E Marketing 7th edition Judy Strauss, Raymond Frost - Solutions

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If consumers are being deluged by sensory overstimulation, what can a marketer do to cut through the clutter?
Using the principles of classical conditioning or operant conditioning, design a marketing program for a nonprofit or for a political candidate.
What should ads say to help brands make the first (non-compensatory) cut in decision making to be included in a consumer’s consideration set? What should ads say to help a brand be chosen, once in the set?
1. Using the purchase process (i.e., pre-purchase, purchase, and post-purchase), analyze the customer information provided by the owner and employees of Scholfield Honda.2. Chapter 2 identifies three types of purchase decisions for consumers. Describe the type of purchase decision that
Say you’ve got a friend who is an entrepreneur—she’s making the best… software, wine, whatever, the world’s ever seen. She is certain that everyone will like her new product, so she thinks your idea about segmentation is not necessary. How can you convince her and help her with her
What variables would be useful to segment visitors to your city’s public aquarium?
How might you obtain data to segment visitors to your city’s public parks, by day of week and time of day? What would you expect to find?
Who do you suppose is the ideal customer segment to target for donations to:a) American Cancer Society,b) Your university,c) World Relief Funds?
1. How can market segmentation be useful for producers of bicycles?2. On what factors does Raleigh Wheels base its market segmentation?3. How can Raleigh Wheels benefit from the market segment that it pursues?
This question gives you more market sizing practice (it’s a skill you’ll need). Using the RV logic from the chapter, try to estimate the possible market for the number of pairs of football pants a manufacturer could sell in your city. Hints:• Go online and find the number of high schools in
Go to your business school’s home page. In the general information somewhere will be basic descriptive statistics on your student body demographics. Use that data to size the market for vending machines which dispense thumb drives, flavored coffees, and packets of no-doze. What other data would
1. Describe the market segment toward which the ReadyMade magazine is primarily targeted.2. What key attributes of ReadyMade magazine appeal to this market segment?3. How is the target market of ReadyMade magazine changing, and why is it changing?
If you were to create a perceptual map for the product category of watches, what attributes should you include to illustrate both the similarities and differences among the brands?
Find a company that is struggling. Where is it in the positioning matrix? Could the company be more successful if it changed any of its Ps (e.g., to head to the low/ low/ low/ low or high/ high/ high/ high cells)?
Write a position statement for yourself to convince your favorite company to hire you.
1. Describe Numi’s product line in terms of the four Ps of marketing  product, price, place, and promotion.2. Combining product, price, place, and promotion together into the strategic marketing management framework, describe the strategic positioning of Numi’s product line.3. Does this
When you get your hair cut, what’s the “core” of what you buy vs. what are the “value-addeds” in the purchase? What’s a consultant’s core vs. value-addeds? What is the core vs. value-addeds for music?
Consider one of these purchases: health care, a car, a time-share condo. What elements are tangible vs. intangible? How do the tangible vs. intangible components contribute to your satisfaction or dissatisfaction with the consumption?
There are companies that have traditionally been known for their excellence in tangibles, e.g., Xerox in copiers, IBM in computers, who now describe themselves as primarily service companies. Do you agree? What does it take for a company to declare itself as a service organization (e.g., a
1. What are the main products offered by Kodak to its customers, and how would you position these products on the goods-to-services continuum of products?2. Describe the core elements and the value-added elements of Kodak’s product line(s).3. Describe the breadth and depth of Kodak’s product
What is one of your favorite brands (why)? What is a brand you hate (why)?
Which brand personality best describes you? Your business school? What about these images do you like? What about these images would you like to change to something even more desirable (and how would you do so)?
Read the methodology of Interbrand.com for brand valuations. How might you improve their methods and the sorts of measures they use to assess brand equity?
1. What are the key product features or qualities that define the Method brand of household cleaning products?2. What value accrues to customers who purchase the Method brand of household cleaning products? What value accrues to Method itself?3. Is Method’s line of household cleaning products a
Consider the trends described in the chapter (e.g., aging, heightening environmental concern, or say China). How will each affect the business you are in (or were in before coming to business school)?
Make a list of three of your most favorite brands. What would be a great brand-, or line-extension that you would like to see developed as a new product?
1. What methods did Smart USA use to test market the Smart Fortwo car among prospective customers?2. What trends are influencing the market potential of the Smart Fortwo car?3. How does Smart USA utilize buzz marketing?
Lawyers are changing their pay structures. It used to be that they would bill hourly (top dollar for top lawyers, less experienced helpers had cheaper rates). Now they’re beginning to price like consultants—per project. Thus they must begin assessing the value-added to the client firm of the
Why do you think the fashionista segment pays such high prices for designer clothing with the knowledge that it will be passé after the current season?
What are the kinds of purchases for which you’ll “spare no expense”? What kinds of purchases do you want to buy spending as little as possible? What are the major differences between these two categories that drive your attitude regarding price?
1. How does the concept of segmentation pricing relate to Washburn Guitar’s four different price points?2. How does Washburn’s four different price points reflect customer wants and needs?3. Are Washburn’s four price points an accurate indicator of differential quality? Why or why not?
Go online and compare three franchises (e.g., franchise.org, americasbestfranchsies.com, or whichfranchise.com). Choose two franchises in the same industry (e.g., fast food) and the third franchise from another industry (e.g., hair cutting). Make a table to report the fee structures (upfront,
If you were to take your company global, which 3 countries would be your first targets, and why? What kinds of strategies and products fit with those countries’ segments of customers?
1. Describe the marketing exchange relationship that exists between Southwest Airlines and its customers.2. Describe the 5Cs of the marketing framework as they pertain to Southwest Airlines.3. How does Southwest Airlines’ approach to providing a total product experience capture the marketing
Rip up your favorite magazine, and classify any 5 ads according to whether you think they’re aiming to achieve a cognitive, emotional, or behavioral goal. Which ad do you like the most? Did any stimulate you to learn more about the brand?
Imagine you were designing an ad for a (choose one): car, laptop, health clinic. What would your ad look like if you were targeting:• older people?• kids?• Wealthy people? • What celebrity would you have endorse your brand? Why?
1. What purposes do promotional activities serve at L.L. Bean?2. Describe L.L. Bean’s approach to integrated marketing communication.3. What are some useful indicators of the effectiveness of L.L. Beans’ approach to integrated marketing communication? Why are these indicators useful?
Choose an ad you like, from the web, radio, a magazine, wherever, and design an IMC campaign for the other media; that is, if you heard a radio ad you liked, design what a complementary web ad and magazine ad might look like. What gains might the company enjoy by the added media and supplemental
If you had to reach a customer segment of “tweens” (kids between 8 and 13), which medium would you choose? What about for men in their 30s? Men in their 60s? In which medium would you advertise if you ran one of your city’s performing arts centers?
1. What are some of the key customer touch points for Ogden Publications?2. How does Ogden Publications use integrated marketing communications to provide a consistent message across these customer touch points?3. How does Ogden Publications benefit from using integrated marketing communications?
What would you do to enhance the chances that a video you post will go viral?
Do you post personal photos or videos on your Facebook page? What do you think about companies that research their job candidates’ Facebook pages before hiring them?
What would you do if you found out that a colleague had posted your slides to a recent presentation on a public slide-sharing platform? How do you define intellectual property rights; when is something yours?
Do you ever read product recommendations before buying? You don’t know these people—how do you discern which ones to believe? What cues do you use to figure out who knows what they’re talking about?
Choose a program from the reality TV genre—how is it that a person with no apparent talent becomes famous? Are these societal mechanisms a good thing or a bad thing?
1. Social media can be described with three properties: (a) Very rich, vivid sensory experiences versus relatively simple, even impoverished sensory experiences; (b) Primarily social in nature versus more industrious goals; (c) Commercial versus non-commercial. How would you describe Rogue
New businesses are frequently launched as a means to smooth over dissatisfaction with a current glitch in the industry. Pick some industry and solve its customer dissatisfaction problem(s). For example, if you find flying annoying, or you’re not happy with your dentist (or professor?), what
Go online and find the average length of a “lifetime” for purchases in the categories of: houses, cars, gym memberships, baby diapers, birth control pills, Viagra prescriptions.
1. Customers have expectations of the businesses that they patronize. What expectations would someone entering a Jordan’s Furniture store for the first time likely have? What expectations would a loyal, repeat customer of Jordan’s Furniture likely have?2. Sometimes companies approach customer
It’s common for a top-level manager (i.e., your boss) to watch a single focus group and get excited about something a customer says, and prepare a marketing plan around it. Why do you know this is premature? How would you handle your boss?
Imagine designing a conjoint for your b-school’s café. In particular, you’re in charge of the daily pizza orders. Pizzas are tricky—while they’re a simple foodstuff, they can be created in a zillion combinations. What factors should you test in terms of your fellow students’ likely
1. Why do political organizations need marketing research conducted by LSPMA?2. What is the relationship between marketing research conducted by LSPMA and identifying the needs and wants of specific market segments?3. Why would a business rely on a marketing research firm that is heavily into
Consider the Treacy and Wiersema strategies for market dominance. Which of them (operational excellence, product leadership, customer intimacy) do you think guides these companies: Calvin Klein, Harley, Hermes, Lego, Microsoft, Nokia, Starbucks, Virgin.
If countries were brands, what metrics do you think these “brands” monitor: the U.S., China, Japan, Germany, Brazil? Are these “brand managers” watching the right indicators?
1. What would a SWOT analysis of Blue Dot reveal to a marketing professional?2. What are Blue Dot’s strategic goals?3. Is Blue Dot’s strategy one of cost leadership, differentiation, or focus? Explain your answer.
Pick your favorite brand and look at the 5Cs for that company. What is the brand’s “situation analysis”? Based on that assessment and what you know of the brand, what recommendations would you make to the company regarding that brand or its business?
With talk of elections all over the place, look at voters through an STP lens. How should a politician of your favorite party proceed?
Imagine a young person, recently graduated from college, who is trying to launch their career as a (pick one: comedian, singer, sports agent). Sketch out the best set of 4Ps you could suggest to them to help them get their ideal jobs and make career progress toward their goal.
1. What does a SWOT analysis reveal about White Rock?2. How has White Rock used market segmentation, targeting, and positioning in developing and executing a plan to ensure the survival and success of the company?3. How has White Rock used the four Ps of marketing ––– product, price, place,
Retailing wholesale club Costco has enjoyed substantial success at building customer loyalty. The warehouse outlets spend almost nothing on traditional advertising but have grown dramatically primarily by word of mouth. In short, enthusiastic Costco customers tell other people. Costco is a
Once upon a time, commercial flying was thought to be prestigious, adventurous, and fun. Few people would describe it that way today. In the "old days" passengers dressed in their best clothing and enjoyed the pampering of courteous, uniformed "stewardesses" (virtually all were women and most were
To get the most from this book and your study of customer service, apply ideas from each chapter to an organization of your choice. If you are currently employed or have a clear idea of the organization you want to work in, apply the end-of-chapter exercises to that organization. If you prefer,
Marcia and Lamar had just moved into a larger home and wanted to furnish the family room tastefully but without spending a lot of money. Saturday was the day for their furniture shopping, so off they went. Their first stop was a deep-discount Furniture Barn. The place was appropriately named—it
When people think of "down home" hospitality, big city hotels don't generally come to mind. But this past weekend in New York City, Midwesterners Dennis and Sylvia were downright shocked at just how friendly those big city folks can be. They arrived in New York on a rainy Friday afternoon. The taxi
Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider
Let's consider the flip side of good listening for a moment. How can we make it easier for other people to listen to us? Some things are easier to listen to than others. If we want to be listened to, we can apply some easy tactics to be more engaging by interlacing stories into our conversations.
Mario had barely arrived at the office when his boss, Marilyn, swept into his office and in her usual brusque way said, "Hi, Mario. Good weekend? Hope so. I got this idea: We've been concerned about the way our people never seem to listen to us—or to the customers. So, I was surfing the 'Net and
Return to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider the
The following situation describes a fairly commonplace business telephone conversation. In the space provided at the right, critique what is going on, noting both effective and ineffective techniques used by each speaker. Then answer the probe questions at the end of this exercise. Probes 1. What
Reread the story of Garth's call to the car dealership presented in this chapter. Then describe four or more telephone-use problems that probably led to Garth's irritation and his decision not to do business with that dealer.
Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider
Bruno LeBron was recently assigned as the technology officer for a midsized, business-to-business (B2B) consulting firm. His company offered other businesses help with planning locations for new stores, restaurants, and the like. While great service to clients has always been a core value of the
What does the future of the Internet look like? Many people have written about what has been described as one of humanity's greatest technologies. But, time marches on and technology changes rapidly. For example, while virtually all Internet users used to enter through some portal software such as
Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider
D'Arcy takes her car to a local inspection and emission station in her town. These inspections are required in her state and, generally, the process is relatively painless. The technician checks out her car while she fills out a simple form. Last Tuesday, she decided to stop on the way to work to
Devon MacGregor, known to his many friends as "Mac," jokes about being true to his Scottish heritage when he opened his warehouse-style store selling odd lots and large quantities of basic household staples. Mac and his partner, Donnie Antonio, talked for many hours as they planned the new company
Many of you readers will have never seen a telegram, but most are familiar with the history. In 2006 Western Union delivered its last telegram. The telegraph industry's life was taken, definitively and brutally by technological change. For more than 150 years, the telegram stood for immediacy and
On his way back to his home in San Francisco from a business trip, Michael decided to stop for the night in a little hotel overlooking the Pacific. When he arrived at the reception desk, quickly a well-dressed woman appeared and welcomed him to the hotel. Within three minutes from the greeting, he
Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider
Traveling across the country, Paul and his friend Randy often stopped at restaurants with familiar brands. One advantage of this is that the menu and often the service quality are likely to be consistent and familiar. Occasionally, however, they were disappointed. A breakfast stop at one such
A business magazine article on customer service began with a quote that said, "The biggest obstacle to knowing what customers really think about us is fear. We fear they'll tell us our product or service stinks, that we're horrible people, and that we should never have set foot on earth." Danica, a
Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider
Sherry is an active online shopper. She and her husband recently moved into a new home and most of the new furnishings came from her skillful searching of various Web sites. She got very good at ferreting out quality products at bargain process. One of her purchases was a lamp for the living room.
Dave and Andy opened their gym, Elevate Triathlon Training, a year ago. Both are active triathletes and they found that many fitness trainers, although good at giving patrons a healthy workout, were unaware of the special needs of endurance athletes such as those training for Ironman competitions.
Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider
Hair care companies everywhere spend a bundle on ads in trendy fashion magazines and in television advertising campaigns. But one niche player, Bumble and bumble (B&b), has a different strategy—they provide their customers (salon owners) with in-salon workshops. As an added service, they offer
Monika specifically timed her visit to the Sociology Department for a quiet day before winter classes began. As a 19-year-old student at a well-regarded private university, Monika was gathering information about various majors and sociology sounded interesting. She had completed most of her general
Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider
Early one morning Harry found himself hungry, alone, and lost in the land of no customer service as he stumbled into a donut shop. It was a rainy, gray morning and he was tired. Cars were parked at odd angles because the lines on the lot had long ago faded. The parking lot was dirty and the
As a young and ambitious physician, Rebecca Stacie was constantly looking for ways to improve office efficiency. She had recently decided to work as a sole practitioner in her own medical clinic specializing in internal medicine. Within a few months, word had gotten around about how helpful and
Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider
Let's go back to the ongoing case you selected. This will be either your current employer, a specific organization you want to work in, or one of the two hypothetical organizations described in Chapter 1: Independent Auto Sales and Service (IAS) or Network Nutrition Distributors (NND). Now consider
Define e-business and e-marketing.
What are the key elements of Web 2.0?
What are the key elements of Web 3.0?
The Barack Obama Campaign Story. Explain how Obama’s 2008 and 2012 campaign capitalized on Web 2.0’s properties and trends.
The Barack Obama Campaign Story. In 20 years, when Web 3.0 is a reality, what additional tactics will political campaigns use? (also refer to Exhibit 1.12)
As a consumer, what difference does it make if e-business is “just business?” Explain your answer.
What are the implications of the differences in various countries’ internet adoptions?
Some economists suggest that the increase in e-commerce within the business to business B2B market will lead to greater competition and more goods and services becoming commodities meaning they compete solely on price. How do you think this competition is likely to affect buyers within the B2B

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E Marketing 7th edition Judy Strauss, Raymond Frost - Solutions

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