This document contains summaries of learning questions and concepts from various chapters of Philip Kotler's book "Marketing Management". The chapters discussed include defining marketing, developing marketing strategies and plans, gathering market information, conducting marketing research, creating customer value and loyalty, analyzing consumer markets, identifying market segments and targets, creating brand equity, dealing with competition, and setting product strategy. Key concepts summarized include Porter's generic strategies, business orientations, marketing channels, psychological processes, brand personality, market segmentation criteria, components of brand equity, variables for competitor analysis, and product hierarchy.

1. TOP Learning Questions for Kotler’s 22 Chapters Anna Katrina L. Guray April 29, 2011 http://annaguray06.blogspot.com

2. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan / Anna Guray April 2011

5. Marketers may use different kinds of Marketing Channels Communication Channels radio tv print billboards events Examples:

6. Distribution Channels wholesalers retailers door to door agents Examples: Marketers may use different kinds of Marketing Channels

7. Service Channels Example: banks warehouses Marketers may use different kinds of Marketing Channels

9. TOP 10 Learning Questions for (Chapter 2 Developing Marketing Strategies and Plans) Sue Ann Silubrico / Anna Guray April 15, 2011 http://suesilubrico.blogspot.com/

12. Porter’s Generic Strategies 8 Overall cost Leadership Differentiation Focus http://suesilubrico.blogspot.com/ Reference : Philip Kotler’s Marketing Management 13 th Edition

17. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Anna Guray April 15, 2011 www.stevenandrada.blogspot.com 1/73

21. Examples 33/73 www.stevenandrada.blogspot.com Question 5: Company Product Market Cebu Pacific Air We run an Airline company It’s time everyone to flies PLDT We run a Telecommunication company We’re changing lives

23. TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Anna Guray April 2011 http://kavellana.blogspot.com

28. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Anna Guray 15th April ’2011

32. Word Association: Ask subjects what words come to mind when they customer hears the brand’s name

34. TOP 10 Learning Questions for Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Anna Guray 15 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.

39. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven / Anna Guray April 15, 2011 http://joansoliven.blogspot.com/

45. Analyzing Consumer Markets Rustie M. Fidel / Anna Guray April 15, 2011 Top 10 Learning Questions for Chapter 06 : http://rustie27.blogspot.com/

48. Concept # 5 Brand Personality Sincerity Excitement Sophistication Competence Ruggedness http://rustie27.blogspot.com/

50. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Anna Guray 15 April 2011

53. Psychological Processes Learning Memory Motivation Perception Kotler, Keller. Marketing Management, 13 th Edition. Concept 8:

54. Psychological Processes Learning Memory Motivation Perception Kotler, Keller. Marketing Management, 13 th Edition. Concept 8: All of them are thinking processes

56. / Anna Guray

61. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets Myrtle Frantilla / Anna Guray April 14, 2011 http://myrtlefrantilla.blogspot.com /

62. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / 1. All of these are included in Four Levels of Micro Marketing except A. B. C. D. E. Segment Local Areas Niche Social Class Individual

63. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / 1. Segment, Local Areas, Niche, and Individual are the four level of ________? A. B. C. D. E. Macro Marketing Micro Marketing Large Scale Marketing Small Scale Marketing None of the above

64. Four Levels of Micro Marketing http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / Segments Niches Local Areas Individuals

65. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / 1. Segment, Local Areas, Niche, and Individual are the four level of ________? A. B. C. D. E. Macro Marketing Micro Marketing Large Scale Marketing Small Scale Marketing None of the above

66. http://sheilanorturingan.blogspot.com Chapter 8 Identifying Market Segments &Targets Sheilanor C. Turingan / Anna Guray April 14, 2011 TOP 10 Learning Questions for

72. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan / Anna Guray April 2011 http://taeyangxinyi.blogspot.com

75. Brand Asset Valuators Components of Brand Equity 3 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N

76. Individuality is not a component of brand equity, rather it is… 4 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th 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 ingredient versus Moo who doesn’t have said ingredient

78. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition Lady Charmayne Hao / Anna Guray April 2011

81. What to consider on competitor analysis? Share of mind Share of heart Share of market

82. “ Share of heart” refers to the percentage of customers whose company’s product they want to buy “ Name the company from which you would prefer to buy!”

84. TOP 10 Learning Questions for Setting Product Strategy #28 Ivy Villamor/ Anna Guray April 2011 A Downloadable Template For use in the Marketing Management Class of Prof. Remigio Joseph De Ungria http://www.slideshare.net/ivyvillamor

87. Concept 6: Product Hierarchy Leads you to Specific Desired Product

88. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family Product family Product class Product line Product type Item (Brand/Item)

89. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family Personal Care Product family Product class Product line Product type Item (Brand/Item)

90. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family Personal Care Product family Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class Product line Product type Item (Brand/Item)

91. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family Personal Care Product family Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class Hair Cleaning Agent Product line Product type Item (Brand/Item)

92. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family Personal Care Product family Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class Hair Cleaning Agent Product line Shampoo Product type Item (Brand/Item)

93. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family Personal Care Product family Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class Hair Cleaning Agent Product line Shampoo Product type Hair Fall Control Shampoo Item (Brand/Item)

94. Concept 6: Product Hierarchy Leads you to Specific Desired Product http://www.slideshare.net/ivyvillamor Hierarchy Sample Need family Personal Care Product family Cosmetics, skin creams, shampoo, conditioner, soap, etc Product class Hair Cleaning Agent Product line Shampoo Product type Hair Fall Control Shampoo Item (Brand/Item) Pantene Hair Fall Solution bottle

96. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao / Anna Guray April 2011 rgwenceslao.blogspot.com

99. Characteristics of Services 6 Intangibility Inseparability Variability Perishability

101. TOP 10 Learning Questions Ch 14: Developing Pricing Strategies and Programs Bohong Li / Anna Guray April 15 ,2011

108. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. / Anna Guray April 15,2011 http://annalimedina.blogspot.com

113. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales / Anna Guray April 14, 2011

119. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao / Anna Guray April. 2011 http://zhaointote.blogspot.com/ TOP 10 Learning Question for

122. Models of Marketing Communications Direct marketing Word of mouth Advertising Sales promotion Events and experiences PRs & Publicity Interactive Marketing Personal Selling http://zhaointote.blogspot.com/

126. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Anna Guray April 14, 2011 http:// ph.linkedin.com/in/francisbensoncabehugo

129. These are the 5 major decisions in developing an advertising program! http:// ph.linkedin.com/in/francisbensoncabehugo

132. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong / Anna Guray April 2011

135. There are three steps in developing an advertising campaign. Reference: Philip Kotler’s Marketing Management, 13 th edition

136. Legal and social norms must not be overstepped. False Claims Lies & Deception vs “Puffery” Reference: Philip Kotler’s Marketing Management, 13 th edition Social Responsibility Review

138. TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte / Anna Guray April 2011 http://carolinequarte.blogspot.com/

141. Direct Marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen. http://carolinequarte.blogspot.com/ http://carolinequarte.blogspot.com/ Direct Mail Catalogs Telemarketing

143. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon / Anna Guray April 15, 2011 http://louiemarkquizon.blogspot.com

146. Gas Station Transform a Product to Satisfy New or Different Needs through Lateral Marketing! http://louiemarkquizon.blogspot.com Cafeteria Cereal Candy Audio

147. Gas Station Food Lateral marketing combines two product concepts or ideas to create a new offering. http://louiemarkquizon.blogspot.com Cafeteria Internet Cereal Snacking Candy Toy Audio Portable

148. Shell Gas Station Food http://louiemarkquizon.blogspot.com Example: Shell and Shell Select Store

149. Shell Gas Station with Select Store http://louiemarkquizon.blogspot.com Example: Shell and Shell Select Store

151. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L. / Anna Guray April 14, 2011 www.leeaizabelsandel.blogspot.com

154. International Product and Communication Strategies Product www.leeaizabelsandel.blogspot.com Develop New Product Adapt Product Do Not Change Product Dual adaptation Product adaptation Product invention Do Not Change Communication Adapt Communication Straight extension Communication adaptation Communication

157. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Anna Guray April 14, 2011 miralynnserrano.blogspot.com

160. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com

161. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com To examine whether the PLANNED RESULTS are being achieved

162. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com To examine where the company is making and losing MONEY

163. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com To evaluate and improve the spending efficiency and impact of marketing EXPENDITURES

164. Different Types of MARKETING CONTROL miralynnserrano.blogspot.com To examine whether the Company is pursuing its best OPPORTUNITIES

166. TOP Learning Questions for Kotler’s 22 Chapters Anna Katrina L. Guray April 29, 2011 http://annaguray06.blogspot.com