Questions and Answers of Contemporary Marketing Case

You are a district sales manager for a high-tech company selling IT services in the Southeast. Sales have been down in the last year and senior management is putting significant pressure on you to
You are head of sales for a large company with operations around the country. The top-performing saleswoman in your western region has come to you with a sexual harassment complaint. She says her
How would you create an ethical business climate?
You travel a lot for your company and fly at least twice a month, accumulating thousands of frequent flyer miles with your airline of choice. Is it ethical to keep the miles even though you earned
As a sales manager, how would you educate your sales force about the Uniform Commercial Code? Go to www.law.cornell.edu/ucc and review the UCC. What topics do you think are most relevant for
A salesperson is giving a sales presentation to a customer purchase committee. At the end, the Head of Purchasing looks at her and asks, “You know our specific requirements. Can your product do the
What policies and procedures can a company use to discourage salespeople from discriminating on price with certain customers? As a manager, how would you deal with the problem of price discrimination?
Develop a personal code of sales ethics using the ethical checklist in Exhibit 4.8 as a guide.data from exhibit 4.8 Circle the appropriate answer on the scale; 1 = not at all; 5 = totally yes
With a teammate, select a business you are familiar with and design a frequency marketing program for that firm. Now design a grassroots, viral marketing, or buzz marketing campaign for the company
A hotel chain’s database has information on guests that includes demographics, number of visits, and room preferences. Describe how the chain can use this information to develop several
Select a local business enterprise. Find out as much as you can about its customer base, marketing strategies, and internal functions. Consider whether a customer relationship management focus would
Choose a company that makes great stuff—something you really like, whether it is tennis racquets, electronics, ice cream, or the jeans. Now come up with a partner for your firm that you think would
The Disney Institute keeps a low profile (not everyone can make the imaginative leap from mouse ears to skilled advice on best business practices), but nevertheless it has helped clients ranging from
Pepe’s Pizzeria has built its brand equity not only on the high quality of its food but on its social interaction with customers. “They relate to their customers,” says Pepe’s CEO Ken Berry.
What is a line extension? Describe how one of the following might create a line extension:a. Angel Soft toilet tissueb. Kellogg’s Frosted Flakesc. Dunkin’ Donuts ground coffeed. Gain laundry
On your own or with a classmate, choose one of the following goods (or choose one of your own). Visit the company’s website to learn as much as you can about your product and the way it is
On your own or with a classmate, create an advertisement for an unsought product, such as a remedial reading or math course, cremation services, a first-aid kit, or the like. How can your ad turn an
Consider a customer service experience you have had in the last month or so. Was it positive or negative? Describe your experience to the class and then discuss how the firm might improve the quality
With a classmate, choose one of the following firms or another that interests you. Visit the firm’s website and review its product mix. Then create a chart like the one for Johnson &Johnson in
With the same classmate, create a plan for further extending one of the firm’s product lines. Describe the strategy you would recommend for extending the line as well as new products that might be
Draw a line representing the goods–services continuum. Then place each of the following along the continuum. Briefly explain your decision. a. Skype b. Teleflora.com c. Pottery Barn d. Hyundai
Choose one of the following goods and services and describe your strategy for taking it to the next stage in its product lifecycle. For products in the maturity or decline stage, describe a strategy
Describe a fad that has come and gone during your lifetime, such as Beanie Babies or Pokemon. Did you take part in the fad? Why or why not? How long did it last? Why do you think it faded?
Its cutting-edge marketing strategies were widely imitated, and with many of its original fans entering middle age, Nike now finds itself ranked fifth in popularity among coveted buyers between 18
Chobani, the company Hamdi Ulukaya founded with five employees almost a decade ago, has become the number-one producer of Greek yogurt in the United States and is driving a dramatically rising trend.
Why do firms choose to streamline their supply chains?Describe two or three ways a firm might go about streamlining its supply chain.
Which mode of transport would probably be most appropriate for the following goods?a. Diesel fuelb. Chain-link fencingc. Locally grown peachesd. Automobiles made in South Koreae. T-shirts
The traditional channel for consumer goods runs from producer to wholesaler to retailer to user. With a classmate, select a product from the following list (or choose one of your own) and create a
With a classmate, choose a product you think would sell best through a direct channel. Then create a brief sales presentation for your product and present it to the class. Ask for feedback.
With a classmate, choose a franchise that interests you. Visit the website of the company to learn more about how its goods and services are distributed. Create a chart outlining the firm’s
It takes a lot to move an elaborate stage show like Cirque du Soleil, Big Apple Circus, or a rock band from one location to another while it is on tour. With a classmate, choose a touring performance
Choose one of the following firms and identify which marketing channel or channels you think would be best for its goods or services. Then explain the market factors, product factors,and
After a trip to Turkey where you were inspired by the craftsmanship of artisans who make jewelry and decorative artifacts, you decide to establish an import business focusing on their work. How would
Airports closed, subways flooded, power and communications were disrupted. In addition to more than 100 deaths, thousands of homes and businesses were damaged or destroyed by flood, fire, and wind.
Research and then classify each of the following retailers: a. Home Depot b. H&M c. H.h. gregg d. Dillard’s e. Gymboree
Visit a local Walmart store and observe product placement, shelf placement, inventory levels on shelves, traffic patterns, customer service, and checkout efficiency. Discuss what makes Walmart the
Target has become known for trendy clothes and stylish housewares, all readily available in spacious stores at reasonable prices. Visit a local Target store or the company’s website and compare its
Match each industry with the most appropriate type of wholesaling intermediary. hardware perishable foods lumber wheat used cars a. drop shipper b. truck wholesaler c. auction house d.
In teams, develop a retailing strategy for an Internet retailer. Identify a target market and then suggest a mix of merchandise, promotion, service, and pricing strategies that would help a retailer
With a classmate, visit two or three retail stores that compete with each other in your area and compare their customer service strategies. (You might want to visit each store more than once to avoid
Visit a department store and compare at least two departments’ pricing strategies based on the number of markdowns you find and the size of the discount. What, if anything, can you conclude about
Think of a large purchase you make on a nonroutine basis, such as a new winter coat or expensive clothing for a special occasion. Where will you shop for such items? Will you travel out of your way?
Outlet malls are a growing segment of the retail market. Visit a local outlet mall or research one on the Internet. What types of stores are located there? How do the product selection and price
Torrid is a national chain of about 170 stores that feature clothing for plus-size women. Recommend an appropriate retailing strategy for this type of retailer.
With low prices, low employee turnover, and steady growth, the company would seem to be an all-around success. It even boasts above-average survey scores on the quality of the shopping experience and
He made a few batches and peddled them to retailers in his home state of Rhode Island before stopping in at Munroe Dairy, a home-delivery dairy farm. The owner ordered 500 pints on the spot—and
For each of the following goods and services, indicate which direct marketing channel or channels you think would be best: a. Kansas City Royals tickets. b. Athletic apparel. c. Custom-made
Compare and contrast interactive ads and traditional ads.
On your own or with a classmate, select a print advertisement that catches your attention and analyze it according to the AIDA concept (attention, interest, desire, action). Identify features of the
Watch a television show and see how many products you can find placed within the show. Present your findings to the class.
With a classmate, choose a good or service you think could benefit from guerrilla marketing. Imagine you have a limited promotional budget, and come up with a plan for a guerrilla approach. Outline
Cut out a print ad and place it on a poster board. With a marker, identify all the elements of the ad. Then identify what you believe is the ad’s objective. Next, identify the strategy used. If the
Cross-selling can be an effective way for a firm to expand. Locate an advertisement for a firm you believe could benefit from cross-selling. List ways it could offer multiple goods or services to the
With a partner, choose one of the following sales situations.Then take turns coming up with creative ways to close the deal, with one of you playing the customer and the other playing the
As sales representatives for a cooperative of organic farmers, you and your team are about to make a sales presentation to a national supermarket chain. List the most important messages you wish to
On your own or with a classmate, go online and research a firm such as General Mills, Ford, or Burger King to find out what kinds of consumer-oriented promotions the company is conducting for its
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
Since the implementation of the national Do Not Call Registry, consumers have noticed a substantial increase in emails and texts containing sales messages. As a marketer, do you think this type of
Assume that a friend asks you to solicit donations for a local charity (you pick the charity). Outline your approach and presentation as a salesperson would.
With a classmate, create two advertisements for the same product. One advertisement should feature a high price; the other advertisement should feature a low price. Present your advertisements to
On your own or with a classmate, visit a local supermarket to find examples of promotional pricing and loss leaders. Note instances of both. Does the promotional pricing make you more likely to
Choose one of the following products and describe how it may (or already has) become vulnerable to substitution. Then describe an overall strategy, with two or three tactics, for reducing this
They differ from baby boomers (born 1946–1964) in many ways, including their preferences when staying at a hotel. Millennials feel “interesting is more important than comfort.” They also lack
Why can’t they get something for that?” asks James L. Nederlander, president of the company. Nederlander, whose family founded and has run the Nederlander Producing Company for more than 100
With a classmate, choose two companies or brands that compete directly with each other. Select two of the following or choose your own. Then develop a competitive strategy for your firm while your
Track your own consumer purchasing decisions as they relate to your income. Compare your decisions during the college year and the summer. Do you have a summer job that increases your income? How
The U.S. Postal Service essentially enjoys a monopoly on the delivery of most mail. With a classmate, develop a strategy for a business that would compete with the USPS in areas that firms such as
Choose one of the following products. Working in pairs or small groups, present arguments for and against having the United States impose certain regulations on the advertising of your product. (Note
With a classmate, research a professional sports team that has threatened to move if locals don’t approve subsidies to build a new stadium or arena. Do you think this is a savvy business move on
Dedicated to the mission of “nourishing lives,” the company produces millions of servings of food every day, from iconic breakfast cereals such as Cheerios to Yoplait dairy products, and from
For a week, keep a log on your social media use as a consumer. Which sites and tools do you frequent? Why? How much time do you spend on each one daily? Weekly? Do you interact with social media
With a classmate, select a television commercial or print ad for a product, such as an upcoming concert or theater production, a hybrid vehicle, a clothing retailer, pet food, or a line of low-fat
With a classmate, choose one of the following brands (or select your own): a. Cinnamon Toast Crunch cereal b. REI clothing c. Bose headphones d. Sports Illustrated e. IHOP restaurantsCreate one
Research a recent social media marketing crisis like the one described in the chapter between a Chicago business owner and British Airways (use a few keywords on a search engine to find examples).
Choose one of the social media marketing positions described in this chapter and research online several actual job descriptions for this position (or one like it). You may visit a job site such as
Kellogg’s has several popular Facebook pages for top products like Pop-Tarts, Frosted Flakes, and Nutri-Grain. These host daily marketing messages along with product updates, customer questions,
Rob Siefker, director of the customer loyalty team at Zappos, explains the company’s view of social media further. “When people feel marketed to, they know there’s a reason for it. But when
In small teams, research the benefits of purchasing the following products online: a. Tablet computers b. Hotel rooms in Orlando c. Movie tickets d. Auto insurance
Assume your team is assigned to develop the website for a large online clothing retailer that also has traditional retail stores. Research the characteristics of Web users and online shoppers. What
Working with a partner, identify and visit ten different e-business websites. These can be either B2C or B2B sites. Which of these sites, in your opinion, have the highest and lowest conversion
Working with a small group, assume your group designs e-business websites. Identify a local company that operates with little or no online presence. Outline a proposal that explains to the firm the
Walgreens first stepped into e-commerce over a decade ago when it started walgreens.com, which recently ranked as one of the top retail sites on the Web with an estimated 12 million visits each week
Hubway (sponsored by New Balance and operated by Alta Bicycle Share) is Boston’s recently established bike-sharing system that features more than 100 stations, 1,000 bicycles, and an interactive
For each of the following consumer decisions, what steps might marketers take to transform them from a limited problem-solving situation for a consumer to a routinized response situation? a. Buying
Choose a person whom you believe to be a true opinion leader. It might be a media celebrity, a political leader, a sports figure, or someone in another category entirely. Research ways in which the
Consider your own participation in family purchases. How much influence did you have on your family’s decisions as a child? As a teenager? Over what types of products did you have an influence—or
One major trend in consumer spending that is likely to last for the next several years is a focus on value. Dollar stores and discount supermarkets have been profitable, and their popularity shows no
Consider a purchase decision involving a new smartphone, a fitness membership, or an Internet cable provider. Develop an evoked set of three alternatives for your purchase decision. Then create a
Marketers point out that the five levels in Maslow’s hierarchy of needs are sometimes combined or even bypassed by consumers making purchase decisions. Explain how each of the following could
In behavioral terms, this means Amazon has become a research destination as well as a retail site, a place where many digitally savvy shoppers go to search, compare, price, and analyze before making
A number of factors influence consumers’ decision to try Butternut, ranging from interpersonal to personal determinants. The mountain’s marketers, including Matt Sawyer and advertising consultant
As a team or individually, choose a commercial product—such as computer chips, flour, paint, or equipment—and research and analyze its foreign-market potential. Report your findings to the class.
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.
Imagine you and your teammates are buyers for a firm such as Applebee’s, Dick’s Sporting Goods, Hilton Hotels, or another company you like. Map out a logical buying process for a newtask purchase
Form a team to conduct a hypothetical team-selling effort for the packaging of products manufactured by a food company such as General Mills. Have each team member cover a certain concern such as
Conduct research into the U.S. government’s purchasing process. Select a federal agency or department such as the Environmental Protection Agency, the National Aeronautics and Space Administration
Imagine you are a wholesaler for dairy products such as milk and cheese, which are produced by a cooperative of small farmers. Describe what steps you would take to build relationships with both the
Describe an industry that might be segmented by geographic concentration. Then identify some of the types of firms that might be involved in that industry. Keep in mind that these companies might be
Imagine you are in charge of making the decision to lease or buy a fleet of trucks for the moving company for which you work. What factors would influence your decision and why?
Do you think online selling to the federal government benefits marketers? What might be some of the drawbacks to this type of selling?

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