Questions and Answers of Marketing Management

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
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
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
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
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,
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
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
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
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
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
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
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
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
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
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
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
Experian Marketing Services is a global provider of marketing research. It helps organizations intelligently interact with today’s dynamic, empowered, and hyperconnected consumers. By coordinating
1. Gas and food are obvious choices for the GM Marketplace. What are other types of retailers or brands that could be logically added to the service? What data that cars collect now or could collect
Delivering high-quality service is a top priority at FedEx. The company seeks to offer excellent, consistent service across all communication channels and through the entire customer experience. This
1. What potential methods of segmentation are indicated for alt-milk products? Based on your conclusions, how would you position the products? 2. What do you think about the labeling laws?
1. Visit the website at sogoodsoyou.com to evaluate its relatability to health-conscious consumers. 2. Address SGSY’s attempt to connect with the target market.3. What are the company’s
Choose one smartphone from Samsung and one from Apple and examine each product. How does the product form differ between the two products? How are they the same? Now consider the features of the two
New products and services are at the heart of all businesses. Smart companies have a strategic process for knowing when and how to bring new items to the market. Domino’s Pizza has been very
Assume that Chick-fil-A is interested in engaging you as a marketing expert to help them consider developing a new product tentatively called the “Chick-fil-A Veggie Sandwich.” Like with similar
The “three stripes” logo on all adidas products is an important element of the brand, designed to help consumers identify that the product comes from adidas. Originally, all of the company’s
Being a good neighbor is about more than just being there when things go completely wrong. It’s also about being there for all of life’s moments when things go perfectly right. With a passion for
This video discusses how GPI Procurement Services maintains its customer relationships by having excellent salespeople. Their main focus is communicating, listening, knowing their product, installing
1. What was the issue with Intel’s old branding? Was this just change for change’s sake? Why might it be important for Intel’s future business success to promote a new brand
Exhibit 14.4 presents some of the most common consumer sales promotion approaches. Select any three of the approaches and think of a purchase you have made in response to each. How important was the
Specialized Bicycle Components, Inc. (SBC) caters to the cycling enthusiast. The company uses social media in a variety of ways, seeking to engage riders interested in various aspects of biking. This
1. How should Oreo’s success in social engagement be evaluated? What metrics would be most useful? Consider both the usage-specific metrics that a social media provider might supply as
You are the marketing manager for the Tesla Model 3 and have been tasked with developing an effective social media strategy. Review the discussion of social media and consider the following:a.
Select a specific branded product associated with a company and assume you are the marketing manager in charge of mobile marketing strategy for the product.a. Come up with a simple concept for a
Consider the concept of a landing page and its use in assisting the completion of specific desirable actions as well as its relationship with other forms of digital marketing communication. Identify
Select a B2C company that you are familiar with, along with a product sold by that company. Identify a particular consumer target market. Imagine you have been tasked with developing a paid media
Consider a major purchase you have made recently. Review the AIDA model (Exhibits 13.7 and 13.8) and accompanying discussion.a. Think back on the process that led up to your purchase and
The trend today in both large and small firms is for much of the promotion function to be outsourced.a. Comment on this outsourcing trend. What are the major reasons for the trend? What
Vosges Haut-Chocolat, a luxury chocolate brand, introduced a mid-market brand called Wild Ophelia to appeal to a different customer segment. Unfortunately, dealings with two large retailers
Domino’s needs an efficient supply chain in order to profitably serve pizza to its large customer base. This video explains various aspects of the company’s supply chain operations and
1. RH’s CEO believes that the internet is limited in its ability to facilitate differentiation among retailers. Do you agree? Which retailers do a particularly effective job at
Specialized Bicycle Components, Inc. (SBC) caters to the experienced cyclist. In this video, SBC's brand manager explains the company's segmentation and pricing strategy.1. Review the tactical
1. While many consumers don’t like Uber’s surge pricing, it can’t easily be claimed that it is price-fixing (as it is not coordinated with competitors such as Lyft), price discrimination (as
Review Exhibit 11.3 on price-quality positioning, along with the accompanying discussion.a. Consider the low quality/high price quadrant. Identify a brand (other than the examples in the chapter)
1. Leonard Berry suggests that companies delivering great service as a differentiator may create a sustainable competitive advantage. Using Amazon as an example, what problems might some companies
Review the Gap Model of Service Quality (Exhibit 10.6). Consider each of the five gaps where customer expectations might not be met. Select a firm of your choice and for each potential gap list
1. When founder Richard Branson is no longer at the helm (and in the news), do you believe Virgin will be able to continue its forays into radically different brand extensions? What strategies can
SanDisk is introducing a new line of flash drives to complement its existing products, and you are responsible for creating the package design. What key information and other creative elements would
You have been asked by Coca-Cola’s product manager to present the arguments for and against extending the Coke brand to a new cola drink. What would be the arguments for and against extending the
This video discusses the product development process of GoPro, a company committed to developing products that meet the needs of its customers across the globe. GoPro's very first product was
The NPD process is discussed using a new product that 3M has introduced: the Flag Highlighter.What are some of the top issues 3M should consider in developing the Flag Highlighter?
BMW's key to success is the manner in which they manage their product's life cycle. They are able to keep all of their lines new and competitive in each individual sector. Explanation of BMW's PLC is
1. In what category of the Product Life Cycle is Campbell’s soup products? Can a company’s product be in one stage of the PLC while the industry category is in another?2. Beyond product
You are the marketing manager for Coca-Cola products in the United States. Describe the product line for Coke-branded products and briefly describe how each product differs from the other products in
Choose two comparable phones from Samsung and Microsoft/Nokia and examine each product. How does the product form differ between the two products? How are they the same? Now consider the features of
New Balance is the third largest athletic shoe company in the U.S. Their reputation for creating innovative performance footwear available in multiple widths has helped them achieve a loyal customer
1. Why is the millennial generation, in particular, so important to Amex?2. This case focuses primarily on the battle between Chase and Amex over millennial consumers. But, as the content in this
Go to the Strategic Business Insights (SBI) website ( www.strategicbusinessinsights.com) and click through to the section on VALSTM . Find the VALSTM survey and complete the questionnaire.a. Are the
1. This chapter highlights how marketing efforts are different for B2B and B2C firms. As Nike, and other manufacturers, continue to expand into B2C channels, what are some differences in B2C and B2B
You work for Siemens Power Generations systems and are responsible for the sale of large, expensive ($2 million to $5 million) turbine generators to power utility companies. You have been contacted
You are the marketing manager for Lenovo laptop computers. Identify and briefly discuss the differences between the consumer market for laptops and the business market. Then give an example of each
You are the marketing manager for the Bowflex Revolution Home Gym. You believe the product appeals to both men and women. As you develop the marketing strategy, what differences might you
As we have discussed, understanding the consumers in a target market is critical to creating an effective value proposition. Assume you are the Vice President of Marketing for Regal Cinemas. What do
Most of Best Buy's success is understanding Consumer Behavior. The company has adopted a theory called 'customer centricity' - listening to the customer and putting them at the forefront of the
1. What general and specific types of market data would you need to perform an analysis of the Indian market? Which of these data might be less available in a developing country?2. If you were faced
Select an organization that employs a highly personalized approach to selling products or services to its customers online. Ideally, this is one that you have used in the past so that you are more

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