Global Marketing management 5th edition Masaaki Kotabe, Kristiaan Helsen - Solutions

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What unique characteristics of digital/interactive advertising and IBP offer advantages over traditional forms?
Explain the two basic strategies for developing corporate home pages, exemplified in this chapter by Crayola Web home page.
Niche marketing will certainly be facilitated by the Web. What is it about the Web that makes it such a powerful tool for niche marketing?
Visit some of the corporate home pages and websites described in this chapter, or think about websites you have visited previously. Of those you have encountered, which would you single out as being most effective in giving the visitor a reason to come back? What conclusions would you draw
The Internet was obviously not conceived or designed to be an advertising medium. Thus, some of its characteristics have proven perplexing to advertisers. If advertising professionals had the chance to redesign the Internet, what single change would you expect they would want to make to enhance its
What are the challenges that face advertisers when they try to measure the impact of advertising and IBP digital and interactive campaigns on the Internet? If you were a manager, which metric(s) would you rely on to judge success of a campaign?
Now that everyone and their grandmothers are plugged into the social networking craze, brands are expanding digital campaigns to include Facebook, Twitter, and YouTube. Examine the digital campaigns of Old Spice, Aeropostale, Zappos, and Starbucks and give your view on which campaign does the best
When skiing and skateboarding enthusiasts want the best deals on used and closeout model sports gear, they look to Evo. In addition to operating a flagship store in Seattle, Evo sells merchandise and promotes its brand internationally through two e-commerce sites, Evogear. com and
Do shoppers really enjoy the online shopping experience? Compare and contrast the experience of shopping at your favorite retail store with the experience of shopping online. Make one list of things you enjoy about shopping in stores, and create a separate list of things you like about shopping
Much of traditional advertising now incorporates some form of online promotion or information, even if it is as simple as including a website URL on a magazine, newspaper, or television advertisement. Each of the web addresses below leads to the online component of a traditional media ad campaign.
Compare and contrast sales promotion and mass media advertising as promotional tools. In what ways do the strengths of one make up for the limitations of the other? What specific characteristics of sales promotions account for the high levels of expenditures that have been allocated to them in
How does packaging function as a support medium? What sort of "message" does a consumer get from a brand package?
What is brand proliferation and why is it occurring? Why do consumer sales promotions become more commonplace in the face of rampant brand proliferation? Why do trade sales promotions become more frequent when there is excessive brand proliferation?
What role does sales promotion play in the trade channel and in business markets?
Why are sales promotions considered "risky" as an IBP tool?
Consumers often rationalize their purchase of a new product with a statement such as, "I bought it because I had a 50-cent coupon and our grocery store was doubling all manufacturers' coupons this week." What are the prospects that such a consumer will emerge as a loyal user of the product? What
In the chapter, it was suggested that large retailers like Walmart are assuming greater power in today's marketplace. What factors contribute to retailers' increasing power? Explain the connection between merchandise allowances and slotting fees and the growth in retail power.
What role does point-of-purchase advertising play as an IBP tool? In what ways can a firm ensure coordination of its P-O-P with other promotional efforts?
What advantages do billboards and transit advertising offer an advertiser as part of an IBP program?
A consumer can go to various websites to find local businesses and services. Is the Internet a threat to traditional directories like the Yellow Pages?
The "Cash for Clunkers" program was one of the most talked about sales promotions of recent memory. As part of the government's $3 billion effort to jumpstart sales at slumping auto dealerships, owners of old gas-guzzling vehicles received a $4,500 rebate if they traded in their "clunkers" for new
Billboard ad campaigns often make headline news as advertisers from fashion designers to political groups use this roadside support media to communicate splashy or controversial messages. Search recent news headlines about billboards and write a report on a hot billboard campaign that's making
Working in small teams, imagine that you have been hired by a major American automaker to design a sales promotion campaign to stimulate sales of its newly-developed economy car, known as the Zoom. Identify which of the sales promotions techniques described in the chapter could be most effective
Working in the same teams, imagine that you have been hired by The Gap to develop a support media campaign in Washington, D.C., intended to stimulate sales among young professionals, ages 22 to 30. The clothing manufacturer is particularly interested in developing an edgy, out-of-home media
Read the opening section of this chapter and briefly describe the Working Lunch promotion. In what ways does it exemplify the latest trends in integrated brand promotion?
Explain the need for functional specialists in developing IBP campaigns. Who are they and what skills do they offer? What problems do these functional specialists create for the achievement of integrated brand promotion?
Who is Bob Garfield? Do you agree with his Chaos Scenario?
Present statistics to document the claim that the television viewing audience is becoming fragmented. What are the causes of the fragmentation? Develop an argument that links this fragmentation to the growing popularity of event sponsorship and branded entertainment.
Event sponsorship can be valuable for building brand loyalty. Search through your closets, drawers, or cupboards and find a premium or memento that you acquired at a sponsored event. Does this memento bring back fond memories? Would you consider yourself loyal to the brand that sponsored this
What lessons can we learn from Prilosec's sponsorship of the WBA regarding the things one should look for in judging sponsorship opportunities?
Why have videogames attracted so much interest recently as a venue for product placements? What makes this venue even more appealing for advertisers as games and game players move to the Internet?
What is the role for celebrities in the business of product placement and branded entertainment? Describe a scene from a TV show or movie that illustrates the best way to involve a celebrity as part of a product placement.
Why is NASCAR a good affiliation for the Old Spice brand?
Using BMW as the example, explain the difference between product placements and branded entertainment.
Walmart has a new logo, new stores, and a new green business model, and now the retail giant is working on a new way to advertise. Walmart's Family Moments campaign integrates the retailer's store brands into films and activities for the whole family. Write a report on Walmart's recent move to
Event sponsorship is becoming increasingly important to advertisers as the effectiveness of traditional media is eroded due to audience fragmentation. Event sponsorship can take many forms - it's even commonplace on college campuses. Select an example of event sponsorship at your school and
Video-game maker Incredible Technologies Inc. has in recent years steadily expanded its corporate partnerships and product placements in its most popular game, the pub-based, Web-connected golfing game Golden Tee Live. Players can purchase Top-Flite branded virtual golfing equipment and, as they
Working in the same teams, create a branded entertainment proposal for the coffee giant Starbucks. As discussed in the chapter, your proposal should identify a specific target audience and describe in detail a proposed storyline for a short film, television series or other entertainment product
Who is Lester Wunderman, and in what ways does his historic campaign for Columbia House illustrate the mindset of direct marketing?
Use the example of the Sleep Number bed to illustrate the importance of a balanced approach in executing advertising and integrated brand promotion.
Direct marketing is defined as an interactive system of marketing. Explain the meaning of the phrase interactive system. Give an example of a non interactive system. How would an interactive system be helpful in the cultivation of brand loyalty?
Review the major forces that have promoted the growth in popularity of direct marketing. Can you come up with any reasons why its popularity might be peaking? What are the threats to its continuing popularity as a marketing approach?
Describe the various categories of information that a credit card company might use to enhance its internal mailing list. For each category, comment on the possible value of the information for improving the company's market segmentation strategy.
What is RFM analysis, and what is it generally used for? How would RFM analysis allow an organization to get more impact from a limited marketing budget? (Keep in mind that every organization views its marketing budget as too small to accomplish all that needs to be done.)
Compare and contrast frequency-marketing programs with those tools described in Chapter 15 as "Sales Promotion Directed at Consumers." What common motivators do these two types of activities rely on? How are their purposes similar or different? What goal is a frequency-marketing program trying to
There's a paradox here, right? On the one hand, it is common to talk about building relation- ships and loyalty with the tools of direct marketing. On the other hand, it is also true that direct marketing tools such as spam, and telephone interruptions at home during dinner are constant irritants.
What is it about direct marketing that makes its growing popularity a threat to the traditional advertising agency?
Compare and contrast the purposes served by direct marketing versus personal selling.
Since launching in 2004, Facebook has grown to more than 500 million users, many of whom frequent the site daily to interact with friends and join interest groups. Despite its popularity, Facebook has encountered ongoing privacy issues related to the capture and management of user data. Investigate
Direct marketing is more than telemarketing and direct mail. The infomercial and direct-response TV commercial are two forms of direct marketing that have proven wildly successful for Time Life Music, the Snuggie ®, ShamWow ®, and Slap Chop™. Break into groups and develop a direct marketing
Working in small teams, assess the direct marketing components at the website of Moosejaw, the athletic apparel retailer popular on college campuses. (See www.moosejaw.com.) For each direct marketing appeal that you can identify on the site, explain how the company would be able to measure the
The chapter discusses how database marketing can be used not only as a tool to reach customers and close sales, but also to aid product development. Working again in small teams, identify three distinct offerings that could be developed for well-known brands based on input and knowledge gleaned
Review the Charmin restrooms example and identify three of its elements that made it a record setting buzz builder for Procter & Gamble.
Do you ever select a brand based on the company's environmental track record? Investigate one of your favorite brands at CoopAmerica.org. Did you find anything that changes your feelings about this brand?
Do you agree with our premise that consumers today are spreading the word about brands like never before? Does that assessment apply to you and the people in your network?
Obviously, some events will have more potential for generating favorable publicity than others. What particular criteria should be emphasized in event selection when a firm has the goal of gaining publicity that will build goodwill? How might the benefits of sponsorship be similar or different if
Would it be appropriate to conclude that the entire point of public relations activity is to generate favorable publicity and stifle unfavorable publicity? What is it about publicity that makes it such an opportunity and threat?
There is an old saying to the effect that "there is no such thing as bad publicity." Can you think of a situation in which bad publicity would actually be good publicity? How is that possible?
Most organizations have vulnerabilities they should be aware of to help them anticipate and prepare for unfavorable publicity. What vulnerabilities would you associate with each of the following companies? • R.J. Reynolds-makers of Camel cigarettes • Procter & Gamble-makers of Pampers
What key points need to be managed in creating successful influencer marketing programs with medical professionals?
Imagine yourself as a connector. In that role, what kind of inside information would you find interesting enough to tell your friends about a new movie or TV show? What would it take for you to start that conversation?
Review the different forms of corporate advertising and discuss how useful each would be as a device for boosting a company's image. Is corporate advertising always an effective image builder?
Texting while driving is a serious public safety concern, and the U.K.'s South Wales Police Department achieved international buzz recently by sending out a message that texting kills. The organization's graphic Hollywood-styled video featured three teenage girls on a joy ride when they
Celebrity endorsements present opportunities and threats to top sports brands. Golf great Tiger Woods was leading the world in product endorsements until personal revelations stunned the public and damaged the golfer's pristine image. Write a report on the role public relations played in responding
To better position itself in the competitive college admissions field, your college or university is planning to launch a public relations campaign to encourage more highly-qualified high school seniors to apply for admission. Working in small teams, identify what steps you would take to create a
Working in the same teams, propose what steps you would take to launch an effective peer-to-peer marketing campaign as part of the effort to raise awareness of the college and increase applications to the school. In your answer, identify what types of individuals would make the most influential
Discuss the reasons why international business is much more complex today than it was 20 years ago.
What is the nature of global competition?
Does international trade accurately reflect the nature of global competition?
Why are consumption patterns similar across industrialized countries despite cultural differences?
How is global marketing different from international marketing?
Why do you think a company should or should not market the same product in the same way around the world?
What is proactive standardization?
How is the Internet reshaping the nature of global marketing?
The United States and Japan, the two largest economies in the world, are also the largest importers and exporters of goods and services. However, imports and exports put together comprise only 20 to 30 percent of their GDPs. This percentage has not changed much over the last three decades for both
Merchandise trade today accounts for less than 2 percent of all the foreign exchange transactions around the world. Can one deduce that merchandise plays an insignificant role in today's economies? Why or why not?
Globalization involves the organization-wide development of a global perspective. This global perspective requires globally thinking managers. Although the benefits of globalization have received widespread attention, the difficulties in developing managers who think globally has received scant
The e-commerce business in China has entered a golden period, with transaction volume of online trading reaching 21.86 billion yuan (US$2.64 billion) in 2004. With 94 million Internet users, more than 40 million people conducted transactions on the Internet in 2004, compared with 10.7 million in
What are some of the visible signs that reflect the current increased economic interdependence among countries? What are some reasons for this growth in interdependence and for the rise in global integration?
What is GATT and what is its role in international transactions?
How is the WTO different from GATT? What functions is the WTO expected to perform?
In what way have the U.S. foreign direct investment and trade patterns changed over the past decade?
Cooperative interrelationships between countries (regional groupings) can be classified into five broad categories. What are these categories and how do they differ from each other?
Do current measures of balance of payments accurately reflect a country's transactions with the rest of the world? What are the concerns?
What challenges do the content creators and information providers face due to the advent and popularity of the electronic media? Are there current mechanisms to protect their rights? What are the macro-economic implications for industrialized countries?
What are some of the forces influencing the increase in size of multinational corporations? Are there any forces which are influencing them to downsize?
Recently in response to a dispute with both the U.S. and the EU's possible action toward imposing tariffs on cheap textile products from China, China took countermeasure actions to exclude those products from the existing export tariffs to ward off damages to its economy. To resolve the issue, in
Today, some 150 million EU citizens shop online from websites such as Amazon.com and eBay, spending on average $1248 (800 euros) per capita. However, only one-fifth of them buy goods and services from another EU state. The EU's consumer chief is currently planning new rules to make it easier and
Information technology is having significant effects on the globalization activities of corporations. Texas Instruments is now developing sophisticated chips in India. Motorola has set up programming and equipment design centers in China, India, Singapore, Hong Kong, Taiwan, and Australia.
How did the U.S. dollar become the international transaction currency in the post World War II era?
Describe the sequence of events that took place to cause the Asian financial crisis in the late 1990s.
What are advantages and disadvantages of having the euro as a common currency in the European Union?
Which international currency or currencies are likely to increasingly assume a role of the international transaction currency in international trade? Why?
Why is a fixed exchange rate regime that promotes the stability of the currency value inherently unstable?
Discuss the primary roles of the International Monetary Fund and World Bank.
What is the managed float?
How does a currency bloc help a multinational company's global operations?
Describe in your own words how the knowledge of spot and forward exchange rate market helps international marketers.
Why is the exchange rate pass-through usually less than perfect (i.e., less than 100 percent)?
Define the four types of balance of payments measures.

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Global Marketing management 5th edition Masaaki Kotabe, Kristiaan Helsen - Solutions

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