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Marketing 5th edition Dhruv Grewal, Michael Levy - Solutions
When consumers buy a new notebook computer, what sort (internal vs. external) of information search would they conduct? If you were a marketing manager for Sony, how would you use this information?
Explain the factors that affect the amount of time and effort that a consumer might take when choosing an oral surgeon to get his or her wisdom teeth removed. How would your answer change if the consumer were looking for a dentist to get a cleaning? How should the office manager for a dental
When evaluating different alternatives for a Saturday night outing at a fine restaurant, explain the difference between the universal set, the retrieval set, and the evoked set. From which set of alternatives will the consumer most likely choose the restaurant?
What can retailers do to make sure they have satisfied customers after the sale is complete?
Tazo makes a blend of exotic green teas, spearmint, and rare herbs into a tea called Zen. Using Maslow's hierarchy of needs, explain which need(s) are being fulfilled by this tea?
You recently were invited to a formal event at the home of the president of your university. You decide such an event warrants a completely new outfit. Describe three social factors that might influence your purchase decision?
Trek has designed a new off-road bicycle designed to stand up to the rugged conditions of trail riding. Develop a theme for an advertising strategy that ensures all three components of attitude are positively covered?
What can a marketer do to positively influence a situation in which a consumer is ready to buy but has not yet done so?
Visit the Shopkick site (www.shopkick.com) and describe the benefits it offers consumers. How are these offers likely to influence consumers' behavior? Click on "The App" tab. What kinds of need appeals does this company make to encourage shoppers to join?
Customers use a variety of methods to provide feedback to companies about their experiences. Planetfeedback.com was developed as one such venue. Visit its website (www.planetfeedback.com) and identify the types of feedback that customers can provide. Look over the feedback for Verizon by typing
Different companies emphasize different aspects of attitude in making decisions. Explore the Microsoft (www.microsoftstore.com) and Apple (store.apple.com) stores online. Discuss the primary attitude components that they are targeting and how the two stores differ?
Companies often emphasize either the functional or psychological needs their products fulfill. Go to Car and Driver's website (www.caranddriver.com) and identify a luxury car company that emphasizes functional needs and a luxury company that emphasizes psychological needs?
1. Trace how you might go through the steps in the consumer decision process if you were thinking of going on a diet and using any of these diet programs? 2. How have Weight Watchers, Slim-Fast, and Jenny Craig created value? 3. Identify the determinant attributes that set the Weight Watchers' and
Provide an example of each of the four types of B2B organizations?
What are the major differences between the consumer buying process discussed in Chapter 5 and the B2B buying process discussed in this chapter? Use buying a desktop for personal use versus buying over a 100 desktops for a firm to illustrate the key points.
Assume you have written this textbook and are going to attempt to sell it to your school. Identify the six members of the buying center. What role would each play in the decision process? Rank them in terms of how much influence they would have on the decision, with 1 being most influential and 6
Now provide an example of the three types of buying situations that the bookstore at your school might face when buying textbooks?
Finally discuss for which types of products it would do a straight rebuy and for which it would pursue a modified rebuy?
Mazda is trying to assess the performance of two manufacturers that could supply music systems for its vehicles. Using the information in the table below, determine which manufacturer Mazda should use?Performance Evaluation of BrandsIssuesImportance WeightsManufacturer A’s PerformanceManufacturer
Describe the organizational culture at your school or job. How would knowledge of this particular organization's culture help a B2B salesperson sell products or services to the organization?
You have just started to work in the purchasing office of a major pharmaceutical firm. The purchasing manager has asked you to assist in writing an RFP for a major purchase. The manager gives you a sheet detailing the specifications for the RFP. While reading the specifications, you realize that
Ballymaloe Country Relish is an Irish delicacy, sold in find food stores throughout Ireland. For consumers outside Ireland, it also lists various sellers in different countries. Visit ballymaloe country relish, click on "Where Can I Buy," and find the most convenient source for you personally. Why
Siemens worked with the custom motorcycle manufacturer Orange County Chopper to build the Smart Chopper-the first electric motorcycle. Visit www.usa.siemens.com/smartchopper to learn about the specifications and details of this new form of Chopper. How is Siemens using this innovation to improve
1. In pursuing more sustainable production, what steps of the B2B buying process will Levi Strauss need to re-visit? Which are likely to become less important? More important? 2. For this pursuit to be successful, what type of organizational culture should Levi's foster?
What is globalization? Why is it important for marketers to understand what globalization entails?
Now consider the political, economic, and legal systems of China, India, and Brazil? Explain why you think one country might be more hospitable to Moots than the others.
Colgate sells its products in many countries throughout the world. How would you expect its market position to differ in various countries, compared with that in the United States? Consider various areas across the globe in formulating your answer.
CITGO, the petroleum company owned by the Venezuelan government, sells its products throughout the world. Do you anticipate that its market positioning and advertising differ in different countries? Why or why not?
What are the benefits of being able to offer a globally standardized product? What types of products easily lend themselves to global standardization?
What are some examples of companies that use a glocalization strategy?
For many small businesses, the idea of entering a foreign market is frightening. The U.S. national government, as well as most state governments, now offer assistance designed specifically for small-business owners. Visit the website of the Massachusetts Export Center at www.mass.gov/export/ and
Nike is a global brand, yet it alters its promotions to meet local tastes. Go to store.nike.com/gb/en_gb/ and explore the U.K. site. Now go to the U.S. site. How are these websites different?
1. Which sociocultural factors have informed McDonald's global expansion? 2. Describe some of the global distribution strategies that McDonald's uses or might consider using to spread through-out the world. 3. Define the likely global STP strategy for McDonald's. In what ways does it need to vary
What segmentation methods would you suggest for a small entrepreneur starting her own business selling gourmet chocolates? Justify why you would recommend those methods.
You have been asked to identify various segments in the market and then a potential targeting strategy. Describe the segments for a children's clothing store, and then justify the best targeting strategy to use?
What types of products would you use demographic segmentation for? How about psychographic segmentation? Explain how these products differ.
You have been asked to evaluate the attractiveness of a group of identified potential market segments. What criteria will you use to evaluate those segments? Why are these appropriate criteria?
A small-business owner is trying to evaluate the profitability of different segments. What are the key factors you would recommend she consider? Over what period of time would you recommend she evaluate?
Think about the various energy drinks that you and your friends drink (e.g., Red Bull, Full Throttle, and Monster).How do those various brands position themselves in the market?
Put yourself in the position of an entrepreneur who is developing a new product to introduce into the market. Briefly describe the product. Then, develop the segmentation, targeting, and positioning strategy for marketing the new product. Be sure to discuss (a) The overall strategy, (b)
Think of a specific company or organization that uses various types of promotional material to market its offerings. The Web, magazine ads, newspaper ads, catalogs, newspaper inserts, direct mail pieces, and flyers might all be sources for a variety of promotional materials. Locate two or three
You have been hired recently by a large bank in its credit card marketing division. The bank has relationships with a large number of colleges and prints a wide variety of credit cards featuring college logos, images, and the like. You have been asked to oversee the implementation of a new program
Go to the Nielsen Claritas' website (www.mybestsegments.com). Click on the tab that says "ZIP Code Look-Up," then enter your zip code to learn which segments are the top five in your zip code. Follow the links for each of the five most common PRIZM segments to obtain a segment description. Write up
Go to the VALS website (www.strategicbusinessinsights.com/vals/ presurvey.shtml), and click on the link to complete the VALS survey. After you submit your responses, a screen will display your primary and secondary VALS types. Click on the colored names of each segment to get additional information
1. Which types of segmentation strategies does Coca-Cola use to categorize the cola beverage market? 2. Are these types effective in this market? Provide support for your answer.
A large hardware store collects data about what its customers buy and stores these data in a data warehouse. If you were the store's buyer for lawn equipment, what would you want to know from the data warehouse that would help you be a more successful buyer?
Identify a not-for-profit organization that might use marketing research, and describe one example of a meaningful research project that it might conduct. Discuss the steps it should undertake in this project?
Marketing researchers do not always go through the steps in the marketing research process in sequential order. Provide an example of a research project that might not follow this sequence?
A sunglasses retailer is trying to determine if there is a significant market for its merchandise in a specific mall location where it is considering opening a store. Would it be most likely to use primary or secondary data, or a combination of the two, to answer this question?
A consumer package goods company (e.g., Pepsi) has just developed a new beverage. The company needs to estimate the demand for such a new product. What sources of syndicated data could it explore?
A bank manager notices that by the time customers get to the teller, they seem irritated and impatient. She wants to investigate the problem further, so she hires you to design a research project to figure out what is bothering the customers. The bank wants two studies: (a) Several focus groups of
Best Buy has an extensive loyalty program, Best Buy Reward Zone that allows it to track its customers' purchasing habits over time. How can Best Buy use this big data to improve sales?
Suppose your university wants to modify its course scheduling procedures to better serve students. What are some secondary sources of information that might be used to conduct research into this topic? Describe how these sources might be used. Describe a method you could use to gather primary
Manuel is planning to launch a new gourmet taco truck and is trying to decide where he should park his truck and what features and prices would entice consumers. He sends a request for proposal to four marketing research vendors, and three respond, as described in the ¬ table below. Which vendor
Go to the website for the marketing research company Kantar (www.kantar.com/). Click on "Company News," and click on one of the recent press releases. What types of research does Kantar conduct, and what types of insights does it develop for its clients?
The epinions.com website (www.epinions.com) is a clearinghouse for consumer reviews about different products and services. Think of a particular business with which you are familiar, and then review the ratings and comments for that business on the e-opinions website. Discuss the extent to which
1. What are the objectives of AutoTrader.com's marketing research? How have its research projects contributed to the firm's ability to meet these objectives? 2. What methods has AutoTrader.com used to collect data about the effectiveness of dealer advertisements displayed on its site?
LLBean guarantees that its products will last forever. What features of a pair of pants from LLBean would be part of the actual product and which would be part of the associated services?
Classify each of the following products into either convenience, shopping, specialty, or unsought goods: toothpaste, Life insurance, Sharp TV, Eggo Waffles, lettuce, Coach handbag, Adidas Soccer cleats, furniture?
Study the following two product mixes below are provided. Product Mix 1: A, B, C and D are the lines and for Product Mix 2: X, Y and Z are the lines.Which mix has more breath and why? Which mix is deeper and why?
Suppose you are the coffee buyer at Kroger's. There is a strong corporate initiative to increase store label merchandise. Discuss the advantages and disadvantages of offering private label coffee?
Identify a specific brand that has developed a high level of brand equity. What specific aspects of that brand establish its brand equity?
Are you loyal to any brands? If so, pick one and explain why you believe you are loyal, beyond that you simply like the brand. If not, pick a brand that you like and explain how you would feel and act differently toward the brand if you were loyal to it?
Sears owns several store brands, including DieHard, Kenmore, and Craftsman. Each brand features many models that may appeal to various customer groups. Wouldn't it be easier to just identify them all as Sears? Justify your answer.
Do you think all edible items sold in a grocery store should have an ingredient and nutrition label? Consider the perspectives of consumers, the manufacturer, and the store.
You are the brand manager for a firm that makes herbs, spices, and other food additives. You have had complaints from some of your retail outlets that they are finding empty bottles of pure vanilla extract stashed around the store. Apparently, due to the high (35 percent) alcohol content of pure
Visit MAC Cosmetic's website (www.maccosmetics.com/). Identify and briefly describe the depth and the breadth of its product lines?
Go to BMW's website (www.bmwusa.com/) and identify a few recently introduced brand extensions to the marketplace. Discuss whether you believe the brand extension examples you provided will benefit or harm the firm?
1. Visit the company website (www.oprah.com/index.html) and identify and describe the different product lines that it markets? 2. How would you describe its product line breadth? 3. Review the different product categories in each of the company's product lines. Which has the greatest depth? Which
Some people think that a product should be considered "new" only if it is completely new to the market and has never existed before. Describe or give examples of other types of new products?
In what stage of the product life cycle is a new model of a PlayStation 4 video game console? Is Sony's marketing strategy-its four Ps-consistent with the product's stage in its life cycle? Explain.
Android Wear is a new category of wearable computing devices that link to android smart-phones. How quickly do you think this product will diffuse among the U.S. population? Describe the types of people that you expect will be in each of the diffusion of innovation stages.
What are the advantages and disadvantages for companies that are the first to introduce products that create new markets?
Identify and describe the ways that companies generate new product ideas. Which of these ways involve the customer? How can firms assess the value of the ideas that customers generate?
Describe an example of a new product or service that is targeted at the college student market. Using the concept testing discussion in the chapter, describe how you would conduct a concept test for this product or service?
Using the same product or service you used In question 5, use the diffusion of innovation theory, to assess how quickly it will diffuse based on its relative advantage, compatibility, observability, complexity, and trialability?
How does the Internet help companies gain customer input on their existing and new products?
Nature's Path is about to introduce a type of granola and is in the market testing phase of the new product development process. Describe two ways that Nature's Path might conduct initial market testing prior to launching this new product?
As a brand manager at Kimberly Clark, you are responsible for marketing its newest Huggies slip on diaper. How would slotting allowances and trade promotions help promote your product?
Go to www.quirky.com/ and read about how Quirky develops new products. How is this different than traditional new product development?
The automotive industry is constantly adding new and different products and technologies to their cars - both above and under the hood. Conduct an Internet or library database search and discuss two innovative new automotive technologies that are changing the industry?
1. At what stage of its product life cycle is Google Glass? 2. What was the go-to-market strategy for Google Glass, and how successful has it been thus far? 3. How is the product diffusing? At what stage is it in the diffusion curve? Explain your answer. 4. Using the diffusion of innovation theory,
Those companies from which you purchase products and services are not pure sellers of services, nor are they pure sellers of products. What services does a pizza restaurant provide? What goods does the post office provide?
You are hired by a career consulting firm that promises to market new graduates to high-paying employers. The firm provides potential clients with an impressive list of employers. It charges the clients a fee, and then a separate finder's fee if the client gets a position. The firm aggressively
You have been sitting in the waiting room of your mechanic's shop for more than an hour. With the knowledge that products are different from services, develop a list of the things the shop manager could do to improve the overall service delivery. Consider how the shop might overcome problems
You have conducted a zone of tolerance analysis for a local dry cleaner. You find that the length of the reliability and responsiveness boxes are much greater than those of the other three service quality dimensions. You also find that the dry cleaner is positioned above the zone box on reliability
Assume you were hired by the local grocery store to help assess their service quality. How would you go about undertaking this project?
What should a restaurant server do who is faced with a customer who an irate customer who has received undercooked food after a long wait? How can they avoid a service failure by being empowered? What should they do?
What types of support and incentives could your university provide advisors to help make them more attentive to students' needs?
What mobile apps do you use that help facilitate your transactions with a specific retailer or service provider? Would you rather use the technology or engage in a face-to-face relationship with a person? How, if at all, would your parents' answer to these two questions be different?
A local health club is running a promotional campaign that promises you can lose an inch a month off your waist if you join the club and follow its program. How might this claim cause a communications gap? What should the club do to avoid a service failure?
Suppose the health club didn't listen to your advice and ran the promotional campaign as is. A new member has come in to complain that not only did he not lose inches off his waist, he actually gained weight. How should the health club manager proceed?
What services does JetBlue (www.jetblue.com) offer? Go to JetBlue's Web site, click on "About JetBlue," then "Why You'll Like Us." Compare the services of JetBlue and Delta Airlines (www.delta.com). Which would you prefer to fly if the price of a ticket was the same?
Go to Zappos' website, www.zappos.com, and examine its customer service offerings. Next, go to Reseller Ratings, www.resellerratings.com, and look up Zappos. Based on these reviews, does Zappos have a service gap? If so, how can they close it?
1. Using the building blocks (five dimensions) of service quality (see Exhibit 13.4), evaluate Zipcar? 2. Compare Zipcar's service quality performance with that of the most recent car rental service (e.g., Avis, Hertz) that you may have used? 3. How well has Zipcar handled service failure
You and your two roommates are starting a pet grooming service to help put yourselves through college. There are two other well-established pet services in your area. Should you set your price higher or lower than that of the competition? Justify your answer.
Has the Internet helped lower the price of some types of merchandise? Justify your answer.
Imagine that a pharmaceutical company has just developed a cure to a major fatal disease. Because the firm is the only one even close to a cure for this disease, price is inelastic, meaning it could virtually charge any price and people would pay. Discuss the ethical implications of choosing a
One roommate believes the most important objective in setting prices for the new pet grooming business is to generate a large profit while keeping an eye on your competitors' prices; the other roommate believes it is important to maximize sales and set prices according to what your customers expect
Assume you have decided to buy an advertisement in the local newspaper to publicize your new pet grooming service. The cost of the ad is $1,000. You have decided to charge $40 for a dog grooming, and your variable cost are $20 for each dog. How many dogs do you have to groom to break even on the
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