Questions and Answers of Essentials Of Marketing

How do family members influence each other’s buying behaviour?
Has the increased use of mobile devices impacted on the decision-making process? Develop a critical discussion.
What are the main differences between industrial buyers and consumers?
Critically evaluate the importance of social media when considering reference groups.
What is the difference between assortment depletion and assortment extension?
Why might an understanding of the role of children in the family decision-making unit be useful for the marketer?
How can the use of choice heuristics reduce post-purchase dissonance?
Apple was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. Wozniak was the electronics man: he designed and hand-built the first Apple computer, the Apple 1, which was first shown to
What might be the most useful segmentation bases for the mobile phone market?
Critically evaluate the notion that segmentation is crucial to the success of a marketing campaign.
What might be the most useful segmentation bases for the mobile phone market?
Demographic segmentation is too simplistic and is no longer relevant in today's market place. Evaluate this statement.
What sales forecasting approaches would be most suitable for the launch of a new family car?
Should we focus on global segments or are all segments the same regardless of which country you choose to enter? Develop a discussion in response to this argument.
When should an industrial market be segmented geographically?
You are the new marketing assistant for a small company which produces soaps and shower gels. The Director has little knowledge of marketing, but is interested to know a little more about
When should a consumer market be segmented geographically?
How might a TV company assess the viability of a new drama series?
What steps would you take to research the market for a new computer game?
Questionnaires can sometimes be ambiguous or ask irrelevant questions. How can these sources of error be reduced?
Questionnaires are of little use and provide inaccurate information.’ Develop an evaluative discussion in response to this notion.
What are the main drawbacks of questionnaires?
What can be done to overcome interviewer bias?
Under what circumstances would qualitative research be more appropriate than quantitative research?
What type of focus group would be best suited to an investigation of working women’s food shopping habits?
What are the main advantages and disadvantages of using online surveys and when might you use one?
Subway is a fast-food restaurant in which sandwiches are freshly made, with the exact composition decided by the customer. The sandwiches are made from soft bread rolls, usually either six inches or
What are the stages of new product development?
Critically evaluate the usefulness of the BCG matrix when developing a product portfolio. You should also consider the limitations of using such a framework.
How might a firm use reinvention when repositioning a product?
From the BCG matrix, which products would probably be bought by the late majority of adopters?
Evaluate the importance of package design and colour when developing a brand.
What disadvantages might family-line branding have over individual branding?
How does the development of technology impact on brand building?
What is a brand community and what impact does it have on brand development?
Price is often regarded as a financial decision rather than a marketing one. Critically evaluate this notion, explaining why pricing is a fundamental element of the marketing mix.
KFC began life as Kentucky Fried Chicken, and was founded in 1952 by Colonel Harland Sanders. The ‘Colonel’ title was an honorary one: he was not a military man, but had been compelled to earn
What is the difference between margin and mark-up?
When should a skimming policy be used?
How can penetration pricing be used in international markets?
Why should a firm be wary of cost-plus pricing?
How does customary pricing benefit the supplier?
What role does customer perception play when setting prices?
ASOS is an online retailer of fashion items. The company has no high street stores, instead operating solely on the Internet: the name comes from As Seen On Screen (and is pronounced ACE-OSS). The
Under what circumstances might air freight be cheaper than surface transport?
How might wholesalers improve the strength of their position with retailers?
Why might a wholesaler be prepared to accept a restricted-territory sales agreement?
When should a manufacturer consider dealing direct with retailers?
When should a manufacturer consider dealing direct with the public?
The aim of marketing must be to make selling superfluous.’ Discuss.
How can sales promotions help a company's production planning process?
Traditional advertising methods are no longer relevant.’ Critically evaluate this notion.
What are the main advantages of PR over advertising?
It is often suggested that social media is instrumental in developing strong WOM (word of mouth). Critically discuss this statement.
Which part of the AIDA model does personal selling best achieve?
What is the purpose of sponsorship?
What are the key issues in establishing a website?
What are the benefits and disadvantages of using social media sites when developing marketing campaigns?
What is Return on Investment in the context of social media marketing?
Pandora is a Danish-owned jewellery manufacturer and distributor. The company is headquartered in Copenhagen, but its main manufacturing is based in Thailand, and it markets its products in over 100
As digital platforms and social media are rapidly becoming a key element of promotion within many organisations, critically evaluate why digital marketers are focusing on Return on Investment to
Who should be consulted when setting objectives?
The concept of the marketing audit was devised over 50 years ago and has little changed over the decades.’ Critically assess this notion, commenting on the value and currency of the marketing audit
Describe three main methods of sales analysis.
What is the purpose of integrating marketing tactics?
What organisational structures might a multinational computer manufacturer (e.g. IBM) use?
Compare Dunning's eclectic theory of internationalization with the stages of development approach.
How has the development of technology and the Internet impacted on the development of strategy?
Why is it important to consider Return on Investment when analysing performance?
Accor Hotels is a French-owned chain of hotels, operating in the hospitality business throughout the world. The company owns more than 4,000 hotels, and operates in 95 countries with more than a
How might complaint handling be improved in the airline business?
What problems might arise from reducing staff levels in the hotel trade?
Develop a critical discussion which evaluates the importance of empowerment when developing the customer service process.
What are the implications of divergency and complexity in the fast-food business?
Using a company of your choice, evaluate their current service using the three Ps (people, process and physical evidence). Make recommendations as to how to develop these elements to enhance service
How does staff empowerment help in recruitment and staff retention?
What mechanisms account for complaint behaviour in services?
Why should companies brand their products? Develop an evaluative discussion which considers the elements of a brand, the importance of branding and the problems faced when developing a brand. You
Bayerische Motoren Werke was founded in 1916, in the middle of the First World War. The company's purpose at that time was to manufacture military aircraft engines: its Illa engine was known for good
What impact has technology had on the delivery of services?
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Skim through the different sections of the marketing plan. Look more closely at
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. The situation analysis section of the marketing plan includes sections labeled
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Customers” section.a. How does the marketing plan segment
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Customers” section and consider the following questions.a.
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic.Hillside decided to focus on final consumers and their pets rather than include
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Customers” and “Competitors” sections in the Situation
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. What goods does Hillside
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. Hillside offers many
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. Why does Hillside sell its
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section. To provide veterinary care to
Compare and contrast the marketing mix and target market for a bike shop in your community with the online bicycle retailer Performance Bicycle (www.performancebike.com). Use your best judgment to
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. What kind of retail
Briefly explain the nature of the three basic promotion methods available to a marketing manager. What are the main strengths and limitations of each?
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. What are Hillside’s
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. What personal selling tasks
Find advertisements to final consumers that illustrate the following types of advertising: (a) institutional, (b) pioneering,(c) competitive, (d) reminder. What objective(s) does each of these ads
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. What are Hillside’s
Think about a business from which you regularly make purchases even though there are competing firms with similar prices. Explain what the firm offers that improves value and keeps you coming back.
The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. A veterinary clinic located
Cite a local example of odd-even pricing and evaluate whether it makes sense.

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