1.

According to Philip Kotler, it is a societal process by which individuals and groups obtain what they need and
want through creating, offering, and exchanging products and services of value freely with others.

A. Advertising

B. Marketing

C. Promotion

D. Selling

2. It refers to things or services that are required by human beings for their health and well-being of their bodies
and minds like food, shelter and clothing.

A. Human Needs

B. Products

C. Services

D. Tangible Products

3. If you have the money to buy your wants, these wants become _________. This are wants that are supported
by purchasing power or the ability to pay.

A. Demands

B. Needs

C. Supply

D. Wants

4. The tangible things and services that the business or seller offers for sale to prospective customers.

A. Products

B. Services

C. Tangible Products

D. Wants

5. Physical objects and perceivable by the human senses such as grocery items, school supplies and automobiles.

A. Products

B. Services

C. Tangible Products

D. Wants

6. Activities or benefits that the business can offer to customers which are essentially intangible and do not result
in ownership of anything such as haircut, carwash and healthcare services.

A. Products

B. Services

C. Tangible Products

D. Wants
7. Refers to the trade of products or services of value between a buyer (customer) and a seller (business).

A. Exchange

B. Product

C. Services

D. Wants

8. Composed of people with both desire and ability to buy a product or service. It is also called a collection of
buyers. While industry is the collection of sellers or the businesses.

A. Customer

B. Market

C. Product

D. Services

9. Defined marketing as “the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large. In this definition,
the delivery of value to customers was emphasized.

A. African Marketing Association (AMA)

B. American Marketing Association (AMA)

C. Armenian Marketing Association (AMA)

D. AsianMarketing Association (AMA)

10. ________________ is the customers’ perception of the product’s overall ability to satisfy their needs.

A. Customer Idea

B. Customer Needs

C. Customer Satisfaction

D. Customer value

11. Customers buy products keeping in mind the total value of the products are worth more than the actual cash
that they give up for it. And when the customer’s expectations are met in using the product or availing the
service, ____________________ happens.

A. Customer Idea

B. Customer Needs

C. Customer Satisfaction

D. Customer value

12. Defined marketing as a science and a profession guided principally by the universal principles of ethics,
corporate citizenship, and corporate social responsibility.

A. Pampanga Marketing Association (PMA)

B. Philippine Marketing Association (PMA)

D. Peru Marketing Association (PMA)

13. When the marketing strategy is implemented, control such as regular monitoring takes place in order to identify
gaps and problems. In this way, necessary adjustments can be done and problems will be solved. This will be
anchored with the elements of marketing or the the marketing mix which is commonly known as the 4P’s which
stand for:

A. Product, Plan, Price and Promotion

B. Product, Place, Prize and Promotion

C. Product, Plan, Prize and Promotion

D. Product, Place, Price and Promotion

14. When businesses have new products and services that they want to sell and offer, they use marketing to
introduce/promote through advertisements in the television, radio and internet or in printed form such as
flyers, brochures, tarpaulins or can be seen in the newspapers and magazines.

A. Businesses innovate to enhance their existing products

B. It helps to understand the market and its customers and find out what will satisfy their changing needs and
wants and captures customer value to create profits

C. Marketing helps to introduce new products.

D. Successful marketing builds demand for products and services

15. Competition in business is very tough. That’s why innovation plays a major role in enhancing the existing
products. For businesses to stay in the competition and continue its operations, through marketing they find
creative ways on how their products can improve human condition and the quality of life.

A. Businesses innovate to enhance their existing products

B. It helps to understand the market and its customers and find out what will satisfy their changing needs and
wants and captures customer value to create profits

C. Marketing helps to introduce new products.

D. Successful marketing builds demand for products and services

16. Through marketing, businesses do research and survey to find out what will satisfy their customers’ changing
needs and wants. Once the customers are satisfied, businesses will be able to capture customer value and create
profits.

A. Businesses innovate to enhance their existing products

B. It helps to understand the market and its customers and find out what will satisfy their changing needs and
wants and captures customer value to create profits

C. Marketing helps to introduce new products.

D. Successful marketing builds demand for products and services

17. There will be an increase in the demand for products and services when effective marketing strategies are
applied in persuading the people to buy them. The greater the demand for products and services, the more
manpower are needed to produce them. Thus, creating jobs and help the economy grow.
 A. Businesses innovate to enhance their existing products

B. It helps to understand the market and its customers and find out what will satisfy their changing needs and
wants and captures customer value to create profits

C. Marketing helps to introduce new products.

D. Successful marketing builds demand for products and services

18. One of the major reasons why customers buy the products is because of the brand that they patronize. If the
brand is known for its good quality and affordable price, the customer would not think twice in buying when offered
a different brand. Through marketing, the business will be able to establish a strong brand which results to loyal
customers.

A. Build and maintain mutually beneficial and profitable customer relationships

B. Design and implement effective customer-driven marketing strategies

C. Successful marketing builds demand for products and services

D. Marketing helps in building strong brands and having loyal customers

19. Products and services need to be purchased not just once but continuously patronize by the customers in order for
the businesses to be sustainable. One of the goals of marketing is the creation of the design and implementation of
effective customer-driven strategies that will make the customers become loyal as they buy the products and services.

A. Build and maintain mutually beneficial and profitable customer relationships

B. Design and implement effective customer-driven marketing strategies

C. Successful marketing builds demand for products and services

D. Marketing helps in building strong brands and having loyal customers

20. Marketing does not end when the product is purchased. It involves constant communication such as calls and
electronic mail to the customers and providing them good customer service which in return builds mutually beneficial
and profitable customer relationships that can lead to ongoing business, free word-of-mouth promotion and information
from customers that can generate new customers.

A. Build and maintain mutually beneficial and profitable customer relationships

B. Design and implement effective customer-driven marketing strategies

C. Successful marketing builds demand for products and services

D. Marketing helps in building strong brands and having loyal customers

21. It was evident that up to late 1960s, this approaches are the profit drivers in marketing.

A. Balance Approach

B. Contemporary Approach

C. Traditional Approach

D. Zigzag Approach

22. This concept assumes that customers prefer products that are affordable and available. The focus is on improving
the distribution and production efficiency by lowering the production costs that will result to lower prices of the
products. Production concept is useful and can be applied when demand exceeds supply. Therefore manufacturing
companies will produce more to meet the demand for their products.

A. Production Concept

B. Product Concept

C. Selling Concept

D. Traditional Concept

23. This concept assumes that customers prefer products that offer high quality. It is focus on continuously improving
the products’ features through innovations. Although the product concept aims for product quality, it may ignore the
customers’ changing needs and wants.

A. Production Concept

B. Product Concept

C. Selling Concept

D. Traditional Concept

24. This concept highlights heavy selling and promotional efforts to persuade the customers to buy the product that will
result to profitable sales. This is typically used in products where the customers do not think of buying, such as
encyclopedias and funeral plans. The goal is to sell what the businesses manufacture or sell rather than what the
customers want.

A. Production Concept

B. Product Concept

C. Selling Concept

D. Traditional Concept

25. This concept determines the customers’ needs and wants. The focus is on the effective creation and delivery of
products and services that will satisfy and add value to the customers. Thus, business adapts a strategy to do this better
than its competitors.

A. Contemporary Concept

B. Marketing Concept

C. Relationship Marketing Concept

D. Societal Marketing Concept

26. This concept holds to long-term relationship with customers. It is focused on the marketing activities of the
businesses in establishing, strengthening and maintaining the relationship with their customers. The customer profiles,
purchase records and preferences are being tracked, monitored and updated. Constant communication through phone
calls, electronic mails, and text messages is being done to create a strong customer connection. This connection can lead
to ongoing business, free word-of-mouth promotion and information from customers that can generate new customers.

A. Contemporary Concept

B. Marketing Concept

C. Relationship Marketing Concept

27. This concept is similar to the marketing concept. Aside from determining the customers’ needs and wants, the
societal marketing concept includes the well-being and interests of the customers, environment and the society. In this
modern times, businesses do not adapt a single concept, they used a combination of these approaches to conduct their
marketing activities and achieve their goals of sustainability and profitability.

A. Contemporary Concept

B. Marketing Concept

C. Relationship Marketing Concept

D. Societal Marketing Concept

28. A form of communicating or promoting the value of a product, service, or brand to the consumers. Prior to the
marketing of specific products and/or services, a marketing company conducts a thorough analysis of the external
environment, the market, its competitors and consumers, and an incisive audit of its internal operating characteristics.

A. Advertising

B. Branding

C. Market

D. Marketing

29. Forming long-term relationships with customers. Rather than trying to encourage a one-time sale, relationship
marketing tries to foster customer loyalty by providing exemplary products and services. This is different than most
normal advertising practices that focus on a single transaction

A. Customer Satisfaction

B. Customer Care

C. Relationship marketing

D. Marketing Strategy

30. Mainly involves the improvement of internal operations. Many customers leave a company not because they didn't
like the product, but because they were frustrated with the customer service. If a business streamlines its internal
operations to satisfy all service needs of their customers, customers will be happier even in the face of product
problems.

A. Customer Satisfaction

B. Customer Care

C. Relationship marketing

D. Marketing Strategy

31. Plays an important role in relationship marketing. The Internet has made it easier for companies to track, store,
analyze and then utilize vast amounts of information about customers. Customers are offered personalized ads, special
deals, and expedited service as a token of appreciation for their loyalty.

A. Branding

B. Marketing
 C. Social Media

D. Technology

32. Sites allow business to engage their customers in an informal and ongoing way. In the past, it would have been
impossible to keep useful records about every single client, but technology makes it easy for companies to automate
their marketing efforts.

A. Branding

B. Marketing

C. Social Media

D. Technology

33. The final component of relationship marketing. A company can form a long-term relationship with a client if that
client feels like the brand they purchase reflects who they are or who they want to be. Customers are less inclined to
switch to a different brand if they think that switch makes a statement about their identity.

A. Branding

B. Marketing

C. Social Media

D. Technology

34. Which is NOT TRUE in the Relationship Marketing Best Practices.

A. Conduct irregular polls and surveys to solicit feedback from customers.

B. Respect that feedback and incorporate it into the company's business practices.

C. Use any and all social media outlets to connect with customers.

D. Have effective customer monitoring technologies in place.

35. Which is NOT TRUE in the Relationship Marketing Best Practices.

A. Conduct regular polls and surveys to solicit feedback from customers.

B. Respect that feedback and incorporate it into the company's business practices.

C. Disregard any and all social media outlets to connect with customers.

D. Have effective customer monitoring technologies in place.

36. Which is NOT TRUE in the Relationship Marketing Best Practices.

A. Use clear policies to dictate how all company employees should interact with customers in both positive and
negative situations.

B. Leverage the value of warm leads – customers who have already expressed an interest in the company.

C. Disregard a comprehensive customer relationship management strategy.

D. Conduct regular training sessions for all members of staff.

37. Which is NOT TRUE in the Relationship Marketing Best Practices.

B. Leverage the value of warm leads – customers who have already expressed an interest in the company.

C. Disregard a comprehensive customer relationship management strategy.

D. Conduct irregular training sessions for all members of staff.

38. Which is NOT TRUE in the Relationship Marketing Best Practices.

A. Stay on the cutting edge of product offerings.

B. Do sacrifice quality for innovativeness.

C. Maintain a high customer satisfaction rate in all areas of the company.

D. Make an effort to inform customers how much they are appreciated

39. Represents the total amount of money a customer is expected to spend in your business, or on your products, during
their lifetime. This is an important figure to know because it helps you make decisions about how much money to invest
in acquiring new customers and retaining existing ones.

A. Customer Lifeline Valve (CLV)

B. Customer Life Valuable (CLV)

C. Customer Lifetime Value (CLV)

D. Customer Light Valve (CLV)

40. The simplest way to calculate CLV is:

A. CLV = (PB)(RP)(PT)

B. CLV = (PV)(RR)(RT)

C. CLV = (PV)(RP)(PT)

D. CLV = (PV)(RP)(RT)

41-43. an athlete who spends p2,000.00 for every visit to spa and goes to the spa twice a month for an expected time
period of five years would have a CLV computed as:

Let PV = P2,000.00

RP = 24 (twice a month for 1 year)

RT = 5 years

CLV = ?

A. P242,000.00

B. P24,000.00

C. P420,000.00

D. P240,000.00
44-46. From the moment you started Junior High School. You always buy sandwich in your canteen. You are spending
P20.00 for the sandwich every day, Monday to Friday. Can you compute for your Customer lifetime value if you buy
sandwich 20 times every month within 8 months for an expected time period of 4 years?

PV = P20.00

RP = 20 times X 8 months = 160

RT = 4 years

A. CLV = P12,600.00

B. CLV = P12,700.00

C. CLV = P12,800.00

D. CLV = P12,900.00

47-49. Since we are in a stay at home policy. Your family tend to purchase essential good thru online market shop. Your
family is spending p5,000.00 twice a month for online purchase for an expected time period of 1 year would have a CLV
computed as:

PV = P5,000.00

RP = 2 times X 12 months = 24

RT = 1

A. CLV = P110,000.00

B. CLV = P120,000.00

C. CLV = P130,000.00

D. CLV = P140,000.00

50. As a student, good grooming is very important. Once a month you regularly visit your favorite local barber
shop/salon. For the basic haircut, you are spending p50.00. and you are expected to do this for 10 years. What would be
the customer lifetime value?

PV = P50.00

RP = 1 times X 12 months = 12

RT = 10 years

A. CLV = P3,000.00

B. CLV = P4,000.00

C. CLV = P5,000.00

D. CLV = P6,000.00