Marketing Planning Process
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Questions and Answers

What is the primary focus when it comes to marketing during turbulent times?

  • Discount the best brands to attract more customers
  • Maintain marketing budget at the same level
  • Drop programs quickly that are not working
  • Emphasize safety and core values (correct)
  • What message does discounting your best brands send to the market?

  • The company is innovative
  • The products are of higher quality
  • The products won't be worth the price in the future (correct)
  • Prices were too low before
  • What does 'Save the strong; lose the weak' imply in the context of the text?

  • Discount all products equally
  • Strengthen your strongest brands further (correct)
  • Focus on increasing your marketing budget
  • Maintain all existing programs
  • Why is it important to research customers more during turbulent times?

    <p>Their needs and wants are changing</p> Signup and view all the answers

    Why should companies avoid discounting their best brands according to the text?

    <p>To emphasize safety and value</p> Signup and view all the answers

    What is the suggested approach for appealing to more frugal customers while maintaining premium brands?

    <p>Create a new brand with lower prices</p> Signup and view all the answers

    What are the steps involved in the marketing process?

    <p>Analyzing market opportunities, selecting target markets, designing marketing strategies, developing marketing programs, and managing the marketing effort</p> Signup and view all the answers

    What characterizes an 'Age of Turbulence,' according to Philip Kotler?

    <p>Chaos, risks, and uncertainty in industries, markets, and companies</p> Signup and view all the answers

    What does market share represent?

    <p>The percentage of total sales in an industry earned by a specific company over a period</p> Signup and view all the answers

    What is emphasized for marketers in an 'Age of Turbulence'?

    <p>Activating automatic responses and staying innovative in turbulent times</p> Signup and view all the answers

    Why is marketing planning described as more fluid in practice?

    <p>Due to the continuously changing competitive market environment</p> Signup and view all the answers

    What factor should companies focus on to secure their market share according to the text?

    <p>Core customer segments</p> Signup and view all the answers

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