What are the primary purposes of personal selling?
> Define interactivity and explain its significance. How can marketers exploit this characteristic to improve relations with customers?
> How does e-marketing differ from traditional marketing?
> How has digital media affected the pricing of products? Give examples of the opportunities and challenges presented to marketers in light of these changes.
> How do the characteristics of digital marketing affect the promotion element of the marketing mix?
> How can marketers exploit the characteristics of the Internet to improve the product element of their marketing mixes?
> Describe the different Technographic segments. How can marketers use this segmentation in their strategies?
> How has digital media changed consumer behavior? What are the opportunities and challenges that face marketers with this in mind?
> In which ways can word-of-mouth communication influence the effectiveness of a promotion mix for a product?
> Why are social networks becoming an increasingly important marketing tool? Find an example online in which a company has improved the effectiveness of its marketing strategy by using social networks.
> Explain the distinction between push and pull media. What is the significance of control in terms of using websites to market products?
> Review the various types of pricing strategies in Table 20.3. Which of these is the most appropriate for your product? Table 20.3 Table 20.3 Common Pricing Strategies Differential Pricing Psychological Pricing Negotiated pricing Reference pricing S
> Identify the six stages in the process of establishing prices.
> Evaluate the following statement: “Appropriate advertising media are always available if a company can afford them.”
> Describe the function and effectiveness of brand ambassadors. What are some risks associated with choosing a brand ambassador?
> Of the various pricing objectives, which one does Under Armour appear to be pursuing in its marketing of running shoes, and why?
> Review the key concepts of addressability, interactivity, accessibility, connectivity, and control in Table 10.1, and explain how they relate to new social media. Think about how a marketing strategy focused on new social media differs from a marketing c
> Would you recommend that Under Armour use cost-based pricing, demand-based pricing, or competition-based pricing for a new shirt equipped with LED lights? Explain your answer.
> When pricing its products, what external factors should Standard Renewable Energy pay particular attention to, and why?
> Discuss the impact of strategic alliances on international marketing strategies.
> Does geographic pricing affect what business customers pay for a wind turbine they buy from Standard Renewable Energy compared to prices paid by nonbusiness customers? Explain your answer.
> How are value-conscious, price-conscious, and prestige-conscious customers likely to react to the price of a wind turbine?
> List the characteristics of products that have inelastic demand, and give several examples of such products.
> What is the reason for using the term F.O.B.?
> Chambers Company has just gathered estimates for conducting a breakeven analysis for a new product. Variable costs are $7 a unit. The additional plant will cost $48,000. The new product will be charged $18,000 a year for its share of general overhead. Ad
> Explain why optimum profits should occur when marginal cost equals marginal revenue.
> How can a product’s characteristics affect the composition of its promotion mix?
> No matter what marketing media are used, determining the correct marketing mix for your company is always important. Think about how social media might affect the marketing mix.
> Why do most demand curves demonstrate an inverse relationship between price and quantity?
> Compare and contrast price and nonprice competition. Describe the conditions under which each form works best.
> Why are pricing decisions important to an organization?
> What are the major methods used for transfer pricing?
> What should marketers consider as they decide whether to license or enter into a joint venture in a foreign nation?
> Compare and contrast a trade discount and a quantity discount.
> How do legal and regulatory forces influence pricing decisions?
> What types of expectations may channel members have about producers’ prices? How might these expectations affect pricing decisions?
> In what ways do other marketing mix variables affect pricing decisions?
> Do you think price competition plays a role in the way baseball teams price their single-game tickets? Explain your answer.
> Why is it hard for firms to monitor and protect against intellectual property violations over the Internet?
> How do target market characteristics determine which promotional methods to include in a promotion mix? Assume a company is planning to promote a cereal to both adults and children. Along what major dimensions would these two promotional efforts have to
> How does dynamic pricing allow a team to judge the price elasticity of demand for a particular game and then use this information in future pricing decisions?
> What other marketing mix variables must teams consider when using dynamic pricing to set ticket prices? Why?
> Why do you think more targeted promotional efforts such as personal selling and sales promotion are necessary for Nederlander’s specific target market?
> Describe how Nederlander’s strong customer relationship management results in increased loyalty to the organization.
> How does Nederlander’s Audience Rewards program result in a competitive advantage?
> How will NAFTA affect marketing opportunities for U.S. products in North America (the United States, Mexico, and Canada)?
> How do driver appearances on television and public events contribute to promoting the Indy Racing League?
> How does the Indy Racing League utilize the various components of integrated marketing communication?
> What is the link between sponsorships of cars and drivers by corporations and promotion of the IRL?
> How has Internet piracy impacted organizations?
> Would you recommend that Urban Farmz use promotional pricing at the farmers’ markets where it regularly sells its products? If so, which techniques would you suggest, and why?
> Identify the steps of the personal selling process. Must a salesperson include all these elements when selling a product to a customer? Why or why not?
> What is personal selling? How does personal selling differ from other types of promotional activities?
> For each of the following, identify and describe three techniques and give several examples: (a) consumer sales promotion methods and (b) trade sales promotion methods.
> What is sales promotion? Why is it used?
> How does a sales manager, who cannot be with each salesperson in the field on a daily basis, control the performance of sales personnel?
> What major factors should be taken into account when designing the size and shape of a sales territory?
> If you were asked to provide a small tip (or bribe) to have a document approved in a foreign nation where this practice is customary, what would you do?
> Explain the major advantages and disadvantages of the three basic methods of compensating salespeople. In general, which method would you prefer? Why?
> What are some ways organizations can guard against intellectual property violations on their websites?
> What major issues or questions should management consider when developing a training program for the sales force?
> How should a sales manager establish criteria for selecting sales personnel? What do you think are the general characteristics of a good salesperson?
> Identify and briefly describe the four promotional methods an organization can use in its promotion mix.
> Identify several characteristics of effective sales objectives.
> Why are team selling and relationship selling becoming more prevalent?
> Are order getters more aggressive or creative than order takers? Why or why not?
> How does a salesperson find and evaluate prospects? Do you consider any of these methods to be ethically questionable? Explain.
> Review the various types of salespeople described in this chapter. Given your promotional objectives (from Chapter 16), do any of these types of salespeople have a place in your promotional plan?
> Evaluate each type of consumer sales promotion as it relates to accomplishing your promotional objectives.
> Identify the resellers in your distribution channel. Discuss the role that trade sales promotions to these resellers could play in the development of your promotional plan.
> What should evo's marketing strategy be to go global? Evo is an active sports retailer that has unexpectedly become a global distributor. Founded as an online store in 2001, the company opened its first retail store in 2006; this combination of e-commer
> Why do you think this chapter focuses on an analysis of the international marketing environment?
> Why is personal selling useful for marketing Mistine products?
> What has given Mistine its competitive advantage in the Thai direct selling market?
> Describe the possible objectives of promotion and discuss the circumstances under which each objective might be used.
> How has Mistine used different promotional strategies to increase brand awareness?
> Why is the Food Network such an important venue for many advertisers?
> Why do you think even non-food advertisers are attracted to the Food Network?
> Describe some of the ways that Scripps using product placement on the Food Network.
> What is the difference between institutional and product advertising?
> What is public relations? Whom can an organization reach through public relations?
> What are both the positive and negative outcomes from using exclusive dealer agreements that restrict global distribution? Evo is an active sports retailer that has unexpectedly become a global distributor. Founded as an online store in 2001, the compan
> Describe the steps in developing a media plan.
> What is an advertising platform and how is it used?
> What are some of the most significant obstacles to expansion in Italy, and how can Starbucks overcome them?
> Why is it necessary to define advertising objectives?
> What is the major task of promotion? Do firms ever use promotion to accomplish this task and fail? If so, give several examples.
> What is the difference between competitive advertising and comparative advertising?
> What is the function of copy in an advertising message?
> What factors affect the size of an advertising budget? What techniques are used to determine an advertising budget?
> What is a target audience? How does a marketer analyze the target audience after identifying it?
> What are the major steps in creating an advertising campaign?
> Explain the difference between a pull policy and a push policy. Under what conditions should each policy be used?
> What are some sources of negative public relations? How should an organization deal with unfavorable public relations?
> In what ways is the effectiveness of public relations evaluated?
> Explain the problems and limitations associated with publicity-based public relations.
> How do organizations use public relations tools?
> What appear to be some of the most significant barriers Starbucks is facing when expanding into foreign countries?
> Identify several causes of noise. How can a source reduce noise?
> What are the advantages and disadvantages of using everyday low prices?
> What role does an advertising agency play in developing an advertising campaign?
