NGÔ 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. A product, in its broadest sense, references (product) to anything that can be marketed.
Answer: F
2. Looking at a core product leads the marketer to look at the buyer’s total consumption system
for competitive opportunity ideas.
Answer: T
3. Services are free standing, that is, they are not tied to physical products Answer: T
4. Style and design differ in that design refers to appearance, while style refers to functioning
Answer: F Bởi vì design bao gồm cả app và functioning
5. Packaging may include up to three levels: a primary, a secondary and a shipping level
Answer: F and teritary packaging
6. A multibrand strategy means the manufacturer markets the same product under different
names Answer: F
7. Since services are separable from the provider, service innovations are not easily copy-able
and hence provide an excellent point of differentiation.
Answer: F
8. The product life cycle is used to analyze product categories rather than specific brands
Answer: T
9. Company profitability will vary with the length of the maturity phase of the product life
cycle. Answer: F
10. In the maturity stage of market evolution, all major market segments will be served by one or
more market offerings.
Answer: T

PART 2: MULTIPLE CHOICES

1. A product can be any of the following except:
a. Something tangible
b. Services
c. Persons
d. Price.
e. place
2. 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
3. The most fandamental product level is the ………….level
a. Core
b. Tangible.
c. Intangible.
d. Augmented.
e. Item.
4. A tangible product may have all of the following characteristics except:
a. Quanlity level
b. Features
c. Price.
d. Styling
e. Packaging
5. P & G’s bar soap include Ivory, Safeguard, and Camay. Taken together, these brands of bar
soaps constitute a a. Product type.
b. Product line
c. Product class.
d. Product family.
e. None of the above.
6. The product mix is
a. The total product offering of a company
b. The set of all product lines and items of a company
c. The set f closely related products
d. a & b.
e. All on the above
7. Service can not be stored because they are
a. Inseparable
b. Variable
c. Intangible
d. Perishable
e. All of the above
8. When a brand is given legal protection, it is called a……………
 a. Brand name.
b. Brand mark.
c. Trademark
d. Copyright.
e. Legal brand.
9. During the growth phase, company could use all of the following strategies except:
a. Prodcut quality improvement
b. Introduce new versions of the products
c. Engage in market development
d. Shif demand from generic to selective in nature
e. All of the above are possible strategies.
10. The product life cycle stage are
a. Development, introduction, maturity, decline
b. Development, introduction, growth, decline
c. Introduction, growth, saturation, decline
d. Introduction, growth, maturity, decline
e. None of the above

PART 3: ESSAY & DISCUSSION

1. Discuss the basic characteristics, marketing objectives, strategic marketing, and typical
marketing mix strategy employed in each stage of the product life cycle
The product life cycle (PLC) describes the stages that a product goes through from its
introduction to the market until its decline. Each stage presents unique challenges and
opportunities for marketers. Here's an overview of the characteristics, marketing
objectives, strategic marketing approaches, and typical marketing mix strategies
employed in each stage of the product life cycle:

1. Introduction Stage:
 Characteristics: During this stage, the product is introduced to the market.
Sales are low, and profits are typically negative or low due to high initial
costs.
 Marketing Objectives: Build awareness and establish a market presence,
target innovators and early adopters, and encourage trial.
  Strategic Marketing: Focus on product differentiation, educate consumers
about the product's benefits, create brand recognition, and emphasize
unique features.
 Marketing Mix Strategy: Heavy promotion to create awareness, limited
product variations, and selective distribution to reach early adopters.
2. Growth Stage:
 Characteristics: Sales begin to rise as more consumers adopt the product,
and profits increase.
 Marketing Objectives: Maximize market share, target early and late
majority, build brand loyalty, and expand distribution.
 Strategic Marketing: Focus on market segmentation and differentiation,
introduce product extensions or variations, emphasize value proposition,
and build strong brand identity.
 Marketing Mix Strategy: Increase advertising to maintain awareness, offer
product variations to cater to different consumer needs, and expand
distribution channels.
3. Maturity Stage:
 Characteristics: Sales peak and begin to level off, and profits stabilize or
decline due to increased competition and market saturation.
 Marketing Objectives: Maintain market share, defend against
competitors, focus on customer retention, and enhance brand loyalty.
 Strategic Marketing: Differentiate the product from competitors, diversify
marketing messages, offer customer incentives, and optimize cost
efficiencies.
 Marketing Mix Strategy: Modify advertising to focus on differentiation,
offer discounts or loyalty programs, improve customer service, and
consider product line extensions.
4. Decline Stage:
 Characteristics: Sales decline due to changing consumer preferences,
technological advancements, or market saturation.
 Marketing Objectives: Manage decline and determine whether to
maintain, phase out, or replace the product.
 Strategic Marketing: Focus on cost reduction, consider discontinuation or
reinvention, and manage inventory effectively.
 Marketing Mix Strategy: Decrease promotional efforts, rationalize
product offerings, consider promotions to clear remaining inventory, and
prepare for discontinuation.

It's important to note that the duration of each stage can vary based on factors such as
the industry, competitive landscape, and consumer trends. Additionally, companies may
use different strategies based on their specific circumstances and objectives. Successful
marketers closely monitor the product life cycle and adapt their strategies accordingly to
maximize product success and profitability.
The consumer goods classification scheme identifies four product categories. Identify them and
indicate what form the remainder of the marketing mix would take for each one urchasing
behavior. The four main product categories are Convenience Products, Shopping
Products, Specialty Products, and Unsought Products. For each category, the remainder
of the marketing mix takes a distinct form:

1. Convenience Products:
 These are low-involvement, frequently purchased items that consumers
buy frequently with minimal effort.
 Marketing Mix: For convenience products, the emphasis is on distribution
and availability. Widespread distribution, prominent shelf placement, and
easy accessibility are crucial. Advertising and promotion focus on creating
top-of-mind awareness. Pricing may be competitive and attractive due to
the frequency of purchases.
2. Shopping Products:
 These are items that consumers research and compare before purchasing.
They involve more planning and consideration.
 Marketing Mix: For shopping products, the marketing mix emphasizes
differentiation. Advertising and promotion focus on features, benefits, and
comparison with competitors. Distribution is strategic, and products may
be available in selective outlets. Pricing might vary based on features and
quality to attract comparison shoppers.
3. Specialty Products:
 These are unique or specific items that consumers are willing to make a
special effort to obtain. Brand loyalty is strong.
 Marketing Mix: For specialty products, branding and differentiation are
key. Advertising and promotion highlight the unique qualities of the
product and create a strong brand image. Distribution is selective, and the
products may be available only in certain outlets. Pricing can be premium
to reflect the perceived value and exclusivity.
4. Unsought Products:
 These are products that consumers do not actively seek out or think about
until a need arises, often due to an unexpected problem or event.
 Marketing Mix: For unsought products, marketing efforts focus on
creating awareness and generating interest during the need recognition
stage. Advertising and promotion may focus on addressing the problem or
need that triggers demand. Distribution may be strategic to make products
 available when needed. Pricing may vary based on the urgency of the
situation.

It's important to note that these categories are not rigid, and some products may fall
into multiple categories depending on consumer behavior and context. Companies tailor
their marketing strategies to effectively target each product category and cater to
consumer preferences and needs.
2.