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global marketing
THINK Marketing 3rd Edition Keith Tuckwell, Marina Jaffey - Solutions
LO4 Explain the role of experiential marketing in marketing today. (pp. 355–363)
LO3 Describe the public relations tools and techniques for communications strategies. (pp. 353–355)
LO2 Identify the role of public relations in the development of marketing communications strategies. (pp. 350–353)
LO2 Identify the roles and functions of various trade promotion activities. (pp. 349–350)
LO2 Identify the roles and functions of various consumer promotion activities. (pp. 343–348)
17. What are the primary message delivery options available to advertisers in a mobile communications environment? (LO7)
16. What is meant by the term viral marketing? (LO6)
15. What are the primary benefits of including social media in the marketing communications mix? Briefly explain. (LO6)
14. What is influence marketing? Briefly explain.
13. In the context of advertising, what are the primary strengths and weaknesses of the following media? (LO5)a. Televisionb. Radioc. Magazinesd. Newspapere. Out-of-homef. Internet
12. In radio, what is the significance of the term “format”? Briefly explain. (LO5)
11. Briefly explain the concepts of product placement and branded content in television programming. (LO5)
10. What is content marketing? Briefly explain. (LO5)
9. Identify and briefly explain the various forms of Internet advertising. (LO5)
8. Explain the following media strategy concepts: reach, frequency, continuity, and engagement. (LO4)
7. In what situations would the following target-market media strategies be used: shotgun strategy, profile-matching strategy, and rifle strategy? (LO4)
6. Briefly explain how the following appeal techniques are used to deliver advertising messages: (LO3)a. Emotionb. Humourc. Endorsementsd. Testimonialse. Lifestylef. Comparison g. Demonstration
5. In the context of message development, what is the difference between creative objectives and creative strategy? (LO3)
4. Explain the difference between percentage-of-sales budgeting and industry-average budgeting. (LO2)
3. What is the difference between a push strategy and a pull strategy? (LO2)
2. What are the key elements of marketing communications planning? (LO2)
1. What are the components of the integrated marketing communications mix? Briefly describe each component. (LO1)
3. Mobile communication for advertising purposes is growing quickly. How accepting are people about receiving mobile advertising messages? Consider your own behaviour about mobile ad messages when formulating an opinion. Would you invest valuable marketing dollars in mobile advertising? Describe
2. Considering the trends in media consumption that are occurring along with the relative effectiveness of various media for advertising purposes, how should a marketer allocate a communications budget for maximum benefit? What kind of balance should there be between traditional media and newer
1. Assume you are the marketing manager for any one of the following brands: Dove personal care products, Red Bull, Cheerios, KFC, or Campbell’s Soup. You are considering using a new celebrity in advertising to freshen the image of the brand.What type of celebrity would you select? Would you
LO6 Describe the role of mobile communications in marketing communications campaigns. (pp. 335–337)
LO5 Describe the role of social media in marketing communications campaigns. (pp. 329–335)
LO4 Assess various media alternatives for delivering messages. (pp.322–329)
LO3 Explain the nature of media decisions that are part of an advertising campaign. (pp. 320–322)
LO2 Explain the nature of creative (message) decisions that are part of an advertising campaign. (pp. 315–320)
LO2 Describe the basic elements that comprise marketing communications planning. (pp. 313–315)
LO2 Define integrated marketing communications, and describe the components of the integrated marketing communications mix.
14. What is showrooming? Briefly explain. (LO5)
13. What benefits can a retailer gain by shifting some of its business operations into the digital environment? (LO5)
12. How important is inventory turnover to a retailer? Briefly explain.(LO4)
11. What is scrambled merchandising? (LO4)
10. Briefly explain the concept of a merchandise assortment. (LO4)
9. How important is atmosphere in the retail marketing mix? Briefly explain. (LO4)
8. How important is brand identity in the retail marketing mix?Briefly explain. (LO4)
7. What are the location alternatives for a retailer? Briefly describe each alternative. (LO4)
6. Identify and briefly explain the various forms of non-store retailing. (LO3)
5. Based on products and services offered, what are the various types of stores? Briefly describe each type of store. (LO3)
4. In the context of retail franchising, what does co-branding refer to? (LO3)
3. By ownership, what are the various classifications of retail stores?Briefly explain each classification. (LO3)
2. What are the basic functions of a retailer? (LO2)
1. What are the key external trends influencing retail marketing strategy today? Briefly explain. (LO1)
3. This chapter suggests that location is a crucial aspect of retail marketing planning. Based on your awareness and understanding of recent retailing trends, will location continue to be as important in the future? Evaluate the trends along with changes in consumers’ shopping behaviour to
2. Considering the trends in retailing that were presented in this chapter, what is your assessment of the future direction of retailing? For example, will consumers opt for convenience and flock to the Internet, or will they retreat to neighbourhood shops and lifestyle malls, where personalized
1. Visit a department store in your local market, then present a brief analysis of your perception of the store’s image as conveyed by the atmosphere considerations discussed in this chapter. Do the same analysis for a warehouse outlet.
LO4 Describe retailing’s transition into the digital marketing environment. (pp. 305–308)
LO1 Describe the roles and functions of the major components of the retail marketing mix. (pp. 298–305)
LO1 Explain the importance of retailing in Canada, and identify key trends influencing the industry. (pp. 290–291)
LO2 Describe the various types of retailers based on ownership, products and services offered, and method of operation. (pp. 292–298)
LO1 Define the functions associated with contemporary retailing. (pp. 291–292)
3. Conduct some secondary research on e-commerce in Canada.Compared to other countries, where does Canada rank in terms of e-commerce development, and what impact will e-commerce have on future distribution strategies?
2. What degree of distribution intensity is appropriate for each of the following? Justify your position.a. Toyota’s Lexus automobilesb. Nike athletic shoesc. Tide detergentd. TAG Heuer watches
1. What type of channel of distribution would you recommend for the following products? Justify your recommendation.a. Crest toothpasteb. Goodyear tiresc. Cartier fragrances
13. What are the key functions of logistics marketing? Briefly explain.(LO8)
12. Briefly explain the concept of supply chain management, and explain the terms outbound distribution and inbound distribution.(LO7)
11. What is a horizontal marketing system? Briefly explain. (LO6)
10. What is a vertical marketing system? Briefly explain. (LO6)
9. What is a channel captain, and what role does the channel captain play in the distribution channel? (LO5)
8. What is the difference between horizontal conflict and vertical conflict in the channel of distribution? (LO5)
7. Under what conditions are the following types of distribution appropriate? (LO4)a. Intensiveb. Selectivec. Exclusive
6. Briefly describe the factors a firm considers when designing a channel of distribution. (LO4)
5. What is meant by the terms multi-channelling and contract marketing? Briefly explain. (LO3)
4. What are the basic functions associated with wholesaling? Briefly explain. (LO2)
3. What is the difference between a direct channel and an indirect channel? Under what conditions would a company select one option or the other? (LO2)
2. What is the basic role of intermediaries in the channel of distribution? (LO1)
1. What is distribution planning? (LO1)
LO7 Describe the key logistics marketing functions in a supply chain. (pp. 282–286)
LO6 Explain how supply chain management systems are improving operational efficiency in the channel of distribution. (pp. 280– 282)
LO5 Explain the concept of integrated marketing systems. (pp. 278– 280)
LO4 Describe the nature of relationships between members of a channel of distribution. (pp. 276–278)
LO2 Describe the influences that are considered when selecting a distribution channel. (pp. 273–276)
LO2 Evaluate new channel strategies as a means of gaining competitive advantage. (pp. 270–273)
LO1 Describe the structure of different types of distribution channels. (pp. 266–270)
LO1 Define distribution planning, and describe the role of intermediaries in the distribution channel. (pp. 264–266)
8. A retailer regularly sells private label blue jeans for $29.99. A semi-annual sale is planned and the jeans will go on sale for$19.99. What is the percentage markdown on the selling price?
7. A retailer buys a new line of toasters from a manufacturer at a unit cost of $120.00. The desired profit margin for sale of the items in the store is 40%. What is the retail selling price?
6. A retailer buys t-shirts for $10.00 and wants to sell them for$13.00. What is the percentage markup on cost?
5. A belt manufacturer believes consumers will pay $25.00 for one of its belts. The belts are first sold to a wholesaler who then sells them to a retailer. The manufacturer’s markup to wholesalers is 25 percent, and the wholesalers take a markup of 15 percent in selling to retailers. What price
4. A manufacturer has total fixed costs of $54 000. Variable costs are$2.50 per unit. The product sells for $8.00. What is the breakeven point in units?
3. A manufacture of microwave ovens has fixed costs of $250 000, and variable costs are $175 for each unit produced. The company would like to make a profit of $20 000 on the production of 200 units. What selling price must the company charge?
2. Calculate the break-even point in units and dollars, given the following information:Fixed Costs = $300 000 Variable Costs = $0.75 per unit Selling Price = 2.50% per unit
1. Given the following information, calculate the unit price, using the cost-plus pricing method:Fixed Costs = $350 000 Variable Costs = $65.00 per unit of production Profit Objective = $29 500 based on a production level of 600 units.
3. Airlines and hotels charge different prices for their seats and rooms based on when a customer completes a reservation (e.g., reserve late and you might get a better deal). Is this practice fair to consumers? Offer appropriate justification for your position.
2. Conduct some online research to examine regular-season ticket prices for the Toronto Maple Leafs as well as another team of your choosing. Why can the Maple Leafs charge so much more for tickets? Are its prices justifiable?
1. Visit a few quick-serve restaurants in your area and assess the pricing tactics that each establishment uses. Are they similar or different? Does one of the establishments have a more effective pricing plan? Explain.
17. What is predatory pricing? Briefly explain. (LO6)
16. Explain the tactics of bait and switch pricing and double ticketing.(LO6)
15. What is the difference between uniform delivered pricing and zone pricing? Under what conditions is one option better than the other? (LO5)
14. What is the difference between F.O.B. origin pricing and F.O.B.destination pricing? (LO5)
13. What is flexible pricing? Briefly explain. (LO5)
12. What does multiple-unit pricing refer to? (LO5)
11. What is a loss leader? (LO5)
10. What objectives do the following pricing tactics help achieve? (a)slotting allowance, (b) off-invoice allowance, (c) performance allowance. (LO5)
9. Briefly explain the role and nature of the following discounts: (a)quantity discounts, (b) trade discounts, (c) performance allowances, (d) rebates. (LO5)
8. What is competitive pricing? Provide some new examples of companies or brands that practice above competitor pricing and below competitor pricing. (LO4)
7. What is the difference between a price skimming strategy and a price penetration strategy? (LO4)
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