M9

Question 1

refers to the comprehensive, systematic analysis, evaluation, and interpretation of the business marketing environment, both internal and external

Answer 1

Marketing audit

Question 2

the action or process of allocating or distributing something

Answer 2

Allocation

Question 3

used to outline strategies for marketing and operations

Answer 3

Marketing Plan

Question 4

The creation of the marketing plan is understated as a ____________ process.

Answer 4

strategic

Question 5

comprise three elements: means tools, time and plans, and resources necessary for successfully achieving the objectives

Answer 5

Marketing strategies

Question 6

comprised of service, price, service availability, promotion, the human factor, processes, and customer service

Answer 6

marketing mix

Question 7

helps in strategic decisions concerning market segments

Answer 7

SWOT analysis

Question 8

setting sectional objectives

Answer 8

Level 3

Question 9

setting objectives for key business areas

Answer 9

Level 2

Question 10

setting common marketing objectives: defining long-term profitability

Answer 10

Level 1

Question 11

more specific and have a connection to business functions

Answer 11

Level 2

Question 12

These are common statements

Answer 12

Marketing objectives

Question 13

specific and lays down specific measures

Answer 13

Marketing strategy

Question 14

This phase of the marketing planning process includes two fields

Answer 14

ALLOCATION OF RESOURCES AND MONITORING

Question 15

This phase of the marketing planning process includes two fields. What are those?

Answer 15

marketing programs & monitoring, control, evaluation of the fulfilment of the marketing plan

Question 16

results from Kotler’s research in 75 firms operating in the services fields, many of the control systems are inadequate

Answer 16

MONITORING, CONTROL AND EVALUATION

Question 17

Berkowitz cites as the most frequent reasons for failure of the marketing plan as:

Answer 17

1. Not taking account of external factors
2. Not monitoring client needs
3. Over-extension of the marketing plan
4. Non-familiarization of each employee with the marketing plan.

Question 18

It sets the mission and also setting out business aims

Answer 18

STRATEGIC CONTEXT