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Principles of Marketing 15th global edition Philip T. Kotler, Gary Armstrong - Solutions
1. Discuss the nature of the market structure and demand for Cisco's products.2. Given the industries in which Cisco competes, what are the implications for the major types of buying situations?3. What specific customer benefits likely result from the Cisco products mentioned in the case?4. Discuss
How does market segmentation differ from market targeting?
Name and describe the four major sets of variables that might be used in segmenting consumer markets. Which segmenting variables does Starbucks use?
Name and describe the levels at which market targeting can be carried out. Give an example of a company using each.
Explain how companies segment international markets.
Advertisers use market segmentation when promoting products to consumers. For each major consumer segmention variable, find an example of a print ad that appears to be based on that variable. For each ad, identify the target market and explain why you think the advertiser is using the segmentation
When Nissan introduced its large Titan pickup truck in the United States and Toyota introduced the Tundra, each thought it would sell around 200,000 vehicles per year and had planned capacity for hundreds of thousands more because of the huge U.S. market potential. After all, the "big three"
How would you market the Google Glasses device in a 30-second commercial to consumers based on one of the segmenting variables you identified in the previous question? Consumers enjoy having Google's search power at their fingertips, but if things go as planned, we'll have that Google power right
What segmentation variables are marketers using in this example? You would never know that consumers are more frugal these days if you look at the new children's lines from fashion houses such as Fendi, Versace, and Gucci. Toddler high fashion is not new, but designers are taking it to new levels
1. Discuss the factors used to evaluate the usefulness of the military veteran segment. 2. Using the chain ratio method described in Appendix 2: Marketing by the Numbers, estimate the market potential for undergraduate education in the veteran market. Be sure to state any assumptions. For-profit
1. What is international market segmentation? What challenges does it pose to Bentley? 2. Using the full spectrum of segmentation variables, describe how Bentley segments and targets the international luxury car market. 3. Has Bentley differentiated and positioned its brand effectively? Explain. 4.
Name and describe the types of consumer products and give and example of each. How does the marketing differ for each product type?
What is a brand? How does branding help both buyers and sellers?
What is a product line? Discuss the various product line decisions marketers make and how a company can expand product line.
Describe the four characteristics of services that marketers must consider when designing marketing programs. How do the services offered by a doctor's office differ from those offered by a bank?
Find five examples of service-provider attempts to reduce service intangibility.
1. Describe the core, actual, and augmented levels of product associated with an automobile. What level does the mobile Wi-Fi system represent? Explain. 2. Debate the pros and cons of including Wi-Fi Internet access in automobiles. Should the Internet access feature be included in
1. What is the product offered by a university? Discuss the levels of product offered and how these might change in the next 10 to 20 years as result of changing technology. 2. From the point of view of both the school and the students, discuss the pros and cons of outsourcing instructors for
1. Access the most recent ranking of the Top 100 Brands at www.interbrand.com. Create a chart representing the number of brands from the countries listed. Which country has the most brands in the top 100 ranking? What is the second leading country? (AACSB: Communication; Analytical Reasoning) 2.
1. What factors contributed to the success of Mavi Jeans? 2. How would you define the company's target market? What is the current positioning strategy? Briefly explain Mavi's 4Ps. 3. What are customers of Mavi actually buying? 4. How do you evaluate the "menu" approach? 5. What recommendations
Name and describe the major steps in the new product development process.
What is test marketing? Explain why companies may or may not test market products and discuss alternatives to full test markets.
What are the benefits of an innovation system and how can a company install such a system?
Discuss the three strategies available for products in the mature stage of the product life cycle. For each strategy, describe an examples other than the ones in the chapters of a company using that strategy.
Find an examples of a company that launched a new consumer product within the last five years. Develop a presentation showing how the company implemented the 4 Ps in launching the product and report on the product's success since the launch.
1. Form a small group and research the Fiat Mio. What are some of the suggestions offered by consumers that influenced the design of the car? Ask your friends and family the same question Fiat asked consumers and compile the responses from your group members. Would the car developed from these
1. Discuss other commercial applications of facial recognition technology. Come up with two new-product concepts that employ this technology. 2. Discuss the ethics of incorporating facial recognition technology in products. Facial recognition technology is not new, but the way it is being used is.
1. What brand development strategy is Clinique undertaking?2. Assume Clinique expects to sell 3 million ounces of BB cream within the first year after introduction but expects that half of those sales will come from buyers who would otherwise purchase Clinique's moisturizer (that is, cannibalized
1. Based on information in this chapter, identify major similarities and differences between the new-product development process at Google versus that found at most other companies.2. Is Google's product-development process customer centered? Team based? Systematic?3. Considering the product life
Compare and contrast good-value pricing and everyday low pricing (EDLP).
Name and describe the types of costs marketing must consider when setting prices. Describe the types of cost-based pricing and the method of implementing each.
You can turn your hobby into profits at online sites such as Etsy. In a small group, create ideas for a craft product to sell on Etsy, an Carle community of buyers and creative businesses. Using the resources available at www.etsy.com as a guide to setting prices, determine the price for your
What is the Consumer Price Index (CPI)? Select one of the reports available at www.bls.gov/cpi/home.htm and create a presentation on price changes over the past two years. Discuss reasons for that change
Discuss the pros and cons of gas finder apps from the consumer's viewpoint and the gas retailer's viewpoint. Do you think they have any impact on gas prices? Explain. It seems a day doesn't go by without some talk about gas prices. Consumers are more keenly aware of the price now that it costs $40
1. Look at a phone bill for the same service over several months. How does the service provider price this service? Do you see any suspicious charges, such as any of those listed by the FCC at www.ftc.gov/bcp/edu/pubs/consumer/products/ pro18.shtm? Suggest ways to price this service that will make
1. What is the profit margin for the Smart car? 2. If the unit variable cost for each NBox is $14,000 and the Honda has fixed costs totaling $20 million for this car, how many NBox cars must Honda sell to break even? How many must it sell to realize a profit margin similar to that of the Smart
1. Does Cath Kidston's pricing strategy truly differentiate it from the competition? 2. Has Cath Kidston executed value-based pricing, cost-based pricing, or competition-based pricing? Explain. 3. Could Cath Kidston have been successful as a design-focused product marketer had it employed a
Compare and contrast market-skimming and market-penetration pricing strategies and discuss the conditions under which each is appropriate. For each strategy, give an example of a recently introduced product that used that pricing strategy.
Name and describe the various forms of discounts companies use to reward customers.
What is dynamic pricing? Why is it especially prevalent online? Is it legal?
Under what circumstances would a company consider cutting its prices? Raising its prices?
What is the price of a Toyota Prius in the United States? Find the price of a Toyota Prius in five countries and convert that price to U.S. dollars (USD). Are the prices the same or different in other countries? Explain why that might be so.
1. Compare the prices of two mobile phone carriers, such as AT&T and Verizon. What types of pricing strategies are they using? Wireless carriers are trying to get customers to pay more for something they do less and less-making phone calls. It seems consumers are doing everything but talking on
1. Research how music royalties work to learn more about the cost and pricing of music. Write a report of what you learned. 2. Should artists and record labels be paid royalties every time their music is played? What type of cost does this represent for a radio station? Country music stars such as
1. Refer to Appendix 2, Marketing by the Numbers and calculate the monthly contribution Netflix realizes from a subscriber at the price of $9.99 per month and $15.98 per month, respectively. Assume average variable costs per customer are $3.50 per month, which do not change with the price increase.
1. Can consumers actually determine whether Amazon or Walmart has lower overall prices? Explain.2. For Amazon and Walmart, is it more important to have lower prices or to have the perception of lower prices?3. Just how far should either Amazon or Walmart take the tactic of warring on price? Base
Describe multichannel distribution systems and the advantages and disadvantages of using them.
Compare and contrast intensive, selective, and exclusive distribution. Which channel design decision does this involve?
Explain how information is managed in the distribution channel. What types of information are managed?
Describe intermodal transportation and list the different combinations used to distribute products and the benefits of using this mode of transportation.
The most common type of contractual vertical marketing system is the franchise organization. Visit the International Franchise Association at www.franchise.org/ and find a franchise that interests you. Write a report describing the franchise. Identify what type of franchise it represents and
What are the disadvantages of also treating retail stores as warehouses? Is this a good solution for competing with Amazon.com? A key to satisfying retail customers is to carry products they want. However, Macy's used to find that although an item was out of stock online, it had plenty of stock in
What types of channel conflict are present in this channel of distribution? Explain. Movie and television program distribution technology is changing fast. Consumers can now watch movies and TV shows on demand on TVs, computers, tablets, and smartphones. This has caused a surge in demand for online
1. As completely as possible, sketch the value chain for Pandora from the production of content to the listener. 2. How do horizontal and vertical conflict impact Pandora? 3. How does Pandora add value for customers through its distribution functions? 4. Will Pandora be successful in the long term?
Name and describe the types of corporate or contractual organization of retail stores and the advantages of each.
Develop a concept for a new retail store and explain the marketing decisions that must be made.
Visit a local mall and evaluate five stores. What type of retailer is each of these stores? What is the target market for each? How is each store positioned? Do the retail atmospherics of each store enhance this positioning effectively to attract and satisfy the target market?
Retailers that accept credit cards pay a "swipe fee" to credit card issuers such as Visa and Mastercard ranging from 1 to 3 percent of the purchase. The credit card companies prohibited retailers from passing that fee on to consumers, but a recent lawsuit settlement proposal lifted that
As discussed at the start of Chapter 10, in 2012, JCPenney changed its pricing strategy from one in which it charged relatively high prices and aggressively discounted them to one in which it charges lower but constant everyday "fair and square prices." Evaluate the effectiveness of this pricing
1. What is shopper marketing, and how might retailers use Wi-Fi technology to implement it? 2. What will be the likely response as more shoppers learn that retailers gather information without their knowledge? According to Nielsen, more than 50 percent of mobile phone consumers own smartphones.
1. Is it fair that Congress defined retailers operating roll-your-own machines as manufacturers? 2. Are the tobacco retailers being ethical by labeling the loose tobacco as pipe tobacco so that smokers can avoid the high tax and by providing roll-your-own machines for consumers? In 2009, federal
1. Describe Leader Price according to the different types of retailers discussed in the chapter. 2. As a retail brand, assess the Leader Price strategy with respect to segmentation, targeting, differentiation, and positioning. 3. List all the reasons why Leader Price has been able to compete with
Discuss the external factors that impact an organization's marketing communication function. Will traditional mass-media advertising soon be dead, as some have predicted?
Name and describe the four promotion budgeting methods and discuss the pros and cons of each. Which method is best?
In a small group, develop an integrated marketing communications plan for a local business or nonprofit organization. Does your plan employ a push or pull promotion strategy? Explain.
Find three examples of advertisements that incorporate socially responsible marketing in the message. Some companies are criticized for exploiting social issues or organizations by promoting them for their own gain. Do the examples you found do that? Explain.
1. Write a report explaining how online-ad auctions work and the impact they have on Internet advertising. 2. Critics claim that Internet tracking infringes consumer privacy rights and that the industry is out of control. Should marketers have access to such information? Discuss the advantages and
1. Research the FTC's deceptive advertising policy and report on another case involving substantiation of specific claims.2. The advertising industry has established the National Advertising Division (www.NAD.org), which oversees a self-regulatory process administered by the Council of Better
1. Find advertising-to-sales ratios for four different industries for the past 10 years or more. Try to find as much data as possible for this period, but be sure to find enough data to indicate the trend in advertising-to-sales ratios for each industry. Develop a chart illustrating these trends
1. List all the ways that Red Bull's promotional efforts are unique from those of the mainstream. 2. Which promotional mix elements does Red Bull use? What grade would you give Red Bull on integrating these elements into a core marketing communications campaign? 3. Will Red Bull eventually need to
Describe the decisions marketing managers must make when developing an advertising program.
Discuss the characteristics advertising appeals should possess to be effective.
What are the pros and cons of standardization for international advertising? How do most companies approach the complexities of international advertising?
Discuss the tools used by public relations professionals. Is public relations free promotion for a company?
1. Explain how Twitter makes money through advertising. Find examples of companies using Twitter as a promotional tool. 2. How does social media advertising spending compare to traditional mass-media advertising spending? How likely is it that Twitter can become a media entity rather than just a
1. Visit Yelp and other sites such as Angie's List, RateMDs.com, and Rate My Professor. Are reviewers limited in any way regarding what they can say on such sites? Should they be limited? 2. Discuss the arguments for and against doctors' rights to require medical gag-orders. Recommend how doctors
1. How many households are expected to watch each program?2. Calculate the cost per thousand (CPM) and cost per point (CPP) for each program. How should advertisers use these measures when planning a television media buy?Nielsen ratings are very important to both advertisers and television
1. What factors have played the biggest role in changing the dynamics of Super Bowl advertising in recent years? 2. Discuss the concepts of reach, frequency, and impact as they relate to Super Bowl advertising. How does consideration and planning for these concepts differ between the Super Bowl and
Discuss how the salesperson is a critical link between the company and the customer.
Discuss the activities involved in sales force management?
Discuss the different types of trade sales promotions and distinguish these types of promotions from business promotions.
1. Debate the pros and cons of offering coupons through digital deal-of-the-day Internet sites such as Groupon from the perspective of the businesses offering the deals. 2. Create an idea for a local group-buying promotional service based on Groupon's model as a class project or as a fundraiser
1. What would you do if you were a pharmaceutical sales rep and were told to promote a drug for off-label use? What protections and incentives are available under the Federal False Claim Act to encourage employees to report illegal behavior? 2. What traits and behaviors should an ethical
1. Refer to Appendix 2 to answer this question. Determine the number of salespeople Brown needs if it has 1,000 retail customer accounts that need to be called on five times per year. Each sales call lasts approximately 2.5 hours, and each sales rep has approximately 1,250 hours per year to devote
1. When Salesforce.com launched as an Internet-based service, how did that innovation help sales reps to interact better with customers? 2. Describe the differences that Salesforce.com has made for customers NBCU and GE Capital. 3. Consider the selling process. How might any of the Salesforce.com
Define direct marketing and discuss its benefits to customers and companies.
Describe the type of information contained in a company's customer database and how that information is used.
Review the guidelines of the Federal Trade Commission (FTC) on sponsored conversations (www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf) and visit the Word of Mouth Marketing Association's Web site (womma.org) and IZEA's Web site (IZEA.com). Write a report on how marketers can effectively
1. What mobile applications currently exist and what's on the horizon? How many of these applications do you or someone you know use? 2. What are the barriers to adoption of mobile applications? Your smartphone might be the only thing you'll need for locking your door, starting a car, paying for
1. Debate whether or not online retailers should be required to collect state sales taxes. Suggest an equitable solution to this issue. 2. Research online tax rules. Look specifically at the 1992 Supreme Court ruling in Quill Corp. v. North Dakota, on which the current rules are based. Is the
1. Research marketing expenditure trends in social media marketing as well as other forms of online advertising. Compare these trends with traditional advertising media expenditures. Develop a presentation illustrating those trends. 2. Visit www.comScore.com and www.Nielsen.com to learn more about
Name and describe the three stages that marketing strategy and practice often pass through.
Describe market leaders and the actions they can take to maintain that position.
Compare and contrast competitor-centered, customer-centered, and market-centered companies. Which orientation is best?
Form a small group and conduct a customer value analysis for five local restaurants. Who are the strong and weak competitors? For the strong competitors, what are their vulnerabilities?
One source of competitive information is product teardowns. Information such as a bill of materials (BOM)-a listing of all the elements of a product and their costs-can be very useful. Find an example of a product teardown with cost information, and discuss the value of that information for
1. Are automobile manufacturers and their dealerships creating an unfair competitive advantage by not sharing information and special tools with independent mechanics? Write an argument supporting the automakers' actions. 2. What is the status of the Motor Vehicle Owner's Right to Repair Act? If
1. Calculate Walmart's market share in the grocery industry. How much sales revenue is each share point worth in this industry?2. How have traditional supermarkets responded to the threat posed by Walmart's entry into this industry? Suggest strategies to help stem the loss of market share to
Compare and contrast a tariff and a quota.
Discuss the strategies used for adapting products to a global market. Which strategy is best?
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