Top 20 Questions

Improved Learning Questions for

Kotler’s 22 Chapters

Soleil GanApril 2011

http://taeyangxinyi.blogspot.com

Chapter 1: Defining Marketing for the 21st

Century

Ria Abendan / Soleil GanApril 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


A. Manufacturer, resource, consumerB. Manufacturer, resource, intermediaryC. Resource, consumer, governmentD. Resource, manufacturer, intermediaryE. None of the above

4

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

IntermediaryMarkets

Manufacturers buy resources…


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resourcesresources

money money

IntermediaryMarkets

…turn them to goods & services and sell to intermediaries


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resourcesresources

goods and services

money

money money

IntermediaryMarkets

Intermediaries sell finished goods to consumers


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resourcesresources

goods and services goods and services

money money

money money

IntermediaryMarkets

The government collects tax revenues to buy goods


ConsumerMarkets

ResourceMarkets

GovernmentMarkets

resourcesresources


money money

money money

taxes

taxes, goods

taxes, goods

taxes, goods

IntermediaryMarkets

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

IntermediaryMarkets


A. Manufacturer, resource, consumerB. Manufacturer, resource, intermediaryC. Resource, consumer, governmentD. Resource, manufacturer, intermediaryE. None of the above

12

Chapter 2: Developing MarketingStrategies and Plans

Steven Michael Y. Andrada / Soleil Gan

April 15, 2011

www.stevenandrada.blogspot.com

5. What kind of business orientation that puts the customer at the heart of the business?

A. Product orientationB. Geographical orientationC. Market orientationD. Competence orientationE. None of the above

34/73www.stevenandrada.blogspot.com

5. What kind of business orientation puts the customer at the heart of the business?

A. Product orientationB. Consumer orientationC. Market orientationD. Media orientationE. None of the above


Types of Business Orientation


Product Orientation - The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will like it also.

Market Orientation - Puts the customer at the

heart of the business.

Examples


Question 5:

Company Product Market

Cebu Pacific Air

We run an Airline company

It’s time everyone to

flies

PLDT We run a Telecommunicati

on company

We’re changing lives

5. What kind of business orientation puts the customer at the heart of the business?

A. Product orientationB. Consumer orientationC. Market orientationD. Media orientationE. None of the above


Ch 3: Gathering Information and Scanning the Environment

Ma. Katrina S. Avellana / Soleil GanApril 2011

http://kavellana.blogspot.com

2. Information needs:

20http://kavellana.blogspot.com

A. Facts

B. Probes

C. Numerical Figures

D. Concrete Examples

E. All of the above



A. Queries

B. Probes

C. References

D. Statistics

E. All of the above

Information needs probes


Information needs probes


• What decisions do you regularly make?

• What information is needed for these decisions?

• What information do you regularly get?

• What special studies do you periodically request?

• What information is needed but not given?

• What 4 improvements are for the present MIS?



A. Queries

B. Probes

C. References

D. Statistics

E. All of the above

Chapter 4: Conducting Marketing Research and

Forecasting Demand

Megha Behani / Soleil Gan15th April ’2011

#9: “ What does the Rolex name mean to you?” is an example of ___

A. Brand personificationB. LadderingC. Word associationD. VisualizationE. Projective Techniques

26

#9: “ What does the Rolex name mean to you?” is an example of which qualitative measure?

A. Projective TechniquesB. Market BehaviourC. Word AssociationD. VisualizationE. None of the Above

27

Concept:What are the qualitative measures to understand consumer’s mind?

Word Association Projective Techniques Laddering Visualization Brand Personification

28

Word Association: Ask subjects what words come to mind when they customer hears the brand’s name

29

Projective techniques:Give incomplete /ambiguous stimulus and ask them to make sense of it

30

Laddering: A series of more specific “why” questions to reveal consumer’s abstract goals!

31

Visualization: Creating collage from magazine to depict perceptions

32

Brand Personification: Ask subjects what kind of person they think of when the brand is mentioned..

33

#9: “ What does the Rolex name mean to you?” is an example of which qualitative measure?

A. Projective TechniquesB. Market BehaviourC. Word AssociationD. VisualizationE. None of the Above

34

Chapter 5: Creating Customer Value, Satisfaction, and

Loyalty

Cabunilas, Michelle M. / Soleil Gan15 April 2011

http://cabunilasmichelle.blogspot.comKotler, Keller, Marketing Management,

13th ed.

4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs.


13th ed.

A. PerformanceB. MarketingC. QualityD. VariationE. None of the Above



13th ed.

A. PerformanceB. QuantityC. QualityD. PriceE. Variation

Concept 3: Product and Service Quality


13th ed.

WHAT IS

Is the total feature and characteristic of a product or service that has an ability to satisfy needs.



13th ed.

A. PerformanceB. QuantityC. QualityD. PriceE. Variation

Ch6: Analyzing Consumer Markets

Roleigh “Rolly” Tuazon / Soleil Gan15 April 2011

8. What step is not included in the consumer buying process?

A. Problem Recognition B. Evaluation C. Post-Purchase Behavior D. Only two of the above E. All of the above

41


A. Problem RecognitionB. EvaluationC. Post-Purchase BehaviorD. All of the AboveE. None of the Above

42

Consumer Buying Process

43

Problem Recognition

Information Search

Evaluation

Purchase Decision

Post-Purchase BehaviorKotler, Keller. Marketing Management, 13th

Edition.

Concept 10:


A. Problem RecognitionB. EvaluationC. Post-Purchase BehaviorD. All of the AboveE. None of the Above

44

Chapter 7: Analyzing Business Markets

Diana Rose Flores-Gaspar / Soleil GanApril 2011

7. Setting a 500-cavan of rice per customer is an example of what strategy in handling price oriented customers?

A. Budgeted DisseminationB. Make No AdjustmentsC. Limited Quantity PurchaseD. Resource AllocationE. None of the Above

47

7. Setting a 500-cavan of rice per customer is an example of what strategy in handling price oriented customers?

A. Budgeted DisseminationB. Make No AdjustmentsC. Limited Quantity PurchaseD. Resource AllocationE. None of the Above

49

Ch 8: Identifying Market Segments and Targets

Myrtle Frantilla / Soleil GanApril 14, 2011

http://myrtlefrantilla.blogspot.com/ 50

http://myrtlefrantilla.blogspot.com/

3. A market segment consists of a group of customers who share a similar set of needs and wants.

51http://myrtlefrantilla.blogspot.com/

A.

B.

True

False


3. A market segment consists of a group of customers who share a similar set of needs, wants and demands.

A. TrueB. False


Market Segment

Targeting a group of customers

who share a similar set ofneeds and wants.



3. A market segment consists of a group of customers who share a similar set of needs, wants and demands.

A. TrueB. False


Chapter 10:

Crafting the Brand Positioning

Anna Katrina L. Guray / Soleil Gan

April 15, 2011http://annaguray06.blogspot.com

5. differentiation is the way a company aims to identify and position itself or its products.

a. Productb. Channelc. Imaged. Personnele. All of the above

56

Question w/ Answer

http://annaguray06.blogspot.com


a. Productb. Personnelc. Characteristicd. Imagee. None of the above

57

Question w/ Answer


Create Differentiation!

Concept 5: Differentiation Strategies

PRODUCT

PERSONNEL

CHANNEL

IMAGE


Create Differentiation!

Concept 5: Differentiation Strategies

PRODUCT

PERSONNEL

CHANNEL

IMAGE


the way a company aims to identify and position itself or its products


a. Productb. Personnelc. Characteristicd. Imagee. None of the above

60

Question w/ Answer


Chapter 11:

Dealing with Competition

Lady Charmayne Hao / Soleil GanApril 2011

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

62


a. Share of mind b. Share of heart c. Share of walletd. Share of markete. None of the above

63

What to consider on competitor analysis?

64

Share of mindShare of heart

Share of market

“Share of heart” refers to the percentage of customers whose company’s product they want to buy

65

“Name the company

from which you would

prefer to buy!”


a. Share of mind b. Share of heart c. Share of walletd. Share of markete. None of the above

66

Chapter 12 Setting Product Strategies

Lam, John Paul C. / Soleil GanApril 2011

7. A hotel guest buying rest and sleep exhibits the ________

A. core benefitB. basic productC. expected productD. augmented productE. potential product

68http://fridaynightsablast.blogspot.com/

7. A hotel guest buying rest and sleep exhibits which of the product levels?



Concept 2: Product Levels – Product Value, how the customer sees it

-Each level adds more value to customer

http://fridaynightsablast.blogspot.com/

Concept 2: Core Benefit – Service or Benefit the customer is really buying

Eg: Hotel guest buying rest and sleep


Concept 2: Basic Product - Turning core benefit into basic product

Eg: hotel room with bed, dresser, shower…etc.


Concept 2: Expected Product – What buyers expect

Eg: hotel guests expects a clean bed, fresh towels…etc.


Concept 2: Augmented Product – exceeds customer expectations

Eg: Hotel adds a chocolate on top of the pillow


Concept 2: Potential product – all possible transformations of the product in the future

Eg. Hotel becomes a tourist attraction


7. A hotel guest buying rest and sleep exhibits which of the product levels?



Ch 13 Designing and Managing Services

Ronald Patrick G. Wenceslao /Soleil GanApril 2011

rgwenceslao.blogspot.com

4

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

4


A. Shared servicesB. Peak-time efficiencyC. Part-time employeesD. Reservation systemsE. Facilities for future expansion

9

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

4


A. Shared servicesB. Peak-time efficiencyC. Part-time employeesD. Reservation systemsE. Facilities for future expansion

82

Ch 14: Developing Pricing Strategies and Programs

Bohong Li / Soleil GanApril 15 ,2011

9. Supermarkets and department stores often drop the price on well-known brands to stimulate additional store traffic. This is an example of ____?

A. Special-event pricingB. Cash rebatesC. Low-interest financingD. Psychological discountingE. Loss-leader pricing


A. Special-event pricingB. Product-line promotionsC. Market-reelingD. Psychological discountingE. Loss-leader pricing

85

Loss-leader pricing Special-event pricing Cash rebates Low-interest financing Longer payment terms Warranties and service contracts Psychological discounting

Concept 9: Price-Adaption Strategy 3 : Promotional Pricing

From Philip Kotler’s, Marketing Management, 13th Edition

Concept 9: Loss-leader pricing

A loss leader or leader is a product sold at a low price (at cost or below cost) to stimulate other,

profitable sales. It is a kind of sales

promotion.

One use of a loss leader is to draw customers into a store where they are likely to buy other goods. The vendor expects that the typical customer will purchase other items at the same time as the loss leader and that the profit made on these items will be such that an overall profit is generated for the vendor.


A. Special-event pricingB. Product-line promotionsC. Market-reelingD. Psychological discountingE. Loss-leader pricing

Chapter 15: Designing and Managing Integrated Marketing

Channels

Medina, Anna Liza O. / Soleil Gan

April 15,2011

http://annalimedina.blogspot.com

5. Marketing channels must not just ______ markets, but must also ________ markets

A. Provide, CreateB. Serve, MakeC. Create, BuildD. Supply , Formulate

89http://annalimedina.blogspot.com

Answer


A. Provide, CreateB. Serve, MakeC. Create, BuildD. Supply, FormulateE. Search for, Serve


Answer

Concept 1: Importance & Development of Channels

http://annalimedina.blogspot.comKotler, Keller, Marketing Management,

13th ed.

Role of Marketing Channels: potential buyers profitable customers


A. Provide, CreateB. Serve, MakeC. Create, BuildD. Supply, FormulateE. Search for, Serve


Answer

Chapter 16: Managing Retailing, Wholesaling, and

Logistics

Joseph Gabriel N. Morales /Soleil Gan

April 14, 2011

The following are part of Wholesaling Functions, except:

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

94

Question 6


A. Selling and PromotingB. Bulk BreakingC. Management Services & CounselingD. Buying and assortment buildingE. Profit Bearing

95

Question 6

Source: Marketing Management 13th Ed by Philip Kotler

Wholesaling functions are…

96


Wholesaling functions are… (cont’d)

97


Wholesaling functions are… (cont’d)

98



A. Selling and PromotingB. Bulk BreakingC. Management Services & CounselingD. Buying and assortment buildingE. Profit Bearing

99

Question 6


Ch 17: Designing and Managing Integrated

Marketing Communication

Jan Kenneth Obar / Soleil GanApril 15, 2011

http://jankenneth-obar.blogspot.com

9. A tool used to draw a stronger and quicker response. To push target audience to make the final step.

A. Sales Promotions

B. Free Samples

C. Interactive Marketing

D. Sponsored events

E. Direct Selling

101



A. Sales Promotions

B. Free Samples

C. Push Selling

D. Sponsored events

E. Discount Pricing

102


Sales Promotion:

103


-Lead target audience to make the final step (purchase).

Sales Promotion:Tools used to draw a stronger and quicker buyer response.

104


-Coupons

-Contests

-Premiums


A. Sales Promotions

B. Free Samples

C. Push Selling

D. Sponsored events

E. Discount Pricing

105


Chapter 18 Managing Mass Communications

Francis Benson C. Hugo / Soleil GanApril 14, 2011

http://ph.linkedin.com/in/francisbensoncabehugo

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

107http://ph.linkedin.com/in/francisbensoncabehugo

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

Classification of advertising objectives according to their aim:


Classification of advertising objectives according to their aim:


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

Ch 19: Managing Personal Communications

Caroline P. Quarte / Soleil GanApril 2011

http://carolinequarte.blogspot.com/

3. What is the RFM formula for selecting prospects?


Answer

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



Answer

A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Recency, Functionality, MonetaryE. Repetition, Frequency, Marketability

How to get a prospective client

Recency

Frequency

Monetary value


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).




Answer

A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Recency, Functionality, MonetaryE. Repetition, Frequency, Marketability

Chapter 20: Introducing New Market Offerings

Louie Mark Quizon / Soleil GanApril 15, 2011

http://louiemarkquizon.blogspot.com

7. ________ is an individual’s decision to become a regular user of the product

A. AwarenessB. InterestC. EvaluationD. TrialE. Adoption

119http://louiemarkquizon.blogspot.com


A. BuyingB. InterestC. ChoosingD. TrialE. Adoption



How does a Consumer Adopt to a New Product and Service?


The consumer becomes aware of the innovation but lacks information about it


The consumer is stimulated to seek information about the innovation


The consumer considers whether to try the innovation


The consumer tries the innovation to improve his or her estimate of its value


The consumer decides to make full and regular use of the innovation


A. BuyingB. InterestC. ChoosingD. TrialE. Adoption


Ch21: Tapping into Global Markets

Sandel, Lee Aizabel L. /Soleil Gan

April 14, 2011

www.leeaizabelsandel.blogspot.com

129www.leeaizabelsandel.blogspot.com

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



A. Product DiscoveryB. Product InventionC. Product ImprovementD. Product AdaptationE. Product Innovation

Product

International Product and Communication Strategies


Develop New Product

AdaptProduct

Do Not ChangeProduct

Dualadaptation

Productadaptation

Productinvention

Do Not ChangeCommunication

Adapt Communication

Straightextension

CommunicationadaptationC

om

mu

nic

ati

on

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.



A. Product DiscoveryB. Product InventionC. Product ImprovementD. Product AdaptationE. Product Innovation

Chapter 22: Managing A Holistic Marketing

Organization For The Long Run

Mira Lynn Serrano / Soleil Gan

April 14, 2011

miralynnserrano.blogspot.com

10. Characteristics of Marketing Audits are, except

A. ComprehensiveB. SystematicC. IndependentD. InnovativeE. Periodic

135miralynnserrano.blogspot.com

10. Marketing Audit has the following characteristics except:

A. ComprehensiveB. SystematicC. IndependentD. AccurateE. Periodic



Marketing AUDIT as a strategic Control

has FOUR Characteristics

Comprehensive

Systematic

Independent

Periodic


Marketing Audits should cover all major marketing activities

Comprehensive

Systematic

Independent

Periodic


Marketing Audits should be in an Orderly Examination

Comprehensive

Systematic

Independent

Periodic


Best Audits are from Outside consultants

Comprehensive

Systematic

Independent

Periodic


Marketing Audits should form part of company’s processes and routines

Comprehensive

Systematic

Independent

Periodic

10. Marketing Audit has the following characteristics except:

A. ComprehensiveB. SystematicC. IndependentD. AccurateE. Periodic


Improved Learning Questions for

Kotler’s 22 Chapters

Soleil GanApril 2011

http://taeyangxinyi.blogspot.com

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Top 20 Questions