TOP 9 Learning Questions for CHAPTERS 10-18 (GROUP 2) KATHLEEN ANNE MAMARADLO January 5, 2012 http://kathleenmamaradlo.blo...
Mary Josette Enriquez Chapter 10: Crafting the brand position http://kathleenmamaradlo.blogspot.com
1. Points of Parity (POPs) is a means of defining associations that… <ul><li>are necessarily unique to the brand but may b...
Points of Parity (POPs) <ul><li>Certain features shared by players of certain category in an industry </li></ul><ul><li>As...
1. Points of Parity (POPs) is a means of defining associations that… <ul><li>are necessarily unique to the brand but may b...
Oamar Gianan Chapter 11:  Dealing with Competition http://kathleenmamaradlo.blogspot.com
2.  A player in a certain industry is said to have a &quot;Share of ____&quot; when consumers specifically name them as th...
Variables in analyzing competition http://kathleenmamaradlo.blogspot.com Share of market Share of mind Share of heart The ...
2.  A player in a certain industry is said to have a &quot;Share of ____&quot; when consumers specifically name them as th...
Alexander Go Chapter 12:  Setting Product Strategy http://kathleenmamaradlo.blogspot.com
3. Vans, trucks and cars are examples of product categories. Considering all 3 examples collectively, what else can they b...
The Product Hierarchy http://kathleenmamaradlo.blogspot.com
Product class http://kathleenmamaradlo.blogspot.com - is a group of products within the product family recognized as havin...
<ul><li>Product Family </li></ul><ul><li>Product Class </li></ul><ul><li>Product Line </li></ul><ul><li>Product Type </li>...
Carlos Gonzaga Chapter 13:  Designing and Managing Services http://kathleenmamaradlo.blogspot.com
4. When the consumer misperceives the service quality,  the gap between perceived service and ____________ can cause unsuc...
Gaps that cause unsuccessful service delivery <ul><li>Gap between consumer expectation and management perception  -  Manag...
Gaps that cause unsuccessful service delivery <ul><li>Gap between perceived service and expected service  -  This gap occu...
<ul><li>management perception </li></ul><ul><li>expected service  </li></ul><ul><li>external communication </li></ul><ul><...
5. Clients judge service not only by its technical quality but also through the employees’ skill in serving them. This is ...
Three Types of Marketing in Service Industries External marketing  describes the normal work of preparing, pricing, distri...
Three Types of Marketing in Service Industries Interactive marketing  describes the employees' skill in serving the client...
<ul><li>Interactive Marketing </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Internal Marketing </li></ul><ul><li>Ex...
Kathleen Mamaradlo Chapter 17:  Designing and Managing Integrated Marketing Communication http://kathleenmamaradlo.blogspo...
6. IMC’s ultimate goal is to build brand equity which is composed of the following except: <ul><li>Brand awareness </li></...
IMC builds brands http://kathleenmamaradlo.blogspot.com
IMC builds brands http://kathleenmamaradlo.blogspot.com Brand Barriers  refer to the obstacles encountered by a brand in e...
6. IMC’s ultimate goal is to build brand equity which is composed of the following except: <ul><li>Brand awareness </li></...
7. Considering the communication process, what should the sender first take note of in preparing his message? <ul><li>Prod...
Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
Elements of the Communication Process It’s important to begin with a clear target audience as this will be the basis of th...
7. Considering the communication process, what should the sender first take note of in preparing his message? <ul><li>Prod...
Ching Marcial Chapter 18:  Managing Mass Communications http://kathleenmamaradlo.blogspot.com
  8. Among the five (5) steps in developing an advertising program, which of these aims to evaluate communication strategi...
Concept MISSION MONEY MEDIA MEASUREMENT The 5M’s of Advertising MESSAGE http://kathleenmamaradlo.blogspot.com
Concept Explanation MISSION MONEY MEDIA MEASUREMENT The 5M’s of Advertising MESSAGE http://kathleenmamaradlo.blogspot.com
<ul><li>A. Evaluation </li></ul><ul><li>B.  Measurement </li></ul><ul><li>C. Advertisement Evaluation </li></ul><ul><li>D....
9. The following are main objectives of developing the “BIG IDEA” in advertising except… <ul><li>A.  Establish connection ...
Concept The “BIG Idea” in Advertising A compelling idea that will bring the advertising message strategy to life http://ka...
Concept Explanation The “BIG Idea” in Advertising <ul><li>connects with consumers rationally and emotionally </li></ul><ul...
<ul><li>A.  Establish connection with consumer emotionally and rationally </li></ul><ul><li>B. Sharply distinguish the bra...
TOP 9 Learning Questions for CHAPTERS 10-18 (GROUP 2) KATHLEEN ANNE MAMARADLO January 5, 2012 http://kathleenmamaradlo.blo...
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Consolidated questions (Chapters 10-18)

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Consolidated questions (Chapters 10-18)

  1. 1. TOP 9 Learning Questions for CHAPTERS 10-18 (GROUP 2) KATHLEEN ANNE MAMARADLO January 5, 2012 http://kathleenmamaradlo.blogspot.com
  2. 2. Mary Josette Enriquez Chapter 10: Crafting the brand position http://kathleenmamaradlo.blogspot.com
  3. 3. 1. Points of Parity (POPs) is a means of defining associations that… <ul><li>are necessarily unique to the brand but may be shared with other brands </li></ul><ul><li>are not necessarily unique to the brand but may be shared with other brands </li></ul><ul><li>is unique with the brand but shared with others </li></ul><ul><li>is not necessarily unique to the brand </li></ul><ul><li>may be shared with other brands </li></ul>http://kathleenmamaradlo.blogspot.com
  4. 4. Points of Parity (POPs) <ul><li>Certain features shared by players of certain category in an industry </li></ul><ul><li>Association is not necessarily unique to the brand and may be shared with other brands </li></ul><ul><li>Ex. Twitter, Facebook, MySpace  shares the association of being social networking sites </li></ul>http://kathleenmamaradlo.blogspot.com
  5. 5. 1. Points of Parity (POPs) is a means of defining associations that… <ul><li>are necessarily unique to the brand but may be shared with other brands </li></ul><ul><li>are not necessarily unique to the brand but may be shared with other brands </li></ul><ul><li>is unique with the brand but shared with others </li></ul><ul><li>is not necessarily unique to the brand </li></ul><ul><li>may be shared with other brands </li></ul>http://kathleenmamaradlo.blogspot.com
  6. 6. Oamar Gianan Chapter 11: Dealing with Competition http://kathleenmamaradlo.blogspot.com
  7. 7. 2. A player in a certain industry is said to have a &quot;Share of ____&quot; when consumers specifically name them as their preferred company to buy a product from . http://kathleenmamaradlo.blogspot.com <ul><li>Market </li></ul><ul><li>Mind </li></ul><ul><li>Heart </li></ul>
  8. 8. Variables in analyzing competition http://kathleenmamaradlo.blogspot.com Share of market Share of mind Share of heart The competitor’s share of the target market The percentage of customers who named the competitor in responding to the statement: “Name the first company that comes to mind in this industry” The percentage of customers who named the competitor in responding to the statement: “Name the company from which you would prefer to buy the product”
  9. 9. 2. A player in a certain industry is said to have a &quot;Share of ____&quot; when consumers specifically name them as their preferred company to buy a product from . http://kathleenmamaradlo.blogspot.com <ul><li>Market </li></ul><ul><li>Mind </li></ul><ul><li>Heart </li></ul>
  10. 10. Alexander Go Chapter 12: Setting Product Strategy http://kathleenmamaradlo.blogspot.com
  11. 11. 3. Vans, trucks and cars are examples of product categories. Considering all 3 examples collectively, what else can they be called? <ul><li>Product Family </li></ul><ul><li>Product Class </li></ul><ul><li>Product Line </li></ul><ul><li>Product Type </li></ul><ul><li>None of the above </li></ul>http://kathleenmamaradlo.blogspot.com
  12. 12. The Product Hierarchy http://kathleenmamaradlo.blogspot.com
  13. 13. Product class http://kathleenmamaradlo.blogspot.com - is a group of products within the product family recognized as having a certain functional coherence. It’s also known as product category.
  14. 14. <ul><li>Product Family </li></ul><ul><li>Product Class </li></ul><ul><li>Product Line </li></ul><ul><li>Product Type </li></ul><ul><li>None of the above </li></ul>http://kathleenmamaradlo.blogspot.com 3. Vans, trucks and cars are examples of product categories. Considering all 3 examples collectively, what else can they be called?
  15. 15. Carlos Gonzaga Chapter 13: Designing and Managing Services http://kathleenmamaradlo.blogspot.com
  16. 16. 4. When the consumer misperceives the service quality, the gap between perceived service and ____________ can cause unsuccessful service delivery <ul><li>management perception </li></ul><ul><li>expected service </li></ul><ul><li>external communication </li></ul><ul><li>consumer expectation </li></ul><ul><li>service delivery </li></ul>http://kathleenmamaradlo.blogspot.com
  17. 17. Gaps that cause unsuccessful service delivery <ul><li>Gap between consumer expectation and management perception - Management does not always correctly perceive what customers want. </li></ul><ul><li>Gap between management perception and service-quality specifications - Management might correctly perceive customers' wants but not set a performance standard </li></ul><ul><li>Gap between service-quality specifications and service delivery - Personnel might be poorly trained, or incapable of unwilling to meet the standard </li></ul><ul><li>Gap between service delivery and external communication - Consumer expectations are affected by statements made by company representatives and ads </li></ul><ul><li>Gap between perceived service and expected service - This gap occurs when the consumer misperceives the service quality </li></ul>http://kathleenmamaradlo.blogspot.com
  18. 18. Gaps that cause unsuccessful service delivery <ul><li>Gap between perceived service and expected service - This gap occurs when the consumer misperceives the service quality </li></ul>An example of the gap between perceived service and expected service is when a doctor frequently visits a patient as an expression of care but the patient may see this as an indication that something is really wrong. http://kathleenmamaradlo.blogspot.com
  19. 19. <ul><li>management perception </li></ul><ul><li>expected service </li></ul><ul><li>external communication </li></ul><ul><li>consumer expectation </li></ul><ul><li>service delivery </li></ul>4. When the consumer misperceives the service quality, the gap between perceived service and ____________ can cause unsuccessful service delivery http://kathleenmamaradlo.blogspot.com
  20. 20. 5. Clients judge service not only by its technical quality but also through the employees’ skill in serving them. This is referred to as… <ul><li>Interactive Marketing </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Internal Marketing </li></ul><ul><li>External Marketing </li></ul><ul><li>Guerilla Marketing </li></ul>http://kathleenmamaradlo.blogspot.com
  21. 21. Three Types of Marketing in Service Industries External marketing describes the normal work of preparing, pricing, distributing, and promoting the service to customers. Internal marketing describes training and motivating employees to serve customers well. http://kathleenmamaradlo.blogspot.com
  22. 22. Three Types of Marketing in Service Industries Interactive marketing describes the employees' skill in serving the client. Clients judge service not only by its technical quality (Was the surgery successful?), but also by its functional quality (Did the surgeon show concern and inspire confidence?). http://kathleenmamaradlo.blogspot.com
  23. 23. <ul><li>Interactive Marketing </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Internal Marketing </li></ul><ul><li>External Marketing </li></ul><ul><li>Guerilla Marketing </li></ul>5. Clients judge service not only by its technical quality but also through the employees’ skill in serving them. This is referred to as… http://kathleenmamaradlo.blogspot.com
  24. 24. Kathleen Mamaradlo Chapter 17: Designing and Managing Integrated Marketing Communication http://kathleenmamaradlo.blogspot.com
  25. 25. 6. IMC’s ultimate goal is to build brand equity which is composed of the following except: <ul><li>Brand awareness </li></ul><ul><li>Brand barriers </li></ul><ul><li>Brand image </li></ul><ul><li>Brand responses </li></ul><ul><li>Brand relationships </li></ul>http://kathleenmamaradlo.blogspot.com
  26. 26. IMC builds brands http://kathleenmamaradlo.blogspot.com
  27. 27. IMC builds brands http://kathleenmamaradlo.blogspot.com Brand Barriers refer to the obstacles encountered by a brand in entering the market
  28. 28. 6. IMC’s ultimate goal is to build brand equity which is composed of the following except: <ul><li>Brand awareness </li></ul><ul><li>Brand barriers </li></ul><ul><li>Brand image </li></ul><ul><li>Brand responses </li></ul><ul><li>Brand relationships </li></ul>http://kathleenmamaradlo.blogspot.com
  29. 29. 7. Considering the communication process, what should the sender first take note of in preparing his message? <ul><li>Product </li></ul><ul><li>Medium </li></ul><ul><li>Competitors </li></ul><ul><li>Possible ‘noise’ </li></ul><ul><li>Target audience </li></ul>http://kathleenmamaradlo.blogspot.com
  30. 30. Elements of the Communication Process http://kathleenmamaradlo.blogspot.com
  31. 31. Elements of the Communication Process It’s important to begin with a clear target audience as this will be the basis of the content of the message, how it will be delivered as well as when and where it should be said. http://kathleenmamaradlo.blogspot.com
  32. 32. 7. Considering the communication process, what should the sender first take note of in preparing his message? <ul><li>Product </li></ul><ul><li>Medium </li></ul><ul><li>Competitors </li></ul><ul><li>Possible ‘noise’ </li></ul><ul><li>Target audience </li></ul>http://kathleenmamaradlo.blogspot.com
  33. 33. Ching Marcial Chapter 18: Managing Mass Communications http://kathleenmamaradlo.blogspot.com
  34. 34. 8. Among the five (5) steps in developing an advertising program, which of these aims to evaluate communication strategies and sales effects. <ul><li>A. Evaluation </li></ul><ul><li>B. Measurement </li></ul><ul><li>C. Advertisement Evaluation </li></ul><ul><li>D. Strategic Measurement </li></ul>http://kathleenmamaradlo.blogspot.com
  35. 35. Concept MISSION MONEY MEDIA MEASUREMENT The 5M’s of Advertising MESSAGE http://kathleenmamaradlo.blogspot.com
  36. 36. Concept Explanation MISSION MONEY MEDIA MEASUREMENT The 5M’s of Advertising MESSAGE http://kathleenmamaradlo.blogspot.com
  37. 37. <ul><li>A. Evaluation </li></ul><ul><li>B. Measurement </li></ul><ul><li>C. Advertisement Evaluation </li></ul><ul><li>D. Strategic Measurement </li></ul> 8. Among the five (5) steps in developing an advertising program, which of these aims to evaluate communication strategies and sales effects. http://kathleenmamaradlo.blogspot.com
  38. 38. 9. The following are main objectives of developing the “BIG IDEA” in advertising except… <ul><li>A. Establish connection with consumer emotionally and rationally </li></ul><ul><li>B. Sharply distinguish the brand from its competitors </li></ul><ul><li>C. Broad and flexible enough to translate to different media, markets and time periods </li></ul><ul><li>D. Establish brand loyalty and exclusivity </li></ul>http://kathleenmamaradlo.blogspot.com
  39. 39. Concept The “BIG Idea” in Advertising A compelling idea that will bring the advertising message strategy to life http://kathleenmamaradlo.blogspot.com
  40. 40. Concept Explanation The “BIG Idea” in Advertising <ul><li>connects with consumers rationally and emotionally </li></ul><ul><li>sharply distinguishes the brand from competitors </li></ul><ul><li>is broad and flexible enough to translate to different media, markets and time periods. </li></ul>http://kathleenmamaradlo.blogspot.com
  41. 41. <ul><li>A. Establish connection with consumer emotionally and rationally </li></ul><ul><li>B. Sharply distinguish the brand from its competitors </li></ul><ul><li>C. Broad and flexible enough to translate to different media, markets and time periods </li></ul><ul><li>D. Establish brand loyalty and exclusivity </li></ul>9. The following are main objectives of developing the “BIG IDEA” in advertising except… http://kathleenmamaradlo.blogspot.com
  42. 42. TOP 9 Learning Questions for CHAPTERS 10-18 (GROUP 2) KATHLEEN ANNE MAMARADLO January 5, 2012 http://kathleenmamaradlo.blogspot.com

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