Ch2 Exam Prep 10 Steps In The Strategic Marketing Planning

CHAPTER 2 10 STEPS IN THE STRATEGIC MARKETING PLANNING PROCESS

Type: E

1. For the Marketing Highlight discussing WaterSense, what similar effort did EPA leverage to inspire this effort.

a. ENERGY STAR.

Type: E

2. What is the essence of the Product Concept?

a. “Build it and they will come.”

Type: E

3. What is the essence of the Selling Concept?

a. Left alone, consumers won’t buy enough to meet goals so marketers must undertake an aggressive selling and promotion effort.

Type: E

4. What is the essence of the Marketing Concept?

a. Instead of a “make and sell” philosophy, it is a “sense and respond.” In other words, a customer orientation.

Type: E

5. Step 1: Give an example of a social issue that a social marketing effort might address.

a. A wicked problem in the area of health, safety, environment, community, or financial well-being

Use the social issue you identified in Q5 to answer Q6, Q7 and Q8:

Type: E

6. Step 1: Give an example of a background statement related to that social issue.

a. Some fact, statistic or trend related to the social issue identified.

Type: E

7. Step 1: Give an example of a purpose statement for a social marketing effort related to that social issue.

a. Most often begins with “decrease, increase, improve, eliminate, reduce.”

Type: E

8. Step 1: Give an example of a focus for a social marketing effort to contribute to this purpose.

a. Can be a strategy, a population, a practice

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9. Step 2: What are the five major components of a Situation Analysis?

a. Internal Strengths, Internal Weaknesses, External Opportunities, External Threats, Past or Similar Efforts

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10. Step 3: Select Target Audience. Why do you select a target audience before you set the behavior objective?

a. The desired behavior often varies by target audience.

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11. Step 4: What is a behavior objective?

a. What your effort will be created to influence a target audience to Do.

For questions 12-16, consider an effort to get teenagers not to text and drive.

12. Step 5: Which one of the following is not a potential Barrier for texting and driving?

a. Not feeling at risk

b. Thinking it can’t wait;

c. Worried I’ll get caught

d. Wanting to fit in

e. Enjoy the distraction

13. Step 5: Which one would not be a potential perceived Benefit for not texting and driving?

a. Not getting in an accident

b. Not getting a ticket

c. My friend knows if I am running late and when I’ll be there

d. Not getting in trouble with my parents

Type: E

14. Step 5: What would be a potential Motivator for not texting and driving?

a. Knowing of someone like me who was in an accident; having it become a primary law where can be pulled over if seen; if my phone wouldn’t work when driving; if my phone was out of reach

Type: E

15. Step 5: What is the Competition for not texting and driving?

a. The norm for this group to be texting and driving

Type: E

16. Step 5: Who is an Influential Other that you might tap to influence the teen?

a. A friend, peer or older sibling who had an accident or a close call. A parent deciding not to text and drive in the future

Type: E

17. Step 6: Positioning: In the Litter case example, what are at least two things that program managers wanted people who litter to believe:

a. They will be seen; they will get caught; fines are steeper than they thought; disposing of litter is a better, cheaper option.

Type: MR

18. Step 7: Marketing Mix. Which ones of the following are not one of the intervention tools in the marketer’s toolbox?

a. Product

b. Positioning

c. Price

d. Policy

e. Place

f. Promotion

g. Partners

For Q19-Q22, think back to the Litter Case Example:

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19. Step 7: What was the major product used to support the anti-littering effort?

a. The Hotline to report littering

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20. Step 7: What was a price strategy for the litter campaign?

a. The emphasis on fines for littering

Type: E

21. Step 7: What was a place strategy mentioned for the litter campaign?

a. The Hotline was available 24/7 for reporting littering, as was the website

Type: E

22. Step 7: What was one of the major promotion strategies for the litter campaign?

a. Paid advertising, road signs, mailings, posters, publicity, Web sites, stickers, decals, special events

Type: E

23. Step 8: Evaluation Plan. Why is the Evaluation Plan completed before Steps 9?

a. So that there will be planned funding for it

Type: MR

24. Step 9: Budget. Which of the following are not a component of the Plan’s budget:

a. Product-Related Strategies

b. Formative Research

c. Price-Related Strategies

d. Distribution-Related Strategies

e. Promotions

f. Evaluation

g. Pretesting

Type: E

25. Step 10: Implementation Plan. What are the 4 major components of an Implementation Plan?

a. 1) Who will do 2) What, 3) When, for 4) How much.

Type: F

26. Each step should be considered a ______ prior to completing a plan, because you may need to go back and make a revision to a prior step.

a. Draft

Type: E

27. Give an example of a step that might need to be revised based on information gleaned when developing a subsequent step.

a. Target Audience, Goals, Positioning, 4Ps