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Marketing Real People Real Choices 10th Edition Solomon, Michael R - Solutions

Critical Thinking Experts predict the future of B2C e-commerce to be very rosy indeed, with exponential increases in Internet sales of some product categories within the next few years. What effect do you think the growth of e-retailing will have on traditional retailing?Do you think we will have a
Critical Thinking The majority of consumers have made a purchase online. Retailers are making it easier than ever by accepting Apple Pay, PayPal, and other payment methods that help protect your information and make checking out faster and more convenient. How does this impact your decision to
Critical Thinking Destination retailers have a product or service that is so specialized or sought-after that consumers are willing to travel long distances and go out of their way to shop there. Is there a retailer that fits this category for you? What is it about the product or service that makes
Critical Thinking There has been a lot of criticism about the way politicians have been marketed in recent years.What are some of the ways marketing has helped our political process? How do you feel about negative political ads? Do you think there should be more regulation around political
Explain why you would be more likely to purchase this product online or at a physical retailer in the future.Miniproject 2 Theme and entertainment parks like Universal Studios fall in the middle of the goods/services continuum—half goods and half services. To be successful in this highly
How is this positioning communicated through the website? Appendix
What changes or improvements would you recommend for each website? Appendix
What is the decision facing Alibaba?When you’re already big it can be hard to get bigger. That’s why Alibaba is working hard to continue to expand its e-tailing empire.In 1999, Jack Ma, inspired by a trip to the U.S. where he first encountered the Internet, led a group of 17 friends to form
What factors are important in understanding this decision situation?When you’re already big it can be hard to get bigger. That’s why Alibaba is working hard to continue to expand its e-tailing empire.In 1999, Jack Ma, inspired by a trip to the U.S. where he first encountered the Internet, led a
What are the alternatives?When you’re already big it can be hard to get bigger. That’s why Alibaba is working hard to continue to expand its e-tailing empire.In 1999, Jack Ma, inspired by a trip to the U.S. where he first encountered the Internet, led a group of 17 friends to form Alibaba.com.
What decision(s) do you recommend?When you’re already big it can be hard to get bigger. That’s why Alibaba is working hard to continue to expand its e-tailing empire.In 1999, Jack Ma, inspired by a trip to the U.S. where he first encountered the Internet, led a group of 17 friends to form
What are some ways to implement your recommendation?When you’re already big it can be hard to get bigger. That’s why Alibaba is working hard to continue to expand its e-tailing empire.In 1999, Jack Ma, inspired by a trip to the U.S. where he first encountered the Internet, led a group of 17
Click around Alibaba.com for a while. How is it similar to and how is it different from Amazon.com? Appendix
Customers in the Taobao villages must come to the Alibaba-provided computers before they are exposed to the company’s online promotions. What tactics could Alibaba marketers use to encourage visits to the Taobao service centers?
China’s middle class is about 300 million strong and is growing. How is this important for Alibaba’s success?How can the company take full advantage of this demographic phenomenon? Appendix
Consider your school’s e-commerce capabilities.a. From a student’s perspective, what e-commerce functions are available on your campus website (for example, class registration, payment, delivery of course materials)?b. How would you rate the website's ease of use for the functions you
Go to the Claritas website, click on MyBestSegments, and find the Zip Code Look-Up. There you will find a demo that allows you to type in a zip code of your choice and find out what PRIZM clusters predominate in that geographic area.a. What do the findings tell you about the overall composition of
Understand how marketers communicate using an updated communication model that incorporates new social media and buzz marketing activities.pp. 516–521
Explain what sales promotion is and describe the different types of consumer and B2B sales promotion activities.pp. 521–527
Understand the elements of direct marketing.pp. 527–529
Understand the important role of personal selling, the different types of sales jobs, and the steps in the creative selling process.pp. 529–538
Explain the role of public relations and the steps in developing a public relations campaign.pp. 539–547
Understand the importance of networking in managing a successful career. pp. 547–549
What is the Internet of Things?
Creative Homework/Short Project Think about a business or place that you and your classmates might visit.You might, for example, think about (1) a specialty coffee shop, (2) a night spot where you and your friends might hang out on the weekends, or (3) a local movie theater. Assume you have been
In Class, 10–25 Minutes for Teams Assume that you are a member of the marketing department for a firm that produces several varieties of low-fat candy bars. Your assignment is to develop recommendations for consumer and trade sales promotion activities for the candy bars. Develop an outline of
In Class, 10–25 Minutes for Teams In this chapter, we learned that marketers are increasing their use of social media in their marketing communication strategies.Why is this happening? What social media does your university use? How about your business school? Make a list of all the different
Creative Homework/Short Project You work for a direct marketing firm. Your client, a small photography business specializing in wedding, portrait, and newborn photos, has enlisted your help in determining what direct marketing approaches would work best to reach potential customers. Consider
Creative Homework/Short Project Think of the last time you interacted with a salesperson, whether it was for a new smartphone or a trendy pair of jeans.Identify the type of salesperson you were interacting with and describe what this person did to fulfill that particular role. Also identify whether
Go to Twitter.com. Search for your selected brand and see what is revealed. After you have reviewed the results, provide a summary of the following information:a. The number of tweets that are positiveb. The major aspects of your brand that people think are positivec. The number of tweets that are
Critical Thinking Have you ever interacted with a company or a brand on social media—think tweeting them, liking a page on Facebook, etc.? Why did you choose to do so? If you have ever posted a comment or question, did the company respond to you? How effectively do you think companies in general
Critical Thinking Recently, Twitter has joined other websites in selling preferred positions to generate revenue. Do you feel that such revenue-generating activities make these sites less attractive to users? If you know that the top comments or results on a site have their positions because firms
Critical Thinking There is increasing concern about consumer privacy on social networking sites. Recently, Facebook was under fire when various third-party companies accessed Facebook user data without permission.Research Facebook’s response to this PR crisis.Do you think they handled the issue
Creative Homework/Short Project Many firms today are using a variety of buzz-building activities to encourage word-of-mouth communication about their products.Think about a business or place that you and your classmates might visit. You might, for example, think about (1) a specialty coffee shop,
What is the decision facing Oracle?For much of its 41-year history, Oracle’s sales force had focused on selling to chief information officers (CIOs) at the world’s largest corporations. This focus led to very large individual sales transactions. At the same time, many smaller businesses were
What factors are important in understanding this decision situation?For much of its 41-year history, Oracle’s sales force had focused on selling to chief information officers (CIOs) at the world’s largest corporations. This focus led to very large individual sales transactions. At the same
What are the alternatives?For much of its 41-year history, Oracle’s sales force had focused on selling to chief information officers (CIOs) at the world’s largest corporations. This focus led to very large individual sales transactions. At the same time, many smaller businesses were passed
What decision(s) do you recommend?For much of its 41-year history, Oracle’s sales force had focused on selling to chief information officers (CIOs) at the world’s largest corporations. This focus led to very large individual sales transactions. At the same time, many smaller businesses were
What are some ways to implement your recommendation?For much of its 41-year history, Oracle’s sales force had focused on selling to chief information officers (CIOs) at the world’s largest corporations. This focus led to very large individual sales transactions. At the same time, many smaller
When recruiting salespeople, how important are lifestyle perks like the ones described above?
Consider the factors that influence a firm’s emphasis on personal selling shown in Figure 14.2. Which of these are likely relevant in Oracle’s decision to invest so heavily in their sales force?
Which of the two primary approaches to personal selling(transactional or relationship) do you think Oracle salespeople are being encouraged to use? Why would that approach be appropriate?
Explain the importance of pricing and how marketers set objectives for their pricing strategies. pp. 330–334“YES, BUT WHAT DOES IT COST?” p. 330
Describe how marketers use costs, demand, revenue, and the pricing environment to make pricing decisions.pp. 334–346 COSTS, DEMAND, REVENUE, AND THE PRICING ENVIRONMENT p. 334
Understand key pricing strategies and tactics.pp. 346–354 IDENTIFY STRATEGIES AND TACTICS TO PRICE THE PRODUCT p. 346
Understand the opportunities for Internet pricing strategies.pp. 354–356 PRICING AND ELECTRONIC COMMERCE p. 354
Describe the psychological, legal, and ethical aspects of pricing. pp. 356–361 PSYCHOLOGICAL, LEGAL, AND ETHICAL ASPECTS OF PRICING p. 356
Understand the important considerations in job compensation, how to set realistic expectations, and improve your chances of getting a great first job. pp. 361–364
What is price, and why is it important to a firm? What is cryptocurrency (digital currency), such as Bitcoin?What does the term blockchain refer to?
What is break-even analysis?
Explain decoy pricing. Is decoy pricing ethical?marketed primarily through restaurant distributors to small mom-and-pop Lebanese cuisine restaurants
Explain these ethical and legal problems in B2B pricing:B2B price discrimination, price fixing, and predatory pricing.Activities: Apply What You’ve Learned
Creative Homework/Short Project You are the assistant manager of a local grocery store. While walking to the store, you observe that there are two different bins of zucchini. One bin is priced at $1.99 per pound. The second bin of zucchini is priced at $3.29 per pound.There is no visible difference
For Further Research (Individual) Assume you are the owner of a small Italian restaurant. You are seeking ways to increase your business. You believe that bundling items on the menu will increase the average ticket per customer. A suggested bundle offer would include the items below:Item Menu price
What is the contribution per unit for Hummus-to-Go?
How many units of Hummus-to-Go must Touch of Beirut sell to earn a total profit of $1,500,000?
Based on the above, does this seem like a good business venture to you? Why or why not?Choices: What Do You Think?
Critical Thinking Two-part pricing and payment pricing are tactics that are designed to make things more affordable for customers and better meet their needs.Do you think these policies always benefit the customer?What do you think are the advantages and disadvantages of these pricing approaches
Ethics Luxury products often set pricing at as much as 10 to 20 times the cost of producing the product.What reasons might the company have for setting such high prices? Do you feel this practice is acceptable?Why or why not?
Critical Thinking Some retailers manufacture their own store brands that compete with well-known national brands. Typically, the store brands are sold right beside the name-brand product on the shelf with a much lower price. The hope is to convince the consumer to purchase the store brand because
What is the decision facing United Airlines?Correctly setting prices in any industry is challenging, but air travel can be an especially complex proposition. On the same plane, you’ll have customers that are primarily schedule focused and willing to pay a higher rate to get to a business meeting
What factors are important in understanding this decision situation?Correctly setting prices in any industry is challenging, but air travel can be an especially complex proposition. On the same plane, you’ll have customers that are primarily schedule focused and willing to pay a higher rate to
What are the alternatives?Correctly setting prices in any industry is challenging, but air travel can be an especially complex proposition. On the same plane, you’ll have customers that are primarily schedule focused and willing to pay a higher rate to get to a business meeting on time. Sitting
What decision(s) do you recommend?Correctly setting prices in any industry is challenging, but air travel can be an especially complex proposition. On the same plane, you’ll have customers that are primarily schedule focused and willing to pay a higher rate to get to a business meeting on time.
What are some ways to implement your recommendation?Correctly setting prices in any industry is challenging, but air travel can be an especially complex proposition. On the same plane, you’ll have customers that are primarily schedule focused and willing to pay a higher rate to get to a business
Consider the issue of price elasticity for the two broad classes of United’s customer base: leisure travelers and business travelers. Are they generally elastic or inelastic?
As seen above, competition is a big factor in United’s pricing decisions. What other factors in the external environment should marketers consider?
Is the use of a “loss leader” pricing strategy ethical?What steps could United take to make sure that their Basic Economy pricing program is executed in an ethical manner?
Some firms have profit as a pricing objective, whereas others set prices for customer satisfaction. What are the major differences between these two? Which is better?
Assume that you are in charge of pricing for a firm that produces pickles. You have fixed costs of $3,500,000.Variable costs are $0.55 per jar of pickles. You are selling your product to retailers for $0.95. You sell the pickles in cases of 24 jars per case.a. How many jars of pickles must you sell
Executives of Studio Recordings Inc. produced the latest compact disc by the Starshine Sisters Band, titled Sunshine/Moonshine. The following cost information pertains to the CD.a. CD package $0.75/CDb. Songwriters’ royalties $0.45/CDc. Recording artists’ royalties $0.95/CDd. Advertising and
A distributor of equipment and supplies for physician’s offices and other similar health-care customers requires that their sales people negotiate with customers to get the best price possible. At the same time, the distributor management knows that to cover overhead costs such as salary, rent,
“Green Stuff” is a regional chain of small restaurants.The Green Stuff menu includes only salads, all priced at$8.95, and beverages. Each restaurant serves an average of 800 salads a week at that price. The company wants to raise the price of their salads to $10.95 but is concerned that the
Explain how value is derived through different product layers. pp. 264–267 BUILD A BETTER MOUSETRAP—AND ADD VALUE p. 264
Describe how marketers classify products.pp. 267–270 HOW MARKETERS CLASSIFY PRODUCTS p. 267
Understand the importance and types of product innovations. pp. 271–274“NEW AND IMPROVED!” THE PROCESS OF INNOVATION p. 271
Show how firms develop new products. pp. 274–278 NEW PRODUCT DEVELOPMENT p. 274
Explain the process of product adoption and the diffusion of innovations. pp. 279–285 ADOPTION AND DIFFUSION OF NEW PRODUCTS P. 279
Be prepared to develop your personal value proposition. pp. 285–287
What is a good? What are the differences between tangible and intangible products? LOL-3
Explain what marketers mean by the core product, the actual product, and the augmented product? LOL-3
What is the difference between a durable good and a nondurable good? What are the main differences among convenience, shopping, and specialty products?8-4. What types of products are bought and sold in B2B markets?
What is a new product? Why is understanding new products so important to marketers? What are the types of innovations? LOL-3
Explain ideation, divergent thinking and convergent thinking. LOL-3
What is R&D, and what is its importance to marketers and the product development process? LOL-3
List and explain the steps marketers undergo to develop new products. LOL-3
What is crowdfunding? How does it help products get to market? LOL-3
Explain the stages a consumer goes through in the adoption of a new product. LOL-3
List and explain the categories of adopters. LOL-3
What product factors affect the rate of adoption of innovations?Activities: Apply What You’ve Learned
Creative Homework/Short Project Assume that you are a member of the marketing department for a firm that is producing a smart refrigerator, also known as an Internet refrigerator. In developing this product, you realize that it is important to provide a core product, an actual product, and an
In Class, 10–25 Minutes for Teams As an entrepreneur, you know that innovation will play a huge role in your new business. With your team, brainstorm briefly to define what your new business will be—let the sky be your limit. Then, create a short outline that defines the various types of
Creative Homework/Short Project As a member of a new product team with your company, you are working to develop a computer that carries a perpetual charge—no plug in required! You are considering conducting a test market for this new product. Outline the pros and cons for test marketing this
For Further Research (Individual) Every year, marketers come out with many new or new and improved products. Using the Web, research a new or new and improved product and summarize either how marketers developed and tested that product before taking it to market or how they created awareness about
Creative Homework/Short Project Assume that you and your roommate have come up with a great idea for a new product. Outline the steps you would need to go through to determine the potential for success of your product. How would you protect your idea?
For Further Research (Individual) Choose an innovative product that has been recently introduced into the marketplace. Research how the product was introduced.Using the adopter categories in the chapter, identify adopters of the product that you consider to be innovators and provide evidence of
For Further Research (Individual) Take a look at the smartphone market and identify the three newest phones in the marketplace. Using the five characteristics that affect rate of adoption (relative advantage, compatibility, complexity, trialability, and observability), rate each of the phones on
In the chapter, we define creativity and discuss how it relates to innovation. Innovation can be measured in terms of number of successful new products as well as a variety of secondary measures related to those products (e.g., new product launches per year or per employee and success rate versus
Point out a few well-known organizations that you believe are quite creative. How do you know that they are creative—that is, what specific evidence can you cite that indicates that a high level of creativity is practiced?In the chapter, we define creativity and discuss how it relates to
Critical Thinking In this chapter, we talked about the core product, the actual product, and the augmented product. Does this mean that marketers are simply trying to make products that are really the same seem different?When marketers understand these three layers of the product and develop

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