Strategic Marketing and Planning Flashcards
7 cards from real CMP practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Strategic Marketing and Planning flashcards as text
Which analytical approach breaks down a company's revenue growth into contributions from market growth, market share changes, and other factors?
Answer: Revenue bridge analysis
Revenue bridge analysis decomposes total revenue changes into their root causes, including market growth, share shifts, pricing, and mix effects.
A company repositions its brand from a low-cost option to a premium offering. Which of the following is the greatest risk of this repositioning?
Answer: Losing existing price-sensitive customers before gaining premium customers
Repositioning upmarket risks alienating the current customer base while the brand has not yet earned credibility with premium buyers.
Which of the following best describes 'market development' as a growth strategy?
Answer: Entering new markets with existing products
Market development involves taking existing products and targeting new customer segments or geographic markets.
In marketing strategy, 'category management' refers to managing product groups as:
Answer: Strategic business units to maximize total category performance
Category management treats entire product categories as strategic units, optimizing assortment, placement, pricing, and promotion for the whole category.
Which scenario best illustrates a 'blue ocean strategy'?
Answer: A ride-sharing company creating a new market by combining private car rides with app-based booking
Blue ocean strategy creates uncontested market space by offering a new value proposition that makes existing competition irrelevant.
When evaluating a target market segment, which criterion asks whether the company has the resources and capabilities to effectively serve that segment?
Answer: Actionability
Actionability asks whether the company can develop effective marketing programs to attract and serve the segment given its current capabilities.
A marketing team reviews its plan mid-year and finds that an objective is no longer achievable due to an unexpected market downturn. The best strategic response is to:
Answer: Revise the objective to reflect the new market reality and reallocate resources accordingly
Effective strategic planning requires adaptive management—revising objectives and reallocating resources when external conditions materially change.