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business
contemporary marketing case
Contemporary Marketing 13th Edition Louis E. Boone, David L. Kurtz - Solutions
=+2. Identify five factors marketers should consider in classifying consumer services.
=+2. Why do service firms emphasize marketing?
=+1. Identify two reasons why services are important to the U.S.economy and business environment.
=+2. List the six characteristics that distinguish services from goods.
=+1. Describe the goods–services continuum.
=+2. Why is the understanding of want satisfaction so important to marketer
=+1. Define product.
=+9 Describe how a firm can extend a product’s life cycle, and explain why certain products may be deleted.
=+8 Explain the concept of the product life cycle and identify the different stages.
=+7 Describe the way marketers typically measure product mixes and make product mix decisions.
=+6 Explain why firms develop lines of related products.
=+5 Explain how quality is used by marketers as a product strategy.
=+4 Describe each of the types of business goods and services.
=+3 List the classifications of consumer goods and services and briefly describe each category.
=+2 Explain the importance of the service sector in today’s marketplace.
=+Define product and distinguish between goods and services and how they relate to the goods–services continuum.
=+• How long has the firm been in business?
=+• In what industry does the firm operate? What is its role within the industry?
=+• Who are the firm’s customers? Who are its competitors?
=+• How is the firm organized? How many people work there? Where are its headquarters? Does it have other offices and production facilities located around the nation or around the world?
=+• What is the company’s mission? Does the company have a written code of ethics?
=+• Why did you apply for this job? Why do you want this job?
=+• What are the requirements of the job as you understand them?
=+• What are your strengths? What are your weaknesses?
=+• Are you an organized person? How do you manage your time?
=+• What were your responsibilities on your last job or internship? How would they apply here?
=+• What were your biggest successes or failures—in school or work?
=+• How do you make big decisions? How do you function under pressure?
=+• Do you work better with other people, or on your own?
=+• Where do you see yourself in five years?14
=+• Do you want to work in this industry?
=+• Do you want to be a part of the company’s mission? Would you be proud to work for this company?
=+• Could this particular job lead to other opportunities within the company?
=+• Will you be able to work well with your co-workers and supervisors?
=+• Can you already see ways that you can learn and contribute your best efforts to the company?
=+1. Define marketing and explain how it creates utility.
=+2. What three factors have forced marketers to embrace a global marketplace?
=+1. Define creativity and critical thinking.
=+2. Why are both of these attributes important for marketers?
=+3. Why is interactive marketing an important tool for marketers?
=+2. What is a strategic alliance?
=+1. Define ethics.
=+2. What is social responsibility?
=+10. How do ethics and social responsibility help a firm achieve marketplace success?
=+1. Consider each of the following firms and describe how the firm’s goods and/or services can create different types of utility. If necessary, go online to the company’s Web site to learn more about it. You can do this alone or in a team.
=+a. Olive Garden, Red Robin, Chili’s, or another restaurant chain
=+b. Snapfish or other online digital photo servicec. Busch Gardensd. eBaye. Supervalu supermarkets
=+2. With a classmate, choose a U.S.-based company whose products you think will do well in certain markets overseas.Suggestions include Pizza Hut, Cuts Fitness (for Men) or Curves (for Women), iSold It, Burton Snowboards, or American Eagle Outfitters. The company can be anything from a music
=+3. Choose a company that interests you from the following list, or select one of your own. Research the company online, through business magazines, or through other sources to learn what seems to be the scope of its business. Write a brief description of the company’s scope of business as it is
=+1. Would you take a quick look at the ads—and any accompanying marketing notes—while the interviewer is out of the office? Why or why not?
=+2. In your next interview, would you tell the competitor that you saw the ads? Why or why not?
=+3. When the interviewer returns, would you mention the ads and offer your own commentary on them? Why or why not?
=+1. Exploring the AMA’s Web site. The American Marketing Association’s Web site contains lots of useful and interesting information for students. One section is devoted to careers. Visit the AMA’s Web site (http://www.marketingpower.com), click on Marketing Jobs and Career Services, and
=+a. According to a recent survey of hiring managers, what is the best way for a job seeker to follow up after he or she submits a résumé?
=+b. What is the primary means of communication used by managers today?
=+c. What are three dos and don’ts for attending a business luncheon?
=+2. Job outlook for marketing professionals. The U.S. Bureau of Labor Statistics compiles data about occupations and makes forecasts concerning future employment growth. Visit the BLS Web site (http://www.bls.gov) and click on Occupational Outlook Handbook. Click on Management and then
=+a. What are the three significant points about the outlook for those considering a career in marketing?
=+b. Of the total employed as managers in the various marketing-related occupations, how many are employed as sales managers? Which industry (or industries) employs the largest number of sales managers?
=+c. What is the outlook for growth in the various marketingrelated occupations over the next few years?
=+1. Describe the role of relationship marketing in the making the hybrid clubs successful in the marketplace.
=+2. What type of strategic alliances could golf equipment manufacturers use to promote their hybrids?
=+What advantages or disadvantages does such a strategy offer?
=+2. How important is it for a chip manufacturer to market its B2B products (microprocessor chips) to end users in the personal computer market who aren’t particularly tech-savvy?
=+1. In what ways do Intel and AMD create value for their business customers?
=+c. Wal-Mart Stores: http://www.walmartstores.com (click on Suppliers
=+b. JCPenney: http://www.jcpenney.net/company/supplier/index.htm
=+a. Home Depot: http://corporate.homedepot.com/wps/portal (click on For Suppliers)
=+2. Selling to national retailers. A high percentage of B2B marketing consists of manufacturers selling products to national retailers. Each retailer establishes standards for vendors. Visit each of the following Web sites to learn more about what it takes to sell products to that retailer.
=+c. American Express: http://www.americanexpress.com(click on Small Business)
=+b. State of Illinois: http://business.illinois.gov/sbr.cfm
=+a. Small Business Administration: http://www.sba.gov
=+1. Small-business assistance. A variety of state and federal governmental agencies, along with financial services firms, offer several types of assistance to small business. Visit each of the Web sites listed and prepare a brief summary of what each offers small-business marketers.
=+3. Would you try to influence the purchase decision in either direction?
=+2. Would you mention the customer-service rumors either to your friend or your boss?
=+1. Would you arrange the meeting between your friend and your boss?
=+ What might be some of the drawbacks to this type of selling?
=+4. Do you think online selling to the federal government benefits marketers?
=+3. Imagine that you are in charge of making the decision to lease or buy a fleet of automobiles for the limousine service for which you work. What factors would influence your decision and why?
=+1. Imagine that you are a wholesaler for dairy products such as yogurt and cheese, which are produced by a cooperative of small farmers. Describe what steps you would take to build relationships with both the producers—farmers—and retailers such as supermarkets.
=+10. In teams, research the practice of remanufacturing of business products such as factory machinery for foreign markets.What challenges do marketers of such products face?
=+9. Find an advertisement with marketing messages targeted for an institutional market. Analyze the ad to determine how the marketer has segmented the market, who in the buying center might be the target of the ad, and what other marketing strategies may be apparent.
=+What type of process is involved in buying?
=+What is the range of contract amounts? Who are the typical suppliers?
=+8. Conduct research into the U.S. government’s purchasing process. Select a federal agency or department, such as the Environmental Protection Agency, National Aeronautics and Space Administration (NASA), or the Department of Health and Human Services. What types of purchases does it make?
=+7. Form a team to conduct a hypothetical team selling effort for the packaging of products manufactured by a food company such as Kraft or General Mills. Have each team member cover a certain concern, such as package design, delivery, and payment schedules. Present your marketing effort to the
=+6. Imagine that you and your teammates are buyers for a firm such as Starbucks, Dick’s Sporting Goods, Marriott, or another firm you like. Map out a logical buying process for a new-task purchase for your organization.
=+5. As a team, research a firm such as Microsoft or Boeing to learn how it is using outsourcing or offshoring. Then report on what you think the benefits and drawbacks to the firm might be.
=+4. In pairs, select a business product in one of two categories—capital or expense—and determine how derived demand will affect the sales of the product. Create a chart showing your findings.
=+3. In pairs or individually, select a firm in your area and ask to interview the person who is in charge of purchasing. In particular, ask the person about the importance of buyer–seller relationships in his or her industry. Report your findings to the class.
=+2. As a team or individually, choose a commercial product, such as computer chips, flour for baking, paint, or equipment, and research and analyze its foreign market potential.Report your findings to the class.
=+d. classroom furniture Does the buying process differ for any of these products?If so, how?
=+a. lab equipment for one of the science labsb. the school’s telecommunications systemc. food for the cafeteria
=+1. In small teams, research the buying process through which your school purchases the following products:
=+10. Describe some of the factors that direct U.S. government purchases. Why are institutional markets particularly challenging?
=+What is the purpose of team selling?
=+In the buying center, who has the formal authority to make a purchase?
=+9. In the buying center, who is a marketer likely to encounter first?
=+ How is offshoring different from outsourcing?
=+5. For what reasons might a firm choose an option other than making a good or service in-house? Why is outsourcing on the rise?
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