Consolidated questions ch10 to ch18 carlos gonzaga

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TOP 10 Learning Questions for

Chapter 10Crafting The Brand Position

(D)evout - Mary Josette EnriquezDecember 16, 2011


All Marketing strategy is built on STP _________

a. segregation, targeting, & planningb. segmentation, timing & piping

c. segmentation, targeting & positioning

d. systematization, targeting & positioning

e. segregation, timing & planning

Original question


Globe’s Unlitext 20 for students who are prepaid subscribers is an example of a marketing strategy built on

a. segregation, targeting, &

preparation

b. segmentation, timing & planning

c. segmentation, targeting &

positioning

d. systematization, targeting &

positioning

e. specialization, timing & preference

Improved question


Developing & Communicating A Position Strategy

All marketing strategy is built on STP:Segmentation, Targeting and Positioning

A company discovers different needs and groups in the marketplace, targets those it can satisfy in a superior way, and then positions its offering so the target market recognizes the company's distinctive

offering and image.

Concept


Concept Explanation

Segmenting(breaking down a diverse market

into homogeneous groups)

↓Targeting

(choosing a specific segment for your campaign)

↓Positioning

(designing a distinctive message to appeal to the targeted

segment)

Segments should be measurable,

sizeable, and reachable !

Example: Students

Example: Prepaid

subscribers

Example: Practicality for students with limited budget--Unlimited texting for only 20

pesos

www.laymarketer.blogspot.com12/11/11

All Marketing strategy is built on STP _________

a. segregation, targeting, & planningb. segmentation, timing & piping

c. segmentation, targeting & positioningd. systematization, targeting & positioning

e. segregation, timing & planning

www.maryjosetteienriquez.blogspot.com


Globe’s Unlitext 20 for students who are prepaid subscribers is an example of a marketing strategy built on

a. segregation, targeting, & preparation

b. segmentation, timing & planning

c. segmentation, targeting &

positioning

d. systematization, targeting & positioning

e. specialization, timing & preference



Setting Product Strategy Chapter 12

Adventurer Alex Go

12.16.11


An example of durable goods is ____.

A. Wine

B. Printer

C. Tortilla Chips

D. Tissue

E. Ink Cartridge

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A. HP printing solutions

B. Printer

C. Printing operator

D. Paper

E. Ink Cartridge

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Product classifications are essential in identifying appropriate marketing mix strategies

Accdg. to durability and tangibility, products can be classified into 3 types:

1. Non-durable goods – tangible, once or a few uses

2. Durable goods – tangible, many uses

3. Services - intangible

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Durable goods are those that normally survive many uses

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Some examples are: electronic gadgets, printers & cars.


2. An example of durable goods is ____.

A. Wine

B. Printer

C. Tortilla Chips

D. Tissue

E. Ink Cartridge

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A. HP printing solutions

B. Printer

C. Printing operator

D. Paper

E. Ink Cartridge


It is the total features that affect how a product looks, feels, and functions in terms of customer req’ts.

A. Form

B. Style

C. Design

D. Customization

E. None of the above

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A product’s total features and functions, which ultimately satisfies customer requirements, refers to its _________.

A. Form

B. Style

C. Design

D. Customization


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There are several ways that a product can differentiate itself from the competition

Form, Style, Design & Customization are some of the product aspects marketers use to stand out.

17


Only design covers the totality of the product features

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• Form• Style• Customization

• Design

Either specific to shape, size, look & feel, custom made

Total features

To the customer, a well-designed product is one that is pleasant to look at and easy to open, install, use, repair, and dispose of.


3. It is the total features that affect how a product looks, feels, and functions in terms of customer req’ts.

A. Form

B. Style

C. Design

D. Customization


19


A product’s total features and functions, which ultimately satisfies customer requirements, refers to its _________.

A. Form

B. Style

C. Design

D. Customization


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For Chapter 13Designing and Managing

Services

Foglight Carlos GonzagaDecember 15, 2011


2. 24/7 Customer Service is an example of

A. standardized service-performance process

B. good hiring and training procedures C. monitoring customer satisfactionD. surprising customersE. the evidence of service from the

customer's point of view

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The company HelpDesk is an example of




23


Three steps service firms can take to increase quality control

24

Invest in good hiring and training procedures – Recruiting the right employees and providing them with

excellent training Standardize the service-performance process -

A service blueprint can simultaneously map out the service process, the points of customer contact, and the evidence of

service from the customer's point of view.

Monitor customer satisfaction - Employ suggestion and complaint systems, customer

surveys, and comparison shopping.


Three steps service firms can take to increase quality control

25

Monitor customer satisfaction - Employ suggestion and complaint systems, customer

surveys, and comparison shopping.

The company HelpDesk, especially for IT-related inquiries, is a form of a suggestion and complaint system that helps companies monitor employee complaints.

www.laymarketer.blogspot.com 26

2. 24/7 Customer Service is an example of





The company HelpDesk is an example of




27


7. The Cell phone is an example of

A. Pure tangible goodB. Tangible good with accompanying servicesC. HybridD. Major service with accompanying minor

goods and servicesE. Pure service

28


Del Computers and Toyota are examples of



29


Categories of service mix

A. Pure tangible good - the offering consists primarily of a tangible good such as soap, toothpaste, or salt. No services accompany the product.

B. Tangible good with accompanying services - The offering consists of a tangible good accompanied by one or more services.

C. Hybrid - The offering consists of equal parts goods and services. For example, people patronize restaurants for both the food and its preparation.

D. Major service with accompanying minor goods and services - The offering consists of a major service along with additional services or supporting goods.

E. Pure service - The offering consists primarily of a service. Examples include babysitting, psychotherapy, and massage.

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Categories of service mix

31

Tangible good with accompanying services

Typically, the more technologically advanced the product, the greater the need for a broad range of high-quality supporting services.

Examples include car makers and computer manufacturers that provide extensive customer service to support their high-end product offerings.


7. The Cell phone is an example of



32


Del Computers and Toyota are examples of



33


Chapter 14

Developing Pricing Strategies and Programs

huaijunli


Question 2

Please give the proper sequence in setting price initially for the products or services

1.Determine demand 2.select the price objective 3.analyzecompetitor price mix 4.select final price 5.select price

method 6.estimate costsA 2 1 6 3 5 4B 1 2 6 3 54 C 1 2 3 6 5 4D 2 1 3 6 5 4E 1 2 3 6 4 5


The following are steps in setting product price except

a) Selecting a pricing method

b) Analyzing competitors' costs, prices, and offers

c) Estimating costs

d) Determining demand

e) Company pricing policies


a) Selecting the pricing objective

b) Determining demand

c) Estimating costs

d) Analyzing competitors' costs, prices, and offers

e) Selecting a pricing method

f) Selecting the Final Price

6 steps in setting product price


Analysis

The company first decides where it wants to position its market offering. The clearer a firm’s objectives, the easier it is to set price.

Each price will lead to a different level of demand and will therefore have a different impact on a company’s marketing objectives

Demand sets a ceiling on the price the company can charge for its product.

The firm should first consider the nearest competitor’s price Given the customers’ demand schedule, the cost function, and

competitors’ prices, the company is now ready to select a price Pricing methods narrow the range from which the company must

select its final price


Answer

Please give the proper sequence in setting price initially for the products or services

1.Deterimne demand 2.select the price objective 3.analyze

competitor price mix 4.select final price 5.select price method 6.estimate costs

A 2 1 6 3 5 4B 1 2 6 3 54 C 1 2 3 6 5 4D 2 1 3 6 5 4E 1 2 3 6 4 5


The following are steps in setting product price except

a) Selecting a pricing method

b) Analyzing competitors' costs, prices, and offers

c) Estimating costs

d) Determining demand

e) Company pricing policies


Top 10 Concepts for Chapter 16

Managing Retailing, Wholesaling, & Logistics

Roger C. Mabag

December 15, 2011


4. A type of retail organization where Independent retailers who set up a central buying organization and conduct joint promotion efforts.

a) Corporate Chain Store

b) Voluntary Chain

c) Retailer Cooperative

d) Consumer Cooperative


The following are examples of a corporate chain store except

a) ACE Hardware

b) Bench

c) Savemore Supermarket

d) Folded and Hung

e) Toys R’ Us


CORPORATE RETAILING - Although many retail stores are independently owned, an increasing number are part of a corporate retailing organization. These organizations achieve economies of scale, greater purchasing power, wider brand recognition, and better-trained employees than independent stores can usually gain alone.


4. A type of retail organization where Independent retailers who set up a central buying organization and conduct joint promotion efforts.

a) Corporate Chain Store

b) Voluntary Chain

c) Retailer Cooperative

d) Consumer Cooperative

http://upwarddodger.blogspot.com/




The following are examples of a corporate chain store except

a) ACE Hardware

b) Bench

c) Savemore Supermarket

d) Folded and Hung

e) Toys R’ Us



Designing and Managing Integrated Marketing Communication

CHAPTER 17

KATHLEEN ANNE MAMARADLO

December 15, 2011


2. The following are examples of the Marketing Communications mix except:

A. Events and experiences

B. Public relations and publicity

C. Word of mouth

D. Sampling

E. Personal Selling


Fairs and trade shows are examples of this marketing communication platform



C. Direct and interactive marketing

D. Advertising

E. Personal Selling


Marketing Communications Mix

1. Advertising - Any paid form of nonpersonal presentation and

promotion of ideas, goods, or services by an identified sponsor

2. Sales promotion - A variety of short-term incentives to

encourage trial or purchase of a product or service

3. Events and experiences - Company-sponsored activities and

programs designed to create daily or special brand-related

interactions

4. Public relations and publicity - A variety of programs designed

to promote or protect a company's image or its individual

products


Marketing Communications Mix

5. Direct marketing – Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects

6. Interactive marketing - Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services

7. Word-of-mouth marketing - People-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services

8. Personal selling - Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders


Common Communication platforms


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

A. Product

B. Medium

C. Competitors

D. Possible ‘noise’

E. Target audience


2. The following are examples of the Marketing Communications mix except:



C. Word of mouth

D. Sampling

E. Personal Selling

55http://kathleenmamaradlo.blogspot.com


Fairs and trade shows are examples of this marketing communication platform



C. Direct and interactive marketing

D. Advertising

E. Personal Selling


A. Product design

B. Medium or channel

C. Competitors


E. Target audience

In crafting the product message, what should be the company’s primary consideration?


Elements of the Communication Process


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.


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

A. Product

B. Medium

C. Competitors


E. Target audience

http://kathleenmamaradlo.blogspot.com


A. Product

B. Medium

C. Competitors


E. Target audience

In crafting the product message, what should be the company’s primary consideration?


TOP 10 Learning Concepts

Ch 18 Managing Mass Communications

Ching D. Marcial

December 22, 2011


______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects.

A. Evaluation

B. Measurement

C. Advertisement Evaluation

D. Strategic Measurement

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Question 1


______________ is a step in the development of an advertising program, which tells the company if the program has impacted sales and company reputation.

A. Evaluation

B. Review

C. Market share

D. Measurement

E. Media planning

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Concept

MISSION MONEY

MEDIA

MEASUREMENT

The 5 steps in developing an Advertising program

MESSAGE


Concept Explanation

MISSIONSales Goals and

advertising objectives

MONEYAdvertising

Budget

MEDIAReach, frequency,Impact, channels

MEASUREMENTCommunication and

Sales impact

MESSAGEGenerate, evaluate,

select, execute

The 5 steps in developing an Advertising program


______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects.

A. Evaluation

B. Measurement

C. Advertisement Evaluation

D. Strategic Measurement

67www.chingmarcial.blogspot.c

om

Answer 1


______________ is a step in the development of an advertising program, which tells the company if the program has impacted sales and company reputation.

A. Evaluation

B. Review

C. Market share

D. Measurement

E. Media planning

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Consolidated questions ch10 to ch18 carlos gonzaga

Education

Transcript of Consolidated questions ch10 to ch18 carlos gonzaga