TOP 10 Learning Questions forChapter 1: 21st Century Marketing               Paul Abigan            December 15, 2011   Ch...
1. Which is most difficult to market?A.   EventsB.   IdeasC.   ServicesD.   ExperiencesE.   Healthcare                   w...
1. In the following choices, which is the most difficult to market?A.   EventsB.   IdeasC.   ServicesD.   ExperiencesE.   ...
What is Marketed?        www.catansay.blogspot.com                    4
Healthcare?There are two strongly distinctive aspects of health care. One isthat you don’t know when or whether you’ll nee...
1. Which is most difficult to      market?A.   EventsB.   IdeasC.   ServicesD.   ExperiencesE.   Healthcare               ...
1. In the following choices, which is the most difficult to market?A.   EventsB.   IdeasC.   ServicesD.   ExperiencesE.   ...
Top 10 QuestionsChapter 2 Marketing Management          Catherine Ansay         December 15, 2011   Chapter 2 Marketing Ma...
2. _________ specifies the marketing         tactics, including product features,         promotion, merchandising, pricin...
2. In Marketing, the _________ specifies the          marketing tactics, including product          features, promotion, m...
Tactical Marketing Plan      www.catansay.blogspot.com
Tactical Marketing Plan• Teams develop marketing plan with inputs and  sign-offs from every important function• Management...
2. _________ specifies the marketing tactics,        including product features, promotion,        merchandising, pricing,...
2. In Marketing, the _________ specifies the          marketing tactics, including product          features, promotion, m...
TOP 10 Learning Questions forChapter 3 : Gathering Information and Scanning the Environment            Nyel Berroya       ...
3. A _________environment which shapes the     beliefs, values and norms that largely define     consumer tastes and prefe...
3. The environment ,which shapes the beliefs,     values and norms that largely define consumer     tastes and preferences...
Social – Cultural Environment…    Views of themselves       Views of others          Views of organization              Vi...
Social – Cultural Environment…• Views of themselves = concern about oneself• Views of others = concern about unfortunate o...
3. A _________environment which shapes the     beliefs, values and norms that largely define     consumer tastes and prefe...
3. The environment ,which shapes the beliefs,     values and norms that largely define consumer     tastes and preferences...
TOP 10 Learning Questions forChapter 4: ConductingMarketing Research and Forecasting Demand     Ma Alexandria Bulaon      ...
4. The first step in the marketing  research process is _____.A. develop the research planB. define the problem and resear...
4. What is the first step in marketing  research process?A. develop the research planB. define the problem and research   ...
The Marketing Research Process     Define the problem     Develop research plan     Collect information                   ...
Steps in the Marketing Research ProcessStep 1: Define the Problem –Determining & clarifying the management’s information n...
Defining the ProblemThe starting phase is always identifying thereason or problem for which research is to beconducted. Th...
4. The first step in the marketing researchprocess is _____.A. develop the research planB. define the problem and research...
4. What is the first step in marketing  research process?A. develop the research planB. define the problem and research   ...
TOP 10 Learning Questions for   Chapter 6: Analyzing Consumer Markets            Jem Caraig         December 16, 2011  For...
5. In the three factors that influence on consumer     behavior, which is the factor that exerts the     broadest and deep...
5. Which of the three factors exert the broadest     and deepest influence on consumer behavior?A.   Social FactorsB.   Cu...
What Influences Consumer Behavior?                         Cultural FactorsCulture, subculture, and social class are parti...
What Influences Consumer Behavior?                                      Cultural Factors             Culture, subculture, ...
5. In the three factors that influence on consumer     behavior, which is the factor that exerts the     broadest and deep...
5. Which of the three factors exert the broadest     and deepest influence on consumer behavior?A.   Social FactorsB.   Cu...
Top 10 Questions for           (Chapter #7)        Marika Chavez      December 15, 2011Chapter 7 Marketing Management, Kot...
6. In the Buying Center, who are the peoplewho define specifications and provideinformation for evaluating alternativesA. ...
6. _______ are people who definespecifications and provide information forevaluating alternatives in the buying center.A. ...
The Buying CenterInitiators             Users                     Influencers                                   Deciders  ...
The Buying Center1.   Initiators –Uses other organization who request that something be purchased.2.   Users – Those who w...
6. In the Buying Center, who are the people      who define specifications and provide      information for evaluating alt...
6. _______ are people who definespecifications and provide information forevaluating alternatives in the buying center.A. ...
TOP 10 Learning Questions for                  (Chapter 8- Identifying                   Market Segments and              ...
7. A ______ is a more narrowly defined customer group seeking a distinctive mix of benefits.A. SegmentB. Local AreaC. Plac...
7. A more narrowly defined customer group seeking a distinctive mix of benefits is called _____.A. SegmentB. Local AreaC. ...
Four Levels of Micromarketing   Segments                            Niches  Local Areas                         Individual...
What does an attractive   niche look like?• fairly      small but has size, profit, and growthpotential• unlikely to attra...
7. A ______ is a more narrowly defined customer      group seeking a distinctive mix of benefits.A.   SegmentB.   Local Ar...
7. A more narrowly defined customer group seeking a distinctive mix of benefits is called _____.A. SegmentB. Local AreaC. ...
Top 10 Learning Questions for              Chapter 9        Creating Brand Equity                 Roche Deluta            ...
8. In a brand resonance pyramid, ___________is the intensity or depth of the psychologicalbond customers have with the bra...
8. ___________ is the intensity or depth of thepsychological bond customers have with thebrand, as well as the level of ac...
Brand Resonance Pyramid                     RESONANCE              JUDGMENTS FEELINGS           PERFORMANCE IMAGERY       ...
Brand Resonance PyramidRefers to the nature of the relationshipcustomers have with the brand and the    extent to which th...
Brand Resonance Pyramid Focus on customer’s                                                     Focus on customer’sown per...
8. In a brand resonance pyramid, ___________is the intensity or depth of the psychologicalbond customers have with the bra...
8. ___________ is the intensity or depth of thepsychological bond customers have with thebrand, as well as the level of ac...
Top 10 Learning Questions for              Chapter 9        Creating Brand Equity                 Roche Deluta            ...
9. Which of the following statement can be                best described a Brand?A.   Identify the leading market of one s...
9. In the following statements, which                statement can best describe a Brand?A.   Identify the leading market ...
The American Marketing Association                     defines brand as   NAME                                            ...
The American Marketing Association defines                           brand as   NAME                                      ...
Which of the following statement can                be best described a Brand?A.   Identify the leading market of one sell...
9. In the following statements, which                statement can best describe a Brand?A.   Identify the leading market ...
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  1. 1. TOP 10 Learning Questions forChapter 1: 21st Century Marketing Paul Abigan December 15, 2011 Chapter 1 21st Century Marketing Abigan www.catansay.blogspot.com
  2. 2. 1. Which is most difficult to market?A. EventsB. IdeasC. ServicesD. ExperiencesE. Healthcare www.catansay.blogspot.com 2
  3. 3. 1. In the following choices, which is the most difficult to market?A. EventsB. IdeasC. ServicesD. ExperiencesE. Healthcare www.catansay.blogspot.com 3
  4. 4. What is Marketed? www.catansay.blogspot.com 4
  5. 5. Healthcare?There are two strongly distinctive aspects of health care. One isthat you don’t know when or whether you’ll need care — but ifyou do, the care can be extremely expensive. The big bucks arein triple coronary bypass surgery, not routine visits to thedoctor’s office; and very, very few people can afford to pay majormedical costs out of pocket.This tells you right away that health care can’t be sold like breadhttp://krugman.blogs.nytimes.com/2009/07/25/why-markets-cant-cure-healthcare/ www.catansay.blogspot.com 5
  6. 6. 1. Which is most difficult to market?A. EventsB. IdeasC. ServicesD. ExperiencesE. Healthcare www.catansay.blogspot.com 6
  7. 7. 1. In the following choices, which is the most difficult to market?A. EventsB. IdeasC. ServicesD. ExperiencesE. Healthcare www.catansay.blogspot.com 7
  8. 8. Top 10 QuestionsChapter 2 Marketing Management Catherine Ansay December 15, 2011 Chapter 2 Marketing Management, Kotler 14th ed www.catansay.blogspot.com
  9. 9. 2. _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.a) Tactical marketing planb) Corporate planc) Business pland) Product plane) Strategic plan www.catansay.blogspot.com
  10. 10. 2. In Marketing, the _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.a) Tactical marketing planb) Corporate planc) Business pland) Product plane) Strategic plan www.catansay.blogspot.com
  11. 11. Tactical Marketing Plan www.catansay.blogspot.com
  12. 12. Tactical Marketing Plan• Teams develop marketing plan with inputs and sign-offs from every important function• Management implements these plans at the appropriate levels of the organization, monitors results and takes necessary correction action• Planning at each of these four levels of the organization www.catansay.blogspot.com
  13. 13. 2. _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.a) Tactical marketing planb) Corporate planc) Business pland) Product plane) Strategic plan www.catansay.blogspot.com
  14. 14. 2. In Marketing, the _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.a) Tactical marketing planb) Corporate planc) Business pland) Product plane) Strategic plan www.catansay.blogspot.com
  15. 15. TOP 10 Learning Questions forChapter 3 : Gathering Information and Scanning the Environment Nyel Berroya December 15, 2011 www.danielberroya.blogspot.com www.catansay.blogspot.com
  16. 16. 3. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences.A. DemographicB. Social-culturalC. NaturalD. TechnologicalE. Economic www.danielberroya.blogspot.com www.catansay.blogspot.com
  17. 17. 3. The environment ,which shapes the beliefs, values and norms that largely define consumer tastes and preferences, is called __________.A. DemographicB. Social-culturalC. NaturalD. TechnologicalE. Economic www.danielberroya.blogspot.com www.catansay.blogspot.com
  18. 18. Social – Cultural Environment… Views of themselves Views of others Views of organization Views of society Views of nature Views of universe www.danielberroya.blogspot.com www.catansay.blogspot.com
  19. 19. Social – Cultural Environment…• Views of themselves = concern about oneself• Views of others = concern about unfortunate ones• Views of organization = concern about self-esteem due change of events.• Views of society = composes of makers, takers, changers, seekers, and escapers.• Views of nature = nature-lover• Views of the universe = most are monotheistic. www.danielberroya.blogspot.com www.catansay.blogspot.com
  20. 20. 3. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences.A. DemographicB. Social-culturalC. NaturalD. TechnologicalE. Economic www.danielberroya.blogspot.com www.catansay.blogspot.com
  21. 21. 3. The environment ,which shapes the beliefs, values and norms that largely define consumer tastes and preferences, is called __________.A. DemographicB. Social-culturalC. NaturalD. TechnologicalE. Economic www.danielberroya.blogspot.com www.catansay.blogspot.com
  22. 22. TOP 10 Learning Questions forChapter 4: ConductingMarketing Research and Forecasting Demand Ma Alexandria Bulaon December 16, 2011 www.catansay.blogspot.com
  23. 23. 4. The first step in the marketing research process is _____.A. develop the research planB. define the problem and research objectivesC. collect the informationD. present the dataE. make the decision www.catansay.blogspot.com http://www.alexbulaon.com 23
  24. 24. 4. What is the first step in marketing research process?A. develop the research planB. define the problem and research objectivesC. collect the informationD. present the dataE. make the decision www.catansay.blogspot.com http://www.alexbulaon.com 24
  25. 25. The Marketing Research Process Define the problem Develop research plan Collect information Make Analyze information Decision Present findings www.catansay.blogspot.com http://www.alexbulaon.com 25
  26. 26. Steps in the Marketing Research ProcessStep 1: Define the Problem –Determining & clarifying the management’s information needs.Step 2: Develop Research Plan –This involves creating a problem solving framework and analytical models.Step 3: Collect Information –Collecting all relevant data and information.Step 4: Analyze Information –Data Preparation, tabulation and analysis of resultsStep 5: Present Findings –Presentation and report generation www.catansay.blogspot.com http://www.alexbulaon.com 26
  27. 27. Defining the ProblemThe starting phase is always identifying thereason or problem for which research is to beconducted. This includes collecting of relevantinitial information and how this information willaffect decision making process. www.catansay.blogspot.com http://www.alexbulaon.com
  28. 28. 4. The first step in the marketing researchprocess is _____.A. develop the research planB. define the problem and research objectivesC. collect the informationD. present the dataE. make the decision www.catansay.blogspot.com http://www.alexbulaon.com 28
  29. 29. 4. What is the first step in marketing research process?A. develop the research planB. define the problem and research objectivesC. collect the informationD. present the dataE. make the decision www.catansay.blogspot.com http://www.alexbulaon.com 29
  30. 30. 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 www.catansay.blogspot.com http://jemcaraig.blogspot.com
  31. 31. 5. In the three factors that influence on consumer behavior, which is the factor that exerts the broadest and deepest influence?A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological FactorsE. Personal Factors www.catansay.blogspot.com http://jemcaraig.blogspot.com 31
  32. 32. 5. Which of the three factors exert the broadest and deepest influence on consumer behavior?A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological FactorsE. Personal Factors www.catansay.blogspot.com http://jemcaraig.blogspot.com 32
  33. 33. What Influences Consumer Behavior? Cultural FactorsCulture, subculture, and social class are particularly important influences on Consumer behavior. Social Factors Reference groups, family, and social roles and statuses affect our buying behavior. Personal Factors Buyers age and stage in the life cycle; occupation and economic circumstances; personality and self-concept; and lifestyle and values influence buyer’s decision. www.catansay.blogspot.com http://jemcaraig.blogspot.com 33
  34. 34. What Influences Consumer Behavior? Cultural Factors Culture, subculture, and social class are particularly important influences on Consumer behavior. Social Factors Reference groups, family, and social roles and statuses affect our buying behavior.Cultural Factorsexert thebroadest Personal Factorsand deepest Buyers age and stage in the life cycle; occupation and economic circumstances;influence personality and self-concept; and lifestyle and values influence buyer’s decision.among the threefactors www.catansay.blogspot.com http://jemcaraig.blogspot.com 4
  35. 35. 5. In the three factors that influence on consumer behavior, which is the factor that exerts the broadest and deepest influence?A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological DemandE. Personal Factors www.catansay.blogspot.com http://jemcaraig.blogspot.com 35
  36. 36. 5. Which of the three factors exert the broadest and deepest influence on consumer behavior?A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological FactorsE. Personal Factors www.catansay.blogspot.com http://jemcaraig.blogspot.com 36
  37. 37. Top 10 Questions for (Chapter #7) Marika Chavez December 15, 2011Chapter 7 Marketing Management, Kotler 14th ed www.catansay.blogspot.com http://marikachavez.blogspot.com/
  38. 38. 6. In the Buying Center, who are the peoplewho define specifications and provideinformation for evaluating alternativesA. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers www.catansay.blogspot.com http://marikachavez.blogspot.com/
  39. 39. 6. _______ are people who definespecifications and provide information forevaluating alternatives in the buying center.A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers www.catansay.blogspot.com http://marikachavez.blogspot.com/
  40. 40. The Buying CenterInitiators Users Influencers Deciders Approvers Buyers Gatekeepers www.catansay.blogspot.com http://marikachavez.blogspot.com/
  41. 41. The Buying Center1. Initiators –Uses other organization who request that something be purchased.2. Users – Those who will use the product or service.3. Influencers – People who influence the the buying decision, often by helping define specifications and providing information for evaluating alternatives.4. Deciders – People who decide on the product requirements for suppliers.5. Approvers – People who authorize the proposed action for the deciders or buyers.6. Buyers – People who have the formal authority to select the suppliers or information from reaching members of the buyer center.7. Gatekeepers – People who have the power to prevent sellers or information from reaching the members of the buying center. www.catansay.blogspot.com http://marikachavez.blogspot.com/
  42. 42. 6. In the Buying Center, who are the people who define specifications and provide information for evaluating alternativesA. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers www.catansay.blogspot.com http://marikachavez.blogspot.com/
  43. 43. 6. _______ are people who definespecifications and provide information forevaluating alternatives in the buying center.A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers www.catansay.blogspot.com http://marikachavez.blogspot.com/
  44. 44. 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 www.catansay.blogspot.com http://nailah08.blogspot.comColorful Me
  45. 45. 7. A ______ is a more narrowly defined customer group seeking a distinctive mix of benefits.A. SegmentB. Local AreaC. PlaceD. NicheE. Individual www.catansay.blogspot.com 45 http://nailah08.blogspot.com
  46. 46. 7. A more narrowly defined customer group seeking a distinctive mix of benefits is called _____.A. SegmentB. Local AreaC. PlaceD. NicheE. Individual www.catansay.blogspot.com 46 http://nailah08.blogspot.com
  47. 47. Four Levels of Micromarketing Segments Niches Local Areas Individuals www.catansay.blogspot.com 47 http://nailah08.blogspot.com
  48. 48. What does an attractive niche look like?• fairly small but has size, profit, and growthpotential• unlikely to attract many other competitors• gains certain economies throughspecialization www.catansay.blogspot.com 48 http://nailah08.blogspot.com
  49. 49. 7. A ______ is a more narrowly defined customer group seeking a distinctive mix of benefits.A. SegmentB. Local AreaC. PlaceD. NicheE. Individual www.catansay.blogspot.com 49 http://nailah08.blogspot.com
  50. 50. 7. A more narrowly defined customer group seeking a distinctive mix of benefits is called _____.A. SegmentB. Local AreaC. PlaceD. NicheE. Individual www.catansay.blogspot.com 50 http://nailah08.blogspot.com
  51. 51. 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 14th ed http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  52. 52. 8. In a brand resonance pyramid, ___________is the intensity or depth of the psychologicalbond customers have with the brand, as well asthe level of activity engendered by this loyalty.A. ResonanceB. PerformanceC. ImageryD. FeelingsE. Judgment http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  53. 53. 8. ___________ is the intensity or depth of thepsychological bond customers have with thebrand, as well as the level of activityengendered by this loyalty in a brandresonance pyramid.A. ResonanceB. PerformanceC. ImageryD. FeelingsE. Judgment http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  54. 54. Brand Resonance Pyramid RESONANCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY SALIENC E http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  55. 55. Brand Resonance PyramidRefers to the nature of the relationshipcustomers have with the brand and the extent to which they feel they’re “in sync” with it; it is the intensity or depth of the psychological bond RESONANCEcustomers have with the brand, as well as the level of activity engendered by this loyalty JUDGMENTS FEELINGS PERFORMANCE IMAGERY SALIENC E http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  56. 56. Brand Resonance Pyramid Focus on customer’s Focus on customer’sown personal opinions own personal opinions and evaluations and evaluations RESONANCE JUDGMENTS FEELINGS Describes the extrinsic Is how well the properties of the product product or serviceor service meets PERFORMANCE IMAGERY customer’sfunctional needs Is how often and how easily SALIENC customers think of the brand E under various purchase or consumption http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  57. 57. 8. In a brand resonance pyramid, ___________is the intensity or depth of the psychologicalbond customers have with the brand, as well asthe level of activity engendered by this loyalty.A. ResonanceB. PerformanceC. ImageryD. FeelingsE. Judgment http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  58. 58. 8. ___________ is the intensity or depth of thepsychological bond customers have with thebrand, as well as the level of activityengendered by this loyalty in a brandresonance pyramid.A. ResonanceB. PerformanceC. ImageryD. FeelingsE. Judgment http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  59. 59. 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 14th ed http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  60. 60. 9. Which of the following statement can be best described a Brand?A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.C. Determine which seller that produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate their dimensions from those of competitors.E. All of the above. http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  61. 61. 9. In the following statements, which statement can best describe a Brand?A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.C. Determine which seller that produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate their dimensions from those of competitors.E. All of the above. http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  62. 62. The American Marketing Association defines brand as NAME SYMBO L DESIG TERM N SIGNCOMBINATIO N http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  63. 63. The American Marketing Association defines brand as NAME SYMBO  intended to L identify the goods or services of DESIG TERM one seller or N group of sellers and to differentiate SIGN theirCOMBINATIO dimensions N from those competitors http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  64. 64. Which of the following statement can be best described a Brand?A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.C. Determine which seller produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate their dimensions from those of competitors.E. All of the above. http://www.slideshare.net/rochedeluta www.catansay.blogspot.com
  65. 65. 9. In the following statements, which statement can best describe a Brand?A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.C. Determine which seller that produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate their dimensions from those of competitors.E. All of the above. http://www.slideshare.net/rochedeluta www.catansay.blogspot.com

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