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Marketing An Introduction 13th Global Edition Marc Opresnik, Gary Armstrong, Philip Kotler - Solutions
3. What stands in the way of Sony’s success today?
2. What macroenvironmental factors have affected Sony’s performance during that period?
1. What microenvironmental factors have affected Sony’s performance since 2000?
5. Will Samsung be successful in achieving its goal of becoming a leader in the Internet of Things market?
4. Is Samsung’s current and future strategy customer focused?Why or why not?
3. What challenges does Samsung face with such a diverse product portfolio? What benefits?
2. In recent years, how has Samsung achieved its goals in markets where it had little presence, such as smartphones?
1. How was Samsung able to go from a copycat brand to an innovation leader?
5. With increased competition today, how can FedEx continue to be competitive?
4. Which of the five marketing management orientations best applies to FedEx?
3. Evaluate FedEx’s performance relative to customer expectations.What is the outcome of this process?
2. Describe FedEx in terms of the value it provides customers.How does FedEx engage customers?
1. Give examples of needs, wants, and demands that FedEx customers demonstrate, differentiating these three concepts.
16-19. Discuss the philosophies that might guide marketers facing ethical issues.(AACSB: Written and Oral Communication)
16-18. What is consumerism? What rights do consumers have, and why do some critics feel buyers need more protection? (AACSB: Communication)
16-17. With all its efforts to do good, can Honest Tea continue to do well? Explain.Honest Tea, the Coca-Cola brand that produced $130 million in global revenues last year, got its start because cofounder Seth Goldman didn’t like the options in the beverage coolers at convenience stores. So with
16-16. How does Honest Tea practice sustainable marketing?Honest Tea, the Coca-Cola brand that produced $130 million in global revenues last year, got its start because cofounder Seth Goldman didn’t like the options in the beverage coolers at convenience stores. So with the help of a former
16-15. List as many examples as you can showing how Honest Tea defies the common social criticisms of marketing.Honest Tea, the Coca-Cola brand that produced $130 million in global revenues last year, got its start because cofounder Seth Goldman didn’t like the options in the beverage coolers at
16-14. How many dozen eggs does a conventional farmer need to sell to break even? How many does an organic farmer need to sell to break even? (AACSB: Communication;Analytical Reasoning)Kroger, the country’s leading grocery-only chain, added a line of private-label organic and natural foods call
16-13. Most large egg farmers sell eggs directly to retailers.Using Kroger’s prices, what is the farmer’s price per dozen to the retailer for conventional and organic eggs if Kroger’s margin is 20 percent based on its retail price?(AACSB: Communication; Analytical Reasoning)Kroger, the
16-12. Low-income consumers often don’t have bank accounts and credit cards. Describe how some financial institutions are trying to meet the needs of these “unbanked”consumers. (AACSB: Communication; Reflective Thinking)Kmart offers a lease-to-own program targeted to low-income consumers and
16-11. Are Sears and Kmart exploiting disadvantaged consumers?Explain why or why not. (AACSB: Communication;Ethical Reasoning)Kmart offers a lease-to-own program targeted to low-income consumers and is taking some heat over it. Rent-to-own is not new—chains such as Aaron’s and Rent-A-Center
16-10. Come up with creative ways marketers can reach this demographic on Facebook without alienating parents.(AACSB: Communication; Reflective Thinking)Facebook changed its policy and now allows teens’ posts to become public. Before the change, Facebook would allow 13-to 17-year-old users’
16-9. Is Facebook acting responsibly or merely trying to monetize kids as critics claim? (AACSB: Communication;Ethical Reasoning)Facebook changed its policy and now allows teens’ posts to become public. Before the change, Facebook would allow 13-to 17-year-old users’ posts to be seen only by
16-7. Deceptive advertising hurts consumers and competitors alike, and the Federal Trade Commission has stepped up efforts to combat it. Discuss a recent example of deceptive advertising investigated by the FTC and one investigated by the industry self-regulatory body, the National Advertising
16-6. The chapter discusses McDonald’s responses to social responsibility criticisms. Find other examples of how marketers have responded to social criticisms of their products or marketing practices. (AACSB: Communication;Reflective Thinking)
16-5. What is environmentalism? Why is this a starting point in terms of sustainability for businesses? (AACSB:Communication)
Communication)16-4. How can marketing practices create barriers to entry that potentially harm other firms? Are these barriers helpful or harmful to consumers? (AACSB: Communication;Reflective Thinking)
16-3. How can marketing be criticized in terms of its negative impact on competitors and competition? (AACSB:
16-2. What is planned obsolescence? How do marketers respond to this criticism? (AACSB: Communication;Reflective Thinking)
16-1. What is sustainable marketing? Explain how the sustainable marketing concept differs from the marketing concept and the societal marketing concept. (AASCB:Communication)
15-18. Visit www.ikea.com and compare a catalog from one country to that of another. Note the prices of some of the products. Convert some of the foreign prices to U.S. dollars and compare them to the prices in the U.S.catalog. Are the prices equivalent? Are they consistently higher or
15-17. What is the World Trade Organization? What is its purpose, and what has it accomplished? (AACSB: Communication)
15-16. Which factors in the global marketing environment have challenged Monster’s global marketing activities most? How has Monster met those challenges?Monster.com is one of the most visited employment sites in the United States and one of the largest in the world. Now a part of parent company
15-15. Which of the five strategies for adapting products and promotion for global markets does Monster employ?Monster.com is one of the most visited employment sites in the United States and one of the largest in the world. Now a part of parent company Monster Worldwide, Monster.com pioneered job
15-14. Calculate the market sales potential using the current exchange rate between euros and U.S. dollars (see www.xe.com/currencyconverter/). Is the dollar currently strong or weak compared with the euro? Why are U.S.-based international companies concerned when the U.S. dollar is strong compared
15-13. Refer to Appendix 3: Marketing by the Numbers to calculatethe annual market sales potential for Spain in euros and U.S. dollars. There are 18,217,300 television households in Spain, with 75 percent having high-speed Internet. Assume 50 percent of the households are willing and able to
15-12. Discuss world organizations that assist companies in developing and abiding by global standards to protect consumers worldwide. (AACSB: Communication; Reflective Thinking)India is home to some of the world’s deadliest roads. However, international automobile makers do not provide standard
15-11. Is it right for manufacturers to include product safety features that are known to save lives in countries that require them but not to include such features in a country where they are not specifically required? (AACSB:Communication; Ethical Reasoning)India is home to some of the world’s
15-10. Suggest the best ways companies such as eBay and Amazon can enter this market. (AACSB: Communication;Reflective Thinking)Russia is emerging as the next big e-commerce frontier with a population of 143 million, 70 million of whom are Internet users. Although online sales in Russia are not has
15-9. What types of barriers are present in Russia that might slow the expansion of international e-commerce there?(AACSB: Communication; Reflective Thinking)Russia is emerging as the next big e-commerce frontier with a population of 143 million, 70 million of whom are Internet users. Although
15-8. One way to analyze the cultural differences among countries is to conduct a Hofstede analysis. Visit www.geert-hofstede.com/ to learn what this analysis involves.Develop a presentation explaining how three countries of your choice differ from the United States. (AACSB:Communication; Use of
15-7. In a small group, identify and research an environmental threat—such as a regulatory threat, a cultural threat, or and economic threat—posed to global marketers.Analyze the issues related to this threat, discuss how affected companies are reacting, and make recommendations regarding how
15-6. Visit www.transparency.org and find the most recent Corruption Perceptions Index (CPI) report. What is the most recent CPI for the following countries: Argentina, Denmark, Jamaica, Myanmar, New Zealand, Somali, and the United States? What are the implications of this index for U.S.-based
15-5. Explain what is meant by a whole-channel view and why it is important in international marketing. (AACSB:Communication; Reflective Thinking)
15-4. Name and describe the four types of joint ventures as methods for entering another country. How does joint venturing differ from other methods of entering a foreign market? (AACSB: Communication; Reflective Thinking)
15-3. What factors do companies consider when deciding on possible global markets to enter? (AACSB: Communication;Reflective Thinking)
15-2. Explain what is meant by licensing as a means of entering a market. (AACSB: Communication)
15-1. Explain what a business should look at when considering the potential of a foreign market. (AACSB: Communication)
16-5 explain the role of ethics in marketing.Marketing Ethics (538–541); The Sustainable Company (541)
16-4 Describe the principles of sustainable marketing. Business Actions Toward Sustainable Marketing(534–538)
16-3 Define consumerism and environmentalism and explain how they affect marketing strategies.Consumer Actions to Promote Sustainable Marketing (527–534)
16-2 identify the major social criticisms of marketing. Social Criticisms of Marketing (520–527)
16-1 Define sustainable marketing and discuss its importance. Sustainable Marketing (518–520)
15-4 identify the three major forms of international marketing organization. Deciding on the Global Marketing Organization (511)
15-3 explain how companies adapt their marketing strategies and mixes for international markets.Deciding on the Global Marketing Program (503–510)
15-2 Describe three key approaches to entering international markets. Deciding How to Enter the Market (500–503)
15-1 Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions. Global Marketing Today (488–490); Looking at the Global Marketing Environment (490–498); Deciding Whether to Go Global (498);
14-19. Review the FTC’s guidelines on disclosure in online, social media, and mobile advertisements at www.ftc.gov/os/2013/03/130312dotcomdisclosures.pdf.Will the FTC’s requirements regarding ads and endorsements make Twitter less effective as an advertising medium?
14-18. Compare and contrast a marketing Web site and a branded community Web site. (AACSB: Communication)
14-17. In addition to its direct-to-consumer distribution and promotional efforts, what is essential to the success of Nutrisystem?You’ve probably heard of Nutrisystem, a company that produced $800 million in revenues last year by selling weight-loss products.What started as a small effort based
14-16. What advantages does Nutrisystem’s marketing campaign have over selling through intermediary channels?You’ve probably heard of Nutrisystem, a company that produced$800 million in revenues last year by selling weight-loss products.What started as a small effort based on an e-commerce
14-15. In what different ways does Nutrisystem engage in direct marketing?You’ve probably heard of Nutrisystem, a company that produced$800 million in revenues last year by selling weight-loss products.What started as a small effort based on an e-commerce marketing plan has evolved into a
14-14. Should all companies consider reducing their sales forces in favor of telemarketing? Discuss the pros and cons of this action. (AACSB: Communication; Reflective Thinking)
14-13. Refer to Appendix 3: Marketing by the Numbers to determine the marketing return on sales (marketing ROS) and return on marketing investment (marketing ROI) for company A and company B in the chart below. Which company is performing better? Explain.(AACSB: Communication; Analytical Reasoning;
14-10. Mobile marketing can be confusing for a small business owner. Develop a presentation to present to small business owners that describes mobile marketing, its advantages and disadvantages, and examples of how small businesses are using mobile marketing. (AACSB:Communication; Reflective
14-9. What local businesses in your community are using online, social media, or mobile marketing? Interview the owner or manager of one of the businesses to learn how it uses these and discuss extent of their satisfaction with them. (AACSB: Communication; Reflective Thinking)By 2016, the value of
14-8. Although mobile advertising makes up a small percentage of online advertising, it is one of the fastest- growing advertising channels. But one obstacle is measuring return on investment in mobile advertising. How are marketers doing so? Develop a presentation suggesting metrics marketers
14-7. Review the Telephone Consumer Protection Act and discuss a recent case in which a marketer was fined for violating the act. (AACSB: Communication; Use of IT;Reflective Thinking)
14-6. Choose a product or service that is unique to your own country or region. Design and deliver a short DRTV sales piece to promote it and create sales. (AACSB:Written and Oral Communication; Reflective Thinking)
14-5. What is phishing, and how does it affect Internet marketing?(AACSB: Communication; Reflective Thinking)
14-4. What types of direct marketing are used in your country?(AACSB: Written and Oral Communication)
14-3. Discuss the advantages and challenges of social media marketing. (AASCB: Communication)
14-2. What are blogs, and how are marketers using them to market their products and services? What advantages and disadvantages do blogs pose for marketers? (AACSB:Communication)
14-1. List and briefly describe the various forms of traditional direct marketing approaches. (AACSB: Communication)
13-19. What is team selling, and why has it become more important? Are there any pitfalls to this approach? (AACSB: Communication; Reflective Thinking)
13-18. What is social selling, and how is it affecting the sales function in organizations?(AACSB: Communication; Reflective Thinking)
13-17. Can First Flavor successfully in pursue consumer product opportunities in addition to its promotional services?Explain.First Flavor is a start-up company with a unique product. It manufactures great-tasting edible film that can replicate the flavor of just about anything, from an
13-16. Brainstorm a list of the ways that First Flavor’s edible film might be used to sample products.First Flavor is a start-up company with a unique product. It manufactures great-tasting edible film that can replicate the flavor of just about anything, from an eight-topping pizza to an
13-15. Classify First Flavor’s core business as a sales promotion element.First Flavor is a start-up company with a unique product. It manufactures great-tasting edible film that can replicate the flavor of just about anything, from an eight-topping pizza to an alcoholic beverage. If you’re
13-14. At what level of sales would it be more cost efficient for Wheels to use to sales agents compared with its own sales force? To determine this, consider the fixed and variable costs for each alternative. What are the pros and cons of using a company’s own sales force versus independent
13-13. Refer to Appendix 3 to answer this question. Determine the number of salespeople Wheels needs if it has 1,000 bicycle shop accounts that need to be called on four times per year. Each sales call lasts approximately 2.5 hours, and each sales rep has approximately 1,250 hours per year to
13-12. Learn about the Physician Payment Sunshine Act. Search Pro Publica’s “Dollars for Docs” database (http://projects.propublica.org/docdollars/) for local physicians to see if they have received payments from pharmaceutical companies. Search the government’s Web site
13-11. Is it wrong for pharmaceutical companies to explain the benefits of their products to physicians this way? Suggest other alternatives for reaching doctors to inform them of the benefits of a company’s products. (AACSB: Communication;Ethical Reasoning; Reflective Thinking)The pharmaceutical
13-10. The profitable growth potential for SnipSnap is in the enterprise market where it provides mobile promotion services to retailers. SnipSnap is working with retailers to create and manage geo-conquesting campaigns. Research what this is and create a presentation explaining how it works.
13-9. Research other types of apps that rely on smartphone cameras to redeem a sales promotion offer. Explain how they work and how they are similar to and different from SnipSnap. (AACSB: Communication; Use of IT; Reflective Thinking)More than 300 billion coupons are distributed each year, with
13-8. In a small group, design a sales promotion campaign using online, social media, and mobile marketing for a small business or organization in your community.Develop a presentation to pitch your campaign to the business or organization and incorporate what you’ve learned about the selling
13-7. How are sales dealt with in your country? Are the majority of them handled face-to-face, or is there a growing trend toward distance selling in the form of telephone sales and other methods? (AACSB: Written and Oral Communication; Reflective Thinking)
13-6. There are considerable free sales training resources available on the Internet. Search “free sales training”to find some of these resources and access one of them. Create a presentation highlighting what you learned. (AACSB: Communication; Use of IT; Reflective Thinking)
13-5. Discuss why a business may need to develop and use different types of consumer promotion tools. Identify and describe them. (AACSB: Communication)
13-4. Define sales promotion and discuss its objectives.(AACSB: Communication)
13-3. Name and describe the four sales compensation elements.What are the various compensation combinations, and how can they be used to achieve the company’s marketing objectives? (AACSB: Communication; Reflective Thinking)
13-2. What traits and behaviors should an ethical salesperson possess? What role does the sales manager play in ethical selling behavior? (AACSB: Ethical Understanding and Reasoning)
13-1. Describe the roles that a salesperson and the sales force perform in marketing. (AASCB: Communication;Reflective Thinking)
14-5 identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing. Traditional Direct Marketing Forms (475–479); Public Policy Issues in Direct and Digital Marketing (479–481)
14-4 Discuss how companies use social media and mobile marketing to engage consumers and create brand community. Social Media Marketing (467–471);Mobile Marketing (471–475)
14-3 explain how companies have responded to the internet and the digital age with various online marketing strategies. Marketing, the Internet, and the Digital Age (461–462); Online Marketing (462–467)
14-2 identify and discuss the major forms of direct and digital marketing. Forms of Direct and Digital Marketing (460–461); Digital and Social Media Marketing (461)
14-1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Direct and Digital Marketing (458–460)
12-19. Discuss the major advertising objectives and describe an advertisement that is attempting to achieve each objective. (AACSB: Written and Oral Communication;Reflective Thinking)
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