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20 improved questions

S
Sheilanor Turingan

The document contains questions and summaries related to marketing concepts from various chapters. It discusses the 3 V's approach to marketing, identifying the marketing approach that satisfies unmet customer needs as value positioning. It also discusses components of brand equity like differentiation, the product life cycle stages of growth and maturity, and characteristics of services like perishability and inseparability. Personal factors influencing consumer behavior are mentioned like life stage and values. Other concepts covered include the marketing communication mix, barriers to entry, and price perceptions.

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10 QuestionsChapter 2: Developing MarketingStrategies and PlansSteven Y. Andrada/Shy TuringanApril 15, 2011http://sheilanorturingan.blogspot.com1/73
REVISED LEARNING QUESTIONS Sheilanor C. TuringanApril 29, 2011http://sheilanorturingan.blogspot.com
1. According to Nirmalya Kumar, All of the following are the 3 V’s approach to marketing, except?Value SegmentValue PrepositionValue PositioningValue NetworkNone of the above8/73http://sheilanorturingan.blogspot.com
1. Marketing approach that identifies and satisfies the unmet needs of the target marketValue SegmentValue PrepositionValue PositioningValue NetworkNone of the above8/73http://sheilanorturingan.blogspot.com
3 V’s Approach to Marketing4/73http://sheilanorturingan.blogspot.com
Define customer and needs3 V’s Approach to Marketing5/73Question 1:http://sheilanorturingan.blogspot.com
Identify and satisfy an unmet need that your target market possesses.3 V’s Approach to Marketing6/73Question 1:http://sheilanorturingan.blogspot.com
System of partnerships and alliances that a firm creates to source, augment and deliver its offerings.3 V’s Approach to Marketing7/73Question 1:http://sheilanorturingan.blogspot.com
1. Marketing approach that identifies and satisfies the unmet needs of the target marketValue SegmentValue PrepositionValue PositioningValue NetworkNone of the above8/73http://sheilanorturingan.blogspot.com
TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the EnvironmentMa. Katrina S. Avellana/Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
1. Marketing Information System (MIS) consists of the following except: PeopleEquipmentInformationProceduresAll of the abovehttp://sheilanorturingan.blogspot.com11
1. Marketing Information System (MIS) consists of the following except: PeopleEquipmentInformationProceduresNone of the abovehttp://sheilanorturingan.blogspot.com12
Marketing Information System (MIS)Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.http://sheilanorturingan.blogspot.com13
1. Marketing Information System (MIS) consists of the following except: PeopleEquipmentInformationProceduresNone of the abovehttp://sheilanorturingan.blogspot.com14
TOP 10 Learning Questions forCreating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven/ Shy TuringanApril 15, 2011http://sheilanorturingan.blogspot.com
1. Difference between what the customer gets and what he or she gives for different possible choices.A. Customer Satisfaction B. Good Service C. Quality Product D. Customer Perceived ValueE. Product http://sheilanorturingan.blogspot.com
1. Difference between what the customer gets and what he or she gives for different possible choices.A. Customer Satisfaction B. Customer RetentionC. Customer Loyalty D. Customer Perceived ValueE. Customer Surveyhttp://sheilanorturingan.blogspot.com
Customer Perceived Value Difference between what the customer gets and what he or she gives for different possible choices.Source: Marketing Management 13th Edition by Philip Kotlerhttp://sheilanorturingan.blogspot.com
Consumers are more educated and informed, they seek out superior alternatives Dell offering better service than HP, they outpaced HP before in terms of customer perceived value.Source: Marketing Management 13th Edition by Philip Kotlerhttp://sheilanorturingan.blogspot.com
1. Difference between what the customer gets and what he or she gives for different possible choices.A. Customer Satisfaction B. Customer RetentionC. Customer Loyalty D. Customer Perceived ValueE. Customer Surveyhttp://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forChapter 4: Conducting Marketing Research and Forecasting DemandMeghaBehani/ Shy Turingan15th April ’2011http://sheilanorturingan.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 22http://sheilanorturingan.blogspot.com
The following are various research approaches except:A. Behavioural Data ResearchB. Demographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 23http://sheilanorturingan.blogspot.com
Concept: What are the various research approaches to gather primary data?Observational Ethnographic Focus Group SurveyBehavioral DataExperimentation24http://sheilanorturingan.blogspot.com
The following are various research approaches except:A. Behavioural Data ResearchB. Demographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 25http://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forCh6: Analyzing Consumer MarketsRoleigh “Rolly” Tuazon/Shy Turingan15 April 2011http://sheilanorturingan.blogspot.com
4. What is NOT a personal factor? A. Life-Cycle StageB. Personality C. ValuesD. Only two of the aboveE. All of the above27http://sheilanorturingan.blogspot.com
4. What is NOT a personal factor? A. Life-Cycle StageB. Personality C. ValuesD. OccupationE. Competence28http://sheilanorturingan.blogspot.com
Personal Factors29Concept 5:AgeLife-Cycle StageOccupationSelf-ConceptLifestyleWealth PersonalityValuesKotler, Keller. Marketing Management, 13th Edition. http://sheilanorturingan.blogspot.com
4. What is NOT a personal factor? A. Life-Cycle StageB. Personality C. ValuesD. OccupationE. Competence30http://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forCh 9: Creating Brand EquitySoleil Gan/Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
1. Which of the following is NOT a component of Brand Equity?RelevanceEnergyEsteemIndividualityKnowledge32http://sheilanorturingan.blogspot.com
1. A component of Brand Equity which measures the degree to which brand is seen as different from the othersRelevanceEnergyIndividualityDifferentiationKnowledge33http://sheilanorturingan.blogspot.com
Individuality is not a component of brand equity, rather it is…4BRAND EQUITYDifferentiation-measures the degree to which a brand is seen as different from othersExample:Chuckie chocolate milk advertises CALCI-N as an ingredientversus Moo who doesn’t have said ingredientDifferentiationRelevanceEnergyKnowledgeEsteemhttp://sheilanorturingan.blogspot.comCALCI-N
1. A component of Brand Equity which measures the degree to which brand is seen as different from the others.RelevanceEnergyIndividualityDifferentiationKnowledge35http://sheilanorturingan.blogspot.com
TOP 10 Questions forChapter 10:Crafting the Brand PositioningAnna Katrina L. Guray/ Shy TuringanApril 15, 2011http://sheilanorturingan.blogspot.com
1. are associations/benefits that can be shared with other brands.Points-of-ParityPoints-of-DifferenceBrand ImageBrand ConceptPoints-of-ValueQuestion w/ Answerhttp://sheilanorturingan.blogspot.com37
1. are associations/benefits that can be shared with other brands.Points-of-ParityPoints-of-DifferencePoints-of-ImagePoints-of-ConceptPoints-of-Value38http://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forChapter 10Crafting the Brand PositioningPearl Hazelle S. Velasco/ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
3. The Product Life Cycle is composed of the following exceptIntroductionDeclineGrowthMaturityDevelopmenthttp://sheilanorturingan.blogspot.com
3. Rapid market acceptance and substantial profit improvement happen on which stage of product life cycle?IntroductionDeclineGrowthMaturityDevelopmenthttp://sheilanorturingan.blogspot.com
The Product Life Cycle has four stages…42Introduction – slow sales growth and product is introduced in the marketGrowth – rapid market acceptance and substantial profit improvementMaturity – slowdown in sales growthDecline – sales show a downward drift and profits erodehttp://sheilanorturingan.blogspot.com
The graph shows the PRODUCT LIFE CYCLE.43http://sheilanorturingan.blogspot.com
3. Rapid market acceptance and substantial profit improvement happen on which stage of product life cycle?IntroductionDeclineGrowthMaturityDevelopmenthttp://sheilanorturingan.blogspot.com
TOP 10 Learning Concepts forChapter 11:Dealing with CompetitionLady CharmayneHao/ Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
1. Which of the following is true?In threat of segment rivalry, a segment is unattractive if it does not contain numerous, strong, or aggressive competitors.In threat of new entrants, a segment is attractive if entry barriers are low and exit are high.In threat of segment rivalry, a segment is unattractive if there are actual potential substitutes for the product.In threat of new entrants, a segment is attractive if entry barriers are high and exit are low.In threat of segment rivalry, a segment is attractive if it places a limit on prices and profit. 46http://sheilanorturingan.blogspot.com
1. Barriers to entry include the following, except:Economies of scaleProduct DifferentiationCapital RequirementsSwitching CostDistribution Channel AccessPrice Sensitivity47http://sheilanorturingan.blogspot.com
“Threat of new entrants” refers to the threat existing competitors face upon new competitors48Barriers to entry:Economies of scaleProduct DifferentiationCapital RequirementsSwitching CostDistribution Channel AccessGovernment PoliciesAttractive if entry barriers are high and exit are low!http://sheilanorturingan.blogspot.com
1. Barriers to entry include the following, except:Economies of scaleProduct DifferentiationCapital RequirementsSwitching CostDistribution Channel AccessPrice Sensitivity49http://sheilanorturingan.blogspot.com
TOP 10 Learning QuestionsCh 13 Designing and Managing ServicesRonald Patrick G. Wenceslao/Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
44. Which of the following is a characteristic of a service?AdaptabilityFlexibilityPerishabilityNone of the aboveAll of the abovehttp://sheilanorturingan.blogspot.com
44. Which of the following is not a characteristic of a service?AdaptabilityFlexibilityPerishabilityInseparabilityIndividualityhttp://sheilanorturingan.blogspot.com
6Characteristics of ServicesIntangibilityInseparabilityVariabilityPerishabilityhttp://sheilanorturingan.blogspot.com
44. Which of the following is not a characteristic of a service?AdaptabilityFlexibilityPerishabilityInseparabilityIndividualityhttp://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forCh 14 Developing Pricing Strategies and ProgramsMeghann Zaragoza/Shy turinganApril 15, 2011http://sheilanorturingan.blogspot.com
1. Consumers use PRICE as an indicator of _____________.Product ComparabilityProduct QuantityProduct SuperiorityProduct QualityNone of the Above56http://sheilanorturingan.blogspot.com
1. Consumers use PRICE as an indicator of _____________.Product ComparabilityProduct QuantityProduct SuperiorityProduct QualityProduct Individuality57http://sheilanorturingan.blogspot.com
Consumers arrive at Price Perceptions via 4 Key PointsReference PricesPrice – quality InferencesPrice EndingsPrice Cueshttp://sheilanorturingan.blogspot.com
59Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS400 Tablets270 Tablets $20.88 $14.68 From Philip Kotler’s, Marketing Management, 13th Editionhttp://sheilanorturingan.blogspot.com
1. Consumers use PRICE as an indicator of _____________.Product ComparabilityProduct QuantityProduct SuperiorityProduct QualityProduct Individuality60http://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forChapter 16 – Managing Retailing, Wholesaling, and LogisticsJoseph Gabriel N. Morales/ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
Question 7All are part of marketing decisions of retailers except:Target MarketPricesServicesStore atmosphereStore discounts62http://sheilanorturingan.blogspot.com
Question 7Product Assortment includes the ff except:Length BreadthDepthConsistencyCost63http://sheilanorturingan.blogspot.com
Product AssortmentWhat products and variety will be offered?
Broadness & depth of products?64ShallowDeepBroadNarrowSource: Marketing Management 13th Ed by Philip Kotlerhttp://sheilanorturingan.blogspot.com
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)65Source: Marketing Management 13th Ed by Philip Kotlerhttp://sheilanorturingan.blogspot.com
Question 7Product Assortment includes the ff except:Length BreadthDepthConsistencyCost66http://sheilanorturingan.blogspot.com
TOP 10 Learning Question forChapter 17 Designing and Managing Integrated MarketingYang Zhao/Shy TuringanApril. 2011http://sheilanorturingan.blogspot.com
How many models of marketing communication mix?A. 2B. 4C. 6D. 8E. 10http://sheilanorturingan.blogspot.com
A variety of short-term incentives to encourage trial or purchase of a product or service A. AdvertisingB. Sales and PromotionC. Events & ExperienceD. Public relations & PublicityE. Direct Marketinghttp://sheilanorturingan.blogspot.com
Marketing Communication mix (8 major models of Communication)Advertising Any paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor.Sales Promotion A variety of short-term incentives to encourage trial or purchase of a product or serviceEvents and experience Company-sponsored activities and programs designed to create daily or special brand-related interactionsPublic relations and publicity A program designed to promote or protect a company's image or its individual productshttp://sheilanorturingan.blogspot.com
Marketing Communication mix (8 major models of Communication)Direct Marketing User of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects.Interactive Marketing Online activities and programs designed to engaged customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and servicesWord- of - Mouth MarketingPeople-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services.Personal SellingFace-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.http://sheilanorturingan.blogspot.com
A variety of short-term incentives to encourage trial or purchase of a product or service A. AdvertisingB. Sales and PromotionC. Events & ExperienceD. Public relations & PublicityE. Direct Marketinghttp://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forChapter 18 Managing Mass CommunicationsFrancis Benson C. Hugo/ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
7. Which of the following refers to any paid form of nonpersonal presentation & promotion of ideas, goods or services by an identified sponsor ?Sales promotionAdvertisingPublic relationsEvents and experiences74http://sheilanorturingan.blogspot.com
7. Mass Communication uses the following tools except:Public RelationsEvents & ExperienceAdvertisingSales PromotionsSales Communication75http://sheilanorturingan.blogspot.com
Public relations - maintaining public image for the businessa. speaking at conferences b. working with the media c. employee communication 76Mass Communications use 4 PEAS toolshttp://sheilanorturingan.blogspot.com
Events and experiences - becoming part of relevant moments77Mass Communications use 4 PEAS toolshttp://sheilanorturingan.blogspot.com
Advertising - persuading an audience to purchase or take some action on:products
ideas
services78Mass Communications use 4 PEAS toolshttp://sheilanorturingan.blogspot.com
Sales promotions - providing incentives to customers to stimulate immediate salesExamples:coupons
product samples
premiums
freebies
contests
rebates79Mass Communications use 4 PEAS toolshttp://sheilanorturingan.blogspot.com
7. Mass Communication uses the following tools except:Public RelationsEvents & ExperienceAdvertisingSales PromotionsSales Communication80http://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forCh18: Managing Mass CommunicationsIra A. Ong/ Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
1. Which of the 5Ms refers to the evaluation of advertising impact on sales?MoneyMissionMediaMessageNone of the abovehttp://sheilanorturingan.blogspot.com
1. 5Ms of Advertising Program includes the ff except:MoneyMissionMediaMeasurementMass Communicationhttp://sheilanorturingan.blogspot.com
In developing an advertising program, remember 5M’s!Reference: Philip Kotler’s Marketing Management, 13th editionhttp://sheilanorturingan.blogspot.com
It helps to answer the following questions…Reference: Philip Kotler’s Marketing Management, 13th editionhttp://sheilanorturingan.blogspot.com
How do we evaluate the results?Sales ImpactCommunication Impacthttp://sheilanorturingan.blogspot.com
1. 5Ms of Advertising Program includes the ff except:MoneyMissionMediaMeasurementMass Communicationhttp://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forCh 19: Managing Personal CommunicationsCaroline P. Quarte/ Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
1. _____ is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.AnswerDirect communicationsDirect sellingDirect marketingDirect interactionhttp://sheilanorturingan.blogspot.com
The following are examples of Direct Marketing except:QuestionCatalogDirect MailTelemarketingAll of the aboveNone of the abovehttp://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forChapter 20 Introducing New Market OfferingsLouie Mark Quizon/ Shy TuringanApril 15, 2011http://sheilanorturingan.blogspot.com
10. In the characteristics of an innovation, the following statements are true except:Relative advantage is the degree to which a superseded idea is better than the innovationCompatibility is the degree to which the innovation matches the values/norms of adoptersComplexity is the degree of difficulty in understanding or using the innovationDivisibility is the degree to which an innovation can be tried on a limited basisCommunicability is the degree to which the beneficial results of use are observable or describable to others92http://sheilanorturingan.blogspot.com
10. The ff are features of Innovation, except:Relative AdvantageCompatibilityComplexityDiversityDivisibility93http://sheilanorturingan.blogspot.com
What are the Features that Distinguishes an Innovation?Relative AdvantageCompatibilityhttp://sheilanorturingan.blogspot.com94
Innovation = better than the superseded ideaRelative AdvantageCompatibilityhttp://sheilanorturingan.blogspot.com95
Harmony between innovation and values/norms of adoptersRelative AdvantageCompatibilityhttp://sheilanorturingan.blogspot.com96
Gauge of difficulty in understanding/using the innovationComplexityDivisibilityhttp://sheilanorturingan.blogspot.com97
Tried on a limited basis?ComplexityDivisibilityhttp://sheilanorturingan.blogspot.com98
Beneficial results are observable and describableCommunicabilityhttp://sheilanorturingan.blogspot.com99
10. The ff are features of Innovation, except:Relative AdvantageCompatibilityComplexityDiversityDivisibility100http://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forTapping into Global Markets 21Sandel, Lee Aizabel L./ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
1026. Finnish cellular phone superstar Nokia customized its 6100 series phone for every major market. This is an example of….Straight extensionCommunication adaptationProduct adaptationCommunication extensionProduct extensionhttp://sheilanorturingan.blogspot.com
Which of the ff statements is true?103Product Innovation alters the products to meet the local conditions or preferences.Product Adaptation is completely creating a new product for the foreign market.Both A & CA onlyNone of the abovehttp://sheilanorturingan.blogspot.com
ProductInternational Product and Communication Strategies104Develop New ProductAdaptProductDo Not ChangeProductProductadaptationProductinventionStraightextensionDo Not ChangeCommunicationCommunicationDualadaptationCommunicationadaptationAdapt Communicationhttp://sheilanorturingan.blogspot.com
Product adaptation105PRODUCT ADAPTATION- alters the products to meet the local conditions or preferences. Whereas Product Innovation is completely creating a new product for the foreign market.http://sheilanorturingan.blogspot.com
Which of the ff statements is true?106Product Innovation alters the products to meet the local conditions or preferences.Product Adaptation is completely creating a new product for the foreign market.Both A & CA onlyNone of the abovehttp://sheilanorturingan.blogspot.com
TOP 10 Learning Questions forChapter 22: Managing A Holistic Marketing Organization For The Long RunMira Lynn Serrano/ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
6. The following are different types of Marketing Control, except: Annual Plan ControlEfficiency ControlCost ControlProfitability ControlStrategic Control108http://sheilanorturingan.blogspot.com

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20 improved questions

  • 1. 10 QuestionsChapter 2: Developing MarketingStrategies and PlansSteven Y. Andrada/Shy TuringanApril 15, 2011http://sheilanorturingan.blogspot.com1/73
  • 2. REVISED LEARNING QUESTIONS Sheilanor C. TuringanApril 29, 2011http://sheilanorturingan.blogspot.com
  • 3. 1. According to Nirmalya Kumar, All of the following are the 3 V’s approach to marketing, except?Value SegmentValue PrepositionValue PositioningValue NetworkNone of the above8/73http://sheilanorturingan.blogspot.com
  • 4. 1. Marketing approach that identifies and satisfies the unmet needs of the target marketValue SegmentValue PrepositionValue PositioningValue NetworkNone of the above8/73http://sheilanorturingan.blogspot.com
  • 5. 3 V’s Approach to Marketing4/73http://sheilanorturingan.blogspot.com
  • 6. Define customer and needs3 V’s Approach to Marketing5/73Question 1:http://sheilanorturingan.blogspot.com
  • 7. Identify and satisfy an unmet need that your target market possesses.3 V’s Approach to Marketing6/73Question 1:http://sheilanorturingan.blogspot.com
  • 8. System of partnerships and alliances that a firm creates to source, augment and deliver its offerings.3 V’s Approach to Marketing7/73Question 1:http://sheilanorturingan.blogspot.com
  • 9. 1. Marketing approach that identifies and satisfies the unmet needs of the target marketValue SegmentValue PrepositionValue PositioningValue NetworkNone of the above8/73http://sheilanorturingan.blogspot.com
  • 10. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the EnvironmentMa. Katrina S. Avellana/Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
  • 11. 1. Marketing Information System (MIS) consists of the following except: PeopleEquipmentInformationProceduresAll of the abovehttp://sheilanorturingan.blogspot.com11
  • 12. 1. Marketing Information System (MIS) consists of the following except: PeopleEquipmentInformationProceduresNone of the abovehttp://sheilanorturingan.blogspot.com12
  • 13. Marketing Information System (MIS)Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.http://sheilanorturingan.blogspot.com13
  • 14. 1. Marketing Information System (MIS) consists of the following except: PeopleEquipmentInformationProceduresNone of the abovehttp://sheilanorturingan.blogspot.com14
  • 15. TOP 10 Learning Questions forCreating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven/ Shy TuringanApril 15, 2011http://sheilanorturingan.blogspot.com
  • 16. 1. Difference between what the customer gets and what he or she gives for different possible choices.A. Customer Satisfaction B. Good Service C. Quality Product D. Customer Perceived ValueE. Product http://sheilanorturingan.blogspot.com
  • 17. 1. Difference between what the customer gets and what he or she gives for different possible choices.A. Customer Satisfaction B. Customer RetentionC. Customer Loyalty D. Customer Perceived ValueE. Customer Surveyhttp://sheilanorturingan.blogspot.com
  • 18. Customer Perceived Value Difference between what the customer gets and what he or she gives for different possible choices.Source: Marketing Management 13th Edition by Philip Kotlerhttp://sheilanorturingan.blogspot.com
  • 19. Consumers are more educated and informed, they seek out superior alternatives Dell offering better service than HP, they outpaced HP before in terms of customer perceived value.Source: Marketing Management 13th Edition by Philip Kotlerhttp://sheilanorturingan.blogspot.com
  • 20. 1. Difference between what the customer gets and what he or she gives for different possible choices.A. Customer Satisfaction B. Customer RetentionC. Customer Loyalty D. Customer Perceived ValueE. Customer Surveyhttp://sheilanorturingan.blogspot.com
  • 21. TOP 10 Learning Questions forChapter 4: Conducting Marketing Research and Forecasting DemandMeghaBehani/ Shy Turingan15th April ’2011http://sheilanorturingan.blogspot.com
  • 22. #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 22http://sheilanorturingan.blogspot.com
  • 23. The following are various research approaches except:A. Behavioural Data ResearchB. Demographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 23http://sheilanorturingan.blogspot.com
  • 24. Concept: What are the various research approaches to gather primary data?Observational Ethnographic Focus Group SurveyBehavioral DataExperimentation24http://sheilanorturingan.blogspot.com
  • 25. The following are various research approaches except:A. Behavioural Data ResearchB. Demographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation 25http://sheilanorturingan.blogspot.com
  • 26. TOP 10 Learning Questions forCh6: Analyzing Consumer MarketsRoleigh “Rolly” Tuazon/Shy Turingan15 April 2011http://sheilanorturingan.blogspot.com
  • 27. 4. What is NOT a personal factor? A. Life-Cycle StageB. Personality C. ValuesD. Only two of the aboveE. All of the above27http://sheilanorturingan.blogspot.com
  • 28. 4. What is NOT a personal factor? A. Life-Cycle StageB. Personality C. ValuesD. OccupationE. Competence28http://sheilanorturingan.blogspot.com
  • 29. Personal Factors29Concept 5:AgeLife-Cycle StageOccupationSelf-ConceptLifestyleWealth PersonalityValuesKotler, Keller. Marketing Management, 13th Edition. http://sheilanorturingan.blogspot.com
  • 30. 4. What is NOT a personal factor? A. Life-Cycle StageB. Personality C. ValuesD. OccupationE. Competence30http://sheilanorturingan.blogspot.com
  • 31. TOP 10 Learning Questions forCh 9: Creating Brand EquitySoleil Gan/Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
  • 32. 1. Which of the following is NOT a component of Brand Equity?RelevanceEnergyEsteemIndividualityKnowledge32http://sheilanorturingan.blogspot.com
  • 33. 1. A component of Brand Equity which measures the degree to which brand is seen as different from the othersRelevanceEnergyIndividualityDifferentiationKnowledge33http://sheilanorturingan.blogspot.com
  • 34. Individuality is not a component of brand equity, rather it is…4BRAND EQUITYDifferentiation-measures the degree to which a brand is seen as different from othersExample:Chuckie chocolate milk advertises CALCI-N as an ingredientversus Moo who doesn’t have said ingredientDifferentiationRelevanceEnergyKnowledgeEsteemhttp://sheilanorturingan.blogspot.comCALCI-N
  • 35. 1. A component of Brand Equity which measures the degree to which brand is seen as different from the others.RelevanceEnergyIndividualityDifferentiationKnowledge35http://sheilanorturingan.blogspot.com
  • 36. TOP 10 Questions forChapter 10:Crafting the Brand PositioningAnna Katrina L. Guray/ Shy TuringanApril 15, 2011http://sheilanorturingan.blogspot.com
  • 37. 1. are associations/benefits that can be shared with other brands.Points-of-ParityPoints-of-DifferenceBrand ImageBrand ConceptPoints-of-ValueQuestion w/ Answerhttp://sheilanorturingan.blogspot.com37
  • 38. 1. are associations/benefits that can be shared with other brands.Points-of-ParityPoints-of-DifferencePoints-of-ImagePoints-of-ConceptPoints-of-Value38http://sheilanorturingan.blogspot.com
  • 39. TOP 10 Learning Questions forChapter 10Crafting the Brand PositioningPearl Hazelle S. Velasco/ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
  • 40. 3. The Product Life Cycle is composed of the following exceptIntroductionDeclineGrowthMaturityDevelopmenthttp://sheilanorturingan.blogspot.com
  • 41. 3. Rapid market acceptance and substantial profit improvement happen on which stage of product life cycle?IntroductionDeclineGrowthMaturityDevelopmenthttp://sheilanorturingan.blogspot.com
  • 42. The Product Life Cycle has four stages…42Introduction – slow sales growth and product is introduced in the marketGrowth – rapid market acceptance and substantial profit improvementMaturity – slowdown in sales growthDecline – sales show a downward drift and profits erodehttp://sheilanorturingan.blogspot.com
  • 43. The graph shows the PRODUCT LIFE CYCLE.43http://sheilanorturingan.blogspot.com
  • 44. 3. Rapid market acceptance and substantial profit improvement happen on which stage of product life cycle?IntroductionDeclineGrowthMaturityDevelopmenthttp://sheilanorturingan.blogspot.com
  • 45. TOP 10 Learning Concepts forChapter 11:Dealing with CompetitionLady CharmayneHao/ Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
  • 46. 1. Which of the following is true?In threat of segment rivalry, a segment is unattractive if it does not contain numerous, strong, or aggressive competitors.In threat of new entrants, a segment is attractive if entry barriers are low and exit are high.In threat of segment rivalry, a segment is unattractive if there are actual potential substitutes for the product.In threat of new entrants, a segment is attractive if entry barriers are high and exit are low.In threat of segment rivalry, a segment is attractive if it places a limit on prices and profit. 46http://sheilanorturingan.blogspot.com
  • 47. 1. Barriers to entry include the following, except:Economies of scaleProduct DifferentiationCapital RequirementsSwitching CostDistribution Channel AccessPrice Sensitivity47http://sheilanorturingan.blogspot.com
  • 48. “Threat of new entrants” refers to the threat existing competitors face upon new competitors48Barriers to entry:Economies of scaleProduct DifferentiationCapital RequirementsSwitching CostDistribution Channel AccessGovernment PoliciesAttractive if entry barriers are high and exit are low!http://sheilanorturingan.blogspot.com
  • 49. 1. Barriers to entry include the following, except:Economies of scaleProduct DifferentiationCapital RequirementsSwitching CostDistribution Channel AccessPrice Sensitivity49http://sheilanorturingan.blogspot.com
  • 50. TOP 10 Learning QuestionsCh 13 Designing and Managing ServicesRonald Patrick G. Wenceslao/Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
  • 51. 44. Which of the following is a characteristic of a service?AdaptabilityFlexibilityPerishabilityNone of the aboveAll of the abovehttp://sheilanorturingan.blogspot.com
  • 52. 44. Which of the following is not a characteristic of a service?AdaptabilityFlexibilityPerishabilityInseparabilityIndividualityhttp://sheilanorturingan.blogspot.com
  • 54. 44. Which of the following is not a characteristic of a service?AdaptabilityFlexibilityPerishabilityInseparabilityIndividualityhttp://sheilanorturingan.blogspot.com
  • 55. TOP 10 Learning Questions forCh 14 Developing Pricing Strategies and ProgramsMeghann Zaragoza/Shy turinganApril 15, 2011http://sheilanorturingan.blogspot.com
  • 56. 1. Consumers use PRICE as an indicator of _____________.Product ComparabilityProduct QuantityProduct SuperiorityProduct QualityNone of the Above56http://sheilanorturingan.blogspot.com
  • 57. 1. Consumers use PRICE as an indicator of _____________.Product ComparabilityProduct QuantityProduct SuperiorityProduct QualityProduct Individuality57http://sheilanorturingan.blogspot.com
  • 58. Consumers arrive at Price Perceptions via 4 Key PointsReference PricesPrice – quality InferencesPrice EndingsPrice Cueshttp://sheilanorturingan.blogspot.com
  • 59. 59Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS400 Tablets270 Tablets $20.88 $14.68 From Philip Kotler’s, Marketing Management, 13th Editionhttp://sheilanorturingan.blogspot.com
  • 60. 1. Consumers use PRICE as an indicator of _____________.Product ComparabilityProduct QuantityProduct SuperiorityProduct QualityProduct Individuality60http://sheilanorturingan.blogspot.com
  • 61. TOP 10 Learning Questions forChapter 16 – Managing Retailing, Wholesaling, and LogisticsJoseph Gabriel N. Morales/ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
  • 62. Question 7All are part of marketing decisions of retailers except:Target MarketPricesServicesStore atmosphereStore discounts62http://sheilanorturingan.blogspot.com
  • 63. Question 7Product Assortment includes the ff except:Length BreadthDepthConsistencyCost63http://sheilanorturingan.blogspot.com
  • 64. Product AssortmentWhat products and variety will be offered?
  • 65. Broadness & depth of products?64ShallowDeepBroadNarrowSource: Marketing Management 13th Ed by Philip Kotlerhttp://sheilanorturingan.blogspot.com
  • 66. Product AssortmentWhat products and variety will be offered?
  • 67. Length (# of products in the product line)
  • 68. Breadth (# of products company offers)
  • 70. Consistency (Rel. bet. Products in their final destination)65Source: Marketing Management 13th Ed by Philip Kotlerhttp://sheilanorturingan.blogspot.com
  • 71. Question 7Product Assortment includes the ff except:Length BreadthDepthConsistencyCost66http://sheilanorturingan.blogspot.com
  • 72. TOP 10 Learning Question forChapter 17 Designing and Managing Integrated MarketingYang Zhao/Shy TuringanApril. 2011http://sheilanorturingan.blogspot.com
  • 73. How many models of marketing communication mix?A. 2B. 4C. 6D. 8E. 10http://sheilanorturingan.blogspot.com
  • 74. A variety of short-term incentives to encourage trial or purchase of a product or service A. AdvertisingB. Sales and PromotionC. Events & ExperienceD. Public relations & PublicityE. Direct Marketinghttp://sheilanorturingan.blogspot.com
  • 75. Marketing Communication mix (8 major models of Communication)Advertising Any paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor.Sales Promotion A variety of short-term incentives to encourage trial or purchase of a product or serviceEvents and experience Company-sponsored activities and programs designed to create daily or special brand-related interactionsPublic relations and publicity A program designed to promote or protect a company's image or its individual productshttp://sheilanorturingan.blogspot.com
  • 76. Marketing Communication mix (8 major models of Communication)Direct Marketing User of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects.Interactive Marketing Online activities and programs designed to engaged customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and servicesWord- of - Mouth MarketingPeople-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services.Personal SellingFace-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.http://sheilanorturingan.blogspot.com
  • 77. A variety of short-term incentives to encourage trial or purchase of a product or service A. AdvertisingB. Sales and PromotionC. Events & ExperienceD. Public relations & PublicityE. Direct Marketinghttp://sheilanorturingan.blogspot.com
  • 78. TOP 10 Learning Questions forChapter 18 Managing Mass CommunicationsFrancis Benson C. Hugo/ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
  • 79. 7. Which of the following refers to any paid form of nonpersonal presentation & promotion of ideas, goods or services by an identified sponsor ?Sales promotionAdvertisingPublic relationsEvents and experiences74http://sheilanorturingan.blogspot.com
  • 80. 7. Mass Communication uses the following tools except:Public RelationsEvents & ExperienceAdvertisingSales PromotionsSales Communication75http://sheilanorturingan.blogspot.com
  • 81. Public relations - maintaining public image for the businessa. speaking at conferences b. working with the media c. employee communication 76Mass Communications use 4 PEAS toolshttp://sheilanorturingan.blogspot.com
  • 82. Events and experiences - becoming part of relevant moments77Mass Communications use 4 PEAS toolshttp://sheilanorturingan.blogspot.com
  • 83. Advertising - persuading an audience to purchase or take some action on:products
  • 84. ideas
  • 85. services78Mass Communications use 4 PEAS toolshttp://sheilanorturingan.blogspot.com
  • 86. Sales promotions - providing incentives to customers to stimulate immediate salesExamples:coupons
  • 91. rebates79Mass Communications use 4 PEAS toolshttp://sheilanorturingan.blogspot.com
  • 92. 7. Mass Communication uses the following tools except:Public RelationsEvents & ExperienceAdvertisingSales PromotionsSales Communication80http://sheilanorturingan.blogspot.com
  • 93. TOP 10 Learning Questions forCh18: Managing Mass CommunicationsIra A. Ong/ Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
  • 94. 1. Which of the 5Ms refers to the evaluation of advertising impact on sales?MoneyMissionMediaMessageNone of the abovehttp://sheilanorturingan.blogspot.com
  • 95. 1. 5Ms of Advertising Program includes the ff except:MoneyMissionMediaMeasurementMass Communicationhttp://sheilanorturingan.blogspot.com
  • 96. In developing an advertising program, remember 5M’s!Reference: Philip Kotler’s Marketing Management, 13th editionhttp://sheilanorturingan.blogspot.com
  • 97. It helps to answer the following questions…Reference: Philip Kotler’s Marketing Management, 13th editionhttp://sheilanorturingan.blogspot.com
  • 98. How do we evaluate the results?Sales ImpactCommunication Impacthttp://sheilanorturingan.blogspot.com
  • 99. 1. 5Ms of Advertising Program includes the ff except:MoneyMissionMediaMeasurementMass Communicationhttp://sheilanorturingan.blogspot.com
  • 100. TOP 10 Learning Questions forCh 19: Managing Personal CommunicationsCaroline P. Quarte/ Shy TuringanApril 2011http://sheilanorturingan.blogspot.com
  • 101. 1. _____ is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.AnswerDirect communicationsDirect sellingDirect marketingDirect interactionhttp://sheilanorturingan.blogspot.com
  • 102. The following are examples of Direct Marketing except:QuestionCatalogDirect MailTelemarketingAll of the aboveNone of the abovehttp://sheilanorturingan.blogspot.com
  • 103. TOP 10 Learning Questions forChapter 20 Introducing New Market OfferingsLouie Mark Quizon/ Shy TuringanApril 15, 2011http://sheilanorturingan.blogspot.com
  • 104. 10. In the characteristics of an innovation, the following statements are true except:Relative advantage is the degree to which a superseded idea is better than the innovationCompatibility is the degree to which the innovation matches the values/norms of adoptersComplexity is the degree of difficulty in understanding or using the innovationDivisibility is the degree to which an innovation can be tried on a limited basisCommunicability is the degree to which the beneficial results of use are observable or describable to others92http://sheilanorturingan.blogspot.com
  • 105. 10. The ff are features of Innovation, except:Relative AdvantageCompatibilityComplexityDiversityDivisibility93http://sheilanorturingan.blogspot.com
  • 106. What are the Features that Distinguishes an Innovation?Relative AdvantageCompatibilityhttp://sheilanorturingan.blogspot.com94
  • 107. Innovation = better than the superseded ideaRelative AdvantageCompatibilityhttp://sheilanorturingan.blogspot.com95
  • 108. Harmony between innovation and values/norms of adoptersRelative AdvantageCompatibilityhttp://sheilanorturingan.blogspot.com96
  • 109. Gauge of difficulty in understanding/using the innovationComplexityDivisibilityhttp://sheilanorturingan.blogspot.com97
  • 110. Tried on a limited basis?ComplexityDivisibilityhttp://sheilanorturingan.blogspot.com98
  • 111. Beneficial results are observable and describableCommunicabilityhttp://sheilanorturingan.blogspot.com99
  • 112. 10. The ff are features of Innovation, except:Relative AdvantageCompatibilityComplexityDiversityDivisibility100http://sheilanorturingan.blogspot.com
  • 113. TOP 10 Learning Questions forTapping into Global Markets 21Sandel, Lee Aizabel L./ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
  • 114. 1026. Finnish cellular phone superstar Nokia customized its 6100 series phone for every major market. This is an example of….Straight extensionCommunication adaptationProduct adaptationCommunication extensionProduct extensionhttp://sheilanorturingan.blogspot.com
  • 115. Which of the ff statements is true?103Product Innovation alters the products to meet the local conditions or preferences.Product Adaptation is completely creating a new product for the foreign market.Both A & CA onlyNone of the abovehttp://sheilanorturingan.blogspot.com
  • 116. ProductInternational Product and Communication Strategies104Develop New ProductAdaptProductDo Not ChangeProductProductadaptationProductinventionStraightextensionDo Not ChangeCommunicationCommunicationDualadaptationCommunicationadaptationAdapt Communicationhttp://sheilanorturingan.blogspot.com
  • 117. Product adaptation105PRODUCT ADAPTATION- alters the products to meet the local conditions or preferences. Whereas Product Innovation is completely creating a new product for the foreign market.http://sheilanorturingan.blogspot.com
  • 118. Which of the ff statements is true?106Product Innovation alters the products to meet the local conditions or preferences.Product Adaptation is completely creating a new product for the foreign market.Both A & CA onlyNone of the abovehttp://sheilanorturingan.blogspot.com
  • 119. TOP 10 Learning Questions forChapter 22: Managing A Holistic Marketing Organization For The Long RunMira Lynn Serrano/ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
  • 120. 6. The following are different types of Marketing Control, except: Annual Plan ControlEfficiency ControlCost ControlProfitability ControlStrategic Control108http://sheilanorturingan.blogspot.com
  • 121. 6. Marketing Control which is used to examine whether the company is pursuing its best OPPORTUNITIES.Annual Plan ControlEfficiency ControlCost ControlProfitability ControlStrategic Control109http://sheilanorturingan.blogspot.com
  • 122. 110Different Types of MARKETING CONTROLTo examine whether the PLANNED RESULTS are being achievedhttp://sheilanorturingan.blogspot.com
  • 123. 111Different Types of MARKETING CONTROLTo examine where the company is making and losing MONEYhttp://sheilanorturingan.blogspot.com
  • 124. 112Different Types of MARKETING CONTROLTo evaluate and improve the spending efficiency and impact of marketing EXPENDITUREShttp://sheilanorturingan.blogspot.com
  • 125. 113Different Types of MARKETING CONTROLTo examine whether the Company is pursuing its best OPPORTUNITIEShttp://sheilanorturingan.blogspot.com
  • 126. 6. Marketing Control which is used to examine whether the company is pursuing its best OPPORTUNITIES.Annual Plan ControlEfficiency ControlCost ControlProfitability ControlStrategic Control114http://sheilanorturingan.blogspot.com
  • 127. TOP 10 Learning Questions forSetting Product Strategy #28Ivy Villamor/ Shy TuringanApril 14, 2011http://sheilanorturingan.blogspot.com
  • 128. 7. Which of the following is false about Packaging? It is the customer’s 1st encounter with the product which could turn buyer on or off. It is designing and producing container for a product. Convey descriptive and persuasive information is a packaging objective.All of the aboveNone of the above116http://sheilanorturingan.blogspot.com
  • 129. The following are Packaging Objectives, except:1. Identify the brand2. Convey descriptive and persuasive information3. Facilitate product transportation and protection4. Assist at-home storage5. None of the abovehttp://sheilanorturingan.blogspot.com
  • 130. Concept 8: Pack, Label, Sold Out!Packaging – designing and producing container for a productPhysical products needs packaging and labellingWell designed packages build brand equity and drive sales.Packaging is customer’s 1st encounter which could turn buyer on or offhttp://sheilanorturingan.blogspot.com
  • 131. Concept 8: Pack, Label, Sold Out!Packaging ObjectivesIdentify the brandConvey descriptive and persuasive informationFacilitate product transportation and protectionAssist at-home storageAid product consumptionhttp://sheilanorturingan.blogspot.com
  • 132. The following are Packaging Objectives, except:1. Identify the brand2. Convey descriptive and persuasive information3. Facilitate product transportation and protection4. Assist at-home storage5. None of the abovehttp://sheilanorturingan.blogspot.com