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Thursday 28 June 2012
MKT501
Macam mana TEST dan assignment saya?
Saya tidak ghairah lagi menjalankan tugasan pensyarah.
Kekecewaan terasa apabila menatap assignment pelajar di mana hasilnya
adalah `cut and paste' dan secara lurus menyerupai assignment kawan yang
lain atau menyerupai jawapan dalam teks. Kalau teks itu dipenuhi dengan
contoh dari USA, maka itulah yang ternampak di assignment pelajar.
Anjakan pemikiran dan kreativiti tidak terdapat pada jawapan. Apa yang
harus saya lakukan bila berdepan dengan keadaan begini? Walaupun agak
kecewa, tetapi di hati kecil ini mendoakan agar ketamadunan yang sebenar
berlaku di mana rakyatnya kreatif, aktif, dan progresif, bebas dari
meniru hasilan orang lain. Allahuakbar.
Saturday 23 June 2012
Thursday 21 June 2012
Essay Q for TEST2
QUESTION 1
Sales promotion consists of short-term incentives to encourage purchase or sales of a product or service.
a) Explain four (4) reasons for the growth of sales promotion.
b) What and discuss the three (3) forms of sales promotion. Relate with the tools that are being used.
QUESTION 2
a) Identify and list five (5) requirements for an effective segmentation.
b) Explain with examples of products four (4) bases for segmentation.
QUESTION 3
a) Describe , with examples, the three (3) main Vertical Marketing Systems (VMS) marketers can adopt.
b) Define Marketing Logistics. Using appropriate examples, explain four (4) functions of logistics.
c) What are the key functions peeformed by Channel members. Explain with examples any three of the
functions.
Sales promotion consists of short-term incentives to encourage purchase or sales of a product or service.
a) Explain four (4) reasons for the growth of sales promotion.
b) What and discuss the three (3) forms of sales promotion. Relate with the tools that are being used.
QUESTION 2
a) Identify and list five (5) requirements for an effective segmentation.
b) Explain with examples of products four (4) bases for segmentation.
QUESTION 3
a) Describe , with examples, the three (3) main Vertical Marketing Systems (VMS) marketers can adopt.
b) Define Marketing Logistics. Using appropriate examples, explain four (4) functions of logistics.
c) What are the key functions peeformed by Channel members. Explain with examples any three of the
functions.
Wednesday 20 June 2012
Ch1 MC for TEST2
Chapter 1 Marketing: Creating and Capturing Customer
Value
1)
All of the following are accurate descriptions of modern marketing, EXCEPT
which one?
A)
Marketing is the creation of value for customers.
B)
Marketing is managing profitable customer relationships.
C)
Selling and advertising are synonymous with marketing.
D)
Marketing involves satisfying customers' needs.
E)
Marketing is used by for-profit and not-for-profit organizations.
2)
According to management guru Peter Drucker, "The aim of marketing is to
________."
A)
create customer value
B)
identify customer demands
C)
make selling unnecessary
D)
set realistic customer expectations
E)
sell products
3)
________ is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through value creation and
exchange.
A)
Selling
B)
Advertising
C)
Bartering
D)
Marketing
E)
Negotiating
4)
Which steps of the five-step marketing process are about understanding
customers, creating customer value, and building strong customer relationships?
A)
the first two only
B)
the first three only
C)
the first four only
D)
the last three only
E)
the last four only
5)
________ are human needs as shaped by individual personality and culture.
A)
Needs
B)
Wants
C)
Demands
D)
Values
E)
Exchanges
6)
When backed by buying power, wants become ________.
A)
social needs
B)
demands
C)
physical needs
D)
self-esteem needs
E)
exchanges
7)
What do companies call a set of benefits that they promise to consumers to
satisfy their needs?
A)
market offering
B)
value proposition
C)
demand satisfaction
D)
need proposition
E)
evoked set
8)
Which of the following refers to sellers being preoccupied with their own
products and losing sight of underlying consumer needs?
A)
selling myopia
B)
marketing management
C)
value proposition
D)
marketing myopia
E)
the product concept
9)
________ is the act of obtaining a desired object from someone by offering
something in return.
A)
A value proposition
B)
Exchange
C)
Bribery
D)
Value creation
E)
Donation
10)
A(n) ________ is the set of actual and potential buyers of a product.
A)
market
B)
audience
C)
group
D)
segment
E)
exchange
11)
The art and science of choosing target markets and building profitable
relationships with them is called ________.
A)
marketing management
B)
positioning
C)
segmentation
D)
selling
E)
differentiation
12)
Selecting which segments of a population of customers to serve is called
________.
A)
market segmentation
B)
positioning
C)
customization
D)
target marketing
E)
managing the marketing effort
13)
Which of the following is the set of benefits a company promises to deliver the
customer to satisfy their needs?
A)
a money-back guarantee
B)
low pricing
C)
good customer service
D)
a value proposition
E)
an attribute
14)
Which of the following marketing management concepts is most likely to lead to
marketing myopia?
A)
customer-driven marketing
B)
customer-driving marketing
C)
social marketing
D)
selling
E)
production
15)
The ________ concept is aligned with the philosophy of continuous product
improvement and the belief that customers will choose products that offer the
most in quality, performance, and innovative features.
A)
product
B)
production
C)
customer
D)
marketing
E)
promotion
16)
Which concept calls for aggressive selling and focuses on generating
transactions to obtain profitable sales?
A)
marketing
B)
production
C)
product
D)
selling
E)
societal marketing
17)
Which concept holds that achieving organizational goals depends on knowing the
needs and wants of target markets and delivering the desired satisfactions
better than competitors do?
A)
product
B)
production
C)
selling
D)
marketing
E)
equity
18)
According to the production concept, consumers will favor products that are
________ and ________.
A)
satisfying; quality focused
B)
advertised; affordable
C)
in high demand; hard to find
D)
segmented; convenient
E)
available; affordable
19) Air Asia Airlines used the marketing concept in his
successful organization. Having a customer department rather than a marketing
department, as suggested by Kelleher, is an example of a(n) ________
perspective.
A)
outside-in
B)
external
C)
inside-out
D)
modern
E)
traditional
20)
Which of the following reflects the marketing concept philosophy?
A)
"We don't have a marketing department; we have a customer
department."
B)
"We're in the business of making and selling superior products."
C)
"We build them so you can buy them."
D)
"When it's profits versus customers' needs, profits will always win
out."
E)
"You won't find a better deal anywhere."
21)
The societal marketing concept seeks to establish a balance between consumer
short-run wants and consumer ________.
A)
short-run costs and profits
B)
short-run ethics
C)
long-run welfare
D)
immediate health
E)
value propositions
22)
Which concept holds that firms must strive to deliver value to customers in a
way that maintains or improves the consumer's and society's well-being?
A)
marketing
B)
selling
C)
product
D)
societal marketing
E)
equity
23)
The three areas of consideration that should be balanced in the societal
marketing concept are consumer wants, society's interests, and ________.
A)
human welfare
B)
want satisfaction
C)
company profits
D)
short-run wants
E)
long-term needs
24)
The set of marketing tools a firm uses to implement its marketing strategy is
called the ________.
A)
promotion mix
B)
product mix
C)
marketing mix
D)
TQM
E)
marketing effort
25)
Customer-perceived value is determined by a customer's ________ of the benefits
and costs of a market offering relative to those of competing offers.
A)
personal assessment
B)
rational expectations
C)
accurate assessment
D)
objective evaluation
E)
emotional understanding
26)
It is most accurate to say that customers buy from stores and firms that offer
which of the following?
A)
the highest value for the dollar
B)
the highest customer-perceived value
C)
the highest level of customer satisfaction
D)
the most attractive company image
E)
the most concern for society's interests
27)
________ is defined as the customer's evaluation of the differences between all
the benefits and all the costs of a marketing offer relative to those of
competing offers.
A)
Customer equity
B)
Customer satisfaction
C)
Customer evangelism
D)
Customer-perceived value
E)
Marketing myopia
28)
Which of the following best explains why consumers have greater power and control
in today's marketplace?
A)
The production concept and competition have lowered prices.
B)
Implementation of the product concept has resulted in continually improving
products.
C)
Customer-driven marketing creates products and services that meet customers'
future needs.
D)
More companies are implementing social marketing and weighing long-term costs
and benefits.
E)
Through new communication technologies, customers have more access to
information and more methods of sharing their opinions with other customers.
29)
The final step in the marketing process is ________.
A)
capturing value from customers
B)
creating customer loyalty
C)
creating customer lifetime value
D)
understanding the marketplace
E)
designing a customer-driven marketing strategy
30)
The ultimate aim of customer relationship management is to produce ________.
A)
customer equity
B)
market share
C)
sales volume
D)
a reliable database
E)
higher profit margins
31)
Which of the following is currently the fastest-growing form of marketing?
A)
consumer-generated marketing
B)
online marketing
C)
mass media marketing
D)
social marketing
E)
word-of-mouth marketing
32)
Today almost every company, small and large, is affected in some way by which
of the following?
A)
the societal marketing concept
B)
not-for-profit marketing
C)
global competition
D)
customer-generated marketing
E)
caring capitalism
Ch3 MC for TEST2
Chapter 3 Analyzing the Marketing Environment
1)
You are directed to study the actors close to the company that affect its
ability to serve its customers-departments within the company, suppliers,
marketing intermediaries, customer markets, competitors, and publics. What are
you studying?
A)
the macroenvironment
B)
the microenvironment
C)
the marketing environment
D)
the demographic environment
E)
the global environment
2)
Which of the following terms is used to describe the factors and forces outside
marketing that affect marketing management's ability to build and maintain
successful relationships with target customers?
A)
the marketing environment
B)
the cultural environment
C)
strategic planning
D)
target markets
E)
the marketing mix
3)
You are directed to study the demographic, economic, natural, technological,
political, and cultural factors that are larger societal forces affecting your
company. What are you studying?
A)
the macroenvironment
B)
the microenvironment
C)
the external environment
D)
the marketing mix
E)
the global environment
4)
Which of the following is NOT a type of factor in a company's macroenvironment?
A)
demographic
B)
economic
C)
technological
D)
competitive
E)
political
5)
All of the groups within a company are called the ________.
A)
culture
B)
diversity
C)
internal environment
D)
climate
E)
range
6)
A ________ is defined as any group that has an actual or potential interest in,
or impact on, an organization's ability to achieve its objectives.
A)
team
B)
competitor
C)
market
D)
public
E)
intermediary
7)
Workers, managers, and members of the board are all part of a company's
________ public.
A)
general
B)
internal
C)
local
D)
intermediary
E)
market
8) Percy Original caters to a market of individuals and households that buys goods and services for personal consumption. Percy Original caters to a ________ market.
A)
business
B)
reseller
C)
government
D)
consumer
E)
marketing intermediary
9)
Which type of market buys goods and services for further processing or for use
in the production process?
A)
business
B)
reseller
C)
wholesale
D)
consumer
E)
retail
10)
Your marketing department is currently researching the size, density, location,
age, and occupations of your target market. Which environment is being
researched?
A)
demographic
B)
psychographic
C)
economic
D)
geographic
E)
cultural
11)
The ________ environment consists of factors that affect consumer purchasing
power and spending patterns.
A)
cultural
B)
political
C)
technological
D)
economic
E)
natural
12)
Which of the following groups of expenses uses up the most household income?
A)
food, housing, retirement planning
B)
housing, insurance, taxes
C)
food, housing, transportation
D)
housing, taxes, transportation
E)
food, travel, savings
13)
The natural resources that are needed as inputs by marketers or that are
affected by marketing activities are referred to as the ________.
A)
raw material market
B)
natural environment
C)
endangered environment
D)
green movement
E)
factors of production
14)
The recent rash of business scandals and increased concerns about the
environment have created fresh interest in the issues of ________ and ________.
A)
ethics; promotion responsibility
B)
ethics; social responsibility
C)
finances; employee discrimination
D)
management ethics; insider trading
E)
promotion; pricing
15)
A society's basic values, perceptions, preferences, and behaviors are all part
of its ________ environment.
A)
social
B)
cultural
C)
political
D)
cultural-economic
E)
natural
16)
Marketers should understand that a society's core beliefs and values have a
high degree of ________.
A)
persistence
B)
flexibility
C)
similarity
D)
ethnocentrism
E)
conformity
17)
A society's ________ are expressed in how people view themselves,
organizations, society, nature, and the universe.
A)
social codes
B)
cultural values
C)
demographics
D)
public policies
E)
economies
Chapter 5 Consumer Markets and Consumer Buyer Behavior
1)
The consumer market is made up of which of the following?
A)
individuals who acquire goods or services for personal consumption
B)
households that purchase goods or services for personal consumption
C)
businesses that purchase goods and services
D)
A and B
E)
all of the above
2)
Economic, technological, and cultural forces are all ________ in the
stimulus-response model of buyer behavior.
A)
buyer responses
B)
stimuli
C)
components of the buyer's decision process
D)
buyer characteristics
E)
buying attitudes
3)
The starting point of understanding a consumer's response to various marketing
efforts is the ________ of a buyer's behavior.
A)
belief
B)
subculture
C)
postpurchase feeling
D)
stimulus-response model
E)
postpurchase dissonance
4)
Marketing stimuli consist of the four Ps. Which is NOT one of these?
A)
product
B)
politics
C)
price
D)
promotion
E)
place
5)
The marketer wants to understand how the stimuli are changed into responses
inside the consumer's ________, which has two parts. First, the buyer's
characteristics influence how he or she perceives and reacts to the stimuli.
Second, the buyer's decision process itself affects the buyer's behavior.
A)
culture
B)
black box
C)
belief
D)
lifestyle
E)
social class
6)
In the model of buyer behavior, which of the following is NOT a major type of
force or event in the buyer's environment?
A)
economic
B)
technological
C)
political
D)
channel
E)
cultural
7)
________ is(are) the most basic cause of a person's wants and behavior.
A)
Culture
B)
Brand personality
C)
Cognitive dissonance
D)
Societal factors
E)
Selective perception
8)
Marketers are always trying to spot ________ in order to discover new products
that might be wanted.
A)
lifestyles
B)
cultural shifts
C)
groups
D)
dissonance
E)
attitudes
9)
Each culture contains smaller ________, or groups of people with shared value
systems based on common life experiences and situations.
A)
alternative evaluations
B)
cognitive dissonances
C)
subcultures
D)
motives
E)
attitudes
10)
________ are society's relatively permanent and ordered divisions whose members
share similar values, interests, and behaviors.
A)
Social classes
B)
Cultures
C)
Reference groups
D)
Attitudes
E)
Lifestyles
11)
What is one way that social class is NOT measured?
A)
occupation
B)
education
C)
income
D)
number of children in the family
E)
wealth
12)
Opinion leaders are sometimes referred to as ________.
A)
the influentials
B)
the upper uppers
C)
the middle class
D)
buzz marketers
E)
networkers
13)
The ________ is the most important consumer buying organization in society; the
roles and influences of different members have been researched extensively.
A)
family
B)
social class
C)
membership group
D)
subculture
E)
reference group
14)
A ________ consists of the activities people are expected to perform according
to the persons around them.
A)
motive
B)
role
C)
lifestyle
D)
life cycle
E)
tradition
15)
A buyer's decisions are influenced by ________ such as the buyer's age and
life-cycle stage, occupation, economic situation, lifestyle, and personality
and self-concept.
A)
personal characteristics
B)
reference groups
C)
perceptions
D)
attitudes
E)
psychographics
16)
People change the goods and services they buy over time because of the two
changing factors of ________.
A)
belief and attitude
B)
perception and personality
C)
age and life-cycle stage
D)
groups and learning
E)
family and tradition
17)
________ is a person's pattern of living as expressed in his or her
psychographics, including his or her activities, interests, and opinions.
A)
Personality
B)
Culture
C)
Lifestyle
D)
Motive
E)
Social class
18)
All of the following make up a person's lifestyle EXCEPT ________.
A)
AIO dimensions
B)
interests
C)
dissonance-reducing buying behavior
D)
opinions
E)
work
19)
________ refers to the unique psychological characteristics that lead to
relatively consistent and lasting responses to one's own environment. It is
usually described in traits such as self-confidence, dominance, sociability,
autonomy, defensiveness, adaptability, and aggressiveness.
A)
Alternative evaluation
B)
Belief
C)
Culture
D)
Personality
E)
Self-awareness
20)
A person's buying choices are influenced by four major psychological factors.
Which is NOT one of these factors?
A)
motivation
B)
perception
C)
alternative evaluation
D)
learning
E)
beliefs
21)
A ________ is a need that is
sufficiently pressing to direct a person to seek satisfaction.
A)
stimulus
B)
perception
C)
culture
D)
motive
E)
tradition
22)
Maslow's theory is that ________ can be arranged in a hierarchy.
A)
stimuli
B)
beliefs and attitudes
C)
perceptions
D)
human needs
E)
decisions
23)
Which of the following is NOT part of Maslow's Hierarchy of Needs?
A)
physiological needs
B)
safety needs
C)
stimulus needs
D)
self-actualization needs
E)
social needs
24)
What is the LEAST pressing in Maslow's Hierarchy of Needs?
A)
physiological needs
B)
social needs
C)
esteem needs
D)
self-actualization needs
E)
safety needs
25)
________ is the process by which people select, organize, and interpret
information to form a meaningful picture of the world.
A)
Personality
B)
Perception
C)
Selective grouping
D)
Learning
E)
Self-actualization
26)
People cannot focus on all of the stimuli that surround them each day. A
person's tendency to screen out most of the information to which he or she is
exposed is called ________.
A)
selective retention
B)
selective distortion
C)
selective attitude
D)
selective attention
E)
selective perception
27)
People forget much that they learn. They tend to retain information that
supports their attitudes and beliefs. This is called ________.
A)
selective attention
B)
selective retention
C)
selective attitude
D)
selective distortion
E)
perceptual vigilance
28)
A(n) ________ is a person's relatively consistent evaluations, feelings, and
tendencies toward an object or idea.
A)
lifestyle
B)
motive
C)
belief
D)
attitude
E)
perception
29)
When consumers are highly involved with the purchase of an expensive product
and they perceive significant differences among brands, they most likely will
undertake ________.
A)
habitual buying behavior
B)
complex buying behavior
C)
reflective buying behavior
D)
habitual buying behavior
E)
variety-seeking buying behavior
30)
Which of the following typically occurs with habitual buying behavior?
A)
There is high consumer involvement.
B)
There is strong brand loyalty.
C)
Consumers search extensively for information.
D)
Ad repetition creates brand conviction.
E)
none of the above
31)
When customers have a low involvement in a purchase but perceive significant
brand differences, they will most likely engage in ________.
A)
complex buying behavior
B)
dissonance-reducing buying behavior
C)
habitual buying behavior
D)
variety-seeking buying behavior
E)
brand conviction buying behavior
32)
The buyer decision process consists of five stages. Which of the following is
NOT one of these stages?
A)
need recognition
B)
information search
C)
variety-seeking buying behavior
D)
purchase decision
E)
postpurchase behavior
33)
The buying process starts with ________, in which the buyer recognizes a
problem.
A)
need recognition
B)
information search
C)
product awareness
D)
product interest
E)
alternative evaluation
34)
If the consumer's drive is strong and a satisfying product is near at hand, the
consumer is likely to buy it then. If not, the consumer may store the need in
memory or undertake a(n) ________.
A)
brand personality
B)
alternative evaluation
C)
postpurchase behavior
D)
information search
E)
product adoption
35)
The consumer can obtain information from any of several sources. Which of the
following is NOT one of these types of sources?
A)
personal
B)
commercial
C)
attitude
D)
public
E)
experiential
36)
The most effective sources from which consumers obtain information are ________
because they legitimize or evaluate products for the buyer.
A)
commercial
B)
public
C)
experimental
D)
personal
E)
experiential
37)
Marketers describe the way the consumer processes information to arrive at
brand choices as ________.
A)
alternative evaluation
B)
information search
C)
purchase decision
D)
situational factors
E)
post-purchase dissonance
38)
Generally, the consumer's purchase decision will be to buy the most preferred
brand, but two factors can come between the purchase intention and the purchase
decision. Which of the following is one of these factors?
A)
postpurchase behavior
B)
attitude of others
C)
cognitive dissonance
D)
alternative evaluation
E)
new product adoption
39)
After the purchase of a product, consumers will be either satisfied or
dissatisfied and engage in ________.
A)
need recognition
B)
alternative evaluation
C)
postpurchase behavior
D)
product expectations
E)
information searches
40)
The relationship between the consumer's expectations and the product's ________
determines whether the buyer is satisfied or dissatisfied with a purchase.
A)
perceived performance
B)
brand personality
C)
recognition
D)
consumer market
E)
service quality
41)
Almost all major purchases result in ________, or discomfort caused by
postpurchase conflict.
A)
need recognition
B)
cognitive dissonance
C)
purchase decisions
D)
legitimization
E)
dissatisfaction
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