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Explain the five-step strategic planning process.

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Short exam answers with examples

Practice question. Explain the five-step strategic planning process. [3 practice marks]

Answer

  1. Select an audience consistent with marketing objectives.
  2. Study how that audience makes the purchase decision.
  3. Define a relevant and distinctive brand position.
  4. Develop a message around specified communication effects.
  5. Select media and scheduling that deliver the message effectively within resources.