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business
global marketing

Questions and Answers of Global Marketing

LO2 Describe how the business-to-business buying process works.(pp. 134–139)
LO1 Discuss the unique characteristics of organizational buying behaviour. (pp. 130–134)
LO1 Identify the types of customers that make up business-tobusiness markets. (pp. 128–130)
4. Can a brand survive by simply associating with the lifestyle of a prospective target market? Do lifestyle appeals influence consumers to buy? Examine the issues surrounding lifestyle marketing,
3. How important will it be to market directly to subcultures in the future? Are Canadian marketing organizations adequately addressing this issue with their marketing strategies? Discuss, and
2. On the basis of your knowledge of the hierarchy of needs and the theory of motivation, what level of needs do the following brands appeal to? (Consider the slogan and anything you may know about
1. Compare and contrast your own behaviour when deciding whether or not to make the following purchases:a. A new business suit for an important job interviewb. An electronic communications device
11. What is the difference between culture and subculture? What are the implications of culture and subculture on marketing activity?(LO4)
10. What is double targeting? Provide an example of a brand or company that practises double targeting. (LO4)
9. What is a reference group? Give an example of one of your own reference groups, and explain how this reference group has influenced your purchases. (LO4)
8. Explain how an understanding of consumer attitudes is essential before developing a marketing strategy. Provide an example that takes into account the importance of understanding consumer
7. Explain the difference between selective exposure, selective perception, and selective retention. (LO3)
6. Briefly explain the four components of the self-concept theory, and illustrate how they have an influence on marketing strategy.Provide two new examples that demonstrate the application of this
5. Identify the five levels of the hierarchy of needs. Provide two examples that demonstrate the application of needs and motivation theory. (LO3)
4. Briefly explain cognitive dissonance. (LO2)
purchase? (LO2)
3. What is the difference between a routine purchase and a complex
2. Briefly explain the steps in the consumer purchase decision process. (LO2)
1. Why is it important for marketers to understand consumer buying behaviour? (LO1)
LO3 Describe the key social and cultural influences on consumer buying behaviour. (pp. 117–123)
LO2 Discuss the main psychological and personal influences on consumer buying behaviour. (pp. 109–117)
LO1 Describe the steps a consumer goes through when buying a product or service. (pp. 105–109)
LO1 Explain why it is important for marketing managers to understand consumer behaviour. (p. 105)
3. Many experts believe online research will replace the need for focus groups as well as methods for collecting quantitative information. Conduct some secondary research on this issue, and formulate
2. Many experts doubt the reliability and validity of online research surveys, but many marketing organizations see online research as a quick and convenient means of securing information from
1. “Decisions based on qualitative data are not risky.” Discuss this statement by examining the nature of information collected by qualitative research.
15. What are the key issues raised by consumers about how marketers collect and use information about them? (LO6)
What is data mining? Briefly explain.
13. What are the primary objectives of a customer relationship management program? (LO5)
12. What is the difference between data analysis and data interpretation? Briefly explain. (LO4)
11. What are the four primary methods for collecting quantitative data? Briefly explain each method. (LO4)
What is a focus group?
9. What is the difference between qualitative data and quantitative data? Briefly explain. (LO4)
8. What are the three basic methods for collecting primary research data? Briefly explain each step. (LO4)
7. What are the basic steps for developing a representative sample in a research study? Briefly explain each step. (LO4)
6. What are the basic steps for conducting a primary research study?Briefly explain each step. (LO4)
5. What is secondary data, and by what means does an organization collect it? (LO3)
4. What is exploratory research? Briefly explain. (LO2)
3. What are the key steps in the marketing research process? Briefly explain each step. (LO2)
2. What is a decision support system (DSS)? (LO1)
1. Briefly define the term marketing research, and describe its primary role in marketing. (LO1)
LO5 Identify key issues associated with the collection and use of information about consumers. (pp. 99–100)
LO4 Describe the role and impact of information collection on customer relationship marketing strategies. (pp. 97–99)
LO1 Explain the steps and methodologies used for collecting primary data. (pp. 87–97)
LO1 Describe secondary data sources available to marketing organizations. (pp. 85–87)
LO1 Outline the basic stages in the marketing research process. (pp.84–85)
LO1 Define marketing research, and identify the ways in which marketing research findings are used. (pp. 82–83)
4. The chapter discusses the importance of identifying primary and secondary target markets. Provide some additional examples of products and services that have expanded their sales and market shares
3. Marketing evaluation and control procedures tend to be quantitative in nature. Is this the best approach for measuring the effectiveness of marketing strategies? Can you suggest any alternatives?
2. Identify a product (a good or a service) or a retail organization that uses the following marketing strategies. Provide an explanation of each strategy as it applies to the brand and company.a.
1. Provide additional examples of the following corporate strategies:a. Strategic allianceb. Acquisitionc. Divestmentd. Vertical integratione. Horizontal integration
12. What is a contingency plan, and why is such a plan necessary?(LO6)
11. What is the difference between a marketing activity review and a financial review? (LO6)
10. At the product planning level, what is the difference between a penetration strategy, a market development strategy, and a new product development strategy? (LO5)
9. What are the key components of a marketing strategy? (LO4)
8. What is the relationship between a positioning strategy statement and the marketing strategies and executions of a brand or company? (LO4)
7. What is the difference between a situation analysis and a SWOT analysis? Briefly explain. (LO3)
6. What is marketing planning? Briefly explain. (LO3)
5. Briefly differentiate among the following corporate strategies:acquisition, strategic alliance, vertical integration, and divestment. (LO2)
4. What is the relationship between a corporate plan and a marketing plan? (LO2)
3. What are the roles of a mission statement and a vision statement in the corporate planning process? (LO2)
2. In planning, what are the basic differences among objectives, strategies, and tactics? (LO1)
1. What is strategic planning? Briefly explain. (LO1)
LO5 Explain the control and evaluation procedures used in marketing planning. (pp. 75–78)
LO1 Describe fundamental marketing strategies employed by organizations. (pp. 72–75)
LO4 Describe the content of a typical marketing plan. (pp. 65–72)
LO2 Outline the process of creating a marketing plan. (pp. 64–65)
LO1 Identify the nature of corporate planning and its impact on marketing planning. (pp. 60–64)
LO1 Identify the key elements of strategic business planning. (pp. 58–60)
3. With reference to the Think Marketing box Artificial Intelligence Presents New Marketing Opportunities, what social and technological trends have Bear Naked and The North Face capitalized on? Do
2. Conduct some Internet-based secondary research to compile recent statistics on ethnic population trends and urban living trends. Discuss how the impact of these trends will influence the direction
1. Provide some examples of companies that have a positive corporate image. What marketing activities have helped these companies achieve their image?
10. How are marketers using technology to build relationships and engage with their customers? Give specific examples. (LO6)
How are environmental factors influencing marketing strategy?(LO5)
What are the important social and demographic trends affecting marketing? What demographic trends will become more important in the future? (LO5)
In what way do the following economic variables influence an organization’s outlook and marketing activities: trends in Canadian imports and exports, interest rates, and the value of the Canadian
What are some important laws governing marketing in Canada?What regulatory bodies oversee these laws? (LO3)
What role does self-regulation play in the practice of marketing?(LO3)
How do the marketing strategies differ between a market leader and a market challenger? (LO2)
What is the difference between direct competition and indirect competition? Provide an example to demonstrate the difference between the two forms of competition. (LO2)
What are the basic components of the following markets:monopoly, oligopoly, monopolistic competition, pure competition? Identify an example of each. (LO2)
What are the external environmental factors that impact marketing? (LO1)
LO5 Identify and explain the effect technological trends and developments have on current and future marketing practices.
LO4 Discuss how social, environmental, and demographic forces shape marketing strategies now and in the future. (pp. 43–51)
LO1 Explain the impact of the economy and various market structures on marketing practices. (pp. 41–43)
LO1 Distinguish the role that regulations, laws, and self-regulation play in the practice of marketing in Canada. (pp. 38–41)
LO1 Describe the way various competitive forces influence marketing strategy development. (pp. 33–38)
LO1 Identify the external forces that influence marketing. (pp. 32–33)
4. Select a brand or company, and conduct some research to determine the nature and extent of the brand’s [company’s] social media marketing activities. Should the brand be doing more in this
3. What elements of the marketing mix are most important to each of the following companies or brands?a. Michelin Tiresb. Toronto Raptors (or any other professional sports team)c. Canadian Tire
2. Investigate further the topic of socially responsible marketing.Provide some examples of what Canadian companies are doing to fulfill the mandate called for when marketing in a socially
1. How do colleges and universities implement the marketing concept? Cite some examples of marketing activities at your college or university.
16. Briefly explain how ethical considerations influence the development of contemporary marketing programs. Cite some specific examples to demonstrate this practice. (LO8)
15. Identify key criteria commonly used to evaluate the success of a marketing plan. (LO7)
14. What is the fundamental difference between a loyalty program and a customer relationship management program? (LO6)
13. What is customer relationship management, and what role does it play in contemporary marketing? (LO6)
12. What are the key components of the marketing communications mix? (LO5)
11. What does product differentiation refer to? Provide two examples of brands in two different markets that are clearly differentiated from their competitors. (LO5)
10. Identify and briefly describe the four key elements of the marketing mix. (LO5)
9. What is a target market? (LO4)

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