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Final POM. Jan 2022 Principle MKT ( Online EXAM)
Principle of Marketing (International University - VNU-HCM)
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THE INTERNATIONAL UNIVERSITY (IU) – VIETNAM NATIONAL UNIVERSITY – HCMC
FINAL EXAMINATION
Date: January 2022
Student ID: ..................................
Name:................................................
SUBJECT: Principles of Marketing
Dean of School of Business
Administration
Signature:
Lecturer:
Full name: Dr Trinh Viet Dung
Full name: Dr. Tran Tien Khoa
Mrs. Nguyen Que Tien
Ms. Dang Thi Uyen Thao
Mr. Lai Vinh Phuc
Signature:
INSTRUCTIONS:
1. This is a CLOSED BOOK examination
2. No talking during exams.
3. No mobile phone, tablet use during the exam.
4. The students can use dictionary IN HARD COPY ONLY
GOOD LUCK!
Note:
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Part A: Multiple-Choice Questions (60 points, students answer MC questions
on this question paper)
1. Which statement is correct in regard to a firm expanding its product mix:
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A. Expanding the width provides a wider range of choices for a particular
product in order to better fulfill current consumers.
B. Expanding the width provides the ability to satisfy demands of different
consumers, creates a greater sense of loyalty, capitalizes on established
reputations and diversify risks
C. Expanding the depth in unrelated product categories sometimes lead
to loss of reliability if it is extended too far.
D. Both B and C
2. For many years, IBM dominated the computer world with their attributes like
"big" and "powerful". The introduction of the Mac mini with the BYODKM (Bring
your own monitor, keyboard and mouse) marketing campaign was an example of
going against the industry leader. What product attributes are mentioned?
A. Product quality
B. Product features
C. Product design
D. Product style
3. Amazon has developed a number of brands including AmazonBasics, Amazon
essentials, and Pinzon. What brand strategy decisions are mentioned?
A. Brand extensions : brand name to new or modified
B. Private brand launching
C. Co-branding : kết hợp với brand khác (gentle monster&jennie)
D. None of above
4. Erica wants to replace her old washing machine with a new one. In order to get
the maximum value for her money, she plans to spend substantial time and effort
in gathering information and making product comparisons before making the
actual purchase. In this instance, Erica is planning to buy a(n) ________ product.
A. convenience
B. exclusive
C. specialty
D. shopping
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5. A pharmaceutical company in Utah recently released a new and expensive
anti-ulcer drug in the market. The company justifies the high price of the drug by
claiming that it is highly effective for treating all kinds of ulcers. The company also
claims that the new drug will help bring down the need for invasive surgeries, an
additional benefit for patients. Which of the following pricing strategies is the
pharmaceutical company most likely using in this instance?
A. target pricing
B. break-even pricing : no profit
C. cost-based pricing
D. value-based pricing
E. markup pricing
6. In a Fish Market, there are more than 15 stores offering the same quality of
seafood products. However, none of these stores could charge more than the
common price due to the risk of losing sales to other stores. What type of
competition exists in this fish market?
A. pure competition
B. monopolistic competition
C. oligopolistic competition
D. pure monopoly
7. In the price competition, instead of reducing the price, most companies will
adopt _______ to match their competitors:
A. cost-based pricing strategies
B. value-added strategies
C. break-even pricing strategies
D. penetration pricing strategies
8. If a large company or corporation as Vietnam Airlines keeps the low-price,
low-margin strategy for their flight tickets, what will competitors react to this
situation?
a. Competitors will compete against VNA by raising the promotion war
b. Competitors will not be able to compete against VNA
c. Competitors will invest more in their advertising activities
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d. Competitors will ask for the support from the government
9. Mount Elizabeth Hospital is one of the famous hospitals in Singapore. The
company is looking to establish their business in Vietnam through contractual
vertical marketing system, as a franchise organization. Which type of franchise
organization Mount Elizabeth Hospital will be belong to if they franchise their
business in the new market:
A. Service – firm sponsored retailer franchise
B.
Manufacturer-sponsored service franchise
C. Manufacturer- sponsored retailer franchise
D. Manufacturer- sponsored wholesaler franchise
10. David and his family business have been supplying potatoes for Lay’s Potato
Chips for over five years. Monthly, they will supply Lay’s with new, freshly grown
potatoes so that Lays can make potato chips in their manufacture and sell
finished products to the markets. David and his family business belong to:
A. Business Partner
B. Upstream Partner
C. Downstream Partner
D. Supplying Partner
11. Which of the following products is probably be intensively distributed in
Vietnam?
A. Canon digital compact camera.
B. Levi's jeans
C. DoubleMint Gum
D. Apple Smart Watch
12. Which of the following products is probably be exclusively distributed in
Vietnam?
A. Pepsi cans
B. PNJ diamond rings
C. Cartier diamond bracelets
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D. Dior diamond earrings
13. Happy and Select are examples of the Coopmart’s private brands. Because
Coopmart doesn’t have to promote its private brands to get them on its own
shelves like a “regular” manufacturer would, Happy and Select brands are
often priced more cheaply. Moreover, manufacturers often feel slighted when
these retailers dedicate more shelf space to their own private brands. What
happens between channel members?
A. Horizontal Conflict: disagreement among two or more channel members at the
same level
B. Vertical Conflict: occurs between organizations that work together to provide
the same product to the consumer.
C. Horizonal Marketing System: kind of distribution marketing channel wherein
two or more companies at the same level unrelated to each other come together
to gain the economies of scale.
D. Distribution Conflict
14. Samsung is introducing consumers to its new product Galaxy Z Flip with the
help of an advertisement campaign to introduce the Z Flip on social media
and Tiktok Hashtag Challenge. This campaign most likely aims to affect the
________ stage of buyer-readiness.
A. Preference
B. Liking
C. Awareness
D. Awareness and Knowledge
15. Integrated marketing communications require a company's mass-market
advertisements, Web site, e-mail, and personal selling communications to all
have ________.
A. the same target audience
B. the same message, look, and feel
C. separate marketing objectives
D. independent communications directors
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16. Which of the following advertising slogans most likely represents a twosided argument?
A. Good Breakfast is Breakfast with Milo
B. Red bull gives you wing
C. A diamond is forever
D. There are some things money can’t buy. For everything else, there’s
Mastercard
17. In efforts of launching new Pepsi product line – the Pepsi Lime Zero, Pepsi
has sponsored into “Rap Viet”. If Pepsi Lime Zero targets to young
consumers, other than sponsored into popular TV show for youth and aired
advertising on TV, what other promotional activities Pepsi should choose to
build in their marketing plan:
A.
Sampling activation in locations popular with youth to encourage for new
product trial
B.
Have the sponsored TV show also aired onto digital platform such as
YouTube
C. Leverage the images of KOLs (Celebrities) drinking Pepsi Lime Zero to
write positive PR articles on Kenh14 and Zing News
D. All of the above
E. B and C are correct answers
18. Please look into these advertising images below, which type of message
appeal is demonstrated through the image:
A.
Rational
B.
Emotional
C.
Moral
D.
Both A & B
19. Which type of media
form in the Advertising
that would be great
choice for energy brand
such as Wake Up 247 –
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the brand targets into male with low income who are truck drivers
A.
Newspaper
B.
Facebook & YouTube
C. Radio
D. Television
E. Both B & C
20. Between the three brands’
advertising images below, which brand includes the consumer emotional benefits
in their message strategy:
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Milk Beverage brand – Fami
Tooth paste brand – Colgate
Shampoo –
Head& Shoulders
A.
Beverage brand – Fami
B. Shampoo brand for men – Head & Shoulder
C. Tooth paste brand – Colgate
D. All three brands
Part B: Open Questions (40 points)
Question 1. The advertising image below of Pond’s has shown the message of
the brand.
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(a) What type of message is used in the advertising, rational message or
emotional message? Or both of them? Explain your answer (10 points)
(b) As a marketing manager, with a premium skincare product targeting to middle
to high income modern women, who will be the appropriate and good image to
act as the message source and communicate the message from your brand to
the target audience? Give the answer for one message source and explain your
reason. (10 points)
Question 2.
(a) How can a company expand its product line? (10 points)
(b) Provide an example of how a specific company in Consumer electronic and
Home appliances sector applied these strategies to expand its product line. (10
points)
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