Strategic Marketing Session 8 Quiz

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Which aspect is not evaluated in the ten questions for assessing the plan?

Elimination of small complex activities

Belief in the plan

Investing sufficiently in the key 'moments of truth' (correct)

Sufficient focus on key programmes

What type of costs are suggested to be minimized in the evaluation of the plan?

Complex costs

Operational costs

Working costs

Non-essential costs (correct)

According to the content, what should the plan work through in an integrated manner?

Key programmes

Complex activities

"Moments of truth"

Silos (correct)

What is emphasized as an important target for addressing activities according to the content?

A broad enough target Signup and view all the answers

In which context are 'hot' places/people/moments suggested to be focused on in the evaluation of the plan?

"Moments of truth" Signup and view all the answers

What percentage of consumers find environmental preservation to be an extremely important value?

65% Signup and view all the answers

Which type of sustainability focuses on improving the lives of people touched by a brand and company?

Social sustainability Signup and view all the answers

What percentage of consumers consider social tolerance to be very important?

63% Signup and view all the answers

In terms of sustainability, which type focuses on long-term good practices over growth at any cost?

Economic sustainability Signup and view all the answers

What is the primary focus of environmental sustainability?

Minimizing business impact on the environment Signup and view all the answers

Which cause is NOT the only one important for consumers, according to the text?

Economic sustainability Signup and view all the answers

What is the primary focus of SOCIAL SUSTAINABILITY as mentioned in the text?

Improving the lives of people connected to the brand Signup and view all the answers

What is one way in which Zara supports SOCIAL SUSTAINABILITY?

Collecting and donating clothes to an NGO Signup and view all the answers

What do CONSUMER EXPECTATIONS urge brands to do according to the text?

Support social causes and engage consumers Signup and view all the answers

Which of the following is NOT a key aspect of BRAND COMMITMENT as discussed in the text?

Being inconsistent Signup and view all the answers

What role does PURPOSE play in the context of BRAND COMMITMENT?

It guides the brand towards consistent actions Signup and view all the answers

What is one of the key evaluation questions mentioned for assessing a plan as per the text?

Can our plan deliver excellent execution? Signup and view all the answers

What is the main focus of the 'Penetration Strategy' mentioned in the text?

Establishing a unique differentiated icon as the face of the brand Signup and view all the answers

In the context of a changing environment, what does the text suggest about the control of 'Message' and 'Media'?

Message controlled by consumers and Media controlled by brand owners Signup and view all the answers

What is the significance of 'Zero Moment of Truth' in the context mentioned in the text?

It refers to the moment when consumers decide to engage with a brand's message Signup and view all the answers

What role are consumers expecting brands to play in the current scenario?

Be actively involved and committed to supporting specific causes Signup and view all the answers

What is highlighted as a key aspect of the changing environment related to social networks?

Importance of virality for brand promotion and visibility Signup and view all the answers

Which element is central to the 'Brand Commitment' concept discussed in the text?

Consumers preferring brands that actively support particular causes Signup and view all the answers

What is the main focus of economic sustainability according to the text?

Long-term focus and good practices Signup and view all the answers

Which of the following best describes social sustainability based on the text?

Improving the lives of people associated with the brand and company Signup and view all the answers

What distinguishes brands that prioritize environmental sustainability in their DNA according to the text?

They help solve environmental issues beyond their direct impact Signup and view all the answers

Which commitment related to environmental sustainability is mentioned in the text?

Pledge to manufacture products using recycled polyester by 2024 Signup and view all the answers

How is the price of $220/pair (>1 bn USD) related to 'Run for the Oceans' according to the text?

It is a donation amount for each kilometer run in the event Signup and view all the answers

In what way does economic sustainability differ from social sustainability based on the text?

Economic sustainability prioritizes good practices over growth, while social sustainability aims to enhance people's well-being Signup and view all the answers