Questions and Answers of Marketing Research 13th

15.4 Which evaluation criteria are suggested by thepositioning advertising copytesting (PACT)system?
15.3 What forms of message evaluations can beconducted to assess IMC programs?
15.1 What are the three broad categories of evaluationtools used to evaluate IMC systems?
14.7 How can marketers apply the various ethicalframeworks and ethics programs to their activitiesand actions?
14.6 Which marketing tactics raise ethical concerns?
14.5 What ethical criticisms have been registeredagainst advertising and marketing practices?
14.4 How do the three major industry regulatoryagencies help keep advertising and businesspractices from injuring customers or otherbusinesses?
14.3 What legal remedies can agencies use to correctdeceptive communications practices?
13.7 How can companies adapt public relationsprograms, sponsorships, and event marketing tointernational settings?
13.6 What roles can event marketing play in creatingcustomer excitement and brand loyalty?
13.4 What steps can companies take to prevent orreduce image damage when negative events occur?
13.3 What types of positive, image-building programscan companies feature as parts of a public relationsprogram?
13.2 How can the public relations functions buildbetter relationships with all internal and externalstakeholders?
13.1 What relationships exist between public relationsand the marketing activities performed by acompany?
12.6 What issues complicate international salespromotions programs?
12.5 What concerns exist for manufacturers consideringtrade promotions programs?
12.4 What types of trade promotions can help pushproducts onto retailers’ shelves and eventually toend users?
12.3 How do different types of customers respond toconsumer promotions?
12.2 How can the various forms of consumerpromotions help to pull consumers into stores andpush products onto the shelves?
12.1 What are the differences between consumerpromotions and trade promotions?
11.6 How should database marketing and personal sellingprograms be adapted to international settings?
11.5 What are the tasks involved in developing successfulpersonal selling programs for consumers andbusinesses?
11.4 When should direct response marketing programsbe used to supplement other methods of deliveringmessages and products to consumers?
11.1 What role does database marketing, includingthe data warehouse, data coding and analysis,and data mining, play in creating and enhancingrelationships with customers?
10.5 How can brand communities enhance brand loyaltyand devotion?
10.3 Why has the use of alternative media venues,especially video game advertising, grown inmarketing communications programs?
10.2 What methods can be used to effectively employproduct placements and branded entertainment?
9.2 What unique characteristics are parts of primarysocial media websites?
9.1 What constitutes a social network?
8.4 How do mobile marketing systems enhance digitalmarketing programs?
8.2 How has the transition to Web4.0 affected the fieldof marketing communications?
7.4 What are some of the primary advertising objectives?
6.4 How are sources and spokespersons decisionsrelated to advertising design?
6.1 How are message strategies used in designingeffective advertisements?
5.6 What are the advertising campaign parameters thatshould be considered?
5.5 What are the primary job functions within anadvertising agency?
5.1 Why is an understanding of advertising theoriesimportant in the advertising management process?
4.7 What elements are considered in developing an IMCprogram?
4.3 What categories are used to identify business-tobusinessmarket segments?
4.2 What categories are used to identify consumer targetmarkets or market segments?
3.6 What are the steps of the business-to-businessbuying process?
3.5 What types of business-to-business sales are made?
2.8 How are brands managed in international markets?
2.5 How are brands developed, built, and sustained inorder to build brand equity and fend off perceptionsof brand parity?
2.4 What elements are involved in identifying, creating,rejuvenating, or changing a brand’s image?
2.3 What are the characteristics of effective logos?
2.2 What are the different types of brands and brandnames?
28. Visit Amazon.com and list all of the ways it personalizes and customizes the site to retain and increase your business.
25. As a consumer, would you be more likely to buy from a Web site displaying the TRUSTe logo than from a competing Web site without the TRUSTe affiliation? Explain your answer.
24. Compare and contrast the concept of differentiating customers with that of differentiating products.
23. Which tools do you think are more powerful for building relationships—company-side tools or client-side tools? Why?
21. Explain how the customer benefits from CRM–SCM integration.
18. Describe differences among the three pillars of relationship marketing.
17. Explain the difference between wallet share and share of market.
15. The Best Buy Story. Explain how Best Buy practiced the three relationship management pillars.
14. What are the 10 rules of CRM success, according to Reservoir Partners?
13. How are company-side and client-side customization tools different? Explain your answer.
12. Explain how data mining, real-time profiling, collaborative filtering, and outgoing e-mail help companies customize offerings.
11. What are the six stages in the customer care life cycle?
10. What are the advantages of CRM–SCM integration?Give an example.
7. What are the nine building blocks of CRM?
5. What are the main benefits of CRM?
3. Compare and contrast CRM, CEM, and CCM.
17. Do you think that marketers are losing control of brand images due to the social media? Why or why not?
14. The Dell Story. What might Dell have done to manage its online reputation better? Acting as Dell’s consultant, give the company advice that would keep it out of this kind of trouble in the
13. The Dell Story. Identify several ways that Dell could engage customers in a positive way, using techniques in this chapter.
12. What is a social media dashboard, and why would a company use it?
10. Which reputations should a company monitor and seek to manage? Be specific.
15. Why do you think consumers have less trust in paid media than they do in earned media or owned media?
14. The Lenovo Story. Identify at least five other types of paid media that might work for Lenovo, including Facebook. Explain why each might be a good idea for this company.
13. The Lenovo Story. Do you think customers might be upset if they found out Lenovo was using remarketing and keeping track of their behavior online? Why or why not?
12. How and why would an advertiser measure efficiency according to CPM, CPA, and CPC?
11. Which types of paid media tend to be most effective at each stage of the B2B purchase funnel?
10. Why must advertisers be concerned about both the effectiveness and efficiency of media buys?
17. Have you scanned any QR codes? Do you think marketers should include QR codes in their IMC plans? Why or why not?
15. What are the possible marketing consequences of not having an effective search engine optimization strategy?
14. Why would a company prefer the control of owned media over the extended reach of the “many to many” model?
10. What is A/B testing? Why do companies conduct A/B tests?
7. Define the term content marketing.
2. Why do marketers keep the AIDA or hierarchy of effects model in mind when planning social media strategy?
23. What digital content do you think will bring the most revenue online in 5 years?
21. Which social commerce tactics are the best, from a user perspective? Explain.
20. What is the future of e-commerce, in your opinion?Will it continue to increase? Will it ever become larger in terms of sales than offline retailing?Explain your answers.
19. How would you suggest e-marketers solve the last mile problem?
17. Although direct distribution often results in lower prices, what disadvantages does it have for buyers?
15. How does the value of distribution channel functions change when they become internet based?
14. The Zappos Story. This company uses a direct marketing distribution model, selling to customers directly. Review the functions channel intermediaries perform and explain what extra tasks Zappos
13. The Zappos Story. Do you think it is viable for Zappos to move to m-commerce, social commerce, and F-commerce? If yes, how could they do this? If no, why not?
12. Compare and contrast social commerce, m-commerce, and F-commerce.
11. What is F-commerce? Cite some examples of companies using F-commerce.
10. What is a reverse auction? How is the process beneficial to both the buyer and the seller?
9. How do brokers and agents differ?
8. What is multichannel marketing? Omni-channel marketing? Give examples.
6. What is disintermediation? Give an example.
5. Why are e-marketers concerned with the last mile problem?
2. Define EDI. What are the three variables on which it is based?
18. Would you like to use your cell phone to pay for goods and services? Why or why not?
14. Which pricing strategy would you use to introduce a new product for wireless Web access? Why?
13. Which of the online cost-saving factors do you think has the greatest effect on price? Why?
11. The Price of an iPhone App Story. What is the difference among the three versions of Angry Birds (free, light, and full versions)? Do the product differences justify the pricing strategies?

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