Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

A product analysis assesses a product's

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

The rapid pace of change in technology

Accepted Answer

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 
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 5

A mission statement is the foundation of

Accepted Answer

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

Question 6

Consumer data falls into which section of the situation analysis?

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

Developing new products is an example of a corporate strategy.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

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

Question 11

Advertising can be further subdivided into

Accepted Answer

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 
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 12

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

Accepted Answer

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 
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 13

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

Accepted Answer

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

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

Why are companies investing more heavily in direct response techniques to get their message out?

Accepted Answer

Due to advances in communications techno

Question 17

Economic trends are included in market analysis.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

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

Question 19

A positioning strategy statement is a working statement.

Accepted Answer

A) True 
 B)False

Question 20

When determining a target market, geographic profiles are considered because

Accepted Answer

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 
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

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

A product analysis assesses a product's

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

The rapid pace of change in technology

A mission statement is the foundation of

Consumer data falls into which section of the situation analysis?

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

Developing new products is an example of a corporate strategy.

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

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

Advertising can be further subdivided into

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

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

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

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

Why are companies investing more heavily in direct response techniques to get their message out?

Economic trends are included in market analysis.

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

A positioning strategy statement is a working statement.

When determining a target market, geographic profiles are considered because

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

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

A product analysis assesses a product's

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

The rapid pace of change in technology

A mission statement is the foundation of

Consumer data falls into which section of the situation analysis?

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

Developing new products is an example of a corporate strategy.

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

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

Advertising can be further subdivided into

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

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

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

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

Why are companies investing more heavily in direct response techniques to get their message out?

Economic trends are included in market analysis.

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

A positioning strategy statement is a working statement.

When determining a target market, geographic profiles are considered because

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