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978-0132539302 Chapter 1 Lecture Note Part 1
Part I – Understanding Marketing Management Chapter 1 – Defining Marketing for the 21st Century I. Chapter Overview/Objectives/Outline A. Overview Marketing is the organizational function charged with defining customer targets and the best way to satisfy needs and wants competitively […]
978-0132539302 Chapter 1 Lecture Note Part 2
END OF THE MASS MARKET During the late 1990s and through the early 2000’s, we witnessed the death of the concept of mass market. It is now widely accepted that communicating with users by e-mail, Web sites, telephone and to […]
978-0132539302 Chapter 10 Lecture Note Part 1
Part 4 – Shaping the Market Offerings Chapter 10 – Setting Product Strategy and Marketing through the Life Cycle I………………………………. Chapter Overview/Objectives/Outline A. Overview Most firms recognize the necessity for and advantages of regularly developing new products and services. Mature […]
978-0132539302 Chapter 10 Lecture Note Part 2
I. Lecture “Product Characteristics and Classifications” This section of the chapter focuses on the dynamics of consumer product perception and product categorization. An organization’s product strategy should incorporate consumer behavior relative to product innovation. Teaching Objectives Stimulate students to recognize […]
978-0132539302 Chapter 11 Lecture Note Part 1
Chapter 11 – Designing and Managing Services I Chapter Overview/Objectives/Outline A. Overview As the United States moves increasingly toward a service economy and beyond, marketers and supply capacities better in the face of service perishability. Because services generally are intangible, […]
978-0132539302 Chapter 11 Lecture Note Part 2
Optional student engagements and discussion points 1. With organizations increasingly outsourcing non-core competencies in appliance installation to an organization that has poor customer interaction skills and is not empowered for quick resolution (i.e., the old “not my problem, I am […]
978-0132539302 Chapter 12 Lecture Note Part 1
Chapter 12 – Developing Pricing Strategies and Programs I Chapter Overview/Objectives/Outline A. Overview Price has become one of the more important marketing variables. Despite the increased role of non-price factors in the modern marketing process, price is a critical marketing […]
978-0132539302 Chapter 12 Lecture Note Part 2
Discussion INTRODUCTION Pricing policies in many companies tend to be based more on intuition and what the market will bear more than scientific or objective criteria. However, this approach is beginning to change, in line with many other changes taking […]
978-0132539302 Chapter 13 Lecture Note Part 1
Part 5 – Delivering Value Chapter 13 – Designing and Managing Integrated Marketing Channels I. Chapter Overview/Objectives/Outline A. Overview other elements in the marketing mix. Middlemen typically are able to perform channel functions more efficiently than the manufacturers. The most […]
978-0132539302 Chapter 13 Lecture Note Part 2
I. Lecture “Measuring Channel Performance” This discussion provides a discussion of distribution / channel strategy in the contemporary marketing setting and the role and value of effective channel strategy in the overall marketing process and strategy. It is useful to […]
978-0132539302 Chapter 14 Lecture Note Part 1
Chapter 14 – Managing Retailing, Wholesaling, and Logistics I………………………………. Chapter Overview/Objectives/Outline A. Overview Retailing and wholesaling consists of many organizations designed to bring goods and services from the point of production to the point of use. Retailing includes all the […]
978-0132539302 Chapter 14 Lecture Note Part 2
STORE OPERATIONS There is a continuing trend toward shrinking profit margins on most primary or utilitarian retail items. This, in turn, requires tighter internal cost controls, promotion of higher margin products and services, and elimination of unprofitable items. Most retail […]
978-0132539302 Chapter 15 Lecture Note Part 1
Part 6: Communicating Value Chapter 15 – Designing and Managing Integrated Marketing Communications I………………………………. Chapter Overview/Objectives/Outline A. Overview Marketing communications is one of the four major elements of the company’s marketing mix. Marketers must know how to use advertising, sales […]
978-0132539302 Chapter 15 Lecture Note Part 2
SUSTAINABLE COMPETITIVE ADVANTAGE It has been said integrated marketing communications will be the only sustainable competitive advantage for marketers in the near future. The other elements of the marketing mix, product development, pricing, and distribution, can be achieved at a […]
978-0132539302 Chapter 16 Lecture Note
Chapter 16 – Managing Mass Communications: Advertising, Sales Promotions, events and Experiences, and Public Relations I………………………………. Chapter Overview/Objectives/Outline A. Overview Marketing communications is one of the four major elements of the company’s marketing mix. Marketers must know how to use […]
978-0132539302 Chapter 17 Lecture Note Part 1
Chapter 17 – Managing Personal Communications: Direct and Interactive Marketing, word of Mouth, and Personal Selling I Chapter Overview/Objectives/Outline A. Overview New technologies combined with subsequent changes in consumer behavior as they leverage the new technologies have presented organizations with […]
978-0132539302 Chapter 17 Lecture Note Part 2
B. Sales Function Considerations “The Death and Rebirth of the Salesperson” This discussion focuses on the process of and changes in this important area of marketing. We also consider the role and value of effective sales force policy and strategy […]
978-0132539302 Chapter 18 Lecture Note
Part 7: Creating Successful Long-Term Growth Chapter 18 – Managing Marketing in the Global Economy I. Chapter Overview/Objectives/Outline A. Overview Organizations have engaged in international marketing for years. However, as working across global boundaries has become easier, the competition precipitated […]
978-0132539302 Chapter 2 Lecture Note Part 1
Chapter 2 – Developing Marketing Strategies and Plans I………………………………. Chapter Overview/Objectives/Outline A. Overview A major challenge for marketing-oriented companies as they respond to the rapidly changing marketplace is to engage continuously in market-oriented strategic planning. They must learn how to […]
978-0132539302 Chapter 2 Lecture Note Part 2
CUSTOMER VALUE ANALYSIS The second phase of the customer value analysis follows: Once the customer value profile has been established, it is possible to draw a customer value map. Very few companies have developed customer value analysis/profiles, and fewer still […]
978-0132539302 Chapter 3 Lecture Note Part 1
Chapter 3 – Collecting Information and Forecasting Demand I………………………………. Chapter Overview/Objectives/Outline A. Overview Knowledge of various forms of marketing information and the marketing environment are critical elements in effective marketing management and strategy. The transition from a marketing focus on […]
978-0132539302 Chapter 3 Lecture Note Part 2
B. “Demographic Data Analysis” Emphasis is on the development of marketing environment information for marketing decision-making. This is based on examples of particular approaches in developing demographic-based market research and leads into a discussion of the implications for the introduction […]
978-0132539302 Chapter 4 Lecture Note Part 1
Part 2: Connecting With Customers Chapter 4 – Creating Long-term Loyalty Relationships I………………………………. Chapter Overview/Objectives/Outline A. Overview performance that has fulfilled expectations. Customers are satisfied when their expectations are met and delighted when their expectations are exceeded. Satisfied customers remain […]
978-0132539302 Chapter 4 Lecture Note Part 2
I. Background Article(s) Issue: Leveraging CRM Source: “Relationship Marketing: A Competitive Advantage For B2C,” Information Today, June 2001, pp. 16-19. Web-based marketing is changing drastically due to changes in the concept of customer relationship management The ever-evolving Internet is driving […]
978-0132539302 Chapter 5 Lecture Note Part 1
Chapter 5 – Analyzing Consumer Markets I………………………………. Chapter Overview/Objectives/Outline A. Overview In addition to a company’s marketing mix and factors present in the external environment, a market in the organization of economic activities. In analyzing a consumer market, one needs […]
978-0132539302 Chapter 5 Lecture Note Part 2
A. “Consumer Concerns” The focus is on several major new issues in studies and strategies related to consumer marketing. After considering the privacy issue related to the consumer’s right to privacy, the discussion flows to the different types of consumers […]
978-0132539302 Chapter 6 Lecture Note Part 1
Chapter 6 – Analyzing Business Markets I. Chapter Overview/Objectives/Outline A. Overview Business markets consist of individuals and organizations that buy goods for purposes of is more concern for the status and power of potential vendors, and persuasiveness and empathy play […]
978-0132539302 Chapter 6 Lecture Note Part 2
II. Lecture “Business Marketing in a Changing Global Environment” This discussion focuses on some of the day-to-day considerations the business marketer faces in organizing and operating in the increasingly complex business-to-business marketing setting. Students may have difficulty identifying with the […]
978-0132539302 Chapter 7 Lecture Note
Chapter 7 – Identifying Market Segments and Targets I………………………………..Chapter Overview/Objectives/Outline A. Overview Sellers can take three approaches to a market. Mass marketing is the decision to mass-produce product marketing mixes. The key steps in target marketing are market segmentation, market […]
978-0132539302 Chapter 8 Lecture Note Part 1
Part 3: Building Strong Brands Chapter 8 – Creating Brand Equity I. Chapter Overview/Objectives/Outline A. Overview marketing activities and programs to build, measure, and manage brands to maximize their value. This process involves: 1. Identifying and establishing brand positioning 2. […]
978-0132539302 Chapter 8 Lecture Note Part 2
courage to challenge conventional wisdom. It requires the confidence to think outside the comfort zone. This activity taps all of the company’s resources to leverage its assets and skills. 2012 Pearson Education, Inc. publishing as Prentice Hall 8-1 I. Lectures […]
978-0132539302 Chapter 8 Lecture Note Part 3
A. Issue: Holding Brand Position “Biggest Brands,” PR Week, August 9, 2002, p. 11. “U.S. Brands Hit the Mark for Global Success in 2002 – How Top Brands Communicate with Customers Running PR for even the biggest and best-known brands […]
978-0132539302 Chapter 9 Lecture Note Part 1
Chapter 9 – Crafting the Brand Positioning and Competing Effectively I………………………………Chapter Overview/Objectives/Outline A. Overview achieve Points-of-Difference In the marketplace, many companies develop effective products, channels, pricing, and advertising. However, many of these companies lose in the marketplace. There may be […]
978-0132539302 Chapter 9 Lecture Note Part 2
MARKETS Often, firms have a good overall understanding of the markets they are in or wish to compete in, but they tend to operate with the same attitude and perspectives that have existed in the company and industry for many […]
Marketing Chapter 1 1 In Walt Disney’s Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 1 Defining Marketing for the 21st Century 1) Which of the following statements about marketing is true? A) It is of little […]
Marketing Chapter 1 2 Their products are carefully designed to meet customer requirements and the entire focus is on achieving customer satisfaction
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 37) Marketers at Johnny Inc. believe in putting their customers ahead of everything else. Their products are carefully designed to meet customer requirements and the entire focus is on achieving […]
Marketing Chapter 10 1 Capital items are long-lasting goods that facilitate developing or managing the finished product. They include two groups
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 10 Setting Product Strategy 1) A ________ is anything that can be offered to a market to satisfy a want or need, […]
Marketing Chapter 10 2 A company positioned in the “middle” market introduces a lower-priced product line. What type of line-stretching is this
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 37) Which of the following is a benefit of product mapping? A) studying market matrices B) integrating target markets C) identifying market segments D) educating consumers E) integrating target matrices […]
Marketing Chapter 11 1 Some services require that the client be present to conduct the service. Which of the following is an example of such a service
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 11 Designing and Managing Services 1) Which of the following is a characteristic of a service? A) It is essentially tangible. B) […]
Marketing Chapter 11 2 When she ate there, however, she was disappointed to find that the food was mediocre and not very authentic
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 40) Which of the following is an example of a gap between service delivery and external communications? A) The employees at GBL have been asked to take time to listen […]
Marketing Chapter 12 1 After determining its pricing objectives, what is the next logical step a firm should take in setting its pricing policy
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 12 Developing Pricing Strategies and Programs 1) When consumers examine products, they often compare an observed price to an internal price they […]
Marketing Chapter 12 2 The price of tickets to the opera vary depending on where the person would like to be seated–in the gallery or in the stalls
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 41) ________ are offered by a manufacturer to trade-channel members if they will perform certain functions, such as selling, storing, and record keeping. A) Consumer promotions B) Quantity discounts C) […]
Marketing Chapter 13 1 A manufacturer uses the company’s sales force and trade promotions to carry, promote, and sell products to end users
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 13 Designing and Managing Integrated Marketing Channels 1) ________ are sets of interdependent organizations participating in the process of making a product […]
Marketing Chapter 13 2 A group of small sellers take the initiative and organize a new business entity to carry on wholesaling and possibly some production
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 36) An administered VMS coordinates successive stages of production and distribution through ________. A) an automated central control unit B) single ownership C) the combined efforts of all its members […]
Marketing Chapter 14 1 They have identified their target market and location and are finalizing the details of the merchandise they will carry
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 14 Managing Retailing, Wholesaling, and Logistics 1) ________ includes all the activities in selling goods or services directly to final consumers for […]
Marketing Chapter 14 2 Companies are reducing their inventory costs by treating inventory items differently, positioning them according to risk and opportunity
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 37) ________ serve bulk industries such as coal, lumber, and heavy equipment, assuming title and risk from the time an order is accepted to its delivery. A) Producers’ cooperatives B) […]
Marketing Chapter 15 1 Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 15 Designing and Managing Integrated Marketing Communications 1) ________ refers to the means by which firms attempt to inform, persuade, and remind […]
Marketing Chapter 15 2 She is meeting with Trent, the chief financial officer to decide on the company’s marketing communications budget
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 41) Top Gear is an award-winning British television series about motor vehicles, mainly cars. It is presented by a set of hosts who test drive new cars and provide reviews […]
Marketing Chapter 16 1 In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 16 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 1) A(n) ________ is a specific communications task and […]
Marketing Chapter 16 2 Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 43) A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period, with prizes (money, trips, […]
Marketing Chapter 17 1 The management of Raleigh Bicycles observes that the company’s selling costs are affected by the increased number of visits that the salespeople make to meet dealers
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 17 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling 1) The catalog you receive from a large […]
Marketing Chapter 17 2 Al door, a smart phone manufacturer, understands that word of mouth marketing is an important aspect in the success of a product
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 36) Aldoor, a smart phone manufacturer, understands that word of mouth marketing is an important aspect in the success of a product. It promotes discussions about the product both online […]
Marketing Chapter 18 1 Once a firm decides to enter the international market, what is the next step in the decision-making process
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 18 Managing Marketing in the Global Economy 1) What is a global firm? A) A firm that operates in one country and […]
Marketing Chapter 18 2 As a result of the ad campaigns depicting Brazil as a multicultural land of carnivals and beaches, any mention of the country makes people think of sun and sand
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall engages in a process called ________. A) straight extension B) product reinvention C) product adaptation D) dual adaptation E) full adaptation Answer: D Page Ref: 283 Objective: 5 Difficulty: Easy […]
Marketing Chapter 2 1 James Frank has been put in charge of gathering marketing intelligence, disseminating it within his organization, and eventually directing action on the information
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 2 Developing Marketing Strategies and Plans 1) The task of any business is to ________. A) create customer needs B) differentiate in […]
Marketing Chapter 2 2 If you were the CEO of a company that was looking to implement strategies to fill a perceived strategic-planning gap
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 38) A company that seeks to increase its sales and profits through backward, forward, or horizontal integration within the industry is said to be employing a(n) ________ strategy. A) diversification […]
Marketing Chapter 3 1 By equipping its sales force with handheld devices with bar-code readers and Internet connections to speed inventory assessment
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 3 Collecting Information and Forecasting Demand 1) As the manager of an organization that is attempting to build a Marketing Information System […]
Marketing Chapter 3 2 Which of the following organizations is likely to use the multiple-factor index method to estimate the market potential
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 38) ________ for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a […]
Marketing Chapter 4 1 In the modern customer-oriented organizational chart, which of the following is considered to be at the top of the organizational pyramid
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 4 Creating Long-term Loyalty Relationships 1) Which of the following is true for the modern company organization chart? A) Frontline employees are […]
Marketing Chapter 4 2 Life Time Insurance screens its customers and tries to get unprofitable customers to buy services from competitors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 35) LifeTime Insurance screens its customers and tries to get unprofitable customers to buy services from competitors. This is an example of ________. A) trying to increase the retention rate […]
Marketing Chapter 5 1 Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 5 Analyzing Consumer Markets 1) ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, […]
Marketing Chapter 5 2 Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 38) The milder information search state where a person simply becomes more receptive to information about a product is called ________. A) active information search B) information search C) heightened […]
Marketing Chapter 6 1 Which of the following is a challenge in which business marketers differ from the consumer marketers
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 6 Analyzing Business Markets 1) ________ refer(s) to the decision-making process by which formal organizations establish the need for purchased products and […]
Marketing Chapter 6 2 Value Central has a partnership of high trust and commitment with certain suppliers and gives them access to its sophisticated and detailed daily
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 39) With respect to e-procurement, Coca-Cola, Sara Lee, Kraft, PepsiCo, P&G, and several other companies joined forces to form a ________ called Transora to use their combined leverage to obtain […]
Marketing Chapter 7 1 Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 7 Identifying Market Segments and Targets 1) Which of the following statements about market segmentation is true? A) It involves changing the […]
Marketing Chapter 7 2 Which of the following best represents the chief advantage of pursuing a selective specialization multi segment strategy
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 37) If an organization’s marketing department wished to create “segment storyboards” to test the attractiveness of each segment’s positioning strategy, this action would most likely occur in the ________ step […]
Marketing Chapter 8 1 Adam wants to buy a washing machine and is looking for something that is not too expensive. When he goes to make the purchase
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 8 Creating Brand Equity 1) The first step in the strategic brand management process is ________. A) measuring consumer brand loyalty B) […]
Marketing Chapter 8 2 To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 37) A ________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer’s product […]
Marketing Chapter 9 1 Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall A Framework for Marketing Management, 5e (Kotler) Chapter 9 Crafting the Brand Positioning and Competing Effectively 1) All marketing strategy is built on STP segmentation, targeting, and ________. A) positioning […]
Marketing Chapter 9 2 Oliver, a company that produces different types of olive oil, launched a promotional campaign focusing on the alternative uses of olive oil
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 62) Trendz Inc. is a leading brand of fashion clothing and accessories based in Houston. After gaining a strong foothold in the U.S., the company wants to foray into foreign […]
Marketing Chapter 9 3 Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 124) A dance school in the Bronx teaches professional hip-hop and salsa. It is experiencing an increase in student admissions, which is leading to substantial improvement in profits. The school […]
Marketing Chapter 9 4 An alternate way to increase sales volume is to increase the usage rates among users by entering new market segments
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 189) An alternate way to increase sales volume is to increase the usage rates among users by having consumers use the product in new ways. Answer: TRUE Page Ref: 315 […]