Improved Learning Questions for Kotler’s 22 Chapters Anna O. Medina July 2011 http://annalimedina.blogspot.com/
TOP  Learning Questions for Kotler’s 22 Chapters Ria Abendan July 2011
4. Value is the sum of customers’ perceived _______ and _______. <ul><li>Expectation and benefit </li></ul><ul><li>Share o...
What is the definition of “Value” <ul><li>Value pertains to a customers expectation and percieved benefit </li></ul><ul><l...
Value and Satisfaction are important concepts in Marketing <ul><li>Value = sum of customers’ perceived benefits and costs ...
What is the definition of “Value” <ul><li>Value pertains to a customers expectation and percieved benefit </li></ul><ul><l...
10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada April 15, 2011 www.stevenandra...
5. What kind of business orientation that puts the customer at the heart of the business? <ul><li>Product orientation </li...
Placing a customer first is an example of what type of orientation? <ul><li>Product orientation </li></ul><ul><li>Price or...
Examples www.stevenandrada.blogspot.com Company Product Market Cebu Pacific Air We run an Airline company It’s time everyo...
Placing a customer first is an example of what type of orientation? <ul><li>Product orientation </li></ul><ul><li>Price or...
TOP 10 Learning Questions  Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana April 2011 htt...
1. Marketing Information System (MIS) consists of the following except:  http://kavellana.blogspot.com <ul><li>People </li...
1. Marketing Information System (MIS) lays on what key ingredient: <ul><li>People Information </li></ul><ul><li>Equipment ...
Marketing Information System (MIS) http://kavellana.blogspot.com <ul><li>Consists of  people, equipment and procedures  to...
1. Marketing Information System (MIS) lays on what key ingredient: <ul><li>People Information </li></ul><ul><li>Equipment ...
TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani 15th April ’201...
#8: Cluster sample and Quota sample are types of ___ <ul><li>A. Probability samples </li></ul><ul><li>B. Non-Probability s...
#8: Cluster sample and Quota sample are types of ___ <ul><li>A. Probability measurements </li></ul><ul><li>B. Non-Probabil...
Concept: What are the types of samples in order to generate primary data? <ul><li>Probability Samples </li></ul><ul><ul><l...
#8: Cluster sample and Quota sample are types of ___ <ul><li>A. Probability measurements </li></ul><ul><li>B. Non-Probabil...
TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5  Joan Soliven April 15, 2011 http:/...
All are examples of how to use a database except..? <ul><li>Identify Prospects </li></ul><ul><li>Target Offers  </li></ul>...
10.  Which is not one of the ways in using Database? <ul><li>Identify Prospects </li></ul><ul><li>Target Offers  </li></ul...
Five Ways in using Database To identify prospects  To target offers  To deepen loyalty To reactive customers  To avoid mis...
10.  Which is not one of the ways in using Database? <ul><li>Identify Prospects </li></ul><ul><li>Target Offers  </li></ul...
Analyzing Consumer Markets Rustie M. Fidel April 15, 2011 Top 10 Learning Questions for  Chapter 06 : http://rustie27.blog...
There are 5 Brands of Personality.  Sincerity, Sophistication, Excitement, Ruggedness and _____ . <ul><li>Integrity </li><...
Sincerity, Sophistication, Excitement, Ruggedness and competence are all examples of? <ul><li>Brand Identity </li></ul><ul...
Brand Personality Sincerity  Excitement  Sophistication  Competence  Ruggedness  http://rustie27.blogspot.com/
Sincerity, Sophistication, Excitement, Ruggedness and competence are all examples of? <ul><li>Brand Identity </li></ul><ul...
 
 
Office requisitions are an example of: <ul><li>A. Reorders </li></ul><ul><li>B. Supplies consumable </li></ul><ul><li>c. M...
 
Office requisitions are an example of: <ul><li>A. Reorders </li></ul><ul><li>B. Supplies consumable </li></ul><ul><li>c. M...
TOP 10 Learning Questions  Ch 8: Identifying Market Segments and Targets Myrtle Frantilla April 14, 2011 http://myrtlefran...
http://myrtlefrantilla.blogspot.com / All of the following are Behavioral Variables EXCEPT:  <ul><li>Occasions </li></ul><...
All of the following are Behavioral Variables EXCEPT:  <ul><li>Occasions </li></ul><ul><li>Benefits </li></ul><ul><li>User...
Behavioral Segmentation http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / Decision Roles <ul><li...
All of the following are Behavioral Variables EXCEPT:  <ul><li>Occasions </li></ul><ul><li>Benefits </li></ul><ul><li>User...
TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan April 2011 http://taeyangxinyi.blogspot.com
______ is what the brand stands for and what it promises to consumers. <ul><li>Brand Essence </li></ul><ul><li>Brand Ident...
______ is what the brand stands for and what it promises to consumers. <ul><li>Brand Promise </li></ul><ul><li>Brand Ident...
Aaker Model Start managing your brand <ul><li>Brand Identity </li></ul><ul><li>- what the brand stands for  (and) </li></u...
______ is what the brand stands for and what it promises to consumers. <ul><li>Brand Promise </li></ul><ul><li>Brand Ident...
TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray/ Ira A. Ong April 15, 2011 http://an...
1.  are associations/benefits that can be shared with other brands.   <ul><li>Points-of-Parity </li></ul><ul><li>Points-of...
Points of parity pertains to:   <ul><li>Benefits/associations that can be shared with other brands </li></ul><ul><li>Benef...
POPs are POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com
Points of parity pertains to:   <ul><li>Benefits/associations that can be shared with other brands </li></ul><ul><li>Benef...
TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao/ Ira A. Ong April 2011
4. Switching cost is an example barrier to entry of  <ul><li>Supplier Power </li></ul><ul><li>Threat of new entrants </li>...
Switching cost is an example of  <ul><li>Customers Purchasing Power </li></ul><ul><li>Threat of new entrants </li></ul><ul...
What determines market segment? Michael Porter’s Five Forces
Switching cost is an example of  <ul><li>Customers Purchasing Power </li></ul><ul><li>Threat of new entrants </li></ul><ul...
TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor April 14, 2011 A Downloadable Template For use  in...
1. It is the a classification of product based on use and shopping habits of customers?  <ul><li>Durability and Tangibilit...
____is the a classification of a product based on use and shopping habits of customers.  <ul><li>Durability and Tangibilit...
Concept 4: Market Survival Mix of Different Product Classifications – Use (Consumer Goods) <ul><li>Consumer Goods  for end...
____is the a classification of a product based on use and shopping habits of customers.  <ul><li>Durability and Tangibilit...
TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao/  April 2011 rgwenceslao.blogs...
5. Service positioning strategy can be made tangible through? 4 <ul><li>Price, Place, People </li></ul><ul><li>Place, Prom...
____, _____, ____ makes service positioning strategy tangible  <ul><li>Price, Place, People </li></ul><ul><li>Place, Promo...
Services can be made tangible through 4 <ul><li>Place </li></ul><ul><li>People </li></ul><ul><li>Equipment </li></ul><ul><...
____, _____, ____ makes service positioning strategy tangible  <ul><li>Price, Place, People </li></ul><ul><li>Place, Promo...
TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza April 15, 2011 meghanngettingthere...
10. The sale of KFC’s Bucket Meal or McDonald’s Twister    Fries is a good example of companies adapting their    prices v...
10. The case on the sale  of KFC’s Bucket Meal vs. McDonald’s Twister Fries is an example of: <ul><li>Geographical Method ...
This method helps COMPANIES INCREASE SALES meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13...
This method also helps to increase publicity and demand meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing M...
10. The case on the sale  of KFC’s Bucket Meal vs. McDonald’s Twister Fries is an example of: <ul><li>Geographical Method ...
 
All listed are major types of retailer except: <ul><li>Superstore </li></ul><ul><li>Convenience Store </li></ul><ul><li>Ba...
All are samples of a retailer except:  <ul><li>Convenient Stores </li></ul><ul><li>Groceries </li></ul><ul><li>Malls </li>...
Specialty Store <ul><li>- Limited product lines such as jewelry or men’s clothing </li></ul>Source: Marketing Management 1...
Department Store <ul><li>Wide variety of product lines </li></ul>Source: Marketing Management 13 th  Ed by Philip Kotler M...
Supermarket <ul><li>Wide range of food, toiletries, and other basic household items </li></ul>Source: Marketing Management...
Convenience Store <ul><li>- Similiar to a supermarket, but at a smaller scale </li></ul><ul><li>- Usually located in resid...
Discount Store <ul><li>-  wide variety of merchandise at low prices </li></ul>Source: Marketing Management 13 th  Ed by Ph...
Off-price Retailer <ul><li>-  Goods priced below regular retail prices. </li></ul>Source: Marketing Management 13 th  Ed b...
Superstore <ul><li>specializes in a range of related products </li></ul><ul><li>huge selling space </li></ul><ul><li>Can b...
Catalog Showroom <ul><li>Small area for display, big area for warehousing </li></ul><ul><li>Has declined since the boom of...
All are samples of a retailer except:  <ul><li>Convenient Stores </li></ul><ul><li>Groceries </li></ul><ul><li>Malls </li>...
  Chapter 17 Designing and Managing Integrated Marketing Yang Zhao April. 2011 http://zhaointote.blogspot.com/ TOP 10 Lear...
3.The hierarchy-of-effects in marketing communications <ul><li>a)  Attention - Interest - Desire - Action </li></ul><ul><l...
Marketing Communications follows which basic model? <ul><li>AIDA Model </li></ul><ul><li>Hierarchy of Effects Model </li><...
Model in chart http://zhaointote.blogspot.com/
Marketing Communications follows which basic model? <ul><li>AIDA Model </li></ul><ul><li>Hierarchy of Effects Model </li><...
TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo April 14, 2011 http://ph.link...
2. Among the 5 factors to consider in setting the advertising budget, which statement is TRUE? <ul><li>Established brands ...
What must be considered in the establishment of an advertising budget? <ul><li>Stage in product life cycle </li></ul><ul><...
5 factors to consider in setting up an advertising budget http://ph.linkedin.com/in/francisbensoncabehugo
What must be considered in the establishment of an advertising budget? <ul><li>Stage in product life cycle </li></ul><ul><...
TOP 10 Learning Questions for   Ch 19: Managing Personal Communications Caroline P. Quarte April 2011 http://carolinequart...
3. What is the RFM formula for selecting prospects? <ul><li>Reduction, Functionality, Mobility </li></ul><ul><li>Recency, ...
In advertising what is the RFM formula? <ul><li>Reduction, Functionality, Mobility </li></ul><ul><li>Recency, Frequency, M...
RFM Formula  is a marketing technique used to determine quantitatively which customers are the best ones <ul><li>how recen...
In advertising what is the RFM formula? <ul><li>Reduction, Functionality, Mobility </li></ul><ul><li>Recency, Frequency, M...
TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon April 15, 2011 http://louiemar...
3. Which of the following statements in creativity techniques is false?  <ul><li>In attribute listing, list first the attr...
Which of the following statements is false?  <ul><li>In attribute listing, list first the attributes of an object and then...
Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com <ul><li>Familiar Process: </...
Which of the following statements is false?  <ul><li>In attribute listing, list first the attributes of an object and then...
TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. April 14, 2011 www.leeaizabelsandel.bl...
1. The following are the stages of Internationalization. Except… <ul><li>No regular export activities. </li></ul><ul><li>M...
A key success ingredient to enter the international market is: <ul><li>Market products/service internationally </li></ul><...
4 Stages of Internationalization Establish sales subsidiaries No  regular export activity Export via  independent agents E...
A key success ingredient to enter the international market is: <ul><li>Market products/service internationally </li></ul><...
TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano Ap...
1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because...
A key benefit of Internal Marketing is________ .  <ul><li>Proficiency </li></ul><ul><li>Simplicity </li></ul><ul><li>Effic...
FUNCTIONAL ORGANIZATION 5 miralynnserrano.blogspot.com is the most  COMMON  form of  Marketing organization and for  Admin...
Effective  Internal  Marketing using  FUNCTIONAL ORGANIZATION 7 miralynnserrano.blogspot.com Marketing Vice President Cons...
A key benefit of Internal Marketing is________ .  <ul><li>Proficiency </li></ul><ul><li>Simplicity </li></ul><ul><li>Effic...
Improved Learning Questions for Kotler’s 22 Chapters Anna O. Medina July 2011 http://annalimedina.blogspot.com/
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20 improved questions for midterms medina

  1. 1. Improved Learning Questions for Kotler’s 22 Chapters Anna O. Medina July 2011 http://annalimedina.blogspot.com/
  2. 2. TOP Learning Questions for Kotler’s 22 Chapters Ria Abendan July 2011
  3. 3. 4. Value is the sum of customers’ perceived _______ and _______. <ul><li>Expectation and benefit </li></ul><ul><li>Share of mind and equity </li></ul><ul><li>Image and equity </li></ul><ul><li>Equity and cost </li></ul><ul><li>Cost and benefit </li></ul>
  4. 4. What is the definition of “Value” <ul><li>Value pertains to a customers expectation and percieved benefit </li></ul><ul><li>Value is brand equity </li></ul><ul><li>Value is image and quality </li></ul><ul><li>Value pertains to a customer’s expectation and the products ability to deliver based on perceived expectation </li></ul><ul><li>Value pertains to a product’s cost vs. its benefit </li></ul>http://annalimedina.blogspot.com/
  5. 5. Value and Satisfaction are important concepts in Marketing <ul><li>Value = sum of customers’ perceived benefits and costs </li></ul><ul><li>Combination of the customer value triad (QSP) </li></ul>VALUE QUALITY SERVICE PRICE
  6. 6. What is the definition of “Value” <ul><li>Value pertains to a customers expectation and percieved benefit </li></ul><ul><li>Value is brand equity </li></ul><ul><li>Value is image and quality </li></ul><ul><li>Value pertains to a customer’s expectation and the products ability to deliver based on perceived expectation </li></ul><ul><li>Value pertains to a product’s cost vs. its benefit </li></ul>http://annalimedina.blogspot.com/
  7. 7. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada April 15, 2011 www.stevenandrada.blogspot.com
  8. 8. 5. What kind of business orientation that puts the customer at the heart of the business? <ul><li>Product orientation </li></ul><ul><li>Geographical orientation </li></ul><ul><li>Market orientation </li></ul><ul><li>Competence orientation </li></ul><ul><li>None of the above </li></ul>www.stevenandrada.blogspot.com
  9. 9. Placing a customer first is an example of what type of orientation? <ul><li>Product orientation </li></ul><ul><li>Price orientation </li></ul><ul><li>Place orientation </li></ul><ul><li>People orientation </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com/
  10. 10. Examples www.stevenandrada.blogspot.com Company Product Market Cebu Pacific Air We run an Airline company It’s time everyone to flies PLDT We run a Telecommunication company We’re changing lives
  11. 11. Placing a customer first is an example of what type of orientation? <ul><li>Product orientation </li></ul><ul><li>Price orientation </li></ul><ul><li>Place orientation </li></ul><ul><li>People orientation </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com/
  12. 12. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana April 2011 http://kavellana.blogspot.com
  13. 13. 1. Marketing Information System (MIS) consists of the following except: http://kavellana.blogspot.com <ul><li>People </li></ul><ul><li>Equipment </li></ul><ul><li>Information </li></ul><ul><li>Procedures </li></ul><ul><li>All of the above </li></ul>
  14. 14. 1. Marketing Information System (MIS) lays on what key ingredient: <ul><li>People Information </li></ul><ul><li>Equipment Information </li></ul><ul><li>Intelligence report </li></ul><ul><li>Procedural information </li></ul><ul><li>All of the above </li></ul>http://annalimedina.blogspot.com/
  15. 15. Marketing Information System (MIS) http://kavellana.blogspot.com <ul><li>Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers. </li></ul>
  16. 16. 1. Marketing Information System (MIS) lays on what key ingredient: <ul><li>People Information </li></ul><ul><li>Equipment Information </li></ul><ul><li>Intelligence report </li></ul><ul><li>Procedural information </li></ul><ul><li>All of the above </li></ul>http://annalimedina.blogspot.com/
  17. 17. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani 15th April ’2011 http://meghabehani.blogspot.com
  18. 18. #8: Cluster sample and Quota sample are types of ___ <ul><li>A. Probability samples </li></ul><ul><li>B. Non-Probability samples </li></ul><ul><li>C. Simple random samples </li></ul><ul><li>D. Samples where one belongs to probability sample and the other belongs to non-probability sample </li></ul><ul><li>E. None of the above </li></ul>http://meghabehani.blogspot.com
  19. 19. #8: Cluster sample and Quota sample are types of ___ <ul><li>A. Probability measurements </li></ul><ul><li>B. Non-Probability measurements </li></ul><ul><li>C. Simple random measurements </li></ul><ul><li>D. Primary data measurements </li></ul><ul><li>E. None of the above </li></ul>http://annalimedina.blogspot.com/
  20. 20. Concept: What are the types of samples in order to generate primary data? <ul><li>Probability Samples </li></ul><ul><ul><li>Simple random </li></ul></ul><ul><ul><li>Stratified random </li></ul></ul><ul><ul><li>Cluster </li></ul></ul><ul><li>Nonprobability Samples </li></ul><ul><ul><li>Covenience </li></ul></ul><ul><ul><li>Judgement </li></ul></ul><ul><ul><li>Quota </li></ul></ul>http://meghabehani.blogspot.com
  21. 21. #8: Cluster sample and Quota sample are types of ___ <ul><li>A. Probability measurements </li></ul><ul><li>B. Non-Probability measurements </li></ul><ul><li>C. Simple random measurements </li></ul><ul><li>D. Primary data measurements </li></ul><ul><li>E. None of the above </li></ul>http://annalimedina.blogspot.com/
  22. 22. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven April 15, 2011 http://joansoliven.blogspot.com/
  23. 23. All are examples of how to use a database except..? <ul><li>Identify Prospects </li></ul><ul><li>Target Offers </li></ul><ul><li>Avoid Mistakes </li></ul><ul><li>Deepen Loyalty </li></ul><ul><li>Know Competitors </li></ul>
  24. 24. 10. Which is not one of the ways in using Database? <ul><li>Identify Prospects </li></ul><ul><li>Target Offers </li></ul><ul><li>Avoid Mistakes </li></ul><ul><li>Deepen Loyalty </li></ul><ul><li>Interactive customers </li></ul>http://annalimedina.blogspot.com/
  25. 25. Five Ways in using Database To identify prospects To target offers To deepen loyalty To reactive customers To avoid mistakes http://joansoliven.blogspot.com/ Source: Marketing Management 13 th Edition by Philip Kotler
  26. 26. 10. Which is not one of the ways in using Database? <ul><li>Identify Prospects </li></ul><ul><li>Target Offers </li></ul><ul><li>Avoid Mistakes </li></ul><ul><li>Deepen Loyalty </li></ul><ul><li>Interactive customers </li></ul>http://annalimedina.blogspot.com/
  27. 27. Analyzing Consumer Markets Rustie M. Fidel April 15, 2011 Top 10 Learning Questions for Chapter 06 : http://rustie27.blogspot.com/
  28. 28. There are 5 Brands of Personality. Sincerity, Sophistication, Excitement, Ruggedness and _____ . <ul><li>Integrity </li></ul><ul><li>Honesty </li></ul><ul><li>Hope </li></ul><ul><li>Competence </li></ul><ul><li>None of the Above </li></ul>http://rustie27.blogspot.com/
  29. 29. Sincerity, Sophistication, Excitement, Ruggedness and competence are all examples of? <ul><li>Brand Identity </li></ul><ul><li>Brand Equity </li></ul><ul><li>Brand Building </li></ul><ul><li>D. Brand Personality </li></ul><ul><li>None of the Above </li></ul>http://annalimedina.blogspot.com/
  30. 30. Brand Personality Sincerity Excitement Sophistication Competence Ruggedness http://rustie27.blogspot.com/
  31. 31. Sincerity, Sophistication, Excitement, Ruggedness and competence are all examples of? <ul><li>Brand Identity </li></ul><ul><li>Brand Equity </li></ul><ul><li>Brand Building </li></ul><ul><li>D. Brand Personality </li></ul><ul><li>None of the Above </li></ul>http://annalimedina.blogspot.com/
  32. 34. Office requisitions are an example of: <ul><li>A. Reorders </li></ul><ul><li>B. Supplies consumable </li></ul><ul><li>c. Modified re-buy </li></ul><ul><li>D. Straight re-buy </li></ul><ul><li>E. New Task </li></ul>http://annalimedina.blogspot.com/
  33. 36. Office requisitions are an example of: <ul><li>A. Reorders </li></ul><ul><li>B. Supplies consumable </li></ul><ul><li>c. Modified re-buy </li></ul><ul><li>D. Straight re-buy </li></ul><ul><li>E. New Task </li></ul>http://annalimedina.blogspot.com/
  34. 37. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets Myrtle Frantilla April 14, 2011 http://myrtlefrantilla.blogspot.com /
  35. 38. http://myrtlefrantilla.blogspot.com / All of the following are Behavioral Variables EXCEPT: <ul><li>Occasions </li></ul><ul><li>Benefits </li></ul><ul><li>User Status </li></ul><ul><li>Loyalty Status </li></ul><ul><li>They are all examples of Behavioral Variables </li></ul>
  36. 39. All of the following are Behavioral Variables EXCEPT: <ul><li>Occasions </li></ul><ul><li>Benefits </li></ul><ul><li>User Status </li></ul><ul><li>Loyalty Status </li></ul><ul><li>User preferences </li></ul>http://annalimedina.blogspot.com/
  37. 40. Behavioral Segmentation http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / Decision Roles <ul><li>Initiator </li></ul><ul><li>Influencer </li></ul><ul><li>Decider </li></ul><ul><li>Buyer </li></ul><ul><li>Seller </li></ul>Behavioral Variable <ul><li>Occasions </li></ul><ul><li>Benefits </li></ul><ul><li>User Status </li></ul><ul><li>Buyer Readiness </li></ul><ul><li>Loyalty Status </li></ul><ul><li>User Rate </li></ul><ul><li>Attitude </li></ul>
  38. 41. All of the following are Behavioral Variables EXCEPT: <ul><li>Occasions </li></ul><ul><li>Benefits </li></ul><ul><li>User Status </li></ul><ul><li>Loyalty Status </li></ul><ul><li>User preferences </li></ul>http://annalimedina.blogspot.com/
  39. 42. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan April 2011 http://taeyangxinyi.blogspot.com
  40. 43. ______ is what the brand stands for and what it promises to consumers. <ul><li>Brand Essence </li></ul><ul><li>Brand Identity </li></ul><ul><li>Brand Personality </li></ul><ul><li>Brand Image </li></ul><ul><li>Brand Characteristic </li></ul>http://taeyangxinyi.blogspot.com
  41. 44. ______ is what the brand stands for and what it promises to consumers. <ul><li>Brand Promise </li></ul><ul><li>Brand Identity </li></ul><ul><li>Brand Personality </li></ul><ul><li>Brand Image </li></ul><ul><li>Brand Name </li></ul>http://annalimedina.blogspot.com/
  42. 45. Aaker Model Start managing your brand <ul><li>Brand Identity </li></ul><ul><li>- what the brand stands for (and) </li></ul><ul><li>- what the brands promises to customers </li></ul><ul><ul><li>Core Identity Elements </li></ul></ul><ul><ul><li>Extended Identity Elements </li></ul></ul><ul><ul><li>Brand Essence </li></ul></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  43. 46. ______ is what the brand stands for and what it promises to consumers. <ul><li>Brand Promise </li></ul><ul><li>Brand Identity </li></ul><ul><li>Brand Personality </li></ul><ul><li>Brand Image </li></ul><ul><li>Brand Name </li></ul>http://annalimedina.blogspot.com/
  44. 47. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray/ Ira A. Ong April 15, 2011 http://annaguray06.blogspot.com
  45. 48. 1. are associations/benefits that can be shared with other brands. <ul><li>Points-of-Parity </li></ul><ul><li>Points-of-Difference </li></ul><ul><li>Brand Image </li></ul><ul><li>Brand Concept </li></ul><ul><li>Points-of-Value </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  46. 49. Points of parity pertains to: <ul><li>Benefits/associations that can be shared with other brands </li></ul><ul><li>Benefits/associations that can be shared with the customers </li></ul><ul><li>Benefits/associations that can be shared with stakeholders </li></ul>http://annalimedina.blogspot.com/
  47. 50. POPs are POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com
  48. 51. Points of parity pertains to: <ul><li>Benefits/associations that can be shared with other brands </li></ul><ul><li>Benefits/associations that can be shared with the customers </li></ul><ul><li>Benefits/associations that can be shared with stakeholders </li></ul>http://annalimedina.blogspot.com/
  49. 52. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao/ Ira A. Ong April 2011
  50. 53. 4. Switching cost is an example barrier to entry of <ul><li>Supplier Power </li></ul><ul><li>Threat of new entrants </li></ul><ul><li>Buyer Power </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>
  51. 54. Switching cost is an example of <ul><li>Customers Purchasing Power </li></ul><ul><li>Threat of new entrants </li></ul><ul><li>Customers Preferences </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com/
  52. 55. What determines market segment? Michael Porter’s Five Forces
  53. 56. Switching cost is an example of <ul><li>Customers Purchasing Power </li></ul><ul><li>Threat of new entrants </li></ul><ul><li>Customers Preferences </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com/
  54. 57. TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor April 14, 2011 A Downloadable Template For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria
  55. 58. 1. It is the a classification of product based on use and shopping habits of customers? <ul><li>Durability and Tangibility </li></ul><ul><li>Industrial Goods </li></ul><ul><li>Consumer Goods </li></ul><ul><li>Homo/Heterogeneous Goods </li></ul><ul><li>None of the above </li></ul>
  56. 59. ____is the a classification of a product based on use and shopping habits of customers. <ul><li>Durability and Tangibility </li></ul><ul><li>Industrial Goods </li></ul><ul><li>Consumer Goods </li></ul><ul><li>Homo/Heterogeneous Goods </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com/
  57. 60. Concept 4: Market Survival Mix of Different Product Classifications – Use (Consumer Goods) <ul><li>Consumer Goods for end users’ consumption on the basis of shopping habits. </li></ul>http://www.slideshare.net/ivyvillamor Convenience Shopping Specialty Unsought
  58. 61. ____is the a classification of a product based on use and shopping habits of customers. <ul><li>Durability and Tangibility </li></ul><ul><li>Industrial Goods </li></ul><ul><li>Consumer Goods </li></ul><ul><li>Homo/Heterogeneous Goods </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com/
  59. 62. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao/ April 2011 rgwenceslao.blogspot.com
  60. 63. 5. Service positioning strategy can be made tangible through? 4 <ul><li>Price, Place, People </li></ul><ul><li>Place, Promotion, Price </li></ul><ul><li>People, Product, Promotion </li></ul><ul><li>Price, Position, Promotion </li></ul><ul><li>Product, Place, People </li></ul>
  61. 64. ____, _____, ____ makes service positioning strategy tangible <ul><li>Price, Place, People </li></ul><ul><li>Place, Promotion, Price </li></ul><ul><li>People, Product, Promotion </li></ul><ul><li>Price, Position, Promotion </li></ul><ul><li>Product, Place, People </li></ul>http://annalimedina.blogspot.com/
  62. 65. Services can be made tangible through 4 <ul><li>Place </li></ul><ul><li>People </li></ul><ul><li>Equipment </li></ul><ul><li>Communication material </li></ul><ul><li>Symbols </li></ul><ul><li>Price </li></ul>
  63. 66. ____, _____, ____ makes service positioning strategy tangible <ul><li>Price, Place, People </li></ul><ul><li>Place, Promotion, Price </li></ul><ul><li>People, Product, Promotion </li></ul><ul><li>Price, Position, Promotion </li></ul><ul><li>Product, Place, People </li></ul>http://annalimedina.blogspot.com/
  64. 67. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza April 15, 2011 meghanngettingthere.blogspot.com
  65. 68. 10. The sale of KFC’s Bucket Meal or McDonald’s Twister Fries is a good example of companies adapting their prices via this method. <ul><li>Geographical </li></ul><ul><li>Discounts/Allowances </li></ul><ul><li>Promotional </li></ul><ul><li>Differentiated </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  66. 69. 10. The case on the sale of KFC’s Bucket Meal vs. McDonald’s Twister Fries is an example of: <ul><li>Geographical Method </li></ul><ul><li>Discounts Method </li></ul><ul><li>Promotional Method </li></ul><ul><li>Differentiated Method </li></ul>http://annalimedina.blogspot.com/
  67. 70. This method helps COMPANIES INCREASE SALES meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  68. 71. This method also helps to increase publicity and demand meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  69. 72. 10. The case on the sale of KFC’s Bucket Meal vs. McDonald’s Twister Fries is an example of: <ul><li>Geographical Method </li></ul><ul><li>Discounts Method </li></ul><ul><li>Promotional Method </li></ul><ul><li>Differentiated Method </li></ul>http://annalimedina.blogspot.com/
  70. 74. All listed are major types of retailer except: <ul><li>Superstore </li></ul><ul><li>Convenience Store </li></ul><ul><li>Bazaar </li></ul><ul><li>Catalog Showroom </li></ul><ul><li>Discount Store </li></ul>Question 10
  71. 75. All are samples of a retailer except: <ul><li>Convenient Stores </li></ul><ul><li>Groceries </li></ul><ul><li>Malls </li></ul><ul><li>Catalogue Showroom </li></ul><ul><li>Discount Stores </li></ul><ul><li>Bazaars </li></ul>http://annalimedina.blogspot.com/
  72. 76. Specialty Store <ul><li>- Limited product lines such as jewelry or men’s clothing </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler Major Types of Retailer
  73. 77. Department Store <ul><li>Wide variety of product lines </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler Major Types of Retailer
  74. 78. Supermarket <ul><li>Wide range of food, toiletries, and other basic household items </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler Major Types of Retailer
  75. 79. Convenience Store <ul><li>- Similiar to a supermarket, but at a smaller scale </li></ul><ul><li>- Usually located in residential areas </li></ul><ul><li>- Provide customers convenient place and time to buy needed items </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler Major Types of Retailer
  76. 80. Discount Store <ul><li>- wide variety of merchandise at low prices </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler Major Types of Retailer
  77. 81. Off-price Retailer <ul><li>- Goods priced below regular retail prices. </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler Major Types of Retailer
  78. 82. Superstore <ul><li>specializes in a range of related products </li></ul><ul><li>huge selling space </li></ul><ul><li>Can be selling either gen. merchandise or specialty stores </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler Major Types of Retailer
  79. 83. Catalog Showroom <ul><li>Small area for display, big area for warehousing </li></ul><ul><li>Has declined since the boom of online shopping </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler Major Types of Retailer
  80. 84. All are samples of a retailer except: <ul><li>Convenient Stores </li></ul><ul><li>Groceries </li></ul><ul><li>Malls </li></ul><ul><li>Catalogue Showroom </li></ul><ul><li>Discount Stores </li></ul><ul><li>Bazaars </li></ul>http://annalimedina.blogspot.com/
  81. 85. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao April. 2011 http://zhaointote.blogspot.com/ TOP 10 Learning Question for
  82. 86. 3.The hierarchy-of-effects in marketing communications <ul><li>a) Attention - Interest - Desire - Action </li></ul><ul><li>b) Awareness - Knowledge - Liking - Preference - </li></ul><ul><li>Conviction - Purchase </li></ul><ul><li>c) Exposure - Reception - Cognitive Response - </li></ul><ul><li>Attitude - Intention - Behavior </li></ul><ul><li>d) Awareness - Interest - Evaluation - Trial - </li></ul><ul><li>Adoption </li></ul>http://zhaointote.blogspot.com/
  83. 87. Marketing Communications follows which basic model? <ul><li>AIDA Model </li></ul><ul><li>Hierarchy of Effects Model </li></ul><ul><li>Innovation – Adoption Model </li></ul><ul><li>Communications Model </li></ul><ul><li>Branding Model </li></ul>http://annalimedina.blogspot.com/
  84. 88. Model in chart http://zhaointote.blogspot.com/
  85. 89. Marketing Communications follows which basic model? <ul><li>AIDA Model </li></ul><ul><li>Hierarchy of Effects Model </li></ul><ul><li>Innovation – Adoption Model </li></ul><ul><li>Communications Model </li></ul><ul><li>Branding Model </li></ul>http://annalimedina.blogspot.com/
  86. 90. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
  87. 91. 2. Among the 5 factors to consider in setting the advertising budget, which statement is TRUE? <ul><li>Established brands are usually supported with higher advertising budgets. </li></ul><ul><li>High-market-share brands usually require less advertising expense as a percentage of sales. </li></ul><ul><li>A brand does not need to advertise more heavily in a market with many competitors. </li></ul><ul><li>Advertising frequency does not have an impact on the advertising budget. </li></ul><ul><li>None of the above </li></ul>http://ph.linkedin.com/in/francisbensoncabehugo
  88. 92. What must be considered in the establishment of an advertising budget? <ul><li>Stage in product life cycle </li></ul><ul><li>Market share and consumer base </li></ul><ul><li>Competition and clutter </li></ul><ul><li>Advertising frequency </li></ul><ul><li>Product sustainability </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com/
  89. 93. 5 factors to consider in setting up an advertising budget http://ph.linkedin.com/in/francisbensoncabehugo
  90. 94. What must be considered in the establishment of an advertising budget? <ul><li>Stage in product life cycle </li></ul><ul><li>Market share and consumer base </li></ul><ul><li>Competition and clutter </li></ul><ul><li>Advertising frequency </li></ul><ul><li>Product sustainability </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com/
  91. 95. TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte April 2011 http://carolinequarte.blogspot.com/
  92. 96. 3. What is the RFM formula for selecting prospects? <ul><li>Reduction, Functionality, Mobility </li></ul><ul><li>Recency, Frequency, Monetary </li></ul><ul><li>Reaction, Friction, Mission </li></ul><ul><li>Recency, Functionality, Monetary </li></ul>http://carolinequarte.blogspot.com/ Answer
  93. 97. In advertising what is the RFM formula? <ul><li>Reduction, Functionality, Mobility </li></ul><ul><li>Recency, Frequency, Monetary </li></ul><ul><li>Reaction, Friction, Mission </li></ul><ul><li>Rationale, Familiarity(Brand), Monetary </li></ul>http://annalimedina.blogspot.com/
  94. 98. RFM Formula is a marketing technique used to determine quantitatively which customers are the best ones <ul><li>how recently a customer has purchased (Recency) </li></ul><ul><li>how often they purchase (Frequency) </li></ul><ul><li>how much the customer spends (Monetary). </li></ul>http://carolinequarte.blogspot.com/
  95. 99. In advertising what is the RFM formula? <ul><li>Reduction, Functionality, Mobility </li></ul><ul><li>Recency, Frequency, Monetary </li></ul><ul><li>Reaction, Friction, Mission </li></ul><ul><li>Rationale, Familiarity(Brand), Monetary </li></ul>http://annalimedina.blogspot.com/
  96. 100. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon April 15, 2011 http://louiemarkquizon.blogspot.com
  97. 101. 3. Which of the following statements in creativity techniques is false? <ul><li>In attribute listing, list first the attributes of an object and then modify </li></ul><ul><li>In forced relationships, list several ideas and consider each one in relation to another. </li></ul><ul><li>In morphological analysis, many solutions can be generated by the combination of ideas </li></ul><ul><li>In reverse assumption analysis, take a familiar concept and put it in a new context </li></ul><ul><li>In mind mapping, you should create associations with each new idea </li></ul>http://louiemarkquizon.blogspot.com
  98. 102. Which of the following statements is false? <ul><li>In attribute listing, list first the attributes of an object and then modify </li></ul><ul><li>In forced relationships, list several ideas and consider each one in relation to another. </li></ul><ul><li>In morphological analysis, many solutions can be generated by the combination of ideas </li></ul><ul><li>In reverse assumption analysis, take a familiar concept and put it in a new context </li></ul><ul><li>In mind mapping, you should create associations with each new idea </li></ul>http://annalimedina.blogspot.com/
  99. 103. Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com <ul><li>Familiar Process: </li></ul><ul><ul><li>Company designers choose designs to sell </li></ul></ul><ul><li>New Context: </li></ul><ul><ul><li>Customers choose what designs to sell </li></ul></ul>
  100. 104. Which of the following statements is false? <ul><li>In attribute listing, list first the attributes of an object and then modify </li></ul><ul><li>In forced relationships, list several ideas and consider each one in relation to another. </li></ul><ul><li>In morphological analysis, many solutions can be generated by the combination of ideas </li></ul><ul><li>In reverse assumption analysis, take a familiar concept and put it in a new context </li></ul><ul><li>In mind mapping, you should create associations with each new idea </li></ul>http://annalimedina.blogspot.com/
  101. 105. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. April 14, 2011 www.leeaizabelsandel.blogspot.com
  102. 106. 1. The following are the stages of Internationalization. Except… <ul><li>No regular export activities. </li></ul><ul><li>Market products/service internationally </li></ul><ul><li>Export via independent agents </li></ul><ul><li>Establish sales subsidiaries </li></ul><ul><li>Establish production facilities abroad </li></ul>www.leeaizabelsandel.blogspot.com
  103. 107. A key success ingredient to enter the international market is: <ul><li>Market products/service internationally </li></ul><ul><li>Export via independent agents </li></ul><ul><li>Establish sales subsidiaries </li></ul><ul><li>Establish production facilities abroad </li></ul><ul><li>Establish product and service globally </li></ul>http://annalimedina.blogspot.com/
  104. 108. 4 Stages of Internationalization Establish sales subsidiaries No regular export activity Export via independent agents Establish production facilities abroad Stage 1 Stage 2 Stage 3 Stage 4 www.leeaizabelsandel.blogspot.com
  105. 109. A key success ingredient to enter the international market is: <ul><li>Market products/service internationally </li></ul><ul><li>Export via independent agents </li></ul><ul><li>Establish sales subsidiaries </li></ul><ul><li>Establish production facilities abroad </li></ul><ul><li>Establish product and service globally </li></ul>http://annalimedina.blogspot.com/
  106. 110. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano April 14, 2011 miralynnserrano.blogspot.com
  107. 111. 1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ . <ul><li>Proficiency </li></ul><ul><li>Simplicity </li></ul><ul><li>Efficiency </li></ul><ul><li>Stability </li></ul><ul><li>Integrity </li></ul>miralynnserrano.blogspot.com
  108. 112. A key benefit of Internal Marketing is________ . <ul><li>Proficiency </li></ul><ul><li>Simplicity </li></ul><ul><li>Efficiency </li></ul><ul><li>Stability </li></ul><ul><li>Integrity </li></ul>http://annalimedina.blogspot.com/
  109. 113. FUNCTIONAL ORGANIZATION 5 miralynnserrano.blogspot.com is the most COMMON form of Marketing organization and for Administrative SIMPLICITY
  110. 114. Effective Internal Marketing using FUNCTIONAL ORGANIZATION 7 miralynnserrano.blogspot.com Marketing Vice President Consists of FINGERS as Specialists or Managers with different Functions
  111. 115. A key benefit of Internal Marketing is________ . <ul><li>Proficiency </li></ul><ul><li>Simplicity </li></ul><ul><li>Efficiency </li></ul><ul><li>Stability </li></ul><ul><li>Integrity </li></ul>http://annalimedina.blogspot.com/
  112. 116. Improved Learning Questions for Kotler’s 22 Chapters Anna O. Medina July 2011 http://annalimedina.blogspot.com/

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