Tổng hợp câu hỏi trắc nghiệm marketing

Cards Term Definition 1) is defined as a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others Term Marketing Definition 2) The first step in the marketing process is Term Understanding the marketplace and customer needs and wants Definition 3) are states of felt deprivation Term Needs Definition 4) are human needs as shaped by individual personality and culture Term Wants Definition Demands 5) When backed by buying power, wants become Term Definition 6) Abel now has the buying power to purchase the computer that he wanted for the last six months Abel's want has now become a(n) Term Demand Definition 7) refers to the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products Term Marketing myopia Definition 8) The art and science of choosing target marketsand building profitable relationships with them is called Term Marketing Management Definition 9) Selecting particular segments of a population of customers to serve is called Term target marketing Definition Target marketing 10) The BakeWay Bite is a popular cookie sandwich marketed by the Posco Division of Home Foods It is famous for its white creamfilled center Home Foods created a different version of these biscuits for consumers in Germany To appeal to German consumers, Home Food created dark chocolate filling for the same cookie sandwiches.This is an example of Term Definition 11) A brand's is the set of benefits or values it promises to deliver to consumers to satisfy their needs Term value Proposition Definition 12) Which of the following marketing managementconcepts is most likely to lead to marketing myopia? Term 13) The production concept holds that Term the production concept Definition consumers will favor products that offer the most in quality, performance, and innovative features Definition 14) Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability This reflects the Term 15) According to the product concept, a company should Term 16) The selling concept holds that Term 17) Which of the following reflects the marketing concept philosophy? Term 18) The concept holds that achieving production concept Definition devote its energy to making continuose product improvements Definition consumers will not buy enough of the firm's products unless the firm undertakes a large-scale selling and promotion effort Definition We don't have a marketing department, we have a customer department Definition Marketing organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors Term 19) Customer-driven marketing is most likely to work well when and when customers Term Definition a clear need exists, know what they want Definition 20) When customers don't know what they want or don't even know what's possible, the most effective strategy is marketing Term customer-driving Definition 21) Josie enjoys her work at Futuristic Designs Inc Her organization understands and anticipates customer needs even better than customersthemselves and creates products and services to meet existing and latent needs, now and in the future Josie's firm practices marketing Term 22) The societal marketing concept holds that Term customer-driving Definition B) a company's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests Definition 23) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer Term C) long-run welfare Definition D) Societal marketing 24) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to the national obesity epidemic and environmental problems These fast-food restaurants overlook the concept Term 25) marketing is socially and environmentally responsible marketing that meets Definition C) Sustainable the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs Term 26) The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is called Term Definition C) customer relationship management Definition 27) Which of the following terms refers to a customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers? Term A) customer-perceived value Definition 28) Nickson released a new range of watches that were titled after the famous mountaineer Adam Wills These new watches were promoted through claims that the design is a favorite of Adam Wills who used a similar watch designed by Nickson for its high durability and quality on his expeditions Such a measure to entice customers to buy one's products aims at creating Term C) Customer-perceived value Definition 29) Sally purchased the newly launched "Jolie" lotion By attempting to find out if the lotion's perceived performance matches her expectations, Sally was measuring her level of customer Term B) satisfaction Definition 30) Ryan attempts to deliver customer satisfaction every day in his installation business, Audio Expressions The key to achieving this goal is to match the customer-perceived performance of his product with Term 31) Bill recently bought a BMW M3 Bill had several preconceived notions on the elegance and reliability of the car After the purchase, he discovered that the car had a lot more attributes than he initially perceived Hence, it created an emotional relationship with the car resulting in C) Customer expectations Definition A) Customer delight Term Definition 32) Which of the following terms refers to the customers who make repeat purchases and tell others about their positive experiences with a product or service? Term B) Customer evangelists Definition 33) Companies can build customer relationships at many levels, depending on the nature of the target market Hence, a company with few customers and high margins is most likely to seek to develop with key customers Term A) full partnerships Definition 34) You are an assistant marketing director for a firm in a market with many low-margin customers Which of the following types of relationships would be most profitable for you to develop with these customers? Term B) Basic relationships Definition 35) The Niketown running club that organizes twice weekly evening runs for Nike customers is an example of a Term C) Club marketing program Definition 36) Greater consumer control means that companies must rely more on marketing by rather than marketing by Term 37) Which of the following is an example of consumergenerated marketing? Term B) Attraction; intrusion Definition A) Toyota's page on Facebook which provides information about its upcoming cars to its customers Definition 38) Ellis, a marketing manager at a regional chain restaurant, has decided to create a contest calling for customers to create commercials for the restaurant Winning entries will be posted on the organization's home page Ellis' plan is an example of marketing Term A) Consumer-generated Definition 39) describes a longer channel, stretching from raw materials to components to final products that are carried to final buyers Term A) The supply chain Definition 40) The final step in the marketing process is Term Capturing value from customers Definition 41) At Ken's boutique, the policy statement posted in the reception states that "Without our customers, we don't exist." Ken and his staff aim to delight each customer and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied Instead of focusing on each individual transaction, Ken and his staff are putting a priority on Term Capturing consumer lifetime value Definition 42) refers to the portion of the customer's purchase that a company gets in its product categories Term B) Share of customer Definition 43) is the total combined customer lifetime values of all the company's current and potential customers Term Customer equity Definition 44) The ultimate aim of customer relationship management is to produce Term A) high customer equity Definition 45) Customers can be classified into four relationship groups, according to their profitability and projected loyalty Based on this classification, you should avoid and shouldn't invest anything in them Term B) Strangers Definition 46) Customers can be classified into four relationship groups, according to their profitability and projected loyalty According to this classification, a highly profitable, short-term customer is known as a Term B) Butterfly Definition D) True believers 47) Customers can be classified into four relationship groups, according to their profitability and projected loyalty With reference to this classification, a firm should turn true friends into , who come back regularly and tell others about their good experiences with the company Term 48) Carla, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers She is also examining methods for "firing" customers in this group who cannot be made profitable To which of the following customer relationship groups these customers belong? Definition D) Barnacles Term Definition 49) Which of the following has been the most common C) spending less and choosing products more consumer response to the economic downturn that carefully began in 2008? Term 50) Your state's department of health has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the ill effects of smoking This is an example of a(n) campaign Definition B) societal marketing Term 51) With its marketing strategy chosen, the company constructs an integrated marketing program consisting of a blend of marketing mix elements called the , that transforms the marketing strategy into real value for customers Chapter Which of the following is considered to be a part of the marketing microenvironment of a firm? A) the political state of the country B) the cultural forces that exist in a society C) the suppliers of the company D) the technological resources available E) the different demographic trends in the market Answer: C Large societal forces like demographic, economic, natural, technological, political, and cultural forces that affect the microenvironment are considered to be part of the of an organization A) supplier chain B) macroenvironment C) marketing intermediaries D) internal environment E) distribution channels Answer: B Which of the following would be a component of a company's marketing microenvironment? are distribution channel firms that help the company find customers or make sales to them A) Resellers B) Suppliers C) Producers D) Consumers E) Government agencies Which of the following is an example of a marketing intermediary? Which of the following is an example of an internal public in a company's marketing environment 1) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? A) the marketing environment B) strategic planning C) target markets D) the marketing mix E) none of the above Answer: A 2) You are directed to study the factors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics What are you studying? A) the macroenvironment B) the microenvironment C) the marketing environment D) the green movement E) the global environment Answer: B 3) You are directed to study the factors that are larger societal forces that affect your companydemographic, economic, natural, technological, political, and cultural What are you studying? A) the macroenvironment B) the microenvironment C) the marketing environment D) the marketing mix E) the global environment Answer: A 4) Which of the following is NOT a type of factor in a company's macroenvironment? A) demographic B) economic C) technological D) competitor E) political Answer: D 5) All of the groups within a company are called the A) culture B) diversity C) internal environment D) climate E) range Answer: C 6) Which type of organization helps companies to stock and move goods from their points of origin to their destination? A) financial intermediary B) physical distribution firm C) marketing service firm D) reseller E) supplier Answer: B 7) Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as A) financial intermediaries B) physical distribution firms C) marketing service agencies D) resellers E) wholesalers Answer: A 8) A company's marketing environment includes various that are made up of groups that have an actual or potential interest in, or impact on, an organization's ability to achieve its objectives A) teams B) audiences C) markets D) publics E) intermediaries Answer: D 9) Which of the following is NOT an example of a public that is part of a company's marketing environment? A) financial B) media C) government D) citizen-action E) marketing department Answer: E 10) A radio station that carries news, features, and editorial opinions about your area is best classified as which type of public? A) financial B) media C) citizen-action D) local E) regional Answer: B 11) Consumer organizations and environmental groups are examples of publics A) general B) local C) government D) citizen-action E) media Answer: D 12) Workers, managers, and members of the board of directors are all part of a company's A) general public B) internal public C) local public D) intermediary public E) market public Answer: B 13) Percy Original caters to a market of individuals and households that buy goods and services for personal consumption What type of market does Percy Original cater to? A) business B) reseller C) government D) consumer E) marketing intermediary Answer: D 14) Which type of market buys goods and services to produce public services or to transfer them to others who need them? A) government B) reseller C) wholesale D) consumer E) retail Answer: A 15) Members of which type of market buy goods and services for further processing or for use in the production process? A) business B) reseller program and prices it at half price to attract buyers The company is using Term Definition 38) When NerdHerd Electronics sets its televisions at three price levels of $699, $899, and $1,099, it is using Term market-skimming pricing Definition 39) Companies pricing nonobligatory or accessory products along with a main product are engaged in pricing Term optional product Definition 40) Setting a price for products that must be used along with a main product is known as pricing Term captive product Definition 41) Producers use captive product pricing to set the price of the main product and set on the supplies necessary to use the product Term low; high markups Definition 42) Hotline Long Distance Service uses captive product pricing for its phone call charges Because this is a service, the price is broken into a fixed rate plus a Term 43) The fact that a hot dog cost five times more at Disneyland than at Sam's Club is an example of variable usage rate Definition segmented pricing Term Definition 44) With product bundle pricing, sellers can combine several products and offer the bundle Term at a reduced price Definition 45) Trade or functional discounts are offered by manufacturers to which of the following? Term A) channel members who perform tasks that the manufacturer would otherwise have to perform Definition 46) When Glow Gift Card Shop offers a price reduction to customers who buy Christmas cards the week after Christmas, it is giving a(n) discount Term seasonal Definition 47) Vac "N' Sew will give customers $100 for a used vacuum cleaner, regardless of condition, when they purchase a new vacuum or sewing machine This essentially reduces the price by $100 What is this type of discount called? Term trade-in allowance Definition 48) When General Motors provides payments or price reductions to its new car dealers as rewards for participating in advertising and sales support programs, it is granting a Term promotional allowance Definition 49) involves selling a product or service at two or more prices, where the difference in prices is not based on differences in costs Term Segmented pricing Definition 50) The New Age Gallery has different admission prices for students, adults, and seniors All three groups are entitled to the same services This form of pricing is called Term customer-segmented pricing Definition 51) Busch Stadium in St Louis charges different prices for seats in different areas of the ball park, even though their costs are the same What is this form of pricing called? Term location-based Definition 52) When a firm varies its price by the season, month, day, or even hour, it is using pricing Term time-based Definition 53) Consumers usually perceive higher-priced products as Term having higher quality Definition 54) Consumers use price less to judge the quality of a product when they Term have experience with the product Definition 55) prices are the prices that a buyer carries in his/her mind and refers to when looking at a given product Term 56) What type of pricing is being used when a company temporarily prices its product below the list price or even below cost to create buying excitement and Reference Definition promotional pricing urgency? Term Definition 57) When a manufacturer offers a , customers buy products from manufacturers' dealers within a specified time period and the manufacturer sends the customer a check Term cash rebate Definition 58) Under which type of geographic pricing strategy does each customer pay the same price for the product from the factory to its destination? Term FOB-origin pricing Definition 59) Which of the following is the opposite of FOB-origin pricing? Term uniform-delivered pricing Definition 60) falls between FOB-origin pricing and uniform-delivered pricing Term Zone pricing Definition 61) If Dell charges the same price for delivery of its product to any customer that is located within the Great Lakes states, the company is using Term Uniform-delivered pricing Definition 62) The Internet offers , where the price can easily be adjusted to meet changes in demand Term dynamic pricing Definition 63) Chef Brown's Health Food Store sells nutritional energy-producing foods The price of the products sold varies according to individual customer accounts and situations For example, long-time customers receive discounts This strategy is an example of Term 64) Which of the following is a reason for a company to raise its prices? Term dynamic pricing Definition to address the issue of overdemand for a product Definition 65) The Sherman, Clayton, and Robinson-Patman Acts are all federal laws that were initially adopted to curb the formation of monopolies Chaper 12:( chương 11 trộn vào chương 9,10 12) Cards Term Definition 1) are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible Term Services Definition 2) Which of the following is a pure tangible good? Term shampoo Definition 3) Which of the following would be considered part of the augmented product rather than the actual product or core customer value? Term 4) Silk-skin Cosmetics is advertising its newest line of warranty Definition E) the possibility of having beautiful eyes eye makeup Made from all-natural ingredients, the products are hypoallergenic Silk-skin is selling the products in specially designed tubes that make it easier to apply to the skin Which of the following is the core product value for Silk-skin's line of eye makeup? Term 5) Silk-skin Cosmetics is advertising its newest line of eye makeup Made from all-natural ingredients, the products are hypoallergenic Silk-skin is selling the products in specially designed tubes that make it easier to apply to the skin Which of the following would be considered the augmented product for Silk-skin's line of eye makeup? Term Definition B) after-sales beauty advice offered by Silk-skin Definition 6) Which of the following types of products is likely to the priced the lowest? Term convenience products Definition 7) products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort Term Convenience Definition 8) A laundry detergent is most likely to be an example of a(n) product Term 9) Which of the following statements is most likely to be true of convenience product? Term convenience Definition E) It is bought by consumers with minimal comparison and buying effort Definition 10) Which of the following is most likely to be an example of a convenience product? Term candy Definition 11) products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style Term Shopping Definition 12) A refrigerator is most likely to be an example of a(n) product Term shopping Definition 13) Which of the following statements is most likely to be true regarding a shopping product? Term C) As compared to convenience products, shopping products are purchased less frequently Definition 14) Which of the following is most likely to be an example of a shopping product? Term television Definition 15) products are distributed exclusively in only one or a few outlets per market area and they have unique characteristics or brand identification Term Definition 16) Which of the following statements is true of specialty products? Term Specialty D) Buyers normally not compare specialty products Definition 17) products are consumer products that the consumer either does not know about or knows about but does not normally consider buying Term Unsought Definition 18) Which of the following is an example of an unsought product? Term life insurance Definition 19) Which of the following statements is true of unsought products? Term B) A life insurance policy is an example of an unsought product Definition 20) products are those products that are purchased for further processing or for use in conducting a business Term Industrial Definition 21) Which of the following is an industrial product that falls under the category of materials and parts? Term cement Definition 22) Which of the following is an industrial product in the category of capital items? Term factory Definition 23) Which of the following is an industrial product in the category of supplies and services? Term 24) Iron ore is an example of an industrial product that coal Definition materials and parts is most likely to come in the category of _ Term Definition 25) The paint used to paint an office is an example of an industrial product that is most likely to fall in the category of Term 26) Which of the following is true of convenience products? Term supplies and services Definition A) Convenience products are distributed extensively, in as many locations as possible Definition 27) IBM's Smarter Planet campaign markets IBM as a company that provides innovative solutions that improve the world's IQ This is an example of marketing Term organziation Definition 28) The use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of their community is called marketing Term social Definition 29) A(n) is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service Term 30) Which of the following terms best describes the process of designing and producing the container or wrapper for a product? brand Definition packaging Term Definition 31) Which of the following terms best describes a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges? Term product line Definition 32) A product line is considered to be too short if the manager can Term increase profits by adding items Definition 33) A product line is considered to be too long if the manager can Term C) increase profits by dropping items Definition 34) Product line involves adding more items within the present range of the line Term filling Definition 35) A company lengthening its product line by adding low-end products is an example of product line Term stretching Definition 36) A product mix is also known as a product Term portfolio Definition 37) Product mix length refers to D) the total number of items a company carries within its product lines Term Definition 38) Product mix width refers to Term Definition 39) Product mix depth refers to Term A) the number of versions offered for each product in the line Definition 40) The consistency of the product mix refers to Term B) how closely related the various product lines are in end use, production requirements, distribution channels, or some other way Definition 41) Service intangibility means that Term D) services cannot be seen, tasted, felt, heard, or smelled before they are bought Definition 42) Service inseparability means that Term E) services cannot be separated from their providers, whether the providers are people or machines Definition 43) Service variability means that Term B) the quality of services depends on who provides them as well as when, where, and how they are provided Definition 44) Service perishability means that Term C) the number of different product lines the company carries C) services cannot be stored for later sale or use Definition 45) The service profit chain consists of five links Which of the following is one of these five links? Term E) satisfied and loyal customers Definition 46) Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as marketing Term internal Definition 47) Training service employees in the fine art of communicating with customers to satisfy their needs is known as marketing Term interactive Definition 48) Brand is the differential effect that knowing the brand name has on customer response to the product and its marketing Term 49) Which of the following brands is positioned based on product attributes? Term equity Definition B) Berglee's Breakfast Cereals: Blending nutrition and great taste Definition 50) Electronics company Sony sells its products under its own brand name Thus, Sony is a brand Term 51) Which of the following is a desirable quality for a brand name? Term national Definition D) The name should translate easily into foreign languages Definition 52) Store brands are also known as brands Term 53) Which of the following is an example of licensing? Term private Definition B) Fruit juice company BerryBerry uses a cartoon character to market its line of children's products, paying the creator of the character a fee Definition 54) occurs when two established brand names of different companies are used on the same product Term 55) BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry, AquaBerry, MangoBerry, FuschiaBerry, and GloBerry The company wants to add more products to its lineup Which of the following is an example of cobranding? Term Co-branding Definition C) The company introduces a line of flavored milk and yoghurt under the Goodness brand Definition 56) occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category Term 57) BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry, AquaBerry, MangoBerry, FuschiaBerry, and GloBerry The company wants to add more products to its lineup Which of the following would be a line extension for BerryBerry? Term Line extension Definition B) BerryBerry adds a new fruit juice flavor: TangyBerry Definition 58) involves using an existing brand name for a new product category Brand extension Term producers hire channel marketers and wholesalers to what the producers are not equipped to Definition True Term marketing channels overcome quantity discrepancies by making products available in the quantities that consumers desire Term Definition true Definition all merchant wholesalers _to the goods they sell take title Term (Industrial products) manufacturers that require suppliers to meet detailed technical specifications often prefer direct channels Definition true Term the internet has enabled virtual distributors to emerge and has forced traditional industrial distributors to expand their business model Definition true Term strategic channel alliances are proving to be more successful for growing businesses than mergers and acquisitions Term if the target market is concentrated Definition true Definition direct selling through a sales force is in one or more areas then Term appropriate Definition when markets are more widely dispersed then Term intermediaries would less expensive Definition larger markets require more intermediaries Term true Definition product life cycle is also an important _ Term product factor Definition deliacy of the product is _ product factor