Questions and Answers of Principles And Practice Of Marketing

Responsiveness: how quickly do service staff respond to customer problems, requests and questions?
Understanding the customer: does it appear that the service provider understands customer expectations?
Security: can the service be used without risk?
Credibility: can customers trust the service company and its staff?
Reliability: is the service consistent and dependable?
Access: is the service provided at convenient locations and times, with little waiting?
Imagine you are the customer service manager for one of the Sandals resorts and there has been a serious incident of food poisoning that has resulted in several guests becoming ill. Suggest how you
Customer retention is at the centre of relationship management. Suggest why SRI has been successful in encouraging over half of its customers to return.
describe the nature and special characteristics of non-profit marketing
discuss the services marketing mix
explain how to position a service organization and brand
explain how to manage service quality, productivity and staff
explain how customer relationships should be managed
describe the activity sectors in the services industry
describe the nature and special characteristics of services
What are the dangers inherent in Burberry’s strategies since 1997?
What problems might arise in trying to build Burberry into a global brand?
What elements of the brand-building 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?
Justify whether you think Kim Kardashian can be described as a marketing genius? Do you think she is a positive role model for women and young girls?
How has the Kim Kardashian brand been leveraged through brand extension? Conduct online desk research to find examples of Kim’s endorsement of other companies’ products and services. What are the
What are the difficulties and risks associated with building a personal brand, as opposed to building a brand for a product or service?
What are the key factors that have contributed to the success of the Kim Kardashian brand? In particular, comment on the role and importance of social media in growing this brand.
What are the strategic options for pan-European brand building?What are the advantages and disadvantages of each option?
Suppose you were the marketing director of a medium-sized bank.How would you tackle the job of building the company brand?
From a branding perspective, suggest why Douwe Egberts has become involved with Prostate Cancer and the ‘A Better Breakfast’ campaign.
Discuss the extent to which this company has built customer-based brand equity for its brand.
Explain how Douwe Egberts has extended the brand and how this has enabled the brand to reach more customers.
discuss the arguments for and against global and pan-European branding, and the strategic options for building such brands
describe the two major forms of co-branding, and their advantages and risks
discuss the concepts of brand extension and stretching, and their uses and limitations
discuss why companies rebrand and explain how to manage the process
distinguish between family, individual and combined brand names, and discuss the characteristics of an effective brand name
explain how to build strong brands
define brand equity, the components of customer-based and proprietary-based brand equity and brand valuation
explain why strong brands are important
distinguish between a core and augmented product (the brand)
distinguish between manufacturer and own-label brands
define the concepts of product, brand, product line and product mix
Who buys LEGO Duplo and LEGO Architecture products? When and why do they buy LEGO Duplo and LEGO Architecture products? Using your answer to question 3, discuss whether LEGO is using the right
Apply the behavioural and psychological segmentation criteria presented in this chapter to the LEGO Duplo and LEGO Architecture product lines.Which criteria are the same for both product lines, and
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?
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
NABLABs often suffer from negative public perceptions regarding their image and taste. Suggest how these beers can be repositioned to make them more appealing to consumers?
Choose any one no-alcohol beer or low-alcohol beer that you are familiar with. Identify the positioning of this beer, i.e. its target market and differential advantage. How is the beer’s
Discuss the main challenges facing brewers in the NABLAB segment.What can companies and brands do to overcome these challenges?
Suggest what to consider when marketing NABLABs to millennials.
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.
Identify and explain the different types of data TomTom uses to supply navigational information for drivers.
Discuss how TomTom has used data to identify new markets.
Critically evaluate the ethical issues that may be associated with the use of AI technology.
Suggest alternative methods that Harley-Davison might use to research its market.
Can a chatbot always replace humans in marketing research? Discuss the downside of using computer-aided methods in market research.
Discuss the benefits of deploying AI technology for marketing research purposes.
Discuss the problems facing market research as a method of generating information about consumer behaviour.
What is the difference between a research brief and a proposal? What advice would you give a marketing research agency when making a research proposal?
Carry out desk research to find out which of the data suggested in your answer to Q2 can be legally stored under GDPR legislation.
Suggest the broad types of consumer data that a digital marketer might need to carry out the campaign.
Give an example of an online marketing campaign that targets consumers.
discuss the ethical issues that arise in market research
explain the processes involved with interpreting and presenting data and writing reports
discuss approaches to research design decisions: sampling, survey method and questionnaire design issues
discuss the role of exploratory research
explain how to prepare a research brief and proposal
distinguish between qualitative and quantitative research
describe the stages in the market research process
discuss the scope of market and marketing research
identify and discuss different types of data sources
discuss marketing analytics, goal setting and performance measurement
contextualize the use of big data for marketing decision-making
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.
Suggest how producers and manufacturers are involved in creating added value.
Apply the buying process model to this case and evaluate the role of the end consumer.
Discuss which type of B2B market Naked Wines is operating in and identify who are its customers.
Describe the ways in which Naked puts its customers at the core of its B2B marketing activities.
Explain how and why Naked Wines is doing things differently.
Debate the extent to which digital technology is redefining B2B purchasing.
What are creeping commitment and lockout criteria? Why are they important factors in the choice of supplier?
Discuss the activities B2B marketers might consider important.
Explain the importance of B2B markets.
Build a case report that shows the importance of the buying function at Iceland and highlight the potential impact of wrong buying decisions.
Discuss the extent to which Iceland’s buying team fits the conceptual model of a DMU.
discuss how to segment business markets
explain the influences that shape buying behaviour
discuss the people and process involved in B2B buying and marketing
explain the principles and practices of B2B marketing
understand and discuss the importance of B2B markets
This case study focuses on the impetus for fast-food outlets to become more sustainable in all their business practices. In an effort to adopt the principles of the UN Sustainable Development Goals
Chipotle was founded in 1993 by classically trained chef Steve Ells, with its first location in Denver, Colorado (Walker and Merkley 2017). Soon afterwards, Chipotle realized success as a
When Owen Baxter and Geoffrey Lewis (executives of the then-failing Hush Puppy brand of shoes) had a conversation with a New York stylist, they were told Hush Puppies had suddenly become hip in the
Discuss drivers for developing IMC campaigns and suggest the potential benefits.
Outline the elements of IMC and explain the relevance of each element.
Discuss how communication messages can be used to build a brand.
The complex model of communication presented in Figure 12.3 shows a network of linkages between people and groups in the communication environment. Discuss the relevance of this model to campaign
Explain how digital media and platforms are changing the focus of IMC campaigns.
Consider the characteristics of three tools from the promotional mix and suggest how they could be used as part of an IMC campaign.
Suggest why digital marketing has become a dominant marketing communications tool.
Identify the strengths and weakness of each of the media channels presented in Table 12.3. Media channel Broadcast Print Digital Social Outdoor Indoor Cinema Type Television, radio Newspapers,

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