营销学课后答案完整版

Charpter1 You can define Marketing….Explain……. Marketing: The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Marketing is managing profitable customer relationships What is the difference …….Describe…ipod. 1.Needs: states by felt deprivation. Wants: the form human needs take as shaped by culture and individual personalities. Demands: human wants that are backed by buying power. What are the five different marketing ………?Which orientation ……program? 5 marketing management orientation: ① the production concept ②the product concept ③the selling concept ④ the marketing concept ⑤the societal marketing concept For undergraduate student: the selling concept. The aim often is to sell what the company makes rather than marketing what the market wants. Customer value is consumer’s evaluation …..costs? Total benefits: low price, efficiency, convenience, the style is what you like Total costs: transportation fee (maybe be paid by retailer) The actual one is different from what you see on the Internet. 2.What is customer equity ?How can …...equity? 3.Customer equity: The total combined customer lifetime values of all of the company?s customers (current and potential customers) How to increase? Maintain the current customers, develop the potential customers..building the right relationships with the right customers; create super customer value and customer satisfaction.. How has the Internet….?Marketers? 4.For customers, know more information, get them faster than other media For marketers, get more new opportunities, get closer relationship with customers. 1.There are four major steps in strategic planning. Why is it important for a marketer to perform these steps in order? Solution:The 4 steps:defining the company mission; setting company objectives and goods;designing the business portfolio;Planning marketing and other functional strategies. At the corporate level,the company starts the strategic planning process by defining overall purpose and mission.This mission then is turnecf into detailed supporting dbjectives that whole company.Now headquaters decides what portfolio of business and products is best for the company and how much support to give each one.In turn each business and product develops detailed marketing and other department that support the companywide each steps is closely connection in order. 2.The BCG growth-share matrix identifies four classifications of SBUs: stars, cash cows, question marks, and dogs. Briefly discuss why management may find it difficult to dispose of a“question mark.” Solution: Question marks are low-share business units in high-growth markets. They require a lot of cash to hold their share, let alone increase it. Management needs to think hard about which questions marks it should try to build into stars and which should be phased out. So question mark is very important. In a changing market, it is very difficult for a company to be sure whether a question mark can be srars or not. 3.Discuss the differences between the four growth strategies identified in the product/market expansion grid. Which option would a smaller company be pursuing if it decided to enter an exciting market served by many large, well-known competitors? Assume that the product being introduced by this smaller company is a new offering for the organization, but that this new product offers a number of unique features. Solution: Market penetration is a strategy for company growth by increasing sales of current products to current products to current market segments without changing the product. Market development is a strategy for company growth by identifying and developing new market segments for current company products. Product development is a strategy for company growth by offering modified or new products to current market segments. Diversification is a strategy for company growth through starting up or acquiring businesses outside the company?s current products and markets. Market penetration. For this product has mangy unique features it can enter to the market by for example add more stores in the current market area to make it easier for more customers to visit. 4. Does the “4 ps” marketing mix framework do an adequate job of describ ing marketer responsibilities in preparing and managing marketing programs? Why? Do you see any issues with this framework in relation to service products? Solution: Yes, because many marketing activities that might appear to be left out of the marketing mix are subsumed under one of the four Ps. The issue is not whether there should be four, six, or ten Ps so much as what framework is most helpful in designing integrated marketing programs. Yes, such as banking, airline, and retailing service and packing. 5. What is the importance of marketing implementation? How might a company have excellent planning and poor implementation? Solution: Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly. Implement and strategy are both important to success, and companies can gain competitive advantages through effective implementation. It is still hard for a company to achieve their strategy. or even to sucess 6. What is return on marketing investment? Why is it difficult to measure? Solution: Return on marketing investment is the net return from a marketing investment divided by the costs of the marketing investment. Because in measuring financial ROI, both the R and the I are uniformly measured in dollars. But there is as of yet no consistent definition of marketing ROI. 1.assume you are a marketing manager for an automobile company . your job is to reposition an SUV model that was once identi fied as a “fuel guzzler”. The model now comes with a superefficient, nonpolluting hybrid engine , which of the seven steps of publics discussed in the chapter would have the greatest impact on your plans to the more fuel-efficient model? The media public would have the greatest impact . because the definition of the public is any group that has an actual or potential interest in or impact on an organization?s ability to achieve its objective .and in this question ,it?s said that the job is reposition the S UV model which with non-polluting hybrid engine now. so it needs the media?s power to advertise the new feature of the car ,making a new understanding of the brand. And then it can re-enter the market. 2.what leading demographic factors must an internet portal like AOL consider when marketing its products ? why is each factor so important to AOL? 1)because no matter marketing what product , it always customer-oriented. And demography is the study of human populations in terms of size ,density, location, age, gender, race, occupation, and other statistics. And demographic factors must be an internet portal because it needs population who are the consumers when marketing its product.. 2) because the demographic factors is of major interests to markers. it involves people ,and people make up markets. The world population is growing at an explosive rate. And the world?s large and highly diverse population poses both opportunities and challenges. And here for AOL, it?s necessary for its business and connect with its profit. 3.is it a certainty that a company will lose out on new opportunities if it doesn’t keep up with new technology? Explain . Can you think of an industry segment where technology may not play an important role? 1)Yes, it?s certainty . new technologies create new markets and opportunities. However ,every new technology replaces an older technology . when old industries fought or ignored new technology , their businesses declined. Companies that do not keep up will soon find their products outdated. And they will miss new product and market opportunities. 2)举例自己举。 4.what can a mobile phones marketer do to take a more proactive approach to the changes in the marketing environment ? discuss the specific forces , including macroenvironmental and microenvironmental forces. The mobile phones marketer should take the proactive stance toward the marketing environment. Take aggressive actions to affect the publics and forces in their marketing environment. The marketer can hire lobbyists to influence legislation affecting their industries and stage media events to gain favorable press coverage. He can run advertorials to shape public opinions, pressing lawsuits and file complaints with regulators to keep competitors in line, and they form contractual agreements to better control the distribution channels.(这个是书上的远离部分,具体的这个手机的营销员怎么做自己可随意编写进去。按照这模版远离走即可,在原理后面加上嘎一句自己的与材料有关的话就够了。) 2、Assume that you are a regional marketing manager for a cellular phone company.List at three different sources of internal data and discuss how these data would help you create cellular services that provide greater customer value and satisfaction. Source①----The marketing department furnishes information on customer transaction,demographics,psychographics,and buying behavior.These data can help manager producing the goods that meet the customers needs and wants. Source②----The accounting department prepares financial statements and keeps detailed records of sales,costs,and cash flow.These data can lead the decider to make a appropriate price of the cellular phone,prodviding greater customer value. Source③----The customer service department keeps records of customer satisfaction or service problems.These data can reflect the postpurchase services of the company and maximize the customer satisfaction. 3、Marketing research over the Internal has increased significantly in the past decade.Outline the strengths and weaknesses of marketing research conducted online. Strengths----The most obvious advantages of online research are speed and low costs.It also excellent for reaching the hard-to-reach----the often-elusive teen,single,affluent,and well-educated audiences.It's also good for reaching working mothers and other people who lead busy lives.The Internet also works well for bringing together people from different parts of the country,especially those in higher-income groups who can't spare the time to travel to a central site. Weaknesses----Restricted Internet access can make it difficult to get a broad cross section of people.Another major problem is controlling who's in the sample.Without seeing respondents,it's difficult to know who they really are.Besides,online surveys and focus groups can lack the dynamics of more personal approaches,it also prevents people from interacting with each other and getting excited about a concept. 4、According to the next,"The most common cause of CRM failures is that companies mistakenly view CRM only as a technology and software solution."What does this statement mean? CRM consists of sophisticated software and analytical tools that integrate customer information from all sources,analyze it in depth,and apply it in depth,and apply the results to build stronger customer relationships."The most common cause of CRM failures is…"means that technology alone cannot build pfofitable customer relationships.CRM is not a technology solution--you can't inproved customer relationships by simply slapping in some software,CRM is just one part of an effective overall customer relationship management strategy. 5、How does your college use an intranet to help its students access data? ①The students can searching the book they need in the library by using the intranet. ②Students can join the class and learn the listening and talking of English by the intranet made by our teachers. (PS:you can give an example by yourself) 6、Small businesses and nonprofit organizations often lack the resources to conduct extensive market research.Assume that you are the director of fundraising for a small nonprofit organization that focuses on a social issue.List three ways,using limited resources,that you could gather information about your primary donor group. ①Gathering secondary data.To learn about the historic donor situation of some nonprofit organization,or the news about the donor. ②Survey research.We can know the attitudes,preference and behaviors of people by direct-asking or the questionnaire. ③Observational research.Gathering primary data by observing relevant people,action,and situations. 1.According to the model…….box. 2.marketing and other stimuli enter the consumers' black box and produce certain responses, then they are turned into a set of observable buyer responses. But learning about the ways of consumer buying behavior is not so easy, the answers are often locked deep within the consumers' mind. Explain the cultural …..birthdays. Cultural factors:culture, subculture, social class Social factors:groups, family, roles and status Personal factors:age and life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept The vice president of …………?Why or why not? do not agree Consumers may be highly involved when the product is expensive, risky,purchased infrequently and highly self-expressive. But the doughnut is not expensive and always frequently purchased. 3.Form small groups …….a college. 4.(1)Need recognition:to learn more knowledge, self-actualization needs (2)Information search:search more information about the school you have chosen (3)Evaluation of alternatives:make comparison with the similar school (4)Purchase decision:finally decide which school to go for study (5)Postpurchase behavior:after some time,evaluate if the school match with your imagine, if you are satisfied with it 5.According to 5.8…..which adopter category …camera?Which group…you?Why? 6.digital camera:late majority,it is popular nowadays and adopted by almost everyone. Tivo:early adopters, it's a new product,and haven't ued widely. Late majority may describe me,because I will adopt an innovation only after a majority of people have tried it, and prove it good. To African this product is a new introduced product.it;s a venture.a innovator. Too poor to buy. is Micrioft’s windows xp professional operating software a product or a service ?Describe the core ,actual ,and augmented levels of this software offering .product ,we define product as anything that can be offered to a market for attention, acquisition, use ,or consumption that might satisfy a want or need. Core benefit :make people?s work more convenient Actual product :br and name Miscrioft?s windows xp ,high quality ,,various packaging ,special design , Augmented product : when you buy your it ,the saleman will help you install it ,almost software can install fast, they have after-sale service ,and their service are good . 1.classify the following consumer products as convenience ,shopping ,specialty ,or unsought goods :a laptop computer ,a surgeon, automobile tires. Computer :shopping product ; a surgeon , unsought goods, automobile tire: shopping product what is a brand ?describe the value of brabding for both the buyer and seller. Brand :a name ,term, sign. symbol, or design, or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors. Buyer :branding helps buyers in many ways .brand names help consumers identify products that might benefit them .Brands also say something about product quality and consistency buyers who always buy the same brand know that they will get the some features, benefits, and quality each time they buy . Seller: branding also give several advantages .the brand name becomes the basis on which a whole story can be built around a product?s special qualities .the seller?s brand name and trademark provide legal protection for unique product features that otherwise might be copied by competitors .and branding helps the seller to segment market . 5.What are the four sponsorship options a manufacturer faces ?How does a manufacturer decide which one makes the most sense for its products ? manufacturer?s brands ,private brands ,licensing ,co-branding , most manufacturers take years and spend millions to create their own brand names. Hower , some companies licensenames or symbols previously vreated by other manufacturers 1.The chapter points out …..Beyond too….What are …setting prices? 2.Marketing objectives, marketing mix strategy, organizational considerations , Nature of market and demand, competition , government?s policy.At different levels to adopt different costs..If demand….low price……. 3.What are the differences between cost-based pricing…….value-based pricing? 4.cost-based pricing is product driven. Value-based pricing is setting prices based on buyer?s perceptions of value rather than on the seller?s cost .. cost-based pricing is the process: product-cost-price-value-customers. Value-based pricing is the process: customers-value-price-cost-product. 3Four recent MBA …Would you recommend this pricing strategy? They can?t use it.Good-value pricing offering just the right combination of quality and good service at a fair price,this has involved introducing less-expensive versions of established brand,name,products.At important type of good-value pricing at the retail level is everyday low pricing.their product isn?t less-expensive versions of establish brand.So they wouldn?t. 4. How would the risk ….ink-jet printers? Experience-curve pricing carries some major risks. The aggressive pricing might give the product a cheap image .The strategy also assumes that competitors are weak and not willing to fight it out by meeting the company?s price cuts. Finally, while the company is building volume under one technology. a competitor may find a lower-cost technology that lets it strate at prices lower than those of market leader, who still operates on the old experience curve. 5.Pricing is based…….internal facters.Discuss these……sony MP3 player 6.Other internal factors: Cost: If the cost of Sony MP3 player is high, the pricing of it is high. otherwise, the pricing of it is low. Marker offerings: If consumers perceive that Sony MP3 player …s product or service provides greater value ,the sony company can charge a higher price. If consumer perceive less value compared to competing products, the company must either charge a lower price or change customer perception to justify higher price. Competitive landscape: Customers will be more sensitive if they see few difference between Sony and other competing producers, they will buy the cheapest one. The more information customers have about competing products and prices before buying, the more price sensitive they will be. Nature of the competition: Sony follows a high-price, high-margin strategy, it may attract competition, otherwise, it may stop competitors or drive them out of marker. 7.Explain why elasity …..“commodity”product 8.“commodity” product means the product is popular in people?s life. customers can easily find substitute products. They are elastic. The marketers who sell “commodity” products must focus on the elasticity of demand because their products are elastic, buyers are price sensitive so the marketers will consider lowering their price ,a lower price will produce more total revenue, but this practice makes sense as the extra costs of producing and selling more do not exceed the extra revenue, however, these are all relative to the elasticity of demand. Why would Paim choose……smartphones? Market-skimming pricing is a strategy with high initial prices to “skim” revenue layers from the market. It requires that Product quality and image must support the price, Buyers must want the product at the price, Costs of producing the product in small volume should not cancel the advantage of higher prices , Competitors should not be able to enter the market easily. Market-penetration pricing sets a low initial price in order to penetrate the market quickly and deeply to attract a large number of buyers quickly to gain market share. It has three conditions: Price sensitive market , Inverse relationship of production and distribution cost to sales growth , Low prices must keep competition out of the market. However, smartphone is a kind of high-tech product whose cost is higher than normal ones. with higher initial price, it has a larger space and more levels to cut down the price later to earn more money. And it satisfies the Market-skimming pricing?s requires. If choose the Market-penetration pricing , its initial price is lower . so there is less space to cut down the price , and then the total profits will be reduced. 2.Why is product bundle pricing effective? Because Product bundle pricing combines several products at a reduced price and it can promote the sales of products consumers might not otherwise buy. With lower price, quantity demand increases. more quantities sold, more profits.(可以举例说明,如豪华套餐什么的) 2.Psychological pricing…….prices? 3.⑴ psychological pricing is a pricing approach that considers the psychology of prices and not simply the economics; the price is used to say something about the product. ⑵ reference price is an aspect of psychological pricing. It is the price that buyers carry in their minds and refer to when they look at a given product. When A certain product compares with different reference products, it will reflects psychological difference.(不太确定哎这题) The more phychological price approach to refence price,the more sell it can help sellers setting price 4.Discuss the difficulties an…….commdity-type product. 5.The price that a company should charge in a specific country depends on many factors, including economic conditions, competitive situations, laws and regulations, development of the wholesaling and retailing system, consumer perceptions and preferences .And company's objectives are different in various world markets. Besides ,it also influenced by the additional costs of product modifications, shipping and insurance ,import tariffs and taxes, exchange-rate fluctuations ,and physical distribution. Those above are all different in different countries, so those are the difficulties an international company would encounter if it set a uniform price. 6.Continental Cruise…….reactions? 7.⑴ on the one hand, consumers may think that the Continental Cruise Line is “hot” and may be unobtainable unless you buy it soon, and it is nice. On the other hand, they may think the Continental is greedy and charging what the traffic will bear( means it wants to maximize the profit). ⑵P301 reduce price; raise perceived value; improve quality and increase price(move its brand into a higher price-value position ); launch low-price “fighting brand”. 7.Lawful price………..unlawful 8.Laws prohibit retail(or resale) price maintenance, and deceptive pricing which involves scanner fraud and price confusion. What is the differences between a supply chain……network? Supply chain consists of upstream and downstream partners. It takes a make-and-sell view of the business. The term supply chain is limited because it?s just one part of the value delivery network, which is made up of the company, suppliers, distributors, and ultimately customers who “partner” with each other to improve the performance of the entire system. How might a distribution channel……marketing system? Conventional distribution is a channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profit for the system as a whole. If each a separate business try to build a cooperation relationship and act as a unified system, one channel member owns the others, has contracts with them, or wields so much power that they must all cooperate, then the conventional distribution channel will evolve to a vertical marketing system. 1.The ….Hewlett-Packard and Fidelity…..multichannel distribution.Discussvthe pros……hybrid…channels 2.Advantage: With each new channel, the company expands its sales and market coverage and gains opportunities to tailor its products and services to the specific needs of diverse customer segments. For example , Hewlett-Packard uses multiple channels to serve dozens of segments and niches. Disadvantage: Such multichannel systems are harder to control, and they generate conflict as more channels compete for customers and sales. 3.What factors does a consmetics……low-priced line of cosmetics? 4.Designing a channel system calls for analyzing consumer needs, setting channel objectives, identifying major channel alternatives, and evaluating them. When we design a marketing channel for a new low-priced line of cosmetics, we need to find out what target consumers want from the channel. And producers may avoid the channels used by competitors. After that, the cosmetic producer should identify its major channel byin terms of types and numbers of intermediaries, and also the responsibilities of each channel member. Finally, each alternative should be evaluated against economic, control, and adaptive criteria 5.Put it on shoppe and direct sale or by saleman. 6.Identify the primany challenges an …….members.What are some….to motivate channel partners? 7.The main challenge maybe how to build strong bonds with the distributor and convince them that they can succeed better by working together as a part of a cohesive value delivery system. How to motivate channel partners: companies can install integrated high-tech partner relationship management systems to coordinate their whole-channel marketing efforts. such as some PRM and SCM software to help motivate their channel partners. Second, the company should recognize and reward intermediaries who are performing well and adding good value for consumers. Last, manufacturers need to be sensitive to their dealers. 1.Why are warehouse clubs grown……years? 2.warehouse clubs appeal not just to low-income consumers seeking bargains on bare-bones products; they appeal to all kinds of customers shopping for a wide range of goods, from necessities to extravagances.---p346 3.Describe the similarities and differences between corporate…….and……….fra…….organization? 4.corporate chain stores: Two or more outlets are commonly owned and controlled, employ central buying and merchandising, and sell similar lines of merchandise. Corporate chains appear in all types of retailing, but they are strongest in department stores, food stores, drug stores and women?s clothing stores. Franchise organizations: contractual association between a franchiser and franchisees. Franchise organizations are normally based on some unique product., service, or method of doing business, or on a trade name or patent, or on good will that the franchisr had developed.----p347 Similar: all are forms of contractual retail organization. Differences:Francise are normally based on some unique product or servise,on a method of doing business or on the trade name,goodwill or patent that the Franchiser has developd. 5.Explain why it isimportant foe ratailers……….that has done thie well. 6.until retailers define and profile their markets, they cannot make consistent decisions about product assortment, services, pricing, advertising, store décor, or any of the other decisions that must support their positions.-----p348 7.What’s the wheel-of-retailing concept?Does ……retailing? 8.Wheel-of-retailing concept: a concept of retailing that states that new types of retailers usually begin as low-margin, low-price, low-status operations but later evolve into higher-priced, higher-service operations, eventually becoming like the conventional retailers they replaced. It also applies to on-line retailing.----p355 9.What is retail convergence?How has …small retailers? 10.a merging of consumers, products, prices, and retailers is called retail convergence. Such convergence means greater competition for retailer and greater difficulties in differentiating offerings. The competition between chain superstores and smaller, independently owned stores has become particularly heated. Because of their bulk-buying power and high sales volumn, chain can buy at lower costs and thrive on smaller margins. The arrival of a superstore can quickly force nearby independents out of business But, many small independent retailers are thriving. They are finding that sheer size and marketing muscle are often no match for the personal touch small stores can provide or the specialty merchandise niches that small stores fill for a devoted customer base.---p356 11.What is the primary challenge facing wholesalers who ……..viable part……channel?Explain. 12.Fierce resistance to price increase and the winnowing out of suppliers who are not sdding value based on cost and quality. Progressive wholesalers constantly watch for better ways to meet the changing needs of their suppliers and target market customers. They recognize that, in the long run, their only reason for existences comes from adding value by increasing the efficiency and effectiveness of the entire marketing channel.----p363 1.Many companies are adopting …Integrated marketing communication.Discuss two ..problems..….remedy. 2.Two problems: ①no person or department was responsible for thinking through the communication roles of various promotion tools and coordinating the promotion mix. ② can?t find the answer Under this Integrated marketing communication.cocept,the company carefully interates its many communications channels to deliver a clear consistent and compelling message about the organization and its brands 3.Outline the nine elements of ..commu…process.Why do markerers need….elements? 4.Nine elements: sender, encoding, message, media, recoding, receiver, response, feedback, noise Reasons: To communicate effectively, marketers need to understand how communication works and the communication involves nine elements. 3.Why does the marketing communicator need to know the target market’s readiness stage? Give an example of an ad targeting each stage. Solution: A purchase results from a long consumer decision-making process. The marketing communicator needs to know where the target audience now stands and to what stage it needs to be moved. Example: Daimler-Chrysler first introduce its Chrysler 300 model 4.Why might the northwestern mutual life Insurance Company choose a rational appeal for its life insurance products targeted to 28 to 38-year-old males? Why might it choose a humor appeal? Solution: Rational appeals relate to the audience?s self- interest. They show that the product will produce the desired benefits. Thus this company make ads that showing a product?s quality, economy, value, or performance. And consumers will think this product is best choice. Advocates for humorous messages claim that they attract more attention and create more liking and belief in the sponsor. 5.explain how a brand manager for Colgate toothpaste might use each of the common methods for setting total adverting budgets. 1)affordable method:setting the promotion budget at the level they think the company can afford. Starting with total revenues , deduct operating expenses and capital outlays, and then devote some portion of the remaining funds to advertising. 2)Percentage-of-sales method:setting the promotion budget at a certain percentage of current or forecasted sales. 3)Competitive-parity method: setting their promotion budgets to match competitors? outlays. They monitor competitors? advertising or get industry promotion spendi ng estimates from publications or trade associations, and they set their budgets based on the industry average. 4)Objective-and-task method: developing the promotion budget by 1? defining specific objectives; 2? determining the tasks that must be performed to achieve these objectives; 3? estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.(在该题中提到的是高露洁牙膏,所以愿意就把该 内容 财务内部控制制度的内容财务内部控制制度的内容人员招聘与配置的内容项目成本控制的内容消防安全演练内容 加进去,写应当使用那些具体的广告信息和媒介来达到这个目标?这些信息和媒介计划成本多少?不过原理也够了) 6.Name at least five types of sales that are exempt from the FTC’s three-day cooling-off rule. Advertising Personal selling Sales promotion Public relations Direct marketing What factors make management's task of setting advertising budgets difficult ? ①A brand's advertising budget often depends on its stage in the product life cycle,new products typically need large advertising budgets to build awareness and to gain consumer trial,but mature brands require lower. ②Market share also impacts the amount of advertising needed. ③Also,brands in a market with many competitors and high advertising clutter must be advertised more heavily to be noticed above the noise in the market. 2、Why is it important that the advertising media and creative departments work closely together? Creative department, responsible for the development and produce advertising creative; media sector, select the media and advertising. Advertising in the form of ever-changing, in order to meet customer needs, attract customer's attention, creative department and the media sector should cooperate closely, in order to create the most innovative good advertising. 3.How do an ad..ment…appeal..differ from ..execution style? 4.message execution (1) Slice of life:shows one or more typical people using the product in a normal setting. (2)Lifestyle:shows how a product fits in with a particular lifestyle. (3)Fantasy:creates a fantasy around the product or its use. (4)Mood or imagine:builds a mood or image around the product or service, such as beauty, love , or serenity. (5)Musical:shows people or cartoon characters singing about the product. (6)Personality symbol:creates a character that represents the product. (7)Technical expertise:shows the company's expertise in making the product. (8)Scientific evidence:presents survey or scientific evidence that the brand is better or better liked than one or more other brands. (9)Testimonial evidence or endorsement:features a highly believable or likable source endorsing the product. Discuss three potential problems facing a pharmaceutical….Europe.Are these problems different from ….when advertising in Asia? .because advertisements on MTV is high absolute costs, high clutter, fleeting exposure, less audience selectivity, while advertising in magazine have high geographic and demographic selectivity, credibility and prestige, high-quality reproduction, long life and good pass-along readership. 1.….salespeople serves “two master”what …bad thing? 2.Salespeople at one extreme is an order taker, at the other extreme is an order getter. It?s a good thing.. 3.….ability to build relationships with …key talents. Do u agree ….?Explain 4.I am agree . Explain: Salespeople can probe customers to learn more about their problems and then adjust the marketing offer and presentation to fit the special needs of each customer, therefore ,to make profit for the company. In most cases, the company is not simply seeking a sale .It has targeted a major customer that it would like to win and keep. The company would like to show that it has the capabilities to serve the customer over the long haul in a mutually profitable relationship. The salespeople usually plays an important roles in building and managing profitable customer relationships .So the ability to build relationships with customers is the mostr important of a salesperson?s key talents. Dupont sells……….Describe hou DuPont can best …sales force. Since DuPont?s markets are worldwide and it serves various industries, it should use complex sales force structures. Combine territorial sales force structure with customer sales force structure. territorial sales force structure assign an exclusive geographic area ,and it is beneficial for building and lasting local customer relationship as well as saving travel expenses. customer sales force structure ,in which they organize the sales force along customer or industry lines. Since the DuPont serves in aerospace, agriculture, and health care, separate sales forces can be set up for three different industries, each builds independent sales force according to whether it is a current customer, a new one, a major account or a regular one. Such structure organizes the sales force around customers and helps the company build closer relationship with important customers. 4.A start-up….low-carbohydrate muffinsa….400…..using the workload approach …..manufacturer need. (400*30+100*10)/1000=13 This manufactory needs 13 salespeople. 5. What are..differences between sales promotion and advertising? Sales promotion consists of short-term incentives to encourage purchase or sales of a product or service.Whereas advertising offers reasons to buy a product or service,sales promotion offers reasons to buy now. Explain why …rapid growth…sales promotions Several factors have contributed to the rapid growth of sales promotion.First,inside the company,product managers face greater pressures to increase their current sales,and promotion is viewed as an effective short-run sales tool.Second,the company faces more competition and competing brands are less differentiated.Increasingly,competitors are using sales promotion to help differentiate their offers.Third,advertising efficiency has declined because of rising costs,media clutter,and legal restraints.Finally,consumers have become more deal oriented,and ever-larger retailers are demending more deals from manufacturers.