Deck 4: Strategic Planning Concepts for Marketing Communications

Question 1

When Bell Canada bought Virgin Mobile Canada for $142 million, this was an example of:

A) a penetration strategy
B) a strategic alliance
C) a divestment strategy
D) an acquisition strategy
E) consolidation

Answer 1

D

Question 2

When Target opened in Canada with in-store Starbucks cafes, this was an example of

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

Answer 2

C

Question 3

In the business planning process, another term for execution is

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

Answer 3

B

Question 4

Strategic alliances are popular among companies who wish to reduce costs and/or

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

Question 5

Following a divestment strategy, Proctor and Gamble recently Duracell because

A) it wanted to build a stronger global presence
B) it wanted to focus on more profitable market segments
C) research showed fewer people eat chips
D) it wanted to pursue more research and development
E) there are too many competitors in the snack market

Question 6

Who formulates the overall strategic direction for an organization?

A) external planning consultants
B) middle managers
C) senior managers
D) the media
E) stock holders

Question 7

The objectives, strategies, and action plans developed by the marketing department are generally designed to help achieve

A) higher revenues
B) a wider customer base
C) more sales
D) overall company objectives
E) less waste

Question 8

After the corporate objectives are confirmed, the organization must identify the corporate strategies, which are plans outlining

A) changing demographics
B) the responsibilities of the advertising manager
C) the media required
D) the role of the marketing manager
E) how the objectives will be achieved

Question 9

When a company focuses all of its financial and marketing resources to improve sales of its products, it is following a

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

Question 10

Corporate objectives take their direction from

A) the marketing strategy
B) the customer
C) the mission statement
D) the business plan
E) senior management

Question 11

Good objective statements are written in quantifiable terms so that

A) opportunities can be identified
B) they can be used in short-term planning
C) they are easier to understand
D) they can be measured
E) they can be part of a manifesto

Question 12

A mission statement is a statement of

A) the vision statement
B) the corporate plan
C) the price of a company's products
D) an advertising campaign
E) a company's weakest link

Question 13

Where marketing planning is concerned, the major areas of marketing responsibility include:

A) identifying financial resources
B) identifying and selecting target markets
C) media planning
D) implementing corporate strategies
E) acquiring an advertising agency

Question 14

Objectives are statements that outline

A) specific details of implementation
B) necessary resources
C) a mission statement
D) what is to be accomplished
E) a marketing strategy

Question 15

Marketing plans focus on such matters as

A) return on investment
B) target market
C) operational challenges
D) human resource management
E) value of stock

Question 16

A mission statement is the foundation of

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

Question 17

The factors that a company must consider when corporate strategies are developed include

A) customer wants
B) management commitment
C) advertising agency recommendations
D) market share
E) return on investment

Question 18

Advertising can be further subdivided into

A) direct response and interactive
B) sales promotion and public relations
C) creative plans and media plans
D) public relations and events
E) marketing and communications

Question 19

The business planning process involves making decisions about

A) prices, suppliers and products
B) competitors, consumers and capital
C) markets, risks and consumer behaviour
D) objectives, strategies and tactics
E) a ten-year goal

Question 20

To increase market share from 25% to 30% by 2016 is an example of

A) a mission statement
B) a marketing strategy
C) a social responsibility objective
D) a corporate objective
E) a sales strategy

Question 21

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

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

Question 22

Consumer data falls into which section of the situation analysis?

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

Question 23

A product analysis could include

A) economic trends
B) regional market importance
C) seasonal analysis
D) social and demographic trends
E) distribution trends

Question 24

When determining a target market, geographic profiles are considered because

A) differences in regional climate zones will affect distribution
B) people in urban areas spend more
C) some people prefer to shop online
D) there are distinct regional differences that will influence marketing strategies
E) most people live in cities

Question 25

Coca-Cola and Pepsi rely heavily on media advertising and distribution strategies, which are both components of the

A) financial summary
B) competitive analysis
C) target market profile
D) marketing communications activities
E) marketing mix

Question 26

Seasonal Analysis can demonstrate an influence in sales patterns because

A) rapid changes in temperature influence consumer buying frequency
B) days become shorter in the winter thus compressing buying trips
C) traditions such as Christmas and Thanksgiving have an impact on sales volume
D) consumers spend most of their money in summer months

Question 27

Financial resources (the budget) are laid out in what section of the marketing plan?

A) media buying
B) tactics
C) target market
D) strategy
E) financial

Question 28

A psychographic profile includes information about the target audience's

A) purchase behavior
B) interests
C) competitive response
D) ethnic background
E) education

Question 29

The rapid pace of change in technology

A) makes most products more suitable for millennials
B) shortens product life cycles
C) has intimidated baby boomers
D) has made luxury cars more affordable

Question 30

Markets such as hotels and automobiles are segmented based on a combination of price and quality. When a marketer wants to know which segments are growing or declining, he/she undertakes a

A) seasonal analysis
B) media analysis
C) economic trends analysis
D) market segment analysis
E) market size and growth analysis

Question 31

Customers' loyalty towards a product is reviewed in this part of the market analysis.

A) media analysis
B) consumer data
C) consumer behavior
D) market size and growth
E) regional market importance

Question 32

The goal of contemporary communications is to engage the consumer. Engagement is driven by three factors:

A) attention, interest and desire
B) awareness, comprehension and conviction
C) objectives, strategies and tactics
D) price, place and product
E) conditions, context and content

Question 33

The Nike campaigns that show athletes excelling in their sport is guided by

A) new product activity
B) positioning strategy
C) marketing strategy assessment
D) a strategic alliance
E) an acquisition strategy

Question 34

When talking about a market background or situation analysis, an example of an external influence is

A) new-product success rates
B) sales volumes
C) technology trends
D) seasonal analysis
E) consumer data

Question 35

A product analysis assesses a product's

A) seasonal analysis
B) consumer behavior
C) technology trends
D) sales volume trends
E) economic trends

Question 36

The marketing department operates within guidelines established by

A) customers
B) the sales department
C) competitors
D) senior management
E) the accounting department

Question 37

Assessing market share trends of competitors can determine

A) which specific products to copy
B) how many competitors have identical products
C) if current marketing campaigns have the appropriate budget
D) which brands are moving forward and which are moving backward

Question 38

Information about the users of a product, such as age, gender, lifestyle and location, are included in the

A) market share trends
B) market segment analysis
C) market share
D) market analysis
E) target market analysis

Question 39

A target market is a group of customers with

A) certain similar needs and characteristics
B) money to spend
C) various backgrounds
D) political views
E) varying lifestyles

Question 40

With its E-class Cabriolet, Mercedes-Benz targets

A) men aged 35 to 45
B) men or women with incomes over $120,000
C) men with incomes over $100,000
D) women under 25
E) conservative thinkers

Question 41

When organizations participate in planned events hosted by others, this may be referred to as:

A) sales planning
B) personal selling
C) partnership marketing
D) integrated marketing
E) a sponsorship opportunity

Question 42

"To create a 75% awareness level for the Schick Quattro razor among 16 to 29 year old males" is an example of

A) a vision statement
B) a marketing communications objective
C) a value statement
D) an advertising objective
E) a media strategy

Question 43

Competition for attention is referred to as

A) noise
B) competitive attention
C) competitive awareness
D) strategic awareness
E) acquisition strategies

Question 44

Communicating with members of the distribution channel is the job of the organization's

A) sales force
B) executive team
C) advertising team
D) promotions team
E) marketing management team

Question 45

Telemarketing, direct mail and direct response television are good examples of

A) integrated communications
B) public-relations techniques
C) internal communications
D) interactive advertising
E) direct-response techniques

Question 46

Sex, humour, celebrities and product comparisons are examples of:

A) traditional and non-traditional techniques
B) advertising objectives
C) sales promotions
D) appeal techniques
E) targeting techniques

Question 47

Marketing communications strategies include

A) specific tactics
B) identification of the product line
C) the pricing strategy
D) a positioning statement
E) description of the distribution channels

Question 48

"To improve public awareness of our company's actions in the area of social responsibility marketing" is an example of

A) a vision statement
B) a marketing communications objective
C) a value statement
D) a best practice
E) a media strategy

Question 49

The value of publicity is generally worth

A) more than events and sponsorships deliver
B) less than other forms of marketing communication
C) the money paid to the news media
D) much more than value derived from paid advertising
E) far less than the effort it takes

Question 50

When a consumer thinks highly of a product after seeing an advertisement of the product, __________ has occurred.

A) positive value exchange
B) successful value exchange
C) superior value exchange
D) intended value exchange
E) failed value exchange

Question 51

When deciding what products to buy, a consumer passes through a series of stages and marketing communications can influence each stage. The stage of conviction refers to

A) learning new facts about the product
B) rejecting the product as unsuitable
C) confirming original attitudes about the product
D) gaining preference in the customer's mind

Question 52

Competition for customer attention is referred to as

A) competitive positioning
B) noise
C) engagement
D) forward strategy

Question 53

Marketing objectives typically concentrate on

A) sales volume, market share, and profit
B) brand positioning
C) the competitive landscape
D) all of the above

Question 54

McCain's launched their "Share something good" campaign that involved simpler more wholesome ingredients, new packaging, and suggesting new ways to enjoy their spicy potato wedges. The objective of the campaign was to

A) displace all of their competition in the frozen foods category
B) replace sales in other products they offer currently in decline
C) improve consumer perception of their specific product
D) reduce the cost of goods and increase profit

Question 55

A sound marketing communications plan will include only those components that

A) involve media
B) involve advertising
C) contribute to achieving the overall objectives
D) are directed at more than one target market
E) are measureable

Question 56

Documenting the nature of what a message will be and how it will be communicated is in the

A) creative plan
B) media plan
C) direct-response plan
D) budget
E) marketing plan

Question 57

At the conviction stage, the product has gained

A) preference in the customer's mind
B) interest from the customer
C) awareness for the first time
D) repeat purchases
E) trial

Question 58

Behavioral stages consumers go through when deciding what products to buy include

A) attention, interest and desire
B) awareness, comprehension and conviction
C) objectives, strategies and tactics
D) price, place and product
E) conditions, context and content

Question 59

AIDA is an acronym for a model that outlines

A) the stages of an advertising campaign
B) the stages of a communications plan
C) the different phases of a product's lifecycle
D) the stages a consumer passes through when making a buying decision
E) how agencies determine media selections

Question 60

A sales promotion section should be included in the marketing communications plan when

A) competitors launch new products
B) incentives are to be integrated into the advertising
C) demographics change
D) more statistics are required
E) sales objectives are not met

Question 61

A SWOT analysis evaluates a brand's strengths, willingness, opportunities and trials.

Question 62

Corporate plans are very specific-all activities related to product, price, distribution and marketing communications are outlined in the plan.

Question 63

A firm will look at marketing mix, target market, and control mechanisms that determine effectiveness of strategies in a marketing plan.

Question 64

Defining the role that advertising and other forms of communications will play in selling a client's product or service is part of the

A) marketing communications objectives
B) personal selling plan
C) public relations plan
D) interactive communications plan
E) experiential marketing plan

Question 65

Strategic business planning involves making decisions about objectives, strategies and tactics.

Question 66

For Target, in-store Starbucks cafes is a strategic alliance.

Question 67

In contrast to corporate plans, marketing plans are very specific in nature.

Question 68

How the seasons influence sales of a product is part of the market analysis.

Question 69

Activities, interests and opinions are three essential characteristics of psychographic profile.

Question 70

A positioning strategy statement is a working statement.

Question 71

A situation analysis includes information on external influences, a market analysis, a product analysis and a competitive analysis.

Question 72

Kellogg's sold Pringles as part of an acquisition strategy.

Question 73

A company's mission statement is the foundation of the marketing communications plan.

Question 74

By the comprehension stage in the ACCA model, interest has been created.

Question 75

After marketing strategies are confirmed, corporate objectives are developed.

Question 76

Economic trends are included in market analysis.

Question 77

Developing new products is an example of a corporate strategy.

Question 78

"To refresh the world" is an example of a corporate strategy.

Question 79

A situational analysis is sometimes called an environmental analysis.

Question 80

Distribution and market share trends are considered within the product analysis.