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business
marketing management

Questions and Answers of Marketing Management

What types of laws and regulations are in place that govern how American companies operate both in the United States and abroad?
Why is sustainability such an important piece of a company’s overall marketing strategy? What are some ways that companies can incorporate sustainability into each of the Four Ps of
In Class, 10–25 Minutes for Teams Using the data in Table 2.2, select two countries that are substantially dissimilar from one another. Then, select one of the products below. Use the data for the
For Further Research (Individual) McDonald’s is a company that is all-in globally, having become a staple in over 100 countries around the world. Take a look at the menu items available in four
For Further Research (Groups) Assume you are part of a small business in the United States that manufactures portable gas barbecue grills and has decided to enter the global marketplace. What type of
How would the success of entry into BRICS markets best be measured by marketers—that is, what metrics would be more useful than the typical metrics used in developed countries? Be creative and
Critical Thinking and Ethics Assume you are the CMO for an athletic shoe company. Over 75 percent of your sales comes from the United States and Europe. You have conducted business with Firm ABC in
What external factors should Walmart have taken into consideration as they considered their expansion in India?
Many citizens of India fit into the group of consumers known as the bottom of the pyramid (BOP). What strategies could Walmart execute through Flipkart to serve consumers in this group?
Discuss the product objectives and strategies a firm may choose.pp. 296–302 PRODUCT PLANNING: DEVELOP PRODUCT OBJECTIVES AND PRODUCT STRATEGY p. 296
Understand how firms manage products throughout the product life cycle. pp. 303–306 MARKETING THROUGHOUT THE PRODUCT LIFE CYCLE p. 303
Explain how branding and packaging strategies contribute to product identity. pp. 307–316 BRANDING AND PACKAGING:CREATE PRODUCT IDENTITY p. 307
Describe how marketers structure organizations for new and existing product management. pp. 317–318 ORGANIZE FOR EFFECTIVE PRODUCT MANAGEMENT p. 317
Understand how to manage your career so that you will be able to adapt and flourish in a changing work environment. pp. 318–320
What are some reasons a firm might determine it should expand a product line? What are some reasons for contracting a product line? Why do many firms have a product mix strategy? Appendix
Why is quality such an important product strategy objective? What are the dimensions of product quality?How has e-commerce affected the need for quality product objectives? Appendix
Explain the product life cycle concept. What are the stages of the product life cycle? Appendix
How are products managed during the different stages of the product life cycle? Appendix
What is a brand? What are the characteristics of a good brand name? How do firms provide legal protection for their brands? Appendix
What is a brand extension? What is sub-branding? Appendix
What are individual and family brands? A national brand? A store brand? Appendix
What does it mean to license a brand? What is cobranding? Appendix
What are the functions of packaging? What are some important elements of effective package design? Appendix
What should marketers know about package labeling? Appendix
Describe some of the ways firms organize the marketing function to manage existing products. What are the ways firms organize for the development of new products?Activities: Apply What You’ve
In Class, 10–25 Minutes for Teams Think of products you are familiar with in the marketplace. Brainstorm with your group and identify at least three products(not specific brands) that fall into
For Further Research (Individual) The fast-food industry has undergone changes in how it packages its food over the years, now being much more “green” in the materials delivered to customers.
In Class, 10–25 Minutes for Teams As an entrepreneur, you know you want to open a new unique and innovative food store, but you aren’t sure what kind of products you want to carry. Discuss the
Creative Homework/Short Project Assume that you have been recently hired by Wrigley’s, the chewing gum manufacturer. You have been asked to work on a plan for redesigning the packaging for 5, a
What is it about each of your selected brands that attracts your interest? Appendix
What is your opinion about why your selected brand’s equity is what it is and whether it is trending upward or downward? Appendix
Critical Thinking Quality is an important product/service objective, but quality can mean different things for different goods and services, such as durability, precision, aesthetic appeal, and so
Critical Thinking Many times firms take advantage of their popular, well-known brands by developing brand extensions because they know that the brand equity of the original or parent brand will be
Ethics How do you think a company’s behavior toward its customers and its community impact purchase?Have you ever purchased (or not purchased) a brand because of what you knew about their
Critical Thinking There are many products in the marketplace that keep the same packaging year after year, even when there may be a newer best practice. Take a look at the list of products below and
Critical Thinking How do you feel about store brands that design packaging to mimic that of national brands?Should the government place limitations on how similar the packaging can be legally? Why or
Pick up each of three products and study their package design and any information you can find about the product. Now which product are you most likely to buy? Explain why you chose this product.a.
Present a summary to your class on what you learned about the brands and packaging in your two product categories.a. Go to a typical supermarket in your community.b. Select two product categories of
What is the decision facing Blue Diamond?Do you know how many different ways there are to enjoy an almond? According to agricultural cooperative Blue Diamond Growers, quite a few! After several years
What factors are important in understanding this decision situation?Do you know how many different ways there are to enjoy an almond? According to agricultural cooperative Blue Diamond Growers, quite
What are the alternatives?Do you know how many different ways there are to enjoy an almond? According to agricultural cooperative Blue Diamond Growers, quite a few! After several years of brutal
What decision(s) do you recommend?Do you know how many different ways there are to enjoy an almond? According to agricultural cooperative Blue Diamond Growers, quite a few! After several years of
What are some ways to implement your recommendation?Do you know how many different ways there are to enjoy an almond? According to agricultural cooperative Blue Diamond Growers, quite a few! After
Review Blue Diamond’s product line on their website(www,bluediamond.com). What examples do you see of an upward line stretch?
From the case above and the website, what examples do you see of a filling-out strategy?
What is an additional brand extension that Blue Diamond could develop to leverage the brand’s equity?
Understand the communication process and the traditional promotion mix. pp. 466–474 COMMUNICATION MODELS IN A DIGITAL WORLD THAT IS“ALWAYS ON” p. 466
Describe the steps in traditional and multichannel promotion planning. pp. 474–480 OVERVIEW OF PROMOTION PLANNING p. 474
Explain what advertising is, describe the major types of advertising, discuss some of the major criticisms of advertising, and describe the process of developing an advertising campaign and how
Understand how to increase your chances of getting a great job or internship by developing an effective résumé and cover letter, how to get these to the right people, and how you can make yourself
What is promotion? What is integrated marketing communication (IMC)? What are multichannel promotion strategies? Appendix
Describe the traditional communication model. Appendix
List the elements of the promotion mix and describe how they are used to deliver personal and mass appeals. Appendix
List and explain the steps in promotion planning. Appendix
Explain the hierarchy of effects and how it is used in communication objectives. Appendix
Describe the three steps in developing marketing communication budgets. Appendix
What is advertising, and what types of advertising do marketers use most often? What is an advertising campaign? Appendix
Firms may seek the help of full-service or limited-service advertising agencies for their advertising. Describe each. Appendix
What is consumer-generated advertising, and what are its advantages? What is crowdsourcing, and how is it used in advertising? What is native advertising? Appendix
List three pros and three cons for each of the following types of advertising: TV, radio, newspaper, magazine, out-of-home, Internet. Appendix
Describe the steps in developing an advertising campaign.What is a creative brief? What is meant by the appeal, execution format, tonality, and creative tactics used in an ad campaign?
What is digital media? What are owned, paid, and earned media? What are the different advertising activities or techniques included in website advertising, mobile advertising, and video sharing?
What are different types of branded content? How do marketers use branded entertainment and support media, such as directories, out-of-home media, and place-based media, to communicate with
How do marketers pretest their ads? How do they posttest ads? Appendix
What is media planning? How do media planners use reach, frequency, gross rating points, and cost per thousand in developing effective media schedules? Appendix
Describe continuous, pulsing, and flighting media schedules.Activities: Apply What You’ve Learned
Creative Homework/Short Project Spend some time looking through print publications—magazines and newspapers. Find an ad that fits into each of the following categories:• Testimonial• Humor
Creative Homework/Short Project Assume you are the director of marketing for a firm that markets healthy snack foods (i.e., chips, cookies, etc.). You are developing a promotion plan. Develop
Creative Homework/Short Project Your company has developed a new high-end lotion designed to reduce the appearance of wrinkles on the face and neck when used twice daily. Using the hierarchy of
Ethics Some companies use sex appeal to sell a nonromantic product. One example is Hardee’s, known for its risqué ads for hamburgers. Think of some other examples where sex appeal is used to sell
This miniproject is designed to help you develop your skills in marketing communication planning. Working with one or more of your classmates, complete the following suggested activities.
What is the decision facing the Boy Scouts of America?Most advertising focuses on selling a good or service, but this key promotional tool is also used by many not-for-profit organizations to promote
What factors are important in understanding this decision situation?Most advertising focuses on selling a good or service, but this key promotional tool is also used by many not-for-profit
What are the alternatives?Most advertising focuses on selling a good or service, but this key promotional tool is also used by many not-for-profit organizations to promote their causes, enlist
What are some ways to implement your recommendation?Most advertising focuses on selling a good or service, but this key promotional tool is also used by many not-for-profit organizations to promote
What other organizations or brands that were formerly single-gender focused have expanded to offer products or services to both genders in an effort to expand their market/and or become more
Many youth who are targets for Scouts BSA membership are active in using social media. Create a simple concept for a social media ad that you believe could cause them to consider joining the
What other marketing activities could the Girl Scouts pursue to keep its members from moving to the Boy Scouts and to encourage new girls to join? Appendix
Explain what a distribution channel is, identify types of wholesaling intermediaries, and describe the different types of distribution channels. pp. 384–396 TYPES OF DISTRIBUTION CHANNELS AND
List and explain the steps to plan a distribution channel strategy.pp. 396–403 DEVELOP A CHANNEL STRATEGY p. 396
Discuss the concepts of logistics and supply chain. pp. 403–410 LOGISITICS AND THE SUPPLY CHAIN p. 403
Understand how to prepare for an interview to maximize your chances of getting the job.pp. 410–413
How do warehousing decisions impact delivery time to consumers? What is a distribution center and what functions does it serve?
What is a channel leader or channel captain? Explain channel power and channel conflict.
Creative Homework/Short Project You mom has started a small business making hand-crafted jewelry that she offers online direct to consumers. The business has grown rapidly over the past year, and she
In Class, 10–25 Minutes for Teams You are the VP of marketing for a new company that has created a robot lawn mower. Similar to the Roomba, it can mow the lawn using automation and sensors to make
Given this particular example, what are some things the manufacturer might work on to bring the overall perfect order measurement higher? What would be the key advantages to the firm in making an
Critical Thinking As colleges and universities are looking for better ways to satisfy their customers, an area of increasing interest is the distribution of their product(which of course is a
Critical Thinking Many companies are using technology to cut out the middleman and sell more directly to the consumer—think about music or video downloads, ebooks, software, etc. How do you think
Prepare and present a summary of your findings.There are many independent intermediaries (wholesalers, dealers, distributors, and retailers) that are willing to cooperate to get the product to the
What is the decision facing Target?In the age of Amazon, big-box retailers have been playing catch up. The competitors in this space feel intense pressure to meet customer expectations for shopping
What factors are important in understanding this decision situation?In the age of Amazon, big-box retailers have been playing catch up. The competitors in this space feel intense pressure to meet
What are the alternatives?In the age of Amazon, big-box retailers have been playing catch up. The competitors in this space feel intense pressure to meet customer expectations for shopping
What decision(s) do you recommend?In the age of Amazon, big-box retailers have been playing catch up. The competitors in this space feel intense pressure to meet customer expectations for shopping
What are some ways to implement your recommendation?In the age of Amazon, big-box retailers have been playing catch up. The competitors in this space feel intense pressure to meet customer
For Target and its merchandise partners, the logistics function was traditionally focused on getting the product from a manufacturer to the retail location. How does the addition of customer delivery
Review the five functions of logistics. Which of these are affected by the changes Target is making in their process? In what ways are these functions impacted?
What other ways could Target “raise the bar” and further differentiate itself from Walmart and Amazon in the area of the place component of the marketing mix?
Define consumer behavior, and explain the purchase decision-making process.pp. 186–194 THE CONSUMER DECISIONMAKING PROCESS p. 186
Explain how internal factors influence consumers’decision-making processes.pp. 194–202 INTERNAL INFLUENCES ON CONSUMERS’ DECISIONS p. 194

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