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Marketing: Real People, Real Decisions 2nd Edition Michael R. Solomon, Greg Marshall, Elnora Stuart, Bradley Barnes, Vincent-Wayne Mitchell - Solutions
What are the various ways in which consumers can participate in the research process?
What are the challenges of using cross-disciplinary research teams?
How does using more than one research method improve the quality of consumer insights? What are the challenges of multi-method research?
Why are innovative approaches to studying cultural issues necessary?
What is the difference between innovation and creativity?
What is innovation? What is innovation in research?
Discuss the possibilities and diffi culties that face the culturally oriented marketing consultant.
It obviously means a lot whether a society is very poor or very rich – or somewhere in between – with regards to how life and its priorities are organized. However, that does not mean that culture is less relevant or less enriching in poor societies. Try to discuss and explain this based on the
What is the relationship between activity and discursivity (the “walking” and the “talking”) before and after the change in the corporate value structure? What are the consequences of the activity–discursivity relationship for how you conduct culturally oriented research in organizations?
What are the most important differences between a classical and a “cultural” perspective on brand values? Which ones are salient in the case of the Kjær Group?
How would you leverage brand loyalists and evangelists to promote your product?
How would you market the Twilight Saga in today’s marketplace? Come up with a marketing plan/strategy that defi nes the target market, the promotion/execution strategy, and the metrics that will determine the product’s success.
What makes the Twilight Saga such a successful brand community? What are the contributing factors?
What other brands practice cultural marketing and how do they do so?
What role does technology play in facilitating collective engagement and collective consumption?
What effect if any did the author’s engagement with the fans have on the overall power of the Twilight brand?
What lessons can be learned from the Twilight case?
In which ways does Twilight facilitate cultural marketing?
How does collective, collaborative consumption relate to cultural marketing?
For a brand of your choice, identify the criteria that you think have been used to segment the market. What segments emerge from this process? What “bottom-up” naturally occurring tribes exist or can be “activated” by your chosen brand?
Look at the CouchSurfi ng website (see http://www.couchsurfi ng.org/ ). Identify a list of companies or brands that could support this tribe. What issues do you think these companies could face in trying to support the tribe and how could these be overcome?
Make a list of the brands, companies, fi lms, books, bands or even famous people that you are most passionate about. Now go on the Internet and see if you can fi nd the existence of a tribe or brand community for each of your choices. How do you feel towards other people who use these sites? Do you
Take a closer look at the groups you have identifi ed; are they just groups or can they become a tribe? Which of these groups do you think is capable of taking part in some kind of collective action? Which of your groups could “do” things? And how could these groups be activated and become a
During the course of the past week, what groups do you knowingly (and perhaps unknowingly) belong to? Are some of these groups more important to your sense of “who I am”, to your identity, than others?
Have you ever been involved in a training session dedicated to improving your skills in the use of products and services of a specifi c brand? Could you develop a short personal introspection of what you experienced during and after this training session?
Look at the Heineken experience website ( www.heinekenexperience.com ). Do the same analyses as you did for the previous question.
Concerning a brand of your choice, analyze the three qualities of the brand store context. For the same brand in the same store, analyze the three categories of actions to support consumers in their appropriation process.
Could you recall your last visit to a museum or an exhibition? Exhibitions and museums are rich and stimulating environments, but visitors often do not enjoy the experience. According to what you lived, could you explain why there is nothing straightforward about enjoying this kind of experience?
Make a list of your favourite brands. Could you describe the types of brand experience contexts you have been immersed in for each of these brands?
Evaluate the prevalent practice of fi ring your customers. How does a cultural understanding of consumer–brand relationships inform this practice? Should fi rms fi re their customers? Why or why not?
What types of customer–brand relationships are the most valuable to fi rms? Why? What do fi rms have to do to build, nurture, and maintain these types of relationships?
Why must customer relationships be negotiated rather than managed by the fi rm? Think about the brands with which you have relationships. How would you characterize them by relationship type? What are the major rules that defi ne each of your types? What happens when your brands break these rules?
What are the stages through which consumer–brand relationships progress?
What are some of the rules governing consumer–brand relationships?
What factors defi ne a strong consumer–brand relationship?
What types of relationships do consumers have with their brands? How are these types of relationships similar to and different from human relationships?
Why do consumers pursue relationships with brands?
Make a list of your favorite luxury brands. Compare and contrast the website of those brands in your home country with those of brands in an emerging country.
You are a marketing manager for a luxury brand and in charge of entering the Chinese luxury market. How will you approach this task by means of semiotic methods?
Outline briefl y some of the elements of Chinese culture referenced in the chapter. Why are these and other aspects of culture important in the Chinese luxury market?
How can the concept of brand literacy be applied in targeting consumers in advertising?
What does Coco Chanel mean? How might the answer to this question differ in different cultures?
How can the concept of consumer agency be applied when targeting consumers?
“With the local culture in mind, it is much more common for consumers to accept and undergo a meaning transformation or opt to reject the goods.” Explain this argument based on the characteristics of the Latin American consumer agency.
Reciprocity is a common element in the development of exchange relations in Latin cultures. Consider a Latin American context and discuss how you would incorporate it into a strategy based on cultural administration.
How is cultural diversity related to the development of Latin American markets? Is this concept useful for segmenting purposes beyond class or rural–urban distinctions?
The text mentions some implications related to the organization of consumption alternatives in the Latin American context. Think about other implications which might be considered.
You have been asked by the President of your company to investigate and advise on the best ways to break into the African market with your product. Focusing on one African country, develop a plan for your boss. What are your primary considerations?
Compare and contrast the nature of markets in your home country to the African environment described in the chapter. To what extent do the differences and similarities inform global market development?
What are some of the local resources in Africa (tangible and intangible) that the global fi rm might tap for market development? How might these resources be used?
Outline briefl y some of the elements of African culture referenced in the chapter. Why are these and other aspects of culture important in African markets?
You are a marketing manager for Mountain Dew and you are in charge of entering the Russian soft drink market in 2011. How will you approach this task using cultural research methods?
What do you think Dove should have done differently in order to create a favourable reception for the core marketing communication message?
What are the implications for Dove regarding the entry into the Russian market of not launching the campaign in Russia?
What are the ways of retaining the core message of the campaign and reaching the Russian target market?
You are a marketing manager for Mountain Dew and you are in charge of entering the Russian soft drink market in 2011. How will you approach this task using cultural research methods?
What do you think Dove should have done differently in order to create a favourable reception for the core marketing communication message?
What are the implications for Dove regarding the entry into the Russian market of not launching the campaign in Russia?
What are the ways of retaining the core message of the campaign and reaching the Russian target market?
Identify the types of research that Dove performed in order to create the Campaign for Real Beauty in Russia.
Imagine a foreign product and imagine a marketing strategy that could bring this product into regional culture (i.e. indigenize it).
Choose a region with cultural specifi cities (the great fi gures of its history, famous landscapes and monuments, etc.); then defi ne a marketing strategy to use to position its offer.
Class discussion could revolve around the sociocultural construction of the regional imaginaries. It would be interesting to draw the genealogy of regional particularities by historicizing them and by showing what role marketing plays in this process. After debating the ethical dimension of the use
The process outlined here changes the work of marketers and the place of marketing. In what respect? What knowledge and tools do marketers need to adapt?
Is the use of identity symbols possible in other domains of life?
Camper aimed at building an iconic brand. Usually iconic brands benefi t from premium price strategies. Is this true? If so, should it be accepted? Is it possible to conceive iconic brands as convenience brands?
In the Camper case, elements of the communication mix are markedly idiosyncratic compared to traditional marketing approaches: for instance, the endorsers of the brand differ from traditional ones. Which other elements in Camper’s communication can be considered from the same perspective?
Given that brands can be conceived as cultural and ideological carriers, it is necessary to carefully identify and select appropriate symbols and values, starting from local and specifi c ones, and seeing whether and how they can be “translated” for a wider market;
The development of local cultural values towards global branding strategies can be improved by employing managerial capabilities and competences that come from outside the cultural milieu: outsiders’ cultural framework assists in identifying the most important issues in a local culture that can
Local, even marginal, cultural meanings and values prove attractive for various profi les/ segments of global consumers. Different markets have appreciated Camper shoes for different reasons – from the design to the company’s communication, from its cultural values to its ethical stances. Local
Local cultural values are not necessarily marginal, even if, from a merely quantitative point of view, they represent a small portion of the whole market. Camper meanings and values are rooted in a micro-culture that lies at the crossroad between Spanish, Catalan, and Majorcan traditions, all of
Identify a cultural tension experienced by a particular consumer segment in your country (for example, the disjuncture between economic and cultural capital experienced by the intelligentsia in Russia) and discuss the implications for a transnational fi rm that plans to market its products to this
Find examples of companies that base their international marketing strategies primarily on standardization, adaptation or glocalization. Discuss the strengths and weaknesses of each approach.
Examine marketing practices of a transnational company such as McDonald’s and discuss whether and to what extent the company attends to the cultural tensions in your country. Explain the tensions consumers face. Discuss the specifi c strategies that the company has or should devise to help
What is the notion of “cultural tension” in marketing management from a cultural perspective?
Explain what “the comfort of the local” is.
Explain what “the allure of the global” is.
Discuss the major strengths and weaknesses of the cultural perspective over conventional approaches to international marketing.
Compare and contrast standardization, adaptation and glocalization approaches.
Consider the food consumption discussed in Figures 1.1 and 1.2 . To what extent are these food consumption patterns local versus global in character? How well would they travel between these different cultures?
If consumers know that most fast food is bad for them, why do we continue to eat and drink so much of it?
As the world becomes a more global place, how does this impact the diversity or homogeneity of our diets?
Why does Chinese food inside and outside of China often differ?
How is holiday and festival food different from everyday food?
What do the things we eat say about our age, gender, class, and religion in different cultures?
How do distastes, the things we don’t like, help in expressing our identity and differentiating ourselves from others?
Besides nourishment, why do humans eat and drink?
What does McDonald’s mean? How might the answer to this question differ in different cultures?
What would you suggest for GreenPac to maximise its profits without having to change its company philosophy?
What are your recommendations to ASDA on how to increase its market share without jeopardising its customer-oriented philosophy?
With the assumption that ASDA’s competitor would fight back in reaction to its launch of ‘Chosen by you’, what alternative decisions do you think the management will likely be confronted with towards maintaining and improving its customers’ satisfaction?
Discuss the implications of ASDA’s use of social factors in the planning and implementation of its marketing strategies for its sale of market offerings including the ‘Chosen by You’ range.
Explain why and how ASDA’s consumers would behave differently when buying low involvement products compared to buying high involvement products.
Which consumer information is most useful in developing the marketing plan?
What are some of the ways you might go about gathering the information?
Make a list of the many things you need to know about the consumers of your product and how they make the decision to purchase so that you can help to devise where you should sell your product, as well as how and what you should communicate to them.
How easy or difficult is it to navigate each site?
What type of consumer do you think would be attracted to the site?
What is your opinion of the site?
What is the overall reason for the site’s existence?
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