14-22 Getting to the Top of the List

Many companies spend a significant part of their marketing budget on search engine optimization (SEO). Research what SEO is. Why is it so important for companies to do? Discuss why you think companies feel it is worth spending millions of dollars to do.

14-23 Viral Marketing

Find an example of a viral marketing campaign on YouTube. Discuss the features of this campaign that made it go viral. Research to see if the company reported any benefit from this campaign. Discuss whether you think viral marketing is an effective type of marketing.

14-24 Personal Selling

There are many different careers in sales. To determine whether sales is a good career path for you, use the Internet to research careers in sales. You might want to start by looking at the Occupational Outlook Handbook on the Bureau of Labor and Statistics website. What are the pros and cons of a career in sales? Describe several of the sales careers. Is this a field you are interested in entering? Why or why not?

14-25 Multilevel Marketing

Suppose you want to earn a few dollars but don’t want a full-time job. Research the benefits and requirements of working for a multilevel marketing company doing in-home product demonstrations. Some companies to consider are the Pampered Chef, Amway, Discovery Toys, Herbalife, or MonaVie. How does the compensation structure work for these companies? Is this something you can make a career out of?

14-26 Distribution Logistics

The text discussed the distribution channels for several products. Complete a similar diagram to Figure 14.7 using examples of other products with a one-step distribution channel (producer to consumer), a two-step distribution channel (producer to retailer to consumer), and so on.