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Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
Improved Questions for Kotler's 22 Chapters
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Improved Questions for Kotler's 22 Chapters

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  • 1. TOP Learning Questions for Kotler’s 22 Chapters Anna Katrina L. Guray April 29, 2011 http://annaguray06.blogspot.com
  • 2. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan / Anna Guray April 2011
  • 3. 5. The following are examples of communication channels except: <ul><li>Clear’s Black Valentines Event </li></ul><ul><li>McDonald’s “BF/GF” TV ad </li></ul><ul><li>Sun Life door-to-door agents </li></ul><ul><li>P.Noy’s campaign posters </li></ul><ul><li>None of the above </li></ul>
  • 4. 5. What are the different kinds of Marketing Channels? <ul><li>Communication </li></ul><ul><li>Distribution </li></ul><ul><li>Service </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>
  • 5. Marketers may use different kinds of Marketing Channels Communication Channels radio tv print billboards events Examples:
  • 6. Distribution Channels wholesalers retailers door to door agents Examples: Marketers may use different kinds of Marketing Channels
  • 7. Service Channels Example: banks warehouses Marketers may use different kinds of Marketing Channels
  • 8. 5. What are the different kinds of Marketing Channels? <ul><li>Communication </li></ul><ul><li>Distribution </li></ul><ul><li>Service </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>
  • 9. TOP 10 Learning Questions for (Chapter 2 Developing Marketing Strategies and Plans) Sue Ann Silubrico / Anna Guray April 15, 2011 http://suesilubrico.blogspot.com/
  • 10. 2. _______,_______ and _____ are Porter’s 3 Generic Strategies. <ul><li>A. Promot ion al, Logistics and Pricing </li></ul><ul><li>B. Planning, Implementing and Controlling </li></ul><ul><li>C. Overall cost leadership, Differentiation </li></ul><ul><li>and Focus </li></ul><ul><li>D. Customer intimacy, Operational Excellence </li></ul><ul><li>and Product leadership </li></ul><ul><li>E. None of the above </li></ul>12 http://suesilubrico.blogspot.com/ Answer
  • 11. 2. Overall Cost Leadership, Differentiation, and Focus are Porter’s: <ul><li>A. Generic Strategies </li></ul><ul><li>B. Leadership Strategies </li></ul><ul><li>C. Marketing and Sales Strategies </li></ul><ul><li>D. Goals and Objectives </li></ul><ul><li>E. None of the above </li></ul>12 http://suesilubrico.blogspot.com/
  • 12. Porter’s Generic Strategies 8 Overall cost Leadership Differentiation Focus http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition
  • 13. What is Overall Cost Leadership? <ul><li>Company seeks to gain greater market share </li></ul><ul><li>To increase their sales </li></ul><ul><li>To have lower prices than the competition </li></ul>9 http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept
  • 14. What is Differentiation? <ul><li>Product or service that offers unique attributes. </li></ul><ul><li>Valued by customers </li></ul><ul><li>Competitive advantage based on products or service. </li></ul>10 http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept
  • 15. What is Focus? <ul><li>Concentrates on meeting specialized needs of its customers </li></ul><ul><li>Focus on specific customers or markets </li></ul>11 http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept
  • 16. 2. Overall Cost Leadership, Differentiation, and Focus are Porter’s: <ul><li>A. Generic Strategies </li></ul><ul><li>B. Leadership Strategies </li></ul><ul><li>C. Marketing and Sales Strategies </li></ul><ul><li>D. Goals and Objectives </li></ul><ul><li>E. None of the above </li></ul>12 http://suesilubrico.blogspot.com/
  • 17. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Anna Guray April 15, 2011 www.stevenandrada.blogspot.com 1/73
  • 18. 5. What kind of business orientation that puts the customer at the heart of the business? <ul><li>Product orientation </li></ul><ul><li>Geographical orientation </li></ul><ul><li>Market orientation </li></ul><ul><li>Competence orientation </li></ul><ul><li>None of the above </li></ul>34/73 www.stevenandrada.blogspot.com
  • 19. 5. What are the 2 types of Business Orientation? <ul><li>Product & Geographical </li></ul><ul><li>Market & Geographical </li></ul><ul><li>Product & Competence </li></ul><ul><li>Market & Competence </li></ul><ul><li>None of the above </li></ul>34/73 www.stevenandrada.blogspot.com
  • 20. Types of Business Orientation <ul><ul><li>Product Orientation - The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will like it also. </li></ul></ul><ul><ul><li>Market Orientation - Puts the customer at the heart of the business. </li></ul></ul>32/73 www.stevenandrada.blogspot.com
  • 21. Examples 33/73 www.stevenandrada.blogspot.com Question 5: Company Product Market Cebu Pacific Air We run an Airline company It’s time everyone to flies PLDT We run a Telecommunication company We’re changing lives
  • 22. 5. What are the 2 types of Business Orientation? <ul><li>Product & Geographical </li></ul><ul><li>Market & Geographical </li></ul><ul><li>Product & Competence </li></ul><ul><li>Market & Competence </li></ul><ul><li>None of the above </li></ul>34/73 www.stevenandrada.blogspot.com
  • 23. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Anna Guray April 2011 http://kavellana.blogspot.com
  • 24. 1. Marketing Information System (MIS) consists of the following except: http://kavellana.blogspot.com <ul><li>People </li></ul><ul><li>Equipment </li></ul><ul><li>Information </li></ul><ul><li>Procedures </li></ul><ul><li>All of the above </li></ul>
  • 25. 1. Marketing Information System (MIS) consists of the following: http://kavellana.blogspot.com <ul><li>People, Equipment & Procedures </li></ul><ul><li>People, Facilities & Standards </li></ul><ul><li>People, Information & Standards </li></ul><ul><li>People, Procedures & Standards </li></ul><ul><li>None of the above </li></ul>
  • 26. Marketing Information System (MIS) http://kavellana.blogspot.com <ul><li>Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers. </li></ul>
  • 27. 1. Marketing Information System (MIS) consists of the following: http://kavellana.blogspot.com <ul><li>People, Equipment & Procedures </li></ul><ul><li>People, Facilities & Standards </li></ul><ul><li>People, Information & Standards </li></ul><ul><li>People, Procedures & Standards </li></ul><ul><li>None of the above </li></ul>
  • 28. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Anna Guray 15th April ’2011
  • 29. #9: “ What does the Rolex name mean to you?” is an example of ___ <ul><li>A. Brand personification </li></ul><ul><li>B. Laddering </li></ul><ul><li>C. Word association </li></ul><ul><li>D. Visualization </li></ul><ul><li>E. Projective Techniques </li></ul>
  • 30. #9: A qualitative measure that ask subjects what words come to mind when they customer hears the brand’s name? <ul><li>A. Word Techniques </li></ul><ul><li>B. Word Association </li></ul><ul><li>C. Word Modification </li></ul><ul><li>D. Projective Techniques </li></ul><ul><li>E. Laddering </li></ul>
  • 31. Concept: What are the qualitative measures to understand consumer’s mind? <ul><li>Word Association </li></ul><ul><li>Projective Techniques </li></ul><ul><li>Laddering </li></ul><ul><li>Visualization </li></ul><ul><li>Brand Personification </li></ul>
  • 32. Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
  • 33. #9: A qualitative measure that ask subjects what words come to mind when they customer hears the brand’s name? <ul><li>A. Word Techniques </li></ul><ul><li>B. Word Association </li></ul><ul><li>C. Word Modification </li></ul><ul><li>D. Projective Techniques </li></ul><ul><li>E. Laddering </li></ul>
  • 34. TOP 10 Learning Questions for Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Anna Guray 15 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 35. 10. Customer profit rate increase due to increased purchases, referrals, and price premiums and _____________. <ul><li>In-active Customers </li></ul><ul><li>Reduced Operating Costs </li></ul><ul><li>Disqualified Prospects </li></ul><ul><li>Only A and C </li></ul><ul><li>None of the Above </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 36. 10. Acquired new customers cost five times more than _______and _______ current customers. <ul><li>Satisfying and Retaining </li></ul><ul><li>Satisfying and Motivating </li></ul><ul><li>Retaining and Attracting </li></ul><ul><li>Retaining and Inspiring </li></ul><ul><li>None of the Above </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 37. Concept 10: Customer Dev’t. Process and Retention <ul><li>Acquired new customers cost five times more than satisfying and retaining current customers. </li></ul><ul><li>Average company loses 10% of its customer each year. </li></ul><ul><li>5% reduction in customer defect rate can increase profits by up to 85% </li></ul><ul><li>Customer profit rate increase due to increased purchases, referrals, and price premiums and reducedd operating costs. </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 38. 10. Acquired new customers cost five times more than _______and _______ current customers. <ul><li>Satisfying and Retaining </li></ul><ul><li>Satisfying and Motivating </li></ul><ul><li>Retaining and Attracting </li></ul><ul><li>Retaining and Inspiring </li></ul><ul><li>None of the Above </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 39. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven / Anna Guray April 15, 2011 http://joansoliven.blogspot.com/
  • 40. 1. Difference between what the customer gets and what he or she gives for different possible choices. <ul><li>A. Customer Satisfaction </li></ul><ul><li>B. Good Service </li></ul><ul><li>C. Quality Product </li></ul><ul><li>D. Customer Perceived Value </li></ul><ul><li>E. Product </li></ul>http://joansoliven.blogspot.com/
  • 41. 1. Difference between what the customer gets and what he or she gives for different possible choices. <ul><li>A. Customer Perceived Satisfaction </li></ul><ul><li>B. Customer Perceived Choices </li></ul><ul><li>C. Customer Perceived Differences </li></ul><ul><li>D. Customer Perceived Value </li></ul><ul><li>E. None of the above </li></ul>http://joansoliven.blogspot.com/
  • 42. Customer Perceived Value <ul><li>Difference between what the customer gets and what he or she gives for different possible choices. </li></ul>http://joansoliven.blogspot.com/ Source: Marketing Management 13 th Edition by Philip Kotler
  • 43. Consumers are more educated and informed, they seek out superior alternatives <ul><li>Dell offering better service than HP, they outpaced HP before in terms of customer perceived value. </li></ul>Source: Marketing Management 13 th Edition by Philip Kotler
  • 44. 1. Difference between what the customer gets and what he or she gives for different possible choices. <ul><li>A. Customer Perceived Satisfaction </li></ul><ul><li>B. Customer Perceived Choices </li></ul><ul><li>C. Customer Perceived Differences </li></ul><ul><li>D. Customer Perceived Value </li></ul><ul><li>E. None of the above </li></ul>http://joansoliven.blogspot.com/
  • 45. Analyzing Consumer Markets Rustie M. Fidel / Anna Guray April 15, 2011 Top 10 Learning Questions for Chapter 06 : http://rustie27.blogspot.com/
  • 46. 5. There are 5 Brands of Personality. Sincerity, Sophistication, Excitement, Ruggedness and _____ . <ul><li>Integrity </li></ul><ul><li>Honesty </li></ul><ul><li>Hope </li></ul><ul><li>Competence </li></ul><ul><li>None of the Above </li></ul>http://rustie27.blogspot.com/
  • 47. 5. Sincerity, Sophistication, Excitement, Ruggedness and Competence are the different types of? <ul><li>Brand Loyalty </li></ul><ul><li>Brand Differentiation </li></ul><ul><li>Brand Personality </li></ul><ul><li>Brand Image </li></ul><ul><li>None of the Above </li></ul>http://rustie27.blogspot.com/
  • 48. Concept # 5 Brand Personality Sincerity Excitement Sophistication Competence Ruggedness http://rustie27.blogspot.com/
  • 49. 5. Sincerity, Sophistication, Excitement, Ruggedness and Competence are the different types of? <ul><li>Brand Loyalty </li></ul><ul><li>Brand Differentiation </li></ul><ul><li>Brand Personality </li></ul><ul><li>Brand Image </li></ul><ul><li>None of the Above </li></ul>http://rustie27.blogspot.com/
  • 50. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Anna Guray 15 April 2011
  • 51. 10. What is not an example of a psychological process? <ul><li>A. Perception </li></ul><ul><li>B. Memory </li></ul><ul><li>C. Learning </li></ul><ul><li>D. They are all psychological processes </li></ul><ul><li>E. None of the Above </li></ul>
  • 52. 10. Learning, Memory, Perception and _____ are psychological processes <ul><li>A. Motivation </li></ul><ul><li>B. Modeling </li></ul><ul><li>C. Perseverance </li></ul><ul><li>D. Awareness </li></ul><ul><li>E. None of the Above </li></ul>
  • 53. Psychological Processes Learning Memory Motivation Perception Kotler, Keller. Marketing Management, 13 th Edition. Concept 8:
  • 54. Psychological Processes Learning Memory Motivation Perception Kotler, Keller. Marketing Management, 13 th Edition. Concept 8: All of them are thinking processes
  • 55. 10. Learning, Memory, Perception and _____ are psychological processes <ul><li>A. Motivation </li></ul><ul><li>B. Modeling </li></ul><ul><li>C. Perseverance </li></ul><ul><li>D. Awareness </li></ul><ul><li>E. None of the Above </li></ul>
  • 56. / Anna Guray
  • 57.  
  • 58. Straight Rebuy, Modified Rebuy, and New Task are all examples of ________? <ul><li>Buying Periods </li></ul><ul><li>Buying Types </li></ul><ul><li>Buying Situations </li></ul><ul><li>Buying Strategies </li></ul><ul><li>None of the above </li></ul>
  • 59.  
  • 60. Straight Rebuy, Modified Rebuy, and New Task are all examples of ________? <ul><li>Buying Periods </li></ul><ul><li>Buying Types </li></ul><ul><li>Buying Situations </li></ul><ul><li>Buying Strategies </li></ul><ul><li>None of the above </li></ul>
  • 61. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets Myrtle Frantilla / Anna Guray April 14, 2011 http://myrtlefrantilla.blogspot.com /
  • 62. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / 1. All of these are included in Four Levels of Micro Marketing except A. B. C. D. E. Segment Local Areas Niche Social Class Individual
  • 63. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / 1. Segment, Local Areas, Niche, and Individual are the four level of ________? A. B. C. D. E. Macro Marketing Micro Marketing Large Scale Marketing Small Scale Marketing None of the above
  • 64. Four Levels of Micro Marketing http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / Segments Niches Local Areas Individuals
  • 65. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / 1. Segment, Local Areas, Niche, and Individual are the four level of ________? A. B. C. D. E. Macro Marketing Micro Marketing Large Scale Marketing Small Scale Marketing None of the above
  • 66. http://sheilanorturingan.blogspot.com Chapter 8 Identifying Market Segments &Targets Sheilanor C. Turingan / Anna Guray April 14, 2011 TOP 10 Learning Questions for
  • 67. 3. Effective market segmentation must have the following criteria, except: <ul><li>Measurable </li></ul><ul><li>Universal </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul>http://sheilanorturingan.blogspot.com
  • 68. 3. Effective market segmentation must be measurable, accessible, differentiable, actionable and ________? <ul><li>Universal </li></ul><ul><li>Believable </li></ul><ul><li>Marketable </li></ul><ul><li>Substantial </li></ul><ul><li>None of the above </li></ul>http://sheilanorturingan.blogspot.com
  • 69. http://sheilanorturingan.blogspot.com How to segment market effectively? <ul><li>Measurable </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul><ul><li>Actionable </li></ul>
  • 70. http://sheilanorturingan.blogspot.com 5 Criteria for effective market segmentation <ul><li>The size and characteristics of the segments must be measured. </li></ul><ul><li>The segments are large and profitable to serve. </li></ul><ul><li>The segments can be effectively reached and served. </li></ul><ul><li>The segments are distinguishable. </li></ul><ul><li>Effective programs can be formulated to attract and serve the segments. </li></ul>
  • 71. 3. Effective market segmentation must be measurable, accessible, differentiable, actionable and ________? <ul><li>Universal </li></ul><ul><li>Believable </li></ul><ul><li>Marketable </li></ul><ul><li>Substantial </li></ul><ul><li>None of the above </li></ul>http://sheilanorturingan.blogspot.com
  • 72. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan / Anna Guray April 2011 http://taeyangxinyi.blogspot.com
  • 73. 1. Which of the following is NOT a component of Brand Equity? <ul><li>Relevance </li></ul><ul><li>Energy </li></ul><ul><li>Esteem </li></ul><ul><li>Individuality </li></ul><ul><li>Knowledge </li></ul>http://taeyangxinyi.blogspot.com
  • 74. 1. A component of brand equity that measures the degree to which a brand is seen as different from others ? <ul><li>Relevance </li></ul><ul><li>Energy </li></ul><ul><li>Esteem </li></ul><ul><li>Differentiation </li></ul><ul><li>Knowledge </li></ul>http://taeyangxinyi.blogspot.com
  • 75. Brand Asset Valuators Components of Brand Equity 3 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
  • 76. Individuality is not a component of brand equity, rather it is… 4 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N Differentiation -measures the degree to which a brand is seen as different from others Example: Chuckie chocolate milk advertises CALCI-N as an ingredient versus Moo who doesn’t have said ingredient
  • 77. 1. A component of brand equity that measures the degree to which a brand is seen as different from others ? <ul><li>Relevance </li></ul><ul><li>Energy </li></ul><ul><li>Esteem </li></ul><ul><li>Differentiation </li></ul><ul><li>Knowledge </li></ul>http://taeyangxinyi.blogspot.com
  • 78. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao / Anna Guray April 2011
  • 79. 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. <ul><li>Share of mind </li></ul><ul><li>Share of heart </li></ul><ul><li>Share of market </li></ul><ul><li>Both a and c </li></ul><ul><li>Both b and c </li></ul>
  • 80. 2. Share of market, heart, and _____ are variables to consider on competitor analysis. <ul><li>Mind </li></ul><ul><li>Spirit </li></ul><ul><li>Intellect </li></ul><ul><li>Creativity </li></ul><ul><li>None of the above </li></ul>
  • 81. What to consider on competitor analysis? Share of mind Share of heart Share of market
  • 82. “ Share of heart” refers to the percentage of customers whose company’s product they want to buy “ Name the company from which you would prefer to buy!”
  • 83. 2. Share of market, heart, and _____ are variables to consider on competitor analysis. <ul><li>Mind </li></ul><ul><li>Spirit </li></ul><ul><li>Intellect </li></ul><ul><li>Creativity </li></ul><ul><li>None of the above </li></ul>
  • 84. TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor/ Anna Guray April 2011 A Downloadable Template For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria http://www.slideshare.net/ivyvillamor
  • 85. 9. ___ is a distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attribute. <ul><li>Need family </li></ul><ul><li>Product family </li></ul><ul><li>Product line </li></ul><ul><li>Product type </li></ul><ul><li>Item </li></ul><ul><li>None of the above </li></ul>http://www.slideshare.net/ivyvillamor
  • 86. 9. Cosmetics, skin creams, shampoo, conditioner, soap, etc are all examples of ___________ hierarchy. <ul><li>Need family </li></ul><ul><li>Product family </li></ul><ul><li>Product line </li></ul><ul><li>Product type </li></ul><ul><li>Item </li></ul><ul><li>None of the above </li></ul>http://www.slideshare.net/ivyvillamor
  • 87. Concept 6: Product Hierarchy Leads you to Specific Desired Product
  • 88. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family Product family Product class Product line Product type Item (Brand/Item)
  • 89. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family   Personal Care Product family Product class Product line Product type Item (Brand/Item)
  • 90. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family   Personal Care Product family   Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class Product line Product type Item (Brand/Item)
  • 91. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family   Personal Care Product family   Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class   Hair Cleaning Agent Product line Product type Item (Brand/Item)
  • 92. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family   Personal Care Product family   Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class   Hair Cleaning Agent Product line   Shampoo Product type Item (Brand/Item)
  • 93. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family   Personal Care Product family   Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class   Hair Cleaning Agent Product line   Shampoo Product type   Hair Fall Control Shampoo Item (Brand/Item)
  • 94. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family   Personal Care Product family   Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class   Hair Cleaning Agent Product line   Shampoo Product type   Hair Fall Control Shampoo Item (Brand/Item) Pantene Hair Fall Solution bottle
  • 95. 9. Cosmetics, skin creams, shampoo, conditioner, soap, etc are all examples of ___________ hierarchy. <ul><li>Need family </li></ul><ul><li>Product family </li></ul><ul><li>Product line </li></ul><ul><li>Product type </li></ul><ul><li>Item </li></ul><ul><li>None of the above </li></ul>http://www.slideshare.net/ivyvillamor
  • 96. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao / Anna Guray April 2011 rgwenceslao.blogspot.com
  • 97. 4. Which of the following is a characteristic of a service? 4 <ul><li>Adaptability </li></ul><ul><li>Flexibility </li></ul><ul><li>Perishability </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul>
  • 98. 4. Intangibility, Inseparability, Variability, and Perishability are characteristics of? 4 <ul><li>Marketing </li></ul><ul><li>Sales </li></ul><ul><li>Segmentation </li></ul><ul><li>Services </li></ul><ul><li>None of the above </li></ul>
  • 99. Characteristics of Services 6 Intangibility Inseparability Variability Perishability
  • 100. 4. Intangibility, Inseparability, Variability, and Perishability are characteristics of? 4 <ul><li>Marketing </li></ul><ul><li>Sales </li></ul><ul><li>Segmentation </li></ul><ul><li>Services </li></ul><ul><li>None of the above </li></ul>
  • 101. TOP 10 Learning Questions Ch 14: Developing Pricing Strategies and Programs Bohong Li / Anna Guray April 15 ,2011
  • 102. 10. Companies often adjust their basic price to accommodate differences in market situations. The following are differentiated pricings EXCEPT______? <ul><li>A. New-product pricing </li></ul><ul><li>B. Customer-segment pricing </li></ul><ul><li>C. Product-form pricing </li></ul><ul><li>D. Channel pricing </li></ul><ul><li>E. Location pricing </li></ul>
  • 103. 10. A type of differentiated pricing wherein different customer groups pay different prices for the same product or service? <ul><li>A. New-product pricing </li></ul><ul><li>B. Customer-segment pricing </li></ul><ul><li>C. Product-form pricing </li></ul><ul><li>D. Channel pricing </li></ul><ul><li>E. Location pricing </li></ul>
  • 104. <ul><li>Customer-segment pricing </li></ul><ul><li>Product-form pricing </li></ul><ul><li>Channel pricing </li></ul><ul><li>Location pricing </li></ul><ul><li>Time pricing </li></ul><ul><li>Yield pricing </li></ul>Concept 10: Price-Adaption Strategy 4 : Differentiated Pricing From Philip Kotler’s, Marketing Management, 13 th Edition
  • 105. Differentiated pricing Types Definition Example <ul><ul><li>Customer-segment pricing </li></ul></ul>Different customer groups pay different prices for the same product or service. Museums often charge a lower admission fee to students and senior citizens. <ul><ul><li>Product-form pricing </li></ul></ul>Different versions of the product are priced differently, but not proportionately to their costs. In America, Evian prices a 48-ounce bottle of its mineral water at $2.00. It takes the same water and packages 1.7 ounces in a moisturizer spray for $6.00. <ul><ul><li>Image pricing </li></ul></ul>Some companies price the same product at two different levels based on images differences. A perfume manufacture can put the perfume in one bottle, give it a name and image, and price it at €10 an ounce; put the same perfume in another bottle with a different name and image and price it at €30 an ounce.
  • 106. Differentiated pricing Types Definition Example <ul><ul><li>Channel pricing </li></ul></ul>Price the same product by different channels. Coca-Cola carries a different price depending on whether the consumer purchase it in a fine restaurant, a fast-food restaurant, or a vending machine. <ul><ul><li>Location pricing </li></ul></ul>The same product is priced differently at different locations even through the cost of offering it at different location is the same. A theater varies its seats prices according to audience preferences for different locations. <ul><ul><li>Time pricing </li></ul></ul>Prices are varied by seasons, day, or hour. Restaurant charge less to “early bird” customers, and some hotels charge less on weekends.
  • 107. 10. A type of differentiated pricing wherein different customer groups pay different prices for the same product or service? <ul><li>A. New-product pricing </li></ul><ul><li>B. Customer-segment pricing </li></ul><ul><li>C. Product-form pricing </li></ul><ul><li>D. Channel pricing </li></ul><ul><li>E. Location pricing </li></ul>
  • 108. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. / Anna Guray April 15,2011 http://annalimedina.blogspot.com
  • 109. 9. The following are all examples of vertical marketing systems/ practices except: <ul><li>Multichannel VMS </li></ul><ul><li>Corporate VMS </li></ul><ul><li>Administered VMS </li></ul><ul><li>Contractual VMS </li></ul>http://annalimedina.blogspot.com Answer
  • 110. 9. Multichannel, Corporate, Administered, and _____ are all examples of vertical marketing systems/ practices ? <ul><li>Regular </li></ul><ul><li>Contractual </li></ul><ul><li>Business </li></ul><ul><li>Market </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com
  • 111. <ul><li>NO CONCEPT SLIDE </li></ul>http://annalimedina.blogspot.com
  • 112. 9. Multichannel, Corporate, Administered, and _____ are all examples of vertical marketing systems/ practices ? <ul><li>Regular </li></ul><ul><li>Contractual </li></ul><ul><li>Business </li></ul><ul><li>Market </li></ul><ul><li>None of the above </li></ul>http://annalimedina.blogspot.com
  • 113. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales / Anna Guray April 14, 2011
  • 114. Which of the following is not a major type of wholesaler? <ul><li>Full Service </li></ul><ul><li>Brokers / Agents </li></ul><ul><li>Merchant </li></ul><ul><li>Limited Service </li></ul><ul><li>Specialized Service </li></ul>Question 3
  • 115. A type of wholesaler that Cater to specific type of service / merchandise ? <ul><li>Full Service </li></ul><ul><li>Brokers / Agents </li></ul><ul><li>Merchant </li></ul><ul><li>Limited Service </li></ul><ul><li>Specialized Service </li></ul>Question 3
  • 116. The Major Types of Wholesalers <ul><li>Merchant </li></ul><ul><ul><li>Independently owned; take title to the merchandise they handle </li></ul></ul><ul><ul><li>Ex: jobbers, distributors, mill supply houses </li></ul></ul><ul><li>Full Service </li></ul><ul><ul><li>Carry stock, maintain sales force, offer credit, make deliveries, provide management assistance </li></ul></ul><ul><li>Limited Service </li></ul><ul><ul><li>Cater to specific type of service / merchandise </li></ul></ul>Source: Marketing Management 13 th Ed by Philip Kotler
  • 117. The Major Types of Wholesalers (cont’d) <ul><li>Brokers / Agents </li></ul><ul><ul><li>Facilitate buying and selling on a commission of 2%-6% </li></ul></ul><ul><li>Manufacturers </li></ul><ul><ul><li>Operations conducted by own company </li></ul></ul><ul><li>Specialized wholesalers </li></ul><ul><ul><li>Ex auction companies, agricultural assemblers, </li></ul></ul>Source: Marketing Management 13 th Ed by Philip Kotler
  • 118. A type of wholesaler that Cater to specific type of service / merchandise ? <ul><li>Full Service </li></ul><ul><li>Brokers / Agents </li></ul><ul><li>Merchant </li></ul><ul><li>Limited Service </li></ul><ul><li>Specialized Service </li></ul>Question 3
  • 119. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao / Anna Guray April. 2011 http://zhaointote.blogspot.com/ TOP 10 Learning Question for
  • 120. How many models of marketing communication mix? <ul><li>A. 2 </li></ul><ul><li>B. 4 </li></ul><ul><li>C. 6 </li></ul><ul><li>D. 8 </li></ul><ul><li>E. 10 </li></ul>http://zhaointote.blogspot.com/
  • 121. _____ are programs designed to promote or protect a company's image or its individual products? <ul><li>A. Events and Experience </li></ul><ul><li>B. Sales Promotion </li></ul><ul><li>C. Public Relations and Publicity </li></ul><ul><li>D. Interactive Marketing </li></ul><ul><li>E. None of the above </li></ul>http://zhaointote.blogspot.com/
  • 122. Models of Marketing Communications Direct marketing Word of mouth Advertising Sales promotion Events and experiences PRs & Publicity Interactive Marketing Personal Selling http://zhaointote.blogspot.com/
  • 123. Marketing Communication mix (8 major models of Communication) <ul><li>Advertising </li></ul><ul><li>Any paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor. </li></ul><ul><li>Sales Promotion </li></ul><ul><li>A variety of short-term incentives to encourage trial or purchase of a product or service </li></ul><ul><li>Events and experience </li></ul><ul><li>Company-sponsored activities and programs designed to create daily or special brand-related interactions </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>A program designed to promote or protect a company's image or its individual products </li></ul>http://zhaointote.blogspot.com/
  • 124. Marketing Communication mix (8 major models of Communication) <ul><li>Direct Marketing </li></ul><ul><li>User of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects. </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Online activities and programs designed to engaged customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services </li></ul><ul><li>Word- of - Mouth Marketing </li></ul><ul><li>People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services. </li></ul><ul><li>Personal Selling </li></ul><ul><li>Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. </li></ul>http://zhaointote.blogspot.com/
  • 125. _____ are programs designed to promote or protect a company's image or its individual products? <ul><li>A. Events and Experience </li></ul><ul><li>B. Sales Promotion </li></ul><ul><li>C. Public Relations and Publicity </li></ul><ul><li>D. Interactive Marketing </li></ul><ul><li>E. None of the above </li></ul>http://zhaointote.blogspot.com/
  • 126. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Anna Guray April 14, 2011 http:// ph.linkedin.com/in/francisbensoncabehugo
  • 127. 1. Which of the 5 M’s of Advertising involves consideration of market share, consumer base and competition? <ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Media </li></ul><ul><li>Measurement </li></ul>http:// ph.linkedin.com/in/francisbensoncabehugo
  • 128. 1. The 5 M’s of Marketing includes all EXCEPT: <ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Market Share </li></ul><ul><li>Measurement </li></ul>http:// ph.linkedin.com/in/francisbensoncabehugo
  • 129. These are the 5 major decisions in developing an advertising program! http:// ph.linkedin.com/in/francisbensoncabehugo
  • 130. Money asks the question: “How much can be spent?” <ul><li>Establish advertising budget for each product </li></ul><ul><ul><ul><li>Spend the amount required : </li></ul></ul></ul><ul><li> achieve the sales goal </li></ul>http:// ph.linkedin.com/in/francisbensoncabehugo
  • 131. 1. The 5 M’s of Marketing includes all EXCEPT: <ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Market Share </li></ul><ul><li>Measurement </li></ul>http:// ph.linkedin.com/in/francisbensoncabehugo
  • 132. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong / Anna Guray April 2011
  • 133. 4. In developing an advertising campaign, legal and social issues are assessed during _________. <ul><li>Message Generation </li></ul><ul><li>Message Evaluation </li></ul><ul><li>Creative Development and Execution </li></ul><ul><li>Social Responsibility Review </li></ul><ul><li>All of the above </li></ul>
  • 134. 4. Message Generation & Evaluation, Creative Development & Execution, Social Responsibility Review are the 3 steps in developing an ________? <ul><li>Advertising Campaign </li></ul><ul><li>Advertising Strategy </li></ul><ul><li>Advertising Review </li></ul><ul><li>Advertising Guidelines </li></ul><ul><li>None of the above </li></ul>
  • 135. There are three steps in developing an advertising campaign. Reference: Philip Kotler’s Marketing Management, 13 th edition
  • 136. Legal and social norms must not be overstepped. False Claims Lies & Deception vs “Puffery” Reference: Philip Kotler’s Marketing Management, 13 th edition Social Responsibility Review
  • 137. 4. Message Generation & Evaluation, Creative Development & Execution, Social Responsibility Review are the 3 steps in developing an ________? <ul><li>Advertising Campaign </li></ul><ul><li>Advertising Strategy </li></ul><ul><li>Advertising Review </li></ul><ul><li>Advertising Guidelines </li></ul><ul><li>None of the above </li></ul>
  • 138. TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte / Anna Guray April 2011 http://carolinequarte.blogspot.com/
  • 139. <ul><li>Direct mail </li></ul><ul><li>Direct interaction </li></ul><ul><li>Direct selling </li></ul><ul><li>Direct communication </li></ul>Answer 2. Direct marketing channels include _________, catalogs, and telemarketing ? http://carolinequarte.blogspot.com/
  • 140. <ul><li>Direct mail </li></ul><ul><li>Direct interaction </li></ul><ul><li>Direct marketing </li></ul><ul><li>Direct communication </li></ul><ul><li>None of the above </li></ul>2. _____ is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen. http://carolinequarte.blogspot.com/
  • 141. Direct Marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen. http://carolinequarte.blogspot.com/ http://carolinequarte.blogspot.com/ Direct Mail Catalogs Telemarketing
  • 142. <ul><li>Direct mail </li></ul><ul><li>Direct interaction </li></ul><ul><li>Direct marketing </li></ul><ul><li>Direct communication </li></ul><ul><li>None of the above </li></ul>2. _____ is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen. http://carolinequarte.blogspot.com/
  • 143. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon / Anna Guray April 15, 2011 http://louiemarkquizon.blogspot.com
  • 144. <ul><li>Vertical </li></ul><ul><li>Lateral </li></ul><ul><li>Diagonal </li></ul><ul><li>Both A and B </li></ul><ul><li>None </li></ul>http://louiemarkquizon.blogspot.com 4. A Shell gas station with a Shell Select store is an example of _________ marketing?
  • 145. <ul><li>Vertical </li></ul><ul><li>Lateral </li></ul><ul><li>Diagonal </li></ul><ul><li>Straight </li></ul><ul><li>None of the above </li></ul>http://louiemarkquizon.blogspot.com 4. What is the type of marketing that can transform a product to satisfy new or different needs?
  • 146. Gas Station Transform a Product to Satisfy New or Different Needs through Lateral Marketing! http://louiemarkquizon.blogspot.com Cafeteria Cereal Candy Audio
  • 147. Gas Station Food Lateral marketing combines two product concepts or ideas to create a new offering. http://louiemarkquizon.blogspot.com Cafeteria Internet Cereal Snacking Candy Toy Audio Portable
  • 148. Shell Gas Station Food http://louiemarkquizon.blogspot.com Example: Shell and Shell Select Store
  • 149. Shell Gas Station with Select Store http://louiemarkquizon.blogspot.com Example: Shell and Shell Select Store
  • 150. <ul><li>Vertical </li></ul><ul><li>Lateral </li></ul><ul><li>Diagonal </li></ul><ul><li>Straight </li></ul><ul><li>None of the above </li></ul>http://louiemarkquizon.blogspot.com 4. What is the type of marketing that can transform a product to satisfy new or different needs?
  • 151. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. / Anna Guray April 14, 2011 www.leeaizabelsandel.blogspot.com
  • 152. 6. Finnish cellular phone superstar Nokia customized its 6100 series phone for every major market. This is an example of…. <ul><li>Straight extension </li></ul><ul><li>Communication adaptation </li></ul><ul><li>Product adaptation </li></ul><ul><li>Communication extension </li></ul><ul><li>Product extension </li></ul>www.leeaizabelsandel.blogspot.com
  • 153. 6. ______ alters the products to meet the local conditions or preferences. <ul><li>Straight extension </li></ul><ul><li>Communication adaptation </li></ul><ul><li>Product adaptation </li></ul><ul><li>Communication extension </li></ul><ul><li>Product extension </li></ul>www.leeaizabelsandel.blogspot.com
  • 154. International Product and Communication Strategies Product www.leeaizabelsandel.blogspot.com Develop New Product Adapt Product Do Not Change Product Dual adaptation Product adaptation Product invention Do Not Change Communication Adapt Communication Straight extension Communication adaptation Communication
  • 155. Product adaptation <ul><li>PRODUCT ADAPTATION- alters the products to meet the local conditions or preferences. Whereas Product Innovation is completely creating a new product for the foreign market. </li></ul>www.leeaizabelsandel.blogspot.com
  • 156. 6. ______ alters the products to meet the local conditions or preferences. <ul><li>Straight extension </li></ul><ul><li>Communication adaptation </li></ul><ul><li>Product adaptation </li></ul><ul><li>Communication extension </li></ul><ul><li>Product extension </li></ul>www.leeaizabelsandel.blogspot.com
  • 157. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Anna Guray April 14, 2011 miralynnserrano.blogspot.com
  • 158. 6. The following are different types of Marketing Control, except: <ul><li>Annual Plan Control </li></ul><ul><li>Efficiency Control </li></ul><ul><li>Cost Control </li></ul><ul><li>Profitability Control </li></ul><ul><li>Strategic Control </li></ul>miralynnserrano.blogspot.com
  • 159. 6. The strategic control type of marketing invloves_____? <ul><li>Top Management & Marketing Auditor </li></ul><ul><li>Top Management & Middle Management </li></ul><ul><li>Middle Management & Marketing Controller </li></ul><ul><li>Middle Management & Marketing Auditor </li></ul><ul><li>None of the above </li></ul>miralynnserrano.blogspot.com
  • 160. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com
  • 161. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com To examine whether the PLANNED RESULTS are being achieved
  • 162. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com To examine where the company is making and losing MONEY
  • 163. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com To evaluate and improve the spending efficiency and impact of marketing EXPENDITURES
  • 164. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com To examine whether the Company is pursuing its best OPPORTUNITIES
  • 165. 6. The strategic control type of marketing invloves_____? <ul><li>Top Management & Marketing Auditor </li></ul><ul><li>Top Management & Middle Management </li></ul><ul><li>Middle Management & Marketing Controller </li></ul><ul><li>Middle Management & Marketing Auditor </li></ul><ul><li>None of the above </li></ul>miralynnserrano.blogspot.com
  • 166. TOP Learning Questions for Kotler’s 22 Chapters Anna Katrina L. Guray April 29, 2011 http://annaguray06.blogspot.com

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