1(F).
i The amount of money spent on
marketing by most companies each year
a) Equals the amount spent on
capital equipment.
b) Does not give a good return on
the investment.
c) Is not based on an assessment of
its potential value.
d) Is viewed by these companies as
an important business investment.
Answer:
A. Equal the amount spent on capital
equipment.
ii Why are marketing plans not
written down by many managers?
a) They don’t have time to do it.
b) They know it would be difficult
to do.
c) They spend their time on more
important things.
d) They don’t think it is really
necessary.
Answer:
C. They spend their time on more
important things.
iii Good marketing procedures would
allow a manager
a) To take different courses of
action.
b) To do less work than others.
c) To avoid unforeseen problems.
d) To give more responsibility to
others.
Answer:
A. To take different course of
action.
iv How should a manager begin
writing a marketing plan?
a) By doing market research outside
the company.
b) By looking at information
produced by other companies.
c) By analyzing procedures already
used by the company.
d) By finding information from many
different sources.
Answer:
C. By analyzing procedures already
used by the company.