Exam 8: Strategic Planning

Which of the following refers to the overall direction of a marcom plan?

The principle of repositioning is to move ahead while maintaining the same ________.

The marketing plan process typically follows business planning.

Explain how 7-Up,described in "A Matter of Practice," repositioned its brand.

Of the following,it is most important for marketers to develop ________ for their brands.

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

In a SWOT analysis,a(n)________ is an area in which the company could develop an advantage over its competition.

A strategic business unit is best defined as ________.

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. -In terms of the SWOT analysis,the fact that the demographic analysis indicated that this age group of women will increase considerably in the next 10 years represents a(n)________.

Explain insight mining and why it is important.