Questions and Answers of Marketing Real People Real Choices

1-24. Ethics The American Psychological Association formally recognizes Internet addiction as a psychological disorder.Should it? Why or why not?
1-28. Develop a team report of your findings. In each section of the report, share what you learned that is new or surprising to you compared to what you expected.
1-30. What is the decision facing Coca-Cola?
1-31. What factors are important in understanding this decision situation?
1-32. What are the alternatives?
1-33. What decision(s) do you recommend?
1-34. What are some ways to implement your recommendation?
1-35. Think about three Coca-Cola products: classic Coke, Diet Coke, and the new Diet Coke flavors. What needs do these products meet?
1-36. Devise a good value proposition for the new line of flavored Diet Coke.
3 List and describe the traditional elements of the promotion mix.
Explain how word of mouth marketing, buzz marketing, viral marketing, and guerrilla marketing provide effective marketing communication.
5 Describe integrated marketing communication (IMC) and its characteristics.
Explain the important role of database marketing in integrated marketing communication.
7 Explain the stages in developing an IMC plan
2. Describe the traditional communication model.
3. List the clements of the promotion mix and describe how they are used to deliver personal and mass appeals.
5. Explain what guerrilla marketing means.
6. What is IMC? Explain the characteristics of IMC.
7. What is database marketing? How do marketers use databases to better meet the needs of their customers?
8. List the stages in developing an IMC strategy.
10. Describe the major ways in which firms develop mar- keting communication budgets.
11. How does the promotion mix vary in push versus pull strategies?
12. What are some different types of appeals marketers may use in their communication strategies?
13. How do marketers evaluate the effectiveness of their communication programs?
3. With an IMC program, firms need to coordinate all of the marketing communication activities. What do you see as the problems inherent in implementing this?
1. As a marketing consultant, you are frequently asked by clients to develop recommendations for marketing com- munication strategies. The traditional elements used include advertising, sales
2. Again, assume that you are a marketing consultant for one of the clients in question 1. You believe that the client would benefit from guerrilla marketing. Develop several ideas for guerrilla
4. Assume that you are the word of mouth marketing manager for a sports equipment company such as Spalding. Develop ideas on how to create buzz for your company's products.
1. Visit your campus alumni office and ask to discuss how it uses database marketing to enhance participation of alumni in the programs of the university and in fund- raising. Some of the questions
2. Based on what you learn, consider other ways the school might use database marketing for enhancing its alumni programs and its fund-raising. This miniproject is designed to help you understand how
3. Make a presentation of your findings and recommen- dations to your class. This miniproject is designed to help you understand how organizations use database marketing.
1. In what ways does each Web site facilitate interactive communication between the firm and customers? A vast majority of traditional media (television stations, newspapers, magazines, and radio
2. How does each firm use the Internet to gather informa- tion on customers? What information is gathered? Which site does a superior job of gathering informa- tion, and why? A vast majority of
3. How do you think the firm might use the information it gathers through the Internet in database marketing activities? How can the information be used to build relationships with customers and
4. What recommendations do you have for each company to improve the interactive opportunities on its Web site? A vast majority of traditional media (television stations, newspapers, magazines, and
1. What is the decision facing American Express? What do Robert DeNiro, Tiger Woods, Kate Winslet, Laird Hamilton, and Mike Krzyzewski all have in common? Let's see, Robert DeNiro is one of the
2. What factors are important in understanding this decision situation? What do Robert DeNiro, Tiger Woods, Kate Winslet, Laird Hamilton, and Mike Krzyzewski all have in common? Let's see, Robert
3. What are the alternatives? What do Robert DeNiro, Tiger Woods, Kate Winslet, Laird Hamilton, and Mike Krzyzewski all have in common? Let's see, Robert DeNiro is one of the greatest living actors;
4. What decision(s) do you recommend? What do Robert DeNiro, Tiger Woods, Kate Winslet, Laird Hamilton, and Mike Krzyzewski all have in common? Let's see, Robert DeNiro is one of the greatest living
5. What are some ways to implement your recommendation? What do Robert DeNiro, Tiger Woods, Kate Winslet, Laird Hamilton, and Mike Krzyzewski all have in common? Let's see, Robert DeNiro is one of
2 Describe the process of developing an advertising campaign.
3 Explain how marketers evaluate advertising.
4 Explain what sales promotion is, and describe the different types of trade and consumer sales promotion activities.
5 Explain the role of public relations.
Describe the steps in developing a public relations campaign.
1. What is advertising, and what is its role in marketing?
2. What types of advertising do marketers use most often?
4. Describe some of the advertising appeals campaigns use.
5. What are the strengths and weaknesses of television, radio, newspapers, magazines, directories, out-of-home media, place-based media, and the Internet for advertising? What are the ways marketers
7. What is sales promotion? Explain some of the different types of trade and consumer sales promotions mar- keters frequently use.
9. What are the steps in planning a PR campaign?
10. Describe some of the activities that are a part of PR.
2. Technology in the form of television remotes, VCRs, computers, and cable television is giving today's con- sumers more and more control over the advertising images they see. How has this affected
3. Do-it-yourself (DIY) advertising programs encourage consumers to create their own advertisements. Chevy found that this can sometimes backfire, as when con- sumers created anti-SUV TV commercials.
5. Some critics denounce PR specialists, calling them "flacks" or "spin doctors," whose job is to hide the truth about a company's problems. What is the proper role of PR within an organization?
6. When Internet travel company Hotels.nl began using blankets on sheep for advertising, one town began fin- ing the company for ignoring the town's ban on adver- tising along the highways. What are
2. Look through some magazines to find an ad that fits each of the following categories:a. USP strategyb. Testimonialc. Lifestyle formatd. Humor appeal Critique each ad. Tell who the target market
3. Assume that you are a member of the marketing department for a firm that produces several brands of household cleaning products. Your assignment is to develop recommendations for trade and
4. Timing is an important part of a sales promotion plan. Marketers must decide when the best time is to mail out samples, to offer trade discounts, or to sponsor a sweepstakes. Assume that the
5. Assume that you are the head of PR for a regional fast- food chain that specializes in fried chicken and fish. A customer has claimed that he became sick when he ate a fried roach that was in his
6. As a PR professional employed by your university, you have been asked to develop strategies for improving your school's PR program. Write a memo to your uni- versity president with your
1. With one or more classmates, create (imagine) a new brand of an existing product (such as a laundry deter- gent, toothpaste, perfume, or soft drink).
2. Decide on an advertising appeal for your new product.
3. Create a series of at least three magazine ads for your product, using the appeal you selected. Your ads should have a headline, a visual, and copy to explain your prod- uct and to persuade
1. What is the mission of each agency? How does each agency attempt to position itself compared to other agencies? Much of the advertising you see every day on television and in magazines is created
2. Who are some of the major clients of the agency? Much of the advertising you see every day on television and in magazines is created by a small number of large advertis- ing agencies. To make
3. How does the site demonstrate the creative ability of the agency? Does the site do a good job of communi- cating the mission of the agency? Explain. Much of the advertising you see every day on
4. If available, tell a little about the history of the agency. Much of the advertising you see every day on television and in magazines is created by a small number of large advertis- ing agencies.
5. Of the agencies you visited, which would you most like to work for? Why? Much of the advertising you see every day on television and in magazines is created by a small number of large advertis-
6. As a client, based on your exploration of the Web sites, which agency would you choose for your business? Why? Much of the advertising you see every day on television and in magazines is created
1. The type of appeal you would use An advertising campaign consists of a series of advertise- ments placed in media over time. While ads may be placed in different media, all will have the same
2. The main message you will seek to communicate An advertising campaign consists of a series of advertise- ments placed in media over time. While ads may be placed in different media, all will have
3. The media you would use (be sure to include at least one print and one broadcast medium) An advertising campaign consists of a series of advertise- ments placed in media over time. While ads may
4. How you will develop the ads so that they have the same look and feel An advertising campaign consists of a series of advertise- ments placed in media over time. While ads may be placed in
1. What is the decision facing Amazon? What do you think of a retailer that achieved the following during a recent holiday shopping season: 1) received orders for over 108 million products, 2) had a
2. What factors are important in understanding this decision situation? What do you think of a retailer that achieved the following during a recent holiday shopping season: 1) received orders for
3. What are the alternatives? What do you think of a retailer that achieved the following during a recent holiday shopping season: 1) received orders for over 108 million products, 2) had a
4. What decision(s) do you recommend? What do you think of a retailer that achieved the following during a recent holiday shopping season: 1) received orders for over 108 million products, 2) had a
5. What are some ways to implement your recommendation? What do you think of a retailer that achieved the following during a recent holiday shopping season: 1) received orders for over 108 million
1. What retailing strategies do you recommend for the new retailer for their first two years in business-what merchandise, what store image, and what location(s)? The wheel of retailing suggests that
4. What recommendations would you make to each retailer to improve its Web site? Many traditional retailers now have Internet sites. Other online retailers such as Lands' End and L.L. Bean do not
3. How do the retailers' Web sites communicate the image or personality of their stores? How are they alike? How are they different? If you had no informa- tion except that available on the Web,
2. What differences are there between sites that have tra- ditional bricks-and-mortar stores and those that do not? Does the site encourage consumers to visit the physical store or just to remain an
1. Describe each retailer's Web site. What information is available on each site? How easy was each to navigate? What information did you find interesting and useful on each site? What did you find
4. Develop a report of your findings. Compare the description of the stores with the results of the survey. Attempt to explain how the different elements of the store atmosphere create each store's
2. What long-term retailing strategies do you recommend? The wheel of retailing suggests that new retailers enter the mar- ketplace by offering goods at lower prices than those of their competitors
3. Survey some of the students in your college. Develop a brief questionnaire asking about the perceptions of the two stores you are studying. You may want to ask about things such as the quality of
2. Visit each of the stores, and write a detailed description of the store atmosphere-colors, materials used, types of displays, lighting fixtures, product displays, store personnel, and so on.
1. First, select two retail outlets where students in your col- lege are likely to shop. It will be good if you can select two outlets that you feel are quite different in terms of store image but
5. Assume that you are the director of marketing for a national chain of convenience stores. Your firm has about 200 stores located in 43 states. The stores are fairly traditional both in design and
4. In your job with a marketing consulting firm, you often are asked to make recommendations for store location. Your current client is a local caterer that is planning to open a new retail outlet
3. All your life you've wanted to be an entrepreneur and to own your own business. Now you're ready to graduate from college, and you've decided to open a combination coffee shop and bookstore in a
2. As a college graduate, you and a friend think the career you really would enjoy means being your own boss- you want to start your own business. You feel thate- commerce is the place for you to
1. Assume you are a business consultant for a chain of 37 traditional department stores located in 12 midwestern U.S. cities. In recent years, the stores have seen declin- ing revenues as specialty
6. Experts predict the future of B2C e-commerce to be very rosy indeed, with exponential increases in Internet sales of some product categories within the next few years. What effect do you think the
5. Wal-Mart has become a dominant retailer in the American marketplace, accounting for over 30 percent of the total sales of some products. Is this a good thing for consumers? For the retail industry
4. Department stores appear to be declining in popularity in the United States but remain consumers' primary place to shop in other countries, such as Japan. Why do you think this is so? Are there
1. What is the decision facing IKEA? How would you go about becoming one of the wealthiest people in the world? Ingvar Kamprad did it by flying coach, taking public transportation, driving
3. Macy's and other stores are using vending machines to sell electronics such as iPods. What are some other opportunities for vending-machine sales? What are the negative and positive elements of
2. Pyramid-scheme promoters specialize in recruiting new members of the pyramid with exciting, even frenzied, meetings where potential members are made fearful that they may pass up a great

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