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Sw 9 questions_catansay

  1. 1. SEATWORK: 9 QUESTIONS Cat Ansay December 30, 2011 Marketing Management, Kotler 14 th ed Marketing Management Prof. Remigio Joseph De Ungria www.catansay.blogspot.com
  2. 2. TOP 10 Learning Questions for (Chapter #1) Paul Abigan December 15, 2011 Chapter 1 21 st Century Marketing, Abigan
  3. 3. 1. Which of the 4 P ’s does “Features” or having certain characteristics <ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Product </li></ul><ul><li>Packaging </li></ul><ul><li>Promotion </li></ul>
  4. 4. 1. A marketing mix “P” that describes sales promotion, advertising and sales force. <ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Product </li></ul><ul><li>Packaging </li></ul><ul><li>Promotion </li></ul>Improved Question
  5. 5. The Marketing Mix 4 P ’s
  6. 6. “ PRODUCT” refers to everything related to improving or differentiating the product. <ul><li>Anything about quality, performance or innovation refers to product superiority! </li></ul>
  7. 7. 1. Which of the 4 P ’s does “Features” or having certain characteristics <ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Product </li></ul><ul><li>Packaging </li></ul><ul><li>Promotion </li></ul>
  8. 8. 1. A marketing mix “P” that describes sales promotion, advertising and sales force. <ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Product </li></ul><ul><li>Packaging </li></ul><ul><li>Promotion </li></ul>Correct Answer
  9. 9. Top 10 Questions (Chapter #2) Catherine Ansay December 15, 2011 Chapter 2 Marketing Management, Kotler 14 th ed
  10. 10. <ul><li>The shared experiences, stories, beliefs and norms that characterize an organization. </li></ul><ul><li>Business Mission </li></ul><ul><li>Vision, Mission and Values </li></ul><ul><li>Corporate culture </li></ul><ul><li>Organizational environment </li></ul><ul><li>Corporate environment </li></ul>
  11. 11. <ul><li>This concept talks about the corporation’s processes, systems organizational structure, ritual & routines and stories & symbols. </li></ul><ul><li>Business Mission </li></ul><ul><li>Vision, Mission and Values </li></ul><ul><li>Corporate culture </li></ul><ul><li>Organizational environment </li></ul><ul><li>Corporate environment </li></ul>Improved Question
  12. 12. 2. Corporate Culture <ul><li>Standards that govern the operation of the business </li></ul>Corporate Culture
  13. 13. 2. Corporate Culture <ul><li>Corporate culture defined as the shared experience, stories, beliefs and norms that characterize an organization. </li></ul><ul><li>A customer-centric culture can affect all aspects of an organization. </li></ul>
  14. 14. <ul><li>The shared experiences, stories, beliefs and norms that characterize an organization. </li></ul><ul><li>Business Mission </li></ul><ul><li>Vision, Mission and Values </li></ul><ul><li>Corporate culture </li></ul><ul><li>Organizational environment </li></ul><ul><li>Corporate environment </li></ul>
  15. 15. <ul><li>This concept talks about the corporation’s processes, systems organizational structure, ritual & routines and stories & symbols. </li></ul><ul><li>Business Mission </li></ul><ul><li>Vision, Mission and Values </li></ul><ul><li>Corporate culture </li></ul><ul><li>Organizational environment </li></ul><ul><li>Corporate environment </li></ul>Correct Answer
  16. 16. TOP 10 Learning Questions for Chapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 2011 www.danielberroya.blogspot.com
  17. 17. 1. A _________ relies on internal company records, marketing intelligence activities and marketing research. <ul><li>Marketing Research System </li></ul><ul><li>Marketing Decision Support System </li></ul><ul><li>Marketing Information System </li></ul><ul><li>Marketing Intelligence System </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com
  18. 18. 3. This consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers <ul><li>Marketing Research System </li></ul><ul><li>Marketing Decision Support System </li></ul><ul><li>Marketing Information System </li></ul><ul><li>Marketing Intelligence System </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com Improved Question
  19. 19. What is Marketing Information System (MIS)? <ul><li>Marketing Information System (MIS) – consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers. </li></ul>www.danielberroya.blogspot.com
  20. 20. The company Management Information System (MIS) should be cross between what managers think they need, what they really need, and what is economically feasible. www.danielberroya.blogspot.com <ul><li>Answers all the “ WHAT ” of the company goals and strategies. </li></ul><ul><li>Substantial information for decision making </li></ul><ul><li>Special studies </li></ul><ul><li>Analysis programs </li></ul><ul><li>Helpful improvements </li></ul><ul><li>Periodical reports </li></ul>
  21. 21. 1. A _________ relies on internal company records, marketing intelligence activities and marketing research. <ul><li>Marketing Research System </li></ul><ul><li>Marketing Decision Support System </li></ul><ul><li>Marketing Information System </li></ul><ul><li>Marketing Intelligence System </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com
  22. 22. 3. This consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers <ul><li>Marketing Research System </li></ul><ul><li>Marketing Decision Support System </li></ul><ul><li>Marketing Information System </li></ul><ul><li>Marketing Intelligence System </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com Correct Answer
  23. 23. TOP 10 Learning Questions for Ch 4: Conducting Marketing Research and Forecasting Demand Ma Alexandria Bulaon December 16, 2011
  24. 24. 4. The following are research approach except: <ul><li>Experimentation </li></ul><ul><li>Observation </li></ul><ul><li>Survey </li></ul><ul><li>Data Gathering </li></ul><ul><li>Ethnographic </li></ul>
  25. 25. 4. A group of researchers collecting data by means of distributing questionnaires to get their respondents ’ preferences and behaviors uses what kind of research approach? <ul><li>Experimentation </li></ul><ul><li>Observation </li></ul><ul><li>Survey </li></ul><ul><li>Data Gathering </li></ul><ul><li>Ethnographic </li></ul>Improved Question
  26. 26. Research Approaches <ul><li>Research approach is the method of collecting data </li></ul><ul><li>Internet surfing has a lot of uses and does not necessarily mean that the user is collecting data </li></ul>
  27. 27. Research Approaches <ul><li>Observation – act of noting and recording something </li></ul><ul><li>Ethnographic – a systematic market research observing customers in their own environment using products and services </li></ul><ul><li>Focus Group – provide accurate information </li></ul><ul><li>Survey – a questionnaire used to gather data about consumer attitudes or behavior </li></ul><ul><li>Behavioral Data – Information employed in marketing for designing promotional campaigns based on consumers' buying habits, brand preferences, and product usage </li></ul><ul><li>Experimentation – methodical procedure carried out with the goal of verifying </li></ul>
  28. 28. 4. The following are research approach except: <ul><li>Experimentation </li></ul><ul><li>Observation </li></ul><ul><li>Survey </li></ul><ul><li>Data Gathering </li></ul><ul><li>Ethnographic </li></ul>
  29. 29. 4. A group of researchers collecting data by means of distributing questionnaires to get their respondents ’ preferences and behaviors uses what kind of research approach? <ul><li>Experimentation </li></ul><ul><li>Observation </li></ul><ul><li>Survey </li></ul><ul><li>Data Gathering </li></ul><ul><li>Ethnographic </li></ul>Correct Answer
  30. 30. 5. The following are contact methods except: <ul><li>Text Interview </li></ul><ul><li>Telephone Interview </li></ul><ul><li>Personal Interview </li></ul><ul><li>Mail Questionnaire </li></ul><ul><li>Online Interview </li></ul>
  31. 31. 5. It is a kind of interview wherein the interviewer and the interviewee have a face-to-face contact or interaction. <ul><li>Text Interview </li></ul><ul><li>Telephone Interview </li></ul><ul><li>Personal Interview </li></ul><ul><li>Mail Questionnaire </li></ul><ul><li>Online Interview </li></ul>Improved Question
  32. 32. Contact Methods
  33. 33. Contact Methods <ul><li>Mail Questionnaire – </li></ul><ul><li>planned set of questions used to collect data </li></ul><ul><li>Telephone Interview – </li></ul><ul><li>an interview conducted over the telephone </li></ul><ul><li>Personal Interview – </li></ul><ul><li>face-to-face contact with individuals </li></ul><ul><li>Online Interview – </li></ul><ul><li>There are different forms of online interviews: synchronous online interviews (for example via chat technology) and asynchronous online interviews (for example via email). </li></ul>
  34. 34. Interview <ul><li>An interview is a conversation between two people (the interviewer and the interviewee) where questions are asked by the interviewer to obtain information from the interviewee. </li></ul><ul><li>There ’ s no such thing as text interview. </li></ul>
  35. 35. 5. The following are contact methods except: <ul><li>Text Interview </li></ul><ul><li>Telephone Interview </li></ul><ul><li>Personal Interview </li></ul><ul><li>Mail Questionnaire </li></ul><ul><li>Online Interview </li></ul>
  36. 36. 5. It is a kind of interview wherein the interviewer and the interviewee have a face-to-face contact or interaction. <ul><li>Text Interview </li></ul><ul><li>Telephone Interview </li></ul><ul><li>Personal Interview </li></ul><ul><li>Mail Questionnaire </li></ul><ul><li>Online Interview </li></ul>Correct Answer
  37. 37. TOP 10 Learning Questions for Chapter 6: Analyzing Consumer Markets Jem Caraig December 16, 2011 For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria http://jemcaraig.blogspot.com
  38. 38. 6. Before a man seeks security of property or of morality, he needs to satisfy his need for food, shelter and water first. This is an example of what theory? <ul><li>Herzberg’s Theory </li></ul><ul><li>Maslow’s Theory </li></ul><ul><li>Chrysler’s Theory </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Lohas’ Theory </li></ul>http://jemcaraig.blogspot.com
  39. 39. 6. This theory proposes that people are motivated by multiple needs and that these needs exist in a hierarchical order. <ul><li>Herzberg’s Theory </li></ul><ul><li>Maslow’s Theory </li></ul><ul><li>Chrysler’s Theory </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Lohas’ Theory </li></ul>http://jemcaraig.blogspot.com Improved Question
  40. 40. Motivation 23 http://jemcaraig.blogspot.com MASLOW ’ S HIERARCHY OF NEEDS Behavior is driven by lowest, unmet need HERBERG ’ S TWO-FACTOR THEORY Behavior is guided by motivating and hygiene factors FREUD ’ S THEORY Behavior is guided by subconscious motivations
  41. 41. Maslow ’ s Theory 24 Maslow ’ s Hierarchy of Needs Behavior is driven by lowest, unmet need http://jemcaraig.blogspot.com
  42. 42. 6. Before a man seeks security of property or of morality, he needs to satisfy his need for food, shelter and water first. This is an example of what theory? <ul><li>Herzberg’s Theory </li></ul><ul><li>Maslow’s Theory </li></ul><ul><li>Chrysler’s Theory </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Lohas’ Theory </li></ul>http://jemcaraig.blogspot.com
  43. 43. 6. This theory proposes that people are motivated by multiple needs and that these needs exist in a hierarchical order. <ul><li>Herzberg’s Theory </li></ul><ul><li>Maslow’s Theory </li></ul><ul><li>Chrysler’s Theory </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Lohas’ Theory </li></ul>http://jemcaraig.blogspot.com Correct Answer
  44. 44. Top 10 Questions for (Chapter #7) Marika Chavez December 15, 2011 Chapter 7 Marketing Management, Kotler 14 th ed
  45. 45. 3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives <ul><li>Initiators </li></ul><ul><li>Influencers </li></ul><ul><li>Deciders </li></ul><ul><li>Buyers </li></ul><ul><li>Approvers </li></ul>
  46. 46. 7. These are the people who influence the buying decision, often by helping define specifications and providing information for evaluating alternatives. <ul><li>Initiators </li></ul><ul><li>Influencers </li></ul><ul><li>Deciders </li></ul><ul><li>Buyers </li></ul><ul><li>Approvers </li></ul>Improved Question
  47. 47. 3. The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
  48. 48. 3. The Buying Center <ul><li>Initiators –Uses other organization who request that something be purchased. </li></ul><ul><li>Users – Those who will use the product or service. </li></ul><ul><li>Influencers – People who influence the the buying decision, often by helping define specifications and providing information for evaluating alternatives. </li></ul><ul><li>Deciders – People who decide on the product requirements for suppliers. </li></ul><ul><li>Approvers – People who authorize the proposed action for the deciders or buyers. </li></ul><ul><li>Buyers – People who have the formal authority to select the suppliers or information from reaching members of the buyer center. </li></ul><ul><li>Gatekeepers – People who have the power to prevent sellers or information from reaching the members of the buying center. </li></ul>
  49. 49. 3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives <ul><li>Initiators </li></ul><ul><li>Influencers </li></ul><ul><li>Deciders </li></ul><ul><li>Buyers </li></ul><ul><li>Approvers </li></ul>
  50. 50. 7. These are the people who influence the buying decision, often by helping define specifications and providing information for evaluating alternatives. <ul><li>Initiators </li></ul><ul><li>Influencers </li></ul><ul><li>Deciders </li></ul><ul><li>Buyers </li></ul><ul><li>Approvers </li></ul>Correct Answer
  51. 51. TOP 10 Learning Questions for (Chapter 8- Identifying Market Segments and Targets) Nailah P. Cristobal December 16, 2011 Marketing Management Class of Prof. Remigio Joseph De Ungria http://nailah08.blogspot.com Colorful Me
  52. 52. 8. To what particular segment does this question relate to, “What geographical area should we serve?” <ul><li>Operating Variable </li></ul><ul><li>Purchasing Approaches </li></ul><ul><li>Personal Characteristics </li></ul><ul><li>Demographic </li></ul><ul><li>Situational Factors </li></ul>http://nailah08.blogspot.com
  53. 53. 8. The business market segment that describes the industry, company size and location. <ul><li>Operating Variable </li></ul><ul><li>Purchasing Approaches </li></ul><ul><li>Personal Characteristics </li></ul><ul><li>Demographic </li></ul><ul><li>Situational Factors </li></ul>http://nailah08.blogspot.com Improved Question
  54. 54. Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors http://nailah08.blogspot.com Personal Characteristics
  55. 55. Segmenting for Business Markets Demographic http://nailah08.blogspot.com 1. Industry: Which industries should we serve? 2. Company size: What size companies should we serve? 3. Location -What geographical areas should we serve?
  56. 56. 8. To what particular segment does this question relate to, “What geographical area should we serve?” <ul><li>Operating Variable </li></ul><ul><li>Purchasing Approaches </li></ul><ul><li>Personal Characteristics </li></ul><ul><li>Demographic </li></ul><ul><li>Situational Factors </li></ul>http://nailah08.blogspot.com
  57. 57. 8. The business market segment that describes the industry, company size and location. <ul><li>Operating Variable </li></ul><ul><li>Purchasing Approaches </li></ul><ul><li>Personal Characteristics </li></ul><ul><li>Demographic </li></ul><ul><li>Situational Factors </li></ul>http://nailah08.blogspot.com Correct Answer
  58. 58. Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Chapter 9 Marketing Management, Kotler 14 th ed http://www.slideshare.net/rochedeluta
  59. 59. http://www.slideshare.net/rochedeluta 9. _______ determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value. <ul><li>Program Multiplier </li></ul><ul><li>Market Multiplier </li></ul><ul><li>Customer Multiplier </li></ul><ul><li>Shareholder Multiplier </li></ul><ul><li>None of the above. </li></ul>
  60. 60. http://www.slideshare.net/rochedeluta 9. Pertains to market dynamics, growth potential, risk profile and brand contribution. <ul><li>Program Multiplier </li></ul><ul><li>Market Multiplier </li></ul><ul><li>Customer Multiplier </li></ul><ul><li>Shareholder Multiplier </li></ul><ul><li>Product Multiplier </li></ul>Improved Question
  61. 61. http://www.slideshare.net/rochedeluta 9. The Brand Value Chain VALUE STAGES MULTIPLIERS Marketing Program Investment Brand Performance Customer Mind-Set Shareholder Value Program Multiplier Customer Multiplier Market Multiplier <ul><li>Product </li></ul><ul><li>Communications </li></ul><ul><li>Trade </li></ul><ul><li>Employee </li></ul><ul><li>Other </li></ul><ul><li>Awareness </li></ul><ul><li>Associations </li></ul><ul><li>Attitudes </li></ul><ul><li>Attachment </li></ul><ul><li>Activity </li></ul><ul><li>Price premiums </li></ul><ul><li>Price eleasticities </li></ul><ul><li>Market share </li></ul><ul><li>Expansion success </li></ul><ul><li>Cost structure </li></ul><ul><li>Profitability </li></ul><ul><li>Stock price </li></ul><ul><li>P/E ratio </li></ul><ul><li>Market capitalization </li></ul><ul><li>Clarity </li></ul><ul><li>Relevance </li></ul><ul><li>Distinctiveness </li></ul><ul><li>Consistency </li></ul><ul><li>Competitiveness reactions </li></ul><ul><li>Channel support </li></ul><ul><li>Customer size & profile </li></ul><ul><li>Market dynamics </li></ul><ul><li>Growth potential </li></ul><ul><li>Risk profile </li></ul><ul><li>Brand contribution </li></ul>
  62. 62. http://www.slideshare.net/rochedeluta Program Multiplier – determines the marketing program ability to affect the customer mind-set and is a function of the quality of the program investment. Customer Multiplier – determines the extent to which value created in the minds of customers affects market performance. Market Multiplier – determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value. 9. The Brand Value Chain
  63. 63. http://www.slideshare.net/rochedeluta 9. _______ determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value. <ul><li>Program Multiplier </li></ul><ul><li>Market Multiplier </li></ul><ul><li>Customer Multiplier </li></ul><ul><li>Shareholder Multiplier </li></ul><ul><li>None of the above. </li></ul>
  64. 64. http://www.slideshare.net/rochedeluta 9. Pertains to market dynamics, growth potential, risk profile and brand contribution. <ul><li>Program Multiplier </li></ul><ul><li>Market Multiplier </li></ul><ul><li>Customer Multiplier </li></ul><ul><li>Shareholder Multiplier </li></ul><ul><li>Product Multiplier </li></ul>Correct Answer
  65. 65. SEATWORK: 9 QUESTIONS Cat Ansay December 30, 2011 Marketing Management, Kotler 14 th ed Marketing Management Prof. Remigio Joseph De Ungria www.catansay.blogspot.com

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