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principles of marketing

Questions and Answers of Principles Of Marketing

3. Is it possible for a firm to lose customers to a company that is outside its strategic group? Explain. (AACSB:Written and Oral Communication; Reflective Thinking)
2. What questions should marketing managers ask after they identify the firm’s main competitors? (AACSB:Written and Oral Communication; Reflective Thinking)
1. Define competitive advantage. How do companies go about finding their competitive advantage?(AASCB: Written and Oral Communication;Reflective Thinking)
OBJECTIVE 3 Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization.Balancing Customer and Competitor Orientations (559)
OBJECTIVE 2 Explain the fundamentals of competitive marketing strategies based on creating value for customers.Competitive Strategies ( 549 – 559 )
OBJECTIVE 1 Discuss the need to understand competitors as well as customers through competitor analysis.Competitor Analysis ( 542 – 548 )
3. If Perfect Diary wants to enter foreign markets in Southeast Asia and the U.S., where WeChat groups may not be that popular, what should it do?
2. With more people buying online, especially given the pandemic, what should Perfect Diary do to stay ahead of its competition?
1. How is Perfect Diary’s direct-to-consumer marketing on social media a strength? Can this uniqueness be easily replicated by competitors?
2. Calculate the net marketing contribution (NMC), marketing return on sales (marketing ROS), and marketing return on investment (marketing ROI).Was the campaign successful? Refer to Marketing
OBJECTIVE 4 Discuss how companies use social media and mobile marketing to engage consumers and create brand community.Social Media and Mobile Marketing ( 522 – 528 )
OBJECTIVE 3 Explain how companies have responded to the Internet and the digital age with various online marketing strategies.Marketing in the Digital Age ( 518 – 522 )
6. Discuss the differences between consumer promotions, trade promotions, and business promotions. Provide examples of the different sales promotion tools that could be used in each promotion
5. What is sales promotion? Discuss its growth as a short-term consumer promotion tool. (AACSB:Written and Oral Communication)
4. Identify and briefly describe the steps in the personal selling process. How does this process work with engaging customers and building relationships?(AACSB: Written and Oral
2. Name and explain the major steps in sales force management. (AACSB: Written and Oral Communication)
1. Define personal selling and discuss its role in a company’s promotion mix. (AACSB: Written and Oral Communication; Reflective Thinking)
OBJECTIVE 4 Explain how sales promotion campaigns are developed and implemented.Sales Promotion ( 500 – 506 )
OBJECTIVE 3 Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.The Personal Selling Process ( 497 – 500 )
OBJECTIVE 2 Identify and explain the six major sales force management steps.Managing the Sales Force ( 485 – 497 )
OBJECTIVE 1 Discuss the role of a company’s salespeople in creating value for customers and building customer relationships.Personal Selling ( 482 – 484 )Coordinating Marketing and Sales ( 484 )
3. What do you think Scoot should do next?
2. How would you assess Spirit’s almost non-response to this copycat branding?
1. Discuss the benefits and challenges of artificial intelligence to sales force. (AACSB: Written and Oral Communication; Information Technology; Reflective Thinking)
2. A sales manager for a telecommunications company is trying to calculate the optimal number of salespeople. The company has 500 A-level accounts and 3,000 B-level accounts. A-level accounts require
OBJECTIVE 2 Identify and discuss the major forms of direct and digital marketing.Forms of Direct and Digital Marketing ( 517 – 518 )
OBJECTIVE 1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.Direct and Digital Marketing (514–517)
3. How important is data analytics to other industries? Give examples of how it can be used to enhance marketing in (a) restaurants,(b) telecommunications, and (c) movies.
2. How do you explain how Ping An can move from traditional face-to-face selling of insurance to getting people to buy insurance because of its Good Doctor app?
1. What is Ping An Insurance’s value proposition?Can it be replicated by competitors?
2. MERIDA ran the promotion and sold 15 bikes during the promotional period. Assuming the $500 spent on advertising is the only marketing cost associated with this promotion, calculate the net
1. If MERIDA’s markup percentage on selling prices is 35 percent, what margin will the retailer realize for each bike purchased during the offer? How many additional bikes would MERIDA need to sell
2. Why would the insurance companies recruit existing pharmaceutical salespeople instead of hiring and training their own sales forces? (AACSB: Written and Oral Communication; Ethical Understanding
1. A recent analysis of top salespeople suggested that salespeople who are driven by a strong sense of customer-related purpose outsell salespeople who are focused on sales and money goals. Insurance
2. Based on your research, discuss the principles of game design for promotion of platform products.(AACSB: Communication; Reflective Thinking)
1. Conduct research online on Meituan or a similar platform, and write a brief report on how they are used to attract and engage customers.(AACSB: Communication; Use of IT; Reflective Thinking)
3. Design a consumer promotion to increase brand awareness through social media channels (e.g., Facebook, YouTube). (AACSB: Written and Oral Communication; Reflective Thinking)
1. Was Scoot right to take a humorous approach toward Spirit instead of legal action? Why?What are the advantages of the tongue-incheek approach?
3. What would Toyota get from its community contribution? What would an ultimate customer think of Toyota’s community contribution?
3. How do marketing efforts affect society? Discuss both sides of this issue. (AACSB: Written and Oral Communication; Reflective Thinking)
2. What are the major social criticisms of marketing?How do marketers respond to these criticisms?(AACSB: Written and Oral Communication; Reflective Thinking)
1. What is sustainable marketing, and why is it important?(AACSB: Written and Oral Communication)
OBJECTIVE 5 Explain the role of ethics in marketing.Marketing Ethics ( 627 – 629 )The Sustainable Company (629)
OBJECTIVE 4 Describe the principles of sustainable marketing.Business Actions toward Sustainable Marketing ( 622 – 626 )
OBJECTIVE 3 Define consumerism and environmentalism and explain how they affect marketing strategies.Consumer Actions to Promote Sustainable Marketing ( 616 – 622 )
OBJECTIVE 2 Identify the major social criticisms of marketing.Social Criticisms of Marketing ( 608 – 616 )
OBJECTIVE 1 Define sustainable marketing and discuss its importance.Sustainable Marketing ( 606 – 608 )
4. Is 7-Eleven’s failure in Indonesia a sign of future weakness? Discuss the implications of this failure on the company’s future expansion into other markets.
3. Which strategy does 7-Eleven employ for entering new markets? How does the company benefit from this approach?
2. On a scale of 1 to 5 where 1 means no adaptation and 5 means extensive adaptation, to what degree does 7-Eleven adapt its offering in each global market? Support your answer.
1. Of the five global product and communications strategies, which best describes 7-Eleven’s approach?
4. Identify a company that is engaged in product stewardship and explain how its practices differentiate it from companies that merely practice pollution prevention. (AACSB: Written and Oral
5. Identify the challenges associated with managing a double bottom line of values and profits. (AACSB:Written and Oral Communication)
2. From the perspective of customers, assess Toyota’s sustainability practices. Do you think Toyota’s sustainability policy is genuine?
1. From a sustainable business perspective, assess Toyota’s messaging to its employees.What business costs does the company have to pay? How does it balance the benefits and costs of its
2. Discuss the pros and cons of the company’s decision to price the MyEye 2.0 so high. Is the company following the principle of societal marketing? Should it? (AACSB: Communication; Reflective
1. Calculate the gross margin dollars and percentage for the MyEye 2.0 and the iPhone X. Refer to the Profit-and-loss Statement and Marketing Budget in Appendix 2: Marketing by the Numbers to learn
2. The fact that offerings are sustainable can be made up to deceive consumers. Is there a way to identify the real sustainable offerings for consumers? How can local laws ensure that a firm is
1. Learn more about ethical initiatives by searching“ethical marketing and sustainable offerings” on Google. If firms have sustainable offerings, how do marketers communicate this to their target
2. Discuss how firms use online customer data. Is it right to track a computer user’s online search behavior?(AACSB: Communication; Ethical Reasoning)
1. Critics claim that Internet tracking infringes on consumer privacy rights. Should marketers have access to consumer data? Discuss the advantages and disadvantages of Internet tracking for
3. “Greenwashing” is the practice of promoting a product by misleading consumers that it has environmentally beneficial aspects. Products might be labeled as“natural,” “green,”
2. Imagine that you are leading Toshiba’s environmental sustainability efforts. How would you gauge the effectiveness of these programs? How would you communicate your efforts to loyal consumers of
1. Products can be classified according to their degree of immediate consumer satisfaction and long-run consumer benefit as deficient, pleasing, salutary, or desirable. Identify two products for each
6. What guidelines should firms follow when developing corporate marketing ethics policies?(AACSB: Written and Oral Communication)Critical Thinking Exercises
2. What U.S. dollar sales does your answer to Question 1 represent? Use a currency exchange calculator, such as the one at www.xe.com/currencyconverter/, to convert from British pounds to U.S.
1. How many bikes must Peloton sell to break even on this international expansion if total fixed costs are£30 million per year, variable costs are £1,995 per bike (Peloton sells them at cost), and
OBJECTIVE 3 Explain how companies adapt their marketing strategies and mixes for international markets.Deciding on the Global Marketing Program ( 587 – 595 )
OBJECTIVE 2 Describe three key approaches to entering international markets.Deciding How to Enter the Market ( 584 – 587 )
OBJECTIVE 1 Discuss how the international trade system and the economic, political–legal, and cultural environments affect a company’s international marketing decisions.Global Marketing Today (
3. As the market challenger, what can Gojek do to chip away at Grab’s market share?
2. As the market leader, what can Grab do to stave off competition from Gojek?
1. What are the competitive advantages that Grab and Gojek have?
2. Find market data for previous years and analyze how the smartphone market has changed over time.(AACSB: Use of IT; Communication; Reflective Thinking)
1. Refer to the Marketing Performance Measures section of Appendix 2: Marketing by the Numbers and calculate market shares for each company for both years. Calculate the percentage change in
2. In a small group, design a social media approach that would help increase brand awareness and communicate the value proposition of UNIQLO relative to its competitors. (AACSB: Written and Oral
1. Compare UNIQLO’s approach on Instagram (www.instagram.com/uniqlousa) to Madewell’s approach(www.instagram.com/madewell). Based on your comparison, is UNIQLO a market challenger, market
2. In a small group, design a social media approach that would help increase brand awareness and communicate the value proposition of UNIQLO relative to its competitors. (AACSB: Written and Oral
1. Compare UNIQLO’s approach on Instagram (www.instagram.com/uniqlousa) to Madewell’s approach(www.instagram.com/madewell). Based on your comparison, is UNIQLO a market challenger, market
OBJECTIVE 4 Identify the three major forms of international marketing organization.Deciding on the Global Marketing Organization ( 595–596 )
1. Discuss the types of restrictions governments might impose on trade between nations. (AACSB:Communication)
2. Should the club award a person who provides information on illegal gambling transactions? Should the police then use the information to prosecute the involved parties/person?
1. Should the Hong Kong Government authorize the club to set up an online casino for its citizens?
2. Develop a relevant profile of India that informs Match Group management about the country’s demographics, competitors, and market potential.(AACSB: Written and Oral Communication;Reflective
1. Which marketing environment factors may be impacting Tinder’s growth in India? (AACSB: Written and Oral Communication; Reflective Thinking)
3. You have been asked to consult with a small business owner who wants to expand her company overseas.She has asked you to develop a global marketing strategy. You are not certain if the owner
2. Lululemon, a Canada-based retailer, is facing increased competition from less expensive alternatives to its $100 yoga pants. However, instead of lowering prices or expanding beyond its own 440
1. Due to national security concerns, the United States and several U.S. allies have chosen to limit market access for Huawei, a Chinese telecommunications company that is neck and neck with Apple
6. Explain the whole-channel view concept and why it is important in international marketing. (AACSB:Communication)
5. What are the strategies used for adapting products to a global market? Provide an example for each strategy. (AACSB: Communication)
4. Name and describe the types of joint ventures as methods for entering another country. How does joint venturing differ from other methods of entering a foreign market? (AACSB: Communication;
3. Discuss the options available to a company for entering foreign markets. Which is the best? (AACSB:Communication; Reflective Thinking)
2. What environmental factors must international marketers consider when entering foreign markets?(AACSB: Communication; Reflective Thinking)
2. Using the Internet, find one market nicher in each of three different industries. Identify the competitive strategy each one uses. (AACSB: Written and Oral Communication; Reflective Thinking)
2. If an advertiser wants to reach the 18–49 year demographic, which programs would you suggest?Explain. (AACSB: Communication; Analytical Reasoning; Reflective Thinking)
1. Is it wise for Petco to expand its same-day delivery offerings to additional customers through Shipt? Why or why not? (AACSB: Written and Oral Communication;Reflective Thinking; Information
3. Research how vendor-managed inventory (VMI)compares to a traditional inventory management system. Given their benefits, why wouldn’t all suppliers and retailers establish VMI systems?(AACSB:
2. Robots have long been a key part of automation in manufacturing, but they are now increasingly used in distribution centers. Robots can do everything from moving merchandise to sweeping floors and
1. Explain how channel members help candy maker Mars, Inc. deliver value to consumers. Could Mars take on any of these distribution functions itself? (AACSB: Written and Oral
5. Define integrated logistics management and discuss its importance in a firm achieving its corporate goals. (AACSB: Written and Oral Communication;Reflective Thinking)

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