Marketing Management 4th edition Russell S. Winer, Ravi Dhar - Solutions

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Marketing has often been defined in terms of satisfying customers’ needs and wants. Critics, however, maintain that marketing does much more than that, and creates needs and wants that did not exist before. According to these critics, marketers encourage consumers to spend more money than they
Consider the broad shifts in marketing. Are there any themes that emerge to these shifts? Can they be related to the major societal forces?
1. How would you describe Ford's company orientation?2. What steps can Ford take to be socially responsible marketer?3. If any of the Big Three automakers go bankrupt, which stakeholders would be adversely affected in the process?4. In your opinion, should the Canadian government have loaned money
Mission statements are often the product of much deliberation and discussion. At the same time, critics claim they sometimes lack "teeth" and specificity, or do not vary much from firm to firm and make the same empty promises. Mission statements are critical to a successful marketing organization
Consider Porter's value chain and the holistic marketing orientation model. What implications do they have for marketing planning? How would you structure a marketing plan to incorporate some of their concepts?
1. How is building a brand in a business-to-business (B-to-B) context different from doing so in the consumer market?2. Is Cisco's plan to reach out to consumers a viable one? Why or Why not?
One of the widely debated issues in developing marketing programs that target certain age groups is how much consumers change over time. Some marketers maintain that age differences are critical and that the needs and wants of a 25-year-old in 2002 are not that different from those of a 25-year-old
1. The CTC conducts extensive research before targeting a new market. It is always necessary to gather data before every marketing decision? Are there trades-offs?2. Identify current challenges in the global economic and political environment that would limit the CTC's ability to promote tourism in
Many marketing researchers have their favourite research approaches or techniques, although different researchers often have different preferences. Some researchers maintain that the only way to really learn about consumers or brands is through in-depth, qualitative research. Others contend that
When was the last time you participated in a survey? How helpful do you think the information was you provided? How could the research have been done differently to make it more effective?
1. Can smart phones be used for qualitative research? Justify your answer2. In measuring use of seat belts while driving, which would you prefer observational research or survey? What are the pros and cons of each?3. Can you think of devices other than smart phones that can reduce data collection
As more firms practice relationship marketing and develop customer databases, privacy issues are emerging as an important topic. Consumers and public interest groups are scrutinizing- and sometimes criticizing-the privacy policies of firms and raising concerns about potential theft of online credit
Consider the lifetime value of customers (CLV). Choose a business and show how you would go about developing a quantitative formulation that captures the concept. How would that business change if they totally embraced the customer equity concept and maximized CLV?
1. How can Cineplex Scene calculate lifetime value of a moviegoer? 2. From a CRM perspective, what are some of the patterns that Cineplex can analyze from its Scene database? How can it act on those patterns? 3. What are some of the ethical considerations in collecting and analyzing such data?
What mental accounts do you have in your mind about purchasing products and services? Do you have any rules you employ in spending money? Are they different from what other people do? Do you follow Thaler's four principles in reacting to gains and losses?
As marketers increasingly develop marketing programs tailored to certain target market segments, some critics have denounced these efforts as exploitative. For example, the preponderance of billboards advertising cigarettes, alcohol, and other vices in low-income urban areas is seen as taking
1. Use Maslow's Hierarchy of Needs to discuss the types of need that Maple Leaf addressed with its introduction of the Natural Selections line.2. At which stage of the buying-decision process are consumers most likely to pay attention to the ingredients in the foods they buy?3. From your
Many business to business marketing executives lament the challenges of business-to business marketing, maintaining that many traditional marketing concepts and principles do not apply. For a number of reasons, they assert that selling products and services to a company is fundamentally different
Consider some of the consumer behaviour topics from Chapter 6. How might you apply them to business-to-business settings? For example, how might non-compensatory models of choice work?
1. What would be some differences in your company trying to sell to another business versus to the government?2. MERX claims to have levelled the playing field in that business of any size have equal access to information on contracting opportunities with the Government ofCanada. Is this website
With marketers, increasingly adopting more and more refined market segmentations schemes fuelled by the Internet and other customization efforts-some critics claim that mass marketing is dead. Others counter that there will always be room for large brands that employ marketing programs targeting
Think of various product categories. In each segmentation scheme, to which segment do you feel you belong? How would marketing be more or less effective for you depending on the segment? How would you contrast demographic and behavioural segment schemes? Which one(s) do you think would be most
1. What are the different ways in which Clearly Contacts can segment the vision-care market? 2. By offering a wide assortment of products, is Clearly Contacts behaving like a mass marketer? Justify your answer. 3. What are some possible niche segments in the vision-care market that the company
Some critics vigorously denounce the practice of brand extensions, as they feel that too often companies lose focus and consumers become confused. Other experts maintain that brand extensions are a critical growth strategy and source of revenue for the firm. Line extensions can endanger brands
How can you relate the different models of brand equity presented in the chapter? How are they similar? How are they different? Can you construct a brand equity model that incorporates the best aspects of each model?
1. What are McDonald's Canada core brand values? Have these changed over the years?2. McDonald's did very well during the recession in the late 2000s. With the economy turning around for the better, should McDonald's change its strategy? Why or why not?3. What risks do you feel McDonald's Canada
Marketers have different views of how to position a brand. Some value structured approaches such as the competitive positioning model described in the chapter, which focuses on specific points-of-parity and points-of-difference. Others prefer unstructured approaches that rely more on stories,
Identify other negatively correlated attributes and benefits not described in the chapter above. What strategies do firms use to try to position themselves on the basis of pairs of attributes and benefits?
1) How does an exclusive brand such as Louis Vuitton grow and stay fresh while retaining its cachet?2) Is the counterfeiting of Louis Vuitton always a negative? Are there any circumstances where it can be seen as having some positive aspects?
Often, after a brand begins to slip in the marketplace or disappears altogether, commentators observe, "all brands have their day." Their rationale is that all brands, in some sense, have a finite life and cannot be expected to be leaders forever. Other experts contend, however, that brands can
Pick an industry. Classify firms according to the four different roles they might play: leader, challenger, follower, or nicher. How would you characterize the nature of competition? Do the firms follow the principles described in the chapter?
1) What are some of Samsung’s greatest competitive strengths?2) Samsung’s goal of $400 billion in sales by 2020 would bring it to the same level as Walmart. Is this feasible? Why or why not?
The "form versus function" debate applies in many arenas, including marketing. Some marketers believe that product performance is the end all and be all. Other marketers maintain that the looks, feel, and other design elements of products are what really make the difference. Product functionality
Consider the diverse means of differentiating products and services. Which ones have the most impact on your choices? Why? Can you think of certain brands that excel on a number of these different means of differentiation?
1. Which quality defines the Canada Goose brand - performance or conformance quality?2. What is Canada Goose's primary differentiation? Did the company dilute its primary differentiation by pursuing the fashion segment?
Think of the various pricing methods—markup pricing, target-return pricing, perceived value pricing, value pricing, going rate pricing, and auction-type pricing. As a consumer, which method do you personally prefer to deal with. Why? If the average price were to stay the same, which would you
1) Why has eBay succeeded as an online auction marketplace while so many others have failed?2) Evaluate eBay's fee structure. Is it optimal or could it be improved? Why? How?3) What's next for eBay? How does it continue to grow when it needs both buyers and sellers? Where will this growth come from?
Some marketers feel that the image of the particular channel in which they sell their products does not matter-all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel images-such as a retail store-can be critical and must
Think of your favourite retailers. How have the retailers integrated channel systems? How would you like to see channels integrated? Do you use multiple channels from the retailers? Why?
1. How are channel management and PWC's commitment to customer service linked?2. What is unique about PW & C's channel management?
One controversial move by some marketers of major brands is to supply private label makers. For example, Ralston-Purina, Borden, ConAgra, and Heinz have all admitted to supplying products-sometimes lower in quality-to be used for private labels. Other marketers, however, criticize this "if you
Think of your favourite stores. What is it that they do that encourages your loyalty? What do you like about the in-store experience?
1. What are the keys to Empire Company Limited's success? What risks does it face going forward?2. Why is it important that food retailers have a focus on sustainability?
Long deemed the most successful marketing medium, television advertising is increasingly criticized for being too expensive and, even worse, no longer effective as it once was. Critics maintain that consumers tune out too many ads by zipping and zapping and that it is difficult to make a strong
1. Electricity is a service that customers rarely think about until there's a power outage. 2. How can BC Hydro utilize digital media to gain support for its proposed rate increase? 3. Discuss the pros and cons of the downtown publicity stunt that BC Hydro carried out. Think of some other creative
Advertising creatives have long lamented ad pretesting. They believe that it inhibits their creative process and results in much sameness in commercials. Marketers, on the other hand, believe that ad pretesting provides necessary checks and balances as to whether an ad campaign is being developed
1) What does Coca-Cola stand for? Is it the same for everyone? Explain. 2) Coca-Cola has successfully marketed to billions of people around the world. Why is it so successful? 3) Can Pepsi or any other company ever surpass Coca-Cola? Why or why not? What are Coca-Cola's greatest risks?
One difference of opinion with respect to sales concerns the potential impact of training versus selection in developing an effective sales force. Some observers maintain that the best salespeople are “born” that way and are effective due to their personalities and all the interpersonal skills
Some new products experts maintain that getting close to customers through intensive research is the only way to develop successful new products. Other experts disagree and maintain that customers can't possibly provide useful feedback on what they don't know and can't provide insights that will
Many social commentators maintain that youth and teens are becoming more and more alike as time goes on. Others, while not disputing that fact, point out that the differences between cultures at even younger ages by far exceed the similarities. People are becoming more and more similar versus the
Some marketing observers maintain that good marketing is something that is more than anything an art and does not lend itself to rigorous analysis and deliberation. Others strongly disagree and contend that marketing management is a highly disciplined enterprise that shares much in common with
Describe the marketing concept. What companies in the marketplace might be described as “customer-focused?”
Describe why marketing is a value-added activity in organizations.
Marketing planning is an activity that should involve the entire organization. Why?
Think about some changes in the marketing environment in the last few years. What are some examples of the changing environment that we have experienced?
Describe each stage of the product life cycle. Select a representative product or service that exemplifies each of the stages.
Suppose that McDonald’s was considering bringing a new kind of hamburger to its stores. What kind of research would it need to do in order to have some confidence that the new product would sell well?
I’m interested in finding out if the demand for this textbook (new, not “pre-owned” copies) is sensitive to higher or lower prices. Design an experiment that you could run in the campus bookstore to determine this.
Pick a product that is used in everyday life. Observe your roommate, spouse, or some other person’s use of this product. Ask him or her questions about their brand loyalty, what they like/dislike about it, and anything else you want to know. How does this information obtained differ from what you
Suppose that Microsoft was introducing a new PC operating system to replace Windows 7. What kind of research would it need to do in order to have confidence that the new software would sell well?
What are the tradeoffs between all the kinds of research described in this chapter? Suppose you worked for a small startup company with a small research budget. Which of these kinds of research would be the most valuable?
Think of a product or service that is mass marketed and one that focuses on one or more particular segments. How does the development of marketing strategy differ in the two cases?
For a product of your own choosing, pick one logical variable (e.g. age) that can be used to segment the market. Now, add a second variable (e.g., gender), so that customers have to satisfy the categories of both variables simultaneously (e.g., 18- to24-year-old women). Now add a third variable.
What are the challenges in marketing products that are highly seasonal? Pick some examples to illustrate.
Pick a high tech product that was successful (e.g., VCR) and one that was not (e.g., the videodisc player, Apple Newton). Using Everett Roger’s five factors facilitating the adoption of new technological products (relative advantage, etc.), explain the difference in the product’s success.
Why is the notion of derived demand so important for companies selling products and services to other organizations? Can you think of an example in which an industrial company has benefited from changes in end-consumer demand? Or suffered?
Most marketing managers consider their product form or product category competitors to be the most serious threats. What are the pros and cons of this perspective?
Suppose you were the marketing manager for Steinway in charge of its line of grand pianos. How would you design a research study to better understand the generic competitors of the product?
In most case, competitors are viewed as being undesirable, that is, having fewer competitors is better than having many. Can you think of situations in which competitors can help you?
What are the limitations of game theory approach to understanding competitive strategy?
Other than the Coke/Pepsi illustration used in the beginning of this chapter, have you observed any other markets in which the competitors appeared to be acting strategically in the game theory sense?
Pick two companies with different branding strategies (i.e., corporate parent brands vs. distinct product brands). Why do you think they are using different branding approaches?
Given the two brand names Nabisco and Mercedes Benz, choose several brand extensions that you believe make sense and several that do not. Explain why.
Are there some product categories that are more amenable to global branding than others are? What are the general characteristics of those that work and those that do not?
Give several examples of brands that have been recently repositioned. How has this been implemented and for what reason?
Are there some kinds of products and services that can more easily mass customized than others can? Are there any negatives to mass customization?
Consider the three major categories of new products: classically innovative products (ones that create new categories), new category entries, and line extensions. How does the job of the marketing manager differ for these three kinds of new products?
What are the pros and cons of the three approaches to new product development discussed in this chapter? Are there some circumstances (e.g., different product categories) in which one approach might be better than another?
This chapter explores alternative methods for forecasting the demand for new products before they are launched. Compare these methods with those discussed in Chapter 3, which use existing sales data for products already on the market. How are the forecasting challenges facing marketing managers
For frequently purchased products, successful new products must have high trial and repeat rates. What tools can the marketing manager use to increase trial rates? Repeat rates?
How is launching industrial products or consumer products with infrequent purchasing rates (e.g., TVs) different from launching frequently purchased products? What key measures are used to assess trial and repeat rates for frequently purchased products?
It is fairly obvious that the success rate of new products would improve if communications between R&D and marketing improved. From a human resources perspective, what are some of the programs and incentives you could put in place to accomplish this?
Why is the marketing strategy so important to the pricing decision? Can you think of some examples in which the strategy and the price appear to be inconsistent?
Find other illustrations of companies that have set prices lower than customer value. Do you think they were set that way intentionally? If so, why?
Suppose your company had just developed a new TV set that had TiVo (the digital video recorder) built into it. What steps would you go through to determine how much more you would charge (if anything) for such a TV over the stand-alone price?
What other products and services exhibit a strong correlation between price and perceived quality? Are marketing strategies different for such products than for those for which there is no such natural relationship?
What are the implications for consumer welfare (i.e., privacy, safety) of the proliferation of auction sites on the Web? Are there any regulatory implications?
Integrated marketing communication (IMC) is a very important concept in marketing. What are the barriers to a marketing manager’s implementation of IMC? If IMC is not achieved, what is the impact on the marketing strategy?
Consider two different products: an industrial product and a consumer product. How would the media for these products differ? What would affect the advertising scheduling for these two products?
Suppose that a new communication program is being developed for your school. What would be the goals of this program? What information would you collect to measure the effectiveness of the program?
Occasionally, companies will use media contrary to normal industry practice. For example, a B-to-B product might be advertised on network TV and a frequently purchased product would use no TV advertising. Under what conditions might this happen?
How is advertising and sales promotion similar? Different? Which do you think is a more effective communication tool and why?
Are particular kinds of customer-oriented sales promotions more likely to have long-term effects on buying behavior than others?
Summarize the factors that affect the allocation of money between advertising and promotion. Considering the consumer franchise-building approach, when would you want the CFB ratio to be below the 50–55% recommended? When might you want it to be much higher?
What are the pros and cons of trade deals from the perspectives of (a) the marketing manager, (b) the distributor, and (c) the retailer?
Besides the illustrations in this chapter, give an example of another industry that has witnessed substantial change in channels of distribution. What are the fundamental reasons (e.g., consumer behavior, competition) for this change?
An executive at a large package delivery company has complained that by shifting some of its business to independent channel members, the company has “lost control of the customer.” What do you think he means by this statement? Why does he consider this to be bad for the company?
What are the pros and cons of using the web as a distribution channel? Are there some situations where it should not be a part of the channel mix?
There can be considerable variation in how products are sold in different countries. For example, cars are sold door-to-door in Japan and in retail showrooms in most of the rest of the world. Besides institutional differences (e.g., laws), why does culture matter with respect to global channels
It is sometimes said that salespeople should be familiar with their customers’ marketing plans (e.g., understanding the customers’ competitors and customers). Of what use would this information be to the salesperson?

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Marketing Management 4th edition Russell S. Winer, Ravi Dhar - Solutions

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