Questions and Answers of Principles And Practice Of Marketing

Explain the importance of guanxi when seeking to enter Chinese markets.
Suggest how technology is affecting the expansion of digital brands.
IKEA is a global colossus built on contemporary design, low prices and an enthusiasm that few organizations can equal. Perhaps more than any other company in the world, IKEA has become a curator of
MouthShut.com is a review site, founded in 2002 by Faisal Farooqi. It has become India’s leading social media network for consumer reviews. Zaitun Khan is a confident entrepreneur, but to succeed
Think of a situation when you experienced a dramatic change in your life. Using Figure 21.3 for guidance, recall your feelings over time. How closely did your experiences match the stages in the
Can good implementation substitute for an inappropriate strategy? Give an example of how good implementation might make the situation worse, and an example of how it might improve the situation.
Discuss commoditization and its potential effects on firm survival.
Suggest strategies for the implementation of co-value creation that can lead to superior value and differentiation.
Describe the ways in which people may resist the change that is implied in the implementation of a new marketing plan. Why should they wish to do this?
What is internal marketing? Does the marketing concept apply when planning internal marketing initiatives?
What tactics of persuasion are at the implementer’s disposal? What are the advantages and limitations of each one?
Discuss the options available for organizing a marketing department. Explain the advantages and disadvantages of each.
Discuss the problems involved in setting up and implementing a marketing control system.
Love them or hate them… Crocs are back, and they are undoubtedly here to stay! It has been a tough road for Crocs, which has been around for nearly 20 years. Crocs made its first appearance in
Boots UK has retailed products under the ‘Boots’ brand since the inception of the company more than 180 years ago. Its founder, Jesse Boot, was purpose driven and brought healthcare to the
Recently, many town and city centres around the world have been struggling to attract visitors and remain economically sustainable. High streets are often dominated by large high-street chains, and
Describe the marketing environment and explain how it can inform marketing strategy and planning.
Choose an organization and identify the major macroenvironmental forces most likely to affect its prospects in the next three years.
Discuss how technology is changing the marketing landscape and the implications of the changes for marketers.
Which aspects of the technology force should a manufacturer of consumer goods consider? Why?
Discuss how the Covid-19 pandemic has impacted on global economies.
Imagine you are the marketing manager of a new web-based company. Discuss how you should respond to GDPR legislation.
What are the major ecological/physical environmental forces acting on marketing? What are their implications for marketing management?
Discuss global population from a marketing perspective.
Explain why it is important for marketers to understand national demographic profiles, and suggest how they might use this information.
Actors in the microenvironment take on different roles. Discuss the relationships between each of the categories of actors.
This case study focuses on the challenges experienced by fashion retailers during and after the Covid-19 pandemic, with consideration of macroenvironmental and microenvironmental issues impacting
The increasing popularity of sparkling water over the past decade can be attributed to a rise in health consciousness among consumers, as well as the brand appeal of such major players as LaCroix
Harry Kane is a top-rated athlete. He is a footballer who commands a very high salary, and he is not alone. Footballers’ salaries have grown on average by more than 1,000 per cent in the past 20
What is sustainability marketing?
Identify and discuss the contexts that frame sustainability marketing activities.
Discuss the extent to which you believe the marketing practices of global corporations are unethical.
Evaluate the contention that if ethical consumption were the norm there would be no need for legislation to protect consumers.
Imagine you are the marketing director for a popular FMCG brand. Describe how you would apply the SHIFT framework to encourage your customers to exhibit sustainable behaviours.
Discuss how sustainability marketing might be used by brands to change consumer behaviour.
What are the key responsibilities of CSR and to what extent do you believe businesses should accept them?
Describe the five dimensions of CSR. Evaluate marketing’s response to the issues underlying each dimension.
Discuss the differences in meaning of sustainability and CSR.
Make an argument for and against the adoption of a sustainability marketing approach.
McDonald’s is one of the world’s most recognizable and profitable brands. The well-known brand started out as a humble hamburger restaurant in the 1940s and grew to become a global presence
Unilever plc is a multinational fast-moving consumer goods (FMCG) company, selling more than 400 brands within product categories such as food, ice cream, homecare and beauty. Competing with other
Iceland Foods Ltd has more than 300 suppliers and sources many of its products from Southeast Asia, where there are highly skilled production companies that can produce the quality of foodstuff that
Identify and explain the three contexts reshaping consumer markets.
Choose a recent purchase that involved you and other people in the decisionmaking. Explain what role(s) you played in the buying centre. What roles did the other people play and how did they
Make a list of high-involvement and low-involvement products, and suggest how marketers should plan to communicate with potential target consumers of these products.
Think of the last time you made an impulse purchase. What stimulated you to buy?Have you bought the brand again? Why, or why not? Did your thoughts and actions resemble those suggested by the
Discuss the difference between attitudes and beliefs, and make an argument for which is the most important for marketers to consider.
Discuss how digital technology is changing the way consumers and businessesbuy, and suggest the implications for marketers.
Explain the importance of B2B markets and discuss the activities of B2Bmarketers.
What are the six roles that form the decision-making unit (DMU) for the purpose of a B2B purchase? What are the marketing implications of the DMU?
Why do the choice criteria used by different members of the DMU often changewith the varying roles?
Explain the difference between a straight rebuy, a modified rebuy and a new-task purchasing situation. What implications do these concepts have for the marketing of B2B products?
In June 2008, founder and CEO of Virgin Wines Rowan Gormley was attempting a management buyout from parent group Direct Wines. The result was he got the sack. ‘It was the best thing that ever
Millennials are a maturing generation born in the period from around 1980 to 2000. They are a different breed of consumer, having grown up with digital media, and are experts in the use of the
Explain the concept of value from a relationship marketing perspective.
Discuss the importance of collaboration between buyer and seller when adding value.
Why is relationship management important in many supplier–customer interactions?
How can suppliers build close relationships with organizational customers?
How are millennials different from other target segments, and in what ways should marketers adapt their strategies to build relationships with this generation?
What are the benefits derived from engaging in a relationship for a) The organization, b) The customer?
To what extent is technology involved in the development of successful relationships?
Explain the concept of bonding, then discuss how a service brand might use this strategy to improve its customer retention rate.
Suggest how CRM can be used to develop customer relationships.
Discuss the importance of touchpoints in a cross-channel customer journey.
Starbucks is often credited with transforming coffee from a basic commodity to a gourmet experience in the United States. Founded more than 50 years ago, the company is hugely successful, generating
Manchester City Football Club (FC) was founded in 1880, under the name of St Mark’s, changing its name to Manchester City in 1894. In 2008, the club received a significant financial boost when
Website analysis enables the assessment of site performance and helps to identify key areas for improvement, such as webpages on a site that are rarely visited or features on the homepage that are
Explain how market research practices are being reshaped by digital technology.
Discuss how Alteryx is helping its clients save money and improve their businesses.
What is big data and how is it used to help companies make marketing decisions?
Discuss how marketing analytics can help to inform goal-setting and performance measurement.
Discuss the difference between market research and marketing research.
Discuss when you would use qualitative research and when you would use quantitative research.
What are secondary and primary data? Why should secondary data be collected before primary data?
Imagine you are running the marketing research department of a large FMCG brand with declining market share. Explain how you would brief a marketing research agency to find out what is going wrong
‘Digital survey techniques offer the best solution for gathering data.’ Discuss this statement.
Why are marketing research reports more likely to be used if they conform to the prior beliefs of the client? Does this raise any ethical questions regarding the interpretation and presentation of
Harley-Davidson Motor Company was founded in 1903 by William Harley and Arthur Davidson, with its headquarters in Milwaukee, Wisconsin. The company quickly expanded to become a global success in the
HubSpot was founded in 2006, by two MIT graduate students, Brian Halligan and Dharmesh Shah. The company began when its founders noticed how technology was reshaping shopping behaviour for digitally
In consumer and industrial markets, value is often expressed through the impact of a product or service on an individual’s lifestyle or business performance. Competitive success is achieved by
What are the advantages of market segmentation? Can you see any advantages of mass marketing, that is of treating a market as homogeneous and marketing to the whole market with one marketing mix?
Choose a market you are familiar with and use benefit segmentation to identify market segments. What are the likely profiles of the resulting segments?
In what kind of markets is psychographic segmentation likely to prove useful? Why?
How might age affect online market segmentation?
Explain how you might select segmentation variables when aiming to access online markets.
Explain the difference between a tribe and a segment.
B2B markets are segmented using different variables to consumer markets. Explain why.
What is the majority fallacy? Why should it be considered when evaluating market segments?
What is the difference between positioning and repositioning? Choose three products and services and describe how they are positioned in the marketplace– that is, what their target market is and
Discuss the extent to which segmentation is valid in the digital age.
Around the world, beer consumption patterns have changed as consumers’ needs have evolved. Growth in conventional beer sales is stalling, as an increasing number of people become more focused on
Egbert Douwes opened his first coffee shop in Joure, Netherlands, in 1753 with his wife Akke. Together they laid the foundations for what was to become a powerful global mega-brand. Their mission was
Why do companies develop core products into brands?
Imagine you are introducing a new brand of soft drinks to the market. Discuss how you might overcome barriers to competition.
Suppose you were the marketing director of a medium-sized bank. How would you tackle the job of building the firm brand?
Think of five brand names. To what extent do they meet the criteria of good brand naming as laid out in Table 8.1? TABLE 8.1 Brand name considerations A good brand name should: evoke positive
What are the two types of brand equity? Explain the constituent elements of each type.
Why do companies rebrand product and corporate names? What is necessary for successful implementation of the rebranding process?
When building a brand, discuss the key factors a marketing director should consider.
What are the two main forms of co-branding? What are their advantages and risks?

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