TOP 10 Learning Questions for
Chapter 10
Crafting The Brand Position
(D)evout - Mary Josette Enriquez
December 16,2011
www...
All Marketing strategy is built
on STP _________
a. segregation, targeting, & planning
b. segmentation, timing & piping
c....
Developing & Communicating
A Position Strategy
All marketing strategy is built on
STP:
Segmentation Target Positioning
If ...
All Marketing strategy is built
on STP _________
a. segregation, targeting, & planning
b. segmentation, timing & piping
c....
The result of positioning is the
successful creating of a _________ a
cogent reason why the target market
should buy the p...
Know the value of your
product with your customers
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The result of position is the s...
The result of positioning is the
successful creating of a _________ a
cogent reason why the target market
should buy the p...
A Product has a life cycle
that assert things except:
a. product has a limited life.
b. product has unlimited life.
c. Pro...
Product life cycle is your
partner in marketing strategy
A company's position and
differentiation strategy must
change as ...
Product life cycle is your
partner in marketing strategy
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A Product has a life
cycle that assert things
except:
1. product has a limited life.
2. Product sales pass stages posing c...
A Product has a life cycle
that assert things except:
a. product has a limited life.
b. product has unlimited life.
c. Pro...
Long term market leadership
has different factors except
a. vision of a mass market &
persistence
b. relentless innovation...
Long term market leadership
has different factors
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1. vision of a mass market
Long term market leadership
has different factors
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2. persistence
Long term market leadership
has different factors
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3. relentless innovation
Long term market leadership
has different factors
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4. financial commitment
Long term market leadership
has different factors
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4. asset
leverage
Long term market leadership
has different factors except
a. vision of a mass market &
persistence
b. relentless innovation...
Which of the following is true
with Points of difference (PODs)?
a.PODs are attributes that are not strongly
associate wit...
Points of difference (PODs)
are essential in marketing
Attributes or benefits consumers
strongly associate with a brand,
p...
Which of the following is true
with Points of difference (PODs)?
a.PODs are attributes that are not strongly
associate wit...
Which of the following is true
with Points of Parity (POPs)?
a. Association that are necessarily unique to the
brand but m...
Points of Parity (POPs) is
needed in marketing
Association that are not necessarily
unique to the brand but may be
shared ...
Which of the following is true
with Points of Parity (POPs)?
a. Association that are necessarily unique to the
brand but m...
Zagu drink business is an
example of what special
category product life cycle?
a. fashion
b. fad
c. style
d.trend
e.vogue
...
3 special category
product life cycle
1. Style is a basic distinctive mode of
expression appearing in a field of human
end...
Zagu drink business is an
example of what special
category product life cycle?
a. fashion
b. fad
c. style
d.trend
e.vogue
...
Betamax products is in the ____
Stage of the product cycle.
a. introduction
b. Growth
c. Maturity
d. decline
e. none of th...
The four stages in a
product life cycle
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Introduction stage in a
product life cycle
A period of slow sales growth as
the product is introduced in
the market.
Profi...
Growth stage in a product
life cycle
A period of rapid market
acceptance and substantial
profit improvement.
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Maturity stage in a product
life cycle
A slowdown in sales growth
because the product has
achieved acceptance by most
pote...
Decline stage in a product
life cycle
Sales show a downward drift
and profits erode.
34
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Betamax products is in the ____
Stage of the product cycle.
a. introduction
b. Growth
c. Maturity
d. decline
e. none of th...
An example of product with
competitive advantage is ...
a. mac iphone
b. nokia cellular phone
c. samsung cellular phone
d....
Know your edge against
competitor
Avoid the commodity trap, marketers
must start with belief that you can
differentiate an...
An example of product with
competitive advantage is ...
a. mac iphone
b. nokia cellular phone
c. samsung cellular phone
d....
the brand positioning of pepsi
are the following except:
a.endorsed by celebrities
b.unique delicious taste, refreshes
c. ...
Key in brand positioning:
Positioning is the act of designing the
company's offering and image to occupy a
distinctive pla...
the brand positioning of pepsi
are the following except:
a.endorsed by celebrities
b.unique delicious taste, refreshes
c. ...
TOP 10 Learning Questions for
Chapter 10
Crafting The Brand Position
(D)evout - Mary Josette Enriquez
December 16,2011
www...
TOP 10 Learning Questions for
(Chapter 12)
LU, QINGJUAN
December 16, 2011
Chapter 12 Setting Product Strategy
1. In below five of the Product Levels-
Customer-Value Hierarchy, which one
is the Fundamental level of the
hierarchy?
A. ...
Product Levels: The
Customer-Value Hierarchy
45
2. At the third level of the customer
value hierarchy, the marketer prepares
a(n) _____, a set of attributes and
condition...
Customer-Value Hierarchy
At the third level, the marketer prepares
an Expected Product, a set of attributes
and conditions...
3. _____ goods are purchased without
any planning or search effort.
A. Staples
B. Impulse
C. Unsought
D. Emergency
E. Nond...
Consumer- Goods Classification
Staples are goods consumers purchase on regular basis.
Impulse goods are purchased without ...
4. Buyers expect products to have a high
_____, which is the degree to which all the
produced units are identical and meet...
Conformance Quality
Conformance Quality which is the degree to which all
the produced units are identical and meet the pro...
5. Tide detergent comes in two scents and
two additives creating variation with the
brand. This refers to the _____ of the...
Product Systems and
Mixes
The Width of a product mix refers to how many different
product lines the company caries.
The Le...
6. A company can classify its products into four types.
Which type of product produces a high sales volume
and is heavily ...
55
Four types of Product yield different gross
margins depending on sales volume and
promotion.
Core products-high sales v...
7. A company may wish to enter the high end of
the market for more growth , higher margins, or
simply to position themselv...
Line Stretching
• Down-Market Stretch: A company positioned in the
middle market may want to introduce a lower-price
line
...
8. A company normally develop product lines
rather than single products and introduce
price steps, This is _____?
A. Produ...
Product-Mix Pricing
Product-line pricing is company normally develop product
lines rather than single products and introdu...
9. _____ is defined as all activities of
designing and producing the container for a
product.
A. Designing
B. Packaging
C....
Packaging
a. Labeling may be a simple tag attached
to the product or an elaborately
designed graphic that is part of the
p...
10. A _____ is a formal statement of expected
product performance by the manufacturer.
A. Guarantee
B. Label
C. Promise
D....
Packaging, Labeling, Warranties, and
Guarantees
A. Packaging as all the activities of designing and
producing the containe...
Chapter 12 concepts
o Product is the first and most important element of marketing
mix. Product strategy calls for making ...
Chapter 12 concepts
Brands can be differentiated on the basis of a number
of different product or service dimensions: Prod...
TOP 10 Learning Questions for
(Chapter 12)
LU, QINGJUAN
December 16, 2011
Chapter 12 Setting Product Strategy
TOP 10 Learning Questions for
Setting Product Strategy 12
Adventurer Alex Go
12.16.11
1. In the 5 product levels of customer-
value hierarchy, where does the
service “inspection” belong?
A. Core Benefit
B. Ba...
Customer-Value Heirarchy
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Inspection is the basic product
offering which provides quality/ safety
as its core benefits
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1. In the 5 product levels of customer-
value hierarchy, where does the
service “inspection” belong?
A. Core Benefit
B. Ba...
2. An example of durable goods is ____.
A. Wine
B. Printer
C. Tortilla Chips
D. Tissue
E. Ink Cartridge
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Product classifications are essential in
identifying appropriate marketing mix
strategies
Accdg. to durability and tangibi...
Durable goods are those that normally
survive many uses
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Some examples are: el...
2. An example of durable goods is ____.
A. Wine
B. Printer
C. Tortilla Chips
D. Tissue
E. Ink Cartridge
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3. It is the total features that affect
how a product looks, feels, and
functions in terms of customer req’ts.
A. Form
B. ...
There are several ways that a product
can differentiate itself from the
competition
Form, Style, Design &
Customization ar...
Only design covers the totality of the
product features
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• Form
• Style
• Cust...
3. It is the total features that affect
how a product looks, feels, and
functions in terms of customer req’ts.
A. Form
B. ...
4. Convenience, shopping and specialty
products are examples of product
categories. What is another name for this?
A. Prod...
The Product Hierarchy
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Product class
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-is a group of products within the product
family recognized as...
4. Convenience, shopping and specialty
products are examples of product
categories. What is another name for this?
A. Prod...
5. Which of the following is true
for product mix?
A. Width refers to how closely related the
various product lines are
B....
A product mix has certain width,
length, depth and consistency.
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None was correct. Right
definitions are linked below.
Width
Consistency
Depth
86
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5. Which of the following is true
for product mix?
A. Width refers to the total number of
items in a mix
B. Consistency re...
6. What type of co-branding example is
Cebu Pacific Citibank Credit Card?
A. Same-company co-branding
B. Joint-venture co-...
Co-branding is the combination of two
or more brands into a joint product
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Citibank & Cebu
Pacific are two
separate entities.
Thus they are
considered joint
venture co-branding
90
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6. What type of co-branding example is
Cebu Pacific Citibank Credit Card?
A. Same-company co-branding
B. Joint-venture co-...
7. Which of the following are not
essential for product packaging?
A. Convey descriptive and persuasive
information
B. Ide...
Packaging is all activities of designing
and producing the container for a
product
Packaging must achieve 5 objectives
A. ...
Product content photo is not
necessary.
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7. Which of the following are not
essential for product packaging?
A. Convey descriptive and persuasive
information
B. Ide...
8. ______ is a measure of the ease of
fixing a product when it malfunctions
or fails
A. Durability
B. Conformance Quality
...
Marketers may differentiate their
product on the following:
A. Durability – measure of the product’s expected
operating li...
Repairability = fixing
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8. ______ is a measure of the ease of
fixing a product when it malfunctions
or fails
A. Durability
B. Conformance Quality
...
9. Which of the following statements
are incorrect?
A. The broad definition of a product
includes events, places and servi...
In the chapter 12, several topics were
covered under product strategy
A. Products was broadly defined as anything offered ...
Letter D is considered captive product
pricing
Captive-product pricing provides a low mark-up is
set for the companion mai...
9. Which of the following statements
are incorrect?
A. The broad definition of a product
includes events, places and servi...
10. The leading apparel brand, Bench,
recently created high end stores and hired
international stars as their endorsers. W...
Line stretching occurs when a company
lengthens its product line beyond its current
range.
There are 3 types:
Down-Market ...
Since they are targeting the high end market,
Bench is doing an up-market stretch
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10. The leading apparel brand, Bench,
recently created high end stores and hired
international stars as their endorsers. W...
TOP 10 Learning Questions for
Setting Product Strategy 12
Adventurer Alex Go
12.16.11
http://lexgo-passionforlife.blogspot...
109
TOP 10 Learning Questions for
For Chapter 13
Designing and Managing
Services
Foglight Carlos Gonzaga
December 15, 2011
1. Improving service quality
means doing the following except
A. Listening
B. Fair play
C. Servant Leadership
D. Advertisi...
Improving Service Quality
111
• Listening - understand what customers really want through continuous
learning about the ex...
Improving Service Quality
112
• Surprising Customers - process dimensions such as assurance,
responsiveness, and empathy a...
113
A. Listening
B. Fair play
C. Servant Leadership
D. Advertising
E. Employee research
1. Improving service quality
means...
2. 24/7 Customer Service is an
example of
A. standardized service-performance
process
B. good hiring and training procedur...
Three steps service firms can
take to increase quality control
115
Invest in good hiring and training procedures –
Recruit...
Three steps service firms can
take to increase quality control
116
Monitor customer satisfaction -
Employ suggestion and c...
117
2. 24/7 Customer Service is an
example of
A. standardized service-performance
process
B. good hiring and training proc...
3. The gap between perceived service
and ____________ can cause unsuccessful
service delivery
A. management perception
B. ...
Gaps that cause unsuccessful
service delivery
• Gap between consumer expectation and management
perception - Management do...
Gaps that cause unsuccessful
service delivery
 Gap between perceived service and expected service -
This gap occurs when ...
121
3. The gap between perceived service
and ____________ can cause
unsuccessful service delivery
A. management perception...
4. The employees' skill in serving
the client describes
A. Interactive Marketing
B. Direct Marketing
C. Internal Marketing...
Three Types of Marketing in
Service Industries
123
External marketing
describes the normal
work of preparing, pricing,
dis...
Three Types of Marketing in
Service Industries
124
Interactive marketing
describes the employees' skill in
serving the cli...
4. The employees' skill in serving
the client describes
A. Interactive Marketing
B. Direct Marketing
C. Internal Marketing...
5. Responsiveness refers to the
____________ to help customers and to
provide prompt service.
A. knowledge
B. ability
C. c...
Five determinants of service
quality, in order of importance
1. Reliability - The ability to perform the promised service
...
Five determinants of service
quality, in order of importance
Responsiveness - The willingness to help customers
and to pro...
5. Responsiveness refers to the
____________ to help customers and to
provide prompt service.
A. knowledge
B. ability
C. c...
6. The following are solutions to
customer failures except
A. Creating high-performance customers by enhancing
their role ...
Root causes of
customer failure
131
Root causes of customer
failure
132
One study estimated that one-third of all service problems are
caused by the customer....
6. The following are solutions to
customer failures except
A. Creating high-performance customers by enhancing
their role ...
7. The Cell phone is an example
of
A. Pure tangible good
B. Tangible good with accompanying services
C. Hybrid
D. Major se...
Categories of service mix
A. Pure tangible good - the offering consists primarily of a tangible good
such as soap, toothpa...
Categories of service mix
136
Tangible good with accompanying services
Typically, the more technologically advanced the pr...
7. The Cell phone is an example
of
A. Pure tangible good
B. Tangible good with accompanying services
C. Hybrid
D. Major se...
8. Which of the following is false?
A. To reduce uncertainty, buyers will look for evidence of quality
by drawing inferenc...
Distinctive characteristics of
services
Intangibility - To reduce uncertainty, buyers will look for
evidence of quality by...
Distinctive characteristics of
services
Service companies can try to
demonstrate their service quality through
physical ev...
8. Which of the following is false?
A. To reduce uncertainty, buyers will look for evidence of quality
by drawing inferenc...
9. Jollibee’s Beeda ang Saya is an
example of a brand strategy
related to
A. Choosing brand elements
B. Establishing image...
Developing brand strategies for
services
Brand elements - logos, symbols, characters, and
slogans—can also "pick up the sl...
Developing brand strategies for
services
144
Jollibee’s iconic logo,
mascot and tagline have
been very effective brand
ele...
9. Jollibee’s Beeda ang Saya is an
example of a brand strategy
related to
A. Choosing brand elements
B. Establishing image...
10. Which of the following is true?
A. A farmer may tolerate a combine that will break
down three or four times a year.
B....
Identifying and Satisfying
Customer Needs
Customers have three specific worries:
1. They worry about reliability and failu...
Identifying and Satisfying
Customer Needs
Customers worry about downtime. The longer the
downtime, the higher the cost.
Th...
10. Which of the following is true?
A. A farmer may tolerate a combine that will break
down three or four times a year.
B....
150
TOP 10 Learning Questions for
For Chapter 13
Designing and Managing
Services
Foglight Carlos Gonzaga
December 15, 2011
Chapter 14
Developing Pricing Strategies and Programs
http://huaijunli.blogspot.com/
QUESTION 1
Which of the following is the marketing priority on how do
consumers process and evaluate prices?
A. Reference ...
Answer
Which of the following is the marketing priority on how do
consumers process and evaluate prices?
A. Reference Pric...
Analysis
All types of reference like fair price typical
price last price paid upper-bound price
lower-bound price competit...
Question 2
Please give the proper sequence in
setting price initially for the products or
services
1.Deterimne demand 2.se...
Answer
Please give the proper sequence in
setting price initially for the products or
services
1.Deterimne demand 2.select...
Analysis
The company first decides where it wants to position its market
offering. The clearer a firm’s objectives, the ea...
Question 3
Which is not the market skimming makes
sense under the following conditions:
A a sufficient number of buyers ha...
answer
Which is not the market skimming makes
sense under the following conditions:
A a sufficient number of buyers have a...
Analysis
the unit costs of producing a small volume
are not so high
that they cancel the advantage of
charging what the tr...
Question 4
Suppose a toaster manufacturer has the
following costs and sales expectations:
variable cost per unit $10
fixed...
Answer
Unit cost = variable cost+ fixed cost/unit
sales
=$10+$300,000/50,000
=$16
Markup price=unit cost/(1-desired
return...
Question 5
Suppose the toaster manufacturer has
invested $1 million in the business and
wants to set a price to earn a 20%...
Answer
Target-return pricing =unit cost +desired
return *invested capital/unit
sales
=$16+(0.2*$1,000,000)/50,000
=$16+$4
...
Question 6
Which of the following is correct?
A Dutch auctions is the seller puts up an
item and bidders raise the offer p...
answer
Which of the following is correct?
A Dutch auctions is the seller puts up an
item and bidders raise the offer price...
Analysis
A English auctions is the seller puts up an
item and bidders raise the offer price
until the highest price is rea...
Question 7
Which of the following is not the price-
adaptation strategies?
A geographical pricing
B price discounts and al...
Answer
Which of the following is not the price-
adaptation strategies?
A geographical pricing
B price discounts and allowa...
Analysis
In geographical pricing, the company
decides how to price its products to
different customers in different locati...
Question 8
Which of the following is not true?
A excess the plant capacity might lead a
firm to cut price.
B companies som...
Answer
Which of the following is not true?
A excess the plant capacity might lead a
firm to cut price.
B companies sometim...
Analysis
one factor leading to price increase is
overdemand. When a company cannot
supply all its customers, it can raise ...
Question 9
In nonhomogeneous product markets, a
firm has more latitude. It needs to
consider the following issues except:
...
Answer
In nonhomogeneous product markets, a
firm has more latitude. It needs to
consider the following issues except:
A if...
Analysis
In markets characterized by high product
homogeneity, the firm can search for
ways to enhance its augmented produ...
Question 10
Which of the following is a pricing
objective
A survival
B maximum current profit
C Maximum market share
D max...
Answer
Which of the following is a pricing
objective
A survival
B maximum current profit
C Maximum market share
D maximum ...
FINAL
Whatever the specific objective,
businesses that use price as a strategic
tool will profit more than those simply le...
Top 10 Concepts
Managing Retailing,
Wholesaling, & Logistics
CH 16
Roger C. Mabag
December 15, 2011
http://upwarddodger.bl...
1. This includes all the activities in selling goods or
services directly to final consumers for personal, non
business us...
Retailing is…
 Retailing includes all the activities in selling
goods or services directly to final consumers
for persona...
Any organization selling to final consumers-
whether it is a manufacturer, wholesaler, or
retailer-is doing retailing. It ...
1. This includes all the activities in selling goods or
services directly to final consumers for personal, non
business us...
2. Which among retailing four level of service where
retailers carry more shopping goods and services such as
credit and m...
4 Levels of Service
1. Self-service
2. Self-selection
3. Limited service
4. Full service
http://upwarddodger.blogspot.com/
Limited service-These retailers carry more
shopping goods and services such as credit
and merchandise-return privileges.
C...
2. Which among retailing four level of service where
retailers carry more shopping goods and services such as
credit and m...
3. Which among retailing four positioning strategies that
feature a narrow product assortment and high value added
cultiva...
http://upwarddodger.blogspot.com/
Four positioning strategies
Bloomingdale's-Stores that feature a broad product assortment
and high value added pay close a...
Sunglass Hut-Stores that feature a narrow line and low value
added keep costs and prices low by centralizing buying,
merch...
3. Which among retailing four positioning strategies that
feature a narrow product assortment and high value added
cultiva...
4. A type of retail organization where Independent retailers
who set up a central buying organization and conduct joint
pr...
http://upwarddodger.blogspot.com/
4. A type of retail organization where Independent retailers
who set up a central buying organization and conduct joint
pr...
5. This includes all the activities in selling goods or services
to those who buy for resale or business use.
a) Retailing...
Wholesaling is…
Wholesaling includes all the activities in
selling goods or services to those who buy for
resale or busin...
5. This includes all the activities in selling goods or services
to those who buy for resale or business use.
a) Retailing...
6. Which wholesaling function where they finance
customers by granting credit, and finance suppliers by
ordering early and...
Wholesalers’ functions
Selling and promoting
Buying and assortment
building
Bulk breaking
Warehousing
Transportation
Finan...
Financing. Wholesalers finance
customers by granting credit, and
finance suppliers by ordering early and
paying bills on t...
6. Which wholesaling function where they finance
customers by granting credit, and finance suppliers by
ordering early and...
7. This includes planning the infrastructure to meet demand,
then implementing and controlling the physical flows of
mater...
Market logistics planning has four
steps:
Deciding on the company’s value proposition to its
customers
Deciding on the bes...
Market logistics includes planning the infrastructure to
meet demand, then implementing and controlling the
physical flows...
7. This includes planning the infrastructure to meet demand,
then implementing and controlling the physical flows of
mater...
8. A company’s goal is said to be "getting the right goods to
the right places at the right time for the least cost" is
ca...
Market-logistics Objectives
Many companies state their market-logistics objective as "getting
the right goods to the right...
For example:
The traffic manager favors rail shipment over air shipment because
rail costs less. However, because the rail...
8. A company’s goal is said to be "getting the right goods to
the right places at the right time for the least cost" is
ca...
9. Which among four major decisions about its market
logistics that represent a major cost or tells how much
stock should ...
Inventory
Inventory levels represent a major cost. Salespeople would like
their companies to carry enough stock to fill al...
Inventory
Inventory cost increases at an accelerating rate
as the customer service level approaches
100%
Order (reorder) p...
9. Which among four major decisions about its market
logistics that represent a major cost or tells how much
stock should ...
10. Which among Organizational Lessons in Market
Logistics is true?
a) Companies should appoint any person in logistics to...
Organizational Lessons
Market-logistics strategies must be derived from
business strategies, rather than solely from cost
...
10. Which among Organizational Lessons in Market
Logistics is true?
a) Companies should appoint any person in logistics to...
Managing Retailing,
Wholesaling, & Logistics
CH 16
Roger C. Mabag
December 15, 2011
http://upwarddodger.blogspot.com/
TOP 10 Learning Questions for
Designing and Managing Integrated
Marketing Communication
CHAPTER 17
KATHLEEN ANNE MAMARADLO...
1. Marketing Communications is considered
as which ‘P’ in the Marketing Mix (4Ps)?
A. Price
B. Place
C. Promotion
D. Produ...
Marketing Communications
Marketing communications are the
means by which firms attempt to
inform, persuade, and remind
con...
Marketing Communications
Marketing communications are the
means by which firms attempt to
inform, persuade, and remind
con...
1. Marketing Communications is considered
as which ‘P’ in the Marketing Mix (4Ps)?
A. Price
B. Place
C. Promotion
D. Produ...
2. The following are examples of the
Marketing Communications mix
except:
A. Events and experiences
B. Public relations an...
Marketing Communications Mix
226
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 Advertising
 Sales promotion
 Events and
experi...
Marketing Communications Mix
227
http://kathleenmamaradlo.blogspot.com
 Advertising
 Sales promotion
 Events and
experi...
2. The following are examples of the
Marketing Communications mix
except:
A. Events and experiences
B. Public relations an...
3. IMC’s ultimate goal is to build brand
equity which is composed of the
following except:
A. Brand awareness
B. Brand bar...
IMC builds brands
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IMC builds brands
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Brand
Barriers
refer to the
obstacles
encountered by
a brand i...
3. IMC’s ultimate goal is to build brand
equity which is composed of the
following except:
A. Brand awareness
B. Brand bar...
4. To ensure understanding between
the sender and receiver, the best
message ___________
A. is composed of words/represent...
Elements of the
Communication Process
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Elements of the
Communication Process
Considering the noise, and the fact that how one receiver decodes a message is
may b...
4. To ensure understanding between
the sender and receiver, the best
message ___________
A. is composed of words/represent...
5. Considering the communication
process, what should the receiver first
take note of in preparing his message?
A. Product...
Elements of the
Communication Process
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Elements of the
Communication Process
It’s important to begin with a clear target audience as this will be
the basis of th...
5. Considering the communication
process, what should the receiver first
take note of in preparing his message?
A. Product...
6. What transpires during the
behaviour stage of the Hierarchy
of Effects Model?
A. Purchase
B. Preference
C. Interest
D. ...
Response Hierarchy
Models
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Response Hierarchy
Models
http://kathleenmamaradlo.blogspot.com
6. What transpires during the
behaviour stage of the Hierarchy
of Effects Model?
A. Purchase
B. Preference
C. Interest
D. ...
7. Below are the different
considerations in designing the
Communications except:
A. Global adaptation
B. Persuasion strat...
Designing the
Communications
 Message strategy
 Creative strategy
 Message source
 Global adaptation
http://kathleenma...
Designing the
Communications
 Message strategy
 Creative strategy
 Message source
 Global adaptation
Persuasion strate...
7. Below are the different
considerations in designing the
Communications except:
A. Global adaptation
B. Persuasion strat...
8. For a personal and credible approach,
which of the marketing communications
below should one use?
A. Direct Marketing
B...
Word-of-Mouth
Word-of-Mouth Marketing
• Credible
• Personal
• Timely
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Word-of-Mouth
Word-of-Mouth Marketing
• Credible
• Personal
• Timely
Word-of-mouth is considered to be a very personal app...
8. For a personal and credible approach,
which of the marketing communications
below should one use?
A. Direct Marketing
B...
9. For a pervasive and impersonal approach,
which of the marketing mix must be used?
A. Personal Selling
B. Word-of-Mouth
...
9. For a pervasive and impersonal approach,
which of the marketing mix must be used?
A. Personal Selling
B. Word-of-Mouth
...
Advertising
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Advertising
Pervasiveness
Amplified expressiveness
Impersonality
Advertising
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Advertising
Pervasiveness
Amplified expressiveness
Impersonality
Adverti...
9. For a pervasive and impersonal approach,
which of the marketing mix must be used?
A. Personal Selling
B. Word-of-Mouth
...
10. If the objective is to offer competitive
incentives or contributions that give
additional value to the customer, which...
Advertising
http://kathleenmamaradlo.blogspot.com
Sales Promotion
Communication
Incentive
Invitation
Sales Promotion
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Sales Promotion
Communication
Incentive
Invitation
Sales Promotio...
10. If the objective is to offer competitive
incentives or contributions that give
additional value to the customer, which...
TOP 10 Learning Questions for
Designing and Managing Integrated
Marketing Communication
CHAPTER 17
KATHLEEN ANNE MAMARADLO...
TOP 10 Learning Concepts
Ch 18 Managing Mass
Communications
Ching D. Marcial
December 22, 2011
www.chingmarcial.blogspot.c...
______________ is one of the five (5) steps In
developing an advertising program, which
aims to evaluate communication str...
265
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Concept
MISSION MONEY
MEDIA MEASUREMENT
The 5M’s of
Advertising
MESSAGE
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Concept Explanation
MISSION MONEY
MEDIA MEASUREMENT
The 5M’s of Advertising
MESSAGE
______________ is one of the five (5) steps In
developing an advertising program, which
aims to evaluate communication str...
________________ is/are one of the four (4) mass
communication tools to improve brand or company
image, which consist of d...
269
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Concept
Sales
Promotion
Public
Relation
Events &
Experiences Advertising
The Four (4) Ma...
270
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Concept Explanation
Sales
Promotion
Public
Relation
Events &
Experiences Advertising
The...
________________ is/are one of the four (4) mass
communication tools to improve brand or company
image, which consist of d...
In building strong brand equity, advertisers
would always seek “BIG ideas” EXCEPT;
A. Establish connection with consumer e...
273
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Concept
The “BIG Idea” in Advertising
A compelling idea that will bring the
advertising ...
274
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Concept Explanation
The “BIG Idea” in Advertising
 connects with consumers rationally a...
In building strong brand equity, advertisers
would always seek “BIG ideas” EXCEPT;
A. Establish connection with consumer e...
Product placement is an example of
alternative advertising options which aims
for the following , EXCEPT
A. Reach a precis...
277
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Concept
Alternative Advertising Options
 can often reach a very precise and captive aud...
278
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Concept Explanation
Alternative Advertising Options
Place
Advertising
Product
Placement
...
Product placement is an example of
alternative advertising options which aims
for the following , EXCEPT
A. Reach a precis...
Which of the following statement/s is TRUE
about Experiential Marketing;
A. Connects a products or service with interestin...
281
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Concept
Experiential Marketing
The goal of experiential marketing is to
establish the co...
282
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Concept Explanation
Customer
LogicEmotions
Comfort &
Pleasure
Goal of Experiential
Marke...
Which of the following statement/s is TRUE
about Experiential Marketing;
A. Connects a products or service with interestin...
Which of the following statements about
Sales Promotion is/are TRUE
 
A. The value of sales promotion is realized through ...
285
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Concept
Sales Promotion
includes tools for consumer promotion,
trade promotion, business...
286
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Concept Explanation
Characteristics of Sales Promotion
They gain attention and usually ...
Which of the following statements about
Sales Promotion is/are TRUE
 
A. The value of sales promotion is realized through ...
 The DO it- yourself steak concept of Pepper
Lunch is an example of;
A. Experiential Marketing
B. Advertising
C. Promotion...
289
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Concept
Experiential Marketing
As a UNIQUE approach to the task of marketing
goods and s...
290
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Concept Explanation
Customer
LogicEmotions
Comfort &
Pleasure
Experiential Marketing
Sen...
 The DO it- Yourself steak concept of Pepper
Lunch is an example of;
A. Experiential Marketing
B. Advertising
C. Promotion...
In developing an advertising program, which
part of the 5M’s does the “Smells Good,
Taste Even Better” of Gardenia belong?...
293
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Concept
Advertising Message
One of the 5M’s in developing an advertising
program which a...
294
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Concept Explanation
Message Components
The Appeal Value
Proposition
Slogan
In developing an advertising program, which
part of the 5M’s does the “Smells Good,
Taste Even Better” of Gardenia belong?...
Jollibee and Chowking Products featured in
the movie “ALL My Life” with stars Aga
Mulach is an example of?
 
 
A. Product ...
297
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Concept
Product Placement
A non traditional advertising technique done by
advertisers to...
Jollibee and Chowking Products featured in
the movie “ALL My Life” with stars Aga
Mulach is an example of?
 
 
A. Product ...
Lucky Me noodles’ “FaMealy Day” campaign
is an example of?
 
 
A. Marketing Public Relations
B. Corporate Social Responsib...
300
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Concept
Public Relations
Consists of variety of programs designed to
improve maintain or...
301
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Concept Explanation
Public Relations
Builds CREDIBILITY
Create AWARENESS
Lower COST
Lucky Me noodles’ “FaMealy Day” campaign
is an example of?
  
A. Marketing Public Relations
B. Corporate Social Responsibi...
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    1. 1. TOP 10 Learning Questions for Chapter 10 Crafting The Brand Position (D)evout - Mary Josette Enriquez December 16,2011 www.maryjosetteienriquez.blogspot.com
    2. 2. All Marketing strategy is built on STP _________ a. segregation, targeting, & planning b. segmentation, timing & piping c. segmentation, targeting & positioning d. systematization, targeting & positioning e. segregation, timing & planning 2 www.maryjosetteienriquez.blogspot.com
    3. 3. Developing & Communicating A Position Strategy All marketing strategy is built on STP: Segmentation Target Positioning If a company does a poor job of position , the market will be confused. 3 www.maryjosetteienriquez.blogspot.com
    4. 4. All Marketing strategy is built on STP _________ a. segregation, targeting, & planning b. segmentation, timing & piping c. segmentation, targeting & positioning d. systematization, targeting & positioning e. segregation, timing & planning 4 www.maryjosetteienriquez.blogspot.com
    5. 5. The result of positioning is the successful creating of a _________ a cogent reason why the target market should buy the product a. an excellent promotional campaign b. customer-focused value proposition c. demand channel d. everyday low pricing e. strategic window of opportunity 5 www.maryjosetteienriquez.blogspot.com
    6. 6. Know the value of your product with your customers 6 www.maryjosetteienriquez.blogspot.com The result of position is the successful creation of a customer-focused value propositio a cogent reason why the target market should buy the product. Positioning requires that similarities and difference between brands be defined and communicated.
    7. 7. The result of positioning is the successful creating of a _________ a cogent reason why the target market should buy the product a. an excellent promotional campaign b. customer-focused value proposition c. demand channel d. everyday low pricing e. strategic window of opportunity 7 www.maryjosetteienriquez.blogspot.com
    8. 8. A Product has a life cycle that assert things except: a. product has a limited life. b. product has unlimited life. c. Product sales pass stages posing challenges, opportunities & problems to seller. d. Profits rise & fall different stages of the product life cycle. e. Products require different marketing, financial, manufacturing, purchasing & hr strategies. 8 www.maryjosetteienriquez.blogspot.com
    9. 9. Product life cycle is your partner in marketing strategy A company's position and differentiation strategy must change as the product, market and competitors change over the product life cycle. 9 www.maryjosetteienriquez.blogspot.com
    10. 10. Product life cycle is your partner in marketing strategy 10 www.maryjosetteienriquez.blogspot.com
    11. 11. A Product has a life cycle that assert things except: 1. product has a limited life. 2. Product sales pass stages posing challenges, opportunities & problems to seller. 3.Profits rise & fall different stages of the product life cycle. 4.Products require different marketing, financial, manufacturing, purchasing & hr strategies. 11 www.maryjosetteienriquez.blogspot.com
    12. 12. A Product has a life cycle that assert things except: a. product has a limited life. b. product has unlimited life. c. Product sales pass stages posing challenges, opportunities & problems to seller. d. Profits rise & fall different stages fo the product life cycle. e. Products require different marketing, financial, manufacturing, purchasing & hr strategies. 12 www.maryjosetteienriquez.blogspot.com
    13. 13. Long term market leadership has different factors except a. vision of a mass market & persistence b. relentless innovation c. financial commitment d. asset leverage e. good promotion 13 www.maryjosetteienriquez.blogspot.com
    14. 14. Long term market leadership has different factors 14 www.maryjosetteienriquez.blogspot.com 1. vision of a mass market
    15. 15. Long term market leadership has different factors 15 www.maryjosetteienriquez.blogspot.com 2. persistence
    16. 16. Long term market leadership has different factors 16 www.maryjosetteienriquez.blogspot.com 3. relentless innovation
    17. 17. Long term market leadership has different factors 17 www.maryjosetteienriquez.blogspot.com 4. financial commitment
    18. 18. Long term market leadership has different factors 18 www.maryjosetteienriquez.blogspot.com 4. asset leverage
    19. 19. Long term market leadership has different factors except a. vision of a mass market & persistence b. relentless innovation c. financial commitment d. asset leverage e. good promotion 19 www.maryjosetteienriquez.blogspot.com
    20. 20. Which of the following is true with Points of difference (PODs)? a.PODs are attributes that are not strongly associate with a brand positively evaluate. b.PODs are benefits associate with a positively evaluate. c.PODs have same extent with competitive brand d.PODs associates with virtually some type of attribute. e. PODs are attributes or benefits strongly associate a brand with positively evaluate that can't find same extent with a competitive brand. 20 www.maryjosetteienriquez.blogspot.com
    21. 21. Points of difference (PODs) are essential in marketing Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. The apples are same but One is distinct because color 21 www.maryjosetteienriquez.blogspot.com
    22. 22. Which of the following is true with Points of difference (PODs)? a.PODs are attributes that are not strongly associate with a brand positively evaluate. b.PODs are benefits associate with a positively evaluate. c.PODs have same extent with competitive brand d.PODs associates with virtually some type of attribute. e. PODs are attributes or benefits strongly associate a brand with positively evaluate that can't find same extent with a competitive brand. 22 www.maryjosetteienriquez.blogspot.com
    23. 23. Which of the following is true with Points of Parity (POPs)? a. Association that are necessarily unique to the brand but may be share with other brands b. Association that are not necessarily unique to the brand but may be shared with other brands. c. Association uniquely brand but shared with others. d.Association that are not necessarily unique to brand . e.Association that may be shared with other brands. 23 www.maryjosetteienriquez.blogspot.com
    24. 24. Points of Parity (POPs) is needed in marketing Association that are not necessarily unique to the brand but may be shared with other brands. twitter,facebook,linkedin, Myspace share the association As social networks 24 www.maryjosetteienriquez.blogspot.com
    25. 25. Which of the following is true with Points of Parity (POPs)? a. Association that are necessarily unique to the brand but may be share with other brands b. Association that are not necessarily unique to the brand but may be shared with other brands. c. Association uniquely brand but shared with others. d.Association that are not necessarily unique to brand . e.Association that may be shared with other brands. 25 www.maryjosetteienriquez.blogspot.com
    26. 26. Zagu drink business is an example of what special category product life cycle? a. fashion b. fad c. style d.trend e.vogue 26 www.maryjosetteienriquez.blogspot.com
    27. 27. 3 special category product life cycle 1. Style is a basic distinctive mode of expression appearing in a field of human endeavor. 2. fashion is a currently accepted or popular style in a given field. 3.Fads are fashion that come quickly into public view are adopted with great zeal, peak early, and decline very fast. 27 www.maryjosetteienriquez.blogspot.com
    28. 28. Zagu drink business is an example of what special category product life cycle? a. fashion b. fad c. style d.trend e.vogue 28 www.maryjosetteienriquez.blogspot.com
    29. 29. Betamax products is in the ____ Stage of the product cycle. a. introduction b. Growth c. Maturity d. decline e. none of the above 29 www.maryjosetteienriquez.blogspot.com
    30. 30. The four stages in a product life cycle 30 www.maryjosetteienriquez.blogspot.com
    31. 31. Introduction stage in a product life cycle A period of slow sales growth as the product is introduced in the market. Profits are non-existed because of the heavy expenses of product introduction. 31 www.maryjosetteienriquez.blogspot.com
    32. 32. Growth stage in a product life cycle A period of rapid market acceptance and substantial profit improvement. 32 www.maryjosetteienriquez.blogspot.com
    33. 33. Maturity stage in a product life cycle A slowdown in sales growth because the product has achieved acceptance by most potential buyers. Profits stabilize or decline because of increased competition. 33 www.maryjosetteienriquez.blogspot.com
    34. 34. Decline stage in a product life cycle Sales show a downward drift and profits erode. 34 www.maryjosetteienriquez.blogspot.com
    35. 35. Betamax products is in the ____ Stage of the product cycle. a. introduction b. Growth c. Maturity d. decline e. none of the above 35 www.maryjosetteienriquez.blogspot.com
    36. 36. An example of product with competitive advantage is ... a. mac iphone b. nokia cellular phone c. samsung cellular phone d. ericsson cellular e. cherry mobile cellular phone 36 www.maryjosetteienriquez.blogspot.com
    37. 37. Know your edge against competitor Avoid the commodity trap, marketers must start with belief that you can differentiate anything. Competitive advantage is a company's ability to perform in or more ways the competitors cannot or will not. 37 www.maryjosetteienriquez.blogspot.com
    38. 38. An example of product with competitive advantage is ... a. mac iphone b. nokia cellular phone c. samsung cellular phone d. ericsson cellular e. cherry mobile cellular phone 38 www.maryjosetteienriquez.blogspot.com
    39. 39. the brand positioning of pepsi are the following except: a.endorsed by celebrities b.unique delicious taste, refreshes c. affordability d. cool hip different alternative e. attractive packaging and design 39 www.maryjosetteienriquez.blogspot.com
    40. 40. Key in brand positioning: Positioning is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market. The goal is to locate the brand in the mind of consumers to maximize the potential benefit to the firm. 40 www.maryjosetteienriquez.blogspot.com
    41. 41. the brand positioning of pepsi are the following except: a.endorsed by celebrities b.unique delicious taste, refreshes c. affordability d. cool hip different alternative e. attractive packaging and design 41 www.maryjosetteienriquez.blogspot.com
    42. 42. TOP 10 Learning Questions for Chapter 10 Crafting The Brand Position (D)evout - Mary Josette Enriquez December 16,2011 www.maryjosetteienriquez.blogspot.com
    43. 43. TOP 10 Learning Questions for (Chapter 12) LU, QINGJUAN December 16, 2011 Chapter 12 Setting Product Strategy
    44. 44. 1. In below five of the Product Levels- Customer-Value Hierarchy, which one is the Fundamental level of the hierarchy? A. Potential Product B. Augmented Product C. Expected Product D. Basic Product E. Core Benefit 44
    45. 45. Product Levels: The Customer-Value Hierarchy 45
    46. 46. 2. At the third level of the customer value hierarchy, the marketer prepares a(n) _____, a set of attributes and conditions buyers normally expect when they purchase this product. A. Potential product B. Expected product C. Augmented product D. Basic product E. Anticipated product 46
    47. 47. Customer-Value Hierarchy At the third level, the marketer prepares an Expected Product, a set of attributes and conditions buyers normally expect when they purchase this product. 47
    48. 48. 3. _____ goods are purchased without any planning or search effort. A. Staples B. Impulse C. Unsought D. Emergency E. Nondurable 48
    49. 49. Consumer- Goods Classification Staples are goods consumers purchase on regular basis. Impulse goods are purchased without any planning or search effort. Emergency goods are purchased when a need is urgent. Unsought goods are those the consumer does not know about or does not normally think of buying. Nondurable goods are tangible goods normally consumed in one or a few uses. 49
    50. 50. 4. Buyers expect products to have a high _____, which is the degree to which all the produced units are identical and meet the promised specifications. A. Performance quality B. Conformance quality C. Durability D. Repairability E. Reliability 50
    51. 51. Conformance Quality Conformance Quality which is the degree to which all the produced units are identical and meet the promised specifications. Durability measure of the product’s expected operating life under natural or stressful conditions is a valued attribute for certain products. Reliability measure of the probability that a product will not malfunction or fail within a specified time period Repairability measure the ease of fixing a product when it malfunctions or fails. 51
    52. 52. 5. Tide detergent comes in two scents and two additives creating variation with the brand. This refers to the _____ of the product mix. A. Depth B. Length C. Width D. Consistency E. Breath 52
    53. 53. Product Systems and Mixes The Width of a product mix refers to how many different product lines the company caries. The Length of a product mix refers to the total number of items in the mix. If Tide comes in two scents, two formulations and two additives, Tide has a depth of eight because there are eight distinct variants. The Consistency of the product mix refers to how closely related the various product lines are in end use. 11
    54. 54. 6. A company can classify its products into four types. Which type of product produces a high sales volume and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity? A. Core product B. Staple product C. Specialty product D. Convenience items E. Shopping goods 54
    55. 55. 55 Four types of Product yield different gross margins depending on sales volume and promotion. Core products-high sales volume and are heavily promoted but with low margins because then are viewed as undifferentiated commodities. Staples-Items with lower sales volume and no promotion. Specialties- Items with lower sales volume but that might be highly promoted. Convenience items- high volume but receive less promotion.
    56. 56. 7. A company may wish to enter the high end of the market for more growth , higher margins, or simply to position themselves as full-line manufacturers. This is called a(n) _____? A. Two-way stretch B. Up-market stretch C. Down-market stretch D. Sideways stretch E. High-end stretch 56
    57. 57. Line Stretching • Down-Market Stretch: A company positioned in the middle market may want to introduce a lower-price line • Up-Market Stretch: Companies may wish to enter the high end of the market to achieve more growth. • Two-Way Stretch: Companies serving the middle market might decide to stretch their line in both directions. 57
    58. 58. 8. A company normally develop product lines rather than single products and introduce price steps, This is _____? A. Product-Line Pricing B. Optional-Feature Pricing C. Captive-Product Pricing D. Two-part Pricing E. By-product Pricing 58
    59. 59. Product-Mix Pricing Product-line pricing is company normally develop product lines rather than single products and introduce price steps. Optional-feature pricing is company offer optional products, features, and services along with their main product. Captive-product pricing are some products require the use of ancillary products, or captive products. Two-part pricing is consisting of a fixed fee plus a variable usage fee. By-product pricing is the production of certain goods meats, pertroleum products and other chemicals. 59
    60. 60. 9. _____ is defined as all activities of designing and producing the container for a product. A. Designing B. Packaging C. Containerizing D. Labeling E. Marketing 60
    61. 61. Packaging a. Labeling may be a simple tag attached to the product or an elaborately designed graphic that is part of the package. b. Packaging as all the activities of designing and producing the container for a product. c. Designing is particularly important is making and marketing retail services,61
    62. 62. 10. A _____ is a formal statement of expected product performance by the manufacturer. A. Guarantee B. Label C. Promise D. Warranty E. Mission statement 62
    63. 63. Packaging, Labeling, Warranties, and Guarantees A. Packaging as all the activities of designing and producing the container for a product. B. Labeling may be a simple tag attached to the product or an elaborately designed graphic that is part of the package. C. Warranties are formal statement of expected product performance by the manufacturer. D. Guarantees reduce the buyer’s perceived risk. 63
    64. 64. Chapter 12 concepts o Product is the first and most important element of marketing mix. Product strategy calls for making coordinated decisions on product mixes, product lines, brands, and packaging and labeling. o In planning its market offering, the marketer needs to think through the five levels of the product: the core benefit, the basic product, the expected product, the augmented product, and the potential product, which encompasses all the augmentations and transformations the product might ultimately undergo. o Products can be classified in several ways. In terms of durability and reliability, products can be nondurable goods, durable goods, or services. 64
    65. 65. Chapter 12 concepts Brands can be differentiated on the basis of a number of different product or service dimensions: Product form, features, performance, conformance, durability, reliability, repairability, style, and design, as well as such service dimensions as such service dimensions as ordering ease, delivery, installation, customer training, customer consulting, and maintenance and repair. 65
    66. 66. TOP 10 Learning Questions for (Chapter 12) LU, QINGJUAN December 16, 2011 Chapter 12 Setting Product Strategy
    67. 67. TOP 10 Learning Questions for Setting Product Strategy 12 Adventurer Alex Go 12.16.11
    68. 68. 1. In the 5 product levels of customer- value hierarchy, where does the service “inspection” belong? A. Core Benefit B. Basic Product C. Expected Product D. Augmented Product E. Potential Product 68 http://lexgo-passionforlife.blogspot.com/
    69. 69. Customer-Value Heirarchy 69 http://lexgo-passionforlife.blogspot.com/
    70. 70. Inspection is the basic product offering which provides quality/ safety as its core benefits 70 http://lexgo-passionforlife.blogspot.com/ Levels Definition Core Benefit Service or benefit the customer is really buying Basic Product Turn the benefit to an actual product Expected Product Set of attributes and conditions buyers normally expect upon purchase Augmented Product Exceeding the customer expectations Potential Product All possible transformations the offering might undergo in the future
    71. 71. 1. In the 5 product levels of customer- value hierarchy, where does the service “inspection” belong? A. Core Benefit B. Basic Product C. Expected Product D. Augmented Product E. Potential Product 71 http://lexgo-passionforlife.blogspot.com/
    72. 72. 2. An example of durable goods is ____. A. Wine B. Printer C. Tortilla Chips D. Tissue E. Ink Cartridge 72 http://lexgo-passionforlife.blogspot.com/
    73. 73. Product classifications are essential in identifying appropriate marketing mix strategies Accdg. to durability and tangibility, products can be classified into 3 types: 1. Non-durable goods – tangible, one of few uses 2. Durable goods – tangible, many uses 3. Services - intangible 73 http://lexgo-passionforlife.blogspot.com/
    74. 74. Durable goods are those that normally survive many uses 74 http://lexgo-passionforlife.blogspot.com/ Some examples are: electronic gadgets, printers & cars.
    75. 75. 2. An example of durable goods is ____. A. Wine B. Printer C. Tortilla Chips D. Tissue E. Ink Cartridge 75 http://lexgo-passionforlife.blogspot.com/
    76. 76. 3. It is the total features that affect how a product looks, feels, and functions in terms of customer req’ts. A. Form B. Style C. Design D. Customization E. None of the above 76 http://lexgo-passionforlife.blogspot.com/
    77. 77. There are several ways that a product can differentiate itself from the competition Form, Style, Design & Customization are some of the product aspects marketers use to stand out. 77 http://lexgo-passionforlife.blogspot.com/
    78. 78. Only design covers the totality of the product features 78 http://lexgo-passionforlife.blogspot.com/ • Form • Style • Customizatio n • Design Either specific to shape, size, look & feel, custom made Total features
    79. 79. 3. It is the total features that affect how a product looks, feels, and functions in terms of customer req’ts. A. Form B. Style C. Design D. Customization E. None of the above 79 http://lexgo-passionforlife.blogspot.com/
    80. 80. 4. Convenience, shopping and specialty products are examples of product categories. What is another name for this? A. Product Family B. Product Class C. Product Line D. Product Type E. None of the above 80 http://lexgo-passionforlife.blogspot.com/
    81. 81. The Product Hierarchy 81 http://lexgo-passionforlife.blogspot.com/
    82. 82. Product class 82 http://lexgo-passionforlife.blogspot.com/ -is a group of products within the product family recognized as having a certain functional coherence. It’s also known as product category.
    83. 83. 4. Convenience, shopping and specialty products are examples of product categories. What is another name for this? A. Product Family B. Product Class C. Product Line D. Product Type E. None of the above 83 http://lexgo-passionforlife.blogspot.com/
    84. 84. 5. Which of the following is true for product mix? A. Width refers to how closely related the various product lines are B. Consistency refers to how many variants are offered of each product in the line C. Depth refers to how many different product lines the company carries D. None of the above 84 http://lexgo-passionforlife.blogspot.com/
    85. 85. A product mix has certain width, length, depth and consistency. 85 http://lexgo-passionforlife.blogspot.com/
    86. 86. None was correct. Right definitions are linked below. Width Consistency Depth 86 http://lexgo-passionforlife.blogspot.com/  refers to how closely related the various product lines are  refers to how many variants are offered of each product in the line  refers to how many different product lines the company carries
    87. 87. 5. Which of the following is true for product mix? A. Width refers to the total number of items in a mix B. Consistency refers to how many variants are offered of each product in the line C. Depth refers to how many different product lines the company carries D. None of the above 87 http://lexgo-passionforlife.blogspot.com/
    88. 88. 6. What type of co-branding example is Cebu Pacific Citibank Credit Card? A. Same-company co-branding B. Joint-venture co-branding C. Multiple-sponsor co-branding D. Retail co-branding 88 http://lexgo-passionforlife.blogspot.com/
    89. 89. Co-branding is the combination of two or more brands into a joint product 89 http://lexgo-passionforlife.blogspot.com/
    90. 90. Citibank & Cebu Pacific are two separate entities. Thus they are considered joint venture co-branding 90 http://lexgo-passionforlife.blogspot.com/
    91. 91. 6. What type of co-branding example is Cebu Pacific Citibank Credit Card? A. Same-company co-branding B. Joint-venture co-branding C. Multiple-sponsor co-branding D. Retail co-branding 91 http://lexgo-passionforlife.blogspot.com/
    92. 92. 7. Which of the following are not essential for product packaging? A. Convey descriptive and persuasive information B. Identify the brand C. Display product image D. Assist at-home storage 92 http://lexgo-passionforlife.blogspot.com/
    93. 93. Packaging is all activities of designing and producing the container for a product Packaging must achieve 5 objectives A. Convey descriptive and persuasive information B. Identify the brand C. Assist at-home storage D. Facilitate product transportation and protection E. Aid product consumption 93 http://lexgo-passionforlife.blogspot.com/
    94. 94. Product content photo is not necessary. 94 http://lexgo-passionforlife.blogspot.com/
    95. 95. 7. Which of the following are not essential for product packaging? A. Convey descriptive and persuasive information B. Identify the brand C. Display product photo D. Assist at-home storage 95 http://lexgo-passionforlife.blogspot.com/
    96. 96. 8. ______ is a measure of the ease of fixing a product when it malfunctions or fails A. Durability B. Conformance Quality C. Reliability D. Repairability 96 http://lexgo-passionforlife.blogspot.com/
    97. 97. Marketers may differentiate their product on the following: A. Durability – measure of the product’s expected operating life B. Conformance Quality- degree to which all units are identical and meet the specifications C. Reliability- measure that a product will not malfunction D. Repairability- measure of the ease of fixing a product when it malfunctions or fails 97 http://lexgo-passionforlife.blogspot.com/
    98. 98. Repairability = fixing 98 http://lexgo-passionforlife.blogspot.com/
    99. 99. 8. ______ is a measure of the ease of fixing a product when it malfunctions or fails A. Durability B. Conformance Quality C. Reliability D. Repairability 99 http://lexgo-passionforlife.blogspot.com/
    100. 100. 9. Which of the following statements are incorrect? A. The broad definition of a product includes events, places and services. B. Elevators are considered capital items C. Absolut Vodka is highly differentiate by style D. Free Iphone 4s with a Globe plan of 8,000 is an example of two-part pricing 100 http://lexgo-passionforlife.blogspot.com/
    101. 101. In the chapter 12, several topics were covered under product strategy A. Products was broadly defined as anything offered to a market to satisfy a need/ want. (services, events, persons, ideas) B. Capital items are long lasting goods. It has 2 groups: equipments and installations (where elevators belong) C. Style describes the look and feel of the product to the buyer. Absolut achieve this in its ads. D. Two part pricing consist of a fixed fee plus a variable usage fee 101 http://lexgo-passionforlife.blogspot.com/
    102. 102. Letter D is considered captive product pricing Captive-product pricing provides a low mark-up is set for the companion main product with a high mark-up for the supplies. The plan is considered as the companion of the product (cellphone) 102 http://lexgo-passionforlife.blogspot.com/
    103. 103. 9. Which of the following statements are incorrect? A. The broad definition of a product includes events, places and services. B. Elevators are considered capital items C. Absolut Vodka is highly differentiate by style D. Free Iphone 4s with a Globe plan of 8,000 is an example of two-part pricing 103 http://lexgo-passionforlife.blogspot.com/
    104. 104. 10. The leading apparel brand, Bench, recently created high end stores and hired international stars as their endorsers. What type of line stretching is this called? A. Down-Market Stretching B. Up-Market Stretching C. Two way Stretching D. Down-Line Stretching 104 http://lexgo-passionforlife.blogspot.com/
    105. 105. Line stretching occurs when a company lengthens its product line beyond its current range. There are 3 types: Down-Market Stretching- introducing lower-priced line Up-Market Stretching- entering the high end of the market Two way Stretching – expansion on both areas 105 http://lexgo-passionforlife.blogspot.com/
    106. 106. Since they are targeting the high end market, Bench is doing an up-market stretch 106 http://lexgo-passionforlife.blogspot.com/
    107. 107. 10. The leading apparel brand, Bench, recently created high end stores and hired international stars as their endorsers. What type of line stretching is this called? A. Down-Market Stretching B. Up-Market Stretching C. Two way Stretching D. Down-Line Stretching 107 http://lexgo-passionforlife.blogspot.com/
    108. 108. TOP 10 Learning Questions for Setting Product Strategy 12 Adventurer Alex Go 12.16.11 http://lexgo-passionforlife.blogspot.com/
    109. 109. 109 TOP 10 Learning Questions for For Chapter 13 Designing and Managing Services Foglight Carlos Gonzaga December 15, 2011
    110. 110. 1. Improving service quality means doing the following except A. Listening B. Fair play C. Servant Leadership D. Advertising E. Employee research 110
    111. 111. Improving Service Quality 111 • Listening - understand what customers really want through continuous learning about the expectations and perceptions of customers and noncustomers • Reliability • Basic service - keep promises, use common sense, listen to customers, keep customers informed, and be determined to deliver value to customers • Service design - develop a holistic view of the service while managing its many details • Recovery - encourage customers to complain, respond quickly and personally, and develop a problem-resolution system
    112. 112. Improving Service Quality 112 • Surprising Customers - process dimensions such as assurance, responsiveness, and empathy are most important in exceeding customer expectations • Fair play - demonstrate fairness, to customers and employees • Teamwork – improving employee motivation and capabilities • Employee research - why do service problems occur and what should companies do to solve problems? • Servant leadership - Quality service comes from inspired leadership throughout the organization Nota bene: The actions stated above are essential for improving service quality across service industries. Advertising, on the other hand, is a tool for promotion
    113. 113. 113 A. Listening B. Fair play C. Servant Leadership D. Advertising E. Employee research 1. Improving service quality means doing the following except
    114. 114. 2. 24/7 Customer Service is an example of A. standardized service-performance process B. good hiring and training procedures C. monitoring customer satisfaction D. surprising customers E. the evidence of service from the customer's point of view 114
    115. 115. Three steps service firms can take to increase quality control 115 Invest in good hiring and training procedures – Recruiting the right employees and providing them with excellent training Standardize the service-performance process - A service blueprint can simultaneously map out the service process, the points of customer contact, and the evidence of service from the customer's point of view. Monitor customer satisfaction - Employ suggestion and complaint systems, customer surveys, and comparison shopping.
    116. 116. Three steps service firms can take to increase quality control 116 Monitor customer satisfaction - Employ suggestion and complaint systems, customer surveys, and comparison shopping. 24/7 customer service such as BPI’s 89-100 hotline is form of a suggestion and complaint system that helps companies monitor customer satisfaction.
    117. 117. 117 2. 24/7 Customer Service is an example of A. standardized service-performance process B. good hiring and training procedures C. monitoring customer satisfaction D. surprising customers E. the evidence of service from the customer's point of view
    118. 118. 3. The gap between perceived service and ____________ can cause unsuccessful service delivery A. management perception B. expected service C. external communication D. consumer expectation E. service delivery 118
    119. 119. Gaps that cause unsuccessful service delivery • Gap between consumer expectation and management perception - Management does not always correctly perceive what customers want. • Gap between management perception and service-quality specifications - Management might correctly perceive customers' wants but not set a performance standard • Gap between service-quality specifications and service delivery - Personnel might be poorly trained, or incapable of unwilling to meet the standard • Gap between service delivery and external communication - Consumer expectations are affected by statements made by company representatives and ads  Gap between perceived service and expected service - This gap occurs when the consumer misperceives the service quality 119
    120. 120. Gaps that cause unsuccessful service delivery  Gap between perceived service and expected service - This gap occurs when the consumer misperceives the service quality 120 An example of the gap between perceived service and expected service is when a doctor frequently visits a patient as an expression of care but the patient may see this as an indication that something is really wrong.
    121. 121. 121 3. The gap between perceived service and ____________ can cause unsuccessful service delivery A. management perception B. expected service C. external communication D. consumer expectation E. service delivery
    122. 122. 4. The employees' skill in serving the client describes A. Interactive Marketing B. Direct Marketing C. Internal Marketing D. External Marketing E. Guerilla Marketing 122
    123. 123. Three Types of Marketing in Service Industries 123 External marketing describes the normal work of preparing, pricing, distributing, and promoting the service to customers. Internal marketing describes training and motivating employees to serve customers well.
    124. 124. Three Types of Marketing in Service Industries 124 Interactive marketing describes the employees' skill in serving the client. Clients judge service not only by its technical quality (Was the surgery successful?), but also by its functional quality (Did the surgeon show concern and inspire confidence?).
    125. 125. 4. The employees' skill in serving the client describes A. Interactive Marketing B. Direct Marketing C. Internal Marketing D. External Marketing E. Guerilla Marketing 125
    126. 126. 5. Responsiveness refers to the ____________ to help customers and to provide prompt service. A. knowledge B. ability C. care D. confidence E. willingness 126
    127. 127. Five determinants of service quality, in order of importance 1. Reliability - The ability to perform the promised service dependably and accurately 2. Responsiveness - The willingness to help customers and to provide prompt service. 3. Assurance - The knowledge and courtesy of employees and their ability to convey trust and confidence. 4. Empathy - The provision of caring, individualized attention to customers. 5. Tangibles - The appearance of physical facilities, equipment, personnel, and communication materials. 127
    128. 128. Five determinants of service quality, in order of importance Responsiveness - The willingness to help customers and to provide prompt service. 128 Since the service IS the product, responsiveness is a major factor in measuring quality. Human factor is critical especially for repetitive service. Prompt action, quick turn around time therefore hinges on the motivation and willingness to serve the customer.
    129. 129. 5. Responsiveness refers to the ____________ to help customers and to provide prompt service. A. knowledge B. ability C. care D. confidence E. willingness 129
    130. 130. 6. The following are solutions to customer failures except A. Creating high-performance customers by enhancing their role clarity, motivation, and ability B. Redesigning processes and redefine customer roles to simplify service encounters C. Encouraging "customer citizenship" where customers help customer D. Increasing customer shift to self-service technologies E. Incorporating the right technology to aid employees and customers 130
    131. 131. Root causes of customer failure 131
    132. 132. Root causes of customer failure 132 One study estimated that one-third of all service problems are caused by the customer. With an increasing shift to self-service technologies, this percentage can be expected to rise. Based on the fishbone diagram, the following solutions may address customer failure: - Creating high-performance customers - Redesigning processes and redefine customer roles - Encouraging "customer citizenship“ - Incorporating the right technology to aid employees and customers
    133. 133. 6. The following are solutions to customer failures except A. Creating high-performance customers by enhancing their role clarity, motivation, and ability B. Redesigning processes and redefine customer roles to simplify service encounters C. Encouraging "customer citizenship" where customers help customer D. Increasing customer shift to self-service technologies E. Incorporating the right technology to aid employees and customers 133
    134. 134. 7. The Cell phone is an example of A. Pure tangible good B. Tangible good with accompanying services C. Hybrid D. Major service with accompanying minor goods and services E. Pure service 134
    135. 135. Categories of service mix A. Pure tangible good - the offering consists primarily of a tangible good such as soap, toothpaste, or salt. No services accompany the product. B. Tangible good with accompanying services - The offering consists of a tangible good accompanied by one or more services. C. Hybrid - The offering consists of equal parts goods and services. For example, people patronize restaurants for both the food and its preparation. D. Major service with accompanying minor goods and services - The offering consists of a major service along with additional services or supporting goods. E. Pure service - The offering consists primarily of a service. Examples include babysitting, psychotherapy, and massage. 135
    136. 136. Categories of service mix 136 Tangible good with accompanying services Typically, the more technologically advanced the product, the greater the need for a broad range of high-quality supporting services. An example is Telecom companies offering mobile phones with pre-paid or postpaid plan services.
    137. 137. 7. The Cell phone is an example of A. Pure tangible good B. Tangible good with accompanying services C. Hybrid D. Major service with accompanying minor goods and services E. Pure service 137
    138. 138. 8. Which of the following is false? A. To reduce uncertainty, buyers will look for evidence of quality by drawing inferences from the place, people, equipment, communication material, symbols, and price. B. Services are typically produced and consumed simultaneously. C. Because the quality of services depends on who provides them, when and where, and to whom, services are highly variable. D. Service companies are unable to demonstrate their service quality through physical evidence and presentation. E. The right services must be available to the right customers at the right places at the right times and right prices to maximize profitability. 138
    139. 139. Distinctive characteristics of services Intangibility - To reduce uncertainty, buyers will look for evidence of quality by drawing inferences from the place, people, equipment, communication material, symbols, and price. Service companies can try to demonstrate their service quality through physical evidence and presentation. 139
    140. 140. Distinctive characteristics of services Service companies can try to demonstrate their service quality through physical evidence and presentation. Example: A hotel will develop a look and a style of dealing with customers that realizes its intended customer-value proposition, whether it's cleanliness, speed, or some other benefit. 140
    141. 141. 8. Which of the following is false? A. To reduce uncertainty, buyers will look for evidence of quality by drawing inferences from the place, people, equipment, communication material, symbols, and price. B. Services are typically produced and consumed simultaneously. C. Because the quality of services depends on who provides them, when and where, and to whom, services are highly variable. D. Service companies are unable to demonstrate their service quality through physical evidence and presentation. E. The right services must be available to the right customers at the right places at the right times and right prices to maximize profitability. 141
    142. 142. 9. Jollibee’s Beeda ang Saya is an example of a brand strategy related to A. Choosing brand elements B. Establishing image dimensions C. Devising brand strategy D. Redefining customer roles E. Value augmenting services 142
    143. 143. Developing brand strategies for services Brand elements - logos, symbols, characters, and slogans—can also "pick up the slack" and complement the brand name to build brand awareness and brand image. These brand elements often attempt to make the service and some of its key benefits more tangible concrete, and real. 143
    144. 144. Developing brand strategies for services 144 Jollibee’s iconic logo, mascot and tagline have been very effective brand elements that helped promote its corporate promise.
    145. 145. 9. Jollibee’s Beeda ang Saya is an example of a brand strategy related to A. Choosing brand elements B. Establishing image dimensions C. Devising brand strategy D. Redefining customer roles E. Value augmenting services 145
    146. 146. 10. Which of the following is true? A. A farmer may tolerate a combine that will break down three or four times a year. B. The longer the downtime, the lower the cost. C. The customer counts on the seller's service dependability to fix the machine quickly D. The customer usually accepts the need to spend on regular maintenance and repair costs E. For purchased products, reliability and failure frequency are the least of the customer’s concerns 146
    147. 147. Identifying and Satisfying Customer Needs Customers have three specific worries: 1. They worry about reliability and failure frequency. 2. They worry about downtime. The longer the downtime, the higher the cost. 3. They worry about out-of-pocket costs. Refers to customer spend on maintenance and repair cost 147
    148. 148. Identifying and Satisfying Customer Needs Customers worry about downtime. The longer the downtime, the higher the cost. The customer counts on the seller's service dependability—the seller's ability to fix the machine quickly, or at least provide a replacement service machine so as not to disrupt the customer’s continued usage of the machine’s supposed function. 148
    149. 149. 10. Which of the following is true? A. A farmer may tolerate a combine that will break down three or four times a year. B. The longer the downtime, the lower the cost. C. The customer counts on the seller's service dependability to fix the machine quickly D. The customer usually accepts the need to spend on regular maintenance and repair costs E. For purchased products, reliability and failure frequency are the least of the customer’s concerns 149
    150. 150. 150 TOP 10 Learning Questions for For Chapter 13 Designing and Managing Services Foglight Carlos Gonzaga December 15, 2011
    151. 151. Chapter 14 Developing Pricing Strategies and Programs http://huaijunli.blogspot.com/
    152. 152. QUESTION 1 Which of the following is the marketing priority on how do consumers process and evaluate prices? A. Reference Prices B. Price-Quality Inferences C. Price Endings D. A B and C E. None of Them
    153. 153. Answer Which of the following is the marketing priority on how do consumers process and evaluate prices? A. Reference Prices B. Price-Quality Inferences C. Price Endings D. A B and C E. None of Them
    154. 154. Analysis All types of reference like fair price typical price last price paid upper-bound price lower-bound price competitor prices expected future prices and usual discounted price When alternative information about true quality is available price becomes a less significant indicator of quality. When this information is not available
    155. 155. Question 2 Please give the proper sequence in setting price initially for the products or services 1.Deterimne demand 2.select the price objective 3.analyze competitor price mix 4.select final price 5.select price method 6.estimate costs A 2 1 6 3 5 4 B 1 2 6 3 54
    156. 156. Answer Please give the proper sequence in setting price initially for the products or services 1.Deterimne demand 2.select the price objective 3.analyze competitor price mix 4.select final price 5.select price method 6.estimate costs A 2 1 6 3 5 4 B 1 2 6 3 54
    157. 157. Analysis The company first decides where it wants to position its market offering. The clearer a firm’s objectives, the easier it is to set price. Each price will lead to a different level of demand and will therefore have a different impact on a company’s marketing objectives Demand sets a ceiling on the price the company can charge for its product. Costs the floor The firm should first consider the nearest competitor’s price Given the customers’ demand schedule,the cost function, and competitors’ prices,the company is now ready to select a price Pricing methods narrow the range from which the company must select its final price
    158. 158. Question 3 Which is not the market skimming makes sense under the following conditions: A a sufficient number of buyers have a high current demand B the unit costs of producing a big volume are not so high that they cancel the advantage of charging what the traffic will bear C the high initial price does not attract more competitors to the market
    159. 159. answer Which is not the market skimming makes sense under the following conditions: A a sufficient number of buyers have a high current demand B the unit costs of producing a big volume are not so high that they cancel the advantage of charging what the traffic will bear C the high initial price does not attract more competitors to the market
    160. 160. Analysis the unit costs of producing a small volume are not so high that they cancel the advantage of charging what the traffic will bear
    161. 161. Question 4 Suppose a toaster manufacturer has the following costs and sales expectations: variable cost per unit $10 fixed costs $300,000 expected unit sales 50,000 Now suppose the manufacturer wants to earn a 20% markup on sales. What is the makeup price should be given by the manufacturer?
    162. 162. Answer Unit cost = variable cost+ fixed cost/unit sales =$10+$300,000/50,000 =$16 Markup price=unit cost/(1-desired return on sales) = $16/(1-0.2) =$20
    163. 163. Question 5 Suppose the toaster manufacturer has invested $1 million in the business and wants to set a price to earn a 20% ROI, specifically $200,000. What is the target-return price and break-even point?
    164. 164. Answer Target-return pricing =unit cost +desired return *invested capital/unit sales =$16+(0.2*$1,000,000)/50,000 =$16+$4 =$20 Break-even volume =fixed cost/(price- variable cost)
    165. 165. Question 6 Which of the following is correct? A Dutch auctions is the seller puts up an item and bidders raise the offer price until the highest price is reached B English auctions is one seller and many buyers, or one buyer and many sellers. In the first kind, an auctioneer announces a high price for a product and then slowly decrease the price until an bidder accepts the price
    166. 166. answer Which of the following is correct? A Dutch auctions is the seller puts up an item and bidders raise the offer price until the highest price is reached B English auctions is one seller and many buyers, or one buyer and many sellers. In the first kind, an auctioneer announces a high price for a product and then slowly decrease the price until an bidder accepts the price
    167. 167. Analysis A English auctions is the seller puts up an item and bidders raise the offer price until the highest price is reached B Dutch auctions is one seller and many buyers, or one buyer and many sellers. In the first kind, an auctioneer announces a high price for a product and then slowly decrease the price until an bidder accepts the price
    168. 168. Question 7 Which of the following is not the price- adaptation strategies? A geographical pricing B price discounts and allowances C promotional pricing D differentiated pricing E auction pricing
    169. 169. Answer Which of the following is not the price- adaptation strategies? A geographical pricing B price discounts and allowances C promotional pricing D differentiated pricing E auction pricing
    170. 170. Analysis In geographical pricing, the company decides how to price its products to different customers in different locations and countries Discounting can be a useful tool if a company can gain concessions in return. Promotional-pricing strategies are often a zero-sum game
    171. 171. Question 8 Which of the following is not true? A excess the plant capacity might lead a firm to cut price. B companies sometimes initiate price cuts in a drive to dominate the market through lower cost C a major circumstance provoking price increases is a cost inflation D one factor leading to price cuts is
    172. 172. Answer Which of the following is not true? A excess the plant capacity might lead a firm to cut price. B companies sometimes initiate price cuts in a drive to dominate the market through lower cost C a major circumstance provoking price increases is a cost inflation D one factor leading to price cuts is
    173. 173. Analysis one factor leading to price increase is overdemand. When a company cannot supply all its customers, it can raise its prices, ration supplies to customers, or both.
    174. 174. Question 9 In nonhomogeneous product markets, a firm has more latitude. It needs to consider the following issues except: A if the firm can search for ways to enhance its augmented product? B why did the competitor change the price? C does the competitor plan to make the price change temporary or permanent D what will happen to the company’s
    175. 175. Answer In nonhomogeneous product markets, a firm has more latitude. It needs to consider the following issues except: A if the firm can search for ways to enhance its augmented product? B why did the competitor change the price? C does the competitor plan to make the price change temporary or permanent D what will happen to the company’s
    176. 176. Analysis In markets characterized by high product homogeneity, the firm can search for ways to enhance its augmented product
    177. 177. Question 10 Which of the following is a pricing objective A survival B maximum current profit C Maximum market share D maximum market skimming and product-quality leadship E all of above
    178. 178. Answer Which of the following is a pricing objective A survival B maximum current profit C Maximum market share D maximum market skimming and product-quality leadship E all of above
    179. 179. FINAL Whatever the specific objective, businesses that use price as a strategic tool will profit more than those simply let costs or the market determine their pricing
    180. 180. Top 10 Concepts Managing Retailing, Wholesaling, & Logistics CH 16 Roger C. Mabag December 15, 2011 http://upwarddodger.blogspot.com/
    181. 181. 1. This includes all the activities in selling goods or services directly to final consumers for personal, non business use. a) Retailing b) Retailer c) Retail Store d) Marketing http://upwarddodger.blogspot.com/
    182. 182. Retailing is…  Retailing includes all the activities in selling goods or services directly to final consumers for personal, non business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. http://upwarddodger.blogspot.com/
    183. 183. Any organization selling to final consumers- whether it is a manufacturer, wholesaler, or retailer-is doing retailing. It doesn't matter how the goods or services are sold (in person, by mail, telephone, vending machine, or on the Internet) or where (in a store, on the street, or in the consumer's home). http://upwarddodger.blogspot.com/
    184. 184. 1. This includes all the activities in selling goods or services directly to final consumers for personal, non business use. a) Retailing b) Retailer c) Retail Store d) Marketing http://upwarddodger.blogspot.com/
    185. 185. 2. Which among retailing four level of service where retailers carry more shopping goods and services such as credit and merchandise-return privileges? a) Full –service b) Limited service c) Self- service d) Self- selection http://upwarddodger.blogspot.com/
    186. 186. 4 Levels of Service 1. Self-service 2. Self-selection 3. Limited service 4. Full service http://upwarddodger.blogspot.com/
    187. 187. Limited service-These retailers carry more shopping goods and services such as credit and merchandise-return privileges. Customers need more information and assistance. 4 Levels of Service http://upwarddodger.blogspot.com/
    188. 188. 2. Which among retailing four level of service where retailers carry more shopping goods and services such as credit and merchandise-return privileges? a) Full –service b) Limited service c) Self- service d) Self- selection http://upwarddodger.blogspot.com/
    189. 189. 3. Which among retailing four positioning strategies that feature a narrow product assortment and high value added cultivate an exclusive image and operate on high margin and low volume? a) Bloomingdale‘ b) Tiffany c) Sunglass Hut d) Wal-Mart http://upwarddodger.blogspot.com/ 4 Positioning Strategies
    190. 190. http://upwarddodger.blogspot.com/
    191. 191. Four positioning strategies Bloomingdale's-Stores that feature a broad product assortment and high value added pay close attention to store design, product quality, service, and image. Their profit margin is high, and if they have high enough volume, they will be very profitable. Tiffany-Stores that feature a narrow product assortment and high value added cultivate an exclusive image and operate on high margin and low volume. http://upwarddodger.blogspot.com/
    192. 192. Sunglass Hut-Stores that feature a narrow line and low value added keep costs and prices low by centralizing buying, merchandising, advertising, and distribution. Wal-Mart-Stores that feature a broad line and low value added focus on keeping prices low and have the image of a place for good buys. High volume makes up for low margin.
    193. 193. 3. Which among retailing four positioning strategies that feature a narrow product assortment and high value added cultivate an exclusive image and operate on high margin and low volume? a) Bloomingdale‘ b) Tiffany c) Sunglass Hut d) Wal-Mart http://upwarddodger.blogspot.com/
    194. 194. 4. A type of retail organization where Independent retailers who set up a central buying organization and conduct joint promotion efforts. a) Corporate Chain Store b) Voluntary Chain c) Retailer Cooperative d) Consumer Cooperative http://upwarddodger.blogspot.com/
    195. 195. http://upwarddodger.blogspot.com/
    196. 196. 4. A type of retail organization where Independent retailers who set up a central buying organization and conduct joint promotion efforts. a) Corporate Chain Store b) Voluntary Chain c) Retailer Cooperative d) Consumer Cooperative http://upwarddodger.blogspot.com/
    197. 197. 5. This includes all the activities in selling goods or services to those who buy for resale or business use. a) Retailing b) Wholesaling c) Selling d) Marketing http://upwarddodger.blogspot.com/
    198. 198. Wholesaling is… Wholesaling includes all the activities in selling goods or services to those who buy for resale or business use. It excludes manufacturers and farmers because they are engaged primarily in production, and it excludes retailers. Wholesaling http://upwarddodger.blogspot.com/
    199. 199. 5. This includes all the activities in selling goods or services to those who buy for resale or business use. a) Retailing b) Wholesaling c) Selling d) Marketing http://upwarddodger.blogspot.com/
    200. 200. 6. Which wholesaling function where they finance customers by granting credit, and finance suppliers by ordering early and paying bills on time? a) Warehousing b) Transportation c) Financing d) Risk bearing http://upwarddodger.blogspot.com/
    201. 201. Wholesalers’ functions Selling and promoting Buying and assortment building Bulk breaking Warehousing Transportation Financing Risk bearing Market information Management services and counseling http://upwarddodger.blogspot.com/
    202. 202. Financing. Wholesalers finance customers by granting credit, and finance suppliers by ordering early and paying bills on time. http://upwarddodger.blogspot.com/
    203. 203. 6. Which wholesaling function where they finance customers by granting credit, and finance suppliers by ordering early and paying bills on time? a) Warehousing b) Transportation c) Financing d) Risk bearing http://upwarddodger.blogspot.com/
    204. 204. 7. This includes planning the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use, to meet customer requirements at a profit. a)Wholesaling b)Warehousing c)Logistics d)Marketing http://upwarddodger.blogspot.com/
    205. 205. Market logistics planning has four steps: Deciding on the company’s value proposition to its customers Deciding on the best channel design and network strategy for reaching the customers Developing operational excellence in sales forecasting, warehouse management, transportation management, and materials management Implementing the solution with the best information systems, equipment, policies, and procedures http://upwarddodger.blogspot.com/
    206. 206. Market logistics includes planning the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use, to meet customer requirements at a profit. http://upwarddodger.blogspot.com/
    207. 207. 7. This includes planning the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use, to meet customer requirements at a profit. a)Wholesaling b)Warehousing c)Logistics d)Marketing http://upwarddodger.blogspot.com/ Logistics
    208. 208. 8. A company’s goal is said to be "getting the right goods to the right places at the right time for the least cost" is called? a) Market-logistics Objectives b) Market-logistics Decisions c) Market Decisions d) Market Objectives http://upwarddodger.blogspot.com/
    209. 209. Market-logistics Objectives Many companies state their market-logistics objective as "getting the right goods to the right places at the right time for the least cost." Unfortunately, this objective provides little practical guidance. No system can simultaneously maximize customer service and minimize distribution cost. Maximum customer service implies large inventories, premium transportation, and multiple warehouses, all of which raise market-logistics costs. Nor can a company achieve market-logistics efficiency by asking each market-logistics manager to minimize his or her own logistics costs. Market-logistics costs interact and are often negatively related. http://upwarddodger.blogspot.com/
    210. 210. For example: The traffic manager favors rail shipment over air shipment because rail costs less. However, because the railroads are slower, rail shipment ties up working capital longer, delays customer payment, and might cause customers to buy from competitors who offer faster service. The shipping department uses cheap containers to minimize shipping costs. Cheaper containers lead to a higher rate of damaged goods and customer ill will. The inventory manager favors low inventories. This increases stockouts, back orders, paperwork, special production runs, and high-cost, fast-freight shipments. http://upwarddodger.blogspot.com/
    211. 211. 8. A company’s goal is said to be "getting the right goods to the right places at the right time for the least cost" is called? a) Market-logistics Objectives b) Market-logistics Decisions c) Market Decisions d) Market Objectives http://upwarddodger.blogspot.com/
    212. 212. 9. Which among four major decisions about its market logistics that represent a major cost or tells how much stock should we hold? a) Order processing b) Warehousing c) Inventory d) Transportation http://upwarddodger.blogspot.com/
    213. 213. Inventory Inventory levels represent a major cost. Salespeople would like their companies to carry enough stock to fill all customer orders immediately. However, this is not cost effective. Invent01Y cost increases at an accelerating rate as the customer-service level approaches 100%. Management needs to know how much sales and profits would increase as a result of carrying larger inventories and promising faster order fulfillment times, and then make a decision. http://upwarddodger.blogspot.com/
    214. 214. Inventory Inventory cost increases at an accelerating rate as the customer service level approaches 100% Order (reorder) point Order-processing costs Inventory-carrying costs http://upwarddodger.blogspot.com/
    215. 215. 9. Which among four major decisions about its market logistics that represent a major cost or tells how much stock should we hold? a) Order processing b) Warehousing c) Inventory d) Transportation http://upwarddodger.blogspot.com/
    216. 216. 10. Which among Organizational Lessons in Market Logistics is true? a) Companies should appoint any person in logistics to be the single point of contact for all logistical elements b) The senior vice president of logistics should NOT hold periodic meetings with sales and operations people to review inventory, etc. c) New software and systems is the key to achieving competitively superior logistics performance in the future. d) None of the above. http://upwarddodger.blogspot.com/
    217. 217. Organizational Lessons Market-logistics strategies must be derived from business strategies, rather than solely from cost considerations. The logistics system must be information intensive and establish electronic links among all the significant parties. Finally, the company should set its logistics goals to match or exceed competitors' service standards and should involve members of all relevant teams in the planning process. Getting logistics right can have a big payoff. http://upwarddodger.blogspot.com/
    218. 218. 10. Which among Organizational Lessons in Market Logistics is true? a) Companies should appoint any person in logistics to be the single point of contact for all logistical elements b) The senior vice president of logistics should NOT hold periodic meetings with sales and operations people to review inventory, etc. c) New software and systems is the key to achieving competitively superior logistics performance in the future. d) None of the above. http://upwarddodger.blogspot.com/
    219. 219. Managing Retailing, Wholesaling, & Logistics CH 16 Roger C. Mabag December 15, 2011 http://upwarddodger.blogspot.com/
    220. 220. TOP 10 Learning Questions for Designing and Managing Integrated Marketing Communication CHAPTER 17 KATHLEEN ANNE MAMARADLO December 15, 2011 http://kathleenmamaradlo.blogspot.com
    221. 221. 1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)? A. Price B. Place C. Promotion D. Product 221 http://kathleenmamaradlo.blogspot.com
    222. 222. Marketing Communications Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. 222 http://kathleenmamaradlo.blogspot.com
    223. 223. Marketing Communications Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. 223 http://kathleenmamaradlo.blogspot.com PROMOTION refers to the ways by which information regarding the product will be communicated to the consumers
    224. 224. 1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)? A. Price B. Place C. Promotion D. Product 224 http://kathleenmamaradlo.blogspot.com
    225. 225. 2. The following are examples of the Marketing Communications mix except: A. Events and experiences B. Public relations and publicity C. Word of mouth D. Sampling E. Personal Selling 225 http://kathleenmamaradlo.blogspot.com
    226. 226. Marketing Communications Mix 226 http://kathleenmamaradlo.blogspot.com  Advertising  Sales promotion  Events and experiences  Public relations and publicity  Direct marketing  Interactive marketing  Word-of-mouth marketing  Personal selling
    227. 227. Marketing Communications Mix 227 http://kathleenmamaradlo.blogspot.com  Advertising  Sales promotion  Events and experiences  Public relations and publicity  Direct marketing  Interactive marketing  Word-of-mouth marketing  Personal selling Sampling is a method used in market research wherein data is Collected from the target market to gain their insights regarding your product.
    228. 228. 2. The following are examples of the Marketing Communications mix except: A. Events and experiences B. Public relations and publicity C. Word of mouth D. Sampling E. Personal Selling 228 http://kathleenmamaradlo.blogspot.com
    229. 229. 3. IMC’s ultimate goal is to build brand equity which is composed of the following except: A. Brand awareness B. Brand barriers C. Brand image D. Brand responses E. Brand relationships 229 http://kathleenmamaradlo.blogspot.com
    230. 230. IMC builds brands 230 http://kathleenmamaradlo.blogspot.com
    231. 231. IMC builds brands 231 http://kathleenmamaradlo.blogspot.com Brand Barriers refer to the obstacles encountered by a brand in entering the market
    232. 232. 3. IMC’s ultimate goal is to build brand equity which is composed of the following except: A. Brand awareness B. Brand barriers C. Brand image D. Brand responses E. Brand relationships 232 http://kathleenmamaradlo.blogspot.com
    233. 233. 4. To ensure understanding between the sender and receiver, the best message ___________ A. is composed of words/representations that are understandable to both the sender and the receiver B. is constructed in an impressive way to easily get the message across. C. goes through a media with the widest coverage. D. is one wherein the sender can automatically assume how the receiver will decode it E. Merely takes note of the ‘noise’ which can affect how the message will be interpreted. 233 http://kathleenmamaradlo.blogspot.com
    234. 234. Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
    235. 235. Elements of the Communication Process Considering the noise, and the fact that how one receiver decodes a message is may be different from another, it can be said that the best message is composed of words/representations that are understandable to both parties. http://kathleenmamaradlo.blogspot.com
    236. 236. 4. To ensure understanding between the sender and receiver, the best message ___________ A. is composed of words/representations that are understandable to both the sender and the receiver B. is constructed in an impressive way to easily get the message across. C. goes through a media with the widest coverage. D. is one wherein the sender can automatically assume how the receiver will decode it E. Merely takes note of the ‘noise’ which can affect how the message will be interpreted. 236 http://kathleenmamaradlo.blogspot.com
    237. 237. 5. Considering the communication process, what should the receiver first take note of in preparing his message? A. Product B. Medium C. Competitors D. Possible ‘noise’ E. Target audience http://kathleenmamaradlo.blogspot.com
    238. 238. Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
    239. 239. Elements of the Communication Process It’s important to begin with a clear target audience as this will be the basis of the content of the message, how it will be delivered as well as when and where it should be said. http://kathleenmamaradlo.blogspot.com
    240. 240. 5. Considering the communication process, what should the receiver first take note of in preparing his message? A. Product B. Medium C. Competitors D. Possible ‘noise’ E. Target audience http://kathleenmamaradlo.blogspot.com
    241. 241. 6. What transpires during the behaviour stage of the Hierarchy of Effects Model? A. Purchase B. Preference C. Interest D. Evaluation E. Knowledge http://kathleenmamaradlo.blogspot.com
    242. 242. Response Hierarchy Models http://kathleenmamaradlo.blogspot.com
    243. 243. Response Hierarchy Models http://kathleenmamaradlo.blogspot.com
    244. 244. 6. What transpires during the behaviour stage of the Hierarchy of Effects Model? A. Purchase B. Preference C. Interest D. Evaluation E. Knowledge http://kathleenmamaradlo.blogspot.com
    245. 245. 7. Below are the different considerations in designing the Communications except: A. Global adaptation B. Persuasion strategy C. Message source D. Creative strategy E. Message strategy http://kathleenmamaradlo.blogspot.com
    246. 246. Designing the Communications  Message strategy  Creative strategy  Message source  Global adaptation http://kathleenmamaradlo.blogspot.com
    247. 247. Designing the Communications  Message strategy  Creative strategy  Message source  Global adaptation Persuasion strategy is not part of the strategies in designing Communications because the ultimate goal is not merely to persuade. Rather, the objective is also to inform and remind them of the product. http://kathleenmamaradlo.blogspot.com
    248. 248. 7. Below are the different considerations in designing the Communications except: A. Global adaptation B. Persuasion strategy C. Message source D. Creative strategy E. Message strategy http://kathleenmamaradlo.blogspot.com
    249. 249. 8. For a personal and credible approach, which of the marketing communications below should one use? A. Direct Marketing B. Public Relations and Publicity C. Events and Experiences D. Word-of-mouth E. Advertising http://kathleenmamaradlo.blogspot.com
    250. 250. Word-of-Mouth Word-of-Mouth Marketing • Credible • Personal • Timely http://kathleenmamaradlo.blogspot.com
    251. 251. Word-of-Mouth Word-of-Mouth Marketing • Credible • Personal • Timely Word-of-mouth is considered to be a very personal approach as compared to the other components of the marketing mix because it stresses how great personal influence can be. http://kathleenmamaradlo.blogspot.com
    252. 252. 8. For a personal and credible approach, which of the marketing communications below should one use? A. Direct Marketing B. Public Relations and Publicity C. Events and Experiences D. Word-of-mouth E. Advertising http://kathleenmamaradlo.blogspot.com
    253. 253. 9. For a pervasive and impersonal approach, which of the marketing mix must be used? A. Personal Selling B. Word-of-Mouth C. Advertising D. Public Relations E. Direct Selling http://kathleenmamaradlo.blogspot.com
    254. 254. 9. For a pervasive and impersonal approach, which of the marketing mix must be used? A. Personal Selling B. Word-of-Mouth C. Advertising D. Public Relations E. Direct Selling http://kathleenmamaradlo.blogspot.com
    255. 255. Advertising http://kathleenmamaradlo.blogspot.com Advertising Pervasiveness Amplified expressiveness Impersonality
    256. 256. Advertising http://kathleenmamaradlo.blogspot.com Advertising Pervasiveness Amplified expressiveness Impersonality Advertising is considered to be an impersonal approach as it can reach masses of geographically dispersed buyers at a low cost per Exposure. Due to its public nature, it is more often viewed as more legitimate
    257. 257. 9. For a pervasive and impersonal approach, which of the marketing mix must be used? A. Personal Selling B. Word-of-Mouth C. Advertising D. Public Relations E. Direct Selling http://kathleenmamaradlo.blogspot.com
    258. 258. 10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which of the following should be used? A. Sales Promotion B. Word-of-Mouth C. Advertising D. Public Relations E. Direct Selling http://kathleenmamaradlo.blogspot.com
    259. 259. Advertising http://kathleenmamaradlo.blogspot.com Sales Promotion Communication Incentive Invitation
    260. 260. Sales Promotion http://kathleenmamaradlo.blogspot.com Sales Promotion Communication Incentive Invitation Sales Promotion include different tools such as coupons, contests and Premiums to get the customer’s attention and attract him to purchase.
    261. 261. 10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which of the following should be used? A. Sales Promotion B. Word-of-Mouth C. Advertising D. Public Relations E. Direct Selling http://kathleenmamaradlo.blogspot.com
    262. 262. TOP 10 Learning Questions for Designing and Managing Integrated Marketing Communication CHAPTER 17 KATHLEEN ANNE MAMARADLO December 15, 2011 http://kathleenmamaradlo.blogspot.com
    263. 263. TOP 10 Learning Concepts Ch 18 Managing Mass Communications Ching D. Marcial December 22, 2011 www.chingmarcial.blogspot.com
    264. 264. ______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects. A. Evaluation B. Measurement C. Advertisement Evaluation D. Strategic Measurement 264 www.chingmarcial.blogspot.com Question 1
    265. 265. 265 www.chingmarcial.blogspot.com Concept MISSION MONEY MEDIA MEASUREMENT The 5M’s of Advertising MESSAGE
    266. 266. 266 www.chingmarcial.blogspot.com Concept Explanation MISSION MONEY MEDIA MEASUREMENT The 5M’s of Advertising MESSAGE
    267. 267. ______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects. A. Evaluation B. Measurement C. Advertisement Evaluation D. Strategic Measurement 267 www.chingmarcial.blogspot.com Answer 1
    268. 268. ________________ is/are one of the four (4) mass communication tools to improve brand or company image, which consist of diverse collection of incentive tools, mostly short term, designed to stimulate faster and bigger purchase of products or services. A. Public Relations (PR) B. Sales Promotion C. Events and Experiences D. Advertising E. Sales Promotion and Advertising F. All of the above 268 www.chingmarcial.blogspot.com Question 2
    269. 269. 269 www.chingmarcial.blogspot.com Concept Sales Promotion Public Relation Events & Experiences Advertising The Four (4) Mass Communication Tools
    270. 270. 270 www.chingmarcial.blogspot.com Concept Explanation Sales Promotion Public Relation Events & Experiences Advertising The Four (4) Mass Communication Tools
    271. 271. ________________ is/are one of the four (4) mass communication tools to improve brand or company image, which consist of diverse collection of incentive tools, mostly short term, designed to stimulate faster and bigger purchase of products or services. A. Public Relations (PR) B. Sales Promotion C. Events and Experiences D. Advertising E. Sales Promotion and Advertising F. All of the above 271 www.chingmarcial.blogspot.com Answer 2
    272. 272. In building strong brand equity, advertisers would always seek “BIG ideas” EXCEPT; A. Establish connection with consumer emotionally and rationally B. Sharply distinguish the brand from its competitors C. Broad and flexible enough to translate to different media, markets and time periods D. Establish brand loyalty and exclusivity 272 www.chingmarcial.blogspot.com Question 3
    273. 273. 273 www.chingmarcial.blogspot.com Concept The “BIG Idea” in Advertising A compelling idea that will bring the advertising message strategy to life
    274. 274. 274 www.chingmarcial.blogspot.com Concept Explanation The “BIG Idea” in Advertising  connects with consumers rationally and emotionally sharply distinguishes the brand from competitors is broad and flexible enough to translate to different media, markets and time periods.
    275. 275. In building strong brand equity, advertisers would always seek “BIG ideas” EXCEPT; A. Establish connection with consumer emotionally and rationally B. Sharply distinguish the brand from its competitors C. Broad and flexible enough to translate to different media, markets and time periods D. Establish brand loyalty and exclusivity 275 www.chingmarcial.blogspot.com Answer 3
    276. 276. Product placement is an example of alternative advertising options which aims for the following , EXCEPT A. Reach a precise and captive audience in a cost effective manner B. Provide simple and direct message C. Enhance brand image and brand awareness D. Assure consumers of tangible consumer benefits 276 www.chingmarcial.blogspot.com Question 4
    277. 277. 277 www.chingmarcial.blogspot.com Concept Alternative Advertising Options  can often reach a very precise and captive audience in a cost-effective manner  The message must be simple direct and effective
    278. 278. 278 www.chingmarcial.blogspot.com Concept Explanation Alternative Advertising Options Place Advertising Product Placement Point of Purchase
    279. 279. Product placement is an example of alternative advertising options which aims for the following , EXCEPT A. Reach a precise and captive audience in a cost effective manner B. Provide simple and direct message C. Enhance brand image and brand awareness D. Assure consumers of tangible consumer benefits 279 www.chingmarcial.blogspot.com Answer 4
    280. 280. Which of the following statement/s is TRUE about Experiential Marketing; A. Connects a products or service with interesting experience to the customers B. Provides commendable services to consumers C. Considers customer feedback in marketing products and services D. Emphasis on product innovation and product value in promotions E. Both A & C F. All of the above 280 www.chingmarcial.blogspot.com Question 5
    281. 281. 281 www.chingmarcial.blogspot.com Concept Experiential Marketing The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels
    282. 282. 282 www.chingmarcial.blogspot.com Concept Explanation Customer LogicEmotions Comfort & Pleasure Goal of Experiential Marketing Senses
    283. 283. Which of the following statement/s is TRUE about Experiential Marketing; A. Connects a products or service with interesting experience to the customers B. Provides commendable services to consumers C. Considers customer feedback in marketing products and services D. Emphasis on product innovation and product value in promotions E. Both a & c F. All of the above 283 www.chingmarcial.blogspot.com Answer 5
    284. 284. Which of the following statements about Sales Promotion is/are TRUE   A. The value of sales promotion is realized through profit B. Its outcome will benefit the marketer, manufacturer, consumer and retailer C. Sales promotion as a tool to create brand awareness will build brand equity D. Sales promotion is a way to communicate product quality to consumer 284 www.chingmarcial.blogspot.com Question 6
    285. 285. 285 www.chingmarcial.blogspot.com Concept Sales Promotion includes tools for consumer promotion, trade promotion, business and sales-force promotions Effects are usually short term Not effective in long term preference
    286. 286. 286 www.chingmarcial.blogspot.com Concept Explanation Characteristics of Sales Promotion They gain attention and usually provide information that may lead the customer to the product They incorporate some concession, inducement, or contribution that gives value to the consumer  They include a distinct invitation to engage in the transaction now It benefits not only marketers, but also manufacturers, consumers and retailers
    287. 287. Which of the following statements about Sales Promotion is/are TRUE   A. The value of sales promotion is realized through profit B. Its outcome will benefit the marketer, manufacturer, consumer and retailer C. Sales promotion as a tool to create brand awareness will build brand equity D. Sales promotion is a way to communicate product quality to consumer 287 www.chingmarcial.blogspot.com Answer 6
    288. 288.  The DO it- yourself steak concept of Pepper Lunch is an example of; A. Experiential Marketing B. Advertising C. Promotions D. Product Placement   288 www.chingmarcial.blogspot.com Question 7
    289. 289. 289 www.chingmarcial.blogspot.com Concept Experiential Marketing As a UNIQUE approach to the task of marketing goods and services through UNIQUE experience
    290. 290. 290 www.chingmarcial.blogspot.com Concept Explanation Customer LogicEmotions Comfort & Pleasure Experiential Marketing Senses
    291. 291.  The DO it- Yourself steak concept of Pepper Lunch is an example of; A. Experiential Marketing B. Advertising C. Promotions D. Product Placement   291 www.chingmarcial.blogspot.com Answer 7
    292. 292. In developing an advertising program, which part of the 5M’s does the “Smells Good, Taste Even Better” of Gardenia belong?   A. Marketing Tag Line B. Message C. Mission D. Marketing Communication   292 www.chingmarcial.blogspot.com Question 8
    293. 293. 293 www.chingmarcial.blogspot.com Concept Advertising Message One of the 5M’s in developing an advertising program which aims to communicate the product offering to its target consumers
    294. 294. 294 www.chingmarcial.blogspot.com Concept Explanation Message Components The Appeal Value Proposition Slogan
    295. 295. In developing an advertising program, which part of the 5M’s does the “Smells Good, Taste Even Better” of Gardenia belong?   A. Marketing Tag Line B. Message C. Mission D. Marketing Communication   295 www.chingmarcial.blogspot.com Answer 8
    296. 296. Jollibee and Chowking Products featured in the movie “ALL My Life” with stars Aga Mulach is an example of?     A. Product Promotions B. Product Placement C. Advertisement D. Promotional Alternatives 296 www.chingmarcial.blogspot.com Question 9
    297. 297. 297 www.chingmarcial.blogspot.com Concept Product Placement A non traditional advertising technique done by advertisers to subtly promote their products through a non-traditional advertising technique, usually through appearances in films, television, or other media
    298. 298. Jollibee and Chowking Products featured in the movie “ALL My Life” with stars Aga Mulach is an example of?     A. Product Promotions B. Product Placement C. Advertisement D. Promotional Alternatives 298 www.chingmarcial.blogspot.com Answer 9
    299. 299. Lucky Me noodles’ “FaMealy Day” campaign is an example of?     A. Marketing Public Relations B. Corporate Social Responsibility Efforts C. Social Campaign Adds D. Public Relations Management E. Both A & C F. All of the above 299 www.chingmarcial.blogspot.com Question 10
    300. 300. 300 www.chingmarcial.blogspot.com Concept Public Relations Consists of variety of programs designed to improve maintain or protect the image of the organization or its offering
    301. 301. 301 www.chingmarcial.blogspot.com Concept Explanation Public Relations Builds CREDIBILITY Create AWARENESS Lower COST
    302. 302. Lucky Me noodles’ “FaMealy Day” campaign is an example of?    A. Marketing Public Relations B. Corporate Social Responsibility Efforts C. Social Campaign Adds D. Public Relations Management E. Both A & C F All of the above 302 www.chingmarcial.blogspot.com Answer 10
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