Questions and Answers of Marketing Strategy

Define brand-centric vehicles.
Why are more brands incorporating alternative media into their promotional mix?
What are the pros and cons of using alternative media?
What is the strategy behind using alternative media in an IMC campaign?
What does alternative media do best when included in a brand’s promotional mix?
What should be considered before including alternative media in an IMC campaign?
Creatively, what is important to alternative media use?
What determines the choice to use alternative media in an IMC campaign?
Define guerrilla marketing.
What is one of guerrilla marketing’s biggest strengths?
What makes guerrilla marketing an active versus passive form of advertising?
What do brands want to accomplish with guerrilla marketing?
If guerrilla marketing is not used to immediately encourage a sale or passively tell a story, what is it used for?
What are some of the more commonly used forms of guerrilla marketing?
To be a successful member of an IMC campaign, guerrilla marketing must accomplish four specific things. What are they? Define and explain each.
Define experiential marketing and its use.
How can guerrilla marketing ensure return on investment?
Define and explain the differences between presence, grassroots, and influence marketing.
Shadow a salesperson for a day and talk about how his or her activities integrate with other promotional elements used by their firm. How does the salesperson set objectives? How is he or she made
Review the steps in the AIDA model. In what ways has promotion affected you in various stages of this model? Does promotion affect you differently based on the type of product in question? Does the
Using the brand attribute framework in Exhibit 7.1, construct an overall branding statement about yourself. How would others, especially potential employers, look at your brand? What areas do you
Look at several print, broadcast, online, or outdoor advertisements and try to find an ad that you believe is questionable from an ethical perspective. Defend why you believe the ad is ethically
Review each of the mission statements listed in Exhibit 2.2. Do they follow the guidelines discussed in this chapter? How well does each answer the five basic questions? What do you make of the
The pace of change in our economy was frenetic from 1999 to 2001 (the so called dot-com boom) because of rapidly expanding technology and the growth of the Internet. Shortly thereafter, the bubble
The text argues that marketing possesses very few rules for choosing the appropriate marketing activities. Can you describe any universal rules of marketing that might be applied to most products,
Choose a specific product that you use on a daily basis (such as food items, toiletries, or your car) and apply the 5W model in Exhibit 3.4 to yourself:a. Who are you (demographics, psychographics,
Think about all of the exchanges that you participate in on a weekly or monthly basis. How many of these exchanges have their basis in long-term relationships? How many are simple transaction-based
Review the sociocultural trends in Exhibit 3.7. What other trends could be added to the list? What trends are specific to your generation that cannot be universally applied to all Americans? EXHIBIT
Talk with a small business owner about the strategic planning process he or she uses. Do they have a mission statement? Marketing goals and objectives? A marketing plan? What are the major issues he
Palo Alto Software maintains a website devoted to business and marketing plans. Log on to www. mplans.com/sample_marketing_plans.php and take a look at a few of the sample marketing plans available.
Consider the last purchase you made (maybe it was lunch or a soft drink). List all of the brand, product, generic, and total budget competitors for that product. In a general sense, what would it
Consider the last purchase you made in these categories: personal electronics, clothing, and vacation destination. To what extent was your purchase decision influenced by decision-making complexity,
As discussed in the chapter, VALS is one of the most popular proprietary segmentation tools used in marketing segmentation. Go to the VALS website (www.strategicbusinessinsights.com/vals/

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