CHAPTER 2 10 STEPS IN THE STRATEGIC MARKETING PLANNING PROCESS
1. For the Marketing Highlight discussing WaterSense, what similar effort did EPA leverage to inspire
this effort.
Type: E
2. What is the essence of the Product Concept?
3. What is the essence of the Selling Concept?
4. What is the essence of the Marketing Concept?
5. Step 1: Give an example of a social issue that a social marketing effort might address.
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.
7. Step 1: Give an example of a purpose statement for a social marketing effort related to that social
issue.
8. Step 1: Give an example of a focus for a social marketing effort to contribute to this purpose.
9. Step 2: What are the five major components of a Situation Analysis?
10. Step 3: Select Target Audience. Why do you select a target audience before you set the behavior
objective?
11. Step 4: What is a behavior objective?
12. Step 5: Which one of the following is not a potential Barrier for texting and driving?
13. Step 5: Which one would not be a potential perceived Benefit for not texting and driving?
14. Step 5: What would be a potential Motivator for not texting and driving?
15. Step 5: What is the Competition for not texting and driving?
16. Step 5: Who is an Influential Other that you might tap to influence the teen?
17. Step 6: Positioning: In the Litter case example, what are at least two things that program managers
wanted people who litter to believe:
18. Step 7: Marketing Mix. Which ones of the following are not one of the intervention tools in the
marketer’s toolbox?
19. Step 7: What was the major product used to support the anti-littering effort?
20. Step 7: What was a price strategy for the litter campaign?
21. Step 7: What was a place strategy mentioned for the litter campaign?
22. Step 7: What was one of the major promotion strategies for the litter campaign?
23. Step 8: Evaluation Plan. Why is the Evaluation Plan completed before Steps 9?
24. Step 9: Budget. Which of the following are not a component of the Plan’s budget:
25. Step 10: Implementation Plan. What are the 4 major components of an Implementation Plan?
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.
27. Give an example of a step that might need to be revised based on information gleaned when
developing a subsequent step.