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marketing strategy

Questions and Answers of Marketing Strategy

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?
1. What challenges does Coach face relative to pricing its vast product line?
11-14 Determine by how much sales can drop and let the company still maintain the total contribution it had when the contribution margin was 40 per cent. (AACSB:Communication; Analytic reasoning)
11-13 If the company’s original contribution margin was 40 per cent, calculate the new contribution margin if price is increased 10 per cent. Refer to Appendix 2: Marketing by the numbers, paying
11-12 What factors account for the variation in airfares?Should airlines be permitted to get as much as they can for a seat? (AACSB: Communication; Reflective thinking)
11-10 Research ways in which marketers protect against the consequences of online pricing errors and write a brief report summarising what you learn. (AACSB: Communication;Reflective thinking)
11-9 Find two other examples of online pricing mistakes.How did the companies handle the problems resulting from the pricing errors? (AACSB: Communication;Reflective thinking)
9-ending pricing? Why do marketers use this pricing tactic? (AACSB: Communication; Reflective thinking
11-8 One psychological pricing tactic is ‘just-below’ pricing.It is also called ‘9-ending’ pricing because prices usually end in the number 9 (or 99). In a small group, have each member
11-7 Identify three online price-comparison shopping sites or apps and shop for a product you are interested in purchasing. Compare the price ranges given at the three sites. Based on your search,
You know that you cannot absorb this increase and that you must pass it on to your customers. However, you are concerned about the consequences of an open price increase. Discuss three alternative
11-6 You are an owner of a small independent chain of coffee houses competing head-to-head with Costa Coffee. The retail price your customers pay for coffee is exactly the same as at Costa Coffee.
11-5 Briefly discuss the major policy issues across levels of the channel of distribution. (AACSB: Communication)Critical-thinking exercises
11-4 Should a company always respond to a competitor’s price cut, and what options are available if it does decide to respond? (AACSB: Communication)
11-3 What is dynamic pricing? Why is it especially prevalent online? Is it legal? (AACSB: Communication)
11-2 Define captive-product pricing and give examples. What must marketers be concerned about when implementing this type of pricing? (AACSB: Communication)
11-1 Compare and contrast market-skimming and market penetration pricing strategies and discuss the conditions under which each is appropriate. For each strategy, give an example of a recently
Objective 5 Overview the social and legal issues that affect pricing decisions.Public policy and pricing (pp. 328–330)
Objective 4 Discuss the key issues related to initiating and responding to price changes.Price changes (pp. 325–328)
Objective 3 Discuss how companies adjust their prices to take into account different types of customers and situations.Price adjustment strategies (pp. 318–324)
Objective 2 Explain how companies find a set of prices that maximises the profits from the total product mix.Product mix pricing strategies (pp. 315–317)
Objective 1 Describe the major strategies for pricing new products.New product pricing strategies (pp. 314–315)
4. Is Cath Kidston’s pricing strategy sustainable? Explain.
3. Could Cath Kidston have been successful as a designfocused product marketer had it employed a low-price strategy? Explain.
2. Has Cath Kidston executed value-based pricing, cost-based pricing or competition-based pricing? Explain.
1. Does Cath Kidston’s pricing strategy truly differentiate it from the competition?
10-14 If the unit variable cost for each computer is €350 and the manufacturer has fixed costs totalling €2 million, how many computers must this manufacturer sell to break even? How many must it
Reflective thinking; Ethical reasoning)10-13 A consumer purchases a computer for €800 from a retailer. If the retailer’s mark-up is 30 per cent and the wholesaler’s mark-up is 10 per cent, both
10-12 Is this similar to the ‘freemium’ model used by many US game producers? Explain this model and discuss examples of games that use this model. (AACSB: Communication;
10-11 Is it ethical for game producers to use game playing data to encourage consumers to spend more? Explain why or why not. (AACSB: Communication; Ethical reasoning)
10-10 Camel is not the only Amazon tracking or online price tracking application. Find and describe an example of another online price tracking tool for consumers.(AACSB: Communication; Use of IT)
10-9 Go to http://us.camelcamelcamel.com/ and set up a free account. Track ten products that interest you. Did any of the products reach your desired price? Write a report on the usefulness of this
Communication; Reflective thinking)
10-6 If you’ve ever travelled to another country, such as Germany, you may have noticed that the price on a product is the total amount you actually pay when you check out. That is, no sales tax is
10-8 What is the Consumer Price Index (CPI)? Select one of the reports available at www.bls.gov/cpi/home.htm and create a presentation on price changes over the past two years. Discuss reasons for
10-5 What other issues beyond the market and the economy must marketers consider when setting prices? (AACSB:Communication)
10-4 Name and describe the four types of markets recognised by economists and discuss the pricing challenges posed by each. (AACSB: Communication)
10-3 What is target costing and how is it different from the usual process of setting prices? (AACSB: Communication)
10-2 Name and describe the types of costs marketers must consider when setting prices. Describe the types of costbased pricing and the methods of implementing each.(AACSB: Communication)
10-1 How does value-based pricing differ from cost-based pricing? (AACSB: Communication)
5. Can Reckitt extend its position in emerging markets. If so, how can this be achieved?
4. Will Reckitt be able to maintain its market position in so many areas when strong competitors enter with their own niche products? Why or why not?
3. Based on the product life cycle, what challenges does Reckitt face in managing its brand portfolio? Are the challenges for Mr Kapoor different to those faced earlier by Mr Brecht? In what ways?
2. Is Reckitt’s product development customer-centred?Systematic?Justify and explain your answer.
1. How has Reckitt been able to achieve leadership positions in so many different areas?
9-13 What other factors must a dentist consider before offering this service in addition to their in-office service?(AACSB: Communication; Reflective thinking)
9-12 What types of fixed costs are associated with this service?Estimate the total fixed costs for this additional service, and, assuming a contribution margin of 40 per cent, determine the amount of
9-10 Discuss the ethical issues surrounding orphan drugs.Should pharmaceutical companies be allowed to charge such high prices for these drugs? (AACSB: Communication;Ethical reasoning)
9-9 Discuss other existing products that have created new life for the product by embracing Internet, mobile or social media platforms. Suggest an app for another tangible
9-8 In what stage of the product life cycle is the Reading Rainbow television programme? Has the mobile app changed that? Explain. (AACSB: Communication; Reflective thinking)
9-7 The ‘Internet of Things’ — a term that refers to everyday objects being connected to the Internet — is growing.Thermostats, ovens, cars, toothbrushes, and even baby clothes are connecting
9-6 Find an example of a company that launched a new consumer product within the last five years. Develop a presentation showing how the company implemented the 4 Ps in launching the product and
9-5 It appears that the sky is the limit regarding ideas for smartphone/tablet apps. In a small group, create an idea for new apps related to (1) business, (2) health, (3) education,(4) sports and
9-4 Name and define the stages of the product life cycle.Do all products follow this pattern? Explain. (AACSB:Communication; Reflective thinking)
9-3 What are the benefits of an innovation management system and how can a company install such a system?(AACSB: Communication)
9-2 What decisions must be made once a company decides to go ahead with commercialisation for a new product?(AACSB: Communication)
9-1 What activities are performed in the marketing strategy development step of the new product development process? What is required in a good marketing strategy statement? (AACSB: Communication;
1. What do you think that the John Lewis brand means to consumers?Is this brand a strength or a weakness as the company moves forward?
8-13 What brand development strategy is Kellogg’s undertaking?(AACSB: Communication; Reflective thinking)
8-14 Assume the company expects to sell 5 million packages of Pop-Tarts Gone Nutty! in the first year after introduction globally, but expects that 80 per cent of those sales will come from buyers
8-10 Discuss two examples of similar types of wearable technology for humans. (AACSB: Communication; Reflective thinking)
8-9 Describe the core, actual and augmented levels of product associated with this product. What level does the monitoring service represent? Explain. (AACSB: Communication;Reflective thinking)
8-8 Find five examples of service-provider attempts to reduce service intangibility. Describe them. (AACSB:Communication; Reflective thinking)
8-7 A product’s package must satisfy many criteria, such as sustainability, convenience, safety, efficiency, functionality and marketing. Research ‘packaging awards’ and develop a presentation
8-6 In many countries, regulators are requiring improvements to the standard nutrition labels on food items. In a small group, research the nutrition labelling requirements and likely changes in a
8-5 Discuss how service providers differentiate their services from those of competitors and provide an example of each. (AACSB: Communication)
8-4 What is a brand? Describe the brand sponsorship options available to marketers and provide an example of each. (AACSB: Communication)
8-3 Explain the importance of product quality and discuss how marketers use quality to create customer value.(AACSB: Communication)
8-2 Name and briefly describe the important decisions in developing and marketing individual products and services.(AACSB: Communication)
8-1 What is a product? How do consumer products differ from industrial products? (AACSB: Communication;Reflective thinking)
Use of IT; Analytical reasoning)
7-14 Using the chain ratio method described in Appendix 2:Marketing by the numbers, estimate the market potential in the military (active duty and veterans) market in the USA. Could this model be
7-13 Discuss the factors used to evaluate the usefulness of the military personnel segment. (AACSB: Communication;Reflective thinking)

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