Marketing Strategy
Test Preparation
Course Introduction
Marketing Strategy explores the principles and practices involved in developing, implementing, and managing effective marketing plans to achieve organizational goals. The course examines market analysis, segmentation, targeting, positioning, and the integration of the marketing mix (product, price, place, and promotion) to create sustainable competitive advantage. Students will analyze real-world case studies and engage in strategic decision-making exercises to understand how firms navigate dynamic markets, adapt to consumer needs, and respond to competitors. Emphasis is placed on the development of analytical skills and creative thinking required for successful marketing leadership in a rapidly changing business environment.
Recommended Textbook
Marketing 4th Canadian Edition by Dhruv Grewal
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18 Chapters 2312 Verified Questions 2312 Flashcards
Source URL: https://quizplus.com/study-set/2046 Page 2
Chapter 1: Overview of Marketing
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130 Verified Questions
130 Flashcards
Source URL: https://quizplus.com/quiz/40725
Sample Questions
Q1) The controllable set of activities that a firm uses to respond to the wants of its target markets is referred to as:
A)a supply chain.
B)the marketing mix.
C)value cocreation.
D)the marketing plan.
E)relational orientation.
Answer: B
Q2) The vegetable farm that potatoes to Kiwito is a:
A)consumer.
B)distributor.
C)supplier.
D)manufacturer.
E)buyer.
Answer: C
Q3) Marketers find it practical to sell their products and services to everyone.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/40724
Sample Questions
Q1) Operational excellence is achieved mostly by producing high-quality products.
A)True
B)False
Answer: False
Q2) Promotion is associated with value creation.
A)True
B)False
Answer: False
Q3) Which of the following Ps of marketing is associated with the delivery of value to customers?
A)Process
B)Place
C)Price
D)Promotion
E)Product
Answer: B
Q4) List a few financial performance metrics that an organization commonly uses. Answer: Some commonly used metrics to assess performance include revenues, or sales, and profits.A firm can determine why it achieved or did not achieve its performance goals using this metrics.
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Chapter 3: Analyzing the Marketing Environment
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129 Verified Questions
129 Flashcards
Source URL: https://quizplus.com/quiz/40723
Sample Questions
Q1) Amir owns a fine Steak House Restaurant in north of Toronto with the average meal of $65 per person.What would be the two most influential macroenvironmental factors that Amir has to monitor for his business?
A)Corporate partners and political environment
B)Economic situation and competition
C)Culture and Legal environment
D)Economic situation and social trends
E)Customers and corporate partners
Answer: D
Q2) Bruce is a part-time janitor.Maria washes dishes in a restaurant.They have a combined income of $30,000.They are barely able to make ends meet because they have three small children.Which of the following categories do they belong to?
A)Underclass consumers
B)Upper-class consumers
C)Working-class consumers
D)Middle-class consumers
E)Upper-middle-class consumers
Answer: C
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Chapter 4: Consumer Behaviour
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127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/40722
Sample Questions
Q1) Joe likes BlackBerry brand and still buys BlackBerry phones.He sometimes have to argue with his friends and explain why he buys BlackBerry phones.Which components of Joe's attitude are reflected here?
A)The affective and cognitive components
B)The cognitive and behavioural components
C)The physiological and behavioural components
D)The affective and behavioural components
E)The deductive and affective components
Q2) Alexandra is so scared of spiders that she screams loudly every time she sees one.The act of screaming aloud is an example of:
A)the affective component of attitude.
B)the cognitive component of attitude.
C)the behavioural component of attitude.
D)the intangible component of attitude.
E)the emotional component of attitude.
Q3) Performance risk involves the perceived danger inherent in a poorly performing product or service.
A)True
B)False
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Page 6
Chapter 5: Business-To-Business Marketing
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126 Verified Questions
126 Flashcards
Source URL: https://quizplus.com/quiz/40721
Sample Questions
Q1) After posting a request for proposal (RFP)for telecommunication equipment, the Department of National Defence received six proposals from qualified vendors.With reference to the B2B buying process, in the next step, the Department of National Defence will most likely:
A)recognize proposal obstacles that the firm must comply with.
B)revise need recognition through external sources.
C)invite alternative suppliers to bid on supplying what is requested.
D)proceed to vendor performance assessment.
E)evaluate the proposals and likely narrow the choice to a few suppliers.
Q2) A typical marketing channel consists of manufacturers, wholesalers, and retailers.In a typical marketing channel what type(s)of transaction occurs?
A)B2B transactions
B)B2C transactions
C)C2C transactions
D)B2B and B2C transactions
E)B2C and C2C transactions
Q3) John is an initiator, Harry is an influencer, Mary is the buyer, Cecilia is the decider, Sara is a user, and Smith is the gatekeeper.Describe their buying roles in a typical buying centre.
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Page 7
Chapter 6: Segmentation, Targeting, and Positioning
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129 Verified Questions
129 Flashcards
Source URL: https://quizplus.com/quiz/40720
Sample Questions
Q1) A graph shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.The graph would be called a:
A)brand map.
B)positioning map.
C)perceptual map.
D)marketing map.
E)conceptual map.
Q2) Which of the following strategies refers to the marketing strategy a firm can use if the product or service it provides is perceived to provide the same benefits to everyone and there is no need to develop separate strategies for different groups?
A)Distinguished targeting strategy
B)Behavioural targeting strategy
C)Perceptual mapping strategy
D)Undifferentiated targeting strategy
E)Ideal point strategy
Q3) Explain the concept of PSYTE cluster profiles.How can marketer use PSYTE cluster profile? Provide an example.
Q4) Explain psychographic segmentation.
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Chapter 7: Marketing Research
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130 Verified Questions
130 Flashcards
Source URL: https://quizplus.com/quiz/40719
Sample Questions
Q1) Which of the following is a major advantage of primary research?
A)It is cost effective.
B)It is readily available.
C)It hardly requires sophisticated training and experience to design the research.
D)It usually can be tailored to fit research questions.
E)It saves time in collecting data.
Q2) Which of the following data collection methods helps firms to gather the most up-to-date news about itself, its products and services, and its competitors?
A)In-depth interviews
B)Ethnography
C)Social media
D)Projective technique
E)Focus groups
Q3) Reliability is the extent to which a study measures what it is supposed to measure.
A)True
B)False
Q4) What are the advantages of primary research?
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Chapter 8: Developing New Products
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40718
Sample Questions
Q1) The group of buyers that enters a new product market when a product has achieved its full market potential are referred to as:
A)early adopters.
B)innovators.
C)laggards.
D)late majority.
E)early majority.
Q2) Which of the following is a stage in the product life cycle that is characterized by an increase in sales, rapid increase in profits, and few but increasing number of competitors?
A)The growth stage
B)The introduction stage
C)The maturity stage
D)The levelling stage
E)The decline stage
Q3) Why are innovators considered crucial to the success of a new product or service?
Q4) What advantages do pioneers have in a market?
Q5) Explain the 4 stages of the product life cycle and provide one example for each stage.
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Chapter 9: Product, Branding, and Packaging Decisions
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40717
Sample Questions
Q1) The term for the smallest unit available for inventory control is a(n):
A)inventory unit.
B)stock up unit.
C)product control unit.
D)stock keeping unit.
E)marginal unit.
Q2) Stock keeping units (SKUs)are added or deleted in existing categories to stimulate sales or react to consumer demand.
A)True
B)False
Q3) Which of the following brands are developed and marketed by a retailer and available only from that retailer?
A)National brands
B)Generic brands
C)Store brands
D)Home brands
E)Public brands
Q4) Explain the advantages of using the same brand name for new products.
Q5) Explain the purpose of labels.
Q6) Explain how brand-loyal customers are an important source of value for firms.
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Chapter 10: Services: The Intangible Product
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129 Verified Questions
129 Flashcards
Source URL: https://quizplus.com/quiz/40716
Sample Questions
Q1) The hotel scored high on the responsiveness dimension, indicating that the customers are happy with the:
A)compliance and prompt service of the employees.
B)individual attention provided to them by the employees.
C)interiors of the restaurant and how the food tastes.
D)knowledge of employees regarding services.
E)accuracy of the service provided by the employees.
Q2) Martin works at the customer support division of an electronics company.He gets disheartened whenever he is abused by a customer who is unhappy with his service or response.Martin's manager understands his situation and supports him in his attempt to satisfy such customers.Which of the following methods is the manager using to help in reducing the delivery gap?
A)Using technology
B)Providing support
C)Achieving service goals through training
D)Understanding customer expectations through research
E)Committing to service quality
Q3) Universities and colleges are offering service to students.Explain the four characteristics of services for your university/college.
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Page 12
Chapter 11: Pricing Concepts and Strategies: Establishing Value
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128 Verified Questions
128 Flashcards
Source URL: https://quizplus.com/quiz/40715
Sample Questions
Q1) Target profit pricing is designed to produce a specific return on investment, usually expressed as a percentage of sales.
A)True
B)False
Q2) Which of the following approaches attempts to reflect how a firm wants consumers to interpret its products relative to the offerings of rival companies?
A)Cost-based pricing method
B)Value-based pricing method
C)Competitor-based pricing method
D)Supply-based pricing method
E)Demand-based pricing method
Q3) A prominent fast-food chain sets a very low price for its burgers with the intent of driving its competition out of business.This is an example of:
A)predatory pricing.
B)vertical price fixing.
C)horizontal price fixing.
D)price discrimination.
E)bait and switch.
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Chapter 12: Distribution Channels
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131 Verified Questions
131 Flashcards
Source URL: https://quizplus.com/quiz/40714
Sample Questions
Q1) Novelty Stores is a small firm that sells its products directly to consumers.The company stores many brands of consumer goods and other low-value items.Novelty Stores is a(n):
A)organizer.
B)retailer.
C)producer.
D)supplier.
E)wholesaler.
Q2) Which of the following is a type of distribution centre to which vendors ship merchandise prepackaged in the quantity required for each store?
A)Traditional
B)Combinations
C)Cross-docking
D)Vertical
E)Corporate
Q3) Explain the three functions performed by intermediaries in a distribution channel.Provide examples to support your answer.
Q4) Briefly explain indirect distribution and provide an example of a company that uses it.
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Chapter 13: Retailing and Omni-Channel Marketing
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40713
Sample Questions
Q1) George wants to buy a new music player and looks at the various options available to him before deciding on a particular model.He also wants to check if that model is available before visiting the store.Which of the following retail channels is best suited for this purpose?
A)Kiosks
B)Stores
C)Catalogues
D)Trade literature
E)The Internet
Q2) The Small Store is a retail chain with small stores that offer a limited variety of products at lower prices.It targets customers in rural and lower-income urban areas.The Small Store is an example of a(n):
A)specialty store.
B)extreme value retailer.
C)hypermarket.
D)warehouse club.
E)supercentre.
Q3) Explain briefly how the retail landscape has metamorphized into a value-driven world.
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Page 15
Chapter 14: Integrated Marketing Communications
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133 Verified Questions
133 Flashcards
Source URL: https://quizplus.com/quiz/40712
Sample Questions
Q1) The process of converting a sender's ideas into a message, which could be verbal, visual, or both is called:
A)noise.
B)encoding.
C)decoding.
D)a communication channel.
E)a feedback loop.
Q2) You are the marketing manager of a company that deals in hockey equipment.The company has launched a new series of hockey sticks in the market.It has also asked a few national-level hockey players to endorse the product.The endorsement would be aired on national television in the form of an ad.How would you assess the effectiveness of the advertising campaign?
Q3) Which of the following refers to a targeted form of communication distributed to a prospective customer's mailbox or inbox?
A)Cause-related marketing
B)Direct mail
C)DRTV
D)Kiosks
E)Personal selling
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Page 16
Chapter 15: Advertising, Sales Promotions, and Personal Selling
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128 Verified Questions
128 Flashcards
Source URL: https://quizplus.com/quiz/40711
Sample Questions
Q1) Manikola Inc.is a beverage company.It uses humour in most of its advertisements in order to appeal its customers.One of these funny advertisements showed that an elderly person lives for 250 years after consuming a health drink manufactured by Manikola Inc.This is an example of:
A)puffery.
B)fraud.
C)cannibalization.
D)deception.
E)benchmarking.
Q2) Top-of-mind awareness occurs when consumers recognize a brand when its name is presented to them.
A)True
B)False
Q3) A company named DFS Inc.starts a marketing campaign to get people to try its innovative stain remover, but only 50 percent of the product trials result in actual sales.This is an example of the lagged effect.
A)True
B)False
Q4) Explain trade channel sales promotions.
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Chapter 16: Social and Mobile Marketing
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122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/40710
Sample Questions
Q1) Analyzing click path would help a firm make:
A)changes that would increase the ROI of the website.
B)an inference about the popularity of the website.
C)the website content more exciting.
D)navigation experience through a site easier.
E)an assessment about the frequent entry and exit locations on the site.
Q2) Many customers download Google Calendar application on their mobile to plan their daily activities.This application will satisfy which need of customers?
A)Need to accomplish
B)Need to shop
C)Need to discover
D)Need to prepare
E)Need to self-express
Q3) Being active on social media implies that the individual is influential.
A)True
B)False
Q4) Describe the metrics used to measure individual social media effectiveness.
Q5) How does mobile media influence the market?
Q6) Explain the features of professional blogs.
Q7) Discuss the role of LinkedIn as a marketing platform.
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Chapter 17: Global Marketing
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40709
Sample Questions
Q1) Which of the following is a measure of how much one currency is worth in relation to another?
A)HDI
B)Exchange rate
C)Tariff
D)Exchange control
E)Quota
Q2) Canada is a member of:
A)the European Union.
B)the North American Free Trade Agreement.
C)the Central America Free Trade Agreement.
D)the Association of Southeast Asian Nations.
E)Mercosur.
Q3) Canada restricts its allies from trading with Libya.This type of restriction imposed by the government is known as a(n):
A)tariff.
B)quota.
C)duty.
D)embargo.
E)exchange control.
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Chapter 18: Ethics and Socially Responsible Marketing
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125 Verified Questions
125 Flashcards
Source URL: https://quizplus.com/quiz/40708
Sample Questions
Q1) When the manager weighs the cost of recalling the phones against the cost of potential lawsuits, he is:
A)being innately corrupt.
B)taking voluntary actions to address the ethical, social, and environmental impacts of its business operations.
C)choosing between conflicting outcomes.
D)passing competitor advantage to a competing firm.
E)proving he barely understands the consequences of unethical actions.
Q2) Using profit as the sole guideline for corporate action is the primary purpose of a business.
A)True
B)False
Q3) The set of values within a marketing firm or in the marketing division of any firm that guides decision making and behaviour is referred to as:
A)corporate social responsibility.
B)accuracy of representation.
C)ethical climate.
D)explicit rules.
E)legal provision.
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Page 20