Fundamentals Of Marketing 1st Edition Paul Baines, Chris Fill - Solutions

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4 Using PowerPoint prepare a short presentation in which you explain the meaning of ‘customer experience’.
3 Westcliffe and Sons makes a range of fruit juice drinks. The business falls into two main segments, consumer and business user, such as local councils and catering companies. Recent sales figures suggest that orders from some catering companies are down on previous years and that some have
2 To what extent is the traditional marketing mix a useful basis for developing marketing strategies for service organizations?
1 Having the read Case Insight 12.1, how would you advise Withers Worldwide about how best to evaluate the quality of its service offering?
10 Compare and contrast three of the different definitions of customer experience offered in Table 12.4.
9 Make notes for a short presentation in which you explain the term ‘customer experience’ and track its evolution.
8 To what extent does the concept of ‘relationship intensity’ assist our understanding of relationship marketing?
7 Describe the key mediating variables (KMV) model and the relationships between its components.
6 Why is trust an important aspect of relationship marketing?
5 What are the key differences between transaction marketing and relationship marketing?
4 How does an understanding of the relevant search, experience, and credence properties of a service influence the way in which they are marketed?
3 Explain the term ‘service encounter’.
2 What are the main types of service process? Identify their key characteristics.
1 Identify the essential characteristics of services and make brief notes explaining how these characteristics affect the marketing of services.
3 Choose a brand with which you are familiar and list the different ways in which it might attempt to improve customer experience.
2 Explain the key differences between customer satisfaction and experience.
1 To what extent is customer experience capable of being measured?
3 How might virtual changing rooms impact on the relationships between retailers and their customers?
2 How might business-to-business (B2B) marketers make use of the information generated by virtual changing rooms?
1 How would you classify the virtual changing room as a form of service encounter?
3 Draw the product–service spectrum and place on it various product–service combinations.
2 Think about the role of a marketing consultant and make a list of the different types of knowledge that might constitute‘connectedthinking’.
1 Identify ways in which packaging might influence consumers.
• define the term ‘customer experiences’ and explain its dimensions, how it has evolved, and how it might be measured.
• outline the principles of relationship marketing and the relationships between trust, commitment, and customer satisfaction; and
• describe what is meant by the term ‘service encounters’;
• explain the nature and characteristics of services;
4 Privacy and ownership of digital information is increasingly challenged. When participating on Facebook, for example, we think that we control our own data and information—but do we?Discuss.
3 Why are many marketers having difficulties adapting to a situation in which they have to share control and power over a brand with consumers?
2 Do you think that digital resources are redefining marketing?
1 Having read Case 11.1, how might Spotify use social media to support its service and build customer loyalty?
10 What marketing activities can crowdsourcing support?
9 How is the growth of mobile devices (for example smartphones) impacting on marketing?
8 What is content marketing and why do marketers use it?
7 How can you measure the effectiveness of social media marketing?
6 What is social media marketing and why do marketers use it?
5 What is social media and how has it changed marketing?
4 What are the main features of search marketing? In what contexts is search marketing most effective?
3 Compare and contrast the difference between ‘pull’ and ‘push’approaches to digital marketing.
2 How is digitization transforming marketing practice?
1 Describe how digital marketing differs from interactive and Internet marketing.
3 Of what other social media marketing failures are you aware?What happened and how could the company involved have dealt with it better?
2 Aside from never having released the advert in the first place(given that it violated its own ‘commandments’), how should BMC have responded in the first instance once it had received criticism of its promotional ads on social media?
1 Why do you think Black Milk got it so wrong given its previous success in social media marketing?
3 How do the search results you get on Amazon differ from what you would get if you were to use Google, Bing, or Yahoo!?
2 What type of contextual information does Amazon seem to use to guide the results that are presented?
1 What options for finding the product do you have? How useful is the directory? How useful is the search engine?
2 What benefits and drawbacks can you see of using a game to launch new products?
1 What would you say were the key success factors in the development of Björn Borg’s game?
3 How do you think that Target’s decision to quietly endorse Mr Melgaard’s actions affected this incident and its core business?
2 What do you make of Target’s strategy to cope with the situation? Could or should it have done something differently?
1 Visit Target’s website. In your opinion, what segment does Target consider to be its main target (no pun intended)audience? Considering that audience, do you think Target benefited from Mr Melgaard’s actions?
• discuss crowdsourcing and explain how it can be harnessed for marketing.
• review how practitioners measure the effectiveness of social media marketing; and
• discuss key techniques in digital marketing and social media marketing;
• explain how digitization is transforming marketing practice;
• define ‘digital marketing’ and ‘social media marketing’;
4 Convenience has become a critical issue in marketing channel decisions. Assess the arguments for and against focusing on convenience from a customer’s perspective.
3 Select three direct channels and identify two types of product that are best suited to this approach. Identify the benefits of this channel strategy.
2 Discuss the importance of intermediaries. In your discussion, outline the benefits and limitations of three types of intermediary.
1 Having read Case 10.1, what do you see as the main challenges for Åhléns in developing its online offer? How would you adviseÅhléns to deal with them?
10 Write brief notes on how the role of intermediaries in marketing channels has changed as a result of the introduction of electronic technologies.
9 What does the term ‘non-store retailing’ mean? Identify the main types.
8 Identify six types of retailer.
7 What are some of the reasons for channel conflict?
6 Why is supply chain management of increasing importance to marketers?
5 What are the advantages of using an exclusive, rather than an intensive, marketing channel strategy?
4 What are the advantages and disadvantages of the three different marketing channel structures?
3 What are the key elements of a channel strategy?
2 Why do organizations use intermediaries?
1 What do we mean by ‘marketing channel management’?
3 How could we use programmatic commerce to collect useful customer data? What are the ethical implications of the data collection that this form of commerce can generate?
2 How could programmatic commerce affect the relationship between retailers and manufacturers? What are the advantages and disadvantages of this innovation for manufacturers?
1 What are the advantages for customers of programmatic commerce?
3 Visit the websites of a department store (for example http://www.johnlewis.com) and a supermarket. How do they compare? Are there any retailing similarities?
2 Identify those types of retailer that may be more dependent than others on the value-added activities of the marketing channel.
1 How might a fashion retailer provide memorable in-store experiences?
3 Make a list of the different issues associated with the transportation of dairy products, computers, cars, and medicines.
2 How might the Norbert Dentressangle Group (and its competitors) encourage potential clients to use its particular services?
1 Explore the notion that managers of supply chains should have a greater concern for ethical issues than marketing channel managers.
3 How might Tesco ensure that suppliers are always treated fairly?
2 What sources of conflict can you think of in the relationship between a manufacturer and a supermarket?
1 What are the sources of Tesco’s power in the marketing channel?
3 What might affect Honda’s dealer network (marketing channel)in the future?
2 What do you think are the benefits of the (now) ‘5S’ support system?
1 Why does Honda set up subsidiary organizations in each overseas region or country?
• consider the role and function of retailers in the marketing channel.
• describe the main elements that constitute supply chain management; and
• explain the factors that influence the design and structure of marketing channels;
• understand the different marketing channel structures and their core characteristics;
• explain the different types of intermediary and their roles in the marketing channel;
• describe the nature and characteristics of a marketing channel;
4 Zylog is based in Denmark, and manufactures and distributes a range of consumer electronic equipment. Ennike Christensen, Zylog’s new marketing manager, has indicated that she wants to introduce an integrated approach to the firm’s marketing communications. However, Zylog does not have any
3 Select an organization in the consumer technology industry or one for which you would like to work. Visit its website, view its advertising archive, and read its press releases. Determine the organization’s approach to marketing communications. Now visit the website for its main competitor and
2 Select an organization with which you are familiar or for which you would like to work. Visit its website and try to determine its use of the marketing communications tools, messages, and media. How might its mix be improved?
1 Having read Case Insight 9.1, how would you advise Budweiser Budvar on how to develop its ‘No’ campaign? How should it communicate the ‘No’ message without being negative? What promotional tools should it use for the campaign? What mix of media would be best at delivering the‘No’
10 What are the principles of integrated marketing communications?
9 To what extent are online, mobile, and digital media likely to replace the use of traditional media?
8 Write a list that categorizes the media. Find a media vehicle to represent each type of medium.
7 Write brief notes explaining the differences between informational and emotional messages.

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