Marketing Strategy
Test Bank
Course Introduction
Marketing Strategy explores the process of developing, implementing, and evaluating marketing plans that help organizations achieve their objectives in competitive environments. The course examines concepts such as market analysis, segmentation, targeting, positioning, and the formulation of sustainable competitive advantages through the effective integration of product, price, distribution, and promotional strategies. Students will engage in critical thinking through real-world case studies and simulations, equipping them with skills to analyze complex market situations, make data-driven decisions, and adapt strategies to dynamic global markets.
Recommended Textbook
Marketing 2018 19th Edition by William M. Pride
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20 Chapters
4292 Verified Questions
4292 Flashcards
Source URL: https://quizplus.com/study-set/782
Page 2
Chapter 1: An Overview of Strategic Marketing
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181 Verified Questions
181 Flashcards
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Sample Questions
Q1) Which of the following about marketing is true?
A) Marketing knowledge enhances consumer awareness.
B) Marketing is only used by for-profit and government organizations.
C) Marketing is more likely to lead to a more just government.
D) Marketing activities are declining due to new technology.
E) The marketing profession is the highest-paying profession.
Answer: A
Q2) Which of the following is most likely to be an idea marketer?
A) Car salesperson
B) Airline pilot
C) Attorney
D) Abuse counselor
E) Orthodontist
Answer: D
Q3) A target market is always defined by demographics.
A)True
B)False
Answer: False
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Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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152 Verified Questions
152 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) An organization's business goals should be derived from its
A) mission statement.
B) strategic plan.
C) strategic business plan.
D) marketing plan.
E) marketing strategy.
Answer: A
Q3) A marketing objective need not be consistent with the firm's overall objectives.
A)True
B)False
Answer: False
Page 4
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Chapter 3: The Marketing Environment
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209 Verified Questions
209 Flashcards
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Sample Questions
Q1) Jared Bledsoe hired Green Gardens, a local landscape firm, to plant trees and shrubs in his front yard. The landscape is beautiful when the company is done; however, in just a few days many of the plants begin to die. When Jared complained to the manager of Green Gardens, the manager says that Jared must have done something to them that caused the plants to die, such as overwatering them. Green Gardens doesn't have any money-back guarantees. Jared is angry that he can't get a refund or replacement. At this time, Jared's best course of action would be to contact the
A) local Chamber of Commerce.
B) Federal Trade Commission.
C) Sherman Commission.
D) Better Business Bureau.
E) local Small Claims Court.
Answer: D
Q2) Wealth enables consumers to gain buying power.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Social Responsibility and Ethics in Marketing
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182 Verified Questions
182 Flashcards
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Sample Questions
Q1) Employees can easily determine what behavior is acceptable even in organizations that do not have ethics compliance programs and policies on conduct.
A)True
B)False
Q2) One way in which marketers can demonstrate social responsibility is through programs in sustainability. Which of the following is not included as a goal of sustainability?
A) Long-term well-being of the natural environment
B) Focusing primarily on the external environment of the company
C) Considering individuals as part of the natural environment
D) Adopting more eco-friendly business practices
E) Improving technologies that protect the natural environment
Q3) An organization's obligation to maximize its positive impact and minimize its negative impact on society is known as social accountability.
A)True
B)False
Q4) What are some ways to determine if an activity is ethical or socially responsible?
Q5) How can a code of conduct encourage ethical behavior in an organization?
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Chapter 5: Marketing Research and Information Systems
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203 Verified Questions
203 Flashcards
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Sample Questions
Q1) When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using
A) quota sampling.
B) selective surveying.
C) random sampling.
D) stratified sampling.
E) researcher samples.
Q2) You are working with the data scientist from your sales department to develop a regression model for forecasting your company's sales based on changes in the U.S. economy.
Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?
A) Quantitative data about your company's historical sales and U.S. economic performance statistics
B) Qualitative data about your company's historical sales and U.S. economic performance statistics
C) Qualitative data about the department's sales force
D) Quantitative data about your company's historical sales only
E) Qualitative data about your marketing environment
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Chapter 6: Target Markets, Segmentation and Evaluation
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213 Verified Questions
213 Flashcards
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Sample Questions
Q1) When evaluating market segments, assessment of competitors is important because
A) it is difficult to segment a market when it has multiple competitors.
B) an absence of competitors usually creates difficulties in accurately measuring segment sales potential.
C) sales estimates may cause a segment to appear to be lucrative, but there may be several competitors that together have a large share of that segment.
D) a competitive analysis may lead to confusion as to who are the key competitors.
E) competition is generally not a major problem as long as a marketer is aware of it.
Q2) One way marketers can segment business markets is according to their geographic location.
A)True
B)False
Q3) The term market density refers to the number of potential customers per unit of land area, such as per square mile.
A)True
B)False
Q4) How do business markets differ from consumer markets?
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8
Chapter 7: Consumer Buying Behavior
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) During the evaluation of alternatives stage of the consumer buying decision process, the buyer selects the seller from whom he or she will purchase the product.
A)True
B)False
Q2) The three most widely recognized types of consumer decision making are
A) limited problem solving, extended problem solving, and routinized response behavior.
B) extended problem solving, enduring problem solving, and situational decision making.
C) planned problem solving, impulse buying, and limited decision making.
D) internal problem solving, external problem solving, situational behavior.
E) responsive behavior, planned behavior, and impulsive decision making.
Q3) Limited decision making is used when purchasing frequently bought, low-cost items needing very little decision effort.
A)True B)False
Q4) Consumers' buying decisions are not affected by other people. A)True B)False
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9
Chapter 8: Business Markets and Buying Behavior
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189 Verified Questions
189 Flashcards
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Sample Questions
Q1) How do individual factors affect the business buying decision process?
Q2) Of the three types of business purchases, the straight rebuy purchase usually requires the most information.
A)True
B)False
Q3) Volkswagen purchases upholstery for the interiors of its vehicles from various suppliers. This upholstery must have a set of characteristics that is expressed by Volkswagen. This set is called
A) descriptions.
B) product features.
C) criterion.
D) purchase requests.
E) specifications.
Q4) In some cases, the types of services offered by a supplier may constitute a competitive advantage over suppliers of similar products.
A)True
B)False
Q5) What are the major advantages of the North American Industry Classification System (NAICS)?
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Chapter 9: Reaching Global Markets
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184 Verified Questions
184 Flashcards
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Sample Questions
Q1) While NAFTA eliminates many tariffs immediately, the tariffs on more sensitive goods, such as glassware, footwear, and some fruits and vegetables, were phased out over a 15-year period.
A)True
B)False
Q2) If a newly formed country wanted to increase its international trade and reduce worldwide tariffs, it would most likely try to become a part of
A) NAFTa.
B) WTO.
C) MERCOSUR.
D) APEC.
E) EU.
Q3) The World Trade Organization accomplishes all of the following except
A) educating companies about international trade rules.
B) lending money to businesses interested in developing international markets.
C) serving as a forum for trade negotiations.
D) helping settle trade disputes.
E) providing legal ground rules for international commerce.
Q4) In what ways can a nation restrict the flow of imported goods?
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Chapter 10: Digital Marketing and Social Networking
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175 Verified Questions
175 Flashcards
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Sample Questions
Q1) While social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media.
A)True
B)False
Q2) Connectivity is the use of digital networks to provide linkages between information providers and users.
A)True
B)False
Q3) Due to increasing consumer demand, many television networks are creating ____ of their shows.
A) podcasts
B) wikis
C) virtual realities
D) digital characters
E) imitations
Q4) Digital marketing uses all digital media to develop communication and exchanges with customers.
A)True
B)False
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Chapter 11: Product Concepts, Branding, and Packaging
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376 Verified Questions
376 Flashcards
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Sample Questions
Q1) The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.
A)True
B)False
Q2) A product need not be a physical product.
A)True
B)False
Q3) You developed a new smartphone cover that you have been selling at flea markets around your hometown. You have been pleasantly surprised at how successful the covers have been so far. However, you are becoming increasingly concerned that some copycat vendors have begun selling similar products that have names that are very close to your products' name. What should you do?
A) Incorporate your product's name.
B) File the necessary papers to establish your legal right to your brand mark.
C) File the necessary papers to establish your legal right to your brand.
D) File the necessary papers to establish your legal right to your trademark.
E) Increase your brand recognition by doing more marketing.
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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184 Verified Questions
184 Flashcards
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Sample Questions
Q1) Styling involves the specific design characteristics that allow a product to perform certain tasks.
A)True
B)False
Q2) Compared with other phases of the new-product development process, the largest number of new-product ideas is rejected during the ____ phase.
A) idea generation
B) concept testing
C) business analysis
D) screening
E) test marketing
Q3) The phase-out approach to product deletion exploits any strengths left in the product.
A)True
B)False
Q4) Compare and contrast a product manager and a brand manager.
Q5) Describe product positioning. List and explain the bases for positioning.
Q6) What is concept testing, and why is it important?
Q7) Compare and contrast line extensions and product modifications.
Page 14
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Chapter 13: Services Marketing
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206 Verified Questions
206 Flashcards
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Sample Questions
Q1) As the owner of a services business, you are constantly challenged to maintain consistent quality in your services. This heterogeneity is both a challenge and an opportunity. The opportunity arises because __________________.
A) it allows you to standardize your services
B) it allows you to customize your services to match the specific needs of individual customers
C) it allows you to be more selective in choosing your customers
D) it allows you to deliver your services for less cost
E) it leads to more satisfied customers
Q2) Goods can be defined in terms of their physical attributes, but services cannot because they are intangible.
A)True
B)False
Q3) Explain the role of "promises" and "trust" in the successful marketing of a service.
Q4) Service quality guarantees are examples of customer services.
A)True B)False
Q5) How does the promotion of services differ from the promotion of goods?
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Chapter 14: Marketing Channels and Supply Chain Management
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277 Verified Questions
277 Flashcards
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Sample Questions
Q1) On-time deliveries may give a firm a competitive edge.
A)True
B)False
Q2) Josh is a vice-president for 20th Century Fox, a movie production company. He has the responsibility for managing the firm's marketing channels and its relationships with its marketing intermediaries. As a manager of its marketing intermediaries, part of Josh's role is to
A) link movie wholesalers to other wholesalers.
B) link film producers to other middlemen.
C) always oversee the sale of movies to retailers.
D) maintain quality of the movie product.
E) engage in short-term commitments to the least expensive channel member.
Q3) Goodyear allows companies like Sears and Discount Tire to distribute and discount its tires. This action significantly increases the possibility of channel ____ with independent Goodyear dealers.
A) understanding
B) power
C) leadership
D) communication
E) conflict
Page 16
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Chapter 15: Retailing, Direct Marketing and Wholesaling
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257 Verified Questions
257 Flashcards
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Sample Questions
Q1) Distribution of all goods requires wholesaling activities, whether or not a wholesaling institution is involved.
A)True
B)False
Q2) Commission merchants tend to have relatively broad powers concerning prices and terms of sales.
A)True
B)False
Q3) A franchise is an arrangement in which a supplier grants dealers the right to sell products in exchange for some type of consideration.
A)True
B)False
Q4) Agents and brokers that facilitate and negotiate purchases but do not actually take title to products are also known as
A) functional wholesalers.
B) commission wholesalers.
C) hands-off intermediaries.
D) contract negotiators.
E) functional middlemen.
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Chapter 16: Integrated Marketing Communications
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235 Verified Questions
235 Flashcards
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Sample Questions
Q1) An organization's promotion mix is viewed as an unchanging part of the marketing mix.
A)True
B)False
Q2) If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?
A) People are more likely to believe a human being than a print ad.
B) TV and radio ads are not feasible for smaller companies.
C) It can achieve more sales through business customers than through individual consumers.
D) It is easier to measure a salesperson's effects on sales than advertising's effects on sales.
E) The firm is charging a higher price to cover the expensive salaries of its salespeople.
Q3) Marketers usually decrease expenditures in advertising for products in the decline stage.
A)True
B)False
Q4) In what ways can promotion be used to reduce sales fluctuations?
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Chapter 17: Advertising and Public Relations
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216 Verified Questions
216 Flashcards
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Sample Questions
Q1) During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)____ media schedule.
A) flighting
B) continuous
C) pulsing
D) alternating
E) multimedia
Q2) Native advertising uses a platform outside of its own media.
A)True
B)False
Q3) A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)
A) advertising plan.
B) media plan.
C) advertising message.
D) advertising appropriation.
E) media platform.
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Page 19
Chapter 18: Personal Selling and Sales Promotion
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217 Verified Questions
217 Flashcards
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Sample Questions
Q1) Sales promotion activities are generally used in conjunction with other promotional efforts.
A)True
B)False
Q2) At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a A) consumer prize.
B) rebate.
C) premium.
D) free sample.
E) free merchandise.
Q3) Tara is beginning her week as a sales representative for Logitech Technology. She decides to start the day by developing a list of potential customers, which is called A) preapproaching.
B) surveying.
C) scouting.
D) prospecting.
E) screening.
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Chapter 19: Pricing Concepts
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212 Flashcards
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Sample Questions
Q1) Which of the following statements is true about customers' interpretation and response to price?
A) An internal reference price is a comparison price provided by others such as friends and relatives.
B) An external reference price is a price developed in the buyer's mind through experience with the product.
C) Prestige-sensitive customers are concerned about both the price and quality aspects of a product.
D) At times, customers interpret a higher price as higher product quality.
E) Customers do not consider the resources required to maintain a product after purchase.
Q2) A deduction from list price for purchasing large quantities aggregated over a stated period of time is a
A) noncumulative quantity discount.
B) additive cash discount.
C) cumulative quantity discount.
D) cumulative discount allowance.
E) additive quantity reduction.
Q3) What are the implications of a downward-sloping demand curve?
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Page 21
Chapter 20: Setting Prices
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192 Verified Questions
192 Flashcards
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Sample Questions
Q1) Which type of pricing objective can reduce a firm's risk by helping to stabilize demand for its products?
A) Status quo
B) Market share
C) Survival
D) Cash flow
E) Return on investment
Q2) Which of the following bases for pricing is most commonly used by retailers?
A) Negotiated pricing
B) Markup pricing
C) Demand-based pricing
D) Cost-plus pricing
E) Differential pricing
Q3) It is usually easy to obtain an accurate price list for a competitor's products.
A)True
B)False
Q4) Some stores employ comparison shoppers to learn what prices their competitors are charging.
A)True
B)False
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