CB4 4th Edition Barry J. Babin, Eric Harris - Solutions

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Using the DDB Tables (1B through 7B), determine what characterizes people who avoid buying products advertised on shows with sex or violence. What are the marketing and regulatory implications of this?
What characterizes individuals who feel that advertising directed at children should be taken off TV (DDB Tables 1B through 7B)? What are the marketing and regulatory implications of this?
Based on DDB Tables 1B through 7B, what characterizes those who feel that there is not enough ethnic diversity in commercials today? What are the marketing and regulatory implications of this?
Describe the various marketing activities aimed at children that are controversial?
Discuss new guidelines by the FTC regarding online privacy protection for adults?
Explain marketing communication issues related to adults including deceptive advertising?
Discuss regulation concerns when marketing to adults as they relate to product and price?
Visit the Federal Trade Commission website (www.ftc.gov). Describe the issues the FTC is concerned with in terms of consumer protection and marketing.
Visit the CARU website (www.caru.org). Examine the past 6 month’s news releases. Place each case in a category (such as privacy protection). What do you conclude?
Visit the TRUSTe website (www.truste.org). Evaluate its approach to privacy. Will such a seal increase consumer confidence in a site? Justify your response.
Visit one of the sites listed below. Evaluate the effectiveness of the site in terms of marketing to children and the degree to which it meets the requirements of The Rule under COPPA (Table 20-3). a) www.nick.com b) www.barbie.com c) www.nabiscoworld.com
What are the major concerns in marketing to children?
Describe the key provisions of The Rule under COPPA.
How would you go about deciding if COPPA has been effective?
What are the major concerns with marketing communications targeting adults?
What are the issues concerning the impact of advertising on adults’ values?
What is a pragmatic implication and how does it relate to information accuracy and deception?
What are the concerns with consumer information adequacy?
What is information overload?
What are the FTC’s general guidelines for “clear and conspicuous” disclosure in an online setting?
What are the major regulatory issues with respect to products?
What is a reference price? What is the concern with reference prices?
A television advertisement for General Mills’ Total cereal made the following claim: “It would take 16 ounces of the leading natural cereal to equal the vitamins in 1 ounce of fortified Total.” The Center for Science in the Public Interest filed a petition against General Mills claiming that
Turkey ham looks like ham and tastes like ham but it contains no pork; it is all turkey. A nationwide survey of consumers showed that most believed that the meat product contained both turkey and ham. The USDA approved this label based on a dictionary definition for the technical term ham: the
Are the self-regulatory attempts by the food and beverage industry enough in regard to regulating food marketing to children? What, if anything, additional would you propose? Explain.
Does advertising influence children’s values? What can the FTC and/or CARU do to ensure that positive values are promoted? Be precise in your response.
What rules, if any, should govern mobile marketing to children?
What rules, if any, should govern advertising and promotional messages presented in the classroom?
What is CARU? What does it do? What are some of its rules?
Does advertising influence or reflect a society’s values?
Respond to the questions in Consumer Insight 20-1. In question What are the major concerns in marketing to children?
“Since riding tricycles is a major cause of accidental injury to young children, the product should be banned.” State and defend your position on this issue (the first part of the statement is true).
What are the issues concerning the impact of advertising on children’s health and safety?
What are the issues concerning the impact of advertising on children’s values?
What are the concerns associated with mobile marketing to children?
What is meant by “commercialization of schools”? What are the various areas in which commercialization can occur and what are the major concerns?
Why are consumer advocates worried about marketing to kids on the Internet?
Give four reasons and explain why a domestic firm would choose to "go global".
As the manager of an SME (Small-Medium Enterprise), which EPRG orientation would you implement in going global?
Which drivers of global marketing do you think are the most important in shaping marketing strategy: Internal or External? Explain the reasons for your answer.
It is argued that high-tech products will dominate trade in the 21st century. Does this mean that emerging market countries will be left out of this development?
Most developing countries have aging populations, and this trend is expected to intensify in the future. If you are the international marketing manager of a consumer products firm, how will these demographics affect your marketing-mix over the next decade?
How would you differentiate an advertising campaign for the “alarmed” market segment versus the “concerned” segment?
Based on the information in Box 3-3: “The Chuppies Are Here,” develop a market entry plan for a hypothetical wine label from Spain that is looking to enter the Chinese market.
Consumers in some countries, like Japan, are reluctant to accept “foreign” retailing institutions, and imported products. Explain this behavior by using the models of culture contained in this chapter.
Do you agree with the statement: “People do not buy products, they buy relationships”. Why or why not?
How can intellectual property rights be protected in China?
Explain some of the pitfalls faced by a multinational manufacturer when trying to have its products conform to a universal standard.
You are responsible for risk management in your firm. How would you go about forecasting the political risk for investment in emerging markets? How can a SME assess and manage political risk?
Do you agree that there is little difference between emerging markets and developing countries? Why or why not?
You are asked by the owner of a medium sized firm manufacturing digital alarm clocks. He thinks there is a market for his product in the BRIC countries. How would you advise him on what to look for first?
How can you determine which data collection method (personal interview, telephone, etc.) would work best in a survey of household consumers in Kenya, Nigeria, Ghana and South Africa?
You are requested by the VP Marketing to determine consumer preference for restaurants in Paris, France and New York City. What sources would you use to determine this?
Would the imports of consumer goods into a given country be a good indicator of the size of the internal market for those products? Why or why not?
What sort of information is critical to the global firm that is not often necessary for a firm operating in the home market only? Detail the sorts of information critical to the global firm.
Explain the difference between directional policy matrices and multiple factor indices.
What monopolistic advantages does a multinational firm have over domestic firms?
How does the Uppsala Model take into consideration dynamic countries (disinvesting)?
Can the Uppsala Model explain the actions of large MNCs?
How can a manager make use of the eclectic decision framework?
Will the Uppsala Internationalization Model be useful or relevant in 30 years? What do you think?
What in your opinion are the most difficult challenges facing SMEs deciding to outsource?
In your opinion, are there any differences facing SMEs and larger firms when dealing with an entry mode decision?
Joint ventures in emerging countries have higher failure rates than in more developed countries. Why do you think this is so?
Explain the difference between differentiated and undifferentiated marketing.
Explain the difference between segmenting and positioning.
Show how Fiat is targeting its cars in the United States.
China is characterized by regional differences. Show how retailers in China market to these differences.
How can you define a global product or service? Discuss and give some examples of local products and global products.
Which are the most important branding decisions managers have to take in international markets?
How a company can manage a negative country of origin perception? And which are the opportunities of a positive country of origin? Discuss some examples of negative and positive country of origin in your country.
Which are the advantages and disadvantages of different product expansion strategies?
Which are the factors influencing international pricing decisions? Take the example of a foreign brand that is marketed in your country: which local factors have to be taken into consideration when defining pricing decisions?
When you compare prices using internet, in which way do you use these information in your buying process?
Which are the advantages / disadvantages of using a cost versus a market based approach?
When a company launches a new product abroad, which are the opportunities and risks of a skimming versus a penetration pricing?
In which sectors gray marketing is more frequent? Why? Give some examples.
Which are the external factors influencing international distribution decisions? Take the example of a foreign brand that is marketed in your country: compared to other countries, which local factors have to be taken into consideration when defining distribution decisions?
Which are the advantages and disadvantages of direct versus indirect distribution channels? Discuss and give some examples of brands using one of the two channels or both.
Why companies can be successful developing a vertical marketing system (VMS)? Which are the main risks? Discuss some examples of global companies successfully implementing VMS (for example, Inditex Group – Zara, McDonald, etc.)
Discuss the problem of coordination of brand image in multichannel strategies.
Discuss advantages and disadvantages of using an agent to enter foreign markets.
Discuss advantages and disadvantages of using a wholesaler to enter foreign markets.
When evaluating potential distribution partners, which are the most important attributes to be evaluated? Discuss their relevance for different product categories.
How does an integrated marketing communications strategy differs from the traditional marketing communications?
How has social media impacted global promotional communications? Provide specific examples.
What are some of the attributes of global brands according to Day and Reibstein? Do you agree with their conclusion that only a few truly global brands exist?
What trade-offs marketers have to make when deciding whether to standardize or localize their global advertising and communications?
How can a manufacturer of kitchen utensils best use social media?
While Facebook is the most popular social networking website in the United States and the UK, most people in India use Orkut. Why so you think this is so? Is it because of cultural differences? Other reasons?
What is the difference between social marketing and cause related marketing?
Discuss how the organizational structure of a company has to be adapted as it progresses from a solely domestic to a global firm.
Why is the matrix form of organization difficult to implement for a global firm? Would such an organizational form be applicable to a domestic firm? Why or why not?
How does a corporate culture affect the choice of an organizational format?
Note the quotation that: “few senior-executive positions will be subject to as much change over the next few years as that of the chief marketing officer.” Do you agree?
In doing business in a foreign country, whose ethics should you follow, the norms of the foreign country or those of your country? Discuss.
Give three examples of corporate social responsibility in your state or city.
What can multinational corporations do to encourage corporate social responsibility among the companies with which they do business abroad?
Does a potential whistle blower have a greater responsibility to the public, to the organization, to himself/herself?
Netflix is a subscription service that provides streaming video over the Internet or delivers DVDs via mail. Netflix changed the way people rent movies and TV shows by cutting out the “shop front.” For a monthly fee, consumers have increased selections, no late fees, the ability to rent as many

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CB4 4th Edition Barry J. Babin, Eric Harris - Solutions

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