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Questions and Answers of Marketing

Explain how GEICO operates as a direct-to-consumer insurer in the auto insurance market. Why would you think humor would be an effective creative strategy in this situation? You may also remember
What are the advantages and disadvantages of direct response marketing communication?
What are the five steps in the direct marketing process?
What are the five tools or media of direct marketing and how do they differ?
What is a database, and how do direct marketers use it?
If you are using data mining to develop a prospecting program for a client, what would you be trying to accomplish?
What is the objective of data-driven relationship programs?
Explain CRM and how it relates to database marketing.
What is permission marketing and what strategies can be used to overcome the problems of spam?
How is integrated direct marketing used in an IMC program?
What is a loyalty program, and how does LCV enter into the planning for such a program?
How does the Promotion Marketing Association define sales promotion?
What are the two different types of premiums and what is a self-liquidator premium?
In addition to seeking an action response from consumers, what are some other objectives that consumer promotions can achieve?
What are the two forms of point-of-purchase displays?
List the most common types of incentives and trade deals used with retailers as part of a push strategy.
In addition to stimulating demand, what other objectives can trade promotions sometimes achieve?
What is ambush marketing?
Describe how promotion can assist other marketing communication tools in achieving brand objectives?
Why do advertisers argue about the value of sales promotion versus brand building, and how can those differences be resolved?
How can the effectiveness of promotions be measured?
This chapter has covered a number of promotion methods and tools. Some techniques tend to increase product use, and others are used to get new consumers to try the product. Which methods belong with
You have been named promotion manager for Maybelline, a well-known brand of cosmetics. You know the brand has been successful in using sales promotion plans lately, but you are concerned about how to
You have just been named product manager for a new FDA-approved pharmaceutical, a diet pill that helps reduce hunger. Should you use a push or pull strategy to introduce this new product? Organize
Why do you think the “Denver’s Favorite Animal” campaign was so successful? What lessons might you learn about promotional planning from this case? If you were on the Grey team, what would you
Define sales promotion and explain how it differs from other marcom areas.
Why is sales promotion growing?
Explain the three audiences for sales promotion and the two primary categories used to reach those audiences.
What are the primary objectives that consumer promotions can deliver?
What are the key objectives of trade promotions?
List the primary tools of consumer and trade promotions.
What media are used to communicate about sales promotions?
How do push and pull marketing strategies relate to sales promotion to consumers? To trade audiences?
Why are sponsorships and events used by marketers?
Define loyalty programs and explain why they are useful.
How and when are partnership promotions used?
How is the practice of IMC impacting the advertising industry?
When IMC planners say they have attained “synergy” through their use of various marcom tools, what does it mean?
How is the face of retailing changing in the early 21st century? Does this increase or decrease the need for advertising?
As a retailer, what kinds of questions are important to ask when targeting consumers?
What types of media tend to be used in retail marketing communication?
What is business-to-business (B2B) advertising? Why is it used?
What types of media do B2B advertisers tend to use?
Describe the three stages of marketing development, when considering international global communication.
What are the various planning approaches that can be used when creating a global campaign?
You work for a large sporting goods chain that would like to focus all of its local philanthropic activities in one area. You believe the company could benefit from a mission marketing program. What
You have gotten a new assignment to be on a launch team for an upscale pen made in Switzerland under the brand name of Pinnacle. Its primary advantage is that it has an extremely long-lasting
Define the difference between a high-context and a low context culture. If you are an international student, analyze your own culture and compare it with the United States. If you are from the United
The CR-V campaign in Iceland has been receiving effectiveness awards for years. Why do you think that is so? What are the strengths of its marketing communication approach? What might you suggest to
Explain the difference between planning an IMC campaign and planning a 360-degree total communication program.
How do retail advertising objectives differ from B2B objectives?
What are the types of B2B advertising, and how do these differ from more general consumer advertising?
Explain how both for-profit companies and nonprofit organizations can use social marketing.
What is a public communication campaign, and how does it differ from product advertising? Give an example.
Explain cause marketing and mission marketing. How do they differ?
How does culture relate to the decision to globalize or localize a campaign?
Explain how a global IMC program is more complex than an IMC program operated nationally.
Is it true that advertising works only if it produces immediate sales?
What are the three primary methods of advertising evaluation?
What are the four types of research used in advertising evaluation?
Describe message development research. Why do advertisers use it?
Discuss the practice of concurrent testing. Give an example or two of how it might be useful.
What is media evaluation? Why is it important to advertisers?
When evaluating a public relations campaign, what is the difference between outputs and outcomes?
Discuss several approaches for evaluating advertising on websites. What are their advantages and disadvantages?
Explain the importance of considering both instantaneous effects and carryover effects when evaluating an advertising campaign.
What kinds of complexities do advertisers face in the future as they attempt to conduct more effective evaluation?
Many creative people feel that formal copy testing research doesn’t do justice to their ideas. In particular, they feel that research results are designed to reward cognitive approaches and don’t
Most clients want a quick and easy answer to the question of whether the ad works. Advertising professionals, however, tend to believe that a one-score approach to copy testing is not appropriate.
You are hiring a research consulting company to help a client evaluate the effectiveness of its advertisements. One of the consultants recommends using focus groups to evaluate their effectiveness.
Reread the chapter opening story about the Colorado Pass Club. Explain what is meant when we say the point of this campaign is to build a brand relationship. How did this campaign succeed in that
Why do marketers evaluate their advertising and marketing communication programs?
This chapter suggests that evaluation is most useful when based on a model of advertising response. Why is that so?
Why are diagnostic research methods becoming more important?
What is a tracking study and how is it used? A test market?
What is single-source research, and how does scanner data relate to it?
What is media efficiency, and how does that relate to ROI?
Why is an IMC campaign difficult to evaluate?
What consumer wants (or benefits) are met by the following products or services?(a) Carnation Instant Breakfast,(b) Adidas running shoes,(c) Hertz Rent-A-Car, and(d) Television home shopping programs.
Each of the four products, services, or programs in question 1 has substitutes. Respective examples are (a) A ham and egg breakfast, (b) Regular tennis shoes, (c) Taking a bus, and (d) A department
What are the characteristics (e.g., age, income, education) of the target market customers for the following products or services?(a) National Geographic magazine,(b) People magazine,(c) New York
A college in a metropolitan area wishes to increase its evening-school offerings of business-related courses such as marketing, accounting, finance, and management. Who are the target market
What actions involving the four marketing mix elements might be used to reach the target market in question 4?
What environmental forces (uncontrollable variables) must the college in question 4 consider in designing its marketing program?
Does a firm have the right to “create” wants and try to persuade consumers to buy goods and services they didn’t know about earlier? What are examples of “good” and “bad” want creation?
1. (a) How did 3M’s David Windorski get ideas from college students to help him in designing the final commercial version of the Post-it® Flag Highlighter? (b) How were these ideas important
(a) Using Medtronic as an example, explain how a mission statement gives it a strategic direction.(b) Create a mission statement for your own career.
What competencies best describe (a) Your college or university and (b) Your favorite restaurant?
Why does a product often start as a question mark and then move counterclockwise around the BCG’s growth share matrix shown in Figure?
Select one strength, one weakness, one opportunity, and one threat from the Ben & Jerry’s SWOT analysis shown in Figure. Suggest an action that a B&J marketing manager might take to address
What is the main result of each of the three phases of the strategic marketing process?(a) Planning,(b) Implementation, and(c) Evaluation.
The goal-setting step in the planning phase of the strategic marketing process sets quantified objectives for use in the evaluation phase. What does a manager do if measured results fail to meet
1. What is IBM’s “Smarter Planet” business strategy? How does this strategy relate to IBM’s mission and values?2. Conduct a SWOT analysis for IBM’s Smarter Planet initiative. What are the
For many years Gerber has manufactured baby food in small, single-sized containers. In conducting an environmental scan, identify three trends or factors that might significantly affect this
Describe the new features you would add to an automobile designed for consumers in the 55_ age group. In what magazines would you advertise to appeal to this target market?
New technologies are continuously improving and replacing existing products. Although technological change is often difficult to predict, suggest how the following companies and products might be
Why would Xerox be concerned about its name becoming generic?
Develop a Code of Ethics for a new online vitamin store. Does your code address advertising? Privacy? Use by children?
Compare and contrast moral idealism and utilitarianism as alternative personal moral philosophies.
How would you evaluate Milton Friedman’s view of the social responsibility of a firm?

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