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principles of marketing

Questions and Answers of Principles Of Marketing

Listed here are two different firms. Which compensation plan would you recommend for each firm, and what reasons would you give for your recommendations? (a) A newly formed company that sells lawn
Where would you place each of the following sales jobs on the order-taker/order-getter continuum shown below? (a) Burger King counter clerk, (b) automobile insurance salesperson, (c) Hewlett-Packard
For the first 50 years of business, the Johnson Carpet Company produced carpets for residential use. The salesforce was structured geographically. In the past five years, a large percentage of carpet
About what percentage of U.S. companies include customer satisfaction as a measure of salesperson performance? (check one)10% 30% 50%20% 40% 60%
“A salesperson’s job is fi nished when a sale is made.” True or false? (circle one)True False
About what percentage of an average fi eld sales representative’s time each workweek is spent actually selling to customers by phone or face-to-face? (check one)40% 50% 60%
What percentage of chief executive offi cers in the largest U.S. companies have signifi cant sales experience in their work history? (check one)10% 30% 50%20% 40% 60%
Describe the major functions of sales management.
Explain the stages in the personal selling process.
Identify the different types of personal selling.
Discuss the nature and scope of personal selling and sales management in marketing.
What are some of the different ways Mountain Dew can assess the success of its campaign?
Which of the promotional elements described in Figure 17–2 were used by Mountain Dew in its DEWmocracy 2 campaign?
What changes in the environment provided the opportunity for the DEWmocracy approach?
Develop a privacy policy for database managers that provides a balance of consumer and seller perspectives.How would you encourage voluntary compliance with your policy? What methods of enforcement
Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure and (b) corporate travel departments that select the airlines to be
Explain the value of direct marketing for consumers and sellers.
Describe the elements of the promotion decision process.
Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies.
Describe the promotional mix and the uniqueness of each component.
Discuss integrated marketing communication and the communication process.
How can the team create “buzz” for StuffDOT and grow its user base most effectively (a) using social media platforms (like Facebook and Twitter) and (b) using its own website?
How should StuffDOT be marketed so that it becomes an integral part of everyday life?
(a) Who are StuffDOT’s major competitors and(b) what point(s) of difference should StuffDOT use to distinguish itself from them?
(a) Who are StuffDOT’s target markets and (b) what items are most likely to be Dotted by each of these user groups?
What are the major differences between Facebook and YouTube that are of interest to brand managers?
Compare traditional media and social media in terms of time to delivery of the communication.
What are social media?
Describe how the convergence of the real and digital worlds affects the future of social media.
Explain how social media can produce sales revenues for a brand and compare the performance measures linked to costs versus revenues.
Describe the differing roles of those receiving messages through traditional versus social media and how brand managers select a social network.
Identify the four major social networks and how brand managers integrate them into marketing actions.
Define social media and describe how they differ from traditional advertising media.
How can Google be successful in the display advertising business? What other areas of growth are likely to be pursued by Google in the future?
Describe the types of online advertising available today. Which type of advertising does Google currently dominate? Why?
What is Google’s philosophy about advertising? How can less advertising be preferred to more advertising?
Use Figure 18–6 to select your consumer-oriented sales promotion activities.
Use Figure 18–3 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 advertising)
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 a
Which trade promotion approach is used on an ongoing basis?
Which sales promotional tool is most common for new products?
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.
“I’m like the quarterback of the team. I manage 250 accounts, and anything from billing issues, to service issues, to selling the products.I’m really the face to the customer,”says Alison
3 Where would you place each of the following sales jobs on the order-taker/order-getter continuum shown below? (a) Burger King counter clerk, (b)automobile insurance salesperson, (c) Hewlett-Packard
18-10. How is emotional intelligence tied to adaptive selling?
18-9. What three factors are used to organize sales organizations?
18-8. What are the three types of selling objectives?
18-7. Which presentation format is most consistent with the marketing concept? Why?
18-6. What is the distinction between a lead and a qualified prospect?
18-5. What are the six stages in the personal selling process?
18-4. What is team selling?
18-3. What is the principal difference between an order taker and an order getter?
18-2. What is involved in sales management?
18-1. What is personal selling?
Describe the major functions of sales management.
Explain the stages in the personal selling process.
Identify the different types of personal selling.
Discuss the nature and scope of personal selling and sales management in marketing.
What systems did Amazon develop to improve the flow of products from suppliers to Amazon distribution centers? What systems improved the flow of orders from the distribution centers to customers?
Distinguish among traditional marketing channels,electronic marketing channels, and different types of vertical marketing systems.
What is meant by exclusive dealing?
If, for competitive reasons, Washburn eventually has to move all its production back to Asia, (a) which specific fixed and variable costs might be lowered and (b) what additional fixed and variable
Assume that the merger with Parker leads to the cost reductions projected in the case. What will be the (a) new break-even point at a $349 retail price for this line of guitars and (b) new profit if
In Washburn’s factory, what is the break-even point for the new line of guitars if the retail price is (a) $349,(b) $389, and (c) $309? Also, (d) if Washburn achieves the sales target of 2,000
For Washburn, what are examples of (a) shifting the demand curve to the right to get a higher price for a guitar line (movement of the demand curve) and (b) pricing decisions involving moving along a
What factors are most likely to affect the demand for the lines of Washburn guitars (a) bought by a first-time guitar buyer and (b) bought by a sophisticated musician who wants a signature model?
Executives of Random Recordings, Inc., produced a digital album titled Sunshine/Moonshine by the Starshine Sisters Band. (a) Using the price and cost information in the table, prepare a chart like
Suppose that marketing executives for Touché Toiletries (see problem 7) reduced the price to $6.50 for a three-ounce bottle of Ode d’Toade and the fixed costs were $1,100,000. Suppose further that
Touché Toiletries, Inc., has developed an addition to its Lizardman Cologne line tentatively branded Ode d’Toade Cologne. Unit variable costs are 45 cents for a three-ounce bottle, and heavy
How is a downward-sloping demand curve related to total revenue and marginal revenue?
Why do fi rms add new technology and automation when it increases their fi xed cost?
What is a break-even point?
What is the difference between elastic demand and inelastic demand?
What is the difference between a movement along and a shift of a demand curve?
What are examples of (a) consumer-driven and (b) seller/retailer-driven actions made possible through price transparency on the Internet?
What is the profi t equation?
What is price?
Describe how various combinations of price, fixed cost, and unit variable cost affect a firm’s break-even point.
Explain the role of costs in pricing decisions.
Describe what price elasticity of demand means to a manager facing a pricing decision.
Identify the elements that make up a price.
“Every touch point is considered,” explains Stephanie Perdue, Taco Bell’s senior director of marketing,“from the posters in the restaurants down to the packaging, and all of the different
To develop the promotion strategy for your marketing plan, follow the steps suggested in the planning phase of the promotion decision process described in Figure 15–5.1 You should (a) identify the
10 Develop a privacy policy for database managers that provides a balance of consumer and seller perspectives. How would you encourage voluntary compliance with your policy? What methods of
9 BMW recently introduced its first sports activity vehicle, the X6, to compete with other popular crossover vehicles such as the Mercedes-Benz GLE-Class. Design a direct marketing program to
8 Design an integrated marketing communications program—using each of the five promotional elements—for Rhapsody, the online music service.
7 Identify the sales promotion tools that might be useful for (a) Tastee Yogurt, a new brand introduction;(b) 3M self-sticking Post-it® Notes; and(c) Wrigley’s Spearmint gum.
6 Many insurance companies sell health insurance plans to companies. In these companies the employees pick the plan, but the set of offered plans is determined by the company. Recently, Blue Cross
5 Fisher-Price Company, long known as a manufacturer of children’s toys, has introduced a line of clothing for children. Outline a promotional plan to get this product introduced in the marketplace.
4 Suppose you introduced a new consumer food product and invested heavily both in national advertising(pull strategy) and in training and motivating your field salesforce to sell the product to food
3 Explain how the promotional tools used by an airline would differ if the target audience were(a) consumers who travel for pleasure and (b)corporate travel departments that select the airlines to be
2 Develop a matrix to compare the five elements of the promotional mix on three criteria—to whom you deliver the message, what you say, and when you say it.
1 After listening to a recent sales presentation, Mary Smith signed up for membership at the local health club. On arriving at the facility, she learned there was an additional fee for racquetball
LO 15-3 Select the promotional approach appropriate to a product’s target audience, life-cycle stage, as well as stages of the buying decision and channel strategies.The promotional mix depends on
15-14. What are the three types of responses generated by direct marketing activities?
15-13. The ability to design and use direct marketing programs has increased with the availability of ____________ and _____________.

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