SEATWORK: 9 QUESTIONS Cat Ansay  December 30, 2011 Marketing Management, Kotler 14 th  ed Marketing Management Prof. Remig...
TOP 10 Learning Questions for (Chapter #1) Paul Abigan December 15, 2011 Chapter 1 21 st  Century Marketing, Abigan
1. Which of the 4 P ’s does “Features” or having certain characteristics <ul><li>Price </li></ul><ul><li>Place </li></ul><...
1. A marketing mix “P” that describes sales promotion, advertising and sales force. <ul><li>Price </li></ul><ul><li>Place ...
The Marketing Mix 4 P ’s
“ PRODUCT” refers to everything related to improving or differentiating the product. <ul><li>Anything about quality, perfo...
1. Which of the 4 P ’s does “Features” or having certain characteristics <ul><li>Price </li></ul><ul><li>Place </li></ul><...
1. A marketing mix “P” that describes sales promotion, advertising and sales force. <ul><li>Price </li></ul><ul><li>Place ...
Top 10 Questions (Chapter #2) Catherine Ansay December 15, 2011 Chapter 2 Marketing Management, Kotler 14 th  ed
<ul><li>The shared experiences, stories, beliefs and norms that characterize an organization. </li></ul><ul><li>Business M...
<ul><li>This concept talks about the corporation’s processes, systems organizational structure, ritual & routines and stor...
2. Corporate Culture <ul><li>Standards that govern the operation of the business </li></ul>Corporate Culture
2. Corporate Culture <ul><li>Corporate culture defined as the shared experience, stories, beliefs and norms that character...
<ul><li>The shared experiences, stories, beliefs and norms that characterize an organization. </li></ul><ul><li>Business M...
<ul><li>This concept talks about the corporation’s processes, systems organizational structure, ritual & routines and stor...
TOP 10 Learning Questions for Chapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 201...
1. A _________ relies on internal company records, marketing intelligence activities and marketing research. <ul><li>Marke...
3. This consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely an...
What is Marketing Information System (MIS)?  <ul><li>Marketing Information System (MIS) – consists of people, equipment, a...
The company Management Information System (MIS) should be cross between what managers think they need, what they really ne...
1. A _________ relies on internal company records, marketing intelligence activities and marketing research. <ul><li>Marke...
3. This consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely an...
TOP 10 Learning Questions for Ch 4: Conducting  Marketing Research and Forecasting Demand Ma Alexandria Bulaon December 16...
4. The following are research approach except: <ul><li>Experimentation </li></ul><ul><li>Observation </li></ul><ul><li>Sur...
4. A group of researchers collecting data by means of distributing questionnaires to get their respondents ’  preferences ...
Research Approaches <ul><li>Research approach is the method of collecting data </li></ul><ul><li>Internet surfing has a lo...
Research Approaches <ul><li>Observation –  act of noting and recording something </li></ul><ul><li>Ethnographic –  a syste...
4. The following are research approach except: <ul><li>Experimentation </li></ul><ul><li>Observation </li></ul><ul><li>Sur...
4. A group of researchers collecting data by means of distributing questionnaires to get their respondents ’  preferences ...
5. The following are contact methods except: <ul><li>Text Interview </li></ul><ul><li>Telephone Interview </li></ul><ul><l...
5. It is a kind of interview wherein the interviewer and the interviewee have a face-to-face contact or interaction. <ul><...
Contact Methods
Contact Methods <ul><li>Mail Questionnaire – </li></ul><ul><li>planned set of questions used to collect data </li></ul><ul...
Interview <ul><li>An interview is a conversation between two people (the interviewer and the interviewee) where questions ...
5. The following are contact methods except: <ul><li>Text Interview </li></ul><ul><li>Telephone Interview </li></ul><ul><l...
5. It is a kind of interview wherein the interviewer and the interviewee have a face-to-face contact or interaction. <ul><...
TOP 10 Learning Questions for Chapter 6: Analyzing Consumer Markets   Jem Caraig December 16, 2011 For use  in the Marketi...
6. Before a man seeks security of property or of morality, he needs to satisfy his need for food, shelter and water first....
6. This theory proposes that people are motivated by multiple needs and that these needs exist in a hierarchical order. <u...
Motivation 23 http://jemcaraig.blogspot.com MASLOW ’ S  HIERARCHY OF NEEDS Behavior is driven by lowest, unmet need HERBER...
Maslow ’ s Theory 24 Maslow ’ s  Hierarchy of Needs Behavior is  driven by lowest,  unmet need http://jemcaraig.blogspot.com
6. Before a man seeks security of property or of morality, he needs to satisfy his need for food, shelter and water first....
6. This theory proposes that people are motivated by multiple needs and that these needs exist in a hierarchical order. <u...
Top 10 Questions for (Chapter #7) Marika Chavez December 15, 2011 Chapter 7 Marketing Management, Kotler 14 th  ed
3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives ...
7. These are the people who influence the buying decision, often by helping define specifications and providing informatio...
3. The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
3. The Buying Center <ul><li>Initiators  –Uses other organization who request that something be purchased. </li></ul><ul><...
3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives ...
7. These are the people who influence the buying decision, often by helping define specifications and providing informatio...
TOP 10 Learning Questions for (Chapter 8- Identifying Market Segments and Targets)  Nailah P. Cristobal December 16, 2011 ...
8. To what particular segment does this question relate to,  “What geographical area should we serve?”   <ul><li>Operating...
8. The business market segment that describes the industry, company size and location.  <ul><li>Operating Variable </li></...
Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors http://nailah08.b...
Segmenting for Business Markets Demographic http://nailah08.blogspot.com 1. Industry: Which industries should we serve?  2...
8. To what particular segment does this question relate to,  “What geographical area should we serve?”   <ul><li>Operating...
8. The business market segment that describes the industry, company size and location.  <ul><li>Operating Variable </li></...
Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. ...
http://www.slideshare.net/rochedeluta 9. _______ determines the extent to which the value shown by the market performance ...
http://www.slideshare.net/rochedeluta 9. Pertains to market dynamics, growth potential, risk profile and brand contributio...
http://www.slideshare.net/rochedeluta 9. The Brand Value Chain  VALUE STAGES MULTIPLIERS Marketing Program  Investment Bra...
http://www.slideshare.net/rochedeluta Program Multiplier –  determines the marketing program ability to affect the custome...
http://www.slideshare.net/rochedeluta 9. _______ determines the extent to which the value shown by the market performance ...
http://www.slideshare.net/rochedeluta 9. Pertains to market dynamics, growth potential, risk profile and brand contributio...
SEATWORK: 9 QUESTIONS Cat Ansay  December 30, 2011 Marketing Management, Kotler 14 th  ed Marketing Management Prof. Remig...
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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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