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SAN JOSE COMMUNITY COLLEGE

San Jose Malilipot, Albay

Mid-Term Examination Marketing Management

MM102
Score:_________
NAME:_____________________________ Course/yr.__________ Date:__________
Identification:
I; Direction: Read the following question and write your answer on the Blank spaces below. (15 Marks)

1._________________ consist of schools, hospital, nursing homes, prisons, and other institutions that must
provide goods and services to people in their care.
2._________________ consist of a group of customers share a similar set of needs and wants.

3._________________ divides the market into geographical units such as nations, states, region, counties,
cities,
or neighborhoods.
4._________________ divide the market on variables such as age, family size, family life cycle, gender,
income,
occupation, education, religions, race, generation, nationality, and social class.
5.________________ is the science of using psychology and demographics to better understanding consumers.
6._________________ is a person, household, or company that over time yields a revenue stream exceeding by
an acceptable amount the company’s cost stream for attraction, selling and serving that
customer.
7._________________ is the process of carefully managing detailed information about individual customers
and
all customer touch points to maximize loyalty.
8._________________ identifies the percentage of the potential target market at each stage in the decision
process, from merely aware to highly loyal.
9._________________ can be open to everyone who purchase a product or service or limited to an affinity
group
or those willing to pay a small fee.
10.________________ is an organization collection of comprehensive information about individual customers
or
prospect that is current accessible and actionable for lead generation, lead qualification,
sale of a product or service, or maintenance of customer relationship.
11.________________ is the study of how individuals, groups, and organizations select by use and dispose of
goods, services, ideas or experiences to satisfy their needs and wants.
12. _______________ is the fundamentals determinant of a person’s wants and behaviors.

13.________________relatively homogeneous and enduring divisions in a society, hierarchically ordered and

with members who share similar values interests and behavior.
14.________________ assumed the psychological forces shaping, people behavior are largely unconscious, and
that a person cannot fully understand his or her own motivations.

15. ________________marketers divide buyers into groups on their knowledge of ,attitude toward, use of, or
response to a product.

II. Multiple choice: Encircle the letter of the correct answer.

(10Marks)

16.) _______developed a two-factor theory that distinguishes dissatisfiers (Factors that cause
dissatisfaction) from Satisfiers (Factors that cause satisfaction).

A. Freud’s Theory B. Maslow’s Theory C. Herzberg’s Theory D. All of the above

17.) _________are all the groups that have a direct (face-to-face) or indirect influence on their attitudes
 or behavior.

A. Reference Groups B. Membership groups C. Primary groups D. Secondary Groups

18.) _______with whom the person interacts fairly continuously and informally such as family, friends neighbor and
coworkers.

A. Reference Groups B. Membership groups C. Primary groups D. Secondary Groups

19.) ________consist of the activities a person is expected to perform.

A. Roll B. Role C. Rule D. Rules

20.) _______as the specific mix of human traits that we can attribute to a particular brand.

A. Brand B. Brand Personality C. Brand Ambassador D. All of the above

21). _______is a person’s pattern of living in the world as expressed in activities, interests, and opinions.

A. Lifestyle B. Personality C. Core Values D. Perception

22.)_______the belief systems that under lie attitudes and behaviors.

A. Lifestyle B. Personality C. Core Values D. Perception

23.) ________Is the process by which we select organize and interpret information inputs to create a
meaningful pictures of the world.

A. Perception B. Multitasking C. Motive D. Selective Attention

24.) _________occurs when people have a general tendency to attribute success to themselves and to External Causes.

A. Learning B. Drive C. Hedonic Bias D. Discrimination

25.) ______Consists of all organizations that acquire goods and services used in the production of other product or services that are
sold, rented, or supplied to others.

A Consumer Market B. Business market C. Straight rebuy D. Modified rebuy

III: Enumeration: Enumerate the following and give the correct answer.

26-29 ) Three types of buying situations,( 4 marks)

26.)______________________________ 27.)_________________________________

28.)______________________________ 29.)_________________________________

30-37.) Companies that purchase over the internet are utilizing electronic marketplace in several forms;

30.) ________________________________ 35.)_________________________________

31.)________________________________ 36.)________________________________

32.)________________________________ 37.)________________________________

33.)________________________________

34)_________________________________

38-41.) Give the four key psychological process.

38.)____________________________________ 39.)______________________________________

40.)____________________________________ 41.)______________________________________

IV. Essay Question:

42-45.)What are customer value, satisfaction and loyalty and how can companies deliver them? (4 marks)

46-50.)How do consumer characteristics influence buying behavior? (5 marks)