1. The difference between “Production Orientation” and “Marketing orientation” is best explained as follows: A) There are no separate functional departments in a marketing-oriented... 1. The difference between “Production Orientation” and “Marketing orientation” is best explained as follows: A) There are no separate functional departments in a marketing-oriented firm. B) In a marketing-oriented firm, the total system's effort is guided by what individual departments would like to do. C) Production-oriented firms usually do not have a marketing manager. D) In a marketing-oriented firm, every department's activities are guided by what customers need and what the firm can deliver at a profit. 2. When a firm tries to increase sales by offering new or improved products to its present markets, this is called: A) Product development. B) Market penetration. C) Diversification. D) Market development. 3. The most important variable in a firm's marketing mix is: A) Product. B) Price. C) Place. D) None of these since all contribute to one whole. 4. Which of the following is true? A) The product "P" in the marketing mix stands for only physical goods. B) The product "P" in the marketing mix stands for both physical goods and services. C) The product "P" in the marketing mix stands for only tangible merchandise. D) The product "P" in the marketing mix stands for both physical goods and tangible merchandise 5. The marketing management process: A) Includes the on-going job of planning marketing activities. B) Is mainly concerned with obtaining continuous customer feedback. C) Involves finding opportunities and planning marketing strategies, but does not include the management tasks of implementing and control. D) Is called “strategic planning”. 6. A marketing strategy consists of two interrelated parts. These are: A) Selection of a target market and implementing the plan. B) Selection of a target market and development of a marketing mix. C) Selection and development of a marketing mix. D) Finding attractive opportunities and developing a marketing mix. 7. Marketing strategy planners should recognize that: A) Target markets should not be large and spread out. B) Mass marketing is often very effective and desirable. C) Large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets. D) Target marketing is not limited to small market segments. 8. A “Marketing program”: A) Is another name for a particular marketing mix. B) Blends several different marketing plans. C) Consists of a target market and the marketing mix. D) Is primarily concerned with all of the details of implementing a marketing plan. 9. To improve its profits, Delta Tool Corp. Has redesigned its entire line of rechargeable power drills—adding several new or improved features and three new models. Apparently, Delta Tool is pursuing a ______________ opportunity. A) Market penetration B) Product development C) Market development D) Diversification 10. An intermediary: người trung gian, ở giữa A) Is a wholesaler—not a retailer. B) Usually increases the number of transactions required. C) Tends to make the exchange process more difficult and costly. D) Is someone who specializes in trade rather than production. 11. The process of marketing strategy planning is about: A) Identifying as many market opportunities as can be imagined. B) Figuring out how to offer products at the lowest possible price. C) Narrowing down possible market opportunities to the most attractive ones. D) Choosing the most profitable market opportunity, regardless of the firm's current abilities and resources. 12. Both market penetration strategies and market development strategies primarily involve ________. A) selling a company's current products B) modifying the company's product line C) selling in new as well as existing markets D) developing a new product 13. Which of the following is NOT considered a product? A. tax advice from a financial consultant. B. a computer. C. a haircut. D. a chair. E. All of the above are considered products. 14. Suzuki's 3 year/36,000 mile new car warranty is part of which marketing mix decision area? A. price B. target market C. place D. product E. promotion 15. Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. The marketing mix variable that is being considered here is: A. Pricing. B. Promotional. C. Personnel. D. Product. E. Placement. 16. Lipton has increased sales by developing ads that encourage it current customers to drink Lipton tea instead of coffee at morning "coffee breaks." This effort focuses on A. diversification. B. market penetration. C. product development. (sản phẩm mới thị trường cũ) D. mass marketing. E. market development 17. Converse started selling its "high-top" canvas basketball shoes in colors such as hot pink, lime green, and purple, to accompany their traditional colors of black and white. Converse seems to be pursuing a _____________ opportunity. A. Market penetration. B. Market development. C. Product development. D. Diversification. E. Breakthrough. 18. Which of the following statements, made by marketing managers, illustrates an understanding of the concept of customer value? A. “It’s more important to acquire new customers than to retain old ones.” B. “The only time it’s really necessary to demonstrate superior customer value is right before the actual sale.” C. “My main concern is with meeting this month’s sales quota—I’ll worry about relationship building later.” D. “I might think my product is a good value, but what really counts is if the customer thinks it’s a good value.” E. “Customer value really boils down to which product is the least expensive.” 19. A computer manufacturer is attempting to increase the customer value associated with purchases of its products. Which of the following might be a way to achieve this increase in value? A. Reduce price. B. Increase technical support for customers. C. Increase warranty coverage. D. Offer free shipping. E. Any of the above, depending on the needs of the target market. 20. The marketing concept can be applied by: A. a nurses association. B. cosmetic manufacturers. C. nonprofit hospitals. D. national parks. E. all of the above. 21. Administrators at a university noted that they were 200 students short of their enrollment projection as the start of the school year approached. The president of the university, fearing a revenue shortage, told the director of admissions, "You need to use whatever means necessary to get enough students to meet the projection before classes start. Run ads in the newspaper, call high school guidance counselors, recruit from our pool of rejected applicants—whatever it takes." The university president is operating as though he was in the: A. Simple trade era. B. Production era. C. Sales era. D. Marketing department era. E. Marketing company era. 22. If the family units on a South Pacific-island nation made all the products they consume, it would be a good example of: A. a pure subsistence economy. (nền kinh tế tự cung tự cấp) B. a market-directed economy. C. a micro-marketing system. D. a command economy. E. none of the above. 23. Managers who think of customers existing to buy the firm's output rather than of firms existing to serve customers and—more broadly—the needs of society, have a A. marketing orientation. B. production orientation. C. selling orientation. D. dynamic orientation. E. customer orientation. 24. Marketing could NOT take place without A. intermediaries. B. collaborators. C. two or more parties who are willing to exchange something for something else. D. a high standard of living. E. all of the above. 25. Micro-marketing: A) Tries to accomplish a company's objectives by anticipating customers' needs and trying to satisfy them. B) Begins with the production process. C) Involves persuading customers to buy your product. D) Is a social process involving all producers, intermediaries, and consumers. 26. As we know, the macro-marketing: A) Is not concerned with the flow of goods and services from producers to consumers B) Seeks to match homogeneous supply capabilities with homogeneous demands for goods and services C) Refers to a set of activities performed by both profit and nonprofit organizations D) Focuses on the objectives of society 27. The aim of marketing is to: A) Help create a pure subsistence economy. B) Eliminate the need for exchanges. C) Persuade customers to buy the firm's product. D) Identify customers' needs and meet those needs so well that the product almost "sells itself." 28. The “Marketing Concept” says that a business firm should: A) Aim all its efforts at meeting society's needs— regardless of profitability. B) Aim all its efforts at satisfying its customers—at a profit. C) Sell those products which it can make at lowest cost. D) Place heavy emphasis on developing new products. 29. The term marketing refers to: A) New product concepts and improvements. B) Advertising and promotion activities. C) A philosophy that stresses customer value and satisfaction. D) Planning sales campaigns. 30. Which of the following statements about customer value is true? A) Customer value is the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits. B) The greater the competition, the less important customer value is. C) The sure way to achieve high customer value is to offer a lower price. D) It is the manager's view of customer value that matters, not the customer's. 31. A marketing analyst for a chicken processor reports that a rising percentage of people are eating chicken because it has less fat than beef. Clearly, this firm's opportunities may improve with this change in the ____________. A) Technological environment. B) Cultural and social environment. C) Economic environment. D) Political and legal environment. 32. A change in the environment can affect consumer purchases of homes, cars, and . other items usually bought on credit. A) Political B) Social/cultural C) Economic D) Legal 33. Refers to market situation where one firm completely controls a broad product-market. A) Monopoly B) Oligopoly C) Pure competition D) Monopolistic competition 34. Rising costs and inflation are part of the uncontrollable environment. . A. Technological B. Economic C. Competitive D. Legal E. Cultural and social 35. Increased demand for new homes due to low interest rates is an example of the impact of the A. Technological B. Cultural C. Competitive D. Economic E. Social 36. Which of the following statements about the technological environment is NOT TRUE? . A. The Internet changes how firms communicate with customers. B. The transfer of technology from one part of the world to another is automatic. C. A focus on technology may cause firms to develop a production orientation. D. New technologies create new product- markets. E. Technology is the application of science to convert an economy's resources to output. 37. Which of the following statements about the technological environment is NOT TRUE? . A. The Internet changes how firms communicate with customers. B. The transfer of technology from one part of the world to another is automatic. C. A focus on technology may cause firms to develop a production orientation. D. New technologies create new product- markets. E. Technology is the application of science to convert an economy's resources to output. 38. Which of the following is not a variable associated with the cultural and social . environment? A. Technological innovation B. The role of women in society C. Language D. Attitudes on environmental issues E. Education level 39. The languages people speak, the type of education they have, and their religious beliefs . are examples of the A. Political environment. B. Economic environment. C. Cultural and social environment. D. Legal environment. E. Technological environment. 40. More women working outside the home and greater interest in leisure are examples of . changes in the environment. A. Technologic al B. Cultural and social C. Economic D. Legal E. Competitive 41. Which of the following is an example of the cultural and social environment? A. Growing acceptance of women in business. B. Growing popularity of exercise. C. Increased desire for satisfaction with life. D. All of these are examples of the cultural and social environment. 42. A neighborhood restaurant in a diverse market area sought to appeal to a wide range of consumers by offering a menu with a few choices from each of several different styles of cuisine— American, Italian, Chinese, German, Thai, and Indian. Recently, the restaurant has lost sales to newer restaurants that offer many choices from a single style of cuisine. This example illustrates the danger of adopting a _______________ approach. A. single target market B. multiple target market C. combined target market D. structured target market E. mixed-mode market 43. The pastor of a new church decides to start prospecting for new members. He focuses first on people who live within a mile radius of the church, and contacts them via mail and by visiting them door-to-door. He then moves on to people who live from one to two miles away from the church, then two to three miles away, and so on, up to a limit of ten miles away. The pastor appears to be focusing on a __________ segmenting dimension. A. behavioral B. demographic C. benefit D. geographic E. relationship 44. A father taking his family of four on vacation was trying to make hotel reservations for a trip to Disney World. He first eliminated all hotels that were in excess of two miles from the main gate to Disney World. Then he focused exclusively on hotels offering suites so that his family would have more space. He eventually selected the Excelsior Hotel because he knew the hotel offered suites and a complementary breakfast. For him, the available of the complementary breakfast was a ______________ segmenting dimension. A. qualifying B. determining C. differentiated D. geographic E. demographic 45. The “product space” graph (perceptual map) resulting from a positioning study for shampoo shows a substantial target market that is currently served by only one product— “Exotic Balsam.” Which of the following is a reasonable course of action for a competing manufacturer? A. Develop a new product to compete with Exotic Balsam. B. Look for an area on the map where there is a smaller target market that is not served by any current products. C. Attempt to reposition a current product as an alternative to Exotic Balsam. D. Do a broader analysis that includes an examination of customer needs and attitudes. E. Any of the above might be reasonable, depending on the circumstances. 46. is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes. A. Market segmentation B. Strategic planning C. Mass marketing D. Market positioning E. Implementation 47. When segmenting markets, why can't managers simply choose one or two demographic characteristics around which to define their target group? A. It puts marketers at risk of discrimination lawsuits. B. Customer behavior is too complex to be explained in terms of just one or two demographic characteristics. C. Demographic characteristics do not influence buying behaviors. D. It will fail to produce a homogeneous group. E. Market segments must be based on three or more dimensions to be valid 48. Which is the first step in market segmentation? . A. Finding one or two demographic characteristics to divide up the whole mass market. B. Clustering people with similar needs into a market segment. C. Naming a broad product-market of interest to the firm. Evaluating market segments to determine if they are large enough 49. A target marketer who uses two different marketing mix strategies to make two separate. appeals to office tablet computer users and home tablet computer users is applying: A. The broad market approach. B. The single target market approach. C. The multiple target market approach. D. The combined target market approach. E. The generic market approach. 50. Gina Williams wanted to start a decorating business. She identified several possible. target markets, but decided to serve a market composed of recently married couples that owned their first home. Gina appears to be following: A. A multiple target market approach. B. A single target market approach. C. A combined target market approach. D. A mass marketing approach. Read more