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marketing strategy

Questions and Answers of Marketing Strategy

7-12 Give an example of a company that is countering this trend by offering more realistic dolls for young girls.(AACSB: Communication; Reflective thinking)
7-10 Can manufacturers use SoLoMo? Find examples of or make suggestions as to how manufacturers can use this type of targeting. (AACSB: Communication; Reflective thinking)
7-9 Search the Internet to find examples of retailers using SoLoMo and similar new technologies to target and engage potential customers, or describe your personal experience as a shopper in this
7-6 Advertisers use market segmentation when promoting products to consumers. For each major consumer segmention variable, find an example of a print ad that appears to be based on that variable. For
show. What competitive advantage does the show have over existing shows? How many and which differences would you promote? (AACSB: Communication;Reflective thinking)
7-8 Form a small group and create an idea for a new reality television show. Using the approach provided in the chapter, develop a positioning statement for this television
7-5 Discuss the criteria that should be evaluated in determining which differences a company should promote in its products. (AACSB: Communication)
7-4 Explain how a company differentiates its products from competitors’ products. (AACSB: Communication)
7-3 Explain how companies segment international markets.(AACSB: Communication)
7-2 Compare and contrast consumer and business market segmentation. (AACSB: Communication)
7-1 Name and describe the four major steps in designing a customer-driven marketing strategy. (AACSB:Communication)
4. How can the Industrial Internet potentially benefit B-to-C markets and customers? What impact might it have and in what ways?
3. B-to-B marketers at GE used the creative concept of Datalandia to promote the potential benefits of the Industrial Internet. What approach to marketing the Industrial Internet would you take to a
2. Business buyers focus on benefits (e.g. cost savings through equipment efficiency) rather than features (e.g. the colour of a piece of equipment). What are the potential benefits of the Industrial
1. What are the specific benefits of the Industrial Internet for each member of the buying centre? What is the key message that needs to be communicated to each member?
6-15 If each sales rep earns a salary of €60,000 per year, what sales are necessary to break even on the sales force costs if the company has a contribution margin of 40 per cent?What effect will
6-14 Refer to Appendix 2: Marketing by the numbers to determine the number of salespeople a company needs if it has 3,000 customers who need to be called on ten times per year. Each sales call lasts
6-9 Research mobile procurement and discuss the roles in the buying centre that are impacted most by this technology.(AACSB: Communication; Reflective thinking)
6-8 Discuss the advantages of e-procurement to both buyers and sellers. What are the disadvantages? (AACSB: Communication;Reflective thinking)
6-13 How would other company employees interpret your acceptance of this invitation?
6-12 Do you think the supplier will expect ‘special’ treatment in the next buying situation?
6-11 Just because it is not specifically mentioned in the employee manual, would you be acting ethically if you accepted?
6-10 Do you accept or decline the invitation?
6-6 Kaizen. Seiri. Seiton. Seiso. Seiketsu. Shitsako. Jishuken .These Japanese words are related to continuous quality improvement and are applied in supplier development programmes, particularly
6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions. (AACSB: Communication)
6-4 List the steps for a typical new task buying process.What is product value analysis and in which step of the buying process does it occur? (AACSB: Communication;Reflective thinking)
6-3 Discuss the major influences on business buyers.(AACSB: Communication)
6-2 Explain what is meant by systems selling and discuss why it is a preferred approach to buying for many organisations. (AACSB: Communication; Reflective thinking)
6-1 Explain how the market structure and demand differ for business markets compared to consumer markets.(AACSB: Communication; Reflective thinking)
➤ Objective 4 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.Institutional and government markets (pp. 180–182)
➤ Objective 3 List and define the steps in the business buying decision process.The business buying process (pp. 176–179)E-procurement and online purchasing (pp. 179–180)
➤ Objective 2 Identify the major factors that influence business buyer behaviour.Business buyer behaviour (pp. 172–176)
➤ Objective 1 Define the business market and explain how business markets differ from consumer markets.Business markets (pp. 170–172)
5. What role does the Porsche brand play in the self-concept of its buyers?
4. Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?
3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s?
2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer.
1. Analyse the buyer decision process of a traditional Porsche customer.
5-9 Summarise the FTC’s disclosure rules on using social media to promote products and services. Does the blogger you reviewed in the previous question follow these rules? Explain. (AACSB:
5-8 Find an example of a blog on a topic that interests you.Are there advertisements on the blog? Does the blogger appear to be sponsored by any companies? Is there information regarding sponsorship?
14-13 Determine the advertising-to-sales ratios for two competing companies and compare them to the industry advertising-to-sales ratio found above. Why do you think there is a difference between
14-12 Find industry advertising-to-sales ratio data. Why do some industries have higher advertising-to-sales ratios than others? (AACSB: Communication; Use of IT; Reflective thinking)
14-11 Find other examples of marketers creating controversy by promoting culture-based products that could be viewed as inappropriate by others outside of that culture. (AACSB: Communication;
14-10 Since lighter skin and skin whitening are popular in Thailand, is it wrong for marketers to offer and promote products that encourage this belief and behaviour? Explain why or why not. (AACSB:
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
14-9 Debate whether or not current regulations and guidelines regarding online advertising are adequate for this 428 PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX type of promotion. Is it
14-8 Find examples of native advertising on various publishers’websites. Create a presentation with screen shots showing the content and how it is identified. Has the content been shared with
Marketers have always advertised in traditional media such as newspapers, television and magazines, but today they are increasingly creating content for the online platforms of these media through
14-7 Find three examples of advertisements that incorporate socially responsible marketing in the message. Some companies are criticised for exploiting social issues or organisations by promoting
14-6 Marketers use Q Scores to determine a celebrity’s appeal to his or her target audience. Research Q Scores and write a report of a celebrity’s Q Score for the past several years. If the score
Communication; Use of IT; Reflective thinking)
14-5 In a small group, select a company and research its marketing communications activities for the past several years.Has the company changed its advertising campaign in that time? Has the type of
14- 4 Name and describe the two basic promotion mix strategies.In which strategy is advertising more important?(AACSB: Communication; Reflective thinking)
14-3 Name and briefly describe the nine elements of the communications process. Why do marketers need to understand these elements? (AACSB: Communication;Reflective thinking)
14-2 Why is there a need for integrated marketing communications and how do marketers go about implementing it? (AACSB: Communication; Reflective thinking)
14-1 List and briefly describe the five major promotion mix tools. (AACSB: Communication)
Socially responsible marketing communication(pp. 424–425)
➤ OBJECTIVE 4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.Setting the total promotion budget and mix(pp. 420–424)
A view of the communication process (pp. 412–414)Steps in developing effective marketing communication pp. 414–420)
➤ Objective 3 Outline the communication process and the steps in developing effective marketing communications.
➤ Objective 2 Discuss the changing communications landscape and the need for integrated marketing communications.Integrated marketing communications (pp. 409–412)
➤ Objective 1 Define the five promotion mix tools for communicating customer value.The promotion mix (pp. 408–409)
4. What recommendations would you make to Auchan’s management for the future of their global business?
3. What are Auchan’s long-term prospects and what threats does the company face in its dependence on emerging markets?
2. As a retail brand, assess the Auchan retail strategy with respect to segmentation, targeting, differentiation and positioning.
1. Describe Auchan according to the different types of retailers discussed in this chapter.
13-14 If this company’s stockturn rate was 3.5 last year, is the stockturn rate calculated above better or worse?Explain. (AACSB: Communication; Reflective thinking)
13-13 Refer to Appendix 2: Marketing by the numbers, and determine the stockturn rate of a retailer carrying an average inventory at cost of €350,000, with a cost of goods sold of €800,000.
13-12 Discuss the impact the Marketplace Fairness Act will have on small retailers in the US. Is it fair that small retailers should have to collect sales taxes on online sales to customers outside
13-11 Why did Amazon change its position regarding online sales taxes and why does it now support the Marketplace Fairness Act? (AACSB: Communication; Reflective thinking)
13-10 Create a presentation to give to local retailers in your locality explaining how they can effectively use online, mobile and social media marketing to engage customers and enhance their
13-9 Find an example of a local retailer in your country or locality that uses online, mobile and social media marketing.Interview the owner of the store or restaurant and ask about the challenges
13-8 The majority of shoppers agree that online reviews can be very helpful. However, some online reviews are fake.Research this issue and write a report on how to spot fake online reviews and the
13-7 Deciding on a target market and positioning for a retail store are very important marketing decisions.In a small group, develop the concept for a new retail store. What is the target market for
13-6 Visit a local shopping centre where you are and evaluate five stores. What type of retailer is each of these stores? What is the target market for each? How is each store positioned? Do the
13-5 Compare and contrast brokers and agents with merchant wholesalers. (AACSB: Communication; Reflective thinking)Critical-thinking exercises
13-4 Explain how wholesalers add value in the channel of distribution. (AACSB: Communication)
13-3 Name and describe the types of corporate or contractual organisation of retail stores and the advantages of each. (AACSB: Communication)
13-2 Define the concept of shopper marketing and explain why it has grown in prominence. (AACSB:Communication)
13-1 Explain how retailers can be classified based on the amount of service offered and give an example of each retailer type. (AACSB: Communication; Reflective thinking)
➤ O bjective 4 E xplain the major types of wholesalers and their marketing decisions.Wholesaling (pp. 393–397)
➤ O bjective 3 D iscuss the major trends and developments in retailing.Retailing trends and developments (pp. 386–392)
➤ O bjective 2 D escribe the major retailer marketing decisions.Retailer marketing decisions (pp. 381–386)
➤ O bjective 1 E xplain the role of retailers in the distribution channel and describe the major types of retailers.Retailing (pp. 375–381)
5. Consider what other types of channel partnering may revolutionise conventional channels in other markets.
4. How can competitors respond effectively to the P&G/Amazon partnership with new channels of their own?
3. Are there any potential risks and disadvantages to a close cooperative partnership of this kind — from the points of view of the partners and the consumer? List them and discuss how serious they
2. What potentials are there for disagreements between the partners which could undermine the partnership system?For example, as P&G expands its own online operation, are there potential conflicts
1. What are the advantages of a channel partnership like that between P&G and Amazon from the points of view of the partners and the consumer?
12-10 What other industries’ channels of distribution have been impacted dramatically by online, mobile and social media? (AACSB: Communication; Reflective thinking)
12-9 Visit a self-publishing site such as Amazon’s Kindle Direct (https://kdp.amazon.com/) and create a presentation to give to aspiring authors about distributing their works this way. (AACSB:
12-8 The term last mile is often used in the telecommunications industry. Research what is going on in this industry and how the last mile has evolved in recent years, then predict where it is
12-7 The most common type of contractual vertical marketing system is the franchise organisation. Visit the International Franchise Association at www.franchise.org/and find a franchise that
12-6 Distribution channel concerns for pharmaceutical drugs — especially the problem of counterfeit drugs —can be a matter of life and death. There have been moves in some parts of the world to
➤ Objective 5 Discuss the nature and importance of marketing logistics and integrated supply chain management.Marketing logistics and supply chain management(pp. 358–365)
➤ Objective 4 Explain how companies select, motivate and evaluate channel members.Channel management decisions (pp. 356–357)Public policy and distribution decisions (pp. 357–358)
➤ Objective 3 Identify the major channel alternatives open to a company.Channel design decisions (pp. 351–356)
➤ Objective 2 Discuss how channel members interact and how they organise to perform the work of the channel.Channel behaviour and organisation (pp. 345–351)
➤ Objective 1 Explain why companies use marketing channels and discuss the functions these channels perform.Supply chains and the value delivery network(pp. 340–341)The nature and importance of
4. Will the plan proposed by current Coach leadership be successful in reversing the brand’s slide in market share? Why or why not?

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