Questions and Answers of Marketing Management Knowledge

How has the research report changed in recent years? Why has it changed?
TouchWell is a large health insurance plan serving major markets in Texas, including Dallas / Fort Worth (DFW), Houston, Austin and San Antonio. TouchWell is attempting to adapt to a changing health
Go to https://insights.gfk.com/ces2020 and view the presentation. Comment on its effectiveness. What key points did you get out of the presentation?
Distinguish between multiple discriminant analysis and cluster analysis. Give examples of situations in which each might be used.
The following table is a discriminant analysis that examines responses to various attitudinal questions from cable TV users, former cable TV users, and people who have never used cable TV. Looking at
Explain what predictive analytics encompasses. Provide examples of some marketing problems to which you might apply predictive analytics.
Describe the steps in the predictive analytics process.
A blood pressure reading of 120/80 is an example of what?a. Processing informationb. Informationc. Raw datad. Data mining
At Vancouver General Hospital, purchasing procedures use forms that are handwritten and carbon-copied. What characteristic of useful information is most likely violated?a. Timelyb. Relevantc.
What is charismatic leadership?
Define communication and explain how it relates to soft skills and management careers.
1. Why did Domino’s posting of an apology video to their corporate website fail to manage customer dissatisfaction when the same video posted to YouTube had an immediate and positive effect?2.
What is the tendency to ignore external causes of behaviour and to attribute other people’s actions to internal causes?a. Attribution theoryb. Defensive biasc. Self-serving biasd. Fundamental
Compare the perception of recognition received and given between employees and supervisors.
What do we call anything that interferes with the transmission of the intended message?a. Feedbackb. Noisec. Jargond. Encoding
Use attribution theory, the defensive bias, and fundamental attribution bias to explain how people perceive others.
How can an organization assume some of the responsibility for successful communication by making it clear from their behaviour that they are listening carefully to what the speaker has to say?a.
Explain how managers can encourage broad-based upward communication.
Describe what control is and what it is not.
1. How can Gap set standards of performance given the new face of retail?2. How much control and what types of controls should be in place to help Gap recover its design creativity while maintaining
Control requires daily, weekly, and monthly attention from managers if performance levels are to be maintained at the standard. This constant attention makes control what type of process?a.
Describe what standards are and explain how managers set standards.
If a company is very careful about whom they hire and screens job applicants on the basis of their abilities as well as their attitudes and values, they are likely using what control method?a.
Explain why control is considered a dynamic and cybernetic process.
The amount by which company profits exceed the cost of capital in a given year is called what?a. Income statementsb. Financial ratiosc. Cash flow analysisd. Economic value added
Describe Moore’s law and evidence of its existence.
1. Describe the characteristics of useful information to the Vancouver Coastal Health Authority. (i.e., When is information useful to VCH?)2. Discuss the costs of information as they relate to the
How do companies sustain competitive advantage through IT?
By data mining health care records, doctors are very likely to find instances where two or more database elements occur together in a significant pattern, but one of the elements precedes the other.
What is productivity and why does it matter?
1. Louis Vuitton Moët Hennessy (LVMH) produces high-quality luxury and ultra-luxury items. Customers pay a premium for goods that are hand-made and exclusive—customers want a bag that took 30
What level of processing is required of Louis Vuitton’s manufacturing operations?a. Make-to-order operationb. Assemble-to-order operationc. Make-to-stock operationd. Manufacturing operation
What would it be called if Louis Vuitton implemented a data-driven approach and methodology to eliminate defects from products with a goal of having no more than 3.4 defects per million units?a.
Louis Vuitton routinely runs out of inventory within their über-luxury lines. What is this called?a. Inventory turnoverb. Stockoutc. Average aggregate inventoryd. Holding cost
Explain service recovery and empowerment as it relates to customer service.
What is inventory and how is it typically measured?
Describe the Japanese system of Kanban.
How is it determined which inventory system should be used?
What is it called when workers deliberately restrict their output?a. Time studyb. Soldieringc. Bureaucracyd. Synergy
1. Which management idea(s) is most relevant to this example? 2. Describe the elements of a bureaucratic organization.3. Discuss the approach to management that sees employees as organizational
Timing how long it takes a “first-class man” to complete each part of his job is the basis of which study?a. Time studyb. Motion studyc. Hawthorne studiesd. Contingency approach
What is another term for a system of consciously coordinated activities or forces of two or more persons?a. Bureaucracyb. Synergyc. Systemd. Organization
Describe the origin of just-in-time inventory systems.
What are the advantages of adopting a systems view of the organization?
How would elements of scientific management, bureaucratic and administrative management, and human relations management be applied by managers of a fast-paced parcel delivery company?
Why are firms increasingly relying on experiences to differentiate their market offerings?
Why do some companies acquire innovations from other firms instead of or in addition to developing their own products?
Luxury outerwear apparel brand and retailer Canada Goose will no longer manufacture products with fur after next year. Its announcement followed similar pledges from fashion houses Gucci and Chanel
What is catalog marketing? How do retailers use catalogs in an increasingly digital retail environment?
Identify three actions a company can take to help bring the marketing and sales functions closer together.
Why is salesperson motivation important? How do sales managers motivate salespeople?
In 2020, Pharrell Williams launched an all-gender, all-race skincare line called Humanrace, sold exclusively through its website (www.humanrace.com). The skincare line had three vegan and sustainable
From an ethics standpoint, discuss Humanrace’s focus on sourcing high-quality, vegan ingredients and post-recycled, reusable packaging instead of developing products that keep costs down. Discuss
What should brands be aware of if they want to be authentically aligned with the LGBTQ community? Provide an example of a brand that supports LGBTQ Pride in an authentic way.
How would the buyer decision process for a sports fan preparing to buy a pair of gloves to wear in the stands at a professional hockey game differ from that of a snowboarder purchasing a pair of
Compare CoverGirl’s “I Am What I Make Up” ad campaign to Glossier’s #BodyHero campaign featuring the WNBA stars. Identify similarities and differences in their uses of influencers.
A recent retailing movement is cashless stores, which align with the consumer trend away from cash purchases in favor of purchases with debit cards, credit cards, or electronic payments like Apple
What is customer-centric new product development? Provide an example.
When do firms engage in business analysis as part of the new product development process? What happens during this step? Why is business analysis an important step in the process?
Discuss why Instagram is a popular social media platform for marketers.
Cosmetic brands that are trying to reach female Gen Z consumers are connecting with them via one of their favorite activities: online gaming. Brands are offering products to customize avatars,
What does PESTLE stand for? Provide an example of how each factor might impact marketing decisions in global environments.
What factors influence a company’s level of standardization or adaptation of products and marketing across global markets?
Consider different organizational structures to support global marketing. How are companies with global marketing organizations different from companies with export departments and companies with
What is customer brand advocacy? Why is it important to brand managers?
How did the COVID-19 pandemic impact markets and marketing? In the aftermath of the pandemic, are things returning to the way they were before? Why or why not?
What is the Internet of Things (IoT)? How does it impact consumers and the marketers who serve them?
Visit the GORE-TEX website and discuss how well the brand balances the three considerations underlying the societal marketing concept. To what extent has GORE-TEX shifted from the pure marketing
The Global Grooming division of Procter & Gamble, which includes Gillette, is experiencing challenges from consumer trends and upstart digital competitors. Gillette and close competitor Schick
Identify the two steps involved in business portfolio planning. Explain why each step is important.
Why would a firm sell a major brand or business to another firm? Please provide an example.
The 15 Percent Pledge calls on retailers to increase the shelf space allocated to Black-owned brands to at least 15 percent to reflect the approximate percentage of the Black population in the United
Why do companies segment markets? How does market segmentation relate market targeting?
One criticism of the four Ps is that they take the seller’s view of the market, not the buyer’s view. Briefly describe the four As, which take the buyer’s view of the market.
How should marketers respond to unpredictable disruptions from the natural environment?
Briefly describe the consumer movement toward environmental sustainability. Provide two specific examples of brands that have responded to this trend.
Target built upon its brand promise “Expect More. Pay Less.” to launch a campaign under the tagline “What we value most shouldn’t cost more.” Discuss how the campaign’s tagline aligns
Games like Fortnite and Roblox provide virtual spaces for consumers to explore different worlds and spend time with friends. During the pandemic, consumers migrated to digital environments to fulfill
In May 2020, amid many protests over police killings of Black Americans, many brands posted messages of support for the Black community and for the Black Lives Matter (BLM) movement. On June 2, 2020,
Is the Black Lives Matter movement a marketing issue? How are customers likely to react to companies that do or do not support the movement and back their commitments to diversity, equity, and
What is a marketing information system? Why does it matter to marketing decision makers?
How do companies use internal databases? What challenges do internal databases present?
What is the goal of competitive marketing intelligence? How do companies gain competitive marketing intelligence?
What is behavioral targeting? Provide an example.
Are behavioral and social targeting initiatives that target consumers based on their activities harmful or helpful? Defend your response.
How would a researcher at Amore Pacific determine if the results of its survey provided accurate estimates of the target market’s thoughts and behaviors?
How might a marketer like Amore Pacific use neuromarketing to better understand its customers? Would such an approach be more useful than surveys in assessing the effectiveness of messages and images
How do subcultures affect consumer purchase decisions? Provide an example.
Provide examples of a situations in which environmental disruptions affected consumer attitudes and buying behaviors.
Why do marketers want to understand the customer journey? Provide an example of a customer journey.
What is derived demand, and why is it important in business-to-business marketing? Provide an example.
Assess the Beyond Meat burger using each of the five characteristics identified in the chapter as especially important in influencing an innovation’s rate of adoption. Given its performance on each
To build on its reputation for accessible luxury body care, online skin care and beauty products marketer Glossier recently showcased eight WNBA players in its digital marketing campaign to launch
Name and briefly describe four different ways of segmenting consumer markets.
What is hyperlocal social marketing? Why might a retailer use this approach?
Describe how marketers segment business markets. Provide an example.
Describe intermarket segmentation. How does it compare to other ways to segmenting international markets?
Explain why a company might use a differentiated marketing strategy. Provide an example. What is the downside?
Why do firms need to make choices about how many and which competitive advantages to promote?
Should YouTube target children with YouTube Kids? Why or why not?

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