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marketing strategy
Marketing An Introduction 3rd Edition Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan - Solutions
➤ 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)
how does it work
in the beginning
Could you use the marketing research process to analyse your career opportunities and job possibilities? (Think of yourself as a ‘product’ and employers as potential ‘customers’.)What would your research plan look like?
What specific kinds of research can VisitScotland use to learn more about its customers’preferences and buying behaviours? Sketch out a brief research plan for VisitScotland’s next project.‑
discuss the special issues some marketing researchers face, including public policy and ethics issues‑
explain how companies analyse and distribute marketing information‑
outline the steps in the marketing research process‑
define the marketing information system and discuss its parts‑
explain the importance of information to the company and its understanding of the marketplace‑
Is the marketing environment uncontrollable – something that the company can only prepare for and react to? Or can companies be proactive in changing environmental factors?Think of a good example that makes your point, then read on.‑
How are major demographic forces linked with economic changes? With major cultural trends? How are the natural and technological environments linked? Think of an example of a company that has recognised one of these links and turned it into a marketing opportunity.‑
identify the major trends in the firm’s natural and technological environments‑ explain the key changes in the political and cultural environments‑ discuss how companies can react to the marketing environment‑
explain how changes in the demographic and economic environments affect marketing decisions‑
describe the environmental forces that affect the company’s ability to serve its customers‑
list the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing‑
describe the elements of a customer-driven marketing strategy and mix, and the forces that influence them‑
explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value‑
discuss how to design business portfolios and develop growth strategies‑
explain company-wide strategic planning and its four steps‑
Think of a company for which you are a ‘true friend’. What strategy does this company use to manage its relationship with you?‑
How well does Ford manage its relationships with customers? What CRM strategy does it use? Compare the relationship management strategies of Tesco and Asda.‑
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)
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)
5. What recommendations would you make to Coach?
2. Based on principles from the chapter, explain how price affects customer perceptions of the Coach brand.
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)
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