Consolidated Top Questions (Group 3)

TOP 10 Learning Questions for

Chapter 19Managing Personal

Communications: Direct and Interactive Marketing,

Word of Mouth and Personal SellingFarisha Joy C. Oblego

15 December 2011http://farishajoyoblego.blogspot.com

3. In the formula for selecting prospects, what does RFM stands for?

A. Recency, Frequency, Monetary ValueB. Reputation, Fairness, Management C. Repulsive, Functionality, MarketD. Reaction, Factuality, Marginal CostE. None of the above

2

Question

http://farishajoyoblego.blogspot.com


A. Recency, Frequency, Monetary ValueB. Reputation, Fairness, Management C. Regency, Frequent, MoneyD. Reaction, Factuality, Marginal CostE. Relationship, Functionality, Monetary

Cost

3

Question


4

Concept

RFM Formula for Selecting Prospects


Recency, Frequency, Monetary Value (RFM) Analysis

It is marketing technique used to determine quantitatively which customer are the best ones by examining the following: how recently a customer has purchased (recency) how often they purchase (frequency) how much the customer spends (monetary)

5

Concept Explanation


Recency, Frequency, Monetary Value (RFM) Analysis

RFM analysis is based on the marketing axiom that "80% of your business comes from 20% of your customers."

6

Concept Explanation



a. Recency, Frequency, Monetary Valueb. Reputation, Fairness, Management c. Repulsive, Functionality, Marketd. Reaction, Factuality, Marginal Coste. None of the above

7http://farishajoyoblego.blogspot.com

Answer


8

Answer

a. Recency, Frequency, Monetary Valueb. Reputation, Fairness, Management c. Regency, Frequent, Moneyd. Reaction, Factuality, Marginal Coste. Relationship, Functionality, Monetary

Cost



Chapter 19Managing Personal

Communications: Direct and Interactive Marketing,

Word of Mouth and Personal SellingFarisha Joy C. Oblego

15 December 2011http://farishajoyoblego.blogspot.com

5._______ is a self-addressed envelope provided by a direct marketer for the return of orders and other replies.

A. Sales LetterB. Reply envelopeC. CircularD. Outside envelopeE. Reply form

10

Question


5. Anna receives a self – addressed envelope provided by a direct marketer for the return of orders. What is this called?

A. Reply letterB. Reply envelopeC. CircularD. Outside envelopeE. Reply form

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Question


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Concept

Components of the Mailing



Outside envelope A direct mail package that is seen by the

recipient and determines the success or failure of the promotion by its ability to generate sufficient interest to get the package opened.

Sales Letter> It is designed to persuade the reader to

purchase a particular product or service in the absence of a salesman

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Concept Explanation



Circular It is a written document that is addressed

to a closed group of people.

Reply Form It is a document provided by a direct

marketer or other organization for the collection of information from individuals.

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Concept Explanation



Reply envelope It is a self-addressed envelope provided

by a direct marketer for the return of orders and other replies.

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Concept Explanation


5._______ is a self-addressed envelope provided by a direct marketer for the return of orders and other replies.

a. Sales Letterb. Reply envelopec. Circulard. Outside envelopee. Reply form

16http://farishajoyoblego.blogspot.com

Answer

17

Answer

a. Reply letterb. Reply envelopec. Circulard. Outside envelopee. Reply form


5. Anna receives a self – addressed envelope provided by a direct marketer for the return of orders. What is this called?

TEN CONCEPTS ONKOTLER AND KELLER’S

Chapter 20: Introducing New Market offerings

Nepthalie D. Pasiliao

4. What is the individual’s decision to become a regular user of a product?

A. AwarenessB. AdoptionC. EvaluationD. TestE. Interest

Question


A. AwarenessB. AdoptionC. AdaptationD. RegularityE. Interest

Question

The Consumer-Adoption Process

Adoption – is an individual’s decision to become a regular user of a product.

After which, the adopters of new products move trough the 5 stages in adoption process.

An innovation is any good, service, or idea that someone perceives as new, no matter

how long its history.

Concept

Awareness Interest Evaluation

Trial Adoption

Stage in the Consumer-Adoption Process

Explanation of Concept


a. Awarenessb. Adoptionc. Evaluationd. Teste. Interest

Answer


a. Awarenessb. Adoptionc. Adaptationd. Regularitye. Interest

Answer


Chapter 22 Managing a Holistic Marketing Organization for the Long Run

Boni RegisDecember 15, 2011

Marketing Management Class of Prof. Remigio Joseph De Ungria

http://bonibeckregis.blogspot.com


3. Which of the following components measures the number of customers who buy from the company?

A.Customer Selectivity

B.Customer Loyalty

C.Price Selectivity

D.Customer Penetration

E.Overall Market Share



A.Customer Selectivity

B.Customer Loyalty

C.Customer Selection

D.Customer Penetration

E.Customer Market Share


MARKET SHARE ANALYSIS

CUSTOMER PENETRATION – percentage of all customers who buy from the company

CUSTOMER LOYALTY – purchases from the company by its customers as a percentage of their total purchases from all suppliers of the same products

MARKET SHARE ANALYSIS


CUSTOMER SELECTIVITY – size of the average customer purchase from the company as a percentage of the size of the average customer purchase from an average company.

PRICE SELECTIVITY – average price charged by the company as a percentage of the average price charged by all companies



a. Customer Selectivity

b. Customer Loyalty

c. Price Selectivity

d. Customer Penetration

e. Overall Market Share



a. Customer Selectivity

b. Customer Loyalty

c. Customer Selection

d. Customer Penetration

e. Customer Market Share


Chapter 22 Managing a Holistic Marketing Organization for the Long Run

Boni RegisDecember 15, 2011

Marketing Management Class of Prof. Remigio Joseph De Ungria



4. Which of the following is used to measure the gap in sales performance?

A.Marketing Expense-to-sales Analysis

B.Marketing Profitability Analysis

C.Sales-variance Analysis

D.Sales Analysis



A.Marketing Expenses Analysis

B.Sales Expenses Analysis

C.Sales-variance Analysis

D.Marketing Variance Analysis

E. None of the above

EVALUATION AND CONTROL


SALES-VARIANCE ANALYSIS measures the relative contribution of different factors to a gap in sales performance.

GOALACTUAL SALES ?

SALES VARIANCE



a. Marketing Expense-to-sales Analysis

b. Marketing Profitability Analysis

c. Sales-variance Analysis

d. Sales Analysis



a. Marketing Expenses Analysis

b. Sales Expenses Analysis

c. Sales-variance Analysis

d. Marketing Variance Analysis

e. None of the above


Chapter 6Analyzing Consumer

Markets

Valderas, Cristina KrastleDecember 15, 2011

5. Which of the following statements are true?

a. Paying attention to the information will give us stronger association in memory.

b. Memory is just a constructive process.c. We integrate new information which depends

on the structure and complexity.d. The presence of other product will not

interfere with another.e. Memory can often be a reconstructive

process.

5. All statements are true except for:





process.

Key Psychological Processes

Motivation Perception

Learning Memory

Memory is a constructive process because we don’t remember information completely and accurately. It will undergo in the process of memory encoding and memory retrieval.

Often, it can be reconstructive due to intervening factors or events.

5. Which of the following statements are true?




interfere with another.e. Memory can often be a reconstructive process.


b. Memory is just a constructive process.c. We integrate new information which

depends on the structure and complexity.d. The presence of other product will not


process.

5. All statements are true except for:


Chapter 6Analyzing Consumer

Markets

Valderas, Cristina KrastleDecember 15, 2011

7. Appliance warranty is an example of:

a. Maslow’s Hierarchy of Needsb. Freud’s Theoryc. Herzberg’s Theoryd. Purchase Decisione. Selective Attention

7. When you buy products from Apple, they provide warranty for their customers. This is an example of which concept?


Motivation

Freud’s Theory

Behavior is guided by

subconscious

motivations.

Maslow’s Hierarchy of

Needs

Behavior is driven by lowest,

unmet need

Herzberg’s Tow-Factor

Theory

Behavior is guided by motivating

and hygiene factors

Herzberg’s Two-Factor Theory involved dissatisfiers (factors that cause dissatisfaction) and satisfiers (causes satisfaction). Without the dissatisfiers, it will not be enough to motivate satisfiers.

7. Appliance warranty is an example of:



7. When you buy products from Apple, they provide warranty for their customers. This is an example of which concept?


Chapter 08: Identifying Market Segments and

Targets

Arvin YabutDecember 15, 2011

4. What is the loyalty status of consumers who are loyal to two or three brands?

A. Shifting loyalsB. SwitchersC. Split loyalsD. Hard-core loyalsE. Major loyals

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4. Brooke is a hard core bag lover. She adores and buy most of her bags from Gucci and Prada brands. She stays loyal to two brands. What is the loyalty status of Brooke?

A. Shifting loyalsB. SwitchersC. Split loyalsD. Hard-core loyalsE. Major loyals

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Brand Loyalty

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Hard-core Loyals

Split LoyalsShifting Loyals

Switchers

Brand Loyalty

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Hard-core Loyals - who buy the brand all the time. Split Loyals - loyal to two or three brands. Shifting Loyals - moving from one brand to another. Switchers - with no loyalty

4. What is the loyalty status of consumers who are loyal to two or three brands?

a. Shifting loyalsb. Switchersc. Split loyalsd. Hard-core loyalse. Major loyals

57

58

a. Shifting loyalsb. SwitchersC Split loyalsd. Hard-core loyalse. Major loyals

4. Brooke is a hard core bag lover. She adores and buy most of her bags from Gucci and Prada brands. She stays loyal to two brands. What is the loyalty status of Brooke?

Chapter 2: Developing Marketing Strategies and Plans

10 Learning QuestionsBelinda Anne Tamayo

http://beltamayo.blogspot.com/


10. A marketing plan contains 5 parts, which part of the marketing plan outlines the controls for monitoring and adjusting the implementation of the plan?

a. Executive summary and table of contents

b. Situation Analysisc. Marketing Strategyd. Financial Projectionse. Implementation Controls


10. Brooke is currently creating a marketing plan for her company. She is already outlining the controls for monitoring and adjusting the implementation of the plan. Which part of the marketing plan is this?



Concepts

a. Executive summary and table of contents- A marketing plan should open with a brief

summary and contains a table of contents that outlines the rest of the plan

b. Situation Analysis- This section presents relevant background

data on sales, costs, the market, competitors, and the various forces in the macroenvironment.


Concepts

c. Marketing Strategy- Here the product manager defines the mission,

marketing and financial objectives shown, and groups and needs that the market offering are intended to satifsy.

d. Financial Projections- Financial projections include a sales forecast, an

expense forecast, and a break-even analysise. Implementation Controls- This section outlines the controls for monitoring

and adjusting implementation of the planhttp://

beltamayo.blogspot.com/

10. A marketing plan contains 5 parts, which part of the marketing plan outlines the controls for monitoring and adjusting the implementation of the plan?





10. Brooke is currently creating a marketing plan for her company. She is already outlining the controls for monitoring and adjusting the implementation of the plan. Which part of the marketing plan is this?



Business

Consolidated Top Questions (Group 3)