MARKETING

Phần trắc nghiệm (6 pts )

1. The first step in the strategic planning process of the business is
(1.B)
A. Supporting objectives
B. Defining purpose and mission
C. Setting up marketing objective
D. Developing a marketing strategy
2. If a company wants to improve its profits, they usually (1.B)
A. Remain sales
B. Reduce the number of salespeople
C. Increase costs
D. Reduce costs or increase sales
3. If the marketing objective of the company is increasing sales, they
should (1.B)
A. Colarge their market share
B. Improve the quality of the product
C. Control their production
D. Look after the interests of employees
4. In order to enter a new foreign market, the company will mainly
(1.B)
A. Develop new product
B. Raise prices
C. Cut the prices
D. Consider the needs of the employees
5. Which of the following is not the step of the market research
process? (2.A)
A. Defining the mission of the company
B. Implementing the plan
C. Developing the research plan
D. Interpreting and presenting the findings
 6. There are …….. steps in developing a research plan for collecting
the information (2.A)
A. 3
B. 4
C. 5
D. 6
7. Which of the following research objectives is used to gather
information to better define the problem? (2.A)
A. Exploratory
B. Descriptive
C. Causual
D. Observational
8. Which of the following research approaches is best suited for the
descriptive research? (2.A)
A. Observational
B. Surveys
C. Experimental
D. Exploratory
9. Which of the following does not involve the sampling procedure?
(2.A)
A. At random
B. In convenience
C. Sample unit
D. Prejudgment
10. Which of the following is not the major actor in a company’s
micro-environment? (2.B)
A. The company itself
B. Customers and competitors
C. The market intermediaries
D. Political and cultural environments
11. There are …… types of competitors (2.B)
A. 1
 B. 2
C. 3
D. 4
12. Which type of competition presents different basic ways to satify
the same need? (2.B)
A. Desire competitor
B. Generic competitor
C. Product form competitor
D. Brand competitor
13. Which of the following person is not involved in the buying
decision? (3.A)
A. Initiator
B. Influencer
C. Decider
D. Seller
14. Which behavior type involves an unfamiliar brand in a familiar
product class? (3.A)
A. Routine respone
B. Extensive problem-sloving
C. Limited problem-solving
D. Buying decision
15. Marketers of product in an extensive problem-solving class need
to help buyers to ….. that their brands rate high in terms of
important features and benefits. (3.A)
A. Educate and persuade them
B. Design a communication program
C. Understand the company’s brand
D. Be satisfied with the product
16. Market segmentation focus on……. (3.B)
A. Mass market
B. Whole market
C. Customers’ demography
 D. What is common in customes’ needs
17. Concentrated marketing concentrated on ….. (3.B)
A. Several markets segment
B. A large share of a submarket
C. Mass distribution and mass advertising
D. Separate offers for each segment
18. The characteristics of the actual product does not include …..
(4.A)
A. Features
B. Quality
C. Price
D. Brand name
19. Which aspect belongs to the augmented product level? (4.A)
A. Styling
B. Warranty
C. Packaging
D. Promotion
20. Which of the following should not be include when choosing a
brand name for a product? (4.A)
A. The name suggests something about the product’s benefits
B. The name can be easily translated into other languages
C. The name can be registered for legal protection
D. The name should be difficult to pronounce so that people can
remember it.
21. Some companies are not willing to develop completely new brands
because it is ….. (4.B)
A. Too riskly
B. Too difficult
C. New
D. Complex
22. Which of these advatages is not related to developing “me-too”
products? (4.B)
 A. Being quicker and less expensive
B. Offering more value
C. Finding “new gold in the old”
D. Being less costly and riskly
23. Acquiring new products eliminates almost all the …. of new-
product fairlure. (4.B)
A. Costs
B. Government
C. Risks
D. High initial price
24. Which of the following is not involved in “revivals” strategy? (4.B)
A. Reviving
B. Reformulating
C. Repositioning
D. Following
25. In the mature stage of the product life cycle, competitors are …..
(4.B pg 56)
A. Few
B. Numerous
C. Increasing
D. Declining
26. In the stage of growth of the product life cycle, sales are …. (A.B
pg 56)
A. Fast
B. Low
C. Slow
D. Declining
27. The company that insures you charges a …. (5.A)
A. Honorarioum
B. Premium
C. Commission
D. Bribe
 28. If demand hardly changes with a change in price, the demand in
said to be …. (5.A)
A. Elastic
B. Inelastic
C. Non-price factor
D. High
29. If the demand fall by 2 percent with a 2 percent increase in price,
then elasticity is 1. In this case, the seller should ….. price. (5.A)
A. Raise
B. Lower
C. Keep the same
D. Slash
30. When a company enters a new foreign market, it usually …..
A. Increase price
B. Puts up price
C. Tries best to attract new customers
D. Does not change price
31. A ….. VMS consists of independent firms at different levels of
production and distribution who join together through contracts to
obtain more economics or sales than they could achieve alone. (6.A)
A. Corporate
B. Contractual
C. Administered
D. Cooperative
32. A right to sell a company’s products in a particular area using the
company’s name is called ….. (6.A)
A. Purchase
B. Corporate
C. Cooperation
D. Franchise
33. Message structure involves ….. (7.A)
A. How to say it logically
 B. How to say it symbolically
C. What to say
D. Who should say it
34. Message content consists of formulating some kinds of ….. (7.A)
A. Quality
B. Economy
C. Benefit
D. Value
35. Rational appeals respond to information about ….. (7.A)
A. Motivation
B. Performance
C. Identification
D. Reason why audience thinks about product
36. Which one is not related to non-verbal point of view? (7.A)
A. Facial expression
B. Gestures
C. Dress
D. Radio
37. Which of the following is not potential disadvantage of liscensing?
(8.A)
A. Lot of risk
B. Loss of large potential profits
C. Less control over the licenses
D. Competition
38. Which of the following is not the advantage of direct investment?
(8.A)
A. Lower cost in terms of cheaper labor, raw materials, transport,
distribution
B. Gaining a better image in the host country because it creates jobs
C. Developing a deeper relationship with gorvenment, customers, and
suppliers
D. Having the gorvenment takeover and devalued currencies
39. Which method of entering a foreign market involves advantages
of giving the seller more presence and control in the market? (8.A)
A. Direct export
B. Licensing
C. Indirect export
D. Contract manufacturing
40. Which one is not the purpose of many wholesalers who are now
using computers to do business?
A. Accounting
B. Cutting price
C. Forecasting
D. Controlling inventory
Phần tự luận (4 pts )
I. Is each of the sentences below true or false according to the tests
you have studied? (2 points)
1. Emotional appeals appeal to the audience's need for knowledge about the
product. F (Rational) (pg 88)
2. Pharmaceutical companies want doctors to testify for the product's
benefits because doctors have high credibility. T (pg 88)
3. The simplest way to enter a foreign market is through joint venture. F
(exporting) (pg103)
4 Licensing is the simplest ways for a manufacturer to produce its goods in
the foreign market. T (pg 104)
5. The profit motive is the only real motive for a company's existence.
6 Marketing strategies must be developed to support the marketing
objectives. T (pg 10)
7. Defining the problem and research objectives is often the easiest step in
the research process. F (hardest) (pg 15)
8. Differentiated marketing approach happens when the company decides to
ignore market segment differences and go for the whole market with one
market offer. F ( Undifferentiated) (pg 36)
9. When a market leader holds a dominant position, it charges a premium
price. T (pg 66)
10. Many wholesalers make the mistakes of serving too many customers, so
they need to define their target market in order to design stronger offers and
build a relationship with them. T (pg 80)
II. Fill in the blank with the missing word(s): (2 points)
1. Marketing is getting the right goods and services to the right place at the
right time at the right price with the right …communication… and
promotion.
2. Profits can be improved by increasing sales or reducing …cost…
3. A …sample... is a segment of the population selected to represent the
population as whole.
4. Hershey, Nestle and Mars are the …brand... competitor of Chocolate.
5. Markets can be …segmented... on the basis of geography, demography,
social classand consumer behaviour.
6. Each price the company might charge will lead to a different level
of …demand…
7. The less elastic the demand, the more …profitable…as for the sellers to
raise the price.
8. In recent years, one of the biggest channel developments has been
the …vertical ... marketing systems that have emerged to challenge
conventional marketing channels.
9. The promotion mix consists of four major tools advertising, sales
promotion, public relations and …personal... selling.
10. Having defined the target audience, the marketers must develop an
efective message. Ideally, the message should attract attention, hold
interest, arouse ……desire……… and elicit action (AIDA model).