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2nd Semester, 2019-2020

Name of Student: ___________________________________________ Date: _______________



Checked By: _____________________________ Date submitted for checking: ____________

Test Construction & Evaluation Committee


Dean/Program Head
Direction: Choose and write the letter of the best answer. NO ERASURE
1. According to Phillip Kotler, Marketing theory closely related with 6 acronym which are
a. Value
b. Venture
c. Volume
d. Variation
2. Strategic planning defined...
a. The process of focusing on energy and resources
b. Establish agreement around intended outcomes
c. Organizational management activity
d. The process of developing and maintaining a strategic that fit between the organization's goals and
3. What is the first step in strategic planning?
a. Defining company vision and mission
b. Identifying problems and issues
c. Making decision
d. Determine available resources
4. Marketing strategy in which a firm sells different segments and offers different product is classified as
a. Individual Marketing
b. Differentiated Marketing
c. Mass Marketing
d. Niche Marketing
5. To be useful, market segments should be:
a. Original, profitable, accessible, global and growing
b. Based on psychographic variables
c. Measurable, substantial, accessible differentiable, and actionable
d. None of the choices
6. Smart objectives are:
a. Simple, measurable, actionable, realistic, time-bound
b. Suitable, marketable, artistic, realistic, targetable
c. Serious, meant-to-be, assiduous, realistic, targetable
d. Specific, Measurable, Achievable, Realistic and Time-bound
7. What are the three key pillars of marketing strategy?
a. Research and development, segmentation and positioning
b. Segmentation, targeting and positioning
c. Targeting, R&D, distribution
d. Outdoor marketing
8. The attempt of capturing a large territory by launching several front grand offensive marketing strategies is
classified as:
a. Enrichment Marketing
b. Flank attack
c. Frontal attack
d. Resource attack
9. When all customers have the same preferences, marketing strategy is classified as:
a. Mass marketing
b. Niche Marketing
c. Individual Marketing
d. Profitable Marketing
10. SWOT analysis is a diagnostic tool. What elements are this tool based on?
a. Sustainability, Will, Objectives, Thoughts
b. Strengths, Weaknesses, Opportunities, Threats
c. Strengths, Weaknesses, Objectives, Threats
d. Strengths, Will, Opportunities, Thoughts
11. What should be the end result of a successful positioning strategy?
a. The creation of a customer-focused value proposition: a cogent reason why the target market should buy
the product.
b. The selection of the key market segment(s) which a company should target
c. The decision to build, hold, harvest or divest a product line or SBU (strategic business unit)
d. None of the choices
12. Marketing strategy in which the firm with superior image and sales to the large number of customers is
classified as:
a. differentiated marketing
b. undifferentiated marketing
c. mass marketing
d. both A and C
13. Toyota Corporation which produces several different brands of cars is an example of:
a. mass marketing
b. segmented marketing
c. niche marketing
d. micromarketing
14. Royal Caribbean hotel chain which targets families and high energy couples is an example of:
a. geographic segmentation
b. income segmentation
c. psychographic segmentation
d. behavioral segmentation
15. Segment whose size, purchasing power of customers and profiles of the customers in the segments can be
measured in terms of numerical figures is considered as:
a. attainable segment
b. measurable segment
c. accessible segment
d. substantial segment
16. Young and impulsive people who seek excitement and variety can be the best
a. innovators
b. non-innovators
c. experiences
d. non-achievers
17. A company’s strategic plan:
a. maps out the company’s history
b. links the company’s financial targets to control mechanisms.
c. outlines the competitive moves and approaches to be used in achieving the desired business results
d. links the company’s financial targets to control mechanisms
18. A company’s strategic vision describes:
a. why the company does certain things in trying to please its customers.
b. management’s aspirations for the future and delineates the company’s strategic course and long-term
c. management’s storyline of how it intends to make a profit with the chosen strategy
d. what future actions the enterprise will likely undertake to outmaneuver rivals and achieve a sustainable
competitive advantage
19. Well-stated objectives are:
a. quantifiable or measurable, and contain deadlines for achievement.
b. directly related to the dividend payout ratio for stockholder returns.
c. clear, succinct, and concise so as to identify the company’s risk and return options.
d. all of the choices
20. An organization with good capital structure, would be placed where in the SWOT analysis?
a. Opportunity
b. Weakness
c. Strength
d. Threat
21. Which of the following SWOT elements are external factors for a business?
a. Strengths and Weaknesses
b. Opportunities and Threats
c. Strengths and Opportunities
d. Weaknesses and Threats
22. Which of the factors below will enable an organization to obtain Competitive Advantage?
a. Excellent Quality of Product
b. Higher Profit
c. Lesser innovation
d. Bad customer service
23. The goal of most organization is to choose a strategy that
a. Controls both costs and expenses
b. Emphasizes high sales
c. Minimizes costs
d. Maximizes the value of the firm for its shareholders
24. An organization carrying out its value chain activities at a cost lower than its competitors will enable the
organization to achieve:
a. Cost Leadership Strategy
b. Focus Strategy
c. Hybrid Strategy
d. Differentiation Strategy
25. The company decides to open its marekt to foreign countries where there is a need for your product. How does
this information fit into the SWOT analysis?
a. It's a threat
b. It's a strength
c. It's an opportunity
d. It's a weakness
26. Your leading product has a 30% market share which is 10% higher than your best competitor. Where would you
analyze this information in SWOT analysis?
a. Weaknesses
b. Strengths
c. Threats
d. Opportunities
27. The THREAT section is mainly areas that:
a. Cannot be removed or ignored and will need planning to work with or around. Are a potential risk to your
b. Are areas that you threaten your safety
c. Nasty things that have been said to you
d. Can be easily removed and turned in to strengths
28. By focusing on your strengths, you can use these to overcome your what?
a. Threats
b. Weaknesses
c. Strengths
d. Opportunities
29. A SWOT analysis looks at?
a. The Internal Factors only
b. The external factors only
c. Both internal and external Factors
d. None of the choices
30. A SWOT analysis is designed to:
a. Evaluate the company’s internal strengths and opportunities and the weaknesses and threats of the
external environment so as to arrive at operations objectives
b. Evaluate the company’s internal strengths and threats and the opportunities and weaknesses in the external
environment so as to arrive at financial objectives
c. Evaluate the company’s internal opportunities and threats and the strengths and weaknesses in the external
environment so as to arrive at management objectives
d. Evaluate the company’s internal strengths and weaknesses and the opportunities and threats in the external
environment so as to arrive at marketing objectives.
31. Strategic purpose consists of
a. Macro-Shocks and industry forces
b. Growth, profitability, operational effectiveness, long term investments
c. Crossing borders and new ventures
d. Vision, mission, core values, objectives, strategy statements
32. When developing strategy for organization, which questions should we ask first?
a. How we will get there on a daily to weekly basis?
b. Where do we compete? What unique value do we bring to market? Which resources do we have or need?
How do we sustain our value?
c. What are our short-term goals and operational objectives? How do we break down a larger strategic goal
into workable tasks?
d. How are our departmental operational plans?
33. Industry rivalry benefits customers and consumers but harms industry profitability as
marketing/development/etc. costs go up, and/or selling prices come down.
a. False
b. True
c. Either true or false
d. None of the choices
34. The real value of marketing information lies in how it is used ________.
a. In determining selling prices for products
b. In analyzing budgets
c. In creating advertising campaigns
d. In the customer insights that it provides
35. Refers to the goods and services in combination that the company offers to the target market
a. Product
b. Promotion
c. Price
d. Place
36. It is the activities that communicate the merits of the product and persuade target customers to buy it
a. All of the choices
b. Promotion
c. Price
d. Place
37. It consists of the specific strategies for target markets, positioning, the marketing mix, and marketing
expenditure levels
a. Planning
b. Options
c. Marketing Strategy
d. All of the choices
38. It is the process that turns marketing plans into marketing actions to accomplish strategic marketing objectives
a. Implementing
b. Marketing
c. Planning
d. None of the choices
39. It involves looking at whether the company’s basic strategies are well matched to its opportunities
a. Strategic control
b. Management control
c. Operating control
d. None of the choices
40. Strategic objectives are
a. beliefs or principles
b. way to move towards vision
c. precise measurable outcomes of strategy: sales, profits, share price, customer satisfaction scores and so on
d. generic, undefined and impossible

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Good Bless!


1. A
2. D
3. A
4. B
5. B
6. D
7. A
8. A
9. A
10. B
11. B
12. D
13. B
14. C
15. B
16. C
17. C
18. B
19. A
20. C
21. C
22. B
23. D
24. A
25. C
26. B
27. A
28. B
29. C
30. D
31. D
32. B
33. B
34. D
35. A
36. B
37. C
38. A
39. A
40. C
Prefinal Examination 2nd Semester, AY 2019-2020 6|P a g e