Marketing Management: Pearson New International Edition 4th Edition Russ Winer - Solutions

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Describe the pricing decision framework
Explain the pricing objectives of different firms
Explain the meaning and significance of price in marketing decisions
Identify organisational issues in delivering service quality
Describe how to measure the quality of service in a firm and level of customer satisfaction?
Explain what constitutes quality service?
Describe the role and significance of customer service in corporate strategy
Identify brand archetypes
Explain the power of internet and brand management
Summarise brand building process
Describe the concept of brand equity
Explain how brands connect with customers?
Define internet and new product development
Demonstrate the organisation of new products
Analyse the theory of diffusion of an innovation/new product
Explain innovations and new product development
Describe branding decisions
Summarise the new product development process
Explain the concept of new product and factors contributing to new product development
Describe the Indian market and new product development
Explain ethics in product marketing
Identify emerging issues in product policy in India and other Asian countries
Assess product life cycle and locate products or brands in the product’s life cycle
Describe key concepts in product decisions including those relating to product mix and digital products
Explain the significance of innovations and environmental impact analysis in product planning and management.
Elaborate the different techniques used in forecasting short term and long term market demand
Explain the different terms used in market measurement
Explain targeting and positioning brand
Describe how to segment the market and the requirements for effective segmentation
Identify the basis for segmenting the markets
Explain segmentation and the need for segmentation
Describe the impact of technology especially ICT on organisational purchase
Interpret the buying situations
Distinguish between an organisational buyer and consumer
Describe the concept of value and value maximisation in organisational purchase
Describe tools to study buyer behaviour
Summarise influences on buyer behaviour
Judge customer decision making
Estimate what and why of customer purchase
Analyse online buyer behaviour
Explain myths about the consumer
Describe the new Indian consumer and how this consumer is shaping the market opportunity
Recognise big data and how it is being used by firms to track market behaviour
Summarise customer relationship management and the tools to manage the same
Describe data mining and warehousing
Explain marketing intelligence and information system
Describe the applications of marketing research
Analyse the marketing research process—sampling procedure, virtual focus groups, and measurement and scaling in marketing research
Explain the importance of marketing research in marketing decision making
Describe the structure of marketing planning
Demonstrate the approaches to marketing planning
Interpret the product market fit
Explain the concept of market opportunity and the framework of market opportunity analysis
Evaluate how firms respond to competition
Design the framework for competitive analysis
Describe the stages and forms of competition
Summarise the factors contributing to intensity of inter-firm rivalry
Explain the significance of the competition to market evolution, product development and good practices including those that empower customer
Categorise the financial dimensions of customer acquisition and retention
Demonstrate the relationship between customer value and loyalty
Describe the customer value and value maximisation strategies
Explain the factors in customer acquisition and how customer can be retained
Analyse the customer life cycle and stages therein
Explain new marketing horizons
Interpret the concept of marketing mix and its relevance in competitive advantage
Explain the purpose of marketing
Describe the evolution of the contemporary marketing process
Distinguish between types of orientations prevalent in organisations
Describe the new marketing concepts and the significance of social networks in the Great Indian Market
Explain the changing Indian market and innovation challenges
Continuing question 5, how would you construct a database or CIF for the brand in one of the low-involvement categories?
Are loyalty programs more likely to be successful for certain kinds of products and services than for others? Given the proliferation of loyalty programs, how can you differentiate your program from competitors’ programs?
Think of a company that has provided great customer service to you recently.What did it do? How did it go beyond what you expected? What do companies have to do to get employees to deliver such service?
Why is it important for marketing managers to measure customer expectations as well as actual satisfaction from consumption or usage?
Consider the customer satisfaction model shown in Figure
Think of a recent example in which you were treated poorly by a company.Assuming you choose not to buy any more of that company’s products or services, approximately what is the present value of the revenue that company has lost?(Assume the only lost revenue is from your purchases and not, for
Levi Strauss sells the same products, Levi’s and Dockers, to multiple channels of distribution, from high-image (Bloomingdale’s) to low-image (Sears, Mervyns)outlets. What would you suggest as a distribution strategy so that the company can better differentiate its product by channel and not
Develop two examples of companies that are using other companies as distributors(such as AT&T using Fry’s Electronics for Internet service). What benefits are the original companies receiving in these two cases?
For what kinds of products and services would direct e-mail be appropriate? Other than sales, what goals can direct e-mail achieve?
Besides the criteria for assigning salespeople to territories, what other factors should be taken into account?
What products or services would be more appropriate for implementing the three different approaches to determining sales force size described in this chapter? Be specific.
A number of new in-store coupon-delivery systems other than the Catalina system are being developed (e.g., free-standing kiosks). Compared to coupons delivered through the mail or newspapers and magazines, what kind of impact do you expect these coupons to have on consumer behavior other than
Summarize the factors that affect the allocation of money between advertising and promotion. Considering the consumer franchise-building approach, when would you want the CFB ratio to be below the 50 to 55 percent recommended? When might you want it to be much higher?
Consider Figure 5 (“Strategies for Trade Dealing”). What other products or services would fit into the four boxes?
How are advertising and sales promotion similar? Different? Which do you think is a more effective communications tool and why?
As noted in this chapter, although Web advertising spending has increased significantly, low clickthrough rates have discouraged many companies from expanding their Web advertising budgets. Go to several sites with banner ads, and pick some that you think are good and some that are not. Ignoring
Suppose that a new communications program is being developed for your school.What would be the goals of this program? What information would you collect to measure the effectiveness of the program?
Find two different ads: one with an emotional appeal and one with a rational appeal. How would you design an advertisement for each of the two products with the opposite appeal?
Integrated marketing communications (IMC) is an important concept in marketing.What are the barriers to a marketing manager’s implementation of IMC? If IMC is not achieved, what is the impact on the marketing strategy?
Develop arguments pro and con with respect to customized pricing. What are the differences in implementing the policy across different product types, for example, B-to-B, consumer durable, consumer frequently purchased, and services?
What other products and services exhibit a strong correlation between price and perceived quality? Are marketing strategies different for such products than they are for those for which there is no such natural relationship?
This chapter explores alternative methods for forecasting the demand for new products before they are launched. Compare these methods with those that use existing sales data for products already on the market. How are the forecasting challenges facing marketing managers different in the two cases
Are there some kinds of products and services that can be more easily mass customized than others? Are there any negatives to mass customization?
In late 2002, Dell Computer Corporation decided to start selling “white boxes,”unbranded PCs, to computer distributors who then put their own or some other private-label brand on them. Do you think this was a good idea? Why or why not?(Hint: Dell killed the idea in 2005).
Are there some product categories that are more amenable to global branding than others? What are the general characteristics of those that work and those that do not?
Choose a brand that you think is weak in the minds of customers. Using the framework shown in Figure 1, what are the elements of brand equity that are deficient for this product?
Pick two companies with different branding strategies (i.e., corporate parent brands versus distinct product brands). Why do you think they are using different branding approaches?
What are the limitations of the game theory approach to understanding competitive strategy?
In most cases, competitors are viewed as being undesirable, that is, having fewer competitors is better than having many. Can you think of situations in which having competitors can help you?
Suppose you were the marketing manager for Steinway in charge of its line of grand pianos. How would you design a research study to better understand the generic competitors for this product?

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Marketing Management: Pearson New International Edition 4th Edition Russ Winer - Solutions

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