Marketing An Introduction 15th Global Edition Gary Armstrong, Philip Kotler - Solutions

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5 Why do some studies require a multi-stage sampling approach?
6 Explain the differences between quota samples and stratified samples.
7 Discuss the proposition that the determination of sample size is simply a matter of guesswork.
8 Identify the different types of sampling frame error and suggest ways in which each of them can be reduced.
9 What is the purpose of the Interviewer Quality Control Scheme (IQCS)?
10 Discuss the problems of establishing representativeness for Internet and e-mailbased surveys.
???? understand the key steps in data entry and analysis;
???? have an understanding of the statistical techniques used most frequently in marketing research.
1 What does coding involve and how should a researcher go about post-coding responses to open-ended questions?
2 What is the difference between nominal and ordinal data?
3 What is the difference between interval and ratio data?
4 Describe the main measures of central tendency.
5 Explain the difference between mathematical differences and statistical differences.
6 Explain what is meant by the terms null hypothesis and alternative hypothesis.
7 For what purpose would you use the chi-square test. How is the chi-square test different from Z tests and t tests?
8 Explain the difference between correlation and regression.
9 Explain what is meant by multivariate data analysis.
10 Explain the difference between factor analysis and cluster analysis.
???? be aware of the need to understand your audience when doing a presentation or when writing a report;
???? be aware of the key elements and format of the final report and oral presentation;
???? understand some of the key guidelines for undertaking presentations;
???? be aware of the main types of tables and graphs;
???? be aware of some of the common dangers encountered in reporting and presenting.
1 In what ways should the content of a presentation differ from that of a report?
2 What are the key guidelines for producing tables?
3 By what criteria would you evaluate a research report? Develop an evaluation form for assessing these.
4 By what criteria would you evaluate an oral presentation? Develop an evaluation form for assessing these.
5 Why is the executive summary such a critical component of a research report?
6 Distinguish between findings, executive summaries, conclusions and recommendations.
7 In presentations, why is eye contact so critical?
8 Go through a quality Sunday newspaper and pick out any three graphical illustrations.Explain what types of charts they are and critically evaluate their strengths and weaknesses.
9 Describe the audience’s thinking sequence and identify its implications for the researcher.
10 Think about all the good presentations that you have witnessed. What made them so good?
What is marketing myopia? What are the short- and long-term implications for business in this situation?(AACSB: Written and Oral Communication; Reflective Thinking)
Identify the two important questions a marketing manager must answer to design a winning marketing strategy.Briefly describe why the answer to each question is important. (AACSB: Written and Oral Communication;Reflective Thinking)
What is consumer-generated marketing? What are the challenges associated with consumer-generated marketing?(AACSB: Written and Oral Communication;Reflective Thinking)
Discuss the concept of customer relationship management.Why is it essential that a business incorporates this in its operations? (AACSB: Written and Oral Communication;Reflective Thinking)
How did the COVID-19 pandemic impact markets and marketing? In the aftermath of the pandemic, are things returning to the way they were before? Why or why not?(AACSB: Written and Oral Communication; Reflective Thinking)
Why is marketing as important for non-profit organizations as profit-driven ones? (AACSB: Written and Oral Communication; Reflective Thinking)
Visit the GORE-TEX website and discuss how well the brand balances the three considerations underlying the societal marketing concept. To what extent has GORE-TEX shifted from the pure marketing concept to the societal marketing concept? (AACSB: Written and Oral Communication; Analytical Thinking)
Your manager sets a goal for your office: 100 percent satisfaction from 100 percent of customers. How would you communicate with your manager about the limitations of this goal? Describe why firms might use different relationship management strategies for customers with different potential
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 manage
Go to www.facebook.com/cincinnatizoo and find posts that feature Fiona the hippo. How does the zoo’s communications team engage with Fiona’s fans? What benefit does the zoo receive from Fionamania? (AACSB:Written and Oral Communication; Reflective Thinking)
What can other not-for-profit marketers learn from the Cincinnati Zoo’s use of social media to generate interest in Fiona? How does it fit with the Cincinnati Zoo’s overall social media strategy? (AACSB: Written and Oral Communication; Reflective Thinking)
How would a business begin to frame an ethical marketing process as a template for their activities now and in the future? (AACSB: Communication; Ethical Reasoning)
What is likely to motivate a business to adopt ethical marketing?(AACSB: Communication; Ethical Reasoning)
If you bid $1.25 on a keyword related to your product and 14,000 people click on your PPC, how much will the search engine charge you? (AACSB: Communication;Analytical Reasoning)
PPC can be expensive. Why is it popular as a marketing method? (AACSB: Communication; Reflective Thinking)
Select one company from Table 2.1 and explain why the market-oriented definition is superior to the product-oriented definition. (AACSB: Written and Oral Communication)
Identify the two steps involved in business portfolio planning. Explain why each step is important. (AACSB:Written and Oral Communication; Reflective Thinking)
Why would a firm sell a major brand or business to another firm? Please provide an example. (AACSB: Written and Oral Communication; Reflective Thinking)
Why do companies segment markets? How does market segmentation relate market targeting? (AACSB: Written and Oral Communication; Reflective Thinking)
Discuss how a new brand manufacturer would go about defining their market segments and then begin to target them. (AACSB: Written and Oral Communication)
One criticism of the four Ps is that they take the seller’s view of the market, not the buyer’s view. Briefly describe the four As, which take the buyer’s view of the market.(AACSB: Written and Oral Communication; Reflective Thinking)
Visit www.businessfinancing.co.uk/the-most-popularconsumer-brand-in-every-country/ and choose one of the world maps showing the popularity of brands around the world. Identify the top five and the bottom five brands. Suggest a strategy for each of the brands using the product/market expansion grid
Examine the integrated marketing mix of the Japanese clothing brand UNIQLO. What are their key marketing mix ingredients? What about their brand, service, and IMC? (AASCB: Communication)
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 for improvement.(AACSB: Written and Oral Communication; Reflective Thinking)
Identify the five major generational groups and briefly describe their impact on today’s marketing strategies.(AACSB: Written and Oral Communication; Reflective Thinking)
What are publics in the marketing context? Why are they important to marketers? (AACSB: Written and Oral Communication; Reflective Thinking)
What should brands be aware of if they want to be authentically aligned with the LGBTQ community?Provide an example of a brand that supports LGBTQ Pride in an authentic way. (AACSB: Written and Oral Communication; Reflective Thinking)
How should marketers respond to unpredictable disruptions from the natural environment? (AACSB: Written and Oral Communication; Reflective Thinking)3 - 5 . Discuss the natural environment and the three trends that will impact future marketing plans. (AACSB: Written and Oral Communication)
Target built upon its brand promise “Expect More. Pay Less.” to launch a campaign under the tagline “What we value most shouldn’t cost more.” Discuss how the campaign’s tagline aligns with changing economic conditions.(AACSB: Written and Oral Communication;Reflective Thinking)
Vice Media’s Broadly site, which tells stories that focus on the experiences of women, gender-nonconforming people, and LGBTQ individuals, recently offered to the public The Gender Spectrum Collection, a stock photo library of more than 180 images of 15 transgender and nonbinary models (whose
The metals and mining sector is responsible for about 25 percent of the reported greenhouse gas emissions by the world’s 12,000 largest companies. Top companies such as Codelco in Chile, Tata Steel in India, and BHP in Australia are in a race to produce lower-carbon products compared to their
Many brands supported the BLM movement in 2020 and 2021. Research the issue and discuss how brands communicated their positions to customers. What online or social media platforms did they use? Are they still communicating the message clearly and effectively?Are they backing their messaging with
Is the Black Lives Matter movement a marketing issue?How are customers likely to react to companies that do or do not support the movement and back their commitments to diversity, equity, and inclusion with actions?How can brands respond reactively and proactively to scrutiny of their efforts?
Marketers make heavy use of both primary and secondary data. What is primary data? What is secondary data? What are possible benefits or drawbacks of using each of these data types? (AACSB: Written and Oral Communication; Reflective Thinking)
Explain how internal databases differ from marketing intelligence. What are some advantages and disadvantages of both? (AACSB: Written and Oral Communication;Reflective Thinking)
Marketers make heavy use of both open-ended and closed-ended questions in questionnaires. What are some of the benefits or drawbacks of using each of these ways to ask questions? (AACSB: Written and Oral Communication; Reflective Thinking)
What is behavioral targeting? Provide an example of behavioral targeting. How are firms responding to consumers and public advocates that it is a form of stalking consumers? (AACSB: Written and Oral Communication;Reflective Thinking)
The marketing research process has several very distinct and important stages that need to be followed. In your opinion, which is the most important? Justify your view on this. (AACSB: Written and Oral Communication;Reflective Thinking)
Elaborate on what H&M does for society using examples in this case.
How does H&M try to improve the working conditions of cheap labor?
Explain the importance of sustainable marketing for gaining new customers and retaining existing ones based on the H&M activities described in this case.
Do recent marketing activities need to always be sustainable?Is it becoming a new standard?
Explain the principles of environmentalism and elaborate what H&M does in order to balance it with consumerism.
How important are political factors with regard to Huawei’s ambition to be the leading provider of 5G technology globally?
Do you think Huawei can lead the global smartphone race?Why or why not?
For technology-based firms like Huawei, what global product and communication strategies work best? Do you think Huawei has adopted the right strategy?
Comment on the global marketing environment for Huawei.
Discuss Huawei’s transformation into a global brand.
Does Shopify pose a threat to Amazon and other major e-commerce retailers? Why or why not?
How can Shopify help its customers overcome the challenges to omni-channel marketing?
As retailers adopt Shopify’s digital marketing system, what benefits do the retailers experience? What benefits do the retailers’ customers receive?
Does Shopify seem to be helping client retailers establish digital marketing as a supplemental channel or as a complete business model? Explain.
Which steps in the digital marketing process does Shopify fulfill for subscribing clients?
How can Urban Outfitters improve its reward programs?
Are the incentives offered by UOR and UO UP large enough to motivate members to engage in the desired behaviors?Explain your answer with examples.
Discuss how the specific promotional tools of Urban Outfitters’reward programs achieve the objectives identified in the previous question.
Visit www.nielsen.com/us/en/insights/reports.html and select an example of a recent research report.Include the URL in a response that describes the study or studies that informed the report. Where did Nielsen get the data that informed the insights in the report?(The report may include more than
Identify and discuss the objectives of Urban Outfitters’ reward programs.
Can Ulta Beauty continue to maintain its edge against the competition in coming years? Explain.
In terms of the major types of retailers, how would you classify Ulta Beauty?
How did Ulta Beauty become the nation’s leading beauty retailer based on the retail marketing mix?
Describe Ulta Beauty’s targeting strategy. Does the chain provide a truly differentiated customer experience?
Regardless of your response to the previous question, how might the log and lumber industry have been different over the past two years if the supply chain had been more integrated?
Does the supply chain for log and lumber products meet the criteria for integrated logistics management? Explain?
Is Weyerhaeuser a producer, a consumer, or an intermediary?Explain.
As completely as possible, sketch the value delivery network for Weyerhaeuser.
Based on principles of price changes, make some predictions for the mattress industry.

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Marketing An Introduction 15th Global Edition Gary Armstrong, Philip Kotler - Solutions

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