University of San Jose-Recoletos

Senior High School Department

Principles of Marketing Diagnostic Exam

Instructions: Read each statement carefully. Provide your answer in the given separate sheet. WRITE
THE LETTER ONLY.
1. Mr. John Cho has gathered the data in his research on customer satisfaction. He changes the result
of the data because he finds it unfavorable that may result to the dissatisfaction of top management.
What is the infraction in research made by him?
A. Variance B. Biases C. Deviation D. Plagiarism
2. The following are the research approaches, EXCEPT; which one?
A. Observation B. Survey C. Experimental D. Diagnostic
3. Mr. Julio Bautista conducts his research on the effects of advertisement on his customers. There are
available resources already which were conducted two years ago by his colleagues. What do you call
the data which already available in his company?
A. Qualitative Data B. Quantitative Data C. Primary Data D. Secondary Data
4. Miss Ting Tong has altered the price of the product into competitive one from Php 15.00 to Php 20.
00 because of the additional features. What variable can marketer intentionally alter such as price?
A. Primary B. Secondary C. Dependent D. Independent
5. Mr. Jon Ching wants to validate the causality of the drop of sales and customer service through
answering the hypothesis of his research. What is the BEST method being used in the situation?
A. Observation B. Survey Research C. Focus Group D. Experimental
Research
6. The USJR ABM students have conducted a survey on the potential buyers of their product
particularly the students. Out of 3,000 students, they have chosen 1,000 as their respondents. What do
you call the individual pieces of data collected in a survey?
A. Population B. Variable C. Secondary Data D. Sample Size
7. Company A offers product to the target market and creates exchanges that satisfy individual and
organizational objectives. What process is depicted in the situation?
A. Accounting B. Advertising C. Financing D. Marketing
8. The following examples are part of marketing mix, EXCEPT;
A. Product B. People C. Price D. Promotion
9. What do you call the transportation of the goods from the point of production to the
consumers and all the transactions involved in getting goods from the producers to the
consumers?
A. Advertising B. Distribution C. Marketing D. Positioning
10. Which of the following BEST describes Marketing as an art?
A. It satisfies the customers while gaining profit.
B. It involves different process to attract customers.
C. It requires skill and knowledge to be a marketer.
D. It describes the beautiful features of tangible products.
11. Peter Drucker once said that the aim of marketing is to “ make selling superfluous”. What
does he mean?
A. Products sell themselves.
B. Marketing is a heavy task.
C. Selling is the task of the marketer.
D. Profit is the end goal of marketing.
12. Haircut :Intangible: Bag:________
A. Perishable B. Inseparable C. Heterogeneous D. Tangible
13. Which of the terms takes care of the more long-term, timeless nature of the business
proposition?
A. Operational B. Strategic C. Tactical D. Contingency
14. Who coined the Hierarchy of Needs?
A. Karl Marx B. Adam Smith C. Abraham Maslow D. Milton Friedman
15. Mario has searched for laptop for his Practical Research 2 course. He desires to buy apple
brand but decides to buy Acer because it has lower price. The italicized word is an
example
of ____________.
A. Wants B. Product C. Need D. Demand
 16. What do you call a specific manifestation of needs?
A. Supply B. Wants C. Demand D. Product
17. Perfect Parts Inc. has identified its target market and segmented it as part of CLASS A market. What
do you call an indicator of the kind of group that a consumer feels he or she belongs to?
A. Income B. Nice Market C. Socio-economic D. Culture
18. Justin doesn’t use other facial cleanser except Master despite the advice of his friend to shift to
Nivea. Which type of buying behavior is Justin classified?
A. Habitual Buying Behavior
B. Variety-seeking Behavior
C. Complex Buying Behavior
D. Dissonance Reducing Behavior
19. What do you call a buying behavior which occurs when the product involves minimal risks, but
there are so many choices, each with its own features and attributes?
A. Dissonance Reducing Behavior
B. Variety-seeking Behavior
C. Complex Buying Behavior
D. Habitual Buying Behavior
20. Ms. Pia wants to buy a house and lot. She devotes her whole weekend talking with the broker to
give her all the information she needs before making the final decision. What type of buying process is
involved in the situation?
A. Dissonance Reducing Behavior
B. Complex Buying Behavior
C. Habitual Buying Behavior
D. Variety-seeking Behavior
21. What do you call a buying situation where firm has no experience with the different suppliers in the
market?
A. Modified Rebuy B. Straight Rebuy C. New Task D. Category Membership
22. These are the variables in the traditional segmentations, EXCEPT; which one?
A. Demographic B. Behavioral C. Systematic D. Psychographic
23. What do you call the variable which is quantifiable and factual statistics of the population, such as
age, sex, income and occupation?
A. Systematic B. Behavioral C. Psychographic D. Demographic
24. Which of the following variable does Nike use in designing its communications, appealing primarily
to people with competitive self-identities?
A. Psychographic B. Demographic C. Systematic D. Behavioral
25. Wink Guard Inc. uses statistically-based method of segmenting to get a factual data. What method
of segmentation is used in the situation?
A. Psychographic B. Sampling C. Targeting D. Systematic
26. What do you call a segmentation which focuses on the needs of people on particular product
rather than demographic profiles?
A. Systematic B. Behavioral C. Benefit D. Psychographic
27. These are the roles in the buying process of organizational market, EXCEPT; which one?
A. Initiators B. Users C. Gatekeepers D. Deciders
28. What do you call the act of establishing a strong brand image for a product which uses USP or
slogan?
A. Targeting B. Advertising C. Positioning D. Segmenting
29. Which of the terms refers to attributes or benefits that the market associates primarily with a
particular brand, to the point the market believes that no other brands offer these attributes or
benefits to the same degree as that brand?-
A. Category Membership B. Point of Parity C. Point of Difference D. Straight Rebuy
30. Which of the buying situations is depicted when a firm has already purchased the product in the
past, so it is now familiar with the suppliers and basic data about their wares?

A. New Tasks B. Category Membership C. Modified Rebuy D. Straight Rebuy