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Marketing 12th edition Charles W. Lamb, Joe F. Hair, Carl McDaniel - Solutions
Discuss the importance of integrated marketing communications. Give some current examples of companies that are and are not practicing integrated marketing communications.
What should Jane do? Why?
What does the AMA Statement of Ethics say about accuracy in promotional materials? Go to www.marketingpower.com and review the code. Then, write a brief paragraph describing how the AMA Code of Ethics relates to this issue.
What is the communication process for viral marketing? Is it different from conventional marketing? How so?
What was the initial promotional mix of the True Blood campaign, and how might it suggest an observance of IMC?
Did Cloverfield use a push or pull promotional strategy? What about The Dark Knight? Explain.
Why did True Blood shift its promotional mix as its premier neared? Was this a good or bad strategy? Explain.
Does Vans use a push or pull strategy to market its apparel? How does Steve feel about the two strategies?
Discuss the reasons why new brands with a smaller market share spend proportionately more on advertising than brands with a larger market share.
How can advertising and publicity work together? Give an example.
As the new public relations director for a sportswear company, you have been asked to set public relations objectives for a new line of athletic shoes to be introduced to the teen market. Draft a memo outlining the objectives you propose for the shoe's introduction and your reasons for them.
At what stage in a product's life cycle are pioneering, competitive, and comparative advertising most likely to occur? Give a current example of each type of advertising.
What is an advertising appeal? Give some examples of advertising appeals you have observed recently in the media.
What are the advantages of radio advertising? Why is radio expanding as an advertising medium?
You are the advertising manager of a sailing magazine, and one of your biggest potential advertisers has questioned your rates. Write the firm a letter explaining why you feel your audience selectivity is worth the extra expense for advertisers.
Identify an appropriate media mix for the following products: chewing tobacco, People magazine, Weed-Eaters, foot odor killers, and "Drink responsibly" campaigns by beer brewers.
Should Creative Advertising meet the client’s expectations (i.e., create the promotional spot) or risk losing account? Explain your reasoning.
What does the AMA Statement of Ethics say about truth in advertising? 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 issue.
Who does Vans consider to be its core consumers? How does the company reach them with its marketing messages?
How does Vans choose causes for its cause related marketing?
What does Vans do to ensure that its print ads fit the publications in which they appear?
Describe the role of the Internet in Vans’ communication strategy.
What is the primary factor that determines sales promotion objectives? Name some different types of sales promotion techniques, and explain the type of customer they are intended to influence.
What are the major advantages of personal selling to the company selling a product? What are the advantages to the person or company buying the product?
What are the key differences between relationship selling and traditional methods of selling? Which types of products or services do you think would be conducive to relationship selling?
You are a new salesperson for a well-known medical software company, and one of your clients is a large group of physicians. You have just arranged an initial meeting with the office manager. Develop a list of questions you will ask at this meeting to uncover the group’s specific needs.
What does sales follow up entail? Why is it an essential step in the selling process, particularly from the perspective of relationship selling? How does it relate to cognitive dissonance?
Discuss how different forms of sales promotion can erode or build brand loyalty. If a company's objective is to enhance customer loyalty to its products, which sales promotion technique would be most appropriate?
Not everyone thinks supermarket shopper cards are a bargain. Go to www.nocards.org and read several pages. Is the information on the site compelling? What do you think of shopper cards? You may want to use the Internet to research shopper cards in more detail before forming an opinion.
How does trade sales promotion differ from consumer sales promotion? How is it the same?
Is it unethical to advertise products at their post-rebate price in order to increase sales? Why or why not? What is another sales promotion method Hi-Tech Electronics could use to persuade customers to buy their plasma TV at the store?
Rebate programs are commonly used by electronic manufacturers because the rebates arouse consumers’ interest in buying products; yet only half of purchasers ultimately claim their rebates. Is a rebate program itself unethical if the manufacturer knows consumers are unlikely to receive their money?
What does Ron Popeil bring to personal selling that makes him so effective?
Explain how Ron Popeil’s selling tactics allow him to achieve the desired objectives of sales promotions.
How does Vans use giveaways and contests to market its products? Why do these strategies work so well for Vans?
How does Vans approach recruiting and training its sales force?
How has trade shows changed in recent years? What is Vans’ main goal at trade shows today?
Your firm has based its pricing strictly on cost in the past. As the newly hired marketing manager, you believe this policy should change. Write the president a memo explaining your reasons.
Why is it important for managers to understand the concept of break-even points? Are there any drawbacks?
How does the stage of a product's life cycle affect price? Give some examples.
Go to Priceline.com. Can you research a ticket's price before purchasing it? What products and services are available for purchase? How comfortable are you with naming your own price? Relate the supply and demand curves to customer-determined pricing.
How does price allocate goods and services?
Give an example of each major type of pricing objective.
Why do many firms not maximize profits?
Explain the role of supply and demand in determining price.
If a firm can increase its total revenue by raising its price, shouldn't it do so?
Explain the concepts of elastic and inelastic demand. Why should managers understand these concepts?
Why are so many companies adopting yield management systems?
Should ABM maximize its profits?
Does the AMA Statement of Ethics address this issue? Go to www.marketingpower.com and review the code. Then, write a brief paragraph on what the AMA Statement of Ethics contains that relates to ABM’s dilemma.
Which pricing objective was LivingSocial adopting with its Amazon gift card offer?
Would you expect demand for Acid+All to be elastic? Why or why not?
What role do the product life cycle, competition, and perceptions of quality play in Acid+All’s suggested retail price?
Would you buy Acid+All for the $3.89 retail price? Why or why not?
A manufacturer of office furniture decides to produce antique-style roll top desks reconfigured to accommodate personal computers. The desks will have built-in surge protectors, a platform for raising or lowering the monitor, and a number of other features. The quality, solid-oak desks will be
Have you ever paid a price penalty? How did it affect your attitude toward that company?
Imagine that you are a marketing manager for a mid-sized amusement park. You have attended an industry-wide meeting where a colleague gave a talk about new pricing strategies for amusement parks. You were very motivated by the seminar. Upon your return to work, write a memo to your boss outlining
Develop a price line strategy for each of these firms: a) a college bookstore, b) a restaurant, c) a video-rental firm.
During a recession, what pricing strategies would you consider using to gain or maintain product-market share? Explain your answer.
After a decade of astounding growth and prosperity, Americans were challenged by the economic downturn of the early 2000s. As a result, pricing became an issue for many consumers looking to pinch pennies. This was also true in areas where penny-pinching isn’t a common occurrence, like high-end
Should there be any legislation that requires companies to adhere to online prices even when posted in error?
What is the relationship between demand and price for products on the 6pm.com e-commerce site?
Janet Oliver, owner of a mid-priced dress shop notes, "My pricing objectives are simple: I just charge what my competitors' charge. I'm happy because I'm making money." React to Janet's statement.
What is the difference between a price policy and a price tactic? Give an example.
What are the three basic defenses that a seller can use if accused under the Robinson-Patman Act?
You are contemplating a price change for an established product sold by your firm. Write a memo analyzing the factors you need to consider in your decision.
Columnist Dave Barry jokes that federal law requires this message under the sticker price of new cars: "Warning to stupid people: Do not pay this amount." Discuss why the sticker price is generally higher than the actual selling price of a car. Tell how you think car dealers set the actual prices
The U.S. Postal Service regularly raises the price of a first-class stamp but continues to operate in the red year after year. Is uniform delivered pricing the best choice for first-class mail? Explain your reasoning.
How is the "information age" changing the nature of pricing?
What do you think?
Does the AMA Statement of Ethics address this issue? Go to www.marketingpower.com and review the statement. Then, write a brief paragraph summarizing what the AMA Statement of Ethics contains that relates to retail pricing.
Are the Black Friday deals discussed here examples of seasonal discounts? Why or why not?
Compare the pricing strategies of Method, ReadyMade, and Acid+All. Do all of these relatively new brands use the same strategy? Explain.
Identify the six components of the CRM process.
Explain the concept of data mining. Providing five examples of companies that are currently using data mining, and explain why each is using it.
Campaign management is a benefit derived by an organizations ability to leverage and disseminate information throughout the company. Briefly define campaign management and explain how a business may be applying it to its daily operations. In your answer, select a particular business as an example
Briefly explain the concept of a customer-centric focus. Why is this so important in a customer relationship management process?
What is meant by knowledge management? Why is it so important in a CRM system?
Develop a plan for establishing and managing interactions with a business’s customers. In this plan, identify the key touch points for customers, how the knowledge center would be designed, and the main interaction methods that would be promoted to the customer.
Briefly explain the concept of a data warehouse. In the context of a CRM framework, why is a data warehouse such an important tool?
What do you think? Should Maxwell use one-to-one marketing tools to communicate with children?
Does the AMA Statement of Ethics address marketing to children in its Statement of Ethics? Go to www.marketingpower.com and review the statement. Then, write a brief paragraph on how the AMA Statement of Ethics relates to Maxwell’s dilemma.
A customer-centric company builds long-lasting relationships by focusing on what satisfies and retains valuable customers. Discuss how Petco follows this customer-centric philosophy.
Now that Petco has identified the type of customer most likely to write reviews of their products, discuss the kinds of promotions that might encourage continued loyalty and response online from them in the future. What could they do to appeal to these customers?
Many mainstream retailers are still hesitant to post customer reviews on their Web sites. If you were consulting with one of these companies, what arguments would you use to convince management to try them?
How has Method identified customer relationships with the organization? What does the company do to nurture those relationships?
Identify the touch points mentioned in the video and list the types of information Method could gather at each one.
What are some ways that social media has changed your daily life? What can marketers take advantage of for their promotional purposes?
Has the electronic checkout supplanted the need for good customer service?
How should CVS respond to customers’ concerns?
Pick one social media platform and explain how it might be used from prospect to matriculate to alumni to donor.
What social media platforms do you think are most critical for Lyon College to engage?
Why is having a social media campaign strategy important?
What are some tools businesses can use to measure social media? How effective are these tools?
What are some problems with measuring social media (e.g., what does a “like” on Facebook really mean?)?
Go online to your favorite social media sites. What are brands that have garnered success there? What are some brands that have not been successful with social media? Based on this comparison, what are the key ingredients to getting customers to engage with a brand?
Which social media tools do you think are the most useful for most businesses? Why?
What do you think is the future of mobile technology? How do you think mobile technology will change people’s daily lives? How will it change marketing?
Why do you think having the Mission Control central to the marketing department is important to Gatorade?
Why do you think social media is so important to Gatorade? Do you think it deserves this placement within the marketing mix?
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