Questions and Answers of Principles Of Marketing

Discuss the characteristics of corporate branding and corporate identity. How are they related?
What are the building blocks of corporate reputation? What might be the building blocks of the BBC?
What are the main facets of the BBC’s corporate personality?
Describe the personality or defining characteristics of five organisations. What are their distinctive differences?
What is the role of corporate communication?
Suggest ways in which planned and unplanned corporate identity cues are presented to stakeholders. Use an organisation with which you are familiar to illustrate your answer.
What are the elements that make up the corporate communication mix?
What is corporate image and how does it differ from corporate identity and corporate reputation?
Draw the CIMP model, paying particular attention to the linkages between the components
Write a short definition of internal marketing and explain how marketing communications needs to assume both internal and external perspectives.
What is the role of internal marketing communications?
Write short notes explaining why organisational boundaries appear to be less clear than was once thought.
What is organisational identity and what do A lbert and Whetten (1985) consider to be the three important aspects of identity?
Write a brief paper explaining why an understanding of corporate culture is important for successful marketing communications.
Why should marketing communications accommodate corporate strategy?
What are the elements of strategic credibility?
Select three different CEOs from a variety of organisations and evaluate their strategic credibility. What is your justification for selecting these individuals?
Prepare a communications matrix for an organisation (or brand/product) with which you are familiar.
Why might the functional capabilities of an organisation affect an organisation’s marketing communications?
Write brief notes outlining the differences between a U SP and an E SP.
Find advertisements and write notes explaining how they depict the thinking and feeling aspect of advertising, and the behavioural aspect of advertising.
Select an organisation of your choice and find three ads it has used recently. A re the ads predominantly trying to persuade audiences or are they designed to reinforce brand values?
Find four ads and write notes explaining how the elaboration likelihood model can be used to interpret how they might work.
What are the essential differences between the involvement and salience frameworks of advertising?
Find four advertisements (other than those described in this book) that are examples of these two approaches.
Which of the eclectic models of advertising explains how the A pple ‘Think Different’ads work? These ads are presented in the minicase at the start of the chapter.
Write a short presentation explaining the differences between the Strong and Weak theories of advertising.
Draw the FC B grid and place on it the following product categories: shampoo, life assurance, sports cars, kitchen towels, a box of chocolates.
Write brief notes outlining the strategic role advertising plays within an organisation’s overall promotional activities.
Briefly compare and contrast the two main types of exchange transaction. How does communication assist the exchange process?
What is the role of marketing communications? Identify the key tasks that it is required to undertake. What is the role of marketing communications at LV=?
Define marketing communications. What are the key elements in the definition?
Name the three main elements that make up the marketing communications mix.
How does the external environment influence an organisation’s marketing communications?
How might public relations contribute to a marketing communications programme?
How do each of the tools compare across the following criteria: control, communication effectiveness and cost?
What does POE M stands for?
How does the content delivered through traditional media differ from that delivered through digital media?
Explain how marketing communications supports the marketing and business strategies of the organisation.
Name the elements of the linear model of communication and briefly describe the role of each element.
Make brief notes explaining why the linear interpretation of the communication process is not entirely satisfactory.
Draw the Influencer model of communication.
Discuss the differences between linear, influencer and interactional models of communications. Which of these best illustrates how communication worked for MTV , as presented in the mini case?
How do opinion leaders differ from opinion formers and opinion followers?
Why is word-of-mouth communication so important to marketing communications?
What are the three elements of word-of-mouth communication identified by Bone?
If voluntary is one form of WoM, what are the other two and how do they differ?
Using a product of your choice, show how the stages in the process of adoption can be depicted.
Draw a graph to show the difference between fast and slow diffusion.
What are the three elements of perception used for processing stimuli?
How might an understanding of perception assist marketing communications?
Find two examples to illustrate behavioural, iconic and rote learning when applied to marketing communications. Which of these might best be used to interpret the teacher recruitment campaign set out
Make brief notes about the characteristics of each of the attitude components and explain how marketing communications can be used to change attitudes.
Make brief notes explaining each of the following: buyclasses, buying centre, E PS, LPS and RRB .
Describe the elements that constitute perceived risk and explain how marketing communications can be used to reduce these types of uncertainty.
Describe the high- and low-involvement decision-making processes.
Explain how marketing communications works with regard to attitude development in low- and high-involvement situations.
Find examples of tribal consumption or hedonic consumption.
What is behavioural economics and what does it mean for marketing communications?
What is design-to-value?
What is cost-based pricing?
What are the four stages of industrial revolution? How did each stage influence the marketing orientation that prevailed during and after?
What are the eras of marketing? How are societal marketing and the era of marketing convergence different from the eras that preceded the marketing concept?
How do you define marketing?
Why is utility relevant in the study of marketing?
How can Maslow’s hierarchy of needs be applied to organizational needs?
What are the 7 Ps? What kinds of marketing decisions are associated with each one?
What are the primary forms of technology used in Industry 4.0 and influencing MarTech stacks?
What is meant by the term buyer behavior?
What are the variables included in our understanding of buyer behavior?
What are the stages in the classic consumer decision-making model?
How has the digital age affected the utility of the classic consumer decision-making model for marketers?
How has the base of power shifted between marketers and consumers with access to online tools and information?
What is a customer journey and how is it different from the classic decision-making model?
What are moments of truth and micro-moments? What is their relationship to customer experience management?
How are organizational buyers different from consumers and what characteristics influence their decision-making processes?
What is segmentation? What benefits do marketers gain from segmentation analyses?
What are the bases of segmentation? Why is demographic segmentation declining in popularity?
What are the steps in the segmentation procedure?
How do marketers select the variables upon which to base segmentation analysis?
What targeting approaches can marketers choose?
What characteristics are used to select target segments?
Why are personas and customer journey maps relevant in the STP process?
What is a brand position? How do marketers choose a positioning strategy?
Why is market research valuable for marketers?
What information inputs are used in marketing information systems?
What is the difference between marketing research and the other MIS inputs?
When should qualitative research be chosen rather than quantitative methods?
What is marketing strategic planning?
How does strategic planning vary at each level of an organization?
What is strategic intent? How is it different from a mission statement?
What models are useful for performing a situation analysis?
What are the differences in the scope of opportunities and threats versus strengths and weaknesses?
How do the PESTEL analysis and Five Forces analysis contribute to the SWOT analysis?
What models are useful for identifying and analyzing possible strategic marketing opportunities?
Why is the evaluation component of the marketing plan necessary?
What are the levels of a product and why are they relevant in developing a value proposition?
What is the difference between secondary demand and primary demand?
What is design-to-value?
How are products and services different?

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