Management Of Marketing 1st Edition Geoff Lancaster, Paul Reynolds - Solutions

Discover comprehensive solutions for "Management Of Marketing 1st Edition" by Geoff Lancaster and Paul Reynolds with our expertly crafted resources. Access detailed answers and solutions pdfs that serve as a complete guide to understanding complex concepts. Our platform offers an answers key and solution manual, providing step-by-step answers to all questions and solved problems from the textbook. Enhance your learning with our test bank and chapter solutions, perfect for both students and instructors. Benefit from the instructor manual and free download options, making the textbook's questions and answers easily accessible online.

World Space offers satellite radio in Europe; national radio stations are tough competitors.As the marketing director of Worldspace, use the frameworks in this chapter to lay out your strategy going forward. Alternatively, answer similar questions for competitors in other product categories in your
Consider a telecom firm offering low-price voice communication services. In which life-cycle stage are its services? Suppose you are interviewing for a job. Prepare for the interview by describing this firm’s current challenges, objectives, strategies, and measures of success.
Pay phone installations are under threat from increased use of mobile phones. In response, telephone companies have expanded into text and email pay phones, and Internet kiosks.How would you advise them — to address their pay phone business?
On page 282, we discussed several ways for newspapers to address flat or declining sales.What options are available for your local newspaper? What actions would you recommend?
Suppose you own several specialty coffee shops in your nearest town or city. Starbucks enters.What are your options? Be prepared to support your choices.
How did Nokia rise to leadership in the mobile-phone market? How do you evaluate its strategy today?
Suppose you are the newly appointed marketing director for the Segway Human Transporter(two-wheeled, self-balancing personal transportation device). Identify some feasible strategic options. Be prepared to support your choices.
Identify the product life-cycle stage for each of these products. Why did you choose the stages?Mobile phones Digital cameras Movies on VHS tapes Index mutual funds Desktop PCs Music on compact discs Vacation travel Books on tape
Select a product in which you are interested. Alternatively, consider this book — Managing Marketing in the 21st Century. Lay out a strategy for a market segment you identified in Chapter 8.
What are the challenges of designing an effective market strategy? Use current examples to explain. How would you measure the effectiveness of a market strategy?
In the history of European and U.S. enterprise, several competitive battles stand out: Airbus vs.Boeing, Coke vs. Pepsi, Adidas vs. Nike, Microsoft vs. Google, MasterCard vs. Visa, Xerox vs.Canon, Reuters vs. Bloomberg. Compare and contrast two or more of these (or other) rivalries that interest
A manufacturer produces home pregnancy test kits. What segments can you identify in the home-pregnancy test market? How should this firm position its product in these segments?What implementation programmes would you suggest?
During the past ten years in Europe, football (soccer) has grown in popularity whereas tennis, rugby, swimming, athletics, field hockey, and ice hockey have not grown significantly or have declined in popularity in many European countries. Why is football’s popularity improving relatively? Select
Heinz tomato ketchup has led its product category for over a half-century. Why? What lessons can you draw from Heinz’ experience?
British Airways (BA) has suffered through the introduction and growth of the highly successful low cost airlines, Ryanair and easyJet. BA introduced its own low-cost airline, GO, but later sold it to easyJet.• Compare and contrast BA’s current market strategy with those of Ryanair and
Apple’s iPod is one of the 21st century’s most successful consumer products. Lay out your best attempt to describe Apple’s market strategy for the iPod, using the framework in this chapter.
Market segmentation raises serious ethical issues. Do you agree? Why or why not?
What are the risks and limitations of a strategy based on market segmentation? How can you measure the effectiveness of a market segmentation approach?
Select a market with which you are familiar. Develop a perceptual map by identifying two dimensions, the various product offerings, and your best guess at the market segments.
Select a product in which you are interested. Alternatively, consider this book — Managing Marketing in the 21st Century. How would you segment the market? Describe the segments.
If you have retail outlets for Banana Republic, The Gap, and Old Navy in your country, visit them and observe the products and customers. What inferences can you make about owner Gap Inc.’s segmentation and targeting?
Describe a segment of the higher education market that includes you. Appraise this segment by applying the criteria — differentiated, identifiable, stable, appropriately sized, and accessible.
Do politicians employ segmentation? Describe an example.
Select one or more segments to target by completing the market attractiveness and business strengths analyses.
Assume you are a marketing manager at a firm competing in the product/market you identified in Question
Select a product/market with which you are familiar. Develop a segmentation matrix identifying the importance order of benefits for the various segments.
Suppose your firm decides to address the human pain-relief market. How would you segment this market? What market segments can you identify? Can you identify both coarse- and finegrained segments — market segments and customer segments?
Select a product in which you are interested. Alternatively, consider this book — Managing Marketing in the 21st Century. Lay out a strategy for growth — vision, mission, growth path, and timing of entry.
What is the marketing significance of the question, “What business are we in?” How does the answer help decide what markets to address?
Founded in 1998, by 2006, eBay’s merchandising volume was about $50 billion and profits exceeded $1 billion. What accounts for eBay’s success? How should eBay ensure continued growth and profits?
British Airways, Virgin Atlantic, American, United, and Delta compete on North Atlantic routes.Round-trip, business-class fares list for $8,000 to $9,000, but major corporate buyers may pay as low as $3,000. In late 2005, Eos and MAXJet started offering lower-priced, all-businessclass, New
In the 1950s, a small company named Haloid decided to back Chester Carlson, an inventor. His dry-copy invention — xerography — changed the world. IBM, 3M, and Kodak each turned down Carlson’s proposal. As a 1950s corporate executive with one of these firms, using the concepts in this chapter,
From your knowledge of business, identify current-day examples of pioneer, follow-the-leader, segmenter, and me-too entry strategies.
Google raised large sums of money by going public and making a secondary equity offering.From publicly available data — like Google’s search feature — develop a strategy for growth for Google. What should be Google’s vision, mission, growth path, and timing of entry? Identify growth options
You are consulting for a local restaurant with strong brand recognition and loyalty that has many customers at weekends; yet from Monday through Thursday, business is slow. Design a questionnaire to help identify consumer behaviour, lifestyle, and eating habits on weekdays.The objective is to
What secondary sources (including websites) would you use to find out how to best engage undergraduate college students for an innovative news website?
Using global market-level data for desktop computers, select two forecasting methods that use past sales; predict sales annually for years 2000 though 2006. How do the two methods compare? Is one better than another? Why? How does your accuracy compare with the laptop computer predictions in the
You are the marketing director for a hotel chain responsible for an observational technique to learn about customers’ needs and to provide data to individual hotels. You get the following report from one of your flagship hotels. “Last night, one of our regular customers, Mr. Jackson, arrived to
Suppose you are the product manager for a pharmaceutical firm that is hoping to launch a new drug to treat schizophrenia. Identify the types of people from whom you would secure data.
Select a product in which you are interested. Alternatively, consider this book — Managing Marketing in the 21st Century. From the competitors you identified in Chapter 3: What are their capabilities and difficulties? What are their strategic options? What do you expect them to do?
How would you define 7-Up’s competitive landscape?
Printers and ink account for over 50 percent of HP’s profits, but fewer than 25 percent of its€70 billion revenues (2007). Fast-growing retailers like Cartridge World sell refills at one-half of HP’s prices. How should HP respond? Use scenario analysis to develop options for HP.
Explain the impact of oil prices on product design decisions for car manufacturers. Compare and contrast GM and Toyota.
Slovak Inc. hired Peter Fry for a summer internship. Peter arrived at Slovak’s Budapest headquarters in late June. The CEO directed Peter to visit competitors in different European countries. Peter was to pose as a student seeking data for a term paper — Slovak would pay Peter’s travel and
Southwest Airlines (SWA) now carries more domestic passengers than any U.S. airline. Early in its history, SWA faced a difficult situation with its major competitor, Braniff Airlines — a large domestic and international carrier. SWA operated three routes — Dallas–Houston, Houston–San
In the hair-colouring market, L’Oreal competes with Clairol; in the men’s shaving market, Gillette competes with Wilkinson Sword. Suppose you work for Clairol. Use the competitive assessment analysis to evaluate L’Oreal and identify its strategic options. Or suppose you work for Gillette—
Many observers believe that competition between Microsoft and Google will increase. Identify one or two colleagues to act as Google’s top managers; identify one or two colleagues to act as Microsoft’s top managers. First, the Google team develops a market strategy for Google; the Microsoft team
Some evidence suggests that large companies sometimes dismiss competitive threats as insubstantial. Do you believe this is true? Why or why not? How could you ensure that a successful large company retains a competitive outlook?
Select a product in which you are interested. Alternatively, consider this book — Managing Marketing in the 21st Century. Identify the customers. What are their needs? What are their DMPs?
a. Suppose that you are going to take a two-week vacation when you graduate. How will you decide on your destination? Use the five-stage purchase-decision process to structure your answer.b. Given your answer to 5a, what marketing programme would you suggest for a vacation company that targets
Motorco is about to introduce a new synthetic motor oil. The oil’s primary benefit is less-frequent need for changing — specifically, once every two years, regardless of mileage. Assume that a car owner changes the oil every 6,000 miles and keeps the car at least two years. The current cost of
All credit cards provide transaction value. What value differentiates one card from another?
Many teenagers have mobile phones. Use the feature/benefit/value ladder to identify the benefits and values that mobile phones deliver to teenagers. Suppose you were advising Nokia on new products— what benefits and values could mobile phones offer to teenagers that they are currently not
a. Airbus is developing the A380, a new jet aircraft with more than 500 seats. Other than the airlines, what organisations should Airbus consider as its macro-customers? Why did you select them?b. Suppose you have the task of selling a fleet of A380s to Singapore Airlines. Who would you target for
Select a product in which you are interested. Alternatively, consider this book — Managing Marketing in the 21st Century. What are the direct and indirect competitors? What competitors do you expect tomorrow? How would you compete against the direct competitors? Indirect com -petitors? How would
Identify and classify the environmental pressures that the largest supermarket chain in your country faces. Why does it face these pressures? How do you assess this firm’s performance in addressing them?
Lufthansa is a leading European airline. Use the five forces and PESTLE models to scope out the various external forces that Lufthansa faces.
For many years, Kodak has been a leading U.S. company. Use the five-forces model to assess the industry forces that Kodak faces.
Interpersonal communication is fundamental to the human condition. Develop life cycles for this market and the various product classes and product forms that satisfy this customer need.
In 2002, Krispy Kreme Doughnuts (KKD) was one of the U.S.’s fastest-growing firms. Then the widely publicised Atkins Low Carbohydrate diet changed consumers’ attitudes toward food. Some food firms quickly offered low-carbohydrate options, and others repositioned their products. KKD did not
Select a firm and one of its products. Alternatively, consider this book — Managing Marketing in the 21st Century. Who are the customers? Use the framework for enhancing customer LTV in Figure 2.6 to suggest how you could improve customer LTV.
Sonik CD was a U.S. wholesale buying club for music aficionados and enthusiasts of classical, jazz, and blues, with an annual membership fee of $40. Sonik scoured distributors and independent retailers to find hard-to-get and out-of-print releases. At $10.95 per CD, Sonik’s prices were lower than
Which firms do a good job of retaining and growing current customers, while simultaneously acquiring new customers? What has made these firms successful?
As we shall see in Chapter 11, marketers use the term brand equity to describe the value of a brand.What is the relationship between LTV and brand equity?
A cable company spends an average of €600 to acquire a customer. Annual maintenance costs per customer are €45. Record-keeping and billing costs are €30 per customer per annum. The price of a basic service package is €30 per month. Typically, 40 percent of customers buy a premium package at
Describe the challenges and opportunities that marketing faces in your school or firm.
How has the Internet affected the development of marketing practice?
Identify a major business in your country that declined during the past 10 years. Which of the four marketing principles did it neglect? What would you have done differently? Compare this business to another business operating in the same market that performed better. Explain the performance
Identify a successful local merchant, or consider Target. Use the six marketing imperatives to explain its success.
Does your school approach the market for new students in a systematic way? How could it use the six marketing imperatives to improve its efforts?
The chapter describes how Barnes & Noble’s balance-sheet assets became strategic liabilities.Describe another example. What was the outcome? What would you have done differently?Would it have been easy or difficult to implement your decisions? Why or why not? How would your decisions have
Select a well-known consumer products firm. From the firm’s financial statements, identify the book value of its assets. Also identify the firm’s market value based on its stock price. Is there a difference? What might account for this difference? Do these findings change the way you think
Compare and contrast the usefulness to marketing planners of the General Electric Matrix and the Shell Directional Policy Matrix.
Critically evaluate the product life cycle concept as a marketing planning tool.
What is the relationship between the marketing plan and the sales budget?
Why is a monitoring and control procedure needed as part of an integrated marketing plan?
Explain how short, medium and long term sales forecasts contribute to the marketing plan.
‘Plans are nothing but planning is everything’. Discuss this statement.
Outline the contents of a marketing plan and discuss the marketing activities carried out at each of the stages.
How does clearly defining the firm’s ‘mission’ help marketing planners?
What is the relationship between strategic marketing planning and overall corporate planning?
Differentiate between corporate goals and operational, or functional, marketing objectives. How are these planning activities related?
Asignificant proportion of marketing effort is devoted to satisfying the demands of control systems. How would you justify such a claim on a company’s financial and human resources?
Which factors would a company take into consideration when evaluating the suitability of its product for Internet marketing?
Explain how the Internet can help smaller firms enter and serve customers in international markets.
Give reasons explaining why a website may have to integrate with the rest of the firms marketing mix.
Explain the basic principles of database marketing and data fusion techniques.
How can e-marketing companies reduce the perceived risk inherent in a website transaction for a new potential customer?
When evaluating the benefits of a web site, which factors must forms take into account?
Explain what is meant by the term ‘hypermedia computer mediated environment’and discuss how this environment differs from more conventional marketing communications media.
Using specific examples to illustrate the points being made, distinguish between the ‘intranet’ and the ‘extranet’ and explain the use of these two systems within a marketing context.
Before the firm can take a decision to enter a specific foreign market there must be an awareness of opportunities in the market. How does the firm become aware of such opportunities?
The world market is really a series of market segments, each with different needs and wants. Successful international market segmentation requires a careful selection of country markets, regions and customers. Discuss.
Outline and discuss the principle elements of culture as they affect the behaviour of the international firm.
What is culture? Why is an understanding of culture important in international marketing?
What role has innovation in international channel management? How can a firm maintain or gain market share by innovating in the channel of distribution?
Why does channel conflict occur? Is conflict more likely to occur in international marketing?
Discuss the commonly held belief that there is no single market entry strategy which is appropriate in all circumstances.
Is it necessary to adopt a specific business outlook for success in international markets? Is such an outlook a prerequisite for the motivation in firms to internationalise?
Discuss the main reasons for firms moving from serving purely domestic markets to becoming international or even multi national marketing organisations.Use specific examples if possible to illustrate the points being made.

Showing 2900 - 3000 of 4701

First
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
Last

Management Of Marketing 1st Edition Geoff Lancaster, Paul Reynolds - Solutions

Step by Step Answers