Lesson 7.12.1

7.12.1 The marketing strategy Quiz: OCR Business, Unit 7

20 questions

Written by Revision Ninja · Last reviewed 11 October 2026

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Lesson 7.12.1, The marketing strategy: 20 multiple choice questions for the OCR Business (H431), Unit 7: Marketing, written with Revision Ninja.

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The 20 questions

  1. What is a marketing strategy designed to achieve for a business?

    • Immediate tax reductions
    • Short-term cash flow
    • Long-term corporate objectives
    • Daily production targets

  2. Which Ansoff Matrix strategy involves selling existing products into brand new markets?

    • Product development
    • Market penetration
    • Diversification
    • Market development

  3. Which strategy on Ansoff's Matrix carries the highest level of risk for a firm?

    • Market penetration
    • Diversification
    • Product development
    • Market development

  4. A UK bakery starts exporting its existing shortbread biscuits to North America. Which strategy is this?

    • Market development
    • Market penetration
    • Product development
    • Diversification

  5. According to Porter, which generic strategy targets a broad market using low operating costs?

    • Differentiation
    • Cost focus
    • Differentiation focus
    • Cost leadership

  6. A luxury watchmaker targets a small, wealthy niche with bespoke handcrafted designs. Which strategy is used?

    • Cost leadership
    • Differentiation focus
    • Cost focus
    • Market penetration

  7. In the Boston Matrix, which product category has low market share in a fast-growing market?

    • Cash cow
    • Star
    • Question mark
    • Dog

  8. A firm uses cash flows from its Cash Cows to fund which Boston Matrix category?

    • Declining products
    • Dogs
    • Stable commodities
    • Question marks

  9. At which stage of the Product Life Cycle do sales peak while profit margins start falling?

    • Maturity
    • Decline
    • Introduction
    • Growth

  10. A smartphone brand updates software features to extend a product's life cycle. What is this called?

    • Boston repositioning
    • Market development
    • Extension strategy
    • Cost leadership

  11. Which element of the extended 7Ps marketing mix focuses on customer service touchpoints and staff?

    • Physical evidence
    • People
    • Process
    • Place

  12. Dividing a market based on consumer lifestyle, values, and personality traits is known as what?

    • Geographic segmentation
    • Demographic segmentation
    • Psychographic segmentation
    • Behavioural segmentation

  13. What is a key disadvantage of operating predominantly in a niche market?

    • High rivalry
    • Low profit margins
    • Standardised production
    • Limited market scale

  14. A company launches a unique high-tech gadget at a high initial price. Which strategy is this?

    • Predatory pricing
    • Cost-plus pricing
    • Price skimming
    • Penetration pricing

  15. If a firm faces intense competition and low growth, which Boston Matrix action is most appropriate?

    • Product launch
    • Market expansion
    • Divestment
    • Heavy investment

  16. Why might a business choose market penetration over product development?

    • New market access
    • Lower R&D costs
    • Higher profit margins
    • Uncontested market

  17. How should a marketing strategy adapt when consumer trends shift rapidly towards online shopping?

    • Shift to e-commerce
    • Reduce product range
    • Increase print advertising
    • Raise retail prices

  18. What term describes a business focusing on product features rather than underlying customer needs?

    • Asset-led marketing
    • Product positioning
    • Marketing myopia
    • Market orientation

  19. A business targeting low-income consumers should align its marketing mix with which pricing tactic?

    • Dynamic pricing
    • Penetration pricing
    • Premium pricing
    • Price skimming

  20. What does a market positioning map directly help a business identify in a market?

    • Profit margins
    • Total market size
    • Break-even output
    • Market gaps

All OCR Business quizzes