Top 10 Questions Analyzing Consumer Markets Ch 6

TOP 9 CONSOLIDATED
QUESTIONS CHAPTERS 1-9

Nyel Berroya
December 15, 2011

www.danielberroya.blogspot.com

Chapter 3 : Gathering
Information and Scanning the
Environment

Nyel Berroya
December 15, 2011


3. Which one is not included in the
steps of improving marketing
intelligence system?

A. Motivate channel members to share
intelligence.
B. Purchase information
C. Collect customer feedback
D. Network externally
E. None of the Above


IMPROVED VERSION


3. Marketing managers set procedures
and steps of improving marketing
intelligence system to obtain
information about developments
except?
A. Motivate channel members to share
intelligence.
B. Purchase information
C. Collect customer feedback
D. Network externally
E. None of the Above


Steps to improved Marketing
Intelligence

> Train sales force to scan for new developments.
> motivate channel members to share
intelligence.
>network externally
>utilize a customer advisory panel
>utilize gov’t data resources
> purchase information
> collect customer feedback

A non-stop learning process and
improvement to have an effective
marketing intelligence…

> Train sales force to scan for new developments.
> motivate channel members to share
intelligence.
>network externally
>utilize a customer advisory panel
>utilize gov’t data resources
> purchase information
> collect customer feedback

A non-stop learning process and
improvement to have an effective
marketing intelligence…

1. Train sales force to scan for new
developments.
2. Motivate channel members to share
intelligence.
3. Network externally
4. Utilize a customer advisory panel
5. Utilize gov’t data resources
6. purchase information
7. collect customer feedback


Top 10 Questions

(Chapter #2)

Catherine Ansay
December 15, 2011
Chapter 2 Marketing Management, Kotler 14th ed

9. Which statement is true about
Strategic Business Units?

a) It is composed of several business units that can
be planned separately from the rest of the
company.
b) It has its own set of competitors.
c) Its managers are only responsible in strategic
planning but not profit performance.
d) All of the Above
e) None of the Above

9. Which statement is true about
Strategic Business Units?

a) It is composed of several business units that can
be planned separately from the rest of the
company.
b) It has its own set of competitors.
c) Its managers are only responsible in strategic
planning but not profit performance.
d) Its managers sets business strategies to cut
costs.
e) None of the Above

9. Establishing Strategic
Business Units

• A set of products or product lines
– With clear independence from other products or
product lines
– for which a business or marketing strategy should be
designed

9. Establishing Strategic
Business Units

A Strategic Business Unit has Three
Characteristics:
1. It is a single business, or a collection of
related business, that can be planned
separately from the rest of the company.
2. It has its own set of competitors.
3. It has a manager responsible for strategic
planning and profit performance, who
controls most of the factors affecting profit.

Establishing Strategic
Business Units

• A division within a large organization that
shares the organization's market and
customer focus but has responsibility for the
development of its own marketing strategy.
A single overall strategic approach is often
inappropriate in large diversified
organizations or multinational companies.

TOP 10 Learning Questions for

(Chapter #1)

Paul Abigan
December 15, 2011

Chapter 1 21st Century Marketing, Abigan

3. All of the following are the functions
of a CMO (chief marketing officer)
Except:

A. Strengthening the brands
B. Measuring marketing effectiveness
C. Driving new product development based on
customer needs
D. Gathering meaningful customer insights
E. Developing new product technology

20

Functions of a CMO

• Strengthening the brands
• Measuring marketing effectiveness
• Driving new product development based on customer
needs
• Gathering meaningful customer insights
• Utilizing new marketing technology

• Developing new product technology is a function of
R&D which is below of a Chief Operating Officer
(COO)
21

CMO Should aim to think more
like a marketer than an executive

 Being a CMO is a holistic
assignment that manages all
touch points such as
1. Store layout
2. Package Designs
3. Product Functions
4. Employee training
5. Shipping and logistics

22

CMO Should aim to think more
like a marketer than an executive
Chief Marketing Officer (CMO) is a corporate title
referring to an executive responsible for various
marketing activities in an organization.

Areas of Responsibility - sales management, product
development, distribution channel management,
marketing communications (including advertising and
promotions), pricing, market research, and customer
service


3. All of the following are the functions
of a CMO (chief marketing officer)
Except:

A. Strengthening the brands
B. Measuring marketing effectiveness
C. Driving new product development based on
customer needs
D. Gathering meaningful customer insights
E. Developing new product technology

25

Ch 4: Conducting
Marketing Research and
Forecasting Demand

Ma Alexandria Bulaon
December 16, 2011

2. Potential market, available market,
target market, and penetrated market
are measures of _________.

A. Market demand
B. Market supply
C. Market group
D. Market size
E. Market research

27

2. The measures of _________ are
examples potential market, available
market, target market, and penetrated
market?
A. Market demand
B. Market supply
C. Market group
D. Market size
E. Market research

29

The Measures of Market Demand

30

Market Demand

- Market demand is the total amount of
purchases of a product within a specified
demographic.

Market Demand

 Potential Market- set of consumers who
express an interest
 Available Market - potential plus income and
access
 Target Market– market the firm decides to
pursue
 Penetrated Market- consumers who are
buying product

2. The measures of _________ are
examples potential market, available
market, target market, and penetrated
market?
A. Market demand
B. Market supply
C. Market group
D. Market size
E. Market research

33


Chapter 6: Analyzing Consumer Markets

Jem Caraig
December 16, 2011
For use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria

http://jemcaraig.blogspot.com

9. iPhone 4S has been recently launched by local
telecommunications companies. Consumers are now
looking for reading materials, phoning friends, going
online, and visiting stores to learn about the product.
This is an example of what stage of the Buying
Decision Process?

A. Problem Recognition
B. Information Search
C. Evaluation of Alternatives
D. Purchase Decision
E. Postpurchase Behavior

http://jemcaraig.blogspot.com 35

9. A buying decision process wherein a
customer visits stores to learn about a
product?



Buying Decision Process

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Postpurchase Behavior



Problem Recognition - The buying process starts when the buyer
recognizes a problem or need triggered by internal or external
stimuli.
Information Search - At this level a person simply becomes more
receptive to information about a product. At the next level, the
person may enter an active information search: looking for reading
material, phoning friends, going online, and visiting stores to learn
about the product.
Evaluation of Alternatives - Consumers will pay the most attention to
attributes that deliver the sought-after benefits. We can often
segment the market for a product according to attributes important
to different consumer groups.



Purchase Decision - In the evaluation stage, the consumer
forms preferences among the brands in the choice set.
The consumer may also form an intention to buy the
most preferred brand.

Postpurchase Behavior - After the purchase, the consumer
might experience dissonance that stems from noticing
certain disquieting features or hearing favorable things
about other brands and will be alert to information that
supports his or her decision.


A customer can obtain
information from several sources:

• Personal sources:
family, friends, neighbours etc
• Commercial sources:
advertising; salespeople; retailers;
dealers; packaging; point-of-sale
displays
• Public sources:
newspapers, radio, television, con
sumer organisations; specialist
magazines
• Experiential sources:
handling, examining, using the
product

9. A buying decision process wherein a
customer visits stores to learn about a
product?



Top 10 Questions for

(Chapter #7)

Marika Chavez
December 15, 2011

3. In the Buying Center, who are the
people who define specifications
and provide information for
evaluating alternatives

A. Initiators
B. Influencers
C. Deciders
D. Buyers
E. Approvers

3. The Buying Center
Initiators
Users

Influencers

Deciders

Approvers

Buyers

Gatekeepers

3. The Buying Center

1. Initiators –Uses other organization who request that something be
purchased.
2. Users – Those who will use the product or service.
3. Influencers – People who influence the the buying decision, often by
helping define specifications and providing information for evaluating
alternatives.
4. Deciders – People who decide on the product requirements for
suppliers.
5. Approvers – People who authorize the proposed action for the
deciders or buyers.
6. Buyers – People who have the formal authority to select the suppliers
or information from reaching members of the buyer center.
7. Gatekeepers – People who have the power to prevent sellers or
information from reaching the members of the buying center.


(Chapter 8- Identifying
Market Segments and
Targets)

Nailah P. Cristobal
December 16, 2011
Marketing Management Class of

Colorful Me http://nailah08.blogspot.com

4. ___________ are consumers who buy only
one brand all the time.

A. Split Loyals
B. Switchers
C. Hard-core Loyals
D. Shifting Loyals
E. Loyalists

http://nailah08.blogspot.com 49

4. What do you customers who call
themselves “apple fanatics” by buying, using
and collecting apple products only?

A. Split Loyals
B. Switchers
C. Hard-core Loyals
D. Shifting Loyals
E. Loyalists


Loyalty Status

Hard-
core
Split Loyals
Loyals

Shifting Loyals

Switchers


4 Groups based on Loyalty
Status

 Hard-core loyals-Consumers who buy only one
brand all the time.
 Split loyals-Consumers who are loyal to two or
three brands.
 Shifting loyals-Consumers who shift loyalty from
one brand to another.
 Switchers-Consumers who show no loyalty to any
brand.


4. What do you customers who call
themselves “apple fanatics” by buying, using
and collecting apple products only?

A. Split Loyals
B. Switchers
C. Hard-core Loyals
D. Shifting Loyals
E. Loyalists


Top 10 Learning Questions for

Chapter 9
Creating Brand Equity
Roche Deluta
December 15, 2011

V56 Marketing Class of


http://www.slideshare.net/rochedeluta

1. Which of the following
statement can be best described
a Brand?
A. Identify the leading market of one seller or group of sellers and to
differentiate them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller
or group of sellers and to differentiate them from those of competitors.
C. Determine which seller that produced the goods or services being offered.
D. Identify the goods or services of one seller or group of sellers and to
differentiate their dimensions from those of competitors.
E. All of the above.


1. The American Marketing Association
defines brand as

NAM SYMB
E OL

DESI TERM
GN

SIGN
COMBINAT
ION


1. The American Marketing
Association defines brand as

NAM SYMB 
E OL intended
to identify
DESI TERM the goods
GN or
services
SIGN of one
COMBINAT seller or
ION group of
sellers
http://www.slideshare.net/rochedeluta and to

A brand is the essence or
promise of what will be delivered
or experienced.

PRODUCT + CUSTOMER
PERCEPTION +
PERFORMANCE +BRAND
NAME +COMPANY = BRAND


1. Which of the following statement
can be best described a Brand?

A. Identify the leading market of one seller or group of sellers and to
differentiate them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller
or group of sellers and to differentiate them from those of competitors.
C. Determine which seller produced the goods or services being offered.
D. Identify the goods or services of one seller or group of sellers and to
differentiate their dimensions from those of competitors.
E. All of the above.


5. _________ is the set of all brand
lines that a particular seller makes
available to buyers.

A. Brand line
B. Brand mix
C. Brand equity
D. Brand extension
E. None of the above


5. Devising a Branding Strategy

BRAND BRAND BRAND BRAND
LINE MIX EQUITY EXTENSION

Is set of all Is the value When a firm uses
Consists of all brand lines added endowed an established
products that a particular on products brand to
seller makes and services Introduce a new
available to product
buyers


Brand mix is the set of brand
and product lines which under
or manage by a principal
company such as Unilever.


Top 10 Questions Analyzing Consumer Markets Ch 6

Recommended

Recommended

More Related Content

Similar to Top 10 Questions Analyzing Consumer Markets Ch 6

Similar to Top 10 Questions Analyzing Consumer Markets Ch 6 (20)

More from Daniel Leon Berroya

More from Daniel Leon Berroya (8)

Recently uploaded

Recently uploaded (20)

Top 10 Questions Analyzing Consumer Markets Ch 6