84. One reason for developing ________ is that the firm must be nimble in responding to bad publicity resulting from product tampering or failure, ethical or legal misconduct of an officer, or some other aspect of operation that garners bad press. A. Mission statements B. Forecasting C. Press releases D. Contingency plans E. Alternative company names 85. Every marketing plan includes an implementation element. These are sometimes called ________. A. Strategic plans B. Marketing programs C. Value propositions D. Action plans E. Marketing channels 86. Implementation elements, or action plans, should include ________. A. Timing B. A way to measure results C. The identity of the responsible person D. The identification of resources needed E. All of these 87. One part of a marketing plan should identify what to do if things go wrong. This section is called ________. A. Contingency planning B. Strategic planning C. Marketing metrics D. Action plans E. Marketing programs 88. Contingency plans should include ________. A. Best-case scenarios B. Worst-case scenarios C. Expected-case scenarios D. Best-case scenarios and Worst-case scenarios only E. Best-case scenarios, Worst-case scenarios, and Expected-case scenarios 89. Marketing plans are ________. A. A means of gathering input from stakeholders throughout the firm B. Essential for the firm’s success C. A rallying point for creativity D. Well articulated E. All of these 90. Scott is a plumbing fixture manufacturer’s salesperson. He sells to wholesalers, homebuilders, and retailers. His marketing plan calls for going to four trade shows a year. He recently found out that there would be a new Home Show aimed at consumers in his territory and he wants to attend. His boss says “Go for it!” The boss is reflecting which of the following concepts in successful marketing planning? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. Give yourself and your people room to fail and try again. 91. Mary’s firm has delayed making a decision on acquiring a new product line. Her staff has analyzed and tweaked numbers for three months. Most likely, the staff needs to be reminded of which concept? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. Give yourself and your people room to fail and try again. 92. Tyler’s event planning company hired a new marketing assistant. He says he is a “big-picture person,” not a detail-oriented person. Most likely, Tyler is about to find out that the new assistant needs to be coached in which concept? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. Give yourself and your people room to fail and try again. 93. Samantha has worked for MJS Marketing for five years and expected a promotion next month. However, the new product launch that she organized did not go as smoothly as expected. This was the first time the company had hired an outside firm for promotions and Sam is worried that will reflect poorly on her. Sam’s terrific boss will most likely remind her of which concept? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. Give yourself and your people room to fail and try again. 94. Tips for producing a successful marketing plan include which concept(s)? A. Stay flexible. B. Utilize input, but don’t become paralyzed by information and analysis. C. Don’t underestimate the implementation part of the plan. D. Stay strategic, but also stay on top of the tactical. E. All of these.