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1. TOP 10 Learning Questions for
Chapter 1: 21st Century Marketing
Paul Abigan
December 15, 2011
Chapter 1 21st Century Marketing Abigan
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2. 1. Which is most difficult to
market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare
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2
3. 1. In the following choices, which is
the most difficult to market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare
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3
5. Healthcare?
There are two strongly distinctive aspects of health care. One is
that you don’t know when or whether you’ll need care — but if
you do, the care can be extremely expensive. The big bucks are
in triple coronary bypass surgery, not routine visits to the
doctor’s office; and very, very few people can afford to pay major
medical costs out of pocket.
This tells you right away that health care can’t be sold like bread
http://krugman.blogs.nytimes.com/2009/07/25/why-markets-cant-cure-healthcare/
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5
6. 1. Which is most difficult to
market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare
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6
7. 1. In the following choices, which is
the most difficult to market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare
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7
8. Top 10 Questions
Chapter 2 Marketing Management
Catherine Ansay
December 15, 2011
Chapter 2 Marketing Management, Kotler 14th ed
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9. 2. _________ specifies the marketing
tactics, including product features,
promotion, merchandising, pricing,
sales channels and service.
a) Tactical marketing plan
b) Corporate plan
c) Business plan
d) Product plan
e) Strategic plan
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10. 2. In Marketing, the _________ specifies the
marketing tactics, including product
features, promotion, merchandising,
pricing, sales channels and service.
a) Tactical marketing plan
b) Corporate plan
c) Business plan
d) Product plan
e) Strategic plan
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12. Tactical Marketing Plan
• Teams develop marketing plan with inputs and
sign-offs from every important function
• Management implements these plans at the
appropriate levels of the organization,
monitors results and takes necessary
correction action
• Planning at each of these four levels of the
organization
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13. 2. _________ specifies the marketing tactics,
including product features, promotion,
merchandising, pricing, sales channels and
service.
a) Tactical marketing plan
b) Corporate plan
c) Business plan
d) Product plan
e) Strategic plan
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14. 2. In Marketing, the _________ specifies the
marketing tactics, including product
features, promotion, merchandising,
pricing, sales channels and service.
a) Tactical marketing plan
b) Corporate plan
c) Business plan
d) Product plan
e) Strategic plan
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15. TOP 10 Learning Questions for
Chapter 3 : Gathering Information
and Scanning the Environment
Nyel Berroya
December 15, 2011
www.danielberroya.blogspot.com
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16. 3. A _________environment which shapes the
beliefs, values and norms that largely define
consumer tastes and preferences.
A. Demographic
B. Social-cultural
C. Natural
D. Technological
E. Economic
www.danielberroya.blogspot.com
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17. 3. The environment ,which shapes the beliefs,
values and norms that largely define consumer
tastes and preferences, is called __________.
A. Demographic
B. Social-cultural
C. Natural
D. Technological
E. Economic
www.danielberroya.blogspot.com
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18. Social – Cultural Environment…
Views of themselves
Views of others
Views of organization
Views of society
Views of nature
Views of universe
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19. Social – Cultural Environment…
• Views of themselves = concern about oneself
• Views of others = concern about unfortunate ones
• Views of organization = concern about self-esteem due
change of events.
• Views of society = composes of makers, takers,
changers, seekers, and escapers.
• Views of nature = nature-lover
• Views of the universe = most are monotheistic.
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20. 3. A _________environment which shapes the
beliefs, values and norms that largely define
consumer tastes and preferences.
A. Demographic
B. Social-cultural
C. Natural
D. Technological
E. Economic
www.danielberroya.blogspot.com
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21. 3. The environment ,which shapes the beliefs,
values and norms that largely define consumer
tastes and preferences, is called __________.
A. Demographic
B. Social-cultural
C. Natural
D. Technological
E. Economic
www.danielberroya.blogspot.com
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22. TOP 10 Learning Questions for
Chapter 4: Conducting
Marketing Research and
Forecasting Demand
Ma Alexandria Bulaon
December 16, 2011
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23. 4. The first step in the marketing
research process is _____.
A. develop the research plan
B. define the problem and research
objectives
C. collect the information
D. present the data
E. make the decision
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http://www.alexbulaon.com
23
24. 4. What is the first step in marketing
research process?
A. develop the research plan
B. define the problem and research
objectives
C. collect the information
D. present the data
E. make the decision
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http://www.alexbulaon.com
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25. The Marketing Research Process
Define the problem
Develop research plan
Collect information
Make
Analyze information Decision
Present findings
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26. Steps in the Marketing Research Process
Step 1: Define the Problem –
Determining & clarifying the management’s information needs.
Step 2: Develop Research Plan –
This involves creating a problem solving framework and analytical models.
Step 3: Collect Information –
Collecting all relevant data and information.
Step 4: Analyze Information –
Data Preparation, tabulation and analysis of results
Step 5: Present Findings –
Presentation and report generation
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27. Defining the Problem
The starting phase is always identifying the
reason or problem for which research is to be
conducted. This includes collecting of relevant
initial information and how this information will
affect decision making process.
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http://www.alexbulaon.com
28. 4. The first step in the marketing research
process is _____.
A. develop the research plan
B. define the problem and research
objectives
C. collect the information
D. present the data
E. make the decision
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http://www.alexbulaon.com
28
29. 4. What is the first step in marketing
research process?
A. develop the research plan
B. define the problem and research
objectives
C. collect the information
D. present the data
E. make the decision
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http://www.alexbulaon.com
29
30. TOP 10 Learning Questions for
Chapter 6: Analyzing Consumer Markets
Jem Caraig
December 16, 2011
For use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria
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31. 5. In the three factors that influence on consumer
behavior, which is the factor that exerts the
broadest and deepest influence?
A. Social Factors
B. Cultural Factors
C. Subcultural Factors
D. Psychological Factors
E. Personal Factors
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http://jemcaraig.blogspot.com
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32. 5. Which of the three factors exert the broadest
and deepest influence on consumer behavior?
A. Social Factors
B. Cultural Factors
C. Subcultural Factors
D. Psychological Factors
E. Personal Factors
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http://jemcaraig.blogspot.com
32
33. What Influences Consumer Behavior?
Cultural Factors
Culture, subculture, and social class are particularly important influences on
Consumer behavior.
Social Factors
Reference groups, family, and social roles and statuses affect our buying behavior.
Personal Factors
Buyer's age and stage in the life cycle; occupation and economic circumstances;
personality and self-concept; and lifestyle and values influence
buyer’s decision.
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33
34. What Influences Consumer Behavior?
Cultural Factors
Culture, subculture, and social class are particularly important influences on
Consumer behavior.
Social Factors
Reference groups, family, and social roles and statuses affect our buying behavior.
Cultural Factors
exert the
broadest
Personal Factors
and deepest Buyer's age and stage in the life cycle; occupation and economic circumstances;
influence personality and self-concept; and lifestyle and values influence
buyer’s decision.
among the three
factors
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4
35. 5. In the three factors that influence on consumer
behavior, which is the factor that exerts the
broadest and deepest influence?
A. Social Factors
B. Cultural Factors
C. Subcultural Factors
D. Psychological Demand
E. Personal Factors
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http://jemcaraig.blogspot.com
35
36. 5. Which of the three factors exert the broadest
and deepest influence on consumer behavior?
A. Social Factors
B. Cultural Factors
C. Subcultural Factors
D. Psychological Factors
E. Personal Factors
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http://jemcaraig.blogspot.com
36
37. Top 10 Questions for
(Chapter #7)
Marika Chavez
December 15, 2011
Chapter 7 Marketing Management, Kotler 14th ed
www.catansay.blogspot.com
http://marikachavez.blogspot.com/
38. 6. In the Buying Center, who are the people
who define specifications and provide
information for evaluating alternatives
A. Initiators
B. Influencers
C. Deciders
D. Buyers
E. Approvers
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http://marikachavez.blogspot.com/
39. 6. _______ are people who define
specifications and provide information for
evaluating alternatives in the buying center.
A. Initiators
B. Influencers
C. Deciders
D. Buyers
E. Approvers
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http://marikachavez.blogspot.com/
40. The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
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41. The Buying Center
1. Initiators –Uses other organization who request that something be purchased.
2. Users – Those who will use the product or service.
3. Influencers – People who influence the the buying decision, often by helping
define specifications and providing information for evaluating alternatives.
4. Deciders – People who decide on the product requirements for suppliers.
5. Approvers – People who authorize the proposed action for the deciders or
buyers.
6. Buyers – People who have the formal authority to select the suppliers or
information from reaching members of the buyer center.
7. Gatekeepers – People who have the power to prevent sellers or
information from reaching the members of the buying center.
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http://marikachavez.blogspot.com/
42. 6. In the Buying Center, who are the people
who define specifications and provide
information for evaluating alternatives
A. Initiators
B. Influencers
C. Deciders
D. Buyers
E. Approvers
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http://marikachavez.blogspot.com/
43. 6. _______ are people who define
specifications and provide information for
evaluating alternatives in the buying center.
A. Initiators
B. Influencers
C. Deciders
D. Buyers
E. Approvers
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http://marikachavez.blogspot.com/
44. TOP 10 Learning Questions for
(Chapter 8- Identifying
Market Segments and
Targets)
Nailah P. Cristobal
December 16, 2011
Marketing Management Class of
Prof. Remigio Joseph De Ungria
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http://nailah08.blogspot.com
Colorful Me
45. 7. A ______ is a more narrowly defined customer
group seeking a distinctive mix of benefits.
A. Segment
B. Local Area
C. Place
D. Niche
E. Individual
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45
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46. 7. A more narrowly defined customer
group seeking a distinctive mix of
benefits is called _____.
A. Segment
B. Local Area
C. Place
D. Niche
E. Individual
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46
http://nailah08.blogspot.com
47. Four Levels of Micromarketing
Segments Niches
Local Areas Individuals
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47
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48. What does an attractive
niche look like?
• fairly
small but has size, profit, and growth
potential
• unlikely to attract many other competitors
• gains certain economies through
specialization
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48
http://nailah08.blogspot.com
49. 7. A ______ is a more narrowly defined customer
group seeking a distinctive mix of benefits.
A. Segment
B. Local Area
C. Place
D. Niche
E. Individual
www.catansay.blogspot.com 49
http://nailah08.blogspot.com
50. 7. A more narrowly defined customer
group seeking a distinctive mix of
benefits is called _____.
A. Segment
B. Local Area
C. Place
D. Niche
E. Individual
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50
http://nailah08.blogspot.com
51. Top 10 Learning Questions for
Chapter 9
Creating Brand Equity
Roche Deluta
December 15, 2011
V56 Marketing Class of
Prof. Remigio Joseph De Ungria
Chapter 9 Marketing Management, Kotler 14th ed
http://www.slideshare.net/rochedeluta
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52. 8. In a brand resonance pyramid, ___________
is the intensity or depth of the psychological
bond customers have with the brand, as well as
the level of activity engendered by this loyalty.
A. Resonance
B. Performance
C. Imagery
D. Feelings
E. Judgment
http://www.slideshare.net/rochedeluta
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53. 8. ___________ is the intensity or depth of the
psychological bond customers have with the
brand, as well as the level of activity
engendered by this loyalty in a brand
resonance pyramid.
A. Resonance
B. Performance
C. Imagery
D. Feelings
E. Judgment
http://www.slideshare.net/rochedeluta
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55. Brand Resonance Pyramid
Refers to the nature of the relationship
customers have with the brand and the
extent to which they feel they’re
“in sync” with it;
it is the intensity or
depth of the psychological bond RESONANCE
customers have with the brand, as well
as the level of activity engendered
by this loyalty JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
SALIENC
E
http://www.slideshare.net/rochedeluta
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56. Brand Resonance Pyramid
Focus on customer’s Focus on customer’s
own personal opinions own personal opinions
and evaluations and evaluations
RESONANCE
JUDGMENTS FEELINGS
Describes the extrinsic
Is how well the properties of the
product product or service
or service meets PERFORMANCE IMAGERY
customer’s
functional needs Is how often and how easily
SALIENC customers think of the brand
E under various purchase or
consumption
http://www.slideshare.net/rochedeluta
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57. 8. In a brand resonance pyramid, ___________
is the intensity or depth of the psychological
bond customers have with the brand, as well as
the level of activity engendered by this loyalty.
A. Resonance
B. Performance
C. Imagery
D. Feelings
E. Judgment
http://www.slideshare.net/rochedeluta
www.catansay.blogspot.com
58. 8. ___________ is the intensity or depth of the
psychological bond customers have with the
brand, as well as the level of activity
engendered by this loyalty in a brand
resonance pyramid.
A. Resonance
B. Performance
C. Imagery
D. Feelings
E. Judgment
http://www.slideshare.net/rochedeluta
www.catansay.blogspot.com
59. Top 10 Learning Questions for
Chapter 9
Creating Brand Equity
Roche Deluta
December 15, 2011
V56 Marketing Class of
Prof. Remigio Joseph De Ungria
Chapter 9 Marketing Management, Kotler 14th ed
http://www.slideshare.net/rochedeluta
www.catansay.blogspot.com
60. 9. Which of the following statement can be
best described a Brand?
A. Identify the leading market of one seller or group of sellers and to differentiate
them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group
of sellers and to differentiate them from those of competitors.
C. Determine which seller that produced the goods or services being offered.
D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.
E. All of the above.
http://www.slideshare.net/rochedeluta
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61. 9. In the following statements, which
statement can best describe a Brand?
A. Identify the leading market of one seller or group of sellers and to differentiate
them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group
of sellers and to differentiate them from those of competitors.
C. Determine which seller that produced the goods or services being offered.
D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.
E. All of the above.
http://www.slideshare.net/rochedeluta
www.catansay.blogspot.com
62. The American Marketing Association
defines brand as
NAME SYMBO
L
DESIG TERM
N
SIGN
COMBINATIO
N
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63. The American Marketing Association defines
brand as
NAME SYMBO intended to
L identify the
goods or
services of
DESIG TERM one seller or
N group of
sellers and to
differentiate
SIGN
their
COMBINATIO dimensions
N from those
competitors
http://www.slideshare.net/rochedeluta
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64. Which of the following statement can
be best described a Brand?
A. Identify the leading market of one seller or group of sellers and to differentiate
them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group
of sellers and to differentiate them from those of competitors.
C. Determine which seller produced the goods or services being offered.
D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.
E. All of the above.
http://www.slideshare.net/rochedeluta
www.catansay.blogspot.com
65. 9. In the following statements, which
statement can best describe a Brand?
A. Identify the leading market of one seller or group of sellers and to differentiate
them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group
of sellers and to differentiate them from those of competitors.
C. Determine which seller that produced the goods or services being offered.
D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.
E. All of the above.
http://www.slideshare.net/rochedeluta
www.catansay.blogspot.com