Integrated Marketing Communications Strategic Planning Perspectives 4th edition Keith J. Tuckwell - Solutions

Unlock a comprehensive learning experience with our exclusive solutions for "Integrated Marketing Communications: Strategic Planning Perspectives, 4th Edition" by Keith J. Tuckwell. Dive into expertly crafted answers key and solution manual, available in a convenient solutions PDF format. Explore solved problems and detailed step-by-step answers to enhance your understanding. Our resource includes a robust test bank and chapter solutions tailored for effective study. Access the instructor manual and textbook insights, all available for free download. Perfect for students seeking questions and answers to enhance their academic success online.

What type of pricing strategies and tactics are airlines using given their base ticket price for the seat plus additional fees for everything else? What other creative additional fees might they charge in the future?
Southwest Airlines prides itself on allowing passengers to check bags for free. Given that virtually all of Southwest’s competitors have started charging these extra fees, do you think they will continue to hold out before it too has to charge extra fees? Why should they? How does the pricing
What kind of unbundled pricing strategies or fees would you recommend for other service industries like hotels, restaurants, or cruise lines given the relative success of such fees in the air travel industry?
1. How can Walmart change its image with consumers? 2. Will a change in image allow Walmart to charge a price premium? BusinessWeek story in competitive pricing between Walmart and Target. Walmart tries to maintain its low cost image by aggressively competing with Target.
How aggressive should Apple be in making sure its suppliers follow strict labor rules and policies? Should the company enforce U.S. labor standards or simply the standards of the local country?
If you were aware that Apple was using a supplier that violated established labor practices, would you buy an Apple product? Do you research a company’s policies about supplier labor practices or environmental policies before buying a product? If you don’t, should you?
Consider the concept of value co-creation. a. In your own words, explain the concept of value co-creation. b. What are some specific ways value can be co-created? c. Provide an example of a specific value network you believe results in a high level of value co-creation. d. Provide an example of a
The chapter discusses the importance of being “nimble” in all aspects of a firm’s operation – that is, to be in a position to be maximally flexible, adaptable, and speedy in response to change. a. Identify two firms in two different industries that you believe exhibit a nimble nature in
Consider the issue of disintermediation in electronic channels. a. Do you believe that all channels will disintermediate down to simple direct channels over time? Why or why not? b. Does your opinion change if the question is asked only about B2C channels? Only for B2B channels? Why?
Consider this statement: “It’s important in business today for all firms to work to cut out the middleman. Intermediaries represent costs that can be saved by finding ways to cut them out of the system. Down-channel buyers always benefit when this happens.” Do you agree with this
Exhorting firms to develop networks and alliances for purposes of value co-creation sounds like a good idea. However, is there a point at which such approaches can be taken too far (a) from a legal perspective, (b) from an ethical perspective, and (c) from a strategic perspective? Explain your
What type of intermediary is Li & Fung for its customers? Is it an agent, a wholesaler, a manufacturer’s agent, jobber, or some other choice? What evidence can you offer to support your choice?
Retailers Nordstrom and Walmart are positioned very differently in the marketplace. Using the characteristics of store retailers addressed in the chapter, which includes merchandise assortment, level of service, and retail value proposition, compare the retail strategy implemented by Nordstrom to
1. Should Creston Vineyard use a push or pull strategy in its channels? 2. Describe Creston Vineyard's distribution intensity strategy.
1. How does the Internet threaten the traditional “bricks and clicks” retail format? 2. Which type of retail outlet do you believe will have the most growth in the future?
Should advertisers hire bloggers to post positive product experiences? Should they require bloggers to indicate whether or not they have been paid to post their review?
Should bloggers post whether or not an advertiser pays them? Does it make any difference whether bloggers are being paid to post reviews to “neutral” product websites and blogs?
Consider the concept of integrated marketing communications (IMC). Select any company you like and do some investigating about their use of IMC in developing and executing their promotional strategies. Look for evidence through their media and messages. a. What evidence leads you to conclude
Think of a situation you’ve experienced in which some communication process you were involved in did not go as well as it might have. Any kind of communication will work for the example – it doesn’t have to be marketing communications. Using the Communication Process Model
Consider a major purchase you have made recently. Review the AIDA model (Exhibit 12.7) and accompanying discussion.a. Think back on the process that led up to your purchase and reconstruct the types of promotion that you experienced during each stage of the AIDA model. Which of the promotional
The chapter discusses the role of the marketing manager in promotional strategy (Exhibit 12.9 and accompanying discussion). The trend today in both large and small firms is for much of the promotion function to be outsourced. a. Comment on this outsourcing trend. What are the
You are the marketing manager for the Toyota Highlander SUV and have been tasked with creating an effective social media strategy, review the discussion about Interactive Marketing and consider the following:a. Develop a social media strategy targeted at Toyota Highlander buyers incorporating all
Doritos used a guerrilla marketing campaign in which product images were projected on the sides of buildings while inviting viewers to text message their flavor preference. How do such tactics fit within an overall integrated marketing communications approach to the brand’s target audience? What
According to the AIDA model, buyers pass through different decision processes on their way to making a decision. Assuming the cups in the dispenser contain a message to visit the organization’s website, what are the promotional steps needed to take individuals through the AIDA model to the point
How should the Las Vegas Convention and Visitor Authority try to measure the success of its Integrated Marketing Communications strategy?
Which element of the promotion mix do you think will have generate the largest number of visitors to Las Vegas?
Consider the concept of advertising wearout. a. What is advertising wearout? b. What do you think are some causes of the wearout?
Review Exhibit 13.1 on the Top 20 U.S. Advertisers.a. Look at those whose advertising went down by double digits from the prior year. Speculate about what might have caused those advertisers’ expenditures to decline.b. Do the same analysis of those whose advertising went up by double digits from
1. What types of advertising are being used by these insurance companies? Pick two of the insurance companies listed, go online and review their current ad campaign, describe their ads, and then indicate if they are using product, institutional, pioneering, or comparative advertising. Be sure to
Sales Manager – Should a sales manager hire the most qualified candidate for a sales position or apply different criteria such as gender or ethnicity?
You are the Vice President of Sales for a $30 million manufacturer of home building materials. The company employs 50 salespeople around the country to market the company’s products to hardware stores and major building contractors. The CEO believes the company needs to cut costs and wants to
Identify three important personal characteristics that a key account sales person for a global manufacturer of networking hardware would need to be successful. The company sells multi-million dollar product solutions to telecommunications companies and Fortune 100 global organizations.
You are marketing manager for Samsung electronics and have been asked to create a sales brochure for a new Samsung 55-inch LED TV. Pick one model and identify the features, advantages, and benefits for the product.
You are vice president of Sales for a medium sized technology firm and have been asked to design a new compensation package for the company’s national sales force of 50 people. Currently, they are paid solely on commission with average compensation of $75,000 - $100,000. The CEO is concerned
Pharmaceutical companies historically encouraged their salespeople to take lunch into doctors’ offices, the idea being that by providing lunch for doctors and their staff, the salesperson would get more than the standard two minutes of selling time. In addition, companies provide salespeople with
Now that GlaxoSmithKline has decided not to pay its salespeople based on number of prescriptions written, how do you propose they motivate their salespeople? What motivational approaches do you recommend and why do you think they are appropriate?
Many doctors do not work individually but instead are part of a group practice often connected to a local hospital. How would the sales process change for a pharmaceutical salesperson selling to a hospital? Be specific with your description.
1. What are the benefits of a sales career? 2. How can GPI Procurement Services sales representatives add value for customers?
Should McDonald’s support the additional costs of carrying environmentally coffee if it becomes unprofitable? Do you see any challenges for McDonald’s in selling Kenco coffee?
You are the marketing manager for a small company located in the United States that manufactures specialized parts for high end inkjet printers. The company’s largest customer (Hewlett Packard) has asked your company to supply parts to 10 of its distribution and repair sites around the world.
You are the market research director for a consumer product company. You have been asked to evaluate China as a potential market for your company’s products and begin a search of secondary data. What are the three primary issues you must consider in assessing the data available on China? How
Compare and contrast the pricing strategy of Apple iPod’s around the world to Microsoft’s Zune. Then, as marketing manager for SanDisk, how would you price a new MP3 player that will be introduced in 35 countries in the very near future. What pricing strategy would you choose and why?
You are the Chief Marketing Officer for Digital Distributed Products (DDP), manufacturer of Wi-Fi hardware found on laptop computers. The company’s number one distributor in Germany just called and said they are experiencing significant “gray market” products coming in from Russia.
One of the suppliers working with Comac to provide parts for the C919 is a company called Parker Hannifin, which is supplying hydraulic, fuel, and flight control systems. Based on this information, what type of global market entry strategy do you believe Parker Hannifin is following with its
The case mentions a potential legal issue many companies have in doing business with Chinese companies—the potential for loss of trade secrets and intellectual property rights. What other essential information do you think is necessary for companies to investigate before committing to do business
Comac has decided to enter an extremely competitive market with the C919. What global market strategy do you recommend for Comac as it explores the possibility of marketing its product to major airlines in the United States and Europe? That is, how will it position itself to gain orders against
1. What central changes are contributing to the growth of Yum! Brands in global markets? 2. Give some examples of ways that you believe Yum! Brands will have to adapt its offerings to appeal to global customers in different countries.
Should investors be concerned only with a company’s profitability? What metrics might an investor use to measure the social responsibility success of a company?
Is a two bottom-line business model realistic in the long term? Is it sustainable?
Would you invest in a company with a two bottom-line strategy (profitability and social responsibility)?
Pick a firm that interests you and for which you have some knowledge of their offerings. a. How would this firm benefit from a marketing dashboard approach? b. What elements would you recommend they put onto their dashboard? Why do you recommend the ones you do? c. How could they avoid some of
Consider the Apple iPhad. Develop one complete action plan that addresses a marketing objective to gain more iPhad purchases from 50+ year-old consumers. Be sure to complete all the elements of the action plan as shown in Exhibit 16.3 and the accompanying discussion.
Identify one product of interest in the B2C market and one in the B2B market. Research the products online. For each, given what you know about the product and their markets, which forecasting approaches do you believe would be most appropriate for use in developing a marketing plan? Which
Assume that your school has decided to undertake a complete marketing audit. Review the marketing audit instrument (Exhibit 16.10) and accompanying discussion.a. List as many areas as you can across the entire institution that engage in marketing activities and thus should participate in the
In general—not just for the movie industry—when would you most likely advocate using a jury of executive opinion or Delphi technique over the other subjective methods of user expectations and sales force composite? Alternatively, when do you think it would be more advantageous to rely on the
Suppose you are assigned the task of developing the ticket sales forecast for the next Hunger Games movie. What methods of forecasting will you use and how will you justify that choice to studio executives?
Many studio executives believe producing a movie that builds on a franchise that has already been established in a different medium, such as comic books and Iron Man or toys and Transformers, reduces the risk of a blockbuster flop. How do you think a character in a popular comic book series or a
Identify and briefly explain the components of the integrated marketing communications
What is the difference between a buying committee and a buying centre?
What roles do the Competition Bureau and Advertising Standards Canada play in the marketing communications industry?
Explain the difference between product advertising and promotional advertising.
Briefly describe the key issues and trends that have led to the emergence of integrated marketing communications
An understanding of Maslow’s hierarchy of needs and theory of motivation has a direct influence on advertising strategy.” Explain.
According to the self- concept theory, the self has four components. Identify and briefly describe each component.
How important is assessing customer attitudes when developing an advertising campaign? Explain.
What role and influence do reference groups have when a consumer is deciding what products to buy?
Explain the term “double targeting” and provide a new example of a company or brand that is applying this concept.
What essential criteria do organizational buyers consider when making buying decisions?
How significant will digital communications be in future marketing communications strategies? Will advertisers continue to shift their dollars to digital communications? Conduct some secondary research to offer new information that will justify your opinion.
Experiential marketing is growing in popularity. Will this trend continue and will this form of communications play a more dominant role in future marketing communications strategies? Conduct some research on this topic and present an opinion on
“Relationship marketing practices will dramatically alter marketing communications strategies in the future.” Is this statement true or false? Conduct some online secondary research and form an opinion on this statement.
Cite some examples and provide actual illustrations of companies or brands that use the following consumer behaviour theories when developing communications strategies. Provide a description that relates the theory to the practice. a) hierarchy of needs and theory of motivation b) personality and
From the following list of goods and services, identify what you think is the most important marketing communications tool for building and sustaining the brand. Provide some justification for your choices. a) Coors Light b) BMW automobiles c) Shoppers Drug Mart d) RBC Financial Group
Are advertising laws and regulations in Canada too conservative? Should riskier or more controversial advertising messages be allowed? Refer to the ethical issues section of the chapter for some background information before responding to this question.
What are the external trends and conditions that should be considered when commencing a new planning cycle?
What is the relationship between the various components of an integrated marketing communications plan?
What are the key components of a corporate plan? What guidelines does the corporate plan provide to operational plans such as marketing and marketing communications?
What is a mission statement, and what role does it play in planning?
Identify and briefly explain the four variables or characteristics for describing a target market.
What role does a positioning strategy statement play in developing a marketing strategy?
Marketing strategies are the master plans for achieving objectives.” What does this statement mean?
What is the difference between marketing strategy and marketing execution?
What is meant by marketing control, and how does it influence marketing planning?
What are the essential decision areas for a creative plan and a media plan?
“Marketing communications objectives are diverse by nature, but a good campaign must have a specific focus.” What does this mean?
Evaluate the marketing situation for the following companies. What makes them unique, and what is their differential advantage(s) compared to their primary competitors? Develop a positioning strategy statement for each company based on your assessment of the situation. a) Canadian Tire b) Tim
Using a variety of online sources, conduct a market analysis for a branded product of your choosing. The market analysis should include the following information: a) Market size and growth b) Importance of regional markets c) Market segment analysis (Which segments are growing, declining, and
Analyze the marketing communications strategies for an automobile ( car or truck) of your choosing. Based on the images portrayed in any and all forms of marketing communications, describe in detail the target market that the automobile is pursuing and the positioning strategy of the brand. Provide
Identify and briefly explain the key components of a brand.
What essential roles does a package perform in the marketing of a brand? Briefly explain.
Explain the role and influence that the design of a product can have on prospective buyers.
Identify two benefits of branding for consumers and two benefits of branding for organizations.
Identify and briefly explain the three stages of brand loyalty.
Define what positioning is and state the importance of having a clearly worded positioning strategy statement.
What is the difference between head- on positioning and brand leadership positioning? Provide an example of each not mentioned in the chapter .
If a brand is using a product differentiation positioning strategy, what will the advertising message focus on? Provide an example of this strategy not mentioned in the chapter.
If a brand is using a lifestyle positioning strategy, what will the advertising message focus on? Provide two examples of this strategy not mentioned in the chapter.
“A brand is more than the physical product.” Explain.
Selecting the name for a new product is a critical decision.” What are the essential issues in naming a brand? Conduct some online secondary research to get to the bottom of this issue.
Select a lifestyle advertising campaign that you think is particularly effective. Write a brief report or make a brief presentation on why you think it is effective.

Showing 4200 - 4300 of 13098

First
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
Last

Integrated Marketing Communications Strategic Planning Perspectives 4th edition Keith J. Tuckwell - Solutions

Step by Step Answers