Questions and Answers of Principles And Practice Of Marketing

discuss how companies respond to environmental change
explain how to conduct environmental scanning
discuss the impact of technology, economic, political and legal factors, the physical environmental and social/cultural forces on marketing decisions
explain the distinction between the microenvironment and the macroenvironment
describe the nature of the marketing environment
How do easyJet and Ryanair achieve success using lowprice strategies?
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 EDLP concept versus HiLo pricing for retailers?
Discuss the strengths and weaknesses associated with the LRD format.
Justify the adoption of a KAM approach to selling.
Why is customer retention important in relationship marketing?
Is social media a tool which can be harnessed to facilitate relationships? Discuss the pros and cons.
Analyze the methods used by Starbucks and explain how the company has been successful in increasing its brand recognition while at the same time improving its customer relationship management.
How can an understanding of digital marketing and social media help companies gain a competitive advantage when it comes to customer relationship management?
What are some of the ways that Starbucks ‘engages’ its consumers in customer relationships?
Imagine that it is your job to find a new sponsor for Sunderland AFC when Bidvest’s deal comes to an end. Make a list of your key priorities for identifying sponsorship opportunities.
Use the concept of relationship quality as a lens to explain why Bidvest chose to sponsor Sunderland AFC.
Explain the key reasons why it is important for there to be a good fit between sponsorship partners like Sunderland AFC and Bidvest.
Discuss why Bidvest (B2B) chose to sponsor a football club.
Discuss the problems of providing highquality service in retailing in central and eastern Europe.
Discuss how Pret a Manger manages each of the elements of its services marketing mix, below, to deliver a distinctive customer experience and build its brand equity.• Products and merchandise•
How does Pret a Manger differentiate its brand from its competitors in this market? In a few key words or phrases, define what you think is the defining positioning or ‘essence’ of the Pret a
Which companies do you think are Pret a Manger’s competitors?
How would you define the market and product category that Pret a Manger operates in?
What steps can Nordstrom take to be successful in its expansion abroad, maintain its excellent customer service and keep its competitive advantage?
How does Nordstrom use technology to improve its customer service?
What role do employees play in providing excellent customer service?
What kind of services does Nordstrom offer its customers?
What are the strategic options for panEuropean brand building? What are the advantages and disadvantages of each option?
Suppose you were the marketing director of a mediumsized bank. How would you tackle the job of building the company brand?
What other options could Apple have taken to ensure that customers felt that they were part of the process and had a choice?
What are the main lessons to be learned from the Apple–112 fiasco?
The Apple–112 promotion is an example of a cobranding exercise. Which type of cobranding was being used here and what are the advantages and risks of this cobranding approach?
Both Apple and U2 are worldleading brands. Describe the main benefits of strong brands for both the companies involved and their consumers.
What are the dangers inherent in Burberry’s strategy since 1997?
What problems might arise in trying to build Burberry into a global brand?
What elements of the brandbuilding factors discussed in this chapter have been used by Burberry to rebuild its brand?
How were the clothes bearing the Burberry name augmented to create a brand before the 1980s?
What is the difference between positioning and repositioning? Choose three products and services and describe how they are positioned in the marketplace—that is, what is their target market and
What is the majority fallacy? Why should it be taken into account when evaluating market segments?
Why is buy class a potentially useful method of segmenting organizational markets? (Use both this chapter and Chapter 4 when answering this question.)
Discuss the difficulties you might encounter when segmenting organizational markets.
Develop a consumer segmentation basis for Morelli’s ice cream.
How does segmentation benefit the marketing strategy of Morelli’s ice cream?
What key challenges did Morelli’s face in bringing its product to retail?
Marketing today focuses on the cocreation of value. Is LEGO right to take a more traditional approach to the online marketing of the LEGO Architecture product line? What is the added value of the
How can LEGO ensure a smooth transition from how parents and children interact with the Duplo range to the LEGO ranges targeted to older children?
Look on the websites of other toy manufacturers. What do these toy manufacturers do to engage parents? Do they do anything at all?
Do you think that LEGO targets the right segment with its LEGO Duplo microsite? Can you think of any other segments that the focus on social media might miss? What about the LEGO Architecture
Imagine you are the marketing director for TomTom and you are responsible for new market development. Discuss how you would go about finding growth opportunities.
Visit the websites of TomTom and Garmin and identify the different criteria you might use if you were thinking of buying a satellite navigation system. Explain which you would choose to buy.
Explain the different types of data TomTom uses to supply navigational information for drivers.
Identify the sources of data that TomTom uses and explain how this becomes useful information.
Assess the strengths and weaknesses of the two proposed sampling methods. Which would you recommend and why?
Assess the expertise required, and costs associated with, the two proposed survey methods.Which design would you recommend and why?
Will the proposed questions in the questionnaire answer Apple’s questions? Outline any problems and suggest solutions.
Gender (please circle): male/female
What is your occupation? ___________
What is your income? ___________
The iPod has better memory than other MP3 players.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree □
I enjoy watching films a great deal.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
Having an iPod impresses people I meet.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
I talk about my iPod to anyone who will listen.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
I am able to find new artists I like using iTunes.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
It is easy to find the track I want on my iPod.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
Music is a very important part of my life.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
I show off my iPod whenever I get the opportunity.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
iTunes makes it easy for me to find music I like. Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
The technical features of the iPod are miles ahead of other companies’ MP3 players.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
The iPod’s design is ahead of its time.Strongly agree □Agree □Neither agree nor disagree □Disagree □Strongly disagree□
Which accessories for the iPod do you own? (tick all that apply)Protective case □Insurance cover □Worldwide charger □Upgraded headphones □Car stereo adaptor □Digital camera
When do you use your iPod? (tick all that apply)When commuting/travelling □When working/studying □When shopping □When at the gym □When jogging □
Which of the following Apple products do you own? (tick all that apply)iPod classic □iPod nano□iPod shuffle □iPod touch □
What are consumers’ attitudes towards the iPod?Do they see it as a style/image icon, or do they look at it as a functional product?
Which features do consumers find most useful? Do different age groups use different features? How are accessories used and when do consumers buy them?
What are the ownership and usage patterns of the different iPod models? Do consumers own multiple models and use them on different occasions, or do they just have one? Which is bought first?
What are the strengths and limitations of using the Internet as a datacollection instrument?
Discuss the problems facing market research as a method of generating information about consumer behaviour.
What is the difference between a research brief and proposal? What advice would you give a marketing research agency when making a research proposal?
What are the essential differences between a marketing information system and marketing research?
Some people have called this influencer activity ‘native’ or ‘false’advertising. What impact do you think this type of activity will have on marketing strategy generally over the next five
Looking at both approaches, come up with examples of industry/product sectors that could adopt similar approaches. Are there certain characteristics of the products/brands that lend themselves to
Using the Adidas example, what are the advantages and disadvantages of this type of (macro) influencer strategy?
Using the example of Daniel Wellington, what are the advantages and disadvantages of this type of (micro) influencer strategy?
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 high- or low-involvement decision?
Why have coffee shops been so popular with consumers?
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?
Find an example of how digital technology is changing the way we buy and suggest the implications for marketers.
Discuss the difference between attitudes and beliefs and make an argument for which is the most important for markets to consider.
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
Make a list of high- and low-involvement products and suggest how marketers should plan to communicate with potential target consumers of these products.
Regarding the purchase made in Question 2, what choice criteria did you use? Did they change between drawing up a shortlist and making the final choice?
Regarding the purchase made in Question 2, what decision-making process did you go through? At each stage (need recognition, information search, etc), try to remember what you were thinking about and
Choose a recent purchase which involved you and other people in the decision-making. Explain what role(s) you played in the buying centre. What roles did the other people play and how did they
Identify and explain the three contexts that are reshaping consumer markets.
Using the available information, suggest which country (Sweden, Germany, the Netherlands or Spain) and which accompanying PFM life stage you might target if you were responsible for developing a
Explain how the priorities of PFM change during his evolution and suggest what the implications are for marketing managers.

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