Question: Describe the benefits of relationship marketing.

> Discuss the authority of the Statements of Financial Accounting Concepts.

> Access the GASB website (www.gasb.org). List and summarize the GASB Concept Statements.

> How are FASB members chosen?

> Briefly explain the PCC Decision-Making Framework.

> What is the PCC?

> Access the FASB website (www.fasb.org), click the FASB Facts link, and name the current FASB Board members.

> What two governmental organizations were added to the list of sponsoring organizations of the FAF due to the establishment of the GASB’s authoritative status?

> What is the difference between the active voice and the passive voice? Give an example.

> Distinguish between primary authoritative support and secondary authoritative support.

> To conduct efficient research, where should one start in reviewing the accounting literature in search of a solution to a problem?

> Provide an example of structured and unstructured data.

> Define data analytics

> Briefly explain the distinction between qualitative and quantitative analysis in conducting data analytics.

> Access the IIA website (www.theiia.org).Listthreeupcoming training events along with the respective venues.

> Access the AICPA website (www.aicpa.org).UnderAccounting Standards, locate and list the three most recently issued exposure drafts of the Accounting Standards Executive Committee.

> Explain why plain English writing does not mean deleting complex information

> Why did the SEC bring an enforcement action against a CPA concerning research?

> What six principles of clear writing does SEC Release 33-7380 identify?

> Distinguish between a priori and a posteriori research. Which research is used more for planning work?

> Explain the difference in the revised Bloom’s Taxonomy between Understanding and Evaluating.

> What skills are important and tested in the CPA exam?

> How does writing a client letter differ from writing a memo to the file?

> What types of client letters are there?

> Explain the five basic steps in research.

> What are special concerns with e-mails?

> What consequences are considered in the standard-setting process?

> Explain how the research process adds value to the services offered by an accounting firm.

> Explain the analogy of the California court decision dealing with legal research as it relates to the accounting practitioner.

> Discuss how critical thinking relates to the term professional skepticism

> Provide an example of utilizing the research navigation guide.

> Define the term research.

> What are the three stages marketers use to measure brand loyalty?

> What steps do marketers take to make the introductory stage of the product lifecycle successful enough to reach the growth stage? What are some of the challenges they face?

> What is a line extension? Describe how one of the following might create a line extension. a. Angel Soft toilet tissue b. Kellogg’s Frosted Flakes c. Dunkin’ Donuts ground coffee d. Gain laundry detergent

> Describe briefly how L.L.Bean has achieved each of the objectives for developing a product line. Why do you think the firm has been successful?

> How do firms use benchmarking?

> How does marketing for installations and accessory equipment differ?

> What important features distinguish shopping products from one another?

> What are unsought products? Give an example of an unsought product, and explain how it might be marketed.

> What are the differences between consumer products and B2B products? Describe a product that could be used as both.

> Arm & Hammer extended the lifecycle of its baking soda by coming up with new uses for the product. Think of a product whose lifecycle you believe could be extended by finding new uses. Describe the product and your ideas for new uses.

> Do you agree that companies should have formal, written policies regarding the use of social media by employees in the workplace? Why or why not?

> Choose one of the following products and explain how it blurs the distinction between goods and services. a. knee replacement surgery b. dinner at a popular restaurant c. purchase and installation of a new roof d. a live concert e. a custom-made suit

> Explain how a firm goes about evaluating the lifetime value of a customer.

> Why is it important for a firm to manage the relationships along its supply chain?

> Describe each of the four types of business partnerships.

> Describe at least four qualities of a successful CRM system.

> Distinguish among grassroots marketing, viral marketing, and buzz marketing.

> Contrast qualitative and quantitative sales forecasting methods.

> Define and give an example of each of the methods of gathering survey data. Under what circumstances should researchers choose a specific approach?

> Distinguish among surveys, experiments, and observational methods of primary data collection. Cite examples of each method.

> Nearly 400 million rebates—worth about $6 billion—are offered to U.S. consumers by marketers every year. But do consumers like them? Often rebates require more effort than a consumer is willing to make to receive the cash back. Critics of the promotional

> What is sampling? Explain the differences between probability and nonprobability samples and identify the various types of each.

> Distinguish between primary and secondary data. When should researchers collect each type of data?

> List and explain the steps in the marketing research process. Trace a hypothetical study through the stages in this process.

> How do the activities of data mining and predictive analytics work together?

> How does the era of big data present opportunities and challenges to marketing researchers?

> What are the differences between full-service and limited-service research suppliers?

> Describe the experimental method of collecting primary data and indicate when researchers should use it.

> Outline the development and current status of the marketing research function.

> What are AIO statements? How are they used by marketers?

> How is segmentation by family lifecycle and household type useful to marketers? Briefly describe your own family in these terms, identifying characteristics that might be helpful to marketers for a firm selling HDTVs.

> The social-cultural environment can have a strong influence on the decisions marketers must make. In recent years, animal rights groups have targeted the manufacture and sale of foie gras, a European food delicacy made from goose and duck liver. Activist

> What is the fastest-growing racial/ethnic minority group in the United States? What types of things do marketers need to know about this group in order to market successfully to these consumers?

> What is the cohort effect? This chapter suggested that the rise of video games was sufficiently significant to have influenced a generation, currently referred to as the Millennials. Do you agree?

> How does a positioning map work? What are its benefits?

> Define and describe the different types of contractual agreements that provide flexible alternatives to exporting.

> What are the three alternatives for first-time exporters to reach foreign customers?

> Why has the progress of the WTO been slow?

> What are two major victories achieved by the Uruguay Round of GATT conferences?

> What are the two different classifications of tariffs? What is each designed to do?

> Why is a nation’s infrastructure an important factor for global marketers to consider?

> What type of nation benefits most from countertrade? Why?

> Why is it important for a firm to establish high ethical standards for sustainability? What role do you think marketers play in implementing these high standards?

> What are the benefits to firms that decide to engage in global marketing?

> What buying center participant is a marketer likely to encounter first? In the buying center, who has the formal authority to make a purchase?

> Give an example of a straight rebuy and a modified rebuy. Why is new-task buying more complex than the first two buying situations?

> Why are there more steps in the organizational buying process than in the consumer buying process? Explain why feedback between buyers and sellers is important to the marketing relationship.

> What are some of the environmental factors that may influence buying decisions? Identify organizational factors that may influence buying decisions. Describe the role of the professional buyer.

> For what reasons might a firm choose an option other than making a good or service in-house? Why is outsourcing on the rise? How is offshoring different from outsourcing?

> Give an example of each type of demand.

> How do the sizes and numbers of buyers affect B2B marketers? Why are buyer-seller relationships so important in B2B marketing?

> How is customer-based segmentation beneficial to B2B marketers? Describe segmentation by purchasing situation.

> Describe some of the factors that characterize U.S. government purchases. Why are institutional markets particularly challenging?

> The safe disposal of nuclear waste has been the topic of continuing public debate and an ongoing issue for marketers who work for nuclear power companies. This material is currently stored at 75 sites around the nation. To build a nuclear waste site, the

> Which is the largest segment of the business market? What role does the Internet play in the B2B market? What role do resellers play in the B2B market?

> What is learning as it relates to marketing? Explain the four steps in the learning process and give examples as they relate to marketing.

> What are the components of attitude? Explain the two ways in which marketers can try to change consumer attitudes toward their products.

> What are the three reasons that subliminal perception is unlikely to result in a purchase? Despite these findings, what role is neuroscience now playing in the creation of marketing messages?

> What are the two factors that interact to create a person’s perception of an object? How is this important for marketers?

> According to Maslow, what is the difference between needs and motives? How can marketers make use of these two concepts to lead consumers toward purchases?

> What are the four role categories that describe each spouse in a household? Which role has changed the most in recent years, and why?

> Describe a purchase that a consumer might make that would reflect his or her status within a particular group. If that person’s status increased, how might the purchase selection change?

> Why is the concept of acculturation important to marketers who want to target such groups as Hispanic, Asian, or African American consumers?

> For each of the following products, what steps might marketers take to transform them from a limited problem-solving situation for a consumer to a routinized response situation? a. Buying a gym membership b. Renewing a magazine subscription c. Making a h

> Netflix has made thousands of streaming videos available to its unlimited subscribers. How does this strategy demonstrate a strategic window for the company?

> How can companies benefit from blogs and avoid their downsides?

> How does an organization create a customer?

> Why is competitive bidding an important factor in major purchase decisions like vehicles for a police force, the construction of a bridge, or the manufacture of military uniforms?

> Under Staples’ “Easy Rebates” program, customers can submit most of their rebate applications online for products purchased over the Internet, through the catalog, and in Staples stores. Customers may also submit several rebates at once and receive email