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Marketing 12th edition Charles W. Lamb, Joe F. Hair, Carl McDaniel - Solutions
Detractors claim that scanner-based research is like “driving a car down the road looking only in the rearview mirror.” What does this mean? Do you agree?
Write a reply to the following statement: "I own a restaurant in the downtown area. I see customers every day who I know on a first-name basis. I understand their likes and dislikes. If I put something on the menu and it doesn't sell, I know that they didn't like it. I also read the magazine Modern
Give an example of (a) the descriptive role of marketing research, (b) the diagnostic role, and (c) the predictive function of marketing research.
Critique the following methodologies and suggest more appropriate alternatives:a. A supermarket was interested in determining its image. It dropped a short questionnaire into the grocery bag of each customer before putting in the groceries.b. To assess the extent of its trade area, a shopping mall
You have been charged with determining how to attract more business majors to your school. Write an outline of the steps you would take, including the sampling procedures, to accomplish the task.
Should John Smythe sell the names?
Does the AMA Statement of Ethics address this issue? Go to www.marketingpower.com/AboutAMA/Pages/Statement of Ethics.aspx. Then, write a brief paragraph on what the AMA Statement of Ethics contains that relates to John Smythe’s dilemma.
Look at the characteristics of survey research outlined in Exhibit 9.3, and analyze Marriott Mobiles mobile feedback system with respect to these characteristics.
What are some of the disadvantages of the mobile-based survey that Marriott created?
How has ReadyMade been able to help Toyota promote its new line of cars? What benefit has ReadyMade seen from the partnership?
Form a team of four or five members. Have the team determine what the tangible and intangible benefits are for a computer, a tube of toothpaste, a beauty salon, and a dentist.
Land’s End and L.L. Bean are renowned for their product guarantees. Find and read the exact wording of their guarantees on their Web sites (www.landsend.com and www.llbean.com). Do you think a company could successfully compete against either without offering the same guarantee?
A local civic organization has asked you to give a luncheon presentation about planned obsolescence. Rather than pursuing a negative approach by talking about how businesses exploit customers through planned obsolescence, you have decided to talk about the benefits of producing products that do not
A local supermarket would like to introduce their own brand of paper goods (e.g. paper towels, facial tissue, etc.) to sell alongside their current inventory. The company has hired you to generate a report outlining the advantages and disadvantages of doing so. Write the report.
List the countries to which Levi Strauss & Co. markets through the Web site www.levi.com. How do the product offerings differ between the United States and European selections?
Is the marketing of unsought products unethical? Discuss your answer in terms of the AMA Statement of Ethics, found at www.marketingpower.com.
What are some of the benefits Ford has achieved through reorganizing its product line?
Discuss the various product modifications which Ford made to the Ford Explorer.
What are some examples of Ford’s product line extensions?
Using Exhibit 10.1 as a guide, create a diagram that organizes the Kodak products mentioned in the video. How are changes in the company’s product mix necessitating changes to the way managers market Kodak’s offerings?
List the attributes of the Kodak brand. What benefits of branding has the company experienced over time? Have there been pitfalls to having a brand with such strong associations?
Describe the functions of packaging of a disposable camera.
How many new products can you identify? Visit the supermarket and make a list of at least 15 items with the word “New” on the label. Include on your list anything that looks like a new product. Next to each item on your list, write the category of new product that best describes the item. Share
Review Exhibit 11.4. Analyze each product on the graph according to the characteristics that influence the rate of adoption. For example, what can you conclude from the data about the relative advantage of DVD Audio? Write one to two pages explaining your analysis.
What are the major disadvantages to test marketing and how might they be avoided?
How could information from customer orders at www.pizzahut.com help the company's marketers plan new-product developments?
Visit www.pg.com and look at the brands it offers around the world. What conclusions can you draw about Procter &Gamble’s global new-product development strategy?
Describe some products whose adoption rates have been affected by complexity, compatibility, relative advantage, observability, and/or “trialability.”
Is this practice ethical?
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 the AMA Statement of Ethics contains that relates to knock-off products.
Use the five product characteristics to analyze the rate of adoption for music based games.
Under which of the six new product categories would Guitar Hero be classified?
What were some of the signs that the music-based videogames had reached maturity.
Discuss the product development process at Kodak.
Place Kodak’s digital cameras in the product life cycle.
Assume that you are a manager of a bank branch. Write a list of implications of intangibility for your firm.
Over 25 years ago, Tim and Nina Zagat began publishing leisure guides containing reviews of restaurants. Today, the renowned Zagat guides still contain reviews of restaurants, but they also rate hotels, entertainment, nightlife, movies, shopping, and even music. Go to www.zagat.com. In your
Form a team with at least two other classmates, and come up with an idea for a new service. Develop a marketing mix strategy for your new service.
For the new service developed in question 4.1, have the members of the team discuss how they would implement a relationship marketing strategy.
Choose a service with which you do a lot of business. Write a memo to the manager explaining the importance of internal marketing and outlining the factors internal marketing includes.
Return to www.zagat.com and investigate what the site offers. How does Zagat propose to help companies do internal services marketing?
What issues would you have to think about in going global with the new service that you developed in the questions above? How would you change your marketing mix to address those issues?
Is this practice ethical? Discuss.
Does the AMA Statement of Ethics have anything to say about this issue? Go to www.marketingpower.com and review the statement. Then, write a brief paragraph on what the AMA Statement of Ethics contains that relates to this situation.
Describe how MinuteClinic puts the following promotion strategies to work for them: stressing tangible cues, using personal information sources, creating a strong organizational image, and engaging in post-purchase communication. What else could they try?
Are MinuteClinic’s services customized or standardized for patients? Do they incorporate any elements of mass customization?
In what way did MinuteClinic demonstrate reliability and responsiveness during the flu outbreak in Minnesota? How did it impress customers with tangible physical evidence that the clinics cared about them?
How important has MinuteClinic’s place (distribution) strategy been to the company’s success? Which elements does MinuteClinic focus on with its marketing mix? Why?
Outline Kodak’s pricing strategy for its services.
Your family runs a specialty ice cream parlor, Scoops. It manufactures its own ice cream in small batches and sells it only in pint-sized containers. After someone not affiliated with the company sent six pints of its ice cream to a popular talk-show host, she proclaimed on her national TV show
Assume that you are the marketing manager of a hospital. Write a report indicating the distribution functions that concern you. Discuss the similarities and dissimilarities of distribution for services and for goods.
Describe the most likely marketing channel structure for each of these consumer products: candy bars, Tupperware products, nonfiction books, new automobiles, farmers market produce, and stereo equipment. Now construct alternative channels for these same products.
You have been hired to design an alternative channel of distribution for a firm specializing in the manufacturing and marketing of novelties for college student organizations. In a memo to the president of the firm, describe how the channel operates.
Building on question 1.1, determine a new channel structure for Scoops. Write a proposal to present to your key managers.
Decide which distribution intensity level – intensive, selective, or exclusive – is used for the following products, and why? Piaget watches, Land Rover sport utility vehicles, M & M’s, special edition Barbie dolls, Crest toothpaste.
Now that you have a basic channel structure for Scoops (from question 3.3), form a team of three to four students and list the market, product, and producer factors that will affect your final channel structure.
Working with another student in the class, decide when it would be most advantageous for large companies like Procter & Gamble, IBM, and/or Ford Motor Company to develop integrated relationships with smaller suppliers. Would the same rules for integrated relationship development also apply to
Procter & Gamble and Wal-Mart are key partners in a shared channel. P&G is one of Wal-Mart’s biggest suppliers, and Wal-Mart provides extremely detailed scanner data about customer purchases of P&G products. Wal-Mart has begun selling its own brand of Sam’s Choice laundry detergent
What do you think about Wholesome’s idea for opening a new distribution channel?
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 the AMA Statement of Ethics contains that relates to distribution channels in developing nations.
What is the channel arrangement between Viacom, Time Warner, and consumers? Who are the intermediaries?
What is the Channel Conflict between Viacom and Time Warner?
Why is important to customers that Sephora keep detailed information about its inventory? What does Sephora do to insure its numbers are accurate?
How does Sephora manage its marketing channel? What information goes into deciding which suppliers become incorporated?
Discuss the benefits of supply chain management. How does the implementation of supply chain management result in enhanced customer value?
Discuss the concept of supply chain integration. How does it result in better customer-related outcomes?
What are the key processes in supply chain management, and who performs them? How does each process lead to increased customer satisfaction?
When should firms pursue lean, agile, and/or Leagile supply chain strategies?
What are the expected benefits that may come from supply chain mapping?
Assume that you are the supply chain manager for a producer of expensive, high-tech computer components. Identify the most suitable method(s) of transporting your product in terms of cost, transit time, reliability, capability, accessibility, and traceability. Now, assume you are the supply chain
Why is supply chain performance measurement necessary and important?
How does the Balanced Scorecard Approach help firms within the supply chain to establish and meet common goals?
Should companies such as Nike, Liz Claiborne, and Target avoid structuring their supply chains so that they include polluters, even if the pollution is occurring somewhere far from the United States?
What are the pros and cons associated with using supplies and/or labor sourced from supply chain partners (direct and indirect) based in countries that do not have strict pollution standards?
Does the AMA Statement of Ethics address the issue of environmental protection in supply chain management? Go to www.marketingpower.com and review the statement. Then, write a business memo to the Liz Claiborne president that describes how the AMA Statement of Ethics addresses the dilemma faced by
Discuss the types of strategic supply chain decisions involved in making the types of carrier modifications discussed in the case.
How can companies leverage this type of information to have successful knowledge management?
Which of the criteria for choosing a mode of transportation are most affected by the crunch? Discuss how that knowledge affects choosing transportation.
Why is important to customers that Sephora keep detailed information about its inventory? What does Sephora do to insure its numbers are accurate?
How does Sephora manage its supply chain? What information goes into deciding which suppliers become incorporated?
What advantages does franchising provide to franchisors as well as franchisees?
Identify a successful retail business in your community. What marketing strategies have led to its success?
How can a company create an atmosphere on its Web site? Visit the pages of some of your favorite retailers to see if they have been able to re-create the store atmosphere on the Internet.
What kind of retailers or brands do you think would benefit from a pop-up shop? Why?
What other companies are similar to CUTCO Cutlery in its approach to direct retailing?
Why would a company such as CUTCO Cutlery opt for the direct channel instead of the retailer channel for its consumer products?
Discuss the possible marketing implications of the recent trend toward supercenters, which combine a supermarket and a full-line discount store.
Explain the function of warehouse clubs. Why are they classified as both wholesalers and retailers?
Should low-cost retailers be required to locate near low-income customers? Why or why not?
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 the AMA Statement of Ethics contains that relates to retailing locations.
How would you describe Nordstrom’s level of service on the continuum from full service to self-service? Why? Give an example of a store that would be on the opposite end of the continuum and explain their differences.
Which of the six components of Nordstrom’s retailing mix do you think have been the most important to the company’s success? Why?
What are the primary challenges Nordstrom faces in the current retail climate? How has the competition changed in recent years, along with consumer expectations?
Visit www.Sephora.com and browse the online store. How does Sephora use the online environment to promote its products without the advantage of letting customers try before they buy?
Sephora is working out the details of a new loyalty program and they have asked you to give your input and advice. What do you tell them? How should they integrate this new program with the retailing mix they have already adopted?
What is a promotional strategy? Explain the concept of a competitive advantage in relation to promotional strategy.
Explain the difference between a "pull" and a "push" promotional strategy. Under what conditions should each strategy be used?
Why is understanding the target market a crucial aspect of the communication process?
Why might a marketing manager choose to promote his or her product using persuasion? Give some current examples of persuasive promotion.
Discuss the AIDA concept. How do these different stages of consumer involvement affect the promotional mix?
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