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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

=+Q: Mr. Clean as a brand name and brand mark has been around nearly 50 years now. How do you and your team keep the brand fresh and relevant in such a competitive marketplace as consumer household
=+Q: We often talk about product lines in marketing. Procter & Gamble is a giant in its industry, offering several product lines for consumers. How does Mr. Clean fit into the mix of lines that P&G
=+ What is your role in the overall effort of bringing Mr.Clean products to consumers?
=+ Would you outline the different functions of the members and their roles in marketing the brand?
=+Q: Students will be curious about what is involved in marketing consumer products such as those under the Mr. Clean family brand. How many people are on the Mr.Clean team?
=+Q: Heading up the marketing team for such a recognized brand as Mr. Clean is a great career opportunity. Tell us a little about yourself—what academic and work experiences led you to your current
=+2. Are there other branding strategies the company could use to revive its image? What are they? Why do you think they could be important to the firm?
=+1. What aspects of successful brands is JCPenney counting on in its new growth strategy? Why?
=+c. General Mills (Yoplait Yogurt): http://www.yoplait.com
=+b. Campbell Soup: http://www.campbellsoup.com
=+a. H. J. Heinz: http://www.heinz.com
=+2. Packaging. Companies use packaging to help market their products. Visit each of the following Web sites and prepare a brief report on how each company has used packaging as part of its brand
=+a. What are the types of patents?b. How long does the patent review process take?c. What is the so-called Madrid Protocol concerning the international registration of marks?
=+1. Patents and trademarks. In the United States the Patent and Trademark Office is responsible for the registration of patents and trademarks. Visit the USPTO Web site (http://www.uspto.gov)and
=+3. How can marketers reassure consumers about privacy concerns if RFID comes into widespread use
=+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?
=+1. Do you think RFID poses a threat to consumer privacy? Why or why not?
=+3. After the terrorist attacks of 9/11, an ad hoc task force of DDB Worldwide advertising professionals in seventeen countries set out to discover what people abroad thought of the United States.
=+1. With smoking bans in effect in many places, Zippo Manufacturing, maker of the well-known lighters, is looking for ways to license its brand name to makers of products such as grills, torches,
=+10. After its ReNu MoistureLoc contact lens solution was linked with cases of severe fungal eye infections, Bausch & Lomb pulled the product from shelves throughout the world.46 With a partner,
=+9. Visit a grocery store, look at print ads, or view television advertising to develop a list of all the different brands of bottled water. How do the producers of bottled water turn this
=+8. Some brands achieve customer loyalty by retaining an air of exclusivity and privilege, even though that often comes with high price tags. Louis Vuitton, the maker of luxury leather goods, is one
=+ Make notes about what influenced your decision to read or not read the product labels. Did you feel they provided enough information, too little, or too much?
=+ Do you read the directions or warnings on a product you haven’t used before?
=+ Do you check care labels on clothes before you buy them?
=+7. 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?
=+6. With a classmate, visit a couple of supermarkets and look for generic products. How many did you find and in what product categories? Are there any products you think could be successfully
=+5. Consider the steps in the new-product development process.Do you think this process accounts for products that come into being by chance or accident? Why or why not? Defend your answer.
=+4. With a classmate, choose a firm that interests you and together generate some ideas for new products that might be appropriate for the company. Test your ideas out on each other and then on your
=+Create a graph or chart showing your own consumer adoption patterns for different products.
=+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?
=+2. With a classmate, go shopping in the grocery store for a product that you think could benefit from updated or new package design. Then sketch out a new package design for the product,
=+10. List the six steps in the new-product development process.
=+9. Describe the different ways companies can organize to develop new products.
=+8. What are the five stages of the consumer adoption process?
=+7. Describe the different product development strategies.
=+6. What is category management and what role does it play in the success of a product line?
=+5. What role does packaging play in helping create brand loyalty and brand equity?
=+4. What are the characteristics of an effective brand name?
=+3. Why is brand equity so important to companies?
=+2. Identify and briefly describe the different types of brands.
=+1. What are the three stages marketers use to measure brand loyalty?
=+2. What safety issues come under the jurisdiction of the Food and Drug Administration (FDA)?
=+1. What is the role of the Consumer Product Safety Commission (CPSC)?
=+3. What happens in the commercialization stage?
=+2. What is concept testing?
=+1. Where do ideas for new products come from?
=+3. What is the role of a venture team in new-product development?
=+2. What characteristics of a product innovation can influence its adoption rate?
=+1. Who are consumer innovators?
=+3. What is product diversification?
=+2. What is product development?
=+1. Distinguish between market penetration and market development strategies.
=+2. The studies showing light tuna to be high in mercury have been misinterpreted and not consistent, and no one is at risk.
=+1. No government study has ever found evidence of mercury contamination in anyone who consumed canned tuna, even at above-normal rates. The industry should be allowed to continue as it is.
=+2. Instead of allowing the tuna industry to decide, the FDA should mandate labeling changes. Assuring safety is of greatest importance.
=+1. Because of the danger of mercury to developing fetuses and growing children, mercury levels should be included on every can sold to inform consumers of the content.
=+3. How does category management help retailers?
=+1. Identify the different types of brands.
=+2. Differentiate between brand recognition, brand preference, and brand insistence.
=+1. What is a brand?
=+8 Explain the relationship between product safety and product liability.
=+7 List the stages in the newproduct development process.
=+6 Describe the consumer adoption process.
=+5 Identify and briefly describe each of the new-product development strategies.
=+4 Discuss how companies develop strong identities for their products and brands.
=+3 Explain the strategic value of brand equity.
=+2 Identify the different types of brands.
=+1 Explain the benefits of category and brand management.
=+2. What forecasting techniques would help auto industry executives more accurately forecast movements in the price of oil? How should they factor these forecasts into their sales projections?
=+1. Should the auto industry base its sales forecasts more heavily on qualitative or quantitative techniques?Why?
=+c. Under the income section, what is the median income of American households? Which state has the highest median income? What is the relationship between the household median income and the age of
=+b. Under the population section, which metropolitan areas have the highest number of Hispanics? Of African Americans? Of Asian–Pacific Islanders?
=+a. Under the population section, what are the ten largest metropolitan areas in the United States? What are the five fastest-growing metropolitan areas in the United States?
=+2. Online data sources. An enormous amount of statistical data is online, and much of it can be obtained for free. To give you an idea of the scope of data available online, go to the main Web page
=+c. Statistical tools: SAS and SPSS have products that are widely used by marketing professionals. Both, for instance, offer data-mining packages. Visit either the SAS(http://www.sas.com) or the
=+b. Marketing research on the Web: As noted in the chapter, many organizations find it efficient and effective to use the Web when conducting marketing research. Go to
=+a. Focus groups: Visit http://www.managementhelp.org/evaluatn/focusgrp.htm, which describes how a focus group should be conducted. Read through the guidelines and prepare a summary you can use
=+1. Marketing research tools. Chapter 8 describes tools used by marketing researchers to collect and analyze data. The following exercises are designed to help you learn more about several of these
=+ Does your opinion change if the company also sends list members special discount offers and private sale notices?
=+2. Do you think the AMA’s code of ethics would be violated if marketers compiled a mailing list from information provided on warranty and product registration cards and then used the list to send
=+1. Check the Web sites of a few large consumer products companies. How effectively do you think these sites are at informing visitors about the use of “cookies” on the sites? Do you think
=+4. The Internet provides ready access to secondary market information but is also a portal to an almost limitless store of primary information via message boards, chat rooms, e-mail
=+2. Marketers sometimes collect primary information by using socalled mystery shoppers who visit stores anonymously (as if they were customers) and note such critical factors as store appearance
=+1. Some companies are broadening their markets by updating classic products to appeal to younger people’s tastes and preferences. For example, Wrigley’s has introduced two new Juicy Fruit
=+10. Outdoor advertising, including billboards, ads on bus shelters, and shopping mall displays, accounts for only a tiny portion of the $110 billion spent on advertising in a typical year in the
=+9. McDonald’s conducts extensive marketing research for all its new products, including new menu items for its overseas stores.Because of cultural and other differences and preferences, the
=+8. Use the Internet to research the details of the National Do Not Call Registry and prepare a report outlining what it does and does not allow marketers to do. Research the effects of the
=+7. Interpretative research offers marketing researchers many possibilities, including the opportunity to improve product features such as packaging for food or over-the-counter medication that is
=+6. Assume you are responsible for launching a new family of skincare products for teens, with separate product lines for males and females. You would like to collect primary data from a sampling
=+5. Which sales forecasting technique(s) are most appropriate for each of the following products? Prepare your arguments in pairs or teams:a. Post Shredded Wheat breakfast cerealb. Coach handbagsc.
=+4. Discuss some of the challenges Pizza Hut might face in conducting marketing research in potential new international markets.What types of research would you recommend the company use in
=+information should Southern Energy gather through its ongoing marketing intelligence to predict demand for its products?Would primary or secondary methods work best? Name some specific secondary
=+3. Today, one in three new homes sold in America is likely to be a manufactured home. New manufactured homes are built using higher-quality materials than those of the past. As a result, the market
=+2. Set up two class teams to debate the use of the Internet to research new domestic markets. What other research options are available?
=+might be a retail chain, another an Internet company, and still another a toy manufacturer. Discuss the types of marketing questions this data might help you answer. Share your list with other
=+1. ACNielsen offers data collected by optical scanners from the United Kingdom, France, Germany, Belgium, the Netherlands, Austria, Italy, and Finland. This scanner data tracks sales of UPC-coded
=+2. Global product rollouts can be difficult to control.When a company launches a new product worldwide over a short time span, temporary shortages are bound to occur.
=+1. Companies do not want to alienate customers by deliberately limiting supplies. It merely annoys consumers to hear the marketing pitch for a product they know they won’t be able to find.
=+2. Companies use high initial price to generate profits for new products. They then lower prices when supply is plentiful later.

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