Đề cương môn Marketing căn bản –Trường Đại học Hoa Sen

MKT _ REVISION C7-8-9-10 CHAP 7: 1.
Lengthening a product line beyond its current range is referred to as product line . a. filling b. stretching c. strengthening d. mixing 2.
products are consumer products and services that customers
usually buy frequentlyfi immediatelyfi and with minimal comparison and buying effort. a. Convenience b. Unsought c. Specialty d. Capital 3.
Which of the following terms best describes the process of designing
and producing a container or wrapper for a product? a. labeling b. packaging c. licensing d. positioning
ff. Which of the following is an example of an unsought product? a. laundry detergent b. life insurance c. toothpaste d. refrigerator 5.
refer to a form of product that consists of activitiesfi benefitsfi
or satisfactions offered for sale that are essentially intangible. a. Services b. Pure products c. Line extensions d. Co-brands CHAP 9: 1.
Each PC produced by HP involves a cost of computer chipsfi wiresfi
plasticfi packagingfi and other inputs. Although these costs tend to be the same for
each unit producedfi they are called
costs because the total changes based on the number of units produced. a. variable b. target c. fixed d. payroll 2.
uses buyers' perceptions of what a product is worth as the key to pricing. a. Target return pricing b. Cost-plus pricing c. Customer value-based pricing d. Psychological pricing 3.
Computer World sells laptops separately from accessory products like
docking stationsfi anti-virus softwarefi and external hard drives. This is referred to as pricing. a. by-product b. product bundle c. market-penetration d. optional – product
ff. Which of the following sets the upper limit for a product's pricing? a. consumer perceptions of value b. competition c. profits d. product costs 5.
Rentfi electricityfi and executive salaries that do not vary with
production or sales level are referred to as costs. a. variable b. target c. fixed d. break-even CHAP 10: 1.
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. 2.
Vertical conflicts in distribution channels are conflicts that occur between . b.
different levels of different channels c.
same levels of different channels d.
same levels in the same channel 3.
When Toyota announces a product recall on its Camry model due to a
faulty igniterfi they are using
to coordinate with dealers and car owners. a. inbound logistics b. outbound logistics c. reverse logistics d. inventory logistics
ff. A firm that uses direct marketing would most likely sell its products through . a. large wholesalers b. multiple intermediaries c. big box retailers d. the company Web site e.
Which of the following would be considered an upstream partner in a company's supply chain? •
a firm that resells a finished product and shares the net sales with the producer. •
a firm that buys products at wholesale cost from the company •
a firm that markets a product to consumers through social media •
a firm that provides technical expertise in the production of a product