Principles of Marketing 15th global edition Philip T. Kotler, Gary Armstrong - Solutions

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Managers noticed that over time AFC members who used the therapy pool tended to develop social relationships with other members, probably because of the time spent together in the pool. They also hypothesized that social aspects were more important for people who were retired and needed greater
Which is the more important reason for attending AFC according to members: physical enjoyment or specific medical concerns? Justify your answer.
Managers at the fitness center believed that word-of-mouth recommendations from friends bring in new members who spend more money at AFC than those who don't join the center because of a friend's recommendation. a. Using the independent samples f-test, determine whether or not managers' assumptions
The management of Seal-Tight Company, a manufacturer of metal cans, has presented you with the following information:a. Develop a chart to present the company's net sales growth over the five-year period.b. Develop a chart to compare the change in the net profit level with the change in the net
The owner of a medium-sized home-building center specializing in custom-designed and do-it-yourself bathroom supplies requested the Tom Jones Consulting Firm to prepare a report on the customer profile of the bathroom design segment of the home-improvement market. Evaluate the following excerpts
Discuss the difference between conclusions and recommendations in research reports.
Assume that Wendy's International, Inc. wants to diversify into another fast-food area. You are required to prepare a brief report for the company executives outlining an attractive opportunity. In preparing the report, go through the following steps: a. Decide on the particular fast-food area you
Describe the information that should be contained in the executive summary, and discuss why this is the most important part of the research report.
In presenting a report to a group of grocery store managers, a researcher stated the following: "The data from the judgment sample of ten grocery stores were analyzed, and the results show that the 95 percent confidence interval for average annual sales in the population of grocery stores is
Your marketing research firm is preparing the final written report on a research project commissioned by a major manufacturer of lawn mowers. One objective of the project was to investigate seasonal variations in sales, both on an aggregate basis and by each of the company's sales regions
You can define marketing and its functions in many ways, in your own words, explain marketing to someone who has not yet read this chapter.
What is the difference between a need, a want, and a demand? Describe the need versus the want for the following products: Gatorade, Nike, iPod.
Customer value is consumers' evaluation of the difference between total benefits and total costs. When a consumer orders a T-shirt from an online retailer such as landsend.com, what are the total benefits and total costs?
What is customer equity? How can a company increase its customer equity?
When companies have close competitors, they try to choose value propositions that will differentiate them from others in the market. Choose three fast-food restaurants and describe their value propositions. Are they strongly differentiating themselves?
What are the four customer relationship groups? Is there a way marketers can mare a Stranger to a True Friend? Explain how Apple and BMW would move their Strangers to True Friends.
A cell phone company spends $148.50 in total costs to acquire a new user. On average, this new user spends $60 a month for calling and related services, and the cell phone company generates an 18 percent profit margin in each of the 25 months that the user is expected to stay with the service. What
1. What is the appeal of the VHost for a marketer?2. What might be a concern for the marketer?3. After visiting the site, as a consumer, what are your thoughts regarding the VHosts?4. What specific target markets might benefit most from a VHost?Visit www.oddcasticom and you will find animated
1. Do you think the military has a right to improve its recruiting through a more elaborate database of their potential "customers"? 2. Do you think the database is an invasion of privacy? 3. How else might the fluttery improve its recruiting? In this digital age, marketers have more thorough
1. Hoer does Dunkin' Donuts build long-term customer relationships?2. What is Dunkin' Donuts' value proposition?3. How is Dunkin' Donuts growing its share of customers?For more than 50 years, Dunkin' Donuts has offered customers throughout the United States, and around the world, a consistent
Soft drink marketers spend about $400 million on television advertising each year. From a consumer behavior perspective, why is this important?
According to the model of consumer behavior, the buyer's black box consists of buyer characteristic and decision processes. Explain why the text calls this a black box.
Explain the cultural, social and personal characteristics that affect people when they choose a restaurant at which to celebrate their birthdays.
A bank used SRI's consulting business intelligence values and lifestyles (VALS) research to profile customer segments that did not use any automated or electronic services. Based on your knowledge of this lifestyle classification system, speculate what might be the primary and secondary VALS type
The vice president of marketing for a regional doughnut retailer say's "We believe our customers exhibit high-involvement buying behavior." Do you agree? Why or why not?
Form small groups and discuss how a consumer goes thought the buyer decision process when choosing a college.
According to Figures 5.8, which adopter category is just now buying a digital camera? Which group is now adding TiVo? Which category describes you? Why?
Many Internet sites use collaborative filtering technology to assist consumers in decision making. The process begins by collaborating the purchasing or product rating behavior of a vast group of consumers then the technology filters this information to offer recommendations to a single user based
Burst-of-Energy is a too product positioned in the extreme sports market as a performance enhancer. A distributor of the product has seen an upward shift in the demand for the product (depicted in the figure at the right). The manufacturer has done nothing to generate this demand, but there have
Assume that you con a market research consulting firm that specializes in conducting focus groups for food manufacturers. Your customers are marketing managers and market research managers at these large firms. Outline your business consumers' buying process and explain how you can improve your
Form a small group and compare the similarities and difference between a buyers at a veteran's Administration Hospital and a buyer at a for-profit hospital like human. Compare the buyer on the following four factors. Environmental organization interpersonal and individual
How do the market structure and demand of the business markets for Intel's microprocessor chips differ from those of final consumer markets?
How does the business buying process differ from the consumer buying process?
Suppose that you own a small printing firm and have the opportunity to bid on a federal government contract that could bring a considerable amount of new business to your company. List three advantages and three disadvantages of working in a contract situation with the federal government
Social networking is a hot topic in internet marketing. Web sites including friendster.com and myspace.com are crowded meeting grounds for web visitors who are hoping to get connected online. Social networking is also a growing technology for B-to-B interactions. From finding services, locating
As discussed in the chapter, PRIZM is one of the leading lifestyle segmentation systems. Go to www.tetrad.com/pcensus/usa/prizmlst.html and review 67 PRIZM clusters. Which cluster would each of the following retailers most likely target? a. Tiffany's b. Macy's c. Wal-Mart
You are a product manager of a financial services product that is being sold directly to consumers over the Internet. The most important measure to the company is customer acquisition Cost-the cost associated with convincing a consumer to buy the service. You have been conducting tests with both a
Explain which segmentation variable would be most important to marketers of the following products vitamins credit cards coffee.
How can company segment international markets for its products? How might Apple segment the international market for its iPod?
What is micromarketing? When should a company practice micromarketing?
The chapter discusses five requirements for effective segmentation. Suppose you are a product manager in a regional fast food restaurant company. You are listening to a presentation on a new sandwich idea and it is your turn to ask questions. Write five questions that you would ask the person
In the context of marketing what does the term product positioning mean? Why is it so important?
Using the value proposition presented in Figure 7.4 describe the value proposition of Toys R us is the Toys R us value proposition clear? Is it appropriate?
Marketers of technologic& products such as cell phones have become very focused on segmentation. They segment on benefits sought, allowing consumers to pick from many popular phone features including Bluetooth technology, camera, games, video screens. Speakerphone and vote dialing consumers make
Pharmaceutical companies work very hard to get the ward out to patients with specific illnesses when they have a new drug to treat that illness. People with a wide range of diseases have benefited from the advances in pharmaceutical research. But some are concerned by the way some companies market
Proctor & Gamble has one of the worlds largest and strangest brand port-folios including such familiar brands Pampers, Tide, Ariel. Always, Pantene, Bounty, Folgers, Pringles, Charmin, Downy, tarns, Crest, Secret and Dray in fact, in the United States, P&G offers seven shampoo brands, six detergent
Using the six qualities that a good brand name should possess, create a brand name for a personal care product that has the following positioning statement intended for X-Games sport participants and enthusiasts, ___________ is a deodorant that combines effective odor protection with an enduring
Farber cancer institute has been a leading hospital providing care for cancer patients and their families. Describe how the service profit chain is essential for this organization's success.
Is Microsoft's Window XP professional operating software a product or a service? Describe the core, actual and augmented levels of this software offering.
Classify the following consumer products as convenience, shopping specialty or unsought goods a laptop computer, a surgeon, auto mobile tires.
Brand positioning can occur on three levels. How is old Navy's brand positioned on these three levels?
What is the four brand sponsorship options a manufactures faces? How a manufacturer does decided which one makes the most sense for its products?
Merrill lynch is one of the world's leading financial services and advisory companies. Do Merrill Lynch's financial advising activities meet the four special characteristic of a service Explain?
For decades consumers have dreamed of owning home robots. Industry uses many production-line robots, and many companies are now working on products for the consumer. Some basic products currently available for consumers include navigation systems home security robots cleaning tools such as robotic
The U.S. organic foods market has exploded in the past ten years. Now a $15-billion industry, organic foods have moved past specialty manufacturers and Whole Foods Markets to national manufacturers and retailers. Recently Kellogg introduced organic versions of three major cereal brands, Including
Remember Andersen Consulting? One of the world's largest consulting firms, Andersen Consulting enjoyed tremendous name recognition and worked with some of the largest companies worldwide include 87 of the Fortune Global 100. But today, you're probably more familiar with the company's new name,
Define marketing and outline the steps in the marketing process.
What is marketing myopia, and how can it be avoided?
What is customer-perceived value, and what role does it play in customer satisfaction?
Form a small group of three or four students. Discuss a need or want you have that is not adequately satisfied by any offerings currently in the marketplace. Think of a product or service that will satisfy that need or want. Describe how you will differentiate and position your offering in the
Search the Internet for salary information regarding jobs in marketing from a Web site such as www.simplyhired.com/a/salary/search/q-marketing or a similar site. What is the national average salary for five different jobs in marketing? How do the averages compare in different areas of the country?
1. Does Apple appear to embrace the marketing concept? 2. Research the controversy surrounding this issue and debate whether Apple did the right thing for its customers by not including the ubiquitous Adobe Flash software on Apple's products. Apple's iDevices are wildly popular, starting with the
1. Is it fair to single out soda in such a ban? Debate this argument from all sides of this issue: government, soft drink marketers, and consumers. 2. Should marketers embrace the societal marketing concept with respect to foods or products that could be harmful to consumers? Discuss an example of
1. Describe trends in marketing expenditures. What factors are driving these trends? 2. What percentage of sales should a business devote to marketing? Discuss the factors used in this decision. Marketing is expensive! A 30-second advertising spot during the 2012 Super Bowl cost $3.5 million, and
1. Describe Abou Shakra in terms of the value it provides for customers. 2. Do you think Abou Shakra should develop a high-growth strategy? Why or why not? 3. Should Abou Shakra spend more on advertising than is currently expended? 4. Do you think that the legacy of Abou Shakra will continue, with
Define strategic planning and briefly describe the four steps that lead managers and the firm through the strategic planning process. Discuss the role marketing plays in this process.
Name and describe the four product/market expansion grid strategies. Provide an example of a company implementing each strategy.
Discuss the four marketing management functions.
Form a small group and conduct a SWOT analysis for a publicly traded company. Based on your analysis, suggest a strategy from the product/market expansion grid and an appropriate marketing mix to implement that strategy.
1. Learn more about Google and its products/services and create a BCG growth-share matrix for this company. On which products and services should Google concentrate its marketing efforts? Google is making a move into the consumer electronics market. In 2012, Google introduced the Nexus 7 tablet
1. Calculate profit margin, net marketing contribution, marketing return on sales (or marketing ROS), and marketing return on investment (or marketing ROI) for both companies. Which company is performing better2. Go to Yahoo! Finance (finance.yahoo.com/) and find the income statements for two other
Compare and contrast a company's microenvironment with a company's macro environment.
Describe the five types of customer markets
The Wall Street Reform and Consumer Protection Act of 2010 created the Consumer Financial Protection Bureau (CFPB). Learn about this act and the responsibilities of the CFPB, then write a brief report about how the act impacts businesses and consumers.
1. Find another crowd funding site and describe two projects featured on that site. 2. Learn more about the JOBS Act and how it impacts crowd funding for start-up businesses. What protections are in place for investors with regard to crowd frauding? If you have a great product idea but no money,
1. Debate the pros and cons of allowing these companies to target children. Are these efforts socially responsible behavior? 2. Review the Children's Online Privacy Protection Act at www .coppa.org/. Explain how eBay and Facebook can target this market and still comply with this act. The almost
1. Develop a presentation on a specific demographic trend in the United States. Explain the reasons behind this trend and discuss the implications for marketers. 2. Discuss global demographic trends. What are the implications of those trends and how should marketers respond to them? Do you know
1. How engaged was Ecoist in analyzing the marketing environment before it launched its first company? At least one company has taken the old phrase "One man's trash is another man's treasure" and turned it into a business model. Ecoist is a company that uses discarded packaging materials from
1. What micro environmental factors have affected Xerox's performance since the late 1990s?2. What macro environmental factors have affected Xerox's performance during that same period?3. By focusing on the business services industry, has Xerox pursued the best strategy? Why or why not?4. What
Explain how marketing intelligence differs from marketing research.
What is neuromarketing, and how is it useful in marketing research? Why is this research approach usually used with other approaches?
In a small group, identify a problem faced by a local business or charitable organization and propose a research project addressing that problem. Develop a research proposal that implements each step of the marketing research process. Discuss how the research results will help the business or
Want to earn a little extra cash? Businesses that use focus groups and surveys to make better marketing decisions might pay for your participation. Visit www.FindFocusGroups.com and review the opportunities available for research participation. Find two more Web sites that recruit research
1. Visit EWA Bespoke Communications at www.ewa.ltd.uk/ to learn more about its Customer Insight services and the types of analyses performed by this company. What is propensity modeling? Review other case studies from this Web site and write a brief report of how data-mining technology was used to
1. Most e-book readers do not know that their reading behavior can be tracked. What ethical concerns might readers have? Are there any protections in place for consumers who may not want their reading behavior tracked? 2. What would your textbook reading behavior data reveal to publishers? How
1. Explain the role that marketing research played in the creation and launch of Domino's new pizza. 2. Are there more effective ways that Domino's could have gone about its research process? 3. Why did it take so long for Domino's to realize that customers didn't like its pizza? Was it an accident
1. Analyze Meredith's marketing information system. What are its strengths and weaknesses? 2. Can impersonal data points really result in meaningful relationships? Explain. 3. Does Meredith's marketing information expertise transfer into other media and products? 4. As a company still heavily
Review the "black box" model of buyer behavior. Which buyer characteristics that affect buyer behavior influence you most when selecting a restaurant? Are those the same characteristics that would influence you when making a smart phone purchase? Explain.
Name and describe the types of buying decision behavior and describe a personal example for each.
1. Research mourning customs of other cultures. What role do products and services play in making the experience meaningful for mourners? Is technology changing customs outside of the United States? 2. Describe the characteristics of a new product that affect its rate of adoption. Which
1. Which factors are clothing marketers using to influence consumers? Ask five female and five male friends how much the size labeled on clothing influences their behavior. Write a brief report of your findings. 2. Should manufacturers be allowed to pick whatever measurements they want and attach
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 enhance consumer attitudes toward purchasing its brand.One way consumers can evaluate alternatives is
1. Describe different types of Goodwill customers. 2. Which of the four sets of factors affecting consumer behavior most strongly affects consumers' purchase decisions when shopping at Goodwill? 3. How does Goodwill's recognition of consumer behavior principles affect its marketing mix? Since 1902,
Name and describe the roles played by buying center participants in the business buying process.
Explain what is meant by system selling and discuss why it is a preferred approach to buying for many organizations.
Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.
The U.S. government is the world's largest purchaser of goods and services, spending more than $425 billion per year. By law, 23 percent of all government buying must be targeted to small firms. Visit archive.sba.gov/contractingopportunities/index.html to learn how small businesses can take
1. Go to www.gartner.com/DisplayDocument?doc_cd234062, select another company on Gartner's Supply Chain Top 25, and describe that company's supply chain. Discuss the role technology plays in that company's purchasing. (AACSB: Communication; Reflective Thinking; Use of IT) 2. Discuss possible
1. Was the uproar over LFTB warranted, given the fact that it is a product deemed safe for consumption by the U.S. Food and Drug Administration? Research other types of products that are included in consumer products that could face a similar fate if consumers were aware of them. 2. Explain the
1. Research the marketing research industry to identify research companies that would be in the target market for fMRI equipment. How many companies make up this market? (AACSB: Communication; Reflective Reasoning)2. Refer to Appendix 2, Marketing by the Numbers, and use the chain-ratio method to

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