This document contains learning questions from multiple students on chapters 10-18. It includes 10 questions from Qingjuan Lu on chapter 10 about crafting brand position, with answers focusing on creating a customer-focused value proposition. There are also questions from other students on topics like product strategy, pricing strategies, retailing and wholesaling, integrated marketing communications, and mass communications. The questions cover key concepts from the chapters like the 5M's of advertising, IMC's goals of building brand equity, and definitions of different types of auctions.

1. Group 2
Top 9 Learning Questions
Chapter 10-18
LU, QINGJUAN
December 30, 2011

2. TOP 10 Learning Questions for
Chapter 10
Crafting The Brand Position
(D)evout - Mary Josette Enriquez
December 16,2011

3. The result of positioning is the successful
creating of a _________ a cogent reason why
the target market should buy the product
a. an excellent promotional campaign
b. customer-focused value proposition
c. demand channel
d. everyday low pricing
e. strategic window of opportunity
3

4. Know the value of your product
with your customers
The result of position is the successful
creation of a customer-focused value
proposition,
a cogent reason why the target market
should buy the product.
Positioning requires that similarities
and
difference between brands be defined
and communicated.
4

5. The result of positioning is the successful
creating of a _________ a cogent reason why
the target market should buy the product
a. an excellent promotional campaign
b. customer-focused value proposition
c. demand channel
d. everyday low pricing
e. strategic window of opportunity
5

6. TOP 10 Learning Questions for
Setting Product Strategy 12
Adventurer Alex Go
12.16.11

7. 9. Which of the following
statements are incorrect?
The broad definition of a product includes
events, places and services.
Elevators are considered capital items
Absolut Vodka is highly differentiate by style
Free Iphone 4s with a Globe plan of 8,000 is
an example of two-part pricing
7

8. In the chapter 12, several topics
were covered under product
strategy
Products was broadly defined as anything offered
to a market to satisfy a need/ want. (services,
events, persons, ideas)
Capital items are long lasting goods. It has 2
groups: equipments and installations (where
elevators belong)
Style describes the look and feel of the product to
the buyer. Absolut achieve this in its ads.
Two part pricing consist of a fixed fee plus a
variable usage fee
8

9. Letter D is considered captive
product pricing
Captive-product pricing provides a low mark-
up is set for the companion main product
with a high mark-up for the supplies.
The plan is considered as the companion of
the product (cellphone)
9

10. 9. Which of the following
statements are incorrect?
The broad definition of a product includes
events, places and services.
Elevators are considered capital items
Absolut Vodka is highly differentiate by style
Free Iphone 4s with a Globe plan of 8,000 is
an example of two-part pricing
10

11. 9. Which of the following
statements are incorrect?
The broad definition of a product includes
events, places and services.
Elevators are considered capital items
Absolut Vodka is highly differentiate by style
Free Iphone 4s with a Globe plan of 8,000 is
an example of two-part pricing
11

12. TOP 10 Learning Questions for
For Chapter 13
Designing and Managing Services
Foglight Carlos Gonzaga
December 15, 2011
12

13. 4. The employees' skill in serving
the client describes
A. Interactive Marketing
B. Direct Marketing
C. Internal Marketing
D. External Marketing
E. Guerilla Marketing
13

14. Three Types of Marketing in
Service Industries
External marketing
describes the normal
work of preparing,
pricing, distributing, and
promoting the service to
customers.
Internal marketing
describes training and
motivating employees to
serve customers well.
14

15. Three Types of Marketing in
Service Industries
Interactive marketing
describes the employees' skill in
serving the client. Clients judge
service not only by its technical
quality (Was the surgery
successful?), but also by its
functional quality (Did the
surgeon show concern and
inspire confidence?).
15

16. 4. The employees' skill in serving
the client describes
A. Interactive Marketing
B. Direct Marketing
C. Internal Marketing
D. External Marketing
E. Guerilla Marketing
16

17. 6. The following are solutions to
customer failures except
A. Creating high-performance customers by enhancing
their role clarity, motivation, and ability
B. Redesigning processes and redefine customer roles
to simplify service encounters
C. Encouraging "customer citizenship" where
customers help customer
D. Increasing customer shift to self-service
technologies
E. Incorporating the right technology to aid employees
and customers
17

18. Root causes of customer
failure
18

19. Root causes of customer
failure
One study estimated that one-third of all service problems are
caused by the customer. With an increasing shift to self-service
technologies, this percentage can be expected to rise.
Based on the fishbone diagram, the following solutions may address
customer failure:
- Creating high-performance customers
- Redesigning processes and redefine customer roles
- Encouraging "customer citizenship“
- Incorporating the right technology to aid employees and
customers
19

20. 6. The following are solutions to
customer failures except
A. Creating high-performance customers by enhancing
their role clarity, motivation, and ability
B. Redesigning processes and redefine customer roles
to simplify service encounters
C. Encouraging "customer citizenship" where
customers help customer
D. Increasing customer shift to self-service
technologies
E. Incorporating the right technology to aid employees
and customers
20

21. Chapter 14
Developing Pricing Strategies and
Programs
Li, Huaijun

22. Question 6
Which of the following is correct?
A. Dutch auctions is the seller puts up an item and
bidders raise the offer price until the highest price is
reached
B. English auctions is one seller and many buyers, or
one buyer and many sellers. In the first kind, an
auctioneer announces a high price for a product and
then slowly decrease the price until an bidder accepts
the price
C. Sealed-bid auctions would-be suppliers can submit
only one bid and cannot know the other bids.
D. Dispose of excess inventories or used goods is not
one major purpose of auctions.
22

23. Answer
Which of the following is correct?
A Dutch auctions is the seller puts up an item and bidders
raise the offer price until the highest price is reached
B English auctions is one seller and many buyers, or one
buyer and many sellers. In the first kind, an auctioneer
announces a high price for a product and then slowly
decrease the price until an bidder accepts the price
C Sealed-bid auctions would-be suppliers can submit
only one bid and cannot know the other bids.
D Dispose of excess inventories or used goods is not
one major purpose of auctions.

24. Analysis
A. English auctions is the seller puts up an item and
bidders raise the offer price until the highest price is
reached
B. Dutch auctions is one seller and many buyers, or one
buyer and many sellers. In the first kind, an auctioneer
announces a high price for a product and then slowly
decrease the price until an bidder accepts the price
C. Sealed-bid auctions would-be suppliers can submit
only one bid and cannot know the other bids.
D. Dispose of excess inventories or used goods is one
major purpose of auctions.

25. C Chapter 16
Managing Retailing,
Wholesaling, & Logistics
Roger C. Mabag
December 15, 2011
http://upwarddodger.blogspot.com/

26. 5. This includes all the activities in selling goods or services
to those who buy for resale or business use.
a) Retailing
b) Wholesaling
c) Selling
d) Marketing
http://upwarddodger.blogspot.com/

27. Wholesaling is…
Wholesaling includes all the activities in
selling goods or services to those who buy for
resale or business use. It excludes
manufacturers and farmers because they are
engaged primarily in production, and it
excludes retailers.
http://upwarddodger.blogspot.com/
Wholesaling

28. 5. This includes all the activities in selling goods or services
to those who buy for resale or business use.
a) Retailing
b) Wholesaling
c) Selling
d) Marketing
http://upwarddodger.blogspot.com/

29. TOP 10 Learning Questions for
Designing and Managing Integrated
Marketing Communication
CHAPTER 17
KATHLEEN ANNE MAMARADLO
December 15, 2011
http://kathleenmamaradlo.blogspot.com

30. 3. IMC’s ultimate goal is to build brand
equity which is composed of the
following except:
A. Brand awareness
B. Brand barriers
C. Brand image
D. Brand responses
E. Brand relationships
http://kathleenmamaradlo.blogspot.com

31. IMC builds brands
http://kathleenmamaradlo.blogspot.com

32. IMC builds brands
Brand
Barriers
refer to the
obstacles
encountered by
a brand in
entering the
market
http://kathleenmamaradlo.blogspot.com

33. 7. Below are the different
considerations in designing the
Communications except:
A. Global adaptation
B. Persuasion strategy
C. Message source
D. Creative strategy
E. Message strategy
http://kathleenmamaradlo.blogspot.com

34. Designing the
Communications
Message strategy
Creative strategy
Message source
Global adaptation
http://kathleenmamaradlo.blogspot.com

35. Designing the
Communications
Message strategy
Creative strategy
Message source
Global adaptation
Persuasion strategy is not part of the strategies in designing
Communications because the ultimate goal is not merely to persuade.
Rather, the objective is also to inform and remind them of the product.
http://kathleenmamaradlo.blogspot.com

36. TOP 10 Learning Concepts
Ch 18 Managing Mass
Communications
Ching D. Marcial
December 22, 2011
www.chingmarcial.blogspot.com

37. Question 1
______________ is one of the five (5) steps In
developing an advertising program, which
aims to evaluate communication strategies
and sales effects.
A. Evaluation
B. Measurement
C. Advertisement Evaluation
D. Strategic Measurement
www.chingmarcial.blogspot.com

38. Concept
The 5M’s of Advertising
MISSION MONEY
MESSAGE
MEDIA MEASUREMENT
www.chingmarcial.blogspot.com

39. Concept Explanation
The 5M’s of Advertising
MISSION MONEY
MESSAGE
MEDIA MEASUREMENT
www.chingmarcial.blogspot.com

40. Answer 1
______________ is one of the five (5) steps In
developing an advertising program, which
aims to evaluate communication strategies
and sales effects.
A. Evaluation
B. Measurement
C. Advertisement Evaluation
D. Strategic Measurement
www.chingmarcial.blogspot.com

41. Group 2
Top 9 Learning Questions
Chapter 10-18
LU, QINGJUAN
December 30, 2011