Certified Hospitality Manager (CHM) Practice Exam

What is a marketing plan?

1. A generic overview of business operations

2. A list of specific activities designed to meet the operation's revenue goals and expand the customer base

3. A plan for employee training and development

4. A strategy to reduce operational costs

The correct answer is: A list of specific activities designed to meet the operation's revenue goals and expand the customer base

A marketing plan is a comprehensive outline that includes specific activities aimed at achieving the business's revenue goals while also expanding its customer base. It is a focused document that details marketing strategies, advertising campaigns, target markets, competitive analysis, and promotional tactics that a business will use over a specific period. This systematic approach allows businesses to identify their objectives, allocate resources effectively, and ultimately enhance their market presence and profitability. In contrast, a generic overview of business operations does not address the targeted marketing activities needed to drive revenue and grow the customer base. A plan for employee training and development specifically focuses on enhancing the skills of staff members, which, while important, does not pertain directly to marketing strategies. Similarly, a strategy to reduce operational costs relates to financial management rather than marketing initiatives aimed at expanding market reach or increasing sales. Thus, the choice that accurately describes a marketing plan is the detailed one focusing on activities related to revenue goals and customer base expansion.