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services marketing concepts
Marketing Concepts And Strategies 8th Edition O. C. Ferrell, Sally Dibb, William M. Pride, Lyndon Simkin - Solutions
List and discuss the five requirements for an effective control process.
Total quality management is a growing force in many businesses. What is TQM? How can it help to implement marketing strategies effectively?
What is internal marketing? Why is it important in implementing marketing strategies?
What attributes distinguish relationship marketing from transaction-based marketing?
How does communication help in implementing marketing plans?
Why is motivation of marketing personnel important in implementing marketing plans?
What are the implementation requisites for marketing strategies and plans?
What factors can be used to organize the internal aspects of a marketing unit? Discuss the benefits of each type of organization.
What marketing activities must be undertaken by an organization striving to establish the marketing concept at its heart?
What determines the place of marketing within an organization?Which type of organization is best suited to the marketing concept? Why?
Why would a company use a marketing audit?
What is the Delphi method of forecasting? Why is it a popular tool?
What is a sales forecast, and why is it important?
Why is a marketer concerned about sales potential when trying to find a target market?
In what ways does marketing planning help with establishing controls for a marketing function?
Why does it take three years before the use of marketing planning typically is routinized in a company?
Why is it important to seek a differential advantage?
What issues must be analyzed thoroughly during marketing planning prior to the formulation of a marketing programme?
What is a SWOT analysis? How does it lead to an understanding of realistic marketing opportunities?
In what ways do marketing environment forces affect marketing planning? Give some examples.
Were you asked to direct the production of a marketing plan what would be your game plan and approach?
What are the main tasks involved with producing a marketing plan?
What is the timespan for a marketing plan?
What is the difference between a marketing plan and a corporate plan?
What is marketing planning? How does it help companies address their market places better?
What additional factors determine a company’s pricing policy in foreign markets?
How and why can the place/distribution ingredient of the marketing mix cause problems for international marketers?
What are the principal choices a company can make when manipulating the marketing mix for international markets?
Why do the marketers of services place so much emphasis on the people ingredient of the marketing mix?
Why is it difficult to create and maintain a differential advantage in many service businesses?
What additional elements must be included in the marketing mix for services? Why?
Why are social media and consumer-to-consumer communications so important in the success of services?
Discuss the role of promotion (MarComms) in services marketing.
Why must a competitive advantage be based on more than just low prices?
Compare three methods of determining the price of business products.
Why would a business marketer spend resources on advertising aimed at stimulating consumer demand?
Why do business marketers rely on personal selling more than consumer products’ marketers?
What are the major advantages and disadvantages of using distributors for business marketing?
How do business-to-business marketing mixes differ from those of consumer products?
What factors must be taken into consideration when adopting a marketing-oriented approach to pricing?Discussion and review questions
Why do consumers associate price with quality? When should prestige pricing be used?
For what types of product would a pioneer price skimming approach be most appropriate? For what types of product would penetration pricing be more effective?
The new product will be charged £18 000 a year for its share of general overheads. Advertising expenditure will be £80 000, and £55 000 will be spent on distribution.If the product sells for £12, what is the break-even point in units? What is the break-even point in sales volume?
The Chambers Company has just gathered estimates in preparation for a break-even analysis for a new product.Variable costs are £7 per unit. The additional plant will cost£48
Explain why optimum profits should occur when marginal cost equals marginal revenue.
List the characteristics of products that have inelastic demand. Give several examples of such products.
Why do most demand curves demonstrate an inverse relationship between price and quantity?
Identify the eight stages that make up the process of establishing prices.
Why is the concept of EVC (economic value to the customer)important when setting prices in business-to-business markets?
What is the difference between a price discount and price discrimination?
Why must marketers consider consumers’ perceptions of value for money when setting prices?
How do legal and regulatory forces influence pricing decisions?
What types of expectation may channel members have about producers’ prices, and how do these expectations affect pricing decisions?
In what ways do other marketing mix variables affect pricing decisions?
Why is it crucial to consider both marketing objectives and pricing objectives when making pricing decisions?
How does a pricing objective of return on investment (ROI)differ from a pricing objective to increase market share?
Compare and contrast price and non-price competition.Describe the conditions under which each form works better.
Why are pricing decisions so important to a business?
Why is multi-channel management such an important aspect of marketing strategy?
What is meant by omni-marketing?
In what ways are online marketing activities measured?
Why are marketing analytics now so important?
What is meant by the term big data? In what ways are big data altering marketing practices?
What are some of the latest innovations being driven by digital and social media?
Why has public relations largely transferred to a digital environment?
What is meant by email marketing? For what purposes is it most useful?
Using examples of your choice, consider how well-known brands are embracing mobile marketing.
In what ways has mobile marketing been a game-changer?
In what ways has the growth of consumer-to-consumer communication in a digital world altered the nature of marketing?
How do marketers use social media to test out ideas and research their hunches?
In what ways do consumers embrace social media to influence their own product choices and those of others?
What is the impact of social media on marketing?
What is meant by multi-screen marketing?
In what ways have media options changed with the advent of digital?
Explain what is meant by content marketing.
What is search engine optimization (SEO) and why is it important?
Considering examples of your choice, outline some of the changes to the consumer buying decision-making process brought about by digital?
What are some of the biggest challenges and concerns associated with the growth of digital marketing?
What are the main benefits for marketers of adopting digital marketing?
Define what is meant by the term digital marketing.
In what ways is direct marketing an ‘interactive’ system?Which marketing channel intermediaries are bypassed due to the nature of this system?
Discuss the ways social media pose challenges to marketers?
Why is mobile marketing exciting many brand managers?
What are the essential requirements for a website likely to appeal to targeted consumers?
Marketers initially viewed the internet primarily as a means to disseminate product and manufacturer information. What technological advances had to be made before the internet could be used for selling opportunities?
What are the problems facing users of direct mail?
How does direct mail gain the interest of its recipients?
What types of sales promotion methods have you observed recently?
For each of the following, identify and describe three techniques and give several examples:a. consumer sales promotion techniques, andb. trade sales promotion methods.
Does sales promotion work well in isolation from the other promotional mix elements?
What is sales promotion? Why is it used?
How does key account management work alongside market segmentation?
What is key account management?
How does a sales manager who cannot be with each salesperson in the field on a daily basis control the performance of sales personnel?
Explain the major advantages and disadvantages of the three basic methods of compensating salespeople. In general, which method do you prefer? Why?
What major issues or questions should be considered when developing a salesforce training programme?
How should a sales manager establish criteria for selecting sales personnel? What are the general characteristics of a good sales person?
Identify several characteristics of effective sales objectives.
Are order getters more aggressive or creative than order takers? Why or why not?
How does a salesperson find and evaluate prospects? Do you find any of these methods ethically questionable?
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