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essentials of marketing

Questions and Answers of Essentials Of Marketing

The government market is extremely large, yet it is often slighted or even ignored by many firms. Red tape is certainly one reason, but there are others. Discuss the challenges and opportunities in
Review the Dunkin’ case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, the first paragraph describes
Review the Dunkin’ case study that opens this chapter.Imagine you are in charge of Dunkin’s expansion into Russia.Identify five different types of research you would conduct before opening your
Discuss the concept of a marketing information system and why it is important for marketing managers to be involved in planning the system.AppendixLO1
In your own words, explain why a decision support system(DSS) can add to the value of a marketing information system.Give an example of how a decision support system might help.AppendixLO1
Discuss how output from a marketing information system(MIS) might differ from the output of a typical marketing research department.AppendixLO1
Discuss some of the likely problems facing the marketing manager in a small firm who plans to search the Internet for information on competitors’ marketing plans.AppendixLO1
Explain the key characteristics of the scientific method and show why these are important to managers concerned with research.AppendixLO1
Distinguish between primary data and secondary data and illustrate your answer.AppendixLO1
With so much secondary information now available free or at low cost over the Internet, why would a firm ever want to spend the money to do primary research?AppendixLO1
Explain why a company might want to do focus group interviews rather than individual interviews with the same people.AppendixLO1
Distinguish between qualitative and quantitative approaches to research—and give some of the key advantages and limitations of each approach.AppendixLO1
Define response rate and discuss why a marketing manager might be concerned about the response rate achieved in a particular survey. Give an example.AppendixLO1
Would a firm want to subscribe to a subscription data service if the same data were going to be available to competitors? Discuss your reasoning.AppendixLO1
Explain how you might use different types of research(focus groups, observation, survey, and experiment) to forecast market reaction to a new kind of disposable baby diaper, which is to receive no
Discuss the concept that some information may be too expensive to obtain in relation to its value. Illustrate.AppendixLO1
Review the Under Armour case study that opens this chapter.From this case, identify examples of different key terms and concepts covered in the chapter. Kohl’s Tek Gear is an example of a dealer
Review the Under Armour case study that opens this chapter.Using three different consumer product classes as an example, describe how a customer would think about and buy Under Armour products. Then
Discuss several ways in which physical goods are different from pure services. Give an example of a good and then an example of a service that illustrates each of the differences.AppendixLO1
What products are being offered by a shop that specializes in bicycles? By a travel agent? By a supermarket? By a new car dealer?AppendixLO1
Consumer services tend to be intangible, and goods tend to be tangible. Use an example to explain how the lack of a physical good in a pure service might affect efforts to promote the
Explain some of the different aspects of the customer experience that could be managed to improve customer satisfaction if you were the marketing manager for (a)an airport branch of a rental car
Explain how technology could be used to create value for the following: (a) hair salon, (b) quick oil change shop,(c) passenger car tires, and (d) toaster.AppendixLO1
Is there any difference between a brand name and a trademark?If so, why is this difference important?AppendixLO1
List five brand names and indicate what product is associated with the brand name. Evaluate the strengths and weaknesses of the brand name.AppendixLO1
Explain family brands. Should Best Buy carry its own dealer brands to compete with some of the popular manufacturer brands it carries? Explain your reasons.AppendixLO1
What does the degree of brand familiarity imply about previous and future promotion efforts? How does the degree of brand familiarity affect the Place and Price variables?AppendixLO1
Give an example where packaging costs probably (a) lower total distribution costs and (b) raise total distribution costs.AppendixLO1
How would the marketing mix for a staple convenience product differ from the mix for a homogeneous shopping product? How would the mix for a specialty product differ from the mix for a heterogeneous
In what types of stores would you expect to find (a) convenience products, (b) shopping products, (c) specialty products, and (d) unsought products?Products A B C Installations Buildings and land
For the most relevant target market, what kinds of consumer products are the following: (a) smartwatches, (b)automobiles, and (c) toothpastes? Explain your reasoning.Products A B C Installations
What kinds of business products are the following: (a) lubricating oil, (b) electric motors, and (c) a firm that provides landscaping and grass mowing for an apartment complex? Explain your
For the kinds of business products described in this chapter, complete the following table (be brief, using one or a few well-chosen words).A. Kind of distribution facility (or facilities) needed and
Review the iRobot case study that opens the chapter. From this case, identify examples of different key terms and concepts covered in the chapter. For example, the Roomba 980 robot appears to be a
Review the iRobot case study that opens this chapter.Assume that iRobot is trying to develop a home health care robot. This robot would help older adults around the house with tasks such as reminders
Explain how industry sales and industry profits behave over the product life cycle.AppendixLO1
Cite two examples of products that you think are currently in each of the product life-cycle stages. Consider services as well as physical goods.AppendixLO1
Explain how you might reach different conclusions about the correct product life-cycle stage(s) in the worldwide automobile market.AppendixLO1
Explain why individual brands may not follow the product life-cycle pattern. Give an example of a new brand that is not entering the life cycle at the market introduction stage.AppendixLO1
Discuss the life cycle of a product in terms of its probable impact on a manufacturer’s marketing mix. Illustrate your answer using personal computers.AppendixLO1
What characteristics of a new product will help it move through the early stages of the product life cycle more quickly? Briefly discuss each characteristic—illustrating with a product of your
Starbucks asks customers for new-product ideas at https://ideas.starbucks.com. Go to this site and click on “View Ideas.” Next, click on “Popular Ideas.” Choose two popular ideas and read the
What is a new product? Illustrate your answer.AppendixLO1
Explain the importance of an organized new-product development process and illustrate how it might be used for (a) a new hair care product, (b) a new children’s toy, and(c) a new fast-food
Discuss how you might use the new-product development process if you were thinking about offering some kind of summer service to residents in a beach resort town.AppendixLO1
Explain the role of product or brand managers. When would it make sense for one of a company’s current brand managers to be in charge of the new-product development process? Explain your
If a firm offers one of its brands in a number of different countries, would it make sense for one brand manager to be in charge, or would each country require its own brand manager? Explain your
Discuss the social value of new-product development activities that seem to encourage people to discard products that are not all worn out. Is this an economic waste?How worn out is “all worn
What are the major advantages of total quality management as an approach for improving the quality of goods and services? What limitations can you think of?AppendixLO1
Review the PC industry case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, channel conflict is shown when HP
Review the PC industry case study that opens this chapter. Applying Place concepts from the chapter, what should Lenovo do to gain a stronger position in the smartphone market?AppendixLO1
Give two examples of service firms that work with other channel specialists to sell their products to final consumers.What marketing functions can the specialist provide in each case?AppendixLO1
Discuss some reasons why a firm that produces installations might use direct distribution in its domestic market but use intermediaries to reach overseas customers.AppendixLO1
Explain discrepancies of quantity and assortment using the clothing business as an example. How does the application of these concepts change when selling steel to the automobile industry? What
Explain the four regrouping activities with an example from the building supply industry (nails, paint, flooring, plumbing fixtures, etc.). Do you think that many specialists develop in this
Insurance agents are intermediaries who help other members of the channel by providing information and handling the selling function. Does it make sense for an insurance agent to specialize and work
Discuss the Place objectives and distribution arrangements that are appropriate for the following products(indicate any special assumptions you have to make to obtain an answer):a. A postal scale for
Give an example of a producer that uses two or more different channels of distribution. Briefly discuss what problems this might cause.AppendixLO1
Explain how a channel captain can help traditional independent firms compete with a corporate (integrated)channel system.AppendixLO1
Find an example of vertical integration within your city.Are there any particular advantages to this vertical integration?If so, what are they? If there are no advantages, how do you explain the
How does the nature of the product relate to the degree of market exposure desired?AppendixLO1
Why would intermediaries want to be exclusive distributors for a product? Why would producers want exclusive distribution? Would intermediaries be equally eager to get exclusive distribution for any
Discuss the promotion a new grocery products producer would need in order to develop appropriate channels and move products through those channels. Would the nature of this job change for a new
Describe the advantages and disadvantages of the approaches to international market entry discussed in this chapter.AppendixLO1
Review the Coca-Cola case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, a distribution center is discussed in
Review the Coca-Cola case study that opens this chapter.Assume that Coca-Cola is adding packaged fresh fruit snacks (they have a two-week shelf life) to its product line.Would the current physical
Explain how adjusting the customer service level could improve a marketing mix. Illustrate with your own example.AppendixLO1
Briefly explain which aspects of customer service you think would be most important for a producer that sells fabric to a firm that manufactures furniture.AppendixLO1
Briefly describe a purchase you made where the customer service level had an effect on the product you selected or where you purchased it.AppendixLO1
Discuss the types of trade-offs involved in PD costs, service levels, and sales.AppendixLO1
Give an example of why it is important for different firms in the supply chain to coordinate logistics activities.AppendixLO1
Discuss some of the ways computers are being used to improve PD decisions.AppendixLO1
Explain why a just-in-time delivery system would require a supplier to pay attention to quality control. Give an example to illustrate your points.AppendixLO1
Discuss the problems a supplier might encounter in using a just-in-time delivery system with a customer in a foreign country.AppendixLO1
Review the list of factors that affect PD service levels in Exhibit 11–3. Indicate which factors are most likely to be improved by EDI links between a supplier and its customers.AppendixLO1
Explain the total cost approach and why it may cause conflicts in some firms. Give examples of how conflicts might occur between different departments.AppendixLO1
Discuss the relative advantages and disadvantages of railroads, trucks, and airlines as transporting methods.AppendixLO1
Discuss why economies of scale in transportation might encourage a producer to include a regional merchant wholesaler in the channel of distribution for its consumer product.AppendixLO1
Discuss some of the ways that air transportation can change other aspects of a Place system.AppendixLO1
Explain which transportation mode would probably be most suitable for shipping the following goods to a large Los Angeles department store:a. 300 pounds of Maine lobsterb. 15 pounds of screwdrivers
Indicate the nearest location where you would expect to find large storage facilities. What kinds of products would be stored there? Why are they stored there instead of some other place?AppendixLO1
When would a producer or intermediary find it desirable to use a public warehouse rather than a private warehouse?Illustrate, using a specific product or situation.AppendixLO1
Discuss the distribution center concept. Is this likely to eliminate the storing function of conventional wholesalers?Is it applicable to all products? If not, cite several examples.AppendixLO1
Clearly differentiate between a warehouse and a distribution center. Explain how a specific product would be handled differently by each.AppendixLO1
If a retailer operates only from a website and ships all orders by UPS, is it freed from the logistics issues that face traditional retailers? Explain your thinking.AppendixLO1
Review the Home Depot case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, Home Depot is an example of a
Review the Home Depot case study that opens this chapter.Go to the HomeDepot.com website and consider the discussion in this chapter of online retailing and omnichannel.What else could Home Depot do
Compare and contrast the marketing mix and target market for a bike shop in your community with the online bicycle retailer Performance Bicycle (www.performancebike.com). Use your best judgment to
What sort of a “product” are specialty shops offering? What are the prospects for organizing a chain of specialty shops?AppendixLO1
Discuss a few changes in the market environment that you think help explain why online retailing has been growing so rapidly.AppendixLO1
Using your own shopping experience (or that of friends or family), use examples to explain advantages to online shopping and advantages to shopping in a brick-andmortar store.AppendixLO1
For each of the following products and target markets, explain which type of retailer or wholesaler you believe would be most appropriate to sell directly to: (a) shoes for college and professional
What advantages does a retail chain have over a retailer who operates with a single store? Does a small retailer have any advantages in competing against a chain? Explain your answer.AppendixLO1
Consider the evolution of wholesaling in relation to the evolution of retailing. List several changes that are similar and several that are fundamentally different.AppendixLO1
Do wholesalers and retailers need to worry about new-product planning just as a producer needs to have an organized new-product development process? Explain your answer.AppendixLO1
What risks do merchant wholesalers assume by taking title to goods? Is the size of this risk about constant for all merchant wholesalers?AppendixLO1
Why would a manufacturer set up its own sales branches if established wholesalers were already available?AppendixLO1
What is an agent wholesaler’s marketing mix?AppendixLO1
Why do you think many merchant wholesalers handle competing products from different producers, whereas manufacturers’ agents usually handle only noncompeting products from different
What alternatives does a producer have if it is trying to expand distribution in a foreign market and finds that the best existing merchant wholesalers won’t handle imported products?AppendixLO1

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