Questions and Answers of Marketing Management Knowledge

Good Bite is interested in selling a new form of teeth-whitening strips. They dissolve in your mouth, and leave less of a gunky residue feeling than current competitors. Whitening strips seem to
Consumers frequently become acquainted with Numi's organic teas through sampling promotions in upscale venues or in partnership with other companies that are promoting organic and fair-trade
Compare two fast food restaurant chains-Chipotle and McDonald's (who no longer owns Chipotle). Chipotle has locations throughout the U.S., but that presence is obviously dominated by McDonald's vast
Are the old managers right? A lot of other wearables focus on counting steps or enabling apps. ls that what this group should design, so as to be seen as a legitimate competitor and not confuse
Kodak's Graphics Communication Group (GCG) is one of the company's largest growing businesses. On one hand, Kodak's GCG serves customers using offset or analog printing that requires long production
Volta's core business is the financial investment instruments it wants to sell. Its value-addeds include financial advisors who provide nearly free counsel. Like most financial advisors, Volta's
Eric Ryan and Adam Lowery, cofounders of Method, a line of household cleaning products, discuss how the product concept came into being and subsequently was developed into a premium line. Ryan and
Smart USA, headquartered in Bloomfield Hills, Michigan, sells the Smart Fortwo: a two-passenger vehicle that is produced in France by the Mercedes Benz car group. Smart Fortwo is the smallest car
Washburn Guitar has been a maker of fine musical instruments since the company's founding in Chicago in 1883. The company promises that "each guitar [it produces] represents the finest quality at the
Like a lot of massively successful consumer companies who want their customers to see they have big hearts, Starbucks offers a line of coffees for purchase made from small growers who meet certain
Ogden Publications, a publisher of a variety of magazines, uses integrated marketing communications to coordinate and achieve consistency across all aspects of its marketing efforts. Ogden's
What did we learn from the cost assessment manager?
What i s the strategy? If the company wants to emphasize customer acquisition, what would you recommend ? If the company wants to emphasize customer retention, what would you recommend ?
Which of the first two managers' directions (direct mail or email) would you support?
What else would you like to know for a more thorough a ssessment?
How would you describe this algorithm in network terms? Would you use the same network principles if you were to design a competing algorithm?
Critics say this method doesn't account for the fact that many Websites are not managed well; they might not be updated, links might not work, etc. How would you improve on this algorithm to address
Lake-Snell-Perry-Mermin Associates (LSPMA) is a decision research firm that works on behalf of clients to determine what different segments of the population believe and feel about issues of interest
Recall from Chapter 1, an electronics firm was contemplating what attributes would appeal to its customers if it were to issue a new wearable. The features that the brand team focused on, and the
Blu Dot cofounders Maurice and John discovered they did not like the furniture they could afford after graduating college and could not afford the furniture they wanted. Blu Dot was conceived as a
Consumers looking for entertainment have many options. Each content provider has business strengths and weaknesses. For example, Netflix has a recommendation engine and a relatively vast library for
What strategies would you say dominate corporate philosophies in these countries: the U.S., China, Japan, Germany, Brazil? Are their "brand managers" watching the right indicators?
Think of a company you'd like to interview with, and list 1-2 specific factors for each of Porter's five forces.
White Rock Beverage, a producer of soft drinks and sparkling waters, was founded in 1871. In 1900, White Rock was the upscale beverage of choice, ranked number one in the market; a century later,
When people feel like they have more money than time, certain services flourish. Imagine setting up a butler service called Jeeves. Jeeves would see to all the logistics details in your life that
What evidence exists that being socially responsible and ethical is worthwhile?
What is a market? What are the requirements for a market?
Nike, the company behind the famous swoosh logo and the classic “Just do it” ad campaign, has long been a major force in marketing athletic footwear, clothing, and equipment. It targets
In your local area, identify a group of people with unsatisfied product needs who represent a market. Could this market be reached by a business organization? Why or why not?
Since 1953, Oregon-based Umpqua Bank has worked hard to earn a regional reputation as a friendly, responsive, and responsible community bank. Headquartered in Portland, the bank serves consumers,
Why is selecting appropriate target markets important for an organization that wants to adopt the marketing concept philosophy?
Eyeing the way today’s consumers buy, prepare, and consume food products, Campbell’s Soup has been busy cooking up new marketing for new lifestyles and demographics. The 150-year-old company
What is consumer misbehavior? Describe the various forms of consumer misbehavior.
When Apple introduced its mobile payment system in 2014, the company was looking to leverage the popularity of its iPhone by adding more functionality and convenience for millions of customers. With
Founded in 1999, Salesforce.com has become a forceful player in the world of business technology, specializing in software that helps organizations manage customer relationships, handle marketing
How has the internet facilitated the organizational buying process?
From rural farmers to multimillionaires, millions of people in China are reaping economic opportunities from the growing e-commerce market. One entrepreneur earns $5 million in sales annually from
What factors must marketers consider as they decide whether to engage in international marketing?
Discuss the impact of strategic alliances on international marketing strategies.
Contrast globalization with customization of marketing strategies. Is one practice better than the other?
With nearly 800,000 guest rooms in 100 cities worldwide marketed under 13 different hotel and resort brands, the InterContinental Hotels Group (IHG) is appealing to multiple target markets of
How does digital marketing differ from traditional marketing?
Zappos the world’s largest online shoe retailer, was one of the first companies to incorporate social media into its business, and it has established itself as a leader in its use. Zappos sells
The idea for Dollar Shave Club (DSC) emerged from a conversation entrepreneur Michael Dubin was having with his co-founder about the annoyances of shaving. They found it inconvenient and costly to
How has digital media changed consumer behavior? What are the opportunities and challenges that face marketers with this in mind?
Describe the ways marketers can measure digital strategy success.
Silicon Valley in California is home to countless high-tech startups. So why is it the headquarters of Impossible Foods? Because the company is using sophisticated technology to invent a meatless
Hilton Worldwide was founded in 1919, and the lodging giant is expanding by adding new brands and opening in new markets to continue its aggressive growth. Based in McLean, Virginia, Hilton has a
Remember Doritos Locos Tacos? Introduced in 2012, this one product increased Taco Bell’s revenues by a whopping $1 billion during its first year on the market. No wonder the fast-food restaurant
Headquartered in Cupertino, California, Apple Inc. has experienced many challenges throughout its business history. In 1997, the company’s share price was $3.30. By checking the price today, you
Most firms do not want other companies to copy their successful business model. However, the shoe retailer TOMS is not your typical retailer. While many organizations try to incorporate social
In 1978, two entrepreneurs, John Mackey and Renee Lawson Hardy, began a challenging venture to create a company that incorporated the values of healthy living and conscious capitalism, all with a
New products, new technologies, and new partnerships— these are some of the elements in Crayola’s marketing strategy for continued success in the digital age. The original founders of Crayola
Both Apple and Samsung have been at the forefront of technology innovation. Technological forces are pushing for newer and better products, and tech companies must constantly pursue product
Dollar General has a strong understanding of the economic forces that impact its customers. The company has overtaken the competition by recognizing that the large income gap in the United States
What business cycle stage are we experiencing currently? How is this stage affecting business firms in your area?
How do wealth and consumer credit affect consumer buying power?
Describe marketers’ attempts to influence political forces.
What types of problems do marketers experience as they interpret legislation?
What does the term technology mean to you? Do the benefits of technology outweigh its costs and potential dangers? Defend your answer.
What factors determine whether a business organization adopts and uses technology?
What evidence exists that cultural diversity is increasing in the United States?
In 1991 electrical engineer Jeff Lebesch and Kim Jordan began making Belgian-style ales in their basement. The impetus for the brewery occurred after Lebesch had spent time in Belgium riding
Wells Fargo, one of the largest banks in the United States, is in hot water. The Consumer Financial Protection Bureau fined the bank $185 million after it opened 2.1 million unauthorized client
What is social responsibility? Why is it important?
Liz Forkin Bohannon, Founder and CEO of Sseko Designs, a socially minded fashion and design company from Portland, Oregon, uses the company as a platform to empower women in Uganda and East Africa.
What are stakeholders? What role do they play in strategic marketing decisions?
What is strategic philanthropy? How does it differ from more traditional philanthropic efforts?
Why is ethics an important consideration in marketing decisions?
How do the factors that influence ethical or unethical decisions interact?
What ethical conflicts may exist if business employees fly on certain airlines just to receive benefits for their personal frequent-flyer programs?
Give an example of how ethical issues can affect each component of the marketing mix.
How can the ethical decisions involved in marketing be improved?
How can people with different personal values work together to make ethical decisions in organizations?
What trade-offs might a company have to make to be socially responsible and responsive to society’s demands?
What is marketing research? Why is it important?
Instagram is a photo-sharing app that has surpassed 800 million daily active users. In contrast, rival Snapchat has 173 million. Instagram allows its users to manipulate their photos with different
What if someone could consolidate the fragmented customer experience measurement industry? This is the question Market Force Information co-founders Karl Maier, Paul Berberian, and Rushton McGarr
What is big data? Why is it important to marketing research?
How can marketers use online services and the internet to obtain information for decision making?
Would you want to work for Harley-Davidson? Why or Why not?
Remembering the target market segments you identified in Chapter 9 for your marketing plan:1. (a) Identify which one of the four social networks described in the chapter would be most useful and(b)
Does your marketing plan involve reaching global customers outside the United States? If the answer is no, read no further and do not include a global element in your plan. If the answer is yes, try
Your marketing plan needs a market-product grid to(a) Focus your marketing efforts and(b) Help you create a forecast of sales for the company. Use these steps:1. Define the market segments (the rows
In fine-tuning the product strategy for your marketing plan, do these two things:1. Develop a simple three-column table in which (a) market segments are in the first column and (b) the one or two key
1. Identify the likely prospects for your product or service.2. Determine what information you should obtain about the prospect.3. Describe how you would approach the prospect.4. Outline the
Does your marketing plan involve a marketspace presence for your product or service? If the answer is “no,” read no further and do not include this element in your plan. If the answer is
You are planning to buy a new car so you decide to visit www.edmunds.com. Based on your experience visiting that site, do you think you would enjoy more or less control in negotiating with the dealer
1. What recent StuffDOT actions have added to its user-friendliness?2. (a) Who are StuffDOT’s major competitors and (b) what point(s) of difference should StuffDOT use to distinguish itself
In your new job as a retail store manager you decide to add mobile marketing to your promotional campaign. Describe how a Bluetooth Low Energy (BLE) beacon could increase sales in your store.
To augment your promotion strategy from Chapter 14:1. Use Figure 15-2 to select the advertising media you will include in your plan by analyzing how combinations of media (e.g., television, Internet,
1. What factors contributed to Taco Bell’s early success?2. Which of the promotional elements described in Figure 14-2 were used by Taco Bell in its Doritos Locos Tacos campaign?3. How does Taco
1. You should(a) Identify the target audience,(b) Specify the promotion objectives,(c) Set the promotion budget,(d) Select the right promotion tools,(e) Design the promotion, and(f) Schedule the
1. What is the key to success at Mall of America? 2. What trends contributed to the idea for the Mall of America? 3. What challenges does Mall of America face as it strives to continue its
1. Which of the four approaches to setting a price does Carmex use for its products? Should one approach be used exclusively?2. Why do many Carmex product prices end in 9? What type of pricing is
In starting to set a final price:1. List two pricing objectives and three pricing constraints.2. Assume a fixed cost and unit variable cost and(a) Calculate the break-even points and(b) Plot a
1. What is “purpose-driven marketing” from a product and brand management perspective at Procter & Gamble?2. How does the purpose-driven marketing for Secret deodorant relate to the hierarchy
For the product offering in your marketing plan,1. Identify(a) Its stage in the product life cycle and(b) Key marketing mix actions that might be appropriate, as shown in Figure 10-1.2. Develop(a)
1. What are the points of difference, or unique attributes, for GoPro products?2. What are GoPro’s primary target markets? How does content marketing influence these markets?3. Describe the new
To help you collect the most useful data for your marketing plan, develop a three-column table:1. In column 1, list the information you would ideally like to have to fill holes in your marketing

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