This document contains summaries of questions and answers related to marketing concepts from Philip Kotler's textbook. It discusses concepts like the 4 measures of market demand, customer perceived value, reference and dissociative groups in consumer behavior, the gatekeepers in the business buying process, and the different roles in a brand portfolio. The document provides examples and definitions to explain the marketing terms and concepts.

1. TOP 20 Improved Learning Questions for Caroline P. Quarte April 2011 http://carolinequarte.blogspot.com/ Kotler’s 20 Chapters

2. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan / Caroline P. Quarte April 2011

3. 2. Promoting a visit to Star City is an example of marketing what? A place An experience A property An organization None of the above

4. 2. What are you marketing when you promote a visit to Star City? A place An experience A property An organization None of the above Question http://carolinequarte.blogspot.com/

5. Examples Experiences are marketed by orchestrating several goods and services

6. 2. What are you marketing when you promote a visit to Star City? A place An experience A property An organization None of the above Answer http://carolinequarte.blogspot.com/

7. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Caroline P. Quarte April 15, 2011 www.stevenandrada.blogspot.com 1/73

8. 5. What kind of business orientation that puts the customer at the heart of the business? Product orientation Geographical orientation Market orientation Competence orientation None of the above 31/73 www.stevenandrada.blogspot.com

9. 5. What type of business orientation puts the customer at the heart of the business? Product orientation Market orientation Customer-centered orientation Customer orientation Question http://carolinequarte.blogspot.com/

10. Types of Business Orientation Product Orientation - The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will like it also. Market Orientation - Puts the customer at the heart of the business. 32/73 www.stevenandrada.blogspot.com

11. Examples 33/73 www.stevenandrada.blogspot.com Question 5: Company Product Market Cebu Pacific Air We run an Airline company It’s time everyone to flies PLDT We run a Telecommunication company We’re changing lives

12. 5. What type of business orientation puts the customer at the heart of the business? Product orientation Market orientation Customer-centered orientation Customer orientation Answer http://carolinequarte.blogspot.com/

13. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Caroline P. Quarte April 2011 http://kavellana.blogspot.com

14. 8. Which is an environmental force shaping the business landscape? Demographic Technological Natural Socio-cultural All of the above

15. 8. Which of the following is NOT an environmental force that shapes the business landscape? Question http://carolinequarte.blogspot.com/ Demographic Logical Natural Socio-cultural

16. Environmental Forces Shaping the Business Landscape Demographic Political-Legal Technological Natural Socio-cultural Economic http://kavellana.blogspot.com

17. 8. Which of the following is NOT an environmental force that shapes the business landscape? http://carolinequarte.blogspot.com/ Answer Demographic Logical Natural Socio-cultural

18. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Caroline P. Quarte April 2011

19. #4: ____ is the set of consumers who have interest and access to a market offer. A. Potential market B. Available market C. Target market D. Penetrated market E. None of the above

20. #4: Market demands are segmented in 4 categories. The following are measures of market demand except for __________. A. Potential market B. Available market C. Substantial market D. Penetrated market Question http://carolinequarte.blogspot.com/

21. 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

22. 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 !

23. Penetrated market: Hapee Toothpaste" - Philippine-Made, World Class: Pedro's Faith Leads to Success! Penetrated market by challenging the foreign brand!

24. Available market: People belonging to different income group can assess the supermarkets… Available market: Supermarket!!!

25. Potential market: Philippines -Potential retirement destination! Is Philippine a potential market as retirement destination??

26. #4: Market demands are segmented in 4 categories. The following are measures of market demand except for __________. A. Potential market B. Available market C. Substantial market D. Penetrated market http://carolinequarte.blogspot.com/ Answer

27. Joan Soliven / Caroline P. Quarte April 15, 2011 http://joansoliven.blogspot.com/ TOP 10 Learning Questions for Creating Customer Value, Satisfaction, and Loyalty and Ch 5

28. 1. Difference between what the customer gets and what he or she gives for different possible choices. A. Customer Satisfaction B. Good Service C. Quality D. Customer Perceived Value E. Product http://joansoliven.blogspot.com/

29. Price to Value Ratio Price to Quality Ratio Customer Perceived Value Customer Perceived Effects 1. What marketing concept explains this statement: “That product is very expensive, it must be really effective.” Question http://carolinequarte.blogspot.com/

30. Customer Perceived Value Difference between what the customer gets and what he or she gives for different possible choices. http://joansoliven.blogspot.com/ Source: Marketing Management 13 th Edition by Philip Kotler

31. Consumers are more educated and informed, they seek out superior alternatives Dell offering better service than HP, they outpaced HP before in terms of customer perceived value. Source: Marketing Management 13 th Edition by Philip Kotler

32. Price to Value Ratio Price to Quality Ratio Customer Perceived Value Customer Perceived Effects 1. What marketing concept explains this statement: “That product is very expensive, it must be really effective.” http://carolinequarte.blogspot.com/ Answer

33. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Caroline P. Quarte 15 April 2011

34. 3. What are dissociative groups? A. A group an individual feels neutral about B. groups who distance themselves from society C. a group an individual rejects D. All of the above E. None of the above

35. 3. In consumer behavior, associating a product from a dissociative group does not really affect the product. True or False. True False Question http://carolinequarte.blogspot.com/

36. Reference Groups Dissociative Groups Groups one rejects: i.e., racists, anti-semites Kotler, Keller. Marketing Management, 13 th Edition. Concept 2:

37. Reference Groups Dissociative Groups Groups one rejects: i.e., racists, anti-semites Kotler, Keller. Marketing Management, 13 th Edition. Concept 2: These are groups one does not wish to be associated with.

38. 3. In consumer behavior, associating a product from a dissociative group does not really affect the product. True or False. True False http://carolinequarte.blogspot.com/ Answer

39. Caroline P. Quarte

41. 3. In the business buying process, who has the power to prevent sellers or information from reaching members of the buying center? Deciders Approvers Influencers Gatekeepers Question http://carolinequarte.blogspot.com/

43. 3. In the business buying process, who has the power to prevent sellers or information from reaching members of the buying center? Deciders Approvers Influencers Gatekeepers http://carolinequarte.blogspot.com/ Answer

44. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets Myrtle Frantilla / Caroline P. Quarte April 14, 2011 http://myrtlefrantilla.blogspot.com /

45. 2. In the steps of segmentation process, what is the fourth step? http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / A. B. C. D. E. Segment Attractiveness Segment Identification Segment Positioning Segment Acid Test Segment Profitability

46. Needs-based segmentation Segment identification Segment attractiveness Segment profitability 2. At what step in the segmentation process should you determine which demographics, lifestyles, and usage bahaviors make the segment distinct and identifiable? Question http://carolinequarte.blogspot.com/

47. Steps in Segmentation Process Segment Identification http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / Segment Attractiveness Needs-based Segmentation Segment Profitability Segment Positioning Segment Acid Test Marketing Mix Strategy

48. Needs-based segmentation Segment identification Segment attractiveness Segment profitability 2. At what step in the segmentation process should you determine which demographics, lifestyles, and usage bahaviors make the segment distinct and identifiable? http://carolinequarte.blogspot.com/ Answer

49. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan / Caroline P. Quarte April 2011 http://taeyangxinyi.blogspot.com

50. 10. Which of the following is not a role on a brand portfolio? Cash Cows Flankers Low-End Entry Level Niche Marketer High-End Prestige http://taeyangxinyi.blogspot.com 39

51. Flankers Cash Cows Low-end Entry level High-end Prestige 10. What type of product does not require as much investment as other portfolio brands? Question http://carolinequarte.blogspot.com/

52. Brand Roles on a Brand Portfolio What brand type is the product? 40 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE

53. Niche is a type of market segmentation, not a role on a brand portfolio 41 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position CASH COWS Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support LOW-END ENTRY LEVEL Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand HIGH-END PRESTIGE Brands that add prestige and credibility to the entire portfolio

54. Flankers Cash Cows Low-end Entry level High-end Prestige 10. What type of product does not require as much investment as other portfolio brands? http://carolinequarte.blogspot.com/ Answer

55. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray / Caroline P. Quarte April 15, 2011 http://annaguray06.blogspot.com

56. Product Channel Image Personnel All of the above 5. differentiation is the way a company aims to identify and position itself or its products. Question #5 http://annaguray06.blogspot.com

57. Product differentiation Personnel differentiation Channel differentiation Image differentiation 5. _____________________ if done effectively establishes the product’s character and value proposition. Question http://carolinequarte.blogspot.com/

58. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com

59. Product differentiation Personnel differentiation Channel differentiation Image differentiation 5. _____________________ if done effectively establishes the product’s character and value proposition. http://carolinequarte.blogspot.com/ Answer

60. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao / Caroline P. Quarte April 2011

61. 1. Which of the following is true? In threat of segment rivalry, a segment is unattractive if it does not contain numerous, strong, or aggressive competitors. In threat of new entrants, a segment is attractive if entry barriers are low and exit are high. In threat of segment rivalry, a segment is unattractive if there are actual potential substitutes for the product. In threat of new entrants, a segment is attractive if entry barriers are high and exit are low. In threat of segment rivalry, a segment is attractive if it places a limit on prices and profit.

62. 1. New entrants to an industry can raise the level of competition, thereby reducing its attractiveness. True or False. True False Question http://carolinequarte.blogspot.com/

63. What determines market segment? Michael Porter’s Five Forces

64. “ Threat of new entrants” refers to the threat existing competitors face upon new competitors Barriers to entry: Economies of scale Product Differentiation Capital Requirements Switching Cost Distribution Channel Access Government Policies Attractive if entry barriers are high and exit are low!

65. 1. New entrants to an industry can raise the level of competition, thereby reducing its attractiveness. True or False. True False http://carolinequarte.blogspot.com/ Answer

66. TOP 10 Learning Questions for Ch. 12 Setting Product Strategy #28 Ivy Villamor / Caroline P. Quarte April 14, 2011

67. 9. ___ is a distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attribute. Need family Product family Product line Product type Item None of the above http://www.slideshare.net/ivyvillamor

68. 9. Using the ____________ level of the product hierarchy to sell their shampoo, one can see in Pantene packaging that it indicates the company name first, then the type of shampoo. Ex. PANTENE Hair Fall Control Shampoo Product line Need family Item Product type Question http://carolinequarte.blogspot.com/

69. Concept 6: Product Hierarchy Leads you to Specific Desired Product

70. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family Personal Care Product family Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class Hair Cleaning Agent Product line Shampoo Product type Hair Fall Control Shampoo Item (Brand/Item) Pantene Hair Fall Solution bottle

71. 9. Using the ____________ level of the product hierarchy to sell their shampoo, one can see in Pantene packaging that it indicates the company name first, then the type of shampoo. Ex. PANTENE Hair Fall Control Shampoo Product line Need family Item Product type http://carolinequarte.blogspot.com/ Answer

72. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao Caroline P. Quarte April 2011 rgwenceslao.blogspot.com

73. 5. Service positioning strategy can be made tangible through? 4 Price Symbols Place People All of the above

74. 5. Companies offering services can demonstrate their quality through physical evidence and ____________. Preservation Preoccupation Presentation Presumption Question http://carolinequarte.blogspot.com/

75. Physical Evidence and Presentation 7 Place People Entertainment Communication Material Symbols Price

76. 5. Companies offering services can demonstrate their quality through physical evidence and ____________. Preservation Preoccupation Presentation Presumption http://carolinequarte.blogspot.com/ Answer

77. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/ Caroline P. Quarte April 15, 2011 meghanngettingthere.blogspot.com

78. 1. Consumers use PRICE as an indicator of _____________. Product Comparability Product Quantity Product Superiority Product Quality None of the Above meghanngettingthere.blogspot.com

79. Reference Price Price Ending Price Starting Price Cues 1. Consumers arrive at price perceptions via 4 key points. All of the following are true EXCEPT for Question http://carolinequarte.blogspot.com/

80. Consumers arrive at Price Perceptions via 4 Key Points meghanngettingthere.blogspot.com Reference Prices Price – quality Inferences Price Endings Price Cues

81. Reference Price Price Ending Price Starting Price Cues 1. Consumers arrive at price perceptions via 4 key points. All of the following are true EXCEPT for http://carolinequarte.blogspot.com/ Answer

82. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales / Caroline P. Quarte April 14, 2011

83. Which of the following does not fall under “Levels of Service”? Self-Service Self-Selection Limited Service Full Service Personal Service Question 1

84. What level of service do McDonald’s offer? Self-service Self-selection Limited service Full service Question http://carolinequarte.blogspot.com/

85. Levels of Service Source: Marketing Management 13 th Ed by Philip Kotler

86. What level of service do McDonald’s offer? Self-service Self-selection Limited service Full service http://carolinequarte.blogspot.com/ Answer

87. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao/ Caroline P. Quarte Apr. 5.2011 http://zhaointote.blogspot.com/

88. 1.How many modes of marketing communication mix? A. 2 B. 4 C. 6 D. 8 E. 10 http://zhaointote.blogspot.com/

89. 1. Which of the following is NOT one of the marketing communications mix modes of communication? Direct Perception Personal Selling Direct Marketing Sales Promotions Question http://carolinequarte.blogspot.com/

90. Models of Marketing Communications Direct marketing Word of mouth Advertising Sales promotion Events and experiences PRs & Publicity Interactive Marketing Personal Selling http://zhaointote.blogspot.com/

91. Marketing Communication mix (8 major models of Communication) Advertising Any paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor. Sales Promotion A variety of short-term incentives to encourage trial or purchase of a product or service Events and experience Company-sponsored activities and programs designed to create daily or special brand-related interactions Public relations and publicity A program designed to promote or protect a company's image or its individual products http://zhaointote.blogspot.com/

92. Marketing Communication mix (8 major models of Communication) Direct Marketing User of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects. Interactive Marketing 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 Word- of - Mouth Marketing People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services. Personal Selling Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. http://zhaointote.blogspot.com/

93. 1. Which of the following is NOT one of the marketing communications mix modes of communication? Direct Perception Personal Selling Direct Marketing Sales Promotions http://carolinequarte.blogspot.com/ Answer

94. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong / Caroline P. Quarte April 2011

95. 4. In developing an advertising campaign, legal and social issues are assessed during _________. Message Generation Message Evaluation Creative Development and Execution Social Responsibility Review All of the above

96. 4. Only message generation and creative development are important in developing an advertising campaign. True or False. True False http://carolinequarte.blogspot.com/ Question

97. There are three steps in developing an advertising campaign. Reference: Philip Kotler’s Marketing Management, 13 th edition

98. 4. Only message generation and creative development are important in developing an advertising campaign. True or False. True False http://carolinequarte.blogspot.com/ Answer

99. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon / Caroline P. Quarte April 15, 2011 http://louiemarkquizon.blogspot.com

100. 3. Which of the following statements in creativity techniques is false? In attribute listing, list first the attributes of an object and then modify In forced relationships, list several ideas and consider each one in relation to another. In morphological analysis, many solutions can be generated by the combination of ideas In reverse assumption analysis, take a familiar concept and put it in a new context In mind mapping, you should create associations with each new idea http://louiemarkquizon.blogspot.com

101. 3. In reverse assumption analysis, instead of assuming what is already obvious, reverse each assumption to come out with some fresh creative ideas. True or False. True False http://carolinequarte.blogspot.com/ Question

102. Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com

103. Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com

104. 3. In reverse assumption analysis, instead of assuming what is already obvious, reverse each assumption to come out with some fresh creative ideas. True or False. True False http://carolinequarte.blogspot.com/ Answer

105. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. / Caroline P. Quarte April 14, 2011 www.leeaizabelsandel.blogspot.com

106. 1. The following are the stages of Internationalization. Except… No regular export activities. Market products/service internationally Export via independent agents Establish sales subsidiaries Establish production facilities abroad www.leeaizabelsandel.blogspot.com

107. 1. What’s the third stage of internationalization? No regular export activities Establishment of one or more sales subsidiaries Export via independent representatives Establishment of production facilities abroad Question http://carolinequarte.blogspot.com/

108. 4 Stages of Internationalization Establish sales subsidiaries No regular export activity Export via independent agents Establish production facilities abroad Stage 1 Stage 2 Stage 3 Stage 4 www.leeaizabelsandel.blogspot.com

109. 1. What’s the third stage of internationalization? No regular export activities Establishment of one or more sales subsidiaries Export via independent representatives Establishment of production facilities abroad http://carolinequarte.blogspot.com/ Answer

110. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Caroline P. Quarte April 14, 2011 miralynnserrano.blogspot.com

111. 3. Product- or Brand-Management Organization can also be in the form of the following types of product teams Horizontal and Vertical product teams Straight and Curved product teams Horizontal, Vertical, Triangular product teams Straight, Curved and Triangular product teams None of the above miralynnserrano.blogspot.com

112. 3. There are three types of potential product –team structures. These are… Horizontal, Diagonal, Vertical product teams Horizontal, Triangular, Vertical product teams Horizontal, Circular, Vertical product teams Independent, Interdependent, Social product teams Question http://carolinequarte.blogspot.com/

113. PRODUCT- or BRAND-MANAGEMENT using Product Teams 14 miralynnserrano.blogspot.com PM = Product Manager APM = Associate PM PA = Product Assistant Vertical Product Team

114. PRODUCT- or BRAND-MANAGEMENT using Product Teams 15 miralynnserrano.blogspot.com PM = Product Manager APM = Associate PM PA = Product Assistant R = Market Researcher C = Communication Specialist Vertical Product Team PM R C Triangular Product Team

115. PRODUCT- or BRAND-MANAGEMENT using Product Teams 16 miralynnserrano.blogspot.com PM = Product Manager APM = Associate PM PA = Product Assistant R = Market Researcher C = Communication Specialist Vertical Product Team PM R C Triangular Product Team Horizontal Product Team S = Sales Manager D = Distribution Specialist F = Finance Specialist E = Engineer

116. 3. There are three types of potential product –team structures. These are… Horizontal, Diagonal, Vertical product teams Horizontal, Triangular, Vertical product teams Horizontal, Circular, Vertical product teams Independent, Interdependent, Social product teams http://carolinequarte.blogspot.com/ Answer