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business
marketing management

Questions and Answers of Marketing Management

What were the key reasons for the phenomenal popularity of SapientNitro’s “The Best Job in the World” campaign?
Was the campaign successful in generating tourist traffic to Queensland? How should one measure the success of this publicity campaign?
What should Queensland do in the future to promote tourism?
What were the key factors that undermined the effectiveness of Burger King’s communications over the years?
How should Burger King balance cost-cutting initiatives with investing in an integrated marketing campaign to create and sustain top-of-mind awareness and gain market share?
How should Burger King use traditional, online, and mobile communications to build a loyal customer base?
What was the key to Accor’s market success?
What role did Accor’s online strategy play in its ability to gain and retain loyal customers?
How should Accor balance its resources across traditional, online, and mobile communications?
What factors contributed to Avon’s initial market success? How did these factors evolve over time?
What is Avon’s value proposition for its customers, its sales force, and its stakeholders?
How did the role of personal selling change during the past several decades? Can personal selling continue to be a viable business model, given the ubiquity of social media and mobile
Discuss Progressive’s direct marketing campaign, which primarily revolves around the character Flo. Why does it resonate so well with consumers?
What else should Progressive be doing to ensure that it remains “top of mind” in the competitive insurance industry?
Who are Zara’s biggest competitors? What should Zara do to build, enhance, and sustain its competitive advantage?
What are the key aspects of Popeyes’s franchise model?
What are the key benefits of franchising for Popeyes franchisers and franchisees? What are the drawbacks of franchising?
What are the key aspects of Uniqlo’s customer value proposition?
Should Uniqlo stay vertically integrated? Or should it rely more heavily on outsourcing to improve flexibility and achieve economies of scale?
What role does the company culture play in delivering superior customer experience?
Should Best Buy focus on becoming a showroom for companies that lack their own physical retail outlets? What are the pros and cons of this approach?
What were the key factors that contributed to Airbnb’s market success?
How was Airbnb able to create and sustain a competitive advantage? What are Airbnb’s points of parity and points of difference?
How should American Express position its offerings to attract and retain new customers? What is the key benefit that it should emphasize in positioning its brand?
What role did marketing research and customer insights play in developing Honest Tea?
What are the key factors that contributed to the success of Honest Tea?
What factors contributed to the phenomenal success of WeChat in China?
What role does customization play in the Stitch Fix business model? Can this business model be easily replicated by competitors?
What are key components of Nike’s marketing strategy?
What are Nike’s strengths and weaknesses?
How does Disney create value for its customers?
What are the core strengths of the Disney brand?
What are the risks and benefits of expanding the Disney brand to new products and services?
What is Google’s core business? What are the pros and cons of managing a diverse portfolio of businesses?
What’s next for Google? Where should the company focus its resources?
How does Zappos create value for its customers?
What are the key aspects of Zappos’s corporate culture?
What are the pros and cons of Stitch Fix using artificial intelligence and machine learning in designing market offerings?
What is the role of customer relationship management in the entertainment industry? What is the relationship among customer satisfaction, customer loyalty, and company profitability?
What are the key aspects of Harrah’s customer loyalty program? What are the key drivers of its success?
How should Harrah’s use the recent developments in data analytics, machine learning, and artificial intelligence to enhance customer loyalty and create shareholder value?
IKEA has essentially changed the way people shop for furniture. Discuss the pros and cons of IKEA’s strategy, especially as the company continues its global expansion.
How much should IKEA customize its products and retail environment to fit local tastes? Could excessive customization hurt its brand identity?
What are the key drivers of Mandarin Oriental’s global success?
What are the pros and cons of Mandarin Oriental’s positioning as a global luxury brand? Can it have universal appeal for travelers around the world?
What are the key aspects of Starbucks’s strategy and tactics?
Starbucks has worked hard to make business decisions that are both ethical and responsible. How are the results of Starbucks’s socially responsible programs measured?
What role does corporate social responsibility play in the Ben & Jerry’s business model?
Should Ben and Jerry have continued to operate Ben and Jerry’s as an independent company, rather than selling it to Unilever? What were the pros and cons of going forward with the sale?
How can Ben & Jerry’s justify the concept of a triple bottom line—profits, people, and planet—to company shareholders?
Ben & Jerry’s was created in 1978 when founders Ben Cohen and Jerry Greenfield opened their first ice cream parlor in Burlington, Vermont. The duo “wanted to do something more fun” with their
Tiffany & Co.’s roots date back to 1837, when founder Charles Lewis Tiffany opened a “stationery and fancy goods” store in New York City. Tiffany’s first store quickly became the go-to
Starbucks opened its first store in 1971, at a time when coffee consumption in the United States had been declining for a decade and rival brands used cheaper coffee beans to compete on price. The
Zara began in 1975 when Amancio Ortega and Rosalia Mera opened their first store in Galicia, Spain. The original store sold low-priced lookalikes of high-end, popular fashion products.Zara’s
Uniqlo is a Japanese casual wear designer, manufacturer, and retailer. The name is a portmanteau that combines the words unique and clothing, which reflects the company’s philosophy of creating
WeChat is a Chinese social media, messaging, and mobile payment app developed by Tencent, a Chinese conglomerate that specializes in technology, gaming, and social media. WeChat is primarily used for
Describe how companies create and validate a prototype.
Starting out as a perfume store in 1969, Sephora has transformed into one of the world’s strongest beauty retailers, employing around 20,000 people across 2,500 stores in more than 32 countries.
The Mandarin Oriental Hotel Group is an international hotel management company that specializes in Asian luxury hotels. The company operates over 31 hotels and 8 residences in more than 20 different
Popeyes was founded in the New Orleans suburb of Arabi in 1972 by serial entrepreneur Al Copeland, who wanted to compete with fried chicken giant KFC. The first Popeyes restaurant initially found
When Phil Knight, a former college track athlete, and his former coach, Bill Bowerman, started a shoe company in 1962, they couldn’t have known that they would ultimately create one of the
Define the scope of marketing.
Describe the new marketing realities.
In its first two decades, Walt Disney Productions was a struggling cartoon studio that introduced its most famous character, Mickey Mouse, to the world. Few believed in Disney’s vision at the time,
Explain the role of marketing in the organization.
Illustrate how to organize and manage a modern marketing department.
Explain how to build a customer-centric organization.
From smart phones to maps to e-mail to search, today Google is everywhere. This ubiquity makes it easy to forget that the company was founded in 1998 by two Stanford University PhD students, Larry
Identify the key tasks required for company and business unit planning.
Uber, the global leader in ride sharing, entered the Middle East market in 2013, but it failed to replicate the success it had enjoyed in so many other markets around the world. It had started its
Describe the process of developing a market offering.
Mayo Clinic is the first and largest integrated nonprofit medical group practice in the world. William and Charles Mayo founded the clinic over 100 years ago as a small outpatient facility and
Describe the key components of an actionable marketing plan.
Explain how and when to modify the marketing plan.
Identify the key factors that influence consumer behavior.
Explain the process of marketing planning.
Explain the role cultural, social, and personal factors play in consumer behavior.
Intuit develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individual consumers. The company was founded in 1983 by a
Explain how consumers’ needs, emotions, and memory influence their behavior.
Illustrate the key stages of the buying decision process.
Explain the key aspects of the organizational buying process.
The Alibaba Group was established in 1999 by Jack Ma, who wanted to use the internet to connect Chinese suppliers with overseas buyers. Ma saw that small manufacturers and entrepreneurs in China had
Define the role of the buying center in an organization.
Describe the stages of the decision process in business markets.
Explain how organizations develop marketing programs to attract and retain business customers.
Describe how business-to-business marketers build and maintain relationships with customers.
Define the scope of marketing research.
Tesco PLC is the United Kingdom’s biggest grocery retailer and the world’s fifth largest, with nearly half a million employees, pre- tax revenues exceeding £63 billion, and over 7,000 stores
Explain the marketing research process, how to gather and analyze market data, and how to develop a research plan.
Casper is an American e-commerce company that primarily sells mattresses. The idea of Casper was thought up by four members of a New York City venture accelerator in 2013. The company aimed to be an
Discuss the key aspects of designing product portfolios and product lines.
Define the key aspects of the selling process.
Avon, the world’s oldest direct-sales beauty company, got its start in 1886 after door-to-door book salesman David McConnell began offering free perfume to attract female customers.When the perfume
Explain how to design an effective sales force organization.
Progressive Corporation is one of the largest providers of auto, motorcycle, boat, and RV insurance in the United States. Founded in 1937, the company is considered one of the most innovative
Explain how to manage a sales force.
Discuss the role of direct marketing and identify the key direct marketing channels.
Define the roles of marketing channels.
Explain the key channel-management decisions.
Discuss how firms manage channel cooperation and conflict.

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