Marketing Management Hà Nội University

Exam on Strategic Partnering, Marketing Environment, and Consumer Buyer Behavior

20 questions

45 min

Answer key

Exam info

Subject: Marketing Management
Exam type: University
Questions: 20
Duration: 45 min
Answers: ✓ With explanations

Questions (20)

Q 1.
Which activity is the first step in company-wide strategic planning?
- A.
  Defining the mission statement
- B.
  Designing the business portfolio
- C.
  Planning marketing and functional strategies
- D.
  Reducing unprofitable business units
Q 2.
A strategic business unit is best described as:
- A.
  A division, product line, or single brand that can be managed strategically
- B.
  A group of suppliers serving the same production department
- C.
  The entire set of activities used to deliver customer value
- D.
  A financial intermediary that supports product transactions
Q 3.
In the BCG growth-share matrix, an SBU with high market growth and a high relative market share is classified as a:
- A.
  Star
- B.
  Cash cow
- C.
  Question mark
- D.
  Dog
Q 4.
A company introduces an existing product to a new geographic market. Which Ansoff strategy is being used?
- A.
  Market development
- B.
  Market penetration
- C.
  Product development
- D.
  Diversification
Q 5.
Which situation most clearly represents downsizing?
- A.
  Reducing a business unit that no longer fits the firm's strategy
- B.
  Adding a new product for an existing customer group
- C.
  Using advertising to increase existing-product sales
- D.
  Improving coordination among internal departments
Q 6.
What is the primary distinction between a value chain and a value delivery network?
- A.
  A value chain focuses on internal activities, while a value delivery network also includes external partners and customers
- B.
  A value chain includes only suppliers, while a value delivery network includes only customers
- C.
  A value chain is used only for manufacturing firms, while a value delivery network is used by service firms
- D.
  A value delivery chain is another name for the marketing mix
Q 7.
A retailer wants to distinguish its clothing brand from competing brands in customers' minds. This is an example of:
- A.
  Positioning and differentiation
- B.
  Business portfolio design
- C.
  Selective attention
- D.
  Postpurchase cognitive dissonance
Q 8.
According to the marketing effort management process, which activity should normally occur after implementation?
- A.
  Control
- B.
  Analysis
- C.
  Planning
- D.
  Segmentation
Q 9.
Marketing return on investment is measured as:
- A.
  Net return from a marketing investment divided by the cost of that investment
- B.
  Total revenue divided by total marketing expenditure
- C.
  Marketing expenditure divided by net return
- D.
  Number of customers influenced by the marketing campaign
Q 10.
Which group consists of actors and forces outside the company that are relatively close to it, such as suppliers, competitors, publics, and customers?
- A.
  The microenvironment
- B.
  The macroenvironment
- C.
  The value chain
- D.
  The buyer decision process
Q 11.
A sudden increase in raw-material scarcity and pollution-control regulations is best classified as a change in the:
- A.
  Natural environment
- B.
  Cultural environment
- C.
  Economic environment
- D.
  Social environment
Q 12.
Which statement correctly distinguishes core beliefs from secondary beliefs?
- A.
  Core beliefs are relatively deep and difficult to change, whereas secondary beliefs are generally easier to change
- B.
  Core beliefs change whenever consumer spending decreases
- C.
  Secondary beliefs are based only on demographic characteristics
- D.
  Core beliefs belong to the natural environment, while secondary beliefs belong to the technological environment
Q 13.
Which environmental force most directly creates new opportunities for developing innovative products and technologies?
- A.
  Technological environment
- B.
  Demographic environment
- C.
  Natural environment
- D.
  Publics environment
Q 14.
In the buyer black-box model, marketing stimuli and the buyer's characteristics are combined to produce which buyer responses?
- A.
  Attitudes, buying behavior, and brand engagement
- B.
  Mission statement, objectives, portfolio, and strategy
- C.
  Awareness, interest, evaluation, trial, and adoption
- D.
  Product, price, place, and promotion
Q 15.
A consumer buys a product after being strongly influenced by a social group to which the consumer wants to belong. This buyer is influenced by a(n):
- A.
  Aspirational group
- B.
  Membership group
- C.
  Dissociative group
- D.
  Purchase occasion
Q 16.
According to Maslow's hierarchy of needs, which need is most likely to motivate a person who has already secured safety and is seeking friendship and belonging?
- A.
  Social needs
- B.
  Physiological needs
- C.
  Safety needs
- D.
  Self-actualization needs
Q 17.
A shopper notices a television advertisement but later remembers its main message incorrectly. This illustrates:
- A.
  Selective distortion
- B.
  Selective attention
- C.
  Selective retention
- D.
  Cognitive dissonance
Q 18.
A consumer buys a low-cost brand of toothpaste with little deliberation because the differences between brands are minor and the purchase is routine. This is:
- A.
  Habitual buying behavior
- B.
  Complex buying behavior
- C.
  Variety-seeking buying behavior
- D.
  Dissonance-reducing buying behavior
Q 19.
Immediately after purchasing an expensive bicycle, a consumer feels uneasy about whether it was the right choice. The marketer should primarily help address the consumer's:
- A.
  Cognitive dissonance
- B.
  Selective attention
- C.
  Market segmentation
- D.
  Question-mark status
Q 20.
A new product is easy to try in small quantities and consumers can readily observe its benefits being used by others. Which two adoption characteristics are most strongly present?
- A.
  Divisibility and communicability
- B.
  Complexity and compatibility
- C.
  Relative advantage and compatibility
- D.
  Relative advantage and complexity

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