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marketing

Questions and Answers of Marketing

What is the reason for using the term F.O.B.?
What are the major methods used for transfer pricing?
When marketers at New Balance race to develop a new product, they have a particular price in mind from the start. New Balance makes high-quality, high-performance athletic shoes. The brand is, as
Identify the six stages involved in the process of establishing prices.
How does a return on investment pricing objective differ from an objective of increasing market share?
Why must marketing objectives and pricing objectives be considered when making pricing decisions?
Under what conditions is cost-plus pricing most appropriate?
What is differential pricing? In what ways can it be achieved?
For what types of products would price skimming be most appropriate? For what types of products would penetration pricing be more effective?
Describe bundle pricing, and give three examples using different industries.
What are the advantages and disadvantages of using everyday low prices?
Why do customers associate price with quality? When should prestige pricing be used?
Are price leaders a realistic approach to pricing? Explain your answer.
The Coca-Cola Company, founded in the late 1800s, is the largest beverage company in the world, with customers in more than 200 countries. The company’s brands are many of the most recognized; they
Describe the major functions of marketing channels. Why are these functions better accomplished through the combined efforts of channel members?
Compare and contrast the four major types of marketing channels for consumer products. Through which type of channel is each of the following products most likely to be distributed?a. New
Outline the four most common channels for business products. Describe the products or situations that lead marketers to choose each channel.
Channel cooperation requires that members support the overall channel goals to achieve individual goals. Comment on this statement.
Explain the major characteristics of each of the three types of vertical marketing systems: corporate, administered, and contractual.
Explain the differences among intensive, selective, and exclusive methods of distribution.
Discuss the cost and service tradeoffs involved in developing a physical distribution system.
What are the main tasks involved in order processing?
Explain the tradeoffs inventory managers face when reordering products or supplies. How is the reorder point computed?
Explain the major differences between private and public warehouses. How do they differ from a distribution center?
Compare and contrast the five major transportation modes in terms of cost, speed, and dependability.
L Few retailers allow customers to test ride mountain bikes on special indoor trails or let them pour water through different filtration devices before they decide which model to purchase. An open
What value is added to a product by retailers? What value is added by retailers for producers and for ultimate consumers?
What are the major differences between discount stores and department stores?
In what ways are traditional specialty stores and off-price retailers similar? How do they differ?
What major issues should be considered when determining a retail site location?
Describe the three major types of traditional shopping centers. Give an example of each type in your area.
Discuss the major factors that help to determine a retail store's image. How does atmosphere add value to products sold in a store?
In what ways does the use of scrambled merchandising affect a store's image?
How is door-to-door selling a form of retailing? Some consumers believe that direct response orders bypass the retailer. Is this true?
If you were opening a retail business, would you prefer to open an independent store or own a store under a franchise arrangement? Explain your preference.
What services do wholesalers provide to producers and retailers?
What is the difference between a full-service merchant wholesaler and a limited-service merchant wholesaler?
Drop shippers take title to products but do not accept physical possession of them, whereas commission merchants take physical possession of products but do not accept title. Defend the logic of
Why are manufacturers' sales offices and branches classified as wholesalers? Which independent wholesalers are replaced by manufacturers' sales branches? By sales offices?
Careful targeting, consistent positioning, and a good match between message and media have all helped Bayerische Motoren Werke (better known as BMW) to accelerate sales revenue on a relatively small
The readiness of a global market’s infrastructure is important for any integrated marketing campaign to communicate a similar message across different media (e.g., newspaper, magazine, radio,
What does integrated marketing communications mean?
What is the major task of promotion? Do firms ever use promotion to accomplish this task and fail? If so, give several examples.
What is communication? Describe the communication process. Is it possible to communicate without using all the elements in the communication process? If so, which ones can be omitted?
Identify several causes of noise. How can a source reduce noise?
Describe the possible objectives of promotion, and discuss the circumstances under which each objective might be used.
Identify and briefly describe the four promotional methods an organization can use in its promotion mix.
What forms of interpersonal communication besides language can be used in personal selling?
How do target-market characteristics determine which promotional methods to include in a promotion mix? Assume that a company is planning to promote a cereal to both adults and children. Along what
How can a product's characteristics affect the composition of its promotion mix?
Evaluate the following statement: "Appropriate advertising media are always available if a company can afford them."
Explain the difference between a pull policy and a push policy. Under what conditions should each policy be used?
In which ways can word-of-mouth communication influence the effectiveness of a promotion mix for a product? How can marketers use word-of-mouth communication to create "buzz" for a product?
Should organizations be allowed to promote offensive, violent, sexual, or unhealthy products that can be sold and purchased legally? Support your answer.
Vail Resorts, Inc., is one of the leading resort operators in North America. The company operates four ski resorts in Colorado, including Vail, Keystone, Beaver Creek, and Breckenridge, as well as
What is the difference between institutional and product advertising?
What is the difference between competitive advertising and comparative advertising?
What are the major steps in creating an advertising campaign?
What is a target audience? How does a marketer analyze the target audience after identifying it?
Why is it necessary to define advertising objectives?
What is an advertising platform, and how is it used?
What factors affect the size of an advertising budget? What techniques are used to determine an advertising budget?
Describe the steps in developing a media plan.
What is the function of copy in an advertising message?
Discuss several ways to posttest the effectiveness of advertising.
What role does an advertising agency play in developing an advertising campaign?
What is public relations? Who can an organization reach through public relations?
How do organizations use public relations tools? Give several examples that you have observed recently.
Explain the problems and limitations associated with publicity-based public relations.
In what ways is the effectiveness of public relations evaluated?
What are some sources of negative public relations? How should an organization deal with unfavorable public relations?
In recent years, IBM has worked hard to reposition itself from a supplier of information technology (IT) hardware and software to a company that provides business solution services. Although IBM is
Your firm has recently developed a revolutionary new chemical that is widely applicable,nearly costless, and does not harm the environment. However, before widespread production, you must identify
What is personal selling? How does personal selling relate to other types of promotional activities?
Identify the elements of the personal selling process. Must a salesperson include all these elements when selling a product to a customer? Why or why not?
How does a salesperson find and evaluate prospects? Do you consider any of these methods to be ethically questionable? Explain.
Are order getters more aggressive or creative than order takers? Why or why not?
Why are team selling and relationship selling becoming more prevalent?
How should a sales manager establish criteria for selecting sales personnel? What do you think are the general characteristics of a good salesperson?
What major issues or questions should management consider when developing a training program for the sales force?
Explain the major advantages and disadvantages of the three basic methods of compensating salespeople. In general, which method would you prefer? Why?
How does a sales manager, who cannot be with each salesperson in the field on a daily basis, control the performance of sales personnel?
What is sales promotion? Why is it used?
For each of the following, identify and describe three techniques, and give several examples:(a) Consumer sales promotion methods(b) Trade sales promotion methods.
IBM's successful management of globalization and technological change amounts to a reinvention of the company known as "Big Blue." A firm whose original name was International Business Machines and
How does an organization create a customer?
How can marketers use interactive marketing to convert needs to wants and ultimately build long-term relationships with customers?
Why is utility such an important feature of marketing?
What benefits-monetary and nonmonetary-do social responsibility programs bring to a business?
Why is determining the lifetime value of a customer an important analysis for a company to make?
Why is it important for a firm to establish high ethical standards for its business practices? What role do you think marketers play in implementing these high standards?
What is LEED, and how does adhering to LEED standards help create a story to market the town to the world?
What are the major challenges Greensburg GreenTown faces in gaining support for the green rebuilding efforts? What social and political views might they have to change?
Who is Greensburg GreenTown's "customer"?
Do you think Greensburg GreenTown's website (www.greensburggreentown.org) is an effective marketing tool?
Careers in marketing. Visit the U.S. Bureau of Labor Statistics Web site (www.bls.gov) and click on "Occupational Outlook Handbook." Next, click on "Management" and then "Advertising, Marketing,
Identify the four types of utility and give an example of each.
What condition in the marketplace gave rise to the need for a consumer orientation by businesses after World War II?
Define relationship marketing and describe how it fits into the marketing concept.
Why do not-for-profit organizations need to engage in marketing efforts?

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