AMA Marketing Strategy 4

Question 1

Which of the following best describes a 'pull' promotional strategy?

Accepted Answer

Using consumer-directed advertising to create demand that pulls products through the channel

Answer

A pull strategy directs marketing efforts at end consumers to build demand that 'pulls' the product through the distribution channel from retailers.

Question 2

The 'stars' in the BCG matrix represent products that have:

Accepted Answer

High market share in a high-growth market

Answer

Stars have both high relative market share and operate in high-growth markets; they typically require significant investment to maintain their position.

Question 3

A firm that focuses all resources on serving one very specific market segment is using which targeting strategy?

Accepted Answer

Concentrated (niche) marketing

Answer

Concentrated marketing dedicates all resources to one segment, allowing deep expertise and strong positioning in that niche despite limited breadth.

Question 4

In the context of the customer journey, a 'touchpoint' refers to:

Accepted Answer

Any interaction between a customer and a brand at any stage

Answer

A touchpoint is any interaction—digital or physical—where a customer engages with a brand, from awareness through post-purchase.

Question 5

Competitive advantage based on offering the lowest cost in an industry is called:

Accepted Answer

Cost leadership strategy

Answer

Cost leadership (Porter's Generic Strategies) means achieving the lowest cost of production and operations in the industry to compete on price.

(AMA) American Marketing Association Certification Practice Test

(AMA) American Marketing Association Certification Practice Test

AMA Marketing Strategy 4