EARL IS STARTING A NEW BANK. BEFORE THEIR OPENING DAY EARL HAD A M...

45. Earl is starting a new bank. Before their opening day Earl had a meeting with all employees. He

discussed their mission, defined objectives for the bank for the coming years and shared who their

target market is. He talked about their product offerings and where their future branches would be

located. Earl is sharing the bank’s:

a. reengineering

b. hierarchical restructuring

c. financial analysis

d. marketing plan

e. strategic contingency planning

ANS: D

See Exhibit 2.4. All the listed activities are part of the marketing planning process.

PTS: 1

REF: 31

OBJ: 02-3

TOP: AACSB Reflective Thinking

KEY: CB&E Model Marketing Plan

MSC: BLOOMS Level III Application