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business
contemporary marketing case
Contemporary Issues In Marketing 1st Edition Martin Evans, Luiz Moutinho (auth.) - Solutions
The concept of relationship marketing is being transferred from business-to-business marketing - to what extent is it relevant in consumer markets?
What degrees of relationship might there be?
What is relationship marketing?
Comment on the issues of social responsibility and marketing ethics.
What are the real hurdles to successful social marketing?
How would you define marketing in non-profit settings?
What is brand equity?
Discuss the cost considerations of creating a 'global brand'.
Comment on the debate on globalisation versus customisation of marketing strategies.
What is the 'integration' issue?
What are the possible stages of development of a strategic role for the marketing database?
What are the strategic and tactical uses of marketing databases?
What key forms of formal intercompetitor cooperation can you suggest?
Discuss a number of advantages that direct marketing can provide to sellers.
Comment on the main issues that should be taken into account by a company pursuing a total quality marketing strategy.
Define the customer service process.
What main steps are taken by a company when establishing a relationship marketing programme?
Discuss the underlying concepts and consequences behind brand equity.
How would you interpret the 'battle of the brands'?
Comment on the key characteristics of private branding.
comment on the new concept of process management
How would you define marketing accounts liability?
Discuss some of the trends related to the future remit of the marketing department.
How could a company make advertising on the Internet effective?
What are your views on Internet marketing?s How do you reach potential customers and keep them returning to the Web site?
What are the limitations of the Internet for marketing and relationship building?
How does the Internet affect the balance of power and the relationship between marketer and consumer?
To what extent does the Internet provide a global medium for shopping?
What about Digizimes (or e-zimes)? Have you heard of them? What is their role in advertising?
Mass media is going interactive through video-on-demand. TV shopping and so on. Comment on these new trends.
Discuss the impact of direct response television (DRTV) as a new area of direct marketing.
How would you anticipate the new trends in the commercial message in light of the technology of interactivity?
Discuss the notion that consumers are increasingly becoming'editors'.
Comment on mass media versus the new one-to-one media.
Comment on the continuing increase in outsourcing.
Why is field marketing being changed by retail developments?
Assess the key trends in database marketing.
What is data mining and what types of analysis can be conducted with database data?
What useful information can come from a car dealer's database?
What are relational databases and how do marketers employ them?
How can opinion leaders/formers be 'simulated'?
Discuss the two-step and multi-step models of information flows.
The use of 'personalities' is based on the concepts of opinion forming and opinion leading - explain these concepts.
How are PR activities measured and evaluated?
What ethical issues are involved?
What is the conceptual underpinning for the targeting of politicians and journalists?
Discuss the use of fear appeals in advertising.
What are your views on Benetton's controversial advertising campaigns?
Comment on the question of social responsibility in advertising.
Since we are truly in a digital era, define some new rules of selling.
How would you assess the small office/home office (SOHO) trend, and what advice would you give to a company wanting to target this market?
Discuss the implicit advantages of mobile salesforces and sales automation tools.
What is the relevance of 'volume segmentation' in the operation of loyalty schemes?
What are the advantages and disadvantages of loyalty schemes for customers and marketers?
What is 'loyalty'?
Comment on some of the potential problems with alliances that do not involve ownership.
List the key 'push' and •pull' factors influencing retail intemalisation.
What is the strategic rationale for forming alliances?
Comment on the franchising system as a widely used distribution control strategy.
Elaborate on the benefits and costs of vertical integration.
Discuss the key issues in the increasingly important area of channel conflict.
Do you agree with the statement 'shopping from home will never dominate traditional retailing'? Why?
OUtline the key facets of a channel conflict management strategy.
How can a company conduct an analysis of distribution systems?
What is the role of loyalty relationship schemes in the balance of power between manufacturer and retailer?
What is the background to the manufacture-retailer power struggle?
Discuss issues related to category EDLP.
Why are retailers adopting EDLP?
How can meaningful brand innovation be achieved?
Comment on the development of 'power brands' and niche brands as well as the demise of 'half-hearted' brands.
What are the reasons behind the new trend referred to as 'brand cull'?
How can a company monitor brand value and judge brand management performance?
How does consumer memory affect brand heritage?
What is brand archaeology?
Name some of the advantages and disadvantages may arise if a company establishes a manufacturing licensing contract.
Devise a framework for joint venture analysis.
Comment on some key advantages and risks associated with a brand extension strategy.
Discuss some of the key current and future developments in packaging.
Discuss the concept of brand equity.s How can brand identity be used as a major asset in a product differentiation strategy?
Defme 'brand stimulus development' and comment on its implementation process.
Comment on the most common criticisms of packaging.
In recent times, packaging has become a potent marketing tool. Welldesigned packages can provide convenience value for the consumer and promotional value for the product. What factors have contributed to packaging's growing use as a marketing tool?
How might the points made by Brierley in his article change the traditional NPD model?
What is category management and what are its implications for marketing?
What is the traditional approach to the NPD process?
What is a GIS and how can it help the marketer?
What are biographies?
Why has transactional data become available and what help can it provide for marketers?
What does the issue of •control' mean for consumers and marketers?
What issues are involved in the debate on privacy and how mi ht they affect the development of relationship marketing?
What are the implications of technological developments for market research?
What other examples are there of technological developments in marketing research and how might they affect research?
What methods are used to collect data in panel research and what are the implications for accuracy?
What is a consumer panel and what is its role in marketing research?
What can organisations do to improve outside research quality?
What are the characteristics of good marketing research?
What are the characteristics of group discussion and do you agree with the cynical views expressed in the clipping?
What are the characteristics of personal surveys and do you agree with the cynical views expressed in the clipping?
What are the characteristics of telephone surveys and do you agree with the cynical views expressed in the clipping?
What are the characteristics of postal surveys and do you agree with the cynical views expressed in the above clipping?
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