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Question 20 of 40
Businesses selling to other businesses tend to discuss more __________ when presenting their product and services than business-to-consumer brands do.A. emotional benefitsB. status benefitsC. rational elementsD. brand personality
Question 21 of 40
A sales forecast is MOST likely to be based on which of the following?A. The company’s variable costsB. The company’s growth rateC. The company’s break-even pointD. The company’s marketing expenses
Question 22 of 40
In a marketing plan, the __________ section includes the anticipated outcomes based on achieving predefined market goals.A. measurement and controlsB. company description, purpose, and goalsC. forecastingD. marketing situation
Question 23 of 40
While preparing the marketing plan for a new product line called Nature& Nurture, Jonas wrote the following: “Nature & Nurture toys provide learning experiences that stimulate young children’s senses and open up a world of discovery for the youngest of learners.” This statement belongs in the __________ section of the marketing plan.A. company description, purpose, and goalsB. marketing situationC. competitive overviewD. measurement and controls
Question 24 of 40
In addition to the elements that are usually included in a business plan, a start-up business would also need to include information on:A. competition.B. operations.C. capitalization.D. customer benefits.
Question 25 of 40
You have just created the “perfect” ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called:A. its value proposition.B. target marketing.C. brand optimization.D. its value profile.
Question 26 of 40
Which of the following is NOT an example of a fixed cost?A. MaterialsB. UtilitiesC. PayrollD. Rent
Question 27 of 40
Which of the following is the BEST advice about business plans for Paul, who has a great idea for a start-up business but will need substantial external financing to get started?A. Have a business plan in place by the first day your business is open.B. Have a business plan in place before seeking out investors.C. Focus on the product overview and fill in details about the competitive environment after the business has launched.D. Focus on the operations overview and fill in financial details after the business has launched
Question 28 of 40
Which of the following would be listed under a company’s threats in a SWOT analysis?A. Revenues have declined for three consecutive quarters.B. A new entry in the market is priced very competitively.C. Staff reductions have created anxiety about job security among employees.D. The new management team is still unfamiliar with some aspects of the business
Question 29 of 40
Which of the following is an example of a strategic question?A. What type of marketing offer will most appeal to this segment?B. Who are the consumers who are most interested in what my brand stands for?C. How can I best reach identified consumer segments?D. What is the potential profitability of this consumer segment?
Question 30 of 40
A perceptual map is used to:A. identify psychographic segments across broad geographic regions.B. translate a SWOT analysis into a visual medium.C. analyze the benefits and disadvantages of different targeting strategies.D. define the market based on consumer perceptions of competing products
Question 31 of 40
You would MOST likely find an implementation schedule in which section of a marketing plan?A. Marketing strategyB. ForecastingC. Executive summaryD. Marketing situation
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