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Top 20 Questions

  1. 1. Improved Learning Questions for Kotler’s 22 Chapters Soleil Gan April 2011 http://taeyangxinyi.blogspot.com
  2. 2. Chapter 1: Defining Marketing for the 21 st Century Ria Abendan / Soleil Gan April 2011
  3. 3. 3. In a modern exchange economy, ______ markets buy resources from ______ markets, turn them to goods and services, and sell them to _______ markets. <ul><li>Government, manufacturer, consumer </li></ul><ul><li>Manufacturer, resource, intermediary </li></ul><ul><li>Resource, consumer, government </li></ul><ul><li>Intermediary, resource, consumer </li></ul><ul><li>None of the above </li></ul>
  4. 4. 3. In a modern exchange economy, ______ markets buy resources from ______ markets, turn them to goods and services, and sell them to _______ markets. <ul><li>Manufacturer, resource, consumer </li></ul><ul><li>Manufacturer, resource, intermediary </li></ul><ul><li>Resource, consumer, government </li></ul><ul><li>Resource, manufacturer, intermediary </li></ul><ul><li>None of the above </li></ul>
  5. 5. There are five basic markets in a modern economy Manufacturer Markets Consumer Markets Intermediary Markets Resource Markets Government Markets
  6. 6. Consumers sell labor to resource markets Manufacturer Markets Consumer Markets Resource Markets Government Markets resources money Intermediary Markets
  7. 7. Manufacturers buy resources… Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources money money Intermediary Markets
  8. 8. … turn them to goods & services and sell to intermediaries Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services money money money Intermediary Markets
  9. 9. Intermediaries sell finished goods to consumers Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money Intermediary Markets
  10. 10. The government collects tax revenues to buy goods Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money taxes taxes, goods taxes, goods taxes, goods Intermediary Markets
  11. 11. And uses these goods and services to provide public service Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money taxes taxes, goods taxes, goods taxes, goods services services, money services, money services, money Intermediary Markets
  12. 12. 3. In a modern exchange economy, ______ markets buy resources from ______ markets, turn them to goods and services, and sell them to _______ markets. <ul><li>Manufacturer, resource, consumer </li></ul><ul><li>Manufacturer, resource, intermediary </li></ul><ul><li>Resource, consumer, government </li></ul><ul><li>Resource, manufacturer, intermediary </li></ul><ul><li>None of the above </li></ul>
  13. 13. Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Soleil Gan April 15, 2011 www.stevenandrada.blogspot.com
  14. 14. 5. What kind of business orientation that puts the customer at the heart of the business? <ul><li>Product orientation </li></ul><ul><li>Geographical orientation </li></ul><ul><li>Market orientation </li></ul><ul><li>Competence orientation </li></ul><ul><li>None of the above </li></ul>34/73 www.stevenandrada.blogspot.com
  15. 15. 5. What kind of business orientation puts the customer at the heart of the business? <ul><li>Product orientation </li></ul><ul><li>Consumer orientation </li></ul><ul><li>Market orientation </li></ul><ul><li>Media orientation </li></ul><ul><li>None of the above </li></ul>34/73 www.stevenandrada.blogspot.com
  16. 16. Types of Business Orientation <ul><ul><li>Product Orientation - The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will like it also. </li></ul></ul><ul><ul><li>Market Orientation - Puts the customer at the heart of the business. </li></ul></ul>32/73 www.stevenandrada.blogspot.com
  17. 17. Examples 33/73 www.stevenandrada.blogspot.com Question 5: Company Product Market Cebu Pacific Air We run an Airline company It’s time everyone to flies PLDT We run a Telecommunication company We’re changing lives
  18. 18. 5. What kind of business orientation puts the customer at the heart of the business? <ul><li>Product orientation </li></ul><ul><li>Consumer orientation </li></ul><ul><li>Market orientation </li></ul><ul><li>Media orientation </li></ul><ul><li>None of the above </li></ul>34/73 www.stevenandrada.blogspot.com
  19. 19. Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Soleil Gan April 2011 http://kavellana.blogspot.com
  20. 20. 2. Information needs: http://kavellana.blogspot.com <ul><li>Facts </li></ul><ul><li>Probes </li></ul><ul><li>Numerical Figures </li></ul><ul><li>Concrete Examples </li></ul><ul><li>All of the above </li></ul>
  21. 21. 2. Information needs: http://kavellana.blogspot.com <ul><li>Queries </li></ul><ul><li>Probes </li></ul><ul><li>References </li></ul><ul><li>Statistics </li></ul><ul><li>All of the above </li></ul>
  22. 22. Information needs probes http://kavellana.blogspot.com
  23. 23. Information needs probes http://kavellana.blogspot.com <ul><li>What decisions do you regularly make? </li></ul><ul><li>What information is needed for these decisions? </li></ul><ul><li>What information do you regularly get? </li></ul><ul><li>What special studies do you periodically request? </li></ul><ul><li>What information is needed but not given? </li></ul><ul><li>What 4 improvements are for the present MIS? </li></ul>
  24. 24. 2. Information needs: http://kavellana.blogspot.com <ul><li>Queries </li></ul><ul><li>Probes </li></ul><ul><li>References </li></ul><ul><li>Statistics </li></ul><ul><li>All of the above </li></ul>
  25. 25. Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Soleil Gan 15th April ’2011
  26. 26. #9: “ What does the Rolex name mean to you?” is an example of ___ <ul><li>A. Brand personification </li></ul><ul><li>B. Laddering </li></ul><ul><li>C. Word association </li></ul><ul><li>D. Visualization </li></ul><ul><li>E. Projective Techniques </li></ul>
  27. 27. #9: “ What does the Rolex name mean to you?” is an example of which qualitative measure? <ul><li>Projective Techniques </li></ul><ul><li>Market Behaviour </li></ul><ul><li>Word Association </li></ul><ul><li>Visualization </li></ul><ul><li>None of the Above </li></ul>
  28. 28. Concept: What are the qualitative measures to understand consumer’s mind? <ul><li>Word Association </li></ul><ul><li>Projective Techniques </li></ul><ul><li>Laddering </li></ul><ul><li>Visualization </li></ul><ul><li>Brand Personification </li></ul>
  29. 29. Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
  30. 30. Projective techniques: Give incomplete /ambiguous stimulus and ask them to make sense of it
  31. 31. Laddering: A series of more specific “why” questions to reveal consumer’s abstract goals!
  32. 32. Visualization: Creating collage from magazine to depict perceptions
  33. 33. Brand Personification: Ask subjects what kind of person they think of when the brand is mentioned..
  34. 34. #9: “ What does the Rolex name mean to you?” is an example of which qualitative measure? <ul><li>Projective Techniques </li></ul><ul><li>Market Behaviour </li></ul><ul><li>Word Association </li></ul><ul><li>Visualization </li></ul><ul><li>None of the Above </li></ul>
  35. 35. Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Soleil Gan 15 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  36. 36. 4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. <ul><li>Performance </li></ul><ul><li>Marketing </li></ul><ul><li>Quality </li></ul><ul><li>Variation </li></ul><ul><li>None of the Above </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  37. 37. 4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. <ul><li>Performance </li></ul><ul><li>Quantity </li></ul><ul><li>Quality </li></ul><ul><li>Price </li></ul><ul><li>Variation </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  38. 38. Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. WHAT IS Is the total feature and characteristic of a product or service that has an ability to satisfy needs .
  39. 39. 4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. <ul><li>Performance </li></ul><ul><li>Quantity </li></ul><ul><li>Quality </li></ul><ul><li>Price </li></ul><ul><li>Variation </li></ul>http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  40. 40. Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Soleil Gan 15 April 2011
  41. 41. 8. What step is not included in the consumer buying process? <ul><li>A. Problem Recognition </li></ul><ul><li>B. Evaluation </li></ul><ul><li>C. Post-Purchase Behavior </li></ul><ul><li>D. Only two of the above </li></ul><ul><li>E. All of the above </li></ul>
  42. 42. 8. What step is not included in the consumer buying process? <ul><li>Problem Recognition </li></ul><ul><li>Evaluation </li></ul><ul><li>Post-Purchase Behavior </li></ul><ul><li>All of the Above </li></ul><ul><li>None of the Above </li></ul>
  43. 43. Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Post-Purchase Behavior Kotler, Keller. Marketing Management, 13 th Edition. Concept 10:
  44. 44. 8. What step is not included in the consumer buying process? <ul><li>Problem Recognition </li></ul><ul><li>Evaluation </li></ul><ul><li>Post-Purchase Behavior </li></ul><ul><li>All of the Above </li></ul><ul><li>None of the Above </li></ul>
  45. 45. Chapter 7: Analyzing Business Markets Diana Rose Flores-Gaspar / Soleil Gan April 2011
  46. 47. 7. Setting a 500-cavan of rice per customer is an example of what strategy in handling price oriented customers? <ul><li>Budgeted Dissemination </li></ul><ul><li>Make No Adjustments </li></ul><ul><li>Limited Quantity Purchase </li></ul><ul><li>Resource Allocation </li></ul><ul><li>None of the Above </li></ul>
  47. 49. 7. Setting a 500-cavan of rice per customer is an example of what strategy in handling price oriented customers? <ul><li>Budgeted Dissemination </li></ul><ul><li>Make No Adjustments </li></ul><ul><li>Limited Quantity Purchase </li></ul><ul><li>Resource Allocation </li></ul><ul><li>None of the Above </li></ul>
  48. 50. Ch 8: Identifying Market Segments and Targets Myrtle Frantilla / Soleil Gan April 14, 2011 http://myrtlefrantilla.blogspot.com /
  49. 51. 3. A market segment consists of a group of customers who share a similar set of needs and wants. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / A. B. True False
  50. 52. 3. A market segment consists of a group of customers who share a similar set of needs, wants and demands. <ul><li>True </li></ul><ul><li>False </li></ul>http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com /
  51. 53. Market Segment <ul><li>Targeting a group of customers </li></ul><ul><li>who share a similar set of </li></ul><ul><li>needs and wants. </li></ul>http://myrtlefrantilla.blogspot.com /
  52. 54. 3. A market segment consists of a group of customers who share a similar set of needs, wants and demands. <ul><li>True </li></ul><ul><li>False </li></ul>http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com /
  53. 55. Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray / Soleil Gan April 15, 2011 http://annaguray06.blogspot.com
  54. 56. 5. differentiation is the way a company aims to identify and position itself or its products. <ul><li>Product </li></ul><ul><li>Channel </li></ul><ul><li>Image </li></ul><ul><li>Personnel </li></ul><ul><li>All of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  55. 57. 5. differentiation is the way a company aims to identify and position itself or its products. <ul><li>Product </li></ul><ul><li>Personnel </li></ul><ul><li>Characteristic </li></ul><ul><li>Image </li></ul><ul><li>None of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  56. 58. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com
  57. 59. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE the way a company aims to identify and position itself or its products http://annaguray06.blogspot.com
  58. 60. 5. differentiation is the way a company aims to identify and position itself or its products. <ul><li>Product </li></ul><ul><li>Personnel </li></ul><ul><li>Characteristic </li></ul><ul><li>Image </li></ul><ul><li>None of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  59. 61. Chapter 11: Dealing with Competition Lady Charmayne Hao / Soleil Gan April 2011
  60. 62. 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. <ul><li>Share of mind </li></ul><ul><li>Share of heart </li></ul><ul><li>Share of market </li></ul><ul><li>Both a and c </li></ul><ul><li>Both b and c </li></ul>
  61. 63. 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. <ul><li>Share of mind </li></ul><ul><li>Share of heart </li></ul><ul><li>Share of wallet </li></ul><ul><li>Share of market </li></ul><ul><li>None of the above </li></ul>
  62. 64. What to consider on competitor analysis? Share of mind Share of heart Share of market
  63. 65. “ Share of heart” refers to the percentage of customers whose company’s product they want to buy “ Name the company from which you would prefer to buy!”
  64. 66. 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. <ul><li>Share of mind </li></ul><ul><li>Share of heart </li></ul><ul><li>Share of wallet </li></ul><ul><li>Share of market </li></ul><ul><li>None of the above </li></ul>
  65. 67. Chapter 12 Setting Product Strategies Lam, John Paul C. / Soleil Gan April 2011
  66. 68. 7. A hotel guest buying rest and sleep exhibits the ________ <ul><li>core benefit </li></ul><ul><li>basic product </li></ul><ul><li>expected product </li></ul><ul><li>augmented product </li></ul><ul><li>potential product </li></ul>http://fridaynightsablast.blogspot.com/
  67. 69. 7. A hotel guest buying rest and sleep exhibits which of the product levels? <ul><li>core benefit </li></ul><ul><li>basic product </li></ul><ul><li>expected product </li></ul><ul><li>augmented product </li></ul><ul><li>potential product </li></ul>http://fridaynightsablast.blogspot.com/
  68. 70. Concept 2: Product Levels – Product Value, how the customer sees it <ul><li>Each level adds more value to customer </li></ul>http://fridaynightsablast.blogspot.com/
  69. 71. Concept 2: Core Benefit – Service or Benefit the customer is really buying Eg: Hotel guest buying rest and sleep http://fridaynightsablast.blogspot.com/
  70. 72. Concept 2: Basic Product - Turning core benefit into basic product Eg: hotel room with bed, dresser, shower…etc. http://fridaynightsablast.blogspot.com/
  71. 73. Concept 2: Expected Product – What buyers expect Eg: hotel guests expects a clean bed, fresh towels…etc. http://fridaynightsablast.blogspot.com/
  72. 74. Concept 2: Augmented Product – exceeds customer expectations Eg: Hotel adds a chocolate on top of the pillow http://fridaynightsablast.blogspot.com/
  73. 75. Concept 2: Potential product – all possible transformations of the product in the future Eg. Hotel becomes a tourist attraction http://fridaynightsablast.blogspot.com/
  74. 76. 7. A hotel guest buying rest and sleep exhibits which of the product levels? <ul><li>core benefit </li></ul><ul><li>basic product </li></ul><ul><li>expected product </li></ul><ul><li>augmented product </li></ul><ul><li>potential product </li></ul>http://fridaynightsablast.blogspot.com/
  75. 77. Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao / Soleil Gan April 2011 rgwenceslao.blogspot.com
  76. 78. 7. Service companies are encourage to have _________ to manage the “ demand” for its services: 4 <ul><li>Shared services </li></ul><ul><li>Part-time employees </li></ul><ul><li>Increase consumer participation </li></ul><ul><li>Reservation systems </li></ul><ul><li>Facilities for future expansion </li></ul>
  77. 79. 7. Service companies are encourage to have _________ to manage the “ demand” for its services: 4 <ul><li>Shared services </li></ul><ul><li>Peak-time efficiency </li></ul><ul><li>Part-time employees </li></ul><ul><li>Reservation systems </li></ul><ul><li>Facilities for future expansion </li></ul>
  78. 80. Matching Demand and Supply 9 <ul><li>DEMAND Side </li></ul><ul><li>Differential pricing </li></ul><ul><li>Nonpeak demand </li></ul><ul><li>Complementary services </li></ul><ul><li>Reservation systems </li></ul><ul><li>SUPPLY Side </li></ul><ul><li>Part-time employees </li></ul><ul><li>Peak-time efficiency </li></ul><ul><li>Increased consumer </li></ul><ul><li>participation </li></ul><ul><li>Shared services </li></ul><ul><li>Facilities for future </li></ul><ul><li>expansion </li></ul>
  79. 81. 7. Service companies are encourage to have _________ to manage the “ demand” for its services: 4 <ul><li>Shared services </li></ul><ul><li>Peak-time efficiency </li></ul><ul><li>Part-time employees </li></ul><ul><li>Reservation systems </li></ul><ul><li>Facilities for future expansion </li></ul>
  80. 82. Ch 14: Developing Pricing Strategies and Programs Bohong Li / Soleil Gan April 15 ,2011
  81. 83. 9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____? <ul><li>A. Special-event pricing </li></ul><ul><li>B. Cash rebates </li></ul><ul><li>C. Low-interest financing </li></ul><ul><li>D. Psychological discounting </li></ul><ul><li>E. Loss-leader pricing </li></ul>
  82. 84. 9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____? <ul><li>Special-event pricing </li></ul><ul><li>Product-line promotions </li></ul><ul><li>Market-reeling </li></ul><ul><li>Psychological discounting </li></ul><ul><li>Loss-leader pricing </li></ul>
  83. 85. <ul><li>Loss-leader pricing </li></ul><ul><li>Special-event pricing </li></ul><ul><li>Cash rebates </li></ul><ul><li>Low-interest financing </li></ul><ul><li>Longer payment terms </li></ul><ul><li>Warranties and service contracts </li></ul><ul><li>Psychological discounting </li></ul>Concept 9: Price-Adaption Strategy 3 : Promotional Pricing From Philip Kotler’s, Marketing Management, 13 th Edition
  84. 86. Concept 9: Loss-leader pricing <ul><li>A loss leader or leader is a product sold at a low price (at cost or below cost) to stimulate other, profitable sales. It is a kind of sales promotion. </li></ul><ul><li>One use of a loss leader is to draw customers into a store where they are likely to buy other goods. The vendor expects that the typical customer will purchase other items at the same time as the loss leader and that the profit made on these items will be such that an overall profit is generated for the vendor. </li></ul>
  85. 87. 9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____? <ul><li>Special-event pricing </li></ul><ul><li>Product-line promotions </li></ul><ul><li>Market-reeling </li></ul><ul><li>Psychological discounting </li></ul><ul><li>Loss-leader pricing </li></ul>
  86. 88. Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. / Soleil Gan April 15,2011 http://annalimedina.blogspot.com
  87. 89. 5. Marketing channels must not just ______ markets, but must also ________ markets <ul><li>Provide, Create </li></ul><ul><li>Serve, Make </li></ul><ul><li>Create, Build </li></ul><ul><li>Supply , Formulate </li></ul>http://annalimedina.blogspot.com Answer
  88. 90. 5. Marketing channels must not just ______ markets, but must also ________ markets <ul><li>Provide, Create </li></ul><ul><li>Serve, Make </li></ul><ul><li>Create, Build </li></ul><ul><li>Supply, Formulate </li></ul><ul><li>Search for, Serve </li></ul>http://annalimedina.blogspot.com Answer
  89. 91. Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Role of Marketing Channels: potential buyers  profitable customers
  90. 92. 5. Marketing channels must not just ______ markets, but must also ________ markets <ul><li>Provide, Create </li></ul><ul><li>Serve, Make </li></ul><ul><li>Create, Build </li></ul><ul><li>Supply, Formulate </li></ul><ul><li>Search for, Serve </li></ul>http://annalimedina.blogspot.com Answer
  91. 93. Chapter 16: Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales / Soleil Gan April 14, 2011
  92. 94. The following are part of Wholesaling Functions, except: <ul><li>Selling and Promoting </li></ul><ul><li>Bulk Breaking </li></ul><ul><li>Management Services & Counseling </li></ul><ul><li>Buying and assortment building </li></ul><ul><li>Cost Bearing </li></ul>Question 6
  93. 95. The following are part of Wholesaling Functions, except: <ul><li>Selling and Promoting </li></ul><ul><li>Bulk Breaking </li></ul><ul><li>Management Services & Counseling </li></ul><ul><li>Buying and assortment building </li></ul><ul><li>Profit Bearing </li></ul>Question 6 Source: Marketing Management 13 th Ed by Philip Kotler
  94. 96. Wholesaling functions are… Source: Marketing Management 13 th Ed by Philip Kotler
  95. 97. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler
  96. 98. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler
  97. 99. The following are part of Wholesaling Functions, except: <ul><li>Selling and Promoting </li></ul><ul><li>Bulk Breaking </li></ul><ul><li>Management Services & Counseling </li></ul><ul><li>Buying and assortment building </li></ul><ul><li>Profit Bearing </li></ul>Question 6 Source: Marketing Management 13 th Ed by Philip Kotler
  98. 100. Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar / Soleil Gan April 15, 2011 http://jankenneth-obar.blogspot.com
  99. 101. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Sales Promotions </li></ul><ul><li>Free Samples </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Sponsored events </li></ul><ul><li>Direct Selling </li></ul>http://jankenneth-obar.blogspot.com
  100. 102. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Sales Promotions </li></ul><ul><li>Free Samples </li></ul><ul><li>Push Selling </li></ul><ul><li>Sponsored events </li></ul><ul><li>Discount Pricing </li></ul>http://jankenneth-obar.blogspot.com
  101. 103. Sales Promotion: -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com
  102. 104. Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com
  103. 105. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. <ul><li>Sales Promotions </li></ul><ul><li>Free Samples </li></ul><ul><li>Push Selling </li></ul><ul><li>Sponsored events </li></ul><ul><li>Discount Pricing </li></ul>http://jankenneth-obar.blogspot.com
  104. 106. Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Soleil Gan April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
  105. 107. 3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products? <ul><li>Informative advertising </li></ul><ul><li>Persuasive advertising </li></ul><ul><li>Reminder advertising </li></ul><ul><li>Reinforcement advertising </li></ul><ul><li>None of the above </li></ul>http://ph.linkedin.com/in/francisbensoncabehugo
  106. 108. The advertisement of Biogesic below is an example of what advertising objective? <ul><li>Informative advertising </li></ul><ul><li>Persuasive advertising </li></ul><ul><li>Reminder advertising </li></ul><ul><li>Reinforcement advertising </li></ul><ul><li>None of the above </li></ul>
  107. 109. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
  108. 110. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
  109. 111. The advertisement of Biogesic below is an example of what advertising objective? <ul><li>Informative advertising </li></ul><ul><li>Persuasive advertising </li></ul><ul><li>Reminder advertising </li></ul><ul><li>Reinforcement advertising </li></ul><ul><li>None of the above </li></ul>
  110. 112. Ch 19: Managing Personal Communications Caroline P. Quarte / Soleil Gan April 2011 http://carolinequarte.blogspot.com/
  111. 113. 3. What is the RFM formula for selecting prospects? <ul><li>Reduction, Functionality, Mobility </li></ul><ul><li>Recency, Frequency, Monetary </li></ul><ul><li>Reaction, Friction, Mission </li></ul><ul><li>Recency, Functionality, Monetary </li></ul>http://carolinequarte.blogspot.com/ Answer
  112. 114. 3. What is the RFM formula for selecting prospects? <ul><li>Reduction, Functionality, Mobility </li></ul><ul><li>Recency, Frequency, Monetary </li></ul><ul><li>Reaction, Friction, Mission </li></ul><ul><li>Recency, Functionality, Monetary </li></ul><ul><li>Repetition, Frequency, Marketability </li></ul>http://carolinequarte.blogspot.com/ Answer
  113. 115. How to get a prospective client <ul><li>Recency </li></ul><ul><li>Frequency </li></ul><ul><li>Monetary value </li></ul>http://carolinequarte.blogspot.com/
  114. 116. RFM Formula is a marketing technique used to determine quantitatively which customers are the best ones <ul><li>how recently a customer has purchased (Recency) </li></ul><ul><li>how often they purchase (Frequency) </li></ul><ul><li>how much the customer spends (Monetary). </li></ul>http://carolinequarte.blogspot.com/
  115. 117. 3. What is the RFM formula for selecting prospects? <ul><li>Reduction, Functionality, Mobility </li></ul><ul><li>Recency, Frequency, Monetary </li></ul><ul><li>Reaction, Friction, Mission </li></ul><ul><li>Recency, Functionality, Monetary </li></ul><ul><li>Repetition, Frequency, Marketability </li></ul>http://carolinequarte.blogspot.com/ Answer
  116. 118. Chapter 20: Introducing New Market Offerings Louie Mark Quizon / Soleil Gan April 15, 2011 http://louiemarkquizon.blogspot.com
  117. 119. 7. ________ is an individual’s decision to become a regular user of the product <ul><li>Awareness </li></ul><ul><li>Interest </li></ul><ul><li>Evaluation </li></ul><ul><li>Trial </li></ul><ul><li>Adoption </li></ul>http://louiemarkquizon.blogspot.com
  118. 120. 7. ________ is an individual’s decision to become a regular user of the product <ul><li>Buying </li></ul><ul><li>Interest </li></ul><ul><li>Choosing </li></ul><ul><li>Trial </li></ul><ul><li>Adoption </li></ul>http://louiemarkquizon.blogspot.com
  119. 121. http://louiemarkquizon.blogspot.com How does a Consumer Adopt to a New Product and Service?
  120. 122. http://louiemarkquizon.blogspot.com The consumer becomes aware of the innovation but lacks information about it
  121. 123. http://louiemarkquizon.blogspot.com The consumer is stimulated to seek information about the innovation
  122. 124. http://louiemarkquizon.blogspot.com The consumer considers whether to try the innovation
  123. 125. http://louiemarkquizon.blogspot.com The consumer tries the innovation to improve his or her estimate of its value
  124. 126. http://louiemarkquizon.blogspot.com The consumer decides to make full and regular use of the innovation
  125. 127. 7. ________ is an individual’s decision to become a regular user of the product <ul><li>Buying </li></ul><ul><li>Interest </li></ul><ul><li>Choosing </li></ul><ul><li>Trial </li></ul><ul><li>Adoption </li></ul>http://louiemarkquizon.blogspot.com
  126. 128. Ch21: Tapping into Global Markets Sandel, Lee Aizabel L. / Soleil Gan April 14, 2011 www.leeaizabelsandel.blogspot.com
  127. 129. 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. <ul><li>Product Discovery </li></ul><ul><li>Product Invention </li></ul><ul><li>Product Improvement </li></ul><ul><li>Product Adaptation </li></ul><ul><li>None of the above </li></ul>www.leeaizabelsandel.blogspot.com
  128. 130. 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. <ul><li>Product Discovery </li></ul><ul><li>Product Invention </li></ul><ul><li>Product Improvement </li></ul><ul><li>Product Adaptation </li></ul><ul><li>Product Innovation </li></ul>www.leeaizabelsandel.blogspot.com
  129. 131. International Product and Communication Strategies Product www.leeaizabelsandel.blogspot.com Develop New Product Adapt Product Do Not Change Product Dual adaptation Product adaptation Product invention Do Not Change Communication Adapt Communication Straight extension Communication adaptation Communication
  130. 132. Product Invention <ul><li>PRODUCT INVENTION- is a costly strategy, but the payoffs can be great, particularly if a company can parlay a product innovation into other countries. Sometimes the innovation even works at home. </li></ul>www.leeaizabelsandel.blogspot.com
  131. 133. 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. <ul><li>Product Discovery </li></ul><ul><li>Product Invention </li></ul><ul><li>Product Improvement </li></ul><ul><li>Product Adaptation </li></ul><ul><li>Product Innovation </li></ul>www.leeaizabelsandel.blogspot.com
  132. 134. Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Soleil Gan April 14, 2011 miralynnserrano.blogspot.com
  133. 135. 10. Characteristics of Marketing Audits are, except <ul><li>Comprehensive </li></ul><ul><li>Systematic </li></ul><ul><li>Independent </li></ul><ul><li>Innovative </li></ul><ul><li>Periodic </li></ul>miralynnserrano.blogspot.com
  134. 136. 10. Marketing Audit has the following characteristics except: <ul><li>Comprehensive </li></ul><ul><li>Systematic </li></ul><ul><li>Independent </li></ul><ul><li>Accurate </li></ul><ul><li>Periodic </li></ul>miralynnserrano.blogspot.com
  135. 137. Marketing AUDIT as a strategic Control miralynnserrano.blogspot.com has FOUR Characteristics <ul><li>Comprehensive </li></ul><ul><li>Systematic </li></ul><ul><li>Independent </li></ul><ul><li>Periodic </li></ul>
  136. 138. Marketing Audits should cover all major marketing activities miralynnserrano.blogspot.com <ul><li>Comprehensive </li></ul><ul><li>Systematic </li></ul><ul><li>Independent </li></ul><ul><li>Periodic </li></ul>
  137. 139. Marketing Audits should be in an Orderly Examination miralynnserrano.blogspot.com <ul><li>Comprehensive </li></ul><ul><li>Systematic </li></ul><ul><li>Independent </li></ul><ul><li>Periodic </li></ul>
  138. 140. Best Audits are from Outside consultants miralynnserrano.blogspot.com <ul><li>Comprehensive </li></ul><ul><li>Systematic </li></ul><ul><li>Independent </li></ul><ul><li>Periodic </li></ul>
  139. 141. Marketing Audits should form part of company’s processes and routines miralynnserrano.blogspot.com <ul><li>Comprehensive </li></ul><ul><li>Systematic </li></ul><ul><li>Independent </li></ul><ul><li>Periodic </li></ul>
  140. 142. 10. Marketing Audit has the following characteristics except: <ul><li>Comprehensive </li></ul><ul><li>Systematic </li></ul><ul><li>Independent </li></ul><ul><li>Accurate </li></ul><ul><li>Periodic </li></ul>miralynnserrano.blogspot.com
  141. 143. Improved Learning Questions for Kotler’s 22 Chapters Soleil Gan April 2011 http://taeyangxinyi.blogspot.com

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