Câu hỏi về Marketing

When manufacturers distribute their products through intermediaries (wholesalers and retailers), the disadvantage is that the intermediaries carry many competing products, and have little incentive to promote one brand over another. Suppliers attempt to counter this through either a _______or a _______strategy.

• coercive; reward

• bonus; incentive

• persuade; threat

• push; pull

• threat; reward

For many products, _______ reasons may play as big as, or even a bigger role than ______ ones. For example, when a customer purchases a branded good, they may be prompted by the reassurance of a well-known brand or a belief that the brand fits their lifestyle or make a statement about them.

• emotional, perceptive

• practical, symbolic

• rational, emotional

• emotional, rational

• overt, covert

The extended marketing mix include _______, _______and _______

• position, processes, physical evidence

• people, proposition of value, physical evidence

• people, processes, proposition of value

• people, processes, physical evidence

• psychology, processes, physical evidence

Because the staff have the direct contact with customers, it can be problematic when they leave. The human resource management strategy needs to ensure the firm is not over-vulnerable to changes in personnel. In some instances “_______” might be appropriate to stop particular staff leaving and taking key clients with them.

• material rewards

• psychological motivation

• promises to promote

• contract ties

• golden handcuffs

Moore (1991) argued that in the adoption of new high-technology products, a gulf existed between the early adopters and the early majority that he referred to as the new product_______, into which many products fall.

• chasm

• failure

• death

• hollow

• valley

Swatch is an example of _______positioning. Before its launch in 1983 Swiss watches were sold as jewelry and most customers rarely bought more than one model. Swatch changed that by defining its watches as playful fashion accessories, fun, ephemeral, inexpensive and showy. Impulse buying was encouraged and customers typically bought several watches for different outfits.

• covert

• reverse

• breakaway

• overt

• stealth

Increasingly, the distribution issue becomes one of _______ – numerous ways in which the same products and services reach the customer. For example, one major strength of the Tesco.com Internet grocery offering was that it recognized that Internet grocery purchasing is not a substitute for store visits; it is a supplement.

• multi-channels

• diverse channels

• mixed channels

• competing channels

• combined channels

A number of models of how communications work has been developed. Most, however, come back to a basic model called AIDA. Which is abbreviated from_______, ________, _______, and ________

• Attitude, Interest, Desire, Action

• Awareness, Interest, Development, Action

• Awareness, Interest, Desire, Action

• Awareness, Involvement, Desire, Action

• Awareness, Interest, Desire, Acquisition

Each communications tool is more effective in each of the four stages of the communications model. In general, personal selling, direct marketing and sales promotions are more effective at inducing_______.

• desire

• interest

• action

• curiosity

• awareness

The Internet_______have set up radically new types of business to exploit the benefits of the new technology to do business in very different ways. They have harnessed the power of the new technology to gather information about customer preferences and to tailor products and services specifically to the needs of individual customers. For example, Amazon.com in consumer goods retailing, eBay in online auctions and Monster.com in the jobs market.

• pioneers

• mavericks

• pragmatists

• creators

• inventors