Nonprofit Marketing Marketing Management For Charitable And Nongovernmental Organizations 1st Edition Walter Wymer , Patricia Knowles , Roger Gomes - Solutions

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Assume that you are a marketing manager for a large hotel chain with outlets in popular tourism sites around the world. You are concerned about the effects of current consumer trends, including changing ethnic populations, changing roles of men and women, increased concern for time and for the
Sometimes advertising or other marketing activities cause problem recognition to occur by showing consumers how much better off they would be with a new product or by pointing out problems with products they already own.For the following product categories, what are some ways marketers might try to
Using one of the products in question 2, what can marketers do to make sure that consumers going through each step in the consumer decision process move towards the purchase of their brand? Hint: think about product, place, price and promotion strategies.
This chapter indicated that consumers go through a series of steps (from problem recognition to post-purchase evaluation) as they make purchases. Write a detailed report describing what you would do in each of these steps when deciding to choose one of the following products:a. Mobile telephoneb. A
Assume that you are the vice president of marketing for a car maker. You know that internal factors such as perception, motivation, learning, attitudes and personality influence consumers’ decision making. Develop a report that describes these internal factors, why each is important in the
Online games like The Sims and EverQuest attract thousands of people around the world, many of whom spend virtually all of their free time hunched over their computer monitors. Advocates of online gaming point to the social benefits, including an outlet for creativity and the opportunity to
Behavioural targeting involves tracking where people go online and then feeding them advertising information that’s related to what they’re looking for. While proponents of this approach argue that it’s a very efficient and convenient way for people to conduct an information search, others
We noted in this chapter that consumers often use country-of-origin as a heuristic to judge a product. Sometimes this tendency can backfire. While one study found that around the world ‘the Golden Arches are now more widely recognised than the Christian cross’,53 the strong link between
In different cultures, perceptions about the proper roles for men and women, that is, sex roles, can vary greatly.What are some ways you think sex roles may differ in the following countries, and what are the implications for global marketers?a. UKb. Bahrainc. Japand. Holland.
Retailers often place impulse purchase items such as magazines and chocolate bars near the entrance to the shop or near the checkout area. How would you describe the decision process for these products? Why are these locations effective?
Millions of consumers around the globe use eBay to supplement their incomes or as their primary source of income. What do you think of the future of sites such as eBay? What opportunities does eBay provide for twentyfirst century entrepreneurs?
What are the core values of your culture? How do these core values affect your behaviour as a consumer? What are the implications for marketers?
Demographic or cultural trends are important to marketers. What are some current trends that may affect the marketing of the following products?a. Housingb. Foodc. Educationd. Clothinge. Travel and tourismf. Cars.
How do culture and subculture influence consumer behaviour? What is the significance of social class to marketers?
Explain what is meant by lifestyle. What is the significance of family life cycle and lifestyle in understanding consumer behaviour and purchasing decisions?
What are the three components of attitudes? What is personality? What are some personality traits that may influence consumer behaviour?
What is behavioural learning? What is cognitive learning?How is an understanding of behavioural and cognitive learning useful to marketers?
What is motivation? What is the role of motivation in consumer behaviour?
Apart from producing reports and naming and shaming, what other actions could Greenpeace and other organisations take?
Who should be policing the reduction of toxic substances in the production of consumer products if not Greenpeace?
To what degree do you think the beauty industry in these two countries have shaped consumer preferences as opposed to simply reflecting them?
How great a role should plastic surgery have in promoting better self-esteem and confidence?
What do you think?
Do you think marketers should feel good or bad about kids being so anxious to buy their new products?
What would you suggest to put a stop to the illegal human egg trade?
Who should be responsible/ blamed for the situation?
Neuromarketing has been criticised on ethical grounds with concerns relating to the use of neuroscience for commercial gains and its detrimental effects for consumer behaviour. Can you think of ways in which neuromarketing can be used to better serve the discipline of marketing and society?
Can you identify the limitations presently effecting neuromarketing research and make suggestions to improve future research?
What advantages does neuromarketing offer over more traditional marketing research methods and for which type of consumer behaviour questions might this type of methodology be most appropriate?
Design an appropriate sampling plan.
How will you ensure high validity, reliability, and representativeness of the data?
What is the most appropriate way to collect the data? Justify your choice.
What type of research design do you recommend for addressing that problem, and why?
Undertake preliminary secondary research, for example by looking at company and market reports in order to get a better initial insight into the company. Try to identify problems which the company is facing and areas where performance could be improved. Now pick and define one specific problem they
What is your opinion of the different websites you used? How useful are they to marketers? How easy were they to navigate?Was there information that you wanted that was not available? Was there more or less information from the sites than you anticipated? Explain.
How does your city or town compare to the demographic characteristics of the entire UK or Dutch or Danish population?
Describe the population of the area in terms of age, income, education, ethnic background, marital status, occupation and housing.
What is the total population of your city or town?
What is a marketing information system (MkIS)? What types of information are included in a marketing information system? How does a marketing decision support system (MDSS)allow marketers to easily get the information they need?
If so, when in the direct mail, email or street interview should the respondent be told they will be asked for money?
Should sugging and frugging activities be allowed?
Have you ever been sugged or frugged?
Is it an acceptable strategy to gain brand awareness by irritating and annoying?
Is it a legitimate business practice for big retail companies to use their databases to gain competitive advantage over other retailers?
What decision(s) do you recommend?
What factors are important in understanding this decision and situation?
What are your specific recommendations for implementing the strategy?
Based on this information, what overall market entry strategy do you recommend for your firm, i.e. exporting, contractual agreement, strategic alliance or direct investment?
What is the country’s political climate? Are there obvious political risks?
What is the country’s investment climate?
Describe the economy of the country.
What are the physical characteristics of the country (geography, weather, natural resources and so forth)?
Develop a report based on your findings and conclusions about the firm. Present your report to your class
Is it fair to communicate a healthier strategy to the customers and launch unhealthy products at the same time?
Who do you think should regulate the food sector and how?
What advantages are associated with Visa Europe’s localisation strategy?
What are the key environmental factors that influence Visa Europe’s marketing?
How would such a strategy work in the UK (where Wal-Mart controls ASDA) and Scandinavia?
What are your major criticisms of each of the websites? What would you do to improve each site?
Do you think the firms are targeting specific market segments? If so, what market segments? What features of the website give you that idea?
Which firm has the better website? What makes it better?
What problems do Ocado face in matching supply and demand?
How could Ocado update prior research to understand its customer needs better and identify customer segments for targeted marketing?
What are some of the ways the more traditional supermarkets compete and which Ocado has undertaken?
What are some of the environmental factors which are increasing the use of online shopping?
Trace the evolution of the marketing concep?
Who is more in the right? The vicar? Playboy? The shops?
Do you think it is ethical or unethical to distribute these products in these shops?
What’s your opinion on how much marketers create or simply serve needs?
Is this reasonable exaggeration which most consumers understand or a misleading way to generate sales
What do you think?
Discuss the pros and cons of there being a law on forcing companies to be socially responsible.
How much do you think consumers are sceptical of companies’ green credentials?
What is your opinion about greenwashing in general?
How much does a greener company make you keener to work for them?
How much does a greener product make you keener to buy?
Do you think ‘being green’ should come with a ‘premium’?
What do you think of the development of websites such as Facebook and Bebo?
Do you think companies checking up on applicants’ personal lives is right?
What benefits would Teens-USA receive from collaborating with a corporation?
What benefits would a corporate partner receive?
What companies would be attractive partners for Teens-USA?
Should Michaels make a counteroffer? If so, what should it be?
Should Michaels accept the corporation’s offer? Why or why not?
Enter www.conenet.com/Pages/cause_brand.html and read how corporations can benefit from collaborating with nonprofit organizations.
Enter www.charityvillage.com/cv/research/rcaus.html and read the series of short articles.
Enter www.cavill.com.au/pages.asp?area=9&page=55. Review how the business sector’s involvement with the nonprofit sector has evolved over the past 20 years.
Enter www.pfdf.org/collaboration/challenge/, then look over the worksheets as if you are a nonprofit manager interested in forming alliances with businesses. This activity should give you an idea of the range of planning involved.
Describe factors that influence consumer purchase intentions toward a brand-associated CRM program.
Describe factors that influence consumers’ attitude change when they are exposed to CRM appeals.
Describe the process a nonprofit manager can use to recruit a business supporter.
What characteristics should a nonprofit manager look for when searching for a consultant to help find a corporate partner?
What guidelines should a nonprofit manager follow in setting objectives for a collaborative program with a corporate supporter?
Describe guidelines a corporate manager should use in setting objectives for a program with a nonprofit organization.
What are the risks nonprofit managers face when partnering with a corporation?
What benefits do corporate managers expect from supporting a cause?
What benefits can nonprofit managers expect from corporate support?
Why are nonprofit managers increasingly looking for support from the business sector?
Describe two sources a nonprofit manager can use to find a corporate supporter.
Define licensing agreement.

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Nonprofit Marketing Marketing Management For Charitable And Nongovernmental Organizations 1st Edition Walter Wymer , Patricia Knowles , Roger Gomes - Solutions

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