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Revised Chapter Questions - Wenceslao

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Wenxster

The document contains summaries of learning questions from various marketing chapters. The first section summarizes questions about the 5 types of consumer needs - stated, real, unstated, delight and secret needs. The second section summarizes questions relating to Ansoff's product-market expansion grid, including that a product development strategy focuses on new products for current markets. The third section summarizes questions about marketing metrics, including that willingness to change, autonomy and freedom to fail are considered internal marketing metrics. [END SUMMARY]

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TOP 10 Learning Questions Revised Chapter Questions Ronald Patrick G. Wenceslao April 29, 2011 rgwenceslao.blogspot.com
TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21st Century Ria Abendan / Ronald Wenceslao April 2011
6. If you would like an external hard drive included when you buy a laptop, this is an example of what type of need? A. Stated Needs B. Unstated Needs C. Real Needs D. Delight Needs E. Secret Needs 3
6. The 5 types of customer needs are stated, unstated, real, secret and _______ needs? A. Discreet Needs B. Broadcasted Needs C. Unreal Needs D. Delight Needs E. Exposed Needs 4
There are 5 Types of Consumer Needs Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want an inexpensive TV.”
Real Needs may underlie the Stated Needs Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want a TV whose maintenance cost, not initial price, is low (or zero).”
Unstated needs are expected already by the customer Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want good service from the manufacturer.”
Delight Needs ask more of the expected output Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want it to come with a home theater system.”
Secret Needs may not easily be articulated by the customer Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want my friends to see me as a smart buyer.”
6. The 5 types of customer needs are stated, unstated, real, secret and _______ needs? A. Discreet Needs B. Broadcasted Needs C. Unreal Needs D. Delight Needs E. Exposed Needs 10
10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Ronald Wenceslao April 15, 2011 www.stevenandrada.blogspot.com 1/73
7. According to Ansof’s product – market expansion grid, What kind of strategy that develops new markets for the current products? A. Market penetration strategy B. Product development strategy C. Market development strategy D. Diversification strategy E. None of the above www.stevenandrada.blogspot.com 40/73
7. According to Ansof’s product, the market expansion grid, product development strategy focuses on _____ markets and _____ products? A. Current, new B. Current, current C. New, current D. New, new E. None of the above www.stevenandrada.blogspot.com 40/73
Ansoff’s Product – Market Expansion Grid Current Products New Products Current Market-penetration Product-development Markets strategy strategy New Market-development Diversification Markets strategy strategy Source: 13th Edition, Marketing Management, Kotler & Keller www.stevenandrada.blogspot.com 41/73
7. According to Ansof’s product, the market expansion grid, product development strategy focuses on _____ markets and _____ products? A. Current, new B. Current, current C. New, current D. New, new E. None of the above www.stevenandrada.blogspot.com 40/73
TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Ronald Wenceslao April 2011 http://kavellana.blogspot.com
9. Which is NOT a technological aspect included in shaping the business landscape? A. Pace of change B. Opportunities for innovation C. Varying R&D budgets D. Increased regulation of change E. Innovation http://kavellana.blogspot.com 17
Environmental Forces Shaping the Business Landscape •Technological •Pace of change •Opportunities for innovation •Varying R&D budgets •Increased regulation of change http://kavellana.blogspot.com 18
9. Which is NOT a technological aspect included in shaping the business landscape? A. Pace of change B. Opportunities for innovation C. Varying R&D budgets D. Increased regulation of change E. Innovation http://kavellana.blogspot.com 19
TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Ronald Wenceslao 15th April ’2011
#2: Autonomy, consumer satisfaction, perceived quality and freedom to fail are ____ A . External marketing metrics B. Internal marketing metrics C. Both A and B D. Either A or B E. Not a part of marketing metrics 21
#2: Willingness to change, autonomy and freedom to fail are part of ____ ? A . External marketing metrics B. Internal marketing metrics C. Both A and B D. Either A or B E. Not a part of marketing metrics 22
Concept: Determine different marketing metrics to help marketers assess marketing performance. EXTERNAL INTERNAL Awareness & commitment Market share of/to goals Customer Willingness Satisfaction to change Freedom to fail No. of customers Autonomy 23
#2: Willingness to change, autonomy and freedom to fail are part of ____ ? A . External marketing metrics B. Internal marketing metrics C. Both A and B D. Either A or B E. Not a part of marketing metrics 24
TOP 10 Learning Questions for Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Ronald Wenceslao 15 April 2011 Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
10. Customer profit rate increase due to increased purchases, referrals, and price premiums and _____________. A. In-active Customers B. Reduced Operating Costs C. Disqualified Prospects D. Only A and C E. None of the Above Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
10. Customer profit rate increase due to ______, referrals, and price premiums and reduced operating costs. A. New suppliers B. Technology C. Increased purchases D. Only A and B E. None of the Above Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
Concept 10: Customer Dev’t. Process and Retention  Acquired new customers cost five times more than satisfying and retaining current customers.  Average company loses 10% of its customer each year.  5% reduction in customer defect rate can increase profits by up to 85%  Customer profit rate increase due to increased purchases, referrals, and price premiums and reducedd operating costs. Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
10. Customer profit rate increase due to ______, referrals, and price premiums and reduced operating costs. A. New suppliers B. Technology C. Increased purchases D. Only A and B E. None of the Above Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Ronald Wenceslao 15 April 2011
5. What does constitute a brand personality?  A. Durability  B. Excitement  C. Competence  D. All of the above  E. Two of the above 31
5. Which of the following does not constitute brand personality?  A. Durability  B. Excitement  C. Competence  D. Sophistication  E. Sincerity 32
Concept 6: Brand Personality Sincerity Excitement Competence Sophistication Ruggedness Kotler, Keller. Marketing Management, 13th Edition. 33
5. Which of the following does not constitute brand personality?  A. Durability  B. Excitement  C. Competence  D. Sophistication  E. Sincerity 34
5. Which of the following does not constitute brand personality?  A. Durability  B. Excitement  C. Competence  D. Sophistication  E. Sincerity 35
36
3. The following roles are included in a business buying process?  A. Sellers  B. Suppliers  C. Product  D. All of the above  E. None of the above 37
38
3. The following roles are included in a business buying process?  A. Sellers  B. Suppliers  C. Product  D. All of the above  E. None of the above 39
TOP 10 Learning Questions for Chapter 10 Identifying Market Segments &Targets Sheilanor C. Turingan / Ronald Wenceslao April 14, 2011 http://sheilanorturingan.blogspot.com 40
2. The following are levels of target marketing, except? A. Individual B. Segment C. Local D. Niche E. Mass http://sheilanorturingan.blogspot.com 41
2. _____ is a level of target marketing where the needs of the customers are tailored in trading areas? A. Individual B. Segment C. Local D. Niche E. None of the above http://sheilanorturingan.blogspot.com 42
4 Levels of Target Marketing 1. Individual – one-to-one/customized marketing 2. Segment – customers with similar needs 3. Local – tailored to needs of customers in trading areas, neighborhoods 4. Niche – customers with distinct set of needs http://sheilanorturingan.blogspot.com 43
2. _____ is a level of target marketing where the needs of the customers are tailored in trading areas? A. Individual B. Segment C. Local D. Niche E. None of the above http://sheilanorturingan.blogspot.com 44
TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan / Ronald Wenceslao April 2011 http://taeyangxinyi.blogspot.com
8. Which of the following is not true? A. Memorable and meaningful are two of the six brand element choice criteria. B. Logos and symbols are two of the six brand elements. C. Alliances and third-party endorsements are secondary sources of brand knowledge. D. Feelings and information are two types of brand knowledge E. Presence and bonding are two levels of brand dynamics. http://taeyangxinyi.blogspot.com 46
8. Which of the following is NOT part of brand knowledge? A. Information B. Images C. Feelings D. Thoughts E. Experiences http://taeyangxinyi.blogspot.com 47
Information is not part of brand knowledge Images Experiences Feelings KNOWLEDGE Beliefs Thoughts http://taeyangxinyi.blogspot.com
8. Which of the following is NOT part of brand knowledge? A. Information B. Images C. Feelings D. Thoughts E. Experiences http://taeyangxinyi.blogspot.com 49
TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco / Ronald Wenceslao April 14, 2011
8. Quality, Feature and style are examples of… A. Services Modification B. Marketing Program Modification C. Product Modification D. Market Modification E. Prices Modification
8. ______ improvement aims at increasing a product’s esthetic appeal A. Quality B. Feature C. Style D. Technology E. None of the above
Product Modification Quality Improvement – aims at increasing the product’s functional performance. Feature Improvement – aims in adding new features such as size, weight, materials, additives, and accessories that expand the product’s performance, versatility, safety, or convenience. Style Improvement – aims at increasing the product’s esthetic appeal.
8. ______ improvement aims at increasing a product’s esthetic appeal A. Quality B. Feature C. Style D. Technology E. None of the above
TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao / Ronald Wenceslao April 2011
8. Which of the following is true? a. An imitator takes the leader’s product and adapts or improves them. b. A cloner emulates the leader’s products, name, and packaging but is costs less than the leader’s product. c. An adapter duplicates the leader’s product and packages and sells it to the black market. d. A cloner copies some aspects of the leader’s products but maintains a few differentiation. e. None of the above 56
8. What market follower strategy adapts or improves the leader’s products? a. Counterfeiter b. Cloner c. Adapter d. Imitator e. None of the above 57
“CLONER” emulates the leader’s products with slight variations  What?  How? Product, name, and packaging are almost identical but cost less than the leader’s product! 58
8. What market follower strategy adapts or improves the leader’s products? a. Counterfeiter b. Cloner c. Adapter d. Imitator e. None of the above 59
TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor / Ronald Wenceslao April 14, 2011 A Downloadable Template For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria
6. Which of the following does not fall under “Service Differentiation? A. Ordering ease B. Conformance C. Installation D. Returns E. All of the above 61
6. Which of the following does not fall under “Service Differentiation? A. Ordering ease B. Customer training C. Installation D. None of the above E. All of the above 62
Concept 10: Service Differentiation  Ordering ease : call PLDT hotline  Delivery : 1 day installation  Installation : free installation  Customer training : upon installation  Customer consulting : thru 24/7 hotline and Customer Service  Maintenance & repair: thru 24/7 hotline and Customer Service  Returns : warranty coverage, returnable for defects http://www.slideshare.net/ivyvillamor
6. Which of the following does not fall under “Service Differentiation? A. Ordering ease B. Customer training C. Installation D. None of the above E. All of the above 64
TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza / Wenceslao April 15, 2011 meghanngettingthere.blogspot.com
1. Consumers use PRICE as an indicator of _____________. A. Product Comparability B. Product Quantity C. Product Superiority D. Product Quality E. None of the Above meghanngettingthere.blogspot.com 66
1. Consumers arrive at Price Perceptions via 4 Key Points EXCEPT A. Reference Prices B. Price – Quality Inferences C. Price Endings D. Price increase E. Price Ques meghanngettingthere.blogspot.com 67
Consumers arrive at Price Perceptions via 4 Key Points Reference Prices Price – quality Inferences Price Endings Price Cues meghanngettingthere.blogspot.com
1. Consumers arrive at Price Perceptions via 4 Key Points EXCEPT A. Reference Prices B. Price – Quality Inferences C. Price Endings D. Price increase E. Price Ques meghanngettingthere.blogspot.com 69
TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales Ronald Wenceslao April 14, 2011
Question 1 Which of the following does not fall under “Levels of Service”? A. Self-Service B. Self-Selection C. Limited Service D. Full Service E. Personal Service 71
Question 1 This levels of service is where the customer chooses from a given selection. A. Self-Service B. Self-Selection C. Limited Service D. Full Service E. None of the above 72
Levels of Service  Self-Service  Customer serves himself (getting slurpee, hotdog sandwich, soda)  Self-Selection  Customer chooses from given selection  Limited Service  Provides service to a certain extent  Full Service  Provides service from start to end of purchase Source: Marketing Management 13 th Ed by Philip Kotler 73
Question 1 This levels of service is where the customer chooses from a given selection. A. Self-Service B. Self-Selection C. Limited Service D. Full Service E. None of the above 74
TOP 10 Learning Question for Chapter 17 Designing and Managing Integrated Marketing Yang Zhao / Wenceslao April. 2011 http://zhaointote.blogspot.com/
1.How many modes of marketing communication mix? A. 2 B. 4 C. 6 D. 8 E. 10 http://zhaointote.blogspot.com/
1.What model of the marketing communication mix deals with face-to-face interactions with one or more prospective purchasers? A. Interactive Marketing B. Direct Marketing C. Word of Mouth Marketing D. Personal Selling E. None of the above http://zhaointote.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 services Word- of - Mouth Marketing People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services. Personal Selling Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. http://zhaointote.blogspot.com/
1.What model of the marketing communication mix deals with face-to-face interactions with one or more prospective purchasers? A. Interactive Marketing B. Direct Marketing C. Word of Mouth Marketing D. Personal Selling E. None of the above http://zhaointote.blogspot.com/
TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong Ronald Wenceslao April 2011
1. Which of the 5Ms refers to the evaluation of advertising impact on sales? A. Money B. Mission C. Media D. Message E. None of the above
1. Which of the 5Ms refers to the evaluation of advertising impact on sales? A. Money B. Measurement C. Media D. Message E. None of the above
How do we evaluate the results? Measurement Sales Impact Communication Impact
1. Which of the 5Ms refers to the evaluation of advertising impact on sales? A. Money B. Measurement C. Media D. Message E. None of the above
TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte Ronald Wenceslao April 2011 http://carolinequarte.blogspot.com/
Question 4. Which of the following is true? A. Personal marketing refers to the use of the Internet to reach customers. B. Direct marketing refers to the use of the Internet to reach customers. C. Interactive marketing refers to the use of the Internet to reach customers. D. Social marketing refers to the use of the Internet to reach customers. http://carolinequarte.blogspot.com/
Question 4. _____ marketing refers to the use of the Internet to reach customers? A. Personal B. Direct C. Interactive D. Social marketing E. None of the above http://carolinequarte.blogspot.com/
Interactive marketing is the use of Internet to reach customers. It provides marketers and consumers with opportunities for greater interaction and individualization http://carolinequarte.blogspot.com/
Question 4. _____ marketing refers to the use of the Internet to reach customers? A. Personal B. Direct C. Interactive D. Social marketing E. None of the above http://carolinequarte.blogspot.com/
TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon Ronald Wenceslao April 15, 2011 http://louiemarkquizon.blogspot.com
7. ________ is an individual’s decision to become a regular user of the product A. Awareness B. Interest C. Evaluation D. Trial E. Adoption http://louiemarkquizon.blogspot.com 91
7. ________ is when the consumer is stimulated to seek information about the innovation A. Awareness B. Interest C. Evaluation D. Trial E. Adoption http://louiemarkquizon.blogspot.com 92
The consumer is stimulated to seek information about the innovation Adoption Trial Evaluation Interest Awareness http://louiemarkquizon.blogspot.com 93
7. ________ is when the consumer is stimulated to seek information about the innovation A. Awareness B. Interest C. Evaluation D. Trial E. Adoption http://louiemarkquizon.blogspot.com 94
TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. Ronald Wenceslao April 14, 2011 www.leeaizabelsandel.blogspot.com
2. NAFTA is an acronym for ____________. A. North American Foreign Trade Association B. North American Foreign Trade Agreement C. North American Free Trade Association D. North American Free Trade Agreement E. None of the above. www.leeaizabelsandel.blogspot.com 96
2. The following are examples of Regional Free Trade Zones EXCEPT for: A. APEC B. NAFTA C. UFC D. European Union E. ASEAN www.leeaizabelsandel.blogspot.com 97
Regional Free Trade Zones  European Union  NAFTA  MERCOSUL  APEC  ASEAN www.leeaizabelsandel.blogspot.com 98
2. The following are examples of Regional Free Trade Zones EXCEPT for: A. APEC B. NAFTA C. UFC D. European Union E. ASEAN www.leeaizabelsandel.blogspot.com 99
TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano Ronald Wenceslao April 14, 2011 miralynnserrano.blogspot.com
6. The following are different types of Marketing Control, except: A. Annual Plan Control B. Efficiency Control C. Cost Control D. Profitability Control E. Strategic Control miralynnserrano.blogspot.com 101
6. Which marketing control examines whether the PLANNED RESULTS are achieved is ______. A. Annual Plan Control B. Efficiency Control C. Strategic Control D. Profitability Control E. None of the above miralynnserrano.blogspot.com 102
Different Types of MARKETING CONTROL Annual Plan • Top management To examine whether the control • Middle management PLANNED RESULTS are being achieved Profitability • Marketing controller control Efficiency • Line and Staff management control • Marketing controller Strategic • Top management control • Marketing Auditor miralynnserrano.blogspot.com 103
6. Which marketing control examines whether the PLANNED RESULTS are achieved is ______. A. Annual Plan Control B. Efficiency Control C. Strategic Control D. Profitability Control E. None of the above miralynnserrano.blogspot.com 104

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Revised Chapter Questions - Wenceslao

  • 1. TOP 10 Learning Questions Revised Chapter Questions Ronald Patrick G. Wenceslao April 29, 2011 rgwenceslao.blogspot.com
  • 2. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21st Century Ria Abendan / Ronald Wenceslao April 2011
  • 3. 6. If you would like an external hard drive included when you buy a laptop, this is an example of what type of need? A. Stated Needs B. Unstated Needs C. Real Needs D. Delight Needs E. Secret Needs 3
  • 4. 6. The 5 types of customer needs are stated, unstated, real, secret and _______ needs? A. Discreet Needs B. Broadcasted Needs C. Unreal Needs D. Delight Needs E. Exposed Needs 4
  • 5. There are 5 Types of Consumer Needs Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want an inexpensive TV.”
  • 6. Real Needs may underlie the Stated Needs Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want a TV whose maintenance cost, not initial price, is low (or zero).”
  • 7. Unstated needs are expected already by the customer Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want good service from the manufacturer.”
  • 8. Delight Needs ask more of the expected output Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want it to come with a home theater system.”
  • 9. Secret Needs may not easily be articulated by the customer Stated Real Unstated Delight Secret Needs Needs Needs Needs Needs “I want my friends to see me as a smart buyer.”
  • 10. 6. The 5 types of customer needs are stated, unstated, real, secret and _______ needs? A. Discreet Needs B. Broadcasted Needs C. Unreal Needs D. Delight Needs E. Exposed Needs 10
  • 11. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Ronald Wenceslao April 15, 2011 www.stevenandrada.blogspot.com 1/73
  • 12. 7. According to Ansof’s product – market expansion grid, What kind of strategy that develops new markets for the current products? A. Market penetration strategy B. Product development strategy C. Market development strategy D. Diversification strategy E. None of the above www.stevenandrada.blogspot.com 40/73
  • 13. 7. According to Ansof’s product, the market expansion grid, product development strategy focuses on _____ markets and _____ products? A. Current, new B. Current, current C. New, current D. New, new E. None of the above www.stevenandrada.blogspot.com 40/73
  • 14. Ansoff’s Product – Market Expansion Grid Current Products New Products Current Market-penetration Product-development Markets strategy strategy New Market-development Diversification Markets strategy strategy Source: 13th Edition, Marketing Management, Kotler & Keller www.stevenandrada.blogspot.com 41/73
  • 15. 7. According to Ansof’s product, the market expansion grid, product development strategy focuses on _____ markets and _____ products? A. Current, new B. Current, current C. New, current D. New, new E. None of the above www.stevenandrada.blogspot.com 40/73
  • 16. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Ronald Wenceslao April 2011 http://kavellana.blogspot.com
  • 17. 9. Which is NOT a technological aspect included in shaping the business landscape? A. Pace of change B. Opportunities for innovation C. Varying R&D budgets D. Increased regulation of change E. Innovation http://kavellana.blogspot.com 17
  • 18. Environmental Forces Shaping the Business Landscape •Technological •Pace of change •Opportunities for innovation •Varying R&D budgets •Increased regulation of change http://kavellana.blogspot.com 18
  • 19. 9. Which is NOT a technological aspect included in shaping the business landscape? A. Pace of change B. Opportunities for innovation C. Varying R&D budgets D. Increased regulation of change E. Innovation http://kavellana.blogspot.com 19
  • 20. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Ronald Wenceslao 15th April ’2011
  • 21. #2: Autonomy, consumer satisfaction, perceived quality and freedom to fail are ____ A . External marketing metrics B. Internal marketing metrics C. Both A and B D. Either A or B E. Not a part of marketing metrics 21
  • 22. #2: Willingness to change, autonomy and freedom to fail are part of ____ ? A . External marketing metrics B. Internal marketing metrics C. Both A and B D. Either A or B E. Not a part of marketing metrics 22
  • 23. Concept: Determine different marketing metrics to help marketers assess marketing performance. EXTERNAL INTERNAL Awareness & commitment Market share of/to goals Customer Willingness Satisfaction to change Freedom to fail No. of customers Autonomy 23
  • 24. #2: Willingness to change, autonomy and freedom to fail are part of ____ ? A . External marketing metrics B. Internal marketing metrics C. Both A and B D. Either A or B E. Not a part of marketing metrics 24
  • 25. TOP 10 Learning Questions for Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Ronald Wenceslao 15 April 2011 Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 26. 10. Customer profit rate increase due to increased purchases, referrals, and price premiums and _____________. A. In-active Customers B. Reduced Operating Costs C. Disqualified Prospects D. Only A and C E. None of the Above Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 27. 10. Customer profit rate increase due to ______, referrals, and price premiums and reduced operating costs. A. New suppliers B. Technology C. Increased purchases D. Only A and B E. None of the Above Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 28. Concept 10: Customer Dev’t. Process and Retention  Acquired new customers cost five times more than satisfying and retaining current customers.  Average company loses 10% of its customer each year.  5% reduction in customer defect rate can increase profits by up to 85%  Customer profit rate increase due to increased purchases, referrals, and price premiums and reducedd operating costs. Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 29. 10. Customer profit rate increase due to ______, referrals, and price premiums and reduced operating costs. A. New suppliers B. Technology C. Increased purchases D. Only A and B E. None of the Above Kotler, Keller, Marketing Management, 13th ed. http://cabunilasmichelle.blogspot.com
  • 30. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Ronald Wenceslao 15 April 2011
  • 31. 5. What does constitute a brand personality?  A. Durability  B. Excitement  C. Competence  D. All of the above  E. Two of the above 31
  • 32. 5. Which of the following does not constitute brand personality?  A. Durability  B. Excitement  C. Competence  D. Sophistication  E. Sincerity 32
  • 33. Concept 6: Brand Personality Sincerity Excitement Competence Sophistication Ruggedness Kotler, Keller. Marketing Management, 13th Edition. 33
  • 34. 5. Which of the following does not constitute brand personality?  A. Durability  B. Excitement  C. Competence  D. Sophistication  E. Sincerity 34
  • 35. 5. Which of the following does not constitute brand personality?  A. Durability  B. Excitement  C. Competence  D. Sophistication  E. Sincerity 35
  • 36. 36
  • 37. 3. The following roles are included in a business buying process?  A. Sellers  B. Suppliers  C. Product  D. All of the above  E. None of the above 37
  • 38. 38
  • 39. 3. The following roles are included in a business buying process?  A. Sellers  B. Suppliers  C. Product  D. All of the above  E. None of the above 39
  • 40. TOP 10 Learning Questions for Chapter 10 Identifying Market Segments &Targets Sheilanor C. Turingan / Ronald Wenceslao April 14, 2011 http://sheilanorturingan.blogspot.com 40
  • 41. 2. The following are levels of target marketing, except? A. Individual B. Segment C. Local D. Niche E. Mass http://sheilanorturingan.blogspot.com 41
  • 42. 2. _____ is a level of target marketing where the needs of the customers are tailored in trading areas? A. Individual B. Segment C. Local D. Niche E. None of the above http://sheilanorturingan.blogspot.com 42
  • 43. 4 Levels of Target Marketing 1. Individual – one-to-one/customized marketing 2. Segment – customers with similar needs 3. Local – tailored to needs of customers in trading areas, neighborhoods 4. Niche – customers with distinct set of needs http://sheilanorturingan.blogspot.com 43
  • 44. 2. _____ is a level of target marketing where the needs of the customers are tailored in trading areas? A. Individual B. Segment C. Local D. Niche E. None of the above http://sheilanorturingan.blogspot.com 44
  • 45. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan / Ronald Wenceslao April 2011 http://taeyangxinyi.blogspot.com
  • 46. 8. Which of the following is not true? A. Memorable and meaningful are two of the six brand element choice criteria. B. Logos and symbols are two of the six brand elements. C. Alliances and third-party endorsements are secondary sources of brand knowledge. D. Feelings and information are two types of brand knowledge E. Presence and bonding are two levels of brand dynamics. http://taeyangxinyi.blogspot.com 46
  • 47. 8. Which of the following is NOT part of brand knowledge? A. Information B. Images C. Feelings D. Thoughts E. Experiences http://taeyangxinyi.blogspot.com 47
  • 48. Information is not part of brand knowledge Images Experiences Feelings KNOWLEDGE Beliefs Thoughts http://taeyangxinyi.blogspot.com
  • 49. 8. Which of the following is NOT part of brand knowledge? A. Information B. Images C. Feelings D. Thoughts E. Experiences http://taeyangxinyi.blogspot.com 49
  • 50. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco / Ronald Wenceslao April 14, 2011
  • 51. 8. Quality, Feature and style are examples of… A. Services Modification B. Marketing Program Modification C. Product Modification D. Market Modification E. Prices Modification
  • 52. 8. ______ improvement aims at increasing a product’s esthetic appeal A. Quality B. Feature C. Style D. Technology E. None of the above
  • 53. Product Modification Quality Improvement – aims at increasing the product’s functional performance. Feature Improvement – aims in adding new features such as size, weight, materials, additives, and accessories that expand the product’s performance, versatility, safety, or convenience. Style Improvement – aims at increasing the product’s esthetic appeal.
  • 54. 8. ______ improvement aims at increasing a product’s esthetic appeal A. Quality B. Feature C. Style D. Technology E. None of the above
  • 55. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao / Ronald Wenceslao April 2011
  • 56. 8. Which of the following is true? a. An imitator takes the leader’s product and adapts or improves them. b. A cloner emulates the leader’s products, name, and packaging but is costs less than the leader’s product. c. An adapter duplicates the leader’s product and packages and sells it to the black market. d. A cloner copies some aspects of the leader’s products but maintains a few differentiation. e. None of the above 56
  • 57. 8. What market follower strategy adapts or improves the leader’s products? a. Counterfeiter b. Cloner c. Adapter d. Imitator e. None of the above 57
  • 58. “CLONER” emulates the leader’s products with slight variations  What?  How? Product, name, and packaging are almost identical but cost less than the leader’s product! 58
  • 59. 8. What market follower strategy adapts or improves the leader’s products? a. Counterfeiter b. Cloner c. Adapter d. Imitator e. None of the above 59
  • 60. TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor / Ronald Wenceslao April 14, 2011 A Downloadable Template For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria
  • 61. 6. Which of the following does not fall under “Service Differentiation? A. Ordering ease B. Conformance C. Installation D. Returns E. All of the above 61
  • 62. 6. Which of the following does not fall under “Service Differentiation? A. Ordering ease B. Customer training C. Installation D. None of the above E. All of the above 62
  • 63. Concept 10: Service Differentiation  Ordering ease : call PLDT hotline  Delivery : 1 day installation  Installation : free installation  Customer training : upon installation  Customer consulting : thru 24/7 hotline and Customer Service  Maintenance & repair: thru 24/7 hotline and Customer Service  Returns : warranty coverage, returnable for defects http://www.slideshare.net/ivyvillamor
  • 64. 6. Which of the following does not fall under “Service Differentiation? A. Ordering ease B. Customer training C. Installation D. None of the above E. All of the above 64
  • 65. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza / Wenceslao April 15, 2011 meghanngettingthere.blogspot.com
  • 66. 1. Consumers use PRICE as an indicator of _____________. A. Product Comparability B. Product Quantity C. Product Superiority D. Product Quality E. None of the Above meghanngettingthere.blogspot.com 66
  • 67. 1. Consumers arrive at Price Perceptions via 4 Key Points EXCEPT A. Reference Prices B. Price – Quality Inferences C. Price Endings D. Price increase E. Price Ques meghanngettingthere.blogspot.com 67
  • 68. Consumers arrive at Price Perceptions via 4 Key Points Reference Prices Price – quality Inferences Price Endings Price Cues meghanngettingthere.blogspot.com
  • 69. 1. Consumers arrive at Price Perceptions via 4 Key Points EXCEPT A. Reference Prices B. Price – Quality Inferences C. Price Endings D. Price increase E. Price Ques meghanngettingthere.blogspot.com 69
  • 70. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales Ronald Wenceslao April 14, 2011
  • 71. Question 1 Which of the following does not fall under “Levels of Service”? A. Self-Service B. Self-Selection C. Limited Service D. Full Service E. Personal Service 71
  • 72. Question 1 This levels of service is where the customer chooses from a given selection. A. Self-Service B. Self-Selection C. Limited Service D. Full Service E. None of the above 72
  • 73. Levels of Service  Self-Service  Customer serves himself (getting slurpee, hotdog sandwich, soda)  Self-Selection  Customer chooses from given selection  Limited Service  Provides service to a certain extent  Full Service  Provides service from start to end of purchase Source: Marketing Management 13 th Ed by Philip Kotler 73
  • 74. Question 1 This levels of service is where the customer chooses from a given selection. A. Self-Service B. Self-Selection C. Limited Service D. Full Service E. None of the above 74
  • 75. TOP 10 Learning Question for Chapter 17 Designing and Managing Integrated Marketing Yang Zhao / Wenceslao April. 2011 http://zhaointote.blogspot.com/
  • 76. 1.How many modes of marketing communication mix? A. 2 B. 4 C. 6 D. 8 E. 10 http://zhaointote.blogspot.com/
  • 77. 1.What model of the marketing communication mix deals with face-to-face interactions with one or more prospective purchasers? A. Interactive Marketing B. Direct Marketing C. Word of Mouth Marketing D. Personal Selling E. None of the above http://zhaointote.blogspot.com/
  • 78. 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 services Word- of - Mouth Marketing People-to-people oral, written, or electronic communications that related to merits or experiences of purchasing or using products or services. Personal Selling Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. http://zhaointote.blogspot.com/
  • 79. 1.What model of the marketing communication mix deals with face-to-face interactions with one or more prospective purchasers? A. Interactive Marketing B. Direct Marketing C. Word of Mouth Marketing D. Personal Selling E. None of the above http://zhaointote.blogspot.com/
  • 80. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong Ronald Wenceslao April 2011
  • 81. 1. Which of the 5Ms refers to the evaluation of advertising impact on sales? A. Money B. Mission C. Media D. Message E. None of the above
  • 82. 1. Which of the 5Ms refers to the evaluation of advertising impact on sales? A. Money B. Measurement C. Media D. Message E. None of the above
  • 83. How do we evaluate the results? Measurement Sales Impact Communication Impact
  • 84. 1. Which of the 5Ms refers to the evaluation of advertising impact on sales? A. Money B. Measurement C. Media D. Message E. None of the above
  • 85. TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte Ronald Wenceslao April 2011 http://carolinequarte.blogspot.com/
  • 86. Question 4. Which of the following is true? A. Personal marketing refers to the use of the Internet to reach customers. B. Direct marketing refers to the use of the Internet to reach customers. C. Interactive marketing refers to the use of the Internet to reach customers. D. Social marketing refers to the use of the Internet to reach customers. http://carolinequarte.blogspot.com/
  • 87. Question 4. _____ marketing refers to the use of the Internet to reach customers? A. Personal B. Direct C. Interactive D. Social marketing E. None of the above http://carolinequarte.blogspot.com/
  • 88. Interactive marketing is the use of Internet to reach customers. It provides marketers and consumers with opportunities for greater interaction and individualization http://carolinequarte.blogspot.com/
  • 89. Question 4. _____ marketing refers to the use of the Internet to reach customers? A. Personal B. Direct C. Interactive D. Social marketing E. None of the above http://carolinequarte.blogspot.com/
  • 90. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon Ronald Wenceslao April 15, 2011 http://louiemarkquizon.blogspot.com
  • 91. 7. ________ is an individual’s decision to become a regular user of the product A. Awareness B. Interest C. Evaluation D. Trial E. Adoption http://louiemarkquizon.blogspot.com 91
  • 92. 7. ________ is when the consumer is stimulated to seek information about the innovation A. Awareness B. Interest C. Evaluation D. Trial E. Adoption http://louiemarkquizon.blogspot.com 92
  • 93. The consumer is stimulated to seek information about the innovation Adoption Trial Evaluation Interest Awareness http://louiemarkquizon.blogspot.com 93
  • 94. 7. ________ is when the consumer is stimulated to seek information about the innovation A. Awareness B. Interest C. Evaluation D. Trial E. Adoption http://louiemarkquizon.blogspot.com 94
  • 95. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. Ronald Wenceslao April 14, 2011 www.leeaizabelsandel.blogspot.com
  • 96. 2. NAFTA is an acronym for ____________. A. North American Foreign Trade Association B. North American Foreign Trade Agreement C. North American Free Trade Association D. North American Free Trade Agreement E. None of the above. www.leeaizabelsandel.blogspot.com 96
  • 97. 2. The following are examples of Regional Free Trade Zones EXCEPT for: A. APEC B. NAFTA C. UFC D. European Union E. ASEAN www.leeaizabelsandel.blogspot.com 97
  • 98. Regional Free Trade Zones  European Union  NAFTA  MERCOSUL  APEC  ASEAN www.leeaizabelsandel.blogspot.com 98
  • 99. 2. The following are examples of Regional Free Trade Zones EXCEPT for: A. APEC B. NAFTA C. UFC D. European Union E. ASEAN www.leeaizabelsandel.blogspot.com 99
  • 100. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano Ronald Wenceslao April 14, 2011 miralynnserrano.blogspot.com
  • 101. 6. The following are different types of Marketing Control, except: A. Annual Plan Control B. Efficiency Control C. Cost Control D. Profitability Control E. Strategic Control miralynnserrano.blogspot.com 101
  • 102. 6. Which marketing control examines whether the PLANNED RESULTS are achieved is ______. A. Annual Plan Control B. Efficiency Control C. Strategic Control D. Profitability Control E. None of the above miralynnserrano.blogspot.com 102
  • 103. Different Types of MARKETING CONTROL Annual Plan • Top management To examine whether the control • Middle management PLANNED RESULTS are being achieved Profitability • Marketing controller control Efficiency • Line and Staff management control • Marketing controller Strategic • Top management control • Marketing Auditor miralynnserrano.blogspot.com 103
  • 104. 6. Which marketing control examines whether the PLANNED RESULTS are achieved is ______. A. Annual Plan Control B. Efficiency Control C. Strategic Control D. Profitability Control E. None of the above miralynnserrano.blogspot.com 104