Seatwork: Consolidated Questions for  Chapters 1 - 9 Roche Deluta December 30, 2011 V56 Marketing Class of Prof. Remigio J...
TOP 10 Learning Questions for (Chapter #1) Paul Abigan December 15, 2011 Chapter 1 21 st  Century Marketing, Abigan
Chapter 1:   Q5. Which among the 5 needs refer to ‘customers expecting good service from the dealer/provider’?   <ul><li>S...
Chapter 1:   Q5. Among the 5 types of Needs, which needs refer to customers expecting good service from the dealer/provide...
The 5 types of needs: <ul><li>Stated Needs  – refer to needs that the customer wants (customer wants an inexpensive car) <...
Maslow’s Hierarchy of Needs <ul><li>5 types of needs cater to different categories within Maslow’s Hierarchy of needs </li...
<ul><li>Stated Needs </li></ul><ul><li>Real Needs </li></ul><ul><li>Unstated Needs </li></ul><ul><li>Delight Needs </li></...
<ul><li>Stated Needs </li></ul><ul><li>Real Needs </li></ul><ul><li>Unstated Needs </li></ul><ul><li>Delight Needs </li></...
Top 10 Questions (Chapter #2) Catherine Ansay December 15, 2011 Chapter 2 Marketing Management, Kotler 14 th  ed
Chapter 2:   Q10. The following define the major competitive spheres within which the company will operate except ______. ...
Chapter 2:   Q10. A competitive sphere that determine the type of market or customer that a company serves. <ul><li>Indust...
10. Competitive Spheres <ul><li>Industry  </li></ul><ul><li>Products and applications </li></ul><ul><li>Competence  </li><...
10. Competitive Spheres <ul><li>Industry  – companies operate in only one industry </li></ul><ul><li>Products and applicat...
<ul><li>Industry </li></ul><ul><li>Product and applications </li></ul><ul><li>Market Segment </li></ul><ul><li>All of the ...
Chapter 2:   Q10. A competitive sphere that determines the type of market or customer that a company serves. <ul><li>Indus...
TOP 10 Learning Questions for Chapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 201...
Chapter 3:   Q3. Which one is not included in the steps of improving marketing intelligence system? <ul><li>Motivate chann...
Chapter 3:   Q3. Which one is the third step to improve marketing intelligence system? <ul><li>Motivate channel members to...
Steps to improved Marketing Intelligence <ul><li>> Train sales force to scan for new developments. </li></ul><ul><li>> mot...
A non-stop learning process and improvement to have an effective marketing intelligence… <ul><li>> Train sales force to sc...
<ul><li>Motivate channel members to share intelligence. </li></ul><ul><li>Purchase information </li></ul><ul><li>Collect c...
Chapter 3:   Q3. Which one is the third step to improve marketing intelligence system? <ul><li>Motivate channel members to...
TOP 10 Learning Questions for Ch 4: Conducting  Marketing Research and Forecasting Demand Ma Alexandria Bulaon December 16...
Chapter 4:    Q2.  Potential market, available market, target market, and penetrated market are measures of _________. <ul...
Chapter 4:    Q2. In market demand measures, ____________ determines the set of consumers who express an interest in the p...
The Measures of Market Demand
Market Demand <ul><li>- Market demand is the total amount of purchases of a product within a specified demographic.  </li>...
Market Demand <ul><li>Potential Market- set of consumers who express an interest  </li></ul><ul><li>Available Market - pot...
<ul><li>Market demand </li></ul><ul><li>Market supply </li></ul><ul><li>Market group </li></ul><ul><li>Market size </li></...
Chapter 4:    Q2. In market demand measures, ____________ determines the set of consumers who express an interest in the p...
TOP 10 Learning Questions for Chapter 6: Analyzing Consumer Markets   Jem Caraig December 16, 2011 For use  in the Marketi...
Chapter 6:   Q9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for...
Chapter 6:   Q9. In purchasing iPhone 4S, buyers become receptive to information about it. They are now looking for readin...
Buying Decision Process 29 Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchas...
Buying Decision Process <ul><li>Problem Recognition  - The buying process starts when the buyer recognizes a problem or ne...
Buying Decision Process <ul><li>Purchase Decision  - In the evaluation stage, the consumer forms preferences among the bra...
<ul><li>Problem Recognition </li></ul><ul><li>Information Search </li></ul><ul><li>Evaluation of Alternatives </li></ul><u...
Chapter 6:   Q9. In purchasing iPhone 4S, buyers become receptive to information about it. They are now looking for readin...
TOP 10 Learning Questions for Chapter 6 Analyzing Consumer Markets Valderas, Cristina Krastle December 15, 2011
Chapter 6:   Q6. Self – development and realization is an example of: <ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><l...
Chapter 6:   Q6. In motivation theory, self-actualization is the highest needs among what theory?  <ul><li>Maslow’s Hierar...
Theory of Motivation Freud’s Theory Behavior is guided by subconscious motivations. Maslow’s Hierarchy of Needs Behavior i...
<ul><li>Self actualization needs is the  highest among Maslow’s Hierarchy of Needs.  His theory explains people will satis...
Chapter 6:   Q6. Self – development and realization is an example of: <ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><l...
Chapter 6:   Q6. In motivation theory, self-actualization is the highest needs among what theory?  <ul><li>Maslow’s Hierar...
Top 10 Questions for (Chapter #7) Marika Chavez December 15, 2011 Chapter 7 Marketing Management, Kotler 14 th  ed
Chapter 7:   Q3. In the Buying Center, who are the people who define specifications and provide information for evaluating...
Chapter 7:   Q3. In the Buying Center, these are buying people who help define specifications and provide information for ...
3. The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
3. The Buying Center <ul><li>Initiators  –Uses other organization who request that something be purchased. </li></ul><ul><...
<ul><li>Initiators </li></ul><ul><li>Influencers </li></ul><ul><li>Deciders </li></ul><ul><li>Buyers </li></ul><ul><li>App...
Chapter 7:   Q3. In the Buying Center, these are buying people who help define specifications and provide information for ...
TOP 10 Learning Questions for (Chapter 8- Identifying Market Segments and Targets)  Nailah P. Cristobal December 16, 2011 ...
<ul><li>Segment </li></ul><ul><li>Local Area </li></ul><ul><li>Place </li></ul><ul><li>Niche </li></ul><ul><li>Individual ...
<ul><li>Segment </li></ul><ul><li>Local Area </li></ul><ul><li>Place </li></ul><ul><li>Niche </li></ul><ul><li>Individual ...
Four Levels of Micromarketing Segments Local Areas Niches Individuals http://nailah08.blogspot.com
What does an attractive  niche  look like?   <ul><li>fairly small but has size, profit, and growth potential  </li></ul><u...
<ul><li>Segment </li></ul><ul><li>Local Area </li></ul><ul><li>Place </li></ul><ul><li>Niche </li></ul><ul><li>Individual ...
<ul><li>Segment </li></ul><ul><li>Local Area </li></ul><ul><li>Place </li></ul><ul><li>Niche </li></ul><ul><li>Individual ...
Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. ...
Chapter 9:    Q2. Which among the following are the correct combination of three pillars of brand equity that determine en...
Chapter 9:    Q2. Which of the following is the correct combination of three pillars of brand equity that determine the en...
Chapter 9: Q2. Brand Asset Valuator determines the five key pillars of brand equity http://www.slideshare.net/rochedeluta ...
<ul><li>Energy, Relevance and Knowledge </li></ul><ul><li>Energy, Relevance and Esteem </li></ul><ul><li>Differentiation, ...
Chapter 9:  Q2. Which of the following is the correct combination of three pillars of brand equity that determine the ener...
Seatwork: Consolidated Questions for  Chapters 1 - 9 Roche Deluta December 30, 2011 V56 Marketing Class of Prof. Remigio J...
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Seatwork: Consolidated Questions for Chapters 1-9 (except chapter 5)

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Seatwork: Consolidated Questions for Chapters 1-9 (except chapter 5)

  1. 1. Seatwork: Consolidated Questions for Chapters 1 - 9 Roche Deluta December 30, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Marketing Management, Kotler 14 th ed http://www.slideshare.net/rochedeluta
  2. 2. TOP 10 Learning Questions for (Chapter #1) Paul Abigan December 15, 2011 Chapter 1 21 st Century Marketing, Abigan
  3. 3. Chapter 1: Q5. Which among the 5 needs refer to ‘customers expecting good service from the dealer/provider’? <ul><li>Stated Needs </li></ul><ul><li>Real Needs </li></ul><ul><li>Unstated Needs </li></ul><ul><li>Delight Needs </li></ul><ul><li>Secret Needs </li></ul>
  4. 4. Chapter 1: Q5. Among the 5 types of Needs, which needs refer to customers expecting good service from the dealer/provider’? <ul><li>Stated Needs </li></ul><ul><li>Real Needs </li></ul><ul><li>Unstated Needs </li></ul><ul><li>Delight Needs </li></ul><ul><li>Secret Needs </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  5. 5. The 5 types of needs: <ul><li>Stated Needs – refer to needs that the customer wants (customer wants an inexpensive car) </li></ul><ul><li>Real Needs – refers to the objective (customer wants a car whose operating cost, not its initial price, is low.) </li></ul><ul><li>Unstated Needs – refers to expectations (Customer expects good service from the dealer) </li></ul><ul><li>Delight Needs – refers to something extra to make them happier (customer wants GPS system with the car) </li></ul><ul><li>Secret Needs- refers to boosting self esteem (customer wants his friends to see him as a savvy customer) </li></ul>
  6. 6. Maslow’s Hierarchy of Needs <ul><li>5 types of needs cater to different categories within Maslow’s Hierarchy of needs </li></ul>
  7. 7. <ul><li>Stated Needs </li></ul><ul><li>Real Needs </li></ul><ul><li>Unstated Needs </li></ul><ul><li>Delight Needs </li></ul><ul><li>Secret Needs </li></ul>Chapter 1: Q5. Which among the 5 needs refer to ‘customers expecting good service from the dealer/provider’?
  8. 8. <ul><li>Stated Needs </li></ul><ul><li>Real Needs </li></ul><ul><li>Unstated Needs </li></ul><ul><li>Delight Needs </li></ul><ul><li>Secret Needs </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION/ANSWER Chapter 1: Q5. Among the 5 types of Needs, which needs refer to customers expecting good service from the dealer/provider’?
  9. 9. Top 10 Questions (Chapter #2) Catherine Ansay December 15, 2011 Chapter 2 Marketing Management, Kotler 14 th ed
  10. 10. Chapter 2: Q10. The following define the major competitive spheres within which the company will operate except ______. <ul><li>Industry </li></ul><ul><li>Product and applications </li></ul><ul><li>Market Segment </li></ul><ul><li>All of the Above </li></ul><ul><li>None of the Above </li></ul>
  11. 11. Chapter 2: Q10. A competitive sphere that determine the type of market or customer that a company serves. <ul><li>Industry </li></ul><ul><li>Product and applications </li></ul><ul><li>Market Segment </li></ul><ul><li>Vertical </li></ul><ul><li>Geographical </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  12. 12. 10. Competitive Spheres <ul><li>Industry </li></ul><ul><li>Products and applications </li></ul><ul><li>Competence </li></ul><ul><li>Market segment </li></ul><ul><li>Vertical </li></ul><ul><li>Geographical </li></ul>
  13. 13. 10. Competitive Spheres <ul><li>Industry – companies operate in only one industry </li></ul><ul><li>Products and applications – firms define the range of products and applications they supply </li></ul><ul><li>Competence – firms identify the range of technological and other core competencies they master and leverage </li></ul><ul><li>Market segment – type of market or customers companies serve </li></ul><ul><li>Vertical – number of channel levels from raw materials to final product distribution </li></ul><ul><li>Geographical – range of regions, countries or country groups in which companies operate </li></ul>
  14. 14. <ul><li>Industry </li></ul><ul><li>Product and applications </li></ul><ul><li>Market Segment </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>Chapter 2: Q10. The following define the major competitive spheres within which the company will operate except ______.
  15. 15. Chapter 2: Q10. A competitive sphere that determines the type of market or customer that a company serves. <ul><li>Industry </li></ul><ul><li>Product and applications </li></ul><ul><li>Market Segment </li></ul><ul><li>Vertical </li></ul><ul><li>Geographical </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION / ANSWER
  16. 16. TOP 10 Learning Questions for Chapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 2011 www.danielberroya.blogspot.com
  17. 17. Chapter 3: Q3. Which one is not included in the steps of improving marketing intelligence system? <ul><li>Motivate channel members to share intelligence. </li></ul><ul><li>Purchase information </li></ul><ul><li>Collect customer feedback </li></ul><ul><li>Network externally </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com
  18. 18. Chapter 3: Q3. Which one is the third step to improve marketing intelligence system? <ul><li>Motivate channel members to share intelligence. </li></ul><ul><li>Purchase information </li></ul><ul><li>Collect customer feedback </li></ul><ul><li>Network externally </li></ul><ul><li>Utilize government data resources </li></ul>www.danielberroya.blogspot.com http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  19. 19. Steps to improved Marketing Intelligence <ul><li>> Train sales force to scan for new developments. </li></ul><ul><li>> motivate channel members to share intelligence. </li></ul><ul><li>>network externally </li></ul><ul><li> >utilize a customer advisory panel </li></ul><ul><li>>utilize gov’t data resources </li></ul><ul><li> > purchase information </li></ul><ul><li>> collect customer feedback </li></ul>www.danielberroya.blogspot.com
  20. 20. A non-stop learning process and improvement to have an effective marketing intelligence… <ul><li>> Train sales force to scan for new developments. </li></ul><ul><li>> motivate channel members to share intelligence. </li></ul><ul><li>>network externally </li></ul><ul><li> >utilize a customer advisory panel </li></ul><ul><li>>utilize gov’t data resources </li></ul><ul><li> > purchase information </li></ul><ul><li>> collect customer feedback </li></ul>www.danielberroya.blogspot.com
  21. 21. <ul><li>Motivate channel members to share intelligence. </li></ul><ul><li>Purchase information </li></ul><ul><li>Collect customer feedback </li></ul><ul><li>Network externally </li></ul><ul><li>None of the Above </li></ul>www.danielberroya.blogspot.com Chapter 3: Q3. Which one is not included in the steps of improving marketing intelligence system?
  22. 22. Chapter 3: Q3. Which one is the third step to improve marketing intelligence system? <ul><li>Motivate channel members to share intelligence. </li></ul><ul><li>Purchase information </li></ul><ul><li>Collect customer feedback </li></ul><ul><li>Network externally </li></ul><ul><li>Utilize government data resources </li></ul>www.danielberroya.blogspot.com http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  23. 23. TOP 10 Learning Questions for Ch 4: Conducting Marketing Research and Forecasting Demand Ma Alexandria Bulaon December 16, 2011
  24. 24. Chapter 4: Q2. Potential market, available market, target market, and penetrated market are measures of _________. <ul><li>Market demand </li></ul><ul><li>Market supply </li></ul><ul><li>Market group </li></ul><ul><li>Market size </li></ul><ul><li>Market research </li></ul>
  25. 25. Chapter 4: Q2. In market demand measures, ____________ determines the set of consumers who express an interest in the product. <ul><li>Potential market </li></ul><ul><li>Available market </li></ul><ul><li>Target market </li></ul><ul><li>Penetrated market </li></ul><ul><li>None of the above </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  26. 26. The Measures of Market Demand
  27. 27. Market Demand <ul><li>- Market demand is the total amount of purchases of a product within a specified demographic. </li></ul>
  28. 28. Market Demand <ul><li>Potential Market- set of consumers who express an interest </li></ul><ul><li>Available Market - potential plus income and access </li></ul><ul><li>Target Market– market the firm decides to pursue </li></ul><ul><li>Penetrated Market- consumers who are buying product </li></ul>
  29. 29. <ul><li>Market demand </li></ul><ul><li>Market supply </li></ul><ul><li>Market group </li></ul><ul><li>Market size </li></ul><ul><li>Market research </li></ul>Chapter 4: Q2. Potential market, available market, target market, and penetrated market are measures of _________.
  30. 30. Chapter 4: Q2. In market demand measures, ____________ determines the set of consumers who express an interest in the product. http://www.slideshare.net/rochedeluta IMPROVED QUESTION / NEW ANSWER <ul><li>Potential market </li></ul><ul><li>Available market </li></ul><ul><li>Target market </li></ul><ul><li>Penetrated market </li></ul><ul><li>None of the above </li></ul>
  31. 31. 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
  32. 32. Chapter 6: Q9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process? <ul><li>Problem Recognition </li></ul><ul><li>Information Search </li></ul><ul><li>Evaluation of Alternatives </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Postpurchase Behavior </li></ul>http:// jemcaraig.blogspot.com
  33. 33. Chapter 6: Q9. In purchasing iPhone 4S, buyers become receptive to information about it. They are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process? <ul><li>Problem Recognition </li></ul><ul><li>Information Search </li></ul><ul><li>Evaluation of Alternatives </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Postpurchase Behavior </li></ul>http:// jemcaraig.blogspot.com http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  34. 34. Buying Decision Process 29 Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior http:// jemcaraig.blogspot.com
  35. 35. Buying Decision Process <ul><li>Problem Recognition - The buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli. </li></ul><ul><li>Information Search - At this level a person simply becomes more receptive to information about a product. At the next level, the person may enter an active information search: looking for reading material, phoning friends, going online, and visiting stores to learn about the product. </li></ul><ul><li>Evaluation of Alternatives - Consumers will pay the most attention to attributes that deliver the sought-after benefits. We can often segment the market for a product according to attributes important to different consumer groups. </li></ul><ul><li> </li></ul>30 http:// jemcaraig.blogspot.com
  36. 36. Buying Decision Process <ul><li>Purchase Decision - In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to buy the most preferred brand. </li></ul><ul><li>Postpurchase Behavior - After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features or hearing favorable things about other brands and will be alert to information that supports his or her decision. </li></ul>31 http:// jemcaraig.blogspot.com
  37. 37. <ul><li>Problem Recognition </li></ul><ul><li>Information Search </li></ul><ul><li>Evaluation of Alternatives </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Postpurchase Behavior </li></ul>http:// jemcaraig.blogspot.com Chapter 6: Q9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?
  38. 38. Chapter 6: Q9. In purchasing iPhone 4S, buyers become receptive to information about it. They are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process? <ul><li>Problem Recognition </li></ul><ul><li>Information Search </li></ul><ul><li>Evaluation of Alternatives </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Postpurchase Behavior </li></ul>http:// jemcaraig.blogspot.com http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  39. 39. TOP 10 Learning Questions for Chapter 6 Analyzing Consumer Markets Valderas, Cristina Krastle December 15, 2011
  40. 40. Chapter 6: Q6. Self – development and realization is an example of: <ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Herzberg’s Theory </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Selective Attention </li></ul>
  41. 41. Chapter 6: Q6. In motivation theory, self-actualization is the highest needs among what theory? <ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Herzberg’s Theory </li></ul><ul><li>Theory XY </li></ul><ul><li>None of the above </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  42. 42. Theory of Motivation Freud’s Theory Behavior is guided by subconscious motivations. Maslow’s Hierarchy of Needs Behavior is driven by lowest, unmet need Herzberg’s Tow-Factor Theory Behavior is guided by motivating and hygiene factors
  43. 43. <ul><li>Self actualization needs is the highest among Maslow’s Hierarchy of Needs. His theory explains people will satisfy their basic needs before moving to the next – important need. </li></ul>
  44. 44. Chapter 6: Q6. Self – development and realization is an example of: <ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Herzberg’s Theory </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Selective Attention </li></ul>
  45. 45. Chapter 6: Q6. In motivation theory, self-actualization is the highest needs among what theory? <ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><li>Freud’s Theory </li></ul><ul><li>Herzberg’s Theory </li></ul><ul><li>Theory XY </li></ul><ul><li>None of the above </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION / ANSWER
  46. 46. Top 10 Questions for (Chapter #7) Marika Chavez December 15, 2011 Chapter 7 Marketing Management, Kotler 14 th ed
  47. 47. Chapter 7: Q3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives <ul><li>Initiators </li></ul><ul><li>Influencers </li></ul><ul><li>Deciders </li></ul><ul><li>Buyers </li></ul><ul><li>Approvers </li></ul>
  48. 48. Chapter 7: Q3. In the Buying Center, these are buying people who help define specifications and provide information for evaluating alternatives. <ul><li>Initiators </li></ul><ul><li>Influencers </li></ul><ul><li>Deciders </li></ul><ul><li>Buyers </li></ul><ul><li>Approvers </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  49. 49. 3. The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
  50. 50. 3. The Buying Center <ul><li>Initiators –Uses other organization who request that something be purchased. </li></ul><ul><li>Users – Those who will use the product or service. </li></ul><ul><li>Influencers – People who influence the buying decision, often by helping define specifications and providing information for evaluating alternatives. </li></ul><ul><li>Deciders – People who decide on the product requirements for suppliers. </li></ul><ul><li>Approvers – People who authorize the proposed action for the deciders or buyers. </li></ul><ul><li>Buyers – People who have the formal authority to select the suppliers or information from reaching members of the buyer center. </li></ul><ul><li>Gatekeepers – People who have the power to prevent sellers or information from reaching the members of the buying center. </li></ul>
  51. 51. <ul><li>Initiators </li></ul><ul><li>Influencers </li></ul><ul><li>Deciders </li></ul><ul><li>Buyers </li></ul><ul><li>Approvers </li></ul>Chapter 7: Q3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives
  52. 52. Chapter 7: Q3. In the Buying Center, these are buying people who help define specifications and provide information for evaluating alternatives. <ul><li>Initiators </li></ul><ul><li>Influencers </li></ul><ul><li>Deciders </li></ul><ul><li>Buyers </li></ul><ul><li>Approvers </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION / ANSWER
  53. 53. 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
  54. 54. <ul><li>Segment </li></ul><ul><li>Local Area </li></ul><ul><li>Place </li></ul><ul><li>Niche </li></ul><ul><li>Individual </li></ul>http://nailah08.blogspot.com Chapter 8: Q1. A ________ is a more narrowly defined customer group seeking a distinctive mix of benefits.
  55. 55. <ul><li>Segment </li></ul><ul><li>Local Area </li></ul><ul><li>Place </li></ul><ul><li>Niche </li></ul><ul><li>Individual </li></ul>http://nailah08.blogspot.com Chapter 8: Q1. In micromarketing, ___________ is a more narrowly defined customer group seeking a distinctive mix of benefits. http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  56. 56. Four Levels of Micromarketing Segments Local Areas Niches Individuals http://nailah08.blogspot.com
  57. 57. What does an attractive niche look like? <ul><li>fairly small but has size, profit, and growth potential </li></ul><ul><li>unlikely to attract many other competitors </li></ul><ul><li>gains certain economies through specialization </li></ul>http://nailah08.blogspot.com
  58. 58. <ul><li>Segment </li></ul><ul><li>Local Area </li></ul><ul><li>Place </li></ul><ul><li>Niche </li></ul><ul><li>Individual </li></ul>http://nailah08.blogspot.com Chapter 8: Q1. A ________ is a more narrowly defined customer group seeking a distinctive mix of benefits.
  59. 59. <ul><li>Segment </li></ul><ul><li>Local Area </li></ul><ul><li>Place </li></ul><ul><li>Niche </li></ul><ul><li>Individual </li></ul>http://nailah08.blogspot.com Chapter 8: Q1. In micromarketing, ___________ is a more narrowly defined customer group seeking a distinctive mix of benefits. http://www.slideshare.net/rochedeluta IMPROVED QUESTION / ANSWER
  60. 60. 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
  61. 61. Chapter 9: Q2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength? <ul><li>Energy, Relevance and Knowledge </li></ul><ul><li>Energy, Relevance and Esteem </li></ul><ul><li>Differentiation, Energy and Esteem </li></ul><ul><li>Differentiation, Energy and Relevance </li></ul><ul><li>Differentiation, Esteem and Knowledge </li></ul>http://www.slideshare.net/rochedeluta
  62. 62. Chapter 9: Q2. Which of the following is the correct combination of three pillars of brand equity that determine the energized brand strength? <ul><li>Energy, Relevance and Knowledge </li></ul><ul><li>Energy, Relevance and Esteem </li></ul><ul><li>Differentiation, Energy and Esteem </li></ul><ul><li>Differentiation, Energy and Relevance </li></ul><ul><li>Differentiation, Esteem and Knowledge </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION
  63. 63. Chapter 9: Q2. Brand Asset Valuator determines the five key pillars of brand equity http://www.slideshare.net/rochedeluta Energy Differentiation Relevance Esteem Knowledge Energized Brand Strength Brand Stature Measures the degree to which a brand is seen as different from others Measures the brand’s sense of momentum Measures the breadth of a brand’s appeal Measures how well the brand is regarded and respected Measures How familiar and intimate consumers are with the brand
  64. 64. <ul><li>Energy, Relevance and Knowledge </li></ul><ul><li>Energy, Relevance and Esteem </li></ul><ul><li>Differentiation, Energy and Esteem </li></ul><ul><li>Differentiation, Energy and Relevance </li></ul><ul><li>Differentiation, Esteem and Knowledge </li></ul>http://www.slideshare.net/rochedeluta Chapter 9: Q2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?
  65. 65. Chapter 9: Q2. Which of the following is the correct combination of three pillars of brand equity that determine the energized brand strength? <ul><li>Energy, Relevance and Knowledge </li></ul><ul><li>Energy, Relevance and Esteem </li></ul><ul><li>Differentiation, Energy and Esteem </li></ul><ul><li>Differentiation, Energy and Relevance </li></ul><ul><li>Differentiation, Esteem and Knowledge </li></ul>http://www.slideshare.net/rochedeluta IMPROVED QUESTION / ANSWER
  66. 66. Seatwork: Consolidated Questions for Chapters 1 - 9 Roche Deluta December 30, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Marketing Management, Kotler 14 th ed http://www.slideshare.net/rochedeluta

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