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Consolidated questions for ch10 to ch18 of Kotler's Marketing Management
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TOP 10 Learning Questions for
Chapter 10Crafting The Brand Position
(D)evout - Mary Josette EnriquezDecember 16, 2011
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All Marketing strategy is built on STP _________
a. segregation, targeting, & planningb. segmentation, timing & piping
c. segmentation, targeting & positioning
d. systematization, targeting & positioning
e. segregation, timing & planning
Original question
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Globe’s Unlitext 20 for students who are prepaid subscribers is an example of a marketing strategy built on
a. segregation, targeting, &
preparation
b. segmentation, timing & planning
c. segmentation, targeting &
positioning
d. systematization, targeting &
positioning
e. specialization, timing & preference
Improved question
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Developing & Communicating A Position Strategy
All marketing strategy is built on STP:Segmentation, Targeting and Positioning
A company discovers different needs and groups in the marketplace, targets those it can satisfy in a superior way, and then positions its offering so the target market recognizes the company's distinctive
offering and image.
Concept
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Concept Explanation
Segmenting(breaking down a diverse market
into homogeneous groups)
↓Targeting
(choosing a specific segment for your campaign)
↓Positioning
(designing a distinctive message to appeal to the targeted
segment)
Segments should be measurable,
sizeable, and reachable !
Example: Students
Example: Prepaid
subscribers
Example: Practicality for students with limited budget--Unlimited texting for only 20
pesos
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All Marketing strategy is built on STP _________
a. segregation, targeting, & planningb. segmentation, timing & piping
c. segmentation, targeting & positioningd. systematization, targeting & positioning
e. segregation, timing & planning
www.maryjosetteienriquez.blogspot.com
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Globe’s Unlitext 20 for students who are prepaid subscribers is an example of a marketing strategy built on
a. segregation, targeting, & preparation
b. segmentation, timing & planning
c. segmentation, targeting &
positioning
d. systematization, targeting & positioning
e. specialization, timing & preference
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TOP 10 Learning Questions for
Setting Product Strategy Chapter 12
Adventurer Alex Go
12.16.11
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An example of durable goods is ____.
A. Wine
B. Printer
C. Tortilla Chips
D. Tissue
E. Ink Cartridge
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An example of durable goods is ____.
A. HP printing solutions
B. Printer
C. Printing operator
D. Paper
E. Ink Cartridge
10
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Product classifications are essential in identifying appropriate marketing mix strategies
Accdg. to durability and tangibility, products can be classified into 3 types:
1. Non-durable goods – tangible, once or a few uses
2. Durable goods – tangible, many uses
3. Services - intangible
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Durable goods are those that normally survive many uses
12
Some examples are: electronic gadgets, printers & cars.
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2. An example of durable goods is ____.
A. Wine
B. Printer
C. Tortilla Chips
D. Tissue
E. Ink Cartridge
13
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An example of durable goods is ____.
14
A. HP printing solutions
B. Printer
C. Printing operator
D. Paper
E. Ink Cartridge
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It is the total features that affect how a product looks, feels, and functions in terms of customer req’ts.
A. Form
B. Style
C. Design
D. Customization
E. None of the above
15
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A product’s total features and functions, which ultimately satisfies customer requirements, refers to its _________.
A. Form
B. Style
C. Design
D. Customization
E. None of the above
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There are several ways that a product can differentiate itself from the competition
Form, Style, Design & Customization are some of the product aspects marketers use to stand out.
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Only design covers the totality of the product features
18
• Form• Style• Customization
• Design
Either specific to shape, size, look & feel, custom made
Total features
To the customer, a well-designed product is one that is pleasant to look at and easy to open, install, use, repair, and dispose of.
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3. It is the total features that affect how a product looks, feels, and functions in terms of customer req’ts.
A. Form
B. Style
C. Design
D. Customization
E. None of the above
19
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A product’s total features and functions, which ultimately satisfies customer requirements, refers to its _________.
A. Form
B. Style
C. Design
D. Customization
E. None of the above
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TOP 10 Learning Questions for
For Chapter 13Designing and Managing
Services
Foglight Carlos GonzagaDecember 15, 2011
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2. 24/7 Customer Service is an example of
A. standardized service-performance process
B. good hiring and training procedures C. monitoring customer satisfactionD. surprising customersE. the evidence of service from the
customer's point of view
22
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The company HelpDesk is an example of
A. standardized service-performance process
B. good hiring and training procedures C. monitoring customer satisfactionD. surprising customersE. the evidence of service from the
customer's point of view
23
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Three steps service firms can take to increase quality control
24
Invest in good hiring and training procedures – Recruiting the right employees and providing them with
excellent training Standardize the service-performance process -
A service blueprint can simultaneously map out the service process, the points of customer contact, and the evidence of
service from the customer's point of view.
Monitor customer satisfaction - Employ suggestion and complaint systems, customer
surveys, and comparison shopping.
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Three steps service firms can take to increase quality control
25
Monitor customer satisfaction - Employ suggestion and complaint systems, customer
surveys, and comparison shopping.
The company HelpDesk, especially for IT-related inquiries, is a form of a suggestion and complaint system that helps companies monitor employee complaints.
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2. 24/7 Customer Service is an example of
A. standardized service-performance process
B. good hiring and training procedures C. monitoring customer satisfactionD. surprising customersE. the evidence of service from the
customer's point of view
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The company HelpDesk is an example of
A. standardized service-performance process
B. good hiring and training procedures C. monitoring customer satisfactionD. surprising customersE. the evidence of service from the
customer's point of view
27
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7. The Cell phone is an example of
A. Pure tangible goodB. Tangible good with accompanying servicesC. HybridD. Major service with accompanying minor
goods and servicesE. Pure service
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Del Computers and Toyota are examples of
A. Pure tangible goodB. Tangible good with accompanying servicesC. HybridD. Major service with accompanying minor
goods and servicesE. Pure service
29
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Categories of service mix
A. Pure tangible good - the offering consists primarily of a tangible good such as soap, toothpaste, or salt. No services accompany the product.
B. Tangible good with accompanying services - The offering consists of a tangible good accompanied by one or more services.
C. Hybrid - The offering consists of equal parts goods and services. For example, people patronize restaurants for both the food and its preparation.
D. Major service with accompanying minor goods and services - The offering consists of a major service along with additional services or supporting goods.
E. Pure service - The offering consists primarily of a service. Examples include babysitting, psychotherapy, and massage.
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Categories of service mix
31
Tangible good with accompanying services
Typically, the more technologically advanced the product, the greater the need for a broad range of high-quality supporting services.
Examples include car makers and computer manufacturers that provide extensive customer service to support their high-end product offerings.
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7. The Cell phone is an example of
A. Pure tangible goodB. Tangible good with accompanying servicesC. HybridD. Major service with accompanying minor
goods and servicesE. Pure service
32
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Del Computers and Toyota are examples of
A. Pure tangible goodB. Tangible good with accompanying servicesC. HybridD. Major service with accompanying minor
goods and servicesE. Pure service
33
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Chapter 14
Developing Pricing Strategies and Programs
huaijunli
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Question 2
Please give the proper sequence in setting price initially for the products or services
1.Determine demand 2.select the price objective 3.analyzecompetitor price mix 4.select final price 5.select price
method 6.estimate costsA 2 1 6 3 5 4B 1 2 6 3 54 C 1 2 3 6 5 4D 2 1 3 6 5 4E 1 2 3 6 4 5
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The following are steps in setting product price except
a) Selecting a pricing method
b) Analyzing competitors' costs, prices, and offers
c) Estimating costs
d) Determining demand
e) Company pricing policies
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a) Selecting the pricing objective
b) Determining demand
c) Estimating costs
d) Analyzing competitors' costs, prices, and offers
e) Selecting a pricing method
f) Selecting the Final Price
6 steps in setting product price
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Analysis
The company first decides where it wants to position its market offering. The clearer a firm’s objectives, the easier it is to set price.
Each price will lead to a different level of demand and will therefore have a different impact on a company’s marketing objectives
Demand sets a ceiling on the price the company can charge for its product.
The firm should first consider the nearest competitor’s price Given the customers’ demand schedule, the cost function, and
competitors’ prices, the company is now ready to select a price Pricing methods narrow the range from which the company must
select its final price
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Answer
Please give the proper sequence in setting price initially for the products or services
1.Deterimne demand 2.select the price objective 3.analyze
competitor price mix 4.select final price 5.select price method 6.estimate costs
A 2 1 6 3 5 4B 1 2 6 3 54 C 1 2 3 6 5 4D 2 1 3 6 5 4E 1 2 3 6 4 5
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The following are steps in setting product price except
a) Selecting a pricing method
b) Analyzing competitors' costs, prices, and offers
c) Estimating costs
d) Determining demand
e) Company pricing policies
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Top 10 Concepts for Chapter 16
Managing Retailing, Wholesaling, & Logistics
Roger C. Mabag
December 15, 2011
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4. A type of retail organization where Independent retailers who set up a central buying organization and conduct joint promotion efforts.
a) Corporate Chain Store
b) Voluntary Chain
c) Retailer Cooperative
d) Consumer Cooperative
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The following are examples of a corporate chain store except
a) ACE Hardware
b) Bench
c) Savemore Supermarket
d) Folded and Hung
e) Toys R’ Us
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CORPORATE RETAILING - Although many retail stores are independently owned, an increasing number are part of a corporate retailing organization. These organizations achieve economies of scale, greater purchasing power, wider brand recognition, and better-trained employees than independent stores can usually gain alone.
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4. A type of retail organization where Independent retailers who set up a central buying organization and conduct joint promotion efforts.
a) Corporate Chain Store
b) Voluntary Chain
c) Retailer Cooperative
d) Consumer Cooperative
http://upwarddodger.blogspot.com/
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The following are examples of a corporate chain store except
a) ACE Hardware
b) Bench
c) Savemore Supermarket
d) Folded and Hung
e) Toys R’ Us
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TOP 10 Learning Questions for
Designing and Managing Integrated Marketing Communication
CHAPTER 17
KATHLEEN ANNE MAMARADLO
December 15, 2011
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2. The following are examples of the Marketing Communications mix except:
A. Events and experiences
B. Public relations and publicity
C. Word of mouth
D. Sampling
E. Personal Selling
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Fairs and trade shows are examples of this marketing communication platform
A. Events and experiences
B. Public relations and publicity
C. Direct and interactive marketing
D. Advertising
E. Personal Selling
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Marketing Communications Mix
1. Advertising - Any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified sponsor
2. Sales promotion - A variety of short-term incentives to
encourage trial or purchase of a product or service
3. Events and experiences - Company-sponsored activities and
programs designed to create daily or special brand-related
interactions
4. Public relations and publicity - A variety of programs designed
to promote or protect a company's image or its individual
products
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Marketing Communications Mix
5. Direct marketing – Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects
6. Interactive marketing - Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services
7. Word-of-mouth marketing - People-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services
8. Personal selling - Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders
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Common Communication platforms
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5. Considering the communication process, what should the receiver first take note of in preparing his message?
A. Product
B. Medium
C. Competitors
D. Possible ‘noise’
E. Target audience
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2. The following are examples of the Marketing Communications mix except:
A. Events and experiences
B. Public relations and publicity
C. Word of mouth
D. Sampling
E. Personal Selling
55http://kathleenmamaradlo.blogspot.com
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Fairs and trade shows are examples of this marketing communication platform
A. Events and experiences
B. Public relations and publicity
C. Direct and interactive marketing
D. Advertising
E. Personal Selling
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A. Product design
B. Medium or channel
C. Competitors
D. Possible ‘noise’
E. Target audience
In crafting the product message, what should be the company’s primary consideration?
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Elements of the Communication Process
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Elements of the Communication Process
It’s important to begin with a clear target audience as this will bethe basis of the content of the message, how it will be delivered
as well as when and where it should be said.
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5. Considering the communication process, what should the receiver first take note of in preparing his message?
A. Product
B. Medium
C. Competitors
D. Possible ‘noise’
E. Target audience
http://kathleenmamaradlo.blogspot.com
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A. Product
B. Medium
C. Competitors
D. Possible ‘noise’
E. Target audience
In crafting the product message, what should be the company’s primary consideration?
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TOP 10 Learning Concepts
Ch 18 Managing Mass Communications
Ching D. Marcial
December 22, 2011
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______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects.
A. Evaluation
B. Measurement
C. Advertisement Evaluation
D. Strategic Measurement
63
Question 1
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______________ is a step in the development of an advertising program, which tells the company if the program has impacted sales and company reputation.
A. Evaluation
B. Review
C. Market share
D. Measurement
E. Media planning
64
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Concept
MISSION MONEY
MEDIA
MEASUREMENT
The 5 steps in developing an Advertising program
MESSAGE
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Concept Explanation
MISSIONSales Goals and
advertising objectives
MONEYAdvertising
Budget
MEDIAReach, frequency,Impact, channels
MEASUREMENTCommunication and
Sales impact
MESSAGEGenerate, evaluate,
select, execute
The 5 steps in developing an Advertising program
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______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects.
A. Evaluation
B. Measurement
C. Advertisement Evaluation
D. Strategic Measurement
67www.chingmarcial.blogspot.c
om
Answer 1
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______________ is a step in the development of an advertising program, which tells the company if the program has impacted sales and company reputation.
A. Evaluation
B. Review
C. Market share
D. Measurement
E. Media planning
68