Trắc nghiệm Nguyên lý Marketing Tiếng Anh có đáp án - Chương 2
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Câu 1:
What is the first step in the strategic planning process undertaken by a company?
💡 Lời giải chi tiết:
Strategic planning always begins with defining the company mission, which acts as a guide for all subsequent steps like setting objectives and designing the portfolio, making the correct answer Defining the company mission.
Câu 2:
Which term refers to a statement of the organization's purpose—what it wants to accomplish in the larger environment?
💡 Lời giải chi tiết:
A mission statement is explicitly defined as a statement of the organization's purpose and what it intends to achieve in the larger environment, identifying the correct answer as Mission statement.
Câu 3:
According to the BCG Growth-Share Matrix, which type of strategic business unit (SBU) is characterized by high market growth rate and high relative market share?
💡 Lời giải chi tiết:
In the BCG matrix, SBUs with high growth and high share are labeled as Stars, often requiring heavy investment to finance their rapid growth, which confirms the answer is Stars.
Câu 4:
In the BCG matrix, what are low-growth, high-share businesses or products that produce a lot of cash that the company uses to pay its bills and support other SBUs?
💡 Lời giải chi tiết:
Cash cows are defined as low-growth, high-share businesses that generate significant cash flow to support the company's other units, leading to the answer Cash cows.
Câu 5:
Which quadrant of the BCG matrix represents low-share business units in high-growth markets that require a lot of cash to hold their share?
💡 Lời giải chi tiết:
Question marks are defined as low-share business units in high-growth markets, presenting a dilemma on whether to invest cash to turn them into stars or phase them out, which points to the answer Question marks.
Câu 6:
Using the Product/Market Expansion Grid, which strategy involves increasing sales to current market segments without changing the product?
💡 Lời giải chi tiết:
Market penetration is the strategy of seeking growth by increasing sales of existing products to existing market segments without product modification, creating the answer Market penetration.
Câu 7:
If a company identifies and develops new market segments for its current company products, which growth strategy is it employing?
💡 Lời giải chi tiết:
Market development involves identifying and developing new market segments for current company products, distinct from changing the product itself, which confirms the answer is Market development.
Câu 8:
Which growth strategy dictates that a company offers modified or new products to current market segments?
💡 Lời giải chi tiết:
Product development is defined as a strategy for company growth by offering modified or new products to current market segments, making the correct answer Product development.
Câu 9:
When a company starts up or buys businesses outside of its current products and markets, which strategy from the Product/Market Expansion Grid is being used?
💡 Lời giải chi tiết:
Diversification is the strategy of starting up or acquiring businesses outside the company's current products and markets, representing the highest risk, which corresponds to the answer Diversification.
Câu 10:
What term describes the series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products?
💡 Lời giải chi tiết:
The value chain is the series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products, leading to the answer Value chain.
Câu 11:
Which concept involves the network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system?
💡 Lời giải chi tiết:
A value delivery network is defined as the network composed of the company, suppliers, distributors, and customers partnering to improve the entire system's performance, which confirms the answer is Value delivery network.
Câu 12:
Which step of the marketing process involves dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors?
💡 Lời giải chi tiết:
Market segmentation is the specific process of dividing a market into distinct groups of buyers with different needs or characteristics who might require separate products, creating the answer Market segmentation.
Câu 13:
What is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter called?
💡 Lời giải chi tiết:
Market targeting involves evaluating each market segment's attractiveness and selecting one or more segments to enter, which follows segmentation, leading to the answer Market targeting.
Câu 14:
Which marketing term refers to arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers?
💡 Lời giải chi tiết:
Positioning is the process of arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers, confirming the answer is Positioning.
Câu 15:
In the marketing mix (4Ps), which element refers to the goods-and-services combination the company offers to the target market?
💡 Lời giải chi tiết:
Product in the marketing mix is defined as the goods-and-services combination the company offers to the target market, making the correct answer Product.
Câu 16:
Which of the 4Ps represents the amount of money customers must pay to obtain the product?
💡 Lời giải chi tiết:
Price is the amount of money customers must pay to obtain the product, being the only element in the marketing mix that produces revenue, which corresponds to the answer Price.
Câu 17:
Company activities that make the product available to target consumers, such as logistics and distribution channels, fall under which 'P' of the marketing mix?
💡 Lời giải chi tiết:
Place refers to company activities that make the product available to target consumers, including distribution and logistics, identifying the correct answer as Place.
Câu 18:
Which element of the marketing mix involves activities that communicate the merits of the product and persuade target customers to buy it?
💡 Lời giải chi tiết:
Promotion consists of activities that communicate the merits of the product and persuade target customers to buy it, such as advertising and sales, leading to the answer Promotion.
Câu 19:
In a SWOT analysis, what are internal capabilities that may help a company serve its customers and achieve its objectives?
💡 Lời giải chi tiết:
Strengths in a SWOT analysis are defined as internal capabilities, resources, and positive situational factors that may help the company achieve its objectives, confirming the answer is Strengths.
Câu 20:
Which component of the SWOT analysis refers to external factors that the company may be able to exploit to its advantage?
💡 Lời giải chi tiết:
Opportunities are external factors that the company may be able to exploit to its advantage, distinguishing them from internal strengths, which points to the answer Opportunities.
Câu 21:
In SWOT analysis, what are current and emerging external factors that may challenge the company's performance?
💡 Lời giải chi tiết:
Threats are defined as current and emerging external factors that may challenge or harm the company's performance, contrasting with internal weaknesses, making the answer Threats.
Câu 22:
What is the process that turns marketing strategies and plans into marketing actions to accomplish strategic marketing objectives?
💡 Lời giải chi tiết:
Marketing implementation is the process that turns marketing strategies and plans into marketing actions to accomplish strategic marketing objectives, confirming the answer is Marketing implementation.
Câu 23:
Which management function involves measuring and evaluating the results of marketing strategies and taking corrective action to ensure that the objectives are achieved?
💡 Lời giải chi tiết:
Marketing control involves measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved, leading to the answer Marketing control.
Câu 24:
Which type of marketing organization structure involves specialists heading different marketing activities such as sales, advertising, and marketing research?
💡 Lời giải chi tiết:
A functional organization is the most common form where different marketing activities are headed by a functional specialist, such as a sales manager or advertising manager, which corresponds to the answer Functional organization.
Câu 25:
company that sells its products internationally and organizes its sales and marketing people to meet the needs of specific countries or regions is using which organization structure?
💡 Lời giải chi tiết:
A geographic organization is used by companies selling nationally or internationally to assign sales and marketing people to specific countries, regions, or districts, confirming the answer is Geographic organization.
