Certified Planner Certificate Test

Time limit: 0

Test Summary

0 of 30 Questions completed

Questions:

Information

You have already completed the test before. Hence you can not start it again.

Test is loading…

You must sign in or sign up to start the test.

You must first complete the following:

Results

Test complete. Results are being recorded.

Results

0 of 30 Questions answered correctly

Your time:

Time has elapsed

You have reached 0 of 0 point(s), (0)

Earned Point(s): 0 of 0, (0)
0 Essay(s) Pending (Possible Point(s): 0)

Categories

Not categorized 0%

LinkedIn Case Study 0%

Review

Answered

Correct

Incorrect

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
Correct Incorrect Correct answer

B. customer status
Correct Incorrect Correct answer

C. Gender
Correct Incorrect Correct answer

D. Star Sign
Correct Incorrect Correct answer

E. A, B, C
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) It is important to manage and execute each tactic with passion and excellence
Correct Incorrect Correct answer

c) The action stage is the least important to shareholders
Correct Incorrect Correct answer

d) It also includes planning, motivating, training & communicating
Correct Incorrect Correct answer

e) B & D above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

B. Customer Targeting Response and Conversion To Actions
Correct Incorrect Correct answer

C. Customer Trend Review and Concentrated Target Audience
Correct Incorrect Correct answer

D. Customer Target Reaction and Customer Transaction
Correct Incorrect Correct answer

E. Click Through Rate and Call To Action
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Targeting; Positioning; Objectives; Partners; People; Sequence or stages; Engagement; Experience; Digital
Correct Incorrect Correct answer

c) Partners; Processes; Engagement; Targeting; Positioning; Objectives; Sequence or Stages; Experience; Data
Correct Incorrect Correct answer

d) Targeting; Objectives; Partners; Political Trends; Processes; Security; Engagement; Experience; Data
Correct Incorrect Correct answer

e) None of the above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Position the brand in the target markets minds
Correct Incorrect Correct answer

c) Increase ROI
Correct Incorrect Correct answer

d) Increase the number of visitors online
Correct Incorrect Correct answer

e) Increase sales
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

B. Specific, Realistic, Measurable , Accurate and Tertiary
Correct Incorrect Correct answer

C. Specific, Measurable, Realistic, Achievable , Time bound
Correct Incorrect Correct answer

D. Social, Macro, Actionable, Researchable and Technical
Correct Incorrect Correct answer

E. None of the above
Correct Incorrect Correct answer

Question 7 of 30

7. Question

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

a) Customer; Company; Collaborative partners; Trends
Correct Incorrect Correct answer

b) Customer; Company; Competition; Trends
Correct Incorrect Correct answer

c) Customer; Collaborative partners; Competition; Trends
Correct Incorrect Correct answer

d) A & B
Correct Incorrect Correct answer

e) B and C
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Tactics
Correct Incorrect Correct answer

c) Situation Analysis
Correct Incorrect Correct answer

d) Objectives
Correct Incorrect Correct answer

e) Actions
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Men (& Women), Money, Materials and Machines
Correct Incorrect Correct answer

c) Minutes, Men (& women), Money and Materials
Correct Incorrect Correct answer

d) Men (& women), Money, Minutes and Megadata (data)
Correct Incorrect Correct answer

e) Men (& Women), Money, Minutes and Marketing team
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Objectives
Correct Incorrect Correct answer

c) Strategy
Correct Incorrect Correct answer

d) Actions
Correct Incorrect Correct answer

e) All of the above
Correct Incorrect Correct answer

Question 11 of 30

11. Question

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

a) Awareness Levels
Correct Incorrect Correct answer

b) Sales Leads
Correct Incorrect Correct answer

c) Sales Revenue
Correct Incorrect Correct answer

(d) New customers acquisition & existing customers retention
Correct Incorrect Correct answer

e) C and D
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Campaign goals and strategy covers the Objectives and Strategy section
Correct Incorrect Correct answer

c) Execution Efficiency is part of Tactics
Correct Incorrect Correct answer

d) Execution Efficiency is part of ensuring execution of tactics ie Actions section
Correct Incorrect Correct answer

e) A, B and D
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Less Than 5
Correct Incorrect Correct answer

c) More than 5
Correct Incorrect Correct answer

d) More than 6
Correct Incorrect Correct answer

e) All 9
Correct Incorrect Correct answer

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?
Correct Incorrect Correct answer

b) When? How? Who?
Correct Incorrect Correct answer

c) Who? Why? What?
Correct Incorrect Correct answer

d) Who? Why? How?
Correct Incorrect Correct answer

e) Why? How? What?
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Targeting, Operations and Developments
Correct Incorrect Correct answer

c) Targeting, Objectives, Direction
Correct Incorrect Correct answer

d) Targeting, Objectives and Data
Correct Incorrect Correct answer

e) None of the above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) weakest
Correct Incorrect Correct answer

c) strongest
Correct Incorrect Correct answer

d) most confusing
Correct Incorrect Correct answer

e) longest
Correct Incorrect Correct answer

Question 17 of 30

17. Question

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

a) Staff
Correct Incorrect Correct answer

b) Tactics
Correct Incorrect Correct answer

c) Actions
Correct Incorrect Correct answer

d) Strategy
Correct Incorrect Correct answer

e) Situation Analyses
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) 4 weeks before you write the plan
Correct Incorrect Correct answer

c) Once a month
Correct Incorrect Correct answer

d) A day before you write the plan
Correct Incorrect Correct answer

e) Continually throughout the year
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) The brand revenue and cost of maintaining the brand
Correct Incorrect Correct answer

c) The percentage difference between promoters and detractors
Correct Incorrect Correct answer

d) The net profit from each product category
Correct Incorrect Correct answer

e) All of the above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Analyses the number of hits on the website
Correct Incorrect Correct answer

c) Analyses the mobile caller rates
Correct Incorrect Correct answer

d) Analyses the opinion and conversations about the brand
Correct Incorrect Correct answer

e) None of the above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Who the competitors are
Correct Incorrect Correct answer

c) The company’s current strategy
Correct Incorrect Correct answer

d) The company’s current offering
Correct Incorrect Correct answer

e) All of the above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Ensure that all departments are kept under strict control
Correct Incorrect Correct answer

c) This can be used to offlay staff (reduce staff)
Correct Incorrect Correct answer

d) Reduce the challenge from employees towards the management
Correct Incorrect Correct answer

e) None of the above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Question mark
Correct Incorrect Correct answer

c) Problem children
Correct Incorrect Correct answer

d) Cash cow
Correct Incorrect Correct answer

e) Dog
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Analyzing sales data
Correct Incorrect Correct answer

c) In-depth Interviews with key customers
Correct Incorrect Correct answer

d) Using published data
Correct Incorrect Correct answer

e) None of the above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Identify the cause of the performance gap
Correct Incorrect Correct answer

c) Explore how the knowledge and skill of management could be assessed
Correct Incorrect Correct answer

d) Helps the management to devise the appropriate strategy and tactics
Correct Incorrect Correct answer

e) B & D above
Correct Incorrect Correct answer

Question 26 of 30

26. Question

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

a) Pie chart
Correct Incorrect Correct answer

b) Radar chart
Correct Incorrect Correct answer

c) Gantt chart
Correct Incorrect Correct answer

d) Line graph
Correct Incorrect Correct answer

e) None of the above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Modelling
Correct Incorrect Correct answer

c) Percentage of sales method
Correct Incorrect Correct answer

d) Profit optimization
Correct Incorrect Correct answer

e) All of the above
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Marketing objectives
Correct Incorrect Correct answer

c) MarComms objectives
Correct Incorrect Correct answer

d) Financial objectives
Correct Incorrect Correct answer

e) B & C
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Motivation
Correct Incorrect Correct answer

c) Communication
Correct Incorrect Correct answer

d) Communicating the plan only to the board of directors
Correct Incorrect Correct answer

e) A, B & C
Correct Incorrect Correct answer

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
Correct Incorrect Correct answer

b) Less risk will be
Correct Incorrect Correct answer

c) More curiosity will be
Correct Incorrect Correct answer

d) More risk will be
Correct Incorrect Correct answer

e) C & D above
Correct Incorrect Correct answer