Improving Questions for 22 Chapters Bohong Li

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Improving Questions for 22 Chapters Bohong Li

  1. 1. 1<br />1<br />1<br />Improving Questions for Kotler’s 22 Chapters<br />Bohong Li<br />April 2011<br />
  2. 2. 2<br />TOP 10 Learning Questions for<br />Chapter 1: Defining Marketing for the 21st Century<br />2<br />
  3. 3. 3<br />People<br />Product<br />Marketing<br />Production<br />Selling<br />3<br />9. Which of the following is not a company orientation:<br />
  4. 4. 4<br />Improved Question<br />4<br />4<br />9. Company Orientation: If Production is to Efficiency, Product Concept is to Quality, and Marketing is to Research, which of the following is TRUE of Selling Concept?<br />Selling Concept is to Selling Push/Action<br />Selling Concept is to Persuasion<br />Selling Concept is to Selling Effort<br />All of the Above<br />None of the Above<br />
  5. 5. 5<br />Production<br />Product<br />Company<br />Orientations<br />Marketing<br />Selling<br />There are 4 Types of Company Orientations<br />5<br />
  6. 6. 6<br />Production Concept – customers want products that are available and inexpensive<br />Production<br /><ul><li>Focus is on production efficiency, low cost and mass distribution</li></ul>6<br />
  7. 7. 7<br />Product Concept – customers want products that offer the highest quality and performance<br />Product<br /><ul><li>Focus is on quality, performance and continuous innovation</li></ul>7<br />
  8. 8. 8<br />8<br />Selling Concept – consumers, if left alone, will not buy<br /><ul><li>Focus is for company to sell what they make
  9. 9. Applies mostly to unsought goods
  10. 10. Example: cemetery plots</li></ul>Selling<br />
  11. 11. 9<br />9<br />Marketing Concept – finding the right products for your customers<br /><ul><li>Focus is on finding the right products for customers through research</li></ul>Marketing<br />
  12. 12. 10<br />10<br />9. Company Orientation: If Production is to Efficiency, Product Concept is to Quality, and Marketing is to Research, which of the following is TRUE of Selling Concept?<br />Selling Concept is to Selling Action<br />Selling Concept is to Persuasion<br />Selling Concept is to Selling Effort<br />All of the Above<br />None of the Above<br />Improved Question<br />
  13. 13. 11<br />10 QuestionsChapter 2: Developing MarketingStrategies and Plans<br />11<br />
  14. 14. 12<br />12<br />3. What part of the core business process that defines building undertanding and trust for new customers<br />Market sensing <br />New offering realization<br />Customer acquisition<br />Customer relationship management<br />Fulfillment management<br />
  15. 15. 13<br />Core Business Process<br />13<br />
  16. 16. 14<br />14<br />Gathering market intelligence<br />
  17. 17. 15<br />15<br />Researching, developing & launching a product<br />
  18. 18. 16<br />16<br />Defining target markets & prospecting for new customers<br />Core Business Process<br />
  19. 19. 17<br />Core Business Process<br />17<br />Building deeper understanding, relationship & offerings<br />
  20. 20. 18<br />Core Business Process<br />18<br />Receiving & approving orders, shipping goods & collecting payment<br />
  21. 21. 19<br />19<br />3. What part of the core business process that defines the target markets & prospecting for new customers<br />Market sensing <br />New offering realization<br />Customer acquisition<br />Customer relationship management<br />Fulfillment management<br />
  22. 22. 20<br />TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment<br />20<br />
  23. 23. 21<br />21<br />1. Marketing Information System (MIS) consists of the following except:<br />A. People<br />B. Equipment<br />C. Information<br />D. Procedures<br />E. All of the above<br />
  24. 24. 22<br />22<br />A. People, Systems, and Company Policies<br />B. People, Assets, and Processes<br />C. People, Equipment, and Procedures<br />D. People, Infrastructure, and Policies <br />E. All of the above<br />Improved Question<br />A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers<br />
  25. 25. 23<br /><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>23<br />Marketing Information System (MIS)<br />
  26. 26. 24<br />Improved Question<br />A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers<br />24<br />A. People, Systems, and Company Policies<br />B. People, Assets, and Processes<br />C. People, Equipment, and Procedures<br />D. People, Infrastructure, and Policies <br />E. All of the above<br />
  27. 27. 25<br />Chapter 4: Conducting Marketing Research and Forecasting Demand<br />25<br />TOP 10 Learning Questions for<br />
  28. 28. 26<br />26<br />#1: In order to generate primary data, which amongst the following research approaches use concepts, tools, behavior and culture to understand how people live and work?<br />A. Behavioural Data Research<br />B. Ethnographic Research<br />C. Focus Group Research<br />D. Observational<br />E. Experimentation <br />Improved Question<br />
  29. 29. 27<br />27<br />Concept: What are the various research approaches to gather primary data?<br />Observational <br />Ethnographic <br />Focus Group <br />Survey<br />Behavioral Data<br />Experimentation<br />
  30. 30. 28<br />28<br />Ethnographic Research: Uses concepts and tools from anthropology and other discipline<br /><ul><li>To provide deep understanding of how people live and work</li></ul>Different ethnic group has <br />different wedding cap. So,<br />researchers help to design <br />customized products<br />
  31. 31. 29<br />29<br />#1: In order to generate primary data, which amongst the following research approaches use concepts and tools from anthropology to understand how people live and work?<br />A. Behavioural Data Research<br />B. Ethnographic Research<br />C. Focus Group Research<br />D. Observational<br />E. Experimentation <br />Improved Question<br />
  32. 32. 30<br />TOP 10 Learning Questions forCreating Customer Value, Satisfaction & Loyalty and Ch 5<br />30<br />
  33. 33. 31<br />31<br />3. It is the feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.<br />Customer Satisfaction<br />Customer Loyalty<br />Customer Perceived Value<br />Customer Retention <br />Customer Survey <br />
  34. 34. 32<br />32<br />If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of:<br />Customer Perceived Value<br />Customer Satisfaction<br />Customer Dissonance<br />Customer Retention <br />Customer Regret<br />Improved Question<br />
  35. 35. 33<br />The feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.<br />33<br />Customer Satisfaction<br />
  36. 36. 34<br />34<br />Characteristics of Highly Satisfied customers<br /><ul><li>Stays loyal longer
  37. 37. Buys more
  38. 38. Upgrades existing</li></ul> product<br /><ul><li>Talks favorably</li></ul> to others <br /><ul><li>Pay less attention to competing brands
  39. 39. Less sensitive to price
  40. 40. Offers product and service idea </li></ul>Source: Marketing Management 13th Edition by Philip Kotler<br />
  41. 41. 35<br />35<br />If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of:<br />Customer Perceived Value<br />Customer Satisfaction<br />Customer Dissonance<br />Customer Retention <br />Customer Regret<br />Improved Question<br />
  42. 42. 36<br />Top 10 Learning Questions for <br />Chapter 06 :<br />Analyzing Consumer Markets<br />36<br />
  43. 43. 37<br />37<br />4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves.<br />Self Esteem<br />Self Concept<br />Lifestyle<br />Life Cycle Stage<br />Personality<br />
  44. 44. 38<br />38<br />4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves.<br />Self Esteem<br />Self Concept<br />Self Evaluation<br />Self Image<br />Self Mastery<br />Improved Question<br />
  45. 45. 39<br />Concept # 4Personal Factors<br />Age <br />Self Concept <br /> Life Cycle Stage <br />Lifestyle<br />Occupation<br /> Values <br />Wealth<br /> Personality<br />39<br />
  46. 46. 40<br />40<br />4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves.<br />Self Esteem<br />Self Evaluation<br />Self Concept<br />Self Image<br />Self Mastery<br />Improved Question<br />
  47. 47. 41<br />TOP 10 Learning Questions for<br />Ch7: Analyzing Business Markets<br />41<br />
  48. 48. 42<br />42<br />1. The following are not the characteristics that distinguishes business market from consumer market:<br />Ethnocentrically concentrated buyers<br />Demographically centered buyers<br />Geographically concentrated buyers<br />Denominationally concentrated buyers<br />Influentially concentrated buyers<br />Improved Question<br />
  49. 49. 43<br />43<br />
  50. 50. 44<br />44<br />1. The following are not the characteristics that distinguishes business market from consumer market:<br />Ethnocentrically concentrated buyers<br />Demographically centered buyers<br />Geographically concentrated buyers<br />Denominationally concentrated buyers<br />Influentially concentrated buyers<br />Improved Question<br />
  51. 51. 45<br />Chapter 8<br />Identifying Market Segments &Targets<br />45<br />TOP 10 Learning Questions for<br />
  52. 52. 46<br />46<br />5. Which of the ff statements is true:<br />The key to consumer market segmentation is recognizing customer differences.<br />Behavioral segmentation divides buyers based on traits, values or lifestyle.<br />Psychographic variables include religion, education, race and social class.<br />Demographic variables are seldom associated with consumer needs and wants.<br />All of the above<br />
  53. 53. 47<br />47<br />The key to consumer market segmentation is:<br />Understanding customer behavior<br />Recognizing customer differences<br />Identifying customer segments<br />Defeating competition with mass marketers<br />Implementing niche marketing<br />Improved Question<br />
  54. 54. 48<br />Bases for segmenting consumer markets:<br />by country<br />Geographic<br />by region<br />by continent<br />by cities<br />Psychographic<br />lifestyle<br />activities<br />48<br />
  55. 55. 49<br />49<br />The key to consumer market segmentation is:<br />Understanding customer behavior<br />Recognizing customer differences<br />Identifying customer segments<br />Defeating competition with mass marketers<br />Implementing niche marketing<br />Improved Question<br />
  56. 56. 50<br />TOP 10 Learning Questions for<br />Ch 9: Creating Brand Equity<br />50<br />
  57. 57. 51<br />51<br />Which of the following is not a role on a brand portfolio?<br />Cash Cows<br />Flankers<br />Low-End Entry Level<br />Niche Marketer<br />High-End Prestige<br />
  58. 58. 52<br />52<br />8. All of which are roles of a brand portfolio except _______________?<br />Cash Cows<br />Flankers<br />Low-End Entry Level<br />Niche Marketer<br />High-End Prestige<br />Improved Question<br />
  59. 59. 53<br />Brand Roles on a Brand PortfolioWhat brand type is the product?<br />CASH COWS<br />FLANKERS<br />HIGH-END<br />PRESTIGE<br />LOW-END<br />ENTRY LEVEL<br />From Philip Kotler’s, Marketing Management, 13th ed. <br />53<br />
  60. 60. 54<br />Niche is a type of market segmentation, not a role on a brand portfolio<br />FLANKERS<br />Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position<br />CASH COWS<br />Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support<br />LOW-END ENTRY LEVEL<br />Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand<br />HIGH-END PRESTIGE<br />Brands that add prestige and credibility to the entire portfolio<br />From Philip Kotler’s, Marketing Management, 13th ed. <br />54<br />
  61. 61. 55<br />55<br />8. All of which are roles of a brand portfolio except _______________?<br />Cash Cows<br />Flankers<br />Low-End Entry Level<br />Niche Marketer<br />High-End Prestige<br />Improved Question<br />
  62. 62. 56<br />TOP 10 Questions for<br />Chapter 10:<br />Crafting the Brand Positioning<br />56<br />
  63. 63. 57<br />57<br />1. _______ are associations/benefits that can be shared with other brands.<br />Points-of-Parity<br />Points-of-Difference<br />Brand Image<br />Brand Concept<br />Points-of-Value<br />
  64. 64. 58<br />58<br />________are associations that are not necessarily unique to the brand but may be shared with other brands.<br />Points-of-Difference<br />Points-of-Positioning<br />Points-of-Parity<br />Points-of-Associations<br />Points-of-Value<br />Improved Question<br />
  65. 65. 59<br />POPs are POINTS-OF-PARITY<br />Concept 1: POPs<br />=<br />+<br />+<br />=<br />+<br />SHARING FEATURES & BENEFITS<br />59<br />
  66. 66. 60<br />60<br />________are associations that are not necessarily unique to the brand but may be shared with other brands.<br />Points-of-Difference<br />Points-of-Positioning<br />Points-of-Parity<br />Points-of-Associations<br />Points-of-Value<br />Improved Question<br />
  67. 67. 61<br />TOP 10 Learning Concepts for<br />Chapter 11:<br />Dealing with Competition<br />61<br />
  68. 68. 62<br />62<br />2. The percentage of customers whose company’s product they prefer to buy pertains to _____.<br />Share of mind<br />Share of heart<br />Share of market<br />Both a and c<br />Both b and c<br />
  69. 69. 63<br />63<br />2. The percentage of customers whose company’s product they prefer to buy pertains to _____.<br />Share of mind <br />Share of heart <br />Share of wallet<br />Share of market<br />None of the above<br />Improved Question<br />
  70. 70. 64<br />What to consider on competitor analysis?<br />Share of market<br />Variables<br />Share of mind<br />Share of heart<br />64<br />
  71. 71. 65<br />“Name the company from which you would prefer to buy!”<br />65<br />65<br />“Share of heart” refers to the percentage of customers whose company’s product they want to buy<br />
  72. 72. 66<br />66<br />2. The percentage of customers whose company’s product they prefer to buy pertains to _____.<br />Share of mind <br />Share of heart <br />Share of wallet<br />Share of market<br />None of the above<br />Improved Question<br />
  73. 73. 67<br />TOP 10 Learning Questions for<br />CH 12 Setting Product Strategy<br />67<br />67<br />
  74. 74. 68<br />68<br />2. Which of the items below is a basic component of an attractive market offering to customers?<br />Product line Up-Market Stretch<br />Services Mixes & Quality<br />Core benefit<br />Percentage contribution to Sales and Profits<br />All of the above<br />
  75. 75. 69<br />Improved Question<br />69<br />69<br />Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________.<br />Process Efficiency & Quality<br />Operational Efficiency & Quality<br />Product Excellence & Quality<br />Customer Experience & Quality<br />Value-Based Prices<br />
  76. 76. 70<br />Concept 1: WOW Customer by Satisfying the 3 Components of Market Offering…<br />Value-based prices<br /><ul><li>Customers always judge market offering on three basic elements</li></ul>Attractiveness <br />of the<br />Market Offering<br />Product Features & Quality<br />Services Mix & Quality<br />70<br />
  77. 77. 71<br />71<br />Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________.<br />Improved Question<br />Process Efficiency & Quality<br />Operational Efficiency & Quality<br />Product Excellence & Quality<br />Customer Experience & Quality<br />Value-Based Prices<br />
  78. 78. 72<br />TOP 10 Learning Questions for<br />Ch 13 Designing and Managing Services<br />
  79. 79. 73<br />7. Service companies are encourage to have _________ to manage the “demand” for its services:<br />Shared services<br />Part-time employees<br />Increase consumer participation<br />Reservation systems<br />Facilities for future expansion<br />
  80. 80. 74<br />7. Service companies are encourage to have _________ to manage the “demand” for its services:<br />Shared services<br />Peak-time efficiency<br />Part-time employees<br />Reservation systems<br />Facilities for future expansion<br />Improved Question<br />
  81. 81. 75<br />Matching Demand and Supply<br />DEMAND Side<br /><ul><li> Differential pricing
  82. 82. Nonpeak demand
  83. 83. Complementary services
  84. 84. Reservation systems</li></ul>SUPPLY Side<br /><ul><li> Part-time employees
  85. 85. Peak-time efficiency
  86. 86. Increased consumer</li></ul> participation<br /><ul><li> Shared services
  87. 87. Facilities for future</li></ul> expansion<br />
  88. 88. 76<br />7. Service companies are encourage to have _________ to manage the “demand” for its services:<br />Shared services<br />Peak-time efficiency<br />Part-time employees<br />Reservation systems<br />Facilities for future expansion<br />Improved Question<br />
  89. 89. 77<br />TOP 10 Learning Questions for<br />Ch 14 Developing Pricing Strategies and Programs<br />
  90. 90. 78<br />5. Which of the following is NOT a goal of companies in positioning their market offering?<br />Greatest Market Share<br />Product-quality Leadership<br />Largest Market Skimming<br />Product-price Leadership<br />Maximum Current Profit<br />
  91. 91. 79<br />Included in the 5 major pricing objectives are:<br />Maximum Market Share & Maximum Current Profit<br />Survival and Product-Quality Leadership<br />Partial Cost Recovery and Maximum Market Skimming<br />Survival and Product-Quality Leadership<br />All of the above<br />Improved Question<br />
  92. 92. 80<br />Setting PriceSTEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING<br />From Philip Kotler’s, Marketing Management, 13th Edition<br />
  93. 93. 81<br />The price set by the company helps them achieve their GOAL in the MARKET. Setting the RIGHT PRICE allows a company to adjust its production to make them an industry leader.<br />From Philip Kotler’s, Marketing Management, 13th Edition<br />
  94. 94. 82<br />Included in the 5 major pricing objectives are:<br />Maximum Market Share & Maximum Current Profit<br />Survival and Product-Quality Leadership<br />Partial Cost Recovery and Maximum Market Skimming<br />Survival and Product-Quality Leadership<br />All of the above<br />Improved Question<br />
  95. 95. 83<br />TOP 10 Learning Questions for<br />Chapter 15: Designing and Managing Integrated Marketing Channels<br />
  96. 96. 84<br />3. Identify the one phrase which does not pertain to channel member functions<br />Gathering of Information<br />Develop and disseminate persuasive communication<br />Reach agreements on price and terms<br />Budgeting and Planning<br />Assume risks<br />Provide for storage<br />Provide for buyers payment of bills<br />Oversee actual transfer of ownership<br />
  97. 97. 85<br />3. Identify the one phrase which does not pertain to channel member functions<br />Developing and Disseminating Persuasive Communication<br />Budgeting and Planning<br />Assuming Risks<br />Providing for Storage<br />None of the Above<br />Improved Question<br />
  98. 98. 86<br />3. Identify the one phrase which does not pertain to channel member functions<br />Developing and Disseminating Persuasive Communication<br />Budgeting and Planning<br />Assuming Risks<br />Providing for Storage<br />None of the Above<br />Improved Question<br />
  99. 99. 87<br />TOP 10 Learning Questions for<br />Chapter 16: Managing Retailing, Wholesaling, and Logistics<br />
  100. 100. 88<br />The following are part of Wholesaling Functions, except:<br />Selling and Promoting<br />Bulk Breaking<br />Management Services & Counseling<br />Buying and assortment building<br />Cost Bearing<br />
  101. 101. 89<br />The following are part of Wholesaling Functions, except:<br />Selling and Promoting<br />Bulk Breaking<br />Management Services & Counseling<br />Buying and assortment building<br />Profit Bearing<br />Improved Question<br />
  102. 102. 90<br />Wholesaling functions are…<br />Source: Marketing Management 13th Ed by Philip Kotler<br />
  103. 103. 91<br />Wholesaling functions are… (cont’d)<br />Source: Marketing Management 13th Ed by Philip Kotler<br />
  104. 104. 92<br />Wholesaling functions are… (cont’d)<br />Source: Marketing Management 13th Ed by Philip Kotler<br />
  105. 105. 93<br />The following are part of Wholesaling Functions, except:<br />Selling and Promoting<br />Bulk Breaking<br />Management Services & Counseling<br />Buying and assortment building<br />Profit Bearing<br />Improved Question<br />
  106. 106. 94<br />TOP 10 Learning Questions for<br />Ch 17: Designing and Managing Integrated Marketing Communication<br />
  107. 107. 95<br />7. Which is not an example of challenges in developing global communications program <br />Alcoholic beverages cannot be advertised or sold in Muslim countries. <br />In some countries no Ads may be directed at children under 12<br />Comparative ads are common in some countries but is illegal in other countries.<br />Water is more expensive than oil in the middle eastern countries.<br />Restrictions to tobacco products in most countries <br />
  108. 108. 96<br />7. Which is not an example of challenges in developing global communications program? <br />Alcoholic Beverages cannot be advertised or sold in Muslim countries. <br />In some countries, no Ads may be directed to Children under 12 years of age.<br />Comparative Ads are common in some countries but is illegal in other countries.<br />Restrictions to tobacco products and its advertisement in most countries.<br />None of the Above<br />Improved Question<br />
  109. 109. 97<br />Multinational companies wrestle with challenges in developing global communications program.<br />
  110. 110. 98<br />Many products are restricted or forbidden in certain parts of the world.<br />Product<br />Alcoholic beverages cannot be advertised or sold in Muslim countries.<br />Tobacco Products restrictions<br />Market Segment<br />In some countries (Norway and sweden) no ads can be directed at children under 12.<br />Style<br />Comparative ads are common in Us and Brazil and India.l <br />
  111. 111. 99<br />7. Which is not an example of challenges in developing global communications program? <br />Alcoholic Beverages cannot be advertised or sold in Muslim countries. <br />In some countries, no Ads may be directed to Children under 12 years of age.<br />Comparative Ads are common in some countries but is illegal in other countries.<br />Restrictions to tobacco products and its advertisement in most countries.<br />None of the Above <br />Improved Question<br />
  112. 112. 100<br />TOP 10 Learning Questions for<br />Chapter 18 Managing Mass Communications<br />
  113. 113. 101<br />3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products?<br />Informative advertising<br />Persuasive advertising<br />Reminder advertising<br />Reinforcement advertising<br />None of the above<br />
  114. 114. 102<br />The advertisement of Biogesic below is an example of what advertising objective?<br />Informative advertising<br />Persuasive advertising <br />Reminder advertising<br />Reinforcement advertising<br />None of the above<br />Improved Question<br />
  115. 115. 103<br />Classification of advertising objectives according to their aim:<br />
  116. 116. 104<br />Classification of advertising objectives according to their aim:<br />
  117. 117. 105<br />The advertisement of Biogesic below is an example of what advertising objective?<br />Informative advertising<br />Persuasive advertising <br />Reminder advertising<br />Reinforcement advertising<br />None of the above<br />Improved Question<br />
  118. 118. 106<br />TOP 10 Learning Questions for<br />Ch 19: Managing Personal Communications<br />
  119. 119. 107<br />5. In constructing an effective direct-mail campaign, marketers should establish objectives; target the best prospects; offer elements; test elements; and _________.<br />Make sure that success is near<br />Make sure that success is easy<br />Make sure that success is measurable<br />Make sure that success is simple<br />
  120. 120. 108<br />5. In constructing an effective direct-mail campaign, marketers should establish objectives; target the best prospects; offer elements; test elements; and _________.<br />Make sure that success is tangible<br />Make sure that success is feasible<br />Make sure that success is measurable<br />Make sure that success is possible<br />None of the Above<br />Improved Question<br />
  121. 121. 109<br />To Have an Effective Direct Mail Campaign:<br /><ul><li>The objectives should be established
  122. 122. Target the best prospects
  123. 123. Develop a catchy brand element</li></li></ul><li>110<br />You want to be able to measure your success and you want to track your results.<br /><ul><li>Test elements
  124. 124. Proper execution
  125. 125. Make sure that success is measurable</li></li></ul><li>111<br />5. In constructing an effective direct-mail campaign, marketers should establish objectives; target the best prospects; offer elements; test elements; and _________.<br />Improved Question<br />Make sure that success is tangible<br />Make sure that success is feasible<br />Make sure that success is measurable<br />Make sure that success is possible<br />None of the Above<br />
  126. 126. 112<br />TOP 10 Learning Questions for<br />Chapter 20 Introducing New Market Offerings<br />
  127. 127. 113<br />7. ________ is an individual’s decision to become a regular user of the product<br />Awareness<br />Interest<br />Evaluation<br />Trial<br />Adoption<br />
  128. 128. 114<br />7. ________ is an individual’s decision to become a regular user of the product<br />Awareness<br />Assimilation<br />Adaption<br />Adoption<br />Acceptance<br />Improved Question<br />
  129. 129. 115<br />How does a Consumer Adopt to a New Product and Service?<br />
  130. 130. 116<br />The consumer becomes aware of the innovation but lacks information about it<br />
  131. 131. 117<br />The consumer is stimulated to seek information about the innovation<br />
  132. 132. 118<br />The consumer considers whether to try the innovation<br />
  133. 133. 119<br />The consumer tries the innovation to improve his or her estimate of its value<br />
  134. 134. 120<br />The consumer decides to make full and regular use of the innovation<br />
  135. 135. 121<br />Example: Juan’s adoption of Mang Inasal<br />
  136. 136. 122<br />Example: Juan’s adoption of Mang Inasal<br />
  137. 137. 123<br />Juan becomes aware of this new restaurant that serves Chicken Inasal at a low price…<br />
  138. 138. 124<br />The low price and the unlimited rice intrigues him to seek more information…<br />
  139. 139. 125<br />He contemplates on whether he will try the product…<br />
  140. 140. 126<br />He tries the product to feed his curiousness…<br />
  141. 141. 127<br />Juan likes Mang Inasal very much! He then decides to go there every Friday.<br />
  142. 142. 128<br />7. ________ is an individual’s decision to become a regular user of the product<br />Awareness<br />Assimilation<br />Adaption<br />Adoption<br />Acceptance<br />Improved Question<br />
  143. 143. 129<br />TOP 10 Learning Questions for<br />Chapter 21 Tapping into Global Markets<br />
  144. 144. 130<br />4. _________ consist of creating something new, where products are made specifically for a certain foreign market.<br />Product Discovery<br />Product Invention<br />Product Improvement<br />Product Adaptation<br />None of the above<br />
  145. 145. 131<br />4. _________ consist of creating something new, where products are made specifically for a certain foreign market.<br />Product Discovery<br />Product Invention<br />Product Conceptualization<br />Product Market Testing <br />Product Integration<br />Improved Question<br />
  146. 146. 132<br />International Product and Communication Strategies<br />Product<br />Develop New <br />Product<br />Adapt<br />Product<br />Do Not Change<br />Product<br />Product<br />adaptation<br />Product<br />invention<br />Straight<br />extension<br />Do Not Change<br />Communication<br />Communication<br />Dual<br />adaptation<br />Communication<br />adaptation<br />Adapt <br />Communication<br />
  147. 147. 133<br />Product Invention<br />PRODUCT INVENTION- is a costly strategy, but the payoffs can be great, particularly if a company can parlay a product innovation into other countries. Sometimes the innovation even works at home.<br />
  148. 148. 134<br />4. _________ consist of creating something new, where products are made specifically for a certain foreign market.<br />Product Discovery<br />Product Invention<br />Product Conceptualization<br />Product Market Testing <br />Product Integration<br />Improved Question<br />
  149. 149. 135<br />TOP 10 Learning Questions for<br />Chapter 22: Managing A Holistic Marketing Organization For The Long Run<br />
  150. 150. 136<br />1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ .<br />Proficiency<br />Simplicity<br />Efficiency<br />Stability<br />Integrity<br />
  151. 151. 137<br />What is the most common form of marketing organization, one that ensures administrative simplicity?<br />Geographic Organization<br />Market-Management Organization<br />Brand-Management Organization<br />Creative Organization<br />Functional Organization<br />Improved Question<br />
  152. 152. 138<br />FUNCTIONAL ORGANIZATION<br /> is the most COMMON form of <br />Marketing organization and for <br />Administrative SIMPLICITY<br />
  153. 153. 139<br />Effective Internal Marketing using FUNCTIONAL ORGANIZATION<br />Marketing Vice President<br />Consists of FINGERS <br />as Specialists or <br />Managers with <br />different Functions<br />Marketing administration manager<br />New-products manager<br />Advertising and sales promotion manager<br />Sales manager<br />
  154. 154. 140<br />What is the most common form of marketing organization, one that ensures administrative simplicity?<br />Geographic Organization<br />Market-Management Organization<br />Brand-Management Organization<br />Creative Organization<br />Functional Organization<br />Improved Question<br />
  155. 155. 141<br />Improving Questions for Kotler’s 22 Chapters<br />Bohong Li<br />April 2011<br />141<br />141<br />

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