Questions and Answers of Principles Of Marketing

Marketers calculate and track customer-centered metrics to assess their performance, such as customer lifetime value customer equity. How are these two measures related?
What are the five marketing orientations, and what do marketing managers prioritize when operating under each?
What is marketing, and what is the goal of the marketing process?
Compare recent Twitter posts from Starbucks (@starbucks) and Dunkin' (@dunkindonuts). Based on posts that are not related to the products-and customer responses to those posts-do you agree or
"Greenwashing" is the practice of promoting a product by misleading consumers about its environmentally beneficial aspects. Products might be labeled as "natural," "green," "environmentally
In 2015, Volkswagen admitted to cheating emissions testing regimes using devices in its diesel engines that hid their true and illegally high pollution emission levels during testing. Since then,
The Environmental Working Group is a community 30 million strong, working to protect our environmental health by changing industry standards. It advocates for environmental causes related to the
What is sense-of-mission marketing, and how does it impact on a business?
How would you distinguish between consumerism and environmentalism in terms of scope and influence?
How can marketing be criticized in terms of its negative impact on competitors and competition?
What are some the positive social effects of marketing?
Explain how marketing can be perceived as having a negative impact on the consumer.
Dr. Bronner's Magic Soaps, headquartered in Vista, California, introduced the world's first organic soap. The company operates on six cosmic principles: Work hard! Grow!; Do right by customers!;
How might Elon Musk's outspoken political views and attempts to take over Twitter affect the Tesla brand, where he serves as CEO?
Dr. Bronner's Magic Soaps, headquartered in Vista, California, introduced the world's first organic soap. The company operates on six cosmic principles: Work hard! Grow! Do right by customers! Treat
MyEye 2.0 is a thumb drive-sized device that weighs less than an ounce and attaches magnetically to the stem of almost any pair of glasses. It helps people with impaired vision to "see." It
MyEye 2.0 is a thumb drive-sized device that weighs less than an ounce and attaches magnetically to the stem of almost any pair of glasses. It helps people with impaired vision to "see." It
Swedish retailer H&M is one of the world's most recognizable fast-fashion brands. Headquartered in Stockholm, the company is the second-largest fashion retailer in the world, just trailing behind
Swedish retailer H&M is one of the world's most recognizable fast-fashion brands. Headquartered in Stockholm, the company is the second-largest fashion retailer in the world, just trailing behind
Swedish retailer H&M is one of the world's most recognizable fast-fashion brands. Headquartered in Stockholm, the company is the second-largest fashion retailer in the world, just trailing behind
Swedish retailer H&M is one of the world's most recognizable fast-fashion brands. Headquartered in Stockholm, the company is the second-largest fashion retailer in the world, just trailing behind
Swedish retailer H&M is one of the world's most recognizable fast-fashion brands. Headquartered in Stockholm, the company is the second-largest fashion retailer in the world, just trailing behind
Sustainable marketing calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future
How do marketing efforts impact society? Discuss both sides of this issue.
Identify a company that is engaged in product stewardship and explain how its practices differentiate it from companies that merely practice pollution prevention.
Identify the challenges associated with managing a double bottom line of values and profits.
What guidelines should firms follow when developing corporate marketing ethics policies?
Products can be classified according to their degree of immediate consumer satisfaction and long-run consumer benefit as deficient, pleasing, salutary, or desirable products. Identify two products
“Greenwashing” is the practice of promoting a product by misleading consumers about its environmentally beneficial aspects. Products might be labeled as “natural,” “green,”
Analyze recent Twitter posts from Starbucks and Dunkin’. Based on posts that are not related to the products—and customer responses to those posts—do you agree or disagree with Dunkin’s
How do Starbucks’s decision to get political and Dunkin’s decision to remain politically neutral relate to the five sustainable marketing principles?During a time when Starbucks was vowing to
In a small group, research how Patagonia’s previous societally oriented marketing decisions impacted its sales and profits. Then discuss how Patagonia’s decision about who to target for
Is it wrong for Patagonia to exclude customers from firms that have different philosophies? Support your answer.
Calculate the gross margin dollars and percentage for the MyEye 2.0 and the iPhone X. Refer to The Profit-and-Loss Statement and Marketing Budget in Appendix 2: Marketing by the Numbers to learn how
Discuss the pros and cons of the company’s decision to price the MyEye 2.0 so high. Is the company following the principle of societal marketing? Should it?MyEye 2.0 is a thumb drive-sized device
Give as many examples as you can for how TLG defies the common social criticisms of marketing.The LEGO Group (TLG) is not only the world’s largest toy maker. After rebuilding itself as a purposeful
Of the five sustainable marketing principles discussed in the text, which one best describes TLG’s approach?The LEGO Group (TLG) is not only the world’s largest toy maker. After rebuilding itself
Would TLG be more financially successful if it were not so focused on social responsibility? Explain.The LEGO Group (TLG) is not only the world’s largest toy maker. After rebuilding itself as a
How would you classify Nokia’s competitive position just prior to the introduction of the iPhone when it sold its mobile phone business to Microsoft? Today?Nokia was once the world’s largest
Is Nokia a market-centered company? How can it improve in this area?Nokia was once the world’s largest maker of phones. These days, smartphone buying customers hardly recognize Nokia as a maker of
Evaluate Nokia according to Treacy and Wiersema’s value disciplines. Does Nokia pursue the same value discipline today that it did when it led the mobile phone market?Nokia was once the world’s
Briefly describe the World Trade Organization and its role in world trade.
What environmental factors must international marketers consider when entering foreign markets?
Name and explain a company’s market entry options for international markets.
Name and discuss the two marketing strategies global companies can use to adapt to foreign markets. What are the benefits of each strategy?
Define personal selling and discuss its role in a company’s promotion mix.
Name and explain the major steps in sales force management.
What is social selling? How are salespeople using digital technologies to benefit their companies?
Identify and briefly describe the steps in the personal selling process. How does this process work with engaging customers and building relationships?
Discuss the differences among consumer promotions, trade promotions, and business promotions. Provide examples of the different sales promotion tools that could be used in each promotion campaign.
Write a job description for an order getter at Snap-on tools, a company that sells advanced tools to auto mechanics and technicians.
A sales manager for a telecommunications company is trying to calculate the optimal number of salespeople. The company has 500 A-level accounts and 3,000 B-level accounts. A-level accounts require 20
Design a consumer promotion to increase brand awareness and trial of cricket flour-based Chirps Chips (www.eatchirps.com).
Marriott used the innovation lab as both a business promotion and a consumer promotion, which served different segments with different needs. Was that a wise strategy? Explain.Marriott set up a
An alternative, potentially lower cost way to get consumers to interact with the Aloft and Element brands would be to offer deep promotional discounts to influencers and prospects so they stay at one
A recent analysis of top salespeople suggested salespeople who are driven by a strong sense of customer-related purpose outsell salespeople who are focused on sales and money goals. The insurance
Why would the insurance companies recruit existing pharmaceutical salespeople instead of hiring and training their own sales forces?One criticism of pharmaceutical sales is that it makes healthcare
If Mountain Goat’s markup percentage on selling prices is 35 percent, what margin will the retailer realize for each bike purchased during the premium offer? How many additional bikes would
Mountain Goat ran the promotion and sold 15 bikes during the promotional period. Assuming the $500 spent on advertising is the only marketing cost associated with this promotion, calculate the net
From the perspective of team selling, discuss the positive as well as some possible negative aspects to the customer business development sales organization.P&G is the largest consumer products
Discuss some ways that the CBD structure may be more effective than a single sales rep for each step in the personal selling process.P&G is the largest consumer products firm in the world and one
It seems that P&G has the most effective sales force structure of any company in its industry. Why have competitors not been able to match it?P&G is the largest consumer products firm in the
Compare and contrast the new direct marketing model with the traditional direct marketing model.
List the major forms of direct and digital marketing. Has there been a shift in how marketers use direct marketing?
What is mobile marketing and why is it important to marketers?
How can marketers use social media and mobile marketing to engage customers? What challenges do marketers face?
Discuss how the traditional forms of direct marketing continue to be important promotion tools.
How does the General Data Protections Regulation (GDPR) act affect data collection and protection?
Taco Bell uses social media to engage consumers around marketing stunts targeting its millennial and Gen Z segments. For example, it has hosted Airbnb sleepovers in its restaurants and once erected a
Thanks to the Internet of Things, marketers can now add value to the shopping experience by using digital displays. They can use the displays to gather data about consumers, send advertising messages
Discuss QVC’s shift in strategy. What competitive advantages can now be achieved?With many online retailers having to look giants Amazon and Walmart directly in the eye, home shopping network QVC
Calculate the performance metrics listed in the table above. Based on these metrics, evaluate the campaign.Uniqlo is a Japanese retail brand that has grown into a global brand in 15 countries thanks
Calculate the net marketing contribution (NMC), marketing return on sales (marketing ROS), and marketing return on investment (marketing ROI). Was the campaign successful? Uniqlo is a Japanese
Visit qvc.com and connect to one or more of its social media links. What about QVC’s social media presence engages you the most as a potential customer?With many online retailers having to look
How should companies that offer home hubs address consumer concerns about privacy violations?Home hubs that contain voice technologies and microphones, such as Amazon’s Echo with Alexa and
Is it ethical for marketers to gather and use data from inside the home to improve the value proposition to consumers? Explain.Home hubs that contain voice technologies and microphones, such as
As a mobile marketplace, how does Offer Up provide value to shoppers? Sellers?When people think of buying and selling things online locally, most think automatically of Craigslist, the classified ad
Analyze OfferUp’s business model relative to the different forms of digital and online marketing covered in this chapter.When people think of buying and selling things online locally, most think
Describe the value of OfferUp to national brands and retailers as a channel for mobile marketing. Does OfferUp also pose a threat these companies?When people think of buying and selling things online
Compare the competitive relationship between OfferUp and LetGo to that of Uber and Lyft. Based on this comparison, what does the future hold for OfferUp?When people think of buying and selling things
Do you agree with Nick Huzar that OfferUp can succeed without taking business away from Craigslist? Explain.When people think of buying and selling things online locally, most think automatically of
What questions should marketing managers ask after they identify the firm’s main competitors?
The multibillion-dollar pet care market is growing thanks to market factors including the increased availability of technology products for pets, the use of the internet to feature pets, the rise in
Is it possible for a firm to lose customers to a company that is outside of its strategic group? Explain.
How does a market-centered company compare to a competitor-centered company, a product-oriented company, and a customer-centered company?
Walmart, a market leader and the nation’s biggest private employer, recently implemented a “Great Workplace” model that increases wages and responsibilities for some employees and emphasizes
Using the internet, find one market nicher in each of three different industries. Identify the competitive strategy each one uses.
Marketing by the Numbers and calculate market shares for each company for both years. Calculate the percentage change in year-over-year unit sales for each company. What can you conclude from the
Compare Uniqlo’s approach on Instagram (www.instagram.com/uniqlousa) to Madewell’s approach (www.instagram.com/madewell). Based on your comparison, is Uniqlo a market challenger, market follower,
In a small group, design a social media approach that would help increase brand awareness and communicate the value proposition of Uniqlo relative to its competitors.Uniqlo targets young, urban,
Phat Beets and Imperfect Produce are in different categories but serve similar target markets with similar products. How should Phat Beets differentiate itself from Imperfect Produce, if at
Find market data for previous years and analyze how the smartphone market has changed over time.Greek philosopher Heraclitus certainly understood modern-day markets when he said, “The only thing
Is it ethical for ugly produce companies to position themselves as social enterprises or as solutions to the food waste challenge? Why or why not?Following a USDA report that nearly one-third of food
How would you describe Nokia’s competitive advantage when it was strong in the mobile phone market? Today?Nokia was once the world’s largest maker of phones. These days, smartphone buying
Briefly outline the strategies used for adapting products to a global market. Provide an example for each strategy.
Should Unilever utilize standardized international pricing for its Sunsilk hair care products? Why or why not?
Based on national security concerns, the United States and several U.S. allies have chosen to limit market access for Huawei, a Chinese telecommunications company that is neck and neck with Apple as
Lululemon, a Canada-based retailer, is facing increased competition from less expensive alternatives to its $100 yoga pants. However, instead of lowering prices or expanding beyond its own 440 stores
You have been asked to consult with a small business owner who wants to expand her company overseas. She has asked you to develop a global marketing strategy. You are not certain if the owner
The cultural environment is likely having the greatest impact on Tinder’s growth in India. The decline in arranged marriages and the increase in young people working in cities may be fueling demand

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