ESSAY Questions
- Identify and explain the five stages of the consumer buying process. Give examples of marketing activities designed to influence each stage.
- Although the stages of the consumer buying process are typically discussed in a linear fashion, consumers do not always follow the stages in sequence. Explain why this often occurs.
- Explain the five different target-marketing strategies and give examples of firms that use each one. Also, discuss how firms might approach the targeting of noncustomers.
- Identify and discuss the three traditional market segmentation strategies. Include in your answer a discussion of the relative advantages and disadvantages of each strategy.
- Compare and contrast brand loyalty and brand equity, as well as how these concepts are related. Must a brand possess high brand loyalty in order to possess high brand equity? Explain.
- Discuss the benefits associated with offering a large portfolio of products. What are some of the key issues involved in managing the product portfolio?
- Why is the product life cycle an important consideration in selecting and developing a marketing strategy? What are the core differences among the PLC stages that force marketers to alter their marketing programs over time?
- Identify the unique characteristics of services (relative to tangible goods) and list the marketing challenges created by each characteristic.