Principles of Marketing 16th edition Philip Kotler, Gary Armstrong - Solutions

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One way to analyze the cultural differences among countries is to conduct a Hofestede analysis. Visit geert-hofstede.com/ to learn what this analysis considers. Develop a presentation explaining how three countries of your choice differ from the United States when analyzed using this method.
1. Visit www.ikea.com and compare a catalog from one country to that of another. What differences do you notice? Can you discern that some photos are 3-D mockups instead of real rooms with furniture? 2. Note the prices of some of the products. Convert some of the foreign prices to U.S. dollars and
1. Should the U.S. government make laws that favor some countries and impact the United States and other countries so dramatically? 2. Find another example of a U.S. law or trade agreement that encourages or discourages trade with foreign countries. Discuss the positive and negative consequences
Critics claim that advertising and promotion result in higher prices for consumers. Discuss the bases for this claim and how marketers refute them.
What is consumerism? What rights do consumers have, and why do some critics feel buyers need more protection?
What is environmental sustainability? How should companies gauge their progress toward achieving it?
Describe the two philosophies regarding what principle should guide companies and marketing managers on issues of ethics and social responsibility.
Conduct an online search for "green awards" to learn about the various awards programs recognizing environmental consciousness and sustainable practices. Select one that recognized a business for a sustainable marketing practice and develop a brief presentation explaining why the company received
Many consumers want to recycle, but varying rules across localities make it difficult for consumers to know if something is recyclable. Voluntary "How2Recycle" labels are starting to appear on products to help consumers. Visit www.how2recycle .info to learn about these voluntary labels and the
1. Search the Internet for more examples of compostable packaging. Discuss three of them. 2. Is corn-based compostable packaging a sustainable solution to replace petroleum-based plastic packaging? Discuss the pros and cons of this alternative. Corn-based packaging is hitting the shelves for
1. Describe two examples of mobile apps for health-care providers. 2. Is regulatory approval of medical mobile apps necessary? Will the FDA's requirement for approval constrain innovation? Explain. With the explosion of mobile devices and apps, it's not surprising that medical apps are taking off.
1. Most large egg farmers sell eggs directly to retailers. What is the farmer's price per dozen to the retailer for both conventional and organic eggs if the retailer's margin is 20 percent based on the retail price?2. How many dozen eggs does a conventional farmer need to sell to break even? How
Describe the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
What is customer-engagement marketing? Describe an example of a brand that engages customers well.
Select a publicly traded company and research how much was spent on marketing activities in the most recent year of available data. What percentage of sales does marketing expenditures represent for the company? Have these expenditures increased or decreased over the past five years? Write a brief
1. Debate whether these new features in game consoles are enough to survive against the growth of smart phone and tablet apps that offer free or inexpensive games. 2. Brainstorm three new game console features incorporating digital, mobile, or social media technology to encourage consumer
1. Visit www.theacsi.org and learn about the American Customer Satisfaction Index (ASCI). Write a report explaining the index and compare indices for five different industries along with the national average. Are there differences in customer satisfaction across industries? Explain why or why not.
1. Give examples of needs, wants, and demands that FedEx customers demonstrate, differentiating these three concepts. 2. Describe FedEx in terms of the value it provides customers. How does FedEx engage customers? 3. Evaluate FedEx's performance relative to customer expectations. What is the
Explain how marketing plays a key role in an organization's strategic planning.
1. Explain which product/market expansion grid strategy PC-makers are currently pursuing to deal with the threat of post-PC mobile devices. Is this a smart strategy? 2. Discuss how companies such as HP and other PC-makers can adapt to and capitalize on new online, mobile, or social media
In 2013, McDonald's reported profits of almost $6 billion on sales of $28 billion. For that same period, Burger King posted a profit of almost $234 million on sales of $1.1 billion. So McDonald's is a better marketer, right? Sales and profits provide information to compare the profitability of
1. Write a market-oriented mission statement for Dyson. 2. What are Dyson's goals and objectives? 3. Does Dyson have a business portfolio? Explain. 4. Discuss Dyson's marketing mix techniques and how they fit within the context of its 5. Is Dyson a customer-centered company? Explain.
Name and briefly describe the elements of an organization's microenvironment and discuss how they affect marketing.
Who are the Millennials and why are they of so much interest to marketers?
Research a current or emerging change in the legal or regulatory environment affecting marketing. Explain its impact on marketing and how companies are reacting to the law or regulation.
1. Discuss the value of social data for marketers.2. A "dark social channel" refers to a private channel or a channel difficult to match with other digital channels. An example of a dark channel is e-mail. However, Google routinely mines its roughly half a billion Gmail users' e-mails. Research how
Does a company "publicly perform" a copyrighted television program if it is distributed to paid subscribers over the Internet? That is the issue behind the American Broadcasting Companies, Inc. v. Aereo, Inc. lawsuit before the Supreme Court. It is illegal to retransmit copyrighted television
1. What micro environmental factors have affected Sony's performance since 2000? 2. What macro environmental factors have affected Sony's performance during that period? 3. What stands in the way of Sony's success today?
What is ethnographic research and how is it conducted online?
1. What should market researchers do in situations such as those described? Visit www.iccindiaonline.org/policy_state/esomar.pdf and discuss whether the International Code of Marketing and Social Research Practice provide guidance in dealing with such issues. 2. Describe an example in which
1. Discuss ways that Oracle could provide client customers with the ability to form better relationships with customers.2. Discuss the similarities and differences between big data and the more traditional marketing research concepts found in Chapter 4.3. Does competition from small start-ups
Malcolm Gladwell published a book entitled The Tipping Point. He describes the Law of the Few, Stickiness, and the Law of Context. Research these concepts and describe how understanding them helps marketers better understand and target consumers.
What buying factors are most likely affecting consumers who purchase luxury bottled water? Water is water, right? Not so! The maker of Beverly Hills 90H20 bills its "champagne of waters" as "The World's First Sommelier-Crafted Water." Champagne producers in France (the only region that can legally
1. Analyze the buyer decision process for a pet insurance customer. 2. Is the decision to buy pet insurance strictly an economic decision? Explain. 3. Explain how both positive and negative attitudes develop toward a brand like VPI. How might VPI change consumer attitudes toward the brand? 4. What
List the steps for a typical new task buying process. What is product value analysis and in which step of the buying process does it occur?
Discuss the advantages of e-procurement to both buyers and sellers. What are the disadvantages? Many businesses outsource certain functions to save costs. For example, your university may contract with Barnes & Noble to run its bookstore or Aramark for its foodservice. One teaching hospital in New
1. Research the Travel Act and the Foreign Corrupt Practices Act (FCPA). Explain how the Security and Exchange Commission could file charges under the FCPA if this was not a bribery case involving a foreign government. 2. What would you do if your supervisor directed you to bribe other businesses
1. What do the six digits of the NAICS code represent? What industry is represented by the NAICS code 721110? How many businesses comprise this code?2. How can marketers use NAICS codes to better deliver customer satisfaction and value?
Discuss the criteria that should be evaluated in determining which differences a company should promote in its products.(Objective 4) (AACSB: Written and Oral Communication)
1. Which market targeting strategy is Dove following? Justify your answer. 2. Write a positioning statement for Dove Men Care. 3. Can Dove and Dove Men Care continue to succeed as side-by-side brands? Why or why not?
Discuss how service providers differentiate their services from those of competitors and provide an example of each.
Want to monitor your dog's health and fitness? Now you can with devices like Whistle and Voyce, wearable bands placed around a dog's neck like a regular collar. Only this is no regular collar. It monitors your pooch's vital signs, such as heart and respiratory rates and calories burned. You can
1. What is it about Starbucks that allows the company to sell a gift card for $50 more than the $400 in merchandise the card can purchase? Should a brand be allowed to do that? 2. How has Starbucks positioned its brand? Could this premium gift card offer or $7 cup of coffee harm Starbucks' brand
1. What brand development strategy is Kellogg's undertaking?2. Assume the company expects to sell 5 million packages of Pop-Tarts Gone Nutty! in the first year after introduction but expects that 80 percent of those sales will come from buyers who would normally purchase existing Pop-Tart flavors
1. What benefits does Target receive from its store brands? 2. Is Target's store brand strategy working? Explain. 3. What could Target do in the future to further develop strengths in store brands? 4. What potential problems does Target face in continuing its focus on store brands? Target is the
What activities are performed in the marketing strategy development step of the new product development process? What is required in a good marketing strategy statement?
It appears that the sky is the limit regarding ideas for smart phone/tablet apps. In a small group, create an idea for a new app related to (1) business, (2) health; (3) education, (4) sports, and (5) shopping.
In what stage of the product life cycle is the Reading Rainbow television program? Has the mobile app changed that? Explain.You may have grown up watching LeVar Burton on PBS's Reading Rainbow show. He hosted the children's educational show for 26 years and now has taken it mobile. Burton purchased
1. What types of fixed costs are associated with this service? Estimate the total fixed costs for this additional service, and, assuming a contribution margin of 40 percent, determine the amount of sales necessary to break even on this increase in fixed costs to offer this additional service. 2.
1. Based on concepts discussed in this chapter, describe the factors that have contributed to 3M's new product success. 2. Is 3M's product development process customer centered? Why or why not? 3. Considering the product life cycle, what challenges does 3Mface in managing its product portfolio? 4.
1. Is it ethical for game producers to use game playing data to encourage consumers to spend more? Explain why or why not. 2. Is this similar to the "freemium" model used by many U.S. game producers? Explain this model and discuss examples of games that use this model. Consumers love to play
Many luxury sheets cost less than $200 to make but sell for more than $500 in retail stores. Some cost even more-consumers pay almost $3,000 for Frett'e "TangeriPizzo" king-size luxury linens. The creators of a new brand of luxury linens, called Boll & Branch, have entered this market and are
1. Based on the concept of customer value-based pricing, explain Spirit Airlines' success. 2. Does Spirit Airlines employ good-value pricing or value-added pricing? Explain. 3. Does Spirit's pricing strategy truly differentiate it from the competition? 4. Is Spirit's pricing strategy
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.
Should a company always respond to a competitor's price cut, and what options are available if it does decide to respond?
Briefly discuss the major policy issues across levels of the channel of distribution.
1. No U.S.-based automotive manufacturers were victimized by this price-fixing scheme by Japan-based suppliers selling to Japan-based buyers in the United States. Should companies from different cultures that seem to accept such practices be punished so severely? 2. Discuss other recent examples
1. If the company's original contribution margin was 40 percent, calculate the new contribution margin if price is increased 10 percent. Refer to Appendix 2, marketing by the Numbers, paying attention to endnote 6 on the price change explanation in which the analysis is done by setting price equal
1. What challenges does Coach face relative to pricing its vast product line? 2. Based on principles from the chapter, explain how price affects customer perceptions of the Coach brand. 3. How has increased competition at Coach's price points affected the brand's performance? 4. Will the plan
Describe how marketing channel members add value in the channel of distribution between manufacturers and consumers.
1. Write a brief report on the Bangladesh Accord on Fire and Building Safety proposed by Industrial. Which retailers signed onto the agreement and why have some U.S. retailers refused to sign the pact? 2. Should retailers be responsible for safety conditions in garment factories in other
1. If Tyson's contribution margin is 30 percent on this product, what increase in sales will it need to break even on the increase in fixed costs to hire the new sales reps? 2. How many new retail accounts must the company acquire to break even on this tactic? What average number of accounts must
1. As completely as possible, sketch the value chain for Corning from raw materials to finished consumer goods. 2. Is Corning a producer, a consumer, or an intermediary? Explain. 3. Discuss Corning's channel management procedures. Do Apple and Samsung have similar procedures in place? 4. Identify
Explain how retailers can be classified based on the amount of service offered and give an example of each retailer type.
Compare and contrast brokers and agents with merchant wholesalers.
1. Find an example of a local retailer in your community that uses online, mobile, and social media marketing. Interview the owner of the store or restaurant and ask about the challenges and successes they've experienced when implementing this strategy. 2. Create a presentation to give to local
1. According to the principles of retail strategy, how did Sears once become the nation's biggest retailer? 2. According to these same principles, how did Sears lose its once-commanding market position? 3. What is the relationship between the current Sears corporate strategy and its marketing
What is the Federal Trade Commission's three-day cooling-off rule? Why was it put in place?
1. Find examples of native advertising on various publishers' Web sites. Create a presentation with screen shots showing the content and how it is identified. Has the content been shared with others via social media? 2. Debate whether or not the FTC's current regulations and guidelines regarding
1. Since lighter skin and skin whitening are popular in Thailand, is it wrong for marketers to offer and promote products that encourage this belief and behavior? Explain why or why not. 2. Find other examples of marketers creating controversy by promoting culture-based products that could be
Find industry advertising-to-sales ratio data. Why do some industries have higher advertising-to-sales ratios than others? Using the percent of sales method, an advertiser sets its budget at a certain percentage of current or forecasted sales. However, determining what percentage to use is not
1. Which promotional mix elements does Snickers use? 2. How does this Snickers campaign demonstrate the characteristics of integration? 3. What grade would you give Snickers on integration effectiveness? 4. What challenges does Mars Inc. face in maintaining the success it has achieved with the
Describe the major elements of a firm's advertising strategy.
Compare and contrast advertainment and branded entertainment.
Why has measuring advertising effectiveness become so important? What types of advertising results do marketers measure and what are the issues related to this assessment?
According to a recently released study, mascots create more social media buzz than do celebrity endorsers. For example, in the study, the Pillsbury Doughboy scored 10 (highest on the scale) and LeBron James scored 1. In a small group, find an example of another company using a mascot to create
The Public Relations Society of America (PRSA) awards the best public relations campaigns with Silver Anvil Awards. Visit www.prsa.org/Awards/Search and review several case reports of previous winners. What does the field of public relations seem to encompass? Write a report on one of the award
1. Compare and contrast Facebook's, Google's, and Twitter's ad networks. Which is most effective for advertisers?2. Mobile advertising is one of the fastest growing sectors of digital advertising, but how is mobile advertising effectiveness measured? Research this issue and create a report of your
1. Watch the 60 Minutes interview at www.cbsnews.com/news/amazons-jeff-bezos-looks-to-the-future/. Is it ethical for companies to use the media this way to gain favorable exposure? Did Jeff Bezos acknowledge the fact that drones are not feasible any time soon? 2. Create a presentation of the
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. Why has Allstate's "good hands" slogan withstood the test of time to become advertising's longest-running slogan? 2. Analyze Mayhem ads based on the process of creating an advertising message as outlined in the text (for Mayhem ads, check out www.allstate.com/mayhem-is-everywhere.aspx). 3.
Compare an inside sales force and an outside sales force. Why might a company have both?
Find an example of each type of consumer sales promotion tool. Explain how you obtained the promotion (that is, how did the marketer distributes it to consumers?) and what you think the marketer was trying to achieve with the sales promotion tool.
1. Compare SunGard's sales force structure before and after the transformation. 2. What are the positive and negative aspects of SunGard's new sales force structure? 3. How would the challenges faced by SunGard have impacted sales productivity had the company not initiated its transformational
List and briefly describe the various forms of direct digital and social media marketing.
Name and describe the two main forms of online advertising.
List and briefly describe the major traditional forms of direct marketing.
In a small group, design and deliver a direct response television ad (DRTV) for a national brand not normally associated with this type of promotion, such as an athletic shoe, automobile, or food product.
Develop a presentation about phishing. In your presentation, define phishing, show three examples (search Google Images for phishing examples), and discuss how consumers and businesses used in scams can protect themselves.
1. What local businesses in your community are using online, social media, and/or mobile marketing? Interview the owner or manager of one of the businesses to learn how the business uses these marketing activities and discuss their satisfaction with them. 2. Mobile marketing can be confusing for a
1. How much is spent on mobile marketing and what is the growth rate of expenditures in this medium? Compare those expenditures to spending in other advertising media.2. How are marketers measuring the return on investment in mobile advertising? Develop a presentation suggesting metrics that
1. Analyze the forces in the marketing environment that have contributed to Pinterest's explosion in popularity. 2. Why has Pinterest demonstrated such a high influence on consumers' decisions to purchase products? 3. Discuss ways that companies can use Pinterest to build their own brands and
Briefly describe the activities involved when conducting a competitor analysis.
Describe the three winning strategies suggested by Michael Porter. What is the losing strategy identified by Porter?
1. How is Facebook Login expanding the total demand for social networks?2. A major criticism of social logins is consumer privacy. How has Facebook addressed this issue, and do you think it will hurt the company's competitive advantage in this area?How many times have you left a Web site or app
1. Refer to Appendix 2, Marketing by the Numbers, and calculate Nestlé's Pure Life and the company's overall market share in the bottled water industry. 2. How much revenue does one market share point represent in this industry? Assuming total market sales remain the same, what sales must
1. How would you classify L.L.Bean in terms of competitive position? Why? 2. Is L.L.Bean a market-centered company? Support your answer. 3. Evaluate L.L.Bean according to Treacy and Wiersema's value disciplines. 4. Can L.L.Bean continue to maintain its customer focus while simultaneously focusing
Discuss how companies manage their international marketing activities.
What is a free trade zone? Give an example of a free trade zone and research how successful it has been.
1. Should pharmaceutical companies be granted patents in less developed countries? Debate both sides of this issue.2. Discuss another example of multinational companies having difficulty expanding into India.India's Supreme Court delivered what might be the final nail in the coffin of

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Principles of Marketing 16th edition Philip Kotler, Gary Armstrong - Solutions

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