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contemporary marketing case

Questions and Answers of Contemporary Marketing Case

2. What is the task-objective budgeting method? Describe its two steps.
1. What is the most common way of establishing a promotional budget?
2. What is a pushing strategy?
1. What is a pulling strategy?
2. Why is the choice of a mix a difficult task for marketers?
1. What are the five factors that affect the choice of a promotional mix?
4. What are the benefits of electronic direct marketing?
3. Define direct mail.
2. How is sponsorship different from advertising?
1. Define sponsorship.
2. Why is product differentiation important to marketers?
1. What are the objectives of promotion?
2. What are the six major categories of nonpersonal selling?
1. Differentiate between personal and nonpersonal selling.
2. What is the difference between marketing communications and integrated marketing communications(IMC)?
1. Define promotion.
3. What is noise?
2. Identify the four steps of the AIDA concept.
1. What are the three tasks accomplished by an effective message?
2. Explain how the Internet has enhanced retailers’ functions.
1. Describe Internet-based retailers.
2. What is direct mail?
1. What is direct marketing?
2. Differentiate between agents and brokers.
1. What is the difference between a merchant wholesaler and a rack jobber?
2. How do wholesaling intermediaries help sellers lower costs?
1. What is a wholesaler? How does it differ from a wholesaling intermediary?
3. List several ways to classify retailers by product line.
2. Categorize retailers by shopping effort and by services provided.
1. How do we classify retailers by form of ownership?
3. What are store atmospherics?
2. What are the two components of a markup?
1. What is an SKU?
2. How do retailers select target markets?
1. How does a retailer develop a marketing strategy?
2. Explain the wheel-of-retailing concept.
1. What is retailing?
5. Perform a breakeven analysis for the owner of an average 2000-square-foot home. Prepare a presentation using a spreadsheet, powerpoint slides, and handouts that Miggins could use when discussing
4. Which pricing objective best fits Standard Renewable Energy?Pricing on most items isn’t all that mysterious. Fast food lunch:$5.37. Hamburger: $2.49; fries: $1.89; drink: $.99. Those prices
3. While one can probably find a better price for the components online, what is the value of choosing Miggins for your solar or wind system?Pricing on most items isn’t all that mysterious. Fast
2. Why is return on investment such an important factor for the consumer choosing an alternative energy system?Pricing on most items isn’t all that mysterious. Fast food lunch:$5.37. Hamburger:
1. Why is it important for Standard Renewable Energy to allow Miggins flexibility in pricing?Pricing on most items isn’t all that mysterious. Fast food lunch:$5.37. Hamburger: $2.49; fries: $1.89;
2. How does SRE engage in psychological pricing?Green is hot, there’s no doubt about it. Visit any large retailer such as Walmart, and you can fill your reusable shopping bag with hormone-free
1. How does Miggins quote prices for SRE’s solar systems?Green is hot, there’s no doubt about it. Visit any large retailer such as Walmart, and you can fill your reusable shopping bag with
2. How do you think the price–quality relationship affects the marketing of luxury goods?In a tough economy, the market for luxury goods and services faces unique challenges.Many people who at one
1. What other pricing promotions could a luxury retailer offer to build sales? Should a retailer use different strategies when targeting existing customers and new customers? Why?In a tough economy,
3. Airbus and Boeing subsidies. The U.S. and European Union have had a long-running dispute over allegations of improper government subsidies to commercial aircraft manufacturers(the U.S. about
2. Yield management. Say you’d like to visit Walt Disney World.Visit the WDW Web site (http://disneyworld.disney.go.com/vacation-packages/) to price week-long stays at various times of the year. Be
1. Price competition. Using a popular travel site—such as Expedia.com or Kyack.com—look up airfares for each of the following pairs of cities:New York to Los Angeles Atlanta to Boston
2. Visit the Web site of a hotel chain with which you are familiar to learn if it gives any information about additional surcharges.If consumers were informed about the charges ahead of time, would
1. Do you think adding hidden charges to hotel visitors’ bills is a smart marketing strategy? Why or why not?The law allows companies in a variety of industries to add what many refer to as
4. Go online to a shopping site you use regularly and note the prices for different types of products. Does the firm use psychological pricing? Product line pricing? Note any pricing strategies you
3. Under Staples’ Easy Rebates program, customers can submit most of their rebate applications online for products purchased over the Internet, through the catalog, and in Staples stores.Customers
1. When Dell recently launched its Mini3 smartphone, it targeted consumers not in the United States but in Brazil and China. Its strategy: to create loyal customers as those markets emerge. A few
5. Decide on a trip you’d really like to take. Then go online to several of the travel sites—Orbitz, Travelocity, Priceline.com, or others—and compare prices for your trip, including airfares,
4. On your own or with a classmate, visit a local supermarket to find examples of promotional pricing and loss leaders. Note instances of both. Does the promotional pricing make you more apt to
2. Figure out how much it will cost to buy and own one of the following new cars from a dealership, or select another model.What is the list price? What price could you negotiate?a. Ford Escape
1. With a classmate, create two advertisements for the same product.One advertisement should feature a high price, the other advertisement should feature a low price. Present your advertisements to
10. Although cannibalization generally forces price cuts, in what ways can it actually benefit a firm?
4. What are allowances? How do they work?
2. Why is competitive pricing risky for marketers?
2. Do you think the opening of the 8,000-square-foot brick-andmortar store in Seattle distracts from their pricing strategy or enhances it? Why? To learn more about the brick-and-mortar store, visit
1. Do you believe Evo’s pricing strategy for evogear.com meets the five pricing objectives outlined in the text? Provide examples for each objective.In a recent year, Evo, the Seattle-based snow
2. The cash incentive in the CARS plan appears to have succeeded in its goal of reducing harmful emissions. What lessons do you think that success offers for other efforts to safeguard the
1. Who really pays the cost of a government price-incentive plan like Cash for Clunkers? Why? What other ways can you think of to distribute such costs?During a recent summer, the federal government
3. Airbus and Boeing subsidies. The U.S. and European Union have had a long-running dispute over allegations of improper government subsidies to commercial aircraft manufacturers(the U.S. about
2. Yield management. Say you’d like to visit Walt Disney World. Visit the Web site (http://disneyworld.disney.go.com/vacation-packages/) to price week-long stays at various times of the year. Be
1. Price competition. Using a popular travel site—such as Expedia.com or Kayak.com—look up airfares for each of the following pairs of cities:New York to Los Angeles Atlanta to Boston
2. A customer mentions the beef in the dish he ordered is “tough and dry” and the order seems smaller than before. What would you do?You work for a major restaurant in your town. The manager is
1. You know the restaurant advertises the quality of its ingredients in the local media. But the menu changes are not advertised, and it bothers you. What course of action would you take?You work for
2. Music artists earn only about 9 percent in royalties per CD, using a royalty base of retail price less 25 percent for packaging costs.The rest goes to the producer and to cover recording costs,
5. How do cell phone companies make money by charging a flat rate per month for a set number of minutes, such as $35 for 300 minutes? Can you think of a more profitable plan? Would it appeal to
2. How are the following prices determined and what do they have in common?a. ticket to a local museumb. college tuitionc. local sales tax rated. printing of business cardse. lawn mowers
10. How do pricing objectives for a global firm differ from those used generally?
8 Relate the concepts of cannibalization, bundle pricing, and bots to online pricing strategies.
7 Compare the three alternative global pricing strategies.
6 Explain the importance of transfer pricing.
5 Contrast competitive bidding and negotiated prices.
4 Relate price to consumer perceptions of quality.
3 Identify the various pricing policy decisions marketers must make.
2 Describe how prices are quoted.
1 Compare the alternative pricing strategies, and explain when each strategy is most appropriate.
8 Identify the major pricing challenges facing online and international marketers.
7 Explain the use of yield management in pricing decisions.
6 List the chief advantages and shortcomings of using breakeven analysis in pricing decisions.
5 Explain the major costplus approaches to price setting.
4 List the practical problems involved in applying price theory concepts to actual pricing decisions.
3 Explain price elasticity and its determinants.
2 Identify the major categories of pricing objectives.
1 Outline the legal constraints on pricing.
5. Put yourself in the role of a product manager for a company(like low-flush toilets or solar panels) interested in donating some of their products to the Greenburg project. Your manager has asked
4. Why is advertising more advantageous for Ogden’s ad clients?Greensburg, Kansas—Greensburg is the small Kansas town that was decimated by a powerful EF-5 tornado last May, the result of which
3. Why is personal selling an important aspect of Ogden Publications’ approach to advertisers?Greensburg, Kansas—Greensburg is the small Kansas town that was decimated by a powerful EF-5 tornado
2. To which sales channels does Greensburg GreenTown market the Model Homes Project?Greensburg, Kansas—Greensburg is the small Kansas town that was decimated by a powerful EF-5 tornado last May,
1. What are the challenges in soliciting product placements and donations for the Model Homes Project?Greensburg, Kansas—Greensburg is the small Kansas town that was decimated by a powerful EF-5
2. Which step in the sales process is most important in a consumer’s decision to purchase a car?“We want our customer to have a long-term relationship with us,” explains Vinnie Koc, a sales
1. How important is sales force management in Scholfield Honda’s overall success? Why?“We want our customer to have a long-term relationship with us,” explains Vinnie Koc, a sales consultant
2. In your opinion, what would be the advantages and disadvantages of working as a salesperson in a niche industry like private or business jets? For someone interested in that kind of job, what
1. Who might be a good prospect for a private jet? If you were a salesperson for such aircraft, how would you go about qualifying a prospect?Welcome to the world of the rich and famous—where people

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