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TOP 10 Learning Questions for

Chapter 1: 21st Century Marketing

Paul Abigan
December 15, 2011

Chapter 1 21st Century Marketing Abigan

www.catansay.blogspot.com

1. Which is most difficult to
market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare

2

1. In the following choices, which is
the most difficult to market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare

3

What is Marketed?

4

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/

5

1. Which is most difficult to
market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare

6

1. In the following choices, which is
the most difficult to market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare

7

Top 10 Questions

Chapter 2 Marketing Management

Catherine Ansay
December 15, 2011
Chapter 2 Marketing Management, Kotler 14th ed


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


2. In Marketing, the _________ specifies the
marketing tactics, including product
features, promotion, merchandising,
pricing, sales channels and service.

b) Corporate plan
c) Business plan
d) Product plan
e) Strategic plan


Tactical Marketing Plan


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


2. _________ specifies the marketing tactics,
including product features, promotion,
merchandising, pricing, sales channels and
service.

b) Corporate plan
c) Business plan
d) Product plan
e) Strategic plan



Chapter 3 : Gathering Information
and Scanning the Environment

Nyel Berroya
December 15, 2011

www.danielberroya.blogspot.com

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


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


Social – Cultural Environment…
Views of themselves

Views of others

Views of organization

Views of society

Views of nature

Views of universe


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.


Chapter 4: Conducting
Marketing Research and
Forecasting Demand

Ma Alexandria Bulaon
December 16, 2011


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

http://www.alexbulaon.com
23

4. What is the first step in marketing
research process?
objectives
D. present the data

24

The Marketing Research Process
Define the problem
Develop research plan
Collect information

Make
Analyze information Decision

Present findings

25

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

26

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.


4. The first step in the marketing research
process is _____.

objectives
D. present the data

28

4. What is the first step in marketing
research process?
objectives
D. present the data

29


Chapter 6: Analyzing Consumer Markets

Jem Caraig
December 16, 2011
For use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria

http://jemcaraig.blogspot.com

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

31

5. Which of the three factors exert the broadest
and deepest influence on consumer behavior?

A. Social Factors
B. Cultural Factors
E. Personal Factors

32

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.

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.
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
4

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
D. Psychological Demand
E. Personal Factors

35

5. Which of the three factors exert the broadest
and deepest influence on consumer behavior?

A. Social Factors
B. Cultural Factors
E. Personal Factors

36

Top 10 Questions for

(Chapter #7)

Marika Chavez
December 15, 2011

http://marikachavez.blogspot.com/

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


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


The Buying Center

Initiators

Users

Influencers

Deciders

Approvers

Buyers

Gatekeepers


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.



(Chapter 8- Identifying
Market Segments and
Targets)

Nailah P. Cristobal
December 16, 2011
Marketing Management Class of

http://nailah08.blogspot.com
Colorful Me

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

45

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

46

Four Levels of Micromarketing

Segments Niches

Local Areas Individuals

47

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

48

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

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

50

Top 10 Learning Questions for

Chapter 9
Creating Brand Equity
Roche Deluta
December 15, 2011

V56 Marketing Class of

http://www.slideshare.net/rochedeluta

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


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


Brand Resonance Pyramid

RESONANCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

SALIENC
E


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



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


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.


9. In the following statements, which
statement can best describe a Brand?

C. Determine which seller that produced the goods or services being offered.


The American Marketing Association
defines brand as

NAME SYMBO
L

DESIG TERM
N

SIGN
COMBINATIO
N


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


Which of the following statement can
be best described a Brand?

C. Determine which seller produced the goods or services being offered.


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