1. Which of the following best describes the concept of "market
segmentation"?
- A) Dividing a market into distinct groups of buyers with
different needs or behaviors
- B) Increasing the market share of a product
- C) Reducing the price of a product to attract more customers
- D) Expanding the product line to include more variations
- ANS: A) Dividing a market into distinct groups of buyers
with different needs or behaviors
, - Rationale: Market segmentation involves dividing a market
into distinct groups to better target and meet the needs of different
customer segments.
2. What is the primary purpose of a SWOT analysis in strategic
marketing?
- A) To identify the strengths, weaknesses, opportunities, and
threats related to a business
- B) To determine the pricing strategy for a new product
- C) To analyze the financial performance of a company
- D) To develop a new advertising campaign
- ANS: A) To identify the strengths, weaknesses,
opportunities, and threats related to a business
- Rationale: SWOT analysis helps businesses understand
their internal strengths and weaknesses, as well as external
opportunities and threats.
3. Which of the following is a key characteristic of a successful
brand positioning strategy?
- A) High advertising expenditure
- B) Clear differentiation from competitors
- C) Focus on short-term sales
- D) Reliance on traditional marketing methods
, - ANS: B) Clear differentiation from competitors
- Rationale: Successful brand positioning involves clearly
differentiating the brand from competitors to create a unique and
compelling value proposition.
4. What is the primary difference between push and pull
marketing strategies?
- A) Push marketing focuses on creating demand through
advertising, while pull marketing relies on direct sales
- B) Push marketing involves promoting products to
intermediaries, while pull marketing targets end consumers
directly
- C) Push marketing is more cost-effective than pull marketing
- D) Push marketing is only used by large companies, while pull
marketing is used by startups
- ANS: B) Push marketing involves promoting products to
intermediaries, while pull marketing targets end consumers
directly
- Rationale: Push marketing promotes products to
intermediaries to push them through the distribution channel,
while pull marketing targets end consumers to create demand.
5. Which of the following best describes the concept of
"customer lifetime value" (CLV)?
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