Market Based Management 6th edition Roger Best - Solutions

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Discuss the role of ethics in advertising and promotion. How do ethical considerations differ from legal considerations?
A common criticism of advertising is that it stereotypes women. Discuss how advertising might stereotype men as well. Find an example of an ad that does this.
Many advertisers complain that the regulatory bodies and TV networks scrutinize commercials more closely than the shows. Do you think that commercials should be held to higher standards than programs? Why or why not?
A common criticism of advertising is that it stereotypes women. Discuss the ways this might occur. Do you think the Airwalk ad shown in Exhibit 18-4 is suggestive and symbolizes sexual submission?
What is meant by shock advertising? Evaluate the arguments for and against the use of shock advertising by marketers.
What are the basic objectives of advertising? What are the advertising objectives of Benetton?
Discuss the pros and cons of the shock advertising campaign that Benetton used for many years.
Oliviero Toscani has defended Benetton's use of shock advertising by noting that it constitutes nothing less than a debate between advertising and art.He argues that potentially offensive images are acceptable in the world of art and journalism while in other realms such as advertising they are
Can you think of any other companies that use shock advertising? For what type of companies might this type of advertising be effective?
Do you agree with Benetton's decision to drop the use of shock ads and return to the use of more conventional ads?
Analyze the "Happy Cows" campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign has been so successful?
What was the role and importance of the Real California Cheese certification mark in implementing the positioning and IMC program elements? How and where was it implemented? Do you think it made a difference to the program?
Discuss the role of advertising in establishing the Real California Cheese brand personality? What were the constraints the advertising agency had to work around in developing the campaign? How would you describe the personality that was created? What are the pros and cons of the advertising
What role does consumer promotion play in generating trial and awareness of Real California Cheese? How do the consumer promotion tactics reinforce or supplement other marketing elements such as advertising, trade promotion, or public relations?
Discuss the role of public relations in the CMAB's integrated marketing communications program? What type of press coverage and stories could be generated about Real California Cheese? What were the different public relations angles that were used to generate the interest of the different media?
What has been the role of the Real California Cheese website? How does it reinforce or support the other parts of the integrated marketing communications program?
Which marketing metrics did the CMAB use to evaluate their IMC program? Are there any others you feel they should focus on? Which do you feel are most important?
In light of consumer trends (demographics, food trends, and media "consumption"), are there other advertising or promotion opportunities that should be pursued by the California Cheese industry?
Discuss the consumer decision making process for a product such as canned tuna and the response hierarchy model that is most likely to applicable in the purchase of this product.
Discuss the role integrated marketing communications plays in the marketing of canned/packaged tuna for a company such as Chicken of the Sea. How might the company use the various IMC tools as part of its marketing program?
Discuss how Chicken of the Sea's marketing personnel and advertising agency might evaluate the appropriateness of using Jessica Simpson as a spokesperson for the company and whether she is a good fit for the brand.
Discuss the pros and cons of Chicken of the Sea International hiring Jessica Simpson as a spokesperson for the company. Can the company afford to hire her and spend the money on TV advertising to use her effectively?
What would you do if you were Don George? Would you recommend that the company hire Simpson as a spokesperson? Why or why not?
Analyze Gateway's decisions to change advertising agencies so many times over the past six years. Identify and discuss specific factors that may have led to each decision to change agencies.
Discuss how Gateway's frequent agency switching has affected the company's branding and positioning efforts. What recommendations would you make to Gateway management regarding its agency switching and its impact on the company?
If you were an executive at an advertising agency and Gateway's decided to switch agencies again, would you advise your account development team to pursue the company's business? Why or why not?
What is the primary objective of IBM's advertising? How have the objectives of its advertising changed over the years?
Does IBM's advertising provide enough information to decision makers and does it matter that no references to the prices of its products and/or services are made in the ads ?
Evaluate the decision by IBM to consolidate all of its worldwide advertising with the Ogilvy & Mather agency. What are the pros and cons of using one agency to handle all of its advertising?
Evaluate each of the campaigns described in the case and the accompanying ads shown in the Power Point file. Are the intended branding messages being communicated clearly and do the ads speak equally well to users, as well as non-users, of IBM products and services?
What were the pros and cons of staying with the "e-business" campaign? Could it have been updated and retained or did it lose its relevance?
How was the "ON Demand" campaign adapted to keep the umbrella tagline, while providing the specifics needed to communicate the "sub-business" component details?
Do you think IBM's advertising campaigns have changed too often over the past 11 years? Were the changes made because the campaigns were not working well or was it an intentional evolution in the advertising and branding message IBM wanted to communicate?
Is there value to business-to-business marketers such as IBM in advertising through mass media that also reaches the general consumer market? Evaluate the media choices used by IBM such as advertising on golf tournaments, on Sunday morning news shows, in airports, and even on the Super Bowl. Since
How has the target audience for IBM's products and services evolved over time? How have the types of business problems that IBM addresses in their advertising changed?
What were the advantages and disadvantages of using a creative tactic such as the metaphorical King Arthur's Round Table commercial and print ads that were part of "The Other IBM" campaign?
What is the value of using testimonials and case studies across a variety of businesses and industries integrated marketing communications campaigns?
Analyze the role of integrated marketing communications in the marketing of automobiles such as the Mazda Protegé and MAZDA6. How is each IMC tool used to market automobiles?
Evaluate Mazda's decision to drop the "Get In. Be Moved' tagline for the Protegé and adopt the "Zoom-Zoom" theme for its advertising.
Evaluate the strategy Mazda of North America is using for the new MAZDA6 sports sedan. Do you agree with the decision to use a more mature and less playful approach to advertising for the MAZDA6?
What recommendations would you make to Mazda regarding its integrated marketing communications strategy as the company moves forward?
What are the reasons for the success of Under Armour since its founding by Kevin Plank? What do you view the most important factors that have contributed to the growth of the company?
What are the key components of Under Armour's integrated marketing communications program? Discuss the role IMC has played in helping build the Under Armour brand.
Evaluate Under Armour's decision to enter the mainstream athletic shoe market and compete in product/market segments such as cross training, running and basketball shoes?
Evaluate the strategy used by Under Armour to enter the basketball shoe market and compete against Nike as well as adidas and Reebok. Discuss the pros and cons of the company's decision to use Brandon Jennings as their primary endorser for its new basketball shoe line.
Do you think Under Armour will be successful in entering the basketball shoe market? Why or why not?
Evaluate the creative strategy used by the Partnership for a Drug Free America in its advertising campaign, particularly with respect to the use of strong fear appeals.
Discuss the market segmentation strategies used by the PDFA and ONDCP in the anti-drug campaigns. Which of these segmentation strategies would be most likely to be effective?
Much of the controversy surrounding the anti-drug advertising campaigns has involved the determination of the effectiveness of the ads. Evaluate the various approaches used to determine the effectiveness of the anti-drug ads. What types of measures should be used to evaluate the effectiveness of
Discuss the merits of using an integrated marketing communications program that encompasses a variety of communication tools to prevent drug use versus an approach that relies primarily on media advertising.
Evaluate the advertising campaign developed by Ogilvy & Mather for the ONDCP linking drug use with terrorism. Do you think these ads were an effective way of changing the attitudes and behavior of young people with regard to the use of drugs? Why or why not?
Evaluate the merits of the anti-drug advertising campaign from a social perspective. Should the government be involved in this effort or is the PDFA the more appropriate organization?
Which competitors should XM target in the future: Sirius, terrestrial radio, MP3 players and podcasts, or Internet radio?
Should XM try to appeal to all demographic groups or target specific segments? If the latter, which segments should they target and why? What types of advertising and promotion tactics can be used to market XM to these groups?
What are XM's options for their advertising creative strategy going forward? Should they focus on their content and programming, digital sound quality, ease of use versus the other alternatives, their innovative hardware, a combination of these factors, or some other attributes?
Are there any other sampling or promotional programs that XM should pursue to attract new subscribers and retain them?
What type of programs can XM develop with retailers to increase their share of "aftermarket" installations?
How can XM best combat the momentum Sirius gained from the advent of Howard Stern?
Is there a cooperative advertising message (such as Intel Inside) that XM can further promote with its distribution partners to increase the synergy and awareness for the brand and its unique benefits?
How would a business like Enterprise Car Rental manage its customer focus using the customer-focus behaviors and practices presented in Chapter 1?
How could a frequent-flyer airline customer become a captive customer? How do captive airline customers contribute to current and future company profits?
How would you manage a repeat McDonald's customer who had a below-average (low) purchase amount?
What could cause a business to attract unprofitable customers?
How could a repeat customer with a low lifetime value be more valuable than a repeat customer with a high lifetime value?
How should a first-time machine tool customer be managed differently from a returning customer?
Foran industrial supply company, how could a returning new customer have a higher customer lifetime value than a first-time customer?
Why would a strong customer focus and high levels of customer satisfaction allow Southwest Airlines to be more profitable than other airlines?
Why would a very satisfied Apple Mac customer be more profitable than a somewhat satisfied Apple Mac customer?
Why would companies with high levels of customer satisfaction produce larger gains in their stock prices than the average S&P 500 company?
Lexus has been known for high levels of customer satisfaction. How would this impact customer retention over time?
If Lexus has an average customer retention of 80 percent, how many purchases would the average customer make over their life as a Lexus customer?
If a new coffee company had above-average profits its first couple of years but estimates of intentions to repurchase (see Figure 1-9) were declining, with customer retention expected to fall from 67 to 50 percent, what would be the likely impact on future profits?
Why would extending the life of an online fashion retail customer from 4 to 5 years impact profits?
What makes an Apple customer loyal, and why are loyal customers more profitable than other customers?
How could marketing metrics help General Motors turn around its decline in sales and profits?
How would Procter & Gamble use a product-level measure of net marketing contribution for the Tide brand in the U.S. market?
How could Apple's chief marketing officer use Figure 2-23 to explain to Apple's CFO the value of marketing ROS and marketing ROI as corporate performance metrics?
Shown below are HP's six major business segments and their percentages of sales for 2009. How would a marketing profitability portfolio (similar to Figure 2-17) help the HP chief marketing officer communicate to senior management the relative performance of each business segment when compared to
In 2009, Netflix had a marketing ROI of 178 percent. What does this mean in terms of the company's investment in marketing and sales?
For any airline of interest, compute its 2010 marketing ROS, marketing ROI, and operating income (as a percentage of sales) using the airline's 2010 income statement in its annual report. Assume marketing and sales expenses are 75 percent of SGA expenses. Then plot the results in Figure 2-24 and
Why would companies that sell energy and raw materials, such as ExxonMobil and Alcoa, have very large marketing ROIs.
If a company dominates a market the way Microsoft, Google, and Intel dominate their markets, why should that company bother to track marketing metrics?
How would marketing metrics help a company like McDonald's better manage its profitability?
How would Toyota use forward-looking marketing metrics to better understand future sales and profits in the U.S. market?
How could a Wall Street analyst benefit from access to a company's marketing metrics for a company like BioTronics?
Why are most financial metrics backward-looking metrics?
Why would chief financial officers and senior management be comfortable with net marketing contribution as a financial measure of marketing profitability?
Compute Apple's net marketing contribution for company's last fiscal year and add it to Figure 2-22. Then explain how this level of net marketing contribution could be used in Apple's marketing plans to project Apple's operating income for the current year.
How would Vizio use net marketing contribution at the market level to increase its knowledge of the U.S. flat-panel television market?
How does a product-focused market definition differ from a strategic market definition for a company like Coca-Cola?
How do customer adoption forces accelerate or impede market penetration of electric cars like GM's Volt?
How do product adoption forces accelerate or impede market penetration of electric cars like the Volt?
How could Apple accelerate the rate of market penetration for iPads?
Why do iPod's sales volumes, prices, and margins vary over the product life cycle?
Why would the net marketing contribution be negative in the introductory stage for GM's Volt car?
Why would the NMC for a personal computer peak during the late growth stage of the product life cycle?
What share performance metrics underlie the market share performance of Apple's Mac computer?
How would Toyota use an index of its current and potential market share to gauge the market share growth of the Prius?
What are the advantages of computing a market share index for a new printer?
Why would Netflix's actual market share be different from its market share index for a given target market?

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