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Môn: marketing basics

Đề cương ôn thi
Môn marketing basics
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1. Sinh viên ôn lại các slide đã gửi từ chương 1 dến chương 10

2. Sinh viên đọc lại ca`c chương trong giáo trình được giới thiệu trong bài đầu tiên
của chương trình
3. Sinh viên hoàn chỉnh các bài commentary về các chủ đề thảo luận mà GV đã
sửa từ chương 1 đến chương 10
4. Sinh viên ôn lại các câu Quiz của từng chương đã giao trong khóa học
5. Sinh viên practice làm thêm các dạng câu Quiz củng cố như sau:

Marketing basics
Quiz for consolidation

1. ………………………… is the most basic determinant of a person’s want

and behavior.
A. Culture
B. Brand personality
C. Cognitive dissonance
D. Motive
2. Each culture contains smaller ………………………. Or groups of people
with share value systems based on common life experiences and
situations.
A. Cultural universals
B. Reference groups
C. Subcultures
D. Monocultures
E. Social networks
3. Many companies use ethically specific themes in their mainstream
marketing strategy because marketers have realized that insights
gleaned from ethic consumers can influence their broader markets.
This type of marketing is known as ………………marketing
A. Cross cultural
B. Buzz
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C. Social network
D. Word of mouth
4. …………………….are society’s relatively permanent and ordered
divisions whose members share similar values, interest and
behaviours.
A. Social classes
B. Societal norm
C. Reference groups
D. Universal cultures
E. Social network
5. Which of the following statements is true of cultural factors that influence
consumer behavior
A. Cultural influences on buying behavior are identical across countries
B. Social classes show distinct product and brand preferences in area such
as clothing and travel
C. Subcultures are groups within which individual has a unique and distinct
value system
D. Subculture include nationalities and racial groups, but exclude religions
6. Which of he following statements is true of social classes?
A. Social classes are society’s temporary division
B. Members of a social class have unique and distinct values behaviours
C. People within a social class tend to exhibit similar buying behavior
D. Income is the single factor that determines social class
7. Family is one of the ……………………..factors that influence consumer
behaviour
A. Regional
B. Social
C. Personal
D. Psychological
8. ……………………………….are groups to which an individual wishes
to belong as when a young basketball player hopes to play someday
for the Los Angeles Lakers
A. Membership groups
B. Aspirational group
C. Leading adopters
D. Subcultures

9. A shoe manufacturing company uses ads featuring the members of a

country music band with the hope that the band’s fans will see them
wearing the company’s shoes and hence purchase the same brand of
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shoes. The shoe company believes that the band portrays the image
of a ……………. To the band’s fan
A. Membership group
B. Reference group
C. Status symbol
D. subculture
10. …………………………are people within a reference group who,
because of special skills, knowledge, personality, or other
characteristics, exert influence on the others
A. Opinion leaders
B. Innovation
C. Surrogate consumers
D. Stealth marketers
11. Companies that use brand ambassadors are most likely involved in
…………………….. marketing
A. Ambush
B. Spam
C. Buzz
D. Viral
12. Facebook and twitter are both examples of ………………………….
A. Brand alliances
B. Opinion leaders
C. Social networks
D. Early adopters
13. What is the most important consumer buying organization in the
society?
A. Family
B. Social class
C. Membership groups
D. Reference group
14. A. ……………. consists of the activities an individual is expected to perform
according to people around him/ her
A. motive
B. role
C. lifestyle
D. perception

15. A buyer’s decisions are influenced by ………………. Such as the buyer’s age,
life cycle stage, occupation, economic situation, lifestyle, personality
A. Personal characteristic
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B. Stereotypes
C. Perception
D. attitudes
16. ……………………..is a person’s pattern of living as expressed in his/her
psychographics and it includes the individual’s activities , interest, and
opinion
A. Personality
B. Culture
C. Lifestyle
D. Motive
E. Social class
17. ………………………….. refers to the unique psychological characteristics
that distinguish an individual or group
A. Attitude
B. Belief
C. Perception
D. Personality
18. Many marketers use the self – concept premise that people’s possessions
contribute to and reflect their identities- that is, “ we are what we consume”.
According to this premise,
consumers……………………………………………………
A. Buy products to support their self image
B. Rarely identify with brand personalities
C. Are affected by opinion leaders
D. Compare product brands
19. A person’s buying choices are influenced by 4 major psychological factors.
Which if the following is NOT one of these factor?
A. Motivation
B. Perception
C. Association
D. Learning
E. Beliefs
20. A ……………………..is a need that is sufficiently pressing to direct a person
to seek satisfaction
A. Stimulus
B. Perception
C. Culture
D. Motive
21. …………………………..refers to qualitative research designed to probe
consumers’ hidden, subconscious motivations
A. Perception analysis
B. Market segmentation
C. Motivation research
D. Need recognition
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22. Maslow’s theory is that …………………………. can be arranged in a

hierarchy.
A. Marketing stimuli
B. Personal belief
C. Perception
D. Human needs
23. Which of the following is NOT part of Maslow’s hierarchy of needs?
A. Psychological needs
B. Safety needs
C. Spriritual needs
D. Esteem needs
24. ………………………….learning is the process by which people select,
organize and interpret information to form a meaningful picture of the world.
A. motivation
B. Perception
C. Dissonance
D. Learning
25. people cannot focus on all of the stimuli that surround them each day. A
person’s tendency to screen out most of the information is
called………………………….
A. Subliminal retention
B. Selective distortion
C. Cognitive dissonance
D. Selective attention
26. Mark has long supported a particular brand of footwear and has always
bought that brand. Recently, the footwear manufacturer was embroiled in a
controversy for using child labor at its manufacturing plants. Mark doubts the
news reports and continue to purchase the same brand of footwear. It is
most accurate to say that Mark displays……………………………
A. Selective distortion
B. Cognitive dissonance
C. Selective retention
D. Selective attention
27. …………………………… describes changes in an individual’s behavior
arising from experience.
A. Lifestyle
B. Learning
C. Perception
D. Cognitive dissonance
28. A(n)…………………. is a descriptive thought that a person has about
something.
A. Lifestyle
B. Motive
C. Belief
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D. Attitude
E. Cognition
29. A (n)……………….is a person’s relatively consistent evaluation, feelings,
and tendencies toward an object or idea
A. Lifestyle
B. Motive
C. Belief
D. Attitude
E. perception
30. social class is based on shared value systems and common life experiences and
situation
A. true
B. false
31. When consumers are highly involved with expensive, infrequent, or risky
purchase but see little difference among brands, they most likely will
exhibit………………….
A. Habitual buying behavior
B. Complex buying behavior
C. Impulse buying behavior
D. Dissonance- reducing buying behaviour
32. Which if rhe flowing consumer buying behaviors is related to conditions of low
consumer involvement and little significant brand different?
A. Complex buying behaviour
B. Dissonance- reducing buying behavior
C. Habitual buying behavior
D. Variety seeking buying behaviour
33. Which of the following would a marketer LEAST likely do to encourage habitual
buying bahaviour?
A. Dominated shelf pace
B. Run frequent reminder ads
C. Keep shelves fully stocked
D. Stress unique features in ads
34. The buying decision process starts with ………., in which the buyer spots a
problem.
A. need recognition
B. Information search
C. Impulsive purchases
D. Alternative evaluation
35. If a consumer’s drive is strong and a satisfying product is near at hand, the
consumer is likely to purchase product at that time. If not, the consumer may
store the need in memory or undertake………………….
A. Consumer ethnocentrism
B. Need recognition
C. Information search
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D. Cognitive dissonance

36. Which concept indicates that the company should focus on making product
improvements?

A. The product concept

B. The production concept
C. The marketing concept
D. The selling concept

37. Which concept indicates that the company should focus its efforts on selling and
promotion?

A. The product concept

B. The production concept
C. The marketing concept
D. The selling concept

38. The ________ holds that consumers will favor products that are available and
highly affordable.

A. production concept
B. product concept
C. selling concept
D. marketing concept

39. All of the following statements are true, except:

A. The problem with manufacturing concept is that management may become so
focused on manufacturing system that they forgot the customers.
B. The product concept holds that consumers prefer existing products and
product forms.
C. The selling concept holds that customers will buy enough of the organization's
products without a large selling and promotion effort.
D. The marketing concept starts with the needs and wants of the company's target
customers

40. . All of the following statements are true, except?

A. SBU stands for Strategic Business Unit.
B. An SBU can be a single business or collection of related businesses.
C. An SBU cannot be planned for separately from the rest of the company.
D. An SBU has its own set of competitors.
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41 . According to the growth-share matrix portfolio evaluation model, a company's

SBUs can be evaluated in terms of their__________.
A. market growth rate and their relative profitability.
B. market growth rate and their expansion curve tendency.
C. market growth rate and relative market share.
D. structure and target markets.

42. A US company's microenvironment consists of all of the following except

A. marketing intermediaries.
B. publicity.
C. competitors.
D. suppliers.

43. A company's macro-environment consists of all of the following except ______.

A. competitive forces.
B. environment.
C. demographics.
D. customers.

44. _______ is the most basic determinant of a person's wants and behavior.
A. Social class
B. Culture
C. Subculture
D. Occupation

45. The philosophy of ______ is to identify market segments, select one or more, and
develop products and marketing mixes tailored to each selected segment.
A. mass marketing
B. product-variety marketing
C. macro marketing
D. target marketing

46. Customers cannot evaluate the quality of the service because of which
characteristic of service………

A. intangible
B. inseparable
C. variable
D. perishable

47. All of the following statements about secondary data are true, except____.
A. secondary data can be obtained from external or internal sources.
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B. secondary data can be obtained more quickly than primary data.

C. secondary data usually costs more than primary data.
D. secondary data usually costs less than primary data

48. . _______ can be used to collect large amounts of information at a low cost per
respondent.
A. Personal interviewing
B. Focus group
C. Mail questionnaires
D. Experiments

49. The marketing research process consists of the following steps, except:
A. defining the problem and research objectives.
B. developing and implementing the research plans.
C. SWOT analysis.
D. interpreting and presenting the findings

50. All of the following statements are true, except:

A. The organizational buying process tends to be more formalized than the consumer
process.
B. The organizational buying process tends to require more professional purchasing
effort than the consumer process.
C. In the organizational buying process, the buyer and the seller are often very
independent from each other.
D. The organizational buying process is more complex than the consumer process