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Marketing An Introduction 3rd Edition Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan - Solutions
14-1 List and briefly describe the five major promotion mix tools. (AACSB: Communication)
Socially responsible marketing communication(pp. 424–425)
➤ OBJECTIVE 4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.Setting the total promotion budget and mix(pp. 420–424)
A view of the communication process (pp. 412–414)Steps in developing effective marketing communication pp. 414–420)
➤ Objective 3 Outline the communication process and the steps in developing effective marketing communications.
➤ Objective 2 Discuss the changing communications landscape and the need for integrated marketing communications.Integrated marketing communications (pp. 409–412)
➤ Objective 1 Define the five promotion mix tools for communicating customer value.The promotion mix (pp. 408–409)
4. What recommendations would you make to Auchan’s management for the future of their global business?
3. What are Auchan’s long-term prospects and what threats does the company face in its dependence on emerging markets?
2. As a retail brand, assess the Auchan retail strategy with respect to segmentation, targeting, differentiation and positioning.
1. Describe Auchan according to the different types of retailers discussed in this chapter.
13-14 If this company’s stockturn rate was 3.5 last year, is the stockturn rate calculated above better or worse?Explain. (AACSB: Communication; Reflective thinking)
13-13 Refer to Appendix 2: Marketing by the numbers, and determine the stockturn rate of a retailer carrying an average inventory at cost of €350,000, with a cost of goods sold of €800,000. (AACSB: Communication;Analytical reasoning)
13-12 Discuss the impact the Marketplace Fairness Act will have on small retailers in the US. Is it fair that small retailers should have to collect sales taxes on online sales to customers outside of their state? (AACSB: Communication; Ethical reasoning;Reflective thinking)
13-11 Why did Amazon change its position regarding online sales taxes and why does it now support the Marketplace Fairness Act? (AACSB: Communication; Reflective thinking)
13-10 Create a presentation to give to local retailers in your locality explaining how they can effectively use online, mobile and social media marketing to engage customers and enhance their business. (AACSB: Communication;Reflective thinking)
13-9 Find an example of a local retailer in your country or locality that uses online, mobile and social media marketing.Interview the owner of the store or restaurant and ask about the challenges and successes they’ve experienced when implementing this strategy. (AACSB:Communication; Use of IT;
13-8 The majority of shoppers agree that online reviews can be very helpful. However, some online reviews are fake.Research this issue and write a report on how to spot fake online reviews and the steps retailers take to minimise fake reviews. (AACSB: Communication; Use of IT;Reflective thinking)
13-7 Deciding on a target market and positioning for a retail store are very important marketing decisions.In a small group, develop the concept for a new retail store. What is the target market for your store? How is your store positioned? What retail atmospherics will enhance this positioning
13-6 Visit a local shopping centre where you are and evaluate five stores. What type of retailer is each of these stores? What is the target market for each? How is each store positioned? Do the retail atmospherics of each store enhance this positioning effectively to attract and satisfy the target
13-5 Compare and contrast brokers and agents with merchant wholesalers. (AACSB: Communication; Reflective thinking)Critical-thinking exercises
13-4 Explain how wholesalers add value in the channel of distribution. (AACSB: Communication)
13-3 Name and describe the types of corporate or contractual organisation of retail stores and the advantages of each. (AACSB: Communication)
13-2 Define the concept of shopper marketing and explain why it has grown in prominence. (AACSB:Communication)
13-1 Explain how retailers can be classified based on the amount of service offered and give an example of each retailer type. (AACSB: Communication; Reflective thinking)
➤ O bjective 4 E xplain the major types of wholesalers and their marketing decisions.Wholesaling (pp. 393–397)
➤ O bjective 3 D iscuss the major trends and developments in retailing.Retailing trends and developments (pp. 386–392)
➤ O bjective 2 D escribe the major retailer marketing decisions.Retailer marketing decisions (pp. 381–386)
➤ O bjective 1 E xplain the role of retailers in the distribution channel and describe the major types of retailers.Retailing (pp. 375–381)
5. Consider what other types of channel partnering may revolutionise conventional channels in other markets.
4. How can competitors respond effectively to the P&G/Amazon partnership with new channels of their own?
3. Are there any potential risks and disadvantages to a close cooperative partnership of this kind — from the points of view of the partners and the consumer? List them and discuss how serious they are.
2. What potentials are there for disagreements between the partners which could undermine the partnership system?For example, as P&G expands its own online operation, are there potential conflicts with Amazon on the way?
1. What are the advantages of a channel partnership like that between P&G and Amazon from the points of view of the partners and the consumer?
12-10 What other industries’ channels of distribution have been impacted dramatically by online, mobile and social media? (AACSB: Communication; Reflective thinking)
12-9 Visit a self-publishing site such as Amazon’s Kindle Direct (https://kdp.amazon.com/) and create a presentation to give to aspiring authors about distributing their works this way. (AACSB: Communication; Use of IT;Reflective thinking)
12-8 The term last mile is often used in the telecommunications industry. Research what is going on in this industry and how the last mile has evolved in recent years, then predict where it is heading in the future. What companies are major players in the last mile and how does the concept of net
12-7 The most common type of contractual vertical marketing system is the franchise organisation. Visit the International Franchise Association at www.franchise.org/and find a franchise that interests you. Write a report describing the franchise. Identify what type of franchise it represents and
12-6 Distribution channel concerns for pharmaceutical drugs — especially the problem of counterfeit drugs —can be a matter of life and death. There have been moves in some parts of the world to require the keeping of a record of the chain of custody (‘pedigree’)from manufacturer through
➤ Objective 5 Discuss the nature and importance of marketing logistics and integrated supply chain management.Marketing logistics and supply chain management(pp. 358–365)
➤ Objective 4 Explain how companies select, motivate and evaluate channel members.Channel management decisions (pp. 356–357)Public policy and distribution decisions (pp. 357–358)
➤ Objective 3 Identify the major channel alternatives open to a company.Channel design decisions (pp. 351–356)
➤ Objective 2 Discuss how channel members interact and how they organise to perform the work of the channel.Channel behaviour and organisation (pp. 345–351)
➤ Objective 1 Explain why companies use marketing channels and discuss the functions these channels perform.Supply chains and the value delivery network(pp. 340–341)The nature and importance of marketing channels(pp. 341–345)
4. Will the plan proposed by current Coach leadership be successful in reversing the brand’s slide in market share? Why or why not?
1. What challenges does Coach face relative to pricing its vast product line?
11-14 Determine by how much sales can drop and let the company still maintain the total contribution it had when the contribution margin was 40 per cent. (AACSB:Communication; Analytic reasoning)
11-13 If the company’s original contribution margin was 40 per cent, calculate the new contribution margin if price is increased 10 per cent. Refer to Appendix 2: Marketing by the numbers, paying attention to endnote 6 on the price change explanation in which the analysis is done by setting price
11-12 What factors account for the variation in airfares?Should airlines be permitted to get as much as they can for a seat? (AACSB: Communication; Reflective thinking)
11-10 Research ways in which marketers protect against the consequences of online pricing errors and write a brief report summarising what you learn. (AACSB: Communication;Reflective thinking)
11-9 Find two other examples of online pricing mistakes.How did the companies handle the problems resulting from the pricing errors? (AACSB: Communication;Reflective thinking)
9-ending pricing? Why do marketers use this pricing tactic? (AACSB: Communication; Reflective thinking
11-8 One psychological pricing tactic is ‘just-below’ pricing.It is also called ‘9-ending’ pricing because prices usually end in the number 9 (or 99). In a small group, have each member select five different products and visit a store to learn the price of those items. Is there a variation
11-7 Identify three online price-comparison shopping sites or apps and shop for a product you are interested in purchasing. Compare the price ranges given at the three sites. Based on your search, determine a ‘fair’ price for the product. (AACSB: Communication; Use of IT; Reflective thinking)
You know that you cannot absorb this increase and that you must pass it on to your customers. However, you are concerned about the consequences of an open price increase. Discuss three alternative price-increase strategies that address these concerns. (AACSB: Communication;Reflective thinking)
11-6 You are an owner of a small independent chain of coffee houses competing head-to-head with Costa Coffee. The retail price your customers pay for coffee is exactly the same as at Costa Coffee. The wholesale price you pay for roasted coffee beans has increased by 25 per cent.
11-5 Briefly discuss the major policy issues across levels of the channel of distribution. (AACSB: Communication)Critical-thinking exercises
11-4 Should a company always respond to a competitor’s price cut, and what options are available if it does decide to respond? (AACSB: Communication)
11-3 What is dynamic pricing? Why is it especially prevalent online? Is it legal? (AACSB: Communication)
11-2 Define captive-product pricing and give examples. What must marketers be concerned about when implementing this type of pricing? (AACSB: Communication)
11-1 Compare and contrast market-skimming and market penetration pricing strategies and discuss the conditions under which each is appropriate. For each strategy, give an example of a recently introduced product that used that pricing strategy. (AACSB: Communication; Reflective thinking)
Objective 5 Overview the social and legal issues that affect pricing decisions.Public policy and pricing (pp. 328–330)
Objective 4 Discuss the key issues related to initiating and responding to price changes.Price changes (pp. 325–328)
Objective 3 Discuss how companies adjust their prices to take into account different types of customers and situations.Price adjustment strategies (pp. 318–324)
Objective 2 Explain how companies find a set of prices that maximises the profits from the total product mix.Product mix pricing strategies (pp. 315–317)
Objective 1 Describe the major strategies for pricing new products.New product pricing strategies (pp. 314–315)
4. Is Cath Kidston’s pricing strategy sustainable? Explain.
3. Could Cath Kidston have been successful as a designfocused product marketer had it employed a low-price strategy? Explain.
2. Has Cath Kidston executed value-based pricing, cost-based pricing or competition-based pricing? Explain.
1. Does Cath Kidston’s pricing strategy truly differentiate it from the competition?
10-14 If the unit variable cost for each computer is €350 and the manufacturer has fixed costs totalling €2 million, how many computers must this manufacturer sell to break even? How many must it sell to realise a profit of €50 million? (AACSB: Communication; Analytical reasoning)
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)
Communication; Reflective thinking)
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)
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