Questions and Answers of Essentials Of Marketing Analytics

Explain different types of search engines.
What is the function of a search engine?
What are the two aspects of search engine analytics?
What is the difference between paid search and organic search?
What does the acronym “SEO” stand for?
What are the seven stages of the OSI model?
Explain the difference between Web clients and Web servers.
What are the main differences between Web 1.0, 2.0, and 3.0?
8. Evaluate Angelina’s possible strategies for the Flint store’s plant market. What should Angelina do? Why? Suggest possible promotion plans for your preferred strategy.
7. Evaluate Aluminum Basics’ present foreign markets strategies.Should it develop a global strategy? What strategy or strategies should Mark Parcells (the new VP of marketing) develop?Explain.
6. Evaluate PCT’s situation and Ben Colavito’s present strategy.What should he do now?
5. Contrast Metal Works, Inc.’s current strategy and the proposed strategy. What should Victor Carrington say to George Daggett to persuade him to change his mind? Or should he just plan to sell
4. Evaluate Deluxe Foods, Ltd.’s present strategy. What should Jessica Walters do now? Explain.
3. Evaluate ENS’ present strategy. What should Carol Crane do?Explain.
2. Evaluate the present strategy for Guard and Alan’s and Wendy’s proposed strategies. How should the promotion money be allocated? Should investment-spending market tests be run first?Why?
1. Evaluate Huntoon & Balbiera’s situation. What strategy(ies)should the partners select? Why?
32. Contrast Kurczak’s strategy and thoughts about her salespeople with their apparent view of her strategy and especially their role in it. What should she do now? Explain.
31. Evaluate Myra Martinez’s strategy planning so far. What should she do now? What price should she set for the shoe rack? Explain.
30. Evaluate PlastiForm’s current strategies. Given Will Houston’s sales objective, what should PlastiForm Mfg. do? Explain.
29. Evaluate Rainbow’s past and current strategy planning. What should Hans Fleming tell Mr. Christian? What should Rainbow do now?
28. Evaluate Plastic Master’s situation and Steve Burton’s strategy.What should Nora Hall do? Why?
27. Evaluate Steve Russell’s strategy(ies). What should he do about Ron Pittman and his sales force? Explain.
26. Contrast Chrysler’s previous approach to designing and producing cars to its program management approach, especially as it might affect suppliers’ promotion efforts. Given that many other
25. Evaluate Jamie McCullough’s overall strategy(ies) and the mountain bike proposal. What should he do now?
24. What is Gray’s strategy? What should she do? If she were to move forward, what strategy would you recommend? Does her financial goal seem realistic? Why?
23. Evaluate State Bank’s situation and Phil’s proposal. What should the bank do to increase its market share?
22. Evaluate Manish Krishna’s current marketing strategy for Enviro Pure Water. How do you think he’s doing so far, and what should he do next? Why?Manish (Manny) Krishna established his company,
21. Evaluate Timothy Morgan’s current strategy and how the present offer fits in. What should he do now? Why?Timothy Morgan, owner of Morgan Company, feels his business is threatened by a tough new
20. Evaluate Melita Sanchez’s current strategy and how the proposed solvent line fits in with what she is doing now. What should she do? Why?Melita Sanchez, owner of Modern Horizons, Inc., is
19. Evaluate what Mixed Media Technologies is doing and what happened with the special promotion. What should Josh Sullivan do to increase sales and profits?Josh Sullivan, manager of Mixed Media
18. Evaluate Paper Supplies’ current strategy. What should Diane Chin do about Office Center’s offer? Explain.Diane Chin, marketing manager for Paper Supplies Corporation, must decide whether she
17. Explain what has happened so far. What should Jeannie Trenton do? Why?Jeannie Trenton, a new product manager for ChemTech, must decide what to do with a new engine cooling system product that is
16. Evaluate Sue Koenig’s present strategy. Evaluate the alternative strategies she is considering. Is her primary problem her emphasis on running shoes, her emphasis on trying to hang on to her
15. Evaluate O’Keefe’s Ice Arena’s situation. What should Manuel Gray do? Why?Manuel Gray, the manager of O’Keefe’s Ice Arena, is trying to decide what strategies to use to increase
14. Evaluate Eng Huang’s present strategy. What should he do?Explain.
13. Evaluate Sophia’s past and present marketing strategy. What should she do now? Should she seriously consider joining some franchise chain?Sophia Manderino, the owner and manager of Sophia’s
12. Identify the likely characteristics of the market segment being targeted by the company. Why are most target customers likely to be foreigners rather than New Zealanders? Suggest what
11. Evaluate Three Rivers’ situation. What should Three Rivers do?Three Rivers Steel Company is one of two major producers of wide-flange beams in the United States. The other producer is United
10. Evaluate how Republic Polymer got into the present situation.What should Gary Walden do? What should Walden’s managers do? Explain.
9. Evaluate Sharon Bidwell’s strategy planning for her new business.Why wasn’t she able to reach her objective of $60,000?What should Sharon do now? Explain.
8. Evaluate what is happening in the ice cream market, especially regarding the apparent leveling off of super premium ice cream sales and the possibilities for growth of the sorbet market. Is Jan
7. Evaluate Suzanne Drolet’s current strategy regarding senior citizens. Does this strategy improve this McDonald’s image? What should she do about the senior citizen market—that is, should she
6. Evaluate Healthy Foods’ present situation. What would you advise Don Warren to do to improve Healthy Foods’ profits?Explain why.It is 2002, and Don Warren, newly elected president of Healthy
5. What problems might arise with retailers if Dirt Devil continues to expand its product line beyond basic floor care?
4. What kinds of products might Dirt Devil introduce next?
3. Was the use of Fred Astaire in television commercials a good idea?
2. Explain how Dirt Devil integrated its marketing mix in the introduction of the Broom Vac.
1. Describe Dirt Devil’s pricing strategy for its recent product introductions.
2. Is styling really what sells cars or is it other factors?
1. Why didn’t VW managers more accurately forecast the sales potential for the New Beetle?
2. What changes would you suggest to improve the planning process in the Girl Scouts?
1. Compare strategic marketing planning by the Girl Scouts with planning by for-profit organizations. What are the similarities? What are the differences?
3. Do you think the first half of the twenty-first century will be a hospitable environment for winemakers in the U.S.?Why or why not?
2. How has Frog’s Leap grown over the years? What are the growth strategies that John Williams plans to follow in the future?
1. How would you describe the position strategy for Frog’s Leap? How do you think it differs from a large, corporate winery such as Sutter Home?
3. What kinds of new products should Celestial Seasonings develop? What criteria would you use to evaluate new product ideas for Celestial Seasonings? Why?
2. What environmental trends seem to be fueling sales growth for herbal supplements? What environmental trends pose threats to the sales and profits of herbal supplements?
1. What kinds of synergies do herbal supplements have with herbal teas?
4. What are some of the potential target markets for U.S.hardwood suppliers selling to the Canadian market?Which marketing mix variables are likely to be most important to the target markets you have
3. In what ways is the marketing strategy different for hardwood suppliers who focus on a specific target market than for firms that just sell roughsawn logs or green lumber in the commodity
2. What are some of the ways hardwood products can be adapted to meet value-added market needs?Logs cut from hardwood forests are an important raw material used by many domestic and foreign
1. Why is it important for firms that produce and supply hardwood to adopt the marketing concept?Logs cut from hardwood forests are an important raw material used by many domestic and foreign
5. Know some ways to use the Internet to help with career planning.
4. Know about the many marketing jobs you can choose from.
3. Understand the difference between “people-oriented” and “thing-oriented” jobs.
2. Know that marketing jobs can be rewarding, pay well, and offer opportunities for growth.
1. Know that there is a job or a career for you in marketing.
6. Compute net sales and percent of markdowns for the data given below: Markdowns Gross sales Returns Allowances $ 40,000 400,000 32,000 48,000
5. 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 Purchases
5. Know some ways to use the Internet to help with career planning.
4. Know about the many marketing jobs you can choose from.
3. Understand the difference between “people-oriented” and “thing-oriented” jobs.
2. Know that marketing jobs can be rewarding, pay well, and offer opportunities for growth.
1. Know that there is a job or a career for you in marketing.
6. Understand the important new terms(shown in red).
5. Understand how to calculate return on investment (ROI) and return on assets (ROA).
4. Understand how to calculate markups and markdowns.
3. Understand how operating ratios can help analyze a business.
2. Know how to compute the stockturn rate.
1. Understand the components of an operating statement (profit and loss statement).
6. Recognize the important new terms(shown in red).
5. Know the different kinds of competitive situations and understand why they are important to marketing managers.
4. Know why demand elasticity can be affected by availability of substitutes.
3. Know about elasticity of demand and supply.
2. Understand demand and supply curves and how they set the size of a market and its price level.
1. Understand the “law of diminishing demand.”
12. Discuss how one or more of the trends or changes shown in Exhibit 22-1 is affecting marketing strategy planning for a specific firm that serves the market where you live.
15. Review the Maytag case at the beginning of this chapter and the outline of a marketing plan in Exhibit 21-9. Indicate which sections of the plan would probably require the most change as the
11. Why should a complete marketing plan include details concerning the reasons for the marketing strategy decisions and not just the marketing activities central to the four Ps?
10. In your own words, explain how a project management technique such as PERT or CPM can help a marketing manager develop a better marketing plan.
8. Based on data in Exhibit 21-5, discuss the relative market potential of the city of Boulder, Colorado, and the city of Lakewood, Colorado, for (a) prepared cereals, (b) automobiles, and (c)
3. Explain how understanding the product classes can help a marketing manager develop a marketing strategy for a really new product that is unlike anything currently available.
1. Distinguish clearly between a marketing strategy, a marketing plan, and a marketing program.
9. Explain the meaning of the comparative performance and comparative cost data in Exhibits 19-4 and 19-5. Why does it appear that eliminating sales areas D and E would be profitable?
5. If you were asked to recommend a firm (with which you have dealt) as a benchmark for good customer service after the sale, what firm would you recommend?What does this firm do that other firms do
14. 18. Break-Even/Profit Analysis This problem lets you see the dynamics of breakeven analysis. The starting values (costs, revenues, etc.) for this problem are from the break-even analysis example
12. How does a prestige pricing policy fit into a marketing mix? Would exclusive distribution be necessary?
11. Cite a local example of odd-even pricing and evaluate whether it makes sense.
10. Cite a local example of psychological pricing and evaluate whether it makes sense.
9. Why would a manufacturer offer a rebate instead of lowering the suggested list price?10. How can a marketing manager change a firm’s F.O.B. terms to make an otherwise competitive marketing mix

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