(Xoa dong nay de nhap cau hoi)
_____ is a personal selling function that involves identifying potential customers.
a. Screening
b. Prospecting
c. Approaching
d. Processing
YOU Inc., a radio cassette manufacturer, sold its business due to poor market shares.
According to the BCG Matrix, the firm sold its business because the business had
become a _____ as seen in its poor prospects and performance.
a. star
b. question mark
c. cash cow
d. dog
Cookies and spyware are software used for protecting a website by encrypting it.
a. True
b. False
A company manufacturing hair care products introduced a new shampoo with keratin to
enhance hair quality and reduce hair breakage. To ensure the right spot for the shampoo
bottles on the supermarket shelves, the company paid retailers a substantial amount of
money. The money paid is called:
a. push money.
b. rebate.
c. premium.
d. slotting fees.
Your first job was with a business supplier. Then you moved to a not-for-profit
organization. In terms of channel lengths, you’ve worked primarily with ____ channels.
a. Long
b. Short
c. Intermediary
d. Retail
e. Wholesale
Interactive marketing refers to buyerseller communication in which the customer
controls the amount and type of information received from a marketer.
a. True
b. False
Which of the following statements is true of venture teams?
a. A venture team is disbanded after every meeting.
b. A venture team functions as an integral part of the basic organization.
c. A venture team’s flexible lifespan may extend over a number of years.
d. A venture team is responsible for looking after all the legal aspects of introducing a
new product in the market.
Services are intangible products.
a. True
b. False
Wonderlist is a task and note manager for mobile phones that helps users to organize
“todo” lists and increase efficiency. Wonderlist is an app.
a. True
b. False
When a bride purchases a wedding dress, her problem-solving process is likely to differ
from the process she used when buying dresses to wear to work. Once in the wedding
dress market, most brides will shift from ____ problem solving to ____ problem
solving.
a. extended, routinized
b. routinized, limited
c. limited, extended
d. limited, evaluative
e. evaluative, limited
Merchant wholesalers are a class of wholesaling intermediaries who do not take title to
the goods they handle.
a. True
b. False
The Miller-Tydings Resale Price Maintenance Act (1937) exempted interstate fair-trade
contracts from compliance with antitrust requirements, thus freeing states to keep these
laws on their books if they so desired.
a. True
b. False
Your firm manufactures motorcycles for the consumer market. You purchase raw
materials to build the motorcycles from a variety of suppliers in the United States and
abroad. The volume of your raw materials purchases is a function of the customer
demand for your firm’s motorcycles. Which of the following best describes the type of
demand your firm has for these raw materials?
a. forecasted demand
b. volatile demand
c. customer-driven demand
d. joint demand
e. derived demand
The _____ is an interactive process that occurs in the marketplace among marketers of
directly competitive products, marketers of products that can be substituted for one
another, and marketers competing for the consumer’s purchasing power.
a. environmental scanning
b. environmental management
c. competitive environment
d. timebased competition
e. economic environment
f. demarketing
g. consumerism
h. marketing ethics
i. social responsibility
j. green marketing
k. oligopoly
l. gross domestic product
m. planned obsolescence
n. inflation
o. socially responsible marketing
p. politicallegal environment
q. VoIP
r. discretionary income
s. antitrust
t. strategic alliance
Technology is changing consumer behavior in a variety of ways such as the adoption of
streaming services such as Netflix. Netflix faces increasing competition from Amazon
and Hulu Plus as well as satellite and cable companies who offer video on demand.
Netflix has experienced rapid adoption by consumers but the entrance of competition is
creating challenges for Netflix to remain dominant. What stage of the product life cycle
best describes Netflix?
a. growth
b. introduction
c. maturity
d. decline
Which of the following is true regarding marketing?
a. The marketing concept emphasizes creating and maintaining shortterm successful
relationships with customers and suppliers.
b. Marketing encompasses such a broad scope of activities and ideas that settling on one
definition is often difficult.
c. Marketing refers to an activity in which two or more parties give something of value
to each other to satisfy perceived needs.
d. The marketing concept is a belief that consumers will resist purchasing nonessential
goods and services.
A firm deciding to purchase more energy-efficient machines in response to rising fuel
prices illustrates the first step in the business buying process.
a. True
b. False
You own a manufacturing business in Texas, and you are concerned because a large
percentage of your annual sales are dependent on about five large customers spread out
across the country. You know that the life of your business rests on your continued
success with these customers. So, you have decided to take a proactive approach to
solidifying your relationship with these customers, and their satisfaction with your
products and services. You are committed to improving and enhancing your
relationships with these key customers.
Which of following actions should you take to solidify your relationship with these key
customers?
a. Establish lateral partnerships
b. Implement a national account selling program
c. Offer these key customers more product discounts
d. Launch a grassroots marketing campaign
e. Launch an affinity marketing campaign
Placing a product at a certain point or location within a market in the minds of
prospective buyers is known as _____.
a. positioning
b. social referencing
c. value engineering
d. optimizing
Sales promotion that appeals to marketing intermediaries rather than consumers is
called:
a. network marketing.
b. trade promotion.
c. publicity.
d. inside selling.
General Electric, with their business units throughout the world, can best be described
as a:
a. multidomestic exporter.
b. multinational corporation.
c. domestic corporation.
d. multilateral licenser.
The gross domestic product (GDP) of a nation does not take into consideration the
goods and services that are exported to foreign markets.
a. True
b. False
Procter and Gamble markets Tide detergent in a variety of formulations as well as other
laundry detergents including Cheer, Gain and Bold. These various brands are part of
Procter and Gamble’s _________ in the detergent sector.
a. product line
b. product mix
c. marketing mix
d. product life cycle
When Kevin analyzes recent data from the U.S. Census Bureau to uncover new markets
for his firm’s product, he is engaging in:
a. demarketing.
b. timebased competition.
c. environmental scanning.
d. marketing management.
The ISO certification ensures that a company’s goods, services, and operations meet
established quality levels. Here ISO stands for _____.
a. Industrial Specifications Organization
b. International Organization for Standardization
c. Intermediary Services Organization
d. Industrial Organization for Services
Which of the following functions of marketing involves advertising?
a. Standardizing
b. Buying
c. Selling
d. Storing
_____ is the measure of the responsiveness of purchasers and suppliers to price
changes.
a. breakeven analysis
b. tariffs
c. unfair-trade laws
d. incremental-cost pricing
e. profit maximization
f. demand
g. value pricing
h. monopoly
i. elasticity
j. marginal
k. fair-trade laws
l. yield management
m. oligopoly
n. cost-plus pricing
o. full-cost pricing
p. supply
q. marginal analysis
r. target-return objectives
s. market-share objectives
t. pure competition
Product liability insurance has become an essential element for any new or existing
product strategy.
a. True
b. False
A(n) _____ is a pricing practice in which a firm raises prices and then wait to see if
others follow suit.
a. competitive bidding
b. penetration pricing strategy
c. list price
d. trade discount
e. price flexibility
f. promotional pricing
g. loss leader
h. cannibalization
i. bundle pricing
j. odd pricing
k. transfer price
l. profit center
m. skimming pricing strategy
n. competitive pricing strategy
o. pricing policy
p. market price
q. noncumulative quantity discount
r. step out
s. bot
t. cash discount
A brand mark is defined as a part of a brand that can be spoken.
a. True
b. False
What is data mining? How does it help marketers in decision making?
The following table gives information about the price, number of units sold, and total
costs incurred for a product. Use the concept of marginal analysis and find the optimal
price for the product.
Price ($)Units SoldTotal Cost ($)
100100,0007,000,000
90200,00012,000,000
80400,00022,000,000
70700,00037,000,000
60900,00047,000,000
501,000,00052,000,000
What is network marketing? Give an example.
What is foreign licensing? What advantages does it offer over exporting and direct
investment?
What is a quota sample? How is it different from a stratified sample?
Discuss the role that integrated marketing communications (IMC) plays in the
development of a promotional mix.
What are the different social classes in a society? What are the factors that determine
the class rankings?
What is outsourcing? Why do firms outsource production of goods and services?
List the eight universal functions of marketing.
Briefly describe the three stages of brand loyalty.
Differentiate between the list price and market price of a product.
Define Total Quality Management (TQM) and ISO 9001:2008. Give examples of some
companies that you know of as certified by ISO.
Define consumer products (B2C) and business products (B2B). Explain the different
types of consumer products. Give an example of each from your recent purchasing
activities.
Differentiate between a rack jobber and a drop shipper. Give an example for each.
What are the practical problems involved in applying price theory concepts to actual
pricing decision?
How do firms integrate various sales channels to create a cost-effective sales
organization?