What major issues or questions should management consider when developing a training program for the sales force?
> 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?
> 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?
> 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?
> 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?
