20 improved quistions for midterm

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20 improved quistions for midterm

  1. 1. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan/ Yang Zhao April 2011
  2. 2. 4. Value is the sum of customers’ perceived _______ and _______. <ul><li>Expectation and benefit </li></ul><ul><li>Share of mind and equity </li></ul><ul><li>Image and equity </li></ul><ul><li>Equity and cost </li></ul><ul><li>Cost and benefit </li></ul>
  3. 3. Marketing can be summed up as ... <ul><li>… meeting needs profitably </li></ul><ul><li>… identifying needs profitably </li></ul><ul><li>… meeting needs consistently </li></ul><ul><li>… identifying needs consistently </li></ul><ul><li>… all of the above </li></ul>Improve the question
  4. 4. Value and Satisfaction are important concepts in Marketing <ul><li>Value = sum of customers’ perceived benefits and costs </li></ul><ul><li>Combination of the customer value triad (QSP) </li></ul>VALUE QUALITY SERVICE PRICE
  5. 5. Marketing can be summed up as ... <ul><li>eBay recognized people's need to locate items that they desired most </li></ul><ul><li>eBay created an online auction website that is today number one in the online market </li></ul>
  6. 6. Marketing can be summed up as ... <ul><li>… meeting needs profitably </li></ul><ul><li>… identifying needs profitably </li></ul><ul><li>… meeting needs consistently </li></ul><ul><li>… identifying needs consistently </li></ul><ul><li>… all of the above </li></ul>
  7. 7. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan/ Yang Zhao April 2011
  8. 8. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada/Yang Zhao April 15, 2011 www.stevenandrada.blogspot.com 1/73
  9. 9. 3. What part of the core business process that defines the target markets & prospecting for new customers <ul><li>Market sensing </li></ul><ul><li>New offering realization </li></ul><ul><li>Customer acquisition </li></ul><ul><li>Customer relationship management </li></ul><ul><li>Fulfillment management </li></ul>25/73 www.stevenandrada.blogspot.com
  10. 10. What exactly is Market Sensing Process? <ul><li>Gathering market intelligence </li></ul><ul><li>Disseminating within the organization </li></ul><ul><li>Acting on the formation </li></ul>18/73 www.stevenandrada.blogspot.com Improve the question
  11. 11. Core Business Process 19/73 www.stevenandrada.blogspot.com
  12. 12. Researching, developing & launching a product 21/73 www.stevenandrada.blogspot.com Question 3:
  13. 13. Defining target markets & prospecting for new customers <ul><li>Core Business Process </li></ul>22/73 www.stevenandrada.blogspot.com Question 3:
  14. 14. Building deeper understanding, relationship & offerings <ul><li>Core Business Process </li></ul>23/73 www.stevenandrada.blogspot.com Question 3:
  15. 15. Receiving & approving orders, shipping goods & collecting payment <ul><li>Core Business Process </li></ul>24/73 www.stevenandrada.blogspot.com Question 3:
  16. 16. What exactly is Market Sensing Process? 26/73 www.stevenandrada.blogspot.com <ul><li>Gathering market intelligence </li></ul>Schedule time to walk the Show floor, attend seminars and networking events. These are opportunities to learn as much as you can about all aspects of the state of the field and to incorporate the insights you discover into your on-going business plan.
  17. 17. What exactly is Market Sensing Process? <ul><li>disseminating within the organization </li></ul>Market Sensing
  18. 18. What exactly is Market Sensing Process? <ul><li>acting on the formation </li></ul>Market Sensing
  19. 19. What exactly is Market Sensing Process? <ul><li>All activities in gathering market </li></ul><ul><li>intelligence, disseminating within the </li></ul><ul><li>organization, and acting on the </li></ul><ul><li>formation. </li></ul>
  20. 20. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada/Yang Zhao April 15, 2011 www.stevenandrada.blogspot.com 1/73
  21. 21. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana/ Yang Zhao April 2011 http://kavellana.blogspot.com
  22. 22. 6. One of the emerging trends in the business sector is an increase in _____ sector activity http://kavellana.blogspot.com <ul><li>Private </li></ul><ul><li>Public </li></ul><ul><li>Same </li></ul><ul><li>International </li></ul><ul><li>None of the above </li></ul>
  23. 23. ____ sector's activities increased is one of the emerging trends in the business sector. <ul><li>Private </li></ul><ul><li>Public </li></ul><ul><li>Same </li></ul><ul><li>International </li></ul><ul><li>None of the above </li></ul>Improve the question
  24. 24. http://kavellana.blogspot.com <ul><li>Increases in public-sector activity </li></ul>Some Emerging Business Trends
  25. 25. Some Emerging Business Trends http://kavellana.blogspot.com <ul><li>Changes in consumer landscape </li></ul>
  26. 26. ____ sector's activities increased is one of the emerging trends in the business sector. <ul><li>Private </li></ul><ul><li>Public </li></ul><ul><li>Same </li></ul><ul><li>International </li></ul><ul><li>None of the </li></ul><ul><li>above </li></ul>
  27. 27. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana/Yang Zhao April 2011 http://kavellana.blogspot.com
  28. 28. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani/ Yang Zhao 15th April ’2011
  29. 29. #3: Which amongst the following contact methods is the most versatile and require more administrative planning and supervision? <ul><li>A. Telephone interview </li></ul><ul><li>B. Online Interview </li></ul><ul><li>C. Personal Interview </li></ul><ul><li>D. Mail Questionnaire </li></ul><ul><li>E. Both A and B </li></ul>
  30. 30. When we do a personal interview, what kind of requirements person would be asking? Improve the question
  31. 31. Personal Interview is the most expensive versatile method and requires higher supervision <ul><li>Arranged interviews: </li></ul><ul><li>Based on an appointment </li></ul><ul><li>and incentives </li></ul><ul><li>Intercept interviews: </li></ul><ul><li>Based on quick , on the spot interviews </li></ul>
  32. 32. Concept: what are the Contact Methods to reach the desired customers? <ul><li>Mail Questionnaire </li></ul><ul><li>Telephonic Interview </li></ul><ul><li>Personal Interview </li></ul><ul><li>Online Interview </li></ul>
  33. 33. Types of marketing demand <ul><li>1. Negative Demand </li></ul><ul><li>People have a negative demand for </li></ul><ul><li>Vaccination, Dental work, Vasectomies. </li></ul><ul><li>2. No Demands </li></ul><ul><li>People have no demand for Farmers may not be </li></ul><ul><li>interested in new farming methods. </li></ul><ul><li>3. Latent Demand </li></ul><ul><li>harmless cigarettes, Safer neighborhood. </li></ul><ul><li>More fuel efficient cars. </li></ul>
  34. 34. Types of marketing demand <ul><li>4. Declining Demand </li></ul><ul><li>5. Irregular Demand </li></ul><ul><li>6. Full Demand </li></ul><ul><li>7. Overfull Demands </li></ul><ul><li>8. Unwholesome Demand </li></ul>
  35. 35. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand By: Megha Behani/Yang Zhao 15 th April ‘2011 Main Source: Kotler, Philip and Keller, Lane Marketing Management,13 th edition
  36. 36. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven/ Yang Zhao April 15, 2011 http://joansoliven.blogspot.com/
  37. 37. 3. It is the feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation. <ul><li>Customer Satisfaction </li></ul><ul><li>Customer Loyalty </li></ul><ul><li>Customer Perceived Value </li></ul><ul><li>Customer Retention </li></ul><ul><li>Customer Survey </li></ul>http://joansoliven.blogspot.com/
  38. 38. What kind of customers can be loyal customers, how to define? <ul><li>Emotional loyalty </li></ul><ul><li>the concept of enterprise customers, behavior </li></ul><ul><li>and visual image of the high degree of </li></ul><ul><li>recognition and satisfaction; </li></ul><ul><li>Behavioral loyalty </li></ul><ul><li>customer again when the enterprise </li></ul><ul><li>consumer products and services of </li></ul><ul><li>repeat purchase behavior; </li></ul><ul><li>Sense of loyalty </li></ul><ul><li>to make the enterprise's products and services </li></ul><ul><li>of the future consumption intentions. </li></ul>Improve the question
  39. 39. Customer Satisfaction <ul><li>The feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation. </li></ul>http://joansoliven.blogspot.com/
  40. 40. Characteristics of Highly Satisfied customers <ul><li>Stays loyal longer </li></ul><ul><li>Buys more </li></ul><ul><li>Upgrades existing </li></ul><ul><li> product </li></ul><ul><li>Talks favorably </li></ul><ul><li> to others </li></ul><ul><li>Pay less attention to competing brands </li></ul><ul><li>Less sensitive to price </li></ul><ul><li>Offers product and service idea </li></ul>Source: Marketing Management 13 th Edition by Philip Kotler
  41. 41. Customer Loyalty <ul><li>Emotional loyalty </li></ul><ul><li>the concept of enterprise customers, behavior </li></ul><ul><li>and visual image of the high degree of </li></ul><ul><li>recognition and satisfaction; </li></ul><ul><li>Behavioral loyalty </li></ul><ul><li>customer again when the enterprise </li></ul><ul><li>consumer products and services of </li></ul><ul><li>repeat purchase behavior; </li></ul><ul><li>Sense of loyalty </li></ul><ul><li>to make the enterprise's products and services </li></ul><ul><li>of the future consumption intentions. </li></ul>
  42. 42. Four Types of Marketing Activities to Improve Loyalty and Retention <ul><li>Interacting with Customers </li></ul><ul><li>1. Being a customer advocate by listening to customers and understanding their point of view </li></ul><ul><li>Developing Loyalty Programs </li></ul><ul><li>2. Helps build long-term loyalty with high customer lifetime value (CLV), creating cross-selling opportunities in the process </li></ul><ul><li>Personalizing Marketing </li></ul><ul><li>3. Create strong bonds with customers by individualizing and personalizing relationships </li></ul><ul><li>Creating Institutional Ties </li></ul><ul><li>4. Customers are less inclined to switch to another supplier when this would involve high capital costs or the loss of loyalty discounts </li></ul>
  43. 43. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven/ Yang Zhao April 15, 2011 http://joansoliven.blogspot.com/
  44. 44. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon /Yang Zhao 15 April 2011
  45. 45. 1. What three factors influence consumer behavior? <ul><li>A. Educational, Emotional, Cultural </li></ul><ul><li>B. Physical, Emotional, Cultural </li></ul><ul><li>C. Cultural, Personal, Physical </li></ul><ul><li>D. Cultural, Social, Personal </li></ul><ul><li>E. None of the Above </li></ul>
  46. 46. A girl who wants to but LV bag. She compared the bag with different shop and filtered out the higher price, to pay attention the lower price. which of the following belongs to this perception? <ul><li>Selective Attention </li></ul><ul><li>Selective Interest </li></ul><ul><li>Selective Distortion </li></ul><ul><li>Selective Retention </li></ul><ul><li>Subliminal Perception </li></ul>Improve the question
  47. 47. Factors Influencing Consumer Behavior <ul><li>Three Factors: </li></ul>Cultural Social Personal Concept 1:
  48. 48. Factors Influencing Consumer Behavior <ul><li>These factors affect consumer behavior: </li></ul>Cultural Social Personal Concept 1:
  49. 49. A girl who wants to but LV bag. She compared the bag with different shop and filtered out the higher price, to pay attention the lower price. which of the following belongs to this perception?
  50. 50. Perception <ul><li>Selective Attention – the tendency of a consumer to pay attention only to messages that address a need or interest screening out other irrelevant information. </li></ul><ul><li>Selective Distortion – is the tendency to interpret information in a way that fits our preconceptions. </li></ul><ul><li>Selective Retention – consumers likely to remember good points about a product they like and forget good points about competing products. </li></ul><ul><li>Subliminal Perception – suggests that peoples' thoughts, feelings and actions are influenced by stimuli that are perceived without any awareness of perceiving. </li></ul>
  51. 51. A girl who wants to but LV bag. She compared the bag with different shop and filtered out the higher price, to pay attention the lower price. which of the following belongs to this perception? <ul><li>Selective Attention </li></ul><ul><li>Selective Interest </li></ul><ul><li>Selective Distortion </li></ul><ul><li>Selective Retention </li></ul><ul><li>Subliminal Perception </li></ul>
  52. 52. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon/Yang Zhao 15 April 2011
  53. 53. http://sheilanorturingan.blogspot.com Chapter 8 Identifying Market Segments &Targets Sheilanor C. Turingan /Yang Zhao April 14, 2011 TOP 10 Learning Questions for
  54. 54. 1. Market Segmentation means: <ul><li>Identifying distinct group of buyers. </li></ul><ul><li>Selecting one or more market segments to enter. </li></ul><ul><li>Communicating the benefits of the company’s market offering. </li></ul><ul><li>Connecting with all customers in large, broad or diverse market. </li></ul><ul><li>All of the above </li></ul>http://sheilanorturingan.blogspot.com
  55. 55. The four segmentation variables are geographic , _____, psychographic and behavioral. <ul><li>Geographic </li></ul><ul><li>Demographic </li></ul><ul><li>Psychographic </li></ul><ul><li>Behavioral </li></ul>Improve the question
  56. 56. To compete more effectively: TARGET MARKETING <ul><li>Market Segmentation </li></ul><ul><li>>identify distinct groups </li></ul><ul><li>Market Targeting </li></ul><ul><li>>select segment to enter </li></ul><ul><li>Market Positioning </li></ul><ul><li>>communicate offering </li></ul>http://sheilanorturingan.blogspot.com
  57. 57. Market Segmentation defined as: <ul><li>> identifying distinct groups of buyers who differ in their needs and preferences </li></ul>http://sheilanorturingan.blogspot.com
  58. 58. Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group based on similar needs &wants Decide which to target
  59. 59. The four segmentation variables are geographic , _____, psychographic and behavioral. <ul><li>Demographic segmentation is a market that is based on variables. </li></ul>
  60. 60. http://sheilanorturingan.blogspot.com Chapter 10 Identifying Market Segments &Targets Sheilanor C. Turingan/Yang Zhao April 14, 2011 TOP 10 Learning Questions for
  61. 61. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan/ Yang Zhao April 2011 http://taeyangxinyi.blogspot.com
  62. 62. 1. Which of the following is NOT a component of Brand Equity? <ul><li>Relevance </li></ul><ul><li>Energy </li></ul><ul><li>Esteem </li></ul><ul><li>Individuality </li></ul><ul><li>Knowledge </li></ul>http://taeyangxinyi.blogspot.com
  63. 63. What is the brand equity? <ul><li>brand equity is the added value endowed on products and services, based on consumer’s perception and knowledge in the marketing of that brand. </li></ul>Improve the question
  64. 64. Brand Asset Valuators Components of Brand Equity 3 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
  65. 65. Individuality is not a component of brand equity, rather it is… 4 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N Differentiation -measures the degree to which a brand is seen as different from others Example: Chuckie chocolate milk advertises CALCI-N as an ingredient versus Moo who doesn’t have said ingredient
  66. 66. What reflects the consumers think, feel, and act with respect to the item, prices, market share, and profitability it commands for the firm? <ul><li>Product Quality </li></ul><ul><li>Customer Relationship </li></ul><ul><li>Brand equity </li></ul><ul><li>Economy </li></ul><ul><li>All of the above </li></ul>
  67. 67. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan/Yang Zhao April 2011 http://taeyangxinyi.blogspot.com
  68. 68. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco/ Yang Zhao April 14, 2011
  69. 69. 3. The Product Life Cycle is composed of the following except <ul><li>Introduction </li></ul><ul><li>Decline </li></ul><ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Development </li></ul>
  70. 70. Which of the following has a product life cycle that is hard to predict? <ul><li>a) Style </li></ul><ul><li>b) Fashion </li></ul><ul><li>c) Fad </li></ul>Improve the question
  71. 71. The Product Life Cycle has four stages… <ul><li>Introduction – slow sales growth and product is introduced in the market </li></ul><ul><li>Growth – rapid market acceptance and substantial profit improvement </li></ul><ul><li>Maturity – slowdown in sales growth </li></ul><ul><li>Decline – sales show a downward drift and profits erode </li></ul>
  72. 72. The graph shows the PRODUCT LIFE CYCLE.
  73. 73. Which of the following has a product life cycle that is hard to predict? <ul><li>b) fashion </li></ul><ul><li>The length of a fashion cycle is hard to predict. One point of view is that fashions end because they represent a purchase compromise and consumers start looking for the missing attributes. </li></ul>
  74. 74. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco/Yang Zhao April 14, 2011
  75. 75. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao/Yang Zhao April 2011
  76. 76. How to identify primary competitors? Concept # 2 Industry How many and how different? Level Of growth to a global scale Level Of management control style Expenses that a firm must account when manufacturing a product or service Circumstances that determine when To enter and exit Number of Sellers and Differentiation Degree Entry, Mobility, and Exit Barriers Cost Structure Degree of Globalization Degree of Vertical Integration
  77. 77. what the company should monitor variables when analyzing competitors? <ul><li>Share of Market </li></ul><ul><li>Share of Heart </li></ul><ul><li>Share of Mind </li></ul>Improve the question
  78. 78. How to identify primary competitors? Concept # 2 Industry Number of Sellers and Differentiation Degree Entry, Mobility, and Exit Barriers Cost Structure Degree of Globalization Degree of Vertical Integration
  79. 79. Beating competition! Improving market share and profitability <ul><li>Variables in analyzing competitors: </li></ul><ul><li>1. Share of Market – the competitor’s share of the target Market </li></ul><ul><li>2. Share of Mind – percentage of customers who named the competitor in responding to the statement: “ Name the first company that comes to mind in this industry” </li></ul><ul><li>3. Share of Heart – percentage of customers who named the competitor in responding to the statement: “Name the company from which you would prefer to buy the product” </li></ul><ul><li>Generally, the companies that make steady gains in mind share and heart share will inevitably make gains in market share and profitability </li></ul>
  80. 80. what the company should monitor variables when analyzing competitors? <ul><li>Share of Mind </li></ul>
  81. 81. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao/Yang Zhao April 1, 2011 Source: Kotler, Philip and Keller, Lane Marketing Management, 13 th edition Pearson one, Prentice Hall, Inc., 2009
  82. 82. TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor/Yang Zhao April 14, 2011 A Downloadable Template For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria
  83. 83. 2. Which of the items below is a basic component of an attractive market offering to customers? <ul><li>Product line Up-Market Stretch </li></ul><ul><li>Services Mixes & Quality </li></ul><ul><li>Core benefit </li></ul><ul><li>Percentage contribution to Sales and Profits </li></ul><ul><li>All of the above </li></ul>
  84. 84. A company can classify its products into four types. Which type of product produce a high volume sales and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity? <ul><li>core product </li></ul><ul><li>staple product </li></ul><ul><li>specialty product </li></ul><ul><li>convenience items </li></ul><ul><li>shopping goods </li></ul>Improve the question
  85. 85. <ul><li>Value-based prices </li></ul>Product Features & Quality Services Mix & Quality <ul><li>Customers always judge market offering on three basic elements </li></ul>Concept 1: WOW Customer by Satisfying the 3 Components of Market Offering… Attractiveness of the Market Offering
  86. 86. Core product <ul><li>Basic laptop computers that produce high sales volume and are heavily promoted but with low margins because they are viewed as undifferentiated commodities. </li></ul>
  87. 87. A company can classify its products into four types. Which type of product produce a high volume sales and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity? <ul><li>core product </li></ul><ul><li>staple product </li></ul><ul><li>specialty product </li></ul><ul><li>convenience items </li></ul><ul><li>shopping goods </li></ul>
  88. 88. TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor/Yang Zhao April 14, 2011 A Downloadable Template For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria
  89. 89. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao/Yang Zhao April 2011 rgwenceslao.blogspot.com
  90. 90. 3. A home-service massage is a good example of what type of service mix category? 4 <ul><li>Pure tangible good </li></ul><ul><li>Pure service </li></ul><ul><li>Hybrid </li></ul><ul><li>Service with accompanying goods </li></ul><ul><li>Good with accompanying services </li></ul>
  91. 91. Services are typically produced and consumed simultaneously. Which of the following are _____ characteristic of services. <ul><ul><li>A. Intangibility </li></ul></ul><ul><ul><li>B. Variability </li></ul></ul><ul><ul><li>C. Inseparability </li></ul></ul><ul><ul><li>D. Consumability </li></ul></ul><ul><ul><li>E. Perishability </li></ul></ul>Improve the question
  92. 92. Examples for each categories of service mix 5 Pure tangible good - eggs Good with accompanying services – Subaru Impreza Hybrid – Food courts / fast food Service with accompanying goods – Jollibee Delivery Pure service
  93. 93. Services are typically produced and consumed simultaneously <ul><li>Physical goods are manufactured, then put into inventory, distributed through multiple resellers, and consumed later, services are typically produced and consumed simultaneously. </li></ul>
  94. 94. Services are typically produced and consumed simultaneously. Which of the following are _____ characteristic of services. <ul><ul><li>A. Intangibility </li></ul></ul><ul><ul><li>B. Variability </li></ul></ul><ul><ul><li>C. Inseparability </li></ul></ul><ul><ul><li>D. Consumability </li></ul></ul><ul><ul><li>E. Perishability </li></ul></ul>
  95. 95. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao/Yang Zhao April 2011 rgwenceslao.blogspot.com
  96. 96. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/Yang Zhao April 15, 2011 meghanngettingthere.blogspot.com
  97. 97. 1. Consumers use PRICE as an indicator of _____________. <ul><li>Product Comparability </li></ul><ul><li>Product Quantity </li></ul><ul><li>Product Superiority </li></ul><ul><li>Product Quality </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  98. 98. Which of the following belongs to if people would like to go HK during Christmas, because it has discount for shopping and hotel. <ul><li>Tourist Discount </li></ul><ul><li>Functional Discount </li></ul><ul><li>Promotional Discount </li></ul><ul><li>Seasonal Discount </li></ul><ul><li>All of above </li></ul>Improve the question
  99. 99. Consumers arrive at Price Perceptions via 4 Key Points meghanngettingthere.blogspot.com Reference Prices Price – quality Inferences Price Endings Price Cues
  100. 100. Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition $20.88 $14.68 400 Tablets 270 Tablets
  101. 101. which of the following belongs to if people would like to go HK during Christmas, because it has discount for shopping and hotel. <ul><li>Tourist Discount </li></ul><ul><li>Functional Discount </li></ul><ul><li>Promotional Discount </li></ul><ul><li>Seasonal Discount </li></ul><ul><li>All of above </li></ul>
  102. 102. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/ Yang Zhao April 15, 2011 meghanngettingthere.blogspot.com
  103. 103. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales/ Yang Zhao April 14, 2011
  104. 104. In Logistics, what are the marketing decisions that have to be considered? <ul><li>Procurement, Warehousing, Transportation, Inventory </li></ul><ul><li>Order Processing, Warehousing, Inventory, Transportation </li></ul><ul><li>Placement, Transportation, Inventory, Movement </li></ul><ul><li>Procurement, Placement, Inventory, Transportation </li></ul><ul><li>Order Processing, Placement, Inventory, Movement </li></ul>Question 4
  105. 105. What type of warehouse can be treated by using advanced materials under the control system of a central computer ? <ul><li>a) Automated warehouse </li></ul><ul><li>b) Distribution warehouse </li></ul><ul><li>c) Storage warehouse </li></ul><ul><li>d) Modern warehouse </li></ul>Improve the question
  106. 106. In Logistics, what are the marketing decisions that have to be considered? <ul><li>Procurement, Warehousing, Transportation, Inventory </li></ul><ul><li>Order Processing, Warehousing, Inventory, Transportation </li></ul><ul><li>Placement, Transportation, Inventory, Movement </li></ul><ul><li>Procurement, Placement, Inventory, Transportation </li></ul><ul><li>Order Processing, Placement, Inventory, Movement </li></ul>Question 4
  107. 107. Marketing Decisions in Logistics <ul><li>How should orders be handled? </li></ul><ul><li>(Order Processing) </li></ul><ul><li>Where should stock be located? </li></ul><ul><li>(Warehousing) </li></ul><ul><li>How much stock should be held? </li></ul><ul><li>(Inventory) </li></ul><ul><li>How should goods be shipped? </li></ul><ul><li>(Transportation) </li></ul>Source: Marketing Management 13 th Ed by Philip Kotler
  108. 108. What type of warehouse can be treated by using advanced materials under the control system of a central computer ? <ul><li>a) Automated warehouse </li></ul><ul><li>b) Distribution warehouse </li></ul><ul><li>c) Storage warehouse </li></ul><ul><li>d) Modern warehouse </li></ul>
  109. 109. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales/Yang Zhao April 14, 2011
  110. 110. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo/ Yang Zhao April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
  111. 111. 1. Which of the 5 M’s of Advertising involves consideration of market share, consumer base and competition? <ul><li>Mission </li></ul><ul><li>Money </li></ul><ul><li>Message </li></ul><ul><li>Media </li></ul><ul><li>Measurement </li></ul>http://ph.linkedin.com/in/francisbensoncabehugo
  112. 112. Which of the following is mass communication tools? <ul><li>Public relations </li></ul><ul><li>Sales promotions </li></ul><ul><li>Advertising </li></ul><ul><li>Events and experiences </li></ul><ul><li>All of above </li></ul>Improve the question
  113. 113. These are the 5 major decisions in developing an advertising program! http://ph.linkedin.com/in/francisbensoncabehugo
  114. 114. Money asks the question: “How much can be spent?” <ul><li>Establish advertising budget for each product </li></ul><ul><ul><ul><li>Spend the amount required : </li></ul></ul></ul><ul><li> achieve the sales goal </li></ul>http://ph.linkedin.com/in/francisbensoncabehugo
  115. 115. Which of the following is mass communication tools? <ul><li>Public relations </li></ul><ul><li>Sales promotions </li></ul><ul><li>Advertising </li></ul><ul><li>Events and experiences </li></ul><ul><li>All of above </li></ul>
  116. 116. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo/ Yang Zhao April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
  117. 117. TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte/ Yang Zhao April 2011 http://carolinequarte.blogspot.com/
  118. 118. <ul><li>Direct mail </li></ul><ul><li>Direct interaction </li></ul><ul><li>Direct selling </li></ul><ul><li>Direct communication </li></ul>Answer 2. Direct marketing channels include _________, catalogs, and telemarketing ? http://carolinequarte.blogspot.com/
  119. 119. what is the use of consumer direct channels to reach and deliver good and service to customer without using Marketing middlemen? <ul><li>Advertising </li></ul><ul><li>Sales promotion </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Public relations & publicity </li></ul><ul><li>Personal selling </li></ul>Improve the question
  120. 120. Direct Marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen. http://carolinequarte.blogspot.com/ http://carolinequarte.blogspot.com/ Direct Mail Catalogs Telemarketing
  121. 121. what is the use of consumer direct channels to reach and deliver good and service to customer without using Marketing middlemen? <ul><li>Advertising </li></ul><ul><li>Sales promotion </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Public relations & publicity </li></ul><ul><li>Personal selling </li></ul>
  122. 122. TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte/ Yang Zhao April 2011 http://carolinequarte.blogspot.com/
  123. 123. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon/ Yang Zhao April 15, 2011 http://louiemarkquizon.blogspot.com
  124. 124. 7. ________ is an individual’s decision to become a regular user of the product <ul><li>Awareness </li></ul><ul><li>Interest </li></ul><ul><li>Evaluation </li></ul><ul><li>Trial </li></ul><ul><li>Adoption </li></ul>http://louiemarkquizon.blogspot.com
  125. 125. Which of the following is the right step of the Consumer-Adoption Process? <ul><li>Awareness - Interest- Evaluation- trial- Adoption </li></ul><ul><li>Adoption - Awareness- Interest- Evaluation- trial </li></ul><ul><li>Interest - Evaluation - Awareness - trial- Adoption </li></ul><ul><li>Interest – Awareness – Evaluation – trial - Adoption </li></ul><ul><li>Awareness - trial - Interest - Evaluation - Adoption </li></ul>Improve the question
  126. 126. http://louiemarkquizon.blogspot.com How does a Consumer Adopt to a New Product and Service?
  127. 127. http://louiemarkquizon.blogspot.com The consumer becomes aware of the innovation but lacks information about it
  128. 128. http://louiemarkquizon.blogspot.com The consumer is stimulated to seek information about the innovation
  129. 129. http://louiemarkquizon.blogspot.com The consumer considers whether to try the innovation
  130. 130. http://louiemarkquizon.blogspot.com The consumer tries the innovation to improve his or her estimate of its value
  131. 131. http://louiemarkquizon.blogspot.com The consumer decides to make full and regular use of the innovation
  132. 132. 5 stages for adopters to move through the new products <ul><li>Adoption : The consumer decides to make </li></ul><ul><li>full and regular us of the innovation </li></ul>Awareness : The consumer becomes aware of the innovation but lacks information about it Interest : The consumer is stimulated to seek information about the innovation Evaluation: The consumer considers whether to try the innovation Trial : The consumer tries the innovation to improve his or her estimate of its value Interest Evaluation Adoption Trial Awareness
  133. 133. Which of the following is the right step of the Consumer-Adoption Process? <ul><li>Awareness - Interest- Evaluation- trial- Adoption </li></ul><ul><li>Adoption - Awareness- Interest- Evaluation- trial </li></ul><ul><li>Interest - Evaluation - Awareness - trial- Adoption </li></ul><ul><li>Interest – Awareness – Evaluation – trial - Adoption </li></ul><ul><li>Awareness - trial - Interest - Evaluation - Adoption </li></ul>
  134. 134. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon/ Yang Zhao April 15, 2011 http://louiemarkquizon.blogspot.com
  135. 135. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. /Yang Zhao April 14, 2011 www.leeaizabelsandel.blogspot.com
  136. 136. 3. McDonalds, KFC and Apple Stores is an example of global companies that go into in foreign markets through which mode of entry? <ul><li>Indirect exporting </li></ul><ul><li>Direct exporting </li></ul><ul><li>Licensing </li></ul><ul><li>Joint Venture </li></ul><ul><li>Direct Investment </li></ul>04/29/11 RBSD-Marketing Department www.leeaizabelsandel.blogspot.com
  137. 137. which of the following country are using the different corlour packaging for Coca-Cola . <ul><li>China </li></ul><ul><li>Indonisia </li></ul><ul><li>America </li></ul><ul><li>Brazil </li></ul><ul><li>None of the above. </li></ul>04/29/11 RBSD-Marketing Department Improve the question
  138. 138. 5 Modes Of Entry Into Foreign Markets 04/29/11 RBSD-Marketing Department www.leeaizabelsandel.blogspot.com Direct Exporting Licensing Direct Investments Joint venture Indirect Exporting Level of Commitment, Risk, Control, Profit Potential
  139. 139. Licensing is a way of exporting through issuing a license for the use of manufacturing process, trademark, patent, trade secret, or other items of value for a fee or royalty. 04/29/11 RBSD-Marketing Department www.leeaizabelsandel.blogspot.com Direct Exporting Licensing Direct Investments Joint venture Indirect Exporting Level of Commitment, Risk, Control, Profit Potential
  140. 140. Global Organization Strategies 04/29/11 RBSD-Marketing Department www.leeaizabelsandel.blogspot.com World as Single Market “ Glocal” Multinational
  141. 141. “ Think Global , Act Local” is Coca-Cola’s new philosophy that standardizes certain elements and localizes certain elements where they have a good mix of marketing ideas. 04/29/11 RBSD-Marketing Department www.leeaizabelsandel.blogspot.com “ Glocal” Red team Blue team Folkloric Parintins Festival
  142. 142. TOP 10 Learning Questions for Tapping into Global Markets Sandel, Lee Aizabel L. /Yang Zhao April 15, 2011 www.leeaizabelsandel.blogspot.com
  143. 143. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano/Yang Zhao April 14, 2011 miralynnserrano.blogspot.com
  144. 144. <ul><li>Proficiency </li></ul><ul><li>Simplicity </li></ul><ul><li>Efficiency </li></ul><ul><li>Stability </li></ul><ul><li>Integrity </li></ul>1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ . miralynnserrano.blogspot.com
  145. 145. Which of the following is under the Marketing Vice President in the Functional Organization. <ul><li>New-products manager </li></ul><ul><li>Sales manager </li></ul><ul><li>Marketing administration manager </li></ul><ul><li>Marketing research manager </li></ul><ul><li>All of above </li></ul>Improve the question
  146. 146. FUNCTIONAL ORGANIZATION 5 miralynnserrano.blogspot.com is the most COMMON form of Marketing organization and for Administrative SIMPLICITY
  147. 147. Effective Internal Marketing using FUNCTIONAL ORGANIZATION 7 miralynnserrano.blogspot.com Marketing Vice President Consists of FINGERS as Specialists or Managers with different Functions
  148. 148. Functional Org. of the vice president
  149. 149. Which of the following is under the Marketing Vice President in the Functional Organization. <ul><li>New-products manager </li></ul><ul><li>Sales manager </li></ul><ul><li>Marketing administration manager </li></ul><ul><li>Marketing research manager </li></ul><ul><li>All of above </li></ul>
  150. 150. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano/ Yang Zhao April 14, 2011 miralynnserrano.blogspot.com

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