Questions and Answers of Foundations of Marketing

How and why would a retailer use micro-marketing?
Various methods are used to target markets. Identify the typical customer for each of the four methods discussed in the text.
A news article on the Internet suggests that Sony is thinking of repositioning its PlayStation 4 game console into a computer. Do you think that Sony can do this successfully? Give reasons. Do you
Why should marketers consider repositioning their brand? Explain what is meant by repositioning and what are the major challenges and risks inherent in repositioning.
What is a perceptual map? How is it used in developing positioning strategies or to identify market opportunities?
List four types of strategies companies could use to position their products or services in the marketplace. When Home Depot says, “you can do it, we can help”, what type of positioning is it
Explain the difference between positioning and a positioning statement. Why do you think marketers find market positioning one of the most difficult aspects of the STP process? How can marketers try
List the four types of targeting strategies companies can use to serve selected market segments. What are the main points to consider before selecting one or more of these strategies? What are the
Describe the segmentation bases you think Coca-Cola used to develop its target segment. What kinds of products do you think this segment was buying before Coca-Cola introduced its Coke Zero brand?
List the bases that can be used to segment a market for a product or service. Which of these bases is considered to be the most difficult to use and which is the easiest? Why?
Outline the steps in the STP process. What are some of the key decisions marketers have to make at each step?
How do segmentation, targeting and positioning add value to a company’s value proposition?
1. Describe how you would expect firms to interact with UPS. Use the steps in the B2B buying process discussed in the chapter to facilitate your discussion.2. Manufacturers, resellers, government,
Mark’s, a Canadian company that currently operates mainly in the B2C market, has hired you as their government-business relations officer with the primary task of helping the company move into the
Browse Public Works and Government Services Canada website (http://www.pwgsc.gc.ca) to learn more about the how you may sell goods and services to the federal government. Using the information on the
You are the owner of a mid-sized company (about 450 employees) that has a call centre that specialises in providing 24 hours a day technical support for individual computer owners. On day a sales rep
Cognos has developed a new business intelligence application that they would like to sell to some of their existing customers. You are part of the sales team. How would your approach to selling to an
You have recently been hired by Cognos, as a salesperson for its suite of business intelligence applications. Pick one prospective company you plan to sell to and explain how you would go about
You have just started to work in the purchasing office of a major oil processing firm. The purchasing manager has asked you to assist in writing an RFP for a major purchase. The manager gives you a
Nike manufactures shoes and sportswear. How has the Internet changed the way this company communicates with its suppliers and retail customers?
Describe the organisational culture at your school or job. How is it different than the last school you attended or the last job you had?
How does understanding the organisational culture and buying centre’s culture of a potential B2B customer help a salesperson trying who is targeting that organisation?
In the text, it is claimed that the 6-step B2B buying process is similar to the 5-step B2C buying process. How would you go about reclassifying the B2B process to fit the B2C process?
Explain how understanding the role, structure, and behaviour of a buying centre may help a marketer to sell to B2B buyers.
Explain the concept of the buying centre. What factors may influence the behaviour of the buying centre? What is the role of gatekeepers in buying centres and how do they influence the buying
List five specific ways in which the Internet has enhanced B2B buying and decision-making.
What are the key bases for distinguishing between new buy, modify buy, and straight rebuy? Support your answer with three clear examples.
Explain why all B2B purchases may not go through all the stages of the B2B buying decision process and why some may go through the process in a more systematic and rigorous manner. Give examples of
List and discuss the unique characteristics of B2B markets relative to B2C markets.
Explain how marketers may use NAICS Codes to segment B2B markets. List two other ways marketers may use to segment B2B markets. Support your answer with appropriate examples.
Visit the Harley-Davidson Web site (www.harley-davidson.com) and review the information provided about its Harley Owners Group (HOG). Describe the efforts the company makes to maintain customer
Nike has developed a new shoe for long-distance runners designed to minimize wear and tear on the joints and tendons. Develop a theme for an advertising strategy that covers all three components of
Identify and describe the three social factors that influence the consumer decision process. Provide an example of how each of these might influence the purchase of the necessary products and
When evaluating different alternatives for a Saturday night outing at a fine restaurant, explain how a consumer would use decision heuristics to narrow down the choice of restaurants. Give examples
Culture is one of the most important but least understood influences on consumer buying decisions. Explain how marketers can ensure that their marketing efforts are suited to their culturally diverse
Perceived risks are a key determinant of consumer buying decisions. Explain what is meant by perceived risks and identify tactics marketers could use to mitigate these risks.
Briefly explain how social and situational considerations influence customer buying decisions.
How can marketers use Maslow’s Hierarchy of Needs model to develop successful marketing programs for their target market?
What marketing tactics could be used to break through customers’ selective perception i.e., selective exposure, selective attention, selective comprehension, and selective interpretation?
Briefly explain the types of consumer buying behaviour and describe strategies marketers could use to facilitate consumer purchasing in each case. Give examples of products you would classify as
What are the primary factors that affect consumers’ search processes? What marketing strategies can marketers employ to ensure that customers get the information they need in order to make their
List the five steps of the consumer buying decision process. What should be the primary focus of the marketing strategy at the alternative evaluation stage? The purchase stage?
Give three reasons why it is important for marketers to understand the factors that influence consumers’ purchasing decisions.
1. Briefly explain what are the competitive advantages of Kobo’s e-book system. Are these advantages sustainable over time?2. What factors in Kobo’s microenvironment do you think are responsible
You have recently been hired by a major department store in its marketing department. Your boss informs you that you are going to supervise a field research study being conducted. You arrive at your
Why should Canadian companies selling goods in the United States care about the value of the US dollar?
Do you feel as if firms are invading or could invade your privacy? Why or why not?
Identify some of the changes in the gender landscape. Describe how they might affect the marketing practices of (a) men’s apparel retailers, (b) do-it-yourself home improvement retailers, and (c)
The Chinese and South Asian consumer segment is rapidly growing in Canada. What opportunities and challenges does this trend pose for food and grocery retailers? What strategies could they use to
Why is understanding cultures and subcultures so important in marketing?
How do changes in the value of the Canadian dollar vis-à-vis the US dollar affect Canadian companies that sell to American consumers?
Why should marketers care about engaging tweens quickly and sincerely?
Besides language, explain why using the same advertisement for Ontario and for Quebec wouldn’t be equally successful.
List some of the important social and natural trends affecting the Canadian market.
If a store permanently offers extended shopping hours, what macro environmental factor(s) are they appealing to?
List five ways in which Baby Boomers, Generation X, and Generation Y are different.
List and describe the elements of a firm’s macro environment.
List the two elements a firm must assess before looking externally i.e. the micro environmental factors.
1. Explain Netflix’s marketing strategy. Can it sustain its competitive advantage? Why or why not? 2. Perform a SWOT analysis for Netflix. What are its biggest threats? Which opportunities
Petro-Canada is considered a progressive company in terms of its values and the mission statement that drives its business. Visit its website (http://www.petro-canada.ca) and review the portion that
Imagine that you have just developed and launched a new sports bike for cycling enthusiasts and your business has become an instant success. You would like to capitalize on this success and fame to
Select a company with which you are familiar or search online to find a company that has pursued a diversification strategy as one of its growth strategies. How successful was the company’s
Visit the website of your bank and try to identify how it uses STP to develop various types of bank accounts (products) and charge different fees (price) for different types of accounts.
Pick your favourite product, service provider, or retailer. How do they add value through the implementation of the 4Ps?
Describe the primary target markets for the Toronto Blue Jays, Victoria’s Secret, and Gatorade. How do these three firms position their products and services so that they appeal to their respective
Perform a SWOT analysis for your college or university.
How has WestJet created a sustainable competitive advantage?
Explain why in the BCG Matrix all products start out as questions marks and either end up as stars, cash cows or as dogs.
What are the four components of the BCG Matrix? When would “stars’ be preferred over “cash cows”?
Identify and describe four macro strategies that firms could use to grow their business. What other strategies could companies use to compete in the market?
Describe the four growth strategies that firms typically pursue. Use a fast food restaurant or a grocery chain in Canada (e.g., Loblaws, Safeway, or Food Basics) to illustrate each of the four growth
Why are segmentation, targeting, and positioning (STP) crucial for identifying and evaluating market opportunities? How does STP influence the development of the marketing mix – 4Ps?
What type of information is required to conduct a SWOT analysis and where do marketers typically look for this information?
What does SWOT mean? List two benefits of SWOT analyses. What do think the differences are between a SWOT analysis for the entire firm and a SWOT analysis for a product?
What is meant by a mission or vision statement? What purpose does a mission statement serve and how does it influence marketing planning?
Briefly describe the activities involved at each of the three phases of the marketing planning process: (1) planning, (2) implementation, and (3) control.
1. What factors do you think are responsible for the phenomenal success of lululemon? Are the reasons for its success sustainable over the next decade?2. Why do you think that the fallout from The
Montreal’s Biodome (http://www2.ville.montreal.qc.ca/biodome) has developed an excellent reputation in international scientific and cultural circles for the diversity of its collection. Visit
Happy Planet (http://www.happyplanet.com/), a Vancouver-based organic juice producer is an emerging player in the organic beverage market supplying all of Canada and some of the U.S. with organic
Visit the website of Rogers Communications (http://rogers.com/) and compare the 4Ps marketing mix for its BlackBerry Bold Series and BlackBerry Tour Series. What factors might explain the differences
Mercedes-Benz manufactures the Smart Car, which sells for around $16,000, and the SL 65 AMG 2-door Roadster for over $100,000. Is Mercedes providing the target markets for these cars with good value?
Choose a product that you use every day. Describe its 4Ps.
When apparel manufacturers develop marketing strategies, do they concentrate on satisfying their customers’ needs or wants? What about a utility company? A cellular phone company?
Discuss the main elements of value-based marketing. List four ways in which marketing helps to create value.
Explain how a strike at one of the company’s supplier firms or a new technology would influence the company’s marketing efforts?
Is the marketing mix (4Ps) enough to guarantee successful marketing? Explain.
What is marketing and why is it important?
You were sitting in the school cafeteria yesterday, and a young man from your marketing class, whom you don’t know well, asked if he could sit down. He then started telling you about this very cool
A hotel runs several advertisements in the student newspaper of a local university, promoting its Sunday brunch menu. The ads increase the number of people visiting its restaurant, but only slightly.
Assume that the contemporary apparel company rag & bone has embarked on a new IMC strategy. It has chosen to advertise on TV during the NBC Nightly News and in print in Time magazine. The message
Why have so many brick-and-mortar retailers adopted a omnichannel strategy?
Assume you have been given some money but told that it must be invested in a retailer’s stock. In which type of retailer would you choose to invest? Which specific retailer? Provide a rationale for
Assume that AG, the designer jeans company, has decided to sell expensive wristwatches for men and women. What factors should it consider when developing its strategy for choosing retail partners?
You were recently hired by a multi channel retailer that promotes itself as an American firm selling only American-made goods. The products featured in advertising and in catalogs tell stories of the
Based on the evaluation you developed for Question 3, provide responses to the ethical decision-making metric from Exhibit 4.6. Provide a rationale for your score for each question.
Imagine that you have just been hired by the school newspaper to sell ad space. You are asked what you think would be a “fair” compensation package for you. Using the information from the
Similar to the way a sales manager evaluates a salesperson, your instructors evaluate your performance to assign you a grade. Choose one of your classes and analyze the advantages and disadvantages
Imagine that a time machine has transported you back to 1961. How was a day in the life of a salesperson selling appliances such as washing machines different in 1961 than it is now?
All of the following are service quality dimensions related to follow-up except a. Ethicsb. Reliabilityc. Tangibles d. Responsivenesse. Empathy
One of the advantages of personal selling over other types of marketing communication is that a. Salespeople can build strong relationships with customers.b. Personal selling almost always costs

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