Deck 7: Strategic Planning

Question 1

A strategic business unit is best defined as ________.

A) a line of products under a single brand name
B) all of the product lines offered by a corporation
C) a functional department within a corporation
D) a brand
E) a corporation

Answer 1

A

Question 2

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

Answer 2

E

Question 3

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

Answer 3

C

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

________ 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

Question 6

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 7

The objectives for planning at the ________ planning level tend to focus on maximizing profit and return on investment.

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

Question 8

Strategic planning is a four-tiered process that begins with the ________.

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

Question 9

SWOT analysis is a type of ________.

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

Question 10

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 11

________ are goals to be accomplished with a strategic plan.

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

Question 12

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 13

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

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

Question 14

The percentage of the category purchases that are made by the brand's customers is known as ________.

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

Question 15

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

A) strength
B) win
C) benefit
D) threat
E) leverage

Question 16

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

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

Question 17

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 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

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 20

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

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

Question 21

The O in SWOT analysis stands for ________.

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

Question 22

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 23

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 24

Which type of analysis 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) feature analysis
D) differential analysis
E) market situation analysis

Question 25

In the process of developing a marketing plan,differentiating and positioning the product relative to the competition most likely occurs when a marketing/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 26

The W in SWOT analysis stands for ________.

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

Question 27

Which type of 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 28

In the process of developing a marketing plan,determining pricing and distribution most likely occurs when a marketing/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 29

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 30

Which type of 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 31

Which type of 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 32

Which type of 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 33

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 34

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 35

Establishing in the consumer's mind what a brand offers and how it compares with the competition is ________.

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

Question 36

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 the family market soft drink expenditures

Question 37

The T in SWOT analysis stands for ________.

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

Question 38

Which of the following is a tangible product feature?

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

Question 39

Which strategy is designed to focus attention on product differences 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 40

________ 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 41

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

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

Question 42

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 43

Fashion and safety are both examples of ________.

A) tangible product features
B) intangible product attributes
C) brand leadership
D) brand identity
E) brand preference

Question 44

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 45

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 46

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 47

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 48

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 49

A brand ________ is what makes consumers brand loyal.

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

Question 50

________ 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 51

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

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

Question 52

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 53

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 54

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 55

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 56

The principle in repositioning is to move ahead while at the same time maintaining the same ________.

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

Question 57

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 58

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 59

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 60

Brand ________ often comes from being the first brand in the market.

A) leadership
B) personality
C) promise
D) association
E) cognition

Question 61

The marketing plan process typically follows business planning.

Question 62

A business plan often begins with a vision statement or mission statement.

Question 63

Which component of a communication brief details the brand's essence,personality,and image?

A) communication objectives
B) problem
C) target audience
D) brand imperatives
E) support

Question 64

Which component of a communication brief provides the reason to believe the proposition?

A) brand position
B) support
C) creative direction
D) brand imperative
E) proposition or selling idea

Question 65

The marketing mix strategy includes decisions about the target market,brand position,product design and performance,pricing,distribution,and marketing communication.

Question 66

The consumer insight process begins with ________.

A) a creative brief
B) insight research
C) a perceptual map
D) a SWOT analysis
E) break-even analysis

Question 67

Market planning is the process of identifying a problem,determining objectives,deciding on strategies,and implementing the tactics to occur within a specified time frame.

Question 68

The communication brief is the first step in the ________ process.

A) market research
B) perceptual mapping
C) creative
D) insight research
E) SWOT analysis

Question 69

Which of the following is LEAST likely included in a communication brief?

A) proposition or selling idea
B) problem
C) target audience
D) brand imperatives
E) sales force objectives

Question 70

Many companies have the business philosophy of making a profit.

Question 71

In the typical process of developing a marketing plan,marketing mix strategies are developed before target markets are identified.

Question 72

Which of the following explains the consumer insight and summarizes the basic strategy decisions?

A) creative brief
B) research brief
C) business plan
D) IMC plan
E) competitive brief

Question 73

To be a(n)________,an account planner must be able to express the research findings in one startlingly simple statement.

A) mapper
B) analyzer
C) integrator
D) synthesizer
E) idea generator

Question 74

In a(n)________ sell effort,a brand sets itself against other brands in its product category.

A) category
B) service
C) competitive
D) identity
E) loyalty

Question 75

A business plan always directs the operations of the entire company.

Question 76

A business mission statement should be a concise expression of the broad goals and policies of the business.

Question 77

A typical advertising plan involves a SWOT analysis leading to the identification of the key communication problem.

Question 78

A situation analysis assesses the external and internal environments that affect marketing operations.

Question 79

Which component of a communication brief explains the target's motivations and the "major truths" about the target's relationship to the brand?

A) brand position
B) consumer insights
C) creative direction
D) problem
E) brand imperatives

Question 80

Which component of a communication brief states the single-minded thought that the communication will bring to life in a provocative way?

A) communication objective
B) consumer insight
C) creative direction
D) brand imperative
E) proposition or selling idea