TOP 9 Learning Questions for

Group 3: Improved Questionnaire

Arvin YabutJanuary 04, 2012

1. What type of marketing does a Human Resource department execute in a company?

A. Relationship marketingB. Social responsibility marketingC. Internal marketingD. Integrated marketingE. Integral marketing

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Concept

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Internal Marketing is the task of hiring, training, and

motivating able employees who want to serve customers well

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Internal Marketing is the task of hiring, training, and motivating able employees who want to serve customers well Human resources refer to attraction, selection, training,

assessment,and rewarding of employees. Relationship marketing refers to a short-term arrangement where both the buyer and seller have an interest in providing a more satisfying exchange Integrated marketing (IMC) refers to data driven method of communicating with the customer There is no direct concept relation to social responsibility &

marketingand integral & marketing.

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A. Relationship marketingB. Social responsibility marketingC. Internal marketingD. Integrated marketingE. Integral marketing

1. What type of marketing does a Human Resource department execute in a company?

2. What is not included in 5 types of needs?

A. Secret needsB. Delight needsC. Real needsD. Custom needsE. Unstated needs

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Concept

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A. Stated needsB. Real needsC. Unstated needsD. Delight needsE. Secret needs

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A. Stated needs - the customer wants an inexpensive car

B. Real needs - the customer wants a car whose operating cost, not its initial price, is low

C. Unstated needs - the customer expects good service from the dealer

D. Delight needs - the customer would like the dealer to include a gift of a US road atlas

E. Secret needs - the customer wants to be seen by friends as a savvy consumer

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2. According to Kotler, what is not included in 5 types of needs?

A. Secret needsB. Delight needsC. Real needsD. Custom needsE. Unstated needs

3. 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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Concept

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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

Improved Concept – Add

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3. Self-development and realization is an example of:

A. Maslow’s Theory*B. Freud’s TheoryC. Herzberg’s TheoryD. Purchase DecisionE. Selective Attention*reworded Maslow choice for parallelism

4. Wanting to buy a new house is part of:

A. Problem RecognitionB. Information SearchC. EvaluationD. Purchase DecisionE. Post-purchase Decision

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Concept

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Consumer Buying Process

1.Problem Recognition2.Information Search3.Evaluation4.Purchase Decision5.Post-purchase Decision

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Consumer Buying Process

1.Problem Recognition2.Information Search3.Evaluation4.Purchase Decision5.Post-purchase Decision

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4. Wanting to buy a new house is part of:

A. Problem RecognitionB. Information SearchC. EvaluationD. Purchase DecisionE. Post-purchase Decision

5. In evaluating and selecting the market segments, which of the following refers to serving many needs of a particular customer group?

A. Single-Segment ConcentrationB. Selective SpecializationC. Product SpecializationD. Market SpecializationE. Full-Market Coverage

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Book Definition

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Source: Kotler’s Marketing Book – 13th edition

Page 268 Evaluating and Selecting the Market

Segments

Book Definition

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Market Specialization

The firm concentrates on serving many needs of a particular customer group.

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5. In evaluating and selecting the market segments, which of the following refers to serving many needs of a particular customer group?

A. Single-Segment ConcentrationB. Selective SpecializationC. Product SpecializationD. Market SpecializationE. Full-Market Coverage

6. Which type of marketing alliance refers to one or more companies joining in a special pricing collaboration?

A. Product or service alliancesB. Promotional alliancesC. Logistics alliancesD. Pricing collaborations

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Concept

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a. Product or service alliances- One company licenses another to produce its product, or two

companies jointly market their complementary products or a new product

b. Promotional alliances- One company agrees to carry a promotion for another

company’s products or servicec. Logistics alliances- One company offers logistical services for another company’s

productd. Pricing collaborations- One or more companies join in a special pricing collaboration

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Adding an additional option and making the choices more tricky

See multiple choice with answer (next slide)

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6. Which type of marketing alliance refers to one or more companies joining in a special pricing collaboration?

A. Logistics collaborationsB. Promotional alliancesC. Logistics alliancesD. Pricing collaborationsE. Pricing alliances

7. All corporate headquarters undertake four planning activities in corporate and division strategic planning. What is the very first process that a company should undergo?

A. Assess their competitors in the industryB. Revise their organizational structureC. Define their corporate missionD. Address their internal and external issues

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Concept

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There are four planning activities that all corporate headquarters undertake. These are:

1. Defining the corporate mission2. Establishing strategic business units3. Assigning resources to each SBU4. Assessing growth opportunities

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Just add another option to make the question more tricky.

See next slide.

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7. All corporate headquarters undertake four planning activities in corporate and division strategic planning. What is the very first process that a company should undergo?

A. Assess their competitors in the industryB. Revise their organizational structureC. Define their corporate missionD. Address their internal and external issuesE. Review the company’s existing opportunities

and threats.

8. _____ the process by which we select, organize and interpret information inputs.

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A. MotivationB. PerceptionC. LearningD. Decision ProcessE. Selection

Concept

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Selective Attention

Selective Retention

Selective Distortion

Subliminal Perception

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Motivation - refers to a process that elicits, controls, and sustains certain behaviors.

Perception - of attaining awareness or understanding of the environment by organizing and interpreting sensory information.

Learning - acquiring new or modifying existing knowledge, behaviors, skills, values, or preferences and may involve synthesizing different types of information

Decision Process - mental methodology resulting in the selection of a course of action among several alternative scenarios

Selection - The available products or services that a company offers a consumer

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8. _____ the process by which we select, organize and interpret information inputs.

A. MotivationB. PerceptionC. LearningD. Decision ProcessE. Selection

9. The following effective segmentation criteria would be measureable, substantial, accessible, differentiable, and __________.

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A. AttainableB. ActionableC. ArguableD. AchievableE. None of the above

5-Key Criteria

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5-Key Criteria

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“Actionable” is the last criterion!

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9. The following effective segmentation criteria would be measureable, substantial, accessible, differentiable, and __________.

A. AttainableB. ActionableC. ArguableD. AchievableE. None of the above

TOP 9 Learning Questions for

Group 3: Improved Questionnaire

Arvin YabutJanuary 04, 2012