MGT 301 - PRINCIPLES OF MARKETING
APPLYING MARKETING KNOWLEDGE
4. What environmental forces (uncontrollable variables) should colleges/universities consider in designing their academic programs? Why?
5. (1) Under what conditions is risk likely to be anticipated in an ultimate consumer purchase situation? (2) What actions are usually taken by these consumers in the research phase? (3) How should "established" versus new marketers respond during this phase?
6. Suppose research at Sony reveals that prospective buyers are anxious about buying their high-definition television sets. What strategies would you recommend to reduce consumer anxiety after purchase?
7. List and briefly discuss 4 key characteristics of organizational buying, which make it different from consumer buying.
8. (1) What is a buying center, and why is it useful in organized buying? (2) Briefly describe the roles assumed by people in a buying center and 1 appropriate question which could be raised by each member.
9. Nelson Dickson has conducted a focus group for Apple Computer, asking participants their opinions regarding new features Apple is considering for its Smart Phones. Apple's marketing manager wants to use the results of this focus group to justify immediate product changes and new promotional strategies. As the market researcher, how would you respond? Diagram your research strategy, reflecting more credibility about the marketplace.
10. (1) Why might a marketing researcher prefer to use secondary data, rather than primary data? (2) What are his/her secondary data options and order? (3) Why might the reverse be true?
11. (1) On-campus residences include students living in university-Owned residence halls, sororities, and fraternities. What market needs are common to these students, which justify combining them into a single cluster in studying the market for a Wendy's restaurant? (2) Which segmentation strategy(ies) would you use? Why?
12. Locate these drinks on the following perceptual map: (a) cappuccino, 1/4b1 beer; and (c) soy milk. Explain your rationale.