THE INTERNATIONAL UNIVERSITY (IU) – VIETNAM NATIONAL UNIVERSITY – HCMC

FINAL EXAMINATION – MCQ PART

Date: January 2022
Duration: 50 minutes

Student ID: .................................. Name:................................................

SUBJECT: Principles of Marketing

Dean of School of Business Lecturer:
Administration
Signature: Signature:

Full name: Dr Trinh Viet Dung Full name: Dr. Tran Tien Khoa
Mrs. Nguyen Que Tien
Ms. Dang Thi Uyen Thao
Mr. Lai Vinh Phuc

INSTRUCTIONS:

1. This is a CLOSED BOOK examination

2. No talking during exam.

3. No mobile phone, tablet use during the exam.

4. The students can use dictionary IN HARD COPY ONLY

5. Submit the answer onto Blackboard after the announced time: 50 mins

GOOD LUCK!

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Note:
a a

Selected Unselected Reselected

Stick ONLY ONE answer for each question

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Part A: Multiple-Choice Questions (60 points, students answer MC questions on this
question paper)

1. Which statement is correct in regard to a firm expanding its product mix:

A. Expanding the width provides wider range of choices for a particular product in order to
better fulfill current consumers.
B. Expanding the width provides the ability to satisfy demands of different consumers,
creates a greater sense of loyalty, capitalizes on established reputations and diversify risks
C. Expanding the depth in unrelated product categories sometimes lead to loss of
reliability if it is extended too far.
D. Both B and C

2. For many years, IBM dominated the computer world with their attributes like "big" and
"powerful". The introduction of the Mac mini with the BYODKM (Bring your own monitor,
keyboard and mouse) marketing campaign was an example of going against the industry
leader. What product attributes are mentioned?
A. Product quality
B. Product features
C. Product design
D. Product style

3. Amazon has developed a number of brands including AmazonBasics, Amazon essentials,

and Pinzon. What brand strategy decisions are mentioned?
A. Brand extensions
B. Private brand launching
C. Co-branding
D. None of above

4. Erica wants to replace her old washing machine with a new one. In order to get the
maximum value for her money, she plans to spend substantial time and effort in gathering
information and making product comparisons before making the actual purchase. In this

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instance, Erica is planning to buy a(n) ________ product.
A. convenience
B. exclusive
C. specialty
D. shopping

5. A pharmaceutical company in Utah recently released a new and expensive anti-ulcer drug
in the market. The company justifies the high price of the drug by claiming that it is highly
effective for treating all kinds of ulcers. The company also claims that the new drug will help
bring down the need for invasive surgeries, an additional benefit for patients. Which of the
following pricing strategies is the pharmaceutical company most likely using in this instance?
A. target pricing
B. break-even pricing
C. cost-based pricing
D. value-based pricing
E. markup pricing

6. In a Fish Market, there are more than 15 stores offering the same quality of seafood
products. However, none of these stores could charge more than the common price due to the
risk of losing sales to other stores. What type of competition exists in this fish market?
A. pure competition
B. monopolistic competition
C. oligopolistic competition
D. pure monopoly

7. In the price competition, instead of reducing the price, most companies will adopt _______
to match their competitors:
A. cost-based pricing strategies
B. value-added strategies
C. break-even pricing strategies
D. penetration pricing strategies

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 8. If a large company or corporation as Vietnam Airlines keeps the low-price, low-margin
strategy for their flight tickets, what will competitors react to this situation?

a. Competitors will compete against VNA by raising the promotion war

b. Competitors will not be able to compete against VNA
c. Competitors will invest more in their advertising activities
d. Competitors will ask for the support from the government

9. Mount Elizabeth Hospital is one of the famous hospitals in Singapore. The company is
looking to establish their business in Vietnam through contractual vertical marketing system, as
a franchise organization. Which type of franchise organization Mount Elizabeth Hospital will be
belong to if they franchise their business in the new market:
A. Service – firm sponsored retailer franchise
B. Manufacturer-sponsored service franchise
C. Manufacturer- sponsored retailer franchise
D. Manufacturer- sponsored wholesaler franchise

10. David and his family business have been supplying potatoes for Lay’s Potato Chips for over
five years. Monthly, they will supply Lay’s with new, freshly grown potatoes so that Lays can
make potato chips in their manufacture and sell finished products to the markets. David and his
family business belong to:
A. Business Partner
B. Upstream Partner
C. Downstream Partner
D. Supplying Partner

11. Which of the following products is probably be intensively distributed in Vietnam?

A. Canon digital compact camera.
B. Levi's jeans
C. DoubleMint Gum
D. Apple Smart Watch

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12. Which of the following products is probably be exclusively distributed in Vietnam?
A. Pepsi cans
B. PNJ diamond rings
C. Cartier diamond bracelets
D. Dior diamond earrings

13. Happy and Select are examples of the Coopmart’s private brands. Because Coopmart
doesn’t have to promote its private brands to get them on its own shelves like a “regular”
manufacturer would, Happy and Select brands are often priced more cheaply. Moreover,
manufacturers often feel slighted when these retailers dedicate more shelf space to their
own private brands. What happens between channel members?
A. Horizontal Conflict
B. Vertical Conflict
C. Horizonal Marketing System
D. Distribution Conflict

14. Samsung is introducing consumers to its new product Galaxy Z Flip with the help of an
advertisement campaign to introduce the Z Flip on social media and Tiktok Hashtag
Challenge. This campaign most likely aims to affect the ________ stage of buyer-readiness.
A. Preference
B. Liking
C. Awareness
D. Awareness and Knowledge

15. Integrated marketing communications require a company's mass-market advertisements,

Web site, e-mail, and personal selling communications to all have ________.
A. the same target audience
B. the same message, look, and feel
C. separate marketing objectives
D. independent communications directors

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 16. Which of the following advertising slogans most likely represents a two-sided argument?
A. Good Breakfast is Breakfast with Milo
B. Red bull gives you wing
C. A diamond is forever
D. There are some things money can’t buy. For everything else, there’s Mastercard

17. In efforts of launching new Pepsi product line – the Pepsi Lime Zero, Pepsi has sponsored
into “Rap Viet”. If Pepsi Lime Zero targets to young consumers, other than sponsored into
popular TV show for youth and aired advertising on TV, what other promotional activities
Pepsi should choose to build in their marketing plan:
A. Sampling activation in locations popular with youth to encourage for new product trial
B. Have the sponsored TV show also aired onto digital platform such as YouTube
C. Leverage the images of KOLs (Celebrities) drinking Pepsi Lime Zero to write positive PR
articles on Kenh14 and Zing News
D. All of the above
E. B and C are correct answers

18. Please look into these advertising images below, which type of message appeal is
demonstrated through the image:

A. Rational
B. Emotional
C. Moral
D. Both A & B

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 19. Which type of media form in the Advertising that would be great choice for energy brand
such as Wake Up 247 – the
brand targets into male with low
income who are truck drivers

A. Newspaper
B. Facebook & YouTube
C. Radio
D. Television
E. Both B & C

20. Between the three brands’ advertising images below, which brand includes the consumer
emotional benefits in their message strategy:

Milk Beverage brand – Fami Tooth paste brand – Colgate Shampoo –

Head& Shoulders
A. Beverage brand – Fami
B. Shampoo brand for men – Head & Shoulder
C. Tooth paste brand – Colgate
D. All three brands