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Principles of Marketing

Description of the Examination

The Principles of Marketing examination covers the material that is usually taught in a one-semester introductory course in marketing. Such a course is usually known as Basic Marketing, Introduction to Marketing, Fundamentals of Marketing, Marketing, or Marketing Principles. The exam is concerned with the role of marketing in society and within a firm, understanding consumer and organizational markets, marketing strategy planning, the marketing mix, marketing institutions, and other selected topics, such as international marketing, ethics, marketing research, services and not-for-profit marketing. The candidate is also expected to have a basic knowledge of the economic/demographic, social/cultural, political/legal, and technological trends that are important to marketing.

The examination contains approximately 100 questions to be answered in 90 minutes. Some of these are pretest questions that will not be scored. Any time candidates spend on tutorials and providing personal information is in addition to the actual testing time.

Knowledge and Skills Required

The subject matter of the Principles of Marketing examination is drawn from the following topics in the approximate proportions indicated. The percentages next to the main topics indicate the approximate percentage of exam questions on that topic.

8%–13%
Role of Marketing in Society

  • Ethics
  • Nonprofit marketing
  • International marketing

17%–24%
Role of Marketing in a Firm

  • Marketing concept
  • Marketing strategy
  • Marketing environment
  • Marketing decision system
    • Marketing research
    • Marketing information system

22%–27%
Target Marketing

  • Consumer behavior
  • Segmentation
  • Positioning
  • Business-to-business markets

40%–50%
Marketing Mix

  • Product and service management
  • Branding
  • Pricing policies
  • Distribution channels and logistics
  • Integrated marketing communications/Promotion
  • Marketing application in e-commerce

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