New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
marketing management knowledge
Management Of Marketing 1st Edition Geoff Lancaster, Paul Reynolds - Solutions
Many consumer markets in the developed world are fragmented and consumer product firms develop programmes to consolidate these markets. It is argued that the natural convergence in these markets facilitates consolidation. Discuss.
What is the meaning of globalization for marketing and what are the principle arguments for and against it?
What are the main factors management must consider when planning and organising a sales force capability for the firm in an overseas market?
What is the role and contribution of the sales force to the success of the firm involved in international marketing?
Examine the proposition that marketing internationally in emerging markets is so different from any other international marketing situation that it is insufficient for Western firms to develop the traditional practice of having countryfocused strategies, such as a “China strategy” and an
Why does the acceptance of a foreign order usually impose a proportionately heavier financial burden on the supplier than for a similar home market order?What steps can be taken to reduce this effect?
Outline the statistical and other International Market Research Information that is provided by the Government in order to assist potential exporters. What limitations or problems are apparent when preparing to use such sources?
How can firms begin to increase their involvement in international markets?Discuss the relative merits of the methods you describe.
Explain how overseas marketing differs from overseas trading?
Strategic marketing How do you view the scenario as put forward by Sheth that marketing should be viewed as one of co-ordination across an organisation’s functional units?How can it be implemented?Discuss the recent developments which collectively have become known as‘green marketing’ (i.e.
Quality How is marketing involved in the company wide process of total quality management?
Ethics Marketing has been criticised both on economic and ethical grounds. Discuss these criticisms, indicating how far you think they are justified.
Consumerism Discuss the notion that in a society that has embraced the concept of free enterprise, business should be allowed to get on with its wealth creating activities without interference from consumerists.
Use of marketing by non-profit organisations Marketing is increasingly being used by non-profit organisations such as colleges, libraries and political parties. What is the relevance of the marketing concept to the non-profit organisation and why are such organisations making more use of the
What internal sources of information might be useful in helping to produce short term sales forecasts? Give examples.
What are the main differences between moving averages and exponential smoothing?
What forecasting methods might be useful for long-term strategic planning?
Discuss the main principles of Bayesian forecasting. Demonstrate how it can be used in a practical way by marketing management.
Discuss the type of decision making that involve either subjective or objective forecasting.
What advantages do exponential smoothing forecasting techniques have, if any, over the method of moving averages techniques?
What is the difference between sales forecasting up to one year ahead of current time and the annual sales budget? Show how each contributes to the marketing planning and control process.
‘Good forecasting becomes a key factor in company success. Poor forecasting can lead to overly large inventories, costly price markdowns, or lost sales due to being out of stock’ (Kotler). Critically evaluate the above statement, using examples to illustrate the points being made.
What are the advantages and disadvantages of the various qualitative forecasting methods available to a market researcher wishing to forecast sales up to one year ahead of current time.
Describe the concept of a modern, integrated ‘marketing information system’(MkIS) and examine its usefulness in marketing decision making.
Examine the nature and role of a fully integrated marketing information system(MkIS) within the modern marketing firm.
Outline and discuss the stages within the marketing research planning process.
Examine the role and importance of ‘marketing research’ within the firms overall marketing mix.
Compare and contrast probability sampling with non-probability sampling.Under what conditions might a market researcher have no other choice but to use a non-probability sampling procedure?
List the advantages and disadvantages of using a telephone survey compared to a postal survey. Under what circumstances might a telephone survey be more appropriate?
Under what circumstances would qualitative research techniques be more appropriate to use than quantitative research techniques? Give specific examples.
Exploratory research has a specific role to play in the overall marketing research process. Examine this role and outline research techniques that might be utilised at the exploratory stage.
Use examples to illustrate how marketing research can aid marketing decision making.
Explore the main ethical aspects of implementing a full customer relationship management (CRM) scheme within a firm.
Explain the relationship between internal marketing and external ‘relationship’marketing.
Fully explain the concept of ‘Internal’ marketing?
Do forms really want to keep all of their customers for life? Discuss.
What do you understand by the term ‘life-time’ value of customers and how can this concept be used to evaluate the efficiency of a relationship marketing program?
Discuss the contention that the customer relationship management (CRM)concept is more of a step change in fundamental marketing philosophy than simply the application of computer database techniques to consumer profiles.
Explain how the development of Internet-based technologies has facilitated the adoption and application of the customer relationship management (CRM)concept.
What are the main component parts of a fully integrated customer relationship management system?
Compare and contrast the concept of ‘reverse marketing’ with the traditional marketing concept.
Explain the historical development of the relationship marketing concept from the end of the Second World War to the present day.
Discuss how the Internet is likely to develop as a direct marketing tool over the next 10 years.
Outline selling situations where direct personal selling is likely to be more effective than other direct marketing techniques. Justify your views by reference to specific examples.
Explain the term ‘multi level marketing’ and give the main reasons for its success as a direct marketing business process over the past 20 years.
Demonstrate how direct mail can be used with other direct marketing tools to form a cohesive and fully integrated direct marketing programme.
Trace development in the direct marketing industry from the beginning of the twentieth century to the present day.
Explain how the use of ‘incoming call’ telephone direct marketing differs in its role and use from ‘outgoing’ telephone direct marketing. Use examples to illustrate the points made.
Using examples, explain the role of direct response advertising within the overall marketing communications mix.
Give examples of marketing situations where the use of personal selling is likely to be particularly effective and important.
Examine the role and importance of personal selling within the ‘promotions’mix of the modern marketing firm.
How can the field sales force contribute to the process of achieving long-term relationships with customers through relationship marketing and customer care? Give specific examples.
The primary task of a sales representative is to sell the company’s products or services. What additional tasks could a sales representative be expected to undertake and how might they affect their selling role?
Planning is an essential part of the selling process. What should be included in the weekly calling plan, and what information should be recorded after each visit is made?
Explain why it is necessary for marketing management to set clearly defined, operationally measurable objectives when planning an advertising campaign.
Outline three conceptual advertising models of your choice and briefly discuss their practical use to marketing management.
Examine the role of direct marketing within an overall marketing communications campaign targeted at customers in: consumer markets, business to business markets, if possible use examples to illustrate the points made.
Define the term marketing communications mix and examine the integrated nature of all of the communications elements within the mix.
Explain how direct mail can be used to: generate sales leads; ‘follow-up’ a sales visit.
What form should a marketing communications evaluative procedure take?Outline a scheme for such an evaluation programme.
What are the advantages to an organisation of systematically evaluating the effectiveness of sales promotion expenditure with reference to clearly defined communication objectives?
‘The evaluation of advertising effectiveness is not worth the effort and cost involved’.Critically evaluate this statement.
Explain, using illustrations, what is meant by: the ‘source effect’; the ‘sleeper effect’.as concepts that can be applied in marketing communications theory.
‘Logistics management must be part of the strategic marketing plan if logistics is to play its full part in achieving marketing orientation within the firm’(Lancaster and Reynolds, 2004).Discuss the above statement in the context of a totally integrated business logistics system and in
Evaluate the importance of a fully integrated physical distribution system(business logistics system) to the successful application of the marketing concept within the firm.
Outline and discuss the four main components of a ‘systems approach’ to PDM.
Discuss the concept of service ‘elasticity’ and show how this concept can be applied by management when setting levels of service and how these are priced in the following sectors: the oil exploration sector; a company supplying the automotive industry.
Explain, using quantitative and non-quantitative examples, the idea that diminishing returns can sometimes be faced by marketing firms when raising the level of service provision to certain customers or market segments.
Why has the marketing function of physical distribution management (PDM)grown significantly in importance with organisations over the past 30 years?
Channel power: How has ‘power’ within retail channels switched from brands to retail chains over the past 30 years?‘Ultimately, the choice of channel(s) must be based on the long term balance of the benefits and the cost of that choice,’ McDonald and Christopher (2003).Discuss this
Distribution: In what circumstances would a company wish to adopt: intensive distribution, selective distribution, exclusive distribution?
Channels: What should an organisation consider when it contemplates changing its channel of distribution?
Retailing: How do you account for the fact that non-shop selling has, in recent years, been one of the fastest growing areas of distribution?
List and discuss the main business factors a firm would need to take into account when deciding to set a price for a product or service. Use specific examples where possible to illustrate the points made.
Explain the following approaches to the setting of price:1 the economists approach, 2 the accountants approach, 3 the marketers approach.Use specific examples to illustrate the points made.
Examine the commercial and market circumstances under which each of these pricing strategies are most likely to be used.Discuss the nature of price and its role as an intrinsic part of the firms marketing mix.
Discuss the principles of market ‘skimming’ and market ‘penetration’ pricing strategies.
Under what circumstances can ‘positively high pricing’ or ‘prestige’ pricing be used effectively?
How important are non-pricing factors in the marketing of an organisation’s products or services? List the factors in order of importance.
What factors should be taken into consideration when pricing new products or services?
Whenever possible, a company should avoid competing on the basis of price, and should instead, compete on the basis of superior value. Discuss the role of price in the price/quality relationship.
Whilst cost considerations form an essential element of the price determination process, company costs have little or not relevance to customers. Discuss in relation to an organisation’s customers.
Product definition: The ‘extended product’ is a definition that considers the product as the total sum of marketing effort. Why is it important not to restrict the view of a product to one of a physical object? Why is it also necessary to include ‘service’ in any definition of the
Product life cycle: A key element of the role of a product manager is to accurately identify the transition of products from one stage of the product life cycle to another. Prepare a report outlining different strategies to be adopted at different product life cycle stages for the following types
Product classification: Prepare an outline for a presentation you have been requested to give upon the subject of the marketing implications of new product development. You have been specifically requested to concentrate your discussion on the advantages and disadvantages of: Innovative products
New products: Your company has traditionally been conservative with regard to new product development and has tended to wait until others develop and market products before venturing into that area themselves. However, your research and development department has come up with a new product idea
Positioning: What do you understand by the term ‘product positioning’?Making use of specific examples, outline the principles of market segmentation, market targeting and positioning.Discuss the main range of segmentation bases that are used by marketing firms in both consumer and industrial
Targeting: Explain each of the following types of targeting strategy:undifferentiated marketing, differentiated marketing, concentrated marketing.Discuss the considerations that should be made when selecting specific target markets.
Segmentation bases: Using two consumer goods examples and two industrial goods examples suggest segmentation bases for each of these.
Segmentation, targeting and positioning: How do you explain the importance now attached to effective market segmentation, targeting and positioning?
DMU: Do you define the DMU as a committee of people or something more informal?Explain how buyers in business to business or ‘organisational buying’ situations differ from consumer buyers in their purchasing decision making processes.Discuss the idea of an organisational decision making unit
Organisational buying: How does organisational buying relate to industrial buying?
Buyer behaviour: How far do models of buying behaviour go towards providing marketers with better tools for targeting customers?
Customer care: Why is the idea of ‘customer care’ such a relatively recent one?
Industrial buying: It is common to think of the purchasing decision processes of industrial buyers as being devoid of emotion. How far would you agree with this?
Advertising and consumer behaviour: How far do you agree with the statement that advertising is the biggest single influence on consumer behaviour?
Marketing information: Describe the concept of a modern, integrated ‘Marketing Information System’ and examine its usefulness in marketing decision making.Why are companies increasingly seeking to establish marketing information systems, when in the past marketing research has been sufficient
Place: Do you feel that channels of distribution and physical distribution management are sufficiently linked to warrant a combined grouping under‘place’?Evaluate the importance of a fully integrated physical distribution system(business logistics system) to the successful application of the
Promotion: Does the fact that selling is included as part of the promotional mix weaken its role as a sub-element of marketing?
Product: Product is generally regarded as being the most important of the‘Four Ps’. Why is this?
Showing 3000 - 3100
of 4701
First
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
Last
Step by Step Answers
Get 50% OFF
Claim Now
