Marketing 20th Edition William M. Pride, O. C. Ferrell - Solutions

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Disney is an entertainment conglomerate. What corporate-level strategy does this represent?a. Grand strategyb. Stability strategyc. Portfolio strategyd. Differentiation strategy
1. At what stage on the S-curve is digital photography?2. Kodak had a promising entry into the field of digital photography, first by inventing the digital camera and then by being first in sales in 2005. How could the company have failed to capitalize on innovations that it created?3. Suppose that
Outline the steps of the strategy-making process.
Disney is aware of the strategies that made its companies successful and the company continues to rely on those strategies even as the competition changes. What is this behavior called?a. Strategic dissonanceb. Competitive inertiac. Distinctive competenced. Grand strategy
Describe strategic moves of direct competition.
The development of digital photography followed what pattern of innovation?a. S-curveb. Innovation streamc. Technological innovationd. C-curve
Describe the state of innovation in Canada today.
The innovation of the digital camera was what to the field of photography?a. Technological substitutionb. Discontinuous changec. Technological discontinuityd. Innovation stream
Describe innovation streams.
Kodak’s initial reaction to the original digital camera in 1975 was to hide it in order to protect its film business. This is an example of what type of behavior?a. Refreezingb. Change interventionc. Unfreezingd. Frozen
What is technological lockout and how does it occur? Give examples of technological lockout.
According to Muhlhauser, what are the three types of employees in a turnaround and how are they dealt with?
1. Despite having a low temporal immediacy, a low proximity of effect, and a low concentration of effect, GM’s faulty ignition switch problem has a very high degree of ethical intensity. Why?2. What can GM do to help improve its ethical decision-making?3. To whom is GM socially responsible
What does the term integrated marketing communications mean?
During nearly four decades of business operations, Memphis-based FedEx has earned a reputation for reliable, on-time delivery of packages to homes and offices around the country. Founder Fred Smith originally focused on overnight deliveries, choosing Memphis as the company’s headquarters because
Nike, the long-time market leader in athletic shoes, apparel, and gear, has been racing into innovation for more than 50 years. Co-founders Phil Knight and Bill Bowerman met at the University of Oregon, where Knight was a student athlete and Bowerman was a veteran coach and trainer. For years,
Identify and discuss the major characteristics of services.
Everyone wants to be strong, healthy, and fit. But not everyone is in the target market for Mike Boyle Strength & Conditioning (MBSC). With two Massachusetts locations, MBSC offers a variety of services to help athletes at all levels build strength, improve endurance, and enhance performance.
What is service quality? Why do customers find it difficult to judge service quality?
Identify and discuss the five components of service quality. How do customers evaluate these components?
What is the significance of tangibles in service marketing?
How do search, experience, and credence qualities affect the way customers view and evaluate services?
What steps should a service company take to provide exceptional service quality?
How does nonprofit marketing differ from marketing in for-profit organizations?
What are the differences among clients, publics, and customers? What is the difference between a target public and a target market?
Discuss the development of a marketing strategy for a university. What marketing decisions must be made as the strategy is developed?
Define supply chain management. Why is it important?
In May 2017, Mars, Incorporated, the world’s largest chocolate company, announced the launch of a new stand-alone subsidiary called The Cocoa Exchange. While Mars focuses on mass producing products like Snickers and M&M’S that are available in all distribution channels, The Cocoa Exchange
Archer Daniels Midland (ADM), one of the world’s largest agricultural processors, is a vital link between farm, factory, and table. The Chicago-based multinational rings up almost $62 billion in annual net sales of soybeans, corn, gluten, and other agricultural products provided by farmers
At a time when many retail organizations are favoring e-commerce and cutting back on store locations, the upscale fashion retailer Rebecca Minkoff is on the cutting edge of brick-andmortar retailing. The New York–based firm was cofounded by designer Rebecca Minkoff and her brother, Uri Minkoff,
Bernard and Eugene Gelson, the founders of Gelson’s Markets, grew up helping their parents operate a grocery store in Iowa. As the Depression wound down in the late 1930s, the family moved to Los Angeles and opened a new grocery. The entrepreneurial brothers were eager to launch their own
How is online retailing integrated with other forms of retailing?
From ladders to lumber to light bulbs, Lowe’s sells just about everything a consumer or contractor would need to build, repair, and maintain a home. The North Carolina–based homeimprovement retailer operates more than 1,800 cavernous stores across North America. With hundreds of thousands of
Frank Pepe’s Pizzeria Napoletana has opened one of the most recognizable pizzerias in the United States using word of mouth (WOM). After returning from World War I, Pepe began making bread during the week and pizzas on the weekend. After seeing a demand for his product, he utilized his
Watch a movie or television show carefully and you will likely identify several familiar product brands. These products are not there by accident. In fact, companies pay millions of dollars for screen time. The Subaru WRX in Baby Driver, Krispy Kreme in Power Rangers, and IHOP in the Man of Steel
Which criticisms of promotion do you believe are the most valid? Why?
Television advertisers have faced challenges in the past decade. People tend to watch fewer television shows at the time of airing or choose to watch them on platforms such as Netflix or Hulu. The use of Digital Video Recorders (DVRs) has also contributed to this challenge as viewers can fast
Digital native advertising is online advertising that matches the appearance and purpose of the content in which it is embedded. For example, the wedding website The Knot may feature sponsored articles about wedding gowns that consumers can purchase through the website. Consumers find this
The Nederlander Organization has been managing Broadway-type theaters in several states and the U.K. for more than 100 years. It is a theatrical organization that owns concert venues and Broadway theaters. Nederlander describes itself as a lifestyle company, which puts it in a specific niche with a
When it comes to advertising, apparel manufacturer and retailer Patagonia takes a different approach. The headlines of its popular advertisements feature in big, bold letters “Don’t Buy This Jacket.” Underneath is a photo of a Patagonia jacket made from recycled materials. The copy of the
Salesforce.com strives to create mutually beneficial relationships with all of its stakeholders, including customers, employees, and communities. Salesforce.com is a customer relationship management (CRM) vendor that provides a cloud-computing model to enable businesses to manage relationships with
Identify the steps of the personal selling process. Must a salesperson include all these steps when selling a product to a customer? Why or why not?
Why are support personnel needed in the sales force?
What types of sales promotion methods have you observed recently? Comment on their effectiveness.
For luxury-goods maker Louis Vuitton, price is a critical part of its marketing strategy. However, unlike most other companies, demand for Louis Vuitton products tends to rise with price increases. This is because its target market focuses on prestige-sensitive buyers— those who purchase products
In the United States, the retail pharmacy field is dominated by two large firms, Walgreens and CVS. CVS, the second largest pharmacy chain, is constantly competing against Walgreens for market share, especially in its quest to become more of a health-care management company. One way in which
Bringing down the high price of fashion eyeglasses was the goal that four friends set out to achieve when they founded Warby Parker in 2010. The business idea grew out of co-founder Dave Gilboa’s personal experience. When he was a graduate student, he lost his glasses while hiking and was so
What are the benefits of cost-based pricing?
Are the people in the room a good proxy for their customers? Are the young managers a better proxy than the older managers?
What additional information would be helpful to strengthen a recommendation?
How would that information best be obtained?
Run a taste test. Compare Pepsi vs. Coke, or bottled water vs. tap, or an expensive bottle of wine vs. the boxed stuff. Note participants' level of knowledge and surprise.
New businesses are frequently launched as a means to address a current glitch in the industry. Pick an industry and identify a typical customer problem. What changes co u l d you make to enter that industry and enhance customer satisfaction (and be profitable)?
Founded in 1887 in Nottingham, England, Raleigh Wheels became known as the original all-steel bicycle manufacturer. Eventually, ownership of a Raleigh bike became a status symbol. Raleigh's product development has been significantly influenced by trends in the European market where biking had long
Good Bite is interested in selling a new form of teeth-whitening strips. They dissolve in your mouth, and leave less of a gunky residue feeling than current competitors. Whitening strips seem to appeal to people 20-29 years old. Competitors' data on existing strips suggest they appeal to women
Consumers frequently become acquainted with Numi's organic teas through sampling promotions in upscale venues or in partnership with other companies that are promoting organic and fair-trade products. Numi's product line is positioned in the marketplace as a premium-tasting, premium-quality tea
Compare two fast food restaurant chains-Chipotle and McDonald's (who no longer owns Chipotle). Chipotle has locations throughout the U.S., but that presence is obviously dominated by McDonald's vast network. Chipotle is positioned as offering fresh food, made to the customer's requests, that is
Are the old managers right? A lot of other wearables focus on counting steps or enabling apps. ls that what this group should design, so as to be seen as a legitimate competitor and not confuse customers, or should they design something different to be seen as innovative?
Kodak's Graphics Communication Group (GCG) is one of the company's largest growing businesses. On one hand, Kodak's GCG serves customers using offset or analog printing that requires long production runs to be cost efficient. On the other hand, the company also serves customers who use digital
Volta's core business is the financial investment instruments it wants to sell. Its value-addeds include financial advisors who provide nearly free counsel. Like most financial advisors, Volta's people sell products that seem simple to them, but complicated to most of their customers. Financial
Eric Ryan and Adam Lowery, cofounders of Method, a line of household cleaning products, discuss how the product concept came into being and subsequently was developed into a premium line. Ryan and Lowery saw an opportunity to create a premium brand from the observation that the lucrative
Smart USA, headquartered in Bloomfield Hills, Michigan, sells the Smart Fortwo: a two-passenger vehicle that is produced in France by the Mercedes Benz car group. Smart Fortwo is the smallest car sold in the United States, and it is the most fuel-efficient vehicle outside of the hybrid cars. Smart
Washburn Guitar has been a maker of fine musical instruments since the company's founding in Chicago in 1883. The company promises that "each guitar [it produces] represents the finest quality at the best possible price:' Washburn has four price points: (1) entry level at $349 and below; (2)
Like a lot of massively successful consumer companies who want their customers to see they have big hearts, Starbucks offers a line of coffees for purchase made from small growers who meet certain economic and ethical standards. A challenge for Starbucks is that none of these such coffee growers
Ogden Publications, a publisher of a variety of magazines, uses integrated marketing communications to coordinate and achieve consistency across all aspects of its marketing efforts. Ogden's marketing department-consisting of a circulation team, a creative services team, a merchandise and events
What did we learn from the cost assessment manager?
What i s the strategy? If the company wants to emphasize customer acquisition, what would you recommend ? If the company wants to emphasize customer retention, what would you recommend ?
Which of the first two managers' directions (direct mail or email) would you support?
What else would you like to know for a more thorough a ssessment?
How would you describe this algorithm in network terms? Would you use the same network principles if you were to design a competing algorithm?
Critics say this method doesn't account for the fact that many Websites are not managed well; they might not be updated, links might not work, etc. How would you improve on this algorithm to address these concerns?
Lake-Snell-Perry-Mermin Associates (LSPMA) is a decision research firm that works on behalf of clients to determine what different segments of the population believe and feel about issues of interest to the clients. A third of LSPMA's work is for political candidates, another third is work for
Recall from Chapter 1, an electronics firm was contemplating what attributes would appeal to its customers if it were to issue a new wearable. The features that the brand team focused on, and the dummy variable codes, were these:They ran a conjoint study on every 10th customer who came into one of
Blu Dot cofounders Maurice and John discovered they did not like the furniture they could afford after graduating college and could not afford the furniture they wanted. Blu Dot was conceived as a business venture to address what was perceived as a void in the U.S. furniture market. The furniture
Consumers looking for entertainment have many options. Each content provider has business strengths and weaknesses. For example, Netflix has a recommendation engine and a relatively vast library for streaming. Hulu can be freely accessed because of advertising sponsorship, but has limited
What strategies would you say dominate corporate philosophies in these countries: the U.S., China, Japan, Germany, Brazil? Are their "brand managers" watching the right indicators?
Think of a company you'd like to interview with, and list 1-2 specific factors for each of Porter's five forces.
White Rock Beverage, a producer of soft drinks and sparkling waters, was founded in 1871. In 1900, White Rock was the upscale beverage of choice, ranked number one in the market; a century later, White Rock ranked number 100. When the company's current president, Larry, who is the
When people feel like they have more money than time, certain services flourish. Imagine setting up a butler service called Jeeves. Jeeves would see to all the logistics details in your life that consume more time than you wish to grant them. Jeeves will take care of your information needs, from
What evidence exists that being socially responsible and ethical is worthwhile?
What is a market? What are the requirements for a market?
Nike, the company behind the famous swoosh logo and the classic “Just do it” ad campaign, has long been a major force in marketing athletic footwear, clothing, and equipment. It targets professionals and other consumers with innovative shoes and apparel for running, basketball, soccer, tennis,
In your local area, identify a group of people with unsatisfied product needs who represent a market. Could this market be reached by a business organization? Why or why not?
Since 1953, Oregon-based Umpqua Bank has worked hard to earn a regional reputation as a friendly, responsive, and responsible community bank. Headquartered in Portland, the bank serves consumers, small businesses, and corporations in its home state as well as in Washington, Idaho, California, and
Why is selecting appropriate target markets important for an organization that wants to adopt the marketing concept philosophy?
Eyeing the way today’s consumers buy, prepare, and consume food products, Campbell’s Soup has been busy cooking up new marketing for new lifestyles and demographics. The 150-year-old company still offers its traditional condensed soups in cans with the familiar red-and-white label, as well as
What is consumer misbehavior? Describe the various forms of consumer misbehavior.
When Apple introduced its mobile payment system in 2014, the company was looking to leverage the popularity of its iPhone by adding more functionality and convenience for millions of customers. With Apple Pay, iPhone owners and Apple Watch wearers first enter their credit- or debit-card
Founded in 1999, Salesforce.com has become a forceful player in the world of business technology, specializing in software that helps organizations manage customer relationships, handle marketing contacts, coordinate and analyze sales, and manage customer service. Salesforce.com was an early
How has the internet facilitated the organizational buying process?
From rural farmers to multimillionaires, millions of people in China are reaping economic opportunities from the growing e-commerce market. One entrepreneur earns $5 million in sales annually from his ladies’ handbag e-commerce business—a far cry from his humble origins. Although his success
What factors must marketers consider as they decide whether to engage in international marketing?
Discuss the impact of strategic alliances on international marketing strategies.
Contrast globalization with customization of marketing strategies. Is one practice better than the other?
With nearly 800,000 guest rooms in 100 cities worldwide marketed under 13 different hotel and resort brands, the InterContinental Hotels Group (IHG) is appealing to multiple target markets of customers, families, and business travelers. The multinational company’s brands include InterContinental,
How does digital marketing differ from traditional marketing?
Zappos the world’s largest online shoe retailer, was one of the first companies to incorporate social media into its business, and it has established itself as a leader in its use. Zappos sells women’s, men’s, and kid’s shoes as well as clothing, bags, and more. The Amazon-owned company
The idea for Dollar Shave Club (DSC) emerged from a conversation entrepreneur Michael Dubin was having with his co-founder about the annoyances of shaving. They found it inconvenient and costly to have to purchase brand-name blades each month. They decided to create DSC, a subscription-based
How has digital media changed consumer behavior? What are the opportunities and challenges that face marketers with this in mind?
Describe the ways marketers can measure digital strategy success.

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