Deck 2: 10 Steps in the Strategic Marketing Planning Process

Question 1

Step 5: Which one would not be a potential perceived Benefit for not texting and driving?

A) Not getting in an accident
B) Not getting a ticket
C) My friend knows if I am running late and when I'll be there
D) Not getting in trouble with my parents

Answer 1

C

Question 2

Step 1: Give an example of a focus for a social marketing effort to contribute to this purpose.

Answer 2

Can be a strategy, a population, a practice

Question 3

Step 2: What are the five major components of a Situation Analysis?

Answer 3

Internal Strengths, Internal Weaknesses, External Opportunities, External Threats, Past or Similar Efforts

Question 4

For the Marketing Highlight discussing WaterSense, what similar effort did EPA leverage to inspire this effort.

Question 5

Step 7: What was the major product used to support the anti-littering effort?

Question 6

Step 7: What was a place strategy mentioned for the litter campaign?

Question 7

Step 5: Which one of the following is not a potential Barrier for texting and driving?

A) Not feeling at risk
B) Thinking it can't wait;
C) Worried I'll get caught
D) Wanting to fit in
E) Enjoy the distraction

Question 8

Step 3: Select Target Audience. Why do you select a target audience before you set the behavior objective?

Question 9

Step 1: Give an example of a purpose statement for a social marketing effort related to that social issue.

Question 10

What is the essence of the Marketing Concept?

Question 11

What is the essence of the Product Concept?

Question 12

Step 6: Positioning: In the Litter case example, what are at least two things that program managers wanted people who litter to believe:

Question 13

Step 1: Give an example of a social issue that a social marketing effort might address.

Question 14

Step 5: What is the Competition for not texting and driving?

Question 15

What is the essence of the Selling Concept?

Question 16

Step 7: What was a price strategy for the litter campaign?

Question 17

Step 5: What would be a potential Motivator for not texting and driving?

Question 18

Step 4: What is a behavior objective?

Question 19

Step 1: Give an example of a background statement related to that social issue.

Question 20

Step 5: Who is an Influential Other that you might tap to influence the teen?

Question 21

Each step should be considered a ______ prior to completing a plan, because you may need to go back and make a revision to a prior step.

Question 22

Step 8: Evaluation Plan. Why is the Evaluation Plan completed before Steps 9?

Question 23

Step 7: What was one of the major promotion strategies for the litter campaign?

Question 24

Step 10: Implementation Plan. What are the 4 major components of an Implementation Plan?

Question 25

Give an example of a step that might need to be revised based on information gleaned when developing a subsequent step.