Questions and Answers of Contemporary Marketing Case

Both types of customers benefit from Grainger’s mobile apps, which includes a new app for the iPad. The new app provides real-time product availability, detailed product pages to provide customers
Imagine you and a classmate are marketers for one of the following companies: Trader Joe’s, Ace Hardware, or Menard’s. Choose one of the following markets into which your company could expand:
Assume you are a marketer for Weight Watchers International, a global company that operates in more than 20 countries. With a classmate, identify a country that Weight Watchers has not yet reached
The 2016 Summer Olympics take place in Rio de Janeiro, Brazil. By yourself or with a classmate, identify a company that might benefit from promoting its goods or services at the Rio Olympics. In a
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
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
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
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
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
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.
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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.
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
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
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
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.
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
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
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
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
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
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.
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
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
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
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
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
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.
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
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
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
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
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
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
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
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
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
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
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
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
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.
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
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.
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,
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
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
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
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
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
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
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,
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
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
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
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
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
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
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
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
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.?

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