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mktg principles of marketing

Questions and Answers of MKTG Principles Of Marketing

■ Best practice – Fast fashion: combining logistics with differentiated marketing
■ Best practice – Targeting the affluent – your wish is their command
■ Best practice – Baby boomer marketing – not a hot topic for managers?
■ Company case – Spendrups: segmentation and customer orientation that drive the market
■ Segmentation in contemporary markets
3. What are the consequences for overseas companies that refuse to engage in less-than-ethical practices that foreign businesses or governments expect or that competitors use in foreign markets?
2. Is it right for countries to impose their ethical views and behaviour on other cultures, such as China?Give your reasons.
1. Discuss the ethical standards, in general terms, of Denmark, Germany, Italy, Russia, China and New Zealand. You are likely to come up with some interesting ideas.
1. Discuss at least three pros and cons of reverse auctions for buyers. Do the same for suppliers. Are reverse auctions used by businesses you know of? Ask a few companies to find out!2. How can a
2. Government procurement (buying goods and services for the government) is big business. It is a massive part of international trade, given the considerable size of the procurement market(often
1. 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
7. How do the institutional and government markets differ from business markets?
6. Suggest a few problems that may arise when using business buying process approaches.
5. Name and briefly describe the stages of the business buying process.
4. List the major influences on business buyer behaviour. Why is it important for the business-to-business marketer to understand these major influences?
● ‘I’ll place the order first thing tomorrow.’
● ‘Okay, it’s a deal – we’ll buy it.’
● ‘Without an appointment, no sales rep gets in to see Ms Svensson.’
● ‘I specified this bonding agent on another job, and it worked for them.’
● ‘This bonding agent better be good, because I have to put this product together.’
3. In a buying centre purchasing process, which buying centre participant is most likely to make each of the following statements?
2. Discuss several ways in which a straight rebuy differs from a new-task situation.
1. Compare and contrast business and consumer markets.
4 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.
3 List and define the steps in the business buying decision process.
2 Identify the major factors that influence business buyer behaviour.
1 Define the business market and explain how business markets differ from consumer markets.
2. Why might the results be somewhat misleading?
1. Determine the scores for brands A, B, C and D. Which brand would this consumer likely choose?
2. Many websites provide consumer reviews. The sites usually feature a rating system and actual written reviews. How influential are these types of reviews to you when you’re deciding on a purchase?
1. Visit ProductReview.com.au and search for a product you plan to buy in the near future. How useful is this website? Are there any risks involved in paying for user feedback, and linking potential
3. How did you decide on the university programme or course you are currently attending? Describe the factors that influenced your decision and the decision-making process you followed.
2. You are the vice-president of marketing for a small software company that has developed new and novel spam-blocking software. You are charged with selecting the target market for the product
1. Marketers often target consumers before, during or after a trigger event, an event in one’s life that triggers change. For example, after having a child, new parents have an increased need for
6. What product characteristics influence an innovation’s rate of adoption? Discuss the characteristics of smartphones, other electronic devices, and recent fashion trends.
5. What is a ‘new’ product and how do consumers go about deciding whether to adopt a new product?
4. How might a marketer influence a consumer’s information search through each of the four information sources discussed in the chapter?
3. Explain the stages of the consumer buyer decision process and describe how you or your family went through this process to make a recent purchase.
2. Name and describe the types of consumer buying behaviour. Which one would you most likely use if deciding on a laptop computer purchase and which for picking a restaurant for dinner?
1. How do consumers respond to various marketing efforts the company might use?Think about one very emotional product and one very functional. List the buyer characteristics that affect buyer
2 Name the four major factors that influence consumer buyer behaviour.
1 Define the consumer market and construct a simple model of consumer buyer behaviour.
■ The buyer decision process for new products
■ The buyer decision process
■ Types of buying decision behaviour
■ Characteristics affecting consumer behaviour
■ Model of consumer behaviour
■ Company case – Harley-Davidson
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What types of beer should it market to each of these segments? (AACSB: Analytical Thinking)
3. Assume you are the marketing manager for Tiger beer. In the past, Tiger employed a mass-marketing strategy. Do you think Tiger would be better off with a more differentiated strategy? Why or why
6. What is a value proposition? Discuss the five winning value propositions on which a company might position its products and give an example of each.(AACSB: Written and Oral Communication)Critical
1. Discuss the advantages of e-procurement to both buyers and sellers. What are the disadvantages?(AACSB: Written and Oral Communication;Reflective Thinking)2. Research mobile procurement and discuss
What are the strengths and weaknesses of the types of data used? How is the information presented? How will people who see the results of the study likely respond based on the presentation? Provide
1. Visit www.nielsen.com/us/en/insights/reports.html and select an example of a recent research report. Include the URL in a response that describes the study or studies that informed the report.
what is the weakness of nonprobability samples relative to probability samples? (AACSB:Communication; Reflective Thinking)
3. What three questions need to be answered when a researcher designs a sample? When would a marketing researcher use a nonprobability sample?
What are the arguments for defending them? (AACSB:Communication; Use of IT; Reflective Thinking)
1. Choose any of the ride-sharing companies.Describe how its business model works and the role technology has played in its success. What are the arguments for banning these types of businesses?
How might English, as the international business language, aid or impair international businesses in the region?
3. British cultural influence and, in particular, the English language, can be observed in several Asia-Pacific nations including Hong Kong, India, Pakistan, Singapore, Malaysia, Australia, and New
Discuss how forces in the natural environment have shaped these agribusinesses and how they can respond going forward.
2. In response to the depletion of non renewable resources, Asian agri-businesses like Wilmar began producing biofuels from palm oil and the like. However, some of these firms have been criticized
3. One source of competitive marketing intelligence is a company’s website. Visit Apple’s and Sony’s websites and, in addition, the homepage of your university/business school to search for
2. Assume you are interested in opening a children’s retail clothing store specialising in upmarket children’s fashions for all children up to the age of 10. You are unsure whether there is
1. Visit a free online web survey site of your own choice. Using the tools at the site, design a fivequestion survey on the entertainment opportunities in your area. Send the survey to ten friends
6. Refer to a small organisation you know.Suggest a few marketing information problems and how these can be solved in the light of the insights you gained during this chapter.
5. How does customer relationship management (CRM) help companies develop customer insights and deliver superior customer value? What might the drawbacks of CRM be?
4. What are the advantages and disadvantages of web-based survey research over traditional survey research?
6. Do you think it is right to deprive your child of the opportunity to grow into a mature person through the experience of summer camping? A loaded question. Given the bias, how can any parent
5. What are the most salient and determinant attributes in your evaluation of summer camps?What are salient and determinant attributes? Don’t use big words on me!
4. How many camps mailed or e-mailed information to you last year? This year? Who can remember this?
3. Do your children behave well at a summer camp? Yes [ ] No [ ] ‘Behave’ is a relative term.Furthermore, are yes and no the best response options for this question? Besides, will people answer
2. Are you a strong or weak supporter of overnight summer camping for your children? What do‘strong’ and ‘weak’ mean in this respect?
1. What is your income to the nearest thousand SEK? People don’t usually know their income to the nearest thousand SEK, nor may they want to reveal their income. Moreover, a researcher should never
4 Explain how companies analyse and use marketing information
3 Outline the steps in the marketing research process.
2 Define the marketing information system and discuss its parts.
1 Explain the importance of information in gaining insights about the marketplace and customers.
■ Company case – Tracking consumers on the web: smart targeting or a little creepy?
■ Public policy and ethics in marketing research
■ International marketing research
■ Marketing research in small businesses and non-profit organisations
■ Analysing and using marketing information
■ Marketing research
■ Best practice – Pizza Hut – a database can make the difference between attracting and keeping customers
■ Developing marketing information
■ Assessing marketing information needs
■ Marketing information and customer insights
3. Choose two Swedish companies that have been very successful in international marketing, and one that has failed, and try to explain why they succeeded and failed by using the micro- and
2. The French, in particular, are somewhat downhearted about the dominance of the English language in business.28 What steps can be taken to protect languages from becoming little more than regional

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