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Question 1 of 30

(Single Choice) A strategy of increasing a customer’s share of wallet could involve:

a) Helping a customer by satisfying other unfulfilled needs they have

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b) Providing an additional solution to the customer

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c) Selling additional products/services to the customer

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d) Increasing the price of the solution

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e) A, B and C above

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Question 2 of 30

(Single Choice) Distinctive Competitive Advantage refers to:

a) What an organization excels at with its customers

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b) Competing with others

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c) Having a disadvantage

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d) Not being competitive

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e) Being distinctive

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Question 3 of 30

(Single Choice) A company’s mission is:

a) The CEO’s financial goal

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b) What the finance department requires

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c) The overriding purpose of an organization

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d) Something just for the marketing department

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e) None of the above

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Question 4 of 30

(Single Choice) A marketing objective could be any one of the following:

a) Increasing market share by 10%

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b) Improving the customer retention by 50%

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c) Increasing retailer penetration by 20%

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d) Improving segment profitability by 15%

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e) All of the above

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Question 5 of 30

(Single Choice) Awareness and Interest could be included in:

a) Marketing objectives

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b) Financial objectives

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c) Production objectives

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d) Marketing Communications objectives

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e) None of the above

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Question 6 of 30

(Single Choice) In the planning process, strategy refers to:

a) How we got there?

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b) How do we get there?

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c) Where are we now?

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d) How do we know we are getting there?

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e) Both B & C

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Question 7 of 30

(Single Choice) Porter’s original generic strategies refer to:

a) Growth, development and decline

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b) Penetration, Market Development and Diversification

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c) Niche, Differentiation and Cost leadership

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d) Segmenting, targeting and positioning

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Question 8 of 30

(Single Choice) The mission of an organization can be referred to as:

a) The journey of the company

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b) The over-riding purpose of the company

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c) The vision of the company

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d) The objectives of shareholders

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e) The main religion of the staff in the organization

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Question 9 of 30

(Single Choice) A pricing tactic that sets a price to simply survive in the market refers to:

a) Price premiums

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b) Price skimming

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c) Survival pricing

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d) Promotional pricing

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e) None of the above

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Question 10 of 30

(Single Choice) A company decides its selling price by adding a margin to its cost. This is referred to as:

a) Cost plus pricing

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b) Competitor pricing

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c) Retailer pricing

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d) Dealer pricing

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e) B and D

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Question 11 of 30

(Single Choice) Air India’s tactic to offer unique pricing for different segments can be referred to as:

a) Preferential pricing

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b) Bargaining pricing

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c) Differential pricing

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d) Manipulative pricing

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e) All of the above

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Question 12 of 30

(Single Choice) Apple sets the price high for new products that they launch. This tactic is called:

a) Price flying

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b) Price skimming

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c) Price revival

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c) Price penetration

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d) All of the above

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Question 13 of 30

(Single Choice) PPC advertising is growing due to the ability to measure responses. PPC refers to;

a) Pay per Consumer

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b) Pay per country

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c) Pay per company

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d) Pay per click

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e) Pay per community

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Question 14 of 30

(Single Choice) Distribution options open to a company include:

a) Door to door campaigning

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b) Intensive distribution

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c) Selective distribution

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d) Exclusive distribution

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e) B, C, D

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Question 15 of 30

(Single Choice) Which of the following is a real marketing objective?

a) Increase training and development so that all staff are trained in planning

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b) Improve production capacity by 20% within 6 months

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c) Increase market share by 10% within 12 months

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d) Improve quality control within 12 months

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e) Increase price by 25%.

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Question 16 of 30

(Single Choice) The extended marketing mix includes:

a) Product, Place and People

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b) Processes, Physical evidence and People

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c) Price, Place and Promotions

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d) Product, Promotion and Place

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e) People, Price and Product

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Question 17 of 30

(Single Choice) A sales person setting his own sales forecast is referred to as:

a) Bottom–Up sales forecasting

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b) Top down sales forecasting

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c) Field forecasting

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d) Future forecasting

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e) None of the above

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Question 18 of 30

(Single Choice) ‘A’ refers to what stage in the SOSTAC® Plan?

a) Alternatives

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b) Affiliates

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c) Acceleration

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d) Actions

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e) Added Value

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Question 19 of 30

(Single Choice) The original 3Ms represent what:

a) 3 Managers (3 key managers)

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b) Men, Money & Motivation

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c) 3 Resources required in a plan

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d) Men, Money & Minutes

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e) C & D

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Question 20 of 30

(Single Choice) The first “S” of the SOSTAC® planning model refers to:

a) Status quo

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b) Situation analysis

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c) Sensitivity analysis

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d) Skill analysis

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e) Sustainability Analysis

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Question 21 of 30

(Single Choice) ‘Objectives need to be SMART’. In the acronym, M and T refer to

a) Manageable and Technical

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b) Methodology and Tactics

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c) Measurable and Time bound

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d) Meticulous and Targeted

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e) Money/Budget and Time Bound

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Question 22 of 30

(Single Choice) In the SOSTAC® planning process internal analysis is important because:

a) Internal analysis must be completed before external analysis

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b) It evaluates past performance, current resources, competencies and internal challenges

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c) Internally the management needs to check the plan

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d) Internal analysis is easier to check

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e) It evaluates all your products

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Question 23 of 30

(Single Choice) The external MACRO environment could be best analyzed using the:

a) SWOT

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b) Genera Electric Matrix

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c) PESTEL

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d) 7 S framework

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e) Google Analytics

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Question 24 of 30

(Single Choice) Which of the following is used in the Situation Analysis of SOSTAC® to analyse a product portfolio’s impact on cash flow?

a) BCG matrix (Boston Consultancy Group)

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b) GE matrix (General Electric)

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c) Value chain

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d) SWOT

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e) Customer Insights

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Question 25 of 30

(Multi Choice) What are SOSTAC® Plan’s two greatest benefits when writing plans:

a) Makes the plan bigger

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b) Makes the plan robust and clear

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c) Makes the plan fit with local regulations

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d) Reduces the size of the plan

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e) Gives the plan a simple and solid logic

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Question 26 of 30

(Single Choice) A 4th M might be

a) Manufacturing capacity

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b) Mega ego

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c) Meta data

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d) Mega data

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e) C & D

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Question 27 of 30

(Single Choice) The model used in SOSTAC® to identify the variance between stated objectives of a plan and actual results is referred to as the:

a) BCG matrix

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b) Shell Matrix

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c) Gap Analysis

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d) Value chain

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e) Actual Variance

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Question 28 of 30

(Single Choice) ‘Industry Sector’ is a segmentation variable applicable to analyzing:

a) Loyal customers

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b) B2B customers

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c) B2C customers

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d) Regional customers

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e) Industry size

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Question 29 of 30

(Single Choice) A “Niche” is best explained as;

a) An exclusive specialized group of customers

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b) A mass group of customers

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c) A regional group of customers

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d) An individual customer

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e) A small cluster of customers each with very different needs

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Question 30 of 30

(Multi Choice) Customer life-time value is important to management because it:

a) Helps to determine how much customer service they will need during their life

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b) Helps to assess the potential lifetime value of a customer over an estimated time

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c) Helps to analyze the customer’s satisfaction levels

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d) Helps to analyze and identify wealthy customers

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e) Ensures you consider long term customer relationships v short term sales

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