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services marketing concepts
Marketing Concepts And Strategies 8th Edition O. C. Ferrell, Sally Dibb, William M. Pride, Lyndon Simkin - Solutions
Identify the elements of the personal selling process. Must a salesperson include all of these elements when selling a product to a customer? Why or why not?
What are the primary purposes of personal selling?
What is personal selling? How does personal selling differ from other types of promotional activity?
What factors must an organization consider before selecting a sponsor or recipient organization?
How can sponsorship enhance brand awareness for a sponsoring organization?
In what ways has the arrival of social media complicated life for the PR professional?
Explain the problems and limitations associated with using public relations. How can some of these limitations be minimized?
Define public relations and highlight its main roles.
How should an organization handle negative publicity?Identify a recent example of a company that received negative publicity. Did the company deal with it effectively?
What are target publics? Why must they be carefully identified and handled by a public relations department?
How do organizations use publicity? Give several examples of press releases that you have observed recently in local media.
What is publicity? How does it differ from advertising?
Discuss several ways to post-test the effectiveness of an advertisement.
What role does an advertising agency play in developing an advertising campaign?
What is the role of copy in an advertising message?
Describe the steps required in developing a media plan.
What factors affect the size of an advertising budget? What techniques are used to determine this budget?
What is an advertising platform and how is it used?
Why is it necessary to define advertising objectives?
What is an advertising target audience? How does a marketer analyze the target audience after it has been identified?
What are the major steps in creating an advertising campaign?
When should advertising be used to stimulate primary demand? When should advertising be used to stimulate selective demand?
What is the difference between institutional and product advertising?
What is integrated marketing communications (IMC) and what are the benefits of this approach?
Explain the difference between a pull policy and a push policy.Under what conditions should each be used?
How can a product’s characteristics affect the composition of its promotional mix?
Assume that a company is planning to promote a cereal to both adults and children. Along what major dimensions would these two promotional efforts have to be different?
How do target market characteristics determine which promotional methods to include in a promotional mix?
What is digital marketing and how does it impact on promotional strategy?
List the communications tools that direct marketing encompasses and explain the recent surge in popularity of this promotional tool.
What forms of interpersonal communication in addition to language can be used in personal selling?
How does publicity differ from advertising?
Identify and briefly describe the major promotional methods that can be included in an organization’s promotional mix.
What is category need? Illustrate your answer with examples.
Describe a product that many people are in the process of adopting. Have you begun the adoption process for this product? If so, what stage have you reached?
Describe the product adoption process. In certain circumstances, is it possible for a person to omit one or more of the stages in adopting a new product? Explain your answer.
Identify several causes of ‘noise’. How can a source reduce noise?
What is communication? Describe the communication process.Is it possible to communicate without using all of the elements in the communication process? If so, which ones can be omitted?
What significant developments have impacted most on marketers’ use of marketing communications?
What is the major task of promotion/marketing communications?
Discuss how the elements of the marketing mix affect physical distribution strategy.
Compare the five major transport modes in terms of costs, transit time, reliability, capability, accessibility, security and traceability.
How can managers improve inventory control? Give specific examples of techniques.
Describe the costs associated with inventory management.
Explain the major differences between private and public warehouses. What is a field public warehouse?
How does a product’s package affect materials-handling procedures and techniques?
What are the main tasks involved in order processing?
What is the advantage of using a total cost approach to distribution?
What factors must physical distribution managers consider when developing a customer service mix?
Discuss the cost and service trade-offs involved in developing a physical distribution system.
Describe the most common forms of non-store retailing and what is driving growth for some of these?
What are the principal types of retailers?
What role do retailers undertake in distribution?
Discuss the role of facilitating agencies. Identify three facilitating agencies and explain how each type performs this role.
Why are manufacturers’ sales offices and branches classified as wholesalers? Which independent wholesalers are replaced by manufacturers’ sales branches? Which independent wholesalers are replaced by manufacturers’sales offices?
What are the advantages of using agents to replace merchant wholesalers? What are the disadvantages?
Drop shippers take title to products but do not accept physical possession. Commission merchants take physical possession of products but do not accept title. Defend the logic of classifying drop shippers as wholesale merchants and agents as commission merchants.
Generically, what services do wholesalers provide to producers and retailers?
Is there a distinction between wholesalers and wholesaling?If so, what is it?
What considerations should influence multi-channel selection?
Why is multi-channel marketing increasingly the norm?
How do power bases within the channel influence the selection of the channel leader?
‘Channel cooperation requires that members support the overall channel goals to achieve individual goals.’ Comment on this statement.
What impact has the growing popularity of eCommerce had on marketing channels?
Explain the differences among intensive, selective and exclusive methods of distribution.
Explain the major characteristics of each of the three types of vertical marketing system (VMS).
Name and describe companies that use (a) vertical integration and (b) horizontal integration in their marketing channels.
Identify and explain the major factors that influence decision-makers’ selection of marketing channels.
Can one channel member perform all channel functions?
How does the number of intermediaries in the channel relate to the assortments retailers need?
How do the major functions that intermediaries perform help resolve discrepancies in assortment and in quantity?
Why do consumers often blame intermediaries for distribution inefficiencies? List several reasons.
Why might a producer choose to use more than one marketing channel?
Describe an industrial distributor. What types of product are marketed through industrial distributors?
‘Shorter channels are usually a more direct means of distribution and therefore are more efficient.’ Comment on this statement.
Compare and contrast the four major types of marketing channel for consumer products. Through which type of channel is each of the following products most likely to be distributed: (a) new cars, (b) cheese biscuits, (c) cut-your-own Christmas trees, (d) new textbooks, (e) sofas, (f) soft drinks?
Why is the concept of market segmentation relevant in the marketing of social causes?
Discuss the development of a marketing strategy for a university. What marketing decisions should be made in developing this strategy?
Provide examples of social marketing interventions and consider who the target audiences are.
What are the differences between clients, publics and consumers?What is the difference between a target public and a target market?
Relate the concepts of product, place/distribution, promotion and price to a marketing strategy aimed at preventing drug abuse.
Compare and contrast the controversial aspects of nonprofit versus business marketing.
What is the most important dimension in determining customer evaluation of service quality?
Analyze the demand for the hire of sunbeds and discuss ways to cope with fluctuating demand.
Why is it difficult to create and maintain a differential advantage in many service organizations?
What additional elements must be included in the marketing mix for services? Why?
How do search, experience and credence qualities affect the way consumers view and evaluate services?
Use the five-category classification scheme (Table 13.2) to analyze a car valeting service, and discuss the implications for marketing mix development.
What is the significance of ‘tangibles’ in service industries?
Identify and discuss the distinguishing characteristics of services. What problems do these characteristics present to marketers?
What are the diagnostic capabilities of the ABC sales:contribution analysis?
What are the advantages of the directional policy matrix(DPM) over the BCG product portfolio matrix?
What are the major considerations in developing the BCG product portfolio matrix? Define and explain the four basic types of product suggested by the Boston Consulting Group.
In what ways do the stages of the product life cycle impact on a company’s management of its product portfolio?
Give several reasons why a company might be unable to eliminate an unprofitable product.
How can a company prolong the life of a mature product?What actions should be taken to try to stem the product’s decline?
Detail the key stages of the product life cycle.
What are the stages of the product adoption process and how do they affect the commercialization phase?
Compare and contrast three ways of modifying a product.
What are the advantages and disadvantages of test marketing?
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