Marketing Planning Test
Preparation
Course Introduction
Marketing Planning is a comprehensive course that introduces students to the foundational concepts and practical tools necessary for effectively developing, implementing, and evaluating marketing strategies. The course covers key topics such as market analysis, segmentation, targeting, positioning, and the formulation of marketing objectives. Students will learn how to design integrated marketing mix programs that align with organizational goals, budget constraints, and competitive environments. Through case studies, group projects, and hands-on exercises, students will build the skills needed to create actionable marketing plans that deliver measurable business value in dynamic marketplaces.
Recommended Textbook
Strategic Marketing 10th Edition by David Cravens
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15 Chapters
524 Verified Questions
524 Flashcards
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Page 2
Chapter 1: New Challenges for Market Driven Strategy
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28121
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) Customer linking is an example of an outside-in process.
A)True
B)False
Answer: True
Q3) 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
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Chapter 2: Markets and Competitive Space
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28122
Sample Questions
Q1) Sales forecasts,typically,fall short of market potential.
A)True
B)False
Answer: True
Q2) When modularization occurs,products become commodities.
A)True
B)False
Answer: True
Q3) _____ is the upper limit of sales that can be achieved by all firms for a specified product-market over an indicated time period.
A) Market potential
B) Market share
C) Differential pressure
D) Absolute threshold
Answer: A
Q4) The influence of competing brands becomes weaker with closer substitutability and more direct competition.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Strategic Market Segmentation
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28123
Sample Questions
Q1) Which of the following segment of consumers do not base purchase decisions on a brand's global attributes,and judge them on the same criteria they use for local brands?
A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
Answer: D
Q2) Demographics are often more useful to describe consumer segments after they have been formed rather than to identify them.
A)True
B)False
Answer: True
Q3) 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.
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5
Chapter 4: Strategic Customer Management: Systems,
ethics, and Social
Responsibility
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28124
Sample Questions
Q1) In order to successfully apply CRM,a firm should first create a customer strategy before implementing CRM.
A)True
B)False
Q2) Investing in building relationships with disinterested customers is a major initiative of CRM.
A)True
B)False
Q3) In CRM,the benefits the customer receives are expressed by the _____.
A) value proposition
B) customer equity
C) customer lifetime value
D) enterprise transformation plan
Q4) What are the major steps in developing a CRM strategy?
Q5) The _____ component in the CRM strategy indicates how different consumer segments will be formed and managed.
A) business case
B) value proposition
C) customer strategy
D) enterprise transformation plan
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Chapter 5: Capabilities for Learning About Customers and Markets
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34 Verified Questions
34 Flashcards
Source URL: https://quizplus.com/quiz/28125
Sample Questions
Q1) What are the activities included in the learning processes of market-oriented companies?
Q2) Strategic _____ refers to a firm's awareness of what is happening and what is going to happen next,as a basis for rapidly developing effective responses to change or new opportunities.
A) sensitivity
B) alliance
C) equity
D) network optimization
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) The markets are best understood if the firm has a fixed view on what information will influence the firm.
A)True
B)False
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Chapter 6: Market Targeting and Strategic Positioning
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28126
Sample Questions
Q1) Positioning shows how the company or brand is differentiated from its competitors.
A)True
B)False
Q2) Bruckners and Co.is a fine writing instruments company that manufactures different products like pencils,pens,oil pastels,and other writing accessories.A recent study conducted by Bruckners on their product positioning revealed that most customers were only aware of Bruckners' Artisan line of pencils,which were particularly marketed for sketch artists.Which of the following positioning errors is affecting the Artisan brand?
A) Overpositioning
B) Underpositioning
C) Confused positioning
D) Doubtful positioning
Q3) Doubtful positioning occurs when frequent changes and contradictory messages confuse customers regarding the positioning of the brand.
A)True
B)False
Q4) Briefly explain the four life cycle stages of the product-market environment.
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Chapter 7: Strategic Relationships
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28127
Sample Questions
Q1) Collaborative relationships between companies that are competitors or in related industries are referred to as _____.
A) outsources
B) alliances
C) joint ventures
D) internal partnerships
Q2) Companies may miss opportunities to reduce costs and generate additional income by:
A) assessing the venture's strategic fit for continuing the alliance.
B) generating extensive restructuring options.
C) assigning accountability for making changes.
D) failing to launch a process.
Q3) Competence in specialized technology can give smaller firms extensive bargaining power with larger firms.
A)True
B)False
Q4) What is the rationale for Strategic Account Management (SAM) and what are the risks of SAM?
Q5) Describe the different forms of organizational relationships.
Q6) What are the advantages and disadvantages of outsourcing firm activities?
Page 9
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Chapter 8: Innovation and New Product Strategy
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28128
Sample Questions
Q1) Describe how focus groups help generate new-product ideas.
Q2) The company's _____ spells out management's choice of the company's most promising opportunities for new products.
A) mission statement
B) vision consortium
C) innovation strategy
D) articles of incorporation
Q3) Which of the following is true of scanner-based tests?
A) It uses cable television and a computerized database to track new product.
B) It is the cheapest and quickest market test available.
C) Its findings are more accurate than actual market tests.
D) It is conducted in a fabricated shopping environment inside a research facility.
Q4) Product _____ refers to when a new product attracts sales from an existing product.
A) cannibalization
B) knockdown
C) scaffolding
D) benchmarking
Q5) Describe the various forms of innovation through collaborations?
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Chapter 9: Strategic Brand Management
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28129
Sample Questions
Q1) According to the American Marketing Association,the legal term for brand is _____.
A) merchandise
B) asset
C) patent
D) trademark
Q2) _____ consists of coordinating the organization's system of brands with the objective of achieving optimal system performance. It focuses on brand interrelations rather than an individual brand.
A) Strategic brand analysis
B) Managing the brand portfolio
C) Leveraging the brand
D) Brand equity management
Q3) Which of the following is a function of brands for sellers?
A) Reduce sellers' perceived risks
B) Facilitate low production costs
C) Diminish market segmentation, offering products to a larger target
D) Facilitate the introduction of new products
Q4) What functions do brands serve for sellers?
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11
Chapter 10: Value Chain Strategy
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28130
Sample Questions
Q1) A primary feature of a vertical marketing system is the management (or coordination) of the distribution channel collectively by the organizations involved.
A)True
B)False
Q2) In a _____,one organization coordinates the distribution channel and directs programming of channel activities and functions.
A) vertical marketing system
B) conventional channel
C) direct channel
D) digital channel
Q3) Large producers with extensive capabilities and resources have a lot of flexibility in choosing intermediaries.
A)True
B)False
Q4) Which of the following factors favors direct distribution by the manufacturer?
A) Simple product/application
B) Large number of geographically concentrated buyers
C) Opportunity for competitive advantage
D) Small and frequent purchases
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Chapter 11: Pricing Strategy
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28131
Sample Questions
Q1) When two or more competitors collude to explicitly or implicitly set prices,this practice is referred to as _____.
A) horizontal price fixing
B) price discrimination
C) deceptive pricing
D) predatory pricing
Q2) The underlying logic of economic value modeling (EVM) is that using the price/benefit ratio is a more realistic view of value than "dollar worth of benefits minus price."
A)True
B)False
Q3) _____ is the percentage change in the quantity sold of a brand when the price changes,divided by the percentage change in price.
A) Price distribution
B) Price band
C) Price point
D) Price elasticity
Q4) Give an account of the impact of emerging markets on pricing.
Q5) Explain the role of price in the distribution strategy.
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Chapter 12: Promotion, advertising, and Sales Promotion Strategies
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28132
Sample Questions
Q1) Longitudinal studies use empirical data to build a mathematical relationship between sales and advertising effort.
A)True
B)False
Q2) Explain the challenges impacting the creative process in advertising and changing the design of creative strategies and media.
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) Which of the following advertising objectives is used more often because of the ease of measurement?
A) Exposure objectives
B) Attitude change objectives
C) Sales objectives
D) Profit objectives
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Chapter 13: Sales, digital, and Direct Marketing Strategies
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28133
Sample Questions
Q1) Sales quotas are used to state the management's expected sales results.
A)True
B)False
Q2) _____ is targeted at an existing customer base and provides technical and application assistance.These positions may involve the sales of complex equipment or services.
A) New business selling
B) Consultative selling
C) Missionary selling
D) Trade selling
Q3) _____ selling provides assistance and support to value chain members rather than obtaining sales.
A) New business
B) Consultative/technical
C) Missionary
D) Trade
Q4) If the product or the customer base does not dominate design considerations,a geographical sales organization is used.
A)True
B)False
15
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Chapter 14: Designing Market-Driven Organizations
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28134
Sample Questions
Q1) Describe the dependence of innovation and growth on knowledge workers.What should the management of these workers emphasize on?
Q2) Which of the following organizational designs would utilize a cross-classification approach that emphasizes two different factors,such as products and marketing functions?
A) Functional organizational design
B) Market-focused design
C) Product-focused design
D) Matrix design
Q3) Traditional companies decentralize decision making when they run into hard times like economic downturns.
A)True
B)False
Q4) Which of the following does the management of knowledge workers emphasize on?
A) Formal structures
B) Talent management
C) Reporting lines
D) Conventional culture
Q5) Explain the importance of organizational agility and flexibility.
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Chapter 15: Strategic Marketing Implementation and Control
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35 Verified Questions
35 Flashcards
Source URL: https://quizplus.com/quiz/28135
Sample Questions
Q1) Marketing metrics should be chosen to reflect issues most closely linking marketing investments with value chain requirements.
A)True
B)False
Q2) Which of the following is the strategic marketing audit used for?
A) To translate broadly defined marketing strategy into very specific actions
B) To provide a means to link performance evaluation to strategy implementation
C) To ensure that activities in one area do not interfere with activities in another area
D) To initiate a formal strategic marketing planning program
Q3) External marketing involves changing the attitudes and behavior of employees working at key points of contact with customers.
A)True
B)False
Q4) Which of the following techniques guides short-term marketing activities?
A) Strategic marketing plan
B) Annual marketing plan
C) Situation analysis
D) Positioning strategy
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