PRINCIPLES OF MARKETING

Principles of marketing final exam 2025 Amsterdam Business School Bachelors in business administration & UvA

PRINCIPLES OF MARKETING

Final Exam 2025 Duration - 2 hours / Questions – 65 No Aids Allowed This is a closed book, closed notes final exam. Point allocation is indicated in parentheses. The total is 100 points. Use a pencil to answer Part I on a multiple choice scantron sheet . Answer Parts II and III using examination booklets .

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Principles of marketing final exam 2025 Part I: MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. Use the scantron sheet.

1 Point per Question. Total Points: 50.

• Strategic Marketing and Customer Value

1.Which of the following best illustrates the concept of customer-perceived value?

• A product with the lowest price
• A customer choosing a higher-priced phone due to brand prestige
• A company offering the most technologically advanced features
• A firm with the highest profit margin

2.The societal marketing concept differs from the marketing concept in that it:

• Prioritizes profitability above consumer wants
• Emphasizes long-term societal welfare alongside customer satisfaction
• Focuses purely on short-term sales
• Targets only the mass market

3.A company focusing on delivering superior customer value and satisfaction is most likely

practicing:

• Selling concept
• Product concept
• Marketing concept
• Production concept

4.The value delivery network includes:

• Only the company’s direct suppliers
• All of a company’s departments
• The company, suppliers, distributors, and customers
• Government regulatory bodies

5.Customer equity is best defined as:

• Total revenue from all customers
• The value of potential future profits from a firm’s customer base
• A company’s market capitalization
• The price customers are willing to pay for a product

6.In strategic planning, the business portfolio refers to:

• The product mix of a specific brand
• A collection of businesses and products that make up the company
• The total stock a company holds
• The organizational structure of a company

7.The BCG matrix evaluates SBUs on the basis of:

• Product innovation and cost
• Relative market share and market growth rate
• Customer satisfaction and brand loyalty
• Price and promotional spend

8.A company that seeks to grow by identifying and developing new markets for its current products is

pursuing a strategy of:

• Product development
• Market penetration
• Diversification
• Market development
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