improved questions for kotler's 22 chapters

TOP 10 Learning Questions for

Chapter 1: Defining Marketing for the 21st Century

Ria Abendan/Sue Silubrico

April 2011

4. Value is the sum of customers’

perceived _______ and _______.

A. Expectation and benefit

B. Share of mind and equity

C. Image and equity

D. Equity and cost

E. Cost and benefit

2



A. Cost and services

B. Cost and Share of mind

C. Cost and equity

D. Cost and Satisfaction

E. Cost and benefit

3

Improved Question

Value and Satisfaction are

important concepts in Marketing

• Value = sum of customers’ perceived benefits and costs

• Combination of the customer value triad (QSP)

VALUE

QUALITY

SERVICE PRICE



A. Cost and services

B. Cost and Share of mind

C. Cost and equity

D. Cost and Satisfaction

E. Cost and benefit

5

Improved Answer

10 Questions

Chapter 2: Developing Marketing

Strategies and Plans

Steven Michael Y. Andrada/Sue Silubrico

April 15, 2011

www.stevenandrada.blogspot.com

1/73

2. What level of marketing that

focuses on the content of the

marketing message.

A. Strategic

B. Segmentation

C. Tactical

D. Market intelligence

E. None of the above

16/73www.stevenandrada.blogspot.com

2. What level of marketing Plan that

focuses on target markets and value

proposition?

A. Strategic

B. Segmentation

C. Tactical




Improved Question

Levels of a Marketing Plan


Strategic

Tactical

Concept

Strategic Level


Target Marketing decisions

Value Preposition

Analysis of marketing opportunities

It's the content of your marketing

message.

Question 2:Concept

Examples


•What you Say?

•How you Say it?

•Who you Say it To?

Strategic Marketing

Question 2:Concept

It's the medium your message

is delivered in.

Tactical Level


Product Features

Promotion

Merchandising

Pricing

Sales channels

Service

Question 2:Concept

Examples


Tactical Marketing•Placing ads

•Creating brochures

•Sending out mailers

•Attending trade shows

Question 2:Concept

2. What level of marketing Plan that

focuses on target markets and value

proposition?

A. Strategic

B. Segmentation

C. Tactical




Improved Answer

TOP 10 Learning Questions

Ch 3: Gathering Information and

Scanning the Environment

Ma. Katrina S. Avellana/Sue Silubrico

April 2011

http://kavellana.blogspot.com

1. Marketing Information System

(MIS) consists of the following

except:

16http://kavellana.blogspot.com

A. People

B. Equipment

C. Information

D. Procedures

E. All of the above

1. Marketing Information System (MIS)

are consists of the following:


A. People, Equipment and Procedures

B. Database, Data Warehousing and Data Mining

C. Information, Marketing and Feedback

D. Procedures, People and Equipment

E. All of the above

Improved Question

Marketing Information System

(MIS)


•Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision

makers.

Concept

1. Marketing Information System (MIS)

are consists of the following:


A. People, Equipment and Procedures

B. Database, Data Warehousing and Data Mining

C. Information, Marketing and Feedback

D. Procedures, People and Equipment

E. All of the above

Improved Answer


Chapter 4: Conducting Marketing Research and

Forecasting Demand

Megha Behani/Sue Silubrico

15th April ’2011

#4: ____ is the set of consumers who have

interest and access to a market offer.

A. Potential market

B. Available market

C. Target market

D. Penetrated market


21

#4: ____is the part of qualified available

market the company decides to pursue

A. Potential market

B. Available market

C. Target market



22

Improved Question

Concept :

What are the measures of market demand?

23

PotentialMarket

Target Market

Penetrated Market

Available Market

consumershaving interest,income and access

consumersbuyingcompany’sproduct!

qualified availablemarket companydecides to pursue

consumers professingsufficientlevel of interest

Target Market: 90 Mn mobile phone users in

prepaid loading business, up to P1.2B texts

sent per day!

24

3 main networks

targeting the mass market!

Penetrated market: Hapee Toothpaste" -

Philippine-Made, World Class: Pedro's Faith

Leads to Success!

25

Penetrated market bychallengingthe foreign brand!

Concept

Available market: People belonging to

different income group can assess the

supermarkets…

26

Available market:Supermarket!!!

Concept

Potential market: Philippines -

Potential retirement destination!

27

Is Philippine a potentialmarket asretirement destination??

Concept

#4: ____is the part of qualified available

market the company decides to pursue

A. Potential market

B. Available market

C. Target market



28

Improved Answer


Creating Customer Value, Satisfaction

& Loyalty and Ch 5

Joan Soliven/Sue Silubrico

April 15, 2011

http://joansoliven.blogspot.com/

1. Difference between what the

customer gets and what he or she

gives for different possible choices.

A. Customer Satisfaction

B. Good Service

C. Quality Product

D. Customer Perceived Value

E. Product






B. Customer Service

C. Customer Perceived Quality Product




Improved Question

Customer Perceived Value

Difference between what the customer gets and what he or she gives for different possible choices.


Source: Marketing Management 13th Edition by Philip Kotler

Concept

Consumers are more educated and

informed, they seek out superior

alternatives

Dell offering better service than HP, they outpaced HP before in terms of customer perceived value.

Source: Marketing Management 13th Edition by Philip Kotler

Concept

http://rds.yahoo.com/_ylt=A2KJkewI8aZNzH4AA82JzbkF;_ylu=X3oDMTBpdnJhMHUzBHBvcwMxBHNlYwNzcgR2dGlkAw--/SIG=1ikuscunl/EXP=1302815112/**http%3a//images.search.yahoo.com/images/view%3fback=http%253A%252F%252Fimages.search.yahoo.com%252Fsearch%252Fimages%253Fp%253DDell%2526ei%253DUTF-8%2526fr%253Dyfp-t-701%2526fr2%253Dtab-web%26w=591%26h=602%26imgurl=www.deq.state.ms.us%252FMDEQ.nsf%252FEwasteDell.jpg%26rurl=http%253A%252F%252Fwww.deq.state.ms.us%252FMDEQ.nsf%252Fpage%252FSW_ManufacturerTakeBack%253FOpenDocument%26size=132KB%26name=Dell%2bwill%2brecycl...%26p=Dell%26oid=a7c3cae0c97f0934aa06d665db051c10%26fr2=tab-web%26no=1%26tt=37800000%26sigr=12dhtjjpn%26sigi=11bn7su4k%26sigb=12lonatu5%26.crumb=PBS/2k/8AE9

http://rds.yahoo.com/_ylt=A2KJkexL8aZNQBIAcjyJzbkF;_ylu=X3oDMTBpdnJhMHUzBHBvcwMxBHNlYwNzcgR2dGlkAw--/SIG=1kl02ss0p/EXP=1302815179/**http%3a//images.search.yahoo.com/images/view%3fback=http%253A%252F%252Fimages.search.yahoo.com%252Fsearch%252Fimages%253Fp%253DHewlett%252Bpackard%2526ei%253Dutf-8%2526fr%253Dyfp-t-701%26w=900%26h=569%26imgurl=www.thenewnewinternet.com%252Fwp-content%252Fuploads%252F2010%252F09%252FHewlett-Packard.jpg%26rurl=http%253A%252F%252Fwww.thenewnewinternet.com%252F2010%252F09%252F13%252Fhp-to-expand-cybersecurity-offerings-with-acquisition-of-arcsight%252F%26size=50KB%26name=Hewlett-Packard%26p=Hewlett%2bpackard%26oid=dca37efcd667321fcddaaaf94503493a%26fr2=%26no=1%26tt=223%26sigr=13e3i88rp%26sigi=128dt0o1g%26sigb=12ka5d6lj%26.crumb=PBS/2k/8AE9





B. Customer Service

C. Customer Perceived Quality Product




Improved Answer


Chapter 5: Creating Customer Value, Satisfaction, and

Loyalty

Cabunilas, Michelle M./Sue Silubrico

15 April 2011

http://cabunilasmichelle.blogspot.com

Kotler, Keller, Marketing Management, 13th ed.

2. A person’s feelings of pleasure or disappointment

that result from comparing a product’s perceived

performance to their expectations.



A. Satisfaction

B. Enthusiasm

C. Relief

D. Melancholy

E. Anxiety






A. Satisfaction

B. Enthusiasm

C. Happiness

D. Amusement

E. Anxiety

Improved Question

Concept 2:

Customer Satisfaction



A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations.

Customers

Concept






A. Satisfaction

B. Enthusiasm

C. Happiness

D. Amusement

E. Anxiety

Improved Answer


Ch6: Analyzing Consumer Markets

Roleigh “Rolly” Tuazon/Sue Silubrico

15 April 2011

1. What three factors influence

consumer behavior?

A. Educational, Emotional, Cultural

B. Physical, Emotional, Cultural

C. Cultural, Personal, Physical

D. Cultural, Social, Personal

E. None of the Above

41


consumer behavior?

A. Cultural, Educational, Social

B. Cultural, Racial, Personal




42

Improved Question

Factors Influencing Consumer

Behavior

43

Three Factors:

Cultural

Social

Personal

Concept 1:

Factors Influencing Consumer

Behavior

44

These factors affect consumer behavior:

Cultural

Social

Personal

Concept 1:


consumer behavior?

A. Educational, Emotional, Cultural

B. Physical, Emotional, Cultural




45

Improved Answer

46

Analyzing Consumer Markets

Rustie M. Fidel/Sue Silubrico

April 15, 2011

Top 10 Learning Questions for

Chapter 06 :

http://rustie27.blogspot.com/

http://www.google.com.ph/imgres?imgurl=http://www.jobjunction.com/images/ANALYZE.gif&imgrefurl=http://www.jobjunction.com/seekers.htm&usg=__-TT78pMRisAtsR8zkodkvFhLECY=&h=269&w=253&sz=4&hl=tl&start=17&zoom=1&um=1&itbs=1&tbnid=zTTrcDQsMhEheM:&tbnh=113&tbnw=106&prev=/images%3Fq%3Danalyze%26um%3D1%26hl%3Dtl%26tbm%3Disch&ei=BrSdTZncKMXBcdye4ZoE

3. A _________ is a concept referring to a group to

which an individual or another group is compared.

A. Reference Group

B. Social Roles

C. Statuses

D. Family

E. Peer Group


http://www.istockphoto.com/file_thumbview_approve/8283809/2/istockphoto_8283809-check-mark.jpg

3. A _________ is a concept referring to a

groups that have a face to face or indirect

influence.

A. Reference Group

B. Social Group

C. Peer group

D. Racial group

E. Cultural group


Improved Question

Concept # 3

Social Factors

Reference Groups Family

Social Roles Statuses


Concept

http://www.google.com.ph/imgres?imgurl=http://www.derbyshirecountypct.nhs.uk/content/files/images/PPI%2520picture.JPG&imgrefurl=http://www.derbyshirecountypct.nhs.uk/ppi-activities.asp&usg=__87l4N0bgQ_L3NZIQNsZaF_Td05g=&h=384&w=567&sz=52&hl=tl&start=8&zoom=1&um=1&itbs=1&tbnid=HktODzPi0nCw1M:&tbnh=91&tbnw=134&prev=/images%3Fq%3Dreference%2Bgroups%26um%3D1%26hl%3Dtl%26tbm%3Disch&ei=HJ2dTZq9Hsyxcc7N8agE

http://posterous.com/getfile/files.posterous.com/sayantan/JeDWRBB4hV5gzPgGsLn7cpLDbtgpEXCtNwHsy0Pu2UV45D1PadN9AWhp6mOH/web2-user-roles.gif

http://www.google.com.ph/imgres?imgurl=http://multiply.com/mu/gorgeousjoie/image/12/photos/351/500x500/17/family-silhouette-clip-art.jpg%3Fet%3DbWT73XH%252C7Axrvn6W2DGydA%26nmid%3D135128075&imgrefurl=http://gorgeousjoie.multiply.com/photos/photo/351/17&usg=__JxYHGpxY7hPUO5YupbiUJXPurqA=&h=363&w=368&sz=34&hl=tl&start=3&zoom=1&um=1&itbs=1&tbnid=UxEX2ndAIusQYM:&tbnh=120&tbnw=122&prev=/images%3Fq%3Dfamily%2Bpictures%26um%3D1%26hl%3Dtl%26tbm%3Disch&ei=0p2dTaqYIIrRcJqvia4E

http://www.google.com.ph/imgres?imgurl=http://reface.me/wp-content/uploads/facebook-relationship-statuses.jpg&imgrefurl=http://reface.me/status-updates/missing-facebook-relationship-statuses/&usg=__948QVAlg9SDH5rr22aqC8ckdD5s=&h=340&w=450&sz=32&hl=tl&start=1&zoom=1&um=1&itbs=1&tbnid=-SxVjoqQ13LwQM:&tbnh=96&tbnw=127&prev=/images%3Fq%3Dstatuses%2Bpictures%26um%3D1%26hl%3Dtl%26tbm%3Disch&ei=6p2dTdGRMpSrca-fzKkE

3. A _________ is a concept referring to a

groups that have a face to face or indirect

influence.

A. Reference Group

B. Social Group

C. Peer group

D. Racial group

E. Cultural group


Improved Answer


Ch 8: Identifying Market Segments and

Targets

Myrtle Frantilla/Sue Silubrico

April 14, 2011

http://myrtlefrantilla.blogspot.com/ 52

http://myrtlefrantilla.blogspot.com/53

4. Which among these are not included in

Segmenting Consumer Markets?

A.

B.

C.

D.

E.

Demographic

Behavioral

Social

Psychographic

Geographic

4. What are the Bases for


A. Geographic, Demographic, Psychographic and Behavioural

B. Geographic, demographic, Psychographic and Racial profile

C. Geographic, Demographic, Psychographic and Social class

D. Geographic, Demographic, Psychographic and Gender

E. None of the abovehttp://rustie27.blogspot.com/

Improved Question

http://myrtlefrantilla.blogspot.com/55

Geographic

Demographic

Psychographic

Behavioral

Segmenting Consumer Markets

Concept

4. What are the Bases for


A. Geographic, Demographic, Psychographic and Behavioural

B. Geographic, demographic, Psychographic and Racial profile

C. Geographic, Demographic, Psychographic and Social class

D. Geographic, Demographic, Psychographic and Gender

E. None of the abovehttp://rustie27.blogspot.com/

Improved Answer

57

http://sheilanorturingan.blogspot.com

Chapter 8

Identifying Market Segments &Targets

Sheilanor C. Turingan/Sue Silubrico

April 14, 2011


58

2. The following are levels of target

marketing, except?

A. Individual

B. Segment

C. Local

D. Niche

E. Mass


59


marketing, except?

A. Individual Marketing

B. Segment Marketing

C. Local Marketing

D. Niche Marketing

E. Geographical Marketing


Improved Question

4 Levels of Target Marketing


Segment Marketing Local Marketing

Individual Marketing Niche Marketing

Concept

61

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


Concept

62


marketing, except?

A. Individual Marketing

B. Segment Marketing

C. Local Marketing

D. Niche Marketing

E. Geographical Marketing


Improved Answer


Ch 9: Creating Brand Equity

Soleil Gan/Sue Silubrico

April 2011

http://taeyangxinyi.blogspot.com

10. Which of the following is not a role

on a brand portfolio?

A. Cash Cows

B. Flankers

C. Low-End Entry Level

D. Niche Marketer

E. High-End Prestige

http://taeyangxinyi.blogspot.com42



A. Cash Cows

B. Flankers


D. Customer Equity



Improved Question

Brand Roles on a Brand Portfolio

What brand type is the product?

40http://taeyangxinyi.blogspot.com

From Philip Kotler’s, Marketing Management, 13th ed.

FLANKERS CASH COWS

LOW-ENDENTRY LEVEL

HIGH-ENDPRESTIGE

Concept

Customer Equity is the sum of

lifetime values of all customers,

not a role on a brand portfolio

41http://taeyangxinyi.blogspot.com

From Philip Kotler’s, Marketing Management, 13th ed.

FLANKERSFighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position

CASH COWSBrands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support

LOW-END ENTRY LEVELRelatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand

HIGH-END PRESTIGEBrands that add prestige and credibility to the entire portfolio



A. Cash Cows

B. Flankers


D. Customer Equity



Improved Answer


Chapter 10

Crafting the Brand Positioning

Pearl Hazelle S. Velasco/Sue Silubrico

April 14, 2011

4. The following are Differentiation

Strategies except

A. Product

B. Channel

C. Customer

D. Personnel

E. Image


Strategies except

A. Product Differentiation

B. Channel Differentiation

C. Style Differentiation

D. Personnel Differentiation

E. Image Differentiation

Improved Question

72

DIFFERENTIATION STRATEGIES ARE…

PRODUCT – Competence, Credibility, Communication

PERSONNEL – Style, Design, Performance, Delivery

CHANNEL – Coverage

IMAGE – Distinguishes the product from competing products

Concept

73

DIFFERENTIATION STRATEGIES

PRODUCT

PERSONNEL

CHANNEL

IMAGE

Concept


Strategies except

A. Product Differentiation

B. Channel Differentiation

C. Style Differentiation

D. Personnel Differentiation

E. Image Differentiation

Improved Answer

TOP 10 Questions for

Chapter 10:

Crafting the Brand Positioning

Anna Katrina L. Guray/Sue Silubrico

April 15, 2011

http://annaguray06.blogspot.com

4. Which of the following desirability criteria asks a

question such as “Is the brand profitable and difficult

to attack?” when determining a POD (point-of-

difference)?

a. Communicability

b. Sustainability

c. Value Orientation

d. Feasibility

e. None of the above

76

Question w/ Answer


4. Which of the following deliverability criteria asks a



difference)?

a. Distinctiveness

b. Sustainability

c. Communicability

d. Feasibility


77http://annaguray06.blogspot.com

Improved Question

Company’s Perspective

Concept 4: Deliverability Criteria for PODs


FEASIBILITY

COMMUNICABILITY

SUSTAINABILITY

4. Which of the following deliverability criteria asks a



difference)?

a. Distinctiveness

b. Sustainability

c. Communicability

d. Feasibility


79http://annaguray06.blogspot.com

Improved Answer

TOP 10 Learning Concepts for

Chapter 11:

Dealing with Competition

Lady Charmayne Hao/Sue Silubrico

April 2011

5. Define _____ and opponents is

one of the strategies of a market

Challenger.

a. Strategic Innovation

b. Strategic Implementation

c. Strategic Objective

d. None of the above

e. All of the above

81

5. A Market challenger must first

define its __________.

a. Strategic Plans



d. Strategic Opponents

e. All of the above

82

Improved Question

How market challengers strategies

83

Market Leader

Define Strategic Objective and opponents

Choose general attack strategy

Choose specific attack strategy

Concept

Most aim to increase market share!

84

Define Strategic Objective and opponents

Choose general attack strategy

Choose specific attack strategy

Market Leader Firm’s own size

underfinanced and not doing the job

small and local firms

Decide whom to attack!

Concept

5. A Market challenger must first

define its __________.

a. Strategic Plans



d. Strategic Opponents

e. All of the above

85

Improved Answer


Setting Product Strategy #28

Ivy Villamor/Sue Silubrico

April 14, 2011

http://www.slideshare.net/ivyvillamor

5. This classification of goods usually

survive many uses which also entails

high personal selling & guarantees but

gives higher margin.

A. Non durable goods

B. Services

C. Durable goods

D. Staple goods


87


survive many uses which also entails

high personal selling & guarantees but

gives higher margin.

A. Non durable goods

B. Specialty goods

C. Shopping goods

D. Durable goods

E. Unsought goods

88

Improved Question

Nondurablegoods

Durablegoods

Services

Normally consumed in 1 or few uses

Available in many locations

Charge small markup,

Advertise heavily for trial and build preference

Concept 3: Market Survival Mix of

Different Product Classifications –

Durability/Tangibility


Concept

Nondurablegoods

Durablegoods

Services

Normally survive many uses

personal selling & service, margin, guarantees




Concept

Nondurablegoods

Durablegoods

Services

QC

Supplier credibility and adaptability

Intangible, inseparable, variable, and perishable




Concept

Nondurablegoods

Durablegoods

Services





Concept


survive many uses which also entails high

personal selling & guarantees but gives

higher margin.

A. Service goods

B. Specialty goods

C. Shopping goods

D. Durable goods

E. Unsought goods

93

Improved Answer


Ch 13 Designing and Managing

Services

Ronald Patrick G. Wenceslao/Sue Silubrico

April 2011

rgwenceslao.blogspot.com

4

5. Service positioning strategy

can be made tangible through?

A. Price

B. Symbols

C. Place

D. People

E. All of the above

4

5. Service positioning strategy can be made

tangible through the following except.

A. Price

B. Place

C. People

D. Equipment

E. Product

Improved Question

7

Physical Evidence and

Presentation

Place

People

Entertainment

Communication Material

Symbols

Price

Concept

4

5. Service positioning strategy can be made

tangible through the following except.

A. Price

B. Place

C. People

D. Product

E. Equipment

Improved Answer


Ch 14 Developing Pricing Strategies and Programs

Zaragoza/Sue Silubrico

April 15, 2011

meghanngettingthere.blogspot.com

5. Which of the following is NOT a goal of

companies in positioning their market

offering?

100meghanngettingthere.blogspot.com

A. Greatest Market Share

B. Product-quality Leadership

C. Largest Market Skimming

D. Product-price Leadership

E. Maximum Current Profit

5. The following are the Major

selecting pricing objective except.


A. Survival

B. Maximum market share

C. Maximum marketing skimming

D. Product price sensitivity

E. Product quality leadership

Improved Question

Setting Price

STEP 1: Companies decides its GOAL of where

it wants to POSITION its MARKET OFFERING


From Philip Kotler’s, Marketing Management,

13th Edition

Concept

The price set by the company helps them achieve their

GOAL in the MARKET. Setting the RIGHT PRICE allows a

company to adjust its production to make them an

industry leader.


From Philip Kotler’s, Marketing Management,

13th Edition

5. The following are the Major

selecting pricing objective except.


A. Survival

B. Maximum market share

C. Maximum marketing skimming

D. Product price sensitivity

E. Product quality leadership

Improved Answer


Chapter 15: Designing and Managing Integrated Marketing Channels

Medina, Anna Liza O./Sue Silubrico

April 15,2011

http://annalimedina.blogspot.com

3. Identify the one phrase which does

not pertain to channel member

functions

A. Gathering of Information

B. Develop and disseminate persuasive communication

C. Reach agreements on price and terms

D. Budgeting and Planning

E. Assume risks

F. Provide for storage

G. Provide for buyers payment of bills

H. Oversee actual transfer of ownership

106http://annalimedina.blogspot.com

Answer

3. Identify which of the following does

not pertain to main elements in the

trade-relation mix

A. Price policy

B. Condition of sale

C. Distributors’ territorial rights

D. Mutual services and responsibilities

E. Training and motivating


Improved Question

Concept 7:

Channel Management

Decisions

http://annalimedina.blogspot.com


Selecting Channel Members

Training and MotivatingChannel Members

Evaluating Channel Members

Modifying Channel DesignAnd Arrangements

Concept

http://rds.yahoo.com/_ylt=A2KJkIXytKdN.XIAsDuJzbkF;_ylu=X3oDMTBpdnJhMHUzBHBvcwMxBHNlYwNzcgR2dGlkAw--/SIG=1l8jlbaoq/EXP=1302865266/**http%3a//images.search.yahoo.com/images/view%3fback=http%253A%252F%252Fimages.search.yahoo.com%252Fsearch%252Fimages%253Fp%253Dmercedes%252Bbenz%252Blogo%2526fr2%253Dsg-rc%26w=744%26h=538%26imgurl=i671.photobucket.com%252Falbums%252Fvv72%252Fprincess-pinky-7%252FMercedes-Benz-Logo.png%26rurl=http%253A%252F%252Fs671.photobucket.com%252Falbums%252Fvv72%252Fprincess-pinky-7%252F%253Faction%253Dview%2526current%253DMercedes-Benz-Logo.png%2526newest%253D1%26size=72KB%26name=Mercedes-Benz-Lo...%26p=mercedes%2bbenz%2blogo%26oid=a21f7ab761edddc6c645ad0f5f9866a6%26fr2=sg-rc%26no=1%26tt=117000%26sigr=13dua0bhp%26sigi=1280p4kb2%26sigb=12b49a1e9%26.crumb=bm0180nt9m6

http://www.gettyimages.com/detail/dv541057/Digital-Vision

http://rds.yahoo.com/_ylt=A2KJkexxuadNSkwABD6JzbkF;_ylu=X3oDMTBpZm5udGl1BHBvcwM1BHNlYwNzcgR2dGlkAw--/SIG=1j6vo6sib/EXP=1302866417/**http%3a//images.search.yahoo.com/images/view%3fback=http%253A%252F%252Fimages.search.yahoo.com%252Fsearch%252Fimages%253Fp%253Dapple%252Blogo%2526ei%253Dutf-8%2526fr%253Dyfp-t-701-s%26w=1400%26h=1600%26imgurl=lh3.ggpht.com%252F_Fm1qooYfkAQ%252FRhKOQnNCYAI%252FAAAAAAAAAR0%252Fyw86Jzl1-SY%252FApple_Logo.jpg%26rurl=http%253A%252F%252Fpicasaweb.google.com%252Flh%252Fphoto%252FhKmegqndAAO5oaGOB_tdmg%26size=89KB%26name=apple%2blogo%2bjpg%2ba...%26p=apple%2blogo%26oid=b227df7ecd915dc1b40bc830020d2d9a%26fr2=%26no=5%26tt=597000%26sigr=11rc3qe4d%26sigi=12d44vkc0%26sigb=12hpsj7pn%26.crumb=bm0180nt9m6

3. Identify which of the following does

not pertain to main elements in the

trade-relation mix

A. Price policy

B. Condition of sale

C. Distributors’ territorial rights

D. Mutual services and responsibilities

E. Training and motivating


Improved Answer


Chapter 16 – Managing Retailing, Wholesaling, and

Logistics

Joseph Gabriel N. Morales/Sue Silubrico

April 14, 2011

Which of the following is not a major

type of wholesaler?

A. Full Service

B. Brokers / Agents

C. Merchant

D. Limited Service

E. Specialized Service

111

Question 3

5. The following are the major

types of wholesaler except.

A. Full Service

B. Brokers / Agents

C. Merchant

D. Limited Service


The Major Types of

Wholesalers

- Merchant

- Independently owned; take title to the merchandise they handle

- Ex: jobbers, distributors, mill supply houses

- Full Service

- Carry stock, maintain sales force, offer credit, make deliveries, provide management assistance

- Limited Service

- Cater to specific type of service / merchandise

113

Source: Marketing Management 13th Ed by Philip Kotler

Concept

The Major Types of

Wholesalers (cont’d)

- Brokers / Agents

- Facilitate buying and selling on a commission of 2%-6%

- Manufacturers

- Operations conducted by own company

- Specialized wholesalers

- Ex auction companies, agricultural assemblers,

114

Source: Marketing Management 13th Ed by Philip Kotler

5. The following are the major

types of wholesaler except.

A. Full Service

B. Brokers / Agents

C. Merchant

D. Limited Service


Improved Answer

Chapter 17 Designing and

Managing Integrated Marketing

Yang Zhao/Sue Silubrico

April. 2011

http://zhaointote.blogspot.com/

TOP 10 Learning Question for

1.How many modes of marketing

communication mix?

A. 2

B. 4

C. 6

D. 8

E. 10


1, The following are modes of

communication except.

A. Advertising

B. Sales promotion

C. Word of mouth

D. Personal Selling

E. Brand responses


Improved Question

Models of Marketing

Communications

Direct marketing

Word of mouth

Advertising

Sales promotio

n

Events and

experiences

PRs & Publicity

Interactive Marketing

Personal Selling


Concept

Marketing Communication mix

(8 major models of Communication)

AdvertisingAny paid form of non-personal and promotion of ideas, goods, or services by an identified sponsor.

Sales PromotionA variety of short-term incentives to encourage trial or purchase of a product or service

Events and experienceCompany-sponsored activities and programs designed to create daily or special brand-related interactions

Public relations and publicityA program designed to promote or protect a company's image or its individual products


Concept

Marketing Communication mix

(8 major models of Communication)

Direct MarketingUser of mail, Tel, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific, customers and prospects.

Interactive MarketingOnline 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 MarketingPeople-to-people oral, written, or electronic communications that related to

merits or experiences of purchasing or using products or services.

Personal SellingFace-to-face interaction with one or more prospective purchasers for the

purpose of making presentations, answering questions, and procuring

orders.http://zhaointote.blogspot.com/

Concept

1. The following are modes of

communication except.

A. Advertising

B. Sales promotion

C. Word of mouth

D. Personal Selling

E. Brand responses


Improved Answer


Chapter 18 Managing Mass Communications

Francis Benson C. Hugo/Sue Silubrico

April 14, 2011

http://ph.linkedin.com/in/francisbensoncabehugo


4. In developing an ad campaign, which of these

steps that marketers employ involves consideration

of the advertising medium (tv, print & radio)?

A. Message generation and evaluation

B. Creative development and execution

C. Social-responsibility review

D. All of the above


124http://ph.linkedin.com/in/francisbensoncabehugo





A. Creative Message and evaluation


C. Creative Social-responsibility review

D. All of the above



Improved Question


A good ad focuses on 1 or 2 core

selling propositions!


Conduct market research

Prepare a creative brief (includes key message,

target audience, key brand

benefits, etc.)

Message generation

and evaluation

Concept


The ad’s impact depends not only on what

it says, but often more important, how it

says it.


TV ads

•Effective means of vividly demonstrating product attributes

•Portray usage imagery, brand personality, etc.

Print ads

•Provide detailed product information

•Effectively communicate user & usage imagery

Radio ads

• flexibility

•Relatively inexpensive to produce and place

Creative development and Execution

Concept


Advertisers must be sure advertising

do not overstep social & legal norms


advertising

laws

regulations

Social responsibility review

Concept





A. Creative Message and evaluation


C. Creative Social-responsibility review

D. All of the above



Improved Answer



Ch 19: Managing Personal

Communications

Caroline P. Quarte/Sue Silubrico

April 2011

http://carolinequarte.blogspot.com/

3. What is the RFM formula for

selecting prospects?


A. Reduction, Functionality, Mobility

B. Recency, Frequency, Monetary

C. Reaction, Friction, Mission

D. Recency, Functionality, Monetary

3. What are R-F-M formula stands

for?


A. Recency, Functionality, Mobility


C. Response, Frequency, Marketing

D. Response, Functionality, Monetary

Improved Question

How to get a prospective

client

Recency

Frequency

Monetary value


Concept

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).


3. What are R-F-M formula stands

for?


A. Recency, Functionality, Mobility


C. Response, Frequency, Marketing

D. Response, Functionality, Monetary

Improved Answer


Chapter 20 Introducing New Market Offerings

Louie Mark Quizon/Sue Silubrico

April 15, 2011

http://louiemarkquizon.blogspot.com

2. A clothing company’s process of letting its

customers choose what designs to sell

instead of the familiar process of company

designers choosing what to sell is an

example of what Creativity technique?

A. New contexts

B. Reverse assumption analysis

C. Forced relationships

D. Mind mapping

E. Morphological analysis

137http://louiemarkquizon.blogspot.com

2. __________is one of Creative techniques

wherein you take familiar processes such as

people helping services

A. New contexts



D. Mind mapping



Improved Question

Stimulate Creativity in

Individuals and Groups!

Attribute Listing

• List the attributes then modify

Forced Relationships

• Relationship of ideas with one another

Morphological Analysis

• Many solutions by combinations


Concept

Stimulate Creativity in

Individuals and Groups!

Reverse Assumption Analysis

• List normal assumptions and then reverse

New Contexts

• New context instead of familiar processes

Mind mapping

• Create associations with each idea


Concept

Example: TeamManila’s

Creativity Generation – New

Context


Familiar Process:• Company designers

choose designs to sell

New Context:• Customers choose

what designs to sell

Concept

2. __________is one of Creative techniques

wherein you take familiar processes such as

people helping services

A. New contexts



D. Mind mapping



Improved Answer


Tapping into Global Markets 21

Sandel, Lee Aizabel L./Sue Silubrico

April 14, 2011

www.leeaizabelsandel.blogspot.com

144www.leeaizabelsandel.blogspot.com

7. All of the following marketing

aspects might be adapted for

International Marketing except….

A. Product features, colors, materials and prices

B. Packaging, labeling and brand name

C. Advertising media, advertising execution, advertising themes and sales promotion

D. All of the above



7. All of the following marketing aspects

might be adapted for International Marketing

except….




D. Innovation, Investment, Joint Ventures


Improved Question

All of the aspects below can be

adapted for the international

market.


Products features

Labelling

Colors

Materials

Sales Promotion

Advertising media

Brand Name

Packaging

Prices

Advertising theme

Concept

Other aspects can also be adapted, such as company

distribution channel, mode of entry and organizational

strategy. Tapping into global market will require changes to

company strategies to cater to a very diverse market.


Products features

Labelling

Colors

Materials

Sales Promotion

Advertising media

Brand Name

Packaging

Prices

Advertising theme

Concept


7. All of the following marketing aspects

might be adapted for International Marketing

except….




D. Innovation, Investment, Joint Ventures


Improved Answer


Chapter 22: Managing A Holistic Marketing Organization For The

Long Run

Mira Lynn Serrano/Sue Silubrico

April 14, 2011

miralynnserrano.blogspot.com

http://miralynnserrano.blogspot.com/

http://www.miralynnserrano.blogspot.com/

1. Most companies use a Functional

Organization in their Marketing Departments

for an effective Internal Marketing because of

the main advantage of administrative ________ .

A. Proficiency

B. Simplicity

C. Efficiency

D. Stability

E. Integrity

150miralynnserrano.blogspot.com



1. Functional Organization is very effective in

Internal Marketing because of the main

advantage of administrative ________ .

A. Proficiency

B. Simplicity

C. Efficiency

D. Stability

E. Integrity


Improved Question



FUNCTIONAL ORGANIZATION


is the most COMMON form of

Marketing organization and for

Administrative SIMPLICITY

Concept



Effective Internal Marketing using

FUNCTIONAL ORGANIZATION


Marketing Vice President

Concept



1. Functional Organization is very effective in

Internal Marketing because of the main

advantage of administrative ________ .

A. Proficiency

B. Simplicity

C. Efficiency

D. Stability

E. Integrity


Improved Answer



improved questions for kotler's 22 chapters

Business

marketing value

marketing strategies

examplestactical marketing

examplesstrategic marketing

level of marketing thatfocuses

marketing plan strategic

improved question

value proposition