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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

Why is it important for even a small firm to develop a line of products?
Assess Tools n’ Rules as a company. What is necessary for the company’s short-term success? For its long-term success?
Describe Dennis Gaines’s characteristics as an entrepreneur. Does he have what it takes to be successful as an entrepreneur?
Draw a line representing the goods–services continuum. Then place each of the following along the continuum. Briefly explain your decision.a. Skypeb. Teleflora.comc. Kohl’s department storesd.
How could he differentiate his business? Is there a niche he could fill?
If Davis adds a line of apparel or shoes, should he try to sell his line to other retail clothing shops in Calgary or elsewhere in Canada?
Choose one of the following products and explain how it blurs the distinction between goods and services.a. Knee replacement surgeryb. Dinner at a popular restaurantc. Purchase and installation of a
What is the cohort effect? This chapter suggested that the rise of video games was sufficiently significant to have influenced and bound a generation together. Do you agree?
What are the research objectives of this project? The specific information objectives? Are there any potential issues with the way the research objectives are framed?
Is the research problem a discovery-oriented problem or a strategy-oriented problem? Discovery-oriented problems answer the question “why?”, while strategy-oriented problems answer the question
Define the research problem including the following four items:1) The principals involved in the decision2) The symptoms of the problem3) The probable causes of the symptoms4) The anticipated uses of
What decision(s) does the IUCC need to make? What information does Pastor Abel and the evangelical committee need in order to make these decisions?
1. Describe in detail how Massine Bouzerar has gone through the consumer behaviour purchase-decision process, from need recognition to purchase decision. What do you think was Massine’s final
1. As Erin White, what recommendations would you make that might result in achieving break even for the scheduled Halo performance?2. As Erin White, what recommendations would you make to improve
1. Prepare a SWOT analysis.2. Prepare a competitive analysis of what other festivals have been doing to generate a revenue stream.3. Evaluate the festival’s customer base and suggest a marketing
1. Why did Amanda Carruthers write her complaint letter?2. Why does the store have a policy that customers will receive items free if they scan at a higher price at the checkout than advertised in
1. Assess Prairie Home Appliance Service. Is the company performing well? Are they fulfilling their mission?2. What do you think of Becky Freeman? Evaluate her qualifications and performance to
What are the two conditions that must exist for a consumer to be influenced by a reference group? Have you ever made a purchase based on reference group influence? If so, what was the purchase and
Describe a group to which you belong—it might be a team, a club, or your roommates. Outline the norms of the group, the major roles that different members play, and your own status within the
What are core values? Describe what you think are three core values of American society. Do you consider these your core values as well?
1. In your view, does Zappos use social media effectively to strengthen its brand? Why or why not?2. Zappos does not have a formal policy about social networking in the workplace. What are the
1. Do you agree with P&G that online marketing will save money without hurting its brands in the market place? Why or why not?2. What non-financial advantages of online marketing can P&G try
Do these findings surprise you? Why or why not? How might you apply what you have learned about social media and social media marketing from this chapter to your own workplace ethics?
1. How does the Audience Rewards program support Nederlander’s overall strategic plan?2. It might seem as though Nederlander’s first-mover strategy has the entertainment rewards market locked up.
1. Hotel chains see Millennials as “critical” to their financial growth. What are some reasons why?2. How should the hotel industry use social media to connect with younger travelers?
Research a company such as L.L. Bean or Kraft Foods that has a number of different successful SBUs. What factors do you think make these units—and this company—successful from a marketing
Suppose you are a marketer for a U.S. manufacturer of pet supplies. Two top executives have proposed expanding the company by opening retail stores and marketing pets on-site—puppies, kittens,
How does the BCG matrix help marketers decide which products to offer? According to the matrix, which types of products are most desirable, and why?
What is the rule of three? Suppose you worked for a small firm in a large industry—such as a small manufacturer of furniture. How might you actually use the rule of three to enhance your firm’s
Suppose you have been hired as a marketer by an online retailer, like Bluefly or Amazon, to help develop a new marketing mix. State one thing you would do to improve the retailer’s position through
How might an understanding of diversity help formulate a firm’s marketing strategy?
Why is it so important for a firm to identify its core competencies?
Over which of Porter’s Five Forces do consumers have the greatest influence? Over which do they have the least? How might these factors affect a firm’s overall marketing strategy?
What is the difference between a firm’s mission and its objectives? Why is it important that both are conveyed clearly to employees and to customers?
Imagine you had a chance to interview Google co-founders Larry Page and Sergey Brin. What questions might you ask each about strategic planning for his division and the firm overall?
State whether each of the following illustrates strategic or tactical planning: a. Global automakers begin setting up manufacturing plants in Indiab. The merging of Play N Trade Video Games and
1. Why is the link between relationship marketing and social responsibility so important to Small’s business success?2. Geoffrey B. Small is an avant-garde designer and unconventional
1. How do Oreo’s birthday celebration activities meet the definition of marketing? 2. What accounts for Oreo’s popularity on Facebook, and is Kraft using this factor to the best marketing
Why is it important for a firm to establish high ethical standards for sustainability? What role do you think marketers play in implementing these high standards?
How can marketers use interactive and social marketing to convert needs to wants and ultimately build long-term relationships with customers?
What motivates firms to develop sustainable products?
How have social media like Twitter and Facebook changed marketing communications?
Give an example of how the National Highway Traffic Safety Administration’s “Click it or ticket” campaign could use one or more of the non-traditional marketing techniques to promote the cause
When designing a social media marketing plan, marketers must be sure to select and use channels as they were intended—or risk difficulties. For each of the following, state your choice of channel
What types of social interaction might be appropriate—and effective—for a local hair salon to engage in with its customers?
What is a line extension? Describe how one of the following might create a line extension.a. Viva paper towelsb. Kellogg’s Frosted Flakesc. Starbucks Via coffeed. Gain laundry detergent
How do social media marketers arrive at a target audience?
1. Critics say marketing games manipulate customers into giving away ever more personal information without the real thrill of game playing. Do you agree? Why or why not?2. Banks say they are
Create a profile of yourself as part of a market segment. Include such factors as geographic location, gender and age, household type, income and spending habits.
Some economists fear what might happen to the U.S. economy if Walmart has a bad year (so far it has had more than four decades of nonstop growth). Should retailers have that much influence on the
McDonald’s has traditionally relied on a cookie-cutter approach to its restaurant design. One store looked essentially like every other—until recently. The chain has decided to loosen its
When Tower Records filed for bankruptcy, it was only one symptom of the general decline of the retail music store. Industry watchers blame everything including music downloading programs and changes
Retail chain Anthropologie sells a unique mix of women’s clothing and home furnishings. Since its founding in 1992, Anthropologie has opened stores across the United States, in Canada, and in Great
1. What steps could Scripps and Food Network take to avoid marketing myopia? Create a company motto for them reflecting your ideas2. How might Scripps and Food Network contribute to the highest level
1. What are the benefits of e-marketing for Hubway? What are the potential drawbacks?2. Thus far, Hubway essentially engages in business-to-consumer (B2C) e-marketing. Cite two or three examples of
1. How is Zynga protecting relationships with its users as it takes a step away from Facebook?2. Do you agree that both companies will benefit if gamers are eventually drawn away from Facebook to
Assume that you work for a U.S. company that markets its products throughout the world. Its current online presence outside the United States is limited. Outline some steps the company should take to
1. Over the next ten years, do you think Geoffrey Small’s insistence on exclusivity will continue to benefit his business or begin to be detrimental? Why? 2. In your opinion, why does
1. Do you think companies are wise to favor backup systems over lean manufacturing? Why or why not?2. In what other ways could companies safeguard their supply chains, including transportation
How might transportation firms use security measures to build trust with customers and strengthen their position in the marketplace?
What steps might manufacturers take to achieve the kind of channel cooperation that could reduce or prevent cargo theft?
After a trip to India, where you were inspired by the craftsmanship of artisans who make jewelry and decorative artifacts, you decided to establish an import business focusing on their work. How
In their most basic form, RFID tags track the progress of products from warehouse to retail shelf to checkout counter. But they have great potential to provide marketers with more information about
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
How do you view the future of social media—and social media marketing? Write a description citing three or four trends or developments you think may evolve over the next decade.
Do you agree that companies should have formal, written policies regarding the use of social media by employees in the workplace? Why or why not?
Log onto the Facebook, Tumblr, or Pinterest page of a company that you like or follow. What are people saying about the company, its goods and services, problems they’d like solved, or new products
Choose one of the following and describe how you think social media marketing could help strengthen its brand:a. J. Crewb. Nikon camerasc. Great Wolf Lodge resortsd. Nivea for Men skin caree. Ellie
1.Using the VALS framework, how would you segment the average viewer of Food Network programming? 2. Using social media, what steps might Food Network take to expand its viewership to include
As you scan the list of types of positions in social media marketing, choose two for which you think you would be best suited. Explain the reasons for your choice.
What are the four main features of a well-written corporate social media policy? Why should companies write such policies?
What is the purpose of monitoring and measuring the SMM campaign?
Why must SMM content focus on the audience rather than the organization?
1.Using the VALS framework, how would you segment the average viewer of Food Network programming? 2. Using social media, what steps might Food Network take to expand its viewership to include
1. How does Pepe’s Pizzeria use price and social interactions to build relationships with its customers?2. How does Pepe’s Pizzeria ensure customer satisfaction?
1. The Disney Institute says clients can’t “take Disney and just plug it in.” In what ways can companies best adapt Disney’s advice to their own customer service situations?2. Do you agree
Why is it important for the goals of a social media marketing campaign to be both clear and flexible?
Why is it important for a company to calculate the lifetime value of a customer?
For what purposes do not-for-profit organizations turn to social media marketing?
What are the three essential features of social media marketing?
Describe briefly the marketing uses for each of the social media platforms and social media tools.
What steps might a clothing store take to win back its lost customers?
1. How would you define the major problem faced by GaGa that a marketing research program could resolve? How has this problem affected the marketing of the company’s products? How might marketing
The Internet provides ready access to secondary market information but is also a portal to an almost limitless store of primary information via social networking sites, message boards, chat rooms,
1. Describe how the economic environment may influence Zappos’ marketing efforts2. Explain how Zappos’ move into downtown Las Vegas fulfills the four levels of the social responsibility pyramid.
1. How does Nederlander achieve the three major criteria for effective market segmentation?2. Where would you place Evita’s audience members on the VALSTM framework? Explain your choice.
Should marketers be concerned about offending one market segment when trying to reach another? Why or why not?
1. One critic called Panera’s pay-what-you-can model “a marketing ploy.” Do you agree? Why or why not?2. Panera donates millions in cash and food each year but feels the cafés allow a direct
1. Is segmenting customers as “Explorers,” “Admirals,” and the like a useful marketing tool? Why or why not?2. Which segments of the cruise market are most likely to be influenced by social
Do you think these ads will be successful in the long run? Why or why not?
Emissions standards for motorcycles took effect in 2006 under rules adopted by the Environmental Protection Agency. There were no previous emissions controls for motorcycles at all, but even under
What are some of the pitfalls of this kind of segmentation?
Visit the website for a large company such as Kraft Foods, Sony, or Campbell soup. Look for ways the firm practices differentiated marketing. How do you think this approach benefits the firm?
How do you think the Internet has affected differentiated marketing techniques?
What are the three questions marketers must ask before deciding on a competitive strategy?

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