Strategic Marketing Review Questions
Course Introduction
Strategic Marketing explores the processes and frameworks essential for developing, implementing, and evaluating marketing strategies that drive organizational success. The course examines how firms analyze market environments, identify opportunities, segment and target customers, position offerings, and create cohesive marketing plans aligned with overarching business goals. Students gain insights into competitive analysis, brand management, value creation, and the integration of digital and global considerations into strategic decision-making. Through case studies and practical applications, the course equips participants with the analytical tools and strategic mindset necessary to navigate complex market dynamics and achieve sustainable competitive advantage.
Recommended Textbook
Marketing 3rd Canadian Edition by
Dhruv Grewal
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18 Chapters
2161 Verified Questions
2161 Flashcards
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) Explain in detail the concept of the marketing mix.
Answer: Marketing traditionally has been divided into a set of four interrelated decisions known as the marketing mix,or four Ps: product,price,place,and promotion.Together,the four Ps comprise the marketing mix,which is the controllable set of activities that a firm uses to respond to the wants of its target markets.The fundamental purpose of marketing is to create value by developing a variety of offerings,including goods,services,and ideas,to satisfy customer needs.Everything has a price,though it does not always have to be monetary.Price,therefore,is everything the buyer gives up-money,time,energy-in exchange for the product.Marketers must determine the price of a product carefully on the basis of the potential buyer's belief about its value.The third P,place,describes all the activities necessary to get the product from the manufacturer or producer to the right customer when that customer wants it.Promotion is communication by a marketer that informs,persuades,and reminds potential buyers about a product or service to influence their opinions or elicit a response.
Q2) Marketing is now an activity that is designed exclusively to produce and sell products.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Which of the following is the final step in the marketing planning process of an organization?
A) Performing a situational analysis of an organization
B) Identifying the opportunities present in a market
C) Evaluating the business objectives of an organization
D) Evaluating the performance by using marketing metrics
E) Implementing the marketing mix within an organization
Answer: D
Q2) In which of the following phases of a marketing plan is a SWOT analysis performed?
A) Planning
B) Execution
C) Initiation
D) Control
E) Implementation
Answer: A
Q3) List a few financial performance metrics that an organization commonly uses.
Answer: Some commonly used metrics to assess performance include revenues,or sales,and profits.A firm can determine why it achieved or did not achieve its performance goals using this metrics.
Page 4
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Culture is defined as the shared meanings,beliefs,morals,values,and customs of a group of people.
A)True
B)False
Answer: True
Q2) Cathy wants to open a grocery store in a community that has a large migrant population.What steps does Cathy need to take to make her store successful among the local Canadians as well as the different ethnic groups who have migrated to Canada?
Answer: Student answers will vary.The following steps can be taken by Cathy: creating a value-driven store with low prices,including an extended international foods aisle; adapting signs and flyers to feature different languages; advertising in ethnic-targeted media; celebrating important ethnic holidays; and offering ethnic merchandise for sale and merchandising it correctly.
Q3) Parties that work with the focal firm are its corporate partners.
A)True
B)False
Answer: True
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Chapter 4: Analyzing the Market Environment
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Sample Questions
Q1) The purchase of highly expressive products that carry greater risks and that are more important to consumers involve more evaluation than the purchase of products that are less expressive or that have lower perceived risks.
A)True
B)False
Q2) Convenience goods or services are products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers.
A)True
B)False
Q3) Mario is launching a new washing machine detergent in the market that promises the best possible results.Explain the steps that Mario can take to ensure postpurchase satisfaction.
Q4) Determinant attributes are neither rational nor psychologically based.
A)True
B)False
Q5) Tracie buys only certain brands and shops only at certain stores,and does not consider any other brands or firms in her decision.What is Tracie displaying here? Explain.
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Chapter 5: Consumer Behavior
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Sample Questions
Q1) Observing the after-effects of Hurricane Katrina,many states re-evaluated the requirements for construction materials used in coastal area building projects.Which of the following should vendors pay attention to regarding construction material requirements?
A) Derived demand
B) Reciprocal buying
C) Autocratic buying
D) Product specifications
E) Straight rebuys
Q2) Which of the following tends to be the largest group of purchasers of goods and services in most countries?
A) Central governments
B) Manufacturers
C) Wholesalers
D) Gatekeepers
E) Retailers
Q3) What is the significance of white papers in B2B markets?
Q4) What is organizational culture? How does it influence purchasing decisions in business-to-business (B2B)markets?
Q5) Explain the different types of buying situations.
Page 7
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Chapter 6: Business-To-Business Marketing
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Sample Questions
Q1) Childcare Inc.produces baby products.It provides product samples to parents-to-be in order to capture a share of their future purchases.It has created a website where parents can get expert parenting advice.It targets potential user groups who can be converted into heavy users.In this case,the company is using:
A) occasion segmentation.
B) loyalty segmentation.
C) geodemographic segmentation.
D) undifferentiated segmentation.
E) perceptual segmentation.
Q2) Self-value is the image people have of themselves.
A)True
B)False
Q3) You are a product manager in a pharmaceutical company.You have developed a new drug to treat a particular terminal illness.How,as a manager,would you segment,target,and position the market for the pharmaceutical company? How would you position the new drug?
Q4) Explain the concept of PSYTE cluster profiles.
Q5) Discuss the use of value as a positioning method with examples.
Q6) Explain the steps that marketers can follow to derive a perceptual map.
Page 8
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Chapter 7: Global Marketing
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Sample Questions
Q1) What are the factors that have to be considered before starting a marketing research project?
Q2) What are the guidelines provided by the Canadian Marketing Association for conducting marketing research?
Q3) Which of the following is a source of secondary data?
A) Focus groups
B) Surveys
C) In-person interviews
D) Census data
E) Experiments
Q4) Which of the following is a benefit of using in-depth interviews as a research method?
A) They are useful when consumers are unable to articulate their experiences.
B) They can provide an historical context for the phenomenon of interest.
C) They are the most cost-effective method for reaching a large sample of consumers.
D) They yield quantitative data that can be analyzed using sophisticated statistical analysis.
E) They are relatively inexpensive compared to other primary research methods.
Q5) What are the advantages of primary research?
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Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Which of the following processes is used to test the performance of a product prototype and is carried out in the research and development unit of a firm?
A) Alpha testing
B) Beta testing
C) Premarket testing
D) Test marketing
E) Concept testing
Q2) The category of buyers that tends to enjoy novelty and is regarded as opinion leaders for particular product categories and spreads the word are called:
A) early adopters.
B) early majority.
C) late majority.
D) innovators.
E) laggards.
Q3) Disruptive products require a higher level of learning from consumers.
A)True
B)False
Q4) What advantages do pioneers have in a market?
Q5) How does the use of the adoption cycle benefit firms?
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Chapter 9: Marketing Research
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Sample Questions
Q1) Cobranding occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.
A)True
B)False
Q2) The complete set of all products offered by a firm is called the:
A) augmented product.
B) product mix.
C) customer lifetime value.
D) brand equity.
E) core customer value.
Q3) The basic problem-solving benefits that consumers are seeking are defined by the: A) augmented product.
B) product mix.
C) customer lifetime value.
D) brand strategy.
E) core customer value.
Q4) Explain how firms can increase or decrease product mix breadth.
Q5) Explain how brands add value for both customers and a firm.
Q6) Explain the concept of generic brands.
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Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) Kerry Inc.,a garment exporter,established detailed guidelines pertaining to garment shipping and return policies of its firm.This move has tended to reduce consumer grievances and uncertainty associated with international shipping.Which of the following has been established by Kerry in the given scenario?
A) Procedural fairness
B) Inseparability
C) Empowerment
D) Distributive fairness
E) Zone of tolerance
Q2) A retirement home has provided bicycles to its residents to help them move around the housing area.However,the residents are not keen on using this service and prefer to use golf carts instead.This is an example of which type of gap?
A) Communication
B) Delivery
C) Standards
D) Knowledge
E) Common
Q3) Why is the perishability of services a challenge for marketers?
Q4) What is a voice-of-customer program?
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Chapter 11: Developing New Products
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Sample Questions
Q1) A store that sells hockey equipment offers a discount if a customer also buys a pair of skates.The combined purchase costs less than it would cost the customer to buy the products individually.This is an example of:
A) predatory pricing.
B) price bundling.
C) price lining.
D) leader pricing.
E) price fixing.
Q2) A company manufactures tires that are sold to retailers as well as automobile companies.What kind of pricing tactics is likely to be advantageous for different customers?
Q3) Explain the difference between a cumulative quantity discount and a noncumulative quantity discount.
Q4) All three gyms decide to charge a higher fee from men.This is an example of:
A) predatory pricing.
B) vertical price fixing.
C) external reference allowance.
D) price discrimination.
E) bait and switch.
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Chapter 12: Services: The Intangible Product
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Sample Questions
Q1) A facility for the receipt,storage,and redistribution of goods to company stores or customers that may be operated by retailers,manufacturers,or distribution specialists is called a:
A) procurement centre.
B) supply network.
C) warehouse.
D) processing centre.
E) distribution centre.
Q2) Explain how distribution channels add value.
Q3) A system in which the parent company has complete control and can dictate the priorities and objectives of the supply chain is referred to as a(n)_____ vertical marketing system.
A) administered
B) corporate
C) co-ordinative
D) contractual
E) member control
Q4) Briefly explain an exclusive distribution strategy.
Q5) Explain how supply chain management affects marketing.
Q6) What is electronic data interchange?
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Chapter 13: Pricing Concepts for Establishing Value
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Sample Questions
Q1) Which of the following provide a consistent experience for customers that helps overcome the difficulty of not being able to touch and feel merchandise prior to purchase online?
A) Presentation
B) Kiosks
C) Catalogues
D) Promotion
E) Brands
Q2) Shannon has limited time for shopping and prefers to buy tissues,grooming products,and other household needs from the same stores where she buys her groceries at low prices.Which of the following types of retailers is best suited for Shannon?
A) Off-price retailers
B) Services retailers
C) Discount stores
D) Specialty stores
E) Category specialists
Q3) Explain off-price retailers with an example.
Q4) How can retailers differentiate themselves from other retailers in the competitive market?
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Chapter 14: Strategic Pricing Methods
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Sample Questions
Q1) Occasions manufactures greeting cards.Its new advertisement announces great discounts on its cards for the Christmas season.The advertisement is printed in the local newspapers and aired on the local TV network.The local newspapers and the local TV network constitute the:
A) noise.
B) encoding.
C) decoding.
D) communication channel.
E) feedback loop.
Q2) Which of the following includes monitoring key indicators,such as daily or weekly sales volume,while the advertisement is running to shed light on any problems with the message or the medium?
A) Tracking
B) Impressions
C) Pretesting
D) Pulsing
E) Post-testing
Q3) Advertising these days is increasingly placed online and is interactive.
A)True
B)False
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Chapter 15: Supply Chain and Channel Management
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Sample Questions
Q1) Which of the following types of advertising is used to prompt repurchases,especially for products that have gained market acceptance and are mostly in the maturity stage of their life cycle?
A) Informative
B) Persuasive
C) Influential
D) Reminder
E) Interpretive
Q2) Which of the following is a merchandise presentation typically placed at a store's checkout counter?
A) A POP display
B) A sales contest
C) A special deal
D) A marketing contest
E) A loyalty program
Q3) Discounts and allowances are effective incentives used to maintain or increase inventory levels in the distribution channel.
A)True
B)False
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Page 17
Chapter 16: Retailing and Multichannel Marketing
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Sample Questions
Q1) Which of the following is NOT an objective of marketing communications using the 4E framework?
A) Exciting customers
B) Educating customers
C) Enabling customers to Experience products
D) Enabling customers to Engage with their social network
E) Evaluating customers
Q2) In terms of the 4E framework,mobile marketing is particularly useful for:
A) responding to customer complaints or compliments.
B) enhancing customers' experience with products and services.
C) engaging customers by responding to their communications.
D) educating customers about a firm's offerings.
E) creating excitement with consumers at the time of sale.
Q3) In the context of people who use social networking sites,those who genuinely focus on helping others are categorized as:
A) sharers.
B) professionals.
C) creators.
D) bonders.
E) responders.
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) Firms must adjust their products and services to meet the needs of national target market(s),but must not alter their marketing mix to serve the needs of global markets.
A)True
B)False
Q2) The entry strategy that offers firms complete control over their operations in a foreign country is known as:
A) franchising.
B) joint venture.
C) direct investment.
D) exporting.
E) strategic alliance.
Q3) What is glocalization?
Q4) Why is global STP more complicated than domestic STP?
Q5) Some criticize that when U.S.firms enter foreign markets,the U.S.products and services overwhelm the local culture.This is an example of cultural imperialism.
A)True
B)False
Q6) What is cultural imperialism?
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Chapter 18: Advertising, Public Relations, and Sales Promotions
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Sample Questions
Q1) As part of its emergency response plan to a crisis situation related to the safety of employees,Frazer Inc.closed down several of its steel-cutting factories.Although the media reported that Frazer's decision had a ripple effect throughout the steel industry,the company's reputation,credibility,and trustworthiness did not suffer.In the context of strategic planning,Frazer considered whether the firm:
A) should change its sourcing strategy.
B) should relocate its production to an underdeveloped country.
C) should change its target market.
D) had systems in place to respond to emergency requirements.
E) had the standing to impact other firms in the same industry.
Q2) One of the reasons marketers are frequently singled out for criticism is because they interact directly with people.
A)True
B)False
Q3) It is possible to have more than one right answer to ethical dilemmas.
A)True
B)False
Q4) Explain a firm's corporate social responsibility in terms of its stakeholder categories.
Page 20
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