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business
marketing research essentials
Marketing Management A Relationship Approach 3rd Edition Svend Hollensen - Solutions
explain the concepts of data warehouses and data mining
To what general criteria should ‘good’ marketing objectives conform?
Discuss the problems involved in setting up and implementing a marketing control system.
Discuss the benefits gained by adopting a matrix organisational structure.
What is meant by performance indicators? What are they? Why does a firm need them?
Why is it important to consider customer lifetime value (CLTV)?
Why is customer profitability sometimes a better unit of measurement than market profitability?
What can Sony Music Entertainment do to reduce the level of digital piracy of their music?
What are the pros and cons for Sony Music Entertainment and Pink making all Pink’s music available on an online music service like Spotify?
How would you control your budgets? What key figures would you monitor?
What do you think of the change in Sony Music Entertainment’s organisational structure, from a geographical structure to an artist-driven organisation?
explain how a marketing budget is established
understand the need for evaluation and control of marketing plans and their implementation
discuss the most appropriate metrics in social media
list the most important metrics (measures) for marketing performance
understand why CLTV is important
define the concept of customer lifetime value (CLTV)
understand why customer profitability is important
Discuss the pros and cons of standardising the marketing management process. Is a standardised process of more benefit to a company pursuing a national market strategy or a global market strategy?
What are the main criteria for the successful implementation of a marketing plan?
What are the principal decisions to be made when preparing the marketing plan?
What is a marketing audit and what is the purpose of it?
Discuss the considerations involved in deciding marketing objectives.
Would it be relevant to sell underwear on the Internet?evaluate the pros and cons, and make a conclusion.
Which marketing tools would be most effective in the attempt to capture more market share for the Triumph brand (sloggi men/HoM) in the men’s underwear market?
Prepare a marketing plan for capturing more Triumph market share for women’s underwear (lingerie) in the uK market.
Which of the described international markets would it be most relevant for Triumph to penetrate more in order to secure future growth?
understand the various ways of organising the marketing department
understand the important issues in implementing the marketing plan
outline and explain the structure and contents of a marketing plan
explain the stages in the marketing planning process
explain the background to preparing a marketing plan
understand the need for an integrated approach to marketing and the role of marketing planning in that process
What resources are needed to carry out the activities?
How will the activities be coordinated with each other?
When will the activities be initiated and completed?
Who will be responsible for each of these activities?
What activities are to be completed in implementing the variables of the marketing mix?
explain some of the problems that Pret A Manger experienced when they established the first restaurant in new york.
How would you characterise the international marketing strategy of Pret A Manger? Standardisation or localisation?
How is Pret A Manger using ‘mystery shopping’ as a way of controlling the marketing effort?
per cent of the sales). What is the reason for that?
How would you define the target market of Pret A Manger?
Explain how the multinational firm may have an advantage over local firms in training the sales force and evaluating its performance.
Evaluate the percentage of sales approach to setting advertising budgets in foreign markets.
Why do more companies not standardise advertising messages worldwide? Identify the environmental constraints that act as barriers to the development and implementation of standardised global advertising campaigns.
What are the implications of one-to-one marketing for the communications strategy of a firm?
What is the difference between ‘mass customisation’ and ‘one-to-one marketing’?
discuss how standardised international advertising has both benefits and drawbacks.
discuss which points should be considered when creating a website on the Internet
discuss the possibilities of marketing via the Internet and social media
explain what is meant by ‘mass customisation’ and ‘one-to-one marketing’
Discuss the reasons why many exporters make extensive use of the services of freight forwarders.
Why is physical distribution important to the success of global marketing?
When would it be feasible and advisable for a company to centralise the coordination of its foreign market distribution systems? When would decentralisation be more appropriate?
In attempting to optimise marketing channel performance, which of the following should a marketer emphasise: training, motivation or compensation? Why?
discuss the role of retailing in modern marketing
understand the role of IT in distribution decisions – in connection with smartphone marketing for example
discuss the future for online retail sales
explain what is meant by multiple distribution-channel strategy
discuss the key points in putting together and managing marketing channels
understand why relationships occur between manufacturer and distributor
Many firms enter a market as price leaders, but they end up dominating the bottom end of the market. What could be the reasons for this change?
How does competition affect a company’s prices? Briefly describe a major competitorbased pricing approach.
Why is cost-based pricing particularly problematic in service industries?
a What does the economist contribute to the pricing decision?b What does the accountant contribute to the pricing decision?
What is value-based pricing? How does it differ from cost-based pricing?
What are the main reasons for Harley-Davidson’s enormous success over the last 15 years?
understand the implications of the Internet for pricing behaviour in the market, particularly price ‘customisation’
evaluate reasons why base prices change over time in both business and consumer markets
undertake a break-even analysis
explain why and how prices escalate in different distribution channels
explain how internal and external variables influence pricing decisions
formulate pricing decisions for services
explain how cost-based pricing methods work and what their primary drawbacks are
understand why an appropriate customer value proposition is a useful guide to pricing strategy
Why should customer-service levels differ internationally? Is it, for example, ethical to offer a lower customer-service level in developing countries than in industrialised countries?
Discuss the factors that need to be taken into account when making packaging decisions for a firm’s products.
Why is the international product policy likely to be given a higher priority in most firms than other elements of the global marketing mix?
What implications does the product life cycle theory have for product development strategy?
How would you distinguish between services and products? What are the main implications of this difference for the marketing of services?
discuss the implications of the ‘long tail’ concept
discuss how the Internet might be integrated in future product innovations
discuss the term ‘brand equity’
discuss what it means to develop new products for foreign markets
discuss different forms of the product life cycle
explore the stages in ‘new product development’
determine the ‘service quality gap’
discuss e-services as a concept
define the categories of service
explore levels of a product offer
explain the mix of product and service elements
What is the purpose of implementing a customer complaint management system?
Describe the different stages in KAM.
What are the motives for entering KAM?
Put the arguments for and against the statement that ‘the customer is always right’.
What are the arguments for spending money to keep existing customers loyal (customer retention)?
Evaluate the strengths and weaknesses of frequent user programmes.
What specific segmentation criteria could be used to categorise different loyalty segments?
Identify the measures that can be used to encourage long-term relationships with customers.
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