CHAPTER 1

The principle “______________________________”recognizes that products follow a product life cycle

pattern of introduction, growth, maturity and decline and that customer expectations change, usually
becoming more demanding in the benefits they expect from a given product or service.

a.Only Compete in Markets Where You Can Establish a Competitive Advantage

b.Markets and Customers Are Constantly Changing

c.Customers Do Not Buy Products

d.Markets are heterogeneous

e.Marketing Is Too Important to Leave to the Marketing Department

Well-developed marketing resources (assets and capabilities), when deployed in the marketplace, can
lead to superior __________________. Satisfied and well-motivated staff, for example, can make a
significant contribution to creating satisfied and loyal customers and subsequently increased sales
volume and market share.

a.market performance

b.Product performance

c.Price premium

d.Competitive advantage

e.Cost-effective

The principle “___________________________________________” means that marketing is so central

to both survival and prosperity that it is far too important to leave only to the marketing department.

a.Markets are heterogeneous

b.Only Compete in Markets Where You Can Establish a Competitive Advantage

c.Customers Do Not Buy Products

d.Focus on the Customer

e.Marketing Is Too Important to Leave to the Marketing Department

Under ___________________ approach firms focus their activities on their existing products and
services and look for ways to encourage, or even persuade, customers to buy. What is remarkable
about this approach is that customers are not mentioned.

a.Customer-lead marketing

b.Production-based marketing

c.Societal marketing
d.Resource-based marketing

e.Product-push marketing

The role of marketing in the organization has three stages. the first stage involves Identifying and
communicating customer wants and needs throughout the organization. This involves conducting or
commissioning relevant customer research to uncover Who the customers are and What will give them
__________.

a.benefits

b.satisfaction

c.expectation

d.value

e.joy

There are two main processes of improvement. The first is through innovation, where a relatively large
step is taken at one point in time. such as the advent of digital television and radio, and the MP3 player.
The second approach to improvement is a more continuous process whereby smaller changes are made
but on an insistent basis. The Japanese call continuous improvement ‘_______________’ and see it as
an integral part of business life.

a.neizen

b.katzen

c.maizen

d.kaizen

e.laizen

In ____________________ approach firms base their marketing strategies on equal consideration of the
requirements of the market and their abilities to serve it. This approach takes a long-term view of
customer requirements in the context of other market considerations (such as competitor offerings
and strategies, and the realities of the supply chain), together with mapping out the assets,
competencies and skills of the organization to ensure they are leveraged to the full.

a.Resource-based marketing

b.Product-push marketing

c.Customer-lead marketing

d.Production-based marketing

e.Societal marketing

Doyle sees the role of marketing as driving ____________ through the optimum choice of markets and
target segments in which to operate, the creation of a differential, or competitive advantage in serving
those targets, and the development of an appropriate marketing mix for delivery.

a.Innovation creation

b.Image creation

c.value creation

d.Customer satisfaction

e.shareholder satisfaction

In the context of commercial organizations, a number of primary stakeholders can be identified. These
include shareholders and owners, managers, employees, customers, suppliers and the
________________in which they operate.

a.Natural environment

b.country

c.society

d.industry
e.Legal system

High levels of market orientation also lead to an emphasis on developing marketing __________ such as
company and brand reputation, market innovation ___________and the development of customer
relationship management (CRM) skills.

a.assets; capabilities

b.image; concept

c.strategy; breakthrough,

d.concept; image

e.capabilities; assets

In order to assess the _________________ level of an organization, the textbook recommend we should
evaluate them on such dimensions as customer orientation, competitor orientation, long-term
perspectives, interfunctional coordination, and organizational culture.

a.success

b.profitability

c.market orientation

d.service

e.operations

The role of marketing in the organization has three stages. The second stage involves deciding on the
___________________ to be adopted.

a.Value discipline

b.Marketing concept

c.Value proposition

d.competitive positioning

e.Brand concept

To cope with the changing marketing environment, strategic management needs to become increasingly
market-led. In taking a leading role in the development and the implementation of strategy the role of
marketing is threefold, Identification of customer requirements, deciding on the _____________ to be
adopted, and implementing the marketing strategy.

a.competitive positioning

b.Value proposition

c.Value discipline

d.Marketing concept
e.Brand concept

Under ___________________ approach organizations chase their customers at all costs. The goal is to
find what customers want and, whatever it is, give it to them. This approach can lead to a short-term
orientation resulting in trivial incremental product development efforts and

myopic research and development (R&D).

a.Production-based marketing

b.Customer-led marketing

c.Resource-based marketing

d.Societal marketing

e.Product-push marketing

______________ argues that marketing involves simultaneously building a customer orientation in an

organization (culture), developing value propositions and competitive positioning (strategy) and
developing detailed marketing action plans (tactics).

a.AMA (July 2013)

b.Ferrell and Lucas (1987)

c.Webster (1997)

d.Kotler et al. (1996) : The marketing concept holds that achieving organizational goals depends on
determining the needs and wants of target markets and delivering the desired satisfactions more
effectively and efficiently than competitors do

e.Felton (1959): is a corporate state of mind that exists on the integration and coordination of all the
marketing functions which, in turn, are melded with all other corporate functions, for the basic objective
of producing long-range profits

The role of marketing in the organization has three stages. involves marshalling all the relevant
organizational ______________ to plan and execute the delivery of customer satisfaction.

a.technology

b.resources

c.patents

d.assets

e.capabilities

CHAPTER 2
______________________ vests responsibility for all the marketing activities of a particular product in
one product manager. In diversified companies with many different products the system has the major
advantage of coordinating under one individual the entire mix of marketing activities, and hence making
it more likely that they will all pull in the same direction.

a.

Brand sales Management

b.

Functional organization

c.

Product (or brand) management

d.

Market organization

e.

Category management

As the marketing strategy is being executed an important role of the marketing department is to
monitor and ___________ the effort. Marketing managers, after all, have a vested and significant
interest in being able to justify and quantify the outcomes of their actions and expenditure

a.Speed up

b.enhance

c.control

d.coordinate

e.manage

Which answer is correct.The first type of advantage involves pursuing a ____________________

position in the industry. Under this strategy the company seeks to obtain a cost structure, significantly
below that of competitors while retaining products on the market that are in close proximity to
competitors’ offerings.

a.cost leadership

b.market leader

c.distinctive
d.niche

e.differentiation

__________________________ in the industry are those factors that are crucial to doing business. They
are identified through examining the differences between winners and losers, or leaders and also-rans in
the industry. They often represent the factors where the greatest leverage can be exerted, i.e. where
the most effect can be obtained for a given amount of effort.

a.

Key distinctive factors

b.

Key factors for success

c.

Cost-effective factors

d.

Key crucial factors

e.

Key advantageous factors

One of the disadvantages of differentiation is that If it is not based on distinctive marketing

_____________ it is possible that it will be imitated by competitors.

a.

resource

b.

assets

c.

capabilities

d.

value

e.

skills
A number of factors should be considered in choosing a market target. Broadly, they fall into two
categories: assessing ______________________and evaluating the company’s current or potential
strengths in serving that market.

a.

Market trends

b.

Marketing environment

c.

Market size

d.

Competitor’s strengths

e.

market attractiveness

A differential advantage can be created out of any of the company’s strengths, or distinctive
competencies relative to the competition. The essential factors in choosing how to create the advantage
are that it must be on a basis of _____________________ (e.g. lower prices, superior quality and better
service) and should be using a skill of the company that competitors will find hard to copy.

a.

Competitor’s disadvantage

b.

value to the customer

c.

Company’s assets

d.

Company’s resources

e.Company’s strengths

A company may go about improving the performance of its products or services by increasing sales
and/or by improving ____________.

a.

Market share

b.
culture

c.

profitability

d.

staff’s morale

e.

operation

At this level, market targets (both customers and competitors) are selected and/or identified. At the
same time the company’s differential advantage, or competitive edge, in serving the customer targets
better than the competition is defined. Taken together the identification of targets and the definition of
differential advantage constitute the creation of the __________________ of the organization and its
offerings.

a.

Mission

b.

Implementation

c.

Strategic fit

d.

core strategy

e.

Competitive positioning

For any strategy to be effective it needs to be well tuned both to the needs and requirements of
customers (the market conditions in which it is implemented) and to the ______________ and
capabilities of the organization seeking to implement it.

a.

Knowledge

b.

Talents

c.

Capital
d.

Personnel

e.

Resources

One of the disadvantages of cost leadership is that It is very risky where there is a high degree of
differentiation between competitive offerings. Differentiation creates _________ for purchase, which
cost leadership does not.

a.

ease

b.

pleasure

c.

time-saving

d.

convenience

e.

reasons

To increase ___________, a company may choose winning competitors’ customers, merging with (or
acquiring) competitors or entering into strategic alliances with competitors, suppliers and/or
distributors.

a.

conflict

b.

market share

c.

differentiation

d.

cost leadership

e.

productivity
The second approach to creating a competitive advantage is ______________________, i.e. creating
something that is seen as unique in the market. Under this strategy company strengths and skills are
used to differentiate the company’s offerings from those of its competitors along some criteria that are
valued by consumers

a.

niche

b.

differentiation

c.

cost leadership

d.

distinctive

e.

market leader

The _____________ of the organization is a statement of how it intends to achieve its objectives. It will
take advantage of the firm’s core competencies and bring them to realize KFS to achieve the corporate
objectives of the company.

a.

culture

b.

mission

c.

vision

d.

value

e.

core strategy

The establishment of an effective marketing strategy starts with a detailed, and creative,

assessment both of the company’s capabilities – its strengths and weaknesses relative to the

competition – and the opportunities and threats posed by the environment. On the basis of
this analysis the ______________________ of the company will be selected, identifying marketing
objectives and the broad focus for achieving them.

a.

Strategic fit

b.

Competitive positioning

c.

Mission

d.

core strategy

e.

Implementation

An effective mission statement needs to spell out the following: The strategic intent; _____________ of
the organization; The distinctive competencies of the organization; Market definition; competitive
positioning.

a.

Environment

b.

Stakeholders

c.

The values

d.

Products and services

e.

Resources

More than four decades ago Drucker (1973) identified seven types of businesses which still have
resonance today. ______________are products and services that may not yet be making a strong
financial contribution to the company, but that are in growth or otherwise attractive markets and are
expected to take over the breadwinning role in the future, when today’s breadwinners eventually fade.

a.

Tomorrow’s breadwinners
b.

Sleepers

c.

Today’s breadwinners

d.

Investments in managerial ego

e.

Developments

At the __________________ level a marketing organization capable of putting the strategy into practice
must be created. The design of the marketing organization can be crucial to the success of the strategy.
It is also concerned with establishing a mix of products, price, promotion and distribution that can
convey both the positioning and the products and services themselves to the target market. Finally,
methods of control must be designed to ensure that the strategy implementation is successful.

a.

core strategy

b.

Mission

c.

Competitive positioning

d.

Implementation

e.

resources

The concept of ______________________ focuses attention on the fact that there are only limited
periods during which the fit between the requirements of the market and the capabilities of the firm is
at an optimum.

a.

Golden periods

b.

Strategic opportunities

c.
Strategic windows

d.

Temporal advantages

e.

Strategic fit

One of the disadvantages of differentiation is that If it is not based on distinctive marketing

_____________ it is possible that it will be imitated by competitors.

a.

resources

b.

assets

c.

capabilities

d.

value
CHAPTER 3 (7/10: sai 3cau)

A _________ posture describes a position of a company with a competitive disadvantage in an attractive

industry and its financial strength is insufficient to balance the environmental instability it faces.

a.

defensive

b.

competitive

c.

Conservative

d.

Aggressive

e.

innovative

Recognizing that business has responsibilities not only to shareholders but also to other stakeholders
affected directly or indirectly by the business, some companies are measuring their performance
through the ‘Triple Bottom Line’ (TBL) of _________, __________ and ____________.

a.

People, Planet and Profit

b.

Protocol, Process, People

c.

Physical environment, People, Process

d.

Procedure, People, Process

e.

People, Planet, Process

A strategic group is composed of firms within an industry following similar _________ aimed at similar
customers or customer groups

a.

tactics
b.

positioning

c.

culture

d.

strategies

e.

Business model

To suggest that firms need to develop new strategies as times change, Jag Sheth (1997) proposed that
new strategic imperative is global positioning, including two dimensions, Global focus and
____________

a.

Competition focus

b. SAI

core-competencies focus

c.

Competitive advantage

d.

Domestic focus

e.

Focus on product portfolio

Consumer and business confidence are a factor of ____________environment.

a.

Legal

b.

Social

c.

Political and Economic

d.

Technology

e.

Political

A _________ posture describes a position of a company with a competitive advantage in an attractive

industry and its financial strength is over-sufficient to balance the environmental instability it faces.

a.

competitive

b.

Aggressive
c.

Conservative

d.

innovative

e.

defensive

In terms of new inventions, the technological environment has_________________.

a.

hindered new inventions

b.

Impacted negatively on the economy

c.

shortened commercialization times of new inventions.

d.

Generated fewer inventions than before

e.

lengthened commercialization times of new inventions.

SPACE analysis looks at industry strength and relates this to the competitive advantage and
_______________ of a company

a.

Marketing strength

b.

innovation strength

c.

Technological strength

d.

financial strength

e.

Human resources strength

To keep the company up to date with changes in its broader environment and the competitive
environment, Marketing should reflect major forces of change, such as: increasingly sophisticated
customers; the move to relationship marketing; the effects of Information technology (IT) on markets
and organizations; the development of the _______________.

a.

Climate change

b.

Social responsibility
c.

networked organizations

d.

Global organization

e.

Global marketing

A _________ posture describes a position of a company with a competitive disadvantage in an attractive

industry and its financial strength is over-sufficient to balance the environmental instability it faces.

a.

competitive

b.

innovative

c.

Aggressive

d.

Conservative

e.

defensive

Ansoff’s (1984) theory is that environmental turbulence is fundamental to understanding industries.

Two dimensions of environmental turbulence are: Marketing turbulence and ________________
turbulence.

a.

distribution
b.

competition

c.

customer

d.

society

e.

stakeholders

The Five Forces model of industry competition includes rivalry among existing companies; threat of new
entrants; bargaining power of buyers; and bargaining power of suppliers, and_____________.

a.

threats of substitutes

b.

Threats of social pressure groups

c.

Threats of local authorities

d.
Threats of new technology

e.

Threats of economic recession

The _______ quadrant represents markets where the opportunities for differentiation remain few yet
where potential size advantages remain great. This results in an industry where large economies of scale
can be achieved by a few dominant suppliers.

a.

Volume

b.

Specialized

c.

Stalemate

d.

Fragmented

e.

Advantageous

The social and cultural environment consist of following factors: Demographic change; ___________;
The Youth market; Changing lifestyles and living patterns, and multi-Ethnic societies.

a.

The Generation X market

b.

The community market

c.

The grey market

d.

The silver market

e.

The locational market

The strategic groups within an industry differ based on: the barriers to mobility within the industry;
_________________________; the geo-political boundaries; differences in technology, reliability and
safety standards.

a.

the degrees of alliance of companies

b.

the degrees of vertical integration of companies

c.

the degrees of coordination of companies

d.

the degrees of competition of companies

e.

the degrees of horizontal integration of companies

One of the most successful ways of countering a highly competitive environment is to differentiate your
offering from that of competitors, in a way that is of _____________

a.

value to customers

b.

value to employees

c.

Value to the management

d.

value to shareholders

e.

value to the firm

Porter’s Industry Evolution Model include three stages: emergence, transition to ___________, decline
a.

success

b.

development

c.

maturity

d.

boom

e.

growth

The product life-cycle (PLC) is an insightful tool in an industry’s competitive environment and market
dynamics, it includes he four phases: _________, _________, _________, and ____________.

a.

Launch, growth, maturity, decline.

b.

introduction, growth, maturity, decline.

c.
introduction, decline, growth, maturity.

d.

Pre-launch, launch, growth, decline

e.

introduction, maturity, growth, decline.

The __________ quadrant represents markets with few ways of achieving advantage and where the
potential size advantage is small. Companies in such a strategic group would therefore find trading like a
commodity market.

a.

Stalemate

b.

Specialized

c.

Fragmented

d.

Volume

e.
Advantageous

PEST is an acronym from ________; ___________; _____________; and__________.

Select one:
a.
Political; Economic; Culture and Legal, Technology

b.
Political; Economic; Social; Technology and Technique

c.
Political; Economic; Social; Technology

d.
Political; Economic; Social and legal; Technology

e.
Political; Economic; Social and community; Technology
Chapter 4
_____________techniques can be particularly useful where respondents are unable or unwilling to give
the types of information required.

Select one: E is correct?

a.
Experiment

b.
Survey

c.
In-depth interview

d.
Focus group

e.
Observation
The developments in expert systems and ______________ that enable not only the modelling of
marketing phenomena but also the decision-making processes of ‘experts’ promise to revolutionize
the whole field of decision support.

Select one:

a.
Social media
b.
Big data

c.
statistics

d.
blockchain

e.
artificial intelligence

The_____________ is the individual (or individuals) who initiates the search for a solution to the
customer’s problem.

Select one:

a.
User/consumer

b.
purchaser

c.
Decider

d.
Influencer

e.
initiator
A useful way to approach customer definition is to recognize five main roles that exist in many
purchasing situations. Five main roles of customer include: initiator, influencer, decider, purchaser
and _________________.

Select one:

a.
buyer

b.
seller

c.
person

d.
payer

e.
user/consumers
To establish causation, researcher often use _____________ methods

Select one:

a.
survey

b.
focus group

c.
in-depth interview

d.
experiment

e.
observation

The_______________ is the individual will actually make the decision as to which product or service to
purchase.

Select one:

a.
Decider

b.
User/consumer

c.
purchaser

d.
Influencer

e.
initiator
Four stages of a comprehensive marketing research project include: problem definition, exploratory
research, quantitative research and ________________.

Select one:

a.
analysis and evaluation

b.
analysis and interpretation

c.
evaluation and interpretation

d.
using charts and graphs
e.
storing in the database
Customer purchases, customer type, product, product line, sales territory, salesperson and detailed time
period are information can be collected from________________

Select one:

a.

Company records

b.

Tailor-made research

c.

Off-the-peg research

d.

Focus group

e.

Survey

In examining data through the use of statistical techniques the analyst may wish to test out the
_____________of the market he or she already has.
Select one:

a.

response

b.

Market size

c.

Market share

d.

growth

e.

model

A series of discussions between marketing research personnel and marketing decision makers are
necessary to ensure that the research project is tackling the correct issues is call _____________ phase

Select one:

a.

exploratory research
b.

quantitative research

c.

exploration

d.

problem definition

e.

Analysis and interpretation

While Marketing information system (MIS) placed emphasis on provision of information, primarily in the
form of facts and figures, _____________changes the emphasis to aiding decision making through the
provision of question-and-answer facilities.

Select one:

a.

Marketing Decision Support Systems (MDSS)

b.

Artificial Intelligence Support Systems (AISS)

c.

Business Decision Support Systems (BDSS)

d.

Management Decision Support Systems (MDSS)

e.

Market Decision Support Systems (MDSS)

To provide data for segmentation of markets, researchers will use ___________method

Select one:

a.

In-depth interview

b.

observation

c.

survey

d.

Focus group
e.

experiment

_____________ MDSS focus on data retrieval and simple analysis using statistical techniques

Select one:

a.

Information-oriented

b.

Market-oriented

c.

Data-oriented

d.

Model-oriented

e.

Customer-oriented

Information is organized within the company through the______________. This system may be formally
structured, physically consisting of several personnel and a variety of computer hardware and software.
Select one:

a.

Marketing information system (MIS)

b.

Marketing Decision Support Systems (MDSS)

c.

Enterprise Resource Program (ERP)

d.

Customer information system (CIS)

e.

Business information system (BIS)

______________ MDSS, on the other hand, focus on simulation and representation of aspects of the real
world.

Select one:
a.
Model-oriented

b.
Customer-oriented

c.
Information-oriented
 d.
Data-oriented

e.
Market-oriented
_______________ emphasizes on gaining understanding and depth in data that often cannot be
quantified, using small samples.

Select one:
a.
Tailor-made research

b.
Observation research

c.
Experiment research

d.
Qualitative research

e.
Quantitative research
The___________ is the individual who may have some influence on the purchase decision.

Select one:
a.
User/consumer

b.
initiator

c.
Decider

d.
Influencer

e.
purchaser
To establish causation, researcher often use _____________ methods

Select one:
a.
in-depth interview
 b.
experiment

c.
observation

d.
survey

e.
focus group
______________ Emphasizes on gaining quantifiable outputs using larger samples, more structured
research instruments (questionnaires and so on).

Select one:
a.
Qualitative research

b.
Experiment research

c.
Observation research

d.
Tailor-made research

e.
Quantitative research
The _______________ is the individual who actually hands over the cash in exchange for the product or
service

Select one:
a.
User/consumer

b.
initiator

c.
purchaser

d.
Influencer

e.
Decider
______________phase, researcher often identify information gaps and specify the need for further
research.

Select one:
a.
exploratory research

b.
problem definition

c.
exploration

d.
Analysis and interpretation

e.
quantitative research
CHAPTER 6:
A strong _________________ requires that corporate resources should be applied in the marketplace
and the competitive advantage must be built on the firm’s distinctive resources.
a. Marketing assets
b.corporate spirit
c.
corporate culture
d.
competitive position đúng
e.
strategic resource

The core processes that underpin _________________strategy include market sensing (of latent
customer needs), openness to new ideas, fast product development and launch, technology
integration and flexible manufacturing. Management and structure will probably be decentralized,
a.
premium positioning
b.
customer intimacy
c.
niche positioning
d.
product leadership
e.
operational Excellence

Where the firm’s resources are stronger than competitors’ ones, and at the same time those
resources are important in creating customer value, those resources are called ___________
a.
Crown jewels Đúng
b.
Achilles’ heels
c.
Black holes
d.
Hercules’s strength
e.
Sleepers

From marketing perspective ______________ help firms to identify market opportunities and
subsequently enter new businesses through the creation of new products and improved services.
a.
dynamic capabilities đúng
b.
dynamic assets
c.
corporate assets
d.
corporate capabilities
e.
marketing assets

_____________ marketing capabilities center on the firm’s ability to identify and capitalize on emerging
market opportunities. Adaptation implies doing things differently in response to external stimuli
a.
Absorptive
b.
Adaptive đúng
c.
Dynamic
d.
Evolutionary
e.
Innovative

Day (1994) proposed to distinguishing between two kinds of a company’s resources.

company_________ are the endowments a business has accumulated, such as those resulting from
investments in scale, plant, location and brand equity, Company __________ reflect the synergy
between these assets and enable them to be deployed to the company’s advantage.
a.
tangible; intangible
b.
capabilities; assets
c.
assets; capabilities đúng
d.
investments, capabilities
e.
fixed assets; variable assets

In the analysis of resources, therefore, the important question to always bear in mind is: Does this
resource contribute to the creation of a sustainable ______________ for the organization?

a.

competitive advantage (SCA) đúng

b.

key factors for success (KFS)

c.

Value change

d.

advantage

e.

Competitive edge

The ways in which resources can be protected from duplication-barriers to imitation-have been termed
_____________ as they serve to protect the organization from its competition, creating a competitive
barrier.

a.

Duplication-proof

b.
protection bars

c.

isolating mechanisms đúng

d.

defensive barrier

e.

Security mechanisms

_____________ assets are ones that are either tangible or intangible, valued by the customer or
potential customer. They often exist in the mind of the customer and they are essentially intangible in
nature.

a.

Alliance-based

b.

Intellectual

c.

Internal support

d.

Supply chain

e.

Customer-based đúng

_____________assets that a firm can gain externally. Although there are strategic risks involved, these
assets can be seen as one way of increasing a company’s pool of assets and capabilities without
incurring the expense and loss of time in developing them in-house.

a.

Customer-based

b.

Internal support

c.
Supply chain

d.

Alliance-based đúng

e.

Intellectual

While dynamic capabilities in general are the ability to create new resources in changing markets,
_______________capabilities are the ability to create new marketing resources to identify, respond to
and exploit change

a.

varying marketing

b.

changing marketing

c.

creative marketing

d.

dynamic marketing

e.

Innovating marketing

Finally, a firm’s resources that neither constitute a competitive advantage nor are important in customer
value creation could be termed ______________.

a.

Crown jewels

b.

Black holes đúng

c.

Sleepers

d.

Achilles’ heels
e.

Hercules’s strength

Managers need to take a long hard look at ___________ resources and assess the costs of maintaining
them. It could well be that some pruning, or downsizing, of such resources will free up the firm’s efforts.

a.

Crown jewels

b.

Achilles’ heels

c.

Hercules’s strength

d.

Black holes đúng

e.

Sleepers

_________________ are the resource endowments the organization has built or acquired over time.
These assets are valued by customers, rare or unique to the firm, inimitable, and non-substitutable.
They can form the basis of a competitive advantage

a.

Human resources

b.

Marketing assets đúng

c.

Total assets

d.

Inherited assets

e.

Strategic resources
_____________assets are ones that can be used to improve the organizational performance in the
marketplace

a.

Internal support

b.

Alliance-based

c.

Customer-based --

d.

Intellectual

e.

Supply chain

All marketing assets of a firm are of little value if they are not actively exploited in the marketplace. The
processes and practices that deploy marketing assets are _____________.

a.

marketing mix

b.

marketing practice

c.

marketing expertise

d.

marketing skills

e.

marketing capabilities đúng

A firm’s resource portfolio is called ___________Where competitors’ resources are stronger than the
firm, and at the same time those resources are important in customer value creation
a.

Crown jewels
b.

Black holes

c.

Sleepers

d.

Achilles’ heels đúng

e.

Hercules’s strength

The _________________has a number of key characteristics. First, they enable the provision of
competitively superior value to customers. Second, they are resistant to duplication by competitors.
Third, their value can be appropriated by the organization

a.

know-hows and lessons

b.

Assets and capabilities

c.

sustainable competitive advantage (SCA) đúng

d.

Key factors for success (KFSs)

_____________marketing capabilities are the processes that enable firms to recognize the value of new
information from the market and to assimilate it. These processes focus on knowledge acquisition and
assimilation.

a.

Dynamic

b.

Adaptive

c.

Evolutionary
d.

Innovative

e.

Absorptive đúng

f.

processes and practices

____________marketing capabilities are the firm’s ability to innovate and develop the next generation
of goods and services. It relies on multi-disciplinary inputs from marketing, R&D, finance, operations and
other functional disciplines

a.

Evolutionary

b.

Absorptive

c.

Dynamic

d.

Adaptive

e.

Innovative đúng

Chapter 7

Because of the presence of particularly large individual customers in many business markets
_____________ is often employed.

a.

usage-based segmentation

b.

Geography-based segmentation
c.

background-based segmentation

d.

attitude-based segmentation

e.

Benefit-based segmentation

Lifestyle segmentation is concerned with three main elements: customers’ activities,

interaction with others and ________________
a.
opinion

b.
socialization

c.
perception

d.
value

e.
preference
The most direct method of segmenting markets is on the basis of the _________ of the
consumers in those markets

Select one:

a.
behavior

b.
perception

c.
value

d.
lifestyle

e.
preference
Positioning is the act of designing the company’s offering and image so that they occupy
a meaningful and distinct competitive position in the target__________.
a.
customers’ minds

b.
customer

c.
Market space

d.
market

e.
competitors
The background customer characteristics can rarely explain brand choice behavior. They
are essentially descriptive in nature. They describe who the consumer is, but they do not
uncover the basic reasons ________ the consumer behaves as they do
a.
When
b.
why

c.
Where

d.
How

e.
What
_____________________means a segment should be measurable, accessible, substantial
and unique in its response to marketing stimuli.
a.
Strategic Segmentation Decision

b.
Testing the robustness of segments

c.
Implementation of Segmentation Strategies
d.
Principle of segmentation

e.
The methodology of market segmentation
In some circumstances customer benefit segmentation is unacceptable to people inside an
organization, because it is not how they understand the world. This is the problem of
__________.
a.
Operational systems

b.
Information and reporting

c.
Decision-making processes

d.
corporate culture

e.
Organization structure
There are a great many potential bases for segmentation in consumer and business
markets, Arguably the segmentation approach closest to extending the marketing concept
is _____________ segmentation originally suggested nearly 50 years ago by Haley
(1968)
a.
behavioral

b.
use/benefit

c.
Lifestyles

d.
Demographic

e.
Personality
Underlying requirements for market segmentation include: a. Customers must differ from
one another in some important respect; b. Segment targets can be identified by
____________ characteristics; c. Selected segments should be isolated from the
remainder of the market.
a.
psychographic
b.
measurable

c.
demographic

d.
behavioral

e.
geographic
What segmentation base does benefit-seeking characteristic (variable) belong to?
a.
Attitudinal

b.
Geographic

c.
Demographic
d.
Behavioral

e.
Psychographic
Segments formed on the basis of brand preference may be further described in terms of
customer demographic and _____________ characteristics to enable relevant media to be
selected for promotional purposes and a fuller picture of the chosen segments to be built.
a.
behavioral

b.
attitudinal

c.
geographic

d.
psychographic
e.
personality
Segmenting a market should commence by looking for different use/benefit segments
called first-order segmentation. Second-order segmentation is used to improve the ability
of the company to tailor the ____________ within a first-order segment
a.
marketing mix

b.
communication

c.
distribution

d.
price

e.
product
___________segmentation is related to management concerns for strategic intent and
corporate mission, based on product/service uses and customer benefits.
a.
Strategic
b.
Dynamic

c.
managerial

d.
tactical

e.
Competitive
One way of describing the firm’s competitive positioning is the concept of the
______________ – the promise made to customers that encapsulates the position we wish
to take compared with competitors
a.
positioning statement

b.
market offering

c.
competitive edge

d.
value proposition

e.
competitive advantage

_________________defined Market segmentation as adjusting market offerings in

various ways to more closely meet the requirements of different customers.

a.
Smith (1956)

b.
Baker (1992)

c.
Piercy (1998)

d.
Kotler (1980)
e.
Hooley (1970)
To choose an effective competitive differentiation, a firm need to ensure that chosen
difference should be important, distinctive, ___________, communicable, affordable and
profitable.
a.
superior

b.
persuasive

c.
emotional

d.
sophisticated

e.
inimitable
Among different bases for segmentation, the most often used characteristics are
_________________ and demographics/socio-economics, primarily because of the ease
of obtaining this sort of data from secondary sources
a.
Perception and preferences

b.
geographic

c.
product and brand usage

d.
Lifestyles and values

e.
Benefit-seeking
The ACORN segmentation system is based on population census data and classifies
residential neighborhoods into 36 types within 12 main groups. The groupings reflect
neighborhoods with similar characteristics. This method is based on __________base.
a.
Geo-psychographic

b.
Lifestyles and values
c.
Behavioral-demographic

d.
Geo-demographic

e.
Psycho-demographic
Segmentation enables the marketer to match the product or service more closely to the
needs of the target market. In this way a stronger competitive _________ can be built
a.
value

b.
strength

c.
position

d.
offering

e.
benefit
Background characteristics do not change from one purchase situation to another. They
can be classified along two main dimensions. Personality inventories is the result of
___________ and ___________dimensions
a.
marketing specific; subjective measures

b.
non-marketing specific; objective measures

c.
marketing specific; objective measures

d.
non-marketing specific; subjective measures

e.
Attitudinal; behavioral
CHAPTER 8
In the _____________technique, the interviewer/group moderator assumes the role of an
alien recently landed from space and asks members of the group to explain a particular
product and how it is used.
a.
Mixed approach

b.
Role-play

c.
The Friendly Martian

d.
Projective techniques

e.
The brand or company as animal or person

In the __________ approach, the segmentation scheme is known in advance and the
number of segments predetermined by the scheme chosen. By its very nature, it uses
socio-economic or geodemographic variables that are in the public domain and hence
also available to competitors.
a.aaaaaaaaa
priori

b.
empirical

c.
positivistic

d.
clustering

e.
post-hoc

In the ______________method, the respondents are asked to name a person or an animal

that embodies their view of the product or company under study.
a.
Projective techniques

b.bbbb
The brand or company as animal or person
c.
The Friendly Martian

d.
Role-play

e.
Mixed approach

Advertising and market research agencies such as UK ACORN (using geographic and
Demographic variables); US MOSAIC (using lifestyle variables); US VALS (using
Psychographic and demographic variables) are example of __________-variable methods
a.
simultaneous

b.
conjoint

c.
mixed
d.ddddd
multiple

e.
single
As segmentation and positioning strategies are implemented, they inevitably change the
pattern of the market and customer perceptions, wants and needs. ___________ of
segmentation schemes for stability or change over time is essential in rapidly changing
markets.
a.
Validating

b.
Testing

c.ccccc
Tracking

d.
Checking

e.
Analyzing
After using cluster analysis to segment a market, researcher often use ______________
for cross-validation.
a.
conjoint analysis

b.bbb
Discriminant analysis

c.
Multi-dimensional scaling

d.
Multiple regression

e.
cluster analysis

All the __________segmentation approaches are in the public domain and hence, even
where they do offer reliable segmentation schemes of a market, they will rarely offer the
marketer any originality in viewing it.
a.aaaaaa
priori
b.
superior

c.
quantitative

d.
post-hoc

e.
qualitative
_________________is a research method in which respondents are asked for associations
with a particular stimulus. They may, for example, be asked what words, or values, or
lifestyles, they associate with a BMW car. The words elicited can then be further
explored through discussions and other techniques
a.aaa
Association technique

b.
Cartoon and story completion

c.
Animatics
d.
Concept board

e.
Visual product mapping

Single-variable segmentation is based on demographic or socio-economic characteristics.

For example, products such as toys, nappies, incontinence pads are often segmented on
______________variable.
a.
occupation

b.
lifestyle

c.ccccc
sex

d.
income
e.
age
______________ research approaches are semi-structured techniques aimed at gaining a
more in-depth understanding of how respondents view aspects of the markets and
products or service around them. They include focus groups and depth interviews
a.
Mixed

b.
Quantitative

c.ccc
Qualitative

d.
Post-hoc

e.
Priori
While ___________approaches to image research often focus on the core object (brand,
product, company, etc.) in isolation, the ____________ approaches typically consider
positioning relative to the positioning of major competitors and relative to the desires,
wants and needs of target customer segments.
a.
single variable; multiple variable

b.bbb
qualitative; quantitative

c.
quantitative; qualitative

d.
post-hoc; priori

e.
priori; post-hoc
In the ____________method, drawings of key frames from a commercial with ‘bubble’
speech. Respondents are then asked for their reactions and helped to describe the feelings
they have towards the items being advertised.
a.
Association technique

b.
Concept board
c.
Cartoon and story completion

d.
Visual product mapping

e.eee
Animatics
Unlike the ________ approach for segmenting markets, the ___________ approach does
not commence with a preconception of market structure. The analysis is undertaken with
a view to uncovering naturally existing segments rather than shoehorning customers into
predefined categories.
a.
quantitative; qualitative

b.
post-hoc; priori

c.
single variable; multiple variable
d.
qualitative; quantitative

e.eee
priori; post-hoc
When customer needs and wants in a particular market are essentially homogeneous, and
the costs associated with pursuing individual market segments with tailored marketing
programs outweigh their longer-term economic value. Then a marketer should
___________the market
a.
not target

b.
target

c.
position

d.ddd
not segment

e.
segment
Once the data on which the segments are to be based have been collected, they need to be
analyzed to identify any naturally occurring groups or clusters. Generically, the
techniques used to identify these groups are called___________.
a.
Multiple regression

b.
Multi-dimensional scaling

c.
Discriminant analysis

d.
conjoint analysis

e.eee
cluster analysis

In the ___________ approach, the final segmentation scheme is not known in advance,
nor is the appropriate number of segments. The segmentation scheme emerging is likely
to be unique to the specific analysis, identifying new opportunities not necessarily seen
by competitors.
a.
priori
b.bbb
post-hoc

c.
clustering

d.
positivistic

e.
empirical
The data required for segmentation studies can be broken down into two parts: 1. The
data are analyzed to form the segments such as usage rate, benefits sought, shopping
behavior, media usage, etc. 2. The data are used to help describe the segments once they
are formed such as __________ and socio-economic data.
a.
psychographic

b.
behavioral
c.
motivational

d.
attitudinal

e.eee
demographic
In the __________technique, the respondent is asked to assume the role or behavior of
another person, or of an object under research.
a.
The brand or company as animal or person

b.
The Friendly Martian

c.
Projective techniques

d.
Mixed approach
e.eee
Role-play

The essence of ______________method is that they seek to look at a number of

dimensions simultaneously, rather than separately, in an attempt to reflect more closely
the way in which customers view the market
a.aaaa
Multi-dimensional

b.
Discriminant

c.
Time series

d.
clustering

e.
regression

When customer needs and wants in a particular market are essentially homogeneous, and
the costs associated with pursuing individual market segments with tailored marketing
programs outweigh their longer-term economic value. Then a marketer should
___________the market
a.
not target

b.
target

c.
position

d.dđ
not segment

e.
segment
Under Attribute Profiling Methods, the dimensions that respondents use to differentiate
and choose between alternative offerings are included in a survey and presented as
___________ scales for respondents to give their views on.
a.
ordinal

b.
interval

c.
nominal

d.
ratio

e.
semantic
Chương 10+11
https://docs.google.com/document/d/
1kwHLBmvGeVaat8fShmTCjl0lzSkBaQj04mTB_ay5Jow/edit?hl=vi