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This document contains sample questions and answers from chapters of Philip Kotler's marketing management textbook. It provides examples of multiple choice questions testing comprehension of key concepts from each chapter, along with explanations of the correct answers. The chapters covered include defining marketing, developing marketing strategies and plans, gathering market information, conducting marketing research, creating customer value and satisfaction, analyzing consumer and business markets, identifying market segments and targets, and crafting brand positioning.

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Improved Learning Questions for Kotler’s 22 Chapters Soleil Gan April 2011 http://taeyangxinyi.blogspot.com
Chapter 1: Defining Marketing for the 21 st Century Ria Abendan / Soleil Gan April 2011
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
3. In a modern exchange economy, ______ markets buy resources from ______ markets, turn them to goods and services, and sell them to _______ markets. Manufacturer, resource, consumer Manufacturer, resource, intermediary Resource, consumer, government Resource, manufacturer, intermediary None of the above
There are five basic markets in a modern economy Manufacturer Markets Consumer Markets Intermediary Markets Resource Markets Government Markets
Consumers sell labor to resource markets Manufacturer Markets Consumer Markets Resource Markets Government Markets resources money Intermediary Markets
Manufacturers buy resources… Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources money money Intermediary Markets
… 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 Intermediary Markets
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 Intermediary Markets
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 Intermediary Markets
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 Intermediary Markets
3. In a modern exchange economy, ______ markets buy resources from ______ markets, turn them to goods and services, and sell them to _______ markets. Manufacturer, resource, consumer Manufacturer, resource, intermediary Resource, consumer, government Resource, manufacturer, intermediary None of the above
Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Soleil Gan April 15, 2011 www.stevenandrada.blogspot.com
5. What kind of business orientation that puts the customer at the heart of the business? Product orientation Geographical orientation Market orientation Competence orientation None of the above 34/73 www.stevenandrada.blogspot.com
5. What kind of business orientation puts the customer at the heart of the business? Product orientation Consumer orientation Market orientation Media orientation None of the above 34/73 www.stevenandrada.blogspot.com
Types of Business Orientation Product Orientation - The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will like it also. Market Orientation - Puts the customer at the heart of the business. 32/73 www.stevenandrada.blogspot.com
Examples 33/73 www.stevenandrada.blogspot.com Question 5: Company Product Market Cebu Pacific Air We run an Airline company It’s time everyone to flies PLDT We run a Telecommunication company We’re changing lives
5. What kind of business orientation puts the customer at the heart of the business? Product orientation Consumer orientation Market orientation Media orientation None of the above 34/73 www.stevenandrada.blogspot.com
Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Soleil Gan April 2011 http://kavellana.blogspot.com
2. Information needs: http://kavellana.blogspot.com Facts Probes Numerical Figures Concrete Examples All of the above
2. Information needs: http://kavellana.blogspot.com Queries Probes References Statistics All of the above
Information needs probes http://kavellana.blogspot.com
Information needs probes http://kavellana.blogspot.com What decisions do you regularly make? What information is needed for these decisions? What information do you regularly get? What special studies do you periodically request? What information is needed but not given? What 4 improvements are for the present MIS?
2. Information needs: http://kavellana.blogspot.com Queries Probes References Statistics All of the above
Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Soleil Gan 15th April ’2011
#9: “ What does the Rolex name mean to you?” is an example of ___ A. Brand personification B. Laddering C. Word association D. Visualization E. Projective Techniques
#9: “ What does the Rolex name mean to you?” is an example of which qualitative measure? Projective Techniques Market Behaviour Word Association Visualization None of the Above
Concept: What are the qualitative measures to understand consumer’s mind? Word Association Projective Techniques Laddering Visualization Brand Personification
Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
Projective techniques: Give incomplete /ambiguous stimulus and ask them to make sense of it
Laddering: A series of more specific “why” questions to reveal consumer’s abstract goals!
Visualization: Creating collage from magazine to depict perceptions
Brand Personification: Ask subjects what kind of person they think of when the brand is mentioned..
#9: “ What does the Rolex name mean to you?” is an example of which qualitative measure? Projective Techniques Market Behaviour Word Association Visualization None of the Above
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Soleil Gan 15 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. Performance Marketing Quality Variation None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. Performance Quantity Quality Price Variation http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. WHAT IS Is the total feature and characteristic of a product or service that has an ability to satisfy needs .
4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. Performance Quantity Quality Price Variation http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Soleil Gan 15 April 2011
8. What step is not included in the consumer buying process? A. Problem Recognition B. Evaluation C. Post-Purchase Behavior D. Only two of the above E. All of the above
8. What step is not included in the consumer buying process? Problem Recognition Evaluation Post-Purchase Behavior All of the Above None of the Above
Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Post-Purchase Behavior Kotler, Keller. Marketing Management, 13 th Edition. Concept 10:
8. What step is not included in the consumer buying process? Problem Recognition Evaluation Post-Purchase Behavior All of the Above None of the Above
Chapter 7: Analyzing Business Markets Diana Rose Flores-Gaspar / Soleil Gan April 2011
 
7. Setting a 500-cavan of rice per customer is an example of what strategy in handling price oriented customers? Budgeted Dissemination Make No Adjustments Limited Quantity Purchase Resource Allocation None of the Above
 
7. Setting a 500-cavan of rice per customer is an example of what strategy in handling price oriented customers? Budgeted Dissemination Make No Adjustments Limited Quantity Purchase Resource Allocation None of the Above
Ch 8: Identifying Market Segments and Targets Myrtle Frantilla / Soleil Gan April 14, 2011 http://myrtlefrantilla.blogspot.com /
3. A market segment consists of a group of customers who share a similar set of needs and wants. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / A. B. True False
3. A market segment consists of a group of customers who share a similar set of needs, wants and demands. True False http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com /
Market Segment Targeting a group of customers who share a similar set of needs and wants. http://myrtlefrantilla.blogspot.com /
3. A market segment consists of a group of customers who share a similar set of needs, wants and demands. True False http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com /
Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray / Soleil Gan April 15, 2011 http://annaguray06.blogspot.com
5. differentiation is the way a company aims to identify and position itself or its products. Product Channel Image Personnel All of the above Question w/ Answer http://annaguray06.blogspot.com
5. differentiation is the way a company aims to identify and position itself or its products. Product Personnel Characteristic Image None of the above Question w/ Answer http://annaguray06.blogspot.com
Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com
Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE the way a company aims to identify and position itself or its products http://annaguray06.blogspot.com
5. differentiation is the way a company aims to identify and position itself or its products. Product Personnel Characteristic Image None of the above Question w/ Answer http://annaguray06.blogspot.com
Chapter 11: Dealing with Competition Lady Charmayne Hao / Soleil Gan April 2011
2. The percentage of customers whose company’s product they prefer to buy pertains to _____. Share of mind Share of heart Share of market Both a and c Both b and c
2. The percentage of customers whose company’s product they prefer to buy pertains to _____. Share of mind Share of heart Share of wallet Share of market None of the above
What to consider on competitor analysis? Share of mind Share of heart Share of market
“ Share of heart” refers to the percentage of customers whose company’s product they want to buy “ Name the company from which you would prefer to buy!”
2. The percentage of customers whose company’s product they prefer to buy pertains to _____. Share of mind Share of heart Share of wallet Share of market None of the above
Chapter 12 Setting Product Strategies Lam, John Paul C. / Soleil Gan April 2011
7. A hotel guest buying rest and sleep exhibits the ________ core benefit basic product expected product augmented product potential product http://fridaynightsablast.blogspot.com/
7. A hotel guest buying rest and sleep exhibits which of the product levels? core benefit basic product expected product augmented product potential product http://fridaynightsablast.blogspot.com/
Concept 2: Product Levels – Product Value, how the customer sees it Each level adds more value to customer http://fridaynightsablast.blogspot.com/
Concept 2: Core Benefit – Service or Benefit the customer is really buying Eg: Hotel guest buying rest and sleep http://fridaynightsablast.blogspot.com/
Concept 2: Basic Product - Turning core benefit into basic product Eg: hotel room with bed, dresser, shower…etc. http://fridaynightsablast.blogspot.com/
Concept 2: Expected Product – What buyers expect Eg: hotel guests expects a clean bed, fresh towels…etc. http://fridaynightsablast.blogspot.com/
Concept 2: Augmented Product – exceeds customer expectations Eg: Hotel adds a chocolate on top of the pillow http://fridaynightsablast.blogspot.com/
Concept 2: Potential product – all possible transformations of the product in the future Eg. Hotel becomes a tourist attraction http://fridaynightsablast.blogspot.com/
7. A hotel guest buying rest and sleep exhibits which of the product levels? core benefit basic product expected product augmented product potential product http://fridaynightsablast.blogspot.com/
Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao / Soleil Gan April 2011 rgwenceslao.blogspot.com
7. Service companies are encourage to have _________ to manage the “ demand” for its services: 4 Shared services Part-time employees Increase consumer participation Reservation systems Facilities for future expansion
7. Service companies are encourage to have _________ to manage the “ demand” for its services: 4 Shared services Peak-time efficiency Part-time employees Reservation systems Facilities for future expansion
Matching Demand and Supply 9 DEMAND Side Differential pricing Nonpeak demand Complementary services Reservation systems SUPPLY Side Part-time employees Peak-time efficiency Increased consumer participation Shared services Facilities for future expansion
7. Service companies are encourage to have _________ to manage the “ demand” for its services: 4 Shared services Peak-time efficiency Part-time employees Reservation systems Facilities for future expansion
Ch 14: Developing Pricing Strategies and Programs Bohong Li / Soleil Gan April 15 ,2011
9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____? A. Special-event pricing B. Cash rebates C. Low-interest financing D. Psychological discounting E. Loss-leader pricing
9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____? Special-event pricing Product-line promotions Market-reeling Psychological discounting Loss-leader pricing
Loss-leader pricing Special-event pricing Cash rebates Low-interest financing Longer payment terms Warranties and service contracts Psychological discounting Concept 9: Price-Adaption Strategy 3 : Promotional Pricing From Philip Kotler’s, Marketing Management, 13 th Edition
Concept 9: Loss-leader pricing A loss leader or leader is a product sold at a low price (at cost or below cost) to stimulate other, profitable sales. It is a kind of sales promotion. One use of a loss leader is to draw customers into a store where they are likely to buy other goods. The vendor expects that the typical customer will purchase other items at the same time as the loss leader and that the profit made on these items will be such that an overall profit is generated for the vendor.
9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____? Special-event pricing Product-line promotions Market-reeling Psychological discounting Loss-leader pricing
Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. / Soleil Gan April 15,2011 http://annalimedina.blogspot.com
5. Marketing channels must not just ______ markets, but must also ________ markets Provide, Create Serve, Make Create, Build Supply , Formulate http://annalimedina.blogspot.com Answer
5. Marketing channels must not just ______ markets, but must also ________ markets Provide, Create Serve, Make Create, Build Supply, Formulate Search for, Serve http://annalimedina.blogspot.com Answer
Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Role of Marketing Channels: potential buyers  profitable customers
5. Marketing channels must not just ______ markets, but must also ________ markets Provide, Create Serve, Make Create, Build Supply, Formulate Search for, Serve http://annalimedina.blogspot.com Answer
Chapter 16: Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales / Soleil Gan April 14, 2011
The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counseling Buying and assortment building Cost Bearing Question 6
The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counseling Buying and assortment building Profit Bearing Question 6 Source: Marketing Management 13 th Ed by Philip Kotler
Wholesaling functions are… Source: Marketing Management 13 th Ed by Philip Kotler
Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler
Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler
The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counseling Buying and assortment building Profit Bearing Question 6 Source: Marketing Management 13 th Ed by Philip Kotler
Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar / Soleil Gan April 15, 2011 http://jankenneth-obar.blogspot.com
9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. Sales Promotions Free Samples Interactive Marketing Sponsored events Direct Selling http://jankenneth-obar.blogspot.com
9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. Sales Promotions Free Samples Push Selling Sponsored events Discount Pricing http://jankenneth-obar.blogspot.com
Sales Promotion: -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com
Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com
9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. Sales Promotions Free Samples Push Selling Sponsored events Discount Pricing http://jankenneth-obar.blogspot.com
Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Soleil Gan April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above http://ph.linkedin.com/in/francisbensoncabehugo
The advertisement of Biogesic below is an example of what advertising objective? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above
Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
The advertisement of Biogesic below is an example of what advertising objective? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above
Ch 19: Managing Personal Communications Caroline P. Quarte / Soleil Gan April 2011 http://carolinequarte.blogspot.com/
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/ Answer
3. What is the RFM formula for selecting prospects? Reduction, Functionality, Mobility Recency, Frequency, Monetary Reaction, Friction, Mission Recency, Functionality, Monetary Repetition, Frequency, Marketability http://carolinequarte.blogspot.com/ Answer
How to get a prospective client Recency Frequency Monetary value http://carolinequarte.blogspot.com/
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/
3. What is the RFM formula for selecting prospects? Reduction, Functionality, Mobility Recency, Frequency, Monetary Reaction, Friction, Mission Recency, Functionality, Monetary Repetition, Frequency, Marketability http://carolinequarte.blogspot.com/ Answer
Chapter 20: Introducing New Market Offerings Louie Mark Quizon / Soleil Gan April 15, 2011 http://louiemarkquizon.blogspot.com
7. ________ is an individual’s decision to become a regular user of the product Awareness Interest Evaluation Trial Adoption http://louiemarkquizon.blogspot.com
7. ________ is an individual’s decision to become a regular user of the product Buying Interest Choosing Trial Adoption http://louiemarkquizon.blogspot.com
http://louiemarkquizon.blogspot.com How does a Consumer Adopt to a New Product and Service?
http://louiemarkquizon.blogspot.com The consumer becomes aware of the innovation but lacks information about it
http://louiemarkquizon.blogspot.com The consumer is stimulated to seek information about the innovation
http://louiemarkquizon.blogspot.com The consumer considers whether to try the innovation
http://louiemarkquizon.blogspot.com The consumer tries the innovation to improve his or her estimate of its value
http://louiemarkquizon.blogspot.com The consumer decides to make full and regular use of the innovation
7. ________ is an individual’s decision to become a regular user of the product Buying Interest Choosing Trial Adoption http://louiemarkquizon.blogspot.com
Ch21: Tapping into Global Markets Sandel, Lee Aizabel L. / Soleil Gan April 14, 2011 www.leeaizabelsandel.blogspot.com
4. _________ consist of creating something new, where products are made specifically for a certain foreign market. Product Discovery Product Invention Product Improvement Product Adaptation None of the above www.leeaizabelsandel.blogspot.com
4. _________ consist of creating something new, where products are made specifically for a certain foreign market. Product Discovery Product Invention Product Improvement Product Adaptation Product Innovation www.leeaizabelsandel.blogspot.com
International Product and Communication Strategies Product www.leeaizabelsandel.blogspot.com Develop New Product Adapt Product Do Not Change Product Dual adaptation Product adaptation Product invention Do Not Change Communication Adapt Communication Straight extension Communication adaptation Communication
Product Invention PRODUCT INVENTION- is a costly strategy, but the payoffs can be great, particularly if a company can parlay a product innovation into other countries. Sometimes the innovation even works at home. www.leeaizabelsandel.blogspot.com
4. _________ consist of creating something new, where products are made specifically for a certain foreign market. Product Discovery Product Invention Product Improvement Product Adaptation Product Innovation www.leeaizabelsandel.blogspot.com
Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Soleil Gan April 14, 2011 miralynnserrano.blogspot.com
10. Characteristics of Marketing Audits are, except Comprehensive Systematic Independent Innovative Periodic miralynnserrano.blogspot.com
10. Marketing Audit has the following characteristics except: Comprehensive Systematic Independent Accurate Periodic miralynnserrano.blogspot.com
Marketing AUDIT as a strategic Control miralynnserrano.blogspot.com has FOUR Characteristics Comprehensive Systematic Independent Periodic
Marketing Audits should cover all major marketing activities miralynnserrano.blogspot.com Comprehensive Systematic Independent Periodic
Marketing Audits should be in an Orderly Examination miralynnserrano.blogspot.com Comprehensive Systematic Independent Periodic
Best Audits are from Outside consultants miralynnserrano.blogspot.com Comprehensive Systematic Independent Periodic
Marketing Audits should form part of company’s processes and routines miralynnserrano.blogspot.com Comprehensive Systematic Independent Periodic
10. Marketing Audit has the following characteristics except: Comprehensive Systematic Independent Accurate Periodic miralynnserrano.blogspot.com
Improved Learning Questions for Kotler’s 22 Chapters Soleil Gan April 2011 http://taeyangxinyi.blogspot.com

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Top 20 Questions

  • 1. Improved Learning Questions for Kotler’s 22 Chapters Soleil Gan April 2011 http://taeyangxinyi.blogspot.com
  • 2. Chapter 1: Defining Marketing for the 21 st Century Ria Abendan / Soleil Gan 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 resources from ______ markets, turn them to goods and services, and sell them to _______ markets. Manufacturer, resource, consumer Manufacturer, resource, intermediary Resource, consumer, government Resource, manufacturer, intermediary 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 Intermediary Markets
  • 7. Manufacturers buy resources… Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources money money Intermediary Markets
  • 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 Intermediary Markets
  • 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 Intermediary Markets
  • 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 Intermediary Markets
  • 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 Intermediary Markets
  • 12. 3. In a modern exchange economy, ______ markets buy resources from ______ markets, turn them to goods and services, and sell them to _______ markets. Manufacturer, resource, consumer Manufacturer, resource, intermediary Resource, consumer, government Resource, manufacturer, intermediary None of the above
  • 13. Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Soleil Gan April 15, 2011 www.stevenandrada.blogspot.com
  • 14. 5. What kind of business orientation that puts the customer at the heart of the business? Product orientation Geographical orientation Market orientation Competence orientation None of the above 34/73 www.stevenandrada.blogspot.com
  • 15. 5. What kind of business orientation puts the customer at the heart of the business? Product orientation Consumer orientation Market orientation Media orientation None of the above 34/73 www.stevenandrada.blogspot.com
  • 16. Types of Business Orientation Product Orientation - The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will like it also. Market Orientation - Puts the customer at the heart of the business. 32/73 www.stevenandrada.blogspot.com
  • 17. Examples 33/73 www.stevenandrada.blogspot.com Question 5: Company Product Market Cebu Pacific Air We run an Airline company It’s time everyone to flies PLDT We run a Telecommunication company We’re changing lives
  • 18. 5. What kind of business orientation puts the customer at the heart of the business? Product orientation Consumer orientation Market orientation Media orientation None of the above 34/73 www.stevenandrada.blogspot.com
  • 19. Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Soleil Gan April 2011 http://kavellana.blogspot.com
  • 20. 2. Information needs: http://kavellana.blogspot.com Facts Probes Numerical Figures Concrete Examples All of the above
  • 21. 2. Information needs: http://kavellana.blogspot.com Queries Probes References Statistics All of the above
  • 22. Information needs probes http://kavellana.blogspot.com
  • 23. Information needs probes http://kavellana.blogspot.com What decisions do you regularly make? What information is needed for these decisions? What information do you regularly get? What special studies do you periodically request? What information is needed but not given? What 4 improvements are for the present MIS?
  • 24. 2. Information needs: http://kavellana.blogspot.com Queries Probes References Statistics All of the above
  • 25. Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Soleil Gan 15th April ’2011
  • 26. #9: “ What does the Rolex name mean to you?” is an example of ___ A. Brand personification B. Laddering C. Word association D. Visualization E. Projective Techniques
  • 27. #9: “ What does the Rolex name mean to you?” is an example of which qualitative measure? Projective Techniques Market Behaviour Word Association Visualization None of the Above
  • 28. Concept: What are the qualitative measures to understand consumer’s mind? Word Association Projective Techniques Laddering Visualization Brand Personification
  • 29. Word Association: Ask subjects what words come to mind when they customer hears the brand’s name
  • 30. Projective techniques: Give incomplete /ambiguous stimulus and ask them to make sense of it
  • 31. Laddering: A series of more specific “why” questions to reveal consumer’s abstract goals!
  • 32. Visualization: Creating collage from magazine to depict perceptions
  • 33. Brand Personification: Ask subjects what kind of person they think of when the brand is mentioned..
  • 34. #9: “ What does the Rolex name mean to you?” is an example of which qualitative measure? Projective Techniques Market Behaviour Word Association Visualization None of the Above
  • 35. Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Soleil Gan 15 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 36. 4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. Performance Marketing Quality Variation None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 37. 4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. Performance Quantity Quality Price Variation http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 38. Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. WHAT IS Is the total feature and characteristic of a product or service that has an ability to satisfy needs .
  • 39. 4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. Performance Quantity Quality Price Variation http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  • 40. Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Soleil Gan 15 April 2011
  • 41. 8. What step is not included in the consumer buying process? A. Problem Recognition B. Evaluation C. Post-Purchase Behavior D. Only two of the above E. All of the above
  • 42. 8. What step is not included in the consumer buying process? Problem Recognition Evaluation Post-Purchase Behavior All of the Above None of the Above
  • 43. Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Post-Purchase Behavior Kotler, Keller. Marketing Management, 13 th Edition. Concept 10:
  • 44. 8. What step is not included in the consumer buying process? Problem Recognition Evaluation Post-Purchase Behavior All of the Above None of the Above
  • 45. Chapter 7: Analyzing Business Markets Diana Rose Flores-Gaspar / Soleil Gan April 2011
  • 46.  
  • 47. 7. Setting a 500-cavan of rice per customer is an example of what strategy in handling price oriented customers? Budgeted Dissemination Make No Adjustments Limited Quantity Purchase Resource Allocation None of the Above
  • 48.  
  • 49. 7. Setting a 500-cavan of rice per customer is an example of what strategy in handling price oriented customers? Budgeted Dissemination Make No Adjustments Limited Quantity Purchase Resource Allocation None of the Above
  • 50. Ch 8: Identifying Market Segments and Targets Myrtle Frantilla / Soleil Gan April 14, 2011 http://myrtlefrantilla.blogspot.com /
  • 51. 3. A market segment consists of a group of customers who share a similar set of needs and wants. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / A. B. True False
  • 52. 3. A market segment consists of a group of customers who share a similar set of needs, wants and demands. True False http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com /
  • 53. Market Segment Targeting a group of customers who share a similar set of needs and wants. http://myrtlefrantilla.blogspot.com /
  • 54. 3. A market segment consists of a group of customers who share a similar set of needs, wants and demands. True False http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com /
  • 55. Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray / Soleil Gan April 15, 2011 http://annaguray06.blogspot.com
  • 56. 5. differentiation is the way a company aims to identify and position itself or its products. Product Channel Image Personnel All of the above Question w/ Answer http://annaguray06.blogspot.com
  • 57. 5. differentiation is the way a company aims to identify and position itself or its products. Product Personnel Characteristic Image None of the above Question w/ Answer http://annaguray06.blogspot.com
  • 58. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com
  • 59. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE the way a company aims to identify and position itself or its products http://annaguray06.blogspot.com
  • 60. 5. differentiation is the way a company aims to identify and position itself or its products. Product Personnel Characteristic Image None of the above Question w/ Answer http://annaguray06.blogspot.com
  • 61. Chapter 11: Dealing with Competition Lady Charmayne Hao / Soleil Gan April 2011
  • 62. 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. Share of mind Share of heart Share of market Both a and c Both b and c
  • 63. 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. Share of mind Share of heart Share of wallet Share of market None of the above
  • 64. What to consider on competitor analysis? Share of mind Share of heart Share of market
  • 65. “ Share of heart” refers to the percentage of customers whose company’s product they want to buy “ Name the company from which you would prefer to buy!”
  • 66. 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. Share of mind Share of heart Share of wallet Share of market None of the above
  • 67. Chapter 12 Setting Product Strategies Lam, John Paul C. / Soleil Gan April 2011
  • 68. 7. A hotel guest buying rest and sleep exhibits the ________ core benefit basic product expected product augmented product potential product http://fridaynightsablast.blogspot.com/
  • 69. 7. A hotel guest buying rest and sleep exhibits which of the product levels? core benefit basic product expected product augmented product potential product http://fridaynightsablast.blogspot.com/
  • 70. Concept 2: Product Levels – Product Value, how the customer sees it Each level adds more value to customer http://fridaynightsablast.blogspot.com/
  • 71. Concept 2: Core Benefit – Service or Benefit the customer is really buying Eg: Hotel guest buying rest and sleep http://fridaynightsablast.blogspot.com/
  • 72. Concept 2: Basic Product - Turning core benefit into basic product Eg: hotel room with bed, dresser, shower…etc. http://fridaynightsablast.blogspot.com/
  • 73. Concept 2: Expected Product – What buyers expect Eg: hotel guests expects a clean bed, fresh towels…etc. http://fridaynightsablast.blogspot.com/
  • 74. Concept 2: Augmented Product – exceeds customer expectations Eg: Hotel adds a chocolate on top of the pillow http://fridaynightsablast.blogspot.com/
  • 75. Concept 2: Potential product – all possible transformations of the product in the future Eg. Hotel becomes a tourist attraction http://fridaynightsablast.blogspot.com/
  • 76. 7. A hotel guest buying rest and sleep exhibits which of the product levels? core benefit basic product expected product augmented product potential product http://fridaynightsablast.blogspot.com/
  • 77. Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao / Soleil Gan April 2011 rgwenceslao.blogspot.com
  • 78. 7. Service companies are encourage to have _________ to manage the “ demand” for its services: 4 Shared services Part-time employees Increase consumer participation Reservation systems Facilities for future expansion
  • 79. 7. Service companies are encourage to have _________ to manage the “ demand” for its services: 4 Shared services Peak-time efficiency Part-time employees Reservation systems Facilities for future expansion
  • 80. Matching Demand and Supply 9 DEMAND Side Differential pricing Nonpeak demand Complementary services Reservation systems SUPPLY Side Part-time employees Peak-time efficiency Increased consumer participation Shared services Facilities for future expansion
  • 81. 7. Service companies are encourage to have _________ to manage the “ demand” for its services: 4 Shared services Peak-time efficiency Part-time employees Reservation systems Facilities for future expansion
  • 82. Ch 14: Developing Pricing Strategies and Programs Bohong Li / Soleil Gan April 15 ,2011
  • 83. 9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____? A. Special-event pricing B. Cash rebates C. Low-interest financing D. Psychological discounting E. Loss-leader pricing
  • 84. 9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____? Special-event pricing Product-line promotions Market-reeling Psychological discounting Loss-leader pricing
  • 85. Loss-leader pricing Special-event pricing Cash rebates Low-interest financing Longer payment terms Warranties and service contracts Psychological discounting Concept 9: Price-Adaption Strategy 3 : Promotional Pricing From Philip Kotler’s, Marketing Management, 13 th Edition
  • 86. Concept 9: Loss-leader pricing A loss leader or leader is a product sold at a low price (at cost or below cost) to stimulate other, profitable sales. It is a kind of sales promotion. One use of a loss leader is to draw customers into a store where they are likely to buy other goods. The vendor expects that the typical customer will purchase other items at the same time as the loss leader and that the profit made on these items will be such that an overall profit is generated for the vendor.
  • 87. 9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____? Special-event pricing Product-line promotions Market-reeling Psychological discounting Loss-leader pricing
  • 88. Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. / Soleil Gan April 15,2011 http://annalimedina.blogspot.com
  • 89. 5. Marketing channels must not just ______ markets, but must also ________ markets Provide, Create Serve, Make Create, Build Supply , Formulate http://annalimedina.blogspot.com Answer
  • 90. 5. Marketing channels must not just ______ markets, but must also ________ markets Provide, Create Serve, Make Create, Build Supply, Formulate Search for, Serve http://annalimedina.blogspot.com Answer
  • 91. Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Role of Marketing Channels: potential buyers  profitable customers
  • 92. 5. Marketing channels must not just ______ markets, but must also ________ markets Provide, Create Serve, Make Create, Build Supply, Formulate Search for, Serve http://annalimedina.blogspot.com Answer
  • 93. Chapter 16: Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales / Soleil Gan April 14, 2011
  • 94. The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counseling Buying and assortment building Cost Bearing Question 6
  • 95. The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counseling Buying and assortment building Profit Bearing Question 6 Source: Marketing Management 13 th Ed by Philip Kotler
  • 96. Wholesaling functions are… Source: Marketing Management 13 th Ed by Philip Kotler
  • 97. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler
  • 98. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler
  • 99. The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counseling Buying and assortment building Profit Bearing Question 6 Source: Marketing Management 13 th Ed by Philip Kotler
  • 100. Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar / Soleil Gan April 15, 2011 http://jankenneth-obar.blogspot.com
  • 101. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. Sales Promotions Free Samples Interactive Marketing Sponsored events Direct Selling http://jankenneth-obar.blogspot.com
  • 102. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. Sales Promotions Free Samples Push Selling Sponsored events Discount Pricing http://jankenneth-obar.blogspot.com
  • 103. Sales Promotion: -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com
  • 104. Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com
  • 105. 9. A tool used to draw a stronger and quicker response. To push target audience to make the final step. Sales Promotions Free Samples Push Selling Sponsored events Discount Pricing http://jankenneth-obar.blogspot.com
  • 106. Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Soleil Gan April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo
  • 107. 3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above http://ph.linkedin.com/in/francisbensoncabehugo
  • 108. The advertisement of Biogesic below is an example of what advertising objective? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above
  • 109. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
  • 110. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo
  • 111. The advertisement of Biogesic below is an example of what advertising objective? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above
  • 112. Ch 19: Managing Personal Communications Caroline P. Quarte / Soleil Gan April 2011 http://carolinequarte.blogspot.com/
  • 113. 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/ Answer
  • 114. 3. What is the RFM formula for selecting prospects? Reduction, Functionality, Mobility Recency, Frequency, Monetary Reaction, Friction, Mission Recency, Functionality, Monetary Repetition, Frequency, Marketability http://carolinequarte.blogspot.com/ Answer
  • 115. How to get a prospective client Recency Frequency Monetary value http://carolinequarte.blogspot.com/
  • 116. 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/
  • 117. 3. What is the RFM formula for selecting prospects? Reduction, Functionality, Mobility Recency, Frequency, Monetary Reaction, Friction, Mission Recency, Functionality, Monetary Repetition, Frequency, Marketability http://carolinequarte.blogspot.com/ Answer
  • 118. Chapter 20: Introducing New Market Offerings Louie Mark Quizon / Soleil Gan April 15, 2011 http://louiemarkquizon.blogspot.com
  • 119. 7. ________ is an individual’s decision to become a regular user of the product Awareness Interest Evaluation Trial Adoption http://louiemarkquizon.blogspot.com
  • 120. 7. ________ is an individual’s decision to become a regular user of the product Buying Interest Choosing Trial Adoption http://louiemarkquizon.blogspot.com
  • 121. http://louiemarkquizon.blogspot.com How does a Consumer Adopt to a New Product and Service?
  • 122. http://louiemarkquizon.blogspot.com The consumer becomes aware of the innovation but lacks information about it
  • 123. http://louiemarkquizon.blogspot.com The consumer is stimulated to seek information about the innovation
  • 124. http://louiemarkquizon.blogspot.com The consumer considers whether to try the innovation
  • 125. http://louiemarkquizon.blogspot.com The consumer tries the innovation to improve his or her estimate of its value
  • 126. http://louiemarkquizon.blogspot.com The consumer decides to make full and regular use of the innovation
  • 127. 7. ________ is an individual’s decision to become a regular user of the product Buying Interest Choosing Trial Adoption http://louiemarkquizon.blogspot.com
  • 128. Ch21: Tapping into Global Markets Sandel, Lee Aizabel L. / Soleil Gan April 14, 2011 www.leeaizabelsandel.blogspot.com
  • 129. 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. Product Discovery Product Invention Product Improvement Product Adaptation None of the above www.leeaizabelsandel.blogspot.com
  • 130. 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. Product Discovery Product Invention Product Improvement Product Adaptation Product Innovation www.leeaizabelsandel.blogspot.com
  • 131. International Product and Communication Strategies Product www.leeaizabelsandel.blogspot.com Develop New Product Adapt Product Do Not Change Product Dual adaptation Product adaptation Product invention Do Not Change Communication Adapt Communication Straight extension Communication adaptation Communication
  • 132. Product Invention PRODUCT INVENTION- is a costly strategy, but the payoffs can be great, particularly if a company can parlay a product innovation into other countries. Sometimes the innovation even works at home. www.leeaizabelsandel.blogspot.com
  • 133. 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. Product Discovery Product Invention Product Improvement Product Adaptation Product Innovation www.leeaizabelsandel.blogspot.com
  • 134. Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Soleil Gan April 14, 2011 miralynnserrano.blogspot.com
  • 135. 10. Characteristics of Marketing Audits are, except Comprehensive Systematic Independent Innovative Periodic miralynnserrano.blogspot.com
  • 136. 10. Marketing Audit has the following characteristics except: Comprehensive Systematic Independent Accurate Periodic miralynnserrano.blogspot.com
  • 137. Marketing AUDIT as a strategic Control miralynnserrano.blogspot.com has FOUR Characteristics Comprehensive Systematic Independent Periodic
  • 138. Marketing Audits should cover all major marketing activities miralynnserrano.blogspot.com Comprehensive Systematic Independent Periodic
  • 139. Marketing Audits should be in an Orderly Examination miralynnserrano.blogspot.com Comprehensive Systematic Independent Periodic
  • 140. Best Audits are from Outside consultants miralynnserrano.blogspot.com Comprehensive Systematic Independent Periodic
  • 141. Marketing Audits should form part of company’s processes and routines miralynnserrano.blogspot.com Comprehensive Systematic Independent Periodic
  • 142. 10. Marketing Audit has the following characteristics except: Comprehensive Systematic Independent Accurate Periodic miralynnserrano.blogspot.com
  • 143. Improved Learning Questions for Kotler’s 22 Chapters Soleil Gan April 2011 http://taeyangxinyi.blogspot.com