Marketing Strategy Study Guide
Questions
Course Introduction
Marketing Strategy explores the formulation, implementation, and evaluation of marketing initiatives that drive competitive advantage in dynamic markets. The course covers essential concepts such as market analysis, segmentation, targeting, positioning, branding, and value proposition development. Students learn to analyze market environments, assess customer needs, and create integrated marketing plans that align with organizational objectives. Through case studies, real-world examples, and hands-on projects, students develop practical skills in strategic decision-making, resource allocation, and performance measurement, preparing them to address challenges and leverage opportunities in contemporary marketing landscapes.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by Kenneth E. Clow
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15 Chapters
2969 Verified Questions
2969 Flashcards
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Chapter 1: Integrated Marketing Communications
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.
A)True
B)False
Answer: True
Q2) A brand's website, store display, and advertisements are examples of:
A) contact points.
B) marketing plans.
C) promotional programs.
D) marketing objectives.
Answer: A
Q3) Digital marketing seeks to:
A) reach consumers when they are not busy.
B) replace television as the primary method of advertising.
C) create experiences with a brand rather than mere purchases with little or no emotion.
D) decrease the level of brand parity through interactive advertising.
Answer: C
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Page 3
Chapter 2: Corporate Image and Brand Management
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200 Flashcards
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Sample Questions
Q1) From a consumer's perspective, what are the benefits of a strong brand image?
Answer: 1. Assurance regarding purchase decisions of familiar products in unfamiliar settings
2. Assurance concerning purchases where there is little previous experience
3. Reduction of search time in purchase decisions
4. Psychological reinforcement and social acceptance of purchase decisions
Q2) Social media does not play a role in brand building because it involves consumers interacting with each other.
A)True
B)False
Answer: False
Q3) Manufacturers are using all the following methods to respond to inroads made by private labels, except:
A) modifying the brand's position in the marketplace.
B) expanding product offerings.
C) using alternative promotional methods.
D) improving in-store displays and packaging.
Answer: A
Q4) What are the four types of brand names?
Answer: Overt names, implied names, conceptual names, iconoclastic names.
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Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) From a marketing perspective, it is harder to strengthen a linkage that already exists than to create a new linkage or modify a current linkage in an individual's cognitive map.
A)True
B)False
Answer: False
Q2) In terms of personality, an extrovert is likely to display each of the following characteristics within the buying center except:
A) spend more time talking within the buying center.
B) become more involved in the buying process.
C) not ask important questions.
D) not listen to others in the group.
Answer: C
Q3) Name the steps of the consumer buying decision-making process.
Answer: 1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase evaluation
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5
Chapter 4: The IMC Planning Process
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191 Flashcards
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Sample Questions
Q1) The current trend in dealing with ethnic groups is to create separate campaigns for each ethnic group.
A)True
B)False
Q2) When Mercedes Benz promises the finest luxury automobile, the positioning approach being used is:
A) competitors.
B) price-quality relationship.
C) use or application.
D) cultural symbol.
Q3) The primary goal of the meet-the-competition method of developing a marketing communications budget is to prevent the loss of market share.
A)True
B)False
Q4) Consumers within a market segment tend to be homogeneous, which means they are different.
A)True
B)False
Q5) Briefly describe the steps in the IMC planning process.
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Chapter 5: Advertising Management
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.
A)True
B)False
Q2) A media service company:
A) negotiates contract rates between the agency and the client.
B) negotiates pay rates for creatives and advertising performers.
C) negotiates and purchases media packages.
D) handles direct marketing efforts.
Q3) In a creative brief, the message theme is:
A) a form of leverage point.
B) the media choices a company makes.
C) the key idea(s) an advertisement conveys.
D) the type of appeal that is used in an advertisement.
Q4) A top-of-mind brand is the:
A) company's chief competitor, as identified by a competitive analysis.
B) brand that comes to mind in a product category when asked to name the first brands a person can think of.
C) most expensive good or service in a product category.
D) purchasing alternative when the primary product is not available.
Page 7
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Chapter 6: Advertising Design
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282 Verified Questions
282 Flashcards
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Sample Questions
Q1) What are the advantages and disadvantages of comparative ads?
Q2) Emotional appeals are popular because:
A) they are better at getting a viewer's attention than humor or sexuality.
B) rational appeals are often ignored.
C) they emphasize product features.
D) they often contain subliminal messages.
Q3) Research indicates that humor will:
A) capture a person's attention, but adversely affects recall of the product's benefits.
B) capture a person's attention, but interferes with brand recall.
C) cut through clutter if the humor is tied closely to the product's attributes.
D) elevate a person's mood, which will then be transferred to the product being advertised.
Q4) Emotional appeals are not useful for business-to-business advertisements because they do not incorporate cognitive elements.
A)True
B)False
Q5) What roles can music play in advertisements?
Q6) Describe the sequence that occurs when a humorous ad is successful.
Q7) Name the ways to present claims in authoritative executions.
Page 8
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Chapter 7: Traditional Media Channels
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209 Flashcards
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Sample Questions
Q1) A Nielsen rating of 15.3 for a CSI television show means:
A) 15.3 percent of viewers of CSI watched the ads during the show.
B) of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show.
C) 15.3 percent of all televisions in the U.S. were tuned to the CSI show.
D) of those watching the CSI show, 15.3 percent matched the advertisers target market.
Q2) In terms of media, local retailers tend to spend the most dollars on:
A) newspaper ads.
B) radio ads.
C) television ads.
D) billboards.
Q3) A media strategy is the process of:
A) investigating the media usage of a product's target market.
B) analyzing and choosing media for an advertising and promotions campaign.
C) selecting the outlets of each media that will be used for an advertising campaign.
D) choosing the proper appeal, message, strategy, and execution.
Q4) Name the challenges present in business-to-business media selection and in international media selection.
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Page 9
Chapter 8: Digital Marketing
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231 Verified Questions
231 Flashcards
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Sample Questions
Q1) The click-through rate for online advertising is around 0.2 percent; for search advertising, the click-through rate is approximately ________ percent.
A) 1.5
B) 3
C) 5
D) 8
Q2) What consumer concerns influence e-commerce online purchasing?
Q3) Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a brick-and-mortar store.
A)True
B)False
Q4) The biggest disappointment web users had with Web 3.0 was the inability to connect to events in real time.
A)True
B)False
Q5) Banner ads account for about half of all online advertising.
A)True
B)False
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Chapter 9: Social Media
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180 Flashcards
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Sample Questions
Q1) Overall, males utilize social media more than females.
A)True
B)False
Q2) For Facebook, marketing professionals believe the most valuable social media metric is:
A) likes.
B) shares.
C) retweets.
D) brand buzz.
Q3) Mentions of the brand name in social media will automatically boost organic search rankings.
A)True
B)False
Q4) A company-sponsored blog can provide all of the following benefits except:
A) it can ease a shopper's fear about purchasing from a particular company.
B) the comments on the blog give individuals an idea of how the company treats its customers.
C) individuals can post any type of negative comments without fear it will be deleted. D) the blog can provide a means for the company to release information.
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Chapter 10: Alternative Marketing
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196 Flashcards
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Sample Questions
Q1) A brand or product recommendation from one person to another carries a higher level of credibility than does an advertisement or a paid spokesperson.
A)True
B)False
Q2) One method companies are using to measure the impact of point-of-purchase displays is to utilize cash register data comparing before and after sales.
A)True
B)False
Q3) In buzz marketing programs, the ideal situation occurs when a person who truly likes a brand tells others.
A)True
B)False
Q4) All of the following are reasons to use guerilla marketing except to:
A) create buzz.
B) reach consumers that cannot be reached with traditional advertising.
C) interact with consumers.
D) build relationships with consumers.
Q5) Identify the major forms of alternative marketing.
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) In CRM the share of a customer refers to a customer's potential value.
A)True
B)False
Q2) Catalogs are an essential selling tool for many business-to-business marketing programs.
A)True
B)False
Q3) The number one reason that individuals remain loyal to a permission marketing program after they have joined is a chance to win prizes in a contest or sweepstakes.
A)True
B)False
Q4) The primary benefit of database marketing is:
A) the enhancement of customer loyalty.
B) higher sales.
C) greater profits.
D) greater brand parity.
Q5) Identify the various forms of direct response marketing.
Q6) Identify the steps in the selling process.
Page 13
Q7) Identify and evaluate the methods of generating sales leads.
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Chapter 12: Sales Promotions
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) Participants may win a prize without performing any type of activity with a:
A) contest.
B) sweepstakes.
C) premium.
D) price-off program.
Q2) To be successful, a price-off should feature a monetary appeal to consumers and provide consumers with an immediate reward.
A)True
B)False
Q3) 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.
Q4) Trade allowances include all of the following except:
A) off-invoice allowance.
B) exit fees.
C) trade shows.
D) slotting fees.
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Chapter 13: Public Relations and Sponsorship Programs
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) When Interstate Batteries receives a positive news story about its involvement with NASCAR, it is an example of a(n):
A) sports involvement.
B) stakeholder statement.
C) advertising equivalent.
D) public relations hit.
Q2) It is not important for a public relations firm to understand a company's integrated marketing campaign theme, because a public relations firm primarily deals with non-customer stakeholders.
A)True
B)False
Q3) A strong company image that takes years to build may be destroyed in just a few weeks or months if something bad happens.
A)True
B)False
Q4) Sponsoring bloggers has become a new form of product sponsorship for companies.
A)True
B)False
Q5) What are the five key public relations functions?
Page 15
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Chapter 14: Regulations and Ethical Concerns
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184 Flashcards
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Sample Questions
Q1) The most common and well-known advertising and marketing industry regulatory agencies are all part of the FTC.
A)True
B)False
Q2) To substantiate an advertisement, the Federal Trade Commission and courts tend to use each of the following principles except:
A) the federal government assumes consumers read ads "broadly" and do not notice details hidden in fine print.
B) tests have to be with the actual product or one that is considered similar.
C) evidence should come from individuals or companies that would be considered experts by others in the field.
D) the courts and FTC will consider the totality of evidence concerning a claim, not just one particular study that may support a claim.
Q3) The philosophy of life that involves maximizing pleasure and minimizing pain is:
A) utilitarianism.
B) individualism.
C) hedonism.
D) homeostasis.
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16
Chapter 15: Evaluating an Integrated Marketing Program
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153 Verified Questions
153 Flashcards
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Sample Questions
Q1) The impact of trade and consumer promotions as well as direct response marketing programs can be measured through:
A) counting the number of inquiries.
B) changes in sales during the promotion.
C) measuring the redemption rate.
D) ad tracking research.
Q2) 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
Q3) When copytesting television ads, researchers often use:
A) a portfolio test.
B) a theater test.
C) a reaction test.
D) cognitive neuroscience.
Q4) Position advertising copytesting (PACT) was designed originally to assist in the evaluation of digital ads.
A)True
B)False
Page 17
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