Lesson 02 - Marketing Planning & Management

What is the primary purpose of a marketing plan?

• To create advertisements

• To act as a roadmap for achieving marketing goals

• To replace financial planning

• To control customer behavior

Which of the following is NOT one of the 4Ps of the marketing mix?

• Product

• Price

• Positioning

• Promotion

SMART goals should be:

• Specific, Measurable, Achievable, Relevant, and Time-bound

• Simple, Marketable, Agile, Realistic, and Transparent

• Strategic, Meaningful, Adaptable, Reliable, and Tactical

• Sustainable, Measured, Accurate, Resourceful, and Trendy

Which analysis helps a company assess internal strengths and weaknesses along with external opportunities and threats?

• PESTLE Analysis

• SWOT Analysis

• BCG Matrix

• Porter’s Five Forces

What is the main purpose of marketing metrics?

• To measure the success of marketing activities

• To set product prices

• To determine employee salaries

• To identify competitors

According to Peter J. Paul, a corporate mission should be:

• Flexible and constantly changing

• Vague and general

• Concise, clear, and inspirational

• Focused on short-term profits

Which of the following is NOT a core element of corporate culture?

• Employee well-being

• Transparent communication

• High product pricing

• Hiring aligned with company values

A Strategic Business Unit (SBU) is characterized by:

• A lack of independence

• A focus on a specific product line or market segment

• A single centralized corporate strategy

• Minimal impact on overall business performance

What is a key factor when allocating resources across business units?

• The personal preferences of leadership

• Business unit performance and strategic alignment

• The number of employees in each unit

• The company's age

The Five Cs framework includes:

• Competition, Channels, Cost, Communication, and Customers

• Company, Customer Needs, Channels, Cost, and Communication

• Core Values, Collaboration, Cost, Communication, and Customers

• Customer Satisfaction, Cost, Creativity, Channels, and Communication