Consolidated questions (Chapters 10-18)

TOP 9 Learning Questions for CHAPTERS 10-18 (GROUP 2) KATHLEEN ANNE MAMARADLO January 5, 2012 http://kathleenmamaradlo.blogspot.com

Mary Josette Enriquez Chapter 10: Crafting the brand position http://kathleenmamaradlo.blogspot.com

1. Points of Parity (POPs) is a means of defining associations that… ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Points of Parity (POPs) ,[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Oamar Gianan Chapter 11: Dealing with Competition http://kathleenmamaradlo.blogspot.com

2. A player in a certain industry is said to have a "Share of ____" when consumers specifically name them as their preferred company to buy a product from . http://kathleenmamaradlo.blogspot.com ,[object Object],[object Object],[object Object]

Variables in analyzing competition http://kathleenmamaradlo.blogspot.com Share of market Share of mind Share of heart The competitor’s share of the target market The percentage of customers who named the competitor in responding to the statement: “Name the first company that comes to mind in this industry” The percentage of customers who named the competitor in responding to the statement: “Name the company from which you would prefer to buy the product”

Alexander Go Chapter 12: Setting Product Strategy http://kathleenmamaradlo.blogspot.com

3. Vans, trucks and cars are examples of product categories. Considering all 3 examples collectively, what else can they be called? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

The Product Hierarchy http://kathleenmamaradlo.blogspot.com

Product class http://kathleenmamaradlo.blogspot.com - is a group of products within the product family recognized as having a certain functional coherence. It’s also known as product category.

[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com 3. Vans, trucks and cars are examples of product categories. Considering all 3 examples collectively, what else can they be called?

Carlos Gonzaga Chapter 13: Designing and Managing Services http://kathleenmamaradlo.blogspot.com

4. When the consumer misperceives the service quality, the gap between perceived service and ____________ can cause unsuccessful service delivery ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Gaps that cause unsuccessful service delivery ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Gaps that cause unsuccessful service delivery ,[object Object],An example of the gap between perceived service and expected service is when a doctor frequently visits a patient as an expression of care but the patient may see this as an indication that something is really wrong. http://kathleenmamaradlo.blogspot.com

[object Object],[object Object],[object Object],[object Object],[object Object],4. When the consumer misperceives the service quality, the gap between perceived service and ____________ can cause unsuccessful service delivery http://kathleenmamaradlo.blogspot.com

5. Clients judge service not only by its technical quality but also through the employees’ skill in serving them. This is referred to as… ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Three Types of Marketing in Service Industries External marketing describes the normal work of preparing, pricing, distributing, and promoting the service to customers. Internal marketing describes training and motivating employees to serve customers well. http://kathleenmamaradlo.blogspot.com

Three Types of Marketing in Service Industries Interactive marketing describes the employees' skill in serving the client. Clients judge service not only by its technical quality (Was the surgery successful?), but also by its functional quality (Did the surgeon show concern and inspire confidence?). http://kathleenmamaradlo.blogspot.com

[object Object],[object Object],[object Object],[object Object],[object Object],5. Clients judge service not only by its technical quality but also through the employees’ skill in serving them. This is referred to as… http://kathleenmamaradlo.blogspot.com

Kathleen Mamaradlo Chapter 17: Designing and Managing Integrated Marketing Communication http://kathleenmamaradlo.blogspot.com

6. IMC’s ultimate goal is to build brand equity which is composed of the following except: ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

IMC builds brands http://kathleenmamaradlo.blogspot.com

IMC builds brands http://kathleenmamaradlo.blogspot.com Brand Barriers refer to the obstacles encountered by a brand in entering the market

7. Considering the communication process, what should the sender first take note of in preparing his message? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Elements of the Communication Process http://kathleenmamaradlo.blogspot.com

Elements of the Communication Process It’s important to begin with a clear target audience as this will be the basis of the content of the message, how it will be delivered as well as when and where it should be said. http://kathleenmamaradlo.blogspot.com

Ching Marcial Chapter 18: Managing Mass Communications http://kathleenmamaradlo.blogspot.com

8. Among the five (5) steps in developing an advertising program, which of these aims to evaluate communication strategies and sales effects. ,[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Concept MISSION MONEY MEDIA MEASUREMENT The 5M’s of Advertising MESSAGE http://kathleenmamaradlo.blogspot.com

Concept Explanation MISSION MONEY MEDIA MEASUREMENT The 5M’s of Advertising MESSAGE http://kathleenmamaradlo.blogspot.com

[object Object],[object Object],[object Object],[object Object], 8. Among the five (5) steps in developing an advertising program, which of these aims to evaluate communication strategies and sales effects. http://kathleenmamaradlo.blogspot.com

9. The following are main objectives of developing the “BIG IDEA” in advertising except… ,[object Object],[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

Concept The “BIG Idea” in Advertising A compelling idea that will bring the advertising message strategy to life http://kathleenmamaradlo.blogspot.com

Concept Explanation The “BIG Idea” in Advertising ,[object Object],[object Object],[object Object],http://kathleenmamaradlo.blogspot.com

[object Object],[object Object],[object Object],[object Object],9. The following are main objectives of developing the “BIG IDEA” in advertising except… http://kathleenmamaradlo.blogspot.com

Consolidated questions (Chapters 10-18)

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