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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

=+ What types of promotions do you arrange—sponsorships, event marketing, direct marketing messages?
=+Q: We know that Starcom works with some very prominent clients, such as Disney, Kellogg’s, Oracle, and Procter & Gamble. How do you help your clients create a cohesive marketing message?
=+How are your work teams organized—are they specialized into different functions or units, based on the client or industry, or some other criteria?
=+What strengths and skills do you draw on in your daily work?
=+Q: What are your duties and responsibilities as President and Chief Client Officer at Starcom?
=+2. Describe a sales promotion that Sears might create for Ty Pennington Style.
=+1. How might Sears use its relationship with Ty Pennington as a motivator for its retail sales force?
=+ What kinds of products or prizes are available? What is your overall assessment of online sweepstakes and contests?
=+c. Sweepstakes Online is a Web site that lists and provides links to dozens of online sweepstakes and contests. Visit the firm’s Web site (http://www.sweepstakesonline.com).How many online
=+b. ValPak.com is a major source of online coupons. Visit the ValPak.com Web site (http://www.valpak.com).Write a brief report summarizing what you learned and your impressions of online coupons.
=+a. Many companies now use the Internet to demonstrate their products. Visit http://www.blackberry.com/products/handhelds/demos/index.shtml and view the product presentations. Make a list of your
=+2. Using the Internet. The chapter discussed how many marketers are using the Internet to support personal selling and enhance sales promotion activities. Review the chapter material and then
=+c. Approximately how much do sales professionals earn?
=+b. What is the job outlook for sales professionals?
=+a. What types of skills are important for salespeople?
=+1. Sales careers. The College Board’s Web site contains helpful information about many careers. Visit the Web site
=+1. Do you agree with your friend’s actions? Why or why not?
=+5. InterContinental Hotels Group began offering its Priority Club members free nights at “any hotel, anywhere”—including those of competitors—as part of a sales promotion.51 Do you think
=+4. Why is the recruitment and selection stage of the hiring process one of a sales manager’s greatest challenges?
=+3. Imagine that you want to sell your parents on the idea of your taking a trip, buying a car, attending graduate school—something that is important to you. Outline your approach and presentation
=+ What kind of training might Green Mountain sales reps receive?
=+2. Green Mountain Coffee Roasters is well known for its specialty coffees, which are available in many retail outlets such as supermarkets and convenience stores. But visit a medical office or a
=+5. With a classmate, design a specialty advertising item for one of the following companies or its products, or choose one of your own. Present your design sketches to the class.a. Sea World or
=+3. As sales representatives for a cooperative of organic farmers, you and a classmate are invited to make a sales presentation to a national supermarket chain. List the most important messages you
=+b. You operate a lawn-care business and have visited several homeowners in a new development. Three of them have already agreed to give your service a try. You are meeting with the fourth and want
=+a. You are a new sales associate at a car dealership, and a potential customer has just test-driven one of your newest models. You have handled all the customer’s objections and settled on a
=+2. With a partner, choose one of the following sales situations.Then take turns coming up with creative ways to close the deal—one of you plays the customer and the other plays the salesperson.
=+1. Cross-selling can be an effective way for a firm to expand.On your own or with a classmate, locate an advertisement for a firm that you believe could benefit from cross-selling. List ways it
=+6. Suppose you are hired as a salesperson for a firm that offers prep courses for standardized tests. What would be your first step in the sales process? Where might you find some leads?
=+a. salesperson in a Blockbuster Video storeb. Coldwell Banker real estate sales agentc. route driver for Keebler snack foods (sells and delivers to local food retailers)d. technical support for Dell
=+2. Which of the four sales channels is each of the following salespeople most likely to use?
=+a. geographic market concentrationb. length of marketing channelsc. degree of product technical complexity
=+1. How does each of the following factors affect the decision to emphasize personal selling or nonpersonal advertising and/or sales promotion?
=+2. When a salesperson meets or exceeds a quota one year, the quota is often increased by managers the following year. This practice only creates frustration among salespeople—not productivity.
=+1. Sales quotas can cause salespeople to focus on new accounts at the expense of servicing existing accounts—with the result that existing customers may grow frustrated and choose a competitor
=+2. Sales quotas that are tied to compensation plans attract and retain the most qualified sales staff, and they provide focus on the firm’s overall marketing strategy and performance.
=+1. Realistic quotas act as goals for salespeople and can be positive motivators.
=+Are sales quotas good for salespeople, customers, and the firms they are designed to promote?
=+1. What is over-the-counter selling?
=+3. Describe the social, economic, and business importance of marketing a state.
=+2. In addition to advertising, select which elements of the promotional mix would best promote your state, and explain why.
=+1. Identify the nickname and slogan for your own home state (or one that you like to visit). Suggest your own alternative, and explain why you think it would be effective as a marketing tool.
=+c. Tractor Supply: http://www.mytscstore.com/default.asp
=+b. REI: http://www.rei.com
=+a. Blue Nile: http://www.bluenile.com
=+2. AIDA. Visit the three Web sites listed below. Write a brief report explaining how the retailers have succeeded in applying the AIDA (attention-interest-desire-action) concept discussed in the
=+c. Many companies sponsor a variety of events. Visit Sprint’s Web site (http://www.sprint.com/sponsorships) and prepare a report on how Sprint uses sponsorships as part of its integrated
=+b. Guerilla Marketing International (http://www.gmarketing.com/) is an excellent source of information on guerilla marketing. Visit its Web site and research how email can fit into a guerilla
=+store. Write a brief report comparing and contrasting the promotional mix used by each retailer.
=+a. Visit two prominent shopping Web sites, including one that has brick-and-mortar stores in addition to its online
=+1. Integrated marketing communication. Promotional mix, guerilla marketing, and sponsorships are all aspects of integrated marketing communication. Review the appropriate chapter material and then
=+5. Describe a public service announcement that you have seen recently. Do you believe that the announcement will help the organization achieve its goals? Why or why not?
=+4. Take a careful look at a direct-mail catalog that you have received recently. Who is the audience for the products? Did the firm target you correctly or not? What is the response the firm is
=+1. Choose one of the following products and discuss what you think the objective(s) of promotion should be for the product:a. beefb. Kraft Macaroni & Cheesec. Toyota Priusd. T-Mobile cell phone
=+Which items did you toss in the trash without even opening or considering beyond an initial glance? Why?
=+5. Evaluate two or three pieces of direct mail that you have received lately. Which items caught your attention and at least made you save the mailing?
=+4. With a classmate, choose a good or service that you think could benefit from guerrilla marketing. Imagine that you have a limited promotional budget and come up with a plan for a guerrilla
=+National Geographic and museums such as the Los Angeles County Museum of Art—have been involved in a multimilliondollar marketing campaign promoting the exhibit.47 On your own or with a
=+1. Not-for-profit organizations rely on IMC just as much as forprofit firms do. The Egyptian government, which owns the remains and artifacts of boy pharaoh King Tutankhamun, has sent the King Tut
=+6. Why is sponsorship such an important part of a firm’s IMC?
=+5. What are the benefits and drawbacks of publicity?
Define e-business and discuss how marketers use the Internet to achieve business success.
=+2. Describe some additional ethical steps that cell phone companies might take to protect the privacy of their customers.
=+1. In what ways is the political-legal environment important to marketers who work for cell phone companies? Do you agree with the implementation of stricter legislation against the sale of cell
=+c. Ethical standards and credo: Johnson & Johnson(http://www.jnj.com/our_company/our_credo/index.htm)
=+b. Coffee producers and fair trade: Starbucks(http://www.starbucks.com/aboutus/default.asp)
=+a. Green marketing and environmentalism: Ford Motor Company (http://www.ford.com/en/goodworks/environment/default.htm)
=+2. Ethics and social responsibility. Many companies use the Web to highlight their ethical standards and social responsibility. Visit each of the following Web sites and prepare a brief summary of
=+c. Companies discontinue products from time to time. Using Google or another search engine, identify a product that has recently been discontinued. Research the product and the company that
=+b. Gatorade (http://www.gatorade.com) and PowerAde(http://www.powerade.com) are the two leading brands in the growing market for sports drinks. Gatorade is a Pepsi brand and PowerAde is a Coke
=+a. Visit the Web site of a company such as Procter & Gamble (http://www.pg.com) or Colgate (http://www.colgate.com). Pick one of the company’s products and analyze how the firm answered each of
=+1. Developing a competitive strategy. Review the material in the chapter on how companies develop a competitive strategy, including the key questions that must be answered.
=+ What responsibilities do employers and employees have in such circumstances?
=+2. If you feel this practice is appropriate, what safeguards do you think should be put into effect?
=+1. Under what circumstances, if any, do you think locking employees in at night is appropriate?
=+5. The disposal of nuclear waste has been an ongoing public safety issue, one with which marketers who work for nuclear power companies must deal. This material is currently stored at 126 sites
=+4. Nearly 400 million rebates—worth about $6 billion—are offered to U.S. consumers by marketers every year. But do consumers like them? Often rebates require more effort than a consumer is
=+3. The social-cultural environment can have a strong influence on the decisions marketers must make. In recent years, animal rights groups have targeted the manufacture and sale of foie gras, a
=+2. 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
=+ How will you reach them?
=+ How will you determine whom your customers are likely to be?
=+1. Suppose you and a friend want to start a company that markets frozen fish dinners. What are some of the questions about the competitive environment that you would like to have answered before
=+5. With a classmate, research one of the recent large cases involving unethical and illegal activities by executives for companies such as Enron, Tyco, MCI, and Martha Stewart Living Omnimedia.
=+4. Choose one of the following products. Working in pairs or small groups, present arguments for and against having the United States impose certain regulations on the advertising of your product.
=+3. The U.S. Postal service essentially enjoys a monopoly on the delivery of most mail. With a classmate, develop a strategy for a business that would compete with the USPS in areas that firms such
=+How does that affect your decisions?
=+2. Track your own consumer purchasing decisions as they relate to your income. Compare your decisions during the college year and the summer. Do you have a summer job that increases your income?
=+1. With a classmate, choose two firms that compete directly with each other. Select two of the following or choose your own. Then develop a competitive strategy for your firm while your partner
=+8. Describe the importance of consumer rights in today’s marketing activities.
=+7. How might marketers make the most of shifts in the socialcultural environment?
=+5. Describe an industry or firm that you think might be able to weather an economic downturn and explain why.
=+4. What is the function of the Federal Trade Commission? The Food and Drug Administration?
=+3. What are the three questions marketers must ask before deciding on a competitive strategy?
=+2. What are the three different types of competition? Give an example of each.
=+1. Why is environmental scanning an important activity for marketers?
=+What is the newest frontier?
=+1. Identify the four phases of U.S. government regulation of business.
=+2. What is time-based competition?
=+7 Describe the ethical issues in marketing.
=+how marketers can influence the political-legal environment.

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