Revised Chapter Questions - Wenceslao

TOP 10 Learning Questions

Revised Chapter Questions

Ronald Patrick G. Wenceslao

April 29, 2011

rgwenceslao.blogspot.com

TOP 10 Learning Questions for

Chapter 1: Defining Marketing for the 21st Century

Ria Abendan / Ronald Wenceslao

April 2011

6. If you would like an external hard drive

included when you buy a laptop, this is an

example of what type of need?

A. Stated Needs

B. Unstated Needs

C. Real Needs

D. Delight Needs

E. Secret Needs

3

6. The 5 types of customer needs are

stated, unstated, real, secret and _______

needs?

A. Discreet Needs

B. Broadcasted Needs

C. Unreal Needs

D. Delight Needs

E. Exposed Needs

4

There are 5 Types of Consumer

Needs

Stated Needs

Real Needs

Unstated Needs

Delight Needs

Secret Needs

“I want an inexpensive TV.”

Real Needs may underlie the

Stated Needs

Stated Needs

Real Needs

Unstated Needs

Delight Needs

Secret Needs

“I want a TV whose maintenance cost, not initial price, is low (or

zero).”

Unstated needs are expected

already by the customer

Stated Needs

Real Needs

Unstated Needs

Delight Needs

Secret Needs

“I want good service from the manufacturer.”

Delight Needs ask more of the

expected output

Stated Needs

Real Needs

Unstated Needs

Delight Needs

Secret Needs

“I want it to come with a home theater system.”

Secret Needs may not easily be

articulated by the customer

Stated Needs

Real Needs

Unstated Needs

Delight Needs

Secret Needs

“I want my friends to see me as a smart buyer.”

6. The 5 types of customer needs are

stated, unstated, real, secret and _______

needs?

A. Discreet Needs

B. Broadcasted Needs

C. Unreal Needs

D. Delight Needs

E. Exposed Needs

10

10 Questions

Chapter 2: Developing Marketing

Strategies and Plans

Steven Michael Y. Andrada / Ronald Wenceslao

April 15, 2011

www.stevenandrada.blogspot.com

1/73

7. According to Ansof’s product – market

expansion grid, What kind of strategy that

develops new markets for the current

products?

A. Market penetration strategy

B. Product development strategy

C. Market development strategy

D. Diversification strategy

E. None of the above

40/73 www.stevenandrada.blogspot.com

7. According to Ansof’s product, the market

expansion grid, product development strategy

focuses on _____ markets and _____ products?

A. Current, new

B. Current, current

C. New, current

D. New, new



Ansoff’s Product – Market

Expansion Grid


Market-penetration

strategy

Product-development

strategy

Market-development

strategy

Diversification

strategy

Current Products New Products

Current

Markets

New

Markets

Source: 13th Edition, Marketing Management, Kotler & Keller

7. According to Ansof’s product, the market

expansion grid, product development strategy

focuses on _____ markets and _____ products?

A. Current, new

B. Current, current

C. New, current

D. New, new



TOP 10 Learning Questions

Ch 3: Gathering Information and

Scanning the Environment

Ma. Katrina S. Avellana / Ronald Wenceslao

April 2011

http://kavellana.blogspot.com

9. Which is NOT a technological

aspect included in shaping the

business landscape?

17 http://kavellana.blogspot.com

A. Pace of change

B. Opportunities for innovation

C. Varying R&D budgets

D. Increased regulation of change

E. Innovation

Environmental Forces Shaping

the Business Landscape


•Technological

•Pace of change

•Opportunities for innovation

•Varying R&D budgets

•Increased regulation of change

9. Which is NOT a technological

aspect included in shaping the

business landscape?


A. Pace of change

B. Opportunities for innovation

C. Varying R&D budgets

D. Increased regulation of change

E. Innovation


Chapter 4: Conducting

Marketing Research and Forecasting Demand

Megha Behani / Ronald Wenceslao

15th April ’2011

#2: Autonomy, consumer satisfaction,

perceived quality and freedom to fail are ____

A . External marketing metrics

B. Internal marketing metrics

C. Both A and B

D. Either A or B

E. Not a part of marketing metrics

21

#2: Willingness to change, autonomy and

freedom to fail are part of ____ ?



C. Both A and B

D. Either A or B


22

Concept:

Determine different marketing metrics to help

marketers assess marketing performance.

23

EXTERNAL INTERNAL

Market share

Customer Satisfaction

No. of customers

Awareness & commitment of/to goals

Willingness to change

Freedom to fail

Autonomy

#2: Willingness to change, autonomy and

freedom to fail are part of ____ ?



C. Both A and B

D. Either A or B


24


Chapter 5: Creating Customer

Value, Satisfaction, and Loyalty

Cabunilas, Michelle M. / Ronald

Wenceslao

15 April 2011

http://cabunilasmichelle.blogspot.com

Kotler, Keller, Marketing Management, 13th ed.

10. Customer profit rate increase due to

increased purchases, referrals, and price

premiums and _____________.



A. In-active Customers

B. Reduced Operating Costs

C. Disqualified Prospects

D. Only A and C

E. None of the Above


______, referrals, and price premiums and

reduced operating costs.



A. New suppliers

B. Technology

C. Increased purchases

D. Only A and B


Concept 10: Customer Dev’t.

Process and Retention

Acquired new customers cost five times more than satisfying and retaining current customers.

Average company loses 10% of its customer each

year.

5% reduction in customer defect rate can increase profits by up to 85%

Customer profit rate increase due to increased

purchases, referrals, and price premiums and reducedd operating costs.




______, referrals, and price premiums and

reduced operating costs.



A. New suppliers

B. Technology

C. Increased purchases

D. Only A and B



Ch6: Analyzing Consumer

Markets

Roleigh “Rolly” Tuazon / Ronald

Wenceslao

15 April 2011

5. What does constitute a brand

personality?

A. Durability

B. Excitement

C. Competence

D. All of the above

E. Two of the above

31

5. Which of the following does not

constitute brand personality?

A. Durability

B. Excitement

C. Competence

D. Sophistication

E. Sincerity

32

Brand Personality

33

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Kotler, Keller. Marketing Management, 13th Edition.

Concept 6:



A. Durability

B. Excitement

C. Competence

D. Sophistication

E. Sincerity

34



A. Durability

B. Excitement

C. Competence

D. Sophistication

E. Sincerity

35

3. The following roles are included in a

business buying process?

A. Sellers

B. Suppliers

C. Product

D. All of the above


37

3. The following roles are included in a

business buying process?

A. Sellers

B. Suppliers

C. Product

D. All of the above


39

40

http://sheilanorturingan.blogspot.com

Chapter 10

Identifying Market Segments &Targets

Sheilanor C. Turingan / Ronald Wenceslao

April 14, 2011


41

2. The following are levels of target

marketing, except?

A. Individual

B. Segment

C. Local

D. Niche

E. Mass


42

2. _____ is a level of target marketing

where the needs of the customers are

tailored in trading areas?

A. Individual

B. Segment

C. Local

D. Niche



43

4 Levels of Target Marketing

1. Individual – one-to-one/customized marketing

2. Segment – customers with similar needs

3. Local – tailored to needs of customers in trading areas, neighborhoods

4. Niche – customers with distinct set of needs


44

2. _____ is a level of target marketing

where the needs of the customers are

tailored in trading areas?

A. Individual

B. Segment

C. Local

D. Niche




Ch 9: Creating Brand Equity

Soleil Gan / Ronald Wenceslao

April 2011

http://taeyangxinyi.blogspot.com

8. Which of the following is not true?

A. Memorable and meaningful are two of the six brand element choice criteria.

B. Logos and symbols are two of the six brand elements.

C. Alliances and third-party endorsements are secondary sources of brand knowledge.

D. Feelings and information are two types of brand knowledge

E. Presence and bonding are two levels of brand dynamics.

46 http://taeyangxinyi.blogspot.com

8. Which of the following is NOT part

of brand knowledge?

A. Information

B. Images

C. Feelings

D. Thoughts

E. Experiences


Information is not part of

brand knowledge

KNOWLEDGE Thoughts

Feelings

Images

Experiences

Beliefs

http://taeyangxinyi.blogspot.com

8. Which of the following is NOT part

of brand knowledge?

A. Information

B. Images

C. Feelings

D. Thoughts

E. Experiences



Chapter 10

Crafting the Brand Positioning

Pearl Hazelle S. Velasco / Ronald

Wenceslao

April 14, 2011

8. Quality, Feature and style are

examples of…

A. Services Modification

B. Marketing Program Modification

C. Product Modification

D. Market Modification

E. Prices Modification

8. ______ improvement aims at

increasing a product’s esthetic appeal

A. Quality

B. Feature

C. Style

D. Technology


Product Modification

Quality Improvement – aims at increasing the product’s functional performance.

Feature Improvement – aims in adding new features

such as size, weight, materials, additives, and accessories that expand the product’s performance,

versatility, safety, or convenience.

Style Improvement – aims at increasing the product’s esthetic appeal.

8. ______ improvement aims at

increasing a product’s esthetic appeal

A. Quality

B. Feature

C. Style

D. Technology


TOP 10 Learning Concepts for

Chapter 11:

Dealing with Competition

Lady Charmayne Hao /

Ronald Wenceslao

April 2011

8. Which of the following is

true?

a. An imitator takes the leader’s product and adapts or improves them.

b. A cloner emulates the leader’s products, name, and packaging but is costs less than the leader’s product.

c. An adapter duplicates the leader’s product and packages and sells it to the black market.

d. A cloner copies some aspects of the leader’s products but maintains a few differentiation.

e. None of the above

56

8. What market follower strategy

adapts or improves the leader’s

products?

a. Counterfeiter

b. Cloner

c. Adapter

d. Imitator


57

“CLONER” emulates the leader’s

products with slight variations

58

What?

How?

Product, name, and packaging are almost identical but cost less than the leader’s product!

8. What market follower strategy

adapts or improves the leader’s

products?

a. Counterfeiter

b. Cloner

c. Adapter

d. Imitator


59


Setting Product Strategy #28

Ivy Villamor / Ronald Wenceslao

April 14, 2011

A Downloadable Template

For use in the Marketing Management Class of

Prof. Remigio Joseph De Ungria

6. Which of the following does not fall

under “Service Differentiation?

A. Ordering ease

B. Conformance

C. Installation

D. Returns

E. All of the above

61



A. Ordering ease

B. Customer training

C. Installation

D. None of the above

E. All of the above

62

Concept 10: Service

Differentiation

Ordering ease : call PLDT hotline

Delivery : 1 day installation

Installation : free installation

Customer training : upon installation

Customer consulting : thru 24/7 hotline and Customer Service

Maintenance & repair: thru 24/7 hotline and Customer Service

Returns : warranty coverage, returnable for defects

http://www.slideshare.net/ivyvillamor



A. Ordering ease

B. Customer training

C. Installation

D. None of the above

E. All of the above

64


Ch 14 Developing Pricing Strategies and Programs

Zaragoza / Wenceslao

April 15, 2011

meghanngettingthere.blogspot.com

1. Consumers use PRICE as an

indicator of _____________.

A. Product Comparability

B. Product Quantity

C. Product Superiority

D. Product Quality


66 meghanngettingthere.blogspot.com

1. Consumers arrive at Price

Perceptions via 4 Key Points EXCEPT

A. Reference Prices

B. Price – Quality Inferences

C. Price Endings

D. Price increase

E. Price Ques


Consumers arrive at Price

Perceptions via 4 Key Points

meghanngettingthere.blogspot.com

Reference Prices

Price – quality Inferences

Price Endings

Price Cues

1. Consumers arrive at Price

Perceptions via 4 Key Points EXCEPT

A. Reference Prices

B. Price – Quality Inferences

C. Price Endings

D. Price increase

E. Price Ques



Chapter 16 – Managing Retailing, Wholesaling, and

Logistics

Joseph Gabriel N. Morales

Ronald Wenceslao

April 14, 2011

Which of the following does not fall

under “Levels of Service”?

A. Self-Service

B. Self-Selection

C. Limited Service

D. Full Service

E. Personal Service

71

Question 1

This levels of service is where the customer

chooses from a given selection.

A. Self-Service

B. Self-Selection

C. Limited Service

D. Full Service


72

Question 1

Levels of Service

73

Self-Service

Customer serves himself (getting slurpee, hotdog

sandwich, soda)

Self-Selection

Customer chooses from given selection

Limited Service

Provides service to a certain extent

Full Service

Provides service from start to end of purchase Source: Marketing Management 13th Ed by Philip Kotler

This levels of service is where the customer

chooses from a given selection.

A. Self-Service

B. Self-Selection

C. Limited Service

D. Full Service


74

Question 1

Chapter 17 Designing and

Managing Integrated Marketing

Yang Zhao / Wenceslao April. 2011

http://zhaointote.blogspot.com/

TOP 10 Learning Question for

1.How many modes of marketing

communication mix?

A. 2

B. 4

C. 6

D. 8

E. 10


1.What model of the marketing communication mix

deals with face-to-face interactions with one or

more prospective purchasers?

A. Interactive Marketing

B. Direct Marketing

C. Word of Mouth Marketing

D. Personal Selling



Marketing Communication mix

(8 major models of Communication)

Direct Marketing User of mail, Tel, fax, e-mail, or Internet to communicate directly with or

solicit response or dialogue from specific, customers and prospects.

Interactive Marketing Online activities and programs designed to engaged customers or

prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services

Word- of - Mouth Marketing People-to-people oral, written, or electronic communications that related to

merits or experiences of purchasing or using products or services.

Personal Selling Face-to-face interaction with one or more prospective purchasers for the

purpose of making presentations, answering questions, and procuring

orders. http://zhaointote.blogspot.com/

1.What model of the marketing communication mix

deals with face-to-face interactions with one or

more prospective purchasers?

A. Interactive Marketing

B. Direct Marketing

C. Word of Mouth Marketing

D. Personal Selling




Ch18: Managing Mass Communications

Ira A. Ong

Ronald Wenceslao

April 2011

1. Which of the 5Ms refers to

the evaluation of advertising

impact on sales?

A. Money

B. Mission

C. Media

D. Message




impact on sales?

A. Money

B. Measurement

C. Media

D. Message


How do we evaluate the

results?

Measurement

Sales Impact Communication Impact



impact on sales?

A. Money

B. Measurement

C. Media

D. Message



Ch 19: Managing Personal

Communications

Caroline P. Quarte

Ronald Wenceslao

April 2011

http://carolinequarte.blogspot.com/

4. Which of the following is

true?


Question

A. Personal marketing refers to the use of the

Internet to reach customers.

B. Direct marketing refers to the use of the Internet to reach customers.

C. Interactive marketing refers to the use of the

Internet to reach customers.

D. Social marketing refers to the use of the Internet

to reach customers.

4. _____ marketing refers to the

use of the Internet to reach

customers?


Question

A. Personal

B. Direct

C. Interactive

D. Social marketing


Interactive marketing is the use of Internet

to reach customers. It provides marketers

and consumers with opportunities for greater

interaction and individualization


4. _____ marketing refers to the

use of the Internet to reach

customers?


Question

A. Personal

B. Direct

C. Interactive

D. Social marketing



Chapter 20 Introducing New

Market Offerings

Louie Mark Quizon

Ronald Wenceslao

April 15, 2011

http://louiemarkquizon.blogspot.com

7. ________ is an individual’s

decision to become a regular

user of the product

A. Awareness

B. Interest

C. Evaluation

D. Trial

E. Adoption

91 http://louiemarkquizon.blogspot.com

7. ________ is when the consumer is

stimulated to seek information about

the innovation

A. Awareness

B. Interest

C. Evaluation

D. Trial

E. Adoption



Awareness

Interest

Evaluation

Trial

Adoption

The consumer is stimulated to

seek information about the

innovation

7. ________ is when the consumer is

stimulated to seek information about

the innovation

A. Awareness

B. Interest

C. Evaluation

D. Trial

E. Adoption



Tapping into Global Markets 21

Sandel, Lee Aizabel L.

Ronald Wenceslao

April 14, 2011

www.leeaizabelsandel.blogspot.com

2. NAFTA is an acronym for

____________.

A. North American Foreign Trade Association

B. North American Foreign Trade Agreement

C. North American Free Trade Association

D. North American Free Trade Agreement

E. None of the above.

96 www.leeaizabelsandel.blogspot.com

2. The following are examples of

Regional Free Trade Zones EXCEPT

for:

A. APEC

B. NAFTA

C. UFC

D. European Union

E. ASEAN


Regional Free Trade Zones


European Union NAFTA

MERCOSUL APEC ASEAN

2. The following are examples of

Regional Free Trade Zones EXCEPT

for:

A. APEC

B. NAFTA

C. UFC

D. European Union

E. ASEAN



Chapter 22: Managing A Holistic Marketing Organization For The

Long Run

Mira Lynn Serrano

Ronald Wenceslao

April 14, 2011

miralynnserrano.blogspot.com

http://miralynnserrano.blogspot.com/

http://www.miralynnserrano.blogspot.com/

6. The following are different types

of Marketing Control, except:

A. Annual Plan Control

B. Efficiency Control

C. Cost Control

D. Profitability Control

E. Strategic Control

101 miralynnserrano.blogspot.com



6. Which marketing control

examines whether the PLANNED

RESULTS are achieved is ______.



C. Strategic Control







Different Types of

MARKETING CONTROL

• Top management

• Middle management

Annual Plan control

• Marketing controller Profitability

control

• Line and Staff management

• Marketing controller

Efficiency control

• Top management

• Marketing Auditor

Strategic control

To examine whether the PLANNED RESULTS are

being achieved



6. Which marketing control

examines whether the PLANNED

RESULTS are achieved is ______.



C. Strategic Control






Revised Chapter Questions - Wenceslao

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