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essentials of marketing

Questions and Answers of Essentials Of Marketing

Review the GEICO case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, advertising is represented by the Gecko
Review the GEICO case study that opens this chapter.Then go to GEICO’s Facebook page and Twitter feed.Suggest three different posts for each site—one each aiming primarily to (a) inform, (b)
Briefly explain the nature of the three basic promotion methods available to a marketing manager. What are the main strengths and limitations of each?AppendixLO1
In your own words, discuss the integrated marketing communications concept. Explain what its emphasis on “consistent”and “complete” messages implies with respect to promotion
Relate the three basic promotion objectives to the four jobs (AIDA) of promotion using a specific example.AppendixLO1
If a company wants its promotion to appeal to a new group of target customers in a foreign country, how can it protect against its communications being misinterpreted?AppendixLO1
Promotion has been the target of considerable criticism.What specific types of promotion are probably the object of this criticism? Give a particular example that illustrates your thinking.AppendixLO1
With direct-response promotion, customers provide feedback to marketing communications. How can a marketing manager use this feedback to improve the effectiveness of the overall promotion
How can a promotion manager aim a message at a certain target market using social media (like Facebook or Instagram) or with a search engine (like Google)? Give an example.AppendixLO1
What promotion blend would be most appropriate for producers of the following established products? Assume average- to large-sized firms in each case and support your answer: (a) chocolate candy
A small company has developed an innovative new sprayon glass cleaner that prevents the buildup of electrostatic dust on computer screens and TVs. Give examples of some low-cost ways the firm might
Would promotion be successful in expanding the general demand for (a) almonds, (b) air travel, (c) golf clubs,(d) walking shoes, (e) high-octane unleaded gasoline,(f) single-serving, frozen gourmet
Explain how an understanding of the adoption process would help you develop a promotion blend for digital tape recorders, a new consumer electronics product that produces high-quality recordings.
Discuss how the adoption curve should be used to plan the promotion blend(s) for a new automobile accessory—an electronic radar system that alerts a driver if he or she is about to change lanes
If a marketing manager uses the task method to budget for marketing promotions, are competitors’ promotion spending levels ignored? Explain your thinking and give an example that supports your
Review the Ferguson case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, it mentions that salespeople
Review the Ferguson case study that opens the chapter.The case does not mention how the sales force is compensated—salary, commission, or some combination.Assume they are compensated by straight
What strategy decisions are needed in the personal selling area? Why should the marketing manager make these strategy decisions?AppendixLO1
What kind of salesperson (or what blend of the basic sales tasks) is required to sell the following products? If there are several selling jobs in the channel for each product, indicate the kinds of
Distinguish among the jobs of producers’, wholesalers’, and retailers’ order-getting salespeople. If one order getter is needed, must all the salespeople in a channel be order getters?
Discuss the role of the manufacturers’ agent in a marketing manager’s promotion plans. What kind of salesperson is a manufacturers’ agent? What type of compensation plan is used for a
Discuss the future of the specialty shop if producers place greater emphasis on mass selling because of the inadequacy of retail order-taking.AppendixLO1
Compare and contrast missionary salespeople and technical specialists.AppendixLO1
Think about a situation when you or a friend or family member encountered a problem with a purchase and tried to get help from a firm’s customer service representative.Briefly describe the problem,
Would it make sense for your school to have a person or group whose main job is to handle “customer service”problems? Explain your thinking.AppendixLO1
A firm that produces mixes for cakes, cookies, and other baked items has an incoming toll-free line for customer service calls. The manager of the customer service reps has decided to base about a
Explain how a compensation plan could be developed to provide incentives for experienced salespeople and yet make some provision for trainees who have not yet learned the job.AppendixLO1
Cite an actual local example of each of the three kinds of sales presentations discussed in the chapter. Explain for each situation whether a different type of presentation would have been
Describe a consultative selling sales presentation that you experienced recently. How could it have been improved by fuller use of the AIDA framework?AppendixLO1
How would our economy operate if personal salespeople were outlawed? Could the economy work? If so, how? If not, what is the minimum personal selling effort necessary?Could this minimum personal
Review the Domino’s case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, it is mentioned that Domino’s used
Review the Domino’s case study that opens the chapter.Consider the “Digital and Mobile Advertising” section of the chapter. Develop a plan with three specific ideas about how Domino’s could
Identify the strategy decisions a marketing manager must make in the advertising arena.AppendixLO1
Discuss the relation of advertising objectives to marketing strategy planning and the kinds of advertising actually needed. Illustrate with examples.AppendixLO1
List several media that might be effective for reaching consumers in a developing nation with low per capita income and a high level of illiteracy. Briefly discuss the limitations and advantages of
Give three examples where advertising to intermediaries might be necessary. What is (are) the objective(s) of such advertising?AppendixLO1
What does it mean to say that “money is invested in advertising”?Is all advertising an investment? Illustrate with examples.AppendixLO1
Find advertisements to final consumers that illustrate the following types of advertising: (a) institutional, (b) pioneering,(c) competitive, and (d) reminder. What objective(s) does each of these
Describe the type of media that might be most suitable for promoting (a) tomato soup, (b) greeting cards, (c) a business component material, and (d) playground equipment.Specify any assumptions
Briefly discuss some of the pros and cons an advertising manager for a producer of sports equipment might want to think about in deciding whether to advertise on the Internet.AppendixLO1
Discuss the use of testimonials in advertising. Which of the four AIDA steps might testimonials accomplish? Are testimonials suitable for all types of products? If not, for which types are they most
Does advertising cost too much? How can this be measured?AppendixLO1
Is it unfair to criticize a competitor’s product in an ad?Explain your thinking.AppendixLO1
Discuss some ways that a firm can link its sales promotion activities to its advertising, personal selling, and publicity efforts—so that all of its promotion efforts result in an integrated
Indicate the type of sales promotion that a producer might use in each of the following situations and briefly explain your reasons:a. A firm has developed an improved razor blade and obtained
The shipping of goods from supplier to customer is called:(A) Logistics.(B) Physical distribution.(C) Place.
Which of the following does not take possession of goods?(A) An agent.(B) A retailer.(C) A wholesaler.
A wholesaler who deals in goods without storing them is called:(A) An agent.(B) A drop shipper.(C) A mail order wholesaler.
Which of the following is not an activity of wholesalers?(A) Assorting.(B) Bulk breaking.(C) Merchandising.
A wholesaler that provides promotion, delivery and own-brand services to independent retailers is called:(A) A speciality line wholesaler.(B) A full-service merchant wholesaler.(C) A cash-and-carry
A retailer is:(A) Any firm that sells to the final consumer.(B) Any firm with a shop.(C) Any firm which sells physical products.
A shop offering a limited range of goods at discount prices is called:(A) A niche marketer.(B) A discount shed.(C) A baby shark.
A retailer who rents a space inside a department store is called:(A) A concessionaire.(B) A niche marketer.(C) A rack jobber.
The physical environment of the store is called:(A) Its atmospherics.(B) Its store image.(C) Its decor.
Which of the following is a non-economic source of power?(A) Referent power.(B) Legitimate power.(C) Reward power.
Interference is:(A) Extraneous non-intelligent clutter that distorts messages.(B) Intelligent clutter that distorts messages.(C) Distortion of messages by differences in culture.
Sending a message by several different routes is called:(A) Multitasking.(B) Redundancy.(C) Integration.
An artificial sign created to provide meaning is called:(A) An icon.(B) A logo.(C) A symbol.
Denotative meanings are:(A) Common to everybody.(B) Specific to the individual.(C) Common to all the signals in a given group.
The study of meaning in a social context is called:(A) Syntactics.(B) Semiotics.(C) Linguistics.
Semantics is the study of:(A) The meanings of symbols.(B) The relationship between words and the external world.(C) Communication.
AIDA stands for:(A) Action, involvement, decision and aftercare.(B) Aversion, internalisation, deconstruction and acceptance.(C) Attention, interest, desire and action.
An advertising campaign that seeks to engage the observer’s thought processes is called:(A) A rational campaign.(B) A teaser campaign.(C) A lifestyle campaign.
A test carried out before an advert is screened is called:(A) A post-test.(B) A pre-test.(C) A recognition test.
A differentiation campaign is one that:(A) Seeks to promote the differences between the product and its competitors.(B) Makes the advertising itself different, even if the products are
What is the difference between strategy and tactics?
Taking control of suppliers is an example of:(A) Backward integration.(B) Forward integration.(C) Horizontal integration.
Introducing new products to existing markets is an example of:(A) Concentric diversification.(B) Horizontal diversification.(C) Conglomerate diversification
What is the marketing audit?(A) An examination of the costs and expenditures involved in marketing.(B) A ‘snapshot’ of the firm’s current marketing activities.(C) A check on the
The objective and task method of budgeting involves:(A) Finding out what the competitors’ objectives are and deciding what tasks they will be carrying out.(B) Determining our own objectives and
A strategy that focuses on keeping costs low is called:(A) A focus strategy.(B) A cost leadership strategy.(C) A differentiated strategy
An organisation structure where managers take responsibility for groups of customers is called a:(A) Product structure.(B) Segmental structure.(C) Matrix structure.
A pull strategy focuses on:(A) Promoting heavily to members of the distribution chain.(B) Promoting heavily to retailers only.(C) Promoting heavily to final consumers.
Salespersons’ salaries are an example of:(A) Non-traceable common costs.(B) Direct costs.(C) Traceable common costs.
Persuading customers that a brand will meet a need is called:(A) Brand awareness promotion.(B) Category need promotion.(C) Brand purchase intention promotion.
An organisation structure in which leadership changes according to task is called:(A) A bureaucratic structure.(B) A mechanistic structure.(C) An organismic structure.
Compare Dunning’s eclectic theory of internationalisation with the stages of development approach.
What methods exist for segmenting an overseas market? What are the strengths and weaknesses of each?
What are the specific problems attaching to internationalising a service industry?
What is the importance of international business to a firm which is not itself planning to internationalise?
The theory of competitive advantage states that:(A) Some countries are better than others at producing some goods.(B) Some companies are better than others at producing some goods.(C) Some companies
WTO stands for:(A) World Trade Organisation.(B) World Tariff Organisation.(C) Western Territory Organisation.
Which of the following is not an agreement on trade?(A) The Cairns Agreement.(B) The Mercosur Pact.(C) The Yalta Treaty.
Manufacturing in one country and selling in another is an example of:(A) Globalisation.(B) Exporting.(C) Trade agreement.
The tendency to believe that one’s own culture is the only ’right’ one is called:(A) Ethnocentrism.(B) Geocentrism.(C) Psychological proximity.
What is countertrading?(A) An agreement to buy an equal amount of export goods to match an amount of import goods.(B) An agreement to accept payment at some time in the future.(C) An agreement to pay
The stages of development model states that:(A) Countries develop at different rates, so are at different stages at any one time.(B) Companies go through stages in their development from domesticonly
The theory that firms take an overall view of internationalisation strategies and choose the most effective is called:(A) The eclectic theory.(B) The ethnic theory.(C) The gestalt theory.
A firm which brings buyers and sellers together without actually taking ownership of goods is called:(A) An export house.(B) A clearing house.(C) An export agent.
The process of looking for commonalities in global markets is called:(A) Transactional orientation.(B) Transnational segmentation.(C) Ethnocentrism.
Describe the two main schools of thought on ethics.
Relationship marketing is about:(A) Ensuring that customers are happy with what they have bought.(B) Building long-term loyalty between customers and suppliers.(C) Ensuring that customers’
People who have frequent contact with customers, but no traditional marketing role, are called:(A) Modifiers.(B) Contactors.(C) Isolateds.
People who might recommend our product to others are called:(A) Recommenders.(B) Referral markets.(C) Reserve markets.
The benefits which the product shares with its competitors are called:(A) Potential benefits.(B) Residual benefits.(C) Generic benefits.
Total quality management is the process of:(A) Ensuring that products are perfect before they are allowed to leave the factory.(B) Ensuring that faulty products are replaced immediately.(C) Ensuring
Benchmarking means:(A) Trying to make each department in the firm operate to the level of the equivalent department in the best of the competitors’ firms.(B) Setting a standard for quality and
Stakeholders are:(A) Staff, customers and shareholders.(B) Staff, customers, shareholders and competitors.(C) Everyone on whom the company’s activities has an impact.
The automatic delivery of interesting information to a customer’s e-mail in box is called:(A) Spamming.(B) Webcasting.(C) Teleology.
Which of the following is not a feature of the Internet?(A) Customer control of content.(B) Social control.(C) Social contact.

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