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mktg principles of marketing

Questions and Answers of MKTG Principles Of Marketing

1. Anglo-Saxon cultural influences and the English language are very strong in a worldwide context and growing stronger all the time in the world. English is not only used in the UK and the US, but
6. How should marketers, in general terms, respond to the changing environment?
5. Compare and contrast core beliefs/values and secondary beliefs/values. Provide an example of each and discuss the potential impact marketers have on each.
4. Discuss current trends in the economic environment of which marketers must be aware and provide examples of companies’responses to each trend.
3. Again, list demographic trends of interest to marketers, but this time with a focus on selling Swedish products to a worldwide market.
2. List some of the demographic trends of interest to marketers in Sweden who serve Swedish customers and discuss whether these trends pose opportunities or threats for marketers.
1. Name and describe the elements of a company’s microenvironment and give an example illustrating why each is important.
2. Is it likely that the unbalanced cultural export/import patterns will change as BRIC (Brazil, Russia, India and China) and other influential countries reach higher living standards and become more
1. What do you think will happen in the future?
3 Imagine you are a 40-year-old manager with ten years in a senior management position. What would your purchasing criteria be when deciding on business travel?
2 What are the future threats and opportunities associated with rail and air transport?
1 Do you prefer flying or going by train, or perhaps going by car or Bus4You? Refer to distances you like to travel by different means of transport.
2 Customers’ ability to trust inspections and repairs is crucial to the long-term viability of a dealership. What do you think will happen to the potential to build trust among customers – and to
1 What do you think will happen to the status of car mechanics – both within the organisation and in relation to customers – in dealerships with a traditional approach and those with a
5 Discuss how companies can react to the marketing environment.
4 Explain the key changes in the political and cultural environments.
3 Identify the major trends in a firm’s ecological and technological environments.
2 Explain how changes in the demographic and economic environments affect marketing decisions.
1 Describe the environmental forces that affect a company’s ability to serve its customers.
2. Calculate both marketing return on sales (marketing ROS) and marketing ROI. Is this company doing well?
1. Calculate the net marketing contribution (NMC) for this company.
3. Suggest a company you know of that offers a broad product range, e.g. Sony Mobile Phones or Volkswagen. Apply the Boston Consulting Group portfolio model to the company’s product range and try
2. In a small group, discuss whether the following statement from Egypt’s leading mobile phone operator, Mobinil (with 35 million customers), meets the five criteria of a good mission
1. Explain what a SWOT analysis involves. Develop a SWOT analysis for SJ and your university/school of business.
6. What is return on marketing investment?Why is it difficult to measure? Describe inherent problems in this approach.
5. Define each of the four Ps in the marketing mix. Does the four Ps framework do an adequate job of describing marketer responsibilities in preparing and managing marketing programmes? Why? Do you
4. Discuss the differences between market segmentation, targeting, differentiation and positioning. What two simple questions do they address?
3. Name and describe the four product/market expansion grid strategies by referring to companies or other organisations you know.
2. Describe the Boston Consulting Group’s approach to portfolio analysis. Briefly discuss why management may find it difficult to dispose of a ‘question mark’. In what ways may this portfolio
1. Define strategic planning and briefly describe the four steps that lead managers and the firm through the strategic planning process. Discuss the role marketing plays in this process.
5 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment.
4 Describe the elements of a customer-driven marketing strategy and mix and the forces that influence it.
3 Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.
2 Discuss how to design business portfolios and develop growth strategies.
1 Explain company-wide strategic planning and its four steps.
■ Measuring and managing return on marketing investment
■ Managing the marketing effort
■ Marketing strategy and the marketing mix
■ Partnering to build customer relationships
■ Best practice – Electrolux: a portfolio company
■ Company-wide strategic planning: defining marketing’s role
2. Discuss how a business can increase a customer’s lifetime value.
1. Assume that a trade customer spends an average of SEK 1,500 a week and that the retailer earns a 5 per cent margin. Calculate the customer lifetime value if this shopper remains loyal over a
3. Define the different relationship levels companies can build with customers. Pick a company and describe the types of relationships you have with it.
2. In a small group, develop a marketing plan for a pet boarding service. Who is your target market?How will you enable customers to get the best value? Define what you mean by value and develop the
1. Ask five businesspeople from different industries (e.g. food service, retailing, consumer-product manufacturing, industrial-product manufacturing and education) what they think marketing
6. How has the internet changed consumers and marketers?
5. Explain the difference between share of customer and customer equity. Why are these concepts important to marketers?
4. What are the five different marketing management orientations? Which orientation do you believe your university or school of management follows when marketing itself?
3. Explain how a company designs a customer-driven marketing strategy.
2. Compare and contrast customer needs, wants and demands. Describe the need versus the want for the following products: IKEA furniture, Nike shoes and iPad.
1. What is marketing and what is its primary goal?
5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
2 Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts.
1 Define marketing and outline the steps in the marketing process.
■ Company case – Adminicon: a small business selling services to big corporations?
■ The main focus of this book: big, complex organisations
■ Company case – Sustainable business in non-sustainable environments: TeliaSonera’s challenging efforts to contribute to a sustainable society
■ Company case – Glassdoor.com: taking the evaluation approach from consumer markets to the labour market
■ The changing marketing landscape
■ Capturing value from customers
■ Building customer relationships
■ Designing a customer-driven marketing strategy
■ Understanding the marketplace and customer needs
■ What is marketing?
■ Company case – Hennes & Mauritz: challenging the marketing orthodoxy
processing power nb cv
wriye h cv
what is the fundramental isuue gv
Whatarethefundamentalchangesrequiredinyourcustomer-service strategy to embrace collaborative customercare?
Howcanyourbusinesstransitionfromthetraditionalfour P’s to the digital four C’sbyadoptingco-creation,takingadvantageofcurrency-likepricing,engagingincommunalactivation,anddrivingconversation?
Howcanyourbranddevelopapowerfuldifferentiation based on human-to-humantouchinthedigitalworld?
What are the fundamental changesrequiredinyourcustomer-servicestrategytoembracecollaborativecustomercare?
How can your business transition from thetraditionalfourP’stothedigitalfourC’sbyadoptingco-creation,takingadvantageofcurrency-likepricing,engagingincommunalactivation,anddrivingconversation?
How can your brand developapowerfuldifferentiationbasedonhuman-to-humantouchinthedigitalworld?
14-6 Marketers use Q Scores to determine a celebrity’s appeal to his or her target audience. Research Q Scores and write a report of a celebrity’s Q Score for the past several years. If the score
Communication; Use of IT; Reflective thinking)
14-5 In a small group, select a company and research its marketing communications activities for the past several years.Has the company changed its advertising campaign in that time? Has the type of
14- 4 Name and describe the two basic promotion mix strategies.In which strategy is advertising more important?(AACSB: Communication; Reflective thinking)
14-3 Name and briefly describe the nine elements of the communications process. Why do marketers need to understand these elements? (AACSB: Communication;Reflective thinking)
14-2 Why is there a need for integrated marketing communications and how do marketers go about implementing it? (AACSB: Communication; Reflective thinking)
14-1 List and briefly describe the five major promotion mix tools. (AACSB: Communication)
Socially responsible marketing communication(pp. 424–425)
➤ OBJECTIVE 4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.Setting the total promotion budget and mix(pp. 420–424)
A view of the communication process (pp. 412–414)Steps in developing effective marketing communication pp. 414–420)
➤ Objective 3 Outline the communication process and the steps in developing effective marketing communications.
➤ Objective 2 Discuss the changing communications landscape and the need for integrated marketing communications.Integrated marketing communications (pp. 409–412)
➤ Objective 1 Define the five promotion mix tools for communicating customer value.The promotion mix (pp. 408–409)
4. What recommendations would you make to Auchan’s management for the future of their global business?
3. What are Auchan’s long-term prospects and what threats does the company face in its dependence on emerging markets?
2. As a retail brand, assess the Auchan retail strategy with respect to segmentation, targeting, differentiation and positioning.
1. Describe Auchan according to the different types of retailers discussed in this chapter.
13-14 If this company’s stockturn rate was 3.5 last year, is the stockturn rate calculated above better or worse?Explain. (AACSB: Communication; Reflective thinking)
13-13 Refer to Appendix 2: Marketing by the numbers, and determine the stockturn rate of a retailer carrying an average inventory at cost of €350,000, with a cost of goods sold of €800,000.
13-12 Discuss the impact the Marketplace Fairness Act will have on small retailers in the US. Is it fair that small retailers should have to collect sales taxes on online sales to customers outside
13-11 Why did Amazon change its position regarding online sales taxes and why does it now support the Marketplace Fairness Act? (AACSB: Communication; Reflective thinking)
13-10 Create a presentation to give to local retailers in your locality explaining how they can effectively use online, mobile and social media marketing to engage customers and enhance their
13-9 Find an example of a local retailer in your country or locality that uses online, mobile and social media marketing.Interview the owner of the store or restaurant and ask about the challenges

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