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global marketing
Marketing 2nd Edition Warren J. KeWarren J. Keegan, Sandra E. Moriarty, Thomas R. Duncanegan, Mark C. Green - Solutions
9. A new bike shop is opening in a university town of 80,000.a. What kinds of informal research should the manager do?b. The manager hires you as a researcher. De- velop a series of research questions that you need to answer.c. Draft a questionnaire that will provide an- swers for those research
8. Puffs tissue is considering the introduction of Puffs 2-ply toilet paper. Outline a research pro- gram that will help Puffs decide whether to add this product to its line.
7. As manager for new product development in the area of laptop and notebook computers for a major computer company, what potential marketing problems would you want market- ing research to address before bringing out a model for the world market?
6. You are marketing manager for a brand of cereal:a. Outline a program of environmental scan- ning to begin research on your product.b. What types of primary and secondary data would you want to obtain for your annual marketing plan? What are the advantages and disadvantages of each type of data
5. Compare and contrast any two primary data- collection methods described in this chapter in terms of their operation, and advantages and disadvantages.
4. Why do market researchers prefer probability to nonprobability samples? Why do they sometimes use nonprobability samples any- way? If you were conducting a tourism study for your state, how would you use the two types of sampling methods?
3. Go to your business library and make a list of all the computerized information services that provide the kinds of information you would find useful if you were working on a marketing plan for a museum, symphony orchestra, zoo, or other cultural or arts center in your locale.
2. You have been asked to conduct marketing re- search for your local public transportation au- thority. Outline the activities you would un- dertake in following each of the five basic steps in the marketing research process.
1. You have been asked to design a marketing in- formation system for a local shoe store. What sorts of information will enable the store to manage its business more effectively, and how should this information be obtained?
3. How well does the Millennium product group match with its target market?
2. In BCG terminology, the Millennium system (as part of Ralston Purina) and Eveready rechargeable brand of batteries appears to be a Defend your answer. +
1. What are Millennium's strengths and weak- nesses vis--vis competitors such as GE and Panasonic?
3. Has Harley extended its domestic marketing plan to foreign markets or has it adapted the plan to suit conditions in individual countries?
2. What do you see as Harley's current (internal) weaknesses? Its (external) opportunities?
1. How has Harley-Davidson diversified? Does this diversification spread the firm's risk?
3. How do you think customers of The Body Shop will react to the firm's AIDS campaign? How will the larger public respond?
2. Perform two SWOT analyses for Roddick's business, one as of April 1976, and one for the 1990s.
1. If you had been Anita Roddick's banker in 1976, how would you have evaluated her pro- posed business in terms of the GE industry at- tractiveness/business strength matrix?
9. You have been hired by the Millennium divi- sion of Eveready to develop a marketing plan for a niche market-teenagers of both high school and college age. Explain what changes would need to be made in each section of the current Millennium Marketing Plan in order to reach this new market.
8. What impact should Campbell's Soup's global market strategy have on its marketing mix? Analyze each element of the market mix and explain what this new strategy will mean to that area. Draw up a list of task-oriented action plans that might be needed to implement this corporate strategy.
7. Explain the difference between push and pull strategies. Analyze how these two strategies should work for Millennium.
6. Which should come first in marketing strat- egy: identification of target market, develop- ment of the product, or establishment of ob- jectives? Why?
5. Develop a SWOT analysis for the smart card.
4. Which aspect of the SWOT analysis do you think is the hardest to complete? Why? Is there any section of the Millennium Marketing Plan that you think requires more informa- tion? Why?
3. What are the two aspects of integrated market- ing and why are they important? If you were marketing manager for Millennium, what would you add to the marketing plan in order to strengthen the company's integrated mar- keting program?
2. Find four products that fit into the four posi- tions on the BCG matrix. Have any of these products moved from one position to another within the matrix in recent years?
1. Why do you think Gates sold the Millennium product line to Eveready and why do you think Eveready bought it? What corporate strategies are represented by this deal? What do you think will be the impact of the new ownership on Millennium? If you were the marketing manager for Millennium, what im-
3. How well does the Millennium product group match with its target market?.
2. In BCG terminology, the Millennium system (as part of Ralston Purina) and Eveready rechargeable brand of batteries appears to be a Defend your answer.
1. What are Millennium's strengths and weak- nesses vis--vis competitors such as GE and Panasonic?
3. How do you think customers of The Body Shop will react to the firm's AIDS campaign? How will the larger public respond?
2. Perform two SWOT analyses for Roddick's business, one as of April 1976, and one for the 1990s.
1. If you had been Anita Roddick's banker in 1976, how would you have evaluated her pro- posed business in terms of the GE industry at- tractiveness/business strength matrix?
9. You have been hired by the Millennium divi- sion of Eveready to develop a marketing plan for a niche market-teenagers of both high school and college age. Explain what changes would need to be made in each section of the current Millennium Marketing Plan in order to reach this new market.
8. What impact should Campbell's Soup's global market strategy have on its marketing mix? Analyze each element of the market mix and explain what this new strategy will mean to that area. Draw up a list of task-oriented action plans that might be needed to implement this corporate strategy.
7. Explain the difference between push and pull strategies. Analyze how these two strategies should work for Millennium.
6. Which should come first in marketing strat- egy: identification of target market, develop- ment of the product, or establishment of ob- jectives? Why?
5. Develop a SWOT analysis for the smart card.
4. Which aspect of the SWOT analysis do you think is the hardest to complete? Why? Is there any section of the Millennium Marketing Plan that you think requires more informa- tion? Why?
3. What are the two aspects of integrated market- ing and why are they important? If you were marketing manager for Millennium, what would you add to the marketing plan in order to strengthen the company's integrated mar- keting program?
2. Find four products that fit into the four posi- tions on the BCG matrix. Have any of these products moved from one position to another within the matrix in recent years?
1. Why do you think Gates sold the Millennium product line to Eveready and why do you think Eveready bought it? What corporate strategies are represented by this deal? What do you think will be the impact of the new ownership on Millennium? If you were the marketing manager for Millennium, what im-
2. How might the changing demographics of American society affect the demand for rechargeable batteries?
1. How may the current economic, legal and reg- ulatory, and sociocultural environments facili- tate or hinder sales of rechargeable batteries?
2. How has the legal and regulatory environment affected the motorcycle industry?
1. What kind of competitive structure is the do- mestic motorcycle market? How does this structure affect pricing in the motorbike mar- ket?
1. Evaluate the impact that the economic, com- petitive, sociocultural, and global environ- ments have had on The Body Shop. Have these forces been positive or negative?
8. Select an industry that you find interesting. Identify some major changes that have oc- curred in the last ten years in the environment surrounding that industry and describe how these changes have affected industry market- ing activities..
7. Interview someone in marketing at a company near your home town. What external factors most affect the company's marketing pro- gram?
6. Would privatization be attractive if govern- ment monopolies were marketing oriented? Why or why not?
5. Use government publications or other sources to determine key economic indicators in the most recent calendar year for which figures are available. For example: What is the rate of in- flation? What is the value of the dollar relative to the yen, the deutsche mark, and other world currencies?
4. Which of the goals of legal and regulatory re- strictions on businesses do you think is most important? Why?
3. How do monopolies, oligopolies, monopolisti- cally competitive, and perfectly competitive firms differ in the number of firms involved, their control over price, and ease of entry into the market?
2. What are the advantages of privatization? What are the disadvantages?
1. How do the economic, legal and regulatory, and social environments differ from one an- other? How do they affect one another?
2. Write a mission statement for the Millennium battery/charger system.
1. Now that Ralston Purina owns both the Eveready and Millennium brands, how should the company stimulate competition between the brands? Should they use centralized or de- centralized decison making?
2. Write two mission statements for Harley-one for the firm at its founding and one for the
1. In your judgment, is Harley-Davidson a cen- tralized or a decentralized firm?
2. Is The Body Shop a global organization? Why or why not?
1. How has The Body Shop's high degree of cen- tralization helped or hindered the firm's growth? Do you think this centralized style of management and marketing will prove a posi- tive or a negative force in future?
9. Find a company that is organized along tradi- tional functional lines. Write a proposal detail- ing the changes necessary to turn this com- pany into an oganization that operates with a marketing-is-everything philosophy.
8. Is any company in your community involved in a quality program? Interview the marketing manager and determine how the quality pro- gram affects the company's marketing pro- gram. Is the manager satisfied with the inter- face? Why or why not?
7. Select a nonprofit organization in your com- munity and describe its marketing operation. How would you describe its attitude toward marketing?
6. In your business library review the collection of annual reports and assemble ten mission statements. Do any of the statements also seem to represent vision statements-that is, state the firm's long-term aspirations as well as its short-term goals? How believable are these statements?
5. Find an article about a company in an East Eu- ropean country that is moving to a market economy. Describe the internal factors affect- ing the development of marketing in that company and explain how they represent strengths and weakness of the firm.
4. Interview a brand manager or marketing exec- utive in two different local companies. Com- pare their job responsibilities and the way their marketing programs are organized.
3. Find an article about a company that is mov- ing to decentralize its business functions and marketing operations. What changes in the real world have influenced it to decentralize?
2. Interview a local company that manufactures a product. Outline how its marketing program is organized relative to the other business func- tions. With which other areas in the company does marketing have the best relations? The worst relations? Why?
1. How can you determine the importance of the marketing function to a company? Find an ar- ticle about a company that considers market- ing very important and an article about an- other company that looks on marketing as a simple business function. Analyze the differ- ences in the two approaches
2. From the point of view of both consumers and retailers, describe the value added by the Mil- lennium battery/charger system.
1. How does the Millennium system of batteries and chargers reflect the societal marketing con- cept?
1. Analyze the way Harley-Davidson has added value to its product over the years.
3. Is Anita Roddick right that consumers are over- marketed? That they are "hyped out"? If so, what can marketers do about this?
2. When The Body Shop first got started was it facing global competition? What helped the firm expand?
1. How does The Body Shop operation exemplify the marketing concept? How does it reflect the societal marketing concept?
9. You are an environmentally concerned parent. Weigh the disadvantages of disposable diapers (landfill capacity and biodegradability) against those of washable diapers (energy costs, air pollution, and water usage). How would you make a decision you could live with?
8. You have been named marketing manager for a chemical company that will be reprocessing plastics for recycling. Develop a memo outlin- ing the kinds of social responsibility issues that you and your staff need to consider.
7. Select a firm for which you or some member of your immediate family has worked. How would you describe the firm's marketing phi- losophy? Explain your answer.
6. You are developing a marketing plan for friends who own a bicycle store near campus. Prepare to explain the marketing mix to them and identify the key areas they need to focus on in their marketing.
5. Explain the marketing concept. How does it differ from the other major marketing philoso- phies? How does the Honda story illustrate the differing philosophies of marketing?
4. Explain how economies of scale affect the price of both disposable and washable diapers.
3. Differentiate between the law of supply and the law of demand and explain how it affects the pricing of disposable and washable diapers. If you were the marketing director for a dispos- able diaper product, how would you manipu- late demand? What could you do to manipu- late demand for washable
2. Explain the difference between needs and wants in terms of current airline marketing programs and describe your response to such programs.
1. How does the concept of exchange relate to marketing? What important principles of mar- keting are derived from the concept of an ex- change? Explain the complexities of the ex- change in marketing socially responsible products like Ben and Jerry's ice cream.
6. If you were Joe, would you stick with trying to develop the smart card or would you move on to something else?
5. If you were a retailer, would you use the smart card? What would its advantages and disadvantages be for you? Would it provide your firm with a competitive ad- vantage?
4. For AT&T, is the smart card a dog, a cash cow, a star, or a question mark? For a bank or toll company, is it a dog, a cash cow, a star, or a question mark?
2. What would have to happen for the smart card to become widely used in the United States? 3. Why do you think AT&T is especially interested in the smart card?
1. Do you think there is a real need for the "smart card"? What are its advantages worth? Under what conditions would it be viable?
3. How well does the Millennium product group match with its target market?
2. In BCG terminology, the Millennium system (as part of Ralston Purina) and Eveready rechargeable brand of batteries appears to be a Defend your answer.
1. What are Millennium's strengths and weak- nesses vis--vis competitors such as GE and Panasonic?
3. Has Harley extended its domestic marketing plan to foreign markets or has it adapted the plan to suit conditions in individual countries?
2. What do you see as Harley's current (internal) weaknesses? Its (external) opportunities?
1. How has Harley-Davidson diversified? Does this diversification spread the firm's risk?
3. How do you think customers of The Body Shop will react to the firm's AIDS campaign? How will the larger public respond?
2. Perform two SWOT analyses for Roddick's business, one as of April 1976, and one for the 1990s.
1. If you had been Anita Roddick's banker in 1976, how would you have evaluated her pro- posed business in terms of the GE industry at- tractiveness/business strength matrix?
9. You have been hired by the Millennium divi- sion of Eveready to develop a marketing plan for a niche market-teenagers of both high school and college age. Explain what changes would need to be made in each section of the current Millennium Marketing Plan in order to reach this new market.
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