Improved Top 20 Questions

1. Improved Learning Questions for Kotler’s 22 Chapters Soleil Gan April 2011 http://taeyangxinyi.blogspot.com

2. Chapter 1: Defining Marketing for the 21 st Century Ria Abendan / Soleil Gan April 2011

5. There are five basic markets in a modern economy Manufacturer Markets Consumer Markets Intermediary Markets Resource Markets Government Markets

6. Consumers sell labor to resource markets Manufacturer Markets Consumer Markets Resource Markets Government Markets resources money Intermediary Markets

7. Manufacturers buy resources… Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources money money Intermediary Markets

8. … turn them to goods & services and sell to intermediaries Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services money money money Intermediary Markets

9. Intermediaries sell finished goods to consumers Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money Intermediary Markets

10. The government collects tax revenues to buy goods Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money taxes taxes, goods taxes, goods taxes, goods Intermediary Markets

11. And uses these goods and services to provide public service Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money taxes taxes, goods taxes, goods taxes, goods services services, money services, money services, money Intermediary Markets

13. Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada / Soleil Gan April 15, 2011 www.stevenandrada.blogspot.com

17. 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

19. Ch 3: Gathering Information and Scanning the Environment Ma. Katrina S. Avellana / Soleil Gan April 2011 http://kavellana.blogspot.com

22. Information needs probes http://kavellana.blogspot.com

25. Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani / Soleil Gan 15th April ’2011

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

30. Projective techniques: Give incomplete /ambiguous stimulus and ask them to make sense of it

31. Laddering: A series of more specific “why” questions to reveal consumer’s abstract goals!

32. Visualization: Creating collage from magazine to depict perceptions

33. Brand Personification: Ask subjects what kind of person they think of when the brand is mentioned..

35. Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. / Soleil Gan 15 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.

38. Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. WHAT IS Is the total feature and characteristic of a product or service that has an ability to satisfy needs .

40. Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon / Soleil Gan 15 April 2011

43. Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Post-Purchase Behavior Kotler, Keller. Marketing Management, 13 th Edition. Concept 10:

45. Chapter 7: Analyzing Business Markets Diana Rose Flores-Gaspar / Soleil Gan April 2011

50. Ch 8: Identifying Market Segments and Targets Myrtle Frantilla / Soleil Gan April 14, 2011 http://myrtlefrantilla.blogspot.com /

51. 3. A market segment consists of a group of customers who share a similar set of needs and wants. http://myrtlefrantilla.blogspot.com / http://myrtlefrantilla.blogspot.com / A. B. True False

55. Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray / Soleil Gan April 15, 2011 http://annaguray06.blogspot.com

58. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com

59. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE the way a company aims to identify and position itself or its products http://annaguray06.blogspot.com

61. Chapter 11: Dealing with Competition Lady Charmayne Hao / Soleil Gan April 2011

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

65. “ 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!”

67. Chapter 12 Setting Product Strategies Lam, John Paul C. / Soleil Gan April 2011

71. Concept 2: Core Benefit – Service or Benefit the customer is really buying Eg: Hotel guest buying rest and sleep http://fridaynightsablast.blogspot.com/

72. Concept 2: Basic Product - Turning core benefit into basic product Eg: hotel room with bed, dresser, shower…etc. http://fridaynightsablast.blogspot.com/

73. Concept 2: Expected Product – What buyers expect Eg: hotel guests expects a clean bed, fresh towels…etc. http://fridaynightsablast.blogspot.com/

74. Concept 2: Augmented Product – exceeds customer expectations Eg: Hotel adds a chocolate on top of the pillow http://fridaynightsablast.blogspot.com/

75. Concept 2: Potential product – all possible transformations of the product in the future Eg. Hotel becomes a tourist attraction http://fridaynightsablast.blogspot.com/

77. Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao / Soleil Gan April 2011 rgwenceslao.blogspot.com

82. Ch 14: Developing Pricing Strategies and Programs Bohong Li / Soleil Gan April 15 ,2011

88. Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. / Soleil Gan April 15,2011 http://annalimedina.blogspot.com

91. Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Role of Marketing Channels: potential buyers  profitable customers

93. Chapter 16: Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales / Soleil Gan April 14, 2011

96. Wholesaling functions are… Source: Marketing Management 13 th Ed by Philip Kotler

97. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler

98. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler

100. Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar / Soleil Gan April 15, 2011 http://jankenneth-obar.blogspot.com

103. Sales Promotion: -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com

104. Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com

106. Chapter 18 Managing Mass Communications Francis Benson C. Hugo / Soleil Gan April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo

109. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo

110. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo

112. Ch 19: Managing Personal Communications Caroline P. Quarte / Soleil Gan April 2011 http://carolinequarte.blogspot.com/

118. Chapter 20: Introducing New Market Offerings Louie Mark Quizon / Soleil Gan April 15, 2011 http://louiemarkquizon.blogspot.com

121. http://louiemarkquizon.blogspot.com How does a Consumer Adopt to a New Product and Service?

122. http://louiemarkquizon.blogspot.com The consumer becomes aware of the innovation but lacks information about it

123. http://louiemarkquizon.blogspot.com The consumer is stimulated to seek information about the innovation

124. http://louiemarkquizon.blogspot.com The consumer considers whether to try the innovation

125. http://louiemarkquizon.blogspot.com The consumer tries the innovation to improve his or her estimate of its value

126. http://louiemarkquizon.blogspot.com The consumer decides to make full and regular use of the innovation

128. Ch21: Tapping into Global Markets Sandel, Lee Aizabel L. / Soleil Gan April 14, 2011 www.leeaizabelsandel.blogspot.com

131. 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

134. Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano / Soleil Gan April 14, 2011 miralynnserrano.blogspot.com

143. Improved Learning Questions for Kotler’s 22 Chapters Soleil Gan April 2011 http://taeyangxinyi.blogspot.com