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marketing management

Questions and Answers of Marketing Management

Figure 16.4 outlines a societal classification of products.Identify two products for each of the four categories, and explain why they are deficient, pleasing, salutary, or desirable products.Data
Classic LEGO plastic bricks have been fixtures in homes around the world for more than 70 years. Just 15 years ago, The LEGO Group (TLG) was near bankruptcy, spiraling downward and losing money at a
Discuss how a new brand manufacturer would go about defining their market segments and then begin to target them.
Go to www.kellogs.com, and examine the brands offered by Kellogg’s. Using the BCG growth-share matrix, classify 10 brands as stars, question marks, cash cows, or dogs. Find at least one product you
Diff Eyewear is a successful business built around a socially conscious mission. The company makes and sells stylish eyewear with comparable quality but a significantly lower price than luxury
Define marketing environment, and discuss the two parts that make up a company’s marketing environment.
Describe the challenges marketers face with changing economic conditions. What factors should marketers consider in offer value to today’s customers?
Many companies today are looking to do more than just good deeds. More and more, companies are making environmental sustainability a part of their core missions. Research companies that make
Technological advances are perhaps the most dramatic forces affecting today’s marketing strategies. Imagine you are in the marketing department of a major brand familiar to you. How might new
Consumers in the United Kingdom seem to be at the mercy of their own insurers. Hidden within the close print of the renewal notices is the true cost of renewing the insurance, often as much as a 100
Why is it important for companies to understand and use customer insights in managing marketing information?
In a small group, identify the steps a business organization might need to take to carry out market research in an overseas market. Discuss whether the business would be best advised to have someone
Market research is critical for companies that want to grow their markets. Companies can hire outside market research firms or create their own internal market research positions or teams. There are
In each second of every day, personal information is being indexed and processed. Every device we use has a unique address that is being broadcast as long as you have wireless networking switched on.
In early 2018, Facebook faced a firestorm of criticism when it was learned that a political data firm hired by Donald Trump’s election campaign—Cambridge Analytica—had gained access to private
Decisions are often made by businesses on the basis of fairly small samples in relation to the actual size of the population or number of customers. Thus, the future of products and services is often
Discuss the characteristics affecting consumer behavior that marketers must be aware of in evaluating consumers’ purchase decisions.
What is a total market strategy, and why do marketers use this approach? Provide a recent example of a product or service that uses the total market strategy approach, and discuss the components that
What four psychological factors influence a customer’s purchase behavior? Name and explain each of the four factors.
What are systems or solutions selling? How can an organization be successful in this area of sales? What are customers looking for from suppliers?
Identify a new product that you have recently adopted into your daily lifestyle. Discuss each step of the consumer buyer decision process as it relates to the purchase decision with your adopted new
The characteristics of a new product affect its rate of adoption. Identify the five characteristics that influence the rate of adoption, and describe how each factor will influence the rate of
Water is water, right? Not so! Beverly Hills 90H20 claims to be designed “by a world-class team of experts, including a water sommelier.” The winner of the World’s Best Water Award, this water
Describe how marketers segment business markets. How do business segmentation strategies differ from consumer segmentation strategies?
Compare the three levels of market targeting that companies can use in choosing how many segments to target. Provide an example for each of the three targeting options.
Local marketing is an effective tool used by marketers to reach intended market segments. Groupon has capitalized on this concept by tailoring brands and marketing to the needs and wants of local
Beverage Giant Coca-Cola faces several challenges as a result of an increase of consumer health awareness, the reduction of carbonated drinks in schools in many regions, and newer, healthier drinks.
Stroke is the fifth-leading cause of death among Americans, claiming more than 130,000 lives each year. Almost 800,000 people suffer a stroke each year in the United States, one every 40 seconds.
What is a service? Can services be differentiated as consumer services and industrial services?
Walt Disney created the Disney brand from humble beginnings based on his love of drawing and animation. The Walt Disney Company has since expanded successfully into a global entertainment and media
According to the U.K. price comparison site Compare the Market, the cost of funerals is rising on average at a rate of 7 percent per year. The Funeral Planning Authority (FPA) estimates that the
Why are customers increasingly vital in the creation of innovative new products and services? How has this come about?
How does a product idea differ from a product concept and a product image? Where do these concepts fit in the new product development process?
Discuss the special challenges faced by companies when marketing products internationally.
Companies large and small, across all industries, are crowdsourcing product innovation ideas. Research three crowdsourcing campaigns that companies have used within the past two years. Were they
Review the five stages in the product life cycle (PLC). Select products that fit into each of the introduction, growth, maturity, and decline stages, and support your reasoning using the summary of
About 24 million people in the United States did yoga at least once in 2013, and participation has been increasing by 6.5 percent annually, according to the Sports and Fitness Industry Association. A
The Thomas Cook Group is probably the oldest and best-known travel and tourism company. It traces its origins back to 1841 and now caters to around 23 million global customers a year.Back in the
Alicia is a self-employed hair stylist who owns her own salon. She has asked you to consult with her on how to generate more revenue. Using the price adjustment strategies, advise Alicia on her
How do logistics managers effectively manage the supply chain? Why do companies need to pay close attention to managing logistics?
The franchise organization is the most common type of contractual vertical marketing system. Vertical conflict, conflict between different levels of the same channel, is common in this channel.
Review the strategies available to companies when determining how to best distribute their products: intensive, exclusive, and selective distribution. Select five products (in more than one category)
According to the Fabletics company website, www.fabletics.com, JustFab Inc. co-CEOs Don Ressler and Adam Goldenberg launched Fabletics with Kate Hudson after they saw a gap in the activewear
The post-Prohibition “three-tier system” requires the separation of the production, distribution, and retailing of alcohol in most states. That wasn’t much of an issue for craft brewers during
Define the essential nature of retailing and describe its function and role
Explain how the mix of different retailer types is changing.What are the trends moving toward?
In January 2017, UK retailer Tesco bought the wholesaler Booker. Why would they do this?
Find an example of a local retailer in your community that uses online, mobile, and social media marketing.Interview the owner of the store or restaurant and ask about the challenges and successes
Small businesses often need to come up with a unique angle to attract any kind of media attention. Sizzle and Grill in Cardiff, South Wales, United Kingdom, was the home to 40 different mega-meals.
Stock Turnover is a way to measure stock performance. It is an indication of the number of times the stock has been“turned over” or replaced over a given period of time. This is a measurement of
Explain how the internet has become a key area for public relations activities.
Integrated marketing communications are highly coordinated.Identify a new product or service and research the IMC across different platforms and media. Is the message consistent?
Facebook has more than 2 billion monthly active users. What started as an online social network allowing people to connect with each other has transformed into a behemoth media mogul and a real
A Unilever brand in Thailand ran into some problems with one of its promotion campaigns, the “Citra 3D Brightening Girls Search.” Citra Pearly White UV Body Lotion is marketed as a skin-whitening
Although consumption of carbonated beverages has been decreasing, it is still an $81 billion industry in North America, which far exceeds alternatives such as water ($23 billion) and sports drinks
What activities can be used in customer relationship building?
Using the internet, research the characteristics of a success ful salesperson. Then think about a recent interaction with a salesperson where you purchased a product.Using the steps in the selling
You are the district manager for Pureation Beverage Group, a beer and wine distributor. The company has experienced rapid growth and needs to add additional salespeople to its team. Using the sales
Evaluate the sales promotion activities of a grocery store in your area. What consumer sales promotions is it using? Is it successful at reaching its target market with effective promotions?
As consumers increasingly use social media and mobile apps to save money, companies must “go where the consumers are”and offer digital coupons and other sales promotions in those locations.
In years past, employees at Staples have faced a challenging work environment. According to The New York Times, Staples maintained an internal reporting system nicknamed “Market Basket” that
Mountain Goat Cyclery is an independent bicycle retailer in Colorado specializing in mountain bikes. It offers a full line of mountain bikes for men, women, and children as well as accessories and
Describe the two types of company websites. What challenges do marketers face when using websites to market their products and services?
With a dominant internet presence, is there still a place for catalog marketing?
Choose a product or service that is unique to your own country or region. Design and deliver a short DRTV sales piece to promote it and create sales.
Real-time marketing is being used by marketers to connect with consumers. Search the web for real-time marketing examples, and describe three. Why were they successful
Traditional direct marketing is still used by marketers to reach targeted consumers. Using the major forms of traditional direct marketing, select three forms, and prepare a presentation using
According to Google’s Consumer Barometer, an interactive digital consumer insights tool, some 93 percent of UAE and Saudi Arabian under-35s go online using either smartphones or tablets.The 2018
According to one survey, 92 percent of U.S. companies now claim that social media marketing is important for their businesses.Fashion designer Kenneth Cole took advantage of the trend in 2011 by
Explain what a business should look at when considering the potential of a foreign market.
Explain the two major links between the seller and the final buyer in the global value delivery network. Why is a whole-channel view important for a firm’s distribution choices?
The chapter describes the global marketing presence of McDonald’s, IKEA, and Amazon. Select two additional global companies, and identify their market entry strategies. Support your position.
China has emerged as an enormous social media market. With more than 1.35 billion people and 635 million internet users, internet usage in China is growing explosively at about 30 percent annually.
Some 18 million tourists visited Greece during 2014—a figure approaching twice the population of Greece. Only 50 years ago, the country was attracting around 33,000 tourists a year. Tourism has
Explain how sustainable marketing meets consumers’needs
Assume that you are the marketing director of a new retail chain. From the outset, you want to be environmentally sustainable. Research how other retailers achieve this, and create a checklist.
Using the internet, research current practices on employee use of social media at work. Write an ethics policy to govern social media use by employees.
Greenwashing is the practice of promoting a product by misleading consumers about its environmentally beneficial aspects. Products might be labeled as “natural,” “green,”“environmentally
Since the 1970s, Nestlé and other companies have faced criticism about their marketing of infant formula to families in developing countries. Their marketing has positioned formula as superior to
One of the biggest news items in the UK retail sector recently is the £1.4 billion acquisition in September 2016 of Home Retail Group, the parent company of Argos, by Sainsbury’s, one of the
The world has rapidly gone online, social, and mobile. And no company is more online, social, and mobile than Facebook.Despite the growing number of social media options, Facebook continues to
It was 2009. James Park and Eric Friedman were at a breaking point. They’d been flitting around Asia for months, setting up the supply chain for their company’s first product, the Fitbit
Over the past few decades, the practice of gathering customer feedback data has been changing as new technologies have let marketers dig deeper. For example, take customer satisfaction surveys. A
As Sara Blakely got ready to go out for a night on the town, she stood looking into her closet, trying to decide what to wear.There were her favorite dress pants—an elegant pair of unlined
You’ve no doubt heard of 5-Hour Energy—the small red bottles filled with an energy-infused elixir, located alongside the candy and gum near the checkout at most grocery and convenience
Long-term brands face a balancing act. On the one hand, they must remain true to the characteristics that endear them to their throngs of loyal customers. On the other hand, the longer a brand
In a survey by brand strategy firm Lippincott, the most trusted brand in consumer electronics was not Apple. Nor was it Samsung, Sony, or Microsoft. It was Bose, the still relatively small, privately
In 1970, Italian Gianluigi Aponte founded the Mediterranean Shipping Company (MSC) with a single second-hand ship and just $5,000 in capital to move cargo between Europe and Africa. Despite a
Once upon a time, there were two major forces dominating the discount retail market: Walmart and Target. The two retailers offered very similar merchandise assortments, and their stores were close to
Outdoor-products megaretailer Bass Pro Shops has seemingly been breaking the rules of retailing for nearly 50 years and basking in the spoils as a result. With more than 95 retail stores throughout
Social media networks seem numberless these days, but only an elite few that started in the early days of the World Wide Web still survive. One of those is LinkedIn, a social media site that debuted
When it comes to personal selling, the term win-win gets thrown around so much that it has become a cliché. But at Procter &Gamble, the selling concept that the company benefits only if the customer
When people think of buying and selling things online locally, most think automatically of Craigslist, the classified ad marketplace that has dominated that business for the past two decades. But as
How does a French company successfully market an American version of a Korean skin beautifier under a French brand name in Australia? Ask L’Oréal, which sells more than $30 billion worth of
How does the marketing process create value for customers and the company?
What is marketing myopia? What are the short- and long-term implications for business in this situation?
Define marketing management, and explain how marketing managers design winning marketing strategies.
In small groups, using the five core customer and marketplace concepts, discuss how the following companies address the first step in the marketing process:(a) Uber, (b) Dunkin’, (c) Dannon, and
Examine how your college or university creates value for the customers it serves. How does your institution differentiate and position itself? Outline its integrated marketing program from your own
In the summer of 2014, people with connections to ALS (LouGehrig’s disease) raised awareness of the condition by urging people to post videos of themselves dumping buckets of ice water over their

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