This document contains summaries of learning concepts and questions from various marketing management chapters. It provides sample questions and answers related to topics like the five basic markets in a modern economy, core business processes, market segmentation approaches, components of branding and positioning, competitive strategies, marketing communications, and new product development.

1. TOP 20 Improved Learning Concepts for Midterms Rustie M. Fidel April 29, 2011

2. TOP 10 Learning Questions for Chapter 1: Defining Marketing for the 21 st Century Ria Abendan/Rustie Fidel April 2011

5. There are five basic markets in a modern economy Manufacturer Markets Consumer Markets Intermediary Markets Resource Markets Government Markets

6. Consumers sell labor to resource markets Manufacturer Markets Consumer Markets Resource Markets Government Markets resources money

7. Manufacturers buy resources… Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources money money

8. … turn them to goods & services and sell to intermediaries Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services money money money

9. Intermediaries sell finished goods to consumers Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money

10. The government collects tax revenues to buy goods Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money taxes taxes, goods taxes, goods taxes, goods

11. And uses these goods and services to provide public service Manufacturer Markets Consumer Markets Resource Markets Government Markets resources resources goods and services goods and services money money money money taxes taxes, goods taxes, goods taxes, goods services services, money services, money services, money

13. 10 Questions Chapter 2: Developing Marketing Strategies and Plans Steven Michael Y. Andrada/Rustie Fidel April 2011 www.stevenandrada.blogspot.com

15. Core Business Process www.stevenandrada.blogspot.com

16. Gathering market intelligence www.stevenandrada.blogspot.com

17. Researching, developing & launching a product www.stevenandrada.blogspot.com

19. Building deeper understanding, relationship & offerings 7/73 www.stevenandrada.blogspot.com Core Business Process

22. Ma. Katrina S. Avellana/Rustie Fidel April 2011 http://kavellana.blogspot.com TOP 10 Learning Questions Ch 3: Gathering Information and Scanning the Environment

26. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Megha Behani/Rustie Fidel April 2011

31. TOP 10 Learning Questions for Creating Customer Value, Satisfaction & Loyalty and Ch 5 Joan Soliven/Rustie Fidel April 2011 http://joansoliven.blogspot.com/

36. TOP 10 Learning Questions for Ch6: Analyzing Consumer Markets Roleigh “Rolly” Tuazon/ Rustie Fidel 15 April 2011

39. Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

41. TOP 10 Learning Questions for Ch7: Analyzing Business Markets Diana Rose Flores-Gaspar/Rustie Fidel 15 April 2011

45. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets Myrtle Frantilla/Rustie Fidel April 2011 http://myrtlefrantilla.blogspot.com /

46. http://myrtlefrantilla.blogspot.com / 8. Demographic, Operating Variable, Purchasing Approach, Situational Factors, And Personal Characteristic are all concepts of Market segments. Market Segments Segmenting Consumer Markets A. B. Demographic Segmentation Evaluating Market Segments Behavioral Segmentation C. D. E.

48. Segmenting Business Markets http://myrtlefrantilla.blogspot.com / Demographic http://myrtlefrantilla.blogspot.com / Operating Variable Purchasing Approaches Situational Factors Personal Characterstic

50. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan/Rustie Fidel April 2011 http://taeyangxinyi.blogspot.com

55. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco/Rustie Fidel April 14, 2011

60. TOP 10 Learning Concepts for Chapter 11: Dealing with Competition La Charmayne Hao/Rustie Fidel April 2011

63. How market challengers strategies Define Strategic Objective and opponents Choose general attack strategy Choose specific attack strategy

65. TOP 10 Learning Questions Ch 13 Designing and Managing Services Ronald Patrick G. Wenceslao/Rustie Fidel April 2011 rgwenceslao.blogspot.com

67. Characteristics of Services Intangibility Inseparability Variability Perishability

68. Perishability: Characteristic of a service One of the other major characteristics of service is that they cannot be stored for later use or sale - Perishability . When the demand is steady, then service Perishability is not a problem but the service sector face a huge problem when the demand fluctuates.

70. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza/Rustie Fidel April 15, 2011 meghanngettingthere.blogspot.com

72. Consumers arrive at Price Perceptions via 4 Key Points Reference Prices Price – quality Inferences Price Endings Price Cues

73. Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition $20.88 $14.68 400 Tablets 270 Tablets

75. TOP 10 Learning Questions for Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O./Rustie Fidel April 15,2011

78. TOP 10 Learning Questions for Chapter 16 – Managing Retailing, Wholesaling, and Logistics Joseph Gabriel N. Morales/Rustie Fidel April 14, 2011

80. Wholesaling functions are… Source: Marketing Management 13 th Ed by Philip Kotler

81. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler

82. Wholesaling functions are… (cont’d) Source: Marketing Management 13 th Ed by Philip Kotler

84. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao/Rustie Fidel April. 2011 TOP 10 Learning Question for

87. Tell the Truth! As a human, everybody wants to be treated fairly. So we should build self confidence. In marketing communications, the best way that we can do is to telling the truth, so that we can earn more and more loyalty customers to followed by our products .

89. TOP 10 Learning Questions for Ch18: Managing Mass Communications Ira A. Ong/Rustie Fidel April 2011

91. Picture, headline and copy matter! Reference: Philip Kotler’s Marketing Management, 13 th edition

92. Picture must draw attention! Unique Eye-catching Reference: Philip Kotler’s Marketing Management, 13 th edition

93. Headline must reinforce the picture. Reference: Philip Kotler’s Marketing Management, 13 th edition

94. Copy must be engaging. Reference: Philip Kotler’s Marketing Management, 13 th edition Brand name prominent

96. TOP 10 Learning Questions for Ch 19: Managing Personal Communications Caroline P. Quarte/Rustie Fidel April 2011 http://carolinequarte.blogspot.com/

101. TOP 10 Learning Questions for Chapter 20 Introducing New Market Offerings Louie Mark Quizon/Rustie Fidel April 15, 2011 http://louiemarkquizon.blogspot.com

104. Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Which cities?

105. Most tests use between 2 and 6 http://louiemarkquizon.blogspot.com How many test cities? Which cities?

106. Must develop selection criteria http://louiemarkquizon.blogspot.com How many test cities? Which cities?

107. http://louiemarkquizon.blogspot.com Length of test? What information to collect? Typically few months to a year

108. http://louiemarkquizon.blogspot.com Length of test? What information to collect? Consumer panels, buyer surveys, etc.

109. http://louiemarkquizon.blogspot.com What action to take? Relationship between trial and repurchase rates

110. http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Stocks have already reached Baguio City Next test: Pilgrims at Manaoag Church Example: Agtalon Malunggay Ice Cream

111. TOP 10 Learning Questions for Tapping into Global Markets 21 Sandel, Lee Aizabel L./Rustie Fidel April 14, 2011 www.leeaizabelsandel.blogspot.com

113. 5 Modes Of Entry Into Foreign Markets www.leeaizabelsandel.blogspot.com Level of Commitment, Risk, Control, Profit Potential Indirect Exporting Direct Exporting Licensing Joint venture Direct Investments

116. TOP 10 Learning Questions for Chapter 22: Managing A Holistic Marketing Organization For The Long Run Mira Lynn Serrano/ Rustie Fidel April 14, 2011 miralynnserrano.blogspot.com

118. FUNCTIONAL ORGANIZATION is the most COMMON form of Marketing organization and for Administrative SIMPLICITY

119. Effective Internal Marketing using FUNCTIONAL ORGANIZATION miralynnserrano.blogspot.com Consists of FINGERS as Specialists or Managers with different Functions Marketing Vice President

121. TOP 20 Improved Learning Concepts for Midterms Rustie Fidel