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marketing
Questions and Answers of
Marketing
1. Develop a relevant demographic profile of Brazil to present to a graduate school director to inform him or her about this potential market of students.2. Is this an attractive market for U.S.
1. Does IKEA have a truly global strategy, or just a series of regional strategies? Explain. 2. Discuss IKEA's global strategy in terms of the five global product and communications strategies. 3.
Deceptive advertising hurts consumers and competitors alike, and the Federal Trade Commission has stepped up efforts to combat this practice. Discuss a recent example of deceptive advertising
Do you think Facebook is acting responsibly or merely trying to monetize kids as critics claim? Facebook recently announced that it will let teens' posts become public. Before the change, Facebook
1. Discuss Warby Parker's business model in terms of the basic concept of sustainable marketing. 2. Give as many examples as you can for how Warby Parker defies the common social criticisms of
Consider the three key forces driving the new marketing realities. How are they likely to change in the future? What other major trends or forces might affect marketing?
Evaluate Intel's more recent marketing efforts as the industry moves out of the PC era. What are Intel's greatest risks and strengths during this changing time?
1. Evaluate Microsoft's product and marketing evolution over the years. What has the company done well, and where did it falter? 2. Evaluate Microsoft's recent expansions into areas such as search
Evaluate the evolution of Walmart's marketing campaign and tagline over the years. What does the company continue to do well? What are the pros and cons of its most recent strategic marketing plan?
1. Why are consumer research and design thinking so critical to Intuit's success?2. What are the challenges Intuit faces in the near future?3. How important are Intuit's products for mobile devices?
1. What's most important to the Tesco brand? 2. How will Tesco grow without losing focus on its core customer?
1. How does Accenture target to its B-to-B audience so effectively? 2. Evaluate Accenture's history of branding campaigns. What remains consistent throughout?
Discuss GE's B-to-B marketing strategy. Why has the company been so successful over the years at targeting such a large business audience?
1. Discuss Twitter's global impact since its inception. 2. Who are Twitter's biggest competitors? How does Twitter differ from other social media companies? 3. What marketing challenges does Twitter
How has McDonald's grown its brand equity over the years? Has McDonald's changed in different economic times or in different parts of the world? Explain.
What were some of the key steps that made Caterpillar the industry leader in earth-moving machinery? Explain how Caterpillar's products differ from competitors'.
1. Why has Salesforce.com been so successful? What did the company do well when it created and expanded its product offerings? 2. What are some of the challenges Salesforce.com faces in the near
Discuss Donahoe's vision for eBay. Is moving away from online auctions sustainable for the company?
What can Zara do to ensure successful growth around the world while maintaining the same level of speed and instant fashion?
1. What are the keys to Best Buy's success? What are the challenges it faces in today's retail environment? 2. How else can Best Buy compete against retail competitors like Walmart and Costco as
What are Red Bull's greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? What are the risks of competing against
1. Describe Target's marketing communications strategy. What has the company done well over the years?2. What are the risks and challenges associated with Target's marketing communications mix? Have
1. Gillette has successfully convinced the world that "more is better" in terms of number of blades and other razor features. How did it do it? Why has that worked in the past? Will it continue to
1. Why is Facebook unique in the world of personal marketing? What are Facebook's greatest strengths? 2. Who are Facebook's biggest competitors? What are the greatest risks it faces in the future?
1. What has Progressive done well over the years to attract new insurance customers? 2. Discuss Progressive's direct marketing campaign, which primarily revolves around the character Flo. Why does it
1. Why has Victoria's Secret been so successful? How does the company reach its target audience? 2. What do you think are Victoria's Secret's biggest challenges? 3.What's next for Victoria's Secret?
1. Where does a company like Starbucks draw the line on supporting socially responsible programs? How much of its annual budget should go toward these programs? How much time should employees focus
Is it right for marketers to play on parents' fear to sell products that experts conclude are not necessary or effective?
Discuss other examples of marketers using emotion to sell products. Are they ethical?
Describe how the marketing concept differs from the other marketing management orientations.
What is customer-engagement marketing and how is it related to the surge in digital and social media technologies?
When implementing customer relationship management, why might a business desire fewer customers over more customers? Shouldn't the focus of marketing be to acquire as many customers as possible?
Discuss how technology is affecting marketing.
Go to a company, organization, or specific brand Web site that has a link to Facebook, Google+, YouTube, Twitter, and/or Pinterest. Click on the links and describe how that company is using social
Some have argued that real-time marketing success is luck-based, whereas responsive marketing is more strategy-based. Research these two concepts and support or refute this statement. (AACSB:
Do you think Mr. Otsuka's demands to continue focusing on high-end customers are reasonable?
Name and define the four product/market growth strategies. (AACSB: Communications; Reflective Thinking)
How are marketing departments organized? Which organization is best?
Why must marketers practice marketing control, and how is it done?
The Boston Consulting Group (BCG) Matrix is a useful strategic tool. Another classic portfolio planning method useful to marketers is the GE/McKinsey Matrix (see
Create a mission statement for a nonprofit organization you would be interested in starting. Have another student evaluate your mission statement while you evaluate the other student's statement,
Name and describe the types of publics in a company's marketing environment.
1. Debate whether it is ethical for seed manufacturers to replace one controversial technique (genetic engineering) with another (mutagenesis) to avoid regulatory threats. 2. Is it wise for GMO
Marketers are interested in demographic trends related to variables such as age, ethnicity, and population. The U.S. Census Bureau provides considerable demographic information that is useful for
Describe Generation Z. What differentiates it from other demographic groups, such as baby boomers, Generation X, and Millennials?
In 1965, more than 40 percent of American adults were smokers. That percentage has now fallen to less than 18 percent. Tobacco companies have dealt with this threat by developing new markets overseas
Form a small group and discuss cultural trends in the United States. Research one of them in depth and create a presentation on the trend's impact on marketing.
1. What micro environmental factors have affected Sony's performance since 2000? 2. What macro environmental factors have affected Sony's performance during that period? 3. What stands in the way of
What is big data, and what opportunities and challenges does it provide for marketers?
1. Describe at least four applications you use that provide location, time, and date information that can be tied to your identity. 2. Debate whether it is ethical for marketers to use metadata to
1. Calculate the expected monetary value (EMV) of both company actions. Which action should the company take?2. What is the expected value of perfect information (EMVPI)? Should the research be
What is a marketing information system (MIS), and what characteristics should it possess?
Name and describe the three types of research objectives and give an example of a research study for each.
What impact has the Internet had on how marketing research is conducted? What advantages does the Internet provide over traditional marketing data collection methods?
Why are marketing analytics so important in the age of big data?
1. Discuss the value of social data for marketers. 2. A "dark social channel" refers to a private channel or a channel difficult to match with other digital channels. An example of a dark channel is
1. What are the strengths and weaknesses of the Campbell Soup Company's marketing information system? 2. What objectives does Campbell have for the marketing research efforts described in this
1. Research the Travel Act and the FCPA. Explain how the SEC could file charges under the FCPA if this was not a bribery case involving a foreign government. 2. What would you do if your supervisor
1. Calculate the scores for brands B and C. Which brand would this consumer likely choose?2. Which brand is this consumer least likely to purchase? Discuss two ways the marketer of this brand can
Name and describe the stages in the adoption process and discuss the importance of this model for marketers.
How does the market structure and demand faced by business marketers differ from that faced by consumer marketers?
Discuss the stages of the consumer buyer decision process and describe how you or your family used this process to make a purchase.
Describe how business-to-business marketers use digital and social media channels to engage customers, market their products, and manage customer relationships anywhere.
Kaizen. Seiri. Seiton. Seiso. Seiketsu. Shitsako. Jishuken. These Japanese words are related to continuous quality improvement and are applied in supplier development programs, particularly Toyota's.
1. Find an example of a blog on a topic that interests you. Are there advertisements on the blog? Does the blogger appear to be sponsored by any companies? Is there information regarding sponsorship?
1. Of the factors that influence consumer behavior, which category or categories (cultural, social, personal, or psychological) best explain the existence of a blue toy aisle and a pink toy aisle?
1. Assuming the average cost of life insurance is $700 per year and that potential customers purchase one policy per year, use the chain ratio method described in Appendix 3: Marketing By The Numbers
How can marketers use behavioral segmentation in consumer markets? Give an example for each method of behavioral segmentation.
Discuss the three factors firms consider when evaluating market segments. Which is most important?
How can a company gain competitive advantage through differentiation? Describe an example of a company that illustrates each type of differentiation discussed in the chapter.
The chapter describes many companies' individual marketing efforts that customize products for individual customers, such as M&Ms, PUMA, and Harley-Davidson. Find and describe another example and
"Manfluencers" is a term that describes a new marketing trend. To what does this refer? Describe two examples of how marketers have responded to the "manfluencers" trend?
1. Search the Internet to find other examples of retailers using SoLoMo to target and engage potential customers, or describe how you have used a retailer's app in this manner. 2. Do manufacturers
1. Using the full spectrum of segmentation variables, describe how Virgin America segments and targets the market for airline services.2. Which market targeting strategy is Virgin America following?
What is a product? Name, describe, and give an example of each type of consumer product.
1. Do you think products with geographical indications are actually superior to other similar ones not originating from that geographical region? Is it ethical for makers of these products to command
1. What brand development strategy is Kellogg's undertaking? 2. Assume the company expects to sell 5 million packages of Pop-Tarts Gone Nutty! in the first year after introduction but expects that 80
Compare and contrast the two dimensions of product quality.
What is a product line? Discuss the various product line decisions marketers make and how a company can expand its product line.
What is a product mix? Name and describe the four important dimensions of a product mix.
Discuss the four special characteristics of services. In terms of these characteristics, how do the services offered by a doctor's office differ from those offered by a bank?
The Food and Drug Administration recently announced a proposal to change the standard nutrition label on food items. In a small group, research the proposed changes and create a report explaining
What is "genericide"? Discuss a recent case and make recommendations regarding how marketers can avoid it. (AACSB: Communication; Reflective Thinking)
1. Describe the core, actual, and augmented levels of product associated with this product. What level does the monitoring service represent? Explain. 2. Discuss two examples of similar types of
1. What benefits does Target receive from its store brands? 2. Is Target's store brand strategy working? Explain. 3. What could Target do in the future to further develop strengths in store
1. Discuss the ethical issues surrounding this type of product. Is there substantial research to support the claims and safety of these new products?2. What is the Food and Drug Administration's
1. What types of fixed costs are associated with this service? Assuming fixed costs of adding this mobile service will increase by $20,000 and a desired contribution margin of 40 percent, determine
What is performed in the business analysis step of the new product development process? How does a business carry out this step?
How can companies adopt a holistic approach to managing new product development?
Describe the options available to marketers of products in the decline stage of the product life cycle.
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 to the
1. Research the telemedicine industry and describe two companies offering services. What are the pros and cons of offering medical services this way, and is there governmental or industry guidance
1. Assuming A&F's gross profit margin is 60 percent and cost of goods sold represents the only variable cost, by how much must sales increase to maintain the same gross profit margin in terms of
Name and describe the four types of markets and the challenges they pose with respect to setting prices.
What is captive-product pricing? What is this pricing tactic called in the case of services? Give examples
Name and describe the two broad new product pricing strategies. When would each be appropriate?
Compare and contrast price discounts and allowances, describing the types of each.
If you've ever traveled 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 added
In a small group, research the legal requirements regarding orders resulting from an online pricing mistake. Must sellers honor such orders? Write a report of what you learned. Then describe an
Bridgestone Corporation, the world's largest tire and rubber producer, recently agreed to plead guilty to price-fixing along with 25 other automotive suppliers. What is price-fixing? Discuss other
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