Marketing 3rd Edition Dhruv Grewal, Michael Levy, Shane Mathews, Paul Harrigan, Tania Bucic, Foula Kopanidis - Solutions

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Do you think Apple can continue to grow by developing breakthrough products that create new markets, as it did with the iPod, iPhone, and iPad? LO.1
In 2013, Apple introduced the iPhone 5c to attract consumers who were not willing or able to pay a premium for an Apple device. The price was about $100 less than the top-of-the-line 5s. Was this the right pricing decision? LO.1
Do you own a smartphone? If so, which brand did you buy, and why? LO.1
Identify the key elements in McDonald’s global marketing strategy. Despite a slowdown in global fast-food consumption, McDonald’s continues to be a success story. What is the key? Does McDonald’s think globally and act locally? Does it also think locally and act globally? LO.1
Assess the changes McDonald’s is making to its marketing strategy in the United States and around the world. LO.1
Is it realistic to expect that McDonald’s—or any well-known company—can expand globally without occasionally making mistakes or generating controversy? Why do antiglobalization protesters—and sometimes government officials—target McDonald’s? LO.1
Do you think government officials in developing countries such as Russia, China, and India welcome McDonald’s? Do consumers in these countries welcome McDonald’s? Why or why not? LO.1
Ben & Jerry’s Homemade is a quirky ice cream marketer based in Burlington, Vermont. Founders Ben Cohen and Jerry Greenfield are legendary for their enlightened business practices, which include a three-part mission statement: product mission, financial mission, and social mission. When the
In 2009, Italy’s Fiat acquired a 20 percent stake in Chrysler, another iconic American company. Are you familiar with Fiat? What do you think CEO Sergio Marchionne hoped to accomplish with this deal? How might Chrysler benefit from the alliance? LO.1
Anheuser-Busch has long enjoyed a reputation as a very desirable place to work. Executives were awarded wellappointed corporate suites and traveled on corporate jets;many had secretaries as well as executive assistants. When managers took commercial flights, they flew first class. Most employees
There’s a saying in the business world that “nothing fails like success.” Take Gap, for example. How can a fashion retailer that was once the source for wardrobe staples such as chinos and white T-shirts suddenly lose its marketing edge? Motorola also fell victim to its own success. The
Each July, Fortune publishes its Global 500 listing of the world’s largest companies. You can find the current rankings online at www.fortune.com/global500/. Alternatively, you can consult the print edition of Fortune. Browse through the list and choose any company that interests you. Compare its
Identify and briefly describe some of the restraining forces that impede the growth of global marketing. LO.1
Describe the four strategies in the product/market growth matrix. Explain how a financial institution may use these strategies to grow its global business. LO.1
Describe the differences among ethnocentric, polycentric, regiocentric, and geocentric management orientations. LO.1
Discuss the differences between the global marketing strategies of Harley-Davidson and Toyota. LO.1
UK-based Burberry is a luxury fashion brand that appeals to both genders and to all ages. To improve Burberry’s competitiveness in the luxury goods market, CEO Christopher Bailey recently updated the marketing program put in place by his predecessor.The strategy addresses key markets that
How does Michael Porter’s five forces competition model create a platform for achieving competitive advantage in the global market? Why is it necessary for some companies to change their strategic focus? LO.1
What is meant by “global localization”? Is Coca-Cola a global product? Explain. LO.1
What are the basic goals of marketing? Are these goals relevant to global marketing? LO.1
Discuss the driving and restraining forces affecting global integration today. LO.1
Explain the stages a company goes through as its management orientation evolves from domestic and ethnocentric to global and geocentric. LO.1
Identify the companies at the top of the Global 500 rankings. LO.1
Compare and contrast single-country marketing strategy with global marketing strategy (GMS). LO.1
Describe how companies in global industries pursue competitive advantage. LO.1
Use the product/market growth matrix to explain the various ways a company can expand globally. LO.1
9. You were recently hired by a multichannel retailer that promotes itself as an Australian firm selling only Australian-made goods. The products featured in advertising and in catalogues tell stories of the firms that produced the goods in Australia. The sales response to the firm’s
8. Avanti Bikes has designed the Vapour, an off-road bicycle designed to stand up to the rugged conditions of mountain biking. Develop a theme for an advertising strategy that ensures all three components of attitude are positively covered.
5. Explain the factors that affect the amount of time and effort that a consumer might take when choosing an oral surgeon to remove their wisdom teeth. How would your answer change if the consumer were looking for a dentist for a cleaning?How should the office manager for a dental practice use this
4. Does buying Cheerios cereal satisfy a consumer’s functional or psychological need? How might this information help a Cheerios brand manager better promote the product?
3. Identify and describe the three social factors that influence the consumer decision process. Provide an example of how each of these might influence the purchase of the necessary goods and services for a camping trip by the whole family.
2. When evaluating different alternatives for a Saturday-night outing to a fine dining restaurant, explain the difference between the universal set, the retrieval set and the evoked set. From which set of alternatives is the consumer most likely to choose the restaurant?
1. When consumers buy a new notebook computer, what sort of information search would they conduct (internal versus external)? If you were a marketing manager for Dell, how would you use this information?
6. ‘When consumers see what they want to see’ sums up the whole notion of:a. motivationb. perceptionc. subliminal messagingd. attitude.
5. When Claire bought a new coat on sale, her concern that the product will not be consistent with her self-image deals with:a. functional riskb. psychological riskc. physical riskd. time risk.
4. Which of the following is not part of the process stage of the model of consumer decision-making?a. Evaluation of alternativesb. Need recognitionc. Triald. Prepurchase search
3. Danae has decided the criteria she is going to use in determining which dishwasher to purchase. She is now collecting information on how some of the brands on the market perform in terms of these criteria. Danae is using:a. routine problem-solvingb. extensive problem-solvingc. limited
2. When Marlon decided to buy a new computer, he thought about all of the brands he could recall seeing advertised, but he would consider only those brands he could buy at his local electronics store. This represents Marlon’s _____ set.a. universalb. retrievalc. evokedd. deterministice.
1. Teddy has a nearly new economy car but wants a sports car. If he decides to purchase a sports car, he will be primarily fulfilling needs.a. functionalb. postpurchasec. safetyd. psychologicale. functional and psychological
2. Customers use a variety of methods to provide feedback to companies about their experiences. Check out the website Product Review (www.productreview.com.au). Look over the reviews for Optus by typing ‘Optus’ in the company search space. Summarise some of the most recent comments. What is the
1. Visit the Shopkick site (www.shopkick.com), click on ‘About us’ at the bottom and describe the benefits it offers consumers. How are these offers likely to influence consumers’ behaviour? What kinds of need appeals does this company make to encourage shoppers to join?
3. Why would a ‘try it before you buy it’ approach appeal to such a cohort?
2. Name three social factors that influence the decision-making of the potential ADF recruits in this case.
1. What psychological needs are involved in the decision-making of a person considering the recruitment process in this case?
LO 5.6 Describe how involvement influences the consumer decision process.
LO 5.5 List the factors that affect the consumer decision process.
LO 5.4 Discuss postpurchase outcomes.
LO 5.3 Describe the factors that affect information search.
process.LO 5.2 Describe the difference between functional and psychological needs.
LO 5.1 Articulate the steps in the consumer buying
2. Some Australian consumers are purchasing hybrid or electric vehicles even though they are more expensive when compared to compact conventional cars. Car marketers recognise that these consumers:a. value contributing to a greener environmentb. are economically irrationalc. are responding to
1. Recently, Jason, one of the few people not to have registered with the Do Not Call Registry, received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs. Jason was shocked and very concerned about:a. his financial situationb.
2. Check out Google Trends (www.google.com.au/trends) and identify examples that would provide marketers with insights regarding social trends.
1. Natures Organics is a company set up to create environmentally responsible products and make them more readily affordable to Australian families. Visit its website (www.naturesorganics.com.au) and review the philosophy behind the business. Next, review the site to identify the products the
4. Explain who are Gupta’s customers. Are they consumers? Are they the only beneficiaries of his plans?
3. What lessons and benefits can marketers from other industries draw from Gupta’s actions?
2. The Numurkah solar farm in Victoria was built by French renewable energy company Neoen. Research the farm, describe its capabilities and discuss what the energy generated will be used for and its connection to Gupta.
1. Which macroenvironments is Gupta responding to? How are these connected?
LO 4.4 Identify various social trends that impact marketing.
LO 4.3 Describe the differences among the various generational cohorts.
LO 4.2 Explain why marketers must consider their macroenvironment when they make decisions.
LO 4.1 Outline how customers, the company, competitors and corporate partners affect marketing strategy.
7. Choose a company that you believe is particularly socially responsible. How do you justify your choice? What counterarguments might someone make to suggest that your chosen company is not responsible? Consider all key stakeholders in developing both sides of the argument.
6. A health inspector found some rodent droppings in one batch of muesli made by this same company (in Question 5).What should the company do? Base your decision on the ethical decision-making metric in Figure 3.4.
5. A company that makes muesli and other ‘healthy’ foods has the following mission statement: ‘Our goal is to profitably sell good-tasting, healthy products and to better society’. Although its products are organic, they are also relatively high in sugar and calories. The company gives a
4. Based on the evaluation you developed for Question 3, provide responses to the ethical decision-making metric from Figure 3.4. Provide a rationale for your score for each question.
3. A clothing company gives generously to charities and sponsors donation drives to help lower-income teen girls get reasonably priced formal dresses. It also locates its manufacturing plants in countries with few labour laws, such that it does not know if children are working in its factories, and
2. Develop an argument for why a cosmetics manufacturer should build and maintain an ethical climate.
1. Why are marketers more likely to be faced with more ethical dilemmas than members of other functional areas, such as finance, accounting or real estate?
2. The Harvestville school board is concerned about deteriorating school facilities, combined with a shrinking budget.The board began by studying the issue and then identified parents, children, teachers, staff and taxpayers as groups who have a vested interest in solving the problem. The school
1. Burger King’s Whopper Sacrifice campaign was seen to be a violation of the ethical norms of social media because:a. it compromised users’ privacyb. it promoted stereotypes of people who consume fast foodc. it was unfair to employees at Burger Kingd. it went against the purpose of social
2. An increasing number of firms are stating their strong commitment to corporate social responsibility initiatives.The Corporate Social Responsibility Newswire (CSRwire) keeps track of these various initiatives and posts stories on its website about what various corporations are doing. What are
1. Perhaps no subdiscipline of marketing receives more scrutiny regarding ethical compliance than direct marketing, a form of non-store retailing in which customers are exposed to and purchase merchandise or services through an impersonal medium such as telephone, mail or the internet. Ethical
4. If you were the CEO or manager of a firm, how could you make sure that your firm avoided greenwashing practices?
3. How do confectionery brands make claims that can’t be backed up? What other food categories or industries similarly make claims that can’t be backed up?
2. Why do companies engage in greenwashing?
1. Explain what greenwashing is.
LO 3.5 Describe the ways in which corporate social responsibility programs help various stakeholders.
LO 3.4 Describe how ethics can be integrated into a firm’s marketing strategy.
LO 3.3 Identify the four steps in ethical decision-making.
LO 3.2 Distinguish between ethics and social responsibility.
LO 3.1 Identify the ethical values marketers should embrace.
7. Make sure your LinkedIn profile is up to date. Make it reflect the type of career you want. If you want to go further, get on Twitter and follow key people in the field you are interested in; for example, if it is social media marketing, just search for this and it will list key people talking
6. As a new employee of Subway, you have been asked to develop a social media campaign for a new sub. The objective of the campaign is to increase awareness and trial of the new line of subs. How would you go about putting such a campaign together?
5. Assume you work for a large consumer packaged-goods firm that has discovered that its latest line of snack foods is moving very slowly off store shelves. Recommend a strategy for listening to what consumers are saying on blogs, review sites and the firm’s website. Describe how your strategy
4. If you were marketing a new running shoe, what sort of mobile applications might enhance your marketing efforts?
3. Suppose a herbal tea company introduced a new product called ‘mint-enhanced tea’—mint and lemon herbal tea. How should it go about creating excitement using various social and mobile media tools?
2. Using the components of the 4E framework, outline how an entrepreneur marketing T-shirts can augment or enhance their marketing mix efforts.
1. Evaluate CBA’s social media strategy using the 4E framework.
2. Crowdsourcing is a means of starting off:a. social customer serviceb. customer data managementc. product/service co-creationd. social CRM.
1. Reebok is actively offering online coupons on Facebook. It is probably trying to:a. excite consumersb. educate consumersc. provide experiences to consumersd. allow customers to engage with the firm.
1. Go to www.facebook.com/business and learn about how to build pages, ads and sponsored stories and take advantage of mobile applications. What are some of the steps that Facebook suggests a person consider when marketing using ads?
4. In what ways did the ‘Share a Coke’ campaign appeal to the distinct digital consumer elements?
3. What are some of the other digital metrics Coca-Cola could have used?
2. What challenges will confront Coca-Cola in the digital space?
1. What is the fundamental reason for the success of the ‘Share a Coke’ campaign?
5. Why do marketers such as Procter and Gamble (P&G) find it important to embrace societal needs and ethical business practices? Provide an example of a societal need or ethical business practice that P&G is addressing.
4. Assume you have been hired by the marketing department of a major consumer products manufacturer, such as Nike.You are having lunch with some new colleagues in other departments—finance, manufacturing and logistics. They are arguing that the company could save millions of dollars if it just
3. Mercedes-Benz manufactures a range of vehicles at varying price points. Is it better for the company to make just one car for everyone or to make many different models that will suit different target markets? Which approach will offer better value to customers? Justify your answer.
2. People can apply marketing principles to finding a job. If the person looking for a job is the product, describe the other three Ps.

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Marketing 3rd Edition Dhruv Grewal, Michael Levy, Shane Mathews, Paul Harrigan, Tania Bucic, Foula Kopanidis - Solutions

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