Marketing Management: A Cultural Perspective 1st Edition Lisa Penaloza, Nil Toulouse, Luca Massimiliano Visconti - Solutions

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1. Why are first impressions formed on the internet about a service so important? What can a service firm do to ensure a favourable first impression online?
10. What do we mean by marketing people? Marketing places? Marketing ideas?
9. What are some ideas about the future of services?
8. How do marketers measure service quality?
7. What dimensions do consumers and business customers use to evaluate service quality? How do marketers work to create service quality?
6. Describe some popular means of marketing for services on the internet.
5. What are the physical and social elements of the service encounter?
4. What are core and augmented services? How do marketers increase market share with augmented services?
3. What is the goods/services continuum? What are goodsdominated services, equipment- or facility-based services and people-based services?
2. What is a service? What are the important characteristics of services that make them different from goods?
1. What are intangibles? How do basic marketing concepts apply to the marketing of intangibles?
1. What are the main reasons why companies try to be involved in ethical/socially responsible activities?
2. Are sales really affected by green issues in the services marketplace?
1. What is the future for hotels that are currently not adopting ‘green’ strategies?
11. How would you evaluate the Patent and Trademark Office website? Was it easy to navigate? Was it useful? What recommendations do you have for improving the website?
10. How long does a trademark registration last? How long does a patent last?
9. What are common-law rights regarding trademarks?
8. What are the benefits of trademark registration?
7. What do the symbols TM, SM and ® mean?
6. Who may file a trademark application? Do firms have to register a trademark? Explain.
5. What is a trademark? What is a service mark?
4. What does the term patent pending mean?
3. What happens if someone infringes on a patent?
2. Who may apply for a patent? Can foreign individuals or companies obtain a UK patent? Explain.
1. What is a patent? What can be patented?
10. Describe some of the different ways firms organise the marketing function to manage existing products. What are the ways firms organise for the development of new products?
9. What should marketers know about package labelling?
8. What are the functions of packaging? What are some important elements of effective package design?
7. What does it mean to license a brand? What is cobranding?
6. What is a national brand? A shop brand? Individual and family brands?
5. What is a brand? What are the characteristics of a good brand name? How do firms protect their brands?
4. How are products managed during the different stages of the product life cycle?
3. Explain the product life cycle concept. What are the stages of the product life cycle?
2. Why is quality such an important product strategy objective? What are the dimensions of product quality? How has e-commerce affected the need for quality product objectives?
Why do many firms have a product mix strategy?
What are some reasons for contracting a product range?
1. Why might a company decide to expand a product range?
1. Where does one draw the line between promotional marketing and blatant product misrepresentation?
1. If the benefits are obvious, why have companies not done this before?
1. What are the ethics involved in such tactics as stock destruction as opposed to price reduction?
5. What are some ways to implement your recommendation?
4. What decision(s) do you recommend?
3. What are the alternatives?
2. What factors are important in understanding this decision situation?
1. What is the decision facing Starbucks?
10. List and explain the categories of adopters.
9. What is a test market? What are some pros and cons of doing test markets?
8. List and explain the steps in developing new products.
7. What are the types of innovations?
6. What is a new product? Why is understanding new products so important to marketers?
5. What types of products are bought and sold in businessto-business markets?
4. What is an unsought product? How do marketers make such products attractive to consumers?
3. What are the main differences among convenience, shopping and speciality products?
2. What is the difference between a durable good and a non-durable good? Provide examples of each.
1. What is the difference between the core product, the actual product and the augmented product?
2. Do you think it is just a clever strategy of Coca-Cola or it is actually deceiving its consumers?
1. What do you think about a big multinational company such as Coca-Cola repackaging tap water and selling it to the public at a high price?
2. Discuss the pros and cons of this approach.
1. Should pharmaceutical companies be mandated by law to sell their products at lower prices in poor countries?
5. What steps should be followed to implement your suggestion?
4. What suggestion(s) for a health conscious product do you recommend?
3. Which types of segmentation and targeting strategies are PizzaExpress implementing in this case?
2. What factors are important in understanding these decisions?
1. What is/are the decision(s) facing PizzaExpress?
4. In what ways could CRM help the company conduct successful target marketing and positioning of the product?
3. From your review of the website as well as your knowledge of the product, write out a positioning statement for the product. Keep it to a few sentences; start out with ‘Product X is positioned as . . .’
2. Describe the top three target markets for the product you selected. What makes these particular targets so attractive?
1. What market segmentation approaches do you believe are most relevant for your chosen product given the type of product it is? Why do you recommend these over other possible approaches?
2. Customer relationship management (CRM) focuses on share of customer, lifetime value of the customer, customer equity and high-value customers. What do you think are some problems with replacing earlier concepts such as share of market with these concepts?
1. One of the criteria for a usable market segment is its size.This chapter suggested that to be usable, a segment must be large enough to be profitable now and in the future and that some very small segments get ignored because they can never be profitable. So, how large should a segment be? How
10. Explain the concepts of share of customer, lifetime value of a customer and customer equity?
9. What is CRM? How do firms practise CRM?
8. What is product positioning? Describe the three approaches that marketers use to create product positions.
7. Explain undifferentiated, differentiated, concentrated and customised marketing strategies. What is mass customisation?
6. List the criteria used for determining whether a segment may be a good candidate for targeting.
5. What are some of the ways marketers segment industrial markets?
4. What is behavioural segmentation?
3. Explain consumer psychographic segmentation.
2. List and explain the major demographic characteristics frequently used in segmenting consumer markets.
1. What is market segmentation, and why is it an important strategy in today’s marketplace?
2. In order to maintain long-term success and profits, what must Chanel consider?
1. Identify other appropriate STP strategies that may be available to Chanel?
2. What are the advantages and disadvantages of re-positioning an established brand such as Oxfam?
1. Discuss Oxfam’s re-positioning strategy.
1. What is your opinion about the fact that ‘half of all children aged four don’t know their own name – but two-thirds of three-year-olds can recognise the McDonald’s golden arches’?
Now take the position of a marketing manager. The case has focused on consumers, on fi nancial market activity, and on government. Discuss the degree to which marketing managers in small and large fi rms are impacted by: (1) fi nancial market activity in the trading of their shares, in competing
For the case: You make the call. What is ethical and unethical? For whom? Take a position and explicate its interests and ethical challenges.
Return to the phrase, “Too big to fail.” What happens to failure when risk is marketized and managed via insurance, hedging, derivatives trading, lobbying, and government bailouts? Is failure then a matter of price? Is such failure ethically priced in the risk management discourses and
Compare and contrast ethics with laws. Account for their discrepancy.
Distinguish the traditional and the cultural approach to marketing ethics. Discuss the strengths and the weaknesses of each approach.
Please explain the author’s statement that “all products are services.”
To what extent has the author – in emphasizing the importance of consumption experiences – been hoist with his own petard?
To what extent do you, Dear Readers, (dis)agree that academic values have been sacrifi ced to commercial success in your own education?
In what ways does the present book illustrate or contradict the problems identifi ed by this chapter?
Assuming that “Professor M.B.H.” is actually the author, how and why might this chapter refl ect conscious or unconscious authorial biases?
How can “hyperconsuming” nations export the ideas in this chapter to stave off the adoption of this type of consumption ethos in developing nations? 1. In 2009, Starbucks Coffee Company doubled the amount of the coffee it bought from fair trade sources and became the world’s largest buyer of
Consider the phrase “Where’s the money in waste?” What entrepreneurial opportunities emerged after reading this chapter?
Go online and search for the different waste exchange and disposal options in your area. Look for ways to legally dispose of: (a) your company’s waste; and (b) your personal domestic waste.
Imagine you are to be employed in a new television show called CSI-Waste . Try to watch and track what happens to your trash or garbage once it leaves your home – how much do you know about what happens? Do the same for the organization where you work.
Refl ect on how you have been a “consumer” and a “citizen” over the past three months – are these confl icting or complementary roles? Illustrate to the class.

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Marketing Management: A Cultural Perspective 1st Edition Lisa Penaloza, Nil Toulouse, Luca Massimiliano Visconti - Solutions

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