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Marketing Management 12th Edition Philip Kotler , Kevin Keller - Solutions
=+What is happening to market size, growth, geographical distribution, and profits?
=+ What changes in customer lifestyles and values might affect the company?
=+F. Cultural What is the public's attitude toward business and toward the company's products?
=+ What is happening in the areas of pollution control, equal employment opportunity, product safety, advertising, price control, and so forth, that affects marketing strategy?
=+5. What tools are available to help companies monitor and improve their marketing activities?
=+4. How can a company improve its marketing implementation skills?
=+3. How can companies be responsible social marketers?
=+2. What are the keys to effective internal marketing?
=+1. What are important trends in marketing practices?
=+ What should the company be sure to do with its marketing?
=+3. What recommendations would you make to senior marketing executives going forward?
=+What should it watch out for?
=+2. Where is Starbucks vulnerable?
=+1. What have been the key success factors for Starbucks?
=+5. How should the company manage and organize its international activities?
=+3. What are the major ways of entering a foreign market?
=+1. What factors should a company review before deciding to go
=+What should they be sure to do with its marketing?
=+3. What recommendations would you make to senior marketing executives going forward?
=+What should it watch out for?
=+2. Where is Nokia vulnerable?
=+1. What have been the key success factors for Nokia?
=+5. What factors affect the rate of diffusion and consumer adoption of newly launched products?
=+4. What is the best way t o set up the new-product development process?
=+3. What are the main stages in developing new products?
=+2. What organizational structures are used t o manage newproduct development?
=+1. What challenges does a company face in developing new products?
=+ What should the company be sure to do with its marketing?
=+3. What recommendations would you make to senior marketing executives going forward?
=+What should it watch out for?
=+2. Where is Yahoo! vulnerable?
=+1. What have been the key success factors for Yahoo!?
=+5. How can salespeople improve selling, negotiating, and relationship marketing skills?
=+4. How do companies manage a sales force efficiently?
=+3. What decisions do companies face in designing a sales force?
=+2. How can companies do effective e-marketinq?
=+1 . How can companies use integrated direct marketing for competitive advantage?
=+What should they be sure to do with their marketing?
=+3. What recommendations would you make to Virgin's senior marketing executives going forward?
=+What should it watch out for?
=+2. Where is Virgin vulnerable?
=+1. What have been the key success factors for Virgin?
=+notice it and pay attention to it? Where are you when you make decisions about this action?
=+6. Where is the best place to reach you with this message? Where would you be most likely to
=+5. How does the ad make you feel?
=+4. What works well in the ad and what works poorly?
=+3. How likely is it that this ad will influence you to undertake the action?
=+2. What do you think they want you to know, believe, or do?
=+1. What is the main message you get from this ad?
=+7. Is the brand or sponsor clearly identified?
=+6. Is the product easily identified?
=+5. Is the ad easy to read and follow?
=+3. Does the illustration support the headline?
=+2. Is the benefit in the headline?
=+Can you quickly tell what the advertisement is all about?
=+1. Is the message clear at a glance?
=+2. How should sales promotion decisions be made?
=+1. What steps are involved in developing an advertising program?
=+What should they be sure to do with their marketing?
=+3. What recommendations would you make to senior marketing executives going forward?
=+What should it watch out for?
=+2. Where is Intel vulnerable?
=+1. What have been the key success factors for Intel?
=+4. What is the communications mix and how should it be set?
=+3. What are the major steps in developing effective communications?:•••••:• •
=+2. How do marketing communications work?
=+1. What is the role of marketing communications?
=+ What should the company be sure to do with its marketing?
=+3. What recommendations would you make to senior marketing executives going forward?
=+What should it watch out for?
=+2. Where is Wal-Mart vulnerable?
=+1. What have been the key success factors for Wal-Mart?
=+(Should the company serve customers directly or through intermediaries? What products should it source from which manufacturing facilities? How many warehouses should it maintain and where should they be located?)
=+2. Deciding on the best channel design and network strategy for reaching the customers.
=+standard should be offered? What levels should be attained in ordering and billing accuracy?)
=+1. Deciding on the company's value proposition to its customers. (What on-time delivery
=+3. What are the major trends with marketing intermediaries?
=+ What should the company be sure to do with its marketing?
=+3. What recommendations would you make to senior marketing executives going forward?
=+What should it watch out for?
=+2. Where is Amazon vulnerable?
=+1. What have been the key success factors for Amazon?
=+ Do you use multiple channels from them?
=+ How would you like their channels to be integrated?
=+Think of your favorite retailers. How have they integrated their channel system?
=+6. Implement the reconfigured distribution system.
=+5. Design a "management-bounded" channel solution.
=+4. Identify major constraints that will limit possible corrective actions.
=+3. Find service output gaps that need corrective action.
=+existing distribution systems in relation to customer desires.
=+2. Examine the performance of the company's and competitors'
=+6. What is the future for e-commerce?
=+5. How should companies integrate channels and manage channel
=+3. How should channels be designed?
=+2. What work do marketing channels perform?
=+1. What is a marketing channel system and value network?
=+ What should they be sure to do with its marketing?
=+3. What recommendations would you make to senior marketing executives moving forward?
=+What should it watch out for?
=+2. Where is eBay vulnerable?
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