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management leadership

Questions and Answers of Management Leadership

Why is decision making often described as the essence of a manager’s job?
All of us bring biases to the decisions we make. What would be the drawbacks of having biases? Could there be any advantages to having biases? Explain. What are the implications for managerial
Because managers have software tools to use, they should be able to make more rational decisions. Do you agree or disagree with this statement? Why?
Is there a difference between wrong decisions and bad decisions? Why do good managers sometimes make wrong decisions? Bad decisions? How might managers improve their decision-making skills?
Explain how a manager might deal with making decisions under conditions of uncertainty.
Why do you think organizations have increased the use of groups for making decisions? When would you recommend using groups to make decisions?
Martin Guitar Company is an interesting blend of old and new. The company employees remain true to the principle of high standards of musical excellence and the customers expect exceptional quality.
Contrast formal with informal planning. Discuss why planning is beneficial.
Describe in detail the six-step strategic management process.
What is a SWOT analysis and why is it important to managers?
Organizations that fail to plan are planning to fail. Do you agree or disagree with this statement? Explain your position.
Under what circumstances do you believe MBO would be most useful? Discuss.
Find examples in current business periodicals of each of Porter’s generic strategies. Name the company, describe the strategy being used, and explain why it’s an example of that strategy. Be sure
The primary means of sustaining a competitive advantage is to adjust faster to the environment than your competitors do. Do you agree or disagree with this statement? Explain your position.
First we had the bird flu. Now, the H1N1 flu pandemic has been in the news recently. How could organizations be prepared for an outbreak of H1N1 flu or some new unknown flu strain or medical crisis?
The difficult business climate in 2008 and 2009 challenged Disney financially.As one of the world’s largest entertainment and media companies, Disney has had a long record of successes. Although
Should National-Brand Manufacturers Also Supply Private-Label Brands? Ralston-Purina, Borden, ConAgra, and Heinz have all admitted to supplying products—sometimes lower in quality—to be used for
How is Zara going to expand successfully all over the world with the same level of speed and instant fashion?
Does Marketing Create or Satisfy Needs?Marketing has often been defined in terms of satisfying customers’ needs and wants. Critics, however, maintain that marketing goes beyond that and creates
Consider the broad shifts in marketing. Do any themes emerge in them? Can you relate the shifts to the major societal forces? Which force has contributed to which shift?
What are the pros, cons, and risks associated with Nike’s core marketing strategy?
If you were Adidas, how would you compete with Nike?
With a portfolio as diverse as Google’s, what are the company’s core brand values?
What’s next for Google? Is it doing the right thing taking on Microsoft with the concept of cloud computing, and Apple in the fight for smart phones?
What Good Is a Mission Statement?Mission statements are often the product of much deliberation and discussion. At the same time, critics claim they sometimes lack “teeth” and specificity, or do
Consider Porter’s value chain and the holistic marketing orientation model. What implications do they have for marketing planning? How would you structure a marketing plan to incorporate some of
How is building a brand in a business-to-business context different from doing so in the consumer market?
Would Zara’s model work for other retailers? Why or why not?
Is Cisco’s plan to reach out to consumers a viable one? Why or why not?
Discuss how Intel changed ingredient-marketing history. What did it do so well in those initial marketing campaigns?
Evaluate Intel’s more recent marketing efforts. Did they lose something by dropping the “Intel Inside” tagline or not?
Is Consumer Behavior More a Function of a Person’s Age or Generation?One of the widely debated issues in developing marketing programs that target certain age groups is how much consumers change
Evaluate Microsoft’s strategy in good and poor economic times.
Discuss the pros and cons of Microsoft’s most recent “I’m a PC” campaign. Is Microsoft doing a good thing by acknowledging Apple’s campaign in its own marketing message? Why or why not?
Evaluate Walmart’s new marketing campaign and tagline. Did the company make the right decision to drop “Always Low Prices. Always.” as a tagline? Why or why not?
Walmart does very well when the economy turns sour. How can it protect itself when the economy is on the rise? Explain.
What Is the Best Type of Marketing Research?Many market researchers have their favorite research approaches or techniques, although different researchers often have different preferences. Some
Why has IDEO been so successful? What is the most difficult challenge it faces in conducting its research and designing its products?
In the end, IDEO creates great solutions for companies that then receive all the credit. Should IDEO try to create more brand awareness for itself? Why or why not?
Elaborate on Intuit’s use of customer research. Why did it work so well for the company?
Could anything go wrong for Intuit now that it has beaten out Microsoft? Why or why not?
How should Intuit gauge the results of its research among younger consumers with mobile devices?
What are the keys to Best Buy’s success? What are the risks going forward?
How else can Best Buy compete against new competitors like Walmart and online companies?
Has TV Advertising Lost Its Power? Long deemed the most successful marketing medium, television advertising is increasingly criticized for being too expensive and, even worse, no longer as effective
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?
Should Red Bull do more traditional advertising? Why or why not?
Discuss the effectiveness of Red Bull’s sponsorships, for example, Bull Stratos. Is this a good use of Red Bull’s marketing budget? Where should the company draw the line?
What has Target done well over the years in terms of its integrated marketing communications strategy? What should it do going forward?
How does Target compete against mammoth Walmart? What are the distinct differences in their IMC strategies?
Did Target do the right thing by tweaking its message to focus more on value and less on trends? Why or why not?
Should Marketers Test Advertising? Advertising creatives have long lamented ad pretesting. They believe it inhibits their creative process and results in too much sameness in commercials. Marketers,
What does Coca-Cola stand for? Is it the same for everyone? Explain.
Coca-Cola has successfully marketed to billions of people around the world. Why is it so successful?
Can Pepsi or any other company ever surpass Coca- Cola? Why or why not? What are Coca-Cola’s greatest risks?
Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What’s next?
Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain.
Can Gillette ever become as successful at marketing to women? Why or why not?
Are Great Salespeople Born or Made? One debate in sales is about the impact of training versus selection in developing an effective sales force. Some observers maintain the best salespeople are born
Why is Facebook unique in the world of personal marketing?
Is Facebook just a passing fad or is it here to stay? What are the company’s greatest strengths and risks?
What makes personal marketing work? Why are Dove and Axe so successful at it?
Is there a conflict of interests in the way Unilever markets to women and young men? Is it undoing all the good that might be done in the “Campaign for Real Beauty” by making women sex symbols in
Online versus Offline Privacy As more firms practice relationship marketing and develop customer databases, privacy issues are emerging as an important topic. Consumers and public interest groups are
Consider customer lifetime value (CLV). Choose a business and show how you would go about developing a quantitative formulation that captures the concept. How would that business change if it totally
How else can Nordstrom continue to provide exceptional customer service and increase brand loyalty?
What are Nordstrom’s greatest risks, and who are its biggest competitors?
What’s next for Tesco? Where and how can it grow? Who will it target?
How can Tesco take its customer loyalty programs to the next level?
Is Target Marketing Ever Bad? As marketers increasingly tailor marketing programs to target market segments, some critics have denounced these efforts as exploitive. They see the preponderance of
What mental accounts do you have in your mind about purchasing products or services? Do you have any rules you employ in spending money? Are they different from what other people do? Do you follow
What does Disney do best to connect with its core consumers?
What are the risks and benefits of expanding the Disney brand in new ways?
What are some of the things IKEA is doing right to reach consumers in different markets? What else could it be doing?
How Different Is Business-to-Business Marketing? Many business-to-business marketing executives lament the challenges of business-to-business marketing, maintaining that many traditional marketing
Consider some of the consumer behavior topics for business-to-consumer (B-to-C) marketing from Chapter 6. How might you apply them to business-to-business (B-to-B) settings? For example, how might
What has Accenture done well to target its B-to-B audience?
Has Accenture done the right thing by dropping Tiger Woods as its spokesperson? Discuss the pros and cons of its decision.
Discuss the importance of B-to-B marketing and a strong B-to-B brand to GE.
Have “Imagination at Work,” “Ecomagination,” and “Healthymagination” successfully communicated GE’s focus on its newer endeavors? Why or why not?
Is Mass Marketing Dead? With marketers increasingly adopting more and more refined market segmentation schemes—fueled by the Internet and other customization efforts—some claim mass marketing is
Think of various product categories. In each segmentation scheme, to which segment do you feel you belong? How would marketing be more or less effective for you depending on the segment? How would
What are the risks and benefits of HSBC’s positioning itself as the “World’s Local Bank”?
Does HSBC’s most recent campaign resonate with its target audience? Why or why not?
What are the pros and cons to BMW’s selective target marketing? What has the firm done well over the years and where could it improve?
BMW’s sales slipped during the worldwide recession in 2008 and 2009. Is its segmentation strategy too selective? Why or why not?
As an assistant to Jane Melody, Sonic’s chief marketing officer, you’ve been assigned to draft a mission statement for top management’s review. This should cover the competitive spheres within
Jane Melody asks you to scan Sonic’s external environment for early warning signals of new opportunities and emerging threats that could affect the success of the Sonic 1000 Smartphone. Using
Your next task is to consider how marketing research can help Sonic support its marketing strategy. Jane Melody also asks you how Sonic can measure results after the marketing plan is implemented.
Sonic has decided to focus on total customer satisfaction as a way of encouraging brand loyalty in a highly competitive marketplace.With this in mind, you’ve been assigned to analyze three specific
You’re responsible for researching and analyzing the consumer market for Sonic’s smart phone product. Look again at the data you’ve already entered about the company’s current situation and
You’ve been learning more about the business market for Sonic’s smart phone. Jane Melody has defined this market as mid- to large-sized corporations that want their employees to stay in touch and
Sonic is a new brand with no prior brand associations, which presents a number of marketing opportunities and challenges. Jane Melody has given you responsibility for making recommendations about
As before, you’re working with Jane Melody on Sonic’s marketing plan for launching a new smart phone. Now you’re focusing on Sonic’s positioning and product life-cycle strategies by answering
Sonic is a new entrant in an established industry characterized by competitors with relatively high brand identity and strong market positions. Use research and your knowledge of how to deal with
Introducing a new product entails a variety of decisions about product strategy, including differentiation, ingredient branding, packaging, labeling, warranty, and guarantee. Your next task is to
You’re planning customer support services for Sonic’s new smart phone product. Review what you know about your target market and its needs; also think about what Sonic’s competitors are
You’re in charge of pricing Sonic’s product for its launch early next year.Review the SWOT analysis you previously prepared as well as Sonic’s competitive environment, targeting strategy, and
At Sonic, you have been asked to develop a marketing channel system for the new Sonic 1000 smart phone. Based on what you know about designing and managing integrated marketing channels, answer the
At this point, you need to make more specific decisions about managing the marketing intermediaries for Sonic’s first product. Formulate your ideas by answering the following questions.• What

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