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business
marketing management

Questions and Answers of Marketing Management

How should a company adapt prices to meet varying circumstances and opportunities? (p. 504)
When and how should a company initiate a price change? (p. 507)
How should a company respond to a competitor’s price change? (p. 509)
Air Arabia has succeeded in profitably challenging big established airlines companies in the Middle East and North Africa. Why don’t all other airlines apply the same business model as Air Arabia?
What challenges does Air Arabia face? Do you think that the company will be able to maintain its leadership position in the LCC market in the Middle East and North Africa? What will happen if other
What is a marketing channel system and value network? (p. 516)
What work do marketing channels perform? (p. 521)
How should channels be designed? (p. 525)
What decisions do companies face in managing their channels? (p. 530)
How should companies integrate channels? (p. 534)
What are the key channel issues in e-commerce? (p. 536)
What are the key channel issues in m-commerce? (p. 538)
How should companies manage channel conflict? (p. 540)
Why has Amazon succeeded online when so many other companies have failed?
What’s next for Amazon? Where else can it grow?
As Tesco expands overseas, can it succeed by using the same strategies it has used in the United Kingdom? Why or why not? What factors should it take into account while formulating strategies in
What are the ways in which Tesco connects with its customers to provide more value for them?
What major types of marketing intermediaries occupy this sector? (p. 549)
What major changes are occurring in the modern retail marketing environment with respect to competitive market structure and technology? (p. 554)
What marketing decisions do marketing intermediaries make? (p. 557)
What does the future hold for private label brands? (p. 563)
What are some of the important issues in wholesaling? (p. 565)
What are some important issues in logistics? (p. 567)
What were the keys to Best Buy’s success? What are the challenges it faces in today’s retail environment?
How else can Best Buy compete against retail competitors like Walmart and Costco as well as online competitors like Amazon.com?
What is the role of marketing communications? (p. 580)
What is the marketing communications mix? (p. 581)
How do marketing communications work? (p. 583)
What are the major steps in developing effective communications? (p. 586)
How should the communications mix be set and evaluated? (p. 595)
What is an integrated marketing communications program? (p. 599)
What are Red Bull’s greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster)enter the energy drink category and gain market share? What are the risks of competing against such
Discuss the pros and cons of Red Bull’s nontraditional marketing tactics. Should the company do more traditional advertising? Why or why not?
Discuss the effectiveness of Red Bull’s sponsorships.Where should the company draw the line in terms of novelty and risk?
Discuss L’Oreal Paris’s message strategy and creative strategy in light of its slogan and use of brand ambassadors. Do you think L’Oreal Paris has adapted its IMC strategy effectively in the
Evaluate L’Oreal’s approach to events, experiences, and sponsorships. Has L’Oreal been effective in selecting its partners?
What are the benefits of content-based marketing for a beauty brand like L’Oreal? Do you think L’Oreal is right in completely integrating its traditional and digital media?
What steps are required in developing an advertising program? (p. 608)
How should marketers choose advertising media and measure their effectiveness? (p. 615)
How should sales promotion decisions be made? (p. 622)
What are the guidelines for effective brand-building events and experiences?(p. 626)
How can companies exploit the potential of public relations? (p. 629)
Mission: What are our advertising objectives?
Money: How much can we spend and how do we allocate our spending across media types?
Message: What should the ad campaign say?
Is the message clear at a glance? Can you quickly tell what the ad is all about?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?
Evian is a global mineral water brand that is sold to millions of people across the world. Analyze the reasons for its success.
What will be the strategic evolution of the brand’s communication?
Can any other mineral water brand ever take over Evian’s market share?
Gillette has successfully convinced the world that“more is better” in terms of number of blades and other razor features. How did it do it? Why has that worked in the past? Will it continue to
Explain why Gillette’s sports marketing partnerships have been so successful.
Some of Gillette’s spokespeople such as Derek Jeter and Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing
Will Gillette ever become as successful at marketing to women as to men? Why or why not?
What are the pros and cons of online marketing? (p. 637)
How can companies carry out effective social media campaigns? (p. 642)
What are some tips for enjoying positive word of mouth? (p. 645)
What are important guidelines for mobile marketing? (p. 650)
Why is Facebook unique in the world of personal marketing? What are Facebook’s greatest strengths?
Who are Facebook’s biggest competitors? What are the greatest risks it faces in the future?
What does a company gain by having a Facebook page or advertising through Facebook? What would you think if a brand or company were not on Facebook?
Can a company take personal marketing too far?Explain.
How can companies conduct direct marketing for competitive advantage?(p. 657)
What are the pros and cons of database marketing? (p. 662)
What decisions do companies face in designing a sales force? (p. 664)
What are the challenges of managing a sales force? (p. 669)
How can salespeople improve their selling, negotiating, and relationship marketing skills? (p. 673)
What has Progressive done well over the years to attract new insurance customers?
What else should Progressive be doing to ensure it stays top of mind in the competitive industry of insurance?
Why has Victoria’s Secret been so successful? How does the company reach its target audience?
What do you think are Victoria’s Secret’s biggest challenges?
What’s next for Victoria’s Secret? How does the company grow?
What are important trends in marketing practices? (p. 679)
What are the keys to effective internal marketing? (p. 680)
How can companies be socially responsible marketers? (p. 685)
What tools are available to help companies monitor and improve their marketing activities? (p. 697)
What do marketers need to do to succeed in the future? (p. 702)
Starbucks makes business decisions that are both ethical and responsible. Has it done a good job communicating its efforts to consumers? Do consumers believe Starbucks is a socially responsible
Where does a company like Starbucks draw the line on supporting socially responsible programs? How much of its annual budget should go toward these programs? How much time should employees focus on
How do you measure the results of Starbucks’s socially responsible programs?
Discuss the contradiction between Virgin’s negative environmental impact (via air and rail) and the green message and communication efforts behind endeavors such as the Earth Challenge.
What should Sonic’s mission be?
In what competitive spheres (industry, products and applications, competence, marketsegment, vertical, and geographic) should Sonic operate?
Which of Porter’s generic competitive strategies would you recommend Sonic follow in formulating overall strategy?
What demographic changes are likely to affect Sonic’s targeted segments?
What economic trends might influence buyer behavior in Sonic’s targeted segments?
How might the rapid pace of technological change alter Sonic’s competitive situation?
What surveys, focus groups, observation, behavioral data, or experiments will Sonic need to support its marketing strategy? Be specific about the questions or issues that Sonic needs to resolve using
Where can you find suitable secondary data about total demand for smart phones over the next two years? Identify at least two sources (online or offline), describe what you plan to draw from each
Recommend three specific marketing metrics for Sonic to apply in determining marketing effectiveness and efficiency.
How (and how often) should Sonic monitor customer satisfaction?
Would you recommend that Sonic use the Net Promoter method? Explain your reasoning.
Which customer touch points should Sonic pay particularly close attention to, and why?
What cultural, social, and personal factors are likely to most influence consumer purchasing of smart phones? What research tools would help you better understand the effect on buyer attitudes and
Which aspects of consumer behavior should Sonic’s marketing plan emphasize, and why?

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