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marketing strategy planning
Marketing 17th Edition William M. Pride - Solutions
Using Figure 11.2 as a guide, create a matrix of the current product mix for your company.
Based on what you learned at the website, describe what Goodyear has done to position its tires.
How does Goodyear’s website demonstrate product design and features?
How does Goodyear use its website to communicate information about the quality of its tires?
Identify and describe a friend or family member who fi ts into each of the following adopter categories. How would you use this information if you were product manager for a fashion-oriented, medium-priced clothing retailer such as J.Crew or JCPenney?a. Innovatorb. Early adopterc. Early majorityd.
Generally, buyers go through a product adoption process before becoming loyal customers. Describe your experience in adopting a product you now use consistently. Did you go through all the stages of the process?
Tabasco pepper sauce is a product that has entered the maturity stage of the product life cycle. Name products that would fi t into each of the four stages: introduction, growth, maturity, and decline. Describe each product and explain why it fi ts into that stage.
Choose a familiar clothing store. Describe its product mix, including its depth and width. Evaluate the mix and make suggestions to the owner.
What are the major reasons for new-product failure?
In what ways does the marketing strategy for a mature product differ from the marketing strategy for a growth product?
What are the fi ve major adopter categories describing the length of time required for a consumer to adopt a new product, and what are the characteristics of each?
What are the stages in the product adoption process, and how do they affect the commercialization phase?
What is the relationship between the concepts of product mix and product life cycle?
How do industry profi ts change as a product moves through the four stages of its life cycle?
How does an organization’s product mix relate to its development of a product line? When should an enterprise add depth to its product lines rather than width to its product mix?
In the category of business products, how do component parts differ from process materials?
How do convenience products and shopping products differ? What are the distinguishing characteristics of each type of product?
Is a personal computer sold at a retail store a consumer product or a business product? Defend your answer.
A product has been referred to as a “psychological bundle of satisfaction.” Is this a good defi nition of a product?Why or why not?
List the tangible and intangible attributes of a pair of Nike athletic shoes. Compare its benefi ts with those of an intangible product, such as hairstyling in a salon.
Do you agree with how McDonald’s handled the situation with Twitter messages marked #McDStories? Explain, in terms of addressability, accessibility, interactivity, connectivity, and control, why you think this part of McDonald’s Twitter campaign didn’t go as planned.
What are the advantages and disadvantages of McDonald’s using franchising to grow more quickly in China?
Why would McDonald’s select businesses as a target market for its Arch Cards?
In what ways is McDonald’s generating positive attitudes toward its brand and offerings?
What are some of the drawbacks of using Twitter as a marketing tool?
How could Twitter be used as a tool to strengthen customer relationships and to gather consumer feedback?
Why is Twitter appealing to companies?
What are the advantages of the RogueSheep digital postcard over traditional postcards?
Is it possible for RogueSheep to advance its digital postcards to those who do not have access to iPhone apps?
How do you think businesses could effectively use RogueSheep postcards in their communications program?
Discuss different digital media and the pros and cons of using each as part of your marketing plan.
No matter what marketing media are used, determining the correct marketing mix for your company is always important. Think about how social media might affect the marketing mix.
Review the key concepts of addressability, interactivity, accessibility, connectivity, and control in Table 10.1, and explain how they relate to social media. Think about how a marketing strategy focused on social media differs from a marketing campaign reliant on traditional media sources.
If you want to engage in activities related to what would be found in the creative department of an advertising agency, how can Victors & Spoils help you launch your career?
Victors & Spoils and crowdsourcing is built on the foundation that good ideas should come from anywhere. Is it possible that this new approach will eliminate traditional ad agencies and creative departments?
How can Victors & Spoils be used to outsource advertising campaigns through co-creation and mass collaboration?
Marketers have a keen interest in social media because of the notion of infl uence. The assumption is that you have certain friends on Facebook, or specific authors whom you follow on Twitter, who affect the kinds of products that you buy. A recent start-up called Klout attempts to quantify this
Some products are better suited than others to electronic marketing activities. For example, Art.com specializes in selling art prints via its online store. The ability to display a variety of prints in many different categories gives customers a convenient and effi cient way to search for art. On
Social networking has become a popular method of communication not only for individuals but for businesses as well. Visit the various social networking sites, such as Facebook and Twitter, and identify how companies are utilizing each of these sites in their marketing strategies.
Amazon.com is one of the Web’s most recognizable marketers. Visit the company’s website at www.amazon.com and describe how the company adds value to its customers’ buying experiences.
Name and describe the major ethical and legal issues that have developed in response to the Internet. How should policymakers address these issues?
How has digital media affected the pricing of products?Give examples of the opportunities and challenges presented to marketers in light of these changes.
How do the characteristics of e-marketing affect the promotion element of the marketing mix?
How can marketers exploit the characteristics of the Internet to improve the product element of their marketing mixes?
Describe the different technographic segments. How can marketers use this segmentation in their strategies?
How has new media changed consumer behavior? What are the opportunities and challenges that face marketers with this in mind?
Why are social networks becoming an increasingly important marketing tool? Find an example online in which a company has improved the effectiveness of its marketing strategy by using social networks.
Explain the distinction between push and pull media.What is the signifi cance of control in terms of using websites to market products?
Defi ne interactivity and explain its signifi cance. How can marketers exploit this characteristic to improve relations with customers?
How does e-marketing differ from traditional marketing?
What are some of the most signifi cant obstacles to expansion in Italy, and how can Starbucks overcome them?
What appear to be some of the most signifi cant barriers Starbucks is facing when expanding into foreign countries?
Describe Starbucks’ global strategy. Is it engaging in more of a globalization or customization approach?
What should evo’s marketing strategy be to go global?
What are the unique product features that could make evo a global brand?
What are both the positive and negative outcomes from using exclusive dealer agreements that restrict global distribution?
Discuss the concepts of customization and globalization for your product when moving to international markets.Refer to Table 9.7 for guidance in your discussion.
Using Figure 9.1 as a guide, determine the degree of international involvement that is appropriate for your product and your company.
Extend the analysis for each of the seven factors to include global markets.
Review the environmental analysis that was completed in Chapter
What are the benefi ts of this global distribution system for sending fl owers worldwide? What other consumer products could be distributed globally through the Internet?
Determine the cost of sending fresh-cut seasonal fl owers to Germany.
Click on “International” near the bottom of the Web page. Select a country to which you would like to send fl owers. Summarize the delivery and pricing information that would apply to that country.
Windshield wipers were invented by Mary Anderson in 1903, when she observed that streetcar drivers in New York City had to open the window when it rained in order to see. Her invention consisted of a long arm with a rubber blade that was operated by hand from inside the cab. By 1916, all passenger
Procter & Gamble has made a substantial commitment to foreign markets, especially in Latin America. Its actions may be described as a “globalization of marketing.” Describe how a shoe manufacturer (e.g., Wolverine World Wide) would go from domestic marketing to limited exporting, to
This chapter discusses various organizational approaches to international marketing. Which would be the best arrangements for international marketing of the following products, and why?a. Construction equipmentb. Cosmeticsc. Automobiles
Many fi rms, including Procter & Gamble, FedEx, and Occidental Petroleum, wish to do business in eastern Europe and in the countries that were once part of the former Soviet Union. What events could occur that would make marketing in these countries more diffi cult? What events might make it easier?
To successfully implement marketing strategies in the international marketplace, a marketer must understand the complexities of the global marketing environment.Which environmental forces (sociocultural, economic, political/legal/regulatory, ethical, competitive, or technological) might a marketer
What are some of the product issues that you need to consider when marketing luxury automobiles in Australia, Brazil, Singapore, South Africa, and Sweden?
Contrast globalization with customization of marketing strategies. Is one practice better than the other?
Discuss the impact of strategic alliances on international marketing strategies.
What should marketers consider as they decide whether to license or enter into a joint venture in a foreign nation?
How will NAFTA affect marketing opportunities for U.S.products in North America (the United States, Mexico, and Canada)?
If you were asked to provide a small tip (or bribe) to have a document approved in a foreign nation where this practice is customary, what would you do?
Why do you think this chapter focuses on an analysis of the international marketing environment?
Why are the largest industrial corporations in the United States so committed to international marketing?
What factors must marketers consider as they decide whether to engage in international marketing?
How does international marketing differ from domestic marketing?
In which stage of the business buying decision process is Bombardier’s reputation likely to have the most infl uence on a government that is considering the purchase of new subway cars?
When an airline wants to order new jets to replace older jets in its fl eet, do you think it would approach the decision as a new-task purchase, a straight rebuy, or a modifi ed rebuy purchase? Explain. Also, which methods of business buying are Bombardier’s customers most likely to use? Why?
How does derived demand apply to the demand for commercial jets purchased by airlines? What are the implications for Bombardier’s marketing efforts?
Which concerns of business customers should Dale Carnegie’s marketers pay close attention to when selling training services to a company like American Express?
From a marketing perspective, why would people who work for the U.S. Department of Veteran Affairs be as interested in taking a Dale Carnegie course as people who work for American Express?
How would you apply Dale Carnegie’s methods if you were trying to make a sale to a company with a large buying center?
Discuss the different types of demand that the business customer will experience when purchasing your product.
Determine the type of business purchase your customer will likely be using when purchasing your product. How would this impact the level of information required by the business when moving through the buying decision process?
What environmental factors do you think affect demand for Boeing products?.1. What are the primary concerns of business customers? Could any of these concerns be addressed with the strengths of your company?
How does Boeing address some of the concerns of business customers?
At what types of business markets are Boeing’s products targeted?
The United States is the largest producer of corn in the world. Each year, a corn farmer must decide what the end market for the corn crop will be and what type of seed to use. In approximately a decade, corn production for livestock, poultry, and fi sh has fallen from 80 percent of production to
Identifying qualifi ed customers is important to the survival of any organization. NAICS provides helpful information about many different businesses. Find the NAICS manual at the library or online at www.naics.com and identify the NAICS code for the following items.a. Chocolate candy barsb.
Purchases by businesses may be described as new-task, modifi ed rebuy, or straight rebuy. Categorize the following purchase decisions and explain your choices.a. Bob has purchased toothpicks from Smith Restaurant Supply for 25 years and recently placed an order for yellow toothpicks rather than the
Indicate the method of buying (description, inspection, sampling, or negotiation) an organization would be most likely to use when purchasing each of the following items.Defend your selections.a. A building for the home offi ce of a light bulb manufacturerb. Wool for a clothing manufacturerc. An
Identify organizations in your area that fi t each business market category: producer, reseller, government, and institutional. Explain your classifi cations.
What function does an industrial classifi cation system help marketers perform?
How do environmental, business, interpersonal, and individual factors affect business purchases?
Identify the stages of the business buying decision process. How is this decision process used when making straight rebuys?
What are the major components of a fi rm’s buying center?
How does demand for business products differ from consumer demand?
Why do buyers involved in straight rebuy purchases require less information than those making new-task purchases?
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