Marketing Management In The 21st Century 1st Edition Noel Capon, James M. Hulbert - Solutions

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3. Consider Porter’s value chain and the holistic marketing orientation model. What implications do they have for marketing planning? How would you structure a marketing plan to incorporate some of their concept
2. Mission statements are critical to a successful marketing organisation versus Mission statements rarely provide useful marketing value.
1. Virtually all firms have mission statements to help guide and inspire employees as well as signal what is important to the firm and to those outside the firm. Mission statements are often the product of much deliberation and discussion. At the same time, some critics claim that mission
2. Global marketing produces unique management challenges. Critically evaluate the challenges of marketing globally and specifically in the developing world.
1. What are the core marketing management skills needed? Do these differ from the skills needed by other managers?
5. Is the marketing manager committed to collaborating in ways that improve relationship quality with the partners?
4. Does the company have the capabilities that allow them to learn from the collaboration partners?
2. Does the company have the commitment of senior management to invest the necessary time, resources and effort for marketing collaboration?
3. Select a low-cost airline (such as Ryanair, which was used in the introductory example to this chapter) and then choose a full service airline (e.g. Air France or Lufthansa). Compare and contrast the different marketing activities, from their choice of target markets through to all the
2. Consumers are changing and so too must marketing. Discuss.
1. You have been asked by your managing director to justify an increased marketing budget. Explain the role of marketing within the organisation and discuss why an increased spend could benefit the company.
A chain of nine hardware stores reports the following data. What is the chain’s stockturn?Gross Sales €2,150,000 Returns and Allowances € 150,000 Net Sales €2,000,000
Compute the manufacturer’s unit breakeven point for a type of plastic container, where retail selling price = €1.20. Retail margin = 38 percent. Wholesale margin = 15 percent.Manufacturer variable costs per unit = €0.3124. Fixed costs = €50,016.
Compute the average inventory at cost for a firm whose stockturn = 3. Net sales =€2,700,000, Average gross margin = 25 percent.
Total fixed costs = €100,000. Total variable costs = €200,000. Output = 10,000 units.a) What are the probable total fixed costs and total variable costs when output = 20,000 units?b) What are average fixed costs, average variable costs, and average costs at 10,000 and 20,000 units?
The Apex Company estimates first-year fixed costs = €50,000. Variable costs = 70 percent of sales. Sales are expected to reach €200,000. What is the breakeven point? What is the expected profit?
Calculate the breakeven point. Estimated expenses are as follows:General and Administrative €120,000 Taxes € 14,000 Salaries €120,000 Lease Payments € 7,000 Advertising € 17,000 Total €278,000 Estimated unit variable cost = €4.11 Estimated manufacturer price = €5.09
Suppose the stockturn rate = 11 and average inventory at selling price = €34,000. What are net sales?
Compute the stockturn rate from the following figures:Cost of Goods Sold €189,000 Beginning Inventory at Cost € 19,600 Ending Inventory at Cost € 22,400
A manufacturer of household appliances distributes products through wholesalers and retailers. Retail selling price = €250; manufacturing cost = €100; Retail markup = 40 percent; Wholesale markup = 25 percent. (In practice the manufacturer prices the item as:List price = €250, less 40
a. What percent markups on cost are equivalent to the following percent markups on selling price: 20%, 37.5%, 50%, 66.6%?b. What percent markups on selling price are equivalent to the following percent markups on cost: 33.3%, 20%, 40%, 50%?
The industry price structure gives a 35 percent markup to retailers and 12 percent to wholesalers. The retail price is €20.00. The manufacturer’s cost is €9.84.a) What is the wholesale price?b) What is the manufacturer’s price?c) What is the manufacturer’s gross margin?d) What is the
A manufacturer sells an item for €100. What will be the final price to consumers if wholesalers take a 20 percent markup and retailers take a 40 percent markup?
How would you justify the investment in capturing timely customer data?
How can a marketing audit enhance the value of a brand? What do you expect to learn from this process?
Use the input → intermediate → output framework to identify alternative measures for the market manager in charge of Apple’s iPod. Using these alternative measures, develop a balanced scorecard to measure that executive’s performance. Alternatively, complete this task for a product in which
Many managers are distrustful of soft performance measures like customer satisfaction. How would you convince managers that soft measures have value?
This chapter discusses several output measures. Develop six other output measures that a firm might use. How did you choose them? Why is each measure valuable? What does it add to the output measures in the chapter?
Go to a local restaurant. Map out the process for addressing customers. Re-engineer this process and develop a better one. Alternatively, complete this task for a product in which you are interested, or this book — Managing Marketing in the 21st Century?
What markets does your school or college address? How does your school or college organise for addressing these markets? Do you think the organisation is appropriate? How would you change it?
Think about a time when you decided you would no longer be a customer of a business or other organisation. Why did you quit? How could the organisation have acted for you to have stayed? How would the organisation have to change for you to become a customer again?
Identify three firms that are internally oriented — what makes you think they really are internally oriented? What recommendations do you have for these firms?
Identify three firms that do a great job of being externally oriented — what makes you think they really are externally oriented?
Canon distributes its digital camera line to many retail chains. These chains compete for customers, in part by differentiating on price. What are the implications for a retail chain and for Canon?
How would you go about setting price for a subscription-based online specialised news site, an automobile repair shop, and an accounting service?
Identify three examples of unfair or deceptive pricing practices. Why is each practice unfair or deceptive? How can customers protect themselves?
Table 19.18 shows a printer firm’s prices for inkjet printers and cartridges:Price Variable Cost Unit Sales Price Elasticity Printer €400 €300 100,000 –2.5 Cartridges €25 €10 10 per printer –1.0 The firm is considering three pricing options:• Increase printer price by 10 percent•
Select a product in which you are interested. What price would you set? Why? Does your recommended price differ from the current price? Why?
A British entrepreneur is testing variable prices for movies, similar to the approach that many airlines use. Do you think he will succeed? Why? Or why not?
In 1958, Kaplan, Dirlam, and Lanzillotti showed cost-plus pricing was the most common pricing method. In 1995, Shim and Sudit found essentially the same result. The text argues that cost-plus pricing is deeply flawed. Why does this apparent incongruity exist? What should firms do about it?
Large competitors frequently have cost structures with a high proportion of fixed costs. Why?What pricing alternatives would you recommend to one of their small competitors? Why?
Develop a customer value map for soft drinks (or a product category of your choice). Interpret the map. What pricing options do the several competitors have?
In the U.S., Merck priced its prescription hair-growth drug, Propecia, at $50 per month’s supply. The over-the-counter competitor, Rogaine, was about $30 for the same period. Merck’s drug for enlarged prostates, Proscar, has the same active ingredient — finasteride — as Propecia. The price
Select a product in which you are interested or this book — Managing Marketing in the 21st Century. Design a CRM programme.
Develop a loyalty programme for your favourite restaurant. Justify the variables you used and omitted.
Many airlines are criticised for poor customer service. Chart out your interactions with the airline on your last flight, from the time you decided to take the flight until you left your destination airport. Identify the various touch points. At each touch point where service was poor, develop a
Select a local restaurant or bar. How could this institution improve customer service and enhance customer loyalty? What advice would you give its proprietor?
The human interface is critical for many service firms. Sometimes customer loyalty to employees is greater than to the firm. How would you minimise customer defections to departing employees?
Use the SERVQUAL scale to assess service quality for some aspect of your school or college, like the admission process or a finance class. How does it rate on tangibles, reliability, responsiveness, assurance, and empathy?
Select a product in which you are interested, or this book — Managing Marketing in the 21st Century. What are the key distribution decisions? What actions would you take?
Refer to the Jco, Playstore, and Disco example on page 469. The retailer, Playstore, told Jco it would no longer purchase Jco products from the distributor, Disco. Playstore would purchase direct from Jco or find a new supplier. Disco also distributes products for several of Jco’s sister business
Germany-based SchmittCo produces a wire harness to protect electric wires in automobiles.SchmittCo sells to a distributor; the distributor sells to CarSup, a Tier-One supplier to global auto firms. Last year, SchmittCo’s sales to the distributor dropped by 20 percent. SchmittCo discovered that
Alasdair MacLean wanted a high-speed bicycle. He gathered information about several bicycles from a department store. He test-rode several models at a local bicycle store. He bought his favourite model from the manufacturer’s website. Several major department stores and a trade association of
Your friend operates a highly successful restaurant — focusing on regional specialties — in his hometown in the Czech Republic. He wants to expand nationally. What are his options and the pros and cons? How would you advise him to proceed? Why? What pitfalls should he look out for?
Select a product in which you are interested, or this book — Managing Marketing in the 21st Century. How would you complete the tasks for developing a sales strategy?
PrdCo’s recent sales growth has mirrored its industry — the incoming CEO is demanding improved performance. He wants to implement forced ranking evaluation like Jack Welch introduced at GE. In the sales force, 20 percent would be rated superior, 70 percent average, and 10 percent inferior.
Aco sells adhesives for a high-end printing application. Printfirm is a major customer, but its specifications are difficult to meet. Historically, Aco was Printfirm’s sole supplier, but BCo has started to supply Printfirm with similar adhesives. Aco believes Bco is a low-cost producer that
“Good salespeople are born and not made.” Discuss! What are the most important skills and abilities for an effective salesperson?
Which of the six sales management tasks are the most important? Why? Interview a sales manager to develop your answer.
What are the most important changes occurring in sales force management? How will these affect firms’ market and sales strategies in the future?
What is your favourite commercial website? What makes this website a good communications device?10.Message execution includes rational styles — demonstration, comparative, one-sided and two-sided appeals, refutational, primacy, and recency — and emotional styles — humour, fear, celebrity
Table 15.10 shows the firm’s sales by quarter. The firm ran a sales promotion in Q3 of 2005.What is your estimate of baseline sales? What was the impact of the promotion?
Develop a creative new sales promotion device that you will sell to a major national advertiser.
Suppose that your friend is planning to open a new retail seafood restaurant in your hometown but cannot afford to advertise. Develop a P&PR campaign. Alternatively, complete this task for a product in which you are interested, or this book — Managing Marketing in the 21st Century.
Identify a direct marketing campaign to which you responded. Why did you respond to that campaign and ignore so many others?
Identify and bring to class examples of three recent advertising campaigns that you believe were ineffective. Use Table 15.9 to analyse why they were ineffective. What commonalities can you identify among these campaigns that will help you avoid making truly bad advertising?
Identify and bring to class examples of three recent advertising campaigns that you believe were outstanding. Use Table 15.9 to analyse why they were outstanding. What commonalities can you identify among these campaigns that will help you develop great advertising?
Suppose that Volkswagen is about to launch a new car powered by fuel cells — suggested retail price about €20,000. Mileage for this car will be 100 mpg (2.5 litres/100 km.) city, 120 mpg (2 litres/100 km.) Extra Urban. Use Table 15.9 to develop a consumer advertising campaign. Advertising
Many social critics attack advertising in general and specific advertising programmes in particular. What are the major arguments against advertising? How would you respond to them? Why is it difficult to measure advertising effectiveness?
The repositioning of an established bank in your country involves longer weekday hours, weekend opening, and extensive online banking services. What steps would you take to develop an effective communications strategy to highlight the new bank?
Sketch out an integrated communications programme for Samsung’s newest and thinnest mobile phone. Alternatively, complete this task for a product in which you are interested, or this book — Managing Marketing in the 21st Century.
Many firms have shareholder relations departments. What do these departments do? Compare and contrast their activities to an advertising department in a business unit.
Few football clubs are global brands like Manchester United and Real Madrid. If you were CEO of French League champions, Lyons, what strategy would you implement to become a global brand? Use the table 14.3 framework to identify new target customers and communications objectives. What can you learn
Suppose you are the marketing VP at Rolls-Royce Aero Engines. Who are your communications targets? What are your communications objectives for each target?
Identify one of your personal communications that the receiver did not receive in the way you intended. Was this a problem of encoding, distortion, or decoding? How could you have improved your communication?
Select a product in which you are interested. Alternatively, consider this book — Managing Marketing in the 21st Century. What related new product ideas do you have?
Describe the marketing significance of new product innovation. What are the challenges and opportunities of introducing new products in a competitive market?
Apple has been successful with its G4 series of desktop and laptop computers and with the iPod and iTunes. But Apple withdrew the Newton and its G4 Cube computer — now in New York’s Museum of Modern Art. How do you assess Apple’s new product performance? How does your assessment reconcile
Suppose that, on graduation, you accept a position as new product director for a medium-size firm with a poor record for new product innovation. The CEO has set a three-year goal for 20 percent of sales to come from new products. What actions will you take in your first 100 days on the job?
Take the product you selected for Question 2 and develop a House of Quality.
Consider a common product that you use frequently — like a newspaper, fast food outlet, computer, or mobile phone. Work with two or three friends to develop new product ideas using the five innovation templates — subtraction, multiplication, division, task unification, and attribute dependency
Customer dissatisfaction is an opportunity for firms to learn. When were you dissatisfied with a purchase experience? Why? What new product or service ideas would you suggest?
Select a product line in which you are interested. How do the various individual products relate to each other?
Vodafone, O2, Orange, and other mobile phone firms offer many usage plans to address the needs of target segments. How would you determine the right number of plans? What are the marketing challenges of offering many plans?
Suppose you work for Netflix. Management wants you to assess the viability of a movie download service. Develop pro and con arguments for introducing such a service.
Some service providers bundle their services — amusement parks and ski hills provide unlimited use for a single price. Others are unbundled, like movie houses and restaurants with a la carte menus. Prepare guidelines for a service provider making the bundling/unbundling decision.
The president of Sony Electronics put the problem this way: “If we’re selling a €200 DVD player, we may want to give away Sony DVD software. But that’s not in the best interest of Sony Pictures. And Sony Music may want to sell a Springsteen box set for €80 with a coupon that says, ‘Get
Review toothpaste products at your local chemist, pharmacy, or supermarket. How do you assess Crest’s/Oral B’s and Colgate’s product lines? What do you infer about their strategies?What recommendations do you have for Crest/Oral B and Colgate?
Many studies show that cigarette smoke causes lung cancer and heart disease. Suppose you were offered product manager jobs at leading cigarette manufacturers British American Tobacco and Gallaher. Starting salaries are 20 percent higher than your other offers. Which, if any, will you accept? Why?
Table 12.8 shows market research data for the PortCo’s top six products. Develop a growthshare matrix. How do you assess PortCo’s product portfolio? What are your recommendations? Product Long-run (5-year) Market Firm's Market Share (%) Growth Rate (%) Market Share of Leading Competitor (%)*
Select a product in which you are interested. Alternatively, consider this book — Managing Marketing in the 21st Century. Using the concepts and ideas in this chapter, recommend an approach to branding.
Find an example of poor brand architecture and be prepared to explain why you believe it is poor. The example could include multi-branding versus umbrella branding, global branding, unwise brand extensions, or attempts at broadening (leveraging), brand migration, strategic alliances, and aging
Contact a firm you know and determine if it operates a brand health check system. Ask about the measures they use and be prepared to report them to your class. If there is no system, ask how they ensure that striving for short-term performance does not damage the brand in the long run.
Identify a firm that provided you with a good customer experience; telephone the central number and ask for the CEO by name to offer your congratulations on the firm’s performance.Keep a written record of the interaction. What impact does this experience have on your feelings about the corporate
Select a well-known brand and track its brand history over time. How have its brand identity and brand image evolved? Did the brand owner attempt to change the brand identity to keep the brand contemporary? Or was the brand owner trying to broaden its market?
The text alleges that the “primary meaning of any brand is carried in customers’ minds.”Explain the implications of this statement for broadening (leveraging) a brand.
The text quotes a leading advertising executive as saying “A successful brand is timeless.”Do you agree or disagree with this statement? Should it be modified in the context of young consumers valuing innovation, unique choice, and change? Explain your answer with current examples.
Bring to class an example of a B2B branding campaign. Think hard about who is the target of the advertising. Using the positioning statement format from Chapter 9, write what you believe to have been the advertisers’ desired positioning. How well does the advertising reflect this positioning?
Bring to class an example of a B2C branding campaign. Using the positioning statement format from Chapter 9, write what you believe to have been the advertisers’ desired positioning. How well does the advertising reflect this positioning?
Select a product in which you are interested. Alternatively, consider this book — Managing Marketing in the 21st Century. What is its stage of the product life cycle? What strategic options does it have? Which do you recommend? Why?

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Marketing Management In The 21st Century 1st Edition Noel Capon, James M. Hulbert - Solutions

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