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business
marketing management

Questions and Answers of Marketing Management

=+ By each customer type?
=+Control. A. What is our market share overall? In each geographic area?
=+3. What combination of media- newspapers, radio, television, maga- zines-should we use?
=+2. What kinds of sales promotional devices-coupons, contests, rebates, and so forth-should we employ?
=+How does it compare with the competition's advertising?
=+Are the right people seeing it?
=+D. Promotion 1. How effective is our advertising?
=+2. What kinds of incentives should we of- fer to induce the trade to push our product?
=+ C. Place 1. Where, and by whom, should our product be sold?
=+2. As production costs decline, should we lower our prices or try to develop a higher-quality product?
=+B. Price 1. What price should we charge for our new product?
=+2. As production costs decline, should we lower our prices or try to develop a higher-quality product?
=+1. Which, of various product designs, is likely to be the most successful?
=+ C. Are there markets for our products in other countries?
=+Are there promising markets that we have not yet reached?
=+B. Is the market for our product increasing or decreasing?
=+ How many of them are there?
=+ How much do they earn?
=+ Where do they live?
=+A. What kinds of people buy our product?
=+6. When and for how long will data be collected?
=+1===+5. Where will the data be collected? Nationally? Regionally? Locally? At home? At work?
=+ 4. Who will design the measures and collect the data?
=+ how will they be checked for reliability and va- lidity?
=+3. What measures will be used, ?
=+ 2. How much data is needed?
=+1. How will the data be collected? Personal interviews? Mail questionnaires? Telephone interviews?
=+7. Build the system in an evolutionary manner, adding complex models only after data storage and retrieval systems are successfully in place.
=+6. Monitor early usage of the system to ensure suc- cess and make sure future users of the system are aware of the success.
=+5. Build a flexible system to meet the information needs of various levels of management and types of managers.
=+4. Involve users of the system in its design and im- plementation.
=+3. Develop decision support system skills inter- nally and do not rely too heavily on outside ex- perts.
=+2. Develop systems relevant to current manage- ment practices and organizational structures.
=+1. Develop small systems first before coordinating them into an overall system.
=+4. What is its growth profile?
=+3. What is the size of the market?
=+2. What must be done to satisfy these wants and/or needs?
=+1. What do customers want and/or need?
=+15. Destroy marketing bureaucracy,
=+14. Grow with partners and alliances.
=+13. Manage culture along with strategy and struc- ture.
=+12. Commit to continuous improvement and in- novation.
=+11. Define the business as a service business.-
=+10. Build customer relationships and loyalty.
=+9. Measure and manage customer expectations.
=+8. Let the customer define quality.
=+7. Make customer value the guiding star.
=+6. Manage for profitability, not sales volume.
=+5. Target customers precisely.
=+4. Define marketing as marketing intelligence.
=+3. Define and nurture your distinctive compe- tence.
=+2. Listen to the customer.
=+1. Create customer focus throughout the business.
=+ Do you believe that the music industry deserves some protection from illicit file-sharing?
=+company or industry justify unethical actions in return?
=+4. What is your opinion? Do perceived unethical actions by a
=+why each fits with those components.
=+moral beliefs. Describe each of those examples and explain
=+3. The case provides an example of the three components of
=+2. Do government restrictions on file-sharing activity interfere with the consumer bill of rights?
=+ How have they enhanced the exchange process?
=+1. How do file-sharing and music piracy disrupt the exchange process?
=+Understand how products liability issues can provide both positive and negative results for consumers.
=+ Comprehend the major areas of criticism to which marketers are subjected.
=+Understand the various forms of regulation that affect marketing practice.
=+responsibility in the fi eld of marketing.
=+Comprehend the role of corporate social
=+the movement has affected marketing practice.
=+ Describe the consumerism movement and how
=+ethics guide the development of marketing programs.
=+Discuss marketing ethics and how marketing
=+3. Will Internet identity theft stop consumers from carrying out transactions online?
=+many people question the data brokering practice. Is it ethical to sell consumer data for profit?
=+2. Even though selling consumer data is a legal business practice,
=+1. What measures can consumers take in order to prevent becoming victims of identity theft?
=+ Understand specifi c consumer misbehaviors and problem behaviors.
=+Distinguish between consumer misbehavior and consumer problem behavior.
=+in consumer misbehavior.
=+Comprehend how consumers’ moral beliefs and evaluations infl uence the choice to engage
=+ Describe the role of value in consumer misbehavior.
=+Understand the consumer misbehavior phenomenon and how it affects the exchange process.
=+4. What kinds of long-term implications can the negative wordof-mouth have on international medical staffing firms?
=+customer complaints as nothing more than a pain in their side contribute to customer disconfirmation formation by their HCPs?
=+3. How do the international medical staffing firms that view
=+ How does this help Avant build brand loyalty?
=+2. What is the importance of Avant proactively asking its HCPs about possible concerns?
=+from its HCPs to helping its business?
=+1. How can Avant Healthcare further leverage its brand loyalty
=+What is the best approach?
=+4. Release information allowing the public to draw its own conclusion.
=+3. Take responsibility for any negative events and be visible in the public eye.
=+2. Deny responsibility for any negative event.
=+1. Do nothing; the news will eventually go away.
=+in shaping loyalty and building consumer relationships
=+ Understand the role that value plays
=+Describe each component of true consumer loyalty.
=+Use the concept of switching costs to understand why consumers do or do not repeat purchase behavior.
=+ Understand why consumers complain and know the ramifi cations of complaining behavior for a marketing fi rm.
=+could be one of the problems eBay faces in attempting to increase its consumer satisfaction?
=+5. According to the expectancy/disconfirmation theory, what

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