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contemporary marketing case
Contemporary Marketing 15th Edition Louis E. Boone, David L. Kurtz - Solutions
10. How do pricing objectives for a global firm differ from those used generally?
8 Relate the concepts of cannibalization, bundle pricing, and bots to online pricing strategies.
7 Compare the three alternative global pricing strategies.
6 Explain the importance of transfer pricing.
5 Contrast competitive bidding and negotiated prices.
4 Relate price to consumer perceptions of quality.
3 Identify the various pricing policy decisions marketers must make.
2 Describe how prices are quoted.
1 Compare the alternative pricing strategies, and explain when each strategy is most appropriate.
8 Identify the major pricing challenges facing online and international marketers.
7 Explain the use of yield management in pricing decisions.
6 List the chief advantages and shortcomings of using breakeven analysis in pricing decisions.
5 Explain the major costplus approaches to price setting.
4 List the practical problems involved in applying price theory concepts to actual pricing decisions.
3 Explain price elasticity and its determinants.
2 Identify the major categories of pricing objectives.
1 Outline the legal constraints on pricing.
5. Put yourself in the role of a product manager for a company(like low-flush toilets or solar panels) interested in donating some of their products to the Greenburg project. Your manager has asked you to comment on whether they should concentrate on the promotion opportunities this initiative
4. Why is advertising more advantageous for Ogden’s ad clients?Greensburg, Kansas—Greensburg is the small Kansas town that was decimated by a powerful EF-5 tornado last May, the result of which 12 residents died and the community experienced the loss of 95%of its structures. It is rebuilding as
3. Why is personal selling an important aspect of Ogden Publications’ approach to advertisers?Greensburg, Kansas—Greensburg is the small Kansas town that was decimated by a powerful EF-5 tornado last May, the result of which 12 residents died and the community experienced the loss of 95%of its
2. To which sales channels does Greensburg GreenTown market the Model Homes Project?Greensburg, Kansas—Greensburg is the small Kansas town that was decimated by a powerful EF-5 tornado last May, the result of which 12 residents died and the community experienced the loss of 95%of its structures.
1. What are the challenges in soliciting product placements and donations for the Model Homes Project?Greensburg, Kansas—Greensburg is the small Kansas town that was decimated by a powerful EF-5 tornado last May, the result of which 12 residents died and the community experienced the loss of
2. Which step in the sales process is most important in a consumer’s decision to purchase a car?“We want our customer to have a long-term relationship with us,” explains Vinnie Koc, a sales consultant with Scholfield Honda, “by providing them the service that Scholfield Honda has always
1. How important is sales force management in Scholfield Honda’s overall success? Why?“We want our customer to have a long-term relationship with us,” explains Vinnie Koc, a sales consultant with Scholfield Honda, “by providing them the service that Scholfield Honda has always provided.”
2. In your opinion, what would be the advantages and disadvantages of working as a salesperson in a niche industry like private or business jets? For someone interested in that kind of job, what would be the barriers to entry?Welcome to the world of the rich and famous—where people relax in
1. Who might be a good prospect for a private jet? If you were a salesperson for such aircraft, how would you go about qualifying a prospect?Welcome to the world of the rich and famous—where people relax in luxury on their own small jet planes rather than climb aboard a commercial airliner and
3. CES. The Consumer Electronics Show (CES) is one of the largest trade shows in the world. Visit the CES Web site (http://www.cesweb.org/) and answer the following questions:a. When and where is the CES held?b. How many attended the most recent CES? How many fi rms and organizations had
2. Compensation systems. Go to the Web sites shown here and review the material on compensation systems. Prepare a report outlining the major issues associated with designing a sales compensation system.http://www.evancarmichael.com/Sales/414/Compensationsystems-in-sales-organizations.html
1. Sales careers. Visit the three Web sites listed here and review the material on careers in sales. Make a list of five interesting facts about sales careers. Did this exercise make you more or less interested in a sales career? Explain your answer.http://www.collegegrad.com/careers/marke.shtml
2. Should you discuss the situation with your friend? Should you discuss it with your supervisor? Explain your response.You have been hired by a discount sporting-goods retailer in an over-the-counter sales position. You have completed a training course that includes learning about the products,
1. Do you agree with your friend’s actions? Why or why not?You have been hired by a discount sporting-goods retailer in an over-the-counter sales position. You have completed a training course that includes learning about the products, assisting customers, and cross-selling. You have made several
1. Since the implementation of the national Do Not Call Registry, some Americans have noticed an increase in door-to-door selling as well as e-mails containing sales messages. As a marketer, do you think this type of selling is effective? Why or why not?
5. With a classmate, design a specialty advertising item for one of the following companies or its products, or choose one of your own. Present your design sketches to the class.a. SeaWorld or Busch Gardensb. Dunkin’ Donutsc. Verizon Wirelessd. Equal Exchange coff eee. Apple iPad
4. On your own or with a classmate, go online and research a firm such as Kraft, General Mills, Ford, or Burger King to find out what kinds of consumer-oriented promotions the company is conducting for its various brands or individual products. Which promotions seem the most appealing to you as a
3. As sales representatives for a cooperative of organic farmers, you are about to make a sales presentation to a national supermarket chain. List the most important messages you wish to relate and then role-play the sales presentation.
2. With a partner, choose one of the following sales situations.Then take turns coming up with creative ways to close the deal—one of you plays the customer and the other plays the salesperson. Present your closing scenarios to the class.a. You are a sales associate at a car dealership, and a
10. What is trade promotion? What are its objectives?
9. What are the benefits of sampling? What are the drawbacks?
8. What is the role of sales promotion in the marketing effort?
7. What is expectancy theory? How do sales managers use it?
5. What is the role of a sales incentive?
2. Which of the four sales channels is each of the following salespeople most likely to use?a. salesperson in a Macy’s storeb. Coldwell Banker real estate agentc. route driver for Keebler snack foods (sells and delivers to local food retailers)d. technical support for HP
8 Describe the role of sales promotion in the promotional mix, and identify the different types of sales promotions.
7 Explain the role of ethical behavior in personal selling.
6 Identify the seven basic functions of a sales manager.
5 Outline the seven steps in the sales process.
4 Identify and briefly describe the three basic sales tasks.
3 Describe the major trends in personal selling.
2 Describe the four sales channels.
1 Describe the role of today’s salesperson.
2. What challenges do specialized magazines such as Mother Earth News face when trying to entice advertisers? Create a pitch to a potential green-product advertiser stating the benefits of advertising in Mother Earth News.Ogden Publications of Topeka, Kansas, has been working in the green space for
1. Given that most of a magazine’s revenue comes from ads, would you be willing to turn down a large consumer advertiser because your readers may disagree with their product or business practices? Discuss the ethical, PR, and financial implications of your decision.Ogden Publications of Topeka,
2. Does a candidate’s use of a song you like (or dislike) affect your overall impression of the candidate? Why?As political advertising becomes increasingly big business, the branding that accompanies a campaign has come to rely heavily on music. This is not surprising, according to
1. How does the use of music in a political campaign play a role in establishing a candidate’s brand?As political advertising becomes increasingly big business, the branding that accompanies a campaign has come to rely heavily on music. This is not surprising, according to neuroscientists, whose
3. Not-for-profit advertising. Review the material in the chapter on creating an advertisement and then go to the Web site listed here. It outlines the basic steps involved in creating an advertisement for a not-for-profit organization. Review the material and prepare a brief report comparing and
2. Super Bowl advertising. Visit the Web sites listed here. How many different organizations ran ads during the most recent Super Bowl? Which organizations have run the most ads in Super Bowls? During the most recent Super Bowl, which ads were the highest rated? The lowest rated? How much has the
1. Future of newspaper advertising. Using a news source, such as Google news (http://news.google.com) or Yahoo!news (http://news.yahoo.com), research the current status of newspaper advertising. How much has ad revenue declined in recent years? Do you agree or disagree that the future of newspaper
2. What steps might Imaginarium and Telefonica take to develop good public relations and generate positive publicity surrounding their product?In an eff ort to target the youngest of consumers, some fi rms have begun to advertise tiny mobile phones sized to fi t the hands of children. The MO1,
1. Do you believe that Imaginarium and Telefonica are acting in an ethical manner? Why or why not? Be sure to use concepts from this chapter to build your argument.In an eff ort to target the youngest of consumers, some fi rms have begun to advertise tiny mobile phones sized to fi t the hands of
6. Imagine that a writer says that children exposed to puffery in ads grow into teens who are healthily skeptical of advertising claims. Find several print ads aimed at children, and identify what you think might be puffery in these ads. Select one ad you think children would be influenced by and
3. Select two different advertisers’ television or print ads for the same product category (cars or soft drinks, for instance) and decide what emotion each appeals to. Which ad is more effective and why?
2. Choose one of the following products and outline a possible media schedule for advertising.a. toyb. line of bathing suitsc. line of candles
5. With a classmate, choose a product you have purchased in the past and come up with a plan for using a nontraditional advertising medium—such as balloons, T-shirts, water bottles, anything you imagine will grab people’s attention and promote the product effectively. If possible, create a
4. Access the Internet and surf around to some sites that interest you. How many banner ads or pop-ups do you see? Do you like to view these ads, or do you find them intrusive? Which are most appealing?
3. With a classmate, create your own plan for cross- promoting two products you think would be good candidates for cross-promotion.
2. According to Advertising Age, some of the top advertising campaigns of all time include Nike’s “Just do it” (1988), McDonald’s“You deserve a break today” (1971), and Burger King’s “Have it your way” (1973).56 With a classmate, choose an ad campaign you think is
1. Choose a print ad to cut out and place on a poster board. With a marker, identify all the elements of the ad. Then identify what you believe is the objective of the ad—to inform, persuade, or remind. Finally, identify the strategy used—comparative, celebrity, or retail. If there is an
10. What is puffery? Where does it cross the line from ethical to unethical?
7. What is the role of an advertising agency?
3. Describe each of the four major advertising strategies.
8 Explain how marketers assess promotional effectiveness.
7 Explain the roles of cross-promotion, public relations, publicity, and ethics in an organization’s promotional strategy.
6 Outline the organization of the advertising function and the role of an advertising agency.
5 List and compare the major advertising media.
4 Identify the major types of advertising appeals, and discuss their uses.
3 Describe the process of creating an advertisement.
2 List the major advertising strategies.
1 Identify the three major advertising objectives and the two basic categories of advertising.
2. What are the challenges of maintaining a consistent look and feel across different media? What are the editorial and design differences between a Web magazine and a print one?Integrated marketing communications is all about consistency. For some companies, that’s pretty simple—slap your logo
1. Come up with a single marketing and PR campaign to promote three or four of Ogden’s magazines. Visit www.ogdenpubs.com to learn more about each title.Integrated marketing communications is all about consistency. For some companies, that’s pretty simple—slap your logo on the press kit and
2. Do you think Google is investing enough in efforts to measure the effectiveness of online display ads? Are you ever influenced by these ads?Google’s acquisitions of ad-friendly YouTube and ad specialist DoubleClick were major investments the firm hoped would help it catch up in the display ad
1. How do you think Google’s expected dominance of the online display advertising market will affect marketers who already use the Internet for marketing communications? Will its push into this market attract any marketers who aren’t currently using online marketing messages?Google’s
3. Public relations. Visit the Web sites of at least three large, multinational corporations. Examples include Siemens, DuPont, and ExxonMobil. Review the material on the Web sites and prepare a brief report outlining how each firm includes public relations as part of its promotional strategy.
2. Product placements. Visit the Web site listed here. It tracks product placements in movies. Review the material on the Web site and then answer the following questions:a. Which movies have had the largest number of product placements?b. Which brands have appeared most often?c. What are some of
1. Pulling versus pushing strategies. Review the material in the chapter on pulling and pushing strategies and go to the Web sites of Honda Motors and S.C. Johnson. Based on the Web sites, which firm appears to follow more of a pulling promotion strategy? Which firm follows more of a pushing
2. Do you consider the use of pop-up ads to be unethical? Why or why not?Pop-up ads, those unsolicited messages that sometimes pop onto your computer screen and block the site or information you’re looking for until you close or respond to them, are inexpensive to produce and cost nearly nothing
1. Do you think that because they are unsolicited, pop-up ads are also intrusive? Are they an invasion of privacy? Explain your reasoning.Pop-up ads, those unsolicited messages that sometimes pop onto your computer screen and block the site or information you’re looking for until you close or
5. Describe a public service announcement you have seen recently.Do you believe the announcement will help the organization achieve its goals? Why or why not?
4. Take a careful look at a direct-mail catalog you have received recently. Who is the audience for the products? Did the firm target you correctly or not?
2. Identify a corporate sponsorship for a cause or program in your area, or find a local company that sponsors a local charity or other organization. What do you think the sponsor is gaining from its actions? Be specific. What does the sponsored organization receive? Do you think this sponsorship
1. Choose one of the following products and discuss what you think the objective(s) of promotion should be for the product:a. beefb. Kraft Macaroni & Cheesec. Ford Focusd. Verizon cell phone service
5. Evaluate two or three pieces of direct mail you received recently.Which items caught your attention and perhaps made you save the mailing? Which items did you toss in the trash without even opening or considering beyond an initial glance? Why?
1. Not-for-profit organizations rely on IMC just as much as forprofit firms do. The Egyptian government, which owns the remains and artifacts of boy pharaoh King Tutankhamun, has sent the King Tut collection on a worldwide tour of selected nations and museums. Many organizers—including National
10. What are two major ways of setting Internet advertising rates, and how do they work?
4. Differentiate between advertising and product placement.Which do you think is more effective, and why?5. What are the benefits and drawbacks of publicity?6. Why is sponsorship such an important part of a firm’s IMC?
2. Describe the five stages of communication.
9 Discuss the value of marketing communications.
8 Explain how marketers budget for and measure the effectiveness of promotion.
7 Contrast pushing and pulling strategies.
6 Discuss the factors that influence the effectiveness of a promotional mix.
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