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10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada  / Ria Abendan April 15, 2011 ...
7. According to Ansof’s product – market expansion grid, What kind of strategy that develops new markets for the current p...
<ul><li>Market penetration strategy </li></ul><ul><li>Product development strategy </li></ul><ul><li>Market development st...
Ansoff’s Product – Market Expansion Grid 41/73 www.stevenandrada.blogspot.com Market-penetration strategy Product-developm...
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 www.stevenan...
Develop new products to the new markets <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>45/73 www.stevenandrada...
Examples 46/73 www.stevenandrada.blogspot.com Question 7: Macbook Pro Iphone Ipad Ipod
If Boy Bawang decides to tap airlines (new market) in selling their products (current products) , this is an example of:  ...
TOP 10 Learning Questions for (Chapter 2 Developing Marketing Strategies and Plans) Sue Ann Silubrico / Ria Abendan April ...
2. _______,_______ and _____ are Porter’s 3 Generic Strategies. <ul><li>A.  Promot ion al, Logistics and Pricing </li></ul...
_______,_______ and _____ are Porter’s 3 Generic Strategies. <ul><li>Product leadership, Operational Efficiency, and Custo...
Porter’s Generic Strategies 8 Overall cost Leadership Differentiation Focus http://suesilubrico.blogspot.com/ Reference : ...
What is Overall Cost Leadership? <ul><li>Company seeks to gain greater market share  </li></ul><ul><li>To increase their s...
What is Differentiation? <ul><li>Product or service that offers unique attributes. </li></ul><ul><li>Valued by customers <...
What is Focus? <ul><li>Concentrates on meeting specialized needs of its customers </li></ul><ul><li>Focus on specific  cus...
_______,_______ and _____ are Porter’s 3 Generic Strategies. <ul><li>Product leadership, Operational Efficiency, and Custo...
TOP 10 Learning Questions  Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Ria Abendan ...
1. Marketing Information System (MIS) consists of the following except:  http://kavellana.blogspot.com <ul><li>People </li...
A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and dis...
Marketing Information System (MIS) http://kavellana.blogspot.com <ul><li>Consists of  people, equipment and procedures  to...
A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and dis...
TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani /  Ria Abendan ...
#4: ____ is the set of consumers who have interest and access to a market offer. <ul><li>A. Potential market </li></ul><ul...
If I have interest and access to your specific market offer, I’m part of your: <ul><li>A. Potential market </li></ul><ul><...
Concept : What are the measures of market demand? Potential Market Target  Market Penetrated  Market Available  Market con...
Target Market: 90 Mn mobile phone users in prepaid loading business, up to P1.2B texts sent per day! 3 main networks targe...
Penetrated market: Hapee Toothpaste&quot; - Philippine-Made, World Class: Pedro's Faith Leads to Success! Penetrated marke...
Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!!
Potential market: Philippines -Potential retirement destination! Is Philippine a potential market as retirement destinatio...
If I have interest and access to your specific market offer, I’m part of your: <ul><li>A. Potential market </li></ul><ul><...
TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5  Joan Soliven /  Ria Abendan April ...
3. It is the feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expecta...
If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of: <ul><li>Customer Perceived Val...
Customer Satisfaction <ul><li>The feeling of satisfaction or dissatisfaction of the customer from a product’s outcome vers...
Characteristics of  Highly  Satisfied customers <ul><li>Stays loyal longer  </li></ul><ul><li>Buys more  </li></ul><ul><li...
If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of: <ul><li>Customer Perceived Val...
Analyzing Consumer Markets Rustie M. Fidel /  Ria Abendan April 15, 2011 Top 10 Learning Questions for  Chapter 06 : http:...
8. _____________ is a term that refers to the tendency of people to interpret information in a way that will support what ...
_____________ is a term that refers to the tendency of people to interpret information in a way that will support what the...
Concept # 8 Perception Selective Attention Selection Retention Subliminal Perception Selective Distortion http://rustie27....
_____________ is a term that refers to the tendency of people to interpret information in a way that will support what the...
TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Ria Abendan  15 April 2011
2. What three views affect one’s culture? (Slide 5) <ul><li>A. View of Self, Relationship to others, Relationship to child...
What three views affect one’s culture?  <ul><li>1) View of Self 2) Relationship with others </li></ul><ul><li>3) Relations...
Cultural Factors Cultural View of self Relationship to others Rituals Kotler, Keller. Marketing Management, 13 th  Edition...
These affect one’s culture:  Cultural View of self Relationship to others Rituals Kotler, Keller. Marketing Management, 13...
What three views affect one’s culture?  <ul><li>1) View of Self 2) Relationship with others </li></ul><ul><li>3) Relations...
http://sheilanorturingan.blogspot.com Chapter 8 Identifying Market Segments &Targets Sheilanor C. Turingan /  Ria Abendan ...
5. Which of the ff statements is true: <ul><li>The key to consumer market segmentation is recognizing customer differences...
The key to consumer market segmentation is: <ul><li>Understanding customer behavior </li></ul><ul><li>Recognizing customer...
http://sheilanorturingan.blogspot.com Geographic by continent by country by region Psychographic lifestyle activities by c...
The key to consumer market segmentation is: <ul><li>Understanding customer behavior </li></ul><ul><li>Recognizing customer...
TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray /  Ria Abendan April 15, 2011 http:/...
1. _______ are associations/benefits that can be shared with other brands.   <ul><li>Points-of-Parity </li></ul><ul><li>Po...
________are associations that are not necessarily unique to the brand but may be shared with other brands.   <ul><li>Point...
POPs are POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com
________are associations that are not necessarily unique to the brand but may be shared with other brands.   <ul><li>Point...
TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao /  Ria Abendan April 2011
7. The following are specific attack strategies for competition except <ul><li>Product Launch </li></ul><ul><li>Lower pric...
The following are specific attack strategies for competition except <ul><li>Product Innovation, Prestige Goods, Value-pric...
Determine specific attack strategies for effective competition. Lower Priced Goods Product Discounts Prestige Goods Produc...
Determine specific attack strategies for effective competition. Lower Priced Goods Product Discounts Prestige Goods Produc...
The following are specific attack strategies for competition except <ul><li>Product Innovation, Prestige Goods, Value-pric...
TOP 10 Learning Questions for Setting Product Strategy #12 Ivy Villamor / Ria Abendan April 14, 2011
2. Which of the items below is a basic component of an attractive market offering to customers? <ul><li>Product line Up-Ma...
Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Service...
<ul><li>Value-based prices </li></ul>Product Features & Quality Services Mix & Quality <ul><li>Customers always judge mark...
Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Service...
TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao /  Ria Abendan April 2011 rgwe...
10. In developing brand strategies, one should do ________? 4 <ul><li>Devise brand strategy </li></ul><ul><li>Establish im...
In developing brand strategies, marketers should devise the brand strategy, choose the brand elements, and establish the _...
10. Developing Brand Strategies for Services 13 Choosing Brand Elements Establishing Image Dimensions Devising Brand Strat...
In developing brand strategies, marketers should devise the brand strategy, choose the brand elements, and establish the _...
TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza /  Abendan April 15, 2011 meghanng...
5. Which of the following is NOT a goal of companies in positioning their market offering? <ul><li>Greatest Market Share <...
Included in the 5 major pricing objectives are: <ul><li>Maximum Market Share & Maximum Current Profit </li></ul><ul><li>Su...
Setting Price STEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING meghanngettingthere.blo...
The price set by the company helps them achieve their GOAL in the MARKET. Setting the RIGHT PRICE allows a company to adju...
Included in the 5 major pricing objectives are: <ul><li>Maximum Market Share & Maximum Current Profit </li></ul><ul><li>Su...
  Chapter 17 Designing and Managing Integrated Marketing Yang Zhao /  Ria Abendan Apr. 5.2011 http://zhaointote.blogspot.c...
How many models of marketing communication mix? <ul><li>A. 2 </li></ul><ul><li>B. 4 </li></ul><ul><li>C. 6 </li></ul><ul><...
The following are examples of models of marketing communications EXCEPT:  <ul><li>A. Events and experiences </li></ul><ul>...
Models of Marketing Communications Direct marketing Word of mouth Advertising Sales promotion PRs & Publicity Interactive ...
Marketing Communication mix  (8 major models of Communication) <ul><li>Advertising </li></ul><ul><li>Any paid form of non-...
Marketing Communication mix  (8 major models of Communication) <ul><li>Direct Marketing </li></ul><ul><li>User of mail, Te...
The following are examples of models of marketing communications EXCEPT:  <ul><li>A. Events and experiences </li></ul><ul>...
TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales /  Ria...
Which of the following does not fall under “Levels of Service”? <ul><li>Self-Service </li></ul><ul><li>Self-Selection </li...
Which of the following does not fall under “Levels of Service”? <ul><li>Self-Service </li></ul><ul><li>Personal Service </...
Levels of Service Source: Marketing Management 13 th  Ed by Philip Kotler
Levels of Service <ul><li>Self-Service </li></ul><ul><ul><li>Customer serves himself (getting slurpee, hotdog sandwich, so...
Which of the following does not fall under “Levels of Service”? <ul><li>Self-Service </li></ul><ul><li>Personal Service </...
TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong / Ria Abendan April 2011
1. Which of the 5Ms refers to the evaluation of advertising impact on sales? <ul><li>Money </li></ul><ul><li>Mission </li>...
The 5Ms in developing an advertising program are money, mission, media, ________, and ________  <ul><li>Mechanics and Mode...
In developing an advertising program, remember 5M’s! Reference: Philip Kotler’s Marketing Management, 13 th  edition
It helps to answer the following questions… Reference: Philip Kotler’s Marketing Management, 13 th  edition
How do we evaluate the results? Sales Impact Communication Impact
The 5Ms in developing an advertising program are money, mission, media, ________, and ________  <ul><li>Mechanics and Mode...
TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Ria Abendan April 14, 2011 ...
3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products? <ul><li>Inf...
This advertising objective aims to stimulate repeat purchase of products: <ul><li>Repeat advertising </li></ul><ul><li>Con...
Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
This advertising objective aims to stimulate repeat purchase of products: <ul><li>Repeat advertising </li></ul><ul><li>Con...
TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon /  Ria Abendan April 15, 2011 ...
7. ________ is an individual’s decision to become a regular user of the product <ul><li>Awareness </li></ul><ul><li>Intere...
If I decide to become a regular user of Product X, I am in what stage?  <ul><li>Purchase </li></ul><ul><li>Retention </li>...
http://louiemarkquizon.blogspot.com How does a Consumer Adopt to a New Product and Service?
http://louiemarkquizon.blogspot.com The consumer becomes aware of the innovation but lacks information about it
http://louiemarkquizon.blogspot.com The consumer is stimulated to seek information about the innovation
http://louiemarkquizon.blogspot.com The consumer considers whether to try the innovation
http://louiemarkquizon.blogspot.com The consumer tries the innovation to improve his or her estimate of its value
http://louiemarkquizon.blogspot.com The consumer decides to make full and regular use of the innovation
http://louiemarkquizon.blogspot.com Example: Juan’s adoption of Mang Inasal
http://louiemarkquizon.blogspot.com Example: Juan’s adoption of Mang Inasal
http://louiemarkquizon.blogspot.com Juan becomes aware of this new restaurant that serves Chicken Inasal at a low price…
http://louiemarkquizon.blogspot.com The low price and the unlimited rice intrigues him to seek more information…
http://louiemarkquizon.blogspot.com He contemplates on whether he will try the product…
http://louiemarkquizon.blogspot.com He tries the product to feed his curiousness…
http://louiemarkquizon.blogspot.com Juan likes Mang Inasal very much! He then decides to go there every Friday.
If I decide to become a regular user of Product X, I am in what stage?  <ul><li>Purchase </li></ul><ul><li>Retention </li>...
TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. / Ria Abendan April 14, 2011 www.leeai...
4. _________ consist of creating something new, where products are made specifically for a certain foreign market. <ul><li...
4. _________ consist of creating something new, where products are made specifically for a certain foreign market. <ul><li...
International Product and  Communication Strategies Product www.leeaizabelsandel.blogspot.com Develop New  Product Adapt P...
Product Invention <ul><li>PRODUCT INVENTION- is a costly strategy, but the payoffs can be great, particularly if a company...
4. _________ consist of creating something new, where products are made specifically for a certain foreign market. <ul><li...
TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / ...
<ul><li>Proficiency </li></ul><ul><li>Simplicity </li></ul><ul><li>Efficiency </li></ul><ul><li>Stability </li></ul><ul><l...
<ul><li>Geographic Organization </li></ul><ul><li>Market-Management Organization </li></ul><ul><li>Brand-Management Organi...
FUNCTIONAL ORGANIZATION 5 miralynnserrano.blogspot.com is the most  COMMON  form of  Marketing organization and for  Admin...
Effective  Internal  Marketing using  FUNCTIONAL ORGANIZATION 7 miralynnserrano.blogspot.com Marketing Vice President Cons...
<ul><li>Geographic Organization </li></ul><ul><li>Market-Management Organization </li></ul><ul><li>Brand-Management Organi...
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Improving of questions abendan

  1. 1. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Ria Abendan April 15, 2011 www.stevenandrada.blogspot.com 1/73
  2. 2. 7. According to Ansof’s product – market expansion grid, What kind of strategy that develops new markets for the current products? <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>47/73 www.stevenandrada.blogspot.com
  3. 3. <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>47/73 Improved Question If Boy Bawang decides to tap airlines (new market) in selling their products (current products) , this is an example of:
  4. 4. Ansoff’s Product – Market Expansion Grid 41/73 www.stevenandrada.blogspot.com 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
  5. 5. Gain market share with current products in the current market <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>42/73 www.stevenandrada.blogspot.com 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
  6. 6. Develop new products of potential interest to the current markets <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>43/73 www.stevenandrada.blogspot.com 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
  7. 7. Develop new markets for the current products <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>44/73 www.stevenandrada.blogspot.com 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
  8. 8. Develop new products to the new markets <ul><li>Ansoff’s Product – Market Expansion Grid </li></ul>45/73 www.stevenandrada.blogspot.com 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
  9. 9. Examples 46/73 www.stevenandrada.blogspot.com Question 7: Macbook Pro Iphone Ipad Ipod
  10. 10. If Boy Bawang decides to tap airlines (new market) in selling their products (current products) , this is an example of: <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>47/73 Improved Question
  11. 11. TOP 10 Learning Questions for (Chapter 2 Developing Marketing Strategies and Plans) Sue Ann Silubrico / Ria Abendan April 15, 2011 http://suesilubrico.blogspot.com/
  12. 12. 2. _______,_______ and _____ are Porter’s 3 Generic Strategies. <ul><li>A. Promot ion al, Logistics and Pricing </li></ul><ul><li>B. Planning, Implementing and Controlling </li></ul><ul><li>C. Overall cost leadership, Differentiation </li></ul><ul><li>and Focus </li></ul><ul><li>D. Customer intimacy, Operational Excellence </li></ul><ul><li>and Product leadership </li></ul><ul><li>E. None of the above </li></ul>12 http://suesilubrico.blogspot.com/ Answer
  13. 13. _______,_______ and _____ are Porter’s 3 Generic Strategies. <ul><li>Product leadership, Operational Efficiency, and Customer Intimacy </li></ul><ul><li>Product leadership, Operational Effectiveness and Customer Intimacy </li></ul><ul><li>Cost leadership, Differentiation and Focus </li></ul><ul><li>Cost leadership, Diversification and Focus </li></ul><ul><li>None of the above </li></ul>12 Improved Question
  14. 14. Porter’s Generic Strategies 8 Overall cost Leadership Differentiation Focus http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition
  15. 15. What is Overall Cost Leadership? <ul><li>Company seeks to gain greater market share </li></ul><ul><li>To increase their sales </li></ul><ul><li>To have lower prices than the competition </li></ul>9 http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept
  16. 16. What is Differentiation? <ul><li>Product or service that offers unique attributes. </li></ul><ul><li>Valued by customers </li></ul><ul><li>Competitive advantage based on products or service. </li></ul>10 http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept
  17. 17. What is Focus? <ul><li>Concentrates on meeting specialized needs of its customers </li></ul><ul><li>Focus on specific customers or markets </li></ul>11 http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition Explanation of Concept
  18. 18. _______,_______ and _____ are Porter’s 3 Generic Strategies. <ul><li>Product leadership, Operational Efficiency, and Customer Intimacy </li></ul><ul><li>Product leadership, Operational Effectiveness and Customer Intimacy </li></ul><ul><li>Cost leadership, Differentiation and Focus </li></ul><ul><li>Cost leadership, Diversification and Focus </li></ul><ul><li>None of the above </li></ul>12 Improved Question
  19. 19. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Ria Abendan April 2011 http://kavellana.blogspot.com
  20. 20. 1. Marketing Information System (MIS) consists of the following except: http://kavellana.blogspot.com <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>
  21. 21. A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers <ul><li>People, Systems, and Company Policies </li></ul><ul><li>People, Assets, and Processes </li></ul><ul><li>People, Equipment, and Procedures </li></ul><ul><li>People, Infrastructure, and Policies </li></ul><ul><li>All of the above </li></ul>Improved Question
  22. 22. Marketing Information System (MIS) http://kavellana.blogspot.com <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>
  23. 23. A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers <ul><li>People, Systems, and Company Policies </li></ul><ul><li>People, Assets, and Processes </li></ul><ul><li>People, Equipment, and Procedures </li></ul><ul><li>People, Infrastructure, and Policies </li></ul><ul><li>All of the above </li></ul>Improved Question
  24. 24. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Ria Abendan 15th April ’2011
  25. 25. #4: ____ is the set of consumers who have interest and access to a market offer. <ul><li>A. Potential market </li></ul><ul><li>B. Available market </li></ul><ul><li>C. Target market </li></ul><ul><li>D. Penetrated market </li></ul><ul><li>E. None of the above </li></ul>
  26. 26. If I have interest and access to your specific market offer, I’m part of your: <ul><li>A. Potential market </li></ul><ul><li>B. Available market </li></ul><ul><li>C. Target market </li></ul><ul><li>D. Penetrated market </li></ul><ul><li>E. None of the above </li></ul>Improved Question
  27. 27. Concept : What are the measures of market demand? Potential Market Target Market Penetrated Market Available Market consumers having interest, income and access consumers buying company’s product! qualified available market company decides to pursue consumers professing sufficient level of interest
  28. 28. Target Market: 90 Mn mobile phone users in prepaid loading business, up to P1.2B texts sent per day! 3 main networks targeting the mass market !
  29. 29. Penetrated market: Hapee Toothpaste&quot; - Philippine-Made, World Class: Pedro's Faith Leads to Success! Penetrated market by challenging the foreign brand!
  30. 30. Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!!
  31. 31. Potential market: Philippines -Potential retirement destination! Is Philippine a potential market as retirement destination??
  32. 32. If I have interest and access to your specific market offer, I’m part of your: <ul><li>A. Potential market </li></ul><ul><li>B. Available market </li></ul><ul><li>C. Target market </li></ul><ul><li>D. Penetrated market </li></ul><ul><li>E. None of the above </li></ul>Improved Question
  33. 33. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven / Ria Abendan April 15, 2011 http://joansoliven.blogspot.com/
  34. 34. 3. It is the feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation. <ul><li>Customer Satisfaction </li></ul><ul><li>Customer Loyalty </li></ul><ul><li>Customer Perceived Value </li></ul><ul><li>Customer Retention </li></ul><ul><li>Customer Survey </li></ul>http://joansoliven.blogspot.com/
  35. 35. If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of: <ul><li>Customer Perceived Value </li></ul><ul><li>Customer Satisfaction </li></ul><ul><li>Customer Dissonance </li></ul><ul><li>Customer Retention </li></ul><ul><li>Customer Regret </li></ul>Improved Question
  36. 36. Customer Satisfaction <ul><li>The feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation. </li></ul>http://joansoliven.blogspot.com/
  37. 37. Characteristics of Highly Satisfied customers <ul><li>Stays loyal longer </li></ul><ul><li>Buys more </li></ul><ul><li>Upgrades existing </li></ul><ul><li> product </li></ul><ul><li>Talks favorably </li></ul><ul><li> to others </li></ul><ul><li>Pay less attention to competing brands </li></ul><ul><li>Less sensitive to price </li></ul><ul><li>Offers product and service idea </li></ul>Source: Marketing Management 13 th Edition by Philip Kotler
  38. 38. If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of: <ul><li>Customer Perceived Value </li></ul><ul><li>Customer Satisfaction </li></ul><ul><li>Customer Dissonance </li></ul><ul><li>Customer Retention </li></ul><ul><li>Customer Regret </li></ul>Improved Question
  39. 39. Analyzing Consumer Markets Rustie M. Fidel / Ria Abendan April 15, 2011 Top 10 Learning Questions for Chapter 06 : http://rustie27.blogspot.com/
  40. 40. 8. _____________ is a term that refers to the tendency of people to interpret information in a way that will support what they already believe. <ul><li>Selective Attention </li></ul><ul><li>Selective Distortion </li></ul><ul><li>Selective Retention </li></ul><ul><li>Subliminal Perception </li></ul><ul><li>None of the Above </li></ul>http://rustie27.blogspot.com/ http://rustie27.blogspot.com/
  41. 41. _____________ is a term that refers to the tendency of people to interpret information in a way that will support what they already believe. <ul><li>Selective Association </li></ul><ul><li>Selective Distortion </li></ul><ul><li>Selective Retention </li></ul><ul><li>Selective Belief </li></ul><ul><li>None of the Above </li></ul>Improved Question
  42. 42. Concept # 8 Perception Selective Attention Selection Retention Subliminal Perception Selective Distortion http://rustie27.blogspot.com/ http://rustie27.blogspot.com/
  43. 43. _____________ is a term that refers to the tendency of people to interpret information in a way that will support what they already believe. <ul><li>Selective Association </li></ul><ul><li>Selective Distortion </li></ul><ul><li>Selective Retention </li></ul><ul><li>Selective Belief </li></ul><ul><li>None of the Above </li></ul>http://rustie27.blogspot.com/ Improved Question
  44. 44. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Ria Abendan 15 April 2011
  45. 45. 2. What three views affect one’s culture? (Slide 5) <ul><li>A. View of Self, Relationship to others, Relationship to children </li></ul><ul><li>B. View of Self, Relationship to God, Rituals </li></ul><ul><li>C. Relationship to others, Social taboos, View of Self </li></ul><ul><li>D. View of Self, relationship to others, Rituals </li></ul><ul><li>E. None of the above. </li></ul>
  46. 46. What three views affect one’s culture? <ul><li>1) View of Self 2) Relationship with others </li></ul><ul><li>3) Relationship with God 4) Rituals </li></ul><ul><li>1, 2 & 3 </li></ul><ul><li>2, 3 & 4 </li></ul><ul><li>1, 3 & 4 </li></ul><ul><li>1, 2 & 4 </li></ul><ul><li>None of the above </li></ul>Improved Question
  47. 47. Cultural Factors Cultural View of self Relationship to others Rituals Kotler, Keller. Marketing Management, 13 th Edition. Concept 1:
  48. 48. These affect one’s culture: Cultural View of self Relationship to others Rituals Kotler, Keller. Marketing Management, 13 th Edition. Concept 1:
  49. 49. What three views affect one’s culture? <ul><li>1) View of Self 2) Relationship with others </li></ul><ul><li>3) Relationship with God 4) Rituals </li></ul><ul><li>1, 2 & 3 </li></ul><ul><li>2, 3 & 4 </li></ul><ul><li>1, 3 & 4 </li></ul><ul><li>1, 2 & 4 </li></ul><ul><li>None of the above </li></ul>Improved Question
  50. 50. http://sheilanorturingan.blogspot.com Chapter 8 Identifying Market Segments &Targets Sheilanor C. Turingan / Ria Abendan April 14, 2011 TOP 10 Learning Questions for
  51. 51. 5. Which of the ff statements is true: <ul><li>The key to consumer market segmentation is recognizing customer differences. </li></ul><ul><li>Behavioral segmentation divides buyers based on traits, values or lifestyle. </li></ul><ul><li>Psychographic variables include religion, education, race and social class. </li></ul><ul><li>Demographic variables are seldom associated with consumer needs and wants. </li></ul><ul><li>All of the above </li></ul>http://sheilanorturingan.blogspot.com
  52. 52. The key to consumer market segmentation is: <ul><li>Understanding customer behavior </li></ul><ul><li>Recognizing customer differences </li></ul><ul><li>Identifying customer segments </li></ul><ul><li>Defeating competition with mass marketers </li></ul><ul><li>Implementing niche marketing </li></ul>Improved Question
  53. 53. http://sheilanorturingan.blogspot.com Geographic by continent by country by region Psychographic lifestyle activities by cities Bases for segmenting consumer markets:
  54. 54. The key to consumer market segmentation is: <ul><li>Understanding customer behavior </li></ul><ul><li>Recognizing customer differences </li></ul><ul><li>Identifying customer segments </li></ul><ul><li>Defeating competition with mass marketers </li></ul><ul><li>Implementing niche marketing </li></ul>Improved Question
  55. 55. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray / Ria Abendan April 15, 2011 http://annaguray06.blogspot.com
  56. 56. 1. _______ are associations/benefits that can be shared with other brands. <ul><li>Points-of-Parity </li></ul><ul><li>Points-of-Difference </li></ul><ul><li>Brand Image </li></ul><ul><li>Brand Concept </li></ul><ul><li>Points-of-Value </li></ul>
  57. 57. ________are associations that are not necessarily unique to the brand but may be shared with other brands. <ul><li>Points-of-Difference </li></ul><ul><li>Points-of-Positioning </li></ul><ul><li>Points-of-Parity </li></ul><ul><li>Points-of-Associations </li></ul><ul><li>Points-of-Value </li></ul>Improved Question
  58. 58. POPs are POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com
  59. 59. ________are associations that are not necessarily unique to the brand but may be shared with other brands. <ul><li>Points-of-Difference </li></ul><ul><li>Points-of-Positioning </li></ul><ul><li>Points-of-Parity </li></ul><ul><li>Points-of-Associations </li></ul><ul><li>Points-of-Value </li></ul>Improved Question
  60. 60. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao / Ria Abendan April 2011
  61. 61. 7. The following are specific attack strategies for competition except <ul><li>Product Launch </li></ul><ul><li>Lower priced goods </li></ul><ul><li>Product Discounts </li></ul><ul><li>Product Innovation </li></ul><ul><li>Value priced goods </li></ul>
  62. 62. The following are specific attack strategies for competition except <ul><li>Product Innovation, Prestige Goods, Value-priced Goods </li></ul><ul><li>Intensive Advertising Promotions, Distribution Innovation, Lower-priced Goods </li></ul><ul><li>Product Launch, Improved Technology, Manufacturing Risk-Reduction </li></ul><ul><li>Product Proliferation, Prestige Goods, Improved Service </li></ul><ul><li>None of the Above </li></ul>Improved Question
  63. 63. Determine specific attack strategies for effective competition. Lower Priced Goods Product Discounts Prestige Goods Product Innovation Improved Service Distribution Innovation Intensive Advertising Promotion Manufacturing –Cost Reduction Product Proliferation Value-priced Goods
  64. 64. Determine specific attack strategies for effective competition. Lower Priced Goods Product Discounts Prestige Goods Product Innovation Improved Service Distribution Innovation Intensive Advertising Promotion Manufacturing –Cost Reduction Product Proliferation Value-priced Goods
  65. 65. The following are specific attack strategies for competition except <ul><li>Product Innovation, Prestige Goods, Value-priced Goods </li></ul><ul><li>Intensive Advertising Promotions, Distribution Innovation, Lower-priced Goods </li></ul><ul><li>Product Launch, Improved Technology, Manufacturing Risk-Reduction </li></ul><ul><li>Product Proliferation, Prestige Goods, Improved Service </li></ul><ul><li>None of the Above </li></ul>Improved Question
  66. 66. TOP 10 Learning Questions for Setting Product Strategy #12 Ivy Villamor / Ria Abendan April 14, 2011
  67. 67. 2. Which of the items below is a basic component of an attractive market offering to customers? <ul><li>Product line Up-Market Stretch </li></ul><ul><li>Services Mixes & Quality </li></ul><ul><li>Core benefit </li></ul><ul><li>Percentage contribution to Sales and Profits </li></ul><ul><li>All of the above </li></ul>
  68. 68. Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________. <ul><li>Process Efficiency & Quality </li></ul><ul><li>Operational Efficiency & Quality </li></ul><ul><li>Product Excellence & Quality </li></ul><ul><li>Customer Experience & Quality </li></ul><ul><li>Value-Based Prices </li></ul>Improved Question
  69. 69. <ul><li>Value-based prices </li></ul>Product Features & Quality Services Mix & Quality <ul><li>Customers always judge market offering on three basic elements </li></ul>Concept 1: WOW Customer by Satisfying the 3 Components of Market Offering… Attractiveness of the Market Offering
  70. 70. Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________. <ul><li>Process Efficiency & Quality </li></ul><ul><li>Operational Efficiency & Quality </li></ul><ul><li>Product Excellence & Quality </li></ul><ul><li>Customer Experience & Quality </li></ul><ul><li>Value-Based Prices </li></ul>Improved Question
  71. 71. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao / Ria Abendan April 2011 rgwenceslao.blogspot.com
  72. 72. 10. In developing brand strategies, one should do ________? 4 <ul><li>Devise brand strategy </li></ul><ul><li>Establish image dimensions </li></ul><ul><li>Choose brand elements </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>
  73. 73. In developing brand strategies, marketers should devise the brand strategy, choose the brand elements, and establish the ___________. 4 <ul><li>Image Model </li></ul><ul><li>Image Dimensions </li></ul><ul><li>Image Association </li></ul><ul><li>Image Classification </li></ul><ul><li>None of the above </li></ul>Improved Question
  74. 74. 10. Developing Brand Strategies for Services 13 Choosing Brand Elements Establishing Image Dimensions Devising Brand Strategy
  75. 75. In developing brand strategies, marketers should devise the brand strategy, choose the brand elements, and establish the ___________. 4 <ul><li>Image Model </li></ul><ul><li>Image Dimensions </li></ul><ul><li>Image Association </li></ul><ul><li>Image Classification </li></ul><ul><li>None of the above </li></ul>Improved Question
  76. 76. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza / Abendan April 15, 2011 meghanngettingthere.blogspot.com
  77. 77. 5. Which of the following is NOT a goal of companies in positioning their market offering? <ul><li>Greatest Market Share </li></ul><ul><li>Product-quality Leadership </li></ul><ul><li>Largest Market Skimming </li></ul><ul><li>Product-price Leadership </li></ul><ul><li>Maximum Current Profit </li></ul>meghanngettingthere.blogspot.com
  78. 78. Included in the 5 major pricing objectives are: <ul><li>Maximum Market Share & Maximum Current Profit </li></ul><ul><li>Survival and Product-Quality Leadership </li></ul><ul><li>Partial Cost Recovery and Maximum Market Skimming </li></ul><ul><li>Survival and Product-Quality Leadership </li></ul><ul><li>All of the above </li></ul>Improved Question
  79. 79. Setting Price STEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  80. 80. The price set by the company helps them achieve their GOAL in the MARKET. Setting the RIGHT PRICE allows a company to adjust its production to make them an industry leader. meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  81. 81. Included in the 5 major pricing objectives are: <ul><li>Maximum Market Share & Maximum Current Profit </li></ul><ul><li>Survival and Product-Quality Leadership </li></ul><ul><li>Partial Cost Recovery and Maximum Market Skimming </li></ul><ul><li>Survival and Product-Quality Leadership </li></ul><ul><li>All of the above </li></ul>Improved Question
  82. 82. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao / Ria Abendan Apr. 5.2011 http://zhaointote.blogspot.com/
  83. 83. How many models of marketing communication mix? <ul><li>A. 2 </li></ul><ul><li>B. 4 </li></ul><ul><li>C. 6 </li></ul><ul><li>D. 8 </li></ul><ul><li>E. 10 </li></ul>http://zhaointote.blogspot.com/
  84. 84. The following are examples of models of marketing communications EXCEPT: <ul><li>A. Events and experiences </li></ul><ul><li>B. Word of Mouth </li></ul><ul><li>C. Personal Selling </li></ul><ul><li>D. Feedback Control </li></ul><ul><li>E. Advertising </li></ul>Improved Question
  85. 85. Models of Marketing Communications Direct marketing Word of mouth Advertising Sales promotion PRs & Publicity Interactive Marketing Personal Selling Events and experiences
  86. 86. Marketing Communication mix (8 major models of Communication) <ul><li>Advertising </li></ul><ul><li>Any paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor. </li></ul><ul><li>Sales Promotion </li></ul><ul><li>A variety of short-term incentives to encourage trial or purchase of a product or service </li></ul><ul><li>Events and experience </li></ul><ul><li>Company-sponsored activities and programs designed to create daily or special brand-related interactions </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>A program designed to promote or protect a company's image or its individual products </li></ul>http://zhaointote.blogspot.com/
  87. 87. Marketing Communication mix (8 major models of Communication) <ul><li>Direct Marketing </li></ul><ul><li>User of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects. </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Online activities and programs designed to engaged customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services </li></ul><ul><li>Word- of - Mouth Marketing </li></ul><ul><li>People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services. </li></ul><ul><li>Personal Selling </li></ul><ul><li>Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. </li></ul>http://zhaointote.blogspot.com/
  88. 88. The following are examples of models of marketing communications EXCEPT: <ul><li>A. Events and experiences </li></ul><ul><li>B. Word of Mouth </li></ul><ul><li>C. Personal Selling </li></ul><ul><li>D. Feedback Control </li></ul><ul><li>E. Advertising </li></ul>Improved Question
  89. 89. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales / Ria Abendan April 14, 2011
  90. 90. Which of the following does not fall under “Levels of Service”? <ul><li>Self-Service </li></ul><ul><li>Self-Selection </li></ul><ul><li>Limited Service </li></ul><ul><li>Full Service </li></ul><ul><li>Personal Service </li></ul>Question 1
  91. 91. Which of the following does not fall under “Levels of Service”? <ul><li>Self-Service </li></ul><ul><li>Personal Service </li></ul><ul><li>Limited Service </li></ul><ul><li>A and B </li></ul><ul><li>B and C </li></ul>Improved Question
  92. 92. Levels of Service Source: Marketing Management 13 th Ed by Philip Kotler
  93. 93. Levels of Service <ul><li>Self-Service </li></ul><ul><ul><li>Customer serves himself (getting slurpee, hotdog sandwich, soda) </li></ul></ul><ul><li>Self-Selection </li></ul><ul><ul><li>Customer chooses from given selection </li></ul></ul><ul><li>Limited Service </li></ul><ul><ul><li>Provides service to a certain extent </li></ul></ul><ul><li>Full Service </li></ul><ul><ul><li>Provides service from start to end of purchase </li></ul></ul>Source: Marketing Management 13 th Ed by Philip Kotler
  94. 94. Which of the following does not fall under “Levels of Service”? <ul><li>Self-Service </li></ul><ul><li>Personal Service </li></ul><ul><li>Limited Service </li></ul><ul><li>A and B </li></ul><ul><li>B and C </li></ul>Improved Question
  95. 95. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong / Ria Abendan April 2011
  96. 96. 1. Which of the 5Ms refers to the evaluation of advertising impact on sales? <ul><li>Money </li></ul><ul><li>Mission </li></ul><ul><li>Media </li></ul><ul><li>Message </li></ul><ul><li>None of the above </li></ul>
  97. 97. The 5Ms in developing an advertising program are money, mission, media, ________, and ________ <ul><li>Mechanics and Model </li></ul><ul><li>Measurement and Message </li></ul><ul><li>Measurement and Mechanics </li></ul><ul><li>Market Channel and Model </li></ul><ul><li>Mechanics and Market Channel </li></ul>Improved Question
  98. 98. In developing an advertising program, remember 5M’s! Reference: Philip Kotler’s Marketing Management, 13 th edition
  99. 99. It helps to answer the following questions… Reference: Philip Kotler’s Marketing Management, 13 th edition
  100. 100. How do we evaluate the results? Sales Impact Communication Impact
  101. 101. The 5Ms in developing an advertising program are money, mission, media, ________, and ________ <ul><li>Mechanics and Model </li></ul><ul><li>Measurement and Message </li></ul><ul><li>Measurement and Mechanics </li></ul><ul><li>Market Channel and Model </li></ul><ul><li>Mechanics and Market Channel </li></ul>Improved Question
  102. 102. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Ria Abendan April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
  103. 103. 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>http://ph.linkedin.com/in/francisbensoncabehugo
  104. 104. This advertising objective aims to stimulate repeat purchase of products: <ul><li>Repeat advertising </li></ul><ul><li>Consistent advertising </li></ul><ul><li>Reminder advertising </li></ul><ul><li>Reinforcement advertising </li></ul><ul><li>None of the above </li></ul>Improved Question
  105. 105. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
  106. 106. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
  107. 107. This advertising objective aims to stimulate repeat purchase of products: <ul><li>Repeat advertising </li></ul><ul><li>Consistent advertising </li></ul><ul><li>Reminder advertising </li></ul><ul><li>Reinforcement advertising </li></ul><ul><li>None of the above </li></ul>Improved Question
  108. 108. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon / Ria Abendan April 15, 2011 http://louiemarkquizon.blogspot.com
  109. 109. 7. ________ is an individual’s decision to become a regular user of the product <ul><li>Awareness </li></ul><ul><li>Interest </li></ul><ul><li>Evaluation </li></ul><ul><li>Trial </li></ul><ul><li>Adoption </li></ul>http://louiemarkquizon.blogspot.com
  110. 110. If I decide to become a regular user of Product X, I am in what stage? <ul><li>Purchase </li></ul><ul><li>Retention </li></ul><ul><li>Loyalty </li></ul><ul><li>Adoption </li></ul><ul><li>None of the above </li></ul>Improved Question
  111. 111. http://louiemarkquizon.blogspot.com How does a Consumer Adopt to a New Product and Service?
  112. 112. http://louiemarkquizon.blogspot.com The consumer becomes aware of the innovation but lacks information about it
  113. 113. http://louiemarkquizon.blogspot.com The consumer is stimulated to seek information about the innovation
  114. 114. http://louiemarkquizon.blogspot.com The consumer considers whether to try the innovation
  115. 115. http://louiemarkquizon.blogspot.com The consumer tries the innovation to improve his or her estimate of its value
  116. 116. http://louiemarkquizon.blogspot.com The consumer decides to make full and regular use of the innovation
  117. 117. http://louiemarkquizon.blogspot.com Example: Juan’s adoption of Mang Inasal
  118. 118. http://louiemarkquizon.blogspot.com Example: Juan’s adoption of Mang Inasal
  119. 119. http://louiemarkquizon.blogspot.com Juan becomes aware of this new restaurant that serves Chicken Inasal at a low price…
  120. 120. http://louiemarkquizon.blogspot.com The low price and the unlimited rice intrigues him to seek more information…
  121. 121. http://louiemarkquizon.blogspot.com He contemplates on whether he will try the product…
  122. 122. http://louiemarkquizon.blogspot.com He tries the product to feed his curiousness…
  123. 123. http://louiemarkquizon.blogspot.com Juan likes Mang Inasal very much! He then decides to go there every Friday.
  124. 124. If I decide to become a regular user of Product X, I am in what stage? <ul><li>Purchase </li></ul><ul><li>Retention </li></ul><ul><li>Loyalty </li></ul><ul><li>Adoption </li></ul><ul><li>None of the above </li></ul>Improved Question
  125. 125. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. / Ria Abendan April 14, 2011 www.leeaizabelsandel.blogspot.com
  126. 126. 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. <ul><li>Product Discovery </li></ul><ul><li>Product Invention </li></ul><ul><li>Product Improvement </li></ul><ul><li>Product Adaptation </li></ul><ul><li>None of the above </li></ul>www.leeaizabelsandel.blogspot.com
  127. 127. 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. <ul><li>Product Discovery </li></ul><ul><li>Product Invention </li></ul><ul><li>Product Conceptualization </li></ul><ul><li>Product Market Testing </li></ul><ul><li>Product Integration </li></ul>Improved Question
  128. 128. International Product and Communication Strategies Product www.leeaizabelsandel.blogspot.com Develop New Product Adapt Product Do Not Change Product Dual adaptation Product adaptation Product invention Do Not Change Communication Adapt Communication Straight extension Communication adaptation Communication
  129. 129. Product Invention <ul><li>PRODUCT INVENTION- is a costly strategy, but the payoffs can be great, particularly if a company can parlay a product innovation into other countries. Sometimes the innovation even works at home. </li></ul>www.leeaizabelsandel.blogspot.com
  130. 130. 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. <ul><li>Product Discovery </li></ul><ul><li>Product Invention </li></ul><ul><li>Product Conceptualization </li></ul><ul><li>Product Market Testing </li></ul><ul><li>Product Integration </li></ul>Improved Question
  131. 131. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Ria Abendan April 14, 2011 miralynnserrano.blogspot.com
  132. 132. <ul><li>Proficiency </li></ul><ul><li>Simplicity </li></ul><ul><li>Efficiency </li></ul><ul><li>Stability </li></ul><ul><li>Integrity </li></ul>1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ . miralynnserrano.blogspot.com
  133. 133. <ul><li>Geographic Organization </li></ul><ul><li>Market-Management Organization </li></ul><ul><li>Brand-Management Organization </li></ul><ul><li>Creative Organization </li></ul><ul><li>Functional Organization </li></ul>What is the most common form of marketing organization, one that ensures administrative simplicity? Improved Question
  134. 134. FUNCTIONAL ORGANIZATION 5 miralynnserrano.blogspot.com is the most COMMON form of Marketing organization and for Administrative SIMPLICITY
  135. 135. Effective Internal Marketing using FUNCTIONAL ORGANIZATION 7 miralynnserrano.blogspot.com Marketing Vice President Consists of FINGERS as Specialists or Managers with different Functions
  136. 136. <ul><li>Geographic Organization </li></ul><ul><li>Market-Management Organization </li></ul><ul><li>Brand-Management Organization </li></ul><ul><li>Creative Organization </li></ul><ul><li>Functional Organization </li></ul>What is the most common form of marketing organization, one that ensures administrative simplicity? Improved Question

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