Questions and Answers of Investment Risk Management

What four categories of consumers can be associated with consumer promotions?
What is an overlay? A tie-in?
What benefits and problems are associated with price-off tactics?
What are the benefits of offering bonus packs?
What benefits and problems are associated with sampling?
What are the primary types of samples?
How is a refund different from a rebate?
What are the two usual factors that influence whether someone enters a competition?
What are the circumstances or requirements for a premium program to work?
What is an on- or in-package premium?
What is the purpose of an instant redemption coupon?
What is a premium? What types of premium programs can companies use?
What is meant by the term “freestanding insert”?
What are the sales promotion objectives for new products or services?
Define sales promotion. What are the two main categories of sales promotions?
Karen’s Formal Dress is a retailer specializing in formal and wedding wear. She has a database with more than 3,000 names of individuals who have purchased or rented formal wear. She would like to
Discuss the pros and cons of each of the closing methods in personal selling in relation to a couple who are hesitant to purchase a vacation to one of the Caribbean islands.Leisure time travel
Discuss the pros and cons of each of the methods of handling objections in personal selling in relation to a couple who are hesitant to purchase a vacation to one of the Caribbean islands.Leisure
What personal selling tactics are most important to travel agency employees as they work with customers and potential customers?Leisure time travel remains a common pursuit across a variety of
Discuss each of the direct response marketing techniques in relation to marketing travel agencies.Leisure time travel remains a common pursuit across a variety of markets. Numerous forces influence
How could data-driven marketing programs, including permission marketing, frequency programs, and customer relationship management systems, be useful to travel agencies?Leisure time travel remains a
How might database marketing, including the data warehouse, data coding and analysis, and data mining, help a travel agency create and enhance relationships with customers and potential
What methods for overcoming objections would best serve Salon Sensational when selling hair care products?The world of beauty enhancement often changes. Jennifer Swann, owner and manager of Salon
What types of personal selling tactics should stylists use?Which should not be used? Why?The world of beauty enhancement often changes. Jennifer Swann, owner and manager of Salon Sensational,
Which direct response marketing programs would be helpful to Jennifer? How would they be of value? Explain how Jennifer could use each to increase purchase frequencies and visits to her salons.The
Once the database is built, what database-driven marketing communications should Salon Sensational send out to individuals in its database?The world of beauty enhancement often changes. Jennifer
Suppose Jennifer wants to start a loyalty card program to build her database. Design a flyer that could be handed to customers of the salons encouraging them to join the loyalty program.What benefits
Identify the types of data Jennifer should collect from her customers and how she could obtain it.The world of beauty enhancement often changes. Jennifer Swann, owner and manager of Salon
Suppose you are the marketing manager for a chain of clothing stores opening in your country that is aimed at the youth market. Select five different database agencies you could purchase likely leads
Gulf News distributes some 75 million copies per year across the United Arab Emirates. Each day, 120,000 copies are distributed, mainly to households and offices.This makes the newspaper one of the
A shock decision in 2015 saw the European courts judge that U.S. corporations could no longer legally hold CRM data on European customers. Data aggregators such as Facebook, LinkedIn and Google,
According to the Economist Intelligence Unit, the Chinese retail market is expected to be worth $8 trillion by 2022, double the worth of the U.S. retail market.In 2015, Chinese consumers spent more
Describe each of the database marketing communications methods identified in the chapter. Go to the website of Sole Rebels (www.solerebels.com). Discuss each of the database-driven marketing
According to the Arabian Gazette, it is word-ofmouth marketing through referral networks that still remains the best approach to connect with customers across the Middle East region.34 Formal
Examine the forms of direct response marketing shown in the graph in Figure 11.10. Which ones have you responded to in the past? Which ones are most likely to influence your purchase decisions? Which
Suppose you have been hired as a marketing intern for Centric Federal Credit Union and asked to develop a direct response marketing campaign. For each direct response marketing method, describe how
A primary reason for developing a frequency program is to encourage customers to be loyal to a business or brand. For each of the following products, discuss the merits of a frequency program. What
Karen’s Formal Dress is a retailer specializing in formal and wedding wear. She has a database with more than 3,000 names of individuals who have purchased or rented formal wear. She would like to
Hickory Outdoor is a retail store that sells fishing, hunting, camping, and other outdoor equipment and supplies, including various items for a number of outdoor sports. The company has built a
The Chic Shaque sells contemporary fashions, bedding, bath, gifts, and home décor items in its 14 stores. Explain each of the data coding processes of lifetime value, customer clusters, and location
Assume you are the account executive at a database marketing agency. A local music retailer with four stores has asked you to develop a database for the company. What information should be in the
What types of closing methods are available to salespeople?
Identify the four types of sales presentations typically used by sales reps.
What steps are involved in the personal selling process?
Describe relationship marketing and the four types of referral marketing.
Explain the two ways infomercials are presented as parts of a direct response program.
Explain how response lists and compiled lists are used in direct mail programs.
What is direct response marketing?
What is meant by the term share of customer?
Describe a frequency program.
What are the keys to an effective permission marketing program?
Describe a permission marketing program. What are the key benefits of this approach?
What is trawling?
Explain how consumer profile information is used when sending communications to customers.
In location data tracking, what is meant by the term“hashed”?
How might a financial institution cluster their customers?
How do you calculate the cost of acquiring a new customer?
What is the purpose of customer preference profiles?
Why are customer email addresses so useful?
Give examples of data and analyses that can be found in a standard marketing data warehouse.
What is the primary benefit of database marketing?
Access Ugg’s website at www.uggaustralia.com. Evaluate the website in terms of its effectiveness, freshness, and the use of alternative marketing methods. What traditional marketing methods did you
Describe in your own words each of the forms of alternative marketing listed in Figure 10.1. Suppose your best friend has a band that has been playing at the local nightclubs for the last three
Red Bull’s marketing team believes that staying with alternative approaches best fits its image. As you think about all of the alternative marketing methods and alternative media, what suggestions
Are there ways to build brand communities around Red Bull? What role might Twitter, Digg, or Facebook play in supporting such communities?In today’s active world, people need help. At least, that
What role should traditional media play in Red Bull’s future, especially when compared to alternative media?
Visit Red Bull’s website (www.redbull.com) and identify the alternative media venues used by Red Bull’s marketing team.
What alternative marketing methods does Red Bull use?
Is there a potential overlap between the brand community for Tiger Balm and the cricket community? Describe the ways that Tiger Balm’s marketing department could build and enhance the relationship
Identify any opportunities for product placements for Tiger Balm products.Companies know that there are huge financial benefits in the business of effective pain relief. Analgesics, a category of
Describe a possible guerrilla marketing campaign for Tiger Balm.Companies know that there are huge financial benefits in the business of effective pain relief. Analgesics, a category of pain
Propose an integrated lifestyle marketing program for Tiger Balm products based on a tie-in with a chosen sporting activity. Include both traditional and nontraditional promotional tools.Companies
To support the UK launch of Sage Appliances, designed by the renowned chef Heston Blumenthal, the agency iD (www.idagency.com) recruited 40 in-store demonstrators. Their efforts succeeded in
Access the Word of Mouth Marketing Association website at womma.org. What features did you find on the site? What resources are available? What benefits does the site provide to a business? Is there
Access women.igda.org. What is your opinion of this website? How can it be beneficial to a marketing manager?How can it be beneficial to females who want to pursue video game design? Go to the parent
Grassroots Advertising (www.grassrootsadvertising.com/) positions itself as a one-stop shop for guerrilla marketing. They have been operating for around 30 years and have come up with new ways of
Every country or region will have a creative advertising agency that tries to break the mould.They are the marketing and advertising innovators pushing the boundaries all the time. Do they push the
Look at the graph in Figure 10.11. Rank each of the items in the graph from most effective to least effective for you personally as it relates to purchasing clothes. Justify your ranking.
Describe in your own words the various types of video game advertising listed in Figure 10.10. Suppose you have a marketing internship with Pizza Hut.Discuss the pros and cons of each method of video
Do you play video games? If so, approximately how many hours a month do you play games (including online games)? What advertising have you noticed in the games? How effective was the advertising?
Explain the difference between product placement and branded entertainment. Do you personally notice product placements in television shows or movies?Why or why not? Identify the factors that make
Find a movie or television show that you have already watched and enjoyed. Watch it again, but this time, make a list of all of the product placements in the file. Identify if each was a prominent
Describe the primary differences between guerrilla marketing and traditional marketing. Imagine being approached by the owner of a small clothing boutique.She has heard about guerrilla marketing and
Discuss the difference between buzz marketing and stealth marketing. If you were hired as a marketing manager for a local business, would you support a stealth marketing campaign? Why or why not?
Many consumer websites feature reviews with a number of stars. These are peer reviews by previous customers. Are you influenced by these types of reviews? Do you think they are genuine?
Describe in your own words each of the alternative marketing strategies listed in Figure 10.1. Suppose you are a marketing intern at the Five Star Fitness Center. Discuss the pros and cons of each
Think about a product category where you have a high knowledge of the various brands. Pick one of the major brands. Discuss the characteristics the brand would want for a brand advocate, ambassador,
Is the use of alternative media growing or declining in international markets? Explain why.
What should a company’s marketing team do to assist in the development and growth of brand communities?
What is a brand community?
How have new technologies changed some forms of point-of-purchase advertising?
What is point-of-purchase advertising? Why is it important?
What new in-store marketing tactics are being utilized?
What is in-store marketing? Why is it important?
Describe the forms of video game advertising, including advergames.
Identify the alternative media venues described in this chapter.
What are product placements and branded entertainment?What do they have in common?
How do consumer lifestyles create potential target groups?
What are the fundamental requirements of guerrilla marketing in order for it to work?
What is guerrilla marketing? How does it differ from traditional marketing?

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