IMC301c - Fall 2024 - FE Exam HOLA (ƯU TIÊN HỌC TRƯỚC)

1. If Apple wants to maximize profits for the 4GB iPhone based on an experiment that segmented iPod owners and non-iPod owners, what would be the best pricing strategy?

(Choose one answer)

A. Set the lowest price ($299) to maximize the number of pre-orders from both iPod owners and non-owners.

B. Set the medium price ($399) to balance pre-order rates between iPod owners and non-owners while ensuring higher margins.

C. Set the highest price ($499) to maximize revenue per unit, despite lower pre-order rates.

D. Focus on the iPod owners only and set a price of $299 to take advantage of their higher willingness to pre-order.

B. Set the medium price ($399) to balance pre-order rates between iPod owners and non-owners while ensuring higher margins.

2. Which one of the options below is the right input to develop your brand architecture?

(Choose one answer)

A. An understanding of how the sales team thinks that they will be more effective in commercializing the products.

B. An understanding of how the customers view & define the category.

C. An understanding of how employees see the ideal links between the products and brands.

D. None of these options.

B. An understanding of how the customers view & define the category.

3. Which of the below are brand architecture models?

(Choose one answer)

A. House of brands, hybrid and branded house.

B. Cash cows, dogs, stars and question marks.

C. Market development, market penetration, diversification and product development.

D. Introduction, growth, maturity and decadency.

A. House of brands, hybrid and branded house.

4. Instead of opening large-scale dealerships in US towns, what did Tesla decide to do to reach potential buyers?

(Choose one answer)

A. They created smaller showrooms in high foot traffic areas where potential customers could drop by on impulse and leam about their cars.

B. They increased their marketing budget to spend more on online advertising and SMO to bring more people to their website.

C. They rented large portions of lots from already existing dealerships to showcase their cars.

D. None of the above.

A. They created smaller showrooms in high foot traffic areas where potential customers could drop by on impulse and leam about their cars.

5. What is a crucial role to recruit when embedding the brand in your organization?

(Choose one answer)

A. A graphic designer.

B. An internal communication person.

C. An external consultant.

D. The Brand Champions (or Ambassadors).

D. The Brand Champions (or Ambassadors).

6. If we talk about entry strategies, which of the following Entry Strategies requires the highest level of investment for the retailer?

(Choose one answer)

A. Direct Investment.

B. Strategic Alliance.

C. Joint Venture (JV).

D. Franchising.

A. Direct Investment.

7. Which of the below are indicators that you might have a brand architecture issue or opportunity?

(Choose one answer)

A. Brands are cluttered and confusing to both customers and employees. None of the above.

B. There is no clear plan for integrating recently acquired brands into the existing architecture.

C. There is no internal system for managing how new brands, or sub-brands are developed.

D. All of the above.

D. All of the above.

8. ________is a type of marketing communication in which consumers pass along marketing content of a brand to others through the Internet. Consumers do this without receiving a fee, and the content is often creative and provocative.

(Choose one answer)

A. Public relations.

B. Sponsorship.

C. Guerilla marketing.

D. Viral marketing.

D. Viral marketing.

9. If a movie theater knows the willingness to pay of three customer segments (A, B, and C) across their first five visits, how can it maximize revenue?

(Choose one answers)

A. Charge the highest possible price based on the willingness to pay of the highest segment (Segment C) for each visit.

B. Set the same price for all visits to maintain simplicity and avoid confusion among customers.

C. Charge different prices for each visit based on the highest willingness to pay for that specific visit across the three segments.

D. Offer discounted bundles that include multiple visits, regardless of individual willingness to pay for each visit.

C. Charge different prices for each visit based on the highest willingness to pay for that specific visit across the three segments.

10. If a respondent's estimated part-worth for a $100 price point is 50, and for a $500 price point it is 10, what is the exchange rate between utility and price in this example?

(Choose one answer)

A. 20.

B. 10.

C. 5.

D. 25.

B. 10.

11. When a Tesla driver states that he drives a Tesla because". Elon Musk is my hero", what type of brand loyalty is he/she exhibiting:

(Choose one answer)

A. Head loyalty.

B. Heart loyalty.

C. Hand loyalty.

B. Heart loyalty.

12. Please indicate which of the following is NOT one of the four steps of the Selective Processes Theory:

(Choose one answer)

A. Selective Retention.

B. Selective Attention.

C. Selective Adaptation.

D. Selective Exposure.

C. Selective Adaptation.

13. _________is a practice that helps search engines to reach the content in our websites more effectively through organic (not paid) searches.

(Choose one answer)

A. Guerilla marketing.

B. Content marketing.

C. Search engine optimization.

D. Viral marketing.

C. Search engine optimization.

14. What statement about profit is accurate?

(Choose one answer)

A. Profit = (Units Sold Price) - (Units Sold* Variable Cost) - Fixed Cost.

B. Profit = Revenues - Costs.

C. Profit Revenues - Variable Costs - Fixed Costs.

D. All of the mentioned.

D. All of the mentioned.

15. Which is NOT a benefit of Omni-Channel Retailing, especially for the traditional store-based and catalogue retailers when using electronic channels.

(Choose one answer)

A. Becoming a leader.

B. Expanding markets.

C. Building a Strategic Advantage.

D. Overcoming the limitations of existing formats.

A. Becoming a leader.

16. If McDonalds includes a free toy from a Disney movie in its happy meals for kids, what type of sales promotion is used?

(Choose one answers)

A. Sampling.

B. Coupons.

C. Premiums.

D. Price-off.

C. Premiums.

17. Consider a wind turbine manufacturer. Currently, a 1.5 MW wind turbine has a price of $1.7M and $1.3M in variable cost.

If the manufacturer considers raising the price by 3%, what would be the allowable volume loss to at least maintain profits?

(Choose one answer)

A. 11% to 12%.

B. 9% to 10%.

C. 5% to 6%.

D. 3% to 4%.

A. 11% to 12%.

18. A product is being sold at a price of €110. After a price increase to €130, the number of units sold drops from 5,000 units to 4,500 units. What is the price elasticity?

(Choose one answer)

A -0.55.

B. -5.5.

C. -1.8.

D. -0.18.

A -0.55.

19. Do consumers tend to use price as a quality indicator more often for products they buy frequently or for products they purchase for the first time?

(Choose one answer)

A. First time products.

B. Products purchased frequently.

A. First time products.

20. Which of the following is not an obstacle that producers and retailers face in their relationship?

A. Abscence of real mentality change.

B. Conflict between producer and distributor objectives.

C. Size - major concentration in order to compete.

D. Lack of resources.

A. Abscence of real mentality change.

21. Which of the below is NOT a key success factor when launching a new product?

(Choose one answer)

A. Listen to the consumer along the way during the product development cycle and after launch.

B. Get everyone onboard - including those areas/functions not directly involved in the development process.

C. Giving R&D the liberty to come up with whichever product they think will be the next big hit.

D. Set go-no-go milestones with specific decision making criteria and stick to them.

C. Giving R&D the liberty to come up with whichever product they think will be the next big hit.

22. What definition best reflects what a merchant wholesaler does?

(Choose one answer)

A. Brings buyers and sellers together and assists in negotiation.

B. Takes title of goods.

C. Takes no title of goods and provides full services.

D. Takes no title of goods and performs only a few functions.

B. Takes title of goods.

23. Which of the product strategies below did Tesla use when they decided to launch the Model S?

(Choose one answer)

A. Market development.

B. Market penetration.

C. Augment the depth of their product mix.

D. Diversification.

D. Diversification.

24. Which of the following sentences defines a "Push Strategy"?

(Choose one answer)

A. Both definitions.

B. Manufacturer uses several forms of communication to persuade consumers to demand the product.

C. Manufacturer induces intermediaries to carry, promote and sell the product.

D. None of them.

C. Manufacturer induces intermediaries to carry, promote and sell the product.

25. According to Prospect Theory, when offering a discount on Model S, do consumers prefer a $500 discount on a $50,000 product or $5,000 product?

(Choose one answer)

A. $50,000.

B. $5,000.

C. $10,000.

D. Consumers appreciate the discount equally.

B. $5,000.

26. I have seen a new version of the headset that I own. Its sound quality is enhanced and it blocks outside noise.

It will help me concentrate better while I am working Which step of the consumer decision making process does this consumer statement corresponds to?

(Choose one answer)

A. Purchase decision.

B. Need recognition.

C. Information seeking.

D. Post-purchase evaluation.

B. Need recognition.

27. Which of the following is NOT a critical question companies need to address to achieve customer-management excellence in emerging markets?

(Choose one answer)

A. What are our growth priorities?

B. How we will maintain our strategy?

C. What is our distinctive value proposition?

D. How we will deliver our value proposition?

B. How we will maintain our strategy?

28. Which is one correct definition when describing Trade Marketing?

(Choose one answer)

A. Increment the offer from the manufacturer.

B. Decrement the offer from the manufacturer.

C. Share costs among players.

D. It is a strategic alliance.

D. It is a strategic alliance.

29. Read the following situation and decide whether it is a portfolio question or a brand architecture issue:

"You are launching a new low-cost product in a category where you already have a brand in a higher value tier and need to decide which brand to use."

(Choose one answer)

A. Portfolio.

B. Architecture.

A. Portfolio.

30. You have just recently been hired as a sales representative and today you will have your first meeting with a client. Your company offers multiple products at different prices - from cheap to expensive. When presenting to the client the overall product portfolio, how to best present the options?

(Choose one answer)

A. Start at the highest priced item.

B. Start at the lowest priced item.

C. Start with one that is mid-priced.

B. Start at the lowest priced item.

31. In a scenario where a company serves four distinct customer segments with different willingness to pay for hotel rooms and theme park entrance, which pricing strategy should the company use to maximize revenue if bundling is not allowed?

(Choose one answer)

A. Set a single price for both hotel room and theme park to appeal to all customer segments equally.

B. Price discrimination by setting different prices for each segment based on their willingness to pay.

C. Set the highest possible price for both the hotel room and theme park to maximize profit from high paying segments.

D. Optimize prices for hotel room and theme park separately to reflect the willingness to pay of different customer segments for each product.

B. Price discrimination by setting different prices for each segment based on their willingness to pay.

32. Which one of the following segmentation criteria can you establish to minimize conflict?

(Choose one answer)

A. Industry.

B. Legal procedure.

C. HR qualification.

A. Industry.

33. Which type of executional framework seeks to convince buyers that a product is superior through using some type of expert or evidence?

(Choose one answer)

A. Dramatization.

B. Authoritative.

C. Fantasy.

D. Slice-of-Life.

B. Authoritative.

34. Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting:

(Choose one answer)

A. Brand loyalty.

B. Brand image.

C. Brand knowledge.

D. Brand attitude.

A. Brand loyalty.

35. If a 10% price decrease is implemented while maintaining a contribution margin of 20%, what percentage increase in sales volume would be needed to ensure profitability?

(Choose one answer)

A. 1-30%.

B. 31-60%.

C. 61-90%.

D. 90-120%.

D. 90-120%.

36. What type of channel does Tesla use to deliver Model S to its customer?

(Choose one answer)

A. Direct

B. Indirect

C. Multi-Channel

A. Direct

37. Consumers exhibiting __________ loyalty generally have one or more specific reasons for their purchase decisions and they can easily articulate these reasons.

(Choose one answer)

A. Head loyalty.

B. Hand loyalty.

C. Heart loyalty.

A. Head loyalty.

38. Which of the following is a well-written brand value for innovation for a company in the sports business?

A. "For us, Innovation means generating new ideas and incorporating new technologies that will make us more competitive"

B. "For us, Innovation is challenging conventional wisdom, finding new ways to surmount existing challenges"

C. "For us, Innovation means enhancing the performance of our customers through the use of technology."

D. "For us, Innovation means employees always strive to produce excellent work that pushes the company upward"

C. "For us, Innovation means enhancing the performance of our customers through the use of technology."

39. What is the first step to define your internal communication and training program?

(Choose one answer)

A. Develop videos to promote your program.

B. Identify which is the best channel to launch it.

C. Identify who are the people that will appear in the communication.

D. Understanding who your audience is.

D. Understanding who your audience is.

40. __________refers to the nature of the relationship that customers have with the brand and the extent to which customers feel that they are "in synch" with the brand.

(Choose one answer)

A. Brand performance.

B. Brand resonance.

C. Brand imagery.

D. Brand identity.

B. Brand resonance.

41. What are the key inputs for developing your brand?

(Choose one answer)

A. Essence, values, extended identity.

B. Top management's ideas, our agency's creativity, our sales force's and our customer service inputs.

C. Business strategy, brand image, market trends, customer analysis, competitive analysis.

D. Market development, market penetration, diversification and product development.

C. Business strategy, brand image, market trends, customer analysis, competitive analysis.

42. AIDA stands for attention,_____desire and_______

(Choose one answer)

A. Interest, action.

B. Intensity; appeal.

C. Involvement; appeal.

D. Involvement, action.

A. Interest, action.

43. What main activity do retailers NOT provide?

(Choose one answer)

A. Offering services.

B. Holding inventory.

C. Providing assortment.

D. Keeping bulk.

D. Keeping bulk.

44. A hyperbole cognitive message strategy is a(n):

(Choose one answer)

A. Testable claim of superiority that can be supported or substantiated in some manner.

B. Untestable claim based upon some attribute or benefit.

C. Claim of superiority based on a specific product attribute intensely so that it cannot be made by a competitor.

D. Direct promotion of product attributes.

B. Untestable claim based upon some attribute or benefit.

45.__________ is the process of evaluating each consumer segment's attractiveness and selecting one or more segments according to their attractiveness for the company.

(Choose one answer)

A. Positioning.

B. Segmentation.

C. Mass marketing.

D. Targeting.

D. Targeting.

46. A cognitive message strategy:

(Choose one answer)

A. invokes feelings or emotions and matches these with the good, service, or company being advertised.

B. is the presentation of rational arguments or pieces of information to consumers.

C. is the manner in which an ad appeal is presented.

D. is designed to lead more directly to some type of consumer behavior.

B. is the presentation of rational arguments or pieces of information to consumers.

47. Please fill in with the concept you feel is more appropriate for the sentence In order to _________your communication campaign should aim to evoke a positive emotional response in consumers.

(Choose one answer)

A. Create basic awareness.

B. Change behavior.

C. Create category need.

D. Change attitude.

D. Change attitude.

48. Imagine a retailer considering a 33-percent-off sale on blenders currenty priced at $54. The retailer pays $29 per blender from the manufacturer. How much has the volume to increase for the sale to maintain profits?

(Choose one answer)

A. 24%.

B. 248%.

C. 496%.

D. 49%.

B. 248%.

49. What question does a brand portfolio tackle?

(Choose one answer)

A. How should I launch new brands?

B. How should I evaluate my next marketing campaign?

C. How should I best structure and communicate my portfolio of brands?

D. How should I use my brands to achieve top- and bottom-line growth?

C. How should I best structure and communicate my portfolio of brands?

50. What are the main aspects that Tesla took into consideration to carve out a niche as a manufacturer to demonstrate that creating electric vehicles was viable?

(Choose one answer)

A. Fully electric premium/luxury sports cars with sleek design, innovative technology and robust brand image.

B. Fully electric premium/luxury sports cars with poor design, but innovative technology and indifferent brand image.

C. Premium/luxury sports cars with sleek design, completely revolutionary technology and indifferent brand image.

D. Fully electric premium/luxury cars with poor design and technology, but a very robust brand image.

A. Fully electric premium/luxury sports cars with sleek design, innovative technology and robust brand image.