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management leadership

Questions and Answers of Management Leadership

Jane Melody has assigned you to plan integrated marketing communications for Sonic’s new product introduction. Review the data, decisions, and strategies you previously documented in your marketing
Mass communications will play a key role in Sonic’s product introduction.After reviewing your earlier decisions and thinking about the current situation (especially your competitive circumstances),
Sonic needs a strategy for managing personal communications during its new product launch. This is the time to look at interactive marketing, word of mouth, and personal selling. Answer these three
Knowing that the smart phone market is likely to remain highly competitive, Jane Melody wants you to look ahead at how Sonic can develop new products outside the smart phone market. Review the
As Jane Melody’s assistant, you’re researching how to market the Sonic 1000 smart phone product outside the United States within a year. You’ve been asked to answer the following questions
With the rest of the marketing plan in place, you’re ready to make recommendations about how to manage Sonic’s marketing activities. Here are some specific questions Jane Melody wants you to
Identifying suitable market segments and selecting targets are critical to the success of any marketing plan. As Jane Melody’s assistant, you’re responsible for market segmentation and targeting.
Are Brand Extensions Good or Bad? Some critics vigorously denounce the practice of brand extensions, because they feel that too often companies lose focus and consumers become confused. Other experts
How can you relate the different models of brand equity in this chapter to each other? How are they similar? How are they different? Can you construct a brand-equity model that incorporates the best
P&G’s impressive portfolio includes some of the strongest brand names in the world. What are some of the challenges and risks associated with being the market leader in so many categories?
With social media becoming increasingly important and fewer people watching traditional commercials on television, what does P&G need to do to maintain its strong brand images?
What risks do you feel P&G will face going forward?
What are McDonald’s core brand values? Have these changed over the years?
McDonald’s did very well during the recession in the late 2000s. With the economy turning around for the better, should McDonald’s change its strategy? Why or why not?
What Is the Best Way to Position? Marketers have different views of how to position a brand. Some value structured approaches such as the competitive positioning model described in the chapter, which
Identify other negatively correlated attributes and benefits not described in this chapter. What strategies do firms use to try to position themselves on the basis of pairs of attributes and benefits?
How does an exclusive brand such as Louis Vuitton grow and stay fresh while retaining its cachet?
Is the counterfeiting of Louis Vuitton always a negative? Are there any circumstances where it can be seen as having some positive aspects?
Evaluate American Express in terms of its competitors. How well is it positioned? How has it changed over time? In what segments of its business does American Express face the most competition?
Evaluate American Express’s integration of its various businesses. What recommendations would you make in order to maximize the contribution to equity of all its business units? At the same time,
Discuss the company’s decision to grow beyond its core affluent consumer base. What did this do for the company and the brand?
Do Brands Have Finite Lives? Often, after a brand begins to slip in the marketplace or disappears altogether, commentators observe, “All brands have their day,” implying brands have a finite life
Pick an industry. Classify firms according to the four different roles they might play: leader, challenger, follower, and nicher. How would you characterize the nature of competition? Do the firms
What are some of Samsung’s greatest competitive strengths?
Samsung’s goal of $400 billion in sales by 2020 would bring it to the same level as Walmart. Is this feasible? Why or why not?
Few companies have had such a long history of ups and downs as IBM. What were some of the keys to its recent success? Can its plans to solve some of the world’s most challenging problems succeed?
Who are IBM’s biggest competitors today, and what risks do they face with their current strategy?
With Products, Is It Form or Function? The “form versus function” debate applies in many arenas, including marketing. Some marketers believe product performance is the be-all and end-all. Other
Consider the different means of differentiating products and services. Which ones have the most impact on your choices? Why?
What were some of the key steps that led to Caterpillar’s becoming the industry leader in earthmoving machinery?
Toyota has built a huge manufacturing company that can produce millions of cars each year for a wide variety of consumers. Why was it able to grow so much bigger than any other auto manufacturer?
Has Toyota done the right thing by manufacturing a car brand for everyone? Why or why not?
Did Toyota grow too quickly as Toyoda suggested? What should the company do over the next year, 5 years, and 10 years? How can growing companies avoid quality problems in the future?
Is Service Marketing Different from Product Marketing? Some service marketers maintain that service marketing is fundamentally different from product marketing and relies on different skills. Some
Colleges, universities, and other educational institutions can be classified as service organizations. How can you apply the marketing principles developed in this chapter to your school? Do you have
How does The Ritz-Carlton match up to competitive hotels? What are the key differences?
Discuss the importance of the “wow stories” in customer service for a luxury hotel like The Ritz-Carlton.
Explain why Mayo Clinic is so good at customer service. Why has it been so successful practicing medicine differently from other hospitals?
Do conflicts of interest exist between wanting to make your patient happy and providing the best medical care possible? Why or why not?
Is the Right Price a Fair Price? Prices are often set to satisfy demand or to reflect the premium that consumers are willing to pay for a product or service. Some critics shudder, however, at the
Think about the pricing methods described in this chapter—markup pricing, target-return pricing, perceived value pricing, value pricing, going-rate pricing, and auction-type pricing. As a consumer,
Why has eBay succeeded as an online auction marketplace while so many others have failed?
Evaluate eBay’s fee structure. Is it optimal or could it be improved? Why? How?
Southwest has mastered the low-price model and has the financial results to prove it. Why don’t the other airlines copy Southwest’s model?
What risks does Southwest face? Can it continue to thrive as a low-cost airline when tough economic times hit?
Whom Should You Target with New Products? Some new-products experts maintain that getting close to customers through intensive research is the only way to develop successful new products. Other
Apple’s product launches over the past decade have been monumental. What makes the company so good at innovation? Is anyone comparable to Apple in this respect?
How important was the iPod to Apple’s current success? Discuss the significance of the iPhone and iPad launches to Apple’s new product development strategy.
What’s next for Apple? Should it continue to move away from computers and toward more new handheld devices?
Evaluate Research In Motion’s keys to success. What did the company do well and, in hindsight, what should it have done differently during its decade of extreme growth?
Is the World Coming Closer Together? Many social commentators maintain that youth and teens are becoming more alike across countries over time. Others, although not disputing the fact, point out that
What have been the keys to Nokia’s global strength?
What can Nokia do to gain market share in the United States and Europe where its presence is not as strong?
Review L’Oréal’s brand portfolio. What role have target marketing, smart acquisitions, and R&D played in growing those brands?
Does It Matter Where You Sell? Some marketers feel that the image of the particular channel in which they sell their products does not matter—all that matters is that the right customers shop there
Who are L’Oréal’s greatest competitors? Local, global, or both? Why?
What has been the key to successful local product launches such as Maybelline’s Wondercurl in Japan?
What’s next for L’Oreal on a global level? If you were CEO, how would you sustain the company’s global leadership?
Is Marketing Management an Art or a Science? Some observers maintain that good marketing is mostly an art and does not lend itself to rigorous analysis and deliberation. Others contend it is a highly
Starbucks has worked hard to act ethically and responsibly. Has it done a good job communicating its efforts to consumers? Do consumers believe Starbucks is a responsible company? Why or why not?
Think of your favorite retailers. How have they integrated their channel system? How would you like their channels to be integrated? Do you use multiple channels from them? Why?
Why has Amazon.com succeeded online when so many other companies have failed?
How is Virgin unique in its quest to be a socially responsible and sustainable company?
Will the Kindle revolutionize the book industry? Why or why not?
What is unique about Costco’s channel management process? What components can other retailers borrow or implement?
Where can Costco improve? Should it offer more products or advertise more? Why or why not?
Name and briefly describe the societal forces that have contributed to the need for project management.
Describe the life cycle of a project in terms of (1) The degree of project completion; (2) Required effort.
Describe the limitations of project management.
List the seven main characteristics of a project and briefly describe the important features of each.
Name and briefly describe the three primary goals of a project.
Discuss the advantages and disadvantages of project management.
How do projects, programs, tasks, and work packages differ?
How would you define a project?
What are some of the interdependencies related to a project?
What are some sources of conflict the project manager must deal with?
Differentiate between direct and ancillary project goals. Would learning a new skill through the project be a direct or ancillary goal? Entering a new market?
Describe the characteristics of quasi-projects.
Give several examples of projects found in our society, avoiding those already discussed in the chapter.
Describe some situations in which project management would probably not be effective.
How does the rate-of-project-progress chart (Fig. 1-3) help a manager make decisions?
Expound on the adage, “Projects proceed smoothly until 90 percent complete, and then remain at 90 percent forever.”
Discuss the duties and responsibilities of the project manager. How critical is the project manager to the success of the project?
Would you like to be a project manager? Why, or why not?
Discuss why there are trade-offs among the three prime objectives of project management.
Why is the life cycle curve often “S” shaped?
How might project management be used when doing a major schoolwork assignment?
Why is there such a pronounced bend in the curve of Figure 1-2?
Which of the identified project attributes in Section 1.1 are always present? Which are simply frequently present?
Describe a project whose life cycle would be a straight line from start to finish. Describe a project with an inverse-S life cycle.
Is the torch relay another part of the Olympics themselves, perhaps a sub-project?
Is the life cycle for this project S-shaped or shaped like the right half of a U or something else? Why?
What was the main consideration in this demolition project?
How would a demolition project differ from a more common construction project? Consider performance, schedule, and budget.
Would the life cycle for this project be S-shaped or the right half of a U or something else? How about the life cycle for a freeway construction project?
Blanka Transport, Inc. After several years of driving long-haul trucks, Joe Blanka founded his own trucking company, Blanka Transport Inc. (BTI), which specialized in less-than-carload shipments in
Maladroit Cosmetics Company The plant manager of the Maladroit Cosmetics Company must replace several of her filling machines that have become obsolete. She is about to take delivery of six machines
What are the reasons the author advances for project management to be considered an “accidental profession?” The twelve guidelines are presented in no particular order. Order them by level of
Where would you place yourself in Figure 2?
A few of the guidelines are related to the need to understand the reason for the project in the first place. Which guidelines would you place in this category? Why is this so crucial?

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