MKTG 6070 D384 MARKETING EXPERIENTIAL CAPSTONE EXAM 2025
|160 QUESTIONS WITH ACCURATE SOLUTIONS
1. To design a winning marketing strategy, what are the two important
questions a marketing manager must answer?
What customers will we serve? How can we serve these
customers best?
What customers will we serve? How can we maximize profits?
What markets should we enter? How do we maximize sales in
those markets?
How can we serve our customers best? How can we maximize
profits?
Who are our competitors? How can we beat our competitors?
2. A ________ market is a set of buyers who share common needs a firm
decides to serve.
mass
local
target
differentiated
3. What is the definition of line extension in marketing?
Extending an existing brand name to new forms, colors, sizes,
ingredients, or flavors of an existing product category
Reducing the price of an existing product to increase sales
Discontinuing a product that is not performing well
Creating a completely new brand for a different product category
,4. What type of competitive advantage focuses on producing goods or
services at the lowest cost?
Cost leadership
Focus Strategy
Differentiation
Quality leadership
5. What is one key principle of effective communication in marketing
according to the text?
Clear, precise expression in few words
Complex language is more persuasive
Lengthy descriptions are preferred
Use of technical jargon is essential
6. In the BCG Matrix, what is the term used for a company with low growth
and high market share?
Star
Dog
Cow
Question Mark
7. If a company identifies a shift in consumer preferences towards
sustainable products, how should strategic planning be adjusted to
address this change?
By increasing advertising for existing products regardless of
sustainability.
By reducing the marketing budget to cut costs.
, By realigning objectives and resources to develop and market
sustainable products that meet new consumer demands.
By continuing with the current product line without changes.
8. What is a common reason for the failure of new products in marketing?
They have too many features.
They are marketed to the wrong audience.
Some products don't create real value.
They are priced too low.
9. A ______________ is a product that is interchangeable with other products,
widely available, and, therefore, undifferentiated - differentiated only by
price.
luxury item
service
commodity
good
10. Based on our discussion of Charles Lindbergh and positioning, what can
we learn from Clarence Chamberlin?
For a customer to adopt a new product over the old one, the
new product must provide clear value through a discernible
point of difference.
It's not necessary to occupy a position in the consumer's mind
You must be first to market to be successful.
All the above
Having the better product is a guarantee of success.
, 11. If a company wants to improve its market position against competitors,
what steps should it take based on the positioning strategy discussed?
Focus solely on lowering prices to attract customers.
Assess the positions occupied by competing products and
choose a market position for maximum impact.
Increase advertising without analyzing competitors.
Ignore customer feedback and rely on past successes.
12. What is the primary distinction between horizontal and vertical
strategies in product development?
Horizontal strategies focus on a single product line, while vertical
strategies diversify into multiple markets.
Horizontal strategies are used for cost leadership, while vertical
strategies are for differentiation.
Horizontal strategies involve producing different products for
various tastes, while vertical strategies map out a product line
from lower to higher-end brands.
Horizontal strategies prioritize brand loyalty, while vertical
strategies emphasize market segmentation.
13. If a company decides to implement a vertical strategy by introducing a
new luxury brand above its existing product lines, what potential
challenges might it face?
The company may face challenges in maintaining brand
identity and ensuring that the new luxury brand does not
alienate existing customers.
The company will need to reduce its marketing budget to
accommodate the new brand.
The company may struggle with production costs due to
increased complexity in the supply chain.
|160 QUESTIONS WITH ACCURATE SOLUTIONS
1. To design a winning marketing strategy, what are the two important
questions a marketing manager must answer?
What customers will we serve? How can we serve these
customers best?
What customers will we serve? How can we maximize profits?
What markets should we enter? How do we maximize sales in
those markets?
How can we serve our customers best? How can we maximize
profits?
Who are our competitors? How can we beat our competitors?
2. A ________ market is a set of buyers who share common needs a firm
decides to serve.
mass
local
target
differentiated
3. What is the definition of line extension in marketing?
Extending an existing brand name to new forms, colors, sizes,
ingredients, or flavors of an existing product category
Reducing the price of an existing product to increase sales
Discontinuing a product that is not performing well
Creating a completely new brand for a different product category
,4. What type of competitive advantage focuses on producing goods or
services at the lowest cost?
Cost leadership
Focus Strategy
Differentiation
Quality leadership
5. What is one key principle of effective communication in marketing
according to the text?
Clear, precise expression in few words
Complex language is more persuasive
Lengthy descriptions are preferred
Use of technical jargon is essential
6. In the BCG Matrix, what is the term used for a company with low growth
and high market share?
Star
Dog
Cow
Question Mark
7. If a company identifies a shift in consumer preferences towards
sustainable products, how should strategic planning be adjusted to
address this change?
By increasing advertising for existing products regardless of
sustainability.
By reducing the marketing budget to cut costs.
, By realigning objectives and resources to develop and market
sustainable products that meet new consumer demands.
By continuing with the current product line without changes.
8. What is a common reason for the failure of new products in marketing?
They have too many features.
They are marketed to the wrong audience.
Some products don't create real value.
They are priced too low.
9. A ______________ is a product that is interchangeable with other products,
widely available, and, therefore, undifferentiated - differentiated only by
price.
luxury item
service
commodity
good
10. Based on our discussion of Charles Lindbergh and positioning, what can
we learn from Clarence Chamberlin?
For a customer to adopt a new product over the old one, the
new product must provide clear value through a discernible
point of difference.
It's not necessary to occupy a position in the consumer's mind
You must be first to market to be successful.
All the above
Having the better product is a guarantee of success.
, 11. If a company wants to improve its market position against competitors,
what steps should it take based on the positioning strategy discussed?
Focus solely on lowering prices to attract customers.
Assess the positions occupied by competing products and
choose a market position for maximum impact.
Increase advertising without analyzing competitors.
Ignore customer feedback and rely on past successes.
12. What is the primary distinction between horizontal and vertical
strategies in product development?
Horizontal strategies focus on a single product line, while vertical
strategies diversify into multiple markets.
Horizontal strategies are used for cost leadership, while vertical
strategies are for differentiation.
Horizontal strategies involve producing different products for
various tastes, while vertical strategies map out a product line
from lower to higher-end brands.
Horizontal strategies prioritize brand loyalty, while vertical
strategies emphasize market segmentation.
13. If a company decides to implement a vertical strategy by introducing a
new luxury brand above its existing product lines, what potential
challenges might it face?
The company may face challenges in maintaining brand
identity and ensuring that the new luxury brand does not
alienate existing customers.
The company will need to reduce its marketing budget to
accommodate the new brand.
The company may struggle with production costs due to
increased complexity in the supply chain.
