Deck 8: Strategic Planning

Question 1

________ is the process of identifying a problem,determining objectives,deciding upon strategies,and implementing tactics.

A)Insight mining
B)Situation analysis
C)Strategic research
D)Strategic planning
E)Marketing research

Answer 1

D

Question 2

In a SWOT analysis,a(n)________ is a positive trait or condition.

A)strength
B)win
C)benefit
D)target
E)opportunity

Answer 2

A

Question 3

________ are concerned with how to accomplish objectives outlined in a strategic plan.

A)Strategies
B)Needs
C)Visions
D)Motives
E)Insights

Answer 3

A

Question 4

A(n)________ assesses the external and internal environments that affect marketing operations.

A)situation analysis
B)point-in-time analysis
C)strategic business unit analysis
D)mission statement
E)action plan

Question 5

What is the most important part of the marketing plan for marcom managers?

A)business objectives
B)perceptual mapping
C)brand strategy
D)insight mining
E)situation analysis

Question 6

________ are the actions that make the strategic plan come to life.

A)Strategies
B)Objectives
C)Tactics
D)Motives
E)Insights

Question 7

Which of the following refers to the fundamental principles that guide the operations of a business?

A)vision statement
B)mission statement
C)business philosophy
D)social philosophy
E)competitive advantage

Question 8

Which concept is a measurement that shows whether,in general,the costs of conducting the business are more than matched by the revenue produced in return?

A)SWOT
B)SBU
C)IMC
D)the 4 Ps
E)ROI

Question 9

Which term refers to the percentage of the category purchases that are made by the brand's customers?

A)customer equity
B)return-on-investment
C)share of market
D)share of voice
E)customer value

Question 10

A strategic business unit is best defined as ________.

A)a fully functioning organization within a larger company
B)all of the product lines offered by a corporation
C)a functional department within a corporation
D)a brand
E)a corporation

Question 11

Strategic planning for the organization as a whole is a process that begins with the ________.

A)marketing plan
B)initial investment
C)business plan
D)brand communication plan
E)SWOT analysis

Question 12

Adam is assisting in the development of his company's marketing plan,and he has been assigned to assess the external and internal environments that affect the marketing operations.He will be looking at the company's history,products,and brands,as well as the competitive environment,consumer trends,and other marketplace trends that affect the product category.What type of analysis is Adam conducting?

A)business analysis
B)competitive analysis
C)internal/external analysis
D)situation analysis
E)category analysis

Question 13

For most organizations,strategic planning starts with ________.

A)formulating a business mission statement
B)identifying the target market
C)determining the required return-on-investment
D)conducting an internal and external environment analysis
E)creating the marketing mix

Question 14

At which planning level are objectives focused on maximizing profit and return on investment?

A)advertising
B)IMC
C)marketing
D)tactical
E)corporate

Question 15

________ are goals to be accomplished with a strategic plan.

A)Strategies
B)Objectives
C)Tactics
D)Motives
E)Needs

Question 16

Which of the following refers to a description of what senior management sees as an organization's future?

A)vision statement
B)mission statement
C)business philosophy
D)social philosophy
E)competitive advantage

Question 17

A company with a corporate mission that reflects its desire to do good has a ________ marketing philosophy.

A)competitive
B)societal
C)visionary
D)situational
E)value

Question 18

Which of the following is typically done first in the process of developing a marketing plan?

A)selecting marketing objectives
B)selecting target markets
C)developing marketing mix strategies
D)identifying threats and opportunities
E)designing action plans

Question 19

SWOT analysis is a type of ________.

A)situation analysis
B)brand strategy
C)feature analysis
D)perceptual analysis
E)consumer insight

Question 20

Which of the following monitors the entire business planning process?

A)strategy formulation
B)tactical formulation
C)implementation
D)research
E)feedback and control

Question 21

For Hyundai Corporation,customers who care about the price of a car how efficiently it operates make up one ________.

A)market position
B)market value
C)target market
D)strategic business unit (SBU)
E)market mix

Question 22

How often is the typical marketing plan evaluated?

A)every ten years
B)every five years
C)every year
D)every six months
E)every month

Question 23

Harris,the marketing manager at a small sports retail chain,has investigated the company's internal resources and situational factors,as well as factors and trends in the competitive sports retail chain market.Which of the following has Harris completed?

A)a SWOT analysis
B)a business plan
C)a creative brief
D)a marketing plan
E)a marketing mix

Question 24

An organization with a triple bottom line is focused on improving ________.

A)profits,its people,and the planet
B)profits,market share,and ROI
C)strengths,opportunities,and threats
D)profits,product,and price
E)society,the planet,and the economy

Question 25

The following statement appeared in an organization's business plan: "Quick and Dirty Auto Repair aims to offer high-quality auto repair services and a full range of auto parts,focusing on personalized,convenient,and rapid service." Which part of a business plan does this represent?

A)business objectives
B)business mission
C)marketing objectives
D)corporate tactics
E)business strategy

Question 26

Which communication objective is most closely associated with the Facets Model of Effects category of emotion?

A)cue the psychological appeal
B)create awareness
C)connect to positive brand experiences
D)establish brand identity
E)stimulate opinion

Question 27

The W in SWOT analysis stands for ________.

A)wins
B)wages
C)weaknesses
D)whys
E)websites

Question 28

When the makers of a ballpoint pen state they are in the communication equipment business,they are defining their mission too ________.

A)narrowly
B)realistically
C)specifically
D)broadly
E)futuristically

Question 29

Which communication objective is most closely associated with the Facets Model of Effects category of cognition?

A)cue the psychological appeal
B)create awareness
C)stimulate desire
D)establish brand identity
E)connect to positive brand experiences

Question 30

In the process of developing a marketing plan,differentiating and positioning the product relative to the competition most likely occurs when a firm is ________.

A)setting objectives
B)assessing consumer needs
C)developing the brand strategy
D)developing the marketing mix strategy
E)implementing tactical programs

Question 31

Tony developed the following objective for his brand communication plan: "Increase market share in the consumer market from 10 percent to 15 percent in one year." What is wrong with this advertising plan objective?

A)It is an objective more appropriate for a marketing plan.
B)It does not have a specific effect that can be measured.
C)The goal is not realistic.
D)Its time frame is too narrow.
E)It focuses on a percent change.

Question 32

Which communication objective is most closely associated with the Facets Model of Effects category of perception?

A)cue the psychological appeal
B)create awareness
C)stimulate desire
D)stimulate trial
E)connect to positive brand experiences

Question 33

In the process of developing a marketing plan,determining pricing and distribution most likely occurs when a firm is ________.

A)setting objectives
B)assessing consumer needs
C)developing the brand strategy
D)developing the marketing mix strategy
E)implementing tactical programs

Question 34

In a SWOT analysis,a(n)________ is an area in which the company could develop an advantage over its competition.

A)objective
B)weakness
C)opportunity
D)threat
E)tactic

Question 35

In Party People's marketing plan,two of the company goals are "Achieve growth rate in sales of 15% for the year 2013" and "Maintain a gross margin of 40% each month." As indicated by these two examples,an objective should be ________.

A)measurable
B)general
C)creative
D)company-wide
E)set by management

Question 36

Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that provides landscape design services.Each business is called a(n)________.

A)return on investment (ROI)
B)strategic business unit (SBU)
C)integrated media company (IMC)
D)key account
E)business portfolio

Question 37

Newman's Own is a brand of salad dressing.Recently,low-carbohydrate dieting became the craze among consumers,with millions attempting to follow a low-carb lifestyle.In print advertising,Newman's Own featured the fact that several of its dressings are low in carbohydrates.In terms of a SWOT analysis,the low-carb diet trend among consumers represents a(n)________.

A)objective
B)weakness
C)opportunity
D)threat
E)trend

Question 38

FEED USA + Target is a line of accessories and clothing sold at Target outlets nationwide.A number is printed on each product,indicating how many meals for families and children across America Target will donate as a result of your purchase.Target's marketing of this new line is an example of ________.

A)viral marketing
B)societal marketing
C)business marketing
D)situational marketing
E)value marketing

Question 39

The O in SWOT analysis stands for ________.

A)ownership
B)opportunities
C)on-site
D)off-site
E)objectives

Question 40

The T in SWOT analysis stands for ________.

A)time
B)team
C)trade
D)tactics
E)threats

Question 41

________ is found where the product has a strong feature in an area that is important to the target and in which the competition is weaker.

A)Position
B)Competitive advantage
C)Differentiation
D)Segmentation
E)Brand equity

Question 42

Which of the following involves making a chart of a company's product and competitors' products,listing each product's relevant features,evaluating how well the product and the competitors' products perform on that feature,and then evaluating how important each feature is to the target audience?

A)situation analysis
B)segmentation analysis
C)Fishbein multiattribute model
D)perceptual map
E)position map

Question 43

Which of the following is LEAST likely a behavioral objective of a marcom plan?

A)volunteering
B)redeeming a coupon
C)visiting a website
D)stimulating brand preference
E)visiting a store

Question 44

Which of the following would a planner use to compare positions of competitors?

A)brand matrix
B)situation matrix
C)differential map
D)perceptual map
E)SWOT map

Question 45

Which strategy is designed to focus attention on product characteristics that are important to consumers and that distinguish the company's product from its competitors?

A)product differentiation
B)segmentation
C)feature analysis
D)benchmarking
E)targeting

Question 46

A brand is sometimes defined as a(n)________ because it establishes an expectation based on familiarity,consistency,and predictability.

A)image
B)position
C)promise
D)association
E)personality

Question 47

A brand that consumers describe as loving,trustworthy,or protective has most likely established a ________.

A)leadership position
B)superiority position
C)brand preference
D)brand loyalty
E)brand personality

Question 48

Fashion and safety are both examples of ________.

A)tangible product features
B)intangible product attributes
C)brand category factors
D)brand identities
E)value positions

Question 49

Which communication objective is most closely associated with the Facets Model of Effects category of persuasion?

A)deliver information
B)create awareness
C)cue the brand personality
D)create conviction
E)connect to positive brand experiences

Question 50

Which of the following refers to the overall direction of a marcom plan?

A)brand position
B)communication objective
C)brand communication strategy
D)Big Idea
E)consumer insight

Question 51

Which of the following is a tangible product feature?

A)quality
B)status
C)value
D)ease of use
E)fashion

Question 52

The focus of the ________ consumer response from the Facets Model of Effects is cueing brand position or leadership.

A)see/hear
B)feel
C)think/understand
D)connect
E)believe

Question 53

As described in "A Matter of Principle," what objective did 7-Up have for its campaign in 1967?

A)repositioning the 7-Up brand
B)penetrating the British consumer market
C)changing the perception that 7-Up was too expensive
D)changing the perception that 7-Up was unhealthy
E)capturing a large share of family soft drink expenditures

Question 54

Which of the following refers to the mental impression that consumers construct for a product?

A)brand personality
B)brand image
C)brand promise
D)brand loyalty
E)brand preference

Question 55

The focus of the ________ consumer response from the Facets Model of Effects is cueing a brand image.

A)see/hear
B)feel
C)think/understand
D)connect
E)believe

Question 56

Which of the following often comes from being the first brand in the market?

A)category leadership
B)brand personality
C)brand promise
D)brand association
E)brand identity

Question 57

Which of the following involves establishing in the consumer's mind what a brand offers and how the brand compares to the competition?

A)benchmarking
B)targeting
C)segmenting
D)positioning
E)attributing

Question 58

A brand ________ is what makes consumers brand loyal.

A)image
B)association
C)personality
D)perception
E)relationship

Question 59

Products that really are the same,such as milk,unleaded gas,and over-the-counter drugs,are referred to as ________ products.

A)generic
B)differentiated
C)parity
D)unpositioned
E)positioned

Question 60

Which of the following demographic groups gets the most attention from advertisers?

A)12-to-18-year-olds
B)18-to-34-year-olds
C)25-to-40-year-olds
D)35-to-55-year-olds
E)56-to-80-year-olds

Question 61

Saturn is "a different kind of company,different kind of a car";the Hummer is "like nothing else." Statements such as these reflect a firm's ________.

A)brand personality
B)target markets
C)positioning
D)marketing mix
E)brand preference

Question 62

The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a ________.

A)communication brief
B)situation analysis
C)business plan
D)marketing plan
E)competitive brief

Question 63

Refer to the following scenario to answer the questions below.
Susan is working on the advertising plan for her company's shampoo,Silkience.She has conducted a SWOT analysis and learned that her company enjoys a strong financial position and has good working relations with the resellers of its brands.The primary target customers for this brand are women between the ages of 35 and 50,and a demographic analysis indicates that this age demographic will grow in double digits over the next 10 years.Silkience targets women who may be having concerns about graying hair.It is a gentle shampoo that will not wash out color,especially semi-permanent color that women of this age tend to use.However,Susan also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because previous ads tended to use younger-looking models.There was also nothing in the previous advertising campaigns that really explained the benefits of the brand,such as suggesting that it was gentler for semi-permanent-colored hair.
In terms of the SWOT analysis,the fact that the demographic analysis indicated that this age group of women will increase considerably in the next 10 years represents a(n)________.

A)trend
B)weakness
C)opportunity
D)threat
E)win

Question 64

What is at the core of all account planning?

A)consumer research
B)pricing plans
C)situation analysis
D)competitive advantage
E)distribution management

Question 65

________ is the research-and-analysis process used to gain knowledge and understanding of the consumer that is expressed as a key consumer insight into how people relate to a brand or product.

A)Account planning
B)Advertising planning
C)Consumer planning
D)Message planning
E)Media planning

Question 66

Tiffany's website declares "Since 1837,Tiffany & Co.has been the world's premier jeweler and America's house of design." Which type of brand positioning does this most clearly indicate?

A)superiority position
B)value position
C)benefit position
D)usage position
E)societal position

Question 67

Who in an advertising agency is most accurately described as "speaking for the consumer" or "speaking with the voice of the consumer"?

A)account manager
B)account planner
C)media director
D)creative director
E)research director

Question 68

Silkience's place in consumers' minds among other brands targeted to younger women represents Silkience's ________.

A)position
B)competitive advantage
C)competitive disadvantage
D)target
E)perceptual map

Question 69

Being the first brand in a product category often leads to a brand establishing a ________ position.

A)usage
B)preemptive
C)benefit
D)psychological
E)value

Question 70

Massiel,the account planner for Silkience,investigated all of the research on the brand,looking for possible reasons that the target market has not responded and for ideas about how they could be motivated to respond in the desired way.Which of the following was Massiel doing?

A)perceptual mapping
B)repositioning
C)insight mining
D)feature analyzing
E)brand positioning

Question 71

Walmart's "Always Low Prices" is a classic example of a ________ position.

A)superiority
B)preemptive
C)value
D)psychological
E)usage

Question 72

Silkience really is different from other shampoos because it is so gentle that it does not fade semi-permanent hair color,allowing a woman to go for a longer period of time before having to color her hair again.What does this product attribute represent?

A)opportunity
B)product differentiation
C)brand position
D)brand target
E)brand imperative

Question 73

The principle of repositioning is to move ahead while maintaining the same ________.

A)brand image
B)brand equity
C)value position
D)usage
E)brand essence

Question 74

Which of the following is NOT typically a responsibility of an account planner?

A)understanding the meaning of the brand
B)articulating communication strategies
C)evaluating the effectiveness of the communication in terms of how the target reacts to it
D)preparing creative briefs based on an understanding of the consumer and the brand
E)deciding the pricing strategy of the brand

Question 75

In an advertising agency,who is responsible for researching a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants?

A)account manager
B)account planner
C)media director
D)creative director
E)research director

Question 76

Which of the following tasks of an account planner has been described as "peering into nooks and crannies without losing sight of the big picture in order to identify a key insight that can transform a client's business"?

A)big idea generating
B)critical thinking
C)creative thinking
D)insight mining
E)insight communicating

Question 77

Which type of positioning is relatively easy to establish if the brand is faster,fancier,safer,or newer than other brands?

A)superiority
B)preemptive
C)value
D)competitive
E)usage

Question 78

Of the following,it is most important for marketers to develop ________ for their brands.

A)preemptive positions
B)unique market positions
C)cross-functional organizations
D)marketing ROI data
E)value positions

Question 79

Advertisements for Netflix,a provider of on-demand streaming videos,feature the slogan "Watch anytime,anywhere,instantly." Which type of brand positioning does this most clearly indicate?

A)preemptive position
B)value position
C)psychological position
D)usage position
E)competitive position

Question 80

A marcom plan for a brand designed around nonproduct differences will most likely be designed to establish a(n)________ position.

A)superiority
B)psychological
C)benefit
D)preemptive
E)value