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  • 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. TOP 10 Learning Questions for (Chapter #1) Paul Abigan December 15, 2011 Chapter 1 21 st Century Marketing, Abigan
  • 3. 1. Which of the 4 P ’s does “Features” or having certain characteristics
    • Price
    • Place
    • Product
    • Packaging
    • Promotion
  • 4. 1. A marketing mix “P” that describes sales promotion, advertising and sales force.
    • Price
    • Place
    • Product
    • Packaging
    • Promotion
    Improved Question
  • 5. The Marketing Mix 4 P ’s
  • 6. “ PRODUCT” refers to everything related to improving or differentiating the product.
    • Anything about quality, performance or innovation refers to product superiority!
  • 7. 1. Which of the 4 P ’s does “Features” or having certain characteristics
    • Price
    • Place
    • Product
    • Packaging
    • Promotion
  • 8. 1. A marketing mix “P” that describes sales promotion, advertising and sales force.
    • Price
    • Place
    • Product
    • Packaging
    • Promotion
    Correct Answer
  • 9. Top 10 Questions (Chapter #2) Catherine Ansay December 15, 2011 Chapter 2 Marketing Management, Kotler 14 th ed
  • 10.
    • The shared experiences, stories, beliefs and norms that characterize an organization.
    • Business Mission
    • Vision, Mission and Values
    • Corporate culture
    • Organizational environment
    • Corporate environment
  • 11.
    • This concept talks about the corporation’s processes, systems organizational structure, ritual & routines and stories & symbols.
    • Business Mission
    • Vision, Mission and Values
    • Corporate culture
    • Organizational environment
    • Corporate environment
    Improved Question
  • 12. 2. Corporate Culture
    • Standards that govern the operation of the business
    Corporate Culture
  • 13. 2. Corporate Culture
    • Corporate culture defined as the shared experience, stories, beliefs and norms that characterize an organization.
    • A customer-centric culture can affect all aspects of an organization.
  • 14.
    • The shared experiences, stories, beliefs and norms that characterize an organization.
    • Business Mission
    • Vision, Mission and Values
    • Corporate culture
    • Organizational environment
    • Corporate environment
  • 15.
    • This concept talks about the corporation’s processes, systems organizational structure, ritual & routines and stories & symbols.
    • Business Mission
    • Vision, Mission and Values
    • Corporate culture
    • Organizational environment
    • Corporate environment
    Correct Answer
  • 16. TOP 10 Learning Questions for Chapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 2011 www.danielberroya.blogspot.com
  • 17. 1. A _________ relies on internal company records, marketing intelligence activities and marketing research.
    • Marketing Research System
    • Marketing Decision Support System
    • Marketing Information System
    • Marketing Intelligence System
    • None of the Above
    www.danielberroya.blogspot.com
  • 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
    • Marketing Research System
    • Marketing Decision Support System
    • Marketing Information System
    • Marketing Intelligence System
    • None of the Above
    www.danielberroya.blogspot.com Improved Question
  • 19. What is Marketing Information System (MIS)?
    • 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.
    www.danielberroya.blogspot.com
  • 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
    • Answers all the “ WHAT ” of the company goals and strategies.
    • Substantial information for decision making
    • Special studies
    • Analysis programs
    • Helpful improvements
    • Periodical reports
  • 21. 1. A _________ relies on internal company records, marketing intelligence activities and marketing research.
    • Marketing Research System
    • Marketing Decision Support System
    • Marketing Information System
    • Marketing Intelligence System
    • None of the Above
    www.danielberroya.blogspot.com
  • 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
    • Marketing Research System
    • Marketing Decision Support System
    • Marketing Information System
    • Marketing Intelligence System
    • None of the Above
    www.danielberroya.blogspot.com Correct Answer
  • 23. TOP 10 Learning Questions for Ch 4: Conducting Marketing Research and Forecasting Demand Ma Alexandria Bulaon December 16, 2011
  • 24. 4. The following are research approach except:
    • Experimentation
    • Observation
    • Survey
    • Data Gathering
    • Ethnographic
  • 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?
    • Experimentation
    • Observation
    • Survey
    • Data Gathering
    • Ethnographic
    Improved Question
  • 26. Research Approaches
    • Research approach is the method of collecting data
    • Internet surfing has a lot of uses and does not necessarily mean that the user is collecting data
  • 27. Research Approaches
    • Observation – act of noting and recording something
    • Ethnographic – a systematic market research observing customers in their own environment using products and services
    • Focus Group – provide accurate information
    • Survey – a questionnaire used to gather data about consumer attitudes or behavior
    • Behavioral Data – Information employed in marketing for designing promotional campaigns based on consumers' buying habits, brand preferences, and product usage
    • Experimentation – methodical procedure carried out with the goal of verifying
  • 28. 4. The following are research approach except:
    • Experimentation
    • Observation
    • Survey
    • Data Gathering
    • Ethnographic
  • 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?
    • Experimentation
    • Observation
    • Survey
    • Data Gathering
    • Ethnographic
    Correct Answer
  • 30. 5. The following are contact methods except:
    • Text Interview
    • Telephone Interview
    • Personal Interview
    • Mail Questionnaire
    • Online Interview
  • 31. 5. It is a kind of interview wherein the interviewer and the interviewee have a face-to-face contact or interaction.
    • Text Interview
    • Telephone Interview
    • Personal Interview
    • Mail Questionnaire
    • Online Interview
    Improved Question
  • 32. Contact Methods
  • 33. Contact Methods
    • Mail Questionnaire –
    • planned set of questions used to collect data
    • Telephone Interview –
    • an interview conducted over the telephone
    • Personal Interview –
    • face-to-face contact with individuals
    • Online Interview –
    • There are different forms of online interviews: synchronous online interviews (for example via chat technology) and asynchronous online interviews (for example via email).
  • 34. Interview
    • 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.
    • There ’ s no such thing as text interview.
  • 35. 5. The following are contact methods except:
    • Text Interview
    • Telephone Interview
    • Personal Interview
    • Mail Questionnaire
    • Online Interview
  • 36. 5. It is a kind of interview wherein the interviewer and the interviewee have a face-to-face contact or interaction.
    • Text Interview
    • Telephone Interview
    • Personal Interview
    • Mail Questionnaire
    • Online Interview
    Correct Answer
  • 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. 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?
    • Herzberg’s Theory
    • Maslow’s Theory
    • Chrysler’s Theory
    • Freud’s Theory
    • Lohas’ Theory
    http://jemcaraig.blogspot.com
  • 39. 6. This theory proposes that people are motivated by multiple needs and that these needs exist in a hierarchical order.
    • Herzberg’s Theory
    • Maslow’s Theory
    • Chrysler’s Theory
    • Freud’s Theory
    • Lohas’ Theory
    http://jemcaraig.blogspot.com Improved Question
  • 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. Maslow ’ s Theory 24 Maslow ’ s Hierarchy of Needs Behavior is driven by lowest, unmet need http://jemcaraig.blogspot.com
  • 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?
    • Herzberg’s Theory
    • Maslow’s Theory
    • Chrysler’s Theory
    • Freud’s Theory
    • Lohas’ Theory
    http://jemcaraig.blogspot.com
  • 43. 6. This theory proposes that people are motivated by multiple needs and that these needs exist in a hierarchical order.
    • Herzberg’s Theory
    • Maslow’s Theory
    • Chrysler’s Theory
    • Freud’s Theory
    • Lohas’ Theory
    http://jemcaraig.blogspot.com Correct Answer
  • 44. Top 10 Questions for (Chapter #7) Marika Chavez December 15, 2011 Chapter 7 Marketing Management, Kotler 14 th ed
  • 45. 3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives
    • Initiators
    • Influencers
    • Deciders
    • Buyers
    • Approvers
  • 46. 7. These are the people who influence the buying decision, often by helping define specifications and providing information for evaluating alternatives.
    • Initiators
    • Influencers
    • Deciders
    • Buyers
    • Approvers
    Improved Question
  • 47. 3. The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
  • 48. 3. The Buying Center
    • Initiators –Uses other organization who request that something be purchased.
    • Users – Those who will use the product or service.
    • Influencers – People who influence the the buying decision, often by helping define specifications and providing information for evaluating alternatives.
    • Deciders – People who decide on the product requirements for suppliers.
    • Approvers – People who authorize the proposed action for the deciders or buyers.
    • Buyers – People who have the formal authority to select the suppliers or information from reaching members of the buyer center.
    • Gatekeepers – People who have the power to prevent sellers or information from reaching the members of the buying center.
  • 49. 3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives
    • Initiators
    • Influencers
    • Deciders
    • Buyers
    • Approvers
  • 50. 7. These are the people who influence the buying decision, often by helping define specifications and providing information for evaluating alternatives.
    • Initiators
    • Influencers
    • Deciders
    • Buyers
    • Approvers
    Correct Answer
  • 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. 8. To what particular segment does this question relate to, “What geographical area should we serve?”
    • Operating Variable
    • Purchasing Approaches
    • Personal Characteristics
    • Demographic
    • Situational Factors
    http://nailah08.blogspot.com
  • 53. 8. The business market segment that describes the industry, company size and location.
    • Operating Variable
    • Purchasing Approaches
    • Personal Characteristics
    • Demographic
    • Situational Factors
    http://nailah08.blogspot.com Improved Question
  • 54. Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors http://nailah08.blogspot.com Personal Characteristics
  • 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. 8. To what particular segment does this question relate to, “What geographical area should we serve?”
    • Operating Variable
    • Purchasing Approaches
    • Personal Characteristics
    • Demographic
    • Situational Factors
    http://nailah08.blogspot.com
  • 57. 8. The business market segment that describes the industry, company size and location.
    • Operating Variable
    • Purchasing Approaches
    • Personal Characteristics
    • Demographic
    • Situational Factors
    http://nailah08.blogspot.com Correct Answer
  • 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. 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.
    • Program Multiplier
    • Market Multiplier
    • Customer Multiplier
    • Shareholder Multiplier
    • None of the above.
  • 60. http://www.slideshare.net/rochedeluta 9. Pertains to market dynamics, growth potential, risk profile and brand contribution.
    • Program Multiplier
    • Market Multiplier
    • Customer Multiplier
    • Shareholder Multiplier
    • Product Multiplier
    Improved Question
  • 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
    • Product
    • Communications
    • Trade
    • Employee
    • Other
    • Awareness
    • Associations
    • Attitudes
    • Attachment
    • Activity
    • Price premiums
    • Price eleasticities
    • Market share
    • Expansion success
    • Cost structure
    • Profitability
    • Stock price
    • P/E ratio
    • Market capitalization
    • Clarity
    • Relevance
    • Distinctiveness
    • Consistency
    • Competitiveness reactions
    • Channel support
    • Customer size & profile
    • Market dynamics
    • Growth potential
    • Risk profile
    • Brand contribution
  • 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. 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.
    • Program Multiplier
    • Market Multiplier
    • Customer Multiplier
    • Shareholder Multiplier
    • None of the above.
  • 64. http://www.slideshare.net/rochedeluta 9. Pertains to market dynamics, growth potential, risk profile and brand contribution.
    • Program Multiplier
    • Market Multiplier
    • Customer Multiplier
    • Shareholder Multiplier
    • Product Multiplier
    Correct Answer
  • 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