An innovative assignment to ensure mastery of basic marketing concepts. Used in the Ateneo Graduate School of Business marketing manageent class of Prof. Remigio Joseph (Bong) De Ungria

1. LEARNING by ASKING
BETTER Questions
Innovative Way of
Preparing for
the Midterm Concept Exam
Prof. Remigio Joseph A. De Ungria Jr., MBA
Ateneo Graduate School of Business

2. Overview
4 Steps to Learning Better
1. Appreciate Why
2. Learn How
3. What to Do
4. Samples of Improved Questions
2

3. 1. Why?
Objective is enhanced learning!
1. Review basic marketing concepts for
all 22 chapters of the Kotler textbook.
2. Build on work already done by peers
3. Score well in midterm exams
4. Learn by improving on what is
available
3

4. 2. How?
Use class resources
Improve on marketing concepts & questions developed
by your classmates
 Each student is assigned 1 chapter to specialize in
 Each student has created 10 questions & concepts on that
chapter (Be sure that you have sent your assigned chapter
questions and concepts to vcoach.share@gmail.com.
Access your peers’ submissions using the password to this
gmail account.)
 Your task: Improve on 20 student questions following the
attached format (1 question per chapter for 20 of 22
chapters of the Kotler book). You cannot improve on your
own chapter or your own question.
4

5. 2. How to submit?
Be sure to submit on-time
1. Send completed assignment via email to
vcoach.serves@gmail.com
2. Embed in your blog.
3. Post link on appropriate facebook discussion board
4. Deadlines are posted on the class blog on FB.

6. 3. What to Do?
Create 20 questions in
total (1 question each from 20 chapters)
For 20 chapter submissions by your peers
1. Choose 1 Question, Concept & Answer series from
each chapter
2. Improve on the Question & Answer
3. Follow this sequence for each of 20 questions
 Original Question with Answer
 Your Improved Question
 Original Concept posted by your peer (maybe
more than 1 slide)
 Your Improved Answer

7. 4. What Questions to Improve on?
Great questions teach!
Create 20 “improved” questions that are:
1. Relevant & interesting
2. Have 5 answer choices that may be “possible
answers”
3. When answered, provides a learning experience
4. Answerable based on understanding of the concept
rather than memorization

8. 2 Samples of
Improved
Concept Questions
From Chapter 1
From Chapter 2

9. TOP 10 Learning Questions for
Chapter 1: Defining Marketing Keep
Original
for the 21 st Century
Author
(Ria)/ Add
your name
(Bong) to
Ria Abendan/ Bong De Ungria show you
April 2011 are merely
improving
on peer’s
work

10. 1. Marketing Management involves
________, __________ & _________ superior
customer value.
A. Developing, influencing &
communicating
B. Creating, influencing & communicating
C. Creating, communicating & delivering
D. Influencing, communicating & Original
delivering Question
with
E. None of the above Answer
Indicated

11. 1. Marketing Management involves
________, __________ & _________ superior
customer value.
A. Communicating, creating & delivering
B. Capturing, communicating & delivering
C. Creating, communicating & delivering
D. Customizing, communicating &
delivering Improved
Question
E. None of the above Only

12. Original
Concept
What is Marketing?
Marketing Management
• The art and science of: C
• Choosing target markets
C
• Getting, keeping, and growing customers
D
VALUE
• Creating, Communicating, and
Delivering superior customer VALUE

13. 1. Marketing Management involves
________, __________ & _________ superior
customer value.
A. Communicating, creating & delivering
B. Capturing, communicating & delivering
C. Creating, communicating & delivering
D. Customizing, communicating &
delivering Improved
Question
E. None of the above with
Answer
Indicated

14. 10 Questions
Chapter 2: Developing Marketing
Strategies and Plans
Steven Michael Y. Andrada/
Bong De Ungria
April 15, 2011
www.stevenandrada.blogspot.com

15. 2. What part of the core business process
that defines the target markets &
prospecting for new customers
A. Market sensing
B. New offering realization
C. Customer acquisition
D. Customer relationship management
Original
E. Fulfillment management Confusing
Question
with
WRONG
Answer
Indicated
www.stevenandrada.blogspot.com

16. 2. What core business process defines
target markets & prospects for new
customers
A. Market sensing
B. New offering realization
C. Customer acquisition
D. Customer relationship management
E. Fulfillment management Improved
Question
Only
www.stevenandrada.blogspot.com

17. Notice how the original concepts
done by a peer could benefit from
minor reformatting

18. Professor’s Note 1:
Minor reformats only
 It is not the objective of this
assignment to require students to
create entirely new concept slides
 Do minor reformatting only, if this will
help in explaining the concept.
 See the reformatted concept slides that
follow and compare vs. original slides

19. 5 Core Business Processes
Market New-offering Customer
Sensing realization acquisition
Customer
Fulfillment
relationship
Management
management Original Concept
with Minor
Format
Improvements
www.stevenandrada.blogspot.com

20. Gather market intelligence
1st of 5 Core Business Processes
Market New-offering Customer
Sensing realization acquisition
Customer
Fulfillment
relationship
Management
management Original Concept
with Minor
Format
Improvements
www.stevenandrada.blogspot.com

21. Research, develop & launch a
new product
2nd of 5 Core Business Processes
New-
New-offering Customer
offering realization acquisition
realization
Customer
Fulfillment
relationship
Management
management Original Concept
with Minor
Format
Improvements
www.stevenandrada.blogspot.com

22. Define target markets & prospect
for new customers
3rd of 5 Core Business Processeses
Customer New-offering Customer
acquisition realization acquisition
Customer
Fulfillment
relationship
Management
management Original Concept
with Minor
Format
Improvements
www.stevenandrada.blogspot.com

23. Build deeper understanding,
relationship & offerings
 4th of 5 Core Business Processes
Customer Customer
New-offering
relationship
realization acquisition
management
Customer
Fulfillment
relationship
Management
management Original Concept
with Minor
Format
Improvements
www.stevenandrada.blogspot.com

24. Receive & approve orders, ship
goods & collect payments
5th of 5 Core Business Processes
Fulfillment New-offering Customer
Management realization acquisition
Customer
Fulfillment
relationship
Management
management Original Concept
with Minor
Format
Improvements
www.stevenandrada.blogspot.com

25. 2. What core business process defines
target markets & prospects for new
customers
A. Market sensing
B. New offering realization
C. Customer acquisition
D. Customer relationship management
E. Fulfillment management Improved
Question
with
Answer
Indicated
www.stevenandrada.blogspot.com

26. Professor’s Note 2:
Reviewing for midterms
75% - 100% of the questions for the midterm exam will
be taken from the improved questions submitted by
all the students in this class.
Do you need to review the improved questions of all
your classmates? No. Submitting this assignment is
already sufficient preparation for the midterms. This
assignment already requires your review of 22
chapters. But if you also review the improved
questions by your peers, your chances of a better
midterm grade is higher!

27. Summary
4 Steps to Learning Better
1. Why? This is for You!
2. How? Easy, Use your Peer’s work
3. What to Do:
 Create 20 Improved Questions
 If needed, reformat concept slides
4. 2 Samples of Improved Questions

28. LEARNING by ASKING
BETTER Questions
Innovative Way of
Preparing for
the Midterm Concept Exam
Prof. Remigio Joseph A. De Ungria Jr., MBA
Ateneo Graduate School of Business