HOC VIEN NGAN HANG DE THI KET THUC HOC PHAN
KHOA QUAN TRI KINH DOANH MARKETING - MKT21A
De thi so: 03
Th&igian lam bai: 90phut
Ap dung cho khod/he/lap: Dai hoc chinh quy
Ca thi: LNgay thi: lAl A[ Ngay duyet de:
Dai dien Phong TTKT: Nguai duypt de
Phan 1: Trac nghiem (3 diem)
Doi vfri moi cau hoi hay lua chpn 1 phuang In dung:
1.Clu nlo sau dly la dung khi noi ve mfri truang Marketing?
A.Khi xly dung chien luge Marketing doanh nghiep cfr the dua vao clc kinh nghiem trien khai
trong qul khu ml khfrng nhlt thiet phai thuc hien phln tich mfri truang Marketing.
B.Mfri truang Marketing vi mfr la mfri truang ben ngoai doanh nghiep con mfri truang Marketing
vi mfr la mfri truang ben trong doanh nghiep.
C.Doanh nghiep cfr the thay dfri va kiem solt clc yeu tfr cua mfri truang Marketing vT mfr
D.Qul trinh dfr thi hoa cfr the tao ra clc ca hfri vl thich thuc cho hoat dfrng Marketing cua clc
doanh nghiep
2....la nguai thay mat cho nguai bin hole nguai mua de thuc hien clc giao djch vfri khlch hang.
Hg nhln dugc mgt khoan hoa hfrng hole thu lao do ben su dung tri theo hgp dfrng da ky ket, hg cfr
the dai dien cho mgt hole nhieu cong ty khlc nhau nhung khfrng la dfri thu canh tranh true tiep cua
nhau:
A.Nguai mfri giai
B.Dai ly
C.Cong ty van chuyen
D.A hole B
3.Clu nao sau dly la dung khi nfri ve qul trinh ra quyet dinh mua cua nguai tieu dung?
A.Hinh vi tim kiem thfrng tin ve sin phlm cua mpi nguai tieu dung II gifrng nhau.
B.Sau khi dinh gil clc phuang In, nguai tieu dung se tien hinh mua sin phlm ngay lap tuc
C.Qul trinh ra quyet dinh mua cua ngufri tieu dung se xult hen mot sfr yeu tfr kim ham
D.Qul trinh mua cua ngufri tieu dung lufrn dien ra tuln tu vl dly du theo clc bufrc: y thuc nhu
clu, tim kiem thfrng tin, danh gil phuang In, quyet djnh mua vl hinh vi sau mua
4....II tap hgp clc ngufrn thfrng tin vl clc phuang phlp thu thlp thfrng tin thufrng ngly ve clc su
kien tu mfri trufrng kinh doanh cua cfrng ty.
A.He thfrng thfrng tin Marketing
B.He thfrng phln tich thfrng tin Marketing
C.He thfrng thu thap thfrng tin Marketing ben ngoli
D.He thong nghien cuu Marketing
5.Mgt trong nhung yeu clu cua viec phln doan thi trufrng II tieu chi "du lfrn"? Y nghTa ciia tieu
chi nly II gi?
A.Phln doan cln phai dim bio quy mfr vl sue mua
B.Clc doan thj trufrng dftu phii cfr nhirng khlch hlng cfr thu nhap cao
C.Phln doan cln cfr quy mfr du Ion de cfr thft cfr mot sfr lugng khlch hlng dam bio kha nang sinh
Ifri
D.Doanh nghiep cln cfr du ngufrn luc dft phuc vu mot hole mot vii doan thi trufrng
6.Clc muc tiftu ciia qulng clo ca bin bao gom: Gifri thiftu, thuyftt phuc vl...
A.Thfrng tin
B.Truyftn thfrng
C.Tiftu thu
D.Nhlc nhfr
7.Clu nlo II diing khi noi vft clc phuang In lua chgn thi trufrng muc tiftu:
A.Uu diftm ciia phuang In "chuyftn mfrn hoa san pham" II doanh nghiep cfr thft phuc vu tfrt nhu
clu ciia mot nhfrm khlch hlng bang mot he thfrng clc san pham ciia minh
B.Khi doanh nghiep lua chgn phuang In lira chon thj trufrng muc tiftu "bao phii toln bfr thi
trufrng" cfr nghTa II trufrc dfr doanh nghiep khfrng cln tiftn hinh phln doan thi trufrng
C.Phuang In "chuyftn mfrn hoa chgn lgc" phu hgp vfri clc doanh nghiep bi han chft vft vfrn
D.Phuang In lua chgn thi trufrng muc tiftu "chuyftn mfrn hfra thi trufrng" se giiip doanh nghiep dft
ding tao dung danh tiftng ciia minh cho mot nhfrm khlch hlng
8....tap hgp tit ca clc chiing loai san phlm ml doanh nghiep chlo bio trftn thi trufrng
A.Chiing loai sin phlm
B.Nhfrm sin phlm
C.Danh muc sin phlm
D.Mat do sin phlm
9.Clu nlo sau dly II diing?
A.Thfrng tin ciia hoat dfrng PR kho kiftm solt han thfrng tin ciia hoat dfrng qulng clo
B.Qulng clo II hoat dfrng truyftn thfrng Ip dung dugc cho ca cl nhln vl tfr chuc
C.Thfrng tin ciia PR mang tinh thuang mai
D.Khi sir dung cfrng cu PR, doanh nghiep thufrng truyen tai thfrng tin mfrt each hai hufrc
10.Cfrng ty Z kinh doanh dich vu biftu diftn nhac nufrc vl gil vft cho mfrt bufri biftu diftn vlo cufti
tuln cao han so vfri clc ngly trong tuln. Vay cfrng ty Z dang Ip dung chinh slch gil nlo?
A.Chinh slch gil khuyftn mli
B.Chinh slch gil trpn gfri
C.Chiftt gil
D.Chinh slch gil phln biftt
11.Dai dich covid-19 da tao ra clc tic dfrng khfrng nhfr tfri hoat dfrng kinh doanh cua clc doanh
nghiep trong thfri gian qua. Dai dich covid-19 thuftc yftu tfr nlo trong mfri trufrng marketing cua
doanh nghiep?
A.Yftu tfr kinh tft
B.Yftu to khoa hgc cfrng nghe
C.Yftu tfr tu nhiftn
D.Yftu tfr van hoa xa hfri
12.Dlu khfrng phai II dac diftm ciia Marketing cfr dien?
A.Doanh nghiep chii trgng vlo khlu nghiftn cuu thi trufrng.
B.CJ giai doan Marketing cfr diftn, Vj thft ciia ngufri bin dugc dft cao trong quan he thj trufrng
C.Pham vi hoat dfrng ciia Marketing cfr dien chi dien ra trong lmh vuc kinh doanh hlng hoa, dich
vu
D.Tu tufrng kinh doanh fr giai doan nly mang tinh chit "Ip dat" dfri vfri khlch hlng
13.Clu nlo sau dly II diing khi noi dftn clc quyftt djnh vft gil cl sin phlm?
A.Doanh nghiep luftn phii djnh gil sin phlm cao han chi phi sin xult ra sin phlm do.
B.Khi quyftt dinh vft gil cho san phlm, bftn canh viftc can cu vlo chi phi sin xult ra sin phlm
do, doanh nghiep cfr thft dua vlo su elm nhln tu phia khlch hlng
C.Dft xlc dinh dugc muc gil cho sin pham thi bufrc dlu tiftn doanh nghiep cln phln tich chi phi
sin xult ra sin phlm do
D.Khfrng cfr phuang In diing
14....mfrt he thfrng clch hoat dfrng nhlm chuyftn mfrt sin phlm, dich vu hay mfrt gili phlp tir nhl
sin xult dftn tay ngufri tiftu dung fr mfrt thfri diftm tai mfrt dja diftm nhlt dinh vfri muc dich thfra
man dung nhu clu mong dgi cua clc trung gian hay ngufri tiftu diing cufri cung.
A.Kftnh phln phfri
B.Chinh slch phln phfri
C.Phln phfri
D.Clu true kftnh phln phfri
15.Trong quy trinh thiftt ke sin phlm mfri ngay sau bufrc thiftt kft sin phlm, doanh nghiep cln
tiftn hinh hoat dfrng nlo thiftp theo?
A.Soan thao vl thlm dinh du In
B.Xly dung chiftn luge Marketing cho sin phlm
C.Tiftn hinh sin xult sin phlm theo dung thiftt kft
D.Thu nghiem san phlm
16.Quyftt dinh bft tri kho hlng hgp ly liftn quan tfri chuc nang nlo cua Marketing?
A.Chuc nang thich ung
B.Chuc nang phln phfri
C.Chuc nang tiftu thu
D.Chiic nang yem trg
17.Clu nlo sau dly II khfrng dung khi nfri vft chu ky sfrng ciia san phlm:
A.Chu ky sfrng ciia sin phlm mfr tl su biftn dfri ciia sin lugng tiftu thu sin phlm tu khi sin phlm
dugc dua ra trftn thi trufrng cho dftn khi san phlm rut lui khfti thi trufrng
B.Giua nhung sin phlm khac nhau se cfr chu ky sfrng khac nhau
C.Mfri mfrt sin phlm dftu trli qua chu ky sfrng gom 4 giai doan: gifri thiftu - tang trufrng - trufrng
thlnh vl suy thoai
D.Ciing II mfrt sin pham nhung fr cac thi trufrng khac nhau se cfr chu ky sfrng khac nhau
18.Nfri dung nghiftn ciiu ciia Marketing bao gftm:
A.Nhu clu, quy lult hinh thlnh nhu clu vl cac he thfrng chinh sach Marketing
B.Hoach dinh vl trien khai chiftn luge Marketing
C.Tfr chiic nghiftn ciiu thi trufrng vl xly dung chiftn luge Marketing
D.Ca A vl B dftu diing
19.Dlu II hinh thiic xiic tiftn ban hlng dinh cho trung gian phln phfri?
A.Phiftu mua hlng
B.Diing thu sin phlm
C.Chiftt khlu
D.Tich diftm
20.Tinh nang ciia san phlm tao nftn clp do nlo ciia sin phlm?
A.Sin pham y tuang
B.Sin phlm hiftn thuc
C.Sin pham bo sung
D.Chit lugng sin phlm
Phan 2: Tyr luan (7 diem)
Clu 1: Hay trinh bly uu diftm, nhugc diftm ciia cac mfr hinh kftnh phln phfri truyftn thfrng? Chi ro
can cu dft lua chon kftnh phln phfri. Liftn he thuc tft cac loai hinh kftnh phln phfri ciia cac doanh
nghiep Viet Nam (4 diftm)
Clu 2: (3 diem)
a.Trinh bly mfri quan he giua phln doan thi trufrng vl lua chgn thi trufrng muc tiftu
b.Cfrng ty M mfri hoat dfrng tai Viet Nam vl san phlm ciia cfrng ty MII cac loai my phlm hufrng
tfri viftc trj lieu cac vln dft ciia lln da nhu nam, mun vfri thlnh phln chiftt xult tir tu nhiftn, an toln
cho ngufri sur dung. Bftn canh do, gia cl ciia san phlm cung thlp han so vfri clc sin pham cfr ciing
cfrng dung fr trftn thi trufrng. Anh/ chi hay lua chgn thi trufrng muc tiftu phu hgp vfri sin phlm ciia
cong ty M.
Can bp coi thi khong giai thich gi them.
Sinh vien khong dugc sir dung tai lieu khi lam bai.
