Strategic Marketing
Chapter Exam Questions
Course Introduction
Strategic Marketing explores the development and implementation of marketing strategies that drive organizational success in competitive environments. The course examines market analysis, segmentation, targeting, positioning, and the creation of value propositions, emphasizing how these elements align with overarching business objectives. Students will analyze real-world cases, assess marketing opportunities, and design strategies that integrate product, price, place, and promotion decisions. The course also addresses the challenges of adapting to changing customer behaviors, technological advancements, and global market dynamics, equipping students with the skills to make informed and impactful marketing decisions.
Recommended Textbook
Essentials of Marketing A Marketing Strategy Planning Approach 14th Edition by Perreault
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Chapter 1: Marketings Value to Consumers, Firms, and Society
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Sample Questions
Q1) Of the following headlines from the WALL STREET JOURNAL, which is most likely to be about a MACRO-marketing topic?
A) "Tupperware Has a New Strategy."
B) "Thailand Has Unusually Large Number of Wholesalers."
C) "Military Supplier Shifts to Selling Gas Masks to Private Citizens."
D) "Coke Plans Beverage Line to Compete with Lipton's."
E) "Dow Chemical Adds Shipping Safeguards."
Answer: B
Q2) The micro-macro dilemma occurs when a firm focuses its efforts on satisfying some consumers to achieve its objectives, possibly causing negative societal outcomes.
A)True
B)False
Answer: True
Q3) The text credits L.L. Bean's marketing success to its great location.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Marketing Strategy Planning
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Sample Questions
Q1) Which of the following is NOT a reason the marketing program should build customer equity?
A) Marketing strategies do not contribute to customer equity.
B) Expected profits depend on customer equity.
C) Firms expect financial returns.
D) Profit growth comes from customers.
E) Customers are the source of revenue.
Answer: A
Q2) Avon, which in the past relied on door-to-door personal selling, is trying to reach new customers by distributing mail-order catalogs, adding toll-free telephone ordering, and opening online retail sites. Avon is pursuing a ______________ opportunity.
A) market development
B) market penetration
C) target marketing
D) product development
E) mass marketing
Answer: A
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Page 4
Chapter 3: Evaluating Opportunities in the Changing Market Environment
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Sample Questions
Q1) The Sherman Act and the Clayton Act:
A) were intended to protect small producers.
B) were aimed at efforts to restrain trade or lessen competition.
C) were passed before the Depression of the 1930s.
D) All of these are correct.
Answer: D
Q2) Gross national income (GNI):
A) is the total market value of goods, but not services, produced in a year.
B) is an excellent basis for comparing consumer well-being across different cultures and economies.
C) is a measure similar to GDP but does not include income earned by foreigners who own resources in that nation.
D) is the total market value of services, but not goods, produced in a year.
E) All of these are true.
Answer: C
Q3) Nationalism may affect marketing strategy planning by determining to whom and how much a firm may sell.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Focusing Marketing Strategy With Segmentation and Positioning
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Q1) A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying:
A) the broad market approach.
B) the single target market approach.
C) the multiple target market approach.
D) the combined target market approach.
E) the generic market approach.
Q2) Positioning issues are especially important when competitors in a market appear to be very similar.
A)True
B)False
Q3) A detailed customer database, containing past purchases and other segmenting information, is used to focus marketing efforts on individual customers in a:
A) Clustering management system.
B) Product positioning matrix.
C) Product differentiation matrix.
D) Diversification management system.
E) Customer relationship management system.
Page 6
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Chapter 5: Final Consumers and Their Buying Behavior
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Q1) Examples of personal needs include self-esteem, accomplishment, fun, freedom, and relaxation.
A)True
B)False
Q2) The social class system in the U.S.
A) does not affect how people spend, but does affect how they save.
B) may put people with the same income level in different social classes.
C) is based on a person's educational level.
D) is much more rigid than in Europe and Asia.
E) does not affect people's attitudes.
Q3) In selective exposure we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.
A)True
B)False
Q4) Motivation theory suggests that a consumer would not try to satisfy physiological and safety needs until social and personal needs have been completely satisfied.
A)True
B)False
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Chapter 6: Business and Organizational Customers and Their Buying Behavior
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Sample Questions
Q1) The Internet is making it faster and easier for organizational buyers to use competitive bidding procedures.
A)True
B)False
Q2) Tango with Nature Inc., a company that manufactures and sells body oils, aroma oils, essential oils, and organic personal care products to spas around the globe, has decided to launch a website with an online store for its organizational customers. How will this decision most likely affect the company?
A) The decision will not affect the company in any manner as service customers avoid Internet buying.
B) The company's customer service efforts will reduce.
C) The company will lose its value in the market.
D) The company will limit its interactions with its organizational customers.
E) The purchases by small service customers can add up, creating a new market for Tango.
Q3) Firms that are described by NAICS code 3152 are more similar than firms described by NAICS code 31.
A)True
B)False
Page 8
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Chapter 7: Improving Decisions With Marketing Information
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Sample Questions
Q1) A data warehouse is filled with file cabinets and binders where past market research is stored.
A)True B)False
Q2) A situation analysis is a formal study of what information is already available in the problem area.
A)True B)False
Q3) Secondary data:
A) may not be specific enough to answer the question under consideration.
B) should be considered before primary data is collected.
C) is often all that is needed to solve a problem.
D) is available both internally and outside the firm.
E) all of these alternatives are correct.
Q4) In general, a marketing researcher should get some problem-specific data before planning a formal research project.
A)True B)False
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Chapter 8: Elements of Product Planning for Goods and Services
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Sample Questions
Q1) During a heavy rainstorm, Louie Hirasawa stepped into a drugstore and bought an umbrella-just like the one he had at home-for $15.00 plus tax. In this case, the umbrella is:
A) a specialty product.
B) a shopping product.
C) an unsought product.
D) an emergency product.
E) an impulse product.
Q2) Which of the following is true regarding shopping products?
A) Price is less important in the purchase of heterogeneous shopping products than homogeneous shopping products.
B) Compared to heterogeneous shopping products, homogeneous shopping products are usually more standardized.
C) Buyers usually expect more sales help or service with heterogeneous shopping products.
D) The Internet has become the fast way to comparison shop for homogeneous shopping products.
E) All of these statements about shopping products are true.
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Chapter 9: Product Management and New-Product Development
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Sample Questions
Q1) The shape, length, and current stage of a product life cycle may vary depending:
A) on how the market is defined.
B) on the nature of the competition.
C) on the nature of the products involved.
D) All of these alternatives are correct.
Q2) Regarding product life cycles, good marketing managers know that:
A) any new brand must start off in the market introduction stage.
B) any product modification results in a new product life cycle.
C) product life cycles cannot be extended.
D) a firm's product can be withdrawn before its related product life cycle is over.
E) All of these alternatives are true.
Q3) To be called "new" according to the FTC, a product must be entirely new or changed in a functionally significant or substantial respect.
A)True
B)False
Q4) The FTC places no restriction on the length of time a product can be called "new."
A)True
B)False
Page 11
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Chapter 10: Place and Development of Channel Systems
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Sample Questions
Q1) Producers who consider handling the entire distribution job themselves may be especially inclined to do so because:
A) many customers have established buying patterns that don't include buying direct from producers.
B) many customers have a preference for shopping at their favorite locations and won't be likely to change.
C) direct distribution usually requires a significant investment in facilities, people, and information technology.
D) a channel partner (intermediary) is not available or will not cooperate.
E) intermediaries often serve customer needs better than producers and at lower cost.
Q2) A convenience product would probably be sold using:
A) Intensive distribution.
B) Exclusive distribution.
C) Selective distribution.
D) Extensive distribution.
E) Sole-source distribution.
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Chapter 11: Distribution Customer Service and Logistics
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Sample Questions
Q1) The physical distribution concept is based on the idea that selecting the lowest cost transporting alternative and the lowest cost storing alternative will result in the lowest total distribution cost.
A)True
B)False
Q2) For which of the following goods would air be the least useful mode of transportation?
A) High-fashion clothing
B) Oil
C) Flower and bulbs from Holland
D) Emergency delivery of repair parts
E) Parts for the electronic industry
Q3) Storing allows producers and intermediaries to keep stocks at convenient locations, ready to meet customers' needs.
A)True
B)False
Q4) Higher physical distribution service levels is not a source of differentiation.
A)True
B)False
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Chapter 12: Retailers, Wholesalers, and Their Strategy Planning
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Sample Questions
Q1) Truck wholesalers:
A) usually sell perishable products that other wholesalers prefer not to carry.
B) don't own the products they sell.
C) usually sell in large quantities, e.g., truckloads.
D) don't stock the products they sell.
E) None of these alternatives is correct for truck wholesalers.
Q2) The development of new types of retailers can be best explained by applying:
A) the rule of franchising.
B) target marketing and product life cycle concepts.
C) the corporate chain hypothesis.
D) the wheel of retailing theory.
E) the law of retail gravitation.
Q3) Internet retailers don't need to develop whole marketing strategies due to their self-service nature.
A)True
B)False
Q4) A hardware wholesaler that buys nails from a manufacturer and then sells them to retail hardware stores is a merchant wholesaler.
A)True
B)False
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Chapter 13: Promotion-Introduction to Integrated Marketing Communications
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Sample Questions
Q1) The traditional principles of communication are not important in customer-initiated interactive communication.
A)True
B)False
Q2) The adoption curve concept suggests that some groups within a market tend to be leaders in accepting new ideas.
A)True
B)False
Q3) In total, firms spend less money on advertising than on personal selling or sales promotion.
A)True
B)False
Q4) Mass selling and sales promotion dominate the promotion blends of consumer products firms in the market maturity stage.
A)True
B)False
Q5) Direct-response promotion targets specific individuals who respond directly.
A)True
B)False
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Chapter 14: Personal Selling and Customer Service
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Q1) Which of the following is most likely to be the order of roles that a sales person might hold as he or she continues to work for a company?
A) Customer service rep, sales clerk
B) Missionary salesperson, order getter
C) Technical specialist, order taker
D) Missionary salesperson, technical specialist
E) Order getter, missionary salesperson
Q2) A salesperson on a commission salary earns the same amount regardless of how he or she spends time.
A)True
B)False
Q3) Dow Chemical hires science and engineering graduates to explain the advantages of its products-and how to dispose of them in an environmentally friendly manner-to prospective customers. What type of salesperson is this?
A) Order getter
B) New-account salesperson
C) Order taker
D) Consultative salesperson
E) Technical specialist
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Page 16
Chapter 15: Advertising, Publicity, and Sales Promotion
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Sample Questions
Q1) In total, advertising costs less than sales promotion.
A)True
B)False
Q2) If the promotion objective is to arouse desire and obtain action, which type of publicity would work best?
A) Blogs
B) Direct-to-consumer press releases
C) Podcasts
D) Case studies
E) Facebook
Q3) Because of different advertising rules in different countries, it's best for a marketing manager to get help from local advertising experts.
A)True
B)False
Q4) Motor vehicles producers spend a higher percentage of their sales on advertising than do perfumes and cosmetics producers.
A)True
B)False
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Page 17
Chapter 16: Pricing Objectives and Policies
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Q1) Cady ClayWorks offers its customers a 10 percent discount if they buy at least $200,000 worth of products during a year. The products may be bought in one order-or spread out over several orders. Cady ClayWorks is offering a:
A) cumulative quantity discount.
B) brokerage allowance.
C) seasonal discount.
D) noncumulative quantity discount.
E) cash discount.
Q2) Introductory price dealing involves setting high initial prices on a product when it is introduced-to see how much consumers are willing to pay.
A)True
B)False
Q3) Sales-oriented objectives stated in market share terms:
A) make some sense when a market is growing rapidly.
B) use market share targets instead of dollar or unit sales targets.
C) might be achieved and still result in losses for the firm.
D) may lead to greater economies of scale for the firm than for its competitors.
E) All of these alternatives are correct.
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Chapter 17: Price Setting in the Business World
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Sample Questions
Q1) The text says "markup" means percent of:
A) "mark-on."
B) selling price-unless otherwise stated.
C) fixed cost.
D) delivered cost-unless otherwise stated.
E) cost of sales.
Q2) Price lining:
A) is quite similar to prestige pricing.
B) can simplify both buying and selling.
C) tends to reduce turnover rates.
D) results in larger inventories.
E) All of these alternatives are correct.
Q3) Retailers of which of the following products would probably have the highest stockturn rate?
A) furniture
B) women's clothing
C) hardware
D) fresh seafood
E) bowling balls
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Page 19
Chapter 18: Ethical Marketing in a Consumer-Oriented
World: Appraisal and Challe
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Q1) The letters in "S.W.O.T. analysis" are an abbreviation for the first letters of the words "strengths, weaknesses, opportunities, and threats."
A)True
B)False
Q2) In the United States, the basic objective of our market-directed economic system has been to satisfy consumer needs as they, the consumers, see them.
A)True
B)False
Q3) Advertising can:
A) manipulate customers into buying a product.
B) raise the cost of producing a product.
C) assure a product does not fail.
D) prevent economies of scale in manufacturing.
E) increase demand for the product.
Q4) A S.W.O.T. analysis is not necessary if the firm is considering entering an established market that is already served by competitors.
A)True
B)False
20
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