Learning by Coaching for Marketing Concept Mastery 2013

LEARNING by
COACHING
Become a better student
by thinking like a
Vcoach marketing
professor

Prof. Remigio Joseph A. De Ungria Jr., MBA
Ateneo Graduate School of Business
Feb. 2013 edition

Overview
6 Steps to Learning Excellence

1. Appreciate Why
2. Learn How
3. See “What” Samples
4. Avoid “What Not” Samples
5. Learn by Doing
6. A Sample Midterm Exam (v52)

Why?
Objective is enhanced learning!

1. Leverage value of marketing concepts
2. Review for concept test
3. Enhance marketing mastery
4. Score well in midterm/ finals
5. Promote your blog (drive traffic to your
blog)

How?

Use class resources
1. Leverage marketing concepts
 Each student is assigned a chapter to specialize in
 Using Kotler slide concepts in Dropbox shared folder
2. Download template and follow instructions
 http://www.slideshare.net/josephdeungria/hm-
downloadable-template-for-10-multiple-type-
questions
3. Create 5 sets of questions, concepts, & answers using the
Kotler slides as concept source.
4. Send via email to vcoach.serves@gmail.com
5. Upload the file to the shared dropbox folder.
6. Embed in your blog.

What?

Create 5 to 10 questions

Use 4 types to make questions
1. Fill in the Blanks

2. Statements are true except

3. Which statement is true

4. Application or example based

 Example must be local, relevant, recent,
generally known

1. Marketing is meeting ___
profitably. (use AGSB class definition not Kotler’s)

Type 1:
A. Needs Fill in the
Blank question
B. Wants
C. Demands
D. Needs, Wants or Demands
E. Stated and Unstated Needs

2. Services have
characteristics except
Type 2:
A. Variability “Except”
question
B. Perishability
C. Measurability
D. Intangibility
E. Separability

3. Which of the following is
true?

A. Direct marketing is a form of mass communication
B. Word of mouth is 1 of 7 modes of communication
C. Advertising is a direct communication method
D. Promotions is equally important for consumer and
industrial goods
E. Public Relations is better if it results in a product
sale.
Type 3:
“Which is true’ or
“Which is false’
format

4. Doctors seeing patients
is an example of
Type 4: Questions that are
A. Pure product application or example based (local,
recent, common, interesting
B. Pure service
C. Hybrid of product and service
D. Intangible Product
E. Tangible Service

What?

Great questions teach!
Create 5 questions:
1. Using a concept slide used in Kotler
powerpoint
2. Relevant & interesting

3. Have 5 answer choices that may all be
“possible answers”
4. When answered, provides a learning

experience

The following slide is the original
concept slide used in the Kotler
hand-out.

Original slide from Kotler
Ch.2 Developing Strategies and Plans

Assignment to Hyper2 student

The 4 slides that follow are the required output
from the students for 1 concept
1. Question with 5 choices
2. Concept (use the original Kotler slide)
3. Concept (modify the slide using 21 steps to
effective presentation as guide)
4. Answer (still showing 5 choices)
Minimum of 5 sets of questions per chapter for
each student

Overview

1. Appreciate Why
2. Learn How
 1 Set of Question, Concept & Answer

1. Growth using new products to new
markets is called a/an __________
strategy

a. Expansion
b. Globalization
c. New Product and Market development
d. Diversification
e. Integration

Original slide from Kotler
Ch.2 Developing Strategies and Plans

Hyper2
student- You
can just do
this! (Use
original
slide)

How to Increase Sales?
4 Growth Strategies using
Products & Markets
Ansoff’s Product Market Expansion Grid

Current Markets New Markets

Current Products Market Penetration Market Development

New Products Product Development Diversification

Hyper2 student- You can really excel by applying the 21 secrets to effective
presentation to the original Kotler concept slide. This is an example. However,
depending on Vcoach instructions, doing an improved slide like this may be optional.

Overview

1. Appreciate Why
2. Learn How
4. Avoid Bad Questions
5. Learn by Doing

1. Marketing is meeting ___
profitably. (use AGSB class definition)

A. Choices
B. Everything
C. Demands
D. Competition Too Easy since
some choices
E. Customers
are obviously
wrong

2. Services have
characteristics except

A. Variability
B. Perishability
C. Differentiation
D. Intangibility Too Easy since
choice “C” is of
E. Separability
a different form

4. The J’ D Vre in Timbuktu
provides a

A. Pure product
B. Pure service
C. Hybrid of product and service
D. Intangible Product Too Hard since
E. Tangible Service J’ D Vre is not a
common, local
example

Learn by doing!
What to do starting year 2013?

1. Read the powerpoint of your assigned
Chapter at least 3 times (in Dropbox folder)

2. Output 1: Save the powerpoint in the
Dropbox folder as a new file but retain only the
slides which you think are most important to
remember
Format for Filename of Output 1: B Ch xx, Ch name, Student name
Sample for renamed Ch 2:
B Ch2 Developing Marketing Strategies and Plans, Juan de la Cruz

Learn by doing!
What to do starting year 2013?

Output 2:
For 1 concept slide, student must submit
1. Question with 5 choices
2. Concept (use the original Kotler slide)
3. Concept (modify the slide using 21 steps to
effective presentation as guide)
4. Answer (still showing 5 choices)
Required: minimum of 5 sets of questions per
chapter for each student

Note on the v52 exam
What’s different vs. 2013?

1. The original Kotler slide was not
shared with the students.
2. The original Kotler slide was not
included in Output 2
3. Students were instructed to use
multiple slides to explain the concept

LEARNING by
COACHING

Sample Midterm Exam

for Marketing Management
from Questions submitted by
v50 students


Vcoach note:

Watch & learn…

 This midterm exam was actually used for Marketing
class v52.
 Each student was required to submit 10 sets of
questions, concepts, concept explanations & answers
for his assigned chapter.
 Some questions in v52 might be used for future
midterm exams

Vcoach note:

Don’t reinvent the wheel

 Sample midterm exam for v52 is consolidated from
emailed submissions of 30 students
 Some students did not follow the formats.
 Result: integration was not seamless; formats did not
match in final copy.

 Action for future classes: Strictly use the format of
the downloadable template. Also follow the 7 x 7
principle discussed in the 21 steps to Powerful
Presentations

TOP 10 Learning Questions for

Chapter 4: Conducting Marketing
Research and Forecasting Demand

Melanie Dianne Chua
September 23, 2010

2. Potential market, available market,
target market, and penetrated market are
measures of _________.

A. Market demand
B. Market supply
C. Market group
D. Market size
E. None of the above

The Measures of Market Demand

Potential Available
Market Market

Target Penetrated
Market Market

Market Demand

 MARKET DEMAND is the total volume
bought by a defined customer group in
a defined geographical area in a defined
time period in a defined marketing
environment under a defined marketing
program

Market Demand

 Potential Market- set of consumers who
express an interest
 Available Market - potential plus income
and access
 Target Market– market the firm decides
to pursue
 Penetrated Market- consumers who are
buying product

8. Why should the following question
not be included in a questionnaire?
What is your income?

A. It is not free of bias.
B. It uses jargon.
C. It is ambiguous.
D. It is not simple.
E. None of the above.


Chapter 5 Creating Customer
Value, Satisfaction, and
Loyalty

Situmorang
September 23, 20101

www.berlysitumorang.blogspot.com

1. The perceived bundle of costs customers expect to
incur in evaluating, obtaining, using, and
disposing of the given market offering, including
monetary, time, energy, and psychic
costs is called the________.

A. Perceived usefulness
B. Perceived Cost
C. Total Customer Cost
D. Total Perceived Cost
E. Perceived Customer Price


Total Customer Cost

Total customer cost The perceived bundle of costs customers
expect to incur in evaluating, obtaining,
using, and disposing of the given market
Monetary cost offering, including monetary, time, energy,
and psychological costs.
Time cost

Energy cost

Psychological cost


1. The perceived bundle of costs customers expect to
incur in evaluating, obtaining, using, and
disposing of the given market offering, including
monetary, time, energy, and psychic
costs is called the________.

A. Perceived usefulness
B. Failure avoidance rate
C. Total Customer Cost
D. Customer perceived value
E. Competitors market share rate


2. Customer perceived value is the difference
between the prospective customer’s evaluation of all
the
_______and all the ______ of an offering and the
perceived alternatives

A. Benefit & Cost
B. Price & Cost
C. Profit & Benefit
D. Benefit & Price
E. Profit & Cost


Determinants of
Customer Perceived Value

Total customer benefit Total customer cost

Product benefit Monetary cost

Services benefit Time cost

Personal benefit Energy cost

Image benefit Psychological cost

2. Customer perceived value is the difference
between the prospective customer’s evaluation of all
the
_______and all the ______ of an offering and the
perceived alternatives

A. Benefit & Cost
B. Price & Cost
C. Profit & Benefit
D. Benefit & Price
E. Profit & Cost

47

TOP 10 Learning
Questions for

Chapter 6: Analyzing
Consumer Markets

Zennia P. Davantes
09.09.2010

While reading a newspaper, Wendy a frequent traveller
noticed the Cebu Pacific zero-fare ad, but never noticed the
free trial session ad of Marie France. This is an example of:

a. Selective Attention
b. Selective Distortion
c. Selective Retention
d. Selective Awareness
e. None of the above

49

Perception

 Selective Attention
 people exposed to a tremendous amount of stimuli tends to
screen it out.
 Selective Distortion
 tendency to twist information into personal meanings and
interpret information in a way that will fit perceptions.
 Selective Retention
 people will retain information that supports their attitudes and
beliefs.

Problem recognition is the 1st stage of the consumer
buying process. Below is the rest of the process except:

a. Information search
b. Alternative evaluation
c. Purchase decision
d. Purchase evaluation
e. Post-purchase behavior

51

Consumer Buying Process

1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior

Problem recognition is the 1st stage of the consumer
buying process. Below is the rest of the process except:

a. Information search
b. Alternative evaluation
c. Purchase decision
d. Purchase evaluation
e. Post purchase behavior (originally, this
was not included as a choice; added
this to make it 5 choices)
53


Chapter 6
Analyzing Consumer Markets

Grace Sumera
24 September 2010

3. The following are major information
sources to which consumers turn to
EXCEPT

A. Experiential
B. Commercial
C. Public
D. External
E. Personal

Major Information Sources

Personal

Commercial

Public

Experiential

Major Information Sources
Personal • Family, friends, neighbors
Sources • Most influential source of information

Commercial • Advertising, Sales people
Sources • Most prevalent source of information

Public • Mass media
Sources • Consumer rating groups

Experiential • Handling, examining & using the
Sources product or service

4. Buyer’s decisions are influenced by
personal characteristics EXCEPT

A. Nationality
B. Age & Stage in the Life Cycle
C. Occupation & Economic Circumstances
D. Personality
E. Lifestyle

Personal Factors

Age
Life cycle Self-
stage concept

Lifestyle
Occupation

Wealth Values

Personality

Nationality is a Cultural
Factor!
S
U
Nationalities
B
C
U Religions
L
T Racial groups
U
R Geographic regions
E
S

9. A Filipina who recently postponed
her trip to HK was influenced by this
type of risk

A. Psychological Risk
B. Physical Risk
C. Financial Risk
D. Social Risk
E. All of the above

Perceived Risks

A consumer’s decision
to modify, postpone, Functional
or avoid a purchase is Time
heavily influenced by
perceived risks.
Psychological Physical

Social Financial

Perceived Risks
Due to the recent hostage incident, Filipinos may cancel their
trip to HK because of perceived risks:
1. Functional Risk – the product may not perform up to
expectations
2. Physical Risk – the product poses a threat to the physical well-
being of the user/others
3. Financial Risk – the product is not worth the price paid
4. Social Risk – the product results in embarrassment from others
5. Psychological Risk – the product affects the mental well-being
of the user
6. Time Risk – wasted time in finding a new product in case of
product failure


Chapter 8: Identifying Market
Segments and Targets

Allan Ray C. Enriquez
September 24, 2010

Question

3. Target markets are the
following except:
A. Segments
B. Groups
C. Niches
D. Local Areas
E. Individuals

Concept
There are four levels of
Micromarketing

Segments Niches

Local areas Individuals

Four levels of Micromarketing

Segments Niches

As Kotler defined, there
are four (4) levels
of marketing.

Explanation of Concept

Answer

3. Target markets are the
following except:
A. Segments
B. Groups
C. Niches
D. Local Areas
E. Individuals

Question
9. Colgate’s strategy of including sensitive
teeth consumers in their market is a way of
.

A. Differnetiated marketing
B. Innovative marketing
C. Niche marketing
D. Mass marketing
E. Blue ocean strategy

Markets can be targeted at four
(4) levels: segments, niches, local
areas and individuals.
Segments: large and identifiable
groups Segments Niches
Niche: more narrowly defined group
with distinctive mix of benefits
Local area: local customer groups
(i.e. neighborhoods, individual
stores)
Individuals: particular customers
with their customized needs and
wants.


Sensodyne has been known for its
toothpaste customized for sensitive
teeth until Colgate released its
product this year.*

Colgate, being a
toothpaste company,
added its product,
Sensitive Pro-Relief to
well understand its
customers’ needs.

Source: http://www.123jump.com/market-
update/Colgate-Palmolive-Q4-Earnings-Call-
Transcript/36333/21


Original answer
9. Colgate’s strategy of including sensitive
teeth consumers in their market is a way of
.

A. Differnetiated marketing
B. Innovative marketing
C. Niche marketing
D. Mass marketing
E. Blue ocean strategy

Same Answer to a Professor-Revised Question
9. Colgate’s strategy of including
sensitive teeth consumers in their
market is a way of .
A. Local marketing
B. Hypermarketing
C. Megamarketing
D. Mass marketing
E. Niche marketing


Chapter 10: Crafting the
Brand Positioning

Lesley Ardelle P. Espiritu
September 3, 2010

1. Points-of-difference (PODs) are attributes or
benefits consumers strongly associate with a
brand, positively evaluate, and believe could not
find to the same extent with a ______________
brand.

A. Similar
B. Competitive
C. Collaborative
D. Leading
E. Winning

Defining Associations
Points-of-Difference Points-of-Parity
(PODs) (POPs)

Attributes or benefits •Associations that are not
consumers strongly necessarily unique to the
associate with a brand, brand but may be shared
positively evaluate, and with other brands.
believe they could not find
to the same extent with a
competitive brand.

PODs are attributes that set-apart a
brand from its rival brand
Points-of-Difference Points-of-Parity
(PODs) (POPs)

Attributes or benefits •Associations that are not
consumers strongly necessarily unique to the
associate with a brand, brand but may be shared
positively evaluate, and with other brands.
believe they could not find
to the same extent with a
competitive brand.


Chapter 16: Managing
Retailing, Wholesaling and
Logistics

Mary Rose R. Mendoza
September 23, 2010
Marketing Management Class
Prof. Remigio Joseph De Ungria

1. The following are major types
of retailer except _____________.

a) Discount store
b) Wholesale store
c) Catalog showroom
d) Virtual store
e) Hypermarket

Specialty Store Convenience Store

Department Store Discount Store

Supermarket Off-price Retailer

Superstore Catalog Showroom

 A “wholesaler” sells to
those buying for resale or
business use;
 Brokers and agents are
wholesalers who mediate
between buyer and seller of
securities;

1. The following are major types
of retailer except _____________.

a) Discount store
b) Department store
c) Catalog showroom
d) Supermarket
e) Brokers and agents

8. Which of the following is
true about private labels?
a. These are unbranded, plainly packaged, less expensive
versions of common products.
b. Private labels are usually sold at a higher price due to higher
costs on advertising, sales promotion and distribution.
c. Private labels require much investment on R&D to bring out
new brands, line extensions, and features.
d. Are also called reseller, store, house or distributor brand
developed by retailers and wholesalers.
e. all of the above

PRIVATE LABEL VS.
NATIONAL BRANDS
 PRIVATE LABEL
 Developed by

retailers/wholesalers
 Shelf space advantage  NATIONAL BRANDS
 Lower price  Significant

investments on R&D
 Investments on
“pull” advertising
programs

What’s on the LABEL?
lower price due to
lower costs of
 Own brands developed by Wal production,
advertising, sales
Mart & Tesco are known as
promotion &
private labels.
distribution.

 Huge market advantage
over national brands
considering shelf-space and
price.

8. Which of the following is true
about private labels?

a. These are unbranded, plainly packaged, less expensive
versions of common products.
b. Private labels are usually sold at a higher price due to higher
costs on advertising, sales promotion and distribution.
c. Private labels require much investment on R&D to bring out
new brands, line extensions, and features.
d. These are also called reseller, store, house or distributor
brand developed by retailers or wholesalers.
e. all of the above


Chapter 20: Introducing New
Market Offerings

Rosalia R. Reyes
September 23, 2010


leareyes.blogspot.com

1. The following are categories of
new-product except _____________.

a) New-to-the-world
b) New product lines
c) Cost Reduction
d) Repositioning
e) None of the Above


New-to-the-world Improvements

New product lines Repositionings

Additions Cost reductions

3

1. The following are categories of
new-product except __________.

a) New-to-the-world
b) New-product line
c) Additions
d) Improvements
e) Technology-driven
f) Repositionings
g) Cost reductions



(Chapter #11
Dealing with Competition)

Maritess Velez
September 24, 2010

http://maritessvelez.blogspot.com/

8. ____ is a percentage of customers
who named the competitor in
responding to the statement “Name the
company from which you would prefer
to buy the product”
a. Share of Market
b. Share of Mind
c. Share of Heart
d. Share of Preference
e. Share of Wallet


Share of Market
- The percentage of the total sales of a given type of
product or service that are attributable to a given
company
Share of Mind
- The percentage of customers who named the
competitors in responding statement “Name the first
company that comes to mind in this industry”
Share of Heart
- The percentage of customers who named the competitor in
responding to the statement “Name the company from
which you would prefer to buy the product”


8. ____ is a percentage of customers
who named the competitor in
responding to the statement “Name the
company from which you would prefer
to buy the product”
a. Share of Market
b. Share of Mind
c. Share of Heart
d. All of the above


9. ____ duplicates the leader’s product
and packages and sells it on the black
market or through disreputable dealers

a. Cloner
b. Imitator
c. Adapter
d. Counterfeiter
e. Duplicator


Cloner
- Emulates the leader’s products, name and packaging
with slight variations
Imitator
- Copies some things from the leader but maintains
differentiation in terms of packaging, advertising, pricing
or location
Adapter
- Takes the leader’s products and adapts or improves them
Counterfeiter
- Duplicates the leader’s product and packages and sells it
on the black market or though disreputable dealers


9. ____ duplicates the leader’s product
and packages and sells it on the black
market or through disreputable dealers

a. Cloner
b. Imitator
c. Adapter
d. Counterfeiter
e. Duplicator (was not part of original
choices submitted by student; added
by professor to increase difficulty)

Samples of Inferior
Questions and Answers

Avoid these errors!


Chapter 19： Managing
Personal Communications
September 24, 2010

1. Which is the use of consumer-direct(CD) channels
to reach and deliver goods and services to customers
without using marketing middlemen.

A. Interactive marketing
B. Direct marketing
C. Direct to consumer marketing
D. All of above
E. None of above

Direct marketing is the use of
consumer-direct(CD) channels to reach
and deliver goods and services to
customers without using marketing
middlemen. Concept explanation
Is the same
As the question!
This does not add value
To the learning experience

1. Which is the use of consumer-direct(CD) channels
to reach and deliver goods and services to customers
without using marketing middlemen.

A. Interactive marketing
B. Direct marketing
C. Both of above
D. None of above Original question submitted
by student had only 4 choices.
Easy to guess the correct
Answer if this was used.

TOP 10 Learning
Questions for

Defining Marketing for
the 21’st Century
September 3,2010

1. Marketing is a set of process for creating,
communicating and delivering ____ to
customers.

A. Goods
B. Services
C. Value
D. Goods and Services
E. Information

Answer :
No concept
and no concept explanation.
Went straight to the
Answer.

(B) Value

Questionnaire Do’s and
Don’ts

 Ensure questions are  Avoid negatives
free of bias  Avoid hypotheticals
 Make questions simple  Avoid words that could be
 Make questions specific misheard
Use response bands
Avoid jargon


 Use mutually exclusive
 Avoid sophisticated categories
words
 Allow for “other” in fixed
 Avoid ambiguous words response questions

Questionnaires

 It does not specify if the income is
annual, weekly, daily, etc.

8. Why should the following question
not be included in a questionnaire?
What is your income?

A. It is not free of bias.
B. It uses jargon.
C. It is ambiguous.
D. It is not simple. Not a good question s
Since Choice (a) can
E. None of the above. Also be a correct answer here.

CHAPTER 14:
DEVELOPING PRICING
STRATEGIES AND
PROGRAMS

10 Questions from
Chapter 14


4. A behavior wherein a
consumer prefers to buy an
Armani shirt at $275 over a GAP
shirt which costs $14.90 is an
example of:
oReference Price
oPrice-quality inferences
oPrice Cues
Did not:
1. Use Downloadable oPrice endings
template
2. Put letters on
the choices

Consumer pricing psychology 
how consumers arrive at
their perceptions of price, the
marketers must think of:
a. Reference price: consumers get pricing information from
internal reference price (used as habitual decision making) or
external reference price (used as limited decision making and
extended decision making)

b. Price-quality inferences: many consumers use price as an
indicator of quality. Image pricing is effective with ego-
sensitive products. E.g perfumes, designer clothes

c. Price cues: consumers tend to process prices in a “left to right”
manner rather than by rounding e.g. stereo amplifier priced at
299 instead $300 as a price in the $200 range rather than $300
range
Did not:
1. Use Downloadable
d. Price endings: Prices that end with 0 and 5 are easier for
template
consumers to remember
2. Follow 7 x 7 principle
• Could have used more
than 1 slide

While reading a newspaper, Wendy a frequent traveller
noticed the Cebu Pacific zero-fare ad, but never noticed the
free trial session ad of Marie France. This is an example of:

a. Selective Attention
b. Selective Distortion
c. Selective Retention
d. Selective Opinion (original choice was
changed to “Selective Awareness” to
make choices harder)
e. None of the above (added to make it 5
choices)
118

What is the highest need that a mobile phone
satisfies in the Filipino consumer

a. Psychological
b. Safety
c. Social
d. Self-Esteem
e. Physiological

119

Kotler Concept:
Maslow’s Hierarchy of Needs

This is Kotler’s exact
Slide from the book.
May face copyright
Or “plaigiarism” issues.
Create your own
Diagram while
Following
Power presentation
Principles.

Mobile phone is a relevant product to Filipino
consumer because it satisfies their _____ needs.

a. Psychological
b. Safety
c. Social
d. Esteem

121

Summary

1. Appreciate Why
2. Learn How
4. Avoid “What Not” Samples
5. Learn by Doing

LEARNING by
COACHING
Become a better student
by thinking like a
Vcoach marketing
professor
Feb. 2013 edition

Learning by Coaching for Marketing Concept Mastery 2013

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