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Marketing Real People Real Choices 9th Global Edition Michael Solomon, Greg Marshall, Elnora Stuart - Solutions
What is buzz? How do marketers practice buzz building? Appendix
What are some ethical problems in buzz marketing? Appendix
What is viral marketing? How do marketers use brand ambassadors or brand evangelists? Appendix
What is social media? What are social networks? Describe Facebook, Twitter, virtual worlds, product review sites, mobile apps, and location-based social networks. Appendix
What is direct marketing? Describe the more popular types of direct marketing. Appendix
What is m-commerce? Appendix
What role does personal selling play within the marketing function? Appendix
Describe the various types of sales jobs. Appendix
What is relationship selling? How does it differ from transactional selling? Appendix
What are some ways you might approach a customer?explain how some types of approaches work better in one situation than another. Appendix
What is the objective of the sales presentation? How might you overcome buyer objections? Appendix
Why is follow-up after the sale so important in relationship selling? Appendix
What is the purpose of public relations? What is a crisis management plan? Describe some of the activities that are part of PR. Appendix
What is guerrilla marketing? What is ambient advertising? Appendix
Creative Homework/Short Project Many firms today are using a variety of buzz-building activities to encourage word-of-mouth communication about their products. Think about a business or place that you and your classmates might visit. You might, for example, think about (1) a specialty coffee shop,
Creative Homework/Short Project Assume that you are a marketing consultant for one of the clients in item 14.16. You believe that the business would benefit from nontraditional marketing. Develop several ideas for social-media tactics that you feel would be successful for the client.
In Class, 10–25 Minutes for Teams In this chapter, we learned that marketers are increasing their use of social media in their marketing communication strategies.Why is this happening? What are some ways a university can use social media in their marketing communication programs? How does your
Creative Homework/Short Project Think of the last time you interacted with a salesperson, whether it was for a new tablet computer or a trendy pair of jeans. Identify the type of salesperson you were interacting with and describe what this person did to fulfill that particular role. Also identify
Creative Homework/Short Project Your assignment for this project is to develop recommendations for your university’s marketing communication program. First, schedule an appointment with your university’s marketing communication or university relations department to discuss their communication
In Class, 10–25 Minutes for Teams Assume that you are the head of PR for a regional fast-food chain that specializes in fried chicken and fish. A customer has claimed that he became sick when he ate a fried roach that was in his chicken dinner at one of your restaurants. As the director of PR,
Critical Thinking Have you ever “liked” a company or product page on Facebook? Why did you do so?How often do you follow this company or product?Have you ever posted comments? If so, what was the purpose of your comments? Do you feel the brand’s management communicates effectively with the
Ethics Many salespeople, especially those that sell financial products such as life insurance or annuities, earn their salary or a portion of their salary based on the product(s) they convince you to purchase. In addition, buyers are often uneducated about how the sellers make their money and about
Critical Thinking M-commerce allows marketers to engage in location commerce when they can identify where consumers are and send them messages about a close-by retailer. Do you think consumers will respond positively to this? What do you think are the benefits for consumers of location commerce? Do
Critical Thinking In general, professional selling has evolved from hard selling to relationship selling. Do some organizations still use the hard-sell style? If so, explain. What do you think the future holds for these organizations? Will the hard sell continue to succeed;that is, are there
Design each of these communication program elements with detailed descriptions including timing, and venues. Appendix
each of these activities must be tied to the other activities.Now describe all of these connections. Appendix
What is the decision facing Burger king? Appendix
What factors are important in understanding this decision situation? Appendix
What are the alternatives? Appendix
What decision(s) do you recommend? Appendix
What are some ways to implement your recommendation? Appendix
What are the major differences between transactional selling and relationship selling? Appendix
Define retailing, understand how retailing evolves, and consider some ethical issues in retailing. pp. 400–407
Understand how we classify traditional retailers. pp. 407–413
Describe business-to-consumer(B2C) e-commerce and the other common forms of nonstore retailing. pp. 414–419
Understand the marketing of services and other intangibles.pp. 419–427
Define retailing. What is the role of retailing in today’s world? Appendix
how does the wheel-of-retailing theory explain the evolution of retailing? how do the economic environment, demographics, technology, and globalization affect the future of retailing? Appendix
Describe experiential merchandising, destination retailing and omnichannel marketing. Appendix
What is beacon marketing? What are digital wallets? Appendix
how do marketers classify retail stores? explain merchandise breadth and depth. Appendix
explain the different types of direct selling. What is the difference between multilevel marketing and a pyramid scheme? Appendix
What is B2C e-commerce? What are some benefits of B2C e-commerce for consumers and for marketers?What are the limitations of B2C e-commerce? Appendix
What are some possible effects of B2C e-commerce on traditional retailing? Appendix
What are intangibles? how do basic marketing concepts apply to the marketing of intangibles? Appendix
What is a service? What are the important characteristics of services that make them different from goods? Appendix
What dimensions do consumers and business customers use to evaluate service quality? how should marketers respond to failures in service quality? Appendix
What do we mean by marketing people? marketing places? marketing ideas? Appendix
Creative Homework/Short Project assume you are an entrepreneur who is seeking funding to start up your new retail business specializing in handcrafted fairtrade artisan goods from developing and least developed countries. Customers would be able to acquire a unique product and at the same time
In Class, 15–20 Minutes for Teams one way that retailers are still a relevant and attractive alternative to internetbased shopping is when they become destination retailers.
Critical Thinking most u.s. consumers have purchased a product online at one time or another. What products have you ever purchased online? how did you pay for these products? Do you consider a site’s security methods at the time of purchase? Why or why not?should retailers be required to post
Critical Thinking sometimes service quality may not meet customers’ expectations. What problems have you experienced with quality in the delivery of the following services?a. a haircutb. a dental visitc. Computer repairsd. Your college education What do you think is the reason for the poor
Ethics many not-for-profit and religious organizations have found that they can be more successful by marketing their ideas. What are some ways that these organizations market themselves that are similar to and different from the marketing by for-profit businesses?is it ethical for churches and
What is the decision facing alibaba? Appendix
What factors are important in understanding this decision situation? Appendix
What are the alternatives? Appendix
What decision(s) do you recommend? Appendix
What are some ways to implement your recommendation? Appendix
Understand the communication process and the traditional promotion mix. pp. 436–442
Describe the steps in traditional and multichannel promotion planning. pp. 442–448
Tell what advertising is, describe the major types of advertising, discuss some of the major criticisms of advertising, and describe the process of developing an advertising campaign and how marketers evaluate advertising. pp. 448–468
Explain what sales promotion is and describe the different types of consumer and B2B
What is promotion? What is integrated marketing communication? What are multichannel promotion strategies? LO-3
Describe the traditional communication model. LO-3
list the elements of the promotion mix and describe how they are used to deliver personal and mass appeals. LO-3
list and explain the steps in promotion planning. LO-3
explain the hierarchy of effects and how it is used in communication objectives. LO-3
Describe the major ways in which firms develop marketing communication budgets. LO-3
Describe push versus pull strategies. What is advertising, and what types of advertising do marketers use most often? What is an advertising campaign? LO-3
Firms may seek the help of full-service or limited-service advertising agencies for their advertising. Describe each. LO-3
What is consumer-generated advertising, and what are its advantages? What is crowdsourcing, and how is it used in advertising? LO-3
What are some of the major criticisms of advertising?What is corrective advertising? What is puffery? LO-3
What is media planning? What are the strengths and weaknesses of traditional media, that is, tv, radio, newspapers, and magazines? LO-3
how do marketers pretest their ads? how do they posttest ads? LO-3
What is media planning? how do media planners use reach, frequency, gross rating points, and cost per thousand in developing effective media schedules? LO-3
What is sales promotion? explain some of the different types of consumer sales promotions marketers frequently use. LO-3
explain some of the different types of trade sales promotions marketers frequently use.Activities: Apply What You’ve Learned
Creative Homework/Short Project You work in the marketing department at your local red Cross blood center.Because donations are down, it’s important that you reach out to the community for blood donor volunteers.using the communication model, explain how you will create and transmit this message
In Class, 15–20 Minutes for Teams one of the components of the communications model (refer to Figure 13.2)suggests that the choice of the medium will influence the overall communication process and how the end consumer will decode the message. For this activity, assume that you want to
Critical Thinking sales promotions are designed to generate short-term sales and, as a result, are often associated with some sort of discount or special offer. the end goal is to increase market share through increased volume of purchases and drawing business from consumers switching from
Critical Thinking Companies sometimes teach consumers a “bad lesson” with the overuse of sales promotions.as a result, consumers expect the product always to be“on deal” or have a rebate available. What are some examples of products for which this has occurred? how do you think companies
What is the decision facing Domino’s? LO-3
What are the alternatives? LO-3
As an account executive for an advertising agency, you have been assigned to a new client, a company that has developed a new energy drink. As you begin development of the creative strategy, you are considering different types of ad execution formats and tonality:a. Comparative advertisingb. A fear
Discuss the different product objectives and strategies a firm may choose. pp. 288–294
Understand how firms manage products throughout the product life cycle. pp. 295–298
Explain how branding and packaging strategies contribute to product identity.pp. 298–307
Describe how marketers structure organizations for new and existing product management.pp. 308–309
. What is a brand extension? What is sub-branding?
. For Further Research (Individual) Select a company that has products under the same corporate brand name that includes products that represent a downward line stretch as well as products that represent an upward line stretch. Identify at least one product that fits within each category and
. For Further Research (Individual) The wine industry over the years has undergone a number of changes in the elements that make up the packaging of a bottle(or other type of individual package) of wine sold for consumption. Conduct research to identify some of the specific differences in the
. For Further Research (Individual) Find an example of a brand extension that you believe negatively impacted consumer perceptions of the brand. explain why you believe this to be the case by citing aspects of the brand extension that you believe were most detrimental as well as specific evidence,
. Critical Thinking In recent years, for packaged products the FDA has proposed that companies include the percentage daily value for added sugar on the nutrition label.The primary reasoning behind this proposal is that it would provide information on added sugars comparable to what consumers have
. Critical Thinking Brand elements and brand equity are distinct. Virtually all products will have a brand name, a logo, utilize certain colors, have a slogan, and so on, yet the degree of brand equity varies significantly.Outline the key differences between brand elements and brand equity. What
. Given that entertainment technology often has a relatively short adoption period, why do you think it took some time for MP3s/iPods to progress through the introduction stage of the PLC? Thinking about your knowledge of Apple and the review of the introduction stage outlined in the textbook, what
Explain business planning and its three levels. pp. 92–94
Describe the steps in strategic planning. pp. 95–101
Describe the steps in market planning. pp. 101–108
Review the six objections to ROMI above and discuss them with your classmates. LO-7
Select any two of the objections and develop a specific example of how they might lead to a bad decision in market planning. LO-7
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