Contemporary Marketing 13th Edition Louis E. Boone, David L. Kurtz - Solutions

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What forms of interviewing are used in market research?
Are there any corresponding issues associated with marketing to men?
Have there been changes over time, in marketing to women ?
When is advertising sexist ?
What ethical issues arise there for marketers with regard to pes t er power?
How does pester power combine with other influences within the family d ecision making unit?
What is 'pester power' and how important is it for marketers?
In tactical terms, how might the over 50s be targeted?
How can marketers target the over 50s?
Should marketers bother with the over 50s?
What are the implications of the merging of profiling databases and what effect on profiling techniques might transactional data have ?
Are 1990s lifestyle databases developed in the same way as lifestyle research ofthe 1970s and 1980s?
To what extent does lifestyle data provide what demographics do not?
Are the approaches discussed in the about article tricks or 'tech·niques'' dangerous 'manipulation' or legitimate marketing 1
What is a subliminal message and what is your assessment of the use of this approach in marketing?
Discuss how peripheral cues such as light, colour, smell and sound might influence customers in a retail envrronment.
What is your reaction to the lill directive on data protection?
What are some of the current issues with regard to legislation on marketing databases?
What are the legal implications of databases?
Why has the issue of data protection become so topical?
Misconceptions about the nature of behaviour modification or applied behaviour analysis rest on two major questions concerning the nature of the behavioural approach in general and its application in marketing in particular:(a) Are behavioural approaches manipulative and unethical?(b) Do
Discuss some key ethical issues in marketing and give examples related to the marketing mix.
Comment on the increasingly important role of the consumerist movement.
What is the role of the marketing mix within the marketing concept and is marketing on the brink of some quantum leap?
What is the role of market information within the marketing concept?
What is market orientation and is it at the heart of the marketing concept?
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?
=+4. How does The Second City vary its product to account for varying locations?
=+3. Explain the short and long-term aspects of Second City’s relationship with its customer.
=+2. How do you think the Second City chooses where to put its theaters?
=+1. What is Second City’s target market? What decisions has it made based on this knowledge?
=+Q: We hear a lot about the importance of quality in providing services these days.How does RDI set quality standards, train employees, monitor their performance, and motivate them to perform their best for your clients?
=+Q: Your firm depends on solid relationships with such major clients as General Electric, Integrity Pharmaceuticals, and Sara Lee Corp. How do you develop and help strengthen those relationships?
=+Q: You are the Director of Strategic Initiatives at RDI. Tell us a bit about what your job involves. What is a typical day like for you?
=+Q: Providing service and expertise to help Fortune 500 companies in their marketing efforts is a high-profile position. What is your educational background, and what experiences helped you work your way up the career ladder?
=+2. iTunes now carries music videos and short films for downloading, as well as hit TV shows including 24, Prison Break, and SpongeBob SquarePants. What type of marketing strategy is behind these additions to the iTunes library?1===+ How successful do you think it will be?
=+1. Apple has said that if the French legislation passes, it will consider giving up the French share of its business by pulling iTunes from the French market. Could such a strategy succeed? Do you think it would be wise from a marketing standpoint? Why or why not?
=+c. Shop for the makes and models of cameras you identified using one of the major shopping bots. Comment on your experience.
=+b. Visit at least three retailers that sell the makes and models you identified, including at least one that doesn’t have retail stores. Which site did you like the best? Which site did you like the least? Did you identify any advantages to shopping at an online retailer that also has
=+a. Go to CNet.com (http://www.cnet.com) and research digital cameras. Decide what features you would like and generally how much you’d like to spend. Narrow your list to three or four specific makes and models.
=+2. Online shopping. Assume that you’re in the market for a digital camera. Complete the following exercises.
=+c. How much country-by-country variation is there in online activities? In other words, are citizens in some countries more or less likely to shop online?
=+b. Which countries have the highest percentage of broadband users? What other trends in broadband adoption and usage are evident?
=+a. Which countries have experienced the fastest growth in regular Internet users over the past year?
=+1. Trends in Web usage worldwide. One source of statistics on the Web is ClickZ Network (http://www.clickz.com). Go to the statistics section of the ClickZ Web site and read the most recent report on international Web traffic.
=+3. From strictly an economic perspective, is the company’s existing policy adequate and appropriate?
=+2. How would you change the privacy policy to reflect your ethical concerns?
=+What ethical issues does your company’s policy raise?
=+1. Is this policy, in your opinion, appropriate and adequate?
=+5. One factor that appears to be impeding the growth in online sales is consumers’ fear of receiving unsolicited e-mail after a purchase is made. Given that fear, should companies continue to use e-mail to communicate with customers? If so, how?
=+4. Visa offers a service called Verified by Visa. The purpose is to reduce Internet-related fraud (MasterCard and American Express have similar services). Research “Verified by Visa”and prepare a report summarizing the program and how it protects both buyers and sellers.
=+3. Assume that you work for a U.S. company that markets its products throughout the world. Its current online presence outside the United States is limited. Outline some steps the company should take to expand its online presence internationally.
=+2. Some marketers argue that search marketing is a more effective means of using the Web to advertise than traditional pop-up or banner ads. Research the concept of search marketing. What are some of the benefits of using search marketing?
=+What are some of the strategic implications of these shifts to online marketers?
=+1. How are the profiles of online buyers and sellers changing?
=+d. In the opinion of the company, what are the advantages and disadvantages of going online?
=+c. How often does the company make changes to the site?
=+b. Did the company develop the site in-house or did it outsource the task?
=+a. How was the Web site developed?
=+6. Identify a local company that has an extensive online presence. Arrange to interview the person in charge of the company’s Web site. Ask him or her the following questions:
=+5. Working with a partner, identify and visit ten different e-business Web sites. These can be either B2C or B2B sites. Which of these sites, in your opinion, have the highest and lowest conversion rates? Explain your choices and suggest some ways in which the conversion rates of all ten sites
=+4. Working with a small group, assume that your group designs e-business Web sites. Identify a local company that operates with little or no online presence. Outline a proposal that explains the benefits to the firm of either going online or significantly expanding its online presence. Sketch
=+3. How can marketers use the concept of community to add value to their products? Give a real-world example of each of the types of communities discussed in the chapter.
=+2. Assume that your team is assigned to develop the Web site for a large online clothing retailer that also has traditional retail stores. Research the characteristics of Web users and online shoppers. What features would you want to incorporate into your Web site?
=+1. In small teams, research the benefits of purchasing the following products online:a. notebook computersb. hotel rooms in Orlandoc. women’s business weard. auto insurance
=+10. Describe the issues that go into planning and preparing a Web site. How does the purpose of the Web site affect its planning and preparation?
=+9. Discuss how companies can use blogs.
=+7. Describe some of the privacy concerns of online shoppers.
=+5. What is an electronic exchange? Why have they proven less successful than many people originally projected?
=+3. Describe the type and purpose of information found on a corporate Web site.
=+2. Explain how a Web presence can improve the performance of traditional brick-and-mortar operations.
=+3. Explain the difference between click-through rate and conversion rate.
=+3. Explain the difference between a banner ad, a pop-up ad, and search marketing.
=+1. What are online communities? Explain how online communities can help companies market their products and improve customer service.
=+3. Explain how e-marketing can create channel conflicts.
=+2. Describe phishing.
=+2. List the fastest-growing products sold online.
=+2. Visit the Web site for Urban Outfitters (http://www.urbanoutfitters.com). Is it a corporate Web site or a marketing Web site?
=+2. Explain the difference between e-business and e-marketing.
=+1. Define e-business.
=+8 Outline the steps involved in developing successful e-business Web sites and identify methods for measuring Web site effectiveness.
=+7 Discuss how marketers use the communication function of the Web as part of their online marketing strategies.
=+6 Describe some of the challenges associated with online marketing and e-business.
=+5 Identify online buyers and sellers.
=+4 Explain business-toconsumer (B2C) e-marketing.
=+3 List the major forms of B2B e-marketing.
=+2 Distinguish between a corporate Web site and a marketing Web site.
=+Define e-business and discuss how marketers use the Internet to achieve business success.
=+4. How is The Second City vulnerable in using its celebrity alumni as a major marketing tool?
=+3. What market segment do you think The Second City has neglected to target?
=+2. How does the Second City approach its market segmentations?
=+What first impression did this create?
=+1. Where and when did you first hear of The Second City?
=+ What work experiences or internships should they seek out to advance?
=+Q: What words of wisdom can you pass along to students who are preparing for their marketing careers?
=+Do your research methods vary from segment to segment?
=+Q: Do you provide information on specific market segments—based on age, gender, ethnicity, geographic location, or income levels—to your clients? Are they interested in certain target markets?
=+ How do clients use this data and in what form?
=+Q: You must amass a huge amount of data in your research. Does your business unit collect all of that information, or do you partner with other marketing research firms?
=+Do you tap other secondary data sources such as U.S. Census Bureau data?

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Contemporary Marketing 13th Edition Louis E. Boone, David L. Kurtz - Solutions

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