Question213. Which of the following is NOT included in a marketing plan?A. The control procedures to be used

213. Which of the following is NOT included in a marketing plan?

A. The control procedures to be used

B. The costs involved

C. The results expected

D. What marketing mix is to be offered.

E. All of these should be included in a marketing plan.

214. refers to putting marketing plans into operation.

A. Delivery

B. Implementation

C. Operational planning

D. Strategy planning

E. Control

215. Short-run decisions to help implement strategies are best known as

A. actionable items.

B. strategic decisions.

C. marketing plans.

D. operational decisions.

E. dependencies.

216. Managers should make operational decisions

A. within the guidelines set down during strategy planning.

B. with great care as these decisions are the same as strategic decisions.

C. for the long-run to help formulate strategic plans.

D. keeping in mind that these decisions should always lead to changes in the basic strategy.

E. on a month-to-month basis and never daily or weekly.

217. Which of the following statements about operational decisions is FALSE?

A. They help to carry out a marketing strategy.

B. They are short-run decisions.

C. They are part of the implementation process.

D. They usually require ongoing changes in the basic strategy to be effective.

218. Which of the following statements is a strategy decision, rather than an operational decision?

A. “We will change the colors of our selection of shirts at the end of the season.”

B. “We will cut prices as needed to in order to protect our market share.”

C. “We will increase the number of training sessions for new sales associates from two to three.”

D. “We will hire a merchandising specialist this month to help remodel our older stores.”

E. “We will place a special ad in the Sunday newspaper promoting our upcoming sale.”

219. Which of the following statements by a marketing manager refers to operational decisions, rather than strategy decisions?

A. “Our target customers view most existing luxury sedans as dull, and they want performance as well as luxury.”

B. “Newspaper ads will be more cost effective than 30 second radio ads–given the price increase for radio this month.”

C. “We hope to earn a 15 percent return on investment with our plan.”

D. All of these statements refer to operational decisions.

220. Which of the following is an operational decision–rather than a strategy decision?

A. A decision to seek distribution only through the best retailers.

B. Selection of a specific target market.

C. A decision to maintain a “one price” policy.

D. Selection of a specific cable TV channel on which to advertise.

E. All of these are good examples of operational decisions.

221. Which of the following is an example of an operational decision?

A. Focus promotion on the economy of the product.

B. Make the product available in every possible retail outlet.

C. Have a salesperson visit the manager of a new hardware store that will open next week.

D. Set a price that is no higher than competitors’ prices.

E. None of these is an example of an operational decision.

222. Which of the following would NOT require an operational decision for a leading hair color manufacturer?

A. Solicit orders from any new, financially attractive, salons.

B. Drop colors that are losing appeal.

C. Create a fresh ad for each Sunday newspaper.

D. Set a competitive price if a primary competitor offers a special discount.

E. Promote the fair price and satisfactory quality of the product.

223. Happy Feet shoe company’s strategic policy states “Carry as limited a line of colors, styles, and sizes as will satisfy the target market.” This policy best relates to which decision area of the marketing mix?

A. People

B. Place

C. Promotion

D. Price

E. Product

224. One of the strategic policies of camera maker, Zoom Cameras, states: “We will communicate the key benefits and value of our camera’s unique zoom lenses and demonstrate how they meet customer needs.” This policy best fits which marketing mix decision area?

A. Product

B. Place

C. Promotion

D. Price

E. People

225. A retailer’s operational decision to hire new salespeople would best relate to the marketing mix decision area of

A. product.

B. place.

C. promotion.

D. price.

E. people.

226. When fast food restaurant, Tommy’s Tacos, had poor sales in Central City, marketing managers closed one outlet on the east side of town and opened two new locations on the south side of town. These moves represent

A. operational decisions in the product decision area.

B. strategy policies in the place area.

C. strategy policies in the product area.

D. operational decisions in the place area.

E. strategy policies in the promotion area.

227. A “marketing program”:

A. blends all of a firm’s marketing plans into one big plan.

B. is a description of a firm’s marketing mix.

C. is a detailed plan of how to implement a strategy.

D. is a marketing strategy plus the time-related details.

E. None of these apply to a marketing program.

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