A marketing plan
A) is characteristic of production-oriented firms and other mass producers.
B) provides a framework for implementing and controlling marketing activities.
C) always increases the marketing manager's operating costs.
D) produces plans that are short term in orientation.
E) restricts the marketing manager's future options.

Question

Quizplus · Accepted Answer

A marketing plan provides a framework for implementing and controlling marketing activities, which helps the marketing manager to achieve the desired results with efficient use of resources. It is not restricted to production-oriented firms or mass producers, nor does it always increase operating costs. The marketing plan can be both short-term and long-term in orientation, depending on the company's objectives. While it may require some trade-offs in terms of future options, the benefits of having a plan typically outweigh any constraints.

A Marketing Plan