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mktg principles of marketing

Questions and Answers of MKTG Principles Of Marketing

What is a product line? Discuss the various product line decisions marketers make and how a company can expand its product line. (AACSB:Communication)
Compare and contrast the two dimensions of product quality. (AACSB: Communication)
What is a consumer product? Describe the characteristics of each type of consumer product and give examples of each. (AACSB: Communication; Reflective thinking)
What other segmentation, targeting and positioning strategies could Volvo implement, particularly in terms of ensuring future growth and competitiveness?
How do you evaluate Volvo’s positioning strategy in terms of its focus on safety?
How feasible do you think are the segmentation and targeting strategies of Volvo with reference to the segmentation feasibility criteria discussed in the chapter?
What are the main segmentation criteria that can be applied to explain Volvo’s segmentation strategy for its different models? What are their main target segments?
Using the chain ratio method described in Appendix 2, estimate the market potential in the military (active duty and veterans) market. Be sure to state any assumptions you make. (AACSB:
Do you use Groupon? Is it effective in helping local businesses to meet the challenges of local marketing?Why or why not? (AACSB: Communication; Reflective thinking)
How does Groupon use target marketing? Provide examples. Discuss the ways in which small businesses can utilise local social media marketing in your community.(AACSB: Communication; Use of IT;
Give an example of a company that is countering this trend by offering more realistic dolls for young girls.(AACSB: Communication; Reflective thinking)
In a small group, create an idea for a new business.Using the steps described in the chapter, develop a customer value-driven marketing strategy. Describe your strategy and conclude with a
Manfluencers is a term that describes a new marketing trend. To what does this term refer? Describe two examples of how marketers have responded to the manfluencers trend. (AACSB: Communication;
Identify a product you use every day. Assume you are the marketer of the product and want to convey the ways your product differs from competing products in the marketplace. Create a differentiation
How can a company gain competitive advantage through differentiation? Describe an example of a company that illustrates each type of differentiation discussed in the chapter. (AACSB: Communication)
Describe micromarketing, local marketing and individual marketing. When should marketers consider using these segmentation strategies? (AACSB: Communication;Reflective thinking)
There are many ways to segment a market, but not all segmentations are effective. Explain the five requirements for effective market segmentation. (AACSB:Communication)
Discuss the challenges marketers face with international market segmentation. (AACSB: Communication)
How is demographic segmentation used in consumer markets? Provide an example where marketers have used demographic segmentation. (AACSB: Communication; Reflective thinking)
Why have companies moved away from mass marketing and toward target marketing? Outline the steps in a customer value-driven strategy. (AACSB: Communication)
Will P&G’s divestment of 100 brands pay off? Why or why not?
Why have P&G’s competitors not been able to duplicate its customer relationship strategy?
Discuss some ways that P&G’s CBD structure is more effective than a single sales rep.
This case covers the various members of a P&G Customer Business Development team. For a P&G corporate client, illustrate how the different roles of the buying centre might interact with that CBD
For the same product, discuss the differences in the types of decisions and the decision process for business and consumer markets.
Compare and contrast the nature of the business market structure and demand relative to consumer market structure and demand for a specific P&G product.
If each sales rep earns a salary of €60,000 per year, what sales are necessary to break even on the sales force costs if the company has a contribution margin of 40 per cent? What effect will
hours, and each sales rep has approximately 1,250 hours per year to devote to customers per year. (AACSB: Communication; Analytical reasoning)
Refer to Appendix 2 to determine the number of salespeople a company needs if it has 3,000 customers who need to be called on 10 times per year. Each sales call lasts approximately
How would other company employees interpret your acceptance of this invitation?
Do you think the supplier will expect ‘special’ treatment in the next buying situation?
Just because it is not specifically mentioned in the employee manual, would you be acting ethically if you accepted?
Do you accept or decline the invitation?
Research mobile procurement and discuss the roles in the buying centre that are affected most by this technology. (AACSB: Communication; Reflective thinking)
The US government is the world’s largest purchaser of goods and services, spending more than €460 billion per year. By law, 23 per cent of all government buying must be targeted to small firms.
Interview a businessperson to learn how purchases are made in his or her organisation. Ask this person to describe a straight rebuy, a modified rebuy and a new-task buying situation that took place
Business buying can be a very involved process. Many companies employ procurement or purchasing experts dedicated to managing the firm’s buying process. Visit www.glassdoor.com/salaries and
List the participants in the business buying process.What factors influence the buying decision? (AACSB:Communication; Reflective thinking)
Briefly discuss the straight rebuy and modified rebuy strategies. What are the similarities and differences?When might it be beneficial to use one approach over the other? (AACSB: Communication,
Describe the tools B-to-B marketers use to engage customers. What are the challenges with B-to-B social media marketing? (AACSB: Communication; Reflective thinking)
Explain how the market structure and demand differ for business markets compared with consumer markets.(AACSB: Communication; Reflective thinking)
What role does the Porsche brand play in the self-concept of its buyers?
Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?
Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s?
Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer.
Analyse the buyer decision process of a traditional Porsche customer.
Of the four sets of factors affecting consumer behaviour, which most strongly affects how college sports fans consume a sport?
Discuss how a college sports fan might go through the buying decision process, providing examples for each stage.
What ‘product’ is a college athletics department selling?
Discuss the ethical issues surrounding the bottled water industry. (AACSB: Communication; Ethical reasoning)
Digital influencers can shape consumer product acceptance and adoption. Discuss the process of making a purchase through a podcast, blog or social media account based on the recommendation of a
Find an example of a blog on a topic that interests you.Are there advertisements on the blog? Does the blogger appear to be sponsored by any companies? Is there information regarding sponsorship?
The characteristics of a new product affect its rate of adoption. Identify the five characteristics that influence the rate of adoption and describe how each factor will influence the rate of
Discuss the steps of the consumer buying process for a new product. Next, identify a new product that you have recently adopted into your daily lifestyle. What is the new product that was adopted? As
Researchers study the role of personality on consumer purchase behaviour. There are lots of surveys you can take to gauge your personality and your consumer personality in particular. (See for
Name and describe the stages in the adoption process.How might a student go through the adoption process when choosing a college or university? (AACSB: Communication; Reflective thinking)
Briefly describe the four psychological factors influencing consumer buyer behaviour. Explain their importance to marketers. (AACSB: Communication; Reflective thinking)
What is subculture? Describe at least two subcultures to which you belong and identify any reference groups that might influence your consumption behaviour. (AACSB:Communication; Diversity;
What is a total market strategy, and why do marketers use this approach? Provide a recent example of a product or service that uses the total market strategy approach and discuss the components that
Define the consumer market and describe the four major sets of factors that influence consumer buyer behaviour. Which characteristics influenced your choice when deciding on the college or university
How can Holland & Barrett use marketing information and customer insights to ensure that all their growth strategies have succeeded?
What should Holland & Barrett do now to enhance their customer relationship management?
How have Holland & Barrett mined their big data to use market information more effectively?
What kinds of partnerships might Nielsen need to form with other companies in order to accomplish its goals?
Providing a real-world example, describe how Nielsen might discover a consumer insight.
What is Nielsen’s expertise?
What is the expected value of perfect information(EMVPI)? Should the research be conducted? (AACSB:Communication; Analytical reasoning)
Calculate the expected monetary value (EMV) of both company actions. Which action should the company take? (AACSB: Communication; Analytical reasoning)
Debate whether it is ethical for marketers to use metadata to link individual consumers with specific credit card transactions. (AACSB: Communication; Ethical reasoning)
Describe at least four applications you use that provide location, time and date information that can be tied to your identity. (AACSB Communication; Reflective thinking)
After reviewing the tutorials on http://www.internetsociety.org/your-digital-footprint-matters, do you plan to alter your online habits? Are you concerned about your digital footprint and the data
Have you ever thought about the data you leave behind for marketers to collect? Marketers are always looking for digital footprints, which are traceable sources of online activities. Visit
Conduct an online search to learn more about the marketing research industry. Develop a presentation describing the variety of jobs in the marketing research field along with the compensation for
Suppose you are conducting market research for your favourite soft drink brand. Sales have been lagging for two quarters, and you are determined to find out why.You decide to host an in-person focus
In a small group, identify a problem faced by a local business or charitable organisation and propose a research project addressing that problem. Develop a research proposal that implements each step
What are the similarities and differences when conducting research in another country versus the domestic market? What research strategies might a company use to address the differences in various
Marketers make heavy use of both primary and secondary data. What is primary data? What is secondary data?What are the possible benefits or drawbacks of using each of these data types? (AACSB:
What is customer relationship management (CRM)? How are firms integrating this information into their marketing and general business practices? Provide an example of CRM in a firm. (AACSB:
Explain how marketing intelligence differs from marketing research. Which is more valuable to a company? Why? (AACSB: Communication; Reflective thinking)
What factors in the marketing environment not mentioned in this case could affect Fitbit?
How should Fitbit overcome the threats and obstacles it faces?
What macroenvironmental factors have affected Fitbit?
What microenvironmental factors have affected Fitbit since it opened for business?
Name and describe the types of publics in a company’s marketing environment. (AACSB: Communication)
On which internal and external partners did Jørgen’s approach concentrate? Why?
Using the product/market expansion grid, which approach has LEGO adopted under the leadership of Jørgen? Is this different to past approaches?
In the early 2000s, was LEGO focused on its products or its marketplace? Why?
How has Konica Minolta modified its marketing mix? Are these changes in line with its mission?
What market conditions led Konica Minolta to re- evaluate its marketing strategy?
What is Konica Minolta’s mission?
Which company is doing better overall and with respect to marketing? Explain. (AACSB: Communication; Analytic reasoning; Reflective thinking)
Calculate marketing return on sales and marketing ROI for both companies, as described in Appendix 2. (AACSB:Communication; Analytic thinking)
From an ethics standpoint, discuss Chipotle’s focus on sourcing non-GMO food products versus attention to food safety. The company’s oversights in food safety resulted in numerous customers
Has Chipotle’s focus on eliminating GMOs created value for its customers? Defend this market strategy. (AACSB:Communication; Ethical reasoning)
Why must marketers practise marketing control, and how is it done? (AACSB: Communication)
In view of the stiff competition in the UK retail sector, suggest various ways by which Argos could continue to provide better value to its customers.
What are the key actions taken by Argos that show that the organisation is following the changing marketing landscape?
How is the concept of share of customer illustrated in the case study?
To what extent do you think the acquisition of Argos by Sainsbury’s resulted in delivering superior value to customers?
How does Eskimo Joe’s build long-term customer relationships?

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