Ngân hàng đề thi Nguyên Lý Tiếp Thị (Principle of Marketing) MKT101 (Mới 2021)

Cuốn Nguyên lý tiếp thị của Philip Kotler được xem như kinh thánh về ngành marketing tại 58 quốc gia trên thế giới. Thực ra bản dịch Nguyên lý tiếp thị chưa thực sự bao quát được toàn bộ nội dung cuốn sách bởi marketing rộng hơn tiếp thị rất nhiều. Bởi tính toàn diện của mình, sách Nguyên lý tiếp thị đã trở thành giáo trình môn marketing trong rất nhiều trường đại học.

Principles of Marketing, 14e (Kotler)

Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers

1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing

2) What are the four steps, in order, to designing a customer-driven marketing strategy?

A) market segmentation, differentiation, positioning, and targeting

B) positioning, market segmentation, mass marketing, and targeting

C) market segmentation, targeting, differentiation, and positioning

D) market alignment, market segmentation, differentiation, and market positioning

E) market recognition, market preference, market targeting, and market insistence

C) is a most effective way

D) are limited ways

E) are four ways

Answer: B

Diff: 2 Page Ref: 191

Skill: Concept

4) Your firm has decided to localize its products and services to meet local market demands A good approach to use would be segmentation.

Diff: 1 Page Ref: 191

AACSB: Multicultural and Diversity Understanding

B) create more easily reached segments than other methods do

C) do not involve stereotypes

D) are easy to measure in comparison to many other methods

E) involve fewer attributes to consider than other methods do

Answer: D

Diff: 2 Page Ref: 191

Skill: Concept

8) Marketers must be most careful to guard against which of the following when using age and life-cycle segmentation?

Diff: 2 Page Ref: 193

AACSB: Multicultural and Diversity Understanding

Diff: 2 Page Ref: 193

AACSB: Multicultural and Diversity Understanding

Diff: 2 Page Ref: 194

AACSB: Multicultural and Diversity Understanding

Skill: Concept

11) Lifestyle characteristics and personality characteristics are two types of variables used in segmentation.

14) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users,and regular users of a product This method of segmentation is called .

17) Consumers can show their allegiance to brands, stores, or companies Marketers can use this information to segment consumers by .

20) Consumer and business marketers use many of the same variables to segment markets Business marketers use all of the following EXCEPT .

B) user status; user loyalty

C) benefits; buying behavior

D) age and life-cycle; psychographic

E) income; usage rate

Diff: 1 Page Ref: 199

AACSB: Dynamics of the Global Economy

Skill: Concept

23) Lexus targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries This is an example of .

Diff: 2 Page Ref: 200

AACSB: Dynamics of the Global Economy

Diff: 1 Page Ref: 200

AACSB: Dynamics of the Global Economy

26) When a business market segment is large or profitable enough to serve, it is termed

29) The markets you have chosen to serve in four western states can be effectively reached and served You would tell the marketing manager that these segments are .

31) Barney Hopkins has compiled a list of things that make segments more attractive Which one

of the following items should NOT be on the list?

A) relative power of buyers

B) lack of powerful suppliers to control prices

C) few substitute products

D) competition with superior resources

E) financial resources

Answer: D

Diff: 2 Page Ref: 201

Skill: Concept

32) Which of the following is NOT one of the reasons a segment would be less attractive to a company?

B) offer superior value; gain advantages over competitors

C) offer superior value; ship faster

D) gain advantages over competitors; mass market its products

E) offer lower prices; develop customer loyalty

36) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one This approach is called marketing.

A) extra research; costs

B) sales analysis; sales

C) increased sales; increased costs

D) geographic segmentation; demographic segmentation

E) attitudes; perceptions

Answer: C

Diff: 2 Page Ref: 202

Skill: Concept

39) P&G sells six brands of laundry detergent in the United States, each designed for one of six laundry segments P&G has identified Together, these six brands take 62% of market share Which of the following is a disadvantage of P&G's differentiated marketing strategy?

A) lost sales that would have been made with an undifferentiated marketing strategy across all segments

B) lost customer loyalty due to lack of brand loyalty

C) increased costs for separate marketing plans for each brand

D) other suppliers controlling pricing

E) lack of resources to succeed in an attractive segment

B) individual relationships with customers; positioning

C) superior products; value network partners

D) greater knowledge of customers' needs; special reputation

E) competitive advantage in comparison to mass-market companies; affordable pricing

B) small; a large market

C) large; one or a few niches

D) large; the mass market

E) moderate; local

Answer: C

Diff: 2 Page Ref: 202-203

Skill: Concept

42) Today, the low cost of setting up shop makes it even more profitable to serve very small niches.

A) in malls in major cities

B) in central business districts

C) on the Internet

D) near major competitors

E) far from competitors

Answer: C

Diff: 2 Page Ref: 203

AACSB: Use of Information Technology

45) tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores.

47) Which of the following is NOT a drawback of local marketing?

A) It can drive up manufacturing costs

B) It can drive up marketing costs by reducing economies of scale

C) It can create logistics problems

D) A brand's overall image might be diluted through too much variation

E) Supporting technologies are not available

49) When a company interacts one-on-one with large numbers of customers to create unique value by designing products and services tailor-made to individual needs, it is following .

B) degree of product variability

C) product life-cycle stage

52) Target marketing sometimes generates controversy and concern Issues usually involve the targeting of consumers with products.

Diff: 2 Page Ref: 206

AACSB: Ethical Understanding and Reasoning Abilities

Diff: 1 Page Ref: 206

AACSB: Ethical Understanding and Reasoning Abilities

Diff: 3 Page Ref: 207

AACSB: Ethical Understanding and Reasoning Abilities

Skill: Concept

55) Most attempts to target children and minority groups provide to target customers.A) benefits

Diff: 2 Page Ref: 207

AACSB: Ethical Understanding and Reasoning Abilities

C) why; how long

D) where; how long

E) how; how long

Answer: B

Diff: 2 Page Ref: 207

AACSB: Ethical Understanding and Reasoning Abilities

59) Which of the listed choices is NOT a positioning task?

A) identifying a set of possible competitive advantages upon which to build a position

B) surveying frequent users of the product

C) selecting an overall positioning strategy

D) effectively communicating and delivering the chosen position to the market

E) selecting the right competitive advantages

Answer: B

Diff: 2 Page Ref: 208

AACSB: Communication Abilities

63) When firms use symbols, colors, or characters to convey their personalities, they are using differentiation.

Diff: 2 Page Ref: 211

AACSB: Communication Abilities

Skill: Concept

Objective: 7-4

64) Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to

it What does USP stand for?

A) unique selling product

B) unique services practice

C) unique sales pitch

D) unique selling proposition

E) unique strategic practice

Answer: D

Diff: 3 Page Ref: 212

AACSB: Communication Abilities

66) You have just created the "perfect" ad It communicates the full mix of benefits upon which the brand is differentiated and positioned This full positioning of the brand is called .A) its value proposition

Diff: 2 Page Ref: 212

AACSB: Communication Abilities

69) Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price?

70) "Less-for-much-less" positioning involves meeting consumers'

A) quality performance requirements at a lower price

B) lower quality requirements in exchange for a lower price

C) lower quality requirements at the lowest possible price

D) high quality requirements at a discounted rate

E) high quality requirements at the lower possible price

73) When it first opened for business, Home Depot claimed to offer better products at lower prices This hard-to-sustain value proposition is called .

75) What is the following an example of? "To busy, mobile professionals who need to always be

in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go."

76) When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which step in the process of designing a customer-driven marketing

Diff: 2 Page Ref: 190

AACSB: Analytic Skills

Diff: 2 Page Ref: 191

AACSB: Analytic Skills

Diff: 2 Page Ref: 191

AACSB: Analytic Skills

Skill: Application

79) Segmenting voters as either Democrats or Republicans is an example of .

Diff: 3 Page Ref: 194

AACSB: Analytic Skills

Skill: Application

Objective: 7-2

80) At one time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not drink much beer To increase sales, Miller was repositioned to attract the members of the middle working class This segmentation approach is

Diff: 2 Page Ref: 194

AACSB: Analytic Skills

Diff: 2 Page Ref: 200

AACSB: Analytic Skills

Skill: Application

82) An organic farmer has identified three distinct groups who might be interested in his

products: vegetarians, people who are concerned about chemicals in their foods, and people who consider themselves innovators and trendsetters These three groups are examples of A) marketing mixes

Diff: 2 Page Ref: 200

AACSB: Analytic Skills

Skill: Application

Objective: 7-2

83) A catalog retailer has identified African-American professionals between the ages of five and forty-five as the group of customers within the larger market that is a potential market for its products The retailer plans to direct its marketing efforts toward this group of consumers The retailer has identified a

Diff: 2 Page Ref: 201

AACSB: Analytic Skills

Diff: 2 Page Ref: 201

AACSB: Analytic Skills

Skill: Application

85) A marketer focuses on several commonalities among all consumers This marketer appears to

Diff: 2 Page Ref: 201

AACSB: Reflective Thinking Skills

Skill: Application

Objective: 7-3

86) Sanguine Services is a small company that practices a marketing strategy in which its limitedresources are used to go after a large share of two small niches Sanguine practices which one of these strategies?

Diff: 2 Page Ref: 202

AACSB: Analytic Skills

Skill: Application

Objective: 7-3

87) Bob and Phyllis Cords own two retail stores, one in Pottstown and one in Norristown

Though the towns are only 40 miles apart, the consumers at both stores are very different

demographically Bob and Phyllis alter the product offerings between both locations in an effort

to cater to both demographic groups This is an example of

Diff: 2 Page Ref: 204

AACSB: Analytic Skills

Skill: Application

88) Jay Bee Promotions tailors its advertising and promotional services to the needs and

preferences of individual customers Which of the following terms does NOT apply to this type

Diff: 3 Page Ref: 205

AACSB: Reflective Thinking Skills

Skill: Application

Objective: 7-3

89) There are several different sports watches for cyclists When compared to its competitors, theBike Nashbar watch is the least expensive The Acumen Basic is the only one designed for older cyclists who prefer a larger display Sports Instrument is the most comfortable of all the availablewatches This describes the of the three sports watches

Diff: 3 Page Ref: 207

AACSB: Analytic Skills

Diff: 2 Page Ref: 207

AACSB: Analytic Skills

Skill: Application

91) The Jay Group hires better employees than the competition by conducting lengthy searches and interviews Management also trains employees much better than competitors do The Jay Group has gained a strong competitive advantage through which type of differentiation?

Diff: 2 Page Ref: 211

AACSB: Analytic Skills

Skill: Application

Objective: 7-4

92) Ford Motor Company emphasizes "Quality First Ford Tough" in its truck products In doingFord Tough" in its truck products In doing

so, the company has developed a differentiation strategy based on

Diff: 2 Page Ref: 211

AACSB: Analytic Skills

Skill: Application

Objective: 7-4

93) Cheap Heaps Auto specializes in lower quality vehicles, with a few dents, that are priced a great deal lower than other used cars Cheap Heaps has chosen to position its products with a strategy

Diff: 2 Page Ref: 214

AACSB: Analytic Skills

Skill: Application

94) Neiman Marcus claims superior quality, performance, and style The owners provide the most upscale products and services and charge a higher price to cover the higher costs What type of positioning does Neiman Marcus use?

Diff: 2 Page Ref: 213

AACSB: Analytic Skills

Diff: 2 Page Ref: 215

AACSB: Analytic Skills

Skill: Application

Objective: 7-4

96) Which of the following statements illustrates why stereotypes should be avoided when using age and life-cycle segmentation?

A) Old women love to shop; young women love it more!

B) Most 10-year-old boys are mischievous

C) Some 70 year olds use wheelchairs; others play tennis

D) The majority of 20 year olds have to work; the same holds true for 30 and 40 year olds.E) both C and D

Answer: C

Diff: 2 Page Ref: 193

AACSB: Reflective Thinking Skills

Skill: Critical Thinking

97) Which of the following is the most logical reason for P&G offering products that compete with one another on the same supermarket shelves?

A) Different people want a greater selection

B) Procter & Gamble has little competition

C) Different people want different mixes of benefits from the products they buy

D) Retailers request it

E) It creates healthy competition

Answer: C

Diff: 3 Page Ref: 202

AACSB: Reflective Thinking Skills

Skill: Critical Thinking

Objective: 7-3

Refer to the scenario below to answer the following questions.

Herb Marks was making wooden writing utensils as a hobby until Mel Yoder recognized Herb's talent Mel immediately ordered 250 pens and pencils of various styles to be displayed in his shop's showcase Within three months, the writing utensils were a hit! Herb Marks had never thought of marketing his talent, but Mel's enthusiasm and the recent sales were enough to changehis mind

With limited resources, Herb contacted three additional specialty shops within 100 miles He explained his manufacturing processes and engraving options to each All three shops' owners placed a trial order Within two months, just prior to the holiday season, each shop owner placed

an additional order Herb was ecstatic!

"I figured business would slow down after that," Herb stated, "but in February I was contacted byElmore Distributors At that point, I had to make a huge decision about how far I wanted to go with this business."

Elmore Distributors provides products for school fundraisers in a seven-state area Herb was offered a two-year contract and immediate inclusion in Elmore's promotional flyer Herb Marks accepted the offer and, along with it, the responsibility to produce thousands of wooden pens andpencils

"I had to get a grip on the magnitude of this project," Herb added "I couldn't grow out of control

I was already working to capacity."

Herb decided to place his major focus on the large contract with Elmore However, to avoid placing his total emphasis with one customer, Herb continued nurturing his four previously established accounts without targeting any additional customers

"At this point, I had set up an assembly line in a rented building," Herb explained "I had to hire three full-time employees to work the line while I managed the customer orders and purchased materials." Herb paused "But I can't take the Elmore project for granted It might not always be