Download Name: Kammerman 1030 If you can answer these questions you`ll

Name:
Kammerman 1030
If you can answer these questions you’ll be alright on the final 
Chapter 1
Your friend is writing a "how to" book and asks you for marketing advice. You start by exploring the four Ps. What
questions will you ask? Be specific; your friend is creating a book.
The text states, "Good marketing is not a random activity." Create an example to respond to this statement.
As your first assignment in an advertising agency, your manager asks you to come up with messages for three billboards
promoting the university you attended. The manager wants one ad for each of the three types of promotion objectives.
Create an example of one sentence billboard advertising message for each objective.
Chapter 2
As the text states, "Firms typically are most successful when they focus on opportunities that build on their strengths
relative to those of their competition." Using the automobile industry in the United States, describe an example of this type
of positioning strategy.
One of the benefits of taking marketing courses is the opportunity to apply marketing concepts to marketing yourself.
When selling yourself, you are a product including all the skills, aptitudes, and attitudes you bring to the market. What is a
sustainable competitive advantage? What can you do to give yourself a sustainable competitive advantage in the
marketplace?
As the text states, "Firms typically are most successful when they focus on opportunities that build on their strengths
relative to those of their competition." Using the automobile industry in the United States, describe an example of this type
of positioning strategy.
Chapter 3
Explain the 4E framework for social media, and identify the social and mobile media tools that are most effective for
accomplishing each of the 4Es.
A local manufacturer has developed a scented USB drive targeted strictly at male consumers. The scents include options
such as pine, bacon, and beer. Using the 4e framework, briefly describe the target client, and outline a complete social
media program for this new product.
Name:
Kammerman 1030
Suppose that Samsung wants to create a social media program to build consumer engagement around a new line of
smartphones. Using the 4E framework, explain (with examples) how Samsung could build this program.
Chapter 4
Burt's Bees mission is an "Earth Friendly, Natural Personal Care Company." As part of that mission, Burt's Bees has a
"Zero Waste to Landfill" initiative. During what phase of the strategic marketing planning process would this initiative be
pursued?
Identify how a company might evaluate whether or not to support the United Way, a program that collects donations and
distributes them to a wide range of charities.
The CEO of your firm, a distributor for a domestic beer manufacturer, has asked you to take on a special project. She has
been hearing about a growing trend toward corporate social responsibility, but wonders if this is a reasonable investment
for the firm. Outline the costs and benefits in general terms and draw your own conclusion for her consideration.
Chapter 5
Which social trend would lead you to purchase a protection plan against identity theft?
Imagine that you have just been made the marketing manager for your university. Your first task is to assess your
university's immediate environment. What questions will you likely ask?
Irvina is a general practice physician. Her office includes a number of nurses, clerical assistants, and a physician's
assistant. She runs a well-organized practice, but she depends on a variety of corporate partners to create value for her
patients. Who are likely to be Irvina's corporate partners and how do they help or hinder her efforts to create value?
Chapter 6
Marketers believe that the decision making process begins with a consumer's need recognition. Not everyone agrees.
How would you answer critics who believe marketers can force people to buy things they don't want?
What is the difference between a functional need and a psychological need? How can getting a college education fulfill
both types of needs?
Using automobiles as an example, explain the differences between universal, retrieval, and evoked sets, and identify the
one that is most important to marketers.
Chapter 9
Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?
Name:
Kammerman 1030
In theory, why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?
Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on retention of
current students. You have a choice of segmenting the undergraduate student market on either a geographic or
psychographic basis. What is the difference between the two? Which would you recommend, and why?
Chapter 10
During a recent budget cutting session, the finance manager at Eastern Shore Bank proposed eliminating the market
research budget. You are the marketing director. What general arguments would you use to defend expenditures on
market research?
Marketing researchers have access to a great deal of information about consumers. What kinds of pressure might be
brought to bear on a marketing researcher that might cause ethical dilemmas?
In 2005, a new federal law allowed consumers once-a-year free access to their credit reports. Many consumers who
accessed their credit reports were surprised by the amount of information collected. What can marketers and market
researchers do to minimize consumers' privacy fears?
The text lists a number of major syndicated data services including ACNielsen and SymphonyIRI. Obviously, these firms
provide value to marketers or they would go out of business. What advantages do syndicated data services provide
relative to marketers conducting primary research to address their research needs? What are the disadvantages
associated with using syndicated data services?
Chapter 11
Though most universities are nonprofit organizations, they are engaged in marketing strategy choices, just like
businesses. For example, universities must decide if they should increase or decrease product mix breadth, or increase or
decrease product line depth. Using your university, describe a real or plausible example of each of these four potential
changes.
Believe it or not, Walmart's first designer label clothing brand is called George. Few Americans know the George brand
but in Britain it is well regarded and sold in stand-alone George stores. What would be the benefits to Walmart if the
George brand of clothing became recognized and desired in the United States?
Creating brand awareness is the first step in creating brand equity. Political candidates know name recognition is critical
to success, but at the congressional level over 90 percent of incumbents get reelected. If you were marketing advisor to a
challenger for the congressional seat in your district, what would you recommend the candidate do to create brand/name
awareness?
Chapter 12
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Kammerman 1030
Think back to a time when you have said, "This is great idea. How come nobody thought of this before?" Assuming no
one has thought of it before, what would be the first steps to take to develop a new product idea?
Respond to the statement, "Create or die," from a new product innovation perspective.
A good friend of yours wonders why you always seem to have the latest technology, long before anyone else. He then
says, "I always want to wait until the bugs have been worked out. It saves me money and aggravation." Use diffusion of
innovation theory to explain how you differ as consumers, and what this means to marketers.
Chapter 13
Why is it important for marketers to pay special attention to providing excellent customer service?
Dentists know most consumers are hesitant to use their services, in part because what they provide can be painful or
uncomfortable at best, but also because much of what they provide is intangible. What is intangibility? How can dentists
attempt to overcome intangibility aspects of their service?
Garrett was impressed with the service he received at a local wine store. He thought the salesperson was attentive and
knowledgeable. His friend, Juanita, who was with him and is very knowledgeable about wine, thought the salesperson
was pushy and not well-informed. What does this example suggest about customers' service expectations?
Chapter 14
Developing a good pricing strategy is essential to the financial well-being of a firm. Even though a firm has an excellent
strategy, what are continuing threats to the strategy?
Suppose that a friend asks you to drive him to the airport this weekend so that he can catch a flight. He pays you for the
gas used driving to the airport, and for the cost of parking the car at the airport while you help him in with his bags. He
then declares that you are now "even," since he has fully compensated you for any costs you incurred in helping him get
to his flight. From your perspective, what aspects of the "price" of taking your friend to the airport has he omitted?
Most public colleges charge less than half the price of similar private colleges. How can each type of college be delivering
value?
Chapter 15
Explain the key difference among the three different pricing methods a firm might choose.
Harry's Industrial Supply Company has always used cost-based pricing. Harry's son-in-law is joining the business and
recommends they change. Harry enumerates the advantages of cost-based pricing, while his son-in-law points out the
disadvantages. What will each of them say?
Name:
Kammerman 1030
Harry's Industrial Supply Company has always used cost-based pricing. Harry's son-in-law is joining the business and
recommends they change to value-based pricing. Harry enumerates the disadvantages of value-based pricing, while his
son-in-law points out the advantages. What will each of them say?
Chapter 18
What is noise in the communication process? What are the three typical sources of noise? Provide an example of noise
you have experienced or observed.
There is an old advertising adage, "I know I'm wasting half of my advertising budget. I just don't know which half." What is
the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and
which doesn't?
Kim and David's Kayak Tours offers a variety of coastal kayaking trips. When they started their business, they
experimented with advertising but were disappointed with the results. A friend has suggested using sales promotions
instead. What are their sales promotion options? Which would have the best potential for success, and why?
Chapter 19
Why do many people think advertising and marketing are synonymous?
Marketers know perception is a highly selective process. What does this mean for advertisers?
The first step in developing an ad campaign for Jason's reggae band is to identify his target audience. Why is this a
starting point for effective advertising? What does identifying his target audience involve?