Question 1

According to the Paradise Kitchens marketing plan, two-thirds of American households consume Mexican foods. This information is used to infer that there is a more favorable attitude on the part of all Americans toward
A) Southwestern flavors and other regional foods in general.
B) spicy foods that include red chili peppers.
C) ethnic foods and regional cuisine.
D) bean products, cheese products, and tortillas.
E) heartier foods that are simple to prepare.

Accepted Answer

The answer of According to the Paradise Kitchens marketing plan,...

Question 2

The two key elements of the customer analysis section of the Paradise Kitchens marketing plan are
A) customer characteristics and health and nutrition concerns.
B) customer characteristics and target market demographics.
C) consumer demographics and geographical distribution.
D) consumer demographics and consumer psychographics.
E) consumer psychographics and consumer life style data.

Accepted Answer

Customer characteristics and target market demographics are the two key elements of the customer analysis section of the marketing plan.

Question 3

Which of these does Paradise Kitchens consider a threat?
A) unique, high-quality, high-price products
B) many lower-quality, lower-price competitors
C) Technical breakthroughs enable smaller food producers to achieve many economies available to large competitors.
D) Consumer income is high and convenience is important to U.S. households.
E) more households "eating out" and bringing prepared take-out into the home

Accepted Answer

The answer of Which of these does Paradise Kitchens consider...

Question 4

For readability and clarity, Paradise Kitchens presents its SWOT analysis section of a marketing plan as a figure (Figure 1. SWOT Analysis for Paradise Kitchens). It's divided into two sections:
A) Company Analysis; Industry Analysis.
B) Internal Factors: Opportunities and Threats; External Factors: Strengths and Weaknesses.
C) Internal Factors: Strengths and Weaknesses; External Factors: Opportunities and Threats.
D) Financial Factors; Nonfinancial Factors.
E) Domestic Issues; Global Issues.

Accepted Answer

SWOT analysis is typically divided into internal factors (Strengths and Weaknesses) and external factors (Opportunities and Threats).

Question 5

Paradise Kitchens uses the following type face/font style choices: Customer Analysis (B-level: bold) and Customer Characteristics (C-level: bold/italics) to indicate that
A) Customer Characteristics and Customer Analysis are synonymous and can be used interchangeably.
B) Customer Analysis is a subcategory of Customer Characteristics.
C) Customer Analysis is the name of a secondary source and Customer Characteristics refers to internally collected primary data.
D) Customer Analysis is the formal marketing term and Customer Characteristics is the layman's term.
E) Customer Characteristics is a subcategory of Customer Analysis.

Accepted Answer

The use of different font styles (bold for B-level and bold/italics for C-level) suggests a hierarchy, indicating that Customer Characteristics is a subcategory of Customer Analysis.

Question 6

Paradise Kitchens used external secondary data to provide evidence that there is a growing trend in frozen prepared foods. According to its marketing plan, prepared frozen meals accounted for around ________ percent of the total frozen food market.
A) 5
B) 11
C) 17
D) 35
E) 49

Accepted Answer

The answer of Paradise Kitchens used external secondary data to...

Question 7

In terms of paragraph style, most readers prefer
A) block style because the appearance of the text is cleaner.
B) block style because it seems more professional.
C) block style because it lends itself better to financial documents.
D) indented paragraphs because they make longer documents easier to read.
E) indented paragraphs because they are more in keeping with professional business prose.

Accepted Answer

The answer of In terms of paragraph style, most readers...

Question 8

Which of these does Paradise Kitchens consider a weakness?
A) unique, high-quality, high-price products
B) limited resources that may restrict growth
C) technical breakthroughs that enable smaller food producers to achieve the same economies of scale available to large competitors
D) importance of convenience to U.S. households.
E) more households "eating out" and bringing prepared take-out into the home

Accepted Answer

Limited resources that may restrict growth are considered a weakness as they can hinder the company's ability to expand and compete effectively.

Question 9

In terms of its marketing and product objectives, which of these statements regarding Paradise Kitchens is most accurate?
A) Paradise Kitchens does not intend to expand its markets; rather, it will choose a market penetration strategy through increasing same-store sales.
B) Howlin' Coyote's brand presence will be expanded through the addition of a totally new line of ethnic desserts (flan, churros, sopapillas).
C) Paradise Kitchens will gradually phase out its food service division to allow for growth in its new frozen dessert line.
D) Howlin' Coyote's brand presence will be expanded through the addition of new products in the frozen foods section.
E) By the end of Year 5, Paradise Kitchens will expand its chili, salsa, burrito, and enchilada business to reach small suburban and rural areas in the relatively untapped Midwest market.

Accepted Answer

Paradise Kitchens aims to expand Howlin' Coyote's brand presence by introducing new products in the frozen foods section, aligning with their marketing and product objectives.

Question 10

The target markets section of a marketing plan identifies the specific ________ toward which the company's products are directed.
A) resellers
B) competitors
C) stakeholders
D) product groupings
E) niches

Accepted Answer

The target markets section of a marketing plan identifies the specific niches toward which the company's products are directed, focusing on particular segments of the market.

Question 11

Which of these does Paradise Kitchens consider an opportunity?
A) unique, high-quality, high-price products
B) many lower-quality, lower-price competitors
C) lack the economies of scale of huge competitors
D) Consumer income is high and convenience is important to U.S. households.
E) more households "eating out" and bringing prepared take-out into the home

Accepted Answer

E  High consumer income and the importance of convenience (D) create a favorable market for premium products. The trend of more households opting for take-out (E) aligns with Paradise Kitchens' offerings, presenting a growth opportunity.

Question 12

In response to current trends regarding health and nutrition, competitors such as Don Miguel, Mission Foods, El Monterey, and José Olé plan to offer or recently have offered more "carb-friendly" and "fat-friendly" products. Paradise Kitchens' response to this trend will be to
A) change its recipes to be even lower in carbs, fats, and salt than competitors' products.
B) emphasize its products' taste and authenticity rather than their nutritional characteristics.
C) emphasize the already healthy product characteristics as well as the product's taste, convenience, and flexibility.
D) emphasize the research findings that indicate that Americans are actually getting too little fat in their diets, which makes them overeat in order to feel satisfied.
E) capitalize on the fact that its products have always been healthier than competitors' products and its plan to make meals even healthier.

Accepted Answer

Paradise Kitchens plans to emphasize the already healthy characteristics of its products, along with their taste, convenience, and flexibility, in response to the trend.

Question 13

The company analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals. Paradise Kitchens lists a major strength as
A) a stable financial base.
B) strong connections to the Hispanic community.
C) co-ownership in a chain of small grocery stores.
D) the professional food industry experience of the co-founders.
E) national "chili cook-off" titles.

Accepted Answer

The professional food industry experience of the co-founders is a major strength as it provides expertise and credibility in the market, which can be leveraged to achieve the company's mission and goals.

Question 14

The industry analysis section of a marketing plan provides perspective for information regarding
A) the competition, the economy, and the company's customers.
B) the company, the economy, and the company's customers.
C) current trends, the competition, and the economy.
D) current trends, projected changes, competitive advantages.
E) the competition, the company, and the company's customers.

Accepted Answer

The answer of The industry analysis section of a marketing...

Question 15

As part of its competitor analysis section of its marketing plan, Paradise Kitchens discussed the chili market, which represents over $500 million in annual sales. Chili products fall into two categories, which are
A) canned chili and dry chili.
B) frozen and canned chili.
C) pre-made and ready-to-make chili kits.
D) Mexican chili and "Americanized" chili.
E) chili with meat (con carne) and vegetarian chili with beans.

Accepted Answer

The answer of As part of its competitor analysis section...

Question 16

Paradise Kitchens analyzed two key trends in its industry, which were
A) frozen foods and microwavable foods.
B) Mexican foods and South American foods.
C) eating out and take-out.
D) frozen foods and Mexican foods.
E) larger portion size and vegetarian meals.

Accepted Answer

The answer of Paradise Kitchens analyzed two key trends in...

Question 17

Which of these does Paradise Kitchens consider a strength?
A) many lower-quality, lower-price competitors
B) lack the economies of scale of huge competitors
C) importance of convenience to U.S. households.
D) more households "eating out" and bringing prepared take-out into the home
E) unique, high-quality, high-price products

Accepted Answer

Paradise Kitchens considers its unique, high-quality, high-price products as a strength, distinguishing them from competitors.

Question 18

The chances of success for a new product are significantly increased if
A) the company sets goals that both flexible and adaptable.
B) objectives are set for the product itself and target market segments are identified for it.
C) at least 25 percent of the initial budget includes advertising and promotional expenditures.
D) all initial production, distribution, and promotion are done in-house where management can exert the greatest quality control.
E) the firm outsources those elements of production, distribution, or promotion in which it has the least expertise.

Accepted Answer

Objectives are set for the product itself and target market segments are identified for it.

Question 19

Paradise Kitchens included a detailed figure to highlight its SWOT analysis. However,
A) there was no further explanation or written summary.
B) it was complemented by a short, but more in-depth, discussion of important points.
C) it failed to perform a situation analysis.
D) it did not include an industry analysis.
E) it also included a page-long explanation of each of the four factors.

Accepted Answer

The answer of Paradise Kitchens included a detailed figure to...

Question 20

Paradise Kitchens uses external secondary data to reinforce its position that there is a growing trend in the consumption of Mexican foods among U.S. households. According to its marketing plan, Mexican foods, such as burritos, enchiladas, and tacos, are consumed in approximately ________ percent of American households.
A) 35
B) 47
C) 66
D) 79
E) 86

Accepted Answer

According to the marketing plan, Mexican foods are consumed in approximately 66 percent of American households.

Quiz 23: Building an Effective Marketing Plan

According to the Paradise Kitchens marketing plan, two-thirds of American households consume Mexican foods. This information is used to infer that there is a more favorable attitude on the part of all Americans toward

The two key elements of the customer analysis section of the Paradise Kitchens marketing plan are

Which of these does Paradise Kitchens consider a threat?

For readability and clarity, Paradise Kitchens presents its SWOT analysis section of a marketing plan as a figure (Figure 1. SWOT Analysis for Paradise Kitchens) . It's divided into two sections:

Paradise Kitchens uses the following type face/font style choices: Customer Analysis (B-level: bold) and Customer Characteristics (C-level: bold/italics) to indicate that

Paradise Kitchens used external secondary data to provide evidence that there is a growing trend in frozen prepared foods. According to its marketing plan, prepared frozen meals accounted for around ________ percent of the total frozen food market.

In terms of paragraph style, most readers prefer

Which of these does Paradise Kitchens consider a weakness?

In terms of its marketing and product objectives, which of these statements regarding Paradise Kitchens is most accurate?

The target markets section of a marketing plan identifies the specific ________ toward which the company's products are directed.

Which of these does Paradise Kitchens consider an opportunity?

In response to current trends regarding health and nutrition, competitors such as Don Miguel, Mission Foods, El Monterey, and José Olé plan to offer or recently have offered more "carb-friendly" and "fat-friendly" products. Paradise Kitchens' response to this trend will be to

The company analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve its mission and goals. Paradise Kitchens lists a major strength as

The industry analysis section of a marketing plan provides perspective for information regarding

As part of its competitor analysis section of its marketing plan, Paradise Kitchens discussed the chili market, which represents over $500 million in annual sales. Chili products fall into two categories, which are

Paradise Kitchens analyzed two key trends in its industry, which were

Which of these does Paradise Kitchens consider a strength?

The chances of success for a new product are significantly increased if

Paradise Kitchens included a detailed figure to highlight its SWOT analysis. However,