Top 10 questions chapter 2 developing marketing strategies and plans silubrico
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  • 1. TOP 10 Learning Questions for (Chapter 2 Developing Marketing Strategies and Plans) Sue Ann Silubrico April 15, 2011 http://suesilubrico.blogspot.com/
  • 2. 1. What are the two levels ofMarketing Plans? A. Strategic and Tactical B. Planning and Organizing C. Product and Service D. Development and Penetration E. None of the above http://suesilubrico.blogspot.com/ 2
  • 3. What are the levels ofMarketing Plan? Strategic Tactical Identify target Lays Marketing Markets and Plans Value proposition Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 3
  • 4. Explanation of Concept In Strategic Marketing Plan firms will offer, based on best market opportunities  Strategic: Nike’s Target Markets are: Athletes Fitness Enthusiasts Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 4
  • 5. Explanation of Concept In Tactical Marketing Plan includes product features, promotion,merchandising,pricing sales channels and service.  Tactical: Merchandising Promotion Product features Pricing Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 5
  • 6. Answer1. What are the two levels ofMarketing Plans? A. Strategic and Tactical B. Planning and Organizing C. Product and Service D. Development and Penetration E. None of the above http://suesilubrico.blogspot.com/ 6
  • 7. 2. _______,_______ and _____ arePorter’s 3 Generic Strategies. A. Promotional, Logistics and Pricing B. Planning, Implementing and Controlling C. Overall cost leadership, Differentiation and Focus D. Customer intimacy, Operational Excellence and Product leadership E. None of the above http://suesilubrico.blogspot.com/ 7
  • 8. Porter’s Generic StrategiesOverall cost Leadership Differentiation Focus Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 8
  • 9. Explanation of Concept What is Overall Cost Leadership?  Company seeks to gain greater market share  To increase their sales  To have lower prices than the competition Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 9
  • 10. Explanation of Concept What is Differentiation?  Product or service that offers unique attributes.  Valued by customers  Competitive advantage based on products or service. Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 10
  • 11. Explanation of Concept What is Focus?  Concentrates on meeting specialized needs of its customers  Focus on specific customers or markets Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 11
  • 12. Answer2. _______,_______ and _____ arePorter’s 3 Generic Strategies. A. Promotional, Logistics and Pricing B. Planning, Implementing and Controlling C. Overall cost leadership, Differentiation and Focus D. Customer intimacy, Operational Excellence and Product leadership E. None of the above http://suesilubrico.blogspot.com/ 12
  • 13. 3. The type of market a company willserve is ______. A. Market Segment B. Market Penetration C. Market development D. Market share E. None of the above http://suesilubrico.blogspot.com/ 13
  • 14. What are the MajorCompetitive Sphere? Industry Geographical Products Vertical Competence Channels Market Segment Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 14
  • 15. Explanation of Concept Who are the target market of Starbucks? Family Market Friends Segment Students Employees Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 15
  • 16. Answer3. The type of market a company willserve is ______. A. Market Segment B. Market Penetration C. Market development D. Market share E. None of the above http://suesilubrico.blogspot.com/ 16
  • 17. 4. Which of the following statement is True?A. Logistics is 1 of 4 Categories of Marketing Alliances.B. Promotional Alliances means two companies jointly market their complementary products.C. Product Alliances does not give one company licenses to produce its product.D. Strategic alliances does not take the form of marketing alliances.E. Giant companies can achieve leadership even without forming alliances. http://suesilubrico.blogspot.com/ 17
  • 18. What are MarketingAlliances? Product or Services Alliances Promotional Alliances Logistics Alliances Pricing Collaborations Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 18
  • 19. Explanation of Concept Logistic Alliances: One company offers logistical services for another company’s products.  Abbotts laboratories warehouses and delivers 3M’s Medical and surgical products. Medical warehouse supplies Deliveries Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 19
  • 20. Answer 4. Which of the following statement is True? A. Logistic is 1 of 4 Categories of Marketing AlliancesB. Promotional Alliances means two companies jointly market their complementary products.C. Product Alliances does not give one company licenses to produce its product.D. Strategic alliances does not take the form of marketing alliances.E. Giant companies can achieve leadership even without forming alliances. http://suesilubrico.blogspot.com/ 20
  • 21. 5. Which of the following statement is False?A. Raw material to final product and distribution in which company will participate is called Vertical channel.B. Industry,Geographical,Vertical channels, Market segment, Competence and products are the major competitive sphere which the company will operate.C. The range of regions and countries which company will operate is called Geographical sphere.D. Aston Martin makes only high performance sports car.E. Market segment defines the range of products and application they supply. http://suesilubrico.blogspot.com/ 21
  • 22. What are the MajorCompetitive Sphere? Industry Geographical Products Vertical Competence Channels Market Segment Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 22
  • 23. Explanation of Concept Starbucks serves people worldwide with high quality products. Products – Define the range of products and application they will supply Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 23
  • 24. Answer 5. Which of the following statement is False?A. Raw material to final product and distribution in which company will participate is called Vertical channel.B. Industry,Geographical,Vertical channels, Market segment, Competence and products are the major competitive sphere which the company will operate.C. The range of regions and countries which company will operate is called Geographical sphere.D. Aston Martin makes only high performance sports car.E. Market segment defines the range of products and application they supply. http://suesilubrico.blogspot.com/ 24
  • 25. 6.Below are the contents ofMarketing plan except. A. Feedback and control B. Implementation control C. Financial Projections D. Executive Summary E. Situation Analysis http://suesilubrico.blogspot.com/ 25
  • 26. What are the contents of Marketing Plans?Executive SummaryTable of ContentsSituation AnalysisMarketing StrategyFinancial ProjectionsImplementation Controls Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 26
  • 27. Explanation of Concept What is Marketing Plan?  Marketing Plan is a written document that summarizes what the marketers has learned about the marketplace and indicates how the firms plans to reach its marketing objectives. http://suesilubrico.blogspot.com/ 27
  • 28. Answer6.Below are the contents ofMarketing plan except. A. Feedback and control B. Implementation control C. Financial Projections D. Executive Summary E. Situation Analysis http://suesilubrico.blogspot.com/ 28
  • 29. 7. Which of the following does notinclude in Business unit strategicPlanning process? A. Business mission B. SWOT analysis C. Goal formulation D. Strategy formulation E. Marketing innovation http://suesilubrico.blogspot.com/ 29
  • 30. are Business Unit StrategicPlanning Process Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 30
  • 31. Explanation of Concept Business Mission: Needs to define its specific mission within the company Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 31
  • 32. Explanation of Concept SWOT Analysis: Overall evaluation of companys Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 32
  • 33. Explanation of Concept Goal Formulation:  Develop specific goal for the planning period Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 33
  • 34. Explanation of Concept Strategic Formulation:  Business must design strategy for achieving its goals. Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 34
  • 35. Explanation of Concept Program Formulation:  Must Plan program to strengthen Research & Development Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 35
  • 36. Explanation of Concept Implementation:  Even great marketing strategy can be sabotaged by poor implementation Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 36
  • 37. Explanation of Concept Feedback and Control:  “Do the right thing – to be effective” Than  “To do things right – to be efficient” - Peter Ducker Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 37
  • 38. Answer7. Which of the following does notinclude in Business unit strategicPlanning process? A. Business mission B. SWOT analysis C. Goal formulation D. Strategy formulation E. Marketing innovation http://suesilubrico.blogspot.com/ 38
  • 39. 8. McDonald’s teamed up with Disney for 10 years tooffer products related to Disney movies as part of itshappy meals what Marketing alliances does McDonaldsfalls under? A. Product or services alliances B. Promotional Alliances C. Logistics Alliances D. Pricing Alliances E. None of the above http://suesilubrico.blogspot.com/ 39
  • 40. What are MarketingAlliances? Product or Services Alliances Promotional Alliances Logistics Alliances Pricing Collaborations Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 40
  • 41. Explanation of Concept Products and Services Alliances: License other company to produce its products  Starbucks is extending its brand.  Starbucks partnered with PepsiCo Inc.  To produce a bottled version of Starbucks Frappuccino.  Another partnership with Dryers  To produce Starbucks branded ice cream products. Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 41
  • 42. Explanation of Concept Promotional Alliances: Company agrees to carry promotion for another company’s product or service.  Mc Donalds teamed up with Disney for 10 years to offer products related to Disney films as part of its happy meals. Bee Movie Ice Age Movie Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 42
  • 43. Explanation of Concept Logistic Alliances: One company offers logistical services for another company’s products.  Abbotts laboratories warehouses and delivers 3M’s Medical and surgical products. Medical warehouse supplies Deliveries Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 43
  • 44. Explanation of Concept Pricing Collaborations: One or more companies join in special pricing collaborations. Hotels and rental car companies often offer mutual discounts Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 44
  • 45. Answer8. McDonald’s teamed up with Disney for 10 years to offerproducts related to Disney movies as part of its happymeals what Marketing alliances does McDonalds fallsunder? A. Product or services alliances B. Promotional Alliances C. Logistics Alliances D. Pricing Alliances E. Industry Alliances http://suesilubrico.blogspot.com/ 45
  • 46. 9. Starbucks partnered with PepsiCo Inc. toproduce a bottled version of Starbucks Frappuccinowhich Marketing alliances does starbucks falls under? A. Product or services alliances B. Promotional Alliances C. Logistics Alliances D. Pricing Alliances E. Industry Alliances http://suesilubrico.blogspot.com/ 46
  • 47. What are MarketingAlliances? Product or Services Alliances Promotional Alliances Logistics Alliances Pricing Collaborations Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 47
  • 48. Explanation of Concept Products and Services Alliances: License other company to produce its products  Starbucks is extending its brand.  Starbucks partnered with PepsiCo Inc.  To produce a bottled version of Starbucks Frappuccino. Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 48
  • 49. Answer9. Starbucks partnered with PepsiCo Inc. toproduce a bottled version of Starbucks Frappuccinowhich Marketing alliances does starbucks falls under? A. Product or services alliances B. Promotional Alliances C. Logistics Alliances D. Pricing Alliances E. Industry Alliances http://suesilubrico.blogspot.com/ 49
  • 50. 10. Abbotts laboratories warehouses and delivers 3M’sMedical and surgical products what marketing alliancesdoes Abbotts falls under? A. Product or services alliances B. Promotional Alliances C. Logistics Alliances D. Pricing Alliances E. None of the above http://suesilubrico.blogspot.com/ 50
  • 51. What are MarketingAlliances? Product or Services Alliances Promotional Alliances Logistics Alliances Pricing Collaborations Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 51
  • 52. Explanation of Concept Logistic Alliances: One company offers logistical services for another company’s products.  Abbotts laboratories warehouses and delivers 3M’s Medical and surgical products. Medical warehouse supplies Deliveries Reference : Philip Kotler’s Marketing Management 13th Edition http://suesilubrico.blogspot.com/ 52
  • 53. Answer10. Abbotts laboratories warehouses and delivers 3M’sMedical and surgical products what marketing alliancesdoes Abbotts falls under? A. Product or services alliances B. Promotional Alliances C. Logistics Alliances D. Pricing Alliances E. None of the above http://suesilubrico.blogspot.com/ 53
  • 54. TOP 10 Learning Questions for (Chapter 2 Developing Marketing Strategies and Plans) Sue Ann Silubrico April 15, 2011 http://suesilubrico.blogspot.com/