What is an advertising platform and how is it used?
> 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?
> What are the primary purposes of personal selling?
> 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 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?
> Discuss several ways to post test the effectiveness of advertising.
> Discuss the different methods for determining the advertising appropriation.
> What are the unique product features that could make evo a global brand? 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 comb
> When Under Armour prepares to set the price for a new shirt equipped with LED lights, how much emphasis should it place on its evaluation of competitors’ prices?
> Describe L’Oréal’s integrated marketing strategy. What are the strengths? Weaknesses?
> Why is it important to have a story to tell when developing content marketing?
> Do you think L.L. Bean’s website will ever entirely take the place of its mail-order catalog? Why or why not?
> What forms of direct marketing does L.L. Bean employ? Which additional forms of direct marketing should L.L. Bean consider using?
> In the pursuit of profits, how might Urban Farmz use a combination of cost-based, demand-based, and competition-based pricing for the products it sells? Explain your answer.
> What type(s) of location do you think would be most appropriate for future L.L. Bean stores, and why?
> If you were in charge of choosing IKEA’s next U.S. store location, what factors would you consider in making your decision?
> Would you recommend that IKEA continue printing and mailing catalogs or should it switch to an online-only catalog? Explain your answer.
> What are the main logistical issues IKEA must address to be able to make 100 percent of its products available for online purchase and delivery?
> How much channel power does IKEA possess? What are the implications for the role it plays in the channel?
> Why are manufacturers’ sales offices and branches classified as wholesalers? Which independent wholesalers are replaced by manufacturers’ sales branches? By sales offices?
> How is door-to-door selling a form of retailing? Some consumers believe direct-response orders bypass the retailer. Is this true?
> What major issues should be considered when determining a retail site location?
> In what ways are traditional specialty stores and off-price retailers similar? How do they differ?
> What are the major differences between discount stores and department stores?
> Urban Farmz wants to price the organic soap at $15.95 per bar, while the soap maker prices the same soap at $14 per bar. What perceptions do you think consumers will have of each price? What recommendations do you have regarding this price difference?
> What value is added to a product by retailers? What value is added by retailers for producers and ultimate consumers?
> Drop shippers take title to products but do not accept physical possession of them, whereas commission merchants take physical possession of products but do not accept title. Defend the logic of classifying drop shippers as wholesale merchants and commis
> What is the difference between a full-service merchant wholesaler and a limited-service merchant wholesaler?
> What services do wholesalers provide to producers and retailers?
> If you were opening a retail business, would you prefer to open an independent store or to own a store under a franchise arrangement? Explain your preference.
> Discuss the major factors that help to determine a retail store’s image. How does atmosphere add value to products sold in a store?
> Describe the three major types of traditional shopping centers. Give an example of each type in your area.
> Considering your product’s attributes and your target market’s (or markets’) buying behavior, will your product likely be sold to the ultimate customer or to another member of the marketing channel?
> If your product will be sold to another member in the marketing channel, discuss whether a merchant wholesaler, agent, or broker is most suitable as your channel customer.
> Are direct marketing or direct selling methods appropriate for your product and target market?
> Should Gannett and The Wall Street Journal be looking at competitors’ prices when setting their own prices? Why or why not?
> If your product will be sold to the ultimate customer, what type of retailing establishment is most suitable to your product? Consider the product’s characteristics and your target market’s buying behavior. Refer to Ta
> Discuss how the characteristics of the retail establishment, such as location and store image, have an impact on the consumer’s perception of your product.
> How would you describe the store image of Dick’s Sporting Goods?
