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
=+b. Read the summary in the Occupational Outlook Handbook (http://www.bls.gov/oco/ocos086.htm) for publicrelations specialists. What is the nature of the work?Who employs public-relations specialists? How much do they earn?
=+a. Visit http://aboutpublicrelations.net/toolkit.htm. Prepare a brief report on how to use photos and graphics for public relations.
=+1. Public relations. Complete the following exercises to learn more about public relations and apply what you learned in the chapter.
=+2. Some fans and sportswriters were outraged at the proposal to market a movie by using the bases, even though the plan was quickly canceled. Do you think advertisers should “test the waters” first for certain types of ads? Why or why not? If yes, what sort of feedback mechanism would you
=+ If the alternative is to charge higher ticket prices, which is preferable in the short term? In the long term? Why?
=+1. Do you think marketing at sporting events and stadiums will become more aggressive if salaries for top players continue to climb?
=+Find out about advertiser participation in the schools in your area. Do you agree that it has a benefit? Why or why not? Interview a few high school students you know and find out what they think. Prepare a brief report about your findings.
=+4. Some marketers believe that marketing in schools—through advertisements on book covers, product placement in lesson plans, and ads in educational videos and other programs—is acceptable only if the ads are designed to help schools financially by giving them supplies they cannot afford or
=+What do you think advertisers’ criteria for fairness should be?Locate two or three comparative ads and compare the advertisers’ criteria to your own. Which set of guidelines is stricter, yours or the advertisers’? Use the ads to illustrate a presentation to your class.
=+3. Comparative advertising, in which marketers directly compare the advertised product with a competitor’s, is controversial. The advertising industry is self-regulating on this issue, and disputes between companies regarding incorrect or misleading comparative ads are likely to result in
=+2. One writer says that children exposed to puffery in ads grow into teens who are healthily skeptical of advertising claims.Find several print ads aimed at children, and identify what you think might be puffery in these ads. Select one ad that you think children would be influenced by, and
=+1. Design a print ad, with rough-draft copy and an image (or a description of an image), for an electronics store you visit frequently. Be sure to include the elements of a typical ad and identify the appeal you chose.
=+ If it was bad publicity, where did you find out about it and how did the firm try to control or eliminate the situation?
=+10. Think back to any good or bad publicity you have heard about a company or its products recently. If it was good publicity, how was it generated and what media were used?
=+9. List as many advertisements as you can that you remember seeing, reading, or hearing in the last week. Narrow your list down to five or six ads you can recall with some detail and accuracy. What was memorable about each of these ads?
=+8. Research suggests that advertising appeals based on sex are successful only when they are appropriate to the type of product being advertised. With a classmate, discuss whether each of you agrees or disagrees with this observation. Prepare to present your reasoning to the class.
=+6. Which kind of appeal do you think would be most effective in advertising each of the following? Why?a. whitening toothpasteb. wireless Internet accessc. diamond jewelryd. antilitter campaigne. anticavity toothpastef. discount shoe store
=+ Do you like to view these ads, or do you find them intrusive? Which are most appealing? Which are least?
=+4. Access the Internet and surf around to some sites that interest you. How many banner ads or pop-ups do you see?
=+3. With a classmate, find an example of cross-promotion. If possible, bring it to class to discuss its effectiveness. Then create your own plan for cross-promoting two products that you think would be good candidates for cross-promotion.
=+2. Choose a magazine that interests you and analyze the advertisements in one issue. Describe who you think the magazine’s readers are by reviewing the ads.
=+Describe why you think each is effective or ineffective. Bring at least two of the ads to class to discuss with classmates.
=+1. With a classmate, review a number of advertising messages across several media and identify two effective messages and two you think are ineffective.
=+10. Identify the major ethical issues affecting advertising, sales promotion, and public relations.
=+Describe how you think a chain of golf resorts could use interactive advertising effectively.
=+6. How is advertising through interactive media different from advertising in traditional media?
=+5. Identify and describe the different advertising media. Give an example of one type of product that could best be advertised in each.
=+4. What are the advantages and disadvantages of the types of emotional appeals in advertising?
=+3. What variables might marketers consider in creating an advertising message for a firm that offers financial services, including retirement accounts, credit cards, and other investments?
=+2. Describe each of the four major advertising strategies.
=+3. What are the advantages of cross-promotion?
=+What about newspapers?
=+2. What are some advantages radio offers to advertisers?
=+2. When sex is irrelevant to the good or service, relying on sexual marketing is counterproductive. It can confuse the message.
=+what is acceptable in our culture.
=+1. Explicit or provocative ads are demeaning to both men and women and help lower the standards of
=+Should marketers use sex to sell products?
=+2. It attracts attention, so it is a legitimate means to sell products. In short, it works.
=+1. There is so much sexuality elsewhere in the culture today that marketers have to keep pushing the barriers just to get noticed.
=+2. Fast-food chains may face renewed challenges to their menu offerings as health concerns about obesity and other ills increase, and as alternatives such as Panera Bread and Baja Fresh continue to grow. Do you think pricing strategies can continue to protect the fast-food giants against these
=+1. Do you think value pricing and dollar pricing are effective strategies for increasing market share in the fastfood market even if they reduce the profit stores can earn on each meal? Why or why not?
=+c. You would like to rent a car in each of the following cities: Seattle; Charleston, South Carolina; and Cleveland. Visiting at least two car rental and travel Web sites, research car rental rates during different times of year, on different days of the week, and for different lengths of time.
=+How much variation did you find in rates for the same hotel?
=+b. Now, assume you want to stay in a hotel in a popular vacation area, such as Maui, Las Vegas, or Orlando.Visiting at least two hotel chains and travel Web sites, research hotel rates for varying lengths of stay, during different times of the year. Summarize your findings.
=+a. Assume you wish to fly round trip between the New York City area and Southern California. You are flexible in terms of day of travel, time of travel, and departure and arrival airports. Visit at least two airline Web sites along with a travel site such as Expedia (http://www.expedia.com) or
=+2. Yield management. Airlines, hotels, and rental car companies all practice yield management. Complete the following exercises. Relate your experience to the discussion of yield management found in the chapter.
=+c. Price discrimination. In the United States, hospitals and physicians often charge different patients different amounts depending on their insurance coverage. Using Google or another search engine, find two or three recent articles on the topic of the pricing of health care services. Why are
=+b. Price fixing. In most communities, all real estate agents charge sellers a 6 percent commission. Critics contend that this amounts to price fixing. Using a search engine such as Google, find several recent articles on real estate commissions and price fixing. Where do the National Association
=+a. Dumping. Many trade disputes involve a practice called dumping. Visit http://www.wto.org/english/tratop_e/adp_e/adp_e.htm to learn more about dumping including several recent dumping cases.
=+1. Legal and ethical issues in pricing. As noted in the chapter, numerous legal and ethical issues result from pricing. Review each of the following and prepare summaries you can bring to class to participate in a discussion on pricing.
=+2. The bank also has a program in which customers can sign up to cover bounced checks through an automatic savings account transfer. That service is less costly to the account holder, but it doesn’t generate as much revenue. A customer has just come to you to open a free checking account. Do
=+1. You know that the bank advertises its free checking account service widely in the local media. But the new fees are not advertised, and it bothers you. What course of action would you take?
=+4. Ajax Motor Company recently announced that it will rely less on high-volume strategies such as discounts and rebates to improve its profitability. Another strategy it will employ is to sell fewer cars to rental fleets, which eventually return the cars to Ajax for sale at low auction prices.
=+3. One writer advises consumers not to worry about rising gasoline prices, the cost of which can easily be covered by forgoing one takeout meal a month, but to worry about how high energy prices will affect the rest of the economy. For example, each dollar-a-barrel price increase is equivalent to
=+2. Musical artists earn only about 9 percent in royalties per CD, using a royalty base of retail price less 25 percent for packaging costs. The rest goes to the producer and to cover recording costs, promotion, copies given away to radio stations and reviewers, and other costs such as videos.
=+1. Prices at amusement parks are expected to rise because operators such as Disney and Universal Studios are adding new rides and coping with the rising cost of fuel; they are also copying each other’s prices. List as many things as you can think of that parks like these offer patrons in return
=+10. Some airline industry executives believe that lower, simpler fares for the major carriers will earn goodwill from customers and send a clear marketing message that they are ready to compete with low-cost rivals. But few big airlines are embracing a new pricing system, frequently opting to
=+Can you think of another plan that would be more profitable? Would it appeal to consumers?
=+9. How do cell phone companies make money by charging a flat rate per month for a set number of minutes, such as $35 for 300 minutes?
=+8. Public funding of national parks has been declining for many years. What would you expect to happen to entry and use fees in this case? Research fees at parks in your state or region to verify your answer and report to the class.
=+7. Why is it more expensive to buy beer and a hot dog at a Major League Baseball game than it is to buy them at local retail stores?
=+6. Research the price schedule at your local movie theater multiplex. What pricing strategy accounts for any price differentials you discover? Why don’t matinee prices constitute price discrimination against those who don’t qualify for the discounts?
=+c. Indicate the feasible price or prices if the $0.50 per-unit additional promotion proposal is not implemented but management insists on a $25,000 target return.
=+b. Cyber Novelties’ director of marketing also estimates that an additional $0.50 per-unit allocation for extra promotion will produce the following sales increases:60,000 units at an $8 unit selling price, 28,000 units at$10, 17,000 units at $15, 6,000 units at $20, and 3,500 units at $24.
=+a. Which of the proposed selling prices would generate a profit for Cyber Novelties?
=+5. The marketing research staff at Cleveland-based Cyber Novelties has developed the following sales estimates for a proposed new item the firm plans to market through direct mail sales:PROPOSED SELLING PRICE SALES ESTIMATE (UNITS)$8 55,000 10 22,000 15 14,000 20 5,000 24 2,800 The new product
=+b. The firm’s CEO has suggested a target profit return of$214,000 for the proposed product. How many units must be sold to both break even and achieve this target return?
=+a. What is the breakeven point in units for the proposed product?
=+4. WebTech Development of Nashville, Tennessee, is considering the possible introduction of a new product proposed by its research and development staff. The firm’s marketing director estimates that the product can be marketed at a price of $70. Total fixed cost is $278,000, and average
=+3. How are the following prices determined and what do they have in common?a. ticket to a local museumb. your college tuitionc. local sales tax rated. printing of business cardse. lawn mowers
=+2. In pairs, discuss the market situations that exist for the following products. Defend your answers and present them to the class.a. DVD playersb. golf clubsc. soybeansd. remote control car alarmse. razors
=+e. setting the highest prices in the product category to maintain favorable brand image
=+d. 25 percent return on investment (before taxes)
=+c. 5 percent increase in market share
=+b. prices no more than 6 percent higher than prices quoted by independent dealers
=+a. 5 percent increase in profits over the previous year
=+1. In small teams, categorize each of the following as a specific type of pricing objective. Suggest a company or product likely to use each pricing objective. Compare your findings.
=+9. Explain how the use of yield management can result in greater revenue than other pricing strategies.
=+8. Explain the advantage of modified breakeven analysis over the basic breakeven formula.
=+7. How can locating the breakeven point assist in price determination?
=+6. Explain the advantages and drawbacks of using incrementalcost pricing rather than full-cost pricing.
=+5. What are the practical problems in applying price theory concepts to actual pricing decisions?
=+4. Identify each factor influencing elasticity and give a specific example of how it affects the degree of elasticity in a good or service.
=+3. What are the major price implications of the PIMS studies?Suggest possible explanations for the relationships the PIMS studies reveal.
=+2. Give an example of each of the major categories of pricing objectives.
=+ Would your answer change if you were the owner of a small store?
=+1. Distinguish between fair-trade and unfair-trade laws. As a consumer, would you support either fair-trade or unfair-trade laws?
=+2. Explain the goal of yield management.
=+2. What adjustments to the basic breakeven calculation must be made to include target returns?
=+1. Give the formula for finding the breakeven point, in units and in dollars.
=+2. What is incremental-cost pricing?
=+1. What is full-cost pricing?
=+1. List the three reasons why it is difficult to put price theory into practice.
=+2. What is the usual relationship between elasticity and revenue?
=+1. What are the determinants of elasticity?
=+2. Ethanol dissolves in water, and current transportation and storage methods are not completely watertight. So new distribution systems would need to be built to handle ethanol. Also, corn is used in many food products and is exported to other countries, so increasing corn-based ethanol could
=+1. Ethanol production uses considerable amounts of energy. Experts estimate that ethanol produces about 20 to 40 percent more energy than it uses. But transporting the fuel to markets outside its Midwest production area consumes even more energy, making the fuel very costly in other areas of the
=+2. Ethanol burns clean, reducing pollution. Federal government mandates to increase the amount of biofuels mixed into gasoline until the year 2012 encourage research and development in efficient ethanol production. So producers already have a set minimum demand for their product. If gas prices
=+1. Ethanol is produced from a renewable resource:corn. Existing cars can run on a 10 percent ethanol mixture without any modifications. With minor engine modifications—some experts say about$100 of tinkering—cars could run on 85 percent ethanol power. And corn is domestically produced,
=+Is ethanol a viable replacement for petroleum in the market, or are producers overpromising its benefits?
Showing 700 - 800
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
