MAR 3023 Principles of Marketing Finals Exam (Qns & Ans) 2026

MAR 3023 Principles of Marketing Finals Exam (Qns & Ans) 2026

1. Which of the following best describes the concept of
integrated marketing communications (IMC)?
 - A. A one-time marketing campaign
 - B. Coordination of promotional efforts to ensure a consistent
message
 - C. A focus on digital marketing only
 - D. Independent marketing strategies for each product line
 ANS: B
 Rationale: IMC emphasizes the consistency of messaging
across various marketing channels to create a cohesive brand
experience.
2. In the context of marketing strategy, what is 'value
proposition'?
 - A. A statement that describes a company’s total revenue
potential
 - B. A promise of value to be delivered to customers
 - C. A discounted price offered to customers
 - D. A legal document outlining company policies
 ANS: B
 Rationale: A value proposition articulates how a product or
service meets customer needs and differentiates from competitors.

3. Which type of segmentation divides a market based on
demographic, geographic, and psychographic factors?
 - A. Behavioral segmentation
 - B. Multivariable segmentation
 - C. Benefit segmentation
 - D. Market segmentation
 ANS: D
 Rationale: Market segmentation utilizes various factors,
including demographics, geography, and psychographics, to
categorize potential customers.
4. What is the primary purpose of conducting market research?
 - A. To increase product prices
 - B. To determine the advertising budget
 - C. To understand consumer needs and market trends
 - D. To design the company logo
 ANS: C
 Rationale: Market research provides insights into consumer
preferences and market dynamics crucial for informed decisionmaking.
5. What does the term "brand equity" refer to? 

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