Marketing Management 12th Edition Philip Kotler , Kevin Keller - Solutions

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=+6 How is marketing in a post modern world and retro marketing practised?
=+5 What is the philosophy of marketing?
=+4 What are the European marketing realities, company and consumer challenges?
=+3 How is marketing practised?
=+2 How do we understand markets and customers?
=+1 Why is marketing important and
=+n How can Sonic evaluate its level of ethically and socially responsible marketing?
=+• What can Sonic do to evaluate its marketing?
=+0 What control measures should Sonic incorporate into its marketing plan?
=+• What is the most appropriate organization for Sonic's marketing and sales departments?
=+select this international market as most promising?
=+• Identify one international market that seems most promising for Sonic. Why did you
=+dual adaptation, product/forward invention) is most appropriate? Why?
=+• If Sonic wants to start marketing a PDA in other countries, which of the five international product strategies (straight extension, communication adaptation, product adaptation,
=+Canadian market? To enter other markets?
=+• Should Sonic use licensing, joint ventures, direct investment, or exporting to enter the
=+ What are the implications of the answers to this question for Sonic's marketing plan for the second PDA?
=+ Into which of these categories does the suggested second PDA product fit?
=+does Sonic's first PDA product fit?
=+• Into which of the six categories of new products identified by Booz, Allen, and Hamilton
=+5. marketing budget for first year.
=+4. channel strategy, and
=+1. description of the target market(s), 2. product positioning, 3. objectives for sales, profit, and market share for first year,
=+n Assuming the most promising idea tested well, develop a marketing strategy for introducing the new product, including:
=+Q Develop the most promising idea into a product concept and explain how Sonic can test this concept.
=+• Working alone or with other students, generate at least four new ideas for new PDA products, and indicate the criteria Sonic should use to screen these ideas.
=+• What specific needs of the targeted customer segments should Sonic seek to satisfy with a second PDA product?
=+• What training will sales representatives need lo sell the Sonic 1000?
=+n What role should e-markcting play in the new PDA launch?
=+• What kinds of sales objectives should Sonic set for its sales personnel?
=+• Toward whom should Sonic's selling activities be focused?
=+• Does Sonic need a direct sales force, or can it sell through agents and outside representatives?
=+will you set for your public relations program(s)?
=+i: Should you use public relations to promote Sonic and its products? If so, what objectives
=+• Should you use consumer or trade promotion or both?
=+• What message(s) do you want to communicate to your target audience? What media are most appropriate, and why?
=+goals will you set, and how will you measure your results?
=+• Should Sonic use advertising to support the PDA introduction? If so, what advertising
=+a How should Sonic decide the amount to allocate to its marketing communications budget?
=+• Which promotional tools would be most effective in Sonic's promotional mix? Why?
=+• What message design and communication channels are likely to be most effective for the target audience?
=+• What objectives are appropriate for Sonic's initial communications campaign?
=+• What image should Sonic seek to create for its first PDA product?
=+• What audience(s) should Sonic target in its integrated marketing communications plan?
=+n What market logistics issues must Sonic consider for the launch of its first PDA?
=+What are advantages and disadvantages of selling through these types of retailers?
=+• What types of retailers will be most appropriate for distributing Sonic 1000?
=+• What decisions must Sonic make to develop the five service outputs (lot size, waiting time, spatial convenience, product variety, and service back up) for Sonic 1000?
=+• Should you plan for exclusive, selective, or intensive distribution?
=+I How many levels would be appropriate for the consumer and business markets you are targeting for Sonic 1000?
=+title, payment, information, and promotion) for Sonic 1000?
=+• What decisions must Sonic make to develop the five marketing flows (physical product,
=+the implications of the answers for pricing decisions?
=+i Are PDA customers likely to be price-sensitive? Is demand elastic or inelastic? What are
=+• What should Sonic's primary pricing objective be? Why?
=+• What internal marketing does Sonic need to do to implement its service strategy?
=+• What post-sale services must Sonic make available to customers who buy the Sonic PDA?
=+• How can Sonic identify and manage gaps between expected and perceived service to satisfy customers?
=+• How would you define the augmented product for Sonic 2000, the second product to be launched by Sonic next year?
=+a How would you define the core benefit for Sonic 1000?
=+a Which competitive strategy should be most effective for Sonic?
=+market leader more completely, and how should Sonic go about getting the information?
=+a What additional competitive intelligence is needed to answer the question about the
=+• Which firm is the market leader, and what are its objectives, strengths, weaknesses?
=+• What is the strategic group for Sonic?
=+the marketing mix, product management strategy, service strategy, and R&D strategy?
=+a Knowing the stage of the product life cycle for Sonic 1000, what are the implications for
=+a Write the positioning statement for Sonic 1000.
=+and image are best suited for Sonic's situation, strategy, and marketing objectives? Why?
=+• Which of the differentiation variables related to product, services, personnel, channels,
=+i Determine what strategies and action programs should be used to build brand equity for Sonic 1000.
=+l Suggest what Sonic 1000 with its distinctive yellow thunderbolt might mean for attributes and benefits levels of meaning.
=+selective specialization, or single-segment concentration? Why?
=+• Should Sonic pursue full market coverage, market specialization, product specialization,
=+How can Sonic evaluate the attractiveness of each identified segment?
=+• Which variables should Sonic use to segment its business markets?
=+• Which variables should Sonic use to segment its consumer markets?
=+important to business buyers of PDA products—and why?
=+i Which environmental, interpersonal, and individual influences are likely to be most
=+i Who would participate in and influence the purchase of PDAs for use in these businesses?
=+a What needs could Sonic's PDA address for these businesses?
=+• What specific types of businesses appear to fit the business market definition used at Sonic?
=+I What kind of marketing activities should Sonic plan to coincide with each stage of the consumer buying process?
=+• What consumer buying roles and buying behaviors are particularly relevant for PDA products?
=+n What research tools will help you better understand the effect of these factors on buyer attitudes and behavior?
=+• What cultural, social, personal, and psychological factors have the most influence on consumers buying PDAs?
=+best way that Sonic can determine the effectiveness of its marketing efforts.
=+• Look at the various ways to evaluate marketing effectiveness and recommend to her the
=+next two years. She understands you will have to do Internet searches and determine industry trade association sources for such data.
=+n Determine, from available secondary data, estimates of total demand for PDAs for the
=+the Marketing Research, Market Analysis, and Market Trends sections of Marketing Plan Pro.
=+Enter your answers about Sonic's use of marketing research in a written marketing plan or in
=+development, buyer acceptance of PDAs, and development of substitute or enhanced products?
=+• What technological, demographic and/or economic changes can potentially affect PDA
=+issues should Sonic seek to resolve using primary data?
=+a What primary research will Sonic need to support its marketing strategy, including product management, pricing, distribution, and marketing communication? What questions or
=+how you will use the data in your marketing plan.
=+ Describe what you plan to draw from each source, and indicate
=+ Identify two Internet sources and two non-Internet sources.
=+a Where can you find secondary data that will be useful?

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Marketing Management 12th Edition Philip Kotler , Kevin Keller - Solutions

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