20 improved questions for midterms medina

Improved Learning Questions for

Kotler’s 22 Chapters

Anna O. MedinaJuly 2011

http://annalimedina.blogspot.com/

TOP Learning Questions for Kotler’s 22 Chapters

Ria AbendanJuly 2011

4. Value is the sum of customers’ perceived _______ and _______.

A. Expectation and benefitB. Share of mind and equityC. Image and equityD. Equity and costE. Cost and benefit

What is the definition of “Value”

A. Value pertains to a customers expectation and percieved benefit

B. Value is brand equityC. Value is image and qualityD. Value pertains to a customer’s

expectation and the products ability to deliver based on perceived expectation

E. Value pertains to a product’s cost vs. its benefit

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Value and Satisfaction are important concepts in Marketing

• Value = sum of customers’ perceived benefits and costs

• Combination of the customer value triad (QSP)

VALUE

QUALITY

SERVICE PRICE

What is the definition of “Value”

A. Value pertains to a customers expectation and percieved benefit

B. Value is brand equityC. Value is image and qualityD. Value pertains to a customer’s

expectation and the products ability to deliver based on perceived expectation

E. Value pertains to a product’s cost vs. its benefit

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10 Questions

Chapter 2: Developing MarketingStrategies and Plans

Steven Michael Y. AndradaApril 15, 2011

www.stevenandrada.blogspot.com

5. What kind of business orientation that puts the customer at the heart of the business?

A. Product orientationB. Geographical orientationC. Market orientationD. Competence orientationE. None of the above

www.stevenandrada.blogspot.com

Placing a customer first is an example of what type of orientation?

A. Product orientationB. Price orientationC. Place orientationD. People orientationE. None of the above

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Examples

www.stevenandrada.blogspot.com

Company Product Market

Cebu Pacific Air

We run an Airline

company

It’s time everyone to

flies

PLDT We run a Telecommunication company

We’re changing lives

Placing a customer first is an example of what type of orientation?

A. Product orientationB. Price orientationC. Place orientationD. People orientationE. None of the above

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TOP 10 Learning Questions

Ch 3: Gathering Information and Scanning the Environment

Ma. Katrina S. AvellanaApril 2011

http://kavellana.blogspot.com

1. Marketing Information System (MIS) consists of the following except:

http://kavellana.blogspot.com

A. People

B. Equipment

C. Information

D. Procedures

E. All of the above

1. Marketing Information System (MIS) lays on what key ingredient:

A. People Information

B. Equipment Information

C. Intelligence report

D. Procedural information

E. All of the above

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Marketing Information System (MIS)

http://kavellana.blogspot.com

•Consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute

needed, timely and accurate information to marketing decision makers.

1. Marketing Information System (MIS) lays on what key ingredient:

A. People Information

B. Equipment Information

C. Intelligence report

D. Procedural information

E. All of the above

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TOP 10 Learning Questions for

Chapter 4: Conducting Marketing Research and

Forecasting Demand

Megha Behani15th April ’2011

http://meghabehani.blogspot.com

#8: Cluster sample and Quota sample are types of ___

A. Probability samplesB. Non-Probability samplesC. Simple random samplesD. Samples where one belongs to

probability sample and the other belongs to non-probability sample

E. None of the above

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#8: Cluster sample and Quota sample are types of ___

A. Probability measurementsB. Non-Probability measurementsC. Simple random measurementsD. Primary data measurementsE. None of the above

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Concept:What are the types of samples in order to generate primary data?

Probability Samples Simple random Stratified random Cluster

Nonprobability Samples Covenience Judgement Quota

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#8: Cluster sample and Quota sample are types of ___

A. Probability measurementsB. Non-Probability measurementsC. Simple random measurementsD. Primary data measurementsE. None of the above

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TOP 10 Learning Questions for

Creating Customer Value, Satisfaction & Loyalty and Ch 5

Joan SolivenApril 15, 2011

http://joansoliven.blogspot.com/

All are examples of how to use a database except..?

A. Identify ProspectsB. Target Offers C. Avoid MistakesD. Deepen Loyalty E. Know Competitors

10. Which is not one of the ways in using Database?

A. Identify ProspectsB. Target Offers C. Avoid MistakesD. Deepen Loyalty E. Interactive customers

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Five Ways in using Database

To identify prospects To identify prospects

To target offers To target offers

To deepen loyaltyTo deepen loyalty

To reactive customers To reactive customers

To avoid mistakes To avoid mistakes

http://joansoliven.blogspot.com/Source: Marketing Management 13th Edition by Philip Kotler

10. Which is not one of the ways in using Database?

A. Identify ProspectsB. Target Offers C. Avoid MistakesD. Deepen Loyalty E. Interactive customers

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27

Analyzing Consumer Markets

Rustie M. FidelApril 15, 2011

Top 10 Learning Questions for Chapter 06 :

http://rustie27.blogspot.com/

There are 5 Brands of Personality. Sincerity, Sophistication, Excitement, Ruggedness and _____ .

A. IntegrityB. HonestyC. HopeD. CompetenceE. None of the Above

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Sincerity, Sophistication, Excitement, Ruggedness and competence are all examples of?

A. Brand IdentityB. Brand EquityC. Brand BuildingD. Brand PersonalityA. None of the Above

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Brand Personality

Sincerity Excitement

Sophistication Competence

Ruggedness

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Sincerity, Sophistication, Excitement, Ruggedness and competence are all examples of?

A. Brand IdentityB. Brand EquityC. Brand BuildingD. Brand PersonalityA. None of the Above

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Office requisitions are an example of:

A. ReordersB. Supplies consumablec. Modified re-buyD. Straight re-buyE. New Task

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Office requisitions are an example of:

A. ReordersB. Supplies consumablec. Modified re-buyD. Straight re-buyE. New Task

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TOP 10 Learning Questions

Ch 8: Identifying Market Segments and Targets

Myrtle FrantillaApril 14, 2011

http://myrtlefrantilla.blogspot.com/ 37

http://myrtlefrantilla.blogspot.com/ 38

All of the following are Behavioral Variables EXCEPT:

A.OccasionsB.BenefitsC.User StatusD.Loyalty StatusE.They are all examples of

Behavioral Variables

39

All of the following are Behavioral Variables EXCEPT:

A.OccasionsB.BenefitsC.User StatusD.Loyalty StatusE. User preferences

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http://myrtlefrantilla.blogspot.com/

Behavioral Segmentation

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Decision Roles

•Initiator

•Influencer

•Decider

•Buyer

•Seller

Behavioral Variable•Occasions

•Benefits

•User Status

•Buyer Readiness•Loyalty Status

•User Rate

•Attitude

All of the following are Behavioral Variables EXCEPT:

A.OccasionsB.BenefitsC.User StatusD.Loyalty StatusE. User preferences

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TOP 10 Learning Questions for

Ch 9: Creating Brand Equity

Soleil GanApril 2011

http://taeyangxinyi.blogspot.com

______ is what the brand stands for and what it promises to consumers.

A. Brand EssenceB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Characteristic

http://taeyangxinyi.blogspot.com

______ is what the brand stands for and what it promises to consumers.

A. Brand PromiseB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Name

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Aaker ModelStart managing your brand

Brand Identity- what the brand stands for (and)- what the brands promises to customers Core Identity Elements Extended Identity Elements Brand Essence

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From Philip Kotler’s, Marketing Management, 13th ed.

______ is what the brand stands for and what it promises to consumers.

A. Brand PromiseB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Name

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TOP 10 Questions for

Chapter 10:

Crafting the Brand Positioning

Anna Katrina L. Guray/ Ira A. OngApril 15, 2011

http://annaguray06.blogspot.com

1. are associations/benefits that can be shared with other brands.

a. Points-of-Parityb. Points-of-Differencec. Brand Imaged. Brand Concepte. Points-of-Value

48

Question w/ Answer

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Points of parity pertains to:

a. Benefits/associations that can be shared with other brands

b. Benefits/associations that can be shared with the customers

c. Benefits/associations that can be shared with stakeholders

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POPs are POINTS-OF-PARITY

Concept 1: POPs

+ =

= + +

http://annaguray06.blogspot.com

Points of parity pertains to:

a. Benefits/associations that can be shared with other brands

b. Benefits/associations that can be shared with the customers

c. Benefits/associations that can be shared with stakeholders

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TOP 10 Learning Concepts for

Chapter 11:

Dealing with Competition

Lady Charmayne Hao/ Ira A. OngApril 2011

4. Switching cost is an example barrier to entry of

a. Supplier Powerb. Threat of new entrantsc. Buyer Powerd. All of the above e. None of the above

53

Switching cost is an example of

a. Customers Purchasing Powerb. Threat of new entrantsc. Customers Preferences d. All of the above e. None of the above

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What determines market segment?

55

Michael Porter’s

Five Forces

Switching cost is an example of

a. Customers Purchasing Powerb. Threat of new entrantsc. Customers Preferences d. All of the above e. None of the above

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TOP 10 Learning Questions for

Setting Product Strategy #28

Ivy VillamorApril 14, 2011

A Downloadable TemplateFor use in the Marketing Management Class of

Prof. Remigio Joseph De Ungria

1. It is the a classification of product based on use and shopping habits of customers?

A. Durability and TangibilityB. Industrial GoodsC. Consumer GoodsD. Homo/Heterogeneous GoodsE. None of the above

58

____is the a classification of a product based on use and shopping habits of customers.

A. Durability and TangibilityB. Industrial GoodsC. Consumer GoodsD. Homo/Heterogeneous GoodsE. None of the above

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Consumer Goods for end users’ consumption on the basis of shopping habits.

Concept 4: Market Survival Mix of Different Product Classifications – Use (Consumer Goods)

Convenience Shopping

Specialty Unsought

http://www.slideshare.net/ivyvillamor

____is the a classification of a product based on use and shopping habits of customers.

A. Durability and TangibilityB. Industrial GoodsC. Consumer GoodsD. Homo/Heterogeneous GoodsE. None of the above

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TOP 10 Learning Questions

Ch 13 Designing and Managing Services

Ronald Patrick G. Wenceslao/ April 2011

rgwenceslao.blogspot.com

4

5. Service positioning strategy can be made tangible through?

A. Price, Place, PeopleB. Place, Promotion, PriceC. People, Product, PromotionD. Price, Position, PromotionE. Product, Place, People

____, _____, ____ makes service positioning strategy tangible

A. Price, Place, PeopleB. Place, Promotion, PriceC. People, Product, PromotionD. Price, Position, PromotionE. Product, Place, People

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4

Services can be made tangible through

• Place• People• Equipment• Communication material• Symbols• Price

____, _____, ____ makes service positioning strategy tangible

A. Price, Place, PeopleB. Place, Promotion, PriceC. People, Product, PromotionD. Price, Position, PromotionE. Product, Place, People

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TOP 10 Learning Questions for

Ch 14 Developing Pricing Strategies and Programs

ZaragozaApril 15, 2011

meghanngettingthere.blogspot.com

10. The sale of KFC’s Bucket Meal or McDonald’s Twister Fries is a good example of companies adapting their prices via this method.

68meghanngettingthere.blogspot.com

A. GeographicalB. Discounts/AllowancesC. PromotionalD. DifferentiatedE. None of the Above

10. The case on the sale of KFC’s Bucket Meal vs. McDonald’s Twister Fries is an example of:

69

A. Geographical MethodB. Discounts MethodC. Promotional MethodD. Differentiated Method

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This method helps COMPANIESINCREASE SALES

70meghanngettingthere.blogspot.com

From Philip Kotler’s, Marketing

Management, 13th Edition

This method also helps toincrease publicity and demand

71meghanngettingthere.blogspot.com

From Philip Kotler’s, Marketing

Management, 13th Edition

10. The case on the sale of KFC’s Bucket Meal vs. McDonald’s Twister Fries is an example of:

72

A. Geographical MethodB. Discounts MethodC. Promotional MethodD. Differentiated Method

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All listed are major types of retailer except:

A. SuperstoreB. Convenience StoreC. BazaarD. Catalog ShowroomE. Discount Store

74

Question 10

All are samples of a retailer except:

75

A. Convenient StoresB. GroceriesC. MallsD. Catalogue ShowroomE. Discount Stores F. Bazaars

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Specialty Store

- Limited product lines such as jewelry or men’s clothing

76

Source: Marketing Management 13th Ed by Philip Kotler

Major Types of Retailer

Department Store

- Wide variety of product lines

77

Source: Marketing Management 13th Ed by Philip Kotler

Major Types of Retailer

Supermarket

- Wide range of food, toiletries, and other basic household items

78

Source: Marketing Management 13th Ed by Philip Kotler

Major Types of Retailer

Convenience Store

- Similiar to a supermarket, but at a smaller scale

- Usually located in residential areas- Provide customers convenient place and

time to buy needed items

79

Source: Marketing Management 13th Ed by Philip Kotler

Major Types of Retailer

Discount Store

- wide variety of merchandise at low prices

80

Source: Marketing Management 13th Ed by Philip Kotler

Major Types of Retailer

Off-price Retailer

- Goods priced below regular retail prices.

81

Source: Marketing Management 13th Ed by Philip Kotler

Major Types of Retailer

Superstore

- specializes in a range of related products

- huge selling space- Can be selling either gen. merchandise

or specialty stores

82

Source: Marketing Management 13th Ed by Philip Kotler

Major Types of Retailer

Catalog Showroom

- Small area for display, big area for warehousing

- Has declined since the boom of online shopping

83

Source: Marketing Management 13th Ed by Philip Kotler

Major Types of Retailer

All are samples of a retailer except:

84

A. Convenient StoresB. GroceriesC. MallsD. Catalogue ShowroomE. Discount Stores F. Bazaars

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Chapter 17 Designing and Managing Integrated Marketing

Yang ZhaoApril. 2011

http://zhaointote.blogspot.com/

TOP 10 Learning Question for

3.The hierarchy-of-effects in marketing communications

a) Attention - Interest - Desire - Actionb) Awareness - Knowledge - Liking - Preference - Conviction - Purchasec) Exposure - Reception - Cognitive Response - Attitude - Intention - Behaviord) Awareness - Interest - Evaluation - Trial - Adoption

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Marketing Communications follows which basic model?

a) AIDA Modelb) Hierarchy of Effects Modelc) Innovation – Adoption Modeld) Communications Modele) Branding Model

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Model in chart

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Marketing Communications follows which basic model?

a) AIDA Modelb) Hierarchy of Effects Modelc) Innovation – Adoption Modeld) Communications Modele) Branding Model

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TOP 10 Learning Questions for

Chapter 18 Managing Mass Communications

Francis Benson C. HugoApril 14, 2011

http://ph.linkedin.com/in/francisbensoncabehugo

2. Among the 5 factors to consider in setting the advertising budget, which statement is TRUE?

A. Established brands are usually supported with higher advertising budgets.

B. High-market-share brands usually require less advertising expense as a percentage of sales.

C. A brand does not need to advertise more heavily in a market with many competitors.

D. Advertising frequency does not have an impact on the advertising budget.

E. None of the above

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What must be considered in the establishment of an advertising budget?

A. Stage in product life cycleB. Market share and consumer baseC. Competition and clutterD. Advertising frequencyE. Product sustainability F. None of the above

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5 factors to consider in setting up an advertising budget

93http://ph.linkedin.com/in/francisbensoncabehugo

What must be considered in the establishment of an advertising budget?

A. Stage in product life cycleB. Market share and consumer baseC. Competition and clutterD. Advertising frequencyE. Product sustainability F. None of the above

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TOP 10 Learning Questions for

Ch 19: Managing Personal Communications

Caroline P. QuarteApril 2011

http://carolinequarte.blogspot.com/

3. What is the RFM formula for selecting prospects?

http://carolinequarte.blogspot.com/

Answer

A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Recency, Functionality, Monetary

In advertising what is the RFM formula?

A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Rationale, Familiarity(Brand), Monetary

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RFM Formula is a marketing technique used to determine quantitatively which customers are the best ones

- how recently a customer has purchased (Recency)

- how often they purchase (Frequency)

- how much the customer spends (Monetary).

http://carolinequarte.blogspot.com/

In advertising what is the RFM formula?

A. Reduction, Functionality, MobilityB. Recency, Frequency, MonetaryC. Reaction, Friction, MissionD. Rationale, Familiarity(Brand), Monetary

http://annalimedina.blogspot.com/

TOP 10 Learning Questions for

Chapter 20 Introducing New Market Offerings

Louie Mark QuizonApril 15, 2011

http://louiemarkquizon.blogspot.com

3. Which of the following statements in creativity techniques is false? A. In attribute listing, list first the attributes of

an object and then modifyB. In forced relationships, list several ideas and

consider each one in relation to another.C. In morphological analysis, many solutions can

be generated by the combination of ideasD. In reverse assumption analysis, take a

familiar concept and put it in a new contextE. In mind mapping, you should create

associations with each new idea

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Which of the following statements is false? A. In attribute listing, list first the attributes of

an object and then modifyB. In forced relationships, list several ideas and

consider each one in relation to another.C. In morphological analysis, many solutions can

be generated by the combination of ideasD. In reverse assumption analysis, take a

familiar concept and put it in a new contextE. In mind mapping, you should create

associations with each new idea

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Example: TeamManila’s Creativity Generation – New Context

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Familiar Process:• Company

designers choose designs to sell

New Context:• Customers choose

what designs to sell

Which of the following statements is false? A. In attribute listing, list first the attributes of

an object and then modifyB. In forced relationships, list several ideas and

consider each one in relation to another.C. In morphological analysis, many solutions can

be generated by the combination of ideasD. In reverse assumption analysis, take a

familiar concept and put it in a new contextE. In mind mapping, you should create

associations with each new idea

104http://annalimedina.blogspot.com/

TOP 10 Learning Questions for

Tapping into Global Markets 21

Sandel, Lee Aizabel L.April 14, 2011

www.leeaizabelsandel.blogspot.com

1. The following are the stages of Internationalization. Except…

A. No regular export activities.B. Market products/service internationallyC. Export via independent agentsD. Establish sales subsidiariesE. Establish production facilities abroad

106www.leeaizabelsandel.blogspot.com

A key success ingredient to enter the international market is:

A. Market products/service internationallyB. Export via independent agentsC. Establish sales subsidiariesD. Establish production facilities abroadE. Establish product and service globally

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4 Stages of Internationalization

108

Establish sales

subsidiaries

No regular export activity

Export via independent agents

Establish production facilities abroad

Stage 1

Stage 2

Stage 3

Stage 4

www.leeaizabelsandel.blogspot.com

A key success ingredient to enter the international market is:

A. Market products/service internationallyB. Export via independent agentsC. Establish sales subsidiariesD. Establish production facilities abroadE. Establish product and service globally

109http://annalimedina.blogspot.com/

TOP 10 Learning Questions for

Chapter 22: Managing A Holistic Marketing

Organization For The Long Run

Mira Lynn SerranoApril 14, 2011

miralynnserrano.blogspot.com

1. Most companies use a Functional Organization in their Marketing Departments for an effective Internal Marketing because of the main advantage of administrative ________ .

A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity

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A key benefit of Internal Marketing is________ .

A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity

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FUNCTIONAL ORGANIZATION

5miralynnserrano.blogspot.com

is the most COMMON form of

Marketing organization and for

Administrative SIMPLICITY

Effective Internal Marketing using

FUNCTIONAL ORGANIZATION

7miralynnserrano.blogspot.com

Marketing Vice President

Consists of FINGERS

as Specialists or

Managers with

different Functions

A key benefit of Internal Marketing is________ .

A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity

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Improved Learning Questions for

Kotler’s 22 Chapters

Anna O. MedinaJuly 2011

http://annalimedina.blogspot.com/