Questions and Answers of Principles And Practice Of Marketing

Comment on the use of the various components of the integrated marketing communication strategy that Toyota South Africa used in its Buddy campaign.
How does Volvo plan to use digital marketing in its communication strategy and improve its relationship with customers?
Identify and evaluate the different elements of Volvo’s marketing communication strategy. How can Volvo differentiate itself from other car makers and give the company a competitive edge?
What factors are pushing Volvo to change its marketing communication strategy?
Discuss the main reasons for an organization becoming involved in event sponsorship.
Discuss the extent to which PR provides free advertising.
Explain the difference between public relations (PR) and media relations.
Describe the structure of a large advertising agency. Why should an advertiser prefer to use an agency rather than set up a full-service internal advertising department?
Describe the strong and weak theories of how advertising works.Consider the extent to which each theory is more likely to apply to the purchase of a branded fragrance and a bar of soap.
Select a leading European football team, identify its main sponsors and then suggest the benefits of the partnership for both sponsor and team.
Identify and discuss the potential challenges for Chevrolet and other partners when sponsoring Manchester United Football Club.
Explain what should be considered when selecting an event to sponsor.
discuss ethical issues in mass marketing communications
describe trade promotions
explain how to evaluate sales promotion
identify the major sales promotion types, including objectives
explain how to select and evaluate a potential sponsored event
discuss the objectives and methods of sponsorship
define public relations, key objectives, targets and characteristics
discuss the reasons for the growth of product placement
discuss the role of advertising, how it works and when to use advertising
explain the role of each of the tools in the mass communication promotional mix
Suggest how would you measure the effectiveness of eSports sponsorship.
Discuss how eSports sponsorship differs from traditional sports sponsorship.
Discuss the different factors that influence a brand to invest in eSports sponsorship.
Imagine you own a regional chain of Chinese/Indian takeaway restaurants; explain what you have learnt from Dominos transformation that could help you grow this business.
Explain the characteristics of all the promotional tools used by Domino’s and then suggest which are the most significant in driving the brand forward.
Debate the extent to which the success of the digital focus of Domino’s marketing efforts has surpassed the actual product.
Suggest how digital communications have enriched the communication process during the transformation.
Discuss how Domino’s has reinvented the brand using integrated marketing communications.
Discuss the advantages and disadvantages of adopting an IMC approach towards communication planning.
Discuss the drivers of an IMC and suggest possible limitations when developing a pan-European campaign.
Outline the stages in the IMC planning framework.
Suggest why media channel choice is increasingly important in the digital age.
Explain when a company might use different elements of the promotional mix.
Compare the possible use of advertising and personal selling in an IMC campaign.
Why do certain brands use animals in their campaigns?
Explain more fully why coming in late might be a valid approach for developing communication messages. Give examples of commercials that take this approach.
How does the interactional model of communication work for Hush Puppies?
consider the implications for planning communications for different audiences and contexts
explain the key characteristics of each of the main media channels
discuss the promotional communication mix
explain the distinction between mass and direct communications
describe the elements of integrated marketing communications
explain how to develop an integrated marketing communications strategy and set relevant communication objectives
Conduct additional secondary research and comment on the different types of new products that have resulted from the collaboration between Apple and Nike, i.e. product replacements, additions to
How has the collaboration between Nike and Apple given the Apple Watch Nike+ a competitive edge over rival wearable technology brands?
Comment on how the collaboration between Nike and Apple has been advantageous to both brands. Identify other high profile examples of successful brand collaborations.
In 2018, Fast Company identified Apple as the number one most innovative company in the world. Why do you think Apple has been given this accolade?
What is Keogh’s Crisps doing to ensure it will continue to innovate in the future?
How has Keogh’s Crisps achieved competitive advantage?
What approach does Keogh’s take to developing innovative products?
How has Keogh’s Crisps used innovation in marketing to build its brand?
Choose a successful innovation and then find out the history of its development. Identify the barriers and hurdles that were overcome between initial design stage and market success.
Your company has developed a new range of Thai curry sauce, intended to compete with the market leader. How would you conduct product tests for your new line?
Think of an unsatisfied need that you feel could be solved by the introduction of a new product. How would you set about testing your idea to examine its commercial potential?
Explain the different skills needed to be an innovation leader.
Explain the difference between an invention, innovation and new product development.
If you worked for a large multinational, suggest how you would incorporate frugal innovations into your marketing strategy.
What are ‘frugal’ innovations and how might they change the world?
explain the martech landscape
discuss the key ingredients in commercializing technology quickly and effectively
describe the stages in the new product development process
explain the concepts of idea realization and new product development
discuss the organizational options that apply to innovations and new product development
describe how to create and nurture an innovative culture
describe the different types of new products that can be launched
discriminate between innovation and a new product
Suggest how CRM can be used to develop customer relationships. In your answer, discuss the types of fan-related data that should be captured for Manchester City FC. Explain why you need to capture
Discuss the importance of using technology to engage and develop relationships with fans.
Discuss the benefits for Manchester City FC of building relationships with their fans.
Analyse 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 in which Starbucks ‘engages’ its consumers in customer relationships?
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.
For a brand of your choice, decide which distinct millennial segment is the most likely target group. Then suggest which digital media they are most likely to use and where the brand is mostly likely
How might social media affect the value of a brand name when targeting millennials? Discuss positive and negative influences.
How can brands use digital media to support brand development?
explain and discuss the function of customer relationship management (CRM)systems
discuss approaches towards customer loyalty programmes
explain the significance and benefits of customer retention
suggest ways of developing customer relationship strategies
discuss the nature of relationship marketing and how to build customer relationships
define the concept of relationship marketing
Discuss how Pret a Manger manages each of the elements of its services marketing mix, to deliver a distinctive customer experience and build its brand equity.
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?
Define the market environment 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?
Discuss the problems of providing high-quality service in retailing in central and eastern Europe.
Choose a company you are familiar with and have had reason to complain about. Discuss the barriers of service quality that the company might need to overcome for you to become a regular customer.
Explain service-dominated logic and how this helps to define services.
Tangibles: how well managed is the tangible evidence of the service(e.g. staff appearance, décor, layout)?
Communication: is the service described clearly and accurately?
Competence: do service staff have the required skills and knowledge?
Courtesy: do service staff act in a friendly and polite manner?

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