Questions and Answers of Business Foundations A Changing World

How can businesses utilize new digital and social networking channels in their marketing campaigns?
What impact do digital media have on the marketing mix?
How is the Internet changing the practice of marketing?
What is e-business?
Define accessibility, addressability, connectivity, interactivity, and control. What do these terms have to do with digital marketing?
How can marketers utilize digital media to improve business?
What is digital marketing?
Do you think the use of promotion in the form of advertised pins may turn off Pinterest fans? Why or why not?
According to the social technographic profile, what type of Internet users do you think use Pinterest the most? Why is this segment appealing to marketers?
Describe how marketers are using Pinterest as a customer relationship management tool.
Evaluate a marketer’s dilemma and propose recommendations.
Identify legal and ethical considerations in digital media.
Illustrate how businesses can use different types of social networking media.
Show how digital media affect the marketing mix.
Demonstrate the role of digital marketing and define social networking in today’s business environment.
Define digital media and digital marketing and recognize their increasing value in strategic planning.
What are the challenges Spirit faces in keeping prices low and improving service?
Describe the marketing mix used by Spirit in its strategy.
What is Spirit Airlines’ target market?
What are your suggestions for implementation of the marketing strategy?
Critique your marketing strategy in terms of its strengths and weaknesses.
Design a marketing strategy for the new product line.
Pick a nearby store, and briefly describe the kinds of sales promotion used and their effectiveness.
Design a distribution channel for a manufacturer of stuffed toys.
Pick three products you use every day (in school, at work, or for pleasure—perhaps one of each). Determine what phase of the product life cycle each is in. Evaluate the marketer’s strategy
List the circumstances in which the push and pull promotional strategies are used.
What does the personal selling process involve? Briefly discuss the process.
How do publicity and advertising differ? How are they related?
What activities are involved in physical distribution? What functions does a warehouse perform?
Describe the typical marketing channels for consumer products.
What is probably the least flexible marketing mix variable? Why?
Distinguish between the two ways to set the base price for a new product.
Which marketing mix variable is probably the most flexible? Why?
What is the product life cycle? How does a product’s life cycle stage affect its marketing strategy?
What steps do companies generally take to develop and introduce a new product?
Evaluate an organization’s marketing strategy plans.
Specify the activities involved in promotion, as well as promotional strategies and promotional positioning.
Identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage.
Define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ.
Describe the role of product in the marketing mix, including how products are developed, classified, and identified.
Describe some ways that Marriott uses market research to discover what their customers want.
Why is the millennial traveler market posing challenges for Marriott and other hotels?
How does Marriott use psychographic and demographic variables to segment the market?
Denny’s, the largest full-service family restaurant chain in the United States, serves more than 1 million customers a day. The restaurants offer the Build Your Own Grand Slam Breakfast for about
Hewlett-Packard offered a $100 rebate on a $799 HP LaserJet printer when purchased with an HP LaserJet toner cartridge. To receive the rebate, the buyer had to return a mail-in certificate to certify
Southwest Airlines makes flying fun. Flight attendants try to entertain passengers, and the airline has an impeccable customer service record. Employees play a key role and take classes that
After decades on the market, WD-40 is in about 80 percent of U.S. households—more than any other branded product. Although WD-40 is promoted as a product that can stop squeaks, protect metal,
Amid great anticipation, Apple released its iPad, selling more than 3 million within three months. The slim tablet computer is a major step forward in reading e-books, watching movies, and playing
Skype is a software application that allows consumers to make telephone calls over the web. Calls to Skype subscribers are free, while calls to land line and mobile phones cost around 2 cents per
Starbucks Coffee began selling bagged premium specialty coffee through an agreement with Kraft Foods to gain access to more than 30,000 supermarkets.
Discuss the decision process and influences involved in purchasing a personal computer.
With some or all of your classmates, watch several hours of television, paying close attention to the commercials. Pick three commercials for products with which you are somewhat familiar. Based on
Discuss the impact of technological forces and political and legal forces on the market.
Briefly describe the factors that influence buying behavior. How does understanding buying behavior help marketers?
Why are marketing research and information systems important to an organization’s planning and development of strategy?
List the variables in the marketing mix. How is each used in a marketing strategy?
What is market segmentation? Describe three target market strategies.
What is a marketing strategy?
What is the marketing concept? Why is it so important?
Name the functions of marketing. How does an organization use marketing activities to achieve its objectives?
What is marketing? How does it facilitate exchanges?
Should Campbell’s sell its fresh foods under the traditional Campbell’s brand or create a new separate brand for its fresh foods division?
Should Campbell’s ignore fresh foods altogether and focus on its core competencies—processed and prepared foods? Why?
How important is unique packaging and novel food design in attracting health-minded consumers?
Assess a company’s marketing plans and propose a solution for resolving its problem.
Summarize the environmental forces that influence marketing decisions.
Investigate how marketers conduct marketing research and study buying behavior.
Examine the development of a marketing strategy, including market segmentation and marketing mix.
Explain the marketing concept and its implications for developing marketing strategies.
Specify the functions of marketing.
Define marketing and describe the exchange process.
Why do you think unions in the entertainment industry are banding together?
Why is striking often avoided if possible?
Why are Hollywood labor unions considered necessary?
What can Medallion do to make the team approach work more smoothly? What role do you think diversity training should play?
What are some of the potential problems that must be dealt with after an organization experiences a major trauma such as massive layoffs?
What did Medallion’s HRM department do right in dealing with the employees who were laid off?
Find some examples of companies that value their diverse workforces, perhaps some of the companies mentioned in the chapter. In what ways have these firms derived benefits from promoting cultural
If collective bargaining and the grievance procedures have not been able to settle a current labor dispute, what tactics would you and other employees adopt? Which tactics would be best for which
Although many companies screen applicants and test employees for illegal drug use, such testing is somewhat controversial. Find some companies in your community that test applicants and/or employees
What are the benefits associated with a diverse workforce?
Besides collective bargaining and the grievance procedures, what other alternatives are available to labor and management to handle labor disputes?
Describe the negotiation process through which management and unions reach an agreement on a contract.
What is the role of benefits? Name some examples of benefits.
Relate wages, salaries, bonuses, and benefits to Herzberg’s distinction between hygiene and motivation factors. How does the form of compensation relate to the type of job?
Why does turnover occur? List the types of turnover. Why do businesses want to reduce turnover due to separations?
What is the significance of a performance appraisal? How do managers appraise employees?
What are the two types of training programs? Relate training to kinds of jobs.
What activities are involved in acquiring and maintaining the appropriate level of qualified human resources? Name the stages of the selection process.
Distinguish among job analysis, job descriptions, and job specifications. How do they relate to planning in human resources management?
Do you believe Tindell’s statement that highly satisfied employees will lead to highly satisfied customers and shareholders?LO 10-1 Define human resources management and explain its significance.
Name some of the ways that The Container Store motivates its employees.
Name some of the hygiene factors at The Container Store.
Put yourself in the shoes of one of the four regional sales managers and argue against potential cutbacks to the motivational program.
What is the value of getting employees to compete against a goal instead of against one another?
Which motivational theories are in use at Eagle?
Could others in the organization accept such creative behaviors?
What would be the likely (positive and negative) results of making work more like play?
Are these forces real or imagined?
What prevents managers from making work more like play?

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