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marketing

Questions and Answers of Marketing

What is trade promotion? What are its objectives?
What is marketing and what is its primary goal?
Compare and contrast customer needs, wants, and demands. Describe the need versus the want for the following products: Gatorade, Nike shoes, and iPod.
Explain how a company designs a customer-driven marketing strategy.
What are the five different marketing management orientations? Which orientation do you believe your school follows when marketing itself?
How has the Internet changed consumers? Marketers?
Define the different relationship levels companies can build with customers. Pick a company and describe the types of relationships you have with it.
1. Explore the Web sites of other companies to learn how they get feedback from customers. Start by clicking on “Contact Us,” then dig deeply to see if you can find a place where each company
1. Learn more about carbon offsets and discuss four examples of how businesses are using them. In your opinion, are these companies embracing the societal marketing concept?2. One criticism of carbon
How much are you worth to a given company if you continue to purchase its brand for the rest of your life? Many marketers are grappling with that question, but it€™s not easy to determine
1. Give examples of needs, wants, and demands that Build-A-Bear customers demonstrate, differentiating each of these three concepts. What are the implications of each on Build-A-Bear’s actions?2.
Describe the Boston Consulting Group’s approach to portfolio analysis. Briefly discuss why management may find it difficult to dispose of a “question mark.”
Name and describe the four product/market expansion grid strategies. KFC is now rolling out a new Kentucky Grilled Chicken line to add to its traditional fried chicken lineup. Which growth strategy
Discuss the differences between market segmentation, targeting, differentiation, and positioning. What two simple questions do they address?
Define each of the four Ps. Does the four Ps framework do an adequate job of describing marketer responsibilities in preparing and managing marketing programs? Why? Do you see any issues with this
What is return on marketing investment? Why is it difficult to measure?
Explain what a SWOT analysis involves. Develop a SWOT analysis for a travel agency in your community.
In a small group, discuss whether the following statement from Burton Snowboards North America, manufacturers and marketers of a leading snowboard brand, meets the five criteria of a good mission
Explain the role of a chief marketing officer (CMO). Learn more about this C-level executive position and find an article that describes the importance of this position, the characteristics of an
1. Analysis is an important first step in the marketing management process. The rapid advance in mobile technology poses opportunities as well as threats for marketers. Discuss both the opportunities
1. Many of these products are offered by manufacturers of other auto-part products. What product-market growth strategy does this represent for these companies? 2. If these products do not deliver
Marketing by the Numbers, discusses other marketing profitability metrics beyond the return on marketing investment (marketing ROI) measure described in this chapter. The following is a
1. Martha and the Trap-Ease America investors believe they face a once-in-a-lifetime opportunity. What information do they need to evaluate this opportunity? How do you think the group would write
Name and describe the elements of a company’s microenvironment and give an example illustrating why each is important.
Discuss the primary reasons why a company would hire a lobbyist in Washington, D.C. Would it make sense for the same company to also hire lobbyists at the state level? Why?
How should marketers respond to the changing environment?
1. Discuss two recommendations for how consumers might protect themselves from such Internet scams.2. Phishing scams also victimize businesses. Visit the Federal Trade Commission’s Web site
1. Discuss the environmental forces acting on these companies. What are Northfield’s and Biopure’s responsibilities and possible reactions to these environmental forces? 2. Is it ethical for
1. Discuss a demographic and an economic trend related to Chindia’s power and its impact on marketers in the United States. Support your discussion of these trends with statistics.2. Using the
1. What micro environmental factors affected both the first generation and second generation models of the Toyota Prius? How well has Toyota dealt with these factors?2. Outline the major macro
Which information is more valuable to marketing managers—information from internal databases, from marketing intelligence, or from marketing research? How do these information sources differ?
Explain the differences between primary and secondary data. When is each appropriate and how are they collected?
How does customer relationship management (CRM) help companies develop customer insights and deliver superior customer value?
Assume you are interested in opening a children’s retail clothing store specializing in upscale children’s fashions for newborns through 10-year-olds. You are unsure whether there is enough
One source of competitive marketing intelligence is a company’s Web site. Visit Apple’s Web site (www.apple.com) to search for information that might be useful to competitors. Write a brief
1. Search “social media monitoring” on a search engine to find companies specializing in monitoring social media. Many of these sites discuss examples of how businesses use their service. Discuss
1. Using census data on health insurance coverage in the United States (available at pubdb3.census.gov/macro/032007/health/h01001.htm), develop statistics, such as percentages, to support the
1. What decisions has Enterprise made with regard to primary data collection—research approach, contact methods, sampling plan, and research instruments?2. In addition to or instead of the mail
How do consumers respond to various marketing efforts the company might use? List the buyer characteristics that affect buyer behavior and discuss which one(s) influence you most when making a new
Name and describe the types of consumer buying behavior. Which one would you most likely use if deciding on a laptop computer purchase and which for picking a restaurant for dinner?
How might a marketer influence a consumer’s information search through each of the four information sources discussed in the chapter?
What is a “new” product and how do consumers go about deciding whether to adopt a new product?
What product characteristics influence an innovation’s rate of adoption? Discuss the characteristics of mobile navigation systems in relation to the rate of adoption.
You are the vice president of marketing for a small software company that has developed new and novel spam-blocking software. You are charged with selecting the target market for the product launch.
How did you decide on the college or university you are currently attending? Describe the factors that influenced your decision and the decision-making process you followed.
1. Discuss at least three pros and cons of reverse auctions for buyers. Do the same for suppliers.2. How can a supplier succeed in reverse auctions? How can it avoid them altogether? Discuss.In
1. Is it right for Western civilizations to impose their ethical views and behavior on other cultures, such as China?2. What are the consequences for U.S. companies that refuse to engage in
Discuss some other “rules” consumers may use when evaluating alternatives in order to make a purchase decision.One way that consumers can evaluate alternatives is to decide on important
1. Discuss the nature of the market structure and demand for the Dreamliner. What are the implications of this for Boeing and its customers?2. What examples of the major types of buying situations do
Compare and contrast business and consumer markets.
Discuss several ways in which a straight rebuy differs from a new-task situation.
In a buying center purchasing process, which buying center participant is most likely to make each of the following statements? • “This bonding agent better be good, because I have to put this
How do the institutional and government markets differ from business markets?
1. Discuss at least three pros and cons of reverse auctions for buyers. Do the same for suppliers.2. How can a supplier succeed in reverse auctions? How can it avoid them altogether? In today’s
1. Is it right for Western civilizations to impose their ethical views and behavior on other cultures, such as China? 2. What are the consequences for U.S. companies that refuse to engage in
1. Discuss the nature of the market structure and demand for the Dreamliner. What are the implications of this for Boeing and its customers?2. What examples of the major types of buying situations do
Explain how marketers can segment international markets.
Compare and contrast undifferentiated, differentiated, concentrated, and micromarketing targeting strategies. Which strategy is best?
What is a product’s “position” and how do marketers know what it is?
Assume you work at a regional state university whose traditional target market, high school students within your region, is shrinking and projections are that this segment will decrease approximately
Form a small group and create an idea for a new reality television show. Using the format provided in the chapter, develop a positioning statement for this television show. What competitive advantage
1. TACODA is a behavioral targeting ad network. Visit www.tacoda.com to learn more about this company. Explore this Web site to learn how it lets marketers send Internet ads to targeted
1. Do you think marketers are to blame for kids getting older younger? Give some other examples.2. Give an example of a company that is countering this trend by offering age-appropriate products for
1. Refer to Appendix 2: Marketing by the Numbers and use the information available from the NPPMA survey (www.appma.org/pressindustrytrends.asp) to develop an estimate of the market potential for dog
1. Using the full spectrum of segmentation variables, describe how GM has segmented the automobile market.2. What segment(s) is Saturn now targeting? How is GM now positioning Saturn? How do these
What is a product and how can product planners build customer value?
How does an industrial product differ from a consumer product? Discuss the types of industrial products and provide an example of each.
Discuss the product attributes through which benefits are communicated and delivered to customers.
Define brand equity. What competitive advantages does high brand equity provide a company?
Describe the four characteristics of services that marketers must consider when designing marketing programs. How do the services offered by a dentist differ from those offered by a drug store
Using the six qualities that a good brand name should possess, create a brand name for a personal care product that has the following positioning statement: “Intended for X-Games sports
1. Explain the core, actual, and augmented levels of this service. 2. Does this service have the potential to deliver customer value? Explain your answer.With the magazine industry’s circulation
1. Learn more about the switch to digital programming by visiting the Federal Communication Commission’s information Web site (www.dtv.gov). What is the reason for the switch to digit programming?
1. What brand development strategy is Mars undertaking?2. Assume the company expects to sell 300 million ounces of M&M Premiums within the first year after introduction but expects that half of
1. In a succinct manner, describe what the ESPN brand means to consumers.2. What is ESPN selling? Discuss this in terms of the core benefit, actual product, and augmented product levels of ESPN.3.
Discuss the benefits and drawbacks of test marketing and explain why some companies do or do not use test marketing for new products. Name and describe the three approaches to test marketing.
Name and describe the five stages of the product life cycle. Identify a product class, product form, or brand that is in each stage.
Explain the differences among styles, fashions, and fads and give an example of each.
Write a marketing strategy statement for a new full-functioning but folding bicycle.
1. What stage of the product life cycle are these products currently in? 2. Discuss the factors HP Hewlett-Packard and other tech companies should consider when conducting the business analysis for a
1. Who should be responsible for properly disposing of electronic products no longer needed—consumers or manufacturers? Is it appropriate to ship e-waste to developing countries? Discuss
1. Refer to Appendix 2, Marketing by the Numbers, and calculate the new contribution margin for the company discussed here if it reduces price by 10 percent. Assume that unit variable costs are $70
1. Was Nintendo just lucky, or does the Wii’s success have strategic merit?2. Has Nintendo put the “fad” question to rest? State a case as to why the Wii is or is not here to stay.3. In which
What is price? List five other words that mean the same thing as price (for example, tuition).
Explain the differences between value-based pricing and costbased pricing.
Compare and contrast fixed and variable costs and give an example of each.
Discuss other internal and external considerations besides cost and customer perceptions of value that affect pricing decisions.
What does the following positioning statement suggest about the firm’s marketing objectives, marketing mix strategy, and costs? “No one beats our prices. We crush the competition.”
1. Visit some of these Web sites and evaluate their usefulness to consumers. Recommend some other applications that would enable consumers to find the best gas prices. 2. Why are consumers so
1. Is it fair that a buyer can exert so much power over a supplier? Are there any benefits to consumers?2. Should the government step in and set minimum price levels? Discuss the consequences of your
1. A consumer purchases a flat iron to straighten her hair for $150 from a salon at which she gets her hair cut. If the salon’s markup is 40 percent and the wholesaler’s markup is 15 percent,
1. What has been Southwest’s traditional pricing strategy? Why has this pricing strategy been so successful throughout the airline’s first three decades?2. What values do airline customers—both
Explain market-skimming and market-penetration pricing strategies. Why would a marketer of innovative high-tech products choose market-skimming pricing rather than market-penetration pricing when
Retailers often use psychological pricing as a price-adjustment strategy. Explain this pricing strategy. How do reference prices affect psychological pricing decisions?
Why would a company consider cutting its price?
Identify three price-comparison shopping Web sites and shop for an MP3 player of your choice. Compare the price ranges given at these three Web sites.
You are an owner of a small independent chain of coffeehouses competing head-to-head with Starbucks. The retail price your customers pay for coffee is exactly the same as at Starbucks. The wholesale
1. Why did Apple reduce the price of the iPhone so soon? Was it a smart move? 2. Give examples of other recent high-tech products that have come down in price over a relatively short period of time.
1. Is it fair for businesses to charge different prices to different customers? (AACSB: Communication; Ethical Reasoning; Reflective Thinking)2. Go to
1. Because of rising costs, Frito-Lay’s contribution margin has decreased to 30 percent. Refer to Appendix 2, Marketing by the Numbers, and calculate the contribution per ounce Frito-Lay realizes

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