PRINCIPLES OF MARKETING 19TH
COMPREHENSIVE EXAM 2026 QUESTIONS
WITH SOLUTIONS GRADED A+
◉ The first step of the marketing process is to. Answer: Understand the
marketplace, which includes customer needs and wants
◉ Which of the following correctly identifies the five core customer and
marketplace concept? Answer: Needs, wants, and demands; market
offerings; value and satisfaction; exchanges and relationships; and
markets
◉ Which of the following represent market offerings? Answer: Products,
services, information, and experiences
◉ To design a winning marketing strategy, what are the two important
questions a marketing manager must answer? Answer: The two
questions are the following:
What customers will we serve? How can we serve these customers best?
◉ Which marketing management orientation holds that a firm should
have a customer focus to achieve sales and profits? Answer: The
marketing concept
, ◉ What are the two keys to building lasting customer relationships?
Answer: Value and satisfaction
◉ A company rarely gets 100% of a customer's purchases for a product
category. The share it does get of the customer's purchasing in its
product categories is called. Answer: share of customer
◉ Which of the following statements regarding the changing marketing
landscape is correct? Answer: The Great Recession caused consumers to
rethink their buying priorities
◉ Digital marketing tools used in digital and social media marketing
include. Answer: social media, mobile apps, and blogs
◉ Products and technologies eventually become outdated, but basic
market needs can last forever. For this reason, company mission
statements should be. Answer: market-oriented
◉ What is the correct sequence of the steps in the strategic planning
process? Answer: Define the company mission, set company objectives
and goals, design the business portfolio, and plan the market and other
functional strategies
◉ Most standard portfolio analysis methods evaluate strategic business
units (SBUs) on their performance in two important dimensions. What
COMPREHENSIVE EXAM 2026 QUESTIONS
WITH SOLUTIONS GRADED A+
◉ The first step of the marketing process is to. Answer: Understand the
marketplace, which includes customer needs and wants
◉ Which of the following correctly identifies the five core customer and
marketplace concept? Answer: Needs, wants, and demands; market
offerings; value and satisfaction; exchanges and relationships; and
markets
◉ Which of the following represent market offerings? Answer: Products,
services, information, and experiences
◉ To design a winning marketing strategy, what are the two important
questions a marketing manager must answer? Answer: The two
questions are the following:
What customers will we serve? How can we serve these customers best?
◉ Which marketing management orientation holds that a firm should
have a customer focus to achieve sales and profits? Answer: The
marketing concept
, ◉ What are the two keys to building lasting customer relationships?
Answer: Value and satisfaction
◉ A company rarely gets 100% of a customer's purchases for a product
category. The share it does get of the customer's purchasing in its
product categories is called. Answer: share of customer
◉ Which of the following statements regarding the changing marketing
landscape is correct? Answer: The Great Recession caused consumers to
rethink their buying priorities
◉ Digital marketing tools used in digital and social media marketing
include. Answer: social media, mobile apps, and blogs
◉ Products and technologies eventually become outdated, but basic
market needs can last forever. For this reason, company mission
statements should be. Answer: market-oriented
◉ What is the correct sequence of the steps in the strategic planning
process? Answer: Define the company mission, set company objectives
and goals, design the business portfolio, and plan the market and other
functional strategies
◉ Most standard portfolio analysis methods evaluate strategic business
units (SBUs) on their performance in two important dimensions. What
