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marketing management

Questions and Answers of Marketing Management

Stock Turnover is a way to measure stock performance. It is an indication of the number of times the stock has been“turned over” or replaced over a given period of time. This is a measurement of
Explain how the internet has become a key area for public relations activities.
Integrated marketing communications are highly coordinated.Identify a new product or service and research the IMC across different platforms and media. Is the message consistent?
Facebook has more than 2 billion monthly active users. What started as an online social network allowing people to connect with each other has transformed into a behemoth media mogul and a real
A Unilever brand in Thailand ran into some problems with one of its promotion campaigns, the “Citra 3D Brightening Girls Search.” Citra Pearly White UV Body Lotion is marketed as a skin-whitening
Although consumption of carbonated beverages has been decreasing, it is still an $81 billion industry in North America, which far exceeds alternatives such as water ($23 billion) and sports drinks
What activities can be used in customer relationship building?
Using the internet, research the characteristics of a success ful salesperson. Then think about a recent interaction with a salesperson where you purchased a product.Using the steps in the selling
You are the district manager for Pureation Beverage Group, a beer and wine distributor. The company has experienced rapid growth and needs to add additional salespeople to its team. Using the sales
Evaluate the sales promotion activities of a grocery store in your area. What consumer sales promotions is it using? Is it successful at reaching its target market with effective promotions?
As consumers increasingly use social media and mobile apps to save money, companies must “go where the consumers are”and offer digital coupons and other sales promotions in those locations.
In years past, employees at Staples have faced a challenging work environment. According to The New York Times, Staples maintained an internal reporting system nicknamed “Market Basket” that
Mountain Goat Cyclery is an independent bicycle retailer in Colorado specializing in mountain bikes. It offers a full line of mountain bikes for men, women, and children as well as accessories and
Describe the two types of company websites. What challenges do marketers face when using websites to market their products and services?
With a dominant internet presence, is there still a place for catalog marketing?
Choose a product or service that is unique to your own country or region. Design and deliver a short DRTV sales piece to promote it and create sales.
Real-time marketing is being used by marketers to connect with consumers. Search the web for real-time marketing examples, and describe three. Why were they successful
Traditional direct marketing is still used by marketers to reach targeted consumers. Using the major forms of traditional direct marketing, select three forms, and prepare a presentation using
According to Google’s Consumer Barometer, an interactive digital consumer insights tool, some 93 percent of UAE and Saudi Arabian under-35s go online using either smartphones or tablets.The 2018
According to one survey, 92 percent of U.S. companies now claim that social media marketing is important for their businesses.Fashion designer Kenneth Cole took advantage of the trend in 2011 by
Explain what a business should look at when considering the potential of a foreign market.
Explain the two major links between the seller and the final buyer in the global value delivery network. Why is a whole-channel view important for a firm’s distribution choices?
The chapter describes the global marketing presence of McDonald’s, IKEA, and Amazon. Select two additional global companies, and identify their market entry strategies. Support your position.
China has emerged as an enormous social media market. With more than 1.35 billion people and 635 million internet users, internet usage in China is growing explosively at about 30 percent annually.
Some 18 million tourists visited Greece during 2014—a figure approaching twice the population of Greece. Only 50 years ago, the country was attracting around 33,000 tourists a year. Tourism has
Explain how sustainable marketing meets consumers’needs
Assume that you are the marketing director of a new retail chain. From the outset, you want to be environmentally sustainable. Research how other retailers achieve this, and create a checklist.
Using the internet, research current practices on employee use of social media at work. Write an ethics policy to govern social media use by employees.
Greenwashing is the practice of promoting a product by misleading consumers about its environmentally beneficial aspects. Products might be labeled as “natural,” “green,”“environmentally
Since the 1970s, Nestlé and other companies have faced criticism about their marketing of infant formula to families in developing countries. Their marketing has positioned formula as superior to
One of the biggest news items in the UK retail sector recently is the £1.4 billion acquisition in September 2016 of Home Retail Group, the parent company of Argos, by Sainsbury’s, one of the
The world has rapidly gone online, social, and mobile. And no company is more online, social, and mobile than Facebook.Despite the growing number of social media options, Facebook continues to
It was 2009. James Park and Eric Friedman were at a breaking point. They’d been flitting around Asia for months, setting up the supply chain for their company’s first product, the Fitbit
Over the past few decades, the practice of gathering customer feedback data has been changing as new technologies have let marketers dig deeper. For example, take customer satisfaction surveys. A
As Sara Blakely got ready to go out for a night on the town, she stood looking into her closet, trying to decide what to wear.There were her favorite dress pants—an elegant pair of unlined
You’ve no doubt heard of 5-Hour Energy—the small red bottles filled with an energy-infused elixir, located alongside the candy and gum near the checkout at most grocery and convenience
Long-term brands face a balancing act. On the one hand, they must remain true to the characteristics that endear them to their throngs of loyal customers. On the other hand, the longer a brand
In a survey by brand strategy firm Lippincott, the most trusted brand in consumer electronics was not Apple. Nor was it Samsung, Sony, or Microsoft. It was Bose, the still relatively small, privately
In 1970, Italian Gianluigi Aponte founded the Mediterranean Shipping Company (MSC) with a single second-hand ship and just $5,000 in capital to move cargo between Europe and Africa. Despite a
Once upon a time, there were two major forces dominating the discount retail market: Walmart and Target. The two retailers offered very similar merchandise assortments, and their stores were close to
Outdoor-products megaretailer Bass Pro Shops has seemingly been breaking the rules of retailing for nearly 50 years and basking in the spoils as a result. With more than 95 retail stores throughout
Social media networks seem numberless these days, but only an elite few that started in the early days of the World Wide Web still survive. One of those is LinkedIn, a social media site that debuted
When it comes to personal selling, the term win-win gets thrown around so much that it has become a cliché. But at Procter &Gamble, the selling concept that the company benefits only if the customer
When people think of buying and selling things online locally, most think automatically of Craigslist, the classified ad marketplace that has dominated that business for the past two decades. But as
How does a French company successfully market an American version of a Korean skin beautifier under a French brand name in Australia? Ask L’Oréal, which sells more than $30 billion worth of
How does the marketing process create value for customers and the company?
What is marketing myopia? What are the short- and long-term implications for business in this situation?
Define marketing management, and explain how marketing managers design winning marketing strategies.
In small groups, using the five core customer and marketplace concepts, discuss how the following companies address the first step in the marketing process:(a) Uber, (b) Dunkin’, (c) Dannon, and
Examine how your college or university creates value for the customers it serves. How does your institution differentiate and position itself? Outline its integrated marketing program from your own
In the summer of 2014, people with connections to ALS (LouGehrig’s disease) raised awareness of the condition by urging people to post videos of themselves dumping buckets of ice water over their
The internet has become a vital marketing medium, and payper-click (PPC) is one of the many ways for a business to attract traffic. It is risky, and a business can spend a lot of money, get a lot of
What are the key characteristics of destinations?
How would you define destination management?
What is destination marketing?
What are the major differences between destination management and destination marketing?
Who are the five groups of stakeholders in destination management?
What are the features that make destination management and marketing unique?
What are the 10 As of successful destinations?
What is destination governance?
What are the typical roles of national DMOs?
What are the relative benefits and weaknesses of government-run DMOs?
What have been the major influences on tourism planning over recent decades?
What are the major benefits that a destination will realize from initiating a tourism planning process?
The DMO should target which outcomes to be desired as the result of conducting tourism planning and from implementing the plan?
Which topics should be covered in a tourism plan for a destination?
At which geographic levels is tourism planning done? What are the advantages to integrating across these various geographic levels?
What process should be applied in tourism planning for destinations? How important is the selected process to the overall success of the planning?
Strategic planning and visioning are different processes. How would you describe the key differences between these two planning methods?
What are the advantages of using tourism planning toolkits to guide destination planning processes?
What are the steps in conducting a destination visioning process?
What are the key destination marketing professional principles?
Which five questions comprise the destination marketing system?
What are the management functions represented by each of the letters in the PRICE model?
Which timeframes are specified within the destination marketing planning process?
What is the difference between a DMO vision and a DMO mission?
What are the three parts included in a destination marketing plan?
What are the 8 Ps of destination marketing, and which steps does each of them involve?
How are destination marketing control and evaluation accomplished?
What are the contributions of research for each of the roles of destination management?
Ongoing research, periodic research and as-needed research are the three components of a destination management research agenda.What are the essential differences among these three research agenda
Which steps are followed in the research process for destination management?
Secondary and primary research data and information are both important in destination management research. How would you differentiate these two concepts?
Research results can often be boring. What are some techniques that can be used to more interestingly and effectively communicate a DMO’s research findings?
How should a study of existing visitors (visitor profile study) be conducted?
What methods can be used to analyze potential markets for a destination?
People’s images of destinations have a significant influence on where they travel. Which destination image measurement techniques can be applied?
How important is it to determine resident attitudes and opinions about tourism and how can this research be accomplished?
What is a destination audit and how can destination product research help to improve the destination product?
How can destinations measure the economic impact of tourism?
How important is competitive analysis for a destination and how should a destination select the competitors to evaluate?
Why is it important for a DMO to do performance measurement and reporting?
What should be the contents of a destination management research plan?
What is the definition of the destination product as it relates to the destination management role of product development?
The destination product has several components. What are these components?
Which principles should be articulated to guide product development within a destination?
How can a DMO encourage the adoption of a sustainable tourism development approach?
What are the stages of the tourism area life cycle (TALC) model and how do these stages impact the product development role of a DMO?
The levels of involvement of DMOs in product development vary significantly. Can you explain the continuum of involvement indicating the roles that a DMO can play?
What is the difference between hard and soft product development?

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