Questions and Answers of Principles And Practice Of Marketing

define the concept of relationship marketing
describe the nature and special characteristics of nonprofit marketing
discuss the services marketing mix
explain how to position a service organization and brand
explain how to manage service quality, productivity and staff
explain how customer relationships should be managed
describe the activity sectors in the services industry
describe the nature and special characteristics of services
discuss ethical issues concerning products
discuss the arguments for and against global and panEuropean branding, and the strategic options for building such brands
describe the two major forms of cobranding, and their advantages and risks
discuss the concepts of brand extension and stretching, and their uses and limitations
discuss why companies rebrand and explain how to manage the process
distinguish between family, individual and combined brand names, and discuss the characteristics of an effective brand name
explain how to build strong brands
define brand equity, the components of customerbased and proprietarybased brand equity and brand valuation
explain why strong brands are important
distinguish between a core and augmented product (the brand)
distinguish between manufacturer and ownlabel brands
define the concepts of product, brand, product line and product mix
discuss positioning and repositioning strategies
define the concept of positioning and discuss the keys to successful positioning
discuss online target markets
distinguish between the four target marketing strategies—undifferentiated, differentiated, focused and customized marketing
identify the factors that can be used to evaluate market segments
consider the rise of tribal marketing
discuss the methods of segmenting consumer and organizational markets
define the concepts of market segmentation and target marketing, and discuss their use in developing marketing strategy
discuss the ethical issues that arise in marketing research
distinguish between qualitative and quantitative research
explain the processes involved with interpreting and presenting data and writing reports
discuss approaches to research design decisions: sampling, survey method and questionnaire design issues
discuss the role of different research methods
explain how to prepare a research brief and proposal
describe the stages in the marketing research process
identify different types of marketing research
discuss the role of marketing research and the management of information
define marketing research, marketing information systems and business intelligence
discuss nonprofit organizations’ contribution to societal marketing
discuss the arguments for and against CSR programmes
describe the dimensions of CSR
discuss the nature of corporate social responsibility (CSR)
explain the stakeholder theory of the firm
discuss business, societal, and legal and regulatory responses to ethical concerns
describe ethical issues in marketing
explain the meaning of ethics, and business and marketing ethics
describe the developments in purchasing practice: justintime procurement, eprocurement, ecommerce, reverse marketing and leasing
explain the influences on organizational buying behaviour—the buy class, product type and purchase importance—and discuss their marketing implications
discuss the nature and marketing implications of who buys, how organizations buy and the choice criteria used to evaluate products
define the dimensions of organizational buying
discuss the characteristics of organizational buying
explain the influences on consumer behaviour—the buying situation, personal and social influences—and their marketing implications
describe the nature of choice criteria (what are used) and their implications
compare the differences in evaluation of highversus lowinvolvement situations
discuss the marketing implications of need recognition, information search, evaluation of alternatives, purchase and postpurchase stages
describe the consumer decisionmaking process (how people buy)
describe the role of the buying centre (who buys) and its implications
define the dimensions of consumer buyer behaviour
discuss how companies respond to environmental chang
explain how to conduct environmental scanning
discuss the impact of political and legal, economic, ecological/physical environmental, social/cultural and technological forces on marketing decisions
explain the distinction between the microenvironment and the macroenvironment
describe the nature of the marketing environment
identify relevant business and research examples, which illustrate the principles of marketing in an organization
Ps approach to marketing management
discuss the criticisms of the
describe how an effective marketing mix is designed
describe how to create customer value and satisfaction
compare the roles of efficiency and effectiveness in achieving corporate success
differentiate between marketdriven and internally driven businesses
compare a production orientation and a market orientation
Do you consider the marketing of disposable clothes contrary to societal welfare? Justify your opinion.
What challenges are likely to face H&M in the future?
What are the marketing benefits to H&M of commissioning Karl Lagerfeld, Stella McCartney and Matthew Williamson to design limited edition clothing ranges?
What is the basis of the customer value H&M provides for its customers?
Into which cell of the efficiency–effectiveness matrix does H&M fall?Justify your answer.
To what extent is H&M market orientated? What evidence is there in the case to support your view?
What future challenges is Coca-Cola likely to face?
Assess Coca-Cola’s ownership of Innocent drinks from the point of view of both companies.
What advantages, if any, does PepsiCo’s greater diversification give the company over Coca-Cola?
How would you position Coca-Cola and PepsiCo on the efficiency–effectiveness matrix? Justify your answer.
Assess both companies in terms of their level of market orientation at that time.
Compare Coca-Cola’s response to the changing marketing environment before the arrival of Neville Isdell to that of PepsiCo.
Suggest how the internet and digital technology is impacting on marketing as a guiding business philosophy.
Discuss how the desire to become efficient may conflict with being effective.
What strategy would you suggest to a hotelier for handling customer complaints, comments and questions?
Explain why social media sites can play an important role in developing customer loyalty.
identify relevant business and research examples, which illustrate the application of the principles of marketing in an organization
explore the limitations of the marketing concept as a guiding principle of business
discuss marketing planning and strategy
outline the key methods for communicating and delivering customer value
explain the relationship between marketing characteristics, market orientation and business performance
describe how to create customer value, satisfaction and loyalty
understand the differences and importance of efficiency and effectiveness
identify the core concepts of value creation and differentiation in a marketdriven economy
explain the significance of adopting a market orientation in a changing world
define the marketing concept and its key components
explore the principles of marketing
How should branded manufacturers respond with their pricing strategies if they want to supply an LRD while simultaneously supplying traditional retailers?
What are the advantages associated with the ‘everyday low prices’concept versus Hi-Low pricing for retailers?

Showing 100 - 200 of 1138