Quản trị Marketing_Đề số 2
Quản trị Marketing_Đề số 2
10/01/2018

This test has 30 questions and will last 60 minutes.

Which of the following value creation processes means sharing the brand "good news" and inspiring others to use the brand?

Business marketers can stimulate problem recognition by ________.

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

Marketers need to be aware of the status-symbol potential of brands because people usually choose products which reflect their role and their actual or desired status in a society.

If a direct-mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members.

Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

The key to attracting potential users, or even possibly nonusers, is ________.

When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with the brand, the consumer is expressing ________.

In ________ marketing, the firm ignores segment differences and goes after the whole market with one offer.

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.

Increasing shelf presence and retailer dependence in the store is one of the reasons for introducing multiple brands in a category.

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source?

Which of the following methods is most likely to be used by buyers to review the performance of chosen suppliers?

A consumer who uses Google to find comparative reports on new automobiles, is most likely using which of the following information sources for assistance?

Which of the following statements about blue ocean thinking is true?

The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute ________.

Customer cloning is the practice of identifying the key characteristics of a market segment and then identifying multiple geographic areas where the majority of the population possesses those characteristics.

Which of the following is true for business marketers?

A(n) ________ is a group of firms offering a product or class of products that are close substitutes for one another.

________ refers to the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.

Apple's ipod shuffle is an example of ________.

Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to recognize ________.

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

If a consumer, trying to decide between alternatives, believes that a particular brand delivers acceptable product performance and can be short listed, she is in the ________ level of the brand dynamics pyramid.

A company is more likely to be hurt by current competitors than by emerging competitors or new technologies.

The ________ market consists of schools, hospitals, nursing homes, prisons, and other institutions that must provide goods and services to people in their care.

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

With respect to the buying center, approvers are people who have the power to prevent sellers or information from reaching members of the buying center.

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