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business
principles of marketing

Questions and Answers of Principles Of Marketing

What do you understand by the term “relationship marketing”? (AACSB: Communication) p-857
To what extent have online and social media resources replaced salespersons? (AACSB: Communication;Reflective Thinking) p-857
Name and explain the major steps in sales force management. (AACSB: Written and Oral Communication)
Define personal selling and discuss its role in a company’s promotion mix. (AACSB: Written and Oral Communication; Reflective Thinking) p-857
Explain how sales promotion campaigns are developed and implemented. See: Sales Promotion (pp 479–486) p-857
Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. See: The Personal Selling Process (pp 476–479)OBJECTIVE p-857
Identify and explain the six major sales force management steps. See: Managing the Sales Force (pp 466–476)OBJECTIVE p-857
Discuss the role of a company’s salespeople in engaging customers, creating customer value, and building customer relationships. See: Personal Selling (pp 464–466)OBJECTIVE p-857
Has the Mayhem campaign been effective? Support your answer. p-857 OBJECTIVE
Based on the information in this case, how might Allstate measure the effectiveness of the Mayhem campaign? p-857
Discuss issues of selecting advertising media for the Mayhem campaign. How might this process differ from that of campaigns for other companies? p-857
Analyze Allstate’s Mayhem ads based on the process of creating an advertising message as outlined in the text (for the latest Mayhem ads, check www.allstate.com/mayhem-is-everywhere.aspx). p-857
Why has Allstate’s “good hands” slogan withstood the test of time to become advertising’s longest-running slogan? p-857
If an advertiser wants to reach the 18-to-49 demographic, which programs would you suggest? Explain.(AACSB: Communication; Analytical Reasoning;Reflective Thinking) p-857
Calculate both the overall CPM and the CPM for the 18-to-49 demographic for each show. Refer to the “Selecting Specific Media Vehicles” section of“Selecting Advertising Media” in the chapter
Is it ethical for Burger King to use advertising that emphasizes negative emotions to sell its products?(AACSB: Written and Oral Communication; Ethical Reasoning; Reflective Thinking)
What challenges might Burger King face if it chose to take this campaign global? (AACSB: Written and Oral Communication; Reflective Thinking)
Create an outline for a marketing-focused public relations campaign to run alongside the Parenting Unfiltered advertising campaign. What would the public relations campaign encompass? How would it
Plum Organics chose to focus its advertising on lifestyle dimensions associated with parenting rather than on its products. What are the positives and negatives of this approach? (AACSB: Written and
Nike recently offered a Snapchat Lens that lets users wear the U.S. women’s soccer kit virtually. Fans of the U.S. women’s national soccer team could try on home and away jerseys through an
Visit the website for the OBIE Awards, which celebrates creative excellence in advertising. Go to the section for current winners and select one of the winning campaigns
Search YouTube for three of your favorite television commercials, each using a different execution style. For each ad, identify the execution style used and the audience targeted. Is it a good ad? Be
Discuss the major tools used by the public relations team to communicate relevant marketing content. (AACSB:Written and Oral Communication)
Explain how the Internet has become a key area for public relations activities. (AACSB: Communication) p-857
What three characteristics should advertising appeals have? (AACSB: Written and Oral Communication)
What is meant by the term “native advertising”? (AACSB:Communication)
What is native advertising and why has its usage by marketers increased? (AACSB: Written and Oral Communication)
What major decisions should a marketing manager consider when developing an advertising program? (AACSB:Written and Oral Communication)
Explain how companies use PR to communicate with their publics. See: Major Public Relations Tools (p 456)
Define the role of public relations in the promotion mix. See: Public Relations (pp 454–456)OBJECTIVE
Describe the major decisions involved in developing an advertising program. See: Major Advertising Decisions (pp 437–454) p-857 OBJECTIVE
Define the role of advertising in the promotion mix. See: Advertising (pp 436–437)OBJECTIVE
What IMC tool has Nestlé mainly used to promote KitKat and increase sales?14-19. Explain the benefits of IMC efforts based on examples given in this case. p-857 OBJECTIVE
How is the budget for IMC set at Nestlé? What factors might possibly influence it? p-857
Should all companies have a digital acceleration team?What benefits did Nestlé get from having one? p-857
What steps did Nestlé undertake to design KitKat’s IMC and promotion program?
If PepsiCo had decided to base its 2018 advertising budget on the industry average advertising-to-sales ratio for beverages, which is 4.1 percent, how much would PepsiCo have budgeted for advertising
Calculate both companies’ advertising-to-sales ratios for each year. What is each’s average ratio over the five-year period? Refer to the percentage-of-sales method in the chapter to learn about
Find other examples of marketing strategies that have employed racial stereotypes which could be considered inappropriate by viewers outside a specific culture. (AACSB:Written and Oral Communication;
Westerners are comparatively rare in countries such as Japan. Is it right to portray them in this way? Explain why or why not. (AACSB: Communication; Reflective Thinking; Ethical Understanding and
Should there be a clear warning on content that has been sponsored or customized? Should there be legislation or guidelines to identify and control this activity?(AACSB: Communication; Reflective
Find examples of advertorials on various news websites.Create a presentation with screenshots showing the content and how it is identified. Has the content been shared with others via social media?
Recently, a former creative director from Netflix founded a canned water startup called Liquid Death Mountain Water. The brand positions itself as a sustainable alternative to energy drinks and soda
In a small group, create a video advertisement for Ulta Beauty (www.ulta.com) that appropriately addresses each aspect of the communication process shown in Figure 14.2. Illustrate how each element
Integrated marketing communications are highly coordinated. Identify a new product or service and research the IMC across different platforms and media. Is the message consistent? (AACSB:
How does a company determine its promotional budget?(AACSB: Written and Oral Communication)
Discuss the main marketing communication objectives and the ideal responses from audiences. (AACSB:Communication)
What is integrated marketing communications (IMC), and how does a company go about implementing it? (AACSB:Written and Oral Communication; Reflective Thinking)
How has the role of marketing communicators shifted in response to the increasingly fragmented and digital communications environment? (AACSB: Written and Oral Communication)
Name and describe the five major promotion tools used in a company’s marketing communications mix. (AASCB:Written and Oral Communication)
Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. See: Setting the Total Promotion Budget and Mix (pp 422–429)
Outline the communication process and the steps in developing effective marketing communications. See: Developing Effective Marketing Communication (pp 416–422)OBJECTIVE
Discuss the changing communications landscape and the need for integrated marketing communications. See: Integrated Marketing Communications (pp 411–416)OBJECTIVE
Define the five promotion mix tools for communicating customer value. See: The Promotion Mix(pp 410–411)OBJECTIVE
Can Ulta Beauty continue to maintain its edge against the competition in coming years? Explain. p-857 OBJECTIVE
In terms of the major types of retailers, how would you classify Ulta Beauty? p-857
How did Ulta Beauty become the nation’s leading beauty retailer based on the retail marketing mix. p-857
Describe Ulta Beauty’s targeting strategy. Does the chain provide a truly differentiated customer experience? p-857
Interpret your answers from the previous question. Is Kroger’s weekly stockturn rate good or bad? What factors should be considered to determine this? (AACSB:Communication; Reflective
Using the data below, determine Kroger’s weekly stockturn rate for meal kits during one of the market tests. Refer to Analytic Ratios in Appendix 2: Marketing by the Numbers to learn how to
Consider the Marketplace Fairness Act of 2013, which would enable state governments in the United States to collect sales taxes from online retailers. How do you think such an act would impact small
Why do global businesses use such strategies? Are the financial benefits greater than the loss in customer confidence and trust? (AACSB: Communication; Reflective Thinking) p-857
If a Kohl’s Outfit Bar was available at a location near you, would your friends use it? Why or why not?Based on your response, what advice would you give Kohl’s management in advance of rolling
What benefits and challenges will Kohl’s have in introducing its Outfit Bar? (AACSB: Written and Oral Communication; Information Technology; Reflective Thinking) p-857
In a small group, present a plan for a new wholesaler.Identify and describe what type of wholesaler it will be, the target market it will serve, and which channel functions it will provide to add
In a small group, present a plan for a new retail store. Who is the store’s target market? Describe the merchandise, atmospherics, price points, services provided, location, and how you would
You need a new pair of jeans, and you have many retail options. Using the information in your text, choose three different major store retailer types and select a specific store for each type chosen.
Discuss the marketing mix decisions faced by wholesalers. What current challenges do wholesalers face?(AACSB: Written and Oral Communication) p-857
List and describe the functions wholesalers perform that add value to both retailers and consumers. (AACSB:Written and Oral Communication) p-857
Does a business need agents and brokers? (AACSB: p-857 Communication; Reflective Thinking)
Distinguish between a warehouse club and a factory outlet. What is distinctive about them? p-857
How would you describe the process of devising a workable retail marketing mix? (AACSB: Communication) p-857
Define omni-channel retailing and explain its connection to shopper marketing. (AACSB: Written and Oral Communication)
Explain the major types of wholesalers and their marketing decisions. See: Wholesaling(pp 398–403)
Discuss the major trends and developments in retailing. See: Retailing Trends and Developments (pp 392–397)OBJECTIVE
Describe the major retailer marketing decisions. See: Retailer Marketing Decisions(pp 385–392)OBJECTIVE
Discuss how retailers are using omni-channel retailing to meet the cross-channel shopping behavior of today’s digitally connected consumers. See: Omni-Channel Retailing: Blending In-Store, Online,
Explain the role of retailers in the distribution channel and describe the major types of retailers.See: Retailing (pp 376–383)OBJECTIVE
Why is it important to understand channel power sources and channel conflict sources? Why can we not simply design a zero-based channel and be done with the channel analysis process?
Explain how not keeping up with advances in distribution channel technology (e.g... information technology advances, warehouse management techniques, database management tools, etc.) can cause an
The service on high-end automobiles is of very good quality: timely and done by polite and competent professionals at service facilities that give the auto owner access to many amenities (free
Should a channel manager always seek to target the maximum possible number of segments to sell to? Why or why not?? P-325
Describe how the necessary channel flow performance differs when selling and servicing an ultrasound machine (a piece of medical equipment) when targeting two different seg- ments of buyers: (a) a
Explain how the shopping characteristics for the following consumer and industrial goods affect the channels for them: .CONSUMER GOODS Bread Breakfast cereal Women's hats Refrigerators INDUSTRIAL
Why is it that "small, medium, and large" is not as strong a segmentation scheme for service outputs as it might be for product attributes? Use a business-to-business prod uct or market in your
According to Alderson, "the number of intervening marketing agencies tends to go up as distance increases." Distance, in his conception, is measured in terms of "the time and cost involved in
Should advertising agencies and financial institutions be considered channel members? Why? Why not? Is it more useful from a managerial perspective to think of consumers as members of the channel or
The marketing channel for Mary Kay Cosmetics is called a direct selling channel. The company uses a sales force of over 1,000,000 Independent Beauty Consultants around the world. These consultants
The elements of a framework for marketing channel design and implementation?? P-325
Who the members of marketing channels are and the flows in which they can specialize? P-325
What marketing flows define the work of the channel? P-325
Why manufacturers choose to use intermediaries between themselves and end-users? P-325
What a marketing channel is? P-325
What service quality dimensions can chatbots help a firm? HOW AI IS REVOLUTIONIZING CUSTOMER SERVICE Much of the talk surrounding robots in the workforce has centered on robots performing
Apply the Service Gaps Model to see how chatbots help provide customer service. HOW AI IS REVOLUTIONIZING CUSTOMER SERVICE Much of the talk surrounding robots in the workforce has centered on robots
Which of the following is not one of the dimensions of service quality?a. Reliabilityb. Responsibilityc. Assuranced. Empathye. All of these are dimensions of service quality
Which of the following is not a characteristic of services?a. Intangibleb. Inseparablec. Perishabled. Variablee. Tangible
You are hired by a career consulting firm that promises to market new graduates to high-paying employers. The firm provides potential clients with an impressive list of employers. It charges the
Think about a recent service encounter that you’ve had when you were dissatisfied with the service quality. What actions did you take? If you complained, what was the result? Was this a
A local health club is running a promotional campaign that promises you can lose an inch a month off your waist if you join the club and follow its program. How might this claim cause a communication

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