Questions and Answers of Marketing Management

How can Ben & Jerry’s justify the concept of a triple bottom line—profits, people, and planet—to company shareholders?
Ben & Jerry’s was created in 1978 when founders Ben Cohen and Jerry Greenfield opened their first ice cream parlor in Burlington, Vermont. The duo “wanted to do something more fun” with their
Tiffany & Co.’s roots date back to 1837, when founder Charles Lewis Tiffany opened a “stationery and fancy goods” store in New York City. Tiffany’s first store quickly became the go-to
Starbucks opened its first store in 1971, at a time when coffee consumption in the United States had been declining for a decade and rival brands used cheaper coffee beans to compete on price. The
Zara began in 1975 when Amancio Ortega and Rosalia Mera opened their first store in Galicia, Spain. The original store sold low-priced lookalikes of high-end, popular fashion products.Zara’s
Uniqlo is a Japanese casual wear designer, manufacturer, and retailer. The name is a portmanteau that combines the words unique and clothing, which reflects the company’s philosophy of creating
WeChat is a Chinese social media, messaging, and mobile payment app developed by Tencent, a Chinese conglomerate that specializes in technology, gaming, and social media. WeChat is primarily used for
Describe how companies create and validate a prototype.
Starting out as a perfume store in 1969, Sephora has transformed into one of the world’s strongest beauty retailers, employing around 20,000 people across 2,500 stores in more than 32 countries.
The Mandarin Oriental Hotel Group is an international hotel management company that specializes in Asian luxury hotels. The company operates over 31 hotels and 8 residences in more than 20 different
Popeyes was founded in the New Orleans suburb of Arabi in 1972 by serial entrepreneur Al Copeland, who wanted to compete with fried chicken giant KFC. The first Popeyes restaurant initially found
When Phil Knight, a former college track athlete, and his former coach, Bill Bowerman, started a shoe company in 1962, they couldn’t have known that they would ultimately create one of the
Define the scope of marketing.
Describe the new marketing realities.
In its first two decades, Walt Disney Productions was a struggling cartoon studio that introduced its most famous character, Mickey Mouse, to the world. Few believed in Disney’s vision at the time,
Explain the role of marketing in the organization.
Illustrate how to organize and manage a modern marketing department.
Explain how to build a customer-centric organization.
From smart phones to maps to e-mail to search, today Google is everywhere. This ubiquity makes it easy to forget that the company was founded in 1998 by two Stanford University PhD students, Larry
Identify the key tasks required for company and business unit planning.
Uber, the global leader in ride sharing, entered the Middle East market in 2013, but it failed to replicate the success it had enjoyed in so many other markets around the world. It had started its
Describe the process of developing a market offering.
Mayo Clinic is the first and largest integrated nonprofit medical group practice in the world. William and Charles Mayo founded the clinic over 100 years ago as a small outpatient facility and
Describe the key components of an actionable marketing plan.
Explain how and when to modify the marketing plan.
Identify the key factors that influence consumer behavior.
Explain the process of marketing planning.
Explain the role cultural, social, and personal factors play in consumer behavior.
Intuit develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individual consumers. The company was founded in 1983 by a
Explain how consumers’ needs, emotions, and memory influence their behavior.
Illustrate the key stages of the buying decision process.
Explain the key aspects of the organizational buying process.
The Alibaba Group was established in 1999 by Jack Ma, who wanted to use the internet to connect Chinese suppliers with overseas buyers. Ma saw that small manufacturers and entrepreneurs in China had
Define the role of the buying center in an organization.
Describe the stages of the decision process in business markets.
Explain how organizations develop marketing programs to attract and retain business customers.
Describe how business-to-business marketers build and maintain relationships with customers.
Define the scope of marketing research.
Tesco PLC is the United Kingdom’s biggest grocery retailer and the world’s fifth largest, with nearly half a million employees, pre- tax revenues exceeding £63 billion, and over 7,000 stores
Explain the marketing research process, how to gather and analyze market data, and how to develop a research plan.
Casper is an American e-commerce company that primarily sells mattresses. The idea of Casper was thought up by four members of a New York City venture accelerator in 2013. The company aimed to be an
Discuss the key aspects of designing product portfolios and product lines.
Define the key aspects of the selling process.
Avon, the world’s oldest direct-sales beauty company, got its start in 1886 after door-to-door book salesman David McConnell began offering free perfume to attract female customers.When the perfume
Explain how to design an effective sales force organization.
Progressive Corporation is one of the largest providers of auto, motorcycle, boat, and RV insurance in the United States. Founded in 1937, the company is considered one of the most innovative
Explain how to manage a sales force.
Discuss the role of direct marketing and identify the key direct marketing channels.
Define the roles of marketing channels.
Explain the key channel-management decisions.
Discuss how firms manage channel cooperation and conflict.
Discuss how firms manage market logistics.
Explain the key changes defining modern retailing.
Consumer electronics retailer Best Buy dates back to 1966. The first store was an audio specialty store called Sound of Music, which primarily sold stereos and other music equipment. Sound of Music
Discuss the marketing decisions that retailers face.
Describe how a company manages omnichannel retailing.
Explain the key principles in building and managing private labels.
Describe the key aspects of wholesaling.
Summarize how a company assesses its growth opportunities.
When Rhode Island School of Design graduates Brian Chesky and Joe Gebbia were struggling to pay their rent in 2007, the pair brainstormed ideas to earn some extra money. They came up with the idea to
Explain how a company gains market position.
American Express is one of the world’s most respected brands, known globally for its charge cards, travel services, and financial services. American Express began as a 19th-century express shipping
Summarize the strategies a company can use to defend its market position.
Discuss the key product-cycle marketing strategies.
Explain how companies develop new offerings.
The idea for Honest Tea came about in 1997, when Yale School of Management graduate Seth Goldman stopped for a post-workout beverage at a local convenience store. Finding only soft drinks and teas
Explain how companies generate new ideas.
Summarize the key aspects of designing a business model for a new offering.
Explain how companies implement new offering strategies.
Discuss the key steps in commercially deploying a new offering.
Explain how a company should balance its acquisition and retention efforts.
Stitch Fix is an online clothing subscription and personal styling service. The garments that customers receive are tailored by stylists based on surveys, social media habits, personal notes, and
Discuss how a company can manage customer satisfaction and loyalty.
On October 25, 1985, Emirates Airline flew its first flights from Dubai to Karachi and Mumbai, using aircraft that were wet-leased from Pakistan International Airlines. The airline was launched on
Describe how companies manage customer relationships.
Discuss how a company should manage customer lifetime value.
Explain how companies decide whether to go abroad.
Summarize the strategies companies use to enter global markets.
Explain how companies can adapt their marketing strategies for global markets.
Discuss the role that corporate social responsibility plays in marketing management.
Explain how companies manage corporate social responsibility in the workplace.
Identify the strategies that companies use to promote sustainability.
Describe how companies balance social responsibility and corporate profitability.
Discuss how a company identifies points of parity and points of difference.
Explain how a company should develop a value proposition and a positioning strategy.
Describe how a company chooses a frame of reference.
Back in the 1980s, banking in the United Kingdom was dominated by four conservative and traditional big banks. Getting a loan or mortgage or discussing an overdraft meant a visit to your local branch
Chase Bank, a commercial and consumer banking subsidiary of the largest U.S. bank, JPMorgan Chase, offers services such as personal banking, credit cards, mortgages, and auto financing. Chase Bank is
LEGO is one of the world’s most recognizable toys. The small, colorful building blocks have spawned countless sets, figurines, video games, and even movies and theme parks. LEGO is built on a very
Explain how to measure and forecast market demand.
Define the different approaches to measuring marketing productivity.
Explain the essence of targeting.
Superdry is a popular fashion brand in the United Kingdom that markets clothes made of premium fabrics for men and women. Stylish, casual, sporty, washed-out yet modern, and bearing intricate,
Define the key principles of strategic targeting.
Describe how to effectively communicate and deliver offerings to target customers.
Explain how to develop strategies to target multiple market segments.
Describe how to segment consumer markets.
Describe how to segment business markets.
Unilever—manufacturer of home care, food, and personal care brands—effectively uses marketing communication strategies to target specific age groups, demographics, and lifestyles. The company has
Define the key strategies for creating a sustainable competitive advantage.

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