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essentials of marketing

Questions and Answers of Essentials Of Marketing

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, (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, (c)
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
What sales promotion activities are being planned? What are the goals of sales promotion?
What type of copy thrust is recommended? Why?
What types of advertising and media are being proposed? Why are these types used and not others?
What are Hillside’s advertising objectives?
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.
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
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
Based on the situation analysis, target market, and intended positioning, recommend some ways that Hillside could actively work to improve its reputation for customer service.
If Hillside wanted to put more emphasis on “order-getting” to promote growth, what ideas do you have for how to do it?
What personal selling tasks are performed at Hillside Veterinary Clinic and who does them?
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
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 straight
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
Based on the situation analysis, target market, and intended positioning, recommend other (low-cost) promotion activities for Hillside.
Do the promotion activities recommended in the plan fit with the promotion objectives? Create a table to compare them.Label the columns: good/service, promotion objective, and promotion activities.
What are Hillside’s promotion objectives? How do they differ for the various goods and services the company offers?
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 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
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
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 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
The marketing plan notes future plans to offer kennel (boarding) services and pet supplies. How will this change Hillside’s current strategy? Does the marketing plan provide a good sense of what
How could Hillside make use of a website?
What kind of retail operation is the vet clinic? Does it fit any of the types described in this chapter?
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 new-product planning just as a producer needs to have an organized new-product development process? Explain your answer.
Consider the evolution of wholesaling in relation to the evolution of retailing. List several changes that are similar and several that are fundamentally different.
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), use examples to explain advantages to online shopping and advantages to shopping in a brick-andmortar 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 do
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
What issues are involved in the storage of pet supplies?
With respect to the retail pet products that Hillside sells, what level of customer service should customers expect?
What logistics issues related to medical supplies should Hillside consider? Can you think of ways in which delivery from its suppliers or its own inventory decisions will be important in its ability
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 trade-offs 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 in
Hillside has a small selection of pet supplies that it sells to people who bring in their pets. What products does it resell at retail? What channel functions does it provide, and what channel
Why does Hillside sell its product directly instead of indirectly?
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

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