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Improved Learning Questions for
Kotler’s 22 Chapters
Anna O. MedinaJuly 2011
http://annalimedina.blogspot.com/
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TOP Learning Questions for Kotler’s 22 Chapters
Ria AbendanJuly 2011
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4. Value is the sum of customers’ perceived _______ and _______.
A. Expectation and benefitB. Share of mind and equityC. Image and equityD. Equity and costE. Cost and benefit
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What is the definition of “Value”
A. Value pertains to a customers expectation and percieved benefit
B. Value is brand equityC. Value is image and qualityD. Value pertains to a customer’s
expectation and the products ability to deliver based on perceived expectation
E. Value pertains to a product’s cost vs. its benefit
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Value and Satisfaction are important concepts in Marketing
• Value = sum of customers’ perceived benefits and costs
• Combination of the customer value triad (QSP)
VALUE
QUALITY
SERVICE PRICE
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What is the definition of “Value”
A. Value pertains to a customers expectation and percieved benefit
B. Value is brand equityC. Value is image and qualityD. Value pertains to a customer’s
expectation and the products ability to deliver based on perceived expectation
E. Value pertains to a product’s cost vs. its benefit
http://annalimedina.blogspot.com/
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10 Questions
Chapter 2: Developing MarketingStrategies and Plans
Steven Michael Y. AndradaApril 15, 2011
www.stevenandrada.blogspot.com
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5. What kind of business orientation that puts the customer at the heart of the business?
A. Product orientationB. Geographical orientationC. Market orientationD. Competence orientationE. None of the above
www.stevenandrada.blogspot.com
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Placing a customer first is an example of what type of orientation?
A. Product orientationB. Price orientationC. Place orientationD. People orientationE. None of the above
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Examples
www.stevenandrada.blogspot.com
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
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Placing a customer first is an example of what type of orientation?
A. Product orientationB. Price orientationC. Place orientationD. People orientationE. None of the above
http://annalimedina.blogspot.com/
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TOP 10 Learning Questions
Ch 3: Gathering Information and Scanning the Environment
Ma. Katrina S. AvellanaApril 2011
http://kavellana.blogspot.com
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1. Marketing Information System (MIS) consists of the following except:
http://kavellana.blogspot.com
A. People
B. Equipment
C. Information
D. Procedures
E. All of the above
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1. Marketing Information System (MIS) lays on what key ingredient:
A. People Information
B. Equipment Information
C. Intelligence report
D. Procedural information
E. All of the above
http://annalimedina.blogspot.com/
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Marketing Information System (MIS)
http://kavellana.blogspot.com
•Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute
needed, timely and accurate information to marketing decision makers.
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1. Marketing Information System (MIS) lays on what key ingredient:
A. People Information
B. Equipment Information
C. Intelligence report
D. Procedural information
E. All of the above
http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Chapter 4: Conducting Marketing Research and
Forecasting Demand
Megha Behani15th April ’2011
http://meghabehani.blogspot.com
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#8: Cluster sample and Quota sample are types of ___
A. Probability samplesB. Non-Probability samplesC. Simple random samplesD. Samples where one belongs to
probability sample and the other belongs to non-probability sample
E. None of the above
http://meghabehani.blogspot.com
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#8: Cluster sample and Quota sample are types of ___
A. Probability measurementsB. Non-Probability measurementsC. Simple random measurementsD. Primary data measurementsE. None of the above
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Concept:What are the types of samples in order to generate primary data?
Probability Samples Simple random Stratified random Cluster
Nonprobability Samples Covenience Judgement Quota
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#8: Cluster sample and Quota sample are types of ___
A. Probability measurementsB. Non-Probability measurementsC. Simple random measurementsD. Primary data measurementsE. None of the above
http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Creating Customer Value, Satisfaction & Loyalty and Ch 5
Joan SolivenApril 15, 2011
http://joansoliven.blogspot.com/
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All are examples of how to use a database except..?
A. Identify ProspectsB. Target Offers C. Avoid MistakesD. Deepen Loyalty E. Know Competitors
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10. Which is not one of the ways in using Database?
A. Identify ProspectsB. Target Offers C. Avoid MistakesD. Deepen Loyalty E. Interactive customers
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Five Ways in using Database
To identify prospects To identify prospects
To target offers To target offers
To deepen loyaltyTo deepen loyalty
To reactive customers To reactive customers
To avoid mistakes To avoid mistakes
http://joansoliven.blogspot.com/Source: Marketing Management 13th Edition by Philip Kotler
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10. Which is not one of the ways in using Database?
A. Identify ProspectsB. Target Offers C. Avoid MistakesD. Deepen Loyalty E. Interactive customers
http://annalimedina.blogspot.com/
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27
Analyzing Consumer Markets
Rustie M. FidelApril 15, 2011
Top 10 Learning Questions for Chapter 06 :
http://rustie27.blogspot.com/
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There are 5 Brands of Personality. Sincerity, Sophistication, Excitement, Ruggedness and _____ .
A. IntegrityB. HonestyC. HopeD. CompetenceE. None of the Above
http://rustie27.blogspot.com/
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Sincerity, Sophistication, Excitement, Ruggedness and competence are all examples of?
A. Brand IdentityB. Brand EquityC. Brand BuildingD. Brand PersonalityA. None of the Above
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Brand Personality
Sincerity Excitement
Sophistication Competence
Ruggedness
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Sincerity, Sophistication, Excitement, Ruggedness and competence are all examples of?
A. Brand IdentityB. Brand EquityC. Brand BuildingD. Brand PersonalityA. None of the Above
http://annalimedina.blogspot.com/
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Office requisitions are an example of:
A. ReordersB. Supplies consumablec. Modified re-buyD. Straight re-buyE. New Task
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Office requisitions are an example of:
A. ReordersB. Supplies consumablec. Modified re-buyD. Straight re-buyE. New Task
http://annalimedina.blogspot.com/
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TOP 10 Learning Questions
Ch 8: Identifying Market Segments and Targets
Myrtle FrantillaApril 14, 2011
http://myrtlefrantilla.blogspot.com/ 37
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http://myrtlefrantilla.blogspot.com/ 38
All of the following are Behavioral Variables EXCEPT:
A.OccasionsB.BenefitsC.User StatusD.Loyalty StatusE.They are all examples of
Behavioral Variables
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39
All of the following are Behavioral Variables EXCEPT:
A.OccasionsB.BenefitsC.User StatusD.Loyalty StatusE. User preferences
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http://myrtlefrantilla.blogspot.com/
Behavioral Segmentation
40http://myrtlefrantilla.blogspot.com/
Decision Roles
•Initiator
•Influencer
•Decider
•Buyer
•Seller
Behavioral Variable•Occasions
•Benefits
•User Status
•Buyer Readiness•Loyalty Status
•User Rate
•Attitude
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All of the following are Behavioral Variables EXCEPT:
A.OccasionsB.BenefitsC.User StatusD.Loyalty StatusE. User preferences
http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Ch 9: Creating Brand Equity
Soleil GanApril 2011
http://taeyangxinyi.blogspot.com
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______ is what the brand stands for and what it promises to consumers.
A. Brand EssenceB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Characteristic
http://taeyangxinyi.blogspot.com
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______ is what the brand stands for and what it promises to consumers.
A. Brand PromiseB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Name
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Aaker ModelStart managing your brand
Brand Identity- what the brand stands for (and)- what the brands promises to customers Core Identity Elements Extended Identity Elements Brand Essence
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
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______ is what the brand stands for and what it promises to consumers.
A. Brand PromiseB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Name
46http://annalimedina.blogspot.com/
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TOP 10 Questions for
Chapter 10:
Crafting the Brand Positioning
Anna Katrina L. Guray/ Ira A. OngApril 15, 2011
http://annaguray06.blogspot.com
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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
48
Question w/ Answer
http://annaguray06.blogspot.com
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Points of parity pertains to:
a. Benefits/associations that can be shared with other brands
b. Benefits/associations that can be shared with the customers
c. Benefits/associations that can be shared with stakeholders
49http://annalimedina.blogspot.com/
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POPs are POINTS-OF-PARITY
Concept 1: POPs
+ =
= + +
http://annaguray06.blogspot.com
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Points of parity pertains to:
a. Benefits/associations that can be shared with other brands
b. Benefits/associations that can be shared with the customers
c. Benefits/associations that can be shared with stakeholders
51http://annalimedina.blogspot.com/
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TOP 10 Learning Concepts for
Chapter 11:
Dealing with Competition
Lady Charmayne Hao/ Ira A. OngApril 2011
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4. Switching cost is an example barrier to entry of
a. Supplier Powerb. Threat of new entrantsc. Buyer Powerd. All of the above e. None of the above
53
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Switching cost is an example of
a. Customers Purchasing Powerb. Threat of new entrantsc. Customers Preferences d. All of the above e. None of the above
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What determines market segment?
55
Michael Porter’s
Five Forces
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Switching cost is an example of
a. Customers Purchasing Powerb. Threat of new entrantsc. Customers Preferences d. All of the above e. None of the above
http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Setting Product Strategy #28
Ivy VillamorApril 14, 2011
A Downloadable TemplateFor use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria
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1. It is the a classification of product based on use and shopping habits of customers?
A. Durability and TangibilityB. Industrial GoodsC. Consumer GoodsD. Homo/Heterogeneous GoodsE. None of the above
58
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____is the a classification of a product based on use and shopping habits of customers.
A. Durability and TangibilityB. Industrial GoodsC. Consumer GoodsD. Homo/Heterogeneous GoodsE. None of the above
59http://annalimedina.blogspot.com/
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Consumer Goods for end users’ consumption on the basis of shopping habits.
Concept 4: Market Survival Mix of Different Product Classifications – Use (Consumer Goods)
Convenience Shopping
Specialty Unsought
http://www.slideshare.net/ivyvillamor
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____is the a classification of a product based on use and shopping habits of customers.
A. Durability and TangibilityB. Industrial GoodsC. Consumer GoodsD. Homo/Heterogeneous GoodsE. None of the above
61http://annalimedina.blogspot.com/
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TOP 10 Learning Questions
Ch 13 Designing and Managing Services
Ronald Patrick G. Wenceslao/ April 2011
rgwenceslao.blogspot.com
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4
5. Service positioning strategy can be made tangible through?
A. Price, Place, PeopleB. Place, Promotion, PriceC. People, Product, PromotionD. Price, Position, PromotionE. Product, Place, People
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____, _____, ____ makes service positioning strategy tangible
A. Price, Place, PeopleB. Place, Promotion, PriceC. People, Product, PromotionD. Price, Position, PromotionE. Product, Place, People
http://annalimedina.blogspot.com/
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4
Services can be made tangible through
• Place• People• Equipment• Communication material• Symbols• Price
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____, _____, ____ makes service positioning strategy tangible
A. Price, Place, PeopleB. Place, Promotion, PriceC. People, Product, PromotionD. Price, Position, PromotionE. Product, Place, People
http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Ch 14 Developing Pricing Strategies and Programs
ZaragozaApril 15, 2011
meghanngettingthere.blogspot.com
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10. The sale of KFC’s Bucket Meal or McDonald’s Twister Fries is a good example of companies adapting their prices via this method.
68meghanngettingthere.blogspot.com
A. GeographicalB. Discounts/AllowancesC. PromotionalD. DifferentiatedE. None of the Above
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10. The case on the sale of KFC’s Bucket Meal vs. McDonald’s Twister Fries is an example of:
69
A. Geographical MethodB. Discounts MethodC. Promotional MethodD. Differentiated Method
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This method helps COMPANIESINCREASE SALES
70meghanngettingthere.blogspot.com
From Philip Kotler’s, Marketing
Management, 13th Edition
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This method also helps toincrease publicity and demand
71meghanngettingthere.blogspot.com
From Philip Kotler’s, Marketing
Management, 13th Edition
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10. The case on the sale of KFC’s Bucket Meal vs. McDonald’s Twister Fries is an example of:
72
A. Geographical MethodB. Discounts MethodC. Promotional MethodD. Differentiated Method
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All listed are major types of retailer except:
A. SuperstoreB. Convenience StoreC. BazaarD. Catalog ShowroomE. Discount Store
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Question 10
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All are samples of a retailer except:
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A. Convenient StoresB. GroceriesC. MallsD. Catalogue ShowroomE. Discount Stores F. Bazaars
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Specialty Store
- Limited product lines such as jewelry or men’s clothing
76
Source: Marketing Management 13th Ed by Philip Kotler
Major Types of Retailer
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Department Store
- Wide variety of product lines
77
Source: Marketing Management 13th Ed by Philip Kotler
Major Types of Retailer
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Supermarket
- Wide range of food, toiletries, and other basic household items
78
Source: Marketing Management 13th Ed by Philip Kotler
Major Types of Retailer
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Convenience Store
- Similiar to a supermarket, but at a smaller scale
- Usually located in residential areas- Provide customers convenient place and
time to buy needed items
79
Source: Marketing Management 13th Ed by Philip Kotler
Major Types of Retailer
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Discount Store
- wide variety of merchandise at low prices
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Source: Marketing Management 13th Ed by Philip Kotler
Major Types of Retailer
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Off-price Retailer
- Goods priced below regular retail prices.
81
Source: Marketing Management 13th Ed by Philip Kotler
Major Types of Retailer
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Superstore
- specializes in a range of related products
- huge selling space- Can be selling either gen. merchandise
or specialty stores
82
Source: Marketing Management 13th Ed by Philip Kotler
Major Types of Retailer
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Catalog Showroom
- Small area for display, big area for warehousing
- Has declined since the boom of online shopping
83
Source: Marketing Management 13th Ed by Philip Kotler
Major Types of Retailer
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All are samples of a retailer except:
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A. Convenient StoresB. GroceriesC. MallsD. Catalogue ShowroomE. Discount Stores F. Bazaars
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Chapter 17 Designing and Managing Integrated Marketing
Yang ZhaoApril. 2011
http://zhaointote.blogspot.com/
TOP 10 Learning Question for
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3.The hierarchy-of-effects in marketing communications
a) Attention - Interest - Desire - Actionb) Awareness - Knowledge - Liking - Preference - Conviction - Purchasec) Exposure - Reception - Cognitive Response - Attitude - Intention - Behaviord) Awareness - Interest - Evaluation - Trial - Adoption
http://zhaointote.blogspot.com/
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Marketing Communications follows which basic model?
a) AIDA Modelb) Hierarchy of Effects Modelc) Innovation – Adoption Modeld) Communications Modele) Branding Model
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Model in chart
http://zhaointote.blogspot.com/
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Marketing Communications follows which basic model?
a) AIDA Modelb) Hierarchy of Effects Modelc) Innovation – Adoption Modeld) Communications Modele) Branding Model
http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Chapter 18 Managing Mass Communications
Francis Benson C. HugoApril 14, 2011
http://ph.linkedin.com/in/francisbensoncabehugo
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2. Among the 5 factors to consider in setting the advertising budget, which statement is TRUE?
A. Established brands are usually supported with higher advertising budgets.
B. High-market-share brands usually require less advertising expense as a percentage of sales.
C. A brand does not need to advertise more heavily in a market with many competitors.
D. Advertising frequency does not have an impact on the advertising budget.
E. None of the above
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What must be considered in the establishment of an advertising budget?
A. Stage in product life cycleB. Market share and consumer baseC. Competition and clutterD. Advertising frequencyE. Product sustainability F. None of the above
92http://annalimedina.blogspot.com/
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5 factors to consider in setting up an advertising budget
93http://ph.linkedin.com/in/francisbensoncabehugo
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What must be considered in the establishment of an advertising budget?
A. Stage in product life cycleB. Market share and consumer baseC. Competition and clutterD. Advertising frequencyE. Product sustainability F. None of the above
94http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Ch 19: Managing Personal Communications
Caroline P. QuarteApril 2011
http://carolinequarte.blogspot.com/
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3. What is the RFM formula for selecting prospects?
http://carolinequarte.blogspot.com/
Answer
A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Recency, Functionality, Monetary
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In advertising what is the RFM formula?
A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Rationale, Familiarity(Brand), Monetary
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RFM Formula is a marketing technique used to determine quantitatively which customers are the best ones
- how recently a customer has purchased (Recency)
- how often they purchase (Frequency)
- how much the customer spends (Monetary).
http://carolinequarte.blogspot.com/
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In advertising what is the RFM formula?
A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Rationale, Familiarity(Brand), Monetary
http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Chapter 20 Introducing New Market Offerings
Louie Mark QuizonApril 15, 2011
http://louiemarkquizon.blogspot.com
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3. Which of the following statements in creativity techniques is false? A. In attribute listing, list first the attributes of
an object and then modifyB. In forced relationships, list several ideas and
consider each one in relation to another.C. In morphological analysis, many solutions can
be generated by the combination of ideasD. In reverse assumption analysis, take a
familiar concept and put it in a new contextE. In mind mapping, you should create
associations with each new idea
101http://louiemarkquizon.blogspot.com
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Which of the following statements is false? A. In attribute listing, list first the attributes of
an object and then modifyB. In forced relationships, list several ideas and
consider each one in relation to another.C. In morphological analysis, many solutions can
be generated by the combination of ideasD. In reverse assumption analysis, take a
familiar concept and put it in a new contextE. In mind mapping, you should create
associations with each new idea
102http://annalimedina.blogspot.com/
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Example: TeamManila’s Creativity Generation – New Context
103http://louiemarkquizon.blogspot.com
Familiar Process:• Company
designers choose designs to sell
New Context:• Customers choose
what designs to sell
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Which of the following statements is false? A. In attribute listing, list first the attributes of
an object and then modifyB. In forced relationships, list several ideas and
consider each one in relation to another.C. In morphological analysis, many solutions can
be generated by the combination of ideasD. In reverse assumption analysis, take a
familiar concept and put it in a new contextE. In mind mapping, you should create
associations with each new idea
104http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Tapping into Global Markets 21
Sandel, Lee Aizabel L.April 14, 2011
www.leeaizabelsandel.blogspot.com
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1. The following are the stages of Internationalization. Except…
A. No regular export activities.B. Market products/service internationallyC. Export via independent agentsD. Establish sales subsidiariesE. Establish production facilities abroad
106www.leeaizabelsandel.blogspot.com
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A key success ingredient to enter the international market is:
A. Market products/service internationallyB. Export via independent agentsC. Establish sales subsidiariesD. Establish production facilities abroadE. Establish product and service globally
107http://annalimedina.blogspot.com/
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4 Stages of Internationalization
108
Establish sales
subsidiaries
No regular export activity
Export via independent agents
Establish production facilities abroad
Stage 1
Stage 2
Stage 3
Stage 4
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A key success ingredient to enter the international market is:
A. Market products/service internationallyB. Export via independent agentsC. Establish sales subsidiariesD. Establish production facilities abroadE. Establish product and service globally
109http://annalimedina.blogspot.com/
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TOP 10 Learning Questions for
Chapter 22: Managing A Holistic Marketing
Organization For The Long Run
Mira Lynn SerranoApril 14, 2011
miralynnserrano.blogspot.com
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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
111miralynnserrano.blogspot.com
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A key benefit of Internal Marketing is________ .
A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity
112http://annalimedina.blogspot.com/
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FUNCTIONAL ORGANIZATION
5miralynnserrano.blogspot.com
is the most COMMON form of
Marketing organization and for
Administrative SIMPLICITY
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Effective Internal Marketing using
FUNCTIONAL ORGANIZATION
7miralynnserrano.blogspot.com
Marketing Vice President
Consists of FINGERS
as Specialists or
Managers with
different Functions
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A key benefit of Internal Marketing is________ .
A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity
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Improved Learning Questions for
Kotler’s 22 Chapters
Anna O. MedinaJuly 2011
http://annalimedina.blogspot.com/