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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

=+3 Describe how marketing activities are regulated and
=+Identify the five components of the marketing environment.
=+2. Explain the wheel-of-retailing concept.
=+1. What is a wholesaler?
=+How does it differ from a wholesaling intermediary?
=+1. Describe Internet-based retailers.
=+1. Research and then classify each of the following retailers:a. Circuit Cityb. Petite Sophisticatec. Limitedd. Ethan Allen Galleriese. Dillard’s
=+2. Visit a local Wal-Mart store and observe such aspects as product placement, shelf placement, inventory levels on shelves, traffic patterns, customer service, and checkout efficiency. Discuss
=+8. Think of a large purchase you make on a nonroutine basis, such as a new winter coat or expensive clothing for a special occasion. Where will you shop for such items? Will you travel out of your
=+Will you look on the Internet? Once you have made your decision, describe any strategies used by the retailer that led you to this decision. What might make you change your mind about where to shop
=+1. Talbots made its name as a retailer of classic sportswear for women, but it has recently expanded its target market to include men and children. Men, however, typically don’t enjoy shopping
=+How can Talbots widen its appeal on the Internet?
=+2. Several major retailers have begun to test the extreme markdown strategy that lies behind popular “dollar” stores such as Dollar General and Family Dollar Stores. Kroger, A&P, and Wal-Mart
=+ What else might motivate these retailers to offer such deep discounts?
=+3. 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
=+What are some changes that these retailers could make in their merchandising, customer service, pricing, location, and other strategies to try to reinvent their business?
=+4. 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
=+ Have the changes you researched modified your perception of McDonald’s at all? If so, how?
=+As the largest company in the world, with more than a million employees worldwide and nearly $320 billion in sales in a recent year, Wal-Mart has become big and powerful enough to influence the
=+2. Wal-Mart is selective about what it sells—refusing, for instance, to carry music or computer games with mature ratings, magazines with content that it considers too adult, or a popular
=+1. Retailing strategy. Visit the Web site of electronics retailer Best Buy (http://www.bestbuy.com). The Web site is classified as a shopping site, or online store. Review the material in the
=+a. How does the design and layout of the Best Buy Web store appeal to the company’s target market(s)?
=+b. How would you describe the atmospherics created by the online store? If you can visit a brick-and-mortar store, compare the store’s atmospherics to the Web store.
=+c. In what ways does Best Buy use its online store to enhance its brick-and-mortar stores?
=+2. Retailing statistics. The U.S. Census Bureau reports regularly on U.S. retail sales. Visit the Bureau’s Web site(http://www.census.gov) do a search for “Retail Sales,” and answer the
=+a. What is the current level of retail sales in the United States?
=+ By how much have retail sales increased during the past year?
=+b. Which categories of retail sales are growing the fastest?Which categories are growing the slowest?
=+c. Do you see any evidence of a seasonal pattern in retail sales?
=+ In which categories does the seasonal pattern appear strongest? Describe any seasonal patterns you find.
=+1. One retail expert says that because it’s planning to locate where Wal-Mart has a relatively small presence,“Tesco is beating them to the punch” in California. Do you agree?
=+ How important is location in retailing, and why?
=+2. “The Krogers of this world are working very hard to create a reason to shop in the traditional supermarkets,” said a food industry consultant. “It’s about food.It’s about what’s for
=+ How can Wal-Mart’s competitors provide it?
=+Q: Overseeing global menu choices is a huge undertaking for such a large restaurant chain. What is involved in planning and adapting menus for different countries?
=+ What types of team members at the corporate and local level help suggest and select menu choices?
=+How does the process work?vQ: Students read in this text about the importance of selecting the right target markets. What proportion of your corporation’s sales come from global operations?How
=+ Is it still expanding into new countries?
=+Q: Local partners—people who can help bring a firm’s marketing vision to life—are critical to a global business such as yours.Because nearly 85 percent of McDonald’s restaurants are locally
=+How do their efforts contribute to the success of the firm? What contribution do employees make?
=+Q: Suppliers of food and other restaurant products must be critical to the quality of McDonald’s menu items. Are your suppliers local or global—or a mix?
=+What efficiencies can your firm achieve by having global operations?
=+Q: Many students today are interested in running their own businesses. One of their career paths might involve running a franchise, such as a McDonald’s restaurant.What types of educational
=+1. Why might The Second City not look to develop more fixed stages in the near future?
=+2. What is The Second City’s location/distribution strategy?How do atmospherics play a role in the company?
=+3. Name three marketing channels that The Second City has selected. How and Why does it distribute its product in this way?
=+4. How has Second City Theatricals developed an innovative approach to distribution and marketing?
=+3. What role does Hyundai play in the global marketplace?
=+2. Describe ways in which Hyundai can manage its supply chain effectively.
=+1. With what types of intermediaries do you think Hyundai must maintain relationships?
=+c. Yoplait yogurt: http://www.yoplait.com
=+a. H.J. Heinz: http://www.heinz.com
=+2. Packaging. Companies use packaging to assist in the marketing of their products. Visit each of the following Web sites and prepare a brief report on how each company has used packaging as part
=+1. Patents and trademarks. In the U.S., the Patent and Trademark Office is responsible for the registration of patents and trademarks. Visit the USPTO Web site (http://www.uspto.gov)and answer the
=+2. Do you think the strategy will work, or do you think it might backfire? Explain your answer.
=+1. Do you think that opening up the supply chain is an ethical strategy by McDonald’s? Why or why not?
=+5. After a trip to Mexico, where you were inspired by the craftsmanship of a number of artisans you met there, you’ve decided to establish an import business for home furnishings, accessories,
=+3. The new Airbus 380, the largest passenger jet in existence, has the capacity to carry 550 travelers. It also contains 32,000 major parts. The cockpit is built in France, the front and aft
=+1. Movielink is a joint venture of five Hollywood studios that offers movies over the Internet. Recently, the company signed a deal with Twentieth Century Fox, which means that all the major
=+5. For the franchise you selected, create a chart outlining the physical distribution objectives
=+4. On your own or with a classmate, choose one of the franchises listed in Table 13.2 and visit the Web site of that company. Based on what you can learn about its contractual marketing system as
=+What purpose does this reverse channel serve to businesses? To the community? To consumers?
=+3. On your own or with a classmate, identify, draw, and explain a reverse channel with which you are personally familiar.
=+c. a CD or DVD from Best Buy
=+b. a meal at Olive Garden
=+a. a kayak from the L. L. Bean Web site or catalog
=+2. 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
=+ How do you think consumers would react? With a partner, poll your classmates or your dorm or eating facility to find out.
=+Would your opinion change if there were no nearby alternatives—say, a convenience store or another vending machine?
=+1. Imagine a vending machine that would charge more for soft drinks during hot weather. The Coca-Cola Company has tested such a device. What is your opinion of a temperaturesensitive vending
=+10. Describe the two concepts that influence materials handling choices.
=+9. Which two categories of costs influence the choice of how many storage facilities a firm might have and where they are located?
=+8. Which mode of transport would probably be selected for the following goods?a. natural gasb. lumberc. fresh flowersd. oile. clothing made in the United Statesf. a diamond ring g. grain
=+7. What is suboptimization? How can effective management of the physical distribution function avoid or overcome this problem?
=+6. List some ways companies are streamlining their supply chains.
=+5. What are the benefits of owning a franchise? What are the drawbacks?
=+4. Compare and contrast the two types of channel conflict.
=+3. Describe the three levels of distribution intensity. Give an example of a product in each level.
=+2. Why would marketers use a dual distribution strategy?
=+1. What is a marketing intermediary? What is the intermediary’s role?
=+2. Which mode of transport is currently being replaced by ground delivery, and why?
=+2. Identify the three types of contractual marketing systems.
=+1. What are vertical marketing systems (VMSs)? Identify the major types.
=+ List the pros and cons of doing so. Zappos provides its vendors with instant information to keep Zappos supplied with shoes. How could this relationship be a real advantage over competitors’
=+ Do you think it is a good move to tie a company location so closely with a shipper?
=+• Relationships with vendors and other partners.Zappos’s warehouse location means that UPS can pick up packages three times a day, ensuring next-day delivery for many customers. What could
=+Why would Zappos offer training in customer service to all employees? What advantages could that give the firm? Do you think it is wise to provide benefits such as healthcare coverage and vacation
=+4. What advantages might the Second City product have to the traditional life cycles of a product? What disadvantages?
=+3. How would you define the Second City product (specialty, unsought, convenient, or shopping)? Why? How is this reflected in its brand?
=+ How does it benefit the company in multiple ways?
=+2. How does Second City’s Training Center function as a separate product line for the business?
=+ How would you relate it to Second City’s focus on the theatre?
=+1. Given Second City’s welcoming of new ideas, what sort of new product planning do you think the Second City could do?
=+ What advice can you give to students who are interested in getting started in a marketing career?
=+Q: Many marketers get their start in the industry through work experience and internships. Did that help you on your career path?
=+How do you protect his image and name?
=+Q: Mr. Clean is a true celebrity in the marketing world. Nearly everyone would instantly recognize his smiling face and bulging muscles. Could you talk a little about his value to Procter & Gamble?
=+Q: In textbooks and in the daily news, we hear about the importance of ensuring the quality of a product. That must be critical to consumer goods such as those you market.What goes into the
=+Do consumers have any input in the process? Can you give us an example?
=+ How do you decide when and how to add a new product to the line?

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