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contemporary marketing case
Contemporary Marketing 13th Edition Louis E. Boone, David L. Kurtz - Solutions
=+2. What are the two basic ways in which marketers determine prices?
=+1. What goals does pricing strategy help a not-for-profit organization achieve?
=+3. How do prestige objectives affect a seller’s pricing strategy?
=+2. What is value pricing?
=+1. What are target-return objectives?
=+7 Explain the use of yield management in pricing decisions.
=+6 List the chief advantages and shortcomings of using breakeven analysis in pricing decisions.
=+5 Explain the major cost-plus approaches to price setting.
=+4 List the practical problems involved in applying price theory concepts to actual pricing decisions.
=+3 Explain price elasticity and its determinants.
=+2 Identify the major categories of pricing objectives.
=+1 Outline the legal constraints on pricing.
=+What can you determine from this about the nature of The Second City’s promotional strategy?
=+4. What challenges does the Second City find when attempting a sponsorship arrangement?
=+ Does it change for different divisions?
=+3. Which advertising strategy do you think is most advantageous to The Second City?
=+ How does this relate to Second City’s stage in the product life cycle?
=+2. Do you think Second City allocates a relatively large amount of funds for promotion? Why or not why?
=+1. How does the nature of Second City’s product function as a promotional tool for the company?
=+What types of skills would you look for in a student interested in your field?
=+What can students do now to get a good start?
=+Q: Being so involved with media communications, you must have some great advice for students on developing contacts and relationships to get started in their marketing careers.
=+ How do you gauge the effectiveness of an individual media buy—or its part in a larger campaign?
=+Q: What objectives do your clients have in their media campaigns? Can you give us an example?
=+What relationship does your team have with the various media outlets to be able to offer expertise on media selections?
=+Q: Today’s media outlets are so numerous—network and cable TV, traditional and subscriber radio, print and online newspapers, magazines and e-zines, new interactive media, to name just a few—that companies have many different avenues through which to reach their target audiences. How
=+ What types of promotions do you arrange—sponsorships, event marketing, direct marketing messages?
=+Q: We know that Starcom works with some very prominent clients, such as Disney, Kellogg’s, Oracle, and Procter & Gamble. How do you help your clients create a cohesive marketing message?
=+How are your work teams organized—are they specialized into different functions or units, based on the client or industry, or some other criteria?
=+What strengths and skills do you draw on in your daily work?
=+Q: What are your duties and responsibilities as President and Chief Client Officer at Starcom?
=+2. Describe a sales promotion that Sears might create for Ty Pennington Style.
=+1. How might Sears use its relationship with Ty Pennington as a motivator for its retail sales force?
=+ What kinds of products or prizes are available? What is your overall assessment of online sweepstakes and contests?
=+c. Sweepstakes Online is a Web site that lists and provides links to dozens of online sweepstakes and contests. Visit the firm’s Web site (http://www.sweepstakesonline.com).How many online sweepstakes and contests are currently available?
=+b. ValPak.com is a major source of online coupons. Visit the ValPak.com Web site (http://www.valpak.com).Write a brief report summarizing what you learned and your impressions of online coupons.
=+a. Many companies now use the Internet to demonstrate their products. Visit http://www.blackberry.com/products/handhelds/demos/index.shtml and view the product presentations. Make a list of your observations and bring your list to class to participate in a class discussion on the subject.
=+2. Using the Internet. The chapter discussed how many marketers are using the Internet to support personal selling and enhance sales promotion activities. Review the chapter material and then complete the following exercises.
=+c. Approximately how much do sales professionals earn?
=+b. What is the job outlook for sales professionals?
=+a. What types of skills are important for salespeople?
=+1. Sales careers. The College Board’s Web site contains helpful information about many careers. Visit the Web site (http://www.collegeboard.com/csearch/majors_careers/profiles/careers/104714.html) and answer the following questions.
=+1. Do you agree with your friend’s actions? Why or why not?
=+5. InterContinental Hotels Group began offering its Priority Club members free nights at “any hotel, anywhere”—including those of competitors—as part of a sales promotion.51 Do you think this would be a successful promotion? Why or why not?
=+4. Why is the recruitment and selection stage of the hiring process one of a sales manager’s greatest challenges?
=+3. Imagine that you want to sell your parents on the idea of your taking a trip, buying a car, attending graduate school—something that is important to you. Outline your approach and presentation as a salesperson would.
=+ What kind of training might Green Mountain sales reps receive?
=+2. Green Mountain Coffee Roasters is well known for its specialty coffees, which are available in many retail outlets such as supermarkets and convenience stores. But visit a medical office or a car dealership, and you might find it there as well—in one-cup dispensers, ready for individuals to
=+5. With a classmate, design a specialty advertising item for one of the following companies or its products, or choose one of your own. Present your design sketches to the class.a. Sea World or Busch Gardensb. Dunkin’ Donutsc. Porsched. Verizon Wirelesse. Equal Exchange coffeef. Apple iPod
=+3. As sales representatives for a cooperative of organic farmers, you and a classmate are invited to make a sales presentation to a national supermarket chain. List the most important messages you wish to relate and then role-play the sales presentation.
=+b. You operate a lawn-care business and have visited several homeowners in a new development. Three of them have already agreed to give your service a try. You are meeting with the fourth and want to close that sale, too.
=+a. You are a new sales associate at a car dealership, and a potential customer has just test-driven one of your newest models. You have handled all the customer’s objections and settled on a price. You don’t want the customer to leave without agreeing to purchase the car.
=+2. With a partner, choose one of the following sales situations.Then take turns coming up with creative ways to close the deal—one of you plays the customer and the other plays the salesperson. Present your closing scenarios to the class.
=+1. Cross-selling can be an effective way for a firm to expand.On your own or with a classmate, locate an advertisement for a firm that you believe could benefit from cross-selling. List ways it could offer multiple goods or services to the same customer. Then create a new ad illustrating the
=+6. Suppose you are hired as a salesperson for a firm that offers prep courses for standardized tests. What would be your first step in the sales process? Where might you find some leads?
=+a. salesperson in a Blockbuster Video storeb. Coldwell Banker real estate sales agentc. route driver for Keebler snack foods (sells and delivers to local food retailers)d. technical support for Dell
=+2. Which of the four sales channels is each of the following salespeople most likely to use?
=+a. geographic market concentrationb. length of marketing channelsc. degree of product technical complexity
=+1. How does each of the following factors affect the decision to emphasize personal selling or nonpersonal advertising and/or sales promotion?
=+2. When a salesperson meets or exceeds a quota one year, the quota is often increased by managers the following year. This practice only creates frustration among salespeople—not productivity.
=+1. Sales quotas can cause salespeople to focus on new accounts at the expense of servicing existing accounts—with the result that existing customers may grow frustrated and choose a competitor instead.
=+2. Sales quotas that are tied to compensation plans attract and retain the most qualified sales staff, and they provide focus on the firm’s overall marketing strategy and performance.
=+1. Realistic quotas act as goals for salespeople and can be positive motivators.
=+Are sales quotas good for salespeople, customers, and the firms they are designed to promote?
=+1. What is over-the-counter selling?
=+3. Describe the social, economic, and business importance of marketing a state.
=+2. In addition to advertising, select which elements of the promotional mix would best promote your state, and explain why.
=+1. Identify the nickname and slogan for your own home state (or one that you like to visit). Suggest your own alternative, and explain why you think it would be effective as a marketing tool.
=+c. Tractor Supply: http://www.mytscstore.com/default.asp
=+b. REI: http://www.rei.com
=+a. Blue Nile: http://www.bluenile.com
=+2. AIDA. Visit the three Web sites listed below. Write a brief report explaining how the retailers have succeeded in applying the AIDA (attention-interest-desire-action) concept discussed in the chapter.
=+c. Many companies sponsor a variety of events. Visit Sprint’s Web site (http://www.sprint.com/sponsorships) and prepare a report on how Sprint uses sponsorships as part of its integrated marketing communication strategy.
=+b. Guerilla Marketing International (http://www.gmarketing.com/) is an excellent source of information on guerilla marketing. Visit its Web site and research how email can fit into a guerilla marketing campaign. Bring the material to class so you can participate in a group discussion on the
=+store. Write a brief report comparing and contrasting the promotional mix used by each retailer.
=+a. Visit two prominent shopping Web sites, including one that has brick-and-mortar stores in addition to its online
=+1. Integrated marketing communication. Promotional mix, guerilla marketing, and sponsorships are all aspects of integrated marketing communication. Review the appropriate chapter material and then complete the following exercises.
=+5. Describe a public service announcement that you have seen recently. Do you believe that the announcement will help the organization achieve its goals? Why or why not?
=+4. Take a careful look at a direct-mail catalog that you have received recently. Who is the audience for the products? Did the firm target you correctly or not? What is the response the firm is seeking?
=+1. Choose one of the following products and discuss what you think the objective(s) of promotion should be for the product:a. beefb. Kraft Macaroni & Cheesec. Toyota Priusd. T-Mobile cell phone service
=+Which items did you toss in the trash without even opening or considering beyond an initial glance? Why?
=+5. Evaluate two or three pieces of direct mail that you have received lately. Which items caught your attention and at least made you save the mailing?
=+4. With a classmate, choose a good or service that you think could benefit from guerrilla marketing. Imagine that you have a limited promotional budget and come up with a plan for a guerrilla approach. Outline several ideas and explain how you plan to carry them out. Present your plan to the
=+National Geographic and museums such as the Los Angeles County Museum of Art—have been involved in a multimilliondollar marketing campaign promoting the exhibit.47 On your own or with a classmate, conduct online research to learn how museums and other organizers have used IMC to promote this
=+1. Not-for-profit organizations rely on IMC just as much as forprofit firms do. The Egyptian government, which owns the remains and artifacts of boy pharaoh King Tutankhamun, has sent the King Tut collection on a worldwide tour of selected nations and museums (the exhibit is titled Tutankhamun
=+6. Why is sponsorship such an important part of a firm’s IMC?
=+5. What are the benefits and drawbacks of publicity?
Define e-business and discuss how marketers use the Internet to achieve business success.
=+2. Describe some additional ethical steps that cell phone companies might take to protect the privacy of their customers.
=+1. In what ways is the political-legal environment important to marketers who work for cell phone companies? Do you agree with the implementation of stricter legislation against the sale of cell phone records? Why or why not?
=+c. Ethical standards and credo: Johnson & Johnson(http://www.jnj.com/our_company/our_credo/index.htm)
=+b. Coffee producers and fair trade: Starbucks(http://www.starbucks.com/aboutus/default.asp)
=+a. Green marketing and environmentalism: Ford Motor Company (http://www.ford.com/en/goodworks/environment/default.htm)
=+2. Ethics and social responsibility. Many companies use the Web to highlight their ethical standards and social responsibility. Visit each of the following Web sites and prepare a brief summary of what you found.
=+c. Companies discontinue products from time to time. Using Google or another search engine, identify a product that has recently been discontinued. Research the product and the company that produced it, and write a brief report summarizing the reasons behind the decision.
=+b. Gatorade (http://www.gatorade.com) and PowerAde(http://www.powerade.com) are the two leading brands in the growing market for sports drinks. Gatorade is a Pepsi brand and PowerAde is a Coke brand. Visit each product’s Web site and compare and contrast the competitive strategies used by both
=+a. Visit the Web site of a company such as Procter & Gamble (http://www.pg.com) or Colgate (http://www.colgate.com). Pick one of the company’s products and analyze how the firm answered each of the key questions when it developed a competitive strategy for the product you selected.
=+1. Developing a competitive strategy. Review the material in the chapter on how companies develop a competitive strategy, including the key questions that must be answered.
=+ What responsibilities do employers and employees have in such circumstances?
=+2. If you feel this practice is appropriate, what safeguards do you think should be put into effect?
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