Exam 14: Developing an Integrated Marketing Mix

GoPro worked to establish a base price for HERO4 Session but had to adjust the price downward to about half the initial price. When viewed from the customer perspective of cost, these adjustments demonstrated

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Question 1

Correct Answer:

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Participation seems obvious in many high-tech products, especially when products have some sort of online interface, but as a part of the marketing mix, Participation applies to all products. Choose either a ladder or a chair and explore how Participation supports the other elements of the marketing mix.

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Question 2

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Responses will vary. These are products all students should know, and they are usually seen as low-tech. As examples, the student should explore participation and customer benefits (exploring not-obvious uses with others), convenience (shopping with others who might also use the product), customer cost (looking at the total cost including search costs, where to store or use the product, getting it home), and communication (establishing forums were other customers can provide input on the product uses and ideas for new uses). Better responses will show insights about the entire marketing mix.

We think of product-communications linkages as positive for the firm, but the linkage can also have a negative effect on the firm.

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(True/False)

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Question 3

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True

One reason to explore as many core and supporting linkages is to be able to construct the individual and specific marketing mixes for the target segments.

(True/False)

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Question 4

Core linkages are those connections between each of the corresponding 5 Ps and 5 Cs, and the linkages among one of the 5 Ps (e.g., product), and the remaining four of the 5 Cs are known as __________ linkages.

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Question 5

When a company offers group discounts or referral discounts, this is an example of the price-customer benefits linkage?

(True/False)

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Question 6

As the marketers focus on the core linkages for the marketing mix of a product, the most effective approach will be to isolate each of the 5 Ps and determine the desired levels of the consumer side 5 Cs to maximize the perceived value for the customer.

(True/False)

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Question 7

When launching any technology product, a firm such as GoPro must create a balance between what is technically possible-and innovative-and

(Multiple Choice)

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Question 8

Elimination of supporting linkages and any other elements of the proposed marketing plan must be the result of discussions not simple rules.

(True/False)

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Question 9

The connections between the elements of the 5 Ps and the corresponding 5 Cs are known as

(Multiple Choice)

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Question 10

Jason is the junior member working with the rest of the marketing team to identify and develop detailed core, and then supporting, linkages for the new product the firm will be launching. It seems to Jason that it had taken a really long time to get to this stage with the research, segmenting, targeting, and positioning, and considering all the elements of marketing mix. He was proud of all the work he had done to build the comprehensive list, and he was disappointed when he heard what the team would do next. What is the team planning to do next that is disappointing to Jason?

(Multiple Choice)

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Question 11

If you have worked in a group for a project, you know what can happen in a group if one person isn't doing what he or she should be doing to support the group. In a similar way, all five elements of the marketing mix, must work together to achieve the marketing objective. Take the price/cost element and describe what could go wrong in place/convenience and promotion/communication if the product were priced too high or too low.

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Question 12

You probably have retailers where you feel comfortable, where you go to get advice, and where you go to see the people who work there. Unless it's a company store, the manufacturer of products has little direct influence on why you shop there. From the perspective of the manufacturer, the selection of a retailer will be place, but what is going on from the customer's point of view?

(Multiple Choice)

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Question 13

After you have assembled all the linkages that can be used, the next step is to eliminate those that are too difficult to do or those that

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Question 14

As a general rule of thumb, supporting linkages should be retained, regardless of alignment with core linkages.

(True/False)

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Question 15

GoPro demonstrated a large number of positive linkages between the 5 Ps and the 5 Cs, especially from the company's perspective. The overall problems demonstrate

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Question 16

The marketing of services and the marketing of products have similarities, but services marketing does not make use of the product-convenience or product-connections linkages.

(True/False)

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Question 17

GoPro had which promotion problem when the drone was postponed in the spring of 2016 and customers defected?

(Multiple Choice)

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Question 18

Considering both core and supporting linkages can be overwhelming with the many linkages and many options with each of the linkages. What is the BEST way to select those that will become integral parts of the marketing mix?

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Question 19

Place and convenience are connected by a core linkage. While GoPro was able to get the product into places where the customer could find it, it made an error when production problems forced it to

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Question 20

Showing 1 - 20 of 30

GoPro worked to establish a base price for HERO4 Session but had to adjust the price downward to about half the initial price. When viewed from the customer perspective of cost, these adjustments demonstrated

We think of product-communications linkages as positive for the firm, but the linkage can also have a negative effect on the firm.

One reason to explore as many core and supporting linkages is to be able to construct the individual and specific marketing mixes for the target segments.

Core linkages are those connections between each of the corresponding 5 Ps and 5 Cs, and the linkages among one of the 5 Ps (e.g., product), and the remaining four of the 5 Cs are known as __________ linkages.

When a company offers group discounts or referral discounts, this is an example of the price-customer benefits linkage?

As the marketers focus on the core linkages for the marketing mix of a product, the most effective approach will be to isolate each of the 5 Ps and determine the desired levels of the consumer side 5 Cs to maximize the perceived value for the customer.

When launching any technology product, a firm such as GoPro must create a balance between what is technically possible-and innovative-and

Elimination of supporting linkages and any other elements of the proposed marketing plan must be the result of discussions not simple rules.

The connections between the elements of the 5 Ps and the corresponding 5 Cs are known as

After you have assembled all the linkages that can be used, the next step is to eliminate those that are too difficult to do or those that

As a general rule of thumb, supporting linkages should be retained, regardless of alignment with core linkages.

GoPro demonstrated a large number of positive linkages between the 5 Ps and the 5 Cs, especially from the company's perspective. The overall problems demonstrate

The marketing of services and the marketing of products have similarities, but services marketing does not make use of the product-convenience or product-connections linkages.

GoPro had which promotion problem when the drone was postponed in the spring of 2016 and customers defected?

Considering both core and supporting linkages can be overwhelming with the many linkages and many options with each of the linkages. What is the BEST way to select those that will become integral parts of the marketing mix?

Place and convenience are connected by a core linkage. While GoPro was able to get the product into places where the customer could find it, it made an error when production problems forced it to

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Finalizing a Marketing Plan

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