Marketing Management: European Edition 1st Edition Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen - Solutions

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With whom do you agree and why?
What will be your suggestion to Rakesh in case he decides to proceed with his plans?
What is your opinion about the views of Saurabh Chaddha?
Evaluate the plans of Rakesh and Matshushita Corporation.
How can Rakesh salvage the venture?
How should Rakesh have proceeded before launching the product in India?
What mistakes do you think did Rakesh commit ?
How can marketing and advertising be more socially and ethically responsible?
What should be Shri. Gopalan's response?
Do you agree with Shri. Raghwan? Why or why not?
Suggest a corporate communication strategy for big car companies so as to avoid situations like the one in this case.
Evaluate the marketing communications of big car companies particularly from the point of view of non-metro buyers.
What would you do if you were in Saurabh's place?
Do you agree with Saurabh's opinion on the new advertisements?
Evaluate D'cold's segmentation strategy.
What will be your suggestion to the company?
Evaluate the suggestions of the dealers for a improved guarantee scheme.
Evaluate the current guarantee scheme of the company.
What do you feel the company should do?
Evaluate the suggested alternatives.
Do you agree with Shri. Desmukh ? Justify.
What would be your advice to Shri. Ashok Raina on these issues?
What sort of marketing network the company should setup to reach the varied type of target buyers?
How should the company proceed to overcome the initial resistance to change and develop a good market for the product?
Have the target markets been correctly identified?
Which scheme in your opinion is likely to be more successful and why?
Evaluate the promotional scheme of 'Complete Plan'.
Evaluate the discount scheme of 'Happy Licks' as a push and pull strategy of sales promotion.
What are some of the problems that a global marketing manager can expect to encounter when creating a centralised marketing information system? How can these problems be solved? explain the importance of having a carefully designed international information system
What are the main types of information you would expect to use?
Explore the reasons for using a marketing information system in the international market.
bexplain the concepts of data warehouses and data mining
Make a proposal for Jordan’s marketing control and budget system – if possible, outline the specific Jordan marketing budget for the German market.Use the following for your marketing budget:Financial calculation for a typical Jordan manual toothbrush (per unit): Retail price Ex works price
Discuss if it would be a good idea for Jordan to enter the German power toothbrush market with a new product? If yes, how should such a decision be implemented?
What are the main criteria for the successful implementiation of a marketing plan?
explain the structure and contents of a marketing plan
Pret A Manger is using very little on advertising and promotion (under 5 per cent of the sales). What is the reason for that?
Please propose a future communication strategy for TAG Heuer.
Is uploading of videos on YouTube an opportunity for TAG Heuer to support these fans who often have a high power of persuasion on watch buyers’ choice of watch brand?
Are multi-product brands better positioned to grasp the opportunity presented by social networks on the Internet?
How are these TAG Heuer endorsers communicating to different end customer groups: Maria Sharapova? Kimi Räikkönen? Leonardo DiCaprio?
What is the target group for the Tag Heuer Meridiist mobile phone?
Explain the business model that should be used for such a chocolate chain.
Which markets would you consider the most attractive for Lindt Chocolate Cafés?
Lindt is now considering further international expansion of the chocolate cafés and turning them into a separate business unit as a café chain within the Lindt Group. Please discuss the pros and cons for such an international chocolate café chain (Lindt Chocolate Cafés).
Please discuss Lindt’s strategic distribution alternatives in order to gain further market shares in the world confectionery market
Would you suggest a standardised or differentiated product strategy across the target international markets?
Please prepare a ranking of the four most attractive markets for the Fisherman’s Friend’s chewing gum.
How should the Fisherman’s Friend product strategy in chewing gum be differentiated from the two major global players’ chewing gum?
Is it a wise decision to launch a Fisherman’s Friend chewing gum? Why / why not?
explain how to create e-loyalty
Which parts of the marketing mix would you primarily use in the marketing and promotion of India?
How is the marketing of a country (e.g. India) different from the marketing of physical products or services, such as a hotel stay?
What are the brand values of India?
What do you think about the communication effectiveness and the ethics of the 2009 Ryanair calender and its ‘contents’?
How do you consider Michael O’Leary’s communication capabilities when he commented on the rejection by the Irish government?
What are the motives behind Michael O’Leary’s wish to take over Aer Lingus?
How would you characterise Ryanair’s competitive strategy?
What are the competitive advantages of Ryanair?
Prepare a SWOT analysis for Ryanair.
What is the customer value created by Ryanair?
The Ajax company has 4 SBUs, as shown in the table below:(a) Prepare the BCG (Boston Consulting Group) Matrix for Ajax’s SBUs.(b) What are the strategic implications of Ajax’s BCG Matrix?(c) What are the general drawbacks of using the BCG Matrix in the strategic planning?(d) Is there a relevant
Which changes would you suggest for Red Bull’s future global marketing mix, in order to meet the future challenges?
Suppose you choose to invest your marketing resources in the Japanese market. Which marketing planning process would you suggest for this market?Which parts of the marketing mix are the most critical?
Would you recommend that Red Bull invests in the penetration of the Japanese market, or would you rather use the market resources elsewhere?
Was it a wise decision of Red Bull to: launch Red Bull Cola? launch Red Bull Cola in many markets at the same time?
Discuss the target groups for the different TV commercials in question 2.
What degree of globalisation and/or localisation does Nivea Sun Care represent, based on the following videos?The video clip featured on the book’s online site:www.pearsoned.co.uk/hollensen The following YouTube videos (TV commercials):http://www.youtube.com/watch?v=J0c0BsdhxsU
Discuss and suggest segmentation criteria for the Nivea Sun Care business.
Some consulting companies argue that by properly incorporating suppliers in the product development process, firms can cut the cost of purchased parts and materials by as much as 30 per cent. Discuss how a buyer–supplier relationship might create these costs savings.
In order to fulfil Saipa’s export goals, which international markets would you recommend them to focus on?
Explain the fundamentals of Saipa’s market communication strategy.
How is Saipa’s network of relationships different from the relationships of typical Western car manufacturers?
explore how internal marketing relationships can add value to the relationships with customers
explain the difference between B2C and B2B relationships
explain and discuss how horizontal relationships with competitors and complementors can add value to the customers
What kind of competitive intelligence would you recommend CPW to collect about Kellogg in order to be better in challenging the No. 1 position.
How should Baxi proceed in China in order to increase its market share there?
Which global marketing strategy would you propose Baxi adopts in order to increase its global market share of domestic boilers?
Who are the most important B2B decision makers for Baxi in the Chinese domestic boiler market?Please explain their buying behaviour.
Which markets would you suggest for the further international expansion in Africa? (Please use Table PII.4.)
What are the main reasons for the success of Orascom Telecom in emergent markets?
Which external factors are mainly influencing Orascom Telecom’s business?
Some experts think that consumer interest in coffee pods comprises a fad that will fade away within a few years. Others believe that pods over time will replace filter coffee. What do you think? Please present arguments on the basis of international lifestyle trends.
How do you define and explain Senseo’s core competence?
What do you think of Duchy Originals’ expansion plans to the United States and India?
The CEO, Andrew Baker, claims: ‘Given the credit squeeze there is also an argument that consumers will eat less at restaurants and spend extra on a decent meal at home. This will help our business.’ Discuss this statement
Who are the customers of Duchy Originals and how can the company develop its relationships with these?
3. What mental accounts do you have in your mind about purchasing products or services? Do you have any rules you employ in spending money? Are they different from what other people do? Do you follow Thaler’s four principles in reacting to gains and losses?
2. Targeting minorities is exploitative versus Targeting minorities is sound business practice.
1. As marketers increasingly develop marketing programmes tailored to certain target market segments, some critics have denounced these efforts as exploitive. For example, the preponderance of billboards advertising cigarettes, alcohol and other vices in low-income urban areas is seen as taking
3. When was the last time you participated in a survey? How helpful do you think was the information you provided? How could the research have been done differently to make it more effective?
2. The best marketing research is quantitative in nature versus qualitative.
1. Many market researchers have their favourite research approaches or techniques, although different researchers often have different preferences. Some researchers maintain that the only way to really learn about consumers or brands is through in-depth, qualitative research. Others contend that
2. What are the opportunities from database marketing and CRM? What are the pitfalls? How may the opportunities and pitfalls be moderated by company and market characteristics?
1. What brands and products do you feel successfully ‘speak to you’ and effectively target your age group? Why? Which ones do not? What could they do better?
2. Age differences are fundamentally more important than cohort effects versus Cohort effects can dominate age differences.
1. One of the widely debated issues in developing marketing programmes that target certain age groups is how much consumers change over time. Some marketers maintain that age differences are critical and that the needs and wants of a 25-year-old in 2009 are not that different from those of a
5. Explore the range of ICTs available to marketers today both for internal and external use. What are the pros and cons of using so much technology in marketing?
4. Ten years from now, digital shopping will be the primary shopping channel used by consumers versus digital shopping will never outperform offline shopping channels as there are simply too many problems associated with digital shopping.

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Marketing Management: European Edition 1st Edition Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen - Solutions

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