New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
marketing management
Marketing Management 7th Edition Philip Kotler, Kevin Keller - Solutions
How would running Platinum Stores instead of regular stores increase Unilever’s (a) market share, and (b) social standing in consumers’ minds in Thailand?
How effective do you think the Platinum Stores are as a social enterprise?
What is next for Volkswagen China? If you were the CEO, how would you sustain the company’s market leadership in China in the face of its recent problems?
Considering Volkswagen’s successful marketing and communications campaigns, what could have been the key failures resulting in its poor performance in 2015?
Review Volkswagen’s brand portfolio. Does it make sense for the company to consider launching a luxury sedan under Volkswagen?
Explain the driving forces propelling Volkswagen’s leadership in the Chinese market.
What is next for L’Oréal on a global level? If you were the CEO, how would you sustain the company’s global leadership?
What has been the key to successful local product launches such as Maybelline’s Wondercurl in Japan?
Who are L’Oréal’s greatest competitors? Local, global, or both? Why?
Review L’Oréal’s brand portfolio. What role have target marketing, smart acquisitions, and R&D played in growing those brands?
Given the cultural and behavioral characteristics between the East and the West, should Haw Par consider different product offerings to these two markets?
The new sub-brand of Tiger Balm ACTIVE was successful in Singapore. How would this new offering fare in emerging markets such as China, India, and Myanmar? What changes would Haw Par have to make to see to its success in these other markets?
What is next for Apple? Should it continue to move away from computers and toward more new handheld devices?
How should Apple plan its new product launch into Asia given the threat from legitimate competitors as well as the gray market and clones?
How important was the iPod to Apple’s current success? Discuss the significance of the iPhone and iPad launches to Apple’s new product development strategy.
Apple’s product launches over the past decade have been monumental. What makes the company so good at innovation? Is anyone comparable to Apple in this respect?
Set up an idea vault, and make it open and easily accessible.Allow employees to review the ideas and add constructively to them.
Have your technical and marketing people visit your suppliers’ labs and spend time with their technical people—find out what is new.
Treat trade shows as intelligence missions, where you view all that is new in your industry under one roof.
Set up a keyword search that routinely scans trade publications in multiple countries for new-product announcements.
Use iterative rounds: a group of customers in one room, focusing on identifying problems, and a group of your technical people in the next room, listening and brainstorming solutions. The proposed solutions are then tested immediately on the group of customers.
Undertake “fly-on-the-wall” or “camping out” research with customers.
Survey your customers: find out what they like and dislike in your and competitors’ products.
Make a customer-brainstorming session a standard feature of plant tours.
Allow time off—scouting time—for technical people to putter on their own pet projects. 3M allows 15 percent time off.
Run informal sessions where groups of customers meet with company engineers and designers to discuss problems and needs, and brainstorm potential solutions.
What’s next for Victoria’s Secret? How does the company grow?
What do you think are Victoria’s Secret’s biggest challenges?
Why has Victoria’s Secret been so successful? How does the company reach its target audience?
What else should Progressive be doing to ensure it stays top of mind in the competitive industry of insurance?
Discuss Progressive’s direct marketing campaign, which primarily revolves around the character Flo. Why does it resonant so well with consumers?
What has Progressive done well over the years to attract new insurance customers?
Is there a conflict of interests in the way Unilever markets to women and young men? Is it undoing all the good that might be done in the “Campaign for Real Beauty” by making women sex symbols in Axe ads? Discuss.
Can a company take personal marketing too far? Explain.
What makes personal marketing work? Why are Dove and Axe so successful at it?
How can Facebook overcome local rivals in China, India, and Korea?
Is Facebook just a passing fad or is it here to stay? What are the company’s greatest strengths and risks?
Why is Facebook unique in the world of personal marketing?
Reaching out to the rural segment requires a different communication strategy compared to the urban market. Given your answer in (1), how should Gillette reach out to the rural market?
What do you think a typical rural Indian shaver looks for in a razor?
What would you recommend for the Shave India Movement to advance from enhancing awareness to increasing usage?
Evaluate the “To Shave or Not to Shave” and “Women Against Lazy Stubble” campaigns. Why do you think they worked?
What are the risks and challenges associated with Target’s marketing communications mix? Have these changed over the years? Explain.
How does Target compete against retail behemoth Wal-Mart, which has four times the revenue? What are the distinct differences in their marketing communications strategies?
Describe Target’s marketing communications strategy. What has the company done well over the years?
Discuss the effectiveness of Red Bull’s sponsorships. Where should the company draw the line in terms of novelty and risk?
Discuss the pros and cons of Red Bull’s nontraditional marketing tactics. Should the company do more traditional advertising? Why or why not?
What are Red Bull’s greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? What are the risks of competing against such powerhouses?
What’s next for Amazon? Where else can it grow?
Will the Kindle revolutionize the book industry? Why or why not?
Why has Amazon succeeded online when so many other companies have failed?
How should a high-end boutique like Shanghai Tang balance its brick-and-mortar store presence with increasing consumer interest in online purchases?
Critique Shanghai Tang’s makeover when it moved to the Dudell Street.
What is next for Taobao Marketplace? Should it go into cloud computing? Where else can it grow?
What is unique about Taobao Marketplace’s channel management process? What components can other online shopping sites borrow or implement?
Why has Taobao Marketplace succeeded online when eBay has failed?
Moving forward, how do you think 7-Eleven, Inc. can maintain its leadership in the convenience retailing market?
7-Eleven allows for customization in each country. Would this affect its distribution image?
Would the different positioning of 7-Eleven in China and Indonesia, two very large markets, affect its distribution management?
What is unique about 7-Eleven’s channel management process? What components can other convenience retailers learn from and implement?
What is next for eBay? How does it continue to grow when it needs both buyers and sellers? Where will this growth come from?
Why has eBay succeeded as an online auction marketplace while so many others have failed? Yet, why has eBay failed in Asia while others such as Yahoo! and local sites have flourished?
What pricing strategy do you think Siam Park City adopted prior to and after the new management?
Should Siam Park City practice segmented pricing for its various target segments? What considerations should be factored in?
What pricing would you recommend to Siam Park City to address its sporadic demand?
What do you think of the use of the Singapore Girl as its symbol of service excellence?
Low-cost carriers have entered Asia in a big way in recent years. What can SIA do to ensure that passengers are willing to pay a premium for its service relative to the much cheaper low-cost carriers especially for short-haul flights where service is less of a significant factor?
In what ways does SIA have the “wow effect”? What can it do to sustain this “wow effect”?
What are SIA’s Points-of-Parity (POP) and Points-of-Differentiation (POD)?
From your understanding of what constitutes service quality, explain what Yilmaz should do to enhance the quality of Shangri-La Bosphorus compared with Four Seasons and Kempsinski.
Why is recruiting the right people so important in service industries such as hotels?
What can Nintendo do to extend its product life cycle? Discuss this in terms of the Boston Consulting Group matrix for each product that Nintendo carries and what can be done for each to extend Nintendo’s presence in the market.
At which stage of the product life cycle do you think (a) home consoles is in? (b) Nintendo is in? Justify your answer.
Analyze what went wrong with Nintendo that resulted in losses in the early 2010s. Relate this to competition and product life cycle.
How does integrating its supply chain give I-Shakti a competitive advantage?
How does I-Shakti’s venture into pulses give it an advantage over its competition?
How can TCL ensure that I-Shakti does not cannibalize the sales of Tata Salt?
How can TCL ensure that I-Shakti continues to grow?
Going forward, what should Nike do to thwart competition and regain its strong foothold in China?
Discuss why you think Nike could not expand as its competitors did.
What are Nike’s points-of-parity (POP) and points-of-differentiation (POD) in China?
What is next for Under Armour on a global level? If you were the CEO, how would you sustain or expand the company’s global leadership?
What communication strategies have been instrumental in making successful entries into the Asian apparel and footwear markets?
What factors does Under Armour consider when selecting new overseas markets to enter?
Review Under Armour’s brand portfolio. What role has target marketing, smart acquisitions, and R&D played in growing its brand?
What risks do you feel McDonald’s will face going forward?
McDonald’s did very well during the recession in the late 2000s. With the world economy turning around for the better and then tottering, should McDonald’s change its strategy? Why or why not?
What are the possible avenues of growth for Malaysia Airlines in the upcoming years given the constraints it faces?
Do you think rebranding is sufficient? Do you think consumers will have confidence in the new airline?
Given the stiff competition Malaysia Airlines faces from low-cost carriers and other international airlines, how should it position itself going forward?
Identify key areas in MAS’s marketing mix that led to its bankruptcy, and explain how they could have been better managed.
Win the brand relevance battle; make your competitors seem irrelevant.
Use branded energizers; that is, a person or program you can associate with your brand.
Look for branded differentiators. Even functional benefits, if copied, can remain distinctive if given a strong brand identify initially.
Understand the brand relationship spectrum and the right degree of separation for new offerings.
Look to role models. What other companies have been successful with similar branding efforts? Are there any people or programs internal to the firm that exemplify desired characteristics for the brand?
Consider organizational associations: people, programs, values, strategies, and a heritage that are unique to the company and meaningful to customers.
Look beyond the functional benefits. Emotional and selfexpressive benefits and brand personality can provide a basis for sustainable differentiation and a deep customer relationship.
Recognize the richness of brands. Go beyond the three-word phrase. Although two to four associations often have the most import, understand the full range of associations that are cued by the brand.
Show the strategic payoff of brand building. Show how the success of a business strategy depended on brand assets.
Showing 2300 - 2400
of 5063
First
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
Last
Step by Step Answers
Get 50% OFF
Claim Now
