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Marketing The Core 9th Edition Roger A. Kerin - Solutions
Define social media and describe how they have transformed marketing communications. lop857
Identify the six most prominent social media and describe how brand managers integrate them into marketing actions. lop857
Describe the characteristics of a social media marketing program, including selecting social media and choosing social media content. lop857
You are a brand manager for a sneaker manufacturer like Nike or New Balance and you are trying to use Facebook to reach (a) college-aged women and (b)men over 55 years of age. What three or four “likes” or interests would you expect each segment to have when you try to reach it with Facebook?
In measuring the results of social media, what are the (a) advantages and (b)disadvantages of performance measures linked directly to revenues versus costs? lop857
How does Body Glove’s heritage and philosophy contribute to its success? lop857
How does emotional intelligence tie to adaptive selling? lop857
Identify the likely prospects for your product or service. lop857
Determine what information you should obtain about the prospect. lop857
Describe how you would approach the prospect. lop857
Outline the presentation you would make to the prospect for your product or service. lop857
Develop a sales plan, focusing on the organizational structure you would use for your salesforce (geographic, product, or customer). lop857
What factors are contributing to the growth of lacrosse and lacrosse equipment? lop857
How does Cascade Maverik approach sales management functions such as recruitment, training, and compensation? lop857
How does Laura Edward create customer value through the personal selling process? lop857
What do you see yourself doing in 5 years? In 10 years?
What jobs have you enjoyed the most? The least? Why?
Why do you want to work for our company?
What three factors are used to structure sales organizations? lop857
What are the three types of selling objectives? lop857
Which of the criteria mentioned in Chapter 10 help explain why changing the brand name to Body Glove was a good decision? lop857
Describe Body Glove’s use of traditional marketing tools. lop857
What social media platforms does Body Glove use to communicate with its customers today? lop857
Why are social media and mobile marketing an increasingly important part of Body Glove’s marketing plan? lop857
Discuss the nature and scope of personal selling and sales management in marketing. lop857
Identify the different types of personal selling. lop857
Explain the stages in the personal selling process. lop857
Describe the major functions of sales management. lop857
What is personal selling? lop857
What is involved in sales management? lop857
What is the principal difference between an order taker and an order getter? lop857
What is team selling? lop857
What are the six stages in the personal selling process? lop857
What is the distinction between a lead and a qualified prospect? lop857
Which presentation format is most consistent with the marketing concept? Why? lop857
What is the company's promotion policy?
What is the purpose of an institutional advertisement? lop857
Identify retailers in terms of the utilities they provide. P-968
What are the similarities and differences between the product and retail life cycles? lop857
How would you classify Walmart in terms of its position on the wheel of retailing versus that of an off-price retailer? lop857
Develop a chart to highlight the role of each of the four main elements of the retailing mix across the four stages of the retail life cycle. lop857
Breadth and depth are two important components in distinguishing among types of retailers. lop857
Discuss the breadth and depth implications of the following retailers discussed in this chapter: (a) Nordstrom, (b) Walmart, (c) L.L.Bean, and (d) Best Buy. lop857
According to the wheel of retailing and the retail life cycle, what will page 377 happen to factory outlet stores? lop857
The text discusses the development of online retailing in the United States. lop857
How does the development of this retailing form agree with the implications of the retail life cycle? lop857
What is the key to success at Mall of America? lop857
What trends contributed to the idea for the Mall of America? How did it get started? lop857
What challenges does Mall of America face as it strives to continue its success? lop857
What specific actions has Mall of America taken to address each challenge? lop857
Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. lop857
Explain why certain types of products and services are particularly suited for interactive marketing and online shopping and buying. lop857
Describe why consumers shop and buy online and how marketers influence online purchasing behavior. lop857
Discuss the impact of the growing number of dual-income households on (a) nonstore retailing and (b) the retail mix. lop857
Under what circumstances do producers assume wholesaling functions? lop857
Explain the alternative ways to classify retail outlets. P-968
Describe the many methods of nonstore retailing. P-968
Specify the retailing mix actions used to implement a retailing strategy. P-968
Explain changes in retailing with the wheel of retailing and the retail life-cycle concepts. P-968
Describe the types of firms that perform wholesaling activities and their functions. P-968
Centralized decision making and purchasing are an advantage of _______________ ownership. lop857
What are some examples of new forms of self-service retailers? lop857
A shop for big men’s clothes carries pants in sizes 40 to 60. Would this be considered a broad or a deep product line? lop857
Successful catalog retailers often send _______________ catalogs to _______________ markets identified in their databases. lop857
How are retailers increasing consumer interest and involvement in online retailing? lop857
Where are direct-selling retail sales growing? Why? lop857
Using the wheel of retailing, describe the characteristics of a new retail form that has just entered the market. lop857
Market share is usually fought out before the ________ stage of the retail life cycle. lop857
What is “the new science of retailing”? lop857
What is the difference between merchant wholesalers and agents? lop857
Define cross-channel consumers and the role of multichannel marketing in reaching these consumers. lop857
The consumer-initiated practice of generating content on a marketer’s website that is custom tailored to an individual’s specific needs and preferences is called ________________. lop857
What is the difference between pioneering and competitive ads? lop857
Fisher-Price Company, long known as a manufacturer of children's toys, has introduced a line of clothing for children. Outline a promotional plan to get this product introduced in the marketplace. lop857
Identify the sales promotion tools that might be useful for (a) Tastee page 427 Yogurt, a new brand introduction; (b) 3M self-sticking Post-it Notes; and (c) Wrigley's Spearmint gum. lop857
Design an integrated marketing communications program-using each of the five promotional elements-for Spotify, the online music streaming service. lop857
BMW recently introduced an updated model of its sports activity vehicle, the X6, to compete with other popular crossover vehicles such as the Mercedes- Benz GLE. Design a direct marketing program to generate (a) leads, (b) traffic in dealerships, and (c) direct orders. lop857
Develop a privacy policy for database managers that provides a balance of consumer and seller perspectives. How would you encourage voluntary compliance with your policy? What methods of enforcement would you recommend? lop857
What factors contributed to Taco Bell’s early success? lop857
Which of the promotional elements described in Figure 15–2 did Taco Bell use in its Doritos Locos Tacos campaign? lop857
How does Taco Bell ensure the continued success of the food chain? lop857
Explain the differences between product advertising and institutional advertising and the variations within each type. lop857
Describe the steps used to develop, execute, and evaluate an advertising program. lop857
Explain the advantages and disadvantages of alternative advertising media. lop857
Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions. lop857
Recognize public relations as an important form of communication. lop857
Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure and (b) corporate travel departments that select the airlines to be used by company employees. lop857
Develop a matrix to compare the five elements of the promotional mix on three criteria to whom you deliver the message, what you say, and when you say it. lop857
What are the seven website design elements that companies use to produce a customer experience? lop857
What marketing activities does Poshmark utilize to enhance its approach to social commerce? lop857
What are the six reasons consumers prefer to shop and buy online? lop857
What is the eight-second rule? lop857
How is shopping on Poshmark different from shopping on Amazon? How does Poshmark create value for its users? lop857
Which of the seven website design elements are incorporated into the Poshmark app? lop857
Discuss integrated marketing communications and the communication process. lop857
Describe the promotional mix and the uniqueness of each component.Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategies. lop857
Describe the elements of the promotion decision process.Explain the value of direct marketing for consumers and sellers. lop857
Explain the differences between a push strategy and a pull strategy. lop857
Describe the promotional objective for each stage of the product life cycle. lop857
Promotional programs can be directed to _________, __________, or both. lop857
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