Lyceum Northwestern University

Tapuac District, Dagupan City

Senior High School Department

Midterm Examination in Principles of Marketing
1st Semester, A.Y2019-2020

Name:_______________________________________ Date:_____________________
Year and Section:___________________________ Score:_____________________

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.
E) Marketing is used by for-profit and not-for-profit organizations.

2) According to the opening scenario, the Tide marketing team is MOST concerned
about which of the following?

A) maintaining its brand share

B) fostering customers emotional connections with their product
C) advertising their products benefits
D) comparing the effectiveness of their product to other brands
E) incorporating consumer-generated marketing in the marketing mix

3) 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
E) sell products

4) 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
E) Negotiating

5) Which steps of the five-step marketing process are about understanding customers,
creating customer value, and building strong customer relationships?
A) the first two only
B) the first three only
C) the first four only
D) the last three only
E) the last four only

6) According to the simple five-step model of the marketing process, a company needs
to
before designing a customer-driven marketing strategy.
A) determine how to deliver superior value
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key
customers
D) understand the marketplace and customer needs and wants
E) construct key components of a marketing program

7) are human needs as shaped by individual personality and culture.

A) Needs
B) Wants
C) Demands
D) Values
E) Exchanges

8) When backed by buying power, wants become

A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges

9) What do companies call a set of benefits that they promise to consumers to satisfy
their needs?
A) market offering
B) value proposition
C) demand satisfaction
D) need proposition
E) evoked set

10) Which of the following refers to sellers being preoccupied with their own products
and losing sight of underlying consumer needs?
A) selling myopia
B) marketing management
C) value proposition
D) marketing myopia
E) the product concept
11) When marketers set low expectations for a market offering, the biggest risk they run
is        .
A) disappointing loyal customers
B) decreasing customer satisfaction
C) failing to attract enough customers
D) failing to understand their customers needs
E) incorrectly identifying a target market

12) is the act of obtaining a desired object from someone by offering something in
return.
A) A value proposition
B) Exchange
C) Bribery
D) Value creation
E) Donation

13) A(n) is the set of actual and potential buyers of a product.

A) market
B) audience
C) group
D) segment
E) exchange

14) Consumer research, product development, communication, distribution, pricing, and

service are all core activities.
A) exchange
B) marketing
C) management
D) production
E) customer relationship management

15) Which of the following is the most likely result of a marketing strategy that attempts
to serve all potential customers?
A) All customers will be delighted.
B) Customer-perceived value will increase.
C) Customer evangelists will become unpaid salespersons for the service or product.
D) Not all customers will be satisfied.
E) The company will need to follow up with a marketing campaign.

16) In the case of excess demand, may be required to reduce the number of customers
or to shift demand temporarily or permanently.
A) marketing
B) demarketing
C) value marketing
D) surplusing
E) negotiating
17) 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
E) differentiation

18) Selecting which segments of a population of customers to serve is called

A) market segmentation
B) positioning
C) customization
D) target marketing
E) managing the marketing effort

19) Which of the following is the set of benefits a company promises to deliver the
customer to satisfy their needs?
A) a money-back guarantee
B) low pricing
C) good customer service
D) a value proposition
E) an attribute
20) Which customer question is answered by a company’s value proposition?
A) Why should I buy your brand rather than a competitors?
B) How does your brand benefit me and society?
C) What are the costs and benefits of your brand?
D) What kind of experience will I have with products and services associated with this
brand?
E) What are the benefits of being a loyal consumer of your brand?

21) Despite the data glut that marketing managers receive, they frequently complain
that they lack       .
A) enough information of the right kind
B) timely information
C) accurate information
D) reliable information
E) valid information

22) Which of the following statements is NOT true regarding information collected for
marketers?
A) Many managers lack information of the right kind.
B) Most managers do not need more information.
C) Most managers need better information.
D) Many managers are burdened by data overload.
E) Managers have enough of the right information.
23) A marketing information system (MIS) consists of people and procedures to assess
information needs, , and help decision makers analyze and against what they really use
the information.
A) experiment to develop information
B) test market the information
C) develop the needed information
D) critique the needed information
E) question the needed information

24) A good MIS balances the information users would and what is .
A) need; like; feasible
B) like; can afford; needed
C) like to have; need; feasible to offer
D) need; can afford; useful
E) use; have to use; available

25) Marketers must weigh carefully the costs of additional information against the
resulting from it.
A) organization
B) benefits
C) creativity
D) ethical issues
E) cost

26) Four common sources of internal data include the accounting department,
operations, the sales force, and the
.
A) owners
B) stockholders
C) marketing department
D) competition
E) Web

27) Marketing information from which type of database usually can be accessed more
quickly and cheaply than other information sources?
A) external
B) LexisNexis
C) Dun & Bradstreets
D) internal
E) Hoovers

28) is the systematic collection and analysis of publicly available information about
consumers, competitors, and developments in the marketing environment.
A) Marketing data
B) Marketing intelligence
C) Sales management
D) Customer intelligence
E) Competitive intelligence

29) Which of the following statements regarding marketing intelligence is true?

A) The advantage of using competitive intelligence is negligible.
B) All marketing intelligence is available for free.
C) Marketing intelligence relies upon privately held information.
D) Marketing intelligence relies upon publicly available information.
E) Marketing intelligence gathering is more focused on gaining insights into consumer
activities than competitors activities.

30) Which of the following is NOT considered a source of marketing intelligence?

A) suppliers
B) resellers
C) key customers
D) causal research
E) activities of competitors

31) Which of the following is NOT a potential source for marketing intelligence?
A) looking through competitors garbage
B) purchasing competitors products
C) monitoring competitors sales
D) collecting primary data
E) talking with purchasing agents

32) Through which of these sources of information is a competitor LEAST likely to

reveal intelligence information?
A) annual reports
B) trade show exhibits
C) Web pages
D) press releases
E) internal marketing conferences

33) To combat marketing intelligence efforts by competitors, Unilever Corporation is

now providing to employees.
A) competitive intelligence training
B) privacy blocks
C) protection
D) less information
E) a code of ethics

34) Which of the following is an example of a free online database that a company could
access in order to develop marketing intelligence?
A) LexisNexis
B) ProQuest
C) Dialog
D) the U.S. Security and Exchange Commissions database
E) Hoovers

35) is the systematic design, collection, analysis, and reporting of data relevant to a
specific marketing situation facing an organization.
A) The marketing information system
B) Marketing intelligence
C) Marketing research
D) Competitive intelligence
E) Causal research

36) What is the first step in the marketing research process?

A) developing a marketing information system
B) defining the problem and research objectives
C) developing the research plan for collecting information
D) implementing the research plan
E) hiring an outside research specialist

37) Which step in the four-step marketing research process has been left out of the
following list: defining the problems and research objectives, implementing the research
plan, and interpreting and reporting the findings?
A) developing the research budget
B) choosing the research agency
C) choosing the research method
D) developing the research plan
E) comparing and contrasting primary and secondary data

38) Causal research is used to .

A) test hypotheses about cause-and-effect relationships
B) gather preliminary information that will help define problems
C) uncover information at the outset in an unstructured way
D) describe marketing problems or situations
E) quantify observations that produce insights unobtainable through other forms of
research

39) Managers often start with research and later follow with research.
A) exploratory; causal
B) descriptive; causal
C) descriptive; exploratory
D) causal; descriptive
E) causal; exploratory
40) Your colleague is confused about using the marketing research process, as he
knows that something is wrong but is not sure of the specific causes to investigate. He
seems to be having problems with , which is often the hardest step to take.
A) developing the research plan
B) determining a research approach
C) defining the problem and research objectives
D) selecting a research agency
E) C and D

Essay:
1. Discuss the Nike Story and how the strategic plan help them to succeed.(10 pts)

Jolina Reyes Dr. Maria Martha Mannete A. Madrid

Instructor SHS-Principal