Questions and Answers of Services Marketing Concepts

How does the Better Business Bureau encourage companies to follow its standards for commerce?P-968
The Federal Trade Commission (FTC) monitors ___________.P-968
The ____________ Act forbids actual monopolies whereas the ___________ Act forbids actions that are likely to lessen competition.P-968
In pure competition there are a ______________ number of sellers.P-968
How does technology impact customer value?P-968
What is the difference between a consumer’s disposable and discretionary income?P-968
How are important values such as sustainability reflected in the marketplace today?P-968
Why are many companies developing multicultural marketing programs?P-968
Describe four generational cohorts.P-968
Describe the different concepts of social responsibility.P-968
Identify factors that influence ethical and unethical marketing decisions.P-968
Explain how regulatory forces ensure competition and protect producers and consumers.P-968
Discuss the forms of competition that exist in a market.P-968
Describe how technological changes can affect marketing.P-968
Discuss how economic forces affect marketing.P-968
Describe social forces such as demographics and culture.P-968
Explain the purpose of environmental scanning.P-968
What is “agile” marketing at IBM? Why does IBM use the agile approach?P-968
What marketing tools described in this chapter are prominent in IBM’s strategic marketing process?P-968
What are the relevant trends to consider?P-968
Conduct a SWOT analysis for IBM’s “Let’s Put Smart To Work” initiative.P-968
How does this strategy relate to IBM’s values?P-968
What is IBM’s “Let’s Put Smart To Work” strategy?P-968
The goal-setting step in the planning phase of the strategic marketing process sets quantified objectives for use in the evaluation phase. What does a manager do if measured results fail to meet
Parts of Tasks 4 and 5 in Figure 2-9 are done both concurrently and sequentially. (a) How can this be? (b) How does it help the team members meet the project deadline? (c) What is the main advantage
What is the main result of each of the three phases of the strategic marketing process? (a) planning, (b) implementation, and (c) evaluation.P-968
Select one strength, one weakness, one opportunity, and one threat from the Ben & Jerry's SWOT analysis shown in Figure 2-6. Suggest an action that a Ben & Jerry's marketing manager might take to
Compare the advantages and disadvantages of Ben & Jerry's attempting to expand sales revenues by using (a) a product development strategy or (b) a market development strategy.P-968
What competencies best describe (a) your college or university and (b) your favorite restaurant?P-968
(a) Using Netflix as an example, explain how a mission statement gives it a strategic direction. (b) Create a mission statement for your own career.P-968
How do the goals set for a marketing program in the planning phase relate to the evaluation phase of the strategic marketing process?P-968
What is the implementation phase of the strategic marketing process?P-968
What is a customer value proposition?P-968
What are the three steps of the planning phase of the strategic marketing process?P-968
Explain the four market-product strategies in diversification analysis.P-968
What is business portfolio analysis?P-968
What is the difference between a marketing dashboard and a marketing metric?P-968
What is the difference between an organization’s business and its goals?P-968
What is the meaning of an organization’s mission?P-968
What are examples of a functional level in an organization?P-968
What is the difference between a for-profit and a nonprofit organization?P-968
Discuss how managers identify and act on deviations from plans.P-968
Describe the four components of the implementation phase of the strategic marketing process.P-968
Explain the three steps of the planning phase of the strategic marketing process.P-968
Discuss how an organization assesses where it is now and where it seeks to be.P-968
Explain why managers use marketing dashboards and marketing metrics.P-968
Describe core values, mission, organizational culture, business, and goals.P-968
Describe three kinds of organizations and the three levels of strategy in them.P-968
Describe possible future marketing actions Bombas should consider.P-968
How has the combination of the Bombas social mission, its “Bee Better” motto, the direct-to-consumer sales model, its Customer Happiness Team, and its promotional activities contributed to
What are the key elements of Bombas’s “four Ps” marketing strategy?P-968
How did Goldberg and Heath raise money to start the company?P-968
How did Bombas’s founders Randy Goldberg and David Heath create customer value when they started their apparel company by selling socks?P-968
Does a firm have the right to "create" wants and try to persuade consumers to buy goods and services they didn't know about earlier? What are examples of "good" and "bad" want creation? Who should
What environmental forces (uncontrollable variables) must the college in question 4 consider in designing its marketing program?P-968
What actions involving the four marketing mix elements might be used to reach the target market in question 4?P-968
A college in a metropolitan area wishes to increase its evening offerings of business-related courses such as marketing, accounting, finance, and management. Who are the target market customers
What are the characteristics (e.g., age, income, education) of the target market customers for the following products or services? (a) National Geographic magazine, (b) Chobani Greek Yogurt, (c) New
Each of the four products, services, or programs in question 1 has substitutes. Respective examples are (a) a BicTM highlighter, (b) Adidas tennis shoes, (c) an Uber or Lyft ride, and (d) a
What consumer wants (or benefits) are met by the following products or services? (a) 3M Post-it Flag Highlighter, (b) Nike running shoes, (c) Enterprise Rent-A-Car, and (d) Amazon online
What is the difference between ultimate consumers and organizational buyers?P-968
What are the two key characteristics of the marketing concept?P-968
What are environmental forces?P-968
What are the four marketing mix elements that make up the organization’s marketing program?P-968
An organization can’t satisfy the needs of all consumers, so it must focus on one or more subgroups, which are its.P-968
What four factors are needed for marketing to occur?P-968
Marketing focuses on and consumer needs.P-968
What is marketing?P-968
Describe the characteristics of a market orientation.P-968
Explain how organizations build strong customer relationships and customer value through marketing.P-968
Distinguish between marketing mix factors and environmental forces.P-968
Explain how marketing discovers and satisfies consumer needs.P-968
Define marketing and identify the diverse factors that influence marketing actions.P-968
3. Try a service you have never tried before on the Internet or on your smart phone.Analyze the benefits of this service. Was enough information provided to make the service easy to use? How would
2. Visit two local retail service providers that you believe are positioned very differently(such as Target and Nordstrom, or Burger King and a fine restaurant). From your own observations, compare
1. Roughly estimate your spending for an average month. What percentage of your spending goes for services versus goods? Do the services you purchase have value?In what sense? If you had to cut back
7. How can quality service be used in a manufacturing context for competitive advantage?Think of your answer to this question in the context of automobiles, computers, or some other manufactured
6. Again, think of a service job you have had or currently have. How did or does the organization handle relevant challenges listed in Table 1.1?
5. Think of a service job you have had or currently have. How effective, in your opinion, was or is the organization in managing the elements of the service marketing mix?
4. One of the underlying frameworks for the text is the expanded marketing mix for services. Discuss why each of the three new mix elements (process, people, and physical evidence) is included. How
3. What are the basic characteristics of services compared with goods? What are the implications of these characteristics for Airbnb, GE, Southwest Airlines, or the company you work for?
2. How is technology changing the nature of customer service and service offerings?
1. What distinguishes service offerings from customer service? Provide specific examples.
2. Explain the need for special service marketing concepts and practices and why the need has developed and is accelerating.
1. Explain what services are and identify important trends in services.
(a) If you had a limited budget and two weeks to decide which two flavors to put into quantitative testing, would you choose a “poll only” or a “contest only”strategy? Why? (b) If you had a
(a) What are the advantages of using a fixed- alternative poll question on Facebook? (b) When do you think it would be better to use an open-ended question? lPO05
(a) What evokes consumers’ “engagement” on a brand page on Facebook? (b)What attracts consumers to “like” a brand page on Facebook? lPO05
(a) On a Facebook brand page, what are “engagement” and “likes”really measuring? (b) For Carmex, which is more important and why? lPO05
What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross section of Internet
How do you make a lost-horse forecast? lPO05
What are the three kinds of sales forecasting techniques? lPO05
What is the difference between a panel and an experiment? lPO05
Which type of survey provides the greatest flexibility for asking probing questions: mail, telephone, or personal interview? lPO05
What is the difference between observational and questionnaire data? lPO05
What are some advantages and disadvantages of secondary data? lPO05
What is the difference between secondary and primary data? lPO05
What are constraints, as they apply to developing a research plan? lPO05
What is the five-step marketing research approach? lPO05
What is marketing research? lPO05

Showing 600 - 700 of 1412