D174 WGU
Marketing Management D174 WGU Exam
Study Guide Questions with Correct
Answers 2025
Miles and Snow's Strategy Types -Correct Answer ✔1. Prospector
2. Analyzer
3. Defender
4. Reactor
Prospector
(Miles & Snow) -Correct Answer ✔Firm exhibits continual innovation by finding and
exploiting new product and market opportunities.
Analyzer
(Miles & Snow) -Correct Answer ✔Firm relies heavily on analysis and imitation of the
successes of other organizations, especially prospectors.
Defender
(Miles & Snow) -Correct Answer ✔Firm searches for market stability and production of
only a limited product line directed at a narrow market segment, focusing on protecting
established turf.
Reactor
(Miles & Snow) -Correct Answer ✔Firm lacks any coherent strategic plan or apparent
means of effectively competing; reactors do well to merely survive in the competitive
markerplace.
D174 WGU
,D174 WGU
Direct Product Extension -Correct Answer ✔Introduce a product produced in the
company's home market into an international market with NO PRODUCT CHANGES.
**Think foreign marketing or No direct foreign marketing.
Product Adaptation -Correct Answer ✔Alter an existing product to fit local needs and
legal requirements.
**Think International Marketing (and or Global as they are similar)
Product Invention -Correct Answer ✔Create a new product specifically for an
international market. Sometimes old products discontinued in one market can be
reintroduced in a new market aka Backward Invention.
What are the 6Cs of Channel Strategy? -Correct Answer ✔- cost
- capital
- control
- coverage
- character
- continuity
Global Marketing Themes -Correct Answer ✔Adjusting only the color and language to
local market conditions.
Boston Consulting Group (BCG) Growth-Share Matrix -Correct Answer ✔A popular
approach for in-firm portfolio analysis that categorizes business units' level of
contribution to overall firm based on two factors: Market growth rate and competitive
position.
Four Cells of BCG Growth Matrix -Correct Answer ✔1. Stars (high share, high growth)
D174 WGU
,D174 WGU
2. Cash Cows (high share, low growth)
3. Dogs (low share, low growth)
4. Problem Children/Question Marks (low share, high growth)
Market Information System (MIS) -Correct Answer ✔A continuing process of identifying,
collecting, analyzing, accumulating, and dispensing critical information to marketing
decision makers.
Essentially, MIS is an "information bank" where data relevant to the company's
marketing efforts are collected and stored until management needs to "withdraw"
What are the steps of the Market Research Process? -Correct Answer ✔1. Define the
research problem
2. Establish research design
3. Search secondary sources
4. Collect the data
5. Analyze the data
6. Report the findings
Exploratory Research -Correct Answer ✔Self-explanatory. IT IS ABOUT DISCOVERY.
- clarifying the research problem
- develop hypothesis for descriptive or casual research
- gaining additional insight
- answering the research question.
Descriptive Research -Correct Answer ✔Seeks to describe or explain some phenomenon.
- Identifying the characteristics of our target market
D174 WGU
, D174 WGU
- Assessing competitors' actions in the marketplace
- Determining how customers use our product.
Casual Research -Correct Answer ✔Tries to discover the cause and effect between
Variables
A company in a competitive industry needs to conduct an internal and external company
analysis to determine future marketing strategies.
Which form of analysis should the company use? -Correct Answer ✔A. Porter's Five
Forces
B. Requirements
C. SWOT
D. Portfolio
Correct Answer: C. SWOT
A grocery store's marketing plan states that the company will purchase billboard
advertising space during the first three months of the year.
At which planning level has the statement been written? -Correct Answer ✔A. Basic
B. Strategic
C. Tactical
D. Dynamic
D174 WGU
Marketing Management D174 WGU Exam
Study Guide Questions with Correct
Answers 2025
Miles and Snow's Strategy Types -Correct Answer ✔1. Prospector
2. Analyzer
3. Defender
4. Reactor
Prospector
(Miles & Snow) -Correct Answer ✔Firm exhibits continual innovation by finding and
exploiting new product and market opportunities.
Analyzer
(Miles & Snow) -Correct Answer ✔Firm relies heavily on analysis and imitation of the
successes of other organizations, especially prospectors.
Defender
(Miles & Snow) -Correct Answer ✔Firm searches for market stability and production of
only a limited product line directed at a narrow market segment, focusing on protecting
established turf.
Reactor
(Miles & Snow) -Correct Answer ✔Firm lacks any coherent strategic plan or apparent
means of effectively competing; reactors do well to merely survive in the competitive
markerplace.
D174 WGU
,D174 WGU
Direct Product Extension -Correct Answer ✔Introduce a product produced in the
company's home market into an international market with NO PRODUCT CHANGES.
**Think foreign marketing or No direct foreign marketing.
Product Adaptation -Correct Answer ✔Alter an existing product to fit local needs and
legal requirements.
**Think International Marketing (and or Global as they are similar)
Product Invention -Correct Answer ✔Create a new product specifically for an
international market. Sometimes old products discontinued in one market can be
reintroduced in a new market aka Backward Invention.
What are the 6Cs of Channel Strategy? -Correct Answer ✔- cost
- capital
- control
- coverage
- character
- continuity
Global Marketing Themes -Correct Answer ✔Adjusting only the color and language to
local market conditions.
Boston Consulting Group (BCG) Growth-Share Matrix -Correct Answer ✔A popular
approach for in-firm portfolio analysis that categorizes business units' level of
contribution to overall firm based on two factors: Market growth rate and competitive
position.
Four Cells of BCG Growth Matrix -Correct Answer ✔1. Stars (high share, high growth)
D174 WGU
,D174 WGU
2. Cash Cows (high share, low growth)
3. Dogs (low share, low growth)
4. Problem Children/Question Marks (low share, high growth)
Market Information System (MIS) -Correct Answer ✔A continuing process of identifying,
collecting, analyzing, accumulating, and dispensing critical information to marketing
decision makers.
Essentially, MIS is an "information bank" where data relevant to the company's
marketing efforts are collected and stored until management needs to "withdraw"
What are the steps of the Market Research Process? -Correct Answer ✔1. Define the
research problem
2. Establish research design
3. Search secondary sources
4. Collect the data
5. Analyze the data
6. Report the findings
Exploratory Research -Correct Answer ✔Self-explanatory. IT IS ABOUT DISCOVERY.
- clarifying the research problem
- develop hypothesis for descriptive or casual research
- gaining additional insight
- answering the research question.
Descriptive Research -Correct Answer ✔Seeks to describe or explain some phenomenon.
- Identifying the characteristics of our target market
D174 WGU
, D174 WGU
- Assessing competitors' actions in the marketplace
- Determining how customers use our product.
Casual Research -Correct Answer ✔Tries to discover the cause and effect between
Variables
A company in a competitive industry needs to conduct an internal and external company
analysis to determine future marketing strategies.
Which form of analysis should the company use? -Correct Answer ✔A. Porter's Five
Forces
B. Requirements
C. SWOT
D. Portfolio
Correct Answer: C. SWOT
A grocery store's marketing plan states that the company will purchase billboard
advertising space during the first three months of the year.
At which planning level has the statement been written? -Correct Answer ✔A. Basic
B. Strategic
C. Tactical
D. Dynamic
D174 WGU
