Marketing Strategy & Planning Flashcards

A company discovers its product has a 60% market share but the market itself is shrinking at 5% annually. According to the BCG matrix, this product is classified as a:

Answer: Dog

A high market share in a low/declining growth market is a 'Dog' in the BCG matrix, not a Cash Cow (which requires a growing or stable market).

Which planning tool asks marketers to evaluate Strengths, Weaknesses, Opportunities, and Threats in a structured 2x2 grid?

Answer: SWOT Analysis

SWOT Analysis organizes internal factors (Strengths, Weaknesses) and external factors (Opportunities, Threats) in a 2x2 grid.

A marketer sets an objective to 'increase brand awareness among millennials by 15% within 6 months, measured by aided recall surveys.' This objective best demonstrates which quality?

Answer: SMART

SMART objectives are Specific, Measurable, Achievable, Relevant, and Time-bound — all qualities present in this example.

When a firm pursues a strategy of selling existing products to new geographic markets, this is best described as which Ansoff Matrix quadrant?

Answer: Market Development

Market Development involves taking existing products into new markets, including new geographic territories or new customer segments.

A company's marketing plan projects $500,000 in incremental revenue from a $100,000 campaign investment. What is the marketing ROI?

Answer: 400%

Marketing ROI = (Incremental Revenue - Marketing Cost) / Marketing Cost = ($500,000 - $100,000) / $100,000 = 400%.

In strategic planning, the term 'competitive advantage' refers to:

Answer: A superior position that allows a firm to outperform rivals

Competitive advantage is a condition enabling a firm to generate greater value or operate more efficiently than competitors, leading to superior performance.

Which environmental scanning framework specifically analyzes Political, Economic, Social, Technological, Legal, and Environmental factors?

Answer: PESTLE

PESTLE is a macro-environmental analysis tool covering six external dimensions that affect an organization's strategy.