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business
principles of marketing

Questions and Answers of Principles Of Marketing

Discuss the concept of customer relationship management.Why is it essential that a business incorporate this in its operations? (AACSB: Communication; Reflective Thinking)
Why is marketing as important for not-for-profit organizations as profit-driven ones? (AACSB: Communication;Reflective Thinking)
Explain the growing importance of digital and social media marketing. (AACSB: Written and Oral Communication;Reflective Thinking)
Select an FTSE 100 company. How much did the company spend on marketing activities in the most recent year for which data are available? What percentage of sales does marketing expenditure represent
Use the internet to search for salary information regarding jobs in marketing in your region. What is the national average salary for five different jobs in marketing? How do the averages compare in
Go to www.facebook.com/cincinnatizoo and find posts that feature Fiona the hippo. How does the zoo’s communications team engage with Fiona’s fans? (AACSB: Written and Oral
What can other not-for-profit marketers learn from the Cincinnati Zoo’s use of social media to generate interest in Fiona? How does it fit with the Cincinnati Zoo’s overall social media strategy?
How would a business begin to frame an ethical marketing process as a template for their activities now and in the future? (AACSB: Communication; Ethical Reasoning) P+96
What is likely to motivate a business to adopt ethical marketing? (AACSB: Communication; Ethical Reasoning) P+96
If you bid $1.25 on a keyword related to your product and 14,000 people click on your PPC, how much will the search engine charge you? (AACSB:Communication; Analytical Reasoning) P+96
PPC can be expensive, so why is it popular as a marketing method? (AACSB: Communication; Reflective Thinking) P+96
To what extent do you think the acquisition of Argos by Sainsbury’s resulted in delivering superior value to the customers? P+96
How is the concept of share of customer illustrated in the case study? P+96
To what extent would you agree with the claim that Argos’s marketing management orientation is a marketing concept? Justify your standpoint with relevant points from the case study. P+96
What are the key actions taken by Argos which show that the organization is following the changing marketing landscape? P+96
In view of the stiff competition in the UK retail sector, suggest various ways by which Argos could continue to provide better value to its customers.OBJECTIVE
Explain company-wide strategic planning and its four steps. See: Company-Wide Strategic Planning: Defining Marketing’s Role ( pp 58–62 )OBJECTIVE
Discuss how to design business portfolios and develop growth strategies. See: Designing the Business Portfolio ( pp 62–66 )OBJECTIVE
Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. See Planning Marketing: Partnering to Build Customer Relationships (
Describe the elements of a customer value-driven marketing strategy and mix and the forces that influence them. See: Marketing Strategy and the Marketing Mix ( pp 68–73 )OBJECTIVE
List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment. See: Managing the Marketing
Discuss the role marketing plays in the company-wide strategic planning process. (AASCB: Written and Oral Communication) P+96
Describe how a company’s mission statement and objectives affect the way management plans its business portfolio. (AACSB: Communication; Reflective Thinking) P+96
Discuss how a new brand manufacturer would go about defining their market segments and then begin to target them. (AACSB: Communication; Reflective Thinking) P+96
Why do marketers need to practice constant marketing control? What steps are involved? (AACSB: Written and Oral Communication; Reflective Thinking) P+96
What is marketing return on investment (ROI)? Why does it matter? (AACSB: Written and Oral Communication) P+96
Locate the mission statements for the following organizations: (a) USAA, (b) United Airlines, (c) South Carolina State University (SC State), and (d) IKEA. Evaluate each statement using the criteria
How will the market likely respond to Lush’s abandoning its social media channels? (AACSB: Written and Oral Communication; Reflective Thinking) P+96
As Lush UK implements the change, how can it measure the effects of leaving social media on the achievement of its marketing goals? (AACSB: Written and Oral Communication; Reflective Thinking) P+96
Has Chipotle’s focus on eliminating GMOs created value for its customers? Defend this market strategy.(AACSB: Written and Oral Communication; Ethical Understanding and Reasoning) P+96
From an ethics standpoint, discuss Chipotle’s focus on sourcing non-GMO food products rather than attention to food safety. In recent years, the company’s oversights in food safety have resulted
Calculate profit margin, net marketing contribution, marketing return on sales (or marketing ROS), and marketing return on investment (or marketing ROI) for each company. Which company is performing
Go to Yahoo! Finance (http://finance.yahoo.com/) and find the income statements for two other competing companies. Perform the same analyses for these companies that you performed for the previous
Write a market-oriented mission statement for Dyson. P+96
What are Dyson’s goals and objectives? P+96
Does Dyson have a business portfolio? Explain. P+96
Is Dyson a customer-centered company? Explain. P+96
Based on Dyson’s past, predict the outcome of Dyson’s future in the automotive business. P+96 OBJECTIVE
Describe the environmental forces that affect the company’s ability to serve its customers.See: The Microenvironment and Macroenvironment ( pp 86–90 )OBJECTIVE P+96
Explain how changes in the demographic and economic environments affect marketing decisions. See: The Demographic and Economic Environments ( pp 90–98 )OBJECTIVE P+96
Identify the major trends in the firm’s natural and technological environments. See: The Natural and Technological Environments ( pp 98–101 )OBJECTIVE P+96
Explain the key changes in the political and cultural environments. See: The Political–Social and Cultural Environments ( pp 101–109)OBJECTIVE P+96
Discuss how companies can react to the marketing environment. See: Responding to the Marketing Environment ( pp 109–111) P+96
What are marketing intermediaries, and are they important for marketers? (AACSB: Written and Oral Communication;Reflective Thinking) P+96
What are publics in the marketing context? Why are they important to marketers? Suggest the publics for a specific business. (AACSB: Communication; Reflective Thinking) P+96
Why should marketers pay attention to geographic shifts in the U.S. population? (AACSB: Written and Oral Communication; Reflective Thinking) P+96
Discuss the natural environment and the three trends that will impact future marketing plans. (AACSB: Written and Oral Communication) P+96
Why should marketers play close attention to the political environment? (AASCB: Communication) P+96
Provide an example of how people’s views of nature might affect their food choices. (AACSB: Written and Oral Communication; Reflective Thinking) P+96
Vice Media’s Broadly site, which tells stories that focus on the experiences of women, gender-nonconforming people, and LGBTQ individuals, recently offered to the public The Gender Spectrum
Form a small group and discuss cultural trends in the United States. Research one of them in depth and create a presentation on the trend’s impact on marketing.(AACSB: Written and Oral
Visit engageforgood.com/halo-awards/ to learn about companies that have won Halo Awards for outstanding cause-related marketing programs. Present an awardwinning case study to your class. (AACSB:
Many businesses have now crafted responses to the#MeToo movement. Research the issue and discuss how companies are communicating their positions to customers. What online or social media platforms
Is the #MeToo movement a marketing issue? How are customers likely to react to allegations of workplace harassment? How should companies deal with the issue, whether reactively or proactively?
Discuss what it is about the competitive environment of the insurance industry that might allow this type of practice. (AACSB: Communication; Use of IT; Reflective Thinking) P+96
Debate whether technology and access to comparison websites means that this type of practice is doomed.(AACSB: Communication; Use of IT; Reflective Thinking) P+96
Calculate the percentage change in the 65-and-over population between 2011 and 2016 for both sexes, males, and females. (AACSB: Analytic Reasoning) P+96
How many more females than males age 65 and over were there in 2011 and 2016? What percentage of the population did females make up in each year? Draw some conclusions regarding these data.(AACSB:
Describe how Square has evolved based on actors in the microenvironment. P+96
Describe how Square has evolved based on the forces of the macroenvironment. P+96
Are factors in the marketing environment not mentioned in this case affecting Square? Discuss. P+96
Speculate on Square’s future. What current and future trends may further shape the company? P+96
4. Describe the service profit chain. Provide an example. (AACSB: Written and Oral Communication;Reflective Thinking)
2. How does using an Instagram influencer with more than 500,000 followers compare to a micro-marketing strategy? Which would you recommend to the White Banana Beach Club? Why? (AACSB: Written and
1. Should the White Banana Beach Club sponsor Instagram influencers who have fewer than 500,000 followers to help position its offering? Should it sponsor Instagram influencers who have more than
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
2. This chapter discusses five requirements for effective segmentation. Suppose you are the product manager of Pringles potato chips. You are listening to a presentation on a new chip flavor
1. Suppose you are introducing a new product—a hair gel that will temporarily turn straight hair curly till the next hair wash. How would you segment the market? What criteria would you look for to
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)
4. Discuss the challenges marketers face in international market segmentation. (AACSB: Communication)
3. What major structural factors affect long-run segment attractiveness? (AACSB: Written and Oral Communication)
2. How is demographic segmentation used in consumer markets? Provide an example where marketers have used demographic segmentation. (AACSB: Written and Oral Communication; Reflective Thinking)
1. Name and briefly describe the four major steps in designing a customer value–driven marketing strategy. (AACSB: Written and Oral Communication)
OBJECTIVE 4 Discuss how companies differentiate and position their products for maximum competitive advantage.Differentiation and Positioning ( 210 – 219 )
1. Are marketers to blame for increasing obesity rates among children? Should the government ban the advertising of food products to teenagers and younger children? Discuss the consequences of
2. What actions have food marketers taken to stem the threat of a ban on marketing to children? (AACSB:Communication; Reflective Thinking)
3. What is organization marketing? Provide an example.(AACSB: Written and Oral Communication)
2. Name and explain the five important decisions that marketers must make in developing and marketing individual products and services. (AACSB: Written and Oral Communication)
1. Define consumer products. Describe the characteristics of each type of consumer product and give examples of each. (AACSB: Oral and Written Communication; Reflective Thinking)
OBJECTIVE 4 Discuss branding strategy—the decisions companies make in building and managing their brands.Branding Strategy: Building Strong Brands ( 247 – 255 )
OBJECTIVE 3 Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require.Services Marketing ( 240 – 246 )
OBJECTIVE 2 Describe the decisions companies make regarding their individual products, product lines, and product mixes.Product and Service Decisions ( 233 – 240 )
OBJECTIVE 1 Define product and the major classifications of products and services.What Is a Product? ( 229 – 233 )
3. How would you monetize TikTok without losing its USP or current target market?
2. How does TikTok’s unique selling proposition(USP) differentiate it from other social media?
1. Using consumer-behavior concepts, how would you describe TikTok’s target market?How are they different from those of Facebook? Instagram?
2. There are approximately 50,000 emergency response vehicles operated by private ambulance companies, municipal fire departments, and hospitals. Assuming the price of the portable Lucid Robotic
1. There are 5,534 certified hospitals in the United States, and 95 percent have emergency departments.Assuming the price of the Lucid Robotic System is $50,000 and that hospitals with emergency
OBJECTIVE 3 Explain how companies identify attractive market segments and choose a market-targeting strategy.Market Targeting ( 204 – 210 )
OBJECTIVE 2 List and discuss the major bases for segmenting consumer and business markets.Market Segmentation ( 195 – 204 )
5. Discuss the major influences on business buyers.(AACSB: Written and Oral Communication;Reflective Thinking)
4. List the participants in the business buying process.What factors influence the buying decision? Discuss the major influences on business buyers. (AACSB:Written and Oral Communication; Reflective
3. Describe the tools B-to-B marketers use to engage customers. What are the challenges with B-to-B social media marketing? (AACSB: Written and Oral Communication; Reflective Thinking)
2. Briefly discuss a business buyer’s straight rebuy and modified rebuy strategies. What are the similarities and differences? When might it be beneficial to use one approach over the other?
1. How are business markets similar to consumer markets? How are they different? (AACSB: Written and Oral Communication; Reflective Thinking)
OBJECTIVE 5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.Institutional and Government Markets ( 182 – 185 )
OBJECTIVE 4 Discuss how new information technologies and online, mobile, and social media have changed business-to-business marketing.Engaging Business Buyers with Digital and Social Marketing( 179
OBJECTIVE 3 List and define the steps in the business buying decision process.The Business Buying Process ( 175 – 179 )
OBJECTIVE 2 Identify the major factors that influence business buyer behavior.Business Buyer Behavior ( 172 – 175 )
OBJECTIVE 1 Define the business market and explain how business markets differ from consumer markets.Business Markets ( 169 – 171 )

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