This document provides a midterm exam reviewer for a Marketing Management course compiled from questions submitted by students and selected by the professor. It contains the professor's notes explaining that the questions were made by students for students, chosen to demonstrate key concepts, and may be modified during the actual exam. It then provides several multiple choice marketing questions along with the concepts they assess, such as the marketing mix, core competencies, customer relationship management, and consumer behavior topics.

1. LEARNING by
COACHING
Midterm Exam Reviewer
for Marketing Management
from Questions
submitted by v50 students
Compiled and Edited by
Prof. Remigio Joseph A. De Ungria Jr., MBA
Ateneo Graduate School of Business

2. Professor’s Note:
These test questions were….
 Made by students, for students.
 Selected from the hundreds of questions
 Chosen since these demonstrate key marketing
concepts
 Posted on-line ahead of the test, to encourage
students to prepare for the midterms instead of using
common sense and luck.
 May be modified during the actual exam so that the
right answer becomes different.

3. Exam Tip:
Learn the Concept
Don’t Memorize the Answer

4. 1. Marketing is meeting ___ profitably.
(use AGSB class definition not Kotler’s)
A. Needs
B. Wants
C. Demands
D. Needs, Wants or Demands
E. Stated and Unstated Needs
4

5. 1. Marketing is meeting ___ profitably.
(use AGSB class definition not Kotler’s)
A. Needs
B. Wants
C. Demands
D. Needs, Wants or Demands
E. Stated and Unstated Needs
5

6. 2. Services have these inherent
characteristics except
A. Variability
B. Perishability
C. Measurability
D. Intangibility
E. Separability
6

7. 2. Services have these inherent
characteristics except
A. Variability
B. Perishability
C. Measurability
D. Intangibility
E. Separability
7

8. 3. Which of the following is true?
A. Direct marketing is a form of mass communication
B. Word of mouth is 1 of the accepted modes
of marketing communication
C. Advertising is a direct communication method
D. Sales promotion is equally important for consumer
and industrial goods
E. Public Relations targets an immediate product sale.
8

9. 3. Which of the following is true?
A. Direct marketing is a form of mass communication
B. Word of mouth is 1 of the accepted modes of
marketing communication
C. Advertising is a direct communication method
D. Sales promotion is equally important for consumer
and industrial goods
E. Public Relations targets an immediate product sale.
9

10. 4. Doctors seeing patients is an
example of
A. Pure product
B. Pure service
C. Hybrid of product and service
D. Intangible Product
E. Tangible Service
10

11. 4. Doctors seeing patients is an
example of
A. Pure product
B. Pure service
C. Hybrid of product and service
D. Intangible Product
E. Tangible Service
11

12. 5. Kotler considers this as the 5th P of the
marketing mix
A. Profits
B. Process
C. Potential
D. Packaging
E. People
12

13. 5. Kotler considers this as the 5th P of the
marketing mix
A. Profits
B. Process
C. Potential
D. Packaging
E. People
13

14. TOP 10 LEARNING QUESTIONS in
CHAPTER 2:
Developing Marketing Strategies & Plans
TEAM
14

15. 6. Which of the following are
false about core competencies?
A. It is a source of competitive advantage
B. It has applications in a wide variety of markets
C. It is difficult to imitate
D. It can obtain better quality and lower costs
E. 2 Firms can have the same core compentencies

16. 6. Which of the following are
false about core competencies?
A. It is a source of competitive advantage
B. It has applications in a wide variety of markets
C. It is difficult to imitate
D. It can obtain better quality and lower costs
E. 2 Firms can have the same core compentencies

17. 7. To ensure execution of right
activities, marketers must give
priority to-
A. Holistic marketing
B. Core competencies
C. Strategic planning
D. Value delivery process
E. Market Research

18. 7. To ensure execution of right
activities, marketers must give
priority to-
A. Holistic marketing
B. Core competencies
C. Strategic planning
D. Value delivery process
E. Market Research

19. TOP 10 LEARNING QUESTIONS
CHAPTER 4: CONDUCTING
MARKET RESEARCH AND
FORECASTING DEMAND

20. Marketing research aims to
produce _______ into the
customers’ attitudes and buying
behavior.
a. observations
b. patterns
c. insights
d. relationships

21. Marketing research aims to
produce _______ into the
customers’ attitudes and buying
behavior.
a. observations
b. patterns
c. insights
d. relationships

22. The marketing research process
involves the following steps,
except:
a. Defining a problem
b. Collecting information
c. Validate information
d. Making a decision

23. The marketing research process
involves the following steps,
except:
a. Defining a problem
b. Collecting information
c. Validate information
d. Making a decision

24. The following are ways to collect
primary data, except:
a. Surveys
b. Focus group discussion
c. Published data
d. Experiments

25. The following are ways to collect
primary data, except:
a. Surveys
b. Focus group discussion
c. Published data
d. Experiments

26. TOP 10 Learning
Questions for
Chapter 5
Creating Customer Value,
Satisfaction and Loyalty

27. 11. _________ describes the net present value
of the stream of future profits expected over
the customers lifetime purchases.
A. Customer Perceived Lifetime Score
B. Customer Lifetime Satisfaction
C. Customer’s Repeat Sales
D. Customer Lifetime Equity
E. Customer Lifetime Value
27

28. 11. _________ describes the net present value
of the stream of future profits expected over
the customers lifetime purchases.
A. Customer Perceived Lifetime Score
B. Customer Lifetime Satisfaction
C. Customer’s Repeat Sales
D. Customer Lifetime Equity
E. Customer Lifetime Value
28

29. 12. One problem that can deter a firm from
effectively using CRM is:
A. Building customer databases can be expensive
B. Not all customers want a relationship with the company
C. Getting everyone in the company to be customer-
oriented
D. Assumptions of CRM may not always hold true
E. All of the above
29

30. 12. One problem that can deter a firm from
effectively using CRM is:
A. Building customer databases can be expensive
B. Not all customers want a relationship with the company
C. Getting everyone in the company to be customer-
oriented
D. Assumptions of CRM may not always hold true
E. All of the above
30

31. TOP 10 Learning Questions for
Analyzing Consumer Markets

32. 13. _____ is the fundamental determinant of a person's
wants and behavior.
A. Culture
B. Personality
C. Religion
D. Social Influences and Environment
E. Personal Attitudes and Beliefs
32

33. 13. _____ is the fundamental determinant of a person's
wants and behavior.
A. Culture
B. Personality
C. Religion
D. Social Influences and Environment
E. Personal Attitudes and Beliefs
33

34. 14. _________ is the specific mix of human
traits that we can attribute to a particular
brand
A. Brand Association
B. Brand Personality
C. Brand Traits
D. Brand Lifestyle
E. Brand Equity
34

35. 14. _________ is the specific mix of human
traits that we can attribute to a particular
brand
A. Brand Association
B. Brand Personality
C. Brand Traits
D. Brand Lifestyle
E. Brand Equity
35

36. 15. People that are more likely to notice
stimuli that relate to a current need is
A. Selective Retention
B. Subliminal Perception
C. Selective Attention
D. Selective Distortion
E. Aided Awareness
36

37. 15. People that are more likely to notice
stimuli that relate to a current need is
A. Selective Retention
B. Subliminal Perception
C. Selective Attention
D. Selective Distortion
E. Aided Awareness
37

38. TOP 10 Learning Questions for :
Chapter 7 Analyzing Business
Marketing

39. 16 .The demand for business goods is
ultimately derived from the demand for
consumer goods. For this reason , the
business marketer must closely monitor the
___ of ultimate consumers.
A. Preference
B. Buying power
C. Desires
D. Buying pattern
E. Needs and Wants
39

40. 16 .The demand for business goods is
ultimately derived from the demand for
consumer goods. For this reason , the
business marketer must closely monitor the
___ of ultimate consumers.
A. Preference
B. Buying power
C. Desires
D. Buying pattern
E. Needs and Wants
40

41. 17. Business markets generally have
the following characteristics except:
A. Larger buyers
B. Fewer buyers
C. Geographically concentrated markets
D. Concentrated Buying Influence
E. Derived Demand
41

42. 17. Business markets generally have
the following characteristics except:
A. Larger buyers
B. Fewer buyers
C. Geographically concentrated markets
D. Concentrated Buying Influence
E. Derived Demand
42

43. 18. The following are all part of the buying
center except:
A. Sellers
B. Initiators
C. Deciders
D. Influencers
E. Gatekeeper
43

44. 18. The following are all part of the buying
center except:
A. Sellers
B. Initiators
C. Deciders
D. Influencers
E. Gatekeeper
44

45. Top 10 Questions for Chapter 8:
Identifying Market Segments and Targets

46. 19. In _____ segmentation, buyers are divided
into groups on the basis of their knowledge of,
attitude toward, use of, or response to a
product.
a) psychographic
b) behavioral
c) lifestyle
d) attitudinal
e) strategic
p.263

47. 19. In _____ segmentation, buyers are divided
into groups on the basis of their knowledge of,
attitude toward, use of, or response to a
product.
a) psychographic
b) behavioral
c) lifestyle
d) attitudinal
e) strategic
p.263

48. Crafting The Brand Positioning

49. 20

50. 20

51. 21

52. 21

53. TOP 10 Learning
Questions for
Chapter 11
Dealing with Competition

54. 22. Competitors is define as companies
that satisfies the same customer______
A. Wants
B. Needs
C. Demands
D. Needs, Wants or Demands
E. Stated and Unstated Needs
54

55. 22. Competitors is define as companies
that satisfies the same customer______
A. Wants
B. Needs
C. Demands
D. Needs, Wants or Demands
E. Stated and Unstated Needs
55

56. 23. In analyzing competition, companies must
determine the following except:
A. Strength
B. Weakness
C. Objective
D. Strategy
E. Opportunities
56

57. 23. In analyzing competition, companies must
determine the following except:
A. Strength
B. Weakness
C. Objective
D. Strategy
E. Opportunities
57

58. 24. Increasing the level of product consumption is an
example of:
A. Defending market share strategy
B. Expanding market share strategy
C. Expanding total market strategy
D. Market Follower strategy
E. Market Nicher strategy
58

59. 24. Increasing the level of product
consumption is an example of:
A. Defending market share strategy
B. Expanding market share strategy
C. Expanding total market strategy
D. Market Follower strategy
E. Market Nicher strategy
59

60. Chapter 12:
Setting Product Strategy

61. 25. Which one of the 4 is not included
in the five product levels?
A. Potential Product
B. Basic Product
C. Internal Product
D. Core Benefit
E. Extended Product

62. 25. Which one of the 4 is not included
in the five product levels?
A. Potential Product
B. Basic Product
C. Internal Product
D. Core Benefit
E. Extended Product

63. 26. Packaging aims for the following
objectives except:
A. Assist at-home storage
B. Facilitate product transportation
C. Convey descriptive and persuasive information
D. Build consumer loyalty
E. Protect the product and its contents

64. 26. Packaging aims for the following
objectives except:
A. Assist at-home storage
B. Facilitate product transportation
C. Convey descriptive and persuasive information
D. Build consumer loyalty
E. Protect the product and its contents

65. TOP 10 Learning
Questions for
Chapter 13
Designing and Managing
Services

66. 27. These strategies can produce better
match between demand and supply in a
service business, except?
A. Differential pricing
B. Reservation system
C. Nonpeak demand
D. Complementary services
E. Customer Satisfaction Monitoring systems
66

67. 27. These strategies can produce better
match between demand and supply in a
service business, except?
A. Differential pricing
B. Reservation system
C. Nonpeak demand
D. Complementary services
E. Customer Satisfaction Monitoring systems
67

68. 28. Which of the following is false?
A. Top service companies are “customer obsessed”.
B. The best service providers set high service quality
standards.
C. Consumers value convenience in services.
D. Management have a thorough commitment to
service quality.
E. Top firms audit only their own service performance.
68

69. 28. Which of the following is false?
A. Top service companies are “customer obsessed”.
B. The best service providers set high service quality
standards.
C. Consumers value convenience in services.
D. Management have a thorough commitment to
service quality.
E. Top firms audit only their own service performance.
69

70. 29. What is the supply strategy of self-
service gas stations?
A. Part-time employees
B. Peak-time efficiency
C. Increased customer participation
D. Shared services
E. Facilities for future expansion
70

71. 29. What is the supply strategy of self-
service gas stations?
A. Part-time employees
B. Peak-time efficiency
C. Increased customer participation
D. Shared services
E. Facilities for future expansion
71

72. TOP 10 Learning
Questions for
Developing Pricing
Strategies and Programs
Chapter 14

73. 30. Back-to-school sales at National
Bookstore is an example of
A. Differentiated Pricing
B. Special Discount Pricing
C. Special-event Pricing
D. Promotional Pricing
E. Price Discounts and Allowances Pricing
73

74. 30. Back-to-school sales at National
Bookstore is an example of
A. Differentiated Pricing
B. Special Discount Pricing
C. Special-event Pricing
D. Promotional Pricing
E. Price Discounts and Allowances Pricing
74

75. 31. Is an example of
A. Image Pricing
B. Differentiated Pricing
C. Channel Pricing
D. Product-form Pricing
E. Customer-segment Pricing
75

76. 31. Is an example of
A. Image Pricing
B. Differentiated Pricing
C. Channel Pricing
D. Product-form Pricing
E. Customer-segment Pricing
76

77. TOP 10 Learning
Questions for
Chapter 16
Managing Retailing,
Wholesaling, and
Logistics

78. KOTLER P.482
Paragraph 2
32. Selling to final consumers
may be done by a ___.
A. Manufacturer
B. Wholesaler
C. Retailer
D. Manufacturer, Wholesaler, or Retailer
E. Wholesaler or Retailer
78

79. KOTLER P.482
32. Selling to final consumers may be Paragraph 2
done by a ___.
A. Manufacturer
B. Wholesaler
C. Retailer
D. Manufacturer, Wholesaler, or Retailer
E. Wholesaler or Retailer
79

80. 33. Studying market logistics means
finding the ___ way to deliver value.
A. least-cost KOTLER P.502
LAST SECTION
B. fastest
C. most customer service -oriented
D. most ethical
E. most efficient
80

81. 33. Studying market logistics means
finding the ___ way to deliver value.
A. least-cost KOTLER P.502
LAST SECTION
B. fastest
C. most customer service -oriented
D. most ethical
E. most efficient
81

82. TOP 10 Learning
Questions for
Chapter 18
Managing Mass
Communications

83. 34. Which factor has little or no effect on
the mass communications budget
A. Consumer base (number of consumers)
B. Market Share
C. Competition
D. Stage in Product Life Cycle
E. Product Pricing
83

84. 34. Which factor has little or no effect on
the mass communications budget
A. Consumer base (number of consumers)
B. Market Share
C. Competition
D. Stage in Product Life Cycle
E. Product Pricing
84

85. 35. Which of the following statements is
false?
A. The Percentage of Sales Method, while commonly used is not
the best way to set the IMC budget.
B. Although advertising is treated as a current expense, part of it
is really an investment on building brand equity and customer
loyalty
C. Media selection is finding the most cost-effective media to
deliver the desired number and types of exposures to the target
audience.
D. Sales promotion consists of a collection of incentive tools to
stimulate quicker or greater purchase of a particular product or
service.
E. Advertising is any form of nonpersonal presentation and
promotion of ideas, goods or services by an identified sponsor.

86. 35. Which of the following statements is
false?
A. The Percentage of Sales Method, while commonly used is not
the best way to set the IMC budget.
B. Although advertising is treated as a current expense, part of it
is really an investment on building brand equity and customer
loyalty
C. Media selection is finding the most cost-effective media to
deliver the desired number and types of exposures to the target
audience.
D. Sales promotion consists of a collection of incentive tools to
stimulate quicker or greater purchase of a particular product or
service.
E. Advertising is any form of nonpersonal presentation and
promotion of ideas, goods or services by an identified sponsor.

87. TOP 10 Learning
Questions for
Chapter 21:
Tapping into the Global
Markets

88. 36. Which of the following is false?
A. One of the advantages of indirect export is less
investment.
B. Direct export is more risky than direct investment.
C. Direct investment is the ultimate form of foreign
involvement
D. Control is shared by the foreign & local firms in a
joint venture
E. Franchising is a form of licensing
88

89. 36. Which of the following is false?
A. One of the advantages of indirect export is less
investment.
B. Direct export is more risky than direct investment.
C. Direct investment is the ultimate form of foreign
involvement
D. Control is shared by the foreign & local firms in a
joint venture
E. Franchising is a form of licensing
89

90. 37. Bench t-shirts, with no changes in
design, color or appearance, sold
overseas is an example of
A. Straight extension
B. Direct adaptation
C. Thinking local, acting global
D. Market penetration
E. Brand consistency
90

91. 37. Bench t-shirts, with no changes in
design, color or appearance, sold
overseas is an example of
A. Straight extension
B. Direct adaptation
C. Thinking local, acting global
D. Market penetration
E. Brand consistency
91

92. 38. McDonald’s “hamdesal” is an
example of
A. Product extension
B. Product adaptation
C. Product invention
D. Communication adaptation
E. Dual adaptation
92

93. 38. McDonald’s “hamdesal” is an
example of
A. Product extension
B. Product adaptation
C. Product invention
D. Communication adaptation
E. Dual adaptation
93