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Questions and Answers of Marketing

Give an example of how Big Apple Bagels could use one or more of the nontraditional marketing techniques to promote the opening of a new franchise.
What might be some of the benefits of mobile marketing for firms that use it to reach out to consumers?
Describe the significance of the shift from transaction-based marketing to relationship marketing. When does relationship building begin?
Identify the two exchange functions of marketing and explain why they are important to the overall marketing program.
How does the physical distribution function create utility?
How do ethics and social responsibility help a firm achieve marketplace success?
Consider each of the following firms and describe how the firm's goods and/or services can create different types of utility. If necessary, go online to the company's Web site to learn more about it.
With a classmate, choose a U.S.-based company whose products you think will do well in certain overseas markets.Suggestions include Pizza Hut, Cuts Fitness (for Men) or Curves (for Women), StubHub,
Choose a company that interests you from the following list or select one of your own. Research the company online, through business magazines, or through other sources to identify the scope of its
With a classmate, choose one of the following not-for-profit organizations. Then come up with a for-profit firm with which you think your organization could form a strategic alliance. Create a
With a classmate, choose one of the following for-profit organizations. Then create a presentation using person, place, cause, event, or organization marketing to promote its products.a. MasterCardb.
The U.S. auto industry has faced many roadblocks over the years, none more challenging than today's high fuel costs and consumer reluctance to spend. Automakers are trying short-term tactics to
Suppose you are a marketer for a U.S. toy manufacturer. Two top executives have proposed getting into an entirely different field-pet supplies. What are the potential benefits and drawbacks if your
Netflix has made thousands of streaming videos available to its unlimited subscribers. How does this strategy demonstrate a strategic window for the company?
Research a company such as L.L. Bean or General Mills that has a number of different successful SBUs. What factors do you think make these units-and this company-successful from a marketing
Suppose you were a marketer for a small, regional airline.Taking into consideration both the rule of three and rapidly rising fuel costs, what type of marketing strategy would you select, and why?
How are the Haneys, Farrell Allison, and Mike Boyles similar in terms of their consumer behavior? How are they different?
Why is it important that Calmarc maintain a good buyer-seller relationship with B&B? What does Calmarc get out of it and what's in it for B&B?
Visit the Web site of Procter & Gamble (www.pg.com). Select five product lines and classify each in the BCG matrix. Justify your classifications.
Occasionally companies sell individual products, or even entire product lines, to other companies. Two recent examples are Pfizer selling its consumer health products division to Johnson & Johnson,
State whether each of the following illustrates strategic or tactical planning:a. China decides to enter the U.S. auto market.b. A local take-out restaurant decides to add more tables for eat-in
Imagine you had a chance to interview the CEO and COO of Apple. What types of questions might you ask about their planning? Now imagine these two executives introduce you to a middle-level manager.
What is the difference between a firm's mission and its objectives?
Define marketing strategy. Give an example of a marketing strategy practiced by a company whose products you know well.
What are the advantages of the first-mover strategy? The second-mover strategy? What are the drawbacks of each?
When using the strategic window, what three factors must marketers analyze?
Why is identifying a target market so important to a company?
Give an example of each of the four strategies in the marketing mix.
What is the rule of three? How might marketers at a small firm actually use that rule to gain competitive ground in their industry?
What is a portfolio analysis? What purpose does it serve for marketers?
Describe the characteristics of each of the four quadrants in the BCG matrix.
Create a SWOT analysis for yourself, listing your own personal strengths, weaknesses, opportunities, and threats. How would you use this evaluation to move ahead in your future professional career?
It's like a junkyard for abandoned electronics. But for John S. Shegerian, CEO of Electronic Recyclers International (ERI), the heaps of TVs, computers, monitors, keyboards, speakers, and cell phones
Suppose you and a friend want to start a company that markets frozen fish dinners. What are some of the questions about the competitive environment you would like to have answered before you begin
The social-cultural environment can have a strong influence on the decisions marketers must make. In recent years, animal rights groups have targeted the manufacture and sale of foie gras, a European
Nearly 400 million rebates-worth about $6 billion-are offered to U.S. consumers by marketers every year. But do consumers like them? Often rebates require more effort than a consumer is willing to
The safe disposal of nuclear waste has been the topic of continuing public debate and an ongoing issue for marketers who work for nuclear power companies. This material is currently stored at 126
What are the primary market(s) for the Honda Civic GX?
How important is marketing research in promoting a new product?
Why is environmental scanning an important activity for marketers?
What are the three different types of competition? Give an example of each.
What is the function of the Federal Trade Commission? The Food and Drug Administration?
Describe an industry or firm that you think might be able to weather an economic downturn and explain why.
Why do marketers monitor the technological environment?
How might marketers make the most of shifts in the socialcultural environment?
Describe the importance of consumer rights in today's marketing activities.
Why is it worthwhile for a firm to create an ethics program?
How can social responsibility benefit a firm as well as the society in which it operates?
With a classmate, choose two firms that compete directly with each other. Select two of the following or choose your own.Then develop a competitive strategy for your firm while your partner develops
Choose one of the following products. Working in pairs or small groups present arguments for and against having the United States impose certain regulations on the advertising of your product. a.
With a classmate, research one of the recent large cases involving unethical and illegal activities by executives for companies such as Enron, Tyco, and Bear Stearns. Describe the charges made
1. To improve their services and regain market share, do you think online travel agencies should increase the amount of personalization they offer customers? Why or why not? What other solutions
Who are typical online buyers and sellers? What are some of the strategic implications of these facts to online marketers?
Some marketers argue that search marketing is a more effective means of using the Web to advertise than traditional popup or banner ads. Research the concept of search marketing. What are some of the
Visa offers a service called Verified by Visa. The purpose is to reduce Internet-related fraud (MasterCard and American Express have similar services). Research "Verified by Visa" and prepare a
One factor that appears to impede growth in online sales is consumers' fear of receiving unsolicited e-mail after a purchase is made. Given that fear, should companies continue to use e-mail to
What impact, if any, will going green have on brand loyalty? Discuss the Honda brand as well as the Schofield Honda brand.
IBM and Arriba are two firms that offer extensive consulting services and software for firms engaged in e-business.Assume you're an entrepreneur and you'd like to expand your presence on the Web. Go
Two sources of statistics on Web usage and related trends are ClickZ Network (www.clickz.com) and Internet World Stats (www.internetworldstats.com). Visit both sites and answer the following
List the five e-business categories.
Explain how a Web presence can improve the performance of traditional brick-and-mortar operations.
Describe the type and purpose of information found on a corporate Web site.
Which is larger, B2B or B2C e-marketing?
How is wireless access changing e-marketing?
List the reasons consumers give for why they shop online.
Describe how firms can alleviate some of the privacy concerns of online shoppers.
What is purchase fraud?
How can companies benefit from blogs and avoid their downsides?
Describe the issues that go into developing a successful Web site. How does the purpose of the Web site affect its implementation and cost?
How can marketers use the concept of community to add value to their products? Give a real-world example of each of the types of communities discussed in the chapter.
In small teams, research the benefits of purchasing the following products online:a. Notebook computersb. Hotel rooms in Orlandoc. Women's business-weard. Auto insurance
1. Describe how the Green-e logo may affect the entire consumer decision process.2. How might the Green-e logo change a consumer's attitude about a company or its products?As consumers in the free
Identify the two conditions that must exist for a consumer to be influenced by a referent group. Have you been influenced by a referent group when making a purchase? Discuss the experience.
Choose one of the following combinations and explain why each is perceived differently by consumers:a. Seven jeans and Levi'sb. Saks Fifth Avenue and Searsc. Hyundai Sonata and Jaguar XKd. Motel 6
Suppose you are working for a company getting ready to launch a new line of powdered flavorings that consumers can add to bottled water. How would you use shaping to entice people to try-and
Compare the logistics and supply chain systems of Harvest Solar with that of Standard Renewable Energy.
HispanoClick.com is a marketing consulting and advertising firm that helps companies market products to Hispanic consumers. Visit the firm's Web site (www.hispanoclick.com). Click on the "solutions"
Choose a product listed in each of Maslow's Hierarchy of Needs. Identify a brand or producer, if one is given, and visit the company's Web site. Based on your review of each Web site, how are the
What are core values? Describe what you think are three core values of American society.
Why is the concept of acculturation important to marketers who want to target such groups as Hispanic, Asian, or African American consumers?
Choose a group you identify with or are a member of. Identify the norms of that group. What is your status in the group? What is your role?
Describe three ways in which family members might influence a purchase.
How does Maslow's hierarchy of needs relate to marketing decisions?
What are the two factors that interact to create a person's perception of an object? How is this important for marketers?
What is subliminal perception? Is it an effective marketing tool? Why or why not?
How do marketers modify the components of attitude?
Identify the five steps of the consumer decision process.
Describe the two results produced by the purchase act. What steps might a purchaser take to resolve one of the results, if necessary?
Why is it important for marketers to recognize into which category of problem solving their goods and services fall?
Choose a partner and select a low-involvement, routinized consumer product such as toothpaste, a jar of spaghetti sauce, laundry detergent, or kitchen trash bags. Create an ad you think could
On your own or with a classmate, choose a subculture. Then select a product from the following list, or choose one of your own. Describe the factors you would consider in creating marketing messages
Pumps are the world's second most commonly used machines. They supply almost a quarter of global demand for electric motor energy. Peerless Pump Co. of Indianapolis has been providing high-end
Why is advertising more advantageous for Ogden's ad clients?
What are the challenges in soliciting product placements and donations for the Model Homes Project?
Why is personal selling an important aspect of Ogden Publications' approach to advertisers?
American Express offers a wide range of tools to assist small business. Go the American Express Small Business Web site (www. americanexpress.com/ open) and prepare a report summarizing the types of
Which is the largest segment of the business market? What role does the Internet play in the B2B market? What role do resellers play in the B2B market?
How is customer-based segmentation beneficial to B2B marketers? Describe segmentation by purchasing situation.
How do the sizes and numbers of buyers affect B2B marketers? Why are buyer-seller relationships so important in B2B marketing?
Give an example of each type of demand.

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