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principles of marketing
Questions and Answers of
Principles Of Marketing
Rock Bottom Golf is an online golf equipment retailer that sells clubs, shoes, balls, and other golfing equipment. Rock Bottom's regular prices are lower than most competitors, but they go even lower
Few brands dominate their industry with a more than 50 percent global market share. Gillette did that for decades, long the razor market leader, with veteran brands Schick and Bic running a distant
Few brands dominate their industry with a more than 50 percent global market share. Gillette did that for decades, long the razor market leader, with veteran brands Schick and Bic running a distant
Various retailers are limiting forms of payment, aligning with consumer trends toward either electronic forms of payment on the one hand (such as Cash App, PayPal, and Google Pay) or cash-only
Various retailers are limiting forms of payment, aligning with consumer trends toward either electronic forms of payment on the one hand (such as Cash App, PayPal, and Google Pay) or cash-only
One way that consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of a tablet. Each
Few brands engender such intense loyalty as Harley-Davidson. Harley buyers have a granite- like, unshakeable loyalty to the brand. Few people sport Yamaha, Kawasaki, or Honda tattoos. But a recent
In spring 2021, Amir Nathoo was at the helm of one of the most talked-about startups in the massive and fragmented educational technology (EdTech) industry. Just six years earlier, Nathoo and his
In spring 2021, Amir Nathoo was at the helm of one of the most talked-about startups in the massive and fragmented educational technology (EdTech) industry. Just six years earlier, Nathoo and his
Many industries experience seasonal or time-based fluctuations in demand, including hotels and restaurants as discussed in this chapter. What is yield management, and how do yield management systems
What is the "customer experience," and why are companies increasingly focused on creating great customer experiences?
The 7Ps of the service marketing mix adds three more Ps to the marketing mix. What are the additional three Ps, and why do service marketers benefit from including them in the service marketing mix
What are the three levels of a product's value, and what forms of value are added at each level? Provide an example of each.
Explain the four key brand strategy options for a business. Provide an example of each.
Select a fast-food or fast-casual retailer and describe components of its internal and interactive marketing. What would you improve if anything?
Multinational corporations such as Gillette were widely criticized in 2017 for perpetuating the price differential between men's and women's razors. A survey by The Times in 2016 revealed that
If you've ever bought an airline ticket, rented a car, or booked a hotel room for a big event, you've experienced dynamic pricing software in action. Companies use sophisticated algorithms to
If you've ever bought an airline ticket, rented a car, or booked a hotel room for a big event, you've experienced dynamic pricing software in action. Companies use sophisticated algorithms to
For the past several years, large food manufacturers followed Kraft-Heinz's lead by aggressively slashing costs to improve profitability. This cost cutting did not work well for Kraft-Heinz or for
The mood was whimsical at Casper’s New York headquarters— the online mattress startup had flipped its industry upside down. Celebrating Casper’s fifth anniversary, the celebration seemed more
The mood was whimsical at Casper’s New York headquarters— the online mattress startup had flipped its industry upside down. Celebrating Casper’s fifth anniversary, the celebration seemed more
Ford has nearly 3,000 automobile dealerships in the United States and 10,000 dealer locations worldwide. How do Ford's channel members help it compete with other automobile manufacturers?
Makeup retailer Glossier (glossier.com) started as a blog with a direct-to-consumer business model. In markets such as Miami, Los Angeles, and London, where it has deep penetration, it has
Taco Bell is proficient at using social media to drive demand. America's beloved low-price Tex-Mex fast-food chain is a formidable social media marketer because it creates and curates user focused
Taco Bell is proficient at using social media to drive demand. America's beloved low-price Tex-Mex fast-food chain is a formidable social media marketer because it creates and curates user focused
Upscale department store chain Nordstrom recently set its 2025 corporate social responsibility goals. Nordstrom made commitments to improve the environmental sustainability of its operations and
Upscale department store chain Nordstrom recently set its 2025 corporate social responsibility goals. Nordstrom made commitments to improve the environmental sustainability of its operations and
What key decisions must communicators make when developing and designing a marketing message?
Compare and contrast personal and nonpersonal communication channels. How would you use each channel type to promote oral hygiene and oral care products such as toothpaste, mouthwash, dental floss,
In 2020, the global brand Pepsi featured singer Amr Diab as the face of the brand in the Middle East. This 2020 campaign (which coincided with the release of his latest album) used nostalgia,
In 2019, in Bangkok a customer found a dead lizard in a pack of Irvins Salted Egg Fish Skin. Spearheaded by CEO Irvin Gunawan, the brand launched a masterful campaign of apology and promised to do
The James Beard Foundation's response to the COVID-19 pandemic was a campaign called Open for Good, which helped independent restaurants survive the crisis, rebuild better, and thrive in the long
The James Beard Foundation's response to the COVID-19 pandemic was a campaign called Open for Good, which helped independent restaurants survive the crisis, rebuild better, and thrive in the long
Camera technology, specifically film, was not historically designed to capture everyone equally. The chemistry that creates color balance did not address yellow, brown, and reddish skin tones until
Camera technology, specifically film, was not historically designed to capture everyone equally. The chemistry that creates color balance did not address yellow, brown, and reddish skin tones until
Coca-Cola's market share increased from 17.3 percent to 17.8 percent during the past decade. That might not seem like much, but one share point equals 1 percent of market sales, so half a share point
Few brands dominate their industry with a more than 50 percent global market share. Gillette did that for decades, long the razor market leader, with veteran brands Schick and Bic running a distant
Few brands dominate their industry with a more than 50 percent global market share. Gillette did that for decades, long the razor market leader, with veteran brands Schick and Bic running a distant
What is the cost-plus pricing method, and why do marketers use it even if it is not the best method for setting prices?
What are the five product mix pricing strategies? Provide an example of each and explain why the strategy for setting product prices might need to change.
What is reference pricing, and how is it used by customers? Give an example.
How is personalized pricing used in the digital marketing environment? Provide examples with your answer.
What are the strategic responses a company might have when a competitor changes its prices?
To explore the concept of the Consumer Price Index (CPI), examine the chart at the top of this web page: www.bls.gov/cpi/home.htm. Click on the “Food” column in the graph. Keep clicking on items
The Goods Mart is a subscription service that curates a variety of delicious snacks, sauces, and beverages that can be sorted by founder identity (AAPI, Black, Latinx, female, or BIPOC) or other
Amara runs a small food kiosk and prepares lunch snacks for office workers in the city. The average customer spend at her kiosk is $4.55. She has asked you to suggest some viable ways in which she
Price-conscious shoppers want to find the best deal. RetailMeNot.com boasts coupons for more than 130,000 online and local stores (www.retailmenot.com). Mobilepantry. com lists RetailMeNot as one of
Price-conscious shoppers want to find the best deal. RetailMeNot.com boasts coupons for more than 130,000 online and local stores (www.retailmenot.com). Mobilepantry. com lists RetailMeNot as one of
The mood was whimsical at Casper’s New York headquarters— the online mattress startup had flipped its industry upside down. Celebrating Casper’s fifth anniversary, the celebration seemed more
The mood was whimsical at Casper’s New York headquarters— the online mattress startup had flipped its industry upside down. Celebrating Casper’s fifth anniversary, the celebration seemed more
Why is the concept of the value delivery network becoming increasingly important? Explain.
Why is it often necessary and advantageous to have intermediaries in a marketing or distribution channel?
How would you distinguish between exclusive and selective distribution?
How can distributors and retailers increase channel efficiency?
What are third-party logistics (3PL) providers, and what value do they provide for companies?
Amazon and Best Buy form a horizontal marketing system to sell Amazon smarthome devices, as discussed in the chapter. What might their relationship look like if they formed a conventional
It has been estimated that the top 100 third-party logistics companies worldwide control around a third of the estimated $270 billion outsourced logistics. Market growth is between 6 and 8 percent.
Instacart is an online grocery delivery and pickup service that partners with more than 500 retailers across the United States and Canada. Costco is a major membership-only big box retailer operating
Instacart is an online grocery delivery and pickup service that partners with more than 500 retailers across the United States and Canada. Costco is a major membership-only big box retailer operating
Lush, the fresh handmade cosmetics company, was launched in 1994 and included the same creative team who designed many amazing products for The Body Shop. In less than 20 years of its establishment,
The Malaysian food and grocery retail market offers the same breadth of products that consumers would expect, including packaged and unpackaged food, beverages, and household products. In 2018, the
The Malaysian food and grocery retail market offers the same breadth of products that consumers would expect, including packaged and unpackaged food, beverages, and household products. In 2018, the
In today's retail environment, there is plenty of buzz about the "retail apocalypse"-the growing phenomenon that has resulted in brick-and-mortar store closings. Numerous longtime specialty retailers
In today's retail environment, there is plenty of buzz about the "retail apocalypse"-the growing phenomenon that has resulted in brick-and-mortar store closings. Numerous longtime specialty retailers
In today's retail environment, there is plenty of buzz about the "retail apocalypse"-the growing phenomenon that has resulted in brick-and-mortar store closings. Numerous longtime specialty retailers
Coca-Cola's market share increased from 17.3 percent to 17.8 percent during the past decade. That might not seem like much, but one share point equals 1 percent of market sales, so half a share point
With more than 2,000 brands, from global icons to local favorites, and present in 190 countries, Nestlé is one of the world's largest food-and-beverage companies. It operates in four different
With more than 2,000 brands, from global icons to local favorites, and present in 190 countries, Nestlé is one of the world's largest food-and-beverage companies. It operates in four different
With more than 2,000 brands, from global icons to local favorites, and present in 190 countries, Nestlé is one of the world's largest food-and-beverage companies. It operates in four different
With more than 2,000 brands, from global icons to local favorites, and present in 190 countries, Nestlé is one of the world's largest food-and-beverage companies. It operates in four different
With more than 2,000 brands, from global icons to local favorites, and present in 190 countries, Nestlé is one of the world's largest food-and-beverage companies. It operates in four different
What is the role of advertising in the marketing mix?
What is the difference between informative advertising and persuasive advertising?
What are the key factors that influence the advertising budget?
What are the key decisions to made in international advertising?
How can be PR be used as a productive component of the marketing mix?
Choose any two ads from the most recent Super Bowl. For each of the two ads, identify the audience targeted and the execution styles used (choosing from the nine styles listed in the chapter). Do the
Renewal by Andersen is one of nation's largest window replacement companies. The company operates through numerous, geographically dispersed Anderson certified contactors. Leaflets and pamphlets that
Product placements in movies have proliferated. View this ending of Sonic the Hedgehog, which features a government official dropping off an Olive Garden gift card to the hero of the movie,
In an era of enormous boat-like cars with tailfins that could impale people, the Volkswagen Beetle was a breath of fresh air.Launched in 1938, it personified the appeal to "Think Small." With more
In an era of enormous boat-like cars with tailfins that could impale people, the Volkswagen Beetle was a breath of fresh air.Launched in 1938, it personified the appeal to "Think Small." With more
An estimated 500 million plastic straws are used daily in the United States alone. Plastic is one of the biggest enemies of the environment-nonbiodegradable and prone to collecting in water bodies
An estimated 500 million plastic straws are used daily in the United States alone. Plastic is one of the biggest enemies of the environment-nonbiodegradable and prone to collecting in water bodies
A common measure of advertising efficiency is cost per thousand (CPM), which is the ad cost per thousand potential audience contacts. Although all audience members are important for advertisers, the
A common measure of advertising efficiency is cost per thousand (CPM), which is the ad cost per thousand potential audience contacts. Although all audience members are important for advertisers, the
When carmaker Hyundai launched an all-new version of the Sonata-its longest-standing and most successful model-it did so on advertising's biggest stage: the Super Bowl. Like other event-sponsoring
When carmaker Hyundai launched an all-new version of the Sonata-its longest-standing and most successful model-it did so on advertising's biggest stage: the Super Bowl. Like other event-sponsoring
When carmaker Hyundai launched an all-new version of the Sonata-its longest-standing and most successful model-it did so on advertising's biggest stage: the Super Bowl. Like other event-sponsoring
When carmaker Hyundai launched an all-new version of the Sonata-its longest-standing and most successful model-it did so on advertising's biggest stage: the Super Bowl. Like other event-sponsoring
What are some key characteristics to look for when hiring a salesperson?
Write a job description for a salesperson at SAS, a leading marketer of analytical software platforms and packages to midsize and large businesses. (See www.sas.com and
A sales manager for a financial services company is trying to calculate the optimal number of salespeople. The company has 600 A-level accounts and 4,200 B-level accounts. A-level accounts require 12
Indonesia has some large regional markets, but the consumer market is scattered over 17,500 islands. The tastes, preferences, and buying habits vary. How would you create effective sales promotion
Global Industrial is a leading industrial supplies seller carrying more than 1.7 million products and serving industries ranging from medical labs and food services to facilities maintenance and
Global Industrial is a leading industrial supplies seller carrying more than 1.7 million products and serving industries ranging from medical labs and food services to facilities maintenance and
The ethical dilemma faced by firms that offer both financial advisory and auditing services was highlighted in a recent New York Times article titled "Officials Balked at a Drug Company's Tax
The ethical dilemma faced by firms that offer both financial advisory and auditing services was highlighted in a recent New York Times article titled "Officials Balked at a Drug Company's Tax
Lush, the fresh handmade cosmetics company, was launched in 1994 and included the same creative team who designed many amazing products for The Body Shop. In less than 20 years of its establishment,
The post-Prohibition "three-tier system" requires the separation of the production, distribution, and retailing of alcohol in most states. That was not a major issue for craft brewers during the
The post-Prohibition "three-tier system" requires the separation of the production, distribution, and retailing of alcohol in most states. That was not a major issue for craft brewers during the
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