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Principles of Marketing Exam1

mathematics (AMA University)

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PRINCIPLES OF MARKETING
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3 QUARTER EXAM
Made by Venjie Embayarte

Approaches to Customer Value is/are:

All of the above

He/ She is responsible for planning, developing, and directing the marketing efforts for a particular
product or brand.

Brand Manager

This is the decision processes and acts of people involved in buying and using products.

Buying Behavior

This is the process when a customer investigates or tests the supplier’s capabilities and performance or
cross verifies the product or brand's usefulness.

Exploration

Gather lots of open-ended data from many people to better understand a problem or opportunity.

Exploratory market research

This concept specializes in making production as much as possible of a given product or service.

Production Concept

Focus groups typically consist of _________.

8-12

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These factors are the relationship between buyers and sales representatives of various competitor
companies.

Interpersonal factors

These individuals monitor the performance of public companies in your space.

Industry analysts

Referred as to as either trade or commerce or distribution.

Marketing Activities

These are shifts towards personal independence and individualism and a preference for a healthy,
natural lifestyle.

Lifestyles

Which is/are the objective and goal or marketing ?

All of the above

A decision processes and acts of people involved in buying and using products.

Buying Behavior

____________ is the data that the company has collected directly or that has been collected by a person
or business hired to conduct the research.

Primary Information

Individual identifies with the group to the extent that he takes on many of the values, attitudes or
behaviors of the group members.

Reference Groups

Strategic Marketing Solutions can help with your traditional marketing strategies by:

All of the above

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Obtains answers to previously identified issues that are often brought to attention through exploratory
research.

Specific research

_______________ is the process of collecting data to determine whether a particular product/service

will satisfy the needs of your customers.

Market Research

_______________ is the act of taking care of the customer's needs by providing and delivering
professional, helpful, high quality service and assistance before, during, and after the customer's
requirements are met.

Customer Service

This also includes a willingness to learn– providing good customer service is a continuous learning
process.

Adaptability

This can be reduced by warranties, after sales communication etc.

Post-Purchase Evaluation

The degree to which a reference group will affect a purchase decision depends on an individual's
susceptibility to reference group influence and the strength of his/her involvement with the group.

Disassociate groups

An open group of individuals who have similar social rank. US is not a classless society.

Social Class

Refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and
transmitted to the next generation.

Culture

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Represents the sales process between organizations or institutions.

B2B

Represents a mix between the internal and external forces which surround an organization and have an
impact upon it, especially their ability to build and maintain successful relationships with target
customers.

Marketing environment

_____________ desired state and the actual condition, deficit in assortment of products.

Awareness of need

Refers to individual differences in characteristic patterns of thinking, feeling and behaving.

Personality

_______________ is the process when the customer understands the motivational values of the
supplier or the products he sells.

Awareness

This is a set of moral principles or values that an employee abides by and uses in their job performance.

Work Ethics

A form of cross-promotion in which promotional companies commit to surpassing traditional

advertisement techniques and to include extra appeals to the products they offer.

Cross-media marketing

This concept determines what the consumer wants, then produces the same and sells the same,
avoiding having a dissatisfied customer.

Marketing Concept

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Which does not belong to Traditional Marketing ?

Browsing the internet

Asking customers a series of questions to better understand how they feel about a product’s features.

Surveys

______________ is made up of factors within the firm itself.

Internal Environment

________________ is the oldest form of traditional marketing. Loosely defined as advertising in paper
form, this strategy has been in use since ancient times.

Print Marketing

_______________ is focused on the desires of consumers that belong to reference groups.

Affinity marketing

Focus on the whole relationship between suppliers and customers.

Relationship Marketing

It's the most recognizable type of marketing, encompassing the advertisements that we see and hear
every day.

Traditional Marketing

This is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.

Marketing Plan

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_________________ focuses on customer loyalty and long-term customer engagement rather than
shorter-term goals like customer acquisition and individual sales.

CRM

Consists of selecting a segment of the market as the company’s target market and designing the proper
“mix”.

Marketing Strategy

____________ data that an outside entity has already gathered.

Secondary information

An internal energizing force that orients a person's activities toward satisfying a need or achieving a goal.

Motives

The development of an ongoing connection between a company and its customers.

Customer Relationship

Market research helps you to:

Spot or anticipate market trends or changes

A process in which the organization gives a single order to a single organization for supplying a full
system.

Systems buy

Gather information simply by watching how a subject interacts with a product, the technique is
observation.

Observation

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_____________ is the process of selecting, organizing and interpreting information inputs to produce
meaning.

Perception

Reactions of consumers to the firm’s communications/advertising program

Advertising Research

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PRINCIPLES OF MARKETING
th
4 QUARTER EXAM
Made by Venjie Embayarte

The paths that products and services take on their way from the manufacturer or service provider to the
end consumer.

Distribution channels

Affecting the macro environment relate to forces that affect how consumers spend and their purchasing
power.

Economic

Current Situation – Consumer Analysis:

None of the above

Outsider attacks on the part of individuals attempting to gain unauthorized access to the network of the
targeted organization.

External threats

_____________ is a diagrammatic technique used by asset marketers that attempts to visually display
the perceptions of customers or potential customers.

Perceptual Mapping

______________ means raising awareness of a brand, product or service within a market; telling a story
to encourage consumer engagement.

Promotion

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Refer to the creation of new technologies and how they shape products, product development, and
access to new market opportunities.

Technological

It defines your pricing structure, gross margin levels, and any discount that you plan to use.

Pricing and gross margin targets

Is a qualitative methodology used to describe traits of humans on psychological attributes.

Psychographics

Consists of the actual organizations, groups, and persons with whom an organization interacts and
conducts business.

Specific Environment

Marketing Strategy – Promotion includes:

Promotional goals

_______________ competition by product line or service and market segment.

Competitive Analysis

___________ means more than just proof of purchase.

Physical evidence

This is empowering your customers, creating greater efficiency and accessibility of your products

Trapped value

Composed of norms, customs, and values on such matters as human rights; trends in education and
related social institutions; as well as demographic patterns in society.

Sociocultural conditions

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A potentially favorable condition in which a business can capitalize on a changing trend or an increasing
demand for a product by a demographic group that has yet to be recognized by its competitors.

Market Opportunity

This is the one feature or the perceived benefit of a good which makes it unique from the rest of the
competing brands in the market.

USP

Identify if it is Strengths, Weaknesses, Opportunities or Threats “Can rebuild their brand and come back
stronger”

Opportunities

Financial Summary consist of :

Pro-forma monthly income statement

A written account that gives an overview of the main points of a longer report, marketing plan, etc.

Executive Summary

Individuals, groups, and other organizations/institutions that hold an equity interest in the business.

Investors/owners

Identify if it is Strengths, Weaknesses, Opportunities or Threats “ Strong brand recognition”

Strengths

Consists of all the background conditions in the external environment of an organization

General Environment

Can take the form of a purely verbal description of the strategic options which have been chosen.

Strategy statement

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Ultimately involve human populations that patronize businesses and contribute to the economy.

Demographics

Describe your industry, including its current size and historic growth rate as well as other trends and
characteristics.

Industry Description and outlook

______________ is a marketing strategy where a business will use short-term campaigns to spark
interest and create demand for a product, service or other offers.

Sales promotion

Main contents of a marketing plan are:

All of the above

Made up of the total number of potential buyers of a product or service within a given market.

Market Size

Refers to anything that’s being sold – a physical product, service or experience.

Product

________________ are represented by individuals who purchase goods, products or services for their
own consumption.

B2C

Identify if it is Strengths, Weaknesses, Opportunities or Threats “Those who were regular donors might
decide to switch to a different foundation”

Threats

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This concept determines what the consumer wants, then produces the same and sells the same,
avoiding having a dissatisfied customer.

Marketing Concept

Providers of the human, information, and financial resources and raw materials needed for the
organization’s operations.

Suppliers

Factor in Macro Environment-35

Technology

Composed of government agencies and representatives, at the local, state, and national levels, that
enforce laws and regulations affecting the organization’s operations.

Regulators

This is improving the functionality of your existing products.

Horizontal value

It creates public awareness for a brand.

Publicity and public relations

The development of an ongoing connection between a company and its customers.

Customer Relationship

Facts for this section will come from management accounting, costing and finance sections.

Financial data

Referring to a physical location, it could mean selling via a website, catalog, social media, utilizing trade
shows and, of course, brick and mortar stores.

Place

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A transaction that reflects what businesses do attract and keep their employees in terms of recruitment
tactics, benefits and opportunities

B2E

______________ is a method of analyzing the operating environment of a competition of a business.

Porter’s Five Forces

Represent the ability of online users to interact directly with each other, without the need for an
intervening organization other than to facilitate the communication.

C2C

Marketing Strategy – Distribution includes:

All of the above

Develop when governmental institutions become sellers and citizens assume the role of buy

G2C

A comprehensive document or blueprint that outlines a company’s advertising and marketing efforts for
the coming year.

Marketing Plan

Describes a blend of promotional variables chosen by marketers to help a firm reach its goals.

Promotional Mix

Identify if it is Strengths, Weaknesses, Opportunities or Threats “Livestrong’s credibility has seriously

been put into question as a result of the Lance Armstrong doping scandal”

Weaknesses

Refer to the processes and methodologies businesses use to set prices for their products and services.

Pricing strategy

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