Department of Education

Division of Zamboanga del Norte

Polanco National High School (Senior High School)
PRINCIPLES OF MARKETING
2nd Quarter Examination, SY: 2019-2020

Name:_____________________________________________ Score:_________________

Grade/Strand:____________________________________ Date:__________________

Multiple Choice.
Directions: Choose the best answer. Write the letter of the correct answer on the space provided.
(NO ERASURES)

_____1. It is a systematic design, collection, analysis, and reporting of data to a specific marketing situation
facing an organization.
a. Marketing research c. Survey research
b. Descriptive research d. Exploratory research
_____2. Th main purpose of this research is to collect initial information that will help define problems and
suggests hypotheses.
a. Causal research c. Survey research
b. Exploratory research d. Experimental research
_____3. These are existing information gathered to serve some other purpose or use.
a. Primary data c. Secondary data
b. Questionnaires d. Marketing data
_____4. The main purpose of this research is to test hypotheses about cause-and-effect relationships.
a. Exploratory research c. Causal research
b. Descriptive research d. Experimental research
_____5. Refers to segment of the population selected for the marketing research to represent the population
as a whole.
a. sample unit c. sample
b. sampling size d. sampling procedures
_____6. It refers to the number of subjects to be included in the study.
a. sampling unit c. sample
b. sampling size d. sampling procedures
_____7. It refers to the process of selection of the sample.
a. sampling unit c. sample
b. sampling size d. sampling procedures
_____8. It pertains to the buying of individuals and households or called end consumers that purchase goods
or render services for personal utilization.
a. behavioral marketing c. behavioral marketing strategy
b. consumer marketing d. consumer buyer behavior
_____9. The set of values, perceptions, wants, and behaviors learned from the family and other important
institutions.
a. culture c. attitude
b. subculture d. perception
_____10. A group of people with shared value systems based on common life experience and situations.
a. subculture c. social class
b. culture d. family group
_____11. Relatively permanent and ordered divisions in a society whose members share similar values,
interest and behavior.
a. social class c. family group
b. attitude d. dominant society
_____12. A buying situation where business buyers are regularly reordering goods or services without any
alterations.
a. regular buying c. straight rebuy
b. new task d. modified rebuy
_____13. A buying situation where the business buyer sees the need to alter the product requirements, price
rates, conditions, and suppliers.
a. new task c. modified rebuy
b. system rebuys d. regular buying
_____14. This type of behavior occurs when customers are highly involved in buying and perceiving
remarkable variations among the brands.
a. dissonance-reducing buying behavior c. habitual buying behavior
b. complex buying behavior d. variety-seeking buying behavior

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_____15. Refer to the individuals in the buying center of the company who manage the flow of information or
communication to others.
a. deciders c. influencers
b. gatekeepers d. buyers
_____16. The process of breaking a market into several segments and then choosing and focusing the
marketing efforts to the selected segment or segments.
a. segment marketing c. consumer segmentation
b. target marketing d. market positioning
_____17. The way the brand is defined by customers on important attributes – the place the product occupies
in consumers’ minds about competing products.
a. branding c. consumer goods
b. merchandizing d. product positioning
_____18. A strategy in which companies pursue a great share of one or few submarkets.
a. consumer marketing strategy c. undifferentiated marketing strategy
b. differentiated marketing strategy d. concentrated marketing strategy
_____19. The advantage of the company or brand over its competitorss by providing customers with a greater
value such as lower prices or unmatched benefits that rationalize the competitive advantage.
a. branding c. competitive advantage
b. brand positioning d. brand superiority
_____20. Positioning involves providing the most upscale product or service and charging a higher price to
cover the increased costs.
a. More for More c. Same for Less
b. More for the Same d. More for Less
_____21. Positioning is useful in attacking competitors using more-for-more positioning by introducing brand
offering comparable quality at a lower price.
a. More for the Same c. Same for Less
b. Less-for-much-less d. More for Less
_____22. Positioning involves meeting consumers’ lower performance or quality requirements at a much lower
price.
a. More for More c. Same for Less
b. More for the Same d. Less-for-much-less
_____23. Which of the following is NOT a probability sample?
a. simple random sample c. stratified random sample
b. convenience sample d. cluster sample
_____24. Which of the following is NOT part of the marketing research process?
a. Defining the problem and research objectives
b. Implementing the marketing strategy
c. Developing a research plan for collecting information
d. Interpreting and reporting the findings.
_____25. What are the three perceptual processes?
a. selective attention, selective distortion, and selective decision
b. selective attention, selective communication, and selective retention
c. selective attention, selective distortion, and selective retention
d. selective decision, selective distortion, and selective retention
_____26. Which of the following is NOT included in the list of Order-Routine specification?
a. Technical specifications c. Proximity of the supplier’s location
b. Quality standards d. Product warranties
_____27. Statement I – Behavioral segmentation is divided into groups according to buyer’s knowledge,
attitudes, uses, and response to a product.
Statement II – Demographic segmentation is divided into various segments according to social class,
lifestyle, and personality characteristics.
a. Only Statement I is true c. Only Statement II is true
b. Both Statements are true d. Both Statements are false
_____28. What are the five basic needs in Maslow’s Hierarchy of Needs?
I. Physiological needs
II. Safety needs
III. Social Needs
IV. Esteem Needs
V. Self-actualization Needs
VI. Psychological Needs
a. I, II, III, IV, V c. I, II, III, IV, VI
b. II, III, IV, V, VI d. I, III, IV, V, VI
_____29. What would happen if the positioning is too subtle?
a. Consumers will be informed the benefits that the brand offers.
b. Consumers will patronized the brand.
c. Consumers will not purchase the product.
d. Consumers might not notice or remember the benefits that the brand offers.

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_____30. What are the elements of a good brand position?
I. Unique
II. Beneficial
III. Affordable
IV. Credible
a. I, III, IV c. I, II, III
b. II, III, IV d. I, II, IV
_____31. Why do you think demographic factors is essential to marketing?
a. It helps companies to identify potential market for products and services.
b. It can force or restrain different groups or individuals in the given society.
c. It provide resources necessary for the company.
d. It affects the consumers purchasing power and patterns.
_____32. It refers to activities, benefits, or gratification offered for sale that is essentially intangible and does
not result in the ownership of anything.
a. goods c. service
b. product d. commodities
_____33. These are products or services that consumers buy regularly or usually.
a. shopping products c. convenience products
b. specialty products d. unsought products
_____34. These are products that have unique attributes and brand recognition for which consumers are
ready to exert special effort.
a, shopping products c. convenience products
b. specialty products d. unsought products
_____35. These are products or services that consumers are either not aware of the brand existence or have
awareness of the brand however not usually consider buying it.
a. shopping products c. convenience products
b. unsought products d. specialty products
_____36. Refer to any products that are purchased by customers for their consumption.
a. shopping products c. convenience products
b. consumer products d. industrial products
_____37. Refer to any products that are purchased by individuals or institutions for the purpose of
implementing the business.
a. shopping products c. convenience products
b. consumer products d. industrial products
_____38. It refers to the name, term, signs, symbols, design, or combination of these, which serve as
identification of the products, services, or institutions that separate them from their competitors.
a. branding c. packaging
b. labeling d. tagline
_____39. A pricing strategy frequently utilized by supermarkets.
a. price lining c. marginal pricing
b. loss leader pricing d. promotional pricing
_____40. A pricing strategy involving a temporary reduction in the selling price of a product/service in
order to induce or to encourage repeat purchase.
a. price lining c. marginal pricing
c. promotional pricing d. going rate pricing
_____41. It pertains to the physical appearance of the product.
a. design c. style
b. quality d. features
_____42. This stage includes the research and development, market testing, and launching of the product.
a. Growth stage c. Introduction stage
b. Maturity stage d. Decline stage
_____43. This stage when sales are near their peak.
a. Growth stage c. Introduction stage
b. Maturity stage d. Decline stage
_____44. This stage is characterized by having sales increase at a fast rate.
a. Maturity stage c. Introduction stage
b. Decline stage d. Growth stage
_____45. Which of the following is NOT a product strategies in establishing products and services?
a. branding c. advertising
b. packaging d. labeling
_____46. Statement I – Industrial products refer to any products that are purchased by individuals or
institutions for the purpose of implementing the business.
Statement II – Shopping products are products that have unique attributes and brand recognition
fow which consumers are ready to exert special effort.
a. Only statement is true c. Only stament II is true
b. Both statements are true d. Both statements are false

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_____47. Statement I – Perceptual mapping involves the identification of a competitive brand’s position
using two variables or axes.
Statement II – Packaging pertains to the process of designing and producing container or wrapper
for products.
a. Only statement is true c. Only statement II is true
b. Both statements are true d. Both statements are false
_____48. The following are the examples of capital items, Except One.
a. generators c. computers
b. paper d. manufacturing plant
_____49. How would you arrange the stages of product life cycle?
I. Introduction Stage
II. Maturity stage
III. Decline stage
IV. Growth stage
a. I, III, IV, II c. I, IV, II, III
B. IV, I, III, II d. I, II, III, IV
_____50. What is the fundamental role of packaging for the product?
a. To attract more customers
b. To give product information to customers
c. To secure the product’s condition
d. None of the above

“Striving for success without hard work is like trying

to harvest where you haven’t plant”

-David Bly

Good Luck!

Prepared by:

Mr. Roseller T. Cabasag

SHS Teacher

Parents/Guardian Signature:

___________________________________________
(Signature Over Printed Name)

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 ANSWER KEY
1. A
2. B
3. C
4. C
5. C
6. B
7. D
8. D
9. A
10. A
11. A
12. C
13. C
14. B
15. B
16. B
17. D
18. D
19. C
20. A
21. A
22. D
23. B
24. B
25. C
26. C
27. A
28. A
29. D
30. D
31. A
32. C
33. C
34. B
35. B
36. B
37. D
38. A
39. B
40. C
41. C
42. C
43. B
44. D
45. C
46. A
47. B
48. B
49. C
50. C

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