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business
principles of marketing

Questions and Answers of Principles Of Marketing

What types of support and incentives could your university provide advisers to help make them more attentive to students’ needs?
What should a restaurant server do when faced with an irate customer who has received undercooked food after a long wait? How can he or she avoid a service failure by being empowered?
Assume you were hired by the local grocery store to help assess its service quality. How would you go about undertaking this project?
You have conducted a zone of tolerance analysis for your local pizza restaurant. You find that the lengths of the reliability and responsiveness boxes are much greater than those of the other three
Go to Zappos’ website (www.zappos.com) and examine its customer service offerings. Next, go to Reseller Ratings, www.resellerratings.com, and look up Zappos.Based on these reviews, does Zappos have
What services does Zipcar offer? Go to Zipcar’s website(www.zipcar.com) and click on “Getting Started.” Evaluate how quick it is to reserve a car in a major city or at a university that has a
What can companies do to recover from a service failure?
Why is service recovery so important to companies?
List at least two ways to overcome each of the four service gaps.
Explain the four service gaps identified by the Service Gaps Model.
Why can’t we separate firms into just service or just product sellers?
What are the four marketing elements that distinguish services from products?
Discuss the four gaps in the Service Gaps Model.
Describe how the marketing of services differs from the marketing of products.
What specific marketing actions would you propose that Mall of America managers take to ensure its continuing success in attracting visitors (a) from the local metropolitan area and (b) from outside
What criteria should Mall of America use in adding new facilities to its complex? Evaluate (a) retail stores,(b) entertainment offerings, and (c) hotels on these criteria.
What (a) retail and (b) consumer trends have occurred since Mall of America was opened in 1992 that it should consider when making future plans?
Why has Mall of America been such a marketing success so far?
Confirm that the wholesalers needed to support your retailing strategy are consistent with the channels and intermediaries you selected in Chapter 15.
Use Figure 16–8 to develop your retailing strategy by(a) selecting a position in the retail positioning matrix and (b) specifying the details of the retailing mix.
Refer to Figure 16–8 and review the position of Payless ShoeSource on the retail positioning matrix. What strategies should Payless ShoeSource follow to move itself into the same position as
What is an infl uence effect?
A huge shopping strip mall with multiple anchor stores is a _______________ center
Would this be considered a broad or a deep product line?
A shop for big men’s clothes carries pants in sizes 40 to
Describe the types of firms that perform wholesaling activities and their functions.
Explain changes in retailing with the wheel of retailing and the retail life cycle concepts.
Classify retailers in terms of the retail positioning matrix, and specify retailing mix actions.
Describe the many methods of nonstore retailing.
Explain the alternative ways to classify retail outlets.
Identify retailers in terms of the utilities they provide.
“Tenemos un producto único para la gente”, exclama Chris Klein, presidente del club de fútbol soccer LA Galaxy. Este deporte combina muchos elementos del atletismo, trabajo en equipo y
En esta sección de su plan de marketing , debe diferenciar su producto principal —un bien o un servicio— y los servicios complementarios.1 Prepare un programa de marketing interno que asegure
10 En los últimos años, muchas empresas de servicios han empezado a proporcionar uniformes a sus empleados. Explique la lógica que sustenta esta estrategia en función de los conceptos analizados
9 Describa las estrategias de administración de la capacidad que una aerolínea debe tomar en consideración.
8 El texto indica que el marketing interno es necesario para que un programa de marketing exitoso pueda dirigirse a los consumidores.¿Por qué esto es en particular cierto para las organizaciones de
7 Trace el canal de distribución de los siguientes servicios :a) un restaurante,b) un hospital yc) un hotel.
6 ¿Cómo influye el precio fuera de las horas pico en la demanda de servicios ?
5 Describa la auditoría de contacto con el cliente para el depósito cotidiano que se realiza en su banco local.
4 ¿Cuáles son las propiedades de búsqueda , experiencia y credibilidad de una línea de aviación paraa) el viajero de negocios y parab) el turista? ¿Qué propiedades son más importantes para
3 Observe el continuo de servicio en la figura 12-3. Diga en quédifieren los siguientes puntos del continuo en función de la consistencia:a) sal,b) automóvil,c) agencia de publicidad yd)
2 La capacidad ociosa de producción puede estar relacionada con el inventario o con la administración de la capacidad . ¿De qué manera el componente de fijación de precio de la mezcla de
1 Explique cómo se aplicarían las cuatro I de los servicios a un hotel Marriot.
12-8. ¿Qué factores influirán en los cambios futuros de los servicios ?
12-7. Igualar la demanda y la capacidad es el punto central de la administración de _______________________.
12-6. ¿Cómo emplea un cine los precios fuera de las horas pico?
12-5. Hertz creó su ventaja diferencial en los puntos de __________ en su auditoría de contacto con el consumidor.
12-4. ¿Qué diferencia hay entre las propiedades de búsqueda , experiencia y credibilidad ?
12-3. ¿Los costos de manejo de inventario de una empresa de contabilidad con contadores públicos titulados serían:a) altos,b) bajos,c) inexistentes?
12-2. Para eliminar las inconsistencias en los servicios , las organizaciones dependen de _______________ y de ________________.
12-1. ¿Cuáles son las cuatro I de los servicios ?
Analizar los papeles importantes del marketing interno y de la administración de la experiencia con los consumidores en las organizaciones de servicios .
Explicar la función de las siete P en la mezcla de marketing de los servicios .
Diseñar una auditoría de contacto con el cliente para identificar las ventajas de los servicios .
Explicar cómo adquieren y evalúan los consumidores los servicios.
Reconocer las diferencias de los servicios y cómo se clasifican .
Describir cuatro elementos únicos de los servicios .
(a) What criteria might Chobani use when it seeks markets in new countries and (b) what three or four countries meet these criteria? LO.1
As part of building its brand, Chobani opened a unique retail store in New York City: Chobani SoHo. Why did Chobani do this? LO.1
What are (a) the advantages and (b) the disadvantages of Chobani’s Customer Loyalty Team that handles communication with customers—from phone calls and e-mails to Facebook and Twitter
(a) What marketing actions would you expect the companies selling Yoplait, Dannon, and PepsiCo yogurts to take in response to Chobani’s appearance and (b) how might Chobani respond? LO.1
From the information about Chobani in the case and at the start of the chapter, (a) who did Hamdi Ulukaya identify as the target for his first cups of Greek yogurt and (b) what was his initial four
When you have selected your marketing plan topic, whether the plan is for an actual business, a possible business, or a student organization, write the “company description” in your plan, as
Now to get you started on your marketing plan, list four or five possible topics and compare these with the criteria your instructor suggests and those shown above. Think hard, because your decision
Does a firm have the right to “create” wants and try to persuade consumers to buy goods and services they didn’t know about earlier? What are examples of“good” and “bad” want creation?
What environmental forces (uncontrollable variables)must the college in question 4 consider in designing its marketing program? LO.1
What actions involving the four marketing mix elements might be used to reach the target market in question 4? LO.1
A college in a metropolitan area wishes to increase its evening offerings of business-related courses such as marketing, accounting, finance, and management.Who are the target market customers
What are the characteristics (e.g., age, income, education)of the target market customers for the following products or services? (a) National Geographic magazine,(b) Chobani Greek Yogurt, (c) New
Each of the four products, services, or programs in question 1 has substitutes. Respective examples are(a) a Bic™ highlighter, (b) regular tennis shoes, (c) an Uber or Lyft ride, and (d) a
What consumer wants (or benefits) are met by the following products or services? (a) 3M Post-it® Flag Highlighter, (b) Nike running shoes, (c) Hertz Rent-ACar, and (d) Amazon online shopping. LO.1
Describe the characteristics of a market orientation.Many firms have achieved great success by putting huge effort into implementing the marketing concept—the idea that an organization should (1)
Explain how organizations build strong customer relationships and customer value through marketing.The essence of successful marketing is to provide sufficient value to gain loyal, long-term
Distinguish between marketing mix factors and environmental forces.Four elements in a marketing program designed to satisfy customer needs are product, price, promotion, and place. These elements are
Explain how marketing discovers and satisfies consumer needs.The first objective in marketing is discovering the needs and wants of consumers who are prospective buyers and customers.This is not easy
Define marketing and identify the diverse factors that influence marketing actions.Marketing is an organizational function and a set of processes for creating, communicating, and delivering value
What are environmental forces? LO.1
What are the four marketing mix elements that make up the organization’s marketing program? LO.1
An organization can’t satisfy the needs of all consumers, so it must focus on one or more subgroups, which are its __________. LO.1
What four factors are needed for marketing to occur? LO.1
Marketing focuses on __________ and __________ consumer needs. LO.1
What is marketing? LO.1
Describe the characteristics of a market orientation. LO.1
Explain how organizations build strong customer relationships and customer value through marketing. LO.1
Distinguish between marketing mix factors and environmental forces. LO.1
Explain how marketing discovers and satisfies consumer needs. LO.1
Define marketing and identify the diverse factors that influence marketing actions. LO.1
Does KIND act in a socially responsible manner? Explain your answer. Among the many energy and snack bars we have discussed, KIND (www.kindsnacks.com) stands out for its largely successful efforts to
Outline KIND’s four Ps. Among the many energy and snack bars we have discussed, KIND (www.kindsnacks.com) stands out for its largely successful efforts to apply nearly every aspect of good
Describe the target market for KIND bars? In your discussion explain:What types of people does KIND sell to?How does KIND appeal to those different groups of people? Among the many energy and snack
Value creation is the central activity of marketing. Which is not a benefit to the firm from engaging in value creation and the ongoing process of identifying valueadding options for consumers?a. The
Which of the following is not a function of marketing’s value creation process?a. Capturing valueb. Delivering valuec. Communicating valued. Exchanging valuee. All of these are part of
Why do marketers like those at Apple find it important to embrace societal needs and ethical business practices?Provide an example of a societal need or ethical business practice that Apple is
Using the four Ps, discuss how Kashi creates value for customers with its Kashi bars.
What is the difference between a good and a service?When you buy a music subscription on Pandora, are you buying a good or a service? Would your answer be different if you bought an MP3 album on
Do you know the difference between needs and wants?When companies that sell coffee develop their marketing strategy, do they concentrate on satisfying their customers’ needs or wants? What about a
Visit Mondelēz International’s website(www.mondelezinternational.com) and then click on the“Brand Family” link. In what major categories does Mondelēz have brands? Can you identify related
Go to Facebook.com and navigate to the “About” section.What is Facebook’s mission? How could marketers use Facebook, and what other social media tools could they use? What are the drawbacks
Visit the websites for KIND (www.kindsnacks.com), Kashi(www.kashi.com), and Snickers and Mars(www.snickersandmarsproteinbars.com) bars. What value do these manufacturers provide customers? How are
How are marketers connecting with customers through social and mobile media?

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