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contemporary marketing case
Contemporary Marketing 15th Edition Louis E. Boone, David L. Kurtz - Solutions
3. Working alone or with a partner, choose a new-product idea, or a variation on an existing product, that you think would appeal to your classmates, such as yogurt or an energy drink in a new flavor, and devise a test marketing plan for it.Determine where you will test your product and which
2. Discuss some of the challenges Pizza Hut might face in conducting marketing research in potential new international markets.What types of research would you recommend the company use in choosing new countries for expansion?
1. ACNielsen offers data collected by optical scanners from the United Kingdom, France, Germany, Belgium, the Netherlands, Austria, Italy, and Finland. This scanner data tracks sales of UPCcoded products in those nations. In small teams, imagine you are Nielsen clients in the United States. One
10. Contrast qualitative and quantitative sales forecasting methods.
9. Describe business intelligence.
8. Describe the experimental method of collecting primary data and indicate when researchers should use it.
7. Define and give an example of each of the methods of gathering survey data. Under what circumstances should researchers choose a specific approach?
6. Distinguish among surveys, experiments, and observational methods of primary data collection. Cite examples of each method.
5. What is sampling? Explain the differences between probability and nonprobability samples and identify the various types of each.
4. Distinguish between primary and secondary data. When should researchers collect each type of data?
3. List and explain the steps in the marketing research process.Trace a hypothetical study through the stages in this process.
2. What are the differences between full-service and limitedservice research suppliers?
1. Outline the development and current status of the marketing research function.
3. How does the exponential smoothing technique forecast sales?
2. What is the Delphi technique?
1. Describe the jury of executive opinion.
2. What is the most common method of primary data collection outside the United States?
1. What are some U.S. organizations that can serve as sources of international secondary marketing data?
3. Describe the process of collecting business and competitive intelligence.
2. What is data mining?
1. Distinguish between an MIS and an MDSS.
2. When should ethnographic research be employed?
1. How is interpretative research typically conducted?
2. Identify the different types of survey methods.
1. What are the principal methods for collecting primary data?
3. Identify the types of nonprobability samples.
2. Explain the different types of probability samples.
1. What is sampling?
3. What are the major methods of collecting primary data?
2. What are the major methods of collecting secondary data?
1. Distinguish between primary and secondary data.
2. What is the goal of exploratory research?
1. What are the six steps in the marketing research process?
2. What research methods can be used to measure customer satisfaction?
1. Identify the different classifications of marketing research suppliers, and explain how they differ from one another.
8 Identify the major types of forecasting methods.
7 Outline the most important uses of computer technology in marketing research.
6 Explain the challenges of conducting marketing research in global markets.
5 Identify the methods by which marketing researchers collect primary data.
4 Explain the different sampling techniques used by marketing researchers.
3 Distinguish between primary and secondary data, and identify the sources of each type.
2 Explain the steps in the marketing research process.
1 Describe the development of the marketing research function and its major activities.
4. Write a report on the advantages and disadvantages of working with customers who want to act as their own contractors.On May 4, 2007, the Green Acres Bed & Breakfast at 122 W. Iowa in Greensburg, Kansas, was destroyed by an F5 tornado. To innkeepers Janice and John Haney, this wasn’t just the
3. Why is it important that Calmarc maintain a good buyer–seller relationship with B&B? What does Calmarc get out of it and what’s in it for B&B?On May 4, 2007, the Green Acres Bed & Breakfast at 122 W. Iowa in Greensburg, Kansas, was destroyed by an F5 tornado. To innkeepers Janice and John
2. Would you consider Allison a regular consumer or a B2B buyer?On May 4, 2007, the Green Acres Bed & Breakfast at 122 W. Iowa in Greensburg, Kansas, was destroyed by an F5 tornado. To innkeepers Janice and John Haney, this wasn’t just the loss of a business, but also of their home. The brick,
1. How are the Haneys, Allison, and Boyles similar in terms of their consumer behavior? How are they different?On May 4, 2007, the Green Acres Bed & Breakfast at 122 W. Iowa in Greensburg, Kansas, was destroyed by an F5 tornado. To innkeepers Janice and John Haney, this wasn’t just the loss of a
2. What challenges do U.S. e-commerce companies face when selling their products overseas? Do you believe brands have the right to limit a company’s right to sell internationally?The ski and snowboard community is relatively small, so Evo—the Seattle-based snowboard, ski, skateboard, and
1. Why doesn’t Evo need to tailor its marketing to different countries?Do you agree with their decision to present one marketing message? Why or why not?The ski and snowboard community is relatively small, so Evo—the Seattle-based snowboard, ski, skateboard, and wakeboard store—is always
2. GM plans to introduce the Chevy Spark and the Chevy Cruze, two fuel-efficient models made in China, in the United States.How do you think the cars will be received? What advice would you give management about this strategy?For General Motors, 2009 was a year to remember. A global
1. Through overseas expansion, General Motors takes advantage of untapped markets. But that strategy came under criticism after the company received bailout money from the U.S. government. Do you think the criticism was warranted? Why?For General Motors, 2009 was a year to remember. A global
11. Cheap—and illegal—copies of pirated popular movies, video games, and music often are available for sale in Asia within days of their worldwide release. The entertainment industry has so far had little success in stopping the fl ow of these copies into consumers’hands. Do you think
3. World statistics. The CIA World Factbook contains a wide range of information and statistics on individual countries.Go to the Web site listed below. Click on “Guide to Country Comparisons.” Then click on the relevant section to obtain the top five countries in each of the following:a.
2. Global marketing strategies. Samsung—the Korean-based electronics company—has been quite successful over the past ten years at marketing its products worldwide. Visit the Samsung Web site and note two or three elements of the firm’s global marketing strategy. Next visit the Web sites of
1. Chinese currency policy. Critics contend that the Chinese government pursues policies that keep the value of the Chinese currency artificially low relative to other currencies such as the U.S. dollar and euro. Using Google News and other online news sources, research the current state of Chinese
5. Foreign investment continues to grow in the United States. Do you think this is a positive trend for U.S. businesses and consumers?Why or why not?
4. Do you agree with countertrade as a legitimate form of conducting business? Why or why not? Describe a countertrade agreement that Microsoft might make in another country.
3. Do you agree with the goals and ideas of the proposed FTAA?Why or why not?
2. Zippo lighters have been around for more than 75 years. But as the number of smokers in the United States continues to decline, Zippo has spent the last half-century scouting the world for new markets. Today, Zippo is a status symbol among Chinese consumers, who prefer U.S. products. To reduce
1. Few elements in the global marketing environment are more difficult to overcome than the unexpected, such as natural disasters or outbreaks of disease such as the avian flu. Travel may be curtailed or halted by law, by a breakdown in infrastructure, or simply by fear on the part of consumers.
5. Chinese automaker Geely (pronounced jeely) recently announced plans to enter the U.S. market. With a classmate, research Geely to find out more about its cars, then create an ad for the firm, targeting U.S. consumers.
4. Suppose you work for a firm that is getting ready to introduce its brand of MP3 player to the Chinese marketplace. With a classmate, decide which strategies your firm could use most effectively for entering this market. Present your ideas either in writing or to the class.
3. London is hosting the 2012 Summer Olympics. By yourself or with a classmate, identify a company that might benefit from promoting its goods or services at the London Olympics. In a presentation, describe which strategy you would use: straight extension, product or promotion adaptation, dual
2. Assume you work for Domino’s Pizza, which already has more than 3,200 outlets in more than 55 overseas markets. With a classmate, identify a country that Domino’s has not yet reached and write a brief plan for entering that country’s market. Then create a print ad for that market (you can
1. Imagine you and a classmate are marketers for one of the following companies: Apple Inc., Burger King, General Mills, or Mattel Toys. Choose one of the following markets into which your company could expand: Mexico, India, or China. Research the country’s infrastructure, social–cultural
10. What type of nation benefits most from countertrade? Why?
9. In what conditions is a global marketing strategy generally most successful?
8. Define and describe the different types of contractual agreements that provide flexible alternatives to exporting.
7. What are the three alternatives for first-time exporters to reach foreign customers?
6. Why has the progress of the WTO been slow?
5. What are two major victories achieved by the Uruguay Round of GATT conferences?
4. How does an import quota restrict trade?
3. What are the two different classifications of tariff? What is each designed to do?
2. Why is a nation’s infrastructure an important factor for global marketers to consider?
2. What is countertrade?
1. What are the five strategies for selecting the most appropriate product and promotion strategy for a specific foreign market?
2. Why would U.S. automobile manufacturing be a target for foreign companies?
1. What characteristics of the United States make it an inviting target for foreign marketers?
1. What is the difference between a global marketing strategy and a multidomestic marketing strategy?
2. What are two ways in which multinationals have changed since the 1960s?
1. What is a multinational corporation?
3. What is the goal of the European Union?
2. What countries are parties to the NAFTA accord?
1. What is the World Trade Organization?
3. What is international direct investment?
2. What is a franchise?
1. What are the three basic strategies for entering foreign markets?
3. What are the two major categories of trade barriers?
2. What is an FCN treaty?
1. What are the three criteria that determine a nation’s prospects as a host for international business expansion?
3. What must global marketers do effectively to reach foreign markets?
2. What is the largest category of exports from the United States?
1. Define importing and exporting.
7 Explain the attractiveness of the United States as a target market for foreign marketers.
6 Describe the alternative marketing mix strategies used in global marketing.
5 Differentiate between a global marketing strategy and a multidomestic marketing strategy.
4 Identify the alternative strategies for entering foreign markets.
3 Outline the basic functions of GATT, WTO, NAFTA, FTAA, CAFTA-DR, and the European Union.
2 Identify the major components of the environment for global marketing.
1 Describe the importance of global marketing from the perspectives of the individual firm and the nation.
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