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business
contemporary marketing case

Questions and Answers of Contemporary Marketing Case

=+1. Product shortages can help a new product succeed by generating “buzz” and mystique that makes it even more desirable.
=+4. What are some of the techniques that Second City uses to help business people in their work?
=+3. Why do you think that Second City Communications is helpful to businesses?
=+2. What is the consumer perception of Second City?
=+1. Describe who you might think the average audience member at a Second City show might be.
=+Q: What would you advise students to help them get a solid start in a marketing career? Do internships or other experiences play a role?
=+Q: We’ve seen Starbucks coffee in many places other than retail coffeehouses these days. What type of business relationships have you developed with other companies? How do you select a partner
=+ write about the motivations and actions of large companies. In many instances, companies that market or communicate their corporate social responsibility activities risk being accused of
=+What are its goals in reaching more people?
=+Q: Starbucks opened its first coffeehouse in Japan a decade ago. What drives the company in its global expansion?
=+Q: Coffee is enjoyed in many societies around the world. But does Starbucks need to tailor its selection of beverages or other products for different countries? Can you give us an example?
=+Q: What is involved in managing global brand strategy day to day? Do you have a team helping you with major activities? If so, would you describe their roles briefly?
=+Q: Anne, most students would jump at the chance to be part of such a respected company as Starbucks. How did your education and career stepping stones prepare you for your current position with
=+3. What steps might Toyota and Honda have to take to compete effectively with Hyundai?
=+2. Do you think that Hyundai’s pricing strategy will be effective in all markets? Why or why not?
=+1. How does a focus on quality convey a universal message to all of Hyundai’s potential customers?
=+c. Based on your findings, did you find any differences between the U.S. and non-U.S. companies?
=+b. Note two or three similarities among promotional strategies used by companies in different countries.
=+a. Note two or three differences in promotional strategies you found between the companies’ products sold in the United States and those sold in other countries.
=+2. International promotional strategies. Visit the Web sites of two U.S. companies that do extensive business in international markets (examples include McDonald’s, Ford, Boeing, Coca-Cola, and
=+What products and countries are involved? What are the primary issues? How can trade disputes complicate the marketing of U.S. products in Europe?
=+c. Review several recent trade disputes involving the EU.
=+b. Which countries have adopted the euro? Which countries have not adopted the euro? What are the advantages and disadvantages of a single European currency?
=+ From the perspective of a U.S. marketer, what are some of the challenges and opportunities presented by the EU?
=+a. What are the purposes of the EU and the benefits for EU members?
=+1. The European Union. To answer the following questions, you’ll need to visit the EU Web site (http://europa.eu.int). A Google or Yahoo! news search may also be required.
=+sale of made-in-China knockoffs, Zippo’s ads show Chinese consumers how to identify a real Zippo. In addition, Zippo has worked with U.S. government officials to find a safe way to package its
=+2. Zippo lighters have been around for decades. But as the number of smokers in the United States continues to decline, Zippo has spent the last half century scouting the world for new markets.
=+5. With a classmate, research the Chinese auto manufacturer Geely to find out more about the cars it plans to launch in the United States. Then create an ad for the firm, targeting U.S. consumers.
=+4. Suppose you work for a firm that is getting ready to introduce an MP3 player to the Chinese marketplace. With a classmate, decide which strategies your firm could use most effectively for
=+2. Assume that you work for Domino’s Pizza, which already has 3,000 outlets in more than 46 countries. With a classmate, identify a country that Domino’s has not yet reached and write a brief
=+1. Imagine that you and a classmate are marketers for one of the following companies: Apple Computer, Burger King, General Mills, or Mattel Toys. Choose one of the following markets into which your
=+3. What is the goal of the European Union (EU)?
=+1. What is the World Trade Organization (WTO)?
=+3. What must global marketers be able to do effectively to reach foreign markets?
=+2. Suppose you were a marketer for a firm like Merrick Pet Care. Describe how you would market the firm’s gourmet pet dinners to extend their product life cycle.(Be sure to use what you know
=+1. How does PetSmart benefit by offering goods and services to pet owners? Describe how the firm might offer both in the same location. Visit PetSmart’s Web site at http://www.petsmart.com and
=+c. Clorox: http://www.clorox.com
=+b. Band Aid: http://www.bandaid.com
=+a. Arm and Hammer: http://www.armandhammer.com
=+2. Managing the product life cycle. Dozens of products have been around for many, many years. The firms behind these products seem adept at managing and extending the product life cycle. Visit each
=+a. Colgate: http://www.colgate.comb. Tiffany: http://www.tiffany.comc. Philips: http://www.usa.philips.com
=+1. Product classification. Visit the Web sites of each of the following companies. Review their product offerings and classify each as being a convenience, shopping, or specialty product.
=+Suppose you work for a firm that is planning to delete a certain item or service from its product line. Yet the firm is still selling the product, despite the fact that within months there will be
=+Why or why not? How long did it last? Why do you think it faded?
=+6. Describe a fad that has come and gone during your lifetime, such as Beanie Babies. Did you take part in the fad?
=+d. Answering machine (maturity)e. VCR (decline)
=+5. Choose one of the following products, and describe your strategy for taking it to the next stage in its product life cycle.For products in the maturity or decline stage, describe a strategy for
=+4. Why is it important for even a small firm to develop a line of products?
=+ When is a service gap favorable? When is it unfavorable?
=+3. Why is the service encounter so important to a firm’s relationships with its customers?
=+2. Think of a shopping product you purchased in the past year.Describe your decision process, including which attributes you used in comparing competitors. Have you been satisfied with your
=+1. Draw a line representing the goods–services continuum. Then place each of the following along the continuum. Briefly explain your decision.a. Googleb. Amazon.comc. Starbucks coffeed. Godiva
=+5. With the same classmate, create a plan for further extending one of the firm’s product lines. Describe the strategy you would recommend for extending the line as well as new products that
=+4. With a classmate, choose a firm that interests you. Visit the firm’s Web site and measure its product mix. Then create a chart like the one for Johnson & Johnson in Table 11.3, identifying
=+3. Consider a customer service experience you have had in the last month or so. Was it positive or negative? Describe your experience to the class and then discuss how the firm might improve the
=+2. The next time you go grocery shopping—by yourself or with your roommate—keep a list of all the convenience products you buy. When you get home, make a table showing which of these products
=+1. On your own or with a classmate, choose one of the following goods. Then create a marketing strategy for developing services to support your good.a. Purina cat or dog foodb. Skechers shoesc.
=+10. Provide an example of a product whose life cycle was extended by increasing its frequency of use, finding new users, finding new uses, or changing the packaging. Your product may have undergone
=+What steps can they take to overcome these hurdles?
=+9. What types of challenges do marketers face with products that are in the introductory stage?
=+a. Kleenex tissuesb. Kraft Ritz crackersc. Renuzit air freshenersd. Twinings tea
=+8. What is a line extension? Describe how one of the following might create a line extension:
=+7. Describe briefly how L. L. Bean has achieved each of the objectives for developing a product line.
=+5. How does marketing for installations and accessory equipment differ?
=+4. What important features distinguish shopping products from one another?
=+3. What are unsought products? Give an example of an unsought product, and explain how it might be marketed.
=+2. What are the differences between consumer products and B2B products?
=+1. Give an example of a product that blurs the distinction between goods and services, and explain why it does.
=+1. List the four reasons for developing a product line.
=+2. What are the five variables of service quality?
=+1. What is TQM?
=+2. What are the three categories of supplies?
=+1. What are the six main classifications of business products?
=+2. Identify five factors marketers should consider in classifying consumer services.
=+2. Why do service firms emphasize marketing?
=+1. Identify two reasons why services are important to the U.S.economy and business environment.
=+2. List the six characteristics that distinguish services from goods.
=+1. Describe the goods–services continuum.
=+2. Why is the understanding of want satisfaction so important to marketer
=+1. Define product.
=+9 Describe how a firm can extend a product’s life cycle, and explain why certain products may be deleted.
=+8 Explain the concept of the product life cycle and identify the different stages.
=+7 Describe the way marketers typically measure product mixes and make product mix decisions.
=+6 Explain why firms develop lines of related products.
=+5 Explain how quality is used by marketers as a product strategy.
=+4 Describe each of the types of business goods and services.
=+3 List the classifications of consumer goods and services and briefly describe each category.
=+2 Explain the importance of the service sector in today’s marketplace.
=+Define product and distinguish between goods and services and how they relate to the goods–services continuum.
=+• How long has the firm been in business?
=+• In what industry does the firm operate? What is its role within the industry?
=+• Who are the firm’s customers? Who are its competitors?
=+• How is the firm organized? How many people work there? Where are its headquarters? Does it have other offices and production facilities located around the nation or around the world?
=+• What is the company’s mission? Does the company have a written code of ethics?
=+• Why did you apply for this job? Why do you want this job?
=+• What are the requirements of the job as you understand them?
=+• What are your strengths? What are your weaknesses?
=+• Are you an organized person? How do you manage your time?
=+• What were your responsibilities on your last job or internship? How would they apply here?

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