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business
essentials of marketing
Questions and Answers of
Essentials Of Marketing
You have just been named the first-ever marketing director of the Bay Area Regional Accountable Health System. For 15 years, you served as the marketing and strategic planning director at Oakland
Facebook began as an idea for connecting students at Harvard University. A young Mark Zuckerberg, a second-year student at Harvard, developed a program that would allow students to compare pictures
Nike is an American-owned manufacturer of sports clothing, and is best-known for its sports footwear. The company has relatively few physical assets: its manufacturing is subcontracted to 140
Why should firms innovate?
Why is it important for companies to develop and maintain brands?
What are the potential problems with relationship marketing?
How would you go about establishing a code of ethics?
Marketers ignore ethics at their peril.’ Critically evaluate this notion.
Why might transaction marketing be less effective than relationship marketing in the long run for, say, a car manufacturer?
How is ‘Big Data’ changing the way organisations build customer relationships?
What reasons might a firm have for consulting environmentalists about strategy?
Why has ethics become an increasingly important consideration when developing marketing strategies and campaigns?
What factors must a marketer consider when developing a global marketing campaign?
Lush Cosmetics is a manufacturer of ethically sourced, environmentally friendly cosmetics. Based in Poole, Dorset, the company has manufacturing facilities (or ‘kitchens’ as the company calls
In a situation where supply exceeds demand, which orientation would you expect most firms to have?
Marketing is a crucial part of every business.’ Evaluate this notion.
Why might a consumer feel that paying £150 for a pair of designer jeans represents good value for money?
It is often thought that marketing has evolved over the years, through a number of orientations (production, product, sales, etc.). To what extent are these orientations valid and what might be the
What needs are met by buying fashionable clothes?
What needs might a parent meet by buying a child sweets?
Why should marketers always refer back to the consumer when making decisions?
Samsung was founded in 1938 in what is now South Korea. The company, whose name means ‘Three Stars’, was originally a simple trading company, dealing in dried fish, groceries and noodles. During
Why is the external environment impossible to control?
Critically evaluate the importance of understanding the external environment when developing a marketing campaign.
What can SWOT analysis tell a firm about its environment?
Socio-cultural change is of no importance to marketers. Evaluate this statement.
Given that businesses are made up of people, how is it that the same people are included as part of the firm's internal environment?
The exponential growth and development of technology has been instrumental in changing culture. Critically assess this notion.
Chic is a small company making mid-range leather bags for both men and women. It is based in a small town in the north-west of England. It is run by a husband and wife team. Business is doing well,
What are the most important factors making up the micro-environment?
What are the main problems faced when dealing with the macro-environment?
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?
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