1. Chapter essay
How does the exchange of ideas provide value, and what is the role of marketing in this process?
Explain the process of customer relationship management (CRM) in terms of how it affects marketing activities.
2. Chapter essay
In July 2010, Microsoft discontinued the Kin, its social networking phone, after just six weeks of disappointing sales. During what step of the strategic marketing planning process would Microsoft have made the decision to stop offering the product?
Several years ago, the Florida Orange Juice Growers Association ran a promotional campaign with the slogan: "Orange juice. It isn't just for breakfast anymore." Based on this slogan, which of the four growth strategies was the association pursuing? Briefly explain your reasoning.
3. Chapter essay
Demographically speaking, what are the advantages to retailers in using mobile marketing?
Compare the role of corporate, professional, and personal bloggers regarding a new product. Choose one product/service and use this as an example in your explanation.
4. Chapter essay
why people may make unethical decisions. How can a firm ensure that the people who work for it make ethical decisions?
Name at least two examples of ethical behavior and two examples of socially responsible behavior that you have witnessed in a company or heard about through the media. How do these instances meet the criteria for ethical and socially responsible behavior as outlined in the text?
5. Chapter essay
Why are generational cohorts important to marketers?
Name one technological advance that has affected how consumers research and buy products. Give an example from your own experience.
6. Chapter essay
Demonstrate your understanding of the terms internal locus of control and external locus of control by giving an example of each.
You are shopping for a new car. Using the steps in the consumer decision process, describe what you would do at each step during the purchasing experience.
7. Chapter essay
Describe the four B2B markets and explain how their transactions differ.
Briefly describe the four types of buying centers and give an example of each.
8. Chapter essay
What are the risks associated with global franchising?
9. Chapter essay
Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?
A laptop manufacturer is considering designing and marketing a left-handed laptop, with the keyboard rearranged to better suit left-handed people. The CEO is left-handed, and has pointed out to senior management that over 10 percent of the population is left-handed.
It will not be inexpensive to design this new model, so the laptop manufacturer wants to make sure that this is an attractive segment.
For each of the five criteria of segment attractiveness, list a question the laptop manufacturer will want to consider to evaluate attractiveness of left-handed laptop users as a segment.
10. Chapter essay
If senior management already has made its decision, should market research be conducted? What questions should be considered?
T'Lene is putting together a focus group to discuss students' concerns about the business curriculum. What should her focus group include?
11. Chapter essay
What are some of the benefits provided by product labels?
What are some of the benefits provided by product labels?
12. Chapter essay
Define and describe the product life cycle stage in which laggards begin to purchase products.
Many marketers think personal computers in the United States are in the maturity stage of the product life cycle. What does this mean for manufacturers of personal computers? What can they do about it?
13. Chapter essay
Explain the concepts of emotional support and instrumental support. When are they important?
What are some of the outcomes that result from a communications gap?
14. Chapter essay
Explain how the demand curve works and how it benefits a firm.
Why do manufacturers set manufacturer's suggested retail prices (MSRP)? How do they enforce this practice? Is it legal?
15. Chapter essay
Define the six types of power that occur in a marketing channel.
Chapter 16 Essay
Multichannel retailing has many potential advantages, but it also has challenges. What are they?
Chapter 17 Essay
Compare and contrast mobile marketing with online marketing.
Chapter 18 Essay
What are PSAs? Why do television and radio stations run them?
Why is tracking the impact of an advertising campaign challenging?
Chapter 19 Essay
Describe a company that would be likely to use a company sales force and a second company that would be likely to use manufacturer's representatives. Explain why these companies would make these choices.