Questions and Answers of Marketing Management Knowledge

Segment the U.S. deodorant market. Describe each of the major segments and subsegments. Pick two different deodorant brands and compare who they target and how they are positioned.
Cameo offers a platform for consumers and businesses to hire celebrities of varying levels of notoriety to create short, personalized videos. Last year, the platform facilitated 1.3 million
Does Cameo have a responsibility to audit the fees and set policies that help minimize disparities between genders? Defend your position.
What are the three levels of a product—and the value added at each level—that marketers must consider as they develop products (bundles of benefits that satisfy consumer needs)? Provide an
What are the four types of consumer products? How do marketing considerations vary by consumer product type?
What are industrial products? Briefly describe the three groups of industrial products.
What is co-branding? What are its advantages? What are its disadvantages or limitations?
Select a local retailer and describe its service profit chain. What would you improve, if anything?
Is it problematic if brands from different categories have the same purpose? For example, if Coca-Cola (a beverage brand) and Gap (a clothing brand) both aspire to improve water efficiency, does it
Juneteenth (representing June 19, 1865) was recently declared a federal holiday. The holiday acknowledges the end of slavery in the United States. In response to substantial recent social movements
In your opinion, is it proper and ethical for brands to use the Juneteenth holiday to promote their brands or sales? If you were advising a firm, what would you recommend?
What is concept testing? Provide an example.
Give examples of external sources that might be used to generate good new product ideas for companies.
Describe the R-W-W (real, win, worth doing) new product screening framework. How is it used?
Visit http://ideas.lego.com. How does LEGO use crowdsourcing to find innovative new product ideas?
In small groups, research the AirPop Active+ Halo face mask. Where is this product in the new product life cycle? How does the product relate to trends in the marketplace?
DNA travel gained popularity as people gained DNA test results from companies like 23andMe. People wanted to take adventures to explore their heritage and connect with distant relatives. In response
Virgin Galactic, SpaceX, and Blue Origin are among companies that are offering or plan to offer space tourism experiences to paying customers. The costs associated with crafting and operating space
If the discretionary funds were available to you, would you be an early adopter of space tourism? Why or why not? Support your answer.
What factors should firms consider as they set the floor and the ceiling for prices? How do firms ultimately set prices between the floor and the ceiling?
What is customer value–based pricing? How does it compare to cost-based pricing?
What is competition-based pricing? What principle should guide decisions about prices to charge relative to those of competitors?
What is the demand curve? Why do companies consider it when they set prices?
Identify and briefly describe three major public policy concerns related to pricing.
You earned money painting houses over summers for the past five years and have saved $75,000. As summer ends, one of your house painting colleagues suggests that you start your own business that
How many additional drivers must Rock Bottom sell to break even on this promotion? Assume the $9,000 spent on banner ads is the only fixed cost associated with this promotion.
The supply chain consists of upstream and downstream partners. Differentiate between upstream and downstream partners.
What is the difference in meaning among the terms supply chain, demand chain, and value delivery chain? Why is the difference important to marketing strategy?
How do decisions about marketing channels relate to other marketing decisions (for example, decisions about pricing, products, or promotion)?
Define disintermediation and channel disruption and describe how they affect the nature and design of marketing channels.
How do channel members add value?
Canada Goose has publicly committed to activities designed to make its practices more sustainable and to minimize the impact of its manufacturing process on the environment. However, faux fur
Define omni-channel marketing. How did the COVID-19 pandemic impact omni-channel marketing?
How are retailers using technology to improve the customer experience?
Retailers are increasingly adopting sustainable practices. Provide three examples of how retailers are engaging in more environmentally and socially sustainable practices.
Interpret your answers in the previous question. Is Kroger’s weekly stockturn rate good or bad? What factors should be considered to determine this?
The COVID-19 pandemic resulted in uncertainty and disruptions for many retailers. In a small group, describe how a local retailer might be better prepared for future disruptions. In your plan,
Upscale department store chain Nordstrom recently set its 2025 corporate social responsibility goals. Nordstrom made commitments to improve the environmental sustainability of its operations and
Upscale retailers that sell luxury and fashion goods have been criticized for promoting materialism and increasing waste. In your opinion, does Nordstrom’s public commitment to corporate social
What is content marketing? How are media types classified in content marketing?
Differentiate between informative advertising, persuasive advertising, and reminder advertising. When would a brand use each type of advertising?
How do firms know if they are spending the right amount on advertising?
Define salesperson and briefly describe the differences between order takers and order getters.
What are the differences between a territorial sales force structure, a product sales force structure, and a customer sales force structure? When might a firm choose to combine more than one sales
What is team selling? When is it used? What are the pitfalls?
What is digital marketing? Why is it important to marketers?
What are digital marketing personas? How are they used?
What is consumer omni-channel navigation behavior? Provide an example.
What is global marketing, and why is it growing?
Barcelona street vendors, or manteros, are known for selling unlicensed or counterfeit copies of shoes and handbags. Now, a cooperative of street vendors—the Popular Union of Street Vendors—has
What is sustainable marketing and why is it important?
What are some specific approaches marketers use to reduce environmental harm?
Briefly describe the three areas of deceptive practices. Why should marketers avoid deceptive practices?
Why do critics believe marketers create false wants? What are the counterarguments?
What is consumerism? What are traditional sellers’ rights? What are traditional buyers’ rights?
Suppose you are the champion for consumers with disabilities in your role on the inclusive excellence team at Enterprise Rent-A-Car. You recognize your role has the ability to impact the bottom line
Why is cohesiveness an important characteristic of work teams?
Describe global business and explain why companies want to go global.
What are the four positioning strategies according to Michael Porter?
1. Why does Canada have import tariffs and quotas for dairy, poultry, and eggs?2. Why are free trade agreements important to consumers? 3. The TPP involves 12 countries across 4 continents. As
Canada’s use of trade barriers to shield domestic dairy farms from foreign competition is an example of what type of policy?a. Trade agreementb. Protectionismc. Food safetyd. Foreign direct
The TPP will make the first step in the phase model of globalization significantly easier. What is that first step?a. Acquiring wholly owned affiliatesb. Forming strategic alliancesc. Using
What are trade barriers, why do countries impose them, and how is this a form of protectionism?
The TPP will make it easier for individuals to live and work outside their native country. What is these workers called?a. Expatriatesb. GATTc. Maastrichtd. Local adaptation
Why can Canadians get more for their money than those in many other countries?
1. Compare functional and product departmentalization structures for Eli Lilly as they attempt to introduce 20 new drugs to market by 2023. 2. Eli Lilly has acknowledged that in order to
At Eli Lilly, a product manager relies on employees from different functional departments (such as research, design, testing, and marketing) to work on the product lines they oversee. This is an
What is it called when the manager of accounting advises the manager of product testing about the prices of certain machines that are used in the testing lab? a. Line functionb. Line authorityc.
Compare a simple matrix structure to a complete matrix structure.
For Eli Lilly, work must be performed in succession, as one group’s or job’s outputs become the inputs for the next group or job. What type of task interdependence does this represent?a.
What is the chain of command? Describe the underlying assumption of chain of command.
What is empowerment and how can workers be fully empowered?
Define what a work team is and the value it brings to an organization with respect to teamwork and skill improvement.
1. Would a team be likely to resolve the issue at Royal Inland? 2. What type of team might be used at Royal Inland?3. Why is team cohesiveness important? What can Royal Inland do to promote team
What is it called when team members are taught how to do all or most of the jobs performed by the other team members?a. Cross-trainingb. Work teamc. Social loafingd. Groupthink
Describe the disadvantages of teams with respect to social loafing and groupthink.
What is it called when one or two people dominate team discussions, restricting consideration of different problem definitions and alternative solutions?a. Social loafingb. Teamworkc. Groupthinkd.
What type of compensation system would they be using if Royal Inland shared the financial value of performance gains such as productivity increases or cost savings with their workers?a. Nonfinancial
Why is cohesiveness an important characteristic of work teams.
What is the relationship between team size and performance?
Provide a general description of Canada’s employment laws with respect to the different levels of government in Canada.
1. Coopers & Lybrand had a policy of hiring only university graduates and was able to fire Richard Clark, even though he was very successful in his managerial role, for not having a degree. Is
Richard Clark’s promotion was an example of what type of hiring practice?a. External recruitingb. Succession planningc. Internal recruitingd. Job posting
At what point in the hiring process should Coopers & Lybrand have discovered that Clark did not have the education he claimed?a. Employment referencesb. Interviewsc. Selection testsd. Reference
What benefits are derived from human resource planning?
Richard Clark’s promotion was an example of what type of hiring practice?a. External recruitingb. Succession planningc. Internal recruitingd. Job posting
What are the four kinds of information collected from a job analysis?
What is the difference between employment equity in Canada and affirmative action in the United States?
1. Is the RCMP attempting to address diversity or employment equity? 2. Does the RCMP have to maintain a diverse workplace?3. Many current members of the RCMP do not approve of the recent
What is a variety of demographic, cultural, and personal differences among people in an organization called?a. Diversityb. Minoritiesc. Employment equityd. Social integration
The RCMP wants to attract women, visible minorities, and Aboriginal people. Hiring this way is an example of what?a. Glass ceilingb. Discriminationc. Deep-level diversityd. Surface-level
Describe the case for promoting workforce diversity.
The RCMP wants a work environment where all members are empowered to contribute in a way that maximizes the benefits to the organization, customers, and themselves, and where the individuality of
What are the nine diversity principles?
How are effort and performance related to motivation?
1. Describe how Nucor–Harris Steel’s compensation strategy leads to increased motivation from an expectancy theory perspective. 2. Nucor–Harris Steel relies almost exclusively on external
What motivation need is met by listing all 18,000 names in the company’s annual report?a. Equity theoryb. Intrinsic rewardc. Over-rewardd. Extrinsic reward
What motivation theory is met by having only four compensation plans for every employee in the entire company? a. Equity theoryb. Expectancy theoryc. Reinforcement theoryd. Goal-setting theory
If Nucor sales decreased to the point that bonuses could not be issued, what contingency of reinforcement would this represent?a. Positive reinforcementb. Negative reinforcement c. Punishmentd.
1. Describe the difference between leadership and management. Which CEO was more of a leader, and which was more like a manager?2. What leadership behaviours did the new CEO exhibit that helped turn

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