Section 9.4—quiz: Marketing Objectives, Action Plans, And Evaluation
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Section 9. 4—Quiz: Marketing Objectives, Action Plans, and Evaluation
- 1.The Roadside Manor has a repeat guest base of 80 percent and rarely devotes resources to attracting new market segments. Which of the following techniques for developing a marketing budget would likely work best for the property?
- A.
Percentage-of-sales budgeting
- B.
Competitive-parity budgeting
- C.
Affordable-funds budgeting
- D.
Zero-base budgeting
- 2.Lyle has written the following marketing objective: “Increase room nights from the leisure travelers market during November and December.” What is missing from the objective?
- A.
It isn’t quantity-specific.
- B.
It isn’t time-specific.
- C.
It isn’t market-share specific.
- D.
It isn’t in writing.
- 3.Which of the following is not part of an action plan?
- A.
Description of the types of businesses and market segments to be solicited
- B.
Revenue grid showing how much each market segment contributes to the total revenue
- C.
Listing of the rates that will be charged for business within each segment
- D.
Objectives
- 4.Metella kept the specific objectives a secret from the sales staff, instead she simply encouraged them to do better and then compared the results.
- A.
Lack of responsibility
- B.
Lack of communication
- C.
Lack of time
- D.
Lack of authority
- E.
Lack of realistic goals
- 5.Curtis, the marketing team leader, decided not to use schedules or evaluate results as he didn’t want to put undue pressure on the team.
- A.
Lack of responsibility
- B.
Lack of communication
- C.
Lack of time
- D.
Lack of authority
- E.
Lack of realistic goals
- 6.The reservationists grumbled that they weren’t going to be able to meet their goals because guests didn’t want to vacation in Alaska in December.
- A.
Lack of responsibility
- B.
Lack of communication
- C.
Lack of time
- D.
Lack of authority
- E.
Lack of realistic goals
- 7.John failed to meet his marketing objective because he wasn’t given any money to spend on the necessary promotions.
- A.
Lack of responsibility
- B.
Lack of communication
- C.
Lack of time
- D.
Lack of authority
- E.
Lack of realistic goals
- 8.The Easter Extravaganza failed to attract the desired number of guests. Marlene insisted that the promotions did not go out soon enough and that the event should have been planned earlier.
- A.
Lack of responsibility
- B.
Lack of communication
- C.
Lack of time
- D.
Lack of authority
- E.
Lack of realistic goals
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