Để làm được những câu này thì cần phải đọc sách Principles of Marketing của Kotler và

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Principles of Marketing, 15e (Kotler/Armstrong)
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers

1) ________ consists of evaluating each market segment's attractiveness and selecting one or
more market segments to enter.(Cái này là định nghĩa của Marketing targeting, nằm ở trang
192, đoạn bắt đầu bằng  Figure 7.1 nhé)
A) Positioning
B) Differentiation
C) Market targeting
D) Market segmentation

2) ________ involves dividing a market into smaller segments of buyers with distinct needs,
characteristics, or behaviors that might require separate marketing strategies or mixes. (Cái
này là định nghĩa của Market segmentation ở trang 192 luôn nhé)
A) Mass customization
B) Market targeting
C) Market segmentation
D) Differentiation

3) ________ involves actually distinguishing the firm's market offering to create superior
customer value. (Định nghĩa đoạn cuối trang 192 nhé)
A) Mass customization
B) Differentiation
C) Market segmentation
D) Targeting

4) When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that
includes college students, as an untapped group of potential customers for their new line of
products, they were engaging in ________. (Chọn nhóm khách hàng mục tiêu nhé)
A) occasion segmenting
B) local marketing
C) market targeting
D) product positioning

5) ________ consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers. (Định nghĩa
cuối trang 192 nhé)
A) Segmentation
B) Targeting
C) Positioning
D) Differentiation

6) ________ calls for dividing the market into regions, states, counties, cities, or even
neighborhoods. (Phân khúc theo vị trí địa lý, check định nghĩa trang 193 nhé, phần
Geographic Segmentation nhé)

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A) Benefit segmentation
B) Geographic segmentation
C) Demographic segmentation
D) Psychographic segmentation

7) "Many companies today are localizing their products, advertising, promotion, and sales efforts
to fit the needs of individual regions, cities, and neighborhoods." This is an example of
________. (Như câu trên thoi)
A) geographic segmentation
B) product diversification
C) psychographic segmentation
D) demographic segmentation

8) ________ segmentation divides the market into segments based on variables such as age, life-
cycle stage, gender, income, occupation, education, religion, ethnicity, and generation. (Đây
là định nghĩa của Demographic Segmentation trang 194 nhé)
A) Geographic
B) Benefit
C) Psychographic
D) Demographic

9) Delta Motorworks markets its cars based on the age, gender, and income of its customers.
Which of the following types of market segmentation is evident here? (Chọn phân khúc theo
mấy cái này là của Demographic nhé, check câu 6 ở trên )
A) geographic segmentation
B) benefit segmentation
C) psychographic segmentation
D) demographic segmentation

10) ________ segmentation has long been used in clothing, cosmetics, toiletries, and
magazines. (Cái này là định nghĩa của Gender nằm ở trang 195 nhé, đoạn thứ 2 từ đầu
trang ấy)
A) Behavioral
B) Gender
C) Benefit
D) Occasion

11) Gilron Holidays runs a premium membership club which caters to customers whose annual
salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury
hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________
segmentation approach. (Đánh vào lương thì là income nhé)
A) gender
B) income
C) occasion
D) benefit

12) ________ segmentation divides buyers into different segments based on social class,

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lifestyle, or personality characteristics. (Check định nghĩa của Psychographic Segmentation
ở trang 196 nhé)
A) Benefit
B) Psychographic
C) Geographic
D) Demographic

13) Marketers who use ________ often segment their markets by consumer lifestyles and base
their marketing strategies on lifestyle appeals. (Check câu 12 ở trên nhé )
A) demographic segmentation
B) geographic segmentation
C) benefit segmentation
D) psychographic segmentation

14) ________ segmentation divides buyers into segments based on their knowledge, attitudes,
uses, or responses concerning a product. (Cái này là định nghĩa của Behavioral
segmentation ở trang 198 nhé)
A) Behavioral
B) Psychographic
C) Age and life-cycle
D) Gender

15) ________ segmentation refers to dividing the market into segments according to occasions
when buyers get the idea to buy, actually make their purchase, or use the purchased item. (Đánh
vào dịp để tạo nhu cầu cho khách hàng nhá)
A) Gender
B) Psychographic
C) Occasion
D) Geographic

16) Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local
snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy
time for Malcolm. He advertises more aggressively and sells most of his snowboards around
this time. Which market segmentation approach does Malcolm most likely use? (Đánh vào dịp
là mùa đông thì Malcolm sẽ sản xuất được nhiều ván trượt tuyết nên ông này tăng mạnh
quảng cáo à bán được nhiều ván trượt hơn)
A) gender segmentation
B) psychographic segmentation
C) occasion segmentation
D) geographic segmentation

17) ________ requires finding the major advantages people look for in a product class, the
kinds of people who look for each positive aspect of a product, and the major brands that
deliver it. (Nó là định nghĩa của Benefit segmentation trang 198 nhé)
A) Gender segmentation
B) Psychographic segmentation
C) Benefit segmentation

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D) Geographic segmentation

18) Calypso Motors recently rolled out its hatchback, Proteus. Proteus combines the
attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is
confident that Proteus will appeal to both sports car enthusiasts as well as the luxury segment.
Which of the following types of market segmentation is evident here? (Vì tập trung vào lợi ích
mà khách hàng muốn nhắm tới khi mua sản phẩm, ở đây là xe thể thao thì vừa cơ động
vừa sang trọng, nên đấy là benefit nhé)
A) gender segmentation
B) income segmentation
C) benefit segmentation
D) geographic segmentation

19) Which of the following refers to a behavioral segmentation variable that involves
segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of
a product? (Đấy là định nghĩa của User status ở trang 199, đoạn thứ 2 nhé)
A) user status
B) usage rates
C) gender status
D) loyalty status

20) In the context of behavioral segmentation, markets segmented by ________ can be

categorized into light, medium, and heavy product users. (Đây là định nghĩa của Usage
Rate, ở trang 199 nhé)
A) benefits sought
B) loyalty status
C) usage rate
D) user status

21) A recent study conducted by Estelle Cosmetics Company showed that heavy users of
Estelle's products comprise a small percentage of the market. The study indicated that less than
7 percent of all shoppers buy nearly 71 percent of Estelle's products in the United States. This is
an example of ________. (Có một lưu ý nhỏ kế bên định nghĩa của Usage Rate ở trang 199
nhé)
A) benefit segmentation
B) segmentation by loyalty status
C) segmentation by usage rate
D) psychographic segmentation

22) ________ assumes that nations close to one another will have many common traits and
behaviors. (Đụng tới quốc gia thì chắc chắn là phân khúc theo vị trí địa lý rồi)
A) Geographic segmentation
B) Occasion segmentation
C) Psychographic segmentation
D) Benefit segmentation

23) Double Drill Inc. segments its foreign markets by per capita income. This firm segments the

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international markets based on ________. (Đụng tới thu nhập quốc gia nghĩa là đụng tới yếu
tố kinh tế - Economic factors nhé)
A) political factors
B) legal factors
C) geographic location
D) economic factors

24) Pacific Fisheries divides its customers into different regional units, such as Asia, Australia,
and the Americas. This is an example of ________. (Nằm trong định nghĩa của Geographic
Segmentation nhé, đụng tới vùng miền thì chắc chắn là Phân khúc theo vị trí địa lý ròi)
A) age and life-cycle segmentation
B) psychographic segmentation
C) geographic segmentation
D) occasion segmentation

25) An American cola-manufacturing company that primarily targets rebellious and

adventurous people most likely uses ________ segmentation. (Cái này là tập trung tính cách
của khách hàng nha nên là Psychographic, có thể xem định nghĩa ở trang 196)
A) occasion segmentation
B) geographic segmentation
C) income segmentation
D) psychographic segmentation

26) Papillon, a popular retailer of chic women's clothing, segments its market according to
consumer lifestyles. Papillon most likely uses ________ for segmenting its market. (Một trong
những thành phần của Psychographic nhé)
A) geographic segmentation
B) psychographic segmentation
C) benefit segmentation
D) age and life-cycle segmentation

27) When the size, purchasing power, and profiles of a market segment can be calculated, the
market is ________. (Cái này nằm ở trang 202, phần có mấy cái dấu chấm ấy)
A) measurable
B) profitable
C) substantial
D) actionable

28) A market segment that is large or profitable enough to serve is ________. (Như chú ý ở
câu trên)
A) measurable
B) accessible
C) substantial
D) profitable

28) When an effective program can be designed for attracting and serving a chosen
segment, the segment is best described as ________. (Như chú ý câu 27 nhé)

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A) accessible
B) measurable
C) competitive
D) actionable

29) Bailey's Burgers promotes the Bailey's Jumbo Burger as a fun snack for teens and young
adults. In this instance, Bailey's Burgers is practicing ________ segmentation. (Tập trung vào
tuổi tác khách hàng nhé)
A) benefit
B) age and life-cycle
C) psychographic
D) geographic

30) ________ segments are conceptually distinguishable and respond differently to different
marketing mix elements and programs. (Cái này ở trang 202, mấy cái dấu chấm ấy nha,
dấu chấm thứ 4 ấy)
A) Complex
B) Measurable
C) Competitive
D) Differentiable

31) Market segments that can be effectively reached and served are ________. (Cái này ở
trang 202, mấy cái dấu chấm ấy nha, dấu chấm thứ 2 ấy)
A) measurable
B) accessible
C) substantial
D) actionable

32) Different soft drinks target different personalities. This is an example of ________
segmentation. (Cái này là ví dụ nằm ở đoạn cuối trang 196 ấy nha thuộc phần Psychograph-
ic)
A) psychographic
B) demographic
C) occasion
D) life-cycle

33) A segment is less attractive if ________. (Cái này là ví dụ ở trang 202-203, câu ở cuối
trang 202, phần Evaluating Market Segments)
A) it is difficult for new entrants to enter (Bị lừa cái chữ “difficult” đó nha :)) trong định
nghĩa là “Easy” á)
B) it is substantial
C) it is actionable
D) it already contains many strong and aggressive competitors

34) A(n) ________ consists of a set of buyers who share common needs or characteristics
that the company decides to serve. (Cái này là định nghĩa của Target market ở trang 203
nhé)

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A) marketing channel
B) citizen-action group
C) distribution channel
D) target market

35) ________ refers to a market-coverage strategy in which a firm decides to ignore market
segment differences and go after the whole market with one offer. (Cái này là định nghĩa
của Undifferentiated Marketing ở trang 203 nhé)
A) individual marketing
B) local marketing
C) niche marketing
D) undifferentiated marketing

36) Sanguine Services is a small company that uses a marketing strategy in which its limited
resources are employed to target a large share of two small market segments. Sanguine
most likely uses which of the following marketing strategies? (Giới hạn nguồn cung cấp để tập
trung vào 2 phân khúc thì là concentrated marketing thoi, check ở câu đầu tiên ở trang
205)
A) individual marketing
B) one-to-one marketing
C) mass marketing
D) concentrated marketing

37) A market-coverage strategy in which a firm decides to target several market segments and
designs separate offers for each is known as ________. (Định nghĩa của Differentiated
marketing ở trang 203 nhé)
A) mass marketing
B) differentiated marketing
C) concentrated marketing
D) individual marketing

38) Which of the following is a disadvantage of using a differentiated marketing strategy?

(Đây là lưu ý của Differentiated marketing ở trang 204, đoạn ngay trên phần Concentrated
Marketing á)
A) generates far lower sales compared to an undifferentiated marketing strategy
B) customer loyalty is negatively impacted and difficult to obtain
C) the costs of doing business increase
D) quality control problems increase

39) With a(n) ________ marketing strategy, a firm goes after a large share of one or a few
smaller niches. (Đây là định nghĩa của Concentrated marketing ở trang 204 nhé)
A) individual
B) mass
C) concentrated
D) differentiated

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40) Which of the following is true about the concentrated marketing strategy? (Đọc hết cái
định nghĩa của Concentrated Marketing ở trang 204-205 là ra thoi)
A) Companies that rely on a few segments for all of their business will suffer if a segment turns
sour.
B) Concentrated marketing is not profitable for most firms.
C) Niche marketing involves few risks for most firms.
D) Concentrated marketing involves going after a small share of a large market. (Bị lừa ở đây
nè, nhớ là khúc này có “Instead of” nhé, trang 204 á)

41) ________ is the practice of tailoring products and marketing programs to suit the tastes
of specific individuals and locations. (Định nghĩa của Micromarketing ở trang 205 nhé)
A) Mass marketing
B) Micromarketing
C) Differentiated marketing
D) Concentrated marketing

42) ________ tailors brands and promotions to the needs and wants of regional customer
groups, such as cities, neighborhoods, and even specific stores. (Cái này là định nghĩa của
Local Marketing ở trang 205 nhé)
A) Undifferentiated marketing
B) Differentiated marketing
C) Niche marketing
D) Local marketing

43) Andrew Levitt runs a retail store in Norristown. Andrew's store stocks cold weather
products as Norristown mostly has sub-zero temperatures. Which of the following is evident
here? (Bán hàng theo vùng lân cận thoi)
A) local marketing
B) concentrated marketing
C) segmented marketing
D) mass marketing

44) When a company customizes its merchandise store by store to meet shopper needs, it is
practicing ________. (Tu sửa từng cửa hàng để phù hợp với khách hàng thì chỉ có thể là lân
cận thôi)
A) niche marketing
B) mass marketing
C) local marketing
D) segmented marketing

45) Which of the following marketing strategies is most suitable for smaller firms with limited
resources? (Cái này nằm ở đầu trang 205 á nha)
A) mass marketing
B) undifferentiated marketing
C) niche marketing
D) differentiated marketing

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46) Rex Steelworks makes steel sheets which the firm markets and sells to companies all over
the world. Which of the following marketing strategies is most suitable for Rex Steelworks?
(Cái thì công ty sẽ bỏ qua các sự khác biệt của các phân khúc và bán ra khắp thị trường
như định nghĩa của undifferentiated marketing ở trang 203 á)
A) one-to-one marketing
B) undifferentiated marketing
C) individual marketing
D) local marketing

47) GamaPix makes point-and-shoot cameras and handycams for amateur photographers and
hobbyists. It also has a separate line of cameras dedicated to professional photographers.
Additionally, it designs separate offers for each segment. Which of the following marketing
strategies does GamaPix most likely use in this instance? (Cái này theo định nghĩa của
Differentiated marketing trang 203 nha)
A) mass marketing
B) differentiated marketing
C) individual marketing
D) local marketing

48) Jean Malone, a market researcher, recently found that most people in Bradburg County
purchase automobiles with predominantly functional designs and prefer darker colors.
Which of the following marketing strategies should Jean most likely recommend to an
automobile dealer interested in opening a dealership in Bradburg County? (Cái này cũng theo
định nghĩa của Undifferentiated marketing trang 203 thoi)
A) one-to-one marketing
B) undifferentiated marketing
C) segmented marketing
D) individual marketing

49) Shine Enterprises mass produces an all-purpose floor cleaner which is aimed at the whole
market. This firm uses a(n) ________ marketing strategy. (Theo định nghĩa của Undifferentia-
ted marketing trang 203)
A) segmented
B) undifferentiated
C) individual
D) niche

50) ________ is more suited for products that vary in design. (Theo định nghĩa trang 203 nhé)
A) Mass marketing
B) Local marketing
C) Direct marketing
D) Differentiated marketing

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51) A catalog retailer in the United States has identified African American professionals
between the ages of 35 and 45 as a group of potential customers for its products. The retailer
plans to direct its marketing efforts toward this group of consumers. Which of the following
market segmentation variables was most likely used by the catalog retailer? (Cái này là theo
thông tin đối tượng khách hàng nên là demographic nha)
A) demographic
B) psychographic
C) user status
D) loyalty status

52) Through ________ differentiation, brands can be differentiated on features,

performance, or style and design. (Thay đổi các thành phần của sản phẩm, check ở trang
212, đoạn kế bên cái hình, bắt đầu bằng “Through product...”)
A) services
B) channel
C) people
D) product

53) Even when competing offers look the same, buyers may perceive a difference based on
________ differentiation. (Cạnh tranh có thể đưa ra những cái offer tương tự nhau nhưng
khách hàng sẽ phân biệt bằng hình ảnh của thương hiệu, check ở trang 212, đoạn cuối
trang luôn)
A) image
B) people
C) price
D) channel

54) Harvey's Bookstore is a popular online bookstore that has differentiated itself through
smooth-functioning delivery networks. This is an example of ________. (Cái này là sự đa
dạng về kênh truyền thông nha)
A) product differentiation
B) image differentiation
C) price differentiation
D) channel differentiation

55) The Jay Group hires better employees than its competition by conducting effective
searches and multi-tiered interviews. The company also provides high quality training to its
employees, an aspect often neglected by competitors. The Jay Group is most likely to gain a
strong competitive advantage through which type of differentiation? (Cái này check định nghĩa
của People differentiation ở trang 212, đoạn gần cuối trang bắt đầu bằng “Fím that
pratice...”)
A) image differentiation
B) people differentiation
C) services differentiation
D) product differentiation

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56) Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh,
or Apple's "bite mark" logo provide strong company or brand recognition and are indicative
of ________ differentiation. (Hình ảnh thương hiệu, check định nghĩa ở trang 212, đoạn cuối
trang á)
A) people
B) image
C) product
D) services

Comprehensive questions:
1) Explain the four major steps in designing a customer-driven marketing strategy.

2) Why marketers need to segment the market? Explain the different segmentation variables used
in segmenting consumer markets.

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