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business
principles of marketing

Questions and Answers of Principles Of Marketing

What is an integrated marketing mix, and why is it important for a firm’s marketing strategy? How do the 4As relate to the 4Ps?
Why do marketers need to practice constant marketing control?
What is marketing return on investment (ROI)?
Locate the mission statements for the following organizations: (a) USAA, (b) United Airlines, (c) South Carolina State University (SC State), and (d) IKEA. Evaluate each statement
How will the market likely respond to Lush’s abandoning its social media channels?Lush Fresh Handmade Cosmetics UK sells hand-made premium beauty products such as body washes, bath bombs, and face
As Lush UK implements the change, how can it measure the effects of leaving social media on the achievement of its marketing goals?Lush Fresh Handmade Cosmetics UK sells hand-made premium beauty
Go to Yahoo! Finance (http://finance.yahoo.com/) and find the income statements for two other competing companies. Perform the same analyses for these companies that you performed for the previous
Write a market-oriented mission statement for Dyson.Dyson started out as so many storybook success stories do—by one person, in a garage, tinkering away at a product idea. In this case, it took
What are marketing intermediaries and are they important for marketers?
Identify the five major generational groups and briefly describe their impact on today’s marketing strategies.
Does Dyson have a business portfolio? Explain.Dyson started out as so many storybook success stories do—by one person, in a garage, tinkering away at a product idea. In this case, it took James
Why should marketers pay attention to geographic shifts in the U.S. population?
Is Dyson a customer-centered company? Explain.Dyson started out as so many storybook success stories do—by one person, in a garage, tinkering away at a product idea. In this case, it took James
Discuss the natural environment and the three trends that will impact future marketing plans.
Why should marketers pay close attention to the cultural environment?
Based on Dyson’s past, predict the outcome of Dyson’s future in the automotive business.Dyson started out as so many storybook success stories do—by one person, in a garage, tinkering away at a
Provide an example of how people’s views of nature might affect their food choices.
Vice Media’s Broadly site, which tells stories that focus on the experiences of women, gender non-conforming people, and LGBTQ individuals, recently offered to the public The Gender Spectrum
Are there factors in the marketing environment not mentioned in this case that are affecting Square?In 2010, Square launched its credit-card-reading dongle for smartphones. Ever since, Square has
Visit engageforgood.com/halo-awards/ to learn about companies that have won Halo Awards for outstanding cause-related marketing programs. Present an award-winning case study to your class.
Speculate on Square’s future by discussing current and future trends that may further shape the company.In 2010, Square launched its credit-card-reading dongle for smartphones. Ever since, Square
Many businesses have now crafted responses to the #MeToo movement. Research the issue and discuss how companies are communicating their positions to customers. What online or social media platforms
Calculate the percentage change in the 65-and-over population between 2011 and 2016 for both sexes, males, and females. As marketers focus on millennials embarking on major first-time
Is the #MeToo movement a marketing issue? How are customers likely to react to allegations of workplace harassment? How should companies deal with the issue, whether reactively or proactively?Recent
How many more females than males age 65 and over were there in 2011 and 2016? What percentage of the population did females make up in each year? Draw some conclusions regarding this data.As
Debate the pros and cons of purchasing the Echo Dot Kids Edition for a child.Amazon recently introduced its Echo Dot Kids Edition, which the company markets as a sturdy, safe, kid-friendly,
Some of the prospective users of the Echo Dot Kids Edition are part of the emerging Generation Alpha group, who have been identified as a gateway to their parents. How might this influence parents’
Differentiate between exploratory research, descriptive research, and causal research.
What three questions need to be answered when a researcher designs the sample? When would a marketing researcher use a nonprobability sample? What is the weakness of nonprobability samples relative
What is customer relationship management (CRM)? How is it related to big data and artificial intelligence? Provide an example of a company using artificial intelligence.
Visit www.nielsen.com/us/en/insights/reports.html and select an example of a recent research report. Include the URL in a response that describes the study or studies that informed the report. Where
Imagine you own a pet grooming business. You want to use market research to identify how you can grow your business but you are on a limited budget. Review the marketing research techniques outlined
Go to Google Trends (trends.google.com). Assume you are a consumer goods marketer that oversees a sparkling water product. How could the Google Trends information help your company improve its
If you used an app like WeChat, what information would you be comfortable having tied to your identity? What information would you prefer not be tracked? What is the trade-off between convenience and
Is it ethical for marketers to gather massive amounts of data about everything a consumer does and sell advertising using the information. What types of protections do you value as a consumer?WeChat,
Create a histogram (that is, a bar chart) that shows the number of times each attitude score is given by a consumer in the dataset. What conclusions can you draw from these descriptive statistics?As
How does Qualtrics fit in with the big data trend?In today’s environment of data proliferation, companies don’t need more data—they need better data. Qualtrics provides a suite of online data
Which components of the marketing information system do Qualtrics’s tools facilitate?In today’s environment of data proliferation, companies don’t need more data—they need better data.
Discuss Qualtrics’ tools in the context of research approaches.In today’s environment of data proliferation, companies don’t need more data—they need better data. Qualtrics provides a suite
What challenges does Qualtrics face in the future?In today’s environment of data proliferation, companies don’t need more data—they need better data. Qualtrics provides a suite of online data
What characteristics affect consumers’ purchase decisions?
Name and briefly describe each of the four psychological factors that impact consumer behavior.
How might the marketing strategy for a market leader in a product category that is high in variety-seeking buying behavior (low consumer involvement; high perceived brand differences) differ from the
Your manager suggests you do everything in your power to limit customer complaining. Make an argument about why your firm should encourage consumers to complain.
The grocery store shopping experience often falls short of customer expectations or desires, due in part to limited assortments in trending product categories and the absence of pleasant interactions
What factors are likely to influence whether consumers in your market choose to do business with the pizza restaurant that does not accept cash?
Calculate the scores for 24/7 Fitness and Peak Fitness. Which fitness center would this consumer likely choose?One way consumers can evaluate alternatives is to identify important attributes and
Discuss the ethical challenges surrounding the pizza restaurant’s decision to go cashless.
Which brand is this consumer least likely to select? Discuss two ways the marketer of this alternative can enhance consumer likelihood of joining its fitness club.One way consumers can evaluate
Of the factors that influence consumer behavior, which category or categories (cultural, social, personal, or psychological) best explain Kraft Heinz’s current situation?Recently, Kraft and
Choose the specific consumer behavior factor (for example, culture, family, occupation, attitudes) that most accounts for Kraft Heinz’s current situation.Recently, Kraft and Heinz—two consumer
With respect for buying groceries, discuss the buyer decision process and how it has changed in recent years.Recently, Kraft and Heinz—two consumer packaged goods giants—merged to form Kraft
Make recommendations for Kraft Heinz that you think will turn its situation around.Recently, Kraft and Heinz—two consumer packaged goods giants—merged to form Kraft Heinz. This company oversees
How are business markets similar to consumer markets? How are they different?
Briefly discuss a business buyer’s straight rebuy and modified rebuy strategies. What are the similarities and differences? When might it be beneficial to use one approach over the other?
Discuss the major influences on business buyers.
Describe the tools B-to-B marketers use to engage customers. What are the challenges with B-to-B social media marketing?
What are the benefits of business-to-business e-procurement?
Following a sales pitch, an individual at a company recognizes the need for one of the hybrid-electric airships like those you were selling in Exercise 6-8. What happens next in the buying process?
If you were Microsoft, would you pursue a government contract to adapt HoloLens, an augmented reality headset, for use by soldiers in the battlefield? Why or why not?
How many salespeople does Edgybees need if it wants to obtain 500 first-responder customer accounts, such as fire departments and police stations, which need to be called on twice per year? Each
What other factors more generally associated with government contracts might Microsoft’s marketers want to keep in mind when bidding for a government contract?
If Edgybees realizes an overall contribution margin of 40 percent, as the company expands, by how much will sales have to increase to break even on each additional sales representative?
Compare and contrast the nature of the business market structure and demand relative to consumer market structure and demand for Shopify’s services.Shopify is the biggest ecommerce company that
Discuss the differences in the types of decisions and the decision process for Shopify’s clients.Shopify is the biggest ecommerce company that most people have never heard of—a genuine
How does the concept of the buying center apply to Shopify?Shopify is the biggest ecommerce company that most people have never heard of—a genuine direct-to-consumer end-to-end commerce platform
How much of a threat does competition play in Shopify’s future?Shopify is the biggest ecommerce company that most people have never heard of—a genuine direct-to-consumer end-to-end commerce

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