Marketing Research An Integrated Approach 2nd Edition Alan M. Wilson - Solutions

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4-2. What is a marketing information system (MIS), and what characteristics should it possess? (AACSB: Communication)
4-1. What is big data, and what opportunities and challenges does it provide for marketers? (AACSB: Communication;Reflective Thinking)
5-5 list and define the steps in the business buying decision process. The Business Buying Process (187–189); E-Procurement and Online Purchasing(190); Business-to-Business Digital and Social Media Marketing(190–191)
5-4 Define the business market and identify the major factors that influence business buyer behavior.Business Markets and Business Buyer Behavior (182); Business Markets (182–184); Business Buyer Behavior (184–187)
5-3 Describe the adoption and diffusion process for new products. The Buyer Decision Process for New Products (179–181)
5-2 identify and discuss the stages in the buyer decision process. The Buyer Decision Process (177–179)
5-1 Understand the consumer market and the major factors that influence consumer buyer behavior.Consumer Markets and Consumer Buyer Behavior (162); Model of Consumer Behavior (162–163); Characteristics Affecting Consumer Behavior (163–176)
3-18. Discuss a recent change in the technological environment that impacts marketing. How has it affected buyer behavior and how has it changed marketing? (AACSB: Written and Oral Communication; Reflective Thinking)
3-17. What is environmental sustainability and why has it grown in importance for marketers? (AACSB: Communication)
3-16. With Satisfries, has Burger King truly created customer value, or is it just chasing trends? Explain.
3-15. Considering marketing environment forces, describe how Burger King went about developing its new Satisfries.
3-14. Research another demographic trend and create a presentation to marketers regarding the significance of the trend you analyzed. (AACSB: Communication;Reflective Thinking)
3-13. What percentage change in the total and Hispanic populations occurred in each state between 2000 and 2010? What conclusions can be drawn from this analysis?(AACSB: Communication; Analytical Reasoning;Reflective Thinking)
3-12. Debate whether technology and access to comparison Web sites means that this type of practice is doomed.(AACSB: Communication; Use of IT; Reflective Thinking)
3-11. Discuss what it is about the competitive environment of the insurance industry that might allow this type of practice. (AACSB: Communication; Use of IT; Reflective Thinking).
3-10. Describe examples of two other businesses based on the sharing economy model and create a new business idea based on this concept. (AACSB: Communication;Reflective Thinking)
3-9. Describe how Uber’s business model works and the role technology has played in its success. What are the arguments for banning these types of businesses? What are the arguments for defending them? (AACSB: Communication;Use of IT; Reflective Thinking)
3-8. Visit www.causemarketingforum.com to learn about companies that have won Halo Awards for outstanding cause-related marketing programs. Present an award-winning case study to your class. (AACSB:Communication; Use of IT)
3-7. Form a small group and discuss cultural trends in the United States. Research one of them in depth and create a presentation on the trend’s impact on marketing. (AACSB: Communication; Reflective Thinking)
3-6. In 1965, more than 40 percent of American adults were smokers. That percentage has now fallen to less than 18 percent. Tobacco companies have dealt with this threat by developing new markets overseas and also developing alternative nicotine products such as electronic cigarettes
3-5. How should marketers respond to the changing environment?(AACSB: Communication)
3-4. Compare and contrast core beliefs/values and secondary beliefs/values. Provide an example of each and discuss the potential impact marketers have on each.(AACSB: Communication; Reflective Thinking)
3-3. Describe Generation Z. What differentiates it from other demographic groups, such as baby boomers, Generation X, and Millennials? (AACSB: Communication;Reflective Thinking)
3-2. Who are the Millennials, and why are they of so much interest to marketers? (AACSB: Communication;Reflective Thinking)
3-1. Name and describe the types of publics in a company’s marketing environment. (AASCB: Communication)
4-5 Discuss the special issues some marketing researchers face, including public policy and ethics issues. Other Marketing Information Considerations(151–155)
4-4 explain how companies analyze and use marketing information. Analyzing and Using Marketing Information (146–151)
4-3 outline the steps in the marketing research process. Marketing Research (134–146)
4-2 Define the marketing information system and discuss its parts. Assessing Marketing Information Needs (130); Developing Marketing Information (130–134)
4-1 explain the importance of information in gaining insights about the marketplace and customers.Marketing Information and Customer Insights (128–129)
3-5 Discuss how companies can react to the marketing environment. Responding to the Marketing Environment (119–121)
3-4 explain the key changes in the political and cultural environments. The Political and Social Environment(113–116); The Cultural Environment (116–119)
3-3 identify the major trends in the firm’s natural and technological environments. The Natural Environment (109–110); The Technological Environment(110–113)
3-2 explain how changes in the demographic and economic environments affect marketing decisions.The Demographic Environment (100–108); The Economic Environment (108–109)
3-1 Describe the environmental forces that affect the company’s ability to serve its customers. The Microenvironment (96–100); The Macroenvironment (100)
2-19. Marketers are increasingly held accountable for demonstrating marketing success.Research the various marketing metrics, in addition to those described in the chapter and Appendix 3, used by marketers to measure marketing performance. Write a brief report of your findings. (AACSB: Written and
2-18. Explain the roles of market segmentation, market targeting, differentiation, and positioning in implementing an effective marketing strategy. (AACSB:Communication)
2-17. How has Konica Minolta modified its marketing mix?Are these changes in line with its mission?Konica Minolta has been in business since 1873. For decades, it was a successful photo company selling cameras, equipment, and supplies primarily to final consumers. But dramatic changes in the
2-16. What market conditions led Konica Minolta to reevaluate its marketing strategy?Konica Minolta has been in business since 1873. For decades, it was a successful photo company selling cameras, equipment, and supplies primarily to final consumers. But dramatic changes in the marketing
2-15. What is Konica Minolta’s mission?Konica Minolta has been in business since 1873. For decades, it was a successful photo company selling cameras, equipment, and supplies primarily to final consumers. But dramatic changes in the marketing environment forced the company to reevaluate its
2-14. Go to Yahoo! Finance (http://finance.yahoo.com/)and find the income statements for two other competing companies. Perform the same analyses for these companies that you performed for the previous question.Which company is doing better overall and with respect to marketing? For marketing
2-13. Calculate profit margin, net marketing contribution, marketing return on sales (or marketing ROS), and marketing return on investment (or marketing ROI) for each company. Which company is performing better? (AACSB:Communication; Use of IT; Analytic Thinking)
2-12. Business Monitor International is one of several organizations that seek to predict future trends in sectors, countries, and financial markets. How are these services sold to businesses as legitimate business planning tools? (AACSB:Written and Oral Communication; Reflective Thinking)
2-11. In some cases, short-term predictions are far more reliable than long-term ones. To what extent should businesses base their long-term planning on the views of“experts”? (AACSB: Written and Oral Communication;Ethical Understanding and Reasoning)
2-10. Create a new mission statement for Google that will take it through the rest of this century. (AACSB: Communication;Reflective Thinking)
2-9. Conduct research on Google to learn more about its products and services. Some say the time has come for Google to create a new mission statement. Do you agree? Explain.(AACSB: Communication; Reflective Thinking)
2-8. Create a mission statement for a nonprofit organization you would be interested in starting. Have another student evaluate your mission statement while you evaluate the other student’s statement, suggesting areas of improvement. (AACSB: Communication; Reflective Thinking)
2-7. The Boston Consulting Group (BCG) Matrix is a useful strategic tool. Another classic portfolio planning method useful to marketers is the GE/McKinsey Matrix (see www.quickmba.com/strategy/matrix/ge-mckinsey/).How is the GE/McKinsey Matrix similar to and different from the BCG matrix? (AACSB:
2-6. Form a small group and conduct a SWOT analysis for your school, a group that you are a member of, a publicly traded company, a local business, or a nonprofit organization. Based on your analysis, suggest a strategy from the product/market expansion grid and an appropriate marketing mix to
2-5. Why must marketers practice marketing control, and how is it done? (AACSB: Communication)
2-4. How are marketing departments organized? Which organization is best? (AACSB: Communication, Reflective Thinking)
2-3. Define each of the four Ps. What insights might a firm gain by considering the four As rather than the four Ps?(AACSB: Communication; Reflective Thinking)
2-2. Describe how a company’s mission statement and objectives affect the way management plans its business portfolio.(AACSB: Communication; Reflective Thinking)
2-1. Define strategic planning and briefly describe the four steps that lead managers and the firm through the strategic planning process. Discuss the role marketing plays in this process. (AASCB:Communication)
2-5 list the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment. Managing the Marketing Effort (84–88); Measuring and Managing Marketing Return on Investment (88–89)
2-4 Describe the elements of a customer value-driven marketing strategy and mix and the forces that influence it. Marketing Strategy and the Marketing Mix (78–84)
2-3 explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. Planning Marketing: Partnering to Build Customer Relationships (76–78)
2-2 Discuss how to design business portfolios and develop growth strategies. Designing the Business Portfolio (71–76)
2-1 explain company-wide strategic planning and its four steps. Company-Wide Strategic Planning: Defining Marketing’s Role (68–71)
1-19. Is it fair to single out specific products for restrictions such as when New York City proposed size cap on soft drinks? Discuss this argument from all sides of this issue: government, soft drink marketers, and consumers. (AACSB: Written and Oral Communication; Reflective Thinking)
1-18. Compare and contrast needs, wants, and demands. Which one(s) can marketers influence? (AACSB: Communication; Reflective Thinking)
1-17. How does Eskimo Joe’s build long-term customer relationships?
1-16. What is Eskimo Joe’s value proposition? How does its value proposition relate to its market offering?
1-15. Describe Eskimo Joe’s market offering.
1-14. Describe ways marketers can increase the lifetime value of a customer. (AACSB: Communication; Reflective Thinking)
1-13. Assume that a customer shops at a local grocery store spending an average of $200 a week, resulting in a retailer profit of $10 each week from this customer. Assuming the shopper visits the store all 52 weeks of the year, calculate the customer lifetime value if this shopper remains loyal
1-12. Discuss other examples of marketers using emotion to sell products. Are they ethical? (AACSB: Communication;Ethical Reasoning)
1-11. Is it right for marketers to play on parents’ fear to sell products that experts conclude are not necessary or effective? (AACSB: Communication; Ethical Reasoning;Reflective Thinking)
1-10. Select a brand in a different product category and create a responsive campaign that incorporates online, mobile, and social media to create customer engagement.How would you measure the success of your campaign? (AACSB: Communication; Reflective Thinking)
1-9. Some have argued that real-time marketing success is luck-based, whereas responsive marketing is more strategy-based. Research these two concepts and support or refute this statement. (AACSB: Communication;Reflective Thinking)
1-8. In a small group, create a presentation about careers in marketing. Search the Internet for information regarding the different career options available in marketing and the skills, education, and experience necessary to advance in the field of marketing. Then select a company and describe the
1-7. Some believe that social marketing is primarily effective only for bigger companies with the time and capacity to manage and update their media content. Choose a local business and evaluate its effectiveness in creating customer engagement. Is the content up-to-date and relevant? How does it
1-6. Select three companies competing in the same product or service category. How does each differentiate and position itself, and how do they execute these strategies in their marketing mixes? Which competitor is most successful? Which element(s) of that competitor’s marketing mix has
1-5. Discuss how technology is affecting marketing.(AACSB: Communication)
1-4. Companies want to acquire profitable customers. Describe how marketers build relationships with customers.(AACSB: Communication; Reflective Thinking)
1-3. Describe the five different and competing market orientations that a business can adopt to drive its marketing management. (AACSB: Communication; Reflective Thinking)
1-2. Explain the importance of needs, wants, and demands and how these frame a marketer’s activities. (AACSB:Communication)
1-1. Define marketing and outline the steps in the marketing process. (AASCB: Communication)
1-5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships. The Changing Marketing Landscape (52–59)
1-4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.Engaging Customers and Managing Customer Relationships(41–48); Capturing Value from Customers (48–51)
1-3 identify the key elements of a customervalue driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Designing a Customer-Driven Marketing Strategy (37–40)Preparing an Integrated Marketing Plan and Program (40–41)
1-2 explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. Understanding the Marketplace and Customer Needs (34–36)
4 Which countries would you consider to be the most difficult to undertake research in? Why?
3 Discuss how you would evaluate potential partners.
2 How will the growth in online surveys impact on international research projects?
1 Choose two countries and discuss the cultural and regional differences that may impact on marketing research.
6 Discuss the value of extended group discussions.
5 What are the key weaknesses of the customer contact approach?
4 Why do you need both customer contact and marketing research?
3 What implications do ‘direct-to-consumer’ programmes have for marketing research agencies?
2 Discuss the proposition that ‘it is not enough to intellectually understand the insight; they (marketing personnel) need to feel it’.
1 What are the benefits of going directly to customers?
5 Discuss the changing roles and relationships of clients and agencies.
4 What issues arise from changing interview scripts once they are in the field?
3 Discuss the issue of mixed mode interviewing.
2 Why would you change quotas once a survey has started?
1 Discuss the advantages and disadvantages of permitting client access to monitor fieldwork (from a client’s perspective and then from a researcher’s perspective).
6 Discuss the issue of declining response rates.
5 Should respondents be able to switch mode at any point of an interview?
4 Discuss the proposition that people’s responses will vary depending on the mode of the interview.

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Marketing Research An Integrated Approach 2nd Edition Alan M. Wilson - Solutions

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