Top 9 question group 2 chapter 10 18

Group 2Top 9 Learning Questions

Chapter 10-18

LU, QINGJUANDecember 30, 2011

TOP 10 Learning Questions for

Chapter 10Crafting The Brand Position

(D)evout - Mary Josette EnriquezDecember 16,2011

The result of positioning is the successful creating of a _________ a cogent reason why the target market should buy the product

� a. an excellent promotional campaign� b. customer-focused value proposition� c. demand channel� d. everyday low pricing� e. strategic window of opportunity

3

Know the value of your product with your customers

� The result of position is the successful� creation of a customer-focused value

proposition,� a cogent reason why the target market� should buy the product.� Positioning requires that similarities

and� difference between brands be defined

and communicated.4

The result of positioning is the successful creating of a _________ a cogent reason why the target market should buy the product

� a. an excellent promotional campaign� b. customer-focused value proposition� c. demand channel� d. everyday low pricing� e. strategic window of opportunity

5


Setting Product Strategy 12

Adventurer Alex Go12.16.11

9. Which of the following statements are incorrect?

� The broad definition of a product includes events, places and services.

� Elevators are considered capital items� Absolut Vodka is highly differentiate by style� Free Iphone 4s with a Globe plan of 8,000 is

an example of two-part pricing

7

In the chapter 12, several topics were covered under product strategy

� Products was broadly defined as anything offered to a market to satisfy a need/ want. (services, events, persons, ideas)

� Capital items are long lasting goods. It has 2 groups: equipments and installations (where elevators belong)

� Style describes the look and feel of the product to the buyer. Absolut achieve this in its ads.

� Two part pricing consist of a fixed fee plus a variable usage fee

8

Letter D is considered captive product pricing

� Captive-product pricing provides a low mark-up is set for the companion main product with a high mark-up for the supplies.

� The plan is considered as the companion of the product (cellphone)

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For Chapter 13Designing and Managing Services

Foglight Carlos GonzagaDecember 15, 2011

4. The employees' skill in serving the client describes

A. Interactive MarketingB. Direct MarketingC. Internal MarketingD. External MarketingE. Guerilla Marketing

13

Three Types of Marketing in Service Industries

14

External marketingdescribes the normal work of preparing, pricing, distributing, and promoting the service to customers.

Internal marketingdescribes training and motivating employees to serve customers well.

Three Types of Marketing in Service Industries

15

Interactive marketingdescribes the employees' skill in serving the client. Clients judge service not only by its technical

quality (Was the surgery successful?), but also by its

functional quality (Did the surgeon show concern and

inspire confidence?).

4. The employees' skill in serving the client describes

A. Interactive MarketingB. Direct MarketingC. Internal MarketingD. External MarketingE. Guerilla Marketing

16

6. The following are solutions to customer failures except

A. Creating high-performance customers by enhancing their role clarity, motivation, and ability

B. Redesigning processes and redefine customer roles to simplify service encounters

C. Encouraging "customer citizenship" where customers help customer

D. Increasing customer shift to self-service technologies

E. Incorporating the right technology to aid employees and customers

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Root causes of customer failure

18

Root causes of customer failure

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One study estimated that one-third of all service problems are caused by the customer. With an increasing shift to self-service technologies, this percentage can be expected to rise.

Based on the fishbone diagram, the following solutions may address customer failure:

- Creating high-performance customers- Redesigning processes and redefine customer roles- Encouraging "customer citizenship“ - Incorporating the right technology to aid employees and customers

6. The following are solutions to customer failures except

A. Creating high-performance customers by enhancing their role clarity, motivation, and ability

B. Redesigning processes and redefine customer roles to simplify service encounters

C. Encouraging "customer citizenship" where customers help customer

D. Increasing customer shift to self-service technologies

E. Incorporating the right technology to aid employees and customers

20

Chapter 14Developing Pricing Strategies and

Programs

Li, Huaijun

Question 6

22

Which of the following is correct?A. Dutch auctions is the seller puts up an item and bidders raise the offer price until the highest price is reachedB. English auctions is one seller and many buyers, or one buyer and many sellers. In the first kind, an auctioneer announces a high price for a product and then slowly decrease the price until an bidder accepts the priceC. Sealed-bid auctions would-be suppliers can submit only one bid and cannot know the other bids.D. Dispose of excess inventories or used goods is not one major purpose of auctions.

Answer

Which of the following is correct?A Dutch auctions is the seller puts up an item and bidders raise the offer price until the highest price is reachedB English auctions is one seller and many buyers, or one buyer and many sellers. In the first kind, an auctioneer announces a high price for a product and then slowly decrease the price until an bidder accepts the priceC Sealed-bid auctions would-be suppliers can submit only one bid and cannot know the other bids.D Dispose of excess inventories or used goods is not one major purpose of auctions.

Analysis

A. English auctions is the seller puts up an item and bidders raise the offer price until the highest price is reachedB. Dutch auctions is one seller and many buyers, or one buyer and many sellers. In the first kind, an auctioneer announces a high price for a product and then slowly decrease the price until an bidder accepts the priceC. Sealed-bid auctions would-be suppliers can submit only one bid and cannot know the other bids.D. Dispose of excess inventories or used goods is one major purpose of auctions.

C Chapter 16Managing Retailing, Wholesaling, & Logistics

Roger C. MabagDecember 15, 2011

http://upwarddodger.blogspot.com/

5. This includes all the activities in selling goods or services to those who buy for resale or business use.

a) Retailingb) Wholesalingc) Sellingd) Marketing


Wholesaling is…

� Wholesaling includes all the activities in selling goods or services to those who buy for resale or business use. It excludes manufacturers and farmers because they are engaged primarily in production, and it excludes retailers.

Wholesaling


5. This includes all the activities in selling goods or services to those who buy for resale or business use.

a) Retailingb) Wholesalingc) Sellingd) Marketing



Designing and Managing Integrated Marketing Communication

CHAPTER 17

KATHLEEN ANNE MAMARADLODecember 15, 2011

http://kathleenmamaradlo.blogspot.com

3. IMC’s ultimate goal is to build brand equity which is composed of the following except:

A. Brand awarenessB. Brand barriers C. Brand imageD. Brand responsesE. Brand relationships


IMC builds brands


IMC builds brands


Brand Barriers refer to the obstacles encountered by a brand in entering the market

7. Below are the different considerations in designing the Communications except:

A. Global adaptationB. Persuasion strategyC. Message sourceD. Creative strategyE. Message strategy


Designing the Communications

� Message strategy� Creative strategy� Message source� Global adaptation


Designing the Communications

� Message strategy� Creative strategy� Message source� Global adaptation

Persuasion strategy is not part of the strategies in designing Communications because the ultimate goal is not merely to persuade. Rather, the objective is also to inform and remind them of the product.


TOP 10 Learning Concepts

Ch 18 Managing Mass Communications

Ching D. MarcialDecember 22, 2011

www.chingmarcial.blogspot.com

______________ is one of the five (5) steps Indeveloping an advertising program, which aims to evaluate communication strategies and sales effects.

A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement


Question 1


Concept

MISSION MONEY

MEDIA MEASUREMENT

The 5M’s of Advertising

MESSAGE


Concept Explanation

MISSION MONEY

MEDIA MEASUREMENT

The 5M’s of Advertising

MESSAGE

______________ is one of the five (5) steps Indeveloping an advertising program, which aims to evaluate communication strategies and sales effects.

A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement


Answer 1

Group 2Top 9 Learning Questions

Chapter 10-18

LU, QINGJUANDecember 30, 2011

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Top 9 question group 2 chapter 10 18

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