Questions and Answers of Marketing Research 13th

What is greenwashing?
What are the dangers if a business overplays its charity work?
Why would a business pay to have the logo of a charity on their letterhead or website?
In the area of social responsibility, what is purpose marketing or pro-social marketing?
Once public relations have identified likely stakeholders, what happens next?
In PR terms, what are hits? How are they assessed and handled by PR people?
How is PR work split when an agency is used?
Should public relations be an integral part of the overall marketing effort? Provide some reasons why this should not be the case. Give an alternative solution to the question.
The Rawlings Sports Equipment Company plans to increase sales of baseball gloves this season. The company intends to use a coupon program. Discuss the pros and cons of each method of coupon
In your own words describe each of the sampling methods listed in Figure 12.5. Suppose you are a marketing intern for Maxwell House and that Maxwell House has developed three new flavors of coffees.
From your answer to the preceding question, pick one of the promotions you feel is the best to reach the designated target market. Design a newspaper ad using that promotion. Be sure to include
Suppose you are the vice president of marketing at Academy Sports + Outdoors. Examine the list of consumer promotions shown in Figure 12.1. Discuss the pros and cons of each promotion if the target
For each of the target markets identified in the preceding question, what types of consumer promotions should Academy Sports + Outdoors offer? Justify your response.
What are the primary target markets for Academy Sports+ Outdoors?
How can the effectiveness of sales promotion be measured?
Visit the Dulux trade website at http://dulux.tradede corating.co.uk/index.jsp. What benefits does the website offer to the trade professional?
What role can online competitions play in the Dulux marketing communications strategy?
How can sales promotion help to differentiate the Dulux brand from store own brands?
How can sales promotion help to grow sales of Dulux paint through DIY trade outlets?
What is the role of specialist trade fairs in the Dulux marketing communications strategy?
What are the potential disadvantages of offering money off coupons for the Dulux brand?
What are the benefits of offering a paint sampling service?
Use a search engine to find your country- or regionspecific version of the websites for Apple, Samsung, and Toshiba. What promotions are they running at the moment? Are these promotions in
Examine the following websites. Identify all of the promotions offered on the site. Provide a screenshot of each promotion you see. What are the objectives of each consumer promotion? Do the
UK Competitions (www.ukcompetitions.com) is one of several UK-based websites that list and provide links to a wide range of current competitions open to UK consumers. Research your own country or
Coupons remain a popular form of consumer promotions.Access the following Hong Kong websites.What are the advantages and disadvantages of each one to a consumer? How do the websites impact
Consumer environmental consciousness has begun to drive brands to consider multi-purpose packaging to help make the brand more appealing. The ideal situation is to get a second use out of containers,
Interview three people who have lived in another country about the use of consumer promotions in those countries. Make a list of those promotions that are heavily used and those that are not used.
Consumers can be divided into four categories based on how they respond to consumer promotions (Figure 12.8). Explain in your own words the characteristics of each group. You are a marketing intern
Consumers can be divided into four broad categories in terms of how they respond to consumer promotions:promotion prone, brand loyal, price sensitive, and brand preference. Identify two services or
Sales promotions that are allowed in your own country may not necessarily be allowed in all of the countries in your region. The situation may also be reversed. Compare and contrast the range in two
How often do you enter contests or sweepstakes?What was the last contest you entered? Why did you enter? Discuss the importance of extrinsic and intrinsic rewards in entering contests and
Explain the difference between a contest and a sweepstakes and the difference between extrinsic and intrinsic rewards. The Toggery, a local upscale clothing boutique, wants to use a contest or
To maintain a strong brand image, Imagine magazines’marketing team decides to use a premium for each of its magazine brands. What type of premium would you suggest for Imagine for each of the
Lush Cosmetics (www.lush.com) is growing fast and wants to boost sales even further. The company intends to use a coupon program. Discuss the pros and cons of each method of coupon distribution
Design a magazine advertisement with a detachable coupon or premium for one of the following Singapore products. Be sure to put an expiration date and other restrictions on the use of the coupon or
Refer to the list of consumer promotions in Figure 12.1. Discuss each one in terms of your personal usage. Which ones do you use? How often? Why?
Describe in your own words the basic concept of each of the consumer promotions listed in Figure 12.1. Suppose Sonic hired you as a marketing intern.Discuss each of the consumer promotions in terms
The teen and preteen market segments are important because people that age are developing buying habits that marketers hope will turn into brand loyalty later in life. CVS sells established brands
What problems must be overcome when developing international sales promotions programs?
Describe how to effectively utilize trade promotions.
How can a cooperative advertising program benefit both a manufacturer and a retailer?
How are premiums or bonus packs used as trade incentives?
Describe a cooperative merchandising agreement.
What are the main types of trade incentives?
How does the spiff money relate to trade contests?
What complications are associated with trade allowances?
Who are the targets of consumer promotions in most cases?
What is a slotting fee? An exit fee?
What are the major types of trade allowances?
What four categories of consumers can be associated with consumer promotions?
What is an overlay? A tie-in?
What benefits and problems are associated with price-off tactics?
What are the benefits of offering bonus packs?
What benefits and problems are associated with sampling?
What are the primary types of samples?
How is a refund different from a rebate?
What are the two usual factors that influence whether someone enters a competition?
What are the circumstances or requirements for a premium program to work?
What is an on- or in-package premium?
What is the purpose of an instant redemption coupon?
What is a premium? What types of premium programs can companies use?
What is meant by the term “freestanding insert”?
What are the sales promotion objectives for new products or services?
Define sales promotion. What are the two main categories of sales promotions?
In your own words describe each of the methods of handling objections and closing sales presented in this chapter.Go to YouTube and locate two videos, one that discusses handling objections and the
Discuss the pros and cons of each of the closing methods in personal selling in relation to a couple who are hesitant to purchase a vacation to one of the Caribbean islands.
Discuss the pros and cons of each of the methods of handling objections in personal selling in relation to a couple who are hesitant to purchase a vacation to one of the Caribbean islands.
What personal selling tactics are most important to travel agency employees as they work with customers and potential customers?
Discuss each of the direct response marketing techniques in relation to marketing travel agencies.
How could data-driven marketing programs, including permission marketing, frequency programs, and customer relationship management systems, be useful to travel agencies?
What methods for overcoming objections would best serve Salon Sensational when selling hair care products?
What types of personal selling tactics should stylists use?Which should not be used? Why?
Which direct response marketing programs would be helpful to Jennifer? How would they be of value? Explain how Jennifer could use each to increase purchase frequencies and visits to her salons.
Once the database is built, what database-driven marketing communications should Salon Sensational send out to individuals in its database?
Suppose Jennifer wants to start a loyalty card program to build her database. Design a flyer that could be handed to customers of the salons encouraging them to join the loyalty program.What benefits
Identify the types of data Jennifer should collect from her customers and how she could obtain it.
In your own words describe each of the methods of handling objections and closing sales presented in this chapter. Go to YouTube and locate two videos, one that discusses handling objections and the
Use the internet to find three companies or organizations that offer advice to salespeople. Write a report about the methods the sites suggest and how those tactics compare to the materials presented
Suppose you are the marketing manager for a chain of clothing stores opening in your country that is aimed at the youth market. Select five different database agencies you could purchase likely leads
Sending out cold emails is just as bad as making cold sales calls; it rarely does a business much good to contact potential customers that they have never had a relationship with in the past. So what
Gulf News distributes some 75 million copies per year across the United Arab Emirates. Each day, 120,000 copies are distributed, mainly to households and offices.This makes the newspaper one of the
A shock decision in 2015 saw the European courts judge that U.S. corporations could no longer legally hold CRM data on European customers. Data aggregators such as Facebook, LinkedIn and Google,
According to the Economist Intelligence Unit, the Chinese retail market is expected to be worth $8 trillion by 2022, double the worth of the U.S. retail market.In 2015, Chinese consumers spent more
Describe each of the database marketing communications methods identified in the chapter. Go to the website of Sole Rebels (www.solerebels.com). Discuss each of the database-driven marketing
Agencies such as Selligent (www.selligent.com) suggest that personalized email marketing campaigns can generate an uplift of 600 percent in revenue.They point to the fact that personalized emails are
Pick a company that sells clothing. Go to the company’s website. What evidence do you see of database marketing and of personalization of the website?Use screenshots to illustrate your answer.
According to the Arabian Gazette, it is word-ofmouth marketing through referral networks that still remains the best approach to connect with customers across the Middle East region.34 Formal
Formal and staged sales presentations at hotels and other venues are fairly common across the world.How are the potential customers identified and persuaded to attend? What kinds of incentives are
Interview five individuals. Ask each person whether they have ever received any sales calls on either their landline or their mobile phone. If they have had such calls, have they ever bought anything
Examine the forms of direct response marketing shown in the graph in Figure 11.10. Which ones have you responded to in the past? Which ones are most likely to influence your purchase decisions? Which
Suppose you have been hired as a marketing intern for Centric Federal Credit Union and asked to develop a direct response marketing campaign. For each direct response marketing method, describe how
A primary reason for developing a frequency program is to encourage customers to be loyal to a business or brand. For each of the following products, discuss the merits of a frequency program. What
Karen’s Formal Dress is a retailer specializing in formal and wedding wear. She has a database with more than 3,000 names of individuals who have purchased or rented formal wear. She would like to
Hickory Outdoor is a retail store that sells fishing, hunting, camping, and other outdoor equipment and supplies, including various items for a number of outdoor sports. The company has built a
The Chic Shaque sells contemporary fashions, bedding, bath, gifts, and home décor items in its 14 stores. Explain each of the data coding processes of lifetime value, customer clusters, and location
Assume you are the account executive at a database marketing agency. A local music retailer with four stores has asked you to develop a database for the company. What information should be in the
What types of closing methods are available to salespeople?
Identify the four types of sales presentations typically used by sales reps.
What steps are involved in the personal selling process?

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