Marketing Strategy
Question Bank
Course Introduction
Marketing Strategy is a comprehensive course designed to equip students with the analytical frameworks and practical tools necessary to develop, implement, and evaluate effective marketing plans. The course covers key topics such as market segmentation, targeting, positioning, competitive analysis, and the marketing mix (product, price, place, promotion). Through case studies, real-world examples, and interactive projects, students learn to align marketing strategies with broader organizational objectives, respond to dynamic market environments, and create sustainable customer value. Emphasis is placed on the integration of digital trends, ethical considerations, and international perspectives to prepare students for strategic decision-making in diverse business contexts.
Recommended Textbook
Principles of Marketing 17th Edition by Philip T. Kotler
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20 Chapters
3307 Verified Questions
3307 Flashcards
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Page 2
Chapter 1: Marketing: Creating Customer Value and Engagement
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) A marketer wants to increase its "share of customer." It can do this by offering a greater variety to customers, or by ________.
A) decreasing prices
B) increasing discounts and coupons
C) sending samples directly to customers
D) introducing customers to "brand evangelists"
E) creating programs to cross-sell and up-sell to market more products and service to existing customers
Answer: E
Q2) Selecting which segments of a population to serve is called ________.
A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation
Answer: D
Q3) Market offerings are limited to physical products.
A)True
B)False
Answer: False
Page 3
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Engagement, Value, and Relationships
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) A marketing plan begins with a(n) ________, which presents a brief summary of the main goals and recommendations of the plan for management review.
A) budget
B) opportunity analysis
C) threat analysis
D) executive summary
E) action program
Answer: D
Q2) Paul Robinson has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. Paul has identified a ________.
A) target market
B) market segment
C) niche market
D) product attribute
E) product design
Answer: B
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Page 4
Chapter 3: Analyzing the Marketing Environment
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162 Verified Questions
162 Flashcards
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Sample Questions
Q1) The environmental sustainability movement encourages companies to ________.
A) actively resist social change
B) operate freely in the black market
C) go beyond government regulations
D) institute deregulation
E) curb organizational anarchy
Answer: C
Q2) Companies and their products often create ________.
A) new consumers
B) new technologies
C) new industries and their structures
D) new advertising campaigns
E) new manufacturing methods
Answer: C
Q3) The aim of the entire value delivery network is to serve target customers and create strong relationships with them.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Managing Marketing Information to Gain Customer Insights
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160 Verified Questions
160 Flashcards
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Sample Questions
Q1) Which of the following is the first step in the marketing research process?
A) developing a marketing information system
B) defining the problem and objectives of the study
C) developing the research plan
D) implementing the research plan
E) interpreting and reporting the findings
Q2) The goal of competitive marketing intelligence is to evaluate and prevent high employee turnover.
A)True
B)False
Q3) For her current research project, Margaret Rogers wants to select a sample in which every member has a known and equal chance of selection. In other words, Margaret is looking for a ________.
A) simple random sample
B) convenience sample
C) stratified random sample
D) judgment sample
E) quota sample
Q4) Describe the three decisions involved in designing a sample.
Q5) What is observational research and when is it used?
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Chapter 5: Consumer Markets and Buyer Behavior
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead she does a lot of brand switching. Carrie exhibits ________.
A) dissonance-reducing buying behavior
B) complex buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) conspicuous consumption behavior
Q2) James has decided to buy a new vehicle. His brother John has recently purchased a new truck and recommends the same model to James. James finally decides to buy the same truck. Which of the following sources of information has most likely influenced James' purchase decision?
A) experiential sources
B) public sources
C) personal sources
D) commercial sources
E) market mavens
Q3) A person's occupation has no effect on the goods and services that she buys.
A)True
B)False
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Page 7
Chapter 6: Business Markets and Business Buyer Behavior
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169 Flashcards
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Sample Questions
Q1) Influencers often help define specifications and also provide information for evaluating alternatives.
A)True
B)False
Q2) If a task is new, complex and costly, on which stage of the buying process will the buyer spend a greater amount of time?
A) preparing a general needs description
B) deciding on product specification
C) conducting a supplier search
D) preparing an order-routing specification
E) reviewing suppliers' performance
Q3) In ________, companies put their purchasing requests online and invite suppliers to bid for the business.
A) product specification
B) supplier search
C) reverse auctions
D) procurement
E) problem recognition
Q4) Discuss the major influences on business buyers.
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Chapter 7: Customer Value-Driven Marketing Strategy:
Creating Value for Target Customers
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) Which of the following is true about behavioral segmentation on the basis of the loyalty variable?
A) Consumers tend to pay more for products that are targeted at their respective age group or generation.
B) By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.
C) Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not.
D) Completely loyal customers of a brand are typically loyal to two or three brands of a given product.
E) Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable.
Q2) What does a company focus on when using an undifferentiated marketing strategy?
Q3) Intermarket segmentation refers to forming segments of consumers who have different needs and buying behaviors in a given geographical region.
A)True
B)False
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Page 9
Chapter 8: Products, Services, and Brands: Building Customer Value
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Define consistency of the product mix.
Q2) Line extension refers to extending an existing brand name to new product categories.
A)True
B)False
Q3) Which of the following exemplifies a service?
A) candy
B) laptop
C) hair salon
D) car
E) laundry detergent
Q4) The strongest brands are positioned on ________.
A) desirable benefit
B) good packaging
C) service inseparability
D) strong beliefs and values
E) product attributes
Q5) The total financial value of a brand is brand value.
A)True
B)False
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Chapter 9: Developing New Products and Managing the Product Life Cycle
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159 Verified Questions
159 Flashcards
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Sample Questions
Q1) Flurrbies, a brand of unique winter accessories that quickly fell in and out of favor with customers, is an example of a ________.
A) style
B) fashion
C) fad
D) norm
E) subculture
Q2) JoAnn Fabrics Inc. has created a new combination of colors and fabric types. The firm wants to know how consumers will perceive the new product. The firm is concerned with the product ________.
A) idea
B) displacement
C) image
D) activation
E) placement
Q3) Acquisition involves the purchase of a whole company, a patent, or a license to produce someone else's product.
A)True
B)False
Page 11
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Chapter 10: Pricing: Understanding and Capturing
Customer Value
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162 Verified Questions
162 Flashcards
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Sample Questions
Q1) PoolPak produces climate-control systems for large swimming pools. The company's customers are more concerned about service support for maintaining their systems than the initial price of the product. PoolPak specializes in and differentiates itself through both cutting-edge technologies used to build its high-value climate control systems as well as seamless quality service. PoolPak's prices are very high, but demand for its climate-control systems seems to be forever on the rise. This exemplifies
A) target costing
B) a pure monopoly
C) cost-plus pricing
D) a nonprice position
E) break-even pricing
Q2) Price is important to managers ________.
A) because prices cannot be changed quickly, so must be correctly determined
B) because a small percentage improvement in price can generate a large percentage increase in profitability
C) but other marketing mix elements create customer value and build relationships
D) but product features can be changed more quickly
E) but has little impact on a firm's market share
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Chapter 11: Pricing Strategies: Additional Considerations
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) A market-penetration pricing policy should LEAST likely be used for a new product when ________.
A) the market is highly price sensitive
B) production and distribution costs fall as sales volume increases
C) the product's quality and image support a high price
D) a high price helps keep out the competition
E) there are few or no competitors in the market
Q2) In addition to its customary services, On the Spot, a moving company, also sells the boxes and padding that are used when moving household furniture. This is an example of customer-segmented pricing.
A)True
B)False
Q3) Explain the factors involved in setting international pricing.
Q4) Which of the following would most likely lead to a company initiating a price increase?
A) weakened economy
B) possession of outdated merchandise
C) excess capacity
D) over-demand
E) possession of defective merchandise
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Chapter 12: Marketing Channels: Delivering Customer Value
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) Which of the following modes of transport should Roland choose to transport the unprocessed vegetables from Riverdale's farms to the Giant Beanstalks' factory quickly and with minimum cost?
A) air carrier
B) pipeline
C) truck
D) oil tanks
E) air tunnels
Q2) Give an example of a multichannel distribution system.
Q3) When a producer uses exclusive dealing and the use of exclusive territorial agreements to keep a dealer from selling outside its territory, it is completely legal.
A)True
B)False
Q4) A company's channel decisions directly affect the prices of its products.
A)True
B)False
Q5) Why are companies increasingly turning to third-party logistics providers (3PLs)?
Q6) What are the advantages of multichannel distribution systems?
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Chapter 13: Retailing and Wholesaling
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) Many retailers are now experimenting with limited-time shops that allow them to promote their brands to seasonal shoppers and create buzz in busy areas. Which of the following terms best represents such shops?
A) power centers
B) strip malls
C) pop-up stores
D) category killers
E) lifestyle centers
Q2) Explain the marketing decisions faced by wholesalers.
Q3) Wholesaling includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.
A)True
B)False
Q4) Why would a producer use wholesalers rather than sell directly to retailers or consumers?
Q5) Describe the differences between discount stores and off-price retailers.
Q6) The life cycle of new retail forms is getting longer.
A)True
B)False
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Chapter 14: Engaging Consumers and Communicating
Customer Value: Integrated Marketing Communications Strategy
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct and digital marketing
D) public relations
E) advertising
Q2) Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?
A) decoder
B) media
C) encoder
D) communicator
E) feedback loop
Q3) Discuss the affordable method of setting the total budget for advertising.
Q4) Why should a company be concerned about integrating communications from different sources within the company?
Q6) What are the four major communication functions? Page 16
Q5) What is the FTC three-day cooling off rule? What purpose does the rule serve?
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Page 17
Chapter 15: Advertising and Public Relations
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166 Flashcards
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Sample Questions
Q1) Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?
A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical
Q2) List any four major media types and identify some of the strengths and weaknesses of each of them.
Q3) How does a personality symbol impact a brand?
Q4) Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?
A) undifferentiated brands
B) specialty brands
C) international brands
D) mature brands
E) high-share brands
Q5) Explain why an ad might need to be modified from one country to the next.
Q6) Describe public relations and any three of its main functions.
Page 18
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Chapter 16: Personal Selling and Sales Promotion
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) Which of the following is true with regard to value selling?
A) Value selling refers to earning business from customers by cutting down prices of value products.
B) Value selling refers to delivering superior customer value and capturing a fair return on that value.
C) Value selling refers to the mass production of inferior-quality goods for sale.
D) Value selling dilutes customer loyalty in the long run.
E) Value selling tarnishes the brand image of a product in the long run.
Q2) After successfully overcoming a potential customer's objection to buying the vacuum cleaner he was selling, Terrence, a salesperson, asked the customer for an order. Terrence is in the ________ stage of the selling process.
A) follow-up
B) approach
C) preapproach
D) closing
E) prospecting
Q3) Briefly describe the presentation stage of the selling process.
Q4) Briefly explain the major sales promotion tools.
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Page 19
Chapter 17: Direct, Online, Social Media, and Mobile Marketing
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?
A) kiosk
B) automated teller machine
C) virtual catalog
D) interactive TV
E) direct-response device
Q2) Gary sends samples of sheet music to schools for demonstration or presentation. Which of the following types of marketing is being illustrated from this statement?
A) kiosk marketing
B) viral marketing
C) direct-mail marketing
D) telemarketing
E) direct-response television marketing
Q3) Direct and digital marketing involve targeting broad segments of customers.
A)True
B)False
Q4) Provide an example of how a marketer uses kiosk marketing.
Page 20
Q5) Explain how a company benefits from monitoring the blogosphere.
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Chapter 18: Creating Competitive Advantage
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Sample Questions
Q1) Gary Hirshberg started the Stonyfield Farm yogurt company. His marketing strategy: building a casual bond with customers using guerilla marketing. This is an example of formulated marketing.
A)True
B)False
Q2) Customers see competitive advantages as customer advantages.
A)True
B)False
Q3) To plan effective marketing strategies, the company must ignore its competitors.
A)True
B)False
Q4) Which of the following are examples of close competitors?
A) Applebee's and Subway
B) Taco Bell and T.G.I. Friday's
C) Pizza Hut and Burger King
D) McDonald's and Taco Bell
E) McDonald's and Burger King
Q5) Discuss formal and informal marketing strategies and give examples of companies that follow these strategies.
Page 21
Q6) What is the primary focus of a customer-centered company?
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Chapter 19: The Global Marketplace
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Sample Questions
Q1) The ________, established in 1947 and modified in 1994, was designed to promote world trade by reducing tariffs and other international trade barriers.
A) WTO
B) NAFTA
C) EU
D) CAFTA-DR
E) GATT
Q2) What are two possible reasons that management contracting is prevalent in the hotel industry?
Q3) The simplest way to enter a foreign market is through ________.
A) joint venturing
B) direct investment
C) exporting
D) joint ownership
E) contract manufacturing
Q4) Discuss the international marketing objectives and policies a company should try to define before going abroad.
Q5) Compare and contrast the advantages and disadvantages of standardized global marketing and adapted global marketing.
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Chapter 20: Sustainable Marketing: Social Responsibility and Ethics
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170 Flashcards
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Sample Questions
Q1) Proposals related to ________ include promoting the use of sustainable ingredients, recycling and reducing solid wastes, and managing energy consumption.
A) the right to be informed
B) consumer protection
C) preserving the world for future consumption
D) quality of life
E) the right to charge any price for the product
Q2) When a company chooses what principle to follow on issues of ethics and social responsibility, there are two common philosophies to use as guides: let the free market and legal system decide or let individual managers and companies choose.
A)True
B)False
Q3) What is involved in pollution prevention? Give at least one example.
Q4) Sustainable marketing consists of five principles: consumer-oriented marketing, customer-value marketing, innovative marketing, sense-of-mission marketing, and societal marketing.
A)True
B)False
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