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Questions and Answers of Marketing

Describe the three ways buyers and sellers handle transportation expenses.
How is product-line pricing helpful to both retailers and their customers?
What is the difference between loss-leader and leader pricing? When do retailers use each?
What is the difference between a competitive bid and a negotiated price?
Describe briefly the three traditional global pricing strategies. Give an example of a firm or product that would be likely to adopt one of the three approaches, and explain why.
Although cannibalization generally forces price cuts, in what ways can it actually benefit a firm?
Assume a product sells for $100 per ton and Pittsburgh is the basing-point city for calculating transportation charges. Shipping from Pittsburgh to a potential customer in Cincinnati costs $10 per
Draw a line representing the goods-services continuum. Then place each of the following along the continuum. Briefly explain your decision.a. Skypeb. Snapfish.comc. Dillard's department storesd.
Imagine your favorite restaurant. List as many installations, raw materials, and supplies as you can that you think the restaurant owner or manager must be responsible for purchasing.
Dozens of products have been around for years. The organizations behind these products are adept at managing and extending their product lifecycles. One example is products made from soy. Visit the
Choose one of the following products and explain how it blurs the distinction between goods and services.a. Hip replacement surgeryb. Breakfast at a popular restaurantc. Purchase and installation of
What are the differences between consumer products and B2B products? Describe a product that could be used as both.
What are unsought products? Give an example of an unsought product, and explain how it might be marketed.
What important features distinguish shopping products from one another?
How does marketing for installations and accessory equipment differ?
How do firms use benchmarking?
Describe briefly how L.L.Bean achieved each of the objectives for developing a product line. Why do you think the firm has been successful?
What is a line extension? Describe how one of the following might create a line extension:a. Bounty paper towelsb. Post Shredded Wheatc. Celestial Seasonings tead. Tide laundry detergent
What steps do marketers take to make the introductory stage of the product lifecycle successful enough to reach the growth stage? What are some of the challenges they face?
Arm & Hammer extended the lifecycle of its baking soda by coming up with new uses for the product. Think of a product whose lifecycle you believe could be extended by finding new uses. Describe the
Visit the Web site of a major food company such as ConAgra or Kraft Foods. (www.kraft.com, www.conagrafoods.com). Write a report on how the firm has used packaging as part of its brand management
Computer Company Hewlett-Packard recently embarked on a product diversification strategy. Go to the firm's Web site (www.hp.com). Click on "Company Information" and then "Newsroom" to obtain details
In the United States, the Patent and Trademark Office is responsible for the registration of trademarks. Visit the USPTO Web site (www.uspto.gov). Click on "Trademarks" and answer the following
What are the three stages marketers use to measure brand loyalty?
Identify and briefly describe the different types of brands.
Why is brand equity so important to companies?
What are the characteristics of an effective brand name?
What role does packaging play in helping create brand loyalty and brand equity?
What is category management and what role does it play in the success of a product line?
Describe the different product development strategies.
What are the five stages of the consumer adoption process?
Describe the different ways companies can organize to develop new products.
List the six steps in the new-product development process.
Auto dealerships often have exclusive distribution rights in their local markets. How might this affect the purchase choices consumers make? What problems might a dealership encounter with this type
Visit the Web site of footwear company Merrell (www.merrell.com). What channels does Merrell use to distribute its products? How does it avoid channel conflict?
What is a marketing intermediary? What is the intermediary's role?
Explain why the following firms might choose a dual distribution strategy:a. Netflixb. Home Shopping Networkc. Target
Describe the three levels of distribution intensity. Give an example of a product in each level.
Compare and contrast the two types of channel conflict. Why is channel conflict damaging to all parties?
What are the benefits of owning a franchise? What are the drawbacks?
Why do firms choose to streamline their supply chains? Describe two or three ways a firm might achieve this.
What are the five components associated with the cost of achieving customer service standards in a physical distribution system?
Which mode of transport would probably be selected for the following goods?a. Clean diesel fuelb. Lumberc. Local fresh produced. Automobiles made in Germanye. T-shirts manufactured in Indiaf. Grain
Which two categories of costs influence the choice of how many storage facilities a firm might have and where they are located?
Describe the two concepts that influence materials handling choices. Give an example of a product that would be appropriate for each.
On your own or with a classmate, identify, draw, and explain a reverse channel with which you are familiar. What purpose does this reverse channel serve to businesses? To the community? To consumers?
Environmentalists and others have long pointed out the waste caused by the excess use of paper and plastic in packaging U.S. goods. In recent years, some companies have worked to reduce the amount of
Talbots made its name as a retailer of classic sportswear for women, but it has recently expanded its target market to include men and children. Men, however, typically don't enjoy shopping for
Find some examples of retailers that demonstrate the concept of the wheel of retailing. Explain the stages they went through and are in currently.
How do retailers identify target markets? Explain the major strategies by which retailers reach their target markets.
Explain the importance of a retailer's location to its strategy.
What is retail convergence?
Define scrambled merchandising. Why has this practice become so common in retailing?
What is a wholesaling intermediary? Describe the activities it performs.
Distinguish among the different types of manufacturer-owned wholesaling intermediaries. What conditions might suit each one?
Differentiate between direct selling and direct-response retailing. Cite examples of both.
In what ways has the Internet changed direct-response retailing?
Define automatic merchandising and explain its role in U.S. retailing today and in the future.
Research and then classify each of the following retailers:a. Petite Sophisticateb. Limitedc. Ethan Allen Galleriesd. Dillard's
Match each industry with the most appropriate type of wholesaling intermediary.___Hardware a. Drop shipper___Perishable foods b. Truck wholesaler___Lumber c. Auction house___Wheat d.
The use of naming rights as a marketing communications tool goes back over half a century, when Anheuser-Busch proposed renaming Sportsman's Park Budweiser Stadium. The resident St. Louis Cardinals
What are some of the advantages and disadvantages of using a celebrity spokesperson to promote a good or service? How might this affect a firm's public relations efforts?
Many companies use sponsorships as an important component of their integrated marketing communication strategy. One such company is Bank of America. Go to the Web site listed here
What is the role of integrated marketing communications (IMC) in a firm's overall marketing strategy? When executed well, what are its benefits?
Describe the five stages of communication.
What is the difference between primary demand and selective demand?
Differentiate between advertising and product placement. Which do you think is more effective, and why?
What are the benefits and drawbacks of publicity?
Why is sponsorship such an important part of a firm's IMC?
For each of the following goods and services, indicate which direct marketing channel or channels you think would be best:a. Vacation time shareb. Denim jacketc. Custom-made braceletd. Lawn care
How does the nature of the market for a firm's goods or services affect the choice of a promotion method?
What is the difference between a pushing strategy and a pulling strategy?
What are two major ways of setting Internet advertising rates, and how do they work?
Some people make a career of creating political campaign ads; others make a career of evaluating or studying them. As a consumer, if you live in one of the states where presidential primaries are
What are some of the benefits and drawbacks of using celebrity testimonials in advertising? Identify an ad you believe makes effective use of a celebrity's endorsement, and explain why.
Do outdoor ads and pop-up ads have any characteristics in common? What are they?
Think back to any good or bad publicity you have heard about a company or its products recently. If it was good publicity, how was it generated and what media were used? If it was bad publicity,
Visit the Advertising Age Web site to access information on advertising during the 20th century (adage.com/century). Answer the following questions:a. Who were the top ten advertisers?b. What were
Identify and define the two broad categories of advertising. Give an example of each.
What are the three primary objectives of advertising? Give an example of when each one might be used.
Describe each of the four major advertising strategies.
Identify the different types of emotional appeals in advertising. What are the benefits and pitfalls of each?
How are interactive ads different from traditional ads? How are they similar?
Identify and describe the different advertising media. Which are on the rise? Which are facing possible decline?
What is the role of an advertising agency?
How can firms use marketing public relations (MPR) to their advantage?
Describe the ways in which marketers assess promotional effectiveness.
What is puffery? Where does it cross the line from ethical to unethical?
After a home, a car is likely the biggest purchase most consumers ever make. And arguably, no other big-ticket item is as dependent on the quality of personal selling to close the deal. For decades,
Green Mountain Coffee Roasters is well known for its specialty coffees, available in many retail outlets such as supermarkets and convenience stores. But visit a medical office or a car dealership,
Why is the recruitment and selection stage of the hiring process one of a sales manager's greatest challenges?
How does each of the following factors affect the decision to emphasize personal selling or nonpersonal advertising and sales promotion?a. Geographic market concentrationb. Length of marketing
Which of the four sales channels is each of the following salespeople most likely to use?a. Salesperson in an American Eagle Outfitters storeb. Coldwell Banker real estate agentc. Route driver for
What is team selling? Describe a situation in which you think it would be effective.
Why is it important for a salesperson to understand order processing-regardless of the type of selling he or she is engaged in?
What is the role of a sales incentive?
Suppose you are hired as a salesperson for a firm that offers prep courses for standardized tests. Where might you find some leads?
What is expectancy theory? How do sales managers use it?
What is the role of sales promotion in the marketing effort?
What are the benefits of sampling? What are the drawbacks?

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