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sports marketing

Questions and Answers of Sports Marketing

LO6 Explain the concept of product life cycles
LO5 Explain the diffusion process through which new products are adopted
LO4 Discuss global issues in new-product development
LO3 Explain why some products succeed and others fail
LO2 Explain the steps in the new-product development process
LO1 Explain the importance of developing new products and describe the six categories of new products
3. Can you modify the original formula to make something new and more competitive? Will a brand extension work here? Why or why not?
2. How can you package your renewed sandwich cookie to make it more attractive on the shelf than Oreo? What about package size? Draft a brief packaging plan for the new Hydrox(or whatever name you
1. Can you re-create Hydrox through a name change? What kind of brand name could go headto-head with Oreo? (Most people unfamiliar with Hydrox think it is a cleaning product.) Make a list of three to
7.1 Lands’ End and L.L. Bean are renowned for their product guarantees. Find and read the exact wording of their guarantees on their Web sites (http://www.landsend.com and http://www.llbean.com).
6.1 List the countries to which Levi Strauss & Co. markets through the Web site http://www.levi.com. How do the product offerings differ between the U.S. and European selections?
5.1 Find a product at home that has a distinctive package. Write a paragraph evaluating that package based on the four functions of packaging discussed in the chapter.
4.2 How does Hormel use its Web site (http://www.hormel.com) to promote its store brands? Is the site designed more to promote the company or its brands? Check out the Spam Web site at
4.1 A local supermarket would like to introduce its own brand of paper goods (i.e., paper towels, facial tissue, etc.) to sell alongside its current inventory. The company has hired you to generate a
3.2 Go to Unilever’s Web site at http://www.unilever.com. Can Unilever delete anything from its product lines? Visit the company’s product category pages on its “Brands” Web page to see the
2.1 Break into groups of four or five. Have the members of the group classify each of the following products into the category (convenience, shopping, specialty, unsought) that they think fits best
LO7 Describe how and why product warranties are important marketing tools
LO6 Discuss global issues in branding and packaging
LO5 Describe marketing uses of packaging and labeling
LO4 Describe marketing uses of branding
LO3 Define the terms product item, product line, and product mix
LO2 Classify consumer products
LO1 Define the term product
3. What sorts of long-term decisions is ReadyMade making that could be aided by research? What would you recommend?
2. How does ReadyMade use new technology to gain information about its consumers?
4. Suppose Red Lobster wondered how well its new interior design was received by customers at a redecorated restaurant in Columbus, Ohio, and hired you to create a questionnaire.Write one of each: an
3. Red Lobster’s closest competitor in the seafood-dining business is Joe’s Crab Shack. Check out their Web site at www.joescrabshack.com and compare it to Red Lobster’s. How does their
2. Go to www.redlobster.com and click around. How well do you think the site appeals to the educated, affluent, and over-50 crowd that the chain wants to reel in? What are the primary messages that
1. Why do you think Red Lobster relies so much on Internet surveys to track customer opinions, preferences, and criticisms? What are the advantages of online questionnaires versus traditional surveys
2. Does the AMA Statement of Ethics address this issue? Go to http://www.marketingpower.com and review the ethics statement. Then write a brief paragraph on what the AMA Statement of Ethics contains
1. Should John Smythe sell the names?
4. Analyze the data you collected and create a report for your company either recommending that the company pursue the idea you chose or investigate another.
3. Once you have finished your plan, collect the data. Depending on the data-collection methods you have outlined in your plan, you may need to make adjustments so that you can collect actual data to
2. Choose one of the suggestions from the above list of healthy snack concepts. Imagine that your company is interested in turning the idea into a new product but wants to conduct market research
1. You are a new-product development specialist at Kraft. What guidance can you get from the BuzzBack study?
6.3 Form teams of three students. Each team must choose a firm in the PC manufacturing industry and then go to the firm’s Web site and acquire as much CI as possible. Each team will then prepare a
6.2 Prepare a memo to your boss at JetBlue Airlines to outline why the organization needs a CI unit.
6.1 Why do you think that CI is so hot in today’s environment?
4.4 Describe the advantages and disadvantages of online surveys.
4.3 What are various ways to obtain respondents for online surveys?
4.1 Go to http://www.SRIC-bi.com and take the VALS Survey. Report on how marketing researchers use this information.
3.8 Ethnographic research is a new (and expensive) trend in marketing research. Find an article on ethnographic research. Read and summarize it. What is your opinion of ethnographic research? Do you
3.7 Why do companies hire mystery shoppers?
3.6 Divide the class into teams of eight persons. Each team will conduct a focus group on the quality and number of services that your college provides for its students. One person from each team
3.5 Discuss when focus groups should and should not be used.
3.4 What is a marketing research aggregator? What role do these aggregators play in marketing research?
3.3 Why are secondary data sometimes preferable to primary data?
3.2 You have been charged with determining how to attract more business majors to your school. Write an outline of the steps you should take, including the sampling procedures, to accomplish the task.
2.3 Write a reply to the following statement: “I own a restaurant in the downtown area. Every day, I see customers whom I know on a first-name basis. I understand their likes and dislikes. If I put
2.2 Marketing research has traditionally been associated with manufacturers of consumer goods. Today, however, an increasing number of organizations, both profit and nonprofit, use marketing
2.1 The task of marketing is to create exchanges. What role might marketing research play in the facilitation of the exchange process?
1.2 Explain the difference between marketing research and a DSS.
1.1 In the absence of company problems, is there any reason to develop a marketing DSS?
LO6 Explain the concept of competitive intelligence
LO5 Discuss the growing importance of scanner-based research
LO4 Discuss the profound impact of the internet on marketing research
LO3 Describe the steps involved in conducting a marketing research project
LO2 Define marketing research and explain its importance to marketing decision making
LO1 Explain the concept and purpose of a marketing decision support system
3. What ideas do you have that would help ReadyMade reach out to new subscribers without alienating its loyal base?
1. How does ReadyMade communicate the demographics of its reader base to advertisers who want to see specific statistics that do not easily represent ReadyMade’s target market?
3. Create a perceptual map for the product you chose. Write a short statement that describes the overall position of each product with an explanation of why you located it where you did on the
2. Now pick a product category, like automobiles, athletic shoes, beverages, or health and beauty products. Then think about which products in that category would appeal to each of the clusters
1. Go to the Claritas Web site (http://www.claritas.com) and follow its “You Are Where You Live” link to find out what your ZIP code says about you. The database will generate many cluster
7.2 Go to the Web sites of JCPenney, http://www.jcpenney.com, and Target, http://www.target.com. Compare the presentation of women’s fashions. What are the major differences?Which site is more
7.1 Form a team with two or three other students. Create an idea for a new product. Describe the segment (or segments) you will target with the product and explain why you chose the targeting
5.1 Choose five ads from business publications such as The Wall Street Journal, Fortune, and BusinessWeek. For each ad, write a description of how you think the company has segmented its business
4.2 Investigate how Delta Air Lines (http://www.delta.com) uses its Web site to cater to its market segments.
4.1 Choose magazine ads for five different consumer products. For each ad, write a description of what you think the demographic characteristics of the targeted market are.
3.1 As a marketing consultant for a chain of hair salons, you have been asked to evaluate the kids’ market as a potential segment for the chain to target. Write a memo to your client discussing
2.1 Describe market segmentation in terms of the historical evolution of marketing.
1.2 Go to the Web site http://www.careermag.com. How are visitors to the site segmented when seeking relevant job openings? Report your results.
LO9 Explain how and why firms implement positioning strategies and how product differentiation plays a role
LO8 Explain one-to-one marketing
LO7 Discuss alternative strategies for selecting target markets
LO6 List the steps involved in segmenting markets
LO5 Describe the bases for segmenting business markets
LO4 Describe the bases commonly used to segment consumer markets
LO3 Discuss criteria for successful market segmentation
LO2 Explain the importance of market segmentation
LO1 Describe the characteristics of markets and market segments
3. Go to ReadyMade’s Web site, www.readymade.com. What evidence do you see of its business partnerships? How does it use its Web site to market itself to businesses?
4. What type of business product is a CamelBak backpack?
3. Review the types of demand that most influence business markets. Which ones do you think are most important for CamelBak to consider in its marketing strategy? Why?
2. What type(s) of business market customers does CamelBak sell to?
1. Discuss how business relationships and strategic partnerships have helped to increase the value of CamelBak’s products and the business itself.
2. How is this addressed in the AMA Statement of Ethics? Go to the AMA Web site at http://www.marketingpower.com and reread the Statement of Ethics. Write a brief paragraph summarizing where the AMA
3. Form a team and compare your lists. Discuss (or debate) any discrepancies.
2. Now look at your list of acceptable gifts through various lenses. Would your list change if the purchasing manager’s buying decision involved a low-cost item (say, pens)? Why or why not?What if
1. Review the following list of common types of gifts and favors. Put a checkmark next to the items that you think it would be acceptable for a purchasing manager to receive from a
8.2 Intel Corporation supplies microprocessors to Hewlett-Packard for use in its computers.Describe the buying situation in this relationship, keeping in mind the rapid advance of technology in this
7.1 In small groups, brainstorm examples of companies that feature the products in different business categories. (Avoid examples already listed in the chapter.) Compile a list of ten specific
6.2 Your boss has just asked you, the company purchasing manager, to buy new computers for an entire department. Since you have just recently purchased a new home computer, you are well-educated
6.1 How might derived demand affect the manufacturing of an automobile?
5.2 Pick a product and determine its NAICS code. How easy is it to trace the groups and sectors?
5.1 Explain how a marketer can use the Web site http://www.census.gov/epcd/ www/naics.html to convert SIC data to the NAICS.
4.2 What do you have to do to get a government contract? Check out the Web sites http://www.fedbizopps.gov and http://www.governmentbids.com to find out. Does it seem worth the effort?
3.1 Why is relationship or personal selling the best way to promote in business marketing?
2.1 Reconsider question 1.1. How could you use the Internet in your business marketing of Huggies diapers?
2.1 How could you use the Web site http://www.BtoBonline.com to help define a target market and develop a marketing plan?

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