4. What are the five major decisions, known as "the five M's" that marketing managers must make in
developing an advertising campaign?
The organizations handle their advertising in different ways. In small companies, advertising is
handled by someone in t
3. List and discuss three elements that explain how many exposures, E, will produce a level of
audience awareness, A.
Media selection is finding the most cost-effective media to deliver the desired number and type
of exposures to the target audience. What
2. Name four common criticisms of direct marketing.
Direct marketing is the use of consumer-direct channels to reach and deliver goods and services
to customers without using marketing middlemen. Direct marketers can use a number of channels to
1. Describe the eight major modes of communication in the communications mix.
The marketing communication mix consists of eight major modes of communication.
1. Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or
1. What is one of the hottest marketing strategies for ensuring success in the highly competitive
2. What does San Antonio-based H.E.B. call its approach to lifestyle marketing in the grocery
One of the hottest marketing strate
2. After a retailer has defined the store's product assortment how might he develop a productdifferentiation strategy?
The product differentiation definition states that it is the process by which a product is
distinguished from others, so that it appeals
1. Explain the difference between a push and a pull strategy in marketing. Under which conditions
would each be appropriate?
Most producers do not sell their goods directly to the final users; between them stands a set of
intermediaries performing a varie
1. What percentage of U.S. toys is produced by foreign manufacturers? Why might this be a
2. What two consumer concerns drove several massive toy recalls?
Over 80 percent of all toys sold in the United States come from foreign manufacturers and f
5. What is the six-step procedure most firms use to set their pricing policy?
As an entrepreneur, setting a pricing strategy and policy for your products/services for the first
time when you develop it or when you introduce your product / service into a n
4. What are the five determinants of service quality in order of importance?
The service quality of a firm is tested at each service encounter. If service personnel are bored,
cannot answer simple questions, or are visiting with each other while customers
3. What are the five categories of offerings in the product-service mix?
A service is any act or performance one party can offer to another that is essentially intangible
and does result in the ownership of anything. Its production may or may not be tied
2. Identify and explain the six levels of the product hierarchy.
The product hierarchy stretches from basic needs to particular items that satisfy those needs. We
can identify six levels of the product hierarchy, using life insurance as an example:
1. Name and describe the three groups products can be classified into according to durability and
Products can be classified into three groups according to their durability or tangibility:
1. Nondurable goods are tangible goods that are norma
1. James Dyson's innovative ideas come from two sources. What are those sources?
2. James Dyson has begun experimenting with robotics and microchips to accomplish what
British industrial designer, Sir James Dyson is best known as the inventor o
4. What are the four stages in the Product Life Cycle? Describe what happens at each stage.
A new product progresses through a sequence of stages from introduction to growth, maturity, and
decline. This sequence is known as the product life cycle and is a
3. What are the three key consumer desirability criteria for POD's (points-of-difference)?
Points-of-difference (PODs) are attributes or benefits consumers strongly associate with a
brand, positively evaluate, and believe they could not find to the same e
2. What are the two basic approaches to measuring brand equity?
Brand equity is the added value endowed on products and services. It may be reflected in the
way consumers think, feel, and act with respect to the brand, as well as in the prices, market sha
1. Describe the functions a brand provides for the firm.
A brand is a name, term, sign, symbol or a combination of them intended to identify the goods
and services of one seller or group of sellers and to differentiate them from those of competitors. A
5. What are the seven design elements that effective Web sites feature? Define each of these.
Companies must design Web sites that embody or express their purpose, history, products, and
vision. A key challenge is designing a site thats attractive on firs
1. Why is the senior market becoming more attractive?
2. What generational group is powering the growth of seniors?
Although older Americans are often overlooked in the rush to target hipper, younger groups as
customers, in reality, seniors are a huge mar
5. The buying center consists of all members of the organization who play any of seven roles in the
purchase decision process. Name and define each of these roles.
Webster and Wind call the decision-making unit of a buying organization the buying center.
4. Distinguish between "family of orientation" and "family of procreation."
The family is the most important consumer buying organization in society, and family members
constitute the most influential primary reference group. There are two families in the
3. What is the difference between biogenic needs and psychogenic needs?
It is a known fact that consumers differ in personality and it is quite difficult to know their
individual need. But knowing what influence them to behave the way they are in purchasi
2. Name five ways companies can use their databases.
In general, companies can use their databases in five ways:
1. To identify prospects Many companies generate sales leads by advertising their product or
service. The ads generally contain a response fea
1. List the steps involved in conducting a customer value analysis.
Very often, managers conduct a customer value analysis to reveal the companys strengths and
weaknesses relative to those of various competitors. The steps in this analysis are:
What marketing research facts led Allstate to review its advertising and marketing strategies with
respect to the motorcycle market?
When market research indicated motorcycle riders werent even considering Allstate Insurance
during the insurance purchasin
3. Online research interviewing is estimated to make up 33% of all survey-based research in 2006.
Discuss the pros and cons of using this method of data collection.
Pros and cons online research:
Online research is inexpensive. A typical e-mail
2. The text describes ten megatrends that help shape the consumer landscape. Name these trends.
Megatrends have been described as large social, economic, political, and technological changes
that are slow to form, and once in place, they influence us for
1. What are the steps a company can take to improve the quality of its marketing intelligence?
A company can take several steps to improve the quality of its marketing intelligence.
Train and motivate the sales force to spot and report new developments. T
2. How might Wal-Mart use holistic marketing to address its mid-life crisis?
Holistic marketing concept is based on development, design, and implementation of marketing
programs, processes, and activities that recognize their breadth and interdependencies