Deck 4: The Marketing Plan

Question 1

Hotel troubleshooter Michael Goget's latest assignment in Chicago is with which hotel group?

A) Peninsular
B) Park Hyatt
C) Ritz Carlton
D) Trump

Answer 1

C

Question 2

Fundamental to the success of Michael Goget's marketing plan is:

A) a full understanding of the hotel's culture, character, and market position
B) differentiation from rival brands
C) communicate this differentiation to the world
D) all of the above

Answer 2

D

Question 3

The first step in developing a marketing plan is to establish the corporate connection. This step involves ensuring that the marketing plan will support:

A) the corporate strategy
B) the company's sales objectives for each quarter
C) a and d only
D) the company's mission statement
E) none of the above

Answer 3

C

Question 4

The purpose of an executive summary is to:

A) sum up the main points of the marketing plan
B) provide an exhaustive list of all the details involved in each of the eight steps
C) save the marketing manager from having to read the entire marketing plan
D) highlight points of interest for the reader
E) outline the goals and objectives of the marketing plan

Question 5

Which of the following is a TRUE statement concerning goals and objectives?

A) Goals are the specific activities that accomplish objectives whereas objectives are the primary aims of the organization
B) Goals are the primary aims of the organization whereas objectives are the specific activities that accomplish goals
C) Objectives are often defined in terms such as sales growth, market leadership, and increased profitability
D) Goals represent day-to-day activities that the organization desires to carry out

Question 6

Which of the following statement(s) is/are FALSE concerning mission statements?

A) A mission statement answers the question, "What business are we in?"
B) A mission statement is the company's best tool for holding itself accountable to employees, customers, and investors
C) A mission statement answers the question, "What do we want to be?"
D) a mission statement is a broad statement about an organization's business and scope, goods or services, markets served, and overall philosophy

Question 7

The Boston Consulting Group model for portfolio analysis plots products on a two-by-two matrix comparing:

A) long-term planning to economic forecasts
B) future contribution to current potential
C) performance to promise
D) market growth rate to relative market share
E) none of the above

Question 8

Competitor analysis allows for which of the following to take place?
I) determine the level of customer loyalty
Ii) determine relative market share
Iii) identify and highlight market trends

A) i only
B) ii only
C) iii only
D) ii and iii only
E) i, ii, and iii

Question 9

What do general competitors do?

A) they make the same product
B) they compete for the same tourism dollars
C) they offer similar goods and services to the same consumer at a similar price
D) they provide the same service

Question 10

Which of the following is/are an advantage of market segmentation?

A) increased customer satisfaction
B) more persuasive advertising and promotional efforts
C) effective use of media
D) satisfied social needs
E) all of the above are advantages

Question 11

Which of the following is/are TRUE concerning a SWOT analysis?

A) c and d are both true
B) it is administered periodically rather than continually
C) it looks at both internal and external factors that impact an organization
D) it is best carried out early in the planning process
E) none of the above are true

Question 12

Developer Samih Sawiris's plan was to transform Andermatt in Switzerland into what?

A) a year-round resort
B) the best ski resort in the world
C) a ski resort that could host major events
D) a "smart" community

Question 13

Andermatt is using which of the following social media platforms?

A) Facebook and Twitter
B) YouTube
C) Tripadvisor
D) All of above

Question 14

When discussing qualitative and quantitative forecasting techniques:

A) qualitative techniques rely on analysis of past and current data.
B) quantitative techniques are susceptible to subjective interpretation.
C) qualitative techniques include the Delphi technique and scenario planning.
D) quantitative techniques are based on detailed subjective analysis.

Question 15

Which of the following statement(s) is/are FALSE concerning goals and objectives?

A) objectives are usually at the tactical level
B) objectives are activities that accomplish goals
C) sub-objectives are established to ease the task of specifying precise objectives
D) goals are usually at the strategic level

Question 16

According to the text, which area of the marketing plan can be considered the most important?

A) development of positioning strategies
B) defining the current situation through analysis and forecasting
C) target market selection
D) communicating the plan

Question 17

Which of the following statements is FALSE concerning positioning?

A) it is used to achieve a sustainable competitive advantage over competitors
B) it is a communications strategy
C) it is how the consumer perceives the product or service in a given market
D) the steps needed to develop a positioning strategy are product differentiation, prioritizing and selecting the competitive advantage, and communicating and delivering the position

Question 18

The final step in the planning process is to ensure that objectives will be achieved in the required time, using the funds and resources requested. This is called:

A) action plans
B) tactics
C) marketing control
D) corporate connection

Question 19

One of the main priorities for the Mayor of Winneba, Ghana, is to expand which festival?

A) Lion Festival
B) Deer Hunt Festival
C) Winneba Stars Festival
D) Winneba Music Festival

Question 20

What is the mayor doing to attract more international attention?

A) advertising on global television
B) using celebrity endorsement
C) engaging professional event organizers
D) traveling overseas to promote the festival himself