Trắc nghiệm marketing | Học viện Báo chí và Tuyên truyền

Chapter 1 Marketing: Managing Profitable Customer Relationships
1) All of the following are accurate descriptions of modern marketing EXCEPT which one?
A) Marketing is the creation of value for customers.
B) Marketing is managing profitable customer relationships.
C) Selling and advertising are synonymous with marketing.
D) Marketing involves satisfying customers' needs.
E) Marketing is used by for-profit and not-for-profit organizations.
2) You have learned from this course that the most basic concept underlying marketing is that of ________. A) selling and advertising B) customer identification C) retaining customers D) human needs E) fulfilling consumer wants
3) ________ is defined as is the process by which companies create value for customers and
build strong customer relationships to capture value from customers in return. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating
4) You are preparing a combination of products, services, information, and experiences to a
market to satisfy needs and wants. What are you preparing? A) value proposition B) demand satisfaction C) tactical plan D) marketing offer E) strategy
5) According to the simple five-step model of the marketing process, a company needs to
________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct key components of a marketing program
6) ________ are human needs as shaped by individual personality and culture. A) Needs B) Wants C) Demands D) Values E) Exchanges
7) When backed by buying power, wants become ________. A) social needs B) demands C) physical needs 1 D) self-esteem needs E) exchanges
8) A(n) ________ is some combination of products, services, information, or experiences offered
to consumers to satisfy a need or want. A) market offering B) value proposition C) demand satisfaction D) need proposition E) evoked set
9) Which of the following refers to sellers being preoccupied with their own products and losing
sight of underlying consumer needs? A) selling myopia B) marketing management C) value proposition D) marketing myopia E) the product concept
10) Many sellers make the mistake of paying more attention to the specific products they offer
than to the benefits and experiences produced by these products. These sellers suffer from …... A) selling myopia B) marketing management C) marketing myopia D) value proposition E) the product concept
11) ________ is the act of obtaining a desired object from someone by offering something in return. A) Valuation B) Exchange C) Bribery D) Value creation E) Donation
12) A(n) ________ is the set of actual and potential buyers of a product. A) market B) audience C) group D) segment E) exchange 2
13) Consumer research, product development, communication, distribution, pricing, and service
are all core ________ activities. A) exchange B) marketing C) management D) production
E) customer relationship management
14) The art and science of choosing target markets and building profitable relationships with them is called ________. A) marketing management B) positioning C) segmentation D) selling E) differentiation
15) Selecting which segments of a population of customers to serve is called ________. A) market segmentation B) positioning C) customization D) target marketing
E) managing the marketing effort
16) Which of the following is the set of benefits a company promises to deliver to customers to satisfy their needs? A) a money-back guarantee B) low pricing C) customer service D) a value proposition E) an attribute
17) Which customer question is answered by a company's value proposition?
A) "Why should I buy your brand rather than a competitor's?"
B) "How does your brand benefit society?"
C) "What are the costs and benefits of your brand?"
D) "What kind of experience will I have with products and services associated with this brand?"
E) "What are the benefits of being a loyal consumer of your brand?"
18) Which of the following marketing management orientations focuses primarily on improving
efficiencies along the supply chain? A) production concept B) product concept C) selling concept D) marketing concept E) societal marketing concept 3
19) Which of the following marketing management concepts is most likely to lead to marketing myopia? A) customer-driven marketing B) customer-driving marketing C) societal marketing D) marketing E) product
20) According to the production concept, consumers will favor products that are ________ and ________.
A) satisfying; quality focused B) advertised; affordable
C) in high demand; hard to find D) segmented; convenient E) available; affordable
Principles of Marketing: An Asian Perspective (Kotler, Armstrong, Ang, Leong, Tan, Yau)
Chapter 3 The Marketing Environment
21) As a generational group, ________ may have more money but they are also likely to be careful with it. A) Baby Boomers B) Generation X C) the Millennials D) echo boomers E) seniors
22) The youngest of the baby boomers are now in their ________. A) late 20s B) mid-20s C) mid-40s D) early 50s E) early 60s
23) Which of the following descriptions most accurately characterizes the baby boomers?
A) They are increasingly likely to retire early.
B) They are a shrinking market for new housing and home remodeling.
C) They are past their peak earning and spending years.
D) They are likely to postpone retirement.
E) They are uninterested in adapting new technologies.
24) Which of the following descriptions most accurately characterizes Gen Xers?
A) There are more Gen Xers than Millennials.
B) They were the first generation of latchkey kids.
C) They are less educated than the boomers.
D) They are more interested in acquiring goods than having experiences.
E) They rarely research a product before purchasing it.
25) Which demographic group is also referred to as the echo boomers? A) Generation X B) Millennials 4 C) Generation Z D) baby boomers E) baby busters
26) Large tween and teen markets belong to which demographic group? A) Generation X B) Millennials C) baby busters D) baby boomers E) Generation Z
27) Which of the following descriptions most accurately characterizes Millennials?
A) They are children of baby boomers.
B) They are less ethnically diverse than Gen Xers.
C) They have reached their peak earning and spending years.
D) They were once labeled "the MTV generation."
E) They are less immersed in technology than Gen Xers are.
28) Which demographic group is characterized by a utter fluency and comfort with computers,
digital, and Internet technology? A) Generation X B) Millennials C) the elderly D) Generation Z E) baby boomers
29) The rising number of ______________ will increase the demand for quality products, books,
magazines, travel, personal computers, and Internet services. A) educated people
B) men staying at home with their children C) nontraditional households D) nonfamily households
E) women working outside of the home
30) The “Pink Dollar” is being courted in more conservative Asia where the gay and lesbian
community has the potential to be extremely ________ as customers. A) affluent B) fickle C) discerning D) thrifty E) loyal 5
31) In Singapore, many dating couples are putting off marriage. The ______________ does not seem to be a priority.
A) core belief of having children B) core belief of marriage
C) belief in dual-income families
D) belief in stay-at-home dads
E) secondary belief of having children
32) The ________ environment consists of factors that affect consumer purchasing power and spending patterns. A) social-cultural B) political-legal C) technological D) economic E) natural
33) Some countries have _________ economies, which constitute rich markets for many different kinds of goods. A) agricultural B) subsistence C) farming D) industrial E) natural
34) Marketers should pay attention to ______ distribution as well as _______ income. A) farming; average B) rural; average C) population; average D) income; average E) wealth; average
35) The _______ class must stick close to the basics of food, clothing, and shelter and must try hard to save. A) working B) affluent C) lower D) independent E) middle
36) Changes in major _________ variables such as income, cost of living, interest rates, and
savings and borrowing patterns have a large impact on the marketplace. A) demographic B) economic C) geographic D) psychographic E) cultural 6
37) The _______ environment involves natural resources that are needed as inputs by marketers,
or affected by marketing activities. A) demographic B) natural C) economic D) political E) technological
38) Because of increasing ________, consumers will demand higher quality products, books,
magazines, travel, personal computers, and Internet services.
A) numbers of non-traditional families B) family size C) numbers of educated people D) social class awareness E) ethnic diversity
39) Levi’s has Eco jeans made from organic cotton. The company supports ________________. A) social sustainability
B) environmental sustainability C) resource sustainability D) social class awareness E) new product development
40) At Singapore’s Changi Airport, recycling is encouraged with recycling points placed at
various locations within the airport. The company recognizes the link between a healthy ecology and a _________________. A) healthy environment B) waste management system C) healthy economy D) healthy recycling program
E) passenger friendly environment
Chapter 5 Consumer Markets and Consumer Buyer Behavior
41) Maslow’s theory is that human needs are arranged in a ________ from the most pressing at
the bottom to the least pressing at the top. A) social class B) culture C) perception D) hierarchy E) complex
42) Maslow's theory is that ________ can be arranged in a hierarchy. A) stimuli B) beliefs and attitudes C) perceptions D) human needs E) decisions
43) Which of the following is NOT part of Maslow's Hierarchy of Needs? A) physiological needs B) safety needs 7 C) stimulus needs D) self-actualization needs E) social needs
44) What is the LEAST pressing in Maslow's Hierarchy of Needs? A) physiological needs B) social needs C) esteem needs D) self-actualization needs E) safety needs
45) ________ is the process by which people select, organize, and interpret information to form
a meaningful picture of the world. A) Personality B) Perception C) Selective grouping D) Learning E) Self-actualization
46) People cannot focus on all of the stimuli that surround them each day. A person's tendency to
screen out most of the information to which he is exposed is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective perception
47) People tend to interpret new information in a way that will support what they already
believe. This is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective perception
48) People forget much that they learn. They tend to retain information that supports their
attitudes and beliefs. This is called ________. A) selective attention B) selective retention C) selective attitude D) selective distortion E) perceptual vigilance 8
49) People can form different perceptions of the same stimulus because of three perceptual
processes. All of the following name these processes EXCEPT ________. A) selective attention B) selective retention C) selective attitude D) selective distortion E) None of the above.
50) ________ describes changes in an individual's behavior arising from experience. A) Lifestyle B) Learning C) Perception D) Cognitive dissonance E) Attitude shift
51) Learning occurs through the interplay of all of the following EXCEPT ________. A) drives B) stimuli C) cues D) dissonance behavior E) reinforcement
52) ________ are minor stimuli that determine where, when, and how a person responds to an idea. A) Cues B) Drives C) Reinforcers D) Personalities E) Impulses
53) If a consumer's experience is rewarding, that consumer will probably use the product more
and more. The consumer's response to the product will be ________. A) cued B) variety-seeking C) reinforced D) dissonant E) motivated
54) Applying ________, marketers can affect demand for a product by associating it with strong
drives, using motivating cues, and providing positive reinforcement. A) subliminal advertising B) social classes C) learning theory D) need recognition E) cognitive dissonance 9
55) A(n) ________ is a descriptive thought that a person has about something. A) lifestyle B) motive C) belief D) attitude E) perception
56) A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A) lifestyle B) motive C) belief D) attitude E) perception
57) When consumers are highly involved with the purchase of an expensive product and they
perceive significant differences among brands, they most likely will undertake ________. A) habitual buying behavior B) complex buying behavior C) reflective buying behavior
D) dissonance-reducing buying behavior
E) variety-seeking buying behavior
58) When consumers are highly involved with the purchase of an expensive, infrequent, or risky
purchase but see little difference among brands, they most likely will undertake ________. A) habitual buying behavior B) complex buying behavior C) reflective buying behavior
D) dissonance-reducing buying behavior
E) variety-seeking buying behavior
59) When customers have a low involvement in a purchase but perceive significant brand
differences, they will most likely engage in ________. A) complex buying behavior
B) dissonance-reducing buying behavior C) habitual buying behavior
D) variety-seeking buying behavior
E) brand conviction buying behavior
60) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? A) need recognition B) information search
C) variety-seeking buying behavior D) purchase decision E) post-purchase behavior
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers
61) A company or market offer can be differentiated along the lines of product, image, services, 10 channels, or ________. A) labeling B) packaging C) people D) customer service E) reputation
62) Which type of differentiation is used to gain competitive advantage through the way a firm
designs its distribution coverage, expertise, and performance? A) services differentiation B) channel differentiation C) people differentiation D) product differentiation E) price differentiation
63) When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation. A) image B) people C) company D) reputation E) subliminal
64) Volvo consistently promotes its safety. This serves as its ______________. A) unique selling product B) unique services practice C) unique sales pitch D) unique selling proposition E) unique strategic practice
65) A brand difference is worth establishing and promoting to the extent that it satisfies all of the
criteria below EXCEPT which one? A) important B) distinctive C) divisible D) affordable E) noticeable
66) You have just created the "perfect" ad. It communicates the full mix of benefits upon which
the brand is differentiated and positioned. This full positioning of the brand is called ________. A) value proposition B) target marketing
C) capturing the consumers' attention D) value profiling E) differentiated marketing
67) The answer to the customer's question "Why should I buy your brand?" is found in the ….. A) quality image B) customer services C) value proposition D) differentiation
E) pricing and promotion structure 11
68) What competitive positioning can attack a more-for-more strategy by introducing a brand
offering with comparable quality at a lower price? A) more for the same B) more for less C) same for less D) less for much less E) all or nothing
69) Which positioning strategy offers consumers a "good deal" by offering equivalent-quality
products or services at a lower price? A) more for the same B) more for less C) same for less D) less for much less E) all or nothing
70) "Less for much less" positioning involves meeting consumers' ________.
A) quality performance requirements at a lower price
B) lower quality requirements in exchange for a lower price
C) lower quality requirements at the lowest possible price
D) high quality requirements at a discounted rate
E) high quality requirements at the lower possible price
71) At times everyone needs a product with less quality or performance with a correspondingly
lower price. In this case a consumer would purchase a product positioned with a ________ strategy. A) more for the same B) more for less C) same for less D) less for much less E) all or nothing
72) Which difficult to sustain positioning strategy attempts to deliver the "best of both"? A) more for the same B) more for less C) same for less D) less for much less E) all or nothing 12
73) When it first opened for business, Home 4 Less claimed to offer better products at lower
prices. This difficult to sustain value proposition is called ________. A) more for the same B) more for less C) same for less D) less for much less E) all or nothing
74) Which type of statement first indicates the product's membership in a category and then
shows its point of difference from other members of the category? A) mission statement B) vision statement C) differentiation statement D) positioning statement E) statement of intent
75) What is the following an example of? “To busy, mobile people who need to always be in the
loop, the iPad is a multi-touch screen wireless connectivity solution that provides the best way to
experience the Web, email, photos, and videos with just the touch of a finger.” A) positioning statement B) service differentiation C) concentrated segmentation D) competitive advantage
E) irresponsible target marketing
76) When marketers at P&G selected the Millennials, a demographic that includes university
students, for their Febreze line of products, they were executing which step in the process of
designing a customer-driven marketing strategy? A) market segmenting B) mass marketing C) differentiation D) targeting E) positioning
77) When Pacific Fisheries Pte Ltd groups its customers by regions such as Asia, Australia, or
New Zealand, it is using which segmenting base? A) economic factors
B) political and legal factors C) geographic location D) benefits sought E) demographics
78) When Burger King targets children, teens, adults, and seniors with different ads and media, it
is practicing ________ segmentation. A) user status B) age and life-cycle C) psychographic D) behavioral E) lifestyle
79) Charles & Keith, a fashion footwear boutique from Singapore, markets itself as not only a
fashion specialist but also a provider of a new lifestyle. This is an example of ________. A) psychographic segmentation 13 B) demographic segmentation C) occasion segmentation D) intermarket segmentation E) A and D
80) When Honda appeals to the rebellious, independent kid in all of us in its advertisements, it is
using ___________ segmentation. A) user status B) usage rate C) benefit D) behavioral E) psychographic
Chapter 8 Products, Services, and Branding Strategy
81) ____________ means that the service firm must orient and motivate its customer-contact
employees and supporting service people to work as a team to provide customer satisfaction. A) personal marketing B) Internal marketing C) product quality D) product line E) social marketing
82) "I love Singapore" is an example of ________.
A) corporate image advertising B) person marketing C) organization marketing D) social advertising E) place marketing
83) The Singapore government has developed dozens of ________ marketing campaigns,
including classics such as “Keep Singapore Clean, Green, and Mosquito Free,” “Have Three or
More (Children) If You Can Afford It.” A) social B) brand equity C) service D) product line E) place
84) To achieve their social change objectives, social marketing programs ________.
A) utilize only the promotional P of the marketing mix
B) utilize only the promotional and product Ps of the marketing mix
C) work to influence individuals' behavior to improve their well-being
D) utilize all of the Ps in the marketing mix E) A and C
85) Head & Shoulders began to market shampoo for normal hair. In an attempt to increase
profits and use excess market capacity, Head & Shoulders then marketed shampoo for oily hair
and color-treated hair. This is an example of ________. A) line filling B) social marketing C) a shopping product 14 D) an unsought product E) people marketing
86) Which of the following is/are examples of product line length? A) hamburger and cheeseburger B) hamburger and apple pie C) Coke and Diet Coke D) A and C E) all of the above
87) Sri Nada Barber's customers have noticed that the quality of a haircut depends on who
provides it as well as when, where, and how it is provided. What have the customers noticed? A) service intangibility B) service inseparability C) service variability D) service perishability E) service distinction
88) The impossibility of a barber storing haircuts for later sale is an example of which of the following? A) service intangibility B) service inseparability C) service variability D) service perishability E) low-context services
89) StoreHUB rents storage space to college students who go home for the holidays but do not
want to haul all of their property home and back. The business is profitable during the holiday
months, but when the storage space is unoccupied in the off-season, StoreHUB is losing money.
What characteristic of service is most likely the source of StoreHUB 's problem? A) intangibility B) perishability C) personalization D) variability E) inseparability
90) Gina's Nail Salon is serious about pleasing its customers. Employees are trained to
immediately and pleasantly respond to any customer complaints, and they are empowered to
offer discounts and free add-ons to customers who believe they have received anything less than
the best service. Gina's Nail Salon focuses on ________. A) differentiating its offer B) good service recovery C) internal marketing D) image marketing E) productivity
91) Chicken of the Sea brand tuna sells more than the same size Dolphin brand tuna, even though
the Dolphin tuna costs $0.15 less per can. Chicken of the Sea has brand ________. A) extension B) equity C) specialty D) service E) endurance
92) A manager of a Holiday Inn said, "We have power and value in the market and people are 15
willing to pay for it." This manager is referring to ________. A) social marketing B) specialty products C) brand equity D) line filling E) product length
93) Watsons’ products are an example of a(n) ________. A) organizational brand B) support brand C) private brand D) sponsorship brand E) manufacturer's brand
94) An apparel marketer is planning to launch an existing brand name into a new product
category. Which brand development strategy is being implemented? A) line extension B) brand extension C) multibranding D) new brands E) rebranding
95) The strongest brands go beyond attribute or benefit positioning. They are positioned on strong __________________. A) attributes B) benefits C) variation D) selection E) beliefs and values
96) To reduce problems associated with the intangibility of the services offered by a restaurant,
the restaurant owner would be most likely to do which of the following?
A) lower entree prices between 4 p.m. and 6 p.m.
B) provide clean tablecloths and cloth napkins for each new customer
C) empower employees to handle customer complaints
D) offer a service guarantee to ensure customers that food quality will be consistent
E) offer regular employee workshops focusing on customer service 16
97) To reduce uncertainty, buyers look for “_______” of service quality. They draw conclusions
about quality from the place, people, price, equipment, and communications that they can see. A) features B) proof C) specifics D) signals E) standards
98) Which of the following is an advantage offered by co-branding?
A) Manufacturers do not have to invest in creating their own brand names.
B) Retailers have exclusive products that cannot be purchased from competitors.
C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
D) Advertising, sales, promotion, and marketing must be carefully coordinated.
E) Brand equity is stabilized.
99) A company has four choices when it comes to developing brands. What is NOT one of those choices? A) line extension B) brand extension C) multi-brands D) width and depth extension E) new brands
100) ________ occurs when a company introduces additional items in a given product category
under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. A) A line extension B) A brand extension C) Interactive marketing D) Service variability E) Service intangibility
Chapter 9 New-Product Development and Product Life-Cycle Strategies
1) Which of the following is NOT a challenge presented by the product life cycle that a firm must face?
A) All products eventually decline.
B) Changing tastes, technologies, and competition affect the marketing of the product as it passes through life-cycle stages.
C) A firm must be good at developing new products to replace aging ones.
D) A firm must be good at adapting its marketing strategies.
E) It is difficult to plot the stages as a product goes through them.
2) What are the two ways that a company can obtain new products?
A) line extension and brand management
B) internal development and brand management
C) new-product development and acquisition
D) service development and product extension
E) market mix modification and research and development
3) Product improvements, product modifications, and original products can all be classified as ________. A) pioneer products 17 B) new products C) product strategies D) product extensions E) test products
4) Which of the following is NOT a potential reason for a new product to fail?
A) an underestimated market size B) a poorly designed product
C) an incorrectly positioned product
D) higher than anticipated costs of product development E) ineffective advertising
5) Your firm added three new products earlier this year to increase variety for customers. Two of
them failed to reach even minimal sales. Which of the following is LEAST likely to have been the cause of their failure?
A) The products were priced too high.
B) The products were advertised incorrectly.
C) Competitors fought back harder than expected.
D) Research was too extensive.
E) The product launch was ill-timed.
6) New-product development starts with ________. A) idea generation B) idea screening C) concept development D) concept testing E) test marketing
7) Executives, manufacturing employees, and salespeople are all examples of ________.
A) external sources for new-product ideas
B) internal sources for new-product ideas
C) core members of innovation management systems
D) research and development team members E) test marketers
8) Your company decides to use only internal sources for developing new-product ideas. Which
of the following would NOT be consulted?
A) executives and professionals B) company records and data C) intrapreneurial programs D) suppliers E) salespeople 18
9) Which of the following is NOT a recommended method for companies to tap into their
customers as sources for new-product ideas?
A) analyzing customer complaints and questions
B) relying heavily on customers to know what types of technical products they need
C) working alongside customers to get ideas and suggestions
D) turning customers into cocreators
E) putting customer-created products on the market
10) Your firm asks you to consult external sources for new-product ideas. All of the following
are common external sources EXCEPT ________. A) customers B) suppliers C) competitors D) trade shows and magazines E) the firm's executives
11) Which of the following is the practice of inviting broad communities of customers,
employees, independent researchers, and members of the public into the new-product innovation process? A) brainstorming B) idea screening C) crowdsourcing D) outsourcing E) concept testing
12) The purpose of idea generation is to create a ________ number of ideas. The purpose of
succeeding stages is to ________ that number. A) small number; reduce B) small number; increase C) large number; increase D) large number; reduce E) limited number; sustain
13) The owners of Noel Gifts have just brainstormed a large number of ideas for adding new
products and services after visiting several buying fairs. The owners will begin the first idea-
reducing stage, called ________, to arrive at a realistic number to adopt. A) business analysis B) idea generation C) concept testing D) idea screening E) concept development
14) Which of the following is most likely to be included in an executive's write up of a new-
product idea to be presented to a new-product committee?
A) the customer value proposition B) the product image C) the marketing strategy D) the business analysis E) the planned market rollout
15) A detailed version of a new idea stated in meaningful customer terms is called a ________. A) product idea B) product concept 19 C) product image D) product proposal E) product movement
16) A ________ is the way consumers perceive an actual or potential product. A) product idea B) product concept C) product image D) test market E) concept test
17) An attractive idea must be developed into a ________. A) product idea B) product concept C) screened product D) test market E) product strategy
18) ________ calls for testing new-product concepts with groups of target consumers. A) Concept development B) Concept testing C) Idea generation D) Idea screening E) Test marketing
19) In the concept testing stage of new-product development, a product concept in ________
form is presented to groups of target consumers. A) physical or symbolic B) experiential C) final D) market-tested E) commercial
20) With what groups do firms conduct concept testing for new products? A) suppliers B) employees C) target consumers D) manufacturers E) competitors 20