WorksheetsMINITEST 1 - MARKETING STRATEGY
Total questions: 28
Worksheet time: 7mins
Which of the following is NOT one of the stated purposes of marketing strategy in the lectures?
A. To set the direction of the organisation and decide which products and markets to invest in
B. To define how the firm will create value for customers
C. To describe how to perform marketing activities (4Ps) better than competitors
D. To guarantee that the company will always achieve maximum profit each year
Q4. “Strategic fit” in marketing strategy refers to:
A. Matching employee skills with job descriptions
B. Matching organisational strengths and weaknesses with environmental opportunities and threats
C. Ensuring the product “fits” the packaging design
D. Ensuring the brand name fits the corporate mission
Q2. In the macro–meso–micro framework of the marketing environment, which example belongs to the meso environment?
A. A change in national interest rates
B. A new competitor entering the same industry
C. The firm’s organisational structure
D. Employees’ skills and capabilities
CSF
10
Q9. In the STP framework, what is the correct logical order of activities?
Positioning → Targeting → Segmentation
Targeting → Segmentation → Positioning
Segmentation → Targeting → Positioning
Segmentation → Positioning → Targeting
According to the segmentation criteria discussed in class, demographic variables such as age and income are considered:
A. Soft, unobservable criteria
B. Hard, observable criteria
C. Psychographic variables
D. Behavioural, consumption-specific variables
Q7. Which of the following objectives best satisfies the SMART criteria?
Increase sales soon by year 2
Improve brand awareness as much as possible.at the end of august
Increase market share in Vietnam from 10% to 15% within two years.
All of them
In the lectures, which activity is most clearly classified as public relations (PR) rather than advertising?
A. Paying for a TV commercial during prime time
B. Posting a paid banner ad on a news website
C. Organising a press conference to manage a corporate crisis
D. Running a flash sale with discount coupons
Which pricing objective corresponds to charging a high initial price to capture customers willing to pay more, often innovators in the adoption process?
A. Penetration pricing
B. Survival pricing
C. Market skimming
D. Cost-plus pricing
In the context of place (distribution), “convenience” mainly refers to:
A. Offering the lowest price in the market
B. Ensuring products are easy to access and purchase where and when customers want them
C. Reducing the number of intermediaries even if customers cannot find the product
D. Making packaging easier to open
Q22. In the “three pillars” view of sustainable development, truly sustainable business strategies are those that:
A. Optimise economic performance even if social or environmental outcomes deteriorate
B. Focus on social impact and ignore financial viability
C. Integrate and co-develop economic, social and environmental dimensions simultaneously
D. Treat environmental concerns as a marketing communication issue only
