Chapter 3

Cau 1: The product life-cycle (PLC) is an insightful tool in an industry’s

competitive environment and market dynamics, it includes he four phases: …… ,
……. , …….., and ……
a. Launch, growth, maturity, decline
b. Introduction, growth, maturity, decline
c. Pre-launch, launch, growth, decline
d. Introduction, maturity, growth, decline
e. Introduction, decline, growth, maturity

Cau 2: The social and cultural environment consist of following factors:

Demographic change;……….; The Youth market; Changing lifestyle and living
patterns, and multi-Ethnic societies.
a. The Generation X market
b. The silver market
c. The grey market
d. The locational market
e. The community market

Cau 3: In terms of new inventions, the technological environment has ………

a. Lengthened commercialization times of new inventions.
b. Shortened commercialization times of new inventions.
c. Generated fewer inventions than before
d. Impacted negatively on the economy
e. Hindered new inventions

Cau 4: The strategic group within an industry differ based on: the barriers to
mobility within the industry;……; the geo-political boudaries; differences in
technology, reliability and safety standards.
a. The degres of horizontal integration of companies
b. The degres of alliance of companies
c. The degres of vertical integration of companies
d. The degres of competition of companies
e. The degres of coordination of companies

Cau 5: Porter’s Industry Evolution Model include three stages: emergence,

transition to….., decline
 a. Maturity
b. Growth
c. Boom
d. Success
e. Development

Cau 6: PEST is an acronym from ……. ; ……. ; …….. ; and …….

a. Political; Economic; Social; Technology and Technique
b. Political; Economic; Social; Technology
c. Political; Economic; Culture and Legal, Technology
d. Political; Economic; Social and Community; Technology
e. Political; Economic; Social and Legal, Technology

Cau 9: SPACE analysis looks at industry strength and relates this to the
competitive advantage and ……. of a company
a. Financial strength
b. Human resources strength
c. Technological strength
d. Innovation strength
e. Marketing strength

Cau 11: Consumer and business confidence are a factor of……environment

a. Political and economic
b. Political
c. Social
d. Legal
e. Technology

Cau 15: Recognizing that business has responsibilities not only to shareholders but
also to other stakeholders affected directly or indirectly by the business, some
companies are measuring their performance through the ‘Triple Bottom Line’
(TBL) of ……, ……. And …….
a. People, Planet, Process
b. Physical environment, People, Process
c. Procedure, People, Process
d. People, Planet and Profit
e. Protocol, Process, People
Cau 16: One of the most successful ways of countering a highly competitive
environment is to differentate your offering from that of competitors, in a way that
is of …..
a. Value to shareholders
b. Value to customer
c. Value to employees
d. Value to the management
e. Value to the firm

Cau 20: A strategic group is composed of firms within an industry following

similar …… aimed at similar customers or customer groups
a. Positioning
b. Business model
c. Strategies
d. Culture
e. Tactics

Cau 8: The…..quadrant represents markets where the opportunities for

differentiation remain few yet where potential size advantage remain great. This
result in an industry where large economies of scale can be achieved by a few
dominant suppliers.
a. Stalemate
b. Advantageous
c. Specialized
d. Fragmented
e. Volume

Cau 10: The…. quadrant represents markets with few ways of achieving advantage
and where the potential size advantage is small. Companies is such a strategic
group would therefore find trading like a commodity market.
a. Advantageous
b. Specialized
c. Volume
d. Stalemate
e. Fragmented

Cau 18: The Five Forces model of industry competition includes rivalry among
existing companies; threat of new entrants; bargaining power of buyers; and
bargaining power of suppliers, and ……..
a. Threats of new technology
 b. Threats of economic recession
c. Threats of substitutes
d. Threats of local authorities
e. Threats of social pressure groups

Cau 14: A ……. Posture describes a position of a company with a competitive

advantage in an attactive industry and its financial strength is over-sufficient to
balance the environmental instability it faces.
a. Conservative
b. Defensive
c. Aggressive
d. Competitive
e. Innovative

Chapter 4

Cau 1: The …… is the individual will actually make the secision as to which
product or service to purchase.
a. User/consumer
b. Initator
c. Influencer
d. Decider
e. Purchaser

Cau 2: A series of discussions between marketing research personnel and

marketing decision makers are necessary to ensure that the research project os
tackling the correct issues is call …… phase
a. Exploration
b. Problem definition
c. Quatitative research
d. Exploratory research
e. Analysis and interpretation

Cau 3: While marketing information system (MIS) placed emphasis on provision

of information, primarily in the form of facts and figures, ….. changes the
emphasis to aiding decision making through the provision of question-and-answer
facilities.
a. Market Decision Support Systems (MDSS)
b. Market Decision Support Systems (MDSS)
 c. Artificial Intelligence Support Systems (AISS)
d. Business Decision Support Systems (BDSS)
e. Management Decision Support Systems (MDSS)

Cau 4: …… Emphasizes on gaining quantifiable outputs using larger samples,

more structured research instruments (questionnaires and so on).
a. Experiment research
b. Quantitative research
c. Qualitative research
d. Tailor-made research
e. Observation research

Cau 7: The ….. is the individual who actually hands over the cash in exchange for
the product or service
a. Decider
b. Initiator
c. Influencer
d. User/consumer
e. Purchaser

Cau 8: Four stages of a comprehensive marketing research project include:

problem definition, exploratory research, quantitative research and ……
a. Using chart and graphs
b. Storing in the database
c. Evaluation and interpretation
d. Analysis and interpretation
e. Analysis and evaluation

Cau 9: …… MDSS, on the other hand, focus on simulation and representation of

aspects of the real world.
a. Market-oriented
b. Customer-oriented
c. Data-oriented
d. Information-oriented
e. Model-oriented

Cau 10: MDSS focus on date retrieval and simple analysis using statistical
techniques
a. Market-oriented
b. Customer-oriented
 c. Data-oriented
d. Information-oriented
e. Model-oriented

Cau 11: ….. Techniques can be particularly useful where respondents are unable or
unwilling to give the types of information required.
a. Observation
b. Focus group
c. In-depth interview
d. Experiment
e. Survey

Cau 13: ….. Phase, researcher often identify information gaps and specify the need
for further research.
a. Exploratory research
b. Quantitative research
c. Analysis and interpretation
d. Problem definition
e. Exploration

Cau 14: In examining date through the use of statistical techniques the analyst may
wish to test out the ……. of the marketinghe or she already has.
a. Growth
b. Market share
c. Market size
d. Response
e. Model

Cau 15: The developments in expert systems and …… that enable not only the
modelling of marketing phenomena but also the decision-making processes of
‘experts’ promise to revolutionize the whole field of decision support.
a. Statistics
b. Social media
c. Blockchain
d. Big data
e. Artificial intelligence

Cau 16: Customer purchases, customer type, product line, sales territory,
salesperson and detailed time period are information ca be collected from…
a. Survey
 b. Company records
c. Focus group
d. Off-the-peg research
e. Tailor-made research

Cau 17: The ….. is the individual (or individuals) who initates the search for a
solution to the customer’s problem.
a. Influencer
b. Purchaser
c. User/consumer
d. Initiator
e. Decider

Cau 18: To provide date for segmentation of markets, researchers will use …..
method
a. In-depth interview
b. Observation
c. Experiment
d. Survey
e. Focus group

Cau 19: a useful way to approach customer definition is to recognize five main
roles that exist in many purchasing situations. Five main roles of customer include:
initator, influencer, decider, purchaser and ……..
a. Person
b. Seller
c. User/consumers
d. Payer
e. Buyer

Chapter 5

Cau 1: the ways in which resources can be protected from duplication-barriers to

imitation-have been termed….as they serve to protect the organization from its
competition, creating a competitive barrier.
a. Protection bars
b. Isolating mechaisms
c. Duplication-proof
d. Security machanisms
e. Defensive barrier
Cau 2: …. Assets are ones that can be used to improve the organizational
performance in the marketplace
a. Intellectual
b. Internal support
c. Supply chain
d. Customer-based
e. Alliance-based

Cau 3: Where the firm’s resources are stronger than competitor’s ones, and at the
same time those resources are important in creating customer value, those
resources are called….
a. Sleepers
b. Achilles’ heels
c. Black holes
d. Hercules’s strength
e. Crown jewels

Cau 4: Marketing capabilities are the processes that enable firm to recognize the
value of new information from the market and to assmilate it. These processes
focus on knowledge acquisition and assimilation
a. Evolutionary
b. Innovative
c. Adaptive
d. Absorptive
e. Dynamic

Cau 5: Day (1994) proposed to distinguishing between two kind of a company’s

resources, company….. are the endowments a business has a accumlated, such as
those resulting from investment in scale, plant, location and brand equity,
Company….. reflect the synergy between these assets and enable them to be
deployed to the company’s advantage.
A. Assets; capabilities
B. Tangible; intangible
C. Capabilities; assets
D. Investments; capabilities
E. Fixed assets; variable assets
Cau 6: A firm’s resource portfolio is calles…. Where competitor’s resources are
stronger than the firm, and at the same time those resources are important in
customer value creation
a. Crown jewels
b. Sleepers
c. Achilles’ heels
d. Black holes
e. Hercules’s strength

Cau 7: The….has a number of key characteristics. First, they enable the provision
of competitively superior value to customers. Second, they are resistant to
duplication by competitors. Third, their value can be appropriated by the
organization
a. Know-hows and lessons
b. Processes and practices
c. Sustainable competitve advantage (SCA)
d. Key factors for succes (KFSs)
e. Assets and capabilities

Cau 8: The core processes that underpin …… strategy include market sensing (of
latent customer needs), openness to new ideas, fact product development and
lauch, technology intergration and flexible manufacturing. Management and
struture will probably be decentralized, team-oriented and loose-knit.
a. Product leadership
b. Customer intimacy
c. Premium positioning
d. Operational excellence
e. Niche positioning

Cau 9: From marketing perspective …… help firms to identify market

opportunities and subsequently enter new businesses through the creation of new
products and improved services.
a. Corporate capabilitites
b. Dynamic assets
c. Corporate assets
d. Marketing assets
e. Dynamic capabilities

Cau 10: ….. are the resource endowment the organization has built or acquired
over time. These assets are valued by customers, rate or unique to the firm,
inimitable, and non-substitutable. They can formm the basis of a competitive
advantage
a. Inherited assets
b. Marketing assets
c. Human resources
d. Total assets
e. Strategic resources

Cau 11: …… marketing capabilities are the firm’s ability to innovate and develop
the next generation of goods and services. It relies on multi-disciplinary inputs
from marketing, R&D, finance, operations and other functional disciplines
a. Dynamic
b. Innovative
c. Evolutionary
d. Absorptive
e. Adaptive

Cau 12: In the analysis of resources, therefore, the important question to always
bear in mind is: Does this resource contribute to the creation of a sustainable….for
the organization?
a. Competitive edge
b. Advantage
c. Value change
d. Key factors for success (KFS)
e. Competitive advantage

Câu 13: While dynamic capabilities in general are the ability to create new
resources in changing markets,…….capabilities are the ability to create new
marketing resources to identify, respond to and exploit change
A. Creative marketing
B. Innovsting marketing
C. Dynamic marketing
D. Varying marketing
E. Changing marketing

Cau 14: Finally, a firm’s resources that neither connsitute a competive advantage
nor are important in customer value creation could be termed…..
a. Sleepers
b. Crown jewels
 c. Black holes
d. Acilles’ heels
e. Hercules’s strength

Cau 15: ……asset that a firm can gai externally. Althought there are strategic risks
involved, these assets can be seen as one way of increasing a company’s pool of
asset and capabilities without the expense and lots of time in developing them in-
house.
a. Alliance-based
b. Supply chain
c. Customer-based
d. Intellectual
e. Internal support

Cau 16: All marketing assets of a firm are of little value if they are not actively
exploited in the marketplace. The processes and practices that deploy marketing
assets are….
a. Marketing mix
b. Marketing capabilities
c. Marketing expertise
d. Marketing practice
e. Marketing skills

Cau 17: …. assets are one that are either tangible or intangible, valued by the
customer or potential. They often exist in the mind of the customer and they are
essentially intangible in nature.
a. Supply chain
b. Customer-based
c. Alliance-based
d. Internal support
e. Intellectual

Cau 18: …. Marketing capabilities center on the firm’s ability to identify ad

capotalize on emerging market opportunities. Adaptation implies doing things
differently in response to external stimuli
a. Evolutionary
b. Adaptive
c. Dynamic
d. Absorptive
e. Innovative
Cau 20: Managers need to take a long hard look at…. Resources and asssess the
costs of maintaining them. It could well be that some pruning, or downsizing, of
such resources will free up the firm’s efforts.
a. Black holes
b. Hercules’s strength
c. Crown jewels
d. Achilles’ heels
e. Sleepers

Chapter 8
Q1: Unlike the __ approach for the segmenting markets, the ___ approach does not
commence with a preconception of market structure. The analysis is indertaken
with a view to uncovering naturally existing segments rather than shoehorning
customers into predefined categories.
a. Single variable; multiple variable
b. Post-hoc; priority
c. Quantitative; qualitative
d. Priori; post-hoc
e. Qualitative; quantitavive
Q2: The essence of ___ method is that they seek to look at a number of dimensions
simultaneously, rather than separately, in an attemp to reflect more closely the way
in which customers view the market.
a. Clustering
b. Multi-dimensional
c. Time series
d. Regression
e. Discriminant
Q3: ____ research approaches are semi-structured techniques aimed at gaining a
more in-depth understanding of how respondents view aspects of the markets of
products or service around them. They include focus group and depth interviews
a. Mixed
b. Quantitaive
c. Post-hoc
d. Priorti
e. Qualitative
Q4: In the ____ technique, the respondent is asked to assume the role or behavior
of another person, or of an object under research.
a. Mixed approach
b. The brand or company as animal or person
c. Role-play
d. The Friendly Martian
e. Projective techniques
Q5: Advertising and market research agencies such as UK ACORN (using
geographic and Demographic variables); US MOSIAC (using lifestyle variables);
US VALS (using Psychographic or demographic variables) are example of ___-
variable methods.
a. Mixed
b. Conjoint
c. Multiple
d. Simutanenous
e. Single
Q6: All the___segmentation approaches are in the public domain and hence, even
where they do offer reliable segmentation schemes of a market, they will rarely
offer the marketer any originality in viewing it.
a. Quantitaive
b. Priori
c. Superior
d. Qualitative
e. Post-hoc
Q7: In the___approach, the segmentation scheme is known in advance and the
number of segments predetermined by the scheme chosen. By its very nature, it
uses socio-economic or geodemographic variables that are in the public domain
and hence also available to competitors.
a. Clustering
b. Empirical
c. Positivistic
d. Priori
e. Post-hoc
Q8: In the__method, the respondents are asked to name a person or an animal that
embodies their view of the product or company under study.
a. Mixed approach
b. The Friendly Martian
c. Role-play
 d. The brand or company as animal or person
e. Projectice techniques
Q9: Under Attribute Profilling Methods, the dimensions that respondents use to
differnentiate and choose between alternative offerings are included in a survey
and presented as___scales for respondents to give their view on
a. Nominal
b. Semantic
c. Inverval
d. Ratio
e. Ordinal
Q10: As segmentation and positioning strategies are implemented, they inevitably
change the pattern of the market and customer perceptions, wants and needs. ____
of segmentation schemes for stability or change over time is essential in rapidly
changing the markets.
a. Tracking
b. Validating
c. Testing
d. Checking
e. Analyzing
Q11: While ____ approaches to image research often focus on the core object
(brand, product, company,…) in isolation, the ____ approaches typically consider
positioning relative to the positioning of major compertitors and relative to the
desires, wants and needs of target customer segments.
a. Quantitative, qualitative
b. Single variable; multiple variable
c. Post-hoc; priori
d. Priori; post-hoc
e. Qualitative; quantitative
Q12: In the___technique, the interviewer/group moderator assumes the role of an
alien recently landed from space and asks members of the group to explain a
particular product and how it is used
a. The brand or company as animal or person
b. Role-play
c. Projective techniques
d. The Friendly Martian
e. Mixed approach
Q13: ____ is a research method in which respondents are ask for associations with
a particular stimulus. They may, for example, be asked what words, or values, or
lifestyles, they associate with a Bmw car. The word elicited can then be further
explored through discussions and other techniques.
a. Association technique
b. Concept board
c. Visual product mapping
d. Animatics
e. Cartoon and story completion
Q14: In the____method, drawings of key frames from a commercial with ‘bubble’
speech. Respondents are then asked for their reactions and helped to discribe the
feelings they have towards the items being advertised
a. Animatics
b. Visual product mapping
c. Concept board
d. Association technique
e. Cartoon and story completion
Q15: Single-variable segmentation is based on demographic or socio-economic
characteristics. For examples, products such as toys, nappies, incontience pads are
often segmented on ___ variable.
a. Occupation
b. Sex
c. Age
d. Income
e. Lifestyle
Q16: In the____approach, the final segmentation scheme is not known in advance,
nor is the appropriate number of segments. The segmentation scheme emerging is
likely to be unique to the specific analysis, identifying new opportunities not
necessarily seen by competitors.
a. Priori
b. Empirical
c. Positivistic
d. Clustering
e. Post-hoc
Q17: The data required for segmentation studies can be broken down into two
parts. 1. The data are analyzed to form the segments such as usage rate, benefits
sought, shopping behaviour, media usage, etc. 2. The data are use to help describe
the segments once they are formed such as ___ and socio-economic data.
 a. Motivational
b. Demographic
c. Psychographic
d. Attitudinal
e. Behavioral
Q18: When customer needs and wants in a particular market are essentially
homogeneous, and the costs associated with pursuing individual market segments
with tailored marketing programs outweigh their long-term economic value. Then
a marketer should ____ market
a. Position
b. Target
c. Not target
d. Not segment
e. Segment
Q19: After using cluster analysis to segment a market, researcher often use ___ for
cross-validation.
a. Cluster analysis
b. Discriminant analysis
c. Conjoint analysis
d. Multi-dimensional scaling
e. Multiple regression
Q20: Once the data on which the segments are to be based have been collected,
they need to be analyzed to identify any naturally occurring groups or clusters.
Generically, the techniques used to identify these groups are called____.
a. Conjoint analysis
b. Multiple regression
c. Cluster analysis
d. Multi-dimensional scaling
e. Discriminant analysis
Chapter 7
Q1: There are great many potential bases for segmentation in consumer and
business markets, Arguably the segmentation approach closest to extending the
marketing concept is ____ segmentation originally suggested nearly 50 years ago
by Haley (1968)
a. Personality
b. Demographic
c. Use/benefit
d. Lifestyles
 e. Behavioral
Q2: ____segmentation is related to management concerns for strategic intent and
corporate mission, based on product/service uses and customer benefits.
a. Tactical
b. Competitive
c. Managerial
d. Dynamic
e. Strategic
Q3: The most direct method of segmenting markets is on the basis of the ___ of the
consumers in those markets.
a. Value
b. Perception
c. Behavior
d. Lifestyle
e. Preference
Q4: One way of describing the firm’s competitive positioning is the concept of
the______ - the promise made to the customers that encapsulates the position we
wish to take compared with competitors.
a. Competitive advantage
b. Market offering
c. Value proposition
d. Competitive edge
e. Positioning statement
Q5: The background customer characteristics can rarely explain brand choice
behavior. They are essentially descriptive nature. They describe who the consumer
is, but they do not uncover the basic reasons ___ the consumer behaves as they do
a. Where
b. Why
c. How
d. What
e. When
Q6: Segmenting a market should commence by looking for different use/benefit
segments called first-order segmentation. Second-order segmentation is used to
improve the ability of the company to tailor the ___ within a first-order segment
a. Communication
b. Distribution
c. Price
 d. Product
e. Marketing mix
Q7: Segmentation enables the marketer to match the product or service more
closely to needs to the target market. In this way a stronger competitive ___ can be
built.
a. Benefit
b. Value
c. Strength
d. Offering
e. Position
Q8: To choose and effective competitive differentiation, a firm need to ensure that
chosen difference should be important, distinctive, ___ communicable, affordable
and profitable.
a. Persuasive
b. Emotional
c. Inimitable
d. Superior
e. Sophisticated
Q9: Positioning is the act of designing the company’s offering and image so that
they occupy a meaningful and distinct competitive position in the target ____.
a. Market space
b. Competitors
c. Customer
d. Market
e. Customer’s minds
Q10: In some circumstances customer benefit segmentation is unacceptable to
people inside an organization, because it is not how they understand the world.
This is the problem of ___.
a. Operational systems
b. Organization structure
c. Information and reporting
d. Corporate culture
e. Decision-making processes
Q11: _____ defined Market segmentation as adjusting market offerings in various
ways to more closely meet the requirements of different customers.
a. Hooley (1970)
b. Baker (1992)
 c. Kotler (1980)
d. Smith (1956)
e. Piercy (1998)
Q12: Among different bases for segmentation, the most often used characteristics
are ____ and demographics/socio-economics, primially because of ease of
obtaining this sort of data from secondary sources.
a. Product and brand usage
b. Benefit-seeking
c. Lifestyles and values
d. Perception and preferences
e. Geographic
Q13: Lifestyle segmentation is concerned with three main elements: customers’
activities, interaction with others and _____
a. Preference
b. Value
c. Perception
d. Opinion
e. Sociallization
Q14: Segments formed on the basis of brand preference may be further described
in terms of customer demographic and ____ characteristics to enable relevant
media to be selected for promotional purposes and fuller picture of the chosen
segments to be built.
a. Attitudinal
b. Personality
c. Psychographic
d. Behavioral
e. Geographic
Q15: The ACORN segmentation system is based on population census data
classifies residential neighborhoods into 36 types within 12 main groups. The
groupings reflect neighborhoods with similar characteristics. This method is based
on ____ base
a. Psycho-demographic
b. Behavioral-demographic
c. Lifestyles and values
d. Geo-demographic
e. Geo-psychographic
Q16: Because of presence of particularly large individual customers in many
bussiness markets _____ is often employed.
a. Geography-based segmentation
b. Benefit-based segmentation
c. Attitude-based segmentation
d. Background-based segmentation
e. Usage-based segmentation
Q17: _____ means a segment should be measurable, accessible, substantial and
unique in its response to marketing stimuli.
a. Princible of segmentation
b. Strategic segmentation Decision
c. The methodology of market segmentation
d. Implementation of segmentation strategies
e. Testing the robustness of segments

Quizz 7
1. Lifestyle segmentation is concerned with three main elements: customers’
activities, interaction with others and ________________
a. socialization
b. perception
c. preference
d. value
e. opinion
2. Underlying requirements for market segmentation include: a. Customers must
differ from one another in some important respect; b. Segment targets can be
identified by ____________ characteristics; c. Selected segments should be
isolated from the remainder of the market.
Chọn câu trả lời:
a. demographic
b. geographic
c. behavioral
d. psychographic
e. measurable
3. Segments formed on the basis of brand preference may be further described in
terms of customer demographic and _____________ characteristics to enable
relevant media to be selected for promotional purposes and a fuller picture of the
chosen segments to be built.
Chọn câu trả lời:
a. behavioral
b. psychographic
c. geographic
d. attitudinal
e. personality
4. In some circumstances customer benefit segmentation is unacceptable to people
inside an organization, because it is not how they understand the world. This is the
problem of __________.
Chọn câu trả lời:
a. corporate culture
b. Operational systems
c. Decision-making processes
d. Organization structure
e. Information and reporting
5. _________________defined Market segmentation as adjusting market offerings
in various ways to more
closely meet the requirements of different customers.
Chọn câu trả lời:
a. Kotler (1980)
b. Hooley (1970)
c. Baker (1992)
d. Smith (1956)
e. Piercy (1998)
6. One way of describing the firm’s competitive positioning is the concept of the
______________ – the promise made to customers that encapsulates the position
we wish to take compared with competitors
Chọn câu trả lời:
a. positioning statement
b. value proposition
c. competitive advantage
d. market offering
e. competitive edge
7. _____________________means a segment should be measurable, accessible,
substantial and unique in its response to marketing stimuli.
Chọn câu trả lời:
a. The methodology of market segmentation
b. Principle of segmentation
c. Strategic Segmentation Decision
d. Testing the robustness of segments
e. Implementation of Segmentation Strategies
8. Background characteristics do not change from one purchase situation to
another. They can be classified along two main dimensions. Personality inventories
is the result of ___________ and
___________dimensions
Chọn câu trả lời:
a. marketing specific; objective measures
b. non-marketing specific; objective measures
c. marketing specific; subjective measures
d. non-marketing specific; subjective measures
e. Attitudinal; behavioral
9. There are a great many potential bases for segmentation in consumer and
business markets, Arguably the segmentation approach closest to extending the
marketing concept is _____________ segmentation originally suggested nearly 50
years ago by Haley (1968)
Chọn câu trả lời:
a. behavioral
b. Lifestyles
c. Personality
d. Demographic
e. use/benefit
10. The most direct method of segmenting markets is on the basis of the
_________ of the consumers in those markets
Chọn câu trả lời:
a. lifestyle
b. value
c. preference
d. behavior
e. perception
11. Because of the presence of particularly large individual customers in many
business
markets _____________ is often employed.
Chọn câu trả lời:
a. attitude-based segmentation
b. background-based segmentation
c. usage-based segmentation
d. Benefit-based segmentation
e. Geography-based segmentation
12. Positioning is the act of designing the company’s offering and image so that
they occupy a meaningful and distinct competitive position in the
target__________.
Chọn câu trả lời:
a. market
b. customers’ minds
c. customer
d. Market space
e. competitors
13. The background customer characteristics can rarely explain brand choice
behavior. They are essentially descriptive in nature. They describe who the
consumer is, but they do not uncover the basic reasons ________ the consumer
behaves as they do
Chọn câu trả lời:
a. How
b. What
c. When
d. Where
e. why
14. The ACORN segmentation system is based on population census data and
classifies residential neighborhoods into 36 types within 12 main groups. The
groupings reflect neighborhoods with similar characteristics. This method is based
on __________base.
Chọn câu trả lời:
a. Geo-psychographic
b. Behavioral-demographic
c. Lifestyles and values
d. Psycho-demographic
e. Geo-demographic
15. Among different bases for segmentation, the most often used characteristics are
_________________ and demographics/socio-economics, primarily because of the
ease of obtaining this sort of data from secondary sources
Chọn câu trả lời:
a. product and brand usage
b. Benefit-seeking
c. Perception and preferences
d. Lifestyles and values
e. geographic
16. Segmentation enables the marketer to match the product or service more
closely to the needs of the target market. In this way a stronger competitive
_________ can be built
Chọn câu trả lời:
a. position
b. value
c. strength
d. offering
e. benefit
17. To choose an effective competitive differentiation, a firm need to ensure that
chosen difference should be important, distinctive, ___________, communicable,
affordable and profitable.
Chọn câu trả lời:
a. inimitable
b. superior
c. sophisticated
d. persuasive
e. emotional
18. Segmenting a market should commence by looking for different use/benefit
segments called first-order segmentation. Second-order segmentation is used to
improve the ability of the company to tailor the ____________ within a first-order
segment
Chọn câu trả lời:
a. distribution
b. product
c. communication
d. marketing mix
e. price
19. What segmentation base does benefit-seeking characteristic (variable) belong
to?
Chọn câu trả lời:
a. Geographic
b. Psychographic
c. Behavioral
d. Demographic
e. Attitudinal
20. ___________segmentation is related to management concerns for strategic
intent and corporate mission, based on product/service uses and customer benefits.
Chọn câu trả lời:
a. Dynamic
b. tactical
c. Competitive
d. managerial
e. Strategic
Quiz 4
1. The_____________ is the individual (or individuals) who initiates the search for
a solution to the customer’s problem.
Chọn câu trả lời:
a. User/consumer
b. purchaser
c. Decider
d. Influencer
e. initiator
2. A series of discussions between marketing research personnel and marketing
decision makers are
necessary to ensure that the research project is tackling the correct issues is call
_____________ phase
Chọn câu trả lời:
a. quantitative research
b. Analysis and interpretation
c. exploratory research
d. exploration
e. problem definition
3. ______________ MDSS, on the other hand, focus on simulation and
representation of aspects of the real world.
Chọn câu trả lời:
a. Market-oriented
b. Model-oriented
c. Customer-oriented
d. Information-oriented
e. Data-oriented
4. _____________techniques can be particularly useful where respondents are
unable or unwilling to give
the types of information required.
Chọn câu trả lời:
a. In-depth interview
b. Observation
c. Focus group
d. Experiment
e. Survey
5. Customer purchases, customer type, product, product line, sales territory,
salesperson and detailed time period are information can be collected
from________________
Chọn câu trả lời:
a. Focus group
b. Tailor-made research
c. Off-the-peg research
d. Company records
e. Survey
6. _______________ emphasizes on gaining understanding and depth in data that
often cannot be quantified, using small samples.
Chọn câu trả lời:
a. Observation research
b. Qualitative research
c. Quantitative research
d. Tailor-made research
e. Experiment research
7. The developments in expert systems and ______________ that enable not only
the modelling of marketing phenomena but also the decision-making processes of
‘experts’ promise to revolutionize the whole field of decision support.
Chọn câu trả lời:
a. Big data
b. Social media
c. artificial intelligence
d. statistics
e. blockchain
8. ______________phase, researcher often identify information gaps and specify
the need for further research.
Chọn câu trả lời:
a. quantitative research
b. exploration
c. exploratory research
d. Analysis and interpretation
e. problem definition
9. Information is organized within the company through the______________. This
system may be formally structured, physically consisting of several personnel and
a variety of computer hardware and software.
Chọn câu trả lời:
a. Marketing information system (MIS)
b. Enterprise Resource Program (ERP)
c. Customer information system (CIS)
d. Marketing Decision Support Systems (MDSS)
e. Business information system (BIS)
10. ______________ Emphasizes on gaining quantifiable outputs using larger
samples, more structured
research instruments (questionnaires and so on).
Chọn câu trả lời:
a. Quantitative research
b. Experiment research
c. Qualitative research
d. Tailor-made research
e. Observation research
11. The _______________ is the individual who actually hands over the cash in
exchange for the product or service
Chọn câu trả lời:
a. initiator
b. User/consumer
c. Influencer
d. Decider
e. purchaser
12. A useful way to approach customer definition is to recognize five main roles
that exist in many purchasing situations. Five main roles of customer include:
initiator, influencer, decider, purchaser and _________________.
Chọn câu trả lời:
a. user/consumers
b. buyer
c. person
d. seller
e. payer
13. The___________ is the individual who may have some influence on the
purchase decision.
Chọn câu trả lời:
a. Influencer
b. purchaser
c. User/consumer
d. Decider
e. initiator
14. _____________ MDSS focus on data retrieval and simple analysis using
statistical techniques
Chọn câu trả lời:
a. Model-oriented
b. Market-oriented
c. Data-oriented
d. Customer-oriented
e. Information-oriented
15. The_______________ is the individual will actually make the decision as to
which product or service to purchase.
Chọn câu trả lời:
a. Influencer
b. purchaser
c. initiator
d. Decider
e. User/consumer
16. While Marketing information system (MIS) placed emphasis on provision of
information, primarily in the form of facts and figures, _____________changes the
emphasis to aiding decision making through the provision of question-and-answer
facilities.
Chọn câu trả lời:
a. Marketing Decision Support Systems (MDSS)
b. Management Decision Support Systems (MDSS)
c. Business Decision Support Systems (BDSS)
d. Artificial Intelligence Support Systems (AISS)
e. Market Decision Support Systems (MDSS)
17. Four stages of a comprehensive marketing research project include: problem
definition, exploratory research, quantitative research and ________________.
Chọn câu trả lời:
a. evaluation and interpretation
b. storing in the database
c. analysis and interpretation
d. analysis and evaluation
e. using charts and graphs
18. To provide data for segmentation of markets, researchers will use
___________method
Chọn câu trả lời:
a. experiment
b. Focus group
c. survey
d. In-depth interview
e. observation
19. In examining data through the use of statistical techniques the analyst may
wish to test out
the _____________of the market he or she already has.
Chọn câu trả lời:
a. growth
b. Market size
c. response
d. model
e. Market share
20. To establish causation, researcher often use _____________ methods
Chọn câu trả lời:
a. survey
b. focus group
c. observation
d. in-depth interview
e. experiment

Quizz 5
1. To assess a competitor’ resource profile, the company should try to collect
information about its marketing culture; its marketing assets and capabilities; its
production and operation capabilities, and _______________.
Chọn câu trả lời:
a. Customer relationship
b. human resources
c. Technological strength
d. Intellectual properties (IP)
e. financial resources
2. Successful dissemination of competitors’ intelligence requires two things. First,
the _________ must be clearly identified. Second, the data must be presented in a
manner that the recipient can understand and assimilate.
Chọn câu trả lời:
a. tactic
b. strategy
c. goal
d. destination
e. organization
3. ______________ are new entrants from other industries. They often do not fully
understand the market, therefore they may destabilize competition and also be
willing to accept zero, or low, profits for a long time.
Chọn câu trả lời:
a. “Acceptable” competitors
b. “Good” competitors
c. “Ugly” competitors
d. “Bad” competitors
e. “Stingy” competitors
4. To enable processes and operations to be compared, the firm can collect relevant
data from public sources such as competitor’s reports, websites or forums, industry
forums such as conferences and _____________customers of competitor,
distributors, industry experts, etc.
Chọn câu trả lời:
a. indirectly observe
b. directly interview
c. briber
d. seduce
e. secretly contact
5. In order to assess the ability of a competitor to innovate, a firm should study the
competitor’s _________________(such as patents and copyrights held), human
resources (the caliber of the creative and technical staff employed) and funding
(both the total funds available and the proportion devoted to research and
development, relative to industry average).
Chọn câu trả lời:
a. scientific capabilities
b. creative skills
c. operational resources
d. technical resources
e. technological resources
6. To identify the company to benchmark against, the focal firm can choose
industry leaders to learn their best practices; ______________ or smaller, more
focused firms to learn their particular strengths; and other organizations outside
their immediate sector to transfer good lessons to the company.
Chọn câu trả lời:
a. new entrants
b. start-up firms
c. incumbent firms
d. franchise firms
e. Inferior firms
7. Assessing a competitor’s marketing capability is best accomplished through
examining the elements of the ___________.
Chọn câu trả lời:
a. marketing organization
b. key success factors
c. Value chain
d. marketing mix
e. marketing information system (MIS)
8. Competitive benchmarking is the process of measuring your company’s
strategies and operations against ‘best-inclass’ companies, both inside and outside
your own industry.
The purpose is to identify certain __________________ that can then be adopted
or adapted to improve your own performance.
Chọn câu trả lời:
a. processes and practices
b. Assets and capabilities
c. know-hows and lessons
d. Key factors for success (KFSs)
e. practices and methodologies
9. Due to scarce resources and time constraints, firms often select of a few key
central processes for detailed benchmarking. They will initially center on the
_________________in the industry.
Chọn câu trả lời:
a. key factors for success (KFS)
b. market share
c. level of profitability
d. stages of value chain
e. customer relationship
10. Most successful companies attempt to build their strategies on the differential
advantage they have over others in the market. Those firms focusing their attention
to overheads, and the tight financial controls on all functions and activities prove
that they are following the __________ strategy
Chọn câu trả lời:
a. “blue-ocean”
b. defensive
c. low cost (operational excellence)
d. differentiated products and services (product leadership)
e. customer intimacy
11. The elements of the marketing mix are generally highly visible aspects of a
firm’s activities and can be analyzed to infer its_______________
Chọn câu trả lời:
a. key factors for success (KFS)
b. expertise
c. target markets
d. resource strength
e. excellence
12. To assess competitors’ current and future objectives the firm must base on
certain indicators such as competitors’ stated goals, ownership, ____________ and
investment priorities
Chọn câu trả lời:
a. CEO’s vision
b. market assumptions
c. current resources
d. management ambition
e. financial strength
13. Porter (1985) lists the characteristics that make a “good” competitor. They
include: competitive maturity-balance, competitive maturity-strength, competitive
maturity-weakness and reconcilable goals-balance, reconcilable goalsstrength,
reconcilable goals-weakness. A competitor that has a short time-horizon and risk
aversion is______________
Chọn câu trả lời:
a. reconcilable goals-balance
b. competitive maturity-strength
c. reconcilable goals-weakness
d. competitive maturity-weakness
e. competitive maturity-balance
14. Porter (1985) lists the characteristics that make a “good” competitor, they
include: competitive maturity-balance, competitive maturity-strength, competitive
maturity-weakness and reconcilable goals-balance, reconcilable goalsstrength,
reconcilable goals-weakness. A competitor understanding the rules governing the
market, holding realistic assumptions about the industry and its own relative
position and supporting industry structure is _____________
Chọn câu trả lời:
a. competitive maturity-balance
b. competitive maturity-weakness
c. competitive maturity-strength
d. reconcilable goals-balance
e. reconcilable goals-weakness
15. When the firm compare and contrast the firm’s own processes with the
identified ‘best in class’ organizations. If its processes are inadequate or
suboptimal so they need to be overhauled. This overhaul must still ‘fit’ with the
__________ of the organization
Chọn câu trả lời:
a. strength
b. resources
c. objective
d. competitive advantage
e. strategy
16. To predict competitors’ future strategies, a marketer should study the following
key indicators: past strategies, past reactions, recent resource acquisitions, past
successes and failures, __________________.
Chọn câu trả lời:
a. Past marketing
b. past management
c. past product portfolio
d. past human resources
e. changes in ownership
17. The components of competitor analysis include: assessing competitors’ current
and future objectives; assessing the competitors’ current strategies; assessing
competitors’ resources; and predicting competitors’ _____________
Chọn câu trả lời:
a. Competitive advantages
b. future strategies
c. key factors for success (KFS)
d. possible move
e. Future reaction
18. A competitor’s ability to _____________ is signaled by physical resources
(such as plant and equipment) together with human resources (including the skills
and flexibility of the staff employed).
Chọn câu trả lời:
a. market
b. produce
c. win
d. finance
e. innovate
19. Analysis of the marketing mix adopted by competitors can give useful clues as
to their target markets and the ________________ they are seeking to build with
those targets
Chọn câu trả lời:
a. relationship
b. marketing communications
c. competitive advantage
d. premium positioning
e. profit objectives
20. To assess a competitor’s financial ability, the firm should examine its
_____________ and the qualities and skills of the human resources available
within financial department.
Chọn câu trả lời:
a. cash flow statement
b. balance scorecards
c. income statement
d. balance sheet
e. published accounts

Quizz 5
1. _____________marketing capabilities are the processes that enable firms to
recognize the value of new information from the market and to assimilate it. These
processes focus on knowledge acquisition and assimilation.
Chọn câu trả lời:
a. Dynamic
b. Adaptive
c. Absorptive
d. Innovative
e. Evolutionary
2. _____________ assets are ones that are either tangible or intangible, valued by
the customer or potential customer. They often exist in the mind of the customer
and they are essentially intangible in nature.
Chọn câu trả lời:
a. Supply chain
b. Internal support
c. Intellectual
d. Customer-based
e. Alliance-based
3. _____________assets are ones that can be used to improve the organizational
performance in the marketplace
Chọn câu trả lời:
a. Alliance-based
b. Customer-based
c. Supply chain
d. Internal support
e. Intellectual
4. _________________ are the resource endowments the organization has built or
acquired over time. These assets are valued by customers, rare or unique to the
firm, inimitable, and nonsubstitutable. They can form the basis of a competitive
advantage
Chọn câu trả lời:
a. Human resources
b. Marketing assets
c. Inherited assets
d. Strategic resources
e. Total assets
5. _____________assets that a firm can gain externally. Although there are
strategic risks involved, these assets can be seen as one way of increasing a
company’s pool of assets and capabilities without incurring the expense and loss of
time in developing them in-house.
Chọn câu trả lời:
a. Customer-based
b. Intellectual
c. Supply chain
d. Alliance-based
e. Internal support
6. All marketing assets of a firm are of little value if they are not actively exploited
in the marketplace. The processes and practices that deploy marketing assets are
_____________.
Chọn câu trả lời:
a. marketing mix
b. marketing practice
c. marketing capabilities
d. marketing skills
e. marketing expertise
7. Day (1994) proposed to distinguishing between two kinds of a company’s
resources. company_________ are the endowments a business has accumulated,
such as those resulting from investments in scale, plant, location and brand equity,
Company __________ reflect the synergy between these assets and enable them to
be deployed to the company’s advantage.
Chọn câu trả lời:
a. capabilities; assets
b. tangible; intangible
c. investments, capabilities
d. fixed assets; variable assets
e. assets; capabilities
8. A strong _________________ requires that corporate resources should be
applied in the marketplace and the competitive advantage must be built on the
firm’s distinctive resources.
Chọn câu trả lời:
a. corporate culture
b. Marketing assets
c. corporate spirit
d. strategic resource
e. competitive position
9. A firm’s resource portfolio is called ___________Where competitors’ resources
are stronger than the firm, and at the same time those resources are important in
customer value creation
Chọn câu trả lời:
a. Achilles’ heels
b. Crown jewels
c. Sleepers
d. Hercules’s strength
e. Black holes
10. The core processes that underpin _________________strategy include market
sensing (of latent customer needs), openness to new ideas, fast product
development and launch, technology integration and flexible manufacturing.
Management and structure will probably be decentralized, team-oriented and
loose-knit.
Chọn câu trả lời:
a. niche positioning
b. customer intimacy
c. premium positioning
d.product leadership
e.operational Excellence
11. While dynamic capabilities in general are the ability to create new resources in
changing markets, _______________capabilities are the ability to create new
marketing resources to identify, respond to and exploit change
Chọn câu trả lời:
a. Innovating marketing
b. dynamic marketing
c. varying marketing
d. changing marketing
e. creative marketing
12. ____________marketing capabilities are the firm’s ability to innovate and
develop the next generation of goods and services. It relies on multi-disciplinary
inputs from marketing, R&D, finance, operations and other functional disciplines
Chọn câu trả lời:
a. Adaptive
b. Evolutionary
c. Innovative
d. Absorptive
e. Dynamic
13. _____________ marketing capabilities center on the firm’s ability to identify
and capitalize on emerging market opportunities. Adaptation implies doing things
differently in response to external stimuli
Chọn câu trả lời:
a. Dynamic
b. Absorptive
c. Adaptive
d. Innovative
e. Evolutionary
14. The ways in which resources can be protected from duplication-barriers to
imitation-have been termed _____________ as they serve to protect the
organization from its competition, creating a competitive barrier.
Chọn câu trả lời:
a. Security mechanisms
b. isolating mechanisms
c. defensive barrier
d. Duplication-proof
e. protection bars
15. From marketing perspective ______________ help firms to identify market
opportunities and subsequently enter new businesses through the creation of new
products and improved services.
Chọn câu trả lời:
a. dynamic assets
b. dynamic capabilities
c. corporate assets
d. marketing assets
e. corporate capabilities
16. In the analysis of resources, therefore, the important question to always bear in
mind is: Does this resource contribute to the creation of a sustainable
______________ for the organization?
Chọn câu trả lời:
a. Value change
b. advantage
c. competitive advantage
d. Competitive edge
e. key factors for success (KFS)
17. The _________________has a number of key characteristics. First, they enable
the provision of competitively superior value to customers. Second, they are
resistant to duplication by competitors. Third, their value can be appropriated by
the organization
Chọn câu trả lời:
a. know-hows and lessons
b. sustainable competitive advantage (SCA)
c. Assets and capabilities
d. Key factors for success (KFSs)
e. processes and practices
18. Finally, a firm’s resources that neither constitute a competitive advantage nor
are important in customer value creation could be termed ______________.
Chọn câu trả lời:
a. Hercules’s strength
b. Black holes
c. Crown jewels
d. Achilles’ heels
e. Sleepers
19. Managers need to take a long hard look at ___________ resources and assess
the costs of maintaining them. It could well be that some pruning, or downsizing,
of such resources will free up the firm’s efforts.
Chọn câu trả lời:
a. Hercules’s strength
b. Crown jewels
c. Black holes
d. Sleepers
e. Achilles’ heels
20. Where the firm’s resources are stronger than competitors’ ones, and at the same
time those resources are important in creating customer value, those resources are
called ___________
Chọn câu trả lời:
a. Achilles’ heels
b. Sleepers
c. Black holes
d. Crown jewels
e. Hercules’s strength

Quizz 6
1. _____________marketing capabilities are the processes that enable firms to
recognize the value of new information from the market and to assimilate it. These
processes focus on knowledge acquisition and assimilation.
Chọn câu trả lời:
a. Dynamic
b. Adaptive
c. Absorptive
d. Innovative
e. Evolutionary
2. _____________ assets are ones that are either tangible or intangible, valued by
the customer or potential customer. They often exist in the mind of the customer
and they are essentially intangible in nature.
Chọn câu trả lời:
a. Supply chain
b. Internal support
c. Intellectual
d. Customer-based
e. Alliance-based
3. _____________assets are ones that can be used to improve the organizational
performance in the marketplace
Chọn câu trả lời:
a. Alliance-based
b. Customer-based
c. Supply chain
d. Internal support
e. Intellectual
4. _________________ are the resource endowments the organization has built or
acquired over time. These assets are valued by customers, rare or unique to the
firm, inimitable, and nonsubstitutable. They can form the basis of a competitive
advantage
Chọn câu trả lời:
a. Human resources
b. Marketing assets
c. Inherited assets
d. Strategic resources
e. Total assets
5. _____________assets that a firm can gain externally. Although there are
strategic risks involved, these assets can be seen as one way of increasing a
company’s pool of assets and capabilities without incurring the expense and loss of
time in developing them in-house.
Chọn câu trả lời:
a. Customer-based
b. Intellectual
c. Supply chain
d. Alliance-based
e. Internal support
6. All marketing assets of a firm are of little value if they are not actively exploited
in the marketplace. The processes and practices that deploy marketing assets are
_____________.
Chọn câu trả lời:
a. marketing mix
b. marketing practice
c. marketing capabilities
d. marketing skills
e. marketing expertise
7. Day (1994) proposed to distinguishing between two kinds of a company’s
resources. company_________ are the endowments a business has accumulated,
such as those resulting from investments in scale, plant, location and brand equity,
Company __________ reflect the synergy between these assets and enable them to
be deployed to the company’s advantage.
Chọn câu trả lời:
a. capabilities; assets
b. tangible; intangible
c. investments, capabilities
d. fixed assets; variable assets
e. assets; capabilities
8. A strong _________________ requires that corporate resources should be
applied in the marketplace and the competitive advantage must be built on the
firm’s distinctive resources.
Chọn câu trả lời:
a. corporate culture
b. Marketing assets
c. corporate spirit
d. strategic resource
e. competitive position
9. A firm’s resource portfolio is called ___________Where competitors’ resources
are stronger than the firm, and at the same time those resources are important in
customer value creation
Chọn câu trả lời:
a. Achilles’ heels
b. Crown jewels
c. Sleepers
d. Hercules’s strength
e. Black holes
10. The core processes that underpin _________________strategy include market
sensing (of latent customer needs), openness to new ideas, fast product
development and launch, technology integration and flexible manufacturing.
Management and structure will probably be decentralized, team-oriented and
loose-knit.
Chọn câu trả lời:
a. niche positioning
b. customer intimacy
c. premium positioning
d. product leadership
e. operational Excellence
11. While dynamic capabilities in general are the ability to create new resources in
changing markets, _______________capabilities are the ability to create new
marketing resources to identify, respond to and exploit change
Chọn câu trả lời:
a. Innovating marketing
b. dynamic marketing
c. varying marketing
d. changing marketing
e. creative marketing
12. ____________marketing capabilities are the firm’s ability to innovate and
develop the next generation of goods and services. It relies on multi-disciplinary
inputs from marketing, R&D, finance, operations and other functional disciplines
Chọn câu trả lời:
a. Adaptive
b. Evolutionary
c. Innovative
d. Absorptive
e. Dynamic
13. _____________ marketing capabilities center on the firm’s ability to identify
and capitalize on emerging market opportunities. Adaptation implies doing things
differently in response to external stimuli
Chọn câu trả lời:
a. Dynamic
b. Absorptive
c. Adaptive
d. Innovative
e. Evolutionary
14. The ways in which resources can be protected from duplication-barriers to
imitation-have been termed_____________ as they serve to protect the
organization from its competition, creating a competitive barrier.
Chọn câu trả lời:
a. Security mechanisms
b. isolating mechanisms
c. defensive barrier
d. Duplication-proof
e. protection bars
15. From marketing perspective ______________ help firms to identify market
opportunities and subsequently enter new businesses through the creation of new
products and improved services.
Chọn câu trả lời:
a. dynamic assets
b. dynamic capabilities
c. corporate assets
d. marketing assets
e. corporate capabilities
16. In the analysis of resources, therefore, the important question to always bear in
mind is: Does thisresource contribute to the creation of a sustainable
______________ for the organization?
Chọn câu trả lời:
a. Value change
b. advantage
c. competitive advantage
d. Competitive edge
e. key factors for success (KFS)
17. The _________________has a number of key characteristics. First, they enable
the provision of competitively superior value to customers. Second, they are
resistant to duplication by competitors. Third, their value can be appropriated by
the organization
Chọn câu trả lời:
a. know-hows and lessons
b. sustainable competitive advantage (SCA)
c. Assets and capabilities
d. Key factors for success (KFSs)
e. processes and practices
18. Finally, a firm’s resources that neither constitute a competitive advantage nor
are important in customer value creation could be termed ______________.
Chọn câu trả lời:
a. Hercules’s strength
b. Black holes
c. Crown jewels
d. Achilles’ heels
e. Sleepers
19. Managers need to take a long hard look at ___________ resources and assess
the costs of maintaining them. It could well be that some pruning, or downsizing,
of such resources will free up the firm’s efforts.
Chọn câu trả lời:
a. Hercules’s strength
b. Crown jewels
c. Black holes
d. Sleepers
e. Achilles’ heels
20. Where the firm’s resources are stronger than competitors’ ones, and at the same
time those resources are important in creating customer value, those resources are
called ___________
Chọn câu trả lời:
a. Achilles’ heels
b. Sleepers
c. Black holes
d. Crown jewels
e. Hercules’s strength
Quizz 8
1. While ___________approaches to image research often focus on the core object
(brand, product, company, etc.) in isolation, the ____________ approaches
typically consider positioning relative to the positioning of major competitors and
relative to the desires, wants and needs of target customer
segments.
Chọn câu trả lời:
a. qualitative; quantitative
b. single variable; multiple variable
c. priori; post-hoc
d. quantitative; qualitative
e. post-hoc; prior
2. When customer needs and wants in a particular market are essentially
homogeneous, and the costs
associated with pursuing individual market segments with tailored marketing
programs outweigh their longer-term economic value. Then a marketer should
___________the market
Chọn câu trả lời:
a. position
b. not target
c. segment
d. not segment
e. target
3. Once the data on which the segments are to be based have been collected, they
need to be analyzed to identify any naturally occurring groups or clusters.
Generically, the techniques used to identify these groups are called___________.
Chọn câu trả lời:
a. Multi-dimensional scaling
b.conjoint analysis
c. Multiple regression
d. Discriminant analysis
e. cluster analysis
4. After using cluster analysis to segment a market, researcher often use
______________ for crossvalidation.
Chọn câu trả lời:
a. Multiple regression
b. Discriminant analysis
c. conjoint analysis
d. Multi-dimensional scaling
e. cluster analysis
5. Unlike the ________ approach for segmenting markets, the ___________
approach does not commence with a preconception of market structure. The
analysis is undertaken with a view to uncovering naturally existing segments rather
than shoehorning customers into predefined categories.
Chọn câu trả lời:
a. post-hoc; priori
b. qualitative; quantitative
c. single variable; multiple variable
d. quantitative; qualitative
e. priori; post-hoc
6. ______________ research approaches are semi-structured techniques aimed at
gaining a more in-depth understanding of how respondents view aspects of the
markets and products or service around them. They include focus groups and depth
interviews
Chọn câu trả lời:
a. Mixed
b. Post-hoc
c. Quantitative
d. Qualitative
e. Prior
7. _________________is a research method in which respondents are asked for
associations with a particular stimulus. They may, for example, be asked what
words, or values, or lifestyles, they associate with a BMW car. The words elicited
can then be further explored through discussions and other
techniques
Chọn câu trả lời:
a. Cartoon and story completion
b. Concept board
c. Animatics
d. Association technique
e. Visual product mapping
8. The essence of ______________models is that they seek to look at a number of
dimensions simultaneously, rather than separately, in an attempt to reflect more
closely the way in which customers view the market.
Chọn câu trả lời:
a. Discriminant
b. Multi-dimensional
c. clustering
d. regression
e. Time series
9. All the __________segmentation approaches are in the public domain and
hence, even where they do offer reliable segmentation schemes of a market, they
will rarely offer the marketer any originality in viewing it.
Chọn câu trả lời:
a. quantitative
b. priori
c. post-hoc
d. superior
e. qualitative
10. As segmentation and positioning strategies are implemented, they inevitably
change the pattern of the market and customer perceptions, wants and needs.
___________ of segmentation schemes for stability or change over time is
essential in rapidly changing markets.
Chọn câu trả lời:
a. Validating
b. Testing
c. Analyzing
d. Checking
e. Tracking