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137010（）strategy describes a situation wherein a company chooses to strategically differentiate itself from the competition within a narrow or niche market.

137011When using the（）， there is a potential danger of a broad-market cost leader.

137012Cost fous means a company that reduces production costs relative to its competitors and thus can charge lower prices for its products than other companies in the target（）.

137013How can a company achieve differentiation？

137014A differentiation strategy focuses on providing a product or a service with（）attributes， in comparison with the competition， to reach a broad market.In other words， it means to set the product or service apart from similar ones.

137015What factors should be considered if a company plans to adopt cost leadership strategy？

137016（）is the strategy used by businesses to create a low cost of operation within their niche.The use of this strategy is primarily to gain an advantage over competitors by reducing operation costs below that of others in the same industry.

137017Which of the following statement is true about competitive strategy？

137018A competitive strategy may be defined as a long-term plan of action that a company devises towards achieving a（）over its competitors after examining the strengths and weaknesses of the latter and comparing them to its own.

137019If a company wants to use the five forces model to analyze the threat of new entry， which of the following factors should be considered？

137020A low threat of new entrance can both make an industry（）competitive and（）profitable for existing competitors.

137021According to Michael Porter， what are the two main factors which can lead to a significant competitive advantage？

137022When suppliers are limited or inputs are scarce， which of Porter's Five Forces are at play？

137023When buyers are able to join together to put pressure on a supplier， this is which of Porter's Five Forces？

137024Supplier power is（）if the buyer is not price sensitive and uneducated regarding the product.If the supplier’s product is highly differentiated， then supplier bargaining power is（）.

137025A highly competitive market has the following features EXCEPT（）.

137026An industry with high barriers to enter， having many buyers and suppliers but few substitute products and competitors， will be seen as not so competitive and thus， very attractive due to its（）.

137027If a brand has a large number of suppliers and sufficient storage of raw materials，（）should not be set as the priority in determining its marketing strategy.

137028Which of the following is true concerning the purpose of the five forces model？

137029In the example of Coca-Cola， two question marks， Minute maid and Diet coke， have the possibility of turning into stars， if the company would take risk in（）them considerably.

137030BCG Matrix is one of the most popular corporate（）tools and is critical to the growth and success of the company.

137031Products in Question Marks have the potential to grow and if investment is made properly， it could easily turn them into（）.

137032The products in the quadrant of（）are also known as problem child， which needs to be managed and operated properly for the benefits of the company， because they have the potential to grow more with the low market share but high market growth rate.

137033Due to the fact that products in dogs do not offer significant financial gain to the company， instead they consume cash investment， they are recognized as（）.

137034Product lines are named dogs essentially in light of the fact that they by and large have various focused shortcomings， and their level of benefit is generally minor when contrasted with（）.

137035The large profits earned from cash cows are used for（）on management to strengthen the future prospects.

137036Cash cow product lines earn a lot in terms of sales， and the revenue earned mostly is spent on other operational features of the company or invested in other product category， because of（）.

137037In the example of KFC， what makes KFC China a STAR in those four profit centers？

137038Two dimensions in the BCG Matrix reveal likely（）of the business portfolio in terms of cash needed to support that unit and cash generated by it.

137039A call to action is an instruction to the audience to（）.

137040Which is of the following is false about testimonials？

137041Which of the following is NOT a way to stimulate customer desire for a product？

137042Marketing activities at the desire stage aim to（）.

137043Helping consumers develop interest is about（）.

137044Which of the following is NOT what marketers at the attention stage should focus on？

137045（）is the first step in the AIDA buyer’s journey.

137046Applying the AIDA model in the planning of marketing activities is about（）.

137047To maintain customer interest， marketing messages need to（）.

137048According to the AIDA model，（）.

137049Which of the following is correct about distributors？

137050A company provides its product to customers with and without intermediaries.This kind of distribution channel is called（）.

137051Which of the following is NOT included in a promotional mix？

137052In the pricing process， in order to understand environmental factors， a company needs to（）.

137053During the process of developing a marketing mix， marketers need to test the overall offer after drafting it by（）.

137054A unique selling proposition is a feature of a product that（）.

137055Promotional activities that aim to differentiate product would focus on（）.

137056To build up sales and market share， a company may use（）.

137057To differentiate a product in the market， a company needs to（）.

137058The 4Ps model is a flexible concept， so when planning marketing activities， marketers can（）.

137059If a company positions a product by use or application， the company would（）in its marketing activities.

137060The goal of positioning is to create a clear and positive image about（）.

137061Positioning is about how a company wants its product to be（）by the target market against main competitors.

137062In order to select target markets， a company needs to（）.

137063（）is the second step in the S-T-P process.

137064With（）， marketers may have a greater understanding of the marketplace as they gain knowledge of differing consumer needs within the same market.

137065A company usually divides a market into small groups of consumers based on（）.

137066Which of the following approach belongs to market segmentation？

137067Which statement is NOT true about the benefits of the S-T-P process？

137068Which of the following is NOT the goal of the S-T-P process？

137069Which of the following is advantage of 360-degree performance appraisal？

137070（）appraisal is a type of performance evaluation that is done by one or more people of matching competencies.It is usually done among the members of the same team.This is a method employed to preserve the quality standard at a desired level.

137071The subordinate appraisal is an evaluation tool whereby employees assess the performance of（）.

137072（）forms the traditional part of the 360 degree appraisal where the employees’ responsibilities and actual performance is rated by the immediate higher level supervisor.

137073（）is an important part of the Performance appraisal process where the employees themselves give the feedback or their views and points regarding their performance.

137074Which is the most important component in 360-degree performance appraisal？

137075Which of the following method is often used in 360-degree performance appraisal？

137076（）is the process of using multiple sources of appraisal to gain a comprehensive perspective on one’s performance.

137077Which statement is true about 360-degree performance appraisal？

137078Which of the following is the purpose of 360-degree performance appraisal？

137079Esteem needs， displayed at the（）layer in Maslow's hierarchy， are the need for appreciation and respect.

137080One employee becomes depressed and lonely， and feels isolated from group activities and social events.According to Maslow， which category of needs has not been fulfilled？

137081Which of the following is NOT the satisfaction of self-actualization needs in terms of management？

137082Which of the following statements is true in Maslow’s motivation theory.

137083What should a company do if it wants to motivate employees by meeting their esteem needs？

137084Which of the following can possibly satisfy the needs of safety， according to Maslow’s theory？

137085The order of Maslow’s Hierarchy of Needs， from bottom to top is：（）.

137086“Catherine is well recognized by her peers for being creative and has recently promoted to a higher position， and she feels satisfied with her responsibility and role.” This example shows that Catherine has well fulfilled her（）needs.

137087When all of the physiological needs are met， people tend to become concerned with（）.

137088According to Maslow’s theory， the needs of（）are the most basic needs of human being.

137089（）could be a threat for Simon， who has worked in the company for 30 years after graduating from high school.

137090Which of the following could be a threat for a business？

137091A new vocational training project can be considered as a/an（）for an employee.

137092Which of the following could be an opportunity for a business？

137093Which of the following is true about weaknesses？

137094Which of the following could be a weakness for a business？

137095Which of the following should be asked when you try to identify the strengths of your company？

137096Which of the following could be a strength for a business？

137097Which of the following SWOT elements are internal factors for a business？

137098Who usually conducts a SWOT Analysis for a business？

137099How many subject areas are included in this course？

137100Who are suitable to take the course？

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