Marketing Strategy
Test Questions
Course Introduction
Marketing Strategy explores the core principles and frameworks used to develop, implement, and evaluate marketing plans that align with organizational goals. This course examines tools for analyzing market environments, customer behavior, and competitive landscapes to identify opportunities and threats. Students learn to craft and position value propositions, segment and target markets, and select effective marketing mix elements (product, price, place, promotion). Through case studies and real-world applications, the course equips learners with the skills to make strategic decisions that drive sustainable competitive advantage in dynamic markets.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
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23 Chapters
2562 Verified Questions
2562 Flashcards
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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Sample Questions
Q1) A key feature of IMC is that the process should _____.
A) use an "inside-out" approach
B) be restricted to only one or a select number of communication media
C) use the same media to reach all target audiences to improve efficiency
D) start with the customer or prospect and then work back to the brand communicator in determining the most appropriate messages and media
E) utilize the same communication media over time
Answer: D
Q2) The integrated marketing communication process starts by determining the strengths and weaknesses of the marketer.
A)True
B)False
Answer: False
Q3) A brand has no equity if consumers are unfamiliar with it.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Enhancing Brand Equity and Accountability
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Marketing-mix modeling employs multivariate regression analysis to estimate the effects that the various advertising and promotion elements have in driving sales volume.
A)True
B)False Answer: True
Q2) The concept of brand equity is considered only from the perspective of the customer.
A)True
B)False Answer: False
Q3) Research has identified ten personality dimensions that describe most brands.
A)True
B)False Answer: False
Q4) To employ marketing-mix modeling,a relatively long series of longitudinal data (i.e.,two-year period)is required.
A)True
B)False Answer: True
Page 4
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Chapter 3: Brand Adoption, Brand Naming, and Intellectual
Property Issues
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98 Flashcards
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Sample Questions
Q1) Huge investments and concerted efforts to introduce new products and services almost always guarantee success.
A)True
B)False
Answer: False
Q2) Though not shown in the Brand Adoption Process Model,_____ (a form of free advertising)also plays a significant role in facilitating brand awareness.
A) public relations
B) sales promotion
C) personal selling
D) word-of-mouth
E) on-line advertising
Answer: D
Q3) Trialability is the degree to which the product user or other people can observe the possible effects of new product usage.
A)True
B)False
Answer: False
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Chapter 4: Environmental, Regulatory, and Ethical Issues
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103 Flashcards
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Sample Questions
Q1) Clarence notices the Blue Angel seal on a box of laundry detergent.The Blue Angel seal _____.
A) means the product is made in the United States
B) means the product is endorsed by the Chamber of Commerce
C) represents a promise to consumers that a product carrying an environmental claim is in fact legitimate
D) is a sign of approval from the NAD
E) represents a promise that the company is an equal opportunity employer
Q2) The FDA regulates the brewing and liquor industries.
A)True
B)False
Q3) One of the FTC's guidelines for environmental marketing claims states that "claims should not overstate an environmental attribute or benefit,either expressly or by implication."
A)True
B)False
Q4) The FTC is responsible for regulating information on the packages of food and drug products.
A)True
B)False
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Chapter 5: Segmentation, Targeting, and Positioning
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145 Flashcards
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Sample Questions
Q1) The median age of Americans has been decreasing in the past three decades.
A)True
B)False
Q2) There are now fewer young adults than was the case in prior generations.
A)True
B)False
Q3) In the U.S.,middle-agers (ages 35 to 54)have _____ in recent years.
A) stayed the same in number
B) decreased in number
C) increased in number
D) become less affluent
E) become more affluent
Q4) Which is the largest minority group in the United States?
A) African Americans
B) Asian Americans
C) Jews
D) Hispanics
E) Muslim Americans
Q5) Explain the concept of geodemographic targeting and how it is being used in today's marketplace.
7
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Chapter 6: The Communication Process and Consumer Behavior
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Sample Questions
Q1) The two main stages of perceptual encoding are feature analysis and delayed synthesis.
A)True
B)False
Q2) According to the CPM,consumer behavior is seen as _____.
A) rational
B) highly cognitive
C) systematic
D) reasoned
E) All of these are correct.
Q3) A sign relation is established in marketing communications when _____.
A) a brand and a referent belong to the same cultural context
B) a brand is characterized with a logo
C) a brand is personified
D) a metaphor is used
E) a simile is used
Q4) The sender and receiver do not both have to be active participants in the same communicative relationship in order for thought to be shared.
A)True
B)False
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Chapter 7: The Role of Persuasion in Integrated Marketing Communications
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Sample Questions
Q1) A clothing salesperson is using the _____ tool of influence when she tells a customer that there are only a few scarves left and they are selling fast.
A) liking
B) scarcity
C) commitment and consistency
D) social proof
E) reciprocation
Q2) A salesperson is hired because he is the same age as most of the shoppers and is considered handsome.What tool of influence is being used?
A) reciprocation
B) commitment and consistency
C) social proof
D) scarcity
E) liking
Q3) Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing.
A)True
B)False
Q4) Explain why physical attractiveness and similarity are important.
Page 9
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Chapter 8: Objective Setting and Budgeting
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Sample Questions
Q1) _____ are goals that the various marcom elements aspire to individually or collectively achieve during a scope of time such as a business quarter or fiscal year.
A) Marketing objectives
B) Communication objectives
C) Sales objectives
D) Marcom objectives
E) Market share objectives
Q2) The highest percentage of sales devoted to advertising is for the _____ industry.
A) watches and clocks
B) food products
C) miscellaneous publishing
D) agricultural chemicals
E) cleaners and polish preparations
Q3) Explain the criteria that good marcom objectives must satisfy.
Q4) Explain the hierarchy-of-effects metaphor,and discuss why it is important for marketing communicators to understand it.
Q5) Name and describe the four practical budgeting methods.
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Chapter 9: Overview of Advertising Management
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Sample Questions
Q1) Addilson is responsible for developing the overall media strategy for his agency's clients.Addilson is a(n)____.
A) media planner
B) media buyer
C) creative director
D) account executive
E) account planner
Q2) Customers are known to be more responsive to retailers' price deals when retailers
_____.
A) use rebate offers
B) advertise those deals
C) offer coupons
D) provide additional incentives
E) include in-package premiums
Q3) The most common advertising agency compensation method today is a labor-based fee system.
A)True
B)False
Q4) List and describe the five functions of advertising.
Q5) Describe the advertising management process from the advertiser's perspective.
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) Values represent those short-term beliefs people hold regarding what is important in life.
A)True
B)False
Q2) A creative brief is a document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client.
A)True
B)False
Q3) The _____ creative style is employed when an advertiser makes no attempt to differentiate its brand from competitive offerings nor to claim superiority.
A) preemptive
B) positioning
C) resonance
D) emotional
E) generic
Q4) Attributes are what consumers hope to receive or avoid when consuming products. A)True
B)False
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Page 12
Chapter 11: Endorsers and Message Appeals in Advertising
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Which of the following is true regarding the value the investment community places on celebrity endorsers?
A) Stock prices can increase when a company announces celebrity-endorsement contracts.
B) Stock prices can decrease when negative publicity reaches the media about a celebrity who endorses one of the company's brands
C) The investment community does not consider the use of a celebrity endorser when determining stock price.
D) a and b only
E) a, b, and c
Q2) Appeals to guilt are ineffective if advertisements containing guilt appeals _____.
A) lack credibility
B) are perceived as having manipulative intentions
C) are based on emotion
D) a and b only
E) a, b, and c
Q3) Under what conditions should comparative advertising be used?
Q4) Explain why consumers need not fear the effects of subliminal advertising.
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Chapter 12: Traditional Advertising Media
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102 Flashcards
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Sample Questions
Q1) Experian Simmons and GfK Mediamark Research,Inc.produce annual reports of product and brand usage data and detailed media information.
A)True
B)False
Q2) The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the U.S.)is known as ____ in television.
A) network time
B) nighttime
C) early fringe
D) prime access
E) prime time
Q3) A magazine's media kit provides demographic and lifestyle profiles of that magazine's readership.
A)True
B)False
Q4) There are eight column widths in newspapers.
A)True
B)False
Q5) Discuss the strengths and limitations of television advertising.
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Chapter 13: Online and Mobile Advertising
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Sample Questions
Q1) Electronic files,called brownies,can track users' online behavior.
A)True
B)False
Q2) Carla was on a web site to see what the weather was going to be during her vacation to Orlando.She noticed there were small,static ads placed for hotels,restaurants,and rental cars in the weather site she was consulting.Which type of ads are these?
A) pop-ups
B) banner ads
C) interstitial ads
D) superstitial ads
E) blogs
Q3) Opt-in e-mailing is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics.
A)True
B)False
Q4) Unsolicited e-mail messages are referred to as spam.
A)True
B)False
Q5) Compare and contrast the concepts of individualization and interactivity.
Page 15
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Chapter 14: Social Media
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Sample Questions
Q1) Facebook offers a roadblock ad option which takes over a user's newsfeed to illustrate a full-screen video ad.
A)True
B)False
Q2) Newspapers are a form of online media.
A)True
B)False
Q3) Which of the following is a type of collaboration social site?
A) visual collaboration
B) aggregators
C) livecasting
D) social networking
E) music
Q4) Pinterest broke the record of being the fastest site to ever reach 10 million unique users.
A)True
B)False
Q5) Virtual worlds represent one area of profitability for Facebook.
A)True
B)False
Page 16
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Chapter 15: Direct Marketing and Other Media
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Sample Questions
Q1) Yellow pages,video games,and brand placement are examples of _____.
A) direct advertising
B) indirect advertising
C) niche advertising
D) electronic advertising
E) stealth advertising
Q2) From a database perspective,each present or prospective customer is viewed as not just an address but rather as a long-term asset.
A)True
B)False
Q3) The R in a company's R-F-M formula stands for referral rate.
A)True
B)False
Q4) On a cost per thousand basis,direct mail is less expensive than other media.
A)True
B)False
Q5) Older consumers appear to be the most responsive to brand placement in movies.
A)True
B)False
Q6) Explain why data mining is an important activity for marketers.
Page 17
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Chapter 16: Advertising Media: Planning and Analysis
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Sample Questions
Q1) Renee is selecting the target audience,specifying media objectives,selecting media categories and vehicles so that media buyers can then purchase media for her agency's client.Renee is developing the _____.
A) advertising strategy
B) marketing strategy
C) media strategy
D) message strategy
E) tactical strategy
Q2) A(n)_____ represents the percentage of audience members who are exposed f times (where f = 0,1,2,3,4,...)to a specific media vehicle.
A) efficiency index
B) frequency distribution
C) 1+ exposure
D) reach distribution
E) continuity schedule
Q3) CPM is a measure of a media vehicle's effectiveness.
A)True
B)False
Q4) List the steps in the media strategy process,and briefly describe the first two.
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Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) At which stage of development can ad message research be conducted?
A) at the copy development stage
B) at the "rough" stage (e.g., animatics, photomatics)
C) at the final production stage, but prior to placing the ad in the media
D) after the ad has been run in media
E) All of these are correct.
Q2) Single-source data consists of (1)household demographic information,(2)household purchase behavior,(3)household exposure to (or,more technically,the opportunity to see)new television commercials that are tested under real-world test conditions.
A)True
B)False
Q3) The "Read Most" classification of the Gfk MRI's Starch Ad Readership Studies is the percentage of people interviewed who read 80 percent or more of the written material in the advertisement.
A)True
B)False
Q4) List the nine PACT principles.
Q5) List and describe the four major conclusions that have been derived from research about television advertising.
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) Slotting allowances could be considered a form of bribery because the retailer demands an up-front fee in order for the manufacturer to receive space for a new brand.
A)True
B)False
Q2) Research has shown that consumers seem to increase their consumption rate of stockpiled products when the product is convenient to consume compared with when it requires preparation.
A)True
B)False
Q3) Trade promotions are most effective when _____.
A) they are used during off-peak seasons
B) they generate immediate sales
C) viewed from a long term perspective
D) they maximize the retailer's efforts and cost
E) they are constant throughout the year
Q4) Most retailers acknowledge that they have engaged in the practice of diverting.
A)True
B)False
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Q5) Explain forward buying and diverting.Who benefits or loses from these practices?
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) Promotions are capable of accomplishing more than a single objective.
A)True
B)False
Q2) Agents of coupon-issuing manufacturers are known as _____.
A) clearinghouses
B) redemption centers
C) the Coupon Information Center (CIC)
D) interchanges
E) interceptors
Q3) The major source of coupon misredemption is large-scale professional misredeemers.
A)True
B)False
Q4) Which of the following is a step in calculating the ROI for a sampling investment?
A) define the objectives
B) review the category
C) calculate the profit per unit
D) calculate the price elasticity
E) calculate the volume necessary to breakeven
21
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Sample Questions
Q1) Bonus packs are sometimes used as an alternative to price-off deals.
A)True
B)False
Q2) Mail-in offer premiums can be used to encourage repeat-purchase behavior.
A)True
B)False
Q3) Premiums are articles of merchandise or services offered by manufacturers to induce action on the part of the sales force,trade representatives,or consumers.
A)True
B)False
Q4) Which of the following questions should a manager ask when evaluating a new promotion idea?
A) Is the promotion presented clearly so that the intended market will notice, comprehend, and respond positively to it?
B) Is the idea a good one?
C) Is the idea unique, or is the competition doing something similar?
D) Will the promotion idea appeal to the target market?
E) All of these are correct.
Q5) Compare and contrast price-off promotions and bonus packs.
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Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
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Sample Questions
Q1) What is the most frequently used measure to assess sponsorship effectiveness?
A) Awareness of the event
B) Sales following the event
C) Number of samples/coupons distributed
D) Headcount of how many people attended an event
E) The number of hits to the brand's website following the event
Q2) Brands may not benefit from CRM efforts if their support is perceived as having an ulterior motive rather than authentic concern about the sponsored cause.
A)True
B)False
Q3) Rob is an outstanding skier who is often called upon by other consumers for advice about water skis.For this product category,Rob apparently is considered a(n)_____.
A) laggard
B) opinion leader
C) innovator
D) endorser
E) maven
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Page 23
Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
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Sample Questions
Q1) The majority of purchases in supermarkets are unplanned purchases.
A)True
B)False
Q2) One factor that has limited the growth of digital billboards is that _____.
A) the technology has not been perfected
B) consumers do not respond well to them
C) they require constant adjustment
D) only very short messages can be used
E) they are expensive to install
Q3) Name and describe the four categories of POP materials.
Q4) Poster-advertising space has historically been sold in terms of _____,which represent the percentage of the population that is theoretically exposed to an advertiser's billboard message.
A) cost per thousands
B) ratings
C) shares
D) showings
E) opportunities
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Q5) Name and describe the two general categories of on-premise signage,and list the functions of on-premise signs.
Chapter 23: Personal Selling
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Sample Questions
Q1) Explain five of the selling activities which may be managed by a salesperson.
Q2) Discuss the advantages of pursuing a career in sales.
Q3) Personal selling is one-way communication,as are the other promotional tools.
A)True
B)False
Q4) Trade selling requires limited prospecting with an emphasis placed on servicing accounts.
A)True
B)False
Q5) Which step in personal selling refers to identifying potential buyers who have the need,willingness,ability,and authority to buy?
A) preapproach
B) follow up
C) approach
D) sales presentation
E) prospecting and qualifying
Q6) Japanese buyers are known for their tendency to be risk-averse.
A)True
B)False
Q7) Describe the differences between antiquated selling and modern selling.
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