sNGÔ BÌNH

Master I- Professional Master in Marketing

Université Paris 1 – Panthéon - Sorbonne
Master II – Research Master
Université Lille 2

EXCERCISE
BASIC MARKETING COURSE
Faculty of Business Administration
Spring 2022

HCMC
Feb. 2022
PART 1: TRUE OR FALSE (1.0 marks)

Please write your answer down in paper.

1. A product is anything that can be offered to a market to satisfy a want or need.

Answer: T

2. Marketing is “the process of planing and executing the conception, pricing,

promotion, and distribution of ideas, goods, and services to create exchanges that
satisfying individual and organizational objectives”

Answer: T

3. Is a well-known brand valuable only to the owner of the brand?

Answer: F

4. S.W.O.T. analysis which identifies the firms’ strengths and weakenesses and its
opportunities and threats.

Answer: T

5. Advertising is any paid form of personal presentation and promotion of ideas,

goods, or services by an identified sponsor.

Answer: F

6. Company profitability will vary with the length of the PLC’s maturity phase.

Answer: F

7. The PSSP Hierachy of needs (Physiological needs, safety, social, personal)

suggest that the highest level of motivation is to achieve self-actualization

Answer:

8. Price is, in some case not as important as quality and other benefits in the market
offering.
 Answer:

9. A vertical marketing system comprises the producer, distributor(s), wholesaler(s),

and retailer(s) acting in their own interests.

Answer:

10. The Internet provides marketers and consumers with opportunities for much
greater interaction and control.

Answer:

PART 2: MULTIPLE CHOICES (2.0 marks)

Please circle the correct answer

1. A “market” from a marketing perspective is :

a. A group of buyers and sellers negotiating an exchange

b. A geographic location

c. A combination of producers, wholesalers, and retailers

d. A group of consumers willing and able to engage in exchange

e. All of the above

2. The first stage in the buying process would be________

a. Information search.

b. Evaluation of alternatives.

c. Memory search.

d. Problem recognition

e. Post purchase behavior.

3. The buyer’s black-box has two components. One is the buyer’s decision process and
the other is the________

a. Buyer’s perceived need

b. Buyer’s individual characteristics.

c. Buyer’s evoked set

d. Buyer’s media habits

e. Non of the above

4. The ________ is the central instrument for directing and coordinating the marketing
effort.

a. strategic plan

b. marketing plan

c. tactical plan

d. customer value statement

e. corporate mission

5. The beginning point of developing a marketing mix is ________

a. The product being offered

b. The prices to be charged

c. The distribution channeks available

d. The advertising needed

e. The size of the plan’s capacity

6. Volkswagen concentrates on the small-car market and Porsche on the sports car
market. These would be examples of what is called ________.
 a. single-segment concentration.

b. selective specialization

c. product specialization

d. market specialization

e. full market coverage

7. During which of the following stages of the product life cycle (PLC) would we expect
a marketing manager to pursue a marketing objective of maximizing market share?

a. Introduction

b. Growth

c. Pre-pioneering

d. Maturity

e. Decline

8. Most products are established at one of four performance levels: low, average, high
or superior. For example, Seway HT superscooters come in a variety of sizes and
physical attributes. When a consumer purchases a mountain bike costing $4,500 she/he
expects the bike to perform to specifications and to have a high _________ meeting the
promised specifications.

a. features

b. durability

c. conformance quality

d. performance quality

e. reliability
 9. A ________ strategy involves the manufacturer using its sales force and trade
promotion money to induce intermediaries to carry, promote, and sell the product to end
users.

a. push

b. pull

c. promote

d. provide

e. none of the above

10. Classic MINI Cooper car (BMW company) has decided to change its advertising
message in key markets. Of all of the advertising media available to you, which one
offers your company “flexibility”?

a. Billboards

b. Television

c. Print

d. Place advertising

e. Radio

PART 3: SHORT ESSAYS (3.0 marks)

Please write briefly your answer down in the blank

1. List and briefly characterize Maslow’s Hierarchy of Needs. (0.25 mark)

Physiological Needs:
These are the most basic needs required for survival, such as food, water, shelter, and
sleep. Individuals strive to satisfy these needs before any other.

Safety Needs:
Once physiological needs are met, people seek safety and security. This includes
protection from physical harm, emotional security, financial stability, and a stable
environment.

Social (Belongingness) Needs:

After safety needs are addressed, individuals desire social connections, love, and a sense
of belonging. This involves forming relationships, being part of a community, and
experiencing acceptance and affection.

Esteem Needs:
As social needs are met, individuals seek recognition, self-esteem, and a sense of
accomplishment. This includes gaining respect from others and achieving personal goals.

Self-Actualization Needs:
At the pinnacle of the hierarchy, self-actualization represents the desire for personal
growth, self-fulfillment, and realizing one's full potential. This involves pursuing creative
endeavors, achieving personal goals, and finding a deeper sense of purpose.
2. What is the main demographic force monitored by marketers? Why? (0.25
mark)
The main demographic force that marketers monitor is population, because people make
up markets.
The main demographic force monitored by marketers is population age distribution. This
is because age demographics have a profound impact on consumer behavior, preferences,
and market trends. Understanding the age distribution of a population allows marketers to
tailor their strategies and offerings to effectively target different age groups
Worldwide population growth
Population age mix
The diversity of markets
Educational groups
Household patterns
Geographical shifts in population
3. Indicate the differences between the strategic marketing plan, and tactical
marketing plan. (0.25 mark)
Marketing plan = all Strategic = Direction and goal Tactical = Execution to reach goal
The marketing plan is the central instrument for directing and coordinating the marketing
effort. It operates at two levels: strategic and tactical.
The strategic marketing plan lays out the target markets and the value proposition that
will be offered, based on an analysis of the best market opportunities.
The tactical marketing plan specifies the marketing tactics, including product features,
promotion, merchandising, pricing, sales channels, and service.
4. The product life-cycle’s bell-shaped curve is generally depicted as being divided
into four stages. Briefly, name and characterize each of the four stages. (0.5 mark)
Introduction Stage:
Characteristics: This stage marks the product's introduction to the market. Sales are low
as consumers become aware of the product.
Challenges: High costs, limited distribution, and low sales make it a challenging phase
for companies. Profitability is often low or negative due to initial investments.
Focus: Creating awareness, targeting early adopters, and emphasizing the unique features
of the product.
Growth Stage:
Characteristics: Sales begin to increase significantly as more consumers adopt the
product. Profitability improves.
Challenges: Competition intensifies as more players enter the market. Companies must
differentiate and defend their market share.
Focus: Building brand loyalty, expanding distribution, and introducing product variations
or extensions.
Maturity Stage:
Characteristics: Sales peak and eventually stabilize. Competition is fierce, and market
saturation is evident.
Challenges: Companies must find ways to maintain market share, often leading to price
competition. Focus shifts to customer retention.
Focus: Differentiating the product, optimizing cost efficiencies, and introducing
promotional efforts to sustain sales.
Decline Stage:
Characteristics: Sales decline due to changing consumer preferences, technological
advancements, or market saturation.
Challenges: Companies must decide whether to maintain, phase out, or replace the
product. Profits decline sharply.
Focus: Managing the decline, possibly discontinuing the product, and exploring ways to
transition resources to other products.
5. Products can then be branded. List the possible ways that physical products can
be differentiated. (0.25 mark)

Products can be differentiated according to form, features, customization, performance

quality, conformance quality, durability, reliability, reparability, and style.
6. The manufacturer believes that “good brand marketing” can overcome
shortfalls of a product’s performance, design, and functionality. Is this thinking
correct or incorrect? (0.25 mark)
At the heart of a great brand is a great product, the product is a key element in the market
offering. Customers will judge the product (offering) on three basic elements: product
features and quality; services mix and quality, and price. Not having a competitive
product cannot be overcome by marketing.
7. In an economy of change, continuous innovation is necessary. Most companies
rarely innovate, some innovate occasionally, and a few innovate continuously.
Comment on why a company should continuously develop new products. (0.25
mark)
Continuous innovation is imperative in today's dynamic economy. As consumer
preferences and technologies rapidly evolve, companies must keep pace by developing
new products consistently. This approach not only maintains market relevance but also
provides a competitive advantage through unique features and enhanced customer
experiences. Continuous innovation sustains a company's growth trajectory, diversifies
revenue streams, and addresses emerging customer needs. It positions the company as a
market leader, attracts top talent, and mitigates risks associated with relying on a single
product. By leveraging technological advancements and responding to changing
demands, companies that innovate continuously ensure their long-term growth and
success.
8. Explain the differences between a vertical marketing system (VMS) and a
conventional marketing system? (0.25 mark)
Conventional distribution channel consists of one or more independent producers -
Horizontal marketing system: 2 or more companies at one level join together to follow a
new marketing opportunity. Target partners with cvs within store pharmacies -Vertical
marketing system: vms producers, wholesalers, and retailers act as a unified system. One
channel member owns the others, has contracts with them or has so much power that they
must all cooperate
 conventional marketing channel; manufacturer > wholesaler > retailer > consumer
vertical marketing system; manufacturer + wholesaler + retailer = consumer

9. A decade ago, the advertising-to-sales promotion ratio was about 75 % of the

combined budget. How do you think about that trend?. (0.5 marks)
A shift in the advertising-to-sales promotion ratio from 75% of the combined budget a
decade ago suggests a changing marketing landscape. This trend might indicate a
growing recognition of the effectiveness of sales promotion strategies in driving short-
term sales and consumer engagement. Companies might be allocating a larger portion of
their budget to sales promotions to capitalize on immediate results and encourage
purchasing behavior. However, this shift could also raise questions about the long-term
brand-building impact of advertising. Striking the right balance between advertising,
which builds brand equity and awareness over time, and sales promotion, which
generates immediate sales, remains crucial for maintaining a holistic marketing strategy
that considers both short-term gains and long-term brand strength.
10. There are steps in developing effective communications. List these steps orderly
(0.25 marks)

1. Set Clear Goals and Objectives

2. Identify and Prioritize your Target Audience(s)

3. Craft a Compelling Message

4. Develop Integrated Strategies and Tactics

5. Build a Better Budget

6. Create an Actionable TimelinePART 4: SHORT CASE STUDY (4.0 marks)

Pls read carefully the mini case study below for your solutions

1. The SegwayTM Human Transporter (HT), what it is ? (0.25 marks)

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2. Will The SegwayTM Human Transporter (HT) pioneer growth of a new type of
product maket? (0.25 marks)

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3. What do you think about the SegwayTM Human Transporter (HT)’s story? (0.25
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4. What is about the SegwayTM Human Transporter (HT)’s target market? (0.25 marks)

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5. Highlight the barriers encountered when The SegwayTM Human Transporter (HT)
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6. For what reason, there are still, in some places, the the SegwayTM Human
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7. The SegwayTM Human Transporter (HT) is unequal with highest price, will it impact
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8. Comment on what benefits, the SegwayTM ‘may be gained through wide distribution
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9. What are your creative idea/concept for the SegwayTM ‘s advetising campaign
towards city residents? (0. 5 marks)

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10. What are the lessons learned from The SegwayTM Human Transporter (HT)’s
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SHORT CASE STUDY

The SegwayTM Human Transporter (HT) isn’t just a new product. It’s a new concept.
A design engineer is likely to be excited by Segway HT’s unique features. Under the
power of its rechargeable batteries, its onboard computer and five gyroscopes
automatically balance the two-wheel superscooter as its ride glides down the sidewalk at
up to 12mph..Even the two-tonne plastic fenders that sit above the wheels are unique.
They are coated with Solix, a high-quality chemical film developed by General Electric.
Solix gleams like colorful paint, but it resists cratches
Ofcourse, most customer don’t dwell on technical features like Solix, gyroscopes, or
central processors, instead they think about the benefits and satisfaction that might come
from using the product. The benefits that Segway TM Human Transporter (HT) offers
depent on some extent on whether it is sold as a consumer product or a business product.
For example, a firm might buy a unit because it provides a fast, safe, and nonpolluting
way for workers to get around inside a sprawing ditribution center. Similarly, the Post
Office has evaluated it as a way to cut costs as mail carriers go from house to house.
Alternatively, upscale consumer who live
in congested urban ares might see it as a
fun, quiet, and flexible way to get aound
without worrying about traffice parking or
fill-ups at a gas station. It costs only about
ten cents a day to charge battery.

Before the SegwayTM Human Transporter

(HT) was introduced, the new-product
development spread on the Internet that it
might be some sort of hovercraft. This
created some unrealistic expectations, but it also stimulated media coverage, publicity,
and initial sales at Amazon.com. Thousands of units sold that way. Now the Segway TM ‘s
website (www.segway.com) lists the names and locations of Segway dealers. This is still
a selctive distribution effort. Distribution through dealers make sense for this sort of
product. A customer who visits a local dealer can inspect the different models in the
SegwayTM Human Transporter (HT) product line before spending $4,500 on a SegwayTM
, a customer is likely to ask “where do I get warranty service if I have a problem?. In fact,
some customer were reminded of a such after-sales service issues when Segway
announced a volunary product recall. The customer Product safety Commission
encouraged the recall to head off tipping-over problems that could occur if a rider ignored
warning messages or the until lacked power for a maneuver.
While Segway has had its share of publicity, the Segway TM Human Transporter (HT) is still an
unsought product for many customers. They don’t what someone might do with a “human
transporter”. In some places, the device may continue to be unsought if pedestrian groups fight
the idea of sharing sidewalks with Segway TM Human Transporter (HT). But Dean Kamen,
Segway HT’s inventor, likes to compare it to the Stanley Steamer and early automobiles. When
the automobile was firt available, it was curiousity that only the rich could afford. At that time, a
horse and carriage was cheaper and more reliable. No one was predicting that 25 years later there
would be no more horse in cities, And who could have anticipated that those early automobiles
would spark 100 years of sales growth and hundreds of competing brands – ranging from
Hummers and PT Cruisers to BMWz8s and Lexus sedans – for a variety of needs.

Source: William D. Perreault Jr. and Joseph P. Cannon, 2006, “Basic Marketing:
A Marketing Strategy Planning Approach”, 15th Edition, Mcgraw-Hill, page 240-
242

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