Questions and Answers of Principles And Practice Of Marketing

Global branding has grown significantly in recent decades. Discuss how global brands can confer great value.
Choose a product and discuss how it has been augmented to create a brand.
Dr. Martens, also commonly known as Doc Martens, Docs or DMs, is a British footwear and clothing brand. The brand is mainly associated with boots, but over the years has extended its product range
It’s called ‘doing a Gucci’ after Domenico De Sole and Tom Ford’s stunning success at turning nearly bankrupt Gucci Group into a £7 billion (€10 billion) (market capitalization) fashion
The question of the influence of price on quality perceptions has interested marketing managers for decades. Two experiments have investigated this issue. The first was a study into the effect of the
Accountants are always interested in profit margins, sales managers want low prices to help promote sales, and marketing managers are interested in high prices to establish premium positions in the
You are the marketing manager of a firm about to launch an electric vehicle. What factors should you take into consideration when pricing this product?
Why is value to the customer a more logical consideration when setting prices than cost of production or the competition? What role can costs play in the setting of prices?
What is analysis of economic value to the customer? Under what conditions can it play an important role in price setting?
Discuss dynamic pricing and how digital pricing solutions are creating opportunities to vary pricing.
Under intense cost-inflationary pressure, you are considering a price increase. What other considerations would you take into account before initiating the price rise?
You are the marketing manager of a range of premium-priced fragrance. A competitor has launched a cut-price alternative that possesses 90 per cent of the effectiveness of your product. If you do not
The only reason companies set low prices is that their products are undifferentiated. Discuss.
How might you tackle pricing a new product or service?
When should you react to competitor price changes?
Apple is widely considered the number-one innovative company in the world. Founded by Steve Jobs and Steve Wozniak in 1976, the company revolutionized personal technology with the introduction of the
Creating something from nothing is a growing entrepreneurial phenomenon. Historically, more than half the world’s population have been ignored by global corporations as a segment capable of being
Explain the difference between invention, innovation and new productdevelopment, and the implications for marketing.
Discuss how creative clusters in the high-end luxury markets in Europe fosterinnovation and new product development.
Suggest how marketing leaders can nurture, support and manage innovation.
Imagine you are an innovation leader. Discuss how you will help your team createan innovation culture.
Think of an unsatisfied need you feel could be solved by the introduction of a new product. How would you set about testing your idea to examine its commercial potential?
What are the advantages and disadvantages of test marketing? In what circumstances should you be reluctant to use test marketing?
Your firm has developed a new range of vegan curry sauce, intended to compete with the market leader. How would you conduct product tests for your new line?
What are the issues associated with the commercialization phase of new productdevelopment?
Debate the importance of innovation as a driver of economic growth.
Choose a successful innovation and then find out the history of its development.Identify the barriers and hurdles overcome between initial design stage and market success.
Tesla, Inc., formerly known as Tesla Motors from 2003 until 2017, is an American company that manufactures electric vehicles, solar panels, batteries for vehicles and homes, and home power storage
Demand for luxury goods has grown in recent years, from watches, jewellery and designer clothing to cars and superyachts. But what does customer service experience mean to the luxury customer or high
Choose one service industry sector. Identify three businesses operating in your chosen sector, and then evaluate the differences and similarities of each firm from a service perspective.
To what extent is the marketing of services the same as the marketing of physical goods? Discuss.
What are the barriers that can separate expected from perceived service? What must service providers do to eliminate these barriers?
Discuss the role of service staff in the creation of a quality service. Can you give examples from your own experience of good and bad service encounters?
Explain service-dominant logic and how it helps to define services.
Choose a firm you are familiar with and have had reason to complain about. Discuss the barriers to service quality the firm might need to overcome for you to become a regular customer.
Identify and evaluate how hotels can differentiate themselves from their competitors. Choose three hotel groups and evaluate their success at differentiation.
Discuss how the measurement of services varies, offline, online and when using AI robots.
Discuss the benefits to organizations and customers of developing and maintaining strong customer relationships.
Suggest how the internet and associated technologies are changing the nature of services.
What are the essential characteristics of a market-orientated company?
For most companies, owning the number-one brand name in the world (valued at more than $67 billion by the Interbrand consultancy), having global brand recognition and earning $4.8 billion profits on
Disney+ is a global entertainment corporation and one of the world’s largest over-the-top (OTT) media providers of programmes and movies accessible via the internet. This means Disney+ provides
Stefan Persson, chairman of Swedish retailer Hennes & Mauritz (H&M), vividly remembers his company’s first attempt at international expansion. It was 1976, the year H&M opened its
How has the adoption of marketing orientation evolved since the emergence ofthe internet?
Discuss how a company’s desire to become efficient may conflict with its beingeffective.
Describe the difference between customer values and customer loyalty.
Suggest how you would plan to delight customers and create customersatisfaction.
Explain the role of marketing planning at three different levels: strategic, tacticaland implementation.
Discuss the extent to which marketing does–or should–have all the answers.

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