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global marketing
Marketing 2nd Edition Warren J. KeWarren J. Keegan, Sandra E. Moriarty, Thomas R. Duncanegan, Mark C. Green - Solutions
1. What is the purpose of slotting allowances? How do they affect the grocer's merchandise assortment?
2. Millennium sells private label brands of batter- ies as well as its own name-brand batteries to retailers. How might that affect the distribu- tion of Millennium brand battery systems?
1. What sort of distribution-intensive, selective, or exclusive-is appropriate for the Millen- nium System?
3. What does Harley expect of its dealers?
2. Compare Honda's and Harley's dealer net- works: Are they intensive, selective, or exclu- sive? Support your answer.
1. What sort of vertical marketing system does Harley-Davidson have?
3. How might physical distribution be better managed in The Body Shop system than in a more traditional system?
2. What types of conflict are likely to arise in this system?
system?
1. How would you classify The Body Shop's dis- tribution system? Could Anita have built the kind of social-responsibility image The Body Shop now has with another kind of distribu- tion
10. Interview the manager of a local company and determine the nature of the marketing chan- nel(s) used for the firm's primary product, the manner in which the channel is coordinated, and the systems used to handle that product's physical distribution.
9. What are the five principal modes of trans- portation? Choose a product that you think would be most appropriate for shipment on each of the five modes, and explain why you chose that mode.
8. Why does channel conflict occur? Give three examples of channel conflict situations and describe how you would resolve them.
7. If you were designing a channel for a new type of dog food, what factors would you have to consider? Plot the channel from your factory to the customer. If you were designing a chan- nel for a new high-priced specialty wine, what would it look like?
6. For each of the four marketing channels for consumer goods described in this chapter, give two examples not found in the text.
5. What important factors must be considered when designing global channels? Explain why each of these is a concern.
4. Identify the four major components of a phys- ical distribution system and explain why each is important to the effectiveness of the market- ing channel.
3. What are vertical marketing systems and how do they help channel coordination?
2. Identify the functions of distribution channel members and explain how they help meet consumer needs and add value to the product.
1. What is a marketing channel? How does it help marketers to satisfy consumer needs?
4. What can banks do to recover their credit card business? How can AT&T and GM increase their credit card business?
3. Describe the launch of each product-especially the advertising for each card. Which card had a more successful marketing program?
2. Evaluate the GM and Ford credit cards in terms of relative advantage, com- patibility, and perceived risk. Would they have passed your screening?
1. Classify the new-product strategy of GM and Ford. How did the strategy affect each company's success?
1. Millennium plans to introduce a new one- hour charger. How could it test-market that product to determine the best price to charge?
1. What constitutes the bulk of Harley-David- son's new products?
1. How does new-product development at The Body Shop differ from the process described in the chapter?
9. A new product available in the produce sec- tion of many supermarkets is a hybrid veg- etable combining cauliflower and broccoli. In- terview shoppers to determine if this product carries any negative connotations because it is genetically engineered. Consider yourself the brand manager for a
8. Identify two new products that might become available as a result of the changes brought on by the new "Industrial Revolution" discussed in the chapter closing story. Then analyze each of these products in terms of Rogers' rate of adoption factors that were discussed in this chapter (see p. 000).
7. Design a test-marketing plan for a new line of frozen Japanese foods to be sold in the United States.
6. Interview the manager of a local company and describe the firm's new-product strategy and its approach to risk.
5. Distinguish among improvement, innovation, and invention. Pretend you are the new-prod- ucts manager for Celestial Seasonings tea and give an example of a new product that might evolve in each of these three ways.
4. You are the marketing manager for a new line of hand-crafted, old-fashioned children's toys. What testing methods would you use at the product testing stage?
3. Where do ideas for new products generally come from? If you were the new-products manager for Celestial Seasonings tea, where would you look for new ideas?
2. Explain the differences between me-too, com- petitive-advantage, and venture new-product strategies and find examples of each in ads for a newly introduced good or service. Analyze how the ads positioned the products.
1. What makes a product "new"? Brainstorm and see if you can develop three new-product ideas using the three approaches of invention, inno- vation, and improvement.
3. How does Southwest try to achieve total quality in marketing?
2. Describe the airline's competitive advantage in terms of product, price, and distrib- ution.
1. What type of service does Southwest provide?
1. If Millennium purchasers are more satisfied than purchasers of other systems, why are Mil- lennium's sales fourth in the industry?
3. What is the Harley dealer's biggest problem today and what can he do about it?
2. How has Harley attempted to improve dealer service?
1. Do Harley dealers perform basic or facilitating services?
1. How does The Body Shop create customer sat- isfaction?
8. Analyze the concept of customer satisfaction at your school. How does your school balance the demands for customer satisfaction with the need to maintain grading standards? Inter- view the head of your school's foundation or gift-giving office to determine what alumni re- gard as the most
7. You have been hired by a local bank to im- prove its level of customer satisfaction. Outline the steps you would take in approaching this task. What key factors do you think would need improvement? Brainstorm some ideas for addressing these problem areas and increasing customer satisfaction.
6. How does the marketing plan for Junior Achievement differ from the one for Millen- nium presented at the end of Chapter 4?
5. You are the manager of a moderately priced East European hotel that would like to attract more West European and North American tourists, but is having a hard time doing so be- cause the employees have a poor service atti- tude. Outline a plan for motivating your em- ployees to understand and
4. What are the most common objectives of non- profit organizations? Give examples of objec- tives of organizations to which you, your fam- ily, or some of your friends belong. How effectively do these organizations achieve their objectives and what strategies do they use to do so?
3. Interview the marketing manager of a local service firm and then describe that firm in terms of: (1) its place on the goods-services continuum; (2) the degree to which its service is intangible and perishable; (3) the degree to which providing the service involves the cus- tomer; (4) the nature
2. Select a service business in which the customer must be present for the service to occur. Out- line a plan to help that company motivate its employees to be more cooperative and helpful toward customers.
1. Using the concept of the goods-services con- tinuum, describe the relationship between goods and services in marketing a car rental company and explain what services are impor- tant in the customer's decision-making process.
5. Based on your answers to questions 3 and 4, do you think a clear, malt bever- age under the Bartles & James label would sell well? Why or why not?
4. Which of the clear beverage products have been unsuccessful? Describe the nature of these products and their marketing.
3. Which of the clear beverage products have been successful? Describe the na- ture of these products and their marketing.
2. Are the products described in this case truly new? For those that aren't, how might their success be affected by the product life cycle? For those that are, do you think they are a fad?
1. What product attributes do manufacturers use to affect perceptions of prod- ucts like Clearly Canadian?
4. Do you think Millennium's marketing plan is appropriate to its product's life-cycle stage? Why or why not?
3. In what stage of the life cycle are rechargeable battery systems? How should rechargeable sys- tems be promoted and distributed in this stage?
2. What is the depth of the Millennium charger line? the depth of its battery line? What is the width of Millennium's product mix?
1. Why are Millennium's batteries of different sizes in different colors? Do you think the choice of colors was good or bad? If bad, how would you change them?
4. In the United States, in what stage of the prod- uct life cycle are motorcycles? in developing countries in what stage are they? If they are in different stages, how may this affect the mar- keting of motorcycles?
3. Describe Harley-Davidson's product mix.
2. What are the important benefits of owning a Harley? of belonging to a Harley Owners Group?
1. What type of good (e.g., convenience, shop- ping) is a Harley?
4. In what stage of the product life cycle is The Body Shop?
3. When The Body Shop adds Blue Corn hand lo- tion and toner to their product mix, is this a line extension or a new product?
2. What are the important features/attributes of Body Shop products?
1. What types of goods does The Body Shop sell-convenience, shopping, or specialty?
12. Either from your own experience or from li- brary research, identify a product that has ac- complished the turnaround we described for Harley Davidson. What were the problems that produced the decline? How was the turn- around engineered?
11. Can you think of other categories besides over- the-counter drugs where product proliferation has become a serious problem? Do an aisle study in a discount store and identify those product categories that may be in product pro- liferation trouble. Choose one category and chart the number of
10. Interview the marketing manager for a local company and identify its primary products and where these products fall in the product life cycle.
9. You are marketing manager for OfficeCrafts, a (hypothetical) company that makes quality of- fice furniture. Develop a chart that explains your existing product mix and product lines. In what area might you propose a line exten- sion? What are the pros and cons for your company in developing this
8. If you were the marketing manager for a fro- zen pizza producer, how might you improve your product's quality? For that matter, how would you define quality in frozen pizzas?
7. If you were marketing manager for a power tool, what product liability issues would con- cern you?
6. Think about your favorite car (either your own, your family's, or a friend's) and make a list of all its features. Which ones are distinc- tive? What are the benefits of these features to you? Which ones are the most important?
5. Identify the four basic stages in a product's life cycle and give an example of a product that fits in each stage.
4. Distinguish among convenience, preference, shopping, and specialty goods and give an ex- ample of each other than those in the text- for the consumer and the industrial markets.
3. Give an example of a durable good and a con- sumable good and explain the difference in how they are marketed.
2. What is the difference between a high-quality and a low-quality product? How is quality de- termined and what are the quality considera- tions that affect marketing?
1. If you bought a bicycle from a local store, would you expect to get a warranty or a guar- antee? Explain the difference.
4. Evaluate each of Coca-Cola's options carefully. Which one do you think is most promising?
3. Do you think that Americans will gradually return to purchasing national brands now that the recession of the early 1990s has ended? Why or why not?
2. What long-run effects do you think the battle between private/store brands and national brands will have on consumers, private-label manufacturers, and national-brand manufacturers?
1. What perceptions might consumers develop when prices of national brands are reduced? What can manufacturers do to prevent this?
2. Danny thought Millennium was a "cool" name. What advantages or disadvantages do you see in this brand name? What kind of image does it evoke?
1. The company that created the Millennium sys- tem produced private-label batteries before it launched Millennium. Why do you think it decided to introduce a nationally branded rechargeable battery?
3. Does Harley have a single image or multiple images? If a single image, how does it manage to appeal to multiple market segments? If Harley has multiple images, name them.
2. Describe the Harley mystique.
1. What type of brand is Harley-Davidson?
2. Describe the personality of The Body Shop brand. Does this brand meet the criteria for de- sirable brand names? Why or why not?
1. What kind of brand is Body Shop Carrot Mois- ture Cream?
10. Identify a product category within which you always buy a specific brand and another cate- gory within which the brand makes little dif- ference to you. Explain where the difference lies. If familiar brands were to disappear in the category in which you normally buy by brand, what would that do
9. Analyze how consumers' attitudes toward products are formed and how they shift as a result of positive or negative experiences. Pick a service business, such as a restaurant or bank. and develop and summarize your classmates' attitudes toward that business. Plot your data on a chart and show in
8. Interview a marketing manager for a local firm and identify: (a) the brand image of the com- pany's primary product (including its personal- ity and the promise conveyed); (b) the stage in the brand-building process this product cur- rently occupies; and (c) the ways in which the firm has
7. Look through a foreign magazine to find a global brand you are familiar with from its U.S. advertising. Has the producer altered its image/advertising for the market in the nation where this magazine is published?
6. Choose a good or service you have used at least once but decided not to use again and ex- plain where in the brand-building process you became turned off the product. What might the producer of that product do to get you to try that product again?
5. From an issue of a major consumer magazine choose an ad you believe projects a very strong brand image. Discuss the image and the cues in the ad that communicate that image.
4. Select a branded product in common use at your college and interview your classmates on their perception of that brand's personality.
3. How is relationship marketing related to branding?
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