BA-370 Chapter 16: The Marketing Plan and Analytics Process

The key is that a marketer researches and thinks through all the elements in the marketing plan, _____ the market plan for each individual product.

Customizing

Circumventing

Ordering

Applying

Customizing

True or False: The marketing plan is grouped into sections.

False

True

True

This piece of the marketing plan answers the following questions: "Who are we? Why do we exist?"

Product / market objectives

Brand identity

Product / service

Positioning statement

Brand identity

When figuring out the _____ _____ part of the marketing plan, you ask these questions: "What is happening in the immediate environment? Are there any key players that might affect future company strategy?"

Customer response assessment plan

Target market

Product / market objectives

Situation analysis

Situation analysis

Positioning Statement Template: For (_____ _____), product/service is (concise description). It is ideal for (best use or application) because (primary benefit or differentiation).

Target audience

Brand awareness

Quality control

Situation analysis

Target audience

List one of the three categories for how marketing teams embrace analytics.

All of these are categories for how marketing teams embrace analytics

No analytics process

"Vanity" analytics process

Real analytics process

All of these are categories for how marketing teams embrace analytics

Which class of metrics measures how well marketing got things done?

Efficiency metrics

Activity metrics

Effectiveness metrics

Selective metrics

Efficiency metrics

Which marketing metric type shows the business impact of the marketing's work?

Operational

Output

Outcome

Predictive

Outcome

Which analytic process links marketing's work to revenue?

None of these

No analytics process

"Vanity" analytics process

Real analytics process

Real analytics process

What are the seven elements of the marketing mix?

Product, price, place, progress, process, people, physical evidence

Product, profit, place, promotion, production, people, physical evidence

Product, price, place, pizazz, process, persons, physical evidence

Product, price, place, promotion, process, people, physical evidence

Product, price, place, promotion, process, people, physical evidence