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Questions and Answers of Marketing

For what reasons might a firm choose an option other than making a good or service in-house? Why is outsourcing on the rise? How is offshoring different from outsourcing?
What are some of the environmental factors that may influence buying decisions? Identify organizational factors that may influence buying decisions. Describe the role of the professional buyer.
Why are there more steps in the organizational buying process than in the consumer buying process? Explain why feedback between buyers and sellers is important to the marketing relationship.
Give an example of a straight rebuy and a modified rebuy. Why is new-task buying more complex than the first two buying situations?
What buying center participant is a marketer likely to encounter first? In the buying center, who has the formal authority to make a purchase?
Describe some of the factors that characterize U.S. government purchases. Why are institutional markets particularly challenging?
In small teams, research the buying process through which your school purchases the following products:a. Lab equipment for one of the science labsb. The school's telecommunications systemc. Food for
1. In their first days of operation, some Fresh & Easy stores sold out of certain items, leaving the shelves empty. In the United States, where abundance is an important cultural trait, the image of
Foreign investment continues to grow in the United States. Do you think this is a positive trend for U.S. businesses and consumers? Why or why not?
Do you agree with countertrade as a legitimate form of conducting business? Why or why not? Describe a countertrade agreement that Microsoft might make in another country.
While one can probably find a better price for the components online, what is the value of choosing John Miggins for your solar or wind system?
Why is return on investment such an important factor for the consumer choosing an alternative energy system?
Visit the Web site of a U.S. company with an extensive presence internationally. Examples include The Coca-Cola Company and Johnson & Johnson.Note two or three differences in product strategies you
Search Google news (news.google.com) and review several recent articles on the Treaty of Lisbon. Prepare a brief report on the treaty and its current status. What impact will the treaty have on
Visit the Web site of the World Trade Organization (www.wto.org). Make a list of the current policy initiatives and their current status. Then, review two recent trade disputes. What type (or types)
What are the benefits to firms that decide to engage in global marketing?
Why is a nation's infrastructure an important factor for global marketers to consider?
What are the two different classifications of tariff? What is each designed to do?
How does an import quota restrict trade?
What are two major victories achieved by the Uruguay Round of GATT conferences?
Why has the progress of the WTO been slow?
What are the three alternatives for first-time exporters to reach foreign customers?
Define and describe the different types of contractual agreements that provide flexible alternatives to exporting.
In what conditions is a global marketing strategy generally most successful?
What type of nation benefits most from countertrade? Why?
Almost every day, it seems, we hear something on the news about the eating habits of U.S. adults and children. For instance, you may hear a piece saying kids under six years of age snack mostly on
SAS and SPSS offer statistical analysis products widely used by marketing professionals. Visit each company's Web site (www.sas.com and www.spss.com) and learn more about their products, including
Outline the development and current status of the marketing research function.
What are the differences between full-service and limited-service research suppliers?
List and explain the steps in the marketing research process. Trace a hypothetical study through the stages in this process.
Distinguish between primary and secondary data. When should researchers collect each type of data?
What is sampling? Explain the differences between probability and nonprobability samples and identify the various types of each.
Distinguish among surveys, experiments, and observational methods of primary data collection. Cite examples of each method.
Define and give an example of each of the methods of gathering survey data. Under what circumstances should researchers choose a specific approach?
Describe the experimental method of collecting primary data and indicate when researchers should use it.
Describe business intelligence.
Contrast qualitative and quantitative sales forecasting methods.
Which sales forecasting technique(s) are most appropriate for each of the following products? Prepare your arguments in pairs or teams:a. Post Shredded Wheat breakfast cerealb. Coach handbagsc. UPS
Visit the Web site for a large company such as General Mills, Kraft Foods, Ford, Sony, or Wal-Mart. Look for ways the firm practices differentiated marketing. How do you think this approach benefits
Choose a consumer products Company such as Procter & Gamble, Unilever, or Colgate. Visit that company's Web site. What strategy or strategies does the firm employ for reaching its target markets?
Visit the Web site of Canon (usa.canon.com). How does Canon segment its markets, such as geographic, product related, demographic, or brand loyalty? Does the firm use more than one method of product
Classify each of the following as a business product or a consumer product:a. Computer workstationb. Tube of toothpastec. Fleet of delivery trucksd. Bulk order of floure. Diamond earringsf. Jason
What are core regions? Why do marketers try to identify these regions?
What is the cohort effect? What event-or events-do you consider significant enough to have influenced and bound together your generation?
What is the fastest-growing racial/ethnic minority group in the United States? What types of things do marketers need to know about this group to market successfully to these consumers?
How is segmentation by family lifecycle and household type useful to marketers? Briefly describe your own family in these terms, identifying characteristics that might be helpful to marketers for a
What are AIO statements? How are they used by marketers?
Identify a branded product to which you are loyal, and explain why you are loyal to the product. What factors might cause your loyalty to change?
What are the six categories generally used to position a product?
How does a positioning map work? What are its benefits?
On your own or with a classmate, select one of the following products. Visit the firm's Web site to see how the product is positioned, then create an advertisement showing how you think marketers
On your own or with a partner, choose one of the following consumer products and think about how it could be used as a business product. Then create a business advertisement for your product.a. Pet
With a classmate, choose a product and come up with a slogan representing each of the six positioning approaches for the product.
Explain why a large firm such as General Mills might use national account selling to strengthen its relationship with a chain of supermarkets in the Midwest.
Marriott has one of the oldest customer loyalty programs in the hotel industry. Visit the Web site (marriott.com/rewards/rewards-program.mi) to learn more about the Marriott Rewards program. How does
Recently, Lexus introduced a "Pebble Beach" edition of the Lexus ES model. Go to the Lexus Web site (www.lexus.com) and research the marketing relationship between Lexus and the Pebble Beach
Review the material on relationship marketing in the chapter and then visit the three Web sites that follow. Identify at least three ways in which the brand's marketers have applied the principles of
Describe the benefits of relationship marketing. How does database technology help firms build relationships with customers?
What types of factors might the firm monitor in its relationships?
What is an affinity marketing program?
What is an application service provider (ASP)? How does it work?
Distinguish among grassroots marketing, viral marketing, and buzz marketing.
Describe at least four qualities of a successful CRM system.
Explain how marketers can turn customers into advocates.
Describe each of the four types of business partnerships.
Give an example of cobranding and comarketing.
Why is it important for a firm to manage the relationships along its supply chain?
What is the most important factor in a strategic alliance?
Explain how a firm goes about evaluating the lifetime value of a customer.
With a teammate, choose one of the following companies. Create a plan to attract customers at the first level of the relationship marketing continuum-price-and move them to the next level with social
Prices at amusement parks are expected to rise because operators such as Disney and Universal Studios are adding new rides and coping with the rising cost of fuel. List as many things as you can
Musical artists earn only about 9 percent in royalties per CD, using a royalty base of retail price less 25 percent for packaging costs. The rest goes to the producer and to cover recording costs,
Some finance experts advise consumers not to worry about rising gasoline prices, the cost of which can easily be covered by forgoing one takeout meal a month, but to worry about how high energy
Ajax Motor Company recently announced that it will rely less on high-volume strategies such as discounts and rebates to improve its profitability. Another strategy it will employ is to sell fewer
Distinguish between fair-trade and unfair-trade laws. As a consumer, would you support either fair-trade or unfair-trade laws? Would your answer change if you were the owner of a small store?
Give an example of each of the major categories of pricing objectives.
What are the major price implications of the PIMS studies? Suggest possible explanations for the relationships the PIMS studies reveal.
Identify each factor influencing elasticity and give a specific example of how it affects the degree of elasticity in a good or service.
What are the practical problems in applying price theory concepts to actual pricing decisions?
Explain the advantages and drawbacks of using incrementalcost pricing rather than full-cost pricing.
How can locating the breakeven point assist in price determination?
Explain the advantage of modified breakeven analysis over the basic breakeven formula.
Explain how the use of yield management can result in greater revenue than other pricing strategies.
How do pricing objectives for a global firm differ from those used generally?
In small teams, categorize each of the following as a specific type of pricing objective. Suggest a company or product likely to use each pricing objective. Compare your findings.a. 5 percent
In pairs, discuss the market situations that exist for the following products. Defend your answers and present them to the class.a. MP3 playersb. Golf clubsc. Soybeansd. Remote control car alarmse.
How are the following prices determined and what do they have in common?a. Ticket to a local museumb. Your college tuitionc. Local sales tax rated. Printing of business cardse. Lawn mowers
WebTech Development of Nashville, Tennessee, is considering the possible introduction of a new product proposed by its research and development staff. The firm's marketing director estimates the
The marketing research staff at Cleveland-based Cyber Novelties has developed the following sales estimates for a proposed new item the firm plans to market through direct mail sales:Proposed
Research the price schedule at your local movie theater multiplex. What pricing strategy accounts for any price differentials you discover? Why don't matinee prices constitute price discrimination
Why is it more expensive to buy beer and a hot dog at a Major League Baseball game than at local retail stores?
Public funding of national parks has been declining for many years. What would you expect to happen to entry and use fees in this case? Research fees at parks in your state or region to verify your
When the economy falters, consumers naturally tighten their belts. They drive fewer miles, make smaller purchases, and eat out less often. None of this is good news for the restaurant industry, which
Why is competitive bidding an important factor in major purchase decisions like vehicles for a police force, the construction of a bridge, or the manufacture of military uniforms?
Staples recently established its Easy Rebates program in which customers can submit most of their rebate applications online for products purchased over the Internet, through the catalog, and in
Visit the following Web site:us.acnielsen.com/pubs/2005_q4_ci_privatelabel.shtml. It contains a recent report on private label pricing. Review the report and answer the following questions:a. Which
What is the difference between a skimming price strategy and a penetration pricing strategy? Under which circumstances is each most likely to be used?
Why is competitive pricing risky for marketers?
What is the difference between a list price and a market price?
What are allowances? How do they work?

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