MOOCS 1

Tuần 1
1, Based on the information given below, please choose the answer that comes closest to the
estimated number of people who go to the movies in the northeastern part of the United
States.
The states included in this region are Connecticut, Delaware, Maine, Maryland,
Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, and
Vermont. This data comes from the 2012 US Census Bureau, which collects information
about different aspects of the population.

A. 42,148 million
B. 40,690 million
C. 61,983 million
D. 104,634 million

Question 2
Using the different types of product categories that we reviewed, please watch the following
video (https://www.youtube.com/watch?v=6pF55yy0H3g&t=1s) and classify the service that
Coca-Cola offered with its promotion.
A. Functional, intangible and low involvement.
B. Emotional, tangible, and high involvement.
C. Functional, tangible and high involvement.
D. Emotional, tangible, and low involvement.
E. Emotional, intangible and low involvement

Question 3
If you had launched the lemonade business we discussed in our lectures in your
neighborhood, which of the following phrases best describes the situation your product may
be entering its growth phase?
A. Sales are growing rapidly, but so are the number of competitors. You are
developing your sales channels to distribute in as many outlets as possible.
B. Potential customers don't know about your lemonade yet and there are few
competitors.
C. Almost everyone in your target group has tried the lemonade and growth comes from
substituting other products or new customers entering your target group.
D. Your lemonade is the first one in the marketplace and your marketing efforts are
ensuring everyone knows about your product.
E. Your competitors are merging, some are going out of business, and your demand is
stable or decreasing.

Question 4
Which of the product strategies below did Apple use when they decided to launch iPhone?
Here is a summary on how the Iphone was launched by Steve Jobs in 2007:
https://www.history.com/this-day-in-history/steve-jobs-debuts-the-iphone
A. Market development.
B. Market penetration.
C. Diversification.
D. Augment the depth of their product mix.
E. Repositioning the brand.

Question 5
Imagine that you work for Microsoft and you are doing an analysis of the next step for the
Microsoft Windows System within the desktop market. Using the data below, where would
you place it within the BCG matrix?

PC shipments
For 2015 (and earlier), Gartner reports for "the year, worldwide PC shipments declined for
the fourth consecutive year, which started in 2012 with the launch of tablets" with an 8%
decline in PC sales for 2015 (not including cumulative decline in sales over the previous
years).
Remember that this is how a BCG matrix looks like:
 A. Question mark.
B. You can't analyze this using the BCG matrix.
C. Star.
D. Dog.
E. Cow.

Question 6 Which of the below is NOT a key success factor when launching a new
product?
A. Listen to the consumer along the way during the product development cycle and after
launch.
B. Get everyone onboard – including those areas/functions not directly involved in the
development process.
C. Giving R&D the liberty to come up with whichever product they think will be
the next big hit.
D. Set go-no-go milestones with specific decision-making criteria and stick to them.
E. Generate a business case that summarizes the concept’s viability.
Tuần 2
Question 1 What are the key inputs for developing your brand?
A. Essence, values, extended identity.
B. Top management’s ideas, our agency’s creativity, our sales force’s and our customer
service inputs.
C. Market development, market penetration, diversification and product development.
D. Relevance, strategic fit, differentiation, credibility.
E. Business strategy, brand image, market trends, customer analysis, competitive
analysis.

Question 2
Read the following phrase and think about our lemonade business. Select whether the
statement is an end-benefit, an attribute or neither for our lemonade business: "Our
lemonade makes you feel fresh and energized"
A. End-benefit.
B. Attribute.
C. Neither an end-benefit nor an attribute.

Question 3
In the following advertising, please identify which one is the “reason to believe”:

A. The packaging.
B. The model’s bra.
C. The curves on the models.
D. The Dove brand.
E. The product’s ingredients.

Question 4
Which of the following is a well-written brand value for innovation for a company in the
sports business?
 A. “For us, Innovation is challenging conventional wisdom, finding new ways to
surmount existing challenges”
B. “For us, Innovation means generating new ideas and incorporating new technologies
that will make us more competitive”
C. “For us, Innovation means enhancing the performance of our customers through
the use of technology.”
D. “For us, Innovation means employees always strive to produce excellent work that
pushes the company upward”

Question 5
One of the criteria for evaluating brand strategies is being relevant. Which of the
answers below explains what it means to be relevant?
A. None of the above.
B. It means being meaningful to your target customers.
C. It means that the brand has to use content and sponsorships in a strategic way.
D. It means that all brand-related topics are connected.
E. It means that the brand has high awareness among all consumers.

Question 6
Read the following three sentences about FedEx and answer the question in bold:
● Sentence 1: For businesses of all sizes, Fedex is the solutions and logistics company
that provides peace of mind through unparalleled innovation, quality, and consistency.
● Sentence 2: Business solutions for your peace of mind.
● Sentence 3: Relax, It’s Fedex.

Which one of these sentences is the company's positioning statement?

A. Sentence 1.
B. Sentence 2.
C. Sentence 3.

Tuần 3
Question 1 What is brand equity?
A. A concept to explain when Brands are cluttered and confusing to both customers and
employees.
B. A set of assets (and liabilities) linked to a brand’s name and symbol that adds to
(or subtracts from) the value provided by a product or service to a firm and/or
the firm’s customers.
C. It outlines the proof points or what the brand is claiming to credibly deliver on the
positioning.
D. A set of attributes that summarize how the Brand connects with its stakeholders, i.e.
wants to be perceived, and defines the Brand personality / character.
E. A concept that summarizes who we are and our key promise to our stakeholders.
Question 2
Which of the below are brand architecture models?
A. Cash cows, dogs, stars and question marks.
B. Market development, market penetration, diversification and product development.
C. Introduction, growth, maturity and decadency.
D. Pre-purchase, purchase and post-purchase.
E. House of brands, hybrid and branded house.

Question 3
Which of the below are indicators that you might have a brand architecture issue or
opportunity?
A. There is no clear plan for integrating recently acquired brands into the existing
architecture.
B. None of the above.
C. There is no internal system for managing how new brands, or sub-brands are
developed.
D. All of the above.
E. Brands are cluttered and confusing to both customers and employees.

Question 4
Which one of the options below is the right input to develop your brand architecture?
A. An understanding of how the customers view & define the category.
B. An understanding of how the retailer believes the brands should be organized in the
store.
C. An understanding of how employees see the ideal links between the products and
brands.
D. None of these options.
E. An understanding of how the sales team thinks that they will be more effective in
commercializing the products.

Question 5
Which one of the below is NOT a logical organizing principle for unisex sports clothing?
A. By how much consumers’ sweat.
B. By color.
C. By intensity of activity.
D. By where the activity will be carried out.
E. By type of sport.

Question 6
Look at the images below and think about which model of brand architecture Best
Western uses?
 A. Hybrid.
B. House of brands.
C. Branded house.

Tuần 4
Question 1
What question does a brand portfolio tackle?
A. How should I best structure and communicate my portfolio of brands?
B. How should I launch new brands?
C. How should I use my brands to achieve top- and bottom-line growth?
D. How should I evaluate my next marketing campaign?
E. What is the best strategy to negotiate acquiring new brands?

Question 2
Read the following situation and decide whether it is a portfolio question or a brand
architecture issue:
"You are launching a new low-cost product in a category where you already have a brand
in a higher value tier and need to decide which brand to use."
A. Portfolio.
B. Architecture.

Question 3
1. Which of the answers below is a list of key criteria to evaluate when you FIRST
DECIDE to expand your brand internationally?
A. Can we manufacture in that market from the brand’s launch?
B. How fierce is the competition? How long have they been there? What is their
presence and what are their customer loyalty levels?
C. Should we use an exclusive distributor, many non-exclusive distributors or open our
own distribution channel?
D. Can I manage customer service in the local language?
E. Do we have an office in that location?

Question 4
1.Which one of the below is NOT a sign that your organization might be suffering from
a portfolio issue?
 A. You have no clear brand-driven growth platforms to fuel future growth, but rather
have to launch new brands every time you launch a new product.
B. You are losing market share to old competitors and new entrants.
C. There is no internal system for managing how new brands, or sub-brands are
developed.
D. You are having to increase your advertising/marketing spending to get the same
impact.
E. You have overlapping brands in a portfolio offering with similar products/services
targeted to the same customer.

Question 5
1.Imagine that it is 5 years from now, and our Lemonade business has grown
dramatically. We launched our lemonade business with the Lemon-Life brand below,
and we are now evaluating other categories in which to launch products. Our goal is to
grow our revenues 5 times in the next 5 years. R&D has developed the following
pipeline of potential products.
Our Brand:

Our Pipeline:
Which of the below questions should you answer before deciding under which brand you
would launch each product?
a. Does this initiative generate sufficient revenues and return for on-going support to the
brand / product?
b. If we use the Lemon-life brand, could it inhibit or take away attributes to the
product’s brand promise?
c. Should we allow the launch team to decide based on their intuition?
d. Do we want all products associated with the same brand?
e. Do we need different brand essences?
f. Are there different Needs / Attitudinal segments within the potential customers?
g. Will we price them all in the same tier? Or will they be participating in different
pricing tiers?
h. Is there a driver that can be leveraged to create a brand platform?
i. Do consumers behave the same in the different categories (i.e. how they use the
product, where they buy, when they buy, why they buy)?
j. Should we maximize savings by using only one brand?
k. Is there fierce competition in the categories where we are launching the product?
l. How will each product’s revenues and margins be affected by the decision?
m. All of the above
n. None of the above
A. M.
B. A through to J.
C. D through to L.
D. A through to C.
E. N.

Question 6
Imagine that it is 10 years from now, and we have already made various brand
decisions, and our brand portfolio looks like the one below.
Without any other information (i.e. consumer research, sales, etc.), please identify from the
list below, which issues and opportunities your brand portfolio might be facing.
A. Can we grow the business by expanding into higher price / value tiers in Food, Drinks
and Health?
B. Should we grow the business in the Luxury price tier using Citron Elixir?
C. Is there a potential brand overlap and confusion between Lemonyou and
Lemonhealth?
D. Can a beauty brand also be in health care?
E. Should there be two brands in the value tier or is there a potential for more efficient
allocation of resources?
F. Should we invest in Lemonbase as an ingredient brand for other products not
manufactured by our company?
G. All of the above.
H. None of the above.

Tuần 5
Question 1
In the text below, which phases of the purchase funnel are mentioned?
When searching for information for my next trip, I came across an advertisement of South
Africa in a travel magazine. I went online and looked at the different itineraries that I could
do in that country. I also read some of the reviews of hotels, attractions, bus and train
options. I evaluated other options such as Zimbabwe, Kenya and Tanzania. Finally, I decided
on South Africa and made my reservation through a travel agent in that country, who
responded promptly to my request.
A. Influencing, Pre-purchase, Purchase.
B. Awareness, Consideration, Purchase.
C. Branded House, Hybrid and House of Brands
D. Magazines, Online Review sites, Travel Agent.
E. Essence, Values and Extended.

Question 2
Which one of the below is an example of a touchpoint?
A. Fair trade.
B. Brand Awareness.
C. Environmental Policy.
D. Sales clerk.
E. Friendliness.

Question 3
Which of the lists below best captures the different roles that your touchpoints can play
in the customer experience?
A. Internal and External.
B. Offline, Online, Mixed.
C. Branded Differentiators, Signature Icons, Category Redefiners and Guest
Expectations.
D. Introduction, Growth, Maturity and Decadency.
E. Company, Client and Supplier.

Question 4
Which of the examples below, best represent the pre-purchase touchpoints for our
lemonade business?
A. Word-of-mouth from my friend, the posters on the street and the push message
on our phones.
B. The décor of the stand, the music, the product (comprised of the actual lemonade and
the cup), the ingredients, and the personnel (with their uniform).
C. Valencia - Spain, Recyclability, Handmade, Brown sugar, Cinnamon.
D. Loyalty card and next purchase promotion.
E. All of the above .

Question 5
Using the information of a hotel client’s interview, written below, please select which of the
options best exemplifies the touchpoints that represent the potential bottleneck for the family
to move from the Purchase to the Loyalty phase of the purchase funnel.
"Let’s look at one family we interviewed, Peter and Anne from Madrid. They are a young
couple in their 30s with 2 young children. They travel mostly within Spain by car, and like to
go to places where there is lots to do for the kids, but also fun for him and his wife. They
don't expect to spend a lot of time in the room, so he looks for hotels that have a convenient
location, good rates and dependable service. What he really appreciates are small extras for
the kids, and rooms that feel updated.
They had set their sight on going to Valencia, because of the existence of both beach and the
Oceanographic site. Peter asked a colleague from work who had recently visited Valencia,
and he recommended our client’s hotel. Peter immediately went online, looked at the hotels
website pictures, and once he got approval from Anne, he decided to go ahead and book. It
took him 45 minutes browsing through different booking engines to actually make the
reservation, because pricing was different in every website, which really annoyed him.
Let’s fast forward to the actual arrival at the hotel. After the long drive, Peter and Anne
began their check in process and the kids were roaming around the lobby playing with the
luggage. Anne got really nervous that they would knock down some vases that are part of the
décor. Once finished the check in process, they took the elevator up to their rooms, only to
find out that they weren’t connecting rooms. Annoyed, Peter went downstairs and after a
long discussion with the reception clerk, he came up with the keys to connecting rooms.
When they entered the rooms, the décor was updated, but the bed was hard as wood, and the
bathroom had no bathtub (for the kids) and the shower hadn’t been updated in a while.
Let’s Fast forward again to their departure day. Early in the morning, they received an
envelope with the bill under their door. After revising it, Peter realizes that there were some
minibar charges that weren’t theirs. He went downstairs to reception to find a long cue.
During this wait, he decides to write a review of the hotel on the Internet. After 15 minutes
and a bit of discussion, he is finally able to sort out the bill and complete the check-out
process."
A. Word of mouth, Hotel's web site, and the lobby.
B. The vases in the lobby, the connecting rooms, the bill.
C. Online booking, Bed, Shower, Reception staff for check in and check out, online
review.
D. The elevator, the cue in the lobby, the bathtub.
E. None of the above.

Question 6
How do you prioritize high impact touchpoints in the customer experience journey?
A. Touchpoints that are simple to implement but not relevant to the target customer
should be prioritized.
B. Prioritization of touchpoints should be solely based on their cost and implementation
complexity.
C. The uniqueness of the experience that can be created should not be considered in
touchpoint prioritization.
D. Prioritizing touchpoints based on the customer's needs and preferences is not
necessary in the process.
E. High impact touchpoints are those that make or break the brand experience and
have the ability to influence the behavior of the target customer in a compelling
way.
Tuần 6
Question 1 What is the first step to define your internal communication and training
program?
A. Understanding who your audience is.
B. Identify which is the best channel to launch it.
C. Identify who are the people that will appear in the communication.
D. Develop videos to promote your program.
E. Define a theme for your campaign.

Question 2
What is a crucial role to recruit when embedding the brand in your organization?
A. An HR specialist with experience in group psychology.
B. A graphic designer.
C. An external consultant.
D. An internal communication person.
E. The Brand Champions (or Ambassadors).

Question 3
What is the most important action to take when launching a brand engagement
program?
A. Have your top management’s endorsement.
B. Launch a great tagline for your program.
C. Develop a comprehensive brand tool kit.
D. Give out bonus compensation for everyone who learns the brand values.
E. None of the above.

Question 4
The following 3 questions are related to the following mini-case.
Remember from Module 4, that we had decided to launch our lemonade business under the
brand “Lemon-Life”. Imagine that we are now opening our 6th neighborhood kiosk.
● We have a workforce of 15 (2 per kiosk and 3 in a central facility coordinating
everything from purchasing, marketing, HR, Finance, etc.).
● Our biggest success is delivery, with sales growing 100% each month.
● We are beginning our brand engagement program.

After an exhaustive process, we defined our brand as:

If you are in charge of defining the metrics that we will use to measure on-brand behavior in
our program, taking into account that this is a new brand and our employees have never had
any formal training in our brand, which one would you use in our “Hearing Phase” and why?
Please select a metric and rationale from the options.
Metric
a. Number of new products launched
b. Revenues
c. Referral
d. Brand awareness
e. Brand consideration
Rationale: Because…
f. Our brand will only be known by how many people purchase our lemonade.
g. Word of mouth and social networking recommendations are what will let future customers
know who we are.
h. We want employees to know what our brand is all about.
i. What is crucial is that our employees need to understand the customer’s decision-making
process.
j. The only way to continue growing is through the launch of new products.
A. d and i.
B. b and g.
C. a and f.
D. d and h.
E. e and h.

Question 5
(Refer to the example shown in question 4)
For our program we have chosen 2 Brand Champions and they are in charge of leading the
teams to embed the brand values throughout the different touchpoints. Which of the
below descriptions would you use as criterion for recognizing their behavior?
A. How well employees can recite our values.
B. The savings that they can bring to every touchpoint.
C. The number of customers that they convince to buy more than one product.
D. Assisting fellow colleagues in guidance of what is considered on-brand behavior.
E. Policing everyone to ensure that they behave according to our values.
F. The number of customers that know our values.

MOOCS 2
Tuần 1
Question 1
Imagine a retailer considering a 33-percent-off sale on blenders currently priced at $54.
The retailer pays $29 per blender from the manufacturer.
How much has the volume to increase for the sale to maintain profits?
A. 248%
B. 24%
C. 496%
 D. 49%
Answer: Calculate the current profit per blender

● Selling price: $54

● Cost price: $29
● Profit per blender = Selling price - Cost price = 54−29=25.

Calculate the new selling price after the 33% discount

● Discount: 33%×54=17.82%
● New selling price = 54−17.82 = 36.18.

=> A discount of 33% would reduce the sales price from $54 to $36.18.
This price reduction would reduce the contribution margin from $25 ($54 - $29 = $25) to
$7.18 ($36.18 - $29 = $7.18).
Volume increase percentage=(Old profit per unit / New profit per
unit−1)×100
The necessary increase in sales would amount to 248% ($25 / $7.18 -1 = 2.48 = 248%).

Question 2
Consider a wind turbine manufacturer. Currently, a 1.5 MW wind turbine has a price
of $1.7M and $1.3M in variable cost.
If the manufacturer considers raising the price by 3%, what would be the allowable
volume loss to at least maintain profits?
A. 11% to 12%
B. 9% to 10%
C. 5% to 6%
D. 3% to 4%
Answer: Tính tương tự bài 1
3% x 1700= 51 => 1700+51= 1751
lợi nhuận đóng góp: 1700-1300= 0.400 triệu đô la
1751-1300= 0.451 triệu đô la
Volume increase percentage=(Old profit per unit / New profit per
unit−1)×100
(0.400/ 0.451 - 1)x 100%= 11,3%

Question 3
Wild Blue Preserves makes 15 different jams and jellies. They set up a small shop in a
local mall to sell their products alongside other prepared foods. A jar of wild blueberry
jelly costs $1.50 per 250 ml jar to produce. The mark-up pricing percentage Wild Blue
Preserves plans to use is 100 per cent.
What would be the final price using cost-based pricing?
A. $1.99
B. $3.00
 C. $3.50
D. $2.50
Answer:
Final price=Cost per unit×(1+Markup percentage)
=1.50×(1+100%)=1.50×2=3.00

Question 4
An established producer of beef jerky decides to use market penetration pricing at a
local convenience store. A study of other convenience stores shows a price range for
jerky of $2.00 to $3.00 per 100 g package.
Considering the seller would like to enter the market aggressively to gain market share,
what would be the appropriate price for a 100 g package?
A. More than $3
B. Less than $2
C. Between $2 and $3

Question 5
What is the price elasticity if a price increase of 15% leads to a unit sales drop of 20%?
A. -1.33
B. -1.5
C. 1.5
D. 1.33
PED= %Change in Price
%Change in Quantity Demanded

Question 6
Assume that a product has a price elasticity of -0.7. In order to reduce unit sales by
20%, what would the necessary price increase be?
A. 20% to 21%
B. 21% to 22%
C. 27% to 28%
D. 28% to 29%
Answer:
● -0.7 = -20% / Variation of Price
● Variation of Price = -20 % / -0.7 = 28.5%

Question 7
A product is being priced at 100€ and is being sold 3,000 times. The price elasticity is
estimated to be -2.0.
By how much would the revenues change when increasing the price by 5%?
A. By an increase of €16,500
B. By a decrease of €16,500
C. By an increase of €26,500
D. By a decrease of €26,500
Answer:
With an elasticity of -2, a price increase of 5% would lead to a volume decrease of 10%.
 ● The original revenue was €100 * 3.000 units = €300,000.
● The price increase of 5% leads to a new price of €105 and a drop in unit sales of 10%
leads to 2,700 units. (New quantity=3,000×(1−0.10) =
3,000×0.90=2,700)
● Thus, the new revenues is equivalent to €105 * 2,700 = €283,500.
● €300,000 - €283,500 is equivalent to a decrease of €16,500, or a variation of -
€16,500.

Question 8
Let's imagine you own a Porsche dealership that has been authorized to sell the new 911,
which has a suggested retail price of $70,000.
Dealerships commonly adjust price substantially upwards or downwards in response to local
demand conditions.
You think the demand for the 911 looks as follows in your market:
Table: Price/Sales volume relationship
Price ($) Sales Volume

0 600

10,000 540

20,000 480

30,000 420

40,000 360

50,000 300

60,000 240

70,000 180

80,000 120

90,000 60

100,000 0
Given that you can purchase the Porsche 911 for $60.000, how would you price the Porsche
911 to maximize profits?
A. $60,000
B. $70,000
C. $80,000
D. $90,000
E. $100,000
Answer:
Profit=(Price−Cost)×Sales Volume
At $60,000:
Profit=(60,000−60,000)×240=0

At $70,000:
Profit=(70,000−60,000)×180=10,000×180=1,800,000

At $80,000:
Profit=(80,000−60,000)×120=20,000×120=2,400,000

At $90,000:
Profit=(90,000−60,000)×60=30,000×60=1,800,000

At $100,000:
Profit=(100,000−60,000)×0=0
=> The highest profit is $2,400,000, achieved at a price of $80,000.

Question 9. AT&T offers internet, mobile phone services, landline phone services and digital
TV.
Assume that there are two customer segments: Millennial and Traditional, for a total of 50
million customers.
Their willingness to pay and share of the market is:
Willingness to pay Willingness to pay

Segment Mobile + Internet Phone + TV Market Share

Millennial $95 $25 30%

Traditional $30 $115 70%

If AT&T has a price menu of two packages:
● Mobile + Internet for $95
● Phone + TV for $115

What would be the total revenue under this model?

A. $5,450,000,000
B. $4,025,000,000
C. $10,500,000,000
D. $1,425,000,000

Answer

Tổng khách hàng: 50 triệu

● Thế hệ Y: 30% → 50 triệu×30%=15 triệu

● Thế hệ truyền thống: 70% → 50 triệu×70%=35 triệu

Doanh thu từ mỗi phân đoạn:

 1. Thế hệ Y:
○ Chỉ mua gói Di động + Internet vì họ sẵn sàng trả 95 đô la cho gói này.
○ Doanh thu = 15 triệu khách hàng ×95 đô la=1.425 triệu đô la

2. Thế hệ truyền thống:

○ Chỉ mua gói Điện thoại + TV vì họ sẵn sàng trả 115 đô la cho gói này.
○ Doanh thu = 35 triệu khách hàng ×115 đô la= 4.025 triệu đô la

Tổng doanh thu: 1.425 triệu đô la + 4.025 triệu đô la= 5.450 triệu đô la

Question 10: You manage marketing at ACME & Sons. Currently, you sell 4,000 units at
10€ each. Variable costs are 5.50€ per unit, and fixed costs are 15,000€. If you increase the
price by 5%, what sales volume drop percentage maintains the same profit? (Assume fixed
costs stay constant, and variable costs remain stable.)

A. 15%
B. 10%
C. 5%
D. 2.5%
E. Đ hiểu nổi

Answer:

Question 11: By increasing the price by 5%, unit sales drop by 7%. What is the price
elasticity? Is the demand elastic or inelastic?

A. -1.4
B. 1.4
C. 0.7
D. -0.7
E. Ra mấy câu như này đi trờiii
Question 12: A product has a price elasticity of -1.3. What is the unit sales variation going to
be due to a price increase of 10%?

A. -7.8%
B. -1.3%
C. -13%
D. 13%
Tương tự câu trên: The variation in price is 10%, and the price elasticity is -1.3, so:
-1.3 = Variation of Volume / 10% ; Variation of Volume = 10 % x -1.3 = -13%

Question 13: A product is being sold at a price of €110. After a price increase to €130, the
number of units sold drops from 5,000 units to 4,500 units. What is the price elasticity?

A. -0.18
B. -0.55
C. -1.8
D. -5.5

Tương tự câu trên: The variation in price is 18%, and the variation in volume -10%, so:

Price Elasticity = -10% / 18% = -0.55.

This would mean that the demand is inelastic since it is less than 1.

Question 14: Roofing INC. sells roof shingles and supplies in Madrid. They're considering
entering the Barcelona market. The estimated demand for both markets at different price
points is given below:
 Price Estimated demand Madrid Estimated demand Barcelona

€0 550 540

€5 500 440

€10 450 340

€15 400 240

€20 350 140

€25 300 40

€30 250 0

€35 200 0

€40 150 0

€45 100 0

€50 50 0

€55 0 0
●
Fixed Costs: €5 million
● Variable Costs: €5 per square yard
● Additional Shipping Costs to Barcelona: €2 per square yard
If you want to maximize profits, what should be the selling price per square yard?
(Answer with the correct unit.)
A. €30
B. €15
C. €10
D. €35
E. €25
F. €20
Question 15: A German mobile phone manufacturer conducted an experiment with new
mobile purchasers who bought (or didn't buy) a certain mobile phone.

They tested these sales at three different price points: €1,200 , €900 and €600 (as shown in
the chart below ).

Assuming that the production of the mobile phone is €300, and that your objective is to
maximize profits, which would be the appropriate price?
You can assume a total market size of 100 mobile purchasers.
A. €900
B. €600
C. €1,200

Price Sales Profit = (price - cost) x sale

volume
 €600 45 (600-300) x 45 = €13,500

€900 41 €24,600

€1,200 26 €23,400

Tuần 2
Question 1 What statement about profit is accurate?
A. Profit = Revenues - Variable Costs - Fixed Costs
B. Profit = Revenues - Costs
C. All of the mentioned
D. Profit = (Units Sold * Price) - (Units Sold * Variable Cost) - Fixed Cost

Question 2 If our company increases its prices while the competition keeps their prices
the same, what is the most likely impact on our sales volume?
A. Drop
B. Increase
C. Other
D. Remain unchanged

Question 3 As the marketing manager for the Samsung S6 you are responsible for setting
prices in the Spanish market. You have decided that using market data to find the profit
maximizing price is the right approach. You therefore ask your marketing research
department for the necessary information.
After a couple of days they inform you that the fixed cost of production is €200,000 and that
the variable cost is €200 per phone. They also have been able to collect sales data for the past
year. It seems the price had changed four times over the past year.
With this information, which would be the optimal price to sell the Samsung S6? (giá hợp lý
nhất để bán)
A. €490
B. €460
C. €400
D. €425
E. €450

Answer:

- Công thức lợi nhuận: Profit =Total Revenue - Total Cost

= (Price×Quantity)−[Fixed Cost+
(Variable Cost×Quantity)]
- Revenues: (unit sale x unit price)= 400 x 1200= 480.000 (tương tự những giá khác)
- Cost: 200.000 + (200x1200) = 440.000
- Profit: 480.000-440.000= 40

Question 4
As far as you can remember, there has always been a rivalry between Mercedes and BMW.
Thus, as the pricing manager at Mercedes, you always have to keep an eye on BMW’s prices
and sales figures. This is especially important when revising the prices at Mercedes.
Your boss has asked you to analyze whether the current price still is at optimal levels or
whether it should be changed. In order to answer this question you received the following
data from your colleagues in the marketing department.
Mercedes Price (€) €35,900 €34,745 €33,500 €33,200

BMW Price (€) €34,000 €34,000 €34,000 €34,000

Relative Price (Merc / BMW) 1.06 1.02 0.99 0.98

Mercedes Market Share 18% 20.5% 21% 21.1%

You are also told that:
● The total luxury car market in Europe has a volume of 1.626.667 cars sold.
● The price you currently charge is €34,745

Should this price be changed if it is your objective to maximize revenues? If so, to what
price?
A. It should be changed to $35,900
B. It should be changed to $33,500
C. No, it should stay at $34,745
D. It should be changed to $33,200

Answer: Revenue=Price×(Market Share×Total Market Volume)

ex: Sale= 18% x 1.626.667= 292,800

Revenue= 35.900 x 292,800 = 10.511

Question 5
As a marketing manager at Toyota you are being charged with setting the price for the new
Auris. You conducted a Gabor Granger exercise and got the following information:
Definitely Probably Not Probably Would Definitely Would
Not Buy Buy Buy Buy

€25,000 42% 38% 13% 7%

 €27,000 46% 39% 11% 4%

€29,000 52% 38% 8% 2%

You know that your market has a potential of 100,000 cars. You are interested in finding the
price which maximizes your revenues.
What would be the correct price?
A. €25,000
B. €27,000
C. €29,000
D. Another price

Answer: Revenue=Price×(Total Buyers×Market Potential)

Price (€) Top 2 Sales Revenue (Million €)

25,000 20% (13% = 20% x 100.000= 20.000 = 20.000 x 25.000= 500

+7%)

27,000 15% 15,000 405

29,000 10% 10,000 290

Tuần 3
Question 1
Disney offers both hotel rooms and entrance to their theme parks at their resorts. Consider
four different market segments with willingness to pay for rooms and theme parks, as well as
market shares shown below. Assume a market size of 5,000 individuals per day.

Segment Willingness to pay for Willingness to pay for Theme Market

Room Park Share

Amusement Park $200 $150 20%

Lover

Luxury Lover $300 $50 10%

Conference $325 $5 20%

Devotee

Disney Devotee $50 $200 50%

Disney prices the Room at $300 and Theme Park at $150. These are not bundled, and can be
purchased separately.
What is the total revenue earned under this scenario for one day?
A. $975,000
B. $1,275,000
 C. $1,350,000
D. $600,000

Answer:
Để đi đến kết quả này, có lẽ bạn đã sử dụng thứ gì đó tương tự như thế này cho thặng dư của
người tiêu dùng và quyết định mua/không mua của họ (Sẵn sàng trả tiền - Giá thực tế):
Người tiêu dùng Phòng Công viên chủ đề

Những người yêu thích công viên giải trí -$100 (KHÔNG $0 ( MUA )
MUA)

Người yêu thích sự sang trọng $0 ( MUA ) -$100 (KHÔNG

MUA)

Người sùng đạo của Hội nghị 25 đô la ( MUA ) -$145 (KHÔNG

MUA)

Người hâm mộ Disney -$250 (KHÔNG $50 ( MUA )

MUA)
Và để tính doanh thu (doanh số * giá bán) thì hãy làm như sau:
Người tiêu dùng Quy mô thị Bán Doanh thu (nghìn
trường ($) $)

Những người yêu thích công viên giải 1.000= (10% x 150 150
trí 5000 số lượng
người)

Người yêu thích sự sang trọng 500 300 150

Người sùng đạo của Hội nghị 1.000 300 300

Người hâm mộ Disney 2.500 150 375

Tổng doanh thu kiếm được trong một ngày: 975.000 đô la (150+150+300+375)

Question 2
Consider now a scenario in which Disney considers selling a bundle.
You still have the four different market segments and a total market size of 5,000 individuals
per day. Here again the data as in the previous question:
Segment Willingness to Willingness to pay Willingness to pay Market
pay for Room for Theme Park for Room + Park Share

Amusement $200 $150 $350 20%

Park Lover

Luxury Lover $300 $50 $350 10%

 Conference $325 $5 $330 20%
Devotee

Disney $50 $200 $250 50%

Devotee
Disney prices the Room at $325, Theme Park for $200 and Room + Theme Park for $350.
Customers can only choose one of the packages.
What is the total revenue earned under this scenario for one day?
A. $1,275,000
B. $975,000
C. $1,350,000
D. $1,375,000
Tương tự câu 1

Question 3
Let's consider again the willingness to pay for a hotel room and theme park entrance for the
four market segments. Also, assume as before, a market size of 5,000 individuals per day.
Segment Willingness to pay for Willingness to pay for Theme Market
Room Park Share

Amusement Park $200 $150 20%

Lover

Luxury Lover $300 $50 10%

Conference $325 $5 20%

Devotee

Disney Devotee $50 $200 50%

Which would be the optimal price to maximize revenue for the Room and Theme Park,
without considering the possibility of bundling?
A. Room: $200
Theme Park: $150
B. Room: $300
Theme Park: $150
C. Room: $200
Theme Park: $200
D. Room: $300
Theme Park: $200

Answer: Bạn cần xác định mức giá tối ưu cho mỗi sản phẩm khác nhau, bạn có thể áp
dụng bảng sau để tính giá:
Mức giá phù hợp cho Quy mô thị trường (Phân khúc bổ Doanh thu (nghìn
phòng sung) $)

50 đô la 5.000 (tất cả mọi người) 250 (5000x50)

 200 đô la 2.500 (trừ $50 ra) = (20%+20% 500
+10%)x5000= 2500

300 đô la 1.500 (trừ giá đã tính, trả được giá này 450
và giá cao hơn)

325 đô la 1.000 325

Mức giá phù hợp cho công Quy mô thị trường (Phân khúc bổ Doanh thu (nghìn
viên sung) $)

5 đô la 5.000 25

50 đô la 4.000 200

150 đô la 3.500 525

200 đô la 2.500 500

Question 4 Assume that before the launch of iPhone in 2007, Apple had conducted an
experiment examining 2,400 consumers to assess the potential demand of iPhones across
different price points.
First, they divided them among iPod owners (1,200 of them, half the sample), and non-
iPod owners.
They were all offered the opportunity to pre-order one 4GB iPhone at a specified price:
● One third of the participants were offered a price of $299 (low)
● One third a price of $399 (medium)
● One third a price of $499 (high).

In the table below, you'll see what percentage of each group pre-ordered the corresponding
iPhone:
Segment $299 (low) $399 (medium) $499 (high)

iPod non-owner 12.1% 10.2% 8.3%

iPod owner 19.2% 13.8% 9.6%

*Each cell represents 400 participants.
Assuming that:
● The production cost of the 4GB iPhone is $150 per unit
● The target market size is 100 million customers
● The previous study is representative of the total market, that 50% of the target
population owns an iPod and that Apple wants to maximize profits
Which would be the optimal price for each segment?
A. $299 for iPod non-owners
 $399 for iPod owners
B. $299 for iPod non-owners
$299 for iPod owners
C. $499 for iPod non-owners
$399 for iPod owners
D. $499 for iPod non-owners
$299 for iPod owners
E. $399 for iPod non-owners
$499 for iPod owners
F. $399 for iPod non-owners
$399 for iPod owners
G. $299 for iPod non-owners
$499 for iPod owners
Answer: Profit= (Price−Production Cost (chi phí sx))×Number of Units Sold
● iPod non-owners:

Relevant price points Total unit sales (millions) Profits (millions $)

$299 6.05 (50 x 12.1%) 901.45 (299-150)x 6.05

$399 5.1 (50 x 10.2%) 1,269.9

$499 4.15 (50 x 8.3%) 1,448.35

●
iPod owners:

Relevant price points Total unit sales (millions) Profits (million $)

$299 9.6 (50 x 19.2%) 1,430.4

$399 6.9 (50 x 13.8%) 1,718.1

$499 4.8 (50 x 9.6%) 1,675.2

Question 5 Assume the following willingness to pay for three customer segments for
their first five visits to a movie theater:
Visits Segment A Segment B Segment C

First $9.00 $10.00 $12.00

Second $6.00 $7.50 $10.00

Third $3.50 $5.50 $8.00

Fourth $2.00 $4.00 $6.00

Fifth $1.10 $1.50 $3.50

Which would be the revenue if we could optimize the price for each visit?
A. $40.00
B. $64.50
C. $49.00
D. $67.50

Answer: Lựa chọn tối ưu để đạt doanh thu cao nhất, vd ở lần đầu A trả $900, B trả $1000, C
trả $1200. Nếu chọn theo A sẽ là 900x3=2700, nếu theo B 1000x2=2000, C sẽ là
1200x1=1200. Doanh thu cao nhất là 2700 nên chọn theo giá A. Tương tự cho các trường
hợp khác.
Visit Optimal price for the visit Revenue

First $9.00 $27.00 = 9.00 x 3(A,B,C) = 27.00

Second $6.00 $18.00

Third $5.50 $11.00

Fourth $4.00 $8.00

Fifth $3.50 $3.50

Total $67.50

Question 6
You just recently joined American Express in their credit card business. More specifically
you have assumed the responsibility for the Spanish market. One of the responsibilities is to
decide how many versions of a credit card to offer and at what price. Everything is on hold
until you decide what to do.
To help you with your decision, you obtained estimates of the market potential for the
different versions under consideration and the respective cost of launching the product in the
market and deliver the necessary service.
Find below the corresponding segments and their willingness to pay for each of the versions
of the credit cards:
Segment Segment size Willingness to pay for Standard Willingness to pay for Gold

Individuals 200,000 €20 €40

Corporate 100,000 €30 €70

Assume further that the Standard American Express has a marketing expense of €50,000 and
a variable cost of €5, and that the Gold American Express has a marketing expense of
€150,000 and a variable cost of €15.
What would be the optimal price for each version?
A. Standard: €20
Gold: €40
B. Standard: €30
Gold: €40
 C. Standard: €30
Gold: €70
D. Standard: €20
Gold: €70

Answer: Tiêu chuẩn:

Mức giá có liên Quy mô thị trường (các phân Doanh thu Lợi nhuận (Doanh thu -
quan khúc bổ sung) Chi phí)

20€ 300.000 6.000.000 € 4.450.000 €

30€ 100.000 3.000.000 € 2.450.000 €

● Vàng:

Mức giá có liên Quy mô thị trường (các phân Doanh thu Lợi nhuận (Doanh thu -
quan khúc bổ sung) Chi phí)

40€ 300.000 12.000.000 € 7.350.000 €

70€ 100.000 7.000.000 5.350.000 €

Question 7
You just recently joined American Express in their credit card business. More specifically
you have assumed the responsibility for the Spanish market. One of the responsibilities is to
decide how many versions of a credit card to offer and at what price. Everything is on hold
until you decide what to do.
To help you with your decision, you obtained estimates of the market potential for the
different versions under consideration and the respective cost of launching the product in the
market and delivering the necessary service.
Find below the corresponding segments and their willingness to pay for each of the versions
of the credit cards:
Segment Segment size Willingness to pay for Standard Willingness to pay for Gold

Individual 200,000 €20 €40

s

Corporate 100,000 €30 €70

Assume further that the Standard American Express has a marketing expense of €50,000 and
a variable cost of €5, and that the Gold American Express has a marketing expense of
€150,000 and a variable cost of €15.
If you would have to launch only one product, which one would you launch? At what price?
A. Standard: €20
B. Standard: €30
 C. Gold: €70
D. Gold: €40

Answer: Công thức lợi nhuận: Profit =Total Revenue - Total Cost

= (Price×Quantity)−[Fixed Cost+
(Variable Cost×Quantity)]

● Standard: Fixed Costs: €50,000

● Variable Costs: €5 per unit
Relevant price Market size (added Revenues Profits (Revenues - Costs)
point segments)

€20 300,000 €6,000,000 = €6,000,000 - 50.000+

(5x300,000)= €4,450,000

€30 100,000 €3,000,000 €2,450,000

●
Gold: Fixed Costs: €150,000
● Variable Costs: €15 per unit
Relevant price Market size (added Revenues Profits (Revenues -
point segments) Costs)

€40 300,000 €12,000,000 €7,350,000

€70 100,000 €7,000,000 €5,350,000

Tuần 4
Question 1 Do consumers tend to use price as a quality indicator (sử dụng giá cả làm chỉ
số chất lượng) more often for products they buy frequently or for products they purchase for
the first time?
A. First time products
B. Products purchased frequently

Question 2 As the marketing manager responsible for television sets, you currently offer two
products in your lineup: one priced at $399 and another at $499. To stimulate sales of the
existing products, what price point would you choose for introducing a new, third television
set?
A. A television set at $249
B. A television set at $699
 C. A television set at $449

Answer: Việc giới thiệu một chiếc tivi mới với mức giá cao hơn là 699 đô la tạo ra nhận thức
về chất lượng và tính năng cao cấp so với các mẫu hiện có. Chiến lược định giá này có thể
giúp duy trì đề xuất giá trị của mẫu 499 đô la trong khi cung cấp tùy chọn tiên tiến hơn để thu
hút khách hàng sẵn sàng trả thêm tiền cho các tính năng nâng cao.

Question 3 You have just recently been hired as a sales representative and today you will
have your first meeting with a client. Your company offers multiple products at different
prices – from cheap to expensive. When presenting to the client the overall product portfolio,
how to best present the options?
A. Start with one that is mid-priced
B. Start at the lowest priced item
C. Start at the highest priced item

Question 4
Imagine Apple offers two versions of the iPod:
Version A Version B

Price $400 $300

Storage Capacity 30 GB 20 GB
Some customers prefer A for its storage, while others like B for its price. According to the
decoy effect theory, when given the below three choices, which product are customers
likely to select?
Version A Version B Version C

Price $400 $300 $450

Storage Capacity 30 GB 20 GB 25 GB

A. According to the theory of the decoy effect customers are likely to choose A
B. According to the theory of the decoy effect customers are likely to choose C
C. According to the theory of the decoy effect customers are likely to choose B

Question 5 In line with prospect theory, which option do consumers typically prefer: losing
$5 twice or losing $10 once?
A. $10 Once
B. $5 Twice

In accordance with prospect theory, which option do consumers typically prefer: winning $5
twice or winning $10 once?

$5 Twice

$10 Once
Answer: Theo lý thuyết triển vọng, người tiêu dùng có xu hướng thích một trường hợp mất
mát duy nhất hơn là trải qua cùng một tổng mất mát trải dài trên nhiều trường hợp. Điều này
là do tác động cảm xúc của một lần mất mát giảm dần theo sự lặp lại, khiến việc mất 10 đô la
một lần có vẻ ít gây khó chịu hơn so với việc mất 5 đô la hai lần.

Question 6 In line with prospect theory, which option do consumers typically prefer: a $5
discount on a $500 product or on a $50 product?
A. $50
B. $500

Theo lý thuyết triển vọng, người tiêu dùng đánh giá mức giảm giá theo các điều khoản tương
đối, do đó, mức giảm giá 5 đô la cho sản phẩm 50 đô la là mức giảm giá 10%, trong khi đối
với sản phẩm 500 đô la thì chỉ là 1%. Rõ ràng là mức giảm giá 10% đang được ưa chuộng
hơn mức giảm giá 1%.

Question 7 Based on the relationship between price and demand, which price would you
anticipate would result in the highest volume of product sales?
A. $59
B. $54
C. $64

its ending digit being "9," is more likely to attract a larger volume of product sales due to this
psychological effect.

Question 8 Why do price endings have an impact on consumers' decision-making process?

A. Due to the level effect
B. Due to the image effect
C. Due to the level and image effect

Hiệu ứng cấp độ đề cập đến sự khác biệt về số giữa các mức giá, trong khi hiệu ứng hình ảnh
liên quan đến tác động tâm lý của các mức giá kết thúc cụ thể, chẳng hạn như giá kết thúc
bằng "9", khiến người tiêu dùng cảm thấy mức giá hấp dẫn hơn.

Question 9 When aiming to reduce the perceived discomfort of paying, which payment
method should be encouraged among customers?
A. Cash payments
B. Credit card payments

Question 10: Do consumers tend to use price as a quality indicator more often for products
or for services they purchase?

A. Service
B. Products
 MOOCS 3
Tuần 1
Question 1: Which channel function does not help to fulfill the completed transactions?
A. Information
B. Physical Distribution
C. Financing
D. Risk-taking

Question 2 Which of the following sentences defines a "Push Strategy"?

A. Manufacturer induces intermediaries to carry, promote and sell the product.
B. Manufacturer uses several forms of communication to persuade consumers to demand
the product. (Pull)
C. None of them.
D. Both definitions.

Question 3 Which one of the following is not one of the main steps when designing a
distribution model?
A. Establish channel objectives.
B. Identify channel alternatives.
C. Analyze the environment.
D. Evaluate the alternatives.

Question 4 Which of the following is not a key factor in channel management?

A. Evaluate
B. Update
C. Select
D. Train and motivate

Question 5 Which of the following is not a critical question to ask about market-by-
market growth?
A. What are our growth priorities?
B. How will we enable change?
C. Should we follow the strategy of the best performers in the market?
D. How will we deliver on our value proposition?

Question 6 Which of the following is not a main marketing logistics function?

A. Financing the merchandise
B. Transportation
C. Logistic Information Management
D. Inventory Management

Question 7 What definition best reflects what a merchant wholesaler does?

A. Brings buyers and sellers together and assists in negotiation.
B. Takes no title of goods and provides full services.
C. Takes no title of goods and performs only a few functions.
D. Takes the title of goods.
78. Which of the following is a definition of a zero-level channel?

A. Manufacturer that sells directly to final consumer.

B. A complex channel with intermediaries, wholesalers and retailers.

79. Who are the main figures in trade marketing?

A. Key Account Manager and Category Manager.

B. Supply Chain Manager and Retailer.

C. Operations Manager and Sales Executive.

Tuần 2
Question 1 Which of the following aspects influences a channel being shorter?
A. Complexity of purchase process.
B. Simple products
C. High population density

Question 2 Which of the following is NOT one of the three rules for building a modern retail
organization that will support an Omni-channel strategy?
A. Have bold ambitions.
B. Be a silo bluster.
C. Go beyond structure.
D. Plan medium and long-term.

Question 3 Which one of the following segmentation criteria can you establish to minimize
conflict?
A. Industry
B. Legal procedure
C. HR qualification

Question 4 Which is one correct definition when describing Trade Marketing?

A. Increment the offer from the manufacturer.
B. Share costs among players.
C. It is a strategic alliance. (liên minh chiến lược)

Question 5 What of the following are trade marketing objectives?

A. Enhance logistics.
B. Improve Point of Sales (POS) turnover.
C. Pricing policy.

Question 6 What is one of the main Category Manager (CM) functions?

A. Develop strategic plans for a certain product line.
B. Manage the relationship with retailers.
 C. Serve as an “advocate” of the client inside the manufacturer.

Question 7 Which of the following is NOT a way retailers can improve their promotion
performance and increase their margins on promotions?
A. Craft promotion strategies to guide category-level decisions.
B. Deploy Big-data analytics to produce actionable recommendations.
C. Design a promotion process within the department in charge.
D. Build up organizational capabilities to execute promotions.

Question 8 What type of channel conflict did Goodyear face when several channels started to
sell to the same target market?
Remember, this case was explained at the video titled “Channel Conflict, Cooperation and
Competition.”
A. Horizontal
B. Vertical
C. Multichannel

Question 9 The person in charge of a large client is the:

A. Key Account Manager
B. Neither of these.
C. Both
D. Category Manager

90. Which classification of retailers looks at the ¨breadth¨ and ¨depth¨ of the assortment?

A. Level of customer service

B. The type of merchandise and/or services offered

C. Price

D. Variety of assortment of merchandise offered

91. Many people in your urban community do not find the time to go grocery shopping at
your local supermarket. As a result, the supermarket has implemented a system where
customers can choose the products they want online, and have it delivered to their household
within 24 hours. What type of service is this?

A. Required

B. Determinant (yếu tố quyết định)

Tuần 3
Question 1 What main activity do retailers NOT provide?
A. Holding inventory.
 B. Providing assortment.
C. Offering services.
D. Keeping bulk.

Question 2 Which of the following is NOT considered an important development that is

taking place in retail?
A. Technology in Retailing
B. Age of information
C. Evolving role of the Internet
D. Globalization

Question 3 Which of the following descriptions of the breadth and depth of an assortment is
correct?
A. Both of them.
B. Breadth is the number of different items offered in a merchandise category.
C. None of them
D. Depth is the number of merchandise categories a retailer offers.

The breadth, also called the variety, is the number of merchandise categories a retailer offers.
The depth, also called the assortment(phân loại), is the number of different items offered in a
merchandise category.

Question 4 What aspects from the consumer experience DOES NOT have a strong impact on
brand advocacy?
A. Emotional connection
B. Customer service
C. Price
D. Product satisfaction

Question 5 Which of the following sentences regarding

Sustainable Competitive Advantages (SCA) is right?
A. A SCA is replicating and improving a competitor’s advantage, maintaining it over a
long period of time.
B. For some brands such as ZARA, Distribution and information Systems are one
SCA.
C. To build a Sustainable Competitive Advantage, retailers usually rely on their single,
most competitive approach.

Distribution and information systems help to develop a sustainable competitive advantage.

Retailers struggle to reduce operating costs while making sure that the right merchandise is
available when, where and how the customer wants it. (Hệ thống phân phối và thông tin giúp
phát triển lợi thế cạnh tranh bền vững. Các nhà bán lẻ phải vật lộn để giảm chi phí hoạt
động trong khi vẫn đảm bảo hàng hóa phù hợp có sẵn khi nào, ở đâu và theo cách mà khách
hàng muốn.)
Question 6 In which order should the so-called “S.T.O.R.E.” five-step approach, to the
reassessment of the role of the physical store, be implemented?
A. Redesign In-store experience; Maximize the Portfolio; Redefine the Role of the Store;
Adjust Categories and Implement across channels.
B. Redefine the Role of the Store; Redesign In-store experience; Maximize the Portfolio;
Adjust Categories and Implement across channels.
C. Redefine the Role of the Store; Adjust Categories; Maximize the Portfolio;
Redesign In-store experience and Implement across channels.
D. Redesign In-store experience; Maximize the Portfolio; Adjust Categories; Redefine
the Role of the Store; and Implement across channels.

Question 7 Which is NOT a benefit of Omni-Channel Retailing, especially for the traditional
store-based and catalogue retailers when using electronic channels.
A. Expanding markets (mở rộng thị trường)
B. Building a Strategic Advantage
C. Becoming a leader
D. Overcoming the limitations of existing formats

Tuần 4
Question 1: Which of the following is NOT a critical question companies need to address to
achieve customer-management excellence in emerging markets?
A. What are our growth priorities?
B. How will we maintain our strategy?
C. What is our distinctive value proposition?
D. How will we deliver our value proposition?

Question 2 Which of the following sentences does NOT define Efficient Customer Response
(ECR)?
A. Work independently.
B. Increase final customer satisfaction.
C. Joint initiatives between producers and retailers.
D. Reduce activities that do not add value in the supply chain.

Question 3 Which of the following can retailers NOT be classified by?

A. Ownership
B. Variety and Assortment
C. Communication
D. Price

Question 4 Which of the following are the main components of a Retail Strategy?
A. None of them.
B. Target Market and Format/Marketing Mix.
C. Target Market and Format/Marketing Mix and Sustainable Competitive
Advantage.
 D. Target Market and Sustainable Competitive Advantage.

Question 5 Which is NOT one of the main growth strategies?

A. Franchising (nhượng quyền thương mại)
B. Diversification
C. Market Penetration
D. Retail Format Development

Question 6 Which one is NOT a main characteristic of retailers to exploit international

growth opportunities?
A. Adaptability
B. Financial Resources
C. Global culture
D. Communication Campaign

Question 7 If we talk about entry strategies, which of the following Entry Strategies requires
the highest level of investment for the retailer?
A. Strategic Alliance
B. Joint Venture (JV)
C.
D.
E. Direct Investment

Question 8 Which of the following Golden Rules for a successful Franchise is the most
critical?
A. Select the right Team
B. Select the right Market
C. Select the right Partner
D. Select the right Product

Question 9 Which of the following definitions is right?

A. Both of them
B. C&C is when a company takes orders on the website but has retailers deliver and
collect payment.
C. B&C are existing companies that have added an online site for information or e-
commerce.

Question 10 Which of the following is NOT a mobile shopping myth?

A. It will substitute the rest of the retailer's devices.
B. Cool features.
C. Driving self-service.
D. The App is the answer.

Question 11 Which of the following is NOT a reason DATA is becoming a competitive

advantage in Future Retailing?
A. The need to have a lot of Information
B. Loyalty Programs
C. Big Data
D. Importance of Analytics
Question 12 If you are a brand that has already covered the domestic retail market and you
are already active in international expansion, what other two growth strategies could you use?
A. Retail Format Development and Market Penetration
B. Retail Format Development and Diversification
C. Diversification and Market Expansion

MOOCS 4
Tuần 1
(Positive) differential effect of the brand name on consumer response to marketing actions is
referred to as:
A. Brand meaning
B. Advertising
C. Brand equity
D. Brand salience

Question 2 __________
is the consumers’ ability to identify the brand under different conditions, as reflected by their
brand recognition or recall performance.
A. Brand reflection
B. Brand image
C. Brand perception
D. Brand awareness

Question 3 The range of purchase and consumption situations where the brand comes to
mind is considered as:
A. Depth of brand awareness
B. Brand equity
C. Breadth of brand awareness
D. Brand meaning

Question 4
________________ is the process of evaluating each consumer segment’s attractiveness
and selecting one or more segments according to their attractiveness for the company.

A. Targeting
B. Positioning
 C. Segmentation
D. Mass marketing

Question 5
__________ is the process of occupying (chiếm đóng) a clear, distinctive, and desirable
place in consumer’s minds relative to competing products.
A. Positioning
B. Targeting
C. Mass marketing
D. Segmentation

Question 6 Please state which of the below concepts describe how well a market offering
fulfills customer needs.
A. Brand feelings
B. Brand imagery
C. Brand performance
D. Brand salience

Question 7
________________ means the degree to which a consumer consistently purchases the same
brand within a specific product category.

A. Brand meaning
B. Brand performance
C. Brand loyalty
D. Brand imagery

Question 8 Which of the following statements about brand loyalty is NOT correct?

A. Brand loyalty depends purely on emotional aspects of consumer-brand

relationship
B. Brand loyalty decreases marketing expenses for the company
C. Brand loyalty correlates well with product sales
D. Loyal consumers are usually willing to pay more for products

Question 9 Consumers exhibiting ___________ loyalty generally have one or more specific
reasons for their purchase decisions and they can easily articulate these reasons.
A. Hand loyalty
B. Heart loyalty
 C. Head loyalty

Question 10
___________ loyalty is habitual (thói quen). The consumer is loyal to the product not
because of an emotional or rational involvement, but simply because of a routine that he or
she has established.
A. Heart loyalty
B. Hand loyalty
C. Head loyalty

Tuần 2
Question 1 Please indicate which of the following is NOT one of the four steps of the
Selective Processes Theory:
A. Selective Comprehension
B. Selective Exposure
C. Selective Attention
D. Selective Retention
E. Selective Adaptation

Question 2 Please read the following definition:

People tend to seek out the viewpoints that they agree with.
Please indicate which step of the Selective Processes Theory, this definition corresponds to:
A. Selective Retention
B. Selective Attention (show attention to messages that they are interested in.)
C. Selective Exposure (people selectively expose themselves)
D. Selective Perception
E. Selective Comprehension

Question 3 Which is the correct order of the steps of effective communications?

a. Design communications
b. Identify target audience
c. Decide on the media mix
d. Determine communications objective
e. Select channels
f. Measure results
A. d, b, e, c, a, f
B. a, b, c, d, e, f
C. b, a, c, e, d, f
D. d, e, b, a, c, f
E. b, d, a, e, c, f

Question 4 Please indicate which of the following is NOT an external search source during
the consumer decision making process:
 A. Examining products in a store
B. Product usage experiences (trải nghiệm trực tiếp)
C. Friends
D. In-store displays
E. Consumer blogs

Question 5 Please indicate which of the following is NOT one of the dimensions of the FCB
Grid:
A. Affective
B. Low involvement
C. High involvement
D. Reactive
E. Thinking

Question 6 AIDA stands for attention, ________, desire and _________.

A. Intensity; appeal
B. Interest; action
C. Involvement; appeal
D. Involvement; action

Question 7 The first step of hierarchy of needs in which the consumer learns to recognize the
product or brand name is:
A. Preference
B. Conviction
C. Liking
D. Knowledge
E. Awareness

Question 8 ___________ effect occurs at the point where the advertising or

communication begins to affect consumer responses in a more positive direction and have a
greater incremental effect on sales. Which is correct to fill in the blank?
A. Diminishing returns
B. Wear-out
C. Threshold
D. Carry-over
E. Decay

Question 9 Which method of setting an integrated marketing communications budget is

based on the fallacy (sai lầm) that communications cause sales?
A. What you can afford budgeting
B. Percentage of sales budgeting
C. Payout planning budgeting
D. Objective and task budgeting
E. Meet the competition budgeting

Question 10
______________ budgeting is the allocation of marketing communications funds to match
the competitor’s level of spending. Which is correct to fill in the blank?
A. Objective and task
 B. What you can afford
C. Payout planning
D. Percentage of sales
E. Meet the competition (đáp ứng đối thủ cạnh tranh)

Tuần 3
Question 1 The leverage (đòn bẩy) point is the:
A. Design of the advertisement that attracts attention or presents information
B. Key idea or ideas that an advertisement is to convey
C. Theme that explains how the message will be delivered
D. Key element in an advertisement that activates a consumer's personal value
system

Question 2 An advertising appeal (bắt mắt) is the:

A. Key idea or ideas that an advertisement is to convey
B. Theme that explains how the message will be delivered
C. Key element in an advertisement that activates a consumer's personal value system
D. Design of the advertisement that attracts attention or presents information

Question 3 Which message strategy is linked with reasoning and thinking processes?
A. Cognitive
B. Affective
C. Resonance
D. Conative

Question 4 Which message strategy is most linked with emotions?

A. Cognitive
B. Affective
C. Conative
D. Hyperbole

Question 5 Ads using an informative executional framework are best suited for:
A. Brand image message strategies
B. Slice-of-life executions
C. High involvement (tham khảo) purchase decisions
D. Conative message strategies

Question 6 Which conventional message strategy is linked to impulse buys?

A. Resonance (sự cộng hưởng)
B. Promotional support
C. Unique selling proposition
D. Action-inducing

Question 7 A hyperbole (cường điệu) cognitive message strategy is a(n):

A. Direct promotion of product attributes
 B. Testable claim of superiority that can be supported or substantiated in some manner
C. Claim of superiority based on a specific product attribute intensely so that it cannot be
made by a competitor
D. Untestable claim based upon some attribute or benefit

Question 8 A negative comparison ad that causes people to dislike the sponsor brand may be
due to:
A. The preemptive claim of superiority
B. Internal cognitive consistency
C. A generic demonstration of product quality
D. Spontaneous trait transference

Question 9 Which type of executional framework seeks to convince buyers that a product is
superior through using some type of expert or evidence?
A. Authoritative (thẩm quyền)
B. Slice-of-Life
C. Dramatization
D. Fantasy

Question 10 When a product solves a daily life problem, which type of executional
framework do you think is more suitable for the product’s advertising?
A. Informative
B. Slice-of-life
C. Fantasy
D. Authoritative

Tuần 4

Question 1 ___________ is the concept under which a company integrates(tích hợp) and
coordinates its many communications tools to deliver a clear, consistent, and compelling
message about the company and its products.
A. The marketing mix
B. Integrated channel management
C. Integrated marketing communications
D. Integrated demand characteristics

Question 2 ________ is a marketing communications tool in which marketers are able to

present their brands 'naturally' within a TV show or movie for a fee.
A. Viral marketing
B. Sponsorship
C. Product placement (đặt sp)
D. Public relations

Question 3 ________ is used to influence the way an organization is perceived by its various
stakeholders (các bên liên quan)
 A. Public relations
B. Viral marketing
C. Sponsorship
D. Product placement

Question 4 Which tool of the marketing communications mix consists of short-term

incentives to encourage consumers to purchase a product or service?
A. Sponsorship
B. Viral marketing
C. Public relations
D. Sales promotions

Question 5 ________ is a type of marketing communication in which consumers pass along

marketing content of a brand to others through the Internet. Consumers do this without
receiving a fee, and the content is often creative and provocative.
A. Viral marketing (tiếp thị lan truyền)
B. Guerilla marketing
C. Public relations
D. Sponsorship

Question 6 If a company wants to build a reputable "corporate image," it will most likely
use which of one the following marketing communications mix tools?
A. Public relations
B. Viral marketing
C. Product placement
D. Sponsorship

Question 7 When a company aims to reach masses of potential consumers that are
geographically dispersed at a low cost per exposure, the company will most likely choose
which of the following marketing communications tools?
A. Advertising
B. Sponsorship
C. Sales promotions
D. Public relations

Question 8 If McDonalds includes a free toy from a Disney movie in its happy meals for
kids, what type of sales promotion is used?
A. Price-off
B. Coupons
C. Premiums
D. Sampling

Question 9 ________ is a tool that allows consumers to try out products without the risk of
deviating from a product that they already know.
A. Sampling (mẫu thử)
B. Coupons (phiếu giảm giá)- disadvantage: It can be difficult to estimate how many
consumers will use a coupon and when.
C. Price-off
 D. Premiums

Question 10 ________ is a practice that helps search engines to reach the content in our
websites more effectively through organic (not paid) searches.
A. Content marketing
B. Guerilla marketing
C. Viral marketing
D. Search engine optimization (tối ưu hóa công cụ tìm kiếm)

Question 11: Which is NOT one of the 5 steps of building your brand portfolio?

A. Develop customer insights.

B. Omit portfolio opportunities.

C. Connect brand to business impacts.

D. None of the above.

5 Steps
(1) connecting the brand to business impacts.
(2) building a fact base.
(3) developing customer insights.
(4) creating portfolio scenarios.
(5) to define a roadmap to achieve growth.

22. In which part of evaluating your Brand bank is figuring out how to use existing
brand platforms for growth?

A. Leverage (đòn bẩy)

B. Protect

C. Build

D. None of the above.

23. You notice that your brand is losing market share to old competitors and
new entrants. What does this mean?

A. Your target audience does not find your brand relevant.

B. Your target audience finds your products too expensive.

C. Your target audience is getting overwhelmed with the various options in the
market.

D. Both A and B are correct.

112. Please indicate which of the following is NOT one of the four steps of the Marketing Process:
A. Create Value

B. Capture Value

C. Manage Value

D. Understand Value

(Giải thích: The four steps of the marketing process are typically:

Understand Value: Understanding the marketplace and customer needs and wants.

Create Value: Designing a customer value-driven marketing strategy and delivering value.

Capture Value: Capturing value in return through profits and customer equity.

Build Relationships: Building strong customer relationships and satisfaction.

“Manage Value” is not one of these steps)

113. __________ is the process of dividing a market into smaller groups of buyers with distinct
needs, characteristics, or behaviors who might require separate products or marketing mixes.

A. Segmentation

B. Targeting

C. Mass marketing

D. Positioning

(Đáp án A đúng vì: Segmentation is the process of dividing a market into smaller groups of buyers with
distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. It is a
fundamental step in the marketing strategy to identify and address the specific needs of different groups
within a market)

114. __________ is the process of evaluating each market segment’s attractiveness and selecting one
or more segments to enter.

A. Positioning

B. Mass marketing

C. Targeting

D. Segmentation

(Đáp án C đúng vì: Targeting is the process of evaluating each market segment's attractiveness and
selecting one or more segments to enter. It involves choosing specific groups of customers that a company
will focus its marketing efforts on)
115. Please indicate which of the following is NOT a customer retention activity?

A. Continuity programs

B. Product improvements

C. Community building

D. Personal selling

(Đáp án D đúng vì: Personal selling is primarily a customer acquisition activity, as it focuses on direct
interaction with potential customers to persuade them to purchase a product or service. While it can
contribute to retention indirectly by fostering relationships, it is not typically categorized as a core
customer retention activity)

116. _________ of brand awareness refers to how easily customers can recall or recognize the brand.

A. Breadth

B. Depth

(Giải thích: Depth of brand awareness refers to how easily customers can recall or recognize a brand. It
indicates the strength of the brand's presence in a customer's mind and how likely it is for a customer to
think of the brand when making a purchase decision.

In contrast, breadth refers to the range of purchase or usage situations in which the brand comes to mind)

117. _________ of brand awareness refers to the range of purchase and consumption situations
where the brand comes to mind.

A. Depth

B. Breadth

(Giải thích: Breadth of brand awareness refers to the range of purchase and consumption situations
where the brand comes to mind. It indicates how versatile the brand is in being associated with different
contexts or usage scenarios.

For example, a brand with high breadth awareness might be thought of not only for breakfast but also for
snacks and desserts)

120. The range of purchase and consumption situations where the brand comes to mind is
considered as:

A. Depth of brand awareness

B. Brand meaning

C. Breadth of brand awareness

D. Brand equity

What is the element of an advertisement that establishes the link between product benefit and
consumer’s value system?

A. message theme

B. appeal

C. executional framework

D. leverage point

(Giải thích: The leverage point in an advertisement is the element that establishes the link between the
product's benefit and the consumer's value system. It connects the product's attributes or benefits to deeper
emotional or personal values, motivating the consumer to take action or form a positive perception of the
product)

139. Please indicate the dominant message strategy used in the below visual:

Pre-emptive

Emotional

Hyperbole

Action inducing

Generic

140. A cognitive message strategy:

is the manner in which an ad appeal is presented

invokes feelings or emotions and matches these with the good, service, or company being advertised
is designed to lead more directly to some type of consumer behavior

is the presentation of rational arguments or pieces of information to consumers

141. An affective message strategy:

is the manner in which an ad appeal is presented

is designed to lead more directly to some type of consumer behavior

is the presentation of rational arguments or pieces of information to consumers

invokes feelings or emotions and matches these with the good, service, or company being advertised

142. Please indicate the dominant message strategy used in the below visual:

Emotional

Pre-emptive

Unique selling positioning

Generic

Action inducing

143. The two types of affective message strategies are:

resonance and emotional

preemptive and unique selling proposition

emotional and hyperbole

affective and conative

144. Which message strategy is designed to trigger impulse buys?

affective

resonance

unique selling proposition

conative

145. Please indicate the dominant message strategy used in the below visual:

Comparative

Emotional

Unique selling positioning

Action inducing

Generic

146. Which conative message strategy is linked to promotions, such as coupons, premiums, and
sweepstakes?

A. unique selling proposition

B. emotional

C. action-inducing

D. promotional support

147. The leverage point is the:

A. Key element in an advertisement that activates a consumer’s personal value system

B. Theme that explains how the message will be delivered

C. Key idea or ideas that an advertisement is to convey

D. Design of the advertisement that attracts attention or presents information

148. An advertising appeal is the:

A. Key element in an advertisement that activates a consumer’s personal value system (sai)

B. Theme that explains how the message will be delivered

C. Key idea or ideas that an advertisement is to convey (sai)

D. Design of the advertisement that attracts attention or presents information

Using the different types of product categories reviewed, please classify the product that Tesla offered with
its Model S.

A. Functional, intangible and low involvement.

B. Emotional, tangible and low involvement.

C. Emotional, intangible and high involvement.

D. Functional, tangible and high involvement.

168. Which of the product strategies below did Tesla use when they decided to launch the Model S?

A. Market development.

B. Market penetration.
C. Augment the depth of their product mix.

D. Diversification.

E. Repositioning the brand.

169. Which of the following is true regarding the main aspects of Tesla´s strategy?

A. Not focused on the technological content, but on design and on the benefits for the client, producing
disruptive products with an existing technology, and proprietary systems unable to “communicate” with
others.

B. Focused on the technological content, instead of design, producing products with a complete
revolutionary technology, and proprietary system unable to “communicate” with others.

C. Focused on the technological content, instead of design, producing products with completely
revolutionary technology, and a proprietary system able to “communicate” with others. (sai)

D. Not focussed on the technological content, but on design and on the benefits for the client,
producing disruptive products with an existing technology, and a proprietary system able to
“communicate” with others.

170. What are the main aspects that Tesla took into consideration to carve out a niche as a manufacturer to
demonstrate that creating electric vehicles was viable?

A. Fully electric premium/luxury sports cars with sleek design, innovative technology and robust
brand image.

B. Fully electric premium/luxury sports cars with poor design, but innovative technology and indifferent
brand image.

C. Premium/luxury sports cars with sleek design, completely revolutionary technology and indifferent
brand image.

D. Fully electric premium/luxury cars with poor design and technology, but a very robust brand image.

171. One of the following criteria for evaluating brand strategies is the main one Tesla should always keep
in mind.

Which of the following answers explains what it means for Tesla to be relevant?

A. It means that the brand has high awareness among all consumers.

B. It means that the brand has to use content and sponsorships in a strategic way.

C. It means that all brand-related topics are connected.

D. It means being meaningful to your target customers.

E. None of the above.

172. Read the following three sentences about Tesla Model S and answer the question below:

Sentence 1: Performance and safety refined

Sentence 2: Technology and speed

Sentence 3: To adventures and natural experiences

Which of the following is Tesla Model S main essence?

A. Sentence 1.

B. Sentence 2.

C. Sentence 3.

173. Which one of the following is NOT a logical organizing principle for Tesla Model S:

A. By safety.

B. By color.

C. By innovation.

D. By design.

D. By eco-friendliness

174. If Tesla Model S raises prices while the competition maintains prices, what will happen most likely
with Model S sales volume?

A. Drop.

B. Increase.

C. Remain unchanged.

175. According to Prospect Theory, when offering a discount on Model S, do consumers prefer a $500
discount on a $50,000 product or $5,000 product?

A. $50,000.

B. $5,000.

C. Consumers appreciate the discount equally.

176. According to the theory of price endings, at what price would you expect to sell the largest volume of
Tesla Model S?

A. $69,899.

B. $69,900.

C. $69,894.

177. In the case we would like our customers to feel less pain of paying when buying a Tesla Model S,
should we encourage cash or credit card payments?

A. Credit card payments.

B. Cash payments.

C. In both cases the customer would feel the same pain of paying.

178. What would be the consequences if Tesla decided to reduce the deposit for Model S from 50% to
around 5% to 10%?

A. Less sales volume.

B. Nothing would have changed.

C. Increase sales volume.

179. Would you say Tesla Model S applies price customer based discrimination depending on who is
purchasing the car?

A. Yes, they gave discount to people over 65.

B. Yes, they gave a most interest rate to housewives.

C. Yes, they offered a special price for handicapped people.

D. No, they offer the same price to all customers.

180. When talking about Tesla Model S Price, would you say it is:

A. Economy pricing.

B. Premium pricing.

C. Price Skimming.
181. What type of channel does Tesla use to deliver Model S to its customer?

A. Direct.

B. Indirect.

C. Multi-Channel.

182. Why were various dealer groups in the US upset with Tesla?

A. Tesla offered extremely flexible financing plans to its potential buyers.

B. Tesla’s product output was much faster than the traditional car manufacturer, resulting a drop in sales
for traditional dealers.

C. Tesla created its own direct distribution system by selling directly to customers at its own stores
rather than through franchise dealers.

D. Tesla publicly bashed franchise dealers about their lack of efficiency and customer-satisfaction rates.

183. Instead of opening large-scale dealerships in US towns, what did Tesla decide to do to reach potential
buyers?

A. They created smaller showrooms in high foot-traffic areas where potential customers could drop
by on impulse and learn about their cars.

B. They increased their marketing budget to spend more on online advertising and SMO to bring more
people to their website.

C. They rented large portions of lots from already-existing dealerships to showcase their cars.

D. None of the above.

184. Which one of the following is NOT a reason Tesla stays away from traditional franchise dealerships?

A. They wanted to stay away from the idea of a traditional franchise dealerships because they didn´t
want to have yet a better market coverage.

B. They believed selling in a traditional dealership would be a conflict of interest, as traditional dealerships
also sell gas cars.

C. They wanted to avoid large inventory costs involved in storing bulk.

D. They wanted to differentiate themselves from traditional car manufacturers.

185. What is NOT one reason Tesla has been thinking of changing to a traditional dealership distribution
channel strategy?
A. It would give them access to more customers to achieve its sales growth objectives.

B. It would give them better market coverage.

C. It would give them more mass media exposure.

186. Which one of the steps in designing a distribution channel did Tesla’s

doubt in opening traditional dealerships fall under?

A. Analyzing customers wants and needs.

B. Establishing channel objectives and constraints.

C. Identify and evaluate major channel alternatives.

187. Which of the following did Tesla capitalize on when developing a sustainable competitive advantage?

A. Unique merchandise. (sai – không chọn đáp án A)

B. Distribution and information systems.

C. Vendor relations.

D. All of the above.

188. As the Model S has already been launched, in which phase of the marketing process is this product
in?

A. Understand value.

B. Create Value.

C. Deliver Value.

D. Capture Value.

189. According to what you have read in the case, which of the following customer acquisition activities
has Tesla engaged in?

i. New product development

ii. Sampling

iii. Trial Promotions

iv. Coupons
A. i and ii

B. i, ii and iv

C. ii and iii

D. ii, iii and iv

190. What was the intention of Tesla´s communication campaign when launching Model S?

A. To retain current consumers.

B. To gain new consumers.

191. When a Tesla driver states that he drives a Tesla because “… Elon Musk is my hero”, what type of
brand loyalty is he/she exhibiting:

A. Head loyalty.

B. Heart loyalty.

C. Hand loyalty.

192. When launching Model S, the fact that Elon Musk did a number of interviews that were uploaded to
Youtube, helped Tesla:

A. Create awareness.

B. Disseminate information.

C. Change attitude.

D. Change behavior.

193. What type of spokesperson is Elon Musk for the marketing communications of Tesla?

A. Celebrity.

B. CEO.

C. Expert.

D. Typical person.
194. In the case you can see that one of the most used methods of Tesla to gain awareness was allowing
journalists and influencers of the industry into the cars so they would talk about them (without getting
paid). What type of communication would this be?

A. Guerrilla Marketing.

B. Sponsorships.

C. Cause Related Marketing.

D. Publicity.