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business
marketing management

Questions and Answers of Marketing Management

=+5 What factors affect the rate of diffusion and consumer adoption of newly launched products and service market offerings?
=+4 What is the best way to manage the new product development process?
=+3 What are the main stages in developing new products and services?
=+2 What organisational structures and processes do managers use to manage new product development?
=+1 What challenges does a company face in developing new products and services?
=+Can products be totally differentiated from services? Can products (i.e. tangible items) and services (intangible items) really be separated from customer-perceived value offerings in contemporary
=+5 How can companies use packaging, labelling, warranties, and guarantees as marketing tools?
=+4 How can companies differentiate products and manage their product mix and product lines?
=+3 What are the characteristics of market products and how do marketers classify products?
=+2 What are the implications of market evolution for marketing strategies?
=+1 What marketing strategies are appropriate at each stage of the product life cycle?
=+What strategies have they followed to ensure a global brand following?
=+Comment on some of the global brands with which you are familiar. Have they created global brand communities?
=+5 What is country/place branding and celebrity branding?
=+4 How is branding practiced in the developing world?
=+3 What is branding within an ICT-based or digital environment?
=+2 What are the contemporary global consumption issues including brand communities and brand tribes?
=+1 What are the challenges for managing global brands?
=+What are the main choices that marketing managers must decide on when managing their brands?
=+largest airline in Europe by focusing on its core brand value – providing cheap airline travel to over 49 million Europeans who prefer low cost to high service.
=+2 How the brand makes service or products superior to others and which strong, favourable and unique brand associations should exist in the minds of consumers.54 Ryanair has become the
=+1 What products and service the brand represents, what core benefits it supplies and what needs it satisfies. Nivea, one of Europe’s strongest brands, has expanded its scope from a skin cream
=+4 What are the crucial aspects of branding for services, co-creation and brand touch points?
=+3 How do we create and manage brand value or equity?
=+2 What are the key strategic brand management decisions?
=+1 What do we understand by branding?
=+6 Overcome internal resistance to change – with seller, buyer and partner organisations.
=+5 Decide how to share the customer-perceived value.
=+4 Design market offerings-systems jointly to meet those customers’ needs. This includes selecting the partners to be included in a company’s network.
=+3 Work with customers to discover what they really want to include in a market offering.
=+2 Discover who are the right customers to involve in the process.
=+1 Define clear objectives for the project.
=+5 What is the Experience Economy and how does it relate to customer’s perception of value?
=+4 How can companies both attract and retain customers?
=+3 How can companies cultivate strong customer relationships?
=+2 What is the lifetime value of customers and how can marketers maximise it?
=+ How would you contrast demographic versus behavioural segment schemes?
=+How would marketing be more or less effective for you depending on the segment involved?
=+Think of various product categories. How would you classify yourself in terms of the various segmentation schemes?
=+8 When might companies need to reposition their market offerings and what are the main inherent risks of such a strategy?
=+7 How can companies seek to positively differentiate their offerings in today’s market conditions?
=+6 Why is the concept of positioning so important to marketing practitioners?
=+5 How can a firm create, develop and communicate a successful positioning strategy in the market?
=+Do the firms follow the principles described in this chapter?
=+How would you characterise the nature of competition?
=+Pick an industry. Classify firms according to the four different roles they might play: leader, challenger, follower and nicher.
=+4 Which factors should we create that the industry has never offered?
=+3 Which factors should we raise well above the industry’s standard?
=+2 Which factors should we reduce well below the industry’s standard?
=+5 How can market followers or nichers compete effectively?
=+4 How should market challengers attack market leaders?
=+3 How can market leaders expand the total market and defend market share?
=+2 How should we analyse competitors’strategies, objectives, strengths and weaknesses?
=+1 How do marketers identify primary competitors?
=+with the identified problems or to take advantage of the identified opportunities?
=+• In your opinion, what should the company do to deal
=+facing or could expect to be facing in the near future?(b) Why?
=+could be related to the problems, or opportunities, that the company – in your opinion – is currently
=+think that any of the ten topics/issues you identified
=+• Pick one of the companies mentioned in this chapter.For this company, investigate and discuss: (a) Do you
=+ For example, how might non-compensatory models of choice work? Mental accounting?
=+How might you apply them to business-to-business settings?
=+Consider some of the consumer behaviour topics in Chapter 7.
=+6 How do institutional buyers and government agencies do their buying?
=+5 How can companies build strong relationships with business customers?
=+4 How do business buyers make their decisions?
=+3 Who participates in the businessto-business buying process?
=+2 What buying situations do organisational buyers face?
=+how does it differ from the consumer market?
=+1 What is the business market, and
=+facing or could expect to be facing in the near future?(b) Why?
=+could be related to the problems, or opportunities, that the company – in your opinion – is currently
=+ (a) Do you think that any of the ten topics/issues you identified
=+• Pick one of the companies mentioned in this chapter.For this company, investigate and discuss:
=+Do you follow Thaler’s four principles in reacting to gains and losses?
=+ Are they different from what other people do?
=+ Do you have any rules you employ in spending money?
=+What mental accounts do you have in your mind about purchasing products or services?
=+4 How do marketers analyse consumer decision making?
=+3 How do consumers make purchasing decisions?
=+2 What major psychological and behavioural processes influence consumer responses to the marketing programme?
=+1 How do consumer and situational characteristics influence buying behaviour?
=+ How could the research have been done differently to make it more effective?
=+ How helpful do you think was the information you provided?
=+When was the last time you participated in a survey?
=+4 How can companies more accurately measure and forecast demand?
=+3 How can marketers assess their return on investment of marketing expenditure?
=+2 What is the marketing research process?
=+1 What constitutes good marketing research?
=+ How may the opportunities and pitfalls be moderated by company and market characteristics?
=+ What are the pitfalls?
=+2 What are the opportunities from database marketing and CRM?
=+Which ones do not? What could they do better?
=+1 What brands and products do you feel successfully ‘speak to you’ and effectively target your age group? Why?
=+10 What are the four most helpful improvements that could be made in the present marketing information system?
=+9 What data analysis programs would you want?
=+8 What topics would you like to be kept informed of?
=+7 What magazines and trade reports would you like to see on a regular basis?
=+6 What information would you want daily? Weekly? Monthly? Yearly?
=+5 What information would you want that you are not getting now?

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