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TOP 10 Learning Questions for
(Chapter 2 Developing Marketing Strategies and
Plans)
Sue Ann Silubrico
April 15, 2011
http://suesilubrico.blogspot.com/
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
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What are the levels of
Marketing Plan?
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Reference : Philip Kotler’s Marketing Management 13th Edition
Strategic
Identify targetMarkets and
Value proposition
Tactical
Lays Marketing Plans
In Strategic Marketing Plan firms will offer,
based on best market opportunities
Strategic:
Nike’s Target Markets are:
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Reference : Philip Kotler’s Marketing Management 13th Edition
Athletes Fitness Enthusiasts
Explanation of Concept
In Tactical Marketing Plan includes product
features, promotion,merchandising,pricing
sales channels and service.
Tactical:
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Reference : Philip Kotler’s Marketing Management 13th Edition
Product featuresPromotion
Merchandising
Pricing
Explanation of Concept
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
6http://suesilubrico.blogspot.com/
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
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Porter’s Generic Strategies
8
Overall cost Leadership
Differentiation
Focus
http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
What is Overall Cost Leadership?
Company seeks to gain greater market share
To increase their sales
To have lower prices than the competition
9http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
Explanation of Concept
What is Differentiation?
Product or service that offers unique attributes.
Valued by customers
Competitive advantage based on products or service.
10http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
Explanation of Concept
What is Focus?
Concentrates on meeting specialized needs of its customers
Focus on specific customers or markets
11http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
Explanation of Concept
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
12http://suesilubrico.blogspot.com/
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
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What are the Major
Competitive Sphere?
14
Industry
Products
Competence
Market
Segment
Vertical
Channels
Geographical
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Who are the target market of
Starbucks?
15
Market
Segment
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Family
Friends
Students Employees
Explanation of Concept
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
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Answer
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.
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What are Marketing
Alliances?
18
Product or Services Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
Logistic Alliances: One company offers
logistical services for another
company’s products.
Abbotts laboratories warehouses and delivers 3M’s Medical and surgical products.
19
warehouseMedical
supplies Deliveries
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
4. Which of the following
statement is True?
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.
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Answer
A. Logistic is 1 of 4 Categories of Marketing Alliances
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.
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What are the Major
Competitive Sphere?
22
Industry
Products
Competence
Market
Segment
Vertical
Channels
Geographical
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Starbucks serves people worldwide
with high quality products.
23
Products –Define the range of
products and
application they will
supply
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
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.
24http://suesilubrico.blogspot.com/
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
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What are the contents of
Marketing Plans?
26
Executive SummaryTable of ContentsSituation AnalysisMarketing StrategyFinancial ProjectionsImplementation Controls
http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
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.
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Explanation of Concept
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
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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
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are Business Unit Strategic
Planning Process
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Reference : Philip Kotler’s Marketing Management 13th Edition
Business Mission:
31
Needs to define its
specific mission
within the company
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
SWOT Analysis:
32
Overall evaluation of company's
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
Goal Formulation:
Develop specific goal for the planning period
33
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
Strategic Formulation:
Business must design strategy for achieving its goals.
34
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
Program Formulation:
Must Plan program to strengthen Research & Development
35
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
Implementation:
Even great marketing strategy can be sabotaged by poor implementation
36
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
Feedback and Control:
“Do the right thing – to be effective”
Than
“To do things right – to be efficient”
- Peter Ducker
37
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
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
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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. None of the above
39http://suesilubrico.blogspot.com/
What are Marketing
Alliances?
40
Product or Services Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
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.
41http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
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.
42
Bee Movie Ice Age Movie
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
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.
43
warehouseMedical
supplies Deliveries
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
Pricing Collaborations: One or more
companies join in special pricing
collaborations.
44
Hotels and rental car
companies often offer
mutual discounts
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
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
45http://suesilubrico.blogspot.com/
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
46http://suesilubrico.blogspot.com/
What are Marketing
Alliances?
47
Product or Services Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
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.
48http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
Explanation of Concept
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
49http://suesilubrico.blogspot.com/
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
50http://suesilubrico.blogspot.com/
What are Marketing
Alliances?
51
Product or Services Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
http://suesilubrico.blogspot.com/
Reference : Philip Kotler’s Marketing Management 13th Edition
Logistic Alliances: One company offers
logistical services for another
company’s products.
Abbotts laboratories warehouses and delivers 3M’s Medical and surgical products.
52
warehouseMedical
supplies Deliveries
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/
Explanation of Concept
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
53http://suesilubrico.blogspot.com/
Answer
TOP 10 Learning Questions for
(Chapter 2 Developing
Marketing Strategies and Plans)
Sue Ann Silubrico
April 15, 2011
http://suesilubrico.blogspot.com/