Entrepreneurship: Building a Business

Chapter 10: The Marketing Plan

Chapter Practice Tests

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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