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Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
Top 10 Questions : Chapter 2 : Ansay
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Top 10 Questions : Chapter 2 : Ansay

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Catherine Ansay …

Catherine Ansay
Top 10 Questions
Chapter 2

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  • 1. Top 10 Questions (Chapter #2) Catherine Ansay December 15, 2011 Chapter 2 Marketing Management, Kotler 14 th ed
  • 2.
    • _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.
    • Tactical marketing plan
    • Corporate plan
    • Business plan
    • Product plan
    • Strategic plan
  • 3. 1. Tactical Marketing Plan
  • 4. 1. Tactical Marketing Plan
    • Teams develop marketing plan with inputs and sign-offs from every important function
    • Management implements these plans at the appropriate levels of the organization, monitors results and takes necessary correction action
    • Planning at each of these four levels of the organization
  • 5.
    • _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.
    • Tactical marketing plan
    • Corporate plan
    • Business plan
    • Product plan
    • Strategic plan
  • 6.
    • The shared experiences, stories, beliefs and norms that characterize an organization.
    • Business Mission
    • Vision, Mission and Values
    • Corporate culture
    • Organizational environment
    • Corporate environment
  • 7. 2. Corporate Culture
    • Standards that govern the operation of the business
    Corporate Culture
  • 8. 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.
  • 9.
    • The shared experiences, stories, beliefs and norms that characterize an organization.
    • Business Mission
    • Vision, Mission and Values
    • Corporate culture
    • Organizational environment
    • Corporate environment
  • 10.
    • A dimension of business innovation that talks about redesigning customer interactions across all touch points and all moments of contact.
    • Supply Chain
    • Networking
    • Value Capture
    • Customers
    • Customer Experience
  • 11. 3. 12 Dimensions of Business Innovations
  • 12. 3. Customer Experience
    • Customer experience – considers everything a customer sees, hears, feels and experiences while interacting with a company at all moments
  • 13.
    • A dimension of business innovation that talks about redesigning customer interactions across all touch points and all moments of contact.
    • Supply Chain
    • Networking
    • Value Capture
    • Customers
    • Customer Experience
  • 14.
    • This business innovation dimension uses common components or building blocks to create derivative offerings.
    • Processes
    • Offerings
    • Platform
    • Presence
    • Solutions
  • 15. 4. 12 Dimensions of Business Innovations
  • 16. 4. 12 Dimensions of Business Innovations
    • Platform – set of common components, assembly methods or technologies that serve as building blocks for a portfolio of products or services
  • 17.
    • This business innovation dimension uses common components or building blocks to create derivative offerings.
    • Processes
    • Offerings
    • Platform
    • Presence
    • Solutions
  • 18.
    • _______ is an area of buyer need and interest that a company has a high probability of profitability satisfying.
    • Offerings
    • Brand
    • Success Probability
    • Marketing Opportunity
    • Opportunity Matrix
  • 19. 5. Market Opportunity
  • 20. 5. Market Opportunity
    • Newly identified need, want or demand that a firm can exploit because it is not being addressed by the competitors
    • There are several sources of Market Opportunities:
      • Supply something that is in short supply.
      • Supply an existing product in a new or superior way.
  • 21.
    • _______ is an area of buyer need and interest that a company has a high probability of profitability satisfying.
    • Offerings
    • Brand
    • Success Probability
    • Marketing Opportunity
    • Opportunity Matrix
  • 22.
    • A challenge posed by an unfavorable trend or development that would lead, in the absence of defensive marketing action, to lower sales or profit.
    • Probability of Occurrence
    • Weakness
    • Seriousness
    • Weakness & Threat
    • Environmental Threat
  • 23. 6. Threat Matrix
    • Competitor develops superior lighting system.
    • Major prolonged economic depression.
    • Higher costs.
    • Legislation to reduce number of TV studio licenses
    2 1 3 4 Profitability of Occurrence High Low High Low
  • 24. 6. Environmental Threat
    • Any factor in the market, external to the marketing organization, that has the potential to negatively impact demand for the marketer's product or service.
    • Example:
            • Entrance of new competitor
            • Merger of two competitors
            • Introduction of a new brand
            • Development of technology
            • Legislative changes
            • Social and economic trends
    • Read more : http ://www.answers.com/topic/environmental-threat#ixzz3qH3gQ9Wk
  • 25.
    • A challenge posed by an unfavorable trend or development that would lead, in the absence of defensive marketing action, to lower sales or profit.
    • Probability of Occurrence
    • Weakness
    • Seriousness
    • Weakness & Threat
    • Environmental Threat
  • 26.
    • The goal of this strategy is to achieve the lowest production and distribution costs so price can be lowered than the competitors and win a large market share.
    • Overall cost leadership
    • Product or service alliances
    • Differentiation
    • Focus
    • Pricing collaboration
  • 27. 7. Overall Cost Leadership
    • Offer relatively standardized products with features or characteristics that are acceptable to customers
      • minimum level of differentiation
      • lowest competitive price
  • 28. 7. Porters Generic Strategies
    • Overall Cost Leadership – Firms pursuing this strategy work hard to achieve the lowest production and distribution cost so they can price lower than their competitors.
    • Differentiation – The business concentrate on achieving superior performance in an important customer benefit area valued by a large part of the market.
    • Focus – Focus on one or more narrow market segment.
  • 29.
    • The goal of this strategy is to achieve the lowest production and distribution costs so price can be lowered than the competitors and win a large market share.
    • Overall cost leadership
    • Product or service alliances
    • Differentiation
    • Focus
    • Pricing collaboration
  • 30.
    • Which statement is false?
    • Philippine Airlines outsourcing ground operations to Sky Logistics is an example of service alliance.
    • The Teachers of Ateneo Graduate School of Business is an example of Service Alliance.
    • An example of logistic alliances is a distribution business for a manufacturing company.
    • Five star hotels that offer car rental services is an example of Pricing Collaborations.
    • An example of promotional alliance is the Metrobank Mabuhay Miles Credit Card.
  • 31. 8. Strategic Alliances
    • Product or Service Alliance
    • Promotional Alliances
    • Logistics Alliances
    • Priding Collaboration
  • 32. 8. Strategic Alliances
    • Product or Service Alliance – One company licenses another to produce its products, or two.
    • Promotional Alliances – One company agrees to carry a promotion for another company’s product or service.
    • Logistics Alliances – One company offers logistical services for another company’s product.
    • Pricing Collaboration – One or more companies join in a special pricing collaboration.
  • 33.
    • Which statement is false.
    • Philippine Airlines outsourcing ground operations to Sky Logistics is an example of service alliance.
    • The Teachers of Ateneo Graduate School of Business is an example of Service Alliance.
    • An example of logistic alliances is a distribution business for a manufacturing company.
    • Five star hotels that offer Travel and Tour services is an example of Pricing Collaborations.
    • An example of promotional alliance is the Metrobank Mabuhay Miles Credit Card.
  • 34.
    • Business strategy that focuses on one or more narrow market segments.
    • Differentiation
    • Overall cost leadership
    • Focus
    • Presence
    • Value Capture
  • 35. 9. Focus
    • Describes the scope over which the company should compete based on cost leadership or differentiation
  • 36.
    • Which statement is true about Strategic Business Units?
    • It is composed of several business units that can be planned separately from the rest of the company.
    • It has its own set of competitors.
    • Its managers are only responsible in strategic planning but not profit performance.
    • All of the Above
    • None of the Above
  • 37. 9. Establishing Strategic Business Units
    • A set of products or product lines
      • With clear independence from other products or product lines
      • for which a business or marketing strategy should be designed
  • 38. 9. Establishing Strategic Business Units
    • A Strategic Business Unit has Three Characteristics:
    • It is a single business, or a collection of related business, that can be planned separately from the rest of the company.
    • It has its own set of competitors.
    • It has a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profit.
  • 39.
    • Which statement is true about Strategic Business Units?
    • It is composed of several business units that can be planned separately from the rest of the company.
    • It has its own set of competitors.
    • Its managers are only responsible in strategic planning but not profit performance.
    • All of the Above
    • None of the Above
  • 40.
    • The following define the major competitive spheres within which the company will operate except ______.
    • Industry
    • Product and applications
    • Market Segment
    • All of the Above
    • None of the Above
  • 41. 10. Competitive Spheres
    • Industry
    • Products and applications
    • Competence
    • Market segment
    • Vertical
    • Geographical
  • 42. 10. Competitive Spheres
    • Industry – companies operate in only one industry
    • Products and applications – firms define the range of products and applications they supply
    • Competence – firms identify the range of technological and other core competencies they master and leverage
    • Market segment – type of market or customers companies serve
    • Vertical – number of channel levels from raw materials to final product distribution
    • Geographical – range of regions, countries or country groups in which companies operate
  • 43.
    • The following define the major competitive spheres within which the company will operate except ______.
    • Industry
    • Product and applications
    • Market Segment
    • All of the above
    • None of the above
  • 44. Top 10 Questions (Chapter #2) Catherine Ansay December 15, 2011 Chapter 2 Marketing Management, Kotler 14 th ed

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