Luiz Moutinho & Charles Chien - Problems in Marketing [eBook (PDF)]

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Problems in Marketing: Applying Key Concepts and Techniques

Sage Publications Ltd | ISBN: 0761971793 | 2007-12-27 | PDF | 336 pages | 2 Mb



Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management.


Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem.


Contents


List of Figures viii

List of Tables x

Preface and Acknowledgements xii

Section 1: Environmental Scanning 1


(I) Problem 1.1 Environmental scanning procedure 2

(I) Problem 1.2 Assessing the social environment 10

(M) Problem 1.3 Scanning and forecasting methods 14

(M) Problem 1.4 Data mining 18

(I) Problem 1.5 Elements of a global information system 25

Section 2: Consumer Behaviour 35


(I) Problem 2.1 Emotions and consumer behaviour 36

(I) Problem 2.2 Consideration sets 40

(M) Problem 2.3 Attitudes and behaviour 42

(A) Problem 2.4 Brand loyalty 48

Section 3: Marketing Research and Market Forecasting 53


(M) Problem 3.1 The expected value of added information 54

(I) Problem 3.2 Reliability and validity of measurements 56

(I) Problem 3.3 Computer-administered survey 61

(A) Problem 3.4 Sample size determination for simple random sample (SRS); samples for multinomial problems 63

(M) Problem 3.5 Sampling error 65

(I) Problem 3.6 Estimation of market potential 72

(M) Problem 3.7 Extrapolation 75

(A) Problem 3.8 Cross-impact analysis 81

(A) Problem 3.9 Model building and scenario planning 84

Section 4: Strategic Marketing 89


(I) Problem 4.1 The marketing planning process 90

(A) Problem 4.2 Marketing information systems and the marketing process 95

(I) Problem 4.3 Strategies for market leaders 99

(M) Problem 4.4 Criteria for marketing effort allocation 107

(M) Problem 4.5 Allocating resources using sales response functions 111

(A) Problem 4.6 Competitive reaction matrix and measuring market power 113

(I) Problem 4.7 Global strategies 117

(M) Problem 4.8 Choice and evaluation of strategy 123

Section 5: Positioning, Product and Pricing 131


(A) Problem 5.1 Positioning services 132

(M) Problem 5.2 Make-or-buy analysis 135

(I) Problem 5.3 Product replacement strategies 137

(I) Problem 5.4 Brand stretching (extension) 140

(A) Problem 5.5 Brand equity 144

(A) Problem 5.6 Financial methods used in the new product development process 149

(A) Problem 5.7 Net present value/profitability index 152

(A) Problem 5.8 Application of decision trees in new-product development 154

(A) Problem 5.9 Application of the PERT/cost technique in new-product development 156

Section 6: Pricing 162


(M) Problem 6.1 Determining price levels 163

(M) Problem 6.2 Perceived value pricing 166

(M) Problem 6.3 Cash discounts 171

(A) Problem 6.4 Predicting future pricing strategies using game theory 171

(A) Problem 6.5 Price dispersion in online markets 174

Section 7: Integrated Marketing Communication 179


(A) Problem 7.1 Media selection 180

(I) Problem 7.2 Effective reach 184

(M) Problem 7.3 Audience measures in broadcast media 187

(A) Problem 7.4 Advertising effects and effectiveness measurement 190

(A) Problem 7.5 Estimating market response to sales promotion 200

(M) Problem 7.6 Sponsorships – event marketing and publicity 203

Section 8: Internet Marketing 209


(I) Problem 8.1 e-Business gets personal 210

(I) Problem 8.2 Digital marketing research 218

(I) Problem 8.3 B2C e-marketing mix 222

(I) Problem 8.4 e-Distribution management 224

Section 9: Sales and Distribution Management 232


(I) Problem 9.1 Marketing objective and structure for the sales force 234

(I) Problem 9.2 Sales force management 240

(I) Problem 9.3 Development of a sales commission plan 245

(M) Problem 9.4 Choosing among alternative distribution-channel structures 250

(I) Problem 9.5 Retailing strategies 252

(I) Problem 9.6 Merchandising strategies 257

(M) Problem 9.7 The total cost approach to distribution 262

(M) Problem 9.8 Economic order quantity (EOQ) model 269

Section 10: International Marketing 273


(M) Problem 10.1 The comparative analytical approach in international marketing 274

(I) Problem 10.2 International target market selection 277

(A) Problem 10.3 Screening and concept testing for new global products 282

(I) Problem 10.4 International price setting 287

(I) Problem 10.5 Organising for international advertising 289

(I) Problem 10.6 International selling 293

(M) Problem 10.7 Multinational product portfolio analysis 303

Section 11: Issues and Trends 308


Index 311


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