20 improved questions

REVISED LEARNING QUESTIONS

Sheilanor C. TuringanApril 29, 2011

http://sheilanorturingan.blogspot.com

10 Questions

Chapter 2: Developing MarketingStrategies and Plans

Steven Y. Andrada/Shy TuringanApril 15, 2011

1/73http://sheilanorturingan.blogspot.com

1. According to Nirmalya Kumar, All of the following are the 3 V’s approach to marketing, except?

A. Value SegmentB. Value PrepositionC. Value PositioningD. Value NetworkE. None of the above

8/73


1. Marketing approach that identifies and satisfies the unmet needs of the target market


8/73http://sheilanorturingan.blogspot.com

3 V’s Approach to Marketing

4/73

Define the value segment

Define the value preposition

Define the value network


Define customer and needs


5/73

Question 1:





Identify and satisfy an unmet need that your target market possesses.


6/73




Question 1:


System of partnerships and alliances that a firm creates to source, augment and deliver its offerings.


7/73




Question 1:


1. Marketing approach that identifies and satisfies the unmet needs of the target market


8/73


TOP 10 Learning Questions

Ch 3: Gathering Information and Scanning the Environment

Ma. Katrina S. Avellana/Shy Turingan

April 2011


1. Marketing Information System (MIS) consists of the following except:

11

A. People

B. Equipment

C. Information

D. Procedures

E. All of the above



12

A. People

B. Equipment

C. Information

D. Procedures

E. None of the above


Marketing Information System (MIS)

13

• Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute

needed, timely and accurate information to marketing decision makers.



14

A. People

B. Equipment

C. Information

D. Procedures

E. None of the above


TOP 10 Learning Questions for

Creating Customer Value, Satisfaction & Loyalty and Ch 5

Joan Soliven/ Shy TuringanApril 15, 2011


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 ValueE. Product



A. Customer Satisfaction B. Customer RetentionC. Customer Loyalty D. Customer Perceived ValueE. Customer Survey


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 Kotlerhttp://sheilanorturingan.blogspot.com

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 Kotlerhttp://sheilanorturingan.blogspot.com

http://rds.yahoo.com/_ylt=A2KJkewI8aZNzH4AA82JzbkF;_ylu=X3oDMTBpdnJhMHUzBHBvcwMxBHNlYwNzcgR2dGlkAw--/SIG=1ikuscunl/EXP=1302815112/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=Dell&ei=UTF-8&fr=yfp-t-701&fr2=tab-web&w=591&h=602&imgurl=www.deq.state.ms.us/MDEQ.nsf/EwasteDell.jpg&rurl=http://www.deq.state.ms.us/MDEQ.nsf/page/SW_ManufacturerTakeBack?OpenDocument&size=132KB&name=Dell+will+recycl...&p=Dell&oid=a7c3cae0c97f0934aa06d665db051c10&fr2=tab-web&no=1&tt=37800000&sigr=12dhtjjpn&sigi=11bn7su4k&sigb=12lonatu5&.crumb=PBS/2k/8AE9

http://rds.yahoo.com/_ylt=A2KJkexL8aZNQBIAcjyJzbkF;_ylu=X3oDMTBpdnJhMHUzBHBvcwMxBHNlYwNzcgR2dGlkAw--/SIG=1kl02ss0p/EXP=1302815179/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=Hewlett+packard&ei=utf-8&fr=yfp-t-701&w=900&h=569&imgurl=www.thenewnewinternet.com/wp-content/uploads/2010/09/Hewlett-Packard.jpg&rurl=http://www.thenewnewinternet.com/2010/09/13/hp-to-expand-cybersecurity-offerings-with-acquisition-of-arcsight/&size=50KB&name=Hewlett-Packard&p=Hewlett+packard&oid=dca37efcd667321fcddaaaf94503493a&fr2=&no=1&tt=223&sigr=13e3i88rp&sigi=128dt0o1g&sigb=12ka5d6lj&.crumb=PBS/2k/8AE9


A. Customer Satisfaction B. Customer RetentionC. Customer Loyalty D. Customer Perceived ValueE. Customer Survey



Chapter 4: Conducting Marketing Research and

Forecasting Demand

Megha Behani/ Shy Turingan15th April ’2011


#1: In order to generate primary data, which amongst the following research approaches use concepts and tools from anthropology to understand how people live and work?

A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation

22


The following are various research approaches except:

A. Behavioural Data ResearchB. Demographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation

23


Concept: What are the various research approaches to gather primary data?

Observational Ethnographic Focus Group Survey Behavioral Data Experimentation

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The following are various research approaches except:

A. Behavioural Data ResearchB. Demographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation

25



Ch6: Analyzing Consumer Markets

Roleigh “Rolly” Tuazon/Shy Turingan

15 April 2011


4. What is NOT a personal factor?

A. Life-Cycle Stage B. Personality C. Values D. Only two of the above E. All of the above

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A. Life-Cycle Stage B. Personality C. Values D. Occupation E. Competence

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Personal Factors

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Age

Self-Concept

Lifestyle

Values

Life-Cycle Stage

Occupation

Wealth

Personality

Kotler, Keller. Marketing Management, 13th Edition.

Concept 5:



A. Life-Cycle Stage B. Personality C. Values D. Occupation E. Competence

30



Ch 9: Creating Brand Equity

Soleil Gan/Shy TuringanApril 2011


1. Which of the following is NOT a component of Brand Equity?

A. RelevanceB. EnergyC. EsteemD. IndividualityE. Knowledge

32


1. A component of Brand Equity which measures the degree to which brand is seen as different from the others

A. RelevanceB. EnergyC. IndividualityD. DifferentiationE. Knowledge

33


Individuality is not a component of brand equity, rather it is…

4

BRAND EQUITY

Differentiation

Energy Relevance

Esteem

Knowledge

CALCI-N

Differentiation-measures the degree to which a brand is seen as different from others

Example:Chuckie chocolate milk advertises CALCI-N as an ingredientversus Moo who doesn’t have said ingredient


1. A component of Brand Equity which measures the degree to which brand is seen as different from the others.

A. RelevanceB. EnergyC. IndividualityD. DifferentiationE. Knowledge

35


TOP 10 Questions for

Chapter 10:

Crafting the Brand Positioning

Anna Katrina L. Guray/ Shy Turingan

April 15, 2011http://sheilanorturingan.blogspot.com

1. are associations/benefits that can be shared with other brands.

a. Points-of-Parityb. Points-of-Differencec. Brand Imaged. Brand Concepte. Points-of-Value

37

Question w/ Answer


1. are associations/benefits that can be shared with other brands.

a. Points-of-Parityb. Points-of-Differencec. Points-of-Imaged. Points-of-Concepte. Points-of-Value

38



Chapter 10Crafting the Brand

Positioning

Pearl Hazelle S. Velasco/ Shy Turingan

April 14, 2011


3. The Product Life Cycle is composed of the following except

A. IntroductionB. DeclineC. GrowthD. MaturityE. Development


3. Rapid market acceptance and substantial profit improvement happen on which stage of product life cycle?



The Product Life Cycle has four stages…

42

Introduction – slow sales growth and product is introduced in the market

Growth – rapid market acceptance and substantial profit improvement

Maturity – slowdown in sales growth Decline – sales show a downward drift

and profits erode


The graph shows the PRODUCT LIFE CYCLE.

00.5

11.5

22.5

33.5

Column1

Series 1

43


3. Rapid market acceptance and substantial profit improvement happen on which stage of product life cycle?



TOP 10 Learning Concepts for

Chapter 11:

Dealing with Competition

Lady Charmayne Hao/ Shy TuringanApril 2011


1. Which of the following is true?

a. In threat of segment rivalry, a segment is unattractive if it does not contain numerous, strong, or aggressive competitors.

b. In threat of new entrants, a segment is attractive if entry barriers are low and exit are high.

c. In threat of segment rivalry, a segment is unattractive if there are actual potential substitutes for the product.

d. In threat of new entrants, a segment is attractive if entry barriers are high and exit are low.

e. In threat of segment rivalry, a segment is attractive if it places a limit on prices and profit.

46


1. Barriers to entry include the following, except:

Economies of scale Product Differentiation Capital Requirements Switching Cost Distribution Channel Access Price Sensitivity

47


“Threat of new entrants” refers to the threat existing competitors face upon new competitors

48

Barriers to entry: Economies of scale Product

Differentiation Capital

Requirements Switching Cost Distribution Channel

Access Government PoliciesAttractive if entry barriers are high and exit are low!


1. Barriers to entry include the following, except:

Economies of scale Product Differentiation Capital Requirements Switching Cost Distribution Channel Access Price Sensitivity

49


TOP 10 Learning Questions

Ch 13 Designing and Managing Services

Ronald Patrick G. Wenceslao/Shy Turingan

April 2011


4

4. Which of the following is a characteristic of a service?

A. AdaptabilityB. FlexibilityC. PerishabilityD. None of the aboveE. All of the above


4

4. Which of the following is not a characteristic of a service?

A. AdaptabilityB. FlexibilityC. PerishabilityD. InseparabilityE. Individuality


6

Characteristics of Services

Intangibility

Inseparability

Variability

Perishability


4

4. Which of the following is not a characteristic of a service?

A. AdaptabilityB. FlexibilityC. PerishabilityD. InseparabilityE. Individuality



Ch 14 Developing Pricing Strategies and Programs

Meghann Zaragoza/Shy turinganApril 15, 2011


1. Consumers use PRICE as an indicator of _____________.

A. Product ComparabilityB. Product QuantityC. Product SuperiorityD. Product QualityE. None of the Above

56



A. Product ComparabilityB. Product QuantityC. Product SuperiorityD. Product QualityE. Product Individuality

57


Consumers arrive at Price Perceptions via 4 Key Points

Reference Prices

Price – quality Inferences

Price Endings

Price Cues


Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS

59

From Philip Kotler’s, Marketing

Management, 13th Edition

$20.88 $14.68

400 Tablets

270 Tablets



A. Product ComparabilityB. Product QuantityC. Product SuperiorityD. Product QualityE. Product Individuality

60



Chapter 16 – Managing Retailing, Wholesaling, and

Logistics

Joseph Gabriel N. Morales/ Shy Turingan

April 14, 2011http://sheilanorturingan.blogspot.com

All are part of marketing decisions of retailers except:

A. Target MarketB. PricesC. ServicesD. Store atmosphereE. Store discounts

62

Question 7


Question 7

Product Assortment includes the ff except:

1. Length 2. Breadth3. Depth4. Consistency5. Cost

63


Product Assortment- What products and variety will be

offered?- Broadness & depth of products?

64

Cafeteria

Delicatessen

Small lunch counters

Restaurant

Broad

Narrow

ShallowDeep

Source: Marketing Management 13th Ed by Philip Kotlerhttp://sheilanorturingan.blogspot.com

Product Assortment

- What products and variety will be offered?

- Length (# of products in the product line)- Breadth (# of products company offers)- Depth (Different varieties of product)- Consistency (Rel. bet. Products in their

final destination)

65

Source: Marketing Management 13th Ed by Philip Kotlerhttp://sheilanorturingan.blogspot.com

Question 7

Product Assortment includes the ff except:

1. Length 2. Breadth3. Depth4. Consistency5. Cost

66


Chapter 17 Designing and Managing Integrated Marketing

Yang Zhao/Shy TuringanApril. 2011

TOP 10 Learning Question for


How many models of marketing communication mix?

A. 2B. 4C. 6D. 8E. 10


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

A. AdvertisingB. Sales and PromotionC. Events & ExperienceD. Public relations & PublicityE. Direct Marketing


Marketing Communication mix (8 major models of Communication)

Advertising Any paid form of non-personal and promotion of ideas, goods, or

services by an identified sponsor.

Sales Promotion A variety of short-term incentives to encourage trial or purchase of

a product or service

Events and experience Company-sponsored activities and programs designed to create

daily or special brand-related interactions

Public relations and publicity A program designed to promote or protect a company's image or

its individual products


Marketing Communication mix (8 major models of Communication)

Direct Marketing User of mail, Tel, fax, e-mail, or Internet to communicate directly

with or solicit response or dialogue from specific, customers and prospects.

Interactive Marketing Online activities and programs designed to engaged customers or

prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services

Word- of - Mouth Marketing People-to-people oral, written, or electronic communications that related to

merits or experiences of purchasing or using products or services.

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

purpose of making presentations, answering questions, and procuring orders.


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

A. AdvertisingB. Sales and PromotionC. Events & ExperienceD. Public relations & PublicityE. Direct Marketing



Chapter 18 Managing Mass Communications

Francis Benson C. Hugo/ Shy Turingan

April 14, 2011


7. Which of the following refers to any paid form of nonpersonal presentation & promotion of ideas, goods or services by an identified sponsor ?

A. Sales promotion

B. Advertising

C. Public relations

D. Events and experiences

74


7. Mass Communication uses the following tools except:

A. Public RelationsB. Events & ExperienceC. AdvertisingD. Sales PromotionsE. Sales Communication

75


Public relations - maintaining public image for the business

a. speaking at conferencesb. working with the mediac. employee communication

76

Mass Communications use 4 PEAS tools


Events and experiences- becoming part of relevant

moments

77



Advertising- persuading an audience to purchase or take some action on:

products ideas services

78



Sales promotions- providing incentives to customers

to stimulate immediate salesExamples:

coupons product samples premiums freebies contests rebates

79



7. Mass Communication uses the following tools except:

A. Public RelationsB. Events & ExperienceC. AdvertisingD. Sales PromotionsE. Sales Communication

80



Ch18: Managing Mass Communications

Ira A. Ong/ Shy TuringanApril 2011


1. Which of the 5Ms refers to the evaluation of advertising impact on sales?

A. MoneyB. MissionC. MediaD. MessageE. None of the above


1. 5Ms of Advertising Program includes the ff except:

A. MoneyB. MissionC. MediaD. MeasurementE. Mass Communication


In developing an advertising program, remember 5M’s!

Mission

Money

Message Media

Reference: Philip Kotler’s Marketing Management, 13th edition http://sheilanorturingan.blogspot.com

It helps to answer the following questions…

Mission

Money

Message Media

MeasurementReference: Philip Kotler’s Marketing Management, 13th edition http://sheilanorturingan.blogspot.com

How do we evaluate the results?

Measurement

Sales Impact Communication Impacthttp://sheilanorturingan.blogspot.com

1. 5Ms of Advertising Program includes the ff except:

A. MoneyB. MissionC. MediaD. MeasurementE. Mass Communication



Ch 19: Managing Personal Communications

Caroline P. Quarte/ Shy TuringanApril 2011


1. _____ is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.

Answer

A. Direct communicationsB. Direct sellingC. Direct marketingD. Direct interaction


The following are examples of Direct Marketing except:

Question

A. CatalogB. Direct MailC. TelemarketingD. All of the aboveE. None of the above



Chapter 20 Introducing New Market Offerings

Louie Mark Quizon/ Shy TuringanApril 15, 2011


10. In the characteristics of an innovation, the following statements are true except:

A. Relative advantage is the degree to which a superseded idea is better than the innovation

B. Compatibility is the degree to which the innovation matches the values/norms of adopters

C. Complexity is the degree of difficulty in understanding or using the innovation

D. Divisibility is the degree to which an innovation can be tried on a limited basis

E. Communicability is the degree to which the beneficial results of use are observable or describable to others

92


10. The ff are features of Innovation, except:

A. Relative AdvantageB. CompatibilityC. ComplexityD. DiversityE. Divisibility

93http://sheilanorturingan.blogspot.com

94

What are the Features that Distinguishes an Innovation?

Relative Advantage

Compatibility


95

Innovation = better than the superseded idea

Relative Advantage

Compatibility


96

Harmony between innovation and values/norms of adopters

Relative Advantage

Compatibility


97

Complexity

Divisibility

Gauge of difficulty in understanding/using the innovation


98

Complexity

Divisibility

Tried on a limited basis?


99

Communicability

Beneficial results are observable and describable


10. The ff are features of Innovation, except:

A. Relative AdvantageB. CompatibilityC. ComplexityD. DiversityE. Divisibility

100



Tapping into Global Markets 21

Sandel, Lee Aizabel L./ Shy TuringanApril 14, 2011


102

6. Finnish cellular phone superstar Nokia customized its 6100 series phone for every major market. This is an example of….

A. Straight extensionB. Communication adaptationC. Product adaptationD. Communication extensionE. Product extension


Which of the ff statements is true?

103

Product Innovation alters the products to meet the local conditions or preferences.

Product Adaptation is completely creating a new product for the foreign market.

Both A & C A only None of the above


Product

International Product and Communication Strategies

104

Develop New Product

AdaptProduct

Do Not ChangeProduct

Dualadaptation

Productadaptation

Productinvention

Do Not ChangeCommunication

Adapt Communication

Straightextension

CommunicationadaptationC

om

mu

nic

ati

on


Product adaptation

105

PRODUCT ADAPTATION- alters the products to meet the local conditions or preferences. Whereas Product Innovation is completely creating a new product for the foreign market.


Which of the ff statements is true?

106

Product Innovation alters the products to meet the local conditions or preferences.

Product Adaptation is completely creating a new product for the foreign market.

Both A & C A only None of the above



Chapter 22: Managing A Holistic Marketing

Organization For The Long Run

Mira Lynn Serrano/ Shy TuringanApril 14, 2011


6. The following are different types of Marketing Control, except:

A. Annual Plan ControlB. Efficiency ControlC. Cost ControlD. Profitability ControlE. Strategic Control

108


6. Marketing Control which is used to examine whether the company is pursuing its best OPPORTUNITIES.


109


110

Different Types of MARKETING CONTROL

• Top management• Middle management

Annual Plan control

• Marketing controllerProfitability control

• Line and Staff management• Marketing controller

Efficiency control

• Top management• Marketing Auditor

Strategic control

To examine whether the PLANNED RESULTS are

being achieved


111



Annual Plan control



Efficiency control


Strategic control

To examine where the company is making and losing MONEY


112



Annual Plan control



Efficiency control


Strategic control

To evaluate and improve the spending efficiency

and impact of marketing EXPENDITURES


113



Annual Plan control



Efficiency control


Strategic control

To examine whether the Company is pursuing its

best OPPORTUNITIES


6. Marketing Control which is used to examine whether the company is pursuing its best OPPORTUNITIES.


114



Setting Product Strategy #28

Ivy Villamor/ Shy TuringanApril 14, 2011


7. Which of the following is false about Packaging?

A. It is the customer’s 1st encounter with the product which could turn buyer on or off.

B. It is designing and producing container for a product.

C. Convey descriptive and persuasive information is a packaging objective.

D. All of the aboveE. None of the above

116


The following are Packaging Objectives, except:

1. Identify the brand2. Convey descriptive and persuasive

information3. Facilitate product transportation and

protection4. Assist at-home storage5. None of the above


Concept 8: Pack, Label, Sold Out!

Packaging – designing and producing container for a product

Physical products needs packaging and labelling

Well designed packages build brand equity and drive sales.

Packaging is customer’s 1st encounter which

could turn buyer on or offhttp://sheilanorturingan.blogspot.com

Concept 8: Pack, Label, Sold Out!

Packaging Objectives Identify the brand Convey descriptive

and persuasive information

Facilitate product transportation and protection

Assist at-home storage

Aid product consumption


The following are Packaging Objectives, except:

1. Identify the brand2. Convey descriptive and persuasive

information3. Facilitate product transportation and

protection4. Assist at-home storage5. None of the above


20 improved questions

Business

customer satisfaction

customer loyalty

customer retentionc

customer surveyhttp

customer perceived valuee

marketing approach

marketing research

product http