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Marketing An Introduction 3rd Edition Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan - Solutions
Reflective thinking; Ethical reasoning)10-13 A consumer purchases a computer for €800 from a retailer. If the retailer’s mark-up is 30 per cent and the wholesaler’s mark-up is 10 per cent, both based on their respective selling prices, at what price does the manufacturer sell the product to
10-12 Is this similar to the ‘freemium’ model used by many US game producers? Explain this model and discuss examples of games that use this model. (AACSB: Communication;
10-11 Is it ethical for game producers to use game playing data to encourage consumers to spend more? Explain why or why not. (AACSB: Communication; Ethical reasoning)
10-10 Camel is not the only Amazon tracking or online price tracking application. Find and describe an example of another online price tracking tool for consumers.(AACSB: Communication; Use of IT)
10-9 Go to http://us.camelcamelcamel.com/ and set up a free account. Track ten products that interest you. Did any of the products reach your desired price? Write a report on the usefulness of this type of app for consumers.(AACSB: Communication; Use of IT)
10-6 If you’ve ever travelled to another country, such as Germany, you may have noticed that the price on a product is the total amount you actually pay when you check out. That is, no sales tax is added to the purchase price at the checkout as it is in the United States. That is because many
10-8 What is the Consumer Price Index (CPI)? Select one of the reports available at www.bls.gov/cpi/home.htm and create a presentation on price changes over the past two years. Discuss reasons for that change. (AACSB: Communication;Use of IT; Reflective thinking)
10-5 What other issues beyond the market and the economy must marketers consider when setting prices? (AACSB:Communication)
10-4 Name and describe the four types of markets recognised by economists and discuss the pricing challenges posed by each. (AACSB: Communication)
10-3 What is target costing and how is it different from the usual process of setting prices? (AACSB: Communication)
10-2 Name and describe the types of costs marketers must consider when setting prices. Describe the types of costbased pricing and the methods of implementing each.(AACSB: Communication)
10-1 How does value-based pricing differ from cost-based pricing? (AACSB: Communication)
5. Can Reckitt extend its position in emerging markets. If so, how can this be achieved?
4. Will Reckitt be able to maintain its market position in so many areas when strong competitors enter with their own niche products? Why or why not?
3. Based on the product life cycle, what challenges does Reckitt face in managing its brand portfolio? Are the challenges for Mr Kapoor different to those faced earlier by Mr Brecht? In what ways?
2. Is Reckitt’s product development customer-centred?Systematic?Justify and explain your answer.
1. How has Reckitt been able to achieve leadership positions in so many different areas?
9-13 What other factors must a dentist consider before offering this service in addition to their in-office service?(AACSB: Communication; Reflective thinking)
9-12 What types of fixed costs are associated with this service?Estimate the total fixed costs for this additional service, and, assuming a contribution margin of 40 per cent, determine the amount of sales necessary to break even on this increase in fixed costs to offer this additional service.
9-10 Discuss the ethical issues surrounding orphan drugs.Should pharmaceutical companies be allowed to charge such high prices for these drugs? (AACSB: Communication;Ethical reasoning)
9-9 Discuss other existing products that have created new life for the product by embracing Internet, mobile or social media platforms. Suggest an app for another tangible
9-8 In what stage of the product life cycle is the Reading Rainbow television programme? Has the mobile app changed that? Explain. (AACSB: Communication; Reflective thinking)
9-7 The ‘Internet of Things’ — a term that refers to everyday objects being connected to the Internet — is growing.Thermostats, ovens, cars, toothbrushes, and even baby clothes are connecting to the Internet.
9-6 Find an example of a company that launched a new consumer product within the last five years. Develop a presentation showing how the company implemented the 4 Ps in launching the product and report on the product’s success since the launch. (AACSB: Communication;Reflective thinking)
9-5 It appears that the sky is the limit regarding ideas for smartphone/tablet apps. In a small group, create an idea for new apps related to (1) business, (2) health, (3) education,(4) sports and (5) shopping. (AACSB: Communication;Use of IT; Reflective thinking)
9-4 Name and define the stages of the product life cycle.Do all products follow this pattern? Explain. (AACSB:Communication; Reflective thinking)
9-3 What are the benefits of an innovation management system and how can a company install such a system?(AACSB: Communication)
9-2 What decisions must be made once a company decides to go ahead with commercialisation for a new product?(AACSB: Communication)
9-1 What activities are performed in the marketing strategy development step of the new product development process? What is required in a good marketing strategy statement? (AACSB: Communication; Reflective thinking)
1. What do you think that the John Lewis brand means to consumers?Is this brand a strength or a weakness as the company moves forward?
8-13 What brand development strategy is Kellogg’s undertaking?(AACSB: Communication; Reflective thinking)
8-14 Assume the company expects to sell 5 million packages of Pop-Tarts Gone Nutty! in the first year after introduction globally, but expects that 80 per cent of those sales will come from buyers who would normally purchase existing Pop-Tart flavours (that is, they will be cannibalised
8-10 Discuss two examples of similar types of wearable technology for humans. (AACSB: Communication; Reflective thinking)
8-9 Describe the core, actual and augmented levels of product associated with this product. What level does the monitoring service represent? Explain. (AACSB: Communication;Reflective thinking)
8-8 Find five examples of service-provider attempts to reduce service intangibility. Describe them. (AACSB:Communication; Reflective thinking)
8-7 A product’s package must satisfy many criteria, such as sustainability, convenience, safety, efficiency, functionality and marketing. Research ‘packaging awards’ and develop a presentation analysing an award-winning product packaging effort. Describe the organisation hosting the award
8-6 In many countries, regulators are requiring improvements to the standard nutrition labels on food items. In a small group, research the nutrition labelling requirements and likely changes in a country of your choice and create a report explaining them. Include history on nutrition labels in
8-5 Discuss how service providers differentiate their services from those of competitors and provide an example of each. (AACSB: Communication)
8-4 What is a brand? Describe the brand sponsorship options available to marketers and provide an example of each. (AACSB: Communication)
8-3 Explain the importance of product quality and discuss how marketers use quality to create customer value.(AACSB: Communication)
8-2 Name and briefly describe the important decisions in developing and marketing individual products and services.(AACSB: Communication)
8-1 What is a product? How do consumer products differ from industrial products? (AACSB: Communication;Reflective thinking)
Use of IT; Analytical reasoning)
7-14 Using the chain ratio method described in Appendix 2:Marketing by the numbers, estimate the market potential in the military (active duty and veterans) market in the USA. Could this model be used in other countries —using the same approach, estimate the market potential in some of those
7-13 Discuss the factors used to evaluate the usefulness of the military personnel segment. (AACSB: Communication;Reflective thinking)
7-12 Give an example of a company that is countering this trend by offering more realistic dolls for young girls.(AACSB: Communication; Reflective thinking)
7-10 Can manufacturers use SoLoMo? Find examples of or make suggestions as to how manufacturers can use this type of targeting. (AACSB: Communication; Reflective thinking)
7-9 Search the Internet to find examples of retailers using SoLoMo and similar new technologies to target and engage potential customers, or describe your personal experience as a shopper in this type of retail technology environment. (AACSB: Communication; Use of IT; Reflective thinking)
7-6 Advertisers use market segmentation when promoting products to consumers. For each major consumer segmention variable, find an example of a print ad that appears to be based on that variable. For each ad, identify the target market and explain why you think the advertiser is using the
show. What competitive advantage does the show have over existing shows? How many and which differences would you promote? (AACSB: Communication;Reflective thinking)
7-8 Form a small group and create an idea for a new reality television show. Using the approach provided in the chapter, develop a positioning statement for this television
7-5 Discuss the criteria that should be evaluated in determining which differences a company should promote in its products. (AACSB: Communication)
7-4 Explain how a company differentiates its products from competitors’ products. (AACSB: Communication)
7-3 Explain how companies segment international markets.(AACSB: Communication)
7-2 Compare and contrast consumer and business market segmentation. (AACSB: Communication)
7-1 Name and describe the four major steps in designing a customer-driven marketing strategy. (AACSB:Communication)
4. How can the Industrial Internet potentially benefit B-to-C markets and customers? What impact might it have and in what ways?
3. B-to-B marketers at GE used the creative concept of Datalandia to promote the potential benefits of the Industrial Internet. What approach to marketing the Industrial Internet would you take to a variety of B-to-B stakeholders such as customers, the business media and government accounts?
2. Business buyers focus on benefits (e.g. cost savings through equipment efficiency) rather than features (e.g. the colour of a piece of equipment). What are the potential benefits of the Industrial Internet for business buyers?
1. What are the specific benefits of the Industrial Internet for each member of the buying centre? What is the key message that needs to be communicated to each member?
6-15 If each sales rep earns a salary of €60,000 per year, what sales are necessary to break even on the sales force costs if the company has a contribution margin of 40 per cent?What effect will adding each additional sales representative have on the break-even sales? (AACSB:
6-14 Refer to Appendix 2: Marketing by the numbers to determine the number of salespeople a company needs if it has 3,000 customers who need to be called on ten times per year. Each sales call lasts approximately 2.5 hours, and each sales rep has approximately 1,250 hours per year to devote to
6-9 Research mobile procurement and discuss the roles in the buying centre that are impacted most by this technology.(AACSB: Communication; Reflective thinking)
6-8 Discuss the advantages of e-procurement to both buyers and sellers. What are the disadvantages? (AACSB: Communication;Reflective thinking)
6-13 How would other company employees interpret your acceptance of this invitation?
6-12 Do you think the supplier will expect ‘special’ treatment in the next buying situation?
6-11 Just because it is not specifically mentioned in the employee manual, would you be acting ethically if you accepted?
6-10 Do you accept or decline the invitation?
6-6 Kaizen. Seiri. Seiton. Seiso. Seiketsu. Shitsako. Jishuken .These Japanese words are related to continuous quality improvement and are applied in supplier development programmes, particularly Toyota’s. Research Toyota’s Production System (TPS) and describe how these concepts are applied in
6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions. (AACSB: Communication)
6-4 List the steps for a typical new task buying process.What is product value analysis and in which step of the buying process does it occur? (AACSB: Communication;Reflective thinking)
6-3 Discuss the major influences on business buyers.(AACSB: Communication)
6-2 Explain what is meant by systems selling and discuss why it is a preferred approach to buying for many organisations. (AACSB: Communication; Reflective thinking)
6-1 Explain how the market structure and demand differ for business markets compared to consumer markets.(AACSB: Communication; Reflective thinking)
➤ Objective 4 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.Institutional and government markets (pp. 180–182)
➤ Objective 3 List and define the steps in the business buying decision process.The business buying process (pp. 176–179)E-procurement and online purchasing (pp. 179–180)
➤ Objective 2 Identify the major factors that influence business buyer behaviour.Business buyer behaviour (pp. 172–176)
➤ Objective 1 Define the business market and explain how business markets differ from consumer markets.Business markets (pp. 170–172)
5. What role does the Porsche brand play in the self-concept of its buyers?
4. Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?
3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s?
2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer.
1. Analyse the buyer decision process of a traditional Porsche customer.
5-9 Summarise the FTC’s disclosure rules on using social media to promote products and services. Does the blogger you reviewed in the previous question follow these rules? Explain. (AACSB: Communication; Reflective thinking)
5-8 Find an example of a blog on a topic that interests you.Are there advertisements on the blog? Does the blogger appear to be sponsored by any companies? Is there information regarding sponsorship? Write a brief report of your observations. (AACSB: Use of IT; Communication;Reflective thinking)
14-13 Determine the advertising-to-sales ratios for two competing companies and compare them to the industry advertising-to-sales ratio found above. Why do you think there is a difference between competitors and the industry average? (AACSB: Communication; Use of IT;Analytical reasoning; Reflective
14-12 Find industry advertising-to-sales ratio data. Why do some industries have higher advertising-to-sales ratios than others? (AACSB: Communication; Use of IT; Reflective thinking)
14-11 Find other examples of marketers creating controversy by promoting culture-based products that could be viewed as inappropriate by others outside of that culture. (AACSB: Communication; Reflective thinking)Marketing by the numbers:advertising-to-sales ratios Using the percentage-of-sales
14-10 Since lighter skin and skin whitening are popular in Thailand, is it wrong for marketers to offer and promote products that encourage this belief and behaviour? Explain why or why not. (AACSB: Communication;Reflective thinking; Ethical reasoning)
A Unilever brand in Thailand ran into some problems with one of its promotion campaigns, the ‘Citra 3D brightening girls search’. Citra Pearly White UV Body Lotion is marketed as a skin-whitening product. Skin whitening is popular in many Asian countries because lighter skin colour is
14-9 Debate whether or not current regulations and guidelines regarding online advertising are adequate for this 428 PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX type of promotion. Is it likely that the regulators will issue new guidelines or regulations? (AACSB:
14-8 Find examples of native advertising on various publishers’websites. Create a presentation with screen shots showing the content and how it is identified. Has the content been shared with others via social media?(AACSB: Communication; Use of IT)
Marketers have always advertised in traditional media such as newspapers, television and magazines, but today they are increasingly creating content for the online platforms of these media through native advertising , also called sponsored content.This form of promotion is not new. It dates back to
14-7 Find three examples of advertisements that incorporate socially responsible marketing in the message. Some companies are criticised for exploiting social issues or organisations by promoting them for their own gain. Do the examples you found do that? Explain. (AACSB: Communication;Ethical
14-6 Marketers use Q Scores to determine a celebrity’s appeal to his or her target audience. Research Q Scores and write a report of a celebrity’s Q Score for the past several years. If the score changed considerably, what could be the reason? What other types of Q Scores are there besides
Communication; Use of IT; Reflective thinking)
14-5 In a small group, select a company and research its marketing communications activities for the past several years.Has the company changed its advertising campaign in that time? Has the type of appeal remained the same or has it changed? Create a presentation of your findings. (AACSB:
14- 4 Name and describe the two basic promotion mix strategies.In which strategy is advertising more important?(AACSB: Communication; Reflective thinking)
14-3 Name and briefly describe the nine elements of the communications process. Why do marketers need to understand these elements? (AACSB: Communication;Reflective thinking)
14-2 Why is there a need for integrated marketing communications and how do marketers go about implementing it? (AACSB: Communication; Reflective thinking)
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