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business
marketing management

Questions and Answers of Marketing Management

Evaluate Microsoft’s product and marketing evolution over the years. What has the company done well, and where did it falter?
Evaluate Microsoft’s recent expansions into areas such as search engines and smart phones. Do you think these are good areas of growth for Microsoft?Why or why not?
Evaluate Ferrero Australia’s decision to invest in the hazelnut farm. What are the key reasons for doing this?
How can Ferrero use new technology to market its products better?
What is the scope of marketing research? (p. 121)
What steps are involved in conducting good marketing research? (p. 124)
What are the best metrics for measuring marketing productivity? (p. 137)
Why has IDEO been so successful?
What is the most difficult challenge it faces in conducting its research and designing its products?
Why are consumer research and design thinking so critical to Intuit’s success?
How important are Intuit’s products for mobile devices?
What are customer value, satisfaction, and loyalty, and how can companies deliver them? (p. 149)
What is the lifetime value of customers, and how can marketers maximize it?(p. 158)
How can companies attract and retain the right customers and cultivate strong customer relationships and communities? (p. 164)
How do customers’ new capabilities affect the way companies conduct their marketing? (p. 168)
In your opinion, how important is it to invest in customer loyalty for cars, a product most people buy only every couple of years?
Try to estimate the lifetime value of an Audi customer.
What measures should Audi take to build long-term loyalty relationships?
What has Harley-Davidson done with its H.O.G. program to create an extraordinary customer experience that is unique and valuable to its members? Has the motorcycle manufacturer been successful?
To enlarge its customer base, what would you recommend Harley-Davidson do to cultivate long-term relationships with a younger audience, aged between 18−34?
How do consumer characteristics influence buying behavior? (p. 179)
What major psychological processes influence consumer responses to the marketing program? (p. 187)
How do consumers make purchasing decisions? (p. 194)
In what ways do consumers stray from a deliberative, rational decision process? (p. 202)
What are the risks and benefits of expanding the Disney brand in new ways, such as video games or superheroes?
What are some of the things IKEA is doing well to reach consumers in different markets? What else could it be doing?
What is organizational buying? (p. 211)
What buying situations do business buyers face? (p. 215)
Who participates in the business-to-business buying process? (p. 215)
How do business buyers make their decisions? (p. 220)
In what ways can business-to-business companies develop effective marketing programs? (p. 226)
How can companies build strong loyalty relationships with business customers?(p. 230)
How do institutional buyers and government agencies do their buying? (p. 233)
How does Accenture target its B-to-B audience so effectively?
Evaluate Accenture’s history of branding campaigns.What remains consistent throughout?
Have “Ecomagination” and “Healthymagination” successfully communicated GE’s focus on its newer endeavors? Why or why not?
What factors should a company review before deciding to go abroad? (p. 239)
How can companies evaluate and select specific international markets to enter? (p. 241)
What are the differences between marketing in a developing and a developed market? (p. 242)
What are the major ways of entering a foreign market? (p. 248)
To what extent must the company adapt its products and marketing program to each foreign country? (p. 251)
How do marketers influence country-of-origin effects? (p. 260)
Discuss Twitter’s global impact since its inception.
Who are Twitter’s biggest competitors? How does Twitter differ from other social media companies?
What marketing challenges does Twitter face as it continues to expand its brand globally?
Review L’Oréal’s brand portfolio. What role have local and global marketing, smart acquisitions, and R&D played in growing those brands?
What are the keys to successful local product launches like Maybelline’s Wondercurl in Japan?
What’s next for L’Oréal on a global level? Who are its biggest competitors? If you were CEO, how would you sustain the company’s global leadership?
In what ways can a company divide the consumer market into segments? (p. 268)
How should business markets be segmented? (p. 283)
How should a company choose the most attractive target markets? (p. 284)
What are the requirements for effective segmentation? (p. 285)
What are the different levels of market segmentation? (p. 285)
What were the risks and benefits of HSBC’s positioning itself as the “World’s Local Bank”?
How does BMW segment its consumers? Why does this work for BMW?
What does BMW do well to market to each segment group? Where could it improve its marketing strategy?
Should BMW ever change its tagline, “The Ultimate Driving Machine”? Why or why not?
How can a firm develop and establish an effective positioning in the market?(p. 297)
How do marketers identify and analyze competition? (p. 298)
How are brands successfully differentiated? (p. 300)
How do firms communicate their positioning? (p. 308)
What are some alternative approaches to positioning? (p. 313)
What are the differences in positioning and branding for a small business?(p. 314)
Why has Nespresso’s repositioning on the consumer market led to the success of the brand?
Will the unique positioning of Nespresso enable it to resist new competition from Jacobs Douwe Egberts?
Evaluate Philips’ “sense and simplicity” strategy. What are the risks the company faces in using this tagline?
What strategies can Philips follow to ward off competition from Japanese manufacturers of consumer electronics?
What is a brand, and how does branding work? (p. 321)
What is brand equity? (p. 324)
How is brand equity built? (p. 331)
How is brand equity measured? (p. 337)
How is brand equity managed? (p. 340)
What is brand architecture? (p. 343)
What is customer equity? (p. 350)
What risks do you think McDonald’s will face in the future?
P&G’s impressive portfolio includes some of the strongest brand names in the world. What are some of the challenges associated with being the market leader in so many different categories?
What risks will P&G face in the future?
Why is it important for companies to grow the core of their business? (p. 357)
How can market leaders expand the total market and defend market share?(p. 359)
How should market challengers attack market leaders? (p. 364)
How can market followers or nichers compete effectively? (p. 366)
What marketing strategies are appropriate at each stage of the product life cycle?(p. 370)
How should marketers adjust their strategies and tactics during slow economic growth? (p. 381)
There are very few Middle Eastern companies that have made it to the global arena due to various factors. What are the key factors for SABIC’s success?
What business risks and drawbacks does SABIC face? What strategic direction should the company pursue to avoid potential risks?
Samsung’s goal of earning $400 billion in sales by 2020 would bring it to the same level as Walmart.Is this a feasible goal? Why or why not?
What are the characteristics of products, and how do marketers classify products? (p. 389)
How can companies differentiate products? (p. 392)
Why is product design important, and what are the different approaches taken?(p. 396)
How can marketers best manage luxury brands? (p. 398)
What environmental issues must marketers consider in their product strategies?(p. 400)
How can a company build and manage its product mix and product lines? (p. 401)
How can companies combine products to create strong co-brands or ingredient brands? (p. 409)
How can companies use packaging, labeling, warranties, and guarantees as marketing tools? (p. 412)
What are the characteristics of products, and how do marketers classify products? (p. 389)
How can companies differentiate products? (p. 392)
Why is product design important, and what are the different approaches taken?(p. 396)
How can marketers best manage luxury brands? (p. 398)
What environmental issues must marketers consider in their product strategies?(p. 400)
How can a company build and manage its product mix and product lines? (p. 401)

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