Marketing Portfolio (CH9, CH12, CH13, CH14, CH15, CH16, CH17, CH18, CH19) ***PowerPoint Content CAN be Provided***

Chapter 9

Chapter 9 –Marketing Research

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“Marketing Research” is defined as:

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What are some ways managers can use findings from marketing research?

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List the seven steps in the Marketing Research Process (see Exhibit 9.1)

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Actions taken in the “marketing research problem” stage include:

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What does the (singular!) marketing research objective do?

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A management decision problem in marketing research is defined as:

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What does the research design describe?

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Some differences in ‘primary’ and ‘secondary’ data include:

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Traditional survey research may take many forms, including these:

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Survey questions may take the form of three types of questions, and the purpose of each type:

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Observation Research is defined as:

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Some examples of observational research include:

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Experimental research is defined as:

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In experimental research, the key difference in a probability sample and a nonprobability sample would be:

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When a sample is used in marketing research, the two main types of errors that occur include:

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Some advantages of online surveys include:

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Key advantages of using mobile research include:

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Neuro anything seems to be all the rage now. Neuromarketing is defined as:

19

Identify the steps in the customer relationship management cycle. (See Exhibit 9.7)

20

Competitive Intelligence is best defined as ______. Explain how managers use competitive intelligence.

Chapter 12

Chapter 12 - Services Marketing & Nonprofit Organization Marketing

1

A service provided by an organization is defined as ______

2

Explain why service organizations are important in today’s economy.

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These four characteristics distinguish and are unique to services.

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To plan for service quality, these five areas (and a brief description) must be assessed:

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The Gap Model was developed to assess service quality and focuses on five “gaps” in service that cause problems for service organizations. These five “gaps” include:

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The process of service can be organized along these four categories:

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The differences in core services and supplementary services include:

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To create a competitive advantage, service organizations emphasize which of the above (#7)?

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Service managers may use customized services, standardized services, and mass customization. These differences in these approaches are:

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Distribution strategies (place) of the Marketing Mix for service marketers must focus on:

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In the Marketing Mix for services, the Promotion strategies (although more difficult than for tangible goods) managers might try include these:

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In the Pricing part of the Marketing Mix, three categories have been suggested for service marketers:

13

In service marketing, relationship marketing is useful because:

14

Relationship marketing can be applied in these four levels:

15

Internal marketing is understood as _________

16

A nonprofit organization is defined as:________

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These are four key activities marketers of nonprofit organizations perform:

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Provide two examples of nonprofit marketing objectives that differ from for-profit marketing objectives.

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Three issues around target markets that are unique to nonprofit organizations include:

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Three service (product) related distinctions between business and nonprofits include:

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Nonprofit organizations are prohibited from advertising, which limits their promotion activities. What can nonprofit managers do instead of advertising?

22

The pricing activities of the marketing mix differ for nonprofit managers, too. Characteristics that distinguish pricing decisions of nonprofit managers from those of businesses include:

Chapter 13

Chapter 13 – Supply Chain Management / Marketing Channels

Chapter 13 introduces a whole new language! Compose definition summaries for these terms:

1

Supply Chain

Supply chain management

Supply chain agility

Supply Chain analytics

Supply chain integration

Supply chain orientation

Sustainable Supply Chain Management

Demand-Supply Integration (“DSI”)

2

Outsourcing (Contract Logistics)

Third-party Logistics Companies (“3PL”)

Reshoring

Nearshoring

Agents & Brokers

3

Place utility

Form utility

Exchange utility

Time utility

4

Business Processes

Customer Relationship Management (“CRM”) process

Customer Service Management process

Management process

Demand management process

Order fulfillment process

Returns management process

Supplier relationship management process

Product Development and Commercialization Process

5

Marketing Channel

Channel members

Digital Channels

Direct Channels

Gray Marketing Channels

Nontraditional Channels

Reverse Channels

Strategic channels

Dual Distribution (or multiple distribution)

Chapter 14

Chapter 14 ~ Retailing

1

Discuss the three types of retail business ownership:

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Services is a key competitive tool. Explain the levels of retail services

3

Explain gross margin as it applies to retailers.

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Retailers fall into one of 15 types of businesses. Name and briefly describe each.

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And then you have the “nonstore” retailers. List and briefly describe the 9 types of nonstore retail businesses

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Explain the differences in floor stock and back stock.

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Name and describe the elements of the Retail Marketing Mix (see Exhibit 14.2)

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What is Brand Cannibalization and why is it so dangerous.

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In the Presentation of the retailer’s marketing mix, the store “atmosphere” is the most important element. What is “atmosphere” and what is the goal of its use?

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List the six critical elements in creating a retailer’s atmosphere.

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Retail personnel (are supposed to) provide the level of service prescribed by the business’ Marketing Strategy. Why is a challenge?

12

Discuss this statement: Customers are indifferent to the reasons for retailer errors. They just want the problem solved.” Do you find this to be a true statement? Why or why not?

13

Describe some actions retailers can take to resolve an error or lapse in customer service.

Chapter 15

Chapter 15 – Marketing Communications

1

Promotion, a critical part of the Marketing Mix, informs customers of product benefits. Define “promotion and explain the use of a promotional strategy.

2

The purpose of your promotional strategy is to convince customers your product/service is superior. Explain the concept of “competitive advantage.”

Define the concept of a promotional mix.

3

Identify the five elements of the promotional mix (which is part of the marketing mix; careful not to confuse!). See Exhibit 15.1.

4

Managers must communicate its selling message to potential customers. Define communication.

5

Describe the differences in interpersonal communication and mass communication.

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Describe the elements of the communication process. (See Exhibit 15.2)

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What are the four key goals of a retailer’s Promotion Mix?

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Explain how Advertising differs from Promotion.

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Describe how Publicity differs from Public Relations.

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Point out the differences in Personal Selling and Sales Promotion.

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Promotion activities are categorized according to media type. Describe the three types of media. (See Exhibit 15.3)

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What is AIDA and what are its elements?

14

Define integrated marketing communications and describe its importance.

15

Explain the Product Life Cycle and describe the relationship between the product life cycle and different types of promotions.

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Describe the differences in the push strategy and the pull strategy of the promotional mix. Provide an example for each. (See Exhibit 15.7)

Chapter 16

Chapter 16 covers three distinct topics. To help you in reviewing, I will organize the table and contents around those three topics:

Chapter 16 – Advertising, Public Relations & Sales Promotion

Advertising

1

Based on the definition of “advertising,” what are the two defining characteristics?

2

Advertising in U.S. tends to focus on two outcomes:

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What is the “advertising response function?”

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Describe four potential effects of advertising on consumers.

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What determines which type of advertising a manager will select?

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What are the two main categories of advertising types?

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What is “Advocacy Advertising” and what are some of the reasons a manager might select this type?

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Define “pioneering advertising?” When is this type used?

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What is “Competitive advertising?” When is this type of advertising used?

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What is “Comparative Advertising” and when is it used most effectively?

11

What is an “Ad Campaign” and what is the first step?

12

Describe the differences between a product feature (or attribute) and product benefit.

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The goal of all advertising is to sell the benefits of a product (as customer buy benefits, not features). What question should managers use to identify customer benefit?

14

Identify 4 – 5 items that might be considered product benefits.

15

What is an “advertising appeal” and on what are appeals based?

16

Explain a “unique selling proposition.”

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Identify 5 – 7 of the most widely-used advertising appeals (see Exhibit 16.1)

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What is “message execution” and why is it considered one of the most creative elements of an ad?

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Explain a “post-campaign evaluation” and why it is used.

20

Managers must decide which medium to use; what is a “medium?” What is the plural of medium?

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What is the “DAGMAR” approach in determining goals / objectives the ad should achieve?

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Identify 5 – 6 types of media and provide one pro and one con for each:

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What is the “media mix” and on what factors do managers base their decisions?

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“Reach” is a common word used in advertising. What is “reach”?

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What is “Cost-per-contact” and how is it used by managers?

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What is “audience selectivity” and why it is important to managers?

27

Identify the four types of media schedules

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Identify the four types of media schedule available for managers to use.

Public Relations

1

What is “public relations?”

2

Explain the differences between “advertising” and “public relations.”

3

Publicity is part of public relations activities. What is publicity and when is it most beneficial?

4

Explain “Product Placement”

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What is the benefit of educating consumers on products?

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Describe “sponsorship” and when it is used.

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What is “experiential marketing?”

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Why is an organization’s website considered part of public relations and not advertising?

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What is “crisis management” and why is considered part of public relations?

Sales Promotion

1

Define “sales promotion” and why is it less expensive and more effective then advertising?

2

Explain the differences in “trade sales promotion” and “consumer sales promotion.”

3

Identify and describe the four types of consumers a manager must consider when creating objectives for a sales promotion.

4

Name and describe the six tools available to a manager when designing the sales promotion.

Chapter 17

Chapter 17 –Personal Selling, Sales Management. & Customer Relationship Management

Part 1 - Personal Selling

1

Define “Personal Selling.”

2

Identify 3 – 4 advantages of personal selling.

3

Describe some of the disadvantages or limitations of personal selling.

4

How does Personal Selling differ from Sales Promotion? (See Exhibit 17.1)

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Describe key differences in Relationship Selling and traditional Personal Selling.

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Describe some of technology’s impact on personal selling.

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Explain “relationship selling” (or “consultative selling”).

What are some advantages of relationship selling?

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What is a “sales process” (or “sales cycle”)?

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Identify the seven steps in the sales process.

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What is “prospecting” (or “lead generation”)?

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What are three traditional methods of lead generation?

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What are the three elements of lead qualification?

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What is a sales person’s “pre-approach”?

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Explain the purpose of a “needs assessment.”

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How does a “sales proposal” differ from a “sales presentation”?

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Identify four recommendations for handing customer objections during your sales presentation.

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Define “Negotiation.” What element do effective negotiators avoid as a negotiation tool?

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Describe the “follow-up” step of the selling process.

Sales Management

1

Describe the basic job of the Sales Manager.

2

What is the first step in effective sales management?

3

What is a “sales quota?”

4

List 8 – 10 characteristics of effective applicants or employees for which a sales manager looks.

5

When the sales manager trains a new sales employee, what instruction/topics must the manager deliver?

6

List some differences in inside salesperson and outside salesperson and how the sales manager would lead the groups differently.

7

Describe how good compensation planning by the manager is critical to an effective workforce.

8

Offer three pieces of advice to sales managers on evaluating the performance of their sales force.

Customer Relationship Management & the Sales Process

1

Identify the two key factors to an effective Customer Relationship Management system. (See CH08 if you need a reminder of CRM.)

2

What does “customer-centric” mean? (Exhibit 17.4 will be helpful)

3

What is “knowledge management” and why is it critical to CRM?

4

Effective CRM can be measured by “interaction” between customer and organization. Explain “interaction” from a CRM perspective.

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What are “touch points” and what are their benefits?

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Describe “Social CRM” and how it can be used.

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Explain “point-of-sale interactions” and why they are important.

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Explain “data mining” and why it is important.

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Define “Campaign Management” and how the sales manager involves all areas of the company.

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What is “cross-selling” and how can data mining help the sales manager cross-sell?

Chapter 18

Chapter 18 – Social Media and Marketing

1

What is the key benefit of “Social Media” for marketing managers?

2

What is “crowdsourcing” (from a marketing perspective)?

3

List the three main categories of media types.

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What is the most important action of a marketing manager in using these media types in a social media campaign? Why?

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One of the greatest challenge of social media use is measuring its effectiveness. What is the first step managers must take to gauge the effectiveness of social media?

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List the remaining four steps a manager uses to gauge effectiveness of a social media campaign.

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Identify the seven types of social media users.

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Explain the differences in social media “celebrities” and social media “stars.”

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Describe “Corporate-Generated Content” on social media.

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Give five reasons why mobile marketing is so prevalent today.

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List the six stages involved in creating an effective Social Media Plan.

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Chapter 19

Chapter 19 – Pricing Concepts

1

To successfully manage product pricing, managers must take these four actions:

2

Explain the difference in “price” and “value.”

3

To make it in a very competitive marketplace, marketing managers must choose pricing objectives that are ___________, ______________, and ________________.

4

Identify the three profit-oriented pricing objectives.

5

Define “profit maximization” and ways marketing managers can attempt to expand revenues.

6

Define “return on investment” as it relates to marketing.

7

Explain “market share” and why managers desire larger market shares.

8

Define the concept of “status-quo pricing.”

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Describe the “demand determinant” in setting product pricing.

10

Compare and contrast “elastic” and “inelastic” demand.

11

What are some factors that impact elasticity?

12

Explain the concept of “dynamic” pricing.

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What is the advantage of using “surge” pricing?

14

Briefly explain variable costs and fixed costs.

15

Describe the option of “markup pricing.”

16

What is a “break-even analysis” and why is it important for managers?

17

Describe how product life cycle (CH 11) impacts the pricing strategies.

18

Explain how competition, customer loyalty, and price matching impacts pricing strategies.

19

How does a manager’s promotion strategy influence the pricing strategy?

20

Briefly talk about the relationship between price and quality.

21

List the steps a manager uses in setting the price on a product. (see Exhibit 19.3)

23

Explain “price skimming” as a pricing strategy.

24

Describe the strategy of “penetration pricing.”

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What is the “base price” that managers set?

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A ‘base price’ can be lowered through various discounts. List 3 – 4 discounting strategies.

27

Explain the concepts and basics of “value-based” pricing.

28

Compare “single-price” tactic with “Flexible pricing”

29

What is “price lining” and what are its benefits?

30

Explain “bait pricing” and why customers don’t like it.

31

Describe “price bundling” strategy.

32

What is “psychological” pricing (also called odd-even pricing)?

33

What protections does the Unfair Trade Practices Act provide?

34

What is “price fixing” and what laws prohibit the practice?

35

Define “price discrimination.” What law prohibits this action?

36

Describe “predatory pricing” and the two laws that restrict its uses.

37

Do the happy dance! And again!!