Questions and Answers of Principles And Practice Of Marketing

Imagine you are developing an integrated strategy for an FMCG brand; discuss the task you should consider.
Discuss the different contexts of the communication environment.
Domino’s Pizza, Inc., now branded simply as Domino’s, is an American quick service restaurant (QSR) chain founded in 1960. Through a then little-known format, now called franchising, Domino’s
BrewDog is a brand built on attitude, and co-founder James Watt has a lot to say about the value of advertising: ‘I would rather take my money and set fire to it … It’s the antithesis of
Manchester United Football Club (MUFC) has a long history of Premiership football and is reported to be among the top-earning clubs in the world, with an annual income of around £500 million. During
Discuss the role of advertising and how this might affect the choice of media used to carry an advertiser’s messages.
Explain how advertising works and discuss the importance of persuasion when selling FMCG brands.
Using the FCB matrix as a guide, suggest the different types of advertising you might use for the following products: shampoo, a designer handbag, a digital media subscription service (e.g. Netflix),
Consider the challenges of the proliferation of media channels for brands when advertising their products and services.
Create an argument to support the use of product placement rather than more traditional forms of advertising.
Discuss public relations (PR) and how to manage a crisis using media relations.
Discuss the main reasons for a firm getting involved in event sponsorship.
When you next visit a supermarket, examine three sales promotions. What types of promotion are they? What are their likely objectives?
Why would it be wrong to measure the sales effect of a promotion only during the promotional period? What are the likely long-term effects of a promotion?
Evaluate the impact of digital media on mass communication methods.
Wilson and West (1981) defined ‘unmentionables’ as products, services or concepts that, for reasons of delicacy, decency, morality or even fear, tended to bring about reactions of embarrassment,
Blackwater Distillery opened in County Waterford in 2015, becoming Ireland’s 21st distillery. An innovative micro-distillery, the company makes multi-awarding-winning Blackwater No.5 London Dry
Explain the meaning of the terms digital marketing and digital media.
Discuss the key dimensions of the digital communication environment.
Consider how to use different types of digital media in a multichannelcommunication campaign.
Discuss the differences, advantages and limitations of social media as acommunication tool.
Suggest how a business-to-consumer organization might use a multichannelapproach. Give examples of firms that use a multichannel approach.
Explain how to set digital marketing objectives using the RACE framework.
Choose your favourite brand, then examine how it uses traditional and digital media to communicate its marketing messages. Suggest how you might improve the brand’s approach, to develop a more
Suggest how digital marketing and media can be used to createcompetitive advantage.
Debate the extent to which the dark side of digital marketing restricts a marketer’sfreedom to be creative when using digital marketing and media.
Identify 10 things from this chapter that illustrate the difference between offline and online marketing. Now consider the extent to which digital is diverging from the fundamental principles of
Marketing databases offer great potential for planning and developing integrated marketing communications campaigns. Suppose a retailer wanted to increase sales and profits using a database. How
Define direct marketing. Identify the different forms of direct marketing.
Discuss the opportunities and challenges when selecting direct marketing methods for a new campaign.
Identify different forms of direct mail, and suggest the advantages and disadvantages of this form of direct communication.
Discuss the extent to which social media can be used for direct marketing.
Choose a traditional offline brand, and then suggest how you would develop a direct marketing campaign using multiple media to raise awareness and increase brand engagement online.
Consider the advantages and challenges of personal selling and sales management.
‘Personal selling is costly, and it is easy to replace sales professionals with AI and robots.’ Debate this statement.
Explain the benefits for both buyers and sellers of using exhibitions.
Discuss the importance for trade fairs and exhibitions of setting clear marketing objectives.
Airbnb was founded in San Francisco by Brian Chesky and Joe Gebbia. It is a community marketplace that allows property owners and travellers to connect with one another, via website or mobile
Zara, the Spanish clothing firm owned by Inditex, has revolutionized the fashion industry by becoming the first global retailer to sell fashion lines designed especially for seasons in the southern
Digital channels have redefined retailing. Discuss this proposition.
Suggest the benefits to consumers of omnichannel retailing and multichannel retailing.
The best way of distributing an industrial product is directly from manufacturer to customer. Discuss.
Why is channel selection an important decision? What factors influence choice?
Reinartz et al. (2019) suggest five areas where value can be created using digital technology and channels. Imagine you have launched a new fashion product. Suggest how you might use some or all of
Describe situations that can lead to conflict between channel members. What can be done to avoid and resolve such conflict?
Explain the considerations a retailer might have when planning its channel strategy
Retailing used to take place in-store and on the high street, with retailers opening at 9 a.m. and closing at 5.30 p.m., sometimes also closing for a half-day midweek. a. Discuss how retailing has
Pandora developed its markets from a single store in Copenhagen, Denmark, into the world’s largest international jewellery brand, with more than 2,400 retail stores around the globe. Having
Discuss how to carry out a marketing audit and explain why it is an important part of marketing planning.
Examine why it is important to consider the climate and dynamism of the marketing environment when carrying out a marketing audit.
Consider how macro- and micro-level influences might affect marketing planning decisions.
Explain why SWOT analysis has been quoted as mostly just producing a ‘laundry list’. Suggest how to remedy this and ensure this tool is used effectively as part of strategic marketing planning.
Explain how each stage of the marketing planning process links with the fundamental planning questions identified in Table 17.1. TABLE 17.1 Key questions and the process of marketing planning Key
Evaluate the marketing planning process and discuss if it is a true reflection of how businesses plan their marketing strategies.
Explain the extent to which a clear business mission statement is a help to marketing planners.
What is meant by core marketing strategy? What role does it play in the process of marketing planning?
Discuss the key decisions marketing planners should make when setting marketing objectives.
Choose a brand and identify its key target markets, then suggest how it might develop new markets.
Marks & Spencer (M&S) was founded in 1884 when Michael Marks, a Polish refugee, opened a market stall in Leeds. In 1894, Marks went into partnership with Thomas Spencer, a former cashier from
Diageo is a firm that owns more than a quarter of the world’s leading brands of spirits, for example Smirnoff vodka, Johnnie Walker whisky and Guinness, which is a leading global beer brand. In
Using Porter’s ‘five forces’ model, choose an industry activity sector to explore using this framework.
Why is competitor analysis essential in today’s turbulent environment? How far is it possible to predict competitor response to marketing actions?
Discuss how AI is changing the way in which competitive marketing intelligence is gathered and interpreted.
Distinguish between differentiation and cost leadership strategies. Is it possible to achieve both positions simultaneously?
Using key success factors: compare three top sportswear brands to identify the strengths and weaknesses of each.
For a brand of your choice, identify how it uses the Four-Ps to stand out from other brands.
What are cost drivers? Should marketing management be concerned with them, or is their significance solely the prerogative of the accountant?
Discuss the favourable conditions for pursuing build and hold marketing strategic objectives.
Explain the attack and defence strategies a firm might need to use if it is the market leader.
Imagine you are the marketing director of a leading FMCG brand. Discuss your strategic response to changes to the cost leadership model discussed by Kelly et al. (2018). You can find the report here:
Mastercard dropped its name from its logo in 2019. The iconic red and yellow intersecting circles of Mastercard now represent one of the world’s most recognized brands, joining a small number of
Twenty-five years ago, few people were aware of the impact that the internet and associated digital technologies might have on our lives, and the way we behave, communicate and trade. The internet
Review the impact, challenges and trends the forces of the marketing environment have on product portfolio management.
To what extent can the product lifecycle help to inform marketing management decision-making? Discuss.
Identify a recent fad, then evaluate its market potential to become mainstream.
Explain why it is important for a firm to manage its product portfolio.
Evaluate the usefulness of the BCG Matrix. Discuss its role in portfolio planning.
What is the difference between product and market development in the Ansoff Matrix? Give examples of each form of product growth strategy.
How does the GE Model differ from the BCG Matrix? What are the strengths andweaknesses of the GE Model?
Evaluate the contribution of product portfolio planning models to product strategy.
Suggest how product portfolio planning might be affected by changing forces in the marketing environment.
Discuss how and why services are becoming an integral part of productmanagement.
Online companies like eBay and Amazon pioneered the development of global markets. Together they have hundreds of millions of active accounts for buyers and sellers, which generate billions of
What are the factors that drive companies to enter global markets?
Discuss possible entry methods for markets in Europe.
For a firm of your choice, research its reasons for expanding into new foreign markets and describe the moves that have been made.
What are the factors that influence the choice of market entry strategy?
Select a familiar advertising campaign in your country and examine the extent to which it is likely to need adaptation for another country of your choice.
Describe the problems of pricing in overseas markets and the skills required to price effectively in the global marketplace.
Explain the importance of guanxi when seeking to enter Chinese markets.
Suggest how technology is affecting the expansion of digital brands.
IKEA is a global colossus built on contemporary design, low prices and an enthusiasm that few organizations can equal. Perhaps more than any other company in the world, IKEA has become a curator of
MouthShut.com is a review site, founded in 2002 by Faisal Farooqi. It has become India’s leading social media network for consumer reviews. Zaitun Khan is a confident entrepreneur, but to succeed
Think of a situation when you experienced a dramatic change in your life. Using Figure 21.3 for guidance, recall your feelings over time. How closely did your experiences match the stages in the
Can good implementation substitute for an inappropriate strategy? Give an example of how good implementation might make the situation worse, and an example of how it might improve the situation.
Discuss commoditization and its potential effects on firm survival.
Suggest strategies for the implementation of co-value creation that can lead to superior value and differentiation.
Describe the ways in which people may resist the change that is implied in the implementation of a new marketing plan. Why should they wish to do this?
What is internal marketing? Does the marketing concept apply when planning internal marketing initiatives?
What tactics of persuasion are at the implementer’s disposal? What are the advantages and limitations of each one?

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