Strategic Marketing Exam Practice
Tests
Course
Introduction
Strategic Marketing explores the development, implementation, and evaluation of marketing strategies that achieve competitive advantage in dynamic environments. The course covers market analysis, segmentation, targeting, positioning, and the integration of marketing mix elements to align with organizational goals. Students will learn to assess consumer behavior, analyze competitors, and leverage data to create and adapt effective marketing plans. Emphasis is placed on real-world case studies, contemporary digital practices, and ethical considerations in formulating strategies that drive long-term value for businesses and stakeholders.
Recommended Textbook
Marketing Management An Asian Perspective 3rd Edition by Philip Kotler
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Page 2
Chapter 1: Marketing: Managing Profitable Customer
Relationships
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Sample Questions
Q1) In building customer and partner relationships,companies must harness marketing technology,take advantage of global opportunities,and ensure that they act in
A) an economically conscious way
B) a customer friendly way
C) a way that decreases energy usage
D) an ethical and socially responsible way
E) a way that quickly regains customer confidence
Answer: D
Q2) Explain why electronics and pharmaceuticals manufacturers may use customer-driving marketing.
Answer: In such industries,consumers do not know exactly what new products are available; therefore,consumers rely on such firms to tell them what they need.
Q3) How can a marketer increase "share of customer"?
Answer: The marketer can offer greater variety to customers; in addition,the marketer can train employees to cross-sell and up-sell in order to market more products and services to existing customers.
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Page 3
Chapter 2: Company and Marketing Strategy: Partnering to Build
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Sample Questions
Q1) According to the textbook,your boss is most likely referring to ________ when she mentions "doing things right."
A) strategy
B) planning
C) objectives
D) implementation
E) efficiency
Answer: D
Q2) Which of the following is NOT a market-oriented business definition?
A) "We make the Internet buying experience fast, easy, and enjoyable"
B) "To sell tools and home repair and improvement items"
C) "We help organize the world's information and make it accessible and useful to the Chinese."
D) " We sell lifestyle and self-expression; success and status; memories, hopes, and dreams."
E) " We create the Shangri-La experience-one that enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests."
Answer: B
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Chapter 3: The Marketing Environment
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Sample Questions
Q1) Unlike bar coding,each RFID tag cannot be scanned twice.Hence,there is no picking the wrong case and ______________.
A) no need to count
B) no double scanning
C) no tracking
D) no miscounting
E) no delivery error
Answer: D
Q2) Consumer organizations such as environmental and minority groups that may question a company's marketing decisions are referred to as local publics.
A)True
B)False
Answer: False
Q3) Why might marketers want to target segments of the population based on lifestyles rather than age groups?
Answer: Too much might be assumed about people in the same age group,and grouping people by lifestyle may be more effective than inaccurate assumptions made regarding age.
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Chapter 4: Managing Marketing Information
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Sample Questions
Q1) Which of the following statements regarding competitive marketing intelligence is true?
A) The advantage of using competitive marketing intelligence is negligible.
B) All competitive marketing intelligence is available for free.
C) Competitive marketing intelligence relies upon privately held information.
D) Competitive marketing intelligence relies upon publicly available information.
E) Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities.
Q2) Which of the following is a disadvantage of online focus groups?
A) Participants must be in a central location.
B) Problem of controlling who's in the online sample.
C) Results take longer to tabulate and analyze.
D) The cost of online focus groups is greater than that of most other qualitative research methods.
E) The format of focus groups can be varied.
Q3) You want to determine whether no-smoking policies in dance clubs in Singapore have negatively affected their businesses.Are any secondary data likely available? Why?
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Chapter 5: Consumer Markets and Consumer Buyer
Behavior
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Sample Questions
Q1) Facebook and Twitter are both examples of ________.
A) buzz markets
B) opinion leaders
C) social networks
D) early adopters
E) word-of-mouth markets
Q2) Researchers have found that a number of well-known brands tended to be strongly associated with one particular trait,such as Levi's with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?
A) brand perception
B) product image
C) brand personality
D) brand concept
E) brand equity
Q3) A person's buying choices are influenced by four major psychological factors: motivation,perception,learning,and beliefs and attitudes.
A)True
B)False
Page 7
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Chapter 6: Business Markets and Business Buyer Behavior
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Sample Questions
Q1) Explain the buyer center role of the influencer.
Q2) Which of the following is the process of the buying center deciding on the best product characteristics?
A) value analysis
B) general need description
C) marketing myopia
D) purchase order
E) product specification
Q3) The world's major buyers of products and services are ________.
A) MNCs
B) non-profit organizations
C) government organizations
D) Asian companies
E) global joint ventures
Q4) Another name for systems selling is ________ selling.
A) solutions
B) blanket contract
C) vendor-managed inventory
D) negotiated contract
E) periodic purchase
Page 8
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Chapter 7: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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Sample Questions
Q1) It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment.
A) elderly
B) child
C) animal
D) minority
E) senior
Q2) Bombay Gifts divides its markets into units of nations,regions,and cities.Bombay uses geographic segmentation.
A)True
B)False
Q3) Your firm has decided to localize its products and services to meet local market demands.A good approach to use would be ________ segmentation.
A) geographic
B) benefit
C) end-use
D) customer
E) image
Q4) Explain the four major steps in designing a customer-driven marketing strategy.
Page 9
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Chapter 8: Products,Services,and Brands: Building
Customer Value
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Sample Questions
Q1) Why is it important for a brand promise to be simple and honest?
Q2) The third level of a product that product planners must consider is a(n)________ that offers additional consumer services and benefits.
A) brand equity
B) augmented product
C) brand extension
D) industrial product
E) image
Q3) An example of service variability is that within a given Marriott hotel,one registration-desk employee may be cheerful and efficient,whereas another may be unpleasant and slow.
A)True
B)False
Q4) Describe the role of packaging.
Q5) The Krisflyer card by Singapore Airlines and American Express,is an example of a co-branding partnership.
A)True
B)False
Q6) Give an example of the most basic level of product.
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Chapter 9: New Product Development and Product
Life-Cycle
Strategies
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Q1) Under what circumstances might it be wise for a company to do little or no test marketing?
A) when a new product requires a major investment
B) when management is not sure of the product
C) when management is not sure of the marketing program
D) when the product has no substitutes and is new in its category
E) when the costs of developing and introducing the product are low
Q2) Once the product or service passes the business analysis test,it moves into what stage?
A) concept development
B) product development
C) market testing
D) strategy development
E) product proposal
Q3) The business analysis stage represents the first large jump in financial investment in the new-product development process.
A)True
B)False
Q4) Explain concept testing.
Q5) Briefly describe the steps in the new-product development process.
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Chapter 10: Pricing Products: Understanding and Capturing
Customer Value
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Q1) A marketer's fixed costs are $400,000,the variable cost is $16,and the company expects the product to sell for $24.What is the company's break-even point in units?
Q2) Who typically sets prices in small companies? In large companies?
Q3) The less ________ the demand,the ________ it benefits the seller to raise the price.
A) focused; more
B) elastic; more
C) elastic; less
D) constant; more
E) concentrated; more
Q4) A company should set prices that will allow ________ to receive a fair profit.
A) resellers
B) producers
C) consumers
D) the market
E) competitors
Q5) Demand and consumer value perceptions set the floor for prices.
A)True
B)False
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Chapter 11: Pricing Products: Pricing Strategies
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Sample Questions
Q1) Price fixing,predatory pricing,retail price maintenance,and deceptive pricing are examples of ________.
A) common pricing policies
B) major public policy issues in pricing
C) ethical pricing strategies
D) pricing policies used mostly in the wholesale sector
E) pricing used mostly in the retail sector
Q2) Some companies set up multiple basing points to create more flexibility: they quote freight charges from the basing-point city nearest to the customer.
A)True
B)False
Q3) The Internet offers ________,where the price can easily be adjusted to meet changes in demand.
A) captive pricing
B) dynamic pricing
C) basing-point pricing
D) price bundling
E) cost-plus pricing
Q4) For what types of products might marketers use market-penetration pricing?
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Chapter 12: Marketing Channels: Delivering Customer Value
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Q1) Which type of distribution is used when the producer wants more than one,but fewer than all,of the intermediaries who are willing to carry its products?
A) exclusive
B) selective
C) intensive
D) administered
E) corporate
Q2) Which of the following is an example of a multichannel distribution system?
A) Carrefour locating to several countries
B) Cold Storage supermarket's catalog and retail store sales
C) Avon's door-to-door distribution
D) Starbuck's location inside of book stores
E) a hotel providing guest privileges at a health spa across the street
Q3) Compare and contrast the three distribution strategies,providing examples of products for each type of distribution.
Q4) What are the key functions that members of the marketing channel perform?
Q5) Give two examples of multichannel distribution systems.
Q6) What types of products are selectively distributed?
Q7) How can a firm benefit from involvement in a contractual VMS?
Page 14
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Chapter 13: Retailing and Wholesaling
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Q1) Unlike mass marketers,niche marketers expect to see continued growth in their online sales.
A)True
B)False
Q2) ________,the world's second largest retailer after Wal-mart,has embarked on an aggressive mission to extend its role as a leading international retailer.
A) McDonald's
B) Target
C) Carrefour
D) IKEA
E) Costco
Q3) Briefly explain the wheel-of-retailing concept.
Q4) The distinction between large retailers and large wholesalers is changing because most large wholesalers are abandoning their retail operations.
A)True
B)False
Q5) How can discount stores sell merchandise at lower prices?
Q6) Retail stores can be classified in terms of several characteristics.Name four of these.
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Chapter 14: Communicating Customer Value: Integrated Marketing
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Q1) SIM University's initial ads for the school's new MBA program are most likely intended to create ________.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
Q2) Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as ________.
A) sales promotion
B) indirect marketing
C) buzz marketing
D) stealth marketing
E) public relations
Q3) If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.
A)True
B)False
Page 16
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Chapter 15: Advertising and Public Relations
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Q1) Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of ________.
A) direct marketing
B) press relations
C) press agencies
D) public relations
E) sales promotion
Q2) The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.
A)True
B)False
Q3) Of the following,which is most difficult for advertisers to measure?
A) reach
B) frequency
C) click-through rates
D) media engagement
E) media impact
Q4) How has clutter in television and other advertising media created an increasingly hostile advertising environment?
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Chapter 16: Personal Selling and Sales Promotion
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Q1) To reduce time demands on their outside sales forces,many companies have increased the size of their inside sales forces,which include technical support people,sales assistants,and ________.
A) retail supervisors
B) sales managers
C) telemarketers
D) accountants
E) programmers
Q2) Which of the following is a primary reason that companies use e-learning to conduct sales training programs?
A) Customer needs and habits are easily conveyed through e-learning.
B) Customers appreciate the flexibility of e-learning.
C) E-learning allows for more employee feedback.
D) E-learning is the best way to simulate sales calls.
E) E-learning cuts training costs.
Q3) In a short essay,explain how sales promotion campaigns are developed and implemented.
Q4) What type of company would be likely to use a product sales force structure?
Q5) What does a time-and-duty analysis reveal?
Q6) Why do many companies invest in ongoing training for their salespeople?
Page 18
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Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships
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Q1) Which of the following is a type of identity theft that uses deceptive emails and fraudulent Web sites to fool consumers into revealing their personal data?
A) spamming
B) micro-targeting
C) viral marketing
D) phishing
E) heat marketing
Q2) Information about a customer's age,income,and family makeup is in the ________ category of a customer database.
A) demographic
B) psychographic
C) geographic
D) behavioral
E) assessment
Q3) Fraudulent schemes,such as investment scams or phony collections for charity,have multiplied in recent years.
A)True
B)False
Q4) Why is the use of direct-response television growing in popularity?
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Chapter 18: Creating Competitive Advantage
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Q1) Michael Porter suggests four basic competitive positioning strategies that companies can follow-three winning strategies and one losing one.Which of the following are considered winning strategies?
A) middle-of-the-roader, focus, and overall cost leadership
B) focus, differentiation, and middle-of-the-roader
C) overall cost leadership, differentiation, and middle-of-the-roader
D) overall cost leadership, differentiation, and focus
E) differentiation, operational excellence, and focus
Q2) The first step in initiating competitive marketing strategies is to conduct ________.
A) a private screening
B) a competitive advantage analysis
C) management modifications
D) competitor analysis
E) absolute advantage processing
Q3) Compare the four competitive positions that are often used to describe market structures.
Q4) Discuss customer intimacy.Why is it important? Provide an example of a company that successfully abides by this value discipline.
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Chapter 19: The Global Marketplace
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Q1) ________ means selling largely the same products and using the same marketing approaches worldwide.
A) Adapted global marketing
B) Global marketing mixing
C) Standardized global marketing
D) Export marketing
E) Multinational strategizing
Q2) All of the following are types of joint ventures EXCEPT ________.
A) licensing
B) contract manufacturing
C) joint ownership
D) direct investment
E) management contracting
Q3) What types of products would be successful with standardized global marketing?
Q4) Barter is often used in subsistence economies.
A)True
B)False
Q5) Identify and describe the three product strategies a company entering a foreign market can use.
Q6) Explain the backlash against American globalization.
Page 21
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Chapter 20: Sustainable Marketing: Social Responsibility and Ethics
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Q1) 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 mangers and companies choose.
A)True
B)False
Q2) Companies are now accepting more responsibility for protecting the environment. They are shifting from protest to __________,and from __________ to responsibility.
A) prevention; regulation
B) prevention; ignorance
C) contest; regulation
D) prevention; engagement
E) engagement; regulation
Q3) How is the societal marketing concept related to marketing ethics?
Q4) Briefly define the four marketing concepts
Q5) How do marketers respond to critics' accusations of planned obsolescence?
Q6) Compare the consumerism and environmentalism movements.
Q7) How do resellers answer criticism of the high costs of distribution?
Q8) Why are critics concerned about companies acquiring competitors?
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