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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

2. ISO certification. The International Organization for Standardization (ISO) is responsible for the development and implementation of product standards. Go to the ISO’s Web site
3. Product lifecycle. Arm & Hammer baking soda was first sold more than 100 years ago. Visit the Arm & Hammer Web site (http://www.armhammer.com). Review the history of the product and then prepare a
1. Do you think opening retail stores in China is a good move for New Balance? Why or why not?Boston-based New Balance has invaded China. The 103-year-old company got its start manufacturing and
2. New Balance calls its new retail stores “Experience Stores.” In your opinion, what does the company mean by “experience,”and how does that experience translate to sales?Boston-based New
1. Why is the development of an entire product line critical to Preserve’s growth and success?When Eric Hudson graduated from business school with his MBA, he did what most people do. He went out
2. At which stage are most “green” products in the product lifecycle?As these products mature, what can be done to extend their product lifecycles?When Eric Hudson graduated from business school
1 Determine how to define a brand.
2Identify the different types of brands.
3 Explain the strategic value of brand equity.
4 Explain the benefits of category and brand management.
5 Discuss how companies develop a strong identity for their product or brand.
6 Identify and briefly describe each of the new-product development strategies.
7 Describe the consumer adoption process.
8List the stages in the new-product development process.
9 Explain the relationship between product safety and product liability.
1. Identify the different types of brands.
2. How are generic products different from branded products?
1. What is brand equity?
2. What are the four dimensions of brand personality?
1. Distinguish between a brand name and a trademark.
2. What are the three purposes of packaging?
3. Describe brand extension and brand licensing.
1. Distinguish between market penetration and market development strategies.
2. What is product development?
3. What is product diversification?
1. Who are consumer innovators?
2. What characteristics of a product innovation can influence its adoption rate?
1. Where do ideas for new products come from?
2. What is concept testing?
3. What happens in the commercialization stage?
1. What is the role of the Consumer Product Safety Commission (CPSC)?
2. What safety issues come under the jurisdiction of the Food and Drug Administration (FDA)?
3. Why is brand equity so important to companies?
4. What are the characteristics of an effective brand name?
7. Describe the different product development strategies.
8. What are the five stages of the consumer adoption process?
10. List the six steps in the new-product development process.
1. Locate an advertisement for a product that illustrates an especially effective brand name, brand mark, packaging, and overall trade dress. Explain to the class why you think this product has a
2. With a classmate, search a grocery store for a product you think could benefit from updated or new package design. Then sketch out a new package design for the product, identifying and explaining
3. What category of consumer adopter best describes you? Do you follow the same adoption pattern for all products, or are you an early adopter for some and a laggard for others? Create a graph or
4. Which product labels do you read? Over the next several days, keep a brief record of the labels you check while shopping.Do you read nutritional information when buying food products? Do you check
5. Some brands achieve customer loyalty by retaining an air of exclusivity and privilege, even though that often comes with high pricetags. Louis Vuitton, the maker of luxury leather goods, is one
1. In this chapter, you learned that Mattel has launched a “Barbie Girls” experience in an attempt to sustain the interest of older girls in the Barbie brand. Do you think this strategy will work
2. General Mills and several other major food makers have begun producing organic foods. But they have deliberately kept their brand names off the packaging of these new products, thinking that the
3. After the terrorist attacks of 9/11, an ad hoc task force of DDB Worldwide advertising professionals in 17 countries set out to discover what people abroad thought of the United States.In the
4. Brand names contribute enormously to consumers’ perception of a brand. One writer has argued that alphanumeric brand names, such as the Toyota RAV4, Jaguar’s X-Type sedan, the Xbox game
1. Do you think RFID poses a threat to consumer privacy? Why or why not?As mentioned in the chapter, some analysts predict bar codes may soon be replaced by a wireless technology called
2. Do you think the technology’s possible benefits to marketers outweigh the potential privacy concerns? Are there also potential benefits to consumers, and, if so, what are they?As mentioned in
3. How can marketers reassure consumers about privacy concerns if RFID comes into widespread use?As mentioned in the chapter, some analysts predict bar codes may soon be replaced by a wireless
1. Ferrari brand. Visit the Ferrari Web site. Review the material and prepare a report outlining how Ferrari—a company that produces products that only a handful of consumers can afford—has been
2. Trademark disputes. Search an Internet news site, such as Google News (http://news.google.com), and the U.S. Patent &Trademark Office (http://www.uspto.gov) for recent trademark dispute cases.
3. Brand equity. Several sources compile lists each year of the world’s most valuable brands. Two are BusinessWeek magazine and a consulting firm called Brand Finance. Visit both Web sites and
1. What did Roy Choi do to build the Kogi BBQ brand? What measures has he taken to extend the brand? In your opinion, would further expansion hurt Roy Choi’s efforts? Why?Ah, the food truck! Long
2. The introduction of Kogi BBQ has led to several other food truck businesses in and around Los Angeles. Does this competition help or hurt Choi’s mission?Ah, the food truck! Long ago, food trucks
1. What are the main elements of the Maine Media Workshops brand equity? Analyze the workshop’s brand equity using the Young & Rubicam “dimensions of brand personality.”Since 1973, Maine Media
2. Would you consider the Maine Media College an extension of the Maine Media Workshops brand or a new-product development strategy—or both? Explain.Since 1973, Maine Media Workshops has seen some
3. How can the Maine Media Workshops benefit from consumers’brand recognition, preference, and insistence with companies such as Canon. Can Canon benefit from the association with the
1. Do you think repositioning the dealership as a green business will have a positive impact on their products’ lifecycles?Honda has always enjoyed a reputation as being a fuel-efficient economical
2. What impact, if any, will going green have on brand loyalty?Discuss the Honda brand as well as the Schofield Honda brand.Honda has always enjoyed a reputation as being a fuel-efficient economical
3. Would you consider “green” to be a line extension at Schofield Honda? Why or why not?Honda has always enjoyed a reputation as being a fuel-efficient economical brand. As early as 1974, Honda
4. Write a memo (3 to 5 pages) about which “businesses” on your campus (i.e., the food court, the bookstore, athletic center)could incorporate some of the initiatives that Schofield has taken
1 Describe the types of marketing channels and the roles they play in marketing strategy.
2 Outline the major channel strategy decisions.
3 Describe the concepts of channel management, conflict, and cooperation.
4 Identify and describe the different vertical marketing systems.
5 Explain the roles of logistics and supply chain management in an overall distribution strategy.
6 Identify the major components of a physical distribution system.
7 Compare the major modes of transportation.
8 Discuss the role of transportation intermediaries, combined transportation modes, and warehousing in improving physical distribution.
1. Distinguish between a marketing channel and logistics.
2. What are the different types of marketing channels?
3. What four functions do marketing channels perform?
1. Identify four major factors in selecting a marketing channel.
2. Describe the three general categories of distribution intensity.
1. What is a channel captain? What is its role in channel cooperation?
2. Identify and describe the three types of channel conflict.
1. What is upstream management? What is downstream management?
2. Identify three methods for managing logistics.
1. What are the six major elements of physical distribution?
2. What is suboptimization?
1. Identify the five major modes of transport.
2. Which mode of transport is currently experiencing a resurgence, and why?
1. What are the benefits of intermodal transportation?
2. Identify the two types of warehouses, and explain their function.
6. Why do firms choose to streamline their supply chains? Describe two or three ways a firm might go about streamlining their supply chains.
8. Which mode of transport would probably be selected for the following goods?a. diesel fuelb. chain-link fencingc. locally grown blueberriesd. automobiles made in South Koreae. T-shirts manufactured
1. The traditional channel for consumer goods runs from producer to wholesaler to retailer to user. With a classmate, select a product from the following list (or choose one of your own) and create a
3. With a classmate, choose a product you think would sell best through a direct channel. Then create a brief sales presentation for your product and present it to class. Ask for feedback.
4. With a classmate, choose one of the franchises listed in Table 13.2(on page 429) or another franchise that interests you. Visit the Web site of the company to learn more about how its goods and
5. It takes a lot to move an elaborate stage performance like Cirque du Soleil, Big Apple Circus, or a rock band from one location to another while it is on tour. With a classmate, choose a touring
2. Auto dealerships typically have exclusive distribution rights in their local markets. How might this affect the purchase choices consumers make? What problems might a dealership encounter with
3. Choose one of the following firms and identify which marketing channel or channels you think would be best for its goods or services. Then explain the market factors, product factors, and
1. What steps might manufacturers take to achieve the kind of channel cooperation that could reduce or prevent cargo theft?As more and more fi rms do business globally, transporting goods from one
2. How might transportation firms use security measures to build trust with customers and strengthen their position in the marketplace?As more and more fi rms do business globally, transporting goods
1. Channel conflicts. Garmin produces a wide range of GPS devices for a variety of applications. Garmin uses several channels to sell its products, including its own Web store. Visit the Garmin USA
2. RFID developments. Go to the Web site of the RFID Journal.Review the material and prepare a report outlining some of the more significant developments in RFID technology.http://www.rfidjournal.com
3. Barge transportation statistics. Visit the Web site of the American Waterways Operators (http://www.americanwaterways.com/). Click on “Facts About the Industry” and answer the following
1. Foss Maritime earned ISO 14001 certification for its commitment to such environmental goals as reducing fuel consumption and vessel emissions. Does this credential offer a differentiator for the
2. With other firms’ expressing interest in the hybrid technology, Foss and Aspin Kent are considering a joint venture to sell the technology, and have a patent pending. What other applications,
1. As Preserve makes more headway into the larger retail chains, what challenges will it face?“Our company was born in the natural channel—natural grocery stores, Whole Foods Market, Wild Oats,

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