Principles Of Marketing 18th Global Edition Philip Kotler, Gary Armstrong - Solutions

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Study the following two product mixes. For Product Mix 1:A, B, C, and D are the lines; and for Product Mix 2: X, Y, and Z are the lines.Which mix has more breadth and why? Which mix is deeper and why? A B C D X a1 b1 c1 d1 x1 a2 b2 c2 d2 x2 a3 b3 c3 x3 x4 > N Z z1 y2 z2 y3 z3 y4 Product Mix 1
Discuss the pros and cons of the company’s decision to price the MyEye 2.0 so high. Is the company following the principle of societal marketing? Should it?(AACSB: Communication; Reflective Thinking)
Calculate the gross margin dollars and percentage for the MyEye 2.0 and the iPhone X. Refer to The Profit-and-Loss Statement and Marketing Budget in Appendix 2: Marketing by the Numbers to learn how to calculate gross margins. (AACSB: Analytic Reasoning)
Is it wrong for Patagonia to exclude customers from firms that have different philosophies? Support your answer. (AACSB: Written and Oral Communication;Ethical Reasoning)
In a small group, research how Patagonia’s previous societally oriented marketing decisions impacted its?
How do Starbucks’s decision to get political and Dunkin’s decision to remain politically neutral relate to the five sustainable marketing principles? (AACSB:Written and Oral Communication; Reflective Thinking)
Analyze recent Twitter posts from Starbucks and Dunkin’. Based on posts that are not related to the products—and customer responses to those posts—do you agree or disagree with Dunkin’s decision to remain politically neutral? Explain. (AACSB: Written and Oral Communication; Ethical
“Greenwashing” is the practice of promoting a product by misleading consumers about its environmentally beneficial aspects. Products might be labeled as “natural,”“green,” “environmentally friendly,” or biodegradable” but have little or no environmental benefits. Go to
Suppose that you are leading PepsiCo’s environmental sustainability efforts. How would you gauge the effectiveness of these programs? How would you communicate your efforts to loyal consumers of your brand? (AACSB:Written and Oral Communication; Information Technology;Reflective Thinking)
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. (AACSB: Communication; Use of IT;Reflective Thinking)
What guidelines should firms follow when developing corporate marketing ethics policies? (AACSB: Written and Oral Communication)
What is sense-of-mission marketing, and how does it impact on a business? (AACSB: Communication)
Identify a company that is engaged in product stewardship and explain how its practices differentiate it from companies that merely practice pollution prevention.(AACSB: Written and Oral Communication)
How would you distinguish between consumerism and environmentalism in terms of scope and influence? (AACSB:Communication)
Explain how marketing can be perceived as having a negative impact on the consumer. (AACSB: Communication)
What is sustainable marketing, and why is it important?(AACSB: Written and Oral Communication)
Explain the role of ethics in marketing. See: Marketing Ethics and the Sustainable Company(pp 600–603)
Describe the principles of sustainable marketing. See: Business Actions toward Sustainable Marketing (pp 596–600)OBJECTIVE
Define consumerism and environmentalism and explain how they affect marketing strategies.See: Consumer Actions to Promote Sustainable Marketing (pp 592–596)OBJECTIVE
Identify the major social criticisms of marketing. See: Social Criticisms of Marketing(pp 584–592)OBJECTIVE
Define sustainable marketing and discuss its importance. See: Sustainable Marketing(pp 582–584)OBJECTIVE
How important are political factors with regard to Huawei’s ambition to be the leading provider of 5G technology globally?OBJECTIVE
For technology-based firms like Huawei, what global product and communication strategies work best? Do think Huawei has adopted the right strategy?
What U.S. dollar sales does your answer to the previous question represent? Use a currency exchange calculator, such as the one at www.xe.com/currencyconverter/, to convert from British pounds to U.S. dollars. (AACSB: Analytic Reasoning; Use of IT)
How many bikes must Peloton sell to break even on this international expansion if total fixed costs are £30 million per year, variable costs are £1,995 per bike(Peloton sells them at cost), and monthly service variable costs are £5? Assume that a consumer purchasing a bike at the price of
Discuss whether multinational companies have difficulties breaking into the market in your country?
Should pharmaceutical companies learn to adapt to bribery in China? Debate both sides of this issue.(AACSB: Communication; Ethical Reasoning)
Develop a relevant profile of India that informs Match Group management about the country’s demographics, competitors, and market potential. (AACSB: Written and Oral Communication; Reflective Thinking)
Which marketing environment factors may be having an impact on Tinder’s growth in India? (AACSB: Written and Oral Communication; Reflective Thinking)
You have been asked to consult with a small business owner who wants to expand her company overseas. She has asked you to develop a global marketing strategy.You are not certain if the owner thoroughly understands the international expansion process and the challenges involved. Prior to meeting
Based on national security concerns, the United States and several U.S. allies have chosen to limit market access for Huawei, a Chinese telecommunications company that is neck and neck with Apple as the world’s number-two smartphone maker behind Samsung. Critics of the ban argue that it limits
Outline the key challenges a global business faces in establishing itself in an emerging market. (AACSB:Communication; Reflective Thinking)
When should a business use a standardized or an adapted marketing strategy in an overseas market?(AASCB: Communication)
Explain how licensing might work for a business wanting to break into a new global market. How does licensing differ from other types of joint venture? (AACSB:Communication; Reflective Thinking)
What environmental factors must international marketers consider when entering foreign markets? (AACSB:Written and Oral Communication)
Briefly describe the World Trade Organization and its role in world trade. (AACSB: Written and Oral Communication)
Identify the three major forms of international marketing organization. See: Deciding on the Global Marketing Organization (p 573)
Explain how companies adapt their marketing strategies and mixes for international markets.See: Deciding on the Global Marketing Program (pp 566–572)OBJECTIVE
Describe three key approaches to entering international markets. See: Deciding How to Enter the Market (pp 564–566)OBJECTIVE
Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions. See: Global Marketing Today (pp 552–563)OBJECTIVE
What kind of customer- and competitor-based orientation should TikTok adopt to continue growing?OBJECTIVE
What kind of market leader strategies can TikTok use to defend its position in the social media video-sharing segment against local and global competition?
What market challenger strategies can Tencent use to enter the social media video app segment?
What basic competitive strategy does ByteDance follow?
Define TikTok in terms of competitive advantage.
Find market data for previous years and analyze how the smartphone market has changed over time. (AACSB:Use of IT; Communication; Reflective Thinking)
Refer to the Marketing Performance Measures section of Appendix 2: Marketing by the Numbers and calculate market shares for each company for both years. Calculate the percentage change in year-over-year unit sales for each company. What can you conclude from the market shares and year-over-year
Is it ethical for ugly produce companies to position themselves as social enterprises or as solutions to the food waste challenge? Why or why not? (AACSB:Ethical Reasoning; Written and Oral Communication)
Phat Beets and Imperfect Produce are in different categories but serve similar target markets with similar products. How should Phat Beets differentiate itself from Imperfect Produce, if at all? (AACSB: Written and Oral Communication; Reflective Thinking)
In a small group, design a social media approach that would help increase brand awareness and communicate the value proposition of Uniqlo relative to its competitors. (AACSB: Written and Oral Communication;Reflective Thinking)
Compare Uniqlo’s approach on Instagram (www.instagram.com/uniqlousa) to Madewell’s approach (www.instagram.com/madewell). Based on your comparison, is Uniqlo a market challenger, market follower, or niche marketer? Explain your response. (AACSB: Written and Oral Communication; Reflective
Using the internet, find one market nicher in each of three different industries. Identify the competitive strategy each one uses. (AACSB: Written and Oral Communication; Reflective Thinking)
Walmart, a market leader and the nation’s biggest private employer, recently implemented a “Great Workplace” model that increases wages and responsibilities for some employees and emphasizes teamwork, accountability, and skill improvement for all frontline employees. The model aims to improve
The multibillion-dollar pet care market is growing thanks to market factors including the increased availability of technology products for pets, the use of the internet to feature pets, the rise in pet adoptions, and growing demand for premium pet care products and services. Provide one example of
Provide examples of alternatives to market orientation and explain why they are followed. (AACSB:Communication; Reflective Thinking?
How can a market leader retain their position against competition? (AACSB: Communication)
Describe the strategies that a market follower might adopt, and explain why they might never challenge the market leader. (AACSB: Communication)
What questions should marketing managers ask after they identify the firm’s main competitors? (AACSB:Written and Oral Communication; Reflective Thinking)
Define competitive advantage. How do companies go about finding their competitive advantage? (AASCB:Written and Oral Communication; Reflective Thinking)
Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization. See: Balancing Customer and Competitor Orientations (pp 543–544)
Explain the fundamentals of competitive marketing strategies based on creating value for customers. See: Competitive Strategies (pp 533–543)OBJECTIVE
Discuss the need to understand competitors as well as customers through competitor analysis.See: Competitor Analysis (pp 526–533)OBJECTIVE
Do you agree with Nick Huzar that OfferUp can succeed without taking business away from Craigslist?Explain. p-857
Compare the competitive relationship between OfferUp and LetGo with that of Uber and Lyft. Based on this comparison, what does the future hold for OfferUp? p-857
Describe the value of OfferUp to national brands and retailers as a channel for mobile marketing. Does OfferUp also pose a threat to these companies?
Analyze OfferUp’s business model relative to the different forms of digital and online marketing covered in this chapter.
As a mobile marketplace, how does OfferUp provide value to shoppers? Sellers?
Calculate the net marketing contribution (NMC), marketing return on sales marketing ROS), and marketing return on investment (marketing ROI).Was the campaign successful? Refer to Marketing Profitability Metrics in Appendix 2: Marketing by the Numbers to learn how to do this analysis.
Calculate the performance metrics listed in the preceding table. Based on these metrics, evaluate the campaign. (AACSB: Communication; Analytic Reasoning;Reflective Thinking)
Is it ethical for marketers to gather and use data from inside the home to improve the value proposition to consumers? Explain. (AACSB: Written and Oral Communication; Information Technology; Reflective Thinking)
How should companies that offer home hubs address consumer concerns about privacy violations? (AACSB:Written and Oral Communication; Reflective Thinking)
Mobile marketing can be confusing for a small business owner. Develop a presentation for small business owners that describes mobile marketing, its advantages and disadvantages, and examples of how small businesses are using mobile marketing. (AACSB: Communication;Reflective Thinking)
What local businesses in your community are using online, social media, or mobile marketing? Interview the owner or manager of one of these businesses to learn how they use these marketing activities and how satisfied they are with the activities. (AACSB: Communication;Reflective Thinking)
Thanks to the Internet of Things, marketers can now add value to the shopping experience by using digital displays. They can use the displays to gather data about consumers, send advertising messages to their mobile phones as they pass, and use their mobile phones or facial recognition to
Taco Bell uses social media to engage consumers around marketing stunts targeting its millennial and Gen Z segments. For example, it has hosted Airbnb sleepovers in its restaurants and once erected a billboard that dispensed hot nacho cheese. Recently, Taco Bell created a slidethru window through
In a small group, search the internet to locate a controversial or failed social media campaign. Present an analysis of the failed campaign. Make a recommendation on how to address the controversy. (AACSB: Information Technology;Written and Oral Communication; Reflective Thinking)
Discuss how the traditional forms of direct marketing continue to be important promotion tools. (AACSB:Written and Oral Communication) p-857
With a dominant Internet presence, is there still a place for catalog marketing? (AACSB: Communication)
How does viral marketing work? Is it effective? Are there aspects of it that make it uncontrollable by a business?(AACSB: Communication)
What are the main purposes of a marketing website?(AACSB: Communication)
Compare and contrast the new direct marketing model with the traditional direct marketing model. (AACSB:Written and Oral Communication)
Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing. See: Traditional Direct Marketing Forms (pp 510–517)
Discuss how companies use social media and mobile marketing to engage consumers and create brand community. See: Social Media and Mobile Marketing (pp 503–510)OBJECTIVE
Explain how companies have responded to the digital age with various online marketing strategies. See: Marketing in the Digital Age (pp 498–503)OBJECTIVE
Identify and discuss the major forms of direct and digital marketing. See: Forms of Direct and Digital Marketing (p 497)OBJECTIVE
Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. See: Direct and Digital Marketing (pp 494–497)OBJECTIVE
It seems that P&G has the most effective sales force structure of any company in its industry. Why have competitors not been able to match it?OBJECTIVE
Discuss ways that the CBD structure may be more effective than a single sales rep for each step in the personal selling process.
From the perspective of team selling, discuss the positive as well as possible negative aspects to the customer business development sales organization.
Which of the sales force structures discussed in the text best describes P&G’s CBD structure?
Mountain Goat ran the promotion and sold 15 bikes during the promotional period. Assuming the $500vspent on advertising is the only marketing cost associated with this promotion, calculate the net marketing contribution of the promotion. Was the promotion successful? Refer to Net Marketing
If Mountain Goat’s markup percentage on selling prices is 35 percent, what margin will the retailer realize for each bike purchased during the premium offer? How many additional bikes would Mountain Goat need to sell to break even on this premium offer? Refer to BreakEven and Margin Analysis in
Why would the insurance companies recruit existing pharmaceutical salespeople instead of hiring and training their own sales forces? (AACSB: Written and Oral Communication; Ethical Understanding and Reasoning)
A recent analysis of top salespeople suggested salespeople who are driven by a strong sense of customerrelated purpose outsell salespeople who are focused on sales and money goals. The insurance companies are using such purpose-related pitches in recruiting the pharmaceutical salespeople. What
An alternative, potentially lower-cost way to get consumers to interact with the Aloft and Element brands would be to offer deep promotional discounts to influencers and prospects so they stay at one of the properties. How would a price-only promotion compare to the trade show innovation lab?
Marriott used the innovation lab as both a business promotion and a consumer promotion, which served different segments with different needs. Was that a wise strategy? Explain. (AACSB: Written and Oral Communication, Information Technology, Reflective Thinking)
Design a consumer promotion to increase brand awareness and trial of cricket flour–based Chirps Chips (www.eatchirps.com). (AACSB: Written and Oral Communication; Reflective Thinking)
Write a job description for an order getter at Snap-on tools, a company that sells advanced tools to auto mechanics and technicians. (AACSB: Written and Oral Communication;Information Technology; Reflective Thinking) p-857
Discuss the differences among consumer promotions, trade promotions, and business promotions. Provide examples of the different sales promotion tools that could be used in each promotion campaign. (AACSB: Written and Oral Communication) p-857
What activities can be used in customer relationship building? (AACSB: Communication) p-857

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Principles Of Marketing 18th Global Edition Philip Kotler, Gary Armstrong - Solutions

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