MIDTERM EXAMINATION

TERM 18.1A - YEAR 2018-2019

COURSE NAME: INTRODUCTION TO MARKETING

 Course Abbreviation and Number: MK203DE01

 Duration of Exam: 45 mins

 Open book/ Đề thi mở

 Textbook and one A4 handwriting paper sheet are allowed/ được phép sử dụng
tài liệu

 Printed dictionary allowed/ Được phép sử dụng từ điển in

 Hand in examination paper/ Thu lại đề thi

STUDENT NAME: STUDENT ID:

STUDENT SIGNATURE:

INSTRUCTIONS TO CANDIDATES/ HƯỚNG DẪN CHO THÍ SINH

1. Enter your name and student ID and sign in the space provided at the above table.

2. Write your answers in the answer sheet provided. Number of each question clearly.

3. This examination is divided into 2 parts:

Part A: 30 (Thirty) multiple choice questions – answer all questions (.... marks)

Part B: Discussion questions ( ..... Marks)

4. At the end of the examination, hand in both the question paper and the answer sheet

This examination is worth 20% of the final assessment.

PART 1: MULTIPLE CHOICE QUESTIONS

1. ________ are human needs as shaped by individual personality and culture.

A) Needs
B) Values
C) Demands
D) Wants
2. A(n) ________ is the set of actual and potential buyers of a product.
A) market
B) audience
C) group
D) exchange
3. Selecting which segments of a population of customers to serve is called
________.
A) market segmentation
B) target marketing
C) differentiation
D) positioning

4. Which concept holds that achieving organizational goals depends on knowing

the needs and wants of target markets and delivering the desired satisfactions better
than competitors do?
A) product
B) production
C) selling
D) marketing
5. The ________ concept is aligned with the philosophy of continuous product
improvement and the belief that customers will choose products that offer the most in
quality, performance, and innovative features.
A) marketing
B) product
C) customer
D) production

6. When a firm develops and maintains a strategic fit between its goals and
capabilities, it is performing ________.
A) strategic planning
B) values planning
C) business-portfolio planning
D) mission planning
7. Which of the following provides an answer to these questions: What is our
business? Who are our customers? What do our customers value? What should our
business be?
A) objectives and goals
B) a business portfolio
C) a mission statement
D) marketing and functional strategies
8. Which of the following can be a company division, a product line within a
division, or sometimes a single product or brand?
A) a market
B) the BCG
C) an SBU
D) a value delivery network
9. The BCG growth-share matrix classifies four types off SBUs. They are
________ , ________ , ________ , and ________.
A) stars; cash cows; question marks; dogs
B) sales; market share; price; promotion
C) market penetration; market development; product development;
diversification
D) product; price; promotion; placement
10. In the BCG approach, ________ are high-share, high-growth businesses or
products. They need heavy investment to finance rapid growth. When their growth
slows down, they turn into ________.
A) stars; question marks
B) dogs; cash cows
C) question marks; dogs
D) stars; cash cows
11. Four common sources of internal data include the accounting department,
operations, the sales force, and the ________.
A) owners
B) stockholders
C) marketing department
D) competition

12. ________ is the systematic collection and analysis of publicly available

information about consumers, competitors, and developments in the marketing
environment.
A) Marketing data
B) Customer intelligence
C) Sales management
D) Marketing intelligence
13. Which step in the four-step marketing research process has been left out of the
following list: defining the problems and research objectives, implementing the
research plan, and interpreting and reporting the findings?
A) developing the research budget
B) developing the research plan
C) choosing the research method
D) choosing the research agency
14. Marketing stimuli consist of the four Ps. Which is NOT one of these?
A) product
B) promotion
C) price
D) politics
15. The marketer wants to understand how the stimuli are changed into responses
inside the consumer's ________, which has two parts. First, the buyer's characteristics
influence how he or she perceives and reacts to the stimuli. Second, the buyer's decision
process itself affects the buyer's behavior.
A) black box
B) lifestyle
C) belief
D) culture
16. ________ are society's relatively permanent and ordered divisions whose
members share similar values, interests, and behaviors.
A) Attitudes
B) Cultures
C) Reference groups
D) Social classes
17. Opinion leaders are sometimes referred to as ________.
A) buzz marketers
B) the influentials
C) the middle class
D) the upper uppers
18. ________ is a person's pattern of living as expressed in his or her
psychographics, including his or her activities, interests, and opinions.
A) Personality
B) Culture
C) Motive
D) Lifestyle
19. 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 alignment, market segmentation, differentiation, and market
positioning
D) market segmentation, targeting, differentiation, and positioning
20. Pendergraff Pet Supplies divides the pet market according to the owners' race,
occupation, income, and family life cycle. What type of segmentation does Pendergraff
use?
A) geographic
B) demographic
C) lifestyle
D) behavioral
21. The division of buyers into groups based on their knowledge, attitudes, uses,
or responses to a product is ________ segmentation.
A) demographic
B) psychographic
C) age and life cycle
D) behavioral
22. 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
________.
A) user status
B) usage rates
C) benefit
D) loyalty status
23. When an effective program can be designed for attracting and serving a
chosen segment, the segment is best described as ________.
A) accessible
B) measurable
C) reachable
D) actionable

24. A product's position is based on important attributes as perceived by

________.
A) suppliers
B) consumers
C) market conditions
D) competitors

25. In target marketing, the issue is not really who is targeted, but rather ________
and for ________.
A) why; what
B) where; how long
C) why; how long
D) how; what

26. A company or store gains a(n) ________ by differentiating its products and
delivering more value.
A) efficiency advantage
B) competitive advantage
C) cost advantage
D) positioning advantage
27. A company or market offer can be differentiated along the lines of product,
image, services, channels, or ________.
A) prices
B) nonprice factors
C) people customer service
D) location
28. Which type of differentiation is used to gain competitive advantage through
the way a firm designs its distribution coverage, expertise, and performance?
A) services differentiation
B) product differentiation
C) people differentiation
D) channel differentiation

29. When firms use symbols, colors, or characters to convey their personalities,
they are using ________ differentiation.
A) image
 B) people
C) company
D) reputation

30. 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

PART 2: ANSWER THE QUESTION

Q1: Imagine that you are presenting a workshop on the Requirements for Effective
Segmentation. Briefly describe the five items that will help your audience understand
your topic.

Q2:Explain the concept of positioning for competitive advantage. Give an example

one of companys have the right positoning and explain the differentiation in their
customer minds