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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

=+• What were your biggest successes or failures—in school or work?
=+• How do you make big decisions? How do you function under pressure?
=+• Do you work better with other people, or on your own?
=+• Where do you see yourself in five years?14
=+• Do you want to work in this industry?
=+• Do you want to be a part of the company’s mission? Would you be proud to work for this company?
=+• Could this particular job lead to other opportunities within the company?
=+• Will you be able to work well with your co-workers and supervisors?
=+• Can you already see ways that you can learn and contribute your best efforts to the company?
=+1. Define marketing and explain how it creates utility.
=+2. What three factors have forced marketers to embrace a global marketplace?
=+1. Define creativity and critical thinking.
=+2. Why are both of these attributes important for marketers?
=+3. Why is interactive marketing an important tool for marketers?
=+2. What is a strategic alliance?
=+1. Define ethics.
=+2. What is social responsibility?
=+10. How do ethics and social responsibility help a firm achieve marketplace success?
=+1. Consider each of the following firms and describe how the firm’s goods and/or services can create different types of utility. If necessary, go online to the company’s Web site to learn more
=+a. Olive Garden, Red Robin, Chili’s, or another restaurant chain
=+b. Snapfish or other online digital photo servicec. Busch Gardensd. eBaye. Supervalu supermarkets
=+2. With a classmate, choose a U.S.-based company whose products you think will do well in certain markets overseas.Suggestions include Pizza Hut, Cuts Fitness (for Men) or Curves (for Women), iSold
=+3. Choose a company that interests you from the following list, or select one of your own. Research the company online, through business magazines, or through other sources to learn what seems to
=+1. Would you take a quick look at the ads—and any accompanying marketing notes—while the interviewer is out of the office? Why or why not?
=+2. In your next interview, would you tell the competitor that you saw the ads? Why or why not?
=+3. When the interviewer returns, would you mention the ads and offer your own commentary on them? Why or why not?
=+1. Exploring the AMA’s Web site. The American Marketing Association’s Web site contains lots of useful and interesting information for students. One section is devoted to careers. Visit the
=+a. According to a recent survey of hiring managers, what is the best way for a job seeker to follow up after he or she submits a résumé?
=+b. What is the primary means of communication used by managers today?
=+c. What are three dos and don’ts for attending a business luncheon?
=+2. Job outlook for marketing professionals. The U.S. Bureau of Labor Statistics compiles data about occupations and makes forecasts concerning future employment growth. Visit the BLS Web site
=+a. What are the three significant points about the outlook for those considering a career in marketing?
=+b. Of the total employed as managers in the various marketing-related occupations, how many are employed as sales managers? Which industry (or industries) employs the largest number of sales
=+c. What is the outlook for growth in the various marketingrelated occupations over the next few years?
=+1. Describe the role of relationship marketing in the making the hybrid clubs successful in the marketplace.
=+2. What type of strategic alliances could golf equipment manufacturers use to promote their hybrids?
=+What advantages or disadvantages does such a strategy offer?
=+2. How important is it for a chip manufacturer to market its B2B products (microprocessor chips) to end users in the personal computer market who aren’t particularly tech-savvy?
=+1. In what ways do Intel and AMD create value for their business customers?
=+c. Wal-Mart Stores: http://www.walmartstores.com (click on Suppliers
=+b. JCPenney: http://www.jcpenney.net/company/supplier/index.htm
=+a. Home Depot: http://corporate.homedepot.com/wps/portal (click on For Suppliers)
=+2. Selling to national retailers. A high percentage of B2B marketing consists of manufacturers selling products to national retailers. Each retailer establishes standards for vendors. Visit each
=+c. American Express: http://www.americanexpress.com(click on Small Business)
=+b. State of Illinois: http://business.illinois.gov/sbr.cfm
=+a. Small Business Administration: http://www.sba.gov
=+1. Small-business assistance. A variety of state and federal governmental agencies, along with financial services firms, offer several types of assistance to small business. Visit each of the Web
=+3. Would you try to influence the purchase decision in either direction?
=+2. Would you mention the customer-service rumors either to your friend or your boss?
=+1. Would you arrange the meeting between your friend and your boss?
=+ What might be some of the drawbacks to this type of selling?
=+4. Do you think online selling to the federal government benefits marketers?
=+3. Imagine that you are in charge of making the decision to lease or buy a fleet of automobiles for the limousine service for which you work. What factors would influence your decision and why?
=+1. Imagine that you are a wholesaler for dairy products such as yogurt and cheese, which are produced by a cooperative of small farmers. Describe what steps you would take to build relationships
=+10. In teams, research the practice of remanufacturing of business products such as factory machinery for foreign markets.What challenges do marketers of such products face?
=+9. Find an advertisement with marketing messages targeted for an institutional market. Analyze the ad to determine how the marketer has segmented the market, who in the buying center might be the
=+What type of process is involved in buying?
=+What is the range of contract amounts? Who are the typical suppliers?
=+8. Conduct research into the U.S. government’s purchasing process. Select a federal agency or department, such as the Environmental Protection Agency, National Aeronautics and Space
=+7. Form a team to conduct a hypothetical team selling effort for the packaging of products manufactured by a food company such as Kraft or General Mills. Have each team member cover a certain
=+6. Imagine that you and your teammates are buyers for a firm such as Starbucks, Dick’s Sporting Goods, Marriott, or another firm you like. Map out a logical buying process for a new-task purchase
=+5. As a team, research a firm such as Microsoft or Boeing to learn how it is using outsourcing or offshoring. Then report on what you think the benefits and drawbacks to the firm might be.
=+4. In pairs, select a business product in one of two categories—capital or expense—and determine how derived demand will affect the sales of the product. Create a chart showing your findings.
=+3. In pairs or individually, select a firm in your area and ask to interview the person who is in charge of purchasing. In particular, ask the person about the importance of buyer–seller
=+2. As a team or individually, choose a commercial product, such as computer chips, flour for baking, paint, or equipment, and research and analyze its foreign market potential.Report your findings
=+d. classroom furniture Does the buying process differ for any of these products?If so, how?
=+a. lab equipment for one of the science labsb. the school’s telecommunications systemc. food for the cafeteria
=+1. In small teams, research the buying process through which your school purchases the following products:
=+10. Describe some of the factors that direct U.S. government purchases. Why are institutional markets particularly challenging?
=+What is the purpose of team selling?
=+In the buying center, who has the formal authority to make a purchase?
=+9. In the buying center, who is a marketer likely to encounter first?
=+ How is offshoring different from outsourcing?
=+5. For what reasons might a firm choose an option other than making a good or service in-house? Why is outsourcing on the rise?
=+2. Such gifts merely drive up the cost of doing business, which hurts customers and shareholders in the long run.
=+1. It’s too difficult to make impartial decisions about which vendors to use if you accept anything of material value from them.
=+2. Gifts of nominal value are simply a way of thanking important customers and do not influence sales.
=+1. Most buyers can be trusted to make the right decision about vendors based on criteria such as price and quality rather than gifts.
=+2. What is the NAICS?
=+1. What are the four major ways marketers segment business markets?
=+2. Do you think Burger King is making a good marketing decision to focus essentially on one group of consumers—the Super Fans? Why or why not?
=+1. What factors are involved in your own decisions about where and what to eat? Is this usually a highinvolvement or low-involvement decision? Where do you eat most often? Why?
=+2. Consumer decision process. Assume you’re in the market for each of the following products. Follow the first three steps in the consumer decision process model shown in the text
=+c. HispanoClick.com is one of many marketing research and consulting firms that helps other companies market to Hispanics. Visit the Web site (http://www.hispanoclick.com)and review the services
=+b. Select a major consumer products or food company, such as General Mills (http://www.generalmills.com), Tyson Foods (http://www.tyson.com), or Unilever(http://www.unilever.com). Write a report
=+a. The U.S. Census Bureau is a major source of demographic data. Visit the Bureau’s Web site (http://www.census.gov). Click on People & Households and then Hispanic Origin. Review the data
=+1. Targeting Hispanic consumers. As noted in the chapter, Hispanics make up a growing percentage of American consumers. Review the material on Hispanic consumers in Chapter 5 and then complete
=+3. How would you evaluate this advertisement from an ethical standpoint?
=+2. Might the ad mislead children in any way? If so, how?
=+1. Who would be the reference group that children might aspire to in their purchase of the product in the ad? In Maslow’s hierarchy, what needs might the product satisfy?
=+5. Think about a purchase that created cognitive dissonance within you after the purchase was made. How did you resolve the anxiety created by the purchase?
=+4. Outline three of the four components of your self-concept:self-image, looking-glass self, and ideal self. How close do you think these are to your real self?
=+What and who influenced the purchase? On Maslow’s hierarchy, what needs did you think the purchase would satisfy?Were those needs actually satisfied? Why or why not?
=+3. Describe a recent high-involvement purchase that you made.
=+If you haven’t experienced a change, describe a good or service toward which you have a strong attitude—and how marketers might be able to change your attitude.
=+2. Describe a good or service toward which you have changed your attitude. What influences caused you to make the change?
=+1. Describe what you think the core values of U.S. culture are.Do you share all of those values? Why or why not?
=+5. Choose a partner and select a low-involvement, routinized consumer product such as toothpaste or detergent. Create an ad that you think could stimulate consumers to change their preferred brand
=+4. On your own or with a classmate, select a print advertisement and identify its cognitive, affective, and behavioral components as well as your attitude toward the advertisement. Discuss the
=+3. With a classmate, select a good or service that may have suffered from a poor image recently—it may have performed poorly in the public eye or simply gone out of style. Think about how you

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