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business
marketing research 13th
Integrated Advertising Promotion And Marketing Communications 8th Edition Kenneth E. Clow, Donald E. Baack - Solutions
What complications are associated with trade allowances?
Who are the targets of consumer promotions in most cases?
What is a slotting fee? An exit fee?
What are the major types of trade allowances?
What four categories of consumers can be associated with consumer promotions?
What is an overlay? A tie-in?
What benefits and problems are associated with price-off tactics?
What are the benefits of offering bonus packs?
What benefits and problems are associated with sampling?
What are the primary types of samples?
How is a refund different from a rebate?
What are the two usual factors that influence whether someone enters a competition?
What are the circumstances or requirements for a premium program to work?
What is an on- or in-package premium?
What is the purpose of an instant redemption coupon?
What is a premium? What types of premium programs can companies use?
What is meant by the term “freestanding insert”?
What are the sales promotion objectives for new products or services?
Define sales promotion. What are the two main categories of sales promotions?
In your own words describe each of the methods of handling objections and closing sales presented in this chapter.Go to YouTube and locate two videos, one that discusses handling objections and the other that discusses how to close sales. Provide the URLs of the two videos. Describe the methods
Discuss the pros and cons of each of the closing methods in personal selling in relation to a couple who are hesitant to purchase a vacation to one of the Caribbean islands.
Discuss the pros and cons of each of the methods of handling objections in personal selling in relation to a couple who are hesitant to purchase a vacation to one of the Caribbean islands.
What personal selling tactics are most important to travel agency employees as they work with customers and potential customers?
Discuss each of the direct response marketing techniques in relation to marketing travel agencies.
How could data-driven marketing programs, including permission marketing, frequency programs, and customer relationship management systems, be useful to travel agencies?
What methods for overcoming objections would best serve Salon Sensational when selling hair care products?
What types of personal selling tactics should stylists use?Which should not be used? Why?
Which direct response marketing programs would be helpful to Jennifer? How would they be of value? Explain how Jennifer could use each to increase purchase frequencies and visits to her salons.
Once the database is built, what database-driven marketing communications should Salon Sensational send out to individuals in its database?
Suppose Jennifer wants to start a loyalty card program to build her database. Design a flyer that could be handed to customers of the salons encouraging them to join the loyalty program.What benefits would customers receive? In exchange, what information would Jennifer request from each customer?
Identify the types of data Jennifer should collect from her customers and how she could obtain it.
In your own words describe each of the methods of handling objections and closing sales presented in this chapter. Go to YouTube and locate two videos, one that discusses handling objections and the other that discusses how to close sales. Provide the URLs of the two videos. Describe the methods
Use the internet to find three companies or organizations that offer advice to salespeople. Write a report about the methods the sites suggest and how those tactics compare to the materials presented in this chapter. Use screenshots to enhance your report and provide the URL of the three companies.
Suppose you are the marketing manager for a chain of clothing stores opening in your country that is aimed at the youth market. Select five different database agencies you could purchase likely leads from and explain why they were chosen. Identify the different services offered by the agencies that
Sending out cold emails is just as bad as making cold sales calls; it rarely does a business much good to contact potential customers that they have never had a relationship with in the past. So what are the options?How would you avoid buying a poor-quality mailing list for direct marketing? What
Gulf News distributes some 75 million copies per year across the United Arab Emirates. Each day, 120,000 copies are distributed, mainly to households and offices.This makes the newspaper one of the most effective direct-marketing delivery methods in the region. Examine their website (gulfnews.com)
A shock decision in 2015 saw the European courts judge that U.S. corporations could no longer legally hold CRM data on European customers. Data aggregators such as Facebook, LinkedIn and Google, which sell user data to businesses, have split their operations so that servers in the U.S. no longer
According to the Economist Intelligence Unit, the Chinese retail market is expected to be worth $8 trillion by 2022, double the worth of the U.S. retail market.In 2015, Chinese consumers spent more online than any other country’s buyers. Suggest how you would begin to create a targeted database
Describe each of the database marketing communications methods identified in the chapter. Go to the website of Sole Rebels (www.solerebels.com). Discuss each of the database-driven marketing communication methods presented in the chapter in relation to Sole Rebels. Explain the importance of each
Agencies such as Selligent (www.selligent.com) suggest that personalized email marketing campaigns can generate an uplift of 600 percent in revenue.They point to the fact that personalized emails are 29 percent more likely to be opened and enjoy a 41 percent higher click-through rate. How would you
Pick a company that sells clothing. Go to the company’s website. What evidence do you see of database marketing and of personalization of the website?Use screenshots to illustrate your answer. Identify and describe the best database marketing program the company could use to reach consumers such
According to the Arabian Gazette, it is word-ofmouth marketing through referral networks that still remains the best approach to connect with customers across the Middle East region.34 Formal referral networks are fairly new to the Middle East; informal ones are still the norm. In the role of a
Formal and staged sales presentations at hotels and other venues are fairly common across the world.How are the potential customers identified and persuaded to attend? What kinds of incentives are offered? Are they common in your own country? Do you know any one that has attended one? Were they
Interview five individuals. Ask each person whether they have ever received any sales calls on either their landline or their mobile phone. If they have had such calls, have they ever bought anything as a result of the call? Was the call from a business they were already buying from or had bought
Examine the forms of direct response marketing shown in the graph in Figure 11.10. Which ones have you responded to in the past? Which ones are most likely to influence your purchase decisions? Which ones are the least likely? Explain for each method your personal responses over the last year.
Suppose you have been hired as a marketing intern for Centric Federal Credit Union and asked to develop a direct response marketing campaign. For each direct response marketing method, describe how Centric could utilize it. Be specific with the description of the campaign in terms of how and where
A primary reason for developing a frequency program is to encourage customers to be loyal to a business or brand. For each of the following products, discuss the merits of a frequency program. What types of incentives would individuals need to join the frequency club and then what type of
Karen’s Formal Dress is a retailer specializing in formal and wedding wear. She has a database with more than 3,000 names of individuals who have purchased or rented formal wear. She would like to develop a permission marketing program. How can the marketing team encourage individuals to give
Hickory Outdoor is a retail store that sells fishing, hunting, camping, and other outdoor equipment and supplies, including various items for a number of outdoor sports. The company has built a database of its customers over the last five years. The marketing team can use data mining to improve
The Chic Shaque sells contemporary fashions, bedding, bath, gifts, and home décor items in its 14 stores. Explain each of the data coding processes of lifetime value, customer clusters, and location data tracking. For each coding method, describe how the Chic Shaque’s marketers could use the
Assume you are the account executive at a database marketing agency. A local music retailer with four stores has asked you to develop a database for the company. What information should be in the databases?How would you build a data warehouse and where would you obtain the data? Be specific.
What types of closing methods are available to salespeople?
Identify the four types of sales presentations typically used by sales reps.
What steps are involved in the personal selling process?
Describe relationship marketing and the four types of referral marketing.
Explain the two ways infomercials are presented as parts of a direct response program.
Explain how response lists and compiled lists are used in direct mail programs.
What is direct response marketing?
What is meant by the term share of customer?
What is customer relationship management?
Describe a frequency program.
What are the keys to an effective permission marketing program?
Describe a permission marketing program. What are the key benefits of this approach?
What is trawling?
Explain how consumer profile information is used when sending communications to customers.
In location data tracking, what is meant by the term“hashed”?
How might a financial institution cluster their customers?
How do you calculate the cost of acquiring a new customer?
What is the purpose of customer preference profiles?
Why are customer email addresses so useful?
Give examples of data and analyses that can be found in a standard marketing data warehouse.
What is the primary benefit of database marketing?
Access Ugg’s website at www.uggaustralia.com. Evaluate the website in terms of its effectiveness, freshness, and the use of alternative marketing methods. What traditional marketing methods did you see? Do you think Ugg has effectively merged traditional and nontraditional advertising methods?
Describe in your own words each of the forms of alternative marketing listed in Figure 10.1. Suppose your best friend has a band that has been playing at the local nightclubs for the last three years. He has asked you to help market his band.Discuss the pros and cons of each of the alternative
Red Bull’s marketing team believes that staying with alternative approaches best fits its image. As you think about all of the alternative marketing methods and alternative media, what suggestions would you make to Red Bull for the future? Describe a campaign for Red Bull using one or more
Are there ways to build brand communities around Red Bull? What role might Twitter, Digg, or Facebook play in supporting such communities?
What role should traditional media play in Red Bull’s future, especially when compared to alternative media?
Visit Red Bull’s website (www.redbull.com) and identify the alternative media venues used by Red Bull’s marketing team.
What alternative marketing methods does Red Bull use?
Is there a potential overlap between the brand community for Tiger Balm and the cricket community? Describe the ways that Tiger Balm’s marketing department could build and enhance the relationship between the two communities.
Identify any opportunities for product placements for Tiger Balm products.
Describe a possible guerrilla marketing campaign for Tiger Balm.
Propose an integrated lifestyle marketing program for Tiger Balm products based on a tie-in with a chosen sporting activity. Include both traditional and nontraditional promotional tools.
To support the UK launch of Sage Appliances, designed by the renowned chef Heston Blumenthal, the agency iD (www.idagency.com) recruited 40 in-store demonstrators. Their efforts succeeded in achieving 40,000 consumer interactions, 26,000 live demonstrations, and a 133 percent increase in
Use an internet search engine to locate two agencies that offer in-store marketing. For each agency discuss the services provided and identify some of the agencies’clients. Use screenshots to illustrate the services offered. If you were a marketing intern for a small chain of clothing stores,
Somo is a new breed of agency that embraces and develops new technology and approaches to marketing.Access the agency’s website at www.somo global.com. What information is available on the website? Who are some of the agency’s clients?Describe some of the campaigns created by Somo and why they
Explain the difference between lifestyle marketing and experiential marketing. Suppose you have been hired as an intern for a new brand of energy drink.Go to the internet and locate an agency that offers lifestyle marketing. Describe the services the agency could offer for your energy drink. Go
Type “guerrilla marketing” into an online search engine. Find two agencies that offer guerrilla marketing services. Describe what types of services each offers. Go to an article database and type in “guerrilla marketing.” Find two articles about guerrilla marketing that interest you.
Access the Word of Mouth Marketing Association website at womma.org. What features did you find on the site? What resources are available? What benefits does the site provide to a business? Is there any value for a consumer? Provide screenshots to support your thoughts.
Access women.igda.org. What is your opinion of this website? How can it be beneficial to a marketing manager?How can it be beneficial to females who want to pursue video game design? Go to the parent website www.igda.org. What types of information are available at this site? Be specific. Provide
Grassroots Advertising (www.grassrootsadvertising.com/) positions itself as a one-stop shop for guerrilla marketing. They have been operating for around 30 years and have come up with new ways of using some very traditional forms of advertising, such as human billboards. They have developed a
Type “buzz marketing” into an online search engine.Find two advertising agencies or marketing agencies that offer buzz marketing expertise. What types of buzz marketing services does each provide? Which company do you think offers the best buzz marketing program? Why? Provide the URL of the two
Every country or region will have a creative advertising agency that tries to break the mould.They are the marketing and advertising innovators pushing the boundaries all the time. Do they push the boundaries of legality? Identify an example and comment on their work and their types of client.
Think about point-of-purchase displays. Do they impact your purchases? Why or why not? Describe the most effective point-of-purchase displays for you personally. Why are they effective? Describe the least effective point-of-purchase displays for you personally.Why are they ineffective?
Look at the graph in Figure 10.11. Rank each of the items in the graph from most effective to least effective for you personally as it relates to purchasing clothes. Justify your ranking.
Describe in your own words the various types of video game advertising listed in Figure 10.10. Suppose you have a marketing internship with Pizza Hut.Discuss the pros and cons of each method of video game advertising for Pizza Hut. Which method or methods would you recommend for Pizza Hut? Why?
Do you play video games? If so, approximately how many hours a month do you play games (including online games)? What advertising have you noticed in the games? How effective was the advertising?
Explain the difference between product placement and branded entertainment. Do you personally notice product placements in television shows or movies?Why or why not? Identify the factors that make product placement or branded entertainment successful for a brand.
Find a movie or television show that you have already watched and enjoyed. Watch it again, but this time, make a list of all of the product placements in the file. Identify if each was a prominent placement, if the actor used the brand, or if it was just in the background.When you finish, discuss
Can you think of a lifestyle marketing program or an experiential marketing campaign that you encountered?What was your reaction? Was the approach effective? Why or why not? What about with other consumers? If you have not experienced lifestyle or experiential marketing, think of a situation and
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