Marketing MCQs with answers
Lecture 2 - The Company and Environment
1. A company's mission and vision statements are often compared to a ship without a
destination. What critical function do these statements primarily serve within an
organization, as implied by this analogy?
a) To establish short-term objectives and detailed daily workflows across all
teams.
b) To communicate success metrics and ensure alignment with current market
performance.
c) To provide overarching guidance and a unified direction for various
departments, from product development to company culture.
d) To solely define the company's past achievements and current market share.
Answer: c
2. Starbucks states its mission is "To inspire and nurture the human spirit - one person,
one cup and one neighborhood at a time." McDonald's aims "to make delicious feel-
good moments easy for everyone." Spotify's mission is "to unlock the potential of
human creativity." While these statements differ in specific wording, what common
strategic purpose do they all fulfill for their respective companies?
a) They describe differentiated market positions by outlining specific product
and pricing advantages.
b) They serve as a foundational guide, directing the company's efforts across its
offerings and market presence.
c) They define measurable performance targets to guide departments across
financial and operational metrics.
d) They primarily focus on internal employee benefits and compensation
structures.
Answer: b
3. According to Ansoff’s Matrix, a company introduces an existing product into a new
geographical region or customer segment. Which strategic approach is the company
pursuing, and how does this align with the matrix's risk assessment?
a) Market Penetration
b) Diversification
c) Market Development
, d) Product Development
Answer: c
4. A technology company decides to invest heavily in a new, unproven technology to
create a product for a completely new market segment it has not previously served.
According to Ansoff's Matrix, what growth strategy is being employed, and what is
its associated risk level?
a) Market Penetration
b) Product Development
c) Market Development
d) Diversification
Answer: d
5. Within the Macroenvironment, a shift in consumer spending habits due to a global
economic downturn, impacting discretionary income and purchasing power, would
fall under which major force?
a) Economic environment.
b) Natural environment.
c) Technological environment.
d) Political environment.
Answer: a
6. The "Major Forces in The Company's Macroenvironment" framework identifies six
key external factors. Which of the following is explicitly listed as one of these forces,
distinct from internal company elements?
a) Company's internal departments.
b) Marketing intermediaries.
c) Cultural environment.
d) Customers.
Answer: c
7. A local coffee shop considers itself in direct competition with another independent
coffee shop across the street. However, the four levels of competition suggest a
broader view. Which level of competition encompasses a high-end espresso machine
that allows consumers to brew specialty coffee at home, thus potentially reducing
their need to visit either coffee shop?
a) Product Form Competition.
, b) Product Category Competition.
c) General Competition.
d) Budget Competition.
Answer: b
8. Considering the 'Four Levels of Competition' for coffee makers, if a consumer
decides to buy a new electric kettle for tea instead of a drip coffee maker, what type
of competition is represented by this choice?
a) Product Form Competition.
b) Product Category Competition.
c) Budget Competition.
d) General Competition.
Answer: d
9. The Microenvironment of a company involves various actors close to the company
that affect its ability to serve its customers. Which entity within the
microenvironment is directly responsible for distributing the company's products
and connecting it to its customers?
a) Suppliers.
b) Marketing Intermediaries.
c) Competitors.
d) Publics.
Answer: b
10. Porter's Five Forces framework helps analyze the attractiveness and profitability of
an industry. Which force is primarily concerned with the ease with which new
companies can enter the market and erode existing firms' profitability?
a) Bargaining Power of Buyers.
b) Threat of Substitute Products.
c) Threat of New Entrants.
d) Bargaining Power of Suppliers.
Answer: c
11. In the context of Porter's Five Forces for Starbucks, if there is a low threat for
substitute products and a high degree of product differentiation offers less
attraction to other products, which of the following is true?
a) Buyer power is high due to many alternatives.
Lecture 2 - The Company and Environment
1. A company's mission and vision statements are often compared to a ship without a
destination. What critical function do these statements primarily serve within an
organization, as implied by this analogy?
a) To establish short-term objectives and detailed daily workflows across all
teams.
b) To communicate success metrics and ensure alignment with current market
performance.
c) To provide overarching guidance and a unified direction for various
departments, from product development to company culture.
d) To solely define the company's past achievements and current market share.
Answer: c
2. Starbucks states its mission is "To inspire and nurture the human spirit - one person,
one cup and one neighborhood at a time." McDonald's aims "to make delicious feel-
good moments easy for everyone." Spotify's mission is "to unlock the potential of
human creativity." While these statements differ in specific wording, what common
strategic purpose do they all fulfill for their respective companies?
a) They describe differentiated market positions by outlining specific product
and pricing advantages.
b) They serve as a foundational guide, directing the company's efforts across its
offerings and market presence.
c) They define measurable performance targets to guide departments across
financial and operational metrics.
d) They primarily focus on internal employee benefits and compensation
structures.
Answer: b
3. According to Ansoff’s Matrix, a company introduces an existing product into a new
geographical region or customer segment. Which strategic approach is the company
pursuing, and how does this align with the matrix's risk assessment?
a) Market Penetration
b) Diversification
c) Market Development
, d) Product Development
Answer: c
4. A technology company decides to invest heavily in a new, unproven technology to
create a product for a completely new market segment it has not previously served.
According to Ansoff's Matrix, what growth strategy is being employed, and what is
its associated risk level?
a) Market Penetration
b) Product Development
c) Market Development
d) Diversification
Answer: d
5. Within the Macroenvironment, a shift in consumer spending habits due to a global
economic downturn, impacting discretionary income and purchasing power, would
fall under which major force?
a) Economic environment.
b) Natural environment.
c) Technological environment.
d) Political environment.
Answer: a
6. The "Major Forces in The Company's Macroenvironment" framework identifies six
key external factors. Which of the following is explicitly listed as one of these forces,
distinct from internal company elements?
a) Company's internal departments.
b) Marketing intermediaries.
c) Cultural environment.
d) Customers.
Answer: c
7. A local coffee shop considers itself in direct competition with another independent
coffee shop across the street. However, the four levels of competition suggest a
broader view. Which level of competition encompasses a high-end espresso machine
that allows consumers to brew specialty coffee at home, thus potentially reducing
their need to visit either coffee shop?
a) Product Form Competition.
, b) Product Category Competition.
c) General Competition.
d) Budget Competition.
Answer: b
8. Considering the 'Four Levels of Competition' for coffee makers, if a consumer
decides to buy a new electric kettle for tea instead of a drip coffee maker, what type
of competition is represented by this choice?
a) Product Form Competition.
b) Product Category Competition.
c) Budget Competition.
d) General Competition.
Answer: d
9. The Microenvironment of a company involves various actors close to the company
that affect its ability to serve its customers. Which entity within the
microenvironment is directly responsible for distributing the company's products
and connecting it to its customers?
a) Suppliers.
b) Marketing Intermediaries.
c) Competitors.
d) Publics.
Answer: b
10. Porter's Five Forces framework helps analyze the attractiveness and profitability of
an industry. Which force is primarily concerned with the ease with which new
companies can enter the market and erode existing firms' profitability?
a) Bargaining Power of Buyers.
b) Threat of Substitute Products.
c) Threat of New Entrants.
d) Bargaining Power of Suppliers.
Answer: c
11. In the context of Porter's Five Forces for Starbucks, if there is a low threat for
substitute products and a high degree of product differentiation offers less
attraction to other products, which of the following is true?
a) Buyer power is high due to many alternatives.
