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business
principles of marketing

Questions and Answers of Principles Of Marketing

Suppose your dean of admissions is considering surveying high school seniors about their perceptions of your school to design better informational brochures for them. What are the advantages and
In evaluating marketing actions, what are the two dimensions on which they should be evaluated? LO.1
In the marketing research for Tony’s Pizza, what is an example of (a) a finding and (b) a marketing action? LO.1
What is cross tabulation? LO.1
Which type of survey provides the greatest flexibility for asking probing questions:mail, telephone, or personal interview? LO.1
What is the difference between observational and questionnaire data? LO.1
What are some advantages and disadvantages of secondary data? LO.1
What is the difference between secondary and primary data? LO.1
What are constraints, as they apply to developing a research plan? LO.1
What is the five-step marketing research approach? LO.1
What is marketing research? LO.1
Describe three approaches to developing a company’s sales forecast. LO.1
Explain how data analytics and data mining lead to marketing actions. LO.1
Discuss the uses of observations, questionnaires, panels, experiments, and newer data collection methods. LO.1
Explain how marketing uses secondary and primary data. LO.1
Describe the five-step marketing research approach that leads to marketing actions. LO.1
Identify the reason for conducting marketing research. LO.1
Is Mary Kay a global brand? Why or why not? LO.1
What global market-entry strategy did Mary Kay use when it entered India? LO.1
Is Mary Kay an international firm, a multinational firm, or a transnational firm based on its marketing strategy? Why? LO.1
What special marketing issues are involved in trying to reach these customers? LO.1
In which countries do these potential customers live? LO.1
What features of your product are especially important to potential customers? LO.1
Coca-Cola is sold worldwide. In some countries, Coca-Cola owns the bottling facilities; in others, it has signed contracts with licensees or relies on joint ventures.When selecting a licensee in each
As a novice in global marketing, which global marketentry strategy would you be likely to start with? Why?What other alternatives do you have for a global market entry? LO.1
How successful would a television commercial in Japan be if it featured a husband surprising his wife in her dressing area on Valentine’s Day with a small box of chocolates containing four candies?
Explain what is meant by this statement: “Quotas are a hidden tax on consumers, whereas tariffs are a more obvious one.” LO.1
What is dumping? LO.1
Products may be sold globally in three ways. What are they? LO.1
How does licensing differ from a joint venture? LO.1
What mode of entry could a company follow if it has no previous experience in global marketing? LO.1
When foreign currencies can buy more U.S. dollars, are U.S. products more or less expensive for a foreign consumer? LO.1
Cross-cultural analysis involves the study of __________. LO.1
What is the difference between a multidomestic marketing strategy and a global marketing strategy? LO.1
The United States–Mexico–Canada Agreement replaced what trade agreement? LO.1
What is protectionism? LO.1
What is the trade feedback effect? LO.1
What country is the biggest as measured by world trade? LO.1
Explain the distinction between standardization and customization when companies craft worldwide marketing programs. LO.1
Name and describe the alternative approaches companies use to enter global markets. LO.1
Identify the environmental forces that shape global marketing efforts. LO.1
Identify the major developments that have influenced world trade and global marketing. LO.1
Describe the nature and scope of world trade from a global perspective. LO.1
Provide an example of each of the three buying situations—straight rebuy, modified rebuy, and new buy—at Trek. LO.1
How has Trek’s interest in the environmental impact of its business influenced its organizational buying process? LO.1
What selection criteria does Trek utilize when it selects a new supplier or evaluates an existing supplier? LO.1
What is the role of the buying center at Trek? Who is likely to comprise the buying center in the decision to select a new supplier at Trek? LO.1
Follow the instructions to find the specific NAICS code for your product market and the economic Census data that detail the dollar sales and provide the estimate of market or industry
Click “NAICS Lookup” and enter a keyword that describes your product market (e.g., ice cream). LO.1
Visit the NAICS website at www.census.gov. LO.1
Define the product market precisely, such as ice cream. LO.1
A firm that is marketing multimillion-dollar wastewater treatment systems to cities has been unable to sell a new type of system. This setback has occurred even though the firm’s systems are
What is a buying center? Describe the roles assumed by people in a buying center and what useful questions should be raised to guide any analysis of the structure and behavior of a buying
List and discuss the key characteristics of organizational buying that make it different from consumer buying. LO.1
Describe the major differences among industrial firms, resellers, and government units in the United States. LO.1
In general, which type of online auction creates upward pressure on bid prices and which type creates downward pressure on bid prices? LO.1
What are e-marketplaces? LO.1
What are the three types of buying situations or buy classes? LO.1
What one department is almost always represented by a person in the buying center? LO.1
What are the three main types of organizational buyers? LO.1
Organizational buyers are ___________. LO.1
Recognize the importance and nature of online buying in industrial, reseller, and government organizational markets. LO.1
Explain how buying centers and buying situations influence organizational purchasing. LO.1
Describe the key characteristics of organizational buying that make it different from consumer buying. LO.1
Distinguish among industrial, reseller, and government organizational markets. LO.1
David Burdick is the CEO of ACME Bubblegum, a successful public company. As one of the cofounders of the company, Burdick has enjoyed speaking and writing about the success of ACME Bubblegum for
Sports Nostalgia Emporium sells autographed sports memorabilia online. Recently, the director of marketing, John Mangold, started using a mailing list he had purchased from Marketing Metrix, a
Bartok Manufacturing produces a line of infant toys under the Bright Baby brand label. The Consumer Product Safety Commission (CPSC) recently issued a recall order for the Bright Baby car seat gym, a
Enjoy Cola is a new product produced by ABC Beverage and marketed with the slogan “Relax with Enjoy.” Unlike other colas on the market, Enjoy does not contain caffeine and therefore is positioned
Sparkle Gem Jewelers, a family owned and operated costume jewelry manufacturing business, traditionally sold its products only to wholesalers. Recently, however, Sparkle Gem was approached by the
A catalog retailer that carries home and children’s items, such as children’s furniture, clothing, and toys, was seeking a way to reach a new audience and stop the declining sales and revenue
Renata has been working at Peavy’s Bridal for nearly a year now. Her sales figures have never been competitive with those of her coworkers, and the sales manager has called her in for several
A car and truck manufacturer just found out that two of its overseas business units have been engaging in bribery over a 10-year period of time. The company paid $56 million in bribes to more than 20
Tobacco giant R.J. Reynolds sent a set of coasters featuring its cigarette brands and recipes for mixed drinks with high alcohol content to young adults, via direct mail, on their 21st birthdays (the
How does Daily Table address the needs of each of the different stakeholder groups: employees, customers, marketplace, society, and environment? DAILY TABLE The growing social trends surrounding
How does Daily Table compare to Whole Foods and the conventional supermarket where you shop on the four principles of conscious marketing? DAILY TABLE The growing social trends surrounding organic
If a firm’s sales force pressures potential customers to purchase services they cannot afford or need, but they require that sales force to work one week a year for Habitat for Humanity, that firm
In what way does corporate social responsibility differ from conscious marketing?a. There is no difference.b. Conscious marketing is one part of corporate social responsibility.c. Corporate social
Amazon’s purchase of Whole Foods Market had many consumers concerned that being owned by a very large firm would change the conscious marketing culture at Whole Foods. Visit www.wholefoods.com to
Seventh Generation produces a line of cleaning and personal care products that are chemical-free and natural. Explore the Seventh Generation website and identify ways the firm lives up to the four
A clothing company gives generously to charities and sponsors donation drives to help lower-income teen girls get reasonably priced prom dresses. It also locates its manufacturing plants in countries
Identify the steps in the ethical decision-making framework
What ethical questions should a marketing manager consider at each stage of the marketing plan?
How Mobile Phones and Payments Have Created a Viable New Market at the Bottom of the Pyramid
Provide a specific example of a conscious marketing firm that considers the needs of each of its stakeholders.
What is the difference between conscious marketing and corporate social responsibility?
Is Walmart a conscious marketer or is it a practitioner of CSR?
What are the criteria for being a conscious marketer?
Describe how ethics constitutes an integral part of a firm’s conscious marketing strategy.
Describe the ways in which conscious marketing helps various stakeholders.
What future activities would you suggest for Toyota as it strives to improve its reputation?
Has Toyota’s National Parks project been a success?What indicators suggest that the project has had an impact?
How does Toyota’s view of sustainable mobility contribute to the company’s overall mission?
How does Toyota’s approach to social responsibility relate to the three concepts of social responsibility described in the text (profit responsibility, stakeholder responsibility, and societal
Describe, in one or two sentences, how your marketing plan addresses each potential issue.
Identify what, if any, ethical and social responsibility issues might arise.
Cause marketing programs have become popular.Describe two such programs with which you are familiar.
The American Marketing Association Statement of Ethics shown in Figure 4–3 details the rights and duties of parties in the marketing exchange process. How do these rights and duties compare with
Five ethical situations were presented in this chapter:(a) a medical society’s decision to set fee schedules,(b) the use of a computer program by auto dealers to arrange financing, (c) smoking in
What concepts of moral philosophy and social responsibility are applicable to the practices of Anheuser-Busch described in the introduction to this chapter? Why?

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