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Marketing 12th edition Charles W. Lamb, Joe F. Hair, Carl McDaniel - Solutions
Give several examples of how ethical practices can vary from one culture to the next.
Should Jane claim that she is Hispanic American? Explain your response.
Does the Federal Trade Commission address this issue? Go to www.ftc.gov and search for guidelines for small business advertising or e-commerce. What does Jane risk in making false claims in her ads?
Discuss the four components of corporate social responsibility (CSR) and how they relate to a charitable campaign such as (Product) RED. How does participation in a cause-marketing event contribute to a company’s corporate social responsibility? What role does sustainability play?
Do you think a partnership with (Product) RED can improve Gap’s image? Is it a sign that they are making a commitment to corporate social responsibility or do you agree with critics who say their involvement is an attempt to spit-shine the company’s image while continuing to do business as
Describe the various types of technology that have contributed to the media coverage, marketing efforts, and public discussion of the RED campaign.
A year after (Product) RED’s launch, Ad Age reported that although $100 million had been spent on marketing the campaign, only about $25 million had gone to the charity itself. Industry observers speculated that this could trigger a backlash against the campaign. Do you believe the criticism is
Does Method have a societal marketing orientation, or is it just a market-oriented company that integrates a number of environmental practices into its operation? Explain.
How is Method practicing sustainability?
Discuss the changing social factors that have made it possible for Method to be so successful.
What is the purpose of environmental scanning? Give an example.
Explain how consumers’ buying habits may change during a recessionary period.
Periods of inflation require firms to alter their marketing mix. Suppose a recent economic forecast expects inflation to be almost 10 percent during the next eighteen months. Your company manufactures hand tools for the home gardener. Write a memo to the company president explaining how the firm
Give three examples of how technology has benefited marketers. Also, give several examples of how firms have been hurt because they did not keep up with technological changes.
The Federal Trade Commission and other governmental agencies have been both praised and criticized on their regulation of marketing activities. To what degree do you think the government should regulate marketing? Explain your position?
Explain how the nature of competition is changing in America.
Might there be times when a company becomes too competitive? If so, what could be the consequences?
Using the library and the Internet, find examples of large companies directing marketing mixes to each major ethnic group.
Baby boomers in America are aging. Describe how this might affect the marketing mix for the following: Bally Total Fitness: McDonald’s: Whirlpool Corporation: The State of Florida: Target stores:
You have been asked to address a local Chamber of Commerce on the subject of “Generation Y.” Prepare an outline for your talk.
How should Ford Motor Company market differently to Generation Y, Generation X, and baby boomers?
Go to the library and look up a minority market such as the Hispanic market. Write a memo to your boss that details the many submarkets within this segment.
Does the AMA Statement of Ethics address this issue? Go to www.marketingpower.com and review the statement. Then write a brief paragraph on what it contains that relates to Gary Caplan’s marketing decision.
Discuss environmental factors related to population that are changing the way certain people approach car buying and are thus creating new market segments.
Describe the values held by this emerging group of drivers, which incline them toward car sharing programs.
How are automakers using car-sharing programs to cater to customers’ component lifestyles?
Method’s founders and CEO repeatedly reference the role of competition and consumers in their assessments of the company’s external environment. Is there a hierarchy to the environmental factors discussed in this chapter? Explain.
Should other companies imitate the emphasis Method gives to certain factors in its external environment? Why or why not?
What is meant by "having a global vision"? Why is it important?
What are the major barriers to international trade? Explain how government policies may be used to either restrict or stimulate global marketing.
Candartel, an upscale manufacturer of lamps and lampshades in America, has decided to “go global.” Top management is having trouble deciding how to develop the market. What are some entry options for the firm?
Explain how the U.S. Commercial Service can help companies wanting to enter the international market.
What are some of the advantages and potential disadvantages of entering a joint venture?
The sale of cigarettes in many developed countries either has peaked out or is declining. However, the developing markets represent major growth markets. Should U.S. tobacco companies capitalize on this opportunity?
Describe at least three situations where an American company might want to keep the product the same but alter the promotion. Also, give three examples where the product must be altered.
Explain how exchange rates can affect a firm’s global sales.
Describe how “going global” via the Internet presents opportunities and challenges.
Give several examples of how culture may hinder “going global” via the Internet.
Discuss job outsourcing. Is it beneficial to U.S. firms?
Rubbermaid, the U.S. manufacturer of kitchen products and other household items, is considering moving to global marketing standardization. What are the pros and cons of this strategy?
Do you believe that multinationals are beneficial or harmful to developing nations? Why? What could foreign governments do to make them more beneficial?
Many marketers now believe that teenagers in the developed countries are becoming “global consumers.” That is, they all want and buy the same goods and services. Do you think this is true? If so, what has caused the phenomenon?
Renault and Peugeot dominate the French market but have no presence in the U.S. market. Why do you think that this is true?
Suppose your state senator has asked you to contribute a brief article to her constituents' newsletter that answers the question "Will there ever be a 'United States of Europe'?" Write a draft of your article, and include reasons why or why not.
What should Moore do?
Review the Foreign Corrupt Practices Act online at www.justice.gov/criminal/fraud/fcpa. Write a brief paragraph on what this statute contains that relates to Moore’s dilemma. Some American executives think this law causes American corporations to suffer a competitive disadvantage. Do you agree?
Which of the five methods for entering foreign markets did many multinational firms originally use for reaching the $2-a-day consumer, and how did they do so?
Which of the five methods for entering foreign markets are many multinational firms now using for reaching the $2-a-day consumer, and how are they doing so?
Discuss some features of promotion that many companies are using to market to the $2-a-day consumer.
Is Method a multinational company? Explain.
Which environmental factors facing all global marketers is Method confronting as it begins to expand into foreign markets?
Outline Method’s global marketing mix.
What is innovative about how Method envisions moving into foreign markets? Would Method’s strategy for global expansion work for other companies or industries? Which ones? Explain.
The type of decision making a consumer uses for a product does not necessarily remain constant. Why? Support your answer with an example from your own experience.
Visit CarPoint’s Web site at autos.msn.com/. How does the site assist consumers in the evaluation stage of choosing a new car? Develop your own hypothetical evoked set of three or four car models and present your comparisons. Which vehicle attributes would be the most important in your purchase
Recall an occasion when you experienced cognitive dissonance about a purchase. In a letter to a friend, describe the event, and explain what you did about it.
Describe the three categories of consumer decision making behavior. Name typical products for which each type of consumer behavior is used.
You are the new marketing manager for a firm that produces a line of athletic shoes to be targeted to the college student subculture. In a memo to your boss, list some product attributes that might appeal to this subculture, the steps in your customers’ purchase process, and recommend some
How do beliefs and attitudes influence consumer behavior? How can negative attitudes toward a product be changed? How can marketers alter beliefs about a product? Give some examples of how marketers have changed negative attitudes about a product or added or altered beliefs about a product.
What should EyeOnU do? Should it protect the student’s data, or should it take the opportunity to create new revenues?
Visit the COPPA site dedicated to distributing information about the Children’s Online Privacy Protection Act at www.coppa.org/comply.htm. Then write a brief paragraph on the responsibilities a Web site operator has to protect children’s privacy and safety online and how that relates to
Which stages of the consumer decision-making process are affected most by comparison shopping on mobile platforms? Explain.
Based on the goal expressed by Steve Yancovich, which stage of the consumer decision-making process is eBay trying to influence? How are they doing so?
While the ReadyMade magazine was still in the design stages, very little research was done to determine whether an interested market existed. Did this adversely affect the magazine as it moved forward to publication? Explain.
To what extent does ReadyMade rely on opinion leaders to promote the magazine? Is this a successful tactic?
A colleague has sent you an e-mail seeking your advice as he attempts to sell a new voice-mail system to a local business. Send him a return e-mail describing the various people who might influence the customer’s buying decision. Be sure to include suggestions for dealing with the needs of each
Intel Corporation supplies microprocessors to Hewlett-Packard for use in their computers. Describe the buying situation in this relationship, keeping in mind the rapid advancement of technology in this industry.
How could use you use the Web site www.BtoBonline.com to help define a target market and develop a marketing plan?
How might derived demand affect the manufacturing of an automobile?
Your boss has just asked you, the company purchasing manager, to buy new computers for an entire department. As you have just recently purchased a new home computer, you are well educated about the various products available. How will your buying process for the company differ from your recent
Would it be legal and ethical for Cameron Stock to accept this gift?
How is this addressed in the AMA Statement of Ethics? Go to the AMA Web site at www.marketingpower.com/AboutAMA/ and reread the Statement of Ethics. Write a brief paragraph summarizing where the AMA stands on the issue of supplier gifts.
Pantone’s color-management systems were designed in a business environment and are primarily employed by businesses and entrepreneurs seeking to standardize colors across various production applications. Do you think Pantone’s systems might have any use for regular consumers, though? If so how?
The colors in Pantone’s systems are created from the proprietary formulations for a base set of inks. What kind of demand do the inks have with the color management systems as a whole?
What type of business product is the Pantone Management System?
What sort of strategic alliances does ReadyMade maintain? In what ways are these partnerships beneficial to the magazine?
Mercedes-Benz is thinking about advertising its cars to college students. Do you think that college students are a viable potential market for Mercedes? Why or why not?
You are the marketing manager for a specialty retailer that sells customized handbags. Write a memo to your boss describing how the company could benefit from one-to-one marketing.
Go to the Web site www.careermag.com. How are visitors to the following Web site segmented when seeking relevant job openings? Report your results.
As a marketing consultant for a chain of hair salons, you have been asked to evaluate the kids’ market as a potential segment for the chain to target. Write a memo to your client showing your evaluation of the kids’ segment against the four criteria for successful market segmentation.
Choose magazine ads for five different consumer products. For each ad, write a description of your perception of the demographic characteristics of the targeted market.
Investigate how Delta Airlines (www.delta.com) uses its Web site to cater to its market segments.
Choose five ads from business publications such as the Wall Street Journal, Fortune, or BusinessWeek. For each ad, write a description of how you think the company has segmented the business market.
Form a team with two or three other students. Create an idea for a new product. Describe the segment (or segments) you are going to target with the product and explain why you chose the targeting strategy you did.
Is marketing tobacco products to younger consumers unethical?
Many are beginning to argue that fast-food companies, such as McDonald’s and Burger King, are knowingly marketing unhealthy food to consumers. Is it unethical for fast-food companies to market kids’ meals to children?
What does the AMA Statement of Ethics have to say about marketing unhealthy or harmful products to consumers, particularly children and young adults? Go to the AMA Web site at www.marketingpower.com to review the statement of ethics (www.marketingpower.com/AboutAMA/Pages/Statement of Ethics.aspx).
Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: Diet Coke, Coke Zero, Diet Coke Plus, Coca-Cola Blak, and Full Throttle Blue Demon. What types of demographic segmentation is each product’s marketing most likely to include?
Some industry analysts think soft-drink companies should develop products that will bring new customers into the market rather than just creating variants on the old. They warn that products like Coke Zero will cannibalize lost market share from other soft drink categories instead of increasing the
Why do you think that the hidden-camera videos used to promote Coke Zero were an effective way to reach its target market? Do you think a similar strategy with a viral marketing campaign on the Internet would appeal to the target market for Diet Coke Plus?
Do you think Diet Coke could have been repositioned to change consumers’ perceptions of it enough to be considered a drink equally appealing to men? Why or why not?
What sort of segmentation does ReadyMade use when it markets to businesses and investors?
In the absence of company problems, is there any reason to develop a marketing DSS?
What is a marketing research aggregator? What role do these aggregators play in marketing research?
Discuss when focus groups should and should not be used.
Why do companies hire mystery shoppers?
What are various ways to obtain respondents for online surveys?
Describe the advantages and disadvantages of online surveys.
Why has scanner-based research been seen as “the ultimate answer” for marketing researchers? Do you see any disadvantages of this methodology?
Explain the difference between marketing research and a DSS.
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