20 improved quistions for midterm

TOP 10 Learning Questions for

Chapter 1: Defining Marketing for the 21st

Century

Ria Abendan/ Yang ZhaoApril 2011

4. Value is the sum of customers’ perceived _______ and _______.

A. Expectation and benefitB. Share of mind and equityC. Image and equityD. Equity and costE. Cost and benefit

2

Marketing can be summed up as ...

… meeting needs profitably … identifying needs profitably … meeting needs consistently … identifying needs consistently … all of the above

Improve the question

Value and Satisfaction are important concepts in Marketing

• Value = sum of customers’ perceived benefits and costs

• Combination of the customer value triad (QSP)

VALUE

QUALITY

SERVICE PRICE


eBay recognized people's need to locate items that they desired most

eBay created an online auction website that is today number one in the online market


… meeting needs profitably … identifying needs profitably … meeting needs consistently … identifying needs consistently … all of the above


Chapter 1: Defining Marketing for the 21st

Century

Ria Abendan/ Yang ZhaoApril 2011

10 Questions

Chapter 2: Developing MarketingStrategies and Plans

Steven Michael Y. Andrada/Yang Zhao

April 15, 2011

www.stevenandrada.blogspot.com1/73

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

25/73www.stevenandrada.blogspot.com

What exactly is Market Sensing Process?

Gathering market intelligence

Disseminating within the organization

Acting on the formation



Core Business Process


Researching, developing & launching a product


Question 3:

Defining target markets & prospecting for new customers



Question 3:

Building deeper understanding, relationship & offerings



Question 3:

Receiving & approving orders, shipping goods & collecting payment



Question 3:



① Gathering market intelligence

Schedule time to walk the Show floor, attend seminars and networking events. These are opportunities to learn as much as you can about all aspects of the state of the field and to incorporate the insights you discover into your on-going business plan.


Market Sensing

② disseminating within the organization


Market Sensing

③ acting on the formation


All activities in gathering market intelligence, disseminating

within the organization, and acting on the formation.

10 Questions

Chapter 2: Developing MarketingStrategies and Plans

Steven Michael Y. Andrada/Yang Zhao

April 15, 2011

www.stevenandrada.blogspot.com1/73

TOP 10 Learning Questions

Ch 3: Gathering Information and Scanning the Environment

Ma. Katrina S. Avellana/ Yang ZhaoApril 2011

http://kavellana.blogspot.com

6. One of the emerging trends in the business sector is an increase in _____ sector activity

22http://kavellana.blogspot.com

A. Private

B. Public

C. Same

D. International

E. None of the above

____ sector's activities increased is one of the emerging trends in the business sector.

A. Private

B. Public

C. Same

D. International

E. None of the above



•Increases in public-sector activity

Some Emerging Business Trends

Some Emerging Business Trends


•Changes in consumer landscape

A. Private

B. Public

C. Same

D. International

E. None of the

above

____ sector's activities increased is one of the emerging trends in the business sector.


Ch 3: Gathering Information and Scanning the Environment

Ma. Katrina S. Avellana/Yang ZhaoApril 2011

http://kavellana.blogspot.com


Chapter 4: Conducting Marketing Research and

Forecasting Demand

Megha Behani/ Yang Zhao15th April ’2011

#3: Which amongst the following contact methods is the most versatile and require more administrative planning and supervision?

A. Telephone interviewB. Online InterviewC. Personal InterviewD. Mail QuestionnaireE. Both A and B

29

When we do a personal interview, what kind of requirements person would be asking?


Personal Interview is the most expensive versatile method and requires higher supervision

Arranged interviews:Based on an appointment and incentives Intercept interviews:Based on quick , on the spot interviews

31

Concept:what are the Contact Methods to reach the desired customers?

Mail Questionnaire

Telephonic Interview

Personal Interview

Online Interview

32

Types of marketing demand

1. Negative Demand People have a negative demand for Vaccination, Dental work, Vasectomies.

2. No Demands People have no demand for Farmers may not be interested in new farming methods. 3. Latent Demand harmless cigarettes, Safer neighborhood. More fuel efficient cars.

Types of marketing demand

4. Declining Demand 5. Irregular Demand 6. Full Demand

7. Overfull Demands

8. Unwholesome Demand


Chapter 4: Conducting Marketing Research and

Forecasting Demand

By: Megha Behani/Yang Zhao 15th April ‘2011

Main Source: Kotler, Philip and Keller, LaneMarketing Management,13th edition

35


Creating Customer Value, Satisfaction & Loyalty and Ch 5

Joan Soliven/ Yang ZhaoApril 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


What kind of customers can be loyal customers, how to define?

Emotional loyalty the concept of enterprise customers, behavior and visual image of the high degree of recognition and satisfaction; Behavioral loyalty customer again when the enterprise consumer products and services of repeat purchase behavior; Sense of loyalty to make the enterprise's products and services of the future consumption intentions.


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

Customer Loyalty

Emotional loyalty the concept of enterprise customers, behavior and visual image of the high degree of recognition and satisfaction; Behavioral loyalty customer again when the enterprise consumer products and services of repeat purchase behavior; Sense of loyalty to make the enterprise's products and services of the future consumption intentions.

Four Types of Marketing Activities to Improve Loyalty and Retention

Interacting with Customers1. Being a customer advocate by listening to customers and

understanding their point of view

Developing Loyalty Programs2. Helps build long-term loyalty with high customer lifetime value

(CLV), creating cross-selling opportunities in the process

Personalizing Marketing 3. Create strong bonds with customers by individualizing and

personalizing relationships

Creating Institutional Ties4. Customers are less inclined to switch to another supplier when this

would involve high capital costs or the loss of loyalty discounts


Creating Customer Value, Satisfaction & Loyalty and Ch 5

Joan Soliven/ Yang ZhaoApril 15, 2011



Ch6: Analyzing Consumer Markets

Roleigh “Rolly” Tuazon /Yang Zhao15 April 2011

1. What three factors influence consumer behavior?

A. Educational, Emotional, Cultural B. Physical, Emotional, Cultural C. Cultural, Personal, Physical D. Cultural, Social, Personal E. None of the Above

45

A girl who wants to but LV bag. She compared the bag with different shop and filtered out the higher price, to pay attention the lower price. which of the following belongs to this perception?

A. Selective Attention

B. Selective Interest

C. Selective Distortion

D. Selective Retention

E. Subliminal Perception


Factors Influencing Consumer Behavior

47

Three Factors:

Cultural

Social

Personal

Concept 1:

Factors Influencing Consumer Behavior

48

These factors affect consumer behavior:

Cultural

Social

Personal

Concept 1:


Perception

A. Selective Attention – the tendency of a consumer to pay attention only to messages that address a need or interest screening out other irrelevant information.

B. Selective Distortion – is the tendency to interpret information in a way that fits our preconceptions.

C. Selective Retention – consumers likely to remember good points about a product they like and forget good points about competing products.

D. Subliminal Perception – suggests that peoples' thoughts, feelings and actions are influenced by stimuli that are perceived without any awareness of perceiving.


A. Selective Attention

B. Selective Interest

C. Selective Distortion

D. Selective Retention

E. Subliminal Perception


Ch6: Analyzing Consumer Markets

Roleigh “Rolly” Tuazon/Yang Zhao 15 April 2011

53

http://sheilanorturingan.blogspot.com

Chapter 8Identifying Market Segments

&Targets

Sheilanor C. Turingan /Yang ZhaoApril 14, 2011


1. Market Segmentation means:

A. Identifying distinct group of buyers.

B. Selecting one or more market segments to enter.

C. Communicating the benefits of the company’s market offering.

D. Connecting with all customers in large, broad or diverse market.

E. All of the above

54


The four segmentation variables are geographic, _____, psychographic and behavioral.

Geographic Demographic Psychographic Behavioral


56

To compete more effectively:TARGET MARKETING

Market Segmentation>identify distinct groups

Market Targeting>select segment to enter

Market Positioning>communicate offering


57

Market Segmentation defined as:

> identifying distinct groups of buyers who differ in their needs and preferences


Identifying consumers throughSegment Marketing


Market segment

Group based onsimilar needs &wants

Decide which to target

The four segmentation variables are geographic, _____, psychographic and behavioral.

Demographic segmentation is a market that is based on variables.

60


Chapter 10Identifying Market Segments

&Targets

Sheilanor C. Turingan/Yang ZhaoApril 14, 2011



Ch 9: Creating Brand Equity

Soleil Gan/ Yang ZhaoApril 2011

http://taeyangxinyi.blogspot.com

1. Which of the following is NOT a component of Brand Equity?

A. RelevanceB. EnergyC. EsteemD. IndividualityE. Knowledge

62http://taeyangxinyi.blogspot.com

What is the brand equity?

brand equity is the added value endowed on products and services, based on consumer’s perception and knowledge in the marketing of that brand.


Brand Asset ValuatorsComponents of Brand Equity


From Philip Kotler’s, Marketing Management, 13th ed.

BRAND EQUITY

Differentiation

Energy Relevance

Esteem

Knowledge

CALCI-N

Individuality is not a component of brand equity, rather it is…


From Philip Kotler’s, Marketing Management, 13th ed.

BRAND EQUITY

Differentiation

Energy Relevance

Esteem

Knowledge

CALCI-N

Differentiation-measures the degree to which a brand is seen as different from others

Example:Chuckie chocolate milk advertises CALCI-N as an ingredientversus Moo who doesn’t have said ingredient

What reflects the consumers think, feel, and act with respect to the item, prices, market share, and profitability it commands for the firm?

A. Product Quality

B. Customer Relationship

C. Brand equity

D. Economy

E. All of the above


Ch 9: Creating Brand Equity

Soleil Gan/Yang ZhaoApril 2011

http://taeyangxinyi.blogspot.com


Chapter 10Crafting the Brand

Positioning

Pearl Hazelle S. Velasco/ Yang ZhaoApril 14, 2011

3. The Product Life Cycle is composed of the following except

A. IntroductionB. DeclineC. GrowthD. MaturityE. Development

Which of the following has a product life cycle that is hard to predict?

a) Style

b) Fashion

c) Fad


The Product Life Cycle has four stages…

71

Introduction – slow sales growth and product is introduced in the market

Growth – rapid market acceptance and substantial profit improvement

Maturity – slowdown in sales growth Decline – sales show a downward drift

and profits erode

The graph shows the PRODUCT LIFE CYCLE.

00.5

11.5

22.5

33.5

Column1

Series 1

72

Which of the following has a product life cycle that is hard to predict?

b) fashion The length of a

fashion cycle is hard to predict. One point of view is that fashions end because they represent a purchase compromise and consumers start looking for the missing attributes.


Chapter 10Crafting the Brand

Positioning

Pearl Hazelle S. Velasco/Yang ZhaoApril 14, 2011

TOP 10 Learning Concepts for

Chapter 11:

Dealing with Competition

Lady Charmayne Hao/Yang ZhaoApril 2011

How to identify primary competitors?

76

Concept # 2

Industry

Number of Sellers and

DifferentiationDegree

Entry, Mobility, and Exit Barriers

CostStructure

Degree of

Globalization

Degree of Vertical

Integration

How many and

how different?

LevelOf

growth to a globalscale

LevelOf

management controlstyle

Expenses that a firm must account when

manufacturing a product or service

Circumstances that determine when

To enter and exit

what the company should monitor variables when analyzing competitors?

1. Share of Market

2. Share of Heart3. Share of Mind


How to identify primary competitors?

78

Concept # 2

Industry

Number of Sellers and

DifferentiationDegree

Entry, Mobility, and Exit Barriers

CostStructure

Degree of

Globalization

Degree of Vertical

Integration

Beating competition! Improving market share and profitability

Variables in analyzing competitors:1. Share of Market – the competitor’s share of the target

Market2. Share of Mind – percentage of customers who named the

competitor in responding to the statement: “ Name the first company that comes to mind in this industry”

3. Share of Heart – percentage of customers who named the competitor in responding to the statement: “Name the company from which you would prefer to buy the product”

Generally, the companies that make steady gains in mind share and heart share will inevitably make gains in market share and profitability

what the company should monitor variables when analyzing competitors?

Share of Mind

TOP 10 Learning Concepts for

Chapter 11:

Dealing with Competition

Lady Charmayne Hao/Yang ZhaoApril 1, 2011

Source: Kotler, Philip and Keller, Lane

Marketing Management, 13th editionPearson one, Prentice Hall, Inc., 2009


Setting Product Strategy #28

Ivy Villamor/Yang ZhaoApril 14, 2011

A Downloadable TemplateFor use in the Marketing Management Class of

Prof. Remigio Joseph De Ungria

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

83

A company can classify its products into four types. Which type of product produce a high volume sales and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity?

core product staple product specialty product convenience items shopping goods


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…

Core product

Basic laptop computers that produce high sales volume and are heavily promoted but with low margins because they are viewed as undifferentiated commodities.

A company can classify its products into four types. Which type of product produce a high volume sales and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity?

core product staple product specialty product convenience items shopping goods


Setting Product Strategy #28

Ivy Villamor/Yang ZhaoApril 14, 2011

A Downloadable TemplateFor use in the Marketing Management Class of

Prof. Remigio Joseph De Ungria


Ch 13 Designing and Managing Services

Ronald Patrick G. Wenceslao/Yang Zhao

April 2011

rgwenceslao.blogspot.com

4

3. A home-service massage is a good example of what type of service mix category?

A. Pure tangible good B. Pure serviceC. HybridD. Service with accompanying

goodsE. Good with accompanying

services

Services are typically produced and consumed simultaneously. Which of the following are _____ characteristic of services.

A. Intangibility

B. Variability

C. Inseparability

D. Consumability

E. Perishability


5

Examples for each categories of service mix

Pure tangible good - eggs Good with accompanying services – Subaru Impreza

Hybrid – Food courts / fast food

Service with accompanying goods – Jollibee Delivery

Pure service

Services are typically produced and consumed simultaneously

Physical goods are manufactured, then put into inventory, distributed through multiple resellers, and consumed later, services are typically produced and consumed simultaneously.

Services are typically produced and consumed simultaneously. Which of the following are _____ characteristic of services.

A. Intangibility

B. Variability

C. Inseparability

D. Consumability

E. Perishability


Ch 13 Designing and Managing Services

Ronald Patrick G. Wenceslao/Yang Zhao

April 2011

rgwenceslao.blogspot.com


Ch 14 Developing Pricing Strategies and Programs

Zaragoza/Yang ZhaoApril 15, 2011

meghanngettingthere.blogspot.com

1. Consumers use PRICE as an indicator of _____________.

A. Product ComparabilityB. Product QuantityC. Product SuperiorityD. Product QualityE. None of the Above

97meghanngettingthere.blogspot.com

Which of the following belongs to if people would like to go HK during Christmas, because it has discount for shopping and hotel.

Tourist Discount Functional Discount Promotional Discount Seasonal Discount All of above


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

100meghanngettingthere.blogspot.com

From Philip Kotler’s, Marketing

Management, 13th Edition

$20.88 $14.68

400 Tablets

270 Tablets

which of the following belongs to if people would like to go HK during Christmas, because it has discount for shopping and hotel.

Tourist Discount Functional Discount Promotional Discount Seasonal Discount All of above


Ch 14 Developing Pricing Strategies and Programs

Zaragoza/ Yang ZhaoApril 15, 2011



Chapter 16 – Managing Retailing, Wholesaling,

and Logistics

Joseph Gabriel N. Morales/ Yang Zhao

April 14, 2011

In Logistics, what are the marketing decisions that have to be considered?

A. Procurement, Warehousing, Transportation, Inventory

B. Order Processing, Warehousing, Inventory, Transportation

C. Placement, Transportation, Inventory, MovementD. Procurement, Placement, Inventory, TransportationE. Order Processing, Placement, Inventory, Movement

104

Question 4

What type of warehouse can be treated by using advanced materials under the control system of a central computer ?

a) Automated warehouseb) Distribution warehousec) Storage warehoused) Modern warehouse


In Logistics, what are the marketing decisions that have to be considered?

A. Procurement, Warehousing, Transportation, Inventory

B. Order Processing, Warehousing, Inventory, Transportation

C. Placement, Transportation, Inventory, MovementD. Procurement, Placement, Inventory, TransportationE. Order Processing, Placement, Inventory, Movement

106

Question 4

Marketing Decisions in Logistics

- How should orders be handled?(Order Processing)

- Where should stock be located?(Warehousing)

- How much stock should be held?(Inventory)

- How should goods be shipped?(Transportation)

107

Source: Marketing Management 13th Ed by Philip Kotler

What type of warehouse can be treated by using advanced materials under the control system of a central computer ?

a) Automated warehouse

b) Distribution warehouse

c) Storage warehouse

d) Modern warehouse


Chapter 16 – Managing Retailing, Wholesaling,

and Logistics

Joseph Gabriel N. Morales/Yang Zhao

April 14, 2011


Chapter 18 Managing Mass Communications

Francis Benson C. Hugo/ Yang ZhaoApril 14, 2011

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

1. Which of the 5 M’s of Advertising involves consideration of market share, consumer base and competition?

A. MissionB. Money C. MessageD. MediaE. Measurement

111http://ph.linkedin.com/in/francisbensoncabehugo

Which of the following is mass communication tools?

A. Public relations

B. Sales promotions

C. AdvertisingD. Events and experiencesE. All of above


These are the 5 major decisions in developing an advertising program!


Money asks the question: “How much can be spent?”


Establish advertising budget for each product

Spend the amount required : achieve the sales

goal

Which of the following is mass communication tools?

A. Public relations

B. Sales promotions

C. AdvertisingD. Events and experiencesE. All of above


Chapter 18 Managing Mass Communications

Francis Benson C. Hugo/ Yang ZhaoApril 14, 2011



Ch 19: Managing Personal Communications

Caroline P. Quarte/ Yang ZhaoApril 2011

http://carolinequarte.blogspot.com/

Answer 2. Direct marketing channels include

_________, catalogs, and telemarketing?


A. Direct mailB. Direct interactionC. Direct sellingD. Direct communication

what is the use of consumer direct channels to reach and deliver good and service to customer without using Marketing middlemen?

Advertising

Sales promotion Direct Marketing Public relations & publicity Personal selling



Direct Marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.


Direct Mail

Catalogs

Telemarketing

what is the use of consumer direct channels to reach and deliver good and service to customer without using Marketing middlemen?

Advertising Sales promotion Direct Marketing Public relations &

publicity Personal selling


Ch 19: Managing Personal Communications

Caroline P. Quarte/ Yang ZhaoApril 2011



Chapter 20 Introducing New Market Offerings

Louie Mark Quizon/ Yang ZhaoApril 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

124http://louiemarkquizon.blogspot.com

Which of the following is the right step of the Consumer-Adoption Process?

a) Awareness - Interest- Evaluation- trial- Adoption

b) Adoption - Awareness- Interest- Evaluation- trial

c) Interest - Evaluation - Awareness - trial- Adoption

d) Interest – Awareness – Evaluation – trial - Adoption

e) Awareness - trial - Interest - Evaluation - Adoption



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

5 stages for adopters to move through the new products

Interest

Evaluation

Adoption

Trial

Awareness

Awareness: The consumer becomes aware of the innovation but lacks information about it

Interest: The consumer is stimulated to seek information about the innovation

Evaluation: The consumer considers whether to try the innovation

Trial: The consumer tries the innovation to improve his or her estimate of its value

Adoption : The consumer decides to make full and regular us of the innovation

Which of the following is the right step of the Consumer-Adoption Process?

a) Awareness - Interest- Evaluation- trial- Adoption

b) Adoption - Awareness- Interest- Evaluation- trial

c) Interest - Evaluation - Awareness - trial- Adoption

d) Interest – Awareness – Evaluation – trial - Adoption

e) Awareness - trial - Interest - Evaluation - Adoption


Chapter 20 Introducing New Market Offerings

Louie Mark Quizon/ Yang ZhaoApril 15, 2011

http://louiemarkquizon.blogspot.com


Tapping into Global Markets 21

Sandel, Lee Aizabel L./Yang ZhaoApril 14, 2011

www.leeaizabelsandel.blogspot.com

23/4/12 RBSD-Marketing Department 136www.leeaizabelsandel.blogspot.com

3. McDonalds, KFC and Apple Stores is an example of global companies that go into in foreign markets through which mode of entry?

A. Indirect exportingB. Direct exportingC. LicensingD. Joint VentureE. Direct Investment

23/4/12RBSD-Marketing De

partment

which of the following country are using the different corlour packaging for Coca-Cola.

China Indonisia America Brazil None of the above.


23/4/12 RBSD-Marketing Department

5 Modes Of Entry IntoForeign Markets

138www.leeaizabelsandel.blogspot.com

Direct Exporting

Licensing

Direct Investments

Joint venture

Indirect Exporting

Level of Commitment, Risk, Control, Profit Potential


Licensing is a way of exporting through issuing a license for the use of manufacturing process, trademark, patent, trade secret, or other items of value for a fee or royalty.


Direct Exporting

Licensing

Direct Investments

Joint venture

Indirect Exporting

Level of Commitment, Risk, Control, Profit Potential


Global Organization Strategies


World as Single Market

“Glocal”

Multinational


“Think Global , Act Local” is Coca-Cola’s new philosophy that standardizes certain elements and localizes certain elements where they have a good mix of marketing ideas.


“Glocal”

Red team Blue team

Folkloric Parintins Festival


Tapping into Global Markets

Sandel, Lee Aizabel L./Yang Zhao April 15, 2011

www.leeaizabelsandel.blogspot.com


Chapter 22: Managing A Holistic Marketing

Organization For The Long Run

Mira Lynn Serrano/Yang ZhaoApril 14, 2011

miralynnserrano.blogspot.com

A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity

144miralynnserrano.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 ________ .

Which of the following is under the Marketing Vice President in the Functional Organization.

New-products manager Sales manager Marketing administration manager Marketing research manager All of above


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

Functional Org. of the vice president

Which of the following is under the Marketing Vice President in the Functional Organization.

New-products manager Sales manager Marketing administration manager Marketing research manager All of above


Chapter 22: Managing A Holistic Marketing

Organization For The Long Run

Mira Lynn Serrano/ Yang ZhaoApril 14, 2011

miralynnserrano.blogspot.com

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