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  • 1. Top 20 Improved Learning Questions for Kotler’s 22 Chapters Megha Behani 29th April ’2011
  • 2. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada/ Megha Behani April 15, 2011 www.stevenandrada.blogspot.com 1/73
  • 3. 4. Which of the following is considered the major competitive spheres?
    • Industry, Products, Competence, Geographical, Vertical channels, Market segment
    • Industry, People, Competence, Geographical, Vertical channels, Market segment
    • Industry, Products, Competence, Geographical, Horizontal channels, Market segment
    • People, Products, Competence, Geographical, Vertical channels, Market segment
    • None of the above
    29/73 www.stevenandrada.blogspot.com
  • 4. 4. Which amongst the following are considered the major competitive spheres?
    • Industry, Products, Competence, Geographical, Vertical channels, Market segment
    • Industry, People, Competence, Geographical, Vertical channels, Market segment
    • Industry, Place, Competence, Geographical, Horizontal channels, Market segment
    • People, Promotion, Competence, Geographical, Horizontal channels, Market segment
    • None of the above
    29/73 www.stevenandrada.blogspot.com
  • 5. Major Competitive Spheres 28/73 www.stevenandrada.blogspot.com Industry Geographical Vertical Channels Products Competence Market Segment
  • 6. 4. Which amongst the following are considered the major competitive spheres?
    • Industry, Products, Competence, Geographical, Vertical channels, Market segment
    • Industry, People, Competence, Geographical, Vertical channels, Market segment
    • Industry, Place, Competence, Geographical, Horizontal channels, Market segment
    • People, Promotion, Competence, Geographical, Horizontal channels, Market segment
    • None of the above
    29/73 www.stevenandrada.blogspot.com
  • 7. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana/ Megha Behani April 2011 http://kavellana.blogspot.com
  • 8. 1. Marketing Information System (MIS) consists of the following except: http://kavellana.blogspot.com
    • People
    • Equipment
    • Information
    • Procedures
    • All of the above
  • 9. 1. Marketing Information System (MIS) consists of _____ http://kavellana.blogspot.com
    • People, Equipment and Procedures
    • Place, People and Procedures
    • Information , People and Place
    • Procedures, Information and Equipment
    • None of the above
  • 10. Marketing Information System (MIS) http://kavellana.blogspot.com
    • Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.
  • 11. 1. Marketing Information System (MIS) consists of _____ http://kavellana.blogspot.com
    • People, Equipment and Procedures
    • Place, People and Procedures
    • Information , People and Place
    • Procedures, Information and Equipment
    • None of the above
  • 12. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven/ Megha Behani April 15, 2011 http://joansoliven.blogspot.com/
  • 13. 3. Which of these is a measurement of customer satisfaction?
    • Customer loss Rate
    • Product Tasting
    • Mystery Shopper
    • Periodic Surveys
    • Monitor Competitive Performance
    http://joansoliven.blogspot.com/
  • 14. 3. Which amongst the following is not a measure of customer satisfaction?
    • Customer loss Rate
    • Product Testing
    • Mystery Shopper
    • Periodic Surveys
    • Monitor Competitive Performance
    http://joansoliven.blogspot.com/
  • 15. Measurement for Customer Satisfaction Periodic Surveys Customer Loss Rate Mystery Shopper Monitor Competitive Performance http://joansoliven.blogspot.com/
    • Track customer
    • satisfaction
    • To find out why
    • they stop buying
    • experience
    • company’s
    • & competitor’s
    • Products & service
    • find out the customer
    • Satisfaction rate of
    • Competitors.
    Source: Marketing Management 13 th Edition by Philip Kotler
  • 16. 3. Which amongst the following is not a measure of customer satisfaction?
    • Customer loss Rate
    • Product Testing
    • Mystery Shopper
    • Periodic Surveys
    • Monitor Competitive Performance
    http://joansoliven.blogspot.com/
  • 17. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon/Megha Behani 15 April 2011
  • 18. 1. What three factors influence consumer behavior?
    • A. Educational, Emotional, Cultural
    • B. Physical, Emotional, Cultural
    • C. Cultural, Personal, Physical
    • D. Cultural, Social, Personal
    • E. None of the Above
  • 19. 1. ____ are the factors which influence consumer behavior.
    • A. Educational, Emotional, Economical
    • B. Physical, Personal, Social
    • C. Emotional, Personal, Physical
    • D. Cultural, Social, Personal
    • E. All of the Above
  • 20. Factors Influencing Consumer Behavior
    • Three Factors:
    Cultural Social Personal Concept 1:
  • 21. 1. ____ are the factors which influence consumer behavior.
    • A. Educational, Emotional, Economical
    • B. Physical, Personal, Social
    • C. Emotional, Personal, Physical
    • D. Cultural, Social, Personal
    • E. All of the Above
  • 22. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan /Megha Behani April 2011 http://taeyangxinyi.blogspot.com
  • 23. 1. Which of the following is NOT a component of Brand Equity?
    • Relevance
    • Energy
    • Esteem
    • Individuality
    • Knowledge
    http://taeyangxinyi.blogspot.com 2
  • 24. 1. Which amongst the following are components of Brand Equity?
    • Differentiation, Energy , Relevance, Esteem and Knowledge
    • Similarity, Enthusiasm, Wisdom, Esteem and Relevance
    • Esteem, Knowledge, Individuality, Differentiation and Energy
    • Energy , Esteem, Differentiation, Individuality and Relevance
    • None of the above
    http://taeyangxinyi.blogspot.com 2
  • 25. Brand Asset Valuators Components of Brand Equity 3 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
  • 26. 1. Which amongst the following are components of Brand Equity?
    • Differentiation, Energy , Relevance, Esteem and Knowledge
    • Similarity, Enthusiasm, Wisdom, Esteem and Relevance
    • Esteem, Knowledge, Individuality, Differentiation and Energy
    • Energy , Esteem, Differentiation, Individuality and Relevance
    • None of the above
    http://taeyangxinyi.blogspot.com 2
  • 27. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco/ Megha Behani April 14, 2011
  • 28. 3. The Product Life Cycle is composed of the following except
    • Introduction
    • Decline
    • Growth
    • Maturity
    • Development
  • 29. 3. Which stage represents “Slowdown in sales growth” in the Product Life Cycle Process?
    • Introduction
    • Decline
    • Growth
    • Maturity
    • None of the above
  • 30. The Product Life Cycle has four stages…
    • Introduction – slow sales growth and product is introduced in the market
    • Growth – rapid market acceptance and substantial profit improvement
    • Maturity – slowdown in sales growth
    • Decline – sales show a downward drift and profits erode
  • 31. The graph shows the PRODUCT LIFE CYCLE.
  • 32. 3. Which stage represents “Slowdown in sales growth” in the Product Life Cycle Process?
    • Introduction
    • Decline
    • Growth
    • Maturity
    • None of the above
  • 33. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao / Megha Behani April 2011
  • 34. 9. The following is not the meaning of vertical integration except for
    • Number of sellers
    • Degree of differentiation
    • Circumstances to determine when to enter and exit
    • Level of growth to global scale
    • Degree that companies integrate backward or forward
  • 35. 9. Which amongst the following are the parameters to identify primary competitors?
    • Number of Sellers
    • Entry, Mobility and Exit barriers
    • Cost Structure
    • Degree of Globalization
    • All of the above
  • 36. How to identify primary competitors? Industry How many and how different? Level Of growth to a global scale Level Of management control style Expenses that a firm must account when manufacturing a product or service Circumstances that determine when To enter and exit Number of Sellers and Differentiation Degree Entry, Mobility, and Exit Barriers Cost Structure Degree of Globalization Degree of Vertical Integration
  • 37. 9. Which amongst the following are the parameters to identify primary competitors?
    • Number of Sellers
    • Entry, Mobility and Exit barriers
    • Cost Structure
    • Degree of Globalization
    • All of the above
  • 38. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao/Megha Behani April 2011 rgwenceslao.blogspot.com
  • 39. 4. Which of the following is a characteristic of a service? 4
    • Adaptability
    • Flexibility
    • Perishability
    • None of the above
    • All of the above
  • 40. 4. Which amongst the following are characteristics of a service? 4
    • Adaptability , Flexibility , Perishability
    • Intangibility, Inseparability, Adaptability
    • Variability, Intangibility, Flexibility
    • Intangibility, Inseparability, Variability
    • None of the above
  • 41. Characteristics of Services 6 Intangibility Inseparability Variability Perishability
  • 42. 4. Which amongst the following are characteristics of a service? 4
    • Adaptability , Flexibility , Perishability
    • Intangibility, Inseparability, Adaptability
    • Variability, Intangibility, Flexibility
    • Intangibility, Inseparability, Variability
    • None of the above
  • 43. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/Megha Behani April 15, 2011 meghanngettingthere.blogspot.com
  • 44. 9. McDonald’s McSavers Meals at PhP 25.00 is a good example of companies adapting their prices via this method.
    • Geographical
    • Discounts/Allowances
    • Promotional
    • Differentiated
    • None of the Above
    meghanngettingthere.blogspot.com
  • 45. 9. Which amongst the following strategy connects with the example “McDonald’s McSavers Meals at PhP 25.00” ?
    • Geographical
    • Discounts/Allowances
    • Promotional
    • Differentiated
    • None of the Above
    meghanngettingthere.blogspot.com
  • 46. meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Companies lower prices in order to INCREASE PROFITS
  • 47. Companies lower prices in order to INCREASE PROFITS meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  • 48. 9. Which amongst the following strategy connects with the example “McDonald’s McSavers Meals at PhP 25.00” ?
    • Geographical
    • Discounts/Allowances
    • Promotional
    • Differentiated
    • None of the Above
    meghanngettingthere.blogspot.com
  • 49. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales/Megha Behani April 14, 2011
  • 50. Which of the following does not fall under “Levels of Service”?
    • Self-Service
    • Self-Selection
    • Limited Service
    • Full Service
    • Personal Service
    Question 1
  • 51. Which amongst the following represent the “Levels of Services”?
    • Self-Service, Personal Service, Public Service , Unlimited Service
    • Self-Selection, Limited Service, Private Service , Full Service
    • Limited Service, Personal Service ,Self Selection , Public Service
    • Full Service, Half Service, Personal Service , Self Selection
    • Self Service, Self Selection, Limited Service, Full Service
    Question 1
  • 52. Levels of Service Source: Marketing Management 13 th Ed by Philip Kotler
  • 53. Levels of Service
    • Self-Service
      • Customer serves himself (getting slurpee, hotdog sandwich, soda)
    • Self-Selection
      • Customer chooses from given selection
    • Limited Service
      • Provides service to a certain extent
    • Full Service
      • Provides service from start to end of purchase
    Source: Marketing Management 13 th Ed by Philip Kotler
  • 54. Which amongst the following represent the “Levels of Services”?
    • Self-Service, Personal Service, Public Service , Unlimited Service
    • Self-Selection, Limited Service, Private Service , Full Service
    • Limited Service, Personal Service ,Self Selection , Public Service
    • Full Service, Half Service, Personal Service , Self Selection
    • Self Service, Self Selection, Limited Service, Full Service
    Question 1
  • 55. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao/ Megha Behani April. 2011 http://zhaointote.blogspot.com/ TOP 10 Learning Question for
  • 56. 4.Which is not following Nonpersonal Communication Channels?
    • Media
    • Sales Promotions
    • Events and Experiences
    • Public relations
    • Personal selling
    http://zhaointote.blogspot.com/
  • 57. 4.Which amongst the following represent the Nonpersonal Communication Channels?
    • Media, Personal Selling, Sales Promotion, Advertising
    • Sales Promotions, Events and Experiences, Media, Direct Marketing
    • Event and Experience , Public Relations, Media, Personal Selling ,Word of mouth
    • Public Relations, Sales Promotion, Media, Event & Experience
    • All of the above
    http://zhaointote.blogspot.com/
  • 58. Four channels in Nonpersonal Communications Media Sales Promotion Event & Experience Public Relations http://zhaointote.blogspot.com/ Personal selling
  • 59. Concepts of Nonpersonal Communications
    • Media-Consist of print media(Newspaper and magazines); Broadcast media radio and Television);network Media; Most nonpersonal messages come through paid media.
    • Sales Promotion- Consist of consumer promotions; trade promotions; and business and sale-force promotions.
    • Events and Experiences-Include sports, arts, entertainment, and cause events as well as less formal activities that create novel brand interactions with consumers.
    • Public Relations- Include communications directed internally to employees of the company or externally to consumers, other firms, the government, and media.
    • Personal selling is not belongs to Nonpersonal communications
    http://zhaointote.blogspot.com/
  • 60. 4.Which amongst the following represent the Nonpersonal Communication Channels?
    • Media, Personal Selling, Sales Promotion, Advertising
    • Sales Promotions, Events and Experiences, Media, Direct Marketing
    • Event and Experience , Public Relations, Media, Personal Selling ,Word of mouth
    • Public Relations, Sales Promotion, Media, Event & Experience
    • All of the above
    http://zhaointote.blogspot.com/
  • 61. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo/ Megha Behani April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
  • 62. 1. Which of the 5 M’s of Advertising involves consideration of market share, consumer base and competition?
    • Mission
    • Money
    • Message
    • Media
    • Measurement
    http://ph.linkedin.com/in/francisbensoncabehugo
  • 63. 1. What are the 5 major decisions in developing an advertising program?
    • Mission, Market, Movement, Measurement , Method
    • Money, Message, Motivation, Manpower , Media
    • Message, Money , Media , Mission, Measurement
    • Media, Movement, Money, Method , Measurement
    • None of the above
    http://ph.linkedin.com/in/francisbensoncabehugo
  • 64. These are the 5 major decisions in developing an advertising program! http://ph.linkedin.com/in/francisbensoncabehugo
  • 65. 1. What are the 5 major decisions in developing an advertising program?
    • Mission, Market, Movement, Measurement , Method
    • Money, Message, Motivation, Manpower , Media
    • Message, Money , Media , Mission, Measurement
    • Media, Movement, Money, Method , Measurement
    • None of the above
    http://ph.linkedin.com/in/francisbensoncabehugo
  • 66. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon/ Megha Behani April 15, 2011 http://louiemarkquizon.blogspot.com
  • 67. 7. ________ is an individual’s decision to become a regular user of the product
    • Awareness
    • Interest
    • Evaluation
    • Trial
    • Adoption
    http://louiemarkquizon.blogspot.com
  • 68. 7. How does a customer adopt to a new product or service?
    • Awareness
    • Interest
    • Evaluation
    • Trial
    • All of the above
    http://louiemarkquizon.blogspot.com
  • 69. http://louiemarkquizon.blogspot.com How does a Consumer Adopt to a New Product and Service?
  • 70. 7. How does a customer adopt to a new product or service?
    • Awareness
    • Interest
    • Evaluation
    • Trial
    • All of the above
    http://louiemarkquizon.blogspot.com
  • 71. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L./ Megha Behani April 14, 2011 www.leeaizabelsandel.blogspot.com
  • 72. 1. The following are the stages of Internationalization. Except…
    • No regular export activities.
    • Market products/service internationally
    • Export via independent agents
    • Establish sales subsidiaries
    • Establish production facilities abroad
    www.leeaizabelsandel.blogspot.com
  • 73. 1. Which amongst the following does not belong to the “stages of internationalization”?
    • No regular export activities.
    • Market products/service internationally
    • Export via independent agents
    • Establish sales subsidiaries
    • Establish production facilities abroad
    www.leeaizabelsandel.blogspot.com
  • 74. Marketing products or services internationally is a broad statement for stages 2 – 4. It is not part of the 4 stages of internationalization. (According to Kotler) 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
  • 75. 1. Which amongst the following does not belong to the “stages of internationalization”?
    • No regular export activities.
    • Market products/service internationally
    • Export via independent agents
    • Establish sales subsidiaries
    • Establish production facilities abroad
    www.leeaizabelsandel.blogspot.com
  • 76. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Megha Behani April 14, 2011 miralynnserrano.blogspot.com
  • 77. 6. The following are different types of Marketing Control, except:
    • Annual Plan Control
    • Efficiency Control
    • Cost Control
    • Profitability Control
    • Strategic Control
    miralynnserrano.blogspot.com
  • 78. 6.___ is to examine whether the planned results are being achieved
    • Annual Plan Control
    • Efficiency Control
    • Strategic Control
    • Profitability Control
    • None of the above
    miralynnserrano.blogspot.com
  • 79. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com
  • 80. 6.___ is to examine whether the planned results are being achieved
    • Annual Plan Control
    • Efficiency Control
    • Strategic Control
    • Profitability Control
    • None of the above
    miralynnserrano.blogspot.com
  • 81. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong/ Megha Behani April 2011
  • 82. 6. TV is often the medium used to reach the teenage market. This considers _____________.
    • Target audience media habits
    • Product characteristics
    • Message characteristics
    • Cost
    • All of the above
  • 83. 6. Which variables are considered before choosing an advertising medium?
    • Target audience media habits
    • Product characteristics
    • Message characteristics
    • Cost
    • All of the above
  • 84. Consider the variables before choosing an advertising medium Reference: Philip Kotler’s Marketing Management, 13 th edition
  • 85. 6. Which variables are considered before choosing an advertising medium?
    • Target audience media habits
    • Product characteristics
    • Message characteristics
    • Cost
    • All of the above
  • 86. TOP Learning Questions for Kotler’s 22 Chapters Ria Abendan/ Megha Behani April 2011
  • 87. 2. Promoting a visit to Star City is an example of marketing what?
    • A place
    • An experience
    • A property
    • An organization
    • None of the above
  • 88. 2. Marketers are marketing _____ while promoting “a visit to Star City”.
    • A place
    • An experience
    • A property
    • An organization
    • None of the above
  • 89. Examples Experiences are marketed by orchestrating several goods and services
  • 90. 2. Marketers are marketing _____ while promoting “a visit to Star City”.
    • A place
    • An experience
    • A property
    • An organization
    • None of the above
  • 91. / Megha Behani
  • 92.  
  • 93. 2. What type of buying situation does ”Reorder supplies on a regular basis” indicate?
    • Straight re buy
    • Modified re buy
    • New task
    • Either B or C
    • None of the above
  • 94.  
  • 95. 2. What type of buying situation does ”Reorder supplies on a regular basis” indicate?
    • Straight re buy
    • Modified re buy
    • New task
    • Either B or C
    • None of the above
  • 96. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets Myrtle Frantilla/ Megha Behani April 14, 2011 http://myrtlefrantilla.blogspot.com /
  • 97. http://myrtlefrantilla.blogspot.com / 7. Initiator, Influencer, Decider, Buyer and User are examples of Behavioral Variables. True False A. B.
  • 98. 7.Which amongst the following is not a behavioral variable?
    • Occasions
    • Benefits
    • User Status
    • Attitude
    • Influencer
  • 99. Behavioral Segmentation http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / Decision Roles
    • Initiator
    • Influencer
    • Decider
    • Buyer
    • Seller
    Behavioral Variable
    • Occasions
    • Benefits
    • User Status
    • Buyer Readiness
    • Loyalty Status
    • User Rate
    • Attitude
  • 100. 7.Which amongst the following is not a behavioral variable?
    • Occasions
    • Benefits
    • User Status
    • Attitude
    • Influencer
  • 101. http://sheilanorturingan.blogspot.com Chapter 10 Identifying Market Segments &Targets Sheilanor C. Turingan /Megha Behani April 14, 2011 TOP 10 Learning Questions for
  • 102. 1. Market Segmentation means_______________________.
    • Identifying distinct group of buyers.
    • Selecting market segment/s to enter.
    • Communicating the benefits of the company’s market offering.
    • Connecting with all customers in large, broad or diverse market.
    • All of the above
    http://sheilanorturingan.blogspot.com
  • 103. 1. ____ is defined as identifying distinct group of buyers who differ in their needs and preferences.
    • Market Segmentation
    • Market Targeting
    • Market Positioning
    • Market Penetration
    • None of the above
    http://sheilanorturingan.blogspot.com
  • 104. To compete more effectively: TARGET MARKETING
    • Market Segmentation
    • >identify distinct groups
    • Market Targeting
    • >select segment to enter
    • Market Positioning
    • >communicate offering
    http://sheilanorturingan.blogspot.com
  • 105. Market Segmentation defined as:
    • > identifying distinct groups of buyers who differ in their needs and preferences
    http://sheilanorturingan.blogspot.com
  • 106. 1. ____ is defined as identifying distinct group of buyers who differ in their needs and preferences.
    • Market Segmentation
    • Market Targeting
    • Market Positioning
    • Market Penetration
    • None of the above
    http://sheilanorturingan.blogspot.com
  • 107. TOP 10 Learning Questions for (Chapter 2 Developing Marketing Strategies and Plans) Sue Ann Silubrico / Megha Behani April 15, 2011 http://suesilubrico.blogspot.com/
  • 108. 2. _______,_______ and _____ are Porter’s 3 Generic Strategies.
    • A. Promot ion al, Logistics and Pricing
    • B. Planning, Implementing and Controlling
    • C. Overall cost leadership, Differentiation
    • and Focus
    • D. Customer intimacy, Operational Excellence
    • and Product leadership
    • E. None of the above
    12 http://suesilubrico.blogspot.com/ Answer
  • 109. 2. _______,_______ and _____ are Porter’s Generic Strategies.
    • A. Value Proposition , Value Creation , and Value Generation
    • B. Overall cost leadership, Value Differentiation and Focus
    • C. Overall product leadership, Diversification
    • and Focus
    • D. Focus, Value proposition, and Value Differentiation
    • E. None of the above
    12 http://suesilubrico.blogspot.com/
  • 110. Porter’s Generic Strategies 8 Overall cost Leadership Differentiation Focus http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition
  • 111. What is Overall Cost Leadership?
    • Company seeks to gain greater market share
    • To increase their sales
    • To have lower prices than the competition
    9 http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept
  • 112. What is Differentiation?
    • Product or service that offers unique attributes.
    • Valued by customers
    • Competitive advantage based on products or service.
    10 http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept
  • 113. What is Focus?
    • Concentrates on meeting specialized needs of its customers
    • Focus on specific customers or markets
    11 http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept
  • 114. 2. _______,_______ and _____ are Porter’s Generic Strategies.
    • A. Value Proposition , Value Creation , and Value Generation
    • B. Overall cost leadership, Differentiation and Focus
    • C. Overall product leadership, Diversification
    • and Focus
    • D. Focus, Value proposition, and Value Differentiation
    • E. None of the above
    12 http://suesilubrico.blogspot.com/
  • 115. Improved Learning Questions for Kotler’s 22 Chapters By: Megha Behani 29 th April ‘2011 Main Source: Kotler, Philip and Keller, Lane Marketing Management,13 th edition