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KHOA QUAN TRI KINH DOANH >E THI KET THUC HOC PHAN
MARKETING -MKT21A
D6 thi s6 04
Thmgian lam bai: 90phut
Ap dung cho khod/he/lap: Dai hoc chinh quy /CLC
Calhi: ,\Ngay thi:^
Dai dicn Phong TT-QLCL:: Ngdy duyel de:
Phan 1 : Trac nghiem (3 diem) Ngudi duyel de T<
1.Quan diem cho rang ngiroi tieu dung ira thich nh^ng san pham
co chat luo-ng, tinh nang va hinh thirc tot nhat va vi vay doanh nghiep can tap trung
no luc khong ngirng de cai tien san pham.
a.San xuat
b.San pham

c.Dich vu
d.Marketing
c.Dan hang

2.Theo quan diem Marketing dao d^c xa hoi, nguoi lam Marketing can phai
can doi nhung khia canh nao khi xay dyng chinh sach Marketing?
a.Muc dich cua doanh nghicp
b.Sir thoa man ciia ngirdi tieu dung

e.Phue loi xa hoi

d.(b)va(e)
e.Tat ea nhung dieu neu tren.

3.Quan tri Marketing bao gom cac cong viec: (1) Phan tich cac co hoi thi trunng,
(2) Thiet lap chien lu-oc Marketing, (3) Phan doan thi trurong va lira
chpn thi truong muc tieu, (4) Hoach dinh chirong trinh Marketing, (5) To
chiic thuc hien va kiem tra cac hoat dong Marketing. Trinh ty dung trong qua trinh
nay la:

a.(1)(2)(3)(4)(5)
b.(1)(3)(4)(2)(5)
e. (3) (I) (2) (4) (5)
d. (1)(3)(2)(4)(5)
4.Birdc dau tien trong qua trinh nghicn ciru Marketing la gi?
a.Chuan bi phuong ticn may moc de tien hanh xu ly du lieu
b.Xae dinh van de va muc tieu can nghien cun.

1
c.Lap k hoach nghicn cuu ( hoac thidt kc du an nghien cuu)

d.Thu thap du lieu

5.Cau nao trong cac cau sau day dung nhat khi ndi ve nghien cnu

Marketing:
a.Nghicn cuu Marketing ludn ton kem vi chi phi tien hanh phdng van rat cao.
b.Cac doanh nghicp edn co mot bo phan nghien cuu Marketing cho rieng minh.
c.Nghicn cuu Marketing co pham vi rong Ian han so vdi nghien cuu khach hang.
d.Nha quan tri Marketing coi nghien cuu Marketing la dinh hudng cho moi quyet dinh.
6.Cac thong tin Marketing ben ngoai diroc cung cap cho he thong thong tin

ciia doanh nghiep, ngoai tru:

a.Thong tin tinh bao eanh tranh.
b.Thong tin tu cac bao cao lurcmg hang ton kho cua cac dai ly phan phoi.

c.lTong tin tu cac to chuc dich vu cung cap thong tin.

d.Thong tin tu lire lugng cong chung dong dao.

c. Thong tin tu cac co quan nha nude.

7.Trong cac yeu to sau day, yeu to nao khong thuoc ve moi trnang

Marketing vi mo cua doanh nghiep?

a.Cac trung gian Marketing

b.Khach hang
c.Ty lc lam phat hang nam.
d.Ddi thu canh tranh.
8.Moi truong Marketing vT mo dngc the hien boi nhirng yeu to sau day,

ngoai trir:
a.Dan so

b.Thu nhap ciia dan cu.

c.Loi the canh tranh.
d.Cac chi so vc kha nang ticu dung.
9.Van hoa la mot yeu to quan trong trong Marketing hien dai vi:

a.Khdng san pham nao khong chua dung nhung ycu to van hoa.
b.Ilanh vi ticu dung cua khach hang ngay cang giong nhau.
c.Nhicm vu cua ngudi lam Marketing la dieu chinh hoat dong

marketing dung vdi ycu cau cua van hoa.

d.Trcn the gidi cung vdi qua trinh toan cau hoa thi van hoa giua cac nude ngay

cang cd nhicu diem tuong ddng.

10.Nhnng nhom ngnoi dnoc xem la cong chiing tich cue cua 1 doanh nghiep thudng

cd dac trnng:
 a.Doanh nghicp dang tim sir quan lam cua ho.
b.Doanh nghiep dang thu hut sir chu y cua ho.

c.Ho quan tarn tdi doanh nghiep vdi thai do thien chi.
d.Ho quan tarn tdi doanh nghiep vi ho co nhu cau doi vdi san pham cua doanh nghicp.

11.Trong cac yeu to sau, yeu to nao khong thupc pham vi ciia moi truongnhan
khan hoc:
a.Quy mo va toe do tang dan so.
b.Co' cau tudi tac trong dan cu.

c.Co cau cua nganh kinh tc.

d.Thay doi quy mo ho gia dinh.

12.Khi Marketing san pham tren thi truung, yeu to dia ly va yeu to khi hau anh
hudng quan trong nhat dirdi gdc do:
a.Thu nhap cua dan cu khong deu.
b.Doi hoi sir thich ung cua san pham

c.Nhu cau cua dan cu khac nhau.

d.Khong tac dong nhieu den hoat dong Marketing.

13.Mot khach hang da cd y dinh mua chiec xe may A nhirng lai nhan duoc
thong tin tir mot ngu-di ban ciia minh la dich vu bao dirong cua hang nay
khong dupe tot lam. Thong tin tren la:

a.Mot loai nhicu trong thong dicp

b.Mot yeu to can trd quyct dinh mua hang.

c.Mot ycu to can nhac trudc khi sir dung

d.Thong tin thir cap.
14.Mot khach hang co the khong hai long voi san pham ma ho da mua va su

dung; trang thai cao nhat ciia sir khong hai long dirpc bieu hien bang thai d() nao
sau day?
a.Tim Idem san pham khac thay the cho san pham vua mua trong Ian mua kc ticp.
b.Khong mua lai tat ca cac san pham khac cua doanh nghicp do.

c.Tay chay va truyen tin khong tot vc san pham do.

d.Phan nan vdi Ban lanh dao doanh nghicp

c. Viet thu hoac goi dicn thco dudng day ndng cho doanh nghicp.
15.Sir trung thanh cua khach hang la mot vi du cu the ve tieu thiicde phan
doan thj truong:
a.Dia ly
b.Xa hoi

c.I am ly
d. Hanhvi
16.Theo khai niem doan thi trirong thi "Doan thi trirong la mot nhomco phan

ling nhn nhau d6i voi mot tap hop nhnng kich thich Marketing".

a.Thi truang
b.Khach hang
c.Doanh nghicp

d.Ngudi ticu dung

c.Tat ca dcu dung.

17.Marketing co phan biet:

a.Dicn ra khi mot doanh nghiep quyct dinh hoat dong trong mot so doan

thi trudng va thiet kc chuong trinh Marketing Mix cho ricng tung doan thi trudng
do.

b.Co the lam tang doanh so ban ra so voi ap dung Marketing ldhong phan bict.

e.Co the lam tang chi phi so voi Marketing khong phan bict.

d.(b)va(c)
c.^at ea eae dieu tren.

18.Tat ca nhung tieu thirc sau day thuoc nhom tieu thnc nhan khan hoc dimg de

phan doan thi truong ngoai trir:

a.Tuoi tac
b.Thu nhap
e.Gidi tinh
d.Loi song
c.Chu ki eua cuoe song gia dinh.
19.Mot doanh nghiep co quy mo nho, nang lire khong Inn, kinh doanh motsan

pham moi tren mot thi trirong khong dong nhat nen chon:

a.Chien luge Marketing phan biet

b.Chien luge Marketing khong phan biet

e.Chicn luge Marketing tap trung
d.Chicn luge phat trien san pham.
20.Co the xem xet mot san pham diroi 3 cap do. Diem nao trong cac diem duoi day

khong phai la mot trong 3 cap do do.

a.San pham hicn thuc

b.San pham huu hinh
c.San pham bo xung
d.Nhung lgi ich ca ban
Phan 2 : Ty luan (7 diem)
Cau 1 : Trinh bay nhan to van hoa, ca nhan anh hirong den hanh vi mua cua khach hang
ca nhan. Then he there tien (3,5 diem)
Cau 2 : Trinh bay eae cinic nang eua kenh phan phoi va eau true kenh phan phoi doi vdi
san pham tieu dung ca nhan. Lien he thuc ticn (3,5 diem)

Can bo coi thi khong giai thick gi them.

Sink vien khong rfucrc sit dung tdi lieu khi lam bdi.