123456789 assign – Description
1.Identify and describe the two approaches for creating a perceptual map.
2.Identify three types of information that can be gathered from customer satisfaction surveys.
3.An arilne is doing a conjoint study to examine what customers would like to see included in their loyalty program. Here are the things they are wondering: Should there be access to an elite club at the large airports (yes or no)? Do the customers value being high priority for upgardes (yes or no)? Should the loyalty program and these benefits be free or available at a fee (e.g., $50 annually)? Explain what the ariline can learn from the following figure.
Row Column Club? Up? Fee? Rating*
1 1 0 0 0 5
1 2 1 0 0 6
1 3 0 1 0 7
1 4 1 1 0 8
2 1 0 0 1 1
2 2 1 0 1 2
2 3 0 1 1 3
2 4 1 1 1 4
* like the least 1 2 3 4 5 6 7 8 Like the most
predictor variables coded: 0=no, 1=yes
4. List and describe the four possible product and market combinations according to Figure 16.2, The Ansoff’s Product-Market Growth Matrix. (SEE ATTACHMENT)
5. How does a Web site’s ease of use affect its ability to create attention, interest, desire, and action? Visit the kitchen and bath pages of Kohler’s Web site (http://www.kohler.com) and determine how successful the company is at moving consumers through the AIDA process.
6.Explain the difference between a “pull” promotional strategy and a “push” promotional strategy. Under what conditions should each strategy be used?
7.Define the following communication terms: encoding, channel, noise, receiver, decoding, and feedback.
Integrated Marketing Solutions is a consumer-products marketing services firm. Currently, the firm is handling the launch of a new book for one of its publishing clients. The campaign includes advance review copies for key book reviewers, “Coming Soon” posters for booksellers, an author book-signing tour, and several television interviews. Everything has been produced and scheduled for release next week. Today, Jane Kershaw, the account executive, has learned that although the book received numerous favorable reviews, the review quoted on all of the promotional materials is fabricated.
8.What should Jane do?
9.What does the AMA Code of Ethics say about accuracy in promotional materials? Go to https://www.ama.org/. and review the code. Then write a brief paragraph on what the AMA Code of Ethics contains that relates to this issue.
10.List the two primary determinants of price. What other factors can affect price setting?
11.Explain yield management systems (YMS) and discuss the types of industry where they are most appropriate.
12.If a firm can increase its total revenue by raising its price, should that occur? Explain why or why not?
13.Why should a salesperson follow up to assess customer satisfaction?
14.Most salespeople are not trained in how to install their products? Why then should a good salesperson make it a point to oversee the installation process?
15.Why do many salespeople seem to ignore after-sale activities that enhance the relationship?
16.Why is it important for a salesperson to ask a buyer what he or she wants the salesperson to do when resolving the complaint?
17. LOOK AT ATTACHMENT ANSWER QUESTION 1,2,4.
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