- Assume a firm faces an S-shaped sales response function. What happens to the ratio of incremental sales
revenue to incremental marketing effort at the (a) bottom, (b) middle, and (c) top of this curve?….. - Assume General Mills has to decide how to invest millions of dollars to try to expand its dessert and yogurt
business. To allocate this money between these two businesses, what information would General Mills like to
have?…… - The first Domino’s Pizza restaurant was near a college campus. What implementation problems are (a)
similar and (b) different for restaurants near a college campus versus a military base?…. - A common theme among managers who succeed repeatedly in program implementation is fostering open
communication. Why is this so important?…… - What are quantified goals in the planning phase of the strategic marketing process important for the
evaluation phase?…. - What happens to the ration of incremental sales revenue to incremental marketing effort when the sales
response function is an upward-sloping straight line?…..
Building Your Marketing Plan
Do the following activities to complete your marketing plan: - Develop a simple organizational chart for your organization…
- Develop a Gantt chart (See Chapter 2) to schedule the key activities required to implement your marketing
plan….. - In terms of the evaluation, list (a) the four or five critical factors (such as revenues, number of customers,
variable costs) and (b) how frequently (monthly, quarterly) you will monitor them to determine if special actions
are needed to exploit opportunities or correct deviations….. - Finalize your marketing plan based on the outline presented in Appendix A..
Sample Solution