Marketing Concepts Review

ATENEO GRADUATE SCHOOL OF BUSINESS

Submitted by: Elainrose Faith Esberto

Date: June 04, 2012

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Question # 1: The following are ways to improve the quality of marketing intelligence except:

A. Train Sales force to scan for new developments

B. Motivate your competitors to share intelligence

C. Utilize customer advisory panelD. Utilize government data resourcesE. Collect Customer Feedback online

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Concept # 1: Improving the quality of marketing intelligence (Ch. 3)

Train Sales force to scan for new developments

Motivate channel members to share intelligence

Network externally Utilize customer advisory panel Utilize government data resources Purchase Information Collect Customer Feedback online

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A. GeographicB. TechnicalC. BehavioralD. PsychographicE. Demographic

Question # 2: The following can be used as a basis in segmenting customer market except:

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Concept # 2: 5 bases in segmenting the customer

market

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Public Blogs and Distributor feedback site

Your own company’s profile Industry Report Financial Statement Hired blogger’s site

Question # 3:Which of the following can be a source of Competitive Information

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Customer Goods & Service Review ForumDistributor Feedback SiteCombination sites offering review & expert

opinionCustomer complaint sitesPublic Blogs

Concept # 3: SOURCES OF COMPETITIVE INFORMATION

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A. VariabilityB. IntangibleC. InseparabilityD. PerishabilityE. Dependability

Question # 4: The following are categories of Services except

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Concept # 4: Categories of Service

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A. RestaurantB. Salon C. Baby Sitting ServiceD. SPAE. Computer Service Center

Question # 5: Which is an example of Hybrid Service Mix?

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Concept# 5: Categories of Service Mix

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Question # 6: Which of the following statements are True?

A. Only statement 1 is trueB. Only statement 2 is trueC. Both statements are trueD. Both statement are false

Statement 1: Hiring good talent and investing on their training is one way

to improve quality control.Statement 2: Investing in good

technologies can improve quality control

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Concept # 6: 3 steps in increasing Quality Control

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Question# 7: The 3 specific worries of a customer are the following except:

A. ReliabilityB. Out of Pocket CostC. DependabilityD. PricesE. None of the above

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Concept # 7: 3 specific worries of a customer

MIDTERM QUESTIONS

Noel F. PaningbatanJune 4, 2012

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All are part of the 5m’s in advertising program development except:

A. MissionsB. MeasurementC. Mobility D. MessageE. Media

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Consider the 5 M’s when developing an advertising program

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Choose which one of these is one of the characteristics of services:

A. IntangibilityB. Irrationality C. Rationality D. VulnerabilityE. Willfully

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Characteristics of Services

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All are types of customer loyalty status except:

A. HardcoreB. Split Loyals C. Shifting Loyals D. SwitchersE. Shifters

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LOYALTY STATUS

Midterm questions

Daiki “Derek” ShimizuAteneo Graduate School of Business

June 4, 2012

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We can target markets below except

A. NichesB. SegmentsC. Local areasD. GroupsE. Individuals

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Four levels of Micromarketing

Segment Niche Local Individual

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We can target markets below except

A. NichesB. SegmentsC. Local areasD. GroupsE. Individuals

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The major segmentation variable for consumer markets is

A. DemographicB. PsychographicC. GeographicD. BehavioralE. All of the above

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Segmenting Consumer Markets are

1. Geographic 2.Demographic 3.Psychographic 4.Behavioral

Segmentation

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The major segmentation variable for consumer markets is

A. DemographicB. PsychographicC. GeographicD. BehavioralE. All of the above

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Market segments must rate on key criteria below except

A. CombinableB. AccessibleC. DifferentiableD. SubstantialE. Actionable

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Market segments must rate on five key criteria:

1. Measurable 2. Substantial 3. Accessible

4. Differentiable 5. Actionable

U V

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Market segments must rate on key criteria below except

A. CombinableB. AccessibleC. DifferentiableD. SubstantialE. Actionable

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Services have four distinctive characteristics except

A. PerishabilityB. IntangibilityC. VariabilityD. AccessibilityE. Inseparability

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Services have four distinctive characteristics

Intangibility Inseparability Variability Perishability

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Services have four distinctive characteristics except

A. PerishabilityB. IntangibilityC. VariabilityD. AccessibilityE. Inseparability

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We can find the determinants of service quality based on

A. AssuranceB. TangiblesC. EmpathyD. ReliabilityE. All of above

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•Reliability •Responsiveness •Assurance

•Empathy •Tangibles

Provide service as promised

Service promptly

Customers feel safe

Individual attention

Modern equipment

Determinants of Service Quality

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We can find the determinants of service quality based on

A. AssuranceB. TangiblesC. EmpathyD. ReliabilityE. All of above