Practice Test Geeks(PCM) Professional Certified Marketer Practice Test
← All PCM Flashcard Decks

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

  1. A company facing declining sales in a mature market should FIRST consider which strategic option from the Ansoff Matrix?

    Answer: Market penetration

    Market penetration—gaining more share in the existing market with existing products—is the lowest-risk starting point before pursuing riskier growth options.

  2. In portfolio analysis, a 'Cash Cow' should generally be managed to:

    Answer: Generate cash with minimal investment to fund other business units

    Cash Cows operate in low-growth markets but hold high share, so they generate more cash than they need—funds that can be reinvested in Stars or Question Marks.

  3. The concept of 'share of wallet' is most relevant to which marketing objective?

    Answer: Increasing revenue from existing customers by capturing more of their spending in the category

    Share of wallet measures what percentage of a customer's total category spending goes to your brand, making it a retention and cross-sell metric.

  4. A company conducts a gap analysis in strategic planning to:

    Answer: Identify discrepancies between current performance and future strategic goals

    Gap analysis compares where the company is now to where it wants to be, identifying strategic actions needed to close the performance shortfall.

  5. When a firm enters a new international market using a joint venture, the primary strategic benefit is:

    Answer: Shared risk and access to local partner's market knowledge and relationships

    Joint ventures combine the entering firm's resources with the local partner's market access, regulatory knowledge, and established relationships.

  6. Blue Ocean Strategy, developed by Kim and Mauborgne, advocates for companies to:

    Answer: Create uncontested market space by making competition irrelevant through value innovation

    Blue Ocean Strategy seeks to create new demand in uncontested spaces rather than fighting over existing demand in crowded 'red ocean' markets.

  7. A firm's value proposition is BEST defined as:

    Answer: The total bundle of benefits a company promises to deliver to customers relative to competing alternatives

    A value proposition communicates why a customer should choose a particular brand by articulating the unique benefits it delivers versus alternatives.