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WorksheetsMarketing Chapter 2
Total questions: 15
Worksheet time: 8mins
The SWOT Analysis
A. is used to devise the marketing plan,
B. includes Strengths and Weaknesses in an Internal analysis
C. includes Opportunities and Threats in an external analysis
All of the above
An Executive Summary
is written especially for the company's executive officers
provides an overview of the marketing plan
identifies the target market and describes the marketing mix
details the plan's sales forecast
The PEST analysis
is the scanning of the outside influences on an organization.
does not add appreciation of opportunities and threats
seldom considers events such as recession or job creation
concentrates on the company's advertising promotion
Socio-cultural factors
looks at changes in customer attitudes, lifestyles and opinions
is the study of the factors that affect marketing strategies
are based around the company's mission statement
All of the above
Objectives should be
realistic
objective
measureable
all of the above
An effective marketing strategy
identifies target mix and sets marketing mix
should be focused on key points of difference
offers a competitive advantage that makes companies successful
All of the above
The process of classifying people who form a given market into even smaller groups is
market segmentation
a marketing concept
demographics
pychographics
An example of local geographic segmentation is
a family-owned pizza restaurant in a small town
a chain of three carpet stores in a large city
a crawfish distribution company that concentrates sales in Louisiana
a company selling the most popular smart phone uses the same ads around the world
The analysis of customer interests, personalities and values is termed
Geographics
Psychographics
Demographics
Biographics
Ajax Vacuum Company designed a 30 minute television spot to sell its new vacuum cleaner. It will air nationwide. This is an example of
market segmentation
mass marketing
SWOT analysis
implementation
The part of the marketing plan that outlines the projection of probable future revenue in units or dollars is the
performance standard
sales forecast
marketing strategy
competitive advantage analysis
The state of the ____________________ shapes both business costs and consumer spending.
Union
Government
Economy
Address
Money left after taking out taxes is called
Discretionary income
Disposable income
Profit
Gross wages
Which U.S. ethnic population is declining, relative to other ethnic populations?
Caucasian
Hispanic
African American
Asian American
Separating large groups into smaller, precise groups based on characteristics
Market Segmentation
Marketing Mix
Demographics
PEST analysis
