March 4, 2017

Marketing Management (S33) - Midterm Exam

Prof. Emilio Macasaet III

Name of Student: MA. MACKYLYN FERNANDEZ RAGUSTA

1. What is ‘Marketing’ according to Josiah Go?

“MARKETING is the process of continuously and profitably satisfying target customers’ needs
wants and expectations superior to competition.” - Josiah Go, June 1992. Contemporary
Marketing Strategy in the Philippine Setting.
 As I understand Josiah Go’s definition of Marketing it is very particular with needs base
MARKETING. Josiah gives importance to the experience that a client would look for in
any company because I believe that with this we will be able to get repeat business with
them.

2. What is ‘Marketing Management’ according to Kotler and Keller? NO ANSWER YET

3. Briefly discuss one marketing theory you learned in the class. How is this theory useful to your
company or brand?
Answer:

I represent my brand as a CITIBANKer, a banker who’s Integrity is unmeasurable. A Universal

banker who provides services that will help give clients what they need and what they deserve.

4. What are the 4 P’s of Marketing?

 PRODUCT – PRICE – PROMOTION – PLACE
i.
 PEOPLE – PROCESSES – PROGRAMS – PERFORMANCE
i.

5. Which Ps are the most basic value proposition?

 For me, the most basic but very complex P in the 4 P’s of Marketing is PLACE

Why?
 In my opinion a very good product will not be able to fly without a good LOCATION.
6. According to Kotler, what is the Updated 4 P’s of Marketing? Are they addition to the original
4Ps? Why? Why not?

7. To reach a target market, the marketer uses three kinds of marketing channels. What are they?

8. What is a Brand?
 A Brand is something that defines/describes the company.
 It represents you and your company that sets apart from others.
 Brand is our trademark, it is where we’re we will be known.
 It is an imprint of a well-known company.

9. What are the 4 Components of Positioning? Briefly describe each.

10. Write the Positioning Statement of your group’s company or brand (following the 4
components).