Marketing An Introduction 14th Global Edition Gary Armstrong, Philip Kotler, Marc Oliver Opresnik - Solutions

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What is the difference between advertising, public relations, and publicity?Why is it necessary to have separate strategies for each?
How can a lodging property or restaurant maintain good press relations, and how can hospitality firms counteract negative publicity?
What are some of the prime considerations of business travelers in choosing a hotel?
What are the three distinct groups of frequent business travelers and what are the needs of each?
What factors are important to women business travelers and how are properties meeting their needs?
What types of amenities are usually included in a stay on an executive or business floor? What other types of amenities are expected by business travelers?
Why are all-suite/extended-stay properties increasing in popularity? How do these properties meet the needs of business travelers?
What are some ways to locate local and national business travelers?
What strategies do properties use to reach business travelers? What kinds of travel intermediaries generate business traveler bookings?
What types of advertising are most likely to attract the attention of business travelers?
What types of public relations efforts would attract business travelers to a property?
How can the management team address the problem of low ADR?
What are some ways Jodie could make employees like Jack and Tracey more familiar and comfortable with a yield management program?
What selling skills should training focus on for the Hearthstone Suites Hotel staff?
How can the Hearthstone Suites Hotel regain some of the commercial busi- ness it has lost?
How does leisure travel differ from business travel? What are its benefits to hospitality properties?
What are some types of individual leisure travelers?
How are properties meeting the needs of family leisure travelers?
What are some of the ways to reach the family traveler market?
Why is the senior traveler market important to hotels, and how are properties meeting the needs of mature travelers?
What is a tour broker? a tour wholesaler? How do properties reach these travel intermediaries?
What are three types of tours commonly taken by group leisure travelers?
How are properties meeting the needs of motorcoach tour travelers?
Why should a property consider developing its own package tour?
What is vacation ownership, and how is it different from other aspects of the leisure market?
What are some of the problems Greg has inherited from the previous general manager, and what steps will he have to take to remedy them?
What issues will Kendra need to consider as she begins to solicit business from tour group operators and wholesalers?
What are some additional marketing activities the Sun & Surf Inn can implement to increase occupancy in the short term, while the director of sales is building the hotel’s wholesaler and tour group business?
What are some of the issues that should be discussed with Luis, the front office manager?
What factors have contributed to the decrease in the number of travel agents?
What are some of the ways properties are meeting travel agents’ need for property information?
Why are travel agents reluctant to use airline reservations systems for booking hotel rooms?
Who are the best prospects for a property’s fam tour for travel agents?
What are some of the ways in which properties can provide good service to travel agents?
From a travel agent's point of view, are there advantages to a centralized commission payment plan? If so, what are they?
What are four resources that can help a property identify travel agents and agencies?
What is perhaps the most effective way to reach travel agents?
What public relations efforts might be used to develop travel agent business?
What are some of the challenges and opportunities travel agents will face in the future?
What two segments compose the group meetings market?
In what ways can each group meetings market benefit a property?
What are the categories into which associations are divided and the character.
What types of meetings business do associations generate?
What are some planning factors for an association’s annual convention?
Who are the possible decision-makers for an association?
What are the types of corporate meetings and the characteristics of each?
Who are the possible decision-makers for corporate group meetings?
What are the three types of face-to-face selling techniques used to reach meeting planners and how can each be used most effectively?
What other approaches are used to pursue group meetings business?
There are four types of consumer products—products and services bought by final consumers for personal consumption. Identify a product or service in each consumer product category that you or someone you know has purchased. What did you purchase, and where did you purchase it? Explain the
For the past several years, Procter & Gamble has seen significant growth from emerging markets. Visit the P&G website at www.pg.com. Pick three global brands.Using Figure 15.3, identify which of the five global product and communications strategies the company has use with each brand.
Figure 16.4 outlines a societal classification of products.Identify two products for each of the four categories, and explain why they are deficient, pleasing, salutary, or desirable products.Data From, Figure 16.4 >>> Figure 16.4 Societal Classification of Products Long-run Consumer Benefit
Classic LEGO plastic bricks have been fixtures in homes around the world for more than 70 years. Just 15 years ago, The LEGO Group (TLG) was near bankruptcy, spiraling downward and losing money at a rate of $1 million a day. But after a massive restructuring and implementation of a new strategic
Discuss how a new brand manufacturer would go about defining their market segments and then begin to target them.
Go to www.kellogs.com, and examine the brands offered by Kellogg’s. Using the BCG growth-share matrix, classify 10 brands as stars, question marks, cash cows, or dogs. Find at least one product you believe fits into each of the four quadrants. Support your position.
Diff Eyewear is a successful business built around a socially conscious mission. The company makes and sells stylish eyewear with comparable quality but a significantly lower price than luxury eyewear brands. The best part of Diff is its “buy one, get one free” charitable mission. For every
Define marketing environment, and discuss the two parts that make up a company’s marketing environment.
Describe the challenges marketers face with changing economic conditions. What factors should marketers consider in offer value to today’s customers?
Many companies today are looking to do more than just good deeds. More and more, companies are making environmental sustainability a part of their core missions. Research companies that make environmental sustainability part of their values. Write a report to present your findings.
Technological advances are perhaps the most dramatic forces affecting today’s marketing strategies. Imagine you are in the marketing department of a major brand familiar to you. How might new technologies affect the development of a marketing campaign for this brand targeting baby boomers? A
Consumers in the United Kingdom seem to be at the mercy of their own insurers. Hidden within the close print of the renewal notices is the true cost of renewing the insurance, often as much as a 100 percent increase. This is despite the fact that there have been no claims on the insurance and the
Why is it important for companies to understand and use customer insights in managing marketing information?
In a small group, identify the steps a business organization might need to take to carry out market research in an overseas market. Discuss whether the business would be best advised to have someone do the research for them, or do it themselves.
Market research is critical for companies that want to grow their markets. Companies can hire outside market research firms or create their own internal market research positions or teams. There are many career opportunities in this field. Go to Indeed.com or another nationwide or worldwide job
In each second of every day, personal information is being indexed and processed. Every device we use has a unique address that is being broadcast as long as you have wireless networking switched on. Many of us do not even realize that programs exist to find every picture you may have ever posted
In early 2018, Facebook faced a firestorm of criticism when it was learned that a political data firm hired by Donald Trump’s election campaign—Cambridge Analytica—had gained access to private data on as many as 87 million Facebook users. The Facebook profiles contained information on user
Decisions are often made by businesses on the basis of fairly small samples in relation to the actual size of the population or number of customers. Thus, the future of products and services is often determined by relatively small numbers of people. But just how reliable are small-scale samples?
Discuss the characteristics affecting consumer behavior that marketers must be aware of in evaluating consumers’ purchase decisions.
What is a total market strategy, and why do marketers use this approach? Provide a recent example of a product or service that uses the total market strategy approach, and discuss the components that make it effective or ineffective.
What four psychological factors influence a customer’s purchase behavior? Name and explain each of the four factors.
What are systems or solutions selling? How can an organization be successful in this area of sales? What are customers looking for from suppliers?
Identify a new product that you have recently adopted into your daily lifestyle. Discuss each step of the consumer buyer decision process as it relates to the purchase decision with your adopted new product. Then review the stages in the adoption process. When purchasing your new product, did you
The characteristics of a new product affect its rate of adoption. Identify the five characteristics that influence the rate of adoption, and describe how each factor will influence the rate of adoption of the Apple Watch.
Water is water, right? Not so! Beverly Hills 90H20 claims to be designed “by a world-class team of experts, including a water sommelier.” The winner of the World’s Best Water Award, this water is sourced in the California mountains. At $72 for a case of 24 bottles, this is not your everyday
Describe how marketers segment business markets. How do business segmentation strategies differ from consumer segmentation strategies?
Compare the three levels of market targeting that companies can use in choosing how many segments to target. Provide an example for each of the three targeting options.
Local marketing is an effective tool used by marketers to reach intended market segments. Groupon has capitalized on this concept by tailoring brands and marketing to the needs and wants of local customer segments—cities, neighborhoods, and even specific stores. According to its website, Groupon
Beverage Giant Coca-Cola faces several challenges as a result of an increase of consumer health awareness, the reduction of carbonated drinks in schools in many regions, and newer, healthier drinks. The brand is having an especially difficult time getting through to teens. To increase sales,
Stroke is the fifth-leading cause of death among Americans, claiming more than 130,000 lives each year. Almost 800,000 people suffer a stroke each year in the United States, one every 40 seconds. These grim statistics are actually not as grim as they used to be. New technologies and treatments are
What is a service? Can services be differentiated as consumer services and industrial services?
Walt Disney created the Disney brand from humble beginnings based on his love of drawing and animation. The Walt Disney Company has since expanded successfully into a global entertainment and media brand. Using the internet, research the brands that make up the Walt Disney Company, and discuss how
According to the U.K. price comparison site Compare the Market, the cost of funerals is rising on average at a rate of 7 percent per year. The Funeral Planning Authority (FPA) estimates that the average cost of U.K. funerals is over $5,000. With costs rising, the market for funeral plans has
Why are customers increasingly vital in the creation of innovative new products and services? How has this come about?
How does a product idea differ from a product concept and a product image? Where do these concepts fit in the new product development process?
Discuss the special challenges faced by companies when marketing products internationally.
Companies large and small, across all industries, are crowdsourcing product innovation ideas. Research three crowdsourcing campaigns that companies have used within the past two years. Were they successful? Explain.
Review the five stages in the product life cycle (PLC). Select products that fit into each of the introduction, growth, maturity, and decline stages, and support your reasoning using the summary of key characteristics in Table 8.2. What objectives and strategies should the company use as next steps
About 24 million people in the United States did yoga at least once in 2013, and participation has been increasing by 6.5 percent annually, according to the Sports and Fitness Industry Association. A survey commissioned by Yoga Journal revealed that more than 44 percent of people who don’t
The Thomas Cook Group is probably the oldest and best-known travel and tourism company. It traces its origins back to 1841 and now caters to around 23 million global customers a year.Back in the 1800s, it believed in offering alternative, virtuous, and learning-based leisure activities. Today, in
Alicia is a self-employed hair stylist who owns her own salon. She has asked you to consult with her on how to generate more revenue. Using the price adjustment strategies, advise Alicia on her options to increase overall sales.
How do logistics managers effectively manage the supply chain? Why do companies need to pay close attention to managing logistics?
The franchise organization is the most common type of contractual vertical marketing system. Vertical conflict, conflict between different levels of the same channel, is common in this channel. Research the possible causes of conflict in the franchisee–franchisor relationship and the best
Review the strategies available to companies when determining how to best distribute their products: intensive, exclusive, and selective distribution. Select five products (in more than one category) that you or someone you know has recently purchased. Describe the product, the manufacturer, where
According to the Fabletics company website, www.fabletics.com, JustFab Inc. co-CEOs Don Ressler and Adam Goldenberg launched Fabletics with Kate Hudson after they saw a gap in the activewear marketplace. There were plenty of luxury brands, but none that offered stylish and high-quality gear at an
The post-Prohibition “three-tier system” requires the separation of the production, distribution, and retailing of alcohol in most states. That wasn’t much of an issue for craft brewers during the explosive growth years between 2011 and 2015 when craft beers doubled their percentage of the
Define the essential nature of retailing and describe its function and role
Explain how the mix of different retailer types is changing.What are the trends moving toward?
In January 2017, UK retailer Tesco bought the wholesaler Booker. Why would they do this?
Find an example of a local retailer in your community that uses online, mobile, and social media marketing.Interview the owner of the store or restaurant and ask about the challenges and successes they’ve experienced when implementing this strategy.
Small businesses often need to come up with a unique angle to attract any kind of media attention. Sizzle and Grill in Cardiff, South Wales, United Kingdom, was the home to 40 different mega-meals. As a result, the online buzz about the restaurant helped to ensure a busy night every night. The

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Marketing An Introduction 14th Global Edition Gary Armstrong, Philip Kotler, Marc Oliver Opresnik - Solutions

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