Questions from General Marketing

Q: What are some of the benefits and drawbacks of using celebrity testimonials

What are some of the benefits and drawbacks of using celebrity testimonials in advertising? Identify an ad you believe makes effective use of a celebrity’s endorsement, and explain why.

Q: How might transportation firms use security measures to build trust with customers

How might transportation firms use security measures to build trust with customers and strengthen their position in the marketplace?

Q: Think back to publicity you have heard recently about a company or

Think back to publicity you have heard recently about a company or its products. If it was good publicity, how was it generated and what media were used? If it was bad publicity, where did you learn a...

Q: Suppose you are a marketer for a U.S. manufacturer

Suppose you are a marketer for a U.S. manufacturer of pet supplies. Two top executives have proposed expanding the company by opening retail stores and marketing pets on-site—puppies, kittens, rabbits...

Q: Green Mountain Coffee Roasters is well known for its specialty coffees,

Green Mountain Coffee Roasters is well known for its specialty coffees, available in many retail outlets such as supermarkets and convenience stores. But visit a medical office or a car dealership, an...

Q: Prices at amusement parks might rise if operators such as Disney and

Prices at amusement parks might rise if operators such as Disney and Universal Studios add new rides. The parks also have to deal with high fuel prices. List as many things as you can think of that pa...

Q: Recording artists earn only about 9 percent in royalties per CD,

Recording artists earn only about 9 percent in royalties per CD, using a royalty base of retail price less 25 percent for packaging costs. The rest goes to the producer and to cover recording costs, p...

Q: Some finance experts advise consumers not to worry about rising gasoline prices

Some finance experts advise consumers not to worry about rising gasoline prices, the cost of which can easily be covered by forgoing one takeout meal a month, but to worry about how high energy prices...

Q: Capital Motors, a car dealership, recently announced that it will

Capital Motors, a car dealership, recently announced that it will rely less on high-volume strategies such as discounts and rebates to improve its profitability. Another strategy it will employ is to...

Q: When Chinese automakers recently began exporting cars, rather than focusing on

When Chinese automakers recently began exporting cars, rather than focusing on developed nations in the West, they are shipping autos to emerging markets in countries such as Algeria, Russia, Chile, a...