Questions and Answers of Marketing Research 13th

Describe relationship marketing and the four types of referral marketing.
Explain the two ways infomercials are presented as parts of a direct response program.
Explain how response lists and compiled lists are used in direct mail programs.
What is direct response marketing?
What is meant by the term share of customer?
What is customer relationship management?
Describe a frequency program.
What are the keys to an effective permission marketing program?
Describe a permission marketing program. What are the key benefits of this approach?
What is trawling?
Explain how consumer profile information is used when sending communications to customers.
In location data tracking, what is meant by the term“hashed”?
How might a financial institution cluster their customers?
How do you calculate the cost of acquiring a new customer?
What is the purpose of customer preference profiles?
Why are customer email addresses so useful?
Give examples of data and analyses that can be found in a standard marketing data warehouse.
What is the primary benefit of database marketing?
Access Ugg’s website at www.uggaustralia.com. Evaluate the website in terms of its effectiveness, freshness, and the use of alternative marketing methods. What traditional marketing methods did you
Describe in your own words each of the forms of alternative marketing listed in Figure 10.1. Suppose your best friend has a band that has been playing at the local nightclubs for the last three
Red Bull’s marketing team believes that staying with alternative approaches best fits its image. As you think about all of the alternative marketing methods and alternative media, what suggestions
Are there ways to build brand communities around Red Bull? What role might Twitter, Digg, or Facebook play in supporting such communities?
What role should traditional media play in Red Bull’s future, especially when compared to alternative media?
Visit Red Bull’s website (www.redbull.com) and identify the alternative media venues used by Red Bull’s marketing team.
What alternative marketing methods does Red Bull use?
Is there a potential overlap between the brand community for Tiger Balm and the cricket community? Describe the ways that Tiger Balm’s marketing department could build and enhance the relationship
Identify any opportunities for product placements for Tiger Balm products.
Describe a possible guerrilla marketing campaign for Tiger Balm.
Propose an integrated lifestyle marketing program for Tiger Balm products based on a tie-in with a chosen sporting activity. Include both traditional and nontraditional promotional tools.
To support the UK launch of Sage Appliances, designed by the renowned chef Heston Blumenthal, the agency iD (www.idagency.com) recruited 40 in-store demonstrators. Their efforts succeeded in
Use an internet search engine to locate two agencies that offer in-store marketing. For each agency discuss the services provided and identify some of the agencies’clients. Use screenshots to
Somo is a new breed of agency that embraces and develops new technology and approaches to marketing.Access the agency’s website at www.somo global.com. What information is available on the website?
Explain the difference between lifestyle marketing and experiential marketing. Suppose you have been hired as an intern for a new brand of energy drink.Go to the internet and locate an agency that
Type “guerrilla marketing” into an online search engine. Find two agencies that offer guerrilla marketing services. Describe what types of services each offers. Go to an article database and type
Access the Word of Mouth Marketing Association website at womma.org. What features did you find on the site? What resources are available? What benefits does the site provide to a business? Is there
Access women.igda.org. What is your opinion of this website? How can it be beneficial to a marketing manager?How can it be beneficial to females who want to pursue video game design? Go to the parent
Grassroots Advertising (www.grassrootsadvertising.com/) positions itself as a one-stop shop for guerrilla marketing. They have been operating for around 30 years and have come up with new ways of
Type “buzz marketing” into an online search engine.Find two advertising agencies or marketing agencies that offer buzz marketing expertise. What types of buzz marketing services does each
Every country or region will have a creative advertising agency that tries to break the mould.They are the marketing and advertising innovators pushing the boundaries all the time. Do they push the
Think about point-of-purchase displays. Do they impact your purchases? Why or why not? Describe the most effective point-of-purchase displays for you personally. Why are they effective? Describe the
Look at the graph in Figure 10.11. Rank each of the items in the graph from most effective to least effective for you personally as it relates to purchasing clothes. Justify your ranking.
Describe in your own words the various types of video game advertising listed in Figure 10.10. Suppose you have a marketing internship with Pizza Hut.Discuss the pros and cons of each method of video
Do you play video games? If so, approximately how many hours a month do you play games (including online games)? What advertising have you noticed in the games? How effective was the advertising?
Explain the difference between product placement and branded entertainment. Do you personally notice product placements in television shows or movies?Why or why not? Identify the factors that make
Find a movie or television show that you have already watched and enjoyed. Watch it again, but this time, make a list of all of the product placements in the file. Identify if each was a prominent
Can you think of a lifestyle marketing program or an experiential marketing campaign that you encountered?What was your reaction? Was the approach effective? Why or why not? What about with other
Describe the primary differences between guerrilla marketing and traditional marketing. Imagine being approached by the owner of a small clothing boutique.She has heard about guerrilla marketing and
Discuss the difference between buzz marketing and stealth marketing. If you were hired as a marketing manager for a local business, would you support a stealth marketing campaign? Why or why not?
Many consumer websites feature reviews with a number of stars. These are peer reviews by previous customers. Are you influenced by these types of reviews? Do you think they are genuine?
Describe in your own words each of the alternative marketing strategies listed in Figure 10.1. Suppose you are a marketing intern at the Five Star Fitness Center. Discuss the pros and cons of each
Think about a product category where you have a high knowledge of the various brands. Pick one of the major brands. Discuss the characteristics the brand would want for a brand advocate, ambassador,
Is the use of alternative media growing or declining in international markets? Explain why.
What should a company’s marketing team do to assist in the development and growth of brand communities?
What is a brand community?
How have new technologies changed some forms of point-of-purchase advertising?
What is point-of-purchase advertising? Why is it important?
What new in-store marketing tactics are being utilized?
What is in-store marketing? Why is it important?
Describe the forms of video game advertising, including advergames.
Identify the alternative media venues described in this chapter.
What are product placements and branded entertainment?What do they have in common?
How do consumer lifestyles create potential target groups?
What are the fundamental requirements of guerrilla marketing in order for it to work?
What is guerrilla marketing? How does it differ from traditional marketing?
The Word of Mouth Marketing Association provides guidelines for companies. What are they?
What does a brand ambassador do and what are the controls?
What is a sponsored consumer?
What is needed to create alternative marketing programs by marketers?
Describe in your own words each of the social media strategies (see Figure 9.8). Suppose you are a marketing intern for a minor league baseball team located in your region. Identify the pros and cons
Discuss the current trends of consumer video-sharing. Examine reasons brands have become involved in social media marketing. For each of the trends you identify, elaborate on ways brands can use
Which social media marketing strategies should Post-it’s team use? Provide justification for your response.
Would social listening be of value to Post-it’s marketing team? If so, how? If not, why not?
What were the marketing objectives of the “Go ahead”campaign?
How could consumers, fans, and the company take advantage of new video-posting technologies to promote the Post-it brand?
Which social media sites are best suited to this type of promotional campaign? Why?
How can Amoy overcome any potential language difficulties when they roll out their social media campaign to a global audience?
Amoy has not really developed an influencer marketing campaign.In the roles of a specialist advisor, suggest how they should approach this type of campaign.
Which of the key social media strategies listed in Figure 9.8 have been pursued by Amoy?
How would you assess the effectiveness of the Amoy cooking competition campaign?
Which social media platforms should Amoy focus on to “attract a larger fan base”?
Use a search engine to locate an example of a viral marketing campaign. Evaluate the viral marketing.Was it effective? Why or why not? Provide a link to the viral campaign and a screenshot.
Figure 9.8 identifies strategies brands can use with social media. Describe each of the strategies in your own words. Find an example of each strategy in social media not described in the textbook.
Choose one of the following product categories. Select two prominent brands from that category. Access each brand’s website and social media links. Compare and contrast the information provided for
South America’s fascination with social media is growing fast. Businesses across South America are realizing the value of having a social media presence. Argentina, Columbia, Brazil, Chile,
Brand managers often become excited when something the company posts on the Internet goes viral and spreads like wildfire among consumers. What factors contribute to a brand’s posting going viral?
Have you made brand purchases based on comments made on social media? Why or why not? Provide specific details. Have you decided against purchasing a particular brand based on comments on social
Describe the current trends of consumer video-sharing.For each trend, discuss your personal experience of sharing, creating, or watching a video. Which trend or trends impact you? Why?
A local pizza chain with nine restaurants has asked for your help in designing a social media strategy. Discuss the pros and cons of each of the primary social media platforms (Facebook, Instagram,
Compare and contrast the social media sites Facebook, Instagram, Twitter, Pinterest, and YouTube. Discuss ways they are similar and ways they are different.Describe your level of involvement with
Suppose you were in charge of the social media for your college. Discuss the pros and cons of each of the social media platforms presented in the chapter (Facebook, Instagram, Pinterest, Twitter, and
Describe real-time marketing.
Examine Runza’s website again. Make a list of ten words that could be used for a search engine optimization program. Rank the words in order from what you think would be the best search terms to
Design a banner ad for Runza Restaurants.
Explain how behavioral targeting would be useful to an individual Runza Restaurant manager. Design a behavioral targeting program that could be used by Runza.
Discuss how location-based advertising could be valuable to an individual Runza Restaurant manager.Which form of geo-targeting would you use? Why?
Explain how the Runza Restaurant could use mobile marketing. Provide details.
What types of cyberbaits do you see on the Runza website?Give specific examples of each.
Access Runza Restaurant’s website at www.runza.com.Describe the content on the site. Examine the characteristics of successful e-commerce sites given in the chapter. Discuss each characteristic as
Describe the tactics you would use to make the best use of search engine optimization for Ski and Snowboard Specialists.
Would a blog be useful for Ski and Snowboard Specialists?If so, how? If not, why not?

Showing 400 - 500 of 1305