Applied Marketing Questions prepared for developing the skills for application of marketing knowledge.

Q#1)Mischa developed a nutritious food product ideal for children who do not eat vegetables and fruits. The product is packed with nutrients but has a taste that appeals to the discriminating palate of young children. Mischa believes that her product will sell primarily because of its innovative quality, so she has centered the marketing of her product on this aspect. Describe the marketing concept Mischa has applied. (126)

Hint to find your Answer: The production concept era spans from the Industrial Revolution until the 1920s, during which most companies focused solely on production. The prevailing mindset was that a good-quality product would simply sell itself.

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Q#2) The shoe business of the Chan sisters expanded because they consistently diagnosed and satisfied the needs of their market through constant interaction. Over time, the sisters developed a system where customers could even order shoes according to their preferred design. As a result, they've maintained a long and sound relationship with their customers. Explain the marketing concept that is evident in this strategy. (127)

Hint to find your Answer: The customer relationship management (CRM) approach became popular in the 1990s. The customer relationship era had its focus on satisfying customer satisfaction

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Q#3) Discuss the five steps of the marketing process. (128)

Hint to find your Answer: These five steps will promote and boost the business of any organization if they are well implemented.

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Q#4) Prompted by the worry over the controversy surrounding weight loss pills, the drug company Plaquesa decided to market its product as a food supplement drug. The product's ads even stress the scientific evidence regarding the healthy effect of the pill. Describe the questionable marketing tactic that is evident in this example. (129)

Hint to find your Answer: "Deceptive labeling" is a questionable marketing tactic and an inexcusable business behavior that could put customers in peril. Packaging a product by claiming that is different than its real form is dishonest behavior.

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Q#5) Two cruise lines are contending for top spot in Halifax. Their similar prices and similar levels of competence are making their economic competition quite tight. However, Sealine Cruises has managed to achieve top spot over blue line Cruises since it applied a "party theme" for each voyage, in which the crew dressed up in costumes in accordance with a certain theme. Discuss the "P" factor of the marketing mix Sealine Cruises used and its effect. (130)

Hint to find your Answer: In a competitive business, companies need to outdo each other. Maintaining and enhancing the "4 Ps" of marketing (product, price, promotion, and place) is necessary for any business to dominate or merely to be in competition with others.

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Q#6) Cecilia is a stay-at-home mom who brings her two kids to school first thing in the morning. They commute to school, counting on only two buses that run the neighborhood route. This presents a problem when the bus becomes unavailable on certain days. Talking with other parents in the neighborhood about this concern, she determined that there is a market need for a driving service. Cecilia then takes out a loan and purchases a van to be used as a school bus. Evaluate the steps Cecilia missed in the marketing process. (131)

Hint to find your Answer: No matter the nature and size of any business venture, it is most important to follow the marketing process in order to make the venture succeed. Neglecting a step could put the business at great risk.

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Q#7) Darla is a young entrepreneur who bakes delicious snacks and markets them in her community by selling them door-to-door and to a local caf. Recently, however, her usual sales went down because some of her customers in the neighborhood ordered snacks online that were delivered from a nearby community. Discuss the marketing factor that affected Darla's business performance. (132)

Hint to find your Answer: To effectively manipulate the marketing mix, entrepreneurs and business people have to deal with marketing environments, which greatly influence consumer power and attitude.

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Q#8)The leading Canadian supplier of backpacks and school supplies experienced a huge increase in sales when it launched its new advertisement, a commercial that showed popular teenage celebrities using its gear. Determine the marketing environment that influenced the phenomenon. (133)

Hint to find your Answer: To effectively manipulate the marketing mix, entrepreneurs and business people must deal with marketing environments, which greatly influence consumer power and attitude.

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Q#9) Ronald is in total control of his marketing plan. He researched, studied, and carefully laid out the "4 Ps" of the marketing mix, and he expected his sales to go through the roof. However, after months of launching his product in the market, Ronald found he barely balanced his capital with the profit. Provide the factors that might be the possible causes of this unfortunate occurrence. (134)

Hint to find your Answer: The marketing mix may be controlled by the business planner, but external forces such as the marketing environments cannot be easily manipulated, only effectively dealt with. (Other answers can also apply.)

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Q#10As a home-based baker, your primary target market is your own neighborhood. You have learned recently that two new neighbors have moved in your block and that unlike the common familial set-up in your community, both families have a number of little children. Discuss the aspect in the marketing environment that has changed with this new development. (135)

Hint to find your Answer: Demographic shiftssuch as age, gender, ethnicity, and marital statusand changing values can signal opportunities for businesses.

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