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Exam 7: Strategic Planning

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Question 71

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The marketing plan process typically follows business planning.

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Question 72

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The marketing mix strategy includes decisions about the target market,brand position,product design and performance,pricing,distribution,and marketing communication.

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Question 73

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A business plan often begins with a vision statement or mission statement.

The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a message brief.

Contrast the roles of account manager and account planner.

To be a(n) ________,an account planner must be able to express the research findings in one startlingly simple statement.

FEED USA + Target is a new 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 ________.

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

Eric is an account planner at a major advertising agency.What three elements are at the heart of an advertising plan and represent the decisions Eric is responsible for as the account planner?

A strategic business unit is best defined as ________.

Who in an advertising agency is most accurately described as "speaking for the consumer" or "speaking with the voice of the consumer"?

Richard is tasked with developing the marketing plan for his family's business.Give a general outline of the major components of this type of plan.

The consumer insight process begins with ________.

In advertising,diversity tends to be discussed mostly in terms of representations of age,ability,and gender.

A brand that consumers describe as loving,trustworthy,or protective has most likely established a ________.

A brand is sometimes defined as a(n) ________ because it establishes an expectation based on familiarity,consistency,and predictability.

Tom was given the task of writing the objectives for a marcom plan.Briefly explain the logic of objectives.

Sales objectives may be set annually,quarterly,or even weekly.

Distinguish between goals and objectives.

The following statement appeared in an organization's business plan: "Quick and Dirty Auto Repair aims to offer high-quality auto repair services and a full range of auto parts,focusing on personalized,convenient,and rapid service." Which part of a business plan does this represent?