Marketing Management 2nd edition Greg Marshall, Mark Johnston - Solutions

Discover the ultimate resource for enhancing your understanding of "Marketing Management 2nd Edition" by Greg Marshall and Mark Johnston. Access the comprehensive solutions manual, featuring detailed answers and solved problems from the textbook. This online collection includes chapter solutions, providing step-by-step answers and an answers key to all questions. Perfect for instructors and students alike, the instructor manual and test bank are invaluable tools for mastering the material. Download the solutions PDF for free and explore the extensive range of questions and answers available. Elevate your learning experience with this complete guide to marketing management.

Changeable message signs are billboards that vary the advertising message on a schedule of every 4 to 10 seconds. What, in your opinion, is the value of this technology to the advertiser, and what are the potential hazards to society?
The Outhouse Springs bottled water case illustrated an effective application of billboard advertising. With reference to the material on “buzz generation” and viral marketing covered in Chapter 21, what is it about this particular campaign that may make these results atypical and thus
Conduct an informal audit of on-premise business signage in your college or university community. Specifically, select five examples of on-premise signage that you regard as particularly effective. Using material from Chapter 6 on the CPM and HEM models, explain why your chosen illustrations likely
Choose a grocery product category and analyze the various brands in this category in terms of their packaging features designed to attract consumers’ attention. Identify the packaging features that make some brands in this category more or less attention-gaining than others.
Considering just the workability component of the VIEW model, provide illustrations of several packages that, in your opinion, represent higher or lower levels of workability.
What functions can POP materials accomplish that mass media advertising cannot?
Explain why the POPAI Consumer Buying Habits Study probably overestimates the percentage of unplanned purchases and underestimates the percentage of specifically planned and generally planned purchases.
Although not presented in the chapter, the POPAI Consumer Buying Habits Study revealed that the percentage of in-store decisions for coffee was 57.9 percent, whereas the comparable percentage was 87.1 percent for a group of “sauce” products (salsa, picante sauce, and dips). What accounts for
The POPAI Consumer Buying Habits Study also revealed that the highest average brand lift index from signage (rather than displays) in mass merchandise stores was dishwashing soaps, with an index of 21.65. Provide an exact interpretation of this index value.
Why were motion and static displays considerably more effective at increasing Olympia beer sales in liquor stores than in supermarkets?
Contrast antiquated and modern selling practices. Do you think a “soft sell” approach used by some pharmaceutical firms will work in all industries? Why or why not?
One form of sales presentation is called a canned presentation. This means that a salesperson uses the identical presentation time after time. How would you evaluate such an approach? What are the advantages and disadvantages of this form of presentation?
Nike: How would you prioritize what are often two conflicting demands: consumer product performance expectations and the demand for ecofriendly products?
Consider the various marketing misconceptions introduced in this chapter. a. Pick any two of the misconceptions and develop a specific example of each from your own experience with firms and brands. b. How will it be beneficial for a new marketing manager to understand the misconceptions that
In the chapter we make a strong case for the relevance of Peter Drucker’s key themes today, even though much of his writing was done decades ago. Do you agree that his message was ahead of its time and is still relevant? Why or why not? Assume you are the CEO of a firm that wants to practice a
Put yourself in the role of a marketing manager – from this perspective, do you agree with the concepts of societal marketing and sustainability? Why or why not? How does a focus on sustainability affect the marketing manager’s role and activities? Identify two organizations that you believe
Review the section on change drivers and select any two within the set that you want to focus on. Pick an organization of your choice and answer the following questions:a. In what ways do each of the change drivers impact the firm’s ability to successfully do marketing?b. How is the firm
In the chapter you learned that harmonious performance of Marketing (big M) and marketing (little m) within a firm can lead to greater levels of success. Why is this true? What does it mean that these two need to be “harmonious?” What would be some likely negative consequences they were out
What other aspects of the AMA definition of marketing might KIND exploit in the future to continue to grow its business?
Do you think consumers supporting brands and companies that strive to benefit society are a trend that will continue? Why or why not?
What other industries might be especially prone to entry by a smaller, more nimble, and more socially conscious competition? What are the prospects for a competitor being successful in those industries?
What is a value proposition? For each of these brands, articulate your perception of their key value proposition:
Consider the concept of the value chain. Identify a firm that you believe does an especially good job of investing in elements in the value chain in order to gain higher profit margins versus competition. Which two or three elements in the value chain does that firm handle especially well? For
Why is it so important for marketing managers, when engaged in marketing planning, to successfully deal with both Marketing (Big M) and marketing (little m) elements? What would be the likely negative outcome if a marketing plan paid a lot of attention to strategies and little attention to
Consider firms in any area of the retail business. Using Miles and Snow’s Strategy Types, identify the following: (1) a firm that you believe is a prospector; (2) a firm that you believe is an analyzer; (3) a firm that you believe is a defender; and (4) a firm that you believe is a reactor.
Historically, the theme park industry in Orlando is heavily impacted by a large number of macro-level external environmental factors. From each of the five major categories of macro-level external factors, identify a specific example of how some element within that category might impact a theme
What strengths does HP have that they can use to take advantage of various opportunities or minimize threats in the external environment?
1. Are people more likely to purchase gas from BP because of its commitment to the environment? 2. In light of the recent crisis in the Gulf of Mexico, how does BP convince the public that they are sincere about caring about the environment? Senior Vice President of BP Global Brand and Marketing &
How would your view of Internet advertising change if the statistics related to the number of people who “click through” an ad were not accurate?
While you are concerned with click fraud, the process actually generates significant revenue, what do you do?
Imagine you are the Vice President of Sales for a large security company and you have been asked to put together a sales information system that collects, analyzes, interprets, and distributes information from the sales force. How would you do it? What information would you ask salespeople to
As a market manager at Lenovo, what key information from outside the company would be important to help in the design of a new laptop for small and medium-sized businesses?
The marketing manager for Disney Cruise Lines wants to know what demographic trends will affect the Cruise Line business over the next five years. What kind of research is needed to address this question? Go out and conduct some secondary research and try to you identify 2-3 important demographic
The market research director for John Deere has just received a call from the Marketing Manager from the company’s lawn tractor division. The manager wants to know how the new advertising campaign is being received by current customers. Design a research study for this research. Be sure to
The alumni director at your institution wants to know how to serve the alumni better. Design a survey of no more than 10 questions that the alumni director can use to ask alumni about their interest in getting more involved with their school.
Much of Target’s recent success appears to be attributable to its internal market information system. What types of information from external sources might Target gather to augment its customer information and enhance analytical capability?
Aside from the downsides to using big data discussed in the case, what other possible issues exist for companies implementing market research/customer insight technology in this manner? As younger consumers in general continue to share more of their life online, how might companies of different
What “dark sides” of big data and business analytics should Target be paying attention to? What might happen to Target if they are insensitive to the potential for such processes to offend some customers?
What are the long-term consequences for Dole’s decision not to focus primarily on taste?
The ability to reach targeted customers at the right moment has been the goal of advertising for decades. This new technology enables “just-in-time” advertising. As an advertiser, would you consider mobile advertising? How would you address customer concerns about privacy?
A potential source of revenue, the ability to target cell phone users, is available today and represents very little incremental cost to the service provider. Just because it is possible, should marketing companies be allowed to send mobile ads? How do you safeguard the privacy of your customer?
You are the marketing manager for the Bowflex Series 7 Treadmills. You believe the product appeals to both men and women. As you develop the marketing strategy what differences might you consider in the product based on whether a man or woman is buying? What about the marketing communications
Disneyland has traditionally marketed to families; recently, however, new household life cycle patterns have led to changes in the marketing strategy. Identify three household life cycle stages that Disney may want to consider in the future.
The consumer decision process varies by purchase for each individual. Compare and contrast the consumer decision-making process you go through in buying gas for your car with the purchase of a new home entertainment system. How are the processes similar and how are the two purchase decisions
After Jack purchases his phone and data plan, is it likely that he experienced cognitive dissonance with his purchase? What evidence makes you answer the way you did?
What social and/or cultural factors played a role in this consumer purchasing the smartphone and data plan? Which ones do you think were most important and why?
The scenario described in the case is an illustration that not only do companies have to overcome the hurdle of getting someone to buy their product but also have to educate consumers on the proper use of the product after purchase. Otherwise, the consumer has a product he/she may not properly use
1. How will the growing technological skills of consumers affect Geek Squad’s future? 2. How does the level of involvement affect consumer’s choice of Geek Squad’s services? ''We're becoming slaves to today's technology." Founder and Chief Inspector discusses the demand of providing a service
You are the marketing manager for HP Laptop computers. Identify and briefly discuss the differences between the consumer market for laptops and the business market. Then give an example of each difference using college students as the consumer market and defense related companies as the business
You work for Siemens Power Generations systems and are responsible for the sale of large, expensive ($2-5 million) turbine generators to Power Utility companies. You have been contacted by the Ever-sure Utility Corporation in Anytown, USA. Identify the buying center you are likely to find inside
You are Vice President for Information Technology at your University. Recently you have been authorized to upgrade the network servers on campus. Draft an RFP that will be given to prospective vendors to help guide them in their sales process.
You are the primary sales representative for IBM calling on your university and are responsible for finalizing the sale of 20 new network servers. What is the most important factor you would focus on in making the sales presentation to the Vice President of Information Technology and why? What
Use the chapter discussion of various buying center roles to describe the potential members of the buying center for the Air Force when purchasing an item like the B-2 Stealth Bomber. Who should be included and what are their roles?
Assess the financial, value, and service criteria that a buying center at the U.S. DOD may consider when making purchases for both equipment (like the B-2 Stealth Bomber) and services (such as fuel transportation or food service). Also, what personal and organizational factors may influence a
Contrast the buying process for the DOD with buying process used by Target Corporation’s procurement of laundry detergent from P&G for resale in Target Stores. What aspects of those buying processes are likely different and what aspects are likely similar?
1. Dole creates partnerships with its vendors, are there any drawbacks with this philosophy? 2. What are some of the criteria that Dole should consider when selecting vendors? Dole manages their large scale operations by contracting vendors from around the world. Discusses the essential steps of
Video Game Developers: They are meeting the needs of a target market by developing video games that appeal to that market. Is that a problem? What responsibility do they bear for the potential negative effects on young people?
Assume for a moment that you are in marketing for Staples (the office supply company) and that the clients you are responsible for are business users (not end-user consumers). What five business market segmentation variables do think will be most useful to consider as you move toward honing in on
Consider each of the brands below. Review the list of potential sources of differential competitive advantage (differentiation) highlighted in the chapter. For each: (a) indicate which one differentiation source you believe is most important to them currently and (b) indicate which other
McDonald’s is interested in your opinion of how they would stack up on a perceptual map against Burger King, Wendy’s, Taco Bell, and Chick-fil-A on the attributes of convenience and product quality. Create the map by putting convenience as the vertical axis (high at the top and low at the
Consider each of the brands below. Assuming that a strong CRM system is in place in each brand’s parent firm, what specific actions can marketing managers take in each case to ensure high satisfaction and loyalty among the most profitable customers?
Go to Marriott’s website (www.marriott.com) and peruse the different types of lodging brands offered. Select any three and based on the discussion of differentiation in the chapter, identify the relevant sources of differentiation offered by each.
Even with all of Marriott’s brands they still do not have any hotel properties in the truly “budget” category of lodging. That’s a category occupied by properties such as Days Inn and Budgetel. Why do you think Marriott does not have a brand in this category of lodging? Do you think
With 19 different lodging or extended stay brands under the Marriott corporate umbrella, is Marriott at risk of making any positioning errors discussed in the chapter? That is, do they have too many choices? Justify your answer.
What are the advantages and disadvantages of Best Buy’s customer centricity strategy?
By segmenting their product line into 7 segments, has New Balance selecting the optimal amount of segments?
Should they stop importing fresh produce from China until product quality and safety standards match those in the United States? If consumers want fresh product year-round, shouldn’t companies seek out the lowest-cost provider?
You are a marketing manager for Starbucks. Describe the following as it relates to the product experience at Starbucks: essential benefit, core product, and enhanced product. Now imagine you are the marketing manager for Aquafresh Extreme toothpaste. Describe the product experience in terms of
Choose two comparable phones from Motorola and Nokia and examine each product. How does the product form differ between the two products, how are they the same? Now consider the features of the two products, what features are unique to each phone? Which phone, overall, appeals to you most and
One of the most difficult characteristics of a product to define is “style”. Consider that you are the marketing manager for Cadillac; define the product style for an Escalade. Compare and contrast that with product style for Chevrolet Tahoe (another large SUV built on the same platform as
You are the marketing manager for Coke products in the United States. Describe the product line for Coke branded products and briefly describe how each product differs from the other products in the Coke brand product line.
Motorola is introducing a new phone that incorporates Internet surfing capability using new LTE technology, a GPS program, and other new features that will greatly expand the features available on a cell phone. Develop a marketing strategy for the launch of the new product.
How would you classify Barbie as a product–as a convenience, shopping, or specialty product? Discuss why you chose that particular classification given the amount of shopping effort required by consumers to purchase a Barbie and the strategy utilized by Mattel to market Barbie.
American Girl, another line of popular dolls, also is manufactured and distributed by Mattel. Contrast the American Girl marketing strategy with that used by Mattel to market Barbie. Where do the strategies differ and where are they similar?
Discuss the various marketing strategies Mattel executives may use for Monster High as it progresses through the stages of the product life cycle. What aspects of the marketing mix should be emphasized at each stage and discuss why you believe those aspects are most important.
What are the risks BMW faces as it continues to add new cars to its product line?
What are some of the top issues 3M should consider in developing the Flag Highlighter?
The company faces a challenge—to find effective digital technologies that connect with younger customers while maintaining ethical standards regarding underage drinking. How should the company deal with this challenge? If you were CEO at Diageo would you sponsor a virtual bar in Second Life? Why
You are the product manager for Ralph Lauren’s Polo shirts. What specific information are you trying to convey in the brand’s iconic polo pony logo? For example, what does the Polo brand say about quality, features, style relative to the Tommy Hilfiger or Lacoste brands?
Johnson & Johnson have been able to establish strong brand equity for its line of baby products. What benefits does J&J have because of its brand equity for these products?
You have been asked by Coke’s product manager to present the arguments for and against extending the Coke brand to a new cola drink. What would be the arguments for and against extending the Coke brand to a new cola drink?
SanDisk is introducing a new MP3 player and you are responsible for creating the package design. What key information and other creative elements would you include on the package?
For the past several years, in order to sustain sales and profit growth Harley has relied heavily on baby boomers to buy a motorcycle in an effort to recapture their youth and rebellious. However, that market segment is quickly aging out of mainstream motorcycle- buying consumers. Identify one
Licensing the brand name and symbol is an important source of revenue for Harley. What types of products do you think do not fit with the Harley image and therefore are not good candidates for licensing by Harley? Develop a list and discuss your selections.
Warranties and service agreements play in important role in communicating a company’s willingness to stand behind its products. Research the warranty coverage and how well the Harley dealership network stands behind the product. How does the warranty coverage and service provided by dealers
Many doctors in the United States cite a lack of valid research and no evidence of long-term health benefits related to Chinese stem cell therapy. At the same time, patients who go to China often report benefits from the treatment. Once a patient has exhausted existing treatments in the United
As a patient, would you consider traveling to China for stem cell therapy? If so, would you wait until all U.S. treatments had been exhausted?
Marketing managers must be cognizant of the unique characteristics of services: intangibility, inseparability, variability, and perishability. a. How does each of these characteristics potentially impact the development and execution of marketing plans?b. What might a manager do to mitigate any
The service-profit chain guides managers toward understanding and facilitating successful linkages in the service delivery system to drive loyalty, revenue growth, and higher profits. a. What functional areas of a firm must a marketing manager effectively interface with to implement a
Review Exhibit 9.5 and the accompanying discussion on search, experience, and credence attributes of offerings.a. Why are the types of offerings on the far right side of the continuum – professional services – difficult for customers to evaluate?b. What challenges does this difficulty create
Review the Gap Model of Service Quality (Exhibit 9.6). Consider each of the five gaps where customer expectations might not be met. Select a firm of your choice and for each potential gap list specific actions that firm could take to improve the likelihood that customer expectations
Consider the five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. a. Identify a recent service encounter you have experienced as a customer (either B2C or B2B) that you would classify as a generally bad experience. In what ways specifically did each
Over its history, Netflix has done a great job of utilizing the elements of the marketing mix to enhance its success. Describe Netflix’s marketing mix— what product, pricing, distribution, and promotion strategies have contributed to its popularity with customers?
The chapter identifies five dimensions of service quality. Considering these with respect to Netflix, how does the firm stack up on each of these dimensions to set itself apart from competitors and other providers of entertainment content?
Is it unethical for Intel to pursue the Classmate project if its primary purpose is to target a new market? Should the company be encouraged to develop the Classmate computer without a profit incentive; that is, should it offer the project only at cost?
Why might penetration pricing potentially negatively impact brand image and product positioning in the long run? Given this risk, why would a marketing manager use penetration pricing? Identify a brand (other than the examples in the chapter) that you believe is engaged in penetration pricing.
Pricing against competitors is common. Yet, the approach carries some significant problems. a. What are the advantages of competitor-based pricing? b. What are the risks of using competitor-based pricing exclusive of other approaches? c. Identify a few industries in which taking competitor-based
Review Exhibit 10.3 on price-quality positioning along with the accompanying discussion.a. Consider the low quality/high price quadrant. Identify a brand (other than the examples in the chapter) that you believe presently resides in this quadrant. How is it able to command a high price? Do you
Select any three of the pricing tactics identified in the chapter. For each tactic:a. Identify a brand (other than the examples in the chapter) that you believe is currently employing that tactic.b. Provide evidence to support their use of that tactic.c. Is their use of the tactic effective? Why
Assume that you are a marketing manager for Pantene Shampoo and Conditioner, two of Proctor & Gamble’s star products. Several competitors have recently begun to cut prices to retailers and also to offer more aggressive channel allowances in order to boost sales and market share. a. What options

Showing 4100 - 4200 of 13098

First
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
Last

Marketing Management 2nd edition Greg Marshall, Mark Johnston - Solutions

Step by Step Answers