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business
marketing management

Questions and Answers of Marketing Management

■ Who participates in business buying, and what are the influences on business buying decisions?
■ How do institutions and government agencies do their buying?
■ How does the consumer make a purchasing decision?
■ How do cultural, social, personal, and psychological factors influence consumer buying behavior?
3. Budweiser, Calvin Klein, McDonald’s, Coca-Cola, and Chevrolet are examples of brands that have become cultural symbols for the United States. Name some brand names and products that are cultural
2. You are a product manager at Minolta. Your boss has just received a copy of The Popcorn Report (see the Marketing Insight “Faith Popcorn Points to 16 Trends in the Economy”). Although her
1. One of the changes in the demographic environment is the increasing proportion of older adults, who comprise many markets for certain products. Discuss how this demographic trend could affect the
6. How important is phone service relative to improving other factors such as flight schedules, food quality, and baggage handling?
5. How much long-term goodwill will this service add to American Airlines’ image?
4. How many extra passengers might choose American because of this new service?
3. How many passengers are likely to make calls, given different price levels?
2. What kinds of passengers would be the most likely to make calls?
1. What are the main reasons that airline passengers place phone calls while flying?
■ How can a company effectively manage the marketing process?
■ What are the major steps in planning the marketing process?
■ How is strategic planning carried out at the corporate, division, and business-unit levels?
■ How are companies and marketers responding to the new challenges?
■ What orientations do companies exhibit in the marketplace?
■ What are the major concepts and tools of marketing?
■ What are the tasks of marketing?
Put yourself in the shoes of a well-meaning, law-abiding individual who is speaking to a group of high school seniors about ethics. In your presentation, you explain that the unauthorized swapping of
Compare Napster's subscription-based business model with iTunes' "a la carte" approach. Which of these business models will be most successful?
Do you agree with the RIAA's decision to sue individuals who share music files on the Internet? Will the lawsuits deter others from sharing files or will they alienate consumers?
How did the record companies find themselves in this situation? Are any of their wounds self-inflicted? What mistakes did they make?
Review the key products and services that have emerged during the digital revolution. What are some products and services that are not mentioned in the chapter?
What is the innovator's dilemma? What is the difference between sustaining technology and disruptive technology? Briefly review Christensen's five principles of disruptive innovation.
How important was Inamori's spiritual drive to Kyocera's success? What will happen to the company's culture now that Inamori has retired?
How is Kyocera different from the "typical" Japanese company?
What factors have helped Kyocera succeed in serving organizational markets?
In Europe, a well-equipped 4-door Golf carries a sticker price equivalent to about $24,000. This price represents a premium of about 8 percent compared with competing models such as the Opel Astra.
Some critics say it is a strategic mistake to reposition Volkswagen as a more upscale brand. Do you agree with the criticism?
What key decisions are currently facing Bernd Pischetsrieder?
In preparing a marketing budget or plan, what factors should managers should take into account?
Using Porter's generic strategies framework, compare and contrast Lego and Mega Bloks in terms of their respective pursuit of competitive advantage.
In 2004, Lego continued its entertainment promotional and product tie-ins with new Harry Potter and Spiderman movies. Do you think this is the right strategy?
What is the most important decision currently facing Kjeld Kirk Kristiansen?
Do you think the digital photography revolution will spread to China and India more quickly than Kodak's management expects?
What is the connection, if any, between national competitive advantage and company competitive advantage? Explain and discuss.1.Assess Kodak's situation in terms of Porter's five forces model and
According to current research on competitive advantage, what are some of the shortcomings of Porter's models?
Give an example of a company that illustrates each of the four generic strategies that can lead to competitive advantage: overall cost leadership, cost focus, differentiation, and differention focus.
How does the five partners, or flagship model, developed by Rugman and D'Aveni differ from Porter's five forces model?
With an initial price tag of $250, the high-tech Adidas 1 is not targeted at a broad market. What role can the Adidas 1 play in the company's public relations plan?
Assess the new "Nothing is impossible" advertising tagline. Do you think this phrase will become part of popular culture the way Nike's "Just do it" tagline has?
Why are infomercials, sponsorship, and product placement growing in importance for global marketers?1. Do you think that ads proclaiming Adidas' heritage will be effective in helping build the brand
How does management's orientation (i.e., ethno- centric, polycentric, or regiocentric) correlate with decisions about sales force nationality? What other factors affect sales force composition?
Identify the six steps in the Strategic/ Consultative Selling Model and the outlined six-step presentation plan. Do these steps have global applicability, or are they only used for selling in the
What potential environmental challenges must taken into account by a company that uses personal selling as a promotional tool outside the home country?
Is a high-context culture or a low-context culture at work in this case? Explain your answer.1. Briefly review how the main tools of sales promotion (e.g., sampling and couponing) can be used in
How would you critique the quality of the communication between all parties in this case?
Is a high-context culture or a low-context culture at work in this case? Explain your answer.1. What impression do you think the sales manager made on the minister?
How would you critique the quality of the communication between all parties in this case?
What impression do you think the sales manager made on the minister?
Assess Benetton's efforts to boost sales in the United States. What recommendations would you make to management?
There is a saying in the marketing world that "there is no such thing as bad publicity." Does that apply in the Benetton case?
Compare and contrast the controversy surrounding the "We, On Death Row" advertising campaign with the controversies generated by Benetton's earlier campaigns of the 1990s. Do you think Americans
Do you believe Benetton is sincere in its efforts to promote social causes through its advertising?
What are some of the ways public relations practices vary in different parts of the world?
How does public relations differ from adver tising? Why is PR especially important for global companies?
What is the difference between an advertising appeal and creative execution?
Should retailers be forced to disclose when they are using RFID chips on products
What should the retail industry do in response to the mounting controversy over RFID
Why do you think Katherine Albrecht is suspicious of the retail industry's motives for employing RFID
If you were a small, independent retailer threatened by Wal-Mart, what would you do?
How do the ways in which Wal-Mart creates utility for buyers vary in different parts of the world?
What are the keys to Wal-Mart's success in the United States? Will those factors help the company as it expands around the globe?
Which of the market entry strategy options identified in Figure 12-4 has Wal-Mart utilized in its global expansion?
Identify the different forms of retailing and cite an example of each form. Identify retailers from as many different countries as you can.
How will luxury goods marketers be affected by the slowdown in tourism that followed the terror attacks of September 11, 2001?
Do you think the high retail prices charged for luxury goods are worth paying?
How do LVMH executives adjust prices in response to changing economic conditions?
Bernard Arnault has built LVMH into a luxury goods empire by making numerous acquisitions. What strategy is evident here?
What should Merck, Glaxo, and other pharmaceutical manufacturers do to improve their image with the general public?
Do you think intellectual property laws in countries such as South Africa should be changed to allow generic producers such as Cipla access to the market?
Given the discount prices that Merck and the other global drug companies are making available in Africa and other developing countries, are they charging too much for AIDS drugs in the United States?
If you were responsible for marketing CAT scanners worldwide (average price, $1,200,000), and your country of manufacture was experi- encing a strong and appreciating currency against almost all
What is the difference between ethnocentric, polycentric, and geocentric pricing strategies? Which one would you recommend to a company that has global market aspirations?
Do the foreign country's dumping laws pose a problem?
Are the firm's prices likely to be viewed by the host-country government as reasonable or exploitative?
What pricing options are available if the firm's costs increase or decrease? Is demand in the international market elastic or inelastic?
Should prices differ with market segment?
What type of discount (trade, cash, quantity) and allowance (advertising, trade-off) should the firm offer its international customers?
Should the firm pursue market penetration, market skimming, or some other pricing objective?
Is the price competitive given local market conditions?
Does the price reflect the product's quality?
Identify other target markets where you would introduce this car. What sequence of countries would you recommend for the introduction?
Contrast the difference in strategy for Boeing and Airbus.
How can Boeing successfully compete in the airline industry with Airbus and others?
Assess Boeing's plans to subcontract out significant portions of the 7E7's manufacture.
Briefly describe various combinations of product-communication strategies available to global marketers. When is it appropriate to use each?
What is the difference between a product and a brand?
What, if any, are the risks to licensees such as Coca-Cola and Lego of aligning themselves with Harry Potter?
What measures could be taken to ensure that licensees do not tarnish the Harry Potter brand?
Is Harry Potter perceived differently around the world? Why or why not?
Do you think that Harry Potter would have achieved the same success had Bloomsbury not aligned itself with global heavyweights such as Coca-Cola?
In 2004, the DOT ruled in favor of Astra. What must Fed Ex and UPS do to compete effectively with DHL?
Are you surprised by the aggressiveness of the FedEx and UPS response to DHL's acquisition of Airborne?
What is meant by the phrase global strategic partnership? In what ways does this form of market entry strategy differ from more traditional forms such as joint ventures?
Do you agree with Ford's decision to acquire Jaguar? What was more valuable to Ford-the physical assets or the name?
The president of XYZ Manufacturing Company of Buffalo, New York, comes to you with a license offer from a company in Osaka. In return for sharing the Buffalo company's patents and know- how, the
Which poses the biggest threat to sugar producers in wealthy countries, the growing concern over obesity or increased imports from developing countries?

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