Lesson 3.5: Marketing Strategy and Market Planning (ACTIVITIES)

Question 1

is almost a lost art. saying ‘hello’, ‘good afternoon’, ‘sir’, and ‘thank you very much’ are a part of good customer service. for any business, using good manners is appropriate whether the customer makes a purchase or not

Answer 1

politeness

Question 2

the relationship between benefits and the costs including money, stress, and time to sacrifice that is necessary to get those benefits

Answer 2

customer value

Question 3

the act of taking care of the customer’s need by providing and delivering professional, helpful, high-quality service and assistance before, during, and after the customer’s requirements are met. customer service is meeting the needs and desires of any customer

Answer 3

customer service

Question 4

it will make earlier agents of change look inadequate. the key facilitator is the technology available to marketers. crm weds the individual customer and technology in ways that are unique. these fourth-wave relationships, propelled by a confluence of technological advances, will themselves change at geometric rates

Answer 4

customer

Question 5

relationships are based on communication. your customers and users want to communicate with you, so be sure to communicate with them often. relationship marketing works well when you strive to be there for your customers

Answer 5

communicate often

Question 6

Planning encourages management to think systematically about what has happened, what is happening and ____________.
A. when it is happening
B. what might happen
C. should something happen
D. should something stop

Answer 6

what might happen

Question 7

_____ is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
A. strategic planning
B. strategic control
C. strategic networking
D. market planning

Answer 7

strategic planning

Question 8

For most companies, the first step in the strategic planning process is to:
A. set company objectives and goals
B. design the business portfolio
C. define the company mission
D. review planning, marketing, and other functional strategies

Answer 8

C. define the company mission

Question 9

It is shaped by your business strategy, your marketing strategy is your purpose; it’s the offering you deliver, how you will deliver it, and why your marketing efforts will help you achieve your company’s mission and strategic goals. Once you have your strategy, only then will you be able to develop an effective marketing plan.
A. Marketing Strategy
B. Marketing Plan
C. Strategic Planning
D. Planning

Answer 9

marketing strategy

Question 10

Driven by your strategy, your marketing plan is the execution; the roadmap of tactical marketing efforts that help you achieve your marketing goals. Your plan is your detailed campaign of what you will do, where you will do it, when you will implement it, and how you will track success.
A. Marketing Strategy
B. Marketing Plan
C. Strategic Planning
D. Planning

Answer 10

marketing plan