Essentials Of Marketing 1st Edition Paul Baines, Chris Fill, Kelly Page - Solutions

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Discuss the two main approaches used for customer relationship management (CRM).
Explain the ways in which service managers could seek to maintain service performance.
Explain the term ‘service encounter’.
Set out in your own words the essential characteristics of services and fi nd examples of each.
Using the product–service spectrum, explain how a service is different from a product.
What course of action should Costa Cruises take to ensure that it makes it right to the passengers and their families?
What role did the captain and his second in command play during the service recovery process?
How would you classify the type of service failure experienced by the passengers of Costa Concordia?
Visit the Opin Kerfi website. What characteristics in its marketing do you think help to position Opin Kerfi as a leading professional IT service provider?
What level of customer contact do you think customers have with Opin Kerfi ?
How would you classify the form of service encounter that customers would have with Opin Kerfi ?
Prepare an outline blueprint for an online service that you experienced recently
Write notes explaining your interpretation of how eBay Inc. attempted to tangibilize the customer experience.
List three main service differences between an online service experience and the offl ine experience described above.
Draw the product–service spectrum and place on it various product–service combinations.
Think about the role of a marketing consultant and make a list of the different types of knowledge that might constitute ‘connected thinking’.
Identify ways in which packaging might shape consumer experiences.
Suggest a name for a credit card that RAKBANK could use to enter the market. What might be the key product incentives necessary to attract and retain customers?
What are the differing types of retailer?
What are the advantages and disadvantages of the three differing channel structures?
Why are economics, coverage, and control important when making distribution channel decisions?
What are the differing benefi ts of using intermediaries?
Defi ne what we mean by ‘distribution channel management’.
Consider your own recent purchases of music.What retail channel did you use to purchase the music and why?
Why do you think iTunes has been such a success as an online music retailer?
Why do you think offl ine retail selling of music is declining?
How could the presence of a grey market in Kazakhstan be the cause of channel confl ict in the beauty industry?
What are the benefi ts/disadvantages of a grey market for the sale of health and beauty products?
What is the grey market in the context of the Kazakhstan beauty market?
How did ASOS change its delivery strategy to better meet customer needs?
What specifi c functions do these channel members serve for ASOS?
Who are the channel members in ASOS’s delivery strategy to the US?
What effect do you think the establishment of this centre could have on the perceptions and purchase of Chinese tea in Europe?
How does the approach of distributing Chinese tea through the marketing centre differ from how Chinese tea has been distributed in the past?
What were the reasons for the establishment of the marketing centre for Tieguanyin tea in Paris?
If you were to work for HMV, what would you do to manage its multi-channel entertainment hub to At HMV, retail is just one part of a multi-channel strategy foster continued positive customer experiences?
Explain the principles of integrated marketing communications
Draw the marketing communications planning framework. Refer to Figure 10.2 only if you get really stuck.
Write a list that categorizes the media. Find a media vehicle to represent each type of media.
Write a defi nition for advertising, public relations, and one other tool from the mix. Identify the key differences.
Make brief notes about the nature and role of the marketing communications mix, and explain how the role has changed.
How would you respond if you were asked to defi ne an integrated campaign?
Go to the article by Williams (2009b) in Campaign and write notes for and against the IMC concept:http://www.campaignlive.co.uk/news/912812/Close-Up-Does-UK-deliver-integration/?DCMP=ILC-SEARCH
Just because a client wants an integrated programme does not mean that all agencies can deliver it. Go to the article in Campaign and see how one agency has approached the issue of integration: http://www.campaignlive.co.uk/news/941045/Close-up-Inside-MBA/?DCMP=ILC-SEARCH
Think of two other countries and consider how their national foods might behave in the Crashtest.
Write notes identifying three conventional ways in which car manufacturers communicate car safety.
To what extent should communications about safety issues rest solely with information, rather than an emotional approach?
Search the web to fi nd other highly viewed viral videos and make notes on their similarities and differences.
How else could TNT Benelux have raised awareness of the launch of the TNT channel in Belgium?
Visit the YouTube site for ‘A dramatic surprise’.Why do you think the clip has clocked up so many views?
Identify the elements of the marketing communications mix used in this campaign.
To what extent are the different levels in this campaign used to provide structure or to progress the communication goals?
Why was radio used throughout the campaign?
Why is the circular interpretation of the attitude construct better than the linear form?
Using examples, discuss why word-of-mouth communication is important.
What constitutes the marketing communications mix?
Describe the main differences between opinion leaders and opinion formers.
Explain the key role of marketing communications and fi nd examples to illustrate the meaning of each element in the DRIP framework.
Read the section on ‘Attitudes’ that concludes this chapter and then consider whether the ‘Dirt is good’ campaign works on a learn, feel, or do level.
Choose a detergent brand and compare its advertising proposition with that of another.
Is the Strong or the Weak theory of advertising most applicable to this campaign?
Why was YouTube a central element in the campaign?
How does your mobile phone service provider use marketing communications?
What is the role of communications and which tasks do you think were being targeted in the T-Mobile campaign?
Why do you think reassurance is necessary to help people to buy a personal care brand?
If you were considering launching a brand into the personal care market and you did not have the resources necessary to support an advertising campaign, which marketing communications would you use?
Why should the use of celebrity endorsers rather than ordinary people be a more effective form of brand communication?
Choose a theme park in your region or country, visit its website, and comment on its marketing communications.
How might a visitor’s experience of the ride feed the communications activities?
Identify the planned and unplanned communications used to launch the ‘th13teen’ride.
millionth visitor would be arriving and two important questions emerged: how should we celebrate the occasion? And how should we use marketing communications to mark it?
We knew that our
What are the main two approaches to pricing for new products and services?
What are the main business-to-business pricing policies?
What pricing policies are most appropriate for which situations?
Explain the concept of ‘price elasticity of demand’, giving examples of products that are price elastic and products that are price inelastic.
Defi ne ‘price’, ‘cost’, ‘quality’, and ‘value’ in your own words.
What other offerings are typically compared on price comparison websites? Why do you think these offerings are selected?
What do you think are the key reasons why Direct Line and Aviva (for a time) refused to appear on price comparison websites?
Why do you think price comparison websites have been so successful in capturing customers’attention?
What are the risks and rewards of allowing clients to pay what they think a legal service is worth?
What are the marketing implications of moving from hourly billing to other approaches such as fi xed fees?
How do you think pricing practices affect the relationships that law fi rms have with their clients?
Under what competitive conditions do you think it is possible to offer a high-quality product at a lower price?
To what extent are price and quality linked in fashion retailing? Does a high price always mean high quality?
How do you think customers will perceive H & M’s pricing strategy overall? What research would you undertake to determine their true perceptions?
Try this example with your non-marketing friends or classmates and see which type, Pair A or Pair B, they prefer.
When was the last time you bought a discounted product? What did you buy and why?
Next time you go to a shopping centre, have a look in the windows at how many products use a price ending in ‘9’.
Why is branding important to consumers and to organizations?
Why should marketers know about the process of adoption?
What are the main stages associated with the new product development process?
Explain the product life cycle and identify the key characteristics that make up each of the stages.
Identify the three forms that make up a product.
What, in your opinion, is key to a successful brand extension?
Find two further extensions that worked and two that failed, and determine why these outcomes occurred.
What criteria would you advise managers to use when considering a proposed brand extension?
Consider the personality of a brand of your choice and suggest how you might change or improve it.
It is argued that customers buy brands with a personality that refl ects their own personalities.Name three brands that you purchase regularly.How do these refl ect your personality?
Which other brands might you suggest focus on an emotional approach? Are they successful, and why?

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Essentials Of Marketing 1st Edition Paul Baines, Chris Fill, Kelly Page - Solutions

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