Q1: Which of the following B.

selling a company's current products

statements about customer value is
C. selling in new as well as existing
true? A. The greater the competition,
markets
the less important customer value is.
D. developing a new product
B. Customer value is the difference
between the benefits a customer sees Q5: "Good" market segments are
from a those that are.. A. homogeneous
between.
market offerin; and the costs of
obtaining those benefits. B. operational and substantial.
C. It is the manager's view of customer C. heterogeneous within.
value that matters, not the customer's.
D. international in nature.
D. The sure way to achieve high
customer value is to offer a lower price. Q6: The present state of our
knowiedge about consumer
Q2: A marketing analyst for a behavior is such that:
chicken processor reports that a
rising A. Relevant market dimensions can be
easily identified and measured using
percentage of people are eating
chicken because it has less fat than "psychographics".
beef. B. Marketing research can't tell us much
Clearly, this firm's opportunities more about specific aspects of
may improve with this change in consumer
the behavior.
A. Cultural and social environment. C. The behavioral sciences provide the
B. Economic environment. marketing manager with a complete

C. Technological environment. explanation of the

D. Political and legal environment. "whys" of consumer behavior.

Q3: The most important variable in D. A marketing manager usually must

a firm's marketing mix is: A. Product. blend intuition (trực giác) and judgment
(phán
B. Price
đoán) with findings from the behavioral
C. Place. sciences to explain and predict (dự
đoán)
D. None of these since all contribute to
one whole. consumer behavior.
Q4. Both market penetration Q7. The first step in market
strategtes and market development segmentation should be:
strategies primarily involve

A. modifying the company's product line

А. Defining some broad product-markets D. Finding attractive opportunities and
where you may be able to operate developing a marketing mix.
profitably (hoạt động có lãi)
Q11: As we know, the macro-
B. Evaluating what segment(s) you marketing
currently serve.
А. Is not concerned with the flow of
C. Deciding what new product you could goods and services from producers to
develop. consumers

D. Finding a demographie group likely to B. Focuses on the objectives of society

use your products.
C. Refers to a sel of activities performed
Q8. A "Marketing program": by boti profit and nonprofit organizations

A. Is primarily concerned with all of the D. Secks to match homogenous supply

details of implementing a marketing capabilitien with homogeneous demands
plan. for

B. Consists of a target market and the goods and services

marketing mix.
Q12. The marketing mix
C. Is another name for a particular
A. Includes four variables - advertising,
marketing mix.
personal selling, customer service, and
D. Blends (kết hợp) several different sales
marketing plans.
promotion
Q9. means that services cannot be
B. Helps to organize the marketing
seen, tasted, felt, heard, or smelled
strategy decision areas
before they are bought.
C. Includes the target market
A. Service inseparability
D. Includes four variables -- People,
B. Service variability
Place, Promotion, and Price
C. Service perishability
Q13: Which of the following
D. Service intangibility objectives of a business is the most
important?
Q10: A marketing strategy consists
of two interrelated parts. These A. All three of the above are equally
are: important, because a failure in any one
could
A. Selection of a target market and
development of a marketing mix. lead to a total failure of the business.

B. Selection of a target market and B. To ear enough profit to survive.

implementing the plan.
C. To engage in some specific business
C. Selection and development of activity which will perform a socially and
aymarketing mix.
economically useful function.
D. To develop an organization to carry A. In a marketing oriented firm, every
on the business and implement its department's activities are guided by
strategies. what

Q14: The aim of marketing is to: customers need and what the firm can
deliver at a profit.
A. Help create a pure subsistence
economy. B. There are no separate functional
departments in a marketing-oriented
B. Identify customers' needs and meet
hirm
those needs so well that the product
almost C. Production-onented firms usually do
norhave a marketing manager.
"sells itself."
D. In a marketing-oriented firm, the total
C. Persuade customers to buy the firm's
system's effort is guided by what
product.
indiviquar departments would like to do.
D. Eliminate the need for exchanges.
Q18: A S.W.O.T. analysis
Q15: A firm with a marketing
orientation (định hướng mkt) is most А. Focuses on what a firm plans to do to
likely to: A. View advertising as an "Satisfy Wishes of a Target" customer.
unnecessary expense.
B. Identifies a firm's strengths,
B. Advertise how a product meets weaknesses, opportunities, and threats".
customers' needs.
C. Summarizes a firm's "strategy, wishes
C. Recognize that effective advertising is (of its customers), outlook, and tactics".
the key to sales.
D. Helps defend against potential
D. Focus advertising on product competitors by developing a set of
features. competitive "safeguards, weapons,
offensives, and tactics".
Q16: Which of the following is NOT
part of a product-market definition? Q19: When a firm tries to increase
А. information about which specific sales by offering new or improved
retailers will sell the product products to its present

B. a description of the type of product? markets, this is called:

C. information about consumer needs A. Diversification.

D. information about the final customer B. Market development.

(or user) of the product
C. Market penetration.
Q17: The difference between
D. Product development.
"Production Orientation and
"Marketing orientation" is best Q20: ToyBox is a toy manufacturer
explained as follows: based in the United Kingdom.
Which of the following indicates
that the company is following a C. Involves persuading customers to buy
market penetration strategy? your product.

A. It introduces a line of children's D. Is a social process involving all

clothing in the United Kingdom. producers, intermediaries, and
consumers
B. It enters the U.S. market with a line of
children's clothing. Q24. Which of the following is true?

C. It introduces its toys in the Indian and A. The product "P" in the marketing mix
South-East Asian markets. stands B. The product "P" in the
marketing
D. It acquires toy rights for a popular
cartoon character to boost its sales. mix for only physical goods.

Q21: Customer relationship B. for only tangible merchandise.

management (CRM) helps consumer
C. The product "P" in the marketing mix
marketers: A. treat all submarkets as a
stands D. The product "P" in the
single huge market.
marketing
B. deliver different marketing mix to
mix for both physical goods and
different customer segments.
services.
C. reduce their focus on local customers.
D. stands for both physical goods and
D. ignore the differences in the needs tangible merchandise
and preferences of target customers.
Q25: In the marketing mix, the
Q22: Having segmented its market, customer is:
the Martinez Corp. Has decided to
A. The "person" in the four Ps of the
treat each of two submarkets as a
marketing mix
separate target market requiring a
different marketing mix. B. The "place" in the four Ps of the
Apparently, Stuart is following the marketing mix
target market approach.
C. The target market for the marketing
A. Separate mix
B. Multiple D. One of the four components of the
marketing mix
C. Combined
Q26: Gina Williams wanted to start
D. Single
a decorating business. She
Q23: Micro-marketing: identified several possible. target
markets, but decided to serve a
A. Begins with the production process.
market composed of recently
B. Tries to accomplish a company's married couples that owned their
objectives by anticipating customers first home. Gina appears to be
needs and following:

trying to satisfy them A. A multiple target market approach.

B. A combined target market approach vantables

C. A single target market approach. C. That the company does not have to
worry about substantial competition for
D. A mass marketing approach.
a long
Q27: The marketing management
time
process:
D. That people in different market
A. Is mainly concerned with obtaining
segments should be as different as
continuous customer feedback.
possible.
B. Includes the on-going job of planning
Q30: An attitude is
marketing activities.
A. person's point of view toward
C. Involves finding opportunities and
something.
planning marketing strategies, but does
not B. Easily change

include the management tasks of C. The same as opinion and belief.

implementing and control.
D. A reliable indication of intention to
D. Is called "strategic planning" buy.

Q28: To improve its profits, Delta Q31: Which of the following types
Tool Corp. Has redesigned its entire of advertising is most appropriate
line of for the awareness stage of an
advertising campaign?
rechargeable power Drills adding
several new or improved features A. Competitive ad

and three new models. Apparently, B. Direct-action retail ads

Delta adding several new or
C. Jingles
improved features and three new
models. Apparently, Delta Tool is D. Price deal offers
pursuing a opportunity.
Q32: In which stage of the product
A. Market penctration life cycle will promotional
expenditures be significantly high
B. Market development
in an attempt to create consumer
C. Product development awareness of a product and its
features?
D. Diversification
A. Product development
Q29: Saying that a "good" product-
market segment should be B. Maturity
substantial means
C. Introduction
A. It should be large enough to be
D. Growth
profitable.
Q33: Which of the following would
B. That people should have substantially
be a type of advertising used in the
different reactions to marketing mix
awareness stage of the adoption Q37: If a company seeks to
process? maximize brand exposure, which of
the following distribution
A. Flash ads
alternatives would be the correct
B. Point-of-purchase ads choice

C. Teaser campaigns A. Selective distribution.

D. Testimonials B. Open distribution

Q34: Strategy "Place" decisions C. Exclusive distribution,

would NOT include: A. type of channel
D Intensive distribution.
of distribution.
Q38: _products are consumer
B. geographic pricing policy.
products and services that
C. type of physical distribution facilities. customers usually buy frequently,
immediately, and with minirnal
D. degree of market exposure desired. comparison and buying effort.
Q35: Regarding promotion A. Convenience
methods, which of the following
statements is TRUE? B. Specialty

A. Advertising is usually more tailored to C. Shopping

the individual needs and attitudes of
D. Unsought
target
Q39: Promotions are part of the:
customers than personal selling.
A. Target market.
B. Personal selling can provide
immediate feedback. B. Company environnient

C. Publicity is "free," but usually is C. Marketing mix.

ineffective for really new products.
D. Strategic processes.
D. All of these statements about
Q40 Heterogeneous shopping
promotion methods are TRUE.
products:
Q36: Merchandising aids and
A. need enough exposure to aid price
promotional allowances are sales
comparison.
promotion activities aimed at
B. need widespread distribution near
A. final consumers.
probable points of sale.
B. intermediaries (wholesalers and
C. need adequate representation in
retailer).
major shopping areas near similar
C. final users. products.

D. company's own sales force. D. need widespread distribution at low

cost.
Q41: Which of the following major usually controlled through strong legal
promotional tools use press contracts. B. are easier to control than
release, product publicity, corporate channel systems. D. may
corporate communications, involve little or no cooperation among
lobbying, and public service to channel members.
communicate information? A.
Q46: A major difference between
Advertising B. Public relations. C. Direct
reminder advertising and
Marketing D. Sales promotion
pioneering advertising is that: A.
Q42: Regarding business products, reminder advertising is emphasized in
which of the following is NOT true? the early stages of the product life cycle.
A. Quality of service may be more B. reminder advertising focuses on
important than low price to a buyer of selective demand, while pioneering
professional services. B. A broad product advertising tries to develop primary
assortment may be more important than demand. C. None of these alternatives is
low price to a buyer of supply items. C. true. D. pioneering advertising is
All of these alternatives are true. D. emphasized in the later stages of the
Meeting specifications may be more product life cycle.
important than low price to a buyer of
Q47: With respect to a channel of
component parts.
distribution, the number of
Q43: The personal presentation by intermediary levels within the
the firm's sales force for the channel indicates the of a channel.
purpose of making sales and A. Depth B. Similarity C. Length D. Width
building customer relationships is
Q48: Companies usually develop
called: A. Direct Marketing. B. Personal
rather than single products. A.
selling. C. Public Relations. D. Sales
Product families. B. Product grouping. C.
promotion.
Product brands. D. Product lines.
Q44: Which one of the following
Q49: These firms help companies to
statements about packaging is
stock and move goods from their
TRUE? A. The number of package sizes
points of origin to their
for similar products from different
destinations. A. Marketing service
manufacturers is increasing
firms. B. Financial intermediaries. C.
dramatically, because most firms realize
Resellers
that this makes direct comparisons
among brands harder. B. There is very D. Physical distribution firms.
little government regulation of
packaging, except for drug products. C. Q.50: A Hewlett-Packard sales rep
Better packaging almost always raises is making a presentation about a
total distribution costs. D. A good new printer product to a group of
package can sometimes provide more purchasing agents when one of the
promotional impact than advertising. agents withdraws to read a text
message. In the traditional
Q45: Traditional channels of communication model, the text-
distribution A. are usually preferred to reading is the:
other distribution arrangements. C. are
A. Encoding
B. Noise A. Promotional tools used for push
strategies but not pull strategies.
C. Decoding
B. Communications channels that should
D. Channel
be integrated under the concept of
Q51: Sales promotion activities;
integrated marketing communications.
A. Focus more on getting attention than
C. Promotional tools adapted for use in
on stimulating action by consumers.
mass - marketing.
C. Are aimed at final consumers, but not
D. Communications channels focused
business customers.
more on narrowcasting than
B. May be aimed at a firm's own broadcasting.
employees.
Q55: The AIDA model:
D. Usually take longer to achieve sales
A. focuses on what happens after the
results than does advertising.
adoption process is complete.
Q52: "Noise" (in the traditional
B. suggests that mass media can get
communication process) refers to:
consumers' attention only if that is what
A. messages which are too loud or bold.
consumers desire.
B. any distractions that reduce the
C. consists of four basic promotion jobs.
effectiveness of the communication
process. D. All of these alternatives about the
AIDA model are true.
C. efforts by a firm's competitors to
block its message channel. Q56: Which of the following is true
about the relation between
D. the encoded message before it is
promotion blends and the
decoded.
promotion target?
Q53: Bonafide Electric produces
B. All of these alternatives are true.
electric motors that power
refrigerators, air A. Pushing in the channel means using
normal promotion to intermediaries.
condition units, washing machines,
and many other electric appliances C. Pushing within the firm involves
produced by various manufacturers promotion to employees, especially
Bonafide Electric is selling A salespeople.
component part.
D. Promotion to intermediaries
B. component parts. emphasizes personal selling.

C. accessory equipment. Q57: The slogan from the GEICO

ads, "15 minutes could save you 15
D. MRO items.
percent or more on your car
Q54: Advertising, sales promotion, insurance" is an example of which
personal selling, public relations, of the following elements of the
and direct marketing are all communication process?
A. Encode

B. Message

C. Decode

D. Feedback

Q58: If a company's objective were

to reach masses of buyers that
were geographically dispersed at a
low cost per exposure, the company
would likely choose which of the
following promotion forms?

A. Advertising.

B. Personal selling.

C. Public relations.

D. Mass selling.

Q59: To encourage potential buyers

to take its new Model 3 sedan for a
test drive, BMW posts a video on its
website of the Model 3 speeding
down a winding mountain road. This
is an example of:

A. advertising.

B. personal selling.

C. publicity.

D. sales promotion

Q60: A set of interdependent

organizations involved in the
process of making a product or
service available for use or
consumption by the consumer or
business user is called a:

A. Distribution channel

B. Wholesaler

C. Logistics function

D. Retailer