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WorksheetsChương 1: Nhập Môn Marketing (Phần 1)
Total questions: 150
Worksheet time: 1hrs 15mins
What is the primary purpose of producing goods?
Profit
Service
Need
Production
During an exchange process, which conflicts typically arise?
Conflict between seller and buyer
Conflict between seller and buyer, and between buyers and sellers
Conflict between seller and seller
Conflict between buyer and buyer
Which statement best describes conflict between sellers and buyers?
Buyer needs surge when sellers stock more goods
Both sides want to pull customers to their side
Sellers prefer high price and volume, buyers prefer low price
Sellers set low prices when customers buy less
In conflict between sellers and sellers, what do they both want?
Buyer needs surge when sellers stock more goods
Sellers set low prices when customers buy less
Both want to attract customers to their side to gain markets
Sell more at high price while buyers want lower price
In a marketing situation, who is marketing considered a job for?
The more active party seeking exchange
Seller and buyer
Buyer
Seller
Which sequence lists the stages of marketing development?
Production – Product – Selling – Marketing – Politics
Product – Selling – Marketing – Politics – Production
Production – Product – Marketing – Politics – Selling
Production – Product – Selling – Marketing – Society
Decisions about customer discounts belong to which Marketing Mix element?
Price
Promotion
Product
Place
You are choosing entertainment for a two‑day weekend. Your choice is determined by which factor?
Price of each entertainment
Personal preference
Value of each entertainment form
All of the above
A production‑oriented view assumes consumers prefer products that are:
Uniquely styled in design
Manufactured with advanced technology
Widely available at low price
Packed with many new features
Which statement is accurate about marketing and selling?
Marketing and selling are synonyms
Marketing and selling are different terms
Selling includes all of marketing
Marketing includes selling activities
A child’s desire becomes demand when there is:
Need
Wish
Purchasing power
Product
Customer satisfaction after using a product depends on:
Consumer expectations for that product
Comparison between perceived value and product expectations
Comparison between perceived value and product perfection
High or low product price
Among the necessary exchange conditions, which one is indispensable?
Each party freely accepts or rejects offers
Each party must be able to communicate and deliver
There must be money exchange between parties
There must be at least two parties
According to modern marketing, what should companies focus on when customers are already buying product A?
Increase production of product A to meet demand
Lower price of product B to attract switchers
Invest more in product perfection for all lines
Redirect resources to push-sales of all products
How is a market defined in marketing for a company?
A set of future potential buyers of the firm
A set of customers with unmet needs willing to exchange
A set of people who bought the firm’s products
A set of buyers and sellers of a specific product
Which concept listed is NOT a marketing management philosophy covered?
Marketing
Service
Product
Production
Which viewpoint assumes consumers favor products with superior quality, features, and design, so firms should continuously improve them?
Marketing concept
Production concept
Service concept
Product concept
Which sales viewpoint emphasizes that goods are bought according to automatic demand?
Goods follow automatic demand
Goods meet special needs
Goods are purchased by choice
Goods are used daily
Under societal marketing, which aspects must marketers balance when designing policies?
All the above together
Social welfare only
Consumer satisfaction only
Company objectives only
Which philosophy claims firms should make what consumers want so buyers are satisfied and profits result?
Selling viewpoint
Production viewpoint
Marketing viewpoint
Product viewpoint
Which is the correct sequence in the marketing management process?
(3) (1) (2) (4) (5)
(1) (3) (4) (2) (5)
(1) (3) (2) (4) (5)
(1) (2) (3) (4) (5)
Activities like advertising, sales promotion, public relations, personal selling, and direct marketing belong to which marketing mix element?
Product
Price
Place
Promotion
Customer satisfaction depends on which factor most?
Product quality only
Comparison of value and perfection
High or low price
Perceived value versus expectations
What should modern firms do?
Sell what the company has
Sell what customers need
Focus on satisfying buyer needs and sell what they want
All the above actions
What is a need?
A special desire tied to culture and personality
A felt lack of something a person perceives
All of the above statements
A wish with terms and payment ability
Which statement best defines exchange in marketing?
A voluntary act where both parties gain desired value
A one-sided transfer without mutual benefit
An involuntary transaction mandated by regulation
A barter limited to tangible goods only
In marketing, a product is primarily understood as what?
A brand name attached to tangible goods
Only physical items manufactured by firms
Anything offered to satisfy customer wants
Any service provided free of charge
Which term describes wants aligned with purchasing power and readiness to buy?
Need
Preference
Demand
Desire
What is the core difference between a need and a want?
Needs are optional choices; wants are necessities
Needs are basic requirements; wants shape how needs are satisfied
Needs refer to brand choices; wants refer to categories
Needs occur after purchase; wants arise post-consumption
Which concept emphasizes designing offerings based on customer wants?
Marketing concept
Selling concept
Product concept
Production concept
Which option lists the 4Ps of the marketing mix in standard order?
Promotion, Place, Product, Price
Place, Product, Price, Promotion
Price, Product, Promotion, Place
Product, Price, Place, Promotion
Which element of the marketing mix determines how offerings reach customers?
Promotion
Product
Price
Place
Which factor set belongs to the macro marketing environment?
Brand assets, product features, pricing tiers, channels
Company, suppliers, intermediaries, customers, competitors, publics
Salesforce size, retail coverage, service policies, budgets
Demographic, economic, natural, technological, political-legal, cultural
Which factor set belongs to the micro marketing environment?
Global trade blocs, exchange rates, inflation cycles
Natural, ecological, climate, sustainability, resources
Demographic, economic, technological, political-legal, cultural
Company, suppliers, marketing intermediaries, customers, competitors, publics
Which statement best contrasts selling concept vs marketing concept profit focus?
Selling targets needs; marketing targets production efficiency
Selling seeks profit via long-term loyalty; marketing via short-term volume
Selling relies on market research; marketing relies on aggressive selling
Selling seeks profit via volume; marketing seeks profit via customer satisfaction
Which objective set is commonly pursued by marketing strategy?
Maximize production regardless of demand
Reduce customer involvement to speed transactions
Immediate volume only, minimal cost, zero promotion
Customer satisfaction, competitive advantage, sustainable profit
Which item is NOT one of the 4Ps?
Promotion
Price
Product
People
In practice, the marketing mix is adjusted to address what?
Internal HR policies only
Differences and changes in target markets
Government-set price floors only
Short-term production quotas
Which action is central to a customer-oriented marketing approach?
Identify customer needs and design to satisfy them
Prioritize factory capacity over market signals
Set prices before understanding willingness to pay
Push inventory through hard selling tactics
Which best describes a market in marketing terms?
A group of buyers with current and potential demand
A warehouse storing finished goods
A location where sellers meet suppliers
A company’s internal budgeting committee
Which environment type includes forces that can directly assist or hinder daily operations?
Micro environment
Internal accounting environment
Macro environment
Remote environment
Which environment type contains broad societal forces outside the firm?
Micro environment
Proximate environment
Macro environment
Negotiated environment
Which sequence shows how demand emerges from customer wants?
Needs shape wants; purchasing power turns wants into demand
Wants create needs; demand converts to needs
Needs equal demand; wants are irrelevant
Demand precedes wants; needs follow demand
Which characteristic best describes microenvironment factors for a firm?
Directly impact operations and results
Interact to influence organization outcomes
Firm cannot adjust or change them
All statements are false
Which items are components of the economic environment?
Interest rate
Unemployment rate
Growth of labor income
All of the above
How many elements are in the microenvironment?
Five elements
Seven elements
Six elements
Eight elements
Which factor belongs to the microenvironment?
Supplier
Social
Customer
Competitor
Which statement is incorrect regarding political environment factors?
Economic environment includes GDP and inflation
Political environment includes GDP and inflation
Natural environment includes climate and resources
Socio-cultural includes values and lifestyles
Which is not part of a firm's microenvironment?
Competitors
Annual inflation rate
Customers
Marketing intermediaries
If Yamaha hires Dentsu to run advertising, what is Dentsu relative to Yamaha?
Competitor
Public
Marketing intermediary
Supplier
Government agencies urging big tech to add backdoors play which microenvironment role?
Supplier
Competitor
Publics
Marketing intermediary
Internal publics of a company typically include which group?
Supporters of the company
Workers and management
Local residents and organizations
Long-term partners
Marketing intermediaries include which types of organizations?
Distribution channels to end buyers
Promotion support companies
Sales support firms
All of the above
A service that transports goods from producer to end consumer is best called what?
Agent
Supplier and agent
Marketing intermediary
Supplier
Company publics include which groups?
Local groups
Community action groups
All of the above
Media publics
Cultural environment includes which set of influences?
Factors affecting purchase power
Factors shaping core values and behaviors
Education level and age structure
Scientific and technological advances
Which item is not usually in the demographic environment?
Birth rate
Average life expectancy
Price index
Family size
Microenvironment comprises which elements?
All of the above
Competitors and publics
Publics and customers
Company and suppliers
Consumer market consists primarily of which buyers?
All of the above
Organizations buying to resell for profit
Organizations buying for production use
Individuals and households buying for personal use
Complete the statement: “Core values are … and they change.”
Brands are stable and change
Attitudes are stable and change
Core culture is stable and changes
Secondary culture is stable and changes
Fill the blank: “Consumer market includes … purchasing goods and services for personal goals.”
Individuals and households
Organizations and agencies
Individuals and organizations
Households and organizations
Which organization is not a supplier to a firm in marketing context?
Input materials supplier
Customer provider
Human resource supplier
Machinery and equipment supplier
GDP, inflation, and unemployment are factors of which environment?
International environment
Legal environment
Micro environment
Economic environment
How can technological progress impact markets?
Create new industries
All of the above
Eliminate existing products
Shorten product life cycles
Honda, Suzuki, and Yamaha making motorcycles compete at which level?
Product type competition
Brand competition
Desire competition
Form competition
Change in family structure belongs to which marketing environment factor?
Demographic factor
Economic factor
Natural factor
Subculture factor
A travel company and an apparel manufacturer compete at which level?
Desire competition
Brand competition
Form competition
Product type competition
Which is a microenvironment factor in marketing?
Population demographics
Household income levels
Consumer capability indices
Competitive advantage
Which is an example of a marketing intermediary?
Competitor firm
Publics group
Transport and automotive company
Upstream supplier
Core cultural beliefs and values are typically
Population inflows
Primary education
Cultural branches
Stable and slow to change
Which group does not advocate for consumers’ interests?
Consumerism movement
Government environmental policy
Minority rights expansion
A free-market enterprise
Why is culture crucial in modern marketing?
Products contain no cultural elements
Marketers must align activities with cultural demands
Globalization removes cultural differences
Consumers are increasingly identical
A firm’s marketing environment is best defined as
A set of controllable factors
A set of uncontrollable factors
A mix of controllable and uncontrollable factors
External factors beyond markets
Positive publics are characterized by
They care about the firm with goodwill
They seek the firm’s attention
They need the firm’s products
The firm seeks their attention
Analyzing the internal environment primarily reveals
Firm’s strengths only
Strengths and weaknesses
Opportunities and threats
Firm’s risks only
Which factor is not part of the demographic environment?
Changes in household size
Population size and growth
Economic industry structure
Age structure of population
For geographic and climate influences in marketing, which perspective matters most?
Minimal marketing impact
Different consumer needs
Consumer product preference demand
Unequal household income
Considering Clear shampoo versus other shampoos refers to which competition level?
Brand competition
Same product class competition
Product type competition
Desire competition
Organizations selling goods and services to earn profit and meet objectives operate in the
Consumer market
Retail market
Industrial market
International market
Choose the accurate statement about core vs secondary cultural values
Core values are very stable and easy to change
Core values are stable and harder to change than secondary values
Core values are unstable and change faster than secondary values
Secondary values are stable and hard to change
How many steps are in the typical consumer purchase decision process?
Four steps
Three steps
Five steps
Two steps
What is the first step in the consumer decision process?
Need recognition
Purchase decision
Information search
Alternative evaluation
Which is the correct 3-step sequence in consumer decision making?
Need recognition, information search, choice evaluation
Information search, choice evaluation, postpurchase evaluation
Choice evaluation, purchase decision, information search
Need recognition, postpurchase evaluation, purchase decision
In a 4-step decision process, which step typically comes last?
Purchase decision
Information search
Need recognition
Postpurchase evaluation
In a 5-step decision process, what follows information search?
Purchase decision
Postpurchase evaluation
Choice evaluation
Need recognition
Family, friends, neighbors, and colleagues are examples of which group type?
Primary groups
Secondary groups
Direct reference groups
Secondary, direct reference groups
A friend warns about poor maintenance service at a chosen motorcycle brand. This information most likely acts as what?
Noise in messaging
Tertiary information
A factor hindering purchase decision
A consideration before first use
When individuals adjust incoming information to fit their beliefs, which perceptual process is occurring?
Selective distortion
Retention filtering
Selective perception
Selective attention
What is the most extreme expression of dissatisfaction after purchase and use?
Seek substitute products next time
Refuse all products from that company
Boycott and spread negative word-of-mouth
Complain to top management
A person who affects another’s final decision without being the one deciding is called what?
Initiator
Buyer
Influencer
Decider
The set of beliefs about a brand’s meaning to a customer is called what?
Brand image
Consumer value set
Functional benefits
Distinctive attributes
Which term reflects a person’s interests, actions, and views about surrounding factors?
Lifestyle
Psychology
Beliefs
Personality
Two customers with the same motive choose different brands largely due to what?
None of the above
Attitudes and beliefs
Perception differences
Attention levels
During information search, consumers receive the most information from which source, while which source most influences action?
Personal most, mass least
Mass most, personal most influential
Personal most, commercial most influential
Mass most, commercial least influential
Spousal influence on purchase decisions typically does what across products?
Follow the buyer’s gender
Vary by product category
Remain the same
Depend on who earns more
Which statement is NOT correct in comparing B2B buying with consumer buying?
Supplier relationships are longer-term
Risk and complexity can be higher
Fewer buyers are involved
Negotiation issues matter less
Which marketing factor can stimulate consumer purchasing behavior?
Promotion
Politics
Culture
Economic conditions
Consumer purchasing power depends on which set of factors?
Price only
All of the above
Income level only
Savings needs and financing only
Perception in consumer behavior is best described as what?
The process of selecting, organizing, and interpreting accepted information
All learned actions from past experience
Concrete meaning assigned to an object
Stable judgments and feelings toward stimuli
Which definition best fits an aspirational group?
A group of members who jointly affect each other
Family, colleagues, and close friends
A group the individual belongs to and influences others
A group influencing an individual who is not a member
A motive is best understood as what?
An environmental stimulus
A need that becomes pressing enough to drive behavior
A need with purchasing ability
An action with directional intent
Complex buying behavior most often occurs for products with which characteristics?
Moderate price, moderate risk, routine replacement
Low involvement, minimal differentiation
High price, high risk, infrequent purchase, high self-expressive value
Low price, low risk, habitual use
According to Maslow, which sequence orders needs from lower to higher correctly?
Physiological, safety, esteem, social, self-actualization
Physiological, social, safety, esteem, self-actualization
Physiological, safety, esteem, self-actualization, social
Physiological, safety, social, esteem, self-actualization
Complex buying behavior is most associated with which product context?
Low-price, low-risk, frequent purchase, little brand difference
High-price, high-risk, infrequent purchase, strong brand difference
Low-price, low-risk, infrequent purchase, strong brand difference
High-price, low-risk, frequent purchase, little brand difference
Habitual buying behavior tends to occur for which product situation?
High-price, low-risk, frequent, minimal brand differences
Low-price, low-risk, frequent, minimal brand differences
High-price, high-risk, infrequent, strong brand differences
Low-price, high-risk, infrequent, strong brand differences
Which similarity do complex and dissonance-reducing buying behaviors share?
Purchases involve many alternatives to evaluate
Products are low-involvement and routine
Products show minimal brand differences
Products are expensive and purchased infrequently
Organizational buying differs from consumer buying primarily because organizational buyers:
Face simpler decisions with fewer participants
Rely more on personal impulse than analysis
Confront more complex decisions and multiple participants
Display less professionalism and standardization
Which is NOT a typical customer response to dissatisfaction?
Directly complain to the manufacturer or seller
Do nothing and accept the issue
Stop buying or boycott the seller
All are typical responses
In Maslow's model, which list correctly names the five need categories?
Self-actualization, esteem, social, safety, physiological
Esteem, social, safety, physiological, regression
Esteem, social, safety, physiological, self-actualization
Self-actualization, esteem, social, safety, regression
Belongingness and affection needs are classified as:
Safety needs
Social needs
Physiological needs
Self-actualization needs
Basic needs such as food, water, shelter, and rest are:
Social needs
Self-actualization needs
Physiological needs
Safety needs
Security needs involving health, property, and employment stability are:
Physiological needs
Self-actualization needs
Social needs
Safety needs
The desire for recognition, attention, and respect from others reflects:
Social needs
Esteem needs
Safety needs
Physiological needs
Personal hobbies and individual preferences that express one’s potential relate to:
Social needs
Physiological needs
Self-actualization needs
Esteem needs
Understanding consumer needs primarily reveals:
Customer psychology
Customer needs and wants
Customer purchase intentions
Preferred stores and prices
Analyzing occupation, economic status, personality, and values examines which factor?
Personal factors
Social factors
Psychological factors
Cultural factors
A need becomes a ____ when it strongly drives a person to seek satisfaction.
Fact
Reality
Decision
Motive
Key influences on consumer buying behavior include:
Psychological, personal, cultural, social
Cultural, physiological, social, psychological
Psychological, cultural, physiological, social
Safety, cultural, physiological, social
How many major categories of influences on consumer behavior are commonly identified?
Four
Seven
Five
Six
Which sequence best describes organizational new-task buying stages?
General need description, supplier selection, performance review, need recognition, order routine, solicitation
Supplier search, order routine, need recognition, technical specification, solicitation, selection, performance review
Need recognition, general need description, technical specification, supplier search, solicitation, supplier selection, order routine, performance review
Need recognition, solicitation, order routine, performance review, supplier search, selection, specification
Which set best represents psychological factors influencing consumer behavior?
Trends, lifestyle changes, behavior, taste, preference
Family roles, status, reference group influences
Age, family life cycle stage, occupation, education
Motivation, perception, learning, beliefs and attitudes
Which set best represents personal factors affecting individual consumers?
Family, roles, status, and reference group influences
Motivation, perception, learning, beliefs and attitudes
Trends, behavioral changes, style, preferences, values
Age and family life cycle, occupation, education, economic status, personality, lifestyle
Which set best represents cultural factors in consumer behavior?
Family roles, status, and reference group influences
Trends and changes, behavioral norms, style, preferences, values
Age and family life cycle, occupation, education, economic status, personality, lifestyle
Motivation, perception, learning, beliefs and attitudes
Which set best represents social factors affecting consumers?
Family, roles, status, and reference group influences
Age and family life cycle, occupation, education, economic status, personality, lifestyle
Trends and changes, behavior, style, preferences, values
Motivation, perception, learning, beliefs and attitudes
How many stages are in the cognition process described for consumers?
Two stages
Three stages
Four stages
Five stages
Which list correctly names the three stages of cognition?
Reception, intentional reception, information interpretation
Stimulus exposure, memory encoding, retrieval
Sensation, perception, decision
Passive reception, selective attention, interpretation
What is learning in the context of consumer behavior?
All of the above
Knowledge-based views and opinions from experience
Evaluative judgments with feelings and tendencies
Changes in behavior from personal experience
What are attitudes in consumer behavior?
Behavior changes from past experience
Evaluative judgments with conscious beliefs, feelings, action tendencies toward an object or idea
All of the above
Views formed from knowledge and opinions gained through experience
What are beliefs in consumer behavior?
All of the above
Evaluations with feelings and tendencies toward an object
Views originating from knowledge, opinions, and actions experienced about something
Behavior changes from personal experience
Which phases of buying behavior should a firm monitor for consumer purchases?
Pre-purchase, purchase, post-purchase
Pre-purchase, purchase
Pre-purchase, post-purchase
Purchase, post-purchase
Which types of buying behavior are included in the classification?
Complex buying, dissonance-reducing buying, habitual buying, variety-seeking buying
Complex buying, habitual buying, variety-only buying
Habitual buying, variety-seeking only
Complex buying, dissonance-reducing buying only
Customers who care a lot and consider many attributes for products show which buying behavior?
Complex buying
Dissonance-reducing buying
Complex and dissonance-reducing buying
Variety-seeking buying
Customers with low involvement who do not study brand differences show which buying behavior?
Habitual buying and dissonance-reducing buying
Habitual buying and variety-seeking buying
Complex and variety-seeking buying
Complex and dissonance-reducing buying
Customers who do not research brand differences for certain categories show which behavior?
Complex and dissonance-reducing buying
Complex and variety-seeking buying
Habitual buying and variety-seeking buying
Habitual buying and dissonance-reducing buying
Customers who do compare brands for certain categories show which behavior?
Habitual buying only
Complex buying and variety-seeking buying
Habitual and variety-seeking buying
Complex and dissonance-reducing buying
Organizational buying roles typically include which group?
Participants in purchasing, users and influencers
Participants in purchasing, users and buyers
Participants in purchasing, users only
Participants in purchasing, users, influencers, buyers, deciders, gatekeepers
How does spousal influence on purchase decisions generally vary?
Varies by product type
Similar across households
Depends on income differences
Always driven by the wife
In instant noodle purchases, a consumer habitually chooses brand A without consideration, but switches to brand B when seeking new tastes. Which behavior is shown?
Variety-seeking buying
Habitual buying only
Dissonance-reducing buying
Complex buying
Which buying behavior is most difficult for marketers to predict due to the consumer's search for variety?
Habitual buying with routine choices
Negotiated buying under constraints
Variety-seeking buying behavior
Complex buying with technical evaluation
Which situation offers the greatest challenge and opportunity for organizational marketers?
New purchase for unfamiliar need
Repeat purchase with adjustments
Repeat purchase without changes
Repeat purchase with no modifications
When an organization places a repeat order but changes features, specifications, price, or supplier terms, what situation is described?
Straight rebuy without changes
Modified rebuy with changes
Repeat purchase no variation
New task with exploration
A repeat order for a product previously purchased with no adjustments or modifications is called what?
Straight rebuy routine
New task buying
Repeat rebuy unchanged
Modified rebuy adjusted
Participants in organizational buying typically include which roles?
User and buyer only
User and decision maker
All of the above roles
User and gatekeeper only
Philip Kotler describes stable psychological traits shaping consistent individual responses to environments as what?
Attitude with evaluative stance
Personality with enduring traits
Perception with mental filters
Motivation with driving forces
Which factor is identified as a marketing stimulus among the listed options?
All environmental influences
Cultural with shared values
Economic with income levels
Advertising as promotional input
What is marketing research?
All listed processes together
Process collecting, analyzing relevant data
Process compiling reports for management
Process recording selective insights
Marketing research provides information that is primarily used to what?
Support managerial decision making
Guide most important decisions
Deliver exhaustive data coverage
Offer latest trending insights
For highly technical products in exploratory research, which method is used to gather information?
Group discussion formats
In-depth expert interviews
Survey with structured items
Field observation methods
A question like “What is your age? Answer: About 18 to 21 years” falls under which measurement scale?
Ordinal ranking scale
Nominal scale labeling
Ratio scale with absolute zero
Interval scale with equal gaps
Which question type requires respondents to rank options by importance from first to nth?
Either closed or open format
Forced-order ranking question
Open-ended narrative format
Closed-ended with fixed choices
