Trắc nghiệm Quản trị Marketing Tiếng Anh có đáp án - Chương 12
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Câu 1:
What is the primary objective of integrated marketing communications (IMC) in modern marketing management?
💡 Lời giải chi tiết:
According to standard marketing theory, the goal of IMC is to ensure all communication touchpoints deliver a clear, consistent, and compelling message about the organization and its products
Câu 2:
Which component of the marketing communications mix involves short-term incentives to encourage the purchase or sale of a product or service?
💡 Lời giải chi tiết:
In marketing management analysis, sales promotion is defined as short-term incentives to encourage the purchase or sale of a product or service
Câu 3:
What is the main advantage of personal selling compared to other promotional tools?
💡 Lời giải chi tiết:
Personal selling is distinct because it enables two-way communication, allowing for immediate feedback and personal relationship building
Câu 4:
When a company uses a 'push' strategy, where is the promotional effort primarily directed?
💡 Lời giải chi tiết:
A push strategy involves using the sales force and trade promotion to push the product through channels to final consumers
Câu 5:
What is the primary focus of public relations (PR) in a communication mix?
💡 Lời giải chi tiết:
PR is concerned with building good relations with the company's various publics by obtaining favorable publicity and handling unfavorable rumors
Câu 6:
Which stage in the buyer readiness process involves the consumer's feeling of favor toward the product?
💡 Lời giải chi tiết:
In the hierarchy-of-effects models used in marketing, the liking stage represents the consumer's emotional favor toward the product
Câu 7:
What is 'buzz marketing' within the context of word-of-mouth influence?
💡 Lời giải chi tiết:
Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product to others in their communities
Câu 8:
Which of the following is a characteristic of direct and digital marketing?
💡 Lời giải chi tiết:
Direct and digital marketing is characterized by being more immediate, customized, and interactive compared to traditional mass media
Câu 9:
In the communication process, what does the term 'decoding' refer to?
💡 Lời giải chi tiết:
Decoding is the process by which the receiver interprets the meaning of the message sent by the source
Câu 10:
What is the 'pull' strategy primarily designed to achieve?
💡 Lời giải chi tiết:
A pull strategy directs marketing activities towards final consumers to induce them to buy the product, thereby pulling it through the channel
Câu 11:
What is the primary role of an advertising agency in marketing communication?
💡 Lời giải chi tiết:
Advertising agencies are specialized firms that assist marketers in planning, creating, and executing advertising campaigns
Câu 12:
Which communication channel category includes newspapers, magazines, and direct mail?
💡 Lời giải chi tiết:
Nonpersonal communication channels include media, atmospheres, and events that carry messages without personal contact or feedback
Câu 13:
What does the 'AIDA' model stand for in marketing communications?
💡 Lời giải chi tiết:
The AIDA model is a classic framework describing the stages a consumer goes through: Attention, Interest, Desire, and Action
Câu 14:
Which promotional budget method sets the budget based on what the company thinks it can afford?
💡 Lời giải chi tiết:
The affordable method sets the promotion budget at the level management thinks the company can afford, often ignoring the role of promotion as an investment
Câu 15:
What is the primary drawback of using the 'percentage-of-sales' method for budgeting?
💡 Lời giải chi tiết:
The percentage-of-sales method is criticized because it treats sales as the cause of promotion, whereas promotion is actually a driver of sales
Câu 16:
Which promotional tool is most effective for building long-term consumer preference?
💡 Lời giải chi tiết:
Advertising is generally viewed as the most effective tool for building long-term consumer preference and brand equity compared to short-term sales promotions
Câu 17:
What is the purpose of 'noise' in the communication process model?
💡 Lời giải chi tiết:
Noise is the unplanned static or distortion that results in the receiver getting a different message than the one the sender intended
Câu 18:
What does the 'objective-and-task' method require of marketers?
💡 Lời giải chi tiết:
The objective-and-task method involves defining specific objectives, identifying the tasks to achieve them, and estimating the costs of performing those tasks
Câu 19:
Which of the following is considered a 'personal communication channel'?
💡 Lời giải chi tiết:
Personal communication channels involve two or more people communicating directly with each other, such as face-to-face or via phone calls
Câu 20:
Why is 'message content' a critical factor in communication strategy?
💡 Lời giải chi tiết:
Message content refers to what the communicator says, focusing on the appeal, theme, or idea that will produce the desired response from the audience
Câu 21:
What is the function of the 'feedback' stage in the communication model?
💡 Lời giải chi tiết:
Feedback is the part of the receiver's response communicated back to the sender, indicating how the message was interpreted
Câu 22:
In marketing, what are 'opinion leaders'?
💡 Lời giải chi tiết:
Opinion leaders are individuals who exert influence on others' attitudes or overt behavior because of their special skills, knowledge, or personality
Câu 23:
Which promotional mix strategy is often used when a product is complex and expensive?
💡 Lời giải chi tiết:
Complex and expensive products usually require personal selling because they demand a high level of information and customer-company interaction
Câu 24:
What is the primary risk associated with 'message structure' in marketing communication?
💡 Lời giải chi tiết:
Message structure (such as whether to draw a conclusion or leave it to the audience) is vital because it impacts how persuasively the information is presented
Câu 25:
What is an advantage of 'nonpersonal communication channels'?
💡 Lời giải chi tiết:
Nonpersonal communication channels (like mass media) are efficient for reaching large audiences, providing a lower cost per exposure compared to personal methods
