improved questions for kotler's 22 chapters
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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
4. Value is the sum of customers’
perceived _______ and _______.
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
4. Value is the sum of customers’
perceived _______ and _______.
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
D. Market intelligence
E. None of the above
16/73www.stevenandrada.blogspot.com
Improved Question
Levels of a Marketing Plan
11/73www.stevenandrada.blogspot.com
Strategic
Tactical
Concept
Strategic Level
12/73www.stevenandrada.blogspot.com
Target Marketing decisions
Value Preposition
Analysis of marketing opportunities
It's the content of your marketing
message.
Question 2:Concept
Examples
13/73www.stevenandrada.blogspot.com
•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
14/73www.stevenandrada.blogspot.com
Product Features
Promotion
Merchandising
Pricing
Sales channels
Service
Question 2:Concept
Examples
15/73www.stevenandrada.blogspot.com
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
D. Market intelligence
E. None of the above
16/73www.stevenandrada.blogspot.com
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:
17http://kavellana.blogspot.com
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)
18http://kavellana.blogspot.com
•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:
19http://kavellana.blogspot.com
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
TOP 10 Learning Questions for
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
E. None of the above
21
#4: ____is the part of qualified available
market the company decides to pursue
A. Potential market
B. Available market
C. Target market
D. Penetrated market
E. None of the above
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
D. Penetrated market
E. None of the above
28
Improved Answer
TOP 10 Learning Questions for
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
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. Customer Service
C. Customer Perceived Quality Product
D. Customer Perceived Value
E. None of the above
http://joansoliven.blogspot.com/
Improved Question
Customer Perceived Value
Difference between what the customer gets and what he or she gives for different possible choices.
http://joansoliven.blogspot.com/
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
1. Difference between what the
customer gets and what he or she
gives for different possible choices.
A. Customer Satisfaction
B. Customer Service
C. Customer Perceived Quality Product
D. Customer Perceived Value
E. None of the above
http://joansoliven.blogspot.com/
Improved Answer
TOP 10 Learning Questions for
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.
http://cabunilasmichelle.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
A. Satisfaction
B. Enthusiasm
C. Relief
D. Melancholy
E. Anxiety
2. A person’s feelings of pleasure or disappointment
that result from comparing a product’s perceived
performance to their expectations.
http://cabunilasmichelle.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
A. Satisfaction
B. Enthusiasm
C. Happiness
D. Amusement
E. Anxiety
Improved Question
Concept 2:
Customer Satisfaction
http://cabunilasmichelle.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations.
Customers
Concept
2. A person’s feelings of pleasure or disappointment
that result from comparing a product’s perceived
performance to their expectations.
http://cabunilasmichelle.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
A. Satisfaction
B. Enthusiasm
C. Happiness
D. Amusement
E. Anxiety
Improved Answer
TOP 10 Learning Questions for
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
1. What three factors influence
consumer behavior?
A. Cultural, Educational, Social
B. Cultural, Racial, Personal
C. Cultural, Personal, Physical
D. Cultural, Social, Personal
E. None of the Above
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:
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
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/
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://rustie27.blogspot.com/
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
http://rustie27.blogspot.com/
Improved Question
Concept # 3
Social Factors
Reference Groups Family
Social Roles Statuses
http://rustie27.blogspot.com/
Concept
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
http://rustie27.blogspot.com/
Improved Answer
TOP 10 Learning Questions
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
Segmenting Consumer Markets?
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
Segmenting Consumer Markets?
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
TOP 10 Learning Questions for
58
2. The following are levels of target
marketing, except?
A. Individual
B. Segment
C. Local
D. Niche
E. Mass
http://sheilanorturingan.blogspot.com
59
2. The following are levels of target
marketing, except?
A. Individual Marketing
B. Segment Marketing
C. Local Marketing
D. Niche Marketing
E. Geographical Marketing
http://sheilanorturingan.blogspot.com
Improved Question
4 Levels of Target Marketing
http://sheilanorturingan.blogspot.com
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
http://sheilanorturingan.blogspot.com
Concept
62
2. The following are levels of target
marketing, except?
A. Individual Marketing
B. Segment Marketing
C. Local Marketing
D. Niche Marketing
E. Geographical Marketing
http://sheilanorturingan.blogspot.com
Improved Answer
TOP 10 Learning Questions for
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
10. Which of the following is not a role
on a brand portfolio?
A. Cash Cows
B. Flankers
C. Low-End Entry Level
D. Customer Equity
E. High-End Prestige
http://taeyangxinyi.blogspot.com42
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
10. Which of the following is not a role
on a brand portfolio?
A. Cash Cows
B. Flankers
C. Low-End Entry Level
D. Customer Equity
E. High-End Prestige
http://taeyangxinyi.blogspot.com42
Improved Answer
TOP 10 Learning Questions for
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
4. The following are Differentiation
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
4. The following are Differentiation
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
http://annaguray06.blogspot.com
4. Which of the following deliverability criteria asks a
question such as “Is the brand profitable and difficult
to attack?” when determining a POD (point-of-
difference)?
a. Distinctiveness
b. Sustainability
c. Communicability
d. Feasibility
e. None of the above
77http://annaguray06.blogspot.com
Improved Question
Company’s Perspective
Concept 4: Deliverability Criteria for PODs
http://annaguray06.blogspot.com
FEASIBILITY
COMMUNICABILITY
SUSTAINABILITY
4. Which of the following deliverability criteria asks a
question such as “Is the brand profitable and difficult
to attack?” when determining a POD (point-of-
difference)?
a. Distinctiveness
b. Sustainability
c. Communicability
d. Feasibility
e. None of the above
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
b. Strategic Implementation
c. Strategic Objective
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
b. Strategic Implementation
c. Strategic Objective
d. Strategic Opponents
e. All of the above
85
Improved Answer
TOP 10 Learning Questions for
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
E. None of the above
87
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. 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
http://www.slideshare.net/ivyvillamor
Concept
Nondurablegoods
Durablegoods
Services
Normally survive many uses
personal selling & service, margin, guarantees
Concept 3: Market Survival Mix of
Different Product Classifications –
Durability/Tangibility
Concept
Nondurablegoods
Durablegoods
Services
QC
Supplier credibility and adaptability
Intangible, inseparable, variable, and perishable
Concept 3: Market Survival Mix of
Different Product Classifications –
Durability/Tangibility
Concept
Nondurablegoods
Durablegoods
Services
Concept 3: Market Survival Mix of
Different Product Classifications –
Durability/Tangibility
http://www.slideshare.net/ivyvillamor
Concept
5. This classification of goods usually
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
TOP 10 Learning Questions
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
TOP 10 Learning Questions for
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.
101meghanngettingthere.blogspot.com
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
102meghanngettingthere.blogspot.com
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.
103meghanngettingthere.blogspot.com
From Philip Kotler’s, Marketing Management,
13th Edition
5. The following are the Major
selecting pricing objective except.
104meghanngettingthere.blogspot.com
A. Survival
B. Maximum market share
C. Maximum marketing skimming
D. Product price sensitivity
E. Product quality leadership
Improved Answer
TOP 10 Learning Questions for
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
107http://annalimedina.blogspot.com
Improved Question
Concept 7:
Channel Management
Decisions
http://annalimedina.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
Selecting Channel Members
Training and MotivatingChannel Members
Evaluating Channel Members
Modifying Channel DesignAnd Arrangements
Concept
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
109http://annalimedina.blogspot.com
Improved Answer
TOP 10 Learning Questions for
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
E. Specialized 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
E. Specialized 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
http://zhaointote.blogspot.com/
1, The following are modes of
communication except.
A. Advertising
B. Sales promotion
C. Word of mouth
D. Personal Selling
E. Brand responses
http://zhaointote.blogspot.com/
Improved Question
Models of Marketing
Communications
Direct marketing
Word of mouth
Advertising
Sales promotio
n
Events and
experiences
PRs & Publicity
Interactive Marketing
Personal Selling
http://zhaointote.blogspot.com/
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
http://zhaointote.blogspot.com/
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
http://zhaointote.blogspot.com/
Improved Answer
TOP 10 Learning Questions for
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
E. None of the above
124http://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. Creative Message and evaluation
B. Creative development and execution
C. Creative Social-responsibility review
D. All of the above
E. None of the above
125http://ph.linkedin.com/in/francisbensoncabehugo
Improved Question
A good ad focuses on 1 or 2 core
selling propositions!
126http://ph.linkedin.com/in/francisbensoncabehugo
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.
127http://ph.linkedin.com/in/francisbensoncabehugo
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
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advertising
laws
regulations
Social responsibility review
Concept
4. In developing an ad campaign, which of these
steps that marketers employ involves consideration
of the advertising medium (tv, print & radio)?
A. Creative Message and evaluation
B. Creative development and execution
C. Creative Social-responsibility review
D. All of the above
E. None of the above
129http://ph.linkedin.com/in/francisbensoncabehugo
Improved Answer
TOP 10 Learning Questions for
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?
http://carolinequarte.blogspot.com/
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?
http://carolinequarte.blogspot.com/
A. Recency, Functionality, Mobility
B. Recency, Frequency, Monetary
C. Response, Frequency, Marketing
D. Response, Functionality, Monetary
Improved Question
How to get a prospective
client
Recency
Frequency
Monetary value
http://carolinequarte.blogspot.com/
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).
http://carolinequarte.blogspot.com/
3. What are R-F-M formula stands
for?
http://carolinequarte.blogspot.com/
A. Recency, Functionality, Mobility
B. Recency, Frequency, Monetary
C. Response, Frequency, Marketing
D. Response, Functionality, Monetary
Improved Answer
TOP 10 Learning Questions for
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
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2. __________is one of Creative techniques
wherein you take familiar processes such as
people helping services
A. New contexts
B. Reverse assumption analysis
C. Forced relationships
D. Mind mapping
E. Morphological analysis
138http://louiemarkquizon.blogspot.com
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
139http://louiemarkquizon.blogspot.com
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
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Concept
Example: TeamManila’s
Creativity Generation – New
Context
141http://louiemarkquizon.blogspot.com
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
B. Reverse assumption analysis
C. Forced relationships
D. Mind mapping
E. Morphological analysis
142http://louiemarkquizon.blogspot.com
Improved Answer
TOP 10 Learning Questions for
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
E. None of the above
145www.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. Innovation, Investment, Joint Ventures
E. None of the above
Improved Question
All of the aspects below can be
adapted for the international
market.
146www.leeaizabelsandel.blogspot.com
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.
147www.leeaizabelsandel.blogspot.com
Products features
Labelling
Colors
Materials
Sales Promotion
Advertising media
Brand Name
Packaging
Prices
Advertising theme
Concept
148www.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. Innovation, Investment, Joint Ventures
E. None of the above
Improved Answer
TOP 10 Learning Questions for
Chapter 22: Managing A Holistic Marketing Organization For The
Long Run
Mira Lynn Serrano/Sue Silubrico
April 14, 2011
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
151miralynnserrano.blogspot.com
Improved Question
FUNCTIONAL ORGANIZATION
5miralynnserrano.blogspot.com
is the most COMMON form of
Marketing organization and for
Administrative SIMPLICITY
Concept
Effective Internal Marketing using
FUNCTIONAL ORGANIZATION
7miralynnserrano.blogspot.com
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
154miralynnserrano.blogspot.com
Improved Answer
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