The document provides improved learning questions for various chapters from Philip Kotler's marketing management textbook. The summaries are: 1. It improves existing questions and provides conceptual explanations for marketing terminology from chapters on company orientation, marketing strategy, market research, customer value, market segmentation, and brand equity. 2. It addresses questions on topics like the marketing information system, market sensing, competitive analysis, product strategy, services marketing, pricing strategy, marketing channels, and retailing/wholesaling. 3. The questions are improved by clarifying ambiguous terms, adding conceptual context, and focusing on one right answer rather than listing all potential options.

1. 1 1 1 Improving Questions for Kotler’s 22 Chapters Bohong Li April 2011

2. 2 TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21st Century 2

3. 3 People Product Marketing Production Selling 3 9. Which of the following is not a company orientation:

4. 4 Improved Question 4 4 9. Company Orientation: If Production is to Efficiency, Product Concept is to Quality, and Marketing is to Research, which of the following is TRUE of Selling Concept? Selling Concept is to Selling Push/Action Selling Concept is to Persuasion Selling Concept is to Selling Effort All of the Above None of the Above

5. 5 Production Product Company Orientations Marketing Selling There are 4 Types of Company Orientations 5

9. Applies mostly to unsought goods

10. Example: cemetery plotsSelling

12. 10 10 9. Company Orientation: If Production is to Efficiency, Product Concept is to Quality, and Marketing is to Research, which of the following is TRUE of Selling Concept? Selling Concept is to Selling Action Selling Concept is to Persuasion Selling Concept is to Selling Effort All of the Above None of the Above Improved Question

13. 11 10 QuestionsChapter 2: Developing MarketingStrategies and Plans 11

14. 12 12 3. What part of the core business process that defines building undertanding and trust for new customers Market sensing New offering realization Customer acquisition Customer relationship management Fulfillment management

15. 13 Core Business Process 13

16. 14 14 Gathering market intelligence

17. 15 15 Researching, developing & launching a product

18. 16 16 Defining target markets & prospecting for new customers Core Business Process

19. 17 Core Business Process 17 Building deeper understanding, relationship & offerings

20. 18 Core Business Process 18 Receiving & approving orders, shipping goods & collecting payment

21. 19 19 3. What part of the core business process that defines the target markets & prospecting for new customers Market sensing New offering realization Customer acquisition Customer relationship management Fulfillment management

22. 20 TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment 20

23. 21 21 1. Marketing Information System (MIS) consists of the following except: A. People B. Equipment C. Information D. Procedures E. All of the above

24. 22 22 A. People, Systems, and Company Policies B. People, Assets, and Processes C. People, Equipment, and Procedures D. People, Infrastructure, and Policies E. All of the above Improved Question A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers

26. 24 Improved Question A marketing information system (MIS) consists of ________, ________ and _______ to gather, sort, analyze, evaluate and distribute information to marketing decision-makers 24 A. People, Systems, and Company Policies B. People, Assets, and Processes C. People, Equipment, and Procedures D. People, Infrastructure, and Policies E. All of the above

27. 25 Chapter 4: Conducting Marketing Research and Forecasting Demand 25 TOP 10 Learning Questions for

28. 26 26 #1: In order to generate primary data, which amongst the following research approaches use concepts, tools, behavior and culture to understand how people live and work? A. Behavioural Data Research B. Ethnographic Research C. Focus Group Research D. Observational E. Experimentation Improved Question

29. 27 27 Concept: What are the various research approaches to gather primary data? Observational Ethnographic Focus Group Survey Behavioral Data Experimentation

31. 29 29 #1: In order to generate primary data, which amongst the following research approaches use concepts and tools from anthropology to understand how people live and work? A. Behavioural Data Research B. Ethnographic Research C. Focus Group Research D. Observational E. Experimentation Improved Question

32. 30 TOP 10 Learning Questions forCreating Customer Value, Satisfaction & Loyalty and Ch 5 30

33. 31 31 3. It is the feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation. Customer Satisfaction Customer Loyalty Customer Perceived Value Customer Retention Customer Survey

34. 32 32 If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of: Customer Perceived Value Customer Satisfaction Customer Dissonance Customer Retention Customer Regret Improved Question

35. 33 The feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation. 33 Customer Satisfaction

37. Buys more

39. Less sensitive to price

40. Offers product and service idea Source: Marketing Management 13th Edition by Philip Kotler

41. 35 35 If I expect my lotion to nourish my skin and I feel that it does not, this is a measure of: Customer Perceived Value Customer Satisfaction Customer Dissonance Customer Retention Customer Regret Improved Question

42. 36 Top 10 Learning Questions for Chapter 06 : Analyzing Consumer Markets 36

43. 37 37 4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves. Self Esteem Self Concept Lifestyle Life Cycle Stage Personality

44. 38 38 4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves. Self Esteem Self Concept Self Evaluation Self Image Self Mastery Improved Question

45. 39 Concept # 4Personal Factors Age Self Concept Life Cycle Stage Lifestyle Occupation Values Wealth Personality 39

46. 40 40 4. The term ______ is a general term used to refer to how someone thinks about or perceives themselves. Self Esteem Self Evaluation Self Concept Self Image Self Mastery Improved Question

47. 41 TOP 10 Learning Questions for Ch7: Analyzing Business Markets 41

48. 42 42 1. The following are not the characteristics that distinguishes business market from consumer market: Ethnocentrically concentrated buyers Demographically centered buyers Geographically concentrated buyers Denominationally concentrated buyers Influentially concentrated buyers Improved Question

49. 43 43

50. 44 44 1. The following are not the characteristics that distinguishes business market from consumer market: Ethnocentrically concentrated buyers Demographically centered buyers Geographically concentrated buyers Denominationally concentrated buyers Influentially concentrated buyers Improved Question

51. 45 Chapter 8 Identifying Market Segments &Targets 45 TOP 10 Learning Questions for

52. 46 46 5. Which of the ff statements is true: The key to consumer market segmentation is recognizing customer differences. Behavioral segmentation divides buyers based on traits, values or lifestyle. Psychographic variables include religion, education, race and social class. Demographic variables are seldom associated with consumer needs and wants. All of the above

53. 47 47 The key to consumer market segmentation is: Understanding customer behavior Recognizing customer differences Identifying customer segments Defeating competition with mass marketers Implementing niche marketing Improved Question

54. 48 Bases for segmenting consumer markets: by country Geographic by region by continent by cities Psychographic lifestyle activities 48

55. 49 49 The key to consumer market segmentation is: Understanding customer behavior Recognizing customer differences Identifying customer segments Defeating competition with mass marketers Implementing niche marketing Improved Question

56. 50 TOP 10 Learning Questions for Ch 9: Creating Brand Equity 50

57. 51 51 Which of the following is not a role on a brand portfolio? Cash Cows Flankers Low-End Entry Level Niche Marketer High-End Prestige

58. 52 52 8. All of which are roles of a brand portfolio except _______________? Cash Cows Flankers Low-End Entry Level Niche Marketer High-End Prestige Improved Question

59. 53 Brand Roles on a Brand PortfolioWhat brand type is the product? CASH COWS FLANKERS HIGH-END PRESTIGE LOW-END ENTRY LEVEL From Philip Kotler’s, Marketing Management, 13th ed. 53

60. 54 Niche is a type of market segmentation, not a role on a brand portfolio FLANKERS Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position CASH COWS Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support LOW-END ENTRY LEVEL Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand HIGH-END PRESTIGE Brands that add prestige and credibility to the entire portfolio From Philip Kotler’s, Marketing Management, 13th ed. 54

61. 55 55 8. All of which are roles of a brand portfolio except _______________? Cash Cows Flankers Low-End Entry Level Niche Marketer High-End Prestige Improved Question

62. 56 TOP 10 Questions for Chapter 10: Crafting the Brand Positioning 56

63. 57 57 1. _______ are associations/benefits that can be shared with other brands. Points-of-Parity Points-of-Difference Brand Image Brand Concept Points-of-Value

64. 58 58 ________are associations that are not necessarily unique to the brand but may be shared with other brands. Points-of-Difference Points-of-Positioning Points-of-Parity Points-of-Associations Points-of-Value Improved Question

65. 59 POPs are POINTS-OF-PARITY Concept 1: POPs = + + = + SHARING FEATURES & BENEFITS 59

66. 60 60 ________are associations that are not necessarily unique to the brand but may be shared with other brands. Points-of-Difference Points-of-Positioning Points-of-Parity Points-of-Associations Points-of-Value Improved Question

67. 61 TOP 10 Learning Concepts for Chapter 11: Dealing with Competition 61

68. 62 62 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. Share of mind Share of heart Share of market Both a and c Both b and c

69. 63 63 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. Share of mind Share of heart Share of wallet Share of market None of the above Improved Question

70. 64 What to consider on competitor analysis? Share of market Variables Share of mind Share of heart 64

71. 65 “Name the company from which you would prefer to buy!” 65 65 “Share of heart” refers to the percentage of customers whose company’s product they want to buy

72. 66 66 2. The percentage of customers whose company’s product they prefer to buy pertains to _____. Share of mind Share of heart Share of wallet Share of market None of the above Improved Question

73. 67 TOP 10 Learning Questions for CH 12 Setting Product Strategy 67 67

74. 68 68 2. Which of the items below is a basic component of an attractive market offering to customers? Product line Up-Market Stretch Services Mixes & Quality Core benefit Percentage contribution to Sales and Profits All of the above

75. 69 Improved Question 69 69 Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________. Process Efficiency & Quality Operational Efficiency & Quality Product Excellence & Quality Customer Experience & Quality Value-Based Prices

77. 71 71 Marketers should WOW customers by satisfying the 3 components of marketing offerings – Product Features & Quality, Services Mix & Quality, and _________. Improved Question Process Efficiency & Quality Operational Efficiency & Quality Product Excellence & Quality Customer Experience & Quality Value-Based Prices

78. 72 TOP 10 Learning Questions for Ch 13 Designing and Managing Services

79. 73 7. Service companies are encourage to have _________ to manage the “demand” for its services: Shared services Part-time employees Increase consumer participation Reservation systems Facilities for future expansion

80. 74 7. Service companies are encourage to have _________ to manage the “demand” for its services: Shared services Peak-time efficiency Part-time employees Reservation systems Facilities for future expansion Improved Question

82. Nonpeak demand

83. Complementary services

85. Peak-time efficiency

87. Facilities for future expansion

88. 76 7. Service companies are encourage to have _________ to manage the “demand” for its services: Shared services Peak-time efficiency Part-time employees Reservation systems Facilities for future expansion Improved Question

89. 77 TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs

90. 78 5. Which of the following is NOT a goal of companies in positioning their market offering? Greatest Market Share Product-quality Leadership Largest Market Skimming Product-price Leadership Maximum Current Profit

91. 79 Included in the 5 major pricing objectives are: Maximum Market Share & Maximum Current Profit Survival and Product-Quality Leadership Partial Cost Recovery and Maximum Market Skimming Survival and Product-Quality Leadership All of the above Improved Question

92. 80 Setting PriceSTEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING From Philip Kotler’s, Marketing Management, 13th Edition

93. 81 The price set by the company helps them achieve their GOAL in the MARKET. Setting the RIGHT PRICE allows a company to adjust its production to make them an industry leader. From Philip Kotler’s, Marketing Management, 13th Edition

94. 82 Included in the 5 major pricing objectives are: Maximum Market Share & Maximum Current Profit Survival and Product-Quality Leadership Partial Cost Recovery and Maximum Market Skimming Survival and Product-Quality Leadership All of the above Improved Question

95. 83 TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels

96. 84 3. Identify the one phrase which does not pertain to channel member functions Gathering of Information Develop and disseminate persuasive communication Reach agreements on price and terms Budgeting and Planning Assume risks Provide for storage Provide for buyers payment of bills Oversee actual transfer of ownership

97. 85 3. Identify the one phrase which does not pertain to channel member functions Developing and Disseminating Persuasive Communication Budgeting and Planning Assuming Risks Providing for Storage None of the Above Improved Question

98. 86 3. Identify the one phrase which does not pertain to channel member functions Developing and Disseminating Persuasive Communication Budgeting and Planning Assuming Risks Providing for Storage None of the Above Improved Question

99. 87 TOP 10 Learning Questions for Chapter 16: Managing Retailing, Wholesaling, and Logistics

100. 88 The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counseling Buying and assortment building Cost Bearing

101. 89 The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counseling Buying and assortment building Profit Bearing Improved Question

102. 90 Wholesaling functions are… Source: Marketing Management 13th Ed by Philip Kotler

103. 91 Wholesaling functions are… (cont’d) Source: Marketing Management 13th Ed by Philip Kotler

104. 92 Wholesaling functions are… (cont’d) Source: Marketing Management 13th Ed by Philip Kotler

105. 93 The following are part of Wholesaling Functions, except: Selling and Promoting Bulk Breaking Management Services & Counseling Buying and assortment building Profit Bearing Improved Question

106. 94 TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication

107. 95 7. Which is not an example of challenges in developing global communications program Alcoholic beverages cannot be advertised or sold in Muslim countries. In some countries no Ads may be directed at children under 12 Comparative ads are common in some countries but is illegal in other countries. Water is more expensive than oil in the middle eastern countries. Restrictions to tobacco products in most countries

108. 96 7. Which is not an example of challenges in developing global communications program? Alcoholic Beverages cannot be advertised or sold in Muslim countries. In some countries, no Ads may be directed to Children under 12 years of age. Comparative Ads are common in some countries but is illegal in other countries. Restrictions to tobacco products and its advertisement in most countries. None of the Above Improved Question

109. 97 Multinational companies wrestle with challenges in developing global communications program.

110. 98 Many products are restricted or forbidden in certain parts of the world. Product Alcoholic beverages cannot be advertised or sold in Muslim countries. Tobacco Products restrictions Market Segment In some countries (Norway and sweden) no ads can be directed at children under 12. Style Comparative ads are common in Us and Brazil and India.l

111. 99 7. Which is not an example of challenges in developing global communications program? Alcoholic Beverages cannot be advertised or sold in Muslim countries. In some countries, no Ads may be directed to Children under 12 years of age. Comparative Ads are common in some countries but is illegal in other countries. Restrictions to tobacco products and its advertisement in most countries. None of the Above Improved Question

112. 100 TOP 10 Learning Questions for Chapter 18 Managing Mass Communications

113. 101 3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above

114. 102 The advertisement of Biogesic below is an example of what advertising objective? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above Improved Question

115. 103 Classification of advertising objectives according to their aim:

116. 104 Classification of advertising objectives according to their aim:

117. 105 The advertisement of Biogesic below is an example of what advertising objective? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above Improved Question

118. 106 TOP 10 Learning Questions for Ch 19: Managing Personal Communications

119. 107 5. In constructing an effective direct-mail campaign, marketers should establish objectives; target the best prospects; offer elements; test elements; and _________. Make sure that success is near Make sure that success is easy Make sure that success is measurable Make sure that success is simple

120. 108 5. In constructing an effective direct-mail campaign, marketers should establish objectives; target the best prospects; offer elements; test elements; and _________. Make sure that success is tangible Make sure that success is feasible Make sure that success is measurable Make sure that success is possible None of the Above Improved Question

122. Target the best prospects

124. Proper execution

126. 112 TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings

127. 113 7. ________ is an individual’s decision to become a regular user of the product Awareness Interest Evaluation Trial Adoption

128. 114 7. ________ is an individual’s decision to become a regular user of the product Awareness Assimilation Adaption Adoption Acceptance Improved Question

129. 115 How does a Consumer Adopt to a New Product and Service?

130. 116 The consumer becomes aware of the innovation but lacks information about it

131. 117 The consumer is stimulated to seek information about the innovation

132. 118 The consumer considers whether to try the innovation

133. 119 The consumer tries the innovation to improve his or her estimate of its value

134. 120 The consumer decides to make full and regular use of the innovation

135. 121 Example: Juan’s adoption of Mang Inasal

136. 122 Example: Juan’s adoption of Mang Inasal

137. 123 Juan becomes aware of this new restaurant that serves Chicken Inasal at a low price…

138. 124 The low price and the unlimited rice intrigues him to seek more information…

139. 125 He contemplates on whether he will try the product…

140. 126 He tries the product to feed his curiousness…

141. 127 Juan likes Mang Inasal very much! He then decides to go there every Friday.

142. 128 7. ________ is an individual’s decision to become a regular user of the product Awareness Assimilation Adaption Adoption Acceptance Improved Question

143. 129 TOP 10 Learning Questions for Chapter 21 Tapping into Global Markets

144. 130 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. Product Discovery Product Invention Product Improvement Product Adaptation None of the above

145. 131 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. Product Discovery Product Invention Product Conceptualization Product Market Testing Product Integration Improved Question

146. 132 International Product and Communication Strategies Product Develop New Product Adapt Product Do Not Change Product Product adaptation Product invention Straight extension Do Not Change Communication Communication Dual adaptation Communication adaptation Adapt Communication

147. 133 Product Invention PRODUCT INVENTION- is a costly strategy, but the payoffs can be great, particularly if a company can parlay a product innovation into other countries. Sometimes the innovation even works at home.

148. 134 4. _________ consist of creating something new, where products are made specifically for a certain foreign market. Product Discovery Product Invention Product Conceptualization Product Market Testing Product Integration Improved Question

149. 135 TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run

150. 136 1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ . Proficiency Simplicity Efficiency Stability Integrity

151. 137 What is the most common form of marketing organization, one that ensures administrative simplicity? Geographic Organization Market-Management Organization Brand-Management Organization Creative Organization Functional Organization Improved Question

152. 138 FUNCTIONAL ORGANIZATION is the most COMMON form of Marketing organization and for Administrative SIMPLICITY

153. 139 Effective Internal Marketing using FUNCTIONAL ORGANIZATION Marketing Vice President Consists of FINGERS as Specialists or Managers with different Functions Marketing administration manager New-products manager Advertising and sales promotion manager Sales manager

154. 140 What is the most common form of marketing organization, one that ensures administrative simplicity? Geographic Organization Market-Management Organization Brand-Management Organization Creative Organization Functional Organization Improved Question

155. 141 Improving Questions for Kotler’s 22 Chapters Bohong Li April 2011 141 141