Questions and Answers of Measurement Theory In Action

13-24. What does a marketing manager do?
13-25. What are some key questions you might want to ask when interviewing for a job in marketing?
13-26. What training and qualifications should a marketing manager have?
1 Describe the three major tasks in crafting a communication strategy, and identify six important legal aspects of marketing communication
2 Identify the most common advertising appeals and the most important media used in advertising and direct response marketing
4 Define sales promotion, and characterize the differences between consumer and trade promotions
6 Discuss the importance of marketing intermediaries, and contrast the roles of wholesalers and retailers
7 Describe how companies are using augmented and automated writing to communicate with customers
14-1. How does Tata Harper’s messaging incorporate both logical and emotional appeals?
14-2. Should Harper consider expanding sales by putting her name on a lower-priced line of skin care products that are a hybrid of natural ingredients and a synthetic chemical base?Why or why not?
14-3. Assume Harper wants to engage in a cooperative advertising campaign with another luxury brand, outside the skin care market. Identify a brand that would make a good complementary fit and
14-4. What are two key ways in which the social communication model differs from conventional promotional communication?
14-5. What is the difference between using a push strategy and using a pull strategy to promote products?
14-6. What is inbound marketing?
14-7. What are the advantages of personal selling over other forms of customer communication?
14-8. How do display ads differ from search ads?
14-9. What is an advertising appeal?
14-10. What are some common types of consumer promotion?
14-11. Why is social customer care an essential part of marketing?
14-12. How does inbound marketing demonstrate the marketing concept?
14-13. Why is it important for sales professionals to qualify prospects?
14-14. Is native advertising ethical? Why or why not?
14-15. What are the potential disadvantages of using celebrity appeals in advertising?
14-16. Why do some companies avoid email marketing, particularly to noncustomers?
14-17. What would experiential marketing need to accomplish in order to be a useful promotional technique?
14-18. Do marketers have any control over social media?Why or why not?
14-20. If you were a real estate agent, how would you determine whether it’s worth investing a significant amount of time in a particular prospect?
14-22. Would it be a good idea to “repurpose” conventional press releases as posts on your company blog? Why or why not?
14-23. Concept Integration. Should companies involve their marketing channels in the design of their customer communication programs? What are the advantages and disadvantages of doing so?
14-24. What are the daily activities of this professional? What tools and resources does this person use most often on the job? What does this professional like most and least about the job?
14-25. What talents and educational background does this professional bring to the job? How are the person’s skills and knowledge applied to handle the job’s daily activities?
14-26. What advice does the person you are interviewing have for newcomers entering this field? What can you do now to get yourself started on a career path toward this position?
14-27. Who is the company or trade association targeting?
14-28. What specific marketing objectives is the organization trying to accomplish?
14-29. What role does advertising play in the promotion strategy? What other promotion techniques does the article mention? Are any of them unusual or noteworthy? If so, why?
7 Explain why businesses would be interested in blockchain and other distributed ledger technologies
15-1. If GE wants to focus attention on its restructuring plan and the solid performance of the business units it intends to keep as it moves forward, isn’t it reasonable for it to highlight the
15-2. The U.S. government has at times offered temporary financial support to struggling companies that were deemed significant to the national economy. Looking at GE’s portfolio of businesses,
15-3. If so many companies find non-GAAP calculations useful when communicating with their stakeholders, should the FASB adopt some of them? Why or why not?
15-4. How do the responsibilities of private accountants and public accountants differ?
15-5. What is GAAP?
15-6. Why do companies sometimes report non-GAAP results?
15-7. What is an audit, and why are audits performed?
15-8. What is the accounting equation?
15-9. What is the matching principle?
15-10. What is the relationship between the accounting equation and the balance sheet?
15-11. What are the three main profitability ratios, and how is each calculated?
15-12. What is the value of an income statement?
15-13. Why are many companies interested in blockchain and other distributed ledger technologies?
15-14. Why were efforts made to converge the GAAP and IFRS standards?
15-15. Could a privately held company benefit from using GAAP accounting, even though it isn’t legally required to do so? Why or why not?
15-16. Why are the costs of fixed assets depreciated?
15-17. Why is EBITDA controversial?
15-18. Why would a bank lending officer be interested in the cash flow statement of a company that is applying for a loan?
15-19. Ethical Considerations. You are preparing a presentation for your company’s investors. When discussing your forecasts of next year’s revenues and costs, should you use your most optimistic
15-20. The senior partner of an accounting firm is looking for ways to increase the firm’s business. What other services besides traditional accounting can the firm offer to its clients? What new
15-21. Visit the websites of Google and Microsoft and retrieve their annual reports. Using these financial reports, compute the working capital, current ratio, and quick ratio for each company. Does
15-22. If you were asked to lend money to your cousin’s clothing store to help her through a slow sales period, would you be more interested in looking at the current ratio or the quick ratio as a
15-23. Concept Integration. Your appliance manufacturing company recently implemented a just-intime inventory system (see Chapter 9 ) for all parts used in the manufacturing process. How might you
15-24. What are the day-to-day duties of this occupation?How would these duties contribute to the financial success of a company?
15-25. What skills and educational qualifications would you need in order to enter this occupation? How do these qualifications fit with your current plans, skills, and interests?
15-27. Consider the statements made by the CEO regarding the past year. Did the company do well, or are changes in operations necessary to its future well-being? What are the projections for growth
15-28. Examine the financial summaries for information about the fiscal condition of the company. Did the company show a profit?
15-29. Compare the company’s annual report from the previous year with the current year’s report to see whether past projections were accurate.
15-30. Prepare a brief written summary of your conclusions.1708
15-31. Did the company report a profit or a loss for this accounting period? What other performance indicators were reported? Is the company’s performance improving or declining?
15-32. Did the company’s performance match industry analysts’ expectations, or was it a surprise? How did analysts or other experts respond to the firm’s actual quarterly or year-end results?
15-33. What reasons were given for the company’s improvement or decline in performance?1711
1 Identify three fundamental concepts that affect financial decisions, and describe the primary responsibilities of a financial manager
3 Identify the major categories of debt financing.
4 Outline the advantages and disadvantages of equity financing
5 Identify the four most important financial markets for most businesses
6 Describe four major steps required to become an investor
7 Explain how businesses can use smart contracts to facilitate transactions
16-1. What other professional service businesses might be able to use an automated matchmaking service like Court Buddy?
16-2. What are the costs (financial and otherwise) of pursuing and accepting VC funding, as Kristina Jones did?
16-3. Would Kristina Jones’s entrepreneurial/start-up story be an effective element to include in Court Buddy’s marketing efforts? Why or why not? How would this compare with the marketing
16-4. What are the two foundations of financial management?
16-5. What is a liquidity crisis?
16-6. What is the difference between accounts payable and accounts receivable?
16-7. What is a firm’s capital structure?
16-8. What is the difference between a secured loan and an unsecured loan?
16-9. What does it mean when someone refers to a company’s capital structure?
16-10. How can factoring help a company manage its cash flow?
16-11. What is a smart contract?
16-12. Would it be wise for a young company that is growing quickly but still hasn’t achieved profitability to attempt to issue bonds as a way to expand its working capital? Why or why not?
16-13. Why would a company use zero-based budgeting, given that it requires more time and effort from managers throughout the company?
16-14. Why is careful management of accounts receivable and accounts payable so essential to ensuring positive cash flow?
16-15. Why are claims on income discretionary with equity financing but nondiscretionary with debt financing?
16-16. Why would a company choose to factor its receivables, given that it will get less money than the receivables are worth?
16-18. Why is it important to establish objectives before you begin to invest?
16-19. Ethical Considerations. Budget projections always involve a degree of judgment, because managers can never predict the future with total accuracy. For instance, one manager with an optimistic
16-21. Why might a company’s board of directors decide to lease office space even though it would be more economical to purchase the property and finance it with a long-term loan?
16-23. Concept Integration. Review the definitions of current and fixed assets in Chapter 15 (see page 413). Why would a potential lender be interested in these two classes of assets when reviewing
16-24. What are the day-to-day duties of this occupation?How would these duties contribute to the financial success of a company?
16-25. What skills and educational qualifications would you need to enter this occupation? How do these qualifications fit with your current plans, skills, and interests?
16-27. What form of financing did the company choose?Does the article indicate why the company selected this form of financing?
16-28. Who provided the financing for the company? Was this arrangement considered unusual, or was it routine?
16-29. What does the company intend to do with the arranged financing—purchase equipment or other assets, finance a construction project, finance growth and expansion, or do something else?
1-22. Identify three ways in which the principles of professionalism described in this chapter can make you a more successful student.

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