Bài Tập, Đề Thi Trắc Nghiệm Online – Môn Tiếng Anh Chuyên Ngành Marketing – Đề 06

Câu 1: In marketing, what does "brand positioning" primarily aim to achieve?

• A. To increase the brand"s market share regardless of profitability.
• B. To create a clear and distinct perception of the brand in the target audience"s mind.
• C. To make the brand appeal to the broadest possible customer base.
• D. To solely focus on outperforming competitors in advertising spend.

Câu 2: Which of the following metrics is MOST directly related to measuring the efficiency of a paid advertising campaign?

• A. Website Traffic Volume
• B. Social Media Engagement Rate
• C. Cost Per Acquisition (CPA)
• D. Brand Awareness Score

Câu 3: A company is launching a new eco-friendly cleaning product. Which marketing communication approach would be MOST effective in conveying its value proposition to environmentally conscious consumers?

• A. Highlighting the product"s sustainable ingredients and reduced environmental impact through content marketing and social media.
• B. Focusing primarily on celebrity endorsements in television commercials to build broad appeal.
• C. Offering deep discounts and promotions to attract price-sensitive customers.
• D. Using aggressive sales tactics and direct mail campaigns to push product features.

Câu 4: What is the primary difference between "inbound marketing" and "outbound marketing"?

• A. Inbound marketing is more expensive than outbound marketing.
• B. Outbound marketing focuses on digital channels, while inbound marketing relies on traditional media.
• C. Inbound marketing is used for B2B, and outbound marketing is for B2C.
• D. Inbound marketing attracts customers through valuable content, while outbound marketing pushes messages to a broad audience.

Câu 5: In the context of SEO (Search Engine Optimization), what does "off-page optimization" primarily involve?

• A. Improving website loading speed and mobile-friendliness.
• B. Building backlinks from reputable websites and enhancing online brand mentions.
• C. Optimizing website content with relevant keywords and meta descriptions.
• D. Conducting keyword research and analyzing search engine rankings.

Câu 6: Which of the following best describes the role of "marketing automation" in a company"s marketing strategy?

• A. To replace human marketers and reduce marketing department costs.
• B. To solely focus on managing social media posting schedules.
• C. To streamline repetitive marketing tasks, personalize customer journeys, and improve efficiency.
• D. To only collect customer data without using it for personalized communication.

Câu 7: A company notices a high "cart abandonment rate" on their e-commerce website. Which of the following strategies is MOST likely to directly address this issue?

• A. Increasing social media advertising spend to attract more visitors.
• B. Implementing a new loyalty program for repeat customers.
• C. Redesigning the website homepage for better visual appeal.
• D. Simplifying the checkout process, offering guest checkout, and sending reminder emails for abandoned carts.

Câu 8: What is "guerrilla marketing" known for in the realm of marketing tactics?

• A. Unconventional, surprising, and low-cost tactics to maximize impact and buzz.
• B. Large-scale, expensive campaigns using mass media channels.
• C. Focusing solely on online digital marketing strategies.
• D. Traditional and predictable marketing approaches for consistent brand messaging.

Câu 9: In market segmentation, what is the purpose of using "psychographic" variables?

• A. To divide the market based on geographical location and demographics.
• B. To understand consumers" lifestyles, values, attitudes, and personality traits.
• C. To segment the market based on product usage frequency and purchase history.
• D. To categorize consumers based on their income level and education.

Câu 10: Which of the following is the BEST example of "content marketing"?

• A. Running banner ads on popular websites.
• B. Sending promotional emails with product discounts.
• C. Creating a blog with informative articles and helpful guides related to the industry.
• D. Posting short, promotional updates on social media platforms.

Câu 11: What is the "conversion rate" in digital marketing, and why is it important?

• A. It"s the percentage of website visitors who leave the site immediately; important for SEO.
• B. It"s the percentage of visitors who complete a desired action (e.g., purchase, sign-up); important for measuring campaign effectiveness and ROI.
• C. It"s the number of social media followers gained per day; important for social media popularity.
• D. It"s the average time spent on a website; important for user engagement.

Câu 12: When conducting A/B testing for a landing page, what is the primary goal?

• A. To test different color schemes and visual designs.
• B. To evaluate the website"s loading speed and technical performance.
• C. To gather customer feedback on product features.
• D. To compare two versions of the page to identify which one performs better in achieving a specific goal (e.g., higher conversion rate).

Câu 13: What does "CRM" stand for in marketing, and what is its core function?

• A. Creative Resource Management; managing marketing team"s creative output.
• B. Campaign Result Measurement; analyzing campaign performance data.
• C. Customer Relationship Management; managing and improving interactions with customers and prospects.
• D. Cost Reduction Marketing; strategies to minimize marketing expenses.

Câu 14: A company wants to measure "brand sentiment" online. Which of the following techniques would be MOST suitable?

• A. Social listening and sentiment analysis tools to monitor online conversations and mentions.
• B. Conducting traditional focus groups with potential customers.
• C. Analyzing website traffic data using Google Analytics.
• D. Running online surveys asking customers about their brand perception.

Câu 15: What is the "marketing funnel", and how is it typically structured?

• A. It"s a linear process representing product development stages; structured as Idea, Development, Launch, Growth.
• B. It"s a visual representation of the customer journey from awareness to purchase; typically structured as Awareness, Interest, Consideration, Decision, Action (and sometimes Loyalty/Advocacy).
• C. It"s a framework for budget allocation across marketing channels; structured as Budget, Planning, Execution, Analysis.
• D. It"s a model for competitor analysis; structured as Competitor Identification, Strength Assessment, Weakness Assessment, Strategy Development.

Câu 16: Which of the following scenarios exemplifies "personalized marketing"?

• A. Broadcasting the same advertisement to all television viewers during prime time.
• B. Sending a generic email newsletter to the entire subscriber list.
• C. Displaying the same website content to every visitor.
• D. Sending a customer an email with product recommendations based on their past purchase history on the website.

Câu 17: In digital advertising, what is "retargeting" (or "remarketing")?

• A. Targeting ads based on demographic data like age and location.
• B. Displaying ads on websites that are thematically related to the advertised product.
• C. Showing ads to users who have previously interacted with a brand (e.g., visited the website, viewed a product) but did not convert.
• D. Running ads only during specific times of the day or week for better reach.

Câu 18: What is the "long tail" keyword strategy in SEO?

• A. Focusing on highly specific, longer keyword phrases that have lower search volume but higher conversion potential.
• B. Targeting broad, generic keywords with high search volume for maximum website traffic.
• C. Ignoring keywords and focusing solely on content quality and backlinks.
• D. Using only short, single-word keywords for easier ranking.

Câu 19: Which of the following is a primary benefit of using "influencer marketing"?

• A. Lower advertising costs compared to traditional media.
• B. Increased brand credibility and reach through trusted personalities.
• C. Direct control over message and content creation.
• D. Guaranteed immediate sales conversions.

Câu 20: In marketing analytics, what does "cohort analysis" help to understand?

• A. Website traffic sources and user demographics.
• B. Real-time campaign performance metrics.
• C. Behavior and trends of specific groups (cohorts) of customers over time.
• D. Overall market size and growth potential.

Câu 21: What is "viral marketing", and what is its key characteristic?

• A. Marketing that uses viruses to spread promotional messages.
• B. Highly expensive marketing campaigns with guaranteed widespread reach.
• C. Marketing that is only effective for technology products.
• D. Marketing that relies on organic, word-of-mouth spread of messages, often through shareable content.

Câu 22: A company wants to improve its "customer lifetime value" (CLTV). Which strategy would be MOST effective?

• A. Aggressively acquiring new customers through heavy discounts.
• B. Focusing on customer retention, loyalty programs, and excellent customer service to foster long-term relationships.
• C. Reducing marketing spend and focusing on cost-cutting measures.
• D. Increasing prices to maximize profit margins on each sale.

Câu 23: What is the purpose of a "marketing persona"?

• A. To create a fictional representation of the company"s CEO.
• B. To design the company"s logo and brand visual identity.
• C. To create a semi-fictional representation of the ideal customer to better understand and target them.
• D. To develop a pricing strategy for the product or service.

Câu 24: In email marketing, what does "segmentation" refer to?

• A. Dividing the email list into smaller groups based on shared characteristics to send more relevant and targeted messages.
• B. Creating separate email accounts for different marketing campaigns.
• C. Sending emails only during specific segments of the day.
• D. Reducing the length of email content to shorter segments for better readability.

Câu 25: Which of the following metrics is MOST important for measuring the success of a social media marketing campaign focused on brand awareness?

• A. Sales conversion rate directly from social media links.
• B. Reach and impressions of social media posts and brand mentions.
• C. Number of leads generated through social media forms.
• D. Customer service inquiries received via social media.

Câu 26: What is "omnichannel marketing", and how does it differ from "multichannel marketing"?

• A. Omnichannel is cheaper than multichannel marketing.
• B. Multichannel focuses on online channels only, while omnichannel includes offline channels.
• C. Omnichannel provides a seamless and integrated customer experience across all channels, while multichannel uses multiple channels independently.
• D. There is no significant difference between omnichannel and multichannel marketing; they are interchangeable terms.

Câu 27: In marketing research, what is the difference between "qualitative" and "quantitative" data?

• A. Qualitative data is numerical, while quantitative data is descriptive.
• B. Qualitative research is always more expensive than quantitative research.
• C. Quantitative data is collected through interviews, while qualitative data is collected through surveys.
• D. Qualitative data is descriptive and exploratory (e.g., interviews, focus groups), while quantitative data is numerical and measurable (e.g., surveys, statistics).

Câu 28: Which of the following is a potential ethical concern in digital marketing?

• A. Using bright colors in website design.
• B. Running social media contests to increase engagement.
• C. Collecting and using customer data without explicit consent or transparency.
• D. Creating humorous and entertaining advertisements.

Câu 29: What is "programmatic advertising" in digital marketing?

• A. Traditional advertising placed in printed magazines and newspapers.
• B. Automated buying and selling of digital advertising space in real-time using software and algorithms.
• C. Advertising that is only shown to users who have downloaded a specific mobile app.
• D. Manually negotiating advertising deals with website publishers.

Câu 30: A marketing team is analyzing website traffic and notices a high "bounce rate" on a specific landing page. What does this likely indicate, and what should they investigate?

• A. It indicates high user engagement and satisfaction; they should investigate increasing traffic to this page.
• B. It indicates a technical error on the page; they should investigate server issues.
• C. It is a normal metric and requires no investigation.
• D. It indicates that visitors are leaving the page quickly without interacting further; they should investigate page relevance to search queries/ads, content quality, design, and user experience.