MARKETING MANAGEMENT

Prelims Exams (95 pts)

July 17, 2015

I. Identification (20 pts)

1. The ultimate goal of _________________ is to match a company’s products and
services to the people who need and want them, thus ensure profitability.
2. Today, marketing must be understood in the old sense of _________________
and ______________________ and in the new sense of __________________.
3. According to _______________, marketing is not only much broader than selling
but it is a whole business seen from the point of view from the final result.
4. On the other hand, ____________ defined marketing as a social process by
which individual and groups obtain what they need and want through creating
and exchanging products and value with others.
5. ____________________ is the extent to which product’s perceived performance
matches a buyer’s expectation.
6. ________________ is the difference between the values the customer gains
from owning and using a product and the costs of obtaining the product.
7. _______________ is an act of obtaining a desired object from another by
offering something in return.
8. __________________ is a level of product that includes additional features,
benefits, attributes or related services that serve to differentiate the product
from its competitors
9. _________________ is the element in the marketing mix which produces
revenue.
10. “We make it happen for you”, “To fly, to serve”, “We’re not satisfied until you
are,” and “Let us exceed your expectations” are all colourful illustrations of the
______________________ concept.
11. There are five alternative concepts under which organizations conduct their
marketing activities: these are _____________________, ___________________
__________________________, _________________________
and_______________________________ concepts.
12. ____________________ analysis is a marketing analysis of the company’s
internal and external situations.
13. _______________________ is the macro environment that considers the shapes
and beliefs of society, its values and norms.
14. One of the most dramatic macro environment is _________________
environment that made possible the releases both wonders and horrors of
marketing products.
15. ________________ is a macro environment behaviour that are unpredictable,
short-lived, and without social, economic, and political significance.
 II. Enumeration (40pts)

1. Give the 5 important elements (core) of marketing concept.

2. Give the 5 levels of product in the marketing mix.
3. In order to gain competitive advantage, what are the methods to improve
products and increase sales or target sales more effectively. Give at least 5.
4. Give at least 5 pricing policy in setting pricing objectives.
5. Give the 5 marketing management philosophies.
6. What are the kinds of marketing channels. 3
7. What are the components of the marketing environment. 2
8. What are the steps in the marketing process? 4
9. In the situational analysis, give the 5-C Analysis of your market.
10. In your 5-C analysis, give the 6 considerations when assessing your competitors.

III. Essay (35 pts)

1. Discuss the impact that entrepreneurship has on your barangay, city and
national economy. (5 points)
2. Define what marketing is and discuss the core concepts. (10 points)
3. Compare the 5 marketing management philosophies. (5 points)
4. In the identification and responding to the macro environment, explain how
worldwide population growth impacts a company and how it it can turn into a
competitive advantage. Give example. (10 points)
5. Explain megatrends and its implication to a company’s marketing objectives. (5
points)

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Prepared by: Erlinda B. Perez, Instructor
BAMRKET-Marketing Management
July 17, 2015