Marketing Essay Questions

Marketing Questions
C4. _____ is managing profitable customer relationships.
a. Management
b. Control
c. Marketing
d. Human Resources
D5. The two fold goal of marketing is to attract new customers by promising superior value and to
_____.
a. keep and grow current customers by delivering satisfaction
b. keep and grow current customers by delivering competitive pricing
c. keep and grow current customers by delivering friendly service
d. all of the above
C6. Marketing is more than _____ and advertising.
a. distribution
b. promotion
c. selling
d. customer service
A7. Today, marketing must be understood in terms of making a sale and _____.
a. satisfying customer needs
b. understanding customer value
c. customers' self...show more content...
Your firm has just developed its first successful MIS. It interacts with information users to assess
information needs, develop needed information, _____ the marketing information, and help
managers use it in their decision making.
a. distribute
b. collect
c. retrieve
d. store
C4. Your marketing department is attempting to improve strategic decision making, assess and track
competitors' actions, and provide early warning of opportunities and threats. Your department would
do well to use _____.
a. internal databases
b. external databases
c. marketing intelligence
d. the Internet
D6. The objective of _____ research is to gather preliminary information that will help define the

problem and suggest hypotheses.
a. descriptive
b. exploratory
c. causal
d. current
C7. You are to the point of testing hypotheses about decreasing sales in certain markets and their
causes. You are involved in what type of research?
a. exploratory
b. descriptive
c. causal
d. market
B9. Primary data must be relevant, current, unbiased, and _____.
a. complete
b. accurate
c. inexpensive
d. collected before secondary data
A10. This method of research can obtain information that people are unwilling or unable to provide.
a. observation
b. focus groups
c. personal interviews
d. fax surveys
D1. _____ is never simple, yet understanding it is the essential task of marketing management.
a. Brand personality
b. Consumption
Get more content on HelpWriting.net

Marketing Analysis Essay
The four P's, product, price, place, and promotion, are important to the success of any organization
because they are the variables that marketing representatives of the organization can control in
order to best satisfy customers in the target market. The goal is to make decisions that center the
four P's on the customers in the target market in order to create perceived value and generate a
positive response. The Product is the physical product or service offered to the consumer. Products
and services vary greatly in the hospital environment. This can include anything from rehabilitation
services to valet parking. Price is created based on several factors. The factors considered in pricing
decisions include but not limited to account...show more content...
Place (Distribution) is usually done on the back end in a hospital environment. The internal
customers are typically affected when inadequate distribution takes place. Promotion decisions are
related to communicating the product to the target market. Promotions are used to introduce the
product to the target consumers to obtain an assessment of the products' propensity to sale in the
market. Hospitals use promotions for a variety of scenarios. Although promotion is an important part
of the marketing mix, it must be done with careful consideration and extreme tact in health care. This
is as a result of the environment and the current products and services the industry provides. WellStar
currently partners with several professional sports teams, such as the Atlanta Hawks Basketball
Team, Atlanta Braves Baseball Team, and Atlanta Beat Professional Soccer Team in Metro Atlanta.
Their ultimate goal is to partner with organizations that provide a healthy image to the communities
in which they serve. This partnership is very valuable to WellStar because of the teams' national
recognition. Although WellStar does not provide services nation wide, they are nationally
recognized for several other endeavors such as NAFE, Medical Imaging, Emergency Services,
Diabetes Management Programs, etc... Their goals are aligned with the reputation of the
professional sports teams have that is

Marketing Strategies Essay example
Price, product, place and promotion, the four Ps of marketing, are fundamental for successful
marketing communication. One of its goals is building and reinforcing relationships with clientele,
retailers and other people who the company markets their products to. But the main objective is to
reach a target market and affect their behavior through informing, convincing and reminding. They
must reach out to new consumers and persuade then them to purchase their product, while at the
same time they must preserve their current customers. But the no matter how good the promotion, it
can never substitute for quality, enormously high prices or inadequate retail distrabution....show more
content...
(http://media.wiley.com/product_data/excerpt/48/04713472/0471347248.pdf)
Environmental scanning, understanding the businesses target market and examining the external
environment, also, is integral to determine business opportunities and threats. To remain in existence,
a business must be prepared to change their business strategies. This external environment includes
market trends and the social, political and economic environment.
(http://media.wiley.com/product_data/excerpt/48/04713472/0471347248.pdf)
A product typically has a four stage life cycle, with includes the introduction, the growth, the maturity
and the declining stages of the product. Technology generally has a shorter lifespan. Therefore, new
product must be introduced earlier in the product's life span. (http://www.udel.edu/alex
/chapt12.html#life)
The introductory stage is when a new product is introduced to the market. A new product includes
new models of an item that has already been in the market. During the introductory stage of a
product there is a very high failure rate. It varies from 60%–90%, depending on the trade. (http:/
/www.udel.edu/alex/chapt12.html#life) During this stage the company's marketing objective is to let
the target market know of its existence. Push and pull strategies, with ads and coupons, must be
used. (http://www.learnmarketing.net/promotion.htm)
The product enters the growth stage next. As the product starts to be accepted by the target

Mccarthy's 4 The Principles Of Persuasion
Relevant Topics: Below are the topics relevant to the project: Branding & Marketing: Marketing is
the process of creating, communicating and delivering benefits that have value for customers
(Johnston, 2015). Branding is the process of creating a unique name and image for the product in
consumers' mind (BusinessDictionary.com). A good marketing and branding strategy helps the
organizations to create products and services with best chances of making profits, set apart from
your competitors, customer satisfaction, and greater sales motivates the employees to achieve more.
Principles of branding are differentiation, focus, simplicity, consistency, and visual appeal. The two
main theories/principles used in marketing are McCarthy's 4 Ps and Porter's 5 forces. Persuasion:
Persuasion is the process of changing a person's attitude or behavior towards an idea, event, person,
or an object. Persuasion specifically applies to the promotions, and builds on customer behavior to
lead them to purchase. Persuasion is used to convince consumers to purchase the products over
competing brands, companies usually focus on differentiating their products, building brand
awareness and loyalty, and providing consumer education. The six main principles of persuasion are
authority, likeability, reciprocity, consistency, consensus, and scarcity (Cialdini, 2006). Some of the
theories used to persuade consumers are amplification hypothesis, conversion theory, priming,
scarcity principle, social

Marketing Definition Essay
Marketing definition
Every company depends on an efficient marketing program to fulfill customers' needs. Marketing is
a process of finding out what the customer wants and meeting those requirements. Within the
company, the marketing group has to consider customer values and customer satisfaction before
considering offering a product. Marketing is part of our everyday world, and can be perceived
everywhere and every time. At any time, everyone has been exposed to different kinds of marketing
or advertising depending upon personal necessities such as T.V commercials, radio, internet, etc.
Another definition of marketing is the "selling of products or services: the business activity of
presenting products or services in such a way as to...show more content...
This entire process is known as marketing management " the art and science of choosing target
markets and getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value" (Kotler & Keller, p.5).
To be successful in business, "a consumer does not buy a whole of physical components of the
product but it is usefulness, function, satisfaction of consumer's needs, solving the problem, etc"
(Dubrouski, , p.1). "That is why the product is a whole of tangible and intangible components which
means satisfaction of consumer's needs and desires, solving the problem"(Dubrouski, p.1).
Companies and managers must learn to utilize marketing research, as well as, strategy skills to fulfill
customers' satisfaction. Management has to focus on exclusive marketing challenges presented by
the new era of the 21st century. Management has to be able to utilize inventive, dominant, and cost
effective marketing techniques that will support the future success of the organization. Companies
must meet,"the increasing importance of services as part of a product (offer, offering package)
which cannot be neglected" (Dubrouski, p.1). Exploring the purpose of market research, as well as,
evaluating the importance of such research, facilitates managers in realizing the importance of
marketing to an organization's success and to be globally competitive.
In the article: It is time

Essay about What is Marketing
What is Marketing
1. Introduction
1.1 Purpose
The purpose of this report is to get all of the management employees of Proton in all of the
departments outside marketing to familiarize with what marketing is and also to show its
importance in the company.
1.2 Background
Proton is the biggest Malaysian automobile manufacturer. Proton automobiles are available in many
countries such as China, Singapore, Australia, Algeria and United Kingdom. Proton has commanded
the local automotive market, and will continuously dominate in the pursuit of being 'Customers'
Number One Choice for Automotive Products and Services'...show more content...
It is crucial in marketing to have a clear knowledge of the needs, wants and demands of the
consumers. To achieve this, market research is carried out. By going through a market research,
Proton can find out more information on what consumers think of Proton's product. Upon getting the
information, Proton can make adjustments and improve products to satisfy consumers' needs, wants
and demand.
3. Why Marketing is Important
"Marketing management is accomplished by carrying out marketing research, planning,
implementation, and control" (Kotler, 2004). Marketing plays a major role in every business. It is
very important as it contributes to the profitability of the company itself. "Relationship marketing
involves creating, maintaining and enhancing strong, value–laden relationship with customers and
other stakeholders. "They must build strong economic and social ties by promising and consistently
delivering high quality products, good service and fair prices," (Kotler, Brown, Adam and
Armstrong, 2004, p11). Furthermore, when both customers and producers are mutually beneficial
from this relationship, profitable transactions will follow. Knowledge of marketing strategy and
market research is crucial in order to excel in marketing.
3.1 Five key factors to an effective marketing
Forsyth (2004) stated five factors which summarizes the effectiveness of marketing.
a) Customer

Marketing: Study Questions
Module 1
Study Quiz
1. Marketing is: a) About invention of new markets, new products and new services b) About the
invention of new ways of distributing and reaching customers c) About researching, finding,
understanding and making new markets d) About creating and changing market processes that
change markets e) All of the above 2. A responsibility of marketers is to sell new products and ideas
to decision–makers in their organization. a) Yes b) No 3. The focus of companies needs to be on
winning: a) The product innovation race b) The distribution innovation race c) Both a and b d)
Either a or b e) None of the above 4. There are times when it helps for a marketing executive to
support the status quo and to promote long established and...show more content...
a) True b) False Competition increases as: a) The number of small firms in the market increases. b)
The number of consumers in a market increases. c) Demand exceeds supply. d) Supply exceeds
demand Insatiable self–improvement is in the self–interest of ____ firms. a) all b) most c) rival d)
monopolist Change management in marketing is most important in a firm's: a) Product development
management processes b) Customer relationship management processes c) Supply–chain
management processes d) All of the above Below are six statements from the theory of market
dynamics. Which of the following is the correct process sequence (order) according to the theory? a)
5–3–2–6–1–2 b) 6–4–1–5–3–2 c) 4–6–3–1–5–2 d) 3–6–5–3–4–1 e) 2–6–3–1–5–4 1. Supply will
shift to serve the demand of the most profitable market segments. 2. Effective products and process
are quickly imitated and improved. 3. Sellers learn directly and by observing other sellers how to
add customer and shareholder value. 4. The variation in consumer demand is constantly changing. 5.
Competition forces sellers to try new ways of serving customers and reducing costs. 6. The supply
of products and processes is constantly changing.
5. 6.
7.
2
Study Quiz
1. On the Business Process Thinking Scale my average score (score for each question divided by 12
questions) was a) 1 b) 2 c) 3 d) 4 e) 5 On the Political Skill Scale my average score (score for each
question

Reflection Paper On Marketing
At the beginning of this class, my main objective was to learn more about finance and learn about
marketing. When I first review the class's syllabus, I thought this class would be mainly about
marketing and investments, but I was glad to find out that the class was about more than just
marketing. I would definitely say that I met my objectives and even more because I learned more
than I was expecting. This class helped developed a security about a business idea that was on my
mind for years which is having my own private investigations company. Before this class, the idea
of owning a company about something that I am very passionate about was only just an idea and I
never thought I could have been developed a possible marketing plan. Thanks to this class, I was
able to work on a marketing plan for my dream company. Even though some assignments were
difficult, I felt that no one could have taken the excitement I felt every single time I sat down to
work on my own business marketing plan.
It is important to mention that my feelings about this great experience are truthful. I understand
that some people might say that most students are not truthful when given feedback about the
class or the professor because they fear retaliation, but I am very happy to say this is not the case
for me. I am a very truthful person and I say it how it is, I am not the type of student that would
write something nice to make the professor feel better or to avoid a low grade, I just

Questions On Online Internet Marketing Essay
a.Rivalry (Among Competing Sellers)
CyberGold, NetCentives, and MyPoints are the three main online Internet marketing firm. All the
competitors offer similar services and products. Competition is based on a non–price dimension like
marketing, brand, and search technology. Competitive rivalry is high as the cost of switching firm
is low. Because this is relatively new business, there are growth opportunities for economic of scale
in advertising. (Gamble & Thompson, 2013)
b.Threat of New Entrance
Online Internet marketing has a low barrier to entry. Since the barrier is low, new entries should be
able to offer more incentives, lower marketing cost, and innovative new ideas to market the
advertiser products and service. The threat of new entrants is high because online advertising is
relative at its early stages and few online Internet marketing firm has set itself apart from its
competitor. (Gamble & Thompson, 2013)
c.Threat of Substitute Products
The threat of substitute in the industry is weak. In term of mass marketing, the Internet can reach
far more people in every corner of the world. The market is still growing as more users are coming
online and new and improve technologies are improving the median we utilize to access the net.
Online advertising allows marketers to tailor the company's product and services to a select market
vice mass marketing. It provides benefits, cost saving, and flexibility that you can't get from
television, radio, or newspaper. (Gamble &

Questions On Customer Relationship Management
.2 Customer Relationship Management
2.2.1 Introduction
Follow previous development of relationship marketing field consistently, CRM leverage
relationship marketing by utilizing information technology, aim to discover how organization utilize
integrated tactics to access to customer properly and pursue invulnerable relationship eventually in
terms of customer loyalty. As the globalized environment shifting rapidly, modern savvy customers
increase gradually; moreover, they have more opportunities to approach to best products and
services at the best price. Hence, building closer relationship with customers' in order to differentiate
one from others became a priority objective for organization.
2.2.2 Customer–centric marketing world
Swift,...show more content...
First of all, the concept of marketing highlighted by Lerer's (2002), who states marketing supports
CRM by approaching to individual customers based on market segmentation' technic to target
different segments of customers, meanwhile, step forward to their target audiences with specific
information. Secondly, sales management contributes to balance between customer objective
/practice and those of firm, processes under the framework of managing customer relationship
(Dorsch et al., 2001). Additionally, information processing and resource dependency play the role to
value global account management of international business, which reflect customer dependency of
organization' CRM system (Birkinshaw et al., 2001). Thirdly, extra services and support, which are
the component this research focus on mainly, are valued with right communication tactics and
personalized CRM system, companies today are able to reduce cost considerably and create
customer satisfaction more efficiently (Torcy, 2002). Also, quality management should permeate
organization' CRM system addressed properly on quality of design, quality of conformance and
quality of performance (Kerstin, 1999; Sinha, 2001; Li et al., 2002). However, according to a
report from Ngai, 2005, lacks of CRM studies conduct to measure the performance and quality of

Mba Examination Paper of Marketing Management
Examination Paper of Marketing Management
IIBM Institute of Business Management 1
IIBM Institute of Business Management
Subject Code–B–104 Examination Paper MM.100
Marketing Management
Section A: Objective Type (30 marks)
–––––––––––––––––––––––––––––––––––––––––––––––––
п‚· This section consists of Multiple Choices & Short Notes type Questions.
–––––––––––––––––––––––––––––––––––––––––––––––––
п‚· Answer all the Questions.
–––––––––––––––––––––––––––––––––––––––––––––––––
п‚· Part one carries 1 mark each & Part Two carries 4 marks each.
Part one:
Multiple choices:
1. It is a concept where goods are produced without taking into consideration the choices or tastes of
customers.
a. Marketing mix
b. Production concept пЃ…
c....show more content...
would react to price. Fixed costs do not vary with changed in the number of units produced or sales
revenues.
3. Distinguish between Marketing Concept and Selling Concept. SELLING| MARKETING|
Emphasis is on the product| Emphasis on consumer needs wants| Company Manufactures the product
first| Company first determines customers needs and wants and then decides out how to deliver a
product to satisfy these wants| Management is sales volume oriented| Management is profit oriented|
Planning is short–run–oriented in terms of today's products and markets| Planning is
long–run–oriented in today's products and terms of new products, tomorrow's markets and future
growth| Stresses needs of seller| Stresses needs and wants of buyers| Views business as a good
producing process| Views business as consumer producing process satisfying process| Emphasis on
staying with existing technology and reducing costs| Emphasis on innovation on every existing
technolВ¬ogy and reducing every sphere, on providing better costs value to the customer by
adopting a superior technology| Different departments work as in a highly separate water tight
compartments| All departments of the business integrated manner, the sole purpose being generation
of consumer satisfaction| Cost determines Price| Consumer determine price, price determines cost|
Selling views customer as a last link in business| Marketing views the customer

Essay on Sports Marketing
Sports Marketing
Marketing plans and strategies are an important part of almost any business today. One of the biggest
industries marketing plans have benefited and changed in a number of different ways is the sports
industry. The development of the sports marketing industry has led companies to invest millions of
dollars to have their product associated with specific teams, players, and sporting events attempting
to connect with consumer and create profit for both parties involved. The money involved in sports
marketing calls for these sponsorships and endorsement decisions to be made both strategically and
confidently. After researching the sports industry from a business perspective the importance of
marketing decisions is...show more content...
The use of specific athletes in marketing campaigns really began to show promise when athletes
like Jordan began wearing their own brands of shoes. The idea to consumers or fans of the NBA
that they could wear the same shoes as Michael Jordan, and somehow play like him was an easy
sell by Nike. Today it is now common for marketable athletes in almost all sports to wear their
own style of shoes, spikes, or skates. An interesting point to make is that through Nike Michael
Jordan eventually launched his own clothing line called Jumpman23 that makes everything from
socks and underwear to winter coats. Even though Jordan has been retired since 1999 the
Jumpman23 company has continued to release a new shoe every single year that are simply
called "Jordan 24", an increasing corresponding number to the number of years the shoes have
been produced. The new Jordan shoes still retails at over $150 a pair even though Mike hasn't
stepped on the court in 11 years! After retirement and becoming the CEO of the Jumpman brand
Michael Jordan has been able to court other famous athletes from a variety of sports to wear his
brand. A few examples of the athletes include Derek Jeter (baseball), Dwayne Wade (basketball),
Jason Taylor (football), and April Holmes (track and field). The wide range of athletes in all
different sports who now market a brand for arguably the greatest athlete of all time truly shows the
money, power, and influence an athlete can experience

Technology and Marketing Essay
Technology and Marketing
In 20/20 Vision, future consumers were described as sophisticated consumers who are educated,
wired professionals with some significant disposable income. Technology, including the Internet,
will continue to play important roles in their lives. As consumers, these people will have a lot of
power. Information will be available to them from a variety of sources, and it is likely that these
individuals will use these sources. Elderly Americans will make up a huge part of the population
due to the extended years of life people are living. Many others will be immigrants from another
country. Right now, there are approximately 30 million native and non–native Hispanic residents
nationwide. This number is expected...show more content...
These individuals will seek to work for companies that inspire loyalty among its workers and its
customers. Bottom line: technology will be an essential factor in people's lives and will need to be
available to all consumers.
Technology will have a great impact on society and its daily functions. Many people will be using
the Net and other resources to do everything from grocery shop to buying cars. There will be a
continual elimination of the "middleman," and speed and efficiency will be very important. The
walls of factories will be broken down and any business that plans on surviving needs to recognize
this change. Companies will need to have a real understanding of their consumers' as well as their
employees' needs beyond the obvious offerings of the company.
Part II
The information describing the changes of future consumers is vital to marketing managers. This
information is relevant when evaluating customer characteristics and their needs and wants. It is
apparent that technology will continue to grow in importance in the future, and more individuals
will have access to various technological resources like the Internet. When developing a marketing
plan, it is important to understand the role of technology and how marketing can use this
understanding to its advantage. With people living "dot–com" lives, its essential that future
companies optimize the use of Internet for advertising and providing

Principles of Marketing Chapter 1
Chapter 1
1
Define marketing and outline the steps in the marketing process Explain the importance of
understanding customers and the marketplace, and identify the five core marketplace concepts
Identify the key elements of a customer–driven market strategy and discuss the marketing
management orientations that guide marketing strategy. Discuss customer relationship management
and identify strategies for creating value for customers and captures value from customers in return.
Describe the major trends and forces that are changing the market landscape in this age of
relationships.
2
1. What Is Marketing?
2. Understand the Marketplace and Customer Needs
5. Building Customer Relationships
3. Designing a...show more content...
Organization should therefore devote its energy to making continuous product improvements.
22
Selling concept is the idea that consumers will not buy enough of the firm's products unless it
undertakes a large scale selling and promotion effort
23
Marketing concept is the idea that achieving organizational goals depends on knowing the needs and
wants of the target markets and delivering the desired satisfactions better than competitors do.
24
Starting point Selling concept
Focus
Means

End Profits through sales volume
Factory
Existing products
Selling and promoting
Marketing concept
Market
Customer needs
Integrated marketing
Profits through customer satisfaction
25
Societal marketing concept is the idea that a company should make good marketing decisions by
considering consumers' wants, the company's requirements, consumers' long–term interests, and
society's long–run interests.
26
27
Preparing an Integrated Marketing Plan and Program
28
The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It
includes product, price, promotion, and place. Integrated marketing program is a comprehensive
plan that communicates and delivers the intended value to chosen customers.
29
Building Customer Relationships
30
The overall process of building and

Principles of Marketing Exam Notes Essay
Principles of Marketing
Study Guide
Mid–term Exam Fall 2012
Chapter 1 1. What is Marketing? a. The activity, set of institutions, and processes for creating,
capturing, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. It requires thoughtful planning with an emphasis on the ethical
implications of any of those decisions on society in general. 2. Marketing requires Product, Price,
Place and Promotions decisions. b. The four Ps, or marketing mix, are the controllable set of
activities that the firm uses to respond to the wants of its target markets.
3. What is value–based marketing? a. Value reflects the relationship of benefits to...show more
content...
Entails evaluating the performance of the marketing strategy using marketing metrics and taking any
necessary corrective actions (Step 5). 9. Growth Strategies h. A market penetration s growth strategy
that employs the existing marketing mix and focuses the firm's efforts on existing customers. Such a
growth strategy might be achieved by attracting new consumers to the firm's current target market or
encouraging current customers to patronize the firm more often or buy more merchandise on each
visit. i. A market development growth strategy that employs the existing marketing offering to reach
new market segments, whether domestic or international. International expansion generally is riskier
than domestic expansion because firms must deal with differences in government regulations,
cultural traditions, supply chains, and language. j. Product development growth strategy that offers a
new product or service to a firm's current target market.k. A diversification growth strategy whereby
a firm introduces a new product or service to a market segment that it does not currently serve.
Diversification opportunities may be either related or unrelated. In a related diversification growth
strategy whereby the current target market and/or marketing mix shares something in common with
the new opportunity. In other words, the firm might be able to purchase from existing vendors, use
the same distribution and/or management information system, or

Questions on Marketing
List and describe the main benefits markets receive by segmenting markets. Give examples of how
these benefits may be realize.
The market develops from mass marketing and product–variety marketing to target marketing. In
mass marketing, the seller mass produces, mass distributes and mass promotes one product to all
buyers. At one time, Sony product only one type of television for the whole market, thus create hard
selling. Product–variety marketing, the seller produces two or more products that have different
features, styles, quality, sizes and so on. Later, Sony produced several of television sets with
different screen sizes and outside frame (casing) colors. However, customers have different needs
that change over time. Customers seek...show more content...
The market positioning consisted of develop positioning for each target segment and develop
marketing mix for each target segment. Once a company has decided which segments of the market
it will enter, it must decide with positions' is wants to occupy in those segments. Product position is
the way the product is defined by consumers on important attributes–the place the product occupies
in consumers' minds relative to competing product. For examples, after Sony has been selecting their
target market, they are concentrating on what this select market wants. If they are target to the
young age, they may pay more attention to how to maximize their product function and catch up
with fashion. If they are target to the female, they will focus on how to make they product more
delicate and smaller.
2. You text book describes three major market coverage strategies. Compare and contrast these
strategies giving examples throughout.
A target market consists of a set of buyers sharing common needs or characteristics that the company
decides to serve. The company can adopt one of three market–coverage strategies: undifferentiated
marketing differentiated marketing or concentrated marketing. The undifferentiated marketing
strategy, a company might decide to ignore market segment difference and go after the whole market
with one market offer. It focuses on what is

Principles of Marketing Essay
Principles of Marketing
The Marketing Mix 1: Products, Brands & Their Distribution
Question 1: Explain what Fournier means by "having a relationship" with a brand.
Establishing a relationship with a product brand sounds like a strange thing, we often have numerous
relationships with the brands of products we purchase without even knowing why we do. The article
by Fournier plainly defines that for a relationship with a brand to exist there must be some kind of
interdependence between the product and the partner. The interdependence with the brand may be
emotionally, economically, Robert B. Hinde (1979) best defines this interdependence relationship;
For a relationship to truly exist, interdependence between partners must be evident:...show more
content...
The two brands I have chosen from the product categories are a dentist and auto repair. Let's first
look at the dentist and try and decipher if a customer could have a relationship with this provided
service. When you visit the dentist you can pretty much say that it becomes a personal experience.
When you allow someone to open your mouth and stick sharp objects in it, you must or have
developed some kind of relationship with that individual. That relationship may have been
established over time through quality service or you have visited this dentist as a kid. How does
this apply to someone who visits this dentist for the first time? A bond of trustworthiness must be
initially established by a first time customer to complete the dyad. When dealing in a human to
human interaction, and especially with a medical procedure being accomplished, relationships are
essential. Both parties in this dyad are essentially providing a service to each other which clearly
establishes a formed relationship with this service or individual brand.
When trying to define a relationship with an auto repair service brand I believe that there is also a
clear relationship in this matter also. Trustworthiness is also a major factor in this relationship, who
would want to take their automobile to an auto repair service that they do not

Essay on Marketing
Marketing Applications #1
Which environmental forces sociocultural, economic, political, legal, regulatory social ethical,
competitive, or technical, might a marketer need to consider when marketing the following products
in the international marketplace and why?
Barbie Dolls
Beer
Financial Services
Televisions
International Marketing involves developing and performing marketing activities across national
boundaries. Marketing is the process of creating, distributing, promoting, and pricing goods, services
and ideas to facilitate satisfying exchange relationships with customers and to develop and maintain
favorable relationships with stakeholders in a dynamic environment. Therefore, I believe all the
forces sociocultural,...show more content...
Any obstacle that makes it difficult for a business to enter a product into an international market such
as slow customs, Government regulations, natural barriers, bureaucratic inactivity in processing
licenses means no productivity for a business.
Socioethics; how a marketer deals with international issues has a considerable impact on the
businesses success. A Marketers' standards of conduct and moral values could make or break a
business deal. The marketer should do business and behave ethically. Customer may be concerned
about privacy, truth in pricing and advertizing be concerned how they market their products to
children and young adults.
Competitive: In order to be stay on top of international competition a marketer should totally
understand why, how, where, and when to do business in specific international business markets. I
believe it is important to know the company's strategic mission, its strengths and its weaknesses too.
A marketer should make the product stand out from the competitor's products by creating
competitive pricing and value. The product should also be difficult to duplicate or substitute and be
able to meet differences in the country's tastes and demands. Technology: A marketer

Marketing Essay
POSITIVES OF MARKETING CONCEPT OVER NEGATIVES OF TODAY'S MARKETING
PRACTICES
By Student's Name
Institution
Professor
Course Code
Date
Marketing is one of the fields in business management. The field involves business organizations and
their customers as the key players. Marketing involves an organization or a company identifying and
anticipating their customer's needs and satisfying them in a profitable way. Marketing is a broad
field and it encompasses marketing concept and marketing practices. Marketing concept is a
marketing philosophy that advocates for selling products or services that are benefit oriented instead
of product oriented. Benefit oriented products and services seek to satisfy the needs of customers
while product oriented...show more content...
Customer orientation is one of the keys to successful marketing. Marketing concept has the positivity
of facilitating customer orientation. Customer orientation oversees that the needs, wants and desires
of the customers receive top consideration in all business activities (Kumar& Sharma1998). A
business organization must have the needs of the customers at heart in conducting its activities. A
good illustration can be when a company is making its decisions in various activities such as product
development, advertisement and sales promotion. The company has to consider the needs of their
customers and the impacts that the activities shall have on their customers. Company will have to
answer some questions such as; what are the needs of our customers? How can we best meet their
wants? Are the customers going to be satisfied with our services? These questions shall help the
company streamline its activities and decisions towards satisfying the needs of its customers.
The marketing concept also promotes product planning and development. Product development
refers to the continuous improvement of a product to meet the changing needs of the customers.
Customer needs is the prime focus of the concept and therefore, a company strives to meet these
needs. The needs change with time hence the company can meet them by either developing their
products or producing other new ones. Designing and producing new products is expensive and
risky as the new

Marketing Communication (Question and Answer)
Question 1
a)Examine and review critically the four areas of marketing communication. Provide examples where
necessary.(10 marks)
b)Explain in detail the basic pricing strategies. Give examples to support your answers.(10 marks)
Question 2
Identify and describe the most often used sources of differentiation.
Give examples to support your answers.(20 marks)
Question 3
Ursula is a marketing manager for a bathroom tile company. She is trying to figure out if her firm
needs to utilize a push or pull strategy. What are the differences between a push and pull strategy.(20
marks)
Question 4
Jessica has just been hired as a manager for a new retail store. She is working on creating an
effective retail strategy, but...show more content...
These pricing strategies represent the three ways in which a pricing manager or executive could look
at pricing. Knowing these strategies and teaching them to your sales staff, and letting them know
which one they should be using, allows for a unity within the company and a defined,
company–wide pricing policy.
i)Promotional Pricing
The objective of promotional pricing is to stimulate short–term increase in sales. This is done by
charging a price below the list price or sometimes even below cost for a specified time period. The
examples are as follows;
a)Special event pricing
Prices are reduced to commemorate a certain event to attract customers. For example, " Hari Raya
Sale", "Chinese New Year Sale", Christmas Sale" and "Back To School Sale".
b)Cash rebate
Often used within a limited time period to encourage the purchase of a manufacturer's product.
Rebates are also used to move stocks without having to cut the stated list price. c)Longer payment
term
Financial institutions such as banks and credit corporations extend their loan periods to enable
lower monthly installments to be paid by their customers. For example, in recent years it is

common for banks/finance companies to offer car financing for up to 7 years or even 9 years.ii)
Geographical Pricing
Variable–pricing method in which a selling price is computed according to the customer's or market's
distance or transportation costs incurred.It is also an evident

Marketing Essay Questions

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Marketing Essay Questions

Ähnlich wie Marketing Essay Questions (15)

Mehr von Custom Paper Writing Service

Mehr von Custom Paper Writing Service (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Marketing Essay Questions