Questions and Answers of Essentials Of Marketing 15th Edition

5. Compare and contrast the use of laboratory versus field experimentation and experimental versus nonexperimental designs in marketing research.
4. Describe and evaluate experimental designs and the differences among pre-experimental, true experimental, and statistical designs.
3. Define and differentiate the two types of validity: internal validity and external validity.
2. Discuss the conditions for causality, and whether a causal relationship can be demonstrated conclusively.
1. Explain the concept of causality as defined in marketing research, and distinguish between the ordinary meaning and the scientific meaning of causality.
8. Understand the ethical issues involved in conducting survey and observation research.
7. Explain how social media can be used to implement survey and observation methods.
6. Discuss the considerations involved in implementing surveys and observation methods in an international setting.
5. Describe the relative advantages and disadvantages of observational methods and compare them to survey methods.
4. Explain and classify the different observation methods used by marketing researchers and describe personal observation and mechanical observation.
3. Explain how survey response rates can be improved.
2. Compare the different methods, and evaluate which is best suited for a particular research project.
1. Discuss and classify survey methods available to marketing researchers, and describe the various telephone, personal, mail, and electronic interviewing methods.
8. Understand the ethical issues involved in conducting qualitative research.
7. Discuss the use of social media in obtaining and analyzing qualitative data.
6. Discuss the considerations involved in conducting qualitative research in an international setting.
5. Explain projective techniques in detail and discuss their advantages, disadvantages and applications.
4. Describe depth interview techniques in detail, citing their advantages, disadvantages, and applications.
3. Describe focus groups in detail, with emphasis on planning and conducting focus groups, and their advantages, disadvantages, and applications.
2. Understand the various forms of qualitative research, including direct procedures such as focus groups and depth interviews, and indirect methods such as projective techniques.
1. Explain the difference between qualitative and quantitative research in terms of the objectives, sampling, data collection and analysis, and outcomes.
10. Understand the ethical issues involved in the formulation of research design and the use of secondary and syndicated data.
9. Discuss how the analysis of social media content can facilitate the research design process and the collection of secondary and syndicated data.
8. Discuss research design formulation, and identify and evaluate the sources of secondary and syndicated data useful in international marketing research.
7. Explain the need to use multiple sources of secondary data and describe single-source data.
6. Discuss in detail the syndicated sources of secondary data, including household/consumer data obtained via surveys, mail panels, and electronic scanner services, as well as institutional data
5. Describe in detail the different sources of secondary data, including internal sources and external sources.
4. Evaluate secondary data using the criteria of specifications, error, currency, objectives, nature, and dependability.
3. Analyze the advantages and disadvantages of secondary data and their uses in the various steps of the marketing research process.
2. Define the nature and scope of secondary data and distinguish secondary data from primary data.
1. Define and classify various research designs, and explain the differences between exploratory and conclusive research.
9. Understand the ethical issues and conflicts that arise in defining the problem and developing the approach.
8. Describe how social media can be used to identify and define the marketing research problem and aid in developing an approach.
7. Acquire an appreciation of the complexity involved in defining the problem and developing an approach in international marketing research.
6. Discuss in detail the various components of the approach:analytical framework and models, research questions and hypotheses, and identification of the information needed.
5. Explain the structure of a well-defined marketing research problem, including the broad statement and the specific components.
4. Clarify the distinction between the management decision problem and the marketing research problem.
3. Discuss the environmental factors affecting the definition of the research problem: past information and forecasts, resources and constraints, objectives of the decision maker, buyer behavior,
2. Describe the tasks involved in problem definition, including discussion with decision maker(s), interview with industry experts, secondary data analysis, and qualitative research.
1. Understand the importance of and process used for defining the marketing research problem.
10. Gain an understanding of the ethical aspects of marketing research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research project.
9. Describe the use of social media as a domain to conduct marketing research.
8. Acquire an appreciation of the international dimension and the complexity involved in international marketing research.
7. Explain the role of marketing research in decision support systems.
6. Describe careers available in marketing research and the background and skills needed to succeed in them.
5. Discuss the marketing research industry and the types of research suppliers, including internal, external, full-service, and limited-service suppliers.
4. Explain how the decision to conduct marketing research is made.
3. Understand the nature and scope of marketing research and its role in designing and implementing successful marketing programs.
2. Describe a framework for conducting marketing research as well as the six steps of the marketing research process.
1. Define marketing research and distinguish between problemidentification and problem-solving research.
Review the Amazon case study that opens this chapter. Create a table like the one below—and fill in the empty cells. If necessary look back at Chapter 2 to remind yourself of the definition of
From this case, identify examples of different key terms and concepts covered in the chapter. For example, on- the-spot demos of the iPod are conducted by an opinion leader.
Applying concepts from the chapter, what else could Apple do to enhance the launch and subsequent sales of the Apple Watch? Offer some specific strategy suggestions and justify each by referring to
From this case, identify examples of different key terms and concepts covered in the chapter. For example, when MetoKote built a paint plant right next door to John Deere’s manufacturing plant,
Applying concepts from the chapter, what else could be done to build a more effective buyer–supplier relationship with MetoKote? How should John Deere manage a relationship with a supplier of
From this case, identify examples of different key terms and concepts covered in the chapter. For example, the AVA 500 robot appears to be a discontinuous innovation.
Assume that iRobot is trying to develop a home health care robot. This robot would help the elderly around the house with basic tasks such as reminders to take medicines and basic cleaning. Describe
Review the PC industry case study that opens the chapter. From this case, identify examples of different key terms and concepts covered in the chapter. For example, channel conflict is shown when HP
Applying Place concepts from the chapter, what should Lenovo do to gain a stronger position in the smartphone market?
From this case, identify examples of different key terms and concepts covered in the chapter. For example, a distribution center is discussed in the second paragraph.
Assume that Coca-Cola is adding packaged fresh fruit snacks (they have a two-week shelf life) to its product line. Would the current physical distribution system for its drinks work for snacks? Why
From this case, identify examples of different key terms and concepts covered in the chapter. For example, Macy’s is an example of a department store.
Go to the Macys.com website and consider the discussion in this chapter of online retailing and omnichannel. What else could Macy’s do to improve its online and offline shopping experience for
From this case, identify examples of different key terms and concepts covered in the chapter. For example, advertising is represented by the Gecko ads.
Then go to GEICO’s Facebook page and Twitter feed. Suggest three different posts for each site—one each aiming to inform, persuade, and remind.
From this case, identify examples of different key terms and concepts covered in the chapter. For example, it mentions that salespeople specialize by customer segments— part of getting the right
The case does not mention how the sales force is compensated— salary, commission, or some combination. Assume they are compensated by straight (100 percent) salary and the company changes to a
From this case, identify examples of different key terms and concepts covered in the chapter. For example, it is mentioned that the “Jared” ads increased consumer awareness.
Consider the digital and mobile advertising section of the chapter. Develop a plan with three specific ideas about how Subway could develop digital and mobile programs consistent with its target
From this case, identify examples of different key terms and concepts covered in the chapter. For example, the case mentions customers “liking” a HubSpot Facebook post—this is an example of
Review the HubSpot case study that opens the chapter. Suggest how the company might utilize some other form of earned, owned, or social media in its promotion blend.
Find a Facebook page for a brand or company. Evaluate that page. What do you think are the promotion objectives? Does the Facebook page foster engagement (are many followers posting messages directed
From this case, identify examples of different key terms and concepts covered in the chapter. For example, early on the company had a sales-oriented pricing objective thanks to financial backers
Considering what you have learned in the class thus far (other elements of the marketing mix), and, more specifically, pricing lessons in this chapter, offer strategy suggestions for: 1) Prices
Review the Samsung case study that opens the chapter. From this case, identify examples of different key terms and concepts covered in the chapter. For example, “selling $2,000 and making $10”
Explain how Samsung could make changes to its marketing strategy to address: a) Price sensitivity, b) Value in use pricing, and c) Reference prices. How does it use product-line
Go to the Facebook page for Olive Garden (Italian restaurant chain)—choose the main company page, not an individual location. Scan through the page and open different tabs. Critique the pages. What
Name two companies that you think would have success building a Pinterest page. Why do you think they should choose to build a page? What type of content should each company place on its pinboards?
For each of the following products, indicate how search, pass-along, and experience would (or would not) operate for customers seeking information: (a) A brand of shampoo, (b) A pair of
Compare and contrast missionary salespeople and technical specialists.
Compute net sales and percent of markdowns for the following data: Markdowns... $ 40,000 Gross sales .. 400,000 Returns... 32,000 Allowances .. 48,000
Construct an operating statement from the following data: Returns and allowances... $ 150,000 Expenses... 20% Closing inventory at cost ... 600,000 Markdowns..... 2% Inward transportation 30,000
Compute the net profit for a company with the following data: Beginning inventory (cost). $ 150,000 Purchases at billed cost.... 330,000 Sales returns and allowances.. 250,000 Rent ... 60,000
Distinguish between the following pairs of items that appear on operating statements: (a) Gross sales and net sales(b) Purchases at billed cost and purchases at net cost.
Discuss how one or more of the trends or changes shown in Exhibit 19–5 are affecting marketing strategy planning for a specific firm that serves the market where you live.Data from Exhibit 19-5
(a) What percentage markups on cost are equivalent to the following percentage markups on Selling price: 20, 371/2, 50, and 662/3? (b) What percentage markups on selling price are equivalent to
Explain how the general manager of a department store might use the markdown ratios computed for her various departments. Is this a fair measure? Of what?
Explain the difference between a forecast of market potential and a sales forecast.
Search online and find examples of: (a) Case study, (b) Infographic, (c) Blog, and (d) Branded community. Describe the promotion objective you believe each is trying to
Briefly discuss some of the pros and cons of earned and owned media for a producer of golf clubs and for a dance studio.
Which of the following products are good candidates for user-generated content: (a) Men’s underwear, (b) Women’s fashion jeans, (c) Brand of salsa, (d) Lumber used in home
What are some advantages and disadvantages to using the Internet for shopping?
Explain the role of product or brand managers. When would it make sense for one of a company’s current brand managers to be in charge of the new-product development process? Explain your thinking.
Explain the importance of an organized new-product development process and illustrate how it might be used for (a) A new hair care product, (b) A new children’s toy, and (c) A new
Define, in your own words, what a Product is.
Discuss the concept that some information may be too expensive to obtain in relation to its value. Illustrate.
Drawing on data in Exhibit 3–5, do you think that Romania would be an attractive market for a firm that produces home appliances? What about Finland? Discuss your reasons.Data from Exhibit 3-5
For each of the major laws discussed in the text, indicate whether in the long run the law will promote or restrict competition (Exhibit 3–4). As a consumer without any financial interest in
Consider two vastly different companies—one sells oral health care products (toothbrushes, toothpaste, mouthwash), the other is a fast food restaurant. For each of these companies, describe
The case that opens this chapter features Nike. Review this case and pull out as many examples as you can of different key terms and concepts. For example, Nike demonstrated social responsibility

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