Questions from Marketing Management

Q: 1. Marketing managers must be cognizant of the unique characteristics

1. Marketing managers must be cognizant of the unique characteristics of services: intangibility, inseparability, variability, and perishability. a. How does each of these characteristics potentiall...

Q: The service-profit chain guides managers toward understanding and facilitating successful

The service-profit chain guides managers toward understanding and facilitating successful linkages in the service delivery system to drive loyalty, revenue growth, and higher profits. a. What funct...

Q: Review Exhibit 10.5 and the accompanying discussion on search,

Review Exhibit 10.5 and the accompanying discussion on search, experience, and credence attributes of offerings. a. Why are the types of offerings on the far right side of the continuum – professiona...

Q: The market research director for John Deere has just received a call

The market research director for John Deere has just received a call from the marketing manager in the company’s lawn tractor division. The manager wants to know how the new advertising campaign is b...

Q: Review the Gap Model of Service Quality (Exhibit 10.6

Review the Gap Model of Service Quality (Exhibit 10.6). Consider each of the five gaps where customer expectations might not be met. Select a firm of your choice and for each potential gap list spec...

Q: Consider the five dimensions of service quality: tangibles, reliability,

Consider the five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. a. Identify a recent service encounter you have experienced as a customer (either B2C...

Q: Why might penetration pricing potentially negatively impact brand image and product positioning

Why might penetration pricing potentially negatively impact brand image and product positioning in the long run? Given this risk, why would a marketing manager use penetration pricing? Identify a br...

Q: Pricing against competitors is common. Yet the approach carries some

Pricing against competitors is common. Yet the approach carries some significant problems. a. What are the advantages of competitor-based pricing? b. What are the risks of using competitor-based pr...

Q: Review Exhibit 11.3 on price-quality positioning, along

Review Exhibit 11.3 on price-quality positioning, along with the accompanying discussion. a. Consider the low quality/high price quadrant. Identify a brand (other than the examples in the chapter) t...

Q: Select any three of the pricing tactics identified in the chapter.

Select any three of the pricing tactics identified in the chapter. For each tactic: a. Identify a brand (other than the examples in the chapter) that you believe is currently employing that tactic....