Marketing Management Knowledge and Skills 11th edition J. Paul Peter, James H. Donnelly - Solutions

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Silicon Valley in California is home to countless high-tech startups. So why is it the headquarters of Impossible Foods? Because the company is using sophisticated technology to invent a meatless burger that looks, smells, cooks, and tastes like a flavorful, beefy, ground-meat hamburger. Dr.
Hilton Worldwide was founded in 1919, and the lodging giant is expanding by adding new brands and opening in new markets to continue its aggressive growth. Based in McLean, Virginia, Hilton has a wide product mix covering multiple brands. Its line of luxury hotels includes two brands, Waldorf
Remember Doritos Locos Tacos? Introduced in 2012, this one product increased Taco Bell’s revenues by a whopping $1 billion during its first year on the market. No wonder the fast-food restaurant company never stops cooking up ideas to change and expand its menu. Taco Bell’s research shows that
Headquartered in Cupertino, California, Apple Inc. has experienced many challenges throughout its business history. In 1997, the company’s share price was $3.30. By checking the price today, you can see the unbelievable gains in price. Apple regularly places very highly on lists of “most
Most firms do not want other companies to copy their successful business model. However, the shoe retailer TOMS is not your typical retailer. While many organizations try to incorporate social entrepreneurship into their business operations, TOMS takes the concept of philanthropy one step further
In 1978, two entrepreneurs, John Mackey and Renee Lawson Hardy, began a challenging venture to create a company that incorporated the values of healthy living and conscious capitalism, all with a $45,000 loan. Their efforts led them to open a small natural foods store named Safer Way Natural Foods,
New products, new technologies, and new partnerships— these are some of the elements in Crayola’s marketing strategy for continued success in the digital age. The original founders of Crayola marketed their first boxed set of eight crayons in 1903, seeking to compete with more expensive
Both Apple and Samsung have been at the forefront of technology innovation. Technological forces are pushing for newer and better products, and tech companies must constantly pursue product development to compete effectively against each other. As a result, the tech environment has become highly
Dollar General has a strong understanding of the economic forces that impact its customers. The company has overtaken the competition by recognizing that the large income gap in the United States leaves a significant number of locations untouched by rival stores. As such, Dollar General’s
What business cycle stage are we experiencing currently? How is this stage affecting business firms in your area?
How do wealth and consumer credit affect consumer buying power?
Describe marketers’ attempts to influence political forces.
What types of problems do marketers experience as they interpret legislation?
What does the term technology mean to you? Do the benefits of technology outweigh its costs and potential dangers? Defend your answer.
What factors determine whether a business organization adopts and uses technology?
What evidence exists that cultural diversity is increasing in the United States?
In 1991 electrical engineer Jeff Lebesch and Kim Jordan began making Belgian-style ales in their basement. The impetus for the brewery occurred after Lebesch had spent time in Belgium riding throughout the country on his mountain bike. He believed he could manufacture high-quality Belgian beers in
Wells Fargo, one of the largest banks in the United States, is in hot water. The Consumer Financial Protection Bureau fined the bank $185 million after it opened 2.1 million unauthorized client accounts and services that lowered customer’s credit scores. About 5,300 employees were fired for
What is social responsibility? Why is it important?
Liz Forkin Bohannon, Founder and CEO of Sseko Designs, a socially minded fashion and design company from Portland, Oregon, uses the company as a platform to empower women in Uganda and East Africa. In 2008, after traveling to Kampala, the capital city of Uganda, she was appalled to see the extreme
What are stakeholders? What role do they play in strategic marketing decisions?
What is strategic philanthropy? How does it differ from more traditional philanthropic efforts?
Why is ethics an important consideration in marketing decisions?
How do the factors that influence ethical or unethical decisions interact?
What ethical conflicts may exist if business employees fly on certain airlines just to receive benefits for their personal frequent-flyer programs?
Give an example of how ethical issues can affect each component of the marketing mix.
How can the ethical decisions involved in marketing be improved?
How can people with different personal values work together to make ethical decisions in organizations?
What trade-offs might a company have to make to be socially responsible and responsive to society’s demands?
What is marketing research? Why is it important?
Instagram is a photo-sharing app that has surpassed 800 million daily active users. In contrast, rival Snapchat has 173 million. Instagram allows its users to manipulate their photos with different filters and share them with friends and the greater Instagram community with hashtags and location
What if someone could consolidate the fragmented customer experience measurement industry? This is the question Market Force Information co-founders Karl Maier, Paul Berberian, and Rushton McGarr asked themselves when they set out to create a customer experience management company in 2005. Market
What is big data? Why is it important to marketing research?
How can marketers use online services and the internet to obtain information for decision making?
Would you want to work for Harley-Davidson? Why or Why not?
Remembering the target market segments you identified in Chapter 9 for your marketing plan:1. (a) Identify which one of the four social networks described in the chapter would be most useful and(b) Give your reasons. Would you consider other social networks like Pinterest? Why or why not?2. Briefly
Does your marketing plan involve reaching global customers outside the United States? If the answer is no, read no further and do not include a global element in your plan. If the answer is yes, try to identify the following:1. What features of your product are especially important to potential
Your marketing plan needs a market-product grid to(a) Focus your marketing efforts and(b) Help you create a forecast of sales for the company. Use these steps:1. Define the market segments (the rows in your grid) using the bases of segmentation used to segment consumer and organizational markets.2.
In fine-tuning the product strategy for your marketing plan, do these two things:1. Develop a simple three-column table in which (a) market segments are in the first column and (b) the one or two key points of differences of the product to satisfy the segment’s needs are in the second column.2.
1. Identify the likely prospects for your product or service.2. Determine what information you should obtain about the prospect.3. Describe how you would approach the prospect.4. Outline the presentation you would make to the prospect foryour product or service.5. Develop a sales plan, focusing on
Does your marketing plan involve a marketspace presence for your product or service? If the answer is “no,” read no further and do not include this element in your plan. If the answer is “yes,” then attention must be given to developing a website in your marketing plan. A useful starting
You are planning to buy a new car so you decide to visit www.edmunds.com. Based on your experience visiting that site, do you think you would enjoy more or less control in negotiating with the dealer when you actually purchase your vehicle?
1. What recent StuffDOT actions have added to its user-friendliness?2. (a) Who are StuffDOT’s major competitors and (b) what point(s) of difference should StuffDOT use to distinguish itself from them?3. How should StuffDOT be marketed so that it becomes an integral part of everyday life?4.
In your new job as a retail store manager you decide to add mobile marketing to your promotional campaign. Describe how a Bluetooth Low Energy (BLE) beacon could increase sales in your store.
To augment your promotion strategy from Chapter 14:1. Use Figure 15-2 to select the advertising media you will include in your plan by analyzing how combinations of media (e.g., television, Internet, radio, and yellow pages) can complement each other.2. Use Figure 15-6 to select your
1. What factors contributed to Taco Bell’s early success?2. Which of the promotional elements described in Figure 14-2 were used by Taco Bell in its Doritos Locos Tacos campaign?3. How does Taco Bell ensure the continued success of the food chain?The founder of Taco Bell, Glen Bell, started his
1. You should(a) Identify the target audience,(b) Specify the promotion objectives,(c) Set the promotion budget,(d) Select the right promotion tools,(e) Design the promotion, and(f) Schedule the promotion.2. Also specify the pretesting and posttesting procedures needed in the implementation and
1. What is the key to success at Mall of America? 2. What trends contributed to the idea for the Mall of America? 3. What challenges does Mall of America face as it strives to continue its success? 4. What specific actions has Mall of America taken to address each
1. Which of the four approaches to setting a price does Carmex use for its products? Should one approach be used exclusively?2. Why do many Carmex product prices end in 9? What type of pricing is this called? What should happen to demand when this approach is used?3. Should cost be a factor in
In starting to set a final price:1. List two pricing objectives and three pricing constraints.2. Assume a fixed cost and unit variable cost and(a) Calculate the break-even points and(b) Plot a break-even chart for the three prices specified in step 2.
1. What is “purpose-driven marketing” from a product and brand management perspective at Procter & Gamble?2. How does the purpose-driven marketing for Secret deodorant relate to the hierarchy of needs concept?3. What dimensions of the consumer-based brand equity pyramid have the Secret
For the product offering in your marketing plan,1. Identify(a) Its stage in the product life cycle and(b) Key marketing mix actions that might be appropriate, as shown in Figure 10-1.2. Develop(a) Branding and(b) Packaging strategies, if appropriate for your offering.
1. What are the points of difference, or unique attributes, for GoPro products?2. What are GoPro’s primary target markets? How does content marketing influence these markets?3. Describe the new product development process used at GoPro. What are the similarities and differences to the process
To help you collect the most useful data for your marketing plan, develop a three-column table:1. In column 1, list the information you would ideally like to have to fill holes in your marketing plan.2. In column 2, identify the source for each bit of information in column 1, such as an Internet
1. What global market-entry strategy did Mary Kay use when it entered India?2. Is Mary Kay a global brand? Why or why not?This case describes the market entry into India by Mary Kay, Inc. At the time of the case, Mary Kay, Inc. was one of the largest direct sellers of skin care and color cosmetics
Parts of tasks 5 and 6 in Figure 2-10 are done both concurrently and sequentially.(a) How can this be?(b) How does it help the students meet the term paper deadline?(c) What is the main advantage of scheduling tasks concurrently rather than sequentially?
Compare the advantages and disadvantages of Ben & Jerry’s attempting to expand sales revenues by using(a) A product development strategy or(b) A market development strategy.
1. Read Appendix A, “Building an Effective Marketing Plan.” Then write a 600-word executive summary for the Paradise Kitchens marketing plan using the numbered headings shown in the plan. When you have completed the draft of your own marketing plan, write a 600-word executive summary to go in
1. From the information about Chobani in the case and at the start of the chapter,(a) Who did Hamdi Ulukaya identify as the target market for his first cups of Greek Yogurt and(b) What was his initial “4Ps” marketing strategy?2. (a) What marketing actions would you expect the companies selling
1. Now to get you started on your marketing plan, list four or five possible topics and compare these with the criteria your instructor suggests and those shown above. Think hard, because your decision will be with you all term and may influence the quality of the resulting marketing plan you show
What strategic actions should Indra Nooyi take to sustain the corporation’s impressive financial and market performance? Should its free cash flows be used to fund additional share repurchase plans, pay higher dividends, make acquisitions, expand internationally, or for other purposes? What other
What, if anything, strikes you as impressive about Dell? In reading and preparing the case, was there anything that you thought was particularly outstanding about this company?
What are the elements of Dell’s strategy? Which one of the five generic competitive strategies is Dell employing? How well do the pieces of Dell’s strategy fit together? Is the strategy evolving and, if so, in what ways?
Does Dell’s expansion into other IT products and services make good strategic sense? Why or why not?
Given that Dell is a global player, how would you characterize the company’s strategy—is Dell using a multi-country strategy or a global strategy? And if it is a global strategy, what kind of global strategy?
What does SWOT analysis reveal about the attractiveness of Dell’s situation in 2008?
In what respects, if any, is Hewlett-Packard’s strategy in PCs more appealing or better than Dell’s strategy?
What issues and problems does Michael Dell need to address?
What actions and strategy changes would you recommend to Michael Dell to boost the company’s performance and its prospects for overtaking HP in global sales of PCs?
What are the primary driving forces in the U.S. fast-food industry in 2004?
Using Porter’s Five Forces Model, assess the strength of each competitive force in the U.S. fast-food industry?
Is the U.S. fast-food industry attractive?
What are the fast-food industry's key success factors?
Complete a SWOT analysis for Pizza Hut and KFC?
In what ways are Pizza Hut and KFC positioned to take advantage of the industry's key success factors?
What are Pizza Hut and KFC's primary competitive advantages?
What are the benefits of franchising versus company-owned restaurants for companies like Pizza Hut, KFC, or McDonald's?
Describe Pizza Hut and KFC's historical investment strategies in Latin America?
If you were Eric and Mary Reynolds, what decisions would you make with respect to marketing strategy? Which target market and positioning strategy do you think make the most sense, and why? What marketing mix would you develop?
Before the Reynolds can pursue their dream, they need some start-up money. What other kinds of information will they need to take to either a bank or an investor to seek funding?
What does a five-forces analysis reveal about the strength of competition in the U.S. family clothing stores industry?
What factors are critical to success in the U.S. family clothing stores industry?
What is Gap Inc.’s strategy? Which of the five generic competitive strategies discussed in Chapter 5 most closely fit the competitive approach that Gap is taking? What type of competitive advantage is Gap trying to achieve?
What does a SWOT analysis of Gap reveal about the overall attractiveness of its situation?
What recommendations would you make to Gap senior management to improve upon its turnaround strategy? What actions are necessary to restore the competitiveness of its core Gap, Banana Republic, and Old Navy brands?
What are the external opportunities and threats to the company?
List the changes made by the company in manufacturing, human resources, marketing and finance during the initial turnaround. What was the relative importance of each of these for achieving the turnaround of the company?
Summarize Harley-Davidson’s marketing mix. Are all of the elements consistent with the overall marketing strategy?
What should the company do to continue to grow in market value, market share, sales, and revenues?
Are motorcycles a mature or declining product?
Do you think Harleys look cool? Would you like to own one? Why or why not?
What is PepsiCo’s corporate strategy? Briefly identify the business strategies that PepsiCo is using in each of its consumer business segments in 2008.
Does PepsiCo’s portfolio exhibit good strategic fit? What value-chain match-ups do you see? What opportunities for skills transfer, cost sharing, or brand sharing do you see?
What does a Five Forces Model of the specialty coffee industry look like?
What is Expresso Espresso’s current generic strategy? What should it be? Why?
How would you characterize Mr. Sylvester’s values? What are the advantages and disadvantages?
How would you characterize Todd Sylvester’s management style?
What does a SWOT analysis of Expresso Espresso reveal?
Should Todd expand? Evaluate the risk of expanding too quickly versus the risk of losing market share.
The case describes some of the competitive dynamics in the sleep and respiratory markets, with special emphasis on the OSA segment of the home medical equipment industry. Identify the major driving forces in the OSA market segment. What are the key success factors (KSFs) for competing in this

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Marketing Management Knowledge and Skills 11th edition J. Paul Peter, James H. Donnelly - Solutions

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