Questions and Answers of Marketing Strategy Planning

What is a moment in SEM terminology?
Explain why SEM, originally conceptualized in the 1920s, took so long to catch on as a widely applied multivariate data analysis tool.
Define K-means.
If someone conducted one-way ANOVAs predicting the clustering variables using the cluster membership variable that was obtained from a cluster analysis procedure, what should the expectation of the
Why has cluster analysis become a more prominent tool in the big data era?
What role does “distance” play in cluster analysis?
How is cluster analysis different from factor analysis?
How does one use a factor loading matrix (factor structure pattern) in interpreting factor analysis output?
What role does rotation play in factor analysis? What does it mean for a rotation to maintain a 90-degree angle?
What is PCA?
Explain the concept of communality in factor analysis. How is it related to the concept of factor loadings?
What are composite factor scores?
Define the term latent construct. How does factor analysis play a role in understanding latent constructs?
What is the difference between a dimension and a segment? Describe examples of each.
How does an analyst interpret the statistical significance and meaning of individual independent variables used in logistic regression?
Explain what the likelihood value is used for in interpreting logistic regression results.
What types of research questions can be addressed by logistic regression?
What is the primary difference in applications between discriminant analysis and logistic regression analysis?
What is a confusion matrix?
How are MANOVA and discriminant analysis related?
How is a cutting score used to determine group membership in discriminant analysis?
Explain the role of Wilks Lambda in MANOVA and MANCOVA.
What is the additional layer of testing involved in MANOVA compared to ANOVA?
What is MANOVA? What distinguishes MANCOVA from MANOVA?
What are the steps in interpreting multivariate dependent analysis techniques?
Define dependence techniques and give examples of multivariate dependence techniques.
Explain the concept of a variate in multivariate data analysis.
Using the same data as given earlier, examine the same research question by contrasting the low and high “oldskool” groups. To do this, recode Oldskool into a new variable that includes only
What is the key characteristic identifying multivariate data analysis?
Using the “Oldskool” data set introduced in Chapter 15, perform a discriminant analysis that examines the following research question:a. Do the variables “howplay,” “loser,” “money,”
Why is multivariate data analysis particularly useful in big data analysis?
Use the GoodBuy data set in this analysis. Compute a summated scale for “Loyalty” by summing LOY1, LOY2, LOY3, and LOY4. Then, conduct a MANCOVA analysis using the summed variable and WTP as
What is a slopes test?
What is hierarchical regression analysis? How does it differ in approach from standard multiple regression?
Define a moderation effect. Give a typical example. How do they account for context?
What is the difference between partial and full mediation?
A research analyst runs the following two regression models used to predict how sales of brand B (the dependent variable) are influenced by the perceived quality of brand B (PQB) and attitude toward
What is an indirect effect? How is it computed?
Think about variables that cause one student to perform better in a business class than another student. Propose a hypothesis that captures that relationship. Now, think of a third variable that
What does it mean for a variable to mediate the relationship between two other variables?
What evidence would a researcher use to prove a negative relationship existed between X and Y?
A researcher proposes the following hypothesis: Brand image is positively related to willingness to pay. After running a regression analysis with data on these variables, how would one know if the
Using the data from question 8 (available in the student resources), does age moderate the effect of quality (PQB) or brand attitude (Brand B) on sales?
What does it mean for a hypotheses to be tautological?
Using the golfer data provided in this chapter (and available as a file in the student resources), conduct an analysis to test these hypotheses:a. Durability is positively related to distance of
What are the characteristics of good (well-stated) hypotheses?
How do the steps in interpreting multiple regression differ if the analyst is charged with building a predictive rather than explanatory model?
Interpret the correlations among the different forms of consumer expenditures shown in the following table. The last column shows household income. Travel Data Visa/MC Car Нн and Gas Services
In question 13, what role does time play in influencing the interpretation of the model results?
In terms of the sums of squares (SS), what is the equation for a regression model’s F-statistic?
The following table gives a football team€™s season-ticket sales, percentage of games won, and number of active alumni for the years 2001€“2015.a. Produce a correlation matrix for
Discuss IMAX’s business strategy and analyze how IMAX’s resources, capabilities and competencies support its business and corporate strategies.
Evaluate the methods used by FedEx to grow domestically and internationally. Why do you think the company initially had problems in its global operations?What are the major SWOT considerations in
Identify the external factors that have impacted and continue to impact the Indy Racing League and its marketing efforts. Which factors appear to be the IRL’s greatest threats?What are the IRL’s
What role has Netflix played in the development of Blockbuster’s strategic planning? How important is Netflix to Blockbuster’s future strategic plans?How will new competition from Redbox and
Comment on the strengths and weaknesses of Mattel’s core brands. In looking at Barbie specifically, what actions would you recommend to stem Barbie’s sales decline? Should Mattel accept the fact
Rather than use focus groups to test its branding and messaging, New Belgium used insiders in the bike community and brewery friends who had a personal history and knowledge of the brand. Evaluate
If you were in Kyle Vaughn’s position, which strategic option would you take? Explain your reasoning.Comment on the decision to license the Hottie Hawg’s brand rather than enter into a franchise
Why was IMAX changing its business and corporate strategies? Could IMAX thrive as a niche player that made large format films and systems?
Evaluate changes in IMAX’s business and corporate strategies. Could increasing the number of Hollywood movies released in IMAX format dilute the IMAX brand? What are other examples of brand
What do you make of the battle between Gillette and Schick? Is the battle of one-upmanship good for either company?Gillette is the world’s premiere producer of grooming products; best known for its
What are the conceptual underpinnings of a dual-brand strategy?
Does a dual-brand strategy provide Best Buy with a core competitive advantage as it expands into new global markets?
How does the Best Buy situation in China differ from its situation in Canada?
What did Best Buy learn from its experience with dual-brand strategy in Canada?
Discuss the social value of new-product development activities that seem to encourage people to discard products that are not all worn out. Is this an economic waste? How worn out is all worn out?
Based on data in Exhibit B-4, discuss the relative market potential of the city of Boulder, Colorado, and the city of Lakewood, Colorado, for (a) Prepared cereals, (b) Auto
Explain the factor method of forecasting. Illustrate your answer.
Suggest a plausible explanation for sales fluctuations for (a) Computers, (b) Ice cream, (c) Washing machines, (d) Tennis rackets, (e) Oats, (f) Disposable diapers,
Compare and contrast return on investment (ROI) and return on assets (ROA) measures. Which would be best for a retailer with no bank borrowing or other outside sources of funds (that is, the retailer
Compare and contrast return on investment (ROI) and return on assets (ROA) measures. Which would be best for a retailer with no bank borrowing or other outside sources of funds (that is, the retailer
Explain the similarity between markups and gross margin. What connection do markdowns have with the operating statement?
How does gross margin differ from gross profit? From net profit?
Distinguish between the following pairs of items that appear on operating statements: (a) Gross sales and net sales, (b) Purchases at billed cost and purchases at net cost.
Cite a local example of an oligopoly, explaining why it is an oligopoly.
List three products that are sold in purely competitive markets and three that are sold in monopolistically competitive markets. Do any of these products have anything in common? Can any
If a manufacturer’s well-known product is sold at the same price by many retailers in the same co m munity, is this an example of pure competition? When a community has many small grocery stores,
Why would a marketing manager prefer to sell a product that has no close substitutes? Are high profits almost guaranteed?
Discuss what factors lead to inelastic demand and supply curves. Are they likely to be found together in the same situation?
If the demand for shrimp is highly elastic below the present price, should the price be lowered?
If the demand for perfume is inelastic above and below the present price, should the price be raised? Why or why not?
If the general market demand for men’s shoes is fairly elastic, how does the demand for men’s dress shoes compare to it? How does the demand curve for women’s shoes compare to the demand curve
What is the length of life of the typical demand curve? Illustrate your answer.
Explain what a demand curve is and why it is usually down-sloping. Then give an example of a product for which the demand curve might not be downsloping over some possible price ranges. Explain the
Explain in your own words how economists look at markets and arrive at the “law of diminishing demand.”
Discuss how slower economic growth or no economic growth would affect your college community—in particular, its marketing institutions.
Should a marketing manager or a business refuse to produce an “energy-gobbling” appliance that some consumers are demanding? Should a firm install an expensive safety device that will increase
Should marketing managers, or business managers in general, refrain from producing profitable products that some target customers want but that may not be in their long-run best interest? Should
How far should the marketing concept go? How should we decide this issue?
Distinguish clearly between a marketing strategy and a marketing plan. If a firm has a really good strategy, does it need to worry about developing a written plan?
Comment on the following statement: “Ultimately, the high cost of marketing is due only to consumers.”
How would officially granted monopolies affect the operation of our economic system? Consider the effect on allocation of resources, the level of income and employment, and the distr i bution of
In the short run, competition sometimes leads to inefficiency in the operation of our economic system. Many people argue for monopoly in order to eliminate this inefficiency. Discuss this solution.
Discuss the conflict of interests among production, finance, accounting, and marketing executives. How does this conflict affect the operation of an individual firm? The economic system? Why does
Should the objective of our economy be maximum efficiency? If your answer is yes, eff i ciency in what? If not, what should the objective be?
Discuss the merits of various economic system objectives. Is the objective of the American economic system sensible? Could it achieve more consumer satisfaction if sociologists or public officials
What types of human resource issues does a marketing manager face when planning to expand sales operations from a branch office in a new overseas market? Are the problems any different than they
Could the approaches to cost allocation that we discussed in this chapter apply to a firm, like a travel agency, that produces only services? Explain your thinking.
Explain the difference between natural accounts and functional accounts.
Explain how a marketing manager’s sales forecast for a new marketing plan might be used by a. A financial manager; b. An accountant; c. A production manager; d. A human

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