1. TOP 10 Learning Questions for
(Chapter 2 Developing
Marketing Strategies and
Plans)
Sue Ann Silubrico
April 15, 2011
http://suesilubrico.blogspot.com/

2. 1. What are the two levels of
Marketing Plans?
 A. Strategic and Tactical
 B. Planning and Organizing
 C. Product and Service
 D. Development and Penetration
 E. None of the above
http://suesilubrico.blogspot.com/ 2

3. What are the levels of
Marketing Plan?
Strategic Tactical
Identify target Lays Marketing
Markets and Plans
Value proposition
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 3

4. Explanation of Concept
In Strategic Marketing Plan firms will offer,
based on best market opportunities
 Strategic:
Nike’s Target Markets are:
Athletes Fitness Enthusiasts
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 4

5. Explanation of Concept
In Tactical Marketing Plan includes product
features, promotion,merchandising,pricing
sales channels and service.
 Tactical:
Merchandising
Promotion
Product features
Pricing
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 5

6. Answer
1. What are the two levels of
Marketing Plans?
 A. Strategic and Tactical
 B. Planning and Organizing
 C. Product and Service
 D. Development and Penetration
 E. None of the above
http://suesilubrico.blogspot.com/ 6

7. 2. _______,_______ and _____ are
Porter’s 3 Generic Strategies.
A. Promotional, Logistics and Pricing
B. Planning, Implementing and Controlling
C. Overall cost leadership, Differentiation
and Focus
D. Customer intimacy, Operational Excellence
and Product leadership
E. None of the above
http://suesilubrico.blogspot.com/ 7

8. Porter’s Generic Strategies
Overall cost Leadership
Differentiation
Focus
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 8

9. Explanation of Concept
What is Overall Cost Leadership?
 Company seeks to gain greater market share
 To increase their sales
 To have lower prices than the competition
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 9

10. Explanation of Concept
What is Differentiation?
 Product or service that offers unique attributes.
 Valued by customers
 Competitive advantage based on products or service.
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 10

11. Explanation of Concept
What is Focus?
 Concentrates on meeting specialized needs of its
customers
 Focus on specific customers or markets
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 11

12. Answer
2. _______,_______ and _____ are
Porter’s 3 Generic Strategies.
A. Promotional, Logistics and Pricing
B. Planning, Implementing and Controlling
C. Overall cost leadership, Differentiation
and Focus
D. Customer intimacy, Operational Excellence
and Product leadership
E. None of the above
http://suesilubrico.blogspot.com/ 12

13. 3. The type of market a company will
serve is ______.
A. Market Segment
B. Market Penetration
C. Market development
D. Market share
E. None of the above
http://suesilubrico.blogspot.com/ 13

14. What are the Major
Competitive Sphere?
Industry
Geographical Products
Vertical Competence
Channels
Market
Segment
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 14

15. Explanation of Concept
Who are the target market of
Starbucks?
Family
Market Friends
Segment
Students Employees
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 15

16. Answer
3. The type of market a company will
serve is ______.
A. Market Segment
B. Market Penetration
C. Market development
D. Market share
E. None of the above
http://suesilubrico.blogspot.com/ 16

17. 4. Which of the following
statement is True?
A. Logistics is 1 of 4 Categories of Marketing Alliances.
B. Promotional Alliances means two companies jointly
market their complementary products.
C. Product Alliances does not give one company
licenses to produce its product.
D. Strategic alliances does not take the form of
marketing alliances.
E. Giant companies can achieve leadership even without
forming alliances.
http://suesilubrico.blogspot.com/ 17

18. What are Marketing
Alliances?
Product or Services Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 18

19. Explanation of Concept
Logistic Alliances: One company offers
logistical services for another
company’s products.
 Abbotts laboratories warehouses and delivers
3M’s Medical and surgical products.
Medical
warehouse supplies Deliveries
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 19

20. Answer
4. Which of the following
statement is True?
A. Logistic is 1 of 4 Categories of Marketing
Alliances
B. Promotional Alliances means two companies
jointly market their complementary products.
C. Product Alliances does not give one company
licenses to produce its product.
D. Strategic alliances does not take the form of
marketing alliances.
E. Giant companies can achieve leadership even
without forming alliances.
http://suesilubrico.blogspot.com/ 20

21. 5. Which of the following
statement is False?
A. Raw material to final product and distribution in which
company will participate is called Vertical channel.
B. Industry,Geographical,Vertical channels, Market
segment, Competence and products are the major
competitive sphere which the company will operate.
C. The range of regions and countries which company will
operate is called Geographical sphere.
D. Aston Martin makes only high performance sports car.
E. Market segment defines the range of products and
application they supply.
http://suesilubrico.blogspot.com/ 21

22. What are the Major
Competitive Sphere?
Industry
Geographical Products
Vertical Competence
Channels
Market
Segment
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 22

23. Explanation of Concept
Starbucks serves people worldwide
with high quality products.
Products –
Define the range of
products and
application they will
supply
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 23

24. Answer
5. Which of the following
statement is False?
A. Raw material to final product and distribution in which
company will participate is called Vertical channel.
B. Industry,Geographical,Vertical channels, Market
segment, Competence and products are the major
competitive sphere which the company will operate.
C. The range of regions and countries which company
will operate is called Geographical sphere.
D. Aston Martin makes only high performance sports car.
E. Market segment defines the range of products and
application they supply.
http://suesilubrico.blogspot.com/ 24

25. 6.Below are the contents of
Marketing plan except.
A. Feedback and control
B. Implementation control
C. Financial Projections
D. Executive Summary
E. Situation Analysis
http://suesilubrico.blogspot.com/ 25

26. What are the contents of
Marketing Plans?
Executive Summary
Table of Contents
Situation Analysis
Marketing Strategy
Financial Projections
Implementation Controls
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 26

27. Explanation of Concept
What is Marketing Plan?
 Marketing Plan is a written document that
summarizes what the marketers has learned
about the marketplace and indicates how the
firms plans to reach its marketing objectives.
http://suesilubrico.blogspot.com/ 27

28. Answer
6.Below are the contents of
Marketing plan except.
A. Feedback and control
B. Implementation control
C. Financial Projections
D. Executive Summary
E. Situation Analysis
http://suesilubrico.blogspot.com/ 28

29. 7. Which of the following does not
include in Business unit strategic
Planning process?
A. Business mission
B. SWOT analysis
C. Goal formulation
D. Strategy formulation
E. Marketing innovation
http://suesilubrico.blogspot.com/ 29

30. are Business Unit Strategic
Planning Process
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 30

31. Explanation of Concept
Business Mission:
Needs to
define its
specific
mission
within the
company
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 31

32. Explanation of Concept
SWOT Analysis:
Overall evaluation of company's
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 32

33. Explanation of Concept
Goal Formulation:
 Develop
specific goal
for the
planning
period
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 33

34. Explanation of Concept
Strategic Formulation:
 Business
must design
strategy for
achieving its
goals.
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 34

35. Explanation of Concept
Program Formulation:
 Must Plan
program to
strengthen
Research &
Development
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 35

36. Explanation of Concept
Implementation:
 Even great
marketing
strategy can be
sabotaged by
poor
implementation
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 36

37. Explanation of Concept
Feedback and Control:
 “Do the right thing
– to be effective”
Than
 “To do things right
– to be efficient”
- Peter Ducker
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 37

38. Answer
7. Which of the following does not
include in Business unit strategic
Planning process?
A. Business mission
B. SWOT analysis
C. Goal formulation
D. Strategy formulation
E. Marketing innovation
http://suesilubrico.blogspot.com/ 38

39. 8. McDonald’s teamed up with Disney for 10 years to
offer products related to Disney movies as part of its
happy meals what Marketing alliances does McDonald's
falls under?
A. Product or services alliances
B. Promotional Alliances
C. Logistics Alliances
D. Pricing Alliances
E. None of the above
http://suesilubrico.blogspot.com/ 39

40. What are Marketing
Alliances?
Product or Services Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 40

41. Explanation of Concept
Products and Services Alliances:
License other company to produce its
products
 Starbucks is extending its brand.
 Starbucks partnered with PepsiCo Inc.
 To produce a bottled version of Starbucks Frappuccino.
 Another partnership with Dryers
 To produce Starbucks branded ice cream products.
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 41

42. Explanation of Concept
Promotional Alliances: Company agrees to
carry promotion for another company’s
product or service.
 Mc Donald's teamed up with Disney for 10 years
to offer products related to Disney films as part
of its happy meals.
Bee Movie Ice Age Movie
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 42

43. Explanation of Concept
Logistic Alliances: One company offers
logistical services for another
company’s products.
 Abbotts laboratories warehouses and delivers
3M’s Medical and surgical products.
Medical
warehouse supplies Deliveries
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 43

44. Explanation of Concept
Pricing Collaborations: One or more
companies join in special pricing
collaborations.
Hotels and
rental car
companies
often offer
mutual
discounts
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 44

45. Answer
8. McDonald’s teamed up with Disney for 10 years to offer
products related to Disney movies as part of its happy
meals what Marketing alliances does McDonald's falls
under?
A. Product or services alliances
B. Promotional Alliances
C. Logistics Alliances
D. Pricing Alliances
E. Industry Alliances
http://suesilubrico.blogspot.com/ 45

46. 9. Starbucks partnered with PepsiCo Inc. to
produce a bottled version of Starbucks Frappuccino
which Marketing alliances does starbucks falls under?
A. Product or services alliances
B. Promotional Alliances
C. Logistics Alliances
D. Pricing Alliances
E. Industry Alliances
http://suesilubrico.blogspot.com/ 46

47. What are Marketing
Alliances?
Product or Services Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 47

48. Explanation of Concept
Products and Services Alliances:
License other company to produce its
products
 Starbucks is extending its brand.
 Starbucks partnered with PepsiCo Inc.
 To produce a bottled version of Starbucks Frappuccino.
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 48

49. Answer
9. Starbucks partnered with PepsiCo Inc. to
produce a bottled version of Starbucks Frappuccino
which Marketing alliances does starbucks falls under?
A. Product or services alliances
B. Promotional Alliances
C. Logistics Alliances
D. Pricing Alliances
E. Industry Alliances
http://suesilubrico.blogspot.com/ 49

50. 10. Abbotts laboratories warehouses and delivers 3M’s
Medical and surgical products what marketing alliances
does Abbotts falls under?
A. Product or services alliances
B. Promotional Alliances
C. Logistics Alliances
D. Pricing Alliances
E. None of the above
http://suesilubrico.blogspot.com/ 50

51. What are Marketing
Alliances?
Product or Services Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 51

52. Explanation of Concept
Logistic Alliances: One company offers
logistical services for another
company’s products.
 Abbotts laboratories warehouses and delivers
3M’s Medical and surgical products.
Medical
warehouse supplies Deliveries
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 52

53. Answer
10. Abbotts laboratories warehouses and delivers 3M’s
Medical and surgical products what marketing alliances
does Abbotts falls under?
A. Product or services alliances
B. Promotional Alliances
C. Logistics Alliances
D. Pricing Alliances
E. None of the above
http://suesilubrico.blogspot.com/ 53

54. TOP 10 Learning Questions for
(Chapter 2 Developing
Marketing Strategies and
Plans)
Sue Ann Silubrico
April 15, 2011
http://suesilubrico.blogspot.com/