PREGUNTAS APUNTES

1. What is the primary goal of marketing?

a) Maximizing profit
b) Identifying and serving customers’ needs profitably
c) Reducing production costs
d) Promoting products aggressively

2. Which of the following is an example of a market-centric business orientation?

a) Product orientation
b) Product concept
c) Selling orientation
d) Marketing orientation

3. What is "marketing myopia"?

a) Focusing too much on long-term goals
b) The failure to correctly assess marketing strategies
c) Over-expansion into new markets
d) Excessive reliance on product quality

4. Which type of need is explicitly articulated and demanded?

a) Latent
b) Stated
c) Unspoken
d) Functional

5. How can companies increase customer-perceived benefit?

a) By cutting costs
b) By focusing solely on product features
c) By fulfilling "delighters"
d) By reducing product prices

6. What does the 3Cs framework stand for in marketing?

a) Cost, Customer, Competition
b) Customer, Company, Competition
c) Concept, Cost, Convenience
d) Communication, Channel, Customer

7. What is social value in consumer behavior?

a) The monetary worth of a product
b) The connection to a community derived from using a product
c) The tangible features of a product
d) The emotional bond with a product

8. Which stage of the consumer decision-making process involves selecting,

organizing, and interpreting information?
a) Purchase
b) Need recognition
 c) Evaluation
d) Information research

9. What does a core competency provide for a company?

a) Access to new markets
b) Higher costs of production
c) Greater competition
d) Outsourced resources

10. What type of competitor is classified as "generic"?

a) A business offering a cheaper version of the same product
b) A product with broader market segmentation
c) A product of the same category but different brands
d) Any entertainment product competing for budget

11. What is "vertical segmentation"?

a) Selling to a broad market
b) Differentiating products by quality for specific niches
c) Selling to multiple unrelated segments
d) Offering a singular marketing mix

12. Which targeting strategy uses different marketing mixes for various segments?
a) Undifferentiated marketing
b) Differentiated marketing
c) Focused marketing
d) Customized marketing

13. What is "cannibalization" in marketing?

a) Merging with a competitor to dominate the market
b) A product from the same company reducing sales of another
c) Entering a highly competitive market
d) Reducing the price of a product to undercut competitors

14. What does a perceptual map help identify?

a) A company’s profitability in different segments
b) Customer satisfaction levels
c) The position of a brand relative to competitors
d) Brand loyalty

15. What happens in the growth stage of the product life cycle?
a) The product is introduced with slow sales
b) Sales grow rapidly, and competition increases
c) Profits decline due to market saturation
d) Product life comes to an end

16. What is the main objective during the maturity stage of a product?
a) Increasing profits
b) Avoiding competition
 c) Reducing production costs
d) Stabilizing sales

17. Which of the following is an example of a "credence attribute"?

a) Price
b) Taste
c) Nutritional value
d) Brand loyalty

18. What is the primary goal of price discrimination?

a) To make all customers pay the same price
b) To charge customers different prices based on various factors
c) To increase competition
d) To reduce production costs

19. Which pricing strategy involves setting prices based on competitors’ prices?
a) Loss leader pricing
b) Competitive pricing
c) Value-based pricing
d) Markup pricing

20. What is the main challenge of vertical integration in distribution?

a) Increased variety
b) Reduced control over product availability
c) Shopping convenience
d) Lack of distribution expertise

21. What is the function of wholesalers?

a) Selling directly to end-consumers
b) Reducing inventories for businesses
c) Creating demand for high-end products
d) Controlling retail pricing

22. Which of the following is part of the marketing communication mix?

a) Supply chain management
b) Product pricing
c) Advertising
d) Inventory control

23. What is a "creative brief" used for?

a) Deciding the company’s pricing strategy
b) Developing a marketing campaign
c) Analyzing market competition
d) Setting financial goals

24. What is the primary goal of a good marketing communication objective?

a) Increase brand awareness within one year
b) Achieve short-term sales only
 c) Focus on reducing production costs
d) Target as broad a customer base as possible

25. Which method measures electrical brain activity?

a) fMRI
b) EEG
c) TMS
d) Galvanic skin response

26. What does "experience attributes" refer to?

a) Attributes evaluated after product consumption
b) Features that are communicated through advertising
c) Pricing strategies used in competitive markets
d) Attributes evaluated before purchasing

27. What are the 4Ps in marketing?

a) Product, Price, Place, Promotion
b) People, Profit, Promotion, Planning
c) Price, Planning, Product, Promotion
d) Product, Placement, Profit, Performance

28. What is an example of "non-compensatory" decision-making?

a) Choosing the best overall product based on attributes
b) Eliminating options based on a single attribute
c) Comparing all available product options
d) Weighing the pros and cons of each product

29. In which market targeting strategy is one marketing mix used for the entire
market?
a) Undifferentiated marketing
b) Differentiated marketing
c) Focused marketing
d) Customized marketing

30. What is the "compromise effect" in decision-making?

a) Choosing the cheapest option
b) Choosing the most expensive option
c) Choosing the middle option as a safe choice
d) Eliminating all extreme options

31. Which pricing strategy involves charging a fixed markup on products?

a) Markup pricing
b) Competitive pricing
c) Price skimming
d) Loss leader pricing

32. What is an example of "social value" in consumer behavior?

a) Owning an exclusive designer bag
 b) Buying a cheaper version of a product
c) Purchasing a product with a long warranty
d) Choosing a product based on convenience

33. Which of the following is a characteristic of behavioral segmentation?

a) Age and gender
b) Lifestyle choices
c) Usage patterns and interaction with the brand
d) Location of the consumer

34. What is the benefit of conducting competitor analysis?

a) Reducing production costs
b) Identifying market trends
c) Gaining a competitive advantage
d) Expanding into international markets

35. Which of the following is NOT a level of competition?

a) Direct
b) Category
c) Internal
d) Budget

36. What is the goal of "mass market strategy"?

a) Serving niche segments
b) Offering a single marketing mix to a broad audience
c) Personalizing products for each customer
d) Promoting high-end luxury goods

37. What does a "SWOT analysis" assess?

a) Company profits
b) Customer preferences
c) Strengths, Weaknesses, Opportunities, and Threats
d) Product pricing strategies

38. What is the key purpose of "repositioning" in marketing?

a) Increasing product quality
b) Changing the target market
c) Altering a product’s position in consumers' minds
d) Reducing marketing costs
inconveniente
39. Which of the following is a drawback of vertical integration?
a) Improved cost control
b) Reduced flexibility and variety
c) Lower production costs
d) Increased product availability

40. What is the goal of a "loyalty loop" in consumer behavior?

a) Encouraging repeat purchases without reconsidering alternatives
 b) Eliminating all competitors from the market
c) Encouraging customers to switch brands frequently
d) Reducing brand loyalty to increase competition

41. What does "forward integration" involve?

a) Expanding into earlier stages of production
b) Controlling distribution channels directly
c) Outsourcing marketing strategies
d) Acquiring competitors

42. Which segmentation criteria involve personal beliefs and lifestyles?

a) Demographic
b) Geographic
c) Psychographic
d) Behavioral

43. What is an example of horizontal integration?

a) Merging with a supplier
b) Acquiring another company in the same industry
c) Expanding into new geographic markets

d) Outsourcing production to reduce costs

44. What role do retailers play in distribution?

a) Producing goods for manufacturers
b) Selling directly to end-consumers
c) Managing wholesale distribution
d) Controlling advertising campaigns

45. What is the primary objective of "brand awareness" in promotion?

a) To promote the competition
b) To make customers aware of a product's existence
c) To focus on price competition
d) To reduce production costs

46. What is the purpose of a "creative brief" in marketing?

a) Evaluating competitors
b) Developing marketing strategies
c) Setting financial goals
d) Outlining the key information for a marketing campaign

47. How can marketers change customer perception in repositioning?

a) Altering the product price
b) Increasing production costs
c) Changing the distribution channel
d) All of the above
48. What does "backwards integration" involve?
a) Acquiring competitors in the same industry
b) Gaining control over supply chain activities
c) Expanding into new retail markets
d) Merging with advertising agencies

49. What is a key feature of "price discrimination"?

a) Offering the same price to all consumers
b) Charging different prices to different customers
c) Reducing prices for premium products
d) Eliminating competitors based on price

50. What is a "loss leader" pricing strategy?

a) Charging higher prices for luxury goods
b) Offering products below cost to attract customers
c) Raising prices to increase brand prestige
d) Matching competitors’ prices to increase market share

Aquí tienes 15 preguntas más complejas y detalladas basadas en el documento, en

inglés y sin las soluciones:

1. In the context of **marketing myopia**, what are some of the critical mistakes
companies make when assessing their marketing strategies, and how do these
mistakes impact long-term business growth?
a) Focusing solely on external research
b) Overpromising and diluting the brand
c) Failing to innovate the product design
d) Neglecting short-term profitability in favor of market share

2. How does **consumer value** differ when considering **tangible benefits** versus
**intangible benefits**, and in which scenarios might **intangible benefits** outweigh
the tangible ones in a marketing strategy?
a) When targeting high-income segments
b) In markets with homogeneous product offerings
c) In emotionally-driven purchasing decisions
d) When focusing on cost leadership

3. Discuss the **three levels of competition** (direct, category, and budget) and
explain how a **budget competitor** could threaten a well-established brand in a
saturated market.
a) By undercutting prices while maintaining quality
b) By targeting niche market segments with exclusive products
c) By creating new market categories
d) By innovating in unrelated industries

4. In the **multi-attribute model** of consumer decision-making, how do **context

effects** and the **compromise effect** influence consumer choices, and why might
marketers shift their focus to these non-compensatory models?
 a) To encourage rational decision-making
b) To exploit cognitive biases in consumer preferences
c) To push premium products by emphasizing price
d) To simplify the decision-making process for low-engagement products

5. How do **Strategic Business Units (SBUs)** risk hindering a company's **core

competency** and what strategies should companies employ to avoid **dilution** of
their core strengths?
a) By decentralizing operations and increasing competition
b) Through vertical integration of all departments
c) By over-investing in new product lines
d) By ensuring cross-functional collaboration within departments

6. Explain the concept of **competitive intelligence** and discuss why companies

should avoid "outflows of information" related to their **core strategies**. What are
the risks associated with **corporate espionage**?
a) It reduces market competitiveness
b) It allows competitors to quickly imitate innovations
c) It leads to unnecessary legal battles
d) It focuses only on short-term competitive advantages

7. In **segmenting markets**, how does the **fallacy of aggregation** affect

businesses attempting to target a wide array of customer needs? Provide an example
of how a business might mitigate this issue.
a) By focusing on psychographic rather than demographic segments
b) By adopting a one-size-fits-all marketing mix
c) By narrowing down to highly specialized vertical markets
d) By increasing product variation within the same segment

8. What are the key risks associated with **horizontal segmentation**, and why might
a company inadvertently **cannibalize** its own products through excessive
horizontal diversification?
a) The inability to distinguish between core and non-core markets
b) Reducing brand equity through over-expansion
c) Encouraging customers to switch within the company’s own product lines
d) Offering products that directly compete in quality and price

9. Describe the role of **perceptual maps** in positioning and repositioning strategies.

How can a company use this tool to identify untapped markets, and what are the
dangers of misinterpreting the results?
a) By overestimating the importance of competitive benchmarks
b) By misunderstanding consumer behavior trends
c) By focusing too much on niche segments
d) By introducing products that don’t align with the current market context

10. In **pricing strategy**, how can **consumer surplus** be maximized while

maintaining a high **perceived value**? Discuss how this balance impacts long-term
brand loyalty and market leadership.
 a) By increasing real and perceived quality simultaneously
b) By focusing solely on discount-based promotions
c) By keeping prices artificially high to maintain exclusivity
d) By engaging in aggressive price wars with competitors

11. When implementing a **value-based pricing strategy**, how can companies

leverage **unrealized surplus** to capture additional market share without sacrificing
perceived consumer benefit?
a) By bundling products at a premium price point
b) By increasing the number of intermediaries
c) By educating consumers about the product’s latent benefits
d) By offering discounts tied to repeat purchases

12. How does **double marginalization** in distribution channels create inefficiencies,

and what strategies can businesses employ to reduce its negative impact on product
pricing and consumer accessibility?
a) Through vertical integration of retail channels
b) By outsourcing production to lower-cost regions
c) By using multiple wholesalers to distribute products
d) By reducing advertising spend and focusing on direct sales

13. Analyze the limitations of **traditional self-report methods** in consumer behavior

research and discuss how **neuromarketing** provides more accurate insights into
unobservable traits such as emotions and cognition.
a) It relies too heavily on historical purchasing data
b) It struggles to identify the actual decision-making process
c) It tends to overemphasize consumer behavior patterns
d) It cannot measure long-term brand engagement

14. How does **fMRI** differ from **EEG** and **TMS** in providing insights for
neuromarketing, and in what scenarios would one method be preferred over the
others?
a) fMRI offers better spatial but worse temporal resolution
b) EEG is more suitable for understanding deep emotional responses
c) TMS is useful for long-term consumer behavior studies
d) fMRI is only used for short-term marketing decisions

15. In **customized marketing**, what challenges do businesses face in maintaining

**internal homogeneity** within segments, and how can brands ensure that they are
**mutually exclusive** and **collectively exhaustive**?
a) By targeting consumers across multiple geographic regions
b) By continuously revising segmentation criteria and marketing mixes
c) By developing separate product lines for high-end and budget segments
d) By reducing product differentiation within the same category

Estas preguntas están diseñadas para evaluar un nivel más profundo de

comprensión, enfocándose en las implicaciones estratégicas de los conceptos y no
solo en definiciones básicas. Si necesitas más preguntas o ajustes, no dudes en
pedírmelo.

PREGUNTAS READING

What is the heart of a business plan in terms of marketing?

● a) Corporate strategy
● b) Market segmentation
● c) Marketing mix
● d) Product development

Which of the following is NOT one of the 4 Ps of marketing?

● a) Product
● b) Price
● c) Place
● d) Performance

Market segmentation can be done based on all the following EXCEPT:

● a) Geographic
● b) Psychographic
● c) Behavioural
● d) Monetary

What is the main goal of price skimming?

● a) To maximize early unit profits

● b) To penetrate a saturated market
● c) To reduce production costs
● d) To compete on price

Which type of pricing strategy involves entering the market at a low price?

● a) Skimming
● b) Premium pricing
● c) Penetration
● d) Cost-plus pricing

Direct sales representatives are typically employed when:

● a) There is no need for customer support

● b) Products require a high level of service and support
● c) Products are simple and self-explanatory
● d) Online commerce dominates the market

Which of the following is NOT an element of a distribution system?

 ● a) Retail outlets
● b) Direct sales force
● c) Advertising agencies
● d) Distributors

The decision-making process (DMP) in consumer behavior typically begins with:

● a) Information gathering
● b) Problem recognition
● c) Purchase decision
● d) Post-purchase evaluation

The marketing myopia theory warns companies against focusing too much on:

● a) Consumer needs
● b) Innovation
● c) Short-term sales
● d) Market research

Which is an incorrect belief contributing to marketing myopia?

● a) “Growth is guaranteed by an expanding population.”

● b) “There is no substitute for the industry’s main product.”
● c) “Consumers prioritize product benefits.”
● d) “Faith in mass production ensures success.”

In the 3 Circles Strategy Insight model, the first circle refers to:

● a) Competitor’s offerings
● b) Company strengths
● c) Consumer needs
● d) Product differentiation

Which of the following strategies would a company use to defend against low-cost
rivals?

● a) Engage in price wars

● b) Focus on differentiation
● c) Ignore the low-cost rival
● d) Lower product quality

Branding in the digital age suggests traditional marketing approaches are:

● a) Replaced by digital marketing

● b) Outdated and obsolete
● c) Still relevant but need adaptation
● d) More effective than social media marketing

Smart segmentation should focus on all of the following EXCEPT:

 ● a) Reflecting company strategy
● b) Identifying potential revenue sources
● c) Focusing on geographic segmentation only
● d) Anticipating consumer behavior changes

The base of the pyramid market segment includes consumers living on:

● a) Less than $1 a day

● b) $3 to $5 a day
● c) $5 to $10 a day
● d) $10 to $20 a day

Which type of value proposition focuses on listing all the benefits a product offers?

● a) All Benefits
● b) Favourable Points in Difference
● c) Resonating Focus Proposition
● d) None of the above

Which technique helps visualize how consumers perceive different brands?

● a) SWOT analysis
● b) Perceptual mapping
● c) Conjoint analysis
● d) Competitive positioning

According to the article on stopping consumers from fixating on price, a company

should:

● a) Focus solely on lowering prices

● b) Highlight product benefits using price structure
● c) Avoid discussing price altogether
● d) Engage in frequent discount promotions

Which pricing strategy focuses on building long-term relationships with consumers?

● a) Transactional pricing
● b) Reactive pricing
● c) Shared value pricing
● d) Skimming pricing

The coherence premium refers to:

● a) Aligning capabilities with market opportunities

● b) Lowering prices for competitive advantage
● c) Offering a wide variety of products
● d) Prioritizing short-term profits

Which of the following is NOT a strategy for riding trends according to the notes?
 ● a) Infuse and augment
● b) Combine and transcend
● c) Counteract and reaffirm
● d) Maximize profit margins

Omnichannel retailing integrates:

● a) Online and offline customer experiences

● b) Traditional retail stores only
● c) Only online platforms
● d) Physical stores with no digital interaction

One of the main benefits of an omnichannel strategy is:

● a) Higher profit margins

● b) Seamless customer experience
● c) Lowering operational costs
● d) Reducing competition

Which method of neuromarketing involves understanding implicit consumer

processes?

● a) Measuring explicit preferences

● b) Dissociating psychological processes
● c) Using perceptual mapping
● d) Employing traditional surveys

In the product policy article, which type of good requires little planning and
comparison?

● a) Shopping goods
● b) Specialty goods
● c) Convenience goods
● d) Luxury goods

The product mix of a company refers to:

● a) The number of product lines a company offers

● b) Only one product category
● c) The total number of products available in the market
● d) Customer reviews of the products

Vertical stretching of a product line refers to:

● a) Offering more of the same type of product

● b) Increasing product variety without price change
● c) Adding different price and performance levels
● d) Cutting down on production costs

Strategic brand valuation helps marketers understand:

 ● a) Short-term profits only
● b) The financial value of a brand
● c) Production cost reduction
● d) Market trends exclusively

Which of the following is NOT a brand valuation method?

● a) Cost-based approach
● b) Income-based approach
● c) Perceptual mapping
● d) Market-based approach

A critical principle in designing distribution channels is:

● a) Focusing only on online sales

● b) Aligning the channel strategy with competitive objectives
● c) Avoiding third-party intermediaries
● d) Using a single distribution strategy

Which is a force that drives changes in distribution channels?

● a) Product lifecycle stages

● b) Expanding capabilities for addressing customer variety
● c) Limited access to customer data
● d) Decreased bargaining power

The future of shopping is described as a move towards:

● a) Physical-only retail
● b) Digital-only interactions
● c) Omnichannel retailing
● d) Traditional retail dominance

Which factor holds traditional retailers back from adopting digital strategies?

● a) Strong profit margins

● b) Technophobia
● c) High consumer loyalty
● d) Limited competition

What must companies get right when building a brand using social media?

● a) Focus entirely on viral content

● b) Develop and deliver a clear brand promise
● c) Only engage with influencers
● d) Reduce transparency

Which type of mobile marketing does the article recommend?

● a) Pushy mobile ads

 ● b) User-friendly apps
● c) Mass SMS marketing
● d) Popup banners on mobile sites

Which of the following neuromarketing challenges is NOT mentioned in the notes?

● a) Small sample size

● b) Backward inference
● c) Lack of brain-behavior understanding
● d) No need for traditional marketing research

The goal of market segmentation is to:

● a) Generalize consumer behavior

● b) Identify targetable groups with similar needs
● c) Increase overall profit margins
● d) Improve internal cost-cutting strategies

Which principle of shared value pricing focuses on building trust and transparency?

● a) Proactive pricing
● b) Transaction-based pricing
● c) Relationship-driven pricing
● d) Transparency-driven pricing

How should companies respond to the commoditization of their products?

● a) Engage in frequent price cuts

● b) Partition prices to highlight benefits
● c) Focus solely on cutting production costs
● d) Use standard pricing across all products

The consumer decision journey replaces the traditional view of:

● a) The marketing mix

● b) The funnel metaphor
● c) The product life cycle
● d) Product development stages

In consumer neuroscience, which method is used to dissociate psychological

processes?

● a) Implicit measurements
● b) Traditional surveys
● c) Perceptual mapping
● d) Focus groups

The consumer value proposition strategy that focuses on only a few critical points is:

● a) All benefits
 ● b) Resonating focus
● c) Points in difference
● d) Benefit assertion

A company’s coherence comes from:

● a) Following all market trends

● b) Aligning capabilities with market needs
● c) Prioritizing product development over customer research
● d) Avoiding any external signals

Mass production leads to marketing myopia when:

● a) Companies fail to innovate based on consumer needs

● b) Consumer needs dictate production
● c) Firms are solely focused on cutting costs
● d) Production capabilities exceed demand

Which is an important element in a distribution channel according to the strategic

design?

● a) Perceived product value

● b) Channel diversity and flexibility
● c) Direct advertising strategies
● d) Strong internal communication

Omnichannel retailing benefits customers by:

● a) Simplifying product selection

● b) Reducing product variety
● c) Enhancing the seamless shopping experience
● d) Prioritizing traditional methods of shopping

What role do apps play in mobile marketing?

● a) Distract consumers with games

● b) Strengthen consumer relationships and add value
● c) Replace in-store shopping entirely
● d) Focus primarily on discounts and promotions

Smart segmentation is beneficial because it:

● a) Focuses only on geographic and demographic factors

● b) Reflects company strategy and anticipates changes
● c) Eliminates the need for constant consumer research
● d) Simplifies product development processes

Which consumer segment at the base of the pyramid has the greatest ability to make
purchases?
 ● a) Extreme poverty
● b) Low-income
● c) Sustenance
● d) Middle class

Which pricing strategy would a company use to challenge consumer fixation on low
prices?

● a) Overpricing to stimulate curiosity

● b) Discounting to compete with rivals
● c) Price equalization for all products
● d) Maintaining a standard price across all markets

PREGUNTAS EJEMPLO PROFESOR

1. What does the term “market segmentation” refer to?

● A) The process of producing goods for mass markets
● B) Dividing a market into meaningfully distinct groups of buyers with different needs
or behaviors
● C) Creating different advertising strategies for each product
● D) Distributing products to various regions
● E) Setting different prices for different consumer groups

2. Which of the following is NOT mentioned as a benefit of apps in mobile marketing,

according to the document 'For Mobile Devices, Think Apps, Not Ads'?

● A) Apps enhance convenience

● B) Apps help create new revenue streams
● C) Apps are perceived as less intrusive
● D) Apps require minimal effort to develop
● E) Utilizing in-app promotions

3. What does the term "product lifecycle" describe?

● A) The total time it takes to manufacture a product

● B) The stages a product goes through from introduction to decline
● C) The number of years a product stays in stock
● D) The process of recycling old products
● E) The amount of time a customer uses a product before replacement

4. According to the document 'How to Stop Customers from Fixating on Price,' what is
a common consequence of price-based competition?

● A) Increased customer loyalty

● B) Erosion of profit margins and brand equity
● C) Enhanced customer engagement
 ● D) Increased demand for premium products
● E) Offering value-added services

5) In which stage of the product lifecycle is a product most likely to experience rapid
sales growth?

● A) Introduction
● B) Growth
● C) Maturity
● D) Decline
● E) Development

+ PREGUNTAS READINGS

Which concept describes the idea of companies improving technical features of their
product without considering consumer needs?

• a) Product differentiation
• b) Marketing myopia
• c) Market segmentation
• d) Product skimming

What is the primary purpose of strategic planning in marketing?

• a) Increase short-term profits

• b) Drive competition out of the market
• c) Establish clear objectives for long-term goals
• d) Expand into new geographic markets

Which circle in the 3 Circles model represents competition offerings?

• a) A
• b) B
• c) C
• d) D

The phenomenon where consumers immediately skip early stages of decision-making

and make a purchase based on brand loyalty is known as:

• a) Decision-making process (DMP)

• b) The loyalty loop
• c) Perceptual mapping
• d) Marketing myopia

In what stage of the consumer decision journey do consumers advocate for products
and share experiences?

• a) Purchase
• b) Evaluation
• c) Awareness
• d) Post-choice evaluation

Which factor can increase buyer’s power in distribution channels?

• a) Selective distribution
• b) Technological advancements
• c) Backward integration
• d) Lack of competitors
When low-cost rivals enter the market, companies are advised to:

• a) Immediately lower their prices

• b) Engage in aggressive marketing campaigns
• c) Consider differentiation strategies
• d) Focus solely on their high-margin products

According to the document, what is the danger of relying solely on market signals for
decision-making?

• a) Market signals are always accurate

• b) Companies may ignore their internal strengths
• c) It leads to faster innovation
• d) It ensures long-term profitability

Which of the following is an example of combining and transcending when riding a

trend?

• a) Adding new features to an existing product without changing the core

• b) Offering discounts to attract new customers
• c) Creating a completely novel product category by merging features
• d) Reaffirming a product's traditional value

The "Coherence Premium" rewards companies for:

• a) Offering a wide variety of products

• b) Aligning their capabilities with market opportunities
• c) Prioritizing short-term profits
• d) Reducing operational costs

How does “partitioning prices” help marketers overcome commoditization?

• a) By making all products the same price

• b) By breaking the price into smaller components to highlight benefits
• c) By offering steep discounts on all products
• d) By using psychological pricing tactics

The base of the economic pyramid refers to:

• a) The wealthiest segment of the market

• b) The middle class consumer group
• c) Consumers living on less than $5 per day
• d) High-income earners with luxury preferences

What strategy should companies adopt to engage mobile users according to the
document?

• a) Use pop-up ads

• b) Focus on app development
• c) Create SMS marketing campaigns
• d) Increase mobile web banners

Which of the following represents the first step in the segmentation process?

• a) Evaluating the segmentation results

• b) Developing segment profiles
• c) Defining the purpose and scope of segmentation
• d) Selecting target segments
According to the document, what is the best use of social media in brand building?

• a) Completely replace traditional marketing

• b) Build viral content without focusing on brand promise
• c) Enhance customer engagement and feedback
• d) Increase short-term sales

Which of the following is a characteristic of a coherent company?

• a) Follows market trends blindly

• b) Focuses on aligning internal capabilities with market opportunities
• c) Prioritizes external positioning over internal strengths
• d) Diversifies into many unrelated markets

Which of the following factors is NOT mentioned as a driver of channel change in

distribution?

• a) Shifts in customer needs

• b) Increases in marketing budgets
• c) Changes in strategic priorities
• d) Shifts in channel power

The concept of “vertical stretching” in a product line refers to:

• a) Offering the same product with new packaging

• b) Offering products at different price and performance levels
• c) Expanding into new geographic markets
• d) Reducing the number of products in the line

Which of the following statements about market myopia is true?

• a) It focuses on long-term customer needs

• b) It results from an overemphasis on mass production
• c) It encourages constant innovation
• d) It reduces the likelihood of product failure

How do companies benefit from using neuromarketing?

• a) It eliminates the need for traditional marketing research

• b) It helps understand implicit consumer processes
• c) It simplifies the consumer decision-making process
• d) It reduces marketing costs significantly

A key element of product policy is the “augmented product,” which refers to:

• a) The core product offering

• b) The additional benefits beyond the core product
• c) The physical attributes of the product
• d) The price of the product

Which method is often used to visualize consumer perceptions of a product compared

to competitors?

• a) Market segmentation analysis

• b) Perceptual mapping
• c) Conjoint analysis
• d) Competitive differentiation
In brand valuation, the income-based approach primarily focuses on:

• a) Current market value

• b) Historical cost of brand building
• c) Future net revenues associated with the brand
• d) Competitor pricing strategies

Which of the following is a trend-shaking strategy focused on reaffirming a product’s

relevance?

• a) Combine and transcend

• b) Counteract and reaffirm
• c) Infuse and augment
• d) Reposition and redesign

The "customer decision journey" concept differs from the traditional funnel metaphor
by emphasizing:

• a) The narrowing down of options

• b) An open-ended relationship with the brand after purchase
• c) A focus on mass marketing
• d) A linear purchase path