Trắc nghiệm Quản trị Marketing Tiếng Anh có đáp án - Chương 9
Thời gian còn lại: --:--
Kết quả của bạn:
Bạn đã đúng:
Bạn đã sai:
Tổng số câu:
Câu 1:
What is the primary objective of a 'marketing control' system in the context of Chapter 9?
💡 Lời giải chi tiết:
According to standard marketing management theory, control ensures performance aligns with objectives through measurement and adjustment, so the goal is to evaluate the results of marketing strategies and take corrective action
Câu 2:
Which type of control is specifically designed to determine the actual profitability of different products or territories?
💡 Lời giải chi tiết:
Profitability control is the specific tool used by companies to analyze the financial performance of segments like products, territories, and customer groups, therefore it is profitability control
Câu 3:
What is the primary focus of 'annual-plan control' in an organization?
💡 Lời giải chi tiết:
Annual-plan control is centered on checking if the current year's performance matches the predefined financial and marketing targets, so the answer is ensuring the firm is achieving the sales and profits goals set in its annual plan
Câu 4:
Which tool is commonly used to analyze the market share performance compared to competitors?
💡 Lời giải chi tiết:
Market-share analysis explicitly tracks a company's sales relative to its competitors to assess competitiveness, which leads to market-share analysis
Câu 5:
What does 'efficiency control' aim to improve within the marketing department?
💡 Lời giải chi tiết:
Efficiency control focuses on optimizing the return on investment for marketing activities, effectively improving the productivity of marketing expenditures and activities
Câu 6:
Which of the following is considered a 'strategic' control activity?
💡 Lời giải chi tiết:
Strategic control involves high-level evaluations of the firm's overall direction, best exemplified by conducting a marketing audit to assess the overall strategic fit
Câu 7:
A marketing audit is characterized by being:
💡 Lời giải chi tiết:
Marketing literature defines an audit as a comprehensive, systematic, independent, and periodic examination of a company's marketing environment, which means it is comprehensive, systematic, independent, and periodic
Câu 8:
What is the purpose of a 'sales variance analysis'?
💡 Lời giải chi tiết:
Sales variance analysis identifies the reasons behind the gap between actual performance and the plan, serving the purpose of determining why the actual sales deviated from the planned goals
Câu 9:
In marketing control, 'corrective action' refers to:
💡 Lời giải chi tiết:
Corrective action is the reactive management process used to align outcomes with objectives, consisting of steps taken to close the gap between performance and goals
Câu 10:
Which metric is most useful for calculating the efficiency of the sales force?
💡 Lời giải chi tiết:
Sales force efficiency is measured by activity metrics, making sales calls per salesperson a standard indicator of productivity
Câu 11:
What is the primary risk of not having a marketing control system?
💡 Lời giải chi tiết:
Without control systems to detect failures, the firm may continue to follow ineffective strategies due to a lack of feedback and adjustment
Câu 12:
A 'marketing audit' differs from a 'financial audit' because it focuses on:
💡 Lời giải chi tiết:
While financial audits verify numbers, marketing audits evaluate the effectiveness of the marketing environment, strategies, and activities
Câu 13:
What is 'customer profitability analysis'?
💡 Lời giải chi tiết:
Customer profitability analysis breaks down financial data to understand the profit contribution of individual customers or segments
Câu 14:
Which of these is a typical component of a marketing audit?
💡 Lời giải chi tiết:
A marketing audit covers the macro and micro environments, including a formal company strategy review
Câu 15:
The 'control' process in marketing management is best described as:
💡 Lời giải chi tiết:
Control requires constant monitoring and adjustment to maintain alignment with goals, thus functioning as a continuous feedback loop
Câu 16:
Which ratio measures the efficiency of advertising spend?
💡 Lời giải chi tiết:
To track marketing productivity, companies often monitor the advertising expense-to-sales ratio
Câu 17:
What does a 'negative variance' in sales mean?
💡 Lời giải chi tiết:
In budgeting and performance analysis, a negative variance indicates that actual results were lower than planned
Câu 18:
Which level of management is typically responsible for annual-plan control?
💡 Lời giải chi tiết:
Annual-plan control is a core managerial function involving top and middle management who monitor goal attainment
Câu 19:
Why is 'periodicity' important in a marketing audit?
💡 Lời giải chi tiết:
Periodic audits ensure the firm does not become complacent, allowing the organization to adapt to changing market conditions over time
Câu 20:
What is the role of 'benchmarking' in marketing control?
💡 Lời giải chi tiết:
Benchmarking serves as a critical control metric used to compare performance against industry leaders or best practices
Câu 21:
When should 'corrective action' be taken?
💡 Lời giải chi tiết:
Control systems trigger management intervention whenever a significant deviation from the plan occurs
Câu 22:
Which type of control is most likely to reveal that a specific product is unprofitable?
💡 Lời giải chi tiết:
Profitability control is specifically designed to analyze segments, meaning it is most likely to reveal that a specific product is unprofitable
Câu 23:
What is a major component of an 'efficiency control' report?
💡 Lời giải chi tiết:
Efficiency control focuses on measuring activity productivity, prominently including sales force productivity analysis
Câu 24:
The 'marketing audit' process usually begins with:
💡 Lời giải chi tiết:
A systematic audit requires clear parameters, so it usually begins with defining the scope and objectives of the audit
Câu 25:
Which of the following is an example of an 'external' factor evaluated in a marketing audit?
💡 Lời giải chi tiết:
Marketing audits examine the environment, which includes external factors such as technological trends
