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mktg principles of marketing

Questions and Answers of MKTG Principles Of Marketing

8-9 Describe the core, actual and augmented levels of product associated with this product. What level does the monitoring service represent? Explain. (AACSB: Communication;Reflective thinking)
8-8 Find five examples of service-provider attempts to reduce service intangibility. Describe them. (AACSB:Communication; Reflective thinking)
8-7 A product’s package must satisfy many criteria, such as sustainability, convenience, safety, efficiency, functionality and marketing. Research ‘packaging awards’ and develop a presentation
8-6 In many countries, regulators are requiring improvements to the standard nutrition labels on food items. In a small group, research the nutrition labelling requirements and likely changes in a
8-5 Discuss how service providers differentiate their services from those of competitors and provide an example of each. (AACSB: Communication)
8-4 What is a brand? Describe the brand sponsorship options available to marketers and provide an example of each. (AACSB: Communication)
8-3 Explain the importance of product quality and discuss how marketers use quality to create customer value.(AACSB: Communication)
8-2 Name and briefly describe the important decisions in developing and marketing individual products and services.(AACSB: Communication)
8-1 What is a product? How do consumer products differ from industrial products? (AACSB: Communication;Reflective thinking)
Use of IT; Analytical reasoning)
7-14 Using the chain ratio method described in Appendix 2:Marketing by the numbers, estimate the market potential in the military (active duty and veterans) market in the USA. Could this model be
7-13 Discuss the factors used to evaluate the usefulness of the military personnel segment. (AACSB: Communication;Reflective thinking)
7-12 Give an example of a company that is countering this trend by offering more realistic dolls for young girls.(AACSB: Communication; Reflective thinking)
7-10 Can manufacturers use SoLoMo? Find examples of or make suggestions as to how manufacturers can use this type of targeting. (AACSB: Communication; Reflective thinking)
7-9 Search the Internet to find examples of retailers using SoLoMo and similar new technologies to target and engage potential customers, or describe your personal experience as a shopper in this
7-6 Advertisers use market segmentation when promoting products to consumers. For each major consumer segmention variable, find an example of a print ad that appears to be based on that variable. For
show. What competitive advantage does the show have over existing shows? How many and which differences would you promote? (AACSB: Communication;Reflective thinking)
7-8 Form a small group and create an idea for a new reality television show. Using the approach provided in the chapter, develop a positioning statement for this television
7-5 Discuss the criteria that should be evaluated in determining which differences a company should promote in its products. (AACSB: Communication)
7-4 Explain how a company differentiates its products from competitors’ products. (AACSB: Communication)
7-3 Explain how companies segment international markets.(AACSB: Communication)
7-2 Compare and contrast consumer and business market segmentation. (AACSB: Communication)
7-1 Name and describe the four major steps in designing a customer-driven marketing strategy. (AACSB:Communication)
4. How can the Industrial Internet potentially benefit B-to-C markets and customers? What impact might it have and in what ways?
3. B-to-B marketers at GE used the creative concept of Datalandia to promote the potential benefits of the Industrial Internet. What approach to marketing the Industrial Internet would you take to a
2. Business buyers focus on benefits (e.g. cost savings through equipment efficiency) rather than features (e.g. the colour of a piece of equipment). What are the potential benefits of the Industrial
1. What are the specific benefits of the Industrial Internet for each member of the buying centre? What is the key message that needs to be communicated to each member?
6-15 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
6-14 Refer to Appendix 2: Marketing by the numbers to determine the number of salespeople a company needs if it has 3,000 customers who need to be called on ten times per year. Each sales call lasts
6-9 Research mobile procurement and discuss the roles in the buying centre that are impacted most by this technology.(AACSB: Communication; Reflective thinking)
6-8 Discuss the advantages of e-procurement to both buyers and sellers. What are the disadvantages? (AACSB: Communication;Reflective thinking)
6-13 How would other company employees interpret your acceptance of this invitation?
6-12 Do you think the supplier will expect ‘special’ treatment in the next buying situation?
6-11 Just because it is not specifically mentioned in the employee manual, would you be acting ethically if you accepted?
6-10 Do you accept or decline the invitation?
6-6 Kaizen. Seiri. Seiton. Seiso. Seiketsu. Shitsako. Jishuken .These Japanese words are related to continuous quality improvement and are applied in supplier development programmes, particularly
6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions. (AACSB: Communication)
6-4 List the steps for a typical new task buying process.What is product value analysis and in which step of the buying process does it occur? (AACSB: Communication;Reflective thinking)
6-3 Discuss the major influences on business buyers.(AACSB: Communication)
6-2 Explain what is meant by systems selling and discuss why it is a preferred approach to buying for many organisations. (AACSB: Communication; Reflective thinking)
6-1 Explain how the market structure and demand differ for business markets compared to consumer markets.(AACSB: Communication; Reflective thinking)
➤ Objective 4 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.Institutional and government markets (pp. 180–182)
➤ Objective 3 List and define the steps in the business buying decision process.The business buying process (pp. 176–179)E-procurement and online purchasing (pp. 179–180)
➤ Objective 2 Identify the major factors that influence business buyer behaviour.Business buyer behaviour (pp. 172–176)
➤ Objective 1 Define the business market and explain how business markets differ from consumer markets.Business markets (pp. 170–172)
5. What role does the Porsche brand play in the self-concept of its buyers?
4. Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?
3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s?
2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer.
1. Analyse the buyer decision process of a traditional Porsche customer.
5-9 Summarise the FTC’s disclosure rules on using social media to promote products and services. Does the blogger you reviewed in the previous question follow these rules? Explain. (AACSB:
5-8 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?
4 Are there any disadvantaged or risks involved in developing this kind of centralised CRM system and putting it at the heart of an organisation’s strategic development?
3 Why is the CRM system regarded as so important to PwC’s long-term future success? What positive contribution could the system make at each stage of PwC’s marketing planning process?
2 You are the lead partner for a particular client who has just asked you for advice relevant to its newly established subsidiary in a foreign country. You, however, have no previous experience of
1 With reference to Figure 22.4, p. 1076, explain how PwC’s approach to CRM can help to enhance the quality of its service offering to its clients.
4 ‘The barriers to entry are low, but the barriers to success are high’. What do you think Carl Lyons meant by this and to what extent and why do you believe it to be true?
3 What are the implications for the further development of lastminute.com’s site and service offering of the research that indicates that only 4 per cent of people are interested in human contact
2 From the supplier's point of view, what are the advantages and disadvantages of selling travel and leisure services through an internet-based intermediary such as lastminute.com?
1. Explain how and why lastminute.com’s business orientation has evolved since its launch.
3 Beyond the obvious use of the internet, what contribution can other new media make to dating agencies' marketing and their service delivery?
2 Visit four different online dating agency sites.Define their apparent target markets and compare and contrast their marketing mix approaches to assess their positioning.
1 Summarise the sociocultural trends that have contributed to the success of online dating, and the ways in which online dating services have responded to those trends.
24.5 Find out about a recent m-marketing campaign.Analyse its impact and its contribution to the wider marketing communications strategy.
24.3 ‘New media have nothing more to offer the marketer than the more traditional forms of marketing communications’. Discuss.
24.2 Your campus-based university bookshop is worried that it might be losing business to online booksellers. Design and conduct a programme of primary research among students to establish the extent
4 appreciate the nature and usage of the three main elements of new media:e-mail marketing, wireless marketing and interactive television marketing.
3 gain insight into the marketing uses of the internet and its future development; and
2 appreciate the major trends in internet penetration and usage in both consumer and B2B markets;
1 understand the nature of internet marketing;
3 Why do you think that companies from countries that are strongly anti-corruption such as the UK might be tempted to collaborate in what could be interpreted as corrupt deals?Can it ever be
2 To what extent do you think it is possible to standardise the marketing mix for infant formula milk across international markets?
1 What advantages does indirect export have over other forms of market entry strategy in the arms trade?
4 How do you think generally that the international marketing of financial services products might differ from the international marketing of fmcg products such as toiletries or confectionery?
3 Summarise the views of the St Lawrence Bank and Tagus Bank on the advantages and disadvantages of standardisation and adaptation. To what extent do you think it is possible or wise for a foreign
2 Why do you think Tagus Bank decided to enter the Polish market via the stakeholding in a local company while St Lawrence Bank set up its own operations from scratch?
1 In assessing the Polish market as a potential new target, what factors would St Lawrence Bank and Tagus Bank probably have taken into account and why?
23.5 Citing examples that you have found, discuss whether standardisation is possible or desirable in international markets.
23.4 Find an example of a successful joint venture in an international market. What benefits have the parties to the venture derived from it?
23.3 Discuss the problems that small businesses might face in internationalising and the feasibility of the various market entry methods for them.
23.2 Choose an fmcg product from your home market that has not yet become an international product. Decide which foreign market you would like to launch this product in and find out as much relevant
23.1 To what extent do you think that internationalisation is essential for today’s organisations?
23.5 Summarise the factors that might create pressure towards adapting the marketing mix for a foreign market.
23.4 What factors influence the choice of market entry method?
23.3 What six broad groups of factors should be taken into account when selecting a foreign market?
23.2 Why do organisations internationalise?
23.1 Define Lynch’s five categories of international European organisation.
5 appreciate the reasons why individual elements of the marketing mix might have to be treated differently in different international markets.
4 develop an overview of the factors that encourage organisations to adapt their marketing offerings to suit specific international markets, and those that push them towards standardisation; and
3 define the various available methods of international market entry, outlining their advantages and disadvantages within the context of the broad factors influencing the choice of market entry
2 appreciate the problems of analysing international marketing environments and selecting markets to enter;
1 understand what international marketing is, and why it is so important to many organisations;
4 To what extent can ‘shock’ campaigns such as those produced by the NSPCC be justified?What are the potential advantages and disadvantages of such a campaign?
3 What benefits does a charity get from a promotional tie-in, such as the one between the NSPCC and the Yorkshire Building Society?
2 List the multiple publics for both resource attraction and resource allocation that an organisation like the NSPCC might be targeting. What kind of problems do you think might arise from having
1 In what ways do the special characteristics of services and the 7Ps of the services marketing mix apply to a charity?
4 What are the next stages the owners will have to go through to create and implement a franchised system?
3 If you were one of the potential franchisees at the meeting, what questions would you be asking?
2 Is the product concept, as outlined in this case, a good candidate for franchising?
1 Is franchising the best way forward for this business? What are its alternatives?

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