Contemporary Canadian Marketing Cases 5th edition H.F. Herb MacKenzie - Solutions

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Suppose you work for a firm that is getting ready to introduce its brand of headphones 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.
Chinese automaker Geely (pronounced jeely) announced plans to enter the U.S. market over the next few years. With a classmate, research Geely to find out more about its cars, then create an ad for the firm, targeting U.S. consumers.
Do you agree with the goals and ideas of the proposed FTAA? Why or why not?
That’s one of every three people in the country, making Super Bowl Sunday practically a national holiday. While the NFL is pleased with that number, recent leveling off of the Super Bowl audience suggests that the most popular U.S. sport might be nearing market saturation. Where does professional
Some would argue that the West End in London holds that title Nederlander Producing Company has a firm foothold in both cities. Founded in Detroit in 1912 by David T. Nederlander, the company is in its third generation as a family-owned, family-run company that produces shows as well as owns and
Classify each of the following as a business product or a consumer product: a. Detroit Tigers ticket b. Bottle of body lotion.c. Fleet of delivery trucks d. Bulk order of rice e. Digital camera f. GE jet engine.
What is the cohort effect? How would you classify your generation?
On your own or with a partner, choose one of the following consumer products and think about how it could be used as a business product. Then create a business advertisement for your product. a. Lawn care products b. Microwave oven c. Golf balls d. Bottled water e. Electric car f. Vacuum
With a classmate, choose one of the following products you believe is generally targeted for either men or women and create an advertisement for the product aimed at the opposite gender. a. Barbecue grill and accessories b. Hunting or fishing supplies c. Nail salon d. SUV e. Online video
Create a chart showing how your family’s income and expenditure patterns have changed over the years as the family lifecycle changed. You don’t need exact figures, just the general picture. If possible, ask other family members for additional information.
Create a profile of yourself as part of a market segment. Include the following: a. Geographic location b. Gender and age c. Household type d. Income and spending habits.
Select one of the following products and explain how you would use segmentation by income and expenditure patterns to determine your targeted market. a. Busch Gardens theme parks b. GoPro video camera c. Healthy Choice frozen entrées d. Land Rover Evoque.
Choose one of the following products and describe a marketing approach that segments the target market by benefits sought: a. Kryptonite bicycle lock b. A private college or university c. Andersen windows and doors d. Coke Zero e. Edy’s Grand Ice Cream.
While the core target market for cruise vacations is 35 or older, with a passport and household income of at least $60, 000 who is likely to have cruised at least once before, that description now covers more than 30 percent of the U.S. population. That’s why cruise marketers no longer think in
Nederlander Producing Company has been in the theater business for a century, but its owners aren’t looking backward. Instead they’re focused forward, on the most advanced ways to identify and serve their audiences. “Everything we do along the food chain of the theater industry is about
How does the era of big data present opportunities and challenges to marketing researchers?
How do the activities of data mining and predictive analytics work together?
Nielsen Company offers data collected by optical scanners from the United Kingdom, France, Germany, Belgium, the Netherlands, Austria, Italy, and Finland. This scanner data tracks sales products with UPC barcodes in those nations. In small teams, imagine you are Nielsen clients in the United
Sandwich maker Subway opened its first overseas store in 1984, in the Middle East. Today, it has nearly 43,000 stores in 108 countries. Discuss some of the challenges Subway might face in conducting marketing research in potential new international markets. What types of research would you
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 single-serve hummus and chips or an energy drink in a new flavor. Then, devise a test marketing plan for it. Determine where you will test your
Interpretive research offers marketing researchers many possibilities, including the opportunity to improve product features such as packaging for food or over-the-counter medication that is difficult for seniors or the disabled to open. List some other ways in which you think this observation
McDonald’s conducts extensive marketing research for all its new products, including new menu items for its overseas stores. Because of cultural and other differences and preferences, the company cannot always extrapolate its results from one country to another. For instance, Croque McDo fried
Some companies are broadening their markets by updating classic products to appeal to younger people’s tastes and preferences. What primary and secondary marketing information would you want to have if you were planning to reinvigorate an established brand in each of the following categories?
Marketers sometimes collect primary information by using so-called mystery shoppers who visit stores anonymously (as if they were customers) and note such critical factors as store appearance and ambiance, items in stock, and quality of service including waiting time and courtesy of employees.
Samsung Nation rewards users who post comments on the company’s website, answer other users’ questions, and link to Samsung.com from their Twitter accounts. Although a television set was offered as the top prize, players reaching higher levels in Samsung Nation enjoy only virtual rewards such
Despite the fact the product line has expanded from one flavor to seven (along with six novelty bar flavors), consumers still aren’t quite sure what GaGa SherBetter is—which is a challenge for the Kings from a marketing standpoint. SherBetter is the Kings’ own name for the product, meaning
Consider each of the following firms and describe how the firm’s goods and services can create different types of utility. If necessary, go online to the company’s website to learn more about it. You can do this alone or in a team. a. American Express, Visa, or MasterCard b. Snapfish or other
With a classmate, choose a U.S.-based company whose products you think will do well in certain overseas markets. The company can be anything from a music group to a clothing retailer—anything that interests you. Suggestions include Papa John’s Pizza, Zumba, StubHub, Katy Perry, or Bass Pro
With a classmate, choose one of the following not-for-profit organizations. Then come up with a for-profit firm with which you think your organization could form a strategic alliance. Create a presentation—an ad, a poster, or the like— illustrating and promoting the partnership. a.
Research one of the following electronics companies, or another of your choosing, and study its efforts to improve the sustainability of its products, particularly their safe disposal. What does the company do well in this area? What could it do better? a. Toshiba b. Vizio c. Microsoft d.
The company had started its own website many years before, offering recipes and cooking tips, and it recently added a Pin-It button so site visitors can link to recipes they’ve posted on Pinterest. But capitalizing on these new opportunities to communicate and engage with customers is not the
He wants you to dig deeper than that, thinking about the quality and origin of fabrics you wear, their impact on the environment, and your own view of social responsibility as a consumer. Even if you can’t afford his clothes (created in one- or two-of-a-kind, limited editions), you can take away
State whether each of the following illustrates strategic or tactical planning: a. Global automakers begin setting up manufacturing plants in China. b. Play N Trade Video Games and Dimensions Games Corporation merge. c. The Cleveland Browns give up draft picks to obtain QB Johnny Manziel
Choose one of the following companies, or select another one whose goods and services are familiar to you. On your own or with a classmate, formulate a mission statement for that company. Then create a list of objectives that reflect your company’s mission. a. Sports Authority b. E*TRADE c.
Using a first mover strategy, Apple’s iPad and iPhone have clearly established the lead in their markets. Research the products of another firm that produces either a tablet or a smartphone to learn about its strategy. How has a second mover strategy benefited the firm? Has the second mover firm
When rivals Samsung and Sony each unveiled their new 3D TVs at a major electronics store, some consumers couldn’t tell the difference between the two. But the firms’ strategies were very different. Sony opted to use outside manufacturing firms to build its TVs, stating that the move would help
Select one of the following industries and research which firms might fall into the top three in the industry, creating a rule of three: a. Online securities trading b. Upscale hotels c. Electronics retailing d. Auto manufacturing
On your own or with a classmate, research one of the following large corporations. Select several product lines and classify each in the BCG matrix. a. ExxonMobil b. Johnson & Johnson c. Starwood Hotels & Resorts d. DuPont
1. What are the ethical issues?2. What are the relevant facts?3. Who are the primary stakeholders?4. What alternative actions can be considered?5. What are the ethics of the alternatives?6. What are the practical constraints?7. What actions should be taken?
As a consumer, would you rather shop at a store that features a sale once a month or a store that practices everyday low pricing (EDLP)? Why?
A customer mentions the beef in the dish he ordered is “tough and dry” and the order seems smaller than before. What would you do?
You know the restaurant advertises the quality of its ingredients widely in the local media. But the menu changes are not advertised, and it bothers you. What course of action would you take?
Should you discuss the situation with your friend? Should you discuss it with your supervisor? Explain your response.
Food manufacturers often set up tables in supermarkets and offer free samples to shoppers, along with coupons for the promoted items. Sometimes restaurants offer free coffee or drink refills. What other products might lend themselves to sampling? Make a list. Pick one of the items and come up with
Make a list of all the convenience products you buy in a week. Does the list change from week to week based on need or your budget? What would it take to make you switch from one product to another?
1. Describe the buyer-seller relationship between Zappos Insights and its business clients.2. How would you classify the business market demand for Zappos Insights training? Explain your answer.
1. Why is it important for W.W. Grainger to understand exactly who its B2B customers are?2. In what other ways can Grainger provide a good customer experience via its website and mobile apps?
1. Describe the social influences that might affect the decisions that consumers make about where to spend their winter recreation time and dollars.2. The evaluation of alternatives is an important step in the buying decision for consumers who are considering whether to visit Butternut or some
1. How can PepsiCo capitalize on what it has learned about the buying behavior of young athletes?2. Gatorade’s president says, “We probably know more about who on Twitter is the most influential influencer of end user athletes than Twitter does, because we’ve made it our business to know
Suppose you are employed by a large electronics retailer, and a customer comes to you with cognitive dissonance over the purchase of an expensive computer system from your store the previous week. How would you work with the customer to help dispel that dissonance?
What are some of the ways marketers can break through consumers’ perceptual screens? If you were a marketer for a line of pet food for cats and dogs, what method might you use?
1. Do a situation analysis for Page Two, paying particular attention to the company’s current financial position, buying behaviour, competition, current marketing strategy, and SWOT.2. Tim is considering a change to each of the elements of the marketing mix. Analyze what Tim should do with
1. What factors do you believe are responsible for the company’s financial success to date?2. What should WH do about their apparent overdependence on one customer? Why?W.H. Plastics was a reasonably successful family business operating in the plastics industry. It was located in Hamilton,
1) Is reducing prices an appropriate strategy to increase market share in Canada?2) Is the Mabuhailand market potentially attractive to Spriware?3) Evaluate whether Spriware should enter Mabuhailand or focus its efforts on the Canadian market?Spriware is a successful and competitive manufacturer of
1) What are the costs of producing bottled and bulk wine?2) Estimate the future potential for wine sales in China, and ice wine in particular. Is it reasonable for Petridis Vineyards to enter this market?3) Develop a financial projection for Anthony’s sales of ice wine into China. Make
1. If forced to choose only one, which of the 4 Ps of the Marketing Mix would most entrepreneurs suggest is the most important? Why? Which would you pick? Why?2. Provide a detailed assessment of Enviro-Plumber’s strengths and weaknesses compared to the competition.3. Conduct a detailed consumer
1. How large is the market for Bovine Booties? What farms or farmers should Bovine Booties target? How would these target customers buy this product?2. How should this product be positioned to farmers?Four years after they graduated together from university, Ted Henderson and Brett Welch were
1. Assess the university’s expectation in light of the previous year’s performance. What is Mariya expected to contribute to the university through the Annual Fund Campaign donations.2. Prepare campaign communication pieces for Mariya, considering what will improve both response rates and
1. Develop a marketing plan and budget for Homes of Distinction for 2012.2. Revise the survey questionnaire for 2012. What improvements can you suggest?The Homes of Distinction Christmas Home Tour is a Niagara-based home tour, taking place every year in mid-November. Together with the Walk/Run for
1. If you were going to reduce the sales force to two salespeople, which two salespeople would you keep? Which would be in charge of distributor sales nationally? Why?Alternatively:1a. What is your assessment of Tom Arkell as a salesperson?OrWho is the most problematic salesperson on the sales
1. What are Michelle’s goals and objectives?2. What alternatives does Michelle have regarding the PACMED system? What criteria should be used to evaluate the alternatives?3. What are the relevant changes in costs and revenues that would have to be considered under each alternative?4. Prepare a
What is your image of Tyndale Community Centre?Tyndale Treasures Community Store is a small store selling used goods, most of which is clothing. The store is owned and operated by Tyndale St. Georges Community Centre, a not-forprofit organisation serving the underprivileged and economically
1. Recognize a brand image and positioning strategy.2. Analyze the strengths and weaknesses of the strategy.3. Structure the transition from strategy to implementation.4. Evaluate the strengths and weaknesses of online promotional strategies that adhere to a specific brand image and position.5.
What should John Wilson do? Prepare a specific action plan and justify your suggestions.John Wilson has recently taken over the family business, Wilson’s Family Restaurant, from his father, Mark. Sales have been slowly declining, and he has just heard that a national chain, Swiss Chalet, was
How should WNA determine its promotion budget?Wilderness Newfoundland Adventures (WNA), a family owned adventure tourism business in Newfoundland, is planning its marketing and promotion strategy for the 1999 season. In the past year it has spent nearly 29% of its income on promotions, with some
1. What challenges do seasonal rural businesses face? What are the challenges of marketing with limited human and financial resources faced by the Road to the Beaches Association and its members?2. The Road to the Beaches region has underdeveloped tourism potential. What role does the Road to the
1. What is the core problem and issue(s) facing SPARK Marketing?2. Evaluate the situation facing SPARK by evaluating the internal and external environments.3. Based on your evaluation of the company, what do you consider to be SPARK’s main competitive advantage(s)?4. Evaluate the alternatives
1. How can the Kingston Frontenacs increase ticket revenues.2. What role should variable ticket prices play in Jeff’s strategy to increase ticket sales revenue?3. What role should increasing fan support play in Jeff’s strategy to increase ticket sales revenue?4. What should Jeff do?Jeff
1. Discuss the role of overseas distributors and the value they contribute.2. What benefits can be realized using overseas distributors compared to other methods?3. What is meant by “commitment to international marketing”?4. What is meant by “lip service to marketing”?5. What should be done
1. What is a franchise? What role does franchising play in a distribution channel?2. Why would the owners of MetroPaint consider franchising the business?3. Why would a franchisee want to own a MetroPaint franchise?4. What is required to make MetroPaint a franchise a success?5. If you were Mary
Prepare a marketing plan for the introduction of Heat-eze.
Should Heat-eze be targeted at the consumer or the institutional market, or both?
1. In your opinion, should Food Network try to attain prestige objectives through pricing? Why or why not? 2. How would you classify the market structure for Food Network’s offerings (both content and tangible goods)? Explain. 3. How might Food Network and Kohl’s use product-line
1. How does BoltBus use a combination of penetration pricing and everyday low pricing (EDLP) to achieve its objectives? 2. BoltBus is well-known for its $1 ticket sales promotion. Though it has been successful thus far, could it ever backfire? If so, how?
Prepare a break-even analysis for Tool n’ Rules.
1. What do you think would happen to retail prices if the United States withdrew the penny from circulation? Why?2. Some observers suggest eliminating the nickel as well, since each one costs more than 11 cents to make and distribute. Do you agree, and why or why not? What would be the
When Chinese automakers recently began exporting cars, rather than focusing on developed nations in the West, they are shipping autos to emerging markets in countries such as Algeria, Russia, Chile, and South Africa. In these markets, even used vehicles from multinational manufacturers are
1. Ski Butternut avoids pricing to meet the competition. Instead, it focuses on the value that it creates for customers. In your opinion, why is this a successful strategy? 2. What factors might determine demand elasticity for Ski Butternut’s offerings?
Assess Healthy Brush, Dennis Gaines’s first product.
1. Critics say event promoters are to blame for the high number of unsold tickets, because they have continued to raise ticket prices to compensate for unsold seats until they rise out of range for most audiences. Yet promoters feel discounts damage their brands. Can you suggest possible
Given his experience in his past business, should he also manufacture the boards or should he simply distribute boards made by other firms?
1. If you were a Food Network marketer, how would you state the network’s overall marketing message? 2. Describe the types of advertising appeals that you think would be most effective with Food Network viewers. 3. In what ways do Food Network and its advertisers benefit from
1. Describe how Hubway can use relationship selling to build partnerships with retailers and corporations. 2. How might Hubway create sales promotions using specialty advertising?
Should he re-open his new retail business under the same brand name or should he create a totally new brand? His focus has changed (retailing vs. manufacturing). Years ago, Davis had built a “cult-like” reputation under the name Hot Shot Boards, but perhaps that reputation has since been
1. Explore the Internet to find out the extent of Djokovic’s online presence. How do you think he might improve it to promote himself?2. What else can Djokovic and his marketing team do to increase his name recognition in the United States?
What are the implications of a decision to conduct additional marketing research as proposed by the Browning Group?
Which of the four sales channels is each of the following salespeople most likely to use? a. Salesperson in a Macy’s store b. RE/MAX real estate agentc. Route driver for Keebler snack foods (sells and delivers to local food retailers)d. Technical support for HP
What are the implications of a decision to postpone making the entry decision?
1. Describe how the Pepe’s pizza giveaway promotion relates to each step in the AIDA concept. 2. How might Pepe’s use guerilla marketing to promote its brand among college students?
What are the implications of a decision to enter the U.S. market now?
Analyze the market for Dillon products in Pennsylvania and New York.
How would you evaluate the Browning Group’s marketing research?
1. Stan Richards believes that “the way you treat your people is exactly how they treat clients.” Do you agree or disagree? Explain your reasoning.2. Evaluate Richards’ belief that creativity requires hard work. Do you think this is true? Does it apply only to marketing and advertising? Why
Do you consider the use of pop-up ads to be unethical? Why or why not?
Do you think that because they are unsolicited, pop-up ads are also intrusive? Are they an invasion of privacy? Explain your reasoning.
What is your assessment of Dillon Controls, Ltd.?
Prepare a price and promotion strategy for Academic-Zone.
Explain why the following firms might choose a dual distribution strategy:a. Netflixb. Home Shopping Networkc. Kohl’s
1. How would you describe Food Network’s product mix in terms of width, length, and depth? 2. Where would you place Food Network in the product life cycle? What steps could marketers take to extend its lifecycle? 3. What sets Food Network brand apart from those of other networks?
Choose and defend a target market strategy for Academic-Zone?

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Contemporary Canadian Marketing Cases 5th edition H.F. Herb MacKenzie - Solutions

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