BUKIDNON NATIONAL HIGH SCHOOL

MALAYBALAY CITY
Senior High School
Quarterly Assessment (Midterm)
Grade 12 PRINCIPLES OF MARKETING

Multiple Choice: Choose the letter that corresponds to the correct answer and write it on the space
before each number. (55 points)

Directions: From the pool words inside the box, choose the appropriate term for each description below.

a. Satisfaction b. Market share c. Durable d. Undifferentiated goods

e. Consumer goods f. Branding g. Current demand h. Primary demand
i. Brand equity j. Marketing k. Consumable

___________ 1. It is a form of communicating or promoting the value of a product, service, or brand to the
consumers.
___________ 2. These are goods that are purchased for personal consumption and/or for the
household use.
___________ 3. These are products whose physical characteristics are so identical, that it would be
difficult, if not impossible, to distinguish one purchased from one vendor or another.
___________ 4. This is the availability of manufacturers to successfully distinguish their products from
other competitors.
___________ 5. This is the appreciation in a brand’s value from the point of view of customers.
___________ 6. It is a product whose benefit can only be used by a consumer for a short period of time,
sometimes only a few minutes.
___________ 7. These are products that are manufactured to last a long time.
___________ 8. It refers to the total demand for all brands of a particular product or service.
___________ 9. The number of people of a particular market at present that would actually purchase the
product or service offered.
___________10. This refers to measure of how well customer expectations from a purchased product or
service have been met.

____________1. works toward the organization’s goals using its resources in an effective and efficient
manner.
____________2. a social science that deals with the allocation of scarce resources to meet the unlimited
human needs and wants.
___ _________3. consists of the interlocking functions of creating corporate policy and organizing,
planning,
controlling, and directing an organization's resources in order to achieve the objectives of
that policy.
____________4. mean an expression of financial value of all consumed inputs when producing goods,
services or any other supporting activities or processes in the company.
____________5. is state when buyers and sellers transact on the purchase or sale of goods and services.
____________6. are desires for goods and services we would like to have but do not need.
____________7. a special kind of want, and refer to things we must have to survive, such as food, water,
and shelter.
____________8. is a person or group of people who are the final users of products and or services
generated
within a social system.
____________9. is an economic principle referring to a consumer's desire to purchase goods and services
and willingness to pay a price for a specific good or service. Holding all other factors
constant, an increase in the price of a good or service will decrease the quantity
demanded, and vice versa.
___________10. These are needed for the production of goods and services such as Land, Labor, Capital
A. Prevents
and negative transition
Entrepreneur. D. Relationship marketing
B. Reactive E. identification with the company
C. Word of mouth marketing F. Customer relationship

___________1. involves creating, maintaining and enhancing strong relationships with

customers and other stakeholders. Increasingly, marketing is moving away from a focus
on individual transactions and towards a focus on building value-laden
relationships and marketing networks.
___________2. trust and loyalty go hand in hand, and it is super beneficial for all business. It will help
prevent customers from turning to competitors.
___________3. the salesperson sells the product and encourages the customer to call
whenever he or she has any questions or problems.
___________4. is the development of an ongoing connection between a company and its
customers. The relationship involves marketing communications, sales support, technical
assistance and customer service. Customer relationship is a big part of marketing.
___________5. the benefits are reaped both by the company and the customers. It helps customers
identify more with the company. Keeping your communication lines open and keeping in
touch with the customers makes them feel like they are being valued. It will keep
customers coming in and build brand equity for the company in the long run.

Direction: Multiple Choice

1. This refers to measure of how well customer expectation from a purchased product or service have
been met.

a Consumer goods b.Satisfaction

c. Marketing d. Brand equity

2. This is the appreciation in a brand’s value from the point of view of customers.

a. Brand equity b.Satisfaction

c.Marketing d. Consumer goods

3. These are products whose physical characteristics are so identical, that it would be difficult, it not
impossible, to distinguish one purchased from one vendor or another.

a. Brand equity b. Consumer goods

b. Marketing d. Primary Demand

4. It is a form of communicating or promoting the value of a product, service, or brand to the consumers.

a. Durable b. Primary demand

c.Marketing d. Consumer goods

5. This can used in marketing to describe the way in which a service capacity cannot be stored for sale in
the future. Services cannot be stored, saved, returned, or resold once they have been used. Once
rendered to a customer, the service is completely consumed and cannot be delivered to another
customer.

a. Intangible b. Inseparable

c.perishable d. Variable
6. This is the ability of manufacturers to successfully distinguish their products from other competitors.

a. Undifferentiated goods b. Industrial goods

c.Differentiated goods d. Branding

7. These is more psychological, indicating prefenrences that can improve the consumer’s life condition.

a. Needs b. Demands

c.Value d. Wants

8. These are products that are manufactures to last a long time.

a. Durable b. Semi-durables

c.Consumable d. Shopping goods

9. These give their potential clients an impression of their competence and capability to render the service
required.

a. Intangible b. Inseparable

c.Perishable d. Variable

10. It refers to the total demand for all brands of a particular product or service.

a. Latent demand b. Current demand

c.Primary demand d. Selective demand

11. It is the total demand in the Philippines is challenging because few accurate published industry
statistics are available.

a. Demands b. Wants

b. Value d. Needs

12. These are goods that are purchased for personal consumption and/or for household use.

a. Branding b. Differentiated goods

c, industrial goods d. Undifferentiated goods

13. This is defined as physiological necessities required for human survival.

a. Demands b. Wants

c.Value d. Needs

14. The number of people of a particular market at present that would actually purchase the product or
service offered.

a. Primary demand b. Current demand

 c.Selective demand d. Latent demand

15. It is a product whose benefit can only be used by a consumer for a short period of time, sometimes
only few minutes.

a. Consumable b. Semi-durable

c.Durable d. Satisfaction

Directions: Read each statement carefully. In a separate sheet of paper, write TRUE if the statement
is correct and FALSE if the statement does not fit the description.
______________ 1. A customer is a person or organization that transacts with a business person or
business organization to buy goods or services for monetary or other valuable considerations.
______________ 2. Customer Relationship Management can take on many forms-salespersons
assistance, product delivery, technical advice, help desks, or other means.
_______________ 3. Companies can best manage customer service quality by establishing service
objectives with specific and measurable targets.
_______________ 4. Customer service is a process of managing an organization’s interactions with
current and future customers.
________________ 5. By Knowing the value or worth of its customers, a company can focus its resources
in attracting and keeping the “right” type of customers.
________________ 6. The customers are the lifeblood of any business.
________________ 7. The business is the one responsible for sealing the deal with customer.
________________ 8. A customer’s lifetime value can be based upon the potential value and profitability of
his/her relationship with the company.
________________ 9. Organizations must constantly bear in mind that it is better to exceed customer
service expectations than to simply fulfil or underachieve them.
________________ 10. In order to ensure the consistency of customer service quality, organizations
conduct rigid customer service training and assess seldom how well services are delivered.
________________ 11. CRM helps businesses build a relationship with their customers that, in turn,
creates loyalty and customer retention
________________ 12. Customer database information is also used in customer segmentation and
profiling.
________________ 13. An intimate knowledge and understanding of customer needs and wants can lead
to ineffective customer service that can result in long-term customer loyalty.
________________ 14. Acquiring and keeping customers is the end goal of businesses because
customers create demand.
________________15. Maintaining high levels of customer service quality may be simple due to variability
of services.