Marketing Research 8th edition Alvin C. Burns, Ann F. Veeck, Ronald F. Bush - Solutions

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The local newspaper ad isn't helping much; so you decide to post your services on an auction site, where customers can bid for your services. What should the starting price of the auction be?
Is there a difference between a $5,900 Loro Piana vicuña sweater and a $150 cashmere sweater from L.L. Bean? Have you ever purchased a higher-priced product or service because you thought the quality was better than that of a similar, lower-priced product or service? What was the product or
A soft drink manufacturer opened a new manufacturing plant in the Mid-East. The total fixed costs are $100 million. It plans to sell soft drinks for $6.00 for a package of 10 12-ounce cans to retailers. Its variable costs for the ingredients are $4.00 per package. Calculate the break-even volume.
On your weekly grocery shopping trip, you notice that the price of spaghetti has gone up 50 cents a pound. How will this price increase affect the demand for spaghetti sauce, rice, and Parmesan cheese? Explain your answer in terms of the price elasticity of demand.
How do pricing strategies vary across markets that are characterized by monopolistic, oligopolistic, monopolistic competition, and pure competition?
Suppose you are in the market for a new Sharp LCD television. You see one advertised at a locally owned store for $300 less than it costs at HHGregg. The salesperson at the local store tells you that the television came from another retailer in the next state that had too many units of that model.
Several different pricing models can be found on the Internet. Each model appeals to different customer groups. Go to www.eBay.com and try to buy this book. What pricing options and prices are available? Do you believe that everyone will choose the least expensive option? Why or why not? Now go to
Prices can vary, depending on the market being served and the novelty of the products. Shape-ways allows anyone to upload a design and get it 3D printed. The best designs then are available to other customers to have printed in a variety of materials. Go to https://www.youtube.com/v/qJuTM0Y7U1k and
1. What benefits do customers receive in return for the sacrifices they make when buying a membership at Planet Fitness? 2. How does this benefit-sacrifice ratio give Planet Fitness a competitive advantage in its industry? 3. Given its price strategy, why is it essential for Planet Fitness to
Suppose you have been hired as the pricing manager for a drugstore chain that typically adds a fixed percentage onto the cost of each product to arrive at the retail price. Evaluate this technique. What would you do differently?
Imagine that you are the newly hired brand manager for a restaurant that is about to open. Both the local newspaper and a gourmet food magazine recently ran articles about your new head chef, calling her one of the best young chefs in the country. In response to these positive reviews, the company
You have been hired by a regional supermarket chain as the candy and snack buyer. Your shelves are dominated by national firms, like Wrigley's and Nabisco. The chain imposes a substantial slotting fee to allow new items to be added to their stock selection. Management reasons that it costs a lot to
Some high fashion retailers, notably H&M and Zara, sell what some call "disposable fashion"-apparel priced so reasonably low that it can be disposed of after just a few wearings. Here is your dilemma: You have an important job interview and need a new suit. You can buy the suit at one of these
A phone manufacturer is determining a price for its product using a cost-based pricing strategy. The fixed costs are $100,000, and the variable costs are $50,000. If 1000 units are produced and the company wants to have a 30 percent markup, what is the price of the phone?
Identify two stores at which you shop, one of which uses everyday low pricing and another that uses a high/low pricing strategy. Do you believe that each store's chosen strategy is appropriate for the type of merchandise it sells and the market of customers to whom it is appealing? Justify your
As the product manager for Whirlpool's line of washing machines, you are in charge of pricing new products. Your product team has developed a revolutionary new washing machine that relies on radically new technology and requires very little water to get clothes clean. This technology will likely be
What is the difference between a cumulative and a noncumulative quantity discount?
If you worked for a manufacturing firm located in Oregon and shipped merchandise all over the United States, which would be more advantageous, a zone or a uniform delivered pricing policy? Why? What if your firm were located in Kansas-would it make a difference?
Coupons and rebates benefit different distribution channel members. Which would you prefer if you were a manufacturer, a retailer, and a consumer? Why?
Suppose the president of your university got together with the presidents of all the universities in your athletic conference for lunch. They discussed what each university was going to charge for tuition the following year. Are they in violation of federal laws? Explain your answer.
1. Who are the key players in this industry? 2. If a price war will reduce margins, as the case suggests, why would any company embrace this strategy? 3. On what other strategy elements could the wireless companies compete? 4. What pricing tactics could Verizon use to target consumer customers? 5.
Describe marketing channel management by identifying the major activities that it involves. Identify several ways that marketing channel management adds value to a company's offerings, with regard to both consumers and business partners?
You are hired as an assistant brand manager for a popular consumer product. One day in an emergency meeting, the brand manager informs the group that there is a problem with one of the suppliers and that he has decided to send you over to the manufacturing facilities to investigate the problem.
In what ways can the flow of information be managed in the supply chain? How can the ready flow of information increase a firm's operating efficiencies?
Describe how B2B transactions might employ EDI to process purchase information. Considering the information discussed in Chapter 6 about B2B buying situations, determine which buying situation (new task, modified rebuy, or straight rebuy) would most likely align with the use of EDI technology.
What are the differences between the use of a traditional distribution center and one that relies on cross-docking? Discuss the extent to which one is more efficient than the other, being sure to detail your reasoning.
Discuss the advantages to a retailer like Macy's of expending the time and effort to get merchandise floor-ready at either the point of manufacture or in the distribution center rather than having retail store staff members do it in the stores. Provide the logic behind your answer?
A just-in-time (JIT) inventory system appears to be an important success factor for retailers like American Apparel and Forever 21. Choose a local retailer and examine the advantages and disadvantages of its use of a JIT system. Do you believe it should use JIT? Why?
Give an example of a retailer that participates in an independent (conventional) supply chain and one involved in a vertical marketing system. Discuss the advantages and disadvantages of each?
For each of the following consumer products, identify the type of vertical marketing system used, and justify your answer:(a) Bertolli pasta sold through grocery stores,(b) Krispy Kreme donuts sold through franchises, and(c) www.polo.com by Ralph Lauren?
Why might a big company like Dell want to develop strategic partnerships with locally owned computer stores? Describe what Dell would have to do to maintain such relationships.
Zappos.com, an online shoe seller, has received praise for its stellar supply chain management. Go to about.zappos.com/zappos-story/fulfillment-facility, look through the warehouse tour, and see how a shoe ultimately reaches the customer. How does its distribution center enable Zappos to adhere to
The case study for this chapter examines how Zara International, a division of Inditex, successfully manages its supply chain. Visit Inditex's Web site (www.inditex.com) and go to "Corporate Responsibility," then review the company's commitment to corporate social responsibility, particularly the
1. How does an individual firm like Zara manage a supply chain? How does it get new products from design to store so quickly? 2. What are some of the ways that Zara's supply chain management system has helped create value for its customers? Provide specific examples. 3. What challenges did Zara's
Does Reebok pursue an intensive, an exclusive, or a selective distribution intensity strategy? Would you suggest any changes to this strategy?
Why don't traditional department stores have the same strong appeal to younger American consumers that they once enjoyed during their heyday in the last half of the twentieth century? Discuss which types of retailers are now competing with department stores.
Some argue that retailers can be eliminated from the distribution channel because they only add costs to the final product without creating any value-added services in the process. Do you agree with this perspective? Are consumers likely to make most purchases directly from manufacturers in the
Provide examples of how manufacturers work with retailers to jointly plan and implement the four Ps?
Why have so many bricks-and-mortar retailers adopted a multichannel strategy?
You can purchase apparel at a discount store, specialty store, category specialist, off-price retailer, department store, or Internet-only store. From which of these types of stores do you shop? Explain why you prefer one type store over another.
Should Tana (a young entrepreneur), launching a new line of environmentally friendly (green) cosmetics, sell through a physical store, catalog, or Internet? Explain two key benefits of each channel for her business.
How do JCrew.com and Gap.com provide value to their customers beyond the physical products that they sell? Why would a customer purchase online instead of going to the store? Under what circumstances would the customer prefer a store-based experience?
Select a familiar multichannel retailer. Evaluate its website in terms of how well it provides value to its customers. Do you believe that offering multiple selling channels to customers enhances their shopping experience? How does it help the retailer? Explain your answer.
1. Assess the role of consumer expectations in Target's success as a major discount retailer? 2. What differentiates Target's new retail partnership model from its longstanding partnerships with top designers? What are the relative strengths of each? 3. What explains Target's ability to attract top
Assume that the contemporary apparel company Juicy Couture has embarked on a new IMC strategy. It has chosen to advertise on TV during the NBC Nightly News and in print in Time magazine. The message is designed to announce new styles for the season and uses a 18-year-old woman as the model.
Using the steps in the AIDA model, explain why a potential consumer in question 1 who views Juicy Couture's advertising may not be ready to go out and purchase a new pair of jeans?
Suppose a snack company introduces a new product called SumSeeds-sunflower seeds with energy boosters like caffeine, taurine, lysine, and ginseng. How would you expect this product's IMC program to differ from that for regular sunflower seeds sold as snacks?
It's holiday time, and you've decided to purchase a box of chocolates for the person of your choice. Evaluate how Godiva's advertising, personal selling, public relations, and electronic media might influence your purchase decision. How might the relative importance of each of these IMC elements be
Suppose you saw your instructor for this course being interviewed on TV about the impact of a big storm on an upcoming holiday's sales. Is this interview part of your college's IMC program? If so, do you believe it benefits the college? How?
A retail store places an ad in the local newspaper for yoga wear. The sales of the featured items increase significantly for the next two weeks. Sales in the rest of the sportswear department go up as well. What do you think are the short- and long-term objectives of the ad? Justify your answer.
As an intern for Coca-Cola, you have been asked to help with developing an IMC budget. The objective of the IMC strategy is to raise Diet Coke's market share by 2 percent in the United States in the next 18 months. Your manager explains, "It's real simple; just increase the budget 2 percent over
Visit www.thephelpsgroup.com and click on the "Our Work" tab at the top. In the Work Portfolio, compare the IMC for the different companies. What were the goals of the integrated marketing campaign? Which IMC components were used in that particular campaign? How do those components contribute to
1. Which IMC components do Volvo's business and consumer advertising efforts use? How are they integrated?2. What step(s) in the AIDA process do each of these marketing communications attempt to achieve?
What are the objectives of the Chipolte ad? Does the ad have more than one objective? Explain your answer.
You are invited to your six-year-old niece's birthday party and bring her the new superhero doll being advertised on television. She's thrilled when she unwraps the gift but is in tears a short time later because her new doll is broken. She explains that on TV, the doll flies and does karate kicks,
Using the same ad, explain what kind of appeal it uses?
Verizon spends millions of dollars each year on advertising for many different purposes. Provide an example of how it might design an informative ad, a persuasive ad, and a reminder ad?
Name a current advertising slogan you believe is particularly effective for developing a unique selling proposition?
Bernard's, a local furniture company, target markets to college students with apartments and households of young people purchasing their first furniture items. If you worked for Bernard's, what type of media would you use for your advertising campaign? Justify your answer.
Suppose Porsche is introducing a new line of light trucks and has already created the advertising campaign. How would you assess the effectiveness of the campaign?
Suppose now that Porsche is planning a sales promotion campaign to augment its advertising campaign for the new line of light trucks. Which push and pull sales promotion tools do you believe would be most effective? Why?
Consider all the diet products that are currently advertised on television today, including weight loss supplements, weight loss programs, and fitness equipment. Do you believe that some of these ads overstate what the product or service can actually do? Do you think any of these ads are actually
Go to the website for the Children's Advertising Review Unit (CARU), one of the major self-regulatory bodies for children's advertising, at www.caru.org. Click on the About Us and examine the activities of CARU. How does this form of regulation complement the more formal regulation of federal and
PR Newswire attempts to provide information for "professional communicators." Visit its website at www.prnewswire.com and explore the "Products and Services" it has to offer. What would you consider this organization's primary purpose? To whom does PR Newswire address the advertising appeals on its
1. Why was the original Priceless campaign such a success? 2. Why has MasterCard started to use "Priceless" more actively in its messaging?
How has your perception of what it would be like to have a career in sales changed since you read this chapter?
A customer has the following reservations. How do you respond? a. "I really like all the things this copier does, but I don't think it's going to be very reliable. With all those features, something's got to go wrong." b. "Your price for this printer is higher than the price I saw advertised on the
You have taken a summer job in the windows and doors department of a large home improvement store. During sales training, you learn about the products, how to best address customers' needs and how to sell the customer the best product to fit their needs regardless of price point. One day your
"Salespeople just make products cost more." Do you agree or disagree with this statement? Discuss why you've taken that position.
Choose an industry or a specific company that you would like to work for as a salesperson. How would you generate and qualify leads?
Why is it important for salespeople to be good listeners? To be good at asking questions?
Suppose you are a salesperson at a high-end jewelry store. What can you do to ensure that your customers are satisfied? Now imagine you are the store manager of the same store; what can you do in your position to guarantee customers remain happy with the service they receive?
Imagine that a time machine has transported you back to 1961. How was a day in the life of a salesperson selling appliances such as washing machines different in 1961 than it is in 2013?
What are some of the potentially ethically troubling and illegal situations facing professional salespeople, and how should they deal with them?
Why would Gillette use a company sales force, while a small independent manufacturer of organic shaving cream uses manufacturer's representatives?
Go to Salesforce.com's You Tube channel at www.youtube.com/user/salesforce. Watch a few of the short videos and discuss how the tools described would help you as a salesperson?
To learn more about careers in sales, go to www.bls.gov/oco/, the website for the Bureau of Labor Statistics. This site contains a wealth of information about careers in all fields. Click on "Sales," then "Sales Occupations." Choose any of the sales fields listed, and explore that career field.
1. Who should be at the presentation? 2. How should she start the meeting? 3. What are the key points she should make in her presentation? 4. What reservations should she expect? How should she handle them?
What is marketing? What is the relationship of marketing research to marketing?
What is an example of crowd sourcing used to create a product? To develop advertising?
Go to your library, either in person or online, and look through several business periodicals such as Advertising Age, Business Week, Fortune, and Forbes. Find three examples of companies using marketing research.
Select a company in a field in which you have a career interest and look up information on this firm in your library or on the Internet. After gaining some knowledge of this company, its products and services, customers, and competitors, list five different types of decisions that you believe this
Why is it important for decision makers to have philosophies? What is the marketing concept and what is its relationship to marketing research?
Define marketing research. What is the difference between marketing research and market research?
Name four major uses of marketing research. Provide one example of each of the uses.
Name four major uses of marketing research. Provide one example of each of the uses. Discuss.
Which use of marketing research is considered basic research?
Give your own example to illustrate a marketing research study that may be used in a. product research b. pricing research c. promotion research d. distribution research
List three product failures and explain the most important reason that they failed. Could these failures have been avoided with better research information?
Explain why you think Larry Anderson should look into doing marketing research or not doing marketing research? In thinking about the components of a marketing information system, which components would you suggest Larry use and why? This case illustrates how movie productions are investment
In the development of new automobile models, which of the following should Nick be primarily concerned with and why? a. Engineering and production feasibility b. The brand image of his division's parent U.S. automobile manufacturer c. Technological innovation d. Consumer references Should Nick
Who is known as the "Father of Marketing Research" and why?
What began to drastically change the marketing research industry in the 1990s? Why?
What are three challenges facing the marketing research industry? Why?
Is it ethical for OKCupid to conduct experiments on its users? Explain. How students feel about the ethics surrounding OKCupid's practice may vary.
What movement spawned an increase in company awareness of methods leading to improvement? Describe some of these methods.
Define sugging and frugging.
What commonalities exist in the major marketing research associations' code of ethics?
What is the PRC, and what is it designed to do?
Why did marketing research expand by the 1930s?

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Marketing Research 8th edition Alvin C. Burns, Ann F. Veeck, Ronald F. Bush - Solutions

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