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principles of marketing

Questions and Answers of Principles Of Marketing

1. Define strategic planning and briefly describe the four steps that lead managers and the firm through the strategic planning process. Discuss the role marketing plays in this process. (AACSB:
1. Real-time marketing is a shift for traditional marketers, who can now digitally link brands to important moments in customers’ lives. Explain how real-time marketing was used in the Ice Bucket
2. Visit the Colgate Web site of your country (e.g., www.colgate.com/en-sg if you are based in Singapore). Scroll to the bottom of the page and notice how Colgate is connecting with customers on
1. Select a publicly traded company and research how much was spent on marketing activities in the most recent year of available data. What percentage of sales do marketing expenditures represent for
5. Explain the growing importance of digital and social media marketing. (AACSB: Communication;Reflective Thinking)
4. Discuss the concept of customer satisfaction. How do customer relationship management and customerperceived value affect customer satisfaction? (AACSB:Communication; Reflective Thinking)
3. Describe the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.(AACSB: Communication; Reflective Thinking)
2. What is a market offering? Give a recent example of a market offering that has satisfied your need or want.(AASCB: Communication; Reflective Thinking)
1. Define marketing and outline the steps in the marketing process. (AACSB: Communication)
OBJECTIVE 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.The Changing Marketing Landscape (22–29)
OBJECTIVE 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.Managing Customer Relationships and
OBJECTIVE 3 Identify the key elements of a customer value–driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Designing a Customer
OBJECTIVE 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Understanding the Marketplace and Customer Needs (6–10)
2. In less-developed Asian countries where there may be no real-time marketing opportunities available, how can social cause marketers create customer engagement using online, mobile, and social
OBJECTIVE 5 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment.Managing the
OBJECTIVE 4 Describe the elements of a customer-driven marketing strategy and mix and the forces that influence them.Marketing Strategy and the Marketing Mix ( 49 – 54 )
OBJECTIVE 3 Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.Planning Marketing: Partnering to Build Customer
OBJECTIVE 2 Discuss how to design business portfolios and develop growth strategies.Designing the Business Portfolio ( 41 – 45 )
OBJECTIVE 1 Explain company-wide strategic planning and its four steps.Company-Wide Strategic Planning: Defining Marketing’s Role ( 39 – 41 )
4. How can McDonald’s develop a relationship with its Filipino customers so that they will frequent the restaurant more often?
3. What can McDonald’s do to win customers over?
2. Is adaptation to local culture always important?Why do you think it is so in the case of the fast food industry?
1. How does remaining faithful to its core menu jeopardize McDonald’s success in the Philippines? Does this make McDonald’s less marketing oriented?
2. Describe ways marketers can increase the lifetime value of a customer. (AACSB Communication;Reflective Thinking)
1. Assume that a customer shops at a local grocery store, spending an average of $200 a week, resulting in a retailer profit from them of $10 each week. Assuming the shopper visits the store all 52
2. Does your country have restrictions with respect to marketing of tobacco? What can government health ministries do to de-market smoking? (AACSB:Communication; Reflective Thinking)
OBJECTIVE 1 Define marketing and outline the steps in the marketing process.What Is Marketing? (4–5)
2. Which brand is this consumer least likely to purchase?Discuss two ways the marketer of this brand can enhance consumer attitudes toward purchasing its brand. (AACSB: Communication; Reflective
1. What characteristics affect consumers’ purchase decisions? (AACSB: Written and Oral Communication;Reflective Thinking)
OBJECTIVE 4 Describe the adoption and diffusion process for new products.The Buyer Decision Process for New Products (156–158)
OBJECTIVE 3 List and define the major types of buying decision behavior and the stages in the buyer decision process.Types of Buying Decision Behavior (148–150)The Buyer Decision Process (151–156)
OBJECTIVE 2 Name the four major factors that influence consumer buyer behavior.Characteristics Affecting Consumer Behavior (135–148)
OBJECTIVE 1 Define the consumer market and construct a simple model of consumer buyer behavior.Model of Consumer Behavior (134–135)
5. What challenges does Qualtrics face in the future?
4. Discuss Qualtrics’ tools in the context of research approaches.
3. Which components of the marketing information system do Qualtrics’s tools facilitate?
2. Discuss how Qualtrics’s services facilitate the discovery of customer insights.
1. How does Qualtrics fit in the big data trend?
2. Create a histogram (that is, a bar chart) that shows the number of times each attitude score is given by a consumer in the data set. What conclusions can you draw from these descriptive
1. Calculate the mean, median, and mode for these data. (AACSB: Communication; Analytical Reasoning)
2. Explain what “lifestyle” means. In Asia, what is the significance of family and lifestyle on decision making? (AACSB: Reflective Thinking)
3. Name and briefly describe each of the four psychological factors that affect consumer behavior.Which one do you think is most likely to influence you when deciding on (a) where to go for a holiday
1. Calculate the scores for 24/7 Fitness and Peak Fitness. Which fitness center would this consumer likely choose? (AACSB: Communication; Analytic Reasoning)
2. Discuss the ethical challenges surrounding the restaurant’s decision to go cashless. (AACSB: Written and Oral Communication; Ethical Understanding and Reasoning)
1. What factors are likely to influence whether consumers in your market choose to do business with a restaurant that does not accept cash? (AACSB: Written and Oral Communication; Reflective Thinking)
2. Digital influencers can shape consumer product acceptance and adoption. Discuss the process of making a purchase through a podcast, blog, or social media account based on the recommendation of a
1. 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. Suppose singer Jennifer Lopez wants to find out why some people are keen on her songs and others are not. As her agent, you have to explain these differences to her. Based on concepts related to
3. The grocery store shopping experience often falls short of customer expectations or desires due in part to limited variety in trending product categories and the absence of pleasant interactions
2. Your manager suggests you do everything in your power to limit customer complaints. Make an argument about why your firm should encourage consumers to complain. (AACSB: Written and Oral
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. How might the marketing strategy for a market leader in a product category that is high in variety-seeking buying behavior (low consumer involvement, high perceived brand differences) differ from
5. What product characteristics influence an innovation’s rate of adoption? Discuss the characteristics of e-books in relation to the rate of adoption. (AACSB:Written and Oral Communication;
4. Identify the stages of the adoption process and describe what might happen at each stage when a consumer considers purchasing a new smartphone.(AACSB: Written and Oral Communication;Reflective
2. Is it ethical for marketers to gather massive amounts of data about everything a consumer does and to sell advertising using the information? What types of protections do you value as a consumer?
1. If you used an app like WeChat, what information would you be comfortable having tied to your identity?What information would you prefer not be tracked?What is the trade-off between convenience
OBJECTIVE 2 Define the marketing information system and discuss its parts.Assessing Information Needs and Developing Data ( 103 – 106 )
OBJECTIVE 1 Explain the importance of information in gaining insights about the marketplace and customers.Marketing Information and Customer Insights ( 101 – 103 )
3. Suggest ways in which Facebook can monetize WhatsApp.
2. Assess the environmental factors that favor the monetization of the WhatsApp app.
1. In light of the Cambridge Analytica scandal, what should Facebook do?
2. Research another demographic trend and create a presentation to marketers regarding its significance.(AACSB: Communication; Analytical Reasoning)
1. What can you say about the changes in Indian population that would interest marketers of automobile and personal grooming companies? (AACSB: Analytical Reasoning)
2. Apart from the question of placing undue emphasis on a child’s appearance, what factors should marketers consider in developing campaigns for these types of products? (AACSB: Reflective
1. Is it an appropriate business strategy to use a popular movement such as environmentalism to market an unrelated product? (AACSB: Reflective Thinking;Ethical Reasoning)
2. Describe examples of two other businesses based on the sharing economy and create a new business idea based on this concept. (AACSB: Communication;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?What
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
OBJECTIVE 3 Outline the steps in the marketing research process.Marketing Research ( 106 – 118 )
OBJECTIVE 4 Explain how companies analyze and use marketing information.Analyzing Marketing Information ( 118 – 122 )
2. After reviewing the tutorials on www.internetsociety.org/your-digital-footprint-matters, do you plan to alter your online habits? Are you concerned about your digital footprint and the data trail
1. Have you ever thought about the data you leave behind for marketers to collect? Marketers are always looking for digital footprints, which are traceable sources of online activities. Visit
3. Go to Google Trends (trends.google.com). Assume you are a consumer goods marketer that oversees a sparkling water product. How could the Google Trends information help your company improve its
2. Imagine you own a pet-grooming business. You want to use market research to identify how you can grow your business, but you are on a limited budget. Review the marketing research techniques
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.
6. What are the similarities and differences when conducting research in another country versus the domestic market? What research strategies might a company use to address the differences in various
5. Marketers make heavy use of both primary and secondary data. What is primary data? What is secondary data? What are possible benefits or drawbacks of using each of these data types?
4. What is customer relationship management (CRM)? How is it related to big data and artificial intelligence? Provide an example of a company using artificial intelligence.(AACSB: Communication,
3. What three questions need to be answered when a researcher designs a sample? When would a marketing researcher use a nonprobability sample? What is the weakness of nonprobability samples relative
2. Differentiate between exploratory research, descriptive research, and causal research. (AACSB:Communication; Reflective Thinking)
1. Explain how marketing intelligence differs from marketing research. Which is more valuable to a company? Why? (AACSB: Written and Oral Communication; Reflective Thinking)
OBJECTIVE 5 Discuss the special issues some marketing researchers face, including public policy and ethics issues.Other Marketing Information Considerations ( 122 – 125 )
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
1. Form a small group and conduct a customer value analysis for five local restaurants. Who are the strong and weak competitors? For the strong competitors, what are their vulnerabilities? (AACSB:
1. How should companies that offer home hubs address consumer concerns about privacy violations?(AACSB: Written and Oral Communication;Reflective Thinking)
2. Visit qvc.com and connect to one or more of its social media links. What about QVC’s social media presence engages you the most as a potential customer?(AACSB: Written and Oral Communication;
1. Discuss QVC’s shift in strategy. What competitive advantages can now be achieved? (AACSB: Written and Oral Communication; Reflective Thinking)
3. Thanks to the Internet of Things (IoT), marketers can now add value to the shopping experience by using digital displays. They can use the displays to gather data about consumers, send advertising
2. In a small group, design a viral marketing campaign targeting teens for a brand of soft drink. Discuss the challenges marketers might encounter when implementing this viral campaign.
1. In a small group, search the Internet to locate a controversial or failed social media campaign.Present an analysis of the failed campaign. Make a recommendation on how to address the
5. Discuss how traditional forms of direct marketing continue to be important promotion tools. (AACSB:Written and Oral Communication)Critical Thinking Exercises
4. How can marketers use social media and mobile marketing to engage customers? What challenges do marketers face? (AASCB: Written and Oral Communication)
3. What is mobile marketing, and why is it important to marketers? (AACSB: Written and Oral Communication)
2. List the major forms of direct and digital marketing.Has there been a shift in how marketers use direct marketing? (AACSB: Written and Oral Communication)
1. Compare and contrast the new direct marketing model with the traditional direct marketing model.(AACSB: Written and Oral Communication)
OBJECTIVE 5 Identify and discuss the traditional direct marketing forms and provide an overview of the public policy and ethical issues that direct marketing presents.Traditional Direct Marketing
2. Is it ethical for marketers to gather and use data from inside the home to improve the value proposition to consumers? Explain. (AACSB: Written and Oral Communication; Information Technology;
1. Calculate the performance metrics listed in the preceding table. Based on these metrics, evaluate the campaign. (AACSB: Communication; Analytic Reasoning; Reflective Thinking)
5. How does a market-centered company compare with a competitor-centered company, a product-oriented company, and a customer-centered company?(AACSB: Reflective Thinking; Written and Oral
4. Describe the strategies market challengers can adopt and explain why challengers might have an advantage over market leaders. (AACSB: Written and Oral Communication)

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