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principles of marketing

Questions and Answers of Principles Of Marketing

Are there other types of marketing research that the Y could conduct in the future to answer other important questions? Give some examples of both the questions it still faces and the research
Who are the main stakeholders that the Y is attempting to reach with the information it has gained through its marketing research? SWIM, LIFT, PLAY—BUT ALSO DONATE: USING MARKETING RESEARCH TO
Which questions has the Y sought to answer with each different type of marketing research it has conducted? SWIM, LIFT, PLAY—BUT ALSO DONATE: USING MARKETING RESEARCH TO REDEFINE THE YMCA Over the
What kinds of marketing research has the Y conducted? SWIM, LIFT, PLAY—BUT ALSO DONATE: USING MARKETING RESEARCH TO REDEFINE THE YMCA Over the years, the YMCA has come to mean different things to
Which step is considered crucial to the marketing research process because it identifies the questions that must be answered?a. Setting objectives and research needsb. Designing the research
What is the key advantage of primary data?a. It is less expensive than secondary data.b. It is readily available.c. It is collected to address a specific research question.d. It is recently
Manuel is planning to launch a new gourmet taco truck and is trying to decide where he should park his truck and what features and prices would entice consumers. He sends a request for proposal to
Suppose Domino’s wants to open a new restaurant. What are some secondary sources of information that might be used to conduct research on potential new locations?Describe how these sources might be
Grocery chains such as Kroger track consumers’purchasing habits through store loyalty cards. These cards collect purchasing data and build consumer profiles.How can grocers such as Kroger use these
A bank manager notices that by the time customers get to the teller, they seem irritated and impatient. She wants to investigate the problem further, so she hires you to design a research project to
A consumer packaged-goods company (e.g., Pepsi) has just developed a new beverage. The company needs to estimate the demand for such a new product. What sources of syndicated data could it explore?
Identify a nonprofit organization that might use marketing research, and describe one example of a meaningful research project that it might conduct. Discuss the steps it should undertake in this
Nielsen provides a wide range of analytical tools and insights that are used by marketing managers across many industries. Go to Nielsen’s website(www.nielsen.com) and navigate to the
Go to the website for the marketing research company Kantar (www.kantar.com). Click on “Company News,” and then click on one of the recent press releases. What types of research does Kantar
What challenges do technological advances pose for the ethics of marketing research?
Under what circumstances is it ethical to use consumer information in marketing research?
What are the advantages and disadvantages of primary and secondary research?
What are the types of quantitative research?
What are the types of qualitative research?
What is the difference between internal and external secondary research?
What is the difference between data and information?
Examine the circumstances in which collecting information on consumers is ethical.
Summarize the differences between secondary data and primary data.
Describe the various primary data collection techniques.
Describe the various secondary data sources.
Identify the five steps in the marketing research process.
How can Mercedes-Benz position itself effectively to appeal to consumers who are (a) men, (b) younger than 30, (c) from China, or (d) very wealthy? MERCEDES-BENZ From Janis Joplin to Jay-Z, The
What are the main ways Mercedes-Benz segments its customers? Are there any other methods in this chapter that it might use? MERCEDES-BENZ From Janis Joplin to Jay-Z, The Eagles to Outcast, Kanye West
A firm’s value proposition communicates the benefits received from the product or service by customers.Therefore, the value proposition provides the customer with which key piece(s) of
Which of the following is not a criterion that must be met when evaluating segment attractiveness?a. Substantialb. Reachablec. Definedd. Responsivee. Profitable
Put yourself in the position of an entrepreneur who is developing a new product to introduce into the market.Briefly describe the product and each component of its value proposition.
Go to the VALS website(www.strategicbusinessinsights.com/vals/ustypes.shtml)and review the eight types that VALS uses to segment consumers by clicking on the blue links. What two VALS types do you
Identify the six positioning steps 1. Go to https://doc.arcgis.com/en/esridemographics/.data/tapestry-segmentation.htm, and Page 289 identify five segments that you would expect to find in your zip
What is a perceptual map?
What are the various segmentation methods?
Explain McDonald’s global marketing strategy. Compare McDonald’s strategy in the United States(www.mcdonalds.com/us/en/home.html) to McDonald’s strategy in India (www.mcdonaldsindia.com).
Describe some of the global marketing strategies that McDonald’s uses or might consider using to spread throughout the world. MCDONALD’S—A GLOBAL GIANT From the Maharaja Mac in India to the
Which sociocultural factors have informed McDonald’s global expansion? MCDONALD’S—A GLOBAL GIANT From the Maharaja Mac in India to the Prosperity Burger prepared especially for Chinese New Year
Many firms begin global expansion by moving from less risky ventures initially to riskier ventures in later years.Which of the following global entry strategy progressions would characterize that
What is the most common way to measure the current size and market potential of a country?a. Gross domestic productb. Gross national incomec. Purchasing power parityd. Trade deficite. Trade surplus
How would Colgate-Palmolive vary its marketing strategies for product lines in low-income, emerging markets? Discuss using each of the elements of the marketing mix.
Colgate-Palmolive sells its products in many countries throughout the world. How would you expect its marketing strategy to differ in various countries, compared with that in the United States?
McDonald’s operates restaurants around the globe. To see how products vary, visit some of McDonald’s international websites (www.mcdonalds.ie, www.mcdonalds.it, and www.mcdonalds.com.mx). Which
For many small businesses, the idea of entering a foreign market is intimidating. The U.S. government and most state governments now offer assistance designed specifically for small-business owners.
What are the three global product strategies?
What are the components of a global marketing strategy?
Which entry strategy has the most risk and why?
Which entry strategy has the least risk and why?
Why are each of the BRIC countries viewed as potential candidates for global expansion?
What are some important cultural dimensions?
What types of governmental actions should we be concerned about as we evaluate a country?
What metrics can help analyze the economic environment of a country?
Highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy
Describe the components of a country market assessment.
What attributes should this small business use to evaluate Staples as vendor? What about Lendio? Using those attributes for Staples and Lendio, perform two separate vendor analyses. STAPLES: THE
Imagine a small business that has long bought its office supplies from Staples. It reads about Lendio and considers whether to solicit a loan. What kind of buying situation has this small business
In which process are vendors invited to submit bids based on firm specifications?a. Rebuyb. New product purchasec. Request for proposalsd. Straight rebuye. Modified rebuy
Knowing the culture of the organizational buying center can help salespeople identify what type of approach to use. For example, if you know that a firm has a central decision maker who seeks input
Mazda is trying to assess the performance of two manufacturers that could supply music systems for its vehicles. Using the information in the accompanying table, determine which manufacturer Mazda
Finally, discuss for which types of products the bookstore would do a straight rebuy and for which it would pursue a modified rebuy.
What are the major differences between the consumer buying process discussed in Chapter 6 and the B2B buying process discussed in this chapter? Use buying iPads for personal use versus buying more
Siemens offers a multitude of products and services to many industries. Go online to learn more about its products and market-specific solutions(https://www.siemens.com/global/en/home.html). Choose a
LinkedIn has grown into a platform that firms use for a variety of business needs. Choose a firm of interest and explore the content on its LinkedIn page. How is the firm that you selected using
How do new buy, straight rebuy, and modified rebuy differ?
What are the types of cultures that exist in buying centers?
What are the six buying roles?
What are the various B2B markets?
Detail different buying situations.
Identify the roles within the buying center.
Describe the ways in which business-to-business (B2B) firms segment their markets.
After purchasing one of these products, why might you experience postpurchase cognitive dissonance? What might the seller do to help you resolve this dissonance? BATTLE OF THE TITANS:AMAZON ECHO VS.
Which risk factors might impact consumers’ propensity to buy one of these products? BATTLE OF THE TITANS:AMAZON ECHO VS. GOOGLE HOME (AND DON’T FORGET ABOUT APPLE)The newest battleground for the
Which device features examined in this chapter might have the greatest impact on consumers’ propensity to buy one of these products? BATTLE OF THE TITANS:AMAZON ECHO VS. GOOGLE HOME (AND DON’T
Identify the four determinant attributes that set apart the Amazon, Google, and Apple smart home devices. Use those attributes to develop a compensatory purchasing model similar to the one in Exhibit
Trace how you might go through the steps in the consumer decision process if you were thinking of buying a smart home device. BATTLE OF THE TITANS:AMAZON ECHO VS. GOOGLE HOME (AND DON’T FORGET
Which of the following is a characteristic of a highly involved consumer?a. Greater interest in the productb. Spending more time researching the productc. Engaging in extensive problem solvingd.
Which of the following is not an example of a functional need?a. Physical warmthb. Foodc. Shelterd. Lovee. Water
Choose a retailer you visit frequently and identify how at least two factors of the sensory situation may affect your behavior.
Trek has designed a new off-road bicycle designed to stand up to the rugged conditions of trail riding. Develop a theme for an advertising strategy that covers all three components of attitude.
Think about your last purchase either online or in a retail store. Were you presented with a nudge? If yes, what was the nudge? Did you make the purchase? If not, which item could have been presented
Tazo makes a blend of exotic green teas, spearmint, and rare herbs into a tea called Zen. Using Maslow’s hierarchy of needs, explain which need(s) is (are) being fulfilled by this tea.
Explain the factors that affect the amount of time and effort a consumer might take when choosing an oral surgeon to get his or her wisdom teeth removed. How would your answer change if the consumer
When consumers buy a new notebook computer, what sort of information search (internal versus external) would they conduct? If you were a marketing manager for Sony, how would you use this information?
Does buying Kashi cereal satisfy a consumer’s functional or psychological needs? How might this information help a Kashi brand manager better promote the product?
Companies often emphasize either the functional or psychological needs their products fulfill. Go to Car and Driver’s website (www.caranddriver.com) and identify a luxury car company that
Different companies emphasize different aspects of attitude in making decisions. Explore the Microsoft(www.microsoftstore.com) and Apple (store.apple.com)stores online. Discuss the primary attitude
Customers use a variety of methods to provide feedback to companies about their experiences.Planetfeedback.com was developed as one such venue.Visit its website (www.planetfeedback.com) and identify
Visit the Amazon website (www.amazon.com) and describe the benefits it offers to consumers. Click on the“Try Prime” button. Which kinds of need appeals does Amazon use to encourage shoppers to
What is the difference between extended versus limited problem solving?
How do low- versus high-involvement consumers process the information in an advertisement?
What situational factors do firms use to influence consumer purchase behavior?
Which social factors likely have the most influence on (a) the purchase of a new outfit for a job interview and (b) the choice of a college to attend?
What are some examples of specific needs suggested by Maslow’s hierarchy of needs?
How do firms enhance postpurchase satisfaction and reduce cognitive dissonance?
What are the differences between compensatory and noncompensatory decision rules?
What are the various types of perceived risk?
Distinguish between functional and psychological needs.
Name the five stages in the consumer decision process.
List the factors that affect the consumer decision process.
Discuss postpurchase outcomes.

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