A) Photos should always appear in black and white or they lose their effectiveness.
B) Photos should always appear in color, regardless of additional cost, since the overall effect is more professional than 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 1/8th of the page if they are used in the body of a marketing plan rather than in the appendix.
G) C) and D)
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A) Fonts that are serif type should be used within the body of the plan and sans serif type should be used with charts and graphs.
B) Fonts that are sans serif are easier to read and should be used in the body of the plan.
C) Ink-jet printers are preferable to laser printers.
D) The font size should change with the importance of the material.Important material should be at least 14 points and go as small as 10.5 for less important details.
E) There should be a different font style for each new section within the plan provided no more than five distinct fonts are used.If needed italics, bolded words, and underlines can be used for additional emphasis.
G) B) and D)
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A) Does the prospective product meet all government safety standards?
B) Are the financial projections realistic and healthy?
C) Who is your competition and what are they doing?
D) Who will be your key suppliers?
E) How will you calculate your profit margins?
G) All of the above
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A) unique, high-quality, high-price products
B) many lower-quality, lower-price competitors
C) technical breakthroughs enable smaller food producers to achieve many economies available to large competitors
D) consumer income is high; convenience important to U.S.households
E) more households "eating out," and bringing prepared take-out into the home
G) C) and D)
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A) marketing dashboard
B) business plan
C) operation plan
D) mission statement
E) marketing metric
G) A) and B)
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A) frozen and canned.
B) pre-made and ready-to-make kits.
C) canned chili and dry chili.
D) authentic chili and "Americanized" chili.
E) chili with meat (con carne) and vegetarian chili with beans.
G) C) and D)
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A) Director of Advertising and Promotions
B) Director of Sales
C) Director of Research and Development
D) Director of Human Resources
E) Senior Distribution Manager
G) A) and B)
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A) Use different color fonts or paper to represent different sections of your plan.
B) Use visuals where appropriate.
C) Do not use a business plan unless you are borrowing at least $100,000.
D) Include as an attachment formal resumes for all key players in your management team.
E) Set a firm date by which you will require an answer from a potential investor, after which you will take your plan somewhere else.
G) None of the above
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A) a business plan is used for industrial products and a marketing plan is used for consumer 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 in its projections.
E) a business plan covers a greater length of time in its projections.
G) C) and D)
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A) Do not use a business plan unless you are borrowing at least $100,000.
B) Use A level (the first level) and B-level (the second level) headings under the numbered section headings to help readers make easy transitions from one topic to another.
C) Include as an attachment formal resumes 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 different color fonts or paper to represent different sections of your plan.
G) C) and E)
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A) the size of the potential work force included in their plans
B) investment potential of backers discussed in their plans
C) personal experience in the field demonstrated in their plans
D) the time periods likely to be covered by their plans
E) knowledge of technical language used in their plans
G) D) and E)
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A) An appendix is not necessary if the body of the plan was properly implemented.
B) An appendix should never have more than one page for every seven in the marketing plan.
C) The nature and number of pages in an appendix should directly relate to their audience and purpose.
D) It is best to include a variety of representations (graphs, tables, photographs, diagrams, etc.) rather than one single type (all graphs, all tables, etc.) .
E) There is no need to label Appendixes A, B, C, etc.unless each appendix represents an entirely different product, product line, or division.
G) A) and C)
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A) linear trend extrapolation.
B) survey of buyers intentions.
C) sales force survey.
D) direct forecasting.
E) management judgment.
G) B) and C)
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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 addition of new products in the frozen-foods section.
C) Howlin' Coyote's brand presence will be expanded through addition of a totally new line of ethnic desserts (flan, churros, sopapillas) .
D) Kitchens Inc.will gradually phase out its Food Service division to allow for growth in its new frozen dessert line.
E) By the end of Year 5, the chili, salsa, burrito, and enchilada business will be expanded to reach small suburban and rural areas in the relatively untapped Midwest market.
G) A) and C)
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A) Visuals should not be used unless they are in black and white; color is not considered professional in a formal business plan.
B) Visuals should be used sparingly, it is assumed that if you cannot explain an idea in words, you don't have sufficient grasp of your product.
C) Visuals such as illustrations, graphs, and charts are acceptable; photos are less professional and should be avoided.
D) Visuals such as photos, illustrations, graphs, and charts enable massive amounts of information to be presented succinctly.
E) Visuals should appear in the appendices of the plan, never in the body of the plan itself.
G) D) and E)
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A) Customer Characteristics and Company Analysis are synonymous and can be used interchangeably.
B) Company Analysis is a subcategory of Customer Characteristics.
C) Customer Characteristics is a subcategory of Company Analysis.
D) Company Analysis is the name of a secondary source and Customer Characteristics refers to internally collected primary data.
E) Company Analysis is the formal marketing term and Customer Characteristics is the layman's term.
G) C) and D)
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A) change their recipes to be even lower in carbs, fats, and salt than their competitors' products.
B) emphasize their 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 make them overeat in order to feel satisfied.
E) capitalize on the fact that its products have always been healthier than their competitors' products and plan to make meals even healthier.
G) C) and E)
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A) be used liberally, at least one every 200-300 words.
B) only be used in marketing plans and not in business plans.
C) only be used in business plans and not in marketing plans.
D) be used sparingly otherwise they lose their cohesiveness and effectiveness.
E) continue in traditional outline form all the way through E-level (the fifth level) if needed, but no further.
G) A) and C)
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A) unique, high-quality, high-price products
B) many lower-quality, lower-price competitors
C) technical breakthroughs enable smaller food producers to achieve the same economies of scale available to large competitors
D) consumer income is high and convenience is important to U.S.households
E) more households "eating out," and bringing prepared take-out into home
G) B) and E)
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A) the four marketing mix elements.
B) the five environmental forces.
C) the financial forecasts for the industry and the company itself.
D) the target market identification and market segment selection.
E) the specific steps that will be taken to implement the plan.
G) C) and D)
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