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business
strategic marketing

Questions and Answers of Strategic Marketing

2 . If you were a marketer at a broadcast network partner of the NFL, what action might you take in response to the fact that Thursday night games have hurt the television ratings and advertising
1. Analyze the NFL’s decision to play more Thursday night games on the NFL Network. What are the ethical implications of this decision?
3. Use metrics to justify the overall grade you gave yourself. You can use any type of analytical tools(e.g., number of friends, followers, likes, Klout score, etc.) to provide support for your
2. Is the content you provide across each platform consistent? Do you have the same image across platforms? What grade would you give your overall social media portfolio? Explain your answer.
1. List the social media platforms on which you have any type of presence. How many of those platforms do you check or use at least once per week?
5. Think about a place that you have worked in the past. What kind of organizational structure did the organization have with regard to formalization and centralization? Do you think that was an
4. Do you think that bonuses should be tied to performance evaluations? Why or why not? What bonus percentage is high enough to motivate you personally?Would it make financial sense for a marketing
3. List and describe two compensation strategies for marketing employees. How effective do you think each strategy is? As you look for a job after graduation, what things about a job or compensation
2. Based on what you have read about compensating salespeople, do you think salespeople should be compensated using only fixed salary, only commission, or a combination of the two? Please explain
1. Based on your understanding of reach and frequency, would you recommend a company advertise during the Super Bowl? Why or why not?Would your answer vary depending on the type of business running
LO 14-4 Describe the barriers to implementing change in an organization.
LO 14-3 Discuss best practices for motivating and compensating marketing employees.
LO14-2 Explain the importance of analyzing the performance of each marketing mix element.
LO 14-1 Implement the key marketing performance metrics.
3. Assume you are a shareholder in a publicly traded beverage company. Would you support the company's plan to advertise to children even if its beverage is unhealthy for children? Explain your
2. Assume you are a shareholder for a manufacturing company in a small town far from your home. Would you be willing to trade polluting the environment in that one town for an increase in firm
1. Assume you are a shareholder in a publicly traded retail firm. Would you want that firm to raise pay rates for its employees to stay on pace with the inflation rate even if doing so would drive
3. If you were the marketing manager for both organizations, what two specific things would you recommend each do to improve their social media efforts?
2. What does the nonprofit organization do across its social media platforms to inform potential donors about its cause? Is it enough to influence your decision to donate to the organization? Explain
1. What does the for-profit company do on social media to promote its corporate social responsibility activities? Is it enough to influence you to become a customer of the firm? Explain your answer.
5. Provide two examples of organizations that use social media as part of their corporate social responsibility actions. What do they do well through social media? What would you suggest they
4. Which of the five barriers to sustainable consumer behavior discussed in this chapter most prevents you from engaging in more sustainable consumer behavior? Do you think your answer will be
3. What is the social responsibility of colleges and universities in the United States? Using the ethical decision-making framework, analyze a hypothetical decision your college or university made to
2. Imagine that you were put in charge of marketing at a small business in your hometown. What CSR or sustainability strategies would you consider for that business? Why did you select these
1. Identify a Fortune 500 company that you think is socially responsible. Why do you think this way about the company? Does your opinion impact your decision to purchase from the company? Are you
LO 13-5 Analyze how firms use social media to support their corporate social responsibility efforts.
LO 13-4 Describe the challenges of environmental and sustainable marketing on a global scale.
LO 13-3 Explain the impact of environmentalism on marketing success.
LO 13-2 Explain how sustainable marketing contributes to a firm’s corporate social responsibility efforts.
LO 13-1 Describe the features of a successful corporate social responsibility program.
3. Finally, explain why you selected those particular rules.
2. Next, write a set of rules (a minimum of five) that the information technology employees must follow for obtaining information and describe how that information should be handled once it is
1. Write a set of rules (a minimum of five) that all company employees who deal directly with customers must follow in order to protect the privacy of your online customers.
3. If you were put in charge of increasing student satisfaction at your school, how would you specifically use social media to help achieve your goal?
2. Discuss two ways that your college or university can improve its efforts to communicate and respond to students via social media. Explain your answer.
1. If you have an issue with some part of your educational experience, such as housing, financial aid, or career services, can you get help and answers through some social media platform? If so,
6. How does the concept share of customer differ from the concept of market share? What types of things does a company have to do differently to increase its share of customer versus increasing its
5. In this chapter you learned about employee empowerment as it relates to customer service. Assume that you are the director of customer service for a cell-phone service provider. What types of
4. Assume you are about to purchase a new television.What attributes of this particular product contribute to your perception of customer value, and why?What attributes do not contribute to your
3. Discuss a time when a company used direct marketing to communicate with you. What did the company do? How did you feel about this tactic as a consumer? How did this tactic affect your plans to
2. Imagine you work as a buyer for a large consumer electronics retail company that purchases its goods mainly from Asia. Of the four factors critical to delivering customer service discussed in this
1. Discuss an experience you had as a customer in which you were either very satisfied or very dissatisfied with the customer service of a company. What were the circumstances that made this
LO12-6 Describe how companies can judge the effectiveness of their customer relationship management efforts.
LO12-5 Discuss the security and ethical issues involved in using customer relationship management systems.
LO12-4 Outline the customer relationship management process and describe how it uses customer information.
LO12-3 Describe how to develop good customer relationships.
LO12-2 Explain how companies cultivate loyalty in their customers.
LO12-1 Explain the importance of effective customer service to organizations.
3. What types of companies would you not want associated with your university, even if those companies were willing to give money to your school?
2. What value would putting its name on the stadium hold for GEO Group’s brand?
1. Do you think FAU made a mistake in agreeing to a naming-rights deal with a company that runs prisons?Explain your answer.
3. Briefly summarize how social media can potentially harm the public figure discussed earlier or your own personal brand.
2. Give two potential strategies for how you can use social media to build your personal brand.
1. What specific activities does the person engage in via social media to build his or her brand?
6. Think of a global brand headquartered outside of your home country that you are loyal to (e.g., Honda if you live in the U.S. or Coca-Cola if you live in South Africa). Why are you loyal to that
5. Consider a nonprofit organization in your life (this could be your church, a charity, an organization on job of building its brand. Does it have high brand equity? If you chose to measure the
4. Look at your home or at a grocery store and identify two brands that you think use packaging in an effective way. Explain specifically why you think the packaging is effective. Then, reverse this
3. How high would you consider your personal brand equity to be? If you used the tools discussed in this chapter to measure brand equity, how might others in your life respond? For example, ask a
2. Name a specific brand that you think needs to be revitalized. Why do you think this? What specific advice and suggestions would you give the company as it embarks on the brand revitalization
1. Think of a brand to which you, as a consumer, are loyal. Why are you loyal to that brand? Does your brand loyalty extend to paying more if the price increases? Next, think of a type of product for
LO 11-7 Explain the role of branding in nonprofit organizations.
LO 11-6 Discuss the major branding challenges facing global marketers.
LO 11-5 Summarize the impact of social media on brand management.
LO 11-4 Summarize the impact of packaging on brand building.
LO 11-3 Compare some common strategies for developing brands.
LO 11-2 Describe the relevance of brand equity for marketers.
LO 11-1 Explain the importance of building a successful brand.
3. Since season ticket holders probably represent a team’s most devoted fans, would it make sense to charge them the higher playoff ticket prices on the assumption that, because their demand is
2. Do you agree with the idea of NBA teams requiring fans to place deposits for season tickets for the following year? What about the NBA charging higher single game prices to nonseason ticket
1. Is an NBA team charging nonseason ticket holders more than season ticket holders an example of price discrimination? Explain your answer.
4. If you worked in marketing for either firm, is there anything you have read on social media that would make you consider changing the price of that company’s products? Explain your answer.
3. Is pricing discussed on social media by one company more than the other? If so, why do you think this is?
2. Is pricing mentioned by the company, social media users, or both?
1. How much is pricing discussed? Provide specific examples.
6. Think of your favorite brand of potato chip and then discuss what considerations would affect how you would price that product in a neighboring country such as Mexico or Canada.
5. Go to the Stubhub website ( www.stubhub.com) and find an event for which you might be interested in buying tickets. Are prices higher or lower than you could buy directly from the venue? Why do
4. Name one product for which your demand is elastic and one product for which your demand is inelastic.For example, if Subway raised its prices by 10 percent, would you reduce the number of times
3. Name a product that you think is underpriced. What price do you think should be charged and what would be the benefits of that higher price for the company that produces the product?
2. What is the problem with standard markup pricing?How do buyers and sellers lose from this type of pricing strategy?
1. Why is it difficult to determine reference prices?Consider a new pizza restaurant opening near your campus. What challenges would the restaurant’s marketers encounter as they attempt to
LO 10-6 Explain the major legal and ethical issues associated with pricing.
LO 10-5 Summarize the major challenges of pricing for international markets.
LO 10-4 Explain the influence of technology on pricing.
LO 10-3 Compare the pricing tactics marketers can use.
LO 10-2 Outline the steps in setting a price.
LO 10-1 Explain the importance of pricing strategy to every organization.
3. If you were in Tony’s shoes, what would you do, and why?
2. What other approaches could Tony take with Amalgamated?
1. What are the ethical implications of Tony’s plan to negotiate a long-term contract under the conditions presented in the scenario? Explain your answer.
3. Is there anything that you have found on your preferred suppliers’ social media presence that can help you in negotiating with those firms? For example, do any of them appear to be having any
2. Carefully read through the social media platforms used by each of the potential suppliers that the university might purchase from. Based only on what you read across the social media platforms,
1. Decide on a list of three to five potential suppliers.What criteria, such as cost or service capability, did you use to determine the list?
6. Just-a-Buck is a low-cost retailer that sources its goods from factories in Asia. Just-a-Buck built its competitive strategy around providing products for exactly one dollar. Just-a-Buck has a
5. Explain the various types of inventories and how each type is used by companies to meet their marketing objectives.
4. How do the various types of utilities provided by logistics operations help companies achieve their marketing objectives?
3. Shanghai Computers uses a sales forecast to purchase components for desktop and laptop computers.The firm also uses the sales forecast to schedule the production of partially assembled computers
2. Mumbai Grocery in India buys produce directly from farmers. It provides the farmers with information regarding the amount it would like the farmers to harvest each day to avoid having too little,
1. Acme Manufacturing buys raw materials from Apex Unlimited. Acme gives Apex a monthly forecast of what it thinks it will buy and pays for the goods within 30 days of receipt. Better Retailing,
LO 9-6 Explain the importance of mode and carrier selection in domestic and international supply chains.
LO 9-5 Describe how the primary logistics functions support a firm’s supply chain strategy.

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