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business
principles and practice of marketing
Questions and Answers of
Principles And Practice Of Marketing
Suggest how you would advise a company manufacturing tablet computers to communicate with PFM.
Who is important in the buying decision?How do they buy?What are their choice criteria?Where do they buy?When do they buy?
explain the influences on consumer behaviour—the buying situation, personal and social influences—and their marketing implications
describe the nature of consumer choice criteria and their implications
compare the differences in evaluation of high- versus low-involvement situations
discuss the marketing implications of need recognition, information search, evaluation of alternatives, purchase and post-purchase stages
describe the consumer decision-making process and how people buy
define the dimensions of consumer buyer behaviour
explore the changing context of consumer behaviour
Do you think that Coop’s initiatives will have an impact on purchase and consumption behaviour?
Do you think that it is possible for Coop to reduce costs, increase income and reinforce their brand, all at the same time?
What do you think is the main reason for Coop Danmark’s anti-food 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
Discuss the extent to which you think advertisers have a moral duty to embrace diversity and represent society at large in its output. Outline the benefits and risks.
Responding to public complaints about the Maltesers’ ‘New Boyfriend’ad, the Advertising Standards Authority (ASA) ruled that it was not unethical in its approach or tone. View the advertisement
Discuss the extent to which the Maltesers’ ‘Look on the light side of disability’ campaign can be seen as socially responsible advertising embracing diversity.
Channel 4’s CSR policy claims that diversity is ‘the lifeblood of the station’. Visit the Channel 4 website and access Channel 4’s Diversity Charter and their latest Annual Report. Identify
Make an argument for and against the adoption of a sustainable marketing approach.
Discuss how non-profit companies might identify and communicate with their three main target markets.
Suggest why societal marketing is becoming more important in commercial markets.
Evaluate the contention that if ethical consumption was the norm there would be no need to legislate to protect consumers.
Explain the three contexts which frame sustainable marketing activities.
Using the output of your review, suggest changes for their next sustainable marketing strategy that can help the charity to deliver on its priorities.
Review the extent to which the FA is achieving a balance in its application of sustainable marketing contexts.
discuss non-profit organizations
discuss societal marketing, describe the dimensions of CSR
discuss corporate social responsibility (CSR)
explain the stakeholder theory of the firm
describe ethical issues in marketing
explain the meaning of ethics, and business and marketing ethics
explain the dimensions of sustainable marketing
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
Define the VALs framework and discuss how this can be used as a method for identifying a target market.
Make a list of the brands that might profitably target ‘old people’.
Discuss the implications for the lifecycle stage model discussed in Chapter 3.
Think of a segmentation classification for ‘old people’ that would enable you to access this target group more precisely.
discuss the characteristics of developing an effective marketing mix
discuss positioning and repositioning strategies
define the concept of positioning and discuss the keys to successful positioning
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 and trends in target market development
discuss the methods of segmenting consumer markets
define the concepts of market segmentation and target marketing, and discuss their use in developing marketing strategy
What future consumer trends should Subway consider in its longterm marketing strategies?
What specific actions can Subway take to become more competitive in the German market?
Critically evaluate Subway Germany’s competitive and marketing strategies.
Conduct a SWOT analysis of Subway Germany. Prioritize your key findings and discuss options for Subway Germany to deal with them.
Using additional data from Internet sources, such as from company websites and media reports, conduct a competitor analysis of the German fastfood market.
Imagine you have an innovative business idea. From an implementation viewpoint, make a list of the problems you might encounter in bringing your idea to market.
Choose one of the companies above and suggest ways to improve or develop the implementation of its marketing strategy.
Using Bonoma’s appropriateinappropriate strategy matrix as guide, suggest which of the companies in this case apply to quadrants of the matrix.
For each of the companies in this case, identify the barriers and opportunities of their approaches to bringing the offer to market.
IKEA has chosen to enter new markets mainly by direct investment. What advantages does this form of entry give it? Why doesn’t IKEA use franchising like McDonald’s and Benetton as its main method
Discuss the importance of the Frozen franchise to the brand’s success.
Comment on how Disney has balanced standardization and adaptation to achieve worldwide appeal for the Frozen movie.
What are the factors that have led to Frozen becoming a successful global brand?
Suggest possible advantages of actively managing a company’s product portfolios.
Why did the sale of Birds Eye and its North American detergent business make strategic sense for Unilever?
To what extent does it appear that Unilever followed (i) the BCG GrowthShare Matrix, and (ii)the General Electric Market AttractivenessCompetitive Position Model approaches to portfolio planning
What challenges does Intel face as it moves into home entertainment, healthcare and mobile communications?
How has the corporate culture changed since Otellini became CEO? Support your answer with examples.
Locate each of Intel's moves (products and markets) since Otellini became CEO in the Ansoff product growth matrix. Justify your answer.
Interpret Intel’s move from its reliance on microprocessors for PCs into home entertainment, healthcare and mobile communications using (i) the product lifecycle, (ii) the BCG, and (iii) the
Explain the attack and defence strategies a company might need to use if they are the market leader.
Identify and discuss the weaknesses associated with General Motors’ marketing strategy. (Visit its affiliated sites: www.gm.com,www.opel.com, www.vauxhall.co.uk,www.chevrolet.com.)
What are Walmart’s sources of competitive advantage? How do these sources manifest themselves in creating competitive advantage for Walmart customers?
Review the strength of the PMIA brand’s position in the marketplace using the six elements of brand positioning.
Based on your understanding of this case, what do perceive is/are the significance of the PMIA brand image from a consumer and retail buyer's perspective?
What do you consider are the top three main challenges for Value Added in Africa?
Discuss the key decision marketing planners should make when setting marketing objectives.
The quote at the beginning of the chapter by business guru Gary Hamel suggests that marketing planning is somewhat Irrelevant. Discuss the extent to which you agree with this comment.
Discuss how macro and micro level influences might influence marketing planning decisions.
Find current evidence from the external marketing environment which is likely to have implications for the future direction of Dixons earphone’s marketing strategy.
Debate the extent to which the adopting of the marketing philosophy has transformed Dixons Carphone.
Explain how the KNOWHOW customer service brand has contributed to the performance of the marketing strategy.
Discuss how each of the business functions explored in this case have contributed to the success of Dixons’ marketing strategy plan.
Consider the extent to which Dixons Carphone has applied a formal marketing planning process, when devising its marketing strategy. Illustrate your answer with specific examples.
The best way of distributing an industrial product is direct from manufacturer to customer.Discuss.
What is the difference between channel decisions and physical distribution management? In what ways are they linked?
Which of the three organisations do you think will have the greatest chance of success with this channel strategy? Justify your choice with evidence from the case and other secondary data sources you
What problems did the three case retailers experience?
What factors might have stimulated these three organisations to adopt a ‘clicks to bricks’ channel strategy?
Discuss the key ethical issues a marketing manager might consider when planning a social media campaign.
Identify and explain the different types of digital marketing tools.
Consumer behaviour is highly variable and complex. Suggest what variables a marketing manager might use to help him gain a better understanding of the company’s online target audiences.
Is digital the death knell for marketing? Discuss how marketing might be affected by the dimensions of the digital communication environment.
Explain the meaning of the terms digital marketing and social media.
How does Google differentiate itself from the competition and, in doing so, create competitive advantage?
A lot of discussion is taking place regarding the integration of social media and other forms of marketing activity. To what extent does ‘real time marketing' lead to the possible fragmentation of
Who do you feel will be the audience for two screen viewing? What implications will this have for its use?
What are the pros and cons of using real time marketing?
Explain what is meant by marketing metrics. What measures can be used to measure the performance of HMV’s shops?
Describe what is meant by category management. How can HMV implement this system in its marketing department? Assess the usefulness of this form of staff organization in the addition of new product
Explain what is meant by internal marketing and why it is such an important issue in this case. How can the company ‘build a coalition’between staff based at head office and those who work in the
HMV implemented a strategy in 2010 based on marketing via retail shops; this could be described as inappropriate. Discuss this statement.Many retailers in the UK have not coped well as consumers
Imagine you are given the responsibility for implementing a new marketing campaign for Marimekko. Explain how you would go about this task.
Explain whether the marketing strategy of Marimekko can be considered as good implementation. Give examples to support your answer.
Discuss the steps Kirsti Paakkanen took to relaunch the brand.
Discuss the importance of the Armi Ratia’s vision and describe how this has shaped the cultural values of the Marimekko brand.
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