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Improved top 20 questions hugo

This document provides sample learning questions and answers for marketing management chapters. It summarizes 3 improved questions and answers from the document: 1) Question about the 4Ps of marketing - improved question clarifies the marketing mix tools and provides the correct answer that location is part of place, not a promotional strategy. 2) Question about Ansoff's product-market expansion grid - improved question provides a diagram of the grid and explains each strategy, concluding that market development strategy involves new markets for existing products. 3) Question about improving service quality - original question had an incorrect answer choice, improved question removes the incorrect choice and focuses on reliable service quality improvements.

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Improved Learning Questions for20 Chapters in Marketing ManagementFrancis Benson C. HugoApril 29, 2011francishugo.blogspot.com
TOP 10 Learning Questions forChapter 1: Defining Marketing for the 21st CenturyRiaAbendan / Chiz HugoApril 2011
Original question:10. Which is NOT true about the 4Ps Marketing Mix?Direct Marketing is under PromotionsInventory is under ProductVolume discounts is under PriceLocations is under PlaceNone of the above (all are correct)3
10. Which statement is FALSE about the 4Ps of Marketing?Direct Marketing is a Promotional strategyInventory management is a Product decisionVolume discount is a Pricing decisionLocation is a Place decisionNone of the above4Improved question:francishugo.blogspot.com
Marketing-Mix Tools: The Four PsTo Create, Communicate, and Deliver VALUE to consumers, marketers should devise marketing activities classified as “marketing mix” tools of four broad kinds – the Four Ps http://pauldunay.com/wp-content/uploads/2010/01/4ps.png
Product involves variety, quality, design, features, brand name…The tangible object or intangible service that is produced or manufactured by a company
Example:
Beer products by San MiguelPrice involves list price, discounts, allowances, payment period, credit terms…The amount a customer pays for the product (wholesale / retail)
Example:Place involves channels, coverage, locations, inventory…Represents the location where a product can be purchased
Examples for San Miguel products:supermarketssari-sari storesconvenience stores
Promotion involves sales promotions, advertising, public relations, direct marketing…All communications that a marketer may use in the market place
Examples:eventsmerchandisingtv commercials
10. Which statement is FALSE about the 4Ps of Marketing?Direct Marketing is a Promotional strategyInventory management is a Product decisionVolume discount is a Pricing decisionLocation is a Place decisionNone of the above10Improved answer:francishugo.blogspot.com
10 QuestionsChapter 2: Developing MarketingStrategies and PlansSteven Michael Y. Andrada / Chiz HugoApril 15, 2011www.stevenandrada.blogspot.com1/73
7. According to Ansof’s product – market expansion grid, What kind of strategy that develops new markets for the current products?Market penetration strategyProduct development strategyMarket development strategyDiversification strategyNone of the above40/73Original question:www.stevenandrada.blogspot.com
7. According to Ansof’s product – market expansion grid, what kind of strategy involves development of new markets for existing products?Market penetration strategyProduct development strategyMarket development strategyDiversification strategyNone of the above40/73Improved question:francishugo.blogspot.com
Ansoff’s Product – Market Expansion Grid41/73Current ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
Gain market share with current products in the current market42/73Question 7:Ansoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
43/73Question 7:Develop new products of potential interest to the current marketsAnsoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
44/73Question 7:Develop new markets for the current productsAnsoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
45/73Question 7:Develop new products to the new marketsAnsoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
Examples46/73Question 7:Macbook ProIphoneIpodIpadwww.stevenandrada.blogspot.com
7. According to Ansof’s product – market expansion grid, what kind of strategy involves development of new markets for existing products?Market penetration strategyProduct development strategyMarket development strategyDiversification strategyNone of the above40/73Improved answer:francishugo.blogspot.com
7. According to Ansof’s product – market expansion grid, what kind of strategy involves development of new markets for existing products?Market penetration strategyProduct development strategyMarket development strategyDiversification strategyNone of the above40/73francishugo.blogspot.com
TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the EnvironmentMa. Katrina S. Avellana / Chiz HugoApril 2011http://kavellana.blogspot.com
4. What is NOT a step in improving market intelligence? Original question:Motivate channel members to share intelligenceUtilize government data resourcesCollect customer feedback onlineNetwork externallyNone of the above23http://kavellana.blogspot.com
4. Which is NOT a step in improving market intelligence? Improved question:Motivate channel members to share intelligenceUtilize government data resourcesCollect customer feedback onlineNetwork externallyNone of the above24http://kavellana.blogspot.com
Steps to Improve Marketing IntelligenceMotivate channel members to share intelligenceMotivate channel members to share intelligenceMotivate channel members to share intelligenceMotivate channel members to share intelligenceTrain Sales Force to scan for developmentsUtilize government data resourcesUtilize government data resourcesUtilize government data resourcesUtilize government data resourcesUtilize a customer advisory panelCollect customer feedback onlineCollect customer feedback onlineCollect customer feedback onlinePurchase informationNetwork externallyNetwork externally25http://kavellana.blogspot.com
4. Which is NOT a step in improving market intelligence? Improved question:Motivate channel members to share intelligenceUtilize government data resourcesCollect customer feedback onlineNetwork externallyNone of the above26http://kavellana.blogspot.com
TOP 10 Learning Questions forChapter 4: Conducting Marketing Research and Forecasting DemandMeghaBehani / Chiz Hugo 15th April ’2011francishugo.blogspot.com
#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?A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 28Original question:francishugo.blogspot.com
Which of the following research approaches use concepts and tools from anthropology to understand how people live and work?A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 29Improved question:francishugo.blogspot.com
Concept: What are the various research approaches to gather primary data?Observational Ethnographic Focus Group SurveyBehavioral DataExperimentation30francishugo.blogspot.com
Ethnographic Research: Uses concepts and tools from anthropology and other disciplineTo provide deep understanding of how people live and work31Different ethnic group has different wedding cap. So,researchers help to design customized productsfrancishugo.blogspot.com
Which of the following research approaches use concepts and tools from anthropology to understand how people live and work?A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 32Improved answer:francishugo.blogspot.com
TOP 10 Learning Questions forCreating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven / Chiz HugoApril 15, 2011http://joansoliven.blogspot.com/
8. Which step on the customer development process that the costumer recommends the product?Members AdvocatesRepeat Customers Clients First-time customers http://joansoliven.blogspot.com/Original question:
8. In the customer development process, when a costumer recommends a product, he is classified as aMember AdvocateRepeat CustomerClientFirst-time customer http://joansoliven.blogspot.com/Improved question:
Customer Development ProcessInactive or Ex-customersSource: Marketing Management 13th Edition by Philip Kotlerhttp://joansoliven.blogspot.com/
Behavior of Customer in the Customer-Development Process Potentials – interestedProspects – motivatedFirst-time & repeat customers – need to be encouraged through marketing efforts Source: Marketing Management 13th Edition by Philip Kotlerhttp://joansoliven.blogspot.com/
Clients - need to be treated special Members – enjoying the benefits Advocates – recommending the productPartners Behavior of Customer in the Customer-Development Process Source: Marketing Management 13th Edition by Philip Kotlerhttp://joansoliven.blogspot.com/
8. In the customer development process, when a costumer recommends a product, he is classified as aMember AdvocateRepeat CustomerClientFirst-time customer http://joansoliven.blogspot.com/Improved question:
TOP 10 Learning Questions forCh6: Analyzing Consumer MarketsRoleigh “Rolly” Tuazon / Chiz Hugo15 April 2011http://rbtuazon.blogspot.com
8. What step is not included in the consumer buying process? A. Problem RecognitionB. EvaluationC. Post-Purchase BehaviorD. Only two of the aboveE. All of the above41Original question:http://rbtuazon.blogspot.com
Which step is not included in the consumer buying process? A. Problem RecognitionB. EvaluationC. Post-Purchase BehaviorD. Only two of the aboveE. None of the above42Improved question and choice/s:francishugo.blogspot.com
Steps in the Consumer Buying Process:43Improved presentation of concept:Problem RecognitionInformation SearchEvaluationPurchase DecisionPost-Purchase BehaviorKotler, Keller. Marketing Management, 13th Edition. francishugo.blogspot.com
Which step is not included in the consumer buying process? A. Problem RecognitionB. EvaluationC. Post-Purchase BehaviorD. Only two of the aboveE. None of the above44Improved answer since all of them are considered in the process:francishugo.blogspot.com
TOP 10 Learning Questions forCh 9: Creating Brand EquitySoleil Gan / Chiz HugoApril 2011http://taeyangxinyi.blogspot.com
7. Derek Ramsey and Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?CharactersMarketing ActivitiesEndorsementsRelevancePrint Advertisement46http://taeyangxinyi.blogspot.comOriginal question:
7. Derek Ramsey and Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?Brand ElementsMarketing ActivitiesEndorsementsMeaning TransferencePrint Advertisement47http://taeyangxinyi.blogspot.comImproved question:
Drivers of Brand EquityCreate the right brand knowledgeBRAND ELEMENTSMARKETING ACTIVITIESMEANING TRASFERENCE=From Philip Kotler’s, Marketing Management, 13th ed. http://taeyangxinyi.blogspot.com
Marketing Activities is the correct brand equity driver in the list of choicesMARKETING ACTIVITIESThe Print AD and TV Commercials of the endorsers are MARKETING ACTIVITIES. From Philip Kotler’s, Marketing Management, 13th ed. http://taeyangxinyi.blogspot.com
7. Derek Ramsey and Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?Brand ElementsMarketing ActivitiesEndorsementsMeaning TransferencePrint Advertisement50http://taeyangxinyi.blogspot.com
51TOP 10 Learning Questions for Chapter 10Identifying Market Segments &TargetsSheilanor C. Turingan / Chiz HugoApril 14, 2011http://sheilanorturingan.blogspot.com
52Original question:2. The following are levels of target marketing, except?IndividualSegmentLocalNicheMasshttp://sheilanorturingan.blogspot.com
53Improved question:The following are levels of target marketing, except?IndividualSegmentLocalGroupNichefrancishugo.blogspot.com
4 Levels of Target MarketingSegment MarketingLocal MarketingNiche MarketingIndividual Marketingfrancishugo.blogspot.comhttp://sheilanorturingan.blogspot.com
554 Levels of Target Marketing1. Individual – one-to-one/customized marketing2. Segment – customers with similar needs3. Local – tailored to needs of customers in trading areas, neighborhoods4. Niche – customers with distinct set of needshttp://sheilanorturingan.blogspot.com
56Improved answer:The following are levels of target marketing, except?IndividualSegmentLocalGroupNichefrancishugo.blogspot.com
TOP 10 Learning Concepts forChapter 11:Dealing with CompetitionLady CharmayneHao / Chiz HugoApril 2011
7. The following are specific attack strategies for competition exceptProduct LaunchLower priced goodsProduct DiscountsProduct InnovationValue priced goods58Original question:
7. The following are specific attack strategies for competition exceptResearch and developmentIntensive advertising promotionsProduct proliferationProduct innovationValue priced goods59Improved question:
Determine specific attack strategies for effective competition.60Improved ServiceProduct DiscountsProduct InnovationPrestige GoodsDistribution InnovationLower Priced GoodsManufacturing –CostReductionProduct ProliferationIntensive Advertising PromotionValue-priced Goods
Determine specific attack strategies for effective competition.61Improved ServiceProduct DiscountsProduct InnovationPrestige GoodsDistribution InnovationLower Priced GoodsManufacturing –CostReductionProduct ProliferationIntensive Advertising PromotionValue-priced Goods
7. The following are specific attack strategies for competition exceptResearch and developmentIntensive advertising promotionsProduct proliferationProduct innovationValue priced goods62
TOP 10 Learning Questions forSetting Product Strategy Ch12Ivy Villamor / Chiz HugoApril 14, 2011A Downloadable TemplateFor use in the Marketing Management Class of Prof. Remigio Joseph De Ungriafrancishugo.blogspot.com
1. It is the a classification of product based on use and shopping habits of customers? Durability and TangibilityIndustrial GoodsConsumer GoodsHomo/Heterogeneous GoodsNone of the above64francishugo.blogspot.comOriginal question:
Products based on use and shopping habits of customers are classified asCapital GoodsIndustrial GoodsConsumer GoodsHomo/Heterogeneous GoodsNone of the above65francishugo.blogspot.comImproved question:
Market Survival Mix of Different Product Classifications – Use (Consumer Goods)Consumer Goods for end users’ consumption on the basis of shopping habits.ConvenienceShoppingSpecialtyUnsoughthttp://www.slideshare.net/ivyvillamor
Products based on use and shopping habits of customers are classified asCapital GoodsIndustrial GoodsConsumer GoodsHomo/Heterogeneous GoodsNone of the above67francishugo.blogspot.com
Top 10 Learning QuestionsCh 13 Designing and Managing ServicesRonald Patrick G. Wenceslao / Chiz HugoApril 2011francishugo.blogspot.com
1. The following are tips to improve service quality except for__________? Fair playTeamworkServant LeadershipReliabilityProduct-centric69francishugo.blogspot.comOriginal question:
1. The following are tips to improve service quality except for__________? Fair playTeamworkServant LeadershipReliabilityTraining70francishugo.blogspot.comImproved question:
Improving Service Quality71francishugo.blogspot.comImproved question:
1. The following are tips to improve service quality except for__________? Fair playTeamworkServant LeadershipReliabilityTraining72francishugo.blogspot.com
TOP 10 Learning Questions forCh 14 Developing Pricing Strategies and ProgramsZaragoza / Chiz HugoApril 15, 2011meghanngettingthere.blogspot.com
2. The “Good Value” Pricing Structure of Payment Plan Alternatives are an example of consumers arriving at price perceptions via which Key Point?References PricesPrice – quality InferencesPrice EndingsPrice CuesNone of the Above74meghanngettingthere.blogspot.comOriginal question:
2. The “Good Value” Pricing Structure of Payment Plan Alternatives is an example of consumers arriving at price perceptions via which Key Point?References PricesPrice – quality InferencesPrice EndingsPrice CuesNone of the Above75meghanngettingthere.blogspot.comImproved question:
Prices with rightmost numbers “9” or an odd number are deemed to be a BARGAIN76From Philip Kotler’s, Marketing Management, 13th Editionmeghanngettingthere.blogspot.com
77Moreover, products tagged with prices with rightmost numbers “.00 c” are deemed to be of SUPERIOR QUALITY Trattoria Steaks-to-Go $50.00 $16.99 From Philip Kotler’s, Marketing Management, 13th Editionmeghanngettingthere.blogspot.com
2. An installment payment plan is an example of consumer price perceptions via which key point?References PricesPrice – quality InferencesPrice EndingsPrice CuesNone of the Above78meghanngettingthere.blogspot.comOriginal answer:
2. The “Good Value” Pricing Structure of Payment Plan Alternatives is an example of consumers arriving at price perceptions via which Key Point?79References PricesPrice – quality InferencesPrice EndingsPrice CuesNone of the Abovemeghanngettingthere.blogspot.comCorrected Q & A:
TOP 10 Learning Questions forChapter 16 – Managing Retailing, Wholesaling, and LogisticsJoseph Gabriel N. Morales / Chiz HugoApril 14, 2011
Question 7All are part of marketing decisions of retailers except:Target MarketPricesServicesStore atmosphereStore discounts81
Question 7All are part of marketing decisions of retailers except:Target MarketPricesServicesStore atmosphereProduct advertising82
Target Market- To whom will we sell the product?83Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
Product AssortmentWhat products and variety will be offered?
Broadness & depth of products?84Retailer’s Marketing DecisionsShallowDeepBroadNarrowSource: Marketing Management 13th Ed by Philip Kotler
Product AssortmentWhat 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)85Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
ProcurementManaging the inventory86Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
Prices- How will I price my product?87Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
Services – the MixPre Purchase – advertising, interior design, shopping hours, fitting rooms
Post Purchase – delivery, installation, gift-wrapping
Ancillary (subordinate) - parking, restroom, credit terms88Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
Store AtmosphereInterior design of store; ambiance89Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
Store Activitiescreating in-store activities to attract customers
Product sampling / Tasting
Working Demo Units
Free seminars90Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
CommunicationsTo generate customer traffic & sale91Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
Location – Where’s the best place?Central Business District?
Regional Shopping centers?
Community Shopping centers?
Shopping strips?
Location within a larger store?92Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
Question 7All are part of marketing decisions of retailers except:Target MarketPricesServicesStore atmosphereProduct advertising93
Chapter 17 Designing and Managing Integrated MarketingYang Zhao / Chiz HugoApr. 5.2011http://zhaointote.blogspot.com/francishugo.blogspot.com
4.Which is not following Nonpersonal Communication Channels?MediaSales PromotionsEvents and ExperiencesPublic relationsPersonal sellingfrancishugo.blogspot.comhttp://zhaointote.blogspot.com/Original question:
All are examples of Non-personal Communication Channels except for_____?MediaSales PromotionsEvents and ExperiencesPublic relationsPersonal sellingfrancishugo.blogspot.comhttp://zhaointote.blogspot.com/Improved question:
Four channels in Nonpersonal CommunicationsSales PromotionMediaPersonal sellingEvent & ExperiencePublic Relationshttp://zhaointote.blogspot.com/francishugo.blogspot.com
Concepts of Nonpersonal Communications Media-Consist of print media(Newspaper and magazines); Broadcast media radio and Television);network Media; Most nonpersonal messages come through paid media.Sales Promotion- Consist of consumer promotions; trade promotions; and business and sale-force promotions.Events and Experiences-Include sports, arts, entertainment, and cause events as well as less formal activities that create novel brand interactions with consumers.Public Relations- Include communications directed internally to employees of the company or externally to consumers, other firms, the government, and media.Personal selling does not belong to Nonpersonal communicationsfrancishugo.blogspot.comhttp://zhaointote.blogspot.com/
All are examples of Non-personal Communication Channels except for_____?MediaSales PromotionsEvents and ExperiencesPublic relationsPersonal sellingfrancishugo.blogspot.comhttp://zhaointote.blogspot.com/
http://jankenneth-obar.blogspot.comTOP 10 Learning Questions forCh 17: Designing and Managing Integrated Marketing CommunicationJan Kenneth Obar / Chiz HugoApril 15, 2011
http://jankenneth-obar.blogspot.com9. A tool used to draw a stronger and quicker response. To push target audience to make the final step.Sales PromotionsFree SamplesInteractive Marketing Sponsored eventsDirect Selling101Original question:
http://jankenneth-obar.blogspot.comWhat tool is used to draw a stronger and quicker response and push target audience to make a purchase?Sales PromotionsFree SamplesInteractive Marketing Sponsored eventsDirect Selling102Improved question:
http://jankenneth-obar.blogspot.comSales Promotion:-Lead target audience to make the final step (purchase).103
http://jankenneth-obar.blogspot.comSales Promotion:Tools used to draw a stronger and quicker buyer response.-Coupons-Contests-Premiums104
http://jankenneth-obar.blogspot.comWhat tool is used to draw a stronger and quicker response and push target audience to make a purchase?Sales PromotionsFree SamplesInteractive Marketing Sponsored eventsDirect Selling105
TOP 10 Learning Questions forCh18: Managing Mass CommunicationsIra A. Ong /Chiz HugoApril 2011francishugo.blogspot.com
1. Which of the 5Ms refers to the evaluation of advertising impact on sales?MoneyMissionMediaMessageNone of the abovefrancishugo.blogspot.comOriginal question:
1. Which of the 5Ms of advertising refers to the evaluation of advertising impact on sales?MoneyMissionMediaMessageNone of the abovefrancishugo.blogspot.comImproved question:
In developing an advertising program, remember 5M’s!Reference: Philip Kotler’s Marketing Management, 13th editionfrancishugo.blogspot.com
It helps to answer the following questions…Reference: Philip Kotler’s Marketing Management, 13th editionfrancishugo.blogspot.com
How do we evaluate the results?Sales ImpactCommunication Impactfrancishugo.blogspot.com
1. Which of the 5Ms of advertising refers to the evaluation of advertising impact on sales?MoneyMissionMediaMessageNone of the abovefrancishugo.blogspot.com
TOP 10 Learning Questions forCh 19: Managing Personal CommunicationsCaroline P. Quarte / Chiz HugoApril 2011http://carolinequarte.blogspot.com/
6. What are the public issues in Direct Marketing except?Original question:Irritation, Unfairness, Deception, Invasion of PrivacySurprise, Unfairness, Deception, Invasion of PrivacyIrritation, Clarity, Deception, Invasion of PrivacyIrritation, Unfairness, Rewards, Invasion of Privacyhttp://carolinequarte.blogspot.com/
6. What are the public issues in Direct Marketing?Irritation, Unfairness, Deception, Invasion of PrivacySurprise, Unfairness, Deception, Invasion of PrivacyIrritation, Clarity, Deception, Invasion of PrivacyIrritation, Unfairness, Rewards, Invasion of Privacyfrancishugo.blogspot.comCorrect question:
Public and Ethical Issues in Direct MarketingIrritation / Unfairness / Deception / Invasion of Privacyfrancishugo.blogspot.com
6. What are the public issues in Direct Marketing?AnswerIrritation, Unfairness, Deception, Invasion of PrivacySurprise, Unfairness, Deception, Invasion of PrivacyIrritation, Clarity, Deception, Invasion of PrivacyIrritation, Unfairness, Rewards, Invasion of Privacyfrancishugo.blogspot.com
TOP 10 Learning Questions forChapter 20 Introducing New Market OfferingsLouie Mark Quizon / Chiz HugoApril 15, 2011http://louiemarkquizon.blogspot.com
VerticalLateralDiagonalBoth A and BNone4. A Shell gas station with a Shell Select store is an example of _________ marketing?http://louiemarkquizon.blogspot.com119Original question:
Vertical onlyLateral onlyVertical and LateralDiagonal onlyNone4. A Shell gas station with a Shell Select store is an example of what type of marketing?http://louiemarkquizon.blogspot.com120Improved question:
Transform a Product to Satisfy New or Different Needs through Lateral Marketing!Gas StationCafeteriaCerealCandyAudiohttp://louiemarkquizon.blogspot.com121
Lateral marketing combines two product concepts or ideas to create a new offering.Gas StationFoodCafeteriaInternetCerealSnackingCandyToyAudioPortablehttp://louiemarkquizon.blogspot.com122
Example: Shell and Shell Select StoreShell Gas StationFoodhttp://louiemarkquizon.blogspot.com123
Example: Shell and Shell Select StoreShell Gas Station with Select Store http://louiemarkquizon.blogspot.com124

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Improved top 20 questions hugo

  • 1.
    Improved Learning Questionsfor20 Chapters in Marketing ManagementFrancis Benson C. HugoApril 29, 2011francishugo.blogspot.com
  • 2.
    TOP 10 LearningQuestions forChapter 1: Defining Marketing for the 21st CenturyRiaAbendan / Chiz HugoApril 2011
  • 3.
    Original question:10. Whichis NOT true about the 4Ps Marketing Mix?Direct Marketing is under PromotionsInventory is under ProductVolume discounts is under PriceLocations is under PlaceNone of the above (all are correct)3
  • 4.
    10. Which statementis FALSE about the 4Ps of Marketing?Direct Marketing is a Promotional strategyInventory management is a Product decisionVolume discount is a Pricing decisionLocation is a Place decisionNone of the above4Improved question:francishugo.blogspot.com
  • 5.
    Marketing-Mix Tools: TheFour PsTo Create, Communicate, and Deliver VALUE to consumers, marketers should devise marketing activities classified as “marketing mix” tools of four broad kinds – the Four Ps http://pauldunay.com/wp-content/uploads/2010/01/4ps.png
  • 6.
    Product involves variety,quality, design, features, brand name…The tangible object or intangible service that is produced or manufactured by a company
  • 7.
  • 8.
    Beer products bySan MiguelPrice involves list price, discounts, allowances, payment period, credit terms…The amount a customer pays for the product (wholesale / retail)
  • 9.
    Example:Place involves channels,coverage, locations, inventory…Represents the location where a product can be purchased
  • 10.
    Examples for SanMiguel products:supermarketssari-sari storesconvenience stores
  • 11.
    Promotion involves salespromotions, advertising, public relations, direct marketing…All communications that a marketer may use in the market place
  • 12.
  • 13.
    10. Which statementis FALSE about the 4Ps of Marketing?Direct Marketing is a Promotional strategyInventory management is a Product decisionVolume discount is a Pricing decisionLocation is a Place decisionNone of the above10Improved answer:francishugo.blogspot.com
  • 14.
    10 QuestionsChapter 2:Developing MarketingStrategies and PlansSteven Michael Y. Andrada / Chiz HugoApril 15, 2011www.stevenandrada.blogspot.com1/73
  • 15.
    7. According toAnsof’s product – market expansion grid, What kind of strategy that develops new markets for the current products?Market penetration strategyProduct development strategyMarket development strategyDiversification strategyNone of the above40/73Original question:www.stevenandrada.blogspot.com
  • 16.
    7. According toAnsof’s product – market expansion grid, what kind of strategy involves development of new markets for existing products?Market penetration strategyProduct development strategyMarket development strategyDiversification strategyNone of the above40/73Improved question:francishugo.blogspot.com
  • 17.
    Ansoff’s Product –Market Expansion Grid41/73Current ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
  • 18.
    Gain market sharewith current products in the current market42/73Question 7:Ansoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
  • 19.
    43/73Question 7:Develop newproducts of potential interest to the current marketsAnsoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
  • 20.
    44/73Question 7:Develop newmarkets for the current productsAnsoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
  • 21.
    45/73Question 7:Develop newproducts to the new marketsAnsoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
  • 22.
  • 23.
    7. According toAnsof’s product – market expansion grid, what kind of strategy involves development of new markets for existing products?Market penetration strategyProduct development strategyMarket development strategyDiversification strategyNone of the above40/73Improved answer:francishugo.blogspot.com
  • 24.
    7. According toAnsof’s product – market expansion grid, what kind of strategy involves development of new markets for existing products?Market penetration strategyProduct development strategyMarket development strategyDiversification strategyNone of the above40/73francishugo.blogspot.com
  • 25.
    TOP 10 LearningQuestions Ch 3: Gathering Information and Scanning the EnvironmentMa. Katrina S. Avellana / Chiz HugoApril 2011http://kavellana.blogspot.com
  • 26.
    4. What isNOT a step in improving market intelligence? Original question:Motivate channel members to share intelligenceUtilize government data resourcesCollect customer feedback onlineNetwork externallyNone of the above23http://kavellana.blogspot.com
  • 27.
    4. Which isNOT a step in improving market intelligence? Improved question:Motivate channel members to share intelligenceUtilize government data resourcesCollect customer feedback onlineNetwork externallyNone of the above24http://kavellana.blogspot.com
  • 28.
    Steps to ImproveMarketing IntelligenceMotivate channel members to share intelligenceMotivate channel members to share intelligenceMotivate channel members to share intelligenceMotivate channel members to share intelligenceTrain Sales Force to scan for developmentsUtilize government data resourcesUtilize government data resourcesUtilize government data resourcesUtilize government data resourcesUtilize a customer advisory panelCollect customer feedback onlineCollect customer feedback onlineCollect customer feedback onlinePurchase informationNetwork externallyNetwork externally25http://kavellana.blogspot.com
  • 29.
    4. Which isNOT a step in improving market intelligence? Improved question:Motivate channel members to share intelligenceUtilize government data resourcesCollect customer feedback onlineNetwork externallyNone of the above26http://kavellana.blogspot.com
  • 30.
    TOP 10 LearningQuestions forChapter 4: Conducting Marketing Research and Forecasting DemandMeghaBehani / Chiz Hugo 15th April ’2011francishugo.blogspot.com
  • 31.
    #1: In orderto generate primary data, which amongst the following research approaches use concepts and tools from anthropology to understand how people live and work?A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 28Original question:francishugo.blogspot.com
  • 32.
    Which of thefollowing research approaches use concepts and tools from anthropology to understand how people live and work?A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 29Improved question:francishugo.blogspot.com
  • 33.
    Concept: What arethe various research approaches to gather primary data?Observational Ethnographic Focus Group SurveyBehavioral DataExperimentation30francishugo.blogspot.com
  • 34.
    Ethnographic Research: Usesconcepts and tools from anthropology and other disciplineTo provide deep understanding of how people live and work31Different ethnic group has different wedding cap. So,researchers help to design customized productsfrancishugo.blogspot.com
  • 35.
    Which of thefollowing research approaches use concepts and tools from anthropology to understand how people live and work?A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 32Improved answer:francishugo.blogspot.com
  • 36.
    TOP 10 LearningQuestions forCreating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven / Chiz HugoApril 15, 2011http://joansoliven.blogspot.com/
  • 37.
    8. Which stepon the customer development process that the costumer recommends the product?Members AdvocatesRepeat Customers Clients First-time customers http://joansoliven.blogspot.com/Original question:
  • 38.
    8. In thecustomer development process, when a costumer recommends a product, he is classified as aMember AdvocateRepeat CustomerClientFirst-time customer http://joansoliven.blogspot.com/Improved question:
  • 39.
    Customer Development ProcessInactiveor Ex-customersSource: Marketing Management 13th Edition by Philip Kotlerhttp://joansoliven.blogspot.com/
  • 40.
    Behavior of Customerin the Customer-Development Process Potentials – interestedProspects – motivatedFirst-time & repeat customers – need to be encouraged through marketing efforts Source: Marketing Management 13th Edition by Philip Kotlerhttp://joansoliven.blogspot.com/
  • 41.
    Clients - needto be treated special Members – enjoying the benefits Advocates – recommending the productPartners Behavior of Customer in the Customer-Development Process Source: Marketing Management 13th Edition by Philip Kotlerhttp://joansoliven.blogspot.com/
  • 42.
    8. In thecustomer development process, when a costumer recommends a product, he is classified as aMember AdvocateRepeat CustomerClientFirst-time customer http://joansoliven.blogspot.com/Improved question:
  • 43.
    TOP 10 LearningQuestions forCh6: Analyzing Consumer MarketsRoleigh “Rolly” Tuazon / Chiz Hugo15 April 2011http://rbtuazon.blogspot.com
  • 44.
    8. What stepis not included in the consumer buying process? A. Problem RecognitionB. EvaluationC. Post-Purchase BehaviorD. Only two of the aboveE. All of the above41Original question:http://rbtuazon.blogspot.com
  • 45.
    Which step isnot included in the consumer buying process? A. Problem RecognitionB. EvaluationC. Post-Purchase BehaviorD. Only two of the aboveE. None of the above42Improved question and choice/s:francishugo.blogspot.com
  • 46.
    Steps in theConsumer Buying Process:43Improved presentation of concept:Problem RecognitionInformation SearchEvaluationPurchase DecisionPost-Purchase BehaviorKotler, Keller. Marketing Management, 13th Edition. francishugo.blogspot.com
  • 47.
    Which step isnot included in the consumer buying process? A. Problem RecognitionB. EvaluationC. Post-Purchase BehaviorD. Only two of the aboveE. None of the above44Improved answer since all of them are considered in the process:francishugo.blogspot.com
  • 48.
    TOP 10 LearningQuestions forCh 9: Creating Brand EquitySoleil Gan / Chiz HugoApril 2011http://taeyangxinyi.blogspot.com
  • 49.
    7. Derek Ramseyand Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?CharactersMarketing ActivitiesEndorsementsRelevancePrint Advertisement46http://taeyangxinyi.blogspot.comOriginal question:
  • 50.
    7. Derek Ramseyand Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?Brand ElementsMarketing ActivitiesEndorsementsMeaning TransferencePrint Advertisement47http://taeyangxinyi.blogspot.comImproved question:
  • 51.
    Drivers of BrandEquityCreate the right brand knowledgeBRAND ELEMENTSMARKETING ACTIVITIESMEANING TRASFERENCE=From Philip Kotler’s, Marketing Management, 13th ed. http://taeyangxinyi.blogspot.com
  • 52.
    Marketing Activities isthe correct brand equity driver in the list of choicesMARKETING ACTIVITIESThe Print AD and TV Commercials of the endorsers are MARKETING ACTIVITIES. From Philip Kotler’s, Marketing Management, 13th ed. http://taeyangxinyi.blogspot.com
  • 53.
    7. Derek Ramseyand Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?Brand ElementsMarketing ActivitiesEndorsementsMeaning TransferencePrint Advertisement50http://taeyangxinyi.blogspot.com
  • 54.
    51TOP 10 LearningQuestions for Chapter 10Identifying Market Segments &TargetsSheilanor C. Turingan / Chiz HugoApril 14, 2011http://sheilanorturingan.blogspot.com
  • 55.
    52Original question:2. Thefollowing are levels of target marketing, except?IndividualSegmentLocalNicheMasshttp://sheilanorturingan.blogspot.com
  • 56.
    53Improved question:The followingare levels of target marketing, except?IndividualSegmentLocalGroupNichefrancishugo.blogspot.com
  • 57.
    4 Levels ofTarget MarketingSegment MarketingLocal MarketingNiche MarketingIndividual Marketingfrancishugo.blogspot.comhttp://sheilanorturingan.blogspot.com
  • 58.
    554 Levels ofTarget Marketing1. Individual – one-to-one/customized marketing2. Segment – customers with similar needs3. Local – tailored to needs of customers in trading areas, neighborhoods4. Niche – customers with distinct set of needshttp://sheilanorturingan.blogspot.com
  • 59.
    56Improved answer:The followingare levels of target marketing, except?IndividualSegmentLocalGroupNichefrancishugo.blogspot.com
  • 60.
    TOP 10 LearningConcepts forChapter 11:Dealing with CompetitionLady CharmayneHao / Chiz HugoApril 2011
  • 61.
    7. The followingare specific attack strategies for competition exceptProduct LaunchLower priced goodsProduct DiscountsProduct InnovationValue priced goods58Original question:
  • 62.
    7. The followingare specific attack strategies for competition exceptResearch and developmentIntensive advertising promotionsProduct proliferationProduct innovationValue priced goods59Improved question:
  • 63.
    Determine specific attackstrategies for effective competition.60Improved ServiceProduct DiscountsProduct InnovationPrestige GoodsDistribution InnovationLower Priced GoodsManufacturing –CostReductionProduct ProliferationIntensive Advertising PromotionValue-priced Goods
  • 64.
    Determine specific attackstrategies for effective competition.61Improved ServiceProduct DiscountsProduct InnovationPrestige GoodsDistribution InnovationLower Priced GoodsManufacturing –CostReductionProduct ProliferationIntensive Advertising PromotionValue-priced Goods
  • 65.
    7. The followingare specific attack strategies for competition exceptResearch and developmentIntensive advertising promotionsProduct proliferationProduct innovationValue priced goods62
  • 66.
    TOP 10 LearningQuestions forSetting Product Strategy Ch12Ivy Villamor / Chiz HugoApril 14, 2011A Downloadable TemplateFor use in the Marketing Management Class of Prof. Remigio Joseph De Ungriafrancishugo.blogspot.com
  • 67.
    1. It isthe a classification of product based on use and shopping habits of customers? Durability and TangibilityIndustrial GoodsConsumer GoodsHomo/Heterogeneous GoodsNone of the above64francishugo.blogspot.comOriginal question:
  • 68.
    Products based onuse and shopping habits of customers are classified asCapital GoodsIndustrial GoodsConsumer GoodsHomo/Heterogeneous GoodsNone of the above65francishugo.blogspot.comImproved question:
  • 69.
    Market Survival Mixof Different Product Classifications – Use (Consumer Goods)Consumer Goods for end users’ consumption on the basis of shopping habits.ConvenienceShoppingSpecialtyUnsoughthttp://www.slideshare.net/ivyvillamor
  • 70.
    Products based onuse and shopping habits of customers are classified asCapital GoodsIndustrial GoodsConsumer GoodsHomo/Heterogeneous GoodsNone of the above67francishugo.blogspot.com
  • 71.
    Top 10 LearningQuestionsCh 13 Designing and Managing ServicesRonald Patrick G. Wenceslao / Chiz HugoApril 2011francishugo.blogspot.com
  • 72.
    1. The followingare tips to improve service quality except for__________? Fair playTeamworkServant LeadershipReliabilityProduct-centric69francishugo.blogspot.comOriginal question:
  • 73.
    1. The followingare tips to improve service quality except for__________? Fair playTeamworkServant LeadershipReliabilityTraining70francishugo.blogspot.comImproved question:
  • 74.
  • 75.
    1. The followingare tips to improve service quality except for__________? Fair playTeamworkServant LeadershipReliabilityTraining72francishugo.blogspot.com
  • 76.
    TOP 10 LearningQuestions forCh 14 Developing Pricing Strategies and ProgramsZaragoza / Chiz HugoApril 15, 2011meghanngettingthere.blogspot.com
  • 77.
    2. The “GoodValue” Pricing Structure of Payment Plan Alternatives are an example of consumers arriving at price perceptions via which Key Point?References PricesPrice – quality InferencesPrice EndingsPrice CuesNone of the Above74meghanngettingthere.blogspot.comOriginal question:
  • 78.
    2. The “GoodValue” Pricing Structure of Payment Plan Alternatives is an example of consumers arriving at price perceptions via which Key Point?References PricesPrice – quality InferencesPrice EndingsPrice CuesNone of the Above75meghanngettingthere.blogspot.comImproved question:
  • 79.
    Prices with rightmostnumbers “9” or an odd number are deemed to be a BARGAIN76From Philip Kotler’s, Marketing Management, 13th Editionmeghanngettingthere.blogspot.com
  • 80.
    77Moreover, products taggedwith prices with rightmost numbers “.00 c” are deemed to be of SUPERIOR QUALITY Trattoria Steaks-to-Go $50.00 $16.99 From Philip Kotler’s, Marketing Management, 13th Editionmeghanngettingthere.blogspot.com
  • 81.
    2. An installmentpayment plan is an example of consumer price perceptions via which key point?References PricesPrice – quality InferencesPrice EndingsPrice CuesNone of the Above78meghanngettingthere.blogspot.comOriginal answer:
  • 82.
    2. The “GoodValue” Pricing Structure of Payment Plan Alternatives is an example of consumers arriving at price perceptions via which Key Point?79References PricesPrice – quality InferencesPrice EndingsPrice CuesNone of the Abovemeghanngettingthere.blogspot.comCorrected Q & A:
  • 83.
    TOP 10 LearningQuestions forChapter 16 – Managing Retailing, Wholesaling, and LogisticsJoseph Gabriel N. Morales / Chiz HugoApril 14, 2011
  • 84.
    Question 7All arepart of marketing decisions of retailers except:Target MarketPricesServicesStore atmosphereStore discounts81
  • 85.
    Question 7All arepart of marketing decisions of retailers except:Target MarketPricesServicesStore atmosphereProduct advertising82
  • 86.
    Target Market- To whom will we sell the product?83Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
  • 87.
    Product AssortmentWhat productsand variety will be offered?
  • 88.
    Broadness & depthof products?84Retailer’s Marketing DecisionsShallowDeepBroadNarrowSource: Marketing Management 13th Ed by Philip Kotler
  • 89.
    Product AssortmentWhat productsand variety will be offered?
  • 90.
    Length (# ofproducts in the product line)
  • 91.
    Breadth (# ofproducts company offers)
  • 92.
  • 93.
    Consistency (Rel. bet.Products in their final destination)85Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
  • 94.
    ProcurementManaging the inventory86Retailer’sMarketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
  • 95.
    Prices- Howwill I price my product?87Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
  • 96.
    Services – theMixPre Purchase – advertising, interior design, shopping hours, fitting rooms
  • 97.
    Post Purchase –delivery, installation, gift-wrapping
  • 98.
    Ancillary (subordinate) - parking, restroom, credit terms88Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
  • 99.
    Store AtmosphereInterior designof store; ambiance89Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
  • 100.
    Store Activitiescreating in-storeactivities to attract customers
  • 101.
  • 102.
  • 103.
    Free seminars90Retailer’s MarketingDecisionsSource: Marketing Management 13th Ed by Philip Kotler
  • 104.
    CommunicationsTo generate customertraffic & sale91Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
  • 105.
    Location – Where’sthe best place?Central Business District?
  • 106.
  • 107.
  • 108.
  • 109.
    Location within alarger store?92Retailer’s Marketing DecisionsSource: Marketing Management 13th Ed by Philip Kotler
  • 110.
    Question 7All arepart of marketing decisions of retailers except:Target MarketPricesServicesStore atmosphereProduct advertising93
  • 111.
    Chapter 17 Designingand Managing Integrated MarketingYang Zhao / Chiz HugoApr. 5.2011http://zhaointote.blogspot.com/francishugo.blogspot.com
  • 112.
    4.Which is notfollowing Nonpersonal Communication Channels?MediaSales PromotionsEvents and ExperiencesPublic relationsPersonal sellingfrancishugo.blogspot.comhttp://zhaointote.blogspot.com/Original question:
  • 113.
    All are examplesof Non-personal Communication Channels except for_____?MediaSales PromotionsEvents and ExperiencesPublic relationsPersonal sellingfrancishugo.blogspot.comhttp://zhaointote.blogspot.com/Improved question:
  • 114.
    Four channels inNonpersonal CommunicationsSales PromotionMediaPersonal sellingEvent & ExperiencePublic Relationshttp://zhaointote.blogspot.com/francishugo.blogspot.com
  • 115.
    Concepts of NonpersonalCommunications Media-Consist of print media(Newspaper and magazines); Broadcast media radio and Television);network Media; Most nonpersonal messages come through paid media.Sales Promotion- Consist of consumer promotions; trade promotions; and business and sale-force promotions.Events and Experiences-Include sports, arts, entertainment, and cause events as well as less formal activities that create novel brand interactions with consumers.Public Relations- Include communications directed internally to employees of the company or externally to consumers, other firms, the government, and media.Personal selling does not belong to Nonpersonal communicationsfrancishugo.blogspot.comhttp://zhaointote.blogspot.com/
  • 116.
    All are examplesof Non-personal Communication Channels except for_____?MediaSales PromotionsEvents and ExperiencesPublic relationsPersonal sellingfrancishugo.blogspot.comhttp://zhaointote.blogspot.com/
  • 117.
    http://jankenneth-obar.blogspot.comTOP 10 LearningQuestions forCh 17: Designing and Managing Integrated Marketing CommunicationJan Kenneth Obar / Chiz HugoApril 15, 2011
  • 118.
    http://jankenneth-obar.blogspot.com9. A toolused to draw a stronger and quicker response. To push target audience to make the final step.Sales PromotionsFree SamplesInteractive Marketing Sponsored eventsDirect Selling101Original question:
  • 119.
    http://jankenneth-obar.blogspot.comWhat tool isused to draw a stronger and quicker response and push target audience to make a purchase?Sales PromotionsFree SamplesInteractive Marketing Sponsored eventsDirect Selling102Improved question:
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    http://jankenneth-obar.blogspot.comSales Promotion:-Lead targetaudience to make the final step (purchase).103
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    http://jankenneth-obar.blogspot.comSales Promotion:Tools usedto draw a stronger and quicker buyer response.-Coupons-Contests-Premiums104
  • 122.
    http://jankenneth-obar.blogspot.comWhat tool isused to draw a stronger and quicker response and push target audience to make a purchase?Sales PromotionsFree SamplesInteractive Marketing Sponsored eventsDirect Selling105
  • 123.
    TOP 10 LearningQuestions forCh18: Managing Mass CommunicationsIra A. Ong /Chiz HugoApril 2011francishugo.blogspot.com
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    1. Which ofthe 5Ms refers to the evaluation of advertising impact on sales?MoneyMissionMediaMessageNone of the abovefrancishugo.blogspot.comOriginal question:
  • 125.
    1. Which ofthe 5Ms of advertising refers to the evaluation of advertising impact on sales?MoneyMissionMediaMessageNone of the abovefrancishugo.blogspot.comImproved question:
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    In developing anadvertising program, remember 5M’s!Reference: Philip Kotler’s Marketing Management, 13th editionfrancishugo.blogspot.com
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    It helps toanswer the following questions…Reference: Philip Kotler’s Marketing Management, 13th editionfrancishugo.blogspot.com
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    How do weevaluate the results?Sales ImpactCommunication Impactfrancishugo.blogspot.com
  • 129.
    1. Which ofthe 5Ms of advertising refers to the evaluation of advertising impact on sales?MoneyMissionMediaMessageNone of the abovefrancishugo.blogspot.com
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    TOP 10 LearningQuestions forCh 19: Managing Personal CommunicationsCaroline P. Quarte / Chiz HugoApril 2011http://carolinequarte.blogspot.com/
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    6. What arethe public issues in Direct Marketing except?Original question:Irritation, Unfairness, Deception, Invasion of PrivacySurprise, Unfairness, Deception, Invasion of PrivacyIrritation, Clarity, Deception, Invasion of PrivacyIrritation, Unfairness, Rewards, Invasion of Privacyhttp://carolinequarte.blogspot.com/
  • 132.
    6. What arethe public issues in Direct Marketing?Irritation, Unfairness, Deception, Invasion of PrivacySurprise, Unfairness, Deception, Invasion of PrivacyIrritation, Clarity, Deception, Invasion of PrivacyIrritation, Unfairness, Rewards, Invasion of Privacyfrancishugo.blogspot.comCorrect question:
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    Public and EthicalIssues in Direct MarketingIrritation / Unfairness / Deception / Invasion of Privacyfrancishugo.blogspot.com
  • 134.
    6. What arethe public issues in Direct Marketing?AnswerIrritation, Unfairness, Deception, Invasion of PrivacySurprise, Unfairness, Deception, Invasion of PrivacyIrritation, Clarity, Deception, Invasion of PrivacyIrritation, Unfairness, Rewards, Invasion of Privacyfrancishugo.blogspot.com
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    TOP 10 LearningQuestions forChapter 20 Introducing New Market OfferingsLouie Mark Quizon / Chiz HugoApril 15, 2011http://louiemarkquizon.blogspot.com
  • 136.
    VerticalLateralDiagonalBoth A andBNone4. A Shell gas station with a Shell Select store is an example of _________ marketing?http://louiemarkquizon.blogspot.com119Original question:
  • 137.
    Vertical onlyLateral onlyVerticaland LateralDiagonal onlyNone4. A Shell gas station with a Shell Select store is an example of what type of marketing?http://louiemarkquizon.blogspot.com120Improved question:
  • 138.
    Transform a Productto Satisfy New or Different Needs through Lateral Marketing!Gas StationCafeteriaCerealCandyAudiohttp://louiemarkquizon.blogspot.com121
  • 139.
    Lateral marketing combinestwo product concepts or ideas to create a new offering.Gas StationFoodCafeteriaInternetCerealSnackingCandyToyAudioPortablehttp://louiemarkquizon.blogspot.com122
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    Example: Shell andShell Select StoreShell Gas StationFoodhttp://louiemarkquizon.blogspot.com123
  • 141.
    Example: Shell andShell Select StoreShell Gas Station with Select Store http://louiemarkquizon.blogspot.com124