The Marketing Mix
by William Pride and O.C. Ferrell
Comprehension (Page 177)
1. The marketing mix consists of the four activities that marketers engage in. The four variables are product, pricing, distribution, and promotion.
2. The result of successful marketing is a product that meets customer’s needs.
3. A good, a service, or an idea can be a product.
4. A high price can give a product a reputation of luxury and status if the product is worth the premium price.
5. Because of the Internet, marketers can more easily reach customers all over the world.
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6. Three purposes for promoting a product include increasing awareness of a product or company, educating people about a product or issue, or maintaining customers’ interest in well-known products.
Discussion (Page 177)
Answers will vary. Possible responses:
1. Services include www.etsy.com, which provides a marketplace for handmade products, or www.rememberthemilk.com, which sends you reminders about things you would otherwise forget. Ideas include a library’s summer reading program for children or a town’s recycling program.
2. Some may report that they are skeptical of low prices as indicators of low quality;
others may report that they sometimes buy something they do not need because it was cheap.
3. The Subway restaurants are indirectly given as an example of convenience and reaching as may customers as possible.
4. Recent uses of viral marketing are usually good options for discussion.
5. It may depend on what is being marketed. It is usually important that the product be properly developed for the market, but for a name brand with a long history, promotion may be most important.
Motivation
by Charles Lamb, Jr., Joseph Hair, Jr., and Carl McDaniel
Comprehension (Page 180)
1. People buy products to fulfill a need.
2. A motive is the feeling that creates a specific need. Hunger (motive) creates the need for food.
3. Physiological: things the body needs for survival (food, water)
Safety: things we need to keep us comfortable and out of danger (protection) Social: the need to belong to a group (acceptance, love)
Esteem: the need to be respected by others for what we do (prestige, recognition) Self-actualization: the need to feel we are living up to our potential (self development) 4. The most commonly experienced needs are physiological, but social needs are the most commonly targeted. Answers may vary, but one possibility is that in societies developed enough to have advertising, physiological and safety needs are somewhat easily met.
Discussion (Page 180)
Answers will vary. Possible responses:
1. Some psychologists have identified the need for beauty (aesthetic needs), the need for knowledge and learning (cognitive needs), as well as the need to help others.
2. The authors’ attitude is neutral. They do not express positive or negative judgments about advertising. This makes sense for a textbook, especially one on marketing.
Examples of advertising that fits with each kind of need are given without being critical of their effects or praising their success.
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3. Marketers and advertisers study consumer motivation in order to understand why people buy products. Thus they can design marketing plans and advertisements to appeal to these motivations.
4. The pyramid shows that those needs lower on the pyramid are more commonly experienced and met than those higher on the pyramid.
EXERCISE 1 (Page 181) 1. Intangible
2. Dissatisfaction 3. Unrelated 4. Unacceptable 5. Insignificant 6. Unavailable 7. Inconvenient 8. Nontraditional 9. Uninformed 10. Disinterested, 11. Uncontrollable 12. Infrequently 13. Inexpensive 14. Insufficiently 15. Unimportant 16. Illegal 17. Nonessential 18. Nonexclusive 19. Ineffective.
Bonus: The first is dissatisfied (meaning that you are unhappy with the situation, such as dissatisfied with the customer service in the store). The second is unsatisfied which, in addition to meaning unhappy, can also mean that you have a need that is not yet met. (He forgot his water bottle, so his thirst remained unsatisfied.)
EXERCISE 2 (Page 182) 1. help
2. financing 3. history 4. difficult 5. unable 6. letter 7. insurance 8. provide 9. deserve
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EXERCISE 3 (Page 184) 1. economy
2. detectives 3. by train 4. dangerous 5. illegal 6. swimming 7. fruit
8. animated movies 9. well-prepared 10. white clouds
EXERCISE 4 (Pages 184-185) 1. the way they dress
2. the degrees they hold 3. their biological classes 4. degree of severity 5. how they kill their prey
6. their preferred reading medium 7. how carefully they drive
8. how frequently they listen to music
EXERCISE 5 (Page 185)
Answers will vary, but some categories for programs and channels might be similar.
Possible Responses:
1. national channels, local channels, cable/satellite only channels
2. channels that appeal to a broad audience, channels that appeal to a specific age group, channels that appeal to a specific gender, channels that appeal to a specific economic class, channels that appeal to people from a specific culture, etc.
3. entertainment (movies, sitcoms), informational (news, business, talk), competitive shows (sports, game shows), how-to shows (cooking, gardening, home improvement) EXERCISE 6 (Page 186)
Answers will vary.
EXERCISE 7 (Pages 187-189)
1. The thesis is “Shoppers can be divided into four categories based on their attitudes toward shopping.”
2. The principle of classification is people’s attitudes toward shopping.
3. True Shoppers love to shop and enjoy the whole process and get a feeling of a satisfaction when they buy something.
4. The Buyer considers the purchase carefully and probably does a lot of research.
5. Price and getting a good deal are the main motivations for the Bargain Hunter.
6. The other three groups either like shopping or don’t mind it. The Anti-Shopper hates it and avoids it.
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7. Answers will vary. Students will probably be able to think of other kinds of shoppers but should be asked to make sure that they are naming a different attitude toward shopping and not introducing a new principle of classification.
EXERCISE 8 Writing (Page 189)