TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st  Century Ria Abendan / Ivy Villamor April 2011
9. Which of the following does not describes a company orientation: <ul><li>People </li></ul><ul><li>Product </li></ul><ul...
9. Which of the following is not a company orientation: <ul><li>People </li></ul><ul><li>Product </li></ul><ul><li>Marketi...
9. Which of the following does not describe focus of company orientations: <ul><li>employee trainings, continuous learning...
There are 4 Types of Company Orientations   Production Marketing Product Selling Company Orientations
Production Concept – customers want products that are available and inexpensive  Production <ul><li>Focus is on production...
Product Concept – customers want products that offer the highest quality and performance  Product <ul><li>Focus is on qual...
Selling Concept – consumers, if left alone, will not buy Selling <ul><li>Focus is for company to sell what they make </li>...
Marketing Concept – finding the right products for your customers Marketing <ul><li>Focus is on finding the right products...
9. Which of the following does not describe focus of company orientations: <ul><li>employee trainings, continuous learning...
10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada /  Ivy Villamor April 15, 2011...
2. What level of marketing that focuses on the content of the marketing message.  <ul><li>Strategic  </li></ul><ul><li>Seg...
2. What level of marketing that focuses on the content of the marketing message.  <ul><li>Strategic  </li></ul><ul><li>Seg...
10/73 www.stevenandrada.blogspot.com Revised 2. The following are components of Marketing Plan on a Tactics Level where th...
Levels of a Marketing Plan <ul><ul><li>Strategic </li></ul></ul><ul><ul><li>Tactical </li></ul></ul>11/73 www.stevenandrad...
<ul><li>Strategic Level </li></ul>12/73 www.stevenandrada.blogspot.com It's the content of your marketing message. Questio...
Examples 13/73 www.stevenandrada.blogspot.com <ul><li>What you Say? </li></ul><ul><li>How you Say it? </li></ul><ul><li>Wh...
It's the medium your message is delivered in. <ul><li>Tactical Level  </li></ul>14/73 www.stevenandrada.blogspot.com Quest...
Examples 15/73 www.stevenandrada.blogspot.com Tactical Marketing <ul><li>Placing ads </li></ul><ul><li>Creating brochures ...
2. The following are components of Tactics Level of a Marketing Plan which stands as the medium the message is delivered i...
/ Ivy Villamor
Original
<ul><li>To have lower prices than the competition </li></ul><ul><li>Product or service that offers unique attributes </li>...
 
 
 
 
<ul><li>To have lower prices than the competition </li></ul><ul><li>Product or service that offers unique attributes </li>...
Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Ivy A. Villamor April 2011 http://kavel...
6. One of the emerging trends in the business sector is an increase in _____ sector activity  http://kavellana.blogspot.co...
6. The following are emerging trends in the business sector, except: http://kavellana.blogspot.com <ul><li>Increases in pu...
http://kavellana.blogspot.com <ul><li>Increases in public-sector activity </li></ul>Some Emerging Business Trends
Some Emerging Business Trends http://kavellana.blogspot.com <ul><li>Changes in consumer landscape </li></ul>
Some Emerging Business Trends http://kavellana.blogspot.com <ul><li>Technological connectivity </li></ul>
Emerging Business Trends http://kavellana.blogspot.com <ul><li>Increase in demand for natural resources </li></ul>
Emerging Business Trends http://kavellana.blogspot.com <ul><li>Emergence of new global industry structures </li></ul>
Emerging Business Trends http://kavellana.blogspot.com <ul><li>Ubiquitous access to information </li></ul>
6. The following are emerging trends in the business sector, except: http://kavellana.blogspot.com <ul><li>Increases in pu...
TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Ivy Villamor ...
#9: “ What does the Rolex name mean to you?” is  an example of  ___  <ul><li>A. Brand personification </li></ul><ul><li>B....
#9: Which of the following is not a qualitative measure of research? <ul><li>A. Ask subjects what words come to mind when ...
Concept: Qualitative Techniques What are the qualitative measures to understand consumer’s mind? <ul><li>Word Association ...
Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
Projective techniques: Give incomplete /ambiguous stimulus and ask them to make sense of it
Laddering: A series of more specific  “why” questions to reveal consumer’s abstract goals!
Visualization: Creating collage from magazine to depict perceptions
Brand Personification: Ask subjects what kind of person they think of when  the brand is mentioned..
Concept: Quantitative Techniques What are the types of samples in order to generate primary data? <ul><li>Probability Samp...
In stratified random sample, the population is divided into mutually exclusive groups and random samples are drawn from ea...
#9: Which of the following is not a qualitative measure of research? <ul><li>A. Ask subjects what words come to mind when ...
TOP 10 Learning Questions for Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Ivy A...
9. Which among the five are the factors to increase customer value? <ul><li>Making Low Profit Customers more profitable </...
9. The following are the five factors which increase customer value, except <ul><li>Making Low Profit Customers more profi...
Concept 7:  Increase Customer Value http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. R...
9. The following are the five factors which increase customer value, except <ul><li>Making Low Profit Customers more profi...
Analyzing Consumer Markets Rustie M. Fidel / Ivy Villamor April 15, 2011 Top 10 Learning Questions for  Chapter 06 : http:...
<ul><li>Research </li></ul><ul><li>Evaluation </li></ul><ul><li>Random Choose </li></ul><ul><li>Purchase Decision </li></u...
<ul><li>Product advertisement, research, cost-benefit analysis, purchase, feedback </li></ul><ul><li>Plan what to buy, com...
Concept # 9 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Post Purchase beha...
<ul><li>Product advertisement, research, cost-benefit analysis, purchase, feedback </li></ul><ul><li>Plan what to buy, com...
TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon /  Ivy Villamor  15 April 2011
7. Frederick Herzberg determined that behavior was determined by motivation and ______ factors?  <ul><li>A. animalistic </...
7. Which of the following does not describe “Motivation” <ul><li>A. Behavior guided by subconscious motivations </li></ul>...
Motivation Freud:  Behavior guided by subconscious motivations Maslow:  Behavior driven by lowest unmet need Herzberg:  Be...
7. Which of the following does not describe “Motivation” <ul><li>A. Behavior guided by subconscious motivations </li></ul>...
/ Ivy A. Villamor
Original
The following are buying situations, except: <ul><li>Reorder supplies on a routine basis </li></ul><ul><li>Buyers modifies...
 
The following are buying situations, except: <ul><li>Reorder supplies on a routine basis </li></ul><ul><li>Buyers modifies...
http://sheilanorturingan.blogspot.com Chapter 8 Identifying Market Segments &Targets Sheilanor C. Turingan / Ivy Villamor ...
3. Effective market segmentation must have the following criteria, except: <ul><li>Measurable </li></ul><ul><li>Universal ...
3. Effective market segmentation must have the following criteria, except: http://sheilanorturingan.blogspot.com Revised <...
http://sheilanorturingan.blogspot.com 5 Criteria for effective market segmentation <ul><li>The size and characteristics of...
3. Effective market segmentation must have the following criteria, except: http://sheilanorturingan.blogspot.com Revised <...
TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan / Ivy A. Villamor April 2011 http://taeyangxinyi.blog...
10. Which of the following is not a role on a brand portfolio?  <ul><li>Cash Cows </li></ul><ul><li>Flankers </li></ul><ul...
10. The following are brand roles on a brand portfolio, except:  <ul><li>Brands that are able to hold on to enough custome...
Brand Roles on a Brand Portfolio What brand type is the product? 40 http://taeyangxinyi.blogspot.com From Philip Kotler’s,...
Niche is a type of market segmentation, not a role on a brand portfolio 41 http://taeyangxinyi.blogspot.com From Philip Ko...
10. The following are brand roles on a brand portfolio, except:  <ul><li>Brands that are able to hold on to enough custome...
/ Ivy A. Villamor
Original
The following describes Market Evolution Stages, except: Revised <ul><li>When product sells well, the firm enters the mark...
http://ph.linkedin.com/in/francisbensoncabehugo   Original / Ivy Villamor
http://ph.linkedin.com/in/francisbensoncabehugo   Original
http://ph.linkedin.com/in/francisbensoncabehugo   Original
9.  The following are ways of identifying primary competitors, except: <ul><li>Number of sellers and differentiation degre...
http://ph.linkedin.com/in/francisbensoncabehugo
9.  The following are ways of identifying primary competitors, except: <ul><li>Number of sellers and differentiation degre...
Chapter 12: Ivy A. Villamor’s Chapter
/ Ivy A. Villamor
Original
3. The following are characteristics of a Service, except: Revised <ul><li>No physical form </li></ul><ul><li>Indivisible ...
3. The following are characteristics of a Service, except: Revised <ul><li>No physical form </li></ul><ul><li>Indivisible ...
TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza / Ivy Villamor April 15, 2011 megh...
6. The quicker recovery of the Philippines from the 1997 Asian Financial Crisis  among  other Asian countries can be an ex...
6. In times of Financial Crisis what kind of MARKET OFFERING GOAL is suits best the market condition? <ul><li>Set producti...
Setting Price STEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING meghanngettingthere.blo...
In times of crisis, companies focus on one goal and resort to strategies that stabilize their business and keep them afloa...
6. In times of Financial Crisis what kind of MARKET OFFERING GOAL is suits best the market condition? <ul><li>Set producti...
TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. / Ivy ...
1. Which is considered to be a “push” strategy? <ul><li>A.  Happee toothpaste brand doing a “trade in/swap” of your old to...
1. Which of the following is false about marketing channels? <ul><li>Push strategy are i ntermediaries / executions that c...
Concept 1:  Importance & Development of Channels  http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 1...
Concept 1:  Importance & Development of Channels  http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 1...
<ul><li>Push strategy are i ntermediaries / executions that carry, promote, advocate or sell to end users </li></ul><ul><l...
/ Ivy A. Villamor
Original
1. Which of the following does not exemplify Levels of Service of the following: <ul><li>In 7-11 , customer serves himself...
1. Which of the following does not exemplify Levels of Service of the following: <ul><li>In 7-11 , customer serves himself...
TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar / Ivy A. V...
9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Sales Prom...
9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Giving fre...
Sales Promotion:   -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com
Sales Promotion: Tools used to draw a stronger  and quicker buyer response.   -Coupons -Contests -Premiums http://jankenne...
9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Giving fre...
  Chapter 17 Designing and Managing Integrated Marketing Yang Zhao / Ivy Villamor Apr. 5.2011 http://zhaointote.blogspot.c...
6. In percentage-of-sale Method, what kind of condition NOT being to considered? <ul><li>Completely Ignores the role of pr...
6. Which of the following is an advantage of percentage-of-sale Method? <ul><li>Does not heavily rely on the role of promo...
Percentage-of-Sales Method <ul><li>Supporters of the percentage-of-sales method see a number of advantages.  </li></ul><ul...
Total Marketing Communication target <ul><li>A.  Affordable Method </li></ul><ul><li>Completely Ignores the role of promot...
6. Which of the following is an advantage of percentage-of-sale Method? <ul><li>Does not heavily rely on the role of promo...
TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Ivy Villamor April 14, 2011...
7. Which  of the following refers to any paid form of nonpersonal presentation & promotion of ideas, goods or services by ...
7. Which  of the following is not an example of Mass Communication tools? <ul><li>Buy a cup of latte and get the next cup ...
<ul><li>Public relations  </li></ul><ul><li>- maintaining public image for the business </li></ul><ul><li>a. speaking at c...
<ul><li>Events and experiences </li></ul><ul><li>- becoming part of relevant </li></ul><ul><li>  moments </li></ul>Mass Co...
<ul><li>Advertising </li></ul><ul><li>- persuading an audience to  </li></ul><ul><li>purchase or take some action on: </li...
<ul><li>Sales promotions </li></ul><ul><li>- providing incentives to customers </li></ul><ul><li>to stimulate immediate sa...
7. Which  of the following is not an example of Mass Communication tools? <ul><li>Buy a cup of latte and get the next cup ...
/ Ivy A. Villamor
Original
3. What is the RFM Formula for selecting prospect customers? <ul><li>Reduction, Frequency, Mobility </li></ul><ul><li>Redu...
3. What is the RFM Formula for selecting prospect customers? <ul><li>Reduction, Frequency, Mobility </li></ul><ul><li>Redu...
 
Original
3. The following are ways how can products fail, except: <ul><li>Few ways left to improve products </li></ul><ul><li>Short...
 
 
 
 
3. The following are ways how can products fail, except: <ul><li>Few ways left to improve products </li></ul><ul><li>Short...
TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. /  Ivy Villamor April 14, 2011 www.lee...
<ul><li>Person’s outmost responsibility/duty is to one’s self and immediate family not to the whole community </li></ul><u...
5. A cultural dimension where high power distance cultures tend to be less egalitarian. <ul><li>High vs. low avoidance </l...
Cultural Dimensions www.leeaizabelsandel.blogspot.com Individualism vs. Collectivism High vs. Low Power Distance Masculine...
Cultural Dimensions www.leeaizabelsandel.blogspot.com Individualism vs. Collectivism High vs. Low Power Distance Masculine...
5. The following exemplifies cultural dimensions except <ul><li>Person’s outmost responsibility/duty is to one’s self and ...
TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / ...
5. Which of the slogans below would give Nestle’s MILO the best Social Marketing Responsibility example by following the S...
5. The following are basic steps in the Social Planning Marketing Process, except: <ul><li>Where are we?  </li></ul><ul><l...
Effective  Internal  Marketing includes SOCIAL RESPONSIBILITY MARKETING  miralynnserrano.blogspot.com Choosing the right  ...
Effective  Internal  Marketing follows a SOCIAL MARKETING PLANNING PROCESS miralynnserrano.blogspot.com A ) Where are we? ...
following the process will give the right SOCIAL RESPONSIBILITY MARKETING for your company miralynnserrano.blogspot.com
5. The following are basic steps in the Social Planning Marketing Process, except: <ul><li>Where are we?  </li></ul><ul><l...
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Top 10 Improved Learning Questions by Ivy Villamor

  1. 1. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan / Ivy Villamor April 2011
  2. 2. 9. Which of the following does not describes a company orientation: <ul><li>People </li></ul><ul><li>Product </li></ul><ul><li>Marketing </li></ul><ul><li>Production </li></ul><ul><li>for company to sell what they make </li></ul>Original
  3. 3. 9. Which of the following is not a company orientation: <ul><li>People </li></ul><ul><li>Product </li></ul><ul><li>Marketing </li></ul><ul><li>Production </li></ul><ul><li>Selling </li></ul>
  4. 4. 9. Which of the following does not describe focus of company orientations: <ul><li>employee trainings, continuous learning, and promotions </li></ul><ul><li>production efficiency, low cost and mass distribution </li></ul><ul><li>finding the right products for customers through research </li></ul><ul><li>quality, performance and continuous innovation </li></ul><ul><li>selling what company makes which usually applies to unsought goods </li></ul>Revised
  5. 5. There are 4 Types of Company Orientations Production Marketing Product Selling Company Orientations
  6. 6. Production Concept – customers want products that are available and inexpensive Production <ul><li>Focus is on production efficiency, low cost and mass distribution </li></ul>
  7. 7. Product Concept – customers want products that offer the highest quality and performance Product <ul><li>Focus is on quality, performance and continuous innovation </li></ul>
  8. 8. Selling Concept – consumers, if left alone, will not buy Selling <ul><li>Focus is for company to sell what they make </li></ul><ul><li>Applies mostly to unsought goods </li></ul><ul><li>Example: cemetery plots </li></ul>
  9. 9. Marketing Concept – finding the right products for your customers Marketing <ul><li>Focus is on finding the right products for customers through research </li></ul>
  10. 10. 9. Which of the following does not describe focus of company orientations: <ul><li>employee trainings, continuous learning, and promotions - which pertains to people </li></ul><ul><li>production efficiency, low cost and mass distribution </li></ul><ul><li>finding the right products for customers through research </li></ul><ul><li>quality, performance and continuous innovation </li></ul><ul><li>selling what company makes which usually applies to unsought goods </li></ul>
  11. 11. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Ivy Villamor April 15, 2011 www.stevenandrada.blogspot.com 1/73
  12. 12. 2. What level of marketing that focuses on the content of the marketing message. <ul><li>Strategic </li></ul><ul><li>Segmentation </li></ul><ul><li>Tactical </li></ul><ul><li>Market intelligence </li></ul><ul><li>None of the above </li></ul>16/73 www.stevenandrada.blogspot.com Original
  13. 13. 2. What level of marketing that focuses on the content of the marketing message. <ul><li>Strategic </li></ul><ul><li>Segmentation </li></ul><ul><li>Tactical </li></ul><ul><li>Market intelligence </li></ul><ul><li>None of the above </li></ul>16/73 www.stevenandrada.blogspot.com Original
  14. 14. 10/73 www.stevenandrada.blogspot.com Revised 2. The following are components of Marketing Plan on a Tactics Level where the medium the message is delivered in, except: <ul><li>Promotion </li></ul><ul><li>Sales channels </li></ul><ul><li>Product Features </li></ul><ul><li>Value </li></ul><ul><li>Pricing </li></ul><ul><li>None of the above </li></ul>
  15. 15. Levels of a Marketing Plan <ul><ul><li>Strategic </li></ul></ul><ul><ul><li>Tactical </li></ul></ul>11/73 www.stevenandrada.blogspot.com
  16. 16. <ul><li>Strategic Level </li></ul>12/73 www.stevenandrada.blogspot.com It's the content of your marketing message. Question 2:
  17. 17. Examples 13/73 www.stevenandrada.blogspot.com <ul><li>What you Say? </li></ul><ul><li>How you Say it? </li></ul><ul><li>Who you Say it To? </li></ul>Strategic Marketing Question 2:
  18. 18. It's the medium your message is delivered in. <ul><li>Tactical Level </li></ul>14/73 www.stevenandrada.blogspot.com Question 2:
  19. 19. Examples 15/73 www.stevenandrada.blogspot.com Tactical Marketing <ul><li>Placing ads </li></ul><ul><li>Creating brochures </li></ul><ul><li>Sending out mailers </li></ul><ul><li>Attending trade shows </li></ul>Question 2:
  20. 20. 2. The following are components of Tactics Level of a Marketing Plan which stands as the medium the message is delivered in, except: <ul><li>Promotion </li></ul><ul><li>Sales channels </li></ul><ul><li>Product Features </li></ul><ul><li>Value Preposition – Strategic MP Level </li></ul><ul><li>Pricing </li></ul><ul><li>None of the above </li></ul>10/73 www.stevenandrada.blogspot.com Revised
  21. 21. / Ivy Villamor
  22. 22. Original
  23. 23. <ul><li>To have lower prices than the competition </li></ul><ul><li>Product or service that offers unique attributes </li></ul><ul><li>Concentrates on meeting specialized needs of its customers </li></ul><ul><li>Only one is true </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>9. The following describes Porter’s 3 Generic Market Strategies, except: Revised
  24. 28. <ul><li>To have lower prices than the competition </li></ul><ul><li>Product or service that offers unique attributes </li></ul><ul><li>Concentrates on meeting specialized needs of its customers </li></ul><ul><li>Only one is true </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>9. The following describes Porter’s 3 Generic Market Strategies, except: Revised
  25. 29. Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Ivy A. Villamor April 2011 http://kavellana.blogspot.com TOP 10 Learning Questions for
  26. 30. 6. One of the emerging trends in the business sector is an increase in _____ sector activity http://kavellana.blogspot.com <ul><li>Private </li></ul><ul><li>Public </li></ul><ul><li>Same </li></ul><ul><li>International </li></ul><ul><li>None of the above </li></ul>Original
  27. 31. 6. The following are emerging trends in the business sector, except: http://kavellana.blogspot.com <ul><li>Increases in public-sector activity </li></ul><ul><li>Changes in consumer landscape </li></ul><ul><li>Technological connectivity </li></ul><ul><li>Increase in demand for natural resources </li></ul><ul><li>Emergence of new global industry structures </li></ul><ul><li>Ubiquitous access to information </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>Revised
  28. 32. http://kavellana.blogspot.com <ul><li>Increases in public-sector activity </li></ul>Some Emerging Business Trends
  29. 33. Some Emerging Business Trends http://kavellana.blogspot.com <ul><li>Changes in consumer landscape </li></ul>
  30. 34. Some Emerging Business Trends http://kavellana.blogspot.com <ul><li>Technological connectivity </li></ul>
  31. 35. Emerging Business Trends http://kavellana.blogspot.com <ul><li>Increase in demand for natural resources </li></ul>
  32. 36. Emerging Business Trends http://kavellana.blogspot.com <ul><li>Emergence of new global industry structures </li></ul>
  33. 37. Emerging Business Trends http://kavellana.blogspot.com <ul><li>Ubiquitous access to information </li></ul>
  34. 38. 6. The following are emerging trends in the business sector, except: http://kavellana.blogspot.com <ul><li>Increases in public-sector activity </li></ul><ul><li>Changes in consumer landscape </li></ul><ul><li>Technological connectivity </li></ul><ul><li>Increase in demand for natural resources </li></ul><ul><li>Emergence of new global industry structures </li></ul><ul><li>Ubiquitous access to information </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>Revised
  35. 39. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Ivy Villamor 15th April ’2011
  36. 40. #9: “ What does the Rolex name mean to you?” is an example of ___ <ul><li>A. Brand personification </li></ul><ul><li>B. Laddering </li></ul><ul><li>C. Word association </li></ul><ul><li>D. Visualization </li></ul><ul><li>E. Projective Techniques </li></ul>Original
  37. 41. #9: Which of the following is not a qualitative measure of research? <ul><li>A. Ask subjects what words come to mind when they customer hears the brand’s name </li></ul><ul><li>B. Give incomplete /ambiguous stimulus and ask them to make sense of it </li></ul><ul><li>C. The population is divided into mutually exclusive groups and random samples are drawn from each group </li></ul><ul><li>D. A series of more specific “why” questions to reveal consumer’s abstract goals! </li></ul><ul><li>E. Creating collage from magazine to depict perceptions </li></ul><ul><li>F. None of the above </li></ul>Revised
  38. 42. Concept: Qualitative Techniques What are the qualitative measures to understand consumer’s mind? <ul><li>Word Association </li></ul><ul><li>Projective Techniques </li></ul><ul><li>Laddering </li></ul><ul><li>Visualization </li></ul><ul><li>Brand Personification </li></ul>
  39. 43. Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
  40. 44. Projective techniques: Give incomplete /ambiguous stimulus and ask them to make sense of it
  41. 45. Laddering: A series of more specific “why” questions to reveal consumer’s abstract goals!
  42. 46. Visualization: Creating collage from magazine to depict perceptions
  43. 47. Brand Personification: Ask subjects what kind of person they think of when the brand is mentioned..
  44. 48. Concept: Quantitative Techniques What are the types of samples in order to generate primary data? <ul><li>Probability Samples </li></ul><ul><ul><li>Simple random </li></ul></ul><ul><ul><li>Stratified random </li></ul></ul><ul><ul><li>Cluster </li></ul></ul><ul><li>Nonprobability Samples </li></ul><ul><ul><li>Covenience </li></ul></ul><ul><ul><li>Judgement </li></ul></ul><ul><ul><li>Quota </li></ul></ul>
  45. 49. In stratified random sample, the population is divided into mutually exclusive groups and random samples are drawn from each group This is a common technique when sampling population of voters, stratifying across racial or socio-economic lines.
  46. 50. #9: Which of the following is not a qualitative measure of research? <ul><li>A. Ask subjects what words come to mind when they customer hears the brand’s name </li></ul><ul><li>B. Give incomplete /ambiguous stimulus and ask them to make sense of it </li></ul><ul><li>C. The population is divided into mutually exclusive groups and random samples are drawn from each group – Quantitative Technique </li></ul><ul><li>D. A series of more specific “why” questions to reveal consumer’s abstract goals! </li></ul><ul><li>E. Creating collage from magazine to depict perceptions </li></ul><ul><li>F. None of the above </li></ul>Revised
  47. 51. TOP 10 Learning Questions for Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Ivy A. Villamor 15 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  48. 52. 9. Which among the five are the factors to increase customer value? <ul><li>Making Low Profit Customers more profitable </li></ul><ul><li>Increase Longevity of Customer Relationship </li></ul><ul><li>Reduce Customer Defection </li></ul><ul><li>A and C </li></ul><ul><li>A, B and C </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Original
  49. 53. 9. The following are the five factors which increase customer value, except <ul><li>Making Low Profit Customers more profitable </li></ul><ul><li>Increase Longevity of Customer Relationship </li></ul><ul><li>Focusing disproportionate effort on high-value customer </li></ul><ul><li>Reduce Customer Defection </li></ul><ul><li>None of the above </li></ul><ul><li>A,C,D </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Revised
  50. 54. Concept 7: Increase Customer Value http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. REDUCE RATE OF CUSTOMER DEFECTION INCREASE LONGEVITY OF CUSTOMER REL. ENHANCING GROWTH POTENTIAL THROUGH “ SHARE OF WALLET”, CROSS-SELLING, AND UP-SELLING MAKING LOW-PROFIT CUSTOMERS MORE PROFITABLE FOCUSING DISPROPORTIONATE EFFORT ON HIGH-VALUE CUSTOMER
  51. 55. 9. The following are the five factors which increase customer value, except <ul><li>Making Low Profit Customers more profitable </li></ul><ul><li>Increase Longevity of Customer Relationship </li></ul><ul><li>Focusing disproportionate effort on high-value customer </li></ul><ul><li>Reduce Customer Defection </li></ul><ul><li>None of the above </li></ul><ul><li>A,C,D </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Revised
  52. 56. Analyzing Consumer Markets Rustie M. Fidel / Ivy Villamor April 15, 2011 Top 10 Learning Questions for Chapter 06 : http://rustie27.blogspot.com/
  53. 57. <ul><li>Research </li></ul><ul><li>Evaluation </li></ul><ul><li>Random Choose </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Problem Recognition </li></ul>9. _______ is systematic determination of merit, worth, and significance of something or someone using criteria against a set of standards. http://rustie27.blogspot.com/ Original
  54. 58. <ul><li>Product advertisement, research, cost-benefit analysis, purchase, feedback </li></ul><ul><li>Plan what to buy, compare costs, buy items, consume products </li></ul><ul><li>Product recognition, information search, evaluation, purchase decision, post purchase behavior </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>9. The following are Consumer Buying Process exept: http://rustie27.blogspot.com/ Revised
  55. 59. Concept # 9 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Post Purchase behavior http://rustie27.blogspot.com/
  56. 60. <ul><li>Product advertisement, research, cost-benefit analysis, purchase, feedback </li></ul><ul><li>Plan what to buy, compare costs, buy items, consume products </li></ul><ul><li>Product recognition, information search, evaluation, purchase decision, post purchase behavior </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>9. The following are Consumer Buying Process exept: http://rustie27.blogspot.com/ Revised
  57. 61. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Ivy Villamor 15 April 2011
  58. 62. 7. Frederick Herzberg determined that behavior was determined by motivation and ______ factors? <ul><li>A. animalistic </li></ul><ul><li>B. procreation </li></ul><ul><li>C. survival </li></ul><ul><li>D. hygiene </li></ul><ul><li>E. None of the above </li></ul>Original
  59. 63. 7. Which of the following does not describe “Motivation” <ul><li>A. Behavior guided by subconscious motivations </li></ul><ul><li>B. Behavior driven by lowest unmet need </li></ul><ul><li>C. Behavior guided by motivating </li></ul><ul><li>D. Behavior guided by hygiene factors </li></ul><ul><li>E. None of the above </li></ul>Revised
  60. 64. Motivation Freud: Behavior guided by subconscious motivations Maslow: Behavior driven by lowest unmet need Herzberg: Behavior guided by motivating and hygiene factors Kotler, Keller. Marketing Management, 13 th Edition. Concept 9:
  61. 65. 7. Which of the following does not describe “Motivation” <ul><li>A. Behavior guided by subconscious motivations </li></ul><ul><li>B. Behavior driven by lowest unmet need </li></ul><ul><li>C. Behavior guided by motivating </li></ul><ul><li>D. Behavior guided by hygiene factors </li></ul><ul><li>E. None of the above </li></ul>Revised
  62. 66. / Ivy A. Villamor
  63. 67. Original
  64. 68. The following are buying situations, except: <ul><li>Reorder supplies on a routine basis </li></ul><ul><li>Buyers modifies product specifications, prices and other terms </li></ul><ul><li>Purchaser buys product or service for the first time </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>Revised
  65. 70. The following are buying situations, except: <ul><li>Reorder supplies on a routine basis </li></ul><ul><li>Buyers modifies product specifications, prices and other terms </li></ul><ul><li>Purchaser buys product or service for the first time </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>Revised
  66. 71. http://sheilanorturingan.blogspot.com Chapter 8 Identifying Market Segments &Targets Sheilanor C. Turingan / Ivy Villamor April 14, 2011 TOP 10 Learning Questions for
  67. 72. 3. Effective market segmentation must have the following criteria, except: <ul><li>Measurable </li></ul><ul><li>Universal </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul>http://sheilanorturingan.blogspot.com Original
  68. 73. 3. Effective market segmentation must have the following criteria, except: http://sheilanorturingan.blogspot.com Revised <ul><li>The size and characteristics of the segments must be measured. </li></ul><ul><li>The segments could come in small groups yet profitable to serve. </li></ul><ul><li>The segments can be effectively reached and served. </li></ul><ul><li>The segments are distinguishable. </li></ul><ul><li>Effective programs can be formulated to attract and serve the segments. </li></ul>
  69. 74. http://sheilanorturingan.blogspot.com 5 Criteria for effective market segmentation <ul><li>The size and characteristics of the segments must be measured. </li></ul><ul><li>The segments are large and profitable to serve. </li></ul><ul><li>The segments can be effectively reached and served. </li></ul><ul><li>The segments are distinguishable. </li></ul><ul><li>Effective programs can be formulated to attract and serve the segments. </li></ul>
  70. 75. 3. Effective market segmentation must have the following criteria, except: http://sheilanorturingan.blogspot.com Revised <ul><li>The size and characteristics of the segments must be measured. </li></ul><ul><li>The segments could come in small groups yet profitable to serve. </li></ul><ul><li>The segments can be effectively reached and served. </li></ul><ul><li>The segments are distinguishable. </li></ul><ul><li>Effective programs can be formulated to attract and serve the segments. </li></ul>
  71. 76. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan / Ivy A. Villamor April 2011 http://taeyangxinyi.blogspot.com
  72. 77. 10. Which of the following is not a role on a brand portfolio? <ul><li>Cash Cows </li></ul><ul><li>Flankers </li></ul><ul><li>Low-End Entry Level </li></ul><ul><li>Niche Marketer </li></ul><ul><li>High-End Prestige </li></ul>http://taeyangxinyi.blogspot.com 39 Original
  73. 78. 10. The following are brand roles on a brand portfolio, except: <ul><li>Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support </li></ul><ul><li>Fighter brands that are positioned so that brands with lesser importance are able to regain their market position </li></ul><ul><li>Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>http://taeyangxinyi.blogspot.com 39 Revised
  74. 79. Brand Roles on a Brand Portfolio What brand type is the product? 40 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
  75. 80. Niche is a type of market segmentation, not a role on a brand portfolio 41 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position CASH COWS Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support LOW-END ENTRY LEVEL Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand HIGH-END PRESTIGE Brands that add prestige and credibility to the entire portfolio
  76. 81. 10. The following are brand roles on a brand portfolio, except: <ul><li>Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support </li></ul><ul><li>Fighter brands that are positioned so that brands with lesser importance are able to regain their market position </li></ul><ul><li>Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>http://taeyangxinyi.blogspot.com 39 Revised
  77. 82. / Ivy A. Villamor
  78. 83. Original
  79. 84. The following describes Market Evolution Stages, except: Revised <ul><li>When product sells well, the firm enters the market. </li></ul><ul><li>The stage where competitors cover and serve all major market segments </li></ul><ul><li>Societies’ total need level decrease or superior technology replaces the old </li></ul><ul><li>Customers need something different but don’t know what, such there is no market, a latent market. </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul><ul><li>http://books.google.com.ph/books?id=F-5gKE_EuFAC&pg=PA40&lpg=PA40&dq=emergence+market+evolution+stage&source=bl&ots=KXAJ_Ay2ji&sig=O-h6nLLFVm_XPqJVcH5jzISlY4k&hl=tl&ei=DUXHTefOFo2ovQP6wqmmAQ&sa=X&oi=book_result&ct=result&resnum=7&ved=0CFUQ6AEwBg#v=onepage&q=emergence%20market%20evolution%20stage&f=false </li></ul>
  80. 85.
  81. 86.
  82. 87.
  83. 88.
  84. 89.
  85. 90. http://ph.linkedin.com/in/francisbensoncabehugo Original / Ivy Villamor
  86. 91. http://ph.linkedin.com/in/francisbensoncabehugo Original
  87. 92. http://ph.linkedin.com/in/francisbensoncabehugo Original
  88. 93. 9. The following are ways of identifying primary competitors, except: <ul><li>Number of sellers and differentiation degree </li></ul><ul><li>Level of Management Control Style </li></ul><ul><li>Income that a firms earns when manufacturing a product or service </li></ul><ul><li>Entry, Mobility, and exit barriers </li></ul><ul><li>Growth in local markets </li></ul><ul><li>None of the above </li></ul>http://ph.linkedin.com/in/francisbensoncabehugo Revised
  89. 94. http://ph.linkedin.com/in/francisbensoncabehugo
  90. 95. 9. The following are ways of identifying primary competitors, except: <ul><li>Number of sellers and differentiation degree </li></ul><ul><li>Level of Management Control Style </li></ul><ul><li>Income that a firms earns when manufacturing a product or service </li></ul><ul><li>Entry, Mobility, and exit barriers </li></ul><ul><li>Growth in local markets </li></ul><ul><li>None of the above </li></ul>http://ph.linkedin.com/in/francisbensoncabehugo Revised
  91. 96. Chapter 12: Ivy A. Villamor’s Chapter
  92. 97. / Ivy A. Villamor
  93. 98. Original
  94. 99. 3. The following are characteristics of a Service, except: Revised <ul><li>No physical form </li></ul><ul><li>Indivisible </li></ul><ul><li>With variation </li></ul><ul><li>Could be used later </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul>
  95. 100.
  96. 101.
  97. 102. 3. The following are characteristics of a Service, except: Revised <ul><li>No physical form </li></ul><ul><li>Indivisible </li></ul><ul><li>With variation </li></ul><ul><li>Could be used later </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul>
  98. 103. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza / Ivy Villamor April 15, 2011 meghanngettingthere.blogspot.com
  99. 104. 6. The quicker recovery of the Philippines from the 1997 Asian Financial Crisis among other Asian countries can be an example of what kind of MARKET OFFERING GOAL? <ul><li>Greatest Market Share </li></ul><ul><li>Product-price Leadership </li></ul><ul><li>Largest Market Skimming </li></ul><ul><li>Survival </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com Original
  100. 105. 6. In times of Financial Crisis what kind of MARKET OFFERING GOAL is suits best the market condition? <ul><li>Set production capacity to capture the largest portion of market </li></ul><ul><li>Product-price stratification to set market leadership </li></ul><ul><li>Focus on a goal and resort to strategies that would stabilize business to keep it afloat </li></ul><ul><li>None of the Above </li></ul><ul><li>All of the above </li></ul>meghanngettingthere.blogspot.com Revised
  101. 106. Setting Price STEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  102. 107. In times of crisis, companies focus on one goal and resort to strategies that stabilize their business and keep them afloat. meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  103. 108. 6. In times of Financial Crisis what kind of MARKET OFFERING GOAL is suits best the market condition? <ul><li>Set production capacity to capture the largest portion of market </li></ul><ul><li>Product-price stratification to set market leadership </li></ul><ul><li>Focus on a goal and resort to strategies that would stabilize business to keep it afloat </li></ul><ul><li>None of the Above </li></ul><ul><li>All of the above </li></ul>meghanngettingthere.blogspot.com Revised
  104. 109. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. / Ivy A. Villamor April 15,2011 http://annalimedina.blogspot.com
  105. 110. 1. Which is considered to be a “push” strategy? <ul><li>A. Happee toothpaste brand doing a “trade in/swap” of your old toothpaste for its new line extension of a mouth wash </li></ul><ul><li>B. Product sampling of Clinique Happy Perfume </li></ul><ul><li>at Rustans Department Store </li></ul><ul><li>C. Globe Telecom advertising its new “Super SIM” </li></ul>http://annalimedina.blogspot.com Original
  106. 111. 1. Which of the following is false about marketing channels? <ul><li>Push strategy are i ntermediaries / executions that carry, promote, advocate or sell to end users </li></ul><ul><li>Push strategy is common with products that have high brand loyalty </li></ul><ul><li>Pull Strategy is appropriate for low brand loyalty and involvement in the category </li></ul><ul><li>Two of the above is false </li></ul><ul><li>One of the above is false </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul>http://annalimedina.blogspot.com Revised
  107. 112. Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. <ul><li>PUSH STRATEGY : </li></ul><ul><li>Example: Trade Promotion </li></ul><ul><li>Intermediaries / executions that carry, </li></ul><ul><li>promote, advocate or sell to end users </li></ul><ul><li>Common with products that have low brand </li></ul><ul><li>loyalty </li></ul>
  108. 113. Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. <ul><li>PULL STRATEGY : </li></ul><ul><li>Example: Advertising & Promotion </li></ul><ul><li>Appropriate for high brand loyalty </li></ul><ul><li>and involvement in the category </li></ul>
  109. 114. <ul><li>Push strategy are i ntermediaries / executions that carry, promote, advocate or sell to end users </li></ul><ul><li>Push strategy is common with products that have high brand loyalty </li></ul><ul><li>Pull Strategy is appropriate for low brand loyalty and involvement in the category </li></ul><ul><li>Two of the above is false #2 and #3 </li></ul><ul><li>One of the above is false </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul>http://annalimedina.blogspot.com Revised 1. Which of the following is false about marketing channels?
  110. 115. / Ivy A. Villamor
  111. 116. Original
  112. 117. 1. Which of the following does not exemplify Levels of Service of the following: <ul><li>In 7-11 , customer serves himself (getting slurpee, hotdog, sandwich, soda) </li></ul><ul><li>Amazon.com offers variety of selections where customers chose </li></ul><ul><li>Rustan's serves and assists customer from start to end of purchase (selection to delivery of product) </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul>Revised http://jankenneth-obar.blogspot.com
  113. 118.
  114. 119.
  115. 120. 1. Which of the following does not exemplify Levels of Service of the following: <ul><li>In 7-11 , customer serves himself (getting slurpee, hotdog, sandwich, soda) </li></ul><ul><li>Amazon.com offers variety of selections where customers chose </li></ul><ul><li>Rustan's serves and assists customer from start to end of purchase (selection to delivery of product) – Rolex does it. Rustan’s give limited offer </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul>Revised http://jankenneth-obar.blogspot.com
  116. 121. TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar / Ivy A. Villamor April 15, 2011 http://jankenneth-obar.blogspot.com
  117. 122. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Sales Promotions </li></ul><ul><li>Free Samples </li></ul><ul><li>Advertising thru blogs </li></ul><ul><li>Sponsoring a “run” for a cause </li></ul><ul><li>Direct Selling </li></ul>Original http://jankenneth-obar.blogspot.com
  118. 123. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Giving free tastes and samples </li></ul><ul><li>Giving coupon, discounts, premiums </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Sponsored events </li></ul><ul><li>Direct Selling </li></ul>Revised http://jankenneth-obar.blogspot.com
  119. 124. Sales Promotion: -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com
  120. 125. Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com
  121. 126. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Giving free tastes and samples </li></ul><ul><li>Giving coupon, discounts, premiums </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Sponsored events </li></ul><ul><li>Direct Selling </li></ul>Revised http://jankenneth-obar.blogspot.com
  122. 127. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao / Ivy Villamor Apr. 5.2011 http://zhaointote.blogspot.com/
  123. 128. 6. In percentage-of-sale Method, what kind of condition NOT being to considered? <ul><li>Completely Ignores the role of promotion as an investment and immediate impact of promotion on sales volume. </li></ul><ul><li>Promotion expenditures will vary with what the company can afford. </li></ul><ul><li>Encouraging management to think of relationship among promotion cost, selling price, and profit per unit. </li></ul><ul><li>Encouraging stability when completing firms spend approximately the same percentage of their sales on promotion </li></ul>http://zhaointote.blogspot.com/ Original
  124. 129. 6. Which of the following is an advantage of percentage-of-sale Method? <ul><li>Does not heavily rely on the role of promotion as an investment and immediate impact of promotion on sales volume. </li></ul><ul><li>Promotion expenditures will vary with what the company can afford. </li></ul><ul><li>Company set their promotion budget to achieve share-of-voice parity with competitors. </li></ul><ul><li>Calls upon marketers to develop promotion budgets by defining objectives, tasks to achieve the objective and estimated cost of doing the tasks. </li></ul>http://zhaointote.blogspot.com/ Revised
  125. 130. Percentage-of-Sales Method <ul><li>Supporters of the percentage-of-sales method see a number of advantages. </li></ul><ul><li>First , Promotion expenditures will vary with what the company can afford. This satisfies financial managers , who believe expenses should be closely related to the movement of the corporate sales over the business cycle. </li></ul><ul><li>Second , it encourages management think of relationship among promotion cost, selling price, and profit per unit. </li></ul><ul><li>Third , it encourages stability when completing firms spend approximately the same percentage of their sales on promotion </li></ul>http://zhaointote.blogspot.com/
  126. 131. Total Marketing Communication target <ul><li>A. Affordable Method </li></ul><ul><li>Completely Ignores the role of promotion as an investment and immediate </li></ul><ul><li>impact of promotion on sales volume. </li></ul><ul><li>B. Percentage-of-Sales Method </li></ul><ul><li>C. Competitive-Parity Method </li></ul><ul><li>Company set their promotion budget to achieve share-of-voice parity with competitors. </li></ul><ul><li>D. Objective-and-Task Method </li></ul><ul><li>Calls upon marketers to develop promotion budgets by defining specific </li></ul><ul><li>objectives, determining the tasks that must be performed to achieve </li></ul><ul><li>these objectives, determining the tasks that must be performed to </li></ul><ul><li>achieve these objectives , and estimating the costs of performing these </li></ul><ul><li>tasks. </li></ul>http://zhaointote.blogspot.com/
  127. 132. 6. Which of the following is an advantage of percentage-of-sale Method? <ul><li>Does not heavily rely on the role of promotion as an investment and immediate impact of promotion on sales volume. </li></ul><ul><li>Promotion expenditures will vary with what the company can afford. </li></ul><ul><li>Company set their promotion budget to achieve share-of-voice parity with competitors. </li></ul><ul><li>Calls upon marketers to develop promotion budgets by defining objectives, tasks to achieve the objective and estimated cost of doing the tasks. </li></ul>http://zhaointote.blogspot.com/ Revised
  128. 133. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Ivy Villamor April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
  129. 134. 7. Which of the following refers to any paid form of nonpersonal presentation & promotion of ideas, goods or services by an identified sponsor ? <ul><li>Sales promotion </li></ul><ul><li>Advertising </li></ul><ul><li>Public relations </li></ul><ul><li>Events and experiences </li></ul>http://ph.linkedin.com/in/francisbensoncabehugo Original
  130. 135. 7. Which of the following is not an example of Mass Communication tools? <ul><li>Buy a cup of latte and get the next cup free! </li></ul><ul><li>Persuading customers to buy ideas </li></ul><ul><li>Employee communication </li></ul><ul><li>Joining fun run organized by Ayala Land </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>http://ph.linkedin.com/in/francisbensoncabehugo Revised
  131. 136. <ul><li>Public relations </li></ul><ul><li>- maintaining public image for the business </li></ul><ul><li>a. speaking at conferences </li></ul><ul><li>b. working with the media </li></ul><ul><li>c. employee communication </li></ul>Mass Communications use 4 P EAS tools http://ph.linkedin.com/in/francisbensoncabehugo
  132. 137. <ul><li>Events and experiences </li></ul><ul><li>- becoming part of relevant </li></ul><ul><li> moments </li></ul>Mass Communications use 4 P E AS tools http://ph.linkedin.com/in/francisbensoncabehugo
  133. 138. <ul><li>Advertising </li></ul><ul><li>- persuading an audience to </li></ul><ul><li>purchase or take some action on: </li></ul><ul><ul><ul><li>products </li></ul></ul></ul><ul><ul><ul><li>ideas </li></ul></ul></ul><ul><ul><ul><li>services </li></ul></ul></ul>Mass Communications use 4 PE A S tools http://ph.linkedin.com/in/francisbensoncabehugo
  134. 139. <ul><li>Sales promotions </li></ul><ul><li>- providing incentives to customers </li></ul><ul><li>to stimulate immediate sales </li></ul><ul><li>Examples: </li></ul><ul><ul><ul><li>coupons </li></ul></ul></ul><ul><ul><ul><li>product samples </li></ul></ul></ul><ul><ul><ul><li>premiums </li></ul></ul></ul><ul><ul><ul><li>freebies </li></ul></ul></ul><ul><ul><ul><li>contests </li></ul></ul></ul><ul><ul><ul><li>rebates </li></ul></ul></ul>Mass Communications use 4 PEA S tools http://ph.linkedin.com/in/francisbensoncabehugo
  135. 140. 7. Which of the following is not an example of Mass Communication tools? <ul><li>Buy a cup of latte and get the next cup free! </li></ul><ul><li>Persuading customers to buy ideas </li></ul><ul><li>Employee communication </li></ul><ul><li>Joining fun run organized by Ayala Land </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>http://ph.linkedin.com/in/francisbensoncabehugo Revised
  136. 141. / Ivy A. Villamor
  137. 142. Original
  138. 143. 3. What is the RFM Formula for selecting prospect customers? <ul><li>Reduction, Frequency, Mobility </li></ul><ul><li>Reduction, Frequency, Monetary value </li></ul><ul><li>Recency, Frequency, Mobility </li></ul><ul><li>Recency, Frequency, Monetary value </li></ul><ul><li>None of the above </li></ul>Revised
  139. 144.
  140. 145.
  141. 146. 3. What is the RFM Formula for selecting prospect customers? <ul><li>Reduction, Frequency, Mobility </li></ul><ul><li>Reduction, Frequency, Monetary value </li></ul><ul><li>Recency, Frequency, Mobility </li></ul><ul><li>Recency, Frequency, Monetary value </li></ul><ul><li>None of the above </li></ul>Revised
  142. 148. Original
  143. 149. 3. The following are ways how can products fail, except: <ul><li>Few ways left to improve products </li></ul><ul><li>Shorter product life cycles where products are quickly imitated </li></ul><ul><li>Capital shortages for research and launching </li></ul><ul><li>Social and environmental concerns </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul><ul><li>Only two of the above is false </li></ul><ul><li>Only one of the above is true </li></ul>Revised
  144. 154. 3. The following are ways how can products fail, except: <ul><li>Few ways left to improve products </li></ul><ul><li>Shorter product life cycles where products are quickly imitated </li></ul><ul><li>Capital shortages for research and launching </li></ul><ul><li>Social and environmental concerns </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul><ul><li>Only two of the above is false </li></ul><ul><li>Only one of the above is true </li></ul>Revised
  145. 155. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. / Ivy Villamor April 14, 2011 www.leeaizabelsandel.blogspot.com
  146. 156. <ul><li>Person’s outmost responsibility/duty is to one’s self and immediate family not to the whole community </li></ul><ul><li>Preference on lower risk if two investments have same expected return. </li></ul><ul><li>In some countries women were not given community power than men. </li></ul><ul><li>High power distance tends be less egalitarian </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul><ul><li>Only two of the above </li></ul>Revised 5. The following exemplifies cultural dimensions except
  147. 157. 5. A cultural dimension where high power distance cultures tend to be less egalitarian. <ul><li>High vs. low avoidance </li></ul><ul><li>Individualism vs. collectivism </li></ul><ul><li>Masculine vs. feminine </li></ul><ul><li>High vs. low power distance </li></ul><ul><li>Weak vs. strong power distance </li></ul>www.leeaizabelsandel.blogspot.com Original
  148. 158. Cultural Dimensions www.leeaizabelsandel.blogspot.com Individualism vs. Collectivism High vs. Low Power Distance Masculine vs. Feminine Weak vs. Strong Uncertainty Avoidance
  149. 159. Cultural Dimensions www.leeaizabelsandel.blogspot.com Individualism vs. Collectivism High vs. Low Power Distance Masculine vs. Feminine Weak vs. Strong Uncertainty Avoidance A. B. D. C.
  150. 160. 5. The following exemplifies cultural dimensions except <ul><li>Person’s outmost responsibility/duty is to one’s self and immediate family not to the whole community </li></ul><ul><li>Preference on lower risk if two investments have same expected return. </li></ul><ul><li>In some countries women were not given community power than men. </li></ul><ul><li>High power distance tends be less egalitarian </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul><ul><li>Only two of the above </li></ul>www.leeaizabelsandel.blogspot.com Revised
  151. 161. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Ivy Villamor April 14, 2011 miralynnserrano.blogspot.com
  152. 162. 5. Which of the slogans below would give Nestle’s MILO the best Social Marketing Responsibility example by following the Social Marketing Process? <ul><li>“ Takbo na! (Let’s run!) Help give a child a pair of shoes” </li></ul><ul><li>“ Provide nutrition to every baby” </li></ul><ul><li>Help us support ‘Project Brave Kids’; help ease the pain of cancer </li></ul><ul><li>“ Get Involved! Donate to build schools in every community” </li></ul><ul><li>None of the above </li></ul>miralynnserrano.blogspot.com Original
  153. 163. 5. The following are basic steps in the Social Planning Marketing Process, except: <ul><li>Where are we? </li></ul><ul><li>Where do we want to go? </li></ul><ul><li>How much will be the return? </li></ul><ul><li>How will we get there? </li></ul><ul><li>How do we stay on course? </li></ul><ul><li>None of the above </li></ul>miralynnserrano.blogspot.com Revised
  154. 164. Effective Internal Marketing includes SOCIAL RESPONSIBILITY MARKETING miralynnserrano.blogspot.com Choosing the right Goal / Objective for your company is Critical
  155. 165. Effective Internal Marketing follows a SOCIAL MARKETING PLANNING PROCESS miralynnserrano.blogspot.com A ) Where are we? B ) Where do we want to go? C ) How will we get there? D ) How will we stay on course?
  156. 166. following the process will give the right SOCIAL RESPONSIBILITY MARKETING for your company miralynnserrano.blogspot.com
  157. 167. 5. The following are basic steps in the Social Planning Marketing Process, except: <ul><li>Where are we? </li></ul><ul><li>Where do we want to go? </li></ul><ul><li>How much will be the return? </li></ul><ul><li>How will we get there? </li></ul><ul><li>How do we stay on course? </li></ul><ul><li>None of the above </li></ul>miralynnserrano.blogspot.com Revised

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