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business
microeconomics principles
Marketing Management 3rd Edition Philip Kotler, Kevin Lane Keller - Solutions
What are the requirements for success in ingredient branding?
How can companies use packaging, labelling, warranties and guarantees as marketing tools?
How can companies differentiate products and manage their product mix and product lines?
What are the characteristics of market products and how do marketers classify products?
What are the implications of market evolution for marketing strategies?
What marketing strategies are appropriate at each stage of the product life cycle?
Research the other mineral water brands that Nestléowns and explain why it keeps San Pellegrino in its mineral water portfolio.
Discuss how the company might use the co-creation process to improve sales of its flavoured mineral beverages.
Explain how San Pellegrino cultivates strong customer relationships and keeps aspiring competitors at bay.
What relevant meaning do the semiotics of the blue watermarked label project provide?
Analyse the company’s segmentation, targeting and positioning strategy and recommend how San Pellegrino could further develop its business.
Explore the ten global branding strategies that must be followed to ensure success in global branding.Explain how San Pellegrino has managed to develop and sustain a competitive business in an industry that some might regard as a commodity market.
What is celebrity and country branding?
What is branding in the developing world?
What are the challenges for managing global brands?
What are the social networking branding challenges?
What is digital branding?
What implications will the extension have for parent brand equity and profitability?
How can marketing programmes enhance extension equity?
Will the extension have the optimal points-of-parity and points-of-difference?
Is there a strong basis of fit?
What is brand equity and how do we measure it?
how do we create and manage brand identities?
What are the key strategic brand management decisions?
What do we understand by branding?
Consider the lifetime value of customers (CLV). Choose a business and show how you would go about developing a quantitative formulation that captures the concept. How would that business change if it totally embraced the customer equity concept and maximised CLV?
overcome internal resistance to change – with seller, buyer and partner organisations.
decide how to share the customer-perceived value.
design market offerings-systems jointly to meet those customers’ needs. this includes selecting the partners to be included in a company’s network.
work with customers to discover what they really want to include in a market offering.
discover who are the right customers to involve in the process.
define clear objectives for the project.
What is the experience economy and how does it relate to customers’ perception of value?
How can companies both attract and retain customers?
How can companies cultivate strong customer relationships?
What is the lifetime value of customers and how can marketers maximise it?
What are customer values, satisfaction and loyalty, and how can companies deliver them?
what happens when your product is disposed of or no longer used?
how is your product repaired or serviced?
what about returns or exchanges?
what do consumers need help with when they use your product?
what is the consumer really using your product for?
how is your product moved around?
how is your product stored?
how is your product or service paid for?
how is your product installed?
what happens when your product or service is delivered?
how do consumers order and purchase your product or service?
how do consumers make their final selection?
how do consumers find your offering?
how do people become aware of their need for your product and service?
What market offering and company attributes are most responsible for these perceived differences?
Which competitive brands do customers perceive to be their closest competitors?
How do customers (current or potential) view their brand?
When might companies need to reposition their market offerings and what are the main inherent risks of such a strategy?
How can companies seek to differentiate their offerings positively in today’s market conditions?
Why is the concept of positioning so important to marketing practitioners?
How can a firm create, develop and communicate a successful positioning strategy in the market?
What are the requirements for effective segmentation?
How should a company choose the most attractive target markets?
How can a company divide a market into segments?
What are the different levels of market segmentation?
Could scent marketing also be appropriate for the business market?
Could the approach suggested by Francesca de Silva evolve into a competitive advantage for the cheese store chain? Why/why not?
Do you agree with Francesca de Silva that the distinction between cognitive and affective responses could be a fruitful basis for future marketing activities?
In your opinion what methods should Francesca de Silva consider in order to investigate her proposition that consumers may be likely to follow either a cognitive or an affective road when exposed to cheese products?
Pick an industry. Classify firms according to the four different roles they might play: leader, challenger, follower and nicher. How would you characterise the nature of competition? Do the firms follow the principles described in this chapter?
is collaborating with apple a good idea? why/why not?
Being one of europe’s many smes, aiaiai dreams about expansion. in your opinion, what are the possibilities, what are the pitfalls?
which factors should we create that the industry has never offered?
which factors should we raise well above the industry’s standard?
which factors should we reduce well below the industry’s standard?
which of the factors that our industry takes for granted should we eliminate?
How can market followers or nichers compete effectively?
How should market challengers attack market leaders?
How can market leaders expand the total market and defend market share?
How should we analyse competitors’ strategies, objectives, strengths and weaknesses?
How do marketers identify primary competitors?
In your opinion, what should the company do to deal with the identified problems or to take advantage of the identified opportunities?
Pick one of the companies mentioned in this chapter.For this company, investigate and discuss: (a) Do you think that any of the ten topics/issues you identified could be related to the problems, or opportunities, that the company – in your opinion – is currently facing or could expect to be
In your opinion, what are the ten most important topics/issues to be learned from this chapter?
In your opinion, what should the company do to deal with the identified problems or to take advantage of the identified opportunities?
Pick one of the companies mentioned in this chapter. For this company, investigate and discuss: (a) Do you think that any of the ten topics/issues you identified could be related to the problems, or opportunities, that the company – in your opinion – is currently facing or could expect to be
In your opinion, what are the ten most important topics/issues to be learned from this chapter?
is the marketing process different for a born global company compared with a ‘traditional’ newly started local company?
What are the pros and cons of being global right from inception?
How do institutional buyers and government agencies do their buying?
How can companies build strong relationships with business customers?
How do business buyers make their decisions?
Who participates in the business-to-business buying process?
What buying situations do organisational buyers face?
What is the business market and how does it differ from the consumer market?
What are your mental accounts? What accounts do you have in your mind about purchasing products or services? Do you have any rules you employ in spending money? Are they different from what other people do?Do you follow Thaler’s four principles in reacting to gains and losses?
How do personal or demographic factors influence the purchase decision?
Do customers’ lifestyles influence their decisions?
What are customers’ attitudes towards our product?
Will the strategic alliance with the Walt Disney Company strengthen the pandora brand? Why/why not?1Who buys our product or service?
Discuss the importance of a strong consumer brand to pandora.
What risks does pandora face? Can it continue with its charm bracelet concept?
How do marketers analyse consumer decision making?
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