New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
marketing
Principles of Marketing 17th edition Philip Kotler, Gary Armstrong - Solutions
Take a look at Wendy's (www.wendys.com). How is this company attempting to set itself apart from its primary competitors of McDonald's (www.mcdonalds.com) and Burger King (www.burgerking.com)? What publics does it appear to be concentrating on? Why do you believe this is the case?
Most students taking this class and reading the text have probably never watched Spanish language programming. But as the Hispanic population in the United States has grown at a feverish pace, one conglomerate has gone about its business quietly. In the process, Univision Communications, Inc. has
After reviewing the tutorials on www.internetsociety.org/your-digital-footprint-matters, do you plan to alter your online habits? Are you concerned about your digital footprint and the data trail you leave behind, and do you plan to actively manage them? Why or why not?
Debate whether it is ethical for marketers to use metadata to link individual consumers with specific credit card transactions?
Marketers make heavy use of both primary and secondary data. What is primary data? What is secondary data? What are possible benefits or drawbacks of using each of these data types?
Suppose you are conducting market research for your favorite soda brand. Sales have been lagging for two quarters, and you are determined to find out why. You decide to host an in-person focus group to gain customer insights into your brand's current product offerings. You are also interested in
Conduct an online search to learn more about the marketing research industry. Develop a presentation describing the variety of jobs in the marketing research field along with the compensation for those jobs. Create a graphical representation to communicate your findings?
Secondary data consist of information that already exists somewhere, having been collected for another purpose. One of the main sources of secondary data is the U.S. Census. Take a look at the 2010 Census (www.census.gov/2010census/). Find data that is relevant to your home state and/or community.
Define the consumer market and describe the four major sets of factors that influence consumer buyer behavior. Which characteristics influenced your choice when deciding on the school you would attend? Are those the same characteristics that would influence you when deciding what to do on Saturday
Digital influencers can shape consumer product acceptance and adoption. Discuss the process of making a purchase through a podcast, blog, or social media account based on the recommendation of a digital influencer. Are sponsored content, paid advertisements, unpaid advertisements, or product
Discuss the ethical issues surrounding the bottled water industry?
Briefly describe the four psychological factors influencing consumer buyer behavior. Explain their importance to marketers?
Researchers study the role of personality on consumer purchase behavior. One research project-Beyond the Purchase-offers a range of surveys consumers can take to learn more about their own personality, in general, and their consumer personality, in particular. Register at www.beyondthepurchase.org/
Discuss the steps of the consumer buying process for a new product. Next, identify a new product that you have recently adopted into your daily lifestyle. What is the new product that was adopted? As a consumer, did you use the adoption stages as outlined in the chapter? Why or why not?
Choose the specific factor (for example, culture, family, occupation, attitudes) that most accounts for the blue/pink toy aisle phenomenon. Explain the challenges faced by Goldie-Blox in attempting to market toys that "swim against the stream" or push back against the forces of that factor? While
Age and lifecycle changes have a dramatic impact on the many types of products we purchase and consume. Go to Jeep's Web site (www.jeep.com) and examine their complete product offering. How has Jeep tried to reach consumers of all ages and stages of the lifecycle, especially mature consumers?
1. What social and personal factors might influence the purchase of a DVR or a streaming option? 2. How would you market this product in order to create a need in the consumer's mind? When asked about their least favorite aspect of TV viewing, most people say it's the commercials. Although most
Research mobile procurement and discuss the roles in the buying center that are impacted most by this technology?
Research what constitutes a healthy lunch in a public school system. Should food companies selling to school systems take responsibility for working with buyers to address this issue? Why or why not?
How can food marketers go about helping schools to meet the national guidelines for healthy school lunches? What are the benefits of doing so?
List the participants in the business buying process. What factors influence the buying decision? Discuss the major influences on business buyers.
Business buying can be a very involved process. Many companies employ procurement or purchasing experts dedicated to managing the firm's buying process. Visit www.glassdoor.com/salaries and www.indeed.com/salary to conduct a search of the salary ranges for "procurement specialists" and similar
1. Compare and contrast the nature of the business market structure and demand relative to consumer market structure and demand for a specific P&G product.2. For the same product, discuss the differences in the types of decisions and the decision process for business and consumer markets.3.
How does Groupon use target marketing? Provide examples. Discuss the ways in which small businesses can utilize local social media marketing in your community.
Do you use Groupon? Is it effective in helping local businesses to meet the challenges of local marketing? Why or why not?
Discuss how companies can reach their teen markets using socially responsible target marketing. Cite an example of a company being responsible in targeting teens and another example where a company is not responsible? Discretionary income. It's the amount of money we have left over after paying for
The bombardment of commercial messages is turning teens into some of the most sophisticated and skeptical consumers in the world, increasing their resistance to conventional advertising tactics. As this highly sought-after teen target market ages, how can marketers prepare to tap into the consumers
How is demographic segmentation used in consumer markets? Provide an example where marketers have used demographic segmentation.
Discuss the challenges marketers face with international market segmentation?
Identify a product you use every day. Assume you are the marketer of the product and want to convey the ways your product differs from competing products in the marketplace. Create a differentiation strategy to promote your product and create a competitive advantage?
What are the potential issues for Virgin America following the Alaska Airlines acquisition? Will Virgin America continue to appeal to the same types of customers? Why or why not? There are far more failures among airline startups than there are successes. In the past few decades, the most notable
Review the requirements for effective market segmentation. Now, log on to Napster (www.napster.com/). How are they attempting to segment their markets? Rate Napsteron each of the five requirements for effective segmentation. Do you believe they are doing a good job on each? What suggestions for
Lifestyle segmentation has many potential advantages. Your text discusses how lifestyle segmentation has been used by the cruise industry by citing Royal Caribbean and Regent Seven Seas as examples. Go to the home pages of three additional cruise lines and discuss how each uses lifestyle
What are customers really buying when they purchase a Petnet-Smart-feeder? Identify the core, actual, and augmented product levels for this product.
Discuss brand equity and brand value. How do marketers use these concepts to build powerful brands?
What kind of product is Petnet's Smart feeder? How should this type of product be marketed?
1. How do the four characteristics of services apply to Airbnb? How does Airbnb deal with each characteristic? 2. Apply the service profit chain concept to Airbnb. 3. How does Airbnb differentiate its offer, delivery, and image? 4. How much of a threat is competition to Airbnb? 5. Will Airbnb last
In many parts of the world, birth control is an unsought product. Assume you have been given the task of promoting birth control in a region of the world where it has traditionally been unused. How would you attempt to make inroads?
Restaurants embody many of the fundamental service characteristics discussed in the chapter. Everyone is familiar with fast food and McDonald's. Visit a local McDonald's (or other fast food establishment) and discuss the basic characteristics of service you experienced?
Why do so many new products fail?
In small groups, research driverless cars. In what stage of the new product development process are driverless cars? What challenges are companies such as Google, Apple, Amazon, and Ford facing in getting this product to the launch stage?
1. How is Bose unique with respect to product life-cycle management? 2. With respect to the product life cycle, what challenges does Bose face in managing its product portfolio? 3. Can Bose continue to maintain its innovative culture without Amar Bose? The Bose Corporation has been around since the
Take a look at the Tesla electric car (www.teslamotors.com/). How is this company striving to build excitement and demand for its all-electric sports car?
Research the bottled water market. Check out the Web sites for Evian (www.evian.com/en_us/), Aqua Pacific (www.aquapacific.com), Mountain Valley Spring Water (www.mountainvalleyspring.com), and Perrier (www.usa.perrier.com). What stage of the PLC would you say bottled water occupies? How is each of
Why is finding and implementing the right pricing strategy critical to a company's success?
When loved ones are critically ill, what are families willing to pay to keep them on a path to improved health? In 2015, Turing Pharmaceuticals found itself in the middle of a controversial issue when it purchased an existing drug-Daraprim-from another pharmaceutical company. Daraprim has been
According to one Harvard Business Review article (see www.hbr.org/2015/09/its-time-to-rein-in-exorbitant -pharmaceutical-prices), over the past five years returns for the S&P Pharmaceuticals Select Industry Index have been virtually doubled those of the broader S&P 500 (roughly 24 percent versus 12
What is cost-based pricing? How do companies use fixed and variable costs in cost-based pricing models?
Define price elasticity and discuss why it is important for marketers to understand this concept?
Your company has developed a new weight-loss breakfast shake that has proven to be successful in the test market phase. Users have experienced an average weight loss of two pounds per week. You hold a patent on the product. The cost to produce the shake is relatively low, with total manufacturing
1. Does Trader Joe's employ good-value pricing or value-added pricing? Explain. 2. Is Trader Joe's pricing strategy sustainable? Explain. Trader Joe's unique price and value strategy has made it one of the nation's fastest-growing, most popular food stores. Trader Joe's understands that success
Take a look at The Poisoned Pen (www.poisonedpen.com/), a small independent bookstore located in Scottsdale, Arizona. Their motto is "It's more than a bookstore, it's an experience." Look around their website. Read the blog by Barbara, the owner. See what authors are scheduled to appear and sign
Your text talks about Whole Foods Market, the upscale grocery retailer. You can explore the company and products at www.wholefoodsmarket.com. Take some time to learn about the types of products offered and the product information provided. The website is full of information about product lines,
Week after week, consumers shop for many of the same groceries. At some point, the product may be priced the same and look the same as before but with less in the package. If consumers are not made aware of the change, is this deception? Is this different from deceptive pricing? Over the past
Develop a list of the products you buy from a grocery store, dollar store, or convenience store where one of two things has occurred: The price has increased or the quantity in the package has decreased. Were you aware of the changes? Explain.
What is psychological pricing and how is it used by sellers? Give an example.
Bridgestone Corporation, the world's largest tire and rubber producer, recently agreed to plead guilty to price-fixing along with 25 other automotive suppliers. What is price-fixing? Discuss other recent examples of price fixing.
1. Relative to customer value, explain customers' willingness to pay premium prices for Lululemon's products. 2. Could Lululemon have achieved the same level of success had it executed an alternative pricing strategy? 3. Can Lululemon continue to succeed with the current premium-pricing strategy?
Take a look at Zenith watches (www.zenith-watches.com). Take time to fully explore the company and the product offering. Next, look up two or three merchants that carry the Zenith brand. Discuss the pricing strategies you believe Zenith is employing?
Research GlaxoSmithKline, the pharmaceutical company. Now, go to their Web site (www.gsk.com) to learn about the company. Pay particular attention to sections dealing with corporate responsibility, marketing practices, and their stand on providing medicine to underprivileged individuals and
Is it ethical that the trucking industry wants the hours-of-service rules repealed? Why or why not.
What channel design decisions do manufacturers face for maximum effectiveness?
Multimodal transportation is a crucial component of the logistics industry. Search the internet to find the largest multimodal facilities in the United States. Review the key features offered at these terminals and report your findings on their similarities and differences?
Conduct your own research to learn more about Fabletics. Discuss how Fabletics is meeting customer needs through its value delivery network. What controversy surrounds the company?
1. As completely as possible, sketch the value delivery network for Apple Pay. 2. With respect to Apple Pay, is Apple a producer, a consumer, or an intermediary? Explain. 3. Identify all the reasons why Apple's partnerships are essential to the success of Apple Pay. After years of predictions that
Read about Starbucks' commitment to helping out indigenous farmers in underdeveloped countries (www.starbucks.com). After reading, write up your interpretation of the full distribution channel-from beans in the field to company headquarters?
Many online travel intermediaries have popped up since the internet went public in the mid-1990s. Travelocity, Orbitz, Cheaptickets, Hotwire, Priceline, and others have succeeded in disintermediating the travel business and nearly extinguishing the traditional travel agent. But what happens when an
Define omni-channel retailing and explain its connection to shopper marketing?
If Selfycart or a similar mobile checkout app was available at your grocery store, would you use it? What benefits would you gain by using this new technology? Discuss the challenges you would face.
Is it ethical for retailers to create a promotion but not have sufficient merchandise for all shoppers who want to buy the items? The Lilly Pulitzer brand of brightly colored dresses and resort-themed designer items is the uniform of the preppy, Palm Beach set. Indeed, only select young women
Is it smart for Target to create such shopping frenzies even though some customers are dissatisfied? Explain why or why not.
If this company's stock-turn rate was 3.5 last year, is the stock-turn rate calculated above better or worse? Explain.
In a small group, present a plan for a new retail store. Who is the target market? Describe the merchandise, atmospherics, price points, services provided, location, and how you would promote your retail store. Describe how you will differentiate your store from competitors.
Investigate the Selfycart app. What benefits and challenges will stores face in introducing Selfycart or any other mobile checkout app? The convenience of running to the store for a few grocery items can be hampered by long checkout lines. The creative geniuses at Selfycart solved this issue by
1. Define Bass Pro Shops' targeting strategy. Does the chain provide a truly differentiated experience? 2. Describe how Bass Pro Shops became the nation's leading outdoor retailer based on the retail marketing mix. 3. It terms of the major types of retailers, how would you classify Bass Pro
Traditional department stores have had a hard go of it in recent years. It seems as though they keep seeing their business being siphoned off by either the specialty stores or the discounters. Review Table 13.1. If you were hired by Macy's (the nation's largest department store) to advise them on a
Consider both Walmart (www.walmart.com) and Amazon (www.amazon.com). In what ways do these two companies compete? Compare them using the variables of the marketing mix. Which do you believe has the upper hand? Why?
Research the internet for more information on how TOMS engages consumers using promotion tools. Choose two specific campaigns and evaluate TOMS's promotion strategies for both?
What is integrated marketing communications (IMC), and how does a company go about implementing it?
How does a company determine its promotional budget?
In a small group, select an advertisement that appropriately addresses each aspect of the communication process shown in Figure 14.2. Illustrate how each element is represented in the company's advertisement. Discuss how the advertisement, by itself, does or does not constitute effective marketing
Explain how TOMS used public relations for the #without shoes campaign as part of the company's promotion mix. It what ways did this tool helped promote TOMS? Blake Mycoskie launched TOMS with a commitment to donate one pair of shoes for every pair sold. In May 2015, TOMS took to the social media
1. Which promotional mix elements does Volvo Trucks use? 2. How does the "Live Tests" campaign demonstrate the characteristic of integrated marketing communication? What grade would you give "Live Tests" on integration effectiveness? 3. Is the consumer marketing approach taken by "Live Tests"
Sea Ray is one of today's most successful manufacturers of sport boats, cruisers, and yachts. They have models ranging from a small 17-foot sport boat up to a 61-foot motor yacht. Take a look at the company (www.searay.com/index.asp). Learn about their product offerings. Most importantly, learn and
Search the internet to find examples of native advertising or other sponsored content. Could such content mislead consumers? Are companies responsible for ensuring consumers understand and can distinguish between sponsored content and other content? Explain. Native advertising-articles paid for
Are the FTC's current regulations and guidelines regarding online advertising adequate for regulating native advertising and sponsored content? Is it likely that the FTC will issue new guidelines or regulations? Explain.
By what primary purposes are advertising objectives classified? Explain. Provide two examples of each.
Discuss how marketers can break through the cluttered advertising environment?
What is an advertising agency? Discuss the changes in advertising agencies today compared with how they operated in the past?
Search YouTube for three of your favorite television commercials, each using a different execution style. For each ad, identify the execution style used and the audience targeted. Is it a good ad? Be prepared to present the commercials and support your conclusions.
In early 2016, the Wounded Warrior Project suffered a major blow to its fundraising when reports surfaced suggesting that the nonprofit organization spent too much of its money on travel, conferences, and high-end events rather than direct assistance to wounded veterans. Research this case. Was the
Examine the advertising for cigarettes over time. Spend some time researching how advertising for cigarettes has changed over the past 50 years. Look at old ads from the 1950s and 1960s and compare them with modern ads. How has the message changed? During which time frame do you believe the
Comparative advertising can be a very powerful form of advertising-if used correctly. Watch some of the Apple iMac ads comparing (favorably) a Mac to a PC. Discuss what makes these ads so effective. (You can find many of the ads on Apple's Web site: www.apple.com.)
The profitable growth potential for Snip-Snap is in the enterprise market where it provides mobile promotion services to retailers. Snip-Snap is working with retailers to create and manage geo-conquesting campaigns. Research what this is and create a presentation explaining how it works?
A company's sales force creates and communicates customer value by personally engaging customers and building customer relationships. With its Market Basket approach, was Staples focusing on building customer value and relationships? Explain.
What is social selling, and how is it affecting the sales function in organizations?
What is sales promotion? Discuss its growth as a short-term consumer promotion tool.
Consider that you are a salesperson for the local Toyota dealership. A young, newly married couple enters the lot. Walk us through the personal selling process, using this couple as your target?
Rent the classic movie Death of a Salesman. This was originally a play on Broadway authored by Arthur Miller, in 1949. It was later made into a successful movie. Watch it and review the approach to selling discussed?
Discuss advantages and disadvantages of "Buy" buttons for social media sites like Pinterest and search engines like Google. What are the advantages and disadvantages for marketers making their goods available through "Buy" buttons on these sites?
Showing 11300 - 11400
of 13098
First
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
Last
Step by Step Answers
Get 50% OFF
Claim Now
