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essentials of marketing

Questions and Answers of Essentials Of Marketing

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
Exhibit 9–3 summarizes some marketing mix characteristics based on where a product fits in the product life cycle. Is Hillside’s marketing plan consistent with what this exhibit suggests? Why or
Hillside offers many different products. Identify several of these products and indicate where you think each one is in its product life cycle.
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.
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 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 reminders
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
The discussion of product classes in this chapter indicates what marketing mix is typical for different classes of products. Does the marketing strategy recommended in Hillside’s marketing plan fit
What consumer product classes are offered by Hillside Veterinary Clinic?
What services does Hillside Veterinary Clinic sell?
What goods does Hillside Veterinary Clinic sell?
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.
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?
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.
List five brand names and indicate what product is associated with the brand name. Evaluate the strengths and weaknesses of the brand name.
Is there any difference between a brand name and a trademark?If so, why is this difference important?
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.
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
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 service.
What products are being offered by a shop that specializes in bicycles? By a travel agent? By a supermarket? By a new car dealer?
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.
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
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
Keeping in mind probable cost and time to complete, what additional research would you recommend?
What are the strengths of the research conducted? What are the weaknesses?
What different types of marketing research were conducted to fill out these sections of the marketing plan?
Discuss the concept that some information may be too expensive to obtain in relation to its value. Illustrate.
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
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.
Define response rate and discuss why a marketing manager might be concerned about the response rate achieved in a particular survey. Give an example.
Distinguish between qualitative and quantitative approaches to research—and give some of the key advantages and limitations of each approach.
Explain why a company might want to do focus group interviews rather than individual interviews with the same people.
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?
Distinguish between primary data and secondary data and illustrate your answer.
Explain the key characteristics of the scientific method and show why these are important to managers concerned with research.
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.
Discuss how output from a marketing information system(MIS) might differ from the output of a typical marketing research department.
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.
Discuss the concept of a marketing information system and why it is important for marketing managers to be involved in planning the system.
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
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
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
Considering the nature of retail buying, outline the basic ingredients of promotion to retail buyers. Does it make any difference what kinds of products are involved? Are any other factors relevant?
Explain how NAICS codes might be helpful in evaluating and understanding business markets. Give an example.
Discuss the importance of target marketing when analyzing organizational markets. How easy is it to isolate homogeneous market segments in these markets?
Would a tool manufacturer need a different marketing strategy for a big retail chain such as Home Depot than for a single hardware store run by its owner? Discuss your answer.
Explain why a customer might be willing to work more cooperatively with a small number of suppliers rather than pitting suppliers in a competition against one another.Give an example that illustrates
Discuss the advantages and disadvantages of just-in-time supply relationships from an organizational buyer’s point of view. Are the advantages and disadvantages merely reversed from the seller’s
How likely is it that each of the following would use competitive bids: (a) a small town that needs a road resurfaced,(b) a scouting organization that needs a printer to print its scouting handbook,
Describe the situations that would lead to the use of the three different buying processes for a particular product—a manufacturer of bicycles that will be purchasing handlebars for a mountain bike.
If a nonprofit hospital were planning to buy expensive MRI scanning equipment (to detect tumors), who might be involved in the buying center? Explain your answer and describe the types of influence
Briefly discuss why a marketing manager should think about who is likely to be involved in the buying center for a particular purchase. Is the buying center idea useful in consumer buying? Explain
Compare and contrast the buying behavior of final consumers and organizational buyers. In what ways are they most similar and in what ways are they most different?
Review the John Deere case study that opens this chapter.Applying concepts from the chapter, what else could be done to build a more effective buyer–supplier relationship with MetoKote? How should
Review the John Deere case study that opens the chapter.From this case, identify examples of different key terms and concepts covered in the chapter. For example, when MetoKote built a paint plant
What additional information do you think would be helpful before developing a marketing strategy for Hillside?
Based on the marketing plan, what do we know about the consumer behavior of the target market?
Interview a friend or family member about two recent purchase decisions. One decision should be an important purchase, perhaps the choice of an automobile, a place to live, or a college. The second
Describe a purchase situation where you, a friend, or a family member made a purchase choice that considered the implications of your choice on others (society, the environment, or a friend or family
On the basis of the data and analysis presented in Chapter 5, what kind of buying behavior would you expect to find for the following products: (a) a haircut, (b) a shampoo,(c) a digital camera, (d)
Give an example of a recent purchase in which you used extensive problem solving. What sources of information did you use in making the decision?
Give two examples of recent purchases where the specific purchase situation influenced your purchase decision.Briefly explain how your decision was affected.
Illustrate how the reference group concept may apply in practice by explaining how you personally are influenced by some reference group for some product. What are the implications of such behavior
Explain psychographics and lifestyle analysis. Explain how they might be useful for planning marketing strategies to reach college students, as opposed to average consumers.
Briefly describe your own beliefs about the potential value of an all-electric car, your attitude toward them, and your intention about buying one the next time you need to buy a car.
Cut out or photocopy two recent advertisements: one fullpage color ad from a magazine and one online ad from a website. In each case, indicate to which needs the ads appeal.
Review the Apple case study that opens this chapter. Applying concepts from the chapter, what else could Apple do to enhance the launch and subsequent sales of Apple Music? Offer some specific
Review the Apple case study that opens the chapter. From this case, identify examples of different key terms and concepts covered in the chapter. For example, on-the-spot demos of the iPod can be
understand important new terms (shown in red).
explain the process by which consumers make buying decisions.
explain how characteristics of the purchase situation influence consumer behavior.
describe how culture and ethnicity influence consumer buying behavior.

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