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business
intermediate financial management
Financial Management And Policy 12th Edition James C. Van Horne - Solutions
7-14 Using the chain ratio method described in Appendix 2:Marketing by the numbers, estimate the market potential in the military (active duty and veterans) market in the USA. Could this model be used in other countries —using the same approach, estimate the market potential in some of those
7-13 Discuss the factors used to evaluate the usefulness of the military personnel segment. (AACSB: Communication;Reflective thinking) pg95
7-12 Give an example of a company that is countering this trend by offering more realistic dolls for young girls.(AACSB: Communication; Reflective thinking) pg95
7-10 Can manufacturers use SoLoMo? Find examples of or make suggestions as to how manufacturers can use this type of targeting. (AACSB: Communication; Reflective thinking) pg95
7-9 Search the Internet to find examples of retailers using SoLoMo and similar new technologies to target and engage potential customers, or describe your personal experience as a shopper in this type of retail technology environment. (AACSB: Communication; Use of IT; Reflective thinking) pg95
7-6 Advertisers use market segmentation when promoting products to consumers. For each major consumer segmention variable, find an example of a print ad that appears to be based on that variable. For each ad, identify the target market and explain why you think the advertiser is using the
show. What competitive advantage does the show pg95 have over existing shows? How many and which differences would you promote? (AACSB: Communication;Reflective thinking) pg95
7-5 Discuss the criteria that should be evaluated in determining which differences a company should promote in its products. (AACSB: Communication) pg95
7-4 Explain how a company differentiates its products from competitors’ products. (AACSB: Communication) pg95
7-3 Explain how companies segment international markets.(AACSB: Communication) pg95
7-2 Compare and contrast consumer and business market segmentation. (AACSB: Communication) pg95
7-1 Name and describe the four major steps in designing a customer-driven marketing strategy. (AACSB:Communication) pg95
4. How can the Industrial Internet potentially benefit B-to-C markets and customers? What impact might it have and in what ways? pg95
3. B-to-B marketers at GE used the creative concept of Datalandia to promote the potential benefits of the Industrial Internet. What approach to marketing the Industrial Internet would you take to a variety of B-to-B stakeholders such as customers, the business media and government accounts? pg95
2. Business buyers focus on benefits (e.g. cost savings through equipment efficiency) rather than features (e.g. the colour of a piece of equipment). What are the potential benefits of the Industrial Internet for business buyers? pg95
1. What are the specific benefits of the Industrial Internet for each member of the buying centre? What is the key message that needs to be communicated to each member? pg95
6-15 If each sales rep earns a salary of €60,000 per year, what sales are necessary to break even on the sales force costs if the company has a contribution margin of 40 per cent?What effect will adding each additional sales representative have on the break-even sales? (AACSB:
6-14 Refer to Appendix 2: Marketing by the numbers to determine the number of salespeople a company needs if it has 3,000 customers who need to be called on ten times per year. Each sales call lasts approximately 2.5 hours, and each sales rep has approximately 1,250 hours per year to devote to
6-9 Research mobile procurement and discuss the roles in the buying centre that are impacted most by this technology.(AACSB: Communication; Reflective thinking) pg95
6-8 Discuss the advantages of e-procurement to both buyers and sellers. What are the disadvantages? (AACSB: Communication;Reflective thinking) pg95
6-13 How would other company employees interpret your acceptance of this invitation? pg95
6-12 Do you think the supplier will expect ‘special’ treatment in the next buying situation? pg95
6-11 Just because it is not specifically mentioned in the employee manual, would you be acting ethically if you accepted? pg95
6-10 Do you accept or decline the invitation? pg95
6-6 Kaizen. Seiri. Seiton. Seiso. Seiketsu. Shitsako. Jishuken .These Japanese words are related to continuous quality pg95 improvement and are applied in supplier development programmes, particularly Toyota’s. Research Toyota’s Production System (TPS) and describe how these concepts are
6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions. (AACSB: Communication) pg95
6-4 List the steps for a typical new task buying process.What is product value analysis and in which step of the buying process does it occur? (AACSB: Communication;Reflective thinking) pg95
6-3 Discuss the major influences on business buyers.(AACSB: Communication) pg95
6-2 Explain what is meant by systems selling and discuss why it is a preferred approach to buying for many organisations. (AACSB: Communication; Reflective thinking) pg95
6-1 Explain how the market structure and demand differ for business markets compared to consumer markets.(AACSB: Communication; Reflective thinking) pg95
➤ Objective 4 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions. pg95 Institutional and government markets (pp. 180–182)
➤ Objective 3 List and define the steps in the business buying decision process. pg95 pg95E-procurement and online purchasing (pp. 179–180) pg95
➤ Objective 2 Identify the major factors that influence business buyer behaviour.Business buyer behaviour (pp. 172–176) pg95
➤ Objective 1 Define the business market and explain how business markets differ from consumer markets.Business markets (pp. 170–172) pg95
5. What role does the Porsche brand play in the self-concept of its buyers? pg95
4. Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand? pg95
3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s? pg95
2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer. pg95
1. Analyse the buyer decision process of a traditional Porsche customer. pg95
5-9 Summarise the FTC’s disclosure rules on using social media to promote products and services. Does the blogger you reviewed in the previous question follow these rules? Explain. (AACSB: Communication; Reflective thinking)pg95
5-8 Find an example of a blog on a topic that interests you.Are there advertisements on the blog? Does the blogger appear to be sponsored by any companies? Is there information regarding sponsorship? Write a brief report of your observations. (AACSB: Use of IT; Communication;Reflective thinking)pg95
Could you use the marketing research process to analyse your career opportunities and job possibilities? (Think of yourself as a ‘product’ and employers as potential ‘customers’.)What would your research plan look like? pg94
What specific kinds of research can VisitScotland use to learn more about its customers’preferences and buying behaviours? Sketch out a brief research plan for VisitScotland’s next project pg94.‑
discuss the special issues some marketing researchers face, including public policy and ethics issues pg94‑
explain how companies analyse and distribute marketing information‑
outline the steps in the marketing research process‑
define the marketing information system and discuss its parts‑
explain the importance of information to the company and its understanding of the marketplace pg94‑
Is the marketing environment uncontrollable – something that the company can only prepare for and react to? Or can companies be proactive in changing environmental factors?Think of a good example that makes your point, then read on. pg94‑
How are major demographic forces linked with economic changes? With major cultural trends? How are the natural and technological environments linked? Think of an example of a company that has recognised one of these links and turned it into a marketing opportunity. pg94‑
identify the major trends in the firm’s natural and technological environments pg94‑ explain the key changes in the political and cultural environments pg94‑ discuss how companies can react to the marketing environment pg94‑
explain how changes in the demographic and economic environments affect marketing decisions pg94‑
describe the environmental forces that affect the company’s ability to serve its customers pg94‑
list the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing pg94‑
describe the elements of a customer-driven marketing strategy and mix, and the forces that influence them pg94‑
explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value pg94‑
discuss how to design business portfolios and develop growth strategies pg94‑
explain company-wide strategic planning and its four steps pg94‑
Think of a company for which you are a ‘true friend’. What strategy does this company use to manage its relationship with you? pg94‑
How well does Ford manage its relationships with customers? What CRM strategy does it use? Compare the relationship management strategies of Tesco and Asda. pg94‑
14-13 Determine the advertising-to-sales ratios for two competing companies and compare them to the industry advertising-to-sales ratio found above. Why do you think there is a difference between competitors and the industry average? (AACSB: Communication; Use of IT;Analytical reasoning; Reflective
14-12 Find industry advertising-to-sales ratio data. Why do some industries have higher advertising-to-sales ratios than others? (AACSB: Communication; Use of IT; Reflective thinking) pg94
14-11 Find other examples of marketers creating controversy by promoting culture-based products that could be viewed as inappropriate by others outside of that culture. (AACSB: Communication; Reflective thinking) pg94 Marketing by the numbers:advertising-to-sales ratios Using the
14-10 Since lighter skin and skin whitening are popular in Thailand, is it wrong for marketers to offer and promote products that encourage this belief and behaviour? Explain why or why not. (AACSB: Communication;Reflective thinking; Ethical reasoning) pg94
A Unilever brand in Thailand ran into some problems with one of its promotion campaigns, the ‘Citra 3D brightening girls search’. Citra Pearly White UV Body Lotion is marketed as a skin-whitening product. Skin whitening is popular in many Asian countries because lighter skin colour is
14-9 Debate whether or not current regulations and guidelines regarding online advertising are adequate for this 428 pg94 PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX type of promotion. Is it likely that the regulators will issue new guidelines or regulations? (AACSB:
14-8 Find examples of native advertising on various publishers’websites. Create a presentation with screen shots showing the content and how it is identified. Has the content been shared with others via social media?(AACSB: Communication; Use of IT) pg94
Marketers have always advertised in traditional media such as newspapers, television and magazines, but today they are increasingly creating content for the online platforms of these media through native advertising , also called sponsored content.This form of promotion is not new. It dates back to
14-7 Find three examples of advertisements that incorporate socially responsible marketing in the message. Some companies are criticised for exploiting social issues or organisations by promoting them for their own gain. Do the examples you found do that? Explain. (AACSB: Communication;Ethical
14-6 Marketers use Q Scores to determine a celebrity’s appeal to his or her target audience. Research Q Scores and write a report of a celebrity’s Q Score for the past several years. If the score changed considerably, what could be the reason? What other types of Q Scores are there besides
14-5 In a small group, select a company and research its marketing communications activities for the past several years.Has the company changed its advertising campaign in that time? Has the type of appeal remained the same or has it changed? Create a presentation of your findings. (AACSB:
14- 4 Name and describe the two basic promotion mix strategies.In which strategy is advertising more important?(AACSB: Communication; Reflective thinking) pg94
14-3 Name and briefly describe the nine elements of the communications process. Why do marketers need to understand these elements? (AACSB: Communication;Reflective thinking) pg94
14-2 Why is there a need for integrated marketing communications and how do marketers go about implementing it? (AACSB: Communication; Reflective thinking) pg94
14-1 List and briefly describe the five major promotion mix tools. (AACSB: Communication)
Socially responsible marketing communication(pp. 424–425) pg94
➤ OBJECTIVE 4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.Setting the total promotion budget and mix(pp. 420–424) pg94
A view of the communication process (pp. 412–414)Steps in developing effective marketing communication pp. 414–420) pg94
➤ Objective 3 Outline the communication process and the steps in developing effective marketing communications pg94
➤ Objective 2 Discuss the changing communications landscape and the need for integrated marketing communications. pg94 Integrated marketing communications (pp. 409–412)
➤ Objective 1 Define the five promotion mix tools for communicating customer value.The promotion mix (pp. 408–409) pg94
4. What recommendations would you make to Auchan’s management for the future of their global business? pg94
3. What are Auchan’s long-term prospects and what threats does the company face in its dependence on emerging markets? pg94
2. As a retail brand, assess the Auchan retail strategy with respect to segmentation, targeting, differentiation and positioning. pg94
1. Describe Auchan according to the different types of retailers discussed in this chapter. pg94
13-14 If this company’s stockturn rate was 3.5 last year, is the stockturn rate calculated above better or worse?Explain. (AACSB: Communication; Reflective thinking)
13-13 Refer to Appendix 2: Marketing by the numbers, and determine the stockturn rate of a retailer carrying an average inventory at cost of €350,000, with a cost of goods sold of €800,000. (AACSB: Communication;Analytical reasoning) pg94
13-12 Discuss the impact the Marketplace Fairness Act will have on small retailers in the US. Is it fair that small retailers should have to collect sales taxes on online sales to customers outside of their state? (AACSB: Communication; Ethical reasoning;Reflective thinking) pg94
13-11 Why did Amazon change its position regarding online sales taxes and why does it now support the Marketplace Fairness Act? (AACSB: Communication; Reflective thinking) pg94
13-10 Create a presentation to give to local retailers in your locality explaining how they can effectively use online, mobile and social media marketing to engage customers and enhance their business. (AACSB: Communication;Reflective thinking) pg94
13-9 Find an example of a local retailer in your country or locality that uses online, mobile and social media marketing.Interview the owner of the store or restaurant and ask about the challenges and successes they’ve experienced when implementing this strategy. (AACSB:Communication; Use of IT;
13-8 The majority of shoppers agree that online reviews can be very helpful. However, some online reviews are fake.Research this issue and write a report on how to spot fake online reviews and the steps retailers take to minimise fake reviews. (AACSB: Communication; Use of IT;Reflective thinking)
13-7 Deciding on a target market and positioning for a retail store are very important marketing decisions.In a small group, develop the concept for a new retail store. What is the target market for your store? How is your store positioned? What retail atmospherics will enhance this positioning
13-6 Visit a local shopping centre where you are and evaluate five stores. What type of retailer is each of these stores? What is the target market for each? How is each store positioned? Do the retail atmospherics of each store enhance this positioning effectively to attract and satisfy the target
13-5 Compare and contrast brokers and agents with merchant wholesalers. (AACSB: Communication; Reflective thinking) pg94 Critical-thinking exercises
13-4 Explain how wholesalers add value in the channel of distribution. (AACSB: Communication) pg94
13-2 Define the concept of shopper marketing and explain why it has grown in prominence.(AACSB: Communication) pg94
13-1 Explain how retailers can be classified based on the amount of service offered and give an example of each retailer type. (AACSB: Communication; Reflective thinking) pg94
➤ O bjective 4 E xplain the major types of wholesalers and their marketing decisions.Wholesaling (pp. 393–397) pg94
➤ O bjective 3 D iscuss the major trends and developments in retailing. pg94 Retailing trends and developments (pp. 386–392)
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