improving of questions abendan

10 Questions

Chapter 2: Developing MarketingStrategies and Plans

Steven Michael Y. Andrada / Ria AbendanApril 15, 2011

www.stevenandrada.blogspot.com1/73

7. According to Ansof’s product – market expansion grid, What kind of strategy that develops new markets for the current products?

A. Market penetration strategyB. Product development strategyC. Market development strategyD. Diversification strategyE. None of the above

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If Boy Bawang decides to tap airlines (new market) in selling their products (current products) , this is an example of:

Ansoff’s Product – Market Expansion Grid


Market-penetrationstrategy

Product-developmentstrategy

Market-developmentstrategy

Diversificationstrategy

Current Products New Products

Current Markets

NewMarkets

Source: 13th Edition, Marketing Management, Kotler & Keller

Gain market share with current products in the current market








Current Markets

NewMarkets

Question 7:


Develop new products of potential interest to the current markets








Current Markets

NewMarkets

Question 7:


Develop new markets for the current products








Current Markets

NewMarkets

Question 7:


Develop new products to the new markets








Current Markets

NewMarkets

Question 7:


Examples


Question 7:

Macbook Pro Iphone

Ipad Ipod

If Boy Bawang decides to tap airlines (new market) in selling their products (current products) , this is an example of:


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TOP 10 Learning Questions for

(Chapter 2 Developing Marketing Strategies and

Plans)

Sue Ann Silubrico / Ria AbendanApril 15, 2011

http://suesilubrico.blogspot.com/

2. _______,_______ and _____ are Porter’s 3 Generic Strategies.

A. Promotional, Logistics and PricingB. Planning, Implementing and ControllingC. Overall cost leadership, Differentiation

and FocusD. Customer intimacy, Operational Excellence

and Product leadershipE. None of the above

12http://suesilubrico.blogspot.com/

Answer

_______,_______ and _____ are Porter’s 3 Generic Strategies.

A. Product leadership, Operational Efficiency, and Customer Intimacy

B. Product leadership, Operational Effectiveness and Customer Intimacy

C. Cost leadership, Differentiation and FocusD. Cost leadership, Diversification and FocusE. None of the above

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Porter’s Generic Strategies

8

Overall cost LeadershipOverall cost Leadership

DifferentiationDifferentiation

FocusFocus

http://suesilubrico.blogspot.com/http://suesilubrico.blogspot.com/

Reference : Philip Kotler’s Marketing Management 13th Edition

What is Overall Cost Leadership?

Company seeks to gain greater market share To increase their sales To have lower prices than the competition

9http://suesilubrico.blogspot.com/http://suesilubrico.blogspot.com/


Explanation of Concept

What is Differentiation?

Product or service that offers unique attributes. Valued by customers Competitive advantage based on products or service.




What is Focus?

Concentrates on meeting specialized needs of its customers Focus on specific customers or markets




_______,_______ and _____ are Porter’s 3 Generic Strategies.

A. Product leadership, Operational Efficiency, and Customer Intimacy

B. Product leadership, Operational Effectiveness and Customer Intimacy

C. Cost leadership, Differentiation and FocusD. Cost leadership, Diversification and FocusE. None of the above

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TOP 10 Learning Questions

Ch 3: Gathering Information and Scanning the Environment

Ma. Katrina S. Avellana / Ria Abendan

April 2011

http://kavellana.blogspot.com

1. Marketing Information System (MIS) consists of the following except:

20http://kavellana.blogspot.com

A. People

B. Equipment

C. Information

D. Procedures

E. All of the above

A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers

21

A. People, Systems, and Company Policies

B. People, Assets, and Processes

C. People, Equipment, and Procedures

D. People, Infrastructure, and Policies

E. All of the above

Improved Question

Marketing Information System (MIS)

22http://kavellana.blogspot.com

•Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute

needed, timely and accurate information to marketing decision makers.

23

A. People, Systems, and Company Policies

B. People, Assets, and Processes

C. People, Equipment, and Procedures

D. People, Infrastructure, and Policies

E. All of the above

A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers

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Chapter 4: Conducting Marketing Research and

Forecasting Demand

Megha Behani / Ria Abendan

15th April ’2011

#4: ____ is the set of consumers who have interest and access to a market offer.

A. Potential marketB. Available marketC. Target marketD. Penetrated marketE. None of the above

25

If I have interest and access to your specific market offer, I’m part of your:


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Concept :What are the measures of market demand?

27

Potential Market

Target Market

Penetrated Market

Available Market

consumers having interest,income and access

consumers buying company’s product!

qualified available market company decides to pursue

consumers professing sufficient level of interest

Target Market: 90 Mn mobile phone users in prepaid loading business, up to P1.2B texts sent per day!

28

3 main networks

targeting the mass market!

Penetrated market: Hapee Toothpaste" - Philippine-Made, World Class: Pedro's Faith Leads to Success!

29

Penetrated market by challenging the foreign brand!

Available market: People belonging to different income group can assess the supermarkets…

30

Available market:Supermarket!!!

Potential market: Philippines -Potential retirement destination!

31

Is Philippine a potential market asretirement destination??

If I have interest and access to your specific market offer, I’m part of your:


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Creating Customer Value, Satisfaction & Loyalty and Ch 5

Joan Soliven / Ria AbendanApril 15, 2011

http://joansoliven.blogspot.com/

3. It is the feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.

A. Customer SatisfactionB. Customer LoyaltyC. Customer Perceived ValueD. Customer Retention E. Customer Survey


If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of:

A. Customer Perceived ValueB. Customer SatisfactionC. Customer DissonanceD. Customer Retention E. Customer Regret

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Customer SatisfactionThe feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.


Characteristics of Highly Satisfied customers

Stays loyal longer

Buys more

Upgrades existing product

Talks favorably

to others

Pay less attention to competing brands

Less sensitive to price Offers product and

service idea

Source: Marketing Management 13th Edition by Philip Kotler

If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of:

A. Customer Perceived ValueB. Customer SatisfactionC. Customer DissonanceD. Customer Retention E. Customer Regret

Improved Question

39

Analyzing Consumer Markets

Rustie M. Fidel / Ria AbendanApril 15, 2011

Top 10 Learning Questions for Chapter 06 :

http://rustie27.blogspot.com/

8. _____________ is a term that refers to the tendency of people to interpret information in a way that will support what they already believe.

A. Selective AttentionB. Selective DistortionC. Selective RetentionD. Subliminal PerceptionE. None of the Above

http://rustie27.blogspot.com/http://rustie27.blogspot.com/

_____________ is a term that refers to the tendency of people to interpret information in a way that will support what they already believe.

A. Selective AssociationB. Selective DistortionC. Selective RetentionD. Selective BeliefE. None of the Above

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Concept # 8

Perception

Selective Attention

Selection Retention

Subliminal Perception

Selective Distortion

http://rustie27.blogspot.com/http://rustie27.blogspot.com/

_____________ is a term that refers to the tendency of people to interpret information in a way that will support what they already believe.

A. Selective AssociationB. Selective DistortionC. Selective RetentionD. Selective BeliefE. None of the Above

http://rustie27.blogspot.com/

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Ch6: Analyzing Consumer Markets

Roleigh “Rolly” Tuazon / Ria Abendan

15 April 2011

2. What three views affect one’s culture? (Slide 5)

A. View of Self, Relationship to others, Relationship to children

B. View of Self, Relationship to God, Rituals

C. Relationship to others, Social taboos, View of Self

D. View of Self, relationship to others, Rituals

E. None of the above.

45

What three views affect one’s culture?

1) View of Self 2) Relationship with others3) Relationship with God 4) Rituals

A. 1, 2 & 3B. 2, 3 & 4C. 1, 3 & 4D. 1, 2 & 4E. None of the above

46

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Cultural Factors

47

Cultural

View of self

Relationship to others

Rituals

Kotler, Keller. Marketing Management, 13th Edition.

Concept 1:

These affect one’s culture:

48

Cultural

View of self

Relationship to others

Rituals

Kotler, Keller. Marketing Management, 13th Edition.

Concept 1:

What three views affect one’s culture?

1) View of Self 2) Relationship with others3) Relationship with God 4) Rituals

A. 1, 2 & 3B. 2, 3 & 4C. 1, 3 & 4D. 1, 2 & 4E. None of the above

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50

http://sheilanorturingan.blogspot.com

Chapter 8Identifying Market Segments

&Targets

Sheilanor C. Turingan / Ria Abendan

April 14, 2011


51

5. Which of the ff statements is true:

A. The key to consumer market segmentation is recognizing customer differences.

B. Behavioral segmentation divides buyers based on traits, values or lifestyle.

C. Psychographic variables include religion, education, race and social class.

D. Demographic variables are seldom associated with consumer needs and wants.

E. All of the above


52

The key to consumer market segmentation is:

A. Understanding customer behaviorB. Recognizing customer differencesC. Identifying customer segmentsD. Defeating competition with mass

marketersE. Implementing niche marketing

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53


Geographic

by continent

by country

by region

Psychographic

lifestyle activities

by cities

Bases for segmenting consumer markets:

54

The key to consumer market segmentation is:

A. Understanding customer behaviorB. Recognizing customer differencesC. Identifying customer segmentsD. Defeating competition with mass

marketersE. Implementing niche marketing

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TOP 10 Questions for

Chapter 10:

Crafting the Brand Positioning

Anna Katrina L. Guray / Ria Abendan

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

1. _______ are associations/benefits that can be shared with other brands.

a. Points-of-Parityb. Points-of-Differencec. Brand Imaged. Brand Concepte. Points-of-Value

56

________are associations that are not necessarily unique to the brand but may be shared with other brands.

a. Points-of-Differenceb. Points-of-Positioningc. Points-of-Parityd. Points-of-Associationse. Points-of-Value

57

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POPs are POINTS-OF-PARITY

Concept 1: POPs

+ =

= + +

http://annaguray06.blogspot.com

________are associations that are not necessarily unique to the brand but may be shared with other brands.

a. Points-of-Differenceb. Points-of-Positioningc. Points-of-Parityd. Points-of-Associationse. Points-of-Value

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TOP 10 Learning Concepts for

Chapter 11:

Dealing with Competition

Lady Charmayne Hao / Ria AbendanApril 2011

7. The following are specific attack strategies for competition except

a. Product Launchb. Lower priced goodsc. Product Discountsd. Product Innovatione. Value priced goods

61

The following are specific attack strategies for competition except

a. Product Innovation, Prestige Goods, Value-priced Goods

b. Intensive Advertising Promotions, Distribution Innovation, Lower-priced Goods

c. Product Launch, Improved Technology, Manufacturing Risk-Reduction

d. Product Proliferation, Prestige Goods, Improved Service

e. None of the Above62

Improved Question

Determine specific attack strategies for effective competition.

63

Lower Priced Goods

Product DiscountsPrestige Goods

Product InnovationImproved Service

Distribution Innovation

Intensive Advertising Promotion

Manufacturing –CostReductionProduct Proliferation

Value-priced Goods

Determine specific attack strategies for effective competition.

64

Lower Priced Goods

Product DiscountsPrestige Goods

Product InnovationImproved Service

Distribution Innovation

Intensive Advertising Promotion

Manufacturing –CostReductionProduct Proliferation

Value-priced Goods

The following are specific attack strategies for competition except

a. Product Innovation, Prestige Goods, Value-priced Goods

b. Intensive Advertising Promotions, Distribution Innovation, Lower-priced Goods

c. Product Launch, Improved Technology, Manufacturing Risk-Reduction

d. Product Proliferation, Prestige Goods, Improved Service

e. None of the Above65

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Setting Product Strategy #12

Ivy Villamor / Ria AbendanApril 14, 2011

2. Which of the items below is a basic component of an attractive market offering to customers?

A. Product line Up-Market StretchB. Services Mixes & QualityC. Core benefitD. Percentage contribution to Sales and

ProfitsE. All of the above

67

Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________.

A. Process Efficiency & QualityB. Operational Efficiency & QualityC. Product Excellence & QualityD. Customer Experience & QualityE. Value-Based Prices

68Improved Question

Value-based prices

Attractiveness of the

Market Offering

Product Features & Quality

Services Mix & Quality

Customers always judge market offering on three basic elements

Concept 1: WOW Customer by Satisfying the 3 Components of Market Offering…

Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________.

A. Process Efficiency & QualityB. Operational Efficiency & QualityC. Product Excellence & QualityD. Customer Experience & QualityE. Value-Based Prices

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TOP 10 Learning Questions

Ch 13 Designing and Managing Services

Ronald Patrick G. Wenceslao / Ria AbendanApril 2011

rgwenceslao.blogspot.com

4

10. In developing brand strategies, one should do ________?

A. Devise brand strategyB. Establish image dimensionsC.Choose brand elementsD.All of the aboveE. None of the above

4

In developing brand strategies, marketers should devise the brand strategy, choose the brand elements, and establish the ___________.

A. Image ModelB. Image DimensionsC. Image AssociationD. Image ClassificationE. None of the above

Improved Question

13

10. Developing Brand Strategies for Services

Choosing Brand Elements

Establishing Image Dimensions

Devising Brand Strategy

4

In developing brand strategies, marketers should devise the brand strategy, choose the brand elements, and establish the ___________.

A. Image ModelB. Image DimensionsC. Image AssociationD. Image ClassificationE. None of the above

Improved Question


Ch 14 Developing Pricing Strategies and Programs

Zaragoza / Abendan

April 15, 2011

meghanngettingthere.blogspot.com

5. Which of the following is NOT a goal of companies in positioning their market offering?

77meghanngettingthere.blogspot.com

A. Greatest Market ShareB. Product-quality LeadershipC. Largest Market SkimmingD. Product-price LeadershipE. Maximum Current Profit

Included in the 5 major pricing objectives are:

78

A. Maximum Market Share & Maximum Current Profit

B. Survival and Product-Quality Leadership

C. Partial Cost Recovery and Maximum Market Skimming

D. Survival and Product-Quality Leadership

E. All of the above

Improved Question

Setting PriceSTEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING


From Philip Kotler’s, Marketing

Management, 13th Edition

The price set by the company helps them achieve their GOAL in the MARKET. Setting the RIGHT PRICE allows a company to adjust its production to make them an industry leader.


From Philip Kotler’s, Marketing

Management, 13th Edition

Included in the 5 major pricing objectives are:

81

A. Maximum Market Share & Maximum Current Profit

B. Survival and Product-Quality Leadership

C. Partial Cost Recovery and Maximum Market Skimming

D. Survival and Product-Quality Leadership

E. All of the above

Improved Question

Chapter 17 Designing and Managing Integrated Marketing

Yang Zhao / Ria Abendan

Apr. 5.2011

http://zhaointote.blogspot.com/

How many models of marketing communication mix?

A. 2B. 4C. 6D. 8E. 10


The following are examples of models of marketing communications EXCEPT:

A. Events and experiencesB. Word of MouthC. Personal SellingD. Feedback ControlE. Advertising

Improved Question

Models of Marketing Communications

Direct marketin

g

Word of mouth

Advertising

Sales promotio

n

PRs & Publicity

Interactive

Marketing

Personal Selling

Events and

experiences

Marketing Communication mix (8 major models of Communication)

Advertising Any paid form of non-personal and promotion of ideas, goods, or services by an

identified sponsor.

Sales Promotion A variety of short-term incentives to encourage trial or purchase of a product or

service

Events and experience Company-sponsored activities and programs designed to create daily or special

brand-related interactions

Public relations and publicity A program designed to promote or protect a company's image or its individual

products


Marketing Communication mix (8 major models of Communication)


Direct Marketing User of mail, Tel, fax, e-mail, or Internet to communicate directly

with or solicit response or dialogue from specific, customers and prospects.

Interactive Marketing Online activities and programs designed to engaged customers or

prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services

Word- of - Mouth Marketing People-to-people oral, written, or electronic communications that related to

merits or experiences of purchasing or using products or services.

Personal Selling Face-to-face interaction with one or more prospective purchasers for the

purpose of making presentations, answering questions, and procuring orders.

The following are examples of models of marketing communications EXCEPT:

A. Events and experiencesB. Word of MouthC. Personal SellingD. Feedback ControlE. Advertising

Improved Question


Chapter 16 – Managing Retailing, Wholesaling,

and Logistics

Joseph Gabriel N. Morales / Ria Abendan

April 14, 2011

Which of the following does not fall under “Levels of Service”?

A. Self-ServiceB. Self-SelectionC. Limited ServiceD. Full ServiceE. Personal Service

90

Question 1


A. Self-ServiceB. Personal ServiceC. Limited ServiceD. A and BE. B and C

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Levels of Service

92

Source: Marketing Management 13th Ed by Philip Kotler

Levels of Service

93

Self-Service Customer serves himself (getting slurpee,

hotdog sandwich, soda) Self-Selection

Customer chooses from given selection Limited Service

Provides service to a certain extent Full Service

Provides service from start to end of purchaseSource: Marketing Management 13th Ed by Philip

Kotler


A. Self-ServiceB. Personal ServiceC. Limited ServiceD. A and BE. B and C

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Ch18: Managing Mass Communications

Ira A. Ong / Ria AbendanApril 2011

1. Which of the 5Ms refers to the evaluation of advertising impact on sales?

A. MoneyB. MissionC. MediaD. MessageE. None of the above

The 5Ms in developing an advertising program are money, mission, media, ________, and ________

A. Mechanics and ModelB. Measurement and MessageC. Measurement and MechanicsD. Market Channel and ModelE. Mechanics and Market Channel

Improved Question

In developing an advertising program, remember 5M’s!

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

It helps to answer the following questions…

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

How do we evaluate the results?

Sales Impact Communication Impact

The 5Ms in developing an advertising program are money, mission, media, ________, and ________

A. Mechanics and ModelB. Measurement and MessageC. Measurement and MechanicsD. Market Channel and ModelE. Mechanics and Market Channel

Improved Question


Chapter 18 Managing Mass Communications

Francis Benson C. Hugo / Ria Abendan

April 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

103http://ph.linkedin.com/in/francisbensoncabehugo

This advertising objective aims to stimulate repeat purchase of products:

A. Repeat advertisingB. Consistent advertisingC. Reminder advertisingD. Reinforcement advertisingE. None of the above

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Improved Question

Classification of advertising objectives according to their aim:

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

This advertising objective aims to stimulate repeat purchase of products:

A. Repeat advertisingB. Consistent advertisingC. Reminder advertisingD. Reinforcement advertisingE. None of the above

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Chapter 20 Introducing New Market Offerings

Louie Mark Quizon / Ria Abendan

April 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

109http://louiemarkquizon.blogspot.com

If I decide to become a regular user of Product X, I am in what stage?

A. PurchaseB. RetentionC. LoyaltyD. AdoptionE. None of the above

110

Improved Question


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


Example: Juan’s adoption of Mang Inasal


Juan becomes aware of this new restaurant that serves Chicken Inasal at a low price…


The low price and the unlimited rice intrigues him to seek more information…


He contemplates on whether he will try the product…


He tries the product to feed his curiousness…


Juan likes Mang Inasal very much! He then decides to go there every Friday.

If I decide to become a regular user of Product X, I am in what stage?

A. PurchaseB. RetentionC. LoyaltyD. AdoptionE. None of the above

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Tapping into Global Markets 21

Sandel, Lee Aizabel L. / Ria AbendanApril 14, 2011

www.leeaizabelsandel.blogspot.com

126www.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

127


A. Product DiscoveryB. Product InventionC. Product ConceptualizationD. Product Market Testing E. Product Integration

Improved Question

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.

130


A. Product DiscoveryB. Product InventionC. Product ConceptualizationD. Product Market Testing E. Product Integration

Improved Question


Chapter 22: Managing A Holistic Marketing

Organization For The Long Run

Mira Lynn Serrano / Ria Abendan

April 14, 2011

miralynnserrano.blogspot.com

A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity

132miralynnserrano.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. Geographic OrganizationB. Market-Management OrganizationC. Brand-Management OrganizationD. Creative OrganizationE. Functional Organization

133

What is the most common form of marketing organization, one that ensures administrative simplicity?

Improved Question

FUNCTIONAL ORGANIZATION


is the most COMMON form of

Marketing organization and for

Administrative SIMPLICITY

Effective Internal Marketing using

FUNCTIONAL ORGANIZATION


Marketing Vice President

Consists of FINGERS

as Specialists or

Managers with

different Functions

A. Geographic OrganizationB. Market-Management OrganizationC. Brand-Management OrganizationD. Creative OrganizationE. Functional Organization

136

What is the most common form of marketing organization, one that ensures administrative simplicity?

Improved Question

improving of questions abendan

Business

products current products

kind of strategy

airlines new market

new products of potential

greater market share

focus cost leadership

marketing strategies

marketing informatio