Questions and Answers of Essentials Of Marketing Analytics

5. How does a business combine data and heuristics?
7. How does a business develop effective feedback loops?
4. How does a business foster sales and marketing collaboration?
3. Does the business cycle match the marketing analytics cycle?
2. What are the organizational metrics for resource allocation?
1. What is the function and process of marketing analytics?
5. What recommendations can you give retailers regarding coupon design from the regression output?
4. Run a regression of the logarithm of number of redemptions (1numredeem)on industry category dummies, free shipping, all-free, discount percentage, and coupons offered by competition weight by
3. How do you compare the returns from mobile coupons and local newspaper advertising or coupons?
2. What aspects of Cardagin determine retailer adoption and consumer adoption?
1. When is a mobile coupon considered successful for the retailer, the consumer, and the mobile-coupon-service provider?
6. Is customer lifetime value (CLV) a relevant concept for Motorcowboy? What information would Maddux need to calculate CLV? What can he do to increase CLV?
5. One full-color, quarter-page ad in POLICE magazine costs $1,805 and reaches nearly 50,000 subscribers. What percentage of readership must visit Motorcowboy.com to generate the same cost per
4. The equestrian campaign had an average cost per click (CPC) of $0.61. If the average price for a pair of cowboy boots is $550, with a 50% margin, what percentage of those clicking on an ad need to
3. Discuss the team’s initial plan and how the team adapted it as the campaign progressed. Why didn’t the original plan generate enough traffic?
2. Is AdWords a good marketing option for Motorcowboy? What other tactics could be used to generate new customers?
1. What elements of Motorcowboy’s business model set it apart from its competitors?What does this mean for the brand’s positioning?
6. How might the company capitalize on the EAS’s iconic brand status?
5. Which products and what kind of social media campaigns do you believe have the most potential for Ohio Art? What actions would you propose in response to the media reactions to the comments by
4. Evaluate the Amazon.com promotion for nanoblock. Will such promotions lead the way or get in the way of distributing through independent toy stores?
3. Use the test results to forecast sales for Betty Spaghetty, and prepare a production order for the factory in China.
2. How does the EAS experiment compare with the Betty Spaghetty experiment?In your opinion, which experiment is more suitable for evaluating whether an advertising campaign is effective?
1. Why did the company think it might be a good idea to advertise the EAS products?What does the experiment tell you? How would you decide whether the more reliable and more expensive split-cable
5. Should Retail Relay move forward with the Richmond expansion?
4. Would you recommend any adjustments to the company’s social media marketing campaign?
3. Is the Valpak promotion worth pursuing at a larger scale? What about doorhanger coupons?
2. Do you think this value is likely to increase or decrease as Retail Relay grows into a larger company?
1. What is the expected customer lifetime value of a newly acquired customer?Use an annual discount rate of 10%.
5. Should Netflix consider selling DVDs? Why? How would it affect CLV?
4. How should Netflix react to these technology changes and new entrants? Which company is a bigger threat to Netflix: Redbox, Amazon, iTunes, or VUDU?Why?
3. Are Netflix’s customer metrics a good indicator of its market valuation? Do CLV metrics move with more standardized valuation techniques?
2. How do you expect industry changes and technology advances to affect Netflix?Are these expectations validated by the trend in Netflix’s customer acquisition, customer retention, customer
1. Using the case data and the customer lifetime value formulation provided in Chapter 10 , “Customer Lifetime Value,” estimate the lifetime value of a Netflix customer for each quarter.a. Use
11. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following: Based on your analysis of the Vodka data, what recommendations do you have for
10. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:Why does the coefficient of price and advertising change in the above
9. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:To measure the sales growth of new brands compared with the existent ones,
8. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:To understand the influence of competition and brand power, run a regression by
7. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:To understand the influence of vodka quality, run a regression by adding the
6. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:Run a regression of the natural logarithm of change in sales on the natural
5. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:Which elements of his total marketing strategy is he relying on for success in
4. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:What advice would you give Cuvelier for SVEDKA’s rollout strategy?
3. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:What is the brand positioning statement that might guide integrated marketing
2. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:Are there brands you can point to that have used strategies similar to those
1. Use the vodka industry data set to evaluate the effect of price and advertising on sales by answering the following:What gave Cuvelier the idea that there was a market for $10.00 vodka?
5. What should the management of the Portland Trail Blazers do?
4. What about the size of ticket packages? What does the conjoint analysis suggest?
3. What about the promotional items? Are they worth giving away (free) to season ticket holders?
2. Are the conjoint results useful in making any pricing decisions? What useful information can be gleaned from the research?
1. Which attribute does the conjoint analysis indicate is most important in the overall purchase decision?
6. Provide a recommendation for the location of the next Sticks Kebab Shop based on the segmentation analysis and the demographic profiles of the locations in the following table. Location A Consumer
5. How many customer segments can you estimate from the survey data?a. What are the profiles of the customer segments?b. Which customer segments should Sticks target?
4. What survey questions would you use to identify the customer segments?
3. What does the survey data tell us about differences between customers and noncustomers?
21. How do you find restaurant coupons?
20. In the last month, how many times have you used coupons when you visited a restaurant?
19. In what activities or hobbies do you participate yourself?
18. If you have children living at home, in what activities do they participate?
17. What is your profession?
16. Please indicate your best answers to the following:a. I tend to plan things very carefully.b. I sometimes have trouble controlling my spending.c. I think it is important to purchase products that
15. In what ZIP Code is your work located?
14. In what ZIP Code is your home located?
13. How many children, by age, currently live in your household?
12. How would you best describe your household type?
11. What is your approximate average annual household income?
10. What is your age?
9. What is your gender?
8. Please indicate how you rate Sticks in comparison to similar restaurants that you visit regularly on the following:a. Convenient place to eatb. Variety of menu optionsc. Good value for moneyd.
7. Please indicate how important the following factors are when you visit a restaurant:a. Convenient place to eatb. Variety of menu optionsc. Good value for moneyd. Healthy menu optionse. Food taste
6. In the last month, how often have you visited Sticks for the following occasions?a. Weekday lunchb. Weekday dinnerc. Weekend lunchd. Weekend dinnere. Sticks event (catering at work, food
5. Have you eaten at Sticks in the past three months?a. Yesb. No
4. How did you first find out about Sticks?a. Friend or colleagueb. Media (print or online—FB, blog, review)c. Direct marketing (such as Valpak or Groupon)d. Driving or walking by storee. Catering
3. Have you ever visited Sticks Kebob Shop?a. Yesb. No
2. Please specify the top five restaurants you have visited in the last six months in order of visit frequency.
1. How many times in the last week did you do the following:a. Make and eat lunch at homeb. Bring your own lunch to workc. Buy lunch at workplace (such as a cafeteria)d. Buy lunch at a
4. Is it the right time for Hurbas to focus on cross-selling or should he focus on new customer acquisition?
3. How would Dunia affect customer lifetime value?
2. How does analytics affect customer relationship management at Dunia?
1. What are the differences in banking between the United States and the UAE?
5 There was a proliferation of regional trading arrangements in the 1990s.The European Union and the North American Free Trade Agreement in particular have commanded a great deal of world attention.
4 Explain how the advanced economies should cope with the shift in comparative advantage.
3 For a country with high labor costs, how can it improve its export competitiveness?
2 Why is it beneficial for the well-endowed, resource-rich USA to trade with other nations?
1 Name products or industries in which the USA has a comparative advantage as well as those in which it has a comparative disadvantage.
8 Does economic cooperation improve or impede trade?
7 Distinguish among (a) free trade area, (b) customs union, (c) common market, (d) economic and monetary union, and (e) political union.
6 Discuss the validity and limitations of trade theories.
5 Explain the Leontief Paradox.
4 What is the theory of factor endowment?
3 Should there be trade if (a) a country has an absolute advantage for all products over its trading partner, and (b) if the domestic exchange ratio of one country is identical to that of another
2 Explain (a) the principle of absolute advantage and (b) the principle of relative advantage.
1 Is trade a zero-sum game or a positive-sum game?
5 Should the USA advance NAFTA to the next stage to become, say, a common market? Or instead of vertical advancement, should the USA push for horizontal advancement by creating the FTAA?
4 Why is it that organized labor in the USA opposes NAFTA and further expansion when it never objected to the US–Canada Free Trade Agreement which preceded NAFTA?
3 Assess the likelihood that the EU will be able to establish a political union.
2 Discuss the benefits and difficulties involved as the EU absorbs several new members.
1 Discuss the obstacles and opportunities presented by the EU market. How should Japanese and American firms adjust their marketing strategies to meet the challenges?
5 According to Dan Okimoto, a professor of political science at Stanford University, “universities in the 21st century will have to be international universities serving a collective good, not
4 Do MNCs provide social and economic benefits? Should they be outlawed?
3 Some of the best-known business schools in the USA want to emphasize discipline-based courses and eliminate international courses, based on the rationale that marketing and management principles
2 Do you feel that marketing is relevant to and should be used locally as well as internationally by: (a) international agencies (e.g., the United Nations); (b) national, state, and/or city

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