TOP 20 Improved Learning Questions for Caroline P. Quarte April 2011 http://carolinequarte.blogspot.com/ Kotler’s 20 Chapt...
TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st  Century Ria Abendan / Caroline P. Quarte April ...
2. Promoting a visit to Star City is an example of marketing what? <ul><li>A place </li></ul><ul><li>An experience </li></...
2. What are you marketing when you promote a visit to Star City? <ul><li>A place </li></ul><ul><li>An experience </li></ul...
Examples Experiences are marketed by orchestrating several goods and services
2. What are you marketing when you promote a visit to Star City? <ul><li>A place </li></ul><ul><li>An experience </li></ul...
10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Caroline P. Quarte April 15,...
5. What kind of business orientation that puts the customer at the heart of the business? <ul><li>Product orientation </li...
5. What type of business orientation puts the customer at the heart of the business? <ul><li>Product orientation </li></ul...
Types of Business Orientation <ul><ul><li>Product Orientation -  The company believes that they have a superior product, b...
Examples 33/73 www.stevenandrada.blogspot.com Question 5: Company Product Market Cebu Pacific Air We run an Airline compan...
5. What type of business orientation puts the customer at the heart of the business? <ul><li>Product orientation </li></ul...
TOP 10 Learning Questions  Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Caroline P. ...
8. Which is an environmental force shaping the business landscape? <ul><li>Demographic </li></ul><ul><li>Technological </l...
8. Which of the following is NOT an environmental force that shapes the business landscape? Question http://carolinequarte...
Environmental Forces Shaping the Business Landscape <ul><li>Demographic </li></ul><ul><li>Political-Legal </li></ul><ul><l...
8. Which of the following is NOT an environmental force that shapes the business landscape? http://carolinequarte.blogspot...
TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Caroline P. Q...
#4: ____ is the set of consumers who have interest and access to a market offer. <ul><li>A. Potential market </li></ul><ul...
#4: Market demands are segmented in 4 categories. The following are measures of market demand except for __________. <ul><...
Concept : What are the measures of market demand? Potential Market Target  Market Penetrated  Market Available  Market con...
Target Market: 90 Mn mobile phone users in prepaid loading business, up to P1.2B texts sent per day! 3 main networks targe...
Penetrated market: Hapee Toothpaste&quot; - Philippine-Made, World Class: Pedro's Faith Leads to Success! Penetrated marke...
Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!!
Potential market: Philippines -Potential retirement destination! Is Philippine a potential market as retirement destinatio...
#4: Market demands are segmented in 4 categories. The following are measures of market demand except for __________. <ul><...
Joan Soliven / Caroline P. Quarte April 15, 2011 http://joansoliven.blogspot.com/ TOP 10 Learning Questions for Creating C...
1. Difference between what the customer gets and what he or she gives for different possible choices. <ul><li>A. Customer ...
<ul><li>Price to Value Ratio </li></ul><ul><li>Price to Quality Ratio </li></ul><ul><li>Customer Perceived Value </li></ul...
Customer Perceived Value  <ul><li>Difference between what the customer gets and what he or she gives for different possibl...
Consumers are more educated and informed, they seek out superior alternatives  <ul><li>Dell offering better service than H...
<ul><li>Price to Value Ratio </li></ul><ul><li>Price to Quality Ratio </li></ul><ul><li>Customer Perceived Value </li></ul...
TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Caroline P. Quarte 15 April 2011
3. What are dissociative groups?  <ul><li>A. A group an individual feels neutral about </li></ul><ul><li>B. groups who dis...
3. In consumer behavior, associating a product from a dissociative group does not really affect the product. True or False...
Reference Groups Dissociative Groups <ul><li>Groups one rejects: i.e., racists, anti-semites </li></ul>Kotler, Keller. Mar...
Reference Groups Dissociative Groups <ul><li>Groups one rejects: i.e., racists, anti-semites </li></ul>Kotler, Keller. Mar...
3. In consumer behavior, associating a product from a dissociative group does not really affect the product. True or False...
Caroline P. Quarte
 
3. In the business buying process, who has the power to prevent sellers or information from reaching members of the buying...
 
3. In the business buying process, who has the power to prevent sellers or information from reaching members of the buying...
TOP 10 Learning Questions  Ch 8: Identifying Market Segments and Targets Myrtle Frantilla / Caroline P. Quarte April 14, 2...
2. In the steps of segmentation process, what is the fourth step? http://myrtlefrantilla.blogspot.com / http://myrtlefrant...
<ul><li>Needs-based segmentation </li></ul><ul><li>Segment identification </li></ul><ul><li>Segment attractiveness </li></...
Steps in Segmentation Process Segment Identification http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot...
<ul><li>Needs-based segmentation </li></ul><ul><li>Segment identification </li></ul><ul><li>Segment attractiveness </li></...
TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan / Caroline P. Quarte April 2011 http://taeyangxinyi.b...
10. Which of the following is not a role on a brand portfolio?  <ul><li>Cash Cows </li></ul><ul><li>Flankers </li></ul><ul...
<ul><li>Flankers </li></ul><ul><li>Cash Cows </li></ul><ul><li>Low-end Entry level </li></ul><ul><li>High-end Prestige </l...
Brand Roles on a Brand Portfolio What brand type is the product? 40 http://taeyangxinyi.blogspot.com From Philip Kotler’s,...
Niche is a type of market segmentation, not a role on a brand portfolio 41 http://taeyangxinyi.blogspot.com From Philip Ko...
<ul><li>Flankers </li></ul><ul><li>Cash Cows </li></ul><ul><li>Low-end Entry level </li></ul><ul><li>High-end Prestige </l...
TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray / Caroline P. Quarte April 15, 2011 ...
<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...
<ul><li>Product differentiation </li></ul><ul><li>Personnel differentiation </li></ul><ul><li>Channel differentiation </li...
Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot....
<ul><li>Product differentiation </li></ul><ul><li>Personnel differentiation </li></ul><ul><li>Channel differentiation </li...
TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao / Caroline P. Quarte April 2011
1. Which of the following is true? <ul><li>In threat of segment rivalry, a segment is unattractive if it does not contain ...
1.  New entrants to an industry can raise the level of competition, thereby reducing its attractiveness. True or False. <u...
What determines market segment? Michael Porter’s Five Forces
“ Threat of new entrants” refers to the  threat existing competitors face upon new competitors <ul><li>Barriers to entry: ...
1.  New entrants to an industry can raise the level of competition, thereby reducing its attractiveness. True or False. <u...
TOP 10 Learning Questions for Ch. 12 Setting Product Strategy #28 Ivy Villamor /  Caroline P. Quarte   April 14, 2011
9. ___ is a distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attribu...
9. Using the ____________ level of the product hierarchy to sell their shampoo, one can see in Pantene packaging that it i...
Concept 6: Product Hierarchy Leads you to Specific Desired Product
Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample ...
9. Using the ____________ level of the product hierarchy to sell their shampoo, one can see in Pantene packaging that it i...
TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao Caroline P. Quarte April 2011 ...
5. Service positioning strategy can be made tangible through? 4 <ul><li>Price </li></ul><ul><li>Symbols </li></ul><ul><li>...
5. Companies offering services can demonstrate their quality through physical evidence and ____________. <ul><li>Preservat...
Physical Evidence and Presentation 7 Place People Entertainment Communication Material Symbols Price
5. Companies offering services can demonstrate their quality through physical evidence and ____________. <ul><li>Preservat...
TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/ Caroline P. Quarte April 15, 2011...
1. Consumers use PRICE as an indicator of _____________. <ul><li>Product Comparability </li></ul><ul><li>Product Quantity ...
<ul><li>Reference Price </li></ul><ul><li>Price Ending </li></ul><ul><li>Price Starting </li></ul><ul><li>Price Cues </li>...
Consumers arrive at Price Perceptions via 4 Key Points meghanngettingthere.blogspot.com Reference Prices Price – quality I...
<ul><li>Reference Price </li></ul><ul><li>Price Ending </li></ul><ul><li>Price Starting </li></ul><ul><li>Price Cues </li>...
TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales /  Car...
Which of the following does not fall under “Levels of Service”? <ul><li>Self-Service </li></ul><ul><li>Self-Selection </li...
What level of service do McDonald’s offer? <ul><li>Self-service </li></ul><ul><li>Self-selection </li></ul><ul><li>Limited...
Levels of Service Source: Marketing Management 13 th  Ed by Philip Kotler
What level of service do McDonald’s offer? <ul><li>Self-service </li></ul><ul><li>Self-selection </li></ul><ul><li>Limited...
  Chapter 17 Designing and Managing Integrated Marketing Yang Zhao/ Caroline P. Quarte Apr. 5.2011 http://zhaointote.blogs...
1.How many modes of marketing communication mix? <ul><li>A. 2 </li></ul><ul><li>B. 4 </li></ul><ul><li>C. 6 </li></ul><ul>...
1. Which of the following is NOT one of the marketing communications mix modes of communication? <ul><li>Direct Perception...
Models of Marketing Communications Direct marketing Word of mouth Advertising Sales promotion Events and experiences PRs &...
Marketing Communication mix  (8 major models of Communication) <ul><li>Advertising </li></ul><ul><li>Any paid form of non-...
Marketing Communication mix  (8 major models of Communication) <ul><li>Direct Marketing </li></ul><ul><li>User of mail, Te...
1. Which of the following is NOT one of the marketing communications mix modes of communication? <ul><li>Direct Perception...
TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong / Caroline P. Quarte April 2011
4. In developing an advertising campaign, legal and social issues are assessed during _________. <ul><li>Message Generatio...
4. Only message generation and creative development are important in developing an advertising campaign. True or False. <u...
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4. Only message generation and creative development are important in developing an advertising campaign. True or False. <u...
TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon / Caroline P. Quarte April 15,...
3. Which of the following statements in creativity techniques is false?  <ul><li>In attribute listing, list first the attr...
3.  In reverse assumption analysis,  instead of assuming what is already obvious, reverse each assumption to come out with...
Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com
Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com
3.  In reverse assumption analysis,  instead of assuming what is already obvious, reverse each assumption to come out with...
TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. / Caroline P. Quarte April 14, 2011 ww...
1. The following are the stages of Internationalization. Except… <ul><li>No regular export activities. </li></ul><ul><li>M...
1. What’s the third stage of internationalization? <ul><li>No regular export activities </li></ul><ul><li>Establishment of...
4 Stages of Internationalization Establish sales subsidiaries No  regular export activity Export via  independent agents E...
1. What’s the third stage of internationalization? <ul><li>No regular export activities </li></ul><ul><li>Establishment of...
TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / ...
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Improved questions for kotler's 20 chapter quarte

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Improved questions for kotler's 20 chapter quarte

  1. 1. TOP 20 Improved Learning Questions for Caroline P. Quarte April 2011 http://carolinequarte.blogspot.com/ Kotler’s 20 Chapters
  2. 2. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan / Caroline P. Quarte April 2011
  3. 3. 2. Promoting a visit to Star City is an example of marketing what? <ul><li>A place </li></ul><ul><li>An experience </li></ul><ul><li>A property </li></ul><ul><li>An organization </li></ul><ul><li>None of the above </li></ul>
  4. 4. 2. What are you marketing when you promote a visit to Star City? <ul><li>A place </li></ul><ul><li>An experience </li></ul><ul><li>A property </li></ul><ul><li>An organization </li></ul><ul><li>None of the above </li></ul>Question http://carolinequarte.blogspot.com/
  5. 5. Examples Experiences are marketed by orchestrating several goods and services
  6. 6. 2. What are you marketing when you promote a visit to Star City? <ul><li>A place </li></ul><ul><li>An experience </li></ul><ul><li>A property </li></ul><ul><li>An organization </li></ul><ul><li>None of the above </li></ul>Answer http://carolinequarte.blogspot.com/
  7. 7. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Caroline P. Quarte April 15, 2011 www.stevenandrada.blogspot.com 1/73
  8. 8. 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>31/73 www.stevenandrada.blogspot.com
  9. 9. 5. What type of business orientation puts the customer at the heart of the business? <ul><li>Product orientation </li></ul><ul><li>Market orientation </li></ul><ul><li>Customer-centered orientation </li></ul><ul><li>Customer orientation </li></ul>Question http://carolinequarte.blogspot.com/
  10. 10. 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
  11. 11. 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
  12. 12. 5. What type of business orientation puts the customer at the heart of the business? <ul><li>Product orientation </li></ul><ul><li>Market orientation </li></ul><ul><li>Customer-centered orientation </li></ul><ul><li>Customer orientation </li></ul>Answer http://carolinequarte.blogspot.com/
  13. 13. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Caroline P. Quarte April 2011 http://kavellana.blogspot.com
  14. 14. 8. Which is an environmental force shaping the business landscape? <ul><li>Demographic </li></ul><ul><li>Technological </li></ul><ul><li>Natural </li></ul><ul><li>Socio-cultural </li></ul><ul><li>All of the above </li></ul>
  15. 15. 8. Which of the following is NOT an environmental force that shapes the business landscape? Question http://carolinequarte.blogspot.com/ <ul><li>Demographic </li></ul><ul><li>Logical </li></ul><ul><li>Natural </li></ul><ul><li>Socio-cultural </li></ul>
  16. 16. Environmental Forces Shaping the Business Landscape <ul><li>Demographic </li></ul><ul><li>Political-Legal </li></ul><ul><li>Technological </li></ul><ul><li>Natural </li></ul><ul><li>Socio-cultural </li></ul><ul><li>Economic </li></ul>http://kavellana.blogspot.com
  17. 17. 8. Which of the following is NOT an environmental force that shapes the business landscape? http://carolinequarte.blogspot.com/ Answer <ul><li>Demographic </li></ul><ul><li>Logical </li></ul><ul><li>Natural </li></ul><ul><li>Socio-cultural </li></ul>
  18. 18. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Caroline P. Quarte April 2011
  19. 19. #4: ____ is the set of consumers who have interest and access to a market offer. <ul><li>A. Potential market </li></ul><ul><li>B. Available market </li></ul><ul><li>C. Target market </li></ul><ul><li>D. Penetrated market </li></ul><ul><li>E. None of the above </li></ul>
  20. 20. #4: Market demands are segmented in 4 categories. The following are measures of market demand except for __________. <ul><li>A. Potential market </li></ul><ul><li>B. Available market </li></ul><ul><li>C. Substantial market </li></ul><ul><li>D. Penetrated market </li></ul>Question http://carolinequarte.blogspot.com/
  21. 21. Concept : What are the measures of market demand? Potential Market Target Market Penetrated Market Available Market consumers having interest, income and access consumers buying company’s product! qualified available market company decides to pursue consumers professing sufficient level of interest
  22. 22. Target Market: 90 Mn mobile phone users in prepaid loading business, up to P1.2B texts sent per day! 3 main networks targeting the mass market !
  23. 23. Penetrated market: Hapee Toothpaste&quot; - Philippine-Made, World Class: Pedro's Faith Leads to Success! Penetrated market by challenging the foreign brand!
  24. 24. Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!!
  25. 25. Potential market: Philippines -Potential retirement destination! Is Philippine a potential market as retirement destination??
  26. 26. #4: Market demands are segmented in 4 categories. The following are measures of market demand except for __________. <ul><li>A. Potential market </li></ul><ul><li>B. Available market </li></ul><ul><li>C. Substantial market </li></ul><ul><li>D. Penetrated market </li></ul>http://carolinequarte.blogspot.com/ Answer
  27. 27. Joan Soliven / Caroline P. Quarte April 15, 2011 http://joansoliven.blogspot.com/ TOP 10 Learning Questions for Creating Customer Value, Satisfaction, and Loyalty and Ch 5
  28. 28. 1. Difference between what the customer gets and what he or she gives for different possible choices. <ul><li>A. Customer Satisfaction </li></ul><ul><li>B. Good Service </li></ul><ul><li>C. Quality </li></ul><ul><li>D. Customer Perceived Value </li></ul><ul><li>E. Product </li></ul>http://joansoliven.blogspot.com/
  29. 29. <ul><li>Price to Value Ratio </li></ul><ul><li>Price to Quality Ratio </li></ul><ul><li>Customer Perceived Value </li></ul><ul><li>Customer Perceived Effects </li></ul>1. What marketing concept explains this statement: “That product is very expensive, it must be really effective.” Question http://carolinequarte.blogspot.com/
  30. 30. Customer Perceived Value <ul><li>Difference between what the customer gets and what he or she gives for different possible choices. </li></ul>http://joansoliven.blogspot.com/ Source: Marketing Management 13 th Edition by Philip Kotler
  31. 31. Consumers are more educated and informed, they seek out superior alternatives <ul><li>Dell offering better service than HP, they outpaced HP before in terms of customer perceived value. </li></ul>Source: Marketing Management 13 th Edition by Philip Kotler
  32. 32. <ul><li>Price to Value Ratio </li></ul><ul><li>Price to Quality Ratio </li></ul><ul><li>Customer Perceived Value </li></ul><ul><li>Customer Perceived Effects </li></ul>1. What marketing concept explains this statement: “That product is very expensive, it must be really effective.” http://carolinequarte.blogspot.com/ Answer
  33. 33. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Caroline P. Quarte 15 April 2011
  34. 34. 3. What are dissociative groups? <ul><li>A. A group an individual feels neutral about </li></ul><ul><li>B. groups who distance themselves from society </li></ul><ul><li>C. a group an individual rejects </li></ul><ul><li>D. All of the above </li></ul><ul><li>E. None of the above </li></ul>
  35. 35. 3. In consumer behavior, associating a product from a dissociative group does not really affect the product. True or False. <ul><li>True </li></ul><ul><li>False </li></ul>Question http://carolinequarte.blogspot.com/
  36. 36. Reference Groups Dissociative Groups <ul><li>Groups one rejects: i.e., racists, anti-semites </li></ul>Kotler, Keller. Marketing Management, 13 th Edition. Concept 2:
  37. 37. Reference Groups Dissociative Groups <ul><li>Groups one rejects: i.e., racists, anti-semites </li></ul>Kotler, Keller. Marketing Management, 13 th Edition. Concept 2: <ul><li>These are groups one does not wish to be associated with. </li></ul>
  38. 38. 3. In consumer behavior, associating a product from a dissociative group does not really affect the product. True or False. <ul><li>True </li></ul><ul><li>False </li></ul>http://carolinequarte.blogspot.com/ Answer
  39. 39. Caroline P. Quarte
  40. 41. 3. In the business buying process, who has the power to prevent sellers or information from reaching members of the buying center? <ul><li>Deciders </li></ul><ul><li>Approvers </li></ul><ul><li>Influencers </li></ul><ul><li>Gatekeepers </li></ul>Question http://carolinequarte.blogspot.com/
  41. 43. 3. In the business buying process, who has the power to prevent sellers or information from reaching members of the buying center? <ul><li>Deciders </li></ul><ul><li>Approvers </li></ul><ul><li>Influencers </li></ul><ul><li>Gatekeepers </li></ul>http://carolinequarte.blogspot.com/ Answer
  42. 44. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets Myrtle Frantilla / Caroline P. Quarte April 14, 2011 http://myrtlefrantilla.blogspot.com /
  43. 45. 2. In the steps of segmentation process, what is the fourth step? http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / A. B. C. D. E. Segment Attractiveness Segment Identification Segment Positioning Segment Acid Test Segment Profitability
  44. 46. <ul><li>Needs-based segmentation </li></ul><ul><li>Segment identification </li></ul><ul><li>Segment attractiveness </li></ul><ul><li>Segment profitability </li></ul>2. At what step in the segmentation process should you determine which demographics, lifestyles, and usage bahaviors make the segment distinct and identifiable? Question http://carolinequarte.blogspot.com/
  45. 47. Steps in Segmentation Process Segment Identification http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / Segment Attractiveness Needs-based Segmentation Segment Profitability Segment Positioning Segment Acid Test Marketing Mix Strategy
  46. 48. <ul><li>Needs-based segmentation </li></ul><ul><li>Segment identification </li></ul><ul><li>Segment attractiveness </li></ul><ul><li>Segment profitability </li></ul>2. At what step in the segmentation process should you determine which demographics, lifestyles, and usage bahaviors make the segment distinct and identifiable? http://carolinequarte.blogspot.com/ Answer
  47. 49. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan / Caroline P. Quarte April 2011 http://taeyangxinyi.blogspot.com
  48. 50. 10. Which of the following is not a role on a brand portfolio? <ul><li>Cash Cows </li></ul><ul><li>Flankers </li></ul><ul><li>Low-End Entry Level </li></ul><ul><li>Niche Marketer </li></ul><ul><li>High-End Prestige </li></ul>http://taeyangxinyi.blogspot.com 39
  49. 51. <ul><li>Flankers </li></ul><ul><li>Cash Cows </li></ul><ul><li>Low-end Entry level </li></ul><ul><li>High-end Prestige </li></ul>10. What type of product does not require as much investment as other portfolio brands? Question http://carolinequarte.blogspot.com/
  50. 52. Brand Roles on a Brand Portfolio What brand type is the product? 40 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
  51. 53. Niche is a type of market segmentation, not a role on a brand portfolio 41 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position CASH COWS Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support LOW-END ENTRY LEVEL Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand HIGH-END PRESTIGE Brands that add prestige and credibility to the entire portfolio
  52. 54. <ul><li>Flankers </li></ul><ul><li>Cash Cows </li></ul><ul><li>Low-end Entry level </li></ul><ul><li>High-end Prestige </li></ul>10. What type of product does not require as much investment as other portfolio brands? http://carolinequarte.blogspot.com/ Answer
  53. 55. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray / Caroline P. Quarte April 15, 2011 http://annaguray06.blogspot.com
  54. 56. <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>5. differentiation is the way a company aims to identify and position itself or its products. Question #5 http://annaguray06.blogspot.com
  55. 57. <ul><li>Product differentiation </li></ul><ul><li>Personnel differentiation </li></ul><ul><li>Channel differentiation </li></ul><ul><li>Image differentiation </li></ul>5. _____________________ if done effectively establishes the product’s character and value proposition. Question http://carolinequarte.blogspot.com/
  56. 58. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com
  57. 59. <ul><li>Product differentiation </li></ul><ul><li>Personnel differentiation </li></ul><ul><li>Channel differentiation </li></ul><ul><li>Image differentiation </li></ul>5. _____________________ if done effectively establishes the product’s character and value proposition. http://carolinequarte.blogspot.com/ Answer
  58. 60. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao / Caroline P. Quarte April 2011
  59. 61. 1. Which of the following is true? <ul><li>In threat of segment rivalry, a segment is unattractive if it does not contain numerous, strong, or aggressive competitors. </li></ul><ul><li>In threat of new entrants, a segment is attractive if entry barriers are low and exit are high. </li></ul><ul><li>In threat of segment rivalry, a segment is unattractive if there are actual potential substitutes for the product. </li></ul><ul><li>In threat of new entrants, a segment is attractive if entry barriers are high and exit are low. </li></ul><ul><li>In threat of segment rivalry, a segment is attractive if it places a limit on prices and profit. </li></ul>
  60. 62. 1. New entrants to an industry can raise the level of competition, thereby reducing its attractiveness. True or False. <ul><li>True </li></ul><ul><li>False </li></ul>Question http://carolinequarte.blogspot.com/
  61. 63. What determines market segment? Michael Porter’s Five Forces
  62. 64. “ Threat of new entrants” refers to the threat existing competitors face upon new competitors <ul><li>Barriers to entry: </li></ul><ul><ul><li>Economies of scale </li></ul></ul><ul><ul><li>Product Differentiation </li></ul></ul><ul><ul><li>Capital Requirements </li></ul></ul><ul><ul><li>Switching Cost </li></ul></ul><ul><ul><li>Distribution Channel Access </li></ul></ul><ul><ul><li>Government Policies </li></ul></ul>Attractive if entry barriers are high and exit are low!
  63. 65. 1. New entrants to an industry can raise the level of competition, thereby reducing its attractiveness. True or False. <ul><li>True </li></ul><ul><li>False </li></ul>http://carolinequarte.blogspot.com/ Answer
  64. 66. TOP 10 Learning Questions for Ch. 12 Setting Product Strategy #28 Ivy Villamor / Caroline P. Quarte April 14, 2011
  65. 67. 9. ___ is a distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attribute. <ul><li>Need family </li></ul><ul><li>Product family </li></ul><ul><li>Product line </li></ul><ul><li>Product type </li></ul><ul><li>Item </li></ul><ul><li>None of the above </li></ul>http://www.slideshare.net/ivyvillamor
  66. 68. 9. Using the ____________ level of the product hierarchy to sell their shampoo, one can see in Pantene packaging that it indicates the company name first, then the type of shampoo. Ex. PANTENE Hair Fall Control Shampoo <ul><li>Product line </li></ul><ul><li>Need family </li></ul><ul><li>Item </li></ul><ul><li>Product type </li></ul>Question http://carolinequarte.blogspot.com/
  67. 69. Concept 6: Product Hierarchy Leads you to Specific Desired Product
  68. 70. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family   Personal Care Product family   Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class   Hair Cleaning Agent Product line   Shampoo Product type   Hair Fall Control Shampoo Item (Brand/Item) Pantene Hair Fall Solution bottle
  69. 71. 9. Using the ____________ level of the product hierarchy to sell their shampoo, one can see in Pantene packaging that it indicates the company name first, then the type of shampoo. Ex. PANTENE Hair Fall Control Shampoo <ul><li>Product line </li></ul><ul><li>Need family </li></ul><ul><li>Item </li></ul><ul><li>Product type </li></ul>http://carolinequarte.blogspot.com/ Answer
  70. 72. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao Caroline P. Quarte April 2011 rgwenceslao.blogspot.com
  71. 73. 5. Service positioning strategy can be made tangible through? 4 <ul><li>Price </li></ul><ul><li>Symbols </li></ul><ul><li>Place </li></ul><ul><li>People </li></ul><ul><li>All of the above </li></ul>
  72. 74. 5. Companies offering services can demonstrate their quality through physical evidence and ____________. <ul><li>Preservation </li></ul><ul><li>Preoccupation </li></ul><ul><li>Presentation </li></ul><ul><li>Presumption </li></ul>Question http://carolinequarte.blogspot.com/
  73. 75. Physical Evidence and Presentation 7 Place People Entertainment Communication Material Symbols Price
  74. 76. 5. Companies offering services can demonstrate their quality through physical evidence and ____________. <ul><li>Preservation </li></ul><ul><li>Preoccupation </li></ul><ul><li>Presentation </li></ul><ul><li>Presumption </li></ul>http://carolinequarte.blogspot.com/ Answer
  75. 77. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/ Caroline P. Quarte April 15, 2011 meghanngettingthere.blogspot.com
  76. 78. 1. Consumers use PRICE as an indicator of _____________. <ul><li>Product Comparability </li></ul><ul><li>Product Quantity </li></ul><ul><li>Product Superiority </li></ul><ul><li>Product Quality </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  77. 79. <ul><li>Reference Price </li></ul><ul><li>Price Ending </li></ul><ul><li>Price Starting </li></ul><ul><li>Price Cues </li></ul>1. Consumers arrive at price perceptions via 4 key points. All of the following are true EXCEPT for Question http://carolinequarte.blogspot.com/
  78. 80. Consumers arrive at Price Perceptions via 4 Key Points meghanngettingthere.blogspot.com Reference Prices Price – quality Inferences Price Endings Price Cues
  79. 81. <ul><li>Reference Price </li></ul><ul><li>Price Ending </li></ul><ul><li>Price Starting </li></ul><ul><li>Price Cues </li></ul>1. Consumers arrive at price perceptions via 4 key points. All of the following are true EXCEPT for http://carolinequarte.blogspot.com/ Answer
  80. 82. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales / Caroline P. Quarte April 14, 2011
  81. 83. Which of the following does not fall under “Levels of Service”? <ul><li>Self-Service </li></ul><ul><li>Self-Selection </li></ul><ul><li>Limited Service </li></ul><ul><li>Full Service </li></ul><ul><li>Personal Service </li></ul>Question 1
  82. 84. What level of service do McDonald’s offer? <ul><li>Self-service </li></ul><ul><li>Self-selection </li></ul><ul><li>Limited service </li></ul><ul><li>Full service </li></ul>Question http://carolinequarte.blogspot.com/
  83. 85. Levels of Service Source: Marketing Management 13 th Ed by Philip Kotler
  84. 86. What level of service do McDonald’s offer? <ul><li>Self-service </li></ul><ul><li>Self-selection </li></ul><ul><li>Limited service </li></ul><ul><li>Full service </li></ul>http://carolinequarte.blogspot.com/ Answer
  85. 87. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao/ Caroline P. Quarte Apr. 5.2011 http://zhaointote.blogspot.com/
  86. 88. 1.How many modes of marketing communication mix? <ul><li>A. 2 </li></ul><ul><li>B. 4 </li></ul><ul><li>C. 6 </li></ul><ul><li>D. 8 </li></ul><ul><li>E. 10 </li></ul>http://zhaointote.blogspot.com/
  87. 89. 1. Which of the following is NOT one of the marketing communications mix modes of communication? <ul><li>Direct Perception </li></ul><ul><li>Personal Selling </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Sales Promotions </li></ul>Question http://carolinequarte.blogspot.com/
  88. 90. Models of Marketing Communications Direct marketing Word of mouth Advertising Sales promotion Events and experiences PRs & Publicity Interactive Marketing Personal Selling http://zhaointote.blogspot.com/
  89. 91. Marketing Communication mix (8 major models of Communication) <ul><li>Advertising </li></ul><ul><li>Any paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor. </li></ul><ul><li>Sales Promotion </li></ul><ul><li>A variety of short-term incentives to encourage trial or purchase of a product or service </li></ul><ul><li>Events and experience </li></ul><ul><li>Company-sponsored activities and programs designed to create daily or special brand-related interactions </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>A program designed to promote or protect a company's image or its individual products </li></ul>http://zhaointote.blogspot.com/
  90. 92. Marketing Communication mix (8 major models of Communication) <ul><li>Direct Marketing </li></ul><ul><li>User of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects. </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>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 </li></ul><ul><li>Word- of - Mouth Marketing </li></ul><ul><li>People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services. </li></ul><ul><li>Personal Selling </li></ul><ul><li>Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. </li></ul>http://zhaointote.blogspot.com/
  91. 93. 1. Which of the following is NOT one of the marketing communications mix modes of communication? <ul><li>Direct Perception </li></ul><ul><li>Personal Selling </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Sales Promotions </li></ul>http://carolinequarte.blogspot.com/ Answer
  92. 94. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong / Caroline P. Quarte April 2011
  93. 95. 4. In developing an advertising campaign, legal and social issues are assessed during _________. <ul><li>Message Generation </li></ul><ul><li>Message Evaluation </li></ul><ul><li>Creative Development and Execution </li></ul><ul><li>Social Responsibility Review </li></ul><ul><li>All of the above </li></ul>
  94. 96. 4. Only message generation and creative development are important in developing an advertising campaign. True or False. <ul><li>True </li></ul><ul><li>False </li></ul>http://carolinequarte.blogspot.com/ Question
  95. 97. There are three steps in developing an advertising campaign. Reference: Philip Kotler’s Marketing Management, 13 th edition
  96. 98. 4. Only message generation and creative development are important in developing an advertising campaign. True or False. <ul><li>True </li></ul><ul><li>False </li></ul>http://carolinequarte.blogspot.com/ Answer
  97. 99. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon / Caroline P. Quarte April 15, 2011 http://louiemarkquizon.blogspot.com
  98. 100. 3. Which of the following statements in creativity techniques is false? <ul><li>In attribute listing, list first the attributes of an object and then modify </li></ul><ul><li>In forced relationships, list several ideas and consider each one in relation to another. </li></ul><ul><li>In morphological analysis, many solutions can be generated by the combination of ideas </li></ul><ul><li>In reverse assumption analysis, take a familiar concept and put it in a new context </li></ul><ul><li>In mind mapping, you should create associations with each new idea </li></ul>http://louiemarkquizon.blogspot.com
  99. 101. 3. In reverse assumption analysis, instead of assuming what is already obvious, reverse each assumption to come out with some fresh creative ideas. True or False. <ul><li>True </li></ul><ul><li>False </li></ul>http://carolinequarte.blogspot.com/ Question
  100. 102. Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com
  101. 103. Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com
  102. 104. 3. In reverse assumption analysis, instead of assuming what is already obvious, reverse each assumption to come out with some fresh creative ideas. True or False. <ul><li>True </li></ul><ul><li>False </li></ul>http://carolinequarte.blogspot.com/ Answer
  103. 105. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. / Caroline P. Quarte April 14, 2011 www.leeaizabelsandel.blogspot.com
  104. 106. 1. The following are the stages of Internationalization. Except… <ul><li>No regular export activities. </li></ul><ul><li>Market products/service internationally </li></ul><ul><li>Export via independent agents </li></ul><ul><li>Establish sales subsidiaries </li></ul><ul><li>Establish production facilities abroad </li></ul>www.leeaizabelsandel.blogspot.com
  105. 107. 1. What’s the third stage of internationalization? <ul><li>No regular export activities </li></ul><ul><li>Establishment of one or more sales subsidiaries </li></ul><ul><li>Export via independent representatives </li></ul><ul><li>Establishment of production facilities abroad </li></ul>Question http://carolinequarte.blogspot.com/
  106. 108. 4 Stages of Internationalization Establish sales subsidiaries No regular export activity Export via independent agents Establish production facilities abroad Stage 1 Stage 2 Stage 3 Stage 4 www.leeaizabelsandel.blogspot.com
  107. 109. 1. What’s the third stage of internationalization? <ul><li>No regular export activities </li></ul><ul><li>Establishment of one or more sales subsidiaries </li></ul><ul><li>Export via independent representatives </li></ul><ul><li>Establishment of production facilities abroad </li></ul>http://carolinequarte.blogspot.com/ Answer
  108. 110. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Caroline P. Quarte April 14, 2011 miralynnserrano.blogspot.com
  109. 111. 3. Product- or Brand-Management Organization can also be in the form of the following types of product teams <ul><li>Horizontal and Vertical product teams </li></ul><ul><li>Straight and Curved product teams </li></ul><ul><li>Horizontal, Vertical, Triangular product teams </li></ul><ul><li>Straight, Curved and Triangular product teams </li></ul><ul><li>None of the above </li></ul>miralynnserrano.blogspot.com
  110. 112. 3. There are three types of potential product –team structures. These are… <ul><li>Horizontal, Diagonal, Vertical product teams </li></ul><ul><li>Horizontal, Triangular, Vertical product teams </li></ul><ul><li>Horizontal, Circular, Vertical product teams </li></ul><ul><li>Independent, Interdependent, Social product teams </li></ul>Question http://carolinequarte.blogspot.com/
  111. 113. PRODUCT- or BRAND-MANAGEMENT using Product Teams 14 miralynnserrano.blogspot.com <ul><li>PM = Product Manager </li></ul><ul><li>APM = Associate PM </li></ul><ul><li>PA = Product Assistant </li></ul>Vertical Product Team
  112. 114. PRODUCT- or BRAND-MANAGEMENT using Product Teams 15 miralynnserrano.blogspot.com <ul><li>PM = Product Manager </li></ul><ul><li>APM = Associate PM </li></ul><ul><li>PA = Product Assistant </li></ul><ul><li>R = Market Researcher </li></ul><ul><li>C = Communication Specialist </li></ul>Vertical Product Team PM R C Triangular Product Team
  113. 115. PRODUCT- or BRAND-MANAGEMENT using Product Teams 16 miralynnserrano.blogspot.com <ul><li>PM = Product Manager </li></ul><ul><li>APM = Associate PM </li></ul><ul><li>PA = Product Assistant </li></ul><ul><li>R = Market Researcher </li></ul><ul><li>C = Communication </li></ul><ul><li>Specialist </li></ul>Vertical Product Team PM R C Triangular Product Team Horizontal Product Team <ul><li>S = Sales Manager </li></ul><ul><li>D = Distribution Specialist </li></ul><ul><li>F = Finance Specialist </li></ul><ul><li>E = Engineer </li></ul>
  114. 116. 3. There are three types of potential product –team structures. These are… <ul><li>Horizontal, Diagonal, Vertical product teams </li></ul><ul><li>Horizontal, Triangular, Vertical product teams </li></ul><ul><li>Horizontal, Circular, Vertical product teams </li></ul><ul><li>Independent, Interdependent, Social product teams </li></ul>http://carolinequarte.blogspot.com/ Answer

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