CMP Strategic Marketing and Planning 2

Question 1

Which framework helps marketers evaluate the attractiveness of a market segment by examining market size, growth rate, competitive intensity, and profitability?

Accepted Answer

Market Attractiveness-Business Strength Matrix

Answer

The Market Attractiveness-Business Strength Matrix (GE-McKinsey Matrix) evaluates segments on market attractiveness and competitive strength dimensions.

Question 2

A company discovers that its primary customer segment has shifted from baby boomers to millennials. Which planning step should the marketing team prioritize first?

Accepted Answer

Updating the customer persona and segmentation analysis

Answer

Updating the customer persona and segmentation analysis is the foundational step before any tactical changes can be effectively made.

Question 3

In strategic marketing planning, what does the term 'sustainable competitive advantage' mean?

Accepted Answer

An advantage that can be maintained over time despite competitor actions

Answer

A sustainable competitive advantage is a long-term edge over competitors that is difficult to replicate or neutralize.

Question 4

Which of the following best describes a 'market penetration' strategy in the Ansoff Matrix?

Accepted Answer

Selling existing products to existing markets

Answer

Market penetration involves increasing sales of existing products within existing markets, typically through promotions or pricing.

Question 5

A brand's 'positioning statement' should primarily communicate which of the following?

Accepted Answer

How the brand is distinct and valuable to its target customer

Answer

A positioning statement articulates the unique value a brand offers to a specific target audience and how it differs from competitors.

(CMP) Certified Marketing Professional Practice Test

(CMP) Certified Marketing Professional Practice Test

CMP Strategic Marketing and Planning 2