Questions and Answers of Principles And Practice Of Marketing

Draw up a SWOT analysis for Pandora.
discuss recommendations to overcome marketing planning problems
describe the rewards and problems associated with marketing planning
discuss implementation and control in the marketing planning process
explain marketing mix decisions in relation to the planning process
identify the components of core strategy and how to test its effectiveness
discuss the nature of marketing objectives
explain the marketing audit and SWOT analysis
describe the concept of the business mission
discuss the process of marketing planning
identify the key planning questions
describe the role of marketing planning within businesses
What advantages does a Sainsbury’s and Asda merger provide for the combined company, and what are the risks?
Assess the actions taken by Andy Bond and Andy Clarke to revive Asda.
Why did Asda’s fortunes worsen around 2004?
Did Walmart’s acquisition of Asda make competitive sense?
On the basis of the SWOT analysis, what are your recommendations for ASOS?
To what extent does ASOS operate an integrated distribution channel system?
What are the considerations a retailer might make when planning its channel strategy?
What can be done to improve customer service standards in physical distribution?
Describe situations that can lead to conflict between channel members. What can be done to avoid and resolve conflict?
What is meant by the partnership approach to managing distributors? What can manufacturers do to help build partnerships?
At the opposite end of the spectrum from fast fashion is the ‘slow fashion’ movement, which advocates buying fewer clothes of better quality that will last longer and help to save the
Suggest why Zara doesn’t just use the garment ranges developed in the winter for the northern hemisphere and then sell them on in the southern hemisphere.
Discuss the implications of shorter product life-cycles for a clothing manufacturer like Zara and H&M.
discuss ethical issues in distribution
explain online social and mobile commerce
discuss retailing and retail marketing
explain how to improve customer service standards in physical distribution
explain retailing, physical and digital channels to market distribution
discuss the five key channel management issues: member selection, motivation, training, evaluation and conflict management
discuss the three components of channel strategy: channel selection, intensity and integration
explain how to determine channel strategy
describe the functions and types of channels of distribution
A lot of discussion is taking place regarding the integration of social media and other forms of marketing activity. To what extent does realtime 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?
Imagine you are about to deliver a talk to a group of digital marketing trainees. Your challenge is to explain in your session how the GAFAM brands are valued by their users.
Think about a typical day in your life. Map how you interact with the GAFAM brands, and also note how much of your day is spent in touch with each. Then estimate how much of your attention is given
Suggest why they have become so successful.
Explain how each of the GAFAM brands create competitive advantage.
Discuss how digital marketing is challenging traditional marketing.
Debate the extent to which brands should consider the dark side of digital marketing when planning campaigns.
Explain social media and suggest how this growing phenomenon might be used by marketing managers.
Explain what additional considerations a marketer should make(going beyond segmentation, targeting and positioning discussed in Chapter 7) when planning the targeting digital campaign.
Discuss the key considerations when developing a digital and social media campaign.
Suggest how a business-to-consumer organization might use a multichannel approach. Give examples of companies using a multichannel approach.
Discuss the differences, advantages and limitations of social media and a communication tool.
Identify and explain the different types of digital media.
Identify the key dimensions of the digital communication environment.
Organizational structures have adapted to the rapid rise of the web. To what extent do you expect crowdsourced marketing campaigns, such as the Doritos ‘Crash the Super Bowl’ campaign, to
To what extent do you think that crowdsourcing and conventional marketing approaches are compatible?
A big factor in crowdsourcing is that it enables the public to influence a marketing communication. What are the pros and cons of this type of influence?
Click-through rates: how many visitors arrive at the website from banner advertisements or web links from other sites?
Conversion rates: what is the proportion of visitors who place an order? What is the proportion of recipients of email or mobile campaigns or proportion of iTV viewers who place an order?
Which product categories generate most sales?
What are the most popular pages and products? What are the least popular?
What is the average length of time visitors spend on the website?
What is the number of visitors to the website per month?How many viewers watch the interactive television(iTV) commercials?
How well are the expectations of consumers being fulfilled by the company’s digital marketing activities? For example, is the website easy to use? Are the email or mobile campaigns well received or
What specific strategic resources, capabilities and competences are required for successful digital marketing?
discuss the dark side of digital marketing
discuss digital marketing implementation
discuss digital marketing campaign planning
identify the dimension of the digital marketing environment
explain each of the forms of digital media
explain the concepts of digital marketing and digital media
Discuss the factors that have influenced the growth of direct marketing in recent years.
Select a major event where there could be significant demand for accommodation, for example the Oscar Awards in the USA or the Football World Cup. Discuss how you would manage a direct mail campaign
Discuss direct marketing techniques, other than the ones presented in this case study, that Airbnb could use as part of its future campaigns.
Discuss the potential benefits and limitations of direct marketing communications for Airbnb.
Discuss the importance of setting clear marketing objectives for trade fairs and exhibitions.
Explain the benefits of using exhibitions for buyers and sellers.
From your own personal experience, do you consider salespeople to be unethical? Can you remember any sales encounters when you have been subject to unethical behaviour?
You are the new sales manager of a company selling natural ingredients to the pharmaceutical industry. Discuss how you would motivate and manage your salesforce.
Imagine you are face to face with a customer for that car. Write down five objections to purchase and prepare convincing responses to them.
Select a car with which you are familiar. Identify its features and translate them into customer benefits.
Discuss why databases are important for marketing communication campaigns. Explain the types of information that are recorded in a database.
Define direct marketing. Identify the different forms of direct marketing. Give an example of how at least three methods can be integrated into a marketing communications campaign.
Discuss the challenges that a direct marketer might face when selecting direct marketing methods.
Explain the type of data you might need to gather if you wanted to improve customer retention.
Why do companies launch loyalty cards?
discuss exhibitions and trade shows in a business-to-business context
explain key account management in business-to-business (B2B) markets
consider the key issues involved in sales management
discuss the characteristics of personal selling and the stages in the selling process
discuss the ethical issues in direct communications
describe the media used in direct marketing
discuss the importance of database marketing and how database marketing creates a foundation for customer relationship management
describe the reasons for the growth in direct marketing communication activity
explain the concept of direct marketing and how to manage campaigns
discuss the key direct communication tools: direct marketing, personal selling and exhibitions
Thinking about the recalling of Toyota vehicles, if you were to change/replace your current vehicle, how would this recall issue affect your consideration of Toyota?
Thinking about this advertisement, if you were to change/replace your current vehicle, how would this advertisement affect your consideration of Toyota?
Has the advertisement improved your perceptions of the brand?
How did the advertisement make you feel about Toyota?
What suggestions do you have for Steve concerning a follow-up campaign for future ranges and models?
Comment on the negative situation facing Toyota South Africa. What role does a marketing communication campaign play in this situation?
How does a dog (like Buddy) reflect the brand? How does this benefit the brand?
How do you think Buddy was able to connect with Toyota owners and the general public?

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