1.

Which strategy is not part of the marketing system - Mix

a. Market penetration strategy _ _ (chiến lược xâm nhập thị trường)

b. Selling price strategy PRICE

c. Marketing strategy _ PROMOTION

d. Product strategy PRODUCT

2. following market segments does Vinamilk 1,2,3 use ?

a. Sex

b. Age

c. Mentality

d. Habit

3. output and revenue increase sharply?

a. Saturation phase

b. Growth phase

c. Recession period

d. Introduction stage

4. output and revenue maximal ?

a. Saturation phase

b. Development stage

c. Recession period

d. Introduction stage

5. The market segment is :

a. Dividing the market into groups with similar needs and characteristics

b. Customers are selected by businesses to meet their needs

c. Dividing the market into different subgroups

d. A group of customers who respond equally to the same set of marketing stimuli by

a firm
6. The target market is :

a. Dividing consumers into groups with specific needs

b. Many customer groups have consumption needs

c. Dividing the market into several subgroups

d. Customers are selected by businesses to meet their needs

7. Which factors do not belong to the macro environment of the enterprise:

a. Technological environment , cultural environment

b. Competitors, the public

c. Natural environment , legal environment

d. Demographic environment c, economic environment

8. Which of the following is not part of the STP process?

a. Market Segment

b. Target market selection

c. Market positioning

d. Identify existing competitors in the market segment

9. When marketing was born, what problem was solved?

a. Consumption b. Manufacturing

c. Design d. Personal sales

10. When passing Quach Thi Trang construction site, many people noticed a very large TV

screen showing many images of Samsung products, what form of communication is this?

a. Personal selling b. TV

c. Promotion d. Advertisement

11. The goal of "reminder" of the media is to :

a. Create trust for customers b. Propagate

c. Protect market share d. Entice customers

12. Which of the following regions is difficult to implement Marketing activities?

a. South West Region b. North Central

c. Mountains and plateaus d. Southeast region

13. Marketing from its inception until now is divided into how many stages?

a. 1 stage b. 2 stages

c. 3 stages d. 4 stages

14. Stage 2 of Marketing is also known as:

a. Modern marketing b. Traditional marketing

c. Outdated marketing d. Modern marketing

15. The marketing motto in the traditional period is:

a. Meeting the needs and requirements of customers b. Mass production

c. Sell what the business has d. Sell what the customer needs

16. The marketing motto in phase 2 is:

a. Sell what the business has b. Sell like competitors

c. Sell differently from competitors

d. Satisfying customer needs and requirements

17. Natural needs (need) are:

a. Man's wishes are hard to come by

b. Demand to be able to pay

c. The feeling of lack that people feel

d. Value of a product

18. Market demand is:

a. Man's wishes are hard to come by

b. Demand to be able to pay

c. The feeling of lack that people feel

d. Value of a product

19. Marketing thrives in which city?

a. Can Tho

b. Hai Phong

c. Danang

d. City. Ho Chi Minh

20. How many main functions does Marketing have?

a. 3 functions

b. 4 functions

c. 5 functions

d. 6 functions

21. The adaptive function of marketing has the following tasks:

a. Making products that match customer needs

b. Organizing the movement of goods after production to consumption

c. Implement price control activities

d. Stimulate impact and promote consumption

22. The marketing function has the following tasks:

a. Making products that match customer needs

b. Organizing the movement of goods after production to consumption

c. Implement price control activities, business methods and the art of selling

d. Stimulate impact and promote consumption

23. Marketing – Mix has how many components?

a. 3 ingredients

b. 4 ingredients

c. 5 ingredients

d. 6 ingredients

24. Promotion activities belong to which component of Marketing - Mix?

a. Product
b. Price

c. Place

d. Promotion

25. The different activities of the company that bring the product to the target customers

are part of which part of the Marketing-Mix?

a. Product b. Price

c. Place d. Promotion

26. How many steps does the consumer shopping process have?

a. 3 steps b. 4 steps

c. 5 steps d. 6 steps

27. The fourth step in the consumer buying process is:

a. Information search b. Evaluation of possibilities

c. Purchase decision d. Review after purchase

28. What is “Advertising” in stimulating consumer demand?

a. Internal actors b. External actors

c. Traditional actors d. Modern actor

29. What step in the consumer shopping process is collecting product-related information?

a. The need arises b. Look for information

c. Assessment of possibilities d. Make a decision to buy

30. Compare the features and uses of this brand with other brands in which step in the

consumer's shopping process?

a. The need arises b. Look for information

c. Assessment of possibilities d. Make a decision to buy

31. The factors that have the most profound influence on consumer buying behavior are:

a. Cultural factors b. Social factors

c. Customer status factor d. Personal characteristics factor

32. Consumers' buying behavior is influenced by music stars, movies, football, etc.,

because of which factors?

a. Cultural factors b. Social factors

c. Customer status factor d. Personal characteristics factor

33. What element does “internal conflict” belong to when analyzing the SWOT matrix?

a. Opportunity b. Risk

c. Strengths d. Weakness

34. Which of the following is not a microenvironment?

a. Customer factor b. Economical factors

c. Supplier factor d. Competitor factor

35. What is the “financial capacity of the enterprise” in the microenvironment?

a. Internal environment of the business

b. Marketing intermediary environment

c. Public environment

d. Competitor environment

36. Comment "technology in the world is developing very quickly, creating conditions for

businesses to develop products" belongs to which element in SWOT matrix analysis?

a. Strengths b. Weakness

c. Opportunity d. Risk

37. The activity of “dividing the overall market into smaller groups on the basis of

differences in needs, wants and behaviors” is called:

a. Market positioning b. Market Segment

c. Market segmentation d. Target market selection

38. “STP” stands for:

a. The process of selecting and recommending marketing decisions

b. Target market selection process

c. Market segmentation process

d. Market segmentation process

39. Define market segmentation criteria for the following case: “X-men shampoo is a

shampoo exclusively for men with a formulation suitable for men's skin and hair"

a. Geographical criteria b. Psychological criteria

c. Criteria on population - society d. Criteria on consumer behavior

40. "When segmenting the market, it is necessary to pay attention to the lifestyle, opinion,

and personality of consumers", this comment relates to which market segmentation

criteria?

a. Geographical criteria b. Psychological criteria

c. Criteria on population - society d. Criteria on consumer behavior

41. When an enterprise selects a single market segment, what criteria should the enterprise

prioritize ?

a. Standards of goals and resources of the enterprise

b. Maximum savings standard

c. Maximum profit standard

d. Market coverage standard

42. How is the option to cover the entire market suitable for businesses of any size?

a. Small scale b. Medium size

c. Small and medium size d. Large scale

43. What is the "location charting" step in the process of developing positioning strategy?

a. Step 2 b. Step 3

c. Step 4 d. Step 5

44. When buying an air conditioner at Nguyen Kim electronics supermarket, customers get

free delivery and installation. Which part of the product does this activity belong to?

a. Specific ingredients b. Additional Ingredients

c. Core components d. Service components

45. Which marketing strategy should be used in the saturation phase?

a. “Harvest enhancement” b. Decided to stop production

c. Focus on persuading customers d. Promote advertising

46. A sharp decline in corporate sales is characteristic of which stage of the product life

cycle?

a. Implementation phase b. Growth phase

c. Saturation period d. Recession period

47. The “benefit” element in the product innovation strategy should be designed for which

audience will perceive it?

a. Enterprise b. Consumers

c. Marketing intermediaries d. Sales agent

48. A part of a trademark that is only recognizable and unreadable is called:

a. Brand name b. Functions of trademarks

c. Trademark mark d. Value of the brand

49. What should not be done when choosing a trademark?

a. Soft tones b. Brief

c. Impress d. Pronunciation is difficult

50. Clean Green Ballpoint Pen Company prices its products by cost, the production cost of

a ballpoint pen is 2,000 VND, the company wants a profit of 20%. So how much should

the company offer/product?

a. 2,200 VND b. VND 2,400

c. 1,800 VND d. VND 2,600

51. Sa Sa Beverage Company price products according to cost, the production cost of 1

soft drink bottle is 6,000 VND, the company offers a selling price of 7,500 VND/soft drink

bottle. So what is the company's profit?

a. 25% b. 20%

c.15% d. 30%

52. “High price contributes to the image of a high quality product” is the advantage of

which pricing strategy?

a. Two or more part pricing strategy

b. All-inclusive pricing strategy

c. The "skimming" strategy

d. Market penetration pricing strategy

53. Indicate the object that is not a distribution intermediary:

a. Retailer b. Broker

c. Agent d. Producer

54. A zero-level channel with distribution intermediaries is:

a. Consumer customers b. Retailers

c. No distribution intermediaries d. Authorized dealer

55. What is the function of loading and unloading and packing in distribution?

a. Freight

b. Change of property ownership

c. Two-way communication

d. Risk sharing

56. Breaking down products into parts and aggregating them in a single price is the modus

operandi of the strategy:

a. “Skip the whey” b. Market penetration

c. Package pricing d. Multi-part pricing

57. Persons who directly buy goods from manufacturers and resell them to retailers are

called:

a. Consumers b. Businessman
c. Salesperson d. Carrier

58. Helping manufacturers avoid stagnation is a function of which distribution channel?

a. Capital turnover function b. Information function

c. Risk sharing function d. Possession function

59. What type of distribution channel is the retailer the sole intermediary of?

a. Channel 1 level b. 2 level channel

b. 3-level channel d. Channel 0 level

60. The function of changing the ownership of the distribution channel's assets has the

following tasks:

a. Transfer of ownership of goods from consumers to producers

b. Transfer of ownership of money from producer to consumer

c. Transfer of ownership of goods from producer to consumer and ownership of

currency from consumer to producer

d. Transfer of ownership of goods from consumers to producers and ownership of money

from producers to consumers

61. Positioning a product in a marketing strategy is:

a. Make a difference with the products of competitors in the market

b. Bring the company's products to the hands of consumers through sellers

c. To focus resources effectively on the realization of Marketing objectives.

d. Compare the company's products with those of competitors by consumers

62. The person who entrusts the enterprise to carry out the task of consuming goods and

receiving the producer's commission is called:

a. Wholesaler b. Retailer

c. Broker d. Agent

63. What distribution strategy should Clear shampoo products use?

a. Wide distribution strategy

b. Exclusive distribution strategy

c. Competitive distribution strategy

d. Selective distribution strategy

64 . The modern distribution system is through:

Market b. Shop

c. Supermarket d. Sales team

65. Product life cycle goes through stages:

a. Introduction - development n - recovery - recession

b. Introduction u – growth – saturation – recession

c. Development - maturation - decline - destruction

d. Development - maturation - recession - recovery

66. During which time do promotions increase sales?

a. Short and long term b . Mid-term

c. Long term d. Short-term

67. Product advertising is:

a. Form c increases production efficiency through the help of media

b. Form of product promotion for customers and distributors

c. Form of selling products to customers through mass media

d. Use the mass media to spread information about the product

68. What is an advantage of which form of communication is the message that is objective

and honest?

a. Public relations b. Personal sales

c. Advertising d. Transfer information

69. Objectives for a communication program are generally implemented in the following

order:

a. Persuade – remind – inform

b. Inform – persuade – remind

c. Inform – remind – persuade

d. Remind - inform - persuade

70. Customer conference is an activity of which form of communication?

a. Advertising b. Promotion

c. Public relations d. Personal sales

71. Personal selling has the following advantages:

a. Maximize your revenue

b. Easily provide complete information to customers and collect information from

customers

c. Easily disseminate information widely in the mass media

d. A profound impact on society's understanding of business

72. When entering the market for the first time, which target should businesses prioritize

for their product's communication program?

a. Persuasion b. Remind

c. Dragging d. Notify

73. What is not part of the AIDA ad request model?

a. Make a complete distinction b. Create desire

c. Attract attention d. Create interest

74. When buying Hao Hao instant noodles, customers are given a lucky draw ticket for a

chance to win an Atila motorbike, the business has used the form of communication:

a. Advertising b. Promotion

c. Propaganda d. Cheer

75. Marketing communications are:

a. Seller's activities influence the psychology of buyers to access their needs for products

b. Activities to stimulate purchase by winning certain benefits for customers

c. All activities undertaken by a business to maintain a place in the minds of target

customers and promote their buying behavior.

d. Run action programs to gain public understanding and acceptance of the product

MULTIPLE-CHOICE QUESTIONS

1, The term marketing refers to:

a. new product concepts and improvements

b. selling

c. advertising and promotion activities

d. a philosophy that stresses customer satisfaction

e. planning sales campaigns

ANS: D

2, _____ is a key ingredient in the philosophy of marketing; it occurs when people give up
something

in order to receive something that they would rather have.

a. Exchange

b. Synergy

c. Transformation

d. Leveraging

e. Reciprocity

ANS: A

3, The concept of exchange is important to marketing because:

a. if all the conditions for an exchange are in place, then the exchange will be

completed

b. exchange provides money to marketers

c. marketing activities help to create exchange

d. marketing activities are a requirement for exchange to take place

e. money is the only medium of exchange for business marketers

ANS: C

Marketing activities help the exchange to take place, but marketing can occur
without an

exchange.

4, Which of the following is NOT a marketing management philosophy?

a. sales orientation

b. societal marketing orientation

c. market orientation

d. profitability orientation

e. production orientation

ANS: D

5, The _____ orientation assumes people will buy more if aggressive selling techniques are
used.

a. market

b. sales

c. customer

d. production

e. exchange

ANS: B

The sales orientation assumes aggressive selling is what is needed to increase demand.

6, A company that has a market orientation and adheres to the marketing concept does

NOT:

a. integrate all the activities of the firm to satisfy customer wants

b. focus on consumer needs and wants

c. differentiate the firm's products from its competitor's products

d. fuel sales growth through the application of aggressive sales techniques

e. concentrate on long-term goal achievement (such as profits and growth) for

the firm

ANS: D

Aggressive sales techniques are part of the sales orientation and are not needed if a company is

meeting needs and wants of its customers.

7, The statement, "Marketing should be introduced at the beginning rather than

the end of the

production cycle and integrated into each phase of the business," is consistent
with a(n) _____

orientation.

a. production

b. market

c. retail

d. sales

e. enterprise

ANS: B

Understanding the competitive arena and competitors' strengths and weaknesses is a

critical

component of market orientation.

8, The marketing concept includes a goal orientation to remind managers that:

a. achieving long-term organizational goals is as important as satisfying

customers

b. customers must be satisfied no matter what the long-term effect on the firm

c. the only reason for any business to exist is to make a profit

d. the objective is to find a target market that differs from that of the competition
e. functional integration of all departments is useful but not essential

ANS: A

The goal orientation refers to the company's goals, such as profit, growth, service, and survival.

9, An organization with a(n) _____ believes that it exists not only to satisfy customer wants and
needs

and to meet organizational objectives but also to preserve or enhance individuals' and society's
long-

term best interests.

a. sales orientation

b. market orientation

c. ethical business mission

d. focused target market strategy

e. societal orientation

ANS: E

10, Which of the following statements about the societal orientation is true?

a. Companies that protect the environment by using all-natural materials in their

products are showing a societal marketing orientation.

b. Marketers cannot deliver all benefits sought by customers because these

benefits may not be in the long-term best interests of the customers.

c. The societal marketing concept is an important refinement of the market

concept.

d. Organizations have both a social and economic justification for their existence.

e. All of these statements about the societal orientation are true.

ANS: E

11, _____ is defined as the relationship between benefits and the sacrifice necessary to obtain
those

benefits.
a. Opportunity cost

b. Marketing utility

c. Market quality

d. Satisfaction percentage

e. Customer value

ANS: E

12, When customer expectations regarding product quality, service quality, and value-based
price are

met or exceeded, _____ is created.

a. a value line

b. a quality rift

c. planning excellence

d. customer satisfaction

e. expectation satisfaction

ANS: D

13, What is the fundamental objective of most businesses?

a. employee empowerment, teamwork, and relationship marketing

b. satisfied stakeholders

c. low costs and high quality

d. customer loyalty and retention

e. survival, profits, and growth

ANS: E

The use of marketing allows businesses to achieve this objective.

14, Corporate social responsibility is defined as the:

a. belief that the legal system defines ethical behavior

b. development of inclusive codes of ethics

c. rules by which social rewards are attained

d. concern for social welfare by businesses

e. coordination of social programs for publicity purposes

ANS: D

15, Corporate social responsibility:

a. is mandated by federal law

b. requires companies to sacrifice economic performance for the sake of their

stakeholders

c. does not influence competition

d. may not always result in profit and growth

e. is unaffected by environmental changes

ANS: D

16, _____ is the idea that socially responsible companies will outperform their peers by focusing
on

the world's social problems and viewing them as opportunities to build profit and help the
world at the

same time.

a. Sustainability

b. Philanthropy

c. Cause marketing

d. Creative ethics

e. International ethics

ANS: A

17, The four components of the pyramid of corporate social responsibility are:

a. sustainability, creativity, profit, and culture

b. organizational culture, creativity imagery, economic performance, and

objectivity
c. organizational, financial, social, and cultural responsibilities

d. sustainability, legality, creativity, and competition

e. economic, legal, ethical, and philanthropic responsibilities

ANS: E

18, Which of the following statements describes ethics?

a. Ethics are the moral principles or values that generally govern the conduct of

an individual.

b. Ethics is the standard of behavior by which conduct is judged.

c. Morals are a foundation for ethical behavior.

d. Ethical values are situation specific and time oriented.

e. All of the statements describe ethics.

ANS: E

19, A(n) _____ is a defined group that managers feel is most likely to buy a firm's product.

a. target market

b. buying center

c. aggregated unit

d. consumer cluster

e. demographic sample

ANS: A

20, Which of the following statements best describes the typical target market?

a. A target market will remain stable over time, with the same group of consumers.

b. Target markets change over time as consumers drop in or out of the market, and as tastes
change.

c. Target markets are not strongly affected by changes in the external environment.

d. Target markets only change when the features and benefits of the product offering change.

e. Target markets cannot be specifically defined according to age, income, or location because
these
factors are continually changing.

ANS: B

Target markets are defined and described, but they are always changing in
response to

environmental changes.

21, The external environment:

a. can be controlled in much the same manner as the internal marketing mix

b. cannot be influenced by marketing managers

c. does not change over time

d. does not have an impact on Fortune 500 companies

e. must be continually monitored by marketing managers

ANS: E

22, The external environment is a strong influence on a target market and can be a source of
_____ for

the marketing manager.

a. opportunities and threats

b. threats and strengths

c. environmental loopholes

d. opportunities and weaknesses

e. product myopia

ANS: A

The external environment can provide opportunities to serve new and changing needs, as well
as

warnings about changes that could threaten the current position of the firm. Students will need
to

remember what a SWOT analysis is to answer this question.

23, What is apparently the most difficult external variable for marketing managers
to forecast,
influence, or integrate into marketing plans?

a. technology

b. social factors

c. demography

d. competition

e. economic conditions

ANS: B

Social factors and changes are difÏcult to foresee, because they are usually slow and/or small

changes. Also, it is very difÏcult for one company to affect social factors in any
appreciable

manner.

24, When a company engages in _____, it is implementing strategies that attempt to shape the
external

environment in which it operates.

a. synergistic control

b. environmental management

c. transactional management

d. market control

e. reactive management

ANS: B

25, _____ factors are the environmental factors concerned with the changes in
people's values,

lifestyles, and family roles.

a. Social

b. Economic

c. Political

d. Competitive
e. Demographic

ANS: A

26, What do self-sufÏciency, upward mobility, and conformity have in common?

a. These are no longer valued attitudes.

b. They are attitudes that can easily be changed.

c. These are three perceptions that Americans have of the Asian lifestyle.

d. These are three of the core values that have influenced lifestyles in the United

States.

e. They are the determinants of a component lifestyle.

ANS: D

The fourth value is work ethic.

27, The study of people's vital statistics, such as their ages, births, deaths, and locations, is
called:

a. cultural sociology

b. psychometrics

c. ecology

d. ethnography

e. demography

ANS: E

28, Which of the following is NOT a demographic characteristic of a population?

a. income level

b. age

c. values

d. education

e. birthrate

ANS: C
Values are a social factor

29, Factors, such as interest rates, inflation, and consumer income that influence
the marketing

environment, are called _____ factors.

a. economic

b. socio-demographic

c. political

d. government

e. consumption

ANS: A

30, A period of economic activity when income, production, and employment tend to fall,
reducing

overall demand, is called:

a. stagnation

b. an inflation

c. a recession

d. price escalation

e. a depression

ANS: C

31, Which of the following is sometimes an effective weapon for fighting inflation and
recession?

a. technology

b. line extensions

c. increased capital gains taxes

d. introducing product-line extensions

e. reducing R&D expenditures

ANS: A
32, Research that attempts to expand the frontiers of knowledge rather than
solving a specific,

pragmatic problem is called:

a. technical diversity

b. reactive research

c. applied research

d. experiential research

e. basic research

ANS: E

33, Laws and regulations of various governments and their ongoing development and change
are an

example of _____ factors and are part of all organizations' external environment.

a. economic investment

b. political and legal

c. research and development

d. competitive

e. demographic

ANS: B

34, ___ is the managerial process of creating and maintaining a fit between the
organization's

objectives and resources and evolving market opportunities.

a. Tactical management

b. The market audit

c. Functional planning

d. Environmental scanning

e. Strategic planning

ANS: E
35, _____ is the process of anticipating events and determining strategies to achieve
organizational

objectives.

a. Planning

b. Portfolio evaluation

c. Forecasting

d. Implementation

e. Evaluation

ANS: A

36, Marketing plans should be written to do all of the following EXCEPT:

a. compare actual and expected performance

b. provide clearly stated activities

c. create common goals for employees to work toward

d. allow managers to enter the marketplace with an awareness of possibilities

and problems

e. control the elements of the external marketing environment

ANS: E

Marketing environment variables cannot be controlled.

37, Which of the following is one of the elements of the marketing plan?

a. a business mission statement

b. a situation analysis

c. a target market strategy

d. the marketing mix

e. all of the choices

ANS: E

38, The _____ answers the question, "What business are we in, and where are we going?"
a. mission statement

b. financial statement

c. situation analysis

d. market strategy

e. strategic plan

ANS: A

39, The focus of an organization's mission statement should be on:

a. the products it wishes to sell

b. the market it wishes to serve

c. its social responsibilities

d. the desires of government regulators

e. technologies it understands well

ANS: B

The choice of the market to serve determines the product and technology decisions.

40, A popular technique for managing a large organization with different technologies and
markets is

to divide it into:

a. strategic business units

b. different technologies

c. strategic target markets

d. design matrices

e. tactical segments

ANS: A

41, An SBU:

a. competes with the same companies as the other SBUs in the parent

organization
b. shares the same mission with all the other SBUs in the parent organization

c. controls its business independent of other SBUs in the organization

d. usually benefits from the combined corporate raw materials purchases

e. still has strategic planning performed back at corporate headquarters

ANS: C

SBUs have separate business functions from one another and have their own mission
statements,

markets, and planning.

42, After management agrees on a mission statement, it must set objectives. Which of the
following is

NOT a characteristic of a good objective?

a. profitable

b. realistic

c. measurable

d. time-specific

e. consistent

ANS: A

Good objectives are not necessarily stated in terms of profit.

43, A _____ is defined as a statement of what is to be accomplished through marketing

activities.

a. mission statement

b. business plan

c. marketing objective

d. goal-driven directive

e. marketing criteria

ANS: C

44, A _____ is a formal study conducted by an organization to ascertain its current

status and capabilities and its future expectations.

a. situation analysis

b. marketing audit

c. trend analysis

d. strategic alternative selection

e. competitive advantage audit

ANS: A

45, The SWOT acronym refers to a firm’s analysis of its:

a. sales, width of product mix, observations, and technology

b. situations, wealth, organizational strengths, and target markets

c. strengths, weaknesses, opportunities, and threats

d. service levels, willingness to spend, organizational culture, and total revenues

e. strategies, willingness to change, objectives, and trends

ANS: C

46, _____ is defined as the collection and interpretation of information about forces, events,
and

relationships that may affect the organization.

a. Market sampling

b. An internal audit

c. Opportunity analysis

d. Environmental scanning

e. Stakeholder analysis

ANS: D

47, _____ is a strategy of increasing market share for present products in existing markets.

a. Market penetration

b. Product development
c. Market development

d. Diversification

e. Product penetration

ANS: A

48, _____ is a strategy that attracts new customers to existing products.

a. Product development

b. Market development

c. Market penetration

d. Product penetration

e. Diversification

ANS: B

49, _____ is a strategy that creates new products for present markets.

a. Product penetration

b. Market penetration

c. Product development

d. Market development

e. Diversification

ANS: C

50, _____ is the strategy of increasing sales by introducing new products into new markets.

a. Product penetration

b. Product development

c. Market penetration

d. Market development

e. Diversification

ANS: E
51, The _____ is the unique blend of product, distribution, promotion, and pricing strategies
designed

to produce mutually satisfying exchanges with a target market.

a. internal environmental mix

b. marketing mix

c. product mix

d. product line

e. market portfolio

ANS: B

52, The starting point of any firm's marketing mix is the:

a. analysis of what production equipment is available and owned by the company

b. design of the promotion campaign to be used for the product

c. selection of the places through which the good or service will be sold

d. determination of the product's price, enabling future revenues and budgets to

be estimated

e. development of the good or service to be sold

ANS: E

The product is the starting point for any marketing mix. Without it, pricing,
distribution, and

promotion are irrelevant. The production capacity can be changed to fit the proposed product.

53, Making sure products are available when and where customers want them is the job of
which

element of the marketing mix?

a. advertising strategies

b. production strategies

c. product strategies

d. promotion strategies
e. distribution strategies

ANS: E

Distribution strategies make products available when and where customers want them.

54, Global marketing standardization:

a. is becoming less popular with the large multinationals

b. encourages product, packaging, and advertising variations for each nation or

local market

c. actually raises production costs

d. presumes markets throughout the world are becoming more alike

e. is more popular with consumer products than with industrial goods

ANS: D

With a global marketing standardization approach, a firm produces standardized products to be

sold the same way worldwide. This approach assumes all customers have the same needs and

wants.

55, A business thinking of expanding into global markets needs to examine all of the
following

external environments EXCEPT:

a. culture

b. political structure and actions

c. its marketing mix

d. natural resources

e. demographic makeup

ANS: C

The marketing mix is the keystone of a company's internal environment.

56, Central to any society is a common set of values shared by its citizens that determines what
is

socially acceptable. Marketers refer to these values collectively as a country's:

a. ethical system

b. culture

c. ethnocentricity

d. national personality

e. socialization

ANS: B

57, Which of the following is an important cultural factor that should be

considered by global

marketers?

a. competitive synergy

b. language

c. natural resources

d. technology sensitivity

e. level of economic development

ANS: B

58, Customer relationship management:

a. is often described as a closed-loop system

b. only involves personnel in marketing and management departments

c. organizes the company around functional departments

d. is a very simplistic method of encouraging customer satisfaction

e. is only a theory and has not been proven successful in any practical way

ANS: A

CRM is a company-wide business strategy designed to optimize profitability, revenue,

and

customer satisfaction by focusing on highly defined and precise customer segments.

59, The basic assumption of _____ is that marketing to repeat customers is more profitable
than
marketing to first-time buyers.

a. customer segmentation

b. predictive modeling

c. customer valuation

d. data manipulation

e. lifetime value analysis

ANS: E

Lifetime value analysis is a data manipulation technique that projects the future value
of the

customer over a period of years using the assumption that marketing to repeat customers is
more

profitable than marketing to first-time buyers.

60, Everyday information about developments in the marketing environment that managers
use to

prepare and adjust marketing plans is referred to as:

a. competitive intelligence

b. marketing information

c. decision support information

d. marketing research

e. observation

ANS: B

This describes marketing information, and accurate and timely information is the
lifeblood of

marketing decision making.

70, _____ is the creation of a large computerized file of customers’ and potential customers’
profiles

and purchase patterns.

a. Electronic targeting
b. Sampling procedure specification

c. Database marketing

d. Competitive data mining

e. Consumer behavior marketing

ANS: C

This is the definition of database marketing.

80, _____ is the process of planning, collecting, and analyzing data relevant to a marketing
decision.

The results of this analysis are then communicated to management.

a. Data collection

b. Artificial intelligence

c. Decision support

d. Marketing research

e. Single-source research

ANS: D

This is the definition of marketing research.

81, Marketing research has three functional roles. These roles are:

a. normative, descriptive, and explanatory

b. predictive, normative, and persuasive

c. descriptive, diagnostic, and predictive

d. flexible, interactive, and discovery-oriented

e. descriptive, explanatory, and predictive

ANS: C

The three roles are descriptive, diagnostic, and predictive.

82, Trade groups, commercial publications, and government departments can be used as
sources of:

a. secondary data
b. consensual information

c. primary data

d. artificial intelligence

e. marketing audits

ANS: A

Innumerable outside sources of secondary information exist, such as trade and

industry

associations, business periodicals, and government departments and agencies.

83, Information collected for the first time for the purpose of solving a particular problem
under

investigation is called _____ data.

a. primary

b. secondary

c. dichotomous

d. observation

e. convenience

ANS: A

This is the definition of primary data.

84, In-home personal interviews:

a. offer high-quality data at a high cost

b. offer the ability to obtain high-quality data at a low cost

c. are becoming increasingly more popular

d. are less expensive than mall intercepts

e. offer information of moderate quality but at a low cost

ANS: A

The cost of interviewer time and mileage is high, but these interviews yield high-
quality
information.

85, Telephone interviews offer:

a. speed in gathering data

b. a potential for reaching all households

c. few nonresponses

d. the ability to collect large amounts of complex data

e. the lowest-cost method for obtaining data

ANS: A

Telephone interviews are one of the fastest means for collecting data. See Exhibit 9.2.

86, _____ research depends on watching what people do.

a. Anonymous viewership

b. Observation

c. Interactive

d. Personal scanner

e. Survey

ANS: B

Observation research is a method that relies on four types of observation: people watching
people,

people watching an activity, machines watching people, and machines watching an activity.

87, An intelligence system that helps managers assess their competition and vendors in
order to

become more efficient and effective competitors is called:

a. competitive research

b. competitive intelligence

c. industrial espionage

d. an audit

e. differential competitive advantage

ANS: B This is the definition of competitive intelligence.

88, New-to-the-world products, where the product category itself is new, are also called:

a. discontinuous innovations

b. moderate innovations

c. slow-diffusing products

d. venture products

e. creative offerings

ANS: A

These products create an entirely new market.

89, The first stage of the new-product development process is:

a. screening and concept testing

b. establishing the new-product strategy

c. exploring opportunities

d. developing a business analysis

e. the building of a prototype

ANS: B

New-product strategy is the first subset of the organization’s new-product development plan. It

specifies what roles new products play in the organization’s overall plan and describes goals.

90, The process of converting applications for new technologies into marketable products is
called:

a. basic research

b. product modification

c. marketing development

d. product development

e. correlation analysis

ANS: D
Product development is a marketing strategy that entails the creation of marketable
new

products.

91, The phase of the product life cycle in which healthy profits usually begin to appear is the
_____

stage.

a. growth

b. decline

c. introductory

d. maturity

e. commercialization

ANS: A

Because losses often occur during the introductory stage, profits first appear in the growth
stage.

92, In which stage of the product life cycle do marginal competitors start dropping out of the
market?

a. Introduction

b. Growth

c. Maturity

d. Decline

e. Shake-out

ANS: C

In the maturity stage, sales increase at a decreasing rate, and as prices and profits continue to

fall, marginal competitors start dropping out of the market.

93, A market is people or organizations that have:

a. the ability, willingness, and power to buy

b. a medium of exchange and products they desire

c. needs and wants and an ability and willingness to buy

d. unmet needs or wants and products or services that satisfy those unmet needs

or wants

e. communication, financial, and capital resources

ANS: C

A market is defined as having four imperative characteristics: people or organizations, needs

and

wants, ability to buy, and willingness to buy.

94, A market is people or organizations that have:

a. the ability, willingness, and power to buy

b. a medium of exchange and products they desire

c. needs and wants and an ability and willingness to buy

d. unmet needs or wants and products or services that satisfy those unmet needs

or wants

e. communication, financial, and capital resources

ANS: C

A market is defined as having four imperative characteristics: people or organizations, needs

and

wants, ability to buy, and willingness to buy.

95, A(n) _____ is a subgroup of individuals or organizations sharing one or more

characteristics that cause them to have similar product needs.

a. market universe

b. market segment

c. aggregated market

d. segmentation base

e. population sample

ANS: B
This is the definition of a market segment.

96, _____ is the process of dividing a market into meaningful groups that are relatively

similar and identifiable.

a. Perceptual mapping

b. Positioning

c. Micromarketing

d. Market sampling

e. Market segmentation

ANS: E

This is the definition of market segmentation.

97, The purpose of market segmentation is to:

a. reduce the market down to a size the firm can handle

b. divide the market into equal size and profit regions for sales territories

c. group a large number of markets together, enabling a company to serve them

simultaneously

d. develop a generalized definition of the market as a whole

e. enable the marketer to tailor marketing mixes to meet the needs of one or

more specific groups

ANS: E

The purpose of segmentation is to group similar consumers and to serve their needs
with a

specialized marketing mix.

98, A(n) _____ is a subgroup of individuals or organizations sharing one or more

characteristics that cause them to have similar product needs.

a. market universe

b. market segment
c. aggregated market

d. segmentation base

e. population sample

ANS: B

This is the definition of a market segment.

99, _____ is the process of dividing a market into meaningful groups that are relatively

similar and identifiable.

a. Perceptual mapping

b. Positioning

c. Micromarketing

d. Market sampling

e. Market segmentation

ANS: E

This is the definition of market segmentation

100, A(n) _____ is a subgroup of individuals or organizations sharing one or more

characteristics that cause them to have similar product needs.

a. market universe

b. market segment

c. aggregated market

d. segmentation base

e. population sample

ANS: B

This is the definition of a market segment.

101, _____ is the process of dividing a market into meaningful groups that are relatively

similar and identfiable.

a. Perceptual mapping
b. Positioning

c. Micromarketing

d. Market sampling

e. Market segmentation

ANS: E

This is the definition of market segmentation.

102, To be useful, a segmentation scheme must produce segments that meet four basic criteria.
The

criteria are:

a. segmentability, targetability, reliability and validity, and homogeneity

b. tangibility, inseparability, nonperishability, and uniqueness

c. substantiality, identifiability and measurability, accessibility, and

responsivenes

d. reliability, flexibility, tangibility, and unbiased

e. complexity, compatability, relative advantage, trialability, and observability

ANS: C

Useful segments should be substantial, identifiable and measurable, accessible, and responsive
to

different marketing mixes.

103, Income, ethnic background, gender, and age are all examples of _____ segmentation
bases.

a. geodemographic

b. organizational

c. demographic

d. socioeconomic

e. psychographic

ANS: C
These are demographic characteristics of consumers.

104, _____ segmentation is based on personality, motives, and lifestyles.

a. Psychographic

b. Demographic

c. Benefit

d. Family life cycle

e. Character

ANS: A Personality, motives, and lifestyles are bases of psychographic segmentation.

105, The steps of the consumer decision-making process in order are:

a. need recognition, alternative aggregation, reevaluation, purchase decision,

postpurchase behavior

b. need positioning, stimulus response reactions, evaluation of alternatives,

purchase decision, postpurchase behavior

c. need positioning, alternative aggregation and divestment, purchase decision,

postpurchase evaluation

d. information search, need positioning, evaluation of alternatives, product trial,

purchase decision, postpurchase satisfaction

e. need recognition, information search, evaluation of alternatives, purchase, and

postpurchase behavior

ANS: E

See Exhibit 6.1.

106, Which of the following is any unit of input affecting one or more of the five senses: sight,
smell,

taste, touch, and hearing?

a. Tactic

b. Need
c. Stimulus

d. Want

e. Desire

ANS: C

Stimuli can be either internal, such as occurrences you experience, or external,

which are

influences from an outside source. Both affect one or more of the five senses.

107, Which of the following is an information source that is not associated with
advertising or

promotion?

a. External

b. Nonmarketing-controlled

c. Marketing-controlled

d. Unbiased

e. Primary

ANS: B

Nonmarketing-controlled information sources do not originate with marketers

promoting the

product.

108, The types of products people purchase using routine response behavior are typically:

a. frequently purchased, low-cost items

b. frequently purchased, high-cost items

c. infrequently purchased, low-cost items

d. infrequently purchased, high-cost items

e. all types of items, regardless of price or frequency of purchase

ANS: A
Routine response behavior is the type of decision making exhibited by consumers
buying

frequently purchased, low-cost goods and services.

109, Which category of reference groups represents groups in which a consumer does
not have

membership?

a. Direct

b. Indirect

c. Primary

d. Secondary

e. Incomplete

ANS: B

Indirect reference groups are groups consumers do not belong to, but they might aspire to
belong

to one (aspirational group) or not want to be associated with one (nonaspirational group).

110, The consumer product classification system is based on:

a. how the market is segmented

b. the way the products are manufactured

c. the way products are used

d. the physical attributes of the product

e. the amount of effort consumers spend to acquire the product

ANS: E

Products are classified by the amount of effort that is normally expended in the
acquisition

process.

111, The convenience product marketing strategy includes:

a. wide distribution of the product

b. higher than ordinary prices

c. few retail outlets other than convenience stores

d. significantly lower promotion budgets

e. products that are not easily substitutable

ANS: A

To sell large amounts of products that consumers are unwilling to search for, there must be a

large number of retail outlets.

112, The two types of shopping products are:

a. unsought and convenience

b. generic and family

c. exclusive and intensive

d. heterogeneous and homogeneous

e. consumer and business

ANS: D

113, Product mix width may be defined as:

a. the number of different product categories found within an industry

b. the average number of products within each product line in the company

c. the average number of products offered by the company

d. the number of different product lines an organization offers for sale

e. the extensiveness of the coverage of the line from high end (expensive) to low

end (inexpensive)

ANS: D

114, A _____ is a business structure of interdependent organizations that reaches from the
point of

product origin to the consumer.

a. facilitating agency or place member

b. marketing mix intermediary

c. selective distribution channel

d. marketing channel or channel of distribution

e. transportation channel or channel of movement

ANS: D

115, A channel typically used for industrial products is the _____ channel.

a. direct

b. industrial distributor

c. wholesaler

d. retailer

e. extended

ANS: A

116, _____ is communications by marketers that inform, persuade, and remind potential
buyers of a

product in order to influence an opinion or elicit a response.

a. Distributive communication

b. Perceptual communication

c. Statistically provable advertising

d. Promotion

e. Publicity

ANS: D

117, The promotional mix consists of:

a. advertising, publicity, direct marketing, and personal selling

b. public relations, direct marketing, personal selling, and publicity

c. product, promotion, price, and place

d. advertising, personal selling, sales promotion, and public relations

e. advertising, telemarketing, public relations, and sales promotions

ANS: D

118, _____ is any form of sponsor-identified, impersonal paid mass communication.

a. Advertising

b. Publicity

c. Promotion

d. Public relations

e. Nonpaid communication

ANS: A

119, Which of the following statements about advertising is true?

a. The total costs of advertising are typically low.

b. The signs on the outsides of buses and taxis are not a form of advertising.

c. The cost per contact in advertising is low.

d. Innovative media are not used in advertising.

e. Advertising is any form of communication in which the sponsor is identified.

ANS: C

The total costs of advertising are typically high even though the cost of contact is low. To be

advertising, the communication must be paid for. Innovative media are used in advertising. The

signs are a form of advertising because they are paid for and they identify their sponsors.

120, The marketing function that evaluates public attitudes, identifies areas within the
organization

that are of public interest, and executes a program of action to gain public understanding is:

a. public relations

b. advertising

c. implicit communications

d. personal selling
e. sales promotion

ANS: A

121, Which of the following outlines a sequential four-step process for achieving promotional
goals?

a. communication model

b. hierarchy of impacts

c. AIDA concept

d. Maslow's hierarchy of needs

e. Schramm's model

ANS: C

122, AIDA stands for:

a. Attitude-Interest-Demand-Activity

b. Attention-Interest-Desire-Action

c. Awareness-Intent-Demand-Action

d. Avoidance-Interest-Desire-Acceptance

e. Attitudes-In-Developing-Acquisitions

ANS: B

123, According to the text, price is best described as:

a. the perceived value of a good or service

b. money exchanged for a good or service

c. the psychological results of purchasing

d. the cost in dollars for a good or service as set by the producer

e. the value of a barter good in an exchange

ANS: A

124, Revenue:

a. equals quantity sold times profit margin

b. equals price minus costs

c. equals return on investment

d. is synonymous with profit

e. equals price of goods times quantity sold

ANS: E

125, Although many factors can influence price, the primary determinants are:

a. costs of manufacturing and distribution

b. the demand for the good and the cost to the seller

c. demand by the consumer and perceived quality

d. distribution and promotion strategies

e. stage of the product life cycle and costs to the consumer

ANS: B

126, _____ is defined as the quantity of a product that will be sold at various prices for a
specified

period.

a. Market share

b. Demand

c. Supply

d. Value

e. Revenue

ANS: B

127, The price of the good or service is a key decision for a marketer because it most
significantly and

directly affects the product's:

a. distribution

b. costs

c. demand
d. promotion

e. quality

ANS: C

The quantity of a product that people will buy depends on its price.

128, _____ is defined as the quantity of product offered to the market by suppliers at various
prices for

a specified period.

a. Supply

b. Demand

c. Equity

d. Liquidity

e. Current asset

ANS: A

129, Profit maximization occurs when:

a. total costs equals average fixed revenue

b. average variable costs are larger than average total costs

c. total costs equal total variable costs

d. marginal variable costs equal average revenues

e. marginal revenue equals marginal cost

130, The point at which marginal cost and marginal revenue are equal always results in:

a. maximization of elasticity

b. maximization of revenue

c. maximization of costs

d. maximization of profits

e. break-even equilibrium

ANS: D
Until the point where MC = MR, each unit of sales has contributed to additional profit;
therefore,

profit, not revenue or costs, has been maximized at MC = MR