Questions and Answers of Principles And Practice Of Marketing

explain the nature of a marketing control system
discuss marketing organizational structures
discuss the skills and tactics that can be used to overcome resistance to the implementation of the marketing concept and plan
describe the elements of an internal marketing programme
explain how to develop effective implementation strategies
discuss the forms of resistance to marketing implementation and change
discuss the barriers to the implementation of the marketing concept
describe the objectives of marketing implementation and change
identify the stages that people pass through when they experience disruptive change
describe the relationship between marketing strategy, implementation and performance
explain how to organize for global marketing operations
discuss the special considerations involved in designing a marketing mix for foreign markets
discuss the influences on the degree of standardization or adaptation
identify the factors influencing foreign market entry strategies
identify and discuss the range of foreign market entry strategies
discuss the factors that influence which foreign market to enter
explain why companies seek foreign markets
discuss product strategies for growth
discuss the contribution of product portfolio management
explain the General Electric Market AttractivenessCompetitive Position Model, its uses and the criticisms of it
explain the Boston Consulting Group GrowthShare Matrix, its uses and the criticisms of it
describe the concept of product portfolio planning
discuss the uses and limitations of the product lifecycle
describe the concept of the product lifecycle
explain the key elements of a competitive marketing strategy
discuss the nature of competitive behaviour
explain how to create and maintain a cost leadership position
explain how to create and maintain a differential advantage
discuss the value chain
discuss the sources of competitive advantage
distinguish between differentiation and cost leader strategies
explain how to analyse competitors
describe the determinants of industry attractiveness
discuss recommendations to overcoming marketing planning problems
describe the rewards and problems associated with marketing planning
discuss implementation and control in the marketing planning process
explain marketing mix decisions in relation to the planning process
identify the components of core strategy and how to test its effectiveness
discuss the nature of marketing objectives
explain the marketing audit and SWOT analysis
describe the concept of the business mission
discuss the process of marketing planning
identify the key planning questions
describe the role of marketing planning within businesses
discuss retailing and retail marketing q discuss ethical issues in distribution
explain how to improve customer service standards in physical distribution
discuss the components of a physical distribution system: customer service, order processing, inventory control, warehousing, transportation and materials handling
explain the costservice tradeoff in physical distribution
discuss the five key channel management issues: member selection, motivation, training, evaluation and conflict management
discuss the three components of channel strategy: channel selection, intensity and integration
explain how to determine channel strategy
describe the functions and types of channels of distribution
discuss ethical issues in marketing (including digital marketing)
discuss social media and networking
identify and explain different digital communication tools
discuss the implications of digital marketing and social media for marketing planning
identify the dimension of the digital marketing environment
explain the meaning of the term ‘social media’
explain the concept of digital marketing
describe the media used in direct marketing
discuss the importance of database marketing and how this creates a foundation for customer relationship management
describe the reasons for the growth in direct marketing communication activity
explain the concept of direct marketing and how to manage campaigns
discuss exhibitions and trade shows in a businesstobusiness context
consider the key issues involved in sales management
discuss the characteristics of modern selling and the stages in the selling process
discuss the key direct communication tools: personal selling, exhibitions, direct marketing
discuss ethical issues in mass marketing communications
describe trade promotions
explain how to evaluate sales promotion
identify the major sales promotion types, including objectives
explain how to select and evaluate a potential sponsored event
discuss the objectives and methods of sponsorship
describe the guidelines to use when writing a press release
define public relations, key objectives, targets and characteristics
discuss the reasons for the growth of product placement
discuss how advertising works and how to develop an advertising strategy
explain the role of each of the tools in the mass communication promotional mix
consider the implications for planning communications for different audiences and contexts
explain the key characteristics of each of the main media channels
discuss the promotional communication mix
explain the distinction between mass and direct communications
describe the elements of integrated marketing communications
explain how to develop an IMC strategy and set relevant communication objectives
discuss the key ingredients in commercializing technology quickly and effectively
describe the innovation categories and their marketing implications
discuss the six key principles of managing product teams
explain how to stimulate the corporate imagination
describe the stages in the new product development process
explain how marketing and R&D staff can work together effectively
identify the methods of reducing time to market
discuss the organizational options that apply to new product development
describe how to create and nurture an innovative culture
define the different types of new products that can be launched
explain the main stages of key account management (KAM)
explain and discuss the function of customer relationship management (CRM) systems
discuss approaches towards customer loyalty programmes
explain the significance and benefits of customer retention
suggest ways of developing customer relationship strategies
discuss the nature of relationship marketing and how to build customer relationships

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