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business
marketing management

Questions and Answers of Marketing Management

4.1 Explain the role of a marketing information system and a marketing decision support system in marketing decision making.pp. 112–118 KNOWLEDGE IS POWER p. 112
Understand the concept of evidence-based decision making toward gaining customer insights.pp. 119–120 EVIDENCE-BASED DECISION MAKING IN MARKETING p. 119
List and explain the steps and key elements of the market research process.pp. 120–137 STEPS IN THE MARKET RESEARCH PROCESS p. 120
Understand how to research both online and offline resources to search for a job or internship.pp. 137–139
What is a marketing information system (MIS)? What types of information does it include? LO-1
How does a marketing decision support system(MDSS) allow marketers to easily get the information they need? LO-1
Define the concept of customer insights and the role it plays in market planning decisions. LO-1
Why is defining the problem to be researched so important to ultimate success with the research project? LO-1
Explain the difference between primary data and secondary data. LO-1
What is syndicated research? List two types of syndicated research and tell how firms can use this information in their marketing activities. LO-1
Describe the purpose of causal research. How does it differ from descriptive research? LO-1
What are the main methods used to collect primary data? LO-1
GIGO—garbage in, garbage out—is mentioned in the chapter. What is the significance of this concept to market research? LO-1
What are the steps in the market research process?Provide a short description of each. LO-1
What unique issues must researchers consider when they plan to collect data online? LO-1
What are some ethical problems associated with marketing research? LO-1
What is a cross tabulation? How are cross tabulations useful to analyze and interpret data? LO-1
In Class, 10–25 Minutes for Teams Your firm is planning to begin marketing a consumer product in several global markets. You have been given the responsibility of developing plans for market
Creative Homework/Short Project Select a local company that sells a product to consumers.a. Identify at least four things the company might need to know about how its customers interact with or feel
Creative Homework/Short Project How might secondary data sources be used for a company that sells carseats?Where could they look for information? LO-1
What other two or three data collection approaches to measuring the success of a web advertising campaign might be fruitful in providing more meaningful data than just clicks? (Hint: Just because the
Critical Thinking This chapter introduces QScores, which are used to track the way that the public perceives different celebrities. A positive (and ideally high)QScore indicates a positive
Critical Thinking What personal information are you willing to divulge to market researchers? Where do you draw the line, and why?
Critical Thinking Would you be willing to participate in an ethnographic research study within your own home? Why or why not?
Critical Thinking What types of reseach studies do you think parents of young children would be most receptive to? Why? What considerations might they have unique to this group? LO-1
Critical Thinking A focus group offers marketers the ability to directly discuss a product or concept with consumers. What specific types of products do you think would benefit the most from a focus
What is the decision facing Lego?
Creative Homework/Short Project. You work for a small company that sells floatable waterproof phone cases throughout the United States. Sales have been strong, but you think they could be stronger.
Explain what marketing is, the marketing mix, what can be marketed, and the value of marketing.pp. 4–11
Explain the evolution of the marketing concept.pp. 11–16
Understand value from the perspectives of customers, producers, and society.pp. 16–25
Explain the basics of market planning. pp. 25–26
Trace the evolution of the marketing concept. What is the triple-bottom-line orientation?
In Class, 10–25 Minutes for Teams Assume that you are a marketing consultant employed by retail giant Target, which offers consumers products in a number of brick-and-mortar stores and online.
Would you buy from a demonstrably more expensive provider just because they exhibited a higher level of commitment to sustainability?Choices: What Do You Think?
What is the decision facing Coca-Cola?
Think about three Coca-Cola products: classic Coke, Diet Coke, and the new Diet Coke flavors. What needs do these products meet?
Devise a good value proposition for the new line of flavored Diet Coke.
Consider Coca-Cola’s corporate social responsibility in the area of providing products that are not harmful.What do you feel the company could do differently in product development and/or
Creative Homework/Short Project. As a marketing professional, you have been asked to write a short piece for a local business newsletter about the state of marketing today. You think the best way to
Why is the United States a popular destination for international travelers?
What are some typical lodging needs of international travelers? How are lodging properties meeting these needs?
How can properties market to international travelers?
What avenues can be used to target the destination wedding and honeymoon market?
How do the different types of sports teams differ in their lodging requirements?
Why is targeting government business sometimes a challenge? What are the differences between a straight per diem, an actual and necessary per diem, and a contract per diem?
What are the three major categories of travelers with disabilities, and what are properties doing to accommodate the special needs of each?
What are the different types of reunion groups, and how can a property reach each group?
What are the advantages of attracting travel crews to a property? What types of properties best meet the needs of this market segment?
How do other specialty markets, such as truckers, construction crews, movie crews, and so on, impact a property’s profitability? What are the special needs of these segments, and how can properties
What are some of the trends affecting the restaurant industry today?
What problems are unique to hotel restaurants and how can these be addressed to ensure greater success?
What areas must be researched before positioning a restaurant?
What factors must be considered when creating a restaurant menu? How does the design of a menu influence food sales?
What methods are used to merchandise food and beverage products?
How can restaurants and lounges be promoted? Under what circumstances is each method most effective?
What strategies can be used by restaurant and lounge employees to build sales and repeat business?
What are some of the methods of guest follow-up commonly used to build repeat business?
How have room service operations changed? What new options are hotels using to make room service more cost-effective?
What types of limited-service operations are being used by hotels as alternatives to traditional dining and room service?
Why is the profit margin for banquets often greater than the profit margin for a hotel’s restaurant?
What are two basic responsibilities of most catering departments?
What are the catering director’s primary responsibilities?
What steps should be included in a catering department’s marketing plan?
What are the basic ways to generate sales leads for functions?
What components are most important for creating a successful catering office?
How are each of the following used by the catering department: catering inquiry form, function book, banquet or catering checklist, banquet event order (BEO), and lost business report?
What are some of the different types of service used for functions? What factors determine the type of service needed?
What types of food and beverage sales contribute to the profitability of a catering operation besides banquets?
What are some of the different kinds of meeting room setups? When is each most commonly used?
In an ideal situation, what should the distribution of sales functions between a hotel’s catering and sales departments look like?
Given the responsibilities of a hotel’s catering department, what challenges will the director of catering face as the department shifts from simply being production-focused to being sales-focused?
How could the catering department at the Woodfield Plaza recover more audiovisual and room rental revenues?
What steps should the director of catering at the Woodfield Plaza take to identify the specific causes of his budget problem? Once the specifics of the budget problem have been identified, how should
What changes that began in the United States in the mid-1950s had an impact on the hospitality industry?
What are the four controllable variables that make up the marketing mix and why must each be carefully researched and planned to ensure a successful marketing effort?
What are the five management functions typically inherent in the position of director of marketing?
How does the challenge of hospitality sales compare with that of selling consumer goods?
What is consolidation and how has this trend affected the hospitality industry?
What is niche marketing?
What impact has technology had on the hospitality industry in recent decades?
Whatis relationship marketing and why is it so important in today’s hospitality market?
What is the shortest time frame for which a marketing plan should be developed? What time frame is preferred? Why?
What are the five steps involved in developing a marketing plan?
What three analyses make up a marketing audit, and what are the objectives of each?
Why is positioning important?
What are four guidelines used to develop effective marketing objectives?
What factors should be considered when developing action plans?
What is a zero-base budget? Why is this considered the best way to budget for marketing?
How can a property’s staff monitor and evaluate the implementation of a marketing plan?
What are seven reasons that marketing and sales staffs fail to reach their sales goals?
What factors should Janice consider when planning to increase the hotel’s market penetration rate?
What factors should Janice consider in relation to increasing group business?
What initial steps should Janice take to evaluate the low average room rate for groups?
How can Janice find out what the competition is doing and how they’re doing it?
What factors influence the organization of a marketing and sales office?
What positions are typically found in the marketing and sales offices of small, midsize, and large properties?
What are nine characteristics common to successful salespeople, and what training tools are used to develop salespeople to their full potential?
What is the role of a regional or national sales office?
What are the functions of independent hotel sales representatives?

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