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business
principles of marketing

Questions and Answers of Principles Of Marketing

In a small group, discuss the major public relations tools and develop three public relations items for each of the following:(a) your school, (b) a frozen yogurt store, (c) a dentist,(d) a bank, and
Visit www.MerchantCircle.com and search for a jeweler in your city or some other city. What information is provided from your search? Are any jewelers in your city members of MerchantCircle? Search
Explore the MerchantCircle site to learn the benefi ts and costs for local businesses. Write a brief report of what you fi nd. (AACSB: Communication; Use of IT; Refl ective Thinking) LO.1
Visit www.fda.gov and search for “Bad Ad Program” to learn more about it. What is the FDA asking medical professionals to look for in DTC ads and other promotional activities directed toward
Many consumers are not aware of the FDA’s regulations regarding DTC advertising. The agency has a parallel program—called EthicAd—to educate consumers and to encourage them to report
How would you describe OXO’s overall advertising strategy? LO.1
Why has OXO chosen to change its promotional strategy at this time? LO.1
Is OXO abandoning its old promotional methods? How is OXO blending a new advertising strategy with the promotional techniques that have made it a success? LO.1
Discuss how the salesperson is a critical link between the company and the customer. (AACSB: Communication;Refl ective Thinking) LO.1
Compare and contrast the three sales force structures outlined in the chapter. Which structure is most effective?(AACSB: Communication; Refl ective Thinking) LO.1
Discuss the activities involved in sales force management.(AACSB: Communication) LO.1
Defi ne sales promotion and discuss its objectives. (AACSB:Communication) LO.1
Name and describe the types of consumer promotions.(AACSB: Communication; Refl ective Thinking) LO.1
Discuss the different types of trade sales promotions and distinguish these types of promotions from business promotions.(AACSB: Communication) LO.1
Interview a salesperson. Is this salesperson an order taker or an order getter ? How much training did he or she receive to perform the sales job? Write a report of what you learned.(AACSB:
Suppose your company is planning the launch of a new brand of energy drink sold in supermarkets. You are the marketing coordinator responsible for recommending the sales promotion plan for this
Debate the pros and cons of offering coupons through digital deal-of-the-day Web sites such as Groupon from the perspective of the businesses offering the deal. (AACSB:Communication; Use of IT; Refl
Create an idea for a local group-buying promotional service based on Groupon’s model as a class project or as a fundraiser for a student organization at your school. Students will be the target
Is Hank being ethical? Discuss other sales tactics that might be unethical. (AACSB: Communication; Ethical Reasoning;Refl ective Thinking) LO.1
What traits and behaviors characterize an ethical salesperson?What role does the sales manager play in ethical selling behavior? (AACSB: Communication; Ethical Reasoning;Refl ective Thinking) LO.1
How is the sales force at MedTronic structured? LO.1
Can you identify the selling process for MedTronic? Give an example of each step. LO.1
Is MedTronic effective at building long-term customer relationships through its sales force? How? LO.1
Discuss the benefi ts of direct marketing for both buyers and sellers. (AACSB: Communication) LO.1
List and briefl y describe the various forms of direct marketing.(AACSB: Communication) LO.1
Describe the four major e-marketing domains and provide an example of each. (AACSB: Communication) LO.1
Explain the ways in which companies can set up an online marketing presence. (AACSB: Communication) LO.1
Compare and contrast the different forms of online advertising.What factors should a company consider in deciding among these different forms? (AACSB: Communication) LO.1
What is phishing and how does it harm consumers and marketers?(AACSB: Communication; Refl ective Thinking) LO.1
In a small group, design and deliver a direct-response television ad (DRTV) for a national brand not normally associated with this type of promotion, such as an athletic shoe, automobile, or food
Review the FTC’s guidelines on sponsored conversations( www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf ) and visit the Word of Mouth Marketing Association’s Web site ( womma.org ) and
Find articles about two data security breaches in the news.How did the breaches occur and who is potentially affected by them? (AACSB: Communication; Refl ective Thinking) LO.1
What mobile applications currently exist and what’s on the horizon? How many of these applications do you or someone you know use? (AACSB: Communication; Use of IT;Refl ective Thinking) LO.1
What are the barriers to adoption of mobile applications?(AACSB: Communication; Refl ective Thinking) LO.1
What are the different ways that HSN engages in direct marketing? LO.1
What advantages does HSN specifi cally have over brickand-mortar retailers? LO.1
What recommendations would you suggest for how HSN could make better use of its role as a direct marketer? LO.1
Research marketing expenditure trends in social media marketing as well as other forms of online advertising. Compare these trends with traditional advertising media expenditures.Develop a
Define marketing and outline the steps in the marketing process. What Is Marketing? 32–34
Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. Understanding the Marketplace and Customer Needs 34–36
Identify the key elements of a customerdriven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Designing a Customer-Driven Marketing Strategy
Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.Building Customer Relationships 41–49; Capturing Value
Describe the major trends and forces that are changing the marketing landscape in this age of relationships. The Changing Marketing Landscape 52–57
Define marketing and outline the steps in the marketing process. (AACSB: Written and Oral Communication)
What is marketing myopia, and how can it be avoided?(AACSB: Written and Oral Communication; Reflective Thinking)
What is customer-engagement marketing, and how is it related to the surge in digital and social media technologies? (AACSB: Written and Oral Communication;Reflective Thinking)
What is consumer-generated marketing? Describe examples of both invited and uninvited consumer exchanges.(AACSB: Written and Oral Communication; Reflective Thinking)
Discuss trends impacting marketing and the implications of these trends on how marketers deliver value to customers. (AACSB: Written and Oral Communication)
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
Some believe that social marketing is primarily effective only for bigger companies with the time and capacity to manage and update their media content. Choose a local business and evaluate its
Use the Internet to search for salary information regarding jobs in marketing in your country or region.What is the national average salary for five different jobs in marketing? How do the averages
Debate whether these new features in game consoles are enough to survive against the growth of smartphone and tablet apps that offer free or inexpensive games.(AACSB: Written and Oral Communication;
Brainstorm three new game console features incorporating digital, mobile, or social media technology to encourage consumer interaction and engagement with gaming.(AACSB: Written and Oral
Should marketers embrace the societal marketing concept with respect to foods or products that could be harmful to consumers? Discuss an example of a company embracing the societal marketing concept
Visit www.instituteofcustomerservice.com and learn about the UKCSI. Write a report explaining the index and comparing the ratings for five different industries along with the national average. Are
Customer satisfaction indexes (CSIs) similar to the UKCSI are used in many countries. Find another country’s CSI and compare its results to those in the UKCSI.Are UK consumers more or less
How would you describe Zappos’ market offering?
What is Zappos’ value proposition? How does it relate to its market offering?
How does Zappos build long-term customer relationships?
When implementing customer relationship management, why might a business desire fewer customers over more customers? Shouldn’t the focus of marketing be to acquire as many customers as possible?
Is it fair to single out specific products for restrictions such as New York City’s proposed size cap on soft drinks? Discuss this argument from all sides of this issue: government, soft drink
Defi ne marketing and discuss how it is more than just “telling and selling.” (AACSB: Communication; Refl ective Thinking) LO.1
Marketing has been criticized because it “makes people buy things they don’t really need.” Refute or support this accusation.(AACSB: Communication; Refl ective Thinking) LO.1
What is a market offering and why should marketers avoid focusing on just their offering to potential buyers? (AACSB:Communication; Refl ective Thinking) LO.1
What is a customer-driven marketing strategy and how can a company design one? (AACSB: Communication) LO.1
When implementing customer relationship management, why might a business desire fewer customers over more customers? Shouldn’t the focus of marketing be to acquire as many customers as possible?
Discuss trends impacting marketing and the implications of these trends on how marketers deliver value to customers.(AACSB: Communication) LO.1
Form a small group of three or four students. Discuss a need or want you have that is not adequately satisfi ed by any offerings currently in the marketplace. Think of a product or service that will
Consider a product that you use or a retailer you patronage frequently. Estimate how much you are worth to the retailer or manufacturer of the brand you prefer if you remain loyal to that marketer
Learn about careers in marketing at http://careers-in-marketing.com/ . Interview someone who works in one of the marketing jobs described on this Web site and ask him or her the following
Does Apple appear to embrace the marketing concept?(AACSB: Communication; Refl ective Thinking;Technology) LO.1
Research the controversy surrounding this issue and debate whether Apple did the right thing for its customers by not including the ubiquitous Adobe Flash software on Apple’s products. (AACSB:
Given the extreme health risks, should marketers stop selling cigarettes even though they are legal and demanded by consumers? Should cigarette marketers continue to use marketing tactics that are
Research the history of cigarette marketing in the United States. Are there any new restrictions with respect to marketing this product? (AACSB: Communication; Refl ective Thinking) LO.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 does marketing expenditures represent for
Search the Internet for salary information regarding jobs in marketing from a Web site such as www.marketingsalaries.com/home/national_averages.htm?function=# or a similar Web site. What is the
How would you describe Zappos’ market offering? LO.1
What is Zappos’ value proposition? How does it relate to its market offering? LO.1
How does Zappos build long-term customer relationships? LO.1
INVENTORY TURNOVER. A recent annual report for The Limited shows cost of goods sold for the year of approximately $5,286 million and average inventory of approximately $769 million during the
Understand the central role played by end-users and their demands in the design of mar keting channels LOP58
Know what service outputs are and how to identify and analyze them Be able to divide a market into channel segments for the purposes of designing or modify- ing a marketing channel LOP58
Be able to evaluate when and whether to try to meet all expressed service output demands in the short run in a particular market LOP58
Understand the relationship between service output demands and solutions to overall channel design problems? LOP58
For each of the three scenarios below, categorize the demand for bulk-breaking, spa- tial convenience, waiting/delivery time, and assortment/variety as high, medium, or low. In each case, explain
For the three scenarios in Question 1, describe a marketing channel that would meet the target end-user's demands for service outputs. LOP58
Describe three different buying situations with which you are familiar and the SODS of the buyers in each one. Do you think the SODS being supplied are close to those being demanded? Why or why not?
Give an example of a service output demand that goes beyond the standard ones of bulk-breaking, spatial convenience, waiting/delivery time, assortment/variety, cus- tomer service, and information
Give an example of market segmentation that is appropriate for the purposes of product design but inappropriate for the purposes of marketing channel design. Conversely, give an example where the
Be able to define the eight generic channel flows that characterize costly and value-added channel activities
Understand how the efficiency template helps codify channel flow performance by chan- nel and by channel participant 3.Understand the role of channel flow allocation in designing a zero-based channel
Understand how channel flow performance leads to appropriate allocation of channel profits among channel members using the Equity Principle
Be able to place the channel flow analysis in the overall channel audit process
Know how to use the efficiency template with little available information?
Give an example where a channel member performs only one flow for the channel yet is an important member in making the channel work well. Give another example of a channel member who participates in
Many consumer-goods and industrial-goods companies both sell original product and provide service after the sale. Relative to a system where only product is sold (but no service is necessary), how
If a consumer buys an item through a catalog over the phone with a credit card, is the credit card company a channel member? If the product is delivered by FedEx, is FedEx a channel member? If yes,
Explain how the shopping characteristics for the following consumer and industrial goods affect the channels for them: CONSUMER GOODS Bread INDUSTRIAL GOODS Laser printer toner cartridges Uranium for
A channel can be zero-based when targeted at one segment and not zero-based when targeted at another segment. True or false? Explain your answer.
Suppose that a set of channel participants decides to spare no expense in meeting all the service output demands of their target market. Assuming they indeed do meet those expressed demands, under

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