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mktg principles of marketing

Questions and Answers of MKTG Principles Of Marketing

18-14 What will happen to the gross margin generated by the iPad if Apple reduces the price by €100? (AACSB: Communication;Analytical reasoning
18-13 Calculate Apple’s gross margin per unit and gross margin as a percentage of sales for the 16 GB iPad2. What is Apple’s gross margin if the company sells 10 million iPads? (AACSB:
18-12 iFixit used the iPad teardown as a publicity stunt to promote its repair business. Apple is a ‘closed company’and doesn’t want users repairing its products. In fact, users cannot replace
18-11 Using Google, search for ‘iPad teardown’ to find what information is available on the iPad. Is it ethical to ‘tear down’ a product and share that information publicly or sell it to
18-8 One source of competitive information is product teardowns.Information such as a bill of materials (BOM) –a listing of all the elements of a product and their costs– can be very useful. Find
18-7 Form a small group and conduct a customer value analysis for competing companies in an industry of your choice. Who are the strong and weak competitors? For the strong competitors, what are
18-6 Companies pursuing a blue-ocean strategy attempt to find uncontested market spaces. Apple is described in the chapter as an example of a company pursuing and succeeding with such a strategy.
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➤ Objective 3 Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centred organisation.Balancing customer and competitor orientations(pp. 551–552)
➤ Objective 2 Explain the fundamentals of competitive marketing strategies based on creating value for customers.Competitive strategies (pp. 543–551)
➤ Objective 1 Discuss the need to understand competitors as well as customers through competitor analysis.Competitor analysis (pp. 537–543)
4 For these and other direct marketing statistics in this section, see Direct Marketing Association, The DMA Statistical Fact Book 2014 , 36th ed., April 2014; and a wealth of other information at
3 See ‘Priceline profit tops estimates as bookings rise’, Reuters, 20 February 2014, www.reuters.com/article/2014/02/21/us-priceline-results-idUSBREA1J26X20140221 ; and
2 C omBlu, ‘The state of online branded communities’, h ttp://comblu.com/downloads/ComBlu_StateOfOnlineCommunities_2012.pdf , accessed November 2012; ‘The strangest Mountain Dew flavors ever
1 Based on information from Sarah Kessler, ‘With Paper, Facebook stops trying to be everything for everyone’, Fast Company, 30 January 2014,
17-14 How are marketers measuring the return on investment in mobile advertising? Develop a presentation suggesting metrics that marketers should use to measure the effectiveness of mobile
17-13 Research on the web how much is spent on mobile marketing and what is the growth rate of expenditures in this medium in different parts of the world? Compare those expenditures to spending on
17-12 Discuss other ways marketers can track consumers in ‘meat space’. (AACSB: Communication; Reflective thinking)
17-11 Debate whether or not it is ethical to track consumers’physical movements, especially children’s. (AACSB:Communication; Ethical reasoning)
17-10 Mobile marketing can be confusing for a small business owner. Develop a presentation to present to small business owners that describes mobile marketing, its advantages and disadvantages, and
17-9 What local businesses in your community are using online, social media and/or mobile marketing? Interview the owner or manager of one of the businesses to learn how the business uses these
17-8 Develop a presentation about phishing. In your presentation, define phishing, show three examples (search Google Images for phishing examples), and discuss how consumers and businesses used in
17-7 Will the pressure towards greater openness and disclosure requirements regarding ads and endorsers make Twitter less effective as an advertising medium? (AACSB:Communication; Use of IT;
17-6 In a small group, design and deliver a direct-response television ad (DRTV) for a national brand not normally associated with this type of promotion, such as an athletic shoe, motor car or food
17-5 List and briefly describe the major traditional forms of direct marketing. (AACSB: Communication)Critical-thinking exercises
17-4 Discuss the advantages and challenges of social media marketing. (AACSB: Communication)
17-3 Name and describe the two main forms of online advertising.(AACSB: Communication)
17-2 Compare and contrast a marketing website and a branded community website. (AACSB: Communication)
17-1 List and briefly describe the various forms of direct digital and social media marketing. (AACSB: Communication)
Objective 5 Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing.Traditional direct marketing forms (pp.
Direct and digital marketing (pp. 502–505)• Objective 2 Identify and discuss the major forms of direct and digital marketing.Forms of direct and digital marketing (pp. 505–506)Digital and
5. Is it possible for HP to function like a smaller company? Why or why not?• Objective 1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.
4. Given that Hurd has an effective sales force, does he really need to meet with HP partners as much as he does?
3. Describe some of the differences in the selling process that an HP sales rep might face in selling to a long-term established customer versus a prospective customer.
2. What are the positive and negative aspects of HP’s new sales force structure?
1. Which of the sales force structures described in the text best describes HP’s structure?
16-14 At what level of sales would it be more cost-efficient for Wheels to use sales agents compared to its own sales force? To determine this, consider the fixed and variable costs for each
16-13 Refer to Appendix 2: Marketing by the numbers, to answer this question. Determine the number of salespeople Wheels needs if it has 1,000 bicycle shop accounts that need to be called on four
16-12 Research published stories of the incentives offered to doctors by pharmaceutical companies to persuade them to prescribe particular drugs, and the sanctions being applied by governments in the
16-11 Do you believe it is wrong for pharmaceutical companies to explain the benefits of their products to physicians in this way? Suggest other alternatives for reaching doctors to inform them of
16-10 Design a sales promotion campaign using online, social media and mobile marketing for a small business or organisation in your locality. Develop a presentation to pitch your campaign to the
16-9 Throughout the world, businesses large and small are using online, social media and mobile marketing to influence buyer behaviour and generate customer engagement. Research the tips available
16-8 Find an example of each type of consumer sales promotion tool.• Explain how you obtained the promotion (that is, how did the marketer distribute it to consumers?) and what you think the
16-7 Select a product or service and role-play a sales call –from the approach to the close – with another student.Have one member of the team act as the salesperson with the other member acting
16-6 Hiring the right people for sales jobs is an important sales management function. Aptitude tests are used often to assist in assessing a candidate’s abilities and traits. Search the Internet
16-5 Discuss the different types of trade sales promotions and distinguish these types of promotions from business promotions.(AACSB: Communication)
16-4 Define sales promotion and discuss its objectives.(AACSB: Communication)
16-3 Discuss how online, mobile and social media tools are changing the selling function. (AACSB: Communication;Reflective thinking)
Why might a company have both? (AACSB: Communication;Reflective thinking)
16-2 Compare an inside sales force and an outside sales force.
16-1 Compare the three sales force structures outlined in the chapter. Which structure is most effective? (AACSB:Communication; Reflective thinking)
Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing (pp. 482–486) .
Objective 3 Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.The personal selling process (pp. 482–486)• Objective 4 Explain
Objective 2 Identify and explain the six major sales force management steps.Managing the sales force (pp. 470–482)
5. To what extent can an engaged brand community protect Coca-Cola from changes in market tastes that favour other kinds of soft drinks and refreshments?• Objective 1 Discuss the role of a
4. Has the Coca-Cola communications strategy been effective?Support your answer.
3. What do you see as the disadvantages of a PR-based communications strategy as opposed to a conventional media advertising approach?
2. What measures would you take to evaluate the short-term and longer-term effectiveness of the Coca-Cola strategy?
1. How would you summarise Coca-Cola’s PR strategy in this case and how does it relate to an integrated marketing communications approach?
15-10 Mobile advertising is one of the fastest growing sectors of digital advertising, but how is mobile advertising effectiveness measured? Research this issue and create a report of your findings.
15-9 Compare and contrast Facebook’s, Google’s and Twitter’s ad networks. Which is most effective for advertisers? (AACSB: Communication; Reflective thinking)
15-8 The Public Relations Society of America (PRSA) in the USA, and the Chartered Institute of Public Relations in the UK, make awards for the best public relations campaigns in their countries.
15-7 According to a recently released study, mascots create more social media buzz than do celebrity endorsers. In a small group, find an example of a company using a mascot to create social media
15-5 Discuss the tools used by public relations professionals.Is public relations free promotion for a company?(AACSB: Communication)
15-4 What are the role and functions of public relations within an organisation? (AACSB: Communication)
15-3 Why has measuring advertising effectiveness become so important? What types of advertising results do marketers measure and what are the issues related to this assessment? (AACSB: Communication)
15-2 Compare and contrast advertainment and branded entertainment.(AACSB: Communication)
15-1 Describe the major elements of a firm’s advertising strategy.(AACSB: Communication)
➤ O bjective 4 Explain how companies use PR to communicate with their publics.Major public relations tools (pp. 455–456)
➤ O bjective 3 D efine the role of public relations (PR) in the promotion mix.Public relations (p. 454)The role and impact of PR (pp. 454–455)
➤ O bjective 2 Describe the major decisions involved in developing an advertising programme.Setting advertising objectives (pp. 438–440)Setting the advertising budget (pp. 440–441)Developing
➤ O bjective 1 D efine the role of advertising in the promotion mix.Advertising (pp. 437–438)
14-13 Determine the advertising-to-sales ratios for two competing companies and compare them to the industry advertising-to-sales ratio found above. Why do you think there is a difference between
14-12 Find industry advertising-to-sales ratio data. Why do some industries have higher advertising-to-sales ratios than others? (AACSB: Communication; Use of IT; Reflective thinking)
14-11 Find other examples of marketers creating controversy by promoting culture-based products that could be viewed as inappropriate by others outside of that culture. (AACSB: Communication;
14-10 Since lighter skin and skin whitening are popular in Thailand, is it wrong for marketers to offer and promote products that encourage this belief and behaviour? Explain why or why not. (AACSB:
A Unilever brand in Thailand ran into some problems with one of its promotion campaigns, the ‘Citra 3D brightening girls search’. Citra Pearly White UV Body Lotion is marketed as a skin-whitening
14-9 Debate whether or not current regulations and guidelines regarding online advertising are adequate for this 428 PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX type of promotion. Is it
14-8 Find examples of native advertising on various publishers’websites. Create a presentation with screen shots showing the content and how it is identified. Has the content been shared with
Marketers have always advertised in traditional media such as newspapers, television and magazines, but today they are increasingly creating content for the online platforms of these media through
14-7 Find three examples of advertisements that incorporate socially responsible marketing in the message. Some companies are criticised for exploiting social issues or organisations by promoting
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.

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