Marketing Research 7th edition Alvin C. Burns, Ronald F. Bush - Solutions

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Review the website of Merrill Lynch (www.ml.com). How does Merrill Lynch leverage its global position to adjust to local markets through the Internet? Why is the Internet particularly relevant for firms in the financial services industry?
What information does management require to analyze the selling situation?
Discuss the reasons why many companies are interested in the marketing potential of the Internet.
Select one of the direct marketing methods and discuss the decisions that are necessary in developing a strategy for using the method.
Suppose you have been asked to evaluate whether a regional camera and consumer electronics retailer should obtain Internet space. What criteria should be used in the evaluation?
Suppose an analysis of sales force size and selling effort deployment indicates that a company has a salesforce of the right size but that the allocation of selling effort requires substantial adjustment in several territories. How should such deployment changes be implemented?
What questions would you want answered if you were trying to evaluate the effectiveness of a business unit’s sales force strategy?
Discuss some of the advantages and limitations of recruiting salespeople by hiring the employees of companies with excellent training programs.
Is incentive compensation more important for salespeople than for product managers? Why?
Select a company and discuss how sales management should define the selling process.
What are the unique capabilities offered by the Internet to business users of the communications medium?
Discuss whether the Internet may replace conventional catalogs and direct mail methods of promotion.
Direct marketing is similar in many ways to advertising. Why is it important to view direct marketing as a specific group of promotion methods?
Read the INNOVATION APPLICATION “Venture Marketing Organization at Starbucks”. What lessons can be learned about the organizational requirements for rapid and effective innovation?
Consider the STRATEGY APPLICATION “The Toyota Way”. Can other companies learn from the Toyota approach to managing its organization, or is the success of the approach unique to Toyota?
A. Visit the website of the Strategic Account Management Association (www.strategicaccounts.org) and review some of the research library resources available at the site. What is the basis for suggesting that the strategic/key account manager is anything more than a senior salesperson working on
Go to the website of Coca-Cola Inc. (www.cocacola.com). Use the corporate information pages (Our Company, Our Brands, and Around the World) to identify the growth in brands marketed by the company and its geographic emphasis. Identify the challenges for this company in organizing for a growing
Consultants Booz Allen and the Association of National Advertisers have an online tool for assessing the “DNA” of marketing organizations—www.marketingprofiler.com. Visit this site and consider if the questions asked in the diagnostic provide a good basis for evaluating a marketing
The chief executive of a manufacturer of direct-order personal computers is interested in establishing a marketing organization in the firm. A small salesforce handles sales to mid-sized businesses and advertising is planned and executed by an advertising agency. Other than the CEO, no one inside
What are the major approaches to organizing the marketing function for international operations? Discuss the factors that may affect the choice of a particular organization design.
As companies begin to replace functions with processes, what are the possible effects on organizational designs?
What characteristics would you seek in a candidate for a global account management position?
Of the various approaches to marketing organization design, which one(s) offers the most flexibility in coping with rapidly changing market and competitive situations? Discuss.
Discuss the conditions where a matrix-type marketing organization would be appropriate, indicating important considerations and potential problems in using this organizational form.
Assume that you have been asked by the president of a major transportation services firm to recommend a marketing organizational design. What factors should you consider in selecting the design?
Discuss some of the important issues related to integrating marketing into an organization such as a regional womens’ clothing chain compared to accomplishing the same task in Limited Brands.
What are possible internal and external changes that may require changing the marketing organization design?
Is a trend toward more organic organizational forms likely in the future?
Summarize and chart the current and future impact of the Internet on marketing processes and organization.
Discuss the important organizational design issues in establishing an effective strategic alliance between organizations.
Review the ETHICS APPLICATION describing the environmental strategy implemented at Interfaces Inc. List the attractions from a marketing perspective of adopting an environmentally responsible position. Discuss whether companies can undertake environmental initiatives unless there is a commercial
Read the RELATIONSHIP APPLICATION describing Nucor Steel. Do “happy employees” always mean “happy customers”? Identify and list situations where you do not believe this is true.
Examine the company examples in the METRICS APPLICATION concerning uses of marketing dashboards. What are the possible limitations to the dashboard concept?
Visit the web site for 1-800-flowers (www.1800flowers.com). How does this company employ its web site to adapt to a constantly changing environment?
Enter the phrase “marketing implementation” into your search engine and review the first 20 sites indicated. View several of those representing consultants and agencies offering products and services to support marketing implementation. Which sound likely to be effective? What role, if any, can
Identify suppliers of marketing dashboard software on the Web. Does this type of decision support system replace management judgment on the most appropriate performance criteria for their businesses?
Discuss the similarities and differences between strategic marketing planning and evaluation.
Discuss how management control differs for a strategic alliance compared to internal operations.
What are the important factors that managers should take into account to improve the implementation of strategies?
How would the marketing dashboard differ between a business-to-business company marketing computer software and a producer of packaged consumer products?
What is involved in managing marketing planning as a process? What issues should be addressed in managing planning process in a company manufacturing high-technology components for the automotive sector?
Selecting the proper performance criteria for use in tracking results is a key part of a strategic evaluation program. Suggest performance criteria for use by a fast-food retail chain to monitor strategic marketing performance.
What justification is there for conducting a marketing audit in a business unit whose performance has been very good? Discuss.
Examination of the various areas of a strategic marketing audit shown in Exhibit 15.6 would be quite expensive and time-consuming. Are there any ways to limit the scope of the audit?
Why would senior managers concerned with strategic marketing review marketing metrics concerned with internal processes?
One of the more difficult management control issues is determining whether a process is experiencing normal variation or is actually out of control. Discuss how management can resolve this issue.
What role can internal marketing play in enhancing effectiveness of both planning and implementation?
How can the “balanced scorecard” methods assist managers in their implementation efforts?
What is marketing? Explain the role of marketing research in the process of marketing management.
Distinguish among MIS (marketing information system), marketing research, and DSS (decision support system).
Why are philosophies important to decision makers? What is the marketing concept?
What is strategy and why is marketing research important to strategy makers?
Define marketing research.
Name the uses of marketing research.
1. Should Nick Thomas use marketing research?2. What components of ZEN’s MIS will Nick Thomas need?
1. Do you think it is ethical to use membership in an association that doesn’t require any demonstration of expertise to lead customers into thinking the membership conveys some automatic claim of competency? 2. Consult the MRA Code of Marketing Research Standards. Is the answer to question 1
1. Should Nick Thomas use his own internal supplier, ZEN’s existing marketing research department, to answer his questions? Are there reasons why he should not use them?2. If Nick decides to bring in an outside marketing research firm, he will have to reveal proprietary information that is valued
What are the steps in the marketing research process?
What are the two sources of marketing problems?
Explain how managers should recognize they have a problem.
What is the role of the researcher when management has already defined the problem?
How do ITBs and RFPs influence the problem definition process?
What is the difference between (a) all possible causes and (b) probable causes?
What are some relevant factors in determining research objectives?
What is an operational definition and where would it likely be used?
What is an action standard?
How is a company’s philosophy toward marketing research reflected in its use of marketing research?
Think of what you may imagine as being an opportunity in the marketplace. Explain how Figure 3.2 would help you in conducting or not conducting marketing research.
Explain why firms may not have a need for marketing research.
Explain why research objectives differ from the definition of the problem.
1. Assuming Pennick agrees with his staff on the choice of McIlroy or Watson, what now is Pennick’s decision in terms of decision alternatives?2. Assuming Pennick is not confident in his assumptions about the consequences of the outcomes associated with your decision alternative, what should
1. Assuming Pennick agrees with his staff on the choice of McIlroy or Watson, what now is Pennick’s decision in terms of decision alternatives?2. Assuming Pennick is not confident in his assumptions about the consequences of the outcomes associated with your decision alternative, what should
1. Define the problem and develop a list of research objectives.2. Write the research objective for one of your problems defined in your answer to the first question.
Define each of the following types of variables and give an example of each in an experiment designed to determine the effects of an advertising campaign: independent, dependent, extraneous, control group, and experimental group.
Explain the two types of validity in experimentation and also explain why different types of experiments are better suited for addressing one type of validity versus another.
Distinguish among the various types of test marketing.
The Maximum Company has invented an extra-strength instant coffee brand to be called “Max-Caff,” and positioned to be stronger tasting than any competing brands. Design a taste-test experiment that compares Max-Caff to the two leading instant coffee brands to determine which brand consumers
Coca-Cola markets PowerAde as a sports drink that competes with Gatorade. Competition for sports drinks is fierce where they are sold in the coolers of convenience stores. Coca-Cola is thinking about using a special holder that fits in a standard cooler but moves PowerAde to eye level and makes it
SplitScreen is a marketing research company that tests television advertisements. SplitScreen has an agreement with a cable television company in a medium-sized city in Iowa. The cable company can send up to four different television ads simultaneously to different households. SplitScreen also has
Discuss how research design can lead to ethically sensitive situations?
Provide an example of exploratory research.
Provide an example of exploratory research. Discuss.
What is the difference between longitudinal studies and cross-sectional studies?
In what situation would a continuous panel be more suitable than a discontinuous panel? Under what situation would a discontinuous panel be more suitable than a continuous panel?
What type of panel is an omnibus panel?
1. Describe what research design you would recommend for each of client. 2. For each research design you selected for the three clients, discuss why you believe your choice of design is the correct choice.
1. To deal with the first set of issues—determining how consumers feel about certain issues, how important these issues are to them, and what terms they use to discuss these issues—what research design would you suggest? Why?2. Consider the second set of issues in the case. Nick needs to know
Briefly describe the history of secondary data in the United States.
What is the difference between data mining and micromarketing?
Describe five ways in which companies may use a database.
Briefly explain the three different types of external secondary data discussed in the chapter.
What are the five advantages of secondary data?
Discuss the disadvantages of secondary data?
How would you go about evaluating secondary data? Why is evaluation important?
Describe the ACS in terms of the advantage it offers as well as how to retrieve data.
Explain why information such as that contained in IBISWorld Industry Reports would be beneficial to you for an upcoming interview.
What is meant by packaged information?
What are the advantages and disadvantages of syndicated data?
Describe some areas in which packaged information may be applied.
What are secondary data, and how do they differ from primary data?

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Marketing Research 7th edition Alvin C. Burns, Ronald F. Bush - Solutions

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