Questions and Answers of Marketing Strategy

Why are most SaaS companies not leveraging the full power pricing and packaging science?
How can the customer value from a smart-product-service offering be evaluated?
What are value-based price model types and what are their reference variables?
Should leaders rely on quantitative research methods alone? What happens if there are only a few customers available to research?
What are the key success factors in designing and implementing these two research techniques?
How can companies include these research techniques in their digital innovation development process?
What are some of the challenges born of organizational culture that you can think of?
What could be some of the key differences between digital pricing transformations taken up by B2B versus B2C organizations?
Do you think dynamic pricing is a fair practice? Evaluate this from the seller’s as well as the buyer’s perspective.
How prepared are organizations in regard to market segmentation in light of digital transformation on industrial markets to determine the potential acquisition of novel industrial smart services?
In what ways do firms recognize the value of data embedded in industrial smart services for their market segmentation?What do organizations understand about the performance orientation of novel
How do you get started with the value creation discussion with those in charge of data management?
What are the key activities or actions to move along the monetization stages and accelerate maturity development?
Who oversees developing the value engineering mindset when most of the work is very technical in nature?
Should AI be considered a source of costs or revenues?
What are the potential costs associated with enterprise AI programs?
What are the potential challenges of deploying enterprise AI programs?
How do you convince teams and leadership to think in terms of revenue growth and not pure costs?
What are the trends in digital transformations?
Are the pricing and monetization of platforms and marketplaces the same concepts?
What is important in platforms and marketplaces to capturing value?
Are businesses thinking about their services, about how they will play in the Web 3.0 world? For example, Facebook is transitioning to Meta.
Blockchain as a technology platform is becoming mainstream. Are you thinking about non-fiat currencies, figuring out how customers can buy services using tokens? For example, buying Tesla using
How are you modeling your monetization, which is shifting from users to usage, in this new world?
Why is pricing so important in digital platforms and marketplaces?
How can pricing be a driver of growth in digital platforms and marketplaces?
How do you use pricing strategically to promote user adoption or retain current users?
Why should online marketplaces run pricing experiments?
What are the different types of experiments that can be run?
What are the steps in a pricing experiment? What are the challenges in each step?
Who in an organization should be in charge of designing, running, and evaluating pricing experiments?
Will personalized pricing through AI be the new normal in decades?
What might be some of the limitations to AI pricing that may slow down adoption and implementation?
How do pricing, data analytics, and sales analytics get integrated to provide the right customer-centric AI platform?
What type of data might you need to be able to run AI pricing projects?
Who should be leading the project when applying AI to pricing?
Why is change management so critical for the success of AI in pricing?
What are the key tools and frameworks developed to help better manage pricing during the development and growth of the pricing discipline?
What are the key contextual changes in B2B buyer behavior? What impact do these have on traditional price management practices?
What skills and capabilities will become more important for price strategy/management in the future and why?
What are the roles and responsibilities of AI versus sellers in an effective and collaborative sales organization?
What would be the competitive advantage of using an AI-assisted value-based selling platform?
How should we use digital transformation to capture customer preference insights to optimize valued-based offers?
How can we make valued-based offers to create new innovations to scale and lower the price?
What does commercial excellence encompass, and how do you measure it in your B2B organization?
How have B2B organizations driven success and business value through digital transformation?
In a B2B organization, what is the goal of the pricing function, where does ownership sit, and how do you make it a strategic priority with continuous improvement?
Has your company made strategic decisions about its level of transparency or accepted a status quo from industry competition?
What are the objectives of customer value management and a relevant CVM strategy?
Can you achieve excellence in CVM without cross-functional engagement?
How is the future of CRM impacted by the emergence of the CVM platform?
Which influencing factors should shape a company’s dynamic pricing approach?
Which forms of dynamic pricing can retailers select?
How can your company better differentiate itself from the competition using price and pricing transparency?
Do customers find it easy to transact with your company?If not, what initiatives are underway to make this easier?
What role should value play in pricing considerations and conversations throughout the customer journey?
What are the pitfalls of a good/better/best product and pricing model?
What are some typical value drivers for digital products?
What is the key difference between cost-based and value-based digital pricing strategies?
How can retailers implement dynamic pricing internally and externally?
How is IMC different from traditional advertising?
What role does personalized selling have in IMC?
What are the benefits of having a two-way dialogue between buyer and seller?
How has IMC affected buyer/seller relationships, brand image, brand loyalty, and brand awareness?
Why is IMC also known as relationship marketing?
An ineffective IMC campaign is caused by what internal and external factors?
What is the best “type” of message to reach today’s consumer?
What are the visual and verbal ways to tie an IMC campaign together?
What is a promotional mix, and why is it important?
What is the role of the media mix in an IMC campaign?
What is the major role of each facet of the promotional mix as discussed in the chapter?
What is a creative strategy statement? What are the main areas that make up a creative strategy?Define and explain each section.
What is a marketing plan, and how is it used to build an IMC campaign?
How do researchers know whether to use qualitative or quantitative research techniques? What are the pros and cons of each?
What are the seven basic areas that make up a marketing plan? What are their roles/purpose?
What are the four different market segments? Why is it important to define and understand each?
Why is it important to understand different target groups?
Why is it important to build a strong brand image?
Why can having strong and established brand equity be a drawback for certain brands?
What is brand image, and why is it important to a product or service?
What attributes make up a brand’s visual and verbal identity?
What are the three life-cycle phases, and what roles do they play when developing a brand’s visual and verbal identity?
Why is establishing brand loyalty important?
What is the difference between positioning and brand image?
Why is understanding positioning important to the entire advertising team? What questions need to be asked, and why?
According to Luc Dupont, there are seven different ways to position a brand. Define and explain each.
Define repositioning and explain under what circumstances a brand might be repositioned.
Define what a creative brief is and how it is developed and used.
Define and describe in detail the ten sections that make up a creative brief.
What is the difference between a unique selling proposition (USP) and a big idea? When should each be used?
How does the creative team use the creative brief? Explain in detail.
Define the “creative team” members. What is their job?
Explain why the visual approach depends on the target audience.
What are the five elements that make up an ad? Define each.
What determines an ad’s visual and verbal persona?
How many typefaces should be used in an ad? Why?
What are the five visual options available to art directors? How is each suited to varied mediums?
What are the emotions associated with color? How can they be used to advertise varied products or services?
Where does inspiration for copy’s voice come from?
What is a headline’s job? What does it need to express?

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