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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
Manufacturer Markets
ConsumerMarkets
ResourceMarkets
GovernmentMarkets
resources
money
Manufacturers buy resources…
Manufacturer Markets
ConsumerMarkets
ResourceMarkets
GovernmentMarkets
resourcesresources
money money
…turn them to goods & services and sell to intermediaries
Manufacturer Markets
ConsumerMarkets
ResourceMarkets
GovernmentMarkets
resourcesresources
goods and services
money
money money
Intermediaries sell finished goods to consumers
Manufacturer Markets
ConsumerMarkets
ResourceMarkets
GovernmentMarkets
resourcesresources
goods and services goods and services
money money
money money
The government collects tax revenues to buy goods
Manufacturer Markets
ConsumerMarkets
ResourceMarkets
GovernmentMarkets
resourcesresources
goods and services goods and services
money money
money money
taxes
taxes, goods
taxes, goods
taxes, goods
And uses these goods and services to provide public service
Manufacturer Markets
ConsumerMarkets
ResourceMarkets
GovernmentMarkets
resourcesresources
goods and services goods and services
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
www.stevenandrada.blogspot.com
Core Business Process
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Gathering market intelligence
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Researching, developing & launching a product
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Defining target markets & prospecting for new customers
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Core Business Process
Building deeper understanding, relationship & offerings
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Core Business Process
Receiving & approving orders, shipping goods & collecting payment
A. Core Business Process
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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?
http://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
Sources of Competitive Information
http://kavellana.blogspot.com
•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?
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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
TOP 10 Learning Questions for
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
TOP 10 Learning Questions for
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
http://joansoliven.blogspot.com/
Customer Perceived Value
Difference between what the customer gets and what he or she gives for different possible choices.
http://joansoliven.blogspot.com/
Consumers are more educated and informed, they seek out superior
alternatives
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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
http://joansoliven.blogspot.com/
A. Customer Satisfaction B. Good Service C. Quality Product D. Customer Perceived ValueE. Product
TOP 10 Learning Questions for
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
TOP 10 Learning Questions for
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
TOP 10 Learning Questions
Ch 8: Identifying Market Segments and Targets
Myrtle Frantilla/Rustie FidelApril 2011
http://myrtlefrantilla.blogspot.com/
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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
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Demographic
http://myrtlefrantilla.blogspot.com/
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
http://myrtlefrantilla.blogspot.com/
TOP 10 Learning Questions for
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
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Brand Identity- what the brand stands for (and)- what the brands promises to customers Core Identity Elements Extended Identity Elements Brand Essence
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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.
http://taeyangxinyi.blogspot.com
A. Brand EssenceB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Characteristic
TOP 10 Learning Questions for
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.
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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!
TOP 10 Learning Questions
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
TOP 10 Learning Questions for
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
meghanngettingthere.blogspot.com
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
meghanngettingthere.blogspot.com
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
TOP 10 Learning Questions for
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
TOP 10 Learning Questions for
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)
Source: Marketing Management 13th Ed by Philip Kotler
Wholesaling functions are… (cont’d)
Source: Marketing Management 13th Ed by Philip Kotler
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.
TOP 10 Learning Questions for
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
Reference: Philip Kotler’s Marketing Management, 13th edition
Headline must reinforce the picture.
Reference: Philip Kotler’s Marketing Management, 13th edition
Copy must be engaging.
Reference: Philip Kotler’s Marketing Management, 13th edition
Brand name
prominent
5. All are key components of a print ad, except for …
A. LiteratureB. PictureC. IconD. LightsE. None of the above
TOP 10 Learning Questions for
Ch 19: Managing Personal Communications
Caroline P. Quarte/Rustie FidelApril 2011
http://carolinequarte.blogspot.com/
3. What is the RFM formula for selecting prospects?
http://carolinequarte.blogspot.com/
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).
http://carolinequarte.blogspot.com/
What is not the RFM formula for selecting prospects?
A. RecencyB. FrequencyC. MonetaryD. FunctionalityE. None of the above
TOP 10 Learning Questions for
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
http://louiemarkquizon.blogspot.com
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
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How many test cities?
Which cities?
Most tests use between 2 and 6
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How many test cities?
Which cities?
Must develop selection criteria
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How many test cities?
Which cities?
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Length of test?
What information to collect?
Typically few months to a year
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Length of test?
What information to collect?
Consumer panels, buyer surveys, etc.
http://louiemarkquizon.blogspot.com
What action to take?
Relationship between trial and repurchase rates
http://louiemarkquizon.blogspot.com
Started in Barangay Nalsian, Manaoag Town, Pangasinan
Stocks have already reached Baguio City
Next test: Pilgrims at Manaoag Church
Example: Agtalon Malunggay Ice Cream
TOP 10 Learning Questions for
Tapping into Global Markets 21
Sandel, Lee Aizabel L./Rustie FidelApril 14, 2011
www.leeaizabelsandel.blogspot.com
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
www.leeaizabelsandel.blogspot.com
5 Modes Of Entry IntoForeign Markets
Level of Commitment, Risk, Control, Profit Potential
Indirect Exporting
Direct Exporting
Licensing
Joint venture
Direct Investments
Direct Investment
www.leeaizabelsandel.blogspot.com
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
TOP 10 Learning Questions for
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 ________ .
miralynnserrano.blogspot.com
A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity
FUNCTIONAL ORGANIZATION
is the most COMMON form of
Marketing organization and for
Administrative SIMPLICITY
miralynnserrano.blogspot.com
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
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