Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
44 Cards in this Set
- Front
- Back
|
True or False A marketing plan covers five or more years; a strategic market plan is for two years or less |
False |
|
|
True or False The marketing plan rationale includes the control and evaluation procedures to be used. |
False |
|
|
True or False Because many parts of a marketing plan are interrelated, it is important to check that they are consistent with one another |
True |
|
|
True or False The steps involved in preparing a written marketing plan follow exactly the same sequence as in the hospitality and travel marketing system |
True |
|
|
True or False One of the advantages of the competitive budgeting approach is that it is based on the zero-based budgeting concept |
False |
|
|
True or False In the hospitality and travel industry, the Place component of the eight P's details how an organization will work with travel and trade intermediaries |
True |
|
|
True or False A marketing plan should never be changed during its implementation |
False |
|
|
True or False A marketing plan should contain an executive summary describing its major highlights |
True |
|
|
True or False The marketing plan rationale explains all the analysis, assumptions, and decisions on which the plan is based |
True |
|
|
Most traditional marketers included these three P's within the heading of product: |
Packaging, programming, and people |
|
|
This part of the marketing mix details how the organization will cooperate with others in implementing its marketing activities: |
Partnership |
|
|
All of the following are benefits of having a written marketing plan except: assistance in measuring marketing success continuity in long-term planning reduction of marketing costs activities matched with target markets common terms of reference |
Reduction of marketing costs |
|
|
Statement that reflects the differences between a strategic market plan and a tactical market plan: |
A tactical plan is short term and details the organization's marketing mix; a strategic market plan is long term and is more concerned with external environment |
|
|
Two main parts of a marketing plan are the: |
? |
|
|
This part of the marketing plan answers the question "How do we get there" and includes the activities plan and the marketing budget: |
Implementation plan |
|
|
Three parts of the marketing plan |
Marketing rationale |
|
|
Three parts of the marketing plan |
Implementation |
|
|
Three parts of the marketing plan |
Executive summary |
|
|
Marketing Rationale |
Research findings and assumptions of the plan |
|
|
Implementation |
Marketing objectives and action plan, marketing budget timetable and responsibilities |
|
|
Executive summary |
Summary of the main highlights of the marketing plan |
|
|
The 9 P's |
Product |
|
|
The 9 P's |
Price |
|
|
The 9 P's |
Place |
|
|
The 9 P's |
People |
|
|
The 9 P's |
Promotion |
|
|
The 9 P's |
Packaging |
|
|
The 9 P's |
Positioning |
|
|
The 9 P's |
Programming |
|
|
The 9 P's |
Partnership |
|
|
Product |
What we are selling |
|
|
Price |
The value of what we are selling |
|
|
Place |
Where is it our customers come in contact with us |
|
|
People |
Who is working in our organization |
|
|
Promotion |
How do we get out name out there |
|
|
Packaging |
2 products one price |
|
|
Positioning |
Where do we sit in eyes of our customers |
|
|
Programming |
How to promote our business |
|
|
Partnership |
Who do we team with to get the job done |
|
|
Four approaches |
Historical |
|
|
Four approaches |
Rule of thumb |
|
|
Four approaches |
Competitive |
|
|
Four approaches |
Objective task |
|
|
Which is the most effective method of approaches? |
Objective and task because market objectives are set first and then activities to achieve them and budget always start at 0. |
