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    Grace Tirol Fajutagana
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    1. The document provides directions for a marketing exam for Senior High students at Our Lady of Fatima University. 2. The case study asks students to identify the needs and wants of three market segments targeted by Victoria Court drive-in hotel and restaurant, and to evaluate their strategy to resegment the market. 3. The essay questions ask students to define marketing according to Boone and Kurtz, differentiate transactional and relationship marketing, identify and explain the four Ps of the marketing mix, and discuss the market environment.

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    MARKETING-MODULAR-CLASS-1ST-QUARTER-EXAMINATION

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    1. The document provides directions for a marketing exam for Senior High students at Our Lady of Fatima University. 2. The case study asks students to identify the needs and wants of three market segments targeted by Victoria Court drive-in hotel and restaurant, and to evaluate their strategy to resegment the market. 3. The essay questions ask students to define marketing according to Boone and Kurtz, differentiate transactional and relationship marketing, identify and explain the four Ps of the marketing mix, and discuss the market environment.

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    39 views2 pages

    Marketing Modular Class 1ST Quarter Examination

    Uploaded by

    Grace Tirol Fajutagana
    1. The document provides directions for a marketing exam for Senior High students at Our Lady of Fatima University. 2. The case study asks students to identify the needs and wants of three market segments targeted by Victoria Court drive-in hotel and restaurant, and to evaluate their strategy to resegment the market. 3. The essay questions ask students to define marketing according to Boone and Kurtz, differentiate transactional and relationship marketing, identify and explain the four Ps of the marketing mix, and discuss the market environment.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 2

    OUR LADY OF FATIMA UNIVERSITY – QUEZON CITY

    BASIC EDUCATION DEPARTMENT


    SENIOR HIGH SCHOOL DEPARTMENT
    1st QUARTER EXAMINATION – S.Y. 2020-2021
    SHS PRIMARK – PRINCIPLES OF MARKETING

    GENERAL DIRECTIONS:
    1. Use No. 2 Mongol Pencil only.
    2. Supply all needed information in the answer sheet provided
    3. Read each questions carefully.
    4. Shade the circle that corresponds to your answer.
    5. Do NOT use your mobile phone while the test is going on.
    6. Sign the attendance sheet before you leave the testing area.

    I. CASE STUDY (20 pts)

    1. Victoria court drive-in Hotel and Restaurant is a chain of full service motels in Metro Manila catering mostly
    to the upper income market segment. The traditional market for drive-in hotels and motels are lovers who avail
    of one of many specially designed “theme” rooms (Japanese room, Mobile suite, etc.) for three hours. In early
    1990’s, Victoria Court embarked on an aggressive campaign to attract two additional segments of the market:
    The husband and wife; and the party market. Their mission is to slowly transform their image to one that is
    issued predominantly for legitimate purposes such as for resting, or for group social occasions. They have also
    acquired Hotel La Corona located in busy Ermita in Manila and was affiliated with the Best Western
    international hotel group.

    A. Identify the needs and wants of each of the three B. Given the traditional image for motels, do you
    market segments targeted by Victoria Court; agree with the resegmentation strategy embarked
    by the Victoria Court group?

    SHS PRINCIPLES OF MARKETING Page 1


    II. ESSAY (10 pts each) 3. Identify and explain the 4P in Marketing Mix

    1. Explain the definition of Boone and Kurts in


    principles of marketing (2013) that marketing is
    defined as an organizational function and set of
    process for creating, communicating and delivering
    value to customers.

    4. Discuss in your own words the Market


    Environment.
    2. Explain and Differentiate the transaction based
    marketing and relationship marketing.

    SHS PRINCIPLES OF MARKETING Page 2

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