SOLVED

71) Action plans are often referred to as ________. A) marketing mixes B) marketing programs C) ROMI measures D) marketing metrics E) promotional strategies 72) Assignment of responsibilities, time lines, budgets, and measurement and control processes are documented in a(n) ________. A) price strategy B) promotion strategy C) action plan D) strategic plan E) marketing mix 73) Marketing planning is followed by the ________, which details how the plan will be carried out, outlining the day-to-day execution. A) operational plan B) time line C) SWOT analysis D) strategic plan E) marketing metric 74) ________ generally cover a shorter time period than other plans, perhaps only one or two months, and include detailed directions for specific activities to be carried out. A) Time lines B) Operational plans C) Marketing plans D) Strategic plans E) Pricing strategies 75) Which of the following is a tool that marketers often use to portray an action plan’s time line? A) a Gantt chart B) a SWOT analysis C) an SBU analysis D) a BCG matrix E) a marketing metric 76) Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets. Each business is called a ________. A) separate entity B) strategic business unit (SBU) C) cash cow D) star E) business portfolio 77) A sales manager sets an objective for her team to increase the units sold by 5% for the quarter. This objective is most likely part of a detailed ________ plan that is created annually, semiannually, or quarterly. A) strategic B) functional C) operational D) product development E) human resources 78) Orkin Pest Control Service knows homeowners skimp on maintenance such as pest control during recessions. It also knows that the more consumers know about bugs, the more likely they are to buy the company’s services. So Orkin teamed with the Smithsonian Institution on the Insect Safari, a traveling exhibit designed to teach people about the critters. The Safari truck visited 108 cities during one year, leaving a wake of creeped-out insectophobes reaching for the phone numbers of the local Orkin franchise. Business increased in each city the Safari truck visited. Decisions on which cities to visit and what kinds of promotion to use in each city visited are both examples of ________ plans. A) functional B) portfolio C) operational D) strategic E) control 79) Columbia Sportswear makes nylon activewear. Its marketing manager set a goal to increase sales 12 percent over the next three years through the introduction of a new line of comfortable, lightweight clothing for people who fish. The marketing manager is engaged in ________. A) operational planning B) strategic planning C) control planning D) portfolio planning E) functional planning 80) Columbia Sportswear has introduced a new line of comfortable, lightweight clothing for people who fish. An example of ________ is the decision to run a full-page ad in Field & Stream magazine in May to get potential customers to ask their sporting goods stores to carry the new products. A) operational planning B) strategic planning C) business planning D) portfolio planning E) brand extension