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Essentials of Marketing 13th edition William D. Perreault, Joseph P. Cannon - Solutions
In your own words, explain economic needs and how they relate to the economic-buyer model of consumer behavior. Give an example of a purchase you recently made that is consistent with the economic-buyer model. Give another that is not explained by the economic-buyer model. Explain your thinking.
Illustrate how the reference group concept may apply in practice by explaining how you personally are influenced by some reference group for some product. What are the implications of such behavior for marketing managers?
Give two examples of recent purchases where the specific purchase situation influenced your purchase decision. Briefly explain how your decision was affected.
Give an example of a recent purchase in which you used extensive problem solving. What sources of information did you use in making the decision?
On the basis of the data and analysis presented in Chapter 5, what kind of buying behavior would you expect to find for the following products: ( a ) a haircut, ( b ) a shampoo, ( c ) a digital camera, ( d ) a tennis racket, ( e ) a dress belt, ( f ) a cell phone, ( g ) life insurance, ( h ) an ice
Review the model in Exhibit 5-2 and then reread the Apple case at the beginning of this chapter. List and briefly describe specific points in the case that illustrate the model.In Exhibit 5-2
Interview a friend or family member about two recent purchase decisions. One decision should be an important purchase, perhaps the choice of an automobile, a place to live, or a college. The second purchase should be more routine, such as a meal from a fast-food restaurant or a regularly purchased
Explain what is meant by a hierarchy of needs and provide examples of one or more products that enable you to satisfy each of the four levels of need.
Cut out or photocopy two recent advertisements: one full page color ad from a magazine and one large display ad from a newspaper. In each case, indicate which needs the ads are appealing to.
Briefly describe your own beliefs about the potential value of low-energy compact fluorescent light bulbs, your attitude toward them, and your intention about buying one the next time you need to replace a bulb.
Give an example of a recent purchase experience in which you were dissatisfied because a firm’s marketing mix did not meet your expectations. Indicate how the purchase fell short of your expectations—and also explain whether your expectations were formed based on the firm’s promotion or on
Explain psychographics and lifestyle analysis. Explain how they might be useful for planning marketing strategies to reach college students, as opposed to average consumers.
A supermarket chain is planning to open a number of new stores to appeal to Hispanics in southern California. Give some examples that indicate how the four Ps might be adjusted to appeal to the Hispanic subculture.
How should social class influences affect the planning of a new restaurant in a large city? How might the four Ps be adjusted?
Submag, Inc., uses direct-mail promotion to sell magazine subscriptions. Magazine publishers pay Submag $3.12 for each new subscription. Submag’s costs include the expenses of printing, addressing, and mailing each direct-mail advertisement plus the cost of using a mailing list. There are many
In your own words, explain how buying behavior of business customers in different countries may have been a factor in speeding the spread of international marketing.
Would a tool manufacturer need a different marketing strategy for a big retail chain like Home Depot than for a single hardware store run by its owner? Discuss your answer.
How do you think a furniture manufacturer’s buying habits and practices would be affected by the specific type of product to be purchased? Consider fabric for upholstered furniture, a lathe for the production line, cardboard for shipping cartons, and lubricants for production machinery.
Discuss the importance of target marketing when analyzing organizational markets. How easy is it to isolate homogeneous market segments in these markets?
Explain how NAICS codes might be helpful in evaluating and understanding business markets. Give an example.
Considering the nature of retail buying, outline the basic ingredients of promotion to retail buyers. Does it make any difference what kinds of products are involved? Are any other factors relevant?
The government market is obviously an extremely large one, yet it is often slighted or even ignored by many firms. Red tape is certainly one reason, but there are others. Discuss the situation and be sure to include the possibility of segmenting in your analysis.
Some critics argue that the Foreign Corrupt Practices Act puts U.S. businesses at a disadvantage when competing in foreign markets with suppliers from other countries that do not have similar laws. Do you think that this is a reasonable criticism? Explain your answer.
Compare and contrast the buying behavior of final consumers and organizational buyers. In what ways are they most similar and in what ways are they most different?
Briefly discuss why a marketing manager should think about who is likely to be involved in the buying center for a particular purchase. Is the buying center idea useful in consumer buying? Explain your answer.
If a nonprofit hospital were planning to buy expensive MRI scanning equipment (to detect tumors), who might be involved in the buying center? Explain your answer and describe the types of influence that different people might have.
Describe the situations that would lead to the use of the three different buying processes for a particular product—lightweight bumpers for a pickup truck.
Why would an organizational buyer want to get competitive bids? What are some of the situations when competitive bidding can’t be used?
How likely would each of the following be to use competitive bids? (a) A small town that needed a road resurfaced. (b) A scouting organization that needed a printer to print its scouting handbook. (c) A hardware retailer that wants to add a new lawn mower line. (d) A grocery store chain that wants
Discuss the advantages and disadvantages of just-in-time supply relationships from an organizational buyer’s point of view. Are the advantages and disadvantages merely reversed from the seller’s point of view?
Explain why a customer might be willing to work more cooperatively with a small number of suppliers rather than pitting suppliers in a competition against each other. Give an example that illustrates your points.
CompuTech, Inc., makes circuit boards for microcomputers. It is evaluating two possible suppliers of electronic memory chips.The chips do the same job. Although manufacturing quality has been improving, some chips are always defective. Both suppliers will replace defective chips. But the only
Discuss the concept of a marketing information system and why it is important for marketing managers to be involved in planning the system.
Explain why a company might want to do focus group interviews rather than individual interviews with the same people.
Distinguish between qualitative and quantitative approaches to research—and give some of the key advantages and limitations of each approach.
Define response rate and discuss why a marketing manager might be concerned about the response rate achieved in a particular survey. Give an example.
Prepare a table that summarizes some of the key advantages and limitations of mail, e-mail, telephone, and personal interview approaches for administering questionnaires.
Would a firm want to subscribe to a shared cost data service if the same data were going to be available to competitors? Discuss your reasoning.
Explain how you might use different types of research (focus groups, observation, survey, and experiment) to forecast market reaction to a new kind of disposable baby diaper, which is to receive no promotion other than what the retailer will give it. Further, assume that the new diaper’s name
A marketing manager is considering opportunities to export her firm’s current consumer products to several different countries. She is interested in getting secondary data that will help her narrow down choices to countries that offer the best potential. The manager then plans to do more detailed
In your own words, explain why a decision support system (DSS) can add to the value of a marketing information system. Give an example of how a decision support system might help.
Discuss how output from a marketing information system (MIS) might differ from the output of a typical marketing research department.
Discuss some of the likely problems facing the marketing manager in a small firm who plans to search the Internet for information on competitors’ marketing plans.
Explain the key characteristics of the scientific method and show why these are important to managers concerned with research.
How is the situation analysis different from the data collection step? Can both these steps be done at the same time to obtain answers sooner? Is this wise?
Distinguish between primary data and secondary data and illustrate your answer.
With so much secondary information now available free or at low cost over the Internet, why would a firm ever want to spend the money to do primary research?
If a firm were interested in estimating the distribution of income in the state of California, how could it proceed? Be specific.
Texmac, Inc., has an idea for a new type of weaving machine that could replace the machines now used by many textile manufacturers. Texmac has done a telephone survey to estimate how many of the old-style machines are now in use. Respondents using the present machines were also asked if they would
Explain family brands. Should Best Buy carry its own dealer brands to compete with some of the popular manufacturer brands it carries? Explain your reasons.
In the past, Sears emphasized its own dealer brands. Now it is carrying more well-known manufacturer brands. What are the benefits to Sears of carrying more manufacturer brands?
What does the degree of brand familiarity imply about previous and future promotion efforts? How does the degree of brand familiarity affect the Place and Price variables?
You operate a small hardware store with emphasis on manufacturer brands and have barely been breaking even. Evaluate the proposal of a large wholesaler that offers a full line of dealer-branded hardware items at substantially lower prices. Specify any assumptions necessary to obtain a definite
Give an example where packaging costs probably a. Lower total distribution costs and b. Raise total distribution costs.
How would the marketing mix for a staple convenience product differ from the one for a homogeneous shopping product? How would the mix for a specialty product differ from the mix for a heterogeneous shopping product? Use examples.
Give an example of a product that is a new unsought product for most people. Briefly explain why it is an unsought product.
In what types of stores would you expect to find(a) Convenience products,(b) Shopping products,(c) Specialty products, and(d) Unsought products?
What kinds of consumer products are the following: a. Watches, b. Automobiles, and c. Toothpastes? Explain your reasoning.
Discuss several ways in which physical goods are different from pure services. Give an example of a good and then an example of a service that illustrates each of the differences.
Explain why a new law office might want to lease furniture rather than buy it.
Would you expect to find any wholesalers selling the various types of business products? Are retail stores required (or something like retail stores)?
What kinds of business products are the following: a. Lubricating oil, b. Electric motors, and c. A firm that provides landscaping and grass mowing for an apartment complex? Explain your reasoning.
How do raw materials differ from other business products? Do the differences have any impact on their marketing mixes? If so, what specifically?
For the kinds of business products described in this chapter, complete the following table (use one or a few wellchosen words).1. Kind of distribution facility(ies) needed and functions they will provide.2. Caliber of salespeople required.3. Kind of advertising required.
What products are being offered by a shop that specializes in bicycles? By a travel agent? By a supermarket? By a new car dealer?
Consumer services tend to be intangible, and goods tend to be tangible. Use an example to explain how the lack of a physical good in a pure service might affect efforts to promote the service.
Explain some of the different aspects of the customer experience that could be managed to improve customer satisfaction if you were the marketing manager for: (a) An airport branch of a rental car agency, (b) A fast-food restaurant, (c) An online firm selling software directly to consumers from a
Is a well-known brand valuable only to the owner of the brand?
Suggest an example of a product and a competitive situation where it would not be profitable for a firm to spend large sums of money to establish a brand.
List five brand names and indicate what product is associated with the brand name. Evaluate the strengths and weaknesses of the brand name.
Wholesteen Dairy, Inc., produces and sells Wholesteen brand condensed milk to grocery retailers. The overall market for condensed milk is fairly flat, and there’s sharp competition among dairies for retailers’ business. Wholesteen’s regular price to retailers is $8.88 a case (24 cans).
Explain how industry sales and industry profits behave over the product life cycle.
If a firm offers one of its brands in a number of different countries, would it make sense for one brand manager to be in charge, or would each country require its own brand manager? Explain your thinking.
Discuss the social value of new-product development activities that seem to encourage people to discard products that are not all worn out. Is this an economic waste? How worn out is all worn out? Must a shirt have holes in it? How big?
What are the major advantages of total quality management as an approach for improving the quality of goods and services? What limitations can you think of?
Cite two examples of products that you think are currently in each of the product life-cycle stages. Consider services as well as physical goods.
Explain how you might reach different conclusions about the correct product life-cycle stage(s) in the worldwide automobile market.
Explain why individual brands may not follow the product life-cycle pattern. Give an example of a new brand that is not entering the life cycle at the market introduction stage.
Discuss the life cycle of a product in terms of its probable impact on a manufacturer’s marketing mix. Illustrate using personal computers.
What characteristics of a new product will help it to move through the early stages of the product life cycle more quickly? Briefly discuss each characteristic—illustrating with a product of your choice. Indicate how each characteristic might be viewed in some other country.
What is a new product? Illustrate your answer.
Discuss how you might use the new-product development process if you were thinking about offering some kind of summer service to residents in a beach resort town.
AgriChem, Inc., has introduced an innovative new product—a combination fertilizer, weed killer, and insecticide that makes it much easier for soybean farmers to produce a profitable crop. The product introduction was quite successful, with 1 million units sold in the year of introduction. And
Review the Dell case at the beginning of the chapter and then discuss the competitive advantages that Barnes & Noble would have over a small bookshop. What advantages does a small bookshop have?
Find an example of vertical integration within your city. Are there any particular advantages to this vertical integration? If so, what are they? If there are no such advantages, how do you explain the integration?
What would happen if retailer-organized channels (either formally integrated or administered) dominated consumer products marketing?
How does the nature of the product relate to the degree of market exposure desired?
Why would intermediaries want to be exclusive distributors for a product? Why would producers want exclusive distribution? Would intermediaries be equally anxious to get exclusive distribution for any type of product? Why or why not? Explain with reference to the following products: candy bars,
Explain the present legal status of exclusive distribution. Describe a situation where exclusive distribution is almost sure to be legal. Describe the nature and size of competitors and the industry, as well as the nature of the exclusive arrangement. Would this exclusive arrangement be of any
Discuss the promotion a new grocery products producer would need in order to develop appropriate channels and move products through those channels. Would the nature of this job change for a new producer of dresses? How about for a new, small producer of installations?
Describe the advantages and disadvantages of the approaches to international market entry discussed in this chapter.
Give two examples of service firms that work with other channel specialists to sell their products to final consumers. What marketing functions is the specialist providing in each case?
Discuss some reasons why a firm that produces installations might use direct distribution in its domestic market but use intermediaries to reach overseas customers.
Explain discrepancies of quantity and assortment using the clothing business as an example. How does the application of these concepts change when selling steel to the automobile industry? What impact does this have on the number and kinds of marketing specialists required?
Explain the four regrouping activities with an example from the building supply industry (nails, paint, flooring, plumbing fixtures, etc.). Do you think that many specialists develop in this industry, or do producers handle the job themselves? What kinds of marketing channels would you expect to
Insurance agents are intermediaries who help other members of the channel by providing information and handling the selling function. Does it make sense for an insurance agent to specialize and work exclusively with one insurance provider? Why or why not?
Discuss the Place objectives and distribution arrangements that are appropriate for the following products (indicate any special assumptions you have to make to obtain an answer): a. A postal scale for products weighing up to 2 pounds. b. Children’s toys: (1) radio-controlled model airplanes
Give an example of a producer that uses two or more different channels of distribution. Briefly discuss what problems this might cause.
Explain how a channel captain can help traditional independent firms compete with a corporate (integrated) channel system.
Hydropump, Inc., produces and sells high-quality pumps to business customers. Its marketing research shows a growing market for a similar type of pump aimed at final consumers— for use with Jacuzzi-style tubs in home remodeling jobs. Hydropump will have to develop new channels of distribution to
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