Marketing Management 16th Edition Philip Kotler, Kevin Keller, Alexander Chernev - Solutions

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Why are social media so important for DMOS?
With which social network systems are DMOs most involved and why?
Why are apps now so important for DMOs and destination marketing?
What are the main advantages of e-mail marketing?
In which other digital marketing activities can DMOs become engaged?
Which ICTs are enjoying the greatest growth in recent times?
What are the potential applications of augmented reality, virtual reality and artificial intelligence to destination marketing?
How does the push and pull theory originally developed by Graham Dann explain why people travel?
What are the main factors that influence tourists in selecting destinations? In your opinion, which of these factors are the most important and why?
How do people’s images or perceptions of tourism destinations affect their decisions on where to travel?
What are the stages that people tend to go through when purchasing, consuming and recalling trips to tourism destinations?
How can tourist markets be divided into groups that share common characteristics? What are the segmentation criteria that can be applied, and which of these do you consider to be the best for a DMO to use and why?
How have recent market trends affected tourism? Which of these market trends do you believe will have the greatest impact on tourism in the future, and what are your reasons?
What are the major benefits of developing and promoting domestic tourism?
How large is the domestic tourism market? Answer this question by considering the domestic tourism market in selected countries.
How important is domestic tourism vis-à-vis international tourism?
What have been the recent trends in domestic tourism?
What are the prospects for domestic tourism?
What are the overall issues and challenges with domestic tourism?
Who should be responsible for domestic tourism marketing and promotion within a country, and what are the reasons behind your opinion?
Should day travellers (day trippers) be included in domestic tourism? Why or why not?
What are some of the reasons for underestimating the contributions of VFRs to the tourism sector?
How important is the VFR market in domestic tourism?
Why is it difficult to effectively market and promote domestic tourism without in-depth research data on domestic travellers and their segmentation?
What have been some of the outstanding domestic tourism marketing and promotion campaigns in recent times?
What have been the trends in international tourism arrivals in recent years according to UNWTO?
What are the prospects for international tourism for the next 10 to 15 years?
What are the major challenges facing DMOs in the international marketing for pleasure and leisure travel?
Which geographic origin markets are emerging, and why have they earned this designation?
Which market segments have shown substantial growth potential in recent years and are expected to continue to increase in the future?
What are the procedures that DMOs need to follow in marketing to international pleasure and leisure tourists?
How would you define regular business travel, and can it be influenced by DMOs? Why or why not?
What are the different business event markets, and how is each of them defined?
What are the benefits of regular business travel?
What are the benefits of business events?
Business travel and business events are facing which major challenges now?
Which trends are impacting upon business travel and business events?
What is a PCO, and what services do these specialists provide?
What are the roles played by incentive travel planning companies, and what is the meaning of convergence?
What are the roles played by incentive travel planners, and who are their clients?
Why are RFPs convenient for meeting planners and at the same time a good marketing tool for DMOs, hotels and meeting venues?
Why is it important for a DMO to gather research data on the business events held within its jurisdiction, and what types of statistics should be collected?
How should a DMO demonstrate its accountability with respect to its marketing and promotions aimed at business events?
Relevance, value proposition and visibility were the three high-level strategic themes identified in the DMAI Futures Study (2008). What are the implications of these themes for DMOs?
What are the super-trends identified in the DMAI Futures Study, and in which ways are these impacting upon destination marketing?
Which four key roles for DMOs are suggested in the new strategic map developed by DMAI and Karl Albrecht International?
What is the 15 Cs framework for describing the challenges facing destination marketing as suggested by Fyall and Leask (2006)?
The PhoCusWright destination marketing study (2009) found that DMOs’ Internet marketing efforts were lacking in certain respects.What were the weaknesses that this study found in DMOs’ Internet marketing?
DestiCorp of the United Kingdom (2010) in its paper, ‘Speculation on the Future of Destination Marketing Organizations’, suggested that DMOs need to change their models and mindsets. In what ways should DMOs change in the future according to this source?
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 tourism sector stakeholders and in how they communicate with potential tourists?
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 to streamline innovation efforts and simplify consumer choice?
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 Sapphire card continue to be attractive to Millennials if its promotional incentives were reduced
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 communication and brand building?
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?

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Marketing Management 16th Edition Philip Kotler, Kevin Keller, Alexander Chernev - Solutions

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