Questions and Answers of Essentials Of Marketing Analytics

10. Are the benefits and limitations of a canned presentation any different if it is supported with a slide show or videotape than if it is just a person talking?Why or why not?
15. Why do you think that many merchant middlemen handle competing products from different producers, while manufacturers’ agents usually handle only noncompeting products from different producers?
14. What is an agent middleman’s marketing mix?
13. Why would a manufacturer set up its own sales branches if established wholesalers were already available?
3. Discuss a few changes in the marketing environment that you think help to explain why telephone, mail-order, and Internet retailing have been growing so rapidly.
9. Review the list of factors that affect PD service level in Exhibit 12-2. Indicate which ones are most likely to be improved by EDI links between a supplier and its customers.
5. Give an example of why it is important for different firms in the chain of supply to coordinate logistics activities.
1. Review the case at the beginning of the chapter and explain why Amazon.com would use a wholesaler like Ingram.
24. Is it more difficult to support a warranty for a service than for a physical good? Explain your reasons.
19. Explain family brands. Should Toys “R” Us carry its own dealer brands to compete with some of the popular manufacturer brands it carries? Explain your reasons.
16. Is a well-known brand valuable only to the owner of the brand?
15. Is there any difference between a brand name and a trademark? If so, why is this difference important?
10. Explain why a new law office might want to lease furniture rather than buy it.
22. Texmac, Inc., has an idea for a new type of weaving machine that could replace the machines now used by many textile manufacturers. Texmac has done a telephone survey to estimate how many of the
5. Discuss some of the likely problems facing the marketing manager in a small firm that has just purchased a personal computer with a cable modem to search the Internet for information on
15. The government market is obviously an extremely large one, yet it is often slighted or even ignored by many firms. Red tape is certainly one reason, but there are others. Discuss the situation
15. Review the Go-Gurt case that introduces this chapter, and identify which of the key terms (that appear in red) from the text of the chapter that you think are illustrated in the case. Write down
14. On the basis of the data and analysis presented in Chapters 5 and 6, what kind of buying behavior would you expect to find for the following products:(a) a haircut, (b) a dishwasher detergent,
10. What social class would you associate with each of the following phrases or items? In each case, choose one class if you can. If you can’t choose one class but rather feel that several classes
6. Give an example of a recent purchase experience in which you were dissatisfied because a firm’s marketing mix did not meet your expectations. Indicate how the purchase fell short of your
5. Briefly describe your own beliefs about the potential value of wearing automobile seat belts, your attitude toward seat belts, and your intention about using a seat belt the next time you’re in
14. Name three categories of products marketed in the U.S. that are influenced by Hispanic culture.
13. Why are marketing managers paying more attention to ethnic dimensions of consumer markets in the U.S.?
12. Explain how the redistribution of income in the U.S. has affected marketing planning thus far—and its likely impact in the future.
8. Name three specific examples (specific products or brands—not just product categories) and explain how demand in the U.S. will differ by geographic location and urban–rural location.
5. Discuss the impact of the new teen cycle on marketing strategy planning in the U.S.
17. Explain General Electric’s strategic planning grid approach to evaluating opportunities.
15. Explain the components of product-market screening criteria that can be used to evaluate opportunities.
16. Explain how positioning analysis can help a marketing manager identify target market opportunities.
9. Explain what market segmentation is.
14. Distinguish between a strategy, a marketing plan, and a marketing program, illustrating for a local retailer.
13. Distinguish between strategy decisions and operational decisions, illustrating for a local retailer.
12. Evaluate the text’s statement, “A marketing strategy sets the details of implementation.”
11. Explain, in your own words, what each of the four Ps involves.
9. Why is the customer placed in the center of the four Ps in the text diagram of a marketing strategy (Exhibit 2-8)? Explain, using a specific example from your own experience.
18. Explain why a market-directed macro-marketing system encourages innovation. Give an example.
16. Explain, in your own words, why this text emphasizes micro-marketing.
15. Define the functions of marketing in your own words. Using an example, explain how they can be shifted and shared.
14. Online computer shopping at websites on the Internet makes it possible for individual consumers to get direct information from hundreds of companies they would not otherwise know about. Consumers
13. Refer to Exhibit 1-3, and give an example of a purchase you made recently that involved separation of information and separation in time between you and the producer. Briefly explain how these
10. Discuss the nature of marketing in a socialist economy.Would the functions that must be provided and the development of wholesaling and retailing systems be any different from those in a
8. Identify a website on the Internet that serves as a“central market” for some type(s) of good(s) or service(s). Give the address (www.___.___) of the website and briefly explain the logic of
3. If a producer creates a really revolutionary new product and consumers can learn about it and purchase it at a website on the Internet, is any additional marketing effort really necessary? Explain
10. Understand the important new terms(shown in red).
9. Know the advantages and limitations of different types of sales promotion.
8. Understand the importance and nature of sales promotion.
7. Understand how to advertise legally.
6. Understand what advertising agencies do and how they are paid.
5. Understand how to plan the “best” message—that is, the copy thrust.
4. Understand the main ways that advertising on the Internet differs from advertising in other media.
3. Understand how to choose the “best”medium.
2. Understand when the various kinds of advertising are needed.
1. Understand why a marketing manager sets specific objectives to guide the advertising effort.
7. Understand the important new terms(shown in red).
6. Understand the legality of price level and price flexibility policies.
5. Understand the value pricing concept and its role in obtaining a competitive advantage and offering target customers superior value.
4. Understand the many possible variations of a price structure, including discounts, allowances, and who pays transportation costs.
3. Know what a marketing manager should consider when setting the price level for a product in the early stages of the product life cycle.
2. Understand choices the marketing manager must make about price flexibility.
1. Understand how pricing objectives should guide strategy planning for pricing decisions.
8. Understand the important new terms(shown in red).
7. Know the many ways that price setters use demand estimates in their pricing.
6. Understand the various factors that influence customer price sensitivity.
5. Understand the advantages of marginal analysis and how to use it for price setting.
4. Know how to use break-even analysis to evaluate possible prices.
3. Understand the advantages and disadvantages of average-cost pricing.
2. Understand why turnover is so important in pricing.
1. Understand how most wholesalers and retailers set their prices—using markups.
9. Understand the important new terms(shown in red).
8. Understand what a marketing audit is and when and where it should be used.
7. Understand how planning and control can be combined to improve the marketing management process.
6. Understand the difference between the full-cost approach and the contributionmargin approach.
5. Understand the differences in sales analysis, performance analysis, and performance analysis using performance indexes.
4. Understand how sales analysis can aid marketing strategy planning.
3. Know how total quality management can improve implementation _including implementation of service quality.
2. Know why effective implementation is critical to customer satisfaction and profits.
1. Understand how information technology is speeding up feedback for better implementation and control.
8. Understand the important new terms(shown in red).
7. Know some of the human resource issues that a marketer should consider when planning a strategy and implementing a plan.
6. Know how marketing managers and accountants can work together to improve analysis of the costs and profitability of specific products and customers.
5. Understand the ways that the location and cost of production affect marketing strategy planning.
4. Understand how different aspects of production capacity and flexibility should be coordinated with marketing strategy planning.
3. Understand how a firm can implement and expand a marketing plan using internally generated cash flow.
2. Understand the ways that marketing strategy decisions may need to be adjusted in light of available financing.
1. Understand why turning a marketing plan into a profitable business requires money, information, people, and a way to get or produce goods and services.
8. Understand the important new terms(shown in red).
7. Understand the distribution center concept.
6. Know how inventory decisions and storing affect marketing strategy.
5. Know about the advantages and disadvantages of the various transporting methods.
4. See how firms can cooperate and share logistics activities to improve value to the customer at the end of the channel.
3. Understand the physical distribution concept and why it requires coordination of storing, transporting, and related activities.
2. Understand why the physical distribution customer service level is a key marketing strategy variable.
1. Understand why logistics (physical distribution)is such an important part of Place and marketing strategy planning.
10. Understand the important new terms(shown in red).
9. See why the Internet is impacting both retailing and wholesaling.
8. Understand why retailing and wholesaling have developed in different ways in different countries.
7. Know the various kinds of merchant wholesalers and agent middlemen and the strategies that they use.
6. Know what progressive wholesalers are doing to modernize their operations and marketing strategies.
5. See why size or belonging to a chain can be important to a retailer.
4. Understand scrambled merchandising and the “wheel of retailing.”

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