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mktg principles of marketing

Questions and Answers of MKTG Principles Of Marketing

2.. What variables are used tor segmenting die market for:fa) casual clothing; (b) beer; and (c) holidays?
1. \Vhat are the benefits of mass marketing versus market segmentation for a business? Discuss in relation to examples of product and service providers.
6. Suggest alternative segments for P & G to enter and suggest how the brands for Chat segment should be promoted.
5. Many people without babies use Dreft. Why do you think that is the case and would you encourage such 'off target' consumption?
4. Why do competitors in the same market segment the market differently?
3. If you were in competition with P & G, would you match it brand for brand, concentrate on fewer segments or try to find new ones?
2. When a company like P & G has so many brands, many of them often do not make money. That being the case, why do you think it keeps the loss-making brands?
1. Why does P & G spread its marketing effort across so many brands rather than concentrating on oneV
Explain how companies identify attractive market segments and choose a market-cover age strategy
List and discuss the primary bases for segmenting consumer and business markets.
Define market segmentation and market targeting.
6. Where should Ballygowan's management go from here? What extra research should they do, if any? Should they go ahead with the existing marketing strategy, reposition the product, start again or
5. What explains Ballygowan's poor showing in the market? Did Ballygowan do too much, or too little, market research?
4. Were the methods appropriately used and what alternatives would you suggest? Why could in-depth marketing research lead to wrong strategic choices?
3. Relate the market research to the stages in the product development process and explain how they contributed to Ballygowan's understanding of the strategy for launching Kisqua.
2. What sorts of information were Ballygowan's management hoping to get from the different methods they used? Is quantitative marketing research intrinsically more reliable than qualitative research?
1. What types of market research method did Ballygowan use?
Primary focus to be the Irish market, but with export potential.?
It should be packed in 1.5 litre plastic bottles, 330 ml cans and 250 ml glasses.
Develop a brand with a premium but accessible imagery, and superior product quality, but priced competitively with major brands.t The brand should have no overt Ballygowan endorsement,
Target the branded soft-drink sector - Coke, 7-Up, Club, Lilt, and so on.
Develop name, branding, positioning, communication and marketing Strategies.
Develop formulations for up to six flavours.
Identify and brief three companies to develop prototype products based on pure juices and Ballygowan Spring Water with natural flavours and sweeteners, carbonated, containing preservatives, but not
6. Evaluate ACT's marketing research process (Exhibit 1).
5. Based on the marketing research process discussed in the text, what is ACT's marketing research objective, and what problem is the company addressing?
4. Evaluate ACT's proposed questionnaire (Exhibit 3). Does it address the issues raised in Exhibit 2? What changes would you recommend?
3. What decisions has ACT made about its research approach, contact method and sampling plan?
2. What sources of marketing intelligence can ACT use to gather information on the industry and its competition?
1. Based on information in the case and in Exhibits 2 and 3, just what in Leyshon trying to learn through marketing research? What additional trends and information might he want to monitor as part
9. How can a supplier be a better partner to manufacturers?
8. How can manufacturers use electronic controls to add value to midlevel appliances?
7. What features and issues other than price drive the use of electronic controls?
6. What arc the manufacturers' impressions of suppliers' strengths and weaknesses?
5. How sensitive are manufacturers to the price of electronic controls versus standard electro mechanical controls?
4. How rapidly will manufacturers adopt electronic controls for their appliances, by category of appliances?
3. Are there any unidentified issues from AGT's. the manufacturers' or the retailers' perspectives?
2. Who are the decision makers in the electronics buying process?Who has the power between the retailer and the equipment manufacturer?
1. What problems do equipment manufacturers and retailers face in making and selling home appliances? Flow can ACT help solve those problems?
6. What leading indicators migllt help you predict .sales of ears? mobile phones? baby foods? Describe a general procedure for finding leading indicators of product sales.
5. As marketing manager for 1'edigrce Chnm cat food, you have seen sales jump 50 per cent in the last year after years of relatively stable sales. How will you forecast sales for the coming year?
4. In market measurement and forecasting, which is the more serious problem: overestimating demand or underestimating it? (live your reasons.
Nintendo intends to develop a new range of multimedia products for older children and adults, and wants to test the feasibility of the idea.
Virgin is considering where to locate a new music store in a fast-growing suburb.
Gillette wants to determine whether a new line of deodorants for teenagers will IIB profitable.
A college or university bookshop wants to get sonic insights into how students feel about the shop's merchandise, prices and service,
Nestle wants to investigate the impaet of children on their parents' decisions to buy breakfast foods.
3. What type of research would be appropriate in the following situations and why?
2. Companies often face rapidly changing environments.Can market research information go stale? What issues does a manager face in using these research results?
1. You arc a marketing research supplier, designing and conducting studies for a variety of companies. What is the most important thing you may do to ensure your clients will get their money's worth
What arc the best variables for segmenting my market and how many segments exist?
How much should 1 spend on advertising?t What are the best predictors of which consumers are likely to buy my brand versus my competitor's brand?
If 1 raised my price 10 per cent and increased my advertising expenditures 20 per cent, what would happen to sales?
What are the chief variables affecting my sales and how important is each one?
6. Do you think it is right to deprive your child of the opportunity to grow into a mature person through the experience of adventure holidays?A loaded question. Given the bias, how can any parent
5. What are the most salient and determinant attributes in your evaluation of adventure holidays?What are 'salient' and 'determinant' attributes? Don't use big words on me!
4. How many adventure holiday operators mailed literature to you last April? This April?Wlio can remember this?
3. Do your children behave themselves well on adventure holidays?Yes"( ) No( )'Behave' is a relative term. Furthermore, are 'yes' and 'no' the best response options for this question? Besides, will
2. Arc you a strong or a weak supporter of overnight camping for your children?What do 'strong'and 'weak'mean?
1. What is your income to the nearest hundred pounds?People don't usually know their income to the nearest hundred pounds nor do they want to reveal their income that closely. Moreover, a researcher
How will the product affect the stores' overall image?
How would different prices affect the sales of the product?
Which advertising approach would have the greatest effect on sales of their fragrances?
How will the fragrances affect the sales of other menu items?
How much will the fragrances increase Virgin's sales?
6. If Qantas's conclusion is that the market is uncertain, how should it proceed in acquiring new airliners?
5. What techniques should Qantas use to forecast overall demand over the next ten years? How should it estimate what customers1 tastes are likely to be over the next decade?
4. Are Lufthansa's findings from its study likely to apply in south-cast Asia? What is likely to make customer research in southern Asia more complicated than in Europe?
3. Does the past steady growth of the economies in the region mean it is reasonable to project similar levels of growth for the next decade?
2. Is it realistic for Qantas to conduct a single forecast for passenger traffic in the region, or should it base its projections on several separate forecasts? If so, what separate forecasts should
1 Why is market forecasting so important ro airlines like Cathay Pacific and Qantas?
Explain specific techniques that companies use to forecast future demand.
Discuss the main methods for estimating current market demand.
Compare the advantages and disadvantages of various methods of collecting information.
Describe the four steps in the marketing research process.
Explain the importance of information to the company.
6. Would you recommend the company to sign the deal with AEG-LT?
5. What is JFP looking for in its joint ventures?
4. How does the market vary across Europe? What mistakes were made in Spain and France?
3. What are the roles in the buying centre for lamps towards the end of the case? How does JFP seek to influence people in the buying process?
2. What were the vital strategic shifts of JFP and what stimulated them?
1. What are the chief strengths and weaknesses of the Catalan company?How and why did they change over time?
6. Assume you are selling a fleet of fork-lift trucks to be used by a large distribution and warehousing firm.The drivers of the fork-lift trucks need the latest technology that provides comfort,
5. Industrial products companies have advertised products to the general public that consumers are not able to buy. How does this strategy help a company sell products to resellers?
4. Discuss the principal environmental factors that would affect the purchase of radar speed detectors by national and local police forces.
3. How would a marketer of office equipment identify the buying centre for a law firm's purchase of dictation equipment for each of its partners?
2. Which of the main types of bviying situation are represented by the following individual circumstances?= BMW's purchase of computers that go in cars and adjust engine performance to changing
1. Identify the ways in which the fashion clothing market differs from the military uniform market.
6. Develop the economic argument for a business jet that is likely to be acceptable to a firm's shareholders.
5. Since it is unlikely that people will respond to an advertisement by buying an executive jet, why arc they advertised?
4. What features of the product are most likely to interest people involved in the decision to purchase an executive jet?
3. Who are the critical people to influence when selling executive jets?
2. Is it correct to say that, unlike people in consumer markets, business buyers are rational?
3. What are the reasons for businesses buying executive jets?
Explain how institutional and government buyers make their buying decisions.
List and define the steps in the business buying decision process.
Identify the main factors that influence business buyer behaviour.
Explain how business markets differ from consumer markets.
6. What marketing strategy should Gillette adopt to encourage men to switch from disposables to system razors? How would buyer decision processes towards new products affect your recommendations?
5. What explains Bic's differing success in competing against Gillette in the disposable pen, lighter and shaver market? Why do you think Bie perfume failed?

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