WorksheetsStrategic Marketing and Brand Management Practice Questions
Total questions: 60
Worksheet time: 30mins
Name
Class
Date
1.
What is the primary goal of strategic marketing?
a)
a) Short-term sales increase
b)
b) Long-term customer relationship building
c)
c) Price discounting
2.
Strategic marketing differs from marketing strategy in that it:
a)
a) Focuses only on social media
b)
b) Is long-term and research-driven
c)
c) Uses slogans and taglines
3.
What best describes the Customer Value Journey (CVJ)?
a)
a) A bank's internal audit process
b)
b) The stages a customer passes through from awareness to advocacy
c)
c) A budget planning framework
4.
Which of the following is a key outcome of strategic marketing?
a)
a) One-time product use
b)
b) Sustained brand loyalty
c)
c) Employee satisfaction
5.
In strategic marketing, customer needs are identified through:
a)
a) Guesswork
b)
b) Research and data analytics
c)
c) Product launches
6.
Which term best captures the mindset of strategic marketers
a)
a) Long-term value creation
b)
b) Ad-hoc promotions
c)
c) Seasonal advertising
7.
Which of the following best describes Emeka’s role in the CVJ model?
a)
a) Bank employee
b)
b) Marketing executive
c)
c) Fictitious potential customer
8.
Which of the following is NOT a stage in the CVJ?
a)
a) Awareness
b)
b) Budgeting
c)
c) Advocacy
9.
What is the first step in the Customer Value Journey?
a)
a) Awareness
b)
b) Adoption
c)
c) Loyalty
10.
Strategic marketing is considered successful when:
a)
a) Products sell out immediately
b)
b) Marketing costs are reduced
c)
c) Customers become advocates
11.
What stage follows awareness in the CVJ?
a)
a) Decision
b)
b) Consideration
c)
c) Adoption
12.
Which platform is commonly used for location-based advertising?
a)
a) Instagram
b)
b) WhatsApp status
c)
c) Email newsletters
13.
Local SEO helps the bank by:
a)
a) Selling physical products
b)
b) Showing up in search results for location-specific queries
c)
c) Reducing ad spend
14.
An example of influencer marketing would be:
a)
a) A finance blogger recommending Access Bank
b)
b) A customer using USSD codes
c)
c) An ATM dispensing flyers
15.
Why is strategic content marketing important at the awareness stage?
a)
a) It reduces staff workload
b)
b) It builds trust and educates prospects
c)
c) It increases product prices
16.
What kind of content is best for awareness?
a)
a) Educational blog posts
b)
b) Terms and conditions
c)
c) Internal memos
17.
When Emeka searches “best bank in Lagos,” what is the strategy used?
a)
a) Product design
b)
b) SEO
c)
c) Merchandising
18.
WhatsApp marketing is best suited for:
a)
a) Billboards
b)
b) Direct engagement and customer updates
c)
c) HR recruitment
19.
What is a good offline strategy for reaching newcomers to Lagos?
a)
a) Partnership with relocation agencies
b)
b) Sending cold emails
c)
c) Internal staff training
20.
Targeted ads on Instagram for young professionals exemplify:
a)
a) Strategic audience targeting
b)
b) Public relations
c)
c) Complaint resolution
21.
At the decision stage, customers are:
a)
a) Unaware of the brand
b)
b) Comparing options and ready to choose
c)
c) Already loyal advocates
22.
What helps smooth onboarding for new customers?
a)
a) User-friendly digital tools
b)
b) Printed posters
c)
c) Long forms
23.
Personalized emails help during:
a)
a) The decision stage
b)
b) Complaint resolution
c)
c) Budget planning
24.
What is a key benefit of branch visit incentives?
a)
a) Builds trust and creates a human connection
b)
b) Increases foot traffic only
c)
c) Avoids mobile banking
25.
A comparison tool helps customers by:
a)
a) Showing unrelated promotions
b)
b) Highlighting irrelevant competitors
c)
c) Clearly explaining product benefits vs competitors
26.
What is the purpose of a welcome package?
a)
a) To give away freebies
b)
b) To enhance the onboarding experience
c)
c) To delay account opening
27.
A drip campaign is:
a)
a) A series of automated, informative messages
b)
b) A one-time SMS blast
c)
c) A printed handout
28.
Onboarding is most effective when:
a)
a) Left entirely to technology
b)
b) Combined with human support
c)
c) Limited to app download
29.
Digital walkthroughs are important because:
a)
a) They replace product brochures
b)
b) They help customers explore banking features easily
c)
c) They are a legal requirement
30.
Personalized follow-up builds:
a)
a) Product inventory
b)
b) Compliance
c)
c) Customer confidence
31.
What is a brand ambassador?
a)
a) Someone who orders bank stationery
b)
b) A vendor contracted to design logos
c)
c) An employee who promotes the brand through daily interactions
32.
Why is customer advocacy important?
a)
a) It reduces training needs
b)
b) It improves inventory control
c)
c) It leads to organic growth and referrals
33.
How does CRM support long-term relationships?
a)
a) By sending marketing spam
b)
b) By using customer data to personalize service
c)
c) By creating loyalty points alone
34.
Which strategy can turn a satisfied customer into an advocate?
a)
a) Ignoring complaints
b)
b) Offering referral incentives
c)
c) Delaying onboarding
35.
What is a key part of brand management?
a)
a) Product recalls
b)
b) Managing customer perception and consistency
c)
c) Inventory tracking
36.
What builds brand trust?
a)
a) Changing colors regularly
b)
b) Promising more than you deliver
c)
c) Transparency and consistent service
37.
Which behavior strengthens Access Bank’s brand?
a)
a) Ignoring customer feedback
b)
b) Using aggressive upselling
c)
c) Active listening and tailored support
38.
A good loyalty program will:
a)
a) Reward continued use and referrals
b)
b) End after one transaction
c)
c) Punish complaints
39.
What’s an example of poor brand representation?
a)
a) Resolving issues quickly
b)
b) Being rude or dismissive
c)
c) Saying “thank you”
40.
Community building can happen through:
a)
a) Hosting workshops or customer meetups
b)
b) Closing early on Fridays
c)
c) Hiding account fees
41.
What does CAC stand for?
a)
a) Customer Acquisition Cost
b)
b) Credit Assessment Criteria
c)
c) Corporate Account Commission
42.
CLTV stands for:
a)
a) Central Ledger Transaction Value
b)
b) Customer Lending Trust Value
c)
c) Customer Lifetime Value
43.
A high CLTV to CAC ratio means
a)
a) Customers are leaving
b)
b) The campaign failed
c)
c) The bank is gaining more value than it spends
44.
What does ROMI measure?
a)
a) The return earned from marketing investment
b)
b) The number of referrals
c)
c) Website clicks only
45.
A good ROMI value shows:
a)
a) The campaign broke even
b)
b) The campaign was expensive
c)
c) The marketing spend delivered strong returns
46.
What’s a key performance metric in marketing?
a)
a) Conversion rate
b)
b) Meeting minutes
c)
c) Stationery requests
47.
Which KPI shows how many leads become customers?
a)
a) Impressions
b)
b) Conversion rate
c)
c) Foot traffic
48.
Which ratio tells you if a campaign was profitable?
a)
a) Account opening speed
b)
b) CLTV:CAC
c)
c) Brand color palette
49.
To calculate CAC:
a)
a) Divide total number of employees by customers
b)
b) Divide total marketing cost by new customers acquired
c)
c) Multiply customer revenue by churn
50.
An ideal CLTV:CAC ratio is:
a)
a) 1:1
b)
b) 2:1
c)
c) 3:1 or higher
51.
What is ROMI if revenue is ₦15M and cost is ₦5M?
a)
a) 1
b)
b) 2
c)
c) 2.0
52.
If Access Bank spends ₦10M and gains 5,000 customers, what is the CAC
a)
a) ₦5,000
b)
b) ₦2,000
c)
c) ₦500
53.
A marketing report should focus on:
a)
a) Team birthdays
b)
b) Cleaning schedules
c)
c) Business impact and performance metrics
54.
Personalized offers help improve:
a)
a) Payroll
b)
b) Expense reports
c)
c) Engagement and loyalty
55.
Cross-selling encourages:
a)
a) Customers to close accounts
b)
b) Customers to use more bank services
c)
c) Higher fees
56.
Omnichannel engagement means:
a)
a) Only using Instagram
b)
b) Combining online and offline channels
c)
c) Avoiding customer touchpoints
57.
CLTV is calculated using:
a)
a) Revenue - taxes
b)
b) Average revenue × customer lifespan - CAC
c)
c) Clicks per view
58.
A key benefit of customer-centric marketing is:
a)
a) Easier regulation
b)
b) Higher prices
c)
c) Greater loyalty and long-term revenue
59.
Marketing reports should be:
a)
a) Technical and confidential
b)
b) Clear, visual, and business-focused
c)
c) Avoided
60.
Shareholder value increases when:
a)
a) Customer churn rises
b)
b) Marketing spend increases without returns
c)
c) Loyal customers boost profitability
100 %
