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.
DO NOT TURN THIS PAGE OVER UNTIL INSTRUCTED.
GOOD LUCK!
Please fill in:
Name (in full):
Student ID:
Section:
Signature:
1
, 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.
I. Strategic Marketing and Customer Value
1. Which of the following best illustrates the concept of customer-perceived value?
A. A product with the lowest price
B. A customer choosing a higher-priced phone due to brand prestige
C. A company offering the most technologically advanced features
D. A firm with the highest profit margin
2. The societal marketing concept differs from the marketing concept in that it:
A. Prioritizes profitability above consumer wants
B. Emphasizes long-term societal welfare alongside customer satisfaction
C. Focuses purely on short-term sales
D. Targets only the mass market
3. A company focusing on delivering superior customer value and satisfaction is most likely
practicing:
A. Selling concept
B. Product concept
C. Marketing concept
D. Production concept
4. The value delivery network includes:
A. Only the company’s direct suppliers
B. All of a company’s departments
C. The company, suppliers, distributors, and customers
D. Government regulatory bodies
5. Customer equity is best defined as:
A. Total revenue from all customers
B. The value of potential future profits from a firm’s customer base
C. A company’s market capitalization
D. The price customers are willing to pay for a product
6. In strategic planning, the business portfolio refers to:
A. The product mix of a specific brand
B. A collection of businesses and products that make up the company
C. The total stock a company holds
D. The organizational structure of a company
7. The BCG matrix evaluates SBUs on the basis of:
A. Product innovation and cost
B. Relative market share and market growth rate
C. Customer satisfaction and brand loyalty
D. 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:
A. Product development
B. Market penetration
C. Diversification
D. Market development
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.
DO NOT TURN THIS PAGE OVER UNTIL INSTRUCTED.
GOOD LUCK!
Please fill in:
Name (in full):
Student ID:
Section:
Signature:
1
, 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.
I. Strategic Marketing and Customer Value
1. Which of the following best illustrates the concept of customer-perceived value?
A. A product with the lowest price
B. A customer choosing a higher-priced phone due to brand prestige
C. A company offering the most technologically advanced features
D. A firm with the highest profit margin
2. The societal marketing concept differs from the marketing concept in that it:
A. Prioritizes profitability above consumer wants
B. Emphasizes long-term societal welfare alongside customer satisfaction
C. Focuses purely on short-term sales
D. Targets only the mass market
3. A company focusing on delivering superior customer value and satisfaction is most likely
practicing:
A. Selling concept
B. Product concept
C. Marketing concept
D. Production concept
4. The value delivery network includes:
A. Only the company’s direct suppliers
B. All of a company’s departments
C. The company, suppliers, distributors, and customers
D. Government regulatory bodies
5. Customer equity is best defined as:
A. Total revenue from all customers
B. The value of potential future profits from a firm’s customer base
C. A company’s market capitalization
D. The price customers are willing to pay for a product
6. In strategic planning, the business portfolio refers to:
A. The product mix of a specific brand
B. A collection of businesses and products that make up the company
C. The total stock a company holds
D. The organizational structure of a company
7. The BCG matrix evaluates SBUs on the basis of:
A. Product innovation and cost
B. Relative market share and market growth rate
C. Customer satisfaction and brand loyalty
D. 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:
A. Product development
B. Market penetration
C. Diversification
D. Market development
