Consolidated questions ch10 to ch18 carlos gonzaga

TOP 10 Learning Questions for

Chapter 10
Crafting The Brand Position

(D)evout - Mary Josette Enriquez
December 16, 2011

www.laymarketer.blogspot.com

Original question

All Marketing strategy is built on STP
_________

a. segregation, targeting, & planning
b. segmentation, timing & piping
c. segmentation, targeting &
positioning
d. systematization, targeting &
positioning
e. segregation, timing & planning


Improved question

Globe’s Unlitext 20 for students who are
prepaid subscribers is an example of a
marketing strategy built on
a. segregation, targeting, & preparation
b. segmentation, timing & planning
c. segmentation, targeting & positioning
d. systematization, targeting & positioning
e. specialization, timing & preference


Concept

Developing & Communicating
A Position Strategy

All marketing strategy is built on STP:
Segmentation, Targeting and Positioning

A company discovers different needs and groups
in the marketplace, targets those it can satisfy in a
superior way, and then positions its offering so the
target market recognizes the company's distinctive
offering and image.


Concept Explanation

Segmenting
(breaking down a diverse market into
Example: Students homogeneous groups) Segments should
↓ be
measurable, sizea
Targeting ble,
(choosing a specific segment for your reachable !
and
Example: Prepaid
campaign)
subscribers ↓
Positioning
(designing a distinctive message to
appeal to the targeted segment)
Example: Practicality for students
with limited budget--Unlimited
texting for only 20 pesos


All Marketing strategy is built on STP
_________
a. segregation, targeting, & planning
b. segmentation, timing & piping
e. segregation, timing & planning

www.maryjosetteienriquez.blogspot.com
12/11/11

Globe’s Unlitext 20 for students who are
prepaid subscribers is an example of a
marketing strategy built on
a. segregation, targeting, & preparation
b. segmentation, timing & planning
e. specialization, timing & preference


Setting Product Strategy
Chapter 12

Adventurer Alex Go
12.16.11


An example of durable goods is ____.

A. Wine
B. Printer
C. Tortilla Chips
D. Tissue
E. Ink Cartridge

www.laymarketer.blogspot.com 9


A. HP printing solutions
B. Printer
C. Printing operator
D. Paper
E. Ink Cartridge


Product classifications are essential in
identifying appropriate marketing mix strategies

Accdg. to durability and tangibility, products can
be classified into 3 types:
1. Non-durable goods – tangible, once or a few
uses
2. Durable goods – tangible, many uses
3. Services - intangible


Durable goods are those that normally survive
many uses

Some examples are: electronic gadgets,
printers & cars.


2. An example of durable goods is ____.

A. Wine
B. Printer
C. Tortilla Chips
D. Tissue
E. Ink Cartridge



A. HP printing solutions
B. Printer
C. Printing operator
D. Paper
E. Ink Cartridge


It is the total features that affect how a product
looks, feels, and functions in terms of customer
req’ts.

A. Form
B. Style
C. Design
D. Customization
E. None of the above


A product’s total features and functions, which
ultimately satisfies customer requirements,
refers to its _________.

A. Form
B. Style
C. Design
D. Customization


There are several ways that a product can
differentiate itself from the competition

Form, Style, Design &
Customization are some of
the product aspects
marketers use to stand out.


Only design covers the totality of the product
features

• Form
Either specific to
• Style shape, size, look &
• Customization feel, custom made

• Design Total features
To the customer, a well-designed product is one
that is pleasant to look at and easy to
open, install, use, repair, and dispose of.


3. It is the total features that affect how a
product looks, feels, and functions in terms of
customer req’ts.

A. Form
B. Style
C. Design
D. Customization


A product’s total features and functions, which
ultimately satisfies customer requirements,
refers to its _________.

A. Form
B. Style
C. Design
D. Customization


For Chapter 13
Designing and Managing Services

Foglight Carlos Gonzaga
December 15, 2011

21

2. 24/7 Customer Service is an
example of

A. standardized service-performance process
B. good hiring and training procedures
C. monitoring customer satisfaction
D. surprising customers
E. the evidence of service from the customer's
point of view


The company HelpDesk is an
example of

point of view


Three steps service firms can
take to increase quality control
Invest in good hiring and training procedures –
Recruiting the right employees and providing them with excellent training

Standardize the service-performance process -
A service blueprint can simultaneously map out the service process, the
points of customer contact, and the evidence of service from the
customer's point of view.

Monitor customer satisfaction -
Employ suggestion and complaint systems, customer
surveys, and comparison shopping.


Three steps service firms can
take to increase quality control

Monitor customer satisfaction -
Employ suggestion and complaint systems, customer
surveys, and comparison shopping.

The company HelpDesk, especially for IT-related
inquiries, is a form of a suggestion and complaint
system that helps companies monitor employee
complaints.


2. 24/7 Customer Service is an
example of

point of view


The company HelpDesk is an
example of

point of view


7. The Cell phone is an example
of

A. Pure tangible good
B. Tangible good with accompanying services
C. Hybrid
D. Major service with accompanying minor goods and
services
E. Pure service


Del Computers and Toyota are
examples of

C. Hybrid
services
E. Pure service


Categories of service mix
A. Pure tangible good - the offering consists primarily of a tangible good
such as soap, toothpaste, or salt. No services accompany the product.

B. Tangible good with accompanying services - The offering
consists of a tangible good accompanied by one or more services.
C. Hybrid - The offering consists of equal parts goods and services. For
example, people patronize restaurants for both the food and its preparation.
D. Major service with accompanying minor goods and services -
The offering consists of a major service along with additional services or
supporting goods.
E. Pure service - The offering consists primarily of a service. Examples
include babysitting, psychotherapy, and massage.


Categories of service mix

Tangible good with accompanying services

Typically, the more technologically advanced the
product, the greater the need for a broad range of
high-quality supporting services.
Examples include car makers and
computer manufacturers that
provide extensive customer
service to support their high-end
product offerings.

7. The Cell phone is an example
of

C. Hybrid
services
E. Pure service


Del Computers and Toyota are
examples of

C. Hybrid
services
E. Pure service


Chapter 14

Developing Pricing Strategies
and Programs

huaijunli


Question 2

 Please give the proper sequence in setting price initially
for the products or services
1.Determine demand 2.select the price objective 3.analyze
competitor price mix 4.select final price 5.select price
method 6.estimate costs
A216354
B 1 2 6 3 54
C123654
D213654
E12 3645


The following are steps in setting
product price except
a) Selecting a pricing method
b) Analyzing competitors' costs, prices, and
offers
c) Estimating costs
d) Determining demand
e) Company pricing policies


6 steps in setting product price
a) Selecting the pricing objective
b) Determining demand
c) Estimating costs
d) Analyzing competitors' costs, prices, and
offers
e) Selecting a pricing method
f) Selecting the Final Price


Analysis

 The company first decides where it wants to position its market
offering. The clearer a firm’s objectives, the easier it is to set price.
 Each price will lead to a different level of demand and will therefore
have a different impact on a company’s marketing objectives
 Demand sets a ceiling on the price the company can charge for its
product.
 The firm should first consider the nearest competitor’s price
 Given the customers’ demand schedule, the cost function, and
competitors’ prices, the company is now ready to select a price
 Pricing methods narrow the range from which the company must
select its final price


Answer

 Please give the proper sequence in setting
price initially for the products or services
1.Deterimne demand 2.select the price
objective 3.analyze
competitor price mix 4.select final price 5.select
price method 6.estimate costs
A216354
B 1 2 6 3 54
C123654
D213654
E 1 2 3www.laymarketer.blogspot.com
645

Top 10 Concepts for Chapter 16
Managing Retailing, Wholesaling,
& Logistics

Roger C. Mabag
December 15, 2011


4. A type of retail organization where Independent retailers who set up a
central buying organization and conduct joint promotion efforts.

a) Corporate Chain Store
b) Voluntary Chain
c) Retailer Cooperative
d) Consumer Cooperative


The following are examples of a corporate
chain store except
a) ACE Hardware
b) Bench
c) Savemore Supermarket
d) Folded and Hung
e) Toys R’ Us


CORPORATE RETAILING - Although many retail
stores are independently owned, an increasing number
are part of a corporate retailing organization. These
organizations achieve economies of scale, greater
purchasing power, wider brand recognition, and better-
trained employees than independent stores can usually
gain alone.


4. A type of retail organization where Independent retailers who set up a
central buying organization and conduct joint promotion efforts.

a) Corporate Chain Store
b) Voluntary Chain
c) Retailer Cooperative
d) Consumer Cooperative

http://upwarddodger.blogspot.com/



Designing and Managing Integrated Marketing
Communication
CHAPTER 17

KATHLEEN ANNE MAMARADLO
December 15, 2011


2. The following are examples of the Marketing
Communications mix except:

A. Events and experiences
B. Public relations and publicity
C. Word of mouth
D. Sampling
E. Personal Selling


Fairs and trade shows are examples of this
marketing communication platform

C. Direct and interactive marketing
D. Advertising
E. Personal Selling


Marketing Communications Mix

1. Advertising - Any paid form of nonpersonal presentation and promotion
of ideas, goods, or services by an identified sponsor
2. Sales promotion - A variety of short-term incentives to encourage trial or
purchase of a product or service
3. Events and experiences - Company-sponsored activities and programs
designed to create daily or special brand-related interactions
4. Public relations and publicity - A variety of programs designed to
promote or protect a company's image or its individual products


Marketing Communications Mix

5. Direct marketing – Use of mail, telephone, fax, e-mail, or Internet to
communicate directly with or solicit response or dialogue from specific
customers and prospects
6. Interactive marketing - Online activities and programs designed to
engage customers or prospects and directly or indirectly raise
awareness, improve image, or elicit sales of products and services
7. Word-of-mouth marketing - People-to-people oral, written, or electronic
communications that relate to the merits or experiences of purchasing or
using products or services
8. Personal selling - Face-to-face interaction with one or more prospective
purchasers for the purpose of making presentations, answering
questions, and procuring orders


Common Communication platforms


5. Considering the communication process,
what should the receiver first take note of in
preparing his message?

A. Product
B. Medium
C. Competitors
D. Possible ‘noise’
E. Target audience


2. The following are examples of the Marketing
Communications mix except:

C. Word of mouth
D. Sampling
E. Personal Selling

http://kathleenmamaradlo.blogspot.com

In crafting the product message, what should
be the company’s primary consideration?

A. Product design
B. Medium or channel
C. Competitors
E. Target audience


Elements of the Communication
Process


Elements of the Communication
Process

It’s important to begin with a clear target audience as this will be
the basis of the content of the message, how it will be delivered
as well as when and where it should be said.

5. Considering the communication process,
what should the receiver first take note of in
preparing his message?

A. Product
B. Medium
C. Competitors
E. Target audience

http://kathleenmamaradlo.blogspot.com

In crafting the product message, what should
be the company’s primary consideration?

A. Product
B. Medium
C. Competitors
E. Target audience


TOP 10 Learning Concepts

Ch 18 Managing Mass Communications

Ching D. Marcial
December 22, 2011


Question 1

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

A. Evaluation
B. Measurement
C. Advertisement Evaluation
D. Strategic Measurement

63

______________ is a step in the development of an
advertising program, which tells the company if the
program has impacted sales and company reputation.

A. Evaluation
B. Review
C. Market share
D. Measurement
E. Media planning

64

Concept

The 5 steps in developing an Advertising program

MESSAGE

MISSION MONEY MEASUREMENT

MEDIA


Concept Explanation

The 5 steps in developing an Advertising program

MESSAGE
Generate, evaluate,
select, execute

MISSION MONEY MEASUREMENT
Sales Goals and Advertising Communication and
advertising Budget Sales impact
objectives

MEDIA
Reach, frequency,
Impact, channels


Answer 1

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

A. Evaluation
B. Measurement
C. Advertisement Evaluation
D. Strategic Measurement

67
www.chingmarcial.blogspot.com

______________ is a step in the development of an
advertising program, which tells the company if the
program has impacted sales and company reputation.

A. Evaluation
B. Review
C. Market share
D. Measurement
E. Media planning

68

Consolidated questions ch10 to ch18 carlos gonzaga

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