Deck 2: Strategic Planning Principles

Question 1

If Skechers Canada Inc. wanted to develop a strong marketing communications plan then it should prepare it after completing the marketing plan.

Answer 1

False

Question 2

One of the current trends in Canada is that consumers are earning more so the percentage of income spent on basic necessities is decreasing.

Answer 2

False

Question 3

Sales promotions concentrate on reaching and influencing consumers, distributors, and the company's sales force.

Answer 3

True

Question 4

Current marketing communications activities are found under the product (brand) analysis section of the marketing background.

Question 5

When Canada Post placed outlets within Shopper's Drug Mart, they combined their resources for the purpose of satisfying the customer, with the formation of a strategic alliance.

Question 6

Marketing strategy is the process of determining objectives and identifying strategies and tactics to help achieve objectives.

Question 7

The control measure of a marketing plan helps to determine whether the contingency plan is necessary.

Question 8

Apple and IBM could benefit from a strategic alliance strategy.

Question 9

Marketing plans and marketing communications plans are both strategic and tactical in nature.

Question 10

A marketing communications plan is usually prepared by the organization internally.

Question 11

All activities in marketing communications are easy to measure so there are no excuses for not being able to provide results for each element of the plan.

Question 12

In Canada, the market for cell phones has many competitors, each offering a unique marketing mix. This is an example of an oligopoly.

Question 13

Social and demographic trends is information included in the external influences.

Question 14

Marketing plans are short term in nature.

Question 15

A corporate objective is a statement of an organization's purpose and operating philosophy and provides guidance and direction for the operations of the company.

Question 16

Spending power and wealth has a strong impact on spending patterns of consumers.

Question 17

Toyota conducts a SWOT analysis in order to evaluate the brand's strengths, willingness, opportunities and trials.

Question 18

An example of a marketing objective would be "to generate an after budget profit of $600 000 in the next twelve months".

Question 19

The creative plan documents what the nature of the advertising message will be.

Question 20

As a population, Canadians are generally more health conscious than ever before.

Question 21

Identify and describe the two primary components of an advertising plan. How do they relate to each other?

Question 22

Identify each of the four steps of marketing planning.

Question 23

Provide an example of a marketing communications objective?

Question 24

If the objective for the target market was a clean kitchen floor, which of the list below would be an example of indirect competition to using a broom?

A) a housekeeping service
B) a Swiffer dust mop
C) a central vac system
D) a vacuum
E) a brush and dust pan

Question 25

Identify the five main strategic options available to companies.

Question 26

List the five external influences on a company's strategic plan and give an example of each.

Question 27

In the strategic planning process, another term for "execution" is

A) concepts.
B) mission.
C) strategies.
D) tactics.
E) objectives.

Question 28

The general state of the economy is directly determined by the following elements EXCEPT for

A) growth rates in the gross domestic product.
B) inflation rates.
C) the number of baby boomers in the population.
D) the value of the Canadian dollar.
E) employment rates.

Question 29

What is the difference between marketing strategy and marketing execution?

Question 30

Explain the SWOT analysis and the function it serves in marketing planning.

Question 31

Strategic Planning is the process of determining __________, __________ and __________.

A) market segments, target markets, positioning statements
B) mission statements, objectives, tactics
C) objectives, tactics, segments
D) objectives, positioning, tactics
E) objectives, strategies, tactics

Question 32

What is a marketing communication plan and who usually prepares it?

Question 33

Identify the five methods for determining a marketing budget.

Question 34

Describe the difference between an oligopoly and monopolistic competition, providing an example of each type of economy.

Question 35

Define "marketing control" and give an example of marketing control.

Question 36

List and discuss the three common variables of a strategic (or corporate) plan.

Question 37

Outline the key demographic and social influences that currently exist in Canada that all marketers need to take into consideration when strategic planning.

Question 38

Identify and describe the common characteristics used to define a target market.

Question 39

A market situation in which only a few brands control the market is called a(n)

A) oligopolistic competition.
B) monopoly.
C) monopolistic oligopoly.
D) monopolistic competition.
E) oligopoly.

Question 40

What is positioning and why is it important to the marketing plan?

Question 41

A mission statement is the foundation of the

A) public relations plan.
B) marketing plan.
C) media plan.
D) corporate plan.
E) advertising plan.

Question 42

When Apple places significant investment in research and development in order to launched innovative products, they were using this common corporate strategy for growth.

A) penetration
B) divesting
C) new product development
D) acquisition
E) strategic alliance

Question 43

A plan of action for acquiring companies that represent attractive financial opportunities is called a(n)

A) marketing strategy.
B) acquisition strategy.
C) expansion strategy.
D) strategic alliance.
E) penetration strategy.

Question 44

A consumer becomes thirsty at a local sporting event. He is trying to decide between purchasing a soda or a beer. This is an example of

A) indirect competition.
B) monopolistic competition.
C) economic competition.
D) direct competition.
E) oligopolistic competition.

Question 45

When developing a marketing communications strategy a target market profile is critical. What characteristics of the profile help the marketers focus on lifestyle?

A) behaviour response
B) geographic
C) psychographic
D) demographic
E) economic

Question 46

Competition from alternative products and services that satisfy the needs of a common market is called

A) monopolistic competition.
B) direct market.
C) direct competition.
D) indirect competition.
E) oligopoly.

Question 47

Andrea posted a video of describing how much she loves her new digital camera. This is an example of

A) regulatory influences.
B) product life cycle.
C) consumer-generated content.
D) psychographic description.
E) economic trends.

Question 48

When Stelco, a Canadian steel company, purchased a laser-technology company from one of Canada's leading parts manufacturers for the automobile industry, they followed a(n)

A) strategic alliance.
B) divestment strategy.
C) penetration strategy.
D) acquisition strategy.
E) new product strategy.

Question 49

Frito-Lay invests a significant amount of money in marketing programs and aggressively markets its existing products to retain its position in the market. This is an example of a(n)

A) diversification strategy.
B) investment strategy.
C) penetration strategy.
D) acquisition strategy.
E) new product development strategy.

Question 50

"To increase return on investment from 20% to 25% in 20XX". This is an example of a

A) mission statement.
B) strategic objective.
C) sales objective.
D) marketing objective.
E) corporate objective.

Question 51

A statement of an organization's purpose and operating philosophy is called a

A) corporate plan.
B) marketing objective.
C) marketing plan.
D) marketing statement.
E) mission statement.

Question 52

The strategic planning process usually starts with a(n) __________ plan.

A) preliminary
B) marketing
C) overall strategic
D) marketing communications
E) corporate

Question 53

Which of the following offerings best fits the baby boomer population in Canada?

A) coloured denim
B) athletic shoes
C) community-based retirement condominiums
D) retirement savings plans
E) business administration courses

Question 54

Dannon has recently introduced a low fat, low sugar yogurt targeted to women. With this new product introduction, Dannon is taking __________ trends into consideration.

A) demographic
B) competitor
C) economic
D) social
E) technological

Question 55

A(n) __________ strategy involves aggressive marketing of a company's existing products.

A) strategic alliance
B) new product development
C) penetration
D) acquisition
E) status quo

Question 56

Bombardier Inc. is developing a corporate strategy. It must take all of the following factors into account, except

A) degree of competition.
B) marketing strength.
C) current sales levels.
D) financial resources.
E) research and development capabilities.

Question 57

Industry Canada regulates Canadian businesses through

A) the Free Trade Act.
B) the Competition Act.
C) the Ministry of Consumer Affairs.
D) the Price Act.
E) the Canadian Code of Advertising Standards.

Question 58

One key demographic trend in Canada is that the population is concentrated in __________ areas.

A) aboriginal
B) non-English speaking
C) suburban
D) urban
E) rural

Question 59

A plan which sets out objectives for a brand and how the various elements of the marketing mix will be employed is a called a

A) marketing communications plan.
B) corporate plan.
C) strategic plan.
D) marketing plan.
E) brand plan.

Question 60

The Target and Starbucks strategic alliance, like all alliances, allowed the companies to reduce costs and

A) improve operating efficiencies.
B) consolidate their operations.
C) invest in research and development.
D) acquire more companies.
E) build their leadership position.

Question 61

When Nike assesses its market size and growth it is conducting a(n)

A) economic trends analysis.
B) seasonal analysis.
C) market analysis.
D) market segment analysis.
E) media analysis.

Question 62

"To increase dollar sales from $2 000 000 to $2 200 000 in 20XX." This is an example of a(n)

A) advertising objective.
B) mission statement.
C) marketing communication objective.
D) corporate objective.
E) marketing objective.

Question 63

A target market should be described in terms of similar needs and characteristics, including: demographic profile, psychographic profile, geographic profile, and

A) economic profile.
B) behaviour response.
C) lifestyle profile.
D) positioning profile.
E) social profile.

Question 64

__________ involves analyzing, planning, implementing, and controlling marketing initiatives to satisfy target market needs and achieve organizational objectives.

A) Corporate planning
B) Strategic planning
C) Marketing planning
D) Penetration strategy
E) Contingency planning

Question 65

The advertising plan is divided into two primary components: creative and

A) target market.
B) advertising objectives.
C) positioning.
D) segmentation.
E) media.

Question 66

Molson Canada has a clear plan of action that shows how price, place, promotion and product changes will be used to satisfy the needs of their target market. This is a

A) promotional plan.
B) marketing communications plan.
C) corporate plan.
D) marketing plan.
E) strategic plan.

Question 67

A review of external influences in the background analysis could include

A) investment analysis.
B) market size and growth.
C) economic trends.
D) sales volume.
E) new product activity.

Question 68

The marketing planning process involves four basic steps. The final step in the marketing planning process is

A) planning marketing programs.
B) implementing marketing programs.
C) analyzing market opportunities.
D) developing marketing strategies.
E) controlling marketing initiatives.

Question 69

Procter & Gamble undergo a process of measuring and evaluating the results of marketing plans so they can take corrective action if necessary. This is called

A) marketing communications planning.
B) marketing control.
C) marketing planning.
D) results planning.
E) corporate planning.

Question 70

American Express has the slogan "membership has its privileges" in order to place an image that the marketers desire the brand to have in the minds of consumers. This is called

A) target marketing.
B) social/cultural image.
C) marketing communications.
D) market planning.
E) positioning.

Question 71

A marketing communications plan is a document that is usually prepared by

A) media specialists.
B) senior management.
C) the target market.
D) an outside organization.
E) the marketing director.

Question 72

The Coca-Cola Company assesses each of its brand's past market share performance. This analysis would be included in the __________ section of the marketing plan.

A) market analysis
B) target market analysis
C) external analysis
D) product analysis
E) competitor analysis

Question 73

If a company believes that their marketing budget should be determined by taking a predetermined portion of forecasted sales, they are using this method for determining a marketing budget.

A) Market Share
B) Task/Objective
C) Fixed Sum/Unit
D) Sales Share
E) Percentage of Sales

Question 74

The goal of the media plan is to provide

A) an internet presence.
B) maximum impact at minimum cost.
C) more broadcast than print.
D) mass audiences.
E) maximum impact at maximum cost.

Question 75

In order to prepare a thorough Marketing Background for a Marketing Plan, it is essential to include a market analysis, target market analysis, product (brand) analysis, SWOT analysis, and __________ analysis.

A) advertising
B) competitor
C) corporate
D) communication
E) distribution

Question 76

Consumer data falls into which section of the Marketing Background of a Marketing Plan?

A) product analysis
B) SWOT analysis
C) external influences
D) competitive analysis
E) target market analysis

Question 77

A SWOT analysis would be used to assist in marketing planning, and consists of a study of the organization's

A) market research and budget analysis.
B) sales volume, who other products, and the media.
C) strategic goals, when, how, who.
D) market share, strengths, weaknesses, and budgets.
E) strengths, weaknesses, opportunities and threats.

Question 78

Marketing control is the process of measuring and evaluating the results of

A) market segment analysis.
B) market research.
C) marketing strategies and plans.
D) media budgets.
E) seasonal analysis.

Question 79

There are various methods for developing a marketing communications budget, one of which is

A) based on resources available.
B) to spend less than required.
C) determined by guessing.
D) based on sales.
E) taken from research.

Question 80

Mountain Dew has the following objective: "To achieve a trial purchase rate of 25% for the new flavour among members of the primary target market." This is an example of a(n)

A) marketing objective.
B) advertising objective.
C) corporate objective.
D) sales promotion objective.
E) marketing communications objective.