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Improving Questions for Kotler’s 22 Chapters
Bohong LiApril 2011
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TOP 10 Learning Questions for
Chapter 1: Defining Marketing for the 21st
Century
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9. Which of the following is not a company orientation:
A. PeopleB. ProductC. MarketingD. ProductionE. Selling
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9. Company Orientation: If Production is to Efficiency, Product Concept is to Quality, and Marketing is to Research, which of the following is TRUE of Selling Concept?
A. Selling Concept is to Selling Push/Action
B. Selling Concept is to PersuasionC. Selling Concept is to Selling EffortD. All of the AboveE. None of the Above
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There are 4 Types of Company Orientations
Production
Marketing
Product
Selling
CompanyOrientations
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Production Concept – customers want products that are available and inexpensive
Production
• Focus is on production efficiency, low cost and mass distribution
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Product Concept – customers want products that offer the highest quality and performance
Product
• Focus is on quality, performance and continuous innovation
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Selling Concept – consumers, if left alone, will not buy
Selling
• Focus is for company to sell what they make
• Applies mostly to unsought goods
• Example: cemetery plots
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Marketing Concept – finding the right products for your customers
Marketing
• Focus is on finding the right products for customers through research
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9. Company Orientation: If Production is to Efficiency, Product Concept is to Quality, and Marketing is to Research, which of the following is TRUE of Selling Concept?
A. Selling Concept is to Selling ActionB. Selling Concept is to PersuasionC. Selling Concept is to Selling EffortD. All of the AboveE. None of the Above
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10 Questions
Chapter 2: Developing Marketing
Strategies and Plans
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3. What part of the core business process that defines building undertanding and trust for new customers
A. Market sensing B. New offering realizationC. Customer acquisitionD. Customer relationship managementE. Fulfillment management
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Core Business Process
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Gathering market intelligence
Market Sensing New-offering realization
Customer acquisition
Customer relationship
management
Fulfillment Management
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Researching, developing & launching a product
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Defining target markets & prospecting for new customers
Core Business Process
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Building deeper understanding, relationship & offerings
Core Business Process
Customer relationship
management
New-offering realization
Customer acquisition
Customer relationship
management
Fulfillment Management
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Receiving & approving orders, shipping goods & collecting payment
A. Core Business Process
Fulfillment Management
New-offering realization
Customer acquisition
Customer relationship
management
Fulfillment Management
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3. What part of the core business process that defines the target markets & prospecting for new customers
A. Market sensing B. New offering realizationC. Customer acquisitionD. Customer relationship managementE. Fulfillment management
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TOP 10 Learning Questions
Ch 3: Gathering Information and Scanning the Environment
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1. Marketing Information System (MIS) consists of the following except:
A. PeopleB. EquipmentC. InformationD. ProceduresE. All of the above
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A. People, Systems, and Company Policies
B. People, Assets, and ProcessesC. People, Equipment, and
ProceduresD. People, Infrastructure, and
Policies E. All of the above
A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers
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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.
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A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers
A. People, Systems, and Company Policies
B. People, Assets, and ProcessesC. People, Equipment, and
ProceduresD. People, Infrastructure, and
Policies E. All of the above
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TOP 10 Learning Questions for
Chapter 4: Conducting Marketing Research and
Forecasting Demand
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#1: In order to generate primary data, which amongst the following research approaches use concepts, tools, behavior and culture to understand how people live and work?
A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation
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Concept: What are the various research approaches to gather primary data?
Observational Ethnographic Focus Group Survey Behavioral Data Experimentation
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Ethnographic Research: Uses concepts and tools from anthropology and other discipline
To provide deep understanding of how people live and work
Different ethnic group has different wedding cap. So,researchers help to design customized products
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#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
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TOP 10 Learning Questions for
Creating Customer Value, Satisfaction & Loyalty and Ch 5
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3. It is the feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.
A. Customer SatisfactionB. Customer LoyaltyC. Customer Perceived ValueD. Customer Retention E. Customer Survey
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If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of:
A. Customer Perceived ValueB. Customer SatisfactionC. Customer DissonanceD. Customer Retention E. Customer Regret
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Customer Satisfaction
The feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.
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Characteristics of Highly Satisfied customers
Stays loyal longer
Buys more
Upgrades existing product
Talks favorably
to others
Pay less attention to competing brands
Less sensitive to price Offers product and
service idea
Source: Marketing Management 13th Edition by Philip Kotler
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If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of:
A. Customer Perceived ValueB. Customer SatisfactionC. Customer DissonanceD. Customer Retention E. Customer Regret
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Top 10 Learning Questions for Chapter 06 :
Analyzing Consumer Markets
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4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves.
A. Self EsteemB. Self ConceptC. LifestyleD. Life Cycle StageE. Personality
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4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves.
A. Self EsteemB. Self ConceptC. Self EvaluationD. Self ImageE. Self Mastery
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Concept # 4Personal Factors
Age
Self Concept
Lifestyle
Values
Life Cycle Stage
Occupation
Wealth
Personality
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4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves.
A. Self EsteemB. Self EvaluationC. Self ConceptD. Self ImageE. Self Mastery
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TOP 10 Learning Questions for
Ch7: Analyzing Business Markets
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1. The following are not the characteristics that distinguishes business market from consumer market:
A. Ethnocentrically concentrated buyersB. Demographically centered buyersC. Geographically concentrated buyersD. Denominationally concentrated buyersE. Influentially concentrated buyers
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1. The following are not the characteristics that distinguishes business market from consumer market:
A. Ethnocentrically concentrated buyersB. Demographically centered buyersC. Geographically concentrated buyersD. Denominationally concentrated buyersE. Influentially concentrated buyers
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TOP 10 Learning Questions for
Chapter 8Identifying Market Segments
&Targets
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5. Which of the ff statements is true:
A. The key to consumer market segmentation is recognizing customer differences.
B. Behavioral segmentation divides buyers based on traits, values or lifestyle.
C. Psychographic variables include religion, education, race and social class.
D. Demographic variables are seldom associated with consumer needs and wants.
E. All of the above
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The key to consumer market segmentation is:
A. Understanding customer behaviorB. Recognizing customer differencesC. Identifying customer segmentsD. Defeating competition with mass marketersE. Implementing niche marketing
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Bases for segmenting consumer markets:
Geographic
by continent
by country
by region
Psychographic
lifestyle activities
by cities
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The key to consumer market segmentation is:
A. Understanding customer behaviorB. Recognizing customer differencesC. Identifying customer segmentsD. Defeating competition with mass marketersE. Implementing niche marketing
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TOP 10 Learning Questions for
Ch 9: Creating Brand Equity
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Which of the following is not a role on a brand portfolio?
A. Cash CowsB. FlankersC. Low-End Entry LevelD. Niche MarketerE. High-End Prestige
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8. All of which are roles of a brand portfolio except _______________?
A. Cash CowsB. FlankersC. Low-End Entry LevelD. Niche MarketerE. High-End Prestige
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Brand Roles on a Brand PortfolioWhat brand type is the product?
From Philip Kotler’s, Marketing Management, 13th ed.
FLANKERS
CASH COWS
LOW-ENDENTRY LEVEL
HIGH-ENDPRESTIGE
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Niche is a type of market segmentation, not a role on a brand portfolio
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
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8. All of which are roles of a brand portfolio except _______________?
A. Cash CowsB. FlankersC. Low-End Entry LevelD. Niche MarketerE. High-End Prestige
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TOP 10 Questions for
Chapter 10:
Crafting the Brand Positioning
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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
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________are associations that are not necessarily unique to the brand but may be shared with other brands.
a. Points-of-Differenceb. Points-of-Positioningc. Points-of-Parityd. Points-of-Associationse. Points-of-Value
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POPs are POINTS-OF-PARITY
Concept 1: POPs
+ =
= + +
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________are associations that are not necessarily unique to the brand but may be shared with other brands.
a. Points-of-Differenceb. Points-of-Positioningc. Points-of-Parityd. Points-of-Associationse. Points-of-Value
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TOP 10 Learning Concepts for
Chapter 11:
Dealing with Competition
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2. The percentage of customers whose company’s product they prefer to buy pertains to _____.
a. Share of mindb. Share of heartc. Share of marketd. Both a and ce. Both b and c
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2. The percentage of customers whose company’s product they prefer to buy pertains to _____.
a. Share of mind b. Share of heart c. Share of walletd. Share of markete. None of the above
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What to consider on competitor analysis?
Variables
Share of mindShare of heart
Share of market
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“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!”
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2. The percentage of customers whose company’s product they prefer to buy pertains to _____.
a. Share of mind b. Share of heart c. Share of walletd. Share of markete. None of the above
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TOP 10 Learning Questions for
CH 12 Setting Product Strategy
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2. Which of the items below is a basic component of an attractive market offering to customers?
A. Product line Up-Market StretchB. Services Mixes & QualityC. Core benefitD. Percentage contribution to Sales and
ProfitsE. All of the above
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Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________.
A. Process Efficiency & QualityB. Operational Efficiency & QualityC. Product Excellence & QualityD. Customer Experience & QualityE. Value-Based Prices
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Concept 1: WOW Customer by Satisfying the 3 Components of Market Offering…
Value-based prices
Attractiveness of the
Market Offering
Product Features & Quality
Services Mix & Quality
Customers always judge market offering on three basic elements
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Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________.
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A. Process Efficiency & QualityB. Operational Efficiency & QualityC. Product Excellence & QualityD. Customer Experience & QualityE. Value-Based Prices
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TOP 10 Learning Questions for
Ch 13 Designing and Managing Services
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7. Service companies are encourage to have _________ to manage the “demand” for its services:
A. Shared servicesB. Part-time employeesC. Increase consumer participationD. Reservation systemsE. Facilities for future expansion
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7. Service companies are encourage to have _________ to manage the “demand” for its services:
A. Shared servicesB. Peak-time efficiencyC. Part-time employeesD. Reservation systemsE. Facilities for future expansion
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Matching Demand and Supply
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
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7. Service companies are encourage to have _________ to manage the “demand” for its services:
A. Shared servicesB. Peak-time efficiencyC. Part-time employeesD. Reservation systemsE. Facilities for future expansion
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TOP 10 Learning Questions for
Ch 14 Developing Pricing Strategies and Programs
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5. Which of the following is NOT a goal of companies in positioning their market offering?
A. Greatest Market ShareB. Product-quality LeadershipC. Largest Market SkimmingD. Product-price LeadershipE. Maximum Current Profit
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Included in the 5 major pricing objectives are:
A. Maximum Market Share & Maximum Current Profit
B. Survival and Product-Quality Leadership
C. Partial Cost Recovery and Maximum Market Skimming
D. Survival and Product-Quality Leadership
E. All of the above
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Setting PriceSTEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING
From Philip Kotler’s, Marketing Management, 13th Edition
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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
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Included in the 5 major pricing objectives are:
A. Maximum Market Share & Maximum Current Profit
B. Survival and Product-Quality Leadership
C. Partial Cost Recovery and Maximum Market Skimming
D. Survival and Product-Quality Leadership
E. All of the above
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TOP 10 Learning Questions for
Chapter 15: Designing and Managing Integrated Marketing Channels
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3. Identify the one phrase which does not pertain to channel member functions
A. Gathering of InformationB. Develop and disseminate persuasive communicationC. Reach agreements on price and termsD. Budgeting and PlanningE. Assume risksF. Provide for storageG. Provide for buyers payment of billsH. Oversee actual transfer of ownership
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3. Identify the one phrase which does not pertain to channel member functions
A. Developing and Disseminating Persuasive Communication
B. Budgeting and PlanningC. Assuming RisksD. Providing for StorageE. None of the Above
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3. Identify the one phrase which does not pertain to channel member functions
A. Developing and Disseminating Persuasive Communication
B. Budgeting and PlanningC. Assuming RisksD. Providing for StorageE. None of the Above
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Chapter 16: Managing Retailing, Wholesaling, and
Logistics
TOP 10 Learning Questions for
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The following are part of Wholesaling Functions, except:
A. Selling and PromotingB. Bulk BreakingC. Management Services & CounselingD. Buying and assortment buildingE. Cost Bearing
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The following are part of Wholesaling Functions, except:
A. Selling and PromotingB. Bulk BreakingC. Management Services & CounselingD. Buying and assortment buildingE. Profit Bearing
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Wholesaling functions are…
Selling and Promoting Buying and assortment building
Bulk Breaking
Source: Marketing Management 13th Ed by Philip Kotler
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Wholesaling functions are… (cont’d)
Source: Marketing Management 13th Ed by Philip Kotler
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Wholesaling functions are… (cont’d)
Source: Marketing Management 13th Ed by Philip Kotler
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The following are part of Wholesaling Functions, except:
A. Selling and PromotingB. Bulk BreakingC. Management Services & CounselingD. Buying and assortment buildingE. Profit Bearing
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TOP 10 Learning Questions for
Ch 17: Designing and Managing Integrated Marketing
Communication
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7. Which is not an example of challenges in developing global communications program
Alcoholic beverages cannot be advertised or sold in Muslim countries.
In some countries no Ads may be directed at children under 12
Comparative ads are common in some countries but is illegal in other countries.
Water is more expensive than oil in the middle eastern countries.
Restrictions to tobacco products in most countries
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7. Which is not an example of challenges in developing global communications program?
Alcoholic Beverages cannot be advertised or sold in Muslim countries.
In some countries, no Ads may be directed to Children under 12 years of age.
Comparative Ads are common in some countries but is illegal in other countries.
Restrictions to tobacco products and its advertisement in most countries.
None of the Above
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Multinational companies wrestle with challenges in developing global communications program.
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Many products are restricted or forbidden in certain parts of the world.
ProductAlcoholic beverages cannot be advertised or sold in Muslim countries.
Tobacco Products restrictions
Market SegmentIn some countries (Norway and sweden) no ads can be directed at children under 12.
StyleComparative ads are common in Us and Brazil and India.l
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7. Which is not an example of challenges in developing global communications program?
Alcoholic Beverages cannot be advertised or sold in Muslim countries.
In some countries, no Ads may be directed to Children under 12 years of age.
Comparative Ads are common in some countries but is illegal in other countries.
Restrictions to tobacco products and its advertisement in most countries.
None of the Above
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TOP 10 Learning Questions for
Chapter 18 Managing Mass Communications
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3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products?
A. Informative advertisingB. Persuasive advertisingC. Reminder advertisingD. Reinforcement advertisingE. None of the above
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The advertisement of Biogesic below is an example of what advertising objective?
A. Informative advertisingB. Persuasive advertising C. Reminder advertisingD. Reinforcement advertisingE. None of the above
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Classification of advertising objectives according to their aim:
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Classification of advertising objectives according to their aim:
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The advertisement of Biogesic below is an example of what advertising objective?
A. Informative advertisingB. Persuasive advertising C. Reminder advertisingD. Reinforcement advertisingE. None of the above
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TOP 10 Learning Questions for
Ch 19: Managing Personal Communications
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5. In constructing an effective direct-mail campaign, marketers should establish objectives; target the best prospects; offer elements; test elements; and _________.
A. Make sure that success is nearB. Make sure that success is easyC. Make sure that success is
measurableD. Make sure that success is simple
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5. In constructing an effective direct-mail campaign, marketers should establish objectives; target the best prospects; offer elements; test elements; and _________.
A. Make sure that success is tangibleB. Make sure that success is feasibleC. Make sure that success is measurableD. Make sure that success is possibleE. None of the Above
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To Have an Effective Direct Mail Campaign:
The objectives should be established Target the best prospects Develop a catchy brand element
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You want to be able to measure your success and you want to track your results.
Test elements Proper execution Make sure that success is measurable
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5. In constructing an effective direct-mail campaign, marketers should establish objectives; target the best prospects; offer elements; test elements; and _________.
A. Make sure that success is tangibleB. Make sure that success is feasibleC. Make sure that success is measurableD. Make sure that success is possibleE. None of the Above
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TOP 10 Learning Questions for
Chapter 20 Introducing New Market Offerings
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7. ________ is an individual’s decision to become a regular user of the product
A. AwarenessB. InterestC. EvaluationD. TrialE. Adoption
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7. ________ is an individual’s decision to become a regular user of the product
A. AwarenessB. AssimilationC. AdaptionD. AdoptionE. Acceptance
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How does a Consumer Adopt to a New Product and Service?
Awareness
Interest
Evaluation
TrialAdoption
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Awareness
Interest
Evaluation
TrialAdoption
The consumer becomes aware of the innovation but lacks information about it
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The consumer is stimulated to seek information about the innovation
Awareness
Interest
Evaluation
TrialAdoption
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The consumer considers whether to try the innovation
Awareness
Interest
Evaluation
TrialAdoption
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The consumer tries the innovation to improve his or her estimate of its value
Awareness
Interest
Evaluation
TrialAdoption
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The consumer decides to make full and regular use of the innovation
Awareness
Interest
Evaluation
TrialAdoption
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Example: Juan’s adoption of Mang Inasal
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Example: Juan’s adoption of Mang Inasal
Awareness
Interest
Evaluation
TrialAdoption
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Juan becomes aware of this new restaurant that serves Chicken Inasal at a low price…
Awareness
Interest
Evaluation
TrialAdoption
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The low price and the unlimited rice intrigues him to seek more information…
Awareness
Interest
Evaluation
TrialAdoption
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He contemplates on whether he will try the product…
Awareness
Interest
Evaluation
TrialAdoption
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He tries the product to feed his curiousness…
Awareness
Interest
Evaluation
TrialAdoption
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Juan likes Mang Inasal very much! He then decides to go there every Friday.
Awareness
Interest
Evaluation
TrialAdoption
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7. ________ is an individual’s decision to become a regular user of the product
A. AwarenessB. AssimilationC. AdaptionD. AdoptionE. Acceptance
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TOP 10 Learning Questions for
Chapter 21 Tapping into Global Markets
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4. _________ consist of creating something new, where products are made specifically for a certain foreign market.
A. Product DiscoveryB. Product InventionC. Product ImprovementD. Product AdaptationE. None of the above
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4. _________ consist of creating something new, where products are made specifically for a certain foreign market.
A. Product DiscoveryB. Product InventionC. Product ConceptualizationD. Product Market Testing E. Product Integration
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International Product and Communication Strategies
Product
Develop New Product
AdaptProduct
Do Not ChangeProduct
Dualadaptation
Productadaptation
Productinvention
Do Not ChangeCommunication
Adapt Communication
Straightextension
CommunicationadaptationC
om
mu
nic
ati
on
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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.
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4. _________ consist of creating something new, where products are made specifically for a certain foreign market.
A. Product DiscoveryB. Product InventionC. Product ConceptualizationD. Product Market Testing E. Product Integration
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TOP 10 Learning Questions for
Chapter 22: Managing A Holistic Marketing Organization For The
Long Run
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1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ .
A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity
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What is the most common form of marketing organization, one that ensures administrative simplicity?
A. Geographic OrganizationB. Market-Management OrganizationC. Brand-Management OrganizationD. Creative OrganizationE. Functional Organization
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FUNCTIONAL ORGANIZATION
is the most COMMON form of
Marketing organization and for
Administrative SIMPLICITY
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Effective Internal Marketing using
FUNCTIONAL ORGANIZATIONMarketing Vice President
Marketing administration
manager
Advertising and sales promotion manager Sales manager
New-products manager
Consists of FINGERS
as Specialists or
Managers with
different Functions
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What is the most common form of marketing organization, one that ensures administrative simplicity?
A. Geographic OrganizationB. Market-Management OrganizationC. Brand-Management OrganizationD. Creative OrganizationE. Functional Organization
Improved Question
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Improving Questions for Kotler’s 22 Chapters
Bohong LiApril 2011