Marketing Planning and Strategy
Chapter Exam Questions
Course Introduction
Marketing Planning and Strategy provides students with a comprehensive understanding of how organizations develop effective marketing plans and strategies to achieve their business objectives. The course covers key concepts such as market analysis, segmentation, targeting, positioning, and the strategic use of marketing mix elements (product, price, place, and promotion). Emphasis is placed on situational analysis, setting measurable goals, implementing marketing tactics, and evaluating performance metrics. Through case studies and real-world applications, students learn to design marketing strategies that respond to dynamic competitive environments and evolving consumer needs, preparing them to make informed strategic decisions in diverse organizational contexts.
Recommended Textbook
Marketing Management 3rd Edition by Greg Marshall
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Chapter 1: Marketing in Today's Business Milieu
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Sample Questions
Q1) The AMA's definition of marketing reflects the view toward marketing activities as focused on ________.
A) producing innovative products
B) increasing productivity
C) maintaining relationships with suppliers
D) creating and delivering offerings that have value
E) advertising and selling
Answer: D
Q2) ________ is a central tenet of marketing in which a person gives up something of value to them for something else they desire to have.
A) Power
B) Sustainability
C) Sales orientation
D) Customization
E) Exchange Answer: E
Q3) If aspects of marketing can't be measured, they can still be managed.
A)True
B)False
Answer: FALSE
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Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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Sample Questions
Q1) People around the world prefer Swiss watches over watches manufactured in other countries. In the context of product issues, which of the following best describes the customer's perception?
A) brand strategy
B) country-of-origin effect
C) quality
D) fitting the product to the culture
E) manufacturing
Answer: B
Q2) Aligning the firm's philosophy with that of a potential channel partner would be identified in the channel strategy of ________.
A) cost
B) coverage
C) character
D) continuity
E) control
Answer: C
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Page 4
Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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Sample Questions
Q1) Jamal's boss wants him to travel to Canada to do some research on good locations for their retail stores, which they are planning to open in Montreal and Ottawa. The firm currently operates 278 stores in the United States. According to Igor Ansoff's Product-Market Matrix, the extension into a new geographic region is an example of the ________ strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
Answer: E
Q2) The GE Business Screen portfolio model evaluates businesses on the dimensions of market attractiveness and business position.
A)True
B)False
Answer: TRUE
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Chapter 4: Market Research Essentials
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Sample Questions
Q1) Burger Bistro recently experienced a decline in hamburger sales after salmonella was discovered during a health inspection at one of the restaurants. The marketing manager was interested in how other restaurants had dealt with similar situations. Which of the following types of data would be the most appropriate way to find answers related to this marketing problem?
A) secondary
B) subjective
C) experimental
D) primary
E) quantitative
Q2) Most companies do a good job of maximizing their existing information.
A)True
B)False
Q3) Not tracking and responding to demographic changes is a management failure because the data are easy to obtain and major changes occur slowly.
A)True
B)False
Q4) Briefly describe the six steps in the market research process.
Q5) Explain three ways that a CRM system can be used for marketing research.
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Chapter 5: CRM, Big Data, and Marketing Analytics
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Sample Questions
Q1) A(n) ________ is a person's belief that understanding and satisfying customers, whether internal or external to the organization, is central to the proper execution of his or her job.
A) personal values system
B) organizational buy-in
C) consumer practice
D) work philosophy
E) customer mind-set
Q2) Personalization can be achieved at three possible levels of granularity: individual, segment, and ________.
A) group
B) mass
C) customer
D) product
E) geographic
Q3) There are six key sources of Big Data that capture data on both potential and current customers to yield actionable insights. Name three of them and give an example of each.
Q4) What is Big Data? How is it relevant to marketing? Describe the four Vs of Big Data.
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Chapter 6: Understand Consumer and Business Markets
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Sample Questions
Q1) ________ occurs when information is processed and added to long-term memory.
A) Learning
B) Cognitive dissonance
C) Formalization
D) Data mining
E) Repositioning
Q2) According to the model of the consumer decision process, the environmental forces that affect the consumer decision process include the value proposition, distribution, and marketing communications.
A)True
B)False
Q3) Electronic data interchange (EDI) allows ________.
A) organizations to request RFPs from potential vendors
B) customer computers to communicate directly with supplier computers
C) computers to fulfill the functions of a buying center on a virtual network
D) customers to determine the real cost of a purchase through a set of computer metrics
E) organizations to maintain a more personal relationship with customers through e-mail
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Page 8
Chapter 7: Segmentation, Target Marketing, and Positioning
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Sample Questions
Q1) The razor is an example of a product that appeals to both men and women, but companies figured out that ________.
A) the same product class cannot be used to attack different gender markets
B) grooming equipment may be needed by men but certainly not by women
C) there are different needs and wants for the same product category among different genders
D) markets should not be segmented based on gender
E) all products are clearly marketed for the primary consumption of both men and women
Q2) Sociologists look for defining events such as major economic upheaval, wars, and ________ as triggers for generational change.
A) political stability
B) marketing opportunities
C) sociocultural revolution
D) foreign policy changes
E) population growth
Q3) What are perceptual maps? How are they used to reposition a product?
Q4) Describe the four basic approaches to target marketing.
Q5) Define the terms market segmentation, target marketing, and positioning.
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Chapter 8: Product Strategy and New Product Development
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Q1) The number of products purchased by the same customer is called repeat purchases.
A)True
B)False
Q2) The product life cycle (PLC) generally refers to a product item rather than a product category.
A)True
B)False
Q3) Product life cycle (PLC) includes four basic stages: introduction, growth, maturity, and delay.
A)True
B)False
Q4) External sources of generating product ideas include ________.
A) employees from R&D
B) marketing executives
C) customer service representatives
D) customers
E) salespeople
Q5) Explain the four categories of consumer goods and give an example of each.
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Chapter 9: Build the Brand
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Questions
Q1) José has been to Farm Fresh Ice Cream Shops several times. Being a loyal customer, he has developed certain emotional and psychological connections with the brand. For instance, he links the brand with higher levels of customer service. Which dimension of brand equity does this example illustrate?
A) brand assets
B) brand association
C) brand awareness
D) brand strategy
E) perceived quality
Q2) Warranties that offer explicit product performance promises related to components of the product are known as ________ warranties.
A) specific
B) basic
C) inclusive
D) additional
E) unlimited
Q3) The most important role of the package is to sell the product to the consumer.
A)True
B)False
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Chapter 10: Service as the Core Offering
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Q1) A service is a product in the sense that it represents a bundle of benefits that can satisfy customer wants and needs with physical form.
A)True
B)False
Q2) To enable customers to draw conclusions about a brand's service, service companies face the challenge of making their intangible services seem ________.
A) more tangible
B) more imperceptible
C) less inseparable
D) less reliable
E) less perishable
Q3) The zone of defection describes the area of ________.
A) slightly satisfied customers
B) extremely dissatisfied customers
C) loyal customers
D) apostles
E) very satisfied customers
Q4) What is the Gap Model of Service Quality? Describe the five gaps and give examples of each.
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Chapter 11: Manage Pricing Decisions
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Q1) Define price-fixing and differentiate horizontal price-fixing from vertical price-fixing. Give an example of how price-fixing might manifest in the market.
Q2) Effectively communicating a product's differential advantages is at the heart of positioning strategy, and exposure to these elements spurs the customer to develop perceptions of value and a subsequent understanding of the value proposition.
A)True
B)False
Q3) With prestige pricing, some of the traditional price/demand curves cannot properly predict sales or market response because it violates the common assumption that increasing price decreases volume.
A)True
B)False
Q4) You are a marketing manager and have determined that to meet your company's financial objectives, you will need to increase the bottom line contribution of your product. What are three creative approaches you might take beyond just considering a price increase?
Q5) Define the four types of channel discounts and provide an example of each.
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Page 13
Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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Q1) NextGen Electronix Inc. is a wholesaler of electronic goods in the city of Erbia. The company sells goods manufactured by CellDer Inc. The wholesaler enjoys monopoly because it is the only intermediary selling those products in the city. This is an example of a(n) ________.
A) just-in-time (JIT) inventory control
B) materials requirement planning (MRP)
C) exclusive dealing
D) exclusive territory
E) tying contract
Q2) Financing, market research, risk-taking, and other services are considered to be ________ functions.
A) physical distribution
B) transaction and communication
C) transportation and storage
D) facilitating
E) e-commerce
Q3) Logistics is a function of channel intermediaries.
A)True
B)False
Q4) Explain the important aspects of a value network.
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Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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Q1) Yahoo allows users to create their own Yahoo experience defining the look and content of their Yahoo web page. Which element of the customer interface does this illustrate?
A) customization
B) context
C) content
D) communication
E) connections
Q2) The immediacy and personalization of social networks and, more broadly, the web itself set up the environment for ________.
A) newspaper advertising
B) viral marketing
C) green marketing
D) prosocial marketing
E) predatory pricing
Q3) Push and pull promotional strategies are seldom used independently of one another.
A)True
B)False
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Q4) What are paid media, owned media, and earned media? Give an example of each.
Chapter 14: Promotion Essentials: Legacy Approaches
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Q1) There are two major types of advertising: product advertising and service advertising.
A)True
B)False
Q2) Explain the three core functions of public relations that are most closely aligned with the role of the marketing manager.
Q3) Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising ________.
A) response function
B) tracking
C) wearout
D) persuading
E) illusion
Q4) Sales promotion can be aimed directly at end-user consumers, or it can be targeted to members of a channel on which a firm relies to sell products.
A)True
B)False
Q5) What are the six stages of the personal selling process?
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