ABE INTERNATIONAL COLLEGE OF BUSINESS AND ECONONOMICS

K of C Bldg. #578 Burgos Ave., Cabanatuan City

1st Quarter Examination 2017-18

Senior High School
Principles of Marketing PRIM 121

Multiple Choice
Instruction: Encircle the letter of the correct answer.

1. Marketing management is ________.

A. managing the marketing process
B. monitoring the profitability of the company’s products and services
C. the art and science of choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer value
D. developing marketing strategies to move the company forward

2. Marketers often use the term ________ to cover various groupings of customers.
A. people
B. buying power
C. demographic segment
D. market

3. The ________ concept holds that consumers and businesses, if left alone, will ordinarily not buy
enough of the organization’s products.
A. production
B. selling
C. marketing
D. holistic marketing

4. Which of the following would be the best illustration of a subculture?

A. A religion.
B. A group of close friends.
C. Your university.
D. Your occupation.

5. The buying process starts when the buyer recognizes a _________.

A. Product
B. an advertisement for the product
C. a salesperson from a previous visit
D. problem or need

6. Bread and milk are which kind of products?

A. Specialty Products
B. Convenience products
C. Shopping products
D. Unsought products

7. Parents buy toys for their children act as _______________ in the buying process.
A. Decider
B. Buyer
C. Maintainer
D. All of the above

8. Adding new features to a product is advocated by which of the approaches?

A. Product Approach
B. Production Approach
C. Marketing Approach
D. Selling Approach

9. One of the key tasks of marketers is ____________ and to create consumer perceptions that the
product is worth purchasing.
A. To make products easily visible and available
B. To promote sales of products
 C. To differentiate their products from those of competitors
D. To do marketing surveys

10. Which of the following is NOT considered a type of reseller?

A. wholesaler
B. retailer
C. manufacturer
D. distributor

11. The promotion “P” of marketing is also known as ________.

A. Customer satisfaction
B. Distribution
C. Costing
D. Marketing Communication

12. The act of trading a desired product or service to receive something of value in return is known as
which key concept in marketing?
A. product
B. exchange
C. production
D. customer

13. Anything that can be offered to a market for attention, acquisition, use, or consumption that might
satisfy a want or need is called a(n):
A. idea
B. demand
C. product
D. service

14. Mr. Lopez buys goods and services for use in the production of products that are sold and supplied to
others. Mr. Lopez is involved in ________.
A. consumer buying behavior
B. post-purchase dissonance
C. retail buyer behavior
D. business buyer behavior

15. A social and managerial process by which individuals and organizations obtain what they need and
want through value creation refers to which one of the following concepts?
A. Selling
B. Advertising
C. Barter
D. Marketing

16. What is the basic property of a service which makes it different from a product.
Shape
Size
Very expensive
Intangibility

17. The task of any business is to deliver ________ at a profit.

A. customer needs
B. customer wants
C. products and services
D. improved warranty

18. The solution to price competition is to develop a differentiated:

A. product, price, and promotion.
B. offer, delivery, and image.
C. package and label.
D. international Web site.

19. Creating __________________ is at the very heart of modern marketing thinking

and practice.
A. profit maximization
 B. increased stock value
C. award winning products
D. customer value and satisfaction

20. The twofold goal of marketing is to attract new customers by promising superior
value and:
A. win advertising and industry awards for excellence.
B. to keep and grow current customers by delivering satisfaction.
C. enhance shareholder value.
D. pay as few taxes as possible.

21. The most basic concept underlying marketing is that of:

A. exchanges
B. human needs
C. barter
D. transactions

22. Basic needs, such as those for food, clothing, and safety, refer to:
A. physical needs
B. social needs
C. individual needs
D. physical wants

23. A _______________ is any activity or benefit offered for sale that is essentially intangible and does
not result in the ownership of anything.
A. demand
B. basic staple
C. product
D. service

24. Marketing occurs when people decide to satisfy needs and wants through ________.
A. selling
B. exchange
C. transaction
D. relationships

25. ________ is defined as a social and managerial process by which individuals and organizations obtain
what they need and want through value creation and exchange.
A. Selling
B. Advertising
C. Bartering
D. Marketing

26. ________ are human needs as shaped by individual personality and culture.
A. Needs
B. Wants
C. Demands
D. Values

27. When backed by buying power, wants become ________.

A. social needs
B. demands
C. physical needs
D. self-esteem needs

28. A(n) ________ is the set of actual and potential buyers of a product.
A. market
B. audience
C. group
D. segment

29. The art and science of choosing target markets and building profitable relationships with them is
called ________.
A. marketing management
 B. positioning
C. segmentation
D. selling

30. The product concept says that a company should do which of the following?
A. improve marketing of its best products
B. market only those products with high customer appeal
C. focus on the target market and make products that meet those customers' demands
D. focus on making continuous product improvements

31. When customers don't know what they want or don't even know what's possible, the most effective
strategy is ________ marketing.
A. product-driven
B. customer-driving
C. societal
D. production

32. Of the following, which is the most important concept of modern marketing?
A. customer relationship management
B. societal marketing
C. consumer-generated marketing
D. properly trained salespeople

33. The final step in the marketing process is ________.

A. capturing value from customers
B. creating customer loyalty
C. creating customer lifetime value
D. understanding the marketplace

34. The ultimate aim of customer relationship management is to produce ________.

A. customer equity
B. market share
C. sales volume
D. a reliable database

35. Which of the following is currently the fastest-growing form of marketing?

A. consumer-generated marketing
B. online marketing
C. mass media marketing
D. word-of-mouth marketing

36. Railroads were once operated based on the thinking that users wanted trains rather than
transportation, overlooking the challenge of other modes of transportation. This reflects the ________
concept.
A. product
B. production
C. selling
D. marketing

37. Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they
contribute to a national obesity epidemic and environmental problems. These fast-food restaurants
overlook the ________ philosophy.
A. marketing concept
B. product concept
C. production concept
D. societal marketing concept

39. LBC offers its customers fast and reliable package delivery. When LBC customers weigh these benefits
against the monetary cost of using LBC along with any other costs of using the service, they are acting
upon ________.
A. loyalty
B. relationship marketing
C. customer-perceived value
D. social relationships
40. ______________ is the general term for a buying and selling process that is supported by electronic
means.
A. Internet commerce
B. Web commerce
C. Computer commerce
D. Electronic commerce

41. It answers the questions who, what, when, where, why, and which when setting a goal or objective.
A. Specific
B. Measurable
C. Realistic
D. Attainable

42. This focuses on how important a goal is to you and what you can do to make it attainable and may
require developing new skills and changing attitudes.
A. Specific
B. Measurable
C. Realistic
D. Attainable

43. Providing a target date for deliverables is imperative. Ask specific questions about the goal deadline
and what can be accomplished within that time period.
A. Specific
B. Measurable
C. Realistic
D. Time Bound

44. Oldest form of traditional marketing. Defined as advertising in paper form.

A. Broadcast
B. Print
C. Direct Mail
D. Tele Marketing

45. Uses printed material like Post cards, brochures, letters, catalogs and fliers sent through a postal mail.
A. Broadcast
B. Print
C. Direct Mail
D. Tele Marketing

Essay: 5 points
1. Enumerate and briefly discuss the Marketing Mix or the five P’s of Marketing.

Prepared by: Dennis Rayn V. Briones