Strategic Marketing
Question Bank
Course Introduction
Strategic Marketing explores the processes and principles involved in developing, implementing, and evaluating marketing strategies that achieve organizational objectives and build long-term customer value. The course examines key concepts such as market analysis, segmentation, positioning, branding, competitive advantage, and value creation. Students will learn how to apply analytical tools to assess market opportunities and threats, design effective marketing mixes, and align marketing initiatives with overall business strategy in an ever-evolving global environment. Through case studies, group projects, and real-world examples, participants gain practical skills for making informed strategic marketing decisions.
Recommended Textbook
Marketing 9th Canadian Edition by Frederick Crane
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20 Chapters
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Page 2
Chapter 1: Marketing: Customer Value, satisfaction, relationships, and Experiences
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197 Verified Questions
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Sample Questions
Q1) Timothy is an employee at Wally's Sporting Goods.He is responsible for facilitating relationships,partnerships,and alliances with the organization's customers,its shareholders (or often representatives of groups served by a non-profit organization),its suppliers,and other organizations.Timothy likely works in which department?
A)business development
B)marketing
C)human resources
D)strategic relationships
Answer: B
Q2) How do you define needs and wants?
Answer: Answers will vary
Q3) What is the marketing concept?
Answer: Answers will vary
Q4) Why did Hot Pockets Snackers fail?
A)Consumer needs were not met
B)The initial product launch had poor advertisements
C)Consumers could not tell the difference between Snackers and the original
D)The target market was not accurately defined
Answer: A
Chapter 2: Developing Successful Marketing Strategies
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Sample Questions
Q1) List potential stakeholders for the college or university that you attend.
Answer: Answers will vary
Q2) Mars Incorporated targets health-conscious females by advertising its 3 MUSKETEERS Bar which has "45 percent less fat than average of the leading chocolate brands." It uses clever television ads to promote this product benefit and is achieving good sales results using this strategy.What phase of the Strategic Marketing Process is Mars at?
A)the advertising phase
B)the implementation phase
C)the control phase
D)the planning phase
Answer: B
Q3) Two major elements of the implementation phase of the strategic marketing process are:
A)segmenting the market and selecting target markets.
B)establishing a business mission and designing measurable goals and objectives.
C)designing the marketing mix and setting the budget.
D)executing the marketing program and designing the marketing organization.
Answer: D
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Page 4
Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) Use of Facebook has grown significantly in developing countries over the last couple of years as internet and smartphone connectivity has increased as well in these countries.This rising trend is an example of _____ forces.
A)economic
B)competitive
C)technological
D)social
Answer: C
Q2) One of the problems associated with self-regulation is:
A)the lack of a code of ethics.
B)information overload.
C)corporate espionage opportunities.
D)noncompliance by members.
Answer: D
Q3) Which product below is likely purchased using discretionary income?
A)a new watch
B)condo fees
C)grocery bill for milk
D)a new suit for work
Answer: A
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Chapter 4: Ethics and Social Responsibility in Marketing
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Sample Questions
Q1) Source Perrier S.A.,the supplier of Perrier bottled water,when it recalled 160 million bottles of water after traces of a toxic chemical were found in 13 bottles.The recall cost the company $35 million and $40 million more was lost in sales.Even though the chemical was not harmful to humans,the president of the company believed it was his duty to remove "the least doubt,as minimal as it might be,to weigh on the image of the quality and purity of our product." Perrier demonstrated what?
A)a corporate value consciousness
B)social marketing
C)recall marketing
D)stakeholder responsibility
Q2) Evergreen Memories sees the largest sales in which of its product lines?
A)tree seedlings/tree favors
B)eco-friendly funerals
C)locally made jams
D)recycled wood products such as pencils and cutting boards
Q3) What is the difference between standard charitable contributions and cause marketing?
Q4) Describe the three major forms or concepts of social responsibility.
Q5) Define social responsibility and discuss its three main concepts.
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Chapter 5: Consumer Behaviour
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Sample Questions
Q1) Consideration set is a term that means the same as:
A)contemplation set
B)awareness set
C)evoked set
D)inert set
Q2) In an attempt to sell more soft drinks and popcorn,a theatre owner embedded very brief messages in the feature film.The messages,which flashed on the screen for such a short time that moviegoers were not consciously aware of the message,urged consumers to 'Drink Coke' and to 'Eat Popcorn'.Research showed the messages were largely ineffective.This example suggests that:
A)selective perception overrides advertising messages.
B)selective exposure is difficult for marketers to overcome.
C)subliminal messages may be of limited value to marketers.
D)subliminal perception enables marketers to take advantage of consumers.
Q3) In Figure 5-2,column "A" represents which of the following?
A)Simulated selection
B)Routine response behaviour
C)Limited problem solving
D)Extended problem solving
Q4) What is consumer socialization?
Page 7
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Chapter 6: Organizational Markets and Buyer Behaviour
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Sample Questions
Q1) Marketers need to understand the buying centres with which they deal.A series of questions can be used to facilitate this process.Which of the following questions would be the LEAST useful when trying to understand the operations of a buying centre?
A)Which individuals are in the buying centre for the product or service?
B)What is the relative influence of each member of the group?
C)What are the buying criteria of each member?
D)What selection process was used to confirm membership in the buying centre?
Q2) In a regular buying situation,which role is likely to have the ultimate decision authority?
A)buyer
B)decider
C)influencer
D)purchaser
Q3) Which of the following is considered an advantage of online buying?
A)lowers transaction costs
B)reduces competition
C)reduces supplier's negotiating power
D)increases the number of ultimate consumers
Q4) What is the major limitation associated with the NAICS?
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Chapter 7: Reaching Global Markets
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Sample Questions
Q1) Which of the following statements accurately describes the global perspective on world trade?
A)Exports are of significantly greater importance than imports.
B)Imports are of significantly greater importance than exports.
C)Imports and exports should be complementary economic flows; imports affecting exports, and exports affecting imports.
D)The balance of exports and imports should always be kept in a state of equilibrium.
Q2) Someone who wanted to study the fact that in some nations black is a sign of mourning while in other nations white is a sign of mourning would be studying:
A)semiotics.
B)semantics.
C)serendipodics.
D)semaphorics.
Q3) Briefly describe what is meant by economic infrastructure and give an example of how each element of it may affect marketing plans.
Q4) What is the difference between cultural ethnocentricity and consumer ethnocentrism?
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Chapter 8: Marketing Research: From Information to Action
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Sample Questions
Q1) DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to have a prediction of how successful its sales efforts will be.One of the first things researchers did was to invite in a group of eight people with insurance to talk about home and auto insurance.Their conversation was recorded and later analyzed to determine if there were any differences between customers from different countries.This was an example of a(n):
A)experiment.
B)mechanical observation.
C)focus group.
D)research variable.
Q2) Referring to Figure 8-7,what is represented by the block identified as 'C'?
A)internal data sources
B)data warehouse
C)external data sources
D)buying queries
Q3) Explain how nonprobability sampling is different from probability sampling.
Q4) What is a panel? How is it used in marketing research? What disadvantage is associated with its use?
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Chapter 9: Market Segmentation, Targeting, and Positioning
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Sample Questions
Q1) A local coffee shop places significant value in using consumer demographic variables in segmenting their local market.Using the latest Canada Census covering topics of: education,age,and income will be important to use in which marketing step?
A)One.
B)Two.
C)Three.
D)Four.
Q2) What was the core reason why Zappos.com stopped shipping to Canada?
A)logistical issues
B)Canadian regulations
C)inability to offer WOW customer service
D)none, Zappos.com still ships to Canada
Q3) Leeper Publishing Company specializes in books on trout fishing in the United States.Next year,it expects to achieve total book sales of $187,000.What is this estimate called?
A)a marketing objective
B)a market penetration estimate
C)a market share estimate
D)a sales forecast
11
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Chapter 10: Developing New Products and Services
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Sample Questions
Q1) Loblaws required that Birds Eye pay $15,000 to get its new frozen stir-fry vegetable mix placed in the freezers of Loblaws supermarkets.This payment is called a _____ by Birds Eye.
A)retail goodwill fee
B)bribe
C)product support fee
D)slotting fee
Q2) If you watched much television,you have seen the ads that show a controlled crash of a car containing crash dummies and the resultant vehicular damage.In the new-product process,this test would occur during the _____ stage.
A)development
B)market testing
C)idea generation
D)screening and evaluation
Q3) Reviewing the reputation of support goods is most critical for which item?
A)KPMG audit services
B)Office Depot paper clips
C)Dufferin Quarries for gravel
D)Lenovo enterprise computer installers
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Page 12
Chapter 11: Managing Products and Brands
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Sample Questions
Q1) Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach.Today,you can purchase Original Alka-Seltzer,Extra Strength Alka-Seltzer,Alka-Seltzer Morning Relief (for morning headaches and fatigue),and Alka-Seltzer Heartburn Relief.To extend the product's sales to new markets,the makers of Alka-Seltzer have used:
A)a market-product strategy.
B)diversification.
C)market modification.
D)product modification.
Q2) A computer manufacturer runs a print ad that has a 'them versus us' feel.They place their two products side-by-side,while highlighting the advantages of theirs versus the competition.The purpose of this is to drive ________ demand for their product.
A)selective
B)primary
C)derived
D)generic
Q3) Explain the difference between trading up and trading down in repositioning a product.
Q4) What is multiproduct branding? What are its advantages and disadvantages?
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Chapter 12: Managing Services
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Sample Questions
Q1) All of the following are examples of technological convergence,except
A)Apple iPhone and iPad
B)Google TV and Chromecast
C)Samsung S4 and Galaxy gear watch
D)GE microwaves and GE refrigerators
Q2) Fred White has just accepted a sales position with the ABC Health Maintenance Organization,a major provider of health care services.He had been selling medical supplies for some time and found that he understood how customers bought medical supplies.Which of the following is likely to be a characteristic of the health care service purchase?
A)Customers are engaged in a low involvement purchase process.
B)The quality of services can be predetermined in a similar manner to tangible products.
C)The buyer does not participate in producing the service.
D)A consumer may not have the ability to judge the quality of medical care service even after the service has been provide
Q3) List and describe how the key technological elements of the future will help consumers save time.
Q4) What is the difference between intangibility and inseparability of services?
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Page 14
Chapter 13: Pricing Products and Services
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Sample Questions
Q1) "The customer is our enemy; the competitor is our friend." That's the unofficial world-view of $11-billion-in-sales Archer Daniels Midland (ADM),according to FBI mole-executive Mark Whitacre in an interview.Given this information,which of the following illegal pricing practices would ADM have been most likely to engage in?
A)price fixing
B)dynamic pricing
C)price differentiation
D)FOB origin pricing
Q2) Which of the following statements about the factors that influence demand is true?
A)As the availability of close substitutes increases, the demand for a product increases.
B)As real consumer income increases, demand for a product increases.
C)As the price of close substitutes increases, demand for a product increases.
D)Changing consumer tastes have little impact on demand for a product.
Q3) Describe a pricing objective used by many Japanese firms.
Q4) Argue one side of the following statement: Companies who charge premium pricing for required goods (such as home heating and pharmaceuticals)should be allowed to.
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Page 15
Chapter 14: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) In an episode of the Andy Griffith television series,two local farmers were selling the produce they grew on their farms from the back of their pickup trucks to local people that drove by on the road.The farmers selling their products without wholesalers or retailers were an example of a:
A)roadside channel of distribution.
B)traveling channel of distribution.
C)intermediate channel of distribution.
D)direct channel of distribution.
Q2) Activities that focus on getting the right amount of the right product to the right place at the right time at the lowest possible cost are called:
A)strategic distribution.
B)movement and storage.
C)logistics.
D)direct selling.
Q3) Describe the typical stages involved in the processing of customer orders.
Q4) Why is customer service said to be highly situational?
Q5) As the level of customer service increases,what happens to total logistics costs?
Page 16
Q6) What reasons do companies use to justify the carrying of extensive inventories?
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Chapter 15: Retailing
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Sample Questions
Q1) According to Figure 15-7,segment "D" represents which stage in the retail life cycle?
A)Decline
B)Early growth
C)Accelerated development
D)Maturity
Q2) Shoppers who use a retailer's dedicate mobile app are ________ more likely to buy in-store.
A)10 percent
B)20 percent
C)30 percent
D)40 percent
Q3) Winners is known for carrying many high-end brands,but offering them at lower prices.This is called the:
A)below-cost retailing
B)off-price retailing
C)branded-retailing
D)high-brand low-price retailing
Q4) Briefly describe the three ways retail outlets can be classified.
Q5) What is the retail positioning matrix? Give an example.
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Chapter 16: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) A message is conveyed by means of a _____ such as a salesperson,advertising media,or public relations tools.
A)encoding device
B)promotional program
C)channel of communication
D)direct feedback loop
Q2) At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?
A)introduction
B)growth
C)maturity
D)incubation
Q3) For a message to be communicated effectively,the sender and receiver must have a mutually shared:
A)length and breadth of experience with a given product.
B)promotional mix.
C)area of expertise.
D)field of experience.
Q4) List the key elements of the communication process.Briefly describe each.
Page 18
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Chapter 17: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) Which of the following statements describes a problem with using humorous appeals in advertising?
A)What adults find humorous, children do not.
B)What children find humorous, adults do not.
C)Most humorous advertisements offend someone.
D)Humour tends to wear out quickly, boring the consumer.
Q2) An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name or sign of a product in the ad.This ad was an example of _____ advertising.
A)competitive institutional
B)competitive product
C)reminder institutional
D)pioneering product
Q3) All of the following steps are part of the planning process used to develop an organization's advertising program EXCEPT:
A)identify the target audience.
B)specify the advertising objectives.
C)set the advertising budget.
D)pretest the advertising.
Page 19
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Chapter 18: Personal Selling and Sales Management
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Sample Questions
Q1) Which type of sales presentation would be suitable for an inexperienced,less knowledgeable salesperson?
A)need-satisfaction presentation
B)canned sales presentation
C)stimulus-response presentation
D)cold canvassing
Q2) Suggestive selling is a type of:
A)formula selling presentation.
B)stimulus-response presentation.
C)needs-satisfaction presentation.
D)hard sell presentation.
Q3) Salesforce is a tool that can be used in:
A)Sales management
B)Team selling
C)Personal selling
D)Relationship marketing
Q4) What are the three major roles of personal selling in a firm's overall marketing effort?
Q5) Describe how job descriptions translate into a statement of job qualifications and the components of each?
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Chapter 19: Pulling It All Together: The Strategic Marketing Process
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Sample Questions
Q1) The actions taken in situation (SWOT)analysis,or Step 1 of the planning phase,include: 1)identify industry trends,2)__________,3)assess own company,and 4)research customers.
A)set market and product goals
B)select target markets
C)find points of difference
D)analyze competitors
Q2) The Molson-Coors merger created the fifth largest brewing company in the world.It also created:
A)value-based marketing.
B)a high sales response function.
C)synergies.
D)new retail outlets.
Q3) The market-product grid:
A)shows the fastest areas of industry growth.
B)enumerates all possible competitive firms.
C)helps identify important marketing and production efficiencies.
D)pinpoints alternatives and uncertainties.
Q4) Define synergy and describe how Loblaw's purchasing Shoppers Drug Mart will create synergies for Loblaw.
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Chapter 20: Using Social Media to Connect With Consumers
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Sample Questions
Q1) A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a:
A)wiki.
B)blog.
C)net platform.
D)Facebook page.
Q2) Which of the following statements is true about Facebook?
A)Facebook is second to Twitter in the number of registered users.
B)Facebook has remained a "closed system," which means outside search engines such as Google or Bing cannot catalogue information about a particular brand or topic.
C)Facebook is the social media website where users upload more videos to its site than any other site.
D)Facebook's official smartphone app uses location-based technology so users can "check-in" to local businesses to receive targeted promotional offers.
Q3) Discuss the differences between traditional print media and social media with regard to expense and access,permanence and credibility,and social authority.
Q4) What are the main ways brand managers can use Twitter?
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