2nd Semester SY 2018 - 2019

Diagnostic Examination in
PRINCIPLES OF MARKETING
General Instructions:
1. Use only black/blue inked pen.
2. Blacken the oval on the answer sheet provided that corresponds to the correct answer.
3. Choose letter E if the correct answer is not on the given choices.
4. ANY FORMS OR ERASURES MEANS AN INCORRECT ANSWER.

I. Multiple Choice. Choose the letter of the correct answer.

1. It is the process of continuously and profitably satisfying the target customer's needs, wants and
expectations superior to competition.

A. Management B. Marketing C. Method D. Machineries

2. All of these are 3 C’s of Marketing EXCEPT

A. Company B. Customer C. Competitor D. Character

3. These are the result from satisfying customer's needs and wants.

A. Satisfaction B. Sales C. Market Share D. Profit

4.This is the ratio of your brands sales versus the total sales in your market.

A. Satisfaction B. Sales C. Market Share D. Profit

5. This is an indispensable component for a firm to continuously satisfy its customers.

A. Profit B. Market Share C. Sales D. Satisfaction

6. All of these are included in the marketing mix EXCEPT

A. Positioning B. People C. Profit D. Price

7. It is recognized when marketing is defined to bring out various ideas for which “marketing stands.”

A. Conceptual Approach B. Macro environment C.Marketing Mix D. Comparative

Marketing

8. This is an examination of the prices at which similar properties in the same area recently sold.

A. Conceptual Approach B. Macro environment C.Marketing Mix D. Comparative Marketing

9. This is a state of felt deprivation about something that is deemed to be necessary it includes physical, social
and individual needs.

A. Wants B. Needs C. Demands D. Products

10. Social acceptance, friendship, to be loved, need to belong and to relate to others.

A. Self Esteem B. Physiological C. Belongingness D. Safety

11. Becoming confident, eager to express our beliefs, willing to reach out to others to help them.

A. Self Esteem B. Physiological C. Belongingness D. Safety

12. It includes the needs that have to do with survival physically and psychologically.

A. Self Esteem B. Physiological C. Belongingness D. Safety

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13. It is anything that can be offered to satisfy a need or a want

A. Service B. Products C. Safety D. Self- Realization

14. A form that a human need takes as shaped by culture and individual personality

A. Wants B. Needs C. Demands D. Products

15. It is an activity or benefit offered for sale that is essentially intangible and does not result in the ownership
of anything.

A. Service B. Products C. Needs D. Wants

16. It depends on a product's perceived performance in delivering buyer's expectation.

A. Customer Value B. Customer Wants C. Customer Satisfaction D. Self- Realization

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

A. Transaction B. Money C. Customer Value D. Exchange

18. It is a trade of values between two parties.

A. Transaction B. Money C. Customer Value D. Exchange

19. It is a place where buyers and sellers gathered to exchange goods.

A. School B. Garden C. Market D. Mall

20. It refers to the business itself.

A. Competitive Environment B. External Environment C. Market D. Internal Environment

21. It refers to the immediate industry in which your company is doing business.

A. Competitive Environment B. External Environment C. Market D. Internal Environment

22. A market who expresses some level of interest.

A. Served Market B. Potential Market C. Available Market D. Penetrated Market

23. The subset of the market that is already actively using the product.

A. Served Market B. Potential Market C. Available Market D. Penetrated Market

24. This is the market that the company can actually service with its current state of logistics.

A. Served Market B. Potential Market C. Available Market D. Penetrated Market

25. The total volume of the sales that is generated by a defined customer group in a defined customer group in
a defined geographical area, time period, and marketing environment.

A. Supply B. Market Demand C. Satisfaction D. Potential market

26. These include questionnaires or mechanical instruments such as video recorders.

A. Sampling Plan B. Research Approaches C. Research instrument D. Data Sources

27. It involves the undertaking the research itself in order to get first-hand knowledge on the matter.

A. Primary Data B. Sampling Plan C. Secondary Data D. Research Approaches

28. It involves the gathering of prior and related research works since it is possible that other parties have
already developed useful findings on the matter being studied.

A. Primary Data B. Sampling Plan C. Secondary Data D. Research Approaches

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29. ___________ is primarily concerned with understanding the nature of a market.

A. Contact Methods B. research Approaches C. Market Research D. Sampling Plan

30. It is the tendency of data to skew toward a particular direction.

A. Focus group B. Observation C. Experiment D. Bias

31. Respondents may not take these interviews too seriously because of the lack of actual contact.

A. Phone interviews B. Observation C. Bias D. Male or email surveys

32. This is the person who first suggests the idea of buying a particular product or service.

A. Influencer B. Decider C. Initiator D. Buyer

33. The person or persons who end up actually using the product.

A. Initiator B. Buyer C. Decider D. Users

34. The person who ultimately has the final say on what to buy.

A. Decider B. Users C. Influencer D. Users

35. This refers to quantifiable and factual statistics of the population, such as age, sex, income and occupation.

A. Psychographic B. Demographic C. Economic D. Geographic

36. It includes elements such as social class, lifestyle, and personality.

A. Psychographic B. Demographic C. Economic D. Geographic

37. This refers to routinized purchases.

A. New Task B. Modified rebuy C. Buying Situations D. Straight Rebuy

38. A firm has already purchased the product in the past, so it is now familiar with the suppliers and basic data
about their wares.

A. New Task B. Modified rebuy C. Buying Situations D. Straight Rebuy

39. They control the flow of information to others.

A. Initiator B. Influencer C. Buyer D. Gatekeepers

40. This refers to attributes or benefits that the market associates primarily with a particular brand.

A. Points of Parity B. Points of Difference C. Positioning D. Packaging

41. These are market expectations about what products in a particular product category should be or should
have.

A. Points of Parity B. Points of Difference C. Positioning D. Packaging

42. It refers to tangible products that consumers can actually observe their senses.

A. Services B. Pricing C. Goods D. Packaging

43. A mark of distinction that can be sensed usually in the form of names or terms, signs or symbols, design
elements.

A. Trademark B. Brand C. Logo D. Tagline

44. It is an optional catchphrase.

A. Trademark B. Logo C. Tagline D. Brand

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45. The visual symbol or image that will identify the product.

A. Trademark B. Logo C. Tagline D. Brand

46. Characteristics of the product itself, such as softness, size, design and colors.

A. Benefits B. Values C. Culture D. Attribute

47. What consumers stand to gain from patronizing the brand.

A. Benefits B. Values C. Culture D. Attribute

48. It refers to the value of the brand.

A. Benefits B. Values C. Brand Equity D. Attribute

49. It denotes the price that a consumer product is expected to be sold at over the counter and in stores.

A. Retail Price B. Original Price C. Discounted Price D. Suggested Retail Price

50. Goods that become more sought after the higher their prices become, often in the case of high-end luxury
goods.

A. Giffen goods B. Veblen goods C. Gifted Goods D. Inferior Goods

51. it is similar to mark up pricing, except that it is based on the return on Investment requirements of the firm.

A. Target Return Pricing B. Going-rate Pricing C. Perceived value Pricing D. Price Setting

52. A proactive and marketing-based pricing method whereby the value of the product to the market.

A. Target Return Pricing B. Going-rate Pricing C. Perceived value Pricing D. Price Setting

53. Prices that end in non-rounded odd numbers.

A. Free pricing B. Going-rate pricing C. Perceived Value Pricing D. Odd-Number Pricing

54. The incentives that you offer to resellers or participants in your selling process.

A. VAT B. Taxes C. Trade Discounts D. Senior Citizen Discount

55. These are places where the products are directly consumed, such as bars and restaurants.

A. On-trade Channels B. Distribution Channels C. Off-trade Channeled D. Television Channel

56. These stores have very narrow width in terms of product mix but each of the product lines that they do offer
have extensive length and depth.

A. Department Store B. Supermarkets C. Convenience Stores D. Specialty Stores

57. These can be sari-sari stores or chains such as 7-11 and Mini Stop.

A. Department Store B. Supermarkets C. Convenience Stores D. Specialty Stores

58. These stores are for high mark up durable goods such as automobiles or even condominium units.

A. Showrooms B. Supermarkets C. Convenience Stores D. Specialty Stores

59. Refers to person-to-person communications.

A. Non-personal communications B. Personal Communications C. Advertisement

60. The most visible communication tool in a marketers arsenal.

A. Television B. Commercials C. Advertising C. Print-ad

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