Question 1

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

Accepted Answer

In the market and product objectives section of the Paradise Kitchens marketing plan,Howlin' Coyote's brand presence will be expanded at the retail level through the addition of new products in the frozen foods section.

Question 2

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

Accepted Answer

Currently,Mexican foods,such as burritos,enchiladas,and tacos,are used in two-thirds of American households.These trends reflect a more favorable attitude on the part of all Americans toward spicy foods that include red chili peppers.

Question 3

Which of the following does Paradise Kitchens consider an opportunity?

Accepted Answer

"Consumer income is high and convenience is important to U.S.households" is an external opportunity.

Question 4

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.

Accepted Answer

Prepared frozen meals,which are defined as meals or entrees that are frozen and require minimal preparation,accounted for about one-quarter of the total frozen food market.

Question 5

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

Accepted Answer

Paradise Kitchens identified two key trends in its industry analysis: frozen foods and Mexican foods.

Question 6

Which of the following does Paradise Kitchens consider a weakness?

Accepted Answer

"Many lower-quality,lower-price competitors" represents an internal weakness.

Question 7

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

Accepted Answer

The products fall primarily into two groups: canned chili (75 percent of sales)and dry chili (25 percent of sales).

Question 8

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

Accepted Answer

The "B-heading" of Customer Analysis has a more dominant typeface and position than the lower-level "C-heading" of Customer Characteristics.These headings introduce the reader to the sequence and level of topics covered within each major "A-level" section.

Question 9

Which of the following does Paradise Kitchens consider a threat?

Accepted Answer

"More households 'eating out' and bringing prepared take-out into the home" is an external threat.

Question 10

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

Accepted Answer

The chances of success for a new product significantly increase if objectives are set for the product itself and if target market segments are identified for it.

Question 11

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

Accepted Answer

The industry analysis section of a marketing plan provides the backdrop for the subsequent more detailed analysis of the competition,the company,and the company's customers.Without an in-depth understanding of the industry,the remaining analysis many be misdirected.

Question 12

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:

Accepted Answer

The SWOT analysis section of a marketing plan identifies an organization's strengths,weaknesses,opportunities,and threats to provide a solid foundation that is the springboard to identify subsequent actions in the marketing plan.The top section of Figure 1.SWOT Analysis for Paradise Kitchens addresses Internal Factors: Strengths and Weaknesses and the bottom section addresses External Factors: Opportunities and Threats.

Question 13

Which of the following does Paradise Kitchens consider a strength?

Accepted Answer

"Unique,high-quality,high-price products" is an internal strength.

Question 14

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

Accepted Answer

Howlin' Coyote is already lower in calories,fat,and sodium than its competitors,and those qualities are not currently being stressed in its promotions.Instead,in the space and time available for promotions,Paradise Kitchens will stress Howlin' Coyote's taste,convenience,and flexibility.

Question 15

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

Accepted Answer

The two key elements of the Paradise Kitchens customer analysis are the customer characteristics section,which addresses the question,"Who are the customers for Paradise Kitchens' products?" The health and nutrition concerns section demonstrates the company's insights into a major trend that has a potentially large impact.

Question 16

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.

Accepted Answer

Currently,Mexican foods,such as burritos,enchiladas,and tacos,are used in two-thirds (66 percent)of American households.

Question 17

In terms of paragraph style,most readers prefer

Accepted Answer

Most readers find that indented paragraphs in marketing plans and long reports are easier to follow.

Question 18

The SWOT analysis section of a marketing plan identifies a company's

Accepted Answer

The SWOT analysis section of a marketing plan identifies strengths,weaknesses,opportunities,and threats to provide a solid foundation that is the springboard to identify subsequent actions in the marketing plan.See Chapter 2.

Question 19

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

Accepted Answer

The company analysis section of a marketing plan provides details of the company's strengths and marketing strategies that will enable it to achieve the mission and goals identified earlier.Paradise Kitchens lists a major strength as the professional food industry experience of the co-founders.

Question 20

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

Accepted Answer

Effective figures and tables seek to summarize a large amount of information in a short amount of space.The text discussion of Figure 1 (the SWOT Analysis table)elaborates on its more important elements.

Quiz 23: Writing Successful Marketing and Business Plans: Tips and Guidelines