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WorksheetsMarketing Strategy and BCG Matrix Worksheet
Total questions: 80
Worksheet time: 40mins
Which of the following is not appropriate for a mission statement?
Defined according to customer needs
Focused on products and markets
Stated as “to maximize profit and sales”
Provides direction for employees
Mission statements should be oriented towards:
Customer needs and market opportunities
Shareholder returns only
Competitor weaknesses
Internal staff hierarchy
Which company’s market-oriented definition focuses on enriching people's lives through an experience?
Sephora
Starbucks
None of the above
“We sell coffee and snacks” is an example of a:
Market-oriented mission
Product-oriented mission
Vision statement
Competitive positioning statement
Which of the following best represents a market-oriented definition?
We produce smartphones.
We help people capture and share life’s moments.
We sell handbags and accessories.
We offer makeup products.
The main difference between product-oriented and market-oriented definitions is:
Product-oriented focuses on customer needs, while market-oriented focuses on products
Product-oriented focuses on what the company sells, while market-oriented focuses on customer value
Market-oriented is always shorter than product-oriented
Product-oriented is always correct
Designing the business portfolio involves:
Deciding employee job roles
Determining which businesses, products, or brands to invest in or discontinue
Setting daily operational schedules
Selecting office locations
Which of the following is an example of comparing SBUs in the same company?
Apple Vision Pro vs Samsung TV
Apple iPhone vs Apple Vision Pro
Starbucks Coffee vs Nescafé Coffee
Sephora vs Shopee
In the BCG Matrix, Stars are products or business units that:
Have a low market share in a slow-growing market
Are leaders in a fast-growing market
Generate no profit
Are close to end of life
Stars generally require:
Very little investment to maintain their position
No attention from management
Large investment to sustain or grow market share
Immediate discontinuation
In the BCG Matrix, Question Marks are products that:
Have high market share in a slow-growing market
Are leaders in fast-growing markets
Operate in a growing market but have low market share
Have low market share in a declining market
If investment in a Question Mark fails to increase market share, it may become a:
Cash Cow
Star
Dog
New product
In the BCG Matrix, Dogs are products that:
Have high market share in a fast-growing market
Have weak market share in a slow or declining market
Generate strong and stable profits
Require heavy investment to grow
The general strategic goal for Dog products is to:
Invest more to aggressively grow them
Expand into new international markets
Consider divesting, phasing out, or discontinuing them
Merge them with Star products
Which of the following is an example of a Dog for Apple?
Apple iPhone
Apple Watch
Apple Vision Pro
Apple iPod
One limitation of the BCG Matrix is that it can be:
Very simple and easy to implement
Difficult, time-consuming, and costly to implement
Only used for new businesses
Focused only on profit calculation
Management sometimes struggles with the BCG Matrix because:
SBUs are always very simple to identify
Market growth is always easy to calculate
It can be difficult to define SBUs and measure market share and growth
It guarantees accurate predictions
What is the primary focus of a market penetration strategy?
Launching new products in a new market
Increasing sales of existing products in the existing market
Developing new products for the existing market
Entering new markets with new products
Which of the following is an example of market penetration by AirAsia?
Launching flights to new destinations in Europe
Offering “Big Sale” promotions on existing routes like Kuala Lumpur to Bangkok
Developing a new airline app
Partnering with hotels to create holiday packages
What is the main focus of a market development strategy?
Increasing sales of existing products in the current market
Introducing new products into new markets
Introducing existing products into new geographical areas or customer segments
Reducing production costs to gain profit
Which of the following is an example of market development by Mixue?
Offering discounts on ice cream in China
Selling the same ice cream and tea products in Malaysia, Indonesia, Vietnam, Thailand, and the Philippines
Creating new beverage flavors in China
Running marketing campaigns in existing Chinese cities
What is the main focus of a product development strategy?
Increase sales of existing products in existing markets
Develop new products to serve current customers
Introduce existing products into new markets
Launch new products in new markets
Which of the following is an example of product development by McDonald’s?
Opening new restaurants in Indonesia
Introducing new menu items like McSpicy, Nasi Lemak Burger, or limited-time desserts
Offering “Buy 1 Free 1” promotions in existing outlets
Selling existing burgers in new markets
Why do companies use product development strategies?
To keep existing customers excited and returning
To target new geographical markets
To reduce inventory
To eliminate old products
What is the main focus of a diversification strategy?
Increase sales of existing products in the existing market
Introduce existing products into new markets
Develop new products for current customers
Introduce completely new products to new markets
Which of the following is an example of unrelated diversification?
A bakery opens a new café selling desserts in the same city
A technology company opens a restaurant chain
A car manufacturer starts producing electric scooters
A beverage company expands into new countries with the same drinks
The key difference between related and unrelated diversification is:
Related diversification targets existing customers, unrelated does not
Related diversification stays connected to the current business; unrelated diversification enters a completely different industry
Unrelated diversification is cheaper to implement than related diversification
Related diversification always uses new technology, unrelated does not
A marketing strategy helps a company:
Build brand loyalty and gain a competitive advantage
Only sell products at a lower price
Hire more employees
Focus solely on social media advertising
What is market segmentation?
Choosing which customers to sell to
Dividing the market into groups based on characteristics such as age, income, or location
Deciding how to position a product in the market
Offering discounts to all customers
What is positioning in marketing?
Dividing the market into segments
Choosing target segments to sell to
Deciding how to make the product stand out in the minds of customers
Offering loyalty programs to all customers
Why is building long-term partnerships with suppliers important?
To reduce marketing costs
To ensure mutual trust, reliability, and better coordination
To focus only on price negotiations
To avoid hiring new employees
What is a key benefit of working with multiple suppliers?
It increases dependency on a single supplier
It provides flexibility and reduces the risk of disruption
It reduces the need for quality control
It eliminates the need for contracts
What is the purpose of monitoring supplier performance?
To replace all suppliers annually
To identify the best-performing partners and maintain high standards
To avoid paying suppliers on time
To reduce the company’s market share
What is the role of marketing and distribution partners?
To produce raw materials
To help promote, sell, and distribute products to customers efficiently
To replace company employees
To develop new products
Why are intermediaries important for smaller businesses?
They provide free products
They help smaller businesses reach customers quickly and effectively, even without their own distribution networks
They reduce the need for customer service
They eliminate the need for marketing
Which of the following is an example of a reseller?
DHL
Shopee
A marketing agency
A bank
How do GrabFood and Foodpanda help local cafés?
By producing their ingredients
By helping them reach more customers through delivery platforms
By designing their cafés
By managing their employees
Which of the following is an example of direct competition?
ZUS Coffee vs Starbucks
ZUS Coffee vs Tealive
Starbucks vs new cafés entering the market
Coffee suppliers competing to sell beans
Who are indirect competitors?
Companies offering identical products to the same customers
Companies offering different products that fulfill the same customer need or desire
Suppliers
Marketing agencies
Who are potential competitors?
Current direct competitors
Companies that may enter the market in the future
Financial intermediaries
Marketing agencies
Which of the following is a strategy to handle competition?
Ignoring competitors’ moves
Product innovation, competitive pricing, brand loyalty programs, and market research
Reducing marketing efforts
Only selling online
Which of the following is an example of product innovation to compete?
ZUS Coffee offering a loyalty app
Starbucks introducing seasonal drinks or new flavours
ZUS Coffee charging lower prices
Conducting market research
How do brand loyalty programs help companies handle competitors?
They force competitors to lower prices
They reward repeat customers, encouraging them to return
They reduce marketing costs
They eliminate the need for market research
Which of the following is an example of a business market?
An individual buying coffee from Starbucks
A car manufacturer purchasing tires from another company
A government agency buying office supplies
Malaysian companies exporting palm oil
What are government markets?
Individual consumers buying products for personal use
Public institutions purchasing products or services such as vehicles, office supplies, or catering
Companies buying raw materials
Foreign buyers purchasing exported goods
Which of the following is an example of an international market?
Local cafés selling coffee in Kuala Lumpur
Malaysian companies exporting electronics to Singapore
A government office purchasing stationery
A car manufacturer buying tires from a local supplier
Why is managing relationships with marketing publics important?
To reduce product costs
To build trust, goodwill, and a positive image for the company
To avoid hiring employees
To eliminate competitors
Which of the following is an example of media publics?
Residents concerned about pollution
Influencers reviewing products on Instagram or TikTok
Bank approving a business loan
Employees attending training programs
Which of the following is an example of local community publics?
Journalists writing a product review
Residents around a factory concerned about pollution or job opportunities
Investors approving funding
Employees designing a new product
How does Malaysia’s young, tech-savvy population influence businesses?
By increasing demand for traditional retail only
By driving digital consumption, such as online food delivery and e-commerce
By reducing social media usage
By limiting smartphone adoption
Which of the following is an example of businesses responding to Malaysian social and lifestyle trends?
Halal certification for F&B businesses
Healthland and Amazin’ Graze offering fitness and organic products
GrabFood and FoodPanda providing food delivery services
All of the above
How are Malaysian consumers responding to environmental concerns?
By ignoring eco-friendly products
By demanding sustainable practices and eco-friendly products
By avoiding all packaged goods
By preferring only imported products
Which government initiatives support eco-friendly practices in Malaysia?
Promoting renewable energy and electric vehicles (EVs)
Reducing taxes on sugary drinks
Encouraging fast-food chains
Subsidizing fossil fuels
Which of the following are examples of businesses adopting eco-friendly practices in Malaysia?
Tesla and Proton EV initiatives for green transport
Nestlé Malaysia introducing paper straws and recyclable packaging
Both A and B
None of the above
Which of the following is an example of a law that businesses in Malaysia must comply with?
Employment Act 1955
Consumer Protection Act 1999
Environmental Quality Act 1974
Personal Data Protection Act (PDPA) 2010
All of the above
Why is data protection important for digital businesses like Lazada and Shopee?
To reduce product costs
To comply with PDPA 2010 and protect customer information
To avoid paying taxes
To increase delivery speed
What can happen if a company violates legal and regulatory requirements?
Gain competitive advantage
Damage reputation and face fines or bans
Increase brand loyalty
Reduce operational costs
What is a reference group in marketing?
A group of suppliers influencing product pricing
A group in society that directly or indirectly influences an individual’s purchasing behavior
Government regulators controlling marketing
A group of competitors in the same market
Why do companies use opinion leaders in marketing?
To provide raw materials
To leverage their special skills, knowledge, personality, or characteristics to influence others’ purchasing behavior
To set government regulations
To reduce production costs
What does lifestyle in marketing refer to?
A person’s age and income level
A person’s pattern of living as expressed in psychographics
A person’s location and occupation only
A person’s legal compliance
What are the three major AIO dimensions used to measure lifestyle?
Age, Income, Occupation
Activities, Interests, Opinions
Assets, Investments, Opportunities
Attitudes, Influences, Objectives
Which of the following is an example of experiential learning?
Avoiding certain foods based on a doctor’s advice
Choosing a restaurant after enjoying its food previously
Reading an advertisement
Following government guidelines
Which of the following is an example of conceptual learning?
Learning to ride a bicycle by practicing
Avoiding certain foods based on advice from a doctor without direct experience
Tasting new food and liking it
Buying a product after using it
What characterizes complex buying behavior?
Products are inexpensive and purchased frequently
Products are expensive, risky, purchased infrequently, and highly self-expressive
Consumers have no interest in learning about the product
Decisions are made solely based on brand loyalty
Which of the following represents the correct order of the consumer decision-making process?
Information Search → Need Recognition → Purchase → Evaluation of Alternatives → Postpurchase Behavior
Need Recognition → Information Search → Evaluation of Alternatives → Purchase → Postpurchase Behavior
Need Recognition → Purchase → Evaluation of Alternatives → Information Search → Postpurchase Behavior
Evaluation of Alternatives → Information Search → Purchase → Postpurchase Behavior → Need Recognition
During which stage do consumers actively seek out details about products or brands to satisfy a need?
Evaluation of Alternatives
Information Search
Postpurchase Behavior
Need Recognition
The postpurchase behavior stage mainly involves:
Searching for product information
Comparing product features
Assessing satisfaction after the purchase
Recognizing a new need
How do consumers learn about products in complex buying behavior?
They rely on YouTube reviews, reference groups, expert opinions, and research
They ignore information entirely
They only consider price
They make decisions based on impulse
What is cognitive dissonance in postpurchase behavior?
A marketing strategy
The inner tension a consumer feels when recognizing inconsistency between their values or opinions and their purchase behavior
A type of supplier contract
A pricing technique
Which of the following best describes Innovators?
They are skeptical and buy only when the product is common
They love new ideas and try products first, even if expensive
They wait for others to test the product first
They avoid change and prefer traditional ways
The Early Majority will usually adopt a product:
Immediately after launch
When price drops
After seeing proof and reviews
Only when the old option is gone
Which statement best describes the Late Majority?
They adopt when everyone else already uses the product
They are the first to buy new innovations
They influence others to try new products
They buy only when they see proof from innovators
Who are Laggards according to the adoption categories?
People who love new ideas and trends
People who prefer traditional ways and adopt last
People who are cautious but open to innovation
People who promote products on social media
Which of the following is an example of marketing-controlled information?
Personal recommendations from friends
Product information from traditional or digital marketing, such as advertisements or company websites
Online reviews written by other consumers
Word-of-mouth from family
Which of the following is an example of non-marketing controlled information?
TV advertisements
Social media ads
Reviews on websites, advice from family and friends, word-of-mouth (WOM)
Email promotions
How do marketing-controlled and non-marketing controlled sources differ?
Marketing-controlled sources are independent; non-marketing sources are controlled by the company
Marketing-controlled sources are influenced by the company; non-marketing sources are independent of company influence
Both are the same
Non-marketing sources are always inaccurate
Which of the following is an example of external stimuli?
A consumer’s personal preference for a product
A friend recommending a new restaurant
A consumer’s memory of past purchases
Internal motivation to buy a product
What characterizes habitual buying behavior?
High consumer involvement and extensive brand comparison
Low consumer involvement and little significant brand difference
High-risk, expensive purchases requiring research
Purchases influenced by opinion leaders only
Which of the following is a typical example of variety-seeking buying behavior?
Buying a car after researching features and prices
Buying cookies and switching brands frequently for variety or boredom
Purchasing sugar from the same brand every time
Choosing a supplier for manufacturing parts
Which of the following is an example of perception influencing consumer behavior?
Choosing a product solely because a friend recommends it
Selecting a restaurant because the ambience, smell, and food presentation create a positive impression
Following legal regulations in business
Signing a supplier contract
