Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

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 
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 3

Explain Alexander Keith's strategy to achieve growth.

Accepted Answer

Alexander Keith's invested in research a

Question 4

Why is a situation analysis included as a section in a marketing plan and what type of information does it contain?

Accepted Answer

The situation analysis provides the back

Question 5

After marketing strategies are confirmed, corporate objectives are developed.

Accepted Answer

A) True 
 B)False

Question 6

Outline three general marketing communications objectives.

Accepted Answer

Marketing communications can be effectiv

Question 7

Describe each of the following corporate strategies to achieve growth and give an example for each: penetration strategy, new products strategy, and strategic alliance.

Accepted Answer

Penetration strategy: A company like Coc

Question 8

A psychographic profile includes information about the target audience's

Accepted Answer

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

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Why is a mission statement important? What makes a good mission statement?

Accepted Answer

A mission statement is the foundation of

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

AIDA is an acronym for a model that outlines

Accepted Answer

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 
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 13

A target market is a group of customers with

Accepted Answer

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

Question 14

What are three essential characteristics in a psychographic profile? Describe how this knowledge would influence the direction of communications message strategies.

Accepted Answer

The psychographic profile includes three

Question 15

Seasonal Analysis can demonstrate an influence in sales patterns because

Accepted Answer

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 
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 16

"To generate an after-budget profit of $600,000 in the next 12 months" is an example of a marketing objective.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

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

Question 18

Why is it important to conduct a competitive analysis? Describe the two main marketing mix activities typically assessed in a competitive analysis.

Accepted Answer

It is wise to know a competitor's produc

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

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

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

Explain Alexander Keith's strategy to achieve growth.

Why is a situation analysis included as a section in a marketing plan and what type of information does it contain?

After marketing strategies are confirmed, corporate objectives are developed.

Outline three general marketing communications objectives.

Describe each of the following corporate strategies to achieve growth and give an example for each: penetration strategy, new products strategy, and strategic alliance.

A psychographic profile includes information about the target audience's

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

Why is a mission statement important? What makes a good mission statement?

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

AIDA is an acronym for a model that outlines

A target market is a group of customers with

What are three essential characteristics in a psychographic profile? Describe how this knowledge would influence the direction of communications message strategies.

Seasonal Analysis can demonstrate an influence in sales patterns because

"To generate an after-budget profit of $600,000 in the next 12 months" is an example of a marketing objective.

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

Why is it important to conduct a competitive analysis? Describe the two main marketing mix activities typically assessed in a competitive analysis.

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

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

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 4: Strategic Planning Concepts for Marketing Communications

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

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

Explain Alexander Keith's strategy to achieve growth.

Why is a situation analysis included as a section in a marketing plan and what type of information does it contain?

After marketing strategies are confirmed, corporate objectives are developed.

Outline three general marketing communications objectives.

Describe each of the following corporate strategies to achieve growth and give an example for each: penetration strategy, new products strategy, and strategic alliance.

A psychographic profile includes information about the target audience's

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

Why is a mission statement important? What makes a good mission statement?

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

AIDA is an acronym for a model that outlines

A target market is a group of customers with

What are three essential characteristics in a psychographic profile? Describe how this knowledge would influence the direction of communications message strategies.

Seasonal Analysis can demonstrate an influence in sales patterns because

"To generate an after-budget profit of $600,000 in the next 12 months" is an example of a marketing objective.

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

Why is it important to conduct a competitive analysis? Describe the two main marketing mix activities typically assessed in a competitive analysis.

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

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

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters