Marketing Chapter 3 Homework Marketing Memo Entitled Print Evaluation Criteria The

Professors on the Go

Chapter 18

Managing Retailing, Wholesaling, and Logistics

Key Chapter Concepts:

Retailing Types of Retailers

Franchising New types of Competitors

Advances in Retail Technology Retail Marketing Decisions

Store Atmosphere Private Label Brands

Wholesaling Market Logistics

Integrated Logistics Systems

Assignments:

Two models for department store success seem to be emerging—one with a strong retail brand

approach and one as a showcase store. In small groups, students are to investigate these two differing

approaches to department store retailing and comment on the future of these concepts using the

concepts defined in this chapter (target market selection, product assortment decisions, etc.).

Atmospherics is an important component of store attractiveness. Every store has its own unique look,

feel, and smell. Yet each consumer may react differently to each of these elements. In groups

composed of male and female students, ask the students to visit three retailers of their own choosing

and comment on how the store atmospherics affected them personally and then group the findings by

sex. Why are there such differences? What can a store do to appeal to both sexes?

Shop—that is, have students visit as many differing types of retailers (and non-store retailers) as they

can over the course of a week. For each shopping occasion, ask the students to record their

impressions of the store’s atmospherics, location, service levels, product selections, and others. Then

rank their preferences from best to least and be able to explain why they assigned the ranking to each

store in terms of the material covered in this chapter.

Store brands, or private label brands, account for one of every five items sold in the United States

today. Students should purchase differing store brands/private label items (ice cream is a favorite

choice for this experiment and can be conducted in class), the national branded product, and do a taste

test comparing the store brand and the national brand. Does the store or private label item meet or

exceed the taste and quality of the national brand? What are the implications for national branded

Professors on the Go

products if store/private label items meet or exceed the national brand? What should or could

marketers’ do to differentiate these products?

Professors on the Go

Chapter 19

Designing and Managing Integrated Marketing Communications

Key Chapter Concepts:

Marketing Communications Marketing Communications Mix

How Marketing Communications Work Macromodel of Communications Process

Micromodel of Communications Process Developing Effective Communications

Establish the Communications Budget Six Cs Criteria

Assignments:

The opening vignette of this chapter is about Oreo, including its real-time marketing efforts. Have the

students read the following articles: Tim Nudd, “Inside Oreo’s Adorable Triple Play for Father’s

Day,” Adweek, June 10, 2013; Jennifer Rooney, “Behind the Scenes of Oreo’s Real-Time Super Bowl

Slam Dunk,” Forbes, February 4, 2013; T. L. Stanley, “Brand Genius: Lisa Mann, VP Cookies,

Mondelēz International,” Adweek, October 29, 2012; Stuart Elliott, “For Oreo Campaign Finale, a

The starting point in planning marketing communications is an audit of all the potential interactions

that customers in the target market may have with the brand and the company. Students should select

a brand of their choosing and in their papers “map” out or create an audit of all the potential

interactions that customers in the target market have with the brand and company. Students should, for

the purpose of this assignment, assume that they are a member of the target market.

Have the students read the following sources listed in the Marketing Insight: “Don’t Touch That

Remote.”: Merrill Barr, “In a World of DVR Monsters, Do Time Slots Still Matter?,” Forbes,

143–49. After reading the articles, ask them to write a memo that summarizes how DVRs are

affecting the way marketers should engage consumers that includes at least three specific

recommendations. They should write the memo from the perspective of a brand management team

member for a consumer packaged goods brand (of their choice) that uses television advertising.

Professors on the Go

Have the students read the following sources listed in the Marketing Insight: “Playing Tricks to

Professors on the Go

Chapter 20

Managing Mass Communications:

Advertising, Sales Promotions, Events and Experiences, and Public Relations

Key Chapter Concepts:

Advertising Program Five Ms

Advertising Objectives Advertising Budget

Advertising Elasticity Message Generation and Evaluation

Creative Development and Execution Reach

Frequency Impact

Alternative Media Media Timing and Allocation

Macroscheduling Microscheduling

Advertising Effectiveness Sales-Effect Research

Sales Promotion Stockpiling

Digital Coupons Events and Experiences

Sponsorship Programs Public Relations

Marketing Public Relations

Assignments:

Organizations handle advertising in differing ways. In this assignment, students should contact

different size companies in their community (one large, one medium, and one small company) and

find out who is responsible for working with their ad agencies and how (and where) did they receive

their training in developing advertising messages. Was or did their training primarily consist of “on–

the–job” training? Experience learned from previous positions in larger firms? Or is their

understanding of the operation of advertising more of a “learn as I go” process? In compiling their

data, can the students identify any common elements? Can we draw any inference from or about

advertising from the data?

In the Marketing Memo entitled, Print Ad Evaluation Criteria, the author lists seven questions that

should be answered in the affirmative concerning the executional elements of print advertising. Have

Professors on the Go

the students select two print advertisements, then ask them to evaluate each of them in regards to the

criteria stated in the Marketing Memo.

This assignment should be a favorite one for the students to complete. Breaking the class up into

groups, assign a different television channel (cable and network) to each group. Have the students’

record all the television commercials shown during prime time for a particular night (say for a

Thursday night). After watching the commercials, students should list their favorite ones, their not so

favorite ones, and the ones that annoyed them the most. Have the students share their commercials

with the other class members and see if the other members share the same opinion(s). Finally, in light

of the advertising objectives presented in this chapter, can the students “pick out” the

message of the ad?

Professors on the Go

Chapter 21

Managing Digital Communications: Online, Social, Media and Mobile

Key Chapter Concepts:

Online Marketing Communications Online Communications Options

Ease of Use Physical Attractiveness

Search Ads Display Ads

Email Marketing Social Media

Blogs Word of Mouth

Viral Marketing Buzz

Customer Loyalty Ladder Mobile Marketing

Mobile Coupons Third Screen

Assignments:

Ask students to select three emails they received from marketers in the past week and see how many

of the suggestions the Marketing Memo: “How to Maximize the Marketing Value of E–mails” were

incorporated into the messages. Then, ask them to relate the tactics used to their personal perceptions

of the e-mails effectiveness. Based on their analysis, ask them to provide additional suggestions, if

any, for maximizing the marketing value of e-mails.

In a research paper, students are to comb appropriate Internet sites, and documents, illustrating the

power of the “buzz” and “viral marketing” about products and/or services. Which ones do they think

are effective and why?

Professors on the Go

Chapter 22

Managing Personal Communications:

Direct and Interactive Marketing and Personal Selling

Key Chapter Concepts:

Direct Marketing Direct Mail

RFM Lifetime Value

Catalog Marketing Telemarketing

Database Marketing Data Warehouses

Data Mining Sales Force

Direct Sales Force Contractual Sales Force

Sales Force Structure, Size, Compensation Fixed and Variable Compensation

Motivating Sales Representatives Sales Quotas

SPIN Method Steps in Sales Process

Relationship Marketing

Assignments:

Ask students to select three emails they received from marketers in the past week and see how many

of the suggestions the Marketing Memo: “How to Maximize the Marketing Value of E–mails” were

incorporated into the messages. Then, ask them to relate the tactics used to their personal perceptions

of the e-mails effectiveness. Based on their analysis, ask them to provide additional suggestions, if

any, for maximizing the marketing value of e-mails.

In a research paper, students are to comb appropriate Internet sites, and documents, illustrating the

power of the “buzz” and “viral marketing” about products and/or services. Which ones do they think

are effective and why?

Professors on the Go

Chapter 23

Managing a Holistic Marketing Organization

Key Chapter Concepts:

Trends in Marketing Organizing for Marketing

Vertical, Triangular, and Horizontal Product Teams Category Management

Customer-Management Organizations Matrix-Management Organization

Socially Responsible Business Models Cause-Related Marketing

Cause Program Social Marketing

Characteristics of Great Marketing Companies Marketing Implementation

Marketing Control Marketing Metrics

Marketing Audit

Assignments:

Successful holistic marketers have integrated relationship marketing, internal marketing, and social

marketing into their organizations. Students should chose three companies that they believe practice

holistic marketing and then defend their choices by outlining the marketing programs of the selected

companies.

Some companies like the Newman’s Own Brand, have built a business model on social responsibility.

Students should find three other examples of such socially responsible firms and comment on whether

or not they see “social responsibility” as a need component for marketing in the future. Specifically,

knowing what we now know about consumer–buying behavior, is “socially responsible” a determinant

for future success—is it a mega–trend? Or just a “trend”?

Professors on the Go

Drawing a clear line between normal marketing practices and unethical behavior is not easy. Identify

two firms, in your area, that you feel are or have demonstrated unethical behavior (although not per se