Questions and Answers of Marketing Real People Real Choices

5 Explain the roles in the business buying center.
1. How do business-to-business or organizational mar- kets differ from consumer markets? How do these dif- ferences affect marketing strategies?
2. Explain what is meant by derived demand, inelastic demand, fluctuating demand, and joint demand.
3. How are business-to-business markets generally classi- fied? What is the NAICS?
4. Describe new-task buys, modified rebuys, and straight rebuys. What are some different marketing strategies called for by each?
5. What are the characteristics of business buyers?
9. What is single sourcing? Multiple sourcing? Outsourcing?
10. Explain how reciprocity and reverse marketing operate in business-to-business markets.
11. Explain the role of intranets, extranets, and private exchanges in B2B e-commerce.
6. In this chapter, we discussed how Siebel Systems has a reference program in which previous purchasers of products are encouraged to share their experiences with a product with potential new
7. Some critics complain that outsourcing sends much- needed jobs to competitors overseas while depriving American workers of these opportunities. Should a company consider this factor when deciding
1. As a director of purchasing for a firm that manufactures motorcycles, you have been notified that the price of an important part used in the manufacture of the bikes has nearly doubled. You see
2. Assume that you are the marketing manager for a small securities firm (a firm that sells stocks and bonds) whose customers are primarily businesses and other organizations. Your company has so far
3. Assume you are a sales manager for a firm that is a dis- tributor of hospital equipment and supplies. Your com- pany offers its customers a wide range of products- everything from disposable
1. Select an industry of interest to you and use the NAICS information found on the Internet (www.census.gov/ pub/epcd/www/naics.html) or in your library.a. What are the codes for each of the
2. Locate the U.S. Industrial Outlook or Standard & Poor's Industry Surveys in your library to find the answers to the following:a. What was the value of industry shipments (sales) for the United
3. The U.S. Census Bureau publishes a number of eco- nomic censuses every five years covering years ending in the digits 2 and 7. These include the following publi- cations: Census of Retail Trade,
4. Ward's Business Directory provides useful industry- specific information. Use it to find the names and addresses of the top four public companies in the industry and their sales revenues.
5. Compact Disclosure provides information from company annual reports on CD-ROM. Use it to pro- vide the following for the four companies listed in question 4:a. Income statementsb. Net sales, gross
6. The Statistical Abstract of the United States provides information on the economic, demographic, social, and political structures of the United States. It provides data on the sales of products in
1. Who are PPG/Intercept's main competitors? PPG isn't the only company that makes glass like Intercept. Visit PPG's Web site (www.ppg.com). Then explore the Web sites of one or more other similar
2. In general, how do the competitors' Web sites compare with PPG's? Which are easier to navigate, and why? Which are more innovative and attractive, and why? PPG isn't the only company that makes
3. Evaluate each site from the perspective of a building- construction manager. What feature in each site would be useful? What information is available that a man- ager might need? Overall, which
1. What key elements of the organizational market (the grocer) must the product's manufacturer plan for to market it successfully to the grocer? As you have learned, business-to-business marketing,
2. How do the elements identified in question 1 differ from how it is marketed to you as an end user? As you have learned, business-to-business marketing, or market- ing to organizational markets, is
3. In the case of the product you selected, which market is more important (the grocer or you), and why? As you have learned, business-to-business marketing, or market- ing to organizational markets,
1. What is the decision facing Airbus? The competitive world of airplane building pits two rivals, Boeing and Airbus, against one another. In the most recent calendar year, Airbus won the battle for
2. What factors are important in understanding this decision situation? The competitive world of airplane building pits two rivals, Boeing and Airbus, against one another. In the most recent calendar
3. What are the alternatives? The competitive world of airplane building pits two rivals, Boeing and Airbus, against one another. In the most recent calendar year, Airbus won the battle for total
4. What decision(s) do you recommend? The competitive world of airplane building pits two rivals, Boeing and Airbus, against one another. In the most recent calendar year, Airbus won the battle for
5. What are some ways to implement your recommendation?The competitive world of airplane building pits two rivals, Boeing and Airbus, against one another. In the most recent calendar year, Airbus won
Explain how marketers develop a targeting strategy
Explain how marketers increase long-term success and profits by practicing customer relationship management.
3. Explain consumer psychographic segmentation.
4. What is behavioral segmentation?
9. What is CRM? How do firms practice CRM?
10. Explain the concepts of share of customer, lifetime value of a customer, and customer equity.
. Some critics of marketing have suggested that market segmentation and target marketing lead to an unneces- sary proliferation of product choices that wastes valu- able resources. These critics
2. One of the criteria for a usable market segment is its size. This chapter suggested that to be usable, a seg- ment must be large enough to be profitable now and in the future and that some very
3. Anheuser-Busch Inc. recently created a new division ded- icated to marketing to Hispanics and announced it would boost its ad spending in Hispanic media by two-thirds, to more than $60 million,
4. Assume that a firm hires you as marketing manager for a chain of retail bookstores. You feel that the firm should develop a CRM strategy. Outline the steps you would take in developing that
3. Analyze the data from your research and identify the different potential segments.
5. Generate several ideas for how the marketing strategy might be different for each segment based on the pro- files. Develop a presentation (or write a report) outlin- ing your ideas, your research,
1. How has VALS2TM been used by various SRI clients?In this chapter, we learned about VALS2TM, a popular mar- ket segmentation system developed by SRI International. Visit the SRI Web site
2. Describe GeoVALSTM and Japan-VALST. What are some ways these segmentation systems might be used by organizations? In this chapter, we learned about VALS2TM, a popular mar- ket segmentation system
3. What is your opinion of the VALS2TM Web site? Whom do you think SRI is targeting with its site? Do you think the site is an effective way to promote its product to potential customers? What
1. What market segmentation approaches do you believe are most relevant for your chosen product given the type of product it is? Why do you recommend these over other possible approaches? Check out a
2. Describe the top three target markets for the product you selected. What makes these particular targets so attractive? Check out a Web site for a company that manufactures a product that you like
3. From your review of the Web site as well as your knowledge of the product, write out a positioning statement for the product. Keep it to a few sentences; start out with "Product X is positioned
4. In what ways could CRM help the company conduct suc- cessful target marketing and positioning of the product?Check out a Web site for a company that manufactures a product that you like and are
1. What is the decision facing Oracle? CRM-customer relationship management-is quickly becoming a standard of operation for companies that want to do great target marketing and positioning and
2. What factors are important in understanding this decision situation? CRM-customer relationship management-is quickly becoming a standard of operation for companies that want to do great target
3. What are the alternatives? CRM-customer relationship management-is quickly becoming a standard of operation for companies that want to do great target marketing and positioning and develop closer
4. What decision(s) do you recommend? CRM-customer relationship management-is quickly becoming a standard of operation for companies that want to do great target marketing and positioning and develop
5. What are some ways to implement your recommendation?CRM-customer relationship management-is quickly becoming a standard of operation for companies that want to do great target marketing and
1 Explain the layers of a product.
2 Describe the classifications of products.
6. List and explain the steps in developing new products.
9. List and explain the categories of adopters.
10. What product factors affect the rate of adoption of innovations?
11. Explain how organizations may differ in their willing- ness to buy and use new industrial products.
4. Consider the differences in marketing to consumer markets versus business markets. Which aspects of the processes of product adoption and diffusion apply to both markets? Which aspects are unique
1. Assume that you are the director of marketing for a major cell-phone manufacturer. Your company has just developed a new product that does everything but tap dance. How would you go about
2. Assume that you are employed in the marketing department of a firm that is producing a hybrid automobile. In developing this product, you realize that it is important to provide a core product, an
1. Create (in your mind) a new product item that might be of interest to college students such as yourself. Develop a written description and possibly a drawing of this new product. What product
5. What are some ways to implement your recommendation? Do you know where your information is being stored? We're not talking about just any information but personal information, like your name,
4. What decision(s) do you recommend? Do you know where your information is being stored? We're not talking about just any information but personal information, like your name, address, phone number,
3. What are the alternatives? Do you know where your information is being stored? We're not talking about just any information but personal information, like your name, address, phone number, date of
2. What factors are important in understanding this decision situation? Do you know where your information is being stored? We're not talking about just any information but personal information, like
1. What is the decision facing Acxiom? Do you know where your information is being stored? We're not talking about just any information but personal information, like your name, address, phone
5. Design an appropriate sampling plan. Select a company that produces a product that you use and with which you are familiar. For the company to make deci- sions about developing new products and
4. How will you ensure high validity, reliability, and rep- resentativeness of the data? Select a company that produces a product that you use and with which you are familiar. For the company to make
2. Show this new product description to a number of your fellow students who might be users of the prod- uct. Ask them to tell you what they think of the prod- uct. Some of the questions you might
3. What is the most appropriate way to collect the data? Justify your choice. Select a company that produces a product that you use and with which you are familiar. For the company to make deci-
2. What type of research design do you recommend for addressing that problem, and why? Select a company that produces a product that you use and with which you are familiar. For the company to make
1. Define one specific problem it could address through marketing research. Select a company that produces a product that you use and with which you are familiar. For the company to make deci- sions
4. What is your opinion of the different Web sites you used? How useful are they to marketers? How easy were they to navigate? Was there information that you wanted that was not available? Was there
3. How does the city or county compare to the demo- graphic characteristics of the entire U.S. population?The U.S. Census Bureau provides tabled data for cities and counties across the nations at its
2. Describe the population of the area in terms of age, income, education, ethnic background, marital status, occupation, and housing.The U.S. Census Bureau provides tabled data for cities and
1. What is the total population of the city or county? The U.S. Census Bureau provides tabled data for cities and counties across the nations at its site, www.census.gov. On the home page, click on
4. Write a report (or develop a class presentation) that includes four parts:a. Introduction: a brief overview of the business and the problem studiedb. Methods: the type of research used, the
3. Conduct the research. The purpose of this miniproject is to familiarize you with marketing research techniques and to help you apply these techniques to managerial decision making.
2. Develop a plan for the research.a. Define the problem as you will study itb. Choose the type of research you will usec. Select the techniques you will use to gather datad. Develop the mode and
1. With a group of three other students in your class, select a small retail business or fast-food restaurant to use as a "client" for your project. (Be sure to get the manager's permission before
4. For each of the topics you selected in item 3, how might a more passive (observation) approach be used to support the communication methods employed?
3. Your marketing research firm is planning to conduct surveys to gather information for a number of clients. Your boss has asked you and a few other new employ- ees to do some preliminary work. He
2. As an account executive with a marketing research firm, you are responsible for deciding on the type of research to be used in various studies conducted for your clients. For each of the following
1. Your firm is planning to begin marketing a consumer product in several global markets. You have been given the responsibility of developing plans for marketing research to be conducted in South
8. Consider the approach to tracking consumers' expo- sure to promotions via portable people meters, or PPMs. How would you feel about participating in a study that required you to use a PPM? What
7. One unobtrusive measure mentioned in this chapter involved going through consumers' or competitors' garbage. Do you think marketers should have the right to do this? Is it ethical?
6. Many consumers are concerned about online tracking studies and their privacy. Do consumers have the right to "own" data about themselves? Should governments limit the use of the Internet for data
5. Sometimes firms use data mining to identify and aban- don customers who are not profitable because they don't spend enough to justify the service needed or because they return a large proportion
4. What is your overall attitude toward marketing research? Do you think it is a beneficial activity from a consumer's perspective? Or do you think it merely gives marketers new insights on how to
Develop a report based on what you found. Include your recommendations for changes in the product and your feelings about the potential success of the new product. What product characteristics do
3. Are you willing to divulge personal information to marketing researchers? How much are you willing to tell, or where would you draw the line?
2. Do you think marketers should be allowed to conduct market research with young children? Why or why not?
1. Some marketers attempt to disguise themselves as mar- keting researchers when their real intent is to sell some- thing to the consumer. What is the impact of this prac- tice on legitimate
10. What important issues must researchers consider when planning to collect their data online?
9. What is a cookie? What ethical and privacy issues are related to cookies?
8. What is a cross-tabulation? How are cross-tabulations useful in analyzing and interpreting data?

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