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business
principles of marketing

Questions and Answers of Principles Of Marketing

4. What is the profile of men who would buy skin care products from HUL and not local brand names or ayurvedic products?
3. Should HUL enter the fragrance market for men?
6. What are the benefits of business-to-business e-procurement? (AACSB: Written and Oral Communication; Reflective Thinking)
1. Business buying can be a very involved process. Many companies employ procurement or purchasing experts dedicated to managing the firm’s buying process. Visit www.glassdoor.com/Salaries and
OBJECTIVE 1 Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Marketing Strategy ( 195 )
3. Will P&G’s divestment of 100 brands pay off?Why or why not?
2. Discuss some ways that P&G’s CBD structure is more effective than a single sales rep.
1. This case covers the various members of a P&G customer business development (CBD) team.For a P&G corporate client, illustrate how the different roles of the buying center might interact with the
2. If Edgybees realizes an overall contribution margin of 40 percent, as the company expands, by how much will sales have to increase to break even on each additional sales representative?
1. How many salespeople does Edgybees need if it wants to obtain 500 first-responder customer accounts, such as fire departments and police stations, which need to be called on twice per year? Each
2. What other factors more generally associated with government contracts might 3M’s marketers want to keep in mind when bidding for a government contract? (AACSB: Written and Oral
1. Take a position: If you were 3M, would you allow the U.S. government to force you to sell a huge number of masks at the expense of your other markets (the rest of the world)? Why or why not?
2. Research mobile procurement and discuss the roles in the buying center that are affected most by this technology. (AACSB: Written and Oral Communication; Reflective Thinking)
1. Discuss the advantages of e-procurement to both buyers and sellers. What are the disadvantages?(AACSB: Written and Oral Communication;Reflective Thinking)
3. Following a sales pitch, an individual at a company recognizes the need for one of the hybrid-electric airships like those you were selling in the question above. What happens next in the buying
2. Hybrid-electric airships are slow-moving, heliumfilled airships that compete with helicopters.While both hybrid-electric airships and helicopters can take off and land without an airport,
2. HUL says it will fill in gaps in its product range to meet different skin types. What does this tell you about the consumer?
2. How many additional drivers must Rock Bottom sell at the lower margin to break even on the increase in advertising promotion? Assume the $10,000 spent on banner ads is the only fixed cost
OBJECTIVE 2 Identify the three major pricing strategies, and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices.Major
OBJECTIVE 1 Answer the question “What is price?” and discuss the importance of pricing in today’s fast-changing environment.What Is Price? (297)
3. What product strategies do you think Hong Kong Disneyland should engage in to rejuvenate the park?
2. In light of Shanghai Disneyland, what should Hong Kong Disneyland’s positioning and target market be?
1. At what stage of the product life cycle do you think Hong Kong Disneyland is in now?
2. What other factors must a therapist consider before adding this in-home service to their in-office service?(AACSB: Communication; Reflective Thinking)
2: Marketing by the Numbers to answer the following question. Assume that adding this mobile service will increase fixed costs by $32,500 and that a contribution margin of 65 percent is desired.
1. Refer to Increase Distribution Coverage in Appendix
2. Would you use such a product? Why or why not?Support your answer. (AACSB: Written and Oral Communication; Reflective Thinking)
1. Discuss the ethical issues surrounding the testing and introduction of self-driving vehicles. Is there sufficient research to support the claims and safety of these new products? (AACSB: Written
2. Visit any Web site that reviews robot vacuums.How do the reviews of iRobot vacuums compare to competitive robot vacuums? Does the information from the review match the value proposition that is
1. Visit a social media channel (Twitter, Instagram, or Facebook) and search for the hashtag #iRobotLove.What do the user posts suggest about iRobot’s ability to solve major customer problems? How
OBJECTIVE 3 Identify and define the other important external and internal factors affecting a firm’s pricing decisions.Other Internal and External Considerations Affecting Price Decisions
1. Why is finding and implementing the right pricing strategy critical to a company’s success? (AACSB:Written and Oral Communication)
1. Assuming Rock Bottom’s cost of goods sold (COGS) is 60 percent, calculate Rock Bottom’s margin per driver before the $50 off promotional price and after the promotional price. What effect does
3. Why would consumers still patronize Miniso or Mumuso if they felt they have been misled into believing that it is a Japanese or Korean discount store? Do you think that by continuing to buy from
2. 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)
1. Go to www.camelcamelcamel.com and set up a free account. Track five products that interest you.Did any of the products reach your desired price?Write a report on the usefulness of this type of app
3. Your company has developed a new weight-loss breakfast shake that has proven to be successful in the test market phase. Users have experienced an average weight loss of two pounds per week. You
2. Your firm produces and sells pure organic chili sauce and is losing market share to store brands. The sales team wants the firm to drop its price. Provide arguments for and against this.
1. Congratulations! You just won a lottery and will be receiving a check for $1 million. You have always wanted to own your own business and have noticed the increase in the number of pop-up food
5. How do production costs relate to production experience?
4. Define price elasticity and discuss why it is important for marketers to understand this concept. (AACSB:Communication; Reflective Thinking)
3. Explain the price-demand relationship. What factors must sellers consider when setting prices in different types of markets? (AACSB: Written and Oral Communication)
2. What is cost-based pricing? How do companies use fixed and variable costs in cost-based pricing models? (AACSB: Written and Oral Communication)
3. A fidget spinner is a toy that consists of a ball bearing in the center of a multi-lobed (typically two or three) flat structure made from metal or plastic designed to spin along its axis with
2. In small groups, research Japanese eyewear retail chain OWNDAYS. Where is this brand in terms of product life cycle? Examine the company Web site and assess what the company does well. What
1. How do the four characteristics of services apply to Airbnb? How does Airbnb deal with each characteristic?
2. Assume the company expects to sell 5 million bottles of Coca-Cola Plus in the first year after introduction but that 60 percent of those sales will come from buyers who would normally purchase
1. What brand development strategy is Coca-Cola undertaking? (AACSB: Communication; Reflective Thinking)
2. What ethical issues must Amazon address before consumers will consider adopting this service?(AACSB: Written and Oral Communication; Reflective Thinking; Ethical Understanding and Reasoning)
1. Would you use the Amazon Key services? Why or why not? When would you be most likely to use this service? (AACSB: Written and Oral Communication;Reflective Thinking)
2. What are the potential drawbacks of leveraging or encouraging dialogue from brand rivals? (AACSB:Written and Oral Communication; Reflective Thinking)
1. Consider ad agency Young & Rubicam’s Brand Asset Valuator. How might the central brand fans speaking up in support of a brand affect the four consumer perception dimensions? (AACSB: Written and
4. A product’s package is often considered a “silent salesperson.” It is the last marketing front before consumers make a selection in the store. One model that is used to evaluate a
3. Branding is not only for products and services;cities are getting in on the action too, as you learned from reading about place marketing earlier in the chapter. In a small group, develop a brand
2. Musical performer Rihanna launched her own makeup line called Fenty. If Fenty was a failure, what is the effect on Rihanna as a person brand? (AACSB:Written and Oral Communication; Reflective
1. Coca-Cola recently introduced Coca-Cola Orange No Sugar as a limited-edition flavor. Why would Coca-Cola market this product using the Coca-Cola brand name instead of creating a new brand?What are
6. Explain the four choices a company has when developing brands, and illustrate each with an example. (AACSB: Written and Oral Communication;Reflective Thinking)Critical Thinking Exercises
2. How does Airbnb differentiate its offer, delivery, and image?
3. How much of a threat is Airbnb to the hotel industry?
1. After it admitted that it had rigged its diesel engine cars to cheat on emissions tests, Volkswagen agreed to pay $4 billion in fines, buy back 600,000 diesel vehicles from American consumers, and
6. What special challenges do international product and services marketers face? (AACSB: Written and Oral Communication)Critical Thinking Exercises
5. Name and explain the five stages in the product life cycle (PLC). What message does the product life cycle hold for marketers? (AACSB: Written and Oral Communication)
3. What is idea generation? List and explain the sources of new product ideas. (AACSB: Written and Oral Communication; Reflective Thinking)
2. Why do so many new products fail? (AACSB: Written and Oral Communication)
1. Explain how firms obtain new products and why it is an important process for companies and customers.(AACSB: Written and Oral Communication;Reflective Thinking)
OBJECTIVE 4 Discuss two additional product issues: socially responsible product decisions and international product and services marketing.Additional Product and Service Considerations ( 286 – 287 )
OBJECTIVE 3 Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle.Product Life-Cycle Strategies ( 277 – 285 )
OBJECTIVE 2 List and define the steps in the new product development process and the major considerations in managing this process.The New Product Development Process ( 265 – 277 )
OBJECTIVE 1 Explain how companies find and develop new product ideas.New Product Development Strategy ( 265 )
4. How can Airbnb meet the challenges it faces in Asia?
5. Identify and briefly describe the three major marketing tasks service companies face. (AACSB: Written and Oral Communication; Reflective Thinking)
1. What level of needs does grooming fulfill for men? Is it different compared to women?
1. In 2010, Taiwan announced that it aimed to be one of the first countries worldwide to curb obesity by banning junk food advertisements on children’s TV programs. About 30 percent of Taiwanese
2. Go to Yahoo! Finance (http://finance.yahoo.com/)and find the income statements for two other competing companies. Perform the same analyses for these companies that you performed for the previous
1. Calculate profit margin, net marketing contribution, marketing return on sales (or marketing ROS), and marketing return on investment (or marketing ROI).Which company is performing better? (AACSB:
3. From an ethics standpoint, discuss Impossible Food’s focus on marketing the meatless patty to restaurants instead of spending more time focusing on the long-term effects of the plant-based heme.
2. How would you categorize Impossible Food according to the Boston Consulting Group Matrix?(AACSB: Communication)
1. Does Impossible Food provide value to customers?Justify your answer. (AACSB: Reflective Thinking;Ethical Reasoning)
2. Create a new mission statement for Google/Alphabet that will take it through the rest of this century.(AACSB: Communication; Reflective Thinking)
1. Conduct research on Google/Alphabet to learn more about its products and services. Some say the time has come for Google to create a new mission statement.Do you agree? Explain. (AACSB:
2. Examine Starbucks and determine how its marketers have positioned the company relative to the competition. How has Starbucks used differentiation to create customer value? (AACSB: Communication)
1. As a student, you have experiences with your college or university such as managing the application process, enrolling, orientation, choosing a major, and setting schedules. Conduct a SWOT
5. Why must marketers practice marketing control, and how is it done? (AACSB: Communication)
4. Discuss the elements of the integrated marketing mix.Explain how marketers use these tools to position products and services. (AACSB: Communication;Reflective Thinking)
3. Describe the differences between a value chain and a value delivery network. (AACSB: Communication;Reflective Thinking)
1. How would international political uncertainty affect Amazon and the cross-border e-commerce market?
2. What advantages does Amazon have over its local competitors?
5. Why should marketers pay close attention to the cultural environment? (AACSB: Communication)
4. Discuss the impact of the changing age structure of the population on consumer spending and buying behavior. Why is this trend important to marketers? (AACSB: Communication; Reflective Thinking)
3. Describe Generation Z. What differentiates Gen Zers from other demographic groups, such as baby boomers, Generation X, and millennials? (AACSB:Communication; Reflective Thinking)
2. What are marketing intermediaries, and are they important for marketers? (AACSB: Communication;Reflective Thinking)
1. Name and describe the types of publics in a company’s marketing environment. (AASCB:Communication)
OBJECTIVE 5 Discuss how companies can react to the marketing environment.Responding to the Marketing Environment ( 91–92 )
OBJECTIVE 4 Explain the key changes in the political and cultural environments.The Political Environment ( 84 – 87 )The Cultural Environment ( 87 – 91 )
OBJECTIVE 3 Identify the major trends in the firm’s natural and technological environments.The Natural Environment ( 81 – 83 )The Technological Environment ( 83–84 )
OBJECTIVE 2 Explain how changes in the demographic and economic environments affect marketing decisions.The Demographic Environment ( 73 – 78 )The Economic Environment ( 78 – 81 )
OBJECTIVE 1 Describe the environmental forces that affect the company’s ability to serve its customers.The Microenvironment ( 69 – 73 )The Macroenvironment ( 73 )
4. If Amazon were to start all over again in China, what should it do to attract more customers in terms of its (a) mobile app and(b) Prime membership?
3. Now that it has pulled out of China, one of the largest markets in the world, how can Amazon stay ahead as a global e-commerce player?
2. Name and define the four product/market growth strategies in the product/market expansion grid.Provide an example of a company implementing each strategy. (AACSB: Communication; Reflective

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