INTERNATIONAL SCHOOL OF ASIA AND THE PACIFIC

Alimannao Hills, Penablanca, Cagayan

C OLLEGE OF B USINESS A DMINISTRATION AND A CCOUNTANCY

Subject Code : BA 303

Subject Title : Principles of Marketing

Term : Final Examination

Semester : First Semester School: 2018- 2019

Name: ________________________________________ Course/Year&Section:_________________

Proctor: _______________________________________ Exam Score:___________________

MULTIPLE CHOICES. Read each question carefully before answering.Encircle the letter of your choice. If you
think there’s no possible answer, write X. Erasures means wrong.

1. All of the following are accurate descriptions of modern marketing, EXCEPT which one?

a) Marketing is the creation of value for customers.

b) Marketing is managing profitable customer relationships.

c) Selling and advertising are synonymous with marketing.

d) Marketing involves satisfying customers' needs.

2. According to management guru Peter Drucker, the aim of marketing is to

a) create customer value

b) identify customer demands

c) make selling unnecessary

d) set realistic customer expectations

3. _____________ 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

4. _____________ are human needs as shaped by individual personality and culture.

a) needs b) wants c) demands d) values

5. When backed by buying power, wants become

a) social needs b) demands c) physical needs d) self esteem needs

6. “Many people want BMW, only few are able to buy”. This is an example of …

a) Need b) Want c) Demand d) Delivery

7. It is the act of obtaining a desired object from someone by offering something in return.

a) Marketing b)Selling c) Exchange d) Delivery

8. Which of the following is not a type of Marketing Concept:

a) The production concept

b) The selling concept

c) The societal marketing concept

d) The supplier concept

9. The term marketing refers to:

a) Advertising, Sales promotion, publicity and public relational activities

b) New product needs ideas, developments, concepts and improvements

c) Sales planning, strategy and implementation

d) A philosophy that stresses customer value and satisfaction

10. __________ defined as all psychological, social and physical behavior of potential customers as they
become aware of, evaluate, purchase, consume and tell others about the product and services.

a) Customer Value

b) Consumer Behavior

c) Holistic Marketing

d) Societal Marketing

11. Marketing is a process which aims at ___

a) Production c)Satisfaction of customer needs

b) Profit making d) Selling products

12. Marketing management is ___

a) Developing marketing strategies to move the company forward

b) Managing the maketing process

 c) Monitoring the profitability of the company’s products and services

d) The art and science of choosing target markets and getting, keeping, and growing customer through
creating, delivering, and communicating superior customer value

13. The most formal definition of marketing is-

a) An organizational function and a set of process for creating, communicating and delivering, value to
customers and that benefit the organization

b) Improving the quality of life for consumers

c) Meeting needs profitability

d) Marketing is an organizational includes 4Ps

14. Marketers often use the term _____ to cover various groupings of customers.

a) Buying power

b) Demographic segment

c) Market

d) People

15. Today, marketing must be understood in a new sense that can be characterized as:

a) “Get there first with the most.”

b) “Management of youth demand.”

c) “Satisfying customer needs.”

d) “Telling and selling.”

16. Marketing is both an “art” and a “science” there is a constant tension between the formulated side of
marketing and the ____ side.

a) Behavior c) Management

b) Creative d) Selling

17. _______ is the major objective of any marketing activity in the world because marketing completes with
the real sale of goods and services bought or acquired by the seller or when intermediary has been affected.

a) Marketing c) Negotiating

b) Selling d) Assembling

18. Select a appropriate definition of WANT

a) Consumer needs

b) Needs backed by buying power

 c) Needs directed to the product

d) Basic human requirements

19. Which of the following is the most correct statement?

a) “The delivery of goods and services from producers to their ultimate consumers or users includes
many different activities. These different activities are known as marketing.”

b) “Marketing is to ensure that the product is easily and effectively moved from the point of production
to the target market and ensures that the product can be easily assessed by customers.”

c) Marketing is the activity, set of institutions and processes for creating, communicating, delivering
and echanging offerings that have value for customers, clients, partners and society.

d) “Marketing is the last step in the chain of commerce where a buyer exchanges cash for a seller’s
good or service, or the activity of trying to bring this about.”

20. 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) Demand c) Product

b) Idea d) Service

21. ___________ buy products and ___________ use product.

a) Consumer and Customers c) buyers and sellers

b) Customers and consumer d) buyers and customers

22. _________ reflects the sum of the perceived tangible and intangible benefits & costs to customers.

a) Customer satisfaction c) Customer delight

b) Customer value d) none of the above

23. In marketing, the term product:

a) Refers only to tangible items that can be seen, tasted, or touched.

b) Is a broad concept that refers to anything that can be offered for use and consumption, in exchange
for money or some other form of value

c) Is limited in meaning to goods, services, and ideas only

d) Never refers to such things as package design, brand name and warranty

24. An organization with several product lines has which one of the following mix that consists of all the
product lines and items which a particular seller offers for sale?

a) Product mix c) Consumer mix

b) Brand mix d) Packaging mix

25. A ___________ is a detailed version of the idea stated in meaningful consumer terms.

a) Product concept c) Product idea

b) Product feature d) Product image

26. The systematic search for new- product ideas is characterized of which stage in the new product
development process?

a) Business analysis c) idea generation

b) Concept development and testing d) idea screening

27. Company can create successful new products by:

a) Understanding consumers, markets, and competitors.

b) Developing products that deliver superior value to consumers.

c) Developing a great advertising campaign

d) Both a and b

28. Suppose Nestle wants to expand its line of food products, the managers conduct surveys from customers
to determine which food items would appeal to customers. Nestle is currently in which of the following
phase of new product development?

a) Business analysis c) Idea screening

b) Idea generation d) Test marketing

29. What are the two ways that a company can obtain new products?

a) Internal development and merger

b) Line extension and brand management service

c) Market mix modification and research and development

d) New product development and acquisition

30. Which of the following is not a potential cause of the failure of a new product?

a) A poorly designed product

b) An incorrectly positioned product

c) An underestimated market size

d) Higher than anticipated costs of product development

31. Executives, manufacturing employees, salesperson are all examples of:

 a) Core member of innovation management systems

b) External sources for new- product ideas

c) Internal sources for new- product ideas

d) Research development team members

32. Your firm wants to use external sources for new product ideas. After consulting with a friend your learn
that all of the following are common external sources except ______.

a) Competitors c) the firm’s executives

b) Suppliers d) trade shows and magazines

33. If Toyota describes one of its cars of the future as being “a moderately priced subcompact designed as a
second family car to be used around town; the car is ideal for running errands and visiting friends,” then
the company has just stated a potential new product in terms of a:

a) Product concept c) Product idea

b) Product feature d) Product image

34. A _______ is a detailed version of the idea stated in meaningful Consumer terms.

a) Product concept c) Product idea

b) Product feature d) Product image

35. Highest percentage of ideas for new products originates with/ from which of the following sources?

a) Competitors c) Employees

b) Customers d) Top management

36. _____ emphasizes on the product and ______ emphasizes on the customers needs and wants.

a) Selling; Marketing c) Consumer; Customer

b) Marketing; Selling d) Marketing ; Customer

37. Newsletter, catalogues, and invitations to organization- sponsored events are most closely associated
with the marketing mix activity of:

a) Distribution c) Product

b) Pricing d) Promotion

38. “How are you telling consumers in your target group about your product” This question belongs to which
marketing concept?

a) Place c) Product
 b) Price d) Promotion

39. The basic role of promotion is ______.

a) Communication c)Interpretation

b) Information d) Manipulation

40. The promotion “P” of marketing is also known as _____.

a) Cost c) Marketing communication

b) Distribution d) Product differentiation

41. If the aim of the promotion to introduce a new consumer product is to achieve high awareness levels, the
firm will most likely make heavy use of ______ in the promotional mix.

a) Advertising c) Publicity

b) Personal selling d) Sales promotion

42. Which of the following is NOT a part of marketing communication mix?

a) Advertising c) Sales promotion

b) Public relations d) Telemarketing

43. _____ defined as the employees that execute the service chiefly concerns the manner and skill in which
they do so.

a) Process c) Physical evidence

b) People d) Product

44. ______ is an important P of marketing which affect the execution of its service, such as job queuing and
query handling.

a) Process c) Physical evidence

b) People d) Product

45. A further 3Ps are incorporated into the marketing mix:

a) Physical evidence, process and price

b) Process, people and promotion

c) Physical evidence, people, and production

d) Physical evidence, process and people

46. Which of the following is not an element of the marketing mix?

 a) Distribution c) Production

b) Promotion d) Pricing

47. The term ‘marketing mix’ describes:

a) A composite analysis of all environmental factors inside ad outside the firm

b) A series of business decisions that aid in selling a product

c) The relationship between a firm’s marketing strengths and its business weaknesses

d) A blending of strategic elements to satisfy specific target market.

48. The ______ concept holds that consumers will favor products that offer the most in quality, performance
and innovative features.

a) Marketing c) Product

b) Production d) Selling

49. When customer expectations regarding product quality, service quality, and value- based price are met
or exceeded, _______ is created.

a) Customer satisfaction c) a quality rift

b) Planning excellence d) a value line

50. A marketing manager of a large consumer foods company is studying distribution , promotion, and price
of the company’s product. Marketing manager is studying which one of the following concepts?

a) Marketing plan c) Marketing mix

b) Marketing strategy d) Market offering

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"No servant can serve two masters. Either he will hate the one and love the other, or he will be devoted to the one and
despise the other. You cannot serve both God and Money." -Jesus of Nazareth

Prepared by:

BRIAN S. INCOGNITO, MBA

Program Coordinator, CBA

Noted by:

CB RONIE E. SUGAROL, MPBM

Dean, Business Education/ School Overseer
 Reviewed by:

DAN PAOLO E. RAMOS, MSHM

QA for Academics and Administration

Approved by:

PRESENITA C. AGUON, PhD.

Vice President for Academic Affairs