Marketing Plan & SWOT Analysis Flashcards
7 cards from real CPM 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 Plan & SWOT Analysis flashcards as text
Which of the following is NOT typically included in a marketing plan's situation analysis?
Answer: Employee payroll records
Employee payroll records are an HR and financial document irrelevant to the market situation analysis, which focuses on external and internal marketing factors.
A technology firm notes that artificial intelligence adoption is accelerating in its industry. This is most appropriately classified as a SWOT:
Answer: Both B and C depending on the firm's position
The same external trend can be an Opportunity for an AI-capable firm or a Threat for a lagging firm, so classification depends on internal positioning.
In a marketing plan, the section that describes how the company will differentiate itself and compete is called the:
Answer: Marketing strategy section
The marketing strategy section articulates positioning, differentiation, and the overall approach to achieving marketing objectives in the competitive landscape.
Which of the following is the correct sequence for developing a marketing plan?
Answer: Situation analysis → Set objectives → Strategy → Tactics → Controls
The logical sequence starts with understanding the current situation (via analysis), then setting objectives, followed by strategy, tactics, and finally control mechanisms.
A competitor launching a superior substitute product is classified in SWOT as a:
Answer: Threat
A competitor's superior substitute is an external market factor that poses a negative impact on the firm's competitive position, making it a threat.
When a marketing plan recommends using a market penetration strategy, it is typically based on which SWOT scenario?
Answer: Strong strengths matched with strong opportunities
Market penetration (aggressive growth) strategies are most appropriate when strengths align with opportunities, as captured in the SO quadrant of the TOWS matrix.
Which metric is most appropriate for evaluating the effectiveness of a marketing plan after implementation?
Answer: Return on marketing investment (ROMI)
ROMI measures the revenue generated relative to marketing expenditure, making it the most direct indicator of whether the marketing plan delivered business results.