Question 1

Maria is the Marketing Manager for Wholefoods Ltd. She is working on the firm's marketing plan. Her forecasts show that, if they carry on as they have been doing, they are likely to miss their sales revenue targets by £500,000. She needs some new ideas. What kind of analysis has Maria undertaken?

Accepted Answer

A)   PRESTCOM analysis
B)   SWOT analysis
C)   Strategic gap analysis
D)   Ansoff's matrix
E)   Ratio analysisF) C) and E)
G) A) and B)

Question 2

Robert has recently been appointed Marketing Manager for a fashion company. He needs to know whether or not the company's products have a sustainable advantage in the marketplace. What kind of analysis does he need to do?

Accepted Answer

A)   Environmental analysis
B)   Gap analysis
C)   Competitor analysis
D)   Market share/market growth analysis
E)   Brand interrogationF) All of the above
G) A) and B)

Question 3

What are marketing metrics?

Accepted Answer

A)   Ways to measure marketing effectiveness
B)   Marketing tactics
C)   The elements of a marketing programme
D)   A sales promotion technique
E)   The value of the marketing budgetF) C) and D)
G) None of the above A

Question 4

What is the first stage of the marketing planning process?

Accepted Answer

A)   Research and development
B)   Evaluation
C)   Objective setting
D)   Situation analysis
E)   Strategy developmentF) A) and E)
G) C) and E)

Question 5

Which of the following is a well-used marketing evaluation and control method?

Accepted Answer

A)   PEST
B)   Acid test
C)   Brand gap analysis
D)   All of these
E)   None of theseF) A) and B)
G) C) and D)

Question 6

According to Ansoff's matrix, a company that tries to increase sales by selling its existing products in a new market is following what kind of strategy?

Accepted Answer

A)   Market development
B)   Diversification
C)   Focus
D)   Market penetration
E)   Product developmentF) A) and B)
G) B) and D) A

Question 7

SWOT is one of the most commonly used analysis tools in business, but what does it analyse?

Accepted Answer

A)   The external marketing environment
B)   The internal marketing environment
C)   The competitive environment
D)   The organisation's current situation
E)   The organisation's strategyF) None of the above
G) B) and D)

Question 8

Apart from business growth, there are a number of other good reasons for selling products internationally. Which of the following are valid reasons?

Accepted Answer

A)   To spread risk
B)   The firm has excess production capacity
C)   To extend the product life cycle
D)   All of these
E)   None of theseF) B) and E)
G) All of the above D

Question 9

Porter's five forces is an industry analysis model. The five forces are: inter rivalry of competitors, bargaining power of customers, bargaining power of suppliers, threat of new entrants and what?

Accepted Answer

A)   Barriers to entry
B)   Threat of competitors
C)   Brand strength
D)   Threat of substitutes
E)   Bargaining power of consumersF) C) and D)
G) D) and E)

Exam 12: Marketing Planning

Maria is the Marketing Manager for Wholefoods Ltd. She is working on the firm's marketing plan. Her forecasts show that, if they carry on as they have been doing, they are likely to miss their sales revenue targets by £500,000. She needs some new ideas. What kind of analysis has Maria undertaken?

Correct Answer
verified

Robert has recently been appointed Marketing Manager for a fashion company. He needs to know whether or not the company's products have a sustainable advantage in the marketplace. What kind of analysis does he need to do?

Correct Answer
verified

What are marketing metrics?

Correct Answer
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A

What is the first stage of the marketing planning process?

Correct Answer
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Which of the following is a well-used marketing evaluation and control method?

Correct Answer
verified

According to Ansoff's matrix, a company that tries to increase sales by selling its existing products in a new market is following what kind of strategy?

Correct Answer
verified
A

SWOT is one of the most commonly used analysis tools in business, but what does it analyse?

Correct Answer
verified

Apart from business growth, there are a number of other good reasons for selling products internationally. Which of the following are valid reasons?

Correct Answer
verified
D

Porter's five forces is an industry analysis model. The five forces are: inter rivalry of competitors, bargaining power of customers, bargaining power of suppliers, threat of new entrants and what?

Correct Answer
verified

Exam 12: Marketing Planning

Maria is the Marketing Manager for Wholefoods Ltd. She is working on the firm's marketing plan. Her forecasts show that, if they carry on as they have been doing, they are likely to miss their sales revenue targets by £500,000. She needs some new ideas. What kind of analysis has Maria undertaken?

Correct AnswerverifiedShow Answer

Robert has recently been appointed Marketing Manager for a fashion company. He needs to know whether or not the company's products have a sustainable advantage in the marketplace. What kind of analysis does he need to do?

Correct AnswerverifiedShow Answer

What are marketing metrics?

Correct AnswerverifiedA

What is the first stage of the marketing planning process?

Correct AnswerverifiedShow Answer

Which of the following is a well-used marketing evaluation and control method?

Correct AnswerverifiedShow Answer

According to Ansoff's matrix, a company that tries to increase sales by selling its existing products in a new market is following what kind of strategy?

Correct AnswerverifiedA

SWOT is one of the most commonly used analysis tools in business, but what does it analyse?

Correct AnswerverifiedShow Answer

Apart from business growth, there are a number of other good reasons for selling products internationally. Which of the following are valid reasons?

Correct AnswerverifiedD

Porter's five forces is an industry analysis model. The five forces are: inter rivalry of competitors, bargaining power of customers, bargaining power of suppliers, threat of new entrants and what?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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A

Correct Answer
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Correct Answer
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Correct Answer
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A

Correct Answer
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Correct Answer
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D

Correct Answer
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