Department of Education

Division of Zamboanga del Norte

Polanco National High School (Senior High School)
PRINCIPLES OF MARKETING
1st Quarter Examination, SY 2019-2020

Name:_____________________________________________ Score:_________________

Grade & Strand:_____________________________________ Date:__________________

Multiple Choice.
Directions: Write the letter of the correct answer on the space before each number. Your answer must be in
Capital Letter. NO ERASURES!

_____1. In the organizational structure, it is responsible for managing of income and expenses of a company.
a. Sales and Marketing c. Human Resource and Training
b. Production d. Finance and Accounting
_____2. An activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.
a. Market b. Consumerism c. Marketing d. Promotion
_____3. It is a state of felt deprivation about something that is deemed to be necessary.
a. Need b. Wants c. Expectations d. Market
_____4. These are the specific manifestations of needs.
a. Needs b. Wants c. Expectations d. Market
_____5. The part of the organization that manages the staffing and training of people to be efficient and
productive in their workplaces.
a. Sales and Marketing c. Human Resource and Training
b. Production d. Finance and Accounting
_____6. A tool in marketing that helps companies to identify the right product to offer to the market, deter-
mine the right price and place to avail the product, and select the most appropriate promotional tools
to carry out the persuasive message.
a. Modern Marketing System c. Sales Promotion
b. Marketing Mix d. Consumerism
_____7. These are wants that are backed by purchasing power.
a. Needs b. Wants c. Expectations d. Demands
_____8. If a firm can offer a product or service far quicker than alternative providers, the customer will also
value this speed of service, this utility is called _______________.
a. Place Utility b. Time Utility c. Form Utility d. Possession Utility
_____9. The convenience offered by making a product available around the proximity of the customer
a. Place utility b. Time utility c. Form Utility d. Possession Utility
_____10. This mindset is called ______________ and it is often colloquially referred to as “building a better
mousetrap.”
a. seller’s market b. product orientation c. sales orientation d. marketing orientation
_____11. Customer segmentation is an example of _________________.
a. strategic marketing c. tactical marketing: value deployment
b. tactical marketing: value communication d. strategic planning
_____12. Elements of 3Cs in Marketing
a. Customer, company, commitment
b. Customer, cooperation, competition
c. Customer, communication, commitment
d. Customer, company, competition
_____13. Which of the following is not an advantage of having a strong relationship marketing?
a. Maintain long-term customer relationship
b. Provides feedback mechanism
c. Receive referral from unsatisfied customers
d. Gives competitive edge.
_____14. Which of the following is NOT a common tool that marketers use in promoting products or services?
a. personal selling b. sales promotion c. publicity d. pyramiding
_____15. What are the essential variables of Modern Marketing System?
I. Company
II. Supplier
III. Competitors
IV. Promotion
V. Consumers

a. I, II, III, & IV b. I, II, IV, & V c. II, III, IV, & V d. I, II, III, & V

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_____16. Type of customers that purchase goods or render services for the production of their products or
services.
a. consumer markets c. business markets
b. government markets d. international markets
_____17. A set of activities designed to develop and manage customer loyalty and long-term customer
relationship.
a. Customer relationship management c. Value of customer
b. Relationship marketing d. Customer satisfaction
_____18. The process of dividing the entire market consumers into a particular groups whose likeness makes
them a market for specific products or services, which satisfy their distinct needs.
a. Customer value c. Market segmentation
b. Basic relationship d. Frequency marketing program
_____19. The overall process of building and maintaining profitable customer relationship by delivering
superior customer value and satisfaction.
a. Customer relationship management c. Development marketing
b. Relationship marketing d. Loyalty management
_____20. Type of customers that purchases commodities or services to provide public services.
a. government markets c. public markets
b. media markets d. international market
_____21. A relationship development strategy that provides loyal customers who regularly buy goods or
services in big amount with rewards in a form of points, discounts, freebies, coupons, and gift
certificates.
a. Frequency marketing program c. Sales promotional strategy
b. Full-part partnership d. Customer relations program
_____22. Type of customers that purchases products or services that they resell and gain profit from it.
a. industrial markets c. business markets
b. commercial markets d. reseller markets
_____23. A relationship development strategy that provides sponsorships for clubs, which give special
benefits to members and from member communities.
a. membership marketing strategy c. consumer relationship program
b. club marketing program d. sponsorship strategy
_____24. A relationship development strategy that establishes a relationship with their customers through
brand advertisements, publicities, public relations activities and social media.
a. club marketing program c. basic relationship
b. customer relationship program d. promotional strategy
_____25. Companies with having identified few and high margin target customers sort to this kind of
relationship.
a. Full-part partnership c. Basic relationships
b. Club marketing program d. Frequency marketing program
_____26. These markets are the mothers, teenagers, young executives, farmer.
a. business markets c. reseller markets
b. consumer markets d. government markets
_____27. The three elements of strategic customer satisfaction management are market segmentation,
leadership, and ____________________.
a. communication c. planning
b. feedback and reward system d. controlling
_____28. ____________ is an excellent source of referrals.
a. feedback c. complaint
b. suggestion d. promotion
_____29. They are the distributors or the selling arm of the company.
a. internal customers c. managers
b. external customers d. sales force
_____30. It is based on the perceived performance of the product in connection with the expectations of the
customer.
a. customer need c. customer satisfaction
b. customer wants d. customer demand
_____31. What are the important elements of Customer Relationship Management?
a. Customer value and customer satisfaction
b. Customer demand and customer satisfaction
c. Customer value and customer needs
d. Customer expectation and customer satisfaction
_____32. Statement I – Customer satisfaction is based on the perceived performance of the product in
connection with the expectations of the customer.
Statement II – Relationship marketing is a set of activities designed to develop and manage customer
Loyalty and long-term customer relationship.

a. Only statement is true c. Only statement II is true

b. Both statements are true d. Both statements are false

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_____33. Statement I – The relationship marketing is a set of activities designed to develop and manage
customer loyalty and long-term customer relationship.
Statement II – CRM stands for Customer Relationship Marketing

a. Only statement I is true c. Only statement II is true

b. Both statements are true d. Both statements are false
_____34. What is the main function of training officers?
a. To provide incentives and bonuses
b. To provide capacity and capability building programs to different personnel.
c. To continue monitor the performance of the employees.
d. To protect the rights of the employees.
_____35. What could be done to maximize the delivery of excellent customer service culture?
I. Provide product knowledge
II. Train employees
III. Establish system
IV. Attend to issues
V. Hire more employees

a. I, II, III & V b. I, II, III & IV c. II, III, IV, & V d. I, II, IV, & V
_____36. A term used by marketers in referring to the various factors and potent players that make an impact
on the ability of the company to establish and sustain a profitable relationship with its target
customers.
a. macro environment c. microenvironment
b. tactical marketing d. marketing environment
_____37. The means that the marketers identify in reaching the goals.
a. macro environment c. tactical marketing
b. marketing environment d. strategic marketing
_____38. The plan that marketers design in accomplishing goals.
a. marketing environment c. tactical marketing
b. strategic marketing d. macro environment
_____39. Comprises of individuals or institutions that provide resources necessary for the company.
a. macro environment c. suppliers environment
b. microenvironment d. marketing intermediaries
_____40. Individuals or institutions that support the operations of marketing by promoting selling,
distributing the goods to the customers.
a. suppliers environment c. customers environment
b. market intermediaries d. competitors environment
_____41. Comprises of groups that have possible concerns or effect on the ability of the company to attain
its goals.
a. competitors environment c, suppliers environment
b. customers environment d. public environment
_____42. These factors can force or restrain different groups or individuals in the given society.
a. political factors c. cultural factors
b. economic factors d. technological factors
_____43. These are institutions and other factors that make an impact on the basic values, perspective,
choice, and other behaviors.
a. political factors c. cultural factors
b. economic factors d. technological factors
_____44. Its deals mainly with the population of human according to size, density, location, age, gender,
race, occupation, and other statistics essential in the description of the market.
a. political factors c. cultural factors
b. demographic factors d. economic factors.
_____45. Which of the following is Not an example of cultural factors?
a. occupation b. festivals c. religion d. language
_____46. Which of the following statement is True?
a. The baby boomers are the middle age group going to old age.
b. The generation Y is synonymous to MTV generations
c. The generation X is the millenial generation
d. None of the above
_____47. Statement I – The external environment comprises of factors inside the company that affects the
performance of marketing efforts.
Statement II – Microenvironment is part of the external environment in marketing.

a. Only statement I is true c. Only statement II is true

b. Both statements are true d. Both statements are false

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_____48. Statement I – Technological factors are variables that produce new technologies, create new
products, and discover marketing opportunities.
Statement II – Economic factors consist of variables that affects the consumers purchasing power
and patterns.

a. Only statement I is true c. Only statement II is true

b. Both statements are true d. Both statements are false
_____49. 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.
_____50. What are the factors that affect the marketing programs of the company?
I. Suppliers
II. Market Intermediaries
III. Competitor
IV. Product
V. Public
VI. Customer

a. I, II, III, V, & VI c. I, III, IV, V, & VI

b. II, III, IV, & VI d. I, II, III, IV, & V

“Dreams don’t work unless You do”

Good Luck!!!

Prepared by:

Mr. Roseller T. Cabasag

SHS Teacher

_________________________________________________
Signature over Printed Name of Parents/Guardian

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

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