Marketing 12th edition Charles W. Lamb, Joe F. Hair, Carl McDaniel - Solutions

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List and explain the steps in promotion planning.
What is the decision facing American Express?
What factors are important in understanding this decision situation? Briefly.
What are the alternatives? Briefly.
What is advertising and what types of advertising do marketers use most often? What is an advertising campaign?
What is media planning? How do media planners use reach, frequency, gross rating points, and cost-per-thousand in developing effective media schedules? What are continuous, flighting, and pulsing media schedules?
What is the purpose of public relations? What is a crisis-management plan? What are some of the steps in planning a PR campaign? Describe some of the activities that are a part of PR.
Explain some of the different types of consumer sales promotions marketers frequently use.
Explain some of the different types of trade sales promotions marketers frequently use.
What is direct marketing? Describe the more popular types of direct marketing.
What is m-commerce?
What role does personal selling play within the marketing function?
Firms may seek the help of full-service or limited-service advertising agencies for their advertising. Describe each. What are the different departments of a full-service agency?
What is consumer-generated advertising and why is it growing in importance? What is crowd sourcing and how is it used in advertising?
What are some of the major criticisms of advertising? What is corrective advertising? What is puffery?
Describe the steps in developing an advertising campaign. What is a creative brief? What is meant by the appeal, execution format, tonality, and creative tactics used in an ad campaign?
What is media planning? What are the strengths and weaknesses of traditional media, that is, television, radio, newspapers, and magazines?
What is digital media? How do marketers use website advertising, mobile advertising, and video sharing in their digital media activities? What are owned, paid, and earned media?
How do marketers use branded entertainment and support media such as directories, out-of-home media, and place-based media to communicate with consumers?
How do marketers pretest their ads? How do they posttest ads?
What is the decision facing Frito-Lay?
What factors are important in understanding this decision situation? Explain.
What are the alternatives? Explain.
What is logistics? Explain the functions of logistics.
What are the advantages and disadvantages of shipping by rail? By air? By ship? By truck?
Define retailing. What is the role of retailing in today’s world? How do the wheel-of- retailing and retail life cycle theories explain the evolution of retailing? How do the economic environment, demographics, technology, and globalization affect the future of retailing?
Explain retail store shrinkage and the ways shrinkage normally occurs. What are some of the ethical issues in retailer’s treatment of consumers? What is “sweet hearting”?
How do marketers classify retail stores? Explain merchandise breadth and depth.
Describe the differences in merchandise assortments for convenience stores, supermarkets, box stores, specialty stores, category killers, leased departments, variety stores, general merchandise discount stores, off-price retailers, warehouse clubs, department stores, and hypermarkets.
Explain the different types of direct selling. What is the difference between a multilevel network and a pyramid scheme?
What is the role of automatic vending in retailing?
What is B2C e-commerce? What are some benefits of B2C e-commerce for consumers and for marketers? What are the limitations of B2C e-commerce?
What are some possible effects of B2C e-commerce on traditional retailing?
What is a supply chain, and how is it different from a channel of distribution?
What is meant by store atmospherics? How can the elements of atmospherics be used to increase the store’s success? How are store personnel a part of a store’s image?
What is visual merchandising? How do a retailer’s storefront and marquee participate in development of a store’s image?
What are some of the different types of store locations? What are their advantages and disadvantages?
What is a channel of distribution? What are channel intermediaries?
Explain the functions of distribution channels.
List and explain the types of independent and manufacturer-owned wholesaling intermediaries.
What factors are important in determining whether a manufacturer should choose a direct or indirect channel? Why do some firms use hybrid-marketing systems?
What are conventional, vertical, and horizontal marketing systems?
Explain intensive, exclusive, and selective forms of distribution.
Explain the steps in distribution planning.
What is the decision facing Walmart?
What factors are important in understanding this decision situation? Describe.
What are the alternatives? Describe.
Why are boomers such an important market that it creates a shift in attitude for many advertisers? Describe the shift in attitude that is being adopted by advertising agencies. Identify the reasons why this demographic change is affecting marketing decisions?
If you were a media planner, which Canadian media vehicles would you choose to reach the baby boomers? Would you use traditional and/or digital media vehicles? Which specific tools would you select? Justify your choices in terms of the target market.
If you were a sales agent for Zoom magazine, which type of advertisers would you seek? What companies would you wish to include as advertisers in your magazine? Consider your target market (i.e., boomers) as you formulate your response.
What is the AMA? What does it do? How do its services benefit marketers? www.marketingpower.com.
Your company president has decided to restructure the firm and become more market-oriented. She is going to announce the changes at an upcoming meeting. She has asked you to prepare a short speech outlining the general reasons for the new company orientation.
Donald E. Petersen, chairman of the board of Ford Motor Company, remarked, "If we aren't customer-driven, our cars won't be either." Explain how this statement reflects the marketing concept.
Give an example of a company that might be successfully following a production orientation. Why might a firm in this industry be successful following a production orientation?
A friend of yours agrees with the adage, "People don't know what they want - they only want what they know." Write your friend a letter expressing the extent to which you think marketers shape consumer wants.
Your local supermarket’s slogan is “It’s your store,” however when you asked one of the stock people to help you find a bag of chips he told you it was not his job and that you should look a little harder. On your way out, you noticed a sign with an address for complaints. Draft a letter
What should Rani Pharmaceuticals do?
Do you think it is ethical to use customer information across multiple divisions of the same company? Explain.
To which marketing management philosophy do you think the marketing director for Soothing Waters subscribes? Explain.
Can you identify examples of decisions about each part of the marketing mix (product, place promotion and pricing) that are being made in the cookie program?
How well do you think the Girl Scouts succeed in relationship marketing? Examine the different factors which relationship marketing depends on.
Is Method best described as having a market orientation or a societal-marketing orientation?
How does Method implement the marketing concept?
Choose three or four other students and make up a team. Create a marketing plan to increase enrollment in your school. Describe the four marketing mix elements that make up the plan.
Have your school enrollment marketing plan team (from question 8.1) develop a plan to implement, evaluate and control the marketing strategy.
What techniques can make your school enrollment marketing plan more effective?
Your cousin wants to start his own business, but he has decided not to write a marketing plan because he thinks that preparing such a document would take too long. He says he doesn’t need a formal proposal because he has already received funding from your uncle. Explain why it is important for
After graduation, you decide to take a position as the marketing manager for a small snack-food manufacturer. The company, Shur Snak, is growing, and this is the first time that the company has ever employed a marketing manager. Consequently, there is no marketing plan in place for you to follow.
Thinking back to question 3.2, write a business mission statement for Shur Snak. What elements should you include? Evaluate the mission you wrote against some of the missions you find online.
Break into small groups and discuss examples (at least two per person) of the last few products you have purchased. What specific strategies were used to achieve competitive advantage? Is that competitive advantage sustainable against the competitors?
Building on our Shur Snak example, imagine that your boss has stated that the marketing objective of the company is to do the best job of satisfying the needs and wants of the customer. Explain that although this objective is admirable, it does not meet the criteria for good objectives. What are
You are given the task of deciding the marketing strategy for a transportation company. How do the marketing mix elements change when the target market is (a) low-income workers without personal transportation, (b) corporate international business travelers, or (c) companies with urgent documents
Is marketing adult-styled undergarments to a younger audience unethical? Why or why not?
Would Abercrombie have been in the spotlight had the sexy words been omitted from the product? Explain your answer.
Do a brief market opportunity analysis for Disney, identifying the major markets that Disney has expanded into.
How does Disney’s cross-platform franchising help create sustainable competitive advantage?
Describe the marketing mix for one of Disney’s franchises.
Describe the major components of Bob Iger’s strategic plan.
Based on what you heard in the video, does Method have a marketing plan?
Explain the elements that make up Method’s competitive advantage. Is it sustainable?
What are the elements of Method’s marketing mix?
What are Method’s target market strategies and how does it use them in its operations?
Explain how each of the six factors contributes to a civil society.
A firm’s only responsibility to society is to earn a fair profit. Comment.
Is sustainability a viable concept for America’s businesses?
Illustrate how there can be conflicts between the needs and desires of various stakeholders.
What kind of marketing channel functions can be performed over the Internet? Why do you think so?
Explain the relationship between the global economy and social responsibility.
Defend the proposition that the only responsibility of the firm is to make money for the stockholders.
Explain how a firm can earn additional profits by being socially responsible.
Why are more firms jumping on the cause-related marketing bandwagon?
Explain the controversy surrounding some cause-related marketing.
Why is a free and uncontrolled media important in a country?
What are some questions that consumers should consider before participating in a cause-related campaign?
Can customs and laws sometimes conflict, especially when a society experiences an influx of immigrants?
It is sometimes said that ethics hold a person to higher standards than laws. Explain.
Moral relativists are basically time and place ethicists. Explain what this means.
Explain the differences between utilitarianism, casuist, and deontology theories.
Explain the difference between ethics and morals and describe the relationship between the two.
What are the differences between pre-conventional morality, conventional morality, and post-conventional morality? Give an example of each.

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Marketing 12th edition Charles W. Lamb, Joe F. Hair, Carl McDaniel - Solutions

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