Marketing Management 3rd Edition Philip Kotler, Kevin Lane Keller - Solutions

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The total benefit that Professor Allison gets from consuming the first beer at a Red Sox game is (in money terms) $25; it goes up to $40 for two beers, $50 for three beers, $58 for four beers, and $64 for five beers. Suppose the price of each beer is $8.a) What number of beers will Professor
Using MB and MC curves to depict the food consumption decision of a typical low-income family, show why agri-business companies lobby politicians so hard for the continuation of the food-stamp program. Explain how your analysis could be extended to construction-worker unions that lobby for
In the late 1800s and first part of the 1900s, many people living in rural areas ordered their clothes, tools, and even ready-to-assemble homes from mail-order catalogs such as the Sears, Roebuck and Company catalog. A century later, people began to shop from mail-order online retailers such as
Given the rise in Internet shopping, what would you predict about the amount of time spent shopping in 2011? Do you think the time saved is used to earn more income or to pursue additional leisure activities? Explain your answer.
Using MB and MC curves, predict how the increasing use of robots in a manufacturing plant changes the optimal number of employees hired by the owner of the plant.
Predict, using MB and MC curves, how the number of TripTiks travel itineraries prepared by the Automobile Association of America (AAA) for its members changes as Internet mapping technologies such as MapQuest become increasingly accessible at low cost. What do you think happens to membership in
Some retailers offer a discount when people buy more of a particular product—for example, buy one medium pizza for $7.95 and three medium pizzas for$5 each.a) How would you reconcile this pricing practice with the principle of increasing cost?b) Why would anyone just buy one pizza? Explain your
Show, using separate MB and MC curves for each group, why people tend to go out to more movies in their teens and twenties than in their thirties and forties.Which group do you think better reflects the behavior of retirees? Why? Explain your answer.
Water companies have a variety of ways to reduce water use during droughts.One way is to increase the price of water. Another way is to prohibit consumers from watering their lawns. Which approach do you think is preferable? Why?Explain your answer.
It is often said that higher education does better—in terms of enrollments—during bad economic times and worse during good economic times. Can you substantiate this prediction using MB and MC curves? [Hint: Think about the opportunity cost of attending college.]
Show, using MB and MC curves, that you can reduce population growth in poorer countries by either (1) educating women and giving them greater employment opportunities; or (2) prohibiting the employment of children under a certain age. Do you think that parents would prefer one of these policies to
Cell phone companies often give away telephones to their subscribers. Does this mean that the economic cost of these telephones is zero? Why or why not?
Blockbuster has a sales promotion where for $16.99 per month, you can have two DVDs in your possession at all times and can exchange them for other DVDs at any time during the month. Alternatively, you can rent each video for$3.99 for a two-day rental. Does the marginal cost of a DVD rental vary
Opponents of disposable water bottles argue that these products are detrimental to the environment. Show, using MB and MC curves, the impact on the quantity of bottles consumed if the government:a) imposes a tax on disposable water bottles.b) provides a subsidy for using refillable bottles instead
Show, using MB and MC curves, the impact of the following conditions as they relate to the number of children that parents decide to have.a) Children are required to go to school until age 16.b) Parents are required to pay for their children’s college education.c) Children are required to support
Do you agree with the way that Unilever measures sustainable living?
Advise Unilever on how it could extend its sustainable living marketing activity.
In your opinion, what are the changes for Unilever to succeed with its sustainable living plan? Are there any pitfalls?
What marketing activities need to be measured? Why?Which ones do not? What metrics should be used in relation to what companies and in relation to what activities?
What is a marketing dashboard?
What metrics do companies use?
What are the key marketing metrics?
What are useful marketing metrics?
What is the need for marketing metrics?
How does cause or corporate societal marketing affect your personal consumer behaviour? Do you ever buy or not buy products or services from a company because of its environmental policies or programmes? Why or why not?
How is marketing changing its practical focus?
Why and how are marketers revisiting their tasks and philosophy?
What are the implications of the digital revolution?
How can companies be responsible social marketers?
How can a company build a creative marketing organisation?
What are the keys to effective internal marketing?
Why and how are companies restructuring their marketing practices?
Building effective and creative marketing organisations.
Responding to broader contextual and social challenges.
Selecting suitable marketing spends and monitoring their effectiveness.
What is the best way to roll out a new mobile-based payment method in Europe – called Apple Pay – to compete with the current methods of payment?
Is there a conflict between managing the online channel and offline channels? Is this conflict caused by the Apple-owned stores?
How does she continue the great customer experience of the stores and the online service through service process innovation, people management and the physical environment enhancements?
Design a service blueprint for a service you are familiar with.Explore the level of variability and accommodation allowed within the service process design blueprint.
What are the challenges for managing digital technologies at the customer interface?
how is the physical evidence –the experience environment –managed?
What are the people management issues (both staff and customer to customer) at the customer interface?
how is service process designed and managed?
What are the key issues with digital technologies, online and mobile channels?
how should marketers integrate channels, multichannels and omnichannels design?
how are channel conflict, cooperation and competition managed?
What decisions do marketers face in managing their channels?
What work do marketing channel members perform?
What is a marketing channel system and value network?
Advise the group how it could build and extend its interactive marketing activity.
Suggest ways in which H&M can secure a lasting personal communication relationship with its female, male and child customers to build strong customer loyalty.
Imagine the group has detected strong and threatening competitive moves in the fast-fashion market. In a short report to the managing director (using the material in the case and in this text), suggest ways in which new market offerings could be introduced throughout the group. Consider
How can the H&M group continue to build a sustainable positive differentiation?
What are some of your favourite TV advertisements? Why?How effective are the message and creative strategies? How are they building brand equity?
is the market offering easily identified?
is the advertisement easy to read and follow?
is the message clear at a glance? Can you quickly tell what the advertisement is all about?
Why is consumer relationship marketing important to marketers?
How can salespeople improve their selling, negotiating and relationship marketing skills?
What decisions do companies face in designing and managing a sales force?
How can companies practise effective interactive marketing?
How can companies integrate direct marketing for competitive advantage?
How can companies exploit the potential of public relations and publicity?
What are the guidelines for effective brand- building events and experiences?
How should sales promotion decisions be made?
What steps are required in developing an advertising programme?
Pick a brand and go to its website. Locate as many forms of communication as you can. Conduct an informal communications audit. What do you notice? How consistent are the different communications? How is the brand using internet and mobile phone platforms to reach targeted consumers?
What is happening in media planning – revolution or evolution?
Why is social media now so important?
What is best integrated marketing communications or interconnected programmatic marketing communication?
What is an integrated marketing communications programme?
What is the marketing communications mix and how should it be set?
How is the marketing communications budget established?
What are the major steps in developing effective marketing communications?
How do marketing communications work?
What is the role of marketing communications?
What have you learned about brands from reading the Burberry case study?
Why was digital such a core advantage to what is a trench coat manufacturer?
How did the vision for the Burberry brand become a vision for the Burberry company?
What are the three focuses that made Burberry the 10th most valuable luxury brand in the world?
Think of the various pricing methods described in this chapter – mark-up pricing, target-return pricing, perceived-value pricing, value pricing, going-rate pricing and auction-type pricing. As a consumer, which method do you personally prefer to deal with? Why? If the average price were to stay
private labels do very well when the economy turns sour.What competitive actions can be taken by fmcg managers when the economy is on the rise? explain.
elaborate on the introduction of private labels. Why is it working so well for supermarkets nowadays?
What is the customer’s expectation of a ‘fair’ price?
What pricing tactics will be used initially or eventually? (‘pricing tactics’ are changes from a price that a supplier has set for its marketing off ering – such as discounts – that motivate customers to take actions that benefi t the supplier.)
What is the cost of the supplier’s marketing off ering?
What is the price of the next best alternative off ering?
What is the diff erential value that is transparent to target customers? (‘transparent’ means that target customers easily understand how the supplier calculates the diff erential value between its off ering and the next best alternative, and that the diff erential value can be verifi ed with
What is the market strategy for the segment? (What does the supplier want to accomplish? What would the supplier like to have happen?)
How should a company respond to a competitor’s price change?
When should a company initiate a price change?
How should a company adapt prices to meet varying circumstances and opportunities?
How should a company initially set prices for products or services?
How do consumers process and evaluate prices?
Think about the last new product you bought. How do you think its success will be affected by the five characteristics of an innovation: relative advantage, compatibility, complexity, divisibility and communicability?
What factors affect the rate of diffusion and consumer adoption of newly launched market offerings?
What is the best way to manage the process of developing new market offerings?
What are the main stages in developing new market offerings?
What organisational structures and processes do managers use to develop new market offerings?
What challenges does a company face in developing new customer-perceived value(CPV) offerings (products and services)?

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Marketing Management 3rd Edition Philip Kotler, Kevin Lane Keller - Solutions

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