Questions and Answers of Marketing Real People Real Choices

7. How do probability and nonprobability samples differ? What are some types of probability samples? What are some types of nonprobability samples?
6. When considering data quality, what are the differences among validity, reliability, and representativeness? How do you know data have high levels of these characteristics?
5. What are some advantages and disadvantages of tele- phone interviews, mail questionnaires, face-to-face interviews, and online interviews?
4. What techniques are used to gather data in exploratory research? How can exploratory research be useful to marketers?
3. What are the steps in the marketing research process? Why is defining the problem to be researched so impor- tant to ultimate success with the research project?
2. What is data mining? How is it used by marketers?
1. What is a marketing information system (MIS)? What types of information are included in a marketing infor- mation system? How does a marketing decision sup- port system (MDSS) allow marketers to
4 Describe the different types of data-collection methods and types of samples that researchers use
2 List and explain the steps in the marketing research process.
1. In your opinion, is Black & Decker engaged in product innovation? What clues from the Web site lead you to this conclusion? Go to the Black & Decker Web site (www.blackanddecker.com). Check out
1 Explain the role of the marketing information system and the marketing decision support system in marketing decision making.
2. What do you think of Black & Decker's "How To" center? Did you find the information there relevant and useful? Was it easy to navigate? Go to the Black & Decker Web site (www.blackanddecker.com).
3. Why would a company such as Black & Decker include a "How To" center on its Web site instead of just focusing on the products themselves? Go to the Black & Decker Web site
1. Crest lists several product innovations, including Whitestrips, Night Effects, and others. How would you "classify" each of these products based on the discussion in the chapter? What leads you to
2. What type of innovation do you consider each of these products? Why? Go to the Procter & Gamble Web site (www.pg.com) and click on "Products" at the top of the page. Next, find and click on "Oral
3. Pick any one of the products and consider the process that Procter & Gamble probably went through when initially developing it. Give an exam- ple of how each of the steps in Table 8.4, "Phases in
4. For the same product you selected in item 3, what stage in the adoption process do you believe that product currently occupies with most consumers? What leads you to this conclusion? Why is
1. What is the decision facing Kodak? What do you do if you're a CEO and realize that your company's bread and butter product- the one that provided the bulk of its sales and profits over the last
2. What factors are important in understanding this decision situation? What do you do if you're a CEO and realize that your company's bread and butter product- the one that provided the bulk of its
3. What are the alternatives? What do you do if you're a CEO and realize that your company's bread and butter product- the one that provided the bulk of its sales and profits over the last 115
4. What decision(s) do you recommend? What do you do if you're a CEO and realize that your company's bread and butter product- the one that provided the bulk of its sales and profits over the last
5. What are some ways to implement your recommendation? What do you do if you're a CEO and realize that your company's bread and butter product- the one that provided the bulk of its sales and
2 Explain how firms practice social responsibility.
4 Explain the WTO, economic communities, and how countries protect local industries by establishing roadblocks to foreign companies.
6 Explain the strategies that a firm can use to enter global markets.
1. What are business ethics? What are some ways that marketers practice ethical behavior in the marketing mix? What is the Consumer Bill of Rights?
2. What is social responsibility? What is cause marketing? How do marketers promote cultural diversity?
4. Explain what is meant by world trade. What is the role of the WTO and economic communities in encourag- ing free trade? What is protectionism? Explain import quotas, embargoes, and tariffs.
9. Describe the technological and sociocultural environ- ments. Why do marketers need to understand these environments in a global marketplace?
10. What is ethnocentricity? How does ethnocentricity affect a firm that seeks to enter a foreign market?1++ 11. How is a firm's level of commitment related to its level of control in a foreign
1. "Firms that practice social responsibility are just trying to get some positive publicity to cover up all the bad things they do." Do you agree with this statement? Why or why not?
2. Some people criticize advertising as being deceptive. Do you agree or disagree? What would be the advan- tages and disadvantages to firms when they deceive consumers?
3. Do you think U.S. firms should be allowed to use bribes to compete in countries where bribery is an accepted and legal form of doing business? Why or why not?
4. Some countries have been critical of the exporting of American culture by U.S. businesses. What about American culture might be objectionable? Can you think of some products that U.S. marketers
7. In 2006, the National Institutes of Health released the results of a study showing that young people tend to drink more in areas with more alcohol advertising compared to areas with less
8. Is the world flat, as author Thomas Friedman argues? Why or why not?
1. Assume that you are employed in the marketing depart- ment of a medium-sized firm in the dairy industry-a producer of cheeses and canned milk products. Your firm has recently been purchased and
2. Assume that you have been hired by a firm that mar- kets large household appliances in a global market- place. Your manager asks you to develop a code of ethics for the company. Develop a draft of
3. Assume that your firm is interested in the global mar- ket potential for a chain of coffee shops in Italy, China, and India. You recognize that an understanding of the external environments in
4. Tide laundry detergent, McDonald's food, and Dell computers are very different U.S. products that are marketed globally.a. Outline the reasons each of these companies might choose to: i.
5. Although most large corporations have already made the decision to go global, many small to midsize firms are only now considering such a move. Consider a small firm that manufactures gas barbecue
1. As part of a small group, select a country you would like to know more about and a product you think could be successful in that market. As a first step, gather information about the country. Many
2. Prepare a summary of your findings that includes the following:a. An overall description of the country, including facts such as its history, economy, religions, and so on, that might affect
3. Present your findings and recommendations to the class.The purpose of this miniproject is to begin to develop an understanding of a culture other than your own and how customer differences lead to
1. What are the physical characteristics of the country (geography, weather, natural resources, and so forth)? Assume that you are the director of marketing for a firm that manufactures small
2. Describe the economy of the country. Assume that you are the director of marketing for a firm that manufactures small household appliances such as mix- ers, coffeemakers and toasters. You are
3. What is the country's investment climate?Assume that you are the director of marketing for a firm that manufactures small household appliances such as mix- ers, coffeemakers and toasters. You are
4. What trade regulations will your firm face in entering the country? Assume that you are the director of marketing for a firm that manufactures small household appliances such as mix- ers,
5. What is the country's political climate? Are there obvi- ous political risks? Assume that you are the director of marketing for a firm that manufactures small household appliances such as mix-
6. Based on this information, what overall strategy do you recommend for your firm-exporting, a contractual agreement, a strategic alliance, or direct investment? Assume that you are the director of
7. What are your specific recommendations for imple- menting the strategy? Assume that you are the director of marketing for a firm that manufactures small household appliances such as mix- ers,
8 As a final part of your report, describe the Internet sites you used to gather this information. Which sites were most useful and why? Assume that you are the director of marketing for a firm that
1. Take a look at the American Marketing Association Code of Ethics. What role, if any, do issues related to ethics play in building a marketing plan? Which spe- cific pieces of the marketing plan
2. Should marketers include social marketing objectives into their plans? Why or why not? Are objectives related to social marketing initiatives such as serving the environment, society, and the
3. What are some important global marketing issues that one must be mindful of when developing a marketing plan? Why do these issues need to be considered sepa- rately from a firm's domestic
1. What is the decision facing New Balance? Imagine you are the Vice President for Intellectual Property at a U.S.-based sporting goods manufacturer that specializes in producing and selling shoes
2. What factors are important in understanding this decision situation?Imagine you are the Vice President for Intellectual Property at a U.S.-based sporting goods manufacturer that specializes in
3. What are the alternatives?Imagine you are the Vice President for Intellectual Property at a U.S.-based sporting goods manufacturer that specializes in producing and selling shoes and clothing.
4. What decision(s) do you recommend?Imagine you are the Vice President for Intellectual Property at a U.S.-based sporting goods manufacturer that specializes in producing and selling shoes and
5. What are some ways to implement your recommendation?Imagine you are the Vice President for Intellectual Property at a U.S.-based sporting goods manufacturer that specializes in producing and
2 Explain what marketing is and how it provides value to everyone involved in the marketing process.
5 Explain the basics of marketing planning and the marketing mix tools used in the marketing process.
What product benefits will our customers be looking for in three to five years?
What capabilities does our firm have that set it apart from the competition?
What additional customer groups might provide important market segments for us in the future?
How will changes in technology affect our production process, our communication strategy, and our distribution strategy?
What changes in social and cultural values are occurring now that will have an impact on our market in the next few years?
How will customers' awareness of environmental issues affect their attitudes toward our manufacturing facilities?
What legal and regulatory issues may affect our business in both domestic and global markets?
2. Briefly explain what marketing is.
8. What is involved in marketing planning?
9. List and describe the elements of the marketing mix.
10. Trace the evolution of the marketing concept.
6. User-generated commercials seem to be part of a broader trend toward user-generated content of all sorts. Examples include MySpace.com, Flickr.com (where users post photos and comment on others'
7. Some marketing or consumption activities involve the (literal) consumption of people-voluntarily or not. In one recent controversial incident, a man in Germany advertised on the Internet to find
1. An old friend of yours has been making and selling vit- amin-fortified smoothies to acquaintances and friends of friends for some time. He is now thinking about opening a shop in a small college
2. Assume that you are employed by your city's chamber of commerce. One major focus of the chamber is to get industries to move to your city. As a former marketing student, you know that there are
3. 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 address this topic is to
4. As college students, you and your friends some- times discuss the various courses you are taking. One of your friends says to you, "Marketing's not important. It's just dumb advertising." Another
1. Working as a team with two or three other students select an organization in your community that prac- tices marketing. It may be a manufacturer, a service provider, a retailer, a not-for-profit
2. Divide the following list of topics among your team and ask each person to be responsible for developing a set of questions to ask during the interview to learn about the company's program: 2 What
1. Which firm has the better Web site? What makes it better? Ron Jon sells clothing and other merchandise both in its stores and on its Web site (www.ronjons.com). Visit the Web site, and also
2. Do you think the firms are targeting specific market segments? If so, what market segments? What features of the Web site give you that idea? Ron Jon sells clothing and other merchandise both in
3. What are your major criticisms of each of the Web sites? What would you do to improve each site? Ron Jon sells clothing and other merchandise both in its stores and on its Web site
1. How is that value communicated? A key to long-term business success lies in a firm's ability to offer value to customers through its product offerings. The task of communicating that value
2. What other sources of value might be developed for the product you identified? A key to long-term business success lies in a firm's ability to offer value to customers through its product
3. How might these new value-adding properties be com- municated to customers? A key to long-term business success lies in a firm's ability to offer value to customers through its product offerings.
1. What is the decision facing Virgin Galactic?Would you like to travel to outer space? Unless you are an astronaut or scientist conducting experiments in the weightlessness of space, is there any
2. What factors are important in understanding this decision situation? Would you like to travel to outer space? Unless you are an astronaut or scientist conducting experiments in the weightlessness
3. What are the alternatives? Would you like to travel to outer space? Unless you are an astronaut or scientist conducting experiments in the weightlessness of space, is there any reason for you to
4. What decision(s) do you recommend? Would you like to travel to outer space? Unless you are an astronaut or scientist conducting experiments in the weightlessness of space, is there any reason for
5. What are some ways to implement your recommendations? Would you like to travel to outer space? Unless you are an astronaut or scientist conducting experiments in the weightlessness of space, is
1 Explain the strategic planning process.
2 Describe the steps in marketing planning
3 Explain operational planning.
4 Explain the key role of implementation and control in marketing planning.
5 Discuss some of the important aspects of an organization's internal environment.
5. Explain the steps in the marketing planning process.
6. How does operational planning support the marketing plan?
7. What are the elements of a formal marketing plan?

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