1. TOP 10 Learning Questions
Revised Chapter Questions
Ronald Patrick G. Wenceslao
April 29, 2011
rgwenceslao.blogspot.com

2. TOP 10 Learning Questions for
Chapter 1: Defining Marketing
for the 21st Century
Ria Abendan / Ronald Wenceslao
April 2011

3. 6. If you would like an external hard drive
included when you buy a laptop, this is an
example of what type of need?
A. Stated Needs
B. Unstated Needs
C. Real Needs
D. Delight Needs
E. Secret Needs
3

4. 6. The 5 types of customer needs are
stated, unstated, real, secret and _______
needs?
A. Discreet Needs
B. Broadcasted Needs
C. Unreal Needs
D. Delight Needs
E. Exposed Needs
4

5. There are 5 Types of Consumer
Needs
Stated Real Unstated Delight Secret
Needs Needs Needs Needs Needs
“I want an inexpensive TV.”

6. Real Needs may underlie the
Stated Needs
Stated Real Unstated Delight Secret
Needs Needs Needs Needs Needs
“I want a TV whose maintenance
cost, not initial price, is low (or
zero).”

7. Unstated needs are expected
already by the customer
Stated Real Unstated Delight Secret
Needs Needs Needs Needs Needs
“I want good service from the
manufacturer.”

8. Delight Needs ask more of the
expected output
Stated Real Unstated Delight Secret
Needs Needs Needs Needs Needs
“I want it to come with a home
theater system.”

9. Secret Needs may not easily be
articulated by the customer
Stated Real Unstated Delight Secret
Needs Needs Needs Needs Needs
“I want my friends to see me as a
smart buyer.”

10. 6. The 5 types of customer needs are
stated, unstated, real, secret and _______
needs?
A. Discreet Needs
B. Broadcasted Needs
C. Unreal Needs
D. Delight Needs
E. Exposed Needs
10

11. 10 Questions
Chapter 2: Developing Marketing
Strategies and Plans
Steven Michael Y. Andrada / Ronald
Wenceslao
April 15, 2011
www.stevenandrada.blogspot.com
1/73

12. 7. According to Ansof’s product – market
expansion grid, What kind of strategy that
develops new markets for the current
products?
A. Market penetration strategy
B. Product development strategy
C. Market development strategy
D. Diversification strategy
E. None of the above
www.stevenandrada.blogspot.com
40/73

13. 7. According to Ansof’s product, the market
expansion grid, product development strategy
focuses on _____ markets and _____ products?
A. Current, new
B. Current, current
C. New, current
D. New, new
E. None of the above
www.stevenandrada.blogspot.com
40/73

14. Ansoff’s Product – Market
Expansion Grid
Current Products New Products
Current Market-penetration Product-development
Markets strategy strategy
New Market-development Diversification
Markets strategy strategy
Source: 13th Edition, Marketing Management, Kotler & Keller
www.stevenandrada.blogspot.com
41/73

15. 7. According to Ansof’s product, the market
expansion grid, product development strategy
focuses on _____ markets and _____ products?
A. Current, new
B. Current, current
C. New, current
D. New, new
E. None of the above
www.stevenandrada.blogspot.com
40/73

16. TOP 10 Learning Questions
Ch 3: Gathering Information and
Scanning the Environment
Ma. Katrina S. Avellana / Ronald
Wenceslao
April 2011
http://kavellana.blogspot.com

17. 9. Which is NOT a technological
aspect included in shaping the
business landscape?
A. Pace of change
B. Opportunities for innovation
C. Varying R&D budgets
D. Increased regulation of change
E. Innovation
http://kavellana.blogspot.com
17

18. Environmental Forces Shaping
the Business Landscape
•Technological
•Pace of change
•Opportunities for innovation
•Varying R&D budgets
•Increased regulation of change
http://kavellana.blogspot.com
18

19. 9. Which is NOT a technological
aspect included in shaping the
business landscape?
A. Pace of change
B. Opportunities for innovation
C. Varying R&D budgets
D. Increased regulation of change
E. Innovation
http://kavellana.blogspot.com
19

20. TOP 10 Learning Questions for
Chapter 4: Conducting
Marketing Research and
Forecasting Demand
Megha Behani / Ronald Wenceslao
15th April ’2011

21. #2: Autonomy, consumer satisfaction,
perceived quality and freedom to fail are ____
A . External marketing metrics
B. Internal marketing metrics
C. Both A and B
D. Either A or B
E. Not a part of marketing metrics
21

22. #2: Willingness to change, autonomy and
freedom to fail are part of ____ ?
A . External marketing metrics
B. Internal marketing metrics
C. Both A and B
D. Either A or B
E. Not a part of marketing metrics
22

23. Concept:
Determine different marketing metrics to help
marketers assess marketing performance.
EXTERNAL INTERNAL
Awareness &
commitment
Market share of/to goals
Customer Willingness
Satisfaction to change
Freedom to fail
No. of
customers Autonomy
23

24. #2: Willingness to change, autonomy and
freedom to fail are part of ____ ?
A . External marketing metrics
B. Internal marketing metrics
C. Both A and B
D. Either A or B
E. Not a part of marketing metrics
24

25. TOP 10 Learning Questions for
Chapter 5: Creating Customer
Value, Satisfaction, and
Loyalty
Cabunilas, Michelle M. / Ronald
Wenceslao
15 April 2011
Kotler, Keller, Marketing Management, 13th ed.
http://cabunilasmichelle.blogspot.com

26. 10. Customer profit rate increase due to
increased purchases, referrals, and price
premiums and _____________.
A. In-active Customers
B. Reduced Operating Costs
C. Disqualified Prospects
D. Only A and C
E. None of the Above
Kotler, Keller, Marketing Management, 13th ed.
http://cabunilasmichelle.blogspot.com

27. 10. Customer profit rate increase due to
______, referrals, and price premiums and
reduced operating costs.
A. New suppliers
B. Technology
C. Increased purchases
D. Only A and B
E. None of the Above
Kotler, Keller, Marketing Management, 13th ed.
http://cabunilasmichelle.blogspot.com

28. Concept 10: Customer Dev’t.
Process and Retention
 Acquired new customers cost five times more than
satisfying and retaining current customers.
 Average company loses 10% of its customer each
year.
 5% reduction in customer defect rate can increase
profits by up to 85%
 Customer profit rate increase due to increased
purchases, referrals, and price premiums and
reducedd operating costs.
Kotler, Keller, Marketing Management, 13th ed.
http://cabunilasmichelle.blogspot.com

29. 10. Customer profit rate increase due to
______, referrals, and price premiums and
reduced operating costs.
A. New suppliers
B. Technology
C. Increased purchases
D. Only A and B
E. None of the Above
Kotler, Keller, Marketing Management, 13th ed.
http://cabunilasmichelle.blogspot.com

30. TOP 10 Learning Questions for
Ch6: Analyzing Consumer
Markets
Roleigh “Rolly” Tuazon / Ronald
Wenceslao
15 April 2011

31. 5. What does constitute a brand
personality?
 A. Durability
 B. Excitement
 C. Competence
 D. All of the above
 E. Two of the above
31

32. 5. Which of the following does not
constitute brand personality?
 A. Durability
 B. Excitement
 C. Competence
 D. Sophistication
 E. Sincerity
32

33. Concept 6:
Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Kotler, Keller. Marketing Management, 13th Edition.
33

34. 5. Which of the following does not
constitute brand personality?
 A. Durability
 B. Excitement
 C. Competence
 D. Sophistication
 E. Sincerity
34

35. 5. Which of the following does not
constitute brand personality?
 A. Durability
 B. Excitement
 C. Competence
 D. Sophistication
 E. Sincerity
35

36. 36

37. 3. The following roles are included in a
business buying process?
 A. Sellers
 B. Suppliers
 C. Product
 D. All of the above
 E. None of the above
37

38. 38

39. 3. The following roles are included in a
business buying process?
 A. Sellers
 B. Suppliers
 C. Product
 D. All of the above
 E. None of the above
39

40. TOP 10 Learning Questions for
Chapter 10
Identifying Market Segments &Targets
Sheilanor C. Turingan / Ronald Wenceslao
April 14, 2011
http://sheilanorturingan.blogspot.com
40

41. 2. The following are levels of target
marketing, except?
A. Individual
B. Segment
C. Local
D. Niche
E. Mass
http://sheilanorturingan.blogspot.com
41

42. 2. _____ is a level of target marketing
where the needs of the customers are
tailored in trading areas?
A. Individual
B. Segment
C. Local
D. Niche
E. None of the above
http://sheilanorturingan.blogspot.com
42

43. 4 Levels of Target Marketing
1. Individual – one-to-one/customized marketing
2. Segment – customers with similar needs
3. Local – tailored to needs of customers in trading areas,
neighborhoods
4. Niche – customers with distinct set of needs
http://sheilanorturingan.blogspot.com
43

44. 2. _____ is a level of target marketing
where the needs of the customers are
tailored in trading areas?
A. Individual
B. Segment
C. Local
D. Niche
E. None of the above
http://sheilanorturingan.blogspot.com
44

45. TOP 10 Learning Questions for
Ch 9: Creating Brand Equity
Soleil Gan / Ronald Wenceslao
April 2011
http://taeyangxinyi.blogspot.com

46. 8. Which of the following is not true?
A. Memorable and meaningful are two of the six
brand element choice criteria.
B. Logos and symbols are two of the six brand
elements.
C. Alliances and third-party endorsements are
secondary sources of brand knowledge.
D. Feelings and information are two types of brand
knowledge
E. Presence and bonding are two levels of brand
dynamics.
http://taeyangxinyi.blogspot.com 46

47. 8. Which of the following is NOT part
of brand knowledge?
A. Information
B. Images
C. Feelings
D. Thoughts
E. Experiences
http://taeyangxinyi.blogspot.com 47

48. Information is not part of
brand knowledge
Images
Experiences
Feelings
KNOWLEDGE Beliefs
Thoughts
http://taeyangxinyi.blogspot.com

49. 8. Which of the following is NOT part
of brand knowledge?
A. Information
B. Images
C. Feelings
D. Thoughts
E. Experiences
http://taeyangxinyi.blogspot.com 49

50. TOP 10 Learning Questions for
Chapter 10
Crafting the Brand Positioning
Pearl Hazelle S. Velasco / Ronald
Wenceslao
April 14, 2011

51. 8. Quality, Feature and style are
examples of…
A. Services Modification
B. Marketing Program Modification
C. Product Modification
D. Market Modification
E. Prices Modification

52. 8. ______ improvement aims at
increasing a product’s esthetic appeal
A. Quality
B. Feature
C. Style
D. Technology
E. None of the above

53. Product Modification
Quality Improvement – aims at increasing the product’s
functional performance.
Feature Improvement – aims in adding new features
such as size, weight, materials, additives, and
accessories that expand the product’s performance,
versatility, safety, or convenience.
Style Improvement – aims at increasing the product’s
esthetic appeal.

54. 8. ______ improvement aims at
increasing a product’s esthetic appeal
A. Quality
B. Feature
C. Style
D. Technology
E. None of the above

55. TOP 10 Learning Concepts for
Chapter 11:
Dealing with Competition
Lady Charmayne Hao /
Ronald Wenceslao
April 2011

56. 8. Which of the following is
true?
a. An imitator takes the leader’s product and
adapts or improves them.
b. A cloner emulates the leader’s products, name,
and packaging but is costs less than the leader’s
product.
c. An adapter duplicates the leader’s product and
packages and sells it to the black market.
d. A cloner copies some aspects of the leader’s
products but maintains a few differentiation.
e. None of the above
56

57. 8. What market follower strategy
adapts or improves the leader’s
products?
a. Counterfeiter
b. Cloner
c. Adapter
d. Imitator
e. None of the above
57

58. “CLONER” emulates the leader’s
products with slight variations
 What?
 How?
Product, name, and packaging are almost identical
but cost less than the leader’s product!
58

59. 8. What market follower strategy
adapts or improves the leader’s
products?
a. Counterfeiter
b. Cloner
c. Adapter
d. Imitator
e. None of the above
59

60. TOP 10 Learning Questions for
Setting Product Strategy #28
Ivy Villamor / Ronald Wenceslao
April 14, 2011
A Downloadable Template
For use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria

61. 6. Which of the following does not fall
under “Service Differentiation?
A. Ordering ease
B. Conformance
C. Installation
D. Returns
E. All of the above
61

62. 6. Which of the following does not fall
under “Service Differentiation?
A. Ordering ease
B. Customer training
C. Installation
D. None of the above
E. All of the above
62

63. Concept 10: Service
Differentiation
 Ordering ease : call PLDT hotline
 Delivery : 1 day installation
 Installation : free installation
 Customer training : upon installation
 Customer consulting : thru 24/7 hotline and Customer Service
 Maintenance & repair: thru 24/7 hotline and Customer Service
 Returns : warranty coverage, returnable for defects
http://www.slideshare.net/ivyvillamor

64. 6. Which of the following does not fall
under “Service Differentiation?
A. Ordering ease
B. Customer training
C. Installation
D. None of the above
E. All of the above
64

65. TOP 10 Learning Questions for
Ch 14 Developing Pricing Strategies and Programs
Zaragoza / Wenceslao
April 15, 2011
meghanngettingthere.blogspot.com

66. 1. Consumers use PRICE as an
indicator of _____________.
A. Product Comparability
B. Product Quantity
C. Product Superiority
D. Product Quality
E. None of the Above
meghanngettingthere.blogspot.com 66

67. 1. Consumers arrive at Price
Perceptions via 4 Key Points EXCEPT
A. Reference Prices
B. Price – Quality Inferences
C. Price Endings
D. Price increase
E. Price Ques
meghanngettingthere.blogspot.com 67

68. Consumers arrive at Price
Perceptions via 4 Key Points
Reference Prices
Price – quality Inferences
Price Endings
Price Cues
meghanngettingthere.blogspot.com

69. 1. Consumers arrive at Price
Perceptions via 4 Key Points EXCEPT
A. Reference Prices
B. Price – Quality Inferences
C. Price Endings
D. Price increase
E. Price Ques
meghanngettingthere.blogspot.com 69

70. TOP 10 Learning Questions for
Chapter 16 – Managing
Retailing, Wholesaling, and
Logistics
Joseph Gabriel N. Morales
Ronald Wenceslao
April 14, 2011

71. Question 1
Which of the following does not fall
under “Levels of Service”?
A. Self-Service
B. Self-Selection
C. Limited Service
D. Full Service
E. Personal Service
71

72. Question 1
This levels of service is where the customer
chooses from a given selection.
A. Self-Service
B. Self-Selection
C. Limited Service
D. Full Service
E. None of the above
72

73. Levels of Service
 Self-Service
 Customer serves himself (getting slurpee, hotdog
sandwich, soda)
 Self-Selection
 Customer chooses from given selection
 Limited Service
 Provides service to a certain extent
 Full Service
 Provides service from start to end of purchase
Source: Marketing Management 13 th Ed by Philip Kotler
73

74. Question 1
This levels of service is where the customer
chooses from a given selection.
A. Self-Service
B. Self-Selection
C. Limited Service
D. Full Service
E. None of the above
74

75. TOP 10 Learning Question for
Chapter 17 Designing and
Managing Integrated Marketing
Yang Zhao / Wenceslao
April. 2011
http://zhaointote.blogspot.com/

76. 1.How many modes of marketing
communication mix?
A. 2
B. 4
C. 6
D. 8
E. 10
http://zhaointote.blogspot.com/

77. 1.What model of the marketing communication mix
deals with face-to-face interactions with one or
more prospective purchasers?
A. Interactive Marketing
B. Direct Marketing
C. Word of Mouth Marketing
D. Personal Selling
E. None of the above
http://zhaointote.blogspot.com/

78. Marketing Communication mix
(8 major models of Communication)
Direct Marketing
User of mail, Tel, fax, e-mail, or Internet to communicate directly with or
solicit response or dialogue from specific, customers and prospects.
Interactive Marketing
Online activities and programs designed to engaged customers or
prospects and directly or indirectly raise awareness, improve image, or
elicit sales of products and services
Word- of - Mouth Marketing
People-to-people oral, written, or electronic communications that related to
merits or experiences of purchasing or using products or services.
Personal Selling
Face-to-face interaction with one or more prospective purchasers for the
purpose of making presentations, answering questions, and procuring
orders. http://zhaointote.blogspot.com/

79. 1.What model of the marketing communication mix
deals with face-to-face interactions with one or
more prospective purchasers?
A. Interactive Marketing
B. Direct Marketing
C. Word of Mouth Marketing
D. Personal Selling
E. None of the above
http://zhaointote.blogspot.com/

80. TOP 10 Learning Questions for
Ch18: Managing Mass
Communications
Ira A. Ong
Ronald Wenceslao
April 2011

81. 1. Which of the 5Ms refers to
the evaluation of advertising
impact on sales?
A. Money
B. Mission
C. Media
D. Message
E. None of the above

82. 1. Which of the 5Ms refers to
the evaluation of advertising
impact on sales?
A. Money
B. Measurement
C. Media
D. Message
E. None of the above

83. How do we evaluate the
results?
Measurement
Sales Impact Communication Impact

84. 1. Which of the 5Ms refers to
the evaluation of advertising
impact on sales?
A. Money
B. Measurement
C. Media
D. Message
E. None of the above

85. TOP 10 Learning Questions for
Ch 19: Managing Personal
Communications
Caroline P. Quarte
Ronald Wenceslao
April 2011
http://carolinequarte.blogspot.com/

86. Question
4. Which of the following is
true?
A. Personal marketing refers to the use of the
Internet to reach customers.
B. Direct marketing refers to the use of the Internet
to reach customers.
C. Interactive marketing refers to the use of the
Internet to reach customers.
D. Social marketing refers to the use of the Internet
to reach customers.
http://carolinequarte.blogspot.com/

87. Question
4. _____ marketing refers to the
use of the Internet to reach
customers?
A. Personal
B. Direct
C. Interactive
D. Social marketing
E. None of the above
http://carolinequarte.blogspot.com/

88. Interactive marketing is the use of Internet
to reach customers. It provides marketers
and consumers with opportunities for greater
interaction and individualization
http://carolinequarte.blogspot.com/

89. Question
4. _____ marketing refers to the
use of the Internet to reach
customers?
A. Personal
B. Direct
C. Interactive
D. Social marketing
E. None of the above
http://carolinequarte.blogspot.com/

90. TOP 10 Learning Questions for
Chapter 20 Introducing New
Market Offerings
Louie Mark Quizon
Ronald Wenceslao
April 15, 2011
http://louiemarkquizon.blogspot.com

91. 7. ________ is an individual’s
decision to become a regular
user of the product
A. Awareness
B. Interest
C. Evaluation
D. Trial
E. Adoption
http://louiemarkquizon.blogspot.com
91

92. 7. ________ is when the consumer is
stimulated to seek information about
the innovation
A. Awareness
B. Interest
C. Evaluation
D. Trial
E. Adoption
http://louiemarkquizon.blogspot.com
92

93. The consumer is stimulated to
seek information about the
innovation
Adoption
Trial
Evaluation
Interest
Awareness
http://louiemarkquizon.blogspot.com
93

94. 7. ________ is when the consumer is
stimulated to seek information about
the innovation
A. Awareness
B. Interest
C. Evaluation
D. Trial
E. Adoption
http://louiemarkquizon.blogspot.com
94

95. TOP 10 Learning Questions for
Tapping into Global Markets 21
Sandel, Lee Aizabel L.
Ronald Wenceslao
April 14, 2011
www.leeaizabelsandel.blogspot.com

96. 2. NAFTA is an acronym for
____________.
A. North American Foreign Trade Association
B. North American Foreign Trade Agreement
C. North American Free Trade Association
D. North American Free Trade Agreement
E. None of the above.
www.leeaizabelsandel.blogspot.com
96

97. 2. The following are examples of
Regional Free Trade Zones EXCEPT
for:
A. APEC
B. NAFTA
C. UFC
D. European Union
E. ASEAN
www.leeaizabelsandel.blogspot.com
97

98. Regional Free Trade Zones
 European Union
 NAFTA
 MERCOSUL
 APEC
 ASEAN
www.leeaizabelsandel.blogspot.com
98

99. 2. The following are examples of
Regional Free Trade Zones EXCEPT
for:
A. APEC
B. NAFTA
C. UFC
D. European Union
E. ASEAN
www.leeaizabelsandel.blogspot.com
99

100. TOP 10 Learning Questions for
Chapter 22: Managing A Holistic
Marketing Organization For The
Long Run
Mira Lynn Serrano
Ronald Wenceslao
April 14, 2011
miralynnserrano.blogspot.com

101. 6. The following are different types
of Marketing Control, except:
A. Annual Plan Control
B. Efficiency Control
C. Cost Control
D. Profitability Control
E. Strategic Control
miralynnserrano.blogspot.com
101

102. 6. Which marketing control
examines whether the PLANNED
RESULTS are achieved is ______.
A. Annual Plan Control
B. Efficiency Control
C. Strategic Control
D. Profitability Control
E. None of the above
miralynnserrano.blogspot.com
102

103. Different Types of
MARKETING CONTROL
Annual Plan • Top management
To examine whether the
control • Middle management PLANNED RESULTS are
being achieved
Profitability • Marketing controller
control
Efficiency • Line and Staff management
control • Marketing controller
Strategic • Top management
control • Marketing Auditor
miralynnserrano.blogspot.com
103

104. 6. Which marketing control
examines whether the PLANNED
RESULTS are achieved is ______.
A. Annual Plan Control
B. Efficiency Control
C. Strategic Control
D. Profitability Control
E. None of the above
miralynnserrano.blogspot.com
104