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Market Based Management 6th edition Roger Best - Solutions
How would a strategic market definition help a company like Nike?
How could a matrix combining the MDI and SDI be used to develop international marketing strategy for Gatorade?
Why is Facebook's market vision an important element of the market demand Facebook creates?
Why is it important for Pampers to understand the market potential for disposable diapers?
How would you estimate the worldwide market potential for toothbrushes?
What would be your estimate of the MDI for toothbrushes?
What forces restrict today's market demand for disposable diapers from reaching the maximum market demand?Shown here are the factors that restrict market development, as presented in Figure 3-6, along with comments for each with respect to how that factor may act to limit worldwide usage of
What factors help accelerate market growth and market demand for Apple's iPad? How could Apple influence these factors to further accelerate market growth?
How does a MDI help Dell forecast its sales of personal computers?
What is the advantage to understanding the customer's total experience for a brand such as Kyocera?
How would you assess the economic value of two SUVs?
How could a business selling firewood could create a more attractive economic value?
How would you explain to HP management the fair price line in Figure 4-18 and HP's perceived customer value for the HP Photo Smart premium printer? How would you discuss with HP the fact that its printer may be underpriced?
Why it is important for McDonald's to measure all aspects of perceived performance and perceived cost of purchase?
In what ways can HP improve the perceived value of its personal computers?
How should customer preference and purchase behavior change as perceived value increases or decreases for vacation packages to Hawaii?
Why are emotional benefits important to a brand like Nike or Rolex?
How do psychological motives help shape emotional benefits and customer perceptions of value?
How does the personality of a spokesperson used in advertising help shape the emotional benefits of a product?
Discuss the brand personalities of Kodak, Mountain Dew, and Prudential Insurance, and describe how these brand personalities were created.
Why is it more valuable for the Lexus managers themselves, rather than a market research firm, to interview customers in order to understand a customer's total experience?
What is automobile trade-off analysis? How would it help Ford understand customer preferences, price sensitivity, and value drivers?
How could a restaurant determine if its customers would prefer a proposed premium service that would cost customers 10 percent more for their meals?
How could Apple use empathic design to discover customer problems and new opportunities for value creation for the iPhone?
What would be the purpose of a printer manufacturer spending a day in the life of a customer at a company that has over 100 printers in its office building?
Why is understanding the total customer experience of a lead user of an iPad potentially more valuable than spending the same amount of time with an average iPad customer?
Why would understanding the customer experience of a lead user of an iPad result in better product improvements than those that Apple engineers might design on their own?
How could a bank improve the customer experience by managing customer touch points?
How could a business that manufactures and sells hardwood flooring through building supply stores make the best use of mass collaboration to improve product performance and service quality?
Why should the two hypothetical videos of a day in the life of a customer using a digital camera go beyond the product and focus on the customer's use of the digital camera?
Why are Millennials important to a company like Apple or Campbell's Soup?
What criteria should be used in determining the segments that an insurance company should pursue for its automobile insurance policies?
How did market segmentation help James Hardie in its marketing strategy?
What would be a segment value proposition for the quality segment served by James Hardie (see Figure 5-16)? Why is it a crucial part of the segmentation process?
How would you develop a value proposition for a retail gasoline segment presented in Figure 5-18?
How does the marketing mix strategy differ for each of the three segments of the female investor services market?
How would you conduct a segment strategy "acid test" using the three storyboards? What are the advantages of applying the test?
How did DuPont create an effective multi-segment strategy for Kevlar?
What would be an adjacent-segment strategy in the toothpaste market?
Why would a business pursue an adjacent-segment strategy when several other segments are also attractive and offer good profit potential?
Why would a new business pursue a single-segment strategy?
How have the lifestyles of Millennials influenced the use of social media and iPhones among older consumers?
Why is it often difficult for competitors to outperform a niche strategy as used by Pajamagram (pajamagram.com) or Vermont Teddy Bear (vermontteddybear.com)?
Why does Dell use mass customization? How could a large company using a mass-customization strategy match the effectiveness of a niche competitor?
How could customer relationship marketing be used by a travel agency, and why would it likely improve the travel agency's customer satisfaction and retention?
Why is market segmentation a critical first step in building a customer relationship marketing program for Lexus?
What are customer touch points for a regional bank, and what role do they play in customer relationship marketing?
Why would Coca-Cola advertise in magazine read by Millennials?
Why should customer needs be the driving force in segmenting the toothpaste market?
What kind of problems could occur if a manufacturer of large machine tools segments its market based on firm demographics?
For an automobile purchase, how are customer needs shaped, and what role do these forces play in the segmentation process?
What happens when an insurance company is able to segment a market on the basis of needs for automobile insurance but unable to identify the segments by demography or behavior?
How do firm demographics help shape business-to-business customer needs for commercial printers?
What forces shape market attractiveness for the iPad, and how should they be measured in order to develop an overall index of market attractiveness?
How would a market leader such as Google use a cost advantage to build customer value and above-average profits in an emerging market?
How has the Internet affected competitor intelligence gathering?
What is the benefit of a competitor gap analysis for General Motors? How could it use the results in its strategy development?
What is the main difference between competitor benchmarking and competitive benchmarking? When should a business engage in competitive benchmarking, and what are its benefits?
Cost and differentiation are well known sources of competitive advantage, but why is a marketing advantage also a potential source of competitive advantage?
What are the various ways a business like Kia can achieve a cost advantage?
Why do share leaders like Wal-Mart, Google, and Intel often have a cost advantage?
How might the industry forces for a regional phone company be different from the industry forces for a regional bank?
How will the industry change as competitors enter the regional phone market? How will profit potential be affected?
What impact would Procter & Gamble's "everyday-low-price" strategy have on competitive rivalry and the prisoner's dilemma?
What is the iPad's primary source of competitive advantage? How does this source of competitive advantage help build a superior customer value for iPad and above-average profits for Apple?
How would Coca-Cola use its marketing advantage to build customer value and profitability in the consumer market?
How would a marketing knowledge advantage be a source of competitive advantage in the cell phone market for a company like Nokia?
What areas of competitive advantage does Wal-Mart use to drive its competitive position? How should Target and Sears develop their competitive positions?
Why are businesses with a competitive advantage in market share, unit cost, or product performance more profitable than businesses with no advantage in any of those areas?
For each area of differentiation advantage, identify a business that has a competitive advantage in that area. Explain how each business's source of differentiation advantage helps the business attract and satisfy target customers.
Identify businesses that have developed different types of marketing advantage, and explain for each how this advantage affects profitability.
How could a business with a niche market strategy develop a marketing advantage as a source of competitive advantage?
What was the logic behind Apple's product-price strategy for the launch of the iPad?
How does a business such as McDonald's develop a positioning strategy around some aspect of service differentiation? How would this strategy compare with the service differentiation achieved by Les Schwab Tire Centers?
Why do brand names like Kodak, Disney, or Coca-Cola create customer value and provide a basis for product line positioning and differentiation?
Why does the occupancy of a Fairfield Inn increase by 15 percent when the Marriott name is added to the building?
Why does an extension of a product line to include a small number of related products contribute to higher levels of profitability?
What does Starbucks hope to achieve by dropping its name and word "coffee" from the company's logo?
What is the logic of Textron in branding the Cessna product line? Why doesn't Textron use its company name as a major part of the branding and product line strategy?
Why would a business use an experiential brand name versus an evocative brand name?
What are morphemes and how were they used in developing brand names such as InfoSeek, Dura flame, and Compaq Computer?
What is the marketing logic that underlies Anheuser-Busch's product line and the company's marketing strategy for the beer market?
What are the advantages of a strong core brand when a company wishes to develop a marketing strategy for new products, either as product line extensions in the same market or as products for an altogether different market? Under what conditions could this strategy fail?
Why didn't Apple use the same launch strategy for the iPod?
Why are vertical brand extensions less expensive than horizontal brand extensions?
How does a well-known brand help in the marketing and profitability of new products?
Why did Healthy Choice cobrand with Kellogg's to introduce a new breakfast cereal? How did Kellogg's also benefit?
How might product line substitution effects have contributed to the sales of Intel Pentium microprocessors when the Xeon and Celeron brands were introduced?
Frito-Lay introduced Stax to compete with Pringles in 2003. Assuming the company had excess production capacity, how would the profits of other Frito-Lay chip products be affected by the success of Stax?
Under what conditions would eliminating a brand with a negative pre-tax profit from a product line result in lower overall pre-taxprofit?
What is the product line strategy for both the iPad and the iPod?
How did Intel's branding strategy help the company grow, and how does the strategy help the company maintain a dominant market share?
What role does a "fighter brand" play in Intel's product line strategy?
Does Apple have fighter brands for the iPod and the iPad?
How would you evaluate the product line positioning of Black & Decker relative to Sears in terms of customer choice and customer value?
Why did Samsung's repositioning strategy yield higher sales and profits?
How does General Electric use product performance quality differentiation in its product line of household appliances?
How could cost-based pricing lead to a price lower than the one customer would have paid? How does this affect the profit of a business?
Why would Apple use a skim-pricing strategy for a new Apple product?
What kind of pricing strategy is single-segment pricing? Why is single-segment pricing used early in the growth stage of the product life cycle?
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