grp2 all files (exc 11 & 15)

TOP 10 Learning Questions for

Chapter 10Crafting The Brand

Position

(D)evout - Mary Josette EnriquezDecember 16,2011

www.maryjosetteienriquez.blogspot.com

All Marketing strategy is built on STP _________

a. segregation, targeting, & planning

b. segmentation, timing & piping

c. segmentation, targeting & positioning

d. systematization, targeting & positioning

e. segregation, timing & planning

2www.maryjosetteienriquez.blogspot

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Developing & Communicating A Position Strategy

All marketing strategy is built on STP:

Segmentation TargetPositioning

If a company does a poor job

of position , the market will be confused. 3


All Marketing strategy is built on STP _________

a. segregation, targeting, & planning

b. segmentation, timing & piping

c. segmentation, targeting & positioning

d. systematization, targeting & positioning

e. segregation, timing & planning


.com

The result of positioning is the successful creating of a _________ a cogent reason why the target market should buy the product

a. an excellent promotional campaign

b. customer-focused value proposition

c. demand channel

d. everyday low pricing

e. strategic window of opportunity


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Know the value of your product with your customers


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The result of position is the successful

creation of a customer-focused value proposition,

a cogent reason why the target market

should buy the product.

Positioning requires that similarities and

difference between brands be defined and communicated.

The result of positioning is the successful creating of a _________ a cogent reason why the target market should buy the product

a. an excellent promotional campaign

b. customer-focused value proposition

c. demand channel

d. everyday low pricing

e. strategic window of opportunity


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A Product has a life cycle that assert things except:

a. product has a limited life.

b. product has unlimited life.

c. Product sales pass stages posing challenges, opportunities & problems to seller.

d. Profits rise & fall different stages of the product life cycle.

e. Products require different marketing, financial, manufacturing, purchasing & hr strategies.


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Product life cycle is your partner in marketing strategy

A company's position and differentiation strategy must change as the product, market and competitors change over the product life cycle.


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Product life cycle is your partner in marketing strategy


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1. product has a limited life.

2. Product sales pass stages posing challenges, opportunities & problems to seller.

3.Profits rise & fall different stages of the product life cycle.

4.Products require different marketing, financial, manufacturing, purchasing & hr strategies.


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a. product has a limited life.

b. product has unlimited life.

c. Product sales pass stages posing challenges, opportunities & problems to seller.

d. Profits rise & fall different stages fo the product life cycle.

e. Products require different marketing, financial, manufacturing, purchasing & hr strategies.


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Long term market leadership has different factors except

a. vision of a mass market & persistenceb. relentless innovationc. financial commitmentd. asset leveragee. good promotion


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Long term market leadership has different factors


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1. vision of a mass market



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2. persistence



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3. relentless innovation



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4. financial commitment



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4. asset

leverage

Long term market leadership has different factors except

a. vision of a mass market & persistenceb. relentless innovationc. financial commitmentd. asset leveragee. good promotion


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Which of the following is true with Points of difference (PODs)?

a.PODs are attributes that are not strongly

associate with a brand positively evaluate.

b.PODs are benefits associate with a positively evaluate.

c.PODs have same extent with competitive brand

d.PODs associates with virtually some type of attribute.

e. PODs are attributes or benefits strongly associate

a brand with positively evaluate that can't

find same extent with a competitive brand.

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Points of difference (PODs) are essential in marketing

Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand.

The apples are same but

One is distinct because

color


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Which of the following is true with Points of difference (PODs)?

a.PODs are attributes that are not strongly

associate with a brand positively evaluate.

b.PODs are benefits associate with a positively evaluate.

c.PODs have same extent with competitive brand

d.PODs associates with virtually some type of attribute.

e. PODs are attributes or benefits strongly associate

a brand with positively evaluate that can't

find same extent with a competitive brand.

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Which of the following is true with Points of Parity (POPs)?

a. Association that are necessarily unique to the

brand but may be share with other brands

b. Association that are not necessarily unique to

the brand but may be shared with other brands.

c. Association uniquely brand but shared with others.

d.Association that are not necessarily unique to brand .

e.Association that may be shared with other brands.


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Points of Parity (POPs) is needed in marketing

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

twitter,facebook,linkedin,

Myspace share the association

As social networks


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Which of the following is true with Points of Parity (POPs)?

a. Association that are necessarily unique to the

brand but may be share with other brands

b. Association that are not necessarily unique to

the brand but may be shared with other brands.

c. Association uniquely brand but shared with others.

d.Association that are not necessarily unique to brand .

e.Association that may be shared with other brands.


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Zagu drink business is an example of what special category product life cycle?

a. fashion

b. fad

c. style

d.trend

e.vogue


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3 special category product life cycle

1. Style is a basic distinctive mode of expression appearing in a field of human endeavor.

2. fashion is a currently accepted or popular style in a given field.

3.Fads are fashion that come quickly into public view are adopted with great zeal, peak early, and decline very fast.


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Zagu drink business is an example of what special category product life cycle?

a. fashion

b. fad

c. style

d.trend

e.vogue


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Betamax products is in the ____Stage of the product cycle.

a. introduction

b. Growth

c. Maturity

d. decline

e. none of the above


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The four stages in a product life cycle


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Introduction stage in a product life cycle

A period of slow sales growth as the product is introduced in the market.

Profits are non-existed because of the heavy expenses of product introduction.


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Growth stage in a product life cycle

A period of rapid market acceptance and substantial

profit improvement.


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Maturity stage in a product life cycle

A slowdown in sales growth because the product has achieved acceptance by most potential buyers.

Profits stabilize or decline because of increased competition.


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Decline stage in a product life cycle

Sales show a downward drift and profits erode.


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Betamax products is in the ____Stage of the product cycle.

a. introduction

b. Growth

c. Maturity

d. decline

e. none of the above


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An example of product with competitive advantage is ...

a. mac iphone

b. nokia cellular phone

c. samsung cellular phone

d. ericsson cellular

e. cherry mobile cellular phone


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Know your edge against competitor

Avoid the commodity trap, marketers must start with belief that you can differentiate anything.

Competitive advantage is a company's ability to perform in or more ways

the competitors cannot or will not.


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An example of product with competitive advantage is ...

a. mac iphone

b. nokia cellular phone

c. samsung cellular phone

d. ericsson cellular

e. cherry mobile cellular phone


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the brand positioning of pepsi are the following except:

a.endorsed by celebrities

b.unique delicious taste, refreshes

c. affordability

d. cool hip different alternative

e. attractive packaging and design


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Key in brand positioning:

Positioning is the act of designing the

company's offering and image to occupy a distinctive place in the minds of the

target market.

The goal is to locate the brand

in the mind of consumers to maximize

the potential benefit to the firm.


.com

the brand positioning of pepsi are the following except:

a.endorsed by celebrities

b.unique delicious taste, refreshes

c. affordability

d. cool hip different alternative

e. attractive packaging and design


.com


Chapter 10Crafting The Brand

Position

(D)evout - Mary Josette EnriquezDecember 16,2011


TOP 10 Learning Questions for(Chapter 12)

LU, QINGJUAN

December 16, 2011

Chapter 12 Setting Product Strategy

1. In below five of the Product Levels-Customer-Value Hierarchy, which one is the Fundamental level of the hierarchy?

A. Potential ProductB. Augmented ProductC. Expected ProductD. Basic ProductE. Core Benefit

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Product Levels: The Customer-Value Hierarchy

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2. At the third level of the customer value hierarchy, the marketer prepares a(n) _____, a set of attributes and conditions buyers normally expect when they purchase this product.

A. Potential productB. Expected productC. Augmented productD. Basic productE. Anticipated product

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Customer-Value Hierarchy

At the third level, the marketer prepares an Expected Product, a set of attributes and conditions buyers normally expect when they purchase this product.

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3. _____ goods are purchased without any planning or search effort.

A. StaplesB. ImpulseC. UnsoughtD. EmergencyE. Nondurable

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Consumer- Goods Classification

Staples are goods consumers purchase on regular basis.

Impulse goods are purchased without any planning or search effort.

Emergency goods are purchased when a need is urgent.

Unsought goods are those the consumer does not know about or does not normally think of buying.

Nondurable goods are tangible goods normally consumed in one or a few uses.

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4. Buyers expect products to have a high _____, which is the degree to which all the produced units are identical and meet the promised specifications.

A. Performance quality B. Conformance quality C. Durability D. Repairability E. Reliability

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Conformance Quality

Conformance Quality which is the degree to which all the produced units are identical and meet the promised specifications.

Durability measure of the product’s expected operating life under natural or stressful conditions is a valued attribute for certain products.

Reliability measure of the probability that a product will not malfunction or fail within a specified time period

Repairability measure the ease of fixing a product when it malfunctions or fails.

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5. Tide detergent comes in two scents and two additives creating variation with the brand. This refers to the _____ of the product mix.

A. DepthB. LengthC. WidthD. ConsistencyE. Breath

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Product Systems and Mixes

The Width of a product mix refers to how many different product lines the company caries.

The Length of a product mix refers to the total number of items in the mix.

If Tide comes in two scents, two formulations and two additives, Tide has a depth of eight because there are eight distinct variants.

The Consistency of the product mix refers to how closely related the various product lines are in end use.

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6. A company can classify its products into four types. Which type of product produces a high sales volume and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity?

A. Core productB. Staple productC. Specialty productD. Convenience itemsE. Shopping goods

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Four types of Product yield different gross margins depending on sales volume and promotion.

Core products-high sales volume and are heavily promoted but with low margins because then are viewed as undifferentiated commodities.Staples-Items with lower sales volume and no promotion.Specialties- Items with lower sales volume but that might be highly promoted.Convenience items- high volume but receive less promotion.

7. A company may wish to enter the high end of the market for more growth , higher margins, or simply to position themselves as full-line manufacturers. This is called a(n) _____?

A. Two-way stretch B. Up-market stretch C. Down-market stretch D. Sideways stretch E. High-end stretch

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Line Stretching

• Down-Market Stretch: A company positioned in the middle market may want to introduce a lower-price line

• Up-Market Stretch: Companies may wish to enter the high end of the market to achieve more growth.

• Two-Way Stretch: Companies serving the middle market might decide to stretch their line in both directions.

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8. A company normally develop product lines rather than single products and introduce price steps, This is _____?

A. Product-Line PricingB. Optional-Feature PricingC. Captive-Product PricingD. Two-part PricingE. By-product Pricing

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Product-Mix Pricing

Product-line pricing is company normally develop product lines rather than single products and introduce price steps.

Optional-feature pricing is company offer optional products, features, and services along with their main product.

Captive-product pricing are some products require the use of ancillary products, or captive products.

Two-part pricing is consisting of a fixed fee plus a variable usage fee.

By-product pricing is the production of certain goods meats, pertroleum products and other chemicals.

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9. _____ is defined as all activities of designing and producing the container for a product.

A. DesigningB. PackagingC. ContainerizingD. Labeling E. Marketing

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Packaging

a. Labeling may be a simple tag attached to the product or an elaborately designed graphic that is part of the package.

b. Packaging as all the activities of designing and producing the container for a product.

c. Designing is particularly important is making and marketing retail services, apparel, packaged goods and durable equipment.

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10. A _____ is a formal statement of expected product performance by the manufacturer.

A. Guarantee

B. Label

C. Promise

D. Warranty

E. Mission statement

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Packaging, Labeling, Warranties, and Guarantees

A. Packaging as all the activities of designing and producing the container for a product.

B. Labeling may be a simple tag attached to the product or an elaborately designed graphic that is part of the package.

C. Warranties are formal statement of expected product performance by the manufacturer.

D. Guarantees reduce the buyer’s perceived risk.

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Chapter 12 concepts

o Product is the first and most important element of marketing mix. Product strategy calls for making coordinated decisions on product mixes, product lines, brands, and packaging and labeling.

o In planning its market offering, the marketer needs to think through the five levels of the product: the core benefit, the basic product, the expected product, the augmented product, and the potential product, which encompasses all the augmentations and transformations the product might ultimately undergo.

o Products can be classified in several ways. In terms of durability and reliability, products can be nondurable goods, durable goods, or services.

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Chapter 12 concepts

Brands can be differentiated on the basis of a number of different product or service dimensions: Product form, features, performance, conformance, durability, reliability, repairability, style, and design, as well as such service dimensions as such service dimensions as ordering ease, delivery, installation, customer training, customer consulting, and maintenance and repair.

65

TOP 10 Learning Questions for(Chapter 12)

LU, QINGJUAN

December 16, 2011

Chapter 12 Setting Product Strategy

TOP 10 Learning Questions forSetting Product Strategy

12

Adventurer Alex Go

12.16.11

1. In the 5 product levels of customer-value hierarchy, where does the service “inspection” belong?

A. Core BenefitB. Basic ProductC. Expected ProductD. Augmented ProductE. Potential Product

68http://lexgo-passionforlife.blogspot.com/

Customer-Value Heirarchy


Inspection is the basic product offering which provides quality/ safety as its core benefits


Levels Definition

Core Benefit Service or benefit the customer is really buying

Basic Product Turn the benefit to an actual product

Expected Product Set of attributes and conditions buyers normally expect upon purchase

Augmented Product

Exceeding the customer expectations

Potential Product All possible transformations the offering might undergo in the future

1. In the 5 product levels of customer-value hierarchy, where does the service “inspection” belong?

A. Core BenefitB. Basic ProductC. Expected ProductD. Augmented ProductE. Potential Product


2. An example of durable goods is ____.

A. WineB. PrinterC. Tortilla ChipsD. TissueE. Ink Cartridge


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, one of few uses

2. Durable goods – tangible, many uses3. Services - intangible


Durable goods are those that normally survive many uses


Some examples are: electronic gadgets, printers & cars.

2. An example of durable goods is ____.

A. WineB. PrinterC. Tortilla ChipsD. TissueE. Ink Cartridge


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

A. FormB. StyleC. DesignD. CustomizationE. None of the above


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.


Only design covers the totality of the product features


• Form• Style• Customizatio

n

• Design

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

Total features

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

A. FormB. StyleC. DesignD. CustomizationE. None of the above


4. Convenience, shopping and specialty products are examples of product categories. What is another name for this?

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.

4. Convenience, shopping and specialty products are examples of product categories. What is another name for this?

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


5. Which of the following is true for product mix?

A. Width refers to how closely related the various product lines are

B. Consistency refers to how many variants are offered of each product in the line

C. Depth refers to how many different product lines the company carries

D. None of the above


A product mix has certain width, length, depth and consistency.


None was correct. Right definitions are linked below.

Width

Consistency

Depth


refers to how closely related the various product lines are

refers to how many variants are offered of each product in the line

refers to how many different product lines the company carries

5. Which of the following is true for product mix?

A. Width refers to the total number of items in a mix

B. Consistency refers to how many variants are offered of each product in the line

C. Depth refers to how many different product lines the company carries

D. None of the above


6. What type of co-branding example is Cebu Pacific Citibank Credit Card?

A. Same-company co-brandingB. Joint-venture co-brandingC. Multiple-sponsor co-brandingD. Retail co-branding


Co-branding is the combination of two or more brands into a joint product


Citibank & Cebu Pacific are two separate entities.

Thus they are considered joint venture co-branding


6. What type of co-branding example is Cebu Pacific Citibank Credit Card?

A. Same-company co-brandingB. Joint-venture co-brandingC. Multiple-sponsor co-brandingD. Retail co-branding


7. Which of the following are not essential for product packaging?

A. Convey descriptive and persuasive information

B. Identify the brandC. Display product imageD. Assist at-home storage


Packaging is all activities of designing and producing the container for a product

Packaging must achieve 5 objectivesA. Convey descriptive and persuasive

informationB. Identify the brandC. Assist at-home storageD. Facilitate product transportation and

protectionE. Aid product consumption


Product content photo is not necessary.


7. Which of the following are not essential for product packaging?

A. Convey descriptive and persuasive information

B. Identify the brandC. Display product photoD. Assist at-home storage


8. ______ is a measure of the ease of fixing a product when it malfunctions or fails

A. DurabilityB. Conformance QualityC. ReliabilityD. Repairability


Marketers may differentiate their product on the following:

A. Durability – measure of the product’s expected operating life

B. Conformance Quality- degree to which all units are identical and meet the specifications

C. Reliability- measure that a product will not malfunction

D. Repairability- measure of the ease of fixing a product when it malfunctions or fails


Repairability = fixing


8. ______ is a measure of the ease of fixing a product when it malfunctions or fails

A. DurabilityB. Conformance QualityC. ReliabilityD. Repairability


9. Which of the following statements are incorrect?

A. The broad definition of a product includes events, places and services.

B. Elevators are considered capital itemsC. Absolut Vodka is highly differentiate by

styleD. Free Iphone 4s with a Globe plan of

8,000 is an example of two-part pricing


In the chapter 12, several topics were covered under product strategy

A. Products was broadly defined as anything offered to a market to satisfy a need/ want. (services, events, persons, ideas)

B. Capital items are long lasting goods. It has 2 groups: equipments and installations (where elevators belong)

C. Style describes the look and feel of the product to the buyer. Absolut achieve this in its ads.

D. Two part pricing consist of a fixed fee plus a variable usage fee


Letter D is considered captive product pricing

Captive-product pricing provides a low mark-up is set for the companion main product with a high mark-up for the supplies.

The plan is considered as the companion of the product (cellphone)


9. Which of the following statements are incorrect?

A. The broad definition of a product includes events, places and services.

B. Elevators are considered capital itemsC. Absolut Vodka is highly differentiate by

styleD. Free Iphone 4s with a Globe plan of

8,000 is an example of two-part pricing


10. The leading apparel brand, Bench, recently created high end stores and hired international stars as their endorsers. What type of line stretching is this called?

A. Down-Market StretchingB. Up-Market StretchingC. Two way StretchingD. Down-Line Stretching


Line stretching occurs when a company lengthens its product line beyond its current range.

There are 3 types:Down-Market Stretching- introducing

lower-priced lineUp-Market Stretching- entering the

high end of the marketTwo way Stretching – expansion on

both areas


Since they are targeting the high end market, Bench is doing an up-market stretch


10. The leading apparel brand, Bench, recently created high end stores and hired international stars as their endorsers. What type of line stretching is this called?

A. Down-Market StretchingB. Up-Market StretchingC. Two way StretchingD. Down-Line Stretching


TOP 10 Learning Questions forSetting Product Strategy

12

Adventurer Alex Go

12.16.11

http://lexgo-passionforlife.blogspot.com/

109


For Chapter 13Designing and Managing

Services

Foglight Carlos GonzagaDecember 15, 2011

1. Improving service quality means doing the following except

A. ListeningB. Fair playC. Servant LeadershipD. AdvertisingE. Employee research

110

Improving Service Quality

111

• Listening - understand what customers really want through continuous learning about the expectations and perceptions of customers and noncustomers

• Reliability• Basic service - keep promises, use common sense, listen to

customers, keep customers informed, and be determined to deliver value to customers

• Service design - develop a holistic view of the service while managing its many details

• Recovery - encourage customers to complain, respond quickly and personally, and develop a problem-resolution system

Improving Service Quality

112

• Surprising Customers - process dimensions such as assurance, responsiveness, and empathy are most important in exceeding customer expectations

• Fair play - demonstrate fairness, to customers and employees

• Teamwork – improving employee motivation and capabilities

• Employee research - why do service problems occur and what should companies do to solve problems?

• Servant leadership - Quality service comes from inspired leadership throughout the organization

Nota bene: The actions stated above are essential for improving service quality across service industries. Advertising, on the other hand, is a tool for promotion

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A. ListeningB. Fair playC. Servant LeadershipD. AdvertisingE. Employee research

1. Improving service quality means doing the following except

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

114

Three steps service firms can take to increase quality control

115

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

116

Monitor customer satisfaction - Employ suggestion and complaint systems, customer

surveys, and comparison shopping.

24/7 customer service such as BPI’s 89-100 hotline is form of a suggestion and complaint system that helps companies monitor customer satisfaction.

117

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

3. The gap between perceived service and ____________ can cause unsuccessful service delivery

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

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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

119

Gaps that cause unsuccessful service delivery

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

120

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.

121

3. The gap between perceived service and ____________ can cause unsuccessful service delivery

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

4. The employees' skill in serving the client describes

A. Interactive Marketing

B. Direct Marketing

C. Internal Marketing

D. External Marketing

E. Guerilla Marketing

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Three Types of Marketing in Service Industries

123

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

124

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?).

4. The employees' skill in serving the client describes

A. Interactive Marketing

B. Direct Marketing

C. Internal Marketing

D. External Marketing

E. Guerilla Marketing

125

5. Responsiveness refers to the ____________ to help customers and to provide prompt service.

A. knowledge

B. ability

C. care

D. confidence

E. willingness

126

Five determinants of service quality, in order of importance

1. Reliability - The ability to perform the promised service dependably and accurately

2. Responsiveness - The willingness to help customers and to provide prompt service.

3. Assurance - The knowledge and courtesy of employees and their ability to convey trust and confidence.

4. Empathy - The provision of caring, individualized attention to customers.

5. Tangibles - The appearance of physical facilities, equipment, personnel, and communication materials.

127

Five determinants of service quality, in order of importance

Responsiveness - The willingness to help customers and to provide prompt service.

128

Since the service IS the product, responsiveness is a major factor in measuring quality.

Human factor is critical especially for repetitive service. Prompt action, quick turn around time therefore hinges on the motivation and willingness to serve the customer.

5. Responsiveness refers to the ____________ to help customers and to provide prompt service.

A. knowledge

B. ability

C. care

D. confidence

E. willingness

129

6. The following are solutions to customer failures except

A. Creating high-performance customers by enhancing their role clarity, motivation, and ability

B. Redesigning processes and redefine customer roles to simplify service encounters

C. Encouraging "customer citizenship" where customers help customer

D. Increasing customer shift to self-service technologies

E. Incorporating the right technology to aid employees and customers

130

Root causes of customer failure

131

Root causes of customer failure

132

One study estimated that one-third of all service problems are caused by the customer. With an increasing shift to self-service technologies, this percentage can be expected to rise.Based on the fishbone diagram, the following solutions may address customer failure:

- Creating high-performance customers- Redesigning processes and redefine customer roles- Encouraging "customer citizenship“ - Incorporating the right technology to aid employees

and customers

6. The following are solutions to customer failures except

A. Creating high-performance customers by enhancing their role clarity, motivation, and ability

B. Redesigning processes and redefine customer roles to simplify service encounters

C. Encouraging "customer citizenship" where customers help customer

D. Increasing customer shift to self-service technologies

E. Incorporating the right technology to aid employees and customers

133

7. The Cell phone is an example of

A. Pure tangible good

B. Tangible good with accompanying services

C. Hybrid

D. Major service with accompanying minor goods and services

E. Pure service

134

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

136

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.

An example is Telecom companies offering mobile phones with pre-paid or postpaid plan services.

7. The Cell phone is an example of

A. Pure tangible good

B. Tangible good with accompanying services

C. Hybrid

D. Major service with accompanying minor goods and services

E. Pure service

137

8. Which of the following is false?

A. To reduce uncertainty, buyers will look for evidence of quality by drawing inferences from the place, people, equipment, communication material, symbols, and price.

B. Services are typically produced and consumed simultaneously.

C. Because the quality of services depends on who provides them, when and where, and to whom, services are highly variable.

D. Service companies are unable to demonstrate their service quality through physical evidence and presentation.

E. The right services must be available to the right customers at the right places at the right times and right prices to maximize profitability.

138

Distinctive characteristics of services

Intangibility - To reduce uncertainty, buyers will look for evidence of quality by drawing inferences from the place, people, equipment, communication material, symbols, and price.

Service companies can try to demonstrate their service quality through physical evidence and presentation.

139

Distinctive characteristics of services

Service companies can try to demonstrate their service quality through physical evidence and presentation.

Example: A hotel will develop a look and a style of dealing with customers that realizes its intended customer-value proposition, whether it's cleanliness, speed, or some other benefit.

140

8. Which of the following is false?

A. To reduce uncertainty, buyers will look for evidence of quality by drawing inferences from the place, people, equipment, communication material, symbols, and price.

B. Services are typically produced and consumed simultaneously.

C. Because the quality of services depends on who provides them, when and where, and to whom, services are highly variable.

D. Service companies are unable to demonstrate their service quality through physical evidence and presentation.

E. The right services must be available to the right customers at the right places at the right times and right prices to maximize profitability.

141

9. Jollibee’s Beeda ang Saya is an example of a brand strategy related to

A. Choosing brand elements

B. Establishing image dimensions

C. Devising brand strategy

D. Redefining customer roles

E. Value augmenting services

142

Developing brand strategies for services

Brand elements - logos, symbols, characters, and slogans—can also "pick up the slack" and complement the brand name to build brand awareness and brand image.

These brand elements often attempt to make the service and some of its key benefits more tangible concrete, and real.

143

Developing brand strategies for services

144

Jollibee’s iconic logo, mascot and tagline have been very effective brand elements that helped promote its corporate promise.

9. Jollibee’s Beeda ang Saya is an example of a brand strategy related to

A. Choosing brand elements

B. Establishing image dimensions

C. Devising brand strategy

D. Redefining customer roles

E. Value augmenting services

145

10. Which of the following is true?

A. A farmer may tolerate a combine that will break down three or four times a year.

B. The longer the downtime, the lower the cost.

C. The customer counts on the seller's service dependability to fix the machine quickly

D. The customer usually accepts the need to spend on regular maintenance and repair costs

E. For purchased products, reliability and failure frequency are the least of the customer’s concerns

146

Identifying and Satisfying Customer Needs

Customers have three specific worries:

1. They worry about reliability and failure frequency.

2. They worry about downtime. The longer the downtime, the higher the cost.

3. They worry about out-of-pocket costs. Refers to customer spend on maintenance and repair cost

147

Identifying and Satisfying Customer Needs

Customers worry about downtime. The longer the downtime, the higher the cost.

The customer counts on the seller's service dependability—the seller's ability to fix the machine quickly, or at least provide a replacement service machine so as not to disrupt the customer’s continued usage of the machine’s supposed function.

148

10. Which of the following is true?

A. A farmer may tolerate a combine that will break down three or four times a year.

B. The longer the downtime, the lower the cost.

C. The customer counts on the seller's service dependability to fix the machine quickly

D. The customer usually accepts the need to spend on regular maintenance and repair costs

E. For purchased products, reliability and failure frequency are the least of the customer’s concerns

149

150


For Chapter 13Designing and Managing

Services

Foglight Carlos GonzagaDecember 15, 2011

Chapter 14

Developing Pricing Strategies and Programs

http://huaijunli.blogspot.com/

QUESTION 1

Which of the following is the marketing priority on how do

consumers process and evaluate prices?

A. Reference Prices

B. Price-Quality Inferences

C. Price Endings

D. A B and C

E. None of Them

Answer

Which of the following is the marketing priority on how do

consumers process and evaluate prices?

A. Reference Prices

B. Price-Quality Inferences

C. Price Endings

D. A B and C

E. None of Them

Analysis

All types of reference like fair price typical price last price paid upper-bound price lower-bound price competitor prices expected future prices and usual discounted price

When alternative information about true quality is available price becomes a less significant indicator of quality. When this information is not available ,price acts as a signal of quality

Many sellers believe price should end in an odd numberl. Another explanation for the popularity of “9” ending is that the convey the notion of a discount or bargain.

Question 2

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

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

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. Costs the floor

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

Question 3

Which is not the market skimming makes sense under the following conditions:

A a sufficient number of buyers have a high current demand

B the unit costs of producing a big volume are not so high that they cancel the advantage of charging what the traffic will bear

C the high initial price does not attract more competitors to the market

D the high price communicates the image of a superior product

E none of them

answer

Which is not the market skimming makes sense under the following conditions:

A a sufficient number of buyers have a high current demand

B the unit costs of producing a big volume are not so high that they cancel the advantage of charging what the traffic will bear

C the high initial price does not attract more competitors to the market

D the high price communicates the image of a superior product

E none of them

Analysis

the unit costs of producing a small volume are not so high

that they cancel the advantage of charging what the traffic will bear

Question 4

Suppose a toaster manufacturer has the following costs and sales expectations:

variable cost per unit $10 fixed costs $300,000 expected unit sales 50,000 Now suppose the manufacturer wants to

earn a 20% markup on sales. What is the makeup price should be given by the manufacturer?

Answer

Unit cost = variable cost+ fixed cost/unit sales

=$10+$300,000/50,000 =$16 Markup price=unit cost/(1-desired

return on sales) = $16/(1-0.2) =$20

Question 5

Suppose the toaster manufacturer has invested $1 million in the business and wants to set a price to earn a 20% ROI, specifically $200,000. What is the target-return price and break-even point?

Answer

Target-return pricing =unit cost +desired return *invested capital/unit sales

=$16+(0.2*$1,000,000)/50,000

=$16+$4 =$20 Break-even volume =fixed cost/(price-variable

cost)

=300,000/($20-$10) =30,000

Question 6

Which of the following is correct?A Dutch auctions is the seller puts up an item and

bidders raise the offer price until the highest price is reached

B English auctions is one seller and many buyers, or one buyer and many sellers. In the first kind, an auctioneer announces a high price for a product and then slowly decrease the price until an bidder accepts the price

C Sealed-bid auctions would-be suppliers can submit only one bid and cannot know the other bids.

D Dispose of excess inventories or used goods is not one major purpose of auctions.

answer

Which of the following is correct?A Dutch auctions is the seller puts up an item and

bidders raise the offer price until the highest price is reached

B English auctions is one seller and many buyers, or one buyer and many sellers. In the first kind, an auctioneer announces a high price for a product and then slowly decrease the price until an bidder accepts the price


D Dispose of excess inventories or used goods is not one major purpose of auctions.

Analysis

A English auctions is the seller puts up an item and bidders raise the offer price until the highest price is reached

B Dutch auctions is one seller and many buyers, or one buyer and many sellers. In the first kind, an auctioneer announces a high price for a product and then slowly decrease the price until an bidder accepts the price


D Dispose of excess inventories or used goods is one major purpose of auctions.

Question 7

Which of the following is not the price-adaptation strategies?

A geographical pricingB price discounts and allowancesC promotional pricingD differentiated pricingE auction pricing

Answer

Which of the following is not the price-adaptation strategies?

A geographical pricingB price discounts and allowancesC promotional pricingD differentiated pricingE auction pricing

Analysis

In geographical pricing, the company decides how to price its products to different customers in different locations and countries

Discounting can be a useful tool if a company can gain concessions in return.

Promotional-pricing strategies are often a zero-sum game

Companies often adjust their basic price to accommodate differences in customers, products, locations, and so on.

Auction pricings is a pricing method

Question 8

Which of the following is not true?A excess the plant capacity might lead a firm to

cut price.B companies sometimes initiate price cuts in a

drive to dominate the market through lower costC a major circumstance provoking price increases

is a cost inflationD one factor leading to price cuts is overdemandE creating new economy brands is one of popular

way to avoid increasing price

Answer

Which of the following is not true?A excess the plant capacity might lead a firm to

cut price.B companies sometimes initiate price cuts in a

drive to dominate the market through lower costC a major circumstance provoking price increases

is a cost inflationD one factor leading to price cuts is overdemandE creating new economy brands is one of popular

way to avoid increasing price

Analysis

one factor leading to price increase is overdemand. When a company cannot supply all its customers, it can raise its prices, ration supplies to customers, or both.

Question 9In nonhomogeneous product markets, a firm has

more latitude. It needs to consider the following issues except:

A if the firm can search for ways to enhance its augmented product?

B why did the competitor change the price?C does the competitor plan to make the price

change temporary or permanentD what will happen to the company’s market shar

and profits if it does not respondE what are the competitors’ and other firms’

responses likely to be to each possible reaction

Answer

In nonhomogeneous product markets, a firm has more latitude. It needs to consider the following issues except:

A if the firm can search for ways to enhance its augmented product?

B why did the competitor change the price?C does the competitor plan to make the price

change temporary or permanentD what will happen to the company’s market shar

and profits if it does not respondE what are the competitors’ and other firms’

responses likely to be to each possible reaction

Analysis

In markets characterized by high product homogeneity, the firm can search for ways to enhance its augmented product

Question 10

Which of the following is a pricing objective

A survivalB maximum current profitC Maximum market shareD maximum market skimming and

product-quality leadshipE all of above

Answer

Which of the following is a pricing objective

A survivalB maximum current profitC Maximum market shareD maximum market skimming and

product-quality leadshipE all of above

FINAL

Whatever the specific objective, businesses that use price as a strategic tool will profit more than those simply let costs or the market determine their pricing

Top 10 Concepts

Managing Retailing, Wholesaling, & LogisticsCH 16

Roger C. MabagDecember 15, 2011

http://upwarddodger.blogspot.com/

1. This includes all the activities in selling goods or services directly to final consumers for personal, non business use.

a) Retailingb) Retailerc) Retail Stored) Marketing


Retailing is…

Retailing includes all the activities in selling goods or services directly to final consumers for personal, non business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing.


Any organization selling to final consumers-whether it is a manufacturer, wholesaler, or retailer-is doing retailing. It doesn't matter how the goods or services are sold (in person, by mail, telephone, vending machine, or on the Internet) or where (in a store, on the street, or in the consumer's home).


1. This includes all the activities in selling goods or services directly to final consumers for personal, non business use.

a)Retailingb) Retailerc) Retail Stored) Marketing


2. Which among retailing four level of service where retailers carry more shopping goods and services such as credit and merchandise-return privileges?

a) Full –serviceb) Limited servicec) Self- serviced) Self- selection


4 Levels of Service

1. Self-service2. Self-selection3. Limited service4. Full service


Limited service-These retailers carry more shopping goods and services such as credit and merchandise-return privileges. Customers need more information and assistance.

4 Levels of

Service


2. Which among retailing four level of service where retailers carry more shopping goods and services such as credit and merchandise-return privileges?

a) Full –serviceb)Limited servicec) Self- serviced) Self- selection


3. Which among retailing four positioning strategies that feature a narrow product assortment and high value added cultivate an exclusive image and operate on high margin and low volume?

a) Bloomingdale‘b) Tiffanyc) Sunglass Hutd) Wal-Mart


4 Positioning Strategies

Four positioning strategies

Bloomingdale's-Stores that feature a broad product assortment and high value added pay close attention to store design, product quality, service, and image. Their profit margin is high, and if they have high enough volume, they will be very profitable.

Tiffany-Stores that feature a narrow product assortment and high value added cultivate an exclusive image and operate on high margin and low volume.


Sunglass Hut-Stores that feature a narrow line and low value added keep costs and prices low by centralizing buying, merchandising, advertising, and distribution.

Wal-Mart-Stores that feature a broad line and low value added focus on keeping prices low and have the image of a place for good buys. High volume makes up for low margin.

3. Which among retailing four positioning strategies that feature a narrow product assortment and high value added cultivate an exclusive image and operate on high margin and low volume?

a) Bloomingdale‘b)Tiffanyc) Sunglass Hutd) Wal-Mart


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

a) Corporate Chain Storeb) Voluntary Chainc) Retailer Cooperatived) Consumer Cooperative


5. This includes all the activities in selling goods or services to those who buy for resale or business use.

a) Retailingb) Wholesalingc) Sellingd) Marketing


Wholesaling is…

Wholesaling includes all the activities in selling goods or services to those who buy for resale or business use. It excludes manufacturers and farmers because they are engaged primarily in production, and it excludes retailers.

Wholesaling


5. This includes all the activities in selling goods or services to those who buy for resale or business use.

a) Retailingb)Wholesalingc) Sellingd) Marketing


6. Which wholesaling function where they finance customers by granting credit, and finance suppliers by ordering early and paying bills on time?

a) Warehousing b) Transportationc) Financingd) Risk bearing


Wholesalers’ functions

Selling and promoting

Buying and assortment building

Bulk breaking

Warehousing

Transportation

Financing

Risk bearing

Market information

Management services and counseling


Financing. Wholesalers finance customers by granting credit, and finance suppliers by ordering early and paying bills on time.


6. Which wholesaling function where they finance customers by granting credit, and finance suppliers by ordering early and paying bills on time?

a) Warehousing b) Transportationc) Financingd) Risk bearing


7. This includes planning the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use, to meet customer requirements at a profit.

a)Wholesalingb)Warehousingc)Logisticsd)Marketing


Market logistics planning has four steps:

Deciding on the company’s value proposition to its customers

Deciding on the best channel design and network strategy for reaching the customers

Developing operational excellence in sales forecasting, warehouse management, transportation management, and materials management

Implementing the solution with the best information systems, equipment, policies, and procedures http://

upwarddodger.blogspot.com/

Market logistics includes planning the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use, to meet customer requirements at a profit.


7. This includes planning the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use, to meet customer requirements at a profit.

a)Wholesalingb)Warehousingc)Logisticsd)Marketing


Logistics

8. A company’s goal is said to be "getting the right goods to the right places at the right time for the least cost" is called?

a) Market-logistics Objectivesb) Market-logistics Decisionsc) Market Decisionsd) Market Objectives


Market-logistics Objectives

Many companies state their market-logistics objective as "getting the right goods to the right places at the right time for the least cost." Unfortunately, this objective provides little practical guidance. No system can simultaneously maximize customer service and minimize distribution cost. Maximum customer service implies large inventories, premium transportation, and multiple warehouses, all of which raise market-logistics costs.

Nor can a company achieve market-logistics efficiency by asking each market-logistics manager to minimize his or her own logistics costs. Market-logistics costs interact and are often negatively related.


For example:

The traffic manager favors rail shipment over air shipment because rail costs less. However, because the railroads are slower, rail shipment ties up working capital longer, delays customer payment, and might cause customers to buy from competitors who offer faster service.

The shipping department uses cheap containers to minimize shipping costs. Cheaper containers lead to a higher rate of damaged goods and customer ill will.

The inventory manager favors low inventories. This increases stockouts, back orders, paperwork, special production runs, and high-cost, fast-freight shipments.


8. A company’s goal is said to be "getting the right goods to the right places at the right time for the least cost" is called?

a)Market-logistics Objectivesb) Market-logistics Decisionsc) Market Decisionsd) Market Objectives


9. Which among four major decisions about its market logistics that represent a major cost or tells how much stock should we hold?

a) Order processingb) Warehousingc) Inventoryd) Transportation


Inventory

Inventory levels represent a major cost. Salespeople would like their companies to carry enough stock to fill all customer orders immediately. However, this is not cost effective. Invent01Y cost increases at an accelerating rate as the customer-service level approaches 100%. Management needs to know how much sales and profits would increase as a result of carrying larger inventories and promising faster order fulfillment times, and then make a decision.


Inventory

Inventory cost increases at an accelerating rate as the customer service level approaches 100%

Order (reorder) point

Order-processing costs

Inventory-carrying costs


9. Which among four major decisions about its market logistics that represent a major cost or tells how much stock should we hold?

a) Order processingb) Warehousingc) Inventoryd) Transportation


10. Which among Organizational Lessons in Market Logistics is true?

a) Companies should appoint any person in logistics to be the single point of contact for all logistical elements

b) The senior vice president of logistics should NOT hold periodic meetings with sales and operations people to review inventory, etc.

c) New software and systems is the key to achieving competitively superior logistics performance in the future.

d) None of the above.


Organizational Lessons

Market-logistics strategies must be derived from business strategies, rather than solely from cost considerations. The logistics system must be information intensive and establish electronic links among all the significant parties. Finally, the company should set its logistics goals to match or exceed competitors' service standards and should involve members of all relevant teams in the planning process. Getting logistics right can have a big payoff.


10. Which among Organizational Lessons in Market Logistics is true?

a) Companies should appoint any person in logistics to be the single point of contact for all logistical elements

b) The senior vice president of logistics should NOT hold periodic meetings with sales and operations people to review inventory, etc.

c) New software and systems is the key to achieving competitively superior logistics performance in the future.

d) None of the above.


Managing Retailing, Wholesaling, & LogisticsCH 16

Roger C. MabagDecember 15, 2011


TOP 10 Learning Questions forDesigning and Managing Integrated

Marketing Communication

CHAPTER 17

KATHLEEN ANNE MAMARADLO

December 15, 2011

http://kathleenmamaradlo.blogspot.com

1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)?

A. PriceB. PlaceC. PromotionD. Product

221http://kathleenmamaradlo.blogspot.com

Marketing Communications

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.


Marketing Communications

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.


PROMOTION refers to the ways by which information regarding the product will be communicated to the consumers

1. Marketing Communications is considered as which ‘P’ in the Marketing Mix (4Ps)?

A. PriceB. PlaceC.PromotionD. Product


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

A. Events and experiencesB. Public relations and publicityC. Word of mouthD. SamplingE. Personal Selling


Marketing Communications Mix


Advertising Sales promotion Events and

experiences Public relations

and publicity

Direct marketing Interactive

marketing Word-of-mouth

marketing Personal selling

Marketing Communications Mix


Advertising Sales promotion Events and

experiences Public relations

and publicity

Direct marketing Interactive

marketing Word-of-mouth

marketing Personal selling

Sampling is a method used in market research wherein data isCollected from the target market to gain their insights regarding

your product.

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

A. Events and experiencesB. Public relations and publicityC. Word of mouthD.SamplingE. Personal Selling


3. 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


IMC builds brands


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

3. 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


4. To ensure understanding between the sender and receiver, the best message ___________

A. is composed of words/representations that are understandable to both the sender and the receiver

B. is constructed in an impressive way to easily get the message across.

C. goes through a media with the widest coverage.

D. is one wherein the sender can automatically assume how the receiver will decode it

E. Merely takes note of the ‘noise’ which can affect how the message will be interpreted.


Elements of the Communication Process



Considering the noise, and the fact that how one receiver decodes a message ismay be different from another, it can be said that the best message is composed

of words/representations that are understandable to both parties.


4. To ensure understanding between the sender and receiver, the best message ___________

A. is composed of words/representations that are understandable to both the sender and the receiver

B. is constructed in an impressive way to easily get the message across.

C. goes through a media with the widest coverage.

D. is one wherein the sender can automatically assume how the receiver will decode it

E. Merely takes note of the ‘noise’ which can affect how the message will be interpreted.


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

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



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


6. What transpires during the behaviour stage of the Hierarchy of Effects Model?

A. PurchaseB. PreferenceC. InterestD. EvaluationE. Knowledge


Response Hierarchy Models


6. What transpires during the behaviour stage of the Hierarchy of Effects Model?

A.PurchaseB. PreferenceC. InterestD. EvaluationE. Knowledge


7. Below are the different considerations in designing the Communications except:

A. Global adaptationB. Persuasion strategyC. Message sourceD. Creative strategyE. Message strategy


Designing the Communications

Message strategy Creative strategy Message source Global adaptation


Designing the Communications

Message strategy Creative strategy Message source Global adaptation

Persuasion strategy is not part of the strategies in designing Communications because the ultimate goal is not merely to persuade. Rather, the objective is also to inform and remind them of the product.


7. Below are the different considerations in designing the Communications except:

A. Global adaptationB.Persuasion strategyC. Message sourceD. Creative strategyE. Message strategy


8. For a personal and credible approach, which of the marketing communications below should one use?

A. Direct MarketingB. Public Relations and PublicityC. Events and ExperiencesD. Word-of-mouthE. Advertising


Word-of-Mouth

Word-of-Mouth Marketing• Credible• Personal• Timely


Word-of-Mouth

Word-of-Mouth Marketing• Credible• Personal• Timely

Word-of-mouth is considered to be a very personal approach as compared to the other components of the marketing mix becauseit stresses how great personal influence can be.


8. For a personal and credible approach, which of the marketing communications below should one use?

A. Direct MarketingB. Public Relations and PublicityC. Events and ExperiencesD.Word-of-mouthE. Advertising


9. For a pervasive and impersonal approach, which of the marketing mix must be used?

A. Personal SellingB. Word-of-MouthC. AdvertisingD. Public RelationsE. Direct Selling


Advertising


AdvertisingPervasivenessAmplified expressivenessImpersonality

Advertising


AdvertisingPervasivenessAmplified expressivenessImpersonality

Advertising is considered to be an impersonal approach as it can reach masses of geographically dispersed buyers at a low cost per

Exposure. Due to its public nature, it is more often viewed as more legitimate

9. For a pervasive and impersonal approach, which of the marketing mix must be used?

A. Personal SellingB. Word-of-MouthC.AdvertisingD. Public RelationsE. Direct Selling


10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which of the following should be used?

A. Sales PromotionB. Word-of-MouthC. AdvertisingD. Public RelationsE. Direct Selling


Advertising


Sales Promotion

CommunicationIncentiveInvitation

Sales Promotion


Sales Promotion

CommunicationIncentiveInvitation

Sales Promotion include different tools such as coupons, contests and Premiums to get the customer’s attention and attract him to purchase.

10. If the objective is to offer competitive incentives or contributions that give additional value to the customer, which of the following should be used?

A.Sales PromotionB. Word-of-MouthC. AdvertisingD. Public RelationsE. Direct Selling


TOP 10 Learning Questions forDesigning and Managing Integrated

Marketing Communication

CHAPTER 17

KATHLEEN ANNE MAMARADLO

December 15, 2011


TOP 10 Learning Concepts

Ch 18 Managing Mass Communications

Ching D. Marcial

December 22, 2011

www.chingmarcial.blogspot.com

______________ 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

264www.chingmarcial.blogspot.c

om

Question 1


om

Concept

MISSION MONEY

MEDIA MEASUREMENT

The 5M’s of Advertising

MESSAGE


om

Concept Explanation

MISSION MONEY

MEDIA MEASUREMENT

The 5M’s of Advertising

MESSAGE

______________ 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


om

Answer 1

________________ is/are one of the four (4) mass communication tools to improve brand or company image, which consist of diverse collection of incentive tools, mostly short term, designed to stimulate faster and bigger purchase of products or services.

A. Public Relations (PR)

B. Sales Promotion

C. Events and Experiences

D. Advertising

E. Sales Promotion and Advertising

F. All of the above


om

Question 2


om

Concept

Sales Promotion

Public Relation

Events & Experiences Advertising

The Four (4) Mass Communication Tools


om

Concept Explanation

Sales Promotion

Public Relation

Events & Experiences Advertising

The Four (4) Mass Communication Tools

________________ is/are one of the four (4) mass communication tools to improve brand or company image, which consist of diverse collection of incentive tools, mostly short term, designed to stimulate faster and bigger purchase of products or services.

A. Public Relations (PR)

B. Sales Promotion

C. Events and Experiences

D. Advertising

E. Sales Promotion and Advertising

F. All of the above


om

Answer 2

In building strong brand equity, advertisers would always seek “BIG ideas” EXCEPT;

A. Establish connection with consumer emotionally and rationally

B. Sharply distinguish the brand from its competitors

C. Broad and flexible enough to translate to different media, markets and time periods

D. Establish brand loyalty and exclusivity


om

Question 3


om

Concept

The “BIG Idea” in Advertising

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


om

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.

In building strong brand equity, advertisers would always seek “BIG ideas” EXCEPT;

A. Establish connection with consumer emotionally and rationally

B. Sharply distinguish the brand from its competitors

C. Broad and flexible enough to translate to different media, markets and time periods

D. Establish brand loyalty and exclusivity


om

Answer 3

Product placement is an example of alternative advertising options which aims for the following , EXCEPT

A. Reach a precise and captive audience in a cost effective manner

B. Provide simple and direct message

C. Enhance brand image and brand awareness

D. Assure consumers of tangible consumer benefits


om

Question 4


om

Concept

Alternative Advertising Options

can often reach a very precise and captive audience in a cost-effective manner

The message must be simple direct and effective


om

Concept Explanation

Alternative Advertising Options

Place Advertising

ProductPlacement

Point of Purchase

Product placement is an example of alternative advertising options which aims for the following , EXCEPT

A. Reach a precise and captive audience in a cost effective manner

B. Provide simple and direct message

C. Enhance brand image and brand awareness

D. Assure consumers of tangible consumer benefits


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Answer 4

Which of the following statement/s is TRUE about Experiential Marketing;

A. Connects a products or service with interesting experience to the customers

B. Provides commendable services to consumers

C. Considers customer feedback in marketing products and services

D. Emphasis on product innovation and product value in promotions

E. Both A & C

F. All of the above


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Question 5


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Concept

Experiential Marketing

The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels


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Concept Explanation

Customer

LogicEmotions

Comfort & Pleasure

Goal of Experiential Marketing

Senses

Which of the following statement/s is TRUE about Experiential Marketing;

A. Connects a products or service with interesting experience to the customers

B. Provides commendable services to consumers

C. Considers customer feedback in marketing products and services

D. Emphasis on product innovation and product value in promotions

E. Both a & c

F. All of the above


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Answer 5

Which of the following statements about Sales Promotion is/are TRUE

A. The value of sales promotion is realized through profit

B. Its outcome will benefit the marketer, manufacturer, consumer and retailer

C. Sales promotion as a tool to create brand awareness will build brand equity

D. Sales promotion is a way to communicate product quality to consumer


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Question 6


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Concept

Sales Promotion

includes tools for consumer promotion, trade promotion, business and sales-force promotions

Effects are usually short term

Not effective in long term preference


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Concept Explanation

Characteristics of Sales Promotion

They gain attention and usually provide information that may lead the customer to the product

They incorporate some concession, inducement, or contribution that gives value to the consumer

They include a distinct invitation to engage in the transaction now

It benefits not only marketers, but also manufacturers, consumers and retailers

Which of the following statements about Sales Promotion is/are TRUE

A. The value of sales promotion is realized through profit

B. Its outcome will benefit the marketer, manufacturer, consumer and retailer

C. Sales promotion as a tool to create brand awareness will build brand equity

D. Sales promotion is a way to communicate product quality to consumer


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Answer 6

The DO it- yourself steak concept of Pepper Lunch is an example of;

A. Experiential Marketing

B. Advertising

C. Promotions

D. Product Placement


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Question 7


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Concept


As a UNIQUE approach to the task of marketing goods and services through UNIQUE experience


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Concept Explanation

Customer

LogicEmotions

Comfort & Pleasure


Senses

The DO it- Yourself steak concept of Pepper Lunch is an example of;

A. Experiential Marketing

B. Advertising

C. Promotions

D. Product Placement


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Answer 7

In developing an advertising program, which part of the 5M’s does the “Smells Good, Taste Even Better” of Gardenia belong?

A. Marketing Tag LineB. MessageC. MissionD. Marketing Communication


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Question 8


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Concept

Advertising Message

One of the 5M’s in developing an advertising program which aims to communicate the product offering to its target consumers


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Concept Explanation

Message Components

The Appeal Value Proposition

Slogan

In developing an advertising program, which part of the 5M’s does the “Smells Good, Taste Even Better” of Gardenia belong?

A. Marketing Tag LineB. MessageC. MissionD. Marketing Communication


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Answer 8

Jollibee and Chowking Products featured in the movie “ALL My Life” with stars Aga Mulach is an example of?

A. Product Promotions

B. Product Placement

C. Advertisement

D. Promotional Alternatives


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Question 9


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Concept

Product Placement

A non traditional advertising technique done by advertisers to subtly promote their products through a non-traditional advertising technique, usually through appearances in films, television, or other media

Jollibee and Chowking Products featured in the movie “ALL My Life” with stars Aga Mulach is an example of?

A. Product Promotions

B. Product Placement

C. Advertisement

D. Promotional Alternatives


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Answer 9

Lucky Me noodles’ “FaMealy Day” campaign is an example of?

A. Marketing Public Relations

B. Corporate Social Responsibility Efforts

C. Social Campaign Adds

D. Public Relations Management

E. Both A & C

F. All of the above

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www.chingmarcial.blogspot.com

Question 10


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Concept

Public Relations

Consists of variety of programs designed to improve maintain or protect the image of the organization or its offering


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Concept Explanation

Public Relations

Builds CREDIBILITY

Create AWARENESS

Lower COST

Lucky Me noodles’ “FaMealy Day” campaign is an example of? A. Marketing Public Relations

B. Corporate Social Responsibility Efforts

C. Social Campaign Adds

D. Public Relations Management

E. Both A & C

F All of the above


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Answer 10

grp2 all files (exc 11 & 15)

Business

product life cycle

product sales pass stages

unlimited life

marketing strategy

position strategy

different marketing

result of positioning

different stages