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Home > College Board Tests > CLEP: Exam Descriptions > Principles of Marketing

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 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. The percentages next to the main topics indicate the approximate percentages of exam questions on those topics.

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

Study Resources

Most textbooks used in college-level principles of marketing courses cover the topics in the outline given earlier, but the approaches to certain topics and the emphasis given to them may differ. To prepare for the Principles of Marketing exam, it is advisable to study one or more college textbooks, which can be found in most college bookstores. When selecting a textbook, check the table of contents against the "Knowledge and Skills Required" for this test. Please note that textbooks are updated frequently; it is important to use the latest editions of the textbooks you choose. Most textbooks now have study guides, computer applications, and case studies to accompany them. These learning aids could prove useful in the understanding and application of marketing concepts and principles. You can find textbooks used for college-level marketing courses in most college bookstores.

You can broaden your understanding of marketing principles and their applications by keeping abreast of current developments in the field from articles in newspapers and news magazines as well as in business publications such as The Wall Street Journal, Business Week, Harvard Business Review, Fortune, Ad Week, and Advertising Age. Journals found in most college libraries that will help you expand your knowledge of marketing principles include Journal of Marketing, Marketing Today, Journal of the Academy of Marketing Sciences, American Demographics, and Marketing Week. Books of readings, such as Annual Editions–Marketing, also are sources of current thinking. The Internet is another resource you could explore.