Marketing Strategies
Midterm Exam
Course Introduction
This course explores the fundamental concepts and practices involved in developing, implementing, and evaluating effective marketing strategies across a variety of industries. Students will learn how to analyze market environments, segment and target audiences, position products and services, and craft comprehensive marketing plans. Topics include competitive analysis, branding, new product development, integrated marketing communications, digital marketing, and metrics for measuring strategic outcomes. Through case studies and real-world applications, students will develop the analytical and decision-making skills necessary to create value and maintain a competitive advantage in dynamic markets.
Recommended Textbook
Marketing An Introduction 5th Canadian Edition by Gary Armstrong
Available Study Resources on Quizplus
14 Chapters
2319 Verified Questions
2319 Flashcards
Source URL: https://quizplus.com/study-set/544
Page 2
Chapter 1: Marketing: Creating and Capturing Customer
Available Study Resources on Quizplus for this Chatper
164 Verified Questions
164 Flashcards
Source URL: https://quizplus.com/quiz/10107
Sample Questions
Q1) The marketing team at Bead Beautiful, a line of jewelry targeted at pre-teenage girls, is meeting to formulate the products' value proposition.What should team members consider as they define a value proposition for Bead Beautiful?
Answer: In considering Bead Beautiful's value proposition, the marketing team should identify the benefits and values the company promises to deliver to customers to satisfy their needs. The value proposition should differentiate Bead Beautiful from other similar products, answering the customer's question "Why should I buy this brand rather than a competitor's?"
Q2) How is marketing being applied in the not-for-profit sector?
Answer: Firms in the not-for-profit sector may use marketing to enhance their images or to attract memberships and donors. Some organizations, such as government agencies, may design social marketing campaigns to encourage specific causes.
Q3) Marketing management is interested in serving all customers in every way to remain competitive in today's markets.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Relationships
Available Study Resources on Quizplus for this Chatper
163 Verified Questions
163 Flashcards
Source URL: https://quizplus.com/quiz/10113
Sample Questions
Q1) With the rise of social media, two major challenges facing marketers today are
keeping up with the changing technology and learning how to use it keeping up with changing technology and choosing the best ones to use understanding how to use the tools in a way that achieves marketing goals and measuring the effects of social media programs understanding how to use the tools in a way that achieves marketing goals and interpreting the information gathered measuring the most effective tools for use and measuring the effects of social media programs
Answer: understanding how to use the tools in a way that achieves marketing goals and measuring the effects of social media programs
Q2) The primary activity in strategic planning is goal setting.
A)True
B)False
Answer: False
Q3) Into what BCG quadrant does a high-share, high-growth SBU fall?
Answer: It falls into the "star" category.
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Sustainable Marketing: Social Responsibility and Ethics
Available Study Resources on Quizplus for this Chatper
165 Verified Questions
165 Flashcards
Source URL: https://quizplus.com/quiz/10114
Sample Questions
Q1) What is meant by cultural pollution? Give two examples. Answer: Cultural pollution is the constant assault on our senses by advertising. Examples will vary but may include:commercials that interrupt serious programs, pages of ads that obscure magazine, spam that fills e-mailboxes, and billboards that mar beautiful scenery.
Q2) Planned obsolescence might involve which of the following? the use of safe materials changing consumer styles the holding back of attractive functional features, then introducing them later to make older models obsolete the use of materials that will rust the use of components that will break
Answer: the holding back of attractive functional features, then introducing them later to make older models obsolete
Q3) In sense-of-mission marketing, a company defines its mission in broad social terms rather than narrow product terms.
A)True
B)False
Answer: True
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Analyzing the Marketing Environment
Available Study Resources on Quizplus for this Chatper
152 Verified Questions
152 Flashcards
Source URL: https://quizplus.com/quiz/10115
Sample Questions
Q1) A country with a(n) ________ economy consumes most of its own agricultural and industrial outputs and offers few market opportunities. industrial service technological subsistence developed
Q2) Which demographic group includes large tween and teen markets? Generation X Millennials
Baby busters
Baby boomers
The Go Getters
Q3) Who are the major players in a company's microenvironment? What roles do they play?
Q4) Because of the growing diversity in Canada, companies are increasingly targeting minority market segments.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Managing Marketing Information to Gain Customer Insights
Available Study Resources on Quizplus for this Chatper
165 Verified Questions
165 Flashcards
Source URL: https://quizplus.com/quiz/10116
Sample Questions
Q1) The real value of marketing research and information lies not in quantity but in the customer insights provided. A)True B)False
Q2) For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________. complete accurate inexpensive collected before secondary data experimental
Q3) You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.You should conduct ________ research. causal experimental secondary survey exploratory
Page 7
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Understanding Consumer and Business Buyer
Behaviour
Available Study Resources on Quizplus for this Chatper
168 Verified Questions
168 Flashcards
Source URL: https://quizplus.com/quiz/10117
Sample Questions
Q1) ________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions.
Personality Culture
Lifestyle
Motive
Social class
Q2) The buying centre is not a fixed or formally identified unit within an organization.
A)True
B)False
Q3) People differ greatly in their readiness to try new products.In each product area, there are "consumption pioneers." They are also called laggards.
A)True
B)False
Q4) Give an example of a cultural shift that may impact the marketing of products or services.
Q5) Explain why selective distortion is somewhat controllable by a marketer.
Page 8
Q6) What are the differences between innovators and early adopters?
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: Segmentation, Targeting, and Positioning
Available Study Resources on Quizplus for this Chatper
170 Verified Questions
170 Flashcards
Source URL: https://quizplus.com/quiz/10118
Sample Questions
Q1) It is most accurate to say that successful niche marketing relies on a firm's ________ and its ________. marketing strategy; services individual relationships with customers; positioning superior products; value network partners greater knowledge of customers' needs; special reputation competitive advantage in comparison to mass-market companies; affordable pricing
Q2) When a company chooses a target marketing strategy, its choices are influenced by factors related to company resources, the degree of product variability, and the product's life-cycle stage.
A)True
B)False
Q3) Your assignment at work is to divide buyers into different groups based on social class, lifestyle, and personality characteristics.After a planning session with the marketing and sales staff, you issue a memo to upper management recommending psychographic segmentation.You are right on target. A)True
B)False
Q4) How might a marketer benefit most from using PRIZM?
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Developing and Managing Products and Services
Available Study Resources on Quizplus for this Chatper
199 Verified Questions
199 Flashcards
Source URL: https://quizplus.com/quiz/10119
Sample Questions
Q1) During the introduction stage, a company that acts as a market pioneer should execute a launch strategy that is part of a marketing plan for the product's entire life cycle.
A)True B)False
Q2) A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. product line line extension private brand convenience product product bandwidth
Q3) An attractive idea must be developed into a ________. product idea product concept product image test market product strategy
Q4) How might a flower shop engage in line stretching?
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Brand Strategy and Management
Available Study Resources on Quizplus for this Chatper
136 Verified Questions
136 Flashcards
Source URL: https://quizplus.com/quiz/10120
Sample
Questions
Q1) Many national brands have seen their market share drop in the recent recession.National brands need to improve their ________ in tough economic times. value proposition features sales tactics price promotion
Q2) The strongest brands go beyond attributes or benefit positioning; they are positioned on ________. desirable benefit good packaging service inseparability strong beliefs and values customer image
Q3) A manufacturer has four brand sponsorship options.Describe what they are.
Q4) "The definition of a brand is far from simple." Explain what the text authors mean by this statement.
Q5) Consumers view a brand as an important part of a product and branding can add
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Pricing: Understanding and Capturing
Customer Value
Available Study Resources on Quizplus for this Chatper
170 Verified Questions
170 Flashcards
Source URL: https://quizplus.com/quiz/10108
Sample Questions
Q1) Explain how web retailers can initiate dynamic pricing.
Q2) Scenario
Quills, Inc., is a manufacturer of ball-point pens, pencils, and stationery.The firm's primary distribution strategy is to sell in large volumes to office supply stores and large discount chains.Charles Powell, CEO of Quills, had hoped to manufacture and sell in large enough quantities that prices could be held low.However, in the first several months, the firm experimented with the price portion of its marketing mix in an effort to cater to a number of markets.
Quills started out with a market-penetration pricing strategy.What assumptions could be made about the market(s) Quills was serving?
Q3) Which of the following statements about a break-even chart is true?
It is used to determine how the customer-perceived value changes with value-added pricing.
It is a tool used to calculate fixed costs.
It shows the level of earnings a company has during an accounting period. It is a tool marketers use to examine the relationship between supply and demand. It uses variable costs, the unit price, and fixed costs.
Q4) For what types of products might marketers use market-skimming pricing?
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: Marketing Channels
Available Study Resources on Quizplus for this Chatper
171 Verified Questions
171 Flashcards
Source URL: https://quizplus.com/quiz/10109
Sample Questions
Q1) Why are multichannel distribution systems gaining popularity today?
Q2) ________ includes all activities involved in selling goods and services to those buying for resale or business use.
Wholesaling
Retailing
Franchising
Discounting
Disintermediation
Q3) What is the difference between a limited-service and a full-service retailer?
Q4) All of the institutions in a channel are connected by flows, including physical flow, flow of ownership, payment flow, information flow, and ________ flow. promotion acquisition customer return product by-product
Q5) What types of products are exclusively distributed?
Q6) How can discount stores sell merchandise at lower prices?
Q7) How can a firm benefit from participating in a horizontal marketing system?
Page 13
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Communicating Customer Value: Advertising and
Public Relations
Available Study Resources on Quizplus for this Chatper
169 Verified Questions
169 Flashcards
Source URL: https://quizplus.com/quiz/10110
Sample Questions
Q1) Which of the following is an example of a media that an advertiser might use to reach larger customer segments?
cable television channels
e-mail blogs
network television online social networks
Q2) Today, which of the following is often a more important element of developing an advertising strategy than the creative elements of the campaign? selecting the right advertising media using sophisticated statistical models setting advertising objectives evaluating advertising campaigns setting the advertising budget
Q3) The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.
A)True B)False
Page 14
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Personal Selling and Sales Promotion
Available Study Resources on Quizplus for this Chatper
169 Verified Questions
169 Flashcards
Source URL: https://quizplus.com/quiz/10111
Sample Questions
Q1) Blue Star Supply Company wants its outside salespeople to spend more time with customers.One way for Blue Star to accomplish this goal would be to hire additional technical support people and sales assistants.
A)True
B)False
Q2) Whom do members of a sales force typically represent? They represent the company to customers. They represent the company to investors. They represent the customer to the company.
A and C all of the above
Q3) A company can unite its marketing and sales functions through many activities.Which is the least likely to be effective? assigning a telemarketer the task of visiting a customer arranging joint meetings to clarify all aspects of communication appointing a chief customer officer to oversee both departments having a salesperson preview ads and sales-promotion campaigns sending brand managers on sales calls with a salesperson
Q4) What type of sales promotion may benefit a political candidate the most?
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Direct and Online Marketing
Available Study Resources on Quizplus for this Chatper
158 Verified Questions
158 Flashcards
Source URL: https://quizplus.com/quiz/10112
Sample Questions
Q1) Most companies use direct marketing as their primary channel. A)True B)False
Q2) Internet marketing practices have raised a number of ethical and legal questions.Why is invasion of privacy perhaps the most important online marketing concern?
Q3) Marketers use ________ telephone marketing to receive orders from television ads and catalogs. inbound outbound interactive direct-response business-to-business
Q4) Explain how the creation of the National Do-Not-Call Registry may have helped telemarketers more than it hurt them.
Q5) Because several satellite broadcast systems now offer ITV capabilities, interactive TV is likely to become a more widely used direct marketing medium. A)True B)False
To view all questions and flashcards with answers, click on the resource link above. Page 16