Marketing Strategy
Mock Exam
Course Introduction
Marketing Strategy explores the process of developing, implementing, and evaluating effective marketing plans to achieve organizational objectives in competitive environments. The course covers core concepts such as market analysis, segmentation, targeting, positioning, and the marketing mix (product, price, place, promotion), with practical applications through case studies and real-world scenarios. Students learn to analyze customer behavior, assess market opportunities, and make strategic decisions integrating digital and traditional marketing channels. Emphasis is placed on aligning marketing strategies with business goals, responding to changing market dynamics, and achieving sustainable competitive advantage.
Recommended Textbook
Marketing Management 3rd Edition by Greg Marshall Available Study
14 Chapters
Verified Questions 1339 Flashcards
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Page 2
Chapter 1: Marketing in Today's Business Milieu
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92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/2497
Sample Questions
Q1) In order for Marketing (Big M) to succeed, firms should create ________ strategies.
A) predatory pricing
B) market-driving
C) diversification
D) vertical integration
E) market-driven
Answer: B
Q2) What clearly distinguishes your product from those of the competition is
A) orientation
B) differentiation
C) organization
D) relationships
E) development
Answer: B
Q3) If aspects of marketing can't be measured, they can still be managed.
A)True
B)False
Answer: FALSE
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Page 3
Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Perdue found that one of its chicken products may have been contaminated with bacteria, so it pulled it off the shelves and instituted a recall. This potential ethical issue was associated with which element of the marketing mix?
A) product
B) price
C) distribution
D) marketing communications
E) promotion
Answer: A
Q2) Starbucks has been successful in developing "ethically sourced" coffee that is socially responsible and environmentally safe. This demonstrates which element of TBL?
A) people
B) planet
C) product
D) profit
E) promotion
Answer: B
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Page 4
Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Mammoth Foods, a major agricultural corporation, recently purchased MJS Organic Foods Co. MJS was established six years ago and has become a major supplier to restaurants in the northeastern United States. The organic herbs, vegetables, and fruit market is expected to have a double-digit growth rate over the next decade. Under the Boston Consulting Group (BCG) Growth-Share Matrix, MJS would most likely be classified as a ________.
A) star
B) cash cow
C) dog
D) problem child
E) top gun
Answer: A
Q2) When a firm communicates the value proposition of its products to customers, the value message only includes the benefits of the product.
A)True
B)False
Answer: FALSE
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Chapter 4: Market Research Essentials
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93 Verified Questions
93 Flashcards
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Sample Questions
Q1) The manager of Gina's Groceries wanted to see how customers would react to some new displays. To collect this information, she posted employees where they could see the display and had them record how long customers looked at it, whether they picked up the item, and if they took the item with them. In this case, she is using ________ for her market research.
A) situation analysis
B) secondary data
C) in-depth interviews
D) observational data
E) focus groups
Q2) 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
Q3) Good marketing research looks to develop answers to fit a predecided outcome.
A)True
B)False
Q4) Explain three ways that a CRM system can be used for marketing research.
Q5) Name and describe the six external forces that affect marketing decisions.
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Chapter 5: CRM, Big Data, and Marketing Analytics
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Investment decisions in marketing must consider the following elements EXCEPT
A) level of investment
B) returns
C) risks
D) human resources
E) hurdle rates
Q2) Marketing planning is the first phase of the customer relationship management (CRM) process cycle.
A)True
B)False
Q3) ROBI stands for return on ________ investment.
A) brand
B) basic
C) budget
D) bottom line
E) Big Data
Q4) Data mining helps in segmenting customers in order to target key markets.
A)True
B)False
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Chapter 6: Understand Consumer and Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) The reference group known as a secondary group includes people with whom one has frequent contact.
A)True
B)False
Q2) Internal forces such as ________ affect consumer choices.
A) age and attitude
B) culture and education
C) personality and society
D) learning and culture
E) income and culture
Q3) Delivering value to the customer is the core of marketing.
A)True
B)False
Q4) MRO supplies are generally purchased through a ________.
A) modified rebuy
B) new purchase
C) transactional purchase
D) straight rebuy
E) contractual rebuy
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Chapter 7: Segmentation, Target Marketing, and Positioning
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) The ability to get secondary and/or primary data on a market being considered for segmentation relates to which of the following questions about marketing?
A) Can the segment be reached in terms of physical product?
B) Is the segment of sufficient size to warrant investing in a unique value-creating strategy for that segment as a target market?
C) Is the segment readily identifiable and can it be measured?
D) Can the segment be reached in order to deliver the value of the product, and subsequently can it be effectively and efficiently managed?
E) Is the segment clearly differentiated on one or more important dimensions when communicating the value of the product?
Q2) Pamela only bought her cars from Lexis because they made it so easy to get them serviced by picking her car up and bringing it back to her. Lexis shows ________ leadership.
A) innovative
B) image
C) price
D) personnel
E) service
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Chapter 8: Product Strategy and New Product Development
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Early adopters are product watchers who seek out new products but are price-sensitive.
A)True
B)False
Q2) The business case analysis is an overall evaluation of a product and usually assesses the product's probability of success.
A)True
B)False
Q3) The targeted consumers during the maturing phase of a product life cycle are innovators and early adopters.
A)True
B)False
Q4) Product followers who purchase older generation models with lower prices and fewer features are called ________.
A) laggards
B) early adopters
C) innovators
D) the late majority
E) the early majority
Page 10
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Chapter 9: Build the Brand
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) The perceived quality of a brand enables companies to extend the product range, can lead to a price premium opportunity, and is a differentiator in the market.
A)True
B)False
Q2) Explain and give examples of how packaging protects, communicates, and promotes usage.
Q3) Explain the four basic strategic decisions that help define a brand and the advantages of using each.
Q4) Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label. This is an example of the ________ requirements of labeling.
A) aesthetic
B) marketing
C) legal
D) industry
E) consumer
Q5) 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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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) A service is described as being inseparable because ________.
A) it can be easily separated from its provider
B) it can be experienced by a customer before utilization
C) it cannot be seen, heard, tasted, or felt by a customer
D) it is produced and consumed at the same time
E) its quality is only as good as that of the provider himself or herself
Q2) If a firm is considered customer-centric, it implies that the company ________.
A) does marketing research on all market segments and creates ads that focus on individual market segments
B) develops products and services that sell well in both large and small markets including some international markets
C) gives more importance to customers in everything that takes place both inside and outside the firm
D) places employees and customers at the top of the organizational chart
E) treats employees as customers and develops systems and benefits that satisfy their needs
Q3) What is a service-profit chain? Explain how external service quality affects the chain.
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Chapter 11: Manage Pricing Decisions
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) 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?
Q2) Creating a perception about price merely from the image the numbers provide the customer demonstrates ________ pricing.
A) psychological
B) stability
C) variable
D) everyday low
E) high/low
Q3) Average-cost pricing is a method for determining the price of an offering by adding a standardized markup on top of the costs for the offering.
A)True
B)False
Q4) Define price-fixing and differentiate horizontal price-fixing from vertical price-fixing. Give an example of how price-fixing might manifest in the market.
Q5) Define the four types of channel discounts and provide an example of each.
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Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) The degree of push versus pull used is fundamental in framing the channel structure and relationships that are likely to optimize a product's success.
A)True
B)False
Q2) ________ power can take the form of sharing important product knowledge.
A) Coercive
B) Reward
C) Expert
D) Referent
E) Legitimate
Q3) When the objective is to obtain maximum product exposure throughout the channel, a(n) ________ strategy is designed to saturate every possible intermediary.
A) selective distribution
B) intensive distribution
C) exclusive distribution
D) partnership relationship management
E) materials requirement planning
Q4) Describe three of the legal issues in supply chain management.
Page 14
Q5) Define disintermediation, and explain why it's common in the electronic channel.
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Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) In addition to the company's primary website, many companies create smaller, more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as ________.
A) blogs
B) microsites
C) social networking sites
D) profiles
E) micro blog sites
Q2) Which form of promotion is based on unpaid communication?
A) personal selling
B) advertising
C) sales promotion
D) digital marketing
E) public relations
Q3) Younger consumers are much more likely to want to be "sold to," and therefore place a high value on objective information sources for decision making.
A)True
B)False
Q4) Describe the seven Cs that define the customer website interface.
Page 15
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Chapter 14: Promotion Essentials: Legacy Approaches
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The sales engineer from General Electric who calls on Boeing to sell the GE90 jet engine to be used in Boeing aircraft is an example of a ________.
A) technical seller
B) solutions servicer
C) missionary salesperson
D) trade servicer
E) telemarketer
Q2) The vast majority of advertising is ________ advertising.
A) institutional
B) product
C) virtual
D) nonprofit
E) research-based
Q3) ________ is one of the critical mistakes made in closing a sale.
A) Adopting a flippant approach
B) Excessive marketing
C) Standardized presentation
D) Too much talking
E) Geographic segmentation
Q4) What are the six stages of the personal selling process?
Page 16
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