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REVISED LEARNING QUESTIONS <br />Sheilanor  C. Turingan<br />April 29, 2011<br />http://sheilanorturingan.blogspot.com<br />
10 QuestionsChapter 2: Developing MarketingStrategies and Plans<br />Steven  Y. Andrada/Shy Turingan<br />April 15, 2011<b...
1. According to Nirmalya Kumar, All of the following are the 3 V’s approach to marketing, except?<br />Value Segment<br />...
1. Marketing approach that identifies and satisfies the unmet needs of the target market<br />Value Segment<br />Value Pre...
3 V’s Approach to Marketing<br />4/73<br />http://sheilanorturingan.blogspot.com<br />
Define customer and needs<br />3 V’s Approach to Marketing<br />5/73<br />Question 1:<br />http://sheilanorturingan.blogsp...
Identify and satisfy an unmet need that your target market possesses.<br />3 V’s Approach to Marketing<br />6/73<br />Ques...
System of partnerships and alliances that a firm creates to source, augment and deliver its offerings.<br />3 V’s Approach...
1. Marketing approach that identifies and satisfies the unmet needs of the target market<br />Value Segment<br />Value Pre...
TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment<br />Ma. Katrina S. Avellana/Shy Turing...
1. Marketing Information System (MIS) consists of the following except: <br />People<br />Equipment<br />Information<br />...
1. Marketing Information System (MIS) consists of the following except: <br />People<br />Equipment<br />Information<br />...
Marketing Information System (MIS)<br /><ul><li>Consists of people, equipment and procedures to gather, sort, analyze, eva...
1. Marketing Information System (MIS) consists of the following except: <br />People<br />Equipment<br />Information<br />...
TOP 10 Learning Questions forCreating Customer Value, Satisfaction & Loyalty and Ch 5 <br />Joan Soliven/ Shy Turingan<br ...
1. Difference between what the customer gets and what he or she gives for different possible choices.<br />A. Customer Sat...
1. Difference between what the customer gets and what he or she gives for different possible choices.<br />A. Customer Sat...
Customer Perceived Value <br />Difference between what the customer gets and what he or she gives for different possible c...
Consumers are more educated and informed, they seek out superior alternatives <br />	Dell offering better service than HP,...
1. Difference between what the customer gets and what he or she gives for different possible choices.<br />A. Customer Sat...
TOP 10 Learning Questions for<br />Chapter 4: Conducting Marketing Research and Forecasting Demand<br />MeghaBehani/ Shy T...
#1: In order to generate primary data, which amongst the following research approaches use concepts and tools from anthrop...
The following are various research approaches except:<br />A. Behavioural Data Research<br />B. Demographic Research<br />...
Concept: What are the various research approaches to gather primary data?<br />Observational <br />Ethnographic <br />Focu...
The following are various research approaches except:<br />A. Behavioural Data Research<br />B. Demographic Research<br />...
TOP 10 Learning Questions for<br />Ch6: Analyzing Consumer Markets<br />Roleigh “Rolly” Tuazon/Shy Turingan<br />15 April ...
4. What is NOT a personal factor? <br />A. Life-Cycle Stage<br />B. Personality <br />C. Values<br />D. Only two of the ab...
4. What is NOT a personal factor? <br />A. Life-Cycle Stage<br />B. Personality <br />C. Values<br />D. Occupation<br />E....
Personal Factors<br />29<br />Concept 5:<br />Age<br />Life-Cycle Stage<br />Occupation<br />Self-Concept<br />Lifestyle<b...
4. What is NOT a personal factor? <br />A. Life-Cycle Stage<br />B. Personality <br />C. Values<br />D. Occupation<br />E....
TOP 10 Learning Questions for<br />Ch 9: Creating Brand Equity<br />Soleil Gan/Shy Turingan<br />April 2011<br />http://sh...
1. Which of the following is NOT a component of Brand Equity?<br />Relevance<br />Energy<br />Esteem<br />Individuality<br...
1. A component of Brand Equity which measures the degree to which brand is seen as different from the others<br />Relevanc...
Individuality is not a component of brand equity, rather it is…<br />4<br />BRAND EQUITY<br />Differentiation<br />-measur...
1. A component of Brand Equity which measures the degree to which brand is seen as different from the others.<br />Relevan...
TOP 10 Questions for<br />Chapter 10:<br />Crafting the Brand Positioning<br />Anna Katrina L. Guray/ Shy Turingan<br />Ap...
1.          are associations/benefits that can be shared with other brands.<br />Points-of-Parity<br />Points-of-Differenc...
1.          are associations/benefits that can be shared with other brands.<br />Points-of-Parity<br />Points-of-Differenc...
TOP 10 Learning Questions for<br />Chapter 10<br />Crafting the Brand Positioning<br />Pearl Hazelle S. Velasco/ Shy Turin...
3. The Product Life Cycle is composed 	of the following except<br />Introduction<br />Decline<br />Growth<br />Maturity<br...
3. Rapid  market acceptance and substantial profit improvement happen on which stage of product life cycle?<br />Introduct...
The Product Life Cycle has four stages…<br />42<br />Introduction – slow sales growth and product is introduced in the mar...
The graph shows the PRODUCT LIFE CYCLE.<br />43<br />http://sheilanorturingan.blogspot.com<br />
3. Rapid  market acceptance and substantial profit improvement happen on which stage of product life cycle?<br />Introduct...
TOP 10 Learning Concepts for<br />Chapter 11:<br />Dealing with Competition<br />Lady CharmayneHao/ Shy Turingan<br />Apri...
1. Which of the following is true?<br />In threat of segment rivalry, a segment is unattractive if it does not contain num...
1. Barriers to entry include the following, except:<br />Economies of scale<br />Product Differentiation<br />Capital Requ...
“Threat of new entrants” refers to the threat existing competitors face upon new competitors<br />48<br />Barriers to entr...
1. Barriers to entry include the following, except:<br />Economies of scale<br />Product Differentiation<br />Capital Requ...
TOP 10 Learning QuestionsCh 13 Designing and Managing Services<br />Ronald Patrick G. Wenceslao/<br />Shy Turingan<br />Ap...
4<br />4. Which of the following is a characteristic of a service?<br />Adaptability<br />Flexibility<br />Perishability<b...
4<br />4. Which of the following is not a characteristic of a service?<br />Adaptability<br />Flexibility<br />Perishabili...
6<br />Characteristics of Services<br />Intangibility<br />Inseparability<br />Variability<br />Perishability<br />http://...
4<br />4. Which of the following is not a characteristic of a service?<br />Adaptability<br />Flexibility<br />Perishabili...
TOP 10 Learning Questions for<br />Ch 14 Developing Pricing Strategies and Programs<br />Meghann Zaragoza/Shy turingan<br ...
1. Consumers use PRICE as an indicator of _____________.<br />Product Comparability<br />Product Quantity<br />Product Sup...
1. Consumers use PRICE as an indicator of _____________.<br />Product Comparability<br />Product Quantity<br />Product Sup...
Consumers arrive at Price Perceptions via 4 Key Points<br />Reference Prices<br />Price – quality Inferences<br />Price En...
59<br />Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS<br />400 Tablets<br />270 Tablets<br /...
1. Consumers use PRICE as an indicator of _____________.<br />Product Comparability<br />Product Quantity<br />Product Sup...
TOP 10 Learning Questions for<br />Chapter 16 – Managing Retailing, Wholesaling, and Logistics<br />Joseph Gabriel N. Mora...
Question 7<br />All are part of marketing decisions of retailers except:<br />Target Market<br />Prices<br />Services<br /...
Question 7<br />Product Assortment includes the ff except:<br />Length <br />Breadth<br />Depth<br />Consistency<br />Cost...
Product Assortment<br /><ul><li>What products and variety will be offered?
Broadness & depth of products?</li></ul>64<br />Shallow<br />Deep<br />Broad<br />Narrow<br />Source: Marketing Management...
Product Assortment<br /><ul><li>What products and variety will be offered?
Length (# of products in the product line)
Breadth (# of products company offers)
Depth (Different varieties of product)
Consistency (Rel. bet. Products in their final destination)</li></ul>65<br />Source: Marketing Management 13th Ed by Phili...
Question 7<br />Product Assortment includes the ff except:<br />Length <br />Breadth<br />Depth<br />Consistency<br />Cost...
TOP 10 Learning Question for<br />Chapter 17 Designing and Managing Integrated Marketing<br />Yang Zhao/Shy Turingan<br />...
How many models of marketing communication mix?<br />A. 2<br />B. 4<br />C. 6<br />D. 8<br />E. 10<br />http://sheilanortu...
A variety of short-term incentives to encourage trial or purchase of a product or service <br />A. Advertising<br />B. Sal...
Marketing Communication mix (8 major models of Communication)<br />Advertising<br />     Any paid form of non-personal and...
Marketing Communication mix (8 major models of Communication)<br />Direct Marketing<br />     User of mail, Tel, fax, e-ma...
A variety of short-term incentives to encourage trial or purchase of a product or service <br />A. Advertising<br />B. Sal...
TOP 10 Learning Questions for<br />Chapter 18 Managing Mass Communications<br />Francis Benson C. Hugo/ Shy Turingan<br />...
7. Which  of the following refers to any paid form of nonpersonal presentation & promotion of ideas, goods or services by ...
7. Mass Communication uses the following tools except:<br />Public Relations<br />Events & Experience<br />Advertising<br ...
<ul><li>Public relations </li></ul>	- maintaining public image for the business<br />a. speaking at conferences<br />		b. ...
<ul><li>Events and experiences</li></ul>	- becoming part of relevant<br />		 moments<br />77<br />Mass Communications use ...
<ul><li>Advertising</li></ul>	- persuading an audience to <br />	purchase or take some action on:<br /><ul><li>products
ideas
services</li></ul>78<br />Mass Communications use 4 PEAS tools<br />http://sheilanorturingan.blogspot.com<br />
<ul><li>Sales promotions</li></ul>	- providing incentives to customers<br />		to stimulate immediate sales<br />Examples:<...
product samples
premiums
freebies
contests
rebates</li></ul>79<br />Mass Communications use 4 PEAS tools<br />http://sheilanorturingan.blogspot.com<br />
7. Mass Communication uses the following tools except:<br />Public Relations<br />Events & Experience<br />Advertising<br ...
TOP 10 Learning Questions for<br />Ch18: Managing Mass Communications<br />Ira A. Ong/ Shy Turingan<br />April 2011<br />h...
1. Which of the 5Ms refers to the evaluation of advertising impact on sales?<br />Money<br />Mission<br />Media<br />Messa...
1. 5Ms of Advertising Program includes the ff except:<br />Money<br />Mission<br />Media<br />Measurement<br />Mass Commun...
In developing an advertising program, remember 5M’s!<br />Reference: Philip Kotler’s Marketing Management, 13th edition<br...
It helps to answer the following questions…<br />Reference: Philip Kotler’s Marketing Management, 13th edition<br />http:/...
How do we evaluate the results?<br />Sales Impact<br />Communication Impact<br />http://sheilanorturingan.blogspot.com<br />
1. 5Ms of Advertising Program includes the ff except:<br />Money<br />Mission<br />Media<br />Measurement<br />Mass Commun...
TOP 10 Learning Questions forCh 19: Managing Personal Communications<br />Caroline P. Quarte/ Shy Turingan<br />April 2011...
1. _____ is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketi...
The following are examples of Direct Marketing except:<br />Question<br />Catalog<br />Direct Mail<br />Telemarketing<br /...
TOP 10 Learning Questions for<br />Chapter 20 Introducing New Market Offerings<br />Louie Mark Quizon/ Shy Turingan<br />A...
10. In the characteristics of an innovation, the following statements are true except:<br />Relative advantage is the degr...
10. The ff are features of Innovation, except:<br />Relative Advantage<br />Compatibility<br />Complexity<br />Diversity<b...
What are the Features that Distinguishes an Innovation?<br />Relative Advantage<br />Compatibility<br />http://sheilanortu...
Innovation = better than the superseded idea<br />Relative Advantage<br />Compatibility<br />http://sheilanorturingan.blog...
Harmony between innovation and values/norms of adopters<br />Relative Advantage<br />Compatibility<br />http://sheilanortu...
Gauge of difficulty in understanding/using the innovation<br />Complexity<br />Divisibility<br />http://sheilanorturingan....
Tried on a limited basis?<br />Complexity<br />Divisibility<br />http://sheilanorturingan.blogspot.com<br />98<br />
Beneficial results are observable and describable<br />Communicability<br />http://sheilanorturingan.blogspot.com<br />99<...
10. The ff are features of Innovation, except:<br />Relative Advantage<br />Compatibility<br />Complexity<br />Diversity<b...
TOP 10 Learning Questions for<br />Tapping into Global Markets 21<br />Sandel, Lee Aizabel L./ Shy Turingan<br />April 14,...
102<br />6. Finnish cellular phone superstar Nokia customized its 6100 series phone for every major market. This is an exa...
Which of the ff statements is true?<br />103<br />Product Innovation alters the products to meet the local conditions or p...
Product<br />International Product and  Communication Strategies<br />104<br />Develop New <br />Product<br />Adapt<br />P...
Product adaptation<br />105<br />PRODUCT ADAPTATION- alters the products to meet the local conditions or preferences. Wher...
Which of the ff statements is true?<br />106<br />Product Innovation alters the products to meet the local conditions or p...
TOP 10 Learning Questions for<br />Chapter 22: Managing A Holistic Marketing Organization For The Long Run<br />Mira Lynn ...
6. The following are different types of Marketing Control, except: <br />Annual Plan Control<br />Efficiency Control<br />...
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  1. 1. REVISED LEARNING QUESTIONS <br />Sheilanor C. Turingan<br />April 29, 2011<br />http://sheilanorturingan.blogspot.com<br />
  2. 2. 10 QuestionsChapter 2: Developing MarketingStrategies and Plans<br />Steven Y. Andrada/Shy Turingan<br />April 15, 2011<br />http://sheilanorturingan.blogspot.com<br />1/73<br />
  3. 3. 1. According to Nirmalya Kumar, All of the following are the 3 V’s approach to marketing, except?<br />Value Segment<br />Value Preposition<br />Value Positioning<br />Value Network<br />None of the above<br />8/73<br />http://sheilanorturingan.blogspot.com<br />
  4. 4. 1. Marketing approach that identifies and satisfies the unmet needs of the target market<br />Value Segment<br />Value Preposition<br />Value Positioning<br />Value Network<br />None of the above<br />8/73<br />http://sheilanorturingan.blogspot.com<br />
  5. 5. 3 V’s Approach to Marketing<br />4/73<br />http://sheilanorturingan.blogspot.com<br />
  6. 6. Define customer and needs<br />3 V’s Approach to Marketing<br />5/73<br />Question 1:<br />http://sheilanorturingan.blogspot.com<br />
  7. 7. Identify and satisfy an unmet need that your target market possesses.<br />3 V’s Approach to Marketing<br />6/73<br />Question 1:<br />http://sheilanorturingan.blogspot.com<br />
  8. 8. System of partnerships and alliances that a firm creates to source, augment and deliver its offerings.<br />3 V’s Approach to Marketing<br />7/73<br />Question 1:<br />http://sheilanorturingan.blogspot.com<br />
  9. 9. 1. Marketing approach that identifies and satisfies the unmet needs of the target market<br />Value Segment<br />Value Preposition<br />Value Positioning<br />Value Network<br />None of the above<br />8/73<br />http://sheilanorturingan.blogspot.com<br />
  10. 10. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment<br />Ma. Katrina S. Avellana/Shy Turingan<br />April 2011<br />http://sheilanorturingan.blogspot.com<br />
  11. 11. 1. Marketing Information System (MIS) consists of the following except: <br />People<br />Equipment<br />Information<br />Procedures<br />All of the above<br />http://sheilanorturingan.blogspot.com<br />11<br />
  12. 12. 1. Marketing Information System (MIS) consists of the following except: <br />People<br />Equipment<br />Information<br />Procedures<br />None of the above<br />http://sheilanorturingan.blogspot.com<br />12<br />
  13. 13. Marketing Information System (MIS)<br /><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://sheilanorturingan.blogspot.com<br />13<br />
  14. 14. 1. Marketing Information System (MIS) consists of the following except: <br />People<br />Equipment<br />Information<br />Procedures<br />None of the above<br />http://sheilanorturingan.blogspot.com<br />14<br />
  15. 15. TOP 10 Learning Questions forCreating Customer Value, Satisfaction & Loyalty and Ch 5 <br />Joan Soliven/ Shy Turingan<br />April 15, 2011<br />http://sheilanorturingan.blogspot.com<br />
  16. 16. 1. Difference between what the customer gets and what he or she gives for different possible choices.<br />A. Customer Satisfaction <br />B. Good Service <br />C. Quality Product <br />D. Customer Perceived Value<br />E. Product <br />http://sheilanorturingan.blogspot.com<br />
  17. 17. 1. Difference between what the customer gets and what he or she gives for different possible choices.<br />A. Customer Satisfaction <br />B. Customer Retention<br />C. Customer Loyalty <br />D. Customer Perceived Value<br />E. Customer Survey<br />http://sheilanorturingan.blogspot.com<br />
  18. 18. Customer Perceived Value <br />Difference between what the customer gets and what he or she gives for different possible choices.<br />Source: Marketing Management 13th Edition by Philip Kotler<br />http://sheilanorturingan.blogspot.com<br />
  19. 19. Consumers are more educated and informed, they seek out superior alternatives <br /> Dell offering better service than HP, they outpaced HP before in terms of customer perceived value.<br />Source: Marketing Management 13th Edition by Philip Kotler<br />http://sheilanorturingan.blogspot.com<br />
  20. 20. 1. Difference between what the customer gets and what he or she gives for different possible choices.<br />A. Customer Satisfaction <br />B. Customer Retention<br />C. Customer Loyalty <br />D. Customer Perceived Value<br />E. Customer Survey<br />http://sheilanorturingan.blogspot.com<br />
  21. 21. TOP 10 Learning Questions for<br />Chapter 4: Conducting Marketing Research and Forecasting Demand<br />MeghaBehani/ Shy Turingan<br />15th April ’2011<br />http://sheilanorturingan.blogspot.com<br />
  22. 22. #1: In order to generate primary data, which amongst the following research approaches use concepts and tools from anthropology to understand how people live and work?<br />A. Behavioural Data Research<br />B. Ethnographic Research<br />C. Focus Group Research<br />D. Observational<br />E. Experimentation <br />22<br />http://sheilanorturingan.blogspot.com<br />
  23. 23. The following are various research approaches except:<br />A. Behavioural Data Research<br />B. Demographic Research<br />C. Focus Group Research<br />D. Observational<br />E. Experimentation <br />23<br />http://sheilanorturingan.blogspot.com<br />
  24. 24. Concept: What are the various research approaches to gather primary data?<br />Observational <br />Ethnographic <br />Focus Group <br />Survey<br />Behavioral Data<br />Experimentation<br />24<br />http://sheilanorturingan.blogspot.com<br />
  25. 25. The following are various research approaches except:<br />A. Behavioural Data Research<br />B. Demographic Research<br />C. Focus Group Research<br />D. Observational<br />E. Experimentation <br />25<br />http://sheilanorturingan.blogspot.com<br />
  26. 26. TOP 10 Learning Questions for<br />Ch6: Analyzing Consumer Markets<br />Roleigh “Rolly” Tuazon/Shy Turingan<br />15 April 2011<br />http://sheilanorturingan.blogspot.com<br />
  27. 27. 4. What is NOT a personal factor? <br />A. Life-Cycle Stage<br />B. Personality <br />C. Values<br />D. Only two of the above<br />E. All of the above<br />27<br />http://sheilanorturingan.blogspot.com<br />
  28. 28. 4. What is NOT a personal factor? <br />A. Life-Cycle Stage<br />B. Personality <br />C. Values<br />D. Occupation<br />E. Competence<br />28<br />http://sheilanorturingan.blogspot.com<br />
  29. 29. Personal Factors<br />29<br />Concept 5:<br />Age<br />Life-Cycle Stage<br />Occupation<br />Self-Concept<br />Lifestyle<br />Wealth <br />Personality<br />Values<br />Kotler, Keller. Marketing Management, 13th Edition. <br />http://sheilanorturingan.blogspot.com<br />
  30. 30. 4. What is NOT a personal factor? <br />A. Life-Cycle Stage<br />B. Personality <br />C. Values<br />D. Occupation<br />E. Competence<br />30<br />http://sheilanorturingan.blogspot.com<br />
  31. 31. TOP 10 Learning Questions for<br />Ch 9: Creating Brand Equity<br />Soleil Gan/Shy Turingan<br />April 2011<br />http://sheilanorturingan.blogspot.com<br />
  32. 32. 1. Which of the following is NOT a component of Brand Equity?<br />Relevance<br />Energy<br />Esteem<br />Individuality<br />Knowledge<br />32<br />http://sheilanorturingan.blogspot.com<br />
  33. 33. 1. A component of Brand Equity which measures the degree to which brand is seen as different from the others<br />Relevance<br />Energy<br />Individuality<br />Differentiation<br />Knowledge<br />33<br />http://sheilanorturingan.blogspot.com<br />
  34. 34. Individuality is not a component of brand equity, rather it is…<br />4<br />BRAND EQUITY<br />Differentiation<br />-measures the degree to which a brand is seen as different from others<br />Example:<br />Chuckie chocolate milk advertises CALCI-N as an ingredient<br />versus Moo who doesn’t have said ingredient<br />Differentiation<br />Relevance<br />Energy<br />Knowledge<br />Esteem<br />http://sheilanorturingan.blogspot.com<br />CALCI-N<br />
  35. 35. 1. A component of Brand Equity which measures the degree to which brand is seen as different from the others.<br />Relevance<br />Energy<br />Individuality<br />Differentiation<br />Knowledge<br />35<br />http://sheilanorturingan.blogspot.com<br />
  36. 36. TOP 10 Questions for<br />Chapter 10:<br />Crafting the Brand Positioning<br />Anna Katrina L. Guray/ Shy Turingan<br />April 15, 2011<br />http://sheilanorturingan.blogspot.com<br />
  37. 37. 1. are associations/benefits that can be shared with other brands.<br />Points-of-Parity<br />Points-of-Difference<br />Brand Image<br />Brand Concept<br />Points-of-Value<br />Question w/ Answer<br />http://sheilanorturingan.blogspot.com<br />37<br />
  38. 38. 1. are associations/benefits that can be shared with other brands.<br />Points-of-Parity<br />Points-of-Difference<br />Points-of-Image<br />Points-of-Concept<br />Points-of-Value<br />38<br />http://sheilanorturingan.blogspot.com<br />
  39. 39. TOP 10 Learning Questions for<br />Chapter 10<br />Crafting the Brand Positioning<br />Pearl Hazelle S. Velasco/ Shy Turingan<br />April 14, 2011<br />http://sheilanorturingan.blogspot.com<br />
  40. 40. 3. The Product Life Cycle is composed of the following except<br />Introduction<br />Decline<br />Growth<br />Maturity<br />Development<br />http://sheilanorturingan.blogspot.com<br />
  41. 41. 3. Rapid market acceptance and substantial profit improvement happen on which stage of product life cycle?<br />Introduction<br />Decline<br />Growth<br />Maturity<br />Development<br />http://sheilanorturingan.blogspot.com<br />
  42. 42. The Product Life Cycle has four stages…<br />42<br />Introduction – slow sales growth and product is introduced in the market<br />Growth – rapid market acceptance and substantial profit improvement<br />Maturity – slowdown in sales growth<br />Decline – sales show a downward drift and profits erode<br />http://sheilanorturingan.blogspot.com<br />
  43. 43. The graph shows the PRODUCT LIFE CYCLE.<br />43<br />http://sheilanorturingan.blogspot.com<br />
  44. 44. 3. Rapid market acceptance and substantial profit improvement happen on which stage of product life cycle?<br />Introduction<br />Decline<br />Growth<br />Maturity<br />Development<br />http://sheilanorturingan.blogspot.com<br />
  45. 45. TOP 10 Learning Concepts for<br />Chapter 11:<br />Dealing with Competition<br />Lady CharmayneHao/ Shy Turingan<br />April 2011<br />http://sheilanorturingan.blogspot.com<br />
  46. 46. 1. Which of the following is true?<br />In threat of segment rivalry, a segment is unattractive if it does not contain numerous, strong, or aggressive competitors.<br />In threat of new entrants, a segment is attractive if entry barriers are low and exit are high.<br />In threat of segment rivalry, a segment is unattractive if there are actual potential substitutes for the product.<br />In threat of new entrants, a segment is attractive if entry barriers are high and exit are low.<br />In threat of segment rivalry, a segment is attractive if it places a limit on prices and profit. <br />46<br />http://sheilanorturingan.blogspot.com<br />
  47. 47. 1. Barriers to entry include the following, except:<br />Economies of scale<br />Product Differentiation<br />Capital Requirements<br />Switching Cost<br />Distribution Channel Access<br />Price Sensitivity<br />47<br />http://sheilanorturingan.blogspot.com<br />
  48. 48. “Threat of new entrants” refers to the threat existing competitors face upon new competitors<br />48<br />Barriers to entry:<br />Economies of scale<br />Product Differentiation<br />Capital Requirements<br />Switching Cost<br />Distribution Channel Access<br />Government Policies<br />Attractive if entry barriers are high and exit are low!<br />http://sheilanorturingan.blogspot.com<br />
  49. 49. 1. Barriers to entry include the following, except:<br />Economies of scale<br />Product Differentiation<br />Capital Requirements<br />Switching Cost<br />Distribution Channel Access<br />Price Sensitivity<br />49<br />http://sheilanorturingan.blogspot.com<br />
  50. 50. TOP 10 Learning QuestionsCh 13 Designing and Managing Services<br />Ronald Patrick G. Wenceslao/<br />Shy Turingan<br />April 2011<br />http://sheilanorturingan.blogspot.com<br />
  51. 51. 4<br />4. Which of the following is a characteristic of a service?<br />Adaptability<br />Flexibility<br />Perishability<br />None of the above<br />All of the above<br />http://sheilanorturingan.blogspot.com<br />
  52. 52. 4<br />4. Which of the following is not a characteristic of a service?<br />Adaptability<br />Flexibility<br />Perishability<br />Inseparability<br />Individuality<br />http://sheilanorturingan.blogspot.com<br />
  53. 53. 6<br />Characteristics of Services<br />Intangibility<br />Inseparability<br />Variability<br />Perishability<br />http://sheilanorturingan.blogspot.com<br />
  54. 54. 4<br />4. Which of the following is not a characteristic of a service?<br />Adaptability<br />Flexibility<br />Perishability<br />Inseparability<br />Individuality<br />http://sheilanorturingan.blogspot.com<br />
  55. 55. TOP 10 Learning Questions for<br />Ch 14 Developing Pricing Strategies and Programs<br />Meghann Zaragoza/Shy turingan<br />April 15, 2011<br />http://sheilanorturingan.blogspot.com<br />
  56. 56. 1. Consumers use PRICE as an indicator of _____________.<br />Product Comparability<br />Product Quantity<br />Product Superiority<br />Product Quality<br />None of the Above<br />56<br />http://sheilanorturingan.blogspot.com<br />
  57. 57. 1. Consumers use PRICE as an indicator of _____________.<br />Product Comparability<br />Product Quantity<br />Product Superiority<br />Product Quality<br />Product Individuality<br />57<br />http://sheilanorturingan.blogspot.com<br />
  58. 58. Consumers arrive at Price Perceptions via 4 Key Points<br />Reference Prices<br />Price – quality Inferences<br />Price Endings<br />Price Cues<br />http://sheilanorturingan.blogspot.com<br />
  59. 59. 59<br />Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS<br />400 Tablets<br />270 Tablets<br /> $20.88<br /> $14.68 <br />From Philip Kotler’s, Marketing Management, 13th Edition<br />http://sheilanorturingan.blogspot.com<br />
  60. 60. 1. Consumers use PRICE as an indicator of _____________.<br />Product Comparability<br />Product Quantity<br />Product Superiority<br />Product Quality<br />Product Individuality<br />60<br />http://sheilanorturingan.blogspot.com<br />
  61. 61. TOP 10 Learning Questions for<br />Chapter 16 – Managing Retailing, Wholesaling, and Logistics<br />Joseph Gabriel N. Morales/ Shy Turingan<br />April 14, 2011<br />http://sheilanorturingan.blogspot.com<br />
  62. 62. Question 7<br />All are part of marketing decisions of retailers except:<br />Target Market<br />Prices<br />Services<br />Store atmosphere<br />Store discounts<br />62<br />http://sheilanorturingan.blogspot.com<br />
  63. 63. Question 7<br />Product Assortment includes the ff except:<br />Length <br />Breadth<br />Depth<br />Consistency<br />Cost<br />63<br />http://sheilanorturingan.blogspot.com<br />
  64. 64. Product Assortment<br /><ul><li>What products and variety will be offered?
  65. 65. Broadness & depth of products?</li></ul>64<br />Shallow<br />Deep<br />Broad<br />Narrow<br />Source: Marketing Management 13th Ed by Philip Kotler<br />http://sheilanorturingan.blogspot.com<br />
  66. 66. Product Assortment<br /><ul><li>What products and variety will be offered?
  67. 67. Length (# of products in the product line)
  68. 68. Breadth (# of products company offers)
  69. 69. Depth (Different varieties of product)
  70. 70. Consistency (Rel. bet. Products in their final destination)</li></ul>65<br />Source: Marketing Management 13th Ed by Philip Kotler<br />http://sheilanorturingan.blogspot.com<br />
  71. 71. Question 7<br />Product Assortment includes the ff except:<br />Length <br />Breadth<br />Depth<br />Consistency<br />Cost<br />66<br />http://sheilanorturingan.blogspot.com<br />
  72. 72. TOP 10 Learning Question for<br />Chapter 17 Designing and Managing Integrated Marketing<br />Yang Zhao/Shy Turingan<br />April. 2011<br />http://sheilanorturingan.blogspot.com<br />
  73. 73. How many models of marketing communication mix?<br />A. 2<br />B. 4<br />C. 6<br />D. 8<br />E. 10<br />http://sheilanorturingan.blogspot.com<br />
  74. 74. A variety of short-term incentives to encourage trial or purchase of a product or service <br />A. Advertising<br />B. Sales and Promotion<br />C. Events & Experience<br />D. Public relations & Publicity<br />E. Direct Marketing<br />http://sheilanorturingan.blogspot.com<br />
  75. 75. Marketing Communication mix (8 major models of Communication)<br />Advertising<br /> Any paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor.<br />Sales Promotion<br /> A variety of short-term incentives to encourage trial or purchase of a product or service<br />Events and experience<br /> Company-sponsored activities and programs designed to create daily or special brand-related interactions<br />Public relations and publicity<br /> A program designed to promote or protect a company's image or its individual products<br />http://sheilanorturingan.blogspot.com<br />
  76. 76. Marketing Communication mix (8 major models of Communication)<br />Direct Marketing<br /> User of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects.<br />Interactive Marketing<br /> 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<br />Word- of - Mouth Marketing<br />People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services.<br />Personal Selling<br />Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.<br />http://sheilanorturingan.blogspot.com<br />
  77. 77. A variety of short-term incentives to encourage trial or purchase of a product or service <br />A. Advertising<br />B. Sales and Promotion<br />C. Events & Experience<br />D. Public relations & Publicity<br />E. Direct Marketing<br />http://sheilanorturingan.blogspot.com<br />
  78. 78. TOP 10 Learning Questions for<br />Chapter 18 Managing Mass Communications<br />Francis Benson C. Hugo/ Shy Turingan<br />April 14, 2011<br />http://sheilanorturingan.blogspot.com<br />
  79. 79. 7. Which of the following refers to any paid form of nonpersonal presentation & promotion of ideas, goods or services by an identified sponsor ?<br />Sales promotion<br />Advertising<br />Public relations<br />Events and experiences<br />74<br />http://sheilanorturingan.blogspot.com<br />
  80. 80. 7. Mass Communication uses the following tools except:<br />Public Relations<br />Events & Experience<br />Advertising<br />Sales Promotions<br />Sales Communication<br />75<br />http://sheilanorturingan.blogspot.com<br />
  81. 81. <ul><li>Public relations </li></ul> - maintaining public image for the business<br />a. speaking at conferences<br /> b. working with the media<br /> c. employee communication <br />76<br />Mass Communications use 4 PEAS tools<br />http://sheilanorturingan.blogspot.com<br />
  82. 82. <ul><li>Events and experiences</li></ul> - becoming part of relevant<br /> moments<br />77<br />Mass Communications use 4 PEAS tools<br />http://sheilanorturingan.blogspot.com<br />
  83. 83. <ul><li>Advertising</li></ul> - persuading an audience to <br /> purchase or take some action on:<br /><ul><li>products
  84. 84. ideas
  85. 85. services</li></ul>78<br />Mass Communications use 4 PEAS tools<br />http://sheilanorturingan.blogspot.com<br />
  86. 86. <ul><li>Sales promotions</li></ul> - providing incentives to customers<br /> to stimulate immediate sales<br />Examples:<br /><ul><li>coupons
  87. 87. product samples
  88. 88. premiums
  89. 89. freebies
  90. 90. contests
  91. 91. rebates</li></ul>79<br />Mass Communications use 4 PEAS tools<br />http://sheilanorturingan.blogspot.com<br />
  92. 92. 7. Mass Communication uses the following tools except:<br />Public Relations<br />Events & Experience<br />Advertising<br />Sales Promotions<br />Sales Communication<br />80<br />http://sheilanorturingan.blogspot.com<br />
  93. 93. TOP 10 Learning Questions for<br />Ch18: Managing Mass Communications<br />Ira A. Ong/ Shy Turingan<br />April 2011<br />http://sheilanorturingan.blogspot.com<br />
  94. 94. 1. Which of the 5Ms refers to the evaluation of advertising impact on sales?<br />Money<br />Mission<br />Media<br />Message<br />None of the above<br />http://sheilanorturingan.blogspot.com<br />
  95. 95. 1. 5Ms of Advertising Program includes the ff except:<br />Money<br />Mission<br />Media<br />Measurement<br />Mass Communication<br />http://sheilanorturingan.blogspot.com<br />
  96. 96. In developing an advertising program, remember 5M’s!<br />Reference: Philip Kotler’s Marketing Management, 13th edition<br />http://sheilanorturingan.blogspot.com<br />
  97. 97. It helps to answer the following questions…<br />Reference: Philip Kotler’s Marketing Management, 13th edition<br />http://sheilanorturingan.blogspot.com<br />
  98. 98. How do we evaluate the results?<br />Sales Impact<br />Communication Impact<br />http://sheilanorturingan.blogspot.com<br />
  99. 99. 1. 5Ms of Advertising Program includes the ff except:<br />Money<br />Mission<br />Media<br />Measurement<br />Mass Communication<br />http://sheilanorturingan.blogspot.com<br />
  100. 100. TOP 10 Learning Questions forCh 19: Managing Personal Communications<br />Caroline P. Quarte/ Shy Turingan<br />April 2011<br />http://sheilanorturingan.blogspot.com<br />
  101. 101. 1. _____ is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.<br />Answer<br />Direct communications<br />Direct selling<br />Direct marketing<br />Direct interaction<br />http://sheilanorturingan.blogspot.com<br />
  102. 102. The following are examples of Direct Marketing except:<br />Question<br />Catalog<br />Direct Mail<br />Telemarketing<br />All of the above<br />None of the above<br />http://sheilanorturingan.blogspot.com<br />
  103. 103. TOP 10 Learning Questions for<br />Chapter 20 Introducing New Market Offerings<br />Louie Mark Quizon/ Shy Turingan<br />April 15, 2011<br />http://sheilanorturingan.blogspot.com<br />
  104. 104. 10. In the characteristics of an innovation, the following statements are true except:<br />Relative advantage is the degree to which a superseded idea is better than the innovation<br />Compatibility is the degree to which the innovation matches the values/norms of adopters<br />Complexity is the degree of difficulty in understanding or using the innovation<br />Divisibility is the degree to which an innovation can be tried on a limited basis<br />Communicability is the degree to which the beneficial results of use are observable or describable to others<br />92<br />http://sheilanorturingan.blogspot.com<br />
  105. 105. 10. The ff are features of Innovation, except:<br />Relative Advantage<br />Compatibility<br />Complexity<br />Diversity<br />Divisibility<br />93<br />http://sheilanorturingan.blogspot.com<br />
  106. 106. What are the Features that Distinguishes an Innovation?<br />Relative Advantage<br />Compatibility<br />http://sheilanorturingan.blogspot.com<br />94<br />
  107. 107. Innovation = better than the superseded idea<br />Relative Advantage<br />Compatibility<br />http://sheilanorturingan.blogspot.com<br />95<br />
  108. 108. Harmony between innovation and values/norms of adopters<br />Relative Advantage<br />Compatibility<br />http://sheilanorturingan.blogspot.com<br />96<br />
  109. 109. Gauge of difficulty in understanding/using the innovation<br />Complexity<br />Divisibility<br />http://sheilanorturingan.blogspot.com<br />97<br />
  110. 110. Tried on a limited basis?<br />Complexity<br />Divisibility<br />http://sheilanorturingan.blogspot.com<br />98<br />
  111. 111. Beneficial results are observable and describable<br />Communicability<br />http://sheilanorturingan.blogspot.com<br />99<br />
  112. 112. 10. The ff are features of Innovation, except:<br />Relative Advantage<br />Compatibility<br />Complexity<br />Diversity<br />Divisibility<br />100<br />http://sheilanorturingan.blogspot.com<br />
  113. 113. TOP 10 Learning Questions for<br />Tapping into Global Markets 21<br />Sandel, Lee Aizabel L./ Shy Turingan<br />April 14, 2011<br />http://sheilanorturingan.blogspot.com<br />
  114. 114. 102<br />6. Finnish cellular phone superstar Nokia customized its 6100 series phone for every major market. This is an example of….<br />Straight extension<br />Communication adaptation<br />Product adaptation<br />Communication extension<br />Product extension<br />http://sheilanorturingan.blogspot.com<br />
  115. 115. Which of the ff statements is true?<br />103<br />Product Innovation alters the products to meet the local conditions or preferences.<br />Product Adaptation is completely creating a new product for the foreign market.<br />Both A & C<br />A only<br />None of the above<br />http://sheilanorturingan.blogspot.com<br />
  116. 116. Product<br />International Product and Communication Strategies<br />104<br />Develop New <br />Product<br />Adapt<br />Product<br />Do Not Change<br />Product<br />Product<br />adaptation<br />Product<br />invention<br />Straight<br />extension<br />Do Not Change<br />Communication<br />Communication<br />Dual<br />adaptation<br />Communication<br />adaptation<br />Adapt <br />Communication<br />http://sheilanorturingan.blogspot.com<br />
  117. 117. Product adaptation<br />105<br />PRODUCT ADAPTATION- alters the products to meet the local conditions or preferences. Whereas Product Innovation is completely creating a new product for the foreign market.<br />http://sheilanorturingan.blogspot.com<br />
  118. 118. Which of the ff statements is true?<br />106<br />Product Innovation alters the products to meet the local conditions or preferences.<br />Product Adaptation is completely creating a new product for the foreign market.<br />Both A & C<br />A only<br />None of the above<br />http://sheilanorturingan.blogspot.com<br />
  119. 119. TOP 10 Learning Questions for<br />Chapter 22: Managing A Holistic Marketing Organization For The Long Run<br />Mira Lynn Serrano/ Shy Turingan<br />April 14, 2011<br />http://sheilanorturingan.blogspot.com<br />
  120. 120. 6. The following are different types of Marketing Control, except: <br />Annual Plan Control<br />Efficiency Control<br />Cost Control<br />Profitability Control<br />Strategic Control<br />108<br />http://sheilanorturingan.blogspot.com<br />
  121. 121. 6. Marketing Control which is used to examine whether the company is pursuing its best OPPORTUNITIES.<br />Annual Plan Control<br />Efficiency Control<br />Cost Control<br />Profitability Control<br />Strategic Control<br />109<br />http://sheilanorturingan.blogspot.com<br />
  122. 122. 110<br />Different Types of MARKETING CONTROL<br />To examine whether the <br />PLANNED RESULTS are <br />being achieved<br />http://sheilanorturingan.blogspot.com<br />
  123. 123. 111<br />Different Types of MARKETING CONTROL<br />To examine where the <br />company is making <br />and losing MONEY<br />http://sheilanorturingan.blogspot.com<br />
  124. 124. 112<br />Different Types of MARKETING CONTROL<br />To evaluate and improve <br />the spending efficiency <br />and impact of marketing <br />EXPENDITURES<br />http://sheilanorturingan.blogspot.com<br />
  125. 125. 113<br />Different Types of MARKETING CONTROL<br />To examine whether the <br />Company is pursuing its <br />best OPPORTUNITIES<br />http://sheilanorturingan.blogspot.com<br />
  126. 126. 6. Marketing Control which is used to examine whether the company is pursuing its best OPPORTUNITIES.<br />Annual Plan Control<br />Efficiency Control<br />Cost Control<br />Profitability Control<br />Strategic Control<br />114<br />http://sheilanorturingan.blogspot.com<br />
  127. 127. TOP 10 Learning Questions for<br />Setting Product Strategy #28<br />Ivy Villamor/ Shy Turingan<br />April 14, 2011<br />http://sheilanorturingan.blogspot.com<br />
  128. 128. 7. Which of the following is false about Packaging? <br />It is the customer’s 1st encounter with the product which could turn buyer on or off. <br />It is designing and producing container for a product. <br />Convey descriptive and persuasive information is a packaging objective.<br />All of the above<br />None of the above<br />116<br />http://sheilanorturingan.blogspot.com<br />
  129. 129. The following are Packaging Objectives, except:<br />1. Identify the brand<br />2. Convey descriptive and persuasive information<br />3. Facilitate product transportation and protection<br />4. Assist at-home storage<br />5. None of the above<br />http://sheilanorturingan.blogspot.com<br />
  130. 130. Concept 8: Pack, Label, <br />Sold Out!<br />Packaging – designing and producing container for a product<br />Physical products needs packaging and labelling<br />Well designed packages build brand equity and drive sales.<br />Packaging is customer’s 1st encounter which<br /> could turn buyer on or off<br />http://sheilanorturingan.blogspot.com<br />
  131. 131. Concept 8: Pack, <br />Label, Sold Out!<br />Packaging Objectives<br />Identify the brand<br />Convey descriptive and persuasive information<br />Facilitate product transportation and protection<br />Assist at-home storage<br />Aid product consumption<br />http://sheilanorturingan.blogspot.com<br />
  132. 132. The following are Packaging Objectives, except:<br />1. Identify the brand<br />2. Convey descriptive and persuasive information<br />3. Facilitate product transportation and protection<br />4. Assist at-home storage<br />5. None of the above<br />http://sheilanorturingan.blogspot.com<br />

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