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essentials of marketing

Questions and Answers of Essentials Of Marketing

3.6 How might the roles undertaken by various members of a two-parent family vary between the buying decisions for:(a) a house;(b) something for tonight’s dinner; and(c) a birthday present for a
1 Summarise the factors within the marketing environment that are affecting the development of this market. It’s an interesting question for debate: does marketing encourage cultural change or does
2 Give an overview of how the buying decisionmaking process might work for purchasing an item in an Ann Summers shop. How might that process differ if the consumer is buying the same item at an Ann
3 Was Boots right to decide to drop its plans to enter this market? Why? It’s an interesting question for debate: does marketing encourage cultural change or does it just reflect what’s going on
4 What issues are likely to have affected both Ann Summers and Tabooboo in deciding to internationalise and in deciding which countries to enter? It’s an interesting question for debate: does
1 explain how both B2B and consumer markets can be broken down into smaller, more manageable groups of similar customers;
4.1 How might the market for personal computers, sold to B2B markets, be segmented?
4.3 What is psychographic segmentation and why is it so difficult and so risky to do?
4.6 How can market segmentation influence decisions about the marketing mix?
1 To what extent does the gay segment conform to the criteria for successful segmentation? It is very difficult to estimate the size of the gay market in the UK. Although gay culture has increasingly
2 What segmentation bases are relevant to the gay pub/club and holiday markets? It is very difficult to estimate the size of the gay market in the UK. Although gay culture has increasingly become
3 What are the risks and rewards for a mainstream company targeting the gay segment? It is very difficult to estimate the size of the gay market in the UK. Although gay culture has increasingly
5.1 Why is market research an essential tool for the marketing manager?
5.3 Define the stages of the market research process and outline what each one involves.
5.4 Discuss the role and content of an MIS and how it might relate to a DSS.
5.6 Design a questionnaire. It should contain about 20 questions and you should use as many of the different types of question as possible. Pay particular attention to the concerns discussed at pp.
1 Sometimes clients feel the need for a ‘fresh look’ at their market, and employ a new research agency. What do you think the benefits to SMA were in using Leapfrog, its long-term research
2 Why do you think the qualitative phase was conducted in friendship pairs rather than individual interviews or larger focus groups, and why in the respondents’ own homes? It can be difficult to
3 Twenty-five minutes is a long telephone interview, and would usually exceed a respondent’s tolerance level. What factors do you think contributed to the respondents’ willingness to participate
4 If you were the marketing director of SMA, what uses could you put the research findings to, bearing in mind the constraints in this sector? It can be difficult to achieve brand distinction and
4 Think of another advertising campaign that is seeking to influence and change entrenched attitudes. In what ways is it similar to or different from this campaign? The Government, or more
3 This campaign made use of television, cinema, radio, posters and leaflets. What function do you think each individual medium performed within the campaign? What would have been lost if all monies
2 List the individual elements in the advertising executions described that can be directly linked to insights into the target audience’s attitude. The Government, or more specifically the
1 It is unusual for actual days of the week to be specified on a media plan. Why do you think specific days were nominated for the television and radio advertisements to air in this case? The
10.5 What are the stages in the personal selling process?
10.4 Develop a checklist of criteria against which a prospective client could assess advertising agencies. Which criterion would you say is the most important, and why?
10.3 Find a current advertising campaign that uses both television and print media. Why do you think both media are being used? To what extent is each medium contributing something different to the
10.2 Find examples of advertising that uses:(a) a rational appeal; and(b) a fear appeal.Why do you think the advertisers have chosen these approaches?
10.1 In what ways can advertising support the other elements of the promotional mix?
3 differentiate between types of advertising media and understand their relative strengths and weaknesses
1 define advertising and its role within the promotional mix;
4 Why do you think viral or contagion mechanisms are often adopted by alcohol brands specifically? In the same way that Scotland has a national spirit in whisky, and Russia in vodka, Brazil has
3 What role do you think the specific venues and other brand names present there will have had on Sagatiba’s brand image at the events it was associated with? In the same way that Scotland has a
2 Why do you think advertising alone was not considered sufficient for the brand launch? In the same way that Scotland has a national spirit in whisky, and Russia in vodka, Brazil has cachaca
1 Categorise the various communications activities mentioned in the case according to whether they represent push or pull tools. In the same way that Scotland has a national spirit in whisky, and
9.5 What are the main advantages and disadvantages of objective and task budget setting compared with the other methods?
9.4 What are the main categories of marketing communication objectives?
9.3 What are the three broad stages of buyer readiness, and how might the balance of the promotional mix vary between them?
9.2 What are the stages in the marketing communications planning flow?
9.1 What are the five main elements of the promotional mix?
5 define the main methods by which communications budgets are set.
4 identify the factors and constraints influencing the mix of communications tools that an organization uses
3 explain the use of promotional tools in the communication process;
4 What factors and trends are likely to further encourage or limit the growth potential for farmers’ markets in the future? Farmers’ markets are springing up in towns and cities all over the
3 One of the biggest supermarket chains in the UK has expressed an interest in the farmers’ market phenomenon. Write a brief report outlining and justifying what you see as the major threats
2 What is the difference, from the consumer’s point of view, between the experience of buying a kilo of apples at a farmers’ market and buying exactly the same produce from a supermarket?
1 What factors and trends have driven the growth of farmers’ markets so far? Farmers’ markets are springing up in towns and cities all over the place! You only have to read the lifestyle pages of
8.6 In what ways and to what extent do you think that non-store retailing poses a threat to conventional retailers?
8.5 Using Table 8.2 on p. 288 as a starting point, develop lists of criteria that a manufacturer might use in defining:(a) ‘good’ retailers; and(b) ‘good’ wholesalers to recruit for consumer
8.3 To what extent and why do you think that the creation of a VMS can improve the performance of a channel and its members?
8.2 What are the five factors influencing channel strategy?
8.1 What are the different types of intermediary that might be found in a distribution channel?
3 differentiate between types of intermediary and their roles
2 discuss the rationale for using intermediaries and their contribution to efficient and effective marketing efforts;
1 define what a channel of distribution is and understand the forms it can take in both consumer and B2B markets;
4 Why do you think the 2005 kit prices listed in Table 7.1 are still so similar from club to club?Undertake an informal survey of the current price of a Manchester United shirt on e-tail sites and in
3 What kind of factors are consumers taking into account when assessing the retail price of replica kit? Do you think they are sensitive to price or to the number of new kits that come out? Love it
2 What do you think are the internal factors influencing a club like Manchester United’s pricing decision for replica kit? Love it or hate it, Manchester United is big business. It is a worldwide
1 Why is merchandise so important to a Premier League soccer club? Why do clubs go into retailing and mail-order when their core business is football? Love it or hate it, Manchester United is big
7.5 Choose a consumer product and explain the role that pricing plays in its marketing mix and market positioning.
7.3 Define the various stages involved in setting prices.
7.2 To what extent and why do you think that costs should influence pricing?
7.1 Define price elasticity. Why is this an important concept for the marketer?
define the meaning of price
4 Why do you think the Mini has been so successful in the US? The original Mini became an icon for the sixties generation, a triumph of its time for innovative style and mechanical engineering. Its
3 What are the advantages and disadvantages of using an existing brand name for this new product launch? The original Mini became an icon for the sixties generation, a triumph of its time for
2 How could the Mini’s core product be translated into tangible, augmented and potential products as represented in Figure 6.1? To what extent might the planned changes to specifications and
1 What is the core product that the Mini offers compared with the mainstream BMW range?Why do you think BMW was prepared to invest so much to have the Mini in its range? The original Mini became an
6.6 Define product positioning and summarise the reasons why it is important.
6.5 Choose a consumer product area (be very specific– for example, choose shampoo rather than haircare products) and list as many brands available within it as you can.(a) What stage in the PLC has
5 define the role and responsibilities of the product or brand manager
1 define and classify products and the key terms associated with them
How do you recommend Tatiana approach her promotion?What are your specific recommendations? What other ideas do you have for building a following for Working. Girl. Workout? Justify your suggestions
Evaluate Canadian Mills, Ltd.’s present strategy. What should Valerie Boudreau do now? Explain. Valerie Boudreau, marketing manager of Canadian Mills, Ltd.—a Canadian company—is being urged to
Contrast AAA Custom Castings, Inc.’s current strategy and the proposed strategy. What should Mallory Rizocki say to Jesse Zachary to persuade him to change his mind? Or should she just plan to sell
Evaluate Fresh Harvest’s past and current strategy planning.What should Chelsea Skye-Rice tell Robert Skye? What should Fresh Harvest do now? Chelsea Skye-Rice, president of Fresh Harvest, is not
Evaluate Wendy Keating’s strategy planning so far. What should she do now? What price should she set for the shoe rack?Wendy Keating, marketing manager of consumer products for Wire Solutions, is
What should be the marketing strategy of the Bright Light Innovations team for the Starlight Stove? Why?The top management team of Bright Light Innovations is preparing to meet and review its market
Contrast Ford’s previous approach of designing and producing cars to Flex’s program management approach, especially as it might affect suppliers’ promotion efforts. Given that many other major
Evaluate Rusty Steuben’s overall strategy(ies) and the mountain bike proposal. What should he do now?Rusty Steuben, owner of Lake Russell Marine & Camp, is worried about his business’ future. He
What is Sterling’s strategy? What should she do? If she were to move forward, what strategy would you recommend? Does her financial goal seem realistic? Why?Sterling Bassett is happy with her life
What are the promotion objectives Cheyne Morgan should include in his plan? What promotion methods should he use to achieve those objectives?Cheyne Morgan raced out the front door of the Target store
Evaluate Theresa Campana’s current strategy and how the proposed solvent line fits in with what she is doing now. What should she do? Why? Evaluate Theresa Campana’s current strategy and how the
Assess the customer service operations at DrV.com. What should Dr. van der Walt do about Mrs. Slezak? What changes, if any, should van der Walt make to customer service and ordering operations? Dr.
Evaluate Carla Gomez’s present strategy. Evaluate the alternative strategies she is considering. Is her primary problem her emphasis on running shoes, her emphasis on trying to hang on to her
Evaluate Tristan Knaus’ present strategy. What should he do?Explain. Tristan Knaus is trying to decide whether he should make some minor changes in the way he operates his Quiet Night Motel or if
Evaluate Rita’s past and present marketing strategy. What should she do now? Should she seriously consider joining some franchise chain? Rita Carmine, the owner and manager of Carmine’s Italian
2.Identify the likely characteristics of the market segment being targeted by the company. Why are most target customers likely to be foreigners rather than New Zealanders? Suggest what expectations
2.Evaluate Dynamic Steel’s situation. What should Dynamic Steel do?Dynamic Steel is one of two major producers of wide-flange beams in the United States. The other producer is USX. A number of
Evaluate how Resin Dynamics got into the present situation.What should Paige Chen do? What should Chen’s managers do?Explain.Paige Chen, a chemist in Resin Dynamics’ resins laboratory, is trying
Evaluate Lisa Aham’s current strategy regarding senior citizens.Does this strategy improve this McDonald’s image? What should she do about the senior citizen market—that is, should she
What kinds of problems would the use of Segway HTs create in your area? What are some possible solutions for these problems? Explain.
What types of applications and usage situations are there for Segway HTs in your area?
What would be some advantages and disadvantages of using a Segway HT to get around on campus?
How might Segway, Inc. further develop the market for Segway technology? Hint: What types of marketing strategies are associated with sales growth?
What do you think will be necessary for Invacare to conduct operations successfully in Brazil? What about China? Which of these two countries is a better “fit” for Invacare’s business model?
What have been the “keys to success” for Invacare in the past?Are these likely to change in the future?
Conduct a S.W.O.T. analysis for Invacare. What types of opportunities and threats do you see? What types of marketing strategies are suggested by your S.W.O.T. analysis?
How might the anticipated changes in U.S. health care coverage affect Invacare’s current marketing strategies and demand for its products?
Refer to the BBBSA website (www.bbbs.org). What changes have occurred in the mission, vision, goals, and strategies? Has BBBSA successfully met the goals stated in this case? Has the organization

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