Questions and Answers of Marketing Strategy Planning

Assume that a sports equipment supplier chose SAP and is an equipment wholesaler that does not produce the equipment it sells to universities. As a wholesaler, which module in Figure 8-23 might the
Where was the computer mouse invented? _________
What are the three states other than Massachusetts with a city named Boston in them? _________
Investigate the free online classes offered by SAP. Go to https://open.sap.com/courses. Which class is the most interesting to you?
In the opening vignette, Megan and Heidi were facing cutover pressures. Based on the challenges listed in Figures 8-16 and 8-18, what are two things end users could do to help make the cutover
Visit reddit’s subreddit on ERP: https://www.reddit. com/r/ERP/. What surprised you about jobs, failures, implementations, or other topics?
Use a search engine and find helpful, current sources on the best ERP Certifications. What certifications are recommended for SAP, Oracle, and one other platform?
In what ways is EPIC like the business ERP systems in this chapter, and in what ways is it not like them?
How has Epic positioned itself according to the Porter competitive strategy model?
List and briefly explain three factors that you think have led to Epic’s success.
While it is impressive that Epic has never lost a customer, is it surprising? Why or why not? List and briefly describe five to seven factors that make changing an ERP system difficult.
By all accounts, Ms. Faulkner runs Epic with tight control. As of 2019, she is also 76 years old.a. If your company was thinking about adopting Epic, would this fact influence your decision? Why or
Using the Internet, investigate employment opportunities for you at Epic. Visit Epic.com, Glassdoor, LinkedIn, and any other useful sites and sources.a. Describe a job in which you might be
What are the objectives and KPIs for each team’s procurement process?
For the three IS listed in Figure, explain how each could be used by the university; be specific about which process each will support.
Robots are already having a significant impact on the Procurement process. In which supply chain process will drones first be used, and why?
Describe your team’s building process and its objectives. Construct a BPMN diagram of your team’s building process. Use the looker–messenger exchange as the first activity and assembling pieces
How did your process evolve from the first iteration of the process to the last? How did you learn to use the feedbacker? If the feedbacker is considered a simple IS, how does this IS lead to process
Vocabulary is necessary for effective communication. Did the looker, messenger, and builders use the same vocabulary to describe the building pieces?
What KPI should both firms use to assess accomplishment of the objectives identified in step 3?
Describe the data collected by Groupon. Which data should Groupon share with the spa and which should it not, and why?
Describe a service that you regularly purchase (food, exercise, hygiene, banking, software, network), and a process that a company executes (e.g., restaurant food service, bill pay process). Name
If F2F meetings become rare, what impacts do you see on the travel industry?
Collaboration is clearly essential to kata. But what exactly is iterated, the thing that is produced by the team that generates feedback?
Were you more accurate after collaboration with teammates or before? If your score was better before, does this mean that you should have been more assertive, candid, or critical? Was there enough
Reflect on your experience working on teams in previous classes as well as on collaborative teams in other settings, such as a campus committee. To what extent was your team collaborative? Did it
What type of process is kata: structured or dynamic?
Was your team list improved after the iteration cycle? In retrospect, did anyone suggest something that was ignored and then revealed to be better by the approved list? Why was it ignored?
This exercise requires you to experiment with Google Drive. You will need two Google accounts to complete this exercise. If you have two different email addresses, then set up two Google accounts
What collaboration IS can be used to support this process for the restaurant?
How would you assess trust on your team?
Collaboration objectives, as shown in Figure, include individual, team, and product objectives as well as efficiency goals. Which of these objectives were achieved, which were not, and why?
Visit Reddit and read various discussions. List three discussions that will be valuable for someone with your academic major to follow after graduation.
Practice kata. As a team, number 20 sheets of paper, turn them upside down, and shuffle them. When time begins, turn the sheets over one by one and make a pile of the same papers in numerical order.
Visit Airbnb and create a profile. Find two listings for your favorite vacation location. Explain how features and prices listed compare to hotels in the same location.
Find out what Facebook thinks of you by examining the categories it places you in. Using your smartphone, go to settings –> account settings –> ads –> your information –> review
What types of users were the principal sources of Zoom’s dramatic growth in first quarter 2020? Use the Internet to obtain data beyond that in this case.
Explain how virtualization enabled AWS to meet Zoom’s monthly doubling of workload.
What reasons might have influenced Zoom’s decision not to choose Microsoft Azure or Google Cloud over Oracle Cloud?
Did the personal, family, and social use of video conferencing survive the pandemic? Did geographically dispersed friends and family continue to use video conferencing? Did Zoom use during the
What video conferencing software does your university use for online education? Does it use Zoom? If not, why not? If so, why and how is it used?
What companies are Zoom’s principal competitors today? Did the Microsoft and Google products make substantial inroads in Zoom’s market share? Why or why not?
All IS have five components, describe the five components of Zoom.
Specify a collaboration project you were a part of; describe the objectives of your collaboration using Figure. How did Zoom help your team accomplish these objectives?
Should you have purchased or sold Zoom stock on May 4, 2020? Should you buy or sell Zoom stock today?
Go to Tableau.com and download the free trial visualization software. Use their training videos and example datasets to create a visualization. In your opinion, what are three features or attributes
Reread the opening scenario. Do you think that CBI should sell data obtained by the scooter app to other companies? What are the limits or rules that CBI should place on their use of data from the
Go to Google Trends (www.google.com/trends) and enter the terms Big Data, NoSQL, MapReduce, Hadoop, and in-memory systems to see how their popularity has grown recently.
For Plantir’s application of predictive analytics, which of the three main analytic activities—acquire, analyze, or publish—is hardest and easiest for Plantir, and why?
When you order a meal at McDonald’s, that data is stored in an enterprise IS to be used by various processes. Make a list of the McDonald’s processes in which your Happy Meal purchase will
Which KPI changed most significantly from the first to the second run? Did you anticipate this? Are other processes with other KPIs just as subject to change with a similar minor change in
How can IS improve your processes? Specify one example of how IS makes your process better for each of the five methods in Figure 7-10.
Finally, how should a process work that serves the high-end customers? Again, start with objectives and KPIs. These customers have a longer-term financial connection to the university that presents
Apply the process improvement steps to improve studying for this class. Go to Studyblue.com and create an account. This site, like others, allows students to share flashcards with other students in
Some individuals are concerned with the security and privacy of these systems and believe that they are always listening, recording, and divulging private conversations. What steps can Apple, Google,
Voice-activated systems still struggle to understand some parts of English. What are the ways your voice-activated system fails to understand your commands? Why do you think it struggles with these
Ask your smartphone or digital personal assistant, “What are the ten most popular ways to use voice-activated systems?” Look at the list and write down the ways to use these systems that you are
Create a BPMN diagram for ordering parts, assembling, and shipping a bicycle as described in the opening vignette. Assume one central IS, and include at least 6 activities and 3 roles.
In collaboration with teammates, write down six skills that you think are most in demand in business today. Each team member writes down the same list.
One of life’s greatest gifts is to be employed doing work that you love. Reflect for a moment on a job that you would find so exciting that you could hardly wait to get to sleep on Sunday night so
1. Historically, which of the four competitive strategies has Apple used for its devices?2. In the current era of digital services, which of the four competitive strategies should Apple use?3.
In discussion with teammates, identify and circle four of these skills that your team believes are most often lacking in students.
On which of these four are you capable, and on which of these are you less capable/weakest?
In discussion with teammates, decide which of these four are taught well by other classes at your school and which are not.
Using LinkedIn or Monster.com, read about a job you are interested in pursuing after graduation. Specify:a. What is the job title and description?b. What skills are required?c. What education level
Based on what you know about this class, which of the four skills can you practice in this class? How will you know that you are better at them?
The isoquant in the Mini-Case “Self-Driving Trucks” is based on two technologies. Suppose that a company develops a third technology that assists but does not replace a human driver. It uses more
A laundry cleans white clothes using the production function q = B + 2G, where B is the number of cups of Clorox bleach, G is the number of cups of a generic bleach that is half as potent, and q is
In the Mini-Case “Solar Power Learning Curves,” the cost of solar power installations fell as the installed base (cumulative experience) in a given country rose. If N represents cumulative
Many hospitals have regularly scheduled surgery and active emergency departments. Based on the information in the Mini-Case “Medical Economies of Scope,” could it be more cost effective to have
Now suppose that the owner of Topside Tiles in the previous question changes the manager’s compensation to a fixed share (15%) of profit: Y = 0.15π. The situation is otherwise the same as in
Many firms pay bonuses or make contributions to an employee’s pension fund on an annual basis but require a vesting period—often eight to ten years— during which the employee must stay with the
As in Question 1.2, suppose that the production function shows that if L = 3 and K = 5 then q = 10. Is it possible that L = 3 and K = 6 yields q = 11 for this production function? Explain
Consider a Cobb-Douglas production function q = 10L0.5K0.5. If L = 16 and K = 25, calculate output, q, the marginal product of labor, and the marginal product of capital? Use the marginal product
The Crocs production function is q = 22.7L0.88K0.48, where L is labor and K is capital. Epple, Gordon, andSieg (2010) estimated that the production function for U.S. housing is q = 1.38L0.144M0.856,
Over the past 10 years, cloud storage services such as Dropbox, Google Drive, Apple’s iCloud, and Microsoft’s OneDrive have taken over computer storage. In addition, many major corporations have
Provide three examples of two-sided markets (other than the examples in the text).Three examples of two-sided markets include all of the following except A. Toyota automobiles, B. The
Determine which contract Paul would prefer if Amy’s cost of normal effort is 10 instead of 0 in the spreadsheet in Q&A 15.4.Q&A 15.4.Paul wants to hire Amy to manage a shop he owns. He is
Rental cars sold on the used car market receive lower prices than cars of the same model and year that were owned by individual owners. Does this price difference reflect adverse selection or moral
In 2018, Amazon received a pair of patents for a wristband that can locate warehouse employees and track their hand movements in real time and an inventory management system using trackers and
Q&A 16.1 shows that a regulated price ceiling set below the optimal regulated price causes a loss in total surplus compared with optimal regulation. The diagram illustrates only a lower bound for
In Question 1.3, could using tolls instead of taxes to finance the bridge yield a Pareto improvement?Question 1.3A town council is considering building a new bridge over a small river that runs
Q&A 16.2 shows that a merger may increase total surplus if the merger reduces marginal cost. Give examples of how a merger could reduce marginal cost.Q&A 16.2 A1 Concrete and Apex
In Q&A 16.2, under what conditions (if any) would a cost-reducing merger that converts a duopoly into a monopoly cause a Pareto improvement? Would a cost-reducing merger always increase total
The Mini-Case “Are Monopoly Mergers Harmful?” states that there are about 5,000 ready-mix concrete plants in the United States. With so many plants in operation, why should we worry that mergers
Aloha Coffee is a coffee roasting and blending company that supplies a unique coffee bean grown only in a very particular part of the Hawaiian island of Kauai to the only two coffee shops in a small
In the model in Question 4.8, what is the unregulated monopoly equilibrium? How would you optimally regulate the monopoly to maximize total surplus? What is the resulting equilibrium?Question
Aaron is traveling to Europe for vacation and is seated in a first-class airline seat holding his infant daughter in his arms. He values being in first class instead of coach at $600. Samantha, a CEO
Alyakoob and Rahman (2018) found that if activity on home-sharing platform Airbnb increases by 2%, restaurant employment in that neighborhood rises by 3%. This effect demonstrates which economic
In 2018, the U.S. Centers for Disease Control and Prevention (CDC) is cutting 80% of its epidemic prevention activities overseas. The former chief of the CDC says that this decision “would
In Question 6.1, assume that the R&D cost is 150. Are consumers made better off by the action taken by Woz? Does total surplus rise?Question 6.1Woz Enterprises specializes in electrical
In Question 6.1 with an R&D cost of 150, suppose that the government waits until Woz works out the new process and then changes patent rules, requiring Woz to charge a price no greater than 12.
Explain why the innovation process may give rise to market failure.
Suppose that one euro can be exchanged for 1.2 U.S. dollars and that one U.S. dollar can be exchanged for 110 Japanese yen. If these currencies can be traded freely with low transaction costs, what
In Question 2.4, suppose that Arvind is not worried about risk provided that he can cover his costs. If he thinks that the exchange rate will change to 50 INR in 90 days, explain how he could use a
In August 2018, the world price for raw sugar, 11¢ per pound, was less than half of the U.S. price, 27¢ per pound, because of quotas and tariffs on sugar imports. As a consequence, a larger
As a result of international trade agreements, many iconic “American” cars are not assembled in the United States. Explain why.
Based on the Mini-Case “Profit Repatriation,” how would you expect the Tax Cuts and Jobs Act of 2017 to affect the stock of foreign-earned income held outside the United States by U.S.
The Tax Cuts and Jobs Act of 2017 reduced the standard U.S. federal corporate income tax rate from 35% to 21%. How would this change affect incentives for U.S. multinational firms to shift profits
In Question 5.2, how much would the Indian currency (the rupee) have to rise in value (in percentage terms) for Hewlett-Packard to keep the service activity in the United States even after telephone

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