Strategic Marketing
Question Bank
Course Introduction
Strategic Marketing focuses on the long-term planning and implementation of marketing activities designed to achieve a sustainable competitive advantage in dynamic markets. This course explores key concepts such as market analysis, segmentation, targeting, positioning, and the development of effective marketing strategies aligned with organizational goals. Through case studies, industry examples, and practical frameworks, students learn how to assess the external environment, leverage organizational strengths, and create value for customers. Emphasis is placed on integrating marketing decisions with broader business strategies, understanding global market challenges, and utilizing analytical tools to support marketing recommendations and drive business growth.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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Page 2
Chapter 1: Integrated Marketing Communications
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Sample Questions
Q1) Internet-based communications have evolved from web advertisements to interactive websites, blogs, and social media.
A)True
B)False
Answer: True
Q2) Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are perceived to be of equal quality.
A)True
B)False
Answer: True
Q3) When a customer examines a magazine ad, decoding takes place.
A)True
B)False
Answer: True
Q4) Advertising campaign management identifies the general direction the company will take with its social media.
A)True
B)False Answer: False
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Chapter 2: Corporate Image and Brand Management
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Sample Questions
Q1) In making decisions about the image to be projected, it will be the easiest for marketers to:
A)rejuvenate an image that is consistent with consumer's current view of the brand.
B)reinforce an image that is not consistent with a consumer's current view of the brand.
C)develop a new image for a new brand.
D)revert to an earlier image of the brand.
Answer: A
Q2) A corporate or brand image summarizes what the company or brand stands for as well as how it is known in the marketplace.
A)True
B)False
Answer: True
Q3) The perception that all brands are essentially the same is:
A)brand equity.
B)brand parity.
C)flanker branding.
D)the private label problem.
Answer: B
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4
Chapter 3: Buyer Behaviors
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Sample Questions
Q1) Describe a modified rebuy business-to-business purchasing situation.
Answer: In a modified rebuy situation, the buying team considers and evaluates alternatives.
Q2) Selling virtually the same goods or services to consumers and businesses is called:
A)relationship marketing.
B)double vending.
C)dual channel marketing.
D)marketing extension.
Answer: C
Q3) A sales rep who likes his company car so well that he buys the same brand for personal use is creating:
A)joint demand.
B)derived demand.
C)a spin-off sale.
D)vendor audit sale.
Answer: C
Q4) Describe a straight rebuy business-to-business purchasing situation.
Answer: In a straight rebuy, the firm has previously chosen a vendor and places a reorder.
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Chapter 4: The Imc Planning Process
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Sample Questions
Q1) Quantitative methods of developing a marketing communications budget rely on computer models or simulations.
A)True
B)False
Q2) In allocating its marketing communications budget, a company such as General Electric that sells kitchen appliances would tend to use the ________ schedule.
A)flighting
B)continuous
C)payout
D)pulsating
Q3) Managers who do not recognize the benefits of marketing may be most inclined to use which method of communications budgeting?
A)Percentage of sales
B)Meet the competition
C)What we can afford
D)Payout planning
Q4) Describe product-specific research, consumer-oriented research, and target-market research.
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Chapter 5: Advertising Management
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Sample Questions
Q1) A disclaimer warranty typically specifies each of the following except:
A)the conditions under which a warranty will be honored.
B)statements about past legal actions regarding the product.
C)potential hazards associated with products.
D)the terms of financing agreements, bonuses, and discounts.
Q2) Chemistry is the feeling that an advertising agency and a client company will work well together.
A)True
B)False
Q3) Explain the concept of the means-end chain.
Q4) One simple method used to judge an advertising agency's creative reputation is to:
A)contact the company's competition.
B)ask for a list of awards the company has won.
C)conduct a shootout.
D)review the most recent media buys the agency has made.
Q5) Name the steps involved in selecting an advertising agency.
Q6) Decay effects occur when a company's advertisements have become old or boring.
A)True
B)False
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Chapter 6: Advertising Design
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Sample Questions
Q1) The authoritative execution works especially well in specialty magazines and trade journals.
A)True
B)False
Q2) The key to a testimonial execution is:
A)likeability.
B)negative likeability.
C)credibility.
D)visual consistency.
Q3) A cognitive message strategy:
A)invokes feelings or emotions and matches these with the goods, service, or company being advertised.
B)is the presentation of rational arguments or pieces of information to consumers.
C)is designed to lead more directly to some type of consumer behavior.
D)is the manner in which an ad appeal is presented.
Q4) Cognitive message strategies are a common approach to developing a strong brand name.
A)True
B)False
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Chapter 7: Traditional Media Channels
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Sample Questions
Q1) The number of cumulative exposures achieved in a given time period is called opportunities to see.
A)True
B)False
Q2) Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:
A)cost per thousand.
B)gross rating points.
C)opportunities to see.
D)reach and frequency.
Q3) The three-exposure hypothesis suggests that a buyer who is actively looking for a new CD player would need to evaluate advertisements for three different players before making a choice.
A)True
B)False
Q4) Describe the three-exposure hypothesis and the nature of intrusion value.
Q5) Print media has the advantage of intrusion value.
A)True
B)False
Q6) What are the primary benefits of television advertising? The primary problems?
Page 9
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Chapter 8: Digital Marketing
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Sample Questions
Q1) The lack of results with digital marketing has led some companies to shift more dollars to broadcast media and direct response marketing.
A)True
B)False
Q2) Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that firms will sell personal information that should remain private.
A)True
B)False
Q3) Online technologies allow company leaders to specify the target market they want to see a banner ad, such as females, ages 50+ with incomes above $50,000.
A)True
B)False
Q4) What is behavioral targeting and what three methods are used?
Q5) Content marketing consists of sending useful information to customers through either text messages or email.
A)True
B)False
Q6) Identify the various types of mobile marketing strategies.
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Chapter 9: Social Media
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Sample Questions
Q1) Social media strategies currently used by brands include each of the following except:
A)content seeding.
B)interactive blogs.
C)lifestyle marketing.
D)real-time marketing.
Q2) All of the following statements about Facebook are true except:
A)number of teens on Facebook has declined over 25 percent in the last 3 years.
B)number of individuals 55 or older has increased 80 percent.
C)Facebook generates about $1 billion in advertising revenue.
D)Facebook has over 1.2 billion users worldwide.
Q3) Most search engines examine the number of brand mentions in social media.
A)True
B)False
Q4) Why are marketers engaging in social media marketing?
Q5) The many forms of social media marketing mean that viral marketing is more effective today than in the past.
A)True
B)False
Q6) Discuss the reasons marketers engage in social listening.
Page 11
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Chapter 10: Alternative Marketing
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Sample
Questions
Q1) The alternative marketing program that emphasizes consumers passing along information about a product to other consumers is:
A)guerilla marketing.
B)lifestyle marketing.
C)product placement.
D)buzz marketing.
Q2) In buzz marketing programs, the ideal situation occurs when a person who truly likes a brand tells others.
A)True
B)False
Q3) Of the following age groups, which one is most receptive to product placements and branded entertainment?
A)15-34
B)35-49
C)50-64
D)65+
Q4) What is a branded community?
Q5) What is guerilla marketing? How is it different from traditional marketing?
Q6) What is lifestyle marketing?
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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Sample Questions
Q1) Successful database marketing emphasizes two things: identifying customers and producing sales.
A)True
B)False
Q2) A program designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology is a customer relationship management program.
A)True
B)False
Q3) The primary benefit of database marketing is:
A)the enhancement of customer loyalty.
B)higher sales.
C)greater profits.
D)greater brand parity.
Q4) A key principle in developing a loyalty or frequency program is to design the program to enhance the value of what the product offers to customers.
A)True
B)False
Page 13
Q5) List the tasks associated with databased marketing.
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Chapter 12: Sales Promotions
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Sample Questions
Q1) The primary difference between trade incentives and trade allowances is that for the trade incentive:
A)the retailer must perform some type of function in order to receive the trade incentive.
B)the manufacturer must perform some type of function to encourage the retailer to accept the merchandise.
C)the retailer receives a price break if they order a specific quantity.
D)involves a price reduction being passed on to consumers by retailers.
Q2) What are the main types of trade allowances? Describe each one.
Q3) Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers.
A)True
B)False
Q4) Two or more consumer promotional activities combined into a single campaign is a(n):
A)intercompany tie-in.
B)intracompany tie-in.
C)overlay.
D)premium.
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Chapter 13: Public Relations and Sponsorship Programs
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Sample Questions
Q1) In a public relations program, a hit can enhance:
A)the use of a tagline.
B)brand or company awareness.
C)company or brand image.
D)stock dividends.
Q2) Internet interventions are designed to combat negative news articles.
A)True
B)False
Q3) The functions of public relations include each of the following except:
A)create public image-building activities.
B)prevent or reduce image damage.
C)design direct response marketing programs.
D)audit corporate social responsibility.
Q4) Saying, "We didn't cause this negative event to happen, it was some other company" is an example of using the impression management technique of:
A)an expression of innocence.
B)an excuse.
C)moral ambiguity.
D)a justification.
Q5) Describe event marketing.
15
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) Ads featuring underwear, condoms, and feminine hygiene products may be offensive to some people, which has led to regulations restricting when and where the ads can be placed.
A)True
B)False
Q2) When a company's management team signs a consent order issued by the FTC they agree to stop the advertisement or marketing practice and they admit they are guilty of false or deceptive advertising.
A)True
B)False
Q3) When a company must pay for ads that refute false claims it made in previous ads, it is called a(n):
A)consent order.
B)administrative ruling.
C)cease and desist order.
D)corrective advertisement.
Q4) Civil law is based on local customs, traditions, and precedents.
A)True
B)False
Q5) Describe ethics and morals.
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) Consumer awareness and brand loyalty are closely linked to a measure of:
A)market share.
B)innovation.
C)productivity.
D)ROI.
Q2) Which accounts for the number of times a brand receives a mention on social network within a specific time frame?
A)Conversion
B)Entry page metrics
C)Brand discovery
D)Buzz score
Q3) Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.
A)True
B)False
Q4) In addition to tracking television advertising, ad tracking can be used to examine online banner ads.
A)True
B)False
Page 17
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