Sw of group 1 top10 questions

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Sw of group 1 top10 questions

  1. 1. TOP 9 CONSOLIDATEDQUESTIONS CHAPTERS 1-9 Nyel Berroya December 15, 2011 www.danielberroya.blogspot.com
  2. 2. Chapter 3 : GatheringInformation and Scanning the Environment Nyel Berroya December 15, 2011 www.danielberroya.blogspot.com
  3. 3. 3. Which one is not included in the steps of improving marketing intelligence system?A. Motivate channel members to share intelligence.B. Purchase informationC. Collect customer feedbackD. Network externallyE. None of the Above www.danielberroya.blogspot.com
  4. 4. IMPROVED VERSIONwww.danielberroya.blogspot.com
  5. 5. 3. Marketing managers set procedures and steps of improving marketing intelligence system to obtain information about developments except?A. Motivate channel members to share intelligence.B. Purchase informationC. Collect customer feedbackD. Network externallyE. None of the Above www.danielberroya.blogspot.com
  6. 6. Steps to improved Marketing Intelligence> Train sales force to scan for new developments. > motivate channel members to share intelligence. >network externally >utilize a customer advisory panel >utilize gov’t data resources > purchase information > collect customer feedback www.danielberroya.blogspot.com
  7. 7. A non-stop learning process and improvement to have an effective marketing intelligence…> Train sales force to scan for new developments. > motivate channel members to share intelligence. >network externally >utilize a customer advisory panel >utilize gov’t data resources > purchase information > collect customer feedback www.danielberroya.blogspot.com
  8. 8. A non-stop learning process and improvement to have an effective marketing intelligence…> Train sales force to scan for new developments. > motivate channel members to share intelligence. >network externally >utilize a customer advisory panel >utilize gov’t data resources > purchase information > collect customer feedback www.danielberroya.blogspot.com
  9. 9. A non-stop learning process andimprovement to have an effectivemarketing intelligence… 1. Train sales force to scan for new developments. 2. Motivate channel members to share intelligence. 3. Network externally 4. Utilize a customer advisory panel 5. Utilize gov’t data resources 6. purchase information 7. collect customer feedback www.danielberroya.blogspot.com
  10. 10. 3. Marketing managers set procedures and steps of improving marketing intelligence system to obtain information about developments except?A. Motivate channel members to share intelligence.B. Purchase informationC. Collect customer feedbackD. Network externallyE. None of the Above www.danielberroya.blogspot.com
  11. 11. Top 10 Questions (Chapter #2) Catherine Ansay December 15, 2011Chapter 2 Marketing Management, Kotler 14th ed
  12. 12. 9. Which statement is true about Strategic Business Units?a) It is composed of several business units that can be planned separately from the rest of the company.b) It has its own set of competitors.c) Its managers are only responsible in strategic planning but not profit performance.d) All of the Abovee) None of the Above
  13. 13. IMPROVED VERSIONwww.danielberroya.blogspot.com
  14. 14. 9. Which statement is true about Strategic Business Units?a) It is composed of several business units that can be planned separately from the rest of the company.b) It has its own set of competitors.c) Its managers are only responsible in strategic planning but not profit performance.d) Its managers sets business strategies to cut costs.e) None of the Above
  15. 15. 9. Establishing Strategic Business Units• A set of products or product lines – With clear independence from other products or product lines – for which a business or marketing strategy should be designed
  16. 16. 9. Establishing StrategicBusiness UnitsA Strategic Business Unit has Three Characteristics:1. It is a single business, or a collection of related business, that can be planned separately from the rest of the company.2. It has its own set of competitors.3. It has a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profit.
  17. 17. Establishing StrategicBusiness Units • A division within a large organization that shares the organizations market and customer focus but has responsibility for the development of its own marketing strategy. A single overall strategic approach is often inappropriate in large diversified organizations or multinational companies.
  18. 18. 9. Which statement is true about Strategic Business Units?a) It is composed of several business units that can be planned separately from the rest of the company.b) It has its own set of competitors.c) Its managers are only responsible in strategic planning but not profit performance.d) Its managers sets business strategies to cut costs.e) None of the Above
  19. 19. TOP 10 Learning Questions for (Chapter #1) Paul Abigan December 15, 2011 Chapter 1 21st Century Marketing, Abigan
  20. 20. 3. All of the following are the functionsof a CMO (chief marketing officer)Except:A. Strengthening the brandsB. Measuring marketing effectivenessC. Driving new product development based on customer needsD. Gathering meaningful customer insightsE. Developing new product technology 20
  21. 21. Functions of a CMO• Strengthening the brands• Measuring marketing effectiveness• Driving new product development based on customer needs• Gathering meaningful customer insights• Utilizing new marketing technology• Developing new product technology is a function of R&D which is below of a Chief Operating Officer (COO) 21
  22. 22. CMO Should aim to think more like a marketer than an executive Being a CMO is a holistic assignment that manages all touch points such as1. Store layout2. Package Designs3. Product Functions4. Employee training5. Shipping and logistics 22
  23. 23. IMPROVED VERSIONwww.danielberroya.blogspot.com
  24. 24. CMO Should aim to think morelike a marketer than an executiveChief Marketing Officer (CMO) is a corporate titlereferring to an executive responsible for variousmarketing activities in an organization.Areas of Responsibility - sales management, productdevelopment, distribution channel management,marketing communications (including advertising andpromotions), pricing, market research, and customerservice www.danielberroya.blogspot.com
  25. 25. 3. All of the following are the functionsof a CMO (chief marketing officer)Except:A. Strengthening the brandsB. Measuring marketing effectivenessC. Driving new product development based on customer needsD. Gathering meaningful customer insightsE. Developing new product technology 25
  26. 26. TOP 10 Learning Questions for Ch 4: Conducting Marketing Research and Forecasting Demand Ma Alexandria Bulaon December 16, 2011
  27. 27. 2. Potential market, available market,target market, and penetrated marketare measures of _________.A. Market demandB. Market supplyC. Market groupD. Market sizeE. Market research 27
  28. 28. IMPROVED VERSIONwww.danielberroya.blogspot.com
  29. 29. 2. The measures of _________ areexamples potential market, availablemarket, target market, and penetratedmarket?A. Market demandB. Market supplyC. Market groupD. Market sizeE. Market research 29
  30. 30. The Measures of Market Demand 30
  31. 31. Market Demand- Market demand is the total amount ofpurchases of a product within a specifieddemographic.
  32. 32. 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
  33. 33. 2. The measures of _________ areexamples potential market, availablemarket, target market, and penetratedmarket?A. Market demandB. Market supplyC. Market groupD. Market sizeE. Market research 33
  34. 34. TOP 10 Learning Questions for Chapter 6: Analyzing Consumer Markets Jem Caraig December 16, 2011 For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria http://jemcaraig.blogspot.com
  35. 35. 9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior http://jemcaraig.blogspot.com 35
  36. 36. IMPROVED VERSIONwww.danielberroya.blogspot.com
  37. 37. 9. A buying decision process wherein a customer visits stores to learn about a product?A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior http://jemcaraig.blogspot.com 37
  38. 38. Buying Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior http://jemcaraig.blogspot.com 29
  39. 39. Buying Decision ProcessProblem Recognition - The buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli.Information Search - At this level a person simply becomes more receptive to information about a product. At the next level, the person may enter an active information search: looking for reading material, phoning friends, going online, and visiting stores to learn about the product.Evaluation of Alternatives - Consumers will pay the most attention to attributes that deliver the sought-after benefits. We can often segment the market for a product according to attributes important to different consumer groups. http://jemcaraig.blogspot.com 30
  40. 40. Buying Decision ProcessPurchase Decision - In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to buy the most preferred brand.Postpurchase Behavior - After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features or hearing favorable things about other brands and will be alert to information that supports his or her decision. http://jemcaraig.blogspot.com 31
  41. 41. Buying Decision Process A customer can obtain information from several sources: • Personal sources: family, friends, neighbours etc • Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displays • Public sources: newspapers, radio, television, con sumer organisations; specialist magazines • Experiential sources: handling, examining, using the product
  42. 42. 9. A buying decision process wherein a customer visits stores to learn about a product?A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior http://jemcaraig.blogspot.com 42
  43. 43. Top 10 Questions for (Chapter #7) Marika Chavez December 15, 2011Chapter 7 Marketing Management, Kotler 14th ed
  44. 44. 3. In the Buying Center, who are thepeople who define specificationsand provide information forevaluating alternatives A. Initiators B. Influencers C. Deciders D. Buyers E. Approvers
  45. 45. 3. The Buying CenterInitiators Users Influencers Deciders Approvers Buyers Gatekeepers
  46. 46. 3. The Buying Center1. Initiators –Uses other organization who request that something be purchased.2. Users – Those who will use the product or service.3. Influencers – People who influence the the buying decision, often by helping define specifications and providing information for evaluating alternatives.4. Deciders – People who decide on the product requirements for suppliers.5. Approvers – People who authorize the proposed action for the deciders or buyers.6. Buyers – People who have the formal authority to select the suppliers or information from reaching members of the buyer center.7. Gatekeepers – People who have the power to prevent sellers or information from reaching the members of the buying center.
  47. 47. 3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternativesA. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers
  48. 48. TOP 10 Learning Questions for (Chapter 8- Identifying Market Segments and Targets) Nailah P. Cristobal December 16, 2011 Marketing Management Class of Prof. Remigio Joseph De UngriaColorful Me http://nailah08.blogspot.com
  49. 49. 4. ___________ are consumers who buy only one brand all the time.A. Split LoyalsB. SwitchersC. Hard-core LoyalsD. Shifting LoyalsE. Loyalists http://nailah08.blogspot.com 49
  50. 50. IMPROVED VERSIONwww.danielberroya.blogspot.com
  51. 51. 4. What do you customers who call themselves “apple fanatics” by buying, using and collecting apple products only?A. Split LoyalsB. SwitchersC. Hard-core LoyalsD. Shifting LoyalsE. Loyalists http://nailah08.blogspot.com 51
  52. 52. Loyalty Status Hard- core Split Loyals LoyalsShifting Loyals Switchers http://nailah08.blogspot.com 52
  53. 53. 4 Groups based on Loyalty Status Hard-core loyals-Consumers who buy only one brand all the time. Split loyals-Consumers who are loyal to two or three brands. Shifting loyals-Consumers who shift loyalty from one brand to another. Switchers-Consumers who show no loyalty to any brand. http://nailah08.blogspot.com 53
  54. 54. 4. What do you customers who call themselves “apple fanatics” by buying, using and collecting apple products only?A. Split LoyalsB. SwitchersC. Hard-core LoyalsD. Shifting LoyalsE. Loyalists http://nailah08.blogspot.com 54
  55. 55. Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Chapter 9 Marketing Management, Kotler 14th ed http://www.slideshare.net/rochedeluta
  56. 56. 1. Which of the following statement can be best described a Brand?A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.C. Determine which seller that produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate their dimensions from those of competitors.E. All of the above. http://www.slideshare.net/rochedeluta
  57. 57. 1. The American Marketing Association defines brand as NAM SYMB E OL DESI TERM GN SIGNCOMBINAT ION http://www.slideshare.net/rochedeluta
  58. 58. 1. The American Marketing Association defines brand as NAM SYMB  E OL intended to identify DESI TERM the goods GN or services SIGN of oneCOMBINAT seller or ION group of sellers http://www.slideshare.net/rochedeluta and to
  59. 59. IMPROVED VERSIONwww.danielberroya.blogspot.com
  60. 60. A brand is the essence orpromise of what will be delivered or experienced. PRODUCT + CUSTOMER PERCEPTION + PERFORMANCE +BRAND NAME +COMPANY = BRAND www.danielberroya.blogspot.com
  61. 61. 1. Which of the following statement can be best described a Brand?A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.C. Determine which seller produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate their dimensions from those of competitors.E. All of the above. http://www.slideshare.net/rochedeluta
  62. 62. Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Chapter 9 Marketing Management, Kotler 14th ed http://www.slideshare.net/rochedeluta
  63. 63. 5. _________ is the set of all brandlines that a particular seller makesavailable to buyers.A. Brand lineB. Brand mixC. Brand equityD. Brand extensionE. None of the abovehttp://www.slideshare.net/rochedeluta
  64. 64. 5. Devising a Branding Strategy BRAND BRAND BRAND BRAND LINE MIX EQUITY EXTENSION Is set of all Is the value When a firm usesConsists of all brand lines added endowed an established products that a particular on products brand to seller makes and services Introduce a new available to product buyers http://www.slideshare.net/rochedeluta
  65. 65. IMPROVED VERSIONwww.danielberroya.blogspot.com
  66. 66. Brand mix is the set of brandand product lines which under or manage by a principal company such as Unilever. www.danielberroya.blogspot.com
  67. 67. 5. _________ is the set of all brandlines that a particular seller makesavailable to buyers.A. Brand lineB. Brand mixC. Brand equityD. Brand extensionE. None of the abovehttp://www.slideshare.net/rochedeluta
  68. 68. TOP 9 CONSOLIDATEDQUESTIONS CHAPTERS 1-9 Nyel Berroya December 15, 2011 www.danielberroya.blogspot.com

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