Questions and Answers of Marketing Management

Anna Pollock of DestiCorp says that DMOs need to become orchestrators and stage managers rather than today’s destination promoters. What does this mean in terms of how DMOs should work with local
What are the five global trends identified by Dwyer et al. (2009), and what are their future implications for DMOs?
Ford and Peeper (2008) described five future challenges for DMOs.What were these challenges, and how will they affect DMOs? How will DMOs need to change to adapt to these challenges?
What are the new roles suggested for DMOs suggested by DestinationNEXT?
Which future trends and potential challenges will destinations and DMOs be facing?
How is digital/online marketing changing and challenging DMOs, according to the surveys by TrekkSoft and Destination Think!?
What are the likely characteristics of the DMO of the future?
Explain why Mayo Clinic is exceptional at serving patients. What value does Mayo Clinic create for patients?
Should Casper focus on extending its product line to try to offer a mattress “for every purse and purpose”? Or should it focus on offering a single type of mattress (in different sizes) in order
How should MUJI grow its brand?
Can a company stay profitable by being customer-centric? Is Zappos’s business model sustainable?
What are the key points differentiating Mayo Clinic from other hospitals and medical facilities?
What value does Intuit create for its customers?
What are the challenges Intuit faces in the near future?
What are the key factors contributing to Alibaba’s market success?
How does Alibaba create value in business markets?
Which of the two core markets—business or consumer— should Alibaba prioritize in the future? Why?
What are some of the challenges Salesforce.com faces moving forward?
What other products and services might Salesforce.com expand into next? Why?
How does LEGO manage to constantly reinvent its business?
What role did marketing research play in LEGO’s market success?
What differentiates LEGO from its competitors? Is LEGO’s competitive advantage sustainable?
Review L’Oréal’s brand portfolio. What are the different customer segments targeted by these brands?
What are the keys to successful local product launches (e.g., Maybelline’s Wonder curl in Japan)?
What’s next for L’Oréal? Who are its biggest competitors? If you were its CEO, how would you sustain the company’s leadership position?
Who are the customers targeted by Chase with the Sapphire card? What are the key value and profile characteristics of these customers?
What value does the Sapphire card create for customers? From a customer’s perspective, what are the pros and cons of the Sapphire card compared to other credit cards?
What role did promotional incentives such as the bonus points play in creating customer demand? Would Millennials remain loyal customers once they had taken advantage of the initial offer? Would the
What is the customer value propositions for Dove and Axe? What are the similarities and differences between the brands?
How should Unilever manage these brands in the future? Should it try to find a universal positioning that fits both brands?
What is Warby Parker’s customer value proposition? Is this value proposition sustainable?
What are the points of parity and the points of difference for Warby Parker relative to its competitors?
What role does direct-to-consumer distribution play in Warby Parker’s business model? What are the pros and cons of Warby Parker making its products available in traditional eyewear stores?
What are the key factors contributing to Apple’s phenomenal success?
Apple’s product launches over the past decade have been monumental. What makes the company so good at innovation?
What makes Casper’s products desirable to consumers? What are the specific product attributes that are particularly valued by consumers?
How should Casper compete with established companies and start-ups ramping up their direct-to-consumer offerings? Should Casper shift some of its efforts from product innovation to more aggressive
What are the key aspects of The Ritz-Carlton corporate culture? What role does the corporate culture play in enabling the company to deliver a superior customer experience?
What role does service play in Nordstrom’s positioning? Does service play the same role in online and in-store experiences?
How should Nordstrom address the growing popularity of online shopping? Can it successfully compete in the online space? Who are Nordstrom’s biggest competitors, and how do they stack up?
What are the key aspects of the Louis Vuitton brand? How does it create value for customers?
How does an exclusive brand such as Louis Vuitton grow and sell more, while remaining fresh and retaining its cachet?
What are the key drivers of MUJI’s market success? What are MUJI’s points of parity and points of difference relative to the competition?
What are the pros and cons of using the “no brand” strategy?
How important was the Name Your Own Price approach to Priceline’s market success?
What are the pros and cons of the Name Your Own Price approach to setting an offering’s price?
Is setting prices based on one’s willingness to pay fair? Does it create value for customers? Does it create value for the firm?
What were the key factors that contributed to Uber’s phenomenal market success?
What was Uber’s customer value proposition? What role did Uber’s pricing play in its ability to attract riders?
Is surge pricing fair? What alternative strategies could Uber use to balance supply and demand?
Discuss the pros and cons of Red Bull’s nontraditional marketing tactics. Should Red Bull do more traditional advertising? Why or why not?
What were the key reasons for the phenomenal popularity of SapientNitro’s “The Best Job in the World” campaign?
Was the campaign successful in generating tourist traffic to Queensland? How should one measure the success of this publicity campaign?
What should Queensland do in the future to promote tourism?
What were the key factors that undermined the effectiveness of Burger King’s communications over the years?
How should Burger King balance cost-cutting initiatives with investing in an integrated marketing campaign to create and sustain top-of-mind awareness and gain market share?
How should Burger King use traditional, online, and mobile communications to build a loyal customer base?
What was the key to Accor’s market success?
What role did Accor’s online strategy play in its ability to gain and retain loyal customers?
How should Accor balance its resources across traditional, online, and mobile communications?
What factors contributed to Avon’s initial market success? How did these factors evolve over time?
What is Avon’s value proposition for its customers, its sales force, and its stakeholders?
How did the role of personal selling change during the past several decades? Can personal selling continue to be a viable business model, given the ubiquity of social media and mobile
Discuss Progressive’s direct marketing campaign, which primarily revolves around the character Flo. Why does it resonate so well with consumers?
What else should Progressive be doing to ensure that it remains “top of mind” in the competitive insurance industry?
Who are Zara’s biggest competitors? What should Zara do to build, enhance, and sustain its competitive advantage?
What are the key aspects of Popeyes’s franchise model?
What are the key benefits of franchising for Popeyes franchisers and franchisees? What are the drawbacks of franchising?
What are the key aspects of Uniqlo’s customer value proposition?
Should Uniqlo stay vertically integrated? Or should it rely more heavily on outsourcing to improve flexibility and achieve economies of scale?
What role does the company culture play in delivering superior customer experience?
Should Best Buy focus on becoming a showroom for companies that lack their own physical retail outlets? What are the pros and cons of this approach?
What were the key factors that contributed to Airbnb’s market success?
How was Airbnb able to create and sustain a competitive advantage? What are Airbnb’s points of parity and points of difference?
How should American Express position its offerings to attract and retain new customers? What is the key benefit that it should emphasize in positioning its brand?
What role did marketing research and customer insights play in developing Honest Tea?
What are the key factors that contributed to the success of Honest Tea?
What factors contributed to the phenomenal success of WeChat in China?
What role does customization play in the Stitch Fix business model? Can this business model be easily replicated by competitors?
What are key components of Nike’s marketing strategy?
What are Nike’s strengths and weaknesses?
How does Disney create value for its customers?
What are the core strengths of the Disney brand?
What are the risks and benefits of expanding the Disney brand to new products and services?
What is Google’s core business? What are the pros and cons of managing a diverse portfolio of businesses?
What’s next for Google? Where should the company focus its resources?
How does Zappos create value for its customers?
What are the key aspects of Zappos’s corporate culture?
What are the pros and cons of Stitch Fix using artificial intelligence and machine learning in designing market offerings?
What is the role of customer relationship management in the entertainment industry? What is the relationship among customer satisfaction, customer loyalty, and company profitability?
What are the key aspects of Harrah’s customer loyalty program? What are the key drivers of its success?
How should Harrah’s use the recent developments in data analytics, machine learning, and artificial intelligence to enhance customer loyalty and create shareholder value?
IKEA has essentially changed the way people shop for furniture. Discuss the pros and cons of IKEA’s strategy, especially as the company continues its global expansion.
How much should IKEA customize its products and retail environment to fit local tastes? Could excessive customization hurt its brand identity?
What are the key drivers of Mandarin Oriental’s global success?
What are the pros and cons of Mandarin Oriental’s positioning as a global luxury brand? Can it have universal appeal for travelers around the world?
What are the key aspects of Starbucks’s strategy and tactics?
Starbucks has worked hard to make business decisions that are both ethical and responsible. How are the results of Starbucks’s socially responsible programs measured?
What role does corporate social responsibility play in the Ben & Jerry’s business model?
Should Ben and Jerry have continued to operate Ben and Jerry’s as an independent company, rather than selling it to Unilever? What were the pros and cons of going forward with the sale?

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