Question 1

Bedtime Mattress Company is sales-driven.The company has high levels of employee turnover, frequent sales, and is short-term oriented.What do you believe management should know about Big M Marketing and little m marketing?

Accepted Answer

The answer of Bedtime Mattress Company is sales-driven.The company has...

Question 2

George inherited his family business 30 years ago.The company makes shelving for grocery and drug store chains.Three customers account for 85% of revenue.Recently, one of the grocers went out of business and George is struggling to find a customer to replace the lost revenue.His attitude towards marketing has always been that it is an unnecessary expense.George has asked you to give him advice.How can you dissuade him from the outdated ideas he has about this and other marketing misnomers.

Accepted Answer

The answer of George inherited his family business 30 years...

Question 3

Which two brands do you think do a good job of connecting emotionally to the consumer? Support your answer with examples of what the firm has done to make that emotional appeal to the consumer.Can you defend your claims with tactics in addition to advertising?

Accepted Answer

The answer of Which two brands do you think do...

Question 4

Firms such as General Electric and Starbucks try to practice the concept of "doing well by doing good".What does this mean? What are some of the challenges faced by a firm that wants to create products that fit this concept?

Accepted Answer

The answer of Firms such as General Electric and Starbucks...

Question 5

State Farm Insurance offers products through a network of 16,000 independent agents.Assume that the company wants to launch a marketing campaign towards college students.What does State Farm need to know about the way Gen X communicates? What marketing tactics would you recommend and why?

Accepted Answer

The answer of State Farm Insurance offers products through a...

Question 6

Long-term oriented firms need to be aware of change drivers that most likely will have a significant impact on the future of marketing and business in general.What areas of shift do you recommend these firms study?

Accepted Answer

The answer of Long-term oriented firms need to be aware...

Question 7

Paul and Bryce are writing a business plan to submit to a bank to ask for a loan to start a French restaurant.Paul has worked in finance for five years and Bryce is a chef.Unfortunately, neither has much experience in marketing and they think that marketing equals advertising.They have asked you to explain the marketing concept as it is viewed today.What do you say?

Accepted Answer

The answer of Paul and Bryce are writing a business...

Question 8

Erin, a tenacious entrepreneur, has grown her closet organizer company to $20 million in sales and has 65 employees.She has directed the firm's marketing since its inception and believes she instinctively knows which marketing efforts will bring success.Her new assistant Heather, who just completed a Marketing Management course, wants to find a way to measure results.What should Heather say to Erin to convince her this is necessary?

Accepted Answer

The answer of Erin, a tenacious entrepreneur, has grown her...

Question 9

What conditions existed after World War II that caused the marketing concept to emerge? What marked the transition from the selling concept to the marketing concept?

Accepted Answer

The answer of What conditions existed after World War II...

Quiz 1: Marketing in Todays Business Milieu