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marketing management

Questions and Answers of Marketing Management

Experian Marketing Services is a global provider of marketing research. It helps organizations intelligently interact with today’s dynamic, empowered, and hyperconnected consumers. By coordinating
1. Gas and food are obvious choices for the GM Marketplace. What are other types of retailers or brands that could be logically added to the service? What data that cars collect now or could collect
Delivering high-quality service is a top priority at FedEx. The company seeks to offer excellent, consistent service across all communication channels and through the entire customer experience. This
1. What potential methods of segmentation are indicated for alt-milk products? Based on your conclusions, how would you position the products? 2. What do you think about the labeling laws?
1. Visit the website at sogoodsoyou.com to evaluate its relatability to health-conscious consumers. 2. Address SGSY’s attempt to connect with the target market.3. What are the company’s
Choose one smartphone from Samsung and one from Apple and examine each product. How does the product form differ between the two products? How are they the same? Now consider the features of the two
New products and services are at the heart of all businesses. Smart companies have a strategic process for knowing when and how to bring new items to the market. Domino’s Pizza has been very
Assume that Chick-fil-A is interested in engaging you as a marketing expert to help them consider developing a new product tentatively called the “Chick-fil-A Veggie Sandwich.” Like with similar
The “three stripes” logo on all adidas products is an important element of the brand, designed to help consumers identify that the product comes from adidas. Originally, all of the company’s
Being a good neighbor is about more than just being there when things go completely wrong. It’s also about being there for all of life’s moments when things go perfectly right. With a passion for
This video discusses how GPI Procurement Services maintains its customer relationships by having excellent salespeople. Their main focus is communicating, listening, knowing their product, installing
1. What was the issue with Intel’s old branding? Was this just change for change’s sake? Why might it be important for Intel’s future business success to promote a new brand
Exhibit 14.4 presents some of the most common consumer sales promotion approaches. Select any three of the approaches and think of a purchase you have made in response to each. How important was the
Specialized Bicycle Components, Inc. (SBC) caters to the cycling enthusiast. The company uses social media in a variety of ways, seeking to engage riders interested in various aspects of biking. This
1. How should Oreo’s success in social engagement be evaluated? What metrics would be most useful? Consider both the usage-specific metrics that a social media provider might supply as
You are the marketing manager for the Tesla Model 3 and have been tasked with developing an effective social media strategy. Review the discussion of social media and consider the following:a.
Select a specific branded product associated with a company and assume you are the marketing manager in charge of mobile marketing strategy for the product.a. Come up with a simple concept for a
Consider the concept of a landing page and its use in assisting the completion of specific desirable actions as well as its relationship with other forms of digital marketing communication. Identify
Select a B2C company that you are familiar with, along with a product sold by that company. Identify a particular consumer target market. Imagine you have been tasked with developing a paid media
Consider a major purchase you have made recently. Review the AIDA model (Exhibits 13.7 and 13.8) and accompanying discussion.a. Think back on the process that led up to your purchase and
The trend today in both large and small firms is for much of the promotion function to be outsourced.a. Comment on this outsourcing trend. What are the major reasons for the trend? What
Vosges Haut-Chocolat, a luxury chocolate brand, introduced a mid-market brand called Wild Ophelia to appeal to a different customer segment. Unfortunately, dealings with two large retailers
Domino’s needs an efficient supply chain in order to profitably serve pizza to its large customer base. This video explains various aspects of the company’s supply chain operations and
1. RH’s CEO believes that the internet is limited in its ability to facilitate differentiation among retailers. Do you agree? Which retailers do a particularly effective job at
Specialized Bicycle Components, Inc. (SBC) caters to the experienced cyclist. In this video, SBC's brand manager explains the company's segmentation and pricing strategy.1. Review the tactical
1. While many consumers don’t like Uber’s surge pricing, it can’t easily be claimed that it is price-fixing (as it is not coordinated with competitors such as Lyft), price discrimination (as
Review Exhibit 11.3 on price-quality positioning, along with the accompanying discussion.a. Consider the low quality/high price quadrant. Identify a brand (other than the examples in the chapter)
1. Leonard Berry suggests that companies delivering great service as a differentiator may create a sustainable competitive advantage. Using Amazon as an example, what problems might some companies
Review the Gap Model of Service Quality (Exhibit 10.6). Consider each of the five gaps where customer expectations might not be met. Select a firm of your choice and for each potential gap list
1. When founder Richard Branson is no longer at the helm (and in the news), do you believe Virgin will be able to continue its forays into radically different brand extensions? What strategies can
SanDisk is introducing a new line of flash drives to complement its existing products, and you are responsible for creating the package design. What key information and other creative elements would
You have been asked by Coca-Cola’s product manager to present the arguments for and against extending the Coke brand to a new cola drink. What would be the arguments for and against extending the
This video discusses the product development process of GoPro, a company committed to developing products that meet the needs of its customers across the globe. GoPro's very first product was
The NPD process is discussed using a new product that 3M has introduced: the Flag Highlighter.What are some of the top issues 3M should consider in developing the Flag Highlighter?
BMW's key to success is the manner in which they manage their product's life cycle. They are able to keep all of their lines new and competitive in each individual sector. Explanation of BMW's PLC is
1. In what category of the Product Life Cycle is Campbell’s soup products? Can a company’s product be in one stage of the PLC while the industry category is in another?2. Beyond product
You are the marketing manager for Coca-Cola products in the United States. Describe the product line for Coke-branded products and briefly describe how each product differs from the other products in
Choose two comparable phones from Samsung and Microsoft/Nokia and examine each product. How does the product form differ between the two products? How are they the same? Now consider the features of
New Balance is the third largest athletic shoe company in the U.S. Their reputation for creating innovative performance footwear available in multiple widths has helped them achieve a loyal customer
1. Why is the millennial generation, in particular, so important to Amex?2. This case focuses primarily on the battle between Chase and Amex over millennial consumers. But, as the content in this
Go to the Strategic Business Insights (SBI) website ( www.strategicbusinessinsights.com) and click through to the section on VALSTM . Find the VALSTM survey and complete the questionnaire.a. Are the
1. This chapter highlights how marketing efforts are different for B2B and B2C firms. As Nike, and other manufacturers, continue to expand into B2C channels, what are some differences in B2C and B2B
You work for Siemens Power Generations systems and are responsible for the sale of large, expensive ($2 million to $5 million) turbine generators to power utility companies. You have been contacted
You are the marketing manager for Lenovo laptop computers. Identify and briefly discuss the differences between the consumer market for laptops and the business market. Then give an example of each
You are the marketing manager for the Bowflex Revolution Home Gym. You believe the product appeals to both men and women. As you develop the marketing strategy, what differences might you
As we have discussed, understanding the consumers in a target market is critical to creating an effective value proposition. Assume you are the Vice President of Marketing for Regal Cinemas. What do
Most of Best Buy's success is understanding Consumer Behavior. The company has adopted a theory called 'customer centricity' - listening to the customer and putting them at the forefront of the
1. What general and specific types of market data would you need to perform an analysis of the Indian market? Which of these data might be less available in a developing country?2. If you were faced
Select an organization that employs a highly personalized approach to selling products or services to its customers online. Ideally, this is one that you have used in the past so that you are more
In the chapter you read about several Big Data sources. For each Big Data source listed below, identify an organization that you believe uses (or could use) that data source and then briefly describe
Consider the CRM process cycle of knowledge discovery, market planning, customer interaction, and analysis and refinement. Pick a company of interest to you and identify one of its important brands
1. Assuming BMW wanted to learn more about what customers value in their luxury driving experience and then make decisions from that research, what kind(s) of market research would you recommend that
Senior Vice President of BP Global Brand and Marketing & Innovation speaks on one of their Brand Values "going green" and having a lower impact on the environment by designing an innovative gas
1. Dunkin’ Donuts made a strategic decision to make their business about the coffee, not just the donuts. What are the risks when a company that is so closely identified with one product (it’s in
Select any industry of interest to you and identify several competing firms. Using Miles and Snow’s Strategy Types, identify the following:(1) a firm that you believe is a prospector;(2) a firm
Domino's Pizza is the world's largest pizza delivery chain, with stores in over 80 countries worldwide and over half its sales outside the United States. In order to satisfy consumer preferences in
1. Is Unilever providing value to their Indian customers? In what ways? Consider the four types of utility when forming your answer.2. Considering the competition Unilever is receiving from Procter
The CEO of Timberland has called and asked you to develop a triple bottom line report for the company. What might be included in a TBL report for Timberland?
The marketing manager for McDonald’s has been asked to develop a code of marketing ethics for the company. Develop a marketing code of ethics for McDonald’s, keeping in mind that the company has
You are the marketing manager for Oxymoron Detergent and have been tasked with introducing this product into Argentina. What six factors would you need to consider in determining the proper channel
You are the market research director for a consumer product company. You have been asked to evaluate China as a potential market for your company’s products and begin a search of secondary data.
Vosges Haut-Chocolat is a chocolate brand seeking to make consumption of their chocolate a luxury experience which has grown along with the market for high-end chocolate. The video discusses how
1. Over the course of its history, Budweiser marketing responded to major regulatory and cultural changes such as Prohibition and the changing role of women in society. What other changes are either

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