Strategic Marketing Planning
Pre-Test Questions
Course Introduction
Strategic Marketing Planning explores the systematic process of developing, implementing, and managing effective marketing strategies to achieve organizational objectives in competitive environments. This course covers market analysis, target market selection, positioning, product and service management, pricing, promotion, and distribution strategies. Students learn how to apply analytical tools and frameworks to identify opportunities, assess risks, and create value-driven marketing plans. Emphasis is placed on aligning marketing strategies with overall business goals, incorporating market research, and adapting to changing consumer and industry trends. Through case studies and practical exercises, students gain hands-on experience in crafting comprehensive marketing plans that drive sustainable growth and long-term success.
Recommended Textbook
Marketing 4th Edition by Dhruv Grewal
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2626 Flashcards
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) Entrereneurial companies are unable to control their marketing mixes.
A)True
B)False
Answer: False
Q2) During the __________ era manufacturers and retailers began to focus on what consumers wanted and needed before they designed,made,or attempted to sell their products.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
Answer: C
Q3) Marketing is an activity that only large firms with specialized departments can execute.
A)True
B)False
Answer: False
Q4) What are the four Ps of marketing? Give an example of each.
Answer: Product,price,place,and promotion.
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) A regional manager at GNC,a chain of retail stores selling nutritional supplements,is reviewing sales data after a recent in-store promotion.The data show success in some stores and limited response in others.The manager will probably next review the company's:
A) financial statements,to investigate current and past profits.
B) brand awareness study,to assess national levels of awareness.
C) implementation programs,to see if the promotion was handled consistently in the different stores.
D) results for other product lines,to see how important diet products are to the firm.
E) analysis of national trends in vitamins and herbal supplements,to help predict future sales.
Answer: C
Q2) iTunes software is often credited for the success of the Apple iPod MP3 player,because it made the iPod easier to use than competing players,and was difficult for competitors to duplicate.This is an example of a sustainable competitive advantage.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Social and Mobile Marketing
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Sample Questions
Q1) Karlie likes to post fancy cupcakes and cookies on Pinterest.She also posts pictures of fun kitchen equipment in sherbet colors,and looks for baking ideas and equipment.What type of social media site is Karlie using?
A) microblogging
B) media-sharing
C) thought-sharing
D) social networking
E) social bookmarking
Answer: B
Q2) About half of smartphone users in the U.S.have used them to make purchases.
A)True
B)False
Answer: True
Q3) Every year,Doritos sponsors its "Crash the Super Bowl" contest,inviting consumers to create ads for Doritos.The winning ad is aired on the Super Bowl.Of the four types of social media users identified in the text,which group would be most likely to enter the contest,and why?
Answer: Creators,because those individuals participate in social media largely as an outlet for their creative efforts.
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Page 5
Chapter 4: Marketing Ethics
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Sample Questions
Q1) What short-run versus long-run ethical dilemma do marketers often face?
Q2) For every consumer who purchases a pair of TOMS shoes for $55.00,the company promises that a child will receive a pair of shoes.TOMS shoes is actively engaging in A) corporate social responsibility.
B) business ethics. C) marketing ethics.
D) environmental marketing.
E) overpricing its products.
Q3) The CEO of your firm,a distributor for a domestic beer manufacturer,has asked you to take on a special project.She has been hearing about a growing trend toward corporate social responsibility,but wonders if this is a reasonable investment for the firm.Outline the costs and benefits in general terms and draw your own conclusion for her consideration.
Q4) Paulo,owner of a local plumbing repair company,wants to improve his company's reputation for corporate social responsibility.What could Paulo do?
Q5) Each individual's ethical standards are a product of culture and upbringing. A)True B)False
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Chapter 5: Analyzing the Marketing Environment
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Sample Questions
Q1) Which of these is a macroenvironmental factor?
A) Culture
B) Corporate partners
C) Competition
D) Company
E) All of these are macroenvironmental factors.
Q2) Marketers in the United States are learning that all Hispanic and other minority groups are not alike.Cultural differences exist.Why is it important for marketers to know more about cultural differences among Hispanics?
Q3) The global spread of technology has eliminated all differences between cultures.
A)True
B)False
Q4) Which generation is also known as "Millennials"?
A) Baby Boomer
B) Gen X
C) Gen Y
D) Gen Z
E) the Digital Natives
Q5) How can marketers identify potential opportunities?
Q6) Why are generational cohorts important to marketers?
Page 7
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Chapter 6: Consumer Behavior
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Sample Questions
Q1) The consumer's level of involvement can lead to two types of decision-making processes: __________ and __________.
A) extended problem solving; limited problem solving
B) culturally influenced; autonomous
C) economic; social
D) physiological / safety; esteem / self-actualization
E) historic; aspirational
Q2) Among the factors affecting the consumer decision-making process is / are __________,the way consumers spend their time and money to live.
A) lifestyle
B) conspicuous consumption
C) the demonstration effect
D) external validation
E) life standards
Q3) When Glen is thirsty,he always buys a Coke.Like many consumers,Glen engages in considerable alternative evaluation when buying habitual products like his Coke.
A)True
B)False
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8
Chapter 7: Business-To-Business Marketing
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Sample Questions
Q1) As a business-to-business marketer,would you prefer to market to a firm with an autocratic or a consensus buying center culture,and why?
Q2) Warren used to sell cars at an automobile dealership.Now he sells repossession services to automobile dealers.To be successful,what changes in the buying process will Warren have to adjust to?
Q3) Jenny was feeling frustrated."What's taking them so long to make a decision? It's been weeks since I first met with them,and they all seem interested in the product.I've also jumped through all their paperwork hoops." Jenny is likely selling to a firm in what kind of buying situation?
A) New buy
B) Modified rebuy
C) Straight rebuy
D) Generic buy
E) Adapted buy
Q4) Organizational culture may vary by geography.
A)True
B)False
Q5) How does the need recognition stage differ between the B2B and the B2C buying processes?
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Chapter 8: Global Marketing
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Sample Questions
Q1) Globalization refers to the process by which goods,services,capital,people,and ideas
A) are onshored and offshored.
B) flow across national borders.
C) are integrated through IMF facilitation.
D) form joint ventures.
E) affect corporate culture.
Q2) According to purchasing power parity theory,if __________ is / are in equilibrium,products will cost the same in each country.
A) imports and exports
B) consumer spending
C) interest rates
D) domestic products
E) exchange rates
Q3) How could a marketer adapt a product to appeal to international markets?
Q4) Once a company has decided to sell in a foreign country,it must determine the best mode of entry.List each mode of market entry and give an example for each.
Q5) Why is a country's infrastructure an important consideration to global marketers?
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Chapter 9: Segmentation,Targeting,and Positioning
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Sample Questions
Q1) Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation
A) is available only in limited geographic areas.
B) is rarely used and unproven.
C) offers only one-to-one marketing potential.
D) is a more expensive method for identifying potential customers.
E) is still an unproven area.
Q2) When Starbucks first opened,many critics suggested,"No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.
A) responsive
B) perceptive
C) identifiable
D) reachable
E) quantifiable
Q3) For products like pencils and paper clips,marketers should probably use an undifferentiated targeting strategy.
A)True
B)False
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Chapter 10: Marketing Research
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Sample Questions
Q1) The Marketing Research Process follows five steps,and researchers
A) may not always go through them in the exact sequence if the situation changes or new information is discovered.
B) should maintain the integrity of the process by following each step sequentially and thoroughly.
C) often collect data before defining the research objectives.
D) should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.
E) may follow the process by completing all steps at once instead of planning the process first.
Q2) During the research design step of the marketing research process,researchers identify the type of data needed and
A) the statistical software to be used.
B) the dates when data will be collected.
C) the forum in which the data will be presented.
D) the identities of research participants in the project.
E) the type of research necessary to collect the data.
Q3) Why are more and more market researchers using Web surveys?
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Chapter 11: Product,Branding,and Packaging Decisions
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Sample Questions
Q1) When personal computers were new,people spent considerable time and energy learning about and investigating choices and options.Now,many consumers replace old computers with little research or investigation.In terms of types of products (specialty,shopping,convenience goods),how have personal computers changed?
Q2) Which of the following is NOT one of the four criteria used for determining how "good" a brand is?
A) brand awareness
B) brand loyalty
C) brand associations
D) brand conceptualization
E) brand perceived value
Q3) For a company like Pepsi-Cola,brand dilution occurs when they dilute their product.
A)True
B)False
Q4) Effective packaging and labels send the signal: "Buy me." A)True
B)False
Q5) How do marketers measure brand value?
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Chapter 12: Developing New Products
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Sample Questions
Q1) Zappos.com,an online shoe store,worked to overcome the problem of new product
______________ with its easy,no hassle return procedure.
A) relative advantage
B) compatibility
C) observability
D) complexity
E) trialability
Q2) The fact that the Apple iPad is Easy to try-demo units are available at Apple stores as well as other retail stores-is helping it to diffuse more quickly.
A)True
B)False
Q3) Why is it important for marketers to understand the product life cycle?
Q4) What can go wrong in the market testing phase?
Q5) A product will likely remain in the maturity stage of the product life cycle until a superior product comes along to replace it.
A)True
B)False
Q6) Why do many biotechnology firms license their new products?
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Chapter 13: Services: The Intangible Product
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Sample Questions
Q1) Most retail stores in the United States do 60 percent or more of their business in the period between Thanksgiving and Christmas.What can these stores do to get sales staff to provide "service with a smile" during this stressful part of the year?
Q2) In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.
A)True
B)False
Q3) The building blocks of service quality are reliability,responsiveness,assurance,empathy,and tangibles.
A)True
B)False
Q4) A __________ gap is the difference between the firm's service standards and the service it provides to customers.
A) seniority
B) knowledge
C) standards
D) delivery
E) communication
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Chapter 14: Pricing Concepts for Establishing Value
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Sample Questions
Q1) Price elasticity of demand is the A) percentage change in quantity demanded divided by the percentage change in price.
B) percentage change in price divided by percentage change in quantity demanded. C) change in price divided by change in quantity demanded.
D) change in quantity demanded divided by the change in price.
E) change in quantity demanded multiplied by the change in price.
Q2) Most public colleges charge less than half the price of similar private colleges.How can each type of college be delivering value?
Q3) A strategy of setting prices based on how customers develop their perceptions of value can often be the most effective pricing strategy,especially if the strategy
A) leads the marketer to being the low-cost seller.
B) is supported by consistent advertising and distribution strategies.
C) challenges consumers to discard their perceptions of value.
D) is consistent with a competitive target return strategy.
E) does all of these.
Q4) The Internet has decreased consumers' price sensitivity.
A)True
B)False
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Chapter 15: Strategic Pricing Methods
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Sample Questions
Q1) John Deere farming equipment has been around for over a century and is known for its durability.Its equipment is usually priced higher than competitors' offerings.What type of value-based pricing method would be appropriate for John Deere,and why?
Q2) Yurgen is opening a financial consulting service for high-income retirees in his area.This target market is used to paying for quality and associates high quality with high prices.Yurgen should probably NOT use a market penetration pricing strategy because
A) he might be missing out on customers who would pay more for his products.
B) there are moderate barriers to competitive entry in the market.
C) a low price might signal low quality.
D) he would have to determine zone pricing discounts.
E) the experience curve effect would drop unit costs too rapidly.
Q3) Ryan is the only retailer in his market selling a new,ergonomically designed pen.What are the objectives of using a market penetration pricing strategy? Why would Ryan consider using a market penetration pricing strategy?
Q4) Why would a price skimming strategy probably not work for a "me-too" product,something very similar to a new-to-the-market product?
Q5) What are slotting allowances? Why do some marketers consider them unfair?
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Chapter 16: Supply Chain and Channel Management
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Sample Questions
Q1) ______________ systems are designed to deliver smaller shipments of merchandise on a more frequent basis to retailers.
A) Cross-docking
B) UPC
C) JIT
D) CPFR
E) Lead time
Q2) A(n)__________ is a document used by a forklift driver indicating how much of each item to get from specific storage areas.
A) pick ticket
B) warehouse receipt
C) bill of lading
D) certificate of origin
E) RFID tag
Q3) As a very small manufacturer of nutritional products for race horses,Horse Health Products Company maintained information using bookkeeping and inventory management software and communicated with customers through e-mail and facsimiles.As its business expanded,Horse Health Products' owner began to consider creating an electronic data interchange.What could an EDI system do for his company?
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Page 18
Chapter 17: Retailing and Multichannel Marketing
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Sample Questions
Q1) One significant potential benefit of the Internet channel is its ability to enable retailers to provide personalized information about products and services for each customer.
A)True
B)False
Q2) Carol manages a cell phone store and is debating how much personal selling and customer service she should utilize as part of her promotion strategy.What would you recommend and why?
Q3) What is the primary function of a stock keeping unit (SKU)?
A) An SKU represents a unique inventory item in a store.
B) An SKU tracks results from a clearance sale,such as,"buy one,get one free."
C) An SKU is a small tag attached to a product that tracks its movement through a store.
D) An SKU represents a bundle being offered.
E) An SKU is a special,seasonal discount offer.
Q4) The only consumer advantages to shopping in a brick-and-mortar store are browsing and the ability to touch and feel the products.
A)True
B)False
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Page 19
Chapter 18: Integrated Marketing Communications
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Sample Questions
Q1) How is advertising different from publicity?
Q2) Integrated marketing communications include all of the following EXCEPT
A) personal selling.
B) advertising.
C) public relations.
D) supply chain management.
E) direct marketing.
Q3) Which statement best describes personal selling?
A) It involves a larger audience than advertising.
B) It is primarily indirect communication.
C) It is primarily informational communication,as compared to advertising,which involves persuasive communication.
D) It is the two-way flow of communication between a buyer and a seller.
E) It involves encoding while advertising involves only decoding.
Q4) Provide an example of a firm delivering the right message to the right audience through the right media.
Q5) A media rep from the local radio station comes into your retail store and suggests running a series of advertisements.She says,"Let's do it and see what happens." What problems can you anticipate with this as the suggested goal?
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Chapter 19: Advertising,public Relations,and Sales Promotions
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Sample Questions
Q1) Many small "main street" retailers find advertising either too expensive or ineffective.In this situation,these business owners turn to sales promotion to complement or augment their advertising efforts.Describe three kinds of sales promotion a small,main street retailer might use,including the advantages and disadvantages of each sales promotion method.
Q2) Almost everyone in advertising agencies wants to be part of the creative team,coming up with potentially CLIO award-winning ads.What admonition needs to be considered when creating advertisements and why?
Q3) Jennifer has worked for many years reviewing and approving print ads for her firm.She has memorized a checklist of key points to review.Which of the following would NOT be on her checklist?
A) headline
B) body copy
C) branding
D) photo credits
E) subheads
Q4) Puffery is not always illegal in the United States under state and federal law.
A)True
B)False
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Chapter 20: Personal Selling and Sales Management
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Sample Questions
Q1) When Motorola first entered the Mexican marketplace,the company wanted direct control of salespeople in major urban markets but was not as concerned about control in smaller areas of the country.Motorola probably used _________________ in major urban areas and _______________________ in smaller areas of Mexico.
A) a company sales force; manufacturer's reps
B) manufacturer's reps; customer relationships
C) manufacturer's reps; a company sales force
D) independent agents; manufacturer's reps
E) order takers; selling teams
Q2) One of the disadvantages associated with personal selling is
A) cold calling is easier than direct mail advertising.
B) a salesperson often changes the message based on consumers' needs.
C) it is expensive.
D) it can be directed toward those customers with the highest potential.
E) it is structured and finite.
Q3) The first step in the personal selling process is the preapproach.
A)True
B)False
Q4) What is the advantage to the firm of paying salespeople based on straight commission?
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