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global marketing
THINK Marketing 3rd Edition Keith Tuckwell, Marina Jaffey - Solutions
6. What is the difference between a profit maximization price objective and a sales maximization price objective? (LO3)
5. Briefly explain how cost reduction programs influence price decisions. (LO2)
4. Briefly explain how channel members influence price decisions.(LO2)
3. What are the differences between elastic demand and inelastic demand? How does each type of demand influence pricing decisions? (LO2)
2. What does price elasticity of demand mean? Briefly explain. (LO2)
1. What role does price play in attracting customers to a product or a retail establishment? (LO1)
LO5 Describe how legal issues can affect pricing strategy. (pp. 249– 251)
LO4 Explain the various pricing tactics an organization employs to motivate purchase. (pp. 242–249)
LO3 Describe the various pricing strategies an organization considers to achieve price objectives. (pp. 239–242)
LO2 Explain the differences among profit, return on investment, and sales pricing objectives. (pp. 238–239)
LO1 Describe the various factors that influence price decisions. (pp. 235–238)
LO1 Explain the importance of price in the development of marketing strategy. (pp. 233–234)
10. What type of distribution channel—direct or indirect—do not-forprofit organizations typically use? Why? (LO5)
9. What is cause marketing? Give an example. (LO4)
8. Briefly describe the various types of not-for-profit marketing.(LO4)
7. What is one major goal of not-for-profit marketing? (LO3)
6. Describe the basic differences between marketing for profitoriented and for not-for-profit organizations. (LO3)
5. How is pricing a service different from pricing a tangible product?(LO2)
4. “A service is an attribute or series of attributes offered to consumers.” What does this statement mean? (LO2)
3. How important a role do customers’ attitudes play in their decisions to purchase services? (LO1)
2. What are the tangible and intangible aspects of eating out at a restaurant? (LO1)
1. What are the four unique characteristics of services? (LO1)
3. Assume you are in charge of marketing for the following companies. Describe the quality of service offerings that would be given priority to attract and maintain customers.a. Airbnbb. Uberc. Cineplex Odeon Theatres
2. Review the concept of perishability of demand in the service industry. If you were in charge of marketing for the following organizations, what strategies would you recommend to overcome perishability of demand?a. Air Canada Centre (or any other major arena)b. Your post-secondary institution
1. If you were in the home-decorating business (painting and wallpapering), how would you convince do-it-yourselfers to use the service?
LO2 Discuss the role and importance of marketing strategy in not-for-profit organizations. (pp. 229–230)
LO4 Describe the types of not-for-profit marketing. (p. 228)
LO2 Explain the nature, scope, and characteristics of not-for-profit marketing. (pp. 226–228)
LO1 Describe the elements of the services marketing mix. (pp. 222– 225)
LO1 Outline the characteristics and behaviours that distinguish services marketing from product marketing. (pp. 218–222)
3. Test marketing is a step in the new product development process.In the chapter it was stated that some marketers see test marketing as an essential step, almost a mandatory step. Other marketers see it as a step that can be eliminated because it tips off competitors about an organization’s
2. In the continental and global product management section of the chapter, the concept of using strategies from other markets was discussed. Based on what you know about Canada and Canadian consumers (e.g., language and cultural backgrounds), is it practical to think that an advertising campaign
1. Provide examples of brands or companies that are using the following strategies to extend their life cycles: (a) entering new market segments, (b) altering the product, and (c) adding line extensions. Explain the strategy in each case.
10. What are the characteristics of each of the five adopter categories?(LO5)
9. Outline the five distinct steps in the adoption process. How might an understanding of this process influence marketing strategies and decisions? (LO5)
8. What is the difference between a fad and a fashion cycle? (LO4)
7. What is the product life cycle? Describe strategies an organization could use to extend the life cycle of a mature product. (LO4)
6. What is a reason a company might practise planned obsolescence? (LO3)
5. What are the specific marketing decisions a brand manager is responsible for? (LO3)
4. Which step in the new product development process involves assessing market demand for a product, calculating the costs of producing and marketing the product, and predicting sales revenue and profit? (LO2)
3. List the steps in the new product development process. What are some ways companies generate ideas for new products? (LO2)
2. Which management system or structure is the business-tobusiness market moving toward? (LO1)
1. What are the four different organizational structures or systems used to manage brands? (LO1)
LO4 Explain how the product adoption process influences the length and shape of a product’s life cycle. (pp. 212–214)
LO3 Identify the stages in a product’s life cycle, and discuss how a brand manager’s decisions are influenced at each stage. (pp. 206–211)
LO2 Discuss key decisions involved in managing current products. (pp. 203–205)
LO1 Describe the steps in the new product development process. (pp. 199–203)
LO1 Explain the different organizational structures used to manage brands. (pp. 196–199)
3. Watch a few YouTube “unboxing” videos for two different brands of smartphone, like an iPhone and a Samsung Galaxy. First, evaluate the packaging for each brand shown in the videos. Think about the amount of packaging used, the information provided on the package, the package’s function,
2. Examine the phenomenon of cult brands. Identify a cult brand, and present an opinion on why the brand is so popular with the loyal consumers who buy it.
1. Many Canadians are trying to make healthier food choices. But how much can they rely on the health information on food labels?Conduct some secondary research to find out what and how information must be displayed on labels of packaged food products in Canada. Should manufacturers of packaged
10. What is brand equity? How is it determined? (LO6)
9. Distinguish among brand recognition, brand preference, and brand insistence. (LO6)
8. What are the benefits of branding? (LO5)
7. What are the three functions of a label? (LO4)
6. What are the basic functions of a package? (LO4)
5. What does a multibrand strategy refer to? (LO3)
4. What is the difference between an individual brand strategy and a family brand strategy? (LO3)
3. What are the three classifications of industrial (business) goods?(LO2)
2. Describe the characteristics of the following goods: (LO2)a. Convenience goodsb. Shopping goodsc. Specialty goods
1. What is the difference between product line depth and product line width? Provide some examples other than those in the text to illustrate the difference. (LO1)
LO1 Describe the various stages of brand loyalty and how brand equity is created. (pp. 190–192)
LO4 Explain the benefits of branding. (p. 190)
LO3 Discuss the role of packaging and labelling in the development of product strategies. (pp. 183–190)
LO2 Explain the role and importance of branding strategies. (pp. 178–183)
LO1 Describe how consumer and business goods are classified. (pp. 175–178)
LO1 Explain the total product concept and product mix. (pp. 172– 174)
4. Provide a new example of a company or brand that has recently implemented a repositioning strategy. What marketing mix strategies were employed to alter consumer perceptions of the brand? How effective have the marketing strategies been?
3. Conduct some secondary research to update the status of location-based marketing in Canada. Has this marketing tool benefited Canadian companies? Provide some examples to verify the benefits of this form of marketing.
2. How important is it for an organization to devise specific marketing strategies for the Quebec market? Should unique strategies be developed for other regions and other cultural groups that exist in major urban areas? Discuss and offer an opinion on the issue.
1. Can one branded product be successfully positioned to be attractive to several different target markets (e.g., Generation Y and baby boomers) at the same time? Discuss and provide examples to strengthen your position.
10. Explain the relevance of positioning and repositioning in marketing practice. (LO3)
9. Briefly describe the four types of behaviour response segmentation, and provide an example of each. (LO2)
8. What is geodemographic segmentation, and how may it be applied in marketing practice? (LO2)
7. Why it is important for marketing organizations to monitor demographic and social trends in Canada? Briefly explain. (LO2)
6. What is the difference between demographic segmentation, psychographic segmentation, and geographic segmentation?Briefly explain. (LO2)
5. What is a target-market profile? (LO2)
4. What is the relationship between behavioural targeting and the concept of mass customization? Briefly explain. (LO1)
3. What is direct segmentation? Briefly explain. (LO1)
2. What is niche marketing, and what are the risks associated with this form of market segmentation? (LO1)
1. What is the difference between mass marketing and market segmentation? Briefly explain. (LO1)
LO2 Explain the concept of market positioning and its role in contemporary marketing practice. (pp. 161–168)
LO1 Describe the process used and information needed to identify and select target markets. (pp. 152–161)
LO1 Explain market segmentation, and differentiate among the different forms of market segmentation. (pp. 146–152)
5. Viking Air, a small aircraft manufacturer on the west coast, has designs for a new aircraft that it would like to sell to some of its existing customers as well as new customers. You are part of the sales team. How would your approach to selling to an existing customer be different from selling
4. Should lifestyle considerations be factored into the marketing of business-to-business goods and services? Are today’s new and younger managers any different from their predecessors?Conduct some research on this topic and develop a position on it.Provide relevant examples or illustrations to
3. “Developing partnerships with suppliers and customers is crucial to the success of business-to-business marketing organizations.”Do you agree or disagree with this statement? Justify your position.
2. How important is price (cost) in the B2B marketing equation today? Is it the most important variable that influences buying decisions, or must buyers consider other aspects of the mix as being equally important? Assess the situation, and present an opinion.
1. Find an example of each of the five main types of B2B organizations.
10. Does every B2B purchase decision need to go through all steps of the buying decision process? Give examples of B2B buying situations that would not go through all steps of the buying decision process. (LO4)
9. Briefly describe the steps in the decision-making process that organizations follow to make purchases. (LO4)
8. Explain the concept of e-procurement. What benefits does the eprocurement model offer a participating company? (LO3)
7. What role do gatekeepers have in a buying centre, and how do they influence the purchase decision? (LO3)
6. Distinguish between a buying committee and a buying centre.(LO3)
5. What is NAICS, and how do marketers use NAICS to segment B2B markets? (LO2)
4. Briefly describe the primary buying criteria in business-tobusiness buying situations. (LO2)
3. Explain the influence the following characteristics have on organizational buying behaviour: (LO2)a. Number of buyersb. Location of buyersc. Derived demand and joint demandd. Centralized purchasing
2. How is buying behaviour in the business market different from that in the consumer market? (LO2)
1. What are the five major buying groups comprising the businessto-business market? (LO1)
LO3 Explain the steps in the business-to-business buying decision process. (pp. 139–142)
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