Questions and Answers of Marketing Real People Real Choices

14-48. What are the major differences between transactional selling and relationship selling?
14-47. The manager of the training department at your marketing firm has asked you to help with writing a training manual that describes the selling process. To begin, include some information that
14-46. Which of the two primary approaches to personal selling(transactional or relationship) do you think Oracle salespeople are being encouraged to use? Why would that approach be appropriate?
14-45. Consider the factors that influence a firm’s emphasis on personal selling shown in Figure 14.2. Which of these are likely relevant in Oracle’s decision to invest so heavily in their sales
14-44. When recruiting salespeople, how important are lifestyle perks like the ones described above?
14-43. What are some ways to implement your recommendation?
14-42. What decision(s) do you recommend?
14-41. What are the alternatives?
14-40. What factors are important in understanding this decision situation?
14-39. What is the decision facing Oracle?
14-38. To be successful today, a firm must do more than just provide consumers with information. Their marketing communication activities must engage the consumer, must provide something of value (in
14-37. Each of these activities must be tied to the other activities.Now describe all of these connections.
14-36. Design each of these communication program elements with detailed descriptions, including timing and venues.
14-35. Report on your plan to your class and ask the other students for feedback on whether your approach will convince the Walgreens buyer to make a purchase.Alternatively, with a classmate
14-34. Assume you are a salesperson trying to sell your product to an organizational buyer like Walgreens for adding to their product lines. Develop a plan for executing each of the steps in the
14-33. With several of your classmates, create a new product in a category that most college students buy regularly(e.g., toothpaste, shampoo, pens, pencils, soft drinks—anything that interests you
14-32. Critical Thinking Some critics denounce PR specialists, calling them “spin doctors” whose job is to hide the truth about a company’s problems. What is the proper role of PR within an
14-31. Creative Homework/Short Project Many firms today are using a variety of buzz-building activities to encourage word-of-mouth communication about their products.Think about a business or place
14-30. Critical Thinking There is increasing concern about consumer privacy on social networking sites. Recently, Facebook was under fire when various third-party companies accessed Facebook user
14-29. Critical Thinking A woman sued Taco Bell for deceptive advertising, claiming its tacos had far less beef than advertised. Taco Bell, understanding the potential damage to its brand,
14-28. Critical Thinking In general, professional selling has evolved from hard selling to relationship selling. Do some organizations still use the hard-sell style? If so, provide examples and
14-27. Critical Thinking Recently, Twitter has joined other websites in selling preferred positions to generate revenue. Do you feel that such revenue-generating activities make these sites less
14-26. Ethics Many salespeople earn a commission on what they sell, often meaning that the more the customer buys, the more the salesperson makes. Does this pose any ethical issues for the
14-25. Critical Thinking Companies sometimes teach consumers a “bad lesson” with the overuse of sales promotions.As a result, consumers expect the product always to be“on deal” or have a
14-24. Critical Thinking Have you ever interacted with a company or a brand on social media—think tweeting them, liking a page on Facebook, etc.? Why did you choose to do so? If you have ever
14-23. Go to Twitter.com. Search for your selected brand and see what is revealed. After you have reviewed the results, provide a summary of the following information:a. The number of tweets that are
14-22. Select a product type and particular brand of that product to study. It can be in any product category you choose. If you are doing a marketing plan project for your marketing course, you may
14-21. In Class, 10–25 Minutes for Teams Assume that you are the head of PR for a national airline. A passenger has claimed that you forcibly removed him from the plane for no reason and in the
14-20. Creative Homework/Short Project Your assignment for this project is to develop recommendations for a local not-for-profit’s marketing communication program.First, schedule an appointment
14-19. Creative Homework/Short Project Assume a firm that publishes university textbooks (including this marketing textbook) has just hired you as a field salesperson. Your job requires that you call
14-18. Creative Homework/Short Project Think of the last time you interacted with a salesperson, whether it was for a new smartphone or a trendy pair of jeans.Identify the type of salesperson you
14-17. Creative Homework/Short Project You work for a direct marketing firm. Your client, a small photography business specializing in wedding, portrait, and newborn photos, has enlisted your help in
14-16. In Class, 10–25 Minutes for Teams In this chapter, we learned that marketers are increasing their use of social media in their marketing communication strategies.Why is this happening? What
14-15. In Class, 10–25 Minutes for Teams Timing is an important part of a sales promotion plan. Trade sales promotions must be properly timed to ensure channel members fully maximize the
14-14. In Class, 10–25 Minutes for Teams Assume that you are a member of the marketing department for a firm that produces several varieties of low-fat candy bars. Your assignment is to develop
14-13. Creative Homework/Short Project Think about a business or place that you and your classmates might visit.You might, for example, think about (1) a specialty coffee shop, (2) a night spot where
14-12. What is lobbying? Describe media relations and tell why this is such an important part of PR.Activities: Apply What You’ve Learned
14-11. What is the purpose of public relations? How does it differ from advertising? What are some of the traditional activities that are part of PR?
14-10. Explain these steps in the creative selling process: Prospecting, qualifying, the approach, the sales presentation, and the follow-up after the sale. How can you overcome a customers
14-9. What is relationship selling? How does it differ from transactional selling?
14-8. What role does personal selling play within the marketing function? Describe the various types of sales jobs.
14-7. What is direct marketing? Describe the more popular types of direct marketing.
14-6. What is sales promotion? Explain some of the different types of price-based consumer sales promotions marketers frequently use. Explain some of the different types of attention getting consumer
14-5. What is the Internet of Things?
14-4. What is social media? What are social networks? Describe Facebook, Twitter, virtual worlds, product review sites, mobile apps, and location-based social networks.
14-3. What is viral marketing? How do marketers use brand ambassadors or brand evangelists?
14-2. What are some ethical problems in buzz marketing?
14-1. What is buzz? How do marketers practice buzz building?
14.6 Understand the importance of networking in managing a successful career. pp. 547–549
14.5 Explain the role of public relations and the steps in developing a public relations campaign.pp. 539–547 PUBLIC RELATIONS P. 539
14.4 Understand the important role of personal selling, the different types of sales jobs, and the steps in the creative selling process.pp. 529–538 PERSONAL SELLING: ADDING THE PERSONAL TOUCH TO
14.3 Understand the elements of direct marketing.pp. 527–529 DIRECT MARKETING P. 527
14.2 Explain what sales promotion is and describe the different types of consumer and B2B sales promotion activities.pp. 521–527 SALES PROMOTION P. 521
14.1 Understand how marketers communicate using an updated communication model that incorporates new social media and buzz marketing activities.pp. 516–521 SOCIAL MEDIA MARKETING P. 516
13-38. Creative Homework/Short Project. As a marketing consultant, you are frequently asked by clients to develop recommendations for marketing communication strategies. The traditional elements used
13-37. As an account executive for an advertising agency, you have been assigned to a new client, a company that has developed a new energy drink. As you begin development of the creative strategy,
13-36. What other marketing activities could the Girl Scouts pursue to keep its members from moving to the Boy Scouts and to encourage new girls to join?
13-35. Many youth who are targets for Scouts BSA membership are active in using social media. Create a simple concept for a social media ad that you believe could cause them to consider joining the
13-34. What other organizations or brands that were formerly single-gender focused have expanded to offer products or services to both genders in an effort to expand their market/and or become more
13-33. What are some ways to implement your recommendation?
13.32. What decision(s) do you recommend?
13-31. What are the alternatives?
13-30. What factors are important in understanding this decision situation?
13-29. What is the decision facing the Boy Scouts of America?
13-28. This miniproject is designed to help you develop your skills in marketing communication planning. Working with one or more of your classmates, complete the following suggested
13-27. Ethics Some companies use sex appeal to sell a nonromantic product. One example is Hardee’s, known for its risqué ads for hamburgers. Think of some other examples where sex appeal is used
13-26. Ethics Firms are increasing their use of search engine marketing in which they pay search engines, such as Google and Bing, for priority position listings. Social media sites such as Twitter
13-25. Critical Thinking Advertising and other forms of marketing communications have changed radically during the last decade or so as a result of digital technology.List some of these changes. What
13-24. Critical Thinking User-generated advertising content is on the rise. Some marketers encourage consumers to contribute their own ads through social media or website platforms. How do you think
13-23. Critical Thinking Ad spend on digital advertising, including websites, apps, mobile gaming, etc., is increasing steadily—digital spend is poised to overtake television as the largest in
13-22. You learned that media planners use a variety of metrics to help in making decisions on what TV show or which magazines to include in their media plans. Two of these are gross rating points
13-21. Creative Homework/Short Project As we discussed in this chapter, many consumers are highly critical of advertising. To better understand this, conduct a short survey of (1) your college
13-20. For Further Research (Individual) More and more firms are engaged in multichannel promotion programs. You can learn about many of these by searching library or Internet sources. Some Internet
13-19. Creative Homework/Short Project Your company has developed a new high-end lotion designed to reduce the appearance of wrinkles on the face and neck when used twice daily. Using the hierarchy
13-18. Creative Homework/Short Project Assume you are the director of marketing for a firm that markets healthy snack foods (i.e., chips, cookies, etc.). You are developing a promotion plan. Develop
13-17. Creative Homework/Short Project Spend some time looking through print publications—magazines and newspapers. Find an ad that fits into each of the following categories:• Testimonial•
13-16. Describe continuous, pulsing, and flighting media schedules.
13-15. What is media planning? How do media planners use reach, frequency, gross rating points, and cost per thousand in developing effective media schedules?
13-14. How do marketers pretest their ads? How do they posttest ads?
13-13. What are different types of branded content? How do marketers use branded entertainment and support media, such as directories, out-of-home media, and place-based media, to communicate with
13-12. What is digital media? What are owned, paid, and earned media? What are the different advertising activities or techniques included in website advertising, mobile advertising, and video
13-11. Describe the steps in developing an advertising campaign.What is a creative brief? What is meant by the appeal, execution format, tonality, and creative tactics used in an ad campaign?
13-10. List three pros and three cons for each of the following types of advertising: TV, radio, newspaper, magazine, out-of-home, Internet.
13-9. What is consumer-generated advertising, and what are its advantages? What is crowdsourcing, and how is it used in advertising? What is native advertising?
13-8. Firms may seek the help of full-service or limited-service advertising agencies for their advertising. Describe each.
13-7. What is advertising, and what types of advertising do marketers use most often? What is an advertising campaign?
13-6. Describe the three steps in developing marketing communication budgets.
13-5. Explain the hierarchy of effects and how it is used in communication objectives.
13-4. List and explain the steps in promotion planning.
13-3. List the elements of the promotion mix and describe how they are used to deliver personal and mass appeals.
13-2. Describe the traditional communication model.
13-1. What is promotion? What is integrated marketing communication (IMC)? What are multichannel promotion strategies?
13.3 Explain what advertising is, describe the major types of advertising, discuss some of the major criticisms of advertising, and describe the process of developing an advertising campaign and how
13.2 Describe the steps in traditional and multichannel promotion planning. pp. 474–480 OVERVIEW OF PROMOTION PLANNING p. 474
13.1 Understand the communication process and the traditional promotion mix. pp. 466–474 COMMUNICATION MODELS IN A DIGITAL WORLD THAT IS“ALWAYS ON” p. 466
12-46. In this chapter, we learned that the characteristics of services are intangibility, perishability, variability, and inseparability. Explain each of these characteristics and how they create
12-45. Today, traditional brick-and-mortar retailers are faced with competition from B2C e-commerce. What are some of the benefits and limitations of B2C e-commerce?
12-44. China’s middle class is about 300 million strong and is growing. How is this important for Alibaba’s success?How can the company take full advantage of this demographic phenomenon?
12-43. Customers in the Taobao villages must come to the Alibaba-provided computers before they are exposed to the company’s online promotions. What tactics could Alibaba marketers use to encourage
12-42. Click around Alibaba.com for a while. How is it similar to and how is it different from Amazon.com?

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