Marketing Management A Relationship Approach 3rd Edition Svend Hollensen - Solutions

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Develop two research questions, each with two hypotheses, based on the marketing research problem you defined in question 4.
Define a suitable marketing research problem corresponding to the management decision problem that you identified in question 3.
Accenture would like to increase preference and loyalty to its services. Describe the management decision problem.
Formulate three research questions, with one or more hypotheses associated with each.
Present a graphical model describing consumers’ selection of a personal computer brand.
Define an appropriate marketing research problem that corresponds to your definition of the management decision problem.
Define the management decision problem facing Dell as it seeks to maintain and build on its leadership position in the personal computers market.
Conduct an Internet search on Dell and briefly describe the environmental context of the problem surrounding the company.
Form a different group of five or six to discuss the following:“Theoretical research and applied research should not be mixed. Hence, it is wrong to insist that the approach to an applied marketing research problem be grounded in theory.”
We are all aware that the Coca-Cola Company changed its flagship brand of 99 years to New Coke and subsequently returned to the old favorite, Coca-Cola Classic. Working in a group of four, read as much material as you can on this“marketing bungle.” Identify the decision problem Coke management
Form a small group of five or six people to discuss the following statement: “Correct identification and appropriate definition of the marketing research problem are more crucial to the success of a marketing research project than sophisticated research techniques.” Did your group arrive at a
For the problem you have defined, develop an analytical model, research question, and the appropriate hypotheses. Discuss these with the decision maker you visited earlier.
Consider the field trip described in question
Set up an appointment and visit a bookstore, a restaurant, or any business located on or near the university campus.Hold discussions with the decision maker. Can you identify a marketing research problem that could be fruitfully addressed?
You are vice president of marketing for American Airlines and would like to increase your share of the business market. Make a list of relevant objectives for American Airlines. As the DM, what are your personal objectives?
Ask a fellow student to play the role of decision maker (DM)for a local soft drink firm contemplating the introduction of a lemon-lime soft drink. This product would be positioned as a“change of pace” soft drink to be consumed by all soft drink users, including heavy cola drinkers. You act the
Bank of America wants to know how it can increase its market share and has hired you as a consultant. Read the 10-K reports for Bank of America and three competing banks at www.sec.gov/edgar.shtml and analyze the environmental context of the problem.
Visit the Web sites of competing sneaker brands (e.g., Nike, Reebok, New Balance). From an analysis of information available at these sites, determine the factors of the choice criteria used by consumers in selecting a sneaker brand.
Select any firm. Using secondary sources, obtain information on the annual sales of the firm and the industry for the last 10 years. Use a spreadsheet package, such as Excel, or any microcomputer or mainframe statistical package to develop a graphical model relating the firm’s sales to the
You are a consultant to Coca-Cola USA working on a marketing research project for Diet Coke.a. Use the online databases in your library to compile a list of articles related to the Coca-Cola Company, Diet Coke, and the soft drink industry published during the past year.b. Visit the Coca-Cola and
For the first component of the department store project, identify the relevant research questions and develop suitable hypotheses. (Hint: Closely follow the example given in this chapter for the fifth component of the department store project.)
State management decision problems for which the following research problems might provide useful information.a. Estimate the sales and market share of department stores in a certain metropolitan area.b. Determine the design features for a new product that would result in maximum market share.c.
State the research problems for each of the following management decision problems.a. Should a new product be introduced?b. Should an advertising campaign that has run for three years be changed?c. Should the in-store promotion for an existing product line be increased?d. What pricing strategy
Discuss how the marketing management decision action that you recommend to David Mackay is influenced by the research that you suggested earlier and by the findings of that research.
David Mackay is wondering what changes Kellogg’s should make to increase market share. What marketing strategies should be formulated?
Discuss the role of the type of marketing research problem you have identified in enabling David Mackay to increase the sales of Kellogg’s.
Define an appropriate marketing research problem that Kellogg’s needs to address.
What is the management decision problem facing Kellogg’s?
Develop two research questions and two hypotheses corresponding to components 1 to 4 and 6 of the marketing research problem.
Develop an alternative graphical model of how consumers select a department store.
Do you think that the marketing research problem is appropriately defined, given the management decision problem facing Sears? Why or why not?
Develop an appropriate research question and hypothesis.
Develop a graphical model explaining the consumer choice process leading to the patronage of this business or its competitors.
Define the marketing research problem.
Define the management decision problem.
What are the demographic and psychographic characteristics of people who respond to nonprice promotions?
Are nonprice promotions effective in building long-term loyalty?
What is the marginal impact on attendance of additional promotional days?
What is the overall effect of nonprice promotions on attendance?
Are the customers loyal to Harley-Davidson? What is the extent of brand loyalty?
How do customers feel regarding their Harleys? Are all customers motivated by the same appeal?
Can different types of customers be distinguished? Is it possible to segment the market in a meaningful way?
Who are the customers? What are their demographic and psychographic characteristics?
Visit www.burke.com and write a report about the various marketing research services offered.
What is Burke’s view of the role of marketing research?
Interview someone who works in the marketing research department of a major corporation. What is this person’s opinion about career opportunities available in marketing research? Write a report of your interview.
Interview someone who works for a marketing research supplier. What is this person’s opinion about career opportunities in marketing research? Write a report of your interview.
Using your local newspaper and national newspapers such as USA Today, the Wall Street Journal, or the New York Times, compile a list of career opportunities in marketing research.
Would you like to pursue a marketing research career with Dell? Explain.
What problem-solving research should Dell undertake?
What problem-identification research should Dell undertake?
Discuss the role that marketing research can play in helping Dell maintain and build on its leadership position in the personal computers market.
Select one or two students to be project coordinators.
Explain how the teams will be evaluated.
Develop a project schedule clearly specifying the deadlines for the different steps.
Organize the class. This may require forming project teams.The entire class could be working on the same project with each team working on all aspects of the project or assign each team a specific responsibility, for example, a specific component of the problem or a specific aspect of the project,
Explain how the project results will help the client make specific marketing decisions.
Discuss the marketing organization and operations of the client.
Compile background information on the client organization.
Discuss how the marketing management decision action that you recommend to Marcello Bottoli is influenced by the research that you suggested earlier and by the findings of that research.
How should Marcello Bottoli build an aggressive marketing strategy?
Discuss the role of the type of research you recommend in enabling Marcello Bottoli to increase Samsonite’s market share.
What type of marketing research should Samsonite undertake to successfully introduce new products and increase market share?
What type of marketing research would be needed to help Sears decide whether it should aggressively expand in rural areas in the United States?
What role can marketing research play in helping Sears address these marketing opportunities and problems?
What are the marketing opportunities and problems confronting Sears?
Explain the role of marketing research in decision support systems in providing data, marketing models, and specialized software.
Define marketing research and distinguish between problem identification and problem-solving research.
Discuss the implications of Web 2.0 for marketing research and marketing planning.
In forecasting sales in international markets, to what extent can the past be used to predict the future?
Distinguish between internal and external validity. What are the implications of external validity for international marketers?
Identify and classify the major groups of factors that must be taken into account when conducting a foreign market assessment.
What are the dangers of translating questionnaires that have been designed for one country for use in a multi-country study? How would you avoid these dangers?
What are some of the problems that a global marketing manager can expect to encounter when creating a centralised marketing information system? How can these problems be solved?
Explore the reasons for using a marketing information system in the international market. What are the main types of information you would expect to use?
Are the data internally consistent and logical in the light of known data sources or market factors?
How was the data collected (methodology)?
For what purpose was the data collected?
Who collected the data? Would there be any reason for purposely misrepresenting the facts?
understand the growing role of social networks and other online communities(Web 2.0 as sources of information)
understand the relevance of the Web as an important data source in global marketing research
link global market research to the decision-making process
explain the importance of having a carefully designed international information system
explain the main contents of a B2B customer file
explain the concepts of data warehouses and data mining
To what general criteria should ‘good’ marketing objectives conform?
Discuss the problems involved in setting up and implementing a marketing control system.
Discuss the benefits gained by adopting a matrix organisational structure.
What is meant by performance indicators? What are they? Why does a firm need them?
Why is it important to consider customer lifetime value (CLTV)?
Why is customer profitability sometimes a better unit of measurement than market profitability?
What can Sony Music Entertainment do to reduce the level of digital piracy of their music?
What are the pros and cons for Sony Music Entertainment and Pink making all Pink’s music available on an online music service like Spotify?
How would you control your budgets? What key figures would you monitor?
What do you think of the change in Sony Music Entertainment’s organisational structure, from a geographical structure to an artist-driven organisation?
understand the growing role of social networks and other online communities(Web 2.0 as sources of information)
understand the relevance of the Web as an important data source in global marketing research
link global market research to the decision-making process
explain the importance of having a carefully designed international information system
explain the main contents of a B2B customer file

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Marketing Management A Relationship Approach 3rd Edition Svend Hollensen - Solutions

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