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business
principles of marketing

Questions and Answers of Principles Of Marketing

Is it possible for a firm to lose customers to a company that is outside of its strategic group? Explain.
How does a market-centered company compare to a competitor-centered company, a product-oriented company, and a customer-centered company?
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
Using the internet, find one market nicher in each of three different industries. Identify the competitive strategy each one uses.
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
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,
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.Uniqlo targets young, urban,
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
Find market data for previous years and analyze how the smartphone market has changed over time.Greek philosopher Heraclitus certainly understood modern-day markets when he said, “The only thing
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?Following a USDA report that nearly one-third of food
How would you describe Nokia’s competitive advantage when it was strong in the mobile phone market? Today?Nokia was once the world’s largest maker of phones. These days, smartphone buying
Briefly outline the strategies used for adapting products to a global market. Provide an example for each strategy.
Should Unilever utilize standardized international pricing for its Sunsilk hair care products? Why or why not?
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
Lululemon, a Canada-based retailer, is facing increased competition from less expensive alternatives to its $100 yoga pants. However, instead of lowering prices or expanding beyond its own 440 stores
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
The cultural environment is likely having the greatest impact on Tinder’s growth in India. The decline in arranged marriages and the increase in young people working in cities may be fueling demand
Develop a relevant profile of India that informs Match Group management about the country’s demographics, competitors, and market potential.Match Group’s biggest brand, Tinder, is a
Discuss worldwide organizations that assist companies in developing and abiding by global standards for marketing, consumer protection, and regulatory compliance.Fake products make up 5 to 7 percent
Is there any justification for companies to profit by creating counterfeit products that create local jobs and provide consumers with access to products they typically would not be able to buy?
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
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
On a scale of one to five, to what degree does 7-Eleven adapt its offering in each global market? Support your answer.While most Americans are familiar with 7-Eleven—the country’s biggest
Which strategy does 7-Eleven employ for entering a new market? How does the company benefit from this approach?While most Americans are familiar with 7-Eleven—the country’s biggest convenience
Is 7-Eleven’s failure in Indonesia a sign of future weakness? Discuss the implications of this failure on the company’s future expansion into other markets.While most Americans are familiar with
How has the role of marketing communicators shifted in response to the increasingly fragmented and digital communications environment?
Identify and briefly describe the three major marketing tasks service companies face.
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
What major structural factors affect long-run segment attractiveness?
What is a value proposition? Discuss the five winning value propositions on which a company might position its products and give an example of each.
The breakfast cereal market is highly competitive and marketers for the many varieties of cereal attempt to differentiate their brands to appeal to specific segments. Choose five different breakfast
In a small group, look at InsomniaCookies.com. Using the steps described in the chapter, describe the company’s customer value-driven marketing strategy. Write as a positioning statement for this
Should the White Banana Beach Club sponsor Instagram influencers that have less than 500,000 followers to help position its offering? Should it sponsor Instagram influencers that have more than
How does using an Instagram influencer with more than 500,000 followers compare to a micro-marketing strategy? Which would you recommend to the White Banana Beach Club? Why?Recently, Mr. Gianluca
Companies have long struggled to balance the need for profit with consumer value. How has Allegiant differentiated and positioned itself in the airline industry? How has this differentiation and
Give an example of another airline that positions itself in a way that differentiates it from Allegiant? Which airline would you rather fly?With millions of American passengers selecting air travel
There are 5,534 certified hospitals in the United States, and 95 percent have emergency departments. Assuming the price of the Lucid Robotic System is $50,000 and that hospitals with emergency
There are approximately 50,000 emergency response vehicles operated by private ambulance companies, municipal fire departments, and hospitals. Assuming the price of the portable Lucid Robotic System
Using the full spectrum of segmentation variables, describe how 5-Hour Energy segments and targets the market for soft drinks.Breaking into a mature and fragmented industry where veteran brands reign
Which market targeting strategy is 5-Hour Energy following? Justify your answer.Breaking into a mature and fragmented industry where veteran brands reign is fraught with barriers to entry. But by
Write a positioning statement for 5-Hour Energy.Breaking into a mature and fragmented industry where veteran brands reign is fraught with barriers to entry. But by finding and targeting an
Define consumer products. Describe the characteristics of each type of consumer product and give examples of each.
Name and explain the five important decisions that marketers must make in developing and marketing individual products and services?
What is organization marketing? Provide an example.
Describe the service profit chain. Provide an example.
Explain the four choices a company has when developing brands and illustrate each with an example.
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
Companies must consider four special service characteristics when designing service marketing programs. Discuss a recent service experience using the four characteristics. Compare your service
Musical performer Rhianna recently launched her own make-up line called Fenty. If Fenty make-up does not succeed, how could it impact Rhianna as a person brand?
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? Brands often
What are the potential drawbacks of leveraging or encouraging dialogue from brand rivals?Brands often focus their marketing efforts on encouraging fans to engage with them on their web and social
Would you use the Amazon Key services? Why or why not? When would you be most likely to use this service?With online shopping growing rapidly, delivering packages securely to their final destinations
What ethical issues must Amazon address before consumers will consider adopting this service?With online shopping growing rapidly, delivering packages securely to their final destinations and
What brand development strategy is Coca-Cola undertaking?Coca-Cola launched Coca-Cola Plus in a limited market in Japan last year and now plans to launch it nationwide in that country. Coca-Cola Plus
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 Diet
Discuss how MINI has endured for 60 years as a brand, despite being owned by various companies.Longstanding brands face the challenge of remaining true to loyal customers while also addressing
Does MINI have high brand equity? Explain.Longstanding brands face the challenge of remaining true to loyal customers while also addressing different and unique needs of new generations of customers.
Over the years, has MINI been positioned based on attributes, benefits, or values? Explain.Longstanding brands face the challenge of remaining true to loyal customers while also addressing different
Do you think BMW is taking MINI in the right direction with its current branding strategy? Why or why not?Longstanding brands face the challenge of remaining true to loyal customers while also
What is idea generation? List and explain the sources of new product ideas.
Explain how firms obtain new products and why it is an important process for companies and customers.
Provide an example of a firm that motivates innovation from internal sources by creating time and physical space for its employees to explore ideas and innovate.
Name and explain the five stages in the product life cycle (PLC). What message does the product life cycle hold for marketers?
What special challenges do international product and services marketers face?
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
In small groups, research the Owlet Smart Sock. Where is this product in the new product life cycle? After examining the company website, assess what the company does well. What challenges will it
Goat yoga is yoga practiced in the presence of live goats. Goatyoga.net describes it as “animal-assisted therapy in a natural setting with an unexpectedly smart, social, and profoundly cuddly
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
Visit www.pcmag.com/roundup/341251/the-best-robot-vacuums. How do the reviews of iRobot vacuums compare to competitive robot vacuums? Does the information from the review match the value proposition
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?The road to
Would you use such a product? Why or why not? Support your answer.The road to autonomous cars could be right around the corner but automakers will likely face twists and turns getting there as these
Refer to Increase Distribution Coverage in Appendix 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
What other factors must a therapist consider before adding this in-home service to his or her in-office service?According to the American Massage Therapy Association, the therapeutic massage industry
With respect to the product life cycle, what challenges does Bose face in managing its product portfolio?
Explain the price-demand relationship. What factors must sellers consider when setting prices in different types of markets?
How do production costs relate to production experience?
How is target costing different from other pricing strategies?
You just won your state 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 food trucks in your local
Your firm produces and sells pure, organic maple syrup and is losing market share to store brands. The sales team wants the firm to drop its price. Provide arguments in favor of dropping the price
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.Got your eye on a new Fitbit Alta Smart
Why would an airline charge less for a longer flight that passes through the destination city than for a shorter flight to the destination city?Some travelers use cheap travel websites and book at
In your opinion, is it ethical for consumers to skiplag/use hidden cities to save money? Why or why not?Some travelers use cheap travel websites and book at off-peak times to save money. Other
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 associated
Based on the concept of customer value-based pricing, explain Gillette’s rise to market dominance.For more than 100 years, Gillette has dominated the razor industry. It has stood as a brand in
Historically, did Gillette employ good-value pricing or value-added pricing? Explain.For more than 100 years, Gillette has dominated the razor industry. It has stood as a brand in relentless pursuit
Based on the same concepts of value-based pricing, explain how Gillette’s pricing strategy stopped working?For more than 100 years, Gillette has dominated the razor industry. It has stood as a
What recommendations would you make to Gillette to stabilize its position in the market?For more than 100 years, Gillette has dominated the razor industry. It has stood as a brand in relentless
Discuss the two new product pricing strategies and the conditions that must be met for companies to successfully launch new products under each of these strategies.
Why might the strategy for setting a product’s price need to be changed when a product is part of a product mix? What are the five product mix pricing strategies? Provide an example for each.
Compare fixed pricing with dynamic pricing. Illustrate how and when each of these strategies is used?
Why would a company choose to introduce a low-price, fighter brand? Provide an example. What should the company be wary of when it launches a low-price fighter brand?
Discuss the major public policy issues in pricing practices within a given channel level and across channel levels.
Alesya sells her high-end laptop bags and coordinating wallets online through her own website and in high-end retailers in Charleston, South Carolina. She encourages her mailing list customers to
A company that delivers subscription boxes of children’s clothes to customers all over the United States is considering different geographical pricing strategies. If the company wants to penetrate
Josue’s firm is deciding if it should sell a stripped-down version of its stylized, solar-powered battery charger to consumers at the bottom of the pyramid in India. What factors should Josue
Visit www.krazycouponlady.com and browse a deal you would consider purchasing. After identifying the deal, conduct an online price comparison at various retailers to determine the range of prices you
Using www.krazycouponlady.com, click on Stores, Coupons, and Deals on the navigation bar and make a list of the featured products. Identify the pricing strategy used by the retailer.Price-conscious
Should the firm charge $20 more for the pink helmet? Why or why not?Your firm did market research and realized it can maintain demand and charge $20 more for a pink version of a bicycle helmet than
One of your coworkers makes the argument that the higher price on the pink helmet makes sense because it is an example of value-based pricing. Her argument is that a consumer who does not want to pay
Assuming a contribution margin of 25 percent and sales of $4 billion, with a 20 percent price increase, by how much can sales decrease before profitability (total contribution) drops below its

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