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Marketing The Core 9th Edition Roger A. Kerin - Solutions
A misprint in an advertisement is an example of ________________. lop857
A difficulty for U.S. companies advertising in international markets is that the audience does not share the same _________________. lop857
What six elements are required for communication to occur? lop857
What are the four main types of consumer products?? LOP85
Explain the purposes of each step of the new-product development process.? LOP85
Describe the factors contributing to the success or failure of a new product or service.? LOP85
Explain the significance of “newness” in new products and services as it relates to the degree of consumer learning involved.? LOP85
Describe four unique elements of services.? LOP85
Identify the ways in which consumer and business products and services can be classified.? LOP85
Recognize the various terms that pertain to products and services.? LOP85
what three or four countries meet these criteria best, and (c) what are some marketing actions Prince might use to reach these markets?? LOP85
In reaching global markets outside the United States (a) what are some criteria that Prince should use to select countries in which to market aggressively, (b)? LOP85
What might Prince do to gain distribution and sales in (a) mass merchandisers like Target and Walmart and (b) specialty tennis shops?? LOP85
What are the four I’s of services?? LOP85
What is the difference between a product line and a product mix?? LOP85
What kind of innovation would an improved electric toothbrush be?? LOP85
What are the points of difference, or unique attributes, for GoPro products?? LOP85
What is the commercialization of a new product?? LOP85
What is a test market, and what are the three kinds?? LOP85
How does the development stage of the new-product development process involve testing the product inside and outside the firm?? LOP85
How do internal and external screening and evaluation approaches differ?? LOP85
What are the main sources of new-product ideas?? LOP85
What is the new-product strategy development stage in the new-product development process?? LOP85
What marketing metric might you use to assess the effectiveness of a new-product program?? LOP85
Why can an “insignificant point of difference” lead to new-product failure?? LOP85
What are GoPro’s primary target markets? How does content marketing influence these markets?? LOP85
What promotional activities might Prince use to reach (a) recreational players and (b) junior players?? LOP85
What factor is estimated or measured for each of the cells in a marketproduct grid?? LOP85
What is the difference between the demographic and behavioral bases of market segmentation?? LOP85
The process of segmenting and targeting markets is a bridge between which two marketing activities?? LOP85
In terms of market segments and products, what are the three market segmentation strategies?? LOP85
Market segmentation involves aggregating prospective buyers into groups that have two key characteristics. What are they?? LOP85
Explain how marketing managers position products in the marketplace.? LOP85
Develop a market-product grid to identify a target market and recommend resulting marketing actions.? LOP85
Recognize the bases used to segment consumer and organizational(business) markets.? LOP85
Identify the five steps involved in segmenting and targeting markets.? LOP85
What are some criteria used to decide which segments to choose for targets?? LOP85
How are marketing and product synergies different in a market-product grid?? LOP85
What is the difference between product positioning and product repositioning?? LOP85
Because sales of Prince Sports in tennis-related products depend heavily on growth of the tennis industry, what marketing activities might it use in the United States to promote tennis playing?? LOP85
In the 21st century, what trends in the environmental forces (social, economic, technological, competitive, and regulatory) (a) work for and (b) work against success for Prince Sports in the tennis industry?? LOP85
Locate these drinks on the perceptual map in Figure 8–8: (a) cappuccino, (b)beer, and (c) soy milk.? LOP85
Suppose you want to increase revenues for your fast-food restaurant even further. Referring to Figure 8–7, what advertising actions might you take to increase revenues from (a) dormitory students, (b) dinners, and (c) after-dinner snacks consumed by night commuter students?? LOP85
You may disagree with the estimates of market size given for the rows in the market-product grid in Figure 8–6. Estimate the market size, and give a brief justification for these market segments: (a) dormitory students, (b) day commuters, and (c) people who work in the area.? LOP85
In Figure 8–6, the dormitory market segment includes students living in college-owned residence halls, sororities, and fraternities. What market needs are common to these students that justify combining them into a single segment in studying the market for your Wendy’s restaurant?? LOP85
What variables might be used to segment these industrial markets? (a) cleaning supplies, (b) photocopiers, (c) production control systems, and (d) car rental agencies.? LOP85
What variables might be used to segment these consumer markets? (a)smartphones, (b) frozen pizzas, (c) breakfast cereals, and (d) soft drinks.? LOP85
Why do marketers use perceptual maps in product positioning decisions?? LOP85
Explain what market segmentation is and when to use it.? LOP85
Describe the new-product development process used at GoPro. What are the similarities and differences to the process described in Figure 9–4?? LOP85
Why will logistics and supply chain management play an important role in the future success of Amazon.com?? LOP85
Explain what supply chain and logistics management are and how they relate to marketing strategy.? LOP85
Describe factors that marketing executives consider when selecting and managing a marketing channel, including legal restrictions.? LOP85
Distinguish among traditional marketing channels, digital marketing channels, and different types of vertical marketing systems.? LOP85
Explain what is meant by a marketing channel of distribution and why intermediaries are needed.? LOP85
What is the difference between an EDLP retailer and a high-low retailer? Why does Carmex charge them different prices?? LOP85 Conduct an online search of lip balm products and compare the price of a Carmex product with three similar products from competitors. How do you think the competitors are
Should cost be a factor in Carmex’s prices? What do you think is a reasonable markup for Carmex and for its retailers?? LOP85
Why do many Carmex product prices end in 9? What type of pricing is this called? What should happen to demand when this approach is used?? LOP85
Which of the four approaches to setting a price does Carmex use for its products? Should one approach be used exclusively?? LOP85
What would be your response to the statement “Profit maximization is the only legitimate pricing objective for the firm”?? LOP85
What are some similarities and differences between skimming pricing, prestige pricing, and above-market pricing?? LOP85
Under what conditions would a camera manufacturer adopt a skimming price approach for a new product? A penetration approach?? LOP85
What is the difference between a direct and an indirect channel?? LOP85
Why are channels for business products typically shorter than channels for consumer products?? LOP85
What systems did Amazon develop to improve the flow of products from suppliers to Amazon fulfillment centers? What systems improved the flow of orders from the fulfillment centers to customers?? LOP85
How do Amazon.com’s logistics and supply chain management activities help the company create value for its customers?? LOP85
List the customer service factors that would be vital to buyers in the following types of companies: (a) manufacturing, (b) retailing, (c) hospitals, and (d)construction.? LOP85
How does the channel captain idea differ among corporate, administered, and contractual vertical marketing systems with particular reference to the use of the different forms of influence available to firms?? LOP85
What type of channel conflict is likely to be caused by dual distribution, and what type of conflict can be reduced by direct distribution? Why?? LOP85
A distributor for Celanese Chemical Company stores large quantities of chemicals, blends these chemicals to satisfy the requests of customers, and delivers the blends to a customer's warehouse within 24 hours of receiving an order. What utilities does this distributor provide?? LOP85
A manager’s key task is to balance which four customer service factors against which six logistics cost factors?? LOP85
The choice of a supply chain involves what three steps?? LOP85
What is the principal difference between a marketing channel and a supply chain?? LOP85
What are the three questions marketing executives consider when choosing a marketing channel and intermediaries?What are the three degrees of distribution density?? LOP85
What is the principal distinction between a corporate vertical marketing system and an administered vertical marketing system?? LOP85
How would the price equation apply to the purchase price of (a) gasoline, (b)an airline ticket, and (c) a checking account?? LOP85
Which of the eight reasons for new-product failure did GoPro avoid to ensure the success of its products?? LOP85
Explain the role of packaging in terms of perception.? LOP85
What is the difference between a line extension and a brand extension?? LOP85
Explain the difference between trading up and trading down in product repositioning.? LOP85
What does “creating a new use situation” mean in managing a product’s life cycle?? LOP85
How does a product manager manage a product’s life cycle?? LOP85
What are the five categories of product adopters in the diffusion of innovations?? LOP85
How do high-learning and low-learning products differ?? LOP85
Advertising plays a major role in the __________ stage of the product life cycle, and __________ plays a major role in the maturity stage.? LOP85
Recognize how the four Ps framework is expanded in the marketing of services.? LOP85
Describe the role of packaging and labeling in the marketing of a product.? LOP85
Recognize the importance of branding and alternative branding strategies.? LOP85
Explain the product life-cycle concept.? LOP85
How do service businesses use off-peak pricing?? LOP85
What is a break-even point?? LOP85
What is the difference between fixed costs and variable costs?? LOP85
Price elasticity of demand is ___________________________.? LOP85
What three key factors are necessary when estimating consumer demand?? LOP85
Recognize the objectives a firm has in setting prices and the constraints that restrict the range of prices a firm can charge.Describe the steps taken in setting a final price.? LOP85
Explain the role of costs in pricing decisions and describe how combinations of price, fixed cost, and unit variable cost affect a firm’s break-even point.? LOP85
Explain what a demand curve is and the role of revenues in pricing decisions.? LOP85
Describe the nature and importance of pricing and the approaches used to select an approximate price level.? LOP85
Describe the branding strategies used by Hormel and how Justin’s products fit into the Hormel product line.? LOP85
What roles are served by the brand managers and master brand managers of Justin’s products and brands?? LOP85
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