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Marketing Planning Essentials Quiz

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Questions and Answers

What is the responsibility of mid-management in short-term marketing planning?

Selecting target market(s)
Designing and developing marketing strategy
Allocating resources to achieve objectives
Developing bi-annual or annual plans (correct)

What is included in long-term marketing planning?

The selection of a price policy, a distribution channel, and media advertising (correct)
Defining marketing objectives
Forecasting and start planning
Analyzing the existing situation and marketing opportunities

What is the main objective of marketing planning?

To analyze the existing situation and marketing opportunities
To define marketing objectives
To develop marketing strategies and techniques
To achieve the company's business goals (correct)

Who is responsible for long-term marketing planning?

Top management (C) Signup and view all the answers

What is the first step in the marketing planning process?

Understanding the current business situation (B) Signup and view all the answers

What does customer experience involve?

Customer’s cognitive, emotional, behavioral, sensorial, and social components (C) Signup and view all the answers

What does customer journey management involve?

Understanding and managing customers’ experiences throughout their shopping journey (D) Signup and view all the answers

What are the phases of consumer purchase behaviors included in customer journey management?

Need recognition, consideration, search, choice, consumption (A) Signup and view all the answers

Why is the purchase decision process relevant to customer journey management?

To identify specific trigger points that lead customers to continue or discontinue their purchase journey (D) Signup and view all the answers

What does customer experience involve in terms of the offering?

Multiple aspects of the offering such as brand, atmospherics, technology (C) Signup and view all the answers

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