Essentials of Marketing 13th edition William D. Perreault, Joseph P. Cannon - Solutions

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A key element of event marketing strategy is defining the event. What decisions are associated with defining the event?
Briefly explain the following stages of event marketing execution: a) Site selection and staging b) Staffing c) Operations and logistics d) Safety and security
What is shopper marketing? Briefly explain and offer a new example of this concept.
What is ambush marketing, and what benefits does it offer?
Identify and briefly explain the main classifications of event marketing.
Briefly explain the criteria an executive considers before pursuing an event marketing opportunity.
What are the measures commonly used to evaluate the effectiveness of event marketing participation?
Identify the basic steps in the event marketing planning process.
Why are companies becoming more actively involved in cause- related event sponsorships? Conduct some secondary research on this issue and formulate a position on the matter.
Do value-added sponsorships, such as the one between Reebok and Sidney Crosby, offer significant benefits to the sponsoring organization? If so, what are the benefits? Discuss.
Provide some examples of companies and brands that are involved with “experiential marketing.” Based on your observations of their activities, identify the strengths and weaknesses of this form of marketing communications.
What are the fundamental differences among consultative selling, strategic selling, and relationship selling?
In relationship selling, what is meant by the phrase “positioning the product in the customer’s mind”?
Briefly define partnership selling and explain its importance.
What personal and non- personal characteristics are essential for successful selling?
Advance preparation is crucial to successful selling. Briefly describe the importance of knowledge in the following areas: product, company, and competition.
Briefly explain the roles and responsibilities of a salesperson.
List and briefly describe the seven steps in the selling strategy process.
“Advances in communications technology will dramatically change the role and nature of selling in the future.” Discuss this statement and provide examples of changes that are already influencing selling strategies or will have an influence on them in the future.
Conduct some secondary research on the concept of partnership selling. How prevalent is partnership selling in business today? Provide some examples of organizations that have adopted this strategy.
Assess the role of follow- up in the context of customer relationship management practices. How important is it, and how much emphasis do sales representatives place on this aspect of selling?
Evaluate the personal selling strategies of the follow-ing retail businesses: Future Shop, Best Buy, and Canadian Tire. Do the style and nature of personal selling vary from one business to the other? Which approach is more effective at selling goods at retail? Justify your opinion.
Pre- planning is an essential step in making a sales presentation. Assume you are working for Apple (or any other marketer of desktop and laptop computers) and plan to make a sales presentation to your school. The school is going to purchase or lease desktop computers for a new 50- station lab and
In the context of marketing research, what is the relationship between each of the following sets of terms? a) Research objectives and hypotheses b) Observation and experimental research c) Population and sampling frame d) Qualitative data and quantitative data e) Probability sample and non-
What are the three primary ways of measuring the effectiveness of public relations campaigns? Briefly discuss each form of measurement
What are the primary ways of measuring the effectiveness of event marketing and sponsorship participation? Briefly discuss each form of measurement.
What is the problem- awareness stage of the marketing research process?
Briefly explain the four steps in the sample design process.
Under what circumstances would you use the telephone for collecting survey data? When would you use the personal interview?
What is the difference between a recognition test and a recall test?
What are the three categories of measurement in a Starch readership test? Briefly explain each category.
What does opinion- measure testing refer to?
Compare and contrast the nature of qualitative data and quantitative data. Is it essential to have both types of information prior to investing in a new advertising campaign? Prepare a position and provide appropriate justification for it.
You are about to devise a new advertising strategy (a message strategy) for the Porsche 911 Carrera. You do not know how to present the automobile to potential customers and would like to find out more about them. What information would you like to obtain, and what procedure would you recommend to
Too much information obtained from marketing research ultimately stifles creative thinking and the production of innovative creative.” Many creative directors have expressed this opinion. Conduct some secondary research and present an opinion on the issue. Justify your position with appropriate
Companies are now using online surveys to learn more about their customers and how they feel about the company’s products. What are the benefits and drawbacks of using online research? Is it as useful and effective as traditional survey methodologies? Briefly discuss the key issues.
If event marketing and sponsorships are so difficult to measure for tangible business results, why do so many large and prosperous companies pursue such associations? What are the advantages and disad-vantages of being involved in this form of marketing communications? Is it a worthwhile
List your activities for the first two hours after you woke up this morning. Briefly indicate how marketing affected your activities.
Would the functions that must be provided and the development of wholesaling and retailing systems be any different in a command economy from those in a market directed economy?
Explain why a market-directed macro-marketing system encourages innovation. Give an example.
Define the marketing concept in your own words, and then explain why the notion of profit is usually included in this definition.
Define the marketing concept in your own words, and then suggest how acceptance of this concept might affect the organization and operation of your college.
Distinguish between production orientation and marketing orientation, illustrating with local examples.
Explain why a firm should view its internal activities as part of a total system. Illustrate your answer for (a) a large grocery products producer. (b) a plumbing wholesaler. (c) a department store chain and (d) a cell phone service.
Give examples of some of the benefits and costs that might contribute to the customer value of each of the following products:(a) A wristwatch.(b) A weight-loss diet supplement.(c) A cruise on a luxury liner.(d) A checking account from a bank.
Give an example of a recent purchase you made where the purchase wasn’t just a single transaction but rather part of an ongoing relationship with the seller. Discuss what the seller has done (or could do better) to strengthen the relationship and increase the odds of you being a loyal customer in
Discuss how the micro-macro dilemma relates to each of the following products: high powered engines in cars, nuclear power, bank credit cards, and pesticides that improve farm production.
If a producer creates a really revolutionary new product and consumers can learn about it and purchase it at a website, is any additional marketing effort really necessary? Explain your thinking.
Distinguish between the micro and macro views of marketing. Then explain how they are interrelated, if they are.
Refer to Exhibit 1-1, and give an example of a purchase you made recently that involved separation of information and separation in time between you and the producer. Briefly explain how these separations were overcome.In Exhibit 1.1
Describe a recent purchase you made. Indicate why that particular product was available at a store and, in particular, at the store where you bought it.
Online computer shopping at websites makes it possible for individual consumers to get direct information from hundreds of companies they would not otherwise know about. Consumers can place an order for a purchase that is then shipped to them directly. Will growth of these services ultimately
Explain why a small producer might want a marketing research firm to take over some of its information gathering activities.
Distinguish between how economic decisions are made in a command economy and how they are made in a market directed economy.
This problem introduces you to the computer-aided problem (CAP) software—which is at the Online Learning Center for this text—and gets you started with the use of spreadsheet analysis for marketing decision making. This problem is simple. In fact, you could work it without the software. But by
If a company sells its products only from a website, which is accessible over the Internet to customers from all over the world, does it still need to worry about having a specific target market? Explain your thinking.
Evaluate the text’s statement, “A marketing strategy sets the details of implementation.”
Distinguish between strategy decisions and operational decisions, illustrating for a local retailer.
In your own words, explain what customer equity means and why it is important.
Distinguish between a strategy, a marketing plan, and a marketing program, illustrating for a local retailer.
Marko, Inc.’s managers are comparing the profitability of a target marketing strategy with a mass marketing “strategy.” The spreadsheet gives information about both approaches.The mass marketing strategy is aiming at a much bigger market. But a smaller percent of the consumers in the market
Outline a marketing strategy for each of the following new products: (a) A radically new design for a toothbrush. (b) A new fishing reel. (c) A new wonder drug. (d) A new industrial stapling machine.
Provide a specific illustration of why marketing strategy planning is important for all businesspeople, not just for those in the marketing department.
Research has shown that only about three out of every four customers are, on average, satisfied by a firm’s marketing programs. Give an example of a purchase you made where you were not satisfied and what the firm could have changed to satisfy you. If customer satisfaction is so important to
Distinguish between an attractive opportunity and a breakthrough opportunity. Give an example.
Explain how new opportunities may be seen by defining a firm’s markets more precisely. Illustrate for a situation where you feel there is an opportunity—namely, an unsatisfied market segment—even if it is not very large.
In your own words, explain why the book suggests that you should think of marketing strategy planning as a narrowing-down process.
Explain the major differences among the four basic types of growth opportunities discussed in the text and cite examples for two of these types of opportunities.
Explain why a firm may want to pursue a market penetration opportunity before pursuing one involving product development or diversification.
In your own words, explain several reasons why a marketing manager should consider international markets when evaluating possible opportunities.
Give an example of a foreign-made product (other than an automobile) that you personally have purchased. Give some reasons why you purchased that product. Do you think that there was a good opportunity for a domestic firm to get your business? Explain why or why not.
Distinguish clearly between mass marketing and target marketing. Use an example.
Why is the target market placed in the center of the four Ps in the text diagram of a marketing strategy (Exhibit 2-4)? Explain, using a specific example from your own experience.In Exhibit 2-4
Do you think it makes sense for a firm to base its mission statement on the type of product it produces? For example, would it be good for a division that produces electric motors to have as its mission: “We want to make the best (from our customers’ point of view) electric motors available
Drawing on data in Exhibit 3-4, do you think that Romania would be an attractive market for a firm that produces home appliances? What about Finland? Discuss your reasons.In Exhibit 3-4
Discuss the value of gross domestic product and gross national income per capita as measures of market potential in international consumer markets. Refer to specific data in your answer.
Discuss how the worldwide trend toward urbanization is affecting opportunities for international marketing.
Discuss how slower population growth will affect businesses in your local community.
Discuss the impact of changes in the size and use of technology in the 18–29 age group on marketing strategy planning in the United States.
Name three specific examples of firms that developed marketing mix to appeal to senior citizens.
Explain the product-market screening criteria that can be used to evaluate opportunities.
Explain General Electric’s strategic planning grid approach to evaluating opportunities.
Explain how a firm’s objectives may affect its search for opportunities.
Specifically, how would various company objectives affect the development of a marketing mix for a new type of Internet browser software? If this company were just being formed by a former programmer with limited financial resources, list the objectives the programmer might have. Then discuss how
Explain how a firm’s resources may limit its search for opportunities. Cite a specific example for a specific resource.
In your own words, explain how a marketing manager might use a competitor analysis to avoid situations that involve head-on competition.
The owner of a small hardware stores—the only one in a medium-sized town in the mountains—has just learned that a large home improvement chain plans to open a new store nearby. How difficult will it be for the owner to plan for this new competitive threat? Explain your answer.
Discuss the probable impact on your hometown if a major breakthrough in air transportation allowed foreign producers to ship into any U.S. market for about the same transportation cost that domestic producers incur.
Will the elimination of trade barriers between countries in Europe eliminate the need to consider submarkets of European consumers? Why or why not?
Mediquip, Inc., produces medical equipment and uses its own sales force to sell the equipment to hospitals. Recently, several hospitals have asked Mediquip to develop a laser beam “scalpel” for eye surgery. Mediquip has the needed resources, and 200 hospitals will probably buy the equipment.
Distinguish between a generic market and a product market. Illustrate your answer.
Explain what market segmentation is.
List the types of potential segmenting dimensions, and explain which you would try to apply first, second, and third in a particular situation. If the nature of the situation would affect your answer, explain how.
Explain why segmentation efforts based on attempts to divide the mass market using a few demographic dimensions may be very disappointing.
Illustrate the concept that segmenting is an aggregating process by referring to the admissions policies of your own college and a nearby college or university.
Review the types of segmenting dimensions listed in Exhibits 4-8 and 4-9, and select the ones you think should be combined to fully explain the market segment you personally would be in if you were planning to buy a new watch today. List several dimensions and try to develop a shorthand name, like
Identify the determining dimension or dimensions that explain why you bought the specific brand you did in your most recent purchase of a (a) soft drink, (b) shampoo, (c) shirt or blouse, and (d) larger, more expensive item, such as a bicycle, camera, or boat. Try to express the determining
Consider the market for off-campus apartments in your city. Identify some submarkets that have different needs and determining dimensions. Then evaluate how well the needs in these market segments are being met in your geographic area. Is there an obvious breakthrough opportunity waiting for
Explain how positioning analysis can help a marketing manager identify target market opportunities.
The marketing manager for Audiotronics Software Company is seeking new market opportunities. He is focusing on the voice recognition market and has narrowed down to three segments: the Fearful Typists, the Power Users, and the Professional Specialists. The Fearful Typists don€™t know much about

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Essentials of Marketing 13th edition William D. Perreault, Joseph P. Cannon - Solutions

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