Questions and Answers of Marketing Real People Real Choices

11. What are some of the different types of store locations? What are their advantages and disadvantages?
10. What is meant by store atmospherics? How can the ele- ments of atmospherics be used to increase the store's success? How are store personnel a part of store image?
9. What is store image? Why is it important?
8. How is store-positioning strategy like theater?
5. What is the role of automatic vending in retailing?
3. How are retail stores classified? Describe the differ ences in merchandise assortments for convenience stores, supermarkets, specialty stores, discount stores, department stores, and hypermarkets.
2. How do the wheel-of-retailing and retail life cycle theo- ries explain the evolution of retailing? How do demo- graphics, technology, and globalization affect the future of retailing?
1. Define retailing. What is the role of retailing in today's world?
Describe B2C e-commerce and its benefits, limitations, and future promise.
3 Describe the more common forms of nonstore retailing
Describe how retailers are classified.
2. What factors are important in understanding this decision situation? How would you go about becoming one of the wealthiest people in the world? Ingvar Kamprad did it by flying coach, taking public
3. What are the alternatives? 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 10-year-old
5. What are some ways to implement your recommendation? You probably use several Procter & Gamble products. The company's well-known brands include Crest toothpaste, Ivory soap, Old Spice Deodorant,
4. What decision(s) do you recommend? You probably use several Procter & Gamble products. The company's well-known brands include Crest toothpaste, Ivory soap, Old Spice Deodorant, Tide and Cheer
3. What are the alternatives? You probably use several Procter & Gamble products. The company's well-known brands include Crest toothpaste, Ivory soap, Old Spice Deodorant, Tide and Cheer laundry
2. What factors are important in understanding this decision situation? You probably use several Procter & Gamble products. The company's well-known brands include Crest toothpaste, Ivory soap, Old
1. What is the decision facing Procter & Gamble? You probably use several Procter & Gamble products. The company's well-known brands include Crest toothpaste, Ivory soap, Old Spice Deodorant, Tide
3. Assume that your plan recommends Dell become more aggressive in pursuing distribution through retail stores and other means beyond its traditional direct channel. What intermediaries do you
2. Can Dell successfully coexist in retail store distribution and in distribution through its traditional direct means? Justify your answer. Dell Computer is a company that has traditionally used one
1. If you were a marketing executive at Dell, what supply chain options would you suggest in designing a market- ing plan beyond its traditional distribution model? Dell Computer is a company that
2. What does UPS say to convince prospective customers that its services are better than those of the competition? Visit the Web site for UPS (www.ups.com). UPS has posi- tioned itself as a
1. What logistics services does UPS offer its customers? Visit the Web site for UPS (www.ups.com). UPS has posi- tioned itself as a full-service provider of logistics solutions.
4. Make a presentation to your class on your findings. In the United States, the distribution of most products is fairly easy. There are many independent intermediaries (wholesalers, dealers,
3. Determine if the differences between the two countries cause differences in price, availability, or quality of the product. In the United States, the distribution of most products is fairly easy.
2. Select another country in which the same or a similar product is sold. Describe the path the product takes to get from the producer to the customer in that country. In the United States, the
1. Describe the path the product takes to get from the producer to you. Draw a model to show each of the steps the product takes. Include as much as you can about transportation, warehousing,
2. Assume that you are the director of marketing for a firm that manufactures cleaning chemicals used in industries. You have traditionally sold these products through manufacturer's reps. You are
1. Assume that you have recently been hired by a firm that manufactures furniture. You feel that marketing should have an input into supplier selection for the firm's prod- ucts, but the purchasing
4. What decision(s) do you recommend? 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
5. Music, video, or textbook downloading (even when done clandestine) is just a way to create a more efficient supply chain because it "cuts out the middleman" (stores that sell music, video, and
4. As colleges and universities are looking for better ways to satisfy their customers, an area of increasing interest is the distribution of their product-education. Describe the characteristics of
11. What are the advantages and disadvantages of shipping by rail? By air? By ship? By truck?
10. What is logistics? Explain the functions of logistics.
9. Explain the steps in distribution planning.
4. Explain the functions of distribution channels.
1. What is a value chain?
5 Explain how the supply chain uses logistics.
Describe the types of distribution channels and the steps in planning distribution channel strategies.
3 Describe the types of wholesaling intermediaries found in distribution channels.
2 Explain what a distribution channel is and what functions distribution channels perform.
5. What are some ways to implement your recommendation? Consider the following two opposing points of view on the value of pharmaceutical sales representatives (reps) to the medical community. One
4. What decision(s) do you recommend? Consider the following two opposing points of view on the value of pharmaceutical sales representatives (reps) to the medical community. One viewpoint is that
3. What are the alternatives? Consider the following two opposing points of view on the value of pharmaceutical sales representatives (reps) to the medical community. One viewpoint is that reps
2. What factors are important in understanding this decision situation? Consider the following two opposing points of view on the value of pharmaceutical sales representatives (reps) to the medical
1. What is the decision facing Eli Lilly? Consider the following two opposing points of view on the value of pharmaceutical sales representatives (reps) to the medical community. One viewpoint is
3. Is there any place for direct marketing within Esther's marketing plan? Justify your answer. If you believe direct marketing should be planned for, what type(s) do you recommend, and why? Assume
2. What approach to personal selling would you recom- mend she build into her plan? Why do you recommend this approach? Assume for a moment that you are Esther Ferre at IBM. Consider the nature of
1. Would personal selling be a high priority for Esther in her marketing plan? Why or why not? Assume for a moment that you are Esther Ferre at IBM. Consider the nature of her business-its products
4. Assume that you have been hired as a sales manager for a small firm with 20 outside salespeople. Would CRM be useful in such a setting? Why or why not? A critical part of successful selling today
3. How do you suppose CRM can help link the marketing and sales functions in a firm? Hint: Consider the infor- mation needed by both groups, and how that informa- tion is collected, analyzed, and
2. Pick any two experts featured on the sites and briefly summarize their key messages. A critical part of successful selling today is the effective use of technology and information by salespeople.
1. What are some of the most important issues surround- ing successful use of CRM? A critical part of successful selling today is the effective use of technology and information by salespeople.
3. Report on your plan to your class, and ask the other students for feedback on whether or not your approach will convince the Walgreens buyer to purchase.
2. Develop a plan for executing each of the steps in the creative selling process. Carefully ensure that you cover all the bases of how you would go about selling your product to an organizational
1. With several of your classmates, create a new product in a category that most college students buy regularly (for example, toothpaste, shampoo, pens, pencils, soft drinks... anything that
4. Consider carefully the potential annoying downsides of various forms of direct marketing to consumers. As a marketer, what would you do to ensure that your firm's direct marketing efforts don't
3. For you personally, what are the pros and cons of per- sonal selling as a career choice? Make a list under the two columns and be as specific as you can in explaining each pro and con.
1. Assume a firm that publishes university textbooks has just hired you as a field salesperson. Your job requires that you call on university faculty to persuade them to adopt your textbooks for
6. M-commerce allows marketers to engage in location commerce, in which they can identify where consumers are and send them messages about a local store. Do you think consumers will respond
5. What are some ways to implement your recommendation?How would you go about becoming one of the wealthiest people in the world? Ingvar Kamprad did it by flying coach, taking public transportation,
3. Based on the salesperson compensation figures sup- plied in the chapter, do you think professional salespeo- ple are appropriately paid? Why or why not? What is it that salespeople do that warrant
2. One reason experts cite for the increase in consumer catalog shopping is the poor quality of service available at retail stores. What do you think about the quality of service you get from most
1. In general, professional selling has evolved from hard-sell to relationship selling. Do organizations still use the hard-sell style? If so, what types? What do you think the future holds for these
9. What is m-commerce?
3 Explain the role of the sales manager.
2 List the steps in the personal selling process.
Explain the importance of pricing and how prices can take both monetary and nonmonetary forms.
Describe how marketers use costs, demands, and revenue to make pricing decisions.
Explain pricing tactics for single and multiple products and for pricing on the Internet.
12. Explain how unethical marketers might use bait-and- switch tactics, price-fixing, and predatory pricing.
1. Governments sometimes provide price subsidies to spe- cific industries; that is, they reduce a domestic firm's costs so that they can sell products on the international market at a lower price.
2. In many oligopolistic industries, firms follow a price leadership strategy, in which an accepted industry leader sets, raises, or lowers prices and the other firms follow. Why is this a good
5. In pricing new products, marketers may choose a skim- ming or a penetration pricing strategy. While it's easy to see the benefits of these practices for the firm, what is the advantage or
1. Assume that you are the director of marketing for a firm that manufactures candy bars. You feel the time is right for your company to increase the price of its candy, but you are concerned that
2. Assume that you and your friend have decided to go into business together manufacturing your personally designed women's handbags. You know that your fixed costs (rent on a building, equipment,
3. You are a marketing consultant, and your new client is the owner of a small chain of ice cream stores. The client has sold his ice cream at the same price since opening the stores seven years ago.
5. As the vice president for marketing for a firm that mar- kets computer software, you must regularly develop pricing strategies for new software products. Your lat- est product is a software
Experiment 1: Reference Pricinga. Place the two products together. Place a sign on one with a low price. Place a sign on the other with a high price (about 50 percent higher will do). Ask your
Experiment 2: Odd-Even Pricing. For this experi- ment, you will only need one of the items from experiment 1.a. Place a sign on the item that ends in $.99 (for example, $59.99). Ask research
1. What is NATE? Barter exchanges are organizations that facilitate barter transactions between buyers and sellers. Many of these exchanges are members of the National Association of Trade Exchanges
2. What are the benefits to a business of joining a barter exchange? Barter exchanges are organizations that facilitate barter transactions between buyers and sellers. Many of these exchanges are
3. What types of products are bartered? Barter exchanges are organizations that facilitate barter transactions between buyers and sellers. Many of these exchanges are members of the National
4. How does a trade actually work with a barter exchange? Barter exchanges are organizations that facilitate barter transactions between buyers and sellers. Many of these exchanges are members of the
5. How does the exchange make its money? Who pays the exchange and how much is charged? Barter exchanges are organizations that facilitate barter transactions between buyers and sellers. Many of
6. Assuming that the goal of barter exchange Web sites is to attract new members, evaluate the different Web sites you visited. Which Web site do you think was best? What features of the site would
1. What pricing strategy do you recommend for the resort complex that would maximize its occupancy? For many service organizations such as restaurants, hotels, airlines, and resorts, pricing
2. What recommendations for pricing tactics or how to implement the strategy do you have?For many service organizations such as restaurants, hotels, airlines, and resorts, pricing strategies are
1. What is the decision facing True Religion? Would you pay $265 for a pair of jeans? Megan Molitor, a columnist for the Kansas State University newspaper, the Collegian, did. "I'm ashamed to admit I
2. What factors are important in understanding this decision situation? Would you pay $265 for a pair of jeans? Megan Molitor, a columnist for the Kansas State University newspaper, the Collegian,
3. What are the alternatives? Would you pay $265 for a pair of jeans? Megan Molitor, a columnist for the Kansas State University newspaper, the Collegian, did. "I'm ashamed to admit I have blown my
4. What decision(s) do you recommend? Would you pay $265 for a pair of jeans? Megan Molitor, a columnist for the Kansas State University newspaper, the Collegian, did. "I'm ashamed to admit I have
5. What are some ways to implement your recommendation? What do two satellites, one named "Rock" and the other named "Roll," in orbit 22,500 miles above the equator have to do with one of the
4. What decision(s) do you recommend? What do two satellites, one named "Rock" and the other named "Roll," in orbit 22,500 miles above the equator have to do with one of the fastest-growing new
3. What are the alternatives? What do two satellites, one named "Rock" and the other named "Roll," in orbit 22,500 miles above the equator have to do with one of the fastest-growing new services in
2. What factors are important in understanding this decision situation? What do two satellites, one named "Rock" and the other named "Roll," in orbit 22,500 miles above the equator have to do with
1. What is the decision facing XM Satellite Radio? What do two satellites, one named "Rock" and the other named "Roll," in orbit 22,500 miles above the equator have to do with one of the
3. Develop strategies for creating a servicescape that will be a positive influence on customers' purchase deci- sion, their evaluations of the service quality, and their ultimate satisfaction with
2. Describe the weaknesses that might be in a SWOT analysis for the business that occur because of the intangibility of the service. Organizations that market services face special challenges because
1. Select a service that you are familiar with, such as a bank, an airline, or even your university.Organizations that market services face special challenges because services are intangible. One way

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