Questions and Answers of Essentials Of Marketing Analytics

3. Understand the differences among the conventional and nonconventional retailers—including Internet merchants and others who accept the massmerchandising concept.
2. Know about the many kinds of retailers that work with producers and wholesalers as members of channel systems.
1. Understand how retailers plan their marketing strategies.
10. Understand the important new terms(shown in red).
9. Understand how to determine how much to spend on promotion efforts.
8. Understand how promotion blends typically vary over the adoption curve and product life cycle.
7. Know how typical promotion plans are blended to get an extra push from middlemen and help from customers in pulling products through the channel.
6. Understand how new customer-initiated interactive communication is different.
5. Understand how direct-response promotion is helping marketers develop more targeted promotion blends.
4. Know how the communication process affects promotion planning.
3. Understand the importance of promotion objectives.
2. Understand the integrated marketing communications concept and why most firms use a blend of different promotion methods.
1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning.
7. Understand the important new terms(shown in red).
6. Understand when and where to use the three types of sales presentations.
5. Understand how the right compensation plan can help motivate and control salespeople.
4. Know what the sales manager must do—including selecting, training, and organizing salespeople—to carry out the personal selling job.
3. Know how sales technology affects the way sales are performed.
2. Know the three basic sales tasks and what the various kinds of salespeople can be expected to do.
1. Understand the importance and nature of personal selling.
6. Understand the important new terms(shown in red).
5. Understand the role of observing, questioning, and using experimental methods in marketing research.
4. Know about getting secondary and primary data.
3. Know how to define and solve marketing problems.
2. Understand a scientific approach to marketing research.
1. Know about marketing information systems.
8. Understand the important new terms(shown in red).
7. Understand the role of warranties in strategy planning.
6. Understand the importance of packaging in strategy planning.
5. Understand what branding is and how to use it in strategy planning.
4. Understand how the product classes can help a marketing manager plan marketing strategies.
3. Know the differences among the various consumer and business product classes.
2. Know the key differences between goods and services.
1. Understand what“Product” really means.
6. Understand the important new terms(shown in red).
5. Understand the need for product or brand managers.
4. See why product liability must be considered in screening new products.
3. Understand the new-product development process.
2. Know what is involved in designing new products and what “new products”really are.
1. Understand how product life cycles affect strategy planning.
7. Understand the important new terms(shown in red).
6. Understand the differences between intensive, selective, and exclusive distribution.
5. Know how channel members in vertical marketing systems shift and share functions—to meet customer needs.
4. Understand how to develop cooperative relationships and avoid conflict in channel systems.
3. Understand how and why marketing specialists develop to make channel systems more effective.
2. Understand why some firms use direct channel systems while others rely on intermediaries and indirect systems.
1. Understand what product classes suggest about Place objectives.
8. Understand the important new terms(shown in red).
7. Know how buying by service firms, retailers, wholesalers, and governments is similar to_and different from_buying by manufacturers.
6. Know about the number and distribution of manufacturers and why they are an important customer group.
5. Know the basic e-commerce methods used in organizational buying.
4. Understand the different types of buyer–seller relationships and their benefits and limitations.
3. Understand the problem-solving behavior of organizational buyers.
2. See why multiple influence is common in business and organizational purchase decisions.
1. Know who the business and organizational customers are.
7. Understand the important new terms(shown in red).
6. Have some feel for how a consumer handles all the behavioral variables and incoming stimuli.
5. Know how consumers use problem-solving processes.
4. See why the purchase situation has an effect on consumer behavior.
3. Understand how social influences affect an individual’s and household’s buying behavior.
1. Understand the economic-buyer model of buyer behavior.
6. Understand the important new terms(shown in red).
5. Know why ethnic markets are important—and why increasingly they are the focus of multicultural marketing strategies.
4. Know how consumer spending is related to family life cycle and other demographic dimensions.
3. Know about the distribution of income in the United States.
2. Understand how population growth is shifting in different areas and for different age groups.
1. Know about population and income trends in global markets—and how they affect marketers.
8. Understand the important new terms(shown in red).
7. Understand how to screen and evaluate marketing strategy opportunities.
6. Know why you might be sent to prison if you ignore the political and legal environment.
5. Understand how the economic and technological environment can affect strategy planning.
4. Know how the different kinds of competitive situations affect strategy planning.
3. See how the resources of a firm affect the search for opportunities.
2. Understand why company objectives are important in guiding marketing strategy planning.
1. Know the variables that shape the environment of marketing strategy planning.
9. Understand the important new terms(shown in red).
8. Know what positioning is and why it is useful.
7. Know dimensions that may be useful for segmenting markets.
6. Know three approaches to market-oriented strategy planning.
5. Know what market segmentation is and how to segment product-markets into submarkets.
4. Know about defining generic markets and product-markets.
3. Understand why opportunities in international markets should be considered.
2. Know about the different kinds of marketing opportunities.
1. Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a specific target market and marketing mix.
8. Understand the important new terms(shown in red).
7. Know the difference between a marketing strategy, a marketing plan, and a marketing program.
6. Be familiar with the four Ps in a marketing mix.
5. Understand target marketing.
4. Know what marketing strategy planning is—and why it will be the focus of this book.
3. Understand what a marketing manager does.
2. Understand what customer value is and why it is important to customer satisfaction.
1. Know what the marketing concept is—and how it should affect strategy planning in a firm or nonprofit organization.
7. Understand the important new terms(shown in red).
6. Know the marketing functions and who performs them.
5. Know why marketing specialists—including middlemen and facilitators—develop.
4. Understand why marketing is crucial to economic development and our global economy.
3. Know why and how macro-marketing systems develop.
2. Understand the difference between micro-marketing and macro-marketing.
1. Know what marketing is and why you should learn about it.
6. Does the language of marketing analytics match the language of the business?

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