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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

=+3. A hotel chain’s database has information on guests that includes demographics, number of visits, and room preferences. Describe how the chain can use this information to develop several
=+2. With a teammate, select a business with which you are familiar and design a frequency marketing program for the firm.Now design a grassroots, viral marketing, or buzz marketing campaign for the
=+a. amusement or theme parkb. health spac. manufacturer of surfboards or snowmobilesd. manufacturer of cell phones
=+1. With a teammate, choose one of the following companies.Create a plan to attract customers at the first level of the relationship marketing continuum—price—and move them to the next level
=+12. Explain how a firm goes about evaluating the lifetime value of a customer.
=+11. What is the most important factor in a strategic alliance?
=+10. Why is it important for a firm to manage the relationships along its supply chain?
=+9. Give an example of cobranding and comarketing.
=+8. Describe each of the four types of business partnerships.
=+7. Explain how marketers can turn customers into advocates.
=+6. Describe at least four qualities of a successful CRM system.
=+5. Distinguish among grassroots marketing, viral marketing, and buzz marketing.
=+4. What is an application service provider (ASP)? How does it work?
=+2. What types of factors might the firm monitor in its relationships?
=+1. Describe the benefits of relationship marketing. How does database technology help firms build relationships with customers?
=+2. Why are customer complaints valuable to evaluating customer relationship programs?
=+2. Distinguish cobranding and comarketing.
=+2. Organizations need to spend more resources to secure valuable customer data. If they can’t, the government should regulate how much data can be gathered and the uses companies can make of it.
=+1. Companies are collecting more data than they have the resources to protect. They need to take a hard look at what data they actually need and develop policies to limit data collection.
=+2. Companies realize the importance of their databases, but there is little a company can do against a determined thief
=+1. Marketers are doing the best they can. There is no uniform federal privacy law to guide companies about how to protect data.
=+2. Identify two ways that marketers may obtain customer feedback.
=+8 Identify and evaluate the most common measurement and evaluation techniques within a relationship marketing program.
=+7 Describe how business-tobusiness marketing incorporates national account selling, electronic data interchange and Web services, vendormanaged inventories (VMI), CPFaR, managing the supply
=+6 Describe the buyer–seller relationship in business-tobusiness marketing and identify the four types of business partnerships.
=+5 Explain customer relationship management (CRM) and the role of technology in building customer relationships.
=+4 Explain how firms can enhance customer satisfaction and how they build buyer–seller relationships.
=+3. Create a slogan for Golden Boy Enterprises that you think reflects the right positioning for its goods and services.
=+2. What type of strategy would likely be best for reaching De La Hoya’s target market? Why?
=+1. Golden Boy Enterprises segments by geographic region and ethnic group. Can you think of other ways in which De La Hoya’s firm might segment its market?
=+ How is this distribution expected to change over the next decade?
=+c. What is the current distribution of the U.S. population by age and sex?
=+b. Which minority groups are expected to grow the fastest over the next few years? Where is most of this growth expected to be concentrated?
=+a. Which age groups are expected to grow the fastest(slowest) over the next few years? Which states are expected to grow the fastest (slowest) over the next few years?
=+Web site (http://www.census.gov) and click on People &Households and then Estimates. Use the data to answer the following questions.
=+2. Demographic and geographic segmentation. As discussed in the chapter, the U.S. Census Bureau is an important source of data used by marketers when making demographic and geographic segmentation
=+c. Harley-Davidson (http://www.harley-davidson.com)
=+b. ConAgra Foods (http://www.conagrafoods.com)
=+a. John Deere (http://www.deere.com)
=+ Does the company use more than one method of product segmentation? Why or why not?
=+1. How companies segment their markets. Visit the following companies’ Web sites. How does each company segment its markets (such as geographic, product-related, demographic, or brand loyalty)?
=+3. Should marketers be concerned about offending one market segment when trying to reach another? Why or why not?
=+2. Do you think these ads will be successful in the long run?Why or why not?
=+1. What are some of the pitfalls of this kind of segmentation?
=+4. Think of a product that reminds you of your childhood—a particular candy, a toy or game, a television show or movie, or a brand of clothing. Describe how you would reposition that product for
=+3. How do you think the Internet has affected differentiated marketing techniques?
=+2. Select one of the following products and explain how you would use segmentation by income and expenditure patterns to determine your targeted market.a. Busch Gardens theme parksb. Sony
=+1. Create a profile of yourself as part of a market segment.Include such factors as where you live, your age and gender, and psychographic characteristics.
=+6. Now discuss how you might reposition your product—and why. Create an ad illustrating your product’s new positioning strategy
=+d. Starwood Hotelse. Roots clothingf. Porsche automobiles
=+5. On your own or with a classmate, select one of the following products. Visit the firm’s Web site to see how the product is positioned. Present your findings to the class, detailing how—and
=+4. With a partner, identify a product that you are familiar with that is either niche marketed or micromarketed. How might the firm’s marketers widen the audience for the product? Present your
=+3. Find an advertisement that uses product-related segmentation as part of its strategy for reaching consumers. Present the ad to the class, identifying specific aspects of the ad, such as
=+2. Choose your favorite activity—it may be a sport, an artistic pursuit, a volunteer opportunity, or something similar. Then identify the best basis for segmenting the market for this activity.
=+1. On your own or with a partner, choose a consumer product that you think could serve a business market. Create an advertisement that shows how the product can serve businesses.
=+10. Under what circumstances might marketers decide to reposition a product?
=+9. Describe a situation in which you think micromarketing would be especially successful.
=+8. Choose another branded product. Create a relevant profile for the marketing segment that product serves.
=+7. Identify a branded product to which you are loyal, and explain why you are loyal to the product. What factors might cause your loyalty to change?
=+6. Identify and describe the six psychographic segments that exist in all 35 nations studied by JapanVALS researchers.
=+5. Describe the three changes that will take place as a household income increases, according to Engel. Do Engel’s laws still hold true?
=+ Why is it important for marketers to understand these and other ethnic/racial groups?
=+4. What are the two largest racial/ethnic minority groups in the United States?
=+What event—or events—do you consider significant enough to have influenced and bound together your generation?
=+3. What is the cohort effect?
=+2. What are core regions? Why do marketers try to identify these regions?
=+1. What is the difference between a market and a target market?
=+2. What is the role of positioning in a marketing strategy?
=+1. What are the four determinants of a market-specific strategy?
=+2. What are the benefits of concentrated marketing?
=+1. Explain the difference between undifferentiated and differentiated marketing strategies.
=+2. Why is forecasting important to market segmentation?
=+5. Name the eight psychographic categories of the U.S.VALS.
=+4. What is psychographic segmentation?
=+3. What are the major categories of demographic segmentation?
=+2. What is demographic segmentation?
=+8 Summarize the types of positioning strategies, and explain the reasons for positioning and repositioning products.
=+7 Discuss four basic strategies for reaching target markets.
=+6 Identify the steps in the market segmentation process.
=+5 Describe product-related segmentation.
=+4 Explain the geographic, demographic, and psychographic approaches to segmenting consumer markets.
4. Whirlpool sells its products in many different countries. Which of the three alternative global pricing strategies presented in the chapter do you think would work best for the company? Why?
=+2. Which elements of the marketing mix have airlines emphasized in their battle to retain their business passengers? Do you think they have chosen the most effective strategies? Why or why not?
=+1. What are some of the strengths, weaknesses, opportunities, and threats that face the aircraft manufacturing industry, as represented by Bombardier and Embraer?
=+analysis or the BCG matrix, prepare a brief report discussing why the seller sold the product and why the buyer purchased it?
=+c. It is not uncommon for companies to sell individual products, or even complete product lines, to other companies. Using Google or another Internet search engine, identify a recent product
=+b. Philips is a large Dutch-based diversified company specializing in consumer electronics and products. Go to the firm’s U.S. Web site (http://www.philipsusa.com).Select five product lines,
=+a. Go to the Web site of 3M (http://www.mmm.com).Based on the information you find, divide 3M into its main strategic business units.
=+2. Marketing planning methods. Two marketing planning methods described in Chapter 2 were business portfolio analysis and the BCG matrix. Review the material and then perform the following
=+c. The recent decision by Eastman Kodak(http://www.kodak.com) to discontinue the manufacture and distribution of most film cameras
=+b. Wal-Mart Stores’ (http://www.walmartstores.com) international expansion plans
=+a. The decision by Airbus (http://www.airbus.com) to proceed with the launch of the A380, the world’s largest commercial airliner
=+1. Strategic versus tactical planning. Review the chapter material on the differences between strategic and tactical planning. Visit the company Web sites listed here and, by searching news and
=+2. Would you look for a job at another firm or remain loyal to the one you work for? Why?
=+1. Should you speak to your manager about your concerns or keep quiet? Why?
=+5. Suppose you were a marketer for a small firm trying to enter one of the dominant industries illustrating the rule of three.Which marketing strategy might you select and why?
=+4. Suppose you were a marketer for a luxury skin-care line.What factors in the marketing environment might affect your marketing strategy and why?
=+3. Describe a consumer product that you think is particularly vulnerable to substitution. If you were a marketer for that product, what steps might you take to defend your product’s position?
=+2. What are the potential benefits and drawbacks if a firm strays from its core competencies?
=+1. Why is it important from a marketing standpoint for an organization to define its goals and objectives?

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