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Improved questions for kotler's 22 chapters

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  • 1. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21st Century Ria Abendan/Sue Silubrico April 2011
  • 2. 4. Value is the sum of customers’ perceived _______ and _______.A. Expectation and benefitB. Share of mind and equityC. Image and equityD. Equity and costE. Cost and benefit 2
  • 3. Improved Question 4. Value is the sum of customers’ perceived _______ and _______.A. Cost and servicesB. Cost and Share of mindC. Cost and equityD. Cost and SatisfactionE. Cost and benefit 3
  • 4. Value and Satisfaction are important concepts in Marketing• Value = sum of QUALITY customers’ perceived benefits and costs• Combination of the VALUE customer value triad (QSP) SERVICE PRICE
  • 5. Improved Answer 4. Value is the sum of customers’ perceived _______ and _______.A. Cost and servicesB. Cost and Share of mindC. Cost and equityD. Cost and SatisfactionE. Cost and benefit 5
  • 6. 10 QuestionsChapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada/Sue Silubrico April 15, 2011 www.stevenandrada.blogspot.com 1/73
  • 7. 2. What level of marketing thatfocuses on the content of themarketing message.A. StrategicB. SegmentationC. TacticalD. Market intelligenceE. None of the above www.stevenandrada.blogspot.com 16/73
  • 8. Improved Question 2. What level of marketing Plan that focuses on target markets and value proposition? A. Strategic B. Segmentation C. Tactical D. Market intelligence E. None of the above www.stevenandrada.blogspot.com 16/73
  • 9. ConceptLevels of a Marketing Plan Strategic Tactical www.stevenandrada.blogspot.com 11/73
  • 10. ConceptQuestion 2:Its the content of your marketingmessage. Strategic Level Target Marketing decisions Value Preposition Analysis of marketing opportunities www.stevenandrada.blogspot.com 12/73
  • 11. Concept Question 2: ExamplesStrategic Marketing •What you Say? •How you Say it? •Who you Say it To? www.stevenandrada.blogspot.com 13/73
  • 12. ConceptQuestion 2:Its the medium your messageis delivered in. Tactical Level Product Features Promotion Merchandising Pricing Sales channels Service www.stevenandrada.blogspot.com 14/73
  • 13. Concept Question 2: ExamplesTactical Marketing •Placing ads •Creating brochures •Sending out mailers •Attending trade shows www.stevenandrada.blogspot.com 15/73
  • 14. Improved Answer 2. What level of marketing Plan that focuses on target markets and value proposition? A. Strategic B. Segmentation C. Tactical D. Market intelligence E. None of the above www.stevenandrada.blogspot.com 16/73
  • 15. TOP 10 Learning QuestionsCh 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana/Sue Silubrico April 2011 http://kavellana.blogspot.com
  • 16. 1. Marketing Information System (MIS) consists of the following except:A. PeopleB. EquipmentC. InformationD. ProceduresE. All of the above http://kavellana.blogspot.com 16
  • 17. Improved Question 1. Marketing Information System (MIS) are consists of the following: A. People, Equipment and Procedures B. Database, Data Warehousing and Data Mining C. Information, Marketing and Feedback D. Procedures, People and Equipment E. All of the above http://kavellana.blogspot.com 17
  • 18. ConceptMarketing Information System(MIS) •Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers. http://kavellana.blogspot.com 18
  • 19. Improved Answer 1. Marketing Information System (MIS) are consists of the following:A. People, Equipment and ProceduresB. Database, Data Warehousing and Data MiningC. Information, Marketing and FeedbackD. Procedures, People and EquipmentE. All of the above http://kavellana.blogspot.com 19
  • 20. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani/Sue Silubrico 15th April ’2011
  • 21. #4: ____ is the set of consumers who haveinterest and access to a market offer.A. Potential marketB. Available marketC. Target marketD. Penetrated marketE. None of the above 21
  • 22. Improved Question #4: ____is the part of qualified available market the company decides to pursueA. Potential marketB. Available marketC. Target marketD. Penetrated marketE. None of the above 22
  • 23. Concept :What are the measures of market demand? consumers consumers professing having interest, sufficient Potential Available income and access level of interest Market Market Target Penetrated Market Market consumers buying qualified available company’s market company product! decides to pursue 23
  • 24. Target Market: 90 Mn mobile phone users inprepaid loading business, up to P1.2B textssent per day! 3 main networks targeting the mass market! 24
  • 25. Concept Penetrated market: Hapee Toothpaste" - Philippine-Made, World Class: Pedros Faith Leads to Success! Penetrated market by challenging the foreign brand! 25
  • 26. Concept Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!! 26
  • 27. Concept Potential market: Philippines - Potential retirement destination! Is Philippine a potential market as retirement destination?? 27
  • 28. Improved Answer #4: ____is the part of qualified available market the company decides to pursueA. Potential marketB. Available marketC. Target marketD. Penetrated marketE. None of the above 28
  • 29. TOP 10 Learning Questions forCreating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven/Sue Silubrico April 15, 2011 http://joansoliven.blogspot.com/
  • 30. 1. Difference between what thecustomer gets and what he or shegives for different possible choices.A. Customer SatisfactionB. Good ServiceC. Quality ProductD. Customer Perceived ValueE. Product http://joansoliven.blogspot.com/
  • 31. Improved Question 1. Difference between what the customer gets and what he or she gives for different possible choices. A. Customer Satisfaction B. Customer Service C. Customer Perceived Quality Product D. Customer Perceived Value E. None of the above http://joansoliven.blogspot.com/
  • 32. Concept Customer Perceived Value Difference between what the customer gets and what he or she gives for different possible choices.Source: Marketing Management 13th Edition by Philip Kotler http://joansoliven.blogspot.com/
  • 33. Concept Consumers are more educated and informed, they seek out superior alternatives Dell offering better service than HP, they outpaced HP before in terms of customer perceived value.Source: Marketing Management 13th Edition by Philip Kotler
  • 34. Improved Answer 1. Difference between what the customer gets and what he or she gives for different possible choices. A. Customer Satisfaction B. Customer Service C. Customer Perceived Quality Product D. Customer Perceived Value E. None of the above http://joansoliven.blogspot.com/
  • 35. TOP 10 Learning Questions for Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M./Sue Silubrico 15 April 2011 Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 36. 2. A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations.A. SatisfactionB. EnthusiasmC. ReliefD. MelancholyE. Anxiety Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 37. Improved Question 2. A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations.A. SatisfactionB. EnthusiasmC. HappinessD. AmusementE. Anxiety Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 38. Concept Concept 2: Customer Satisfaction A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations. Customers Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 39. Improved Answer 2. A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations.A. SatisfactionB. EnthusiasmC. HappinessD. AmusementE. Anxiety Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 40. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon/Sue Silubrico 15 April 2011
  • 41. 1. What three factors influence consumer behavior? A. Educational, Emotional, Cultural B. Physical, Emotional, Cultural C. Cultural, Personal, Physical D. Cultural, Social, Personal E. None of the Above 41
  • 42. Improved Question 1. What three factors influence consumer behavior? A. Cultural, Educational, Social B. Cultural, Racial, Personal C. Cultural, Personal, Physical D. Cultural, Social, Personal E. None of the Above 42
  • 43. Concept 1:Factors Influencing ConsumerBehavior Three Factors: Cultural Social Personal 43
  • 44. Concept 1:Factors Influencing ConsumerBehavior These factors affect consumer behavior: Cultural Social Personal 44
  • 45. Improved Answer 1. What three factors influence consumer behavior? A. Educational, Emotional, Cultural B. Physical, Emotional, Cultural C. Cultural, Personal, Physical D. Cultural, Social, Personal E. None of the Above 45
  • 46. Top 10 Learning Questions forChapter 06 :Analyzing Consumer Markets Rustie M. Fidel/Sue Silubrico April 15, 2011 http://rustie27.blogspot.com/ 46
  • 47. 3. A _________ is a concept referring to a group to which an individual or another group is compared.A. Reference GroupB. Social RolesC. StatusesD. FamilyE. Peer Group http://rustie27.blogspot.com/
  • 48. Improved Question 3. A _________ is a concept referring to a groups that have a face to face or indirect influence. A. Reference Group B. Social Group C. Peer group D. Racial group E. Cultural group http://rustie27.blogspot.com/
  • 49. Concept Concept # 3 Social Factors Reference Groups Family Social Roles Statuses http://rustie27.blogspot.com/
  • 50. Improved Answer 3. A _________ is a concept referring to a groups that have a face to face or indirect influence. A. Reference Group B. Social Group C. Peer group D. Racial group E. Cultural group http://rustie27.blogspot.com/
  • 51. TOP 10 Learning QuestionsCh 8: Identifying Market Segments and Targets Myrtle Frantilla/Sue Silubrico April 14, 2011 http://myrtlefrantilla.blogspot.com/ 52
  • 52. 4. Which among these are not included in Segmenting Consumer Markets?A. GeographicB. DemographicC. BehavioralD. SocialE. Psychographic http://myrtlefrantilla.blogspot.com/ 53
  • 53. Improved Question 4. What are the Bases for Segmenting Consumer Markets?  A. Geographic, Demographic, Psychographic and Behavioural  B. Geographic, demographic, Psychographic and Racial profile  C. Geographic, Demographic, Psychographic and Social class  D. Geographic, Demographic, Psychographic and Gender  E. None of the above http://rustie27.blogspot.com/
  • 54. ConceptSegmenting Consumer Markets Geographic Demographic Psychographic Behavioral http://myrtlefrantilla.blogspot.com/ 55
  • 55. Improved Answer 4. What are the Bases for Segmenting Consumer Markets? A. Geographic, Demographic, Psychographic and Behavioural B. Geographic, demographic, Psychographic and Racial profile C. Geographic, Demographic, Psychographic and Social class D. Geographic, Demographic, Psychographic and Gender E. None of the above http://rustie27.blogspot.com/
  • 56. TOP 10 Learning Questions for Chapter 8Identifying Market Segments &Targets Sheilanor C. Turingan/Sue Silubrico April 14, 2011 http://sheilanorturingan.blogspot.com 57
  • 57. 2. The following are levels of target marketing, except?A. IndividualB. SegmentC. LocalD. NicheE. Mass http://sheilanorturingan.blogspot.com 58
  • 58. Improved Question 2. The following are levels of target marketing, except?A. Individual MarketingB. Segment MarketingC. Local MarketingD. Niche MarketingE. Geographical Marketing http://sheilanorturingan.blogspot.com 59
  • 59. Concept 4 Levels of Target Marketing Segment Marketing Local MarketingIndividual Marketing Niche Marketing http://sheilanorturingan.blogspot.com
  • 60. Concept 4 Levels of Target Marketing1. Individual – one-to-one/customized marketing2. Segment – customers with similar needs3. Local – tailored to needs of customers in trading areas, neighborhoods4. Niche – customers with distinct set of needs http://sheilanorturingan.blogspot.com 61
  • 61. Improved Answer 2. The following are levels of target marketing, except?A. Individual MarketingB. Segment MarketingC. Local MarketingD. Niche MarketingE. Geographical Marketing http://sheilanorturingan.blogspot.com 62
  • 62. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan/Sue Silubrico April 2011 http://taeyangxinyi.blogspot.com
  • 63. 10. Which of the following is not a role on a brand portfolio?A. Cash CowsB. FlankersC. Low-End Entry LevelD. Niche MarketerE. High-End Prestige http://taeyangxinyi.blogspot.com 42
  • 64. Improved Question 10. Which of the following is not a role on a brand portfolio?A. Cash CowsB. FlankersC. Low-End Entry LevelD. Customer EquityE. High-End Prestige http://taeyangxinyi.blogspot.com 42
  • 65. ConceptBrand Roles on a Brand PortfolioWhat brand type is the product? FLANKERS CASH COWS LOW-END HIGH-END ENTRY LEVEL PRESTIGE From Philip Kotler’s, Marketing Management, 13th ed. http://taeyangxinyi.blogspot.com 40
  • 66. Customer Equity is the sum oflifetime values of all customers,not a role on a brand portfolioFLANKERSFighter brands that are positioned w/ respect to competitors’ brandsso that more important (profitable) brands are able to retain theirdesired positionCASH COWSBrands that are able to hold on to enough customers & maintainprofitability w/ virtually no marketing supportLOW-END ENTRY LEVELRelatively low-priced “traffic-builder” brands that attract customersto the brand franchise in hopes to trading customers up to thehigher-priced brandHIGH-END PRESTIGEBrands that add prestige and credibility to the entire portfolio From Philip Kotler’s, Marketing Management, 13th ed. http://taeyangxinyi.blogspot.com 41
  • 67. Improved Answer 10. Which of the following is not a role on a brand portfolio?A. Cash CowsB. FlankersC. Low-End Entry LevelD. Customer EquityE. High-End Prestige http://taeyangxinyi.blogspot.com 42
  • 68. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco/Sue Silubrico April 14, 2011
  • 69. 4. The following are Differentiation Strategies exceptA. ProductB. ChannelC. CustomerD. PersonnelE. Image
  • 70. Improved Question 4. The following are Differentiation Strategies exceptA. Product DifferentiationB. Channel DifferentiationC. Style DifferentiationD. Personnel DifferentiationE. Image Differentiation
  • 71. ConceptDIFFERENTIATION STRATEGIES ARE…PRODUCT – Competence, Credibility, CommunicationPERSONNEL – Style, Design, Performance, DeliveryCHANNEL – CoverageIMAGE – Distinguishes the product from competing products 72
  • 72. ConceptDIFFERENTIATION STRATEGIESPRODUCTPERSONNELCHANNELIMAGE 73
  • 73. Improved Answer 4. The following are Differentiation Strategies exceptA. Product DifferentiationB. Channel DifferentiationC. Style DifferentiationD. Personnel DifferentiationE. Image Differentiation
  • 74. TOP 10 Questions for Chapter 10:Crafting the Brand Positioning Anna Katrina L. Guray/Sue Silubrico April 15, 2011 http://annaguray06.blogspot.com
  • 75. Question w/ Answer 4. Which of the following desirability criteria asks a question such as “Is the brand profitable and difficult to attack?” when determining a POD (point-of- difference)? a. Communicability b. Sustainability c. Value Orientation d. Feasibility e. None of the above http://annaguray06.blogspot.com 76
  • 76. Improved Question 4. Which of the following deliverability criteria asks a question such as “Is the brand profitable and difficult to attack?” when determining a POD (point-of- difference)? a. Distinctiveness b. Sustainability c. Communicability d. Feasibility e. None of the above http://annaguray06.blogspot.com 77
  • 77. Concept 4: Deliverability Criteria for PODs Company’s Perspective FEASIBILITY COMMUNICABILITY SUSTAINABILITY http://annaguray06.blogspot.com
  • 78. Improved Answer 4. Which of the following deliverability criteria asks a question such as “Is the brand profitable and difficult to attack?” when determining a POD (point-of- difference)? a. Distinctiveness b. Sustainability c. Communicability d. Feasibility e. None of the above http://annaguray06.blogspot.com 79
  • 79. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao/Sue Silubrico April 2011
  • 80. 5. Define _____ and opponents is one of the strategies of a market Challenger.a. Strategic Innovationb. Strategic Implementationc. Strategic Objectived. None of the abovee. All of the above 81
  • 81. Improved Question 5. A Market challenger must first define its __________.a. Strategic Plansb. Strategic Implementationc. Strategic Objectived. Strategic Opponentse. All of the above 82
  • 82. Concept How market challengers strategiesDefine Strategic Objective and opponents Choose general attack strategy Choose specific attack strategy Market Leader 83
  • 83. Concept Most aim to increase market share!Define Strategic Objective and opponents  Decide whom to attack! Choose general attack strategy  Market Leader  Firm’s own size underfinanced Choose specific attack strategy and not doing the job  small and local firms 84
  • 84. Improved Answer 5. A Market challenger must first define its __________.a. Strategic Plansb. Strategic Implementationc. Strategic Objectived. Strategic Opponentse. All of the above 85
  • 85. TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor/Sue Silubrico April 14, 2011 http://www.slideshare.net/ivyvillamor
  • 86. 5. This classification of goods usually survive many uses which also entails high personal selling & guarantees but gives higher margin.A. Non durable goodsB. ServicesC. Durable goodsD. Staple goodsE. None of the above 87
  • 87. Improved Question 5. This classification of goods usually survive many uses which also entails high personal selling & guarantees but gives higher margin.A. Non durable goodsB. Specialty goodsC. Shopping goodsD. Durable goodsE. Unsought goods 88
  • 88. Concept Concept 3: Market Survival Mix of Different Product Classifications – Durability/Tangibility  Available in manyNormally locationsconsumed in 1  Charge small markup,or few uses Nondurable  Advertise heavily for goods trial and build preference Durable Services goods http://www.slideshare.net/ivyvillamor
  • 89. Concept Concept 3: Market Survival Mix of Different Product Classifications – Durability/TangibilityNormally survivemany uses Nondurable personal selling & goods service, margin, guarantees Durable Services goods
  • 90. Concept Concept 3: Market Survival Mix of Different Product Classifications – Durability/Tangibility Nondurable goods  QC  Supplier credibility and adaptability Durable Services goods Intangible, inseparable, variable, and perishable
  • 91. Concept Concept 3: Market Survival Mix of Different Product Classifications – Durability/Tangibility Nondurable goods Durable Services goods http://www.slideshare.net/ivyvillamor
  • 92. Improved Answer 5. This classification of goods usually survive many uses which also entails high personal selling & guarantees but gives higher margin. A. Service goods B. Specialty goods C. Shopping goods D. Durable goods E. Unsought goods 93
  • 93. TOP 10 Learning QuestionsCh 13 Designing and Managing Services Ronald Patrick G. Wenceslao/Sue Silubrico April 2011 rgwenceslao.blogspot.com
  • 94. 5. Service positioning strategy can be made tangible through?A. PriceB. SymbolsC. PlaceD. PeopleE. All of the above 4
  • 95. Improved Question 5. Service positioning strategy can be made tangible through the following except.A. PriceB. PlaceC. PeopleD. EquipmentE. Product 4
  • 96. Concept Physical Evidence and Presentation Place Communication Material People Symbols Entertainment Price 7
  • 97. Improved Answer 5. Service positioning strategy can be made tangible through the following except.A. PriceB. PlaceC. PeopleD. ProductE. Equipment 4
  • 98. TOP 10 Learning Questions forCh 14 Developing Pricing Strategies and Programs Zaragoza/Sue Silubrico April 15, 2011 meghanngettingthere.blogspot.com
  • 99. 5. Which of the following is NOT a goal of companies in positioning their market offering?A. Greatest Market ShareB. Product-quality LeadershipC. Largest Market SkimmingD. Product-price LeadershipE. Maximum Current Profit meghanngettingthere.blogspot.com 100
  • 100. Improved Question 5. The following are the Major selecting pricing objective except.A. SurvivalB. Maximum market shareC. Maximum marketing skimmingD. Product price sensitivityE. Product quality leadership meghanngettingthere.blogspot.com 101
  • 101. Concept Setting Price STEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING From Philip Kotler’s, Marketing Management, 13th Edition meghanngettingthere.blogspot.com 102
  • 102. The price set by the company helps them achieve theirGOAL in the MARKET. Setting the RIGHT PRICE allows acompany to adjust its production to make them anindustry leader. From Philip Kotler’s, Marketing Management, 13th Edition meghanngettingthere.blogspot.com 103
  • 103. Improved Answer 5. The following are the Major selecting pricing objective except.A. SurvivalB. Maximum market shareC. Maximum marketing skimmingD. Product price sensitivityE. Product quality leadership meghanngettingthere.blogspot.com 104
  • 104. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O./Sue Silubrico April 15,2011 http://annalimedina.blogspot.com
  • 105. Answer 3. Identify the one phrase which does not pertain to channel member functionsA. Gathering of InformationB. Develop and disseminate persuasive communicationC. Reach agreements on price and termsD. Budgeting and PlanningE. Assume risksF. Provide for storageG. Provide for buyers payment of billsH. Oversee actual transfer of ownership http://annalimedina.blogspot.com 106
  • 106. Improved Question3. Identify which of the following doesnot pertain to main elements in thetrade-relation mixA. Price policyB. Condition of saleC. Distributors’ territorial rightsD. Mutual services and responsibilitiesE. Training and motivating http://annalimedina.blogspot.com 107
  • 107. Concept Concept 7: Channel Management DecisionsSelecting Channel Members Training and Motivating Channel MembersEvaluating Channel Members Modifying Channel Design And Arrangements Kotler, Keller, Marketing Management, 13th ed. http://annalimedina.blogspot.com
  • 108. Improved Answer3. Identify which of the following doesnot pertain to main elements in thetrade-relation mixA. Price policyB. Condition of saleC. Distributors’ territorial rightsD. Mutual services and responsibilitiesE. Training and motivating http://annalimedina.blogspot.com 109
  • 109. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales/Sue Silubrico April 14, 2011
  • 110. Question 3 Which of the following is not a major type of wholesaler?A. Full ServiceB. Brokers / AgentsC. MerchantD. Limited ServiceE. Specialized Service 111
  • 111. 5. The following are the major types of wholesaler except.A. Full ServiceB. Brokers / AgentsC. MerchantD. Limited ServiceE. Specialized Service
  • 112. Concept The Major Types of Wholesalers - Merchant - Independently owned; take title to the merchandise they handle - Ex: jobbers, distributors, mill supply houses - Full Service - Carry stock, maintain sales force, offer credit, make deliveries, provide management assistance - Limited Service - Cater to specific type of service / merchandise Source: Marketing Management 13th Ed by Philip Kotler 113
  • 113. The Major Types ofWholesalers (cont’d)- Brokers / Agents - Facilitate buying and selling on a commission of 2%-6%- Manufacturers - Operations conducted by own company- Specialized wholesalers - Ex auction companies, agricultural assemblers, Source: Marketing Management 13th Ed by Philip Kotler 114
  • 114. Improved Answer 5. The following are the major types of wholesaler except.A. Full ServiceB. Brokers / AgentsC. MerchantD. Limited ServiceE. Specialized Service
  • 115. TOP 10 Learning Question forChapter 17 Designing andManaging Integrated Marketing Yang Zhao/Sue Silubrico April. 2011 http://zhaointote.blogspot.com/
  • 116. 1.How many modes of marketingcommunication mix? A. 2 B. 4 C. 6 D. 8 E. 10 http://zhaointote.blogspot.com/
  • 117. Improved Question1, The following are modes ofcommunication except. A. Advertising B. Sales promotion C. Word of mouth D. Personal Selling E. Brand responses http://zhaointote.blogspot.com/
  • 118. Concept Models of Marketing Communications Word ofAdvertising Direct mouth marketing Sales Interactive promotio Marketing n PRs & Events Publicity and Personal experienc http://zhaointote.blogspot.com/ Selling
  • 119. Concept Marketing Communication mix (8 major models of Communication) Advertising Any paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor. Sales Promotion A variety of short-term incentives to encourage trial or purchase of a product or service Events and experience Company-sponsored activities and programs designed to create daily or special brand-related interactions Public relations and publicity A program designed to promote or protect a companys image or its individual products http://zhaointote.blogspot.com/
  • 120. Concept Marketing Communication mix (8 major models of Communication) Direct Marketing User of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects. Interactive Marketing Online activities and programs designed to engaged customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services Word- of - Mouth Marketing People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services. Personal Selling Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. http://zhaointote.blogspot.com/
  • 121. Improved Answer1. The following are modes ofcommunication except. A. Advertising B. Sales promotion C. Word of mouth D. Personal Selling E. Brand responses http://zhaointote.blogspot.com/
  • 122. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo/Sue Silubrico April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
  • 123. 4. In developing an ad campaign, which of these steps that marketers employ involves consideration of the advertising medium (tv, print & radio)?A. Message generation and evaluationB. Creative development and executionC. Social-responsibility reviewD. All of the aboveE. None of the above http://ph.linkedin.com/in/francisbensoncabehugo 124
  • 124. Improved Question 4. In developing an ad campaign, which of these steps that marketers employ involves consideration of the advertising medium (tv, print & radio)?A. Creative Message and evaluationB. Creative development and executionC. Creative Social-responsibility reviewD. All of the aboveE. None of the above http://ph.linkedin.com/in/francisbensoncabehugo 125
  • 125. ConceptA good ad focuses on 1 or 2 coreselling propositions! Conduct market research Message generation and Prepare a creative evaluation brief (includes key message, target audience, key brand benefits, etc.) http://ph.linkedin.com/in/francisbensoncabehugo 126
  • 126. ConceptThe ad’s impact depends not only on whatit says, but often more important, how itsays it. Creative development and Execution TV ads Print ads Radio ads • Effective means • Provide detailed • flexibility of vividly product • Relatively demonstrating information inexpensive to product • Effectively produce and attributes communicate place • Portray usage user & usage imagery, brand imagery personality, etc. http://ph.linkedin.com/in/francisbensoncabehugo 127
  • 127. ConceptAdvertisers must be sure advertisingdo not overstep social & legal norms Social responsibility review regulations laws advertising http://ph.linkedin.com/in/francisbensoncabehugo 128
  • 128. Improved Answer 4. In developing an ad campaign, which of these steps that marketers employ involves consideration of the advertising medium (tv, print & radio)?A. Creative Message and evaluationB. Creative development and executionC. Creative Social-responsibility reviewD. All of the aboveE. None of the above http://ph.linkedin.com/in/francisbensoncabehugo 129
  • 129. TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte/Sue Silubrico April 2011 http://carolinequarte.blogspot.com/
  • 130. 3. What is the RFM formula for selecting prospects?A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Recency, Functionality, Monetary http://carolinequarte.blogspot.com/
  • 131. Improved Question 3. What are R-F-M formula stands for? A. Recency, Functionality, Mobility B. Recency, Frequency, Monetary C. Response, Frequency, Marketing D. Response, Functionality, Monetary http://carolinequarte.blogspot.com/
  • 132. Concept How to get a prospective client Recency Frequency Monetary value http://carolinequarte.blogspot.com/
  • 133. RFM Formula is a marketing technique used to determine quantitatively which customers are the best ones- how recently a customer has purchased (Recency)- how often they purchase (Frequency)- how much the customer spends (Monetary). http://carolinequarte.blogspot.com/
  • 134. Improved Answer 3. What are R-F-M formula stands for? A. Recency, Functionality, Mobility B. Recency, Frequency, Monetary C. Response, Frequency, Marketing D. Response, Functionality, Monetary http://carolinequarte.blogspot.com/
  • 135. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon/Sue Silubrico April 15, 2011 http://louiemarkquizon.blogspot.com
  • 136. 2. A clothing company’s process of letting itscustomers choose what designs to sellinstead of the familiar process of companydesigners choosing what to sell is anexample of what Creativity technique?A. New contextsB. Reverse assumption analysisC. Forced relationshipsD. Mind mappingE. Morphological analysis http://louiemarkquizon.blogspot.com 137
  • 137. Improved Question 2. __________is one of Creative techniques wherein you take familiar processes such as people helping services A. New contexts B. Reverse assumption analysis C. Forced relationships D. Mind mapping E. Morphological analysis http://louiemarkquizon.blogspot.com 138
  • 138. Concept Stimulate Creativity in Individuals and Groups! Attribute Listing • List the attributes then modify Forced Relationships • Relationship of ideas with one another Morphological Analysis • Many solutions by combinations http://louiemarkquizon.blogspot.com 139
  • 139. Concept Stimulate Creativity in Individuals and Groups! Reverse Assumption Analysis • List normal assumptions and then reverse New Contexts • New context instead of familiar processes Mind mapping • Create associations with each idea http://louiemarkquizon.blogspot.com 140
  • 140. Concept Example: TeamManila’s Creativity Generation – New Context Familiar Process: • Company designers choose designs to sell New Context: • Customers choose what designs to sell http://louiemarkquizon.blogspot.com 141
  • 141. Improved Answer 2. __________is one of Creative techniques wherein you take familiar processes such as people helping services A. New contexts B. Reverse assumption analysis C. Forced relationships D. Mind mapping E. Morphological analysis http://louiemarkquizon.blogspot.com 142
  • 142. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L./Sue Silubrico April 14, 2011 www.leeaizabelsandel.blogspot.com
  • 143. 7. All of the following marketingaspects might be adapted forInternational Marketing except….A. Product features, colors, materials and pricesB. Packaging, labeling and brand nameC. Advertising media, advertising execution, advertising themes and sales promotionD. All of the aboveE. None of the above www.leeaizabelsandel.blogspot.com 144
  • 144. Improved Question7. All of the following marketing aspectsmight be adapted for International Marketingexcept….A. Product features, colors, materials and pricesB. Packaging, labeling and brand nameC. Advertising media, advertising execution, advertising themes and sales promotionD. Innovation, Investment, Joint VenturesE. None of the above www.leeaizabelsandel.blogspot.com 145
  • 145. Concept All of the aspects below can be adapted for the international market. Products features  Brand Name Labelling  Packaging Colors Prices Materials  Advertising theme Sales Promotion Advertising media www.leeaizabelsandel.blogspot.com 146
  • 146. Concept Other aspects can also be adapted, such as company distribution channel, mode of entry and organizational strategy. Tapping into global market will require changes to company strategies to cater to a very diverse market. Products features  Brand Name Labelling  Packaging Colors Prices Materials  Advertising theme Sales Promotion Advertising media www.leeaizabelsandel.blogspot.com 147
  • 147. Improved Answer7. All of the following marketing aspectsmight be adapted for International Marketingexcept….A. Product features, colors, materials and pricesB. Packaging, labeling and brand nameC. Advertising media, advertising execution, advertising themes and sales promotionD. Innovation, Investment, Joint VenturesE. None of the above www.leeaizabelsandel.blogspot.com 148
  • 148. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano/Sue Silubrico April 14, 2011 miralynnserrano.blogspot.com
  • 149. 1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ .A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity miralynnserrano.blogspot.com 150
  • 150. Improved Question 1. Functional Organization is very effective in Internal Marketing because of the main advantage of administrative ________ .A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity miralynnserrano.blogspot.com 151
  • 151. Concept FUNCTIONAL ORGANIZATIONis the most COMMON form ofMarketing organization and for Administrative SIMPLICITY miralynnserrano.blogspot.com 5
  • 152. Concept Effective Internal Marketing using FUNCTIONAL ORGANIZATION Marketing Vice President miralynnserrano.blogspot.com 7
  • 153. Improved Answer 1. Functional Organization is very effective in Internal Marketing because of the main advantage of administrative ________ .A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity miralynnserrano.blogspot.com 154

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