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marketing strategy planning
Marketing 17th Edition William M. Pride - Solutions
What is a marketing information system, and what should it provide?
Describe some marketing problems that could be solved through information gained from observation.
If a survey of all homes with listed telephone numbers is to be conducted, what sampling design should be used?
Suggest some ways to encourage respondents to cooperate in mail surveys.
What is the difference between probability sampling and nonprobability sampling? In what situation would random sampling be best? Stratifi ed sampling? Quota sampling?
Where are data for marketing research obtained? Give examples of internal and external data.
Describe the different types of approaches to marketing research, and indicate when each should be used.
What is the difference between defi ning a research problem and developing a hypothesis?
Describe the fi ve steps in the marketing research process.
What is marketing research? Why is it important?
Over time, Timberland plans to add labels to show how eco-friendly each of its products really is. What are the marketing advantages and disadvantages of this move?
How does Timberland’s reputation for social responsibility serve as a strength when consumers are turning away from showy, expensive products?
What kinds of ethical issues does Timberland face in its marketing? What is the company doing to address these issues?
What forces in the marketing environment appear to pose the greatest challenges to Timberland’s marketing performance? Explain.
How do solid community relations help Barrett-Jackson succeed?
In what ways does Barrett-Jackson protect the rights of its buyers and sellers?
Why is ethical behavior so important for an auction company such as Barrett-Jackson?
How does TOMS’ business model relate to the understanding of stakeholders and strategic philanthropy?
How does TOMS manage its supply chain in order to ensure ethical and socially responsible conduct?
Do you think TOMS is successful because of its unique products, or is it the fi rm’s approach to social responsibility?
Using Table 4.3, identify additional issues related to your product for each of the 4Ps.
Referring to Table 4.2 as a guide, discuss how the negative impact of your product’s production and use could be minimized.
Determine the level of importance that marketing citizenship holds in your company. Identify the various stakeholders who would be affected by your strategic decisions.
Peruse the “BSR Conference” link, located at the top of the home page. What are some advantages to attending the BSR conference and listening to industry leaders and experts in corporate social responsibility?
Describe the services available to member companies.How can these services help companies improve their performances?
What types of businesses join BSR, and why?
Socially responsible organizations strive for marketing citizenship by adopting a strategic focus for fulfi lling the economic, legal, ethical, and philanthropic social responsibilities that their stakeholders expect of them. So how would you rate real-world companies on social responsibility?
Consumers interact with many businesses daily and weekly. Not only do companies in an industry acquire a reputation for being ethical or unethical, entire industries also become known as ethical or unethical. Identify two types of businesses with which you or others you know have had the most confl
Suppose that in your job you face situations that require you to make decisions about what is right or wrong and then act on these decisions. Describe such a situation.Without disclosing your actual decision, explain what you based it on. What and whom did you think of when you were considering
If you had to conduct a social audit of your organization’s ethics and social responsibility, what information would most interest you? What key stakeholders would you want to communicate with? How could such an audit assist the company in improving its ethics and social responsibility?
Some organizations promote their social responsibility.These companies often claim that being ethical is good business and that it pays to be a “good corporate citizen.”Identify an organization in your community that has a reputation for being ethical and socially responsible.What activities
What evidence exists that being socially responsible and ethical is worthwhile?
What trade-offs might a company have to make to be socially responsible and responsive to society’s demands?
How can people with different personal values work together to make ethical decisions in organizations?
How can the ethical decisions involved in marketing be improved?
Give an example of how ethical issues can affect each component of the marketing mix.
What ethical confl icts may exist if business employees fl y on certain airlines just to receive benefi ts for their personal frequent-fl yer programs?
How do the factors that infl uence ethical or unethical decisions interact?
Why is ethics an important consideration in marketing decisions?
What is the difference between ethics and social responsibility?
What are some major social responsibility issues? Give an example of each.
What is strategic philanthropy? How does it differ from more traditional philanthropic efforts?
What are four dimensions of social responsibility? What impact do they have on marketing decisions?
What are stakeholders? What role do they play in strategic marketing decisions?
What is social responsibility? Why is it important?
How will changes in sociocultural forces provide opportunities for Whole Foods in the future?
How does the company adjust to changes in economic conditions?
How has Whole Foods been successful in the highly competitive supermarket industry?
Which elements of the marketing mix are key to Preserve in dealing with competition?
What environmental forces will be most important to understand for Preserve to be successful?
Describe the target market for Preserve products.
Discuss how your product could be affected by changes in social attitudes, demographic characteristics, or lifestyles.
Conduct a brief technology assessment, determining the impact that technology has on your product, its sale, or its use.
Referring to Tables 3.2 and 3.3, do you recognize any laws or regulatory agencies that would have jurisdiction over your type of product?
Using the business cycle pattern, in which of the four stages is the current state of the economy? Can you iden tify any changes in consumer buying power that would affect the sale and use of your product?
Describe the current competitive market for your product. Can you identify the number of brands or market share they hold? Expand your analysis to include other products that are similar or could be substituted for yours.
How could the FTC’s website assist a company in avoiding misconduct?
Examine the sections entitled Newsroom and Formal Actions.Describe three recent incidents of illegal or inappropriate marketing activities and the FTC’s response to those actions.
Based on information on the website, describe the FTC’s impact on marketing.
Competitive forces are very important to companies, particularly those that operate in many different countries. However, the importance of each competitive force might vary depending upon the industry. For instance, legal and regulatory forces limit many of the activities of cigarette fi rms.
Technological advances and sociocultural forces have a great impact on marketers. Identify at least one technological advance and one sociocultural change that has affected you as a consumer. Explain the impact of each change on your needs as a customer.
For each of the following products, identify brand competitors, product competitors, generic competitors, and total budget competitors.a. Chevrolet Tahoeb. Levi’s jeansc. Travelocity
Assume you are opening one of the following retail stores. Identify publications at the library or online that provide information about the environmental forces likely to affect the store. Briefl y summarize the information each source provides.a. Convenience storeb. Women’s clothing storec.
Describe consumerism. Analyze some active consumer forces in your area.
In what ways are cultural values changing? How are marketers responding to these changes?
What evidence exists that cultural diversity is increasing in the United States?
What factors determine whether a business organization adopts and uses technology?
Discuss the impact of technology on marketing activities.
What does the term technology mean to you? Do the benefi ts of technology outweigh its costs and potential dangers? Defend your answer.
Name several nongovernmental regulatory forces. Do you believe self-regulation is more or less effective than governmental regulatory agencies? Why?
What are the goals of the Federal Trade Commission?List the ways in which the FTC affects marketing activi ties. Do you think a single regulatory agency should have such broad jurisdiction over so many marketing practices?Why or why not?
What types of problems do marketers experience as they interpret legislation?
Describe marketers’ attempts to infl uence political forces.
What factors infl uence a buyer’s willingness to spend?
How do wealth and consumer credit affect consumer buying power?
Defi ne income, disposable income, and discretionary income. How does each type of income affect consumer buying power?
What business cycle stage are we experiencing currently?How is this stage affecting business fi rms in your area?
In what ways can each of the business cycle stages affect consumers’ reactions to marketing strategies?
What are the four types of competition? Which is most important to marketers?
Why are environmental scanning and analysis important to marketers?
What will Apple need to do to maintain product innovation and customer loyalty?
Describe the role of Apple stores as an important part of its marketing strategy.
How has Apple implemented the marketing concept?
How can Ford use performance evaluation to stay on course toward the goals it seeks to achieve?
What are Ford’s core competencies, and how is the company using these in its “One Ford” program?
What is Ford’s corporate strategy? Describe Ford’s marketing strategies. How should Ford alter its corporate and marketing strategies?
What elements of the marketing mix could White Rock change to improve its marketing strategy?
What do you think White Rock should do to gain competitive advantage?
How would you describe White Rock’s strengths, weaknesses, opportunities, and threats?
Using the information from your SWOT analysis, have you identifi ed any opportunities that are a good match with your company’s core competencies? Likewise, have you discovered any weaknesses that could be converted to strengths through careful marketing planning?
Conduct a SWOT analysis of your company to identify its strengths and weaknesses. Continue your analysis to include the business environment, discovering any opportunities that exist or threats that may impact your company.
Can you identify the core competencies of your company? Do they currently contribute to a competitive advantage? If not, what changes could your company make to establish a competitive advantage?
Assess the quality and effectiveness of Sony’s website.Specifi cally, perform a preliminary SWOT analysis comparing Sony’s website with other high-quality websites you have visited.
Based on your existing knowledge of Sony as an innovative leader in the consumer electronics industry, describe the company’s primary competitive advantage (i.e., what makes Sony strategically unique?). How does Sony’s website support this competitive advantage?
Based on the information provided on the website, describe Sony’s SBUs. Does Sony have SBUs that are divisions, product lines, or some other profi t-center structure within the parent company Sony?
After reading the case of Ford Motor Company, it should be apparent that the fi rm has major strengths and weaknesses in its operations. Additionally, as the external environment for the automobile industry continues to change, Ford is facing a number of new challenges and opportunities that it
Marketing units may be organized according to functions, products, regions, or types of customers. Describe how you would organize the marketing units for the following:a. A toothpaste with whitener; a toothpaste with sensitivity protection; a toothpaste with cinnamon fl avorb. A national line
Amazon.com identifi ed an opportunity to capitalize on a desire of many consumers to shop at home. This strategic window gave Amazon.com a very competitive position in a new market. Consider the opportunities that may be present in your city or your region. Identify a strategic window, and discuss
Assume you own a new, family-style restaurant that will open for business in the coming year. Formulate a longterm goal for the restaurant, and then develop short-term goals to help you achieve the long-term goal.
Contact three companies that appear to be successful. Ask one of the company’s managers if he or she would share with you the company’s mission statement or organizational goals. For many companies, the mission statement and organizational goals can also be found on the company’s webpage.
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