RIZAL TECHNOLOGICAL UNIVERSITY

MID-TERM & FINAL EXAMINATION for

MASTER IN BUSINES ADMINISTRATION (MBA)
BA228 Advanced Marketing Management

GENERAL INSTRUCTION :
You have 120 minutes (2 hours) to complete this exam. Each of the 32 questions should be answered IN YOUR
OWN WORDS AND HANDWRITING in a bond paper(s) or yellow paper(s). Write both the number of the
question and your student number on the front of each bond paper. Note that consistent with the Graduate
School exam taking rules, all cell phones must be turned off during the exam and all laptop computers must
have their network communications disabled during the exam. The proctor will monitor wireless network
during the exam to ensure that students abide by this rule. NOTE (1): EXAMS MUST BE TURNED IN WITH
BOND PAPER(S) or YELLOW PAAPER(S). (2) PLAGARISM IS HIGHLY PROHIBITED. (3) REFER TO
THE LITERATURE* IN YOUR ANSWER, AND USE CONCRETE EXAMPLES TO SUPPORT YOUR
ANSWER.
QUESTIONS
1) Compare and contrast vision statements with mission statements in terms of composition and importance.
Refer to the literature* in your answer, and use concrete examples to support your answer.
2) Distinguish between market demand and company demand. Refer to the literature* in your answer, and use
concrete examples to support your answer.
3) What determines the appropriate marketing management philosophy for a firm? Refer to the literature* in
your answer, and use concrete examples to support your answer.
4) Describe the various forecasting techniques? Refer to the literature* in your answer, and use concrete
examples to support your answer.
5) Suppose you are an industrial salesman. How would the type of buying situation affect your selling
strategies? Explain. Refer to the literature* in your answer, and use concrete examples to support your answer.
6) Why is there a need to analyze markets? Explain. Refer to the literature* in your answer, and use concrete
examples to support your answer.
7) Suggest a framework for analyzing markets. Refer to the literature* in your answer, and use concrete
examples to support your answer.
8) Explain the concepts of a strategic company plan and a strategic marketing plan? Refer to the literature* in
your answer, and use concrete examples to support your answer.
9) Explain the role of the marketing manager in strategic planning? Refer to the literature* in your answer, and
use concrete examples to support your answer.
10) If you are interested in pursuing a career in marketing, what type of organization would you prefer to join?
What position do you consider more challenging that of a product manager, a marketing vice-president or a
sales manager? Why? Refer to the literature* in your answer, and use concrete examples to support your
answer.
11)What is the difference between a skimming price strategy and a penetration pricing strategy? Under which
circumstances is each most likely to be used? Refer to the literature* in your answer, and use concrete
examples to support your answer.
12. Why is competitive pricing risky for marketers? Refer to the literature* in your answer, and use concrete
examples to support your answer.
13. Although cannibalization generally forces price cuts, in what ways can it actually benefits a firm? Refer to
the literature* in your answer, and use concrete examples to support your answer.
14. How does each of the following factors affect the decision to emphasize personal selling or non-personal
advertising and sales promotion? Refer to the literature* in your answer, and use concrete examples to support
your answer..* a. Geographic market concentration b.Length of marketing channels c. Degree of product
technical complexity
15. What is team selling? Describe a situation in which you think it would be effective? Refer to the literature*
in your answer, and use concrete examples to support your answer.
16. Identify and define the two broad categories of advertising? Give an example of when each one might be
used. Refer to the literature* in your answer, and use concrete examples to support your answer.
17. What is the role of an advertising agency? Refer to the literature* in your answer, and use concrete
examples to support your answer.
18. How can firms use marketing public relation (MPR) to their advantage? Refer to the literature* in your
answer, and use concrete examples to support your answer.
19. What is the role of integrated marketing communication (IMC) in a firms overall marketing strategy?
When executed well, what are its benefits? Refer to the literature* in your answer, and use concrete examples
to support your answer.
20. How does the nature of the market for a firms goods or services, indicate which direct marketing channel or
channels you think would be best: a. Vacation time share b.Denim jacket c. Custom-made bracelet d.Lawn care
service e. Magazine subscription . Refer to the literature* in your answer, and use concrete examples to support
your answer.
21. What is the difference between a pushing strategy and pulling strategy? Refer to the literature* in your
answer, and use concrete examples to support your answer.
22. Differentiate between direct selling and direct-response retaining? Refer to the literature* in your answer,
and use concrete examples to support your answer.
23. In what ways has the internet changed direct- response retailing? Refer to the literature* in your answer,
and use concrete examples to support your answer.
24. What is the cohort effect? What event-or eventsdo you consider significant enough to have influenced
and bound together your generation? Refer to the literature* in your answer, and use concrete examples to
support your answer.
25. Contrast qualitative and quantitative sales forecasting methods. Refer to the literature* in your answer, and
use concrete examples to support your answer.
26. General Mills and several other major food makers have begun producing organic foods. But they have
deliberately kept their brand names off the packaging of these new products, thinking that the kind of customer
who goes out of his or her way to buy organic products is unlikely to trust multinational brands. Other
companies, however, such Heinz, PepsiCo, and Tyson Foods, are betting that their brand names will prove to be
persuasive in the $ billion organic food market. Which strategy do you think is more likely to be successful?
Why? Refer to the literature* in your answer, and use concrete examples to support your answer.
27. What steps do marketers take to make the introductory stage of the product lifecycle successful enough to
reach the growth stage? What are some of the challenges they face? Refer to the literature* in your answer, and
use concrete examples to support your answer.
28. Identify components of the marketing mix. Refer to the literature* in your answer, and use concrete
examples to support your answer.
29. Demonstrate an understanding of the social/cultural; legal, political, and regulatory; economic;
technological; and competitive environments on marketing products and services in a global society. Refer to
the literature* in your answer, and use concrete examples to support your answer.
30. Explain how consumers purchase and evaluate services. Refer to the literature* in your answer, and use
concrete examples to support your answer.
31. Compare and contrast a companys micro environment with a companys macro environment. Refer to the
literature* in your answer, and use concrete examples to support your answer.
32. Explain how changes in demographic and economic environments affect marketing decisions .Refer to the
literature* in your answer, and use concrete examples to support your answer.
GOOD LUCK!
____
* i.e. The body of written work produced by scholars or researchers in a given field.

1. Why do entrepreneurs look forward to the day when they can take their company public?
Keep a good attitude and do the right thing even when it's hard. When you do that you are passing the test.
-Joel Osteen Quote
 Proposed Guideline MBA Major Examination
Subject for APPROVAL

Examiner
For those examiner/s of the final exams for the masteral programs, please evaluate the answer of each
examinee using the scale below:
Outstanding (96 and above)
Pass (80 -95) Demonstrates, satisfactory knowledge of content of subject matter: proficient in
communicating desired answers
Fail (Below 80)-Fails to demonstrate and communicate knowledge of content of subject matter

Rubrics for Evaluating an Essay

Focus, Unity and Coherence (50 pts.)
The writer uses an interesting statement to capture the readers immediate attention.
The topic sentence is rich, clear and evident. The first sentence and last sentence are positions of
emphasis.
All sentences support the topics-sentence or thesis statement and help to accomplish the writers
purpose.
The sentences flow logically, each sentence connected all other sentences in a paragraph.
Organization of each paragraph follows some logical order using clear and appropriate transitions.
Supporting information is relevant to the topic sentence or thesis statement.
Unfamiliar or unusual terms are defined the first time they are introduced.
Has a clear sense of closure.
Tone and Style (25 pts)
Points of view are consistent
Arguments are fair
Feelings are expressed appropriately
Opinions are well considered
The level of formality is appropriate
Proper use of coordinating and subordinating conjunctions
Use transitional words to connect sentences and paragraphs
Word choices reflect writers meaning precisely
Sentences vary in length.
Choice of words is accurate, effective and appropriate
Figurative languages are used effectively
Grammar (25 pts.)
Formal and correct usage of English
Subjects and verbs agree
Verbs forms and time expressions agree
Pronouns and antecedents agree
Use of correct form of modifier
Comparisons are used correctly; No dangling modifier
 MASTER OF BUSINESS ADMINISTRATION

Name of Candidate:____________________________________________ Degree Objective: ________________

Title of the Subject: ____________________________________________ Examinee Code: __________________
Date: ___________________________

CRITERIA IN EVALUATING A WRITTEN MBA - COMPREHENSIVE EXAM

Please check right column according to your evaluation.

I. CRITERIA RATINGS*
Excellent Very Good Above Average Average Passing Failing
Evidence of Scholarship
1.00 1.25 1.50 1.75 2.00 5.00
( 97-100 ) ( 92-96 ) ( 89-91 ) ( 86-88 ) ( 85 ) ( Below 85 )
A. Sources and use of information, Focus, Unity and Coherence (50%)
Documented all research information
The writer uses an interesting statement to capture the readers immediate attention
The topic sentence is rich, clear and evident. The 1st sentence and last sentence
are positions of emphasis
Adequacy of sourced information qualify as research, not personal essay
The sentences flow logically, each sentence or thesis statement and help to
accomplish the writers purpose.
Work cited integrated into text.
Citations blended with students own ideas in paraphrased form or use of direct
quotation.
Sources and citation match.
The sentences flow logically; each sentence connected all other sentences in a
paragraph.
Organization of each paragraph follows, some logical order using clear and
appropriate transitions.
Supporting information is relevant to the topic sentence or thesis statement.
Unfamiliar or unusual terms are defined the first time they are introduced.
Has a clear sense of closure.
Average rating for A: _________
B. Content and Organization, Tone and Style (25%)
Clear problem conceptualization/justification
Content has depth and quality
Use of varied sentences, of appropriate jargon of the discipline, creativity, and
coherence.
Body organization follows and supports the thesis
Use paragraph transition
There is validity of conclusion relevance of recommendation
Point of view are consistent
Arguments are fair
Feelings are expressed appropriately
Opinions are well considered
The level of formality is appropriate
Proper use of coordinating and subordinating conjunctions
Use transitional words to connect sentences and paragraphs
Word choices reflect writers meaning precisely
Sentences vary in length
Choice of words is accurate, effective and appropriate
Figurative languages are used effectively
Average rating for B: ________
C. Mechanics/Format, Grammar (25%)
Presence of page/pagination
With adequate margins
Correct capitalization, spelling, punctuation
Correct usage, grammar and agreement
Written formal style (consistency of third and first person)
Formal and correct usage of English
Subjects and verbs agree
Pronouns and antecedents agree
Use of correct form of modifier
Comparisons are used correctly; No dangling modifiers
Average rating for C: ________
*Academic Calendar, SY2012-2013
Average for A + B + C = _______
Descriptive rating: Excellent Exceptional quality with very minor flaws, if any
Superior - Good quality with perceptible flaws though not

II . Additional comments on candidates performance

 Passed

Failed
CRITERIA
Satisfactory Highly Satisfactory Outstanding
1. The major problem is clearly defined
2. Relevance of objectives to major issue.
3. Significant issues are properly identified and given emphasis.
4. Alternative courses of action are clearly stated examined as to its strengths and weaknesses. All possible
implications, whether quantitative or qualitative are clearly defined, indicated or presented
5. Needed realistic and acceptable assumptions are drawn, in order to insure a strong alternative solution
6. The decision is addressed to the problem and the consequences are carefully examined.

Overall Ratings : ________

Dr. Edgar M. Moreno,Sr.

Name of Corrector / Examiner

Examinee:

1. Tips on interpreting essay and exam questions:

Focus on the issues that are relevant and central
Read questions carefully and take account of all the words
Produce a balanced critique in your outline structures
Screen for the key words that will shape your response
Focus on different shades of meaning between critique,evaluate,discussed and compare and
contrast.

2. Go into exam room, or address the course work essay well prepared, but be flexible enough to structure you
learned material around the slant of the question.

3. Do not leave the examiner feeling like the person who interviews a politician and goes away with the
impression that the important issues have been sidestepped.

4. Be ready to resist the wealth of fascinating material at your disposal that is not directly relevant to question.

5. You can miss the question if you restrict yourself to looking for a set form of words and if you do not read
over all the words carefully.

6. If you read over the question several times you should be aware of all the key words and will begin to sense
the connections between the ideas, and will envisage the possible directions you should take in your
response.

7. To achieve a good response to an exam or essay question, aim to integrate all the individual issues
presented in a manner that gives shape and direction to your efforts.

8. Give yourself plenty of practice at thinking of questions in this kind of way-both with topics on and not on
your course. Topics not on your course that really interest you may be a helpful way tobreak you in to this
critical way of thinking.

9. Trust God and Yourself !

 RIZAL TECHNOLOGICAL UNIVERSITY

MID-TERM & FINAL EXAMINATION for

MASTER IN BUSINES ADMINISTRATION (MBA)
BA206 Advanced Economic Analysis

General instruction: You have 120 minutes (2 hours) to complete this exam. Each of the 36
questions should be answered in a separate bond paper or yellow paper. Write both the number of
the question and your student number on the front of each blue book/bond paper. Points will be
subtracted for irrelevant or outrageously " incorrect material. Note that consistent with the Graduate
School comprehensive exam taking rules, all cell phones must be turned off during the exam and all
laptop computers must have their network communications disabled during the exam. The GS proctor
will monitor wireless network during the exam to ensure that students abide by this rule. EXAMS
MUST BE TURNED IN WITH BOND PAPERS OR YELLOW PAPERS.
Questions:
1. Define terminology associated with economic environments in business (e.g., deficit, surplus, debt,
market economy). Refer to the literature* in your answer, and use concrete examples to support
your answer.
2. Demonstrate an appreciation for basic economics issues, such as limitations of resources and the
global impact of economic issues on business. Refer to the literature* in your answer, and use
concrete examples to support your answer.
3. Identify factors responsible for economic growth and the policies that impact long-run growth.
Refer to the literature* in your answer, and use concrete examples to support your answer.
4. How have wars affected our economy? Use specific examples. Refer to the literature* in your
answer, and use concrete examples to support your answer.
5. Inflation has been a persistent problem for most of the 20th century. What were some of its
consequences? Refer to the literature* in your answer, and use concrete examples to support your
answer.
6. If you were in position to run our economy, what steps would you make to raise our rate of
economic growth? Refer to the literature* in your answer, and use concrete examples to support
your answer.
7. Under the circumstances can we operate outside our production possibilities curve? Refer to the
literature* in your answer, and use concrete examples to support your answer.
8. Give an example of an opportunity cost for an individual and a nation. Refer to the literature* in
your answer, and use concrete examples to support your answer.
9. Would it be harder for a nation to attain full employment or full production? Explain. Refer to the
literature* in your answer, and use concrete examples to support your answer.
10. Discuss the three concepts upon which the law of increasing costs is based. Refer to the
literature* in your answer, and use concrete examples to support your answer.
11. a. If market price is above equilibrium price, explain what happens and why.
b. If market price is below equilibrium price, explain what happens and why? Refer to the literature*
in your answer, and use concrete examples to support your answer.
12. Explain the concepts of equilibrium . Refer to the literature* in your answer, and use concrete
examples to support your answer.
13. What is demand? What are the two ways to depict a demand schedule? Refer to the literature*
in your answer, and use concrete examples to support your answer.
14. The circular flow model is a simplified version of our economy. Describe how this model works.
Refer to the literature* in your answer, and use concrete examples to support your answer.
15. What are the three basic economic questions that all economies must answer? Describe the
differences in the ways capitalism and socialism answer these questions. Refer to the literature* in
your answer, and use concrete examples to support your answer.
 16. What was Adam Smiths invisible hand, and what economic function did it serve? Refer to the
literature* in your answer, and use concrete examples to support your answer.
17. What are the two basic classes of market failure? What would be an example of each? Refer to
the literature* in your answer, and use concrete examples to support your answer.
18. Explain the relationship between consumption and saving. Cite examples.*
19. What are the advantages and disadvantages of the corporation as a form of business
organization? Refer to the literature* in your answer, and use concrete examples to support your
answer.
20. Explain why building up capital takes a great deal of sacrifice. Refer to the literature* in your
answer, and use concrete examples to support your answer.
21. When you retire, will you be able to collect security benefits? Give the reasons why you might not
be able to collect. Refer to the literature* in your answer, and use concrete examples to support your
answer.
22. Discuss the pros and cons of having a high cigarettes excise tax. Refer to the literature* in your
answer, and use concrete examples to support your answer.
23. Which has been increasing faster, GDP or real GDP? Explain your answer. Refer to the
literature* in your answer, and use concrete examples to support your answer.
24. Why is a high rate of inflation bad for the economy? Refer to the literature* in your answer, and
use concrete examples to support your answer.
25. When the price level increases, the quantity of goods and services declines. Why does this
happen? Refer to the literature* in your answer, and use concrete examples to support your answer.
26. Describe the differences between an inflationary gap and a deflationary gap. Refer to the
literature* in your answer, and use concrete examples to support your answer.
27. Describe the conditions that were necessary for modern banking to be born. Refer to the
literature* in your answer, and use concrete examples to support your answer.
28. What are open market operations? How are they conducted to fight inflation and recession? Refer
to the literature* in your answer, and use concrete examples to support your answer.
29. According to John Maynard Keynes, what was the basic problem during recessions, and what
was its solution? Refer to the literature* in your answer, and use concrete examples to support your
answer.
30. Is velocity stable in a short run? Where does the evidence point? Refer to the literature* in your
answer, and use concrete examples to support your answer.
31. Why is our countrys productivity increasing so slowly? Refer to the literature* in your answer,
and use concrete examples to support your answer.
32. Discuss the basic determinants of income distribution. Refer to the literature* in your answer, and
use concrete examples to support your answer.
33. What is wrong with having tariffs and quotas? Which is the lesser of two evils, and whys? Refer to
the literature* in your answer, and use concrete examples to support your answer.
34. What is the gold standard? How does it work? Refer to the literature* in your answer, and use
concrete examples to support your answer.
35. Why does the dollar fluctuate with other currencies? Refer to the literature* in your answer, and
use concrete examples to support your answer.
36. Will foreigner soon own Philippines. Refer to the literature* in your answer, and use concrete
examples to support your answer.
GOOD LUCK!
____
* i.e. The body of written work produced by scholars or researchers in a given field.

Keep a good attitude and do the right thing even when it's hard. When you do that you are passing the test.
-Joel Osteen Quote
 Proposed Guideline MBA Major Examination
Subject for APPROVAL

Examiner
For those examiner/s of the final exams for the masteral programs, please evaluate the answer of each
examinee using the scale below:
Outstanding (96 and above)
Pass (80 -95) Demonstrates, satisfactory knowledge of content of subject matter: proficient in
communicating desired answers
Fail (Below 80)-Fails to demonstrate and communicate knowledge of content of subject matter

Rubrics for Evaluating an Essay

Focus, Unity and Coherence (50 pts.)
The writer uses an interesting statement to capture the readers immediate attention.
The topic sentence is rich, clear and evident. The first sentence and last sentence are positions of
emphasis.
All sentences support the topics-sentence or thesis statement and help to accomplish the writers
purpose.
The sentences flow logically, each sentence connected all other sentences in a paragraph.
Organization of each paragraph follows some logical order using clear and appropriate transitions.
Supporting information is relevant to the topic sentence or thesis statement.
Unfamiliar or unusual terms are defined the first time they are introduced.
Has a clear sense of closure.
Tone and Style (25 pts)
Points of view are consistent
Arguments are fair
Feelings are expressed appropriately
Opinions are well considered
The level of formality is appropriate
Proper use of coordinating and subordinating conjunctions
Use transitional words to connect sentences and paragraphs
Word choices reflect writers meaning precisely
Sentences vary in length.
Choice of words is accurate, effective and appropriate
Figurative languages are used effectively
Grammar (25 pts.)
Formal and correct usage of English
Subjects and verbs agree
Verbs forms and time expressions agree
Pronouns and antecedents agree
Use of correct form of modifier
Comparisons are used correctly; No dangling modifier
 MASTER OF BUSINESS ADMINISTRATION

Name of Candidate:____________________________________________ Degree Objective: ________________

Title of the Subject: ____________________________________________ Examinee Code: __________________
Date: ___________________________

CRITERIA IN EVALUATING A WRITTEN MBA - COMPREHENSIVE EXAM

Please check right column according to your evaluation.

I. CRITERIA RATINGS*
Excellent Very Good Above Average Average Passing Failing
Evidence of Scholarship
1.00 1.25 1.50 1.75 2.00 5.00
( 97-100 ) ( 92-96 ) ( 89-91 ) ( 86-88 ) ( 85 ) ( Below 85 )
B. Sources and use of information, Focus, Unity and Coherence (50%)
Documented all research information
The writer uses an interesting statement to capture the readers immediate attention
The topic sentence is rich, clear and evident. The 1st sentence and last sentence
are positions of emphasis
Adequacy of sourced information qualify as research, not personal essay
The sentences flow logically, each sentence or thesis statement and help to
accomplish the writers purpose.
Work cited integrated into text.
Citations blended with students own ideas in paraphrased form or use of direct
quotation.
Sources and citation match.
The sentences flow logically; each sentence connected all other sentences in a
paragraph.
Organization of each paragraph follows, some logical order using clear and
appropriate transitions.
Supporting information is relevant to the topic sentence or thesis statement.
Unfamiliar or unusual terms are defined the first time they are introduced.
Has a clear sense of closure.
Average rating for A: _________
B. Content and Organization, Tone and Style (25%)
Clear problem conceptualization/justification
Content has depth and quality
Use of varied sentences, of appropriate jargon of the discipline, creativity, and
coherence.
Body organization follows and supports the thesis
Use paragraph transition
There is validity of conclusion relevance of recommendation
Point of view are consistent
Arguments are fair
Feelings are expressed appropriately
Opinions are well considered
The level of formality is appropriate
Proper use of coordinating and subordinating conjunctions
Use transitional words to connect sentences and paragraphs
Word choices reflect writers meaning precisely
Sentences vary in length
Choice of words is accurate, effective and appropriate
Figurative languages are used effectively
Average rating for B: ________
D. Mechanics/Format, Grammar (25%)
Presence of page/pagination
With adequate margins
Correct capitalization, spelling, punctuation
Correct usage, grammar and agreement
Written formal style (consistency of third and first person)
Formal and correct usage of English
Subjects and verbs agree
Pronouns and antecedents agree
Use of correct form of modifier
Comparisons are used correctly; No dangling modifiers
Average rating for C: ________
*Academic Calendar, SY2012-2013
Average for A + B + C = _______
Descriptive rating: Excellent Exceptional quality with very minor flaws, if any
Superior - Good quality with perceptible flaws though not
II . Additional comments on candidates performance
Passed

Failed
CRITERIA
Satisfactory Highly Satisfactory Outstanding
7. The major problem is clearly defined
8. Relevance of objectives to major issue.
9. Significant issues are properly identified and given emphasis.
10. Alternative courses of action are clearly stated examined as to its strengths ad weaknesses. All possible
implications, whether quantitative or qualitative are clearly defined, indicated or presented
11. Needed realistic and acceptable assumptions are drawn, in order to insure a strong alternative solution
12. The decision is addressed to the problem and the consequences are carefully examined.

Overall Ratings : ________

Dr. Edgar M. Moreno,Sr.

Name of Corrector / Examiner

Examinee:

1. Tips on interpreting essay and exam questions:

Focus on the issues that are relevant and central
Read questions carefully and take account of all the words
Produce a balanced critique in your outline structures
Screen for the key words that will shape your response
Focus on different shades of meaning between critique,evaluate,discussed and compare and
contrast.

2. Go into exam room, or address the course work essay well prepared, but be flexible enough to structure you
learned material around the slant of the question.

3. Do not leave the examiner feeling like the person who interviews a politician and goes away with the
impression that the important issues have been sidestepped.

4. Be ready to resist the wealth of fascinating material at your disposal that is not directly relevant to question.

5. You can miss the question if you restrict yourself to looking for a set form of words and if you do not read
over all the words carefully.

6. If you read over the question several times you should be aware of all the key words and will begin to sense
the connections between the ideas, and will envisage the possible directions you should take in your
response.

7. To achieve a good response to an exam or essay question, aim to integrate all the individual issues
presented in a manner that gives shape and direction to your efforts.

8. Give yourself plenty of practice at thinking of questions in this kind of way-both with topics on and not on
your course. Topics not on your course that really interest you may be a helpful way tobreak you in to this
critical way of thinking.

9. Trust God and Yourself !