20 Improved Questions on the  22 Chapter Assignment Louie Mark Quizon April 29, 2011 http://louiemarkquizon.blogspot.com
Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product ...
Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Infl...
Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis ...
Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Adv...
Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product ...
TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st  Century Ria Abendan/Louie Mark Quizon April 201...
8. Which is true about new consumer capabilities? <ul><li>Consumers now have an amplified voice to influence public opinio...
8. Consumers and businesses now have a whole new set of capabilities because of the digital revolution. For consumers, whi...
New Consumer Capabilities Substantial increase in buying power Greater variety of available goods & services Great amount ...
8. Consumers and businesses now have a whole new set of capabilities because of the digital revolution. For consumers, whi...
Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product ...
10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada/Louie Mark Quizon April 15, 20...
<ul><li>Market penetration strategy </li></ul><ul><li>Product development strategy </li></ul><ul><li>Market development st...
<ul><li>Current Products; Current Markets </li></ul><ul><li>New Markets; Current Products </li></ul><ul><li>New Products; ...
Ansoff’s Product – Market Expansion Grid 41/73 Market-penetration strategy Product-development strategy Market-development...
Gain market share with current products in the current market <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>4...
Develop new products of potential interest to the current markets <ul><li>Ansoff’s Product – Market Expansion Grid </li></...
Develop new markets for the current products <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>44/73 Market-penet...
Develop new products to the new markets <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>45/73 Market-penetratio...
Examples 46/73 Question 7: Macbook Pro Iphone Ipad Ipod http://louiemarkquizon.blogspot.com
<ul><li>Current Products; Current Markets </li></ul><ul><li>New Markets; Current Products </li></ul><ul><li>New Products; ...
Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product ...
TOP 10 Learning Questions for (Chapter 2 Developing Marketing Strategies and Plans) Sue Ann Silubrico/Louie Mark Quizon Ap...
9.  Starbucks partnered with PepsiCo Inc. to  produce  a bottled version of Starbucks Frappuccino which Marketing alliance...
9.  The co-production agreement between ABS-CBN and Solar TV to air NBA games on Studio 23 and ABS-CBN Channel 2 is an exa...
What are Marketing Alliances? 47 Product or Services Alliances Promotional Alliances Logistics Alliances Pricing Collabora...
Products and Services Alliances: License other company to produce its products <ul><li>Starbucks is extending its brand.  ...
9.  The co-production agreement between ABS-CBN and Solar TV to air NBA games on Studio 23 and ABS-CBN Channel 2 is an exa...
Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product ...
TOP 10 Learning Questions  Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana/Louie Mark Qui...
1. Marketing Information System (MIS) consists of the following except:  <ul><li>People </li></ul><ul><li>Equipment </li><...
1.  Marketing Information Systems  (MIS) consists of _______, ________ and ________ to gather, sort, analyze, evaluate and...
Marketing Information System (MIS) <ul><li>Consists of  people, equipment and procedures  to gather, sort, analyze, evalua...
1.  Marketing Information System  s (MIS) consists of _______, ________ and ________ to gather, sort, analyze, evaluate an...
Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product ...
TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani/Louie Mark Quiz...
#7: In ___ , the population is divided into mutually exclusive groups and random samples are drawn from each group. <ul><l...
#7: ________ is a type of Probability Sample wherein the population is divided into mutually exclusive groups and random s...
Concept: What are the types of samples in order to generate primary data? <ul><li>Probability Samples </li></ul><ul><ul><l...
In simple random sample, every  unit from the frame has an equal chance of being selected! http://louiemarkquizon.blogspot...
Cluster sampling:  Population is divided into several “clusters,” each representative of the population. A  common applica...
In stratified random sample, the population is divided into mutually exclusive groups and random samples are drawn from ea...
#7: ________ is a type of Probability Sample wherein the population is divided into mutually exclusive groups and random s...
Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Infl...
TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5  Joan Soliven/Louie Mark Quizon Apr...
6. Terminating low-profit customers and focusing more effort on high profit customers are one of the ways of increasing __...
6. Terminating low-profit customers and focusing more effort on high profit customers are one of the ways of increasing __...
6. Terminating low-profit customers and focusing more effort on high profit customers are one of the ways of increasing __...
6. Increasing Value of  Customer Base by: <ul><li>Reduce the rate of defection  </li></ul><ul><li>Increase longevity  of r...
6. Increasing Value of  Customer Base by: <ul><li>Terminate low-profit customers =  </li></ul><ul><li>Enhance ”share of wa...
6. Terminating low-profit customers and focusing more effort on high profit customers are one of the ways of increasing __...
Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Infl...
TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon/Louie Mark Quizon  15 April 2011 http...
1. What three factors influence consumer behavior?  <ul><li>A. Educational, Emotional, Cultural </li></ul><ul><li>B. Physi...
1. What three factors influence consumer behavior?  <ul><li>Cultural, social, psychological </li></ul><ul><li>Cultural, so...
Factors Influencing Consumer Behavior <ul><li>Three Factors: </li></ul>Cultural Social   Personal Concept 1: http://louiem...
Factors Influencing Consumer Behavior <ul><li>These factors affect consumer behavior: </li></ul>Cultural Social   Personal...
1. What three factors influence consumer behavior?  <ul><li>Cultural, social, psychological </li></ul><ul><li>Cultural, so...
Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Infl...
Chapter 8 Identifying Market Segments &Targets Sheilanor C. Turingan/Louie Mark Quizon April 14, 2011 TOP 10 Learning Ques...
7. Brand Loyalty is an example of <ul><li>Demographic Segmentation </li></ul><ul><li>Psychographic Segmentation </li></ul>...
7. Assessing Brand Loyalty is under what type of segmentation? <ul><li>Demographic </li></ul><ul><li>Psychographic </li></...
Identifying Behavioral Variables BEHAVIORAL SEGMENTATION  Occasions Benefits User status Usage rate Buyer-readiness Loyalt...
Behavioral Segmentation Assessing Brand Loyalty Hard-core Loyals -  can help identify strengths Split Loyals –can help  id...
7. Assessing Brand Loyalty is under what type of segmentation? <ul><li>Demographic </li></ul><ul><li>Psychographic </li></...
Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Infl...
TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan/Louie Mark Quizon April 2011 http://louiemarkquizon.b...
6. The APPLE logo is a sample of what Brand Element Choice Criteria?  <ul><li>Transferable </li></ul><ul><li>Adaptable </l...
6. The “San Miguel” Brand Element, which is used by San Miguel Corp. in many of their products in the beverage category, a...
Brand Element Choice Criteria Guidelines in choosing your brand element <ul><li>Transferable </li></ul><ul><ul><li>Can int...
The transferable criteria is a brand element being able to be used on several product lines <ul><li>Transferable </li></ul...
6. The “San Miguel” Brand Element, which is used by San Miguel Corp. in many of their products in the beverage category, a...
Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Infl...
TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray/Louie Mark Quizon April 15, 2011 htt...
10. The market evolves in 4 stages. Which of the following is not a stage of market evolution?  <ul><li>Growth </li></ul><...
10. The market evolves in 4 stages. What is the correct sequence of the evolution? <ul><li>Introduction-Growth-Maturity-De...
How the market evolves… Concept 10: Market Evolution Stages  Stage 1: EMERGENCE Stage 2: GROWTH Stage 3: MATURITY Stage 4:...
10. The market evolves in 4 stages. What is the correct sequence of the evolution? <ul><li>Introduction-Growth-Maturity-De...
Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis ...
TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao/Louie Mark Quizon April 2011 http://l...
4. Switching cost is an example barrier to entry of  <ul><li>Supplier Power </li></ul><ul><li>Threat of new entrants </li>...
4. “Switching Cost” is a factor to consider on what competitive force? <ul><li>Threat of new entrants </li></ul><ul><li>Bu...
What determines market segment? Michael Porter’s Five Forces  http://louiemarkquizon.blogspot.com
“ Supplier Power” refers to market of inputs <ul><li>Factors affecting supply power: </li></ul><ul><ul><li>Supplier Concen...
“ Threat of new entrants” refers to the  threat existing competitors face upon new competitors <ul><li>Barriers to entry: ...
“ Buyer Power” refers to customer’s price sensitivity and negotiating power <ul><li>Factors affecting buyer power: </li></...
4. “Switching Cost” is a factor to consider on what competitive force? <ul><li>Threat of new entrants </li></ul><ul><li>Bu...
Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis ...
TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor/Louie Mark Quizon April 14, 2011 A Downloadable Te...
8 . Product Line Analysis allows companies classify products into 4 types that yields different gross margin.  Which of th...
<ul><li>In analyzing product line, marketer should know sales and profits  of each item to know what to build, maintain, h...
<ul><li>Core products  viewed as undifferentiated commodities, are heavily promoted but with low margins </li></ul><ul><li...
Concept 7: Increase Sales %  thru Product Line Analysis http://louiemarkquizon.blogspot.com
Concept 7: Increase Sales %  thru Product Line Analysis Core Product Specialties Staples Convenience Items <ul><li>Classif...
Concept 7: Increase Sales %  thru Product Line Analysis Core Product <ul><li>Laptops computers  </li></ul><ul><ul><li>heav...
Concept 7: Increase Sales %  thru Product Line Analysis Staples <ul><li>Lower sales volume and no promotion. </li></ul><ul...
Concept 7: Increase Sales %  thru Product Line Analysis Specialties <ul><li>Lower sales volume but highly promoted </li></...
Concept 7: Increase Sales %  thru Product Line Analysis Convenience Items <ul><li>High sales volume but less promoted </li...
<ul><li>Core products  viewed as undifferentiated commodities, are heavily promoted but with low margins </li></ul><ul><li...
Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis ...
TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao/Louie Mark Quizon April 2011 h...
4. Which of the following is a characteristic of a service? 4 <ul><li>Adaptability </li></ul><ul><li>Flexibility </li></ul...
4. Which of the following is not a characteristic of a service? 4 <ul><li>Adaptability </li></ul><ul><li>Intangibility </l...
Characteristics of Services 6 Intangibility Inseparability Variability Perishability http://louiemarkquizon.blogspot.com
Perishability: Characteristic of a service 6 One of the other major characteristics of service is that they cannot be stor...
4. Which of the following is not a characteristic of a service? 4 <ul><li>Adaptability </li></ul><ul><li>Intangibility </l...
Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis ...
TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/Louie Mark Quizon April 15, 2011 h...
2. An installment payment plan is an example of consumer price perceptions via which key point? <ul><li>References Prices ...
2. The consumer’s perception of the “99 Peso Store” is an example of consumer psychology and pricing via which key point? ...
Prices with rightmost numbers “9” or an odd number are deemed to be a BARGAIN From Philip Kotler’s, Marketing Management, ...
From Philip Kotler’s, Marketing Management, 13 th  Edition Moreover, products tagged with prices with rightmost numbers “....
2. The consumer’s perception of the “99 Peso Store” is an example of consumer psychology and pricing via which key point? ...
Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis ...
TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales/Louie ...
In Logistics, what are the marketing decisions that have to be considered? <ul><li>Procurement, Warehousing, Transportatio...
The following are the major decisions that must be made with regard to  Market Logistics  except: <ul><li>Order processing...
Marketing Decisions in Logistics <ul><li>How should orders be handled? </li></ul><ul><li>(Order Processing) </li></ul><ul>...
The following are the major decisions that must be made with regard to  Market Logistics  except: <ul><li>Order processing...
Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Adv...
  Chapter 17 Designing and Managing Integrated Marketing Yang Zhao/Louie Mark Quizon April. 2011 TOP 10 Learning Question ...
6. In percentage-of-sale Method, what kind of condition NOT being to considered? <ul><li>Completely Ignores the role of pr...
6. “Promotion expenditures will vary with what the company  can afford”, is an advantage of what method of deciding on the...
Percentage-of-Sales Method <ul><li>Supporters of the percentage-of-sales method see a number of advantages.  First , Promo...
Total Marketing Communication target <ul><li>A.  Affordable Method </li></ul><ul><li>Completely Ignores the role of promot...
6. “Promotion expenditures will vary with what the company  can afford”, is an advantage of what method of deciding on the...
Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Adv...
TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo/Louie Mark Quizon April 14, 2...
3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products? <ul><li>Inf...
3. What advertising objective aims to stimulate repeat purchase of products? <ul><li>Repeat advertising </li></ul><ul><li>...
Classification of advertising objectives according to their aim: http://louiemarkquizon.blogspot.com
Classification of advertising objectives according to their aim: http://louiemarkquizon.blogspot.com
3. What advertising objective aims to stimulate repeat purchase of products? <ul><li>Repeat advertising </li></ul><ul><li>...
Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Adv...
TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong/Louie Mark Quizon April 2011 http://louiemarkq...
3. All will require higher advertising budget except for . . . <ul><li>Intense competition and clutter </li></ul><ul><li>F...
3. Your company will require a higher advertising budget except when it has… <ul><li>Intense competition and clutter </li>...
In setting your advertising budget… Reference: Philip Kotler’s Marketing Management, 13 th  edition http://louiemarkquizon...
Remember CAMPS! Reference: Philip Kotler’s Marketing Management, 13 th  edition http://louiemarkquizon.blogspot.com
Higher competition  = Higher budget requirements C ompetition Advertising Budget http://louiemarkquizon.blogspot.com
Higher advertising frequency = Higher budget requirements A dvertising  Frequency Advertising Budget http://louiemarkquizo...
Higher market share  = Lower budget requirements M arket Share Advertising Budget http://louiemarkquizon.blogspot.com
Higher product substitutability = Higher budget requirements P roduct  Substitutability Advertising Budget http://louiemar...
Earlier stage in PLC = Higher budget requirements P roduct  Life Cycle Advertising Budget http://louiemarkquizon.blogspot....
3. Your company will require a higher advertising budget except when it has… <ul><li>Intense competition and clutter </li>...
Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Adv...
TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L./Louie Mark Quizon April 14, 2011 http:...
10. Jollibee putting up stores in foreign markets like Singapore, Brunei, Hong Kong and the US. Is an example  of which mo...
10. Jollibee putting up stores in Singapore, Brunei, Hong Kong and the US is an example of which mode of entry to a foreig...
5 Modes Of Entry Into Foreign Markets Direct Exporting Licensing  Direct Investments Joint venture Indirect Exporting Leve...
Direct Investment <ul><li>DIRECT INVESTMENT - is the ultimate form of foreign involvement where there is a direct ownershi...
10. Jollibee putting up stores in Singapore, Brunei, Hong Kong and the US is an example of which mode of entry to a foreig...
Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Adv...
TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano/Lo...
9. Which of the following is False?  <ul><li>Step 1 is to  Identify functional expenses </li></ul><ul><li>Step 2 is to a s...
9. The following are STEPS for better Marketing Profitability Control/Analysis except:  <ul><li>Identify functional expens...
STEPS for better Marketing Profitability Control / Analysis Assign functional expenses to marketing entities Identify func...
Step 1: Identify functional expenses http://louiemarkquizon.blogspot.com Sales 60 Cost of goods sold 39 Gross Margin 21 Ex...
Step 2: Assign functional expenses to marketing entities http://louiemarkquizon.blogspot.com Natural Accounts Total Sellin...
Step 2: take note of the totals of each marketing entities  http://louiemarkquizon.blogspot.com Natural Accounts Total Sel...
Step 3: Prepare a profit-and-loss statement for each marketing entity http://louiemarkquizon.blogspot.com Channel Type Sel...
Step 3: Use the totals derived in step 2 http://louiemarkquizon.blogspot.com Channel Type Selling Advertising Packing & De...
Step 3 will derive an amount PER Marketing Expense (channel type) http://louiemarkquizon.blogspot.com Channel Type Selling...
The amounts derived will now be used for analysis per department http://louiemarkquizon.blogspot.com Hardware Garden Suppl...
it will show which department results to net loss http://louiemarkquizon.blogspot.com Hardware Garden Supply Dept. Stores ...
9. The following are STEPS for better Marketing Profitability Control/Analysis except:  <ul><li>Identify functional expens...
Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product ...
Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Infl...
Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis ...
Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Adv...
20 Improved Questions on the  22 Chapter Assignment Louie Mark Quizon April 29, 2011 http://louiemarkquizon.blogspot.com
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20 Improved Questions on the 22 Chapter Assignment

  1. 1. 20 Improved Questions on the 22 Chapter Assignment Louie Mark Quizon April 29, 2011 http://louiemarkquizon.blogspot.com
  2. 2. Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product – Market Expansion Grid </li></ul><ul><li>Chapter 2: Marketing Alliances </li></ul><ul><li>Chapter 3: Marketing Information Systems </li></ul><ul><li>Chapter 4: Probability and Nonprobability Samples </li></ul>http://louiemarkquizon.blogspot.com
  3. 3. Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Influencing Consumer Behavior </li></ul><ul><li>Chapter 8: Behavioral Segmentation </li></ul><ul><li>Chapter 9: Brand Element Choice Criteria </li></ul><ul><li>Chapter 10: How the Market Evolves </li></ul>http://louiemarkquizon.blogspot.com
  4. 4. Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis </li></ul><ul><li>Chapter 13: Characteristics of Services </li></ul><ul><li>Chapter 14: Consumer Psychology and Pricing </li></ul><ul><li>Chapter 16: Market-Logistics Decisions </li></ul>http://louiemarkquizon.blogspot.com
  5. 5. Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Advertising Objectives </li></ul><ul><li>Chapter 18: Advertising Budget </li></ul><ul><li>Chapter 21: 5 Modes of Entry into Foreign Markets </li></ul><ul><li>Chapter 22: Steps for better Marketing Profitability Control/Analysis </li></ul>http://louiemarkquizon.blogspot.com
  6. 6. Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product – Market Expansion Grid </li></ul><ul><li>Chapter 2: Marketing Alliances </li></ul><ul><li>Chapter 3: Marketing Information Systems </li></ul><ul><li>Chapter 4: Probability and Nonprobability Samples </li></ul>http://louiemarkquizon.blogspot.com
  7. 7. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan/Louie Mark Quizon April 2011 http://louiemarkquizon.blogspot.com
  8. 8. 8. Which is true about new consumer capabilities? <ul><li>Consumers now have an amplified voice to influence public opinion. </li></ul><ul><li>Consumers now have greater access to information compared to before. </li></ul><ul><li>Consumers have gained a substantial increase in buying power. </li></ul><ul><li>All of the above. </li></ul><ul><li>None of the above. </li></ul>http://louiemarkquizon.blogspot.com Original
  9. 9. 8. Consumers and businesses now have a whole new set of capabilities because of the digital revolution. For consumers, which of the following is/are true: <ul><li>Amplified voice to influence public opinion </li></ul><ul><li>Greater access to information compared before </li></ul><ul><li>Substantial increase in buying power </li></ul><ul><li>A and C </li></ul><ul><li>All of the above </li></ul>http://louiemarkquizon.blogspot.com Improved
  10. 10. New Consumer Capabilities Substantial increase in buying power Greater variety of available goods & services Great amount of information Greater ease in interacting and placing & receiving orders Ability to compare notes on products & services Amplified voice to influence public opinion http://louiemarkquizon.blogspot.com
  11. 11. 8. Consumers and businesses now have a whole new set of capabilities because of the digital revolution. For consumers, which of the following is/are true: <ul><li>Amplified voice to influence public opinion </li></ul><ul><li>Greater access to information compared before </li></ul><ul><li>Substantial increase in buying power </li></ul><ul><li>A and C </li></ul><ul><li>All of the above </li></ul>http://louiemarkquizon.blogspot.com Improved
  12. 12. Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product – Market Expansion Grid </li></ul><ul><li>Chapter 2: Marketing Alliances </li></ul><ul><li>Chapter 3: Marketing Information Systems </li></ul><ul><li>Chapter 4: Probability and Nonprobability Samples </li></ul>http://louiemarkquizon.blogspot.com
  13. 13. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada/Louie Mark Quizon April 15, 2011 1/73 http://louiemarkquizon.blogspot.com
  14. 14. <ul><li>Market penetration strategy </li></ul><ul><li>Product development strategy </li></ul><ul><li>Market development strategy </li></ul><ul><li>Diversification strategy </li></ul><ul><li>None of the above </li></ul>7. According to Ansof’s product – market expansion grid, What kind of strategy that develops new markets for the current products? 47/73 http://louiemarkquizon.blogspot.com Original
  15. 15. <ul><li>Current Products; Current Markets </li></ul><ul><li>New Markets; Current Products </li></ul><ul><li>New Products; Current Markets </li></ul><ul><li>Current Products; New Markets </li></ul><ul><li>Current Markets; New Products </li></ul>7. According to Ansof’s product – market expansion grid, the Market Development Strategy develops ______ for the _______ 47/73 http://louiemarkquizon.blogspot.com Improved
  16. 16. Ansoff’s Product – Market Expansion Grid 41/73 Market-penetration strategy Product-development strategy Market-development strategy Diversification strategy Current Products New Products Current Markets New Markets Source: 13 th Edition, Marketing Management, Kotler & Keller http://louiemarkquizon.blogspot.com
  17. 17. Gain market share with current products in the current market <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>42/73 Market-penetration strategy Product-development strategy Market-development strategy Diversification strategy Current Products New Products Current Markets New Markets Question 7: Source: 13 th Edition, Marketing Management, Kotler & Keller http://louiemarkquizon.blogspot.com
  18. 18. Develop new products of potential interest to the current markets <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>43/73 Market-penetration strategy Product-development strategy Market-development strategy Diversification strategy Current Products New Products Current Markets New Markets Question 7: Source: 13 th Edition, Marketing Management, Kotler & Keller http://louiemarkquizon.blogspot.com
  19. 19. Develop new markets for the current products <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>44/73 Market-penetration strategy Product-development strategy Market-development strategy Diversification strategy Current Products New Products Current Markets New Markets Question 7: Source: 13 th Edition, Marketing Management, Kotler & Keller http://louiemarkquizon.blogspot.com
  20. 20. Develop new products to the new markets <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>45/73 Market-penetration strategy Product-development strategy Market-development strategy Diversification strategy Current Products New Products Current Markets New Markets Question 7: Source: 13 th Edition, Marketing Management, Kotler & Keller http://louiemarkquizon.blogspot.com
  21. 21. Examples 46/73 Question 7: Macbook Pro Iphone Ipad Ipod http://louiemarkquizon.blogspot.com
  22. 22. <ul><li>Current Products; Current Markets </li></ul><ul><li>New Markets; Current Products </li></ul><ul><li>New Products; Current Markets </li></ul><ul><li>Current Products; New Markets </li></ul><ul><li>Current Markets; New Products </li></ul>7. According to Ansof’s product – market expansion grid, the Market Development Strategy develops ______ for the _______ 47/73 http://louiemarkquizon.blogspot.com Improved
  23. 23. Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product – Market Expansion Grid </li></ul><ul><li>Chapter 2: Marketing Alliances </li></ul><ul><li>Chapter 3: Marketing Information Systems </li></ul><ul><li>Chapter 4: Probability and Nonprobability Samples </li></ul>http://louiemarkquizon.blogspot.com
  24. 24. TOP 10 Learning Questions for (Chapter 2 Developing Marketing Strategies and Plans) Sue Ann Silubrico/Louie Mark Quizon April 15, 2011 http://louiemarkquizon.blogspot.com
  25. 25. 9. Starbucks partnered with PepsiCo Inc. to produce a bottled version of Starbucks Frappuccino which Marketing alliances does starbucks falls under? <ul><ul><li>A. Product or services alliances </li></ul></ul><ul><ul><li>B. Promotional Alliances </li></ul></ul><ul><ul><li>C. Logistics Alliances </li></ul></ul><ul><ul><li>D. Pricing Alliances </li></ul></ul><ul><ul><li>E. Industry Alliances </li></ul></ul>49 Original http://louiemarkquizon.blogspot.com
  26. 26. 9. The co-production agreement between ABS-CBN and Solar TV to air NBA games on Studio 23 and ABS-CBN Channel 2 is an example of what Marketing Alliance? <ul><ul><li>A. Product or services </li></ul></ul><ul><ul><li>B. Promotional </li></ul></ul><ul><ul><li>C. Logistics </li></ul></ul><ul><ul><li>D. Pricing </li></ul></ul><ul><ul><li>E. Industry </li></ul></ul>49 Improved http://louiemarkquizon.blogspot.com
  27. 27. What are Marketing Alliances? 47 Product or Services Alliances Promotional Alliances Logistics Alliances Pricing Collaborations Reference : Philip Kotler’s Marketing Management 13 th Edition http://louiemarkquizon.blogspot.com
  28. 28. Products and Services Alliances: License other company to produce its products <ul><li>Starbucks is extending its brand. </li></ul><ul><li>Starbucks partnered with PepsiCo Inc. </li></ul><ul><li>To produce a bottled version of Starbucks Frappuccino. </li></ul>48 Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept http://louiemarkquizon.blogspot.com
  29. 29. 9. The co-production agreement between ABS-CBN and Solar TV to air NBA games on Studio 23 and ABS-CBN Channel 2 is an example of what Marketing Alliance? <ul><ul><li>A. Product or services </li></ul></ul><ul><ul><li>B. Promotional </li></ul></ul><ul><ul><li>C. Logistics </li></ul></ul><ul><ul><li>D. Pricing </li></ul></ul><ul><ul><li>E. Industry </li></ul></ul>49 Improved http://louiemarkquizon.blogspot.com
  30. 30. Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product – Market Expansion Grid </li></ul><ul><li>Chapter 2: Marketing Alliances </li></ul><ul><li>Chapter 3: Marketing Information Systems </li></ul><ul><li>Chapter 4: Probability and Nonprobability Samples </li></ul>http://louiemarkquizon.blogspot.com
  31. 31. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana/Louie Mark Quizon April 2011 http://louiemarkquizon.blogspot.com
  32. 32. 1. Marketing Information System (MIS) consists of the following except: <ul><li>People </li></ul><ul><li>Equipment </li></ul><ul><li>Information </li></ul><ul><li>Procedures </li></ul><ul><li>All of the above </li></ul>Original http://louiemarkquizon.blogspot.com
  33. 33. 1. Marketing Information Systems (MIS) consists of _______, ________ and ________ to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers. <ul><li>People, equipment and programs </li></ul><ul><li>Data, hardware and software </li></ul><ul><li>People, hardware and software </li></ul><ul><li>Data, equipment and network infrastructure </li></ul><ul><li>People, equipment and procedures </li></ul>Improved http://louiemarkquizon.blogspot.com
  34. 34. Marketing Information System (MIS) <ul><li>Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers. </li></ul>http://louiemarkquizon.blogspot.com
  35. 35. 1. Marketing Information System s (MIS) consists of _______, ________ and ________ to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers. <ul><li>People, equipment and programs </li></ul><ul><li>Data, hardware and software </li></ul><ul><li>People, hardware and software </li></ul><ul><li>Data, equipment and network infrastructure </li></ul><ul><li>People, equipment and procedures </li></ul>Improved http://louiemarkquizon.blogspot.com
  36. 36. Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product – Market Expansion Grid </li></ul><ul><li>Chapter 2: Marketing Alliances </li></ul><ul><li>Chapter 3: Marketing Information Systems </li></ul><ul><li>Chapter 4: Probability and Nonprobability Samples </li></ul>http://louiemarkquizon.blogspot.com
  37. 37. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani/Louie Mark Quizon 15th April ’2011 http://louiemarkquizon.blogspot.com
  38. 38. #7: In ___ , the population is divided into mutually exclusive groups and random samples are drawn from each group. <ul><li>A. Non probability sample </li></ul><ul><li>B. Simple random sample </li></ul><ul><li>C. Cluster sample </li></ul><ul><li>D. Both B and C </li></ul><ul><li>E. None of the above </li></ul>Original http://louiemarkquizon.blogspot.com
  39. 39. #7: ________ is a type of Probability Sample wherein the population is divided into mutually exclusive groups and random samples are drawn from each group. <ul><li>A. Simple random sample </li></ul><ul><li>B. Cluster sample </li></ul><ul><li>C. Stratified random sample </li></ul><ul><li>D. Convenience sample </li></ul><ul><li>E. Judgement Sample </li></ul>Improved http://louiemarkquizon.blogspot.com
  40. 40. Concept: What are the types of samples in order to generate primary data? <ul><li>Probability Samples </li></ul><ul><ul><li>Simple random </li></ul></ul><ul><ul><li>Stratified random </li></ul></ul><ul><ul><li>Cluster </li></ul></ul><ul><li>Nonprobability Samples </li></ul><ul><ul><li>Covenience </li></ul></ul><ul><ul><li>Judgement </li></ul></ul><ul><ul><li>Quota </li></ul></ul>http://louiemarkquizon.blogspot.com
  41. 41. In simple random sample, every unit from the frame has an equal chance of being selected! http://louiemarkquizon.blogspot.com
  42. 42. Cluster sampling: Population is divided into several “clusters,” each representative of the population. A common application of cluster sampling involves election exit polls, where certain election districts are selected and sampled http://louiemarkquizon.blogspot.com
  43. 43. In stratified random sample, the population is divided into mutually exclusive groups and random samples are drawn from each group This is a common technique when sampling population of voters, stratifying across racial or socio-economic lines. http://louiemarkquizon.blogspot.com
  44. 44. #7: ________ is a type of Probability Sample wherein the population is divided into mutually exclusive groups and random samples are drawn from each group. <ul><li>A. Simple random sample </li></ul><ul><li>B. Cluster sample </li></ul><ul><li>C. Stratified random sample </li></ul><ul><li>D. Convenience sample </li></ul><ul><li>E. Judgement Sample </li></ul>Improved http://louiemarkquizon.blogspot.com
  45. 45. Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Influencing Consumer Behavior </li></ul><ul><li>Chapter 8: Behavioral Segmentation </li></ul><ul><li>Chapter 9: Brand Element Choice Criteria </li></ul><ul><li>Chapter 10: How the Market Evolves </li></ul>http://louiemarkquizon.blogspot.com
  46. 46. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven/Louie Mark Quizon April 15, 2011 http://louiemarkquizon.blogspot.com
  47. 47. 6. Terminating low-profit customers and focusing more effort on high profit customers are one of the ways of increasing _________ <ul><li>Value of Product </li></ul><ul><li>Market segmentation </li></ul><ul><li>Market share </li></ul><ul><li>Value of Customer Base </li></ul><ul><li>Market Value </li></ul>Original http://louiemarkquizon.blogspot.com
  48. 48. 6. Terminating low-profit customers and focusing more effort on high profit customers are one of the ways of increasing _________ <ul><li>Value of Product </li></ul><ul><li>Market segmentation </li></ul><ul><li>Market share </li></ul><ul><li>Value of Customer Base </li></ul><ul><li>Market Value </li></ul>Original http://louiemarkquizon.blogspot.com
  49. 49. 6. Terminating low-profit customers and focusing more effort on high profit customers are one of the ways of increasing _________ <ul><li>Value of Market Base </li></ul><ul><li>Value of Consumer Base </li></ul><ul><li>Value of Customer Base </li></ul><ul><li>Value of Client Base </li></ul><ul><li>Value of Buyer Base </li></ul>Improved http://louiemarkquizon.blogspot.com
  50. 50. 6. Increasing Value of Customer Base by: <ul><li>Reduce the rate of defection </li></ul><ul><li>Increase longevity of relationship </li></ul><ul><li>Enhance ”share of wallet” </li></ul><ul><li>Terminate low-profit customers </li></ul><ul><li>Focus more effort on high profit customers </li></ul>Source: Marketing Management 13 th Edition by Philip Kotler http://louiemarkquizon.blogspot.com
  51. 51. 6. Increasing Value of Customer Base by: <ul><li>Terminate low-profit customers = </li></ul><ul><li>Enhance ”share of wallet” = </li></ul>Encourage to buy more or terminate them Increase sales by providing new offerings An opportunities. Source: Marketing Management 13 th Edition by Philip Kotler http://louiemarkquizon.blogspot.com
  52. 52. 6. Terminating low-profit customers and focusing more effort on high profit customers are one of the ways of increasing _________ <ul><li>Value of Market Base </li></ul><ul><li>Value of Consumer Base </li></ul><ul><li>Value of Customer Base </li></ul><ul><li>Value of Client Base </li></ul><ul><li>Value of Buyer Base </li></ul>Improved http://louiemarkquizon.blogspot.com
  53. 53. Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Influencing Consumer Behavior </li></ul><ul><li>Chapter 8: Behavioral Segmentation </li></ul><ul><li>Chapter 9: Brand Element Choice Criteria </li></ul><ul><li>Chapter 10: How the Market Evolves </li></ul>http://louiemarkquizon.blogspot.com
  54. 54. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon/Louie Mark Quizon 15 April 2011 http://louiemarkquizon.blogspot.com
  55. 55. 1. What three factors influence consumer behavior? <ul><li>A. Educational, Emotional, Cultural </li></ul><ul><li>B. Physical, Emotional, Cultural </li></ul><ul><li>C. Cultural, Personal, Physical </li></ul><ul><li>D. Cultural, Social, Personal </li></ul><ul><li>E. None of the Above </li></ul>Original http://louiemarkquizon.blogspot.com
  56. 56. 1. What three factors influence consumer behavior? <ul><li>Cultural, social, psychological </li></ul><ul><li>Cultural, social, political </li></ul><ul><li>Cultural, social, physical </li></ul><ul><li>Cultural, social, personal </li></ul><ul><li>None of the above </li></ul>Improved http://louiemarkquizon.blogspot.com
  57. 57. Factors Influencing Consumer Behavior <ul><li>Three Factors: </li></ul>Cultural Social Personal Concept 1: http://louiemarkquizon.blogspot.com
  58. 58. Factors Influencing Consumer Behavior <ul><li>These factors affect consumer behavior: </li></ul>Cultural Social Personal Concept 1: http://louiemarkquizon.blogspot.com
  59. 59. 1. What three factors influence consumer behavior? <ul><li>Cultural, social, psychological </li></ul><ul><li>Cultural, social, political </li></ul><ul><li>Cultural, social, physical </li></ul><ul><li>Cultural, social, personal </li></ul><ul><li>None of the above </li></ul>Improved http://louiemarkquizon.blogspot.com
  60. 60. Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Influencing Consumer Behavior </li></ul><ul><li>Chapter 8: Behavioral Segmentation </li></ul><ul><li>Chapter 9: Brand Element Choice Criteria </li></ul><ul><li>Chapter 10: How the Market Evolves </li></ul>http://louiemarkquizon.blogspot.com
  61. 61. Chapter 8 Identifying Market Segments &Targets Sheilanor C. Turingan/Louie Mark Quizon April 14, 2011 TOP 10 Learning Questions for http://louiemarkquizon.blogspot.com
  62. 62. 7. Brand Loyalty is an example of <ul><li>Demographic Segmentation </li></ul><ul><li>Psychographic Segmentation </li></ul><ul><li>Behavioral Segmentation </li></ul><ul><li>Geographic Segmentation </li></ul><ul><li>Regional Segmentation </li></ul><ul><li>Individual Segmentation </li></ul>Original http://louiemarkquizon.blogspot.com
  63. 63. 7. Assessing Brand Loyalty is under what type of segmentation? <ul><li>Demographic </li></ul><ul><li>Psychographic </li></ul><ul><li>Geographic </li></ul><ul><li>Behavioral </li></ul><ul><li>Individual </li></ul>Improved http://louiemarkquizon.blogspot.com
  64. 64. Identifying Behavioral Variables BEHAVIORAL SEGMENTATION Occasions Benefits User status Usage rate Buyer-readiness Loyalty Status Attitude http://louiemarkquizon.blogspot.com
  65. 65. Behavioral Segmentation Assessing Brand Loyalty Hard-core Loyals - can help identify strengths Split Loyals –can help identify competitors Shifting Loyals – can help identify weaknesses Switchers – can help correct weaknesses http://louiemarkquizon.blogspot.com
  66. 66. 7. Assessing Brand Loyalty is under what type of segmentation? <ul><li>Demographic </li></ul><ul><li>Psychographic </li></ul><ul><li>Geographic </li></ul><ul><li>Behavioral </li></ul><ul><li>Individual </li></ul>Improved http://louiemarkquizon.blogspot.com
  67. 67. Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Influencing Consumer Behavior </li></ul><ul><li>Chapter 8: Behavioral Segmentation </li></ul><ul><li>Chapter 9: Brand Element Choice Criteria </li></ul><ul><li>Chapter 10: How the Market Evolves </li></ul>http://louiemarkquizon.blogspot.com
  68. 68. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan/Louie Mark Quizon April 2011 http://louiemarkquizon.blogspot.com
  69. 69. 6. The APPLE logo is a sample of what Brand Element Choice Criteria? <ul><li>Transferable </li></ul><ul><li>Adaptable </li></ul><ul><li>Protectible </li></ul><ul><li>Updatable </li></ul><ul><li>Recognizable </li></ul>Original http://louiemarkquizon.blogspot.com
  70. 70. 6. The “San Miguel” Brand Element, which is used by San Miguel Corp. in many of their products in the beverage category, as well as in other products in different categories such as properties, is an example of what Brand Element Choice Criteria? <ul><li>Transferable </li></ul><ul><li>Adaptable </li></ul><ul><li>Protectible </li></ul><ul><li>Updatable </li></ul><ul><li>Recognizable </li></ul>Improved http://louiemarkquizon.blogspot.com
  71. 71. Brand Element Choice Criteria Guidelines in choosing your brand element <ul><li>Transferable </li></ul><ul><ul><li>Can introduce several products (same/different category) </li></ul></ul><ul><li>Adaptable </li></ul><ul><ul><li>Adaptability and updatability </li></ul></ul><ul><li>Protectible </li></ul><ul><ul><li>Legally and competitively (trademark rights, individuality) </li></ul></ul>From Philip Kotler’s, Marketing Management, 13 th ed. http://louiemarkquizon.blogspot.com
  72. 72. The transferable criteria is a brand element being able to be used on several product lines <ul><li>Transferable </li></ul><ul><ul><li>Can introduce several products (same/different category) </li></ul></ul>From Philip Kotler’s, Marketing Management, 13 th ed. The single Apple logo is able to introduce several product lines: iPhone, iPod, Mac, iPad http://louiemarkquizon.blogspot.com
  73. 73. 6. The “San Miguel” Brand Element, which is used by San Miguel Corp. in many of their products in the beverage category, as well as in other products in different categories such as properties, is an example of what Brand Element Choice Criteria? <ul><li>Transferable </li></ul><ul><li>Adaptable </li></ul><ul><li>Protectible </li></ul><ul><li>Updatable </li></ul><ul><li>Recognizable </li></ul>Improved http://louiemarkquizon.blogspot.com
  74. 74. Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Influencing Consumer Behavior </li></ul><ul><li>Chapter 8: Behavioral Segmentation </li></ul><ul><li>Chapter 9: Brand Element Choice Criteria </li></ul><ul><li>Chapter 10: How the Market Evolves </li></ul>http://louiemarkquizon.blogspot.com
  75. 75. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray/Louie Mark Quizon April 15, 2011 http://louiemarkquizon.blogspot.com
  76. 76. 10. The market evolves in 4 stages. Which of the following is not a stage of market evolution? <ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Emergence </li></ul><ul><li>Decline </li></ul><ul><li>None of the above </li></ul>Original http://louiemarkquizon.blogspot.com
  77. 77. 10. The market evolves in 4 stages. What is the correct sequence of the evolution? <ul><li>Introduction-Growth-Maturity-Decline </li></ul><ul><li>Introduction-Growth-Decline-Maturity </li></ul><ul><li>Introduction-Maturity-Growth-Decline </li></ul><ul><li>Introduction-Maturity-Decline-Growth </li></ul><ul><li>Introduction-Decline-Maturity-Growth </li></ul>Improved http://louiemarkquizon.blogspot.com
  78. 78. How the market evolves… Concept 10: Market Evolution Stages Stage 1: EMERGENCE Stage 2: GROWTH Stage 3: MATURITY Stage 4: DECLINE http://louiemarkquizon.blogspot.com
  79. 79. 10. The market evolves in 4 stages. What is the correct sequence of the evolution? <ul><li>Introduction-Growth-Maturity-Decline </li></ul><ul><li>Introduction-Growth-Decline-Maturity </li></ul><ul><li>Introduction-Maturity-Growth-Decline </li></ul><ul><li>Introduction-Maturity-Decline-Growth </li></ul><ul><li>Introduction-Decline-Maturity-Growth </li></ul>Improved http://louiemarkquizon.blogspot.com
  80. 80. Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis </li></ul><ul><li>Chapter 13: Characteristics of Services </li></ul><ul><li>Chapter 14: Consumer Psychology and Pricing </li></ul><ul><li>Chapter 16: Market-Logistics Decisions </li></ul>http://louiemarkquizon.blogspot.com
  81. 81. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao/Louie Mark Quizon April 2011 http://louiemarkquizon.blogspot.com
  82. 82. 4. Switching cost is an example barrier to entry of <ul><li>Supplier Power </li></ul><ul><li>Threat of new entrants </li></ul><ul><li>Buyer Power </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>Original http://louiemarkquizon.blogspot.com
  83. 83. 4. “Switching Cost” is a factor to consider on what competitive force? <ul><li>Threat of new entrants </li></ul><ul><li>Buyer Power </li></ul><ul><li>Supplier Power </li></ul><ul><li>B and C </li></ul><ul><li>A, B and C </li></ul>Improved http://louiemarkquizon.blogspot.com
  84. 84. What determines market segment? Michael Porter’s Five Forces http://louiemarkquizon.blogspot.com
  85. 85. “ Supplier Power” refers to market of inputs <ul><li>Factors affecting supply power: </li></ul><ul><ul><li>Supplier Concentration </li></ul></ul><ul><ul><li>Availability of Substitute Inputs </li></ul></ul><ul><ul><li>Product Differentiation </li></ul></ul><ul><ul><li>Buyer Willingness </li></ul></ul><ul><ul><li>Switching Cost </li></ul></ul>Substitutes place a limit on prices and profit ! http://louiemarkquizon.blogspot.com
  86. 86. “ 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! http://louiemarkquizon.blogspot.com
  87. 87. “ Buyer Power” refers to customer’s price sensitivity and negotiating power <ul><li>Factors affecting buyer power: </li></ul><ul><ul><li>Number of customer </li></ul></ul><ul><ul><li>Size </li></ul></ul><ul><ul><li>Differences </li></ul></ul><ul><ul><li>Price Sensitivity </li></ul></ul><ul><ul><li>Switching Cost </li></ul></ul><ul><ul><li>Brand Identity </li></ul></ul>Substitutes place a limit on prices and profit! http://louiemarkquizon.blogspot.com
  88. 88. 4. “Switching Cost” is a factor to consider on what competitive force? <ul><li>Threat of new entrants </li></ul><ul><li>Buyer Power </li></ul><ul><li>Supplier Power </li></ul><ul><li>B and C </li></ul><ul><li>A, B and C </li></ul>Improved http://louiemarkquizon.blogspot.com
  89. 89. Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis </li></ul><ul><li>Chapter 13: Characteristics of Services </li></ul><ul><li>Chapter 14: Consumer Psychology and Pricing </li></ul><ul><li>Chapter 16: Market-Logistics Decisions </li></ul>http://louiemarkquizon.blogspot.com
  90. 90. TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor/Louie Mark Quizon April 14, 2011 A Downloadable Template For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria http://louiemarkquizon.blogspot.com
  91. 91. 8 . Product Line Analysis allows companies classify products into 4 types that yields different gross margin. Which of the following is not true? <ul><li>In analyzing product line, marketer should know sales and profits of each item to know what to build, maintain, harvest, and divest. </li></ul><ul><li>Staples items give lower sales volume and no promotion. </li></ul><ul><li>Convenience items sells in high volume but less promotion. </li></ul><ul><li>Specialties might be highly promoted by give lower sales volume. </li></ul><ul><li>All of the above. </li></ul><ul><li>None of the above </li></ul>Original http://louiemarkquizon.blogspot.com
  92. 92. <ul><li>In analyzing product line, marketer should know sales and profits of each item to know what to build, maintain, harvest, and divest. </li></ul><ul><li>Staples items give lower sales volume and no promotion </li></ul><ul><li>Convenience items sells in high volume but less promotion </li></ul><ul><li>Specialties might be highly promoted by give lower sales volume </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>8 . Product Line Analysis allows companies classify products into 4 types that yields different gross margin. Which of the following is not true? Original http://louiemarkquizon.blogspot.com
  93. 93. <ul><li>Core products viewed as undifferentiated commodities, are heavily promoted but with low margins </li></ul><ul><li>Staples have lower sales volume, no promotion, and yields a somewhat higher margin </li></ul><ul><li>Specialties are items with lower sales volume but might be highly promoted or might generate income from services </li></ul><ul><li>Convenience items sell in high volume but less promoted and can carry higher margins </li></ul><ul><li>None of the above </li></ul>8 . Product Line Analysis allows companies to classify their products into 4 types that yields different gross margins. Which of the following is not true? Improved http://louiemarkquizon.blogspot.com
  94. 94. Concept 7: Increase Sales % thru Product Line Analysis http://louiemarkquizon.blogspot.com
  95. 95. Concept 7: Increase Sales % thru Product Line Analysis Core Product Specialties Staples Convenience Items <ul><li>Classify products into 4 types that yield </li></ul><ul><li>different gross margins, depending on sales volume and promotion. </li></ul><ul><li>Recognize the these items differ in potential </li></ul><ul><li>– higher priced or more advertised, as way </li></ul><ul><li> to increase profit/margin or both </li></ul>http://louiemarkquizon.blogspot.com
  96. 96. Concept 7: Increase Sales % thru Product Line Analysis Core Product <ul><li>Laptops computers </li></ul><ul><ul><li>heavily promoted but with low margins </li></ul></ul><ul><ul><li>Viewed as undifferentiated commodities </li></ul></ul>http://louiemarkquizon.blogspot.com
  97. 97. Concept 7: Increase Sales % thru Product Line Analysis Staples <ul><li>Lower sales volume and no promotion. </li></ul><ul><li>Somewhat Higher Margins </li></ul><ul><ul><li>Faster CPU (RAM) </li></ul></ul><ul><ul><li>Bigger memories (gigabytes) </li></ul></ul>http://louiemarkquizon.blogspot.com
  98. 98. Concept 7: Increase Sales % thru Product Line Analysis Specialties <ul><li>Lower sales volume but highly promoted </li></ul><ul><ul><li>Digital moviemaking equipment </li></ul></ul><ul><li>Might generate income from service </li></ul><ul><ul><li>Personal delivery, installation, on-site training etc </li></ul></ul>http://louiemarkquizon.blogspot.com
  99. 99. Concept 7: Increase Sales % thru Product Line Analysis Convenience Items <ul><li>High sales volume but less promoted </li></ul><ul><li>Higher margins </li></ul>http://louiemarkquizon.blogspot.com
  100. 100. <ul><li>Core products viewed as undifferentiated commodities, are heavily promoted but with low margins </li></ul><ul><li>Staples have lower sales volume, no promotion, and yields a somewhat higher margin </li></ul><ul><li>Specialties are items with lower sales volume but might be highly promoted or might generate income from services </li></ul><ul><li>Convenience items sell in high volume but less promoted and can carry higher margins </li></ul><ul><li>None of the above </li></ul>8 . Product Line Analysis allows companies to classify their products into 4 types that yields different gross margins. Which of the following is not true? Improved http://louiemarkquizon.blogspot.com
  101. 101. Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis </li></ul><ul><li>Chapter 13: Characteristics of Services </li></ul><ul><li>Chapter 14: Consumer Psychology and Pricing </li></ul><ul><li>Chapter 16: Market-Logistics Decisions </li></ul>http://louiemarkquizon.blogspot.com
  102. 102. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao/Louie Mark Quizon April 2011 http://louiemarkquizon.blogspot.com
  103. 103. 4. Which of the following is a characteristic of a service? 4 <ul><li>Adaptability </li></ul><ul><li>Flexibility </li></ul><ul><li>Perishability </li></ul><ul><li>None of the above </li></ul><ul><li>All of the above </li></ul>Original http://louiemarkquizon.blogspot.com
  104. 104. 4. Which of the following is not a characteristic of a service? 4 <ul><li>Adaptability </li></ul><ul><li>Intangibility </li></ul><ul><li>Inseparability </li></ul><ul><li>Variability </li></ul><ul><li>Perishability </li></ul>Improved http://louiemarkquizon.blogspot.com
  105. 105. Characteristics of Services 6 Intangibility Inseparability Variability Perishability http://louiemarkquizon.blogspot.com
  106. 106. Perishability: Characteristic of a service 6 One of the other major characteristics of service is that they cannot be stored for later use or sale - Perishability . When the demand is steady, then service Perishability is not a problem but the service sector face a huge problem when the demand fluctuates. http://louiemarkquizon.blogspot.com
  107. 107. 4. Which of the following is not a characteristic of a service? 4 <ul><li>Adaptability </li></ul><ul><li>Intangibility </li></ul><ul><li>Inseparability </li></ul><ul><li>Variability </li></ul><ul><li>Perishability </li></ul>Improved http://louiemarkquizon.blogspot.com
  108. 108. Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis </li></ul><ul><li>Chapter 13: Characteristics of Services </li></ul><ul><li>Chapter 14: Consumer Psychology and Pricing </li></ul><ul><li>Chapter 16: Market-Logistics Decisions </li></ul>http://louiemarkquizon.blogspot.com
  109. 109. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/Louie Mark Quizon April 15, 2011 http://louiemarkquizon.blogspot.com
  110. 110. 2. An installment payment plan is an example of consumer price perceptions via which key point? <ul><li>References Prices </li></ul><ul><li>Price – quality Inferences </li></ul><ul><li>Price Endings </li></ul><ul><li>Price Cues </li></ul><ul><li>None of the Above </li></ul>http://louiemarkquizon.blogspot.com Original
  111. 111. 2. The consumer’s perception of the “99 Peso Store” is an example of consumer psychology and pricing via which key point? <ul><li>References Prices </li></ul><ul><li>Price – Quality Inferences </li></ul><ul><li>Price Endings </li></ul><ul><li>Price Psychology </li></ul><ul><li>Price Perception </li></ul>http://louiemarkquizon.blogspot.com Improved
  112. 112. Prices with rightmost numbers “9” or an odd number are deemed to be a BARGAIN From Philip Kotler’s, Marketing Management, 13 th Edition http://louiemarkquizon.blogspot.com
  113. 113. From Philip Kotler’s, Marketing Management, 13 th Edition Moreover, products tagged with prices with rightmost numbers “.00 c” are deemed to be of SUPERIOR QUALITY $50.00 $16.99 Trattoria Steaks-to-Go http://louiemarkquizon.blogspot.com
  114. 114. 2. The consumer’s perception of the “99 Peso Store” is an example of consumer psychology and pricing via which key point? <ul><li>References Prices </li></ul><ul><li>Price – Quality Inferences </li></ul><ul><li>Price Endings </li></ul><ul><li>Price Psychology </li></ul><ul><li>Price Perception </li></ul>http://louiemarkquizon.blogspot.com Improved
  115. 115. Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis </li></ul><ul><li>Chapter 13: Characteristics of Services </li></ul><ul><li>Chapter 14: Consumer Psychology and Pricing </li></ul><ul><li>Chapter 16: Market-Logistics Decisions </li></ul>http://louiemarkquizon.blogspot.com
  116. 116. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales/Louie Mark Quizon April 14, 2011 http://louiemarkquizon.blogspot.com
  117. 117. In Logistics, what are the marketing decisions that have to be considered? <ul><li>Procurement, Warehousing, Transportation, Inventory </li></ul><ul><li>Order Processing, Warehousing, Inventory, Transportation </li></ul><ul><li>Placement, Transportation, Inventory, Movement </li></ul><ul><li>Procurement, Placement, Inventory, Transportation </li></ul><ul><li>Order Processing, Placement, Inventory, Movement </li></ul>Original http://louiemarkquizon.blogspot.com
  118. 118. The following are the major decisions that must be made with regard to Market Logistics except: <ul><li>Order processing </li></ul><ul><li>Warehousing </li></ul><ul><li>Inventory </li></ul><ul><li>Manufacturing flow </li></ul><ul><li>Transportation </li></ul>Improved http://louiemarkquizon.blogspot.com
  119. 119. Marketing Decisions in Logistics <ul><li>How should orders be handled? </li></ul><ul><li>(Order Processing) </li></ul><ul><li>Where should stock be located? </li></ul><ul><li>(Warehousing) </li></ul><ul><li>How much stock should be held? </li></ul><ul><li>(Inventory) </li></ul><ul><li>How should goods be shipped? </li></ul><ul><li>(Transportation) </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler http://louiemarkquizon.blogspot.com
  120. 120. The following are the major decisions that must be made with regard to Market Logistics except: <ul><li>Order processing </li></ul><ul><li>Warehousing </li></ul><ul><li>Inventory </li></ul><ul><li>Manufacturing flow </li></ul><ul><li>Transportation </li></ul>Improved http://louiemarkquizon.blogspot.com
  121. 121. Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Advertising Objectives </li></ul><ul><li>Chapter 18: Advertising Budget </li></ul><ul><li>Chapter 21: 5 Modes of Entry into Foreign Markets </li></ul><ul><li>Chapter 22: Steps for better Marketing Profitability Control/Analysis </li></ul>http://louiemarkquizon.blogspot.com
  122. 122. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao/Louie Mark Quizon April. 2011 TOP 10 Learning Question for http://louiemarkquizon.blogspot.com
  123. 123. 6. In percentage-of-sale Method, what kind of condition NOT being to considered? <ul><li>Completely Ignores the role of promotion as an investment and immediate impact of promotion on sales volume. </li></ul><ul><li>Promotion expenditures will vary with what the company can afford. </li></ul><ul><li>Encouraging management to think of relationship among promotion cost, selling price, and profit per unit. </li></ul><ul><li>Encouraging stability when completing firms spend approximately the same percentage of their sales on promotion </li></ul>Original http://louiemarkquizon.blogspot.com
  124. 124. 6. “Promotion expenditures will vary with what the company can afford”, is an advantage of what method of deciding on the promotion budget? <ul><li>Affordable method </li></ul><ul><li>Percentage-of-sales method </li></ul><ul><li>Competitive-parity method </li></ul><ul><li>Objective-and-task method </li></ul><ul><li>None of the above </li></ul>Improved http://louiemarkquizon.blogspot.com
  125. 125. Percentage-of-Sales Method <ul><li>Supporters of the percentage-of-sales method see a number of advantages. First , Promotion expenditures will vary with what the company can afford. This satisfies financial managers , who believe expenses should be closely related to the movement of the corporate sales over the business cycle. Second , it encourages management think of relationship among promotion cost, selling price, and profit per unit. Third , it encourages stability when completing firms spend approximately the same percentage of their sales on promotion </li></ul>http://louiemarkquizon.blogspot.com
  126. 126. Total Marketing Communication target <ul><li>A. Affordable Method </li></ul><ul><li>Completely Ignores the role of promotion as an investment and immediate </li></ul><ul><li>impact of promotion on sales volume. </li></ul><ul><li>B. Percentage-of-Sales Method </li></ul><ul><li>C. Competitive-Parity Method </li></ul><ul><li>Company set their promotion budget to achieve share-of-voice parity with competitors. </li></ul><ul><li>D. Objective-and-Task Method </li></ul><ul><li>Calls upon marketers to develop promotion budgets by defining specific </li></ul><ul><li>objectives, determining the tasks that must be performed to achieve </li></ul><ul><li>these objectives, determining the tasks that must be performed to </li></ul><ul><li>achieve these objectives , and estimating the costs of performing these </li></ul><ul><li>tasks. </li></ul>http://louiemarkquizon.blogspot.com
  127. 127. 6. “Promotion expenditures will vary with what the company can afford”, is an advantage of what method of deciding on the promotion budget? <ul><li>Affordable method </li></ul><ul><li>Percentage-of-sales method </li></ul><ul><li>Competitive-parity method </li></ul><ul><li>Objective-and-task method </li></ul><ul><li>None of the above </li></ul>Improved http://louiemarkquizon.blogspot.com
  128. 128. Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Advertising Objectives </li></ul><ul><li>Chapter 18: Advertising Budget </li></ul><ul><li>Chapter 21: 5 Modes of Entry into Foreign Markets </li></ul><ul><li>Chapter 22: Steps for better Marketing Profitability Control/Analysis </li></ul>http://louiemarkquizon.blogspot.com
  129. 129. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo/Louie Mark Quizon April 14, 2011 http://louiemarkquizon.blogspot.com
  130. 130. 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>Original http://louiemarkquizon.blogspot.com
  131. 131. 3. What advertising objective aims to stimulate repeat purchase of products? <ul><li>Repeat advertising </li></ul><ul><li>Remembrance advertising </li></ul><ul><li>Reminder advertising </li></ul><ul><li>Reinforcement advertising </li></ul><ul><li>Recall advertising </li></ul>Improved http://louiemarkquizon.blogspot.com
  132. 132. Classification of advertising objectives according to their aim: http://louiemarkquizon.blogspot.com
  133. 133. Classification of advertising objectives according to their aim: http://louiemarkquizon.blogspot.com
  134. 134. 3. What advertising objective aims to stimulate repeat purchase of products? <ul><li>Repeat advertising </li></ul><ul><li>Remembrance advertising </li></ul><ul><li>Reminder advertising </li></ul><ul><li>Reinforcement advertising </li></ul><ul><li>Recall advertising </li></ul>Improved http://louiemarkquizon.blogspot.com
  135. 135. Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Advertising Objectives </li></ul><ul><li>Chapter 18: Advertising Budget </li></ul><ul><li>Chapter 21: 5 Modes of Entry into Foreign Markets </li></ul><ul><li>Chapter 22: Steps for better Marketing Profitability Control/Analysis </li></ul>http://louiemarkquizon.blogspot.com
  136. 136. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong/Louie Mark Quizon April 2011 http://louiemarkquizon.blogspot.com
  137. 137. 3. All will require higher advertising budget except for . . . <ul><li>Intense competition and clutter </li></ul><ul><li>Frequent advertising </li></ul><ul><li>Big market share </li></ul><ul><li>High tendency for product substitution </li></ul><ul><li>None of the above </li></ul>Original http://louiemarkquizon.blogspot.com
  138. 138. 3. Your company will require a higher advertising budget except when it has… <ul><li>Intense competition and clutter </li></ul><ul><li>Frequent advertising </li></ul><ul><li>Big market share </li></ul><ul><li>High risk of product substitutability </li></ul><ul><li>A and C </li></ul>Improved http://louiemarkquizon.blogspot.com
  139. 139. In setting your advertising budget… Reference: Philip Kotler’s Marketing Management, 13 th edition http://louiemarkquizon.blogspot.com
  140. 140. Remember CAMPS! Reference: Philip Kotler’s Marketing Management, 13 th edition http://louiemarkquizon.blogspot.com
  141. 141. Higher competition = Higher budget requirements C ompetition Advertising Budget http://louiemarkquizon.blogspot.com
  142. 142. Higher advertising frequency = Higher budget requirements A dvertising Frequency Advertising Budget http://louiemarkquizon.blogspot.com
  143. 143. Higher market share = Lower budget requirements M arket Share Advertising Budget http://louiemarkquizon.blogspot.com
  144. 144. Higher product substitutability = Higher budget requirements P roduct Substitutability Advertising Budget http://louiemarkquizon.blogspot.com
  145. 145. Earlier stage in PLC = Higher budget requirements P roduct Life Cycle Advertising Budget http://louiemarkquizon.blogspot.com
  146. 146. 3. Your company will require a higher advertising budget except when it has… <ul><li>Intense competition and clutter </li></ul><ul><li>Frequent advertising </li></ul><ul><li>Big market share </li></ul><ul><li>High risk of product substitutability </li></ul><ul><li>A and C </li></ul>Improved http://louiemarkquizon.blogspot.com
  147. 147. Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Advertising Objectives </li></ul><ul><li>Chapter 18: Advertising Budget </li></ul><ul><li>Chapter 21: 5 Modes of Entry into Foreign Markets </li></ul><ul><li>Chapter 22: Steps for better Marketing Profitability Control/Analysis </li></ul>http://louiemarkquizon.blogspot.com
  148. 148. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L./Louie Mark Quizon April 14, 2011 http://louiemarkquizon.blogspot.com
  149. 149. 10. Jollibee putting up stores in foreign markets like Singapore, Brunei, Hong Kong and the US. Is an example of which mode of entry? <ul><li>Indirect exporting </li></ul><ul><li>Direct exporting </li></ul><ul><li>Licensing </li></ul><ul><li>Joint Venture </li></ul><ul><li>Direct Investment </li></ul>Original http://louiemarkquizon.blogspot.com
  150. 150. 10. Jollibee putting up stores in Singapore, Brunei, Hong Kong and the US is an example of which mode of entry to a foreign market? <ul><li>Indirect exporting </li></ul><ul><li>Direct exporting </li></ul><ul><li>Licensing </li></ul><ul><li>Joint Venture </li></ul><ul><li>Direct Investment </li></ul>Improved http://louiemarkquizon.blogspot.com
  151. 151. 5 Modes Of Entry Into Foreign Markets Direct Exporting Licensing Direct Investments Joint venture Indirect Exporting Level of Commitment, Risk, Control, Profit Potential http://louiemarkquizon.blogspot.com
  152. 152. Direct Investment <ul><li>DIRECT INVESTMENT - is the ultimate form of foreign involvement where there is a direct ownership of foreign-based assembly or manufacturing facilities. </li></ul>http://louiemarkquizon.blogspot.com
  153. 153. 10. Jollibee putting up stores in Singapore, Brunei, Hong Kong and the US is an example of which mode of entry to a foreign market? <ul><li>Indirect exporting </li></ul><ul><li>Direct exporting </li></ul><ul><li>Licensing </li></ul><ul><li>Joint Venture </li></ul><ul><li>Direct Investment </li></ul>Improved http://louiemarkquizon.blogspot.com
  154. 154. Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Advertising Objectives </li></ul><ul><li>Chapter 18: Advertising Budget </li></ul><ul><li>Chapter 21: 5 Modes of Entry into Foreign Markets </li></ul><ul><li>Chapter 22: Steps for better Marketing Profitability Control/Analysis </li></ul>http://louiemarkquizon.blogspot.com
  155. 155. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano/Louie Mark Quizon April 14, 2011 http://louiemarkquizon.blogspot.com
  156. 156. 9. Which of the following is False? <ul><li>Step 1 is to Identify functional expenses </li></ul><ul><li>Step 2 is to a ssign functional expenses to marketing entities </li></ul><ul><li>Step 3 is to prepare a profit-and-loss statement for each marketing entity </li></ul><ul><li>The STEPS for better Marketing Profitability Control will help in identifying which expenses contributes a department’s net loss. </li></ul><ul><li>Step 4 is to close immediately a department that produces a net loss. </li></ul>Original http://louiemarkquizon.blogspot.com
  157. 157. 9. The following are STEPS for better Marketing Profitability Control/Analysis except: <ul><li>Identify functional expenses </li></ul><ul><li>Assign functional expenses to marketing entities </li></ul><ul><li>Prepare a profit-and-loss statement for each marketing entity </li></ul><ul><li>Close the department that produces a net loss </li></ul><ul><li>B and C </li></ul>Improved http://louiemarkquizon.blogspot.com
  158. 158. STEPS for better Marketing Profitability Control / Analysis Assign functional expenses to marketing entities Identify functional expenses Prepare a profit-and-loss statement for each marketing entity http://louiemarkquizon.blogspot.com
  159. 159. Step 1: Identify functional expenses http://louiemarkquizon.blogspot.com Sales 60 Cost of goods sold 39 Gross Margin 21 Expenses Salaries 9.3 Rent 3 Supplies 3.5 15.8 Net Profit 5.2
  160. 160. Step 2: Assign functional expenses to marketing entities http://louiemarkquizon.blogspot.com Natural Accounts Total Selling Advertising Packing & Delivery Billing & Collecting Salaries 9.3 5.1 1.2 1.4 1.6 Rent 3 - 0.4 2 0.6 Supplies 3.5 0.4 1.5 1.4 0.2   15.8 5.5 3.1 4.8 2.4
  161. 161. Step 2: take note of the totals of each marketing entities http://louiemarkquizon.blogspot.com Natural Accounts Total Selling Advertising Packing & Delivery Billing & Collecting Salaries 9.3 5.1 1.2 1.4 1.6 Rent 3 - 0.4 2 0.6 Supplies 3.5 0.4 1.5 1.4 0.2   15.8 5.5 3.1 4.8 2.4
  162. 162. Step 3: Prepare a profit-and-loss statement for each marketing entity http://louiemarkquizon.blogspot.com Channel Type Selling Advertising Packing & Delivery Billing & Collection Hardware 0.2 0.05 0.05 0.05 Garden Supply 0.065 0.02 0.021 0.021 Department stores 0.01 0.03 0.009 0.09 0.275 0.1 0.08 0.08 Functional expenses 5.5 3.1 4.8 2.4 divide by no. Of units 0.275 0.1 0.08 0.08 Equals 0.02 0.031 0.06 0.03
  163. 163. Step 3: Use the totals derived in step 2 http://louiemarkquizon.blogspot.com Channel Type Selling Advertising Packing & Delivery Billing & Collection Hardware 0.2 0.05 0.05 0.05 Garden Supply 0.065 0.02 0.021 0.021 Department stores 0.01 0.03 0.009 0.09 0.275 0.1 0.08 0.08 Functional expenses 5.5 3.1 4.8 2.4 divide by no. Of units 0.275 0.1 0.08 0.08 Equals 0.02 0.031 0.06 0.03
  164. 164. Step 3 will derive an amount PER Marketing Expense (channel type) http://louiemarkquizon.blogspot.com Channel Type Selling Advertising Packing & Delivery Billing & Collection Hardware 0.2 0.05 0.05 0.05 Garden Supply 0.065 0.02 0.021 0.021 Department stores 0.01 0.03 0.009 0.09 0.275 0.1 0.08 0.08 Functional expenses 5.5 3.1 4.8 2.4 divide by no. Of units 0.275 0.1 0.08 0.08 Equals 0.02 0.031 0.06 0.03
  165. 165. The amounts derived will now be used for analysis per department http://louiemarkquizon.blogspot.com Hardware Garden Supply Dept. Stores Whole Company Sales 30 10 20 60 Cost of goods sold 19.5 6.5 13 39 Gross Margin 10.5 3.5 7 21 Expenses Selling 0.02 per call 4 1.3 0.2 5.5 Advertising 0.031 per ad 1.55 0.62 0.93 3.1 Packing & Delivery 0.06 per order 3 1.26 0.54 4.8 Billing 0.03 per order 1.5 0.63 0.27 2.4 Total Expenses 10.05 3.81 1.94 15.8 Net Profit / Loss 0.45 -0.31 5.06 5.2
  166. 166. it will show which department results to net loss http://louiemarkquizon.blogspot.com Hardware Garden Supply Dept. Stores Whole Company Sales 30 10 20 60 Cost of goods sold 19.5 6.5 13 39 Gross Margin 10.5 3.5 7 21 Expenses Selling 0.02 per call 4 1.3 0.2 5.5 Advertising 0.031 per ad 1.55 0.62 0.93 3.1 Packing & Delivery 0.06 per order 3 1.26 0.54 4.8 Billing 0.03 per order 1.5 0.63 0.27 2.4 Total Expenses 10.05 3.81 1.94 15.8 Net Profit / Loss 0.45 -0.31 5.06 5.2
  167. 167. 9. The following are STEPS for better Marketing Profitability Control/Analysis except: <ul><li>Identify functional expenses </li></ul><ul><li>Assign functional expenses to marketing entities </li></ul><ul><li>Prepare a profit-and-loss statement for each marketing entity </li></ul><ul><li>Close the department that produces a net loss </li></ul><ul><li>B and C </li></ul>Improved http://louiemarkquizon.blogspot.com
  168. 168. Improved Questions to Concepts <ul><li>Chapter 1: New Consumer Capabilities </li></ul><ul><li>Chapter 2: Ansoff’s Product – Market Expansion Grid </li></ul><ul><li>Chapter 2: Marketing Alliances </li></ul><ul><li>Chapter 3: Marketing Information Systems </li></ul><ul><li>Chapter 4: Probability and Nonprobability Samples </li></ul>http://louiemarkquizon.blogspot.com
  169. 169. Improved Questions to Concepts <ul><li>Chapter 5: Improve Value of Customer Base </li></ul><ul><li>Chapter 6: Factors Influencing Consumer Behavior </li></ul><ul><li>Chapter 8: Behavioral Segmentation </li></ul><ul><li>Chapter 9: Brand Element Choice Criteria </li></ul><ul><li>Chapter 10: How the Market Evolves </li></ul>http://louiemarkquizon.blogspot.com
  170. 170. Improved Questions to Concepts <ul><li>Chapter 11: Competitive Forces </li></ul><ul><li>Chapter 12: Product Line Analysis </li></ul><ul><li>Chapter 13: Characteristics of Services </li></ul><ul><li>Chapter 14: Consumer Psychology and Pricing </li></ul><ul><li>Chapter 16: Market-Logistics Decisions </li></ul>http://louiemarkquizon.blogspot.com
  171. 171. Improved Questions to Concepts <ul><li>Chapter 17: Total Marketing Communications Budget </li></ul><ul><li>Chapter 18: Advertising Objectives </li></ul><ul><li>Chapter 18: Advertising Budget </li></ul><ul><li>Chapter 21: 5 Modes of Entry into Foreign Markets </li></ul><ul><li>Chapter 22: Steps for better Marketing Profitability Control/Analysis </li></ul>http://louiemarkquizon.blogspot.com
  172. 172. 20 Improved Questions on the 22 Chapter Assignment Louie Mark Quizon April 29, 2011 http://louiemarkquizon.blogspot.com

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