Marketing Planning
Exam Questions
Course Introduction
Marketing Planning is a comprehensive course that explores the strategic processes involved in developing, implementing, and evaluating effective marketing plans. Students will learn how to conduct situation analyses, identify target markets, set marketing objectives, and design integrated marketing strategies that align with organizational goals. The course emphasizes practical skills in market research, budgeting, and performance measurement, equipping students with the tools to create actionable marketing plans that adapt to changing market environments. Through case studies and real-world applications, students gain insights into managing resources, coordinating marketing initiatives, and leveraging data-driven decision-making to drive business success.
Recommended Textbook
Strategic Marketing 10th Edition by David Cravens
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Chapter 1: New Challenges for Market Driven Strategy
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Sample Questions
Q1) The organizational process view of distinctive capabilities requires shifting away from the traditional specialization of business functions toward a cross-functional process perspective.
A)True
B)False
Answer: True
Q2) A _____ is a single product or brand,a line of products,or a mix of related products that meets a common or a group of related market needs,and its management is responsible for the basic unctions.
A) market section
B) strategic business unit
C) business segment
D) marginal piece
Answer: B
Q3) The purpose of strategic positioning is to locate the people (or organizations) that management wishes to serve in the product-market.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Markets and Competitive Space
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Sample Questions
Q1) In the initial stage of competition,the competitors concentrate on market share for end products and profits.
A)True
B)False
Answer: False
Q2) _____ refers to firms using simpler and less costly ways to match the value requirements offered by the products of incumbent firms serving the market.
A) Modularization
B) Commoditization of product designs
C) Disruptive innovation
D) Creating new market space
Answer: C
Q3) The value chain analysis considers the vertical network of firms involved in production.
A)True
B)False
Answer: True
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Chapter 3: Strategic Market Segmentation
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Sample Questions
Q1) _____ groups people according to the similarity of their answers to questions such as brand preferences or product attributes.
A) Perceptual maps
B) Cluster analysis
C) Linear discriminant analysis
D) Factor analysis
Answer: B
Q2) Explain the goal of strategic marketing segmentation.
Answer: The goal of strategic marketing segmentation is to support processes whereby products are designed and developed around the needs of different types of purchaser to offer superior customer value,and then to identify the mechanisms by which that value can be delivered.This requires segmenting markets in ways that reflect how customers actually live their lives and the jobs that they need to get done.
Q3) Segmentation is employed by first choosing a segment randomly.
A)True
B)False
Answer: False
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Chapter 4: Strategic Customer Management: Systems, ethics,
and Social
Responsibility
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Sample Questions
Q1) CRM approaches do not identify less attractive customers.
A)True
B)False
Q2) The sum of CLV for all the customers of a firm is termed as business case.
A)True
B)False
Q3) What information should a database created through CRM technology contain?
Q4) Which of the following is a pitfall to be avoided when applying CRM initiatives?
A) Changing the organization before putting CRM in place
B) Matching CRM technology to the customer strategy
C) Investing in building relationships with customers who value them
D) Implementing CRM before creating a customer strategy
Q5) Companies that have embedded CSR in their strategy usually take a defensive stance in their response to social responsibility.
A)True
B)False
Q6) In order to successfully apply CRM,a firm should first create a customer strategy before implementing CRM.
A)True
B)False Page 6
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Page 7
Chapter 5: Capabilities for Learning About Customers and Markets
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Sample Questions
Q1) _____ is both a culture and a process that consists of information acquisition,broad information dissemination,and shared diagnosis leading to coordinated action.
A) Market liquidity
B) Market valuation
C) Market capitalization
D) Market orientation
Q2) What is the role of management information systems (MISs) in data collection?
Q3) Strategic _____ refers to a firm's capability to consistently identify and seize opportunities more quickly and effectively than rivals.
A) alliance
B) agility
C) stock
D) equity
Q4) Give an account of the barriers that affect the market learning processes.
Q5) Typically,the MIS does not interact in the decision-making process and is primarily used in collecting data.
A)True
B)False
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Chapter 6: Market Targeting and Strategic Positioning
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Sample Questions
Q1) New entrants in an emerging market can use disruptive technologies to attract buyers away from incumbent firms.
A)True
B)False
Q2) The _____ positioning concept is used to position products that provide sensory pleasure,variety,and/or cognitive stimulation.
A) material
B) functional
C) experiential
D) symbolic
Q3) Large,well-established companies are more likely to enter a new product-market than are new enterprises.
A)True
B)False
Q4) Growing product-markets are shifting from growth to maturity,as indicated by the product life cycles of the products.
A)True
B)False
Q5) Identify and discuss the three possible targeting strategies in growth markets.
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Chapter 7: Strategic Relationships
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Sample Questions
Q1) Horizontal relationships have often been established between competing firms to access global markets not served by the cooperating firms.
A)True
B)False
Q2) An alliance should demonstrate the low risk of anticompetitive harm and pro-competitive _____ and efficiencies to be gained.
A) market manipulation
B) boycotts
C) benefits
D) comfort letters
Q3) An organization that primarily competes through its relationships with other organizations to deliver value to end-users is referred to as a _____.
A) memory organization
B) knowledge organization
C) horizontal organization
D) hollow organization
Q4) What is the rationale for Strategic Account Management (SAM) and what are the risks of SAM?
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Chapter 8: Innovation and New Product Strategy
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Sample Questions
Q1) Analyzing customer value expectations to finding new-product opportunities are very useful in evaluating potential transformational innovations.
A)True
B)False
Q2) Describe the various forms of innovation through collaborations?
Q3) _____ is the combination of benefits provided by a product minus all of the costs incurred by the buyer.
A) Product use experience
B) Customer satisfaction
C) Customer value
D) Leveraging cost
Q4) Which of the following marketing tests is conducted in an actual market environment?
A) Regression tests
B) Simulated tests
C) Traditional tests
D) Web-enabled tests
Q5) How can innovations be classified? What are the different types of innovations?
Q6) Describe how focus groups help generate new-product ideas.
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Chapter 9: Strategic Brand Management
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Sample Questions
Q1) Using the same brand name to market one or more lines of related goods which represent different categories,such as Crest toothpaste,brushes,and floss,is referred to as _____.
A) corporate branding
B) product-line branding
C) combination branding
D) private branding
Q2) Co-branding is the sale of a firm's brand name to another company for use on a noncompeting product.
A)True
B)False
Q3) Explain three internal and external forces that create hurdles for brand managers in their efforts to build strong brands.What is one key to reducing these negative impacts on brand-building strategies?
Q4) Marketing plans for specific brands are usually developed at _____ level.
A) market-driven management
B) product group/marketing management
C) product portfolio management
D) product/brand management
Q5) What functions do brands serve for sellers?
Page 12
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Chapter 10: Value Chain Strategy
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Q1) _____ is defined as the group of vertically aligned organizations that keep improving a product in moving from basic supplies to finished products for consumer and organizational end-users.
A) Value chain
B) Distribution strategy
C) Retail strategy
D) Digital channel
Q2) If a company decides to distribute its products in many of the retail outlets in a trading area that might normally carry such a product,it is using a(n) _____ distribution approach.
A) exclusive
B) intensive
C) selective
D) moderate
Q3) If one retailer or dealer in the trading area distributes the product,then management is following a selective distribution strategy.
A)True
B)False
Q4) Discuss the impact of e-procurement in business-to-business marketing.
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Chapter 11: Pricing Strategy
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Sample Questions
Q1) Customer value mapping estimates are based on the differentiated benefits that a customer receives from a product.
A)True
B)False
Q2) Explain the role of price in the distribution strategy.
Q3) Which of the following is the first step in selecting a pricing strategy?
A) Setting pricing objectives
B) Analyzing the pricing situation
C) Selecting pricing strategy
D) Determining specific prices and policies
Q4) Value using _____ consists of the financial savings and gains provided to customers due to purchase of the firm's brand instead of competitors' brands.
A) customer value mapping
B) economic value modeling
C) user lifetime value
D) customer value proposition
Q5) What are the steps in selecting a pricing strategy?
Q6) Give an account of predatory pricing.What are its ethical implications?
Q7) Give an account of the impact of emerging markets on pricing.
Page 14
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Chapter 12: Promotion, advertising, and Sales Promotion Strategies
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Sample Questions
Q1) Longitudinal studies use empirical data to build a mathematical relationship between sales and advertising effort.
A)True
B)False
Q2) The final step in developing an advertising strategy involves evaluating its effectiveness.
A)True
B)False
Q3) Which of the following is a promotional pricing form of sales promotion activity?
A) Selling aids
B) Trade shows
C) Prizes
D) Coupons
Q4) List the activities involved in designing an organization's promotion strategy.
Q5) Promotion expenditures for the competitive parity method are guided by comparing which component(s) is/are appropriate for attaining each objective.
A)True
B)False
Page 15
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Chapter 13: Sales, digital, and Direct Marketing Strategies
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Q1) Which of the following is true,with regard to an organizational buyer,of computer ordering?
A) It does not allow for direct purchase responses.
B) It makes it hard to monitor customer preferences.
C) It enables the buyer to lower inventory levels.
D) It increases the overall cost of inventory.
Q2) _____ for analyzing sales force assume that size of the sales force and/or effort deployment are determined by one factor,such as market potential or workload whose values can be used to determine required selling effort.
A) Revenue/cost analysis techniques
B) Single-factor models
C) Sales and effort response models
D) Portfolio deployment models
Q3) Transactional selling is not restricted to small,low-volume buyers.
A)True
B)False
Q4) Describe the different types of sales jobs.
Q5) Sales quotas are used to state the management's expected sales results.
A)True
B)False
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Chapter 14: Designing Market-Driven Organizations
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Q1) Explain the issue of integration vs.diffusion in the organizational design of marketing.
Q2) The management of knowledge workers puts less emphasis on innovation and creativity.
A)True
B)False
Q3) _____ are influential individuals who move across network clusters and carry ideas from one corporate silo to another and thereby generate new ideas.
A) Knowledge mules
B) Networked workers
C) Formal reporters
D) Silo scribes
Q4) The _____ of marketing activities across multiple functions is more common in market-oriented businesses serving business customers,and operating in uncertain markets with uncertain technologies.
A) centralization
B) integration
C) diffusion
D) collection
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Chapter 15: Strategic Marketing Implementation and Control
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Q1) _____ is/are used to analyze and improve results in marketing performance measures such as the number of orders processed,customer complaints,and territory sales.
A) Value chain analysis
B) Benchmarking
C) Quality-control charts
D) Cluster analysis
Q2) Which of the following marketing planning process dimensions is concerned with an organization's structure,associated information resources,and corporate culture?
A) Analytical process dimension
B) Behavioral process dimension
C) Organizational process dimension
D) Cognitive process dimension
Q3) Which of the following marketing planning process dimensions is concerned with techniques,procedures,systems,and planning models?
A) Analytical process dimension
B) Cognitiveprocess dimension
C) Organizational process dimension
D) Behavioral process dimension
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