Certified Planner Certificate Test Page

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Question 1 of 30

1. Question

Customer segment analysis is an important part of planning. What are some of the variables LinkedIn use to segment their markets:

A. Country/Region
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B. customer status
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C. Gender
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D. Star Sign
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E. A, B, C
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Question 2 of 30

2. Question

The importance of the Actions stage of the SOSTAC^® planning framework is best explained by which of the following?

a) The tactics need to be changed in the actions stage
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b) It is important to manage and execute each tactic with passion and excellence
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c) The action stage is the least important to shareholders
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d) It also includes planning, motivating, training & communicating
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e) B & D above
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Question 3 of 30

3. Question

LinkedIn used CTR and CTA to evaluate their campaigns. What do these mean:

A. Customer Traction and Call To Action
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B. Customer Targeting Response and Conversion To Actions
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C. Customer Trend Review and Concentrated Target Audience
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D. Customer Target Reaction and Customer Transaction
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E. Click Through Rate and Call To Action
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Question 4 of 30

4. Question

What are the nine TOPPP SEED strategic components which LinkedIn could have considered when developing their strategy:

a) Targeting; Positioning; Objectives; Political Trends; Processes; Security; Engagement; Experience; Data
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b) Targeting; Positioning; Objectives; Partners; People; Sequence or stages; Engagement; Experience; Digital
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c) Partners; Processes; Engagement; Targeting; Positioning; Objectives; Sequence or Stages; Experience; Data
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d) Targeting; Objectives; Partners; Political Trends; Processes; Security; Engagement; Experience; Data
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e) None of the above
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Question 5 of 30

5. Question

Awareness is a main communication objective that LinkedIn set for the launch of their new product. What are the other possible communication objectives they could have considered?

a) Increase market share
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b) Position the brand in the target markets minds
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c) Increase ROI
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d) Increase the number of visitors online
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e) Increase sales
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Question 6 of 30

6. Question

When setting objectives Organizations need to be SMART. Which of the following best explains SMART?

A. Specific, Managerial, Accurate, Relevant, Time bound
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B. Specific, Realistic, Measurable , Accurate and Tertiary
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C. Specific, Measurable, Realistic, Achievable , Time bound
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D. Social, Macro, Actionable, Researchable and Technical
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E. None of the above
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Question 7 of 30

7. Question

Which Situation Analysis Topics were mentioned, albeit briefly, in the LinkedIn case:

a) Customer; Company; Collaborative partners; Trends
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b) Customer; Company; Competition; Trends
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c) Customer; Collaborative partners; Competition; Trends
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d) A & B
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e) B and C
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Question 8 of 30

8. Question

LinkedIn’s understanding of the traits of users on social media across different platforms can be attributed to which section of the SOSTAC^® planning model?

a) Strategies
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b) Tactics
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c) Situation Analysis
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d) Objectives
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e) Actions
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Question 9 of 30

9. Question

The 4Ms – the 4 key resources that need to be built in to the SOSTAC^® plan, include the following:

a) Men (& Women), Money, Metrics and Minutes
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b) Men (& Women), Money, Materials and Machines
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c) Minutes, Men (& women), Money and Materials
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d) Men (& women), Money, Minutes and Megadata (data)
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e) Men (& Women), Money, Minutes and Marketing team
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Question 10 of 30

10. Question

In which section of a SOSTAC^® plan would you include this statement: ‘LinkedIn sees the importance of diversifying their product/service portfolio to deliver new solutions to a larger and diverse market with the option of scaling and customisation of the solution’:

a) Tactics
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b) Objectives
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c) Strategy
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d) Actions
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e) All of the above
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Question 11 of 30

11. Question

Which main KPIs (Key Performance Indicators) / main objectives were omitted by LinkedIn:

a) Awareness Levels
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b) Sales Leads
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c) Sales Revenue
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(d) New customers acquisition & existing customers retention
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e) C and D
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Question 12 of 30

12. Question

The Linkedin team did not use the exact SOSTAC^® terminology but can you see how the Linkedin 5 headings overlap with SOSTAC® headings? Which statement or statements (listed below) are correct:

a) Customers is part of the Situation Analysis section
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b) Campaign goals and strategy covers the Objectives and Strategy section
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c) Execution Efficiency is part of Tactics
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d) Execution Efficiency is part of ensuring execution of tactics ie Actions section
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e) A, B and D
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Question 13 of 30

13. Question

The LinkedIn team formulated a strategy statement to help to launch the new Sales Navigator product. How many of the 9 TOPPP SEED strategic components did it use:

a) None
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b) Less Than 5
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c) More than 5
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d) More than 6
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e) All 9
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Question 14 of 30

14. Question

In Customer Analysis (in the Situation Analysis), what are the 3 key questions you must master regarding your customers?

a) Who? Why? When?
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b) When? How? Who?
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c) Who? Why? What?
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d) Who? Why? How?
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e) Why? How? What?
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Question 15 of 30

15. Question

TOPPP SEED from the SOSTAC^® planning manual is an acronym to help remember the components to consider when developing a strategy for a single product or brand: What do T and O and D represent:

a) Time, Operations and Dangers
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b) Targeting, Operations and Developments
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c) Targeting, Objectives, Direction
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d) Targeting, Objectives and Data
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e) None of the above
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Question 16 of 30

16. Question

Strategy is the shortest part of the plan. Yet, ironically, it is the (what?) part of most plans:

a) front
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b) weakest
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c) strongest
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d) most confusing
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e) longest
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Question 17 of 30

17. Question

Peter Drucker, once said, that “Culture eats (what?) for breakfast.”

a) Staff
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b) Tactics
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c) Actions
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d) Strategy
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e) Situation Analyses
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Question 18 of 30

18. Question

Situation Analysis is the biggest part of the plan. When is the best time to collect all the information?

a) A week before you write the plan
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b) 4 weeks before you write the plan
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c) Once a month
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d) A day before you write the plan
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e) Continually throughout the year
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Question 19 of 30

19. Question

Being predominantly in the B2B social media sector requires sustaining the loyalty of key accounts. The net promoter score measures which of the following?

a) The customers revenue
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b) The brand revenue and cost of maintaining the brand
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c) The percentage difference between promoters and detractors
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d) The net profit from each product category
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e) All of the above
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Question 20 of 30

20. Question

Sentiment Analysis of social media will be useful to LinkedIn for which of the following reasons?

a) Helps improve the website
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b) Analyses the number of hits on the website
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c) Analyses the mobile caller rates
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d) Analyses the opinion and conversations about the brand
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e) None of the above
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Question 21 of 30

21. Question

“Know what you are looking for before you start searching for information.” (PR Smith) as cited in the SOSTAC® manual. The Situation Analysis refers to understanding which of the following:

a) Who the customers are
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b) Who the competitors are
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c) The company’s current strategy
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d) The company’s current offering
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e) All of the above
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Question 22 of 30

22. Question

A cross functional team to be used by LinkedIn to implement the campaign will help:

a) Ensure execution efficiency
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b) Ensure that all departments are kept under strict control
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c) This can be used to offlay staff (reduce staff)
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d) Reduce the challenge from employees towards the management
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e) None of the above
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Question 23 of 30

23. Question

If a particular LinkedIn product was described as having a ‘high market share in a low growth market’, what would this product be called when using a BCG Matrix:

a) Star
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b) Question mark
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c) Problem children
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d) Cash cow
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e) Dog
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Question 24 of 30

24. Question

LinkedIn could use focus groups to reveal customer insights. Another qualitative research tool that could be used by LinkedIn is:

a) Customer surveys
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b) Analyzing sales data
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c) In-depth Interviews with key customers
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d) Using published data
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e) None of the above
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Question 25 of 30

25. Question

The management of LinkedIn can use of gap analysis to:

a) Help to detect the suitability of the mission
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b) Identify the cause of the performance gap
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c) Explore how the knowledge and skill of management could be assessed
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d) Helps the management to devise the appropriate strategy and tactics
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e) B & D above
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Question 26 of 30

26. Question

Which of the following is useful to see LinkedIn’s different tactics?

a) Pie chart
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b) Radar chart
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c) Gantt chart
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d) Line graph
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e) None of the above
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Question 27 of 30

27. Question

Budgeting is an important control measure that LinkedIn can use. If you had unlimited resources (including Minutes/Time), which budgeting method could you consider when calculating your budget:

a) Objective and task method
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b) Modelling
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c) Percentage of sales method
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d) Profit optimization
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e) All of the above
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Question 28 of 30

28. Question

The management team in LinkedIn will have to define the goals of the organization. Although they are not included in the case study, which objectives should always be included in marketing plans:

a) Corporate objectives
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b) Marketing objectives
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c) MarComms objectives
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d) Financial objectives
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e) B & C
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Question 29 of 30

29. Question

Some say that most plans are missing the ‘Actions’ section. Actions means Internal Marketing which, in addition to LinkedIn’s ‘’execution efficiency’ includes:

a) Training
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b) Motivation
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c) Communication
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d) Communicating the plan only to the board of directors
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e) A, B & C
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Question 30 of 30

30. Question

The bigger, or more in-depth your Situation Analysis, the ……………….…….. in your subsequent decisions about strategy and tactics.

a) Less arguments will arise
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b) Less risk will be
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c) More curiosity will be
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d) More risk will be
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e) C & D above
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