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

MID-TERM EXAMINATION
Date: April 2017
Duration: 90 minutes

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

SUBJECT: Principles of Marketing

Dean of School of Business Lecturers :
Administration
Signature: Signature:

Full name: Dr. Nguyen Van Phuong Full name: Dr. Ho Thi Bich Van
Ms. Nguyen Que Tien
Dr. Tran Tien Khoa

INSTRUCTIONS:

1. This is an open book examination WITH ONLY TEXTBOOK AND LECTURE NOTES

2. No talking during exam

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

4. The students can use dictionary IN HARD COPY ONLY

GOOD LUCK!

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

question paper)

1. Amazon.com leverages relationships with its 35 million customers by offering them

music, videos, gifts, toys, consumer electronics, and office products, among other items.
Based on previous purchase history, the company recommends related CDs, books,
videos, or other products that might interest a customer. This most directly helps
Amazon.com capture a greater ________.
A. customer lifetime value
B. share of customer

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 C. profit margin
D. share of market
E. customer equity
2. Customers can be classified into four relationship groups, according to their profitability
and projected loyalty. Which types of customers have the highest profit potential and
strong loyalty?
A. barnacles
B. strangers
C. butterflies
D. true friends
E. big fish
3. Many corporations are practicing ________, which refers to socially and environmentally
responsible marketing that meets the needs of consumers and businesses while also
preserving or enhancing the ability of future generations to meet their needs. For
example, Toyota has Eco-friendly and fuel-saving cars, LG have green electronic
products or the Body Shop has organic cosmetics.
A. database marketing
B. affinity marketing
C. sustainable marketing
D. evangelism marketing
E. ambush marketing
4. Alexis Wang strengthens her company's connections by treating suppliers of raw

materials, vendors, and distributors as partners in delivering customer value. What type

of management is she practicing?

A. outside partnering
B. inside partnering
C. marketing
D. supply chain
E. customer development
5. The set of marketing tools a firm uses to implement its marketing strategy is called the
________.
A. marketing mix
B. marketing effort
C. promotion mix
D. market offering
E. product mix
6. Some fast-food restaurants offer tasty and convenient food at affordable prices, but in
doing so they contribute to a national obesity epidemic and environmental problems.
These fast-food restaurants overlook the ________ philosophy.
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 A. product concept
B. production concept
C. selling concept
D. marketing concept
E. societal marketing concept
7. Hoai works for Giaohangnhanh.vn, a firm that helps companies deliver their products to
customers. Giaohangnhanh.vn is most likely a ________.
A. physical distribution firm
B. marketing services agency
C. reseller
D. financial Intermediary
E. wholesaler
8. The marketing team of SAMSUNG VIETNAM, a company manufacturing smartphones,
is currently studying the size, density, location, age and occupation of Vietnamese
market. Which of the following environments is being studied in this scenario?
A. Cultural environment
B. Demographic environment
C. Political environment
D. Technological environment
E. Economic environment
9. Which among the following generational groups is most fluent and comfortable with
digital technology?
A. Generation X
B. Silent Generation
C. Millennial
D. Baby Boomers
E. Lost Generation
10. Because of increasing ________, Americans will demand higher quality products,
books, magazines, travel, personal computers, and Internet services.
A. Numbers of non-traditional families
B. family size
C. level of education
D. social class awareness
E. ethnic diversity
11. VINAMILK Corporation. runs print, radio, and television advertisements announce that
six millions of glasses of milk will be donated to poor children this year. This is an
example of ________.
A. sustainable marketing
B. cause-related marketing
C. product differentiation
D. generational marketing
E. market segmentation
12. A society's ________ are expressed in how people view themselves and others,
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 organizations, society, nature, and the universe.
A. cultural values
B. norms
C. social codes
D. demographics
E. public policy
13. ________ is the systematic collection and analysis of publicly available information
about consumers, competitors, and developments in the marketing environment.
A. Customer relationship management
B. Data warehousing
C. Competitive marketing intelligence
D. SWOT analysis
E. Ethnographic research
14. In ________ research, the objective is to gather preliminary information that will help
define the problem and suggest hypotheses.
A. causal
B. exploratory
C. descriptive
D. statistical
E. analytical
15. Which of the following is true about survey research?
A. The level of flexibility in survey research is lower than most other research
methodologies.
B. Survey research is the most widely used method for primary data collection.
C. It is best suited for gathering causal information.
D. It involves sending observers to watch and interact with consumers in their natural
environments.
E. It involves selecting matched groups of subjects, giving them different treatments,
controlling related factors, and checking for differences in group responses.
16. ________ refers to gathering primary data by selecting matched groups of subjects,
giving them different treatments, controlling related factors, and checking for differences
in group responses.
A. Observational research
B. Survey research
C. Constructive research
D. Descriptive research
E. Experimental research
17. ________ consists of inviting 6 to 10 people to meet with a trained moderator to talk
about a product, service, or organization.
A. Telephone interviewing
B. Focus group interviewing
C. An online survey

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 D. A mail questionnaire
E. Individual interviewing
18. In collecting primary data, marketing researchers have a choice of two main research
instruments, ________.
A. questionnaires and mechanical devices
B. open-source directories and blogs
C. commercial online databases and search engines
D. social networks and internal databases
E. reference books and journals
19. Which of the following product characteristics refers to the degree to which the
innovation appears superior to existing products?
A. Communicability
B. Complexity
C. Compatibility
D. Relative advantage
E. Divisibility
20. A person's buying choices are influenced by four major psychological factors. Which of
the following is NOT one of these factors?
A. Motivation
B. Belief
C. Learning
D. Association
E. Perception
21. Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________.
A. cognitive dissonance
B. selective communication
C. selective retention
D. subliminal advertising
E. alternative evaluation
22. In the context of product characteristics that influence the rate of adoption, ________
refers to the degree to which the innovation fits the values and experiences of potential
consumers.

A. divisibility

B. communicability

C. relative advantage

D. compatibility

E. complexity

23. John has decided to buy a particular smartphone that his friend recommended. Which
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 of the following sources of information has most likely influenced John's purchase
decision?

A. Laggards

B. Public sources

C. Personal sources

D. Commercial sources

E. market mavens

24. Generation Xers, who were born between 1965 and 1976, share the childhood
experiences of higher parental divorce rates, recession, and corporate downsizing.
They tend to care about the environment and value experience over acquisition.
Generation Xers make up a ________.

A. lifestyle

B. subculture

C. social class

D. social network

E. life-cycle stage

25. A marketer wanting to determine business buyer behavior is most likely to ask which of
the following questions?

A. Are buyers sensitive toward price changes in consumer markets?

B. Is the role of gatekeepers relevant in the international business environment?

C. How do interpersonal factors affect organizational performance?

D. What are the major influences on buyers?

E. Are niche markets more profitable than mass markets?

26. In routine buying situations, which of the following members of the buying center has
formal or informal power to select or approve the final suppliers?

A. Deciders

B. Gatekeepers

C. Buyers

D. Influencers
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 E. Users

27. Rudolf Technologies Inc. decided to enter the automobile service market.
Consequently, it decided to procure the tools and machines required for servicing cars
from a reputed supplier. Rudolf Technologies is facing ________.

A. a new task situation

B. negative competition

C. the pressure to diversify its market

D. a modified rebuy situation

E. the need to outsource its primary service offering

28. Business buyers are heavily influenced by factors in the current and expected economic
environment, such as ________.

A. culture and customs

B. group dynamics

C. organizational objectives

D. individual motives

E. level of primary demand

29. Marissa Hopkins, a hospital nurse, notices that the gurneys used in the hospital are not
durable enough. She informed the hospital authorities about Grace Care Inc., a new
company selling light-weight and durable gurneys. In this instance, Marissa played the
role of a(n) ________.

A. decider

B. gatekeeper

C. influencer

D. buyer

E. strategist

30. Sail Metalworks Inc. is currently looking for the best vendors of metal sheets. In other
words, Sail Metalworks is ________.

A. reviewing suppliers' performance

B. deciding on product specification

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 C. preparing an order-routing specification

D. conducting a supplier search

E. preparing a general needs description

Part B: Open Questions (40 points)

1. Briefly explain why marketers need marketing research in addition to competitive

marketing intelligence.

2. How does marketing through online social networks differ from more traditional
marketing?