Marketing The Core 9th Edition Roger A. Kerin - Solutions

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1. Explain what services are and identify important trends in services.
(a) If you had a limited budget and two weeks to decide which two flavors to put into quantitative testing, would you choose a “poll only” or a “contest only”strategy? Why? (b) If you had a sizable budget and two months to make the same decision, which scenario would you choose? Why? lPO05
(a) What are the advantages of using a fixed- alternative poll question on Facebook? (b) When do you think it would be better to use an open-ended question? lPO05
(a) What evokes consumers’ “engagement” on a brand page on Facebook? (b)What attracts consumers to “like” a brand page on Facebook? lPO05
(a) On a Facebook brand page, what are “engagement” and “likes”really measuring? (b) For Carmex, which is more important and why? lPO05
What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross section of Internet households or (b) an online survey of Carmex Facebook likers? lPO05
How do you make a lost-horse forecast? lPO05
What are the three kinds of sales forecasting techniques? lPO05
What is the difference between a panel and an experiment? lPO05
Which type of survey provides the greatest flexibility for asking probing questions: mail, telephone, or personal interview? lPO05
What is the difference between observational and questionnaire data? lPO05
What are some advantages and disadvantages of secondary data? lPO05
What is the difference between secondary and primary data? lPO05
What are constraints, as they apply to developing a research plan? lPO05
What is the five-step marketing research approach? lPO05
What is marketing research? lPO05
What product and promotion strategies does Mary Kay, Inc. employ in China? lPO05
What global market-entry strategy did Mary Kay use in China? lPO05
Why is Mary Kay a global brand? lPO05
Is Mary Kay, Inc. an international firm, a multinational firm, or a transnational firm based on its marketing strategy? lPO05
What special marketing issues are involved in trying to reach these customers? lPO05
In which countries do these potential customers live? lPO05
What features of your product are especially important to potential customers? lPO05
When foreign currencies can buy more U.S. dollars, are U.S. products more or less expensive for a foreign consumer? lPO05
Cross-cultural analysis involves the study of __________. lPO05
What is the difference between a multidomestic marketing strategy and a global marketing strategy? lPO05
The United States–Mexico–Canada Agreement replaced what trade agreement? lPO05
What is protectionism? lPO05
Explain the distinction between standardization and customization when companies craft worldwide marketing programs? lPO05
Name and describe the alternative approaches companies use to enter global markets. lPO05
Identify the environmental forces that shape global marketing efforts. lPO05
Identify the major developments that have influenced world trade and global marketing. lPO05
Describe the nature and scope of world trade from a global perspective. lPO05
Provide an example of each of the three buying situations—straight rebuy, modified rebuy, and new buy—at Trek. lPO05
How has Trek’s interest in the environmental impact of its business influenced its organizational buying process? lPO05
What selection criteria does Trek utilize when it selects a new supplier or evaluates an existing supplier? lPO05
What is the role of the buying center at Trek? Who is likely to comprise the buying center in the decision to select a new supplier at Trek? lPO05
What are the three types of buying situations or buy classes? lPO05
What one department is almost always represented by a person in the buying center? lPO05
How does each member of the group perceive our firm, our products and services, and our salespeople? lPO05
What are the buying criteria of each member? lPO05
What is the relative influence of each member of the group? lPO05
Which individuals are in the buying center for the product or service? lPO05
What are the three main types of organizational buyers? lPO05
Organizational buyers are ___________. lPO05
Recognize the importance and nature of online buying in industrial, reseller, and government organizational markets. lPO05
Explain how buying centers and buying situations influence organizational purchasing. lPO05
Describe the key characteristics of organizational buying that make it different from consumer buying. lPO05
Distinguish among industrial, reseller, and government organizational markets. lPO05
What challenges does Coppertone face in the future? What actions would you recommend related to each challenge? lPO05
What specific marketing activities does Coppertone utilize to help the company grow in the marketplace? lPO05
What are the possible situational, psychological, and sociocultural influences on the Coppertone consumer purchase decision process? lPO05
Describe the five-stage purchase decision process for a Coppertone customer. lPO05
How has an understanding of consumer behavior helped Coppertone grow in the United States and around the globe? lPO05
What two challenges must marketers overcome when marketing to Hispanic consumers? lPO05
Marketers are concerned with which types of reference groups? lPO05
What are the two primary forms of personal influence? lPO05
What does lifestyle mean?? lPO05
What three attitude-change approaches are most common?? lPO05
The problem with the Toro Snow Pup was an example of selective ____________.? lPO05
What is the term for postpurchase anxiety?? lPO05
The brands a consumer considers buying out of the set of brands in a product class of which the consumer is aware are collectively called the _______________.? lPO05
What is the first stage in the consumer purchase decision process?? lPO05
Identify the major sociocultural influences on consumer behavior.? lPO05
Identify the major psychological influences on consumer behavior.? lPO05
decision process: extended, limited, and routine problem solving.? lPO05
Distinguish among three variations of the consumer purchase? lPO05
Describe the stages in the consumer purchase decision process. lPO05
Suppose you are the advertising manager for a new line of children’s fragrances. Which form of media would you use for this new product? lop857
How is user-generated content presented by someone using Facebook? lop857
You see the same ad in Time and Fortune magazines and on TV and Instagram. Is this an example of reach or frequency? lop857
What are social media? lop857
In classifying social media, what do we mean by (a) media richness and(b) self-disclosure? lop857
What is influencer marketing? lop857
What are some ways brand managers use Facebook to converse with a brand’s fans? How does Facebook facilitate mobile marketing activities? lop857
How can brand managers use YouTube to converse with customers? lop857
What is a new form of mobile marketing using online video? What did the Carmex team do to exploit its incredible good fortune after seeing Michael Drysch make his “Half-Court Hero” shot? lop857
What are the seven kinds of social media content? lop857
Stated simply, how can an advertiser on Facebook expect to generate sales? lop857
What is an example of how the real (physical) and digital (virtual)worlds are converging? lop857
What types of apps utilize the continuous connection provided by mobile marketing? lop857
Can personal privacy become a problem as the real and digital worlds converge with smart systems? lop857
In your new job as a retail store manager you decide to add mobile marketing to your promotional campaign. Describe how ads directed at connected cars could increase sales in your store. lop857
You and three college friends have decided to launch an online business selling clothes college students wear—T-shirts, shorts, sweats, and so on. You plan to use Facebook ads. What “likes” or interests do (a) college men and (b) college women have that might help you in planning your
You are about to graduate from college and want a job in marketing research or sales. Go to LinkedIn.com to register, and determine what information you would put on your profile to help you find a new job. lop857
What is the significance of user-generated content when contrasted with social media and traditional media? lop857
Identify the cause of the convergence of the real and digital worlds and how this will affect the future of social media. lop857
Compare the performance measures of social media linked to costs (inputs) versus revenues (outputs). lop857
Why has the Internet become a popular advertising medium? lop857
Describe the three approaches to scheduling advertising? lop857
How does competitive product advertising differ from competitive institutional advertising? lop857
You have recently been promoted to be director of advertising for the Timkin Tool Company. In your first meeting with Mr. Timkin, he says, “Advertising is a waste! We’ve been advertising for six months now and sales haven’t increased. Tell me why we should continue.” Give your answer to Mr.
A large life insurance company has decided to switch from using a strong fear appeal to a humorous approach. What are the strengths and weaknesses of such a change in message strategy? lop857
Some national advertisers have found that they can have more impact with their advertising by running a large number of ads for a period and then running no ads at all for a period. Why might such a flighting schedule be more effective than a continuous schedule? lop857
How can public relations be used by automobile manufacturers following recall notices related to faulty airbag inflators? lop857
What are two advantages and two disadvantages of the advertising posttests described in the chapter? lop857
What is Fallon’s philosophy regarding its business model and culture? lop857
Describe the steps Fallon uses to develop a campaign for a client. lop857
What factors contributed to the success of the Arby’s campaign? lop857
What skills and interests will help future advertising professionals? lop857

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Marketing The Core 9th Edition Roger A. Kerin - Solutions

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