Questions and Answers of Principles And Practice Of Marketing

Discuss the strengths and weaknesses associated with the limited-range discounter format.
Why did the low-price, no-frills business model fail with easyCinema?
To what extent do the conditions for charging low prices discussed in this chapter hold for easyJet and Ryanair?
What are the advantages and risks associated with low-price strategies?
How do easyJet and Ryanair achieve success using low-price strategies?
The only reason that companies set low prices is that their products are undifferentiated. Discuss.
You are the marketing manager of a range of premium-priced all-weather tyres. A competitor has launched a cut-price alternative that possesses 90 per cent of the effectiveness of your product. If you
Discuss the advantages and disadvantages of experimentation in assessing customers’ willingness to pay.
Why is value to the customer a more logical consideration when setting prices than cost of production? What role can costs play in the setting of prices?
You are the marketing manager of a company that is about to launch an electric car. What factors should you take into consideration when pricing this product?
As a marketer, how could you use this information to promote lowerpriced goods against competitors selling higher-priced goods? Use further examples to justify your argument.
discuss ethical issues in pricing
identify when and when not to follow competitor-initiated price increases and cuts, when to follow quickly and when to follow slowly
identify when and how to initiate price increases and cuts
discuss the factors that affect price setting when using a market-orientated approach
explain the advantages of market-orientated pricing over cost and competitororientated pricing
discuss your understanding of going-rate pricing and competitive bidding
distinguish between full-cost and direct-cost pricing
explain the economist’s approach to price determination
Discuss the similarities and differences between social marketing and notforprofit marketing.
Evaluate the contention that if ethical consumption was the norm there would be no need to legislate to protect consumers.
What is meant by ‘consumerism’ and ‘environmentalism’? To what extent do you believe these movements have achieved their goals of protecting consumers, society and the environment?
What is ‘marketing ethics’? To what extent do you believe marketing practices to be unethical and how might unethical practices in marketing be restricted?
Many organizations criticize CSR because they don’t see business delivering on its promises. Argue the case for the benefits of CSR.
Companies have been accused of ‘green washing’, which is a lighttouch approach for developing a corporate social responsibility (CSR) policy. Suggest the difficulties you may encounter when
Using the key targets set out in the Cooperative plan as a benchmark, select one of the following supermarkets, Tesco, Asda, Sainsbury’s or Morrisons, to use as a comparator. Use the Internet as a
Do you think that Coop’s initiatives will have an impact on consumers’ purchasing behaviour?
What do you think is the main reason for Coop Danmark’s antifood wastage initiatives:reducing Coop’s costs, increasing Coop’s income by selling food that would otherwise be wasted, or
Coop Danmark A/S prides itself on its socially responsible business practices. Can Coop's pricing strategy be seen as a socially responsible business practice or just a way to pass on to consumers
Explain the meaning of reverse marketing. What implications does it have for suppliers?
Explain the difference between a straight rebuy, a modified rebuy and a new task purchasing situation. What implications do these concepts have for the marketing of industrial products?
What are creeping commitment and lockout criteria? Why are they important factors in the choice of supplier?
What are the six roles that form the decisionmaking unit (DMU) for the purpose of an organizational purchase? What are the marketing implications of the DMU?
Demand from organizational buyers is often derived. Explain why the demand from Thomas Cook for seats on easyJet flights is likely to be derived.
Thomas Cook could be said to be employing a reverse marketing strategy with easyJet. Explain this term and why this is the case.
The buyerseller relationship between easyJet and Thomas Cook is in the development stage having been in operation for only two years. Explain the role of National Account Managers at both companies
Explain what is meant by the decision making unit (DMU). How is the composition of the DMU likely to differ between individual buyers, Thomas Cook and government departments in the buying of easyJet
Explain how easyJet’s relationship with Thomas Cook may differ from that they have with individual buyers in terms of:• order size / number of seats purchased• economic and technical choice
Explore the nature and size of manufacturers in the pharmaceutical industry and discuss the extent to which the Pareto rule applies.
Imagine you are a buyer of cardiovascular drugs and treatments for a large state healthcare provider. Identify a set of choice criteria you might use.
Discuss the extent to which buyers in the pharmaceutical industry need to consider the marketing environment when making purchasing decisions.
Are you influenced by any reference groups? How do these groups influence what you buy?
To what kind of lifestyle do you aspire? How does this affect the types of product (particularly visible ones) you buy now and in the future?
Are there any brands that you buy (e.g. fragrances, fashion, cars) that have personalities that match your own?
Can you think of a brand that has used the principles of classical conditioning in its advertising?
Think of the last time you made an impulse purchase. What stimulated you to buy? Have you bought the brand again? Why or why not? Did your thoughts and actions resemble those suggested by the
What choice criteria did you use? Did they change between drawing up a shortlist and making the final choice?
What decisionmaking process did you go through? At each stage (need recognition, information search, etc.), try to remember what you were thinking about and what activities took place.
Choose a recent purchase which involved you and other people in the decisionmaking.Explain what role(s) you played in the buying centre. What roles did these other people play and how did they
Coffee shops are mainly located in the centres of towns and cities. Are there other locations where they could satisfy customer needs?
Assess the coffee chains’ moves to expand the offerings they provide for their customers.
You are considering visiting a coffee shop for the first time. What would influence your choice of coffee shop to visit? Is this likely to be a highor lowinvolvement decision?
Why have coffee shops been so popular with consumers?
Evaluate the importance of Red Bull’s contentgeneration strategy to the consumer decisionmaking process.
Discuss the potential benefits of sports marketing as a tool in the consumer decisionmaking process.
‘Red Bull actively describes its target market as a postmodern hedonistic group.’ Critically evaluate the social influences on consumer behaviour with respect to the target market of Red Bull.
Discuss the potential choice criteria used by consumers when evaluating alternative energy drinks.
Using your understanding of who is important in the buying decision process, evaluate the significance of these roles in terms of creating marketing communications for Red Bull.
What are the strategic options available to Sony? Furthermore, recommend a course of action for Sony, giving reasons for your answer.
Conduct a SWOT analysis on Sony.
Discuss the importance of product innovation to the future success of Sony, in regard to the changing marketing environment.
What strategic action is Sodastream taking in reaction to its current challenges? Do you think they will be successful? Justify your answer.
Evaluate the marketing opportunities and threats posed by the growing importance of the socially conscious consumer.
How does technological change affect marketing? What should marketing management do to take account of technological forces?
Generate two lists of products and services. The first list will identify those products and services that are likely to be associated with falling demand as a result of changes in the age structure
Imagine you are a marketing manager of a new web based company. Discuss how you would decide which of the environmental forces to monitor and why.
To what extent do you agree with the criticisms of the marketing concept and the 4Ps approach to marketing decisionmaking?
How far do you agree or disagree with the criticism that marketing is a source of dullness? Are there any ethical issues relevant to the five principles of ‘retromarketing’?
Explain how the desire to become efficient may conflict with being effective.
Are there any situations where market orientation is not the most appropriate business philosophy?
What future challenges is CocaCola likely to face?
Assess CocaCola'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 CocaCola?
How would you position CocaCola and PepsiCo on the efficiencyeffectiveness matrix? Justify your answer.
Assess both companies in terms of their level of marketing orientation at that time.
Compare CocaCola’s response to the changing marketing environment before the arrival of Neville Isdell to that of PepsiCo.
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 efficiencyeffectiveness matrix does H&M fall? Justify your answer.
To what extent is H&M marketing orientated? What evidence is there in the case to support your view?
What strategic action is SodaStream taking in reaction to its current challenges? Do you think the company will be successful? Justify your answer.
Apart from marketing, what other challenges is the company facing?
What marketing challenges face SodaStream?
Do a SWOT analysis for SodaStream.
What do you think they could do differently to future proof the town even further?
How effective do you think the town management team in Roselare have been in developing their plan in response to environmental changes?
How might the influence of these factors differ for town centres in different parts of the world?
What are the key challenges in the macro- and micromarketing environment that have led to the decline of town centres around the world?
Explain why it is important for marketers to understand national demographic profiles and how they might use this information.
Discuss the implications of a rising global population from a marketing perspective.
Imagine you are a marketing manager of a new web based company.Discuss how you should respond to GDPR legislation.
Discuss the importance of emerging economies to luxury car manufacturers.
Which aspects of the technology force should a manufacturer of consumer goods consider? And why?
Discuss how technology is changing the marketing landscape.
Choose an organization and identify the major forces in the environment that are likely to affect its prospects in the next three to five years.
Read the GDPR policy for one of the following companies and then assess how the company is protecting your personal rights: Facebook(https://www.facebook.com/business/gdpr),
Imagine you have just been given the job of ensuring that your company is complying with GDPR. Set out the steps you might follow.
Explain the reasoning behind the changes to data protection legislation introduced by GDPR.

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