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business
principles of marketing

Questions and Answers of Principles Of Marketing

Describe the difference between functional and psychological needs.
“So what we did, in essence, is we said advertising should be useful to a consumer just as much as the organic search results, and we don’t want people just to buy advertising and be able to show
3 Specify which trade-oriented sales promotions and public relations tools you will use.
2 Select your consumer-oriented sales promotion activities.
1 Use Figure 16–2 to select the advertising media you will include in your plan by analyzing how combinations of media (e.g., television and Internet advertising, radio and yellow pages
To augment your promotion strategy from Chapter 15:
10 How can public relations be used by automobile manufacturers following recall notices related to faulty airbag inflators?
9 Federated Banks is interested in consumer-oriented sales promotions that would encourage older adults to direct deposit their Social Security checks with the bank. Evaluate the sales promotion
8 What are two advantages and two disadvantages of the advertising posttests described in the chapter?
7 Each year, managers at Bausch and Lomb evaluate the many advertising media alternatives available to them as they develop their advertising program for contact lenses. What advantages and
6 Which medium has the lowest cost per thousand(CPM)?Medium Cost of Ad Audience Size TV show $5,000 25,000 Magazine 2,200 6,000 Newspaper 4,800 7,200 FM radio 420 1,600
5 Some national advertisers have found that they can have more impact with their advertising by running a large number of ads for a period and then running no ads at all for a period. Why might such
4 A large life insurance company has decided to switch from using a strong fear appeal to a humorous approach. What are the strengths and weaknesses of such a change in message strategy?
3 You have recently been promoted to be director of advertising for the Timkin Tool Company. In your first meeting with Mr. Timkin, he says, “Advertising is a waste! We’ve been advertising for
2 Suppose you are the advertising manager for a new line of children’s fragrances. Which form of media would you use for this new product?
1 How does competitive product advertising differ from competitive institutional advertising?
16-13. What type of publicity tool is used most often by nonprofit organizations?
16-12. What is a news release?
16-11. Which trade promotion tool is used to encourage the local advertising efforts of resellers?
16-10. What is the difference between a coupon and a deal?
16-9. What is the difference between aided and unaided recall posttests?
16-8. Explain the difference between pretesting and posttesting advertising copy.
16-7. Describe three approaches to scheduling advertising.
16-6. Why has the Internet become a popular advertising medium?
16-5. You see the same ad in Time and Fortune magazines and on billboards and TV. Is this an example of reach or frequency?
16-4. ______________ are responsible for creating the text portion of the messages in advertisements.
16-3. Describe three common forms of advertising appeals.
16-2. What is the purpose of an institutional advertisement?
16-1. What is the difference between pioneering and competitive ads?
Recognize public relations as an important form of communication.
Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions.
Explain the advantages and disadvantages of alternative advertising media.
Describe the steps used to develop, execute, and evaluate an advertising program.
Explain the differences between product advertising and institutional advertising and the variations within each type.
How does the LA Galaxy assess the impact of its marketing activities? Has its program been successful?
How are social media integrated into the LA Galaxy’s marketing strategy?
How is promotion (advertising, personal selling, public relations, sales promotion, direct marketing) used by the LA Galaxy? Do these activities depend on the specific target markets?
Which of the seven elements of the service marketing mix are most important in the LA Galaxy marketing program?
What is the LA Galaxy “product”?
Describe marketing activities that will (a) address each of the four I’s as they relate to your service and(b) encourage the development of relationships with your customers.
Using the flowchart in Figure 12–7 as a guide, create a customer contact audit to identify specific points of interaction with customers.
Develop an internal marketing program that will ensure that employees are prepared to deliver the core and supplementary services.
Outline the capacity management strategies that an airline must consider.
Draw the channel of distribution for the following services: (a) a restaurant, (b) a hospital, and (c) a hotel.
How does off-peak pricing influence demand for services?
Outline the customer contact audit for the typical deposit you make at your neighborhood bank.
What are the search, experience, and credence properties of an airline for (a) the business traveler and (b) the pleasure traveler? What properties are most important to each group?
Look back at the service continuum in Figure 12–3.Explain how the following points in the continuum differ in terms of consistency: (a) salt, (b) automobile,(c) advertising agency, and (d) teaching.
Idle production capacity may be related to inventory or capacity management. How would the pricing component of the marketing mix reduce idle production capacity for (a) a car wash, (b) a stage
Explain how the four I’s of services would apply to a Marriott Hotel.
What factors will infl uence future changes in services?
Matching demand with capacity is the focus of __________________ management.
How does a movie theater use off-peak pricing?
Hertz created its differential advantage at the points of __________________ in its customer contact audit.
Would inventory carrying costs for an accounting fi rm with certifi ed public accountants be (a) high, (b) low, or (c) nonexistent?
To eliminate service inconsistencies, companies rely on _________________ and _________________.
What are the four I’s of services?
Discuss the important roles of internal marketing and customer experience management in service organizations.
Explain the role of the seven Ps in the services marketing mix.
Develop a customer contact audit to identify service advantages.
Explain how consumers purchase and evaluate services.
Recognize how services differ and how they can be classified.
Analizar la naturaleza y el alcance de las ventas personales y de la administración de ventas en el marketing.OA2
The choice of target market will determine how which of these concepts are designed?
Which marketing metrics would be most helpful for an executive in charge of developing new products for a coffee chain? THE COFFEE WARS In the coffee and breakfast market, Starbucks vigorously
Which growth strategies have been pursued by Starbucks and Dunkin’ Donuts in the past? Which strategies do you believe will be most successful for the two firms in the future? Why? THE COFFEE WARS
Perform a SWOT analysis for Starbucks and Dunkin’Donuts. Based on your analysis, in which company would you invest? Justify your answer. THE COFFEE WARS In the coffee and breakfast market,
Markets must be segmented for any marketing strategy to be effective. This is because from the identified segments, the firm will choose one or more target markets. The choice of target market will
The four fundamental growth strategies help firms identify growth opportunities in the marketplace. The strategies are based on two dimensions: new and current markets, and new and existing products
You are in the job market and have received offers from three very different firms. Develop a marketing plan to help market yourself to prospective employers.
Of the four growth strategies described in the chapter, which is the riskiest? Which is the easiest to implement?Why?
Dyson successfully sells its fans and heaters for $150 to$400, whereas most conventional fans sell for around$25. Explain the value it creates and how this affects the price it can charge.
How does your university add value to students through the implementation of the four Ps?
Using your school library or Google, locate a SWOT analysis for a brand you currently use. For each section, list an additional item that was not part of the initial analysis and discuss why you
Price comparison sites such as trivago.com and pricegrabber.com have been created for a variety of products and services. These sites allow consumers to see the prices from a variety of vendors and
The mission statement for The Estée Lauder Companies is“‘Bringing the best to everyone we touch’. By ‘The best’, we mean the best products, the best people and the best ideas. These three
Which strategy is the riskiest?
What type of strategy is growing the business from existing customers?
What are the four growth strategies?
What do the four quadrants of the portfolio analysis represent?
What is STP?
What tool helps a marketer conduct a situation analysis?
What are the five steps in creating a marketing plan?
List the four macro strategies that can help a firm develop a sustainable competitive advantage.
What are the various components of a marketing strategy?
Define a marketing strategy.
How are choiceboard and personalization systems used in the PizzaHut.com website?
How does PizzaHut.com incorporate the seven website design elements?
What kind of website is PizzaHut.com?
Identify a company’s website that best reflects your website conceptualization.
Describe how each website element—context, content, community, customization, communication, connection, and commerce—will be used to create a customer experience.
Visit the website for your university or college.Based on your visit, would you conclude that the site is a transactional site or a promotional site? Why? How would you rate the site in terms of the
You are planning to buy a new car so you visit www.edmunds.com. Based on your experience visiting that site, do you think you will enjoy more or less control in negotiating with the dealer when you
Visit Amazon.com (www.amazon.com) or Barnes &Noble (www.barnesandnoble.com). As you tour the website, think about how shopping for books online compares with a trip to your university bookstore to
Like the traditional marketplace, the digital marketspace offers marketers opportunities to create time, place, form, and possession utility. How do you think Internet-enabled technology rates in
Have you made an online purchase? If so, why do you think so many people who have access to the Internet are not also online buyers? If not, why are you reluctant to do so? Do you think that
Channel confl ict between manufacturers and retailers is likely to arise when manufacturers use ________________ websites.
A cross-channel shopper is __________________.
What is the eight-second rule?
What are the six reasons consumers prefer to shop and buy online?

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