New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
contemporary marketing case
Contemporary Marketing 13th Edition Louis E. Boone, David L. Kurtz - Solutions
=+ Do you observe shopper behavior, conduct focus groups, use telephone or fax questionnaires, collect data electronically, convene consumer panels, do mall intercept surveys—something else?
=+Q: How does ACNielsen Homescan & Spectra get the information it needs to help its clients?
=+ Where are your clients located—in the U.S. or around the globe?
=+Q: What types of problems do your clients typically need to solve, and how does ACNielsen help them? For instance, are they interested in setting strategic marketing plans, developing new products, or devising new advertising campaigns?
=+How does your job contribute to ACNielsen’s overall goals?
=+What other team members assist you and what are their roles?
=+Q: You head up the product management effort at ACNielsen Homescan & Spectra.What does your position involve?
=+Q: Tell us a bit about your background and the beginnings of your marketing career.How has your career developed through the years?
=+3. Do you think passengers will consider amenities that they pay for to fall under the category of “customer service”? Why or why not? How might their perception affect the airlines’ customer service efforts and track record?
=+2. What advantage do good customer relationships have for airlines on the brink of bankruptcy? Are they worth the cost and effort?
=+1. Do you think airlines have improved customer service efforts? Why or why not?
=+a. Swiffer (http://www.swiffer.com)b. Snapple (http://www.snapple.com)c. Armor All (http://www.armorall.com)
=+2. Relationship marketing. Review the material on relationship marketing in the chapter and then visit the three Web sites that follow. Identify five ways in which the brand’s marketers have applied the principles of relationship marketing.
=+a. Barnes & Noble (http://www.bn.com)b. L. L. Bean (http://www.llbean.com)c. Amazon.com (http://www.amazon.com)
=+1. Loyalty marketing programs. Airlines, hotel chains, and rental car companies were among the first to introduce loyalty marketing programs designed to reward frequent customers. Customer loyalty programs have since expanded to a wide variety of other organizations. Visit the following Web
=+3. What steps do you think your employer could take to turn the situation around?
=+2. Would you ask the employee why he or she is turning customers away?
=+1. Would you approach the employee to discuss the problem?
=+5. Why is it important for a company to calculate the lifetime value of a customer?
=+4. Explain why a large firm such as General Mills might use national account selling to strengthen its relationship with a chain of supermarkets in the Midwest.
=+3. What steps might a clothing store take to win back its lost customers?
=+1. Suppose you were asked to be a marketing consultant for a restaurant that specializes in a regional cuisine, such as TexMex, Cuban specialties, or New England clambake. The owner is concerned about employee satisfaction. When you visit the restaurant, what clues would you look for to
=+7. With a teammate, interview a local business owner to find out what methods he or she uses to evaluate customer relationships. You might discover that the businessperson uses very systematic techniques or perhaps just talks to customers.Either way, you will learn something valuable. Discuss
=+6. Choose a company that makes great stuff—something you really like, whether it is designer handbags, electronics, the tastiest ice cream flavors, or the best jeans. Now come up with a partner for your firm that you think would make a terrific strategic alliance. Write a plan for your
=+5. Suppose you and a classmate were hired by a local independent bookstore to help its owner win back customers lost to a large chain. Design a plan to win back the store’s lost customers and rebuild those relationships. Present your plan in class.
=+4. 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 help the enterprise’s competitive position. Argue your position in class.
=+3. 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 relationship marketing programs. How can it use a more general database to identify potential customers
=+2. With a teammate, select a business with which you are familiar and design a frequency marketing program for the firm.Now design a grassroots, viral marketing, or buzz marketing campaign for the company you selected. Present your campaign to the class.
=+a. amusement or theme parkb. health spac. manufacturer of surfboards or snowmobilesd. manufacturer of cell phones
=+1. With a teammate, choose one of the following companies.Create a plan to attract customers at the first level of the relationship marketing continuum—price—and move them to the next level with social interactions. Present your plan to the class.
=+12. Explain how a firm goes about evaluating the lifetime value of a customer.
=+11. What is the most important factor in a strategic alliance?
=+10. Why is it important for a firm to manage the relationships along its supply chain?
=+9. Give an example of cobranding and comarketing.
=+8. Describe each of the four types of business partnerships.
=+7. Explain how marketers can turn customers into advocates.
=+6. Describe at least four qualities of a successful CRM system.
=+5. Distinguish among grassroots marketing, viral marketing, and buzz marketing.
=+4. What is an application service provider (ASP)? How does it work?
=+2. What types of factors might the firm monitor in its relationships?
=+1. Describe the benefits of relationship marketing. How does database technology help firms build relationships with customers?
=+2. Why are customer complaints valuable to evaluating customer relationship programs?
=+2. Distinguish cobranding and comarketing.
=+2. Organizations need to spend more resources to secure valuable customer data. If they can’t, the government should regulate how much data can be gathered and the uses companies can make of it.
=+1. Companies are collecting more data than they have the resources to protect. They need to take a hard look at what data they actually need and develop policies to limit data collection.
=+2. Companies realize the importance of their databases, but there is little a company can do against a determined thief
=+1. Marketers are doing the best they can. There is no uniform federal privacy law to guide companies about how to protect data.
=+2. Identify two ways that marketers may obtain customer feedback.
=+8 Identify and evaluate the most common measurement and evaluation techniques within a relationship marketing program.
=+7 Describe how business-tobusiness marketing incorporates national account selling, electronic data interchange and Web services, vendormanaged inventories (VMI), CPFaR, managing the supply chain, and creating alliances.
=+6 Describe the buyer–seller relationship in business-tobusiness marketing and identify the four types of business partnerships.
=+5 Explain customer relationship management (CRM) and the role of technology in building customer relationships.
=+4 Explain how firms can enhance customer satisfaction and how they build buyer–seller relationships.
=+3. Create a slogan for Golden Boy Enterprises that you think reflects the right positioning for its goods and services.
=+2. What type of strategy would likely be best for reaching De La Hoya’s target market? Why?
=+1. Golden Boy Enterprises segments by geographic region and ethnic group. Can you think of other ways in which De La Hoya’s firm might segment its market?
=+ How is this distribution expected to change over the next decade?
=+c. What is the current distribution of the U.S. population by age and sex?
=+b. Which minority groups are expected to grow the fastest over the next few years? Where is most of this growth expected to be concentrated?
=+a. Which age groups are expected to grow the fastest(slowest) over the next few years? Which states are expected to grow the fastest (slowest) over the next few years?
=+Web site (http://www.census.gov) and click on People &Households and then Estimates. Use the data to answer the following questions.
=+2. Demographic and geographic segmentation. As discussed in the chapter, the U.S. Census Bureau is an important source of data used by marketers when making demographic and geographic segmentation decisions. Visit the Census Bureau’s
=+c. Harley-Davidson (http://www.harley-davidson.com)
=+b. ConAgra Foods (http://www.conagrafoods.com)
=+a. John Deere (http://www.deere.com)
=+ Does the company use more than one method of product segmentation? Why or why not?
=+1. How companies segment their markets. Visit the following companies’ Web sites. How does each company segment its markets (such as geographic, product-related, demographic, or brand loyalty)?
=+3. Should marketers be concerned about offending one market segment when trying to reach another? Why or why not?
=+2. Do you think these ads will be successful in the long run?Why or why not?
=+1. What are some of the pitfalls of this kind of segmentation?
=+4. Think of a product that reminds you of your childhood—a particular candy, a toy or game, a television show or movie, or a brand of clothing. Describe how you would reposition that product for today’s marketplace. Would you try to appeal to children or a different market segment?
=+3. How do you think the Internet has affected differentiated marketing techniques?
=+2. 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 parksb. Sony Cyber-shot camerac. Stouffer’s Lean Cuisined. Porsche Boxster
=+1. Create a profile of yourself as part of a market segment.Include such factors as where you live, your age and gender, and psychographic characteristics.
=+6. Now discuss how you might reposition your product—and why. Create an ad illustrating your product’s new positioning strategy
=+d. Starwood Hotelse. Roots clothingf. Porsche automobiles
=+5. On your own or with a classmate, select one of the following products. Visit the firm’s Web site to see how the product is positioned. Present your findings to the class, detailing how—and why—the product is positioned the way it is.a. Slim-Fast bars and shakesb. Tyson chicken nuggetsc.
=+4. With a partner, identify a product that you are familiar with that is either niche marketed or micromarketed. How might the firm’s marketers widen the audience for the product? Present your ideas and discuss them in class.
=+3. Find an advertisement that uses product-related segmentation as part of its strategy for reaching consumers. Present the ad to the class, identifying specific aspects of the ad, such as segmenting by benefits sought, segmenting by usage rates, or segmenting by brand loyalty.
=+2. Choose your favorite activity—it may be a sport, an artistic pursuit, a volunteer opportunity, or something similar. Then identify the best basis for segmenting the market for this activity. Next, identify your target market. Finally, write a brief plan outlining your strategy for reaching
=+1. On your own or with a partner, choose a consumer product that you think could serve a business market. Create an advertisement that shows how the product can serve businesses.
=+10. Under what circumstances might marketers decide to reposition a product?
=+9. Describe a situation in which you think micromarketing would be especially successful.
=+8. Choose another branded product. Create a relevant profile for the marketing segment that product serves.
=+7. Identify a branded product to which you are loyal, and explain why you are loyal to the product. What factors might cause your loyalty to change?
=+6. Identify and describe the six psychographic segments that exist in all 35 nations studied by JapanVALS researchers.
=+5. Describe the three changes that will take place as a household income increases, according to Engel. Do Engel’s laws still hold true?
=+ Why is it important for marketers to understand these and other ethnic/racial groups?
=+4. What are the two largest racial/ethnic minority groups in the United States?
=+What event—or events—do you consider significant enough to have influenced and bound together your generation?
=+3. What is the cohort effect?
=+2. What are core regions? Why do marketers try to identify these regions?
=+1. What is the difference between a market and a target market?
=+2. What is the role of positioning in a marketing strategy?
=+1. What are the four determinants of a market-specific strategy?
=+2. What are the benefits of concentrated marketing?
=+1. Explain the difference between undifferentiated and differentiated marketing strategies.
=+2. Why is forecasting important to market segmentation?
=+5. Name the eight psychographic categories of the U.S.VALS.
=+4. What is psychographic segmentation?
Showing 400 - 500
of 2719
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Last
Step by Step Answers
Get 50% OFF
Claim Now
