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contemporary marketing case
Contemporary Marketing 13th Edition Louis E. Boone, David L. Kurtz - Solutions
=+3. What are the major categories of demographic segmentation?
=+2. What is demographic segmentation?
=+8 Summarize the types of positioning strategies, and explain the reasons for positioning and repositioning products.
=+7 Discuss four basic strategies for reaching target markets.
=+6 Identify the steps in the market segmentation process.
=+5 Describe product-related segmentation.
=+4 Explain the geographic, demographic, and psychographic approaches to segmenting consumer markets.
4. Whirlpool sells its products in many different countries. Which of the three alternative global pricing strategies presented in the chapter do you think would work best for the company? Why?
=+2. Which elements of the marketing mix have airlines emphasized in their battle to retain their business passengers? Do you think they have chosen the most effective strategies? Why or why not?
=+1. What are some of the strengths, weaknesses, opportunities, and threats that face the aircraft manufacturing industry, as represented by Bombardier and Embraer?
=+analysis or the BCG matrix, prepare a brief report discussing why the seller sold the product and why the buyer purchased it?
=+c. It is not uncommon for companies to sell individual products, or even complete product lines, to other companies. Using Google or another Internet search engine, identify a recent product sale. Using business portfolio
=+b. Philips is a large Dutch-based diversified company specializing in consumer electronics and products. Go to the firm’s U.S. Web site (http://www.philipsusa.com).Select five product lines, such as televisions and electric shavers. Classify each product in the BCG matrix. Justify your
=+a. Go to the Web site of 3M (http://www.mmm.com).Based on the information you find, divide 3M into its main strategic business units.
=+2. Marketing planning methods. Two marketing planning methods described in Chapter 2 were business portfolio analysis and the BCG matrix. Review the material and then perform the following exercises:
=+c. The recent decision by Eastman Kodak(http://www.kodak.com) to discontinue the manufacture and distribution of most film cameras
=+b. Wal-Mart Stores’ (http://www.walmartstores.com) international expansion plans
=+a. The decision by Airbus (http://www.airbus.com) to proceed with the launch of the A380, the world’s largest commercial airliner
=+1. Strategic versus tactical planning. Review the chapter material on the differences between strategic and tactical planning. Visit the company Web sites listed here and, by searching news and announcements, determine whether the decisions listed were the result of strategic planning,
=+2. Would you look for a job at another firm or remain loyal to the one you work for? Why?
=+1. Should you speak to your manager about your concerns or keep quiet? Why?
=+5. Suppose you were a marketer for a small firm trying to enter one of the dominant industries illustrating the rule of three.Which marketing strategy might you select and why?
=+4. Suppose you were a marketer for a luxury skin-care line.What factors in the marketing environment might affect your marketing strategy and why?
=+3. Describe a consumer product that you think is particularly vulnerable to substitution. If you were a marketer for that product, what steps might you take to defend your product’s position?
=+2. What are the potential benefits and drawbacks if a firm strays from its core competencies?
=+1. Why is it important from a marketing standpoint for an organization to define its goals and objectives?
=+10. Go back to the firm you selected in question 5 (or choose a different firm). Further research the company’s products so you can create a hypothetical BCG matrix for some of the company’s products. Which products are the stars? Which are the cash cows and question marks? Are there any dogs?
=+9. Team up with one or more classmates to research companies on the Web, looking for firms that have created successful SBUs such as L. L. Bean’s outdoor and fitness department that is aimed at women. Then create an advertisement for one of those SBUs.
=+8. Suppose you are a marketer for a large U.S. toy manufacturer. Top executives at the company have determined that growth overseas is an essential objective, and they want you to look at the Indian market’s potential in the next five years.Write a memo to your manager explaining how you think
=+7. On your own or with a classmate, research a firm that has been around for a long time, such as Ford, General Electric, or DuPont. Use your research to determine the ways that technology has changed the marketing environment for your firm. Present your findings in class.
=+6. With a classmate, choose a company whose products you have purchased in the past. Create two ads for one of the company’s products (or product lines). One ad should focus on the product itself—its features, packaging, or brand name. The second ad should focus on pricing. Present your ads
=+5. Use your library or an Internet search engine to collect information on one of the following companies (or select one of your own). Identify the firm’s target market(s). Note that a large company might have more than one target market. Write a brief proposal for a marketing strategy to
=+4. ABC has made some of its TV shows (such as Lost and Desperate Housewives) available for download to iPods and to PCs. Discuss how this strategy demonstrates a strategic window for the company.
=+3. Create a SWOT analysis for yourself, listing your own personal strengths, weaknesses, opportunities, and threats.
=+2. Once you have formulated the mission statement for your firm, identify at least five objectives.
=+1. Choose a company whose goods and services are familiar to you. With at least one other classmate, formulate a mission statement for that company.
=+12. Describe the characteristics of each of the four quadrants in the BCG matrix.
=+11. What is another name for SBUs?
=+10. Identify a major way in which technology has changed the marketing environment in the last five years.
=+9. Give an example of each of the four strategies in the marketing mix.
=+8. Why is identifying a target market so important to a company?
=+7. When using the strategic window, what three factors must marketers analyze?
=+6. Cite examples of firms that have succeeded with first and second mover strategies.
=+5. Over which of Porter’s Five Forces do consumers have the greatest influence?
=+4. Define marketing strategy.
=+3. What is the difference between a firm’s mission and its objectives?
=+2. Summarize in one or two sentences a strategic plan that a top manager in a business unit might be involved with. Now state in a sentence or two a tactical plan that a middle-level manager might focus on.
=+1. State whether each of the following illustrates strategic or tactical planning:a. Wal-Mart decides to enter the Japanese market.b. A local bakery decides to add coffee to its list of offerings.
=+2. How does technology influence the marketing environment?
=+What is a strategic window?
=+3. What are the four components of the SWOT analysis?
=+1. How do marketing plans differ at different levels of the organization?
=+ 4. Whirlpool sells its products in many different countries. Which of the three alternative global pricing strategies presented in the chapter do you think would work best for the company? Why?
=+ 3. Do you think consumers would have different price limits across the three Whirlpool brands? Explain your answer.
=+ 2. Describe how Whirlpool uses the product lines in its three brands to promote a positive relationship between price and quality.
=+ Is this an effective marketing strategy?Why or why not?
=+ 1. What types of reductions from list price does Whirlpool use?
=+ 4. What challenges might Washburn face as it markets its products overseas?
=+ 3. Would cost-plus pricing be appropriate for the Maya series? Why or why not?
=+ 2. Why does Kevin Lello say that the demand for good guitars is relatively inelastic?
=+ 1. What are the pricing objectives for the Maya series of guitars?
=+ What types of sales promotions might a Harley-Davidson dealer use during an open house to encourage consumers to purchase a motorcycle?
=+ 4. How has Harley-Davidson used promotion techniques in its past?
=+ How does the firm use this technique to its best advantage?
=+ 3. Why is demonstration an important part of the selling process at Harley-Davidson?
=+ 2. Which personal selling approach do Harley-Davidson dealers use? Give an example of how the approach is used.
=+ 1. Describe the role of a salesperson at a HarleyDavidson dealership.
=+ 4. What role do the “BP on the Street” advertisements play in BP’s public relations efforts?
=+ 3. What kind of appeal do you think would be most effective for the “BP on the Street” advertisements?Why?
=+ 2. Would celebrity advertising be as effective for “BP on the Street” as the use of average citizens? Why or why not? If BP decided to use include a celebrity spokesperson in its campaign, whom would you suggest and why?
=+1. What are the objectives of the “BP on the Street”advertising campaign? How would you categorize the campaign?
=+4. Why is the food and beverage sales program playing a significant role in the success of the marketing and sales strategy?
=+3. Why is it important to increase the number of pre-sold tickets and how does the marketing strategy address this target?
=+2. Why does the marketing strategy intend to raise the direct sales mix to 75% of the total?
=+1. In what ways is the Toledo Mud Hens marketing campaign “receiver-focused?”
=+4. In what ways does BP Connect represent scrambled merchandising? How does this strategy boost sales?
=+3. Using the five different categories discussed in the chapter, how would you classify BP Connect stores as retailers?
=+2. How do the elements of the marketing mix apply to BP’s retailing strategy (see Figure 14.1)?
=+1. Describe the target market for BP Connect and Wild Bean Café stores.
=+4. Suppose American Apparel decided to move its manufacturing operations to Mexico. How would this move affect its physical distribution system?
=+3. Although most of American Apparel’s processes take place at one facility, what outside components of the supply chain does the firm still have to manage?
=+2. In what ways does American Apparel gain an advantage over its competition by being vertically integrated?
=+1. Which types of marketing channels does American Apparel use? What are the benefits of each to the company?
=+4. Describe a new product that JPMorgan Chase might choose to introduce as part of its rebranding effort.Why do you think it would succeed?
=+3. Do you think the JPMorgan Chase octagon will become as recognizable as the Nike swoosh or the McDonald’s “golden arches”? Do you think the firm’s brand name will have equal success? Why or why not?
=+2. Using the four dimensions of brand personality on the Brand Asset Valuator, describe the JPMorgan Chase brand.
=+1. Describe the brand equity that JPMorgan Chase already has.
=+4. At what stage would you place the organic foods category in the product life cycle? Based on this answer, describe the approach you think Wild Oats should take toward marketing its Wild Oats Organic line.
=+3. Large firms such as Johnson & Johnson and General Mills have product mixes with a huge assortment of product lines and individual offerings. Visit the Wild Oats Web site at http://www.wildoats.com and sketch out the firm’s product mix, showing its width, length, and depth. You don’t need
=+2. What are the benefits to Wild Oats of creating three private-label product lines?
=+1. How would you classify most of the consumer goods that are sold by Wild Oats? How does this affect the way they are marketed?
=+4. What does The Little Guys do in order to understand customer needs? What more, if anything, do you think it could do?
=+3. At which level or levels of the relationship marketing continuum shown in Table 10.1 are The Little Guys’customers? Explain your answer.
=+2. “The single best thing about our store is the people who work here,” says The Little Guys Web site. Why can the company make this claim, and how does it reflect the firm’s customer relationships?
=+1. How well has The Little Guys achieved each of the four basic elements of long-term customer relationships? Explain your answer.
=+4. Are there any demographic groups that could be Harley-Davidson customers but are not? If so, how can segmentation help the company’s marketers reach them?
=+3. How well do you think Harley-Davidson applies psychographics to its marketing activities? Give examples.
=+2. Which targeting strategies do you think HarleyDavidson is currently using? Which do you think it should be using? Explain.
=+1. Does Harley-Davidson’s target market meet the criteria for effective segmentation? Explain your answer.
=+Are there any privacy questions at issue in these new methods? How would a marketing research company deal with them?
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