Essays

Be sure to answer all parts of the following questions and provide well-reasoned rationale/arguments for your positions. Focus and relate your answer to the product or service mentioned in the question

1. Let us think about marketing and services. Choose two mass consumption services and give some examples of how the inseparability of consumption and production of services makes for moments of truth.

2. What are the basic functions of an effective distribution system in mature markets? As online shopping across country borders becomes feasible and accepted, what are the demands on the countries’ distribution systems (including customs duties) that need to be handled?

3. If you were a big industrial French wine producer what obstacles would you face attempting to coordinate prices between European countries?

4. How can price be used as a strategic variable to achieve specific financial goals? Under what conditions should skimming or penetration pricing be adapted as strategies?

5. What trade-offs do marketers have to make when deciding whether to standardize or localize their global advertising and communications?

6. Dell’s rise to a leading position in the global PC industry was based on Michael Dell’s decision to bypass conventional channels by selling direct and by customizing computers. Discuss the importance of channel innovation, giving examples of piggyback marketing in emerging markets.

7. One of the issues facing advertisers is which medium or media to use when communicating with global target markets. Discuss how these media differ from country to country, giving examples.

8. Discuss what makes the use of sales promotion so effective and popular. Describe different types of sales promotions.

Please answer following four essay questions. Take as much space as necessary to provide a concise, clear answer.

Question 1: Why is it important to decide how you will analyze your data before your collect it?

Question 2: Often researchers will develop their hypothesis after they collect their data. Why is this not a good idea?

Question 3: Why is it important to practice good ethics when conducting marketing research?

Question 4: What are three ways researchers may make marketing research reports more “friendly” to managers so they are more likely to use them?