Seatwork: Consolidated Questions for Chapters 1-9 (except chapter 5)

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Seatwork: Consolidated Questionsfor

Chapters 1 - 9

Roche DelutaDecember 30, 2011

V56 Marketing Class ofProf. Remigio Joseph De UngriaMarketing Management, Kotler 14th ed

http://www.slideshare.net/rochedeluta


TOP 10 Learning Questions for

(Chapter #1)

Paul AbiganDecember 15, 2011

Chapter 1 21st Century Marketing, Abigan


Chapter 1: Q5. Which among the 5 needs refer to ‘customers expecting good service from the dealer/provider’?

A. Stated NeedsB. Real NeedsC. Unstated NeedsD. Delight NeedsE. Secret Needs

3


Chapter 1: Q5. Among the 5 types of Needs, which needs refer to customers expecting good service from the dealer/provider’?


4http://www.slideshare.net/rochedeluta

IMPROVED QUESTION


The 5 types of needs:

• Stated Needs – refer to needs that the customer wants (customer wants an inexpensive car)

• Real Needs – refers to the objective (customer wants a car whose operating cost, not its initial price, is low.)

• Unstated Needs – refers to expectations (Customer expects good service from the dealer)

• Delight Needs – refers to something extra to make them happier (customer wants GPS system with the car)

• Secret Needs- refers to boosting self esteem (customer wants his friends to see him as a savvy customer)

5


Maslow’s Hierarchy of Needs

5 types of needs cater to different categories within Maslow’s Hierarchy of needs

6



7

Chapter 1: Q5. Which among the 5 needs refer to ‘customers expecting good service from the dealer/provider’?




IMPROVED QUESTION/ANSWER

Chapter 1: Q5. Among the 5 types of Needs, which needs refer to customers expecting good service from the dealer/provider’?

roche


Top 10 Questions

(Chapter #2)

Catherine AnsayDecember 15, 2011

Chapter 2 Marketing Management, Kotler 14th ed


Chapter 2: Q10. The following define the major competitive spheres within which the company will operate except ______.

a) Industryb) Product and applicationsc) Market Segmentd) All of the Abovee) None of the Above


Chapter 2: Q10. A competitive sphere that determine the type of market or customer that a company serves.

a) Industryb) Product and applicationsc) Market Segmentd) Verticale) Geographical


IMPROVED QUESTION


10. Competitive Spheres

• Industry • Products and applications• Competence • Market segment • Vertical • Geographical


10. Competitive Spheres

Industry – companies operate in only one industryProducts and applications – firms define the

range of products and applications they supplyCompetence – firms identify the range of

technological and other core competencies they master and leverage

Market segment – type of market or customers companies serve

Vertical – number of channel levels from raw materials to final product distribution

Geographical – range of regions, countries or country groups in which companies operate


a) Industryb) Product and applicationsc) Market Segmentd) All of the abovee) None of the above

Chapter 2: Q10. The following define the major competitive spheres within which the company will operate except ______.


Chapter 2: Q10. A competitive sphere that determines the type of market or customer that a company serves.

a) Industryb) Product and applicationsc) Market Segmentd) Verticale) Geographical


IMPROVED QUESTION / ANSWER


www.danielberroya.blogspot.com


Chapter 3 : Gathering Information and Scanning the Environment

Nyel BerroyaDecember 15, 2011


Chapter 3: Q3. Which one is not included in the steps of improving marketing intelligence system?

A. Motivate channel members to share intelligence.

B. Purchase informationC. Collect customer feedbackD. Network externallyE. None of the Above



Chapter 3: Q3. Which one is the third step to improve marketing intelligence system?


B. Purchase informationC. Collect customer feedbackD. Network externallyE. Utilize government data resources

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IMPROVED QUESTION


Steps to improved Marketing Intelligence

> Train sales force to scan for new developments.> motivate channel members to share intelligence.

>network externally >utilize a customer advisory panel

>utilize gov’t data resources > purchase information

> collect customer feedback



A non-stop learning process and improvement to have an effective marketing intelligence…

> Train sales force to scan for new developments.> motivate channel members to share intelligence.

>network externally >utilize a customer advisory panel

>utilize gov’t data resources > purchase information

> collect customer feedback




B. Purchase informationC. Collect customer feedbackD. Network externallyE. None of the Above


Chapter 3: Q3. Which one is not included in the steps of improving marketing intelligence system?


Chapter 3: Q3. Which one is the third step to improve marketing intelligence system?


B. Purchase informationC. Collect customer feedbackD. Network externallyE. Utilize government data resources

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IMPROVED QUESTION


TOP 10 Learning Questions forCh 4: Conducting

Marketing Research and Forecasting Demand

Ma Alexandria BulaonDecember 16, 2011


Chapter 4: Q2. Potential market, available market, target market, and penetrated market are measures of _________.

A. Market demandB. Market supplyC. Market groupD. Market sizeE. Market research

24


Chapter 4: Q2. In market demand measures, ____________ determines the set of consumers who express an interest in the product.

A. Potential marketB. Available marketC. Target marketD. Penetrated marketE. None of the above


IMPROVED QUESTION


The Measures of Market Demand

26


Market Demand

- Market demand is the total amount of purchases of a product within a specified demographic.


Market Demand

• Potential Market- set of consumers who express an interest

• Available Market - potential plus income and access• Target Market– market the firm decides to pursue • Penetrated Market- consumers who are buying

product


A. Market demandB. Market supplyC. Market groupD. Market sizeE. Market research

29

Chapter 4: Q2. Potential market, available market, target market, and penetrated market are measures of _________.


Chapter 4: Q2. In market demand measures, ____________ determines the set of consumers who express an interest in the product.


IMPROVED QUESTION / NEW ANSWER

A. Potential marketB. Available marketC. Target marketD. Penetrated marketE. None of the above



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


Chapter 6: Q9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?

A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior

32http://jemcaraig.blogspot.com


Chapter 6: Q9. In purchasing iPhone 4S, buyers become receptive to information about it. They are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?


33http://jemcaraig.blogspot.comhttp://www.slideshare.net/rochedeluta

IMPROVED QUESTION


Buying Decision Process

29

Problem RecognitionProblem Recognition

Information SearchInformation Search

Evaluation of AlternativesEvaluation of Alternatives

Purchase DecisionPurchase Decision

Postpurchase BehaviorPostpurchase Behavior

http://jemcaraig.blogspot.com



Problem Recognition - The buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli.

Information Search - At this level a person simply becomes more receptive to information about a product. At the next level, the person may enter an active information search: looking for reading material, phoning friends, going online, and visiting stores to learn about the product.

Evaluation of Alternatives - Consumers will pay the most attention to attributes that deliver the sought-after benefits. We can often segment the market for a product according to attributes important to different consumer groups.




Purchase Decision - In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to buy the most preferred brand.

Postpurchase Behavior - After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features or hearing favorable things about other brands and will be alert to information that supports his or her decision.





Chapter 6: Q9. iPhone 4S has been recently launched by local telecommunications companies. Consumers are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?


Chapter 6: Q9. In purchasing iPhone 4S, buyers become receptive to information about it. They are now looking for reading materials, phoning friends, going online, and visiting stores to learn about the product. This is an example of what stage of the Buying Decision Process?


38http://jemcaraig.blogspot.comhttp://www.slideshare.net/rochedeluta

IMPROVED QUESTION



Chapter 6Analyzing Consumer

Markets

Valderas, Cristina KrastleDecember 15, 2011


Chapter 6: Q6. Self – development and realization is an example of:

a. Maslow’s Hierarchy of Needsb. Freud’s Theoryc. Herzberg’s Theoryd. Purchase Decisione. Selective Attention


Chapter 6: Q6. In motivation theory, self-actualization is the highest needs among what theory?

a. Maslow’s Hierarchy of Needsb. Freud’s Theoryc. Herzberg’s Theoryd. Theory XYe. None of the above


IMPROVED QUESTION


Theory of Motivation

Freud’s Theory

Behavior is guided by

subconscious

motivations.

Maslow’s Hierarchy of Needs

Behavior is driven by lowest,

unmet need

Herzberg’s Tow-Factor

Theory

Behavior is guided by motivating

and hygiene factors


Self actualization needs is the highest among Maslow’s Hierarchy of Needs. His theory explains people will satisfy their basic needs before moving to the next – important need.


Chapter 6: Q6. Self – development and realization is an example of:

a. Maslow’s Hierarchy of Needsb. Freud’s Theoryc. Herzberg’s Theoryd. Purchase Decisione. Selective Attention


Chapter 6: Q6. In motivation theory, self-actualization is the highest needs among what theory?

a. Maslow’s Hierarchy of Needsb. Freud’s Theoryc. Herzberg’s Theoryd. Theory XYe. None of the above




Top 10 Questions for

(Chapter #7)

Marika ChavezDecember 15, 2011



Chapter 7: Q3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives

A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers


Chapter 7: Q3. In the Buying Center, these are buying people who help define specifications and provide information for evaluating alternatives.



IMPROVED QUESTION


3. The Buying Center

InitiatorsInitiators

UsersUsers

InfluencersInfluencers

DecidersDeciders

ApproversApprovers

BuyersBuyers

GatekeepersGatekeepers


3. 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 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.



Chapter 7: Q3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives


Chapter 7: Q3. In the Buying Center, these are buying people who help define specifications and provide information for evaluating alternatives.





TOP 10 Learning Questions for(Chapter 8- Identifying Market Segments and

Targets)

Nailah P. CristobalDecember 16, 2011

Marketing Management Class of Prof. Remigio Joseph De Ungria

http://nailah08.blogspot.comColorful Me


A. SegmentB. Local AreaC. PlaceD. NicheE. Individual

54http://nailah08.blogspot.com

Chapter 8: Q1. A ________ is a more narrowly defined customer group seeking a distinctive mix of benefits.




Chapter 8: Q1. In micromarketing, ___________ is a more narrowly defined customer group seeking a distinctive mix of benefits.


IMPROVED QUESTION


Four Levels of Micromarketing

56

Segments

Local Areas

Niches

Individuals

http://nailah08.blogspot.com


What does an attractive niche look like?

57

• fairly small but has size, profit, and growth potential

• unlikely to attract many other competitors

• gains certain economies through specialization

http://nailah08.blogspot.com




Chapter 8: Q1. A ________ is a more narrowly defined customer group seeking a distinctive mix of benefits.




Chapter 8: Q1. In micromarketing, ___________ is a more narrowly defined customer group seeking a distinctive mix of benefits.




Top 10 Learning Questions for

Chapter 9Creating Brand Equity


V56 Marketing Class ofProf. Remigio Joseph De Ungria




Chapter 9: Q2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?

A. Energy, Relevance and KnowledgeB. Energy, Relevance and EsteemC. Differentiation, Energy and EsteemD. Differentiation, Energy and Relevance E. Differentiation, Esteem and Knowledge



Chapter 9: Q2. Which of the following is the correct combination of three pillars of brand equity that determine the energized brand strength?



IMPROVED QUESTION


Chapter 9:Q2. Brand Asset Valuator determines the five key

pillars of brand equity


Energy

Differentiation

Relevance

Esteem Knowledge

Energized Brand Strength Brand Stature

Measures the degree to which a

brand is seen as

different from others

Measures the brand’s

sense of momentum

Measures the breadthof a brand’s

appeal

Measures how well the

brand is regarded

and respected

Measures How familiar and intimate consumers

are with the brand




Chapter 9: Q2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?


Chapter 9: Q2. Which of the following is the correct combination of three pillars of brand equity that determine the energized brand strength?





Seatwork: Consolidated Questionsfor

Chapters 1 - 9


V56 Marketing Class ofProf. Remigio Joseph De UngriaMarketing Management, Kotler 14th ed


Seatwork: Consolidated Questions for Chapters 1-9 (except chapter 5)

Business

types of needs

car secret needs

dealer delight needs

maslows hierarchy of

inexpensive car real

questions chapter

questionanswer chapter

good service