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
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TOP 10 Learning Questions for
(Chapter #1)
Paul AbiganDecember 15, 2011
Chapter 1 21st Century Marketing, Abigan
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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
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Chapter 1: Q5. Among the 5 types of Needs, which needs refer to customers expecting good service from the dealer/provider’?
A. Stated NeedsB. Real NeedsC. Unstated NeedsD. Delight NeedsE. Secret Needs
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IMPROVED QUESTION
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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)
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Maslow’s Hierarchy of Needs
5 types of needs cater to different categories within Maslow’s Hierarchy of needs
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A. Stated NeedsB. Real NeedsC. Unstated NeedsD. Delight NeedsE. Secret Needs
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Chapter 1: Q5. Which among the 5 needs refer to ‘customers expecting good service from the dealer/provider’?
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A. Stated NeedsB. Real NeedsC. Unstated NeedsD. Delight NeedsE. Secret Needs
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IMPROVED QUESTION/ANSWER
Chapter 1: Q5. Among the 5 types of Needs, which needs refer to customers expecting good service from the dealer/provider’?
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Top 10 Questions
(Chapter #2)
Catherine AnsayDecember 15, 2011
Chapter 2 Marketing Management, Kotler 14th ed
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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
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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
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IMPROVED QUESTION
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10. Competitive Spheres
• Industry • Products and applications• Competence • Market segment • Vertical • Geographical
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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
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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 ______.
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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
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IMPROVED QUESTION / ANSWER
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TOP 10 Learning Questions for
Chapter 3 : Gathering Information and Scanning the Environment
Nyel BerroyaDecember 15, 2011
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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
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Chapter 3: Q3. Which one is the third step to improve marketing intelligence system?
A. Motivate channel members to share intelligence.
B. Purchase informationC. Collect customer feedbackD. Network externallyE. Utilize government data resources
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IMPROVED QUESTION
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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
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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
www.danielberroya.blogspot.com
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A. Motivate channel members to share intelligence.
B. Purchase informationC. Collect customer feedbackD. Network externallyE. None of the Above
www.danielberroya.blogspot.com
Chapter 3: Q3. Which one is not included in the steps of improving marketing intelligence system?
![Page 22: Seatwork: Consolidated Questions for Chapters 1-9 (except chapter 5)](https://reader036.vdocuments.us/reader036/viewer/2022081413/5497d9f5b47959e9148b4695/html5/thumbnails/22.jpg)
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Chapter 3: Q3. Which one is the third step to improve marketing intelligence system?
A. Motivate channel members to share intelligence.
B. Purchase informationC. Collect customer feedbackD. Network externallyE. Utilize government data resources
www.danielberroya.blogspot.comhttp://www.slideshare.net/rochedeluta
IMPROVED QUESTION
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TOP 10 Learning Questions forCh 4: Conducting
Marketing Research and Forecasting Demand
Ma Alexandria BulaonDecember 16, 2011
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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
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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
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IMPROVED QUESTION
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The Measures of Market Demand
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Market Demand
- Market demand is the total amount of purchases of a product within a specified demographic.
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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
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A. Market demandB. Market supplyC. Market groupD. Market sizeE. Market research
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Chapter 4: Q2. Potential market, available market, target market, and penetrated market are measures of _________.
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Chapter 4: Q2. In market demand measures, ____________ determines the set of consumers who express an interest in the product.
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IMPROVED QUESTION / NEW ANSWER
A. Potential marketB. Available marketC. Target marketD. Penetrated marketE. None of the above
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TOP 10 Learning Questions for
Chapter 6: Analyzing Consumer Markets
Jem CaraigDecember 16, 2011
For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria
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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
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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?
A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior
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IMPROVED QUESTION
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Buying Decision Process
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Problem RecognitionProblem Recognition
Information SearchInformation Search
Evaluation of AlternativesEvaluation of Alternatives
Purchase DecisionPurchase Decision
Postpurchase BehaviorPostpurchase Behavior
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Buying Decision Process
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.
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Buying Decision Process
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.
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A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior
37http://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?
![Page 38: Seatwork: Consolidated Questions for Chapters 1-9 (except chapter 5)](https://reader036.vdocuments.us/reader036/viewer/2022081413/5497d9f5b47959e9148b4695/html5/thumbnails/38.jpg)
http://marikachavez.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?
A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionE. Postpurchase Behavior
38http://jemcaraig.blogspot.comhttp://www.slideshare.net/rochedeluta
IMPROVED QUESTION
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TOP 10 Learning Questions for
Chapter 6Analyzing Consumer
Markets
Valderas, Cristina KrastleDecember 15, 2011
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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
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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
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IMPROVED QUESTION
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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
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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.
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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
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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
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IMPROVED QUESTION / ANSWER
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Top 10 Questions for
(Chapter #7)
Marika ChavezDecember 15, 2011
Chapter 7 Marketing Management, Kotler 14th ed
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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
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Chapter 7: Q3. In the Buying Center, these are buying people who help define specifications and provide information for evaluating alternatives.
A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers
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IMPROVED QUESTION
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3. The Buying Center
InitiatorsInitiators
UsersUsers
InfluencersInfluencers
DecidersDeciders
ApproversApprovers
BuyersBuyers
GatekeepersGatekeepers
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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.
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A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers
Chapter 7: Q3. In the Buying Center, who are the people who define specifications and provide information for evaluating alternatives
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Chapter 7: Q3. In the Buying Center, these are buying people who help define specifications and provide information for evaluating alternatives.
A. InitiatorsB. InfluencersC. DecidersD. BuyersE. Approvers
http://www.slideshare.net/rochedeluta
IMPROVED QUESTION / ANSWER
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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
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A. SegmentB. Local AreaC. PlaceD. NicheE. Individual
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Chapter 8: Q1. A ________ is a more narrowly defined customer group seeking a distinctive mix of benefits.
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A. SegmentB. Local AreaC. PlaceD. NicheE. Individual
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Chapter 8: Q1. In micromarketing, ___________ is a more narrowly defined customer group seeking a distinctive mix of benefits.
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IMPROVED QUESTION
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Four Levels of Micromarketing
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Segments
Local Areas
Niches
Individuals
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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
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A. SegmentB. Local AreaC. PlaceD. NicheE. Individual
58http://nailah08.blogspot.com
Chapter 8: Q1. A ________ is a more narrowly defined customer group seeking a distinctive mix of benefits.
![Page 59: Seatwork: Consolidated Questions for Chapters 1-9 (except chapter 5)](https://reader036.vdocuments.us/reader036/viewer/2022081413/5497d9f5b47959e9148b4695/html5/thumbnails/59.jpg)
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A. SegmentB. Local AreaC. PlaceD. NicheE. Individual
59http://nailah08.blogspot.com
Chapter 8: Q1. In micromarketing, ___________ is a more narrowly defined customer group seeking a distinctive mix of benefits.
http://www.slideshare.net/rochedeluta
IMPROVED QUESTION / ANSWER
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Top 10 Learning Questions for
Chapter 9Creating Brand Equity
Roche DelutaDecember 15, 2011
V56 Marketing Class ofProf. Remigio Joseph De Ungria
Chapter 9 Marketing Management, Kotler 14th ed
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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
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Chapter 9: Q2. Which of the following is the correct combination of three pillars of brand equity that determine the 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
http://www.slideshare.net/rochedeluta
IMPROVED QUESTION
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Chapter 9:Q2. Brand Asset Valuator determines the five key
pillars of brand equity
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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
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A. Energy, Relevance and KnowledgeB. Energy, Relevance and EsteemC. Differentiation, Energy and EsteemD. Differentiation, Energy and Relevance E. Differentiation, Esteem and Knowledge
http://www.slideshare.net/rochedeluta
Chapter 9: Q2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?
![Page 65: Seatwork: Consolidated Questions for Chapters 1-9 (except chapter 5)](https://reader036.vdocuments.us/reader036/viewer/2022081413/5497d9f5b47959e9148b4695/html5/thumbnails/65.jpg)
http://marikachavez.blogspot.com
Chapter 9: Q2. Which of the following is the correct combination of three pillars of brand equity that determine the 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
http://www.slideshare.net/rochedeluta
IMPROVED QUESTION / ANSWER
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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
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