Question 1

In terms of its Marketing and Product Objectives,which of the following statements regarding Paradise Kitchens is most accurate?

Accepted Answer

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 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.F) C) and D)
G) D) and E)

Question 2

Paradise Kitchen's Strategic Focus and Plan section of the marketing plan contained three key elements:

Accepted Answer

A)  mission,goals,and core competency/sustainable competitive advantage.
B)  mission,goals,and organizational structure.
C)  executive summary,company description,and financial overview.
D)  organizational structure,core competency/sustainable competitive advantage,and forecast of potential profits.
E)  organization's key players,organizational structure,and competency/sustainable competitive advantage.F) A) and E)
G) A) and B)

Question 3

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

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" titlesF) A) and D)
G) A) and E)

Question 4

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

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 plan to make meals even healthier.F) A) and E)
G) A) and B)

Question 5

According to Arthur R.Kydd,CEO of St.Croix Venture Partners,what sets a potential successful idea,product,or technology apart from all the rest is __________ and __________.

Accepted Answer

A)  time; money
B)  markets; marketing
C)  creativity; hard work
D)  originality; financial backing
E)  R&D; productsF) A) and D)
G) A) and C)

Question 6

Paradise Kitchens describes its primary target market for Howlin' Coyote products as households with one to three people,where often both adults work,and with individual income typically above __________ per year.

Accepted Answer

A)  $25,000
B)  $50,000
C)  $75,000
D)  $100,000
E)  $250,000F) B) and E)
G) C) and E) B

Question 7

The greatest single factor in a new product's failure is

Accepted Answer

A)  a lack of advertising and promotion.
B)  attempting to reach a target market that is too small.
C)  too few competitors.
D)  insignificant points of difference.
E)  lack of experienced management.F) A) and B)
G) B) and D)

Question 8

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Accepted Answer

A)  Use A-level and B-level headings under the numbered section headings.
B)  Do not use a business plan unless you plan to borrow at least $100,000.
C)  Include as attachment the résumés for all key players in your management team.
D)  To save paper,send the plan in digital (Adobe Acrobat PDF) format to all potential investors.
E)  Use different color fonts or paper to represent different sections of your plan.F) All of the above
G) B) and E)

Question 9

There is no single "generic" marketing plan that can apply to all organizations or all institutions.Rather,the specific format for a marketing plan for an organization depends on the following: the industry,the kind and complexity of the organization,and

Accepted Answer

A)  the time frame.
B)  the competition.
C)  available resources.
D)  the target audience and purpose.
E)  the financial investment needed.F) C) and E)
G) All of the above

Question 10

Which of the following statements regarding the use of photos in the body of a marketing plan is most accurate?

Accepted Answer

A)  Photos should always appear in black and white or they lose their effectiveness.
B)  Photos should always appear in color,regardless of the additional cost,since the overall effect is more professional that simply black and white images.
C)  Photos should include a brief caption that ties them to the text and highlights the reason for being included.
D)  If a photo is important enough to be included in the body of a marketing plan,it should require no further information.
E)  Photos should never take up more than ⅛ of the page if they are used in the body of a marketing plan rather than in an appendix.F) C) and E)
G) B) and D) C

Question 11

The format for a marketing plan for an organization depends on the following: (1) the target audience and purpose; (2) __________; and (3) the industry.

Accepted Answer

A)  the time frame
B)  the competition
C)  the available resources
D)  the financial investment needed
E)  the kind and complexity of the organizationF) All of the above
G) B) and D)

Question 12

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Accepted Answer

A)  Use different color fonts or paper to represent different sections of your plan.
B)  Use a direct,professional writing style.
C)  Do not use a business plan unless you plan to borrow at least $100,000.
D)  Include as an attachment the résumés for all key players in your management team.
E)  To save paper,send the plan in digital (Adobe Acrobat PDF) format to all potential investors.F) A) and B)
G) C) and D) B

Question 13

__________ helps communicate the company's unique points of difference of its products to prospective customers in a simple,clear way.

Accepted Answer

A)  positioning strategy
B)  market-product grid strategy
C)  competition analysis
D)  implementation strategy
E)  situational analysisF) A) and E)
G) A) and D)

Question 14

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Accepted Answer

A)  Use different color fonts or paper to represent different sections of your plan.
B)  Do not use a business plan unless you plan to borrow at least $100,000.
C)  Include as an attachment the résumés for all key players in your management team.
D)  Set a firm date by which you will require an answer from a potential investor,after which you will take your plan somewhere else.
E)  Use care in layout,design,and presentation.F) A) and E)
G) B) and D)

Question 15

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

Accepted Answer

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.F) A) and B)
G) A) and D)

Question 16

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?

Accepted Answer

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 goalsF) A) and D)
G) A) and C)

Question 17

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 __________.

Accepted Answer

A)  Director of Sales
B)  Director of Advertising and Promotions
C)  Director of Research and Development
D)  Director of Human Resources
E)  Senior Distribution ManagerF) A) and B)
G) C) and E)

Question 18

A key difference between a marketing plan and a business plans is that

Accepted Answer

A)  a marketing plan is used for consumer products and a business plan is used for industrial products.
B)  a marketing plan contains a greater degree of detail regarding research and development,operations,and manufacturing activities of the organization.
C)  a business plan contains a greater degree of detail regarding research and development,operations,and manufacturing activities of the organization.
D)  a marketing plan covers a greater length of time for its financial projections.
E)  a business plan covers a greater length of time for its financial projections.F) All of the above
G) A) and E)

Question 19

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

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.F) A) and B)
G) A) and C)

Question 20

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

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.F) A) and B)
G) None of the above

Exam 19: Buildign an Effective Marketing Plan

In terms of its Marketing and Product Objectives,which of the following statements regarding Paradise Kitchensis most accurate?

Correct Answer
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Paradise Kitchen's Strategic Focus and Plan section of the marketing plan contained three key elements:

Correct Answer
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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 Kitchenslists a major strength as __________.

Correct Answer
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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

Correct Answer
verified

According to Arthur R.Kydd,CEO of St.Croix Venture Partners,what sets a potential successful idea,product,or technology apart from all the rest is and .

Correct Answer
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Paradise Kitchens describes its primary target market for Howlin' Coyote products as households with one to three people,where often both adults work,and with individual income typically above __________ per year.

Correct Answer
verified
B

The greatest single factor in a new product's failure is

Correct Answer
verified

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Correct Answer
verified

There is no single "generic" marketing plan that can apply to all organizations or all institutions.Rather,the specific format for a marketing plan for an organization depends on the following: the industry,the kind and complexity of the organization,and

Correct Answer
verified

Which of the following statements regarding the use of photos in the body of a marketing plan is most accurate?

Correct Answer
verified
C

The format for a marketing plan for an organization depends on the following: (1) the target audience and purpose; (2) __________; and (3) the industry.

Correct Answer
verified

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Correct Answer
verified
B

__________ helps communicate the company's unique points of difference of its products to prospective customers in a simple,clear way.

Correct Answer
verified

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

A key difference between a marketing plan and a business plans is that

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 19: Buildign an Effective Marketing Plan

In terms of its Marketing and Product Objectives,which of the following statements regarding Paradise Kitchens is most accurate?

Correct AnswerverifiedShow Answer

Paradise Kitchen's Strategic Focus and Plan section of the marketing plan contained three key elements:

Correct AnswerverifiedShow 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 its mission and goals.Paradise Kitchens lists a major strength as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

According to Arthur R.Kydd,CEO of St.Croix Venture Partners,what sets a potential successful idea,product,or technology apart from all the rest is __________ and __________.

Correct AnswerverifiedShow Answer

Paradise Kitchens describes its primary target market for Howlin' Coyote products as households with one to three people,where often both adults work,and with individual income typically above __________ per year.

Correct AnswerverifiedB

The greatest single factor in a new product's failure is

Correct AnswerverifiedShow Answer

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Correct AnswerverifiedShow Answer

There is no single "generic" marketing plan that can apply to all organizations or all institutions.Rather,the specific format for a marketing plan for an organization depends on the following: the industry,the kind and complexity of the organization,and

Correct AnswerverifiedShow Answer

Which of the following statements regarding the use of photos in the body of a marketing plan is most accurate?

Correct AnswerverifiedC

The format for a marketing plan for an organization depends on the following: (1) the target audience and purpose; (2) __________; and (3) the industry.

Correct AnswerverifiedShow Answer

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Correct AnswerverifiedB

__________ helps communicate the company's unique points of difference of its products to prospective customers in a simple,clear way.

Correct AnswerverifiedShow Answer

There are no magic one-size-fits-all guidelines for writing successful marketing and business plans.Which writing and style guideline below still generally applies?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A key difference between a marketing plan and a business plans is that

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In terms of its Marketing and Product Objectives,which of the following statements regarding Paradise Kitchensis most accurate?

Correct Answer
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Correct Answer
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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 Kitchenslists a major strength as __________.

Correct Answer
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Correct Answer
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According to Arthur R.Kydd,CEO of St.Croix Venture Partners,what sets a potential successful idea,product,or technology apart from all the rest is and .

Correct Answer
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Correct Answer
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B

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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C

Correct Answer
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Correct Answer
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B

Correct Answer
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Correct Answer
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Paradise Kitchensuses the following type face/font style choices: Customer Analysis (A-level: bold) and Customer Characteristics (B-level: bold/italics) to indicate that

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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