Consolidated questions ch10 to ch18 carlos gonzaga

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Consolidated questions for ch10 to ch18 of Kotler's Marketing Management

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Consolidated questions ch10 to ch18 carlos gonzaga

  1. 1. TOP 10 Learning Questions for Chapter 10Crafting The Brand Position (D)evout - Mary Josette Enriquez December 16, 2011 www.laymarketer.blogspot.com
  2. 2. Original question All Marketing strategy is built on STP _________ a. segregation, targeting, & planning b. segmentation, timing & piping c. segmentation, targeting & positioning d. systematization, targeting & positioning e. segregation, timing & planning www.laymarketer.blogspot.com
  3. 3. Improved question Globe’s Unlitext 20 for students who are prepaid subscribers is an example of a marketing strategy built on a. segregation, targeting, & preparation b. segmentation, timing & planning c. segmentation, targeting & positioning d. systematization, targeting & positioning e. specialization, timing & preference www.laymarketer.blogspot.com
  4. 4. Concept Developing & Communicating A Position Strategy All marketing strategy is built on STP: Segmentation, Targeting and Positioning A company discovers different needs and groups in the marketplace, targets those it can satisfy in a superior way, and then positions its offering so the target market recognizes the companys distinctive offering and image. www.laymarketer.blogspot.com
  5. 5. Concept Explanation Segmenting (breaking down a diverse market into Example: Students homogeneous groups) Segments should ↓ be measurable, sizea Targeting ble, (choosing a specific segment for your reachable ! and Example: Prepaid campaign) subscribers ↓ Positioning (designing a distinctive message to appeal to the targeted segment) Example: Practicality for students with limited budget--Unlimited texting for only 20 pesos www.laymarketer.blogspot.com
  6. 6. All Marketing strategy is built on STP _________ a. segregation, targeting, & planning b. segmentation, timing & piping c. segmentation, targeting & positioning d. systematization, targeting & positioning e. segregation, timing & planning www.laymarketer.blogspot.com www.maryjosetteienriquez.blogspot.com 12/11/11
  7. 7. Globe’s Unlitext 20 for students who areprepaid subscribers is an example of amarketing strategy built ona. segregation, targeting, & preparationb. segmentation, timing & planningc. segmentation, targeting & positioningd. systematization, targeting & positioninge. specialization, timing & preference www.laymarketer.blogspot.com
  8. 8. TOP 10 Learning Questions for Setting Product Strategy Chapter 12 Adventurer Alex Go 12.16.11 www.laymarketer.blogspot.com
  9. 9. An example of durable goods is ____.A. WineB. PrinterC. Tortilla ChipsD. TissueE. Ink Cartridge www.laymarketer.blogspot.com 9
  10. 10. An example of durable goods is ____.A. HP printing solutionsB. PrinterC. Printing operatorD. PaperE. Ink Cartridge www.laymarketer.blogspot.com 10
  11. 11. Product classifications are essential in identifying appropriate marketing mix strategiesAccdg. to durability and tangibility, products can be classified into 3 types: 1. Non-durable goods – tangible, once or a few uses 2. Durable goods – tangible, many uses 3. Services - intangible www.laymarketer.blogspot.com 11
  12. 12. Durable goods are those that normally survivemany usesSome examples are: electronic gadgets, printers & cars. www.laymarketer.blogspot.com 12
  13. 13. 2. An example of durable goods is ____.A. WineB. PrinterC. Tortilla ChipsD. TissueE. Ink Cartridge www.laymarketer.blogspot.com 13
  14. 14. An example of durable goods is ____.A. HP printing solutionsB. PrinterC. Printing operatorD. PaperE. Ink Cartridge www.laymarketer.blogspot.com 14
  15. 15. It is the total features that affect how a product looks, feels, and functions in terms of customer req’ts.A. FormB. StyleC. DesignD. CustomizationE. None of the above www.laymarketer.blogspot.com 15
  16. 16. A product’s total features and functions, which ultimately satisfies customer requirements, refers to its _________.A. FormB. StyleC. DesignD. CustomizationE. None of the above www.laymarketer.blogspot.com 16
  17. 17. There are several ways that a product candifferentiate itself from the competition Form, Style, Design & Customization are some of the product aspects marketers use to stand out. www.laymarketer.blogspot.com 17
  18. 18. Only design covers the totality of the product features• Form Either specific to• Style shape, size, look &• Customization feel, custom made• Design Total features To the customer, a well-designed product is one that is pleasant to look at and easy to open, install, use, repair, and dispose of. www.laymarketer.blogspot.com 18
  19. 19. 3. It is the total features that affect how a product looks, feels, and functions in terms of customer req’ts.A. FormB. StyleC. DesignD. CustomizationE. None of the above www.laymarketer.blogspot.com 19
  20. 20. A product’s total features and functions, which ultimately satisfies customer requirements, refers to its _________.A. FormB. StyleC. DesignD. CustomizationE. None of the above www.laymarketer.blogspot.com 20
  21. 21. TOP 10 Learning Questions for For Chapter 13Designing and Managing Services Foglight Carlos Gonzaga December 15, 2011 21 www.laymarketer.blogspot.com
  22. 22. 2. 24/7 Customer Service is anexample ofA. standardized service-performance processB. good hiring and training proceduresC. monitoring customer satisfactionD. surprising customersE. the evidence of service from the customers point of view www.laymarketer.blogspot.com 22
  23. 23. The company HelpDesk is anexample ofA. standardized service-performance processB. good hiring and training proceduresC. monitoring customer satisfactionD. surprising customersE. the evidence of service from the customers point of view www.laymarketer.blogspot.com 23
  24. 24. Three steps service firms cantake to increase quality control Invest in good hiring and training procedures –Recruiting the right employees and providing them with excellent training Standardize the service-performance process -A service blueprint can simultaneously map out the service process, the points of customer contact, and the evidence of service from the customers point of view. Monitor customer satisfaction - Employ suggestion and complaint systems, customer surveys, and comparison shopping. www.laymarketer.blogspot.com 24
  25. 25. Three steps service firms can take to increase quality control Monitor customer satisfaction - Employ suggestion and complaint systems, customer surveys, and comparison shopping.The company HelpDesk, especially for IT-relatedinquiries, is a form of a suggestion and complaintsystem that helps companies monitor employeecomplaints. www.laymarketer.blogspot.com 25
  26. 26. 2. 24/7 Customer Service is anexample ofA. standardized service-performance processB. good hiring and training proceduresC. monitoring customer satisfactionD. surprising customersE. the evidence of service from the customers point of view www.laymarketer.blogspot.com 26
  27. 27. The company HelpDesk is anexample ofA. standardized service-performance processB. good hiring and training proceduresC. monitoring customer satisfactionD. surprising customersE. the evidence of service from the customers point of view www.laymarketer.blogspot.com 27
  28. 28. 7. The Cell phone is an example ofA. Pure tangible goodB. Tangible good with accompanying servicesC. HybridD. Major service with accompanying minor goods and servicesE. Pure service www.laymarketer.blogspot.com 28
  29. 29. Del Computers and Toyota are examples ofA. Pure tangible goodB. Tangible good with accompanying servicesC. HybridD. Major service with accompanying minor goods and servicesE. Pure service www.laymarketer.blogspot.com 29
  30. 30. Categories of service mixA. Pure tangible good - the offering consists primarily of a tangible good such as soap, toothpaste, or salt. No services accompany the product.B. Tangible good with accompanying services - The offering consists of a tangible good accompanied by one or more services.C. Hybrid - The offering consists of equal parts goods and services. For example, people patronize restaurants for both the food and its preparation.D. Major service with accompanying minor goods and services - The offering consists of a major service along with additional services or supporting goods.E. Pure service - The offering consists primarily of a service. Examples include babysitting, psychotherapy, and massage. www.laymarketer.blogspot.com 30
  31. 31. Categories of service mixTangible good with accompanying servicesTypically, the more technologically advanced the product, the greater the need for a broad range of high-quality supporting services.Examples include car makers andcomputer manufacturers thatprovide extensive customerservice to support their high-endproduct offerings. www.laymarketer.blogspot.com 31
  32. 32. 7. The Cell phone is an example ofA. Pure tangible goodB. Tangible good with accompanying servicesC. HybridD. Major service with accompanying minor goods and servicesE. Pure service www.laymarketer.blogspot.com 32
  33. 33. Del Computers and Toyota are examples ofA. Pure tangible goodB. Tangible good with accompanying servicesC. HybridD. Major service with accompanying minor goods and servicesE. Pure service www.laymarketer.blogspot.com 33
  34. 34. Chapter 14Developing Pricing Strategies and Programs huaijunli www.laymarketer.blogspot.com
  35. 35. Question 2 Please give the proper sequence in setting price initially for the products or services1.Determine demand 2.select the price objective 3.analyzecompetitor price mix 4.select final price 5.select price method 6.estimate costsA216354B 1 2 6 3 54C123654D213654E12 3645 www.laymarketer.blogspot.com
  36. 36. The following are steps in settingproduct price excepta) Selecting a pricing methodb) Analyzing competitors costs, prices, and offersc) Estimating costsd) Determining demande) Company pricing policies www.laymarketer.blogspot.com
  37. 37. 6 steps in setting product pricea) Selecting the pricing objectiveb) Determining demandc) Estimating costsd) Analyzing competitors costs, prices, and offerse) Selecting a pricing methodf) Selecting the Final Price www.laymarketer.blogspot.com
  38. 38. Analysis The company first decides where it wants to position its market offering. The clearer a firm’s objectives, the easier it is to set price. Each price will lead to a different level of demand and will therefore have a different impact on a company’s marketing objectives Demand sets a ceiling on the price the company can charge for its product. The firm should first consider the nearest competitor’s price Given the customers’ demand schedule, the cost function, and competitors’ prices, the company is now ready to select a price Pricing methods narrow the range from which the company must select its final price www.laymarketer.blogspot.com
  39. 39. Answer Please give the proper sequence in setting price initially for the products or services1.Deterimne demand 2.select the price objective 3.analyzecompetitor price mix 4.select final price 5.select price method 6.estimate costsA216354B 1 2 6 3 54C123654D213654E 1 2 3www.laymarketer.blogspot.com 645
  40. 40. The following are steps in settingproduct price excepta) Selecting a pricing methodb) Analyzing competitors costs, prices, and offersc) Estimating costsd) Determining demande) Company pricing policies www.laymarketer.blogspot.com
  41. 41. Top 10 Concepts for Chapter 16Managing Retailing, Wholesaling,& Logistics Roger C. Mabag December 15, 2011 www.laymarketer.blogspot.com
  42. 42. 4. A type of retail organization where Independent retailers who set up acentral buying organization and conduct joint promotion efforts. a) Corporate Chain Store b) Voluntary Chain c) Retailer Cooperative d) Consumer Cooperative www.laymarketer.blogspot.com
  43. 43. The following are examples of a corporatechain store excepta) ACE Hardwareb) Benchc) Savemore Supermarketd) Folded and Hunge) Toys R’ Us www.laymarketer.blogspot.com
  44. 44. CORPORATE RETAILING - Although many retailstores are independently owned, an increasing numberare part of a corporate retailing organization. Theseorganizations achieve economies of scale, greaterpurchasing power, wider brand recognition, and better-trained employees than independent stores can usuallygain alone. www.laymarketer.blogspot.com
  45. 45. www.laymarketer.blogspot.com
  46. 46. 4. A type of retail organization where Independent retailers who set up acentral buying organization and conduct joint promotion efforts. a) Corporate Chain Store b) Voluntary Chain c) Retailer Cooperative d) Consumer Cooperative http://upwarddodger.blogspot.com/ www.laymarketer.blogspot.com
  47. 47. The following are examples of a corporatechain store excepta) ACE Hardwareb) Benchc) Savemore Supermarketd) Folded and Hunge) Toys R’ Us www.laymarketer.blogspot.com
  48. 48. TOP 10 Learning Questions forDesigning and Managing Integrated Marketing Communication CHAPTER 17 KATHLEEN ANNE MAMARADLO December 15, 2011 www.laymarketer.blogspot.com
  49. 49. 2. The following are examples of the Marketing Communications mix except:A. Events and experiencesB. Public relations and publicityC. Word of mouthD. SamplingE. Personal Selling www.laymarketer.blogspot.com
  50. 50. Fairs and trade shows are examples of this marketing communication platformA. Events and experiencesB. Public relations and publicityC. Direct and interactive marketingD. AdvertisingE. Personal Selling www.laymarketer.blogspot.com
  51. 51. Marketing Communications Mix1. Advertising - Any paid form of nonpersonal presentation and promotionof ideas, goods, or services by an identified sponsor2. Sales promotion - A variety of short-term incentives to encourage trial orpurchase of a product or service3. Events and experiences - Company-sponsored activities and programsdesigned to create daily or special brand-related interactions4. Public relations and publicity - A variety of programs designed topromote or protect a companys image or its individual products www.laymarketer.blogspot.com
  52. 52. Marketing Communications Mix5. Direct marketing – Use of mail, telephone, fax, e-mail, or Internet tocommunicate directly with or solicit response or dialogue from specificcustomers and prospects6. Interactive marketing - Online activities and programs designed toengage customers or prospects and directly or indirectly raiseawareness, improve image, or elicit sales of products and services7. Word-of-mouth marketing - People-to-people oral, written, or electroniccommunications that relate to the merits or experiences of purchasing orusing products or services8. Personal selling - Face-to-face interaction with one or more prospectivepurchasers for the purpose of making presentations, answeringquestions, and procuring orders www.laymarketer.blogspot.com
  53. 53. Common Communication platforms www.laymarketer.blogspot.com
  54. 54. 5. Considering the communication process,what should the receiver first take note of inpreparing his message?A. ProductB. MediumC. CompetitorsD. Possible ‘noise’E. Target audience www.laymarketer.blogspot.com
  55. 55. 2. The following are examples of the Marketing Communications mix except:A. Events and experiencesB. Public relations and publicityC. Word of mouthD. SamplingE. Personal Selling http://kathleenmamaradlo.blogspot.com www.laymarketer.blogspot.com 55
  56. 56. Fairs and trade shows are examples of this marketing communication platformA. Events and experiencesB. Public relations and publicityC. Direct and interactive marketingD. AdvertisingE. Personal Selling www.laymarketer.blogspot.com
  57. 57. In crafting the product message, what shouldbe the company’s primary consideration?A. Product designB. Medium or channelC. CompetitorsD. Possible ‘noise’E. Target audience www.laymarketer.blogspot.com
  58. 58. Elements of the Communication Process www.laymarketer.blogspot.com
  59. 59. Elements of the Communication ProcessIt’s important to begin with a clear target audience as this will be the basis of the content of the message, how it will be delivered as well as when and where it should be said. www.laymarketer.blogspot.com
  60. 60. 5. Considering the communication process,what should the receiver first take note of inpreparing his message?A. ProductB. MediumC. CompetitorsD. Possible ‘noise’E. Target audience http://kathleenmamaradlo.blogspot.com www.laymarketer.blogspot.com
  61. 61. In crafting the product message, what shouldbe the company’s primary consideration?A. ProductB. MediumC. CompetitorsD. Possible ‘noise’E. Target audience www.laymarketer.blogspot.com
  62. 62. TOP 10 Learning ConceptsCh 18 Managing Mass Communications Ching D. Marcial December 22, 2011 www.laymarketer.blogspot.com
  63. 63. Question 1______________ is one of the five (5) steps Indeveloping an advertising program, which aims toevaluate communication strategies and sales effects. A. Evaluation B. Measurement C. Advertisement Evaluation D. Strategic Measurement 63 www.laymarketer.blogspot.com
  64. 64. ______________ is a step in the development of an advertising program, which tells the company if the program has impacted sales and company reputation.A. EvaluationB. ReviewC. Market shareD. MeasurementE. Media planning 64 www.laymarketer.blogspot.com
  65. 65. Concept The 5 steps in developing an Advertising program MESSAGEMISSION MONEY MEASUREMENT MEDIA www.laymarketer.blogspot.com
  66. 66. Concept Explanation The 5 steps in developing an Advertising program MESSAGE Generate, evaluate, select, execute MISSION MONEY MEASUREMENTSales Goals and Advertising Communication and advertising Budget Sales impact objectives MEDIA Reach, frequency, Impact, channels www.laymarketer.blogspot.com
  67. 67. Answer 1______________ is one of the five (5) steps Indeveloping an advertising program, which aims toevaluate communication strategies and sales effects. A. Evaluation B. Measurement C. Advertisement Evaluation D. Strategic Measurement 67 www.laymarketer.blogspot.com www.chingmarcial.blogspot.com
  68. 68. ______________ is a step in the development of an advertising program, which tells the company if the program has impacted sales and company reputation.A. EvaluationB. ReviewC. Market shareD. MeasurementE. Media planning 68 www.laymarketer.blogspot.com

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