Entrepreneurship and Small Business Management

Chapter 10: The Marketing Plan

Practice Test

1.
A___________is a plan used by a business to guide its marketing process to a desired conclusion.
A)marketing plan
B)market expansion
C)marketing mix
D)marketing concept
2.
What a business wants to accomplish through its marketing efforts is called its______________.
A)market research
B)marketing concept
C)target market
D)marketing objectives
3.
In order to map out how you are going to accomplish your marketing initiatives, you need to develop your _____________.
A)marketing mix
B)corporate image
C)marketing concept
D)market segment
4.
The name, symbol, or design used to identify a product is the__________.
A)label
B)package
C)model
D)brand
5.
____________refers to how consumers see your product compared to the competition's product.
A)Product strategy
B)Market research
C)Product positioning
D)Product features
6.
How you plan to deliver your goods and services to customers is called the____________strategy.
A)positioning
B)shipping
C)product
D)place
7.
The path a product takes from product to final user is called a/an________.
A)positioning
B)channel of distribution
C)marketing history
D)intermediary
8.
A/An____________is a person or business that moves products between producers and final users.
A)direct channel
B)industry
C)intermediary
D)manufacturer
9.
Placing a product in only one outlet per area is callled____________distribution.
A)intensive
B)selective
C)exclusive
D)competitive
10.
____________is important to your place strategy.
A)Location
B)Transportation
C)Advertising
D)Positioning
11.
___________is the action plan to carry out the marketing plan.
A)marketing mix
B)promotion strategy
C)product positioning
D)marketing tactics
12.
A___________brand is a brand owned and initiated by a wholesaler or retailer.
A)package
B)private
C)public
D)product
13.
A/An________________is an assurance of the quality of a product.
A)guarantee
B)warranty
C)policy
D)insurance
14.
One way to improve your channel of distribution is_________________.
A)use fewer intermediaries
B)move your location
C)expand parking
D)add warehousing
15.
If the demand for your business goes down, you may need_________.
A)additional staff
B)unions
C)fewer employees
D)a new location
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