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2nd quarter PRIN. OF Marketing-EXAM - with answer key

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MALLIG NATIONAL HIGH SCHOOL

Fourth Quarter Examination
Principles of Marketing
School Year 2018 – 2019

MULTIPLE CHOICE. DIRECTIONS: Read the questions carefully and select the best answer. Write the letter of your
choice before the number.

1. This refers to the mode by which the product concept seeks to make money so that it can have a sustainable operation is
called _______________.
a. Business Model b. Company Model c. Corporate Model d. Main Model

2. Some are alternative forms of business model EXCEPT:

a. advertising b. endorsement c. donations d. rent or lease

3. Which of the following is the critical part of business modeling EXCEPT:

a. Balancing act between the target number of consumers
b. The profit margin goal per unit sold
c. The acceptability of the resulting price
d. The gross national product increases

4. This refers to intangible offerings that are abstract in nature and cannot be observed with the senses; in fact, a key
characteristic of services is that the act of delivery itself is the product is called ______________________.
a. Goods b. Services c. Strategy d. Wholesaler

5. Some are examples of services as products EXCEPT:

a. Banking, investments, and insurance c. Restaurants, bars, and catering
b. Hotel accommodations d. News and Journalism

6. Can be in the form of tickets, souvenir programs, thank you cards, small giveaways, gift bags with the branding of the
service, or even complementary low-cost items, that can help to stimulate recollection among consumers and better yet,
remind them about coming back for more is called ___________________.
a. Tangible Mementos b. Points of Contact c. User Interface d. Personnel Selection

7. It is a mark of distinction that can be sensed usually in the form of names or terms, signs or symbols, design elements,
or even a combination of these, and is utilized for the purpose of identifying and distinguishing the goods or services of
one provider from another is called ____________________.
a. Brand b. Logo c. Packaging d. Positioning

8. These are functions of a brand, it identifies the product or service, enabling consumers to accept, reject, or
communicate their opinions about it to others, It communicates messages to the markets and to the public at large, whether
the messages are intentionally or unintentionally generated, and _______________.
a. It functions as a legal property, allowing its owners to invest in building up the value of the brand.
b. It functions as a real estate property, allowing its owners to invest in building up the value of the brand.
c. It functions as a mortgage property, allowing its owners to invest in building up the value of the brand.
d. It functions as a judicial property, allowing its owners to invest in building up the value of the brand.

9. Why pay so much attention to brands?

a. because branded products can last longer and better in quality
b. because branded products cannot last longer and better in quality
c. because branded products can last longer and not better in quality
d. because branded products cannot last longer and not better in quality

10. The following are the steps in developing a new brand.

I. STEP 1: DEVELOP THE BRAND STRATEGY
II. STEP 2: DEVELOP THE CREATIVE THEME
III. STEP 3: CREATE THE NAME
IV. STEP 4: TEST THE NAME
V. STEP 5: SCREEN FOR TRADEMARK AVAILABILITY
Choose the best statement above.
a. I, II, III, & V b. I, III, IV, & Vc. I, II, III, IV, & V d. none of the above

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11. Which of the given statement is false?

a. You will need the services of a trained graphic designer, an expert in selecting the proper color palettes that can best
represent the brand’s personality, inferences, objectives, market, and product lineup.
b. Fonts are the letters to be used for your brand name. You can use existing publicly available fonts, or you could buy
commercial fonts. Those with even bigger budgets can actually commission the creation of custom fonts.
c. Symbols, icons, shapes, and other images that you want to associate with the brand, which helps in generating brand
recall across different media and materials.
d. Each large and machinery has its own particular characteristic and can have an effect on the overall response to
branding efforts.

12. What if you want to keep your selected brand name but it is already taken in a foreign market?
I. Option # 1: If your business has sufficient resources, you can try to buy out the foreign brand owner.
II. Option # 2: Simply register a different brand name in those markets.
Choose the best statement above:
a. I only b. II only c. I & II d. none of the above

13. What is the Product Mix?

a. It is the set of all products that a business offers for sale and is categorized along the following dimensions the length,
width, and depth.
b. It is the set of all products that a business offers for sale and is categorized along the following dimensions the length,
width, depth, and height.
c. It is the set of all products that a business offers for sale and is categorized along the following dimensions the length,
width, depth, and consistency.
d. It is the set of all products that a business offers for sale and is categorized along the following dimensions the length
and width.

14. Promotions can focus on this product and the brand recognition may be imbued onto the other products in the line as
well is referred to as ________________.
a. Line Featuring b. Line Imaging c. Line Graph d. Line Institution

15. Aggressively promotion of a product that offers great value is called ________________.
a. Line Featuring b. Line Imaging c. Line Graph d. Line Institution

16. SRPs are intended to be pricing tools for suppliers so that they can somehow control the list price of their products at
the store level. SRP stands for?
a. Suggested Retail Price
b. Selling Retail Price
c. Sold Retail Price
d. Sum Retail Price

17. Before setting the final retail price for a product, you must need to have a ____________________.
a. proper due diligence should be done in order to ensure that all possible costs are accounted for
b. proper due diligence should not be done in order to ensure that all possible costs are accounted for
c. proper due diligence should not be done in order to ensure that all possible costs are not accounted for
d. proper due diligence should be done in order to not ensure that all possible costs are accounted for

18. The big difference when you are buying in the shopping mall center and in the tiangge/baratilyo is that you cannot
make ________________ in the shopping mall centers.
a. ningas kugon b. tawad c. pakikisama d. dagdag/bawas

19. If the price of the hotdog bun increases, what happens to the demand of a hotdog?
a. Nothing. Consumers will continue to buy hotdog buns
b. Depends on the brand of the bun
c. The demand decreases
d. The demand increases

20. The responsiveness of demand/supply to a change in its determinant is called ______________________.

a. elasticity b. inelasticity c. high price d. low price

21. The law of supply and demand states that _________________.

a. When supply is greater than the demand, prices increase. When demand is greater than supply, price increases.
b. When supply is lower than the demand, prices increase. When demand is lower than supply, price increases.
c. When supply is greater than the demand, prices decrease. When demand is greater than supply, price increases.
d. When supply is greater than the demand, prices increase. When demand is greater than supply, price decreases.

22. Pricing objectives comprises, survival, current profit maximization, market share leadership, and _____________.
a. product quantity leadership c. product quantity analysis
b. product quality leadership d. product quality analysis

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23. If the price of the refined sugar increases, what happens to the demand of brown sugar?
a. The demand increases
b. The demand decreases
c. Depends on the weight of the product
d. Nothing. The consumer will still buy refined sugar.

24. How can you tell if the price of a product is high, low or medium?
I. The fact is, you really cannot tell if a price is high or low until you get to compare it with a point of reference.
II. For most cases, the point of reference will be the market leader because, by definition, it is the most popular product in
the category.
a. I only b. II only c. I and II d. None of the above

25. What is a prestige card?

a. It is an advantage card used by the customers with a maximum purchase amount of P300,000.00 annually.
b. It is an advantage card used by the customers with a maximum purchase amount of P100,000.00 annually.
c. It is an advantage card used by the customers with a maximum purchase amount of P500,000.00 annually.
d. It is an advantage card used by the customers with a maximum purchase amount of P1,000,000.00 annually.

26. It involves setting the price high in order to milk the segments with higher disposable incomes, with the price
gradually being reduced over time to milk the next income tiers, and so on is called ________________.

a. Market skimming b. Market penetration c. Market analysis d. Market expert

27. The following are examples of psychological pricing:

I. Odd Number Pricing
II. Free Pricing
III. Never end Pricing
a. I only b. II only c. I and II d. III only

28. This is an example of product mix pricing where bundling the slower moving products together with star performers
can be a strategic option what is it?
a. product bundle pricing c. by product pricing
b. captive product pricing d. optional feature pricing

29. There are three key objectives of place distribution design except:
a. to effectively reach your target market c. to maintain consistency
b. to minimize costs of dissemination d. to maximize costs of dissemination

30. These are the set of interdependent organizations that are involved in the process of making a product or service
available for use or for consumption by the consumer or individual user is called ______________.
a. Distribution strategy c. Distribution system
b. Distribution channels d. Distribution method

31. There are eleven functions of distribution channels namely: Gather information about customers, communicate and
promote products, reach the proper market, negotiate with buyers, take orders, finance inventory-keeping, finance
consumer purchases, assume risks of channel work, move physical products, provide payment facilities, and…
a. oversees transfer of ownership c. overlook transfer of title
b. incorrect transfer of channels d. oversees transfer of mortgage

32. They are the companies that exist to serve as Internet-based distribution points for a number of manufacturers and
dealers is called _________________.
a. advertisers b. retailers c. online resellers d. wholesalers

33. It serves as a sort of one-stop shop and firms that supply to VARs hope to become exclusive suppliers for particular
system components. In the VARs acronym what is R stands for?
a. Renewal b. Reseller c. Rent d. Reduce

34. For high-markup durable goods, such as automobiles or even condominium units, that command premium prices due
to prestige is called ________________.
a. convenience stores b. discount stores c. showroom d. super stores

35. This refers to products that somehow make it to the market without going through official distribution channels is
called_______________.
a. gray market goods b. bevlen goods c. giffen goods d. dry goods

36. It is not uncommon for technologically savvy consumers to visit physical shops to check on the prices of products
there, and then immediately do online price comparisons on their smartphones to see how are the prices compare with that
of online retailers is called ______________.
a. online vs. brick-and-mortar c. online vs. gray market
b. online vs. shopper d. online vs. global market

37. Some are the following concepts on regionalization and localization.

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I. As global markets open up, manufacturing may tend to become concentrated so that local manufacturers become
displaced in favor of having single manufacturers that service multiple countries.
II. On the other side of the coin, there are products that fare better if they are localized or customized according to local
tastes and preferences, which is also true for services.
a.I only b. II only c. I & II d. none of the above

38. The standard salesforce structure are:

I. Territorial salesforce structure
II. Product salesforce structure
III. Customer salesforce structure
IV. Complex salesforce structure
a. I, II, & III b. I, II, III, & IV c. I, III, & IV d. II, III, & IV

39. Compensation tools are:

I. Salary
II. Commissions
III. Bonuses
IV. Benefits
V. Government mandated benefits
a. I, II, & III b. I, III, & IV c. I, II, III, & IV d. I, II, III, IV, & V

40. What are sales call reports?

a. These are reports that strive to capture the most important information that can be extracted from sales calls such as
contact persons, outcomes, products that clients showed interest in, products that did not interest the client, reasons for
interest and disinterest, potential sales, and what sales strategies worked and did not work.
b. These are reports that does not strive to capture the most important information that can be extracted from sales calls
such as contact persons, outcomes, products that clients showed interest in, products that did not interest the client,
reasons for interest and disinterest, potential sales, and what sales strategies worked and did not work.
c. These are reports that strive to capture the least important information that can be extracted from sales calls such as
contact persons, outcomes, products that clients showed interest in, products that did not interest the client, reasons for
interest and disinterest, potential sales, and what sales strategies worked and did not work.
d. These are reports that strive to capture the most important information that cannot be extracted from sales calls such as
contact persons, outcomes, products that clients showed interest in, products that did not interest the client, reasons for
interest and disinterest, potential sales, and what sales strategies worked and did not work.

41. The portfolio of media that may be employed to deliver messages to the market in order to achieve business objectives
is called ________________.
a. Marketing mix b. Promotions mix c. Wholesale mix d. XYZ mix

42. There are three elements of promotions mix such as: above-the-line communications, below-the-line communications,
and ________________.
a. through-the-line communications c. into-the-line communications
b. up-to-the-line communications d. down-to-the-line communications

43. This refers to person-to-person communications:

a. personal communications c. online communications b.
telephone communications d. automobile communications

44. This remains as the most powerful tool for reaching a national audience with reasonable cost efficiency is called
__________________.
a. advertising on television b. advertising on radio c. advertising on print d. advertising on media

45. This is a quick warning about circulation figures: Most magazine publishers are tempted to overstate not just their
circulation numbers but even their print runs! Circulation is also overstated using something is referred to as_____.
a. pass-on readership c. pass-at readership
b. pass-by readership d. pass-in readership

46. What is the top most watch TV channel in the Philippines? _________________.
a. ABS-CBN c. GMA c. CNN d. MYX

47. The current social media triumvirate that works well for many enterprises (for now) is called ______________.
a. Facebook, Instagram, and Twitter c. Spotify
b. Friendster d. Youtube

48. The 4Ps of the communication strategy need to deliver on the promise of the positioning statement are
________________________.
a. Product, Price, Place, and Promotions c. People, Packaging, and Positioning
b. Product, Processes, Place, and Packaging d. Product, People, Price, Positioning

49. KRAs refer to general areas of outputs or outcomes for which the department's role is responsible. KRA is a strategic
factor either internal to the organization or external, where strong positive results must be realized for the organization to
achieve its strategic goal(s). So KRA stands for?

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a. Key Result Areas c. Key Rent Areas

b. Key Review Areas d. Key Read Areas

50. KPIs is a measurable value that demonstrates how effectively a company is achieving key business objectives.
Organizations use KPIs at multiple levels to evaluate their success at reaching targets. So KPI stands for?
a. Key Performance Indicators c. Key Prime Indicators
b. Key Practice Indicators d. Key Parade Indicators

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