Improving Questions for 22 Chapters Bohong Li

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Improving Questions for Kotler’s 22 Chapters

Bohong LiApril 2011


TOP 10 Learning Questions for

Chapter 1: Defining Marketing for the 21st

Century


9. Which of the following is not a company orientation:

A. PeopleB. ProductC. MarketingD. ProductionE. Selling


9. Company Orientation: If Production is to Efficiency, Product Concept is to Quality, and Marketing is to Research, which of the following is TRUE of Selling Concept?

A. Selling Concept is to Selling Push/Action

B. Selling Concept is to PersuasionC. Selling Concept is to Selling EffortD. All of the AboveE. None of the Above

Improved Question


There are 4 Types of Company Orientations

Production

Marketing

Product

Selling

CompanyOrientations


Production Concept – customers want products that are available and inexpensive

Production

• Focus is on production efficiency, low cost and mass distribution


Product Concept – customers want products that offer the highest quality and performance

Product

• Focus is on quality, performance and continuous innovation


Selling Concept – consumers, if left alone, will not buy

Selling

• Focus is for company to sell what they make

• Applies mostly to unsought goods

• Example: cemetery plots


Marketing Concept – finding the right products for your customers

Marketing

• Focus is on finding the right products for customers through research


9. Company Orientation: If Production is to Efficiency, Product Concept is to Quality, and Marketing is to Research, which of the following is TRUE of Selling Concept?

A. Selling Concept is to Selling ActionB. Selling Concept is to PersuasionC. Selling Concept is to Selling EffortD. All of the AboveE. None of the Above

Improved Question


10 Questions

Chapter 2: Developing Marketing

Strategies and Plans


3. What part of the core business process that defines building undertanding and trust for new customers

A. Market sensing B. New offering realizationC. Customer acquisitionD. Customer relationship managementE. Fulfillment management


Core Business Process


Gathering market intelligence

Market Sensing New-offering realization

Customer acquisition

Customer relationship

management

Fulfillment Management


Researching, developing & launching a product


Defining target markets & prospecting for new customers



Building deeper understanding, relationship & offerings



management

New-offering realization



management



Receiving & approving orders, shipping goods & collecting payment

A. Core Business Process


New-offering realization



management



3. What part of the core business process that defines the target markets & prospecting for new customers

A. Market sensing B. New offering realizationC. Customer acquisitionD. Customer relationship managementE. Fulfillment management


TOP 10 Learning Questions

Ch 3: Gathering Information and Scanning the Environment


1. Marketing Information System (MIS) consists of the following except:

A. PeopleB. EquipmentC. InformationD. ProceduresE. All of the above


A. People, Systems, and Company Policies

B. People, Assets, and ProcessesC. People, Equipment, and

ProceduresD. People, Infrastructure, and

Policies E. All of the above

A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers

Improved Question


Marketing Information System (MIS)

• Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute

needed, timely and accurate information to marketing decision makers.


A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers

A. People, Systems, and Company Policies

B. People, Assets, and ProcessesC. People, Equipment, and

ProceduresD. People, Infrastructure, and

Policies E. All of the above

Improved Question



Chapter 4: Conducting Marketing Research and

Forecasting Demand


#1: In order to generate primary data, which amongst the following research approaches use concepts, tools, behavior and culture to understand how people live and work?

A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation

Improved Question


Concept: What are the various research approaches to gather primary data?

Observational Ethnographic Focus Group Survey Behavioral Data Experimentation


Ethnographic Research: Uses concepts and tools from anthropology and other discipline

To provide deep understanding of how people live and work

Different ethnic group has different wedding cap. So,researchers help to design customized products


#1: In order to generate primary data, which amongst the following research approaches use concepts and tools from anthropology to understand how people live and work?

A. Behavioural Data ResearchB. Ethnographic ResearchC. Focus Group ResearchD. ObservationalE. Experimentation

Improved Question



Creating Customer Value, Satisfaction & Loyalty and Ch 5


3. It is the feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.

A. Customer SatisfactionB. Customer LoyaltyC. Customer Perceived ValueD. Customer Retention E. Customer Survey


If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of:

A. Customer Perceived ValueB. Customer SatisfactionC. Customer DissonanceD. Customer Retention E. Customer Regret

Improved Question


Customer Satisfaction

The feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.


Characteristics of Highly Satisfied customers

Stays loyal longer

Buys more

Upgrades existing product

Talks favorably

to others

Pay less attention to competing brands

Less sensitive to price Offers product and

service idea

Source: Marketing Management 13th Edition by Philip Kotler

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If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of:

A. Customer Perceived ValueB. Customer SatisfactionC. Customer DissonanceD. Customer Retention E. Customer Regret

Improved Question


Top 10 Learning Questions for Chapter 06 :

Analyzing Consumer Markets


4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves.

A. Self EsteemB. Self ConceptC. LifestyleD. Life Cycle StageE. Personality



A. Self EsteemB. Self ConceptC. Self EvaluationD. Self ImageE. Self Mastery

Improved Question


Concept # 4Personal Factors

Age

Self Concept

Lifestyle

Values

Life Cycle Stage

Occupation

Wealth

Personality



A. Self EsteemB. Self EvaluationC. Self ConceptD. Self ImageE. Self Mastery

Improved Question



Ch7: Analyzing Business Markets


1. The following are not the characteristics that distinguishes business market from consumer market:

A. Ethnocentrically concentrated buyersB. Demographically centered buyersC. Geographically concentrated buyersD. Denominationally concentrated buyersE. Influentially concentrated buyers

Improved Question



1. The following are not the characteristics that distinguishes business market from consumer market:

A. Ethnocentrically concentrated buyersB. Demographically centered buyersC. Geographically concentrated buyersD. Denominationally concentrated buyersE. Influentially concentrated buyers

Improved Question



Chapter 8Identifying Market Segments

&Targets


5. Which of the ff statements is true:

A. The key to consumer market segmentation is recognizing customer differences.

B. Behavioral segmentation divides buyers based on traits, values or lifestyle.

C. Psychographic variables include religion, education, race and social class.

D. Demographic variables are seldom associated with consumer needs and wants.

E. All of the above


The key to consumer market segmentation is:

A. Understanding customer behaviorB. Recognizing customer differencesC. Identifying customer segmentsD. Defeating competition with mass marketersE. Implementing niche marketing

Improved Question


Bases for segmenting consumer markets:

Geographic

by continent

by country

by region

Psychographic

lifestyle activities

by cities


The key to consumer market segmentation is:

A. Understanding customer behaviorB. Recognizing customer differencesC. Identifying customer segmentsD. Defeating competition with mass marketersE. Implementing niche marketing

Improved Question



Ch 9: Creating Brand Equity


Which of the following is not a role on a brand portfolio?

A. Cash CowsB. FlankersC. Low-End Entry LevelD. Niche MarketerE. High-End Prestige


8. All of which are roles of a brand portfolio except _______________?


Improved Question


Brand Roles on a Brand PortfolioWhat brand type is the product?

From Philip Kotler’s, Marketing Management, 13th ed.

FLANKERS

CASH COWS

LOW-ENDENTRY LEVEL

HIGH-ENDPRESTIGE


Niche is a type of market segmentation, not a role on a brand portfolio

From Philip Kotler’s, Marketing Management, 13th ed.

FLANKERSFighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position

CASH COWSBrands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support

LOW-END ENTRY LEVELRelatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand

HIGH-END PRESTIGEBrands that add prestige and credibility to the entire portfolio


8. All of which are roles of a brand portfolio except _______________?


Improved Question


TOP 10 Questions for

Chapter 10:

Crafting the Brand Positioning


1. _______ are associations/benefits that can be shared with other brands.

a. Points-of-Parityb. Points-of-Differencec. Brand Imaged. Brand Concepte. Points-of-Value


________are associations that are not necessarily unique to the brand but may be shared with other brands.

a. Points-of-Differenceb. Points-of-Positioningc. Points-of-Parityd. Points-of-Associationse. Points-of-Value

Improved Question


POPs are POINTS-OF-PARITY

Concept 1: POPs

+ =

= + +


________are associations that are not necessarily unique to the brand but may be shared with other brands.

a. Points-of-Differenceb. Points-of-Positioningc. Points-of-Parityd. Points-of-Associationse. Points-of-Value

Improved Question


TOP 10 Learning Concepts for

Chapter 11:

Dealing with Competition


2. The percentage of customers whose company’s product they prefer to buy pertains to _____.

a. Share of mindb. Share of heartc. Share of marketd. Both a and ce. Both b and c



a. Share of mind b. Share of heart c. Share of walletd. Share of markete. None of the above

Improved Question


What to consider on competitor analysis?

Variables

Share of mindShare of heart

Share of market


“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!”



a. Share of mind b. Share of heart c. Share of walletd. Share of markete. None of the above

Improved Question



CH 12 Setting Product Strategy


2. Which of the items below is a basic component of an attractive market offering to customers?

A. Product line Up-Market StretchB. Services Mixes & QualityC. Core benefitD. Percentage contribution to Sales and

ProfitsE. All of the above


Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________.

A. Process Efficiency & QualityB. Operational Efficiency & QualityC. Product Excellence & QualityD. Customer Experience & QualityE. Value-Based Prices

Improved Question


Concept 1: WOW Customer by Satisfying the 3 Components of Market Offering…

Value-based prices

Attractiveness of the

Market Offering

Product Features & Quality

Services Mix & Quality

Customers always judge market offering on three basic elements


Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________.

Improved Question

A. Process Efficiency & QualityB. Operational Efficiency & QualityC. Product Excellence & QualityD. Customer Experience & QualityE. Value-Based Prices



Ch 13 Designing and Managing Services


7. Service companies are encourage to have _________ to manage the “demand” for its services:

A. Shared servicesB. Part-time employeesC. Increase consumer participationD. Reservation systemsE. Facilities for future expansion



A. Shared servicesB. Peak-time efficiencyC. Part-time employeesD. Reservation systemsE. Facilities for future expansion

Improved Question


Matching Demand and Supply

DEMAND Side

• Differential pricing• Nonpeak demand• Complementary services• Reservation systems

SUPPLY Side

• Part-time employees• Peak-time efficiency• Increased consumer participation• Shared services• Facilities for future expansion



A. Shared servicesB. Peak-time efficiencyC. Part-time employeesD. Reservation systemsE. Facilities for future expansion

Improved Question



Ch 14 Developing Pricing Strategies and Programs


5. Which of the following is NOT a goal of companies in positioning their market offering?

A. Greatest Market ShareB. Product-quality LeadershipC. Largest Market SkimmingD. Product-price LeadershipE. Maximum Current Profit


Included in the 5 major pricing objectives are:

A. Maximum Market Share & Maximum Current Profit

B. Survival and Product-Quality Leadership

C. Partial Cost Recovery and Maximum Market Skimming

D. Survival and Product-Quality Leadership

E. All of the above

Improved Question


Setting PriceSTEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING

From Philip Kotler’s, Marketing Management, 13th Edition


The price set by the company helps them achieve their GOAL in the MARKET. Setting the RIGHT PRICE allows a company to adjust its production to make them an industry leader.

From Philip Kotler’s, Marketing Management, 13th Edition


Included in the 5 major pricing objectives are:

A. Maximum Market Share & Maximum Current Profit

B. Survival and Product-Quality Leadership

C. Partial Cost Recovery and Maximum Market Skimming

D. Survival and Product-Quality Leadership

E. All of the above

Improved Question



Chapter 15: Designing and Managing Integrated Marketing Channels


3. Identify the one phrase which does not pertain to channel member functions

A. Gathering of InformationB. Develop and disseminate persuasive communicationC. Reach agreements on price and termsD. Budgeting and PlanningE. Assume risksF. Provide for storageG. Provide for buyers payment of billsH. Oversee actual transfer of ownership



A. Developing and Disseminating Persuasive Communication

B. Budgeting and PlanningC. Assuming RisksD. Providing for StorageE. None of the Above

Improved Question



A. Developing and Disseminating Persuasive Communication

B. Budgeting and PlanningC. Assuming RisksD. Providing for StorageE. None of the Above

Improved Question


Chapter 16: Managing Retailing, Wholesaling, and

Logistics



The following are part of Wholesaling Functions, except:

A. Selling and PromotingB. Bulk BreakingC. Management Services & CounselingD. Buying and assortment buildingE. Cost Bearing



A. Selling and PromotingB. Bulk BreakingC. Management Services & CounselingD. Buying and assortment buildingE. Profit Bearing

Improved Question


Wholesaling functions are…

Selling and Promoting Buying and assortment building

Bulk Breaking

Source: Marketing Management 13th Ed by Philip Kotler


Wholesaling functions are… (cont’d)



Wholesaling functions are… (cont’d)




A. Selling and PromotingB. Bulk BreakingC. Management Services & CounselingD. Buying and assortment buildingE. Profit Bearing

Improved Question



Ch 17: Designing and Managing Integrated Marketing

Communication


7. Which is not an example of challenges in developing global communications program

Alcoholic beverages cannot be advertised or sold in Muslim countries.

In some countries no Ads may be directed at children under 12

Comparative ads are common in some countries but is illegal in other countries.

Water is more expensive than oil in the middle eastern countries.

Restrictions to tobacco products in most countries


7. Which is not an example of challenges in developing global communications program?

Alcoholic Beverages cannot be advertised or sold in Muslim countries.

In some countries, no Ads may be directed to Children under 12 years of age.

Comparative Ads are common in some countries but is illegal in other countries.

Restrictions to tobacco products and its advertisement in most countries.

None of the Above

Improved Question


Multinational companies wrestle with challenges in developing global communications program.


Many products are restricted or forbidden in certain parts of the world.

ProductAlcoholic beverages cannot be advertised or sold in Muslim countries.

Tobacco Products restrictions

Market SegmentIn some countries (Norway and sweden) no ads can be directed at children under 12.

StyleComparative ads are common in Us and Brazil and India.l


7. Which is not an example of challenges in developing global communications program?

Alcoholic Beverages cannot be advertised or sold in Muslim countries.

In some countries, no Ads may be directed to Children under 12 years of age.

Comparative Ads are common in some countries but is illegal in other countries.

Restrictions to tobacco products and its advertisement in most countries.

None of the Above

Improved Question



Chapter 18 Managing Mass Communications


3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products?

A. Informative advertisingB. Persuasive advertisingC. Reminder advertisingD. Reinforcement advertisingE. None of the above


The advertisement of Biogesic below is an example of what advertising objective?

A. Informative advertisingB. Persuasive advertising C. Reminder advertisingD. Reinforcement advertisingE. None of the above

Improved Question


Classification of advertising objectives according to their aim:


Classification of advertising objectives according to their aim:


The advertisement of Biogesic below is an example of what advertising objective?

A. Informative advertisingB. Persuasive advertising C. Reminder advertisingD. Reinforcement advertisingE. None of the above

Improved Question



Ch 19: Managing Personal Communications


5. In constructing an effective direct-mail campaign, marketers should establish objectives; target the best prospects; offer elements; test elements; and _________.

A. Make sure that success is nearB. Make sure that success is easyC. Make sure that success is

measurableD. Make sure that success is simple



A. Make sure that success is tangibleB. Make sure that success is feasibleC. Make sure that success is measurableD. Make sure that success is possibleE. None of the Above

Improved Question


To Have an Effective Direct Mail Campaign:

The objectives should be established Target the best prospects Develop a catchy brand element


You want to be able to measure your success and you want to track your results.

Test elements Proper execution Make sure that success is measurable



A. Make sure that success is tangibleB. Make sure that success is feasibleC. Make sure that success is measurableD. Make sure that success is possibleE. None of the Above

Improved Question



Chapter 20 Introducing New Market Offerings


7. ________ is an individual’s decision to become a regular user of the product

A. AwarenessB. InterestC. EvaluationD. TrialE. Adoption



A. AwarenessB. AssimilationC. AdaptionD. AdoptionE. Acceptance

Improved Question


How does a Consumer Adopt to a New Product and Service?

Awareness

Interest

Evaluation

TrialAdoption


Awareness

Interest

Evaluation

TrialAdoption

The consumer becomes aware of the innovation but lacks information about it


The consumer is stimulated to seek information about the innovation

Awareness

Interest

Evaluation

TrialAdoption


The consumer considers whether to try the innovation

Awareness

Interest

Evaluation

TrialAdoption


The consumer tries the innovation to improve his or her estimate of its value

Awareness

Interest

Evaluation

TrialAdoption


The consumer decides to make full and regular use of the innovation

Awareness

Interest

Evaluation

TrialAdoption


Example: Juan’s adoption of Mang Inasal


Example: Juan’s adoption of Mang Inasal

Awareness

Interest

Evaluation

TrialAdoption


Juan becomes aware of this new restaurant that serves Chicken Inasal at a low price…

Awareness

Interest

Evaluation

TrialAdoption


The low price and the unlimited rice intrigues him to seek more information…

Awareness

Interest

Evaluation

TrialAdoption


He contemplates on whether he will try the product…

Awareness

Interest

Evaluation

TrialAdoption


He tries the product to feed his curiousness…

Awareness

Interest

Evaluation

TrialAdoption


Juan likes Mang Inasal very much! He then decides to go there every Friday.

Awareness

Interest

Evaluation

TrialAdoption



A. AwarenessB. AssimilationC. AdaptionD. AdoptionE. Acceptance

Improved Question



Chapter 21 Tapping into Global Markets


4. _________ consist of creating something new, where products are made specifically for a certain foreign market.

A. Product DiscoveryB. Product InventionC. Product ImprovementD. Product AdaptationE. None of the above



A. Product DiscoveryB. Product InventionC. Product ConceptualizationD. Product Market Testing E. Product Integration

Improved Question


International Product and Communication Strategies

Product

Develop New Product

AdaptProduct

Do Not ChangeProduct

Dualadaptation

Productadaptation

Productinvention

Do Not ChangeCommunication

Adapt Communication

Straightextension

CommunicationadaptationC

om

mu

nic

ati

on


Product Invention

PRODUCT INVENTION- is a costly strategy, but the payoffs can be great, particularly if a company can parlay a product innovation into other countries. Sometimes the innovation even works at home.



A. Product DiscoveryB. Product InventionC. Product ConceptualizationD. Product Market Testing E. Product Integration

Improved Question



Chapter 22: Managing A Holistic Marketing Organization For The

Long Run


1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ .

A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity


What is the most common form of marketing organization, one that ensures administrative simplicity?

A. Geographic OrganizationB. Market-Management OrganizationC. Brand-Management OrganizationD. Creative OrganizationE. Functional Organization

Improved Question


FUNCTIONAL ORGANIZATION

is the most COMMON form of

Marketing organization and for

Administrative SIMPLICITY


Effective Internal Marketing using

FUNCTIONAL ORGANIZATIONMarketing Vice President

Marketing administration

manager

Advertising and sales promotion manager Sales manager

New-products manager

Consists of FINGERS

as Specialists or

Managers with

different Functions


What is the most common form of marketing organization, one that ensures administrative simplicity?

A. Geographic OrganizationB. Market-Management OrganizationC. Brand-Management OrganizationD. Creative OrganizationE. Functional Organization

Improved Question


Improving Questions for Kotler’s 22 Chapters

Bohong LiApril 2011