Câu hỏi ôn tập marketing - Tài liệu tham khảo | Đại học Hoa Sen

CÂU HỎI ÔN TẬP
Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs
and focus excessively on ________. A. Consumers' brand experiences B. Competitors' threats C. Consumers' existing wants D. Competitors' strengths
Apple encourages customers to form local Apple user groups. This is an example of a ________. A. Business partnership program B. Club marketing program C.
Consumer-generated marketing program D. Joint venture
Which of the following is an example of a convenience product? A. Candy B. Furniture C. Life insurance D. Refrigerator
Which of the following best describes a company's business portfolio? A.
The list of all the marketing activities in which the company invests B.
The target segments of the company's various businesses C.
The company's products or services in a particular market D.
The collection of businesses and products that make up the company
Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs
and focus excessively on ________. A. Consumers' brand experiences B. Consumers' future demands C. Consumers' existing wants D. Competitors' strengths
The authors suggest that the term "supply chain" may be too limited because it takes a
"make-and-sell" view of the business. They believe the term ________ is more
appropriate because it suggests a "sense-and-respond" view of the market. A. "upstream chain" B. "downstream chain" C. "production chain" D. "demand chain"
American Honda purchases over $20 billion worth of auto parts and materials every year.
________ are key players in the company's success. A. Wholesalers B. Suppliers C. Physical distribution firms D. Retailers
A shoe company's ads feature the members of a popular country music band. Product
sales increase significantly among the band's fans. From the fans' viewpoint, the band is a ________. A. Membership group B. Reference group C. Laggard D. Late-majority adopter
PC manufacturer, Lenovo, focuses on low labor costs and mass distribution to ensure the
continuous availability of its products at reasonable prices. Lenovo most likely follows the ________. A.
Customer-driving marketing concept B. Marketing concept C. Societal marketing concept D. Production concept
Which of the following has the primary function of helping a company target and promote its products to the right markets? A. Marketing services agencies B. Resale marketers C. Service providers D. Physical distribution firms
_______ products are less frequently purchased consumer products and services that customers
compare carefully on suitability, quality, price, and style. A. Convenience B. Capital C. Shopping D. Unsought
Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States,
such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of
advertisements and promotions. The supplier is segmenting its market according to ________. A. Behavioral factors B. Personality characteristics C. Geographic location D. Benefits sought
Howard Schultz, the founder of Starbucks, positioned his bistros as "a third place" between work
and home where patrons could share and enjoy a cup of coffee with friends. This illustrates ________. A. An actual product B. A core customer value C. Simple bundling D. An augmented product
________ products are consumer products and services that customers usually buy frequently,
immediately, and with minimal comparison and buying effort. A. Shopping B. Specialty C. Capital D. Convenience
Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs
and focus excessively on ________. A. Consumers' existing wants B. Consumers' brand experiences C. Competitors' threats D. Consumers' future demands
Which statement about convenience products is most likely true? A.
They are distributed exclusively in only one or a few outlets per market area. B.
They are products that consumers rarely consider buying. C.
Consumers need to make special purchasing efforts to buy such products. D.
They are bought by consumers frequently and with minimal comparison.
Which of the following is true of strategic planning in a firm? A.
It deals with maintaining the company's current business ventures
It focuses on the firm's internal environment rather than the external B. environment.
It occurs at the business-unit, product, and market levels rather than at the corporate C. level. D.
It deals with adapting the firm to take advantage of changing marketing opportunities.
Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They
are examples of ________ products. A. Unsought B. Shopping C. Convenience D. Specialty
Java Jane's first coffeehouse was very successful due to the unique flavors, on-site baked goods,
and inviting ambiance. The owner, Jane Phillips, decided to franchise her operation when she was
approached by several interested investors. Which type of marketing system has Java Jane's most likely adopted? A.
An administered marketing system B. A contractual marketing system C. A horizontal marketing channel D. A direct marketing channel
The ________ concept holds that consumers will favor goods and services that offer the most in
quality, performance, and innovative features. A. Societal marketing B. Marketing C. Selling D. Product
A brand's ________ is the set of benefits that it promises to deliver to consumers to satisfy their needs. A. Value proposition B. Dominant effect C. Fringe benefit D. Perquisite
According to the BCG matrix, products or businesses with a low share of market in a high-growth
industry are considered ________. A. Dogs B. Cash cows C. Stars D. Question marks
Producers use marketing intermediaries because they ________. A.
Create greater efficiency in making goods available to target markets B.
Supply inexpensive raw materials for manufacturing products C.
Provide technical expertise for faster production D.
Monitor day-to-day activities during production
A child in the United States is exposed to many values including achievement and success,
freedom, individualism, hard work, and material comfort. These are symbolic of American ________.. A. Subculture B. Culture C. Society D. Perception
Which of the following is the first stage of the buyer decision process?. A. Need recognition B. Information search C. Evaluation of alternatives D. Purchase decision
When a company issues a press release to announce a sizable donation to a national charity, they
are using ________ to generate goodwill and maintain a positive corporate image. A. Personal selling B. Sales promotion C. Public relations D. Direct and digital marketing
Harper Farms raises chickens. For years, it has used wooden coops for hauling its poultry to
market. When the owner, Jane Harper, went to reuse some of her coops, she noticed many of
them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the
business buying decision process was Harper in when she decided to replace her old coops? A. Problem recognition B. General need description C. Product specification D. Alternative evaluation
Producers use marketing intermediaries because they ________. A.
Create greater efficiency in making goods available to target markets B.
Supply inexpensive raw materials for manufacturing products C.
Provide technical expertise for faster production D.
Monitor day-to-day activities during production
In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to
consumers for the purpose of promoting sales and building customer relationships. A. Advertising B. Public relations C. Personal selling D. Merchandising
Dollar General profitably appeals to families with more modest means. The retailer's approach is
most likely referred to as ________. A. Mass distribution B. Cost leadership C. Consumer-generated marketing D. Target marketing
Which of the following concepts is based on a customer-centered philosophy? A. The product concept B. The marketing concept C. The production concept D. The selling concept
The first Target store opened in 1962. Its initial strategy was to set prices low to attract a large
number of buyers quickly and win a large market share. This is referred to as ________. A. Market-skimming pricing B. Market-penetration pricing C. Value-added pricing D. Target costing
Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward
lower-income consumer groups. Lilly's most likely segments the consumer market based on ________ variables. A. Demographic B. Psychographic C. Geographic D. Behavioral
The societal marketing concept holds that ________.
Consumers will not buy enough of a firm's products unless the firm undertakes a A.
large-scale selling and promotion effort
A company's marketing decisions should focus on creating economic value in a way B.
that also creates value for the surrounding environment C.
The society will only favor products that are available and highly affordable
Achieving organizational goals depends on knowing the needs and wants of D.
target markets and delivering the desired satisfactions better than competitors do
P&G "Tide Loads of Hope" program provides mobile laundromats and loads of clean
laundry to families in disaster-stricken areas. This is an example of ________ marketing. A. Social B. Environmental C. Ethical D. Cause-related
Causal research is used to ________.. A.
Test hypotheses about cause-and-effect relationships B.
Gather preliminary data to define problems and their underlying causes C.
Collect information on the demographics of customers D.
Collect information on the attitudes of consumers
Which of the following conditions is most likely essential for implementing a successful market-
penetration pricing strategy for a product? A.
The product's quality supports its high price. B.
Alternative products can enter the market easily. C.
The market for the product is highly price sensitive. D.
Prices increase incrementally as sales volume increases.
Susan has been redecorating her new condo for a year. She is carefully selecting every item.
Susan finds an oriental rug that matches her color scheme and décor perfectly and purchases it
immediately without engaging in comparison shopping. This is an example of a(n) ________. E. Shopping product F. Convenience product G. Specialty product H. Industrial product
The first generation Apple iPod was introduced in 2001 and sold for $500. The following year a
mini version was introduced for $250. Apple initially used a ________ strategy to price their digital music innovation. A. Market-skimming B. Target costing C. Market-penetration D. Predatory
A brand difference is said to be preemptive if ________. A.
Competitors cannot easily copy the difference B.
Buyers can afford to pay for the difference C.
The difference can be introduced profitably D.
The difference is beneficial to customers
________ is the systematic design, collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization.