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Marketing Planning & Budgeting Flashcards

7 cards from real CMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Marketing Planning & Budgeting flashcards as text

  1. What is the primary purpose of a formal marketing plan?

    Answer: To provide a structured roadmap aligning marketing activities with business objectives

    A marketing plan serves as a strategic roadmap that aligns marketing activities, resources, and timelines with overarching business goals.

  2. Which budgeting method determines the marketing budget by allocating a fixed percentage of projected or past sales revenue?

    Answer: Percentage-of-sales method

    The percentage-of-sales method sets the marketing budget as a fixed proportion of either past or forecasted sales revenue, making it straightforward but potentially counterproductive in downturns.

  3. In a SWOT analysis used for marketing planning, which element refers to external factors that could benefit the organization?

    Answer: Opportunities

    Opportunities in SWOT analysis represent favorable external conditions—such as market trends, regulatory changes, or competitor weaknesses—that the organization can exploit.

  4. What does zero-based budgeting (ZBB) require marketers to do each planning cycle?

    Answer: Justify every line-item expense from scratch regardless of prior spending

    Zero-based budgeting requires every expense to be justified anew each cycle, preventing the automatic roll-over of inefficient prior-year spending.

  5. Which component of a marketing plan specifies measurable, time-bound targets the marketing team aims to achieve?

    Answer: Marketing objectives

    Marketing objectives define the specific, measurable outcomes (e.g., increase market share by 5% in 12 months) that all subsequent strategies and tactics are designed to accomplish.

  6. A company calculates its marketing ROI as (Revenue Attributable to Marketing − Marketing Cost) ÷ Marketing Cost × 100. If revenue attributable is $500,000 and marketing cost is $100,000, what is the marketing ROI?

    Answer: 400%

    ($500,000 − $100,000) ÷ $100,000 × 100 = $400,000 ÷ $100,000 × 100 = 400% marketing ROI.

  7. Which section of a marketing plan typically includes an analysis of the macro-environment using factors such as political, economic, social, technological, environmental, and legal conditions?

    Answer: PESTEL (situation) analysis

    A PESTEL analysis within the situation analysis section examines macro-environmental forces that can affect the organization's marketing strategy.