Marketing Strategy Flashcards
7 cards from real PCM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Marketing Strategy flashcards as text
A company's marketing strategy should ultimately align with its corporate strategy because:
Answer: Marketing decisions must support overall business objectives and resource allocation priorities
Marketing strategy must be derived from and reinforce corporate objectives to ensure cohesive resource deployment and consistent value creation.
When using STP (Segmentation, Targeting, Positioning), the targeting step involves:
Answer: Selecting which segment(s) to pursue based on attractiveness and fit
Targeting evaluates each segment's size, growth, and competitive position to select the most viable segment(s) for the firm to serve.
A perceptual map is primarily used in marketing strategy to:
Answer: Visualize how consumers perceive competing brands on key attributes
A perceptual map plots brands on two or more dimensions based on consumer perceptions, revealing positioning gaps and competitive clusters.
Push vs. pull promotional strategies differ primarily in that push strategies:
Answer: Target intermediaries to carry and promote the product to end users
Push strategies direct marketing efforts toward channel members such as retailers and distributors to encourage stocking and selling the product.
Which of the following is the BEST indicator that a market segmentation scheme is strategically actionable?
Answer: Segments can be accessed and served with distinct marketing programs
Actionability means the firm can design effective marketing programs tailored to reach and serve each identified segment profitably.
A 'me-too' positioning strategy carries the highest risk of:
Answer: Failing to establish a clear reason for consumers to prefer the brand over established competitors
Copying a competitor's positioning leaves consumers without a compelling reason to switch, making it difficult to gain market share.
Strategic market planning typically begins with an environmental analysis because:
Answer: Understanding external opportunities and threats informs feasible strategy options
An environmental analysis reveals the context in which the firm operates, highlighting opportunities to exploit and threats to mitigate before strategy is set.