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Sample questions from text test bank:
a. Locate two examples of technological innovations designed to enhance customer retention
and discuss them in class.
b. How can marketers use technology to improve customer retention and enhance their bonds
with customers?
c. Discuss the interrelationships among customer expectations and satisfaction, perceived
value, and customer retention. Why is customer retention essential?
d. A company is introducing a new e-Reader. Suggest segmentation, targeting, and positioning
strategies for the new product.
e. Does your lifestyle differ significantly from your parents’ lifestyle? If so, how are the two
lifestyles different? What factors cause these differences?
f. Describe the relationship between behavioral targeting and predictive analytics
g. Why do marketers have to reposition their brands? Illustrate with examples.
h. Explain how marketers can use each of the following into data predictive analytics: (1) the
websites consumers visit; (2) consumers’ levels of engagement with visited websites (i.e. the
pages viewed, lengths of visits, return to site frequency); (3) visitors’ interests, lifestyles and
personalities e.g. from the contents of their blogs, twits and Facebook profiles; (4) visitors’
purchases, almost purchases and abandoned carts, and product returns and exchanges.
i.
Discuss the advantages and disadvantages of using demographics as a basis for
segmentation. Can demographics and psychographics be used together to segment markets?
Illustrate your answer with a specific example
j.
How are market segmentation, targeting, and positioning interrelated? Illustrate how these
three concepts can be used to develop a marketing strategy for a product of your choice.
k. What is market segmentation? How is the practice of market segmentation related to the
marketing concept?
l.
A marketer of health foods is attempting to segment a certain market on the basis of selfimage. Describe how the marketer can use actual self-image and ideal self-image to do so.
m. Is there likely to be a difference in personality traits between individuals who readily
purchase foreign-made products and those who prefer American-made products? How can
marketers use the consumer ethnocentrism scale to segment consumers?
n. What are the advantages and disadvantages of using Maslow’s need hierarchy in
segmentation and positioning?
o. Why is it more difficult for consumers to evaluate the effective quality of services than the
quality of products?
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p. Why do marketers sometimes reposition their products or services? Illustrate your answers
with examples.
q. How can marketers use measures of recognition and recall to study the extent of consumer
learning?
r. What is the relationship between brand loyalty and brand equity? What roles do both
s. concepts play in the development of marketing strategies?
t. Describe in learning terms the conditions under which family branding is a good policy
u. and those under which it is not.
v. A college student has just purchased a new Apple iPad. What factors might cause the student
to experience post-purchase dissonance? How might the student try to overcome it? How
can the retailer who sold the iPad help reduce the student’s dissonance? How can the iPad’s
manufacturer help?
w. Explain how the product manager of a breakfast cereal might change consumer attitudes
toward the company’s brand by: (a) changing beliefs about the brand; (b) changing beliefs
about competing brands; (c) changing the relative evaluation of attributes; and (d) adding an
attribute.
x. A marketer of a new car model launched with commercials during the Super Bowl intends to
use attitudinal measures, as well as day-after recall tests, to estimate the commercials’
effectiveness. How should the company do so?
y. Why and how must marketers use fear appeals in advertising cautiously?
z. What are the advantages and disadvantages of using humor in advertising?
aa. Should marketers use more body copy than artwork in print ads? Explain your answer.
bb. Why has advertising on network TV and in magazines been steadily declining?
cc. List and describe two advantages and two disadvantages of mobile advertising.
dd. Compare the advantages and disadvantages of the following measurement techniques:
Google Analytics, media exposure effects, and Nielsen’s cross-platform measures.
ee. List and describe four advantages of social media over traditional media
ff. Describe Google’s role in advertising online.
gg. You are the marketing vice president of a large soft-drink company. Your company’s
advertising agency is in the process of negotiating a contract to employ a superstar female
singer to promote your product. Discuss the reference group factors that you would consider
before the celebrity is hired.
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hh. How can marketers use social networks, brand communities, and weblogs to locate new
customers and target them?
ii. Compare the advantages and disadvantages of the four methods of measuring opinion
leadership.
jj. How can companies strategically use buzz agents and viral marketing? Illustrate with
examples.
kk. What are reference groups? List and discuss at least four groups that influence your
purchases. For each group, indicate whether its major influence is comparative or normative
and explain your answers.
ll. Why is an opinion leader a more credible source of product information than an
advertisement for the same product? Are there any circumstances in which information from
advertisements is likely to be more influential than word-of-mouth?
mm.
Consider the Rolex watch, which has a retail price range starting at about $4,500 for
a stainless steel model to tens of thousands of dollars for a solid-gold model. How might the
Rolex company use geo-demographic clustering in its marketing efforts?
nn. Which status related variable—occupation, education or income—is the most appropriate
segmentation base for: (a) family vacations, (b) opera subscriptions, (c) subscribing to
online.wsj.com, (d) shopping at Whole Foods supermarkets, (e) buying from freshdirect.com,
(f) purchasing new models of the iPhone, and (g) becoming a member of a 24-hour fitness
center?
oo. Which of the five stages of the traditional family life cycle constitute the most lucrative
segment(s) for the following products and services: (a) TV cable subscriptions, (b) a Club Med
vacation, (c) Domino’s pizza, (d) iPods, (e) mutual funds, and (f) the fastest Internet access
available in one’s location? Explain your answers
pp. As a marketing consultant, you were retained by the Walt Disney Company to design a study
investigating how families make vacation decisions. Whom, within the family, would you
interview? What kind of questions would you ask? How would you assess the relative power
of each family member in making vacation-related decisions?
qq. Why are companies increasingly introducing green products and engaging in ecologically
friendly practices?
rr. The Citrus Growers of America are planning a promotional campaign to encourage the
drinking of orange and grapefruit juices in the late afternoons – an occasion when many
people reach for a soft drink. Describe how the organization can use two measurements of
culture (separately) to gather useful knowledge for planning its campaign.
ss. A manufacturer of fat-free granola bars is considering targeting school-age children by
positioning its product as a healthy, nutritious snack food. How can an understanding of the
three forms of cultural learning be used in developing an effective strategy to target the
intended market?
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