1. Revised Learning Questions for
(Chapters 1-4, 6-9)
Group 1
Nailah P. Cristobal
December 30, 2011
Marketing Management Class of
Prof. Remigio Joseph De Ungria
1
Colorful Me http://nailah08.blogspot.com

2. TOP 10 Learning Questions for
(Chapter #1)
Paul Abigan
December 15, 2011
Chapter 1 21st Century Marketing, Abigan
2

3. Which is most difficult to
market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare
3

4. Which is most difficult to
market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Plans
4

5. What is Marketed?
5

6. Healthcare?
There are two strongly distinctive aspects of health
care. One is that you don’t know when or whether you’ll
need care — but if you do, the care can be extremely
expensive. The big bucks are in triple coronary bypass
surgery, not routine visits to the doctor’s office; and
very, very few people can afford to pay major medical
costs out of pocket.
This tells you right away that health care can’t be sold
like bread
http://krugman.blogs.nytimes.com/2009/07/25/why-markets-cant-cure-healthcare/
6

7. Which is most difficult to
market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Healthcare
7

8. Which is most difficult to
market?
A. Events
B. Ideas
C. Services
D. Experiences
E. Plans
8

9. Top 10 Questions
(Chapter #2)
Catherine Ansay
December 15, 2011
Chapter 2 Marketing Management, Kotler 14th ed
8

10. The shared
experiences, stories, beliefs
and norms that characterize an
organization.
a) Business Mission
b) Vision, Mission and Values
c) Corporate culture
d) Organizational environment
e) Corporate environment
9

11. _______ is the shared
experiences, stories, beliefs and
norms that characterize an
organization.
A. Business Mission
B. Company Vision, Mission and Values
C. Corporate Culture
D. Organizational Environment
E. Corporate Environment
10

12. Corporate Culture
Corporate
Culture
Standards that govern the operation of the business
11

13. Corporate Culture
 Corporate culture is defined as the shared
experience, stories, beliefs and norms that
characterize an organization.
 A customer-centric culture can affect all
aspects of an organization.
12

14. The shared
experiences, stories, beliefs and
norms that characterize an
organization.
a) Business Mission
b) Vision, Mission and Values
c) Corporate culture
d) Organizational environment
e) Corporate environment
13

15. _______ is the shared
experiences, stories, beliefs and
norms that characterize an
organization.
A. Business Mission
B. Company Vision, Mission and Values
C. Corporate Culture
D. Organizational Environment
E. Corporate Environment
14

16. Top 10 Questions
(Chapter #2)
Catherine Ansay
December 15, 2011
Chapter 2 Marketing Management, Kotler 14th ed
15

17. The following define the major
competitive spheres within which
the company will operate except
______.
a) Industry
b) Product and applications
c) Market Segment
d) All of the Above
e) None of the Above
16

18. Which of the following defines the
major competitive spheres within
which the company will operate?
a) Industry
b) Product and Applications
c) Market Segment
d) All of the Above
e) None of the Above
17

19. Competitive Spheres
 Industry
 Products and applications
 Competence
 Market segment
 Vertical
 Geographical
18

20. Competitive Spheres
Industry – companies operate in only one industry
Products and applications – firms define the
range of products and applications they supply
Competence – firms identify the range of
technological and other core competencies they
master and leverage
Market segment – type of market or customers
companies serve
Vertical – number of channel levels from raw
materials to final product distribution
Geographical – range of regions, countries or
country groups in which companies operate
19

21. The following define the major
competitive spheres within which
the company will operate except
______.
a) Industry
b) Product and applications
c) Market Segment
d) All of the above
e) None of the above
20

22. Which of the following define the
major competitive spheres within
which the company will operate?
A. Industry
B. Product and Applications
C. Market Segment
D. All of the Above
E. None of the Above
21

23. TOP 10 Learning Questions for
Chapter 3 : Gathering
Information and Scanning the
Environment
Nyel Berroya
December 15, 2011
www.danielberroya.blogspot.com 23

24. Which statement is false in the natural
environment trends?
A. The earth raw materials consist of the infinite,
the finite, renewable, and the finite
nonrenewable.
B. Some industrial activity will inevitably damage
the natural environment.
C. One finite nonrenewable resource, oil, has
created serious problems for the world
economy.
D. Governments vary in their concern for and
efforts to promote landfill system.
E. None of the above
www.danielberroya.blogspot.com
23

25. Which statement is false in the natural
environment trends?
A. The earth raw materials consist of the infinite,
the finite, renewable, and the finite
nonrenewable.
B. Some industrial activity will inevitably damage
the natural environment.
C. One finite nonrenewable resource, oil, has
created serious problems for the world
economy.
D. Governments vary in their concern for and
efforts to promote a hazard-free environment.
E. None of the above
www.danielberroya.blogspot.com
24

26. Natural Environment…
Shortage of raw
materials
Increased
Energy costs
Anti-pollution
pressures
Government
protections
www.danielberroya.blogspot.com
25

27. What is Natural Environment?
 The natural environment involves all the natural
resources, such as raw materials or energy sources,
needed by or affected by marketers and marketing
activities.
 The market environment is a marketing term and
refers to actors and forces that affect a firm’s ability
to build and maintain successful relationships with
customers. Three levels of the environment are:
Micro (internal) ; Meso environment ; Macro
(national) environment.
www.danielberroya.blogspot.com
26

28. Which statement is false in the natural
environment trends?
A. The earth raw materials consist of the infinite,
the finite, renewable, and the finite
nonrenewable.
B. Some industrial activity will inevitably damage
the natural environment.
C. One finite nonrenewable resource, oil, has
created serious problems for the world
economy.
D. Governments vary in their concern for and
efforts to promote landfill system.
E. None of the above
www.danielberroya.blogspot.com
27

29. Which statement is false in the natural
environment trends?
A. The earth raw materials consist of the infinite,
the finite, renewable, and the finite
nonrenewable.
B. Some industrial activity will inevitably damage
the natural environment.
C. One finite nonrenewable resource, oil, has
created serious problems for the world
economy.
D. Governments vary in their concern for and
efforts to promote a hazard-free environment.
E. None of the above
www.danielberroya.blogspot.com
28

30. TOP 10 Learning Questions for
Ch 4: Conducting
Marketing Research and
Forecasting Demand
Ma Alexandria Bulaon
December 16, 2011
30

31. The following are Questionnaire Do’s
and Don'ts except:
A. Avoid negative
B. Avoid jargon
C. Avoid hypotheticals
D. Avoid ambitious words
E. Avoid sophisticated words
30

32. The following are Questionnaire
Don'ts except:
A. Avoid negative
B. Avoid jargon
C. Avoid hypotheticals
D. Avoid ambitious words
E. Avoid sophisticated words
31

33. Questionnaire Do’s and Don'ts
32

34. Ambiguous
- lacking clearness or definiteness; obscure;
indistinct:
Ambitious
- eagerly desirous of achieving or obtaining
success, power, wealth, a specific goal, etc.
33

35. The following are Questionnaire Do’s
and Don'ts except:
A. Avoid negative
B. Avoid jargon
C. Avoid hypotheticals
D. Avoid ambitious words
E. Avoid sophisticated words
34

36. The following are Questionnaire Don'ts
except:
A. Avoid negative
B. Avoid jargon
C. Avoid hypotheticals
D. Avoid ambitious words
E. Avoid sophisticated words
35

37. TOP 10 Learning Questions for
Chapter 6: Analyzing Consumer Markets
Jem Caraig
December 16, 2011
For use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria
http://jemcaraig.blogspot.com 37

38. These Herzberg Theory
definitions are true, except…
A. Frederick Herzberg developed a two-factor theory that
distinguishes dissatisfiers from satisfiers.
B. Satisfiers are the factors that cause satisfaction; dissatisfiers
are the factors that cause dissatisfaction.
C. The absence of dissatisfiers is enough to motivate a purchase;
however, satisfiers be present.
D. One implication of Herzberg Theory is sellers should do their
best to avoid dissatisfiers.
E. Another implication of Herzberg Theory is the seller should
identify the major satisfiers or motivators of purchase in the
market and then supply them.
http://jemcaraig.blogspot.com 38

39. The following Herzberg Theory
definitions are true, except…
A. Frederick Herzberg developed a two-factor theory that
distinguishes dissatisfiers from satisfiers.
B. Satisfiers are the factors that cause satisfaction; dissatisfiers
are the factors that cause dissatisfaction.
C. The absence of dissatisfiers is enough to motivate a purchase;
however, satisfiers must be present.
D. One implication of Herzberg Theory is sellers should do their
best to avoid dissatisfiers.
E. Another implication of Herzberg Theory is the seller should
identify the major satisfiers or motivators of purchase in the
market and then supply them.
http://jemcaraig.blogspot.com 39

40. Herzberg’s Two-Factor Theory
Employees
Dissatisfaction Positive
not dissatisfied,
and satisfaction and
but not
Demotivation motivation
motivated
Hygiene Motivator
Factors Factors
http://jemcaraig.blogspot.com 40

41. Herzberg’s Two-Factor Theory
Employees
Dissatisfaction Positive
not dissatisfied,
and satisfaction and
but not
Demotivation motivation
motivated
Hygiene Motivator
Factors Factors
http://jemcaraig.blogspot.com 41

42. These Herzberg Theory
definitions are true, except…
A. Frederick Herzberg developed a two-factor theory that
distinguishes dissatisfiers from satisfiers.
B. Satisfiers are the factors that cause satisfaction; dissatisfiers
are the factors that cause dissatisfaction.
C. The absence of dissatisfiers is enough to motivate a purchase;
however, satisfiers can be present.
D. One implication of Herzberg Theory is sellers should do their
best to avoid dissatisfiers.
E. Another implication of Herzberg Theory is the seller should
identify the major satisfiers or motivators of purchase in the
market and then supply them.
http://jemcaraig.blogspot.com 42

43. The following Herzberg Theory
definitions are true, except…
A. Frederick Herzberg developed a two-factor theory that
distinguishes dissatisfiers from satisfiers.
B. Satisfiers are the factors that cause satisfaction; dissatisfiers
are the factors that cause dissatisfaction.
C. The absence of dissatisfiers is enough to motivate a purchase;
however, satisfiers must be present.
D. One implication of Herzberg Theory is sellers should do their
best to avoid dissatisfiers.
E. Another implication of Herzberg Theory is the seller should
identify the major satisfiers or motivators of purchase in the
market and then supply them.
http://jemcaraig.blogspot.com 43

44. Top 10 Questions for
(Chapter #7)
Marika Chavez
December 15, 2011
Chapter 7 Marketing Management, Kotler 14th ed
44

45. In the Buying Center, who are the
people who define specifications and
provide information for evaluating
alternatives
A. Initiators
B. Influencers
C. Deciders
D. Buyers
E. Approvers
45

46. In the Buying Center, ________ are the
people who define specifications and
provide information for evaluating
alternatives.
A. Initiators
B. Influencers
C. Deciders
D. Buyers
E. Approvers
46

47. The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
47

48. The Buying Center
1. Initiators –Uses other organization who request that something be
purchased.
2. Users – Those who will use the product or service.
3. Influencers – People who influence the the buying decision, often by
helping define specifications and providing information for evaluating
alternatives.
4. Deciders – People who decide on the product requirements for
suppliers.
5. Approvers – People who authorize the proposed action for the
deciders or buyers.
6. Buyers – People who have the formal authority to select the suppliers
or information from reaching members of the buyer center.
7. Gatekeepers – People who have the power to prevent sellers or
information from reaching the members of the buying center.
48

49. In the Buying Center, who are the
people who define specifications and
provide information for evaluating
alternatives
A. Initiators
B. Influencers
C. Deciders
D. Buyers
E. Approvers
49

50. In the Buying Center, ___________ are the
people who define specifications and
provide information for evaluating
alternatives.
A. Initiators
B. Influencers
C. Deciders
D. Buyers
E. Approvers
50

51. TOP 10 Learning Questions for
(Chapter 8- Identifying
Market Segments and
Targets)
Nailah P. Cristobal
December 16, 2011
Marketing Management Class of
Prof. Remigio Joseph De Ungria
51
Colorful Me

52. ___________ are consumers who buy only one
brand all the time.
A. Split Loyals
B. Switchers
C. Hard-core Loyals
D. Shifting Loyals
E. Loyalists
http://nailah08.blogspot.com 52

53. What type of consumers buy only one brand
all the time?
A. Split Loyals
B. Switchers
C. Hard-core Loyals
D. Shifting Loyals
E. Loyalists
http://nailah08.blogspot.com 53

54. Loyalty Status
Hard-
core
Loyals
Split Loyals
Shifting Loyals
Switchers
http://nailah08.blogspot.com 54

55. 4 Groups Based on Loyalty
Status
 Hard-core loyals-Consumers who buy only one
brand all the time.
 Split loyals-Consumers who are loyal to two or
three brands.
 Shifting loyals-Consumers who shift loyalty from
one brand to another.
 Switchers-Consumers who show no loyalty to any
brand.
http://nailah08.blogspot.com 55

56. ___________ are consumers who buy only one
brand all the time.
A. Split Loyals
B. Switchers
C. Hard-core Loyals
D. Shifting Loyals
E. Loyalists
http://nailah08.blogspot.com 56

57. What type of consumers buy only one brand
all the time?
A. Split Loyals
B. Switchers
C. Hard-core Loyals
D. Shifting Loyals
E. Loyalists
http://nailah08.blogspot.com 57

58. Top 10 Learning Questions for
Chapter 9
Creating Brand Equity
Roche Deluta
December 15, 2011
V56 Marketing Class of
Prof. Remigio Joseph De Ungria
Chapter 9 Marketing Management, Kotler 14th ed
http://www.slideshare.net/rochedeluta 58

59. Holistic marketers emphasize three
important new theme in designing
brand-building marketing programs.
Which one does not include?
A. Integration
B. Internalization
C. Impersonation
D. Personalization
E. None of the above
http://www.slideshare.net/rochedeluta 59

60. Holistic marketers emphasize three
important new themes in designing brand-
building marketing programs except for
one?
A. Integration
B. Internalization
C. Impersonation
D. Personalization
E. None of the above
http://www.slideshare.net/rochedeluta 60

61. Designing Holistic Marketing
Activities
Personalization Integration Internalization
http://www.slideshare.net/rochedeluta 61

62. Designing Holistic Marketing
Activities
Personalization Integration Internalization
Personalizing marketing
is about making sure
the brand and its Integration marketing is about
mixing and matching marketing Internal branding is activities and
marketing are relevant processes that help to inform
as possible to as many activities to maximize their
individual and collective effects and inspire employees.
customers as possible
http://www.slideshare.net/rochedeluta 61

63. Holistic marketers emphasize three
important new theme in designing
brand-building marketing programs.
Which one does not include?
A. Integration
B. Internalization
C. Impersonation
D. Personalization
E. None of the above
http://www.slideshare.net/rochedeluta 62

64. Holistic marketers emphasize three
important new themes in designing brand-
building marketing programs except for
one?
A. Integration
B. Internalization
C. Impersonation
D. Personalization
E. None of the above
http://www.slideshare.net/rochedeluta 63

65. Revised Learning Questions for
(Chapters 1-4, 6-9)
Group 1
Nailah P. Cristobal
December 30, 2011
Marketing Management Class of
Prof. Remigio Joseph De Ungria
65
Colorful Me http://nailah08.blogspot.com