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 C. corporate level.
It deals with adapting the firm to take advantage of changing marketing D. 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 (thâm nhập thị trg) 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 B.
way 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
(định hướng thị trường) 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. A. Test marketing B. Marketing research C. Integrated marketing D. Commercialization
According to the five-step model of the marketing process, the first step in marketing is A.
Capturing value from customers to create profits and customer equity B.
Constructing an integrated marketing program that delivers superior value
Engaging customers, building profitable relationships, and creating customer C. delight D.
Understanding the marketplace and customer needs and wants
The two dimensions the BCG approach uses to evaluate and manage SBUs are ________. A.
Market growth rate and relative market share B.
Market growth rate and market penetration C.
Market growth rate and market development D.
Relative market share and product development
Kevin Pinker is a freelance computer programmer who writes computer algorithms
for companies such as SoftStar and BlueHill. SoftStar and BlueHill use these
algorithms to make specific programs based on online market research. These
programs are then sold to the online retailer, Abundon, which then sells them to
individual consumers and businesses. Which of the following is a marketing intermediary in this chain? A. SoftStar B. BlueHill C. Abundon D. Kevin Pinker
Which of the following statements about buying centers is true?
The buying center is not a fixed and formally identified unit within a buying A. organization. B.
Roles in the buying center are specified in the organizational chart of a firm. C.
The CEO of an organization is always the decision maker in a buying center. D.
An individual's role in a buying center does not change with time.
________ are the form human needs take as they are shaped by culture and individual personality. A. Wants B. Necessities C. Services D. Benefits
Which of the following forces would marketers be MOST likely able to influence?
(Các nhà tiếp thị có khả năng tác động đến lực lượng nào sau đây nhất?) A. Geographic population shifts B. Core cultural values C. Media publics
(truyền thông đại chúng) D. Income distribution
Posh Collections introduced a new watch to appeal to upscale consumers. The company will
most likely use a(n) ________ strategy. A. Market-skimming pricing (lướt qua thị trường) B. Market-penetration pricing C. Optional-product pricing D. Allowance pricing
Which of the following is true of perceptual positioning maps?
They are used by marketers to divide a market into smaller groups with distinct A. characteristics.
They are used to analyze consumer perceptions of a brand relative to B. competing products.
They are used to divide buyers into groups based on their perceived income C. and age.
They are used by marketers to identify supplier and retailer perceptions of a D. product.
Argonaut Food Stores, a retail giant, hires better-skilled employees than its
competitors by employing strategic recruitment practices. It also conducts highly
specialized training programs for its employees. In this case, Argonaut has focused on
gaining a strong competitive advantage through ________ differentiation. A. Image B. People C. Services D. Product
Companies are likely to gain ________ through speedy, convenient, or careful delivery of products. A. Price differentiation B. Product differentiation C. Channel differentiation D. Services differentiation
14) ________ products are consumer products and services with unique
characteristics or brand identifications for which a significant group of
buyers is willing to make more effort than usual to purchase. A) Unsought B) Obsolete C) Intangible D) Convenience E) Specialty
Consumer products that the buyer either does not know about or knows
about but does not normally consider buying are referred to as ________ products. A) convenience
B) unsought (ít thông tin/kiến thức về sp-ko fai nhu yếu phẩm) C) specialty D) shopping E) industrial