Review Questions

Introduction to Marketing

Chapter 1: W hat is m arketing?

1. Please complete the missing words in the statement below from Management consultant Peter
Drucker about Marketing:
Because the purpose of business is to create and keep customers, it has only two central business
functions _______________ ? sales ? marketing and innovation.
2. What were the reasons that Googles Wave failed and had to be withdrawn after only a few
months it was in operation?
a. Google did not do enough advertising
b. nobody seemed to be sure what the product is for
c. Google did not spent enough time to develop it
d. the product was to expensive
3. List the three conditions that must be met before the marketing concept can be applied:
i. ________________________________Customer orientation
ii. ________________________________Integrated effort
iii. ________________________________Goal achievement

4. What was the reason that Finlands Nokia lost their position as the worlds dominant mobilephone manufacturer.
a. Customers liked Steve Jobs better than Stephen Elop.
b. Nokia was not well positioned to exploit the shift in consumer tastes towards more technically
advanced smartphones.
c. Nokias promotional campaign failed
d. Legal changes in Finland did not allow Nokia to lower prices
5. What are the four forms of customer value?
a. price-, performance-, emotional-, relational value
b. exchange-, performance-, emotional-, relational value
c. cash-, performance-, counter-, relational value
d. nominal-, performance-, emotional-, redemption value
6. Connect which company/business are/is primarily building on what type of value:
a. price value
Dyson ___(a,b,c or d?) _______________
b. performance value
Ryanair_________________
c. emotional value
Good quality service providers_____________
d. relational value
Volvo __________________
7. What might be indicators of an internally orientated, non-marketing-orientated business?
a. assume price and performance key to most sales
b. ignore competition
c. Search for latent markets
d. customer concern throughout the business.
8. Please complete the missing words in the statement below.
_____________? Abstract ?Academic research and ample ____________?evidence ?rumors from
practice shows that there is a strong relationship between _____________? marketing ?sales
orientation and business performance.
Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

9. Based on research, which of the following statements is true?

a. Marketing should be viewed as controlling the sales, operations and logistics function of an
organization.
b. Marketing should be viewed as sole responsibility of the marketing department.
c. Marketing should be viewed not merely as a departmental function but as a guiding
philosophy for the whole organization.
d. Marketing should be viewed as the joint responsibility of the sales and marketing
departments.
e. Marketing should be viewed as supporting the sales department of an organization.
10. Customer Value is?
a. Perceived Benefits minus Perceived Sacrifice.
b. Perceived Sacrifice minus Perceived Benefits.
c. Perceived Benefits plus Perceived Costs.
d. Perceived Benefits minus Perceived Costs.
e. Perceived Costs minus Perceived Sacrifice.
11. The marketing mix consists of which of the following four major elements?
a. Price, Place, Plans & Promotion.
b. Price, Plans, Product & Promotion.
c. Promotion, Place, Product & Price.
d. Place, Product, Productivity & Plans.
e. Plans, Promotion, Productivity & Price.
12. Research has found that there is a positive relationship between marketing and which of the
following?
a. Share Prices
b. Performance
c. Costs
d. Revenue
13. Which of the statements below are true or false?
true

false

When companies are developing and offering many variations of their product
they are following a product orientation.
When companies are making heavy use of discounts, coupons and other
promotional tools they are following a marketing orientation.
When companies are trying to understand customer needs and constantly seek
new market opportunities they are following a marketing orientation.
The societal marketing concept means that companies should be also engage in
activities such as reducing pollution, or developing corporate social responsibility
programmes.
One of the great benefits of having satisfied customers is that they they tell others
about their experiences, further enhancing sales.
The marketing concept holds that a company should do should not worry about
efficient production capabilities.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

14. The acronym USP stands for?

o
A) user segmentation process
o
B) unique selling point
o
C) user selling promise
o
D) unified sales power
o
E) undifferentiated segmentation policy
15. A marketing-oriented business is characterized by which of the following?
o
A) Segment by product
o
B) Cherish status quo
o
C) Customer concern throughout business
o
D) Ignore competition
o
E) Stick with the same
16. In 2010, the worlds largest bookstore, Barnes and Nobles, was for sale because
a. the founder retired and had no successor
b. markets change and nothing lasts forever
c. they struggled to cope with the development of Internet book-selling,
d. the emergence of e-books and e-readers such a s Amazon`s kindle, the Apple iPad and
the Sony e-reader
17. Which
a.
b.
c.
d.
e.

of the definitions of Marketing are correct?

Marketing is about sales and advertising.
Marketing is the delivery of value to customers
Marketing is managing profitable customer relationships
Marketing is about attracting and retaining customers at a profit.
Marketing is rather a business philosophy than a business function.

Open Questions
18. Pick a product and explain how the marketing of that product would be different under each of
the marketing management orientations.
19. Pick a company that in your view is marketing-oriented and describe how they do it.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 2: The Marketing Environment

1. Please complete the missing words in the statement below about the Marketing Environment.
A market oriented firm needs to look outward to the _____________? costumers they are serving ?
environment in which it operates, adapting to the advantage of ? emerging opportunities ? new trends
and to minimize potential ? threats ?competitors.
2. Four major forces affect the macroenvironment. Which is not one of them?
a. Supplier Forces
b. Economic Forces
c. Political/Legal Forces
d. Social Forces
e. Technological Forces
3. The acronym PEST stands for
P___________________E_____________________S_____________T_____________
4. Which of the statements below are true or false?
true

false

Low growth rates are reflected in high unemployment levels, which in turn affect
consumer spending power.
In times of economic recession consumers tend to postpone spending and/or
become more cost conscious.
Growth rates and unemployment rates are almost the same throughout the world.
In times of economic recession companies tend to spend more on advertising.
BRIC nations are growing strongly.
Higher taxes have a positive impact on consumer spending

5. What are examples of social forces that have implications for marketing?
a. changes in the demographic profile of the population
b. cultural differences within and between nations
c. social responsibility and marketing ethics
d. economic cycles like the financial crisis
e. natural disasters, such as hurricanes, floods,
f. influence of the consumer movement
6. List the four key components of the microenvironment
1_______________________2__________________________3___________________________
4______________________

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

7. Which statements of the SWOT analysis are true or false?

true

false

Strengths and weaknesses result from internal, opportunities and threats from
external forces or sources.
Companies find their opportunities by eliminating their weaknesses.
To enter a market segment is not an opportunity.
The SWOT analysis is rather a synthesis of the marketing audit than an
investigation of new factors inside and outside the company.
Strategies and marketing initiatives are being developed by leveraging strengths
and opportunities
8. Environmental scanning is a process of examining the companys marketing environment. Firms
exhibit a number of different responses to environmental change, including
a. no change through ignorance
b. issuing new stocks
c. delay and retrenchment
d. gradual or radical repositioning

Open Questions
9. Pick a company and discuss how they might be affected by macoenvironmental forces as
described in the chapter.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 3: Consumer Behaviour

1. The marketer wants to understand how the stimuli are changed into responses inside the
consumer's ________, which has two parts: the buyer's characteristics that influence how he or
she perceives and reacts to the stimuli and the buyer's decision process itself.
a. A) culture
b. B) black box
c. C) belief
d. D) lifestyle
e. E) social class
2. There are five generic questions which can help a marketer to understand consumer behavior.
Which of the following questions will not enhance this understanding?
a. A) Where do they buy?
b. B) Who is important?
c. C) How do they buy?
d. D) When do they buy?
e. E) What did they wear?
3. List the 5steps of the consumer decision making process in the right order.
1______________________2___________________3______________________
4______________________5_____________________
4. Link the roles within the decision making process with the corresponding descriptions (a-e).
User

a) The individual with the power and/or financial authority tomake the
ultimate choice regarding which product to buy.

Influencer

b) The person who begins the process of considering a purchase.

Decider

c) The actual consumer of the product.

Initiator

d) The person who conducts the transaction.

Buyer

e) The person who attempts to persuade others concerning the outcome of

the decision.

5. Please complete the missing words in the statement below about Consumer Behavior.
The objective of the information search is to build up the _____________? awareness ?relevant
set. Those products or services that a buyer considers seriously before making a purchase are
known as the _________? consideration ?evoked set.
6. Status is an example of:
a. A) Technical choice criteria
b. B) Economic choice criteria
c. C) Social choice criteria
d. D) Personal choice criteria
e. E) Structural choice criteria
7. The very popular, humorous Volkswagen Passat commercial Darth Vader shows that:
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Review Questions

o
o
o
o
o
o

Introduction to Marketing

A) Emotions are an important element of the consumer-decision making process

B) Car advertising is targeting males
C) Technological gimmicks are important choice criteria
D) Consumers decide about the purchase of products for rational reasons only
E) Buyers are influenced by their lifestyle
this is an example of classic conditioning

8. The potential for cognitive dissonance is greatest in which buying situation?

a. Extended Problem solving
b. Habitual Problem Solving
c. Limited Problem Solving
d. Variety Seeking Behavior
9. Low consumer involvement leads to what kind of consumer decision making behavior?
a. Extended Problem solving
b. Habitual Problem Solving
c. Limited Problem Solving
d. Variety Seeking Behavior
10. When consumers engage in variety seeking behavior what kind of marketing tactic is most likely
prescribed?
a. warranties
b. public relations
c. free samples
d. Buy-one-get-one free
11. Please complete the missing words in the statement below about Consumer Behavior.
Involvement is the degree of __________________? perceived relevance ? price height and
___________________? consumer behavior ? personal importance accompanying a brand choice.
12. Consumer behavior is influenced by social and personal influences. Which are not social
influences?
a. culture and subculture
b. social class
c. reference groups
d. Lifestyle
e. Lifecycle
f. motivations and values
13. Which statements about information processing and learning are true or false?
true

false

Classic conditioning is the process of using an established relationship between a

stimulus and a response to cause learning.

RedBullusinghumorousadvertisingtoappealtoitstargetmarketofyoung
adultsisanexampleofclassicconditioning.
Inoperantconditioningreinforcementresultsfromrewards.
Theuseoffreesamplesandbonuspointsisbasedontheprinciplesofoperant
conditioning.
Maslows hierarchy of needs is a motivation theory that explains that people are
moving through a hierarchy of motives.
Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

14. Which statements of the consumer decision making behavior are true or false?
true

false

Extended Problem solving most likely occurs for products like cars, audio
equipment, housing, expensive clothing,..
Habitual Problem Solving requires the manufacturer to provide large amounts of
information.
Habitual Problem Solving most likely occurs for products like toilet paper,
toothpaste, that are frequently bought.

Thepotentialforpostpurchasedissatisfactionisgreatestforextendedproblem
solving.
For low involvement products Variety Seeking Behavior or Habitual Problem
Solving is the common decision making approach of customers.

15. When SEBO promotes their Felix vacuum cleaner for being, fast, light, and reliable they are
focusing on
a. A) Technical choice criteria
b. B) Economic choice criteria
c. C) Social choice criteria
d. D) Personal choice criteria
e. E) Structural choice criteria
16. Please complete the missing word in the statement below about Consumer Behavior.
Lifestyle refers to the pattern of living and can be expressed by the AIO dimension which stands
for A______________I____________________O________________________.

Open Questions
17. Outline the consumer decision making process and describe on each step how that is by which
means, a company can support the decision-making process.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 5: M ark eting research

1. What is true about marketing insights?
a. means that a customer is in sight.
b. is needed to understand why and about what the costumer cares.
c. ..can inform everything from product innovation, features, design, and so on.
d. ..can help marketers to spot new trends.
e. ..can help to avoid costly mistakes.
f. ..do not cost anything.
2. In 1985 Coca Cola launched the New Coke which ended in a marketing disaster. The company
had to withdraw the product from the market despite the fact that marketing research results
were promising. What were the reasons?
a. The research was not investigating the right people.
b. The research did not ask the right questions.
c. The research data was misinterpreted.
d. There were statistical errors in the calculations.
e. Coca cola management did ignore the data.
3. Where would you most likely obtain the following information or data?
Internal
Marketing
information
Customer information, such as name, address, past transactions

Market
intelligence

Marketing
research

Sales data per product, region,

Customer complaints
Competitor information
Market trends and developments
Consumer panel data
Syndicated or omnibus research
4. Please complete the missing word in the statement below about the Marketing Research.
The research brief is an important legally binding document that explains the marketing research
__________ ?department? agency the marketing___________ ?problem ? failure and outlines
the companys research ______________ ? budget ?objectives.
5. The research brief contains the following:
a. Background information
b. Sources of information
c. Questionnaire
d. Scale of the project
e. Timetable
f. Organizational chart
6. The research proposal should contain the following:
a. Objectives
b. Research design
c. Research method
d. Type of sample
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Review Questions

Introduction to Marketing

e. Sample size (if applicable)

f. Cost
g. Timetable
7. When the researcher actively collects data through group discussions and depth interviews with
respondents, this is called which of the following?
o A) Qualitative Research
o
B) Quantitative Research
o
C) Exploratory Research
o
D) Respondent Research
o
E) Collective Research
o
8. Which statements are true and false?
9.
true
false
Custom research is conducted for a single firm to provide specific answers to
marketing questions.
Syndicated or omnibus research is collected by marketing research firms on a
regular basis and then sold to other companies.
Omnibus research means that the respondents are interviewed while commuting
by bus.
Retail audits and television viewership panels are among the most popular types
of syndicated research.
10. Please decide which of the following statements about the descriptive research are correct.
Descriptive research is
a. designed to be representative for the population defined
b. comes as frequencies and proportions
c. is fixed with regard to order and articulation of question
d. is very flexible
e. requires preliminary understanding of the research background
f. usually needs small sample sizes
11. Please decide which of the following statements are correct about the Explorative research.
Explorative research
a. is designed to obtain finite answers
b. is used to form some research hypotheses
c. can only be done in person
d. can be done by examining secondary data
12. Please decide which of the following statements are correct about the Causal research.
Causal research
a. seeks to establish cause-and-effect relationships
b. Experimentation is the most popular form
c. is done with key customers or industry experts
d. monitors for instance the effect of price changes or advertising on consumers
13. Which statements about survey methods are true and false?
true

false

The use of open-ended questions is done best face to face.

The use of visual aids is not possible for telephone interviews.
Mail surveys are relatively cheap.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Response rates are low for online and mail surveys.

Control can best be administered in face to face interviews.
14. When, for the development of the new Gillette Fusion razor line, P&G was observing men in their
bathrooms how they were shaving P&G was employing:
a. explorative research
b. ethnographic research
c. descriptive research
d. neuro scientific research
e. causal research

Open Questions
15. What are the differences between qualitative and descriptive research? Explain the roles played by
each.
16. Outline the main stages in the marketing research process, identifying particularly the kinds of
difficulties that might be faced at each stage.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 4: Segmentation
1. When Burger King targets children, teens, adults, and seniors with different ads and media, it is
practicing ________ segmentation.
o A) geographic
o B) age and life cycle
o C) psychographic
o D) behavioral
o E) usage rate
o
2. What statements about segmentation are true?
true

false

Consumer segments exist because different consumers do not value different

alternatives the same way.
Product differentiation is a marketplace condition in which consumers do not view
all competing products as identical to one another.
Product positioning refers to the way a product is perceived by a consumer.
Target marketing is the separation of a market into groups based on the different
demand curves associated with each group.
Segmentation is at the heart of strategic marketing as it forms the basis by which
marketers understand their markets.

3. Please complete the missing words in the statement below about Market Segmentation.
Market segmentation is defined as the _______________________ ?communication to
?identification of individuals or organizations with___________________________________ ?
sufficient spending power ?similar characteristics that have significant implications for the
determination of marketing strategy.
4. Market segmentation offers a number of benefits to marketers. Which are none of them, if any?
a. enhanced profitability
b. enhanced opportunities for growth
c. more effective targeting of communications
d. opportunities of segment dominance
e. opportunities to charge higher prices
f. improved customer retention
g.
5. Colgate toothpaste offers a number of sub-brands such as Colgate Max Fresh, Cavity Protection,
and Sparkling white. What type of segmentation criteria does Colgate use to come up with their
branding strategy?
a. Lifestyle segmentation
b. Benefit segmentation
c. Usage segmentation
d. Purchase behavior segmentation
e.
6. Explain the five criteria for proper market segmentation
a. _______: customer needs to be homogenous within a segment, but different from others
b. ___________: must be possible to identify customers by specific criteria or characteristics
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Introduction to Marketing

c. ___________: must be able to formulate effective marketing programs for the segment
d. ___________: must have the resources to exploit the segments opportunities
e. ___________: must be large enough to profitable to serve

7. Please complete the missing word in the statement below about the Marketing Research.
Targeting refers to the _______________ ?selection ?training of target markets.
8. The perils of a differentiated marketing strategy might be
a. creating confusion among customers
b. spreading available resources to thinly
c. reputational damage
d. misunderstanding or mismanagement of different segments
9. What statements about target marketing strategies are true?
true

false

Undifferentiated target marketing strategy are appropriate when market analysis

reveals no pronounced differences in costumer characteristics.
One potential disadvantage of a differentiated marketing strategy is the loss of
cost economies.
Focused Marketing strategies are very popular and can be found in sectors such as
cars, hotels, and fashion retailing.
Focused Marketing strategies are appropriate for companies with limited
resources.
Customized marketing is not found within organizational markets because of high
value orders and the special needs of customers.
Mass customization means that products are customized to the specific needs of
individual customers and NikeID is an example of this newly emerging target
market strategy.
10. Please complete the missing words in the statement below about Positioning.
Positioning can be defined as the act of designing the companys offering so that it occupies a
meaningful and distinct ?position ?portion in the target customers _______________? purse
?mind.
11. Keys to successful positioning are:
a. Craftsmanship
b. Clarity
c. Consistency
d. Credibility
e. Coincidence
f. Competitiveness

Open Questions
12. You have been asked by a client company to segment the ice cream market. Use at least three
different bases for segmentation and describe the segments that emerge.
13. A friend of yours wants to launch a new breakfast cereal on the market but is unsure how to
position the product. Develop a perceptual map of the breakfast cereal market identifying brand
that compete in the same space and also if there are any gaps where there are currently no major
brands. (Please note: perceptual maps based on hi/lo price and hi/lo quality do not make sense!)
Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 6: Products and Branding

1. Which statements about brands and products are true and false?
true

false

A product can be anything that that has the capacity to satisfy a customer need by
providing some form of benefit or value.
Brands fulfill the function of distinguishing the offering of one company from
others.
Brands are losing importance in modern marketing.
An mp3 player is a product, while the iPod is a brand.
For a brand the brand associations about the brand are more important than
technical features.

2. Please complete the missing word in the statement below about Products and Branding.
The three levels of a product are the _________ ?core ?main product, the ? design ?actual
product and the ? sought of ?augmented product.
3. Firms can reach differentiation at any of the three product levels. In recent years Toyota was
suffering from a number of quality problems and product recalls. Which level(s) of the product
was (were) affected?
a. the core product
b. the main product
c. the augmented product
d. the actual product
e. the sought of product
4. Packaging is an element of
a. the core product
b. the main product
c. the augmented product
d. the actual product
e. the sought of product
5. Please complete the missing word in the statement below about Products and Branding.
Developing a brand is ___________?difficult, expensive and takes time ? easy, economical and
effective. Building brands involves decisions about the brand ________? name ?character ?and
how the brand is ___________________? developed and positioned ? marketed and advertised.
6. Branding is the process by which companies
a. plan marketing communication strategies.
b. all of the mentioned.
c. select product ranges.
d. distinguishes their product offerings from the competition.
e. satisfy the customer through product offerings.
7. List three benefits of brands to organizations.
i. ______________________________ company value
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Introduction to Marketing

ii. _____________________________ consumer loyalty

iii. _____________________________charge premium price
8. List three benefits of brands to customers.
i. ______________________________ reduces risk
ii. _____________________________reduces search time
iii. _____________________________quality promise
9. Brand stretching is which of the following?
a. Brand stretching is revitalizing a brand name with new and fresh advertising campaigns
which prolong the life of a brand
b. Brand stretching is when an established brand name is used for brands in unrelated
markets
c. Brand stretching is the use of an established brand name on a new brand within the same
broad market
d. Brand stretching is the exploitation of untapped foreign markets
e. None of the mentioned
10. Family
a.
b.
c.
d.

brand names are sometimes referred to as which of the following?

Linked brands
Partner brands
Pyramid brands
Corporate brands
e. Umbrella brands

11. Pan-European or global brands have which of the following advantages?

a. Match various cultures
b. All of the mentioned
c. Reflects national differences
d. Tremendous economies of scale
e. Standardized channels of distribution
12. Which of the statements below are true or false?
true

false

Parallel co-branding occurs when two independent brands join forces to from a
combined brand.
Intel, Teflon, and Gore-Tex are examples of ingredient brands.
Sony Ericsson mobile phones are examples of communications based ingredient
co-branding.
Whirlpools endorsement of Ariel washing powder is an example of
communications based co-branding.
Co-branding can increase awareness but also increases the cost of product
introduction.
13. Which of the following are not benefits of branding?
a. Sustaining high and stable sales and profits through brand loyalty
b. Expendability of market research
c. Consumers find it easier to recognize
d. Ability to charge price premiums
e. Global success guarantee
f. Achieving distribution more readily

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

New Product development

1. What are the ways that a company can obtain new products?
a. line extension and brand management
b. internal development and merger
c. new-product development and acquisition
d. service development and product extension
e. market mix modification and research and development
2. Which
a.
b.
c.
d.
e.

of the following is NOT a challenge presented to marketers by the product life cycle?
All products eventually decline.
A firm must be good at developing new products to replace aging ones.
A firm must be good at adapting its marketing strategies.
It is difficult to plot the stages as a product goes through them.
Changing tastes, technologies, and competition affect the marketing of the product as it
passes through lifecycle stages.

3. Which of the following is NOT a recommended method for companies to tap into their customers
as sources for new-product ideas?
a. analyzing customer complaints and questions
b. relying heavily on customers to know what types of technical products they need
c. working alongside customers to get ideas and suggestions
d. turning customers into co-creators
e. putting products created by their customers on the market
4. Please complete the missing word in the statement below about New Product Development.
An attractive idea must be developed into a product ________?concept ?image ?strategy.
5. During which stage of new-product development will management most likely estimate minimum
and maximum sales to assess the range of risk in launching a new product?
a. concept testing
b. marketing strategy development
c. business analysis
d. product development
e. test marketing
6. Under
a.
b.
c.
d.
e.
f.

what circumstances might it be wise for a company to do little or no test marketing?

when a new product requires a major investment
when management is not sure of the product
when management is not sure of the marketing program
when the product can be easily copied by competitors
when the product has no substitutes and is new in its category
when the costs of developing and introducing the product are low

7. Please decide which of the following statements are correct about New Product Development.
The PLC concept can be applied by marketers as a useful framework for describing how
________.
a. to forecast product performance
b. to develop marketing strategies
c. products and markets work
d. concept testing is conducted
e. product ideas are developed

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Review Questions

Introduction to Marketing

8. Please complete the missing words in the statement below about New Product Development.
Mattel's Barbie is an example of an age-defying product. Barbie, simultaneously timeless and
trendy, is in the ________ ?growth ?maturity ?decline stage of the PLC.

9. If a new product is sold in a limited but representative geographical area which part of the new
product development process is the company engaged in?
a. Commercialization
b. Simulated market testing
c. Test marketing
d. Concept testing
e. Business analysis

10. Which of the following is the correct order for the seven-step new product development process?
a. Business analysis, idea generation, screening, concept testing, product development,
market testing, and commercialisation
b. Business analysis, idea generation, concept testing, screening, market testing, product
development, and commercialisation
c. Screening, idea generation, concept testing, product development, market testing,
business analysis, and commercialisation
d. Idea generation, screening, concept testing, business analysis, product development,
market testing, and commercialisation
e. Idea generation, business analysis, concept testing, screening, product development,
market testing, and commercialisation
11. Please complete the missing words in the statement below about New Product Development.
The diffusion of innovation theory explains how a product spreads throughout the market over
time. Important is the notion that not all _________________________?people or organizations ?
products or services that comprise a market will be in the same state of readiness to
___________? launch ?buy a new product when it is _______________? launched ?discovered.
12. Which of the following is the correct order of the product life cycle?
a. Expansion, Introduction, Maturity, Decline
b. Introduction, Growth, Decline, Maturity
c. Growth, Expansion, Maturity, Decline
d. Introduction, Growth, Maturity, Decline
e. Growth, Expansion, Decline, Maturity

Open Questions
13. Examine a product like bottled water though the lens of the core, actual and augmented product.
What types of differentiation strategies are being used by brands in this sector? Can you suggest
any new sources of differentiation?
14. The product lifecycle is more likely to mislead marketing management than to provide useful
insights. Discuss.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 8: Services
1. Please complete the missing word in the statement below about Services.
Services cannot be touched, gripped, handled, looked at, smelled, tasted. These characteristics
are referred to as the _______________ ?intangibility ?inseparability of services.
2. Please complete the missing word in the statement below about Services.
There is no potential for storage or stocking of services. This is known as the_________________
?perishability ?variability of services.
3. If two Caf Nero restaurants provide different levels of service encounters due to one
establishment having a very good local management team and the other having a bad local
management team, which of the characteristics of services marketing best helps define what is
happening?
a. Inseparability
b. Perishability
c. Intangibility
d. Variability
e. All of the mentioned

4. A challenge for service companies is to provide tangible cues about their product to prospective
customers. What might be tangible cues for a hotel?
a. show pictures of the hotel on the website
b. pricingnot too high
c. display testimonials form satisfied hotel guests
d. bonus programs for the employees
e. offering early booking discounts
5. Failure to select, train and motivate employees contributes to which of the following barriers to
service quality:
a. a. inadequate resources
b. b. inadequate delivery
c. c.misconceptions
d. e. exaggerated promises

6. Staff appearance, dcor and layout refer to which of the following dimensions of service quality?
a. a. access
b. b. credibility
c. c. tangibles
d. d. courtesy
e. e. competence
7. Research on service organizations has identified four characteristics of successful brand names,
which of the following is not one of the characteristics of a successful brand name?
a. Distinctiveness
b. Flexibility
c. Relevance
d. Variability
e. Memorability
Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

8. Which of the following are key characteristics of the extended service marketing mix?
a. Physical evidence, process and people
b. People, process and promotion
c. Physical evidence, price and people
d. Product, people and price
e. Promotion, product and place
9. Which of the following are key dimensions of service quality?
a. Reputation, responsiveness, intangibles, durability and reliability
b. Assurance, reliability, responsiveness, reputation and flexibility
c. Reliability, responsiveness, assurance, empathy and tangibles
d. Trustworthiness, reliability, reciprocity, reputation and flexibility
e. None of the mentioned
10. Please complete the missing word in the statement below about Services.
Service __________________? recovery ?standardization ?mapping is a method of tackling the
variability problem.
11. Which of the following statement about the use of the marketing mix in relation to services is not
true?
true
false
Price is a key service marketing tool.
The brand name of a service influences the perceptions of that service.
Word of mouth is irrelevant to the success of services because of their experiential
nature.
Distribution channels for services are usually more direct than for many physical
goods.
Service quality is inseparable from the quality of the service provider.

Open Questions
12. The marketing of services is no different to the marketing of physical goods. Discuss.
13. What are the barriers that can separate expected from perceived service? What must service
providers do to eliminate these barriers?

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 9: Pricing
1. Please complete the missing words about pricing in the statement below.
There are three bases upon which prices are set, namely _____________________________
?cost, competition and customer value ? circumstances, cost and competition, ? customer value,
cost and company objectives.
2. Cost-based pricing reflect a strong ____________? internal ?profit orientation.
3. Which of the following statements about setting prices is true or false?
true

false

One problem with cost-based pricing is that it leads to an decrease of prices as

sales fall.
Another problem with cost-based pricing is that it ignores the customers willingness to pay.
The difference between marginal and full cost pricing is that the latter includes fix
cost.
Going-rate prices are most typically found in the case of undifferentiated
commodities such as coffee beans.
Market-led pricing means that the more values a product gives compared to the
competition, the lower is the price that can be charged.
4. List the key factor influencing the price-setting decision.
i. _____________________________ positioning strategy
ii. ______________________________ new product launch strategy
iii. ______________________________ product-line strategy
5. A skimming
a.
b.
c.
d.
e.

strategy is most suitable where:

Consumers are less price sensitive
Consumers are more price sensitive
There are few competitors present in the segment
There are many competitors present in the segment
The products are in their decline stage

6. A combination of high price and high promotion expenditure is called which of the following?
a. Rapid penetration strategy
b. Slow skimming strategy
c. Rapid skimming strategy
d. Slow penetration strategy

e. None of the above

7. Which element of the marketing mix is considered to be more transparent as a result of using the
Internet?
a. Product
b. Price
c. Place
d. Promotion
e. Process
8. Which of the following presents the strongest reason that markup pricing generally does NOT
make sense?
a. Sellers earn a fair return on their investment.
Prof. Dr. Erika Graf

Review Questions

b.
c.
d.
e.

Introduction to Marketing

By tying the price to cost, sellers simplify pricing.

When all firms in the industry use this pricing method, prices tend to be similar.
This method ignores demand.
With a standard markup, consumers know when they are being overcharged.

9. The New Age Gallery has different admission prices for students, adults, and seniors. All three
groups are entitled to the same services. This form of pricing is called ________.
a. time-based pricing
b. location pricing
c. customer-segment pricing
d. revenue management pricing
e. generational pricing
10. The Internet offers ________, where the price can easily be adjusted to meet changes in
demand.
A. captive pricing
B. dynamic pricing
C. basing-point pricing
D. price bundling
E. cost-plus pricing
11. Which of the following statements about price changes is true or false?
true
false
In the circumstances of higher cost higher discounts is a suggested tactical price
change.
If market research indicates that the values is less than the price the company
may consider price bundling.
Yield management is popular in service industries like aviation and hospitality.
When competition cuts prices in a situation of fallings costs a company most liekly
will follow.
An agreement between competitors on a price level that allows them a decent
profit margin and is fair for consumers is legal.
12. Which of the following is a reason for a company to raise its prices?
A. to address the issue of overdemand for a product
B. to win a larger share of the market
C. to use excess capacity
D. to boost sales volume
E. to balance out decreasing costs
13. If Canon Camera Company follows a high-price, high-margin strategy, what will competitors most
likely do?
A. They will go out of business.
B. They will want to compete by undercutting Canon's price.
C. They will advertise less.
D. They will unbundle their products.
E. They will use market-skimming pricing.

Open Questions
14. Why is value to the customer a more logical approach to setting prices than cost of production?
What role can costs play in the setting of prices?
15. How would you justify the price differences for a cup of coffee that you might encounter if you
purchase it in a local coffee shop versus a top-class hotel?
Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Promotion I: Mass Communication

1. Please complete the missing words in the statement below about integrated marketing
communications.
Integrated marketing communications is defined as the system by which companies co-ordinate
their marketing communication tools to deliver a ____________________________?clear,
consistent, credible and competitive ? positive, convincing, effective and attractive message about
the organization and its products. Taking an integrated marketing communications approach
allows companies to achieve ___________________________? better image and more interest
?improved consistency and clearer positioning of their companies and brands in the minds of
consumers.
2.
true

false

A pull strategy involves an attempt to sell into channel intermediaries (e.g.

retailers) and is dependent on personal selling and trade promotions
A pull strategy involves bypassing intermediaries to communicate to consumers
directly
A pull strategy involves a small promotional expenditure at the start of an
advertising campaign, however gradually increasing expenditure to improve the
longevity of a campaign
A pull strategy involves small promotional expenditure throughout the duration of
an advertising campaign, due to product unsuitability to advertising campaigns

3. The distribution of products, information and promotional benefits to target consumers through
interactive communication in a way, which allows response to be measured, is called which of the
following?
a. Interactive Marketing
b. Channel Management
c. Direct Marketing
d. Indirect Marketing
e. Targeted Marketing
4. If a complex technical argument were required, which of the following promotional methods
would be the most suitable?
a. A) Personal selling
b. B) Advertising
c. C) Public Relations
d. D) Online Marketing
e. E) Direct Marketing
5. Please complete the missing words in the statement below about the traditional communication
process.
In the traditional communication process model the ________________ ?source ?company
encodes a message by translating the idea to be communicated into a symbol costing of words or
pictures. The message is transmitted through the media which are selected for their ability to
reach the desired target audience in the desired way. ______________? Breaks ?Noise, such as
distraction and distortions during the communication process may prevent ?recall ?transmission to
some of the target audience. The objective of the initiator of the process is to obtain a
_____________? sales call ? feedback from the __________________? receiver ?customer.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

6. List at least three key characteristics of the following promotional tools:

Advertising
Personal selling
Internet promotion
Salespromotion
Publicity

1.
2.
3.
1.
2.
3.
1.
2.
3.
1.
2.
3.
1.
2.
3.

7. Which of the statements about setting the advertising budget are true/false?
true

false

Major consumer brands typically spend 10-15 % of sales on advertising.

With the competitive parity method companies are trying to out beat their
competitors in terms of promotional spending.
The objective and task method is not very effective in setting the promotional
budget because management usually has no idea about the objectives.
The affordability method only considers what the company is able to spend, which
may only make sense for start up companies.
Research has shown that maintaining or increasing promotional expenditures
during recession can have a positive impact on sales, market share and
profitability.
8. Please
a.
b.
c.
d.
e.
f.
g.

decide which considerations will have an impact on the choice of promotional tools
Resource availability and the cost of promotional tools
The position of the product in the product life cycle
Market size and concentration
Customer information needs
The age of the company
Product characteristics
push versus pull strategies

9. Please complete the following sentence.

The acronym AIDA stands for ______________________________________________
?Awareness, Interest, Desire, Action? Attention, Idea, Decision, Action ? Attention, Information,
Distinguish, Action ? Awareness, Intention, Decision, Action
10. Which
a.
b.
c.
d.
e.
f.

of the following are examples of promotional mix tools?

Television
Radio
Al Jazeera
The Internet
The Daily Telegraph
Sales Promotion

11. Which class of media is most suited to providing detailed factual information? (Just 1 answer is
correct)
Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

a. A) Cinema
b. B) Radio
c. C) Television
d. D) Billboards
e. E) Print
12. If the effectiveness of an advertising campaign is measured using marketing research and
subsequent payment to the advertising agency is based on how well communications objectives
have been met, the method of payment is called: (Just 1 answer is correct)
a. A) Commission
b. B) Fees
c. C) Payment by results
d. D) Objective and task
e. E) Affordability
13. Which of the following is a type of trade promotion? (Just 1 answer is correct)
a. A) Allowances
b. B) Coupons
c. C) Loyalty Cards
d. D) Bonus packs
e. E) Prize promotions
14. Publicity is seen to be:
a. A) More costly than advertising
b. B) More credible than advertising
c. C) Less targeted than advertising
d. D) Less organized than advertising
e. E) Less influential than advertising
15. Which of the following describes a companying engaging in a number of activities in order to try
and associate itself with an event without paying any fee to the event owner? (Just 1 answer is
correct)
a. Personal selling
b. Sales promotion
c. Internet marketing
d. Ambush marketing
e. Direct marketing
16. Which of the following are possible objectives of exhibitions?
a. A) Gathering competitive intelligence
b. B) Fostering the image of the company
c. C) Identifying prospects
d. D) Making sales
e. E) All of the above are possible objectives of exhibitions
17. If a company is targeting a clearly defined but small market segment, which of the following
communication tools is most appropriate? (Just 1 answer is correct)
A) Advertising in TV
B) Sponsoring the Olympic Games
C) Direct marketing using the companys database
D) Buzz Marketing
E) Outdoor posters

Open Questions

18. What is meant by integrated marketing communications? Explain the advantage of taking an
integrated approach to marketing communications.
19. Select three recent advertising campaigns with which you are familiar. Discuss the target
audience, objectives and message executions adopted in each case.
Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 10: Promotion II: Direct communications and digital marketing

1. Please complete the missing words in the statement below about the database marketing.
Database marketing is defined as _______________ ?an interactive approach ? transactional
strategy to marketing that uses individually addressable marketing media and channels to
_________________________? provide information to ? get in touch with the target audience,
stimulate demand and __________? sales ?stay close to the customer by recording and storing an
electronic database of customers, ______________? prospects ?competitors and all
communication and transactional data.
2. A marketing data base consists of many different types of information. Which of the following may
be part of a marketing database?
A) Product information
B) Transactional information
C) Promotional information
D) Company employee information
E) Geodemographic information
3. Customer relationship management is becoming increasingly important, which of the following are
examples of success factors for a CRM system?
A) Having an integrated company web site
B) Adopting a customer orientation
C) Having a chief executive who is an expert in building and implementing systems
D) Adopting new technology before the competition
E) Having an innovative organizational culture
4. Catalogue marketing, door-to-door leafleting and in-bound telemarketing are all examples of:
A) Direct marketing
B) Database marketing
C) Buzz marketing
D) Mobile marketing
E) All of the above
5. If an advertising campaign is designed to trigger a potential customer to place an order, the
technique is called:
A) Direct mail advertising
B) Sales promotions advertising
C) Direct response advertising
D) Buzz advertising
E) All of the above
6. Which of the following are advantages associated with catalogue marketing?
A) Distribution is decentralized, thereby reducing distribution costs
B) Suits all product categories, as products can be tested
C) Opportunity to display a wider range of products than could feasibly be achieved in a shop
D) Cheap to produce catalogues
E) Provides opportunities in countries where legislation restricts opening hours
7. Which of the following is not necessarily a customer benefit of Internet technologies?
A) Convenience
Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

B) Lower prices
C) Security
D) Information resource
E) Instant digital downloads
8. Asking for an order, summarizing the key points for the order, or offering a special deal for
placing an order are all examples of techniques which might be used at the _________ stage of
the selling process.
A) Opening
B) Closing
C) Follow-up
D) Demonstration
E) Presentation
9. Please complete the missing words in the statement below about the direct promotional methods.
_______ ?Direct Response ?Mobile ?Catalogue ?Buzz marketing is the passing of information
about products and services by verbal or electronic means in an informal person-to person
manner.
10. The effectiveness of Internet advertising can be measured through
a. click-through rates
b. purchase rates
c. conversion rates
d. online surveys
e. cookies
11. Where publicity is generated from word of mouth recommendations on the Internet or email, this
is referred to as which of the following?
A) Spam mail
B) E-mail publicity marketing
C) Viral marketing
D) Review marketing
E) Direct marketing
12. Which of the statements are true/false?
true

false

Paid search advertising commands the biggest share of online advertising spend.
Proximity marketing is essentially electronic word-of-mouth communication.
Click trough rates of banner ads are estimated to be as low as 0.002 per cent.
Permission marketing means that consumer disagree to receive email
communications from organizations.
Email marketing is easy to use and costs little to produce but suffers from junk
and spam.
Facebook can be narrowly targeted on criteria like age, gender, marital status,
education, location and interests.
Advertisers can choose to pay per 1000 impressions or per click through.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

13. Please decide which of the following statements are true about the advantages of Mobile
Marketing.
The advantages of Mobile marketing are
a. it is time-flexible and cost effective
b. can be targeted and personalized
c. it is interactive, that is the receiver can respond
d. allows for sending messages depending on the current location of the user, e.g. cooking
recipes while in grocery shop
e. is well-received by mobile phone users
f. is immediate and measureable
g. can assist in database development
14. Key Account Management is likely to be used when a company has:
A) A large number of small volume buyers
B) A small number of small volume buyers
C) A small number of large volume buyers
D) All the buyers are concentrated in one geographical area
E) All the buyers are concentrated in one market segment

Open Questions
1. Companies now have a variety of direct marketing media that they can consider when planning a
direct marketing campaign. Compare and contrast any two direct marketing media. In your
answer, give examples of the kinds of markets in which the media you have chosen might be
useful.
2. Discuss the impact of the Internet on each aspect of the marketing mix.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 11: Distribution

1. Please complete the missing words in the statement below about the industrial distribution
channels.
Industrial distribution channels tend to be __________? longer ?shorter than consumer
distribution channels because of the _______ ? small ?large number of customer. Service channel
tend to be ____________? short ?long due to the inseparability of the product/service.
2. Which of the statements are true/false?
true

false

Large malls, like the Mall of the Emirates in Dubai, or MyZeil in Frankfurt show the
growing link between shopping and leisure.
Manufacturers exercise considerable power over supermarket chains because of
their enormous production capacity.
The producer direct to consumer channel or direct selling is losing of importance
due to concerns about quality and the fact that more women are working.
The use of wholesalers makes economic sense for small retailers (e.g. Kiosks) with
limited order quantities.
Selling over agents typically takes place when companies enter foreign markets.
3. What might be reasons that companies like Procter & Gamble decide to use channel
intermediaries like supermarkets instead of direct selling to the customer?
a. Customers are geographically dispersed and to buy products locally
b. producers are lacking financial and managerial resources to take on channel operations
c. producers want control over prices and stocks
d. There is a need of close contact between producer and customer
4. Intensive distribution is a practice which involves:
A) Using all available outlets to provide saturation of the marketplace
B) Using a number of outlets in a specific location
C) Using only one wholesaler
D) Using only one retailer
E) Using only one Business-to-business distributor
5. Avon Cosmetics and Tupperware are examples of companies which have only two types of
organizations in the distribution channel. These organizations are:
A) Producer and Agent
B) Producer and wholesaler
C) Retailer and consumer
D) Producer and consumer
E) Agent and consumer
6. A legal contract in which a producer and a channel member agree each members rights and
obligations is called a:
A) Vertical arrangement
B) Franchise agreement
C) Selective distribution
D) Multichannel agreement
E) Contract arrangement
Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

7. Own-label brands are used by retailers to:

A) Sell more products
B) Sell cheaper products
C) Extract more profit
D) Protect market share
E) Be independent from manufacturers
8. Which type of retail operation has a narrow product focus but an unusually large width and depth
to the product range?
A) Discount houses
B) Convenience stores
C) Supermarkets
D) Catalogue stores
E) Category killers
9. RFID stands for:
A) Radio Frequency in Derbyshire
B) Radar For Identification
C) Radio Frequency Identification
D) Retailer Format Identification
E) Request For Identification
10. JIT inventory control ensures:
A) High inventory levels are maintained
B) Low inventory levels are maintained
C) Deliveries are on time
D) Many daily deliveries
E) The flow of goods ordered is low
11. There are fewer limitations on the size of online retailers inventory because:
A) There are no capital requirements for setting up an online store
B) The customers have more say in what an online retailer should stock
C) There are no physical space restrictions
D) There is more opportunity to try new products
E) The target market is global
12.

A key success factor for Mller yoghurt was that they convinced Tesco to stock the brand. In
this case what role in distribution management was Tesco playing?
A) Channel integrators
B) Channel mediators
C) Channel distributors
D) Channel intermediaries
E) Channel administrators

Prof. Dr. Erika Graf

Review Questions

13.

Introduction to Marketing

A manufacturer, through its size and strong brands, dominates a market and may exercise
considerable power over intermediaries even though they are independent. This power may
result in:
A) A company in administration
B) An administered vertical marketing system
C) A corporate marketing system
D) A category killer
E) A Retail Chain

14. Store location is critically important to retailer success. When Starbucks considered where to
locate its coffee shops they looked carefully at behavior patterns of the commuters who were the
key target market and decided to locate the stores:
A) on the side of the street most favored by the commuters
B) next to the nearest tube station
C) near to convenient parking
D) on the opposite side of the street where commuters walk so they were likely to see the
store.
E) anywhere as the Starbucks brand is so strong commuters will find the store.
15.

The process of bypassing traditional intermediaries such as travel agents is known as which of
the following?
A) Intermediation
B) Disintermediation
C) Cross intermediation
D) By intermediation
E) Reintermediation

16. Producers benefit from using intermediaries because they ________.

A. offer greater efficiency in making goods available to target markets
B. bring a fresh point of view to strategy development
C. eliminate risk
D. are generally backlogged with orders
E. refuse to store products for longer than a few days
17.

When a company determines the number of channel members to use at each level, three
strategies are available: intensive, exclusive, and ________ distribution.
A. multichannel
B. selective
C. international
D. direct
E. extensive

Open Questions
18.
19.

Distribution intensity decisions should be integrated with all other marketing mix decisions.
Discuss.
Describe situations which can lead to conflict between channel members. What can be done
to avoid and resolve conflict?

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

Chapter 12: Marketing Planning and Strategy

1. Please complete the missing words in the statement below about the business mission.
A business mission is a broadly defined ______________________________? enduring statement
? solid idea of purpose that ___________________? distinguishes ?uplifts a business from other
of its type.
2. Please complete the missing words in the statement below about the SBU.
SBU stands for _____________________________________________ ?strategic business unit ?
superior benefit uniqueness ? sustainable behavior uniform

3. P&Gs vision statement Touching and Improving More Consumers Lives in More Parts of the
World...More completely is designed to
a. inspire employees
b. demonstrate what the business should aim to become
c. inspire customers
d. explain where the business stands
e. communicate business strategies
4. Marketing planning is part of a broader concept known as:
A) Business strategy
B) Business planning
C) Strategic planning
D) Tactical planning
E) Mission marketing

5.

A broadly defined, enduring statement of purpose that distinguishes a business from others of
its type is referred to as which of the following?
A) A purpose statement
B) A focus statement
C) A tactical plan
D) A business mission
E) A strategic statement

6. Please decide which of the statements about the BCG matrix below are true or false.

true

false

Stars are products which are absorbing large amounts of advertising cash due to
stagnant growth
Stars are products with a high market in high growth markets
Poor Dogs which have absorbed large amounts of cash in their launch, however
little or no gains have been made in terms of market share
Cash Cows are products with a high market share in low growth markets
Question Marks are weak products that compete in low growth markets

Prof. Dr. Erika Graf

Review Questions

7.

Introduction to Marketing

The marketing audit is a systematic examination of the marketing environment. Please decide,
which of the following is not considered as part of the macroenvironment audit.
A) Inflation
B) New Laws
C) Supplier competencies
D) Conservation
E) Pollution

8. List the five elements of Porters five forces model

i.
ii.
iii.
iv.
v.

______________________
____________________
____________________
____________________
_____________________

9. Please decide which of the following statements may represent an entry barrier.
Which of the following may represent an entry barrier?
a. Switching cost
b. Access to distribution
c. Price
d. Transaction Costs
e. Economies of scale
f. Expected retaliation
10. Please decide which of the following statements are correct about the bargaining power of the
suppliers.
The bargaining power of suppliers will be high when:
A) Suppliers threaten to integrate forward into the industry
B) The industry is a key customer group to the suppliers
C) There are few buyers and many dominant suppliers
D) Switching cost of suppliers and firms are high
E) There are undifferentiated products
11. Please decide which of the following statements is correct for the below described statement.
The intensity of rivalry between competitors in an industry will depend on which of the following?
A) Degree of differentiation
B) Structure of costs
C) Structure of competition
D) Switching costs
E) All of the above determine the intensity of rivalry
12. Please decide which of the following analysis is correct for the below described statement.
The examination of the suitability of marketing objectives and segmentation bases in the light of
changes in the marketplace is investigated by which of the following?
A) SWOT analysis
B) External analysis
C) Macroenvironment analysis
D) Strategic issue analysis
E) Market viability analysis

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

13. Please decide which of the following strategies are Product Growth Strategies according to the
Ansoff Matrix.
a.
b.
c.
d.
e.

Diversification
Product expansion
Innovation
Market development
Product development

14. Please decide which of the following market entry strategies is correct.
When a company decides to enter new markets with new products this is
a. Diversification
b. Product expansion
c. Market expansion
d. Market development
e. Global strategy
15. When Nestl sells products like Kitkat and Nescaf in emerging markets this is
a. Diversification
b. Product expansion
c. the most riskiest alternative
d. Market development
e. Product development
16. Which products to be sold in which markets are described by the _______________? strategic
thrust ? marketing objectives ? SWOT analysis.
17. What are the four alternative strategic objectives?
i. ______________________
ii. ____________________
iii. ____________________
iv. ____________________
18.
For new products the strategic objective will be most likely _____________________ ?build sales
and market share ? heavily advertise and promote.

19. According to Porter primary activities are

a. Procurement
b. Operations
c. Marketing and Sales
d. Human Resource management
e. Service
20. The value chain serves to identify sources of competitive advantage and differentiates between
the ___________________ ?primary ?in-bound and _______________ ? support ?out-bound
activities of a company.

Prof. Dr. Erika Graf

Review Questions

Introduction to Marketing

21. List the six tests for an effective core marketing strategy.
i. ____________________
ii. ____________________
iii. ____________________
iv. ____________________
v. ____________________
vi. ____________________
22. List at least four marketing metrics that are frequently used in UK firms and elsewhere.
i. ____________________
ii. ____________________
iii. ____________________
iv. ____________________

Open Questions
23.
24.

Discuss some of the difficulties that can be encountered in making marketing planning work in
an organisation. How can these difficulties be overcome?
Compare and contrast a cost leadership strategy with a differentiation strategy. Is it possible to
pursue both strategies simultaneously?

Prof. Dr. Erika Graf