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business
marketing research essentials

Questions and Answers of Marketing Research Essentials

explain the differences between various strategic approaches to target marketing –undifferentiated, differentiated and concentrated marketing
outline how firms select target segments
identify and discuss the various bases for segmenting B2C markets and B2B markets
explain the principle of STP
understand the importance and meaning of market segmentation
Why is it important to involve suppliers in product development?
What is the purpose of integrating supplier portfolio models in marketing planning?
What are the advantages and disadvantages of using portfolio models in strategic marketing planning?
What is the meaning of relative market share in the BCG model?
What purpose may a product portfolio serve in the context of a marketing strategy?
What are the differences between marketing objectives and marketing strategies?
How can a SWOT analysis be carried out? What are the critical issues?
What is the purpose of a SWOT analysis?
How can corporate objectives be derived from the corporate mission?
Which of the five strategic options would you recommend for red Bull’s future strategy? Present arguments in support of your suggested priority list.
Should red Bull counteract US competitor Monster’s new marketing initiatives? If yes, what should red Bull do in response?
Was it a wise decision of red Bull to:– launch red Bull Cola?– launch red Bull Cola and red Bull Energy Shots in many markets at the same time?
Prepare a SWoT analysis for red Bull.
understand how a supplier can be involved in product development with the manufacturer
explain the purposes of integrating a supplier portfolio model in a marketing analysis
explain the different levels of international portfolio analysis
discuss the advantages and disadvantages of these models
describe the two downstream portfolio models: the BCG and GE models
understand when and how to use different strategic tools in strategic market planning
describe and understand the role of SWoT analysis in strategic marketing
understand the nature of corporate strategy and how it is connected to the SBU marketing strategy
describe the stages in strategic market planning
Relationships often involve more than the salesperson and a purchasing agent (‘bow-tie’model). Often, both a whole selling team and a whole buying team are involved. Describe the interactions
Dell has entered into a relationship with IBM’s Global Service Division. Under this agreement, IBM will now provide the service support for Dell’s big customers. Evaluate the benefits of the
Explain how distance in cross-cultural buyer–seller negotiations can be reduced.
Discuss the possibilities for a manufacturer who wants to integrate consumers into the product development process.
per cent. Discuss how a buyer–supplier relationship might create these costs savings.
Some consulting companies argue that by properly incorporating suppliers in the product development process, firms can cut the cost of purchased parts and materials by as much as
Motorola and Hewlett-Packard compete in some markets, are supplier and customer respectively for each other in various markets, share suppliers in other markets, often have the same customers and
What might be the advantages and disadvantages of creating relationships with consumers for a manufacturer?
What are the main differences between B2C and B2B relationships?
In which end-user application market should ArM strengthen its relationships to potential partners, and how?
What are the strengths and the weaknesses of ArM’s business model compared with Intel?
show and explain which factors determine a possible termination of inter-firm relationships
describe the phases in the development of a relationship
explain and discuss how relationships with suppliers and customers can add value in the total vertical chain
describe and understand the concept of the ‘value net’ model
discuss the reasons and motives why firms go into relationships
How far is it possible to predict a competitor’s response to marketing actions?
How does an industry’s structure affect the intensity of competition?
What are the major steps in conducting a competitor analysis?
Why is competitor analysis essential in today’s turbulent business environment?
position?
What kind of competitive intelligence would you recommend CPW to collect about Kellogg in order to be better in challenging the no.
Evaluate the international competitiveness of CPW compared to the Kellogg Company.
outline possible response patterns of main competitors.
give examples of how to evaluate the strengths and weaknesses of competitors
assess current strategies of main competitors
evaluate the strengths and weaknesses of competitors
specify the contents of a competitor audit
evaluate the information sources for CI
describe how to design a competitor intelligence (CI) system
specify the levels in competitor awareness
discuss competition and competitors at different levels:– budget competition– core benefit competition– product class competition– brand competition
integrate competition into an environmental analysis
What is the buying centre in a company? Describe its functions and the implications for the selling organisation.
Describe government buying procedures. Why is market orientation less important when selling to governments?
What are the differences between the traditional ‘buy grid’ model and the ‘extended buy grid’ model?
How does the buying situation by class of purchase affect the organisational buying process?
What are the major differences between consumer and industrial buying behaviour?
How does the demand for industrial products differ from the demand for consumer products?
What specific factors at the time of purchase may affect the buying decision in the B2C market?
What are the main influences on the B2B decision process in order to increase the advertising generated revenue?
Describe the main stages in the consumers’ buying process, ending up with a paying subscriber of Spotify’s music streaming.
understand what is meant by ‘customisation
understand the link between consumer demand and B2B marketing
evaluate the roles of members of the buying centre
identify and understand the factors influencing the organisational buying process
describe and discuss the organisational buying process
identify different organisational buying situations
identify the various types of buyer in organisational markets and determine their distinct needs, wants and motivations
understand how customers make purchase decisions
identify and discuss the main motives behind buying behaviour in the B2C market
understand why consumers make purchase decisions
What would be the main reasons why Müller is using a joint venture solution with PepsiCo (Quaker) for the US market?
What would be the most important external factors that would influence Müller’s future sales of yogurts in the United States?
Is it possible to identify not only national competitiveness, but also regional competitiveness? (A region is here defined as more than one country.)
How can analysis of national competitiveness explain the competitive advantage of a single firm?
Which sources of competitive advantage are the most important?
What are the competitive advantages of the original Wii and the new Wii u?
Move?
What are the competitive advantages of Microsoft’s Xbox Kinect and Sony’s PlayStation
Which of the factors that the industry takes for granted should be eliminated?
discuss the advantages and disadvantages of outsourcing
explain the purposes and motives for outsourcing activities
define the steps in competitive benchmarking and explain how these steps are related to the outsourcing decision process
explain how Porter’s traditional competitive-based five forces can be extended to a relationship (five sources) model
explain how ‘economies of speed’ can be used as a competitive advantage
discuss the basic sources of competitive advantages
define the concept ‘international competitiveness’ in a broader perspective from a macro level to a micro level
How can the firm create competitive advantage by the use of resources and competences in the firm?
Is the value chain also a relevant model for services?
Why is it relevant to make a split between upstream and downstream activities in the value chain?
countries. End up with a ranking list of the three most attractive countries.
explain the difference between ‘value creation’ and ‘value capture’

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