84. Starbucks
original marketing strategy called for little or no price-based promotion. For
a while, however, the company offered breakfast and a loyalty card program as a
response to market pressures. This kind of contingency planning is part of
______.
A. Marketing control
B. Marketing metrics
C. Marketing management
D. Marketing strategy
E. Marketing planning

85. Every
marketing plan includes an implementation element. These are sometimes called
_____________.
A. Strategic plans
B. Marketing programs
C. Value propositions
D. Action plans
E. Marketing channels

86. Implementation
elements should include all but ____________.
A. Timing
B. A way to measure results
C. The identity of the person in the firm who is responsible
D. The identification of resources needed
E. Just a brief description of the concept

87. One
part of a marketing plan should identify what to do if things go wrong. This is
called _______________.
A. Contingency planning
B. Strategic planning
C. Marketing metrics
D. Action plans
E. Marketing programs

88. The
section of the plan that contains best case, worst case, and most likely case
scenarios is called ___________________.
A. Contingency planning
B. Strategic planning
C. Marketing metrics
D. Action plans
E. Marketing programs

89. Which
of the following is NOT true about marketing plans?
A. They are a means of gathering input from stakeholders throughout the
firm
B. They are essential for the firm’s success
C. They are a rallying point for creativity
D. They are well articulated
E. They are rarely changed in response to market pressures

90. Scott
is a plumbing fixture manufacturer’s representative. He sells to wholesalers,
homebuilders, and retailers. His marketing plan calls for going to four trade
shows a year. He recently found out that there would be a new Home Show aimed
at consumers in his territory and he wants to attend. His boss says, “Go
for it!” The boss is reflecting the concept of _________ in successful
marketing planning.
A. Stay flexible
B. Utilize input, but don’t become paralyzed by information and analysis
C. Don’t underestimate the implementation part of the plan
D. Stay strategic but also stay on top of tactical
E. Give yourself and your people room to fail and try again

91. Mary’s
firm has delayed making a decision on acquiring a new product line. Her staff
has analyzed and tweaked numbers for three months. Most likely, the staff needs
to be reminded to _______________.
A. Stay flexible
B. Utilize input, but not become paralyzed by information and analysis
C. Not underestimate the implementation part of the plan
D. Stay strategic but also stay on top of tactical
E. Give oneself and others room to fail and try again

92. Tyler’s
event planning company hired a new marketing assistant. He says he is a
“big picture person”, not a detail-oriented person. Most likely,
Tyler is about to find out that the new assistant needs to be coached to
________________.
A. Stay flexible
B. Utilize input, but not to become paralyzed by information and analysis
C. Not underestimate the implementation part of the plan
D. Stay strategic but also stay on top of tactical
E. Give yourself and your people room to fail and try again

93. Samantha
has worked for MJS Marketing for five years and expected a promotion next
month. However, the new product launch that she organized did not go as
smoothly as expected. This was the first time the company had hired an outside
firm for promotions and Sam is worried that will reflect poorly on her. Sam’s
terrific boss will most likely remind her that she should ____________.
A. Stay flexible
B. Utilize input, but not become paralyzed by information and analysis
C. Not underestimate the implementation part of the plan
D. Stay strategic but also stay on top of tactical
E. Give herself and other people room to fail and try again