Consolidated questions (Chapters 10-18)

TOP 9 Learning Questions for

CHAPTERS 10-18

(GROUP 2)

KATHLEEN ANNE MAMARADLOJanuary 5, 2012

http://kathleenmamaradlo.blogspot.com

Mary Josette Enriquez

Chapter 10: Crafting the brand position

1. Points of Parity (POPs) is a means of defining associations that…

A. are necessarily unique to the brand but may be shared with other brands

B. are not necessarily unique to the brand but may be shared with other brands

C. is unique with the brand but shared with others

D. is not necessarily unique to the brandE. may be shared with other brands

3http://kathleenmamaradlo.blogspot.com

Points of Parity (POPs)

Certain features shared by players of certain category in an industry

Association is not necessarily unique to the brand and may be shared with other brands

Ex. Twitter, Facebook, MySpace shares the association of being social networking sites

1. Points of Parity (POPs) is a means of defining associations that…

A. are necessarily unique to the brand but may be shared with other brands

B. are not necessarily unique to the brand but may be shared with other brands

C. is unique with the brand but shared with others

D. is not necessarily unique to the brandE. may be shared with other brands

Oamar Gianan

Chapter 11: Dealing with Competition

2. A player in a certain industry is said to have a "Share of ____" when consumers specifically name them as their preferred company to buy a product from.

A. MarketB. MindC. Heart

Variables in analyzing competition

Share of market Share of mind Share of heart

The competitor’s share of the target

market

The percentage of customers who named the competitor

in responding to the statement: “Name the first

company that comes to mind in this industry”

The percentage of customers who named the competitor

in responding to the statement: “Name the

company from which you would prefer to buy the

product”

A. MarketB. MindC. Heart

2. A player in a certain industry is said to have a "Share of ____" when consumers specifically name them as their preferred company to buy a product from.

Alexander Go

Chapter 12: Setting Product Strategy

3. Vans, trucks and cars are examples of product categories. Considering all 3 examples collectively, what else can they be called?

A. Product FamilyB. Product ClassC. Product LineD. Product TypeE. None of the above

The Product Hierarchy

Product class

-is a group of products within the product family recognized as having a certain functional coherence. It’s also known as product category.

A. Product FamilyB. Product ClassC. Product LineD. Product TypeE. None of the above

3. Vans, trucks and cars are examples of product categories. Considering all 3 examples collectively, what else can they be called?

Carlos Gonzaga

Chapter 13: Designing and Managing Services

4. When the consumer misperceives the service quality, the gap between perceived service and ____________ can cause unsuccessful service delivery

A. management perceptionB. expected service C. external communicationD. consumer expectationE. service delivery

Gaps that cause unsuccessful service delivery

• Gap between consumer expectation and management perception - Management does not always correctly perceive what customers want.

• Gap between management perception and service-quality specifications - Management might correctly perceive customers' wants but not set a performance standard

• Gap between service-quality specifications and service delivery - Personnel might be poorly trained, or incapable of unwilling to meet the standard

• Gap between service delivery and external communication - Consumer expectations are affected by statements made by company representatives and ads

Gap between perceived service and expected service - This gap occurs when the consumer misperceives the service quality

Gaps that cause unsuccessful service delivery

Gap between perceived service and expected service - This gap occurs when the consumer misperceives the service quality

An example of the gap between perceived service and expected service is when a doctor frequently visits a patient as an expression of care but the patient may see this as an indication that something is really wrong.

A. management perceptionB. expected service C. external communicationD. consumer expectationE. service delivery

4. When the consumer misperceives the service quality, the gap between perceived service and ____________ can cause unsuccessful service delivery

5. Clients judge service not only by its technical quality but also through the employees’ skill in serving them. This is referred to as…

A. Interactive MarketingB. Direct MarketingC. Internal MarketingD. External MarketingE. Guerilla Marketing

Three Types of Marketing in Service Industries

External marketing describes the normal work of preparing, pricing, distributing, and promoting the service to customers.

Internal marketing describes training and motivating employees to serve customers well.

Three Types of Marketing in Service Industries

Interactive marketing describes the employees' skill in serving the client. Clients judge service not

only by its technical quality (Was the surgery

successful?), but also by its functional quality (Did the

surgeon show concern and inspire confidence?).

A. Interactive MarketingB. Direct MarketingC. Internal MarketingD. External MarketingE. Guerilla Marketing

5. Clients judge service not only by its technical quality but also through the employees’ skill in serving them. This is referred to as…

Kathleen Mamaradlo

Chapter 17: Designing and Managing Integrated

Marketing Communication

6. IMC’s ultimate goal is to build brand equity which is composed of the following except:

A. Brand awarenessB. Brand barriers C. Brand imageD. Brand responsesE. Brand relationships

IMC builds brands

Brand Barriers refer to the obstacles encountered by a brand in entering the market

6. IMC’s ultimate goal is to build brand equity which is composed of the following except:

A. Brand awarenessB. Brand barriers C. Brand imageD. Brand responsesE. Brand relationships

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

A. ProductB. MediumC. CompetitorsD. Possible ‘noise’E. Target audience

Elements of the Communication Process

It’s important to begin with a clear target audience as this will bethe basis of the content of the message, how it will be delivered

as well as when and where it should be said.

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

A. ProductB. MediumC. CompetitorsD. Possible ‘noise’E. Target audience

Ching Marcial

Chapter 18: Managing Mass Communications

8. Among the five (5) steps in developing an advertising program, which of these aims to evaluate communication strategies and sales effects.

A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement

Concept

MISSION MONEY

MEDIA MEASUREMENT

The 5M’s of Advertising

MESSAGE

Concept Explanation

MISSION MONEY

MEDIA MEASUREMENT

The 5M’s of Advertising

MESSAGE

A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement

8. Among the five (5) steps in developing an advertising program, which of these aims to evaluate communication strategies and sales effects.

9. The following are main objectives of developing the “BIG IDEA” in advertising except…

A. Establish connection with consumer emotionally and rationally

B. Sharply distinguish the brand from its competitorsC. Broad and flexible enough to translate to different

media, markets and time periodsD. Establish brand loyalty and exclusivity

Concept

The “BIG Idea” in Advertising

A compelling idea that will bring the advertising message strategy to life

Concept Explanation

The “BIG Idea” in Advertising

connects with consumers rationally and emotionally

sharply distinguishes the brand from competitors

is broad and flexible enough to translate to different media, markets and time periods.

A. Establish connection with consumer emotionally and rationally

B. Sharply distinguish the brand from its competitorsC. Broad and flexible enough to translate to different

media, markets and time periodsD. Establish brand loyalty and exclusivity

9. The following are main objectives of developing the “BIG IDEA” in advertising except…

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