MKTG 344 Mid-Term Study Guide

B. Consumer Markets & Consumer Buyer Behavior Marketing by the Numbers Evaluating Alternatives One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the purchase of an automobile. Each attribute, such as gas mileage, is given a weight to reflect its level of importance to that consumer. Then the consumer evaluates each alternative on each attribute. For example, in the table, gas mileage (weighted at 0.5) is the most important attribute for this consumer. The consumer believes that Brand C performs best on gas mileage, rating it 7 (higher ratings indicate higher performance). Brand B is perceived as performing the worst on this attribute (rating of 3). Styling and price are the consumer's next most important attributes. Warrant is least important. A score can be calculated for each brand by multiplying the importance weight for each attribute by the brand's score on that attribute.…

Analyse the advertising and communication that the company uses to communicate with the consumers of your chosen breakfast cereal 2.1 Choose any product advert or communication and evaluate the consumption-specific bases of segmentation that was applied. 2.2 Find adverts with examples of how the company is aiming to provide customer value, ensure customer satisfaction, build customer trust, and secure customer retention 2.3 Do you think that the company has managed to get a competitive advantage in marketing this product? Motivate your answer.

Please explain the different marketing management orientations in one paragraph.

When BCG revised its advice about how to use its matrix, it determined that market share was less important in driving a firm’s profitability. It included new drivers of performance. What is one of these new drivers?

1. Consider yourself a Marketing Manager. Explain how you would develop an effectivemarketing strategy for a Credit Card product using video streaming as a promotionalchannel.2. Discuss the merits and benefits of sales promotion in the context of marketing. Provideexamples to illustrate your points.3. Describe the marketing mix decisions (product, distribution, promotional, pricing) thatmarketers face. Choose a real-world product or service and apply the marketing mixdecisions to it, explaining your choices.

Marketing concepts and marketing managers article to support each of the marketing concept: 1Product profitablility models 2Strategies to engage shareholders in new product development 3Evaluate marketing mix alternatives 4Internal/External risks associated wiht new product development Provide a brief explanation of why each article was chosen and what specific advice it offers to the Marketing Managers Can you do this separately for each article as well as provide the full reference for the article thanks

1.       Explain the concept of Guerilla Marketing. Give example.

Explain what is product placement?2. You are to cite two (2) examples of recent product placements that you have seen on your local television, cableor at the cinema (do not cite examples from the textbook or copy those sourced from the internet).3. Identify and explain two (2) consumer behavior theories that can be applied to explain the use of productplacement by marketers.4. Discuss four (4) argument for marketers’ use of product placement and four (4) argument against marketers’ useof product placement. Your argument should address both practical issues (product sales) and ethical issuessurrounding the use of product placement.

1. You are employed as a Marketing Coordinator at a company that manufactures motorboats. Compare how the products it offers, prices it charges, distribution strategy it pursues and promotional campaigns ituses differif it chooses THREE (3) undifferentiated and TWO (2) differentiated market targeting (coverage) strategy

No. 3: Many cosmetics company advertise their products with glamorous models as agents. The implicit message is to create an association between their products and beauty in minds of consumers and projecting beautiful models as more successful. This trend has put many psychologically weak people under stress. Do you think it is ethical to portray beauty as the only outcome of cosmetic products? What reasons other than glamor can be used in advertisements for attracting people for buying and using cosmetics?

describe the marketing mix (7Ps) in relation to business opportunity vis-a-vis: a. product b. place c. price d. promotion e. people f. packaging g. positioning

answer number 3 only

Marketing plan section (15)

What role should a sales force play in the ma.li:etjng communicationsplan? How should direct marketing be used?

1. What are the importance of having Customer Relationship Management in a company? State at least three advantages of having CRM in the company 2. Give one company that represents Color Marketing and know the reason why they use that color.

Put this in other words. Analyze and elaborate this one.  In an era where customers wield the power to procure what they desire, when and where they wish, predictive analytics assumes paramount significance in the realm of marketing. By generating insightful models, predictive analytics empowers marketers to fashion campaigns of unprecedented precision and effectiveness. The canvas of predictive marketing analytics is a vast one, spanning data-driven customer segmentation, novel customer acquisition strategies, lead scoring, personalized content and ad recommendations, and hyper-personalized interactions. Marketers adroitly harness customer data to deliver tailored promotions, advertisement campaigns, and product suggestions at precisely opportune moments, thereby amplifying customer satisfaction and fostering enduring loyalty.

Which platform did Mr. Ray’s marketing team advise him to use for the launch of a new product? Mr. Ray is looking for a platform to launch his product. His marketing team advises him to launch the product via newspaperssocial mediabillboardsas it is free advertising and improvesproduct qualityconsumer welfarebrand recognition.

1. A company that sells products to be used primarily by the general public is known as a? 2. According to the chapter readings on differentiated marketing (Module 3), the McDonald's: Segmentation, Targeting, and Positioning video clip shown in depicts differentiated marketing. True or False? 3. When defining the concept of marketing, the following four activities must be included: True or false

20.- What is market segmentation and why is it important?

discuss...what is the purpose of promotion and how do marketers use it to increase the chance a consumer will buy their product or service?

In order for an organization to produce a successful marketing plan, there are many elements to consider. Describe what it means by "advertising clutter" and how marketers can avoid content clutter.

Discussion - Ethics in Healthcare Marketing Few aspects of marketing were of greater concern to health care professionals than the onset of advertising. Because of the sensitive nature of healthcare and the often precarious position of the health care buyer, there is heightened sensitivity to the use of this tool. This concern is often positioned around the ethics of marketing. Please conduct scholarly research on one recent topic (within the last 5-10 years) related to ethics in healthcare marketing and discuss your findings. What does the Code of EthicsLinks to an external site. from the Society of Healthcare Strategy and Market Development, American Hospital Association, and/or the American College for Healthcare Executives have to say about the issue you located? Responses should be supported by research from scholarly peer-reviewed resources.

Marketing Questions 1. The task of designing, collecting, analyzing and reporting, known as ________ is intended to define marketing problems or opportunities.   2. The buyer’s willingness and ability to buy along, buyer’s consideration to alternative brands, and their income are determinants of _______.   3. A _____ is designed to avoid direct competition of larger companies pursuing the bigger segments.   4. A(n)_____________________ attempts to maintain a strong position in its core product-market(s) but also seeks to expand into new (often closely) related markets.   5. The analysis of how consumer perceive one’s brand in comparison to the competition is known as ______.   6. Companies that establish formal policies and guidelines to ensure that the messages communicated to the customer reflect their unique values and competencies are creating a ____________________________.   7. The rate at which an innovative new product category passes through the _________________________ is…

2. Marketing has often been defined in terms of satisfying customers' needs and wants. Critics, however, maintain that marketing goes beyond that and creates needs and wants that did not exist before. They feel marketers encourage consumers to spend more money than they should on goods and services they do not really need.   Take a position: Marketing shapes consumer needs and wants versus marketing merely reflects the needs and wants of customers.