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TOP 10 Learning Questions for

Chapter 1: 21st Century Marketing

Paul AbiganDecember 15, 2011

Chapter 1 21st Century Marketing Abigan


1. Which is most difficult to market?

A. EventsB. IdeasC. ServicesD. ExperiencesE. Healthcare

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1. In the following choices, which is the most difficult to market?


3


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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http://krugman.blogs.nytimes.com/2009/07/25/why-markets-cant-cure-healthcare/


1. Which is most difficult to market?


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1. In the following choices, which is the most difficult to market?


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Top 10 Questions

Chapter 2 Marketing Management

Catherine AnsayDecember 15, 2011

Chapter 2 Marketing Management, Kotler 14th ed


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


2. In Marketing, the _________ specifies themarketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.



Tactical Marketing Plan


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


2. _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.



2. In Marketing, the _________ specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.


www.catansay.blogspot.comwww.danielberroya.blogspot.com


Chapter 3 : Gathering Information and Scanning the Environment

Nyel BerroyaDecember 15, 2011


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

www.danielberroya.blogspot.com


3. The environment ,which shapes the beliefs, values and norms that largely define consumer tastes and preferences, is called __________.




Social – Cultural Environment…


Views of themselves

Views of others

Views of organization

Views of society

Views of nature

Views of universe


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.



3. A _________environment which shapes the beliefs, values and norms that largely define consumer tastes and preferences.




3. The environment ,which shapes the beliefs, values and norms that largely define consumer tastes and preferences, is called __________.





Chapter 4: Conducting Marketing Research and

Forecasting Demand

Ma Alexandria BulaonDecember 16, 2011


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

http://www.alexbulaon.com/


4. What is the first step in marketing research process?






The Marketing Research Process

Define the problemDevelop research planCollect information

Analyze informationPresent findings

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Make Decision

http://www.alexbulaon.com



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




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.

http://www.alexbulaon.com



4. The first step in the marketing research process is _____.






4. What is the first step in marketing research process?







Chapter 6: Analyzing Consumer Markets

Jem CaraigDecember 16, 2011

For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria

http://jemcaraig.blogspot.com

http://jemcaraig.blogspot.com/


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



5. Which of the three factors exert the broadest and deepest influence on consumer behavior?





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.



www.catansay.blogspot.com 4

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




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




5. Which of the three factors exert the broadest and deepest influence on consumer behavior?





Top 10 Questions for

(Chapter #7)

Marika ChavezDecember 15, 2011


http://marikachavez.blogspot.com/



6. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives

A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers




6. _______ are people who define specifications and provide information for evaluating alternatives in the buying center.





The Buying Center

Initiators

Users

Influencers

Deciders

Approvers

Buyers

Gatekeepers




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.




6. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives





6. _______ are people who define specifications and provide information for evaluating alternatives in the buying center.






(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


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


7. A more narrowly defined customer group seeking a distinctive mix of benefits is called _____.




Four Levels of Micromarketing

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Segments

Local Areas

Niches

Individuals

http://nailah08.blogspot.com


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

http://nailah08.blogspot.com


7. A ______ is a more narrowly defined customer group

seeking a distinctive mix of benefits.




7. A more narrowly defined customer group seeking a distinctive mix of benefits is called _____.




Top 10 Learning Questions for

Chapter 9Creating Brand Equity

Roche DelutaDecember 15, 2011

V56 Marketing Class ofProf. Remigio Joseph De Ungria


http://www.slideshare.net/rochedeluta


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.


A. Resonance

B. Performance

C. Imagery

D. Feelings

E. Judgment


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.


A. Resonance

B. Performance

C. Imagery

D. Feelings

E. Judgment


Brand Resonance Pyramid


SALIENCE

PERFORMANCE IMAGERY

FEELINGSJUDGMENTS

RESONANCE




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




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


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.


A. Resonance

B. Performance

C. Imagery

D. Feelings

E. Judgment


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.


A. Resonance

B. Performance

C. Imagery

D. Feelings

E. Judgment


Top 10 Learning Questions for

Chapter 9Creating Brand Equity

Roche DelutaDecember 15, 2011

V56 Marketing Class ofProf. Remigio Joseph De Ungria




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.



9. In the following statements, which statement can best describe a Brand?






www.catansay.blogspot.comhttp://www.slideshare.net/rochedeluta

NAME SYMBOL

COMBINATION

TERM

SIGN

DESIGN

The American Marketing Association defines brand as


The American Marketing Association defines brand as


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




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



Which of the following statement can be best described a Brand?


9. In the following statements, which statement can best describe a Brand?






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Business

tactical marketing plan

century marketing abigan

nature views of

views of nature

views of othersviews

product features

research planb

naturelover views