Marketing Management 4th Edition Mark Johnston, Greg Marshall - Solutions

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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 had expanded to seven locations by 1983, when the name was changed to Best Buy to reflect competitive
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 rent out three airbeds in their apartment and also provide breakfast the morning after. At the
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 company, grew into a travel services company, and eventually evolved into a global payments company
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 saturated with high amounts of sugar, Goldman was inspired to create a new beverage for
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 other consumer data. The concept was developed by Harvard MBA student Katrina Lake after findings of a
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 the urgent directives of Sheikh Mohammed bin Rashid al Maktoum, the then Minister of Defense of the
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 and an interview with a manager, who was often seen as a rather intimidating authority figure by
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 known for its high customer satisfaction rating, ranking the highest among the six largest U.S.
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 simple concept: Each block fits together with every other block, which creates an endless
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, hand-drawn graphics, the brand represents a true instance of cultural blending—it combines American
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 developed some of the most successful brands in the world, including Axe, a male grooming brand,
Define the key strategies for creating a sustainable competitive advantage.
Identify alternative strategies to communicate the positioning of a company’s offerings.
Explain how companies use product differentiation to create market value.
Apple Computers was founded, in 1976, by college dropouts Steve Jobs and Steve Wozniak, who wanted to make computers more user-friendly so people could use them at home and at work. The company’s first major success—Apple II launched in 1977—revolutionized the computer industry with the
Explain the role of product design in differentiating market offerings.
Toyota, one of the world’s three largest automakers (along with Renault Nissan and Volkswagen), has come a long way over the course of its 75-year history. The company launched its first passenger car, the Model AA, in 1936. For it, Toyota copied the body design of Chrysler’s landmark Airflow
Describe the key decisions involved in managing product packaging.
Explain how companies design and manage product guarantees and warranties.
Define the distinctive characteristics of services.
The United Kingdom’s crowded and competitive budget hotel sector has a wide range of customers from many socioeconomic categories, each with their own reasons for seeking a hotel. Most low-cost offerings are very similar in terms of location, facilities, and price, making differentiation and
Explain the new realities that service firms face.
For London’s bus network, keeping 6.5 million passengers happy as they make an average of 2.25 billion trips every year is no easy task. Transport for London (TfL), which reports to the office of the Mayor of London, runs the day-to-day operations of the capital’s public transport, which
Identify the key strategies to achieve service excellence.
Explain how service firms can manage quality effectively.
Explain the role of brands in creating market value.
Founded by Guccio Gucci in 1921 in Florence, Italy, Gucci is arguably the country’s most famous brand. A fashion powerhouse that sells high-quality luxury products including clothes, shoes, handbags, and accessories, the brand is now owned by Kering, a luxury fashion group based in France that
Describe the key principles in designing brand elements and associations.
MUJI was founded in 1980 as a private label for Japanese supermarket The Seiyu. At the time, foreign brands were becoming increasingly popular as the economy grew. As a result, cheaper, low-quality imitation goods became attractive alternatives for budget-conscious consumers. MUJI goods were
Discuss how a company should design the hierarchy of its brands.
Explain how a company should manage its brands over time.
Describe the key aspects of luxury branding.
Describe the role that pricing plays in marketing management.
Priceline launched in 1998 when Jay S. Walker first introduced its “Name Your Own Price” service for purchasing airline tickets online. Priceline flipped the conventional system of purchasing goods by having the buyer “set” prices.Typically, sellers advertise a good in the marketplace at a
Identify the key psychological factors that influence how consumers perceive prices.
The origins of Uber trace back to 2008, when Travis Kalanick and Garrett Camp, both start-up entrepreneurs, were having trouble finding a taxi on a snowy winter day. The two were inspired to create a smart-phone app that would call a taxicab. Returning to San Francisco, Camp bought the domain name
Explain the factors that a manager must consider when setting prices.
Discuss how to respond to competitive prices cuts.
Explain how to design and manage incentives.
Explain the role of marketing communications.
In 1982, businessman Dietrich Mateschitz was suffering from jet lag while on a trip to Bangkok. Locals told him about a popular tonic beverage called Krating Daeng that could relieve his symptoms of drowsiness and tiredness. He tried the beverage and found that it did alleviate his
Define meaningful communication objectives.
Creating a lasting feeling or emotion is often central to the endurance and success of a confectionary brand. And few are as recognizable as Cadbury, now owned by Mondelez International.Cadbury boasts over £122 million in turnover, over 70,000 employees, and a global reach spanning 50 countries.
Describe how a company should identify target customers and craft the communication message.
Explain how a company should decide on the communication media mix and develop a media plan.
Describe the creative strategies involved in developing an effective communication campaign.
Identify actionable metrics for measuring communication effectiveness.
Describe the key principles in managing an integrated marketing campaign.
Honda, the Japanese automobile and motorcycle manufacturer, is a leading global brand and one of Japan’s three big automotive companies, along with Toyota and Nissan.In the international market, it competes with brands like Volkswagen, Ford, General Motors, Hyundai, Fiat, Chevrolet, and
Define the key aspects of managing an effective advertising campaign.
AccorHotels was established in 1967 when the founders, Paul Dubrule and Gerard Pelisson, opened their first hotel, Novotel, in Lille Lesquin, France. They soon formed the Société d’investissement et d’exploitation hôteliers (SIEH) group and grew the company by opening and acquiring new
Explain how to design and manage online communications.
Describe the key aspects of managing social media.
Explain how to manage mobile communications.
Explain how to design meaningful events and experiences.
Describe the role of word of mouth in marketing communications.
Summarize how to manage publicity and public relations.
Discuss the role of product packaging as a communication tool.
What do you think of using Bud Light and Natural Light brands in naming the new hard seltzer products? Does this brand extension dilute the beer brands even if bolstering the new hard seltzers?
Budweiser is known for using humor and tug-at-your-heartstrings appeals in advertising. Compare the original and new Whassup ads. View the “One Team” video. Do you think they are effective? Why or why not?
British fashion Burberry may not be well known to many students, particularly since they produce and market very expensive clothing that will be beyond most students’ budgets. This case provides opportunities to discuss the conflicts that can exist between the priorities of maintaining and
1. What other products or services benefit from the “network effect?” What strategies can companies pursue to more effectively exploit this phenomenon?2. SoulCycle was the early leader in studio spinning classes and has now entered the at-home fitness market. Review the websites for both
1. Booking.com prospects and customers are unwitting “guinea pigs” in the company’s experiments. What potential ethical issues might be factors in certain types of experiments? What principles would you suggest to avoid these pitfalls?2. Design a simple A/B research experiment involving

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Marketing Management 4th Edition Mark Johnston, Greg Marshall - Solutions

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