Strategic Marketing
Textbook Exam Questions
Course Introduction
Strategic Marketing explores the key principles and practices essential for developing effective marketing strategies in a dynamic business environment. The course emphasizes market analysis, segmentation, targeting, positioning, and the integration of marketing mix elements to achieve organizational objectives and create customer value. Students will engage with real-world case studies and analytical tools to understand competitive advantage, brand management, and the formulation and implementation of long-term marketing plans. Through a combination of theory and practical application, this course prepares students to make informed marketing decisions that align with broader business strategies.
Recommended Textbook
Marketing 4th Edition by Dhruv Grewal
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) How should marketers determine prices?
Answer: Prices should be based on potential customers' perceptions of value.
Q2) During the period 1920-1950,what changes in the United States contributed to the shift from a production orientation to a sales orientation?
Answer: Improved production and distribution techniques increased output,while the Great Depression and World War II depressed demand,resulting in supply greater than demand and increased emphasis on selling and advertising.
Q3) Of primary interest to marketers are __________ buyers.
A) centrally controlled
B) unqualified and underserved
C) qualified potential
D) first-time
E) C2C
Answer: C
Q4) Entrereneurial companies are unable to control their marketing mixes.
A)True
B)False
Answer: False
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Suppose your university made a sizable investment in its career services--additional counselors,increased efforts to bring in recruiters,and other services aimed at helping students to find jobs.This investment would enhance the university's _____________ in an attempt to create value for students and recent graduates.
A) segmentation strategy
B) place strategy
C) locational excellence strategy
D) diversification strategy
E) product strategy
Answer: E
Q2) Isaac is looking for ways to offer new goods and services to his existing customers.He is pursuing a market development strategy.
A)True
B)False
Answer: False
Q3) Price should be based on the value that the customer perceives.
A)True
B)False
Answer: True
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Chapter 3: Social and Mobile Marketing
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Sample Questions
Q1) It is not possible to measure an individual's social impact regarding social media usage.
A)True
B)False
Answer: False
Q2) Suppose that a restaurant near campus wants to use social media to get more students to visit the restaurant.The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page.Describe some data the restaurant should collect to measure the effectiveness of the campaign.
Answer: A good starting point is to measure the number of page views received by the page explaining the promotion.Next,measure the number of "likes" that occur while the promotion is ongoing,although some of those might have occurred even without the promotion.Finally,the number of times someone redeems the free-dessert offer should be measured.
Q3) Briefly describe the three-stage process for engaging customers using social and mobile media.
Answer: The three-stage process is listen to what customers have to say,analyze the information available through various touch points,and finally implement (or do)social media tactics to excite customers.
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Page 5
Chapter 4: Marketing Ethics
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Sample Questions
Q1) After a firm has identified the various stakeholders and their issues and gathered the available data,all parties relevant to the decision should engage in brainstorming and evaluation of alternatives.__________ then review and refine these alternatives,and choose a course of action.
A) Managers
B) The firm's lawyers
C) Key customers
D) Community leaders
E) All stakeholders
Q2) Short-term profitable decisions can cause firms to lose customers in the long run.
A)True
B)False
Q3) What short-run versus long-run ethical dilemma do marketers often face?
Q4) Each individual's ethical standards are a product of culture and upbringing.
A)True
B)False
Q5) Why do the authors state that "using profit as the sole guiding light for corporate action" can harm the company?
Q6) What types of unethical behavior are most frequently encountered in marketing?
Page 6
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Chapter 5: Analyzing the Marketing Environment
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Sample Questions
Q1) Suppose that you work in the marketing department at AARP,an organization and interest group for individuals aged 50 and over.The new marketing manager,who is in her late 20s,doesn't think the website is important because older people don't use the Internet.Is she right or wrong,and why?
Q2) The U.S.Federal Trade Commission created the Do Not Call Registry to curb problems with unwanted telephone solicitations.Which of the following was NOT one of the results?
A) Honest telemarketers found it easier to reach customers.
B) Dishonest telemarketers found it relatively easier to get through.
C) Consumers received fewer telephone calls.
D) Companies were forced to move away from telemarketing approaches.
E) All of these were results.
Q3) The __________ generational cohort is characterized by the question,"Why shop at Neiman Marcus when Kohl's and Target are just as good,cheaper,and more convenient?"
A) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z
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Page 7
Chapter 6: Consumer Behavior
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Sample Questions
Q1) "Black Friday," as the day after Thanksgiving has come to be known in the U.S.,is a day marked by many special deals in most retail stores,including deep-discounted products available in limited quantities,called "doorbusters," and designed to get shoppers into the store.But one danger of running out of the "doorbuster" deals is that a shopper may become angry or discouraged at failing to get the special item,and decide not to do any more shopping.This is an example of the impact of __________ on the consumer decision process.
A) the purchase situation
B) lifestyle
C) temporal state
D) perception
E) learning
Q2) Why are attitudes important in consumer decision making?
Q3) The buying process begins with a comparison of available alternatives.
A)True
B)False
Q4) Naomi knows that habitual purchasers make great customers for her coffee shop.How can Naomi attract and maintain habitual purchasers?
Q5) Why should marketers not set unrealistically high consumer expectations?
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Chapter 7: Business-To-Business Marketing
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Sample Questions
Q1) Which of the following is NOT true about web portals?
A) Small companies use them to attract more attention to their purchasing needs.
B) Many specialty portals have been created to serve specialized needs.
C) Portals are strictly for buying and selling tangible products.
D) They can save companies money and reduce paperwork.
E) All of these statements are true about web portals.
Q2) Suppose that Volkswagen is preparing an RFP for a hands-free phone connection for a new car model.Which of the following would you NOT expect to find in the RFP?
A) A description of the required features for the device.
B) A time frame when the devices are needed.
C) Specifications for connecting the device to the car.
D) A vendor analysis.
E) Instructions for preparing proposals.
Q3) The final step of the business-to-business buying process is a formal vendor analysis.
A)True
B)False
Q4) 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?
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Chapter 8: Global Marketing
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Sample Questions
Q1) The shift of population from rural to urban areas in countries such as India helps global marketers by
A) decreasing pollution.
B) simplifying the supply chain needed to make goods and services available.
C) increasing the human development index.
D) decreasing competition for intellectual capital.
E) increasing nonmaterial GDP output.
Q2) When firms pool their resources to enter a new market,they create a(n)
A) franchise.
B) export promotion.
C) joint venture.
D) direct investment.
E) strategic alliance.
Q3) Brazil is characterized by strong upper and lower classes,but the middle class has declined in recent years.
A)True
B)False
Q4) What are Geert Hofstede's five cultural dimensions concepts? What is the value of his cultural dimensions concept to global marketers?
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Chapter 9: Segmentation,Targeting,and Positioning
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Sample Questions
Q1) The STP process is made up of strategy,targeting,and promotion.
A)True
B)False
Q2) Identify two methods used in segmenting markets and give an example of a situation where each might be used.
Q3) Within a perceptual map,a(n)__________ represents where a particular market segment's desired product would lie.
A) point of parity
B) strategic target
C) PRIZM cluster
D) ideal point
E) benefit centroid
Q4) One of the reasons marketers use loyalty segmentation is
A) the high cost of finding new customers.
B) government tax incentives for loyalty.
C) accounting difficulties associated with identifying new customers.
D) rapid population increases.
E) the failure of micromarketing as a workable strategy.
Q5) Why do marketers often use perceptual maps when developing positioning strategies?
11
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Chapter 10: Marketing Research
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Sample Questions
Q1) Quentin is in a group of eight to twelve people and is being asked questions by a trained moderator.Quentin is part of an in-depth interview group.
A)True
B)False
Q2) When the detailed opinions of a few industry experts or experienced consumers are needed,__________ are often the best qualitative research method.
A) focus groups
B) surveys
C) social media studies
D) in-depth interviews
E) secondary data mining studies
Q3) A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.
A)True
B)False
Q4) Why would a researcher want to change the sequence of steps in the marketing research process?
Q5) How can developing a questionnaire be part art and part science?
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Chapter 11: Product,Branding,and Packaging Decisions
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Sample Questions
Q1) __________ is the number of items within a product line.
A) Brand equity
B) Product line breadth
C) Product line depth
D) Product mix depth
E) Product mix breadth
Q2) A __________ package is the one a consumer uses.A __________ package is used by retailers to display and sell the product.
A) secondary; primary
B) generic; private label
C) primary; secondary
D) corporate; manufacturer's
E) co-branded; licensed
Q3) A product is __________ that can be offered through a voluntary marketing exchange.
A) the combination of a firm's marketing mix
B) the brand associations
C) the category depth
D) a tangible item
E) anything of value to consumers
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Chapter 12: Developing New Products
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Q1) In the United States,most consumer packaged goods found in grocery and discount stores are in the ________ stage of the product life cycle.
A) growth
B) pioneer
C) introduction
D) decline
E) maturity
Q2) During the _____________ stage of the product life cycle,sales peak and profits begin to decline as competition becomes intense.
A) introduction
B) leveling
C) maturity
D) growth
E) decline
Q3) Describe a product that is in the early majority stage of the new product diffusion curve.
Q4) Which step in the new product development process is the most critical to the survival of a firm,and why?
Q5) What is the difference between an innovator and an early adopter?
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Chapter 13: Services: The Intangible Product
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Sample Questions
Q1) The marketing of services differs from product marketing because services are all of these EXCEPT
A) intangible.
B) inseparable.
C) variable.
D) renewable.
E) perishable.
Q2) A __________ gap reflects the difference between customers' expectations and the firm's perception of those customer expectations.
A) seniority
B) knowledge
C) standards
D) delivery
E) communication
Q3) What are the potential gaps in the Gaps Model? What is it designed to do?
Q4) When visiting a museum,you would expect to find knowledgeable museum guides who would be able to give you historical information on the museum's collections and special exhibitions.If you did not find any trained museum guides to assist you,then the museum has what type of gap? Explain why you chose your answer.
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Chapter 14: Pricing Concepts for Establishing Value
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Sample Questions
Q1) If consumers are more sensitive to price increases than price decreases,what does that say about price elasticity of demand?
Q2) If firms price their products too low,it may
A) result in lower costs.
B) create a premium pricing effect.
C) increase contribution per unit.
D) result in inelastic demand.
E) signal poor quality.
Q3) Variable costs change with A) changes in fixed costs.
B) changes in cross-price elasticity.
C) changes in target return pricing.
D) changes in the quantity being produced.
E) competitive parity.
Q4) Price is the cash expenditure plus taxes that consumers have to pay for a good or service.
A)True
B)False
Q5) How can brand loyalty affect the price elasticity of demand for a firm's products?
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Chapter 15: Strategic Pricing Methods
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Questions
Q1) 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.
Q2) Compared to other pricing methods,__________ pricing is relatively simple.
A) improvement value
B) value-based
C) cost of ownership
D) reference-based
E) cost-based
Q3) Proving that a company has engaged in the deceptive bait and switch practice is easy.
A)True
B)False
Q4) What are slotting allowances? Why do some marketers consider them unfair?
Page 17
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Chapter 16: Supply Chain and Channel Management
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Q1) Dawn works for a firm that buys products directly from the manufacturer and sells them to retailers,who then sell the products to consumers.Dawn works for a
A) retail distribution center.
B) retail jobber.
C) store representative.
D) wholesaler.
E) manufacturer's representative.
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) Why is mutual trust important in managing a supply chain?
Q4) Give examples of the kinds of information flows that take place between a store and its consumers,a distribution center,and a manufacturer.
Q5) What types of firms typically operate distribution centers?
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Chapter 17: Retailing and Multichannel Marketing
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Q1) Belinda is opening an upscale outdoor cooking equipment store.No other store in her market area carries similar items.Belinda is counting on her product line differentiation to distinguish her business from the competition.What problem might Belinda encounter?
Q2) Many retailers and some manufacturers are exploring the use of a multichannel strategy in which they sell in more than one channel,for example,the Internet and stores.
A)True
B)False
Q3) Which type of store is small and offers a limited merchandise assortment at very low prices?
A) extreme value retailers
B) specialty stores
C) outlet stores
D) limited assortment supermarkets
E) convenience stores
Q4) What is the goal of newspaper,magazine,and television advertising for brick-and-mortar retailers?
Q5) In what type of retail situation would the old cliché "location,location,location" be true?
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Chapter 18: Integrated Marketing Communications
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Q1) The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer.Volunteers send text messages to their friends' cell phones asking them to donate.Which type of marketing communication does this represent?
A) Mobile marketing
B) Public relations
C) Personal selling
D) Sales promotions
E) Advertising
Q2) _______________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer,product,or service.
A) Product familiarity
B) Brand association
C) Brand awareness
D) Marketing recall
E) Cognitive association
Q3) How have changes in the way consumers purchase goods and services contributed to the growth in the use of direct marketing IMC efforts?
Q4) How is advertising different from publicity?
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Page 20
Chapter 19: Advertising,public Relations,and Sales Promotions
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Q1) Kevin is recognized by his friends as an activist on many fronts.He prefers to buy products from firms that will donate part of the total price of his purchase to organizations he supports.Marketers recognize that this approach can be an important competitive tool; it is called
A) social activist marketing.
B) voluntary premium pricing.
C) cause-related marketing.
D) business / social responsibility.
E) the do-gooder syndrome.
Q2) 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
Q3) Which of the two types of appeals does each of these ads represent?
(a)"Be all you can be in the Army."
(b)"Enlist in the Army today for $20,000 in educational support."
Page 21
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Chapter 20: Personal Selling and Sales Management
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Q1) Regina has made the same sales presentation twice a day for almost a month.At first,the presentation seemed to flow nicely but lately it has not seemed as effortless as it initially was.Regina might ask another sales rep to participate in _______________ and critique her presentation.
A) requalifying leads
B) approach dynamics
C) closing the sale
D) role playing
E) cold calling
Q2) In Arthur Miller's play,Death of a Salesman,Willie Loman portrays A) a leading example of an ethical salesman.
B) the loneliness of a traveling salesman.
C) the ruthlessness of a pushy salesman.
D) the lifestyle and success of people in sales.
E) the value salespeople provide to consumers.
Q3) The first step in the personal selling process is the preapproach.
A)True
B)False
Q4) Explain the ethical and legal issues that may arise between a salesperson and the customer.
Page 22
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