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essentials of marketing

Questions and Answers of Essentials Of Marketing

Describe a consultative selling sales presentation that you experienced recently. How could it have been improved by fuller use of the AIDA framework?
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 better.
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.
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
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.
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,
Compare and contrast missionary salespeople and technical specialists.
Discuss the future of the specialty shop if producers place greater emphasis on mass selling because of the inadequacy of retail order-taking.
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
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?
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
What strategy decisions are needed in the personal selling area? Why should the marketing manager make these strategy decisions?
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
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
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
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
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.
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
A small company has developed an innovative new spray-on glass cleaner that prevents the buildup of electrostatic dust on computer screens and TVs. Give examples of some low-cost ways the firm might
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 bars,
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.
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 blend?
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.
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?
Relate the three basic promotion objectives to the seven stages of the funnel and the four jobs (AIDA) of promotion using a specific example.
In your own words, discuss the integrated marketing communications concept. Explain what its emphasis on“consistent” and “complete” messages implies with respect to promotion blends.
Briefly explain the nature of the three basic promotion methods available to a marketing manager. What are the main strengths and limitations of each?
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)
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
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?
Why do you think many merchant wholesalers handle competing products from different producers, whereas manufacturers’ agents usually handle only noncompeting products from different producers?
What is an agent wholesaler’s marketing mix?
Why would a manufacturer set up its own sales branches if established wholesalers were already available?
What risks do merchant wholesalers assume by taking title to goods? Is the size of this risk about constant for all merchant wholesalers?
Do wholesalers and retailers need to worry about newproduct planning just as a producer needs to have an organized new-product development process? Explain your answer.
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.
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
Using your own shopping experience (or that of friends or family), provide examples to explain advantages to online shopping and advantages to shopping in a brickand-mortar store.
Discuss a few changes in the market environment that you think help explain why online retailing has been growing so rapidly.
What sort of a “product” are specialty shops offering?What are the prospects for organizing a chain of specialty shops?
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
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
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
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.
Clearly differentiate between a warehouse and a distribution center. Explain how a specific product would be handled differently by each.
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.
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.
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?
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
Discuss some of the ways that air transportation can change other aspects of a Place system.
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.
Discuss the relative advantages and disadvantages of railroads, trucks, and airlines as transporting methods.
Explain the total cost approach and why it may cause conflicts in some firms. Give examples of how conflicts might occur between different departments.
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.
Discuss the problems a supplier might encounter in using a just-in-time delivery system with a customer in a foreign country.
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.
Discuss some of the ways computers are being used to improve PD decisions.
Give an example of why it is important for different firms in the supply chain to coordinate logistics activities.
Discuss the types of tradeoffs involved in PD costs, service levels, and sales.
Briefly describe a purchase you made where the customer service level had an effect on the product you selected or where you purchased it.
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.
Explain how adjusting the customer service level could improve a marketing mix. Illustrate with your own example.
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
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
Describe the advantages and disadvantages of the approaches to international market entry discussed in this chapter.
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
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
How does the nature of the product relate to the degree of market exposure desired?
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
Explain how a channel captain can help traditional independent firms compete with a corporate (integrated)channel system.
Give an example of a producer that uses two or more different channels of distribution. Briefly discuss what problems this might cause.
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
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
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
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
Discuss some reasons why a firm that produces installations might use direct distribution in its domestic market but use intermediaries to reach overseas customers.
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?
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?
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
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?
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
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
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 thinking.
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.
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
What is a new product? Illustrate your answer.
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
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.
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.
Explain how you might reach different conclusions about the correct product life-cycle stage(s) in the worldwide automobile market.
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.
Explain how industry sales and industry profits behave over the product life cycle.
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
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
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
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 reasoning.
For the most relevant target market, what kinds of consumer products are the following: (a) smartwatches,(b) automobiles, and (c) toothpastes? Explain your reasoning.
In what types of stores would you expect to find (a) convenience products, (b) shopping products, (c) specialty products, and (d) unsought products?
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
Give an example where packaging costs probably(a) lower total distribution costs and (b) raise total distribution costs.

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