Improved Questions for Kotler's 20 Chapters

TOP 20 Improved Learning Concepts for

Midterms

Rustie M. FidelApril 29, 2011

TOP 10 Learning Questions for

Chapter 1: Defining Marketing for the 21st

Century

Ria Abendan/Rustie FidelApril 2011

3. In a modern exchange economy, ______ markets buy resources from ______ markets, turn them to goods and services, and sell them to _______ markets.

A. Government, manufacturer, consumerB. Manufacturer, resource, intermediaryC. Resource, consumer, governmentD. Intermediary, resource, consumerE. None of the above

3. In a modern exchange economy, ______ markets buy from ______ markets, which buys goods and services from _______ markets.

A. Government, manufacturer, consumerB. Government, Intermediary, PeopleC. Resource, consumer, governmentD. Intermediary, Manufacturer, ResourceE. None of the above

There are five basic markets in a modern economy

Manufacturer Markets

ConsumerMarkets

IntermediaryMarkets

ResourceMarkets

GovernmentMarkets

Consumers sell labor to resource markets


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resources

money

Manufacturers buy resources…


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resourcesresources

money money

…turn them to goods & services and sell to intermediaries


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resourcesresources

goods and services

money

money money

Intermediaries sell finished goods to consumers


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resourcesresources

goods and services goods and services

money money

money money

The government collects tax revenues to buy goods


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resourcesresources


money money

money money

taxes

taxes, goods

taxes, goods

taxes, goods

And uses these goods and services to provide public service


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resourcesresources


money money

money money

taxes

taxes, goods

taxes, goods

taxes, goods

services

services, money

services, money

services, money

3. In a modern exchange economy, ______ markets buy from ______ markets, which buys goods and services from _______ markets.

A. Government, manufacturer, consumerB. Manufacturer, resource, intermediaryC. Resource, consumer, governmentD. Intermediary, Manufacturer, ResourceE. None of the above

10 Questions

Chapter 2: Developing MarketingStrategies and Plans

Steven Michael Y. Andrada/Rustie Fidel

April 2011

www.stevenandrada.blogspot.com

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


Core Business Process


Gathering market intelligence


Researching, developing & launching a product


Defining target markets & prospecting for new customers

6/73www.stevenandrada.blogspot.com


Building deeper understanding, relationship & offerings



Receiving & approving orders, shipping goods & collecting payment

A. Core Business Process


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

Ma. Katrina S. Avellana/Rustie FidelApril 2011

http://kavellana.blogspot.com

TOP 10 Learning Questions

Ch 3: Gathering Information and Scanning the Environment

5. What is a source of competitive information?


A. Independent customer goods and service review forums

B. Distributor of sales agent feedback sites

C. Customer complaint sites

D. Public blogs

E. All of the above

Sources of Competitive Information


•Independent customer goods and service review forums

•Distributor of sales agent feedback sites

•Customer complaint sites

•Public blogs

5. What is a source of competitive information?

25http://kavellana.blogspot.com

A. Independent customer goods and service review forums

B. Distributor of sales agent feedback sites

C. Customer complaint sites

D. Public blogs

E. All of the above


26

Chapter 4: Conducting Marketing Research and

Forecasting Demand

Megha Behani/Rustie FidelApril 2011

#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

Concept: What are the various research approaches to gather primary data?

Observational Ethnographic Focus Group Survey Behavioral Data Experimentation

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

#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


Creating Customer Value, Satisfaction & Loyalty and Ch 5

Joan Soliven/Rustie FidelApril 2011

http://joansoliven.blogspot.com/

1. Valuing the right product because you think it is beneficial for you

A. Customer Satisfaction B. Good Service C. QualityD. Customer Perceived ValueE. Product


Customer Perceived Value

Difference between what the customer gets and what he or she gives for different possible choices.


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.

Valuing the right product because you think it is beneficial for you


A. Customer Satisfaction B. Good Service C. Quality Product D. Customer Perceived ValueE. Product


Ch6: Analyzing Consumer Markets

Roleigh “Rolly” Tuazon/ Rustie Fidel15 April 2011

5. How do you identify brand personality?

A. Durability B. Excitement C. Competence D. All of the above E. Two of the above

Brand Personality

38

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Brand Personality

39

Sincerity

Excitement

Competence

Sophistication

Ruggedness

40

5. How do you indentify brand personality?

A. Durability B. Excitement C. Competence D. All of the above E. Two of the above


Ch7: Analyzing Business Markets

Diana Rose Flores-Gaspar/Rustie Fidel

15 April 2011

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

43

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

44


Ch 8: Identifying Market Segments and Targets

Myrtle Frantilla/Rustie FidelApril 2011

http://myrtlefrantilla.blogspot.com/

http://myrtlefrantilla.blogspot.com/ 46

8. Demographic, Operating Variable, Purchasing Approach, Situational Factors, And Personal Characteristic are all concepts of Market segments.

Market Segments

Segmenting Consumer Markets

A.

B.

Demographic Segmentation

Evaluating Market Segments

Behavioral Segmentation

C.

D.

E.

8. Demographic, __________, Purchasing Approach, Situational Factors, And Personal Characteristic are concept

A. Operating Variable B. Segmenting Consumer Markets C. Demographic Segmentation D. Evaluating Market Segments E. Behavioral Segmentation

http://myrtlefrantilla.blogspot.com/ 48

Demographic


Operating Variable

Purchasing Approaches

Situational Factors

Personal Characterstic

Segmenting Business Markets

Segmenting Business Markets

Demographic segmentation– Industry, company size, location

Operating variables– Technology, usage status,

customer capabilities Purchasing approaches Situational factors

– Urgency, specific application, size of order

Personal characteristics– Buyer-seller similarity, attitudes

toward risk, loyalty



Ch 9: Creating Brand Equity

Soleil Gan/Rustie FidelApril 2011

http://taeyangxinyi.blogspot.com

2. ______ is what the brand stands for and what it promises to consumers.

51http://taeyangxinyi.blogspot.com

A. Brand EssenceB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Characteristic

Aaker ModelStart managing your brand

52http://taeyangxinyi.blogspot.com

Brand Identity- what the brand stands for (and)- what the brands promises to customers Core Identity Elements Extended Identity Elements Brand Essence


Brand Identity represents an aspirational brand image

Brand Identity- what the brand stands for (and)- what the brands promises to customers

The design is a man and woman close together; promises with the use of the product, users will not be shy in being up-close-&-personal with other people

2. Brand that you can identify yourself with.


A. Brand EssenceB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Characteristic


Chapter 10Crafting the Brand

Positioning

Pearl Hazelle S. Velasco/Rustie Fidel

April 14, 2011

2. _____ is the company’s ability to perform in one or more ways that competitors cannot or will not match.

A. Competitive AdvantageB. Points of ParityC. Category MembershipD. Points of DifferenceE. Positioning

COMPETITIVE ADVANTAGE

- Relevant brand differentiation- Consumers must find something unique and

meaningful about a market offering

COMPETITIVE ADVANTAGE

- Relevant brand differentiation- Consumers must find something unique and

meaningful about a market offering

2. Arises whenever 2 or more parties strive for a goal which they think they can do it.

59

A. Competitive AdvantageB. Points of ParityC. Category MembershipD. Points of DifferenceE. Positioning

TOP 10 Learning Concepts for

Chapter 11:

Dealing with Competition

La Charmayne Hao/Rustie FidelApril 2011

5. Define _____ and opponents is one of the strategies of a market Challenger.

a. Strategic Innovationb. Strategic Implementationc. Strategic Objectived. None of the abovee. All of the above

5. Define Strategic Implementation and opponents is one of the strategies of a market Challenger.

a. Strategic Plansb. Strategic Implementationc. Strategic Objectived. Strategic Opponentse. All of the above

How market challengers strategies

Define Strategic Objective and opponents

Choose general attack strategy

Choose specific attack strategy

Most aim to increase market share!

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!


Ch 13 Designing and Managing Services

rgwenceslao.blogspot.com

Ronald Patrick G. Wenceslao/Rustie Fidel

April 2011

4. Which of the following is a characteristic of a service?

A. AdaptabilityB. FlexibilityC. PerishabilityD. None of the aboveE. All of the above

Characteristics of Services

Intangibility

Inseparability

Variability

Perishability

Perishability: Characteristic of a service

One of the other major characteristics of service is that they cannot be stored for later use or sale - Perishability. When the demand is steady, then service Perishability is not a problem but the service sector face a huge problem when the demand fluctuates.

4. ______ is used in marketing to describe the way in which service capacity cannot be stored for sale in the future.

A. AdaptabilityB. FlexibilityC. PerishabilityD. None of the aboveE. All of the above


meghanngettingthere.blogspot.com

Ch 14 Developing Pricing Strategies and Programs

Zaragoza/Rustie FidelApril 15, 2011

1. Consumers use PRICE as an indicator of _____________.

A. Product ComparabilityB. Product QuantityC. Product SuperiorityD. Product QualityE. None of the Above


Consumers arrive at Price Perceptions via 4 Key Points

Reference Prices

Price – quality Inferences

Price Endings

Price Cues

Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS


From Philip Kotler’s, Marketing

Management, 13th Edition

$20.88 $14.68

400 Tablets

270 Tablets

1. To improve your product you need to build essential work skills and an understanding of fundamental quality management methodologies.

A. Product ComparabilityB. Product QuantityC. Product SuperiorityD. Product QualityE. None of the Above


Chapter 15: Designing and Managing Integrated Marketing Channels

Medina, Anna Liza O./Rustie FidelApril 15,2011

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

3. It lies at the foundation of every financial plan; organizations and public policy is both the organizational process of creating and maintaining a plan.

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


Chapter 16 – Managing Retailing, Wholesaling, and

Logistics

Joseph Gabriel N. Morales/Rustie Fidel

April 14, 2011

6. The following are part of Wholesaling Functions, except:

A. Selling and PromotingB. Bulk BreakingC. Management Services & CounsellingD. Buying and assortment buildingE. Cost Bearing

Wholesaling functions are…

Source: Marketing Management 13th Ed by Philip Kotler

Wholesaling functions are… (cont’d)


Wholesaling functions are… (cont’d)


The following are part of Wholesaling Functions except:

A. Procuring and MarketingB. Marketing PlanC. Management Services & TrainingD. Finance and assortment buildingE. Cost Bearing

Question 6

Chapter 17 Designing and Managing Integrated Marketing

Yang Zhao/Rustie Fidel

April. 2011

TOP 10 Learning Question for

10. Ethical in Marketing Communications

A. Went to personal room without permission.

B. Telling the buyer to buy a house which is kind of investment.

C. A celebrity making a commercial of being given acceptable price.

D. Tell the buyer the functions and warranty of product.

Why Unethical?

A person who without permission went inside the personal room or office. It is unethical. Because that is belongs to personal space.

Well-known presenters. In order to earn more money, do weight loss product spokesperson. In fact, he is a very thin girl.

Tell the Truth!

As a human, everybody wants to be treated fairly. So we should build self confidence. In marketing communications, the best way that we can do is to telling the truth, so that we can earn more and more loyalty customers to followed by our products.

10. Ethical in Marketing Communications

A. Went to personal room without permissionB. Telling the buyer to buy a house which is kind

of investment.C. A celebrity making a commercial of being

given acceptable price.D. Inform the buyer about the features and

benefits of the product including warranty.


Ch18: Managing Mass Communications

Ira A. Ong/Rustie FidelApril 2011

5. All are key components of a print ad, except for …

A. PictureB. CopyC. LogoD. HeadlineE. None of the above

Picture, headline and copy matter!

Reference: Philip Kotler’s Marketing Management, 13th edition

Picture must draw attention!

UniqueEye-

catching


Headline must reinforce the picture.


Copy must be engaging.


Brand name

prominent

5. All are key components of a print ad, except for …

A. LiteratureB. PictureC. IconD. LightsE. None of the above


Ch 19: Managing Personal Communications

Caroline P. Quarte/Rustie FidelApril 2011

http://carolinequarte.blogspot.com/

3. What is the RFM formula for selecting prospects?


A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Recency, Functionality, Monetary

How to get a prospective client

Monetary value

Frequency

Recency

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).


What is not the RFM formula for selecting prospects?

A. RecencyB. FrequencyC. MonetaryD. FunctionalityE. None of the above


Chapter 20 Introducing New Market Offerings

Louie Mark Quizon/Rustie FidelApril 15, 2011

http://louiemarkquizon.blogspot.com

6. The following are decisions that management faces in consumer-goods market testing except:

A. How many test cities?B. Which cities?C. Length of test?D. What information?E. None of the above


6. All are consumer-goods market testing except:

A. Age group testingB. Gender Group C. Length of test?D. Customer loyaltyE. None of the above

Management Decisions for Test Marketing


How many test cities?

Which cities?

Most tests use between 2 and 6



Which cities?

Must develop selection criteria



Which cities?


Length of test?

What information to collect?

Typically few months to a year


Length of test?

What information to collect?

Consumer panels, buyer surveys, etc.


What action to take?

Relationship between trial and repurchase rates


Started in Barangay Nalsian, Manaoag Town, Pangasinan

Stocks have already reached Baguio City

Next test: Pilgrims at Manaoag Church

Example: Agtalon Malunggay Ice Cream


Tapping into Global Markets 21

Sandel, Lee Aizabel L./Rustie FidelApril 14, 2011

www.leeaizabelsandel.blogspot.com


10. Jollibee putting up stores in foreign markets like Singapore, Brunei, Hong Kong and the US. Is an example of which mode of entry?

A. Indirect exportingB. Direct exportingC. LicensingD. Joint VentureE. Direct Investment


5 Modes Of Entry IntoForeign Markets

Level of Commitment, Risk, Control, Profit Potential

Indirect Exporting

Direct Exporting

Licensing

Joint venture

Direct Investments

Direct Investment


DIRECT INVESTMENT -is the ultimate form of foreign involvement where there is a direct ownership of foreign-based assembly or manufacturing facilities.

10. The ownership of foreign-based assembly or manufacturing facilities.

A. Indirect exportingB. Direct exportingC. LicensingD. Joint VentureE. Direct Investment


Chapter 22: Managing A Holistic Marketing

Organization For The Long Run

Mira Lynn Serrano/ Rustie FidelApril 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. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity

FUNCTIONAL ORGANIZATION

is the most COMMON form of

Marketing organization and for

Administrative SIMPLICITY


Effective Internal Marketing using FUNCTIONAL ORGANIZATION

Consists of FINGERS

as Specialists or

Managers with

different Functions

Marketing Vice President

1. A Functional Organization that uses Internal Marketing that have a specific job functions to perform.

A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity

TOP 20 Improved Learning Concepts for

Midterms

Rustie Fidel