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TOP 10 Learning Questions
Revised Chapter Questions
Ronald Patrick G. Wenceslao
April 29, 2011
rgwenceslao.blogspot.com
TOP 10 Learning Questions for
Chapter 1: Defining Marketing for the 21st Century
Ria Abendan / Ronald Wenceslao
April 2011
6. If you would like an external hard drive
included when you buy a laptop, this is an
example of what type of need?
A. Stated Needs
B. Unstated Needs
C. Real Needs
D. Delight Needs
E. Secret Needs
3
6. The 5 types of customer needs are
stated, unstated, real, secret and _______
needs?
A. Discreet Needs
B. Broadcasted Needs
C. Unreal Needs
D. Delight Needs
E. Exposed Needs
4
There are 5 Types of Consumer
Needs
Stated Needs
Real Needs
Unstated Needs
Delight Needs
Secret Needs
“I want an inexpensive TV.”
Real Needs may underlie the
Stated Needs
Stated Needs
Real Needs
Unstated Needs
Delight Needs
Secret Needs
“I want a TV whose maintenance cost, not initial price, is low (or
zero).”
Unstated needs are expected
already by the customer
Stated Needs
Real Needs
Unstated Needs
Delight Needs
Secret Needs
“I want good service from the manufacturer.”
Delight Needs ask more of the
expected output
Stated Needs
Real Needs
Unstated Needs
Delight Needs
Secret Needs
“I want it to come with a home theater system.”
Secret Needs may not easily be
articulated by the customer
Stated Needs
Real Needs
Unstated Needs
Delight Needs
Secret Needs
“I want my friends to see me as a smart buyer.”
6. The 5 types of customer needs are
stated, unstated, real, secret and _______
needs?
A. Discreet Needs
B. Broadcasted Needs
C. Unreal Needs
D. Delight Needs
E. Exposed Needs
10
10 Questions
Chapter 2: Developing Marketing
Strategies and Plans
Steven Michael Y. Andrada / Ronald Wenceslao
April 15, 2011
www.stevenandrada.blogspot.com
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7. According to Ansof’s product – market
expansion grid, What kind of strategy that
develops new markets for the current
products?
A. Market penetration strategy
B. Product development strategy
C. Market development strategy
D. Diversification strategy
E. None of the above
40/73 www.stevenandrada.blogspot.com
7. According to Ansof’s product, the market
expansion grid, product development strategy
focuses on _____ markets and _____ products?
A. Current, new
B. Current, current
C. New, current
D. New, new
E. None of the above
40/73 www.stevenandrada.blogspot.com
Ansoff’s Product – Market
Expansion Grid
41/73 www.stevenandrada.blogspot.com
Market-penetration
strategy
Product-development
strategy
Market-development
strategy
Diversification
strategy
Current Products New Products
Current
Markets
New
Markets
Source: 13th Edition, Marketing Management, Kotler & Keller
7. According to Ansof’s product, the market
expansion grid, product development strategy
focuses on _____ markets and _____ products?
A. Current, new
B. Current, current
C. New, current
D. New, new
E. None of the above
40/73 www.stevenandrada.blogspot.com
TOP 10 Learning Questions
Ch 3: Gathering Information and
Scanning the Environment
Ma. Katrina S. Avellana / Ronald Wenceslao
April 2011
http://kavellana.blogspot.com
9. Which is NOT a technological
aspect included in shaping the
business landscape?
17 http://kavellana.blogspot.com
A. Pace of change
B. Opportunities for innovation
C. Varying R&D budgets
D. Increased regulation of change
E. Innovation
Environmental Forces Shaping
the Business Landscape
18 http://kavellana.blogspot.com
•Technological
•Pace of change
•Opportunities for innovation
•Varying R&D budgets
•Increased regulation of change
9. Which is NOT a technological
aspect included in shaping the
business landscape?
19 http://kavellana.blogspot.com
A. Pace of change
B. Opportunities for innovation
C. Varying R&D budgets
D. Increased regulation of change
E. Innovation
TOP 10 Learning Questions for
Chapter 4: Conducting
Marketing Research and Forecasting Demand
Megha Behani / Ronald Wenceslao
15th April ’2011
#2: Autonomy, consumer satisfaction,
perceived quality and freedom to fail are ____
A . External marketing metrics
B. Internal marketing metrics
C. Both A and B
D. Either A or B
E. Not a part of marketing metrics
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#2: Willingness to change, autonomy and
freedom to fail are part of ____ ?
A . External marketing metrics
B. Internal marketing metrics
C. Both A and B
D. Either A or B
E. Not a part of marketing metrics
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Concept:
Determine different marketing metrics to help
marketers assess marketing performance.
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EXTERNAL INTERNAL
Market share
Customer Satisfaction
No. of customers
Awareness & commitment of/to goals
Willingness to change
Freedom to fail
Autonomy
#2: Willingness to change, autonomy and
freedom to fail are part of ____ ?
A . External marketing metrics
B. Internal marketing metrics
C. Both A and B
D. Either A or B
E. Not a part of marketing metrics
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TOP 10 Learning Questions for
Chapter 5: Creating Customer
Value, Satisfaction, and Loyalty
Cabunilas, Michelle M. / Ronald
Wenceslao
15 April 2011
http://cabunilasmichelle.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
10. Customer profit rate increase due to
increased purchases, referrals, and price
premiums and _____________.
http://cabunilasmichelle.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
A. In-active Customers
B. Reduced Operating Costs
C. Disqualified Prospects
D. Only A and C
E. None of the Above
10. Customer profit rate increase due to
______, referrals, and price premiums and
reduced operating costs.
http://cabunilasmichelle.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
A. New suppliers
B. Technology
C. Increased purchases
D. Only A and B
E. None of the Above
Concept 10: Customer Dev’t.
Process and Retention
Acquired new customers cost five times more than satisfying and retaining current customers.
Average company loses 10% of its customer each
year.
5% reduction in customer defect rate can increase profits by up to 85%
Customer profit rate increase due to increased
purchases, referrals, and price premiums and reducedd operating costs.
http://cabunilasmichelle.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
10. Customer profit rate increase due to
______, referrals, and price premiums and
reduced operating costs.
http://cabunilasmichelle.blogspot.com
Kotler, Keller, Marketing Management, 13th ed.
A. New suppliers
B. Technology
C. Increased purchases
D. Only A and B
E. None of the Above
TOP 10 Learning Questions for
Ch6: Analyzing Consumer
Markets
Roleigh “Rolly” Tuazon / Ronald
Wenceslao
15 April 2011
5. What does constitute a brand
personality?
A. Durability
B. Excitement
C. Competence
D. All of the above
E. Two of the above
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5. Which of the following does not
constitute brand personality?
A. Durability
B. Excitement
C. Competence
D. Sophistication
E. Sincerity
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Brand Personality
33
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Kotler, Keller. Marketing Management, 13th Edition.
Concept 6:
5. Which of the following does not
constitute brand personality?
A. Durability
B. Excitement
C. Competence
D. Sophistication
E. Sincerity
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5. Which of the following does not
constitute brand personality?
A. Durability
B. Excitement
C. Competence
D. Sophistication
E. Sincerity
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36
3. The following roles are included in a
business buying process?
A. Sellers
B. Suppliers
C. Product
D. All of the above
E. None of the above
37
38
3. The following roles are included in a
business buying process?
A. Sellers
B. Suppliers
C. Product
D. All of the above
E. None of the above
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http://sheilanorturingan.blogspot.com
Chapter 10
Identifying Market Segments &Targets
Sheilanor C. Turingan / Ronald Wenceslao
April 14, 2011
TOP 10 Learning Questions for
41
2. The following are levels of target
marketing, except?
A. Individual
B. Segment
C. Local
D. Niche
E. Mass
http://sheilanorturingan.blogspot.com
42
2. _____ is a level of target marketing
where the needs of the customers are
tailored in trading areas?
A. Individual
B. Segment
C. Local
D. Niche
E. None of the above
http://sheilanorturingan.blogspot.com
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4 Levels of Target Marketing
1. Individual – one-to-one/customized marketing
2. Segment – customers with similar needs
3. Local – tailored to needs of customers in trading areas, neighborhoods
4. Niche – customers with distinct set of needs
http://sheilanorturingan.blogspot.com
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2. _____ is a level of target marketing
where the needs of the customers are
tailored in trading areas?
A. Individual
B. Segment
C. Local
D. Niche
E. None of the above
http://sheilanorturingan.blogspot.com
TOP 10 Learning Questions for
Ch 9: Creating Brand Equity
Soleil Gan / Ronald Wenceslao
April 2011
http://taeyangxinyi.blogspot.com
8. Which of the following is not true?
A. Memorable and meaningful are two of the six brand element choice criteria.
B. Logos and symbols are two of the six brand elements.
C. Alliances and third-party endorsements are secondary sources of brand knowledge.
D. Feelings and information are two types of brand knowledge
E. Presence and bonding are two levels of brand dynamics.
46 http://taeyangxinyi.blogspot.com
8. Which of the following is NOT part
of brand knowledge?
A. Information
B. Images
C. Feelings
D. Thoughts
E. Experiences
47 http://taeyangxinyi.blogspot.com
Information is not part of
brand knowledge
KNOWLEDGE Thoughts
Feelings
Images
Experiences
Beliefs
http://taeyangxinyi.blogspot.com
8. Which of the following is NOT part
of brand knowledge?
A. Information
B. Images
C. Feelings
D. Thoughts
E. Experiences
49 http://taeyangxinyi.blogspot.com
TOP 10 Learning Questions for
Chapter 10
Crafting the Brand Positioning
Pearl Hazelle S. Velasco / Ronald
Wenceslao
April 14, 2011
8. Quality, Feature and style are
examples of…
A. Services Modification
B. Marketing Program Modification
C. Product Modification
D. Market Modification
E. Prices Modification
8. ______ improvement aims at
increasing a product’s esthetic appeal
A. Quality
B. Feature
C. Style
D. Technology
E. None of the above
Product Modification
Quality Improvement – aims at increasing the product’s functional performance.
Feature Improvement – aims in adding new features
such as size, weight, materials, additives, and accessories that expand the product’s performance,
versatility, safety, or convenience.
Style Improvement – aims at increasing the product’s esthetic appeal.
8. ______ improvement aims at
increasing a product’s esthetic appeal
A. Quality
B. Feature
C. Style
D. Technology
E. None of the above
TOP 10 Learning Concepts for
Chapter 11:
Dealing with Competition
Lady Charmayne Hao /
Ronald Wenceslao
April 2011
8. Which of the following is
true?
a. An imitator takes the leader’s product and adapts or improves them.
b. A cloner emulates the leader’s products, name, and packaging but is costs less than the leader’s product.
c. An adapter duplicates the leader’s product and packages and sells it to the black market.
d. A cloner copies some aspects of the leader’s products but maintains a few differentiation.
e. None of the above
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8. What market follower strategy
adapts or improves the leader’s
products?
a. Counterfeiter
b. Cloner
c. Adapter
d. Imitator
e. None of the above
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“CLONER” emulates the leader’s
products with slight variations
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What?
How?
Product, name, and packaging are almost identical but cost less than the leader’s product!
8. What market follower strategy
adapts or improves the leader’s
products?
a. Counterfeiter
b. Cloner
c. Adapter
d. Imitator
e. None of the above
59
TOP 10 Learning Questions for
Setting Product Strategy #28
Ivy Villamor / Ronald Wenceslao
April 14, 2011
A Downloadable Template
For use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria
6. Which of the following does not fall
under “Service Differentiation?
A. Ordering ease
B. Conformance
C. Installation
D. Returns
E. All of the above
61
6. Which of the following does not fall
under “Service Differentiation?
A. Ordering ease
B. Customer training
C. Installation
D. None of the above
E. All of the above
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Concept 10: Service
Differentiation
Ordering ease : call PLDT hotline
Delivery : 1 day installation
Installation : free installation
Customer training : upon installation
Customer consulting : thru 24/7 hotline and Customer Service
Maintenance & repair: thru 24/7 hotline and Customer Service
Returns : warranty coverage, returnable for defects
http://www.slideshare.net/ivyvillamor
6. Which of the following does not fall
under “Service Differentiation?
A. Ordering ease
B. Customer training
C. Installation
D. None of the above
E. All of the above
64
TOP 10 Learning Questions for
Ch 14 Developing Pricing Strategies and Programs
Zaragoza / Wenceslao
April 15, 2011
meghanngettingthere.blogspot.com
1. Consumers use PRICE as an
indicator of _____________.
A. Product Comparability
B. Product Quantity
C. Product Superiority
D. Product Quality
E. None of the Above
66 meghanngettingthere.blogspot.com
1. Consumers arrive at Price
Perceptions via 4 Key Points EXCEPT
A. Reference Prices
B. Price – Quality Inferences
C. Price Endings
D. Price increase
E. Price Ques
67 meghanngettingthere.blogspot.com
Consumers arrive at Price
Perceptions via 4 Key Points
meghanngettingthere.blogspot.com
Reference Prices
Price – quality Inferences
Price Endings
Price Cues
1. Consumers arrive at Price
Perceptions via 4 Key Points EXCEPT
A. Reference Prices
B. Price – Quality Inferences
C. Price Endings
D. Price increase
E. Price Ques
69 meghanngettingthere.blogspot.com
TOP 10 Learning Questions for
Chapter 16 – Managing Retailing, Wholesaling, and
Logistics
Joseph Gabriel N. Morales
Ronald Wenceslao
April 14, 2011
Which of the following does not fall
under “Levels of Service”?
A. Self-Service
B. Self-Selection
C. Limited Service
D. Full Service
E. Personal Service
71
Question 1
This levels of service is where the customer
chooses from a given selection.
A. Self-Service
B. Self-Selection
C. Limited Service
D. Full Service
E. None of the above
72
Question 1
Levels of Service
73
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 purchase Source: Marketing Management 13th Ed by Philip Kotler
This levels of service is where the customer
chooses from a given selection.
A. Self-Service
B. Self-Selection
C. Limited Service
D. Full Service
E. None of the above
74
Question 1
Chapter 17 Designing and
Managing Integrated Marketing
Yang Zhao / Wenceslao April. 2011
http://zhaointote.blogspot.com/
TOP 10 Learning Question for
1.How many modes of marketing
communication mix?
A. 2
B. 4
C. 6
D. 8
E. 10
http://zhaointote.blogspot.com/
1.What model of the marketing communication mix
deals with face-to-face interactions with one or
more prospective purchasers?
A. Interactive Marketing
B. Direct Marketing
C. Word of Mouth Marketing
D. Personal Selling
E. None of the above
http://zhaointote.blogspot.com/
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. http://zhaointote.blogspot.com/
1.What model of the marketing communication mix
deals with face-to-face interactions with one or
more prospective purchasers?
A. Interactive Marketing
B. Direct Marketing
C. Word of Mouth Marketing
D. Personal Selling
E. None of the above
http://zhaointote.blogspot.com/
TOP 10 Learning Questions for
Ch18: Managing Mass Communications
Ira A. Ong
Ronald Wenceslao
April 2011
1. Which of the 5Ms refers to
the evaluation of advertising
impact on sales?
A. Money
B. Mission
C. Media
D. Message
E. None of the above
1. Which of the 5Ms refers to
the evaluation of advertising
impact on sales?
A. Money
B. Measurement
C. Media
D. Message
E. None of the above
How do we evaluate the
results?
Measurement
Sales Impact Communication Impact
1. Which of the 5Ms refers to
the evaluation of advertising
impact on sales?
A. Money
B. Measurement
C. Media
D. Message
E. None of the above
TOP 10 Learning Questions for
Ch 19: Managing Personal
Communications
Caroline P. Quarte
Ronald Wenceslao
April 2011
http://carolinequarte.blogspot.com/
4. Which of the following is
true?
http://carolinequarte.blogspot.com/
Question
A. Personal marketing refers to the use of the
Internet to reach customers.
B. Direct marketing refers to the use of the Internet to reach customers.
C. Interactive marketing refers to the use of the
Internet to reach customers.
D. Social marketing refers to the use of the Internet
to reach customers.
4. _____ marketing refers to the
use of the Internet to reach
customers?
http://carolinequarte.blogspot.com/
Question
A. Personal
B. Direct
C. Interactive
D. Social marketing
E. None of the above
Interactive marketing is the use of Internet
to reach customers. It provides marketers
and consumers with opportunities for greater
interaction and individualization
http://carolinequarte.blogspot.com/
4. _____ marketing refers to the
use of the Internet to reach
customers?
http://carolinequarte.blogspot.com/
Question
A. Personal
B. Direct
C. Interactive
D. Social marketing
E. None of the above
TOP 10 Learning Questions for
Chapter 20 Introducing New
Market Offerings
Louie Mark Quizon
Ronald Wenceslao
April 15, 2011
http://louiemarkquizon.blogspot.com
7. ________ is an individual’s
decision to become a regular
user of the product
A. Awareness
B. Interest
C. Evaluation
D. Trial
E. Adoption
91 http://louiemarkquizon.blogspot.com
7. ________ is when the consumer is
stimulated to seek information about
the innovation
A. Awareness
B. Interest
C. Evaluation
D. Trial
E. Adoption
92 http://louiemarkquizon.blogspot.com
93 http://louiemarkquizon.blogspot.com
Awareness
Interest
Evaluation
Trial
Adoption
The consumer is stimulated to
seek information about the
innovation
7. ________ is when the consumer is
stimulated to seek information about
the innovation
A. Awareness
B. Interest
C. Evaluation
D. Trial
E. Adoption
94 http://louiemarkquizon.blogspot.com
TOP 10 Learning Questions for
Tapping into Global Markets 21
Sandel, Lee Aizabel L.
Ronald Wenceslao
April 14, 2011
www.leeaizabelsandel.blogspot.com
2. NAFTA is an acronym for
____________.
A. North American Foreign Trade Association
B. North American Foreign Trade Agreement
C. North American Free Trade Association
D. North American Free Trade Agreement
E. None of the above.
96 www.leeaizabelsandel.blogspot.com
2. The following are examples of
Regional Free Trade Zones EXCEPT
for:
A. APEC
B. NAFTA
C. UFC
D. European Union
E. ASEAN
97 www.leeaizabelsandel.blogspot.com
Regional Free Trade Zones
98 www.leeaizabelsandel.blogspot.com
European Union NAFTA
MERCOSUL APEC ASEAN
2. The following are examples of
Regional Free Trade Zones EXCEPT
for:
A. APEC
B. NAFTA
C. UFC
D. European Union
E. ASEAN
99 www.leeaizabelsandel.blogspot.com
TOP 10 Learning Questions for
Chapter 22: Managing A Holistic Marketing Organization For The
Long Run
Mira Lynn Serrano
Ronald Wenceslao
April 14, 2011
miralynnserrano.blogspot.com
6. The following are different types
of Marketing Control, except:
A. Annual Plan Control
B. Efficiency Control
C. Cost Control
D. Profitability Control
E. Strategic Control
101 miralynnserrano.blogspot.com
6. Which marketing control
examines whether the PLANNED
RESULTS are achieved is ______.
A. Annual Plan Control
B. Efficiency Control
C. Strategic Control
D. Profitability Control
E. None of the above
102 miralynnserrano.blogspot.com
103 miralynnserrano.blogspot.com
Different Types of
MARKETING CONTROL
• Top management
• Middle management
Annual Plan control
• Marketing controller Profitability
control
• Line and Staff management
• Marketing controller
Efficiency control
• Top management
• Marketing Auditor
Strategic control
To examine whether the PLANNED RESULTS are
being achieved
6. Which marketing control
examines whether the PLANNED
RESULTS are achieved is ______.
A. Annual Plan Control
B. Efficiency Control
C. Strategic Control
D. Profitability Control
E. None of the above
104 miralynnserrano.blogspot.com