BUS203: Principles of Marketing - Saylor Direct Credit Final Exam with Answers
1. Terri is a marketer who reviews leads to identify where a. Lead scoring
resources should be allocated. Which of the following
is she engaging in?
a. Lead scoring
b. Lead analysis
c. Lead exploration
d. Lead resourcer
2. To understand if a product offering is financially feasi- b. Customers' per-
ble, companies often consider which of the following? sonal value equa-
tion
a.Customers' value segmentation
b.Customers' personal value equation
c.Customers' income and demographics (x)
d.Customers' potential interest in the product
3. Pricing is the most important decision made by busi- c.
ness. Of the following, which three perspectives are Customer, eco-
considered when pricing? nomic, societal
a.Sales, customer, economic (x)
b.Sales, employee, executive
c.Customer, economic, societal
d.Customer, societal, sales (x)
4. What kind of business approach recognizes that con- c.Customer-orient-
sumers want value in both their products and ser- ed
vices?
, BUS203: Principles of Marketing - Saylor Direct Credit Final Exam with Answers
a.Market-oriented (x)
b.Product-oriented (x)
c.Customer-oriented
d.Service-oriented
5. Which of the following is designed to deliver one con-
sistent promotional message to a potential buyer?
a.Integrated marketing communication (x)
b.Advertising
c.Personal Selling (x)
d.Public Relation
6. What do companies use public relations to do? b. Create a favor-
able image for a
a. Build brand awareness through free advertising brand
b. Create a favorable image for a brand
c. Ensure a controlled audience response
d. Attract investors and maintain a relationship with
shareholders
7. Which of the following describes the process of de- c. Value chain
signing and manufacturing a product, and then bring-
ing it to the market?
a. Strategy
b.Exchange
c.Value chain
, d. Commercialization
8. Which of the following describes the proper order of a. Research cus-
the elements of marketing plan development? tomer needs, cre-
ate the right of-
a. Research customer needs, create the right offer- ferings, communi-
ings, communicate value cate value
b. Communicate value, create the right offerings,
launch promotional plan
c. Research customer needs, develop corporate strat-
egy, develop Mission Statement
d. Develop corporate strategy, develop Mission State-
ment, research customer needs
9. What marketplace issues might best be considered b. Competitor offer-
with a SWOT analysis? ings
a.Media selections
b.Competitor offerings
c.Organization and training
d.Position among competitors
10. Which of the following is a benefit of segmenting and d.Target cus-
targeting markets? tomers who cross
shop a competitor
a. Identify market expansion opportunities .x
b. Focus on profitable customers
c. Segmenting brands to provide customer benefits .x
d.Target customers who cross shop a competitor
1. Terri is a marketer who reviews leads to identify where a. Lead scoring
resources should be allocated. Which of the following
is she engaging in?
a. Lead scoring
b. Lead analysis
c. Lead exploration
d. Lead resourcer
2. To understand if a product offering is financially feasi- b. Customers' per-
ble, companies often consider which of the following? sonal value equa-
tion
a.Customers' value segmentation
b.Customers' personal value equation
c.Customers' income and demographics (x)
d.Customers' potential interest in the product
3. Pricing is the most important decision made by busi- c.
ness. Of the following, which three perspectives are Customer, eco-
considered when pricing? nomic, societal
a.Sales, customer, economic (x)
b.Sales, employee, executive
c.Customer, economic, societal
d.Customer, societal, sales (x)
4. What kind of business approach recognizes that con- c.Customer-orient-
sumers want value in both their products and ser- ed
vices?
, BUS203: Principles of Marketing - Saylor Direct Credit Final Exam with Answers
a.Market-oriented (x)
b.Product-oriented (x)
c.Customer-oriented
d.Service-oriented
5. Which of the following is designed to deliver one con-
sistent promotional message to a potential buyer?
a.Integrated marketing communication (x)
b.Advertising
c.Personal Selling (x)
d.Public Relation
6. What do companies use public relations to do? b. Create a favor-
able image for a
a. Build brand awareness through free advertising brand
b. Create a favorable image for a brand
c. Ensure a controlled audience response
d. Attract investors and maintain a relationship with
shareholders
7. Which of the following describes the process of de- c. Value chain
signing and manufacturing a product, and then bring-
ing it to the market?
a. Strategy
b.Exchange
c.Value chain
, d. Commercialization
8. Which of the following describes the proper order of a. Research cus-
the elements of marketing plan development? tomer needs, cre-
ate the right of-
a. Research customer needs, create the right offer- ferings, communi-
ings, communicate value cate value
b. Communicate value, create the right offerings,
launch promotional plan
c. Research customer needs, develop corporate strat-
egy, develop Mission Statement
d. Develop corporate strategy, develop Mission State-
ment, research customer needs
9. What marketplace issues might best be considered b. Competitor offer-
with a SWOT analysis? ings
a.Media selections
b.Competitor offerings
c.Organization and training
d.Position among competitors
10. Which of the following is a benefit of segmenting and d.Target cus-
targeting markets? tomers who cross
shop a competitor
a. Identify market expansion opportunities .x
b. Focus on profitable customers
c. Segmenting brands to provide customer benefits .x
d.Target customers who cross shop a competitor
