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Correct campaign planning sequence for EcoPure is
 
Research then objectives then strategy
 
Strategy then research then objectives
 
Objectives then strategy then research
 
Strategy then objectives then research
Same government policy can appear in both SWOT and PESTLE
 
True
 
False
Strongest strategic position for SolarSpark is
 
High strengths and high opportunities
 
High strengths and high threats
 
High weaknesses and high threats
 
High weaknesses and low opportunities
Best link between PESTLE and SWOT is
 
PESTLE feeds external data into opportunities and threats
 
SWOT replaces PESTLE
 
PESTLE identifies strengths
 
They analyse identical information
Marketing objectives should never change once set
 
False
 
True
SolarSpark should revise objectives when
 
Objectives have been exceeded
 
Objectives are still relevant
 
No market change
 
Competitor activity stable
Aldi ability to offer low prices is a SWOT
 
Strength
 
Weakness
 
Opportunity
 
Threat
A technological breakthrough by a rival solar company is a SWOT
 
Threat
 
Strength
 
Opportunity
 
Weakness
SWOT uses PESTLE to help identify opportunities and threats
 
True
 
False
New government funding for renewables is a SWOT
 
Opportunity
 
Strength
 
Weakness
 
Threat
Internal factor most affecting EcoPure campaign quality is
 
Staff expertise
 
Inflation
 
Government grants
 
Climate policy
PESTLE looks at both internal and external factors
 
False
 
True
PESTLE factor that most benefits SolarSpark is
 
Environmental
 
Legal
 
Economic
 
Political
Growing concern for climate change is mainly which PESTLE factor
 
Social
 
Political
 
Legal
 
Economic
Social media adoption trends are only a technological factor
 
False
 
True
New UK data protection legislation is which PESTLE factor
 
Legal
 
Technological
 
Environmental
 
Economic
Rising interest rates fall under which PESTLE factor
 
Economic
 
Political
 
Social
 
Legal
A threat to SolarSpark is
 
Cuts to green energy subsidies
 
Well trained staff
 
Strong cash flow
 
High customer satisfaction
Threats are usually beyond the control of a business
 
True
 
False
SWOT factor that is always external is
 
Opportunity
 
Strength
 
Weakness
 
Staff expertise
A strength for Aldi is
 
Efficient supply chain
 
High energy costs
 
New competitor opening nearby
 
Reduced consumer spending
Lack of digital marketing skills inside SolarSpark is a
 
Weakness
 
Strength
 
Opportunity
 
Threat
EcoPure marketing budget is an internal influence
 
True
 
False
Internal influence on SolarSpark is
 
Installer skill levels
 
Energy price inflation
 
Government net zero policy
 
Planning legislation
Factor most likely to force EcoPure to change positioning
 
Shift in customer attitudes to sustainability
 
New competitor pricing
 
Staff holidays
 
Office relocation
Aldi Specialbuys mainly increase
 
Promotional excitement and urgency
 
Production costs
 
Legal compliance
 
Market exit
Prices are highest during maturity stage
 
False
 
True
Product life cycle stage for UK solar energy is
 
Growth
 
Introduction
 
Decline
 
Withdrawal
Aims are broader than objectives
 
True
 
False
Best activity to support SolarSpark brand awareness is
 
Targeted social media advertising
 
Reducing staff training
 
Increasing warehouse size
 
Changing suppliers
Best SMART objective for Aldi is
 
Increase online grocery sales by 15 percent by December
 
Sell more products
 
Improve reputation
 
Become more efficient
Strong branding allows EcoPure to charge higher prices
 
True
 
False
Why is a clear USP critical in renewables
 
Distinguishes similar competitors
 
Reduces legal costs
 
Lowers production costs
 
Increases staff wages
SolarSpark strongest USP is
 
Free lifetime maintenance
 
We sell solar panels
 
Competitive prices
 
The panels generate free electricity
EcoPure logo alone represents the full brand
 
False
 
True
EcoPure focus on trust sustainability and expertise is an example of
 
Brand personality
 
Brand identity
 
Brand logo
 
Brand positioning
Weakest segmentation strategy for Aldi is
 
Targeting everyone the same way
 
Targeting price sensitive shoppers
 
Targeting households
 
Targeting families and students
Segmentation type for EcoPure targeting customers by energy saving behaviour is
 
Behavioural
 
Demographic
 
Geographic
 
Psychographic
Aldi primarily uses niche marketing rather than mass marketing
 
False
 
True
SolarSpark targets homeowners aged 30 to 55 with high environmental concern. This is
 
Psychographic and demographic
 
Geographic
 
Behavioural
 
Mass marketing
A marketing objective must always include money
 
False
 
True
Which is a long term strategic aim for Aldi
 
Become the UKs most trusted value supermarket
 
Increase Instagram followers this week
 
Sell 500 more milk units today
 
Launch one TV advert
Which T in SMART is missing from the objective Increase EcoPure sales
 
Timed
 
Targeted
 
Tested
 
Tracked
For SolarSpark marketing only begins once solar panels are installed
 
False
 
True
Primary purpose of marketing for Aldi is what
 
Identify anticipate and satisfy customer needs profitably
 
Minimise staffing costs
 
Outperform Lidl only
 
Reduce supplier prices
Which objective is most SMART for SolarSpark
 
Increase solar panel enquiries by 20 percent in 6 months
 
Grow the business quickly
 
Become the UKs best solar brand
 
Improve online presence
EcoPure aim to increase national brand awareness is automatically a SMART objective
 
False
 
True
EcoPure mission to grow awareness of renewable energy among young homeowners is best described as
 
A marketing aim
 
A marketing objective
 
A marketing tactic
 
A financial target
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