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essentials of marketing

Questions and Answers of Essentials Of Marketing

Discuss methods for assessing reliability.
Describe the characteristics and give examples of ratio scales.
Describe the characteristics and give examples of interval scales.
Describe the characteristics and give examples of ordinal scales.
Describe the characteristics and give examples of nominal scales.
Explain the concept of measurement.
Discuss the benefits and issues related to online research panels.
Describe the various methods of determining sample size.
Identify and describe the four probability sampling methods.
Identify and describe the four nonprobability sampling methods.
Discuss the steps involved in selecting a sample.
Discuss the concept of test markets.
Describe the various types of quasi-experimental designs.
Describe the various types of true experimental designs.
Describe the various types of preexperimental designs.
Discuss the extraneous factors that can affect internal and external validity.
Name and define the basic terms and notation used in experimental design.
Identify the three conditions that must be present to prove causation.
Discuss each of the survey selection considerations as it applies to the various data collection alternatives.
Discuss the advantages and disadvantages of each of the data collection alternatives.
Describe the various types of errors that can occur with survey research.
Identify the two time frames for survey research.
Discuss why survey research is used.
Elaborate on how mechanical devices can be used for observation research.
Describe the various online observation methods.
Discuss the various human observation methods.
Describe the dimensions of observation research.
Identify the conditions for observation research.
Enumerate the various projective research techniques.
Explain the process of using in-depth interviews to conduct qualitative research.
Discuss the various types of online qualitative research being used by companies.
Describe the traditional focus group process.
Explain the role of qualitative research.
Identify and explain the types of data available from syndicated sources.
Summarize the primary differences among the bibliographic digital databases.
Describe the open access sources of secondary data.
Explain how internal sources of data can be used for secondary research.
Identify key uses of secondary data.
Discuss the advantages and disadvantages of secondary data.
Recite the ethical considerations in designing research studies.
Provide an overview of qualitative and quantitative research.
Describe the components of a request for proposal (RFP) and a research proposal.
Compare and contrast the three types of research design.
Discuss the emerging trends in marketing research.
Describe the marketing research industry as it exists today.
Discuss how marketing research has evolved since 1879.
Identify marketing research studies that can be used in making marketing decisions.
Discuss the basic types and functions of marketing research.
The Davis Company’s fixed costs for the year are estimated at $200,000. Its product sells for $250. The variable cost per unit is $200. Sales for the coming year are expected to reach $1,250,000.
Construct an example showing that mechanical use of a very large or a very small markup might still lead to unprofitable operation whereas some intermediate price would be profitable. Draw a graph
If total fixed costs are $200,000 and total variable costs are $100,000 at the output of 20,000 units, what are the probable total fixed costs and total variable costs at an output of 10,000 units?
Relate the concept of stock turnover to the growth of mass-merchandising. Use a simple example in your answer.
A producer distributed its riding lawn mowers through wholesalers and retailers. The retail selling price was$800, and the manufacturing cost to the company was$312. The retail markup was 35 percent
Why do many department stores seek a markup of about 30 percent when some discount houses operate on a 20 percent markup?
Review the Samsung case study that opens this chapter.Explain how Samsung could make changes to its marketing strategy to address (a) price sensitivity, (b)value in use pricing, and (c) reference
Review the Samsung case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example,“selling $2,000 and making $10”
Is price discrimination involved if a large oil company sells gasoline to taxicab associations for 2.5 cents less than the price charged to retail service stations? The gas sold to the cab
How would our marketing system change if manufacturers were required to set fixed prices on all products sold at retail and all retailers were required to use these prices? Would a manufacturer’s
camelcamelcamel (camelcamelcamel.com) is a website that automatically tracks prices at Amazon.com. The site allows users to track prices, showing a product’s price history for a year or more. Users
Would consumers be better off if all nations dropped their antidumping laws? Explain your thinking.
Think about a business from which you regularly make purchases even though there are competing firms with similar prices. Explain what the firm offers that improves value and keeps you coming back.
Give an example of a marketing mix that has a high price level but that you see as a good value. Briefly explain what makes it a good value.
Why would a manufacturer offer a rebate instead of lowering the suggested list price?
What are the effective annual interest rates for the following cash discount terms: (a) 1/10, net 20; (b) 1/5, net 10; and (c) net 25?
Are seasonal discounts appropriate in agricultural businesses (which are certainly seasonal)?
What pricing objective(s) is a skimming pricing policy most likely implementing? Is the same true for a penetration pricing policy? Which policy is probably most appropriate for each of the following
Distinguish between one-price and flexible-price policies.Which is most appropriate for a hardware store?Why?
How should the acceptance of a profit-oriented, a salesoriented, or a status quo–oriented pricing objective affect the development of a company’s marketing strategy?Illustrate for each.
Identify the strategy decisions a marketing manager must make in the Price area. Illustrate your answer for a local retailer.
Review the Method case study that opens this chapter.Considering what you have learned in the class thus far(other elements of the marketing mix) and, more specifically, pricing lessons in this
Review the Method case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, early on the company had a
Apply the process recommended for strategy planning for social media. Recommend social media plan (platform and example content) for: (a) LEGO when targeting their AFOLs (adult fans of LEGO), (b)
Go to the Facebook page for Olive Garden (Italian restaurant chain)—choose the main company page, not an individual location. Scan through the page and open different tabs. Critique the pages. What
Search online and find examples of (a) a case study,(b) an infographic, (c) a blog, and (d) a branded community.Describe the promotion objective you believe each is trying to achieve.
What kinds of publicity would work best at a company that markets tractors, combines, and other farm equipment to farmers? Why would the publicity you suggest be effective?
Name two companies that you think would have success building a Pinterest page. Why do you think they should choose to build a page? What type of content should each company place on its pinboards?
Find a Facebook page for a brand or company. Evaluate that page. What do you think are the promotion objectives?Does the Facebook page foster engagement (are many followers posting messages directed
Find a web page that you think does a particularly good job of communicating to the target audience. Would it communicate well to an audience in another country (assume it is translated into the
Briefly discuss some of the pros and cons of earned and owned media for a producer of golf clubs and for a dance studio.
For each of the following products, indicate how search, pass-along, and experience would (or would not) operate for customers seeking information: (a) a brand of shampoo, (b) a pair of jeans, (c) a
Which of the following products are good candidates for user-generated content: (a) men’s underwear,(b) women’s fashion jeans, (c) a brand of salsa, or(d) lumber used in home construction?
Describe the general (earned, owned, and paid) and specific (see examples in this chapter) type of media that might be most suitable for promoting (a) a neighborhood sandwich shop, (b) toothpaste,
Review the HubSpot case study that opens the chapter.Suggest how the company might utilize some other form of earned, owned, or social media in its promotion blend.
Review the HubSpot case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, the case mentions customers
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
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 effort.
Is it unfair to criticize a competitor’s product in an ad?Explain your thinking.
Does advertising cost too much? How can this be measured?
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
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.
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
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
What does it mean to say that “money is invested in advertising”? Is all advertising an investment? Illustrate with examples.
Give three examples where advertising to intermediaries might be necessary. What is (are) the objective(s) of such advertising?
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
Discuss the relation of advertising objectives to marketing strategy planning and the kinds of advertising actually needed. Illustrate with examples.
Identify the strategy decisions a marketing manager must make in the advertising arena.
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
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
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

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