Improved Questions for Kotler's 20 Chapters
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This document contains summaries of learning concepts and questions from various marketing management chapters. It provides sample questions and answers related to topics like the five basic markets in a modern economy, core business processes, market segmentation approaches, components of branding and positioning, competitive strategies, marketing communications, and new product development.
Improved Questions for Kotler's 20 Chapters
- 1. TOP 20 Improved Learning Concepts for Midterms Rustie M. Fidel April 29, 2011
- 2. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan/Rustie Fidel April 2011
- 3. 3. In a modern exchange economy, ______ markets buy resources from ______ markets, turn them to goods and services, and sell them to _______ markets. Government, manufacturer, consumer Manufacturer, resource, intermediary Resource, consumer, government Intermediary, resource, consumer None of the above
- 4. 3. In a modern exchange economy, ______ markets buy from ______ markets, which buys goods and services from _______ markets. Government, manufacturer, consumer Government, Intermediary, People Resource, consumer, government Intermediary, Manufacturer, Resource None of the above
- 5. There are five basic markets in a modern economy Manufacturer Markets Consumer Markets Intermediary Markets Resource Markets Government Markets
- 6. Consumers sell labor to resource markets Manufacturer Markets Consumer Markets Resource Markets Government Markets resources money
- 7. Manufacturers buy resources… Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources money money
- 8. … turn them to goods & services and sell to intermediaries Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services money money money
- 9. Intermediaries sell finished goods to consumers Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money
- 10. The government collects tax revenues to buy goods Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money taxes taxes, goods taxes, goods taxes, goods
- 11. And uses these goods and services to provide public service Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money taxes taxes, goods taxes, goods taxes, goods services services, money services, money services, money
- 12. 3. In a modern exchange economy, ______ markets buy from ______ markets, which buys goods and services from _______ markets. Government, manufacturer, consumer Manufacturer, resource, intermediary Resource, consumer, government Intermediary, Manufacturer, Resource None of the above
- 13. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada/Rustie Fidel April 2011 www.stevenandrada.blogspot.com
- 14. 3. What part of the core business process that defines building undertanding and trust for new customers Market sensing New offering realization Customer acquisition Customer relationship management Fulfillment management www.stevenandrada.blogspot.com
- 15. Core Business Process www.stevenandrada.blogspot.com
- 16. Gathering market intelligence www.stevenandrada.blogspot.com
- 17. Researching, developing & launching a product www.stevenandrada.blogspot.com
- 18. Defining target markets & prospecting for new customers Core Business Process 6/73 www.stevenandrada.blogspot.com
- 19. Building deeper understanding, relationship & offerings 7/73 www.stevenandrada.blogspot.com Core Business Process
- 20. Receiving & approving orders, shipping goods & collecting payment Core Business Process 3/73 www.stevenandrada.blogspot.com
- 21. 3. What part of the core business process that defines the target markets & prospecting for new customers Market sensing New offering realization Customer acquisition Customer relationship management Fulfillment management
- 22. Ma. Katrina S. Avellana/Rustie Fidel April 2011 http://kavellana.blogspot.com TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment
- 23. 5. What is a source of competitive information? http://kavellana.blogspot.com Independent customer goods and service review forums Distributor of sales agent feedback sites Customer complaint sites Public blogs All of the above
- 24. Sources of Competitive Information http://kavellana.blogspot.com Independent customer goods and service review forums Distributor of sales agent feedback sites Customer complaint sites Public blogs
- 25. 5. What is a source of competitive information? http://kavellana.blogspot.com Independent customer goods and service review forums Distributor of sales agent feedback sites Customer complaint sites Public blogs All of the above
- 26. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani/Rustie Fidel April 2011
- 27. #1: In order to generate primary data, which amongst the following research approaches use concepts, tools, behavior and culture to understand how people live and work? A. Behavioural Data Research B. Ethnographic Research C. Focus Group Research D. Observational E. Experimentation
- 28. Concept: What are the various research approaches to gather primary data? Observational Ethnographic Focus Group Survey Behavioral Data Experimentation
- 29. Ethnographic Research: Uses concepts and tools from anthropology and other discipline To provide deep understanding of how people live and work Different ethnic group has different wedding cap. So, researchers help to design customized products
- 30. #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 Research B. Ethnographic Research C. Focus Group Research D. Observational E. Experimentation
- 31. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven/Rustie Fidel April 2011 http://joansoliven.blogspot.com/
- 32. 1. Valuing the right product because you think it is beneficial for you A. Customer Satisfaction B. Good Service C. Quality D. Customer Perceived Value E. Product http://joansoliven.blogspot.com/
- 33. Customer Perceived Value Difference between what the customer gets and what he or she gives for different possible choices. http://joansoliven.blogspot.com/
- 34. 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. http://joansoliven.blogspot.com/
- 35. Valuing the right product because you think it is beneficial for you A. Customer Satisfaction B. Good Service C. Quality Product D. Customer Perceived Value E. Product http://joansoliven.blogspot.com/
- 36. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon/ Rustie Fidel 15 April 2011
- 37. 5. How do you identify brand personality? A. Durability B. Excitement C. Competence D. All of the above E. Two of the above
- 38. Brand Personality Sincerity Excitement Competence Sophistication Ruggedness
- 39. Brand Personality Sincerity Excitement Competence Sophistication Ruggedness
- 40. 5. How do you indentify brand personality? A. Durability B. Excitement C. Competence D. All of the above E. Two of the above
- 41. TOP 10 Learning Questions for Ch7: Analyzing Business Markets Diana Rose Flores-Gaspar/Rustie Fidel 15 April 2011
- 42. 1. The following are not the characteristics that distinguishes business market from consumer market: Ethnocentrically concentrated buyers Demographically centered buyers Geographically concentrated buyers Denominationally concentrated buyers Influentially concentrated buyers
- 44. 1. The following are not the characteristics that distinguishes business market from consumer market: Ethnocentrically concentrated buyers Demographically centered buyers Geographically concentrated buyers Denominationally concentrated buyers Influentially concentrated buyers
- 45. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets Myrtle Frantilla/Rustie Fidel April 2011 http://myrtlefrantilla.blogspot.com /
- 46. http://myrtlefrantilla.blogspot.com / 8. Demographic, Operating Variable, Purchasing Approach, Situational Factors, And Personal Characteristic are all concepts of Market segments. Market Segments Segmenting Consumer Markets A. B. Demographic Segmentation Evaluating Market Segments Behavioral Segmentation C. D. E.
- 47. 8. Demographic, __________, Purchasing Approach, Situational Factors, And Personal Characteristic are concept A. Operating Variable B. Segmenting Consumer Markets C. Demographic Segmentation D. Evaluating Market Segments E. Behavioral Segmentation
- 48. Segmenting Business Markets http://myrtlefrantilla.blogspot.com / Demographic http://myrtlefrantilla.blogspot.com / Operating Variable Purchasing Approaches Situational Factors Personal Characterstic
- 49. Segmenting Business Markets Demographic segmentation Industry, company size, location Operating variables Technology, usage status, customer capabilities Purchasing approaches Situational factors Urgency, specific application, size of order Personal characteristics Buyer-seller similarity, attitudes toward risk, loyalty http://myrtlefrantilla.blogspot.com /
- 50. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan/Rustie Fidel April 2011 http://taeyangxinyi.blogspot.com
- 51. 2. ______ is what the brand stands for and what it promises to consumers. http://taeyangxinyi.blogspot.com Brand Essence Brand Identity Brand Personality Brand Image Brand Characteristic
- 52. Aaker Model Start managing your brand http://taeyangxinyi.blogspot.com Brand Identity - what the brand stands for (and) - what the brands promises to customers Core Identity Elements Extended Identity Elements Brand Essence
- 53. Brand Identity - what the brand stands for (and) - what the brands promises to customers http://taeyangxinyi.blogspot.com Brand Identity represents an aspirational brand image The design is a man and woman close together; promises with the use of the product, users will not be shy in being up-close-&-personal with other people
- 54. 2. Brand that you can identify yourself with. Brand Essence Brand Identity Brand Personality Brand Image Brand Characteristic http://taeyangxinyi.blogspot.com
- 55. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco/Rustie Fidel April 14, 2011
- 56. 2. _____ is the company’s ability to perform in one or more ways that competitors cannot or will not match. Competitive Advantage Points of Parity Category Membership Points of Difference Positioning
- 57. COMPETITIVE ADVANTAGE - Relevant brand differentiation - Consumers must find something unique and meaningful about a market offering
- 58. COMPETITIVE ADVANTAGE - Relevant brand differentiation - Consumers must find something unique and meaningful about a market offering
- 59. 2. Arises whenever 2 or more parties strive for a goal which they think they can do it. Competitive Advantage Points of Parity Category Membership Points of Difference Positioning
- 60. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition La Charmayne Hao/Rustie Fidel April 2011
- 61. 5. Define _____ and opponents is one of the strategies of a market Challenger. Strategic Innovation Strategic Implementation Strategic Objective None of the above All of the above
- 62. 5. Define Strategic Implementation and opponents is one of the strategies of a market Challenger. Strategic Plans Strategic Implementation Strategic Objective Strategic Opponents All of the above
- 63. How market challengers strategies Define Strategic Objective and opponents Choose general attack strategy Choose specific attack strategy
- 64. Most aim to increase market share! Decide whom to attack! Define Strategic Objective and opponents Choose general attack strategy Choose specific attack strategy Market Leader Firm’s own size underfinanced and not doing the job small and local firms
- 65. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao/Rustie Fidel April 2011 rgwenceslao.blogspot.com
- 66. 4. Which of the following is a characteristic of a service? Adaptability Flexibility Perishability None of the above All of the above
- 67. Characteristics of Services Intangibility Inseparability Variability Perishability
- 68. Perishability: Characteristic of a service One of the other major characteristics of service is that they cannot be stored for later use or sale - Perishability . When the demand is steady, then service Perishability is not a problem but the service sector face a huge problem when the demand fluctuates.
- 69. 4. ______ is used in marketing to describe the way in which service capacity cannot be stored for sale in the future . Adaptability Flexibility Perishability None of the above All of the above
- 70. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/Rustie Fidel April 15, 2011 meghanngettingthere.blogspot.com
- 71. 1. Consumers use PRICE as an indicator of _____________. Product Comparability Product Quantity Product Superiority Product Quality None of the Above meghanngettingthere.blogspot.com
- 72. Consumers arrive at Price Perceptions via 4 Key Points Reference Prices Price – quality Inferences Price Endings Price Cues
- 73. 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
- 74. 1. To improve your product you need to build essential work skills and an understanding of fundamental quality management methodologies. Product Comparability Product Quantity Product Superiority Product Quality None of the Above
- 75. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O./Rustie Fidel April 15,2011
- 76. 3. Identify the one phrase which does not pertain to channel member functions Gathering of Information Develop and disseminate persuasive communication Reach agreements on price and terms Budgeting and Planning Assume risks Provide for storage Provide for buyers payment of bills Oversee actual transfer of ownership
- 77. 3. It lies at the foundation of every financial plan; organizations and public policy is both the organizational process of creating and maintaining a plan. Gathering of Information Develop and disseminate persuasive communication Reach agreements on price and terms Budgeting and Planning Assume risks Provide for storage Provide for buyers payment of bills Oversee actual transfer of ownership
- 78. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales/Rustie Fidel April 14, 2011
- 79. 6. The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counselling Buying and assortment building Cost Bearing
- 80. Wholesaling functions are… Source: Marketing Management 13 th Ed by Philip Kotler
- 81. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler
- 82. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler
- 83. The following are part of Wholesaling Functions except: Procuring and Marketing Marketing Plan Management Services & Training Finance and assortment building Cost Bearing Question 6
- 84. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao/Rustie Fidel April. 2011 TOP 10 Learning Question for
- 85. 10. Ethical in Marketing Communications Went to personal room without permission. Telling the buyer to buy a house which is kind of investment. A celebrity making a commercial of being given acceptable price. Tell the buyer the functions and warranty of product.
- 86. Why Unethical? A person who without permission went inside the personal room or office. It is unethical. Because that is belongs to personal space. Well-known presenters. In order to earn more money, do weight loss product spokesperson. In fact, he is a very thin girl.
- 87. Tell the Truth! As a human, everybody wants to be treated fairly. So we should build self confidence. In marketing communications, the best way that we can do is to telling the truth, so that we can earn more and more loyalty customers to followed by our products .
- 88. 10. Ethical in Marketing Communications Went to personal room without permission Telling the buyer to buy a house which is kind of investment. A celebrity making a commercial of being given acceptable price. Inform the buyer about the features and benefits of the product including warranty.
- 89. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong/Rustie Fidel April 2011
- 90. 5. All are key components of a print ad, except for … Picture Copy Logo Headline None of the above
- 91. Picture, headline and copy matter! Reference: Philip Kotler’s Marketing Management, 13 th edition
- 92. Picture must draw attention! Unique Eye-catching Reference: Philip Kotler’s Marketing Management, 13 th edition
- 93. Headline must reinforce the picture. Reference: Philip Kotler’s Marketing Management, 13 th edition
- 94. Copy must be engaging. Reference: Philip Kotler’s Marketing Management, 13 th edition Brand name prominent
- 95. 5. All are key components of a print ad, except for … Literature Picture Icon Lights None of the above
- 96. TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte/Rustie Fidel April 2011 http://carolinequarte.blogspot.com/
- 97. 3. What is the RFM formula for selecting prospects? Reduction, Functionality, Mobility Recency, Frequency, Monetary Reaction, Friction, Mission Recency, Functionality, Monetary http://carolinequarte.blogspot.com/
- 98. How to get a prospective client Monetary value Frequency Recency
- 99. RFM Formula is a marketing technique used to determine quantitatively which customers are the best ones how recently a customer has purchased (Recency) how often they purchase (Frequency) how much the customer spends (Monetary). http://carolinequarte.blogspot.com/
- 100. What is not the RFM formula for selecting prospects? Recency Frequency Monetary Functionality None of the above
- 101. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon/Rustie Fidel April 15, 2011 http://louiemarkquizon.blogspot.com
- 102. 6. The following are decisions that management faces in consumer-goods market testing except: How many test cities? Which cities? Length of test? What information? None of the above http://louiemarkquizon.blogspot.com
- 103. 6. All are consumer-goods market testing except: Age group testing Gender Group Length of test? Customer loyalty None of the above
- 104. Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Which cities?
- 105. Most tests use between 2 and 6 http://louiemarkquizon.blogspot.com How many test cities? Which cities?
- 106. Must develop selection criteria http://louiemarkquizon.blogspot.com How many test cities? Which cities?
- 107. http://louiemarkquizon.blogspot.com Length of test? What information to collect? Typically few months to a year
- 108. http://louiemarkquizon.blogspot.com Length of test? What information to collect? Consumer panels, buyer surveys, etc.
- 109. http://louiemarkquizon.blogspot.com What action to take? Relationship between trial and repurchase rates
- 110. http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Stocks have already reached Baguio City Next test: Pilgrims at Manaoag Church Example: Agtalon Malunggay Ice Cream
- 111. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L./Rustie Fidel April 14, 2011 www.leeaizabelsandel.blogspot.com
- 112. 10. Jollibee putting up stores in foreign markets like Singapore, Brunei, Hong Kong and the US. Is an example of which mode of entry? Indirect exporting Direct exporting Licensing Joint Venture Direct Investment www.leeaizabelsandel.blogspot.com
- 113. 5 Modes Of Entry Into Foreign Markets www.leeaizabelsandel.blogspot.com Level of Commitment, Risk, Control, Profit Potential Indirect Exporting Direct Exporting Licensing Joint venture Direct Investments
- 114. Direct Investment DIRECT INVESTMENT - is the ultimate form of foreign involvement where there is a direct ownership of foreign-based assembly or manufacturing facilities. www.leeaizabelsandel.blogspot.com
- 115. 10. The ownership of foreign-based assembly or manufacturing facilities. Indirect exporting Direct exporting Licensing Joint Venture Direct Investment
- 116. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano/ Rustie Fidel April 14, 2011 miralynnserrano.blogspot.com
- 117. 1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ . Proficiency Simplicity Efficiency Stability Integrity miralynnserrano.blogspot.com
- 118. FUNCTIONAL ORGANIZATION is the most COMMON form of Marketing organization and for Administrative SIMPLICITY
- 119. Effective Internal Marketing using FUNCTIONAL ORGANIZATION miralynnserrano.blogspot.com Consists of FINGERS as Specialists or Managers with different Functions Marketing Vice President
- 120. 1. A Functional Organization that uses Internal Marketing that have a specific job functions to perform. Proficiency Simplicity Efficiency Stability Integrity
- 121. TOP 20 Improved Learning Concepts for Midterms Rustie Fidel