Marketing Research 11th edition David A. Aaker, V. Kumar, Robert Leone, George S. Day - Solutions

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How can a business like Campbell's Soup meet short-run growth and profit performance targets and still invest in strategic market plans that are focused on long-run objectives with respect to share position, sales growth, and profit performance?
How has Harley-Davidson's offensive strategy to grow revenue per customer affected its sales and profits?
How would a Nike offensive strategy to increase market penetration differ from a strategy to grow customer purchases (revenue per customer) in the under-18 female athlete market?
Why would Google use an offensive sales growth strategy to expand the Internet search engine market rather than attempting to increase its share of this market?
How did Apple's offensive growth strategies affect its percent profit margins?
Why would AT&T's efforts to improve customer retention be considered an offensive strategy to improve margins?
Why did General Motors' 2009 defensive strategic market plan produce improved performance in 2010?
How do defensive market strategies contribute to the long-run share position and profit performance for a company like General Motors?
Compare defensive market strategies to protect a share position with strategies to exit a share position in terms of their contributions to short-run profit performance and the overall share position of the business.
Why would a mature paint company pursue a reduce-market-focus strategic market plan?
What is the primary objective of a monetize strategic market plan?
Under what conditions would a business select an exit market strategy over a strategy to protect share position?
When should a business pursue a harvest market strategy, and how could that strategy affect short-run profit performance?
When should a business pursue a divest market strategy, and how could that strategy affect short-run profit performance?
Why might a company continue to support one of its products in a harvest- or divest-share portfolio position rather than harvesting or divesting it?
Why was it important for General Motors to develop the Volt?
How do defensive market strategies contribute to a business's performance objectives (sales growth, share position, and profit performance)?
What are the differences between defensive market strategies and offensive market strategies?
Why is it more difficult to protect Apple's iPhone market share in a high-growth market than Apple's Mac in a slow-growth market?
Why do share leaders like Microsoft, Google, and Intel have to work harder than share followers to protect share?
What are some of the key aspects of performance that would enable a share follower like Yahoo to achieve the same level of profit as a share leader?
What aspects of positioning and marketing effort may be managed to achieve a high profit with a reduce-market-focus strategy for Dr. Pepper?
Why should a reduce-market-focus strategy with above-average customer value deliver above-average profits for Ben & Jerry's Ice Cream?
How would the process of developing a marketing plan help Stericycle achieve a higher level of sales growth and profitability?
Why is the development of a marketing budget so important to the success of the marketing plan?
What are the various ways that one could develop a marketing budget for a given strategic market plan and the supporting marketing mix strategies?
How should the resources needed to support a marketing plan be logically linked to the key issues, the market strategy, the marketing mix strategies, and expected performance?
What is the purpose of the performance plan? What role should it play in the successful implementation of a marketing plan?
Why would a business like Coca-Cola with a strong market orientation do a better job of preparing a situation analysis than a business with a poor market orientation?
How could a business that does no strategic market planning and one that engages in highly formalized strategic market planning both miss meaningful market insights?
How would a company like Apple with a sound marketing planning process differ from a business with no marketing plan in the following? Discovering opportunities Leveraging existing systems, assets, and core capabilities Implementing a market-focused strategy Allocating resources Planning
Why does the first step in the strategic market planning process involve a situation analysis?
What is the role of a SWOT analysis in the strategic market planning process? What is the role of key issues in the SWOT analysis?
For each product-market opportunity, how is a strategic market plan determined?
How does the strategic market plan for a given product-market influence the marketing mix strategies for that product-market?
How are key performance issues identified in the SWOT analysis used in selecting a strategic market plan and building marketing mix strategies?
Why would training in the area of marketing metrics for Campbell Soup Company help improve marketing performance and company profits?
Why is "time to succeed" an important part of implementing a marketing plan?
What signal is senior management sending when it does not take the time to review the marketing planning process and the performance of the plan after implementation?
What is meant by persistence in terms of commitment? What is meant by the term adaptive persistence as it is used to describe the Japanese style of marketing plan implementation?
Why are continuous improvement and feedback measures important aspects of the successful implementation of a marketing plan?
What are the advantages and disadvantages of a regional rollout of a marketing plan?
What roles do resources, organizational communications, and training play in the successful implementation of a marketing plan?
Why are performance metrics important to the implementation process?
How would a company like General Motors use marketing metrics to improve company profits?
How would you recommend a company like United Airlines get started using marketing metrics to better manage its marketing performance and profitability?
Why are forward-looking marketing metrics important to a business like Starbucks?
How do backward-looking marketing metrics help a business like McDonald's better understand its marketing performance?
Why is implementation of a marketing plan as important as plan development in achieving marketing success?
How do detailed action plans contribute to individual ownership of a marketing plan?
Why does a marketing plan need a champion or an ownership team?
How should a business tie compensation to successful implementation of a marketing plan?
Why is it important for Stericycle to understand the profit impact of market strategies?
Why would a company with declining customer satisfaction not notice any immediate change in sales or profit?
How do investments in customer retention contribute to higher levels of profit performance?
Why should shareholders and Wall Street analysts be interested in a business's customer retention?
Explain how the net marketing contribution of a market strategy affects return measures of profit performance.
How do changes in customer retention affect shareholder measures of performance, such as earnings per share?
How does a market strategy affect the assets of a business? Why should a change in market strategy change the accounts receivable and inventory? When will the fixed assets change?
How would you use the net marketing contribution for a company like Clorox to forecast net profit and earnings per share?
Why should a market-oriented business with a passion for customer satisfaction produce higher levels of earnings per share and, therefore, have greater shareholder value than a business that is not market oriented?
What should be the role of the net marketing contribution in the development of a market strategy for Levi Strauss?
Why is net profit often a misleading indicator of the profit impact of a market strategy for a company like General Motors?
Why are percentage metrics such as marketing ROS and marketing ROI important in explaining a company's marketing profitability?
How would you use the graphic on this chapter's first page and to assess Apple's 2010 marketing ROS (27.5%) and marketing ROI (323%)?
How does market demand for a company like Netflix affect its net marketing contribution and operating income?
Explain how Stericycle's market share gain affected its net marketing contribution, net profit, and return measures of performance.
How will Netflix's net marketing contribution and marketing ROI change if it succeeds with a plan to increase revenue per customer?
Why would companies with higher levels of customer satisfaction produce higher stock price indexes than those with low levels of customer satisfaction, as shown in Figure 16-7? Businesses with higher levels of customer satisfaction are more profitable for the following reasons:
How might marketing research be used to support each of the steps in Figure 1-1 that describes the marketing planning process? For example, how could it help select the served market segment?
What are some ethical problems that marketing researchers face in designing and conducting field studies?
In some companies, strategic planning and marketing research functions both report to the same executive and may be more or less integrated. What are the advantages of locating the research function in this part of the organization? What arguments could be made in opposition to this arrangement?
Most companies have entire marketing research studies, or portions of entire studies, such as interviewing, done by outside suppliers. What factors will determine whether a firm decides to "make versus buy"-that is, to contract out most or all of a study or conduct it themselves?
How does marketing research directed toward strategy development differ from that directed toward marketing program development?
Fred Burton, the owner of a small tennis club in Wichita, Kansas, feels that a demand exists for indoor courts that presently is not being served. He is considering employing a marketing research company to conduct a study to ascertain whether a market exists for the indoor facilities. a. What
Linda Phillips, an engineering student, has designed an innovative piece of equipment to help the physically disabled to communicate. The equipment incorporates a system of electronic signals emitted with a slight turn of the head. She feels that this product could have commercial success if
Despite the presence of a written code of ethics, why are some marketing ethical problems hard to cure? Discuss this from both the sponsor and supplier points of view.
Do you think pre-teens offer good market potential for cell phone companies?
While designing products for this market, what are the issues faced by the service providers?
What benefits can Best Buy hope to gain from its customer segmentation tactics?
Do you think Best Buy is making adequate use of marketing intelligence practices for its business decisions?
Assume you are the executive mentioned in each of these dilemmas. What action would you take?
a. How do marketing information systems aid marketers in their decision making? b. What types of information can be obtained from marketing information systems?
What are the inherent characteristics of an effective marketing decision support system?
A marketing manager needs to find the causes for the decline in market share of his or her company's product. The manager decides to conduct marketing research. a. How should he or she go about finding a supplier of research services? b. Suppose the manager decides to introduce the product in
Identify three examples of identification of market opportunities or marketing problems from recent secondary data sources.
ExoArt, Inc., a small U.S.-based manufacturer of exotic jewelry, feels that a market exists for its product in foreign markets. However, the company's managers have no experience in the international environment, and do not know how to proceed in forming a marketing strategy for international
a. Are there any differences between the basic functions of marketing research in a domestic environment and those in an international environment? b. Why is the international research process considered more complicated than the domestic research process?
Crystal-Clear Lens, Inc., a newly formed mail-order contact lens company, has struggled to obtain breakeven sales after five years in the eye-wear market. The company's founders felt that a high demand would exist for mail-order supply as a low-cost alternative to purchasing lenses at optical
In the United Kingdom, cars are polished more frequently when the owners do not have garages. Is the lack of a garage a good variable for predicting sales of car polish? Are there other hypotheses that might explain this finding?
Can you think of additional research objectives for the HMO study?
You have been retained by a manufacturer of major appliances to investigate the probable color preferences for stoves and refrigerators in the coming year. What is the purpose of the research? Are there different purposes that might require different research approaches?
The president of a small chain of women's clothing stores was concerned about a four-year trend of decreasing profits. The stores have been characterized as being rather conservative over the years with respect to their product line, store decor, and advertising. They have consistently avoided
Consider the example in Figure 3-4 in the Appendix to this chapter. What would be the expected value of perfect information if the loss would be $1 million instead of $2.5 million? How about if the loss would be $10 million instead of $2.5 million? What would it be if the probability of failure
Consider the example in Figure 3-4 in the Appendix to this chapter. Determine the value of research information under the following situations:a. Pr(Neg | F) = .9 and Pr(Pos | F) = .1 and all else remains the same.b. Pr(Pos | S) = .7 and Pr(Neg | S) = .3 and all else remains the same.c. Pr(Pos | S)
What types of information will Brooks need to collect before he can even begin to assess the New England market? Develop a series of questions you feel are critical to this assessment.
What selection criteria do you believe are relevant to the assessment of any alternative markets? What preliminary market parameters are relevant to the evaluation of S/M s global options?
Assuming that S/M decides on the New England market what information will be needed to implement an entry strategy?
Is a research design always necessary before a research study can be conducted?
Sugar Land Creamery is planning to launch a new flavor of ice cream and wants to get a "snapshot" of the potential market. The ice cream has a coconut-white chocolate flavor with mixed-in pistachios and is aimed at the premium market. What type of research design is appropriate? Develop the

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