Republic of the Philippines

Department of Education
REGION II – CAGAYAN VALLEY
SCHOOLS DIVISION OFFICE OF BATANES
BATANES NATIONAL SCIENCE HIGH SCHOOL
BASCO BATANES

THIRD QUARTERLY EXAMINATION

in PRINCIPLES OF MARKETING

Direction: Read and answer the following questions. Shade your answer on the answer sheet.

1. What are the two types of products according to use?

a. Consumer & industrial goods b. consumer goods c. industrial goods d. goods
2. These are the four attributes that make service different from goods, EXCEPT:
a. intangibility b. durability c. inseparability d. perishability
3. What is the primary goal of marketing?
a. To increase shareholder value c. To create value for customers and satisfy their needs
b. To generate profit for the company d. To maximize sales volume
4. Which of the following is NOT a component of the marketing mix?
a. Product b. Promotion c. Price d. Production
5. What is market segmentation?
a. Targeting all customers with the same marketing approach
b. Dividing the market into smaller groups with similar characteristics or needs
c. Exclusively focusing on online marketing channels
d. Offering discounts and promotions to attract customers
6. Which of the following is a key concept in modern marketing that emphasizes building
long-term relationships with customers?
a. Transactional marketing c. Mass marketing
b. Relationship marketing d. Guerilla marketing
7. What refers to the consumer’s desire to purchase products and willingness to pay a price
for specific product?
a. want b. demand c. need d. market
8. What refers to the percent of total sales in an industry generated by a particular
company?
a. Market share b. market leaders c. market demand d. market analysis
9. What is the type of demand that occurs when a product is disliked by all its target
customers in general?
a. Potential demand b. declining demand c. full demand d. negative demand
10.What is the type of demand where in the customer should not desire the product but the
customer wants the product so badly?
a. Latent demand b. irregular demandc. overfull demand d. unwholesome demand
11.All are traditional approaches to marketing EXCEPT:
a. Production concept b. marketing concept c. product concept d. selling
concept
12.Which marketing approach focuses on identifying and satisfying the unique needs and
preferences of individual customers?
a. Mass marketing c. Transactional marketing
b. Relationship marketing d. Guerilla marketing
13.What refers to a person or organization that transacts with business person or business
organization to buy goods and services for monetary or other valuable consideration?
a. Salesperson b. marketing c. customer d. service provider
14.What refers to the process that involves activities designed to enhance customer
satisfaction, or the perception that a product has met or exceeded expectations?
 a. Production b. marketing c. quality assurance d. customer service
15.Acquiring a new customer can cost five times more than retaining an existing customer.
a. True b. false c. maybe
16.There are many ways on how to manage the quality of our customer service, choose of
only one way.
a. Use SMART b. PESTEL c. SWOT d. Analysis
17.What is the primary objective of relationship marketing?
a. To maximize short-term profits
b. To build long-term relationships and loyalty with customers
c. To focus solely on transactional exchanges
d. To target mass markets with generic advertising
18.Which of the following is a key strategy used in relationship marketing?
a. Offering one-time discounts c. Personalized communication and customer service
b. Mass advertising campaigns d. Selling products at the lowest possible price
19.What refers to a company-wide business strategy designed to optimize profitability,
revenue, and customer satisfaction by focusing a highly defined and precise customer
groups?
a. Database c. Knowledge Management
b. Response list d. Customer Relationship Mgt.
20.Fb Group Page, Website, Portal, and Google Forms are examples of:
a. Database b. Data warehouse c. Learning d. CRM
21.Yellow pages, directories, census, and other public domains are examples of:
a. Response list b. Compiled list c. Database d. Data Warehouse
22. What is Customer Relationship Management (CRM)?
a. A strategy focused solely on acquiring new customers
b. A system for managing interactions with current and potential customers
c. A marketing approach that ignores customer feedback
d. A technique for maximizing short-term profits
23.How does CRM benefit businesses?
a. By reducing customer interactions
b. By increasing customer churn rate
c. By improving customer satisfaction and loyalty
d. By solely focusing on acquiring new customers
24.Which of the following is a feature of CRM systems?
a. Targeting all customers with the same message.
b. Personalization of communication and marketing efforts
c. Ignoring customer feedback and preferences
d. Minimal focus on data collection and analysis
25.What refers to developing product or service offerings customized for appropriate
customer segment, and then pricing and communicating these offerings for the purpose of
enhancing customer relationship?
a. Upselling b. Cross-selling c. Campaign Management d. Reinforcement
26.What sales technique is being used to encourage customer in purchasing related products
or service in addition to the original items they intended to purchase?
a. Reinforcemen b. cross-selling c. upselling d. campaign management
27.All of the following can be used as CRM tool EXCEPT:
a. Facebook b. Official website c. RFID d. All are CRM database
28.What does RFID stand for?
a. Radio Frequency Identification c. Radar Frequency Identification
b. Render Frequency Identification d. Rhetoric Frequency Identification
29.This is the most effective way to encourage infrequent shoppers.
a. Rewards points b. Limited time discount c. Rebates d. Get freebie
30.Which strategy involves analyzing customer data to tailor marketing efforts and
communication to individual preferences and behaviors?
a. Mass marketing b. Transactional c. Relationship d. Personalization marketing
31.Which among the steps of Strategic Marketing Process should come first?
a. Objective setting c. Strategy Evaluation Control
b. Mission Identification d. Marketing Strategy Development
32.What do the acronym letter Es in the PESTEL Analysis stand for?
a. Energy and Environmental c. Environmental and Economic
b. Economic and External d. None of the above
33.Which among is correct in relation to SWOT analysis:
a. Strengths and Opportunities are both external factors
b. Weaknesses and threats are both internal factors
c. Strengths and weaknesses are both internal factors
d. Opportunities and threats are both internal factors
34.This refers to the broad marketing strategy that makes products stand out in the market
so that people will choose those products over other brands.
a. Focused b. differentiation c. cost leadership d. none of the above
35.It is a business strategy wherein there is a reduction of costs or spending in response to
economic difficulty.
a. Diversification b. liquidationc. divestiture d. retrenchment
36. What is the main difference between strategic and tactical planning?
a. Strategic planning focuses on short-term goals, while tactical planning focuses on
long-term goals.
b. Strategic planning involves high-level decision-making to achieve long-term objectives,
while tactical planning involves implementing specific actions to support the strategic
goals.
c. Strategic planning is focused on day-to-day operations, while tactical planning is
concerned with overall business strategy.
d. Strategic planning deals with financial aspects, while tactical planning focuses on
marketing strategies.
37.This refers to data gathered by the researcher himself/herself.
a. Primary information c. stratified data
b. Secondary information d. basic data
38.This is type of sampling when the researcher arbitrarily selects relatives, friends, and/or
colleagues.
a. Judgment sampling c. cluster sampling
b. Quota sampling d. convenience sampling
39.It is a type of survey question that requires a respondents to answer using number on a
scale.
a. Metric question c. dual choice question
b. Categorical question d. multiple choice question
40.All are examples of Marketing Research EXCEPT:
a. External factor research c. observation research
b. Location studies d. all of the above
41.What is the last step of the marketing research process?
a. Data collection c. report preparation and presentation
b. Data analysis d. research need determination
42.What is the primary purpose of marketing research?
a. To create advertising campaigns
b. To generate immediate sales
c. To gather information about consumers and markets
d. To increase production efficiency
43.This refers to the actions and decisions processes of consumer when buying a
product/service.
a. Market segmentation c. Positioning
b. Consumer market d. consumer behavior
44.It refers to the process of communicating the image of a brand into the minds of the
consumer.
a. Positioning c. consumer market
b. Organizational market d. market segmentation

45.They are individuals and/or households who purchase products and services for personal
consumption.
a. Target market b. consumer market c. organizational market d. market segmentation
 46.This refers to the most probable and most logical consumer and likewise the most
heaviest consumers of a product.
a. Market segmentation c. target market
b. Organizational market d. consumer market
47.The process of dividing the market into homogenous parts of groups.
a. Positioning c. consumer market
b. Organizational market d. market segmentation
48.What factors influence consumer buying behavior?
a. Only personal preferences
b. Only price and product features
c. Cultural, social, personal, and psychological factors
d. Only advertising and promotion
49.Which stage in the consumer decision-making process involves evaluating alternatives
and making a final choice?
a. Need recognition c. Purchase decision
b. Information search d. Evaluation of alternatives
50.What role does perception play in consumer decision-making?
a. It has no impact on decision-making.
b. It shapes how consumers interpret information and make judgments.
c. It only affects impulse purchases.
d. It only affects high-involvement purchases.

Prepared by: Checked and reviewed by: Approved by:

CAESAR M. AMIGO JHON PAUL C. APOSTOL JOYCE G. BALLON CARMEN C. NOGUERA

Teacher I Mentor Department Head School Principal I

ANSWER KEY:

PRINCIPLES OF MARKETING
 THIRD QUARTERLY EXAMINATION
S.Y. 2023-2024

1. A 11. B 21. B 31. B 41. C

2. B 12. B 22. B 32. C 42. C

3. C 13. C 23. C 33. C 43. D

4. D 14. D 24. B 34. B 44. A

5. B 15. A 25. C 35. D 45. B

6. B 16. A 26. B 36. B 46. C

7. B 17. B 27.D 37. A 47. D

8. A 18. C 28. A 38. D 48. C

9. D 19. D 29. B 39. A 49. D

10. D 20. A 30. D 40. D 50. B

Prepared by: Checked and reviewed by: Approved by:

CAESAR M. AMIGO JHON PAUL C. APOSTOL JOYCE G. BALLON CARMEN NOGUERA

Teacher I Mentor Department Head School Principal I