1. The brand positioning strategy has three elements: target audience, benefit, and compelling reason why. Where do these elements come from within the strategic marketing system?

• All three elements should be known before you start creating your strategic marketing system.
• All three elements are discovered during the competitive analysis and segmentation stage.
• The target audience and the benefit are determined during the phase in which you conduct your primary and secondary research.
• The benefit is the result of your three-circle analysis, and the compelling reason why is the simple description of how that benefit gets to the customer.

2. What is one of the most significant benefits of writing a marketing plan?

-Managed budgets manage projectsmarketing plans tell you how, when, and where to spend your money so none of it goes to waste.

-Accountabilityat the end of the year, a marketing plan will act like a checklist to make sure you stayed on track.

-What gets written gets donemarketing plans boost productivity.

-Measure gives meaningmarketing plans provide metrics to measure success.

3.How do you test the ideas for marketing tactics you have brainstormed?

Trial-sized runs of a marketing tacticrun the idea on a small scale in a location that has the approximate target audience to population ratio.

Create a survey to sample your target audience using your customer database.

Unfortunately, you can only make your best guess on what tactics will worktheres no viable way to test an idea without running it.

Bring in a focus group to ask about several different marketing tactics to see which one theyd be most interested in.