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mktg principles of marketing

Questions and Answers of MKTG Principles Of Marketing

9.3 How might the product development stage differ for:(a) an fmcg product; and(b) a B2B product?
9.2 What are the potential benefits and pitfalls of using a screening approach based on rating ideas against weighted criteria?
9.1 Find an example of a new product for each of the types of newness categories discussed at pp. 383 et seq. What particular marketing problems do you think the organisations launching each of those
9.5 What is the difference between outsourced and collaborative R&D?
9.4 How are marketing, production and financial concerns brought together at the business analysis stage?
9.3 What is concept testing and why is it a crucial stage in the NPD process?
9.2 What are the eight stages of the NPD process?
9.1 What is the difference between dynamically continuous innovation and discontinuous innovation?
5 outline some current trends in R&D management.
4 appreciate the reasons for new product failure; and
3 analyse the eight stages in the new product development process;
2 understand the reasons for new product development;
1 define the various types of product ‘newness’ and the marketing implications of each;
4 How would you advise Butlins to manage its brand in the future in order to appeal to a new generation of customers?
3 How might the needs of those seeking a oneor two-week family holiday differ from those looking for an activity-themed adult-centred short break? Can Butlins serve both these segments successfully
2 Why do you think the Butlins name has been retained throughout, and to what extent is this a good idea?
1 Summarise the ways in which the Butlins brand has changed and the reasons why. What are the particular difficulties of repositioning a service brand like this?
4 What advice would you give Sunny Delight’s new owners to help them to make the most of their acquisition?
3 To what extent and why do you think that the product lifecycle concept could have been a useful tool for Sunny Delight’s marketing managers?
2 To what extent and how does Sunny Delight’s approach to product launch and relaunch reflect what you would expect from product lifecycle theory?
1 Draw the product lifecycle for Sunny Delight. What type of lifecycle have you drawn (see Figure 8.2)?
8.5 Find an example of:(a) a successful pan-European brand; and(b) an unsuccessful pan-European brand.What do you think has contributed to the success/failure?
8.4 What circumstances might lead an organisation towards pan-European branding?
8.2 Why is product management essential?
8.1 In what ways might customer specified products complicate the product management task?
8.5 Outline the alternative product deletion methods available and the advantages and disadvantages of each.
8.4 Define product positioning and summarise the reasons why it is important.
8.2 What are the alternative ways of allocating product management responsibility in B2B markets?
8.1 Define the four stages of the product lifecycle.
5 outline the issues surrounding pan-European branding.
4 define the role and responsibilities of the product or brand manager; and
3 understand the scope and implications of the various decisions that management can take with regard to product ranges, including deletion;
2 appreciate the importance of product positioning and how it both affects and is affected by marketing strategies;
1 understand the product lifecycle concept, its influence on marketing strategies and its limitations;
4 Assess the threat posed to Viagra by (a) new entrants to the market, and (b) the proliferation of counterfeit Viagra.
3 To what extent do you think the packaging considerations are the same for Viagra and a mainstream fmcg product?
2 How would you classify Viagra as a consumer product?
1 What issues do you think a pharmaceutical company like Pfizer has to take into account when deciding on a brand name for a new drug?
4 Why do you think the Mini has been so successful in the US?
3 What are the advantages and disadvantages of using an existing brand name for this new product launch?
2 How could the Mini’s core product be translated into tangible, augmented and potential products as represented in Figure 7.1? To what extent might the planned changes to specifications and
1 What is the core product that the Mini offers compared with the mainstream BMW range?Why do you think BMW was prepared to invest so much to have the Mini in its range?
7.4 List as many functions of packaging as you can.
7.3 Choose a manufacturer of consumer products and list all the brands it sells. How might these brands be grouped into product lines and why?(You might find Figure 7.2 helpful.)
7.2 Adapt Figure 7.1 to suit the specific example of a personal computer:(a) for family use; and(b) for the use of a small business.How do your two diagrams differ from each other, and why?
7.5 How can design contribute to the success of a new product?
7.4 What are the advantages and disadvantages of monolithic branding compared with discreet branding?
7.3 What are the six different categories within the user-based product classification system for B2B products?
7.1 What is the augmented product and why might it be important?
4 understand the broad issues relating to product design and quality and their contribution to marketing.
3 appreciate the functional and psychological roles of packaging;
2 understand the nature, benefits and implementation of branding;
4 Why should MTV invest in market research? For what purposes could MTV use (a) focus groups and (b)questionnaire-based surveys?
3 What segmentation variables are reflected in the two audience profiles presented in the case? What other variables could usefully be incorporated into these profiles?
2 What is the viewer actually ‘buying’ when they tune into MTV? What factors, internal and external, are likely to influence their choice of MTV, and their attitude towards it?
1 Why do you think MTV felt that it was necessary and worthwhile to develop 38 locally programmed MTV channels? What are the risks of this? Is MTV right to divide Europe into separate regions or
4 To what extent do you think it would be ethical for condom manufacturers to undertake a survey of 14–16-year-olds?
3 Thirty per cent of buyers still have some reservations about purchasing condoms.Suggest a programme of primary research that might tell the manufacturers why this is.
2 Design your own questionnaire with the objective of finding out what the most appropriate methods of distribution of condoms are for the student audience.
1 What do you believe the advantages might be in conducting a survey like this online rather than face-to-face, by telephone, or by post?
4 If you were the marketing director of SMA, what uses could you put the research findings to, bearing in mind the constraints in this sector?
3 Twenty-five minutes is a long telephone interview, and would usually exceed a respondent’s tolerance level. What factors do you think contributed to the respondents’ willingness to participate
2 Why do you think the qualitative phase was conducted in friendship pairs rather than individual interviews or larger focus groups, and why in the respondents’ own homes?
1 Sometimes clients feel the need for a ‘fresh look’ at their market, and employ a new research agency. What do you think the benefits to SMA were in using Leapfrog, its long-term research
6.5 Why is a sound research brief important, what should it contain and how does it influence each of the subsequent stages in the process?
6.4 Why is an ethical approach to marketing research important and what are the main areas of concern?
6.3 Design a questionnaire. It should contain about 20 questions and you should use as many of the different types of question as possible. Pay particular attention to the concerns discussed at
6.1 How many sources of secondary data can you list? Check your list against what your library or learning resources centre has to offer.
6.5 Discuss the role and content of an MIS and how it might relate to a DSS.
6.4 Define the stages of the market research process and outline what each one involves.
6.3 What are the main stages in the sampling process and what does each involve?
6.1 Why is market research an essential tool for the marketing manager?
5 appreciate some of the ethical concerns surrounding marketing research.
4 outline the sources of secondary and primary data, understand their role and the issues involved in their collection and analysis; and
3 become familiar with the various steps involved in the marketing research process;
2 understand the role of a marketing information system and a decision support system, and develop an awareness of the various types of information available;
1 recognise the importance of information to an organisation and the role information plays in effective marketing decision-making;
3 What are the risks and rewards for a mainstream company targeting the gay segment?
2 What segmentation bases are relevant to the gay pub/club and holiday markets?
1 To what extent does the gay segment conform to the criteria for successful segmentation?
4 What kind of targeting strategy is Neu Engineering using now, and what strategy is it moving towards? To what extent do you think this move is a good idea?
3 Why do you think Neu Engineering gains such a high proportion of repeat business?
2 What, if anything, do those segmentation bases have in common with those used in consumer markets?
1 What macro and micro segmentation bases are in evidence in this case?
5.5 How can market segmentation influence decisions about the marketing mix?
5.3 Choose a consumer market and discuss how it might be segmented in terms of benefits sought.
5.1 How might the market for personal computers, sold to B2B markets, be segmented?
5.5 What are the three approaches to targeting and what factors might affect the marketer’s choice of targeting strategy?
5.3 What is psychographic segmentation and why is it so difficult and so risky to do?
5.2 What are the main demographic variables used in consumer markets?
5.1 What is the difference between macro and micro segmentation in B2B markets?
4 appreciate the role of segmentation in strategic marketing thinking.
3 understand the potential benefits and risks of segmentation; and
2 understand the effects on the marketing mix of pursuing specific segments;
4 What are the advantages and disadvantages of being a domestic supplier rather than a foreign one?
3 What can a rolling stock supplier do to try to ensure that it gets the contract?
2 How is the buying decision-making process likely to work in a train operating company thinking of investing in some new rolling stock?
1 Outline the main STEP factors affecting demand in this market.
4 How much of a role should ‘international politics’ play in B2G marketing?
3 What are the biggest risks facing the SPDC and what could Alstom do to minimise those risks?

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