When planning a marketing or sales message, which is the first ...

[Haya94]

When planning a marketing or sales message, which is the first step of the process?
 
  A) Identifying the product or service to sell
  B) Analyzing the competition
  C) Identifying key selling points
  D) Assessing audience needs
  E) Anticipating objections

Question 2

Which of the following is not a step to be considered during the planning stage of marketing and sales messages?
 
  A) Assessing audience needs
  B) Analyzing the competition
  C) Determining key selling points
  D) Anticipating purchase objections
  E) Determining channel and medium

[LP]

Answer to Question 1

Answer: D
Explanation: D) As with every other business message, successful marketing and sales messages start with an understanding of audience needs. Depending on the product and the market, these can range from a few functional considerations (such as the size, weight, and finish of office paper) to a complicated mix of emotional and logical issues (all the factors that play into buying a house, for example).

Answer to Question 2

Answer: E
Explanation: E) Everything you've learned about planning messages applies in general to marketing and sales messages, but the planning steps for these messages have some particular aspects to consider as well. During the planning phase, audience needs should be assessed, competition analyzed, key selling points should be determined and potential objections should be anticipated.