Self-test Questions

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1		The initials SBU stand for:
			A)	Systems Business Unit
			B)	Segmented Business Unit
			C)	Standard Business Unit
			D)	Strategic Business Unit
2		What is the first stage in the marketing planning process?
			A)	Where are we now?
			B)	Where are we heading?
			C)	Are we on course?
			D)	Where would we like to be?
3		Before agreeing a mission statement which 2 questions have to be answered?
			A)	What business are we in and how can we be the best in the business?
			B)	What are we good at and how can we use our specialist knowledge?
			C)	What business are we in and what business do we want to be in?
			D)	Who are our competitors and how can we achieve competitive advantage?
4		Levitt argued that business should be viewed as:
			A)	A management control process
			B)	A goods producing process
			C)	A money making process
			D)	A customer satisfying process
			E)	A job creation process
5		A mission statement should cover which four topics?
			A)	Strategy - Purpose - Values - Standards
			B)	Purpose - Standards - Capabilities - Financial Goals
			C)	Products - History - Values - Past Success
6		The marketing audit is:
			A)	The basis on which a marketing plan is developed
			B)	The customer research plan
			C)	A method of calculating the value of the business
			D)	A method of assessing how well the marketing department is performing
			E)	A way of researching how profitable an individual project is
7		The internal marketing audit focuses on:
			A)	Those areas specialising in advertising and selling
			B)	Those areas concerned with customer service and complaints
			C)	All those areas under the control of the marketing manager
			D)	All those areas concerned with distribution and stock control
			E)	All of those areas under the control of other managers
8		Before conducting a marketing audit you would:
			A)	Select only factors that are easy to audit
			B)	Use the same audit model as used in the last audit conducted
			C)	Audit all marketing and sales operations in depth
			D)	Make a judgement of factors critical to the company's performance
			E)	Seek guidance from the marketing staff as to which operations to audit
9		The initials SWOT stand for:
			A)	Selected - Weaknesses - Options - Threats
			B)	Strengths - Weaknesses - Opportunity - Testing
			C)	Strengths - Weaknesses - Operations - Tactics
			D)	Strategies - With - Operational - Threats
			E)	Strengths - Weaknesses - Opportunities - Threats
10		Market penetration means:
			A)	Selling existing products into new markets
			B)	Selling new products into new markets
			C)	Selling existing products into existing markets
			D)	All of the above
11		A company might select a target market because:
			A)	The target market is attractive to the business and matches its supply capabilities
			B)	The target market is fully understood by the company's sales force
			C)	The target market is very small and unattractive to competing companies
			D)	The target market is large and well-served with existing products
			E)	The target market has a proven track record for buying a particular product
12		Marketing mix decisions are made to:
			A)	Maintain the current mix in a changing business environment
			B)	Maintain current distribution channels
			C)	Change the marketing mix to satisfy the segment's needs
			D)	Ensure all 4 P's are used to match a competitor's performance
			E)	Reduce operating costs wherever possible
13		The final stage in the marketing planning process flow chart is:
			A)	Control
			B)	Marketing mix planning
			C)	Setting marketing objectives
			D)	Setting the product price
			E)	Implementation
14		Incremental planning is concerned with:
			A)	Planning for sales growth
			B)	Marketing mix planning
			C)	Integrated strategic planning
			D)	Problem solving
			E)	Mission statement formulation