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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

3. CES. The Consumer Electronics Show (CES) is one of the largest trade shows in the world. Visit the CES Web site (http://www.cesweb.org/) and answer the following questions:a. When and where is the
2. Compensation systems. Go to the Web sites shown here and review the material on compensation systems. Prepare a report outlining the major issues associated with designing a sales compensation
1. Sales careers. Visit the three Web sites listed here and review the material on careers in sales. Make a list of five interesting facts about sales careers. Did this exercise make you more or less
2. Should you discuss the situation with your friend? Should you discuss it with your supervisor? Explain your response.You have been hired by a discount sporting-goods retailer in an
1. Do you agree with your friend’s actions? Why or why not?You have been hired by a discount sporting-goods retailer in an over-the-counter sales position. You have completed a training course that
1. Since the implementation of the national Do Not Call Registry, some Americans have noticed an increase in door-to-door selling as well as e-mails containing sales messages. As a marketer, do you
5. With a classmate, design a specialty advertising item for one of the following companies or its products, or choose one of your own. Present your design sketches to the class.a. SeaWorld or Busch
4. On your own or with a classmate, go online and research a firm such as Kraft, General Mills, Ford, or Burger King to find out what kinds of consumer-oriented promotions the company is conducting
3. As sales representatives for a cooperative of organic farmers, you are about to make a sales presentation to a national supermarket chain. List the most important messages you wish to relate and
2. With a partner, choose one of the following sales situations.Then take turns coming up with creative ways to close the deal—one of you plays the customer and the other plays the salesperson.
10. What is trade promotion? What are its objectives?
9. What are the benefits of sampling? What are the drawbacks?
8. What is the role of sales promotion in the marketing effort?
7. What is expectancy theory? How do sales managers use it?
5. What is the role of a sales incentive?
2. Which of the four sales channels is each of the following salespeople most likely to use?a. salesperson in a Macy’s storeb. Coldwell Banker real estate agentc. route driver for Keebler snack
8 Describe the role of sales promotion in the promotional mix, and identify the different types of sales promotions.
7 Explain the role of ethical behavior in personal selling.
6 Identify the seven basic functions of a sales manager.
5 Outline the seven steps in the sales process.
4 Identify and briefly describe the three basic sales tasks.
3 Describe the major trends in personal selling.
2 Describe the four sales channels.
1 Describe the role of today’s salesperson.
2. What challenges do specialized magazines such as Mother Earth News face when trying to entice advertisers? Create a pitch to a potential green-product advertiser stating the benefits of
1. Given that most of a magazine’s revenue comes from ads, would you be willing to turn down a large consumer advertiser because your readers may disagree with their product or business practices?
2. Does a candidate’s use of a song you like (or dislike) affect your overall impression of the candidate? Why?As political advertising becomes increasingly big business, the branding that
1. How does the use of music in a political campaign play a role in establishing a candidate’s brand?As political advertising becomes increasingly big business, the branding that accompanies a
3. Not-for-profit advertising. Review the material in the chapter on creating an advertisement and then go to the Web site listed here. It outlines the basic steps involved in creating an
2. Super Bowl advertising. Visit the Web sites listed here. How many different organizations ran ads during the most recent Super Bowl? Which organizations have run the most ads in Super Bowls?
1. Future of newspaper advertising. Using a news source, such as Google news (http://news.google.com) or Yahoo!news (http://news.yahoo.com), research the current status of newspaper advertising. How
2. What steps might Imaginarium and Telefonica take to develop good public relations and generate positive publicity surrounding their product?In an eff ort to target the youngest of consumers, some
1. Do you believe that Imaginarium and Telefonica are acting in an ethical manner? Why or why not? Be sure to use concepts from this chapter to build your argument.In an eff ort to target the
6. Imagine that a writer says that children exposed to puffery in ads grow into teens who are healthily skeptical of advertising claims. Find several print ads aimed at children, and identify what
3. Select two different advertisers’ television or print ads for the same product category (cars or soft drinks, for instance) and decide what emotion each appeals to. Which ad is more effective
2. Choose one of the following products and outline a possible media schedule for advertising.a. toyb. line of bathing suitsc. line of candles
5. With a classmate, choose a product you have purchased in the past and come up with a plan for using a nontraditional advertising medium—such as balloons, T-shirts, water bottles, anything you
4. Access the Internet and surf around to some sites that interest you. How many banner ads or pop-ups do you see? Do you like to view these ads, or do you find them intrusive? Which are most
3. With a classmate, create your own plan for cross- promoting two products you think would be good candidates for cross-promotion.
2. According to Advertising Age, some of the top advertising campaigns of all time include Nike’s “Just do it” (1988), McDonald’s“You deserve a break today” (1971), and Burger King’s
1. Choose a print ad to cut out and place on a poster board. With a marker, identify all the elements of the ad. Then identify what you believe is the objective of the ad—to inform, persuade, or
10. What is puffery? Where does it cross the line from ethical to unethical?
7. What is the role of an advertising agency?
3. Describe each of the four major advertising strategies.
8 Explain how marketers assess promotional effectiveness.
7 Explain the roles of cross-promotion, public relations, publicity, and ethics in an organization’s promotional strategy.
6 Outline the organization of the advertising function and the role of an advertising agency.
5 List and compare the major advertising media.
4 Identify the major types of advertising appeals, and discuss their uses.
3 Describe the process of creating an advertisement.
2 List the major advertising strategies.
1 Identify the three major advertising objectives and the two basic categories of advertising.
2. What are the challenges of maintaining a consistent look and feel across different media? What are the editorial and design differences between a Web magazine and a print one?Integrated marketing
1. Come up with a single marketing and PR campaign to promote three or four of Ogden’s magazines. Visit www.ogdenpubs.com to learn more about each title.Integrated marketing communications is all
2. Do you think Google is investing enough in efforts to measure the effectiveness of online display ads? Are you ever influenced by these ads?Google’s acquisitions of ad-friendly YouTube and ad
1. How do you think Google’s expected dominance of the online display advertising market will affect marketers who already use the Internet for marketing communications? Will its push into this
3. Public relations. Visit the Web sites of at least three large, multinational corporations. Examples include Siemens, DuPont, and ExxonMobil. Review the material on the Web sites and prepare a
2. Product placements. Visit the Web site listed here. It tracks product placements in movies. Review the material on the Web site and then answer the following questions:a. Which movies have had the
1. Pulling versus pushing strategies. Review the material in the chapter on pulling and pushing strategies and go to the Web sites of Honda Motors and S.C. Johnson. Based on the Web sites, which firm
2. Do you consider the use of pop-up ads to be unethical? Why or why not?Pop-up ads, those unsolicited messages that sometimes pop onto your computer screen and block the site or information you’re
1. Do you think that because they are unsolicited, pop-up ads are also intrusive? Are they an invasion of privacy? Explain your reasoning.Pop-up ads, those unsolicited messages that sometimes pop
5. Describe a public service announcement you have seen recently.Do you believe the announcement will help the organization achieve its goals? Why or why not?
4. Take a careful look at a direct-mail catalog you have received recently. Who is the audience for the products? Did the firm target you correctly or not?
2. Identify a corporate sponsorship for a cause or program in your area, or find a local company that sponsors a local charity or other organization. What do you think the sponsor is gaining from its
1. Choose one of the following products and discuss what you think the objective(s) of promotion should be for the product:a. beefb. Kraft Macaroni & Cheesec. Ford Focusd. Verizon cell phone service
5. Evaluate two or three pieces of direct mail you received recently.Which items caught your attention and perhaps made you save the mailing? Which items did you toss in the trash without even
1. Not-for-profit organizations rely on IMC just as much as forprofit firms do. The Egyptian government, which owns the remains and artifacts of boy pharaoh King Tutankhamun, has sent the King Tut
10. What are two major ways of setting Internet advertising rates, and how do they work?
4. Differentiate between advertising and product placement.Which do you think is more effective, and why?5. What are the benefits and drawbacks of publicity?6. Why is sponsorship such an important
2. Describe the five stages of communication.
9 Discuss the value of marketing communications.
8 Explain how marketers budget for and measure the effectiveness of promotion.
7 Contrast pushing and pulling strategies.
6 Discuss the factors that influence the effectiveness of a promotional mix.
5 Describe the role of sponsorships and direct marketing in integrated marketing communications.
4 Identify the different elements of the promotional mix, and explain how marketers develop an optimal promotional mix.
3 Explain how the promotional mix relates to the objectives of promotion.
2 Describe the communication process and how it relates to the AIDA concept.
1 Explain how integrated marketing communications relates to the development of an optimal promotional mix.
4. Visit a local big-box store, ask for a meeting with a store manager, and write a report (3 to 5 pages) on the green initiatives they are involved in.John Miggins was 12 when Neil Armstrong took
3. Do you prefer to shop at big box stores, like Costco and Walmart, or local independent merchants? What are the pros and cons of each?John Miggins was 12 when Neil Armstrong took his first steps on
2. What kind of marketing channel is Standard Renewable Energy?John Miggins was 12 when Neil Armstrong took his first steps on the moon. It was on that day Miggins knew he wanted to be an
1. Compare the logistics and supply chain systems of Harvest Solar with that of Standard Renewable Energy.John Miggins was 12 when Neil Armstrong took his first steps on the moon. It was on that day
2. Flight 001 was started in the late 1990s because the founders couldn’t find all their travel needs in one place. Do you think they face any impending threat from so-called category killers as
1. What are the key components to Flight 001’s retailing strategy?There’s nothing like a lazy afternoon spent browsing Main Street or the mall, latte in hand, taking in the sights, sounds, and
2. Groupon’s business strategy harnesses what it calls “collective buying power.” What facets of the marketing environment have enabled a business like Groupon to emerge and become
1. Coupons are a tried-and-true promotion method, and the Internet includes other couponing sites. How does Groupon differentiate itself?Want a deep discount on a deep-dish pizza ... a day at a
3. Wholesaling industry. Visit the Web site of the Statistical Abstract of the U.S. (published by the Census Bureau). Click on“wholesale and retail trade.” Review the data and prepare a brief
2. Online retailing strategy. Go to the Web site of Kohl’s(http://www.kohls.com). Using the material in the chapter on retailing strategy, answer the following questions:a. How does the design and
1. Shopping center trends. Visit the Web site listed here. Click on “development” and then “trends.” Review the material and then prepare a brief report on some of the major trends in
2. Walmart is selective about what it sells—refusing, for instance, to carry music or computer games with mature ratings, magazines with content it considers too adult, or, in some of its stores,
1. Some economists fear what might happen to the U.S. economy if Walmart has a bad year (so far, it has had more than four decades of nonstop growth). Should retailers have that much influence on the
2. Several major retailers have begun to test the extreme markdown strategy that lies behind popular dollar stores such as Dollar General and Family Dollar Stores. Kroger, A&P, Walmart, and others
10. Torrid is a national chain of about 150 stores that feature clothing for plus-size women. Recommend an appropriate retailing strategy for this type of retailer.
6. With a classmate, visit two or three retail stores that compete with one another in your area and compare their customer service strategies. (You might wish to visit each store more than once to
1. Research and then classify each of the following retailers:a. Ace Hardwareb. Petite Sophisticatec. Best Buyd. Ethan Allen Galleriese. Gymboree
10. Define automatic merchandising, and explain its role in U.S.retailing today and in the future.
4. What is retail convergence?
8Describe how much the Internet has altered the wholesaling, retailing, and direct marketing environments.
7 Compare the basic types of direct marketing and nonstore retailing.

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