Marketing 2nd Edition Warren J. KeWarren J. Keegan, Sandra E. Moriarty, Thomas R. Duncanegan, Mark C. Green - Solutions

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1. Which of the internationalization theories best explains the Adidas acquisition of Reebok?
3. What values/benefits can DreamWorks Classics transfer to the license partners for consumer products apart from using the Postman Pat characters?
2. If you were to advise DreamWorks Classics would you recommend them to use the ‘organic’or ‘born global’ pathway for the internationalization of Postman Pat?
1. list the criteria that you should use for choosing new international markets.
2. Why has Zumba’s global business model been so successful?
1. Which of the internationalization models presented in this chapter best fits the internationalization of Zumba?
● Explain the most important determinants for the internationalization process of small and mediumsized enterprises (SMEs).
● Analyse and compare the three theories explaining a firm’s internationalization process:(i) the Uppsala internationalization model(ii) the transaction cost theory(iii) the network model.
5. What were the most important export motives in Japanese fi rms ( Exhibit 2.2 )?
4. What were the most important change agents in the internationalization of Haier( Exhibit 2.3 )?
3. Discuss the most critical barriers to the process of exporting.
2. What is meant by ‘change agents’ in global marketing? Give examples of diff erent types of change agent.
1. Export motives can be classifi ed as reactive or proactive. Give examples of each group of export motives. How would you prioritize these motives? Can you think of motives other than those mentioned in the chapter? What are they?
2. what have been the driving forces (motives) for the early internationalization of TOMS Shoes?
1. what would be the key barriers in the early days of internationalization if TOMS Shoes decided to expand to Europe?
2. what are the most critical factors in the further internationalization process of Vestergaard Frandsen?
1. In Mcneil (2009), Kevin Starace states:‘Vestergaard is just different from other companies we work with. They think of end users as a consumer rather as a patient or a victim.’ what do you think is the meaning behind this statement?
2. The strategy of only taking a minority stake in the joint ventures rebounded on BT. Furthermore, there was little incentive for partners to fully support the roll-out of BT products, especially where these were in competition with their own offerings. when BT attempted to increase its financial
1. BT needed different skills and competences for different partners. This made coordination of activities between partners very complex. As a consequence, BT found itself on a steep learning curve with this large number of partners.
6. How is the virtual value chain diff erent from the conventional value chain?
5. Explain how a combination of the product value chain and the service value chain can create further customer value.
4. Explain the main advantages of centralizing upstream activities and decentralizing downstream activities.
3. What are the main diff erences between global marketing and marketing in the domestic context?
2. How can an SME compensate for its lack of resources and expertise in global marketing when trying to enter export markets?
1. What is the reason for the ‘convergence of orientation’ in LSEs and SMEs?
2. recently hunter has added outerwear (leather footwear and hand-bags) to their international product range. what are the pros and cons of extending the product range in this way? should hunter boots ltd include further products like eyewear and watches?
1. what are the main reasons for the recent international marketing success of the hunter boots?
4. if yes, which countries/regions should they target and how?
3. should Green Toys inc. consider a higher degree of international expansion of their products?
2. what are Green Toys’ key competitive advantages in the international toy market?
1. what are the key success factors in the world toy industry?
● Understand how ‘customer experience’ can extend the traditional value perspective.
● explain the difference between the ‘product value chain’ and the ‘service value chain’
● identify drivers of global integration and market responsiveness
3. how do cisco systems increase the internal competences among employees, so they can better handle the external relationships to key customers?
2. describe the type of buyer-seller relationships that cisco systems have develop in order to increase their international competitiveness.
1. define the core competence of cisco systems.
3. What changes, if any, would you make in Parker's strategy if you were Alfred Zeien? Explain your recommendation(s).
2. Is Parker a good fit for Gillette? Why? Why not?
1. Why did Margry's strategy succeed?
2. What lessons can be drawn from the serious decline of Parker Pen?
1. Why did Peterson's global strategy fail?
2. What control measures might Harley- Davidson use? Explain your answer.
1. Why is Harley Davidson a market leader?
2. What measures could Millennium use in eval- uating the brand's profitability?
1. How are market needs changing in this indus- try? How should Millennium respond?
2. What additional criteria might the firm use in evaluating franchise performance?
1. How does The Body Shop headquarters control the firm's franchisees?
8. Go to the library and research a company with dealings in a number of countries. What organ- izational challenges would you expect it to en- counter in managing its marketing programs? What planning challenges? What controlling challenges? Identify ways in which the firm might cope with these
7. Interview a retailer in your community about inventory turnover. What is the store's turnover rate and how is it measured? Does the store monitor turnover effectively?
6. Describe a marketing audit and the way man- agers use its data.
5. Suppose you have been hired to advise a new company founded to offer tutoring services to athletes at your college. Develop a program for a reporting system for this company. What data should be routinely gathered and how should they be used to monitor profitability?
4. Why do marketers need benchmarks? Select a product that you use regularly and identify a potential benchmark for it.
3. Select a local business on campus, such as the campus newspaper or bookstore, and analyze its approach to budgeting. Develop a market- ing budget for this business for next semester.
2. Assume that your current or most recent em- ployer invites you to head a project to reengi- neer the organization. Where would you begin? Why? How would you begin? Explain your approach and the rationale behind it.
1. Interview the marketing vice president or mar- keting manager of a firm in your area and deter- mine how that person sees his or her role as leader of the firm's marketing program. How much time does the person devote to each man- agement function? How important does the per- son consider each
3. What sales techniques does Ann use when she closes?
2. Identify the elements of the personal-selling process that Ann uses in her work.
1. Given her responsibilities, what type of salesperson is Ann?
2. How can Harley sales people engage in rela- tionship marketing?
1. Describe Harley's sales follow-up procedures.
2. Distinguish between national account repre- sentatives and other sales people.
1. In what type of selling might Millennium salespersons engage?
2. What are the distinguishing characteristics of The Body Shop's method of sales manage- ment?
1. Describe the "selling process" that Body Shop sales people use. How is this different from that of most sales techniques?
10. Meet with the manager of the sales force of a local manufacturer and determine how the firm selects, trains, compensates, motivates, monitors, and evaluates its sales staff. Prepare a brief report for critical discussion with your classmates.
9. Contrast the development of a personal rela- tionship with the development of a business relationship. What steps in each are similar? Different? Can your knowledge of the former help you learn how to proceed in the latter type of relationship? Why or why not?
8. Suppose that you are the marketing manager for a firm that produces 50,000 widget-making machines (priced at about $75,000 each) and sells to the 6,000 widget makers located throughout the United States. Describe your sales objectives and the size and structure of your sales force.
7. Suppose that you are the marketing manager for a firm that produces (a) automobiles, (b) toothpaste, or (c) computers. How likely would you be to set up a personal-selling oper- ation to sell each of these products? Explain your answer in terms of the strengths and weaknesses of personal selling.
6. If you were undertaking the development of a sales-motivation program for a direct-sales company, what could you learn from Mary Kay Cosmetics about motivating sales repre- sentatives?
5. Under what circumstances would a firm be most apt to use independent agents in selling its products? Under what circumstances would a firm be most apt to use a sales force of its own?
4. At what point during a sales presentation, whether made face-to-face or by telephone, should a salesperson try to close the sale? Ex- plain your answer.
#!# 3. Select a product that you use and that could be marketed through personal selling. Trace the steps a sales representative would take in sell- ing this product to someone like you.
2. Why are there different processes for selling to new customers and current customers?
1. What are the most common objectives set for sales-force performance?
5. What do you think Hogan should do?
4. How could HSN encourage customers to purchase more frequently?
3. As HSN tries to appeal to a more upscale market, it is invading QVC's terri- tory. Is that a smart move? What could it do instead?
2. The case lists a number of reasons for Diller's interest in home shopping. Eval- uate these. Do you think they are as positive as the case suggests?
1. Should cable companies be forced to carry home shopping free? Do you think electronic shopping is in the "public interest"?
1. How has Harley used direct marketing over the decades?
2. What other uses could Millennium make of the database created from rebate and product registration cards?
1. What is the purpose of the Compare and Save direct mail program?
2. What are the advantages and disadvantages for consumers of The Body Shop's direct market- ing effort? What are they for The Body Shop?
1. How does The Body Shop engage in direct marketing?
6. Find a friend who watches the Home Shop- ping Network. Interview that person about his or her viewing behaviors-ask such ques- tions as: Do you watch it a little or a lot? Do you watch it continuously or occasionally when flipping channels? Have you ever pur- chased anything from a television
5. College students are frequently the target of database marketers. Analyze a piece of direct- response marketing that you have received re- cently in terms of its targeting strategy, its ob- jectives, and the development of the sales message. Do you think it is successful? Why or why not?
4. Explain videotex and interactive media. Do you know anyone who uses these new tech- nologies? Build a profile of that person. What products might that person be interested in that could be marketed through a computer network?
3. Collect two catalogs that have arrived at your home or the home of a friend or relative. Ana- lyze them in terms of their targeting strategy and the personality and tone they establish with their graphics and merchandise selection. In each case, decide if the catalog reached the right consumer.
2. Interview a local businessperson who uses di- rect marketing. Describe the program. What is the marketer's most important reason for using direct marketing? Who is targeted and how is the list obtained and maintained?
1. Analyze the privacy issues raised in the open- ing story and mentioned throughout the chap- ter and balance them against the advantages direct marketing brings to consumers. Do you think there should be government restrictions on direct marketing? If you think this form of marketing should be
4. If you were either Paul Moschetti or David Brandon, CEO of Valassis, what would you do at this point?
3. If you were an independent industry observer, what would you expect to hap- pen in the FSI industry over the next five years?
2. EDLP and coupons are both forms of price reductions. How does each affect the consumer's perception of a product? As a consumer, which do you prefer? As a manufacturer, which would you prefer?
1. Contrast the use of FSIs and in-store coupon dispensers in getting the con- sumer's attention and affecting purchase. Which do you think consumers prefer? Which do you think manufacturers prefer?
3. Why would Millennium prefer a tie-in with Playskool to one with Sony? Is such a tie-in ap- propriate, given Millennium's preference for locating its products in the electronics section of a retailer's store?
2. What are the advantages of a rebate from the company's point of view? From the consumer's point of view?
1. How is Millennium using marketing public re- lations? For brand awareness? Brand position- ing? Targeting?
5. What is Harley's most powerful form of promo- tional communication?
4. Are motorcycles sold by a push or pull strategy?

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Marketing 2nd Edition Warren J. KeWarren J. Keegan, Sandra E. Moriarty, Thomas R. Duncanegan, Mark C. Green - Solutions

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