MARKETING Chap 1
1) Consumers' needs and wants are fulfilled through ________. a. market offerings b. value c. demand d. ideas
2) ________ are the form human needs take as they are shaped by culture and individual personality. a. Wants b. Benefits c. Necessities d. Services
3) According to the five-step model of the marketing process, the first step in marketing is ________. a.
engaging customers, building profitable relationships, and creating customer delight
b. designing a customer-driven marketing strategy c.
constructing an integrated marketing program that delivers superior value
d. understanding the marketplace and customer needs and wants
4) ________ is the art and science of choosing target markets and building profitable relationships with them. a. Positioning b. Marketing management c. Differentiation d. Segmentation
5) Marketers are said to suffer from marketing myopia when they ignore underlying consumer
needs and focus excessively on ________. a. consumers' brand experiences b. consumers' existing wants c. competitors' threats d. competitors' strengths Chap 2
1) Which of the following criteria provides a measure of market attractiveness in the Boston Consulting Group approach? a.
return on marketing investment. b. market growth rate c. market sentiment d. relative market share
2) Which of the following groups is included in both a company's value chain and its value delivery network? a. Customers b. suppliers c. distributors d. employees
3) A ________ is purposeful, specifying what an organization wants to accomplish in the larger environment. a. marketing strategy b. marketing objective c. strategic plan d. mission statement
4) In the BCG growth-share matrix, question marks refer to products or businesses with a ________. a.
greater market share than all their competitors combined in a saturated market.
b. low market share in a niche market c.
high market share in a market with a high growth rate
d. low market share in a market with high growth prospects
5) Which of the following is true of strategic planning in a firm? a.
It deals with adapting the firm to take advantage of changing marketing opportunities.
b. It occurs at the business-unit, product, and market levels rather than at the corporate level. c.
It deals with maintaining the company's current business ventures.
d. It focuses on the firm's internal environment rather than the external environment. Chap 3
1) The responsibility for setting a company's mission, objectives, broad strategies, and policies
primarily lies with its ________. a. top management b. human resource managers c. marketing managers d. finance department
2) Which of the following is most likely categorized as a business market? a.
individuals who buy goods and services for personal consumption
b. government agencies that buy goods and services to produce public services. c.
firms that buy goods and services for further processing
d. firms that buy goods and services to resell for profit.
3) Changes in variables, such as income, cost of living, interest rates, and savings and borrowing
patterns most likely reflect changes in the ________ environment of a company. a. natural b. economic c. demographic d. political
4) ________ are distribution channel firms that help a company find customers or make sales to them. a. Producers b. Suppliers c. Resellers d. Logistics firms
5) Demographic, economic, natural, technological, political, and cultural forces form the ________ of an organization. a. Macroenvironment (vĩ mô) b. supply chain c. microenvironment
d. marketing intermediary network Chap 4
1) Which of the following demonstrates the real value of a company's marketing research and information system? a.
the quality of customer insights it provides.
b. the variety of contact methods it uses. c.
the amount of data it generates.
d. the type of sampling plan it follows.
2) ________ data consist of information collected for the specific purpose at hand. a. Historical b. Secondary c. Derived d. Primary
3) Which of the following is not considered a source of competitive intelligence?cttritue a. online databases b. key customers c. a company's sales force
d. competitors' internal databases
4) A(n) ________ is best suited for exploratory research. a. focus group. b. Observation (quan sát) c. online survey d. mail survey
5) Which of the following sources constitutes the internal database of a company? a. commercial online databases b. the company's sales records c.
reports sold by market research firms.
d. conversations on social media Chap 5
1) Which of the following is a social factor that influences consumer buying behavior? a. economic situation b. life-cycle stage c. family - o d. personality
2) Devon is in the market for a new car. She is seriously considering either a Honda Civic or
Toyota Corolla because they both have excellent quality and safety ratings and are
comparable in price. Devon is in the ________ stage of the buyer decision process. a. need recognition. b. evaluation of alternatives c. information search d. purchase decision
3) ________ means that consumers are likely to remember good points made about a brand
they favor and forget the good points made about competing brands. a. Selective attention b. Selective distortion c. Selective retention d. Subliminal perception
4) Which of the following terms is used to describe a specific mix of human traits that may be
attributed to a particular brand? a. brand personality b. brand perception c. brand equity d. brand loyalty
5) 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. belief c. society d. culture Chap 6
1) ________ consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers. a. Positioning b. Market targeting c. Differentiation d. Mass marketing
2) Companies are likely to gain ________ through speedy, convenient, or careful delivery of products. a. services differentiation b. people differentiation c. price differentiation d. channel differentiation
3) Marketing the same product to a huge customer base without any customization is referred to as ________. a. local marketing b. niche marketing c. mass marketing d. differentiated marketing.
4) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time
users, and regular users of a product. This method of segmentation is called ________. a. benefit segmentation b. usage rate segmentation c. user status segmentation d. behavioral segmentation
5) Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet
owners' gender, occupation, income, and family life cycle. In this case, which of the following
variables has the company used for market segmentation? a. psychographic b. benefit c. demographic d. geographic