Global Marketing Management 5th Edition Masaaki (Mike) Kotabe, Kristiaan Helsen - Solutions

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What role do Avon’s independent sales representatives play for the company?
If you were Kodak, what kind of marketing campaign would you launch to compete against HP?
HP recently sued two companies that sell refilled ink cartridges, arguing that the companies violate some of HP’s patents. HP holds 9,000 patents related to imaging and printing, 4,000 of them for consumable supplies such as ink and cartridges. If companies are allowed to refill and resell HP
What do you think of HP’s move to offer retailers incentives not to sell their store-brand alternatives to HP cartridges?
Assume that you are a marketing manager for Pantene shampoo and conditioner, two of Procter & Gamble’s star products. Several competitors have recently begun to cut prices to retailers and also to offer more aggressive channel allowances to boost sales and market share.a. What options do you have
Select any three of the pricing tactics identified in the chapter. For each tactic:a. Identify a brand (other than the examples in the chapter) that you believe is currently employing that tactic.b. Provide evidence to support the use of that tactic.c. Is the use of the tactic effective? Why or why
Review Exhibit 14.3 on price-quality positioning along with the accompanying discussion.a. Consider the low quality/high price quadrant. Identify a brand (other than the examples in the chapter) that you believe presently resides in this quadrant.How is it able to command a high price? Do you
Pricing against competitors is common. Yet, the approach carries some significant problems.a. What are the advantages of competitor-based pricing?b. What are the risks of using competitor-based pricing exclusive of other approaches?c. Identify a few industries in which taking competitor-based
Why might penetration pricing potentially negatively impact brand image and product positioning in the long run? Given this risk, why would a marketing manager use penetration pricing? Identify a brand (other than the examples in the chapter) that you believe is engaged in penetration pricing.
Given USAA’s success in serving its narrow niche of military customers, would you advise the company to expand to selling to other kinds of customers?Why or why not?
How would you design a SERVQUAL survey tailored to USAA?
How do you think USAA tackles variability of its service?
Consider the five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy.a. Identify a recent service encounter you have experienced as a customer(either B2C or B2B) that you would classify as a generally bad experience.In what ways specifically did each of
Review the Gap Model of Service Quality ( Exhibit 13.6 ). Consider each of the five gaps where customer expectations might not be met. Select a firm of your choice and for each potential gap list specific actions that the firm could take to improve the likelihood that customer expectations will be
Review Exhibit 13.5 and the accompanying discussion on search, experience, and credence attributes of offerings.a. Why are the types of offerings on the far right side of the continuum—professional services—difficult for customers to evaluate?b. What challenges does this difficulty create for
The service-profit chain guides managers toward understanding and facilitating successful linkages in the service delivery system to drive loyalty, revenue growth, and higher profits.a. What functional areas of a firm must a marketing manager effectively interface with to implement a service-profit
Marketing managers must be cognizant of the unique characteristics of services:intangibility, inseparability, variability, and perishability.a. How does each of these characteristics potentially impact the development and execution of marketing plans?b. What might a manager do to mitigate any
Create a long-term marketing strategy to continue to grow the company. Specifically, outline a threeto five-year strategy for new-product development.
Keeping in mind the company’s brand identity, develop a marketing strategy for the rollout of a new line of men’s shampoo and conditioner products.
Define the brand equity of Burt’s Bees. How would you assess the overall brand position for the company?
You are the marketing manager for a line of designer jeans from Levi Strauss and charged with defining the Innovator group of buyers. Who might be the innovators for Levi’s designer jeans and why?
The Pelamis marine energy project, discussed at the beginning of the chapter is researching the possibility of harnessing marine energy to generate electricity.As a marketing manager for General Electric, how would you assess the progress of a project like Pelamis?
Assess the new-product launch of Microsoft Vista in 2007. Was the product a success initially? Why or why not? What has the company done since the product’s launch to help support Vista?
As a product manager for Nokia you are responsible for the introduction of a new line of mobile devices targeted at business users. The company’s R&D team has presented you with a list of possible new features that can be added to the product in the next 18 months. When and how would these new
You are the marketing manager for McGraw-Hill responsible for new-product development. Recently, your technology development department created a new software application that enables students to learn marketing management more effectively. Take the product through the new-product development
As marketing manager for Sony, would you recommend the company develop a line of mid-to-highquality turntables? Why or why not?
How important is branding in the marketing of audio/video equipment?
As a marketing manager for Pro-Ject (manufacturer of low-priced turntables based in the Czech Republic) what target market would you consider most important over the next three to five years? Why?
SanDisk is introducing a new MP3 player and you are responsible for creating the package design. What key information and other creative elements would you include on the package?
You have been asked by Coca-Cola’s product manager to present the arguments for and against extending the Coke brand to a new cola drink. What would be the arguments for and against extending the Coke brand to a new cola drink?
Johnson & Johnson has been able to establish strong brand equity for its line of baby products. What benefits does J&J have because of its brand equity for these products?
You are the product manager for Ralph Lauren’s Polo shirts. What specific information are you trying to convey in the brand’s iconic polo pony logo? For example, what does the Polo brand say about quality, features, style relative to the Tommy Hilfiger or Lacoste brands?
You are a product designer at Chevrolet responsible for the next Malibu, What process would you follow in coming to the next design?
Assess Chevrolet’s product mix. How does it compare in terms of product line depth and width with Toyota and Honda?
Go to the Chevrolet Web site and view the new Malibu. In your opinion, have the designers successfully redesigned the Malibu to appeal to Gen X and Gen Y buyers?
Motorola is introducing a new phone that incorporates an MP3 music player, Internet surfing capability using new 3G technology, a GPS program, and other new features that will greatly expand the features available on a cell phone.Develop a marketing strategy for the introduction of the product.
One of the most difficult characteristics of a product to define is style. You are the marketing manager for Cadillac; define the product style for an Escalade.Compare and contrast that with product style for a Chevrolet Tahoe (another large SUV built on the same platform as the Escalade).
Choose two comparable phones from Motorola and Nokia and examine each product. How does the product form differ between the two products? How are they the same? Now consider the features of the two products. What features are unique to each phone? Which phone, overall, appeals to you most and why?
You are a marketing manager for Starbucks. Describe the following as it relates to the product experience at Starbucks: essential benefit, core product, and enhanced product. Now imagine you are the marketing manager for Aquafresh Extreme toothpaste. Describe the product experience in terms of
How is McDonald’s positioning itself relative to competitors like Starbucks or 7-Eleven?
Discuss McDonald’s target marketing to build more business with its existing customers.
How is McDonald’s using segmentation to attract new customers?
McDonald’s is interested in your opinion of how it would stack up on a perceptual map against Burger King, Wendy’s, Taco Bell, and Chick-fil-A on the attributes of convenience and product quality. Create the map by putting convenience as the vertical axis (high at the top and low at the bottom)
Consider each of the brands below. Review the list of potential sources of differential competitive advantage (differentiation) highlighted in the chapter. For each: ( a ) indicate which one differentiation source you believe is most important to them currently and ( b ) indicate which other
Assume for a moment that you are in marketing for Staples (the office supply company) and that the clients you are responsible for are business users (not end-user consumers). What five business market segmentation variables do you think will be most useful to consider as you move toward homing in
Go to the SRI Consulting Business Intelligence Web site ( www.sric-bi.com )and click through to the section on VALS TM . Find the VALS TM survey and complete the questionnaire.a. Are the results surprising? Why or why not? Do you see yourself as part of the identified VALS TM segment?b. If you are
Go to the Nielsen/Claritas Web site ( www.mybestsegments.com ) and click on“ZIP Code Look-Up”. There you will find a demo that allows you to type in a zip code of your choice and find out what PRIZM clusters predominate in that geographic area.a. What do the findings tell you about the overall
Identify challenges and opportunities for Cisco as it moves more aggressively into the business market, selling office phones systems, Web conferencing devices, and other products and services directly to company IT executives.
Identify two or three new growth opportunities for Cisco that focus on network computing (for example, moving into consumer products that help network a home).
Evaluate Cisco’s strategy of moving away from its core business, routers and network hardware, to software and services that support network computing.
You are the primary sales representative for IBM calling on your university and are responsible for finalizing the sale of 20 new network servers. What is the most important factor you would focus on in making the sales presentation to the vice president of information technology and why? What
You are vice president for information technology at your university. Recently you have been authorized to upgrade the network servers on campus. Draft an RFP that will be given to prospective vendors to help guide them in their sales process.
You work for Siemens Power Generations Systems and are responsible for the sale of large, expensive ($2 million to $5 million) turbine generators to power utility companies. You have been contacted by the Ever-sure Utility Corporation in Anytown, USA. Identify the buying center you are likely to
You are the marketing manager for HP laptop computers. Identify and briefly discuss the differences between the consumer market for laptops and the business market. Then give an example of each difference using college students as the consumer market and defense-related companies as the business
Zillow has the potential to significantly change the real estate market. What effect might this have on consumers looking to purchase a home? What effect would this have on a home seller?
As a real estate agent, how would you address customer questions about Zillow and its value in the home buying/selling process?
The consumer decision process varies by purchase for each individual. Compare and contrast the consumer decision-making process you go through in buying gas for your car with the purchase of a new home entertainment system.How are the processes similar and how are the two purchase decisions
You are the marketing manager for the Bowflex Series 7 treadmills. You believe the product appeals to both men and women. As you develop the marketing strategy, what differences might you consider in the product based on whether a man or woman is buying? What about the marketing communications
As we have discussed, understanding the consumers in a target market is critical to creating an effective value proposition. Assume you are the vice president of marketing for Regal Cinemas. What do you think is the demographic profile (including the age, income, and life cycle stage) of your
Develop two or three strategies Microsoft could use to confront Google’s Internet search engine market dominance.
You are an executive at Microsoft. Analyze Google as a competitor using the analysis tools provided in the chapter (strategies, resources, culture, and objectives).
Identify potential competitors for Microsoft’s Internet search engine product Live. Are there any new competitors that could threaten Microsoft’s market follower position?
Before entering your current college or university, what other educational options did you consider? Why? Did you consider other learning environments(online versus on campus)? What made you choose the school you are attending now?
The marketing manager for Aeropostale clothing stores wants to know about the competitors for high-fashion jeans. Identify and briefly discuss all the various competitors (direct and indirect) for Aeropostale fashion jeans. Be sure to include an explanation for why each needs to be considered a
You are the owner of a successful chain of tea shops called Grace’s Teas located in the Northeast. With 15 shops in Boston and 20 in New York, the company has developed a strong local following of devoted tea aficionados.The company’s target market tends to be wealthy professional women who
The owner of a successful, family-owned Italian restaurant in your city has called and asked if you would help with the marketing of the restaurant. The average meal price is about $30 per person including a bottle of wine. The owner takes great pride in the family restaurant and tells you the
Consider the challenge for Eclipse Aviation as it creates a market for its ultraefficient Eclipse 500 mini jet. Seating up to four people and costing $1 million to $2 million, it is substantially cheaper and smaller than today’s corporate jet.Who are the competitors for Eclipse as it enters the
Consider what green features you would want in a home and assign dollar values to those features based on the overall value you believe they add to the home. Then go online and check out the real cost of those features.
The vice president of marketing for a home builder has asked you to develop a strategy for increasing sales of environmentally sensitive features in the company’s homes that sell for $500,000 to$750,000. How would you seek customer feedback on the following eco-friendly features in a new home?a.
As the vice president of product strategy at KB Homes, what eco-friendly strategy would you follow in designing new homes?
The alumni director at your institution wants to know how to serve the alumni better.Design a survey of no more than 10 questions that the alumni director can use to ask alumni about their interest in getting more involved with their school.
The market research director for John Deere has just received a call from the marketing manager in the company’s lawn tractor division. The manager wants to know how the new advertising campaign is being received by current customers.Design a research study for this research. Be sure to include a
The marketing manager for Disney Cruise Line wants to know what demographic trends will affect the cruise line business over the next five years. What kind of research is needed to address this question? Conduct some secondary research and try to you identify two or three important demographic
What challenge does a Chinese company like Lenovo face as it moves into the global marketplace?
Lenovo is moving aggressively into new global markets.How would you assess this strategy of global expansion in light of the increased competitive pressures in its home market, China?
Lenovo has adopted a gradual phaseout of the IBM and ThinkPad brands. Do you think Lenovo should continue to use the IBM and ThinkPad brands or focus more on establishing its own brand identity?
You are the chief marketing officer for Digital Distributed Products (DDP), manufacturer of Wi-Fi hardware found on laptop computers. The company’s No. 1 distributor in Germany just called and said it is experiencing significant “gray market” products coming in from Russia. Customers are
Compare and contrast the pricing strategy of Apple’s iPods around the world to Microsoft’s Zune. Then, as marketing manager for SanDisk, how would you price a new MP3 player that will be introduced in 35 countries in the very near future? What pricing strategy would you choose and why?
You are the marketing manager for Oxymoron detergent and have been instructed to introduce this product into Argentina. What six factors would you need to consider in determining the proper channel of distribution for the introduction of Oxymoron detergent?
You are the market research director for a consumer product company. You have been asked to evaluate China as a potential market for your company’s products and begin a search of secondary data. What are types of information you would consider in assessing China? How would you find information on
You are the marketing manager for a small company located in the United States that manufactures specialized parts for high-end ink-jet printers. The company’s largest customer (Hewlett-Packard) has asked your company to supply parts to 10 of its distribution and repair sites around the world.
How could a firm potentially measure the profit impact of its sustainability strategies?
What are the advantages to the organization itself by investing in sustainability? What are potential downsides of not doing so?
What stakeholders are served by sustainability efforts?
In the chapter you learned that harmonious performance of Marketing (big M)and marketing (little m) within a firm can lead to greater levels of success. Why is this true? What does it mean that these two need to be “harmonious”? What would be some likely negative consequences if they were out
Review the section on change drivers, including Fred Wiersema’s list of new market realities. Select any two of the key change drivers (these can include any from Wiersema’s list or any of the others) within the section. Pick an organization of your choice and answer the following questions:a.
Put yourself in the role of a marketing manager. From this perspective, do you agree with the concepts of societal marketing and sustainability? Why or why not? How does a focus on sustainability affect the marketing manager’s role and activities? Identify two organizations that you believe do a
In the chapter we make a strong case for the relevance of Peter Drucker’s key themes today, even though much of his writing was done decades ago. Do you agree that his message was ahead of its time and is still relevant? Why or why not? Assume you are the CEO of a firm that wants to practice a
Consider the various marketing misconceptions introduced in this chapter.a. Pick any two of the misconceptions and develop a specific example of each from your own experience with firms and brands.b. How will it be beneficial for a new marketing manager to understand the misconceptions that exist
Why do you think well-known global website brands find it hard to crack China’s internet market?
What should by the business model for MySpace China?Should the site indeed go for a niche? If so which one? How to‘‘monetize’’ (generate revenue) the site?
Why is MySpace.cn struggling? Is News Corp. overambitious with its 50 million users goal?
Is there a market opportunity for MySpace in China?Why or why not?
What should VW do? Should they indeed take legal action and sue the makers of the ad? Or is there a better course of 74 action?
What could be the impact of the viral ‘‘suicide bomber’’ ad for Volkswagen? Is the company right to be concerned about the hoax?
Do you agree with some of the critics that the new entity lacks focus? What might be some of the advantages that diversity offers to internet players in China?
What other marketing actions would you prescribe for the Alibaba/Yahoo! combination to succeed?
The case points out that the Alibaba/Yahoo! combination led to a mishmash of internet brands. How should Alibaba manage this mix of brands?
WasYahoo! right to outsource its future in China to Alibaba.
Select a global brand (e.g., Ray-Ban, SK-II, Lenovo). Visit the brand’s international portal and then visit 4 to 5 country sites, preferably from distinct continents. If necessary, you can translate the site into English using babelfish.yahoo.com. How is the global portal organized? What are the

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Global Marketing Management 5th Edition Masaaki (Mike) Kotabe, Kristiaan Helsen - Solutions

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