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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

=+no government involvement. Be prepared to defend your answer. (You may be surprised at the extent of government involvement in our lives.)
=+2. Examine your activities during a typical day and determine which ones have
=+1. What is the ultimate goal of government relations?
=+seek so that you know what has happened in the past and other organizations that would support the change you seek.
=+5. Research previous and current media coverage on the issue or change you
=+4. Research or determine how governments can change legislation and regulations.
=+3. Determine if you are seeking a change in legislation or regulation, as you will want to be specific about the change you seek.
=+2. Research current government policy and the government’s attitude about change.
=+1. Determine which government has decision-making authority for the change you seek.
=+explain how they can be applied to a specific case.
=+• describe basic government relations strategies and
=+programs using the research, analysis, communication, and evaluation (RACE) formula;
=+• explain how to plan and execute government relations
=+• describe how governments in Canada can have a significant impact on organizations and individuals;
=+• explain differences in terminology used to describe government relations;
=+What generalizations you can make based on the size of an organization, the type of industry, and other factors?
=+4. Based on examples in this chapter and ones currently in the news, draw a conclusion about the way different types of organizations approach crisis management.
=+Provide your own evaluation of how the crisis was handled. Be prepared to defend your assessment.
=+3. Find an example where the news media and stakeholders disagree on how well a company or leader managed a crisis.
=+ Summarize your findings and contrast your example against a crisis that was successfully managed.
=+Analyze the leader’s actions, explaining how he or she failed to manage the crisis.
=+Find an example of a recent crisis where a leader failed.
=+2. The chapter describes a couple of situations where leaders failed to take a proactive approach to crises.
=+Explain why you think this strategy worked in each example. Analyze the effect this strategy had on the organization’s image.
=+ Cite recent examples of such a strategy being implemented.
=+1. Which of Coombs’s four major strategies that an organization can adopt in a crisis do you think is most effective?
The idea of ‘residual market value’ is advanced by Srivastava et al. in this article. They suggest that residual value is the present value of a business that can be attributed to the time beyond
As cited by the authors, Hunt (1983) argues that marketing, as a multi-faceted discipline, lacks a single, integrating theory. Do you think this article helps to build a single integrated marketing
A major intangible asset of the firm is the brand or brands the organization owns or controls. The focus in this article revolves almost entirely around cash flows.How can this management of cash
Using the financial measures and metrics proposed in the article would seem to require better training in accounting and finance among marketing managers.How would you include these concepts in a
Srivastava and his colleagues argue that increases in shareholder value are the critical ingredient in determining the impact and effect of marketing programmes. Further, they believe these should be
Why, in your opinion, did it take marketing managers nearly a century to move from a psychological measurement base, that is, changes in awareness, recognition, intent to purchase, and the like, to a
Why do you believe customer relationship management (CRM) has often failed in organizations? Identify some examples where it has been successful.
Grönroos suggests that most marketing in the organization is conducted by‘part-time marketers’, that is, employees who have other tasks and duties in the organization and are generally untrained
Develop a methodology by which you would attempt to move a traditional marketing organization, that is, one focused on the four Ps of marketing, to one that could focus on on-going customer
From the bibliography in the Grönroos article select two or three readings describing different marketing concepts or methodologies, i.e. the ‘interaction/network’ approach, ‘parameter
If the Four Ps of marketing are not truly a marketing theory but simply a list of marketing variables, how and in what way can a true theory of marketing be developed?
The basic concept of the ‘marketing mix’ is still favoured by a large number of marketing organizations. Why do you believe this concept is still so prevalent today in spite of the availability
Do you have suggestions for further research?
Given the results of this study, what do the ideal B-to-B and B-to-C banner ads look like?
What are the managerial implications suggested by the authors? Do you agree? Can you think of other implications?
According to the authors, why do interactivity and incentives lower CTRs? Do you agree? Why or why not?
Take a closer look at Figure 1D. Is the hypothesis that medium colour levels are the most effective fully supported? Is there a difference between B-to-B and B-to-C and, if so, is it in the expected
to describe the main results of the study.
Use Figure
The authors assume that interactivity and incentives will influence the viewers of banner ads via the central route of persuasion, while colour and emotions will primarily affect them via the
Did the authors measure the possible effect of the ‘optimal colour level’correctly? Why or why not?
The authors define interactivity and incentives as cognitive appeals. Is that correct? Why or why not?
The definition of ‘emotional banners’ includes all types of emotional appeal.(The authors define the ‘emotions’ variable as binary.) What could be the effect of this on the validity of the
The authors refer to business-to-business contexts as to high-involvement situations, and to business-to-consumer contexts as low-involvement situations.Is this correct? Why or why not?
In what way do the authors link their study to the Elaboration Likelihood Model?
What are the advantages and shortcomings of industrial versus academic research into the effectiveness of Web sites?
What are the unique contributions and insights of this study?
You find that one of your sales staff has significantly improved their sales and profitability levels. Further investigation, however, shows that this has been achieved by giving away other products
A recent marketing graduate without previous work experience is hoping for a career in marketing management but is disappointed to be offered a sales position. Discuss whether they should consider
A large client is demanding a considerable discount for the next order. Your data indicate that you will make a loss if you provide the stock at the price requested.Discuss the positives and
Your longest-serving sales representative is resisting moves towards an integrated electronic sales management system that will allow him to place orders from the customer premises, check stock
Your marketing department has recently developed a major consumer sales promotion. Outline the reasons for getting ‘buy-in’ from the sales force and discuss how the sales force may gather market
Assume that you have recently joined an organization in which marketing and sales continue to be operated as totally separate functions. Frustrations are high between the two operations, with
Piercy and Lane discuss the changing role of the sales force in isolation from the overall marketing function. Discuss how various types of sales forces, from the traditional through key account
You sponsor a high-profile sports person. There have recently been a number of allegations about misconduct in their private life. This has no impact on their performance in their sport. Discuss any
Your organization, a sportswear company with a primarily domestic market, but a growing export sector, has been approached to sponsor a multi-country tour by young (teenage) athletes. (a) Discuss the
You have been advised that, while you have high-profile sponsorship of a toprated team in an event that will achieve international media coverage, your main competitor has negotiated sponsorship of
Assume you have a global sports sponsorship programme in place which will provide international television coverage of your signage at all events, logos on competitors’ uniforms, etc. A marketing
Under what circumstances would termination of a sponsorship programme be appropriate? Discuss the positives and negatives of such action for the sponsoring organization.
Discuss how the potential of a sponsorship proposal for a rising young star (such as Mark Todd) could be evaluated and what performance indicators might be appropriate as part of the contract.
programme discussed by Verity could be ‘localized’ in individual countries within each of the following regions: Europe, North America and the Asia-Pacific rim.
Explain how global sponsorship activity such as the Shell Formula
Is MPR a contradiction in terms?
Does MPR have the legitimacy to be regarded as a separate marketing management discipline?
Justify the view taken by some PR academics that PR is not about marketing.
Should all businesses have an MPR programme? Discuss.
Is the debate raised by the authors in terms of boundaries still relevant today?Why or why not?
Using a brand of your choice, illustrate how MPR has helped the brand to succeed. (Information from PR Week, Campaign or Tom Harris may help in illustrating this area. See Tom Harris’s chapter in
Where should MPR fit – marketing or PR? Does it need to ‘fit’ in any specific discipline?
Rapp and Collins argue for the demise of functional specializations, e.g., advertising managers, sales promotion directors, public relations practitioners and the like, suggesting that a holistic
One of the major issues in direct marketing is the importance and value of the brand. Direct mail and direct response marketers traditionally have focused on immediate response and incremental sales.
Today’s direct marketing relies heavily on capturing, organizing, managing and analysing customer information. There are clearly major consumer issues and concerns about the data being held on them
Why has it been so difficult for traditional mass marketing organizations, such as consumer package goods manufacturers, to accept and transition to direct marketing approaches and methodologies?
What technological innovations enabled Land’s End and Dell to transition from their initial focus on direct mail marketing to direct response and to today’s direct marketing approaches?
Given the results of this study, in what respect would a marketing communications plan have to be different to appeal to store brand buyers versus promotion buyers?
What are the limitations of this study?
The independent variables in this study are measured across product categories and, consequently, the results are generalized across product categories. Is this reasonable? What could be the
Given the results, which competitive strategies should national brands adopt to promote their products?
Given the results, what should retailers do to promote their store brands?
How can the results be used to target sales promotion efforts to customer acquisition or to customer retention?
Are the results of this study consistent with the expectation that promotions mainly affect brand switching behaviour? Why or why not?
The authors conclude that planning and impulsiveness can go together. Why?According to you, is that correct?
Describe the ‘typical’ store brand buyer and the ‘typical’ out-of-store promotion buyer.
Is it correct to conclude that there is not much difference between in-store and out-of-store promotion buyers? Why or why not?
On the basis of the results, is it correct to conclude that demographic variables are less important than psychographic variables in explaining store brand and promotional buying behaviour? Why or
Describe the four clusters in terms of buying behaviour and psychographic characteristics.
Discuss the assumed effects of demographics on psychographic variables in this model.
Discuss the role of Need for Cognition (NFC) in the model.
Discuss the role of brand and store loyalty in the model.
Discuss the role of reference groups (peer expectations) in the model.
Explain the assumed link between the demographic and psychographic variables and the shopping behaviour variables.
Explain the assumed links between shopping motives and demographic and psychographic variables.
What are the unique contributions and insights of this study?
Given the results of this paper, what would an ‘ideal ad’ for a new market look like? And for an old market?

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