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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

=+2. With a classmate, watch a half hour of television or go to a place on the Internet where you may find advertisements. Of all the advertisements you see in that time period, note which one made
=+1. Choose a partner. Each of you should think about your participation in family purchases. How much influence do you have on your family’s decisions? Has this influence changed over time? Why
=+10. Why is it important for marketers to recognize into which category of problem solving their goods and services fall?
=+What would be your evaluative criteria?
=+9. Suppose you were going to look for a new place to live next year.
=+8. Describe the problem or opportunity recognition stage of a recent purchase you made. How did it lead you to the next step?
=+How would you use shaping to motivate consumers toward a new type of skin care made with vitamins and minerals?
=+7. What is shaping?
=+6. What is subliminal perception? Is it an effective marketing tool? Why or why not?
=+5. Describe the two factors that interact to create a person’s perception of an object. How is this important for marketers?
=+4. Identify and describe the four categories of roles that spouses can play in making purchase decisions.
=+3. Choose a group that you identify with or are a member of.Identify the norms of that group. What is your status in the group? What is your role?
=+2. Describe a subculture with which you are familiar.
=+1. Why is it important for marketers to understand cultural influences in the countries where they plan to market their goods and services?
=+2. Categorize each of the following as a high- or lowinvolvement product: shampoo, computer, popcorn, apartment, cell phone service.
2. What is bundle pricing?
1. What is cannibalization?
2. Which is the most flexible global pricing strategy?
1. What are the three traditional global pricing strategies?
2. What is a profit center?
1. Define transfer price.
2. Describe the benefits of an auction—to the buyer and the seller.
1. What is competitive bidding?
3. What is promotional pricing?
2. Describe the two types of psychological pricing other than prestige pricing.
1. Define pricing policy.
2. What are price limits?
1. Describe the price–quality connection.
2. What is EDLP?
1. What are the three major pricing strategies?
2. Identify the four alternatives for handling transportation costs in pricing policies.
1. What are the three major types of discounts?
2. Why is price stability difficult to achieve in online and global marketing?
1. What are five pricing objectives in global and online marketing?
1. Explain the goal of yield management.
1. What is modified breakeven analysis?
2. What are the disadvantages of breakeven analysis?
1. What are the advantages of breakeven analysis?
2. What adjustments to the basic breakeven calculation must be made to include target returns?
1. What is the formula for finding the breakeven point in units and in dollars?
2. What is incremental-cost pricing?
1. What is full-cost pricing?
2. What is the usual relationship between elasticity and revenue?
1. What are the determinants of elasticity?
1. List the three reasons it is difficult to put price theory into practice.
2. What is the usual relationship between elasticity and revenue?
1. What are the determinants of elasticity?
2. Identify the two types of costs that make up a product’s total cost.
1. What are the four types of market structures?
2. What are the two basic ways in which marketers determine prices?
1. What goals does pricing strategy help a not-for-profit organization achieve?
3. How do prestige objectives affect a seller’s pricing strategy?
2. What is value pricing?
1. What are target-return objectives?
3. What laws allow manufacturers to set minimum retail prices for their products?
2. What laws require sellers to maintain minimum prices for comparable merchandise?
1. What was the purpose of the Robinson-Patman Act?
3. Identify at least three types of trade-oriented sales promotions.
2. Identify at least four types of consumer-oriented sales promotions.
1. Define sales promotion.
2. What are the characteristics of companies that foster corporate cultures that encourage ethical behavior?
1. Why is it important for salespeople to maintain ethical behavior?
3. What are the three main questions a sales manager must address as part of a salesperson’s evaluation?
2. Define span of control.
1. What are the seven basic functions performed by a sales manager?
2. Why is follow-up important to the sales effort?
1. Identify the seven steps of the sales process.
2. What are the three steps of order processing?
1. What are the three major tasks performed by salespeople?
2. Distinguish between relationship selling and consultative selling.
1. Identify the three major personal selling approaches.
3. Distinguish between outbound and inbound telemarketing.
2. What is field selling?
1. What is over-the-counter selling?
2. What is the main focus of today’s salespeople?
1. What is personal selling?
3. Describe several research techniques used in posttesting.
2. Distinguish between media research and message research.
1. What is CPM, and how is it measured?
3. What are the advantages of cross-promotion?
2. What is publicity?
1. Distinguish between marketing public relations and nonmarketing public relations.
3. Define media scheduling, and identify the most important factors influencing the scheduling decision.
2. What are some advantages radio offers to advertisers? What about newspapers?
1. What types of products are banned from advertising on television?
2. What are some advantages of using an agency?
1. What is the role of an advertising agency?
2. What are the main types of interactive ads?
1. What are some common emotional appeals used in advertising?
2. What are an advertisement’s three main goals?
1. What is an advertising campaign?
3. What is cooperative advertising?
2. What makes a successful celebrity testimonial?
1. What is comparative advertising?
3. What is reminder advertising?
2. At what stage in the product lifecycle are informative ads used? Why?
1. What are the goals of institutional advertising?
1. Identify the three areas in which promotion exerts influence.
4. What is indirect evaluation?
3. What is the direct sales results test?

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