Questions and Answers of Marketing Research 13th

What are the common business-to-business market segments?
Describe usage segmentation and benefit segmentation.
What are the views of generation segmentation supporters?
List all of the segments of the VALS typology.
How does income and education link together in segmentation?
What does a “homogenous segment” mean?
In marketing terms, how do male preferences differ from female preferences?
What are the three approaches for consumer-orientated research?
Define market segment and market segmentation.
What is involved in product-specific research? How can it be used?
What three forms of market research are used to develop marketing communications?
Identify and define the factors that affect the amount of time consumers spend in conducting an external search.Suppose you wanted to purchase a boat (sailboat, powerboat, or fishing boat). Discuss
Describe each of the trends in the consumer behavior environment. Discuss the impact that each trend has on clothing purchases, especially current fashions.
What should Nevzat Aydin say to the team members whose preferred option is not chosen?This case solely provides material for class discussion. The author does not intend to illustrate effective or
How should Nevzat Aydin make the final choice, given such a great divergence in opinion exists?
Identify the factors that favor each team and the factors that are a challenge for the company.
Discuss the reasoning behind each team’s choice based on the information provided and the individual factors outlined in this chapter.
What should customers say to the selling community whose market is not chosen?It is often said that buying food grown at local farms is a better choice than buying from a supermarket or grocery
How should customers make final choices?It is often said that buying food grown at local farms is a better choice than buying from a supermarket or grocery store.But is this true? Many farmers forgo
Identify the factors that attract different types of customers to markets.It is often said that buying food grown at local farms is a better choice than buying from a supermarket or grocery store.But
Discuss the reasoning behind customers’ choices based on the information provided in this chapter.It is often said that buying food grown at local farms is a better choice than buying from a
A member of the buying center has been asked to gather information about possible shipping companies for international shipments. Visit the following websites. What companies have the most appealing
Brands will often focus on cognitive, affective, or conative triggers. In each of the following cases, identify which of the three is being used to appeal to consumers. Explain why.a. International
According to Nielsen, the majority of people are willing to pay more for foods with health attributes:94 percent in Latin America, 93 percent in Asia-Pacific, 92 percent in the Middle East and
Go to the authors’ website at clowbaack.net/video/ads.html. Watch the two advertisements for NOLA, The Times-Picayune. For each ad identify the component of attitude that you think is the primary
Go to the authors’ website at clowbaack.net/video/ads.html. Choose one of the television ads. Which component of an attitude is the primary focus of the ad?Justify your answer. Which consumer value
Almost everyone has an opinion about tattoos. Some attitudes are positive whereas others are negative. Few are neutral. Go to www.tattoos.com and examine the material there. Did this information
Consumers and businesses conduct external searches when they lack sufficient internal knowledge to make a wise decision. Assume you have $150,000 to $200,000 to spend on a sailboat. Locate four
Identify four brands you have used in a work environment that you also have purchased in your personal life. Discuss the dual channel marketing approach each of the brands use. Discuss the process
A purchasing agent for a clothing manufacturer is in the process of selecting vendors to supply the materials to produce about 30 percent of its clothes. The clothing manufacturer employs about 300
As a business and marketing advisor to a mediumsized business that tends to favor traditional forms of communication with their customers, outline how they could benefit from the communications
What are the discernible consumer buying trends in your own country? Choose a product or service category and examine how trends have changed over the past few years. What has influenced these
Pick two of the product categories below. Identify brands in your evoked set, inept set, and inert set for that product category. Explain the rationale for the placement of each of the brands.a.
Review the three methods of evaluating alternatives.Briefly explain each method. For each of the following product categories, which method of evaluation would you use for your next purchase? Explain
Study the list of personal values presented in Figure 3.3. Identify the five most important to you.Rank them from first to last. Beside each value, identify at least one product you have purchased to
Think about the ways you purchase products and consider a recent purchase that involved an external search. Discuss your ability to search, the need for cognition, your personal level of shopping
Examine the consumer decision-making process that is illustrated in Figure 3.1. Think of a recent high-involvement purchase you made that involved every step in the process. Discuss each of the
Compulsive buying and/or shopping takes place when a person becomes obsessed with making purchases, many of which are unnecessary or impractical. For college students and other individuals with
Describe dual channel marketing and explain why it is important to a company’s well-being.
Name the steps in the business-to-business buying process.
Describe the three main forms of business-to-business sales.
What organizational and individual factors affect members of the business buying center?
Name and describe the five roles played in a buying center.
What new trends in the consumer buying environment affect consumer purchasing decisions?
What is meant by affect referral? When is a person likely to rely on such a cognitive approach to evaluating purchasing alternatives?
In relation to an individual’s evoked sets, distinguish between inept and inert sets.
Why is repetition so important for marketing messages?Would they work without repetition?
Distinguish between cognitive and conative components as part of an assessment of consumer attitudes.Give examples of each.
What is “level of motivation” and what are the three factors that determine it?
What is the first step in the information search when a consumer decides that they need to make a purchase and there are alternatives open to them?
Look up each of the following brands on the internet. Discuss the image conveyed by each brand’s website. Describe the four tests of quality logos and brand names presented in the chapter. How well
Explain the difference between brand parity and brand equity. How does brand equity impact brand loyalty. Look through the list of top brands shown in Figure 2.16. Identify what you believe is the
If you were part of the senior management of JETCO, what would you suggest introducing in JETCO to maintain its market competitiveness?JETCO (Joint Electronic Teller Services Limited; 銀通 in
Apart from engaging university graduates and young working adults, are there any other specific demographic segment that JETCO may consider engaging?JETCO (Joint Electronic Teller Services Limited;
What initiatives did JETCO introduce to revamp its corporate identities? Why is this so important?JETCO (Joint Electronic Teller Services Limited; 銀通 in Chinese), established in 1982 by a bank
Compared to other industries, what are the specific challenges that ATM network operators may face when managing their brand?JETCO (Joint Electronic Teller Services Limited; 銀通 in Chinese),
An ATM network operator belongs to a stable industry. Why, then, did a major player like JETCO need to develop rebranding initiatives?JETCO (Joint Electronic Teller Services Limited; 銀通 in
Going forward, what tactics would you use to maintain and build the Massimo brand?In 1986, the first Gardenia loaf was produced in Malaysia.By 1990, the brand had become the leading supplier in
Do you think the efforts made by Robert Kuok were the most effective ways to launch the brand? Defend your answer.In 1986, the first Gardenia loaf was produced in Malaysia.By 1990, the brand had
How might social media affect perceptions of both the Gardenia and Massimo brands?In 1986, the first Gardenia loaf was produced in Malaysia.By 1990, the brand had become the leading supplier in
What brand problems did the Massimo brand create for the Gardenia brand?In 1986, the first Gardenia loaf was produced in Malaysia.By 1990, the brand had become the leading supplier in Malaysia,
Provide an analysis of the Gardenia brand. What factors shape perceptions of the brand in the eyes of Malaysian consumers?In 1986, the first Gardenia loaf was produced in Malaysia.By 1990, the brand
Look up each of the following brands on the internet. Discuss the image conveyed by each brand’s website. Describe the four tests of quality logos and brand names presented in the chapter. How well
Explain the difference between brand parity and brand equity. How does brand equity impact brand loyalty. Look through the list of top brands shown in Figure 2.16. Identify what you believe is the
Go to the authors’ website at clowbaack.net/video/ads.html. Watch a television ad for each of the financial banking institutions: JD Bank, Ouachita Independent Bank, Progressive Bank, and Centric
Go to the authors’ website at clowbaack.net/video/ads.html. Watch a television ad for each of the medical institutions: DuPage Medical Group, Terrebonne General Medical Center, and St. Francis
Conduct an internet search for brand logos. Identify five logos that you think are well designed. Screencapture the logos and explain what you think makes each logo effective. Identify five logos
Private labels provide a significant source of revenue for many retail stores and manufacturers. The Private Label Manufacturers’ Association promotes manufacturers that produce private labels.
Brand extensions and flanker branding are common strategies for large corporations. In each of the following cases, identify which strategy has been used by the business, and why this is the case:a.
The majority of the most influential and successful brand image specialists have offices across the world.They operate in multiple cultures and languages.According to The Branding Journal, the
According to Kantar Millwood Brown (www.mill wardbrown.com), the top four Chinese brands are Tencent, China Mobile, Alibaba and ICBC. Examine their websites and summarize your impressions of their
Look through your cupboard and locate three packages that you believe are effective. Describe why they are effective. Choose three labels that are effective at capturing attention. What are the
Pick a private label that you have recently purchased.What is your evaluation of the private brand quality compared to national brands? The chapter discussed a number of changes in private label
Identify five different brands for which you have a high level of brand loyalty. Describe your level of loyalty and discuss why you are loyal. Explain how brand equity impacts your loyalty for each
Identify a brand that you have recently purchased that is not well-known, but you like. Using the concepts presented in the “Building Powerful Brands” section of this chapter, discuss how the
Find an example of a brand or corporation that has undergone a complete rejuvenation in recent years.Now look for one that seems to have failed to capture the imagination of its existing customers
Henry and Becky Thompson plan to open a new floral and gift shop in Orlando, Florida. They want to project a trendy, upscale, and fashionable image. They are trying to decide on a name and a logo.
Identify a business in any market based in your country that has seemed to defy modernization. This could be a traditional form of business that has not embraced marketing, the Internet, or other
What aspects or inferences would be ideal in the corporate or brand image of a bank or other financial institution?
Find each of the following companies on the internet. For each company, discuss how effective its website is in communicating an overall message. Also, discuss how well the marketing team integrates
Reebok’s tagline is now “Be More Human.” Examine Reebok’s website (www.Reebok.com). Define each of the components of the communication process (see Figure 1.1). Then explain each component as
Evaluate the value of using social media for this type of marketing communications effort. Is it necessary or helpful?Why or why not?On October 25, 1985, Emirates flew its first routes out of Dubai
Emirates flies all over the world. Should Emirates modify its messages and channels according to where it advertises? Explain.On October 25, 1985, Emirates flew its first routes out of Dubai with
Classify the IMC tools used by Emirates.On October 25, 1985, Emirates flew its first routes out of Dubai with just two aircraft—a leased Boeing 737 and an Airbus 300 B4. Emirates’ focus has
Explain how Emirates’ marketing strategy has been successful in creating a positive brand image with current and potential customers.On October 25, 1985, Emirates flew its first routes out of Dubai
Will Mike be able to use social media in his marketing communications efforts? If so, how? If not, why not?Mike Swann was excited to open his new business venture in the springtime. Mike’s Old-Time
What should be the first message that Mike should try to communicate to all potential customers? Should he emphasize price, value, or some other element of his business?Mike Swann was excited to open
Which of the emerging trends in marketing communications can Mike use to promote his new business? Explain how it can be used.Mike Swann was excited to open his new business venture in the
Mike’s store will be a local business that competes with large national companies. What communication challenges does that present? What opportunities does it offer?Mike Swann was excited to open
Information is one of the key ingredients to developing a successful integrated marketing communications program. Access each of the following websites.Describe the type of information and news
According to Interbrand, these four are the top rising global brands. Identify the social media that is listed on the brand’s website, and then access the pages. Go to YouTube and locate a TV ad of
Access the website of Yum Brands at www.yum.com.Access the website of Yum Brands’ competitors, McDonalds(corporate.mcdonalds.com/mcd.html), Starbucks(www.starbucks.com), Subway (www.subway.com),
Choose a TV ad that is backed up by a print ad.Explain each of the steps in the communication process(Figure 1.1) in terms of both the TV and the print ad.Are there similarities or differences in how
The marketing director for a manufacturer of automobile tires has been asked to integrate the company’s global marketing program. Should the director use a standardization or adaptation approach?
Brand parity has become a major issue for companies.Identify three product categories in which the brand you purchase is not very important. Why is the brand not important? Identify three product
Explain how advances in information technology and communication have increased global competition for goods and services. How has the increased global competition, in turn, impacted brand parity,
How many different forms of advertising are you exposed to over the course of a normal day? Do you recall any specific advertising that had relevance and resonance with you? Compare your observations
The marketing director for Tempur-Pedic mattresses is assigned the task of emphasizing the mattress’s superior sleep quality in the company’s next integrated marketing communications program.
The Lean Cuisine effort to shift consumer perceptions of frozen food products is a typical example of a business attempt to transform consumer opinions and habits.Select a business in your country or
15.6 What types of behavioral evaluations can beemployed to assess IMC programs?

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