Question 1

The Place/Distribution Strategy section in the Paradise Kitchens marketing plan specified that Howlin' Coyote chili will INITIALLY be sold
A)to restaurants specializing in American cuisine.
B)through company-owned stores at outlet malls.
C)exclusively to mass merchandisers such as Walmart and Target.
D)through a food distributor,which in turn will sell directly to grocery stores.
E)online to consumers to bypass "the middleman;" the product will be shipped using packed dry ice containers to keep it frozen during transportation.

Accepted Answer

Selling through a food distributor would allow Howlin' Coyote chili to be sold directly to grocery stores, making it more widely available to consumers. This distribution method would also save on the costs of opening company-owned stores or establishing an online sales platform with frozen product shipping. Selling to mass merchandisers may also be a viable option in the future, but starting with a food distributor would be the most efficient and effective way to get the product into the hands of consumers.

Question 2

Paradise Kitchens proposes entering 17 new metropolitan markets in the next five years.For this reason,the financial plan cannot use simple trend extrapolation.Instead,the forecasting method used was
A)curvilinear trend extrapolation.
B)management judgment.
C)survey of buyers intentions.
D)sales force survey.
E)direct forecasting.

Accepted Answer

Since the financial plan cannot use simple trend extrapolation, it is best to use a method that involves management judgment. This allows for input from those who have a deeper understanding of the company's goals and capabilities, and can make more informed decisions about the potential success of entering new markets.

Question 3

The Paradise Kitchens chart in the Organization section of its marketing plan reflects the bare-bones organization structure of successful small businesses.The four key positions that report to the President & CEO include the following: Director of Operations,Vice President of Marketing,__________,and Director of Sales.
A)Director of Advertising and Promotions
B)Director of Research and Development
C)Director of Finance and Administration
D)Director of Human Resources
E)Senior Distribution Manager

Accepted Answer

The Director of Finance and Administration is an essential position in any organization, especially for a small business. This person would be responsible for managing the financial and administrative operations of the company, including accounting, budgeting, and managing employees. It is crucial to have someone in this role to ensure that the company's finances are in order and that all operations are running smoothly.

Question 4

If the following statement was included in the Evaluation section of the Paradise Kitchens marketing plan,"The speed of the roll-out program will increase or decrease depending on Paradise Kitchens' performance in the successive metropolitan markets it enters," what would be the purpose of this statement?
A)act as a contingency plan for alternative actions
B)sidestep responsibility if things do not go according to plan
C)create an open dialog for additional financial requests
D)gloss over possible forecasting ambiguities
E)avoid setting specific monetary goals

Accepted Answer

The purpose of the statement is to act as a contingency plan and allow for flexibility in the roll-out program depending on the success of the previous markets entered. It acknowledges that there may be unforeseen challenges or opportunities that could affect the speed of the roll-out, and provides a plan for adjusting accordingly.

Question 5

The Paradise Kitchens chart for the Organization section of its marketing plan reflects the bare-bones organization structure of successful small businesses.The four key positions that report to the President & CEO include the following: Director of Operations,__________,Director of Finance and Administration,and Director of Sales.
A)Director of Advertising and Promotions
B)Director of Research and Development
C)Vice President of Marketing
D)Director of Human Resources
E)Senior Distribution Manager

Accepted Answer

The answer of The Paradise Kitchens chart for the Organization...

Question 6

The Marketing Program section of a marketing plan consists of
A)the four marketing mix elements.
B)the five environmental forces.
C)the financial forecasts for the industry and the company itself.
D)the target market identification and market segment selection.
E)the specific steps that will be taken to implement the plan.

Accepted Answer

The answer of The Marketing Program section of a marketing...

Question 7

Which of the following statements regarding the appendixes section of a marketing plan is most accurate?
A)An appendix is not necessary if the body of the marketing plan was properly written.
B)An appendix should never have more than one page for every seven in the marketing plan.
C)The nature and number of pages in an appendix should directly relate to the audience and its purpose.
D)It is best to include a variety of representations (graphs,tables,photographs,diagrams,etc.)rather than one single type (all graphs,all tables,etc.).
E)There is no need to label Appendixes A,B,C,etc.unless each appendix represents an entirely different product,product line,or division.

Accepted Answer

The nature and number of pages in an appendix should directly relate to the audience and its purpose. Appendixes should only be included if they add value to the marketing plan and provide important supplemental information. Therefore, the length and content of the appendix should be tailored to the specific needs of the audience and the purpose of the marketing plan.

Question 8

The Paradise Kitchens chart for the Organization section of its marketing plan reflects the bare-bones organization structure of successful small businesses.The four key positions that report to the President & CEO include the following: __________,Vice President of Marketing,Director of Finance and Administration,and Director of Sales.
A)Director of Advertising and Promotions
B)Director of Operations
C)Director of Research and Development
D)Director of Human Resources
E)Senior Distribution Manager

Accepted Answer

Small businesses often have a simpler organizational structure with fewer positions. A Director of Operations would handle the day-to-day activities of the business, which is essential for efficient operations. The other positions listed may not be as critical for a small business like Paradise Kitchens.

Question 9

In the Financial Data and Projections section of the Paradise Kitchens marketing plan,the company chose to use a bar chart in addition to a numerical table to present its actual and projected sales revenues from 2011 to 2016.Paradise Kitchens made this decision because
A)the bar chart made the lack of sales for the previous years less dramatic.
B)the numerical sales figures were too difficult to interpret.
C)there was too much information to present in such small physical space.
D)a bar chart could gloss over inconsistencies and anomalies.
E)the bar chart more clearly shows the company's projected growth.

Accepted Answer

The bar chart is a better choice because it can more clearly show the company's projected growth, which is an important aspect for potential investors or stakeholders to see. The numerical table could provide more detailed information, but it may be difficult to interpret and take up too much space. Using a bar chart also does not necessarily "gloss over inconsistencies and anomalies"; it is important to ensure that the data presented in the chart is accurate and representative. Additionally, using a bar chart does not necessarily make the lack of sales for previous years less dramatic, as the chart can still visually highlight any dips or shortcomings in sales.

Question 10

The three key elements of the Promotion Strategy section in the Paradise Kitchens marketing plan include
A)quantity discounts,in-store demonstrations,and buy-one-get-one-free promotions.
B)bundle pricing with a chili bowl,in-store demonstrations,and cents-off coupons.
C)a chili eating contest,in-store demonstrations,and cents-off coupons.
D)a contest for the best new slogan,a chili eating contest,and free taste tests at major grocery chains.
E)in-store demonstrations,recipes,and cents-off coupons.

Accepted Answer

In-store demonstrations allow customers to experience the product and learn more about it, while recipes provide inspiration for using the product. Cents-off coupons incentivize customers to try the product and make a purchase. These three elements work together to increase brand awareness, drive sales, and establish customer loyalty. Quantity discounts, buy-one-get-one-free promotions, and chili eating contests may be effective for some businesses, but they do not necessarily fit with the overall strategy of Paradise Kitchens. Bundle pricing with a chili bowl and a contest for the best new slogan are not mentioned in the given options.

Question 11

The three key elements of the Product Strategy section in the Paradise Kitchens marketing plan include
A)product benefits,product line,product packaging.
B)product characteristics,branding strategies,and packaging.
C)unique product quality,product line,branding strategies.
D)product line,unique product quality,and packaging.
E)product line,product brand,product packaging.

Accepted Answer

The three key elements in the Product Strategy section of the marketing plan are mentioned as product line, unique product quality, and packaging. These elements are important for defining the product line, setting it apart from competitors, and presenting it attractively to customers. While branding strategies and product benefits are important, they are not mentioned as key elements in this particular question. Therefore, option D is the correct answer.

Question 12

A unique aspect of Paradise Kitchens' packaging is that
A)the information is printed in English on one side and Spanish on the other.
B)the color of the box gets redder as the spices gets hotter.
C)there is a Southwestern a motif on the box instead of pictures of the product.
D)there is a thermometer strip that indicates when the product is properly thawed.
E)there are hidden figures created by the outlines of the chili beans for people to look at while preparing the meal.

Accepted Answer

The answer of A unique aspect of Paradise Kitchens' packaging...

Question 13

The Paradise Kitchens chart in the Organization section of its marketing plan reflects the bare-bones organization structure of successful small businesses.The four key positions that report to the President & CEO include the following: Director of Operations,Vice President of Marketing,Director of Finance and Administration,and __________.
A)Director of Sales
B)Director of Advertising and Promotions
C)Director of Research and Development
D)Director of Human Resources
E)Senior Distribution Manager

Accepted Answer

The answer of The Paradise Kitchens chart in the Organization...

Question 14

To help buyers see the many different uses for Howlin' Coyote Chili,Paradise Kitchens,Inc.
A)sponsored a recipe contest with the first prize being a trip for two to Mexico.
B)offered recipes on the inside of the packages,at in-store demonstrations,and on coupons.
C)used a "buy-one-get-one-free" sales promotion tactic.
D)televised a series of short but informative commercials on The Food Network cable TV channel.
E)published small full-color illustrated pamphlets as buyer incentives to its wholesalers.

Accepted Answer

Offering recipes on the inside of the packages, at in-store demonstrations, and on coupons is the best choice because it directly provides customers with ideas on how to use the product and promotes it at the point of sale. It is also cost-effective and easily implementable. The other options, such as sponsoring a recipe contest or publishing pamphlets, may also be effective but require more resources and may not reach as many potential customers. Using a "buy-one-get-one-free" sales promotion tactic may drive sales, but doesn't necessarily showcase the product's versatility. Televising short commercials on a cable channel can be costly and may not be targeted towards the right audience.

Question 15

The Pricing Strategy articulates the specific product price and the product's price position relative to __________.When space permits,this section would include a __________.
A)potential substitutes; break-even analysis
B)the closest competition; situational analysis
C)industry standards; marginal analysis
D)the closest competition; diversification analysis
E)industry standards; break-even analysis

Accepted Answer

The Pricing Strategy articulates the specific product price and the product's price position relative to potential substitutes. When space permits, this section would include a break-even analysis.

Question 16

Charts are often used to __________ and __________.
A)prioritize marketing activities; set deadlines
B)assign tactical marketing decisions; specify target markets
C)prioritize marketing activities; assign resources
D)specify target markets; assign resources
E)set deadlines; assign responsibilities for tactical marketing decisions

Accepted Answer

The answer of Charts are often used to __________ and...

Question 17

The Implementation Plan
A)describes the formation of the marketing program.
B)displays the projected financial results of the plan.
C)shows how the company will turn plans into results.
D)identifies how the firm will select its target markets and position its products.
E)analyzes its marketing opportunities and threats.

Accepted Answer

The implementation plan outlines the specific steps and actions that the company will take to turn their marketing plans into tangible results. It includes details on timelines, budgets, staffing, and resources needed to execute the plan effectively. While the plan may reference marketing opportunities and target markets, its primary purpose is to provide a roadmap for achieving marketing goals and objectives. The projected financial results typically appear in the financial projections section of the marketing plan.

Question 18

In which section of a marketing plan would you most likely expect to see a chart?
A)Strategy
B)Organization
C)Implementation
D)Evaluation
E)Appendix

Accepted Answer

Charts are often included in the implementation section of a marketing plan to visually represent data and illustrate specific tactics and timelines for executing the plan.

Question 19

When space permits,the Pricing Strategy section of a marketing plan would include a
A)SWOT analysis.
B)situational analysis.
C)marginal analysis.
D)diversification analysis.
E)break-even analysis.

Accepted Answer

The Pricing Strategy section of a marketing plan would include a break-even analysis when space permits. This analysis helps the company to determine the minimum price at which a product should be sold in order to cover all its costs, and understand the volume required to break even. This information is necessary for effective pricing decisions and helps in determining a realistic pricing objective for the product or service.

Question 20

The Financial Data and Projections section of the marketing plan for Paradise Kitchensincludes two subsections,which are __________ and __________. A)past sales revenues; current sales revenues B)current sales revenues; revenues projected for the next year C)current sales revenues; revenues projected for the next five years D)past sales revenues; revenues projected for the next five years E)current debt; requested financing

Accepted Answer

The Financial Data and Projections section typically includes both past sales revenues and projections for future revenues. However, the option for "current sales revenues" is not as useful as past revenues for evaluating growth and trends, and projections for only the next year may not provide enough insight for potential investors or lenders. Five years is a common timeframe used for financial projections in business plans, so projecting revenues for this length of time would provide a more comprehensive overview of the company's financial outlook. Therefore, D is the best answer.

Quiz 19: Buildign an Effective Marketing Plan

The Place/Distribution Strategy section in the Paradise Kitchens marketing plan specified that Howlin' Coyote chili will INITIALLY be sold

Paradise Kitchens proposes entering 17 new metropolitan markets in the next five years.For this reason,the financial plan cannot use simple trend extrapolation.Instead,the forecasting method used was

The Marketing Program section of a marketing plan consists of

Which of the following statements regarding the appendixes section of a marketing plan is most accurate?

In the Financial Data and Projections section of the Paradise Kitchens marketing plan,the company chose to use a bar chart in addition to a numerical table to present its actual and projected sales revenues from 2011 to 2016.Paradise Kitchens made this decision because

The three key elements of the Promotion Strategy section in the Paradise Kitchens marketing plan include

The three key elements of the Product Strategy section in the Paradise Kitchens marketing plan include

A unique aspect of Paradise Kitchens' packaging is that

To help buyers see the many different uses for Howlin' Coyote Chili,Paradise Kitchens,Inc.

The Pricing Strategy articulates the specific product price and the product's price position relative to .When space permits,this section would include a .

Charts are often used to and .

The Implementation Plan

In which section of a marketing plan would you most likely expect to see a chart?

When space permits,the Pricing Strategy section of a marketing plan would include a

The Financial Data and Projections section of the marketing plan for Paradise Kitchensincludes two subsections,which are and .