CHAPTER 1

Question 1

is the process of planning and executing the
conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges that satisfy
individual and organizational objective (Kotler & Keller, 2005).

Answer 1

Marketing

Question 2

is a management process which is responsible for identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing).

Answer 2

Marketing

Question 3

is essentially about providing changing benefits to the changing needs and demands of the customer (P. Tailor).

Answer 3

Marketing

Question 4

3cs of Marketing

Answer 4

Company
Competition
Customer

Question 5

The one responsible to earn profit for the business.

Answer 5

Company

Question 6

The company must always be aware that there are competitors in the market. The competition can either be direct or indirect.

Answer 6

Competition

Question 7

The ______ should be the center of all the marketing efforts of the company. The company’s responsibility is to satisfy the needs and wants of the market, which is the

Answer 7

Customer

Question 8

is the paid form of non-personal presentation and promotion of ideas, goods, or services by an identified
sponsor.

Answer 8

Advertising

Question 9

Purpose of Advertising

Answer 9

1. To promote ideas about goods and services.
2. To create interest in goods and services.
3. To create awareness about goods and services.
4. To create sale.

Question 10

is the process a business uses to satisfy customer needs and wants through goods and services.

Answer 10

Marketing Role

Question 11

Advertising is a form of mass communication

Answer 11

Communication Role

Question 12

Informs us about new and improved products,
teaches us how to use these innovations, etc.

Answer 12

Societal Role

Question 13

Function of Advertising

Answer 13

Social Function
Psychological Function
Economic Funtion

Question 14

The main goal of non-commercial ads is not to sell a product or service but to raise awareness about an issue, collect funds for a cause, or promote an idea.

Answer 14

Social Function

Question 15

Motives of human beings. The psychology of advertising focuses on building empathy towards a product or service to help you become more inclined to
buy or use it.

Answer 15

Psychological Function

Question 16

Companies spend money on advertising because it increases sales of existing products, helps grow adoption of new products, builds brand loyalty, and takes sales away from competitors.

Answer 16

Economic Function

Question 17

— Ads that use information instead of emotion to appeal to
potential customers.
— These advertisements usually include facts about a product that highlight its features.
— Pioneering stage of product category.
— To build primary demand.

Answer 17

Informative Advertising

Question 18

— Form of product promotion that seeks to persuade a potential customer to purchase a specific product
— Competitive stage of product
— Build selective demand for a particular brand.

Answer 18

Persuasive Advertising

Question 19

Is a marketing strategy in which a company’s product or service is presented as superior when compared to a competitor’s. Comparison of attributes of two or more brand

Answer 19

Comparative Advertising

Question 20

is one of the most traditional and
powerful methods of promoting an existing brand, maintaining the long product life cycle, and retaining your loyal customers for the years to come. Remind people to purchase

Answer 20

Reminder Advertising

Question 21

Assure current purchase that they have made the right choice.

Answer 21

Reinforcement Advertising

Question 22

4ps of Marketing

Answer 22

Product
Pricing
Promotion
Placement and Distribution

Question 23

Another 3ps of Marketing

Answer 23

People
Physical Evidence
Process

Question 24

This refers to the
actual good or
service, and how
it relates to the
end user’s needs
and wants.

Answer 24

Product

Question 25

This refers to the
process of setting a
price for a product,
Including discounts

Answer 25

Pricing

Question 26

This refers to the
communication
between the seller
and the consumers,
for example
advertising, sales
promotion, publicity
and personal selling.

Answer 26

Promotion

Question 27

This refers to the
process of how
the product gets
to the customer;
for example, point
of sale placement
or retailing

Answer 27

Placement and Distribution

Question 28

These are the
employees, customers or
those who are directly or
indirectly involved in
consuming or producing
the goods or services.

Answer 28

People

Question 29

This can be the facility
design, equipment or
signage.
For example,
when walking in a hotel, a
customer expects to find
the premises clean, the
place cozy and staff friendly.

Answer 29

Physical Evidence

Question 30

This is the flow of
activities or steps and
level of customer’s involvement. For
example, a customer
can walk in a fast-food
shop and order a
hamburger and get it
serve within two
minutes.

Answer 30

Process

Question 31

Improves the standard of living and the economic by generation material consumption

Answer 31

Economic role