Questions and Answers of Marketing Technology For Humanity

DMU Do you define the DMU as a committee of people, or something more informal?
Organisational buying How does organisational buying relate to industrial buying?
Buyer behaviour How far do models of buying behaviour go towards providing marketers with better tools for targeting customers?
Customer care Why is the idea of ‘customer care’ such a relatively recent one?
Industrial buying It is common to think of the purchasing decision processes of industrial buyers as being devoid of emotion. How far would you agree with this?
Advertising and consumer behaviour How far do you agree with the statement that advertising is the biggest single influence on consumer behaviour?
Positioning What do you understand by the term ‘product positioning’?
Selecting targets Discuss the considerations that should be made when selecting specific target markets.
Targeting Explain each of the following types of targeting strategy: (a) undifferentiated marketing; (b)differentiated marketing; (c) concentrated marketing.
Segmentation bases Using two consumer goods examples and two industrial goods examples, suggest segmentation bases for each of these.
Segmentation, targeting and positioning How do you explain the importance now attached to effective market segmentation, targeting and positioning?
Evaluation of bases What are the main criteria used by management to assess the possible effectiveness of any potential segmentation base or variable?
Bases for segmentation The process of market segmentation requires the use of different bases for segmentation strategy to be effective. Outline the most effective bases that might be used to segment
Marketing information Why are companies increasingly seeking to establish marketing information systems, when in the past marketing research has been sufficient for a company’s information needs?
Place Do you feel that channels of distribution and physical distribution management are sufficiently linked to warrant their combined grouping under ‘place’?
Promotion Does the fact that selling is included as part of the promotional mix weaken its role as a subelement of marketing?
Product Product is generally regarded as being the most important of the ‘Four Ps’. Why is this?
Marketing mix Consider which of the marketing mix variables is most important in:(a) Consumer goods marketing(b) Industrial goods marketing.
Marketing concept(a) ‘Marketing is satisfying customer needs at a profit.’(b) ‘Marketing is the process of creating unnecessary needs and wants.’Discuss the issues to which the above two
Environmental elements List and discuss the main elements in (i) the micro-environment or proximate environment; (ii) the wider general macro marketing environment.
Supplier environment‘Whatever the product or service being purchased by the marketing firm, developments in the supplier environment can have an immediate and possibly serious effect on the
Analysis Explain the term PEST analysis. Describe, using specific examples, what type of analytical information marketing management might be interested in and why, under each of the PEST headings.
Social environment Give examples of how the changing roles of men and women in society have affected marketing practice over the past 25 years. How do you envisage developments over the next 25
Supplier environment Under what circumstances might it be possible for a firm to exert influence over its distributors and intermediaries? What kind of influence may be exerted, and how can this be
Supplier environment‘Whatever the product or service being purchased by the marketing firm, developments in the supplier environment can have an immediate and possibly serious effect on the
Monitoring The Chartered Institute of Marketing’s definition of marketing includes the following: ‘Marketing. . . is responsible for identifying, anticipating and satisfying customer requirements
Definition What do you understand by the term ‘macro-environment’? Use examples to illustrate the importance of this macro-environment to the marketing management of an organisation with which
What characteristics would distinguish a truly marketing-orientated organisation from a production- or sales-orientated organisation?
‘The marketing concept has failed to live up to the high expectations of its early protagonists’.Using your own experience of companies and products with which you are familiar, critically
Many companies are still confused about the distinction between marketing and selling. As a newly appointed marketing manager, how would you explain to your managing director the differences between
Discuss the contention that successful marketing stems more from the adoption of a sound organisational philosophy than from the application of functional skills.
Outline and discuss those factors that you believe have given rise to the need for modern companies to be marketing-orientated.
What do people mean when they say that marketing should be viewed as an ‘overall business philosophy’?
Why should the customer be the most important person that any organisation has to deal with?
Define your organisation’s products and/or services in terms of (a) customer needs; (b) customer wants.
In what way is the marketing concept relevant to non-profit making organisations?
Distinguish between a ‘need’ and a ‘want’. Give specific examples.
Explain what is meant by the internet; the intranet; the extranet and state how each might be used by marketers at a tactical level.
How can technological advances be used specifically within promotional elements of the communications mix?
Using examples, explain how marketing mix elements may have to reflect differences between countries when the marketer operates in an international environment.
Outline the seven marketing mix elements in services marketing.
Using examples, explain the importance of contextual setting in influencing the selection of, and emphasis given to, the marketing mix tools.
Explain the role of marketing research within an organization’s marketing information system.
How does information technology help in the marketing research process?
Explain what is meant by a pilot study and identify why it is important to carry out such a study.
Discuss what is meant by secondary research and identify why it is often important to conduct secondary research before primary research.
Identify the advantages and limitations of:1. Qualitative research;2. Quantitative research.
Identify the steps of the marketing research planning process.
What are the main reasons for conducting continuous marketing research?
Give a definition of and state the differences between:1. Market research;2. Marketing research.
What factors must be considered by a firm wishing to establish a level of customer service which is appropriate to its markets? Show how such a service level can be employed to gain competitive
What are the three extended services mix elements and what is their significance in relation to customer care?
Explain the importance of total quality management.
What are the main benefits of a successful customer care strategy?
What are the main steps involved in planning a customer-care programme?
Identify the main reason for poor customer care.
Explain the impact of information technology for marketers planning a promotional campaign.
Direct marketing has been one of the fastest growing areas of distribution since the nineteen sixties. Describe what is meant by‘direct marketing’ and account for its success.
Explain reasons for the growth in direct marketing, giving examples to justify your thoughts.
Explain what is meant by the terms:x Vertical channel integration;x Horizontal channel integration.
What are the key issues which a marketing manager will need to take into account when considering alternative or new distribution channels?
Define what is meant by:x Exclusive distribution;x Intensive distribution;x Selective distribution?
What are the key benefits of an effective management programme for the physical distribution of products?
Explain three types of price-adjustment policies which a marketer can adopt.
How could pricing policy alter for maximum returns at each stage of the product life cycle?
What are the advantages and limitations of a market penetration pricing policy?
Identify the type of information required by the marketing department before a pricing strategy can be agreed.
What are the strengths and weaknesses of cost-plus pricing?
Explain the characteristics of the different phases of the product life cycle.
Outline the different adopter categories in the product adoption process.
Packaging can be said to have two functions:(i) Product protection(ii) Product promotion Discuss the function of each in relation to a product range of your choice.
Describe the assembly of a company’s product mix, giving reasons for mix optimization and ways in which this may be achieved.
Explain the principal functional elements of marketing management.Illustrate your answer with reference to a product or service with which you are familiar.
Segmentation is at the heart of marketing strategy. Explain its importance and choose two markets (one from a consumer and one from an industrial market) and show how these may be segmented.
Comment upon the essential nature of marketing planning and strategy formulation. Illustrate your answer with appropriate industry and product examples.
Explain the relevance of the Ansoff product market expansion grid in identifying opportunities for growth.
What are Porter’s three generic marketing strategies and how could these be implemented?
Briefly identify the steps involved in the marketing planning process.
Identify the elements of a PEST and SWOT analysis and explain their importance for marketing planning purposes.
Explain what relationship marketing means.
Discuss the concept of social responsibility and comment on the implications of social responsibility from a marketing perspective relating to consumers and the marketing mix.
What are the main barriers when introducing a customer-oriented culture within an organization?
Discuss the implications of a marketing concept in a service organization.
What are the main differences in the exchange relationship for notfor-profit organizations such as charities?
How might the use of information technology assist in the management of a customer-oriented culture?
Why might it be difficult to manage the introduction of a customeroriented culture within an organization?
Identify the steps for introducing a marketing-oriented concept within an organization.
Identify organizations which in your opinion have not adopted a marketing concept. Try to explain why you feel that this is the case.
What are the main differences between the following terms:production concept, selling concept and marketing concept?
Identify and explain what is meant by a marketing concept by referring to at least three definitions from different theorists.
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What are marketing initiatives that you can design and develop using agile marketing in your organization? Apply all the components and use the agile marketing worksheet.
Evaluate the agility of your organization. What are the obstacles to implementing agile marketing in your organization?
How can you empower your frontline staff to make better decisions? For instance, how can your salespeople use customer targeting data to improve the sales conversion rate?
Explore areas where you can improve the productivity of your frontline sales and customer service staff. What are some tasks that can be taken over by a computer system?
Explore ways for you to personalize your marketing approach based on your real-time understanding of the customers.

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