Exam 8: Strategic Planning

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

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

What is the difference between a category sell problem and a competitive sell problem?

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

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

Jana is an account planner at an advertising agency.She conducts consumer research to gain a better understanding of her clients' brands and their customers.How is the outcome of this strategic research communicated to the creative teams that work on these clients' accounts?

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 ________.

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

What are two possible marcom objectives in the association category of the Facets Model of Effects?

The T in SWOT analysis stands for ________.

Emotions tend to generate conclusions but not necessarily actions,while thoughts and reasoning more frequently lead to actions.

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

A brand's position is based on a particular feature or attribute as well as on some notion of comparison to other brands.

Identifying market segments happens in marketing plans,but targeting audiences for specific messages happens in brand communication plans.

Once a position is established in consumers' minds,it is difficult for marketers to change it.

Mean Jeans is a brand of durable and fashionable jeans marketed to 14-to-24-year-old boys and men.In the data analysis process,an account planner for Mean Jeans discovers that the total amount of money spent on jeans by all 14-to-24-year-old males has decreased by 8% in the past year.This represents a(n)________ problem.

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. -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?

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

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?

Stimulating trial,sample or purchase is one type of persuasion objective that might be included in a marcom plan.