Marketing Management Materials and Planning Templates 120
Applied Questions with Model Answers and Rationales 2026/2027
Practice questions
There are 40 cases with three questions each. Answer all 120 questions before
consulting the model answers. Use each case as the shared context for its three
questions.
Case 1 Market orientation
A retailer keeps promoting products customers no longer need.
1. What action should the marketing plan specify for this case?
2. What evidence or metric should the plan collect, and why?
3. A draft plan states: “Marketing starts only after a product is finished.” Revise this
assumption before implementation.
Case 2 Customer value
A cheap app takes hours to configure.
4. What action should the marketing plan specify for this case?
5. What evidence or metric should the plan collect, and why?
6. A draft plan states: “The lowest price always creates the highest value.” Revise this
assumption before implementation.
,Case 3 Value proposition
A software pitch lists fifty features without a customer outcome.
7. What action should the marketing plan specify for this case?
8. What evidence or metric should the plan collect, and why?
9. A draft plan states: “A long feature list is automatically a compelling value
proposition.” Revise this assumption before implementation.
Case 4 Market segmentation
A bank gives students and retirees the same product message.
10. What action should the marketing plan specify for this case?
11. What evidence or metric should the plan collect, and why?
12. A draft plan states: “Every segment should receive an identical marketing mix.”
Revise this assumption before implementation.
,Case 5 Behavioral segmentation
Subscribers differ mainly in usage frequency rather than age.
13. What action should the marketing plan specify for this case?
14. What evidence or metric should the plan collect, and why?
15. A draft plan states: “Age is the only legitimate segmentation variable.” Revise this
assumption before implementation.
Case 6 Psychographic segmentation
Travelers with similar incomes prefer either adventure or predictable comfort.
16. What action should the marketing plan specify for this case?
17. What evidence or metric should the plan collect, and why?
18. A draft plan states: “Equal income implies identical motivations.” Revise this
assumption before implementation.
, Case 7 Target-market selection
A small firm cannot serve every segment well.
19. What action should the marketing plan specify for this case?
20. What evidence or metric should the plan collect, and why?
21. A draft plan states: “The largest segment is always the best target.” Revise this
assumption before implementation.
Case 8 Positioning
Two brands make indistinguishable convenience claims.
22. What action should the marketing plan specify for this case?
23. What evidence or metric should the plan collect, and why?
24. A draft plan states: “Positioning is simply choosing a logo color.” Revise this
assumption before implementation.
Applied Questions with Model Answers and Rationales 2026/2027
Practice questions
There are 40 cases with three questions each. Answer all 120 questions before
consulting the model answers. Use each case as the shared context for its three
questions.
Case 1 Market orientation
A retailer keeps promoting products customers no longer need.
1. What action should the marketing plan specify for this case?
2. What evidence or metric should the plan collect, and why?
3. A draft plan states: “Marketing starts only after a product is finished.” Revise this
assumption before implementation.
Case 2 Customer value
A cheap app takes hours to configure.
4. What action should the marketing plan specify for this case?
5. What evidence or metric should the plan collect, and why?
6. A draft plan states: “The lowest price always creates the highest value.” Revise this
assumption before implementation.
,Case 3 Value proposition
A software pitch lists fifty features without a customer outcome.
7. What action should the marketing plan specify for this case?
8. What evidence or metric should the plan collect, and why?
9. A draft plan states: “A long feature list is automatically a compelling value
proposition.” Revise this assumption before implementation.
Case 4 Market segmentation
A bank gives students and retirees the same product message.
10. What action should the marketing plan specify for this case?
11. What evidence or metric should the plan collect, and why?
12. A draft plan states: “Every segment should receive an identical marketing mix.”
Revise this assumption before implementation.
,Case 5 Behavioral segmentation
Subscribers differ mainly in usage frequency rather than age.
13. What action should the marketing plan specify for this case?
14. What evidence or metric should the plan collect, and why?
15. A draft plan states: “Age is the only legitimate segmentation variable.” Revise this
assumption before implementation.
Case 6 Psychographic segmentation
Travelers with similar incomes prefer either adventure or predictable comfort.
16. What action should the marketing plan specify for this case?
17. What evidence or metric should the plan collect, and why?
18. A draft plan states: “Equal income implies identical motivations.” Revise this
assumption before implementation.
, Case 7 Target-market selection
A small firm cannot serve every segment well.
19. What action should the marketing plan specify for this case?
20. What evidence or metric should the plan collect, and why?
21. A draft plan states: “The largest segment is always the best target.” Revise this
assumption before implementation.
Case 8 Positioning
Two brands make indistinguishable convenience claims.
22. What action should the marketing plan specify for this case?
23. What evidence or metric should the plan collect, and why?
24. A draft plan states: “Positioning is simply choosing a logo color.” Revise this
assumption before implementation.
