Questions and Answers of Principles Of Marketing

What ethical conflicts could airline pilots face if the industry moves to single-pilot flights?A possible shift is in the works in the aviation industry. The Federal Aviation Administration and
Calculate the price at which a bar will sell one 14.5-ounce glass of craft beer if the desired 80 percent margin is based on selling price. What is the bar’s dollar markup on a glass of craft beer?
Determine the brewer’s cost per 14.5-ounce serving (one glass). What price would a brewer sell that glass of beer for to achieve an 80 percent margin based on its selling price at its own taproom
As completely as possible, diagram the value delivery network for Target’s grocery business, from raw materials to finished consumer goods.There is a frenzy to get out in front of home grocery
Is Target a producer, a consumer, or an intermediary? How about Shipt? Explain.There is a frenzy to get out in front of home grocery delivery. Amazon and Walmart are getting all the attention. But
Discuss Target’s channel management procedures.There is a frenzy to get out in front of home grocery delivery. Amazon and Walmart are getting all the attention. But pretty much every grocery chain
Regarding the same-day delivery venture, why are Target’s partnerships important?There is a frenzy to get out in front of home grocery delivery. Amazon and Walmart are getting all the attention.
Will Target’s acquisition of Shipt result in growing revenues in the coming years? Explain.There is a frenzy to get out in front of home grocery delivery. Amazon and Walmart are getting all the
Differentiate between retailers based on the amount of service they offer. Provide an example of each type.
Differentiate between different type of retailers based on the length and breadth of their product assortments. Provide an example of each type.
What major trends and developments are retailers facing? How do these developments impact their competitive strategies?
List and describe the functions wholesalers perform that add value to both retailers and consumers.
Discuss the marketing mix decisions faced by wholesalers. What current challenges do wholesalers face?
You need a new pair of jeans, and you have many retail options. Using the information in your text, choose three different major store retailer types and select a specific store for each type chosen.
In a small group, present a plan for a new retail store. Who is the store’s target market? Describe the merchandise, atmospherics, price points, services provided, location, and how you would
In a small group, present a plan for a new wholesaler. Identify and describe what type of wholesaler it will be, the target market it will serve, and which channel functions it will provide to add
What benefits and challenges will Kohl’s have in introducing its Outfit Bar?Kohl’s developed shopper loyalty among middle-aged moms but had challenges appealing to millennials. Millennial fashion
If a Kohl’s Outfit Bar was available at a location near you, would your friends use it? Why or why not? Based on your response, what advice would you give Kohl’s management in advance of their
What can other companies learn from Costco’s socially responsible and ethical business practices?As a Fortune 500 company, warehouse retailing giant Costco has successfully positioned itself as a
Discuss the benefits and limitations warehouse clubs face when offering a limited selection of products?As a Fortune 500 company, warehouse retailing giant Costco has successfully positioned itself
Using the data below, determine Kroger’s weekly stockturn rate for meal kits during one of the market tests. Refer to Analytic Ratios in Appendix 2, Marketing by the Numbers to learn how to
Describe Ulta Beauty’s targeting strategy. Does the chain provide a truly differentiated customer experience?In today’s retail environment, there is plenty of buzz about the “retail
How did Ulta Beauty become the nation’s leading beauty retailer based on the retail marketing mix?In today’s retail environment, there is plenty of buzz about the “retail apocalypse”—the
In terms of the major types of retailers, how would you classify Ulta Beauty?In today’s retail environment, there is plenty of buzz about the “retail apocalypse”—the growing phenomenon that
Can Ulta Beauty continue to maintain its edge against the competition in coming years? Explain.In today’s retail environment, there is plenty of buzz about the “retail apocalypse”—the growing
What are the steps in developing an effective integrated communications and promotion program?
Recently, a former creative director from Netflix founded a canned water start-up called Liquid Death Mountain Water. The brand positions itself as a sustainable alternative to energy drinks and
How did communications integration affect the “Buy a Lady a Drink” campaign’s effectiveness?In 2017, Stella Artois and National Geographic collaborated on a “Buy a Lady a Drink” campaign by
Calculate both companies’ advertising-to-sales ratios for each year. What is each’s average ratio over the five-year period? Refer to the percentage-of-sales method in the chapter to learn about
Companies and brands have been criticized for aligning with social causes in a self-serving way, exploiting the social cause for the company’s gain. Did the Stella Artois “Buy a Lady a Drink”
How can a brand like Honda communicate that it backs good causes such as HOLA (see www.honda.com/community/philanthropy-giving-back)? What communication channels should it use? What risks does it
What legal and ethical issues should a company consider before it makes claims about its commitment to a social purpose?A recent study by social-impact consultancy DoSomething Strategic showed that
If PepsiCo had decided to base its 2018 advertising budget on the industry average advertising-to-sales ratio for beverages, which is 4.1 percent, how much would PepsiCo have budgeted for advertising
Analyze the “In It Together” ads based on the process of creating an advertising message as outlined in the text.There is no question that social media has become a crucial part of the fabric of
Discuss issues of selecting advertising media for the “In It Together” campaign. How might this process differ from that of campaigns for other companies?There is no question that social media
Based on the information in this case, how might LinkedIn measure the effectiveness of the “In It Together” campaign?There is no question that social media has become a crucial part of the fabric
Will the “In It Together” campaign be effective?There is no question that social media has become a crucial part of the fabric of society. Professional networking site LinkedIn is one of the
What major decisions should a marketing manager consider when developing an advertising program?
What is native advertising and why has its usage by marketers increased?
Name and explain the two major elements in developing advertising strategy.
What three characteristics should advertising appeals have?
Define public relations and explain the many public relations functions.
Discuss the major tools used by the public relations team to communicate relevant marketing content.
Visit the website for the OBIE Awards, which celebrates creative excellence in advertising. Go to the section for current winners and select one of the winning campaigns
Calculate both the overall CPM and the CPM for the 18-49 demographic for each show. Refer to the “Selecting Specific Media Vehicles” section of “Selecting Advertising Media” in the chapter to
Nike recently offered a Snapchat Lens that lets users wear the U.S. women’s soccer kit virtually. Fans of the U.S. women’s national soccer team could try on home and away jerseys through an
If an advertiser wants to reach the 18-49 demographic, which programs would you suggest? Explain.A common measure of advertising efficiency is cost per thousand (CPM), which is the ad cost per
Plum Organics chose to focus its advertising on lifestyle dimensions associated with parenting rather than on its products. What are the positives and negatives of this approach?Plum Organics, an
Create an outline for a marketing-focused public relations campaign to run alongside the Parenting Unfiltered advertising campaign. What would the public relations campaign encompass? How would it
What challenges might Burger King face if it chose to take this campaign global?Burger King recently launched “Real Meals” in select markets to deliver an important message about mental health.
Is it ethical for Burger King to use advertising that emphasizes negative emotions to sell its products?Burger King recently launched “Real Meals” in select markets to deliver an important
Why has Allstate’s “good hands” slogan withstood the test of time to become advertising’s longest-running slogan?Once a group of massively boring companies, auto insurance firms were not
Analyze Mayhem ads based on the process of creating an advertising message as outlined in the text (for Mayhem ads, check out www.allstate.com/mayhem-is-everywhere.aspx).Once a group of massively
Discuss issues of selecting advertising media for the Mayhem campaign. How might this process differ from that of campaigns for other companies?Once a group of massively boring companies, auto
Based on the information in this case, how might Allstate measure the effectiveness of the Mayhem campaign?Once a group of massively boring companies, auto insurance firms were not known for creative
Has the Mayhem campaign been effective? Support your answer.Once a group of massively boring companies, auto insurance firms were not known for creative advertising. That has changed dramatically in
What are Dyson’s goals and objectives?Dyson started out as so many storybook success stories do—by one person, in a garage, tinkering away at a product idea. In this case, it took James Dyson
Describe how Square has evolved based on actors in the microenvironment.In 2010, Square launched its credit-card-reading dongle for smartphones. Ever since, Square has sought to find ways to make
Describe how Square has evolved based on the forces of the macroenvironment.In 2010, Square launched its credit-card-reading dongle for smartphones. Ever since, Square has sought to find ways to make
Identify the stages of the adoption process and describe what might happen at each stage when a consumer considers a new smart phone.
Identify the five adopter groups and briefly describe each group.
The characteristics of a new product affect its rate of adoption. Identify the five characteristics that influence the rate of adoption and describe how each factor will influence the rate of
Hybrid-electric airships are slow moving, helium filled airships that compete with helicopters. While both hybrid-electric airships and helicopters can take off and land without an airport,
What are the paths to profits under the marketing concept?
Identify the two important questions a marketing manager must answer to design a winning marketing strategy. Briefly describe why the answer to each question is important.
What is consumer-generated marketing? What are the challenges associated with consumer-generated marketing?
What are the outcomes of creating superior customer value? Why should companies pay attention to these outcomes?
Explain the growing importance of digital and social media marketing.
Describe how a firm like GORE-TEX that follows the pure marketing concept might transform its marketing strategy if it shifted to the societal marketing concept.
Your manager sets a goal for your office: 100 percent satisfaction from 100 percent of customers. How would you communicate with your manager about the limitations of this goal? Describe why firms
Visit the Clorox website at www.clorox.com. Scroll to the bottom of the page and notice how Clorox is currently connecting with customers on social media platforms including Facebook, Twitter,
Go to www.facebook.com/cincinnatizoo and find posts that feature Fiona the hippo. How does the zoo’s communications team engage with Fiona’s fans?Fiona, a young hippo who was born prematurely and
What can other not-for-profit marketers learn from the Cincinnati Zoo’s use of social media to generate interest in Fiona? How does it fit with the Cincinnati Zoo’s overall social media
Patagonia’s mission realignment and its focus on counteracting the causes of global warming may seem more appropriate for a nonprofit organization than for a business. How might Patagonia’s new
How should a public firm that wants to engage in corporate social responsibility in a way that might sacrifice short-term profitability explain this decision to shareholders? Companies are
Assuming a contribution margin of 60 percent, what sales would be necessary to breakeven (that is, maintain the current total contribution) on the 12 percent across-the-board price reduction? Refer
What absolute increase and percentage increase in sales does this represent? Gillette, Proctor & Gamble’s powerhouse razor brand, is experiencing challenges from consumer trends and upstart
Describe the Buffalo Wild Wings market offering based on the concepts of needs, wants, and demands, differentiating the three.Buffalo Wild Wings has emerged as the largest pourer of draft beer, the
Discuss Buffalo Wild Wings’ success and stagnation in terms of customer perceived value.Buffalo Wild Wings has emerged as the largest pourer of draft beer, the largest server of chicken wings, and
Which of the five marketing management orientations best applies to Buffalo Wild Wings? Buffalo Wild Wings has emerged as the largest pourer of draft beer, the largest server of chicken wings,
Do you think Buffalo Wild Wings’ turnaround plan will turn things around? Why or why not?Buffalo Wild Wings has emerged as the largest pourer of draft beer, the largest server of chicken wings, and
Discuss the role marketing plays in the company-wide strategic planning process.
How does a firm evaluate and analyze its business portfolio?
What is an integrated marketing mix, and why is it important for a firm’s marketing strategy? How do the 4As relate to the 4Ps?
Why do marketers need to practice constant marketing control?
What is marketing return on investment (ROI)?
Locate the mission statements for the following organizations: (a) USAA, (b) United Airlines, (c) South Carolina State University (SC State), and (d) IKEA. Evaluate each statement
How will the market likely respond to Lush’s abandoning its social media channels?Lush Fresh Handmade Cosmetics UK sells hand-made premium beauty products such as body washes, bath bombs, and face
As Lush UK implements the change, how can it measure the effects of leaving social media on the achievement of its marketing goals?Lush Fresh Handmade Cosmetics UK sells hand-made premium beauty
Go to Yahoo! Finance (http://finance.yahoo.com/) and find the income statements for two other competing companies. Perform the same analyses for these companies that you performed for the previous
Write a market-oriented mission statement for Dyson.Dyson started out as so many storybook success stories do—by one person, in a garage, tinkering away at a product idea. In this case, it took
What are marketing intermediaries and are they important for marketers?
Identify the five major generational groups and briefly describe their impact on today’s marketing strategies.
Does Dyson have a business portfolio? Explain.Dyson started out as so many storybook success stories do—by one person, in a garage, tinkering away at a product idea. In this case, it took James
Why should marketers pay attention to geographic shifts in the U.S. population?
Is Dyson a customer-centered company? Explain.Dyson started out as so many storybook success stories do—by one person, in a garage, tinkering away at a product idea. In this case, it took James
Discuss the natural environment and the three trends that will impact future marketing plans.
Why should marketers pay close attention to the cultural environment?
Based on Dyson’s past, predict the outcome of Dyson’s future in the automotive business.Dyson started out as so many storybook success stories do—by one person, in a garage, tinkering away at a
Provide an example of how people’s views of nature might affect their food choices.

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