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principles of marketing
Questions and Answers of
Principles Of Marketing
Is Nokia a market-centered company? How can it improve in this area?Nokia was once the world’s largest maker of phones. These days, smartphone buying customers hardly recognize Nokia as a maker of
Evaluate Nokia according to Treacy and Wiersema’s value disciplines. Does Nokia pursue the same value discipline today that it did when it led the mobile phone market?Nokia was once the world’s
Briefly describe the World Trade Organization and its role in world trade.
What environmental factors must international marketers consider when entering foreign markets?
Name and explain a company’s market entry options for international markets.
Name and discuss the two marketing strategies global companies can use to adapt to foreign markets. What are the benefits of each strategy?
Define personal selling and discuss its role in a company’s promotion mix.
Name and explain the major steps in sales force management.
What is social selling? How are salespeople using digital technologies to benefit their companies?
Identify and briefly describe the steps in the personal selling process. How does this process work with engaging customers and building relationships?
Discuss the differences among consumer promotions, trade promotions, and business promotions. Provide examples of the different sales promotion tools that could be used in each promotion campaign.
Write a job description for an order getter at Snap-on tools, a company that sells advanced tools to auto mechanics and technicians.
A sales manager for a telecommunications company is trying to calculate the optimal number of salespeople. The company has 500 A-level accounts and 3,000 B-level accounts. A-level accounts require 20
Design a consumer promotion to increase brand awareness and trial of cricket flour-based Chirps Chips (www.eatchirps.com).
Marriott used the innovation lab as both a business promotion and a consumer promotion, which served different segments with different needs. Was that a wise strategy? Explain.Marriott set up a
An alternative, potentially lower cost way to get consumers to interact with the Aloft and Element brands would be to offer deep promotional discounts to influencers and prospects so they stay at one
A recent analysis of top salespeople suggested salespeople who are driven by a strong sense of customer-related purpose outsell salespeople who are focused on sales and money goals. The insurance
Why would the insurance companies recruit existing pharmaceutical salespeople instead of hiring and training their own sales forces?One criticism of pharmaceutical sales is that it makes healthcare
If Mountain Goat’s markup percentage on selling prices is 35 percent, what margin will the retailer realize for each bike purchased during the premium offer? How many additional bikes would
Mountain Goat ran the promotion and sold 15 bikes during the promotional period. Assuming the $500 spent on advertising is the only marketing cost associated with this promotion, calculate the net
From the perspective of team selling, discuss the positive as well as some possible negative aspects to the customer business development sales organization.P&G is the largest consumer products
Discuss some ways that the CBD structure may be more effective than a single sales rep for each step in the personal selling process.P&G is the largest consumer products firm in the world and one
It seems that P&G has the most effective sales force structure of any company in its industry. Why have competitors not been able to match it?P&G is the largest consumer products firm in the
Compare and contrast the new direct marketing model with the traditional direct marketing model.
List the major forms of direct and digital marketing. Has there been a shift in how marketers use direct marketing?
What is mobile marketing and why is it important to marketers?
How can marketers use social media and mobile marketing to engage customers? What challenges do marketers face?
Discuss how the traditional forms of direct marketing continue to be important promotion tools.
How does the General Data Protections Regulation (GDPR) act affect data collection and protection?
Taco Bell uses social media to engage consumers around marketing stunts targeting its millennial and Gen Z segments. For example, it has hosted Airbnb sleepovers in its restaurants and once erected a
Thanks to the Internet of Things, marketers can now add value to the shopping experience by using digital displays. They can use the displays to gather data about consumers, send advertising messages
Discuss QVC’s shift in strategy. What competitive advantages can now be achieved?With many online retailers having to look giants Amazon and Walmart directly in the eye, home shopping network QVC
Calculate the performance metrics listed in the table above. Based on these metrics, evaluate the campaign.Uniqlo is a Japanese retail brand that has grown into a global brand in 15 countries thanks
Calculate the net marketing contribution (NMC), marketing return on sales (marketing ROS), and marketing return on investment (marketing ROI). Was the campaign successful? Uniqlo is a Japanese
Visit qvc.com and connect to one or more of its social media links. What about QVC’s social media presence engages you the most as a potential customer?With many online retailers having to look
How should companies that offer home hubs address consumer concerns about privacy violations?Home hubs that contain voice technologies and microphones, such as Amazon’s Echo with Alexa and
Is it ethical for marketers to gather and use data from inside the home to improve the value proposition to consumers? Explain.Home hubs that contain voice technologies and microphones, such as
As a mobile marketplace, how does Offer Up provide value to shoppers? Sellers?When people think of buying and selling things online locally, most think automatically of Craigslist, the classified ad
Analyze OfferUp’s business model relative to the different forms of digital and online marketing covered in this chapter.When people think of buying and selling things online locally, most think
Describe the value of OfferUp to national brands and retailers as a channel for mobile marketing. Does OfferUp also pose a threat these companies?When people think of buying and selling things online
Compare the competitive relationship between OfferUp and LetGo to that of Uber and Lyft. Based on this comparison, what does the future hold for OfferUp?When people think of buying and selling things
Do you agree with Nick Huzar that OfferUp can succeed without taking business away from Craigslist? Explain.When people think of buying and selling things online locally, most think automatically of
What questions should marketing managers ask after they identify the firm’s main competitors?
The multibillion-dollar pet care market is growing thanks to market factors including the increased availability of technology products for pets, the use of the internet to feature pets, the rise in
Is it possible for a firm to lose customers to a company that is outside of its strategic group? Explain.
How does a market-centered company compare to a competitor-centered company, a product-oriented company, and a customer-centered company?
Walmart, a market leader and the nation’s biggest private employer, recently implemented a “Great Workplace” model that increases wages and responsibilities for some employees and emphasizes
Using the internet, find one market nicher in each of three different industries. Identify the competitive strategy each one uses.
Marketing by the Numbers and calculate market shares for each company for both years. Calculate the percentage change in year-over-year unit sales for each company. What can you conclude from the
Compare Uniqlo’s approach on Instagram (www.instagram.com/uniqlousa) to Madewell’s approach (www.instagram.com/madewell). Based on your comparison, is Uniqlo a market challenger, market follower,
In a small group, design a social media approach that would help increase brand awareness and communicate the value proposition of Uniqlo relative to its competitors.Uniqlo targets young, urban,
Phat Beets and Imperfect Produce are in different categories but serve similar target markets with similar products. How should Phat Beets differentiate itself from Imperfect Produce, if at
Find market data for previous years and analyze how the smartphone market has changed over time.Greek philosopher Heraclitus certainly understood modern-day markets when he said, “The only thing
Is it ethical for ugly produce companies to position themselves as social enterprises or as solutions to the food waste challenge? Why or why not?Following a USDA report that nearly one-third of food
How would you describe Nokia’s competitive advantage when it was strong in the mobile phone market? Today?Nokia was once the world’s largest maker of phones. These days, smartphone buying
Briefly outline the strategies used for adapting products to a global market. Provide an example for each strategy.
Should Unilever utilize standardized international pricing for its Sunsilk hair care products? Why or why not?
Based on national security concerns, the United States and several U.S. allies have chosen to limit market access for Huawei, a Chinese telecommunications company that is neck and neck with Apple as
Lululemon, a Canada-based retailer, is facing increased competition from less expensive alternatives to its $100 yoga pants. However, instead of lowering prices or expanding beyond its own 440 stores
You have been asked to consult with a small business owner who wants to expand her company overseas. She has asked you to develop a global marketing strategy. You are not certain if the owner
The cultural environment is likely having the greatest impact on Tinder’s growth in India. The decline in arranged marriages and the increase in young people working in cities may be fueling demand
Develop a relevant profile of India that informs Match Group management about the country’s demographics, competitors, and market potential.Match Group’s biggest brand, Tinder, is a
Discuss worldwide organizations that assist companies in developing and abiding by global standards for marketing, consumer protection, and regulatory compliance.Fake products make up 5 to 7 percent
Is there any justification for companies to profit by creating counterfeit products that create local jobs and provide consumers with access to products they typically would not be able to buy?
How many bikes must Peloton sell to break even on this international expansion if total fixed costs are £30 million per year, variable costs are £1,995 per bike (Peloton sells them at cost), and
What U.S. dollar sales does your answer to the previous question represent? Use a currency exchange calculator, such as the one at www.xe.com/currencyconverter/, to convert from British pounds to
On a scale of one to five, to what degree does 7-Eleven adapt its offering in each global market? Support your answer.While most Americans are familiar with 7-Eleven—the country’s biggest
Which strategy does 7-Eleven employ for entering a new market? How does the company benefit from this approach?While most Americans are familiar with 7-Eleven—the country’s biggest convenience
Is 7-Eleven’s failure in Indonesia a sign of future weakness? Discuss the implications of this failure on the company’s future expansion into other markets.While most Americans are familiar with
How has the role of marketing communicators shifted in response to the increasingly fragmented and digital communications environment?
Identify and briefly describe the three major marketing tasks service companies face.
Assuming Rock Bottom’s cost of goods sold (COGS) is 60 percent, calculate Rock Bottom’s margin per driver before the $50 off promotional price and after the promotional price. What effect does
What major structural factors affect long-run segment attractiveness?
What is a value proposition? Discuss the five winning value propositions on which a company might position its products and give an example of each.
The breakfast cereal market is highly competitive and marketers for the many varieties of cereal attempt to differentiate their brands to appeal to specific segments. Choose five different breakfast
In a small group, look at InsomniaCookies.com. Using the steps described in the chapter, describe the company’s customer value-driven marketing strategy. Write as a positioning statement for this
Should the White Banana Beach Club sponsor Instagram influencers that have less than 500,000 followers to help position its offering? Should it sponsor Instagram influencers that have more than
How does using an Instagram influencer with more than 500,000 followers compare to a micro-marketing strategy? Which would you recommend to the White Banana Beach Club? Why?Recently, Mr. Gianluca
Companies have long struggled to balance the need for profit with consumer value. How has Allegiant differentiated and positioned itself in the airline industry? How has this differentiation and
Give an example of another airline that positions itself in a way that differentiates it from Allegiant? Which airline would you rather fly?With millions of American passengers selecting air travel
There are 5,534 certified hospitals in the United States, and 95 percent have emergency departments. Assuming the price of the Lucid Robotic System is $50,000 and that hospitals with emergency
There are approximately 50,000 emergency response vehicles operated by private ambulance companies, municipal fire departments, and hospitals. Assuming the price of the portable Lucid Robotic System
Using the full spectrum of segmentation variables, describe how 5-Hour Energy segments and targets the market for soft drinks.Breaking into a mature and fragmented industry where veteran brands reign
Which market targeting strategy is 5-Hour Energy following? Justify your answer.Breaking into a mature and fragmented industry where veteran brands reign is fraught with barriers to entry. But by
Write a positioning statement for 5-Hour Energy.Breaking into a mature and fragmented industry where veteran brands reign is fraught with barriers to entry. But by finding and targeting an
Define consumer products. Describe the characteristics of each type of consumer product and give examples of each.
Name and explain the five important decisions that marketers must make in developing and marketing individual products and services?
What is organization marketing? Provide an example.
Describe the service profit chain. Provide an example.
Explain the four choices a company has when developing brands and illustrate each with an example.
Coca-Cola recently introduced Coca-Cola Orange No Sugar as a limited edition flavor. Why would Coca-Cola market this product using the Coca-Cola brand name instead of creating a new brand? What are
Companies must consider four special service characteristics when designing service marketing programs. Discuss a recent service experience using the four characteristics. Compare your service
Musical performer Rhianna recently launched her own make-up line called Fenty. If Fenty make-up does not succeed, how could it impact Rhianna as a person brand?
Consider ad agency Young & Rubicam’s Brand Asset Valuator. How might the central brand fans speaking up in support of a brand affect the four consumer perception dimensions? Brands often
What are the potential drawbacks of leveraging or encouraging dialogue from brand rivals?Brands often focus their marketing efforts on encouraging fans to engage with them on their web and social
Would you use the Amazon Key services? Why or why not? When would you be most likely to use this service?With online shopping growing rapidly, delivering packages securely to their final destinations
What ethical issues must Amazon address before consumers will consider adopting this service?With online shopping growing rapidly, delivering packages securely to their final destinations and
What brand development strategy is Coca-Cola undertaking?Coca-Cola launched Coca-Cola Plus in a limited market in Japan last year and now plans to launch it nationwide in that country. Coca-Cola Plus
Assume the company expects to sell 5 million bottles of Coca-Cola Plus in the first year after introduction but that 60 percent of those sales will come from buyers who would normally purchase Diet
Discuss how MINI has endured for 60 years as a brand, despite being owned by various companies.Longstanding brands face the challenge of remaining true to loyal customers while also addressing
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