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business
marketing management

Questions and Answers of Marketing Management

=+and the product should be emphasized to Jon-Michael in order to maximize value?
=+about shopping and the product should be emphasized if one were marketing to Latonia? What attributes about shopping
=+2. To maximize value in the shopping experience, what attributes
=+impact for Latonia and a negative impact for Jon-Michael?
=+1. How can the use of a celebrity endorsement have a positive
=+Understand the concept of selfcongruency and how it applies to consumer behavior issues.
=+Comprehend the role of the self-concept in consumer behavior.
=+are important to the study of consumer behavior.
=+Understand why lifestyles and psychographics
=+ Discuss major traits that have been examined in consumer research.
=+Defi ne personality and know how various approaches to studying personality can be applied to consumer behavior.
=+What is different about this demographic group(teenagers) compared to other sectors of our society targeted by marketers?
=+3. Teens certainly appear to be a difficult demographic group to reach.
=+if you’re a marketer, how do you find cool?
=+2. Teens respond to something cool, but cool keeps changing. So,
=+1. How do teens create value through coolness of a product?
=+Defi ne the concept of schema-based affect.
=+express emotions in the same way.
=+Appreciate the fact that not all consumers
=+Apply different approaches to measuring consumer emotions.
=+how they help shape value.
=+Describe consumer emotions and demonstrate
=+ Classify basic consumer motivations.
=+Understand what initiates human behavior.
=+such a move address any ethical concerns that may exist once production is moved to China? Explain why.
=+3. Antonio suggests simply removing the stitching that says“Made in Italy” as a way of not misleading consumers. Would
=+How could knowledge that the bag is produced in China potentially harm or enhance the brand?
=+2. Play the role of the VP-Marketing. What would your reaction be?
=+1. How important is the country of origin to consumers’comprehension of designer products like those sold by Antonio’s company?
=+understand how consumers react to new products.
=+Apply the concept of a cognitive schema, including exemplars and prototypes, to
=+Use the concept of associative networks to map relevant consumer knowledge.
=+Understand how consumers make associations with meaning as a key way to learn.
=+ Use the multiple store theory of memory to explain how knowledge, meaning, and value are inseparable.
=+Understand the concept of comprehension and the factors that infl uence what gets comprehended.
=+even for consumers looking for an alternative to walking or driving when traveling short distances? Explain why.
=+3. Would Golf Buggy have more success targeting a vehicle like this at non-golfers for use in large workplaces and perhaps
=+perception process to explain your opinion.
=+2. How is a single-seat, three-wheel golf cart likely to be initially received in the marketplace? Use the steps in the consumer
=+serious consideration to this agency based on its approach to consumer learning? Explain your choice.
=+that are consistent with an intentional method of learning.However, one agency is suggesting a behavioral or unintentional learning campaign. Should Golf Buggy give
=+1. Several advertising agencies are competing for the Golf Buggy account. Most are recommending communications
=+Know the difference between intentional and unintentional learning.
=+Know the ways in which a consumer’s attention can be enhanced.
=+Be able to apply the concept of the JND.Apply the concepts of implicit and explicit memory.
=+ Know the phases in the consumer perception process.
=+Understand the elements of consumer perception.
=+changing their ExtraCare policy to require an address and phone number?
=+4. What ethical issues would CVS need to consider before
=+personal information from customers for participating in the ExtraCare program?
=+3. What are the advantages and disadvantages of not requiring
=+value card program. How might CVS respond? What recommendations would you give CVS to improve the ExtraCare program?
=+2. Suppose a major competitor launches its own customer
=+Provide examples of both utilitarian and hedonic value.
=+What other benefits does CVS provide to ExtraCare customers?
=+1. Visit the CVS/pharmacy website (http://www.cvs.com).
=+Justify adopting the concept of consumers’ lifetime value as an effective long-term orientation for many fi rms
=+Analyze consumer markets using elementary perceptual maps.
=+segmentation and product differentiation affect marketing strategy.
=+Explain the way market characteristics like market
=+about creating value for consumers.
=+marketing tactics to describe the way fi rms go
=+Apply the concepts of marketing strategy and
=+ Defi ne consumer value and compare and contrast two key types of value.
=+Describe the consumer value framework, including its basic components.
=+some interpretive research about consumers and eyewear?
=+4. Why might Blaire be interested in hiring a researcher to do
=+enough not to actually “need” vision correction.
=+case, discuss the ethics involved in potentially selling contact lenses or even designer glasses to a consumer who sees well
=+3. Almost any business involves some ethical questions. In this
=+production, or market orientation? Explain why.
=+2. Do you think Vous Vois Vision should adopt a product,
=+how a consumer “consumes” eyewear.
=+1. Using the basic consumption process in Exhibit 1.1, illustrate
=+dynamic and how recent trends affect consumers.
=+Describe why consumer behavior is so
=+Be familiar with basic approaches to studying consumer behavior.
=+Explain the role of consumer behavior in business and society.
=+ Describe how consumers get treated differently in various types of exchange environments.
=+Understand the meaning of consumption and consumer behavior.
Explain how neuromarketing can be used as input for the marketing planning process.
Discuss the implications of Web 2.0 for marketing research and marketing planning.
If you had a contract to do market research in Saudi Arabia, what problems would you expect in obtaining primary data?
Would Tokyo be a good test market for a new brand planned to be marketed worldwide?Explain your reasoning.
Identify and discuss the major considerations in deciding whether research should be centralised or decentralised.
What is the difference between ‘data warehousing’ and ‘data mining’?
What are the dangers of translating questionnaires that have been designed for one country for use in a multi-country study? How would you avoid these dangers?
Discuss why firms need marketing controls.
How can a firm increase CLTV?
What can Sony Music Entertainment do to reduce the level of digital piracy of their music?
What are the pros and cons for Sony Music Entertainment and Pink making all Pink’s music available on an online music service like Spotify?
What do you think of the change in Sony Music Entertainment’s organisational structure, from a geographical structure to an artist-driven organisation?
What is a marketing audit and what is the purpose of it?
Would it be relevant to sell underwear on the Internet?evaluate the pros and cons, and make a conclusion.
Which marketing tools would be most effective in the attempt to capture more market share for the Triumph brand (sloggi men/HoM) in the men’s underwear market?
Prepare a marketing plan for capturing more Triumph market share for women’s underwear (lingerie) in the uK market.
Which of the described international markets would it be most relevant for Triumph to penetrate more in order to secure future growth?
evaluate the strengths and weaknesses of Triumph’s global branding strategy.
explain some of the problems that Pret A Manger experienced when they established the first restaurant in new york.
How would you characterise the international marketing strategy of Pret A Manger? Standardisation or localisation?

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