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TOP 10 Learning Questions for
Chapter 1: Defining Marketing for the 21st
Century
Ria Abendan/ Yang ZhaoApril 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
2
Marketing can be summed up as ...
… meeting needs profitably … identifying needs profitably … meeting needs consistently … identifying needs consistently … all of the above
Improve the question
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
Marketing can be summed up as ...
eBay recognized people's need to locate items that they desired most
eBay created an online auction website that is today number one in the online market
Marketing can be summed up as ...
… meeting needs profitably … identifying needs profitably … meeting needs consistently … identifying needs consistently … all of the above
TOP 10 Learning Questions for
Chapter 1: Defining Marketing for the 21st
Century
Ria Abendan/ Yang ZhaoApril 2011
10 Questions
Chapter 2: Developing MarketingStrategies and Plans
Steven Michael Y. Andrada/Yang Zhao
April 15, 2011
www.stevenandrada.blogspot.com1/73
3. What part of the core business process that defines the target markets & prospecting for new customers
A. Market sensing B. New offering realizationC. Customer acquisitionD. Customer relationship managementE. Fulfillment management
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What exactly is Market Sensing Process?
Gathering market intelligence
Disseminating within the organization
Acting on the formation
18/73www.stevenandrada.blogspot.com
Improve the question
Core Business Process
19/73www.stevenandrada.blogspot.com
Researching, developing & launching a product
21/73www.stevenandrada.blogspot.com
Question 3:
Defining target markets & prospecting for new customers
22/73www.stevenandrada.blogspot.com
Core Business Process
Question 3:
Building deeper understanding, relationship & offerings
23/73www.stevenandrada.blogspot.com
Core Business Process
Question 3:
Receiving & approving orders, shipping goods & collecting payment
24/73www.stevenandrada.blogspot.com
Core Business Process
Question 3:
What exactly is Market Sensing Process?
26/73www.stevenandrada.blogspot.com
① Gathering market intelligence
Schedule time to walk the Show floor, attend seminars and networking events. These are opportunities to learn as much as you can about all aspects of the state of the field and to incorporate the insights you discover into your on-going business plan.
What exactly is Market Sensing Process?
Market Sensing
② disseminating within the organization
What exactly is Market Sensing Process?
Market Sensing
③ acting on the formation
What exactly is Market Sensing Process?
All activities in gathering market intelligence, disseminating
within the organization, and acting on the formation.
10 Questions
Chapter 2: Developing MarketingStrategies and Plans
Steven Michael Y. Andrada/Yang Zhao
April 15, 2011
www.stevenandrada.blogspot.com1/73
TOP 10 Learning Questions
Ch 3: Gathering Information and Scanning the Environment
Ma. Katrina S. Avellana/ Yang ZhaoApril 2011
http://kavellana.blogspot.com
6. One of the emerging trends in the business sector is an increase in _____ sector activity
22http://kavellana.blogspot.com
A. Private
B. Public
C. Same
D. International
E. None of the above
____ sector's activities increased is one of the emerging trends in the business sector.
A. Private
B. Public
C. Same
D. International
E. None of the above
Improve the question
24http://kavellana.blogspot.com
•Increases in public-sector activity
Some Emerging Business Trends
Some Emerging Business Trends
25http://kavellana.blogspot.com
•Changes in consumer landscape
A. Private
B. Public
C. Same
D. International
E. None of the
above
____ sector's activities increased is one of the emerging trends in the business sector.
TOP 10 Learning Questions
Ch 3: Gathering Information and Scanning the Environment
Ma. Katrina S. Avellana/Yang ZhaoApril 2011
http://kavellana.blogspot.com
TOP 10 Learning Questions for
Chapter 4: Conducting Marketing Research and
Forecasting Demand
Megha Behani/ Yang Zhao15th April ’2011
#3: Which amongst the following contact methods is the most versatile and require more administrative planning and supervision?
A. Telephone interviewB. Online InterviewC. Personal InterviewD. Mail QuestionnaireE. Both A and B
29
When we do a personal interview, what kind of requirements person would be asking?
Improve the question
Personal Interview is the most expensive versatile method and requires higher supervision
Arranged interviews:Based on an appointment and incentives Intercept interviews:Based on quick , on the spot interviews
31
Concept:what are the Contact Methods to reach the desired customers?
Mail Questionnaire
Telephonic Interview
Personal Interview
Online Interview
32
Types of marketing demand
1. Negative Demand People have a negative demand for Vaccination, Dental work, Vasectomies.
2. No Demands People have no demand for Farmers may not be interested in new farming methods. 3. Latent Demand harmless cigarettes, Safer neighborhood. More fuel efficient cars.
Types of marketing demand
4. Declining Demand 5. Irregular Demand 6. Full Demand
7. Overfull Demands
8. Unwholesome Demand
TOP 10 Learning Questions for
Chapter 4: Conducting Marketing Research and
Forecasting Demand
By: Megha Behani/Yang Zhao 15th April ‘2011
Main Source: Kotler, Philip and Keller, LaneMarketing Management,13th edition
35
TOP 10 Learning Questions for
Creating Customer Value, Satisfaction & Loyalty and Ch 5
Joan Soliven/ Yang ZhaoApril 15, 2011
http://joansoliven.blogspot.com/
3. It is the feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.
A. Customer SatisfactionB. Customer LoyaltyC. Customer Perceived ValueD. Customer Retention E. Customer Survey
http://joansoliven.blogspot.com/
What kind of customers can be loyal customers, how to define?
Emotional loyalty the concept of enterprise customers, behavior and visual image of the high degree of recognition and satisfaction; Behavioral loyalty customer again when the enterprise consumer products and services of repeat purchase behavior; Sense of loyalty to make the enterprise's products and services of the future consumption intentions.
Improve the question
Customer SatisfactionThe feeling of satisfaction or dissatisfaction of the customer from a product’s outcome versus customer’s expectation.
http://joansoliven.blogspot.com/
Characteristics of Highly Satisfied customers
Stays loyal longer
Buys more
Upgrades existing product
Talks favorably
to others
Pay less attention to competing brands
Less sensitive to price Offers product and
service idea
Source: Marketing Management 13th Edition by Philip Kotler
Customer Loyalty
Emotional loyalty the concept of enterprise customers, behavior and visual image of the high degree of recognition and satisfaction; Behavioral loyalty customer again when the enterprise consumer products and services of repeat purchase behavior; Sense of loyalty to make the enterprise's products and services of the future consumption intentions.
Four Types of Marketing Activities to Improve Loyalty and Retention
Interacting with Customers1. Being a customer advocate by listening to customers and
understanding their point of view
Developing Loyalty Programs2. Helps build long-term loyalty with high customer lifetime value
(CLV), creating cross-selling opportunities in the process
Personalizing Marketing 3. Create strong bonds with customers by individualizing and
personalizing relationships
Creating Institutional Ties4. Customers are less inclined to switch to another supplier when this
would involve high capital costs or the loss of loyalty discounts
TOP 10 Learning Questions for
Creating Customer Value, Satisfaction & Loyalty and Ch 5
Joan Soliven/ Yang ZhaoApril 15, 2011
http://joansoliven.blogspot.com/
TOP 10 Learning Questions for
Ch6: Analyzing Consumer Markets
Roleigh “Rolly” Tuazon /Yang Zhao15 April 2011
1. What three factors influence consumer behavior?
A. Educational, Emotional, Cultural B. Physical, Emotional, Cultural C. Cultural, Personal, Physical D. Cultural, Social, Personal E. None of the Above
45
A girl who wants to but LV bag. She compared the bag with different shop and filtered out the higher price, to pay attention the lower price. which of the following belongs to this perception?
A. Selective Attention
B. Selective Interest
C. Selective Distortion
D. Selective Retention
E. Subliminal Perception
Improve the question
Factors Influencing Consumer Behavior
47
Three Factors:
Cultural
Social
Personal
Concept 1:
Factors Influencing Consumer Behavior
48
These factors affect consumer behavior:
Cultural
Social
Personal
Concept 1:
A girl who wants to but LV bag. She compared the bag with different shop and filtered out the higher price, to pay attention the lower price. which of the following belongs to this perception?
Perception
A. Selective Attention – the tendency of a consumer to pay attention only to messages that address a need or interest screening out other irrelevant information.
B. Selective Distortion – is the tendency to interpret information in a way that fits our preconceptions.
C. Selective Retention – consumers likely to remember good points about a product they like and forget good points about competing products.
D. Subliminal Perception – suggests that peoples' thoughts, feelings and actions are influenced by stimuli that are perceived without any awareness of perceiving.
A girl who wants to but LV bag. She compared the bag with different shop and filtered out the higher price, to pay attention the lower price. which of the following belongs to this perception?
A. Selective Attention
B. Selective Interest
C. Selective Distortion
D. Selective Retention
E. Subliminal Perception
TOP 10 Learning Questions for
Ch6: Analyzing Consumer Markets
Roleigh “Rolly” Tuazon/Yang Zhao 15 April 2011
53
http://sheilanorturingan.blogspot.com
Chapter 8Identifying Market Segments
&Targets
Sheilanor C. Turingan /Yang ZhaoApril 14, 2011
TOP 10 Learning Questions for
1. Market Segmentation means:
A. Identifying distinct group of buyers.
B. Selecting one or more market segments to enter.
C. Communicating the benefits of the company’s market offering.
D. Connecting with all customers in large, broad or diverse market.
E. All of the above
54
http://sheilanorturingan.blogspot.com
The four segmentation variables are geographic, _____, psychographic and behavioral.
Geographic Demographic Psychographic Behavioral
Improve the question
56
To compete more effectively:TARGET MARKETING
Market Segmentation>identify distinct groups
Market Targeting>select segment to enter
Market Positioning>communicate offering
http://sheilanorturingan.blogspot.com
57
Market Segmentation defined as:
> identifying distinct groups of buyers who differ in their needs and preferences
http://sheilanorturingan.blogspot.com
Identifying consumers throughSegment Marketing
http://sheilanorturingan.blogspot.com
Market segment
Group based onsimilar needs &wants
Decide which to target
The four segmentation variables are geographic, _____, psychographic and behavioral.
Demographic segmentation is a market that is based on variables.
60
http://sheilanorturingan.blogspot.com
Chapter 10Identifying Market Segments
&Targets
Sheilanor C. Turingan/Yang ZhaoApril 14, 2011
TOP 10 Learning Questions for
TOP 10 Learning Questions for
Ch 9: Creating Brand Equity
Soleil Gan/ Yang ZhaoApril 2011
http://taeyangxinyi.blogspot.com
1. Which of the following is NOT a component of Brand Equity?
A. RelevanceB. EnergyC. EsteemD. IndividualityE. Knowledge
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What is the brand equity?
brand equity is the added value endowed on products and services, based on consumer’s perception and knowledge in the marketing of that brand.
Improve the question
Brand Asset ValuatorsComponents of Brand Equity
3http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND EQUITY
Differentiation
Energy Relevance
Esteem
Knowledge
CALCI-N
Individuality is not a component of brand equity, rather it is…
4http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND EQUITY
Differentiation
Energy Relevance
Esteem
Knowledge
CALCI-N
Differentiation-measures the degree to which a brand is seen as different from others
Example:Chuckie chocolate milk advertises CALCI-N as an ingredientversus Moo who doesn’t have said ingredient
What reflects the consumers think, feel, and act with respect to the item, prices, market share, and profitability it commands for the firm?
A. Product Quality
B. Customer Relationship
C. Brand equity
D. Economy
E. All of the above
TOP 10 Learning Questions for
Ch 9: Creating Brand Equity
Soleil Gan/Yang ZhaoApril 2011
http://taeyangxinyi.blogspot.com
TOP 10 Learning Questions for
Chapter 10Crafting the Brand
Positioning
Pearl Hazelle S. Velasco/ Yang ZhaoApril 14, 2011
3. The Product Life Cycle is composed of the following except
A. IntroductionB. DeclineC. GrowthD. MaturityE. Development
Which of the following has a product life cycle that is hard to predict?
a) Style
b) Fashion
c) Fad
Improve the question
The Product Life Cycle has four stages…
71
Introduction – slow sales growth and product is introduced in the market
Growth – rapid market acceptance and substantial profit improvement
Maturity – slowdown in sales growth Decline – sales show a downward drift
and profits erode
The graph shows the PRODUCT LIFE CYCLE.
00.5
11.5
22.5
33.5
Column1
Series 1
72
Which of the following has a product life cycle that is hard to predict?
b) fashion The length of a
fashion cycle is hard to predict. One point of view is that fashions end because they represent a purchase compromise and consumers start looking for the missing attributes.
TOP 10 Learning Questions for
Chapter 10Crafting the Brand
Positioning
Pearl Hazelle S. Velasco/Yang ZhaoApril 14, 2011
TOP 10 Learning Concepts for
Chapter 11:
Dealing with Competition
Lady Charmayne Hao/Yang ZhaoApril 2011
How to identify primary competitors?
76
Concept # 2
Industry
Number of Sellers and
DifferentiationDegree
Entry, Mobility, and Exit Barriers
CostStructure
Degree of
Globalization
Degree of Vertical
Integration
How many and
how different?
LevelOf
growth to a globalscale
LevelOf
management controlstyle
Expenses that a firm must account when
manufacturing a product or service
Circumstances that determine when
To enter and exit
what the company should monitor variables when analyzing competitors?
1. Share of Market
2. Share of Heart3. Share of Mind
Improve the question
How to identify primary competitors?
78
Concept # 2
Industry
Number of Sellers and
DifferentiationDegree
Entry, Mobility, and Exit Barriers
CostStructure
Degree of
Globalization
Degree of Vertical
Integration
Beating competition! Improving market share and profitability
Variables in analyzing competitors:1. Share of Market – the competitor’s share of the target
Market2. Share of Mind – percentage of customers who named the
competitor in responding to the statement: “ Name the first company that comes to mind in this industry”
3. Share of Heart – percentage of customers who named the competitor in responding to the statement: “Name the company from which you would prefer to buy the product”
Generally, the companies that make steady gains in mind share and heart share will inevitably make gains in market share and profitability
what the company should monitor variables when analyzing competitors?
Share of Mind
TOP 10 Learning Concepts for
Chapter 11:
Dealing with Competition
Lady Charmayne Hao/Yang ZhaoApril 1, 2011
Source: Kotler, Philip and Keller, Lane
Marketing Management, 13th editionPearson one, Prentice Hall, Inc., 2009
TOP 10 Learning Questions for
Setting Product Strategy #28
Ivy Villamor/Yang ZhaoApril 14, 2011
A Downloadable TemplateFor use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria
2. Which of the items below is a basic component of an attractive market offering to customers?
A. Product line Up-Market StretchB. Services Mixes & QualityC. Core benefitD. Percentage contribution to Sales and
ProfitsE. All of the above
83
A company can classify its products into four types. Which type of product produce a high volume sales and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity?
core product staple product specialty product convenience items shopping goods
Improve the question
Value-based prices
Attractiveness of the
Market Offering
Product Features & Quality
Services Mix & Quality
Customers always judge market offering on three basic elements
Concept 1: WOW Customer by Satisfying the 3 Components of Market Offering…
Core product
Basic laptop computers that produce high sales volume and are heavily promoted but with low margins because they are viewed as undifferentiated commodities.
A company can classify its products into four types. Which type of product produce a high volume sales and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity?
core product staple product specialty product convenience items shopping goods
TOP 10 Learning Questions for
Setting Product Strategy #28
Ivy Villamor/Yang ZhaoApril 14, 2011
A Downloadable TemplateFor use in the Marketing Management Class of
Prof. Remigio Joseph De Ungria
TOP 10 Learning Questions
Ch 13 Designing and Managing Services
Ronald Patrick G. Wenceslao/Yang Zhao
April 2011
rgwenceslao.blogspot.com
4
3. A home-service massage is a good example of what type of service mix category?
A. Pure tangible good B. Pure serviceC. HybridD. Service with accompanying
goodsE. Good with accompanying
services
Services are typically produced and consumed simultaneously. Which of the following are _____ characteristic of services.
A. Intangibility
B. Variability
C. Inseparability
D. Consumability
E. Perishability
Improve the question
5
Examples for each categories of service mix
Pure tangible good - eggs Good with accompanying services – Subaru Impreza
Hybrid – Food courts / fast food
Service with accompanying goods – Jollibee Delivery
Pure service
Services are typically produced and consumed simultaneously
Physical goods are manufactured, then put into inventory, distributed through multiple resellers, and consumed later, services are typically produced and consumed simultaneously.
Services are typically produced and consumed simultaneously. Which of the following are _____ characteristic of services.
A. Intangibility
B. Variability
C. Inseparability
D. Consumability
E. Perishability
TOP 10 Learning Questions
Ch 13 Designing and Managing Services
Ronald Patrick G. Wenceslao/Yang Zhao
April 2011
rgwenceslao.blogspot.com
TOP 10 Learning Questions for
Ch 14 Developing Pricing Strategies and Programs
Zaragoza/Yang ZhaoApril 15, 2011
meghanngettingthere.blogspot.com
1. Consumers use PRICE as an indicator of _____________.
A. Product ComparabilityB. Product QuantityC. Product SuperiorityD. Product QualityE. None of the Above
97meghanngettingthere.blogspot.com
Which of the following belongs to if people would like to go HK during Christmas, because it has discount for shopping and hotel.
Tourist Discount Functional Discount Promotional Discount Seasonal Discount All of above
Improve the question
Consumers arrive at Price Perceptions via 4 Key Points
meghanngettingthere.blogspot.com
Reference Prices
Price – quality Inferences
Price Endings
Price Cues
Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS
100meghanngettingthere.blogspot.com
From Philip Kotler’s, Marketing
Management, 13th Edition
$20.88 $14.68
400 Tablets
270 Tablets
which of the following belongs to if people would like to go HK during Christmas, because it has discount for shopping and hotel.
Tourist Discount Functional Discount Promotional Discount Seasonal Discount All of above
TOP 10 Learning Questions for
Ch 14 Developing Pricing Strategies and Programs
Zaragoza/ Yang ZhaoApril 15, 2011
meghanngettingthere.blogspot.com
TOP 10 Learning Questions for
Chapter 16 – Managing Retailing, Wholesaling,
and Logistics
Joseph Gabriel N. Morales/ Yang Zhao
April 14, 2011
In Logistics, what are the marketing decisions that have to be considered?
A. Procurement, Warehousing, Transportation, Inventory
B. Order Processing, Warehousing, Inventory, Transportation
C. Placement, Transportation, Inventory, MovementD. Procurement, Placement, Inventory, TransportationE. Order Processing, Placement, Inventory, Movement
104
Question 4
What type of warehouse can be treated by using advanced materials under the control system of a central computer ?
a) Automated warehouseb) Distribution warehousec) Storage warehoused) Modern warehouse
Improve the question
In Logistics, what are the marketing decisions that have to be considered?
A. Procurement, Warehousing, Transportation, Inventory
B. Order Processing, Warehousing, Inventory, Transportation
C. Placement, Transportation, Inventory, MovementD. Procurement, Placement, Inventory, TransportationE. Order Processing, Placement, Inventory, Movement
106
Question 4
Marketing Decisions in Logistics
- How should orders be handled?(Order Processing)
- Where should stock be located?(Warehousing)
- How much stock should be held?(Inventory)
- How should goods be shipped?(Transportation)
107
Source: Marketing Management 13th Ed by Philip Kotler
What type of warehouse can be treated by using advanced materials under the control system of a central computer ?
a) Automated warehouse
b) Distribution warehouse
c) Storage warehouse
d) Modern warehouse
TOP 10 Learning Questions for
Chapter 16 – Managing Retailing, Wholesaling,
and Logistics
Joseph Gabriel N. Morales/Yang Zhao
April 14, 2011
TOP 10 Learning Questions for
Chapter 18 Managing Mass Communications
Francis Benson C. Hugo/ Yang ZhaoApril 14, 2011
http://ph.linkedin.com/in/francisbensoncabehugo
1. Which of the 5 M’s of Advertising involves consideration of market share, consumer base and competition?
A. MissionB. Money C. MessageD. MediaE. Measurement
111http://ph.linkedin.com/in/francisbensoncabehugo
Which of the following is mass communication tools?
A. Public relations
B. Sales promotions
C. AdvertisingD. Events and experiencesE. All of above
Improve the question
These are the 5 major decisions in developing an advertising program!
http://ph.linkedin.com/in/francisbensoncabehugo
Money asks the question: “How much can be spent?”
http://ph.linkedin.com/in/francisbensoncabehugo
Establish advertising budget for each product
Spend the amount required : achieve the sales
goal
Which of the following is mass communication tools?
A. Public relations
B. Sales promotions
C. AdvertisingD. Events and experiencesE. All of above
TOP 10 Learning Questions for
Chapter 18 Managing Mass Communications
Francis Benson C. Hugo/ Yang ZhaoApril 14, 2011
http://ph.linkedin.com/in/francisbensoncabehugo
TOP 10 Learning Questions for
Ch 19: Managing Personal Communications
Caroline P. Quarte/ Yang ZhaoApril 2011
http://carolinequarte.blogspot.com/
Answer 2. Direct marketing channels include
_________, catalogs, and telemarketing?
http://carolinequarte.blogspot.com/
A. Direct mailB. Direct interactionC. Direct sellingD. Direct communication
what is the use of consumer direct channels to reach and deliver good and service to customer without using Marketing middlemen?
Advertising
Sales promotion Direct Marketing Public relations & publicity Personal selling
Improve the question
http://carolinequarte.blogspot.com/
Direct Marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.
http://carolinequarte.blogspot.com/
Direct Mail
Catalogs
Telemarketing
what is the use of consumer direct channels to reach and deliver good and service to customer without using Marketing middlemen?
Advertising Sales promotion Direct Marketing Public relations &
publicity Personal selling
TOP 10 Learning Questions for
Ch 19: Managing Personal Communications
Caroline P. Quarte/ Yang ZhaoApril 2011
http://carolinequarte.blogspot.com/
TOP 10 Learning Questions for
Chapter 20 Introducing New Market Offerings
Louie Mark Quizon/ Yang ZhaoApril 15, 2011
http://louiemarkquizon.blogspot.com
7. ________ is an individual’s decision to become a regular user of the product
A. AwarenessB. InterestC. EvaluationD. TrialE. Adoption
124http://louiemarkquizon.blogspot.com
Which of the following is the right step of the Consumer-Adoption Process?
a) Awareness - Interest- Evaluation- trial- Adoption
b) Adoption - Awareness- Interest- Evaluation- trial
c) Interest - Evaluation - Awareness - trial- Adoption
d) Interest – Awareness – Evaluation – trial - Adoption
e) Awareness - trial - Interest - Evaluation - Adoption
Improve the question
126http://louiemarkquizon.blogspot.com
How does a Consumer Adopt to a New Product and Service?
127http://louiemarkquizon.blogspot.com
The consumer becomes aware of the innovation but lacks information about it
128http://louiemarkquizon.blogspot.com
The consumer is stimulated to seek information about the innovation
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The consumer considers whether to try the innovation
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The consumer tries the innovation to improve his or her estimate of its value
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The consumer decides to make full and regular use of the innovation
5 stages for adopters to move through the new products
Interest
Evaluation
Adoption
Trial
Awareness
Awareness: The consumer becomes aware of the innovation but lacks information about it
Interest: The consumer is stimulated to seek information about the innovation
Evaluation: The consumer considers whether to try the innovation
Trial: The consumer tries the innovation to improve his or her estimate of its value
Adoption : The consumer decides to make full and regular us of the innovation
Which of the following is the right step of the Consumer-Adoption Process?
a) Awareness - Interest- Evaluation- trial- Adoption
b) Adoption - Awareness- Interest- Evaluation- trial
c) Interest - Evaluation - Awareness - trial- Adoption
d) Interest – Awareness – Evaluation – trial - Adoption
e) Awareness - trial - Interest - Evaluation - Adoption
TOP 10 Learning Questions for
Chapter 20 Introducing New Market Offerings
Louie Mark Quizon/ Yang ZhaoApril 15, 2011
http://louiemarkquizon.blogspot.com
TOP 10 Learning Questions for
Tapping into Global Markets 21
Sandel, Lee Aizabel L./Yang ZhaoApril 14, 2011
www.leeaizabelsandel.blogspot.com
23/4/12 RBSD-Marketing Department 136www.leeaizabelsandel.blogspot.com
3. McDonalds, KFC and Apple Stores is an example of global companies that go into in foreign markets through which mode of entry?
A. Indirect exportingB. Direct exportingC. LicensingD. Joint VentureE. Direct Investment
23/4/12RBSD-Marketing De
partment
which of the following country are using the different corlour packaging for Coca-Cola.
China Indonisia America Brazil None of the above.
Improve the question
23/4/12 RBSD-Marketing Department
5 Modes Of Entry IntoForeign Markets
138www.leeaizabelsandel.blogspot.com
Direct Exporting
Licensing
Direct Investments
Joint venture
Indirect Exporting
Level of Commitment, Risk, Control, Profit Potential
23/4/12 RBSD-Marketing Department
Licensing is a way of exporting through issuing a license for the use of manufacturing process, trademark, patent, trade secret, or other items of value for a fee or royalty.
139www.leeaizabelsandel.blogspot.com
Direct Exporting
Licensing
Direct Investments
Joint venture
Indirect Exporting
Level of Commitment, Risk, Control, Profit Potential
23/4/12 RBSD-Marketing Department
Global Organization Strategies
140www.leeaizabelsandel.blogspot.com
World as Single Market
“Glocal”
Multinational
23/4/12 RBSD-Marketing Department
“Think Global , Act Local” is Coca-Cola’s new philosophy that standardizes certain elements and localizes certain elements where they have a good mix of marketing ideas.
141www.leeaizabelsandel.blogspot.com
“Glocal”
Red team Blue team
Folkloric Parintins Festival
TOP 10 Learning Questions for
Tapping into Global Markets
Sandel, Lee Aizabel L./Yang Zhao April 15, 2011
www.leeaizabelsandel.blogspot.com
TOP 10 Learning Questions for
Chapter 22: Managing A Holistic Marketing
Organization For The Long Run
Mira Lynn Serrano/Yang ZhaoApril 14, 2011
miralynnserrano.blogspot.com
A. ProficiencyB. SimplicityC. EfficiencyD. StabilityE. Integrity
144miralynnserrano.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 ________ .
Which of the following is under the Marketing Vice President in the Functional Organization.
New-products manager Sales manager Marketing administration manager Marketing research manager All of above
Improve the question
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
Functional Org. of the vice president
Which of the following is under the Marketing Vice President in the Functional Organization.
New-products manager Sales manager Marketing administration manager Marketing research manager All of above
TOP 10 Learning Questions for
Chapter 22: Managing A Holistic Marketing
Organization For The Long Run
Mira Lynn Serrano/ Yang ZhaoApril 14, 2011
miralynnserrano.blogspot.com
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