1. As long as there is regular and effective communication with the people in a small business organization, a formal written plan may not be necessary.
True
False
2. If people leave, if new people arrive, if memories falter, if events bring pressure to alter the givens, the information in the written marketing plan is a reminder of what the business agreed on.
True
False
3. The marketing plan should always be a stand-alone document.
True
False
4. The market summary is a one- to two-page synopsis of a company’s marketing plan.
True
False
5. It is common for the marketing plan to include either a vision statement or a mission statement but not both.
True
False
6. Because there are often distinct differences in buyer behavior based on geographic location, information on the location of customers (local, regional, national, or international) should be provided in a marketing plan.
True
False
7. It is not important for marketing plans to include an assessment of the competition.
True
False
8. The final determination of the marketing mix requires inputs from areas such as purchasing, manufacturing, sales, human resources, and finance.
True
False
9. The last section of a marketing plan is about implementation, evaluation, and control.
True
False
10. A product should preferably be positioned in a way that reflects value by setting it apart from the competition for easy recognition and comparison.
True
False