Summary of what you need to accomplish

for finals on the from chapter 9 -12.

By Group
 Discussion question1: 5points
• What segmentation variables were used to
clearly identify each of the target market of the
airline company from the economy in the
passengers class compare to mabuhay class?
• Why company needs to segments the market
based from figure 1.3?
 DISCUSSION QUESTION NO.2
(5points)

IN THE BATHSOAP MARKET,

WHICH CAN BE THE MOST
FEASIBLE TARGET MARKET
SEGMENTS? WHATS THE
BASIS OF YOUR CHOICE?
 DQ no:3 (5points)

• Based from the type of

segmentation, why
Milk Tea is such a huge
success in the market?
• How would you
compare it during the
time of ZAGU pearl
shakes before?
Assignment for ch9: BY GROUP:
REPOSITIONING CASE (%)
 Caselet:
• Victoria Court Drive-in Hotel
and Restaurants is a chain of
full service motels catering
mostly to the upper income
market segment.The
tradittional market for drive-in
hotels and motels are lovers
who avail of one out of many
specially designed “theme”
rooms for three hours ( now
called wash-up time).
• In the early 90’s, victoria
court embarked on an
aggressive campaign to
attract two additional
segments of the market: the
husband and wife market
and the party market. The
mission was to slowly
transform their image by
communicating to the public
that their drive – in hotels
could be used
predominantly for legitimate
purposes such as for
resting,or for group social
occasions.
• They have acquired La Corona
Hotel affiliated with the best
western International hotel
group.
1. Given the traditional image of
motels, do you agree with the
repositioning intention of
Victoria Court?
2. If yes, what are your strategic
move to transform victoria
court into a wholesome hotel.
3. What are the possible
consequences of the said
repositioning strategy?
• Victoria court immediately bought La
Corona Hotel when they already captured
the drive in market while
Sogo hotel expands their market by
developing Eurotel for foreign transient.
Threats: The biggest threat on this stage is
when competitors starts to appear

• To share the slice of the market enjoy by

the product.the more rivals the more it
affects the size of market share. It is tough
decision for a manager to protect the
market of the brand. Product when it
reaches growth successfully, it becomes a
brand and enjoys good recall and
recognition in the minds of consumer.As
sales increases, market share gets also
bigger.
TOPIC EXERCISES: APPLICATION THROUGH
GIVEN EXAMPLES OR SITUATION OF
DIFFERENT PRODUCTS OR BRANDS AND THEIR
SIGNIFICANT AND CLOSEST SEGMENTATION
VARIABLESEVALUATION EXERC9SES ON THE
NEXT SLIDE.
EVALUATION OF THE CHAPTER: 9
POINTS
CHAPTER 10. QUIZ(TIMES2)
FOR PRODUCT
DEVELOPMENT AND
PRODUCT LIFE CYCLE
-BY INDIVIDUAL
 IDENTIFICATION:
1. The stage in the product life cycle when competitors
starts to appear to steal a slice of the market share
currently enjoy by the brand.
a.Naturity b. growth
c, idea generation d, commercialization
2. When the R and D team source and collects product
concepts potential to be a new product in the market.
a.Growth b. concept development and testing
c. Idea generation d. screening and evaluation
3. In this stage, the product development team provide a
prototype or sample of the product concept to scrutinized its
features and identify further revisions and improved its weak
points comparing the actual from the blue print.
a. Concept development and testing
b. Screening and evaluation
c. Commercialization
d. Test marketing
4. The company finally launched the product into a full scale of
production normally done in a grand or soft launching.
e. Growth b. product development c. product life cycle
d.commercialization
5. This stages of product characterized by an S- curved in the graph
showing the flow of the product as it goes to the market.
a.PLC b. New product c. growth d. idea generation
6. In this stage the product is 60% unknown in the market.
a, introduction b. product modification c.plc d.new product
7. This is the beginning of the end of a product where it
experiences continues sales drop in different retailing channel.
a.Maturity b. decline c. commercialization d. growth
8. It describes the features of the product idea, the proposed
marketing mix and its financial projections.
BUSINESS ANALYSIS STAGE
9. The collected product ideas are subject for
evaluation to identify the most feasible concept and
delete those ideas that do not merits the company.
IDEA SCREENING STAGE
10.When company launched the product carrying a
low initial price to generates trial purchased for the
new product.
PRICE PENETRATION
 • San Miguel Beer, Nescafe,
Jackpot Safeguard and Colgate are brands
question: which shows successful brand
5points equity and proved a longevity in
the market.
• In product life cycle what stage is
the most appropriate for these
brands and incidentally said to be
the longest stage in the PRODUCT
LIFE CYCLE?
• MATURITY
You have one minute to win it
Goodluck!
III. Thinking Application:10 points

What If Cases:
Launching Dunhill Menthol in the Philippines
Mr. Corpuz was in the midst of thinking whether to launch Dunhill in red
package or Dunhill in green package as a new brand in the Philippines which he
intend to tapped Metro manila market as well as key provincial areas targeting the “
wealthy cigarrette smokers” who can afford the brand. In this proposed decision
some marketing managers looks it is not a promising idea to launch both due to the
costs increase the company in pursuing this strategy plus the current trend in
menthol smoking.
Mr Corpuz kept his irritation to himself because he believe Dunfhill hasa very
great prestige due to its brand popularity in the world.He anticipates that Dunhill
might even cut the sales of Marlborro in as much as 20% of their market share due
to aggresive trial he expects for Dunhill.
He had a meeting with Marketing Managers, he wondered how he could
convince them that launching Dunhill brand was the right thing to do.
 Question:
• What is the major problem you identify in the
case?

• What will be the best decision to make for

Dunhill cigarette? Why?
• What is the chance of an imported brand in
the local market like Philippines?
CHAPTER 11: channels of distribution
(PLACE)- facilitates the physical
movement of goods through the supply
chain (marketing channel)

Asssignment for Place Strategy

MARKETING CHANNELS
Answer the following: 10 points(%)
1-3. Who are channel members
4-8 Types of supply chain: width and length
9-10 Institutions participating in the supply
chain management
Mercury Drug 10points
Considering the growing industry of retailing, where new trends of stores
are coming out, such as the entry of hypermarkets and superstore, combination
storeS are fast becoming a popular hangout for shoppers. Watson combines beauty
and parmaceutical products, HBC maintained “ tatak Exklusibo” products
(exclusivity) now Mercury drug a specialized and customized store in
pharmaceuticals also expands business operations by alloting a grocery section in
each every outlet. Comment on the following: 5 points each.

Questions:
1. Do you agree with the on going extensions done by mercury drug combining
medicine and grocery retailing under one roof?

2. What are the advantages and disadvantages of stores who are into a business
expansion in terms of product offering?

3. How does such improvement and modification of stores impact to iots over all
image and brand personality to the consuming public? Justify your opinion
In the aspects of KRA sales, market share and profit, does it increases company KRA?
Rationalized.
 Chapter:12
ASSIGNMENT FOR PRICING
TOPIC: PRICING STRATEGIES
BY GROUP
The Case of Wendy’s Price Off
20pts.
Thinking Application:
• In December 2016, Wendy’s launched a consumer
promotion whereas every P100 food purchase entitled the
customer to a P100 discount certificate for Caltex Gasoline
outlets. This is practically like eating in Wendy’s for free if
one avails of the promotions.
 QUESTIONS:
• You are the marketing manager of Jollibee or
McDonald’s, what would you do assuming its
affecting your sales volume?

• What if you learned that some of your

customers are trying to eat at wendy’s due to
the said promotion?
chapter 13: last Quiz :
PROMOTIONS

BY INDIVIDUAL
 Last Quiz for finals : Identify:50pts
1.It pertains to a short term inducement about a product
designed to motivate urgent sales volume and considered
the best strategy to push the sales of the brand. Identify
(Sales Promotion)
2.It refers to a face to face encounter between the buyer and
the seller through hard selling. (Personal Selling)
3.It refers to any paid form of non personal communication
about a product or service from an identified sponsor.
(Advertising)
4.What is the goal of Advertising based from the definition?
(to communicate)
5.Advertising mention the identified sponsor to differentiate
advertising from what? (Propaganda)
 True or False

1.Product placement is actually happens during

commercial break.
2.Brand entertainment is another form of brand
endorsement.
3.Direct marketing is also known as networking or
multi level marketing.
4.The old name of Publicity is Public relation.
5.In advertising we can see it while on events we can
feel it.
6.Image and Goodwill are promoted using sales
promotion and personal selling.
7. Globe all phone aim to tap mostly alternative
phone in the Philippines.
8. Alternative courses of action are possible
solutions to the problem.
9. SMART objectives means specific,
manageable, attainable realistic and timebound.
10. The goal of promotion is to increase sales
rather than communicate well the brand.
 Enumerations:
• Enumerate the different forms and activities in doing sales promotions (13)
1. Sampling
2. Coupons
3. Price off- immediate savings upon purchase
4. Rebates- are like coupons,price off given after purchase
5. Bonus packs
6. Sample packs
7. Special packs
8. Premiums
9. Self liquidating promotions
10.Free trial
11.Patronage reward/ loyalty cards
12.Contest on TV/radio/print
13.Personality
 CASELET: globe’s “ sales
promo strategy: 22pts
points
Globe is currently in the process of developing the best marketing strategy
to tapped the biggest share of mobile users in the low end market by
planning to launch “ALL PHONE” strategy by affiliating on the 3 major local
cell phone brand in the country such as Cherry mobile, Torque and My
Phone” as its mobile unit affiliations that will powered by Globe sim in
post paid category.
1. Develop a sales promotion plan following the format below for Globe
telecoms.
• Title of the Sales Promotion
• Objectives
• Coverage
• Durations
• Offer
• Mechanics
• Communications

1. How can this strategy affects to the Brand status of Globe, since it will
cater to the low cost mobile units in the country.
2. Will it reinforce and reactivates users to Globe? Justify.