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contemporary marketing case

Questions and Answers of Contemporary Marketing Case

6 Outline the major types of independent wholesaling intermediaries and the appropriate situations for using each.
5 Identify the functions performed by wholesaling intermediaries.
4 Explain the concepts of retail convergence and scrambled merchandising.
3 Show how the elements of the marketing mix apply to retailing strategy.
2Discuss how retailers select target markets.
1 Explain the wheel of retailing.
1 Contrast transactionbased marketing with relationship marketing.
2 Identify and explain the four basic elements of relationship marketing, as well as the importance of internal marketing.
3 Identify the three levels of the relationship marketing continuum.
4 Explain how firms can enhance customer satisfaction.
5 Describe how companies build buyer–seller relationships.
6 Explain customer relationship management (CRM)and the role of technology in building customer relationships.
7 Describe the buyer–seller relationship in businessto-business marketing, and identify the four types of business partnerships.
8 Describe how business-tobusiness marketing incorporates national account selling; electronic data interchange and Web services; vendor-managed inventories; collaborative planning, forecasting, and
9 Identify and evaluate the most common measurement and evaluation techniques within a relationship marketing program.
1. What are the major differences between transaction-based marketing and relationship marketing?
1. What are the four basic elements of relationship marketing?
2. Why is internal marketing important to a firm?
1. Identify the three levels of the marketing relationship.
2. Which level is the most complicated? Why?
1. How is customer satisfaction measured?
2. Identify the ways marketers may obtain customer feedback.
1. Describe two ways marketers keep customers.
2. List three efforts that turn customers into advocates for products.
1. Define customer relationship management.
2. What are the two major types of CRM systems?
3. Describe two steps a firm can take to rejuvenate a lost relationship.
1. What are the four key types of business marketing partnerships?
2. Distinguish between cobranding and comarketing.
1. Name four technologies businesses can use to improve buyer–seller relationships in B2B markets.
2. What are the benefits of effective supply chain management?
1. Define lifetime value of a customer.
2. Why are customer complaints valuable in evaluating customer relationship programs?
3. What is an affinity marketing program?
6. Explain how marketers can turn customers into advocates.
7. Describe each of the four types of business partnerships.
9. What is the most important factor in a strategic alliance?
10. Explain how a firm goes about evaluating the lifetime value of a customer.
3. A hotel chain’s database has information on guests, including demographics, number of visits, and room preferences.Describe how the chain can use this information to develop several relationship
5. Choose a company that makes great stuff—something you really like, whether it is designer handbags, electronics, the tastiest ice cream flavors, or the best jeans. Now come up with a partner for
1. Suppose you were asked to be a marketing consultant for a restaurant specializing in a regional cuisine such as Tex-Mex, Cuban dishes, or New England clambake. The owner is concerned about
2. What types of social interaction might be appropriate—and effective—for a local bank to engage in with its customers?
4. Explain why a large firm such as General Mills might use national account selling to strengthen its relationship with a major supermarket chain.
1. Would you approach the employee to discuss the problem?Suppose you work for a firm that sells home appliances such as refrigerators, microwaves, and washers and dryers. Your company has been
2. Would you ask the employee why he or she is turning customers away?Suppose you work for a firm that sells home appliances such as refrigerators, microwaves, and washers and dryers. Your company
3. What steps do you think your employer could take to turn the situation around?Suppose you work for a firm that sells home appliances such as refrigerators, microwaves, and washers and dryers. Your
1. Cobranding. Use a search engine such as Google or Bing to find three examples of cobranding similar to the Delta Skymiles credit card from American
2. CRM software. ACT! is a type of customer relationship management software. Visit the Web site shown here and prepare a brief report about ACT! software and how it can improve marketing
3. Rewards programs. Virtually all hotels and airlines have customer loyalty rewards programs. Go to the Web sites listed here to learn more about the rewards programs offered by Southwest Airlines
1. Which partner do you think has more to gain from the Microsoft-Yahoo! partnership, Microsoft or Yahoo!? Why?Microsoft has already invested more than $5 billion trying to build an online business
2. What possible disadvantages could the partnership have for the two firms? Which one do you think has more to lose, and why?Microsoft has already invested more than $5 billion trying to build an
1. How do marketing activities such as gift with purchase, samples by mail, and product community blogs affect your purchasing decisions and loyalty? What was the last product you purchased because
2. Do you consider Numi’s relationships with its producers as important to their marketing as the relationships with its customers?Chances are, if you’ve heard of Numi Tea, you heard about it
1. What are the primary market(s) for the Honda Civic GX?When you think about the kind of people who buy hybrid and alternative fuel cars, you’re probably picturing a handful of smug, hipster
2. Does it make sense for Scholfield Honda to market their alternative fuel cars to a mass audience? What are the upsides and downsides to this practice?When you think about the kind of people who
3. How important is marketing research in promoting a new product?When you think about the kind of people who buy hybrid and alternative fuel cars, you’re probably picturing a handful of smug,
4. How might the Scholfield Honda brand have suffered if the Greensburg promotion was a flop?When you think about the kind of people who buy hybrid and alternative fuel cars, you’re probably
5. Go to a few automobile dealerships and record the sticker prices of some hybrid and conventional vehicles for similar classes (sedans, SUVs). Conduct a survey of ten people from one demographic
1 Define product, and distinguish between goods and services and how they relate to the goods–services continuum.
2 Outline the importance of the service sector in today’s marketplace.
3 List the classifications of consumer goods and services, and briefly describe each category.
4 Identify each of the types of business goods and services.
5 Discuss how quality is used by marketers as a product strategy.
6 Explain why firms develop lines of related products.
7 Describe the way marketers typically measure product mixes and make product mix decisions.
8 Explain the concept of the product lifecycle.
9 Discuss how a firm can extend a product’s lifecycle, and explain why certain products may be deleted.
1. Define product.
2. Why is the understanding of want satisfaction so important to marketers?
1. Describe the goods–services continuum.
2. List the six characteristics distinguishing goods from services?
1. Identify two reasons services are important to the U.S. economy and business environment.
2. Why do service firms emphasize marketing?
1. What is the nature of the service?
2. What type of relationship does the service organization have with its customers?
3. How much flexibility is there for customization and judgment on the part of the service provider?
4. Do demand and supply for the service fluctuate?
5. How is the service delivered?
1. What are the three major classifications of consumer products?
2. Identify five factors marketers should consider in classifying consumer services.
1. What are the six main classifications of business products?
2. What are the three categories of supplies?
1. What is TQM?
2. What are the five variables of service quality?
1. List the four reasons for developing a product line.
2. Give an example of a product line with which you are familiar.
1. Define product mix.
2. How do marketers typically measure product mixes?
1. Identify the four stages of the product lifecycle.
2. During which stage or stages are products likely to attract the most new customers?
1. Describe the four strategies for extending a product’s lifecycle.
2. Under what circumstances do firms decide to delete a product from their line?
6. How do firms use benchmarking?
1. On your own or with a classmate, choose one of the following goods (or choose one of your own). Visit the company’s Web site to learn as much as you can about your product and the way it is
2. On your own or with a classmate, create an advertisement for an unsought product such as a remedial reading or math course, a warranty for a big-screen TV, a first-aid kit, or the like. How can
4. With a classmate, choose one of the following firms or another that interests you. Visit the firm’s Web site and measure its product mix. Then create a chart like the one for Johnson & Johnson
5. Choose one of the following goods and services and describe your strategy for taking it to the next stage in its product lifecycle.For products in the maturity or decline stage, describe a
1. Using the five variables of service quality as your guideline, what steps would you take—within your realm of control—to close the gap between the level of service passengers expect and the
2. How might you attract business customers? Would you give them a level of service that is different from families and other consumers who are flying for pleasure?The airline industry has suff ered
1. Product classifications. Visit the Web site of a company such as Reckitt Benckiser, Colgate, or Unilever. Choose at least five different products and classify each as a convenience or shopping

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