Contemporary Advertising and Integrated Marketing Communications 14th edition William Arens, Michael Weigold, Christian Arens - Solutions

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What is meant by the sociocultural environment? How do the variables comprising the sociocultural environment influence international marketing research?
Describe the status of telephone interviewing and CATI in foreign countries.
Describe the status of in in-home personal interviewing in foreign countries.
Describe the status of mail interviewing in foreign countries.
How should the equivalence of scales and measures be established when the data are to be obtained from different countries or cultural units?
Develop a short questionnaire to measure consumers' attitudes toward air travel. Have some foreign persons do a direct translation of this questionnaire into their native language, and then do a back translation. What translation errors occurred? Correct these errors.
Identify several cultural issues pertaining to Europeans by visiting europa.eu.
You have to prepare a plan for marketing Coke in France. Visit www.invest-in-france.org/north-america/en or www.afii.fr/ North America to find the relevant information.
How can General Motors benefit from NAFTA?
Compile data on GDP, level of literacy, and percentage of households with telephones for 20 different countries. Using SPSS, SAS, MINITAB, or EXCEL, run a regression analysis with GDP as the dependent variable and the other two variables as the independent variables. Interpret your results.
Compile data on consumption and expenditures for the following categories in 30 different countries: (1) food and beverages, (2) clothing and footwear, (3) housing and home operations, (4) household furnishings, (5) medical care and health, (6) transportation, and (7) recreation. Using SPSS, SAS,
You are the marketing research director for P & G for Europe. What challenges do you see in researching markets for household products in Eastern European countries? Prepare a report for the P & G management in the United States. Make a presentation to a group of students representing P & G
You are a project manager in the international marketing research department of the Coca-Cola Company. Your boss, the director of the international marketing research department, has assigned you to a project designed to measure consumer preference for soft drinks in the United States, the UK, Hong
From a local marketing research firm, obtain the report of a marketing research project conducted in the United States. Discuss how the research would be different if the same project were conducted in France.
Visit a local business with international operations. Discuss with them some possible international marketing research projects they could undertake.
Some scholars have argued that the same standardized marketing strategy should be adopted for all foreign markets. Does this imply that the marketing research process should also be standardized and the same procedures followed no matter where the research is being conducted?
Discuss the impact of the globalization of markets on marketing research.
Define an appropriate marketing research problem based on the management decision problem identified in question 1. In question 1, Nivea would like to increase its share of the U.S. market. Define the management decision problem.
Nivea would like to undertake research to understand the preferences of American consumers for skin care products. What type of research design should be adopted and why?
Discuss the role of qualitative research in understanding the preferences of American consumers for skin care products. Which qualitative research techniques should be used and why?
If a survey is to be conducted to understand the preferences of American consumers for skin care products, which survey method should be used and why?
Develop Likert, semantic differential, and Stapel scales for determining consumers' evaluation of skin care products.
Develop a sampling plan for administering the survey in question 5.
If Nivea were to conduct the survey in Singapore to understand the preferences of consumers for skin care products, which survey method should be used and why?
How does advertising differ from public relations activities?
In the marketing communication process, what are the various dimensions of the source, the message, and the receiver?
What is meant by noise and how might it affect an advertiser's efforts?
What are the three major functional areas of business? Which function is closely related to advertising?
What is the purpose of awareness advertising?
Can you identify which two literary forms appear in example 4? Does it have a persona and/or an implied consumer? If so, describe their use.
What is "ethics?"
Would you mind bending your moral rules a little to sell a product with a misleading comparison or a visual distortion? What could justify such a decision? Where would you draw the line?
The next time you watch TV commercials, think ethics. Look for both good and bad examples of ethical presentations of the advertised products. What ethical issues might have been discussed before the ads were approved?
What are the four fundamental assumptions of free market economics?
What effects do you believe advertising has had on society in general? Explain.
What are the primary functions of advertising in a free economy?
What has had the greatest impact on the way advertising has evolved?
How would you differentiate the advertising used in the industrializing age from the industrial age?
What are three examples of companies or organizations that use a demarketing strategy?
What companies can you think of that are engaged in marketing warfare?
As a consumer, are you likely to save money buying at a store that does not advertise? Explain.
What role does advertising play in our economic system?
How well do advertisers regulate themselves? In what areas do you think advertisers have done well, and where should they clean up their act?
What are two types of social criticisms of advertising?
What is puffery? Give some examples. Do you ever feel deceived by puffery in advertising?
Does advertising affect our value system? In what ways?
What is the difference between an advertiser's ethics and its social responsibility?
How does government regulation of advertising in the United States differ from regulation in many foreign countries?
How does commercial speech differ from political speech? Do you think advertisers should have the same First Amendment rights as everyone else? Explain.
What is the role of the FTC in advertising? Do you think this role should be expanded or restricted?
How do regional and local governments affect advertisers?
What roles do the major organizations involved in the advertising business perform?
If you were planning to advertise your brand of computers in Europe, would you likely use foreign or international media? Why?
What's the difference between a local advertiser and a national advertiser?
What services might a modern full-service advertising agency offer a large business-to-business advertiser?
What are the most important things an advertiser should consider when selecting an agency?
How does an agency make money? What is the best way to compensate an agency? Explain your answer.
If you owned an ad agency, what would you do to attract new business? Be specific.
What are the advantages and disadvantages of an in-house advertising agency?
What are the major influences on the client-agency relationship? What can clients and agencies do to maintain a good relationship?
What is marketing, and what is advertising's role in the marketing process?
How does the theory of cognitive dissonance relate to advertising?
How does product utility relate to advertising?
Why is the perceived equal-value exchange an important advertising issue?
What's the difference between a customer and a market, and what are the different types of markets?
What does the term consumer behavior relate to, and why is it important to advertisers?
Which consumer behavior process presents the greatest challenge to advertisers?
What is the difference between the central route and the peripheral route to persuasion? Which route is used depends on the consumer's level of involvement with the product or message.
What is the significance of negatively originated motives and positively originated motives to advertisers?
What are some of the environmental influences on consumer behavior in international markets?
How does the concept of shared characteristics relate to the market segmentation process?
What product characteristics encourage heavy advertising? Little advertising? Why?
How could you use VALS to develop the marketing strategy for a product of your choice?
What is the difference between a product and a product concept?
What are some examples of product positioning not discussed in this chapter?
What effect does the product life cycle have on the advertising a company uses?
How do the basic methods of distribution affect advertising?
How does research help advertisers meet the challenge of the three Rs of marketing?
When could research help in the development of an advertising strategy for an international advertiser? Give an example.
Give an example that demonstrates the difference between marketing research and market research.
Do people use quantitative or qualitative research to evaluate movies? Explain.
Which of the major surveying methods is most costly? Why?
How could the halo effect bias a pretest for a soft-drink ad?
When might research offer validity but not reliability?
What is a marketing plan and why is it a company's most important document?
How could a packaged foods manufacturer use the share-of-market/share-of-voice method to determine its advertising budget?
What examples illustrate the difference between need-satisfying objectives and sales-target objectives?
What are the three types of marketing plans? How do they differ?
What basic elements should be included in a top-down marketing plan?
How can small companies use bottom-up marketing to become big companies?
How does one person's strategy become another person's objective? Give examples.
What is the best method of allocating advertising funds for real estate development? Why?
What types of companies tend to use the percentage-of-sales methods? Why?
What major factors contribute to the increased complexity of media planning?
What are the principal methods used to schedule media?
What secondary research sources are available to planners?
How does the IMC approach differ from the top-down media planning approach?
What is the "right" reach and frequency for a given message?
How are GRP and CPM calculated?
What are the 5Ms of the media mix, and how are they determined?

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Contemporary Advertising and Integrated Marketing Communications 14th edition William Arens, Michael Weigold, Christian Arens - Solutions

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