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Transcript
Michael Rosenberg
Homework # 2 of 8
Chapter 13, Review Questions, page 393
1. How, specifically, does marketing create place, time, and possession utility?
Marketing creates place by offering multiple locations for the same item for faster
access, time is created by how different venders can stock their items and deliver
to the consumer in time, and possession is created by simply having the item
available for ownership.
2. How is a marketing-oriented firm different from a production-oriented firm
or a sales-oriented firm? A marketing-oriented firm differs from productionoriented and sales-oriented firms in that marketing-oriented firms don’t
necessarily deal with handling the product, the main concern is getting the image
and information out to the public and handling the business end of it. The other
two deal with selling, shipping, and creating the products.
3. What are the major requirements for a group of individuals and
organizations to be a market? The individual must: be able to purchase the
product by exchanging money, goods, or services, willing to use their buying
product, and be socially and legally authorized to purchase the product. How does
a consumer market differ from a business-to-business market? Consumer
markets consist of purchasers and/or household members and business-tobusiness markets purchase specific kinds of products to use in making other
products for use in making other products.
4. What are the major components of a marketing strategy? A marketing
strategy consists of the selection and analysis of a target market and the creation
and maintenance of an appropriate marketing mix, a combination of product,
price, distribution, and promotion developed to satisfy a particular target market.
5. What is the purpose of market segmentation? It allows a firm to target more
than one audience and in effect have more options available so that the consumer
is satisfied. What is the relationship between market segmentation and the
selection of target markets? Marketing segmentation operates to the different
target markets by opening up new options to satisfy each market to the fullest.
6. What are the four elements of the marketing mix? The control of product,
price, distribution, and promotion. In what sense are they “controllable”? The
firm has the option to change each of these elements to their liking and for the
greater good of the sale.
7. Describe the forces in the marketing environment that affect an
organization’s marketing decision. The 6 forces that affect a marketing decision
include Economic forces, the effects of economic conditions on customers’ ability
and willingness to buy, Sociocultural forces, influences in a society and its culture
that result in changes in attitudes, beliefs, norms, customs, and lifestyles, Political
forces, influences that arise through the actions of elected and appointed officials,
Competitive forces, the actions of competitors, Legal and regulatory forces, laws
that protect consumers and competition and government regulations that affect
marketing, and Technological forces, technological changes that can create new
marketing opportunities.
8. What is a marketing plan and what are its major components? A marketing
plan is a written document that specifies an organization’s resources, objectives,
marketing strategy, and implementation and control efforts to be used in
marketing a product or group. The major components include covering the
assignment of responsibilities, tasks and schedules for implementation.
10. What new information technologies are changing the ways that marketers
keep track of business trends and customers? Databases store collected data
that can be taken from online sources and can be transformed into spreadsheets
that show demographics, purchases, free samples, and other consumer type
activities.
13. How are personal income, disposable income, and discretionary income
related? Personal income is what an individual receives from all sources minus
Social Security, Disposable income is personal income minus all additional
personal taxes and Discretionary income is disposable income minus savings and
expenditures on food, clothing, and housing. All are considered by marketers when
releasing products and services.
Discussion 3. Is marketing information as important to small firms as it is to
larger firms? Explain. No, smaller firms should already have a well enough idea
about their local markets and larger firms need demographic information so they can
cater to the larger diversity that makes up their multiple markets.
Discussion 4. How does the marketing environment affect a firm’s marketing
strategy? A marketing strategy is based off the market environment’s forces. The
environment and how it is run influences how a firm deal and distributes to their
customers.