1. Why is marketing management important?

Marketing management is important because it acts as a road map to accomplish

greater results such as brand recognition, sales growth, and much more. It is also
important in every business because it helps the business understands the customer,
knows what the customer needs, know when the product needs improvement, how the
company may potentially expand their customers, and it provides knowledge on how the
company should properly allocate it’s resources to minimize wastage.

2. What social problem do you think is the world’s biggest? Wars? Global warming? Resource
imbalances? How could you start to solve a big problem through marketing?

In my opinion the biggest social problem is the imbalance distribution of

resources because I believe that this is the root cause of other social problems such as
wars and somehow global warming. Wars start because, countries or people need to fight
to acquire resources thus affecting our environment because we overlook the
consequences of our doings that leads to global warming.

We could start solving this issue by researching and knowing the reasons behind
such imbalances then we could use the marketing to influence and to spread awareness
regarding this causes, and we can also use marketing to look for possible solutions. This
might be hard because we are addressing a global issue but taking such small steps such
as raising awareness already makes a big difference.

3. How do cultural differences affect consumers behavior?

Culture is the reflection of tradition, norms, values and customs , which in turn is
directly linked to attitudes, emotions and behaviors therefore shaping the habits of
consumers in buying or availing products and services. Let us take McDonald’s for
example, we all know that there are a lot of McDonalds around the world, and they offer
different types of burgers in USA, UK, India, maybe even in China because if
McDonalds only sell the same taste of burgers in these countries, it would have failed to
expand beyond US because these countries have different preferences in the taste of their
foods.

4. Why do marketers think about segmentation? How do you know a good marketing
segmentation when you see one?
 Marketers think about market segmentation because it helps them to define and
better understand their target audience and ideal customers. It also allows them to identify
the right market for their products and target their selected market effectively

For me, a good market segment is sustainable – the market is large enough to
justify the company’s marketing efforts, it also must exhibit adequate demand and
willingness to buy the products offered by the company , it is accessible or attainable, and
lastly it must be suitable with firm’s internal and external situation.

5. Write a position statement for yourself to convince your favorite company to hire you.

I am an accounting assistant with 2 years of experience in the accounting. I have

experience in daily sales audit, inventory and preparation of daily and monthly reports. I
am looking for an opportunity to use my knowledge and passion to improve the quality of
service I provide to my future clients and to inspire loyalty and create good client-
accountant relationship.

6. Consider one of these purchases: health care, a car, a time-share condo. What elements are
tangible vs. intangible? How do the tangible vs intangible components contribute to your
satisfaction or dissatisfaction with the consumption?

Intangibles are those that we can not physically touch but are part of the elements
that are promoting experience and satisfaction such as services.
While tangibles are those that can be physically touch and seen such as products. Of
those three, I would like to consider buying a car. The tangible part of the car are the car
itself, seats, seatbelts, machine, and many more, while the intangible are pre-sale and
after sales services such as insurances, monthly service check ups, and other services
provided by the dealer or the seller. Tangible components give you the sense of joy since
you are physically touching, looking and using the car, you appreciate how good it looks
and it’s performance. As for intangible, you get satisfaction when people or the seller
accommodates you properly and gives you and your car a very good service.

7. What is one of your favorite brands (why)? What is the brand you hate?

One of my favorite product that I use is Ariel Detergent Powder and my least
favorite is Surf. Since I am used to hand washing my clothes, I need a detergent that is
good for my hands, and Ariel does the job for me, not only it makes my clothes smell and
feel so clean, it also does not irritate my skin unlike when I use Surf, it makes my hands
swollen and very itchy and dry.

8. Make a list of three (3) of your most favorite brands. What would be a great brand or line
extension that you would like to see developed as a new product?

Coca- Cola, Uniqlo and Jollibee are on top of my favorite brands. Since I
have acute gastritis I am wishing to see a soda or drinks besides water that is non-
acidic and can be enjoyed by people like me. Aside from this, I also want to see a
medicine that can cure Polycystic Ovary Syndrome (PCOS) since I am diagnosed
with that and currently there no medicine and direct treatment to cure it.
9. Why do you think the fashionista segments pays such high prices to designer clothing with
the knowledge that it will be passe’ after the current season?

In my opinion designer clothes are valued at such high prices because, first we
pay for the effort and time to make those clothes, sometimes, a designer spend months
designing or improving one dress just to make it perfect. Other costs also include, taxes,
and also, clothes like this are maintained at a very low inventory level that is why
manufacturing costs are high. Another thing is that marketing costs of these products are
also high, since customers also expect expensive advertising. Another reason is that
customer also pay for the brand name, since in fashion industry it is all about exclusivity
and social status. People wear designer clothes not only for the quality, but also they want
others to know that they are wearing branded clothing.

10. What are distributions channels and supply chain logistics and why do we use them?

Distribution channel is a chain of businesses or intermediaries through which a

good or service passes until it reaches the final buyer or the end customer. This can
include wholesalers, retailers, consumers, manufacturing firms and others. A supply chan
is the system through which an organization acquires raw materials, produces product,
and delivers the products and services to its customers.We use distribution channels and
supply chain logistics to reduce the number of transactions required to get a product from
the manufacturer to the consumer and ease the flow of goods.

11. Imagine you were designing an ad for a (choose one) a car, laptop, health clinic. What
would your ad look like if you were targeting (a) old people, (b) kids (c) super rich people
(d) what celebrity would you have endorse your brand? Why?

Product: Laptop

a) Old people – my ad will be focused on how they can use it easily, how
good it is for communicating with love ones , and for the endorser, I will
ask Mr. Eddie Garcia to promote the product since he is in the same age
group and a very trustworthy person.

b) Kids – since kids nowadays are different, I would like my ad to focus on

how it can help kids in their online classes, how easy it is to use, and as
for their parents, I will also include in the ad how they can make the
laptop child friendly and have a safety lock to monitor and prevent kids
from opening other sites and games. It will be endorsed by Xia Vigor, a
very smart and active child star and she also belongs to same age group.

c) Rich people – ads directed to this group will be focused in exclusivity

and it’s uniqueness, the ad will also show how sleek the design is, and
the high end features of the product. I want it to be endorsed by Ms. Kris
Aquino, because I think she is one of richest celebrity here in the
Philippines, and plus her credibility is also outstanding and we all know
that she loves high end products.

12. What media decisions are made in advertising promotional campaigns?

 The types of decisions made may include how much to spend, to keep the word
out about the product or the company, second is which media to use as channels for
communication such as tv advertisement or in social medias and lastly a schedule for
expenditures.

13. Do you ever read product recommendations before buying? You don’t know these people.
How do you discern which ones to believe? What cues do you use to figure out who knows
what they’re talking about?

Yes, I do read product recommendations and reviews prior to availing products

and services. I may not know most of these people, but upon seeing the quality of their
recommendations, there I can filter which ones to believe and not. For example a
comment that goes like this “I got very healthy and loose a lot weight in just 3 days” is
not something to believe. But if the comment goes like this, “ This product help me loose
a few pounds in over 6 months of using with also the help of good diet and exercise” will
surely make me want to reconsider buying the product. Of course, one comment is not
enough, the greater the number of good recommendations and comments the better.

14. What are customers evaluations, and why are they important?

Reviews or evaluations not only have the power to influence consumers but can
also strengthen a company’s credibility. It can also define the success or failure of a
product. They also are a way of communication between the consumers to the company.
According to studies, a product with reviews are more likely to be bought than a product
without. It also increases the company’s trustworthiness if it tries to read reviews and
recommendations and consider them when developing products.

These evaluations are important because, it serves as a credibility and social

proof regarding the product. They also allow the company to better understand it’s
market and improve their customer service. And lastly, recommendations may help in
product promotion and marketing without actually spending anything.

15. Why is marketing research so important?

Marketing research is important it identifies and elaborates the opportunity as

well as problems that the company may encounter in marketing the product. It gives you
data points about your target market, competition and environment. You also make more
informed decisions like determining which channels to include in your advertising
campaign, right pricing o the product, choosing whether to open a new retail location,
choosing a different target market with a new marketing campaign and deciding whether
the product should be discontinued or modified. And lastly it makes the company stay on
top of relevant trends.

16. How to do marketing strategy?

Effective marketing starts with a considered, well-informed marketing strategy

and a good marketing strategy helps the company define clear, realistic and measurable
marketing objectives. In developing a marketing strategy, the company must first identify
it’s goals so that marketing strategy and the goals of the company are aligned. Second is
defining a set of specific marketing goals based on the business goals, this includes
market penetration or market development. Third is market research, this is the part
 where you gather information about your market, such as it’s size, growth, demographics,
and social trends. Fourth is profiling of potential customers, this will reveal their buying
patterns and their needs. Fifth, after profiling your customers, you also need to profile
your competitors by identifying their products, supply chains, pricing and marketing
tactics. You can use this to identify the company’s competitive advantage and the
strength and weaknesses of their own internal process. Sixth is developing strategies to
support the marketing goals set. Next is reaching the market by utilizing the right
combination 7Ps of marketing mix (product, price, promotion, place, people, process and
physical evidence). And lastly try testing the ideas and approaches on the staff and
customers and review what works.

17. With talk of elections all over the place, look at voters through an STP lens. How should a
politician of your favorite party proceed?

First politicians must segment the voter group in their area. They should gather
data on the demographic, sociological, cultural and other sorts of group existng in their
area to identify thew segments. Next they should determine their strenghts and choose
their target voters. And lastly they may create postions statements by writing or stating
their agendas that are favorable to their target voters to obtain their votes in the election.

18. If you were to take your company global, which three (3) countries would be your first
targets and why? What kind of strategies and products fit with those countries’ segment of
customers?

If I were to take my company global, the first three companies that I will target are China,
India and USA. Since these three are populated, I could easily meet my sales target. They
are also fast growing economies and technology is also growing rapidly which will make
it easier for me to sell my product. And since in China production is a lot cheaper, I could
set my productions there and have distribution channels that will make it easier for my
supply chain. I am considering these three countries because of their population,
economy and technology. But actually everything will be based on the product that I
want to introduce to the market