Contemporary Issues In Marketing 1st Edition Martin Evans, Luiz Moutinho (auth.) - Solutions

Discover comprehensive solutions to the complex questions found in "Contemporary Issues In Marketing 1st Edition" by Martin Evans and Luiz Moutinho. Access an extensive range of resources, including an online answers key and detailed answers, with our solution manual and solutions PDF. Dive into solved problems, providing clear questions and answers that enhance your learning experience. Utilize our test bank and chapter solutions for thorough preparation. Gain insights with step-by-step answers from the instructor manual, tailored for this insightful textbook. Explore these invaluable resources with a free download to elevate your understanding of marketing concepts.

What do you understand by the term customer relationship management (CRM)?
Evaluate the differences between building a relationship and conducting transactions.
How do you think Samsung Life can increase their ‘cross-selling capabilities’?
Describe some of the immediate benefits of the new data warehouse system that Samsung Life implemented.
‘Technology is at the heart of an efficient life insurance company.’ Comment.
Contrast Samsung Life’s approach to distribution with that of Prudential.
To what extent is Samsung Life’s system a true CRM system, as opposed to a system that was introduced to increase operational efficiency in the traditional workforce?
Access the site of the British Direct Marketing Association at www.dma.org.uk.What are the key benefits of a site like this to a small company considering launching itself into direct marketing?
QXL, the internet auction house, has a policy on consumer privacy. View it at www.qxl.co.uk and comment on how effective it is likely to be.
What is meant by the ‘myth of database marketing’?
Why is data privacy of increasing interest to both consumers and governments?
‘SMS marketing is particularly effective for targeting younger audiences.’ Discuss.
What factors have driven the resurgence of direct marketing in recent years?
‘Direct marketing is one of the oldest marketing concepts around.’ Discuss.
Describe briefly the evolution of database marketing.
How can database marketing improve marketing performance?
Conduct your own research on the internet. Are there any other well-known retailers who are using wireless technology for marketing purposes?
Visit CASPIAN’s website. Do you believe their proposition about the use of RFID tags?
Put yourself in Mr Sartor’s shoes at the beginning of 2003. How would you have planned the introduction of RFID tags in Benetton, even if only on a trial basis?
Did Benetton make the right decision in early March 2003?
Access the website of Similarity Systems (www.similaritysystems.com). Write a short note on how Similarity’s ATHANOR product suite of data quality management tools (Designer, Runtime and Realtime) can be employed in the seven stages of developing a customer database. How does ATHANOR help
You are working as a marketing analyst for one of the top five UK banks. Access the site of www.dudleyjenkins.co.uk. Review the information on the site and write a short note to your marketing director outlining the opportunities if any of using the services of Dudley Jenkins.
Provide an example of an internet site that encourages, or pays, its customers to update the information held on them.
Why is it so important to keep customer data up to date?
Discuss the steps in developing a customer database.
Why is a customer database central to any marketing organisation?
Describe a marketing information system.
Did M&SM follow the seven steps for developing a customer database?
How can M&SM use the customer database to improve its relationship with customers?
Use the internet to investigate the capabilities of the software products that M&SM chose for its database solution (Affinium Campaign, Enterprise Miner, MicroStrategy).
What benefits has the new customer database brought to M&SM?
Why did Marks & Spencer Money (M&SM) need to upgrade its customer database?
Visit the website of Cognos (www.cognos.com). Review their product BusinessMiner and write a short note on its advantages and potential drawbacks.
Visit Claritas’s website (www.claritas.co.uk). Comment on how the company can help businesses segment their customers.
‘It is not the amount of data that an organisation collects that is important but the way the organisation uses that data.’ Comment.
Why is corporate knowledge so important in the early twenty-first century?
Conduct a search on the internet to find out what types of organisation provide data mining software and data warehousing solutions.
Describe and discuss the issues that companies face if they decide to undertake a data warehouse or data mining initiative.
Why would a company embark on a data warehousing initiative?
What are the advantages of micro-segmentation over macro-segmentation?
Why is customer segmentation so important to creating customer insight?
Why do supermarket chains like Disco want to identify different customer groups?
Why did Disco find it necessary to develop its data mining model? What are the benefits?
Why was Disco successful in its online offering while companies like Webvan were not?
Why is technology so important for a supermarket chain like Disco?
What do supermarkets have to do with financial services?
Access Doubleclick’s website (www.doubleclick.com). Assume you are working for a major drinks company and that your line manager, who is in charge of market research, has asked you to prepare a feasibility report on using Doubleclick’s services. Make a recommendation on whether you should
Assume you are marketing manager for a major Japanese car manufacturer.You are planning to launch a new sports utility vehicle (SUV) into the European market. Using online sources prepare a competitive profile for one competitor of your choice in one European country. This should include:a) name of
Briefly describe three methods of conducting advertising research.
Describe how technology can be used to analyse information.
How would a business conduct continuous market research?
Assess the advantages and disadvantages of technology-enabled observation over traditional manual observation.
How has technology changed secondary data collection?
Describe three internal data sources.
Can Starbucks hold off the challenge of its Japanese competitors? Conduct your own internet-based research to back up your answers.
How does the research company Euromonitor segment the market?
How would you segment the coffee-drinking public in Japan?
‘I think the largest challenge we face, is the availability and accuracy of data.’Discuss.
Visit Priceline.com’s website (www.priceline.com). What services is it offering in addition to online travel?
Name ten websites that you have accessed recently and categorise them in terms of Rappa’s framework in Table 3.1.
Why is brand still so important in the age of electronic marketing?
What do you understand by the term ‘electronic marketing’?
Why should we consider the internet as a channel rather than a business model?
Why is profitability so important in assessing business models?
‘The trend to buy travel online is unstoppable.’ Discuss.
Many airlines are moving very tentatively into direct online booking. Why do you think this is so?
Why do some travellers still prefer to buy through travel agents?
Why have some online agencies diversified beyond air travel?
Why is the travel industry consolidating rapidly?
Visit the website of Betfair (www.betfair.com). How effective is it as a consumer-toconsumer business model?
Visit the Inland Revenue’s website (www.inlandrevenue.gov.uk). Comment of the range of services provided.
Why are governments so interested in e-commerce?
Why did internet start-ups lose ground to existing incumbents after 2000?
What are the advantages of a private marketplace for large organisations?
Discuss why the internet is particularly suited to B2B transactions for smaller organisations.
Why do organisations want to trade electronically with each other?
Why has B2B generated much greater revenues than B2C?
Access the sites of www.ebay.com and www.paypal.com. Write a short note to the CEO of eBay outlining why it would make sense to buy a business like PayPal.
Access the sites of Ryanair (www.ryanair.com) and BA (www.britishairways.com).Compare their approaches to using the web and key differences in the way the sites are organised.
Why is the virtualisation of payments important to the development of e-commerce?
How will e-commerce accelerate the globalisation of business?
‘Electronic marketing is being driven as much by societal changes as it is by technology changes.’ Discuss.
Discuss the advantages and disadvantages of product proliferation from both a manufacturer’s and a consumer’s perspective.
What are the biggest marketing opportunities in the wireless age?
Outline why ‘electronic marketing is a very logical extension of marketing’.
Explain the rationale behind a strategy of growth through diversification.
As in the case of Ford credit and Ford Bank, indicate four types of association that are relevant in making brand-extension decisions as well as three factors that determine which associations will carry over into a new context.
Comment on the merits of implementing a brand repositioning strategy.
Consider the notion of a relationship marketing system.
Comment on the collaborative versus adversarial approaches to supplier handling.
Explain the underlying concepts behind game theory.
'In defining marketing objectives and marketing strategy. it should be emphasised that they must have a time dimension.' Comment on this statement.
Comment on the rise of strategic link-ups and alliance marketing.
How can a company maintain its competitive advantage?
What has happened to drive marketing's capacity to deliver 'one-toone' and •differential marketing'?
What other factors have led to the demand for differential and one-toone marketing?
What has changed in the market to cause market fragmentation?
How can companies such as Swatch undertake relationship analysis?
Discuss the concept of direct marketing.
Comment on the growing use of customer databases.

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