The document provides a midterm exam reviewer for a Marketing Management course. It includes sample exam questions submitted by students along with explanations of relevant marketing concepts. The questions cover topics like company orientations, Porter's generic strategies, customer satisfaction measurement, consumer perception biases, the consumer buying process, and branding concepts like points-of-parity. The reviewer is intended to help students prepare for the midterm exam by testing their understanding of key marketing concepts.

1. LEARNING by
COACHING
Midterm Exam Reviewer
for Marketing Management
from Questions
submitted by v54 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. Which of the following does not
demonstrate a type of company
orientation:
A. MyPhone is the lowest priced, widely distributed
value for money phone.
B. Iphones are recognized for its cutting edge and
innovative features.
C. Samsung phones are advertised and promoted
heavily in TV, radio, print & internet
D. Blackberry employs the best people in its research,
production & marketing departments.
E. All of the above
4

5. There are 4 Types of Company
Orientations
Company
Orientations

6. Production Concept – customers want
products that are available and
inexpensive
• Focus is on
production
efficiency, low cost
and mass
distribution

7. Product Concept – customers want
products that offer the highest quality
and performance
• Focus is on quality,
performance and
continuous
innovation

8. Selling Concept – consumers, if
left alone, will not buy
• Focus is for company to
sell what they make
• Applies mostly to
unsought goods
• Example: cemetery plots

9. Marketing Concept – finding the
right products for your customers
• Focus is on finding
the right products
for customers
through research

10. 1. Which of the following does not
demonstrate a type of company
orientation:
A. MyPhone is the lowest priced, widely distributed
value for money phone.
B. Iphones are recognized for its cutting edge and
innovative features.
C. Samsung phones are advertised and promoted
heavily in TV, radio, print & internet
D. Blackberry employs the best people in its research,
production & marketing departments.
E. All of the above
10

11. 2. _______,_______ and _____ are
Porter’s 3 Generic Strategies.
A. Overall Value Creation, Value Communication, and
Value Delivery
B. Overall cost leadership, Differentiation and
Focus
C. Overall product leadership, Niche
and Focus
D. Overall cost leadership, Product Differentiation
and Niche
E. None of the above
12

12. Porter’s Generic Strategies
Overall cost Leadership
Differentiation
Focus
Reference : Philip Kotler’s Marketing Management 13 th Edition
8

13. Explanation of Concept
What is Overall Cost Leadership?
 Company seeks to gain greater market share
 To increase their sales
 To have lower prices than the competition
Reference : Philip Kotler’s Marketing Management 13 th Edition
9

14. Explanation of Concept
What is Differentiation?
 Product or service that offers unique attributes.
 Valued by customers
 Competitive advantage based on products or service.
Reference : Philip Kotler’s Marketing Management 13th Edition
10

15. Explanation of Concept
What is Focus?
 Concentrates on meeting specialized needs of its
customers
 Focus on specific customers or markets
Reference : Philip Kotler’s Marketing Management 13 th Edition
11

16. 2. _______,_______ and _____ are
Porter’s 3 Generic Strategies.
A. Overall Value Creation, Value Communication, and
Value Delivery
B. Overall cost leadership, Differentiation and
Focus
C. Overall product leadership, Niche
and Focus
D. Overall cost leadership, Product Differentiation
and Niche
E. None of the above
12

17. 3. Which of the following is not a
measurement of customer satisfaction?
A. Customer loss Rate
B. First month sales performance for new
product
C. Mystery Shopper
D. Periodic Surveys
E. Monitor Competitive Performance

18. Measurement for
Customer Satisfaction
Periodic Surveys
Customer Loss Rate
Mystery Shoppers
Monitor Competitive Performance
Source: Marketing Management 13th Edition by Philip Kotler

19. Measurement for
Customer Satisfaction
Periodic Surveys Customer Loss Mystery Monitor
Rate Shopper Competitive
-Track customer
satisfaction - experience
Performance
-To find out why
they stop buying company’s - find out the customer
& competitor’s Satisfaction rate of
Products & service Competitors.
Source: Marketing Management 13th Edition by Philip Kotler

20. 3. Which of the following is not a
measurement of customer satisfaction?
A. Customer loss Rate
B. First month sales performance for new
product
C. Mystery Shopper
D. Periodic Surveys
E. Monitor Competitive Performance

21. 4. _____________ is a term that refers to the
tendency of people to interpret information in
a way that will support what they already
believe.
A. Selective Attention
B. Selective Distortion
C. Selective Retention
D. Selective Perception
E. Selective Interpretation

22. Concept # 8
Perception
Selective Attention
Selection Retention
Selective Distortion
Subliminal Perception

23. 4. _____________ is a term that refers to the
tendency of people to interpret information in
a way that will support what they already
believe.
A. Selective Attention
B. Selective Distortion
C. Selective Retention
D. Selective Perception
E. Selective Interpretation

24. 5. Promoting a visit to Star City
is an example of marketing
_________.
A. A place
B. An experience
C. A service
D. An event
E. All of the above
24

25. Experiences are marketed by
orchestrating several goods and
services
Examples
E
X
P
E
R
I
E
N
C
E
S

26. 5. Promoting a visit to Star City
is an example of marketing
_________.
A. A place
B. An experience
C. A service
D. An event
E. All of the above
26

27. 6. The 12 M subscribers of SUN
cellular is an example of ____________
A. Potential market
B. Prequalified market
C. Target market
D. Penetrated market
E. Current market
27

28. Which market to measure?
Penetrated
(purchase)
Target (qualified)
Potential (interest)
Available (income + access)

29. 6. The 12 M subscribers of SUN
cellular is an example of ____________
A. Potential market
B. Prequalified market
C. Target market
D. Penetrated market
E. Current market
29

30. 7. What step is not included in the
consumer buying process?
 A. Problem Recognition
 B. Purchase Decision
 C. Evaluation
 D. Post-Purchase Behavior
 E. None of the above
30

31. Concept 10:
Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Post-Purchase Behavior
Kotler, Keller. Marketing Management, 13th Edition.
31

32. 7. What step is not included in the
consumer buying process?
 A. Problem Recognition
 B. Purchase Decision
 C. Evaluation
 D. Post-Purchase Behavior
 E. None of the above
32

33. 8. _________ are
associations/benefits that can
be shared with other brands.
a. Points-of-Parity
b. Points-of-Equality
c. Points-of-Similarity
d. Points-of-Uniformity
e. None of the above
33

34. Concept 1: POPs
POPs are POINTS-OF-PARITY
+ =
= + +

35. 8. _________ are
associations/benefits that can
be shared with other brands.
a. Points-of-Parity
b. Points-of-Equality
c. Points-of-Similarity
d. Points-of-Uniformity
e. None of the above
35

36. 9. High switching cost
decreases _____________
a. Supplier Power
b. Threat of New Entrants
c. Buyer Power
d. Threat of Substitution
e. All of the above
36

37. What determines market segment?
Michael
Porter’s Five
Forces
37

38. “Supplier Power” refers to market of
inputs
 Factors affecting
supply power:
 Supplier Concentration
 Availability of
Substitute Inputs
 Product Differentiation
 Buyer Willingness
 Switching Cost
Substitutes place a limit on prices and profit!
38

39. “Threat of new entrants” refers to
the threat existing competitors face
upon new competitors
 Barriers to entry:
 Economies of scale
 Product Differentiation
 Capital Requirements
 Switching Cost
 Distribution Channel
Access
 Government Policies
Attractive if entry barriers are high and exit are low!
39

40. “Buyer Power” refers to customer’s
price sensitivity and negotiating
power
 Factors affecting
buyer power:
 Number of customer
 Size
 Differences
 Price Sensitivity
 Switching Cost
Substitutes place a limit  Brand Identity
on prices and profit!
40

41. 9. High switching cost
decreases _____________
a. Supplier Power
b. Threat of New Entrants
c. Buyer Power
d. Threat of Substitution
e. All of the above
41

42. 10. Service positioning
strategy can be made
tangible through?
A. Price, Place, People
B. Place, Promotion, Price
C. People, Product, Promotion
D. Price, Position, Promotion
E. Product, Place, People
4

43. Physical Evidence and
Presentation
Place Communication Material
People Symbols
Entertainment Price
7

44. Services can be made tangible
through
• Place
• People
• Equipment
• Communication material
• Symbols
• Price
4

45. 10. Service positioning
strategy can be made
tangible through?
A. Price, Place, People
B. Place, Promotion, Price
C. People, Product, Promotion
D. Price, Position, Promotion
E. Product, Place, People
4

46. 11.Which of the following is
a non-personal
communication channel?
A. Media
B. Sales Promotions
C. Events and Experiences
D. Public relations
E. All of the above

47. Four Non-Personal
Communication Channels
Media Sales
Promotion
Personal
Event & selling
Experience
Public Relations

48. Non-Personal Communications
Concepts
A. Media-Consist of print media (newspaper and magazines);
Broadcast media (radio and television); Network Media. Most non-
personal messages come in the form of paid media.
B. Sales Promotion- consists of consumer promotions, trade
promotions, and business and sale-force promotions.
C. Events and Experiences - include sports, arts, entertainment and
cause events, as well as less formal activities that create novel
brand interactions with consumers.
D. Public Relations- include communications directed internally to
employees of the company or externally to consumers, other
firms, the government, and media.

49. 11.Which of the following is
a non-personal
communication channel?
A. Media
B. Sales Promotions
C. Events and Experiences
D. Public relations
E. All of the above