Questions and Answers of Essentials of marketing research

Why would companies prefer regulation of greenhouse gas emissions to the alternative?AppendixLO1
What is the best-practices four-step approach for a company’s environmental strategy?AppendixLO1
What are carbon offsets? What concerns do they raise?AppendixLO1
What is the Kyoto Protocol? How do cap-and-trade systems work? What is the Kyoto Protocol’s Clean Development Mechanism (CDM)?AppendixLO1
Why are executives increasingly concerned about global climate change? Why are high-tech companies playing a leadership role in environmental strategies?AppendixLO1
Why is mobile telephony increasingly being viewed as a solution to the digital divide? How do mobile phones solve problems that create poverty? What are the barriers to mobile telephony as a solution
What are the various solutions that can be used to bridge the digital divide?AppendixLO1
How does the digital divide manifest itself in the U.S.? Globally?AppendixLO1
What is the digital divide? Why is access to technology considered a problem?AppendixLO1
What are the criticisms of BOP strategies? Do you think they are valid? How can they be addressed?AppendixLO1
What are the three types of ventures that social entrepreneurs can form? What is the debate regarding nonprofit versus business ventures?AppendixLO1
What is social entrepreneurship? What are some of the characteristics of social entrepreneurs?AppendixLO1
What were some of the problems with BOP 1.0 strategies? How do BOP 1.0 strategies differ from BOP 2.0 strategies? What are the key elements of BOP 2.0 strategies?AppendixLO1
What are the two approaches presented that categorize BOP problems/opportunities?AppendixLO1
Why are BOP markets hard to serve?AppendixLO1
What is the continuum of approaches used to address BOP problems? How do market-based approaches differ from traditional approaches? What is their logic?AppendixLO1
Why are high-tech companies particularly well suited to solving BOP problems?AppendixLO1
Describe the tiers of the world economic pyramid.Are BOP markets found only in developing countries?AppendixLO1
Identify the various tips for best-practices CSR strategies.With respect to these best practices:a. What are the four domains that guide a company’s CSR initiatives to its business strategy?b. How
What is the impact of a company’s CSR initiatives on consumer response?AppendixLO1
What explanations exist for the lack of a direct relationship between a company’s social performance and its financial performance? Be sure to be thorough in your answer.AppendixLO1
What is the relationship between a company’s social performance and its financial performance? Why would companies with a strong CSR philosophy find this question superfluous?AppendixLO1
Why is it important that companies measure their social and environmental performance? How can they best do so?AppendixLO1
What are the challenges in assessing triple bottom line performance (also known as corporate social performance and environmental performance)?AppendixLO1
Why is a simple “Profit Revenue – Cost” model insufficient for evaluating a company’s triple bottom line performance? How do triple bottom line companies view “profit” compared to
Describe the three different approaches companies take to CSR. Be thorough.AppendixLO1
What is meant by “cradle-to-grave” or “cradle-tocradle”thinking?AppendixLO1
What is sustainability?AppendixLO1
What are the various ways a company can exhibit social responsibility with respect to the planet?AppendixLO1
What is corporate philanthropy? How do companies select the causes they give to?AppendixLO1
What are the various domains included in the “people”aspect of CSR?AppendixLO1
What outcomes do businesses seek with their CSR initiatives?AppendixLO1
Why is CSR controversial? For the major issues, what are the two sides of the debate? Show a sophisticated understanding. State your own position.AppendixLO1
What is the United Nations Global Compact? Look up the 10 principles online and explain how a hightech firm would use them in its business approach.AppendixLO1
What is corporate social responsibility (CSR)?AppendixLO1
What is the triple bottom line?AppendixLO1
What are the six key domains that pose opportunities and threats for companies? How do the trends in these domains relate to companies’ pursuit of the triple bottom line?AppendixLO1
Based on your reading of the Technology Expert’s View from the Trenches feature, answer the following questions:a. The Foveon X3 received a lot of free publicity during its launch. What were the
Evaluate all the contributions that Eric Kim made to Samsung.AppendixLO1
Why did Samsung consolidate its advertising agencies from 55 to 1 worldwide?AppendixLO1
After this exercise reread the opening vignette of this chapter. Are the associations summarized from your group above consistent with the brand messages that Samsung is trying to convey as discussed
In a small group, brainstorm all of the associations you have with the brand name Samsung. Organize these into positive and negative associations.AppendixLO1
When is pre-announcing most likely to be effective(from the company’s perspective)? When is it most likely to cause problems?AppendixLO1
What factors affect the timing (early or late) of preannouncements?AppendixLO1
What is vaporware? What are the ethics involved?(Be sure to consider the perspectives of the various constituencies, including customers, competitors, and the firm.)AppendixLO1
What are pre-announcements? What are the pros and cons?AppendixLO1
What methods are available to small businesses to build brands, which often face resource constraints?AppendixLO1
What are the advantages and disadvantages of ingredient advertising? Be sure to consider the viewpoints of both the supplier and the OEM.AppendixLO1
What are cooperative (co-op) advertising dollars? Explain their function in ingredient branding.AppendixLO1
Under what conditions might ingredient advertising be most useful or most likely?AppendixLO1
What is the logic behind ingredient advertising(also known as co-branding and derived demand advertising)?AppendixLO1
Why is it important to manage all points of contact, including internal points of contact?AppendixLO1
Explain the role of corporate social responsibility in branding strategies.AppendixLO1
Explain best-practices branding for a brand hierarchy:company, technology, product.AppendixLO1
What are some disadvantages of using Web 2.0 technologies in branding? How can Web 2.0 be used effectively in a branding strategy?AppendixLO1
How does a firm develop a strong brand? Name and describe the strategies for branding.AppendixLO1
What is brand equity? When does a company create brand equity?AppendixLO1
What are the arguments for and evidence of the idea that strategic brand management is more important for hightech companies than for other types of companies?AppendixLO1
What are the advantages of a strong brand to firms?To customers? What are the risks?AppendixLO1
Explain the different meanings of the term brand. Why is a customer perspective on branding so important?AppendixLO1
Some examples of location-based mobile advertising have been discussed in this chapter. What specific companies, products, or services do you think you could give permission to, to send you these
Have you participated in helping spread a commercial message as part of a viral marketing campaign?What was the company, product, or service? What was your incentive in participating in this campaign
Which specific Web 2.0 sites do you use (social networking, blogging, video, etc.)? Are there any attempts by technology companies to post commercial messages on these websites? Research one such
Pick your favorite technology company. Go to its website and find the section where its press releases are published (usually in the investor or media or news sections of the site). These are
Based on your reading of the opening vignette in this chapter, answer the following questions:a. What were the objectives of Microsoft’s advertising campaign?b. Given the types of media and the
What tools are available to analyze website traffic?Why are Web analytics important?AppendixLO1
How does a company build site traffic? Under what conditions does it make sense for a website to follow a “get big fast” strategy?AppendixLO1
List and describe the elements of a well-designed website user interface.AppendixLO1
What must a company consider in order to create an effective website? Why is design alone not effective in marketing the company?AppendixLO1
How are traditional media dealing with the disruption caused by new media?AppendixLO1
What is mobile advertising? How does locationbased marketing fit into mobile advertising?AppendixLO1
What is Web 2.0? What are some technologies available to Web 2.0? How does Web 2.0 affect online advertising?AppendixLO1
Describe some of the problems and limitations of online advertising.AppendixLO1
What are the two pricing models used for online advertising?Which makes sense under which conditions?AppendixLO1
What is search engine optimization? How is it achieved?AppendixLO1
What is behavioral targeting? Why is it effective?AppendixLO1
Find examples of the various types of online ads. Examine their strengths and weaknesses.AppendixLO1
Explain permission-based marketing. What type of strategies should a company pursue once it has received a customer’s permission? Why?AppendixLO1
What are some of the critical issues concerning each of the tools in the advertising and promotion mix?AppendixLO1
What is integrated marketing communication? How does a company achieve it? What are some of the tools used to implement it?AppendixLO1
What is the logic behind using the advertising and promotion pyramid as a coordinating device?AppendixLO1
Based on the chapter’s Technology Expert’s View from the Trenches, answer the following questions:a. Identify the shifts in pricing trends for e-commerce software. Give an example of a company
Based on the opening vignette of this chapter, answer the following questions:a. Do you think Apple set the price appropriately for the iPhone at launch in June 2007? Why or why not?b. Was the $200
When should a firm use the following pricing strategies?• Outright sale of know-how versus licensing• Licenses versus subscription plans versus pay per use• Price promotions AppendixLO1
What is smart pricing?AppendixLO1
What is captive product pricing? Give an example.AppendixLO1
What is the technology paradox in pricing? What six strategies can a firm use to stay profitable, despite the downward pressures on price, or even free products?AppendixLO1
Name and describe the three categories of service customers.AppendixLO1
What are the various options for a company in pricing after-sales service?AppendixLO1
Why is it important for high-tech firms to identify the benefits a customer receives from product features?What type of benefits can the customer receive?AppendixLO1
What is customer-oriented pricing? What are the steps in customer-oriented pricing? What are the implications of understanding this approach to pricing?AppendixLO1
What is the total cost of ownership? What is its pricing implication?AppendixLO1
What is reference price? How does it affect pricing in high-tech markets?AppendixLO1
What are the relative costs and benefits of the purchase of a high-tech product from the customer’s perspective?AppendixLO1
What is cross-price elasticity of demand? How does it help a company understand competition?AppendixLO1
What is the experience curve? How does it affect pricing strategies?AppendixLO1
What are the 3 C’s of pricing strategy? Describe the importance of each.AppendixLO1
What are some of the factors that complicate hightech pricing decisions?AppendixLO1
Find an example of multi-channel marketing. Offer your insights about the degree of conflict, how the targets and tasks might be allocated, and whether the company is managing the channel
Find a current example of a gray market. Offer your ideas for the causes and solutions.AppendixLO1

Showing 200 - 300 of 1270