A-61 MARKETING PLAN ORGANIZATION COMPREHENSION The Industry Analysissection of the marketing plan provides perspective for information regarding a. the competition the economy and the company’s customers. b. the company the economy and the company’s customers. c. current trends the competition and the economy. d. current trends projected changes and competitive advantages. e. the competition the company and the company’s customers. A-62 PARADISE KITCHENS COMPREHENSION Paradise Kitchens analyzed two key trends in its industry which were a. frozen foods and microwavable foods. b. Mexican foods and South American foods. c. eating out and take-out. d. frozen foods and Mexican foods. e. larger portion size and vegetarian meals. A-63 PARADISE KITCHENS COMPREHENSION Paradise Kitchens used external secondary data to provide evidence that there is a growing trend in frozen prepared foods. According to its marketing plan prepared frozen meals accounted for __________ of the total frozen food market. a. 5 percent b. 17 percent c. 26 percent d. 32 percent e. 41 percent A-64 PARADISE KITCHENS COMPREHENSION Paradise Kitchens uses external secondary data to reinforce its position that there is a growing trend in the consumption of Mexican foods among U.S. households. According to its marketing plan Mexican foods such as burritos enchiladas and tacos are consumed in approximately __________ of American households. a. 35 percent b. 47 percent c. 66 percent d. 79 percent e. 86 percent A-65 PARADISE KITCHENS COMPREHENSION According to theParadise Kitchens marketing plan two-thirds of American households consume Mexican foods. This information is used to infer that there is a more favorable attitude on the part of all Americans toward a. Southwestern flavors and other regional foods in general. b. spicy foods that include red chili peppers. c. ethnic foods and regional cuisine. d. bean products cheese products and tortillas. e. heartier foods that are simple to prepare. A-66 PARADISE KITCHENS COMPREHENSION As part of its Competitor Analysis section of its marketing plan Paradise Kitchens discussed the chili market which represents over $500 million in annual sales. Chili products fall into two categories which are a. canned chili and dry chili. b. frozen and canned chili. c. premade and ready-to-make chili kits. d. Mexican chili and “Americanized” chili. e. chili with meat (con carne) and vegetarian chili with beans. A-67 WRITING AND STYLE SUGGESTIONS COMPREHENSION In terms of paragraph style most readers prefer a. block style because the appearance of the text is cleaner. b. block style because it seems more professional. c. block style because it lends itself better to financial documents. d. indented paragraphs because they make longer documents easier to read. e. indented paragraphs because they are more in keeping with professional business prose. A-68 WRITING AND STYLE SUGGESTIONS COMPREHENSION Paradise Kitchensuses the following type face/font style choices: Customer Analysis (A-level: bold) and Customer Characteristics (B-level: bold/italics) to indicate that a. Customer Characteristics and Customer Analysis are synonymous and can be used interchangeably. b. Customer Analysis is a subcategory of Customer Characteristics. c. Customer Analysis is the name of a secondary source and Customer Characteristics refers to internally collected primary data. d. Customer Analysis is the formal marketing term and Customer Characteristics is the layman’s term. e. Customer Characteristics is a subcategory of Customer Analysis. A-69 PARADISE KITCHENS COMPREHENSION The Company Analysissection of a marketing plan provides details of the company’s strengths and marketing strategies that will enable it to achieve its mission and goals. Paradise Kitchenslists a major strength as __________. a. a stable financial base b. strong connections to the Hispanic community c. co-ownership in a chain of small grocery stores d. the professional food industry experience of the co-founders e. national “chili cook-off” titles A-70 MARKETING PLAN ORGANIZATION COMPREHENSION The two key elements of the Customer Analysissection of the Paradise Kitchens marketing plan include a. Customer Characteristics and Health and Nutrition Concerns. b. Customer Characteristics and Target Market Demographics. c. Consumer Demographics and Geographical Distribution. d. Consumer Demographics and Consumer Psychographics. e. Consumer Psychographics and Consumer Life Style data.
