Marketing Strategy Exam Practice
Tests
Course Introduction
Marketing Strategy explores the frameworks, techniques, and analytical tools used to develop, implement, and evaluate effective marketing plans in a dynamic business environment. The course examines fundamental concepts such as market segmentation, target marketing, positioning, and the marketing mix (product, price, place, promotion). Students will learn to assess competitive landscapes, anticipate consumer behavior, and align marketing initiatives with overall business goals. Through case studies and real-world examples, the course emphasizes strategic decision-making skills required to build and sustain competitive advantage in both traditional and digital marketplaces.
Recommended Textbook
Marketing 17th International Edition by Hult and Ferrell
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21 Chapters
3942 Verified Questions
3942 Flashcards
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Page 2
Chapter 1: An Overview of Strategic Marketing
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) The public is becoming more aware of how marketers' activities affect the welfare of consumers and society. As a result, more firms are working to
A)raise prices in order to increase their profits so that they can contribute to philanthropic causes.
B)reduce the quality of their products in order to save money and provide less expensive products to their consumers.
C)reduce their profits by donating more time and money to improve social welfare and environmental conditions.
D)enact laws requiring companies to work toward the welfare of customers and society.
E)create a responsible approach to developing long-term relationships with customers and society.
Answer: E
Q2) Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning product. List four marketing mix variables and describe the decisions and activities associated with each.
Answer: Answer not provided.
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3
Chapter 2: Planning Implementing and Evaluating Marketing Strategies
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153 Verified Questions
153 Flashcards
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Sample Questions
Q1) High Gliding Air Academy is developing its marketing mix for the coming year. Its managers know that they must first select ____ which may be the most important decision they make in the planning process.
A)the promotional strategy
B)a distribution method
C)the pricing strategy
D)a target market
E)the desired profit margin
Answer: D
Q2) Zingerman's Deli operates seven retail stores throughout the city. It plans to develop a new marketing plan to extend its number of stores and operating hours. In developing this marketing plan, it has asked its employees for feedback on the changes it plan to makes. In this case, the employees are Zingerman's ____ customers.
A)external
B)extended
C)intended
D)internal
E)domestic
Answer: D
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Chapter 3: The Marketing Environment
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189 Verified Questions
189 Flashcards
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Sample Questions
Q1) For a given level of buying power, the larger the family, the greater the willingness to spend.
A)True
B)False
Answer: True
Q2) Contrast recession and depression.
Answer: Answer not provided.
Q3) Disposable income is used to pay taxes, spend, and save.
A)True
B)False
Answer: False
Q4) Price discrimination is prohibited by the ____ Act.
A)Sherman
B)Wheeler-Lee
C)Robinson-Patman
D)Celler-Kefauver
E)Consumer Goods Pricing
Answer: C
Q5) Why must marketers be aware of new developments in technology?
Answer: Answer not provided.
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Chapter 4: Social Responsibility and Ethics in Marketing
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181 Verified Questions
181 Flashcards
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Sample Questions
Q1) Instead of addressing the question ____, many environmentalists and marketers believe the question should be ____.
A)"How can we reduce costs?"; "How can we keep prices low?"
B)"Where should we dispose of waste?"; "How can we protect society?"
C)"How can we make products better?"; "How can we reduce waste?"
D)"How can environmentalism be profitable?"; "Where is the benefit of environmental efforts?"
E)"What should we do with our waste?"; "How can we produce products without waste?"
Q2) In Europe, companies can voluntarily apply for a designation to indicate that their product is less harmful to the environment than competing products. This label is known as the
A)Green Marketing Stamp.
B)Eco-label.
C)Forest Stewardship Seal.
D)Better Product Project.
E)Good Housekeeping Seal.
Q3) How can a code of conduct encourage ethical behavior in an organization?
Q4) What are some ways to determine if an activity is ethical or socially responsible?
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Page 6
Chapter 5: Marketing Research and Information Systems
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190 Verified Questions
190 Flashcards
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Sample Questions
Q1) Subway wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 500 employees by having a computer program automatically pick which employees will be in the sample. If it uses the payroll database as the list of names to chose from, which type of sampling method is Subway using?
A)random sampling.
B)sampling populations.
C)stratified sampling.
D)nonprobability sampling.
E)quota sampling.
Q2) The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.
A)True
B)False
Q3) Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.
A)True
B)False
Q4) Why is defining the problem the most important step in marketing research?
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Chapter 6: Target Markets: Segmentation and Evaluation
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) What is the main problem with using a market test as a forecasting tool?
A)Difficult to interpret
B)Expensive
C)Inaccurate
D)Unacceptable to consumers
E)Overused
Q2) Using the breakdown approach to sales potential, estimates are made
A)by referring to specific geographic factors.
B)by establishing levels of marketing effort that will be required to achieve specific levels of sales.
C)without reference to industry marketing efforts.
D)without reference to general economic conditions.
E)by starting with general economic conditions.
Q3) Only one variable can be used to segment a market.
A)True
B)False
Q4) Would a person's political views be an effective variable with which to segment a market? Why or why not?
Q5) Compare and contrast the concentrated and differentiated targeting strategies of market segmentation.
8
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Chapter 7: Consumer Buying Behavior
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219 Verified Questions
219 Flashcards
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Sample Questions
Q1) Marketers often provide consumers with experience to their products, including free samples and trial offers, to facilitate consumer
A)patronage motives.
B)attitudes.
C)perception.
D)distortion.
E)learning.
Q2) Abercrombie & Fitch is developing a program to get to know its customers. Which of the following is not a reason why A&F needs to understand consumer buying behavior?
A)customer's reactions to marketing strategy can impact the firm's success
B)all customers are the same when it comes to buying behavior
C)a firm should create a marketing mix that satisfies customers
D)it helps the marketer predict how consumers will respond to marketing strategies
E)the marketing concept stresses that a firm should know its customers
Q3) Just as attitudes are learned, they can be changed.
A)True
B)False
Q4) Compare and contrast the three major ethnic subcultures in the United States.
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Page 9
Chapter 8: Business Markets and Buying Behavior
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175 Verified Questions
175 Flashcards
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Sample Questions
Q1) Specific details regarding terms, credit arrangements, and technical assistance are worked out during the product specification stage of the buying decision process.
A)True
B)False
Q2) What factors affect the purchase method that business customers choose?
Q3) When charitable organizations such as the American Cancer Society, Second Harvest Foodbank, and the Red Cross make purchases for goods and services to use in their daily operations, they would be considered to be _______ buyers.
A)corporate
B)government
C)institutional
D)producer
E)nonprofit
Q4) The term business markets refers only to producer markets.
A)True
B)False
Q5) A major source of input-output data is the Survey of Current Business.
A)True
B)False
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Chapter 9: Reaching Global Markets
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) Select the true statement.
A)Legislation regulating marketing in many foreign countries is being eased.
B)A government's attitude toward cooperation with importers has little impact on marketing to that country.
C)Refusing to give payoffs and bribes in some foreign countries may put a marketer at a competitive disadvantage.
D)Bribes and payoffs are considered unethical in all countries and cultures.
E)Bribes and payoffs are supported by U.S.trade policies under certain conditions.
Q2) What effects are technological forces having on international marketing? What opportunities exist in the global marketplace that marketers can exploit with regard to technology?
Q3) Both Nike and Adidas standardize many of their shoe models and colors worldwide, which is an example of _______.
A)globalization.
B)customization.
C)nationalization.
D)culturalization.
E)internationalization.
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Chapter 10: Digital Marketing and Social Networking
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181 Verified Questions
181 Flashcards
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Sample Questions
Q1) ____ are people who gather information and organize content generated by critics and creators.
A)Collectors
B)Spectators
C)Joiners
D)Creators
E)Critics
Q2) Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers Internet using digital marketing.
A)True
B)False
Q3) ____ of online shoppers read ratings and reviews before making a purchasing decision.
A)One-fourth
B)A third
C)Almost half
D)Over three-fourths
E)Practically all
Q4) Describe the six segments included in the Social Technographics Profile.
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Chapter 11: Product Concepts
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187 Verified Questions
187 Flashcards
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Sample Questions
Q1) The depth of a product mix is measured by the average number of A)convenience products as compared with the number of specialty products.
B)different product lines offered by the company.
C)different products offered in each product line.
D)specialty products as compared with the number of convenience products.
E)product features that the company offers.
Q2) Which of the following is the most typical example of a new product introduction?
A)Pringles sold in snack-sized containers
B)A brand-new nut discovered in Africa
C)A car that uses no oil or gasoline
D)Shoes that literally make you run faster
E)A device that cools your car while parked outside
Q3) The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, even the sounds and smells all contribute to the experiential element of its total product.
A)True
B)False
Q4) Discuss the marketing efforts that are likely to be used during the growth stage of the product life cycle.
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Chapter 12: Developing and Managing Products
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166 Flashcards
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Sample Questions
Q1) A ____ is responsible for a product, product line, or several distinct products in an interrelated group within an organization.
A)product marketer
B)brand manager
C)market manager
D)product manager
E)line manager
Q2) During the commercialization phase of new-product development, plans for full-scale manufacturing and marketing are refined and settled.
A)True
B)False
Q3) Discuss the major approaches that marketers use to differentiate their products.
Q4) Designing a product that customers perceive as different from competing products is an example of product differentiation.
A)True
B)False
Q5) Identify and describe the three major ways to modify existing products, and give an example of each.
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Page 14
Chapter 13: Services Marketing
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) Government has no control over service prices charged.
A)True
B)False
Q2) The marketing channels for services are usually
A)complex and multifaceted.
B)characterized by two to three intermediaries.
C)dependent on the geographical location of the consumer.
D)determined by the customer.
E)direct from provider to customer.
Q3) Consumers look closely at service quality when comparing competing services because
A)they perceive all services to be essentially the same.
B)they typically have very few services from which to select.
C)all services are priced about the same.
D)quality is the only relevant service characteristic.
E)services are very difficult to evaluate.
Q4) Services are highly perishable and cannot be inventoried for future use.
A)True
B)False
Q5) In what ways do inseparability and intangibility affect the pricing of services?
Page 15
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Chapter 14: Branding and Packaging
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216 Verified Questions
216 Flashcards
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Sample Questions
Q1) All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the use of A)category-consistent packaging.
B)family packaging.
C)multiple packaging.
D)family branding.
E)group labeling.
Q2) Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's A)licensing.
B)labeling.
C)promotion.
D)packaging.
E)direct media.
Q3) A service brand name must be flexible enough to encompass not only current services offered, but possible future ones as well.
A)True
B)False
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Page 16
Chapter 15: Marketing Channels and Supply Chain Management
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183 Verified Questions
183 Flashcards
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Sample Questions
Q1) Kawasaki places several motorcycles in "pods" in order to load them efficiently using forklifts. This system of materials handling is called
A)warehousing.
B)containerization.
C)group storage.
D)unit loading.
E)mechanized handling.
Q2) What two modes of transportation are used when containers are shipped by piggyback?
A)Railroads and airways
B)Trucks and airways
C)Pipelines and trucks
D)Waterways and railroads
E)Railroads and trucks
Q3) What advantages do industrial distributors offer? What are some of the disadvantages of using industrial distributors?
Q4) Discuss how the strategic importance of physical distribution is evident in each element of the marketing mix.
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Q5) What is supply chain management? How can it help marketing channel members?
Chapter 16: Retailing, Direct Marketing, and Wholesaling
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196 Verified Questions
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Sample Questions
Q1) Carter works for a wholesaler in the home construction industry. Which of the following activities will Carter's company not likely do?company who engages in several supply-chain activities, including shipping and product handling, inventory control, and information system management. Carter likely works for A)shipping and product handling.
B)inventory control.
C)information systems management.
D)purchase and take ownership of products.
E)financing.
Q2) Brad accesses Overstock.com's' site on the Internet and purchases a business laptop case. This is an example of A)direct-selling.
B)catalog retailing.
C)direct-response marketing.
D)online retailing.
E)home shopping.
Q3) Compare the services wholesalers provide for producers with the services they provide to retailers.
Q4) Identify and describe three kinds of specialty stores.
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) Identify and describe the four major promotion mix elements.
Q2) The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?
A)Introduction
B)Decline
C)Maturity
D)Growth
E)Plateau
Q3) Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is
A)encouraging product trial.
B)retaining existing customers.
C)stimulating demand.
D)combating competitive promotional offers.
E)reducing sales fluctuations.
Q4) Discuss the major factors that affect the selection of promotion mix elements.
Q5) What are the differences in trying to stimulate primary demand versus selective demand?
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Chapter 18: Advertising and Public Relations
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Sample
Questions
Q1) Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?
A)Competitive parity
B)Percent of sales
C)Arbitrary
D)Affordability
E)Objective-and-task
Q2) Refer to Scenario 18.2. If State Farm Bank decided that it wanted to increase its number of bank customers by 10% in the coming year, it would most likely use the ____ approach to advertising allocation.
A)arbitrary
B)competition-matching
C)objective-and-task
D)percent-of-sales
E)percent-of-customer
Q3) What is public relations and for what purposes is it used?
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Page 20
Chapter 19: Personal Selling and Sales Promotion
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198 Verified Questions
198 Flashcards
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Sample Questions
Q1) Regardless of one's experience, firms always put new employees through a training program geared for their specific firm.
A)True
B)False
Q2) Two major categories of sales promotion methods are consumer and trade.
A)True
B)False
Q3) ____ are offers of cash to customers who purchase a specific product, and ____ are offers of cash to customers who purchase a specific quantity of a specific product.
A)Rebates; reimbursements
B)Cents-off; refunds
C)Rebates; premiums
D)Buy-back allowances; money refunds
E)Rebates; money refunds
Q4) To equalize the workload, a sales manager divides a geographic market into sales territories of equal size according to land area.
A)True
B)False
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Chapter 20: Pricing Concepts
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Sample Questions
Q1) Which of the following is not a method used to determine transfer prices?
A)Discounted standard cost
B)Actual full cost
C)Standard full cost
D)Cost plus investment
E)Market-based cost
Q2) Jared is developing a business plan for a new type of bicycle helmet. He is interested in finding the point at which the costs of producing the helmet will equal the revenue earned from selling the product. Jared is interested in finding the
A)elasticity of demand.
B)breakeven point.
C)variable costs.
D)price elasticity.
E)the sum of fixed costs.
Q3) Price is a crucial marketing mix component.
A)True
B)False
Q4) Explain what is meant by price elasticity of demand.
Q5) What are the implications of a downward-sloping demand curve?
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Chapter 21: Setting Prices
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Sample Questions
Q1) The six stages of setting prices should always be followed if prices are to be set correctly.
A)True B)False
Q2) Pricing objectives should be considered overall goals to aid the organization in its long-range plans.
A)True B)False
Q3) Cost-based pricing results in a high price when demand is high and a low price when demand is low.
A)True
B)False
Q4) Captive pricing, premium pricing, bait pricing, and price lining are all strategies aimed at maximizing the profits of an entire product line rather than an individual product.
A)True B)False
Q5) Grocery stores use negotiated pricing strategies. A)True B)False
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