Questions and Answers of Marketing Real People Real Choices

3. What changes or improvements would you recommend for each Web site?Theme and entertainment parks like Universal Studios fall in the middle of the goods/services continuum-half goods and half
2. How does each park position its product? How is this positioning communicated through the Web site?Theme and entertainment parks like Universal Studios fall in the middle of the goods/services
1. How is the Web site designed to appeal to each theme park organization's target market? Theme and entertainment parks like Universal Studios fall in the middle of the goods/services continuum-half
5. What are some ways to implement your recommendation?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
1. Select a service that you, as a consumer, will purchase in the next week or so. 2. As you experience the service, record the details of every aspect, including the following:a. Peopleb. Physical
6. Assume that you have been recently hired by your city government to head up a program to create 100 percent compliance with recycling regulations. Develop a presen- tation for the city council in
5. Address the same issues in question #4 for a marketing plan for your hometown.
4. Assume that you work for a marketing firm that has been asked to develop a marketing plan for an up-and- coming rock band called Stalagmite, and their new CD "Slow Drip." Prepare an outline for
3. You are currently a customer for a college education, a very expensive service product. You know that a service organization can create a competitive advan- tage by focusing on how the service is
2. Assume that you are a physician. You are opening a new family practice clinic in your community. You feel that you have the best chance of being successful if you can create a product that is
1. Because of increased competition in its community, you have been hired as a marketing consultant by a local bank. You know that the characteristics of services (intangibility, perishability,
8. Many developed countries, including the United States, have in recent decades become primarily service economies; that is, there is relatively little manufacturing of goods, and most people in the
7. In the chapter, we learned of Ben & Jerry's promotion of the cause against global warming. Is there a danger that cause-related marketing might turn some potential customers off to a firm's core
6. Many not-for-profit and religious organizations have found that they can be more successful by marketing their ideas. What are some ways that these organiza- tions market themselves that are
5. There has been a lot of criticism about the way politicians have been marketed in recent years. What are some of the ways marketing has helped our political process? What are some ways the mar-
4. What "service" do providers such as MySpace.com con- vey? What core and augmented services do they offer? How should we evaluate MySpace.com's service quality?
3. Internet dating services, while becoming very popular, may present some dangers for those who use their ser- vices. Who do you think uses Internet dating services? What, if anything, should dating
2. Sometimes service quality may not meet customers' expectations. What problems have you experienced with quality in the delivery of the following services?a. A restaurant mealb. An airline flightc.
1. Why are first impressions we form about a service through the Internet so important? What can a service firm do to ensure a favorable first impression online? (Hint: Consider issues beyond the Web
10. What do we mean by marketing people? Marketing places? Marketing ideas?
6. Describe how the Internet is used to market services.
Explain the marketing of people, places, and ideas.
5 Discuss the concepts of SERVQUAL and gap analysis
3 Explain core and augmented services, marketing of services on the Internet, and the elements of the service encounter.
Describe the four characteristics of services.
Explain the different product objectives and strategies a firm may choose.
Explain how firms manage products throughout the product life cycle.
3 Discuss how branding creates product identity, and describe different types of branding strategies.
Explain the roles packaging and labeling play in developing effective product strategies.
5 Describe how organizations are structured for new and existing product management.
7. What does it mean to license a brand? What is cobranding?
9. What should marketers know about package labeling?
1. Brand equity means that a brand enjoys customer loy- alty, perceived quality, and brand name awareness. To what brands are you personally loyal? What is it about the product that creates brand
2. Quality is an important product objective, but quality can mean different things for different products, such as durability, precision, aesthetic appeal, and so on. What does quality mean for the
4. Sometimes marketers seem to stick with the same pack- aging ideas year after year regardless of whether they are the best possible design. Following is a list of products. For each one, discuss
5. Assume that you have been recently hired by Kellogg, the cereal manufacturer. You have been asked to work on a plan for redesigning the packaging for Kellogg's cereals. In a role-playing
1. Go to a typical supermarket in your community. In any supermarket in any town, you will surely find exam- ples of all the different types of brands discussed in this chapter: individual brands,
2. Select two product categories of interest to you: ice cream, cereal, laundry detergent, soup, paper products, and so on. In any supermarket in any town, you will surely find exam- ples of all the
3. Make a list of the brands available in each product cat- egory. Identify what type of brand each is. Count the number of shelf facings (the number of product items at the front of each shelf) for
4. Arrange to talk with the store manager at a time that is convenient with him or her. Ask the manager to discuss the following:a. How the store decides which brands to carryb. Whether the store is
5. Present a report to your class on what you learned about the brands in your two product categories. In any supermarket in any town, you will surely find exam- ples of all the different types of
1. What is a patent? What can be patented? As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining patents and legal protection for their brands with
2. Who may apply for a patent? Can foreign individuals or companies obtain a U.S. patent? Explain. As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining
3. What happens if someone infringes on a patent? As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining patents and legal protection for their brands with
4. What does the term patent pending mean? As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining patents and legal protection for their brands with
5. What is a trademark? What is a service mark? As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining patents and legal protection for their brands with
6. Who may file a trademark application? Do firms have to register a trademark? Explain. As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining patents and
7. What do the symbols TM, SM, and mean? As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining patents and legal protection for their brands with
8. What are the benefits of federal trademark registration? As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining patents and legal protection for their
9. What are common-law rights regarding trademarks? As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining patents and legal protection for their brands
10. How long does a trademark registration last? How long does a patent last? As we discussed in this chapter and in Chapter 8, compa- nies protect their products by obtaining patents and legal
11. How would you evaluate the Patent and Trademark Office Web site? Was it easy to navigate? Was it useful? What recommendations do you have for improving the Web site? As we discussed in this
1. What is the decision facing Sony? Sony has created many popular brands, including Walkman, Trinitron television, and PlayStation. Sony enjoys a reputation for some of the best consumer electronics
2. What factors are important in understanding this decision situation? Sony has created many popular brands, including Walkman, Trinitron television, and PlayStation. Sony enjoys a reputation for
3. What are the alternatives? Sony has created many popular brands, including Walkman, Trinitron television, and PlayStation. Sony enjoys a reputation for some of the best consumer electronics
4. What decision(s) do you recommend? Sony has created many popular brands, including Walkman, Trinitron television, and PlayStation. Sony enjoys a reputation for some of the best consumer
5. What are some ways to implement your recommendation? Sony has created many popular brands, including Walkman, Trinitron television, and PlayStation. Sony enjoys a reputation for some of the best
Define consumer behavior and explain why consumers buy what they buy.
2 Describe the prepurchase, purchase, and postpurchase activities that consumers engage in when making decisions.
Show how situational factors at the time and place of purchase influence consumer behavior.
5 Explain how consumers' relationships with other people influence their decision-making processes.
Show how the Internet offers consumers opportunities to participate in consumer-to-consumer marketing.
3. What are the steps in the consumer decision process?
5. What is motivation? What is the role of motivation in consumer behavior?
6. What is behavioral learning? What is cognitive learn- ing? How is an understanding of behavioral and cogni- tive learning useful to marketers?
9. How do culture and subculture influence consumer behavior? What is the significance of social class to marketers?
10. What are reference groups, and how do they influence consumers? What are opinion leaders?
11. How does the physical environment influence con- sumer purchasing behavior?
12. What is consumer-to-consumer (C2C) e-commerce? What are virtual communities, gaming, chat rooms, boards, and blogs and how are they related to con- sumer behavior?
1. Demographic or cultural trends are important to mar- keters. What are some current trends that may affect the marketing of the following products?a. Housingb. Foodc. Educationd. Clothinge. Travel
4. Millions of Americans and consumers around the globe use C2C e-commerce to supplement their incomes or as their primary source of income. What do you think of the future of sites such as eBay?
5. Retailers often place impulse purchase items such as magazines and candy bars near the entrance to the store or near the checkout area. How would you describe the decision process for these
6. In different cultures, perceptions about the proper roles for men and women, that is, gender roles, can vary greatly. What are some ways you think gender roles may differ in the following
7. We noted in this chapter that consumers often use country-of-origin as a heuristic to judge a product. Sometimes this tendency can backfire: While one study found that around the world, "the
9. Online games like The Sims and EverQuest attract thou- sands of people around the world, many of whom spend virtually all their free time hunched over their computer keyboards. Advocates of online
1. Assume that you are the vice president of marketing for an automaker. You know that internal factors such as perception, motivation, learning, attitudes, and person- ality influence consumers'
2. This chapter indicated that consumers go through a series of steps (from problem recognition to postpur- chase evaluation) as they make purchases. Write a detailed report describing what you would
4. Sometimes advertising or other marketing activities cause problem recognition by showing consumers how much better off they would be with a new product or by pointing out problems with products
5. Assume that you are a marketing manager for a major hotel chain with outlets in major tourism sites around the world. You are concerned about the effects of cur- rent consumer trends, including
1. With several other members of your class, select one of the following product categories (or some other prod- uct of your choice): Hairstyling Large appliances such as refrigerators or washing
2. Visit three stores or locations where the product may be purchased. (Try to select three that are very different from each other.) Observe and make notes on all the elements of each retail
3. At each of the three locations, observe people purchas- ing the product. Make notes about their characteristics (e.g., age, race, gender, and so on), their social class, and their actions in the
4. Prepare a report for your class describing the situa- tional variables and individual consumer differences between the three stores and how they relate to the pur- chase of the product.The purpose
5. Present your findings to your class. The purpose of this miniproject is to increase your under- standing of the roles of personal, social, and situational fac- tors in consumer behavior.
1. What is the overall reason for the site's existence? Visit two or three virtual communities such as the ones listed in this chapter's discussion of C2C e-commerce. Based on your experience, answer
2. What is your overall opinion of the site? Visit two or three virtual communities such as the ones listed in this chapter's discussion of C2C e-commerce. Based on your experience, answer the
3. What type of consumer do you think would be attracted to the site? Visit two or three virtual communities such as the ones listed in this chapter's discussion of C2C e-commerce. Based on your
4. How easy or difficult is it to navigate each site? Visit two or three virtual communities such as the ones listed in this chapter's discussion of C2C e-commerce. Based on your experience, answer
1. Make a list of the many things you need to know about consumers of your product and how they make product decisions so you can develop successful marketing strategies? An important key to success
2. What are some ways you might go about gathering that information? An important key to success for marketers is understanding consumers and how they go about selecting the products they buy. Pick a
3. How could you use that information in developing suc- cessful marketing strategies?An important key to success for marketers is understanding consumers and how they go about selecting the products
1. What is the decision facing Facebook.com? When is the last time you were on Facebook? If you are a typical college student, it probably was sometime within the last 24 hours. In fact, so many
2. What factors are important in understanding this decision situation? When is the last time you were on Facebook? If you are a typical college student, it probably was sometime within the last 24
3. What are the alternatives? When is the last time you were on Facebook? If you are a typical college student, it probably was sometime within the last 24 hours. In fact, so many people check their
4. What decision(s) do you recommend? When is the last time you were on Facebook? If you are a typical college student, it probably was sometime within the last 24 hours. In fact, so many people
5. What are some ways to implement your recommendation? When is the last time you were on Facebook? If you are a typical college student, it probably was sometime within the last 24 hours. In fact,
Describe the general characteristics of business-to-business markets
2 Explain the unique characteristics of business demand.
3 Describe how business or organizational markets are classified
Explain the business buying situation and describe business buyers.

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