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Marketing Management 2nd Edition Luca M. Visconti - Solutions
1. Describe the traditional conception of design.
8. Which dimensions does Cravens and Piercy’s model of pricing strategy emphasize? Outline the four possible strategies in this 2D model.
7. What kind of pricing objectives can managers set? How would you describe the core pricing objective in Fairtrade (see Box 19.2)?
6. How do you explain the mixed success of businesses using the pay- what- you- want model of pricing?
5. What should managers consider in the pricing situation analysis stage?
4. What does the process of price- making involve?
3. What do we mean, when we say that value is relativistic?
2. In what sense is value co- created?
1. Why would it be wrong to confuse value with price? Explain the difference and connection between these two concepts.
7. Do you see limitations to the adoption of cultural segmentation (e.g., for specific industries,customers, or companies)? Why?
6. Choose a country and identify some dominant discourses that marketers can use in order to segment their markets (refer to what we discussed about indirect, bottom- up segmentation criteria). Provide empirical support for your conclusions (e.g., statistics, examples, case histories).
5. Choose a company and discuss its approach to market segmentation. You can refer to the company’s advertisements, website, and social media channels/ pages in order to ground your understanding of the company’s market approach. How would you change the company’s market segmentation, if
4. Which are the criteria typically used to segment markets? How does cultural segmentation integrate said criteria?
3. In order to describe the segmentation process from the perspective of traditional segmentation theory, marketing science theory, and cultural marketing theory, we used three qualifications: A linear, an instantaneous, and a discursive process. Can you explain the core sense of these three
2. How would you define the marketing science approach to market segmentation? And the cultural approach to market segmentation? How do they differ?
1. What are the core premises of traditional market segmentation? Which of them are less apt to reflect the transformations occurring over time in markets and society? Why?
14. How much control can be ceded to consumers?
13. What benefits and guarantees are necessary to encourage consumer participation?
12. What training is necessary for consumers in order to participate in action research at their highest possible level.
10. What company information will it be necessary to share with consumers to enable high-quality collaboration for each of the managerial uses listed as answers for question 9?11. What expectations does action research create in consumers?
9. Generate concrete managerial uses for each of the four methods discussed: Oral histories,collages, web- based collaboration, and Photovoice.
8. What are the pros and cons of each of the methods discussed: Oral histories, collages,web- based collaboration, and Photovoice?
7. How do you develop trust with consumers throughout this process? This is a pressing issue if the firm is seeking to develop authentic relationship.
6. Discuss the pros and cons of including consumers in the action marketing research process.
5. Explain the steps in the action research process.
4. What additional skills are needed by marketing researchers conducting action research?
3. What managerial problems are best suited to action research methods?
2. What managerial problems are best suited to qualitative research methods?
1. What managerial problems are best suited to quantitative research methods?
10. Go to an ethnic grocery store (different from your own ethnicity). Choose a product category and compare the display, pricing, assortment, etc., to your own grocery store.
9. Consider your friends’ use of social network sites by noting mentions of products and brands. How are products and brands used to communicate with others?
8. Understand the consumer in his/ her environment by going grocery shopping with a friend or family member. Ask about each selection, e.g., why that brand, what will it be used for? Compare their shopping style to your own.
7. What is a feasibility triangle? How is it used in visualizing data?
6. What are the various ways in which consumers can participate in the research process?
5. What are the challenges of using cross- disciplinary research teams?
4. How does using more than one research method improve the quality of consumer insights? What are the challenges of multi- method research?
3. Why are innovative approaches to studying cultural issues necessary?
2. What is the difference between innovation and creativity?
1. What is innovation? What is innovation in research?
3. Write an outline for an interpretive marketing research plan for strategic brand development or market shaping, based on ethnographic methods. What is the field site or sites?How long will the fieldwork take? Which types of data will be collected?
2. Reflect and discuss how marketing managers could combine the strengths of Big Data and Thick Data in marketing research.
1. Outline and elaborate the characteristic features of an interpretive study. What, in your opinion, are its key strengths and challenges from the perspective of strategic market development?
5. How are globalization processes involved in the transformation of market research?
4. What kind of new skills and competences do organizations need in order to become a)more competent in a variety of market research methods, andb) more reflective of their market research practices?
3. What are the organizational challenges related to the cultural perspective upon market research practices?
2. How does the shift in perspective upon market research alter the understanding of the consumer?
1. What are the most important differences between a cultural and a functional perspective upon market research as presented in this chapter? How does the shift in perspective upon market research alter the understanding of what a market is?
4. Discuss the possibilities and difficulties that meet the culturally- oriented marketing consultant.
3. It obviously means a lot whether a society is very poor or very rich— or somewhere in between— with regards to how life and its priorities are organized. However, that does not mean that culture is less relevant or less enriching in poor societies. Try to discuss and explain this based on
2. What is the relationship between activity and discursivity (the “walking” and the“talking”) before and after the change in the corporate value structure? What are the consequences of the activity- discursivity relationship for how you have to conduct culturally- oriented research in
1. What are the most important differences between a classical and a “cultural” perspective on brand values? Which ones are salient in the case of Kjaer Group?
4. Observe Kalle Lasn and a moderator talk about “Buy Nothing Day” on CNN (Available at: https://www.youtube.com/watch?v=PPQY_Cb4IlI (accessed 22 July 2019) and study if and how they are expressing the Jeremiad logic and the affirmative American exceptionalism logic. What would you recommend
3. Watch the spot “The Big Race” on YouTube (Available at: http:// youtube.com/ watch?v=bV65Z7p2Xy8 (accessed 22 July 2019). How does it express deeply- rooted American values for some people but violate them for others?
2. Why is tapping into the “Jeremiad against consumerism” vocabulary dangerous to marketers who wish to promote a social or ecological agenda?
1. How can proper traditional segmenting and targeting of potential buyers result in detrimental brand messages?
5. For a brand of your choice, identify the criteria that you think have been used to segment the market. What segments emerge from this process? What “bottom up” naturally occurring tribes exist or can be “activated” by your chosen brand?
4. Look at the CouchSurfing website (see http:// couchsurfing.org/ ). Identify a list of companies or brands that could support this tribe. What issues do you think these companies could face in trying to support the tribe and how could these be overcome?
3. Make a list of the brands, companies, films, books, bands, or even famous people that you are most passionate about. Now go on the internet and see if you can find the existence of a tribe or brand community for each of your choices. How do you feel towards other people who use these sites? Do
2. Take a closer look at the groups you have identified; are they just groups or can they become a tribe? Which of these groups do you think is capable of taking part in some kind of collective action? Which of your groups could “do” things? And how could these groups be activated and become a
1. During the course of the past week, what groups do you knowingly (and perhaps unknowingly)belong to? Are some of these groups more important to your sense of “who I am,”to your identity, than others?
2. How would you leverage brand loyalists and evangelists to promote your product?
1. How would you market the Twilight saga in today’s marketplace? Come up with a marketing plan/ strategy that defines the target market, the promotion/ execution strategy, and the metrics that will determine the product’s success.
7. What makes the Twilight saga such a successful brand community? What are the contributing factors?
6. What other brands practice cultural marketing and how do they do so?
5. What role does technology play in facilitating collective engagement and collective consumption?
4. What effect if any did the author’s engagement with the fans have on the overall power of the Twilight brand?
3. What lessons can be learned from the Twilight case?
2. In what ways does Twilight facilitate cultural marketing?
1. How does collective collaborative consumption relate to cultural marketing?
5. Have you ever been involved in a training session dedicated to improving your skills in the use of products and services of a specific brand? Could you develop a short personal introspection of what you experienced during and after this training session?
4. Look at the Heineken experience website (www.heinekenexperience.com). Do the same analyses as you did for the previous question.
3. Concerning a brand of your choice, analyze the three qualities of the brand store context.For the same brand in the same store, analyze the three categories of actions to support consumers in their appropriation process.
2. Could you recall your last visit to a museum or an exhibition? Exhibitions and museums are rich and stimulating environments, but visitors often can’t enjoy the experience.According to what you lived, could you explain why there is nothing straightforward about enjoying this kind of experience?
1. Make a list of your favorite brands. Could you describe the types of brand experience contexts you have been immersed in for each of these brands?
8. Evaluate the prevalent practice of firing your customers. How does a cultural understanding of consumer- brand relationships inform this practice? Should firms fire their customers?Why or why not?
7. What types of customer- brand relationships are the most valuable to firms? Why? What do firms have to do to build, nurture, and maintain these types of relationships?
6. Why must customer relationships be negotiated rather than managed by the firm? Think about the brands with which you have relationships. How would you characterize them by relationship type? What are the major rules that define each of your types? What happens when your brands break these rules?
5. What are the stages through which consumer- brand relationships progress?
4. What are some of the rules governing consumer- brand relationships?
3. What factors define a strong consumer- brand relationship?
2. What types of relationships do consumers have with their brands? How are these types of relationships similar to and different from human relationships?
1. Why do consumers pursue relationships with brands?
5. Make a list of your favorite luxury brands. Compare and contrast the website of those brands in your home country with those of brands in an emerging country.
4. You are a marketing manager for a luxury brand and in charge of entering the Chinese luxury market. How will you approach this task by means of semiotic methods?
3. Outline briefly some of the elements of Chinese culture referenced in the chapter. Why are these and other aspects of culture important in the Chinese luxury market?
2. How can the concept of brand literacy be applied in targeting consumers in advertising?
1. What does Coco Chanel mean? How might the answer to this question differ in different cultures?
5. How can the concept of consumer agency be applied when targeting Latin American consumers?
4. “With the local culture in mind, it is common for consumers to accept and undergo a meaning transformation or opt to reject the goods outright.” Explain the consumer agency in such activity.
3. Reciprocity is a common element in the development of market exchange relations in Latin cultures. Consider one of the photos in this chapter and discuss how you would develop a cultural marketing strategy.
2. How does the culturally diverse consumption in Latin American cities and rural areas relate to the development of markets there? Is this diversity useful in market segmentation?How does it compare to social class and rural- urban distinctions?
1. The text mentions cultural diversity in consumption in Latin America. Compare this variation in consumption and markets to what you have seen in your home country.
5. You are a marketing manager for Mountain Dew and you are in charge of entering the Russian soft drink market in 2011. How will you approach this task using cultural research methods?
4. What do you think Dove should have done differently in order to create a favorable reception of the core marketing communication message?
3. What are the implications for Dove for the entry into the Russian market of not launching the campaign in Russia?
2. What are some ways of retaining the core message of the campaign and reaching the Russian target market?
1. Identify the types of research that Dove performed in order to create the Campaign for Real Beauty in Russia.
2. Imagine a foreign product and create a marketing strategy that could bring this product into regional culture (i.e., indigenize it).
1. Choose a region with cultural specificities and define the cultural resources (the great figures of its history, famous landscapes and monuments, etc) a marketing strategy could use to position its offer.
1. Class discussion could revolve around the sociocultural construction of the regional imaginaries. It would be interesting to draw the genealogy of regional particularities by historicizing them and by showing what role marketing plays in this process. After debating the ethical dimension of the
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