essay questions for principles of marketing

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Student-inspired discussion questions for Principles of Marketing course (Revised 15 December 2021)

The essay/discussion questions in these 20 sets are based on questions students enrolled in a Principles of Marketing course submitted in advance of the in-class session on each topic. Key to instructions associated with each question:  = instructor comment (Discuss) = question meant to stimulate class discussion (Lecture) = question meant for the instructor to answer (notes) = end-of-question prompts for instructor response

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Required Readings: Will be available on Moodle. (see list at end of tentative schedule) Learning Goals: The purpose of this course is to acquaint students with the field of marketing. Students will learn about:  how to develop marketing strategies, including understanding customers, competitors, industry trends, setting objectives, formulating and executing marketing strategies, evaluating outcomes-in essence, how the various aspects of marketing are used synergistically to deliver a coherent, successful strategy  trends in marketing  how marketing differs across various industries and contexts (consumer products, professional services, non-profits, business-to-business markets, technology, healthcare, etc.).  how marketing personnel interact with other managers and partners to develop, execute, and evaluate marketing plans The objective is to ensure that students who select marketing as their major have a solid understanding of how marketing strategies are developed, how they are evaluated, and the necessary skills effective marketers must possess. Learning Outcomes:  Demonstrate proficiency in the various dimensions of marketing, particularly as they relate to achieving marketing objectives; for example, understand how sales works with marketing communications, and how research is used in strategy development  Exhibit knowledge of key trends in marketing, such as multi-channel marketing, marketing (data) science, mobile/digital marketing platforms and how those affect marketing goals, strategies, and tactics  Demonstrate ability to conduct "due diligence" on a company, competitors, customers, and industry resources  Evaluate common themes related to success in marketing

Innovative marketing, 2017

Foundation and preparatory classes in marketing should be designed to help students achieve academic and professional success. Principles of marketing is supposed to aid students in getting an overall understanding of marketing systems and its environment, as well as the relationships between principles of marketing theories and the practices of marketing. This article examines the link between the foundation marketing course, marketing theories, marketing management, and marketing practices and provides suggestions for advancement of marketing thought and practices. Implications for curriculum and instructional development in the subject area are also emphasized.

The thought surrounding my controversial introspective paper has formed a critical genealogy of its own. Here, I revisit the paper's writing and then consider readers' responses, including my own. In so doing, I find that the idea of erasure adapted from Derrida best describes what has emerged, namely a process of ignoring what I said or effacing/recasting it when ignoring was not possible. Key Words • academic erasure • Asian versus Western thought • cultural amnesia • genealogies of a paper's and researcher's career • introspection • narrative versus metacognitive introspection • thought experiments • types of introspection

This paper is the second synopsis in a series of three. It discusses a PhD syllabus that has been chosen for tis ability to highlight prevailing issues in current marketing. The students are first familiarized with the concept of online social media marketing by introducing them to the work from Berthon et al. (2007, 2012). A marketing framework for working with social media is then drawn up on the basis of ideas from Kumar et al. (2012). The implications of social media marketing are finally highlighted through an empiric case study developed by Seijts et al. (2012). This happens all the while the core course book from Hedin et al. (2012) keeps the students abreast with market intelligence as a factor that inhibits risk.

Preface and editorial arrangement © Michael J. Baker and Michael Saren 2010 S SG GS S 2 24 4 8 82 2

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3.3 Discussion Questions and Activities

Discussion questions.

• Why do people in different cultures buy different products? Discuss with your class the types of vehicles you have seen other countries. Why are they different, and how do they better meet buyers’ needs in those countries? What types of cars do you think should be sold in the United States today?
• What is your opinion of companies like Google that gather information about your browsing patterns? What advantages and drawbacks does this pose for consumers? If you were a business owner, what kinds of information would you gather on your customers and how would you use it?
• Are there any areas in which you consider yourself an opinion leader? What are they? How are companies getting information about opinion leaders?
• What purchasing decisions have you been able to influence in your family and why? Is marketing to children a good idea? If not, what if one of your competitors were successful in doing so? Would it change your opinion?
• Name some products that have led to postpurchase dissonance on your part. Then categorize them as high- or low-involvement products.
• Describe the decision process for impulse purchases at the retail level. Would they be classified as high- or low-involvement purchases?
• How do you think the manufacturers of products sold through infomercials reduce postpurchase dissonance?
• Explain the relationship between extensive, limited, and routine decision making relative to high- and low-involvement decisions. Identify examples of extensive, limited, and routine decision making based on your personal consumption behaviour.
• Why is understanding consumer behaviour so important for companies? Think of examples where you do not think companies understood their consumers.
• Go to the Osprey Stories [new tab] page. Do the stories make you more or less inclined to purchase an Osprey backpack?
• Select three advertisements and describe the needs identified by Abraham Maslow that each ad addresses. Find an international version of an advertisement for one of the products. What differences do you detect in the international version of the ad?
• Break up into groups and visit an ethnic part of your town that differs from your own ethnicity(ies). Walk around the neighbourhood and its stores. What types of marketing and buying differences do you see? Write a report of your findings.
• Using Maslow’s hierarchy of needs, identify a list of popular advertising slogans that appeal to each of the five levels.
• Identify how McDonald’s targets both users (primarily children) and buyers (parents, grandparents, etc.). Provide specific examples of strategies used by the fast-food marketer to target both groups. Make it a point to incorporate Happy Meals and Mighty Kids Meals into your discussion.

Principles of Marketing Copyright © 2022 by [Author removed at request of original publisher] is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Preview text, marketing final exam esay questions.

• Define and explain the 4 characteristics that affect the marketing of a service. What are additional marketing considerations that services require? Provide example from your studies of companies who provide excellent service to their customers page 213 Service is an activity, benefit or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything. Examples are banking, hotel, airline, retail, wireless communication and home-repair services. There are 4 major characteristics of service when designing marketing program such as intangibility, inseparability, variability and perishability.

Service intangibility means that services cannot be seen, tasted, felt, heard or smelled before they are bought. For example, people undergoing cosmetic surgery cannot see the result before the purchase. Airline passengers have nothing but a ticket and the promise that they and their luggage will arrive safely at the intended destination, hopefully at the same time. To reduce the uncertainty, buyers look for signals for the quality of service from the place, price, people, equipment and communication that they can see. The service provider needs to make sure the evidence management in which they serve their customers with organised, honest evidence of its capabilities. Service inseparability means that services cannot be separated from their providers, whether the providers are people or machines. If a service employee provides the service, then the employee becomes a part of the service. Because the customer is also present as the service is produced, provider–customer interaction is a special feature of services marketing. Both the provider and the customer affect the service outcome. For example, the service at the salon for haircut and cleaning service.

Service variability means that the quality of services depends on who provides them, as well as when, where and how they are provided. For example, some hotels – say, Sofitel – have reputations for providing better service than others. Still, within a given hotel, one registration-counter employee may be cheerful and efficient, whereas another standing just a metre or so away may be unpleasant and slow. Even the quality of a single Sofitel employee’s service varies according to his or her energy and frame of mind at the time of each customer encounter. Service perishability means that services cannot be stored for later sale or use. For example, some doctors charge patients for missed appointments because the service value existed only at that point and disappeared when the patient did not show up. THE ADDITIONAL MARKETING CONSIDERATION THAT SERVICE REQUIRE:

Service–profit chain is the chain that links service firm profits with employee and customer satisfaction. The chain consists of five links such as: - Internal service quality: superior employee selection and training, a quality work environment and strong support for those dealing with customers. - Satisfied and productive service employees: more satisfied, loyal and hardworking employees. - Greater service value: more effective and efficient customer value creation and service delivery. - Satisfied and loyal customers: satisfied customers who remain loyal, repeat purchase and refer other customers. - Healthy service profits and growth: superior service firm performance.  Internal marketing means orienting and motivating customer contact employees and supporting service people to work as a team to provide customer satisfaction. For example, Coles Supermarkets starts by hiring the right people and carefully orienting and inspiring them to give unparalleled customer service.  Interactive marketing means interacting with customers and others in the marketing channel on a one-to-one basis in person or remotely via digital technologies. For example, customers can log on to the Coles website and shop online. They can also follow Coles on Twitter, pin to Pinterest, like on Facebook and check out recipes and product reviews on the website.

brands. Promotion refers to the activities that the company do to attract the customers and persuade them to purchase their product and services. This means it ensures that all forms of communications and messages are carefully linked together in order to offering good promotion strategy in a business.  The role of promotion mix in marketing mix is significant and serious.

• the impact that variables, like advertising and personal selling have on the common man is tremendous.
• When you communicate to your customers via these means, you are more aware of what they need and vice versa.
• Such effective strategies help increase the company's market value, share price, and reputation as a whole.
• Depending on how appropriately the tools are used, huge sales targets and profits can be generated.
• They can help you stay abreast of the current market situation and keep the competitive spirit going. Therefore, the promotional mix is a critical element for the success of a business since all businesses naturally want to generate more revenue by growing and promoting their business. Using promotional tools, businesses can acquire additional clients and encourage them to come back through the provision of high-quality service.  The five major promotion tools are defined as follows:

Advertising: Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising includes broadcast, print,

internet, outdoor, television, radio and other forms. Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. For example, advertising includes asking a celebrity to endorse a soft drink, publishing an event in newspaper and distributing pamphlets advertising a new product. Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service. Sales promotion is a strategy, which can be used for a limit time, with and without the media. This is done in order to encourage sale of a particular product, market a particular product, increase customer trust, and create a positive outlook for the firm. Sales promotions generally ensure that a large part of the general public is aware of the company's current products and services. Sales promotion includes discounts, coupons, displays and demonstrations. For example, announcing a huge sale in products, like teenage and children's clothing, with discounts. Offering free samples of exclusive items, and advertising for the same via brochures and vouchers. Personal selling: Personal presentation by the firm’s salesforce for the purpose of making sales and building customer relationships. Personal selling includes sales presentations, trade shows and incentive programs. Personal selling is the most effective tool at certain stages of the buying process, particularly in building up buyers’ preferences, convictions and actions. It involves personal interaction between two or more people, so each person can observe the other’s needs and characteristics and make quick adjustments. It is believed to be one of the most expensive forms of marketing, and requires you to have tremendous interpersonal and people skills, persuasion being the keyword. For example, demonstrating product in presentations and holding private workshops to spread awareness about personal product. Public relations: Building good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image and handling or pre-empting unfavourable rumours, stories and events. Public relations include press releases, sponsorships, special events and web pages. It means establishing strong contacts and communication with the right people. It helps a firm target a particular niche or a specific audience. However, it is about bringing in newsworthy information about products, revenues, earnings, employees, and operations to the public. For instance, conducting a corporate campaign about a mobile application, holding a

This is where social media has come to the fore, as it enables individuals and groups to interact with one another and with marketing organisations, ranging from not-for-profit organisations to commercial suppliers of goods and services. The key point is that such interactions are mostly synchronous and, because they rely on database information, they are conducted on a one-to-one basis and generate a measurable response, or fulfilment.

The benefit of direct digital marketing for buyers, direct and digital marketing is convenient, easy and private. This approach gives buyers anywhere, anytime access to an almost unlimited assortment of goods and a wealth of product and buying information. For example, on its website and mobile app, Amazon offers more information than most of us can digest, ranging from top-10 product lists, extensive product descriptions and expert and user product reviews, to recommendations based on customers’ previous searches and purchases. Through direct marketing, buyers can interact with sellers by phone or on the seller’s website or mobile app to create exactly the configuration of information, products or services they want, and then order them on the spot. Finally, for consumers who want it, digital marketing through online, mobile and social media provides a sense of brand engagement and community – a place to share brand information and experiences with other brand fans.

The benefit of direct digital marketing for sellers, direct marketing often provides a low-cost, efficient and speedy alternative for reaching their markets. Today’s direct marketers can target small groups or individual customers. Because of the one to-one nature of direct marketing, companies can interact with customers by phone or online, learn more about their needs and personalise products and services to specific customer tastes. In turn, customers can ask questions and volunteer feedback.

Direct and digital marketing also offers greater flexibility. It allows marketers to make ongoing adjustments to their prices and programs, or to make immediate, timely and personal announcements and offers. Finally, direct and digital marketing gives sellers access to buyers that they could not reach through other channels. Smaller firms can mail catalogues to customers outside their local markets and post 1-800 telephone numbers to handle orders and inquiries. Internet marketing is a truly

global medium that allows buyers and sellers to click from one country to another in seconds. The example of company who have use direct digital marketing is Wish. Wish is an online shop business that provide a wide range variety of product from fashion, book, kitchen equipment, stationary and many more with affordable price. We can access Wish everywhere and every time. They provide delivery options almost in all the country so this is a global shopping site. They also have an Application that make the customers easier to access. In the first time the customers install and register to Wish app, wish give reward to them by choosing one item for free such as sunglasses, watches, pouch, and other options. The customers only need to pay for the delivery that usually less than $1. Wish also provide other reward like if the customers login to the application every day just to see what’s new, they can get discount until 50% after 7 days. If we order goods from Wish, we can see the track of the delivery, that shifted from where and where is the item now, the customers always can check that information. Usually delivery can arrive 2 weeks or 1 week in advance which is good for the customers. Because of use direct digital marketing, both customers and Wish can get advantage from it. Wish can easier to sell their product globally by using applications, Wish can sell their product in cheaper cost and gain a lot of customers. The customers can get advantage of buying product from different country and they also can know the quality of the product by review from other people that already purchase that product before. The review will always appear under the product pictures. The customers also can give feedback about Wish, the product and delivering process. If the product arrived damaged, the customers can ask for replacement from Wish if the damaged caused by the delivery process and showing them the evidence. That are some advantage of using direct digital marketing.

• Explain in detail how you would segment the market and identify a target market for university cafeteria Market segmentation is analysing how a market is naturally broken into district groups of buyers who have different needs, characteristics or behaviours, and who might require tailored products or marketing programs. Which means a market segment is a group of people who share one or more common characteristics and purposes, and each market segment is different. The marketers use various

b. Demographic segmentation: refers to dividing the market into segments based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation and nationally. Income: the level of income determines the ability and willingness of people buy product or service. It affects a consumer’s buying power and style of living. The target market of university cafeteria is generally students that may earn income from part time job or get money from their family. This indicate, university cafeteria should provide menu that adjust with the student income that usually not as much as full time worker. They should provide affordable menu for students range from 8-15 dollars. They can differentiate the food with the usual and special menu. For example, the price of usual fried rice is cheaper than special fried rice. Religion: university students come from various religion and believes. Some religion not eat beef or fork, so the cafeteria should make sure that they also provide other menu for those people so they can reach wider target market. Other example, the cafeteria can offer Halal Foods to cater for the interest of Muslims who are interested to buy some food in university cafeteria. Gender: doesn’t matter male or female Age: university students usually from 18-32 years old. Graduate students from 18-25 and undergraduate students from 23-32 years old. c. Psychographic segmentation: refers to dividing a market into different segments based on social class, lifestyle or personality characteristics. Lifestyle: which is the manner in which people live and spend their time and money. University students usually has a lot of assignment and exams come up during the busy week. University cafeteria can provide ready to go food which can save the time of students from the line. d. Behavioural segmentation: refers to dividing a market into segments based on consumer knowledge, attitudes, uses or responses to a product. The example of people based on behavioural segment is those who choose to implement healthy life for vegetarian or vegan. They want to get positive benefit from the food that they consumed for their body and also to support their brain readiness for the class and their study. They only eat vegetables and some of them don’t want to eat instant food because of the risk on it. The university cafeteria should provide options for those people.

In conclusion, the primary target market for university cafeteria are students from 18-32 years old that can be divided into the level of their study like graduate, undergraduate or PHD students that come from diverse background and segmented based on the explanation above. Other target market of university cafeteria also for the lecturer and staff at campus.

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