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MKTG 522 final exam questions

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Question;(TCO B) Your;company has developed a new educational electronic game. Your target market is;4-6 year old children. What research methods would you use to test this product;concept? Choose at least three methods that you believe will provide valuable;information, and describe your research strategy.(Points: 25);(TCO C) Michael;Porter proposed a tool, the value chain, for identifying ways to create more;value. According to the value chain model, every company is a combination of;activities that are performed to design, produce, market, deliver, and support;their products. Identify the types of activities that would create value within;the organization. How can an organization use this tool? What makes this an;effective approach?(Points: 25);(TCO H) Marketers recognize that the marketing of;services is different than the marketing of a product because of the different;characteristics that distinguish them from physical products. What are these;distinguishing characteristics? How do marketers communicate the value of;services to consumers? How do they make these intangible services appear;tangible to the consumer?;What are some marketing strategies that might be;employed with services to ensure positive results with these distinguishing;characteristics (choose at least two)? In your answer, provide an example of a;service to which your strategies would be utilized.;(TCO D) An increasing number of companies are;basing their prices on the customer's perceived value of the product or;service. Explain the concept of perceived value pricing. What is the;key" to pricing in this manner? How might the marketer determine the;price that the consumer might pay in exchange for that value that they receive?(Points: 25);TCO F) Sales force compensation can be approached;several different ways. Discuss sales force compensation, explaining each of;the different ways compensation can be structured, and the advantages and;limitations of each compensation approach (commission versus salary at a;minimum) that you share.(Points: 25);(TCO E) As the;marketing manager for the manufacturer of a new line of computer jump drives;what strategy would you use to get your channel members to promote your;product? What is the difference between a Push marketing strategy and a Pull;marketing strategy? Explain how you might use each of these strategies assuming;low brand loyalty in this category.(Points: 25);(TCO I) Describe the supply chain strategy using;demand chain planning. By looking at the company as the center of a value;network, how will this approach enable the company to be more financially;efficient?(Points: 2;(TCO J) Direct;marketing can involve many different types of media. What are some of the;potential ethical issues that marketers much address when transmitting their;marketing message to consumers?(Points: 25);TCO;A)Now that you have completed your Final Draft of your Marketing Plan, were you;to begin anew, what would you have done differently insofar as your RESEARCH;effort? What would have been your Definition of the Problem? What information;would you have liked to have obtained? As you answer the question, assume;reasonable monies for market research have NOW been made available to you to do;market research... that were unavailable to you previously. Please be sure to;provide a graduate level response based on the marketing principals learned in;class.;TCO A)Now;that you have completed your Final Draft of your Marketing Plan, were you to;begin anew, what would you have done differently insofar as your RESEARCH;effort? What would have been your Definition of the Problem? What information;would you have liked to have obtained? As you answer the question, assume;reasonable monies for market research have NOW been made available to you to do;market research... that were unavailable to you previously. Please be sure to;provide a graduate level response based on the marketing principals learned in;class.;Be sure to refresh your instructor's mind by providing one sentence that;communicates what your Marketing Plan brought to market.;(Points: 2;5.(TCO G);What is integrated marketing communications? To whom is it targeted? Why is it;key to a company's success in the 21st century? (Use your own words.)(Points: 25

 

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