CMA Marketing Planning & Budgeting

Question 1

What is the primary purpose of a formal marketing plan?

Accepted Answer

To provide a structured roadmap aligning marketing activities with business objectives

Answer

To document all past marketing expenditures

Answer

To satisfy regulatory reporting requirements

Answer

To track competitor pricing changes

Question 2

Which budgeting method determines the marketing budget by allocating a fixed percentage of projected or past sales revenue?

Accepted Answer

Percentage-of-sales method

Answer

Objective-and-task method

Answer

Competitive parity method

Answer

Zero-based budgeting

Question 3

In a SWOT analysis used for marketing planning, which element refers to external factors that could benefit the organization?

Accepted Answer

Opportunities

Answer

Strengths

Answer

Weaknesses

Answer

Threats

Question 4

What does zero-based budgeting (ZBB) require marketers to do each planning cycle?

Accepted Answer

Justify every line-item expense from scratch regardless of prior spending

Answer

Increase the prior year's budget by the inflation rate

Answer

Allocate budget equal to the largest competitor's spend

Answer

Carry forward the previous budget unchanged

Question 5

Which component of a marketing plan specifies measurable, time-bound targets the marketing team aims to achieve?

Accepted Answer

Marketing objectives

Answer

Situation analysis

Answer

Executive summary

Answer

Marketing mix tactics

Question 6

A company calculates its marketing ROI as (Revenue Attributable to Marketing − Marketing Cost) ÷ Marketing Cost × 100. If revenue attributable is $500,000 and marketing cost is $100,000, what is the marketing ROI?

Accepted Answer

400%

Answer

5%

Answer

80%

Answer

500%

Question 7

Which section of a marketing plan typically includes an analysis of the macro-environment using factors such as political, economic, social, technological, environmental, and legal conditions?

Accepted Answer

PESTEL (situation) analysis

Answer

Competitive analysis

Answer

Marketing objectives

Answer

Implementation timeline