PCM Marketing Strategy & Planning 2

Question 1

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:

Accepted Answer

Dog

Answer

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).

Question 2

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

Accepted Answer

SWOT Analysis

Answer

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

Question 3

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?

Accepted Answer

SMART

Answer

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

Question 4

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

Accepted Answer

Market Development

Answer

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

Question 5

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

Accepted Answer

400%

Answer

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

(PCM) Professional Certified Marketer Practice Test

(PCM) Professional Certified Marketer Practice Test

PCM Marketing Strategy & Planning 2