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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 |
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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 |
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True or False A marketing plan should never be changed during its implementation |
False |
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True or False A marketing plan should contain an executive summary describing its major highlights |
True |
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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 |
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This part of the marketing mix details how the organization will cooperate with others in implementing its marketing activities: |
Partnership |
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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 |
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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 |
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Two main parts of a marketing plan are the: |
? |
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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 |
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Three parts of the marketing plan |
Marketing rationale |
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Three parts of the marketing plan |
Implementation |
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Three parts of the marketing plan |
Executive summary |
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Marketing Rationale |
Research findings and assumptions of the plan |
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Implementation |
Marketing objectives and action plan, marketing budget timetable and responsibilities |
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Executive summary |
Summary of the main highlights of the marketing plan |
|
The 9 P's |
Product |
|
The 9 P's |
Price |
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The 9 P's |
Place |
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The 9 P's |
People |
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The 9 P's |
Promotion |
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The 9 P's |
Packaging |
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The 9 P's |
Positioning |
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The 9 P's |
Programming |
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The 9 P's |
Partnership |
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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 |
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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 |
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Partnership |
Who do we team with to get the job done |
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Four approaches |
Historical |
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Four approaches |
Rule of thumb |
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Four approaches |
Competitive |
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Four approaches |
Objective task |
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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. |