Assignment-5

Subject: Marketing Management – Unit 5 (Marketing Planning & Control)

MCQ
1. The synopsis of the marketing plan is known as the:

a) Budget b) Mission statement

c) SBU plan d) Executive summary

2. The last section in a marketing plan should contain ________________.

a) A situation analysis b) A marketing strategy

c) Implementation controls d) Financial projections

3. _____________________summarises all pertinent information obtained about three

key environments – the internal environment, the customer environment, and the
firm’s external environment.

a) Situation analysis

b) Financials

c) Control

d) Marketing strategy

4. Which of the following permits senior management to grasp the marketing plan’s major
thrust?

a) The situation analysis b) The marketing strategy

c) The executive summary and table of contents d) Financial projections

5. A number of rivals from mainland Europe and U.S.A have entered the U.K market. What
part of a marketing plan could this statement have come from?

a) Critical issues b) Marketing mix

c) Marketing audit d) Corporate strategy

6. ______________ is the process that turns marketing strategies into marketing actions in
order to accomplish strategic marketing objectives.

a) Marketing evaluation b) Marketing control

c) Marketing monitoring d) Marketing implementation

7. The first step in the marketing control process is best described as being one where the
marketer:

a) Takes corrective action b) Measures performance

c) Evaluates performance d) Sets goals

8. What is the major feature of marketing audit?

a) Periodic b) Comprehensive

c) Systematic d) All of the above

9. ______________________involves gathering information on marketing performance

and comparing the achieved performance against the planned or budgeted
performance, using predetermined standards and yardsticks.

a) Marketing control b) Marketing evaluation

c) Both (a) and (b) d) None of these

10. Which of the following is one of the tools of marketing evaluation and control?

a) Annual plan control b) Damage control

c) Risk covering d) Promotional control

Questions
1. Discuss the essential requirements of developing marketing plan.

2. Give the steps for preparation and evaluation of product level marketing plan.

3. What are the features of marketing audit? Explain the components of marketing
audit.

4. Explain in detail the contents of marketing plan.

5. Elaborate on the various types of marketing evaluation and control.

6. Describe the process of marketing audit.

7. Write short notes on:

i) Annual plan control
ii) Strategic control
iii) Benefits of marketing audit

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