Questions and Answers of Principles Of Marketing

What is marketing return on investment (marketing ROI), and by what metrics can it be measured?
Examine the integrated marketing mix of the Japanese clothing brand UNIQLO. What are their key marketing mix ingredients? What about their brand, service, and IMC?
What is the rationale behind Lush’s decision to discontinue and then reintroduce a curated assortment of social media channels? Do you think followers and customers understood Lush’s choice? Why
Locate the mission statements for the following organizations: (a) Samsung, (b) Mobile Telecommunications Network (MTN), (c) United Nations Children’s Fund (UNICEF), (d) IKEA. Evaluate each
From an ethics standpoint, discuss Humanrace’s focus on sourcing high-quality, vegan ingredients, and postrecycled, reusable packaging instead of developing products that keep costs down. Discuss
Calculate profit margin, net marketing contribution, marketing return on sales (or marketing ROS), and marketing return on investment (or marketing ROI) for each company. Which company is performing
Go to Yahoo! Finance (http://finance.yahoo.com/) and find the income statements for two other competing companies. Perform the same analyses for these companies that you performed for the previous
Dupont has steadily grown by developing new products but also creatively expanding the applications of those products. How can marketers become really good at this?You’ve heard of DuPont, but can
As described in the case, Dupont has a sprawling business portfolio. What are the advantages and disadvantages of this?You’ve heard of DuPont, but can you name any product it makes? Probably not.
Given that the business environment is becoming ever more unstable and unpredictable, how is Dupont positioned for that future? Is it positioned well or poorly? Why?You’ve heard of DuPont, but can
Is Dupont a customer-centered company, a product/ technology-centered company, or both? Explain.You’ve heard of DuPont, but can you name any product it makes? Probably not. DuPont makes a load of
As Lush UK implemented the change, how could it measure the effects of leaving and then returning to social media on the achievement of its marketing goals?Lush Fresh Handmade Cosmetics UK sells
Google’s mission statement is “To organize the world's information and make it universally accessible and useful.” Tesla’s mission statement is “To accelerate the world’s transition to
Identify one brand that has supported a sociopolitical cause within the past five years and that has also benefited from that initiative. Research the sociopolitical cause and discuss how the brand
The marketing environment is characterized by a dizzying array of social media and digital communications channels. How should companies think strategically about fully utilizing the capabilities of
What are three pros and three cons of using Alexa devices for health care?Amazon’s Alexa AI virtual assistant is typically used to play music, answer questions, schedule tasks and appointments,
How do the different components of a firm’s value creation and delivery network help create value and satisfaction?
What are publics in the marketing context? Why are they important to marketers?
What is scenario analysis, and how does it help firms prepare to respond to the disruptions in the marketing environment?
How should firms prepare for shifts in the technological environment?
Wells Fargo, one of the biggest mortgage lenders in the United States, has a mission of “helping customers succeed financially.” It was one of the first banks to feature an LGBTQ couple in an ad
The metals and mining sector is responsible for about 25 percent of the reported greenhouse gas emissions by the world’s 12,000 largest companies. Top companies such as Codelco in Chile, Tata Steel
Globally, there are over 1 billion vulnerable and disadvantaged children; 640 million have no shelter, 400 million have no drinking water, and 270 million have no access to health services. Present
Consider the case where Alexa becomes a common and useful part of the health-care ecosystem, leading to better-coordinated, higher-quality care for the Alexa user. In this situation, could the social
Calculate the percentage change in the 65-and-over population between 2020 and 2025, between 2025 and 2030, and between 2020 and 2030 for females & males, males, and females. You should have nine
How many more females than males aged 65 and older will there be in 2025 and 2030? What percentage of the population did females make up in each year? Draw some conclusions regarding this data and
Describe how actors in the microenvironment have influenced GoPro’s evolution.Nowadays, there are millions of videos on streaming and social media sites shot with high- definition, wearable cameras
Describe how forces in the macroenvironment have influenced GoPro’s evolution.Nowadays, there are millions of videos on streaming and social media sites shot with high- definition, wearable cameras
What current and future trends may further shape the company? Will GoPro be successful in the future?Nowadays, there are millions of videos on streaming and social media sites shot with high-
Given the story of GoPro’s rise, fall, and ongoing resurrection, what lessons can you draw for companies working in rapidly evolving, technology-intensive environments?Nowadays, there are millions
Think about where the world is going in terms of technology development, the growth of social networks, video streaming, demographic changes and preferences, globalization, geopolitical change,
Explain how internal databases differ from marketing intelligence. What are some advantages and disadvantages of both?
Marketers make heavy use of both open-ended and closed-ended questions in questionnaires. What are some of the benefits or drawbacks of using each of these ways to ask questions?
What is behavioral targeting? Provide an example of behavioral targeting. How are firms responding to consumers and public advocates that it is a form of stalking consumers?
The marketing research process has several very distinct and important stages that need to be followed. In your opinion, which is the most important? Justify your view on this.
Describe how small businesses and nonprofits can conduct marketing research despite their limited budgets.
Listen to an episode of your choice of “The Marketing Insider: A Claritas Podcast” (accessed at https://claritas. com/claritas-podcast/). Prepare a response that describes the topic of the
If you used an app like TikTok, what information would you be comfortable giving the company access to and having tied to your identity? What information would you prefer not to be tracked? What is
Is it ethical for marketers to gather massive amounts of data about everything a consumer does and to aggregate and repackage that information to create value for their business customers? What about
Calculate the mean, median, and mode for these data.As you read in the chapter, the objective of descriptive research is to describe things, such as the market potential for a product or the
Create a histogram (that is, a bar chart) that shows the number of times each attitude score is given by a consumer in the data set. What conclusions can you draw from these descriptive statistics?As
Bayer bases its various strategies on marketing information. Some of its markets are difficult to operate in; for example, pharmaceuticals involves multiple customers, distribution channels,
Bayer bases its various strategies on marketing information. Some of its markets are difficult to operate in; for example, pharmaceuticals involves multiple customers, distribution channels,
Bayer bases its various strategies on marketing information. Some of its markets are difficult to operate in; for example, pharmaceuticals involves multiple customers, distribution channels,
Bayer bases its various strategies on marketing information. Some of its markets are difficult to operate in; for example, pharmaceuticals involves multiple customers, distribution channels,
Bayer bases its various strategies on marketing information. Some of its markets are difficult to operate in; for example, pharmaceuticals involves multiple customers, distribution channels,
Define the consumer market and describe a simple model of consumer buyer behavior.
What are the four major psychological factors that influence consumer buyer behavior?
The Foundry is the product design subsidiary of the UAE-based design studio Tinkah. The Foundry designs and manufactures Khaleeji-inspired coffee sets and briefcases using natural materials and
The Foundry is the product design subsidiary of the UAE-based design studio Tinkah. The Foundry designs and manufactures Khaleeji-inspired coffee sets and briefcases using natural materials and
Identify the objectives of Urban Outfitters’s reward programs. How do the specific promotional tools of Urban Outfitters’s reward programs help achieve these objectives?These days, the clothing
Putting yourself in the shoes of a customer, would you be motivated by the incentives offered by UOR and UO UP? Explain your answer with examples.These days, the clothing retailer landscape looks
How can Urban Outfitters best use the in-store sales force to amplify the positive effects of its promotional and reward programs? Provide specific ideas.These days, the clothing retailer landscape
Promotional programs do not work well when they lead to existing customers buying what they would buy anyway, but at a lower price. Instead, they work best when they get existing customers to buy
What is digital marketing, and how does it benefit customers and companies?
What are the steps in the digital marketing process?
What is the value of big data for marketers?
Suppose you are research manager for a bank conducting market research for a new line of financial services products for lower-income consumers that will feature no account fees and high-yield
Go to Google Trends (trends.google.com). Assume you are a consumer goods marketer who oversees an in-home medical testing service. How could the Google Trends information help your company improve
How would a researcher at Amore Pacific determine if the results of its survey provided accurate estimates of the target market’s thoughts and behaviors?Asia-Pacific beauty product provider Amore
Bloggers can be highly influential. On the one hand, we read their pieces because we value their opinions and ideas, but on the other, do we really know their motivations? There is a growing trend
Bloggers can be highly influential. On the one hand, we read their pieces because we value their opinions and ideas, but on the other, do we really know their motivations? There is a growing trend
Few brands engender such intense loyalty as Harley-Davidson. Harley buyers have a granite- like, unshakeable loyalty to the brand. Few people sport Yamaha, Kawasaki, or Honda tattoos. But a recent
Few brands engender such intense loyalty as Harley-Davidson. Harley buyers have a granite- like, unshakeable loyalty to the brand. Few people sport Yamaha, Kawasaki, or Honda tattoos. But a recent
Few brands engender such intense loyalty as Harley-Davidson. Harley buyers have a granite- like, unshakeable loyalty to the brand. Few people sport Yamaha, Kawasaki, or Honda tattoos. But a recent
What is business buyer behavior, and what do business to- business (B-to-B) marketers do?
How are the major factors that influence business buyer behavior changing in today’s business context?
Describe the steps in the business buying decision process.
How is technology—including online mobile, and social media—used in business- to-business marketing?
Many companies employ procurement or purchasing experts dedicated to managing the firm’s buying processes. Visit www.glassdoor.com/Salaries and www.indeed.com/ salary to conduct a search of the
Major sports arenas in the United States want to expand their food offerings by including plant-based Beyond Meat burgers at their concessions stands. This would require that Beyond Meat establish a
What are the stages in the buyer decision process and the major types of buying decision behavior?
How is need recognition triggered in the buyer decision making process? Provide examples of the two different types of triggers.
As a student, you will likely be invited to events with different dress codes and will need to dress appropriately. For example, different business occasions require different attire. Consider the
Assess the Beyond Meat brand of plant-based meat substitutes using each of the six characteristics identified in the chapter as especially important in influencing an innovation’s rate of adoption.
Lenovo operates in four different kinds of markets: business-to-consumer (B-to-C) business-to business (B-to-B), business-to-institution (B-to-I), and business- to-government (B-to-G). These distinct
Gone are the days of tedious, paper-laden, labor-intensive B-to-B procurement duties. E-procurement is changing the way buyers and sellers do business, specifically via mobile procurement that offers
Gone are the days of tedious, paper-laden, labor-intensive B-to-B procurement duties. E-procurement is changing the way buyers and sellers do business, specifically via mobile procurement that offers
Institutional decision-makers (such as schools and hospitals) are challenged to feed large numbers of people while meeting minimum nutrition standards set forth by various government entities.
Institutional decision-makers (such as schools and hospitals) are challenged to feed large numbers of people while meeting minimum nutrition standards set forth by various government entities.
Edgybees, formerly a drone gaming company, is applying augmented reality (AR) technology from gaming uses to public safety uses, with applications for the military and emergency first responders. New
The heavy equipment industry is big business. Manufacturers like Caterpillar, Komatsu, John Deere, Hitachi, and Volvo sold $176 billion worth of engines and heavy-duty construction, mining, and power
The heavy equipment industry is big business. Manufacturers like Caterpillar, Komatsu, John Deere, Hitachi, and Volvo sold $176 billion worth of engines and heavy-duty construction, mining, and power
The heavy equipment industry is big business. Manufacturers like Caterpillar, Komatsu, John Deere, Hitachi, and Volvo sold $176 billion worth of engines and heavy-duty construction, mining, and power
Provide an example of how a company has used behavioral segmentation to segment its target market. Refer to Table 7.1. Table 7.1 Major Segmentation Bases for Consumer Markets Segmentation
The heavy equipment industry is big business. Manufacturers like Caterpillar, Komatsu, John Deere, Hitachi, and Volvo sold $176 billion worth of engines and heavy-duty construction, mining, and power
What segmentation bases should a marketer consider when trying to segment a market located in a different country from the company’s home market?
What are the requirements for effective market segmentation?
Name some segmentation bases used for segmenting business markets but not consumer markets.
Companies ranging from Amazon and Best Buy to Macy's and Bed Bath & Beyond have made extensive use of price discounts with varying degrees of success. What positive and negative effects might price
Identify a product or service that you are familiar with but consider a niche product. You have been asked to come up with a strategy that aims to transform the product from niche to a more
Combining segmentation bases can help provide maximum value to consumers. For example, the chapter discusses hyperlocal and occasion segmentation. These two segmentation bases can be combined to
In the summer of 2018, Aisha "Pinky" Cole founded Slutty Vegan, featuring signature burgers made fresh to order via Instagram and served from a mobile food truck in and around Atlanta. By October
In the summer of 2018, Aisha "Pinky" Cole founded Slutty Vegan, featuring signature burgers made fresh to order via Instagram and served from a mobile food truck in and around Atlanta. By October
Cameo offers a platform for consumers and businesses to hire celebrities to create short, personalized videos. Last year, the platform facilitated 1.3 million transactions and signed on 10,000
There are over 7,200 health and fitness clubs in the United Kingdom. Collectively, this means one in six of the UK population, or 10 million people, are members. Around 50 percent of the clubs are
There are over 7,200 health and fitness clubs in the United Kingdom. Collectively, this means one in six of the UK population, or 10 million people, are members. Around 50 percent of the clubs are
In spring 2021, Amir Nathoo was at the helm of one of the most talked-about startups in the massive and fragmented educational technology (EdTech) industry. Just six years earlier, Nathoo and his
In spring 2021, Amir Nathoo was at the helm of one of the most talked-about startups in the massive and fragmented educational technology (EdTech) industry. Just six years earlier, Nathoo and his
In spring 2021, Amir Nathoo was at the helm of one of the most talked-about startups in the massive and fragmented educational technology (EdTech) industry. Just six years earlier, Nathoo and his

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