This document summarizes a book on marketing multiple choice questions by Maxwell Ranasinghe. The book contains 580 frequently asked marketing MCQs answered. It was written to help students pass exams by analyzing over 1600 questions from various universities and finding 580 that are frequently asked. The MCQs are organized into 12 chapters covering standard marketing topics. The document provides 20 sample MCQs from the strategic marketing planning chapter and their answers as an example of the content in the book.

1. Multiple Choice
Questions in Marketing
580 Frequently asked
questions are
answered.
Book by
Maxwell Ranasinghe
M.A( Interdisciplinary Studies) York, CPM ( Marketing) New Haven,
BSc.( Business Administration) USJP, Attorney at Law.

2. I have taught marketing for last 20 years in number of
universities and professional institutes. Further I have
conducted various marketing and management related
workshops to the corporate sector.
MCQs are now a very important part of marketing
examinations all over the world. As such, I wrote this book on
Multiple Questions to help students in passing exams.
I gathered question papers on MCQs of many universities, and
professional institutes
I analyzed more than 1600 questions and found that there are
a set of questions that are frequently asked. It came to around
580 questions, and I answered all these questions in my e-
book.

3. • The questions and answers discussed in the book cover a
standard syllabus of marketing in Diploma, Undergraduate
and Graduate level courses
• I have discussed MCQs by categorizing it to 12 categories
namely - Introduction to Marketing, Marketing
Environment, Marketing Mix, Marketing Research,
Consumer Behavior, Segmentation, Targeting and
Positioning, Product , Price, Distribution, Promotion ,
Marketing Planning and Information and Communication
Technology for Marketing. As such there are 12 chapters to
the book.
• I decided to select 20 MCQs from each chapter and make
12 presentations
• As such, you will be able to view 12 presentations in this
series and to learn 240 MCQs out of 580 MCQs in my book

4. Now take a piece of paper and a pen, get ready for
an MCQ Exam
In this
presentation, I
will discuss 20
MCQs selected
from Chapter
11 of my book
Strategic
Marketing
Planning

5. 1. Strategic Plan is
• 1. A plan that guides and the implements the
activities need to achieve strategic plan
• 2. A plan that develops to win competition
with a strong competitor in the market place
• 3. Process of determining an organizations
main objectives and articulating the ways and
means of achieving those objectives
• 4. An action that is taken by a company to
achieve short term goals in the market place

6. 2. Tactical
plan is
1. Tactics that a marker uses to win the long
term objectives of the company
2. That guides the implementation of
activities in the strategic plan of the company
3. Temporarily withdrawing from a specific
market with an idea of returning later
4. Unethical practices adopted by a marketer
to grab market share of the competitors

7. 3. Who is
responsible
in strategic
planning
1. Marketing Director
2. Top Management , Board of
Directors and CEO of companies
3. Middle managers
4. Marketing Consultants

8. 4. In the process
of marketing
planning ,
formulating
marketing
strategy
commences
• 1. After mission, vision,
objectives and business
environmental assessment
• 2. Before all of the activities
stated in answer number one
• 3. Soon after the objectives
• 3. After setting the sales
objectives

9. 5. A company is in
the process of
analysing the
strength of its
major
competitors. In
what stage of the
planning process
is this activity is
done ?
1. In making organisational
objectives
2. In the stage of operational plans
3. In the stage of business
environmental assessment
4. At the stage of monitoring
activities

10. 6. An objective
to be effective,
it should be
SMART. What do
you mean by
that?
• 1. Sound, Meaningful, Articulate,
Real and Time bound
• 2. Serious, Marketable,
Achievable, reasonable and
tactful
• 3. Specific, Measurable,
Achievable, Actionable, Realistic
and Time bound
• 4. Superior, measurable,
anticipatory, reachable and
tested

11. 7. Fill in the blanks of Michael
Porters Five Force Model ( need to
write two answers)
Rivalry
among
competitors
Potential
new
entrants
Bargaining
power of
suppliers

12. 8. Michael
Porters Five
Force model
evaluates
• 1. Attractiveness and risk in the
market for the firm
• 2. Size of the market and its
competitors
• 3. Consumer buyer behavior
• 4. Innovations taking place in
marketing planning

13. 9. If the
bargaining
power of
buyers is
high
1. It makes the firm strong in
dealing with buyers
2. It makes the firm weak in dealing
with buyers
3. It does not make any difference
in dealing with buyers
4. Buyers cannot dictate terms to
the firm

14. 10. The
elements
of SWOT
analysis is
Strength, Work, Organisation and
Technology
Sourcing, Worldwide, Open, Treaties
Strength, Weaknesses, Opportunities,
Threats
Threats
4. Sectional, Workings, Offences, Trust

15. 11. A firm finds a
best fit period that
the core
requirement of
the market and
particular
competencies of
the company fits
together. It is
called
1. Target Market
2. Penetration point
3. Strategic window
4. Niche Market

16. 12. In marketing
terminology, the
selected group
of people that a
company
intends to serve
through its
goods and
service is called
1. Selected market
2. Mass market
3. Target market
4. Potential market

17. 13.In the
Boston
Consulting
Group’s Market
Share/Market
Growth Matrix,
Stars represent
1. High
market share
in low
growth
markets
2. Low
market share
in low
growth
markets
3. High
market share
in low
growth
markets
4. High
market share
in high
growth
markets

18. 14. In the
Boston
Consulting
Group’s Market
Share/Market
Growth Matrix,
Question Marks
represent
1. Business
units that
generate little
profit
2. Business
units that have
potential to
become stars
or cash cows
3. Business
units that
generate
considerable
income
4. Business
units that
generate
strong cash
flows

19. 15. In the
Boston
Consulting
Group’s Market
Share/Market
Growth Matrix,
if a business
unit is a Cash
Cow
1. It should consider withdrawing form the
market
2. It should use profits to finance growth of
stars and question marks
3. It should invest more fund for future
growth
4. It should either invest more funds for
growth or consider divesting

20. 16. In the Boston
Consulting
Group’s Market
Share/Market
Growth Matrix, if
the business unit
is generating little
profits, it is called
1.DOGS 2. STARS
3. CASH COW 4. QUESTION
MARKS

21. 17. In the
Boston
Consulting
Group’s Market
Share/Market
Growth Matrix,
“Question
Marks” are
included in the
quadrant of
1. High industry growth but low relative
market share
2. High industry growth and high relative
market share
3. Low industry growth and low relative
market share
4. Low industry growth but high relative
market share

22. 18. In the
Boston
Consulting
Group’s Market
Share/Market
Growth Matrix,
“Dogs ” are
included in the
quadrant of
.1. HIGH INDUSTRY
GROWTH BUT LOW
RELATIVE MARKET SHARE
2. HIGH INDUSTRY
GROWTH AND HIGH
RELATIVE MARKET SHARE
3. LOW INDUSTRY
GROWTH AND LOW
RELATIVE MARKET SHARE
4. LOW INDUSTRY
GROWTH BUT HIGH
RELATIVE MARKET SHARE

23. 19. Strategic Business Unit ( SBU) in
a business may have its own
managers, resources, objectives
and competitors. It could be a
• 1. Relatively autonomous division within
a company
• 2. A product line of a division of a
company
• 3. A single product of a product line of a
company
• 4. Any of the above

24. 20. To find out
the market
status of the
different
strategic
business units,
widely used
methods is
• 1. Michael Porter’s Five Force model
• 2. Boston Consulting Groups BCG Matrix
• 3. Ansof’s Growth Opportunity Matrix
• 4. SWOT Analysis

25. • If you are interested in viewing the whole book, which has
580 Questions and Answers, please Log on to Amazon.com
and search
• “Marketing MCQs by Maxwell Ranasinghe”
• You can read the digital version free or download it by just
paying USD4.99
• I strongly believe it is a very good investment for you and I
also consider it as an appreciation of my work towards the
student community
• Next slide has the answers to the questions in this
presentation
• Answers to questions in this presentation appears on the
next slide

26. Answers
• 1-3 11-3
• 2-2 12-3
• 3-2 13-4
• 4-1 14-2
• 5-3 15-2
• 6-3 16-1
• 7-1 17-1
• 8-1 18-3
• 9-2 19-1
• 10-3 20-2