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TOP 10 Learning Questions for
Chapter 1: 21st Century Marketing
Paul AbiganDecember 15, 2011
Chapter 1 21st Century Marketing Abigan
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1. Which is most difficult to market?
A. EventsB. IdeasC. ServicesD. ExperiencesE. Healthcare
2
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1. In the following choices, which is the most difficult to market?
A. EventsB. IdeasC. ServicesD. ExperiencesE. Healthcare
3
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What is Marketed?
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Healthcare?
There are two strongly distinctive aspects of health care. One is that you don’t know when or whether you’ll need care — but if you do, the care can be extremely expensive. The big bucks are in triple coronary bypass surgery, not routine visits to the doctor’s office; and very, very few people can afford to pay major medical costs out of pocket.
This tells you right away that health care can’t be sold like breadhttp://krugman.blogs.nytimes.com/2009/07/25/why-markets-cant-cure-healthcare/
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1. Which is most difficult to market?
A. EventsB. IdeasC. ServicesD. ExperiencesE. Healthcare
6
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1. In the following choices, which is the most difficult to market?
A. EventsB. IdeasC. ServicesD. ExperiencesE. Healthcare
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Top 10 Questions
Chapter 2 Marketing Management
Catherine AnsayDecember 15, 2011
Chapter 2 Marketing Management, Kotler 14th ed
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2. _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.
a) Tactical marketing planb) Corporate planc) Business pland) Product plane) Strategic plan
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2. In Marketing, the _________ specifies themarketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.
a) Tactical marketing planb) Corporate planc) Business pland) Product plane) Strategic plan
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Tactical Marketing Plan
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Tactical Marketing Plan
• Teams develop marketing plan with inputs and sign-offs from every important function
• Management implements these plans at the appropriate levels of the organization, monitors results and takes necessary correction action
• Planning at each of these four levels of the organization
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2. _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.
a) Tactical marketing planb) Corporate planc) Business pland) Product plane) Strategic plan
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2. In Marketing, the _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.
a) Tactical marketing planb) Corporate planc) Business pland) Product plane) Strategic plan
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TOP 10 Learning Questions for
Chapter 3 : Gathering Information and Scanning the Environment
Nyel BerroyaDecember 15, 2011
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3. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences.
A. DemographicB. Social-culturalC. Natural D. Technological E. Economic
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3. The environment ,which shapes the beliefs, values and norms that largely define consumer tastes and preferences, is called __________.
A. DemographicB. Social-culturalC. Natural D. Technological E. Economic
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Social – Cultural Environment…
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Views of themselves
Views of others
Views of organization
Views of society
Views of nature
Views of universe
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Social – Cultural Environment…• Views of themselves = concern about oneself • Views of others = concern about unfortunate ones• Views of organization = concern about self-esteem due
change of events. • Views of society = composes of makers, takers,
changers, seekers, and escapers.• Views of nature = nature-lover• Views of the universe = most are monotheistic.
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3. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences.
A. DemographicB. Social-culturalC. Natural D. Technological E. Economic
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3. The environment ,which shapes the beliefs, values and norms that largely define consumer tastes and preferences, is called __________.
A. DemographicB. Social-culturalC. Natural D. Technological E. Economic
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TOP 10 Learning Questions for
Chapter 4: Conducting Marketing Research and
Forecasting Demand
Ma Alexandria BulaonDecember 16, 2011
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4. The first step in the marketing research process is _____.
A. develop the research planB. define the problem and research
objectivesC. collect the informationD. present the dataE. make the decision
23http://www.alexbulaon.com
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4. What is the first step in marketing research process?
A. develop the research planB. define the problem and research
objectivesC. collect the informationD. present the dataE. make the decision
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The Marketing Research Process
Define the problemDevelop research planCollect information
Analyze informationPresent findings
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Make Decision
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Steps in the Marketing Research Process
Step 1: Define the Problem – Determining & clarifying the management’s information needs.
Step 2: Develop Research Plan – This involves creating a problem solving framework and analytical models.
Step 3: Collect Information – Collecting all relevant data and information.
Step 4: Analyze Information – Data Preparation, tabulation and analysis of results
Step 5: Present Findings – Presentation and report generation
26http://www.alexbulaon.com
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Defining the Problem
The starting phase is always identifying the reason or problem for which research is to be conducted. This includes collecting of relevant initial information and how this information will affect decision making process.
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4. The first step in the marketing research process is _____.
A. develop the research planB. define the problem and research
objectivesC. collect the informationD. present the dataE. make the decision
28http://www.alexbulaon.com
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4. What is the first step in marketing research process?
A. develop the research planB. define the problem and research
objectivesC. collect the informationD. present the dataE. make the decision
29http://www.alexbulaon.com
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TOP 10 Learning Questions for
Chapter 6: Analyzing Consumer Markets
Jem CaraigDecember 16, 2011
For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria
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5. In the three factors that influence on consumer behavior, which is the factor that exerts the broadest and deepest influence?
A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological FactorsE. Personal Factors
31http://jemcaraig.blogspot.com
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5. Which of the three factors exert the broadest and deepest influence on consumer behavior?
A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological FactorsE. Personal Factors
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What Influences Consumer Behavior?
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Cultural FactorsCulture, subculture, and social class are particularly important influences on
Consumer behavior.
Social FactorsReference groups, family, and social roles and statuses affect our buying behavior.
Personal FactorsBuyer's age and stage in the life cycle; occupation and economic circumstances;
personality and self-concept; and lifestyle and values influencebuyer’s decision.
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Cultural FactorsCulture, subculture, and social class are particularly important influences on
Consumer behavior.
Social FactorsReference groups, family, and social roles and statuses affect our buying behavior.
What Influences Consumer Behavior?
Personal FactorsBuyer's age and stage in the life cycle; occupation and economic circumstances;
personality and self-concept; and lifestyle and values influencebuyer’s decision.
Cultural Factorsexert the broadestand deepest influenceamong the three factors
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5. In the three factors that influence on consumer behavior, which is the factor that exerts the broadest and deepest influence?
A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological DemandE. Personal Factors
35http://jemcaraig.blogspot.com
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5. Which of the three factors exert the broadest and deepest influence on consumer behavior?
A. Social FactorsB. Cultural FactorsC. Subcultural FactorsD. Psychological FactorsE. Personal Factors
36http://jemcaraig.blogspot.com
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Top 10 Questions for
(Chapter #7)
Marika ChavezDecember 15, 2011
Chapter 7 Marketing Management, Kotler 14th ed
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6. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives
A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers
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6. _______ are people who define specifications and provide information for evaluating alternatives in the buying center.
A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers
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The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
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The Buying Center
1. Initiators –Uses other organization who request that something be purchased.2. Users – Those who will use the product or service.3. Influencers – People who influence the the buying decision, often by helping
define specifications and providing information for evaluating alternatives.4. Deciders – People who decide on the product requirements for suppliers. 5. Approvers – People who authorize the proposed action for the deciders or
buyers.6. Buyers – People who have the formal authority to select the suppliers or
information from reaching members of the buyer center.7. Gatekeepers – People who have the power to prevent sellers or
information from reaching the members of the buying center.
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6. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives
A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers
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6. _______ are people who define specifications and provide information for evaluating alternatives in the buying center.
A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers
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TOP 10 Learning Questions for
(Chapter 8- Identifying Market Segments and
Targets)
Nailah P. CristobalDecember 16, 2011
Marketing Management Class of Prof. Remigio Joseph De Ungria
http://nailah08.blogspot.comColorful Me
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7. A ______ is a more narrowly defined customer group
seeking a distinctive mix of benefits.
A. SegmentB. Local AreaC. PlaceD. NicheE. Individual
45http://nailah08.blogspot.com
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7. A more narrowly defined customer group seeking a distinctive mix of benefits is called _____.
A. SegmentB. Local AreaC. PlaceD. NicheE. Individual
46http://nailah08.blogspot.com
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Four Levels of Micromarketing
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Segments
Local Areas
Niches
Individuals
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What does an attractive niche look like?
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• fairly small but has size, profit, and growth potential
• unlikely to attract many other competitors
• gains certain economies through specialization
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7. A ______ is a more narrowly defined customer group
seeking a distinctive mix of benefits.
A. SegmentB. Local AreaC. PlaceD. NicheE. Individual
49http://nailah08.blogspot.com
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7. A more narrowly defined customer group seeking a distinctive mix of benefits is called _____.
A. SegmentB. Local AreaC. PlaceD. NicheE. Individual
50http://nailah08.blogspot.com
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Top 10 Learning Questions for
Chapter 9Creating Brand Equity
Roche DelutaDecember 15, 2011
V56 Marketing Class ofProf. Remigio Joseph De Ungria
Chapter 9 Marketing Management, Kotler 14th ed
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8. In a brand resonance pyramid, ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty.
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A. Resonance
B. Performance
C. Imagery
D. Feelings
E. Judgment
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8. ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty in a brand resonance pyramid.
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A. Resonance
B. Performance
C. Imagery
D. Feelings
E. Judgment
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Brand Resonance Pyramid
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SALIENCE
PERFORMANCE IMAGERY
FEELINGSJUDGMENTS
RESONANCE
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Brand Resonance Pyramid
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SALIENCE
PERFORMANCE IMAGERY
FEELINGSJUDGMENTS
RESONANCE
Refers to the nature of the relationship customers have with the brand and the
extent to which they feel they’re “in sync” with it;
it is the intensity or depth of the psychological bond
customers have with the brand, as well as the level of activity engendered
by this loyalty
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Brand Resonance Pyramid
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SALIENCE
PERFORMANCE IMAGERY
FEELINGSJUDGMENTS
RESONANCE
Focus on customer’s own personal opinions
and evaluations
Focus on customer’s own personal opinions
and evaluations
Is how well the product
or service meets customer’s
functional needs
Describes the extrinsic properties of the product or service
Is how often and how easily customers think of the brand
under various purchase orconsumption
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8. In a brand resonance pyramid, ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty.
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A. Resonance
B. Performance
C. Imagery
D. Feelings
E. Judgment
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8. ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty in a brand resonance pyramid.
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A. Resonance
B. Performance
C. Imagery
D. Feelings
E. Judgment
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Top 10 Learning Questions for
Chapter 9Creating Brand Equity
Roche DelutaDecember 15, 2011
V56 Marketing Class ofProf. Remigio Joseph De Ungria
Chapter 9 Marketing Management, Kotler 14th ed
http://www.slideshare.net/rochedeluta
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9. Which of the following statement can be best described a Brand?
A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.
C. Determine which seller that produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.E. All of the above.
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9. In the following statements, which statement can best describe a Brand?
A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.
C. Determine which seller that produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.E. All of the above.
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NAME SYMBOL
COMBINATION
TERM
SIGN
DESIGN
The American Marketing Association defines brand as
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The American Marketing Association defines brand as
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NAME SYMBOL
COMBINATION
TERM
SIGN
DESIGN
intended to identify the goods or
services of one seller or group of sellers and
to differentiate
their dimensions from those competitors
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A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.
C. Determine which seller produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.E. All of the above.
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Which of the following statement can be best described a Brand?
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9. In the following statements, which statement can best describe a Brand?
A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.
C. Determine which seller that produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.E. All of the above.
http://www.slideshare.net/rochedeluta
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