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Marketing An Introduction 13th Global Edition Marc Opresnik, Gary Armstrong, Philip Kotler - Solutions
12-18. Name and describe the various execution styles for presenting messages and provide an example of each style different from the ones in the chapter.(AACSB: Communication)
12-17. Is this Kmart ad effective? Explain.On the heels of its wildly popular “Ship My Pants” ads, Kmart struck again with an ad that was considered hilarious by some, offensive by others, and a stroke of genius by advertising critics.Its latest ad, “Big Gas Savings,” was launched on
12-16. Why did Kmart choose to air this video on YouTube?On the heels of its wildly popular “Ship My Pants” ads, Kmart struck again with an ad that was considered hilarious by some, offensive by others, and a stroke of genius by advertising critics.Its latest ad, “Big Gas Savings,” was
12-15. What is the advertising message in the Kmart “Big Gas Savings” ad?On the heels of its wildly popular “Ship My Pants” ads, Kmart struck again with an ad that was considered hilarious by some, offensive by others, and a stroke of genius by advertising critics.Its latest ad, “Big Gas
12-14. How much would GEICO budget if the company based its advertising spending on the industry advertising-tosales ratio? Is GEICO consistent with average industry ad spending? (AACSB: Communication; Analytical Reasoning; Reflective Thinking)Using the percent-of-sales method, an advertiser sets
12-13. If GEICO projects $19 billion in sales next year, using the percentage-of-sales method of advertising budgeting, how much will the company budget for advertising if basing it on projected sales? (AACSB: Communication;Analytical Reasoning; Reflective Thinking)Using the percent-of-sales
12-12. Create a presentation on the publicity Amazon received as a result of the 60 Minutes interview and continues to receive over drone delivery. Would you judge this campaign a success or failure? (AACSB: Communication;Use of IT; Reflective Thinking)On the eve of the biggest e-commerce shopping
12-11. Watch the 60 Minutes interview at www.cbsnews.com/news/amazons-jeff-bezos-looks-to-the-future/. Is it ethical for companies to use the media in this way to gain favorable exposure? Did Jeff Bezos acknowledge the fact that drones were not feasible at the time of the interview?(AACSB:
12-10. Debate whether the FTC’s current regulations and guidelines regarding online advertising are adequate for this nature of advertising promotions. Will the FTC likely issue new guidelines or regulations? (AACSB Communication; Reflective Thinking)Marketers have always advertised in
12-9. Find examples of native advertising on various publishers’Web and mobile sites. Create a presentation with screenshots showing the content and how it is identified.Has the content been shared with others via social media? (AACSB: Communication; Use of IT)Marketers have always advertised in
12-8. The Public Relations Society of America (PRSA)awards the best public relations campaigns with Silver Anvil Awards. Visit www.prsa.org/Awards/Search and review several case reports on previous winners. What does the field of public relations encompass? Write a report on one of the award
12-7. Find three examples of advertisements that incorporate socially responsible marketing in their messages.Some companies are criticized for exploiting social issues or organizations by promoting them for their own gain. Do the examples you found do that? Explain.(AACSB: Communication; Ethical
12-6. Marketers use Q Scores to determine a celebrity’s appeal to their target audience. Research Q Scores and write a report on a specific celebrity’s Q Score for the past several years. If the score changed considerably, what could be the reason? What other types of Q Scores are there besides
12-5. Discuss the major public relations tools and the roles played by the Internet and social media. (AACSB:Communication)
12-4. What are the role and functions of public relations within an organization? (AACSB: Communication)
12-3. Compare and contrast push and pull promotion strategies and discuss the factors marketers consider when deciding which one to use. (AACSB: Communication;Reflective Thinking)
12-2. Why is there a need for advertisers to use more specialized and highly targeted media and content? (AACSB:Communication; Reflective Thinking)
12-1. Identify the promotion mix tools used for immediate response from customers. (AACSB: Communication)
13-4 explain how sales promotion campaigns are developed and implemented. Sales Promotion (445–452)
13-3 Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. The Personal Selling Process (442–445)
13-2 identify and explain the six major sales force management steps. Managing the Sales Force (430–438);Social Selling: Online, Mobile, and Social Media Tools (438–441)
13-1 Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. Personal Selling (428–430)
11-19. The atmosphere in a retail store is carefully crafted to influence shoppers.Select a retailer that has both a physical store and an online store. Describe the elements of the physical store’s atmosphere, such as the colors, lighting, music, scents, and décor. What image is the store’s
11-18. Describe the types of shopping centers and identify specific examples in your community or a nearby city. (AACSB: Communication; Reflective Thinking)
11-17. Discuss what will be the ultimate effects of this Kmart campaign.Once the leader in discount retailing, Kmart long ago took a back seat to Walmart, Target, and others discount chains. But recent efforts to provide value to customers through innovation show that the veteran retailer may still
11-16. What kind of customer does the “Ship My Pants” campaign target? How is this significant?Once the leader in discount retailing, Kmart long ago took a back seat to Walmart, Target, and others discount chains. But recent efforts to provide value to customers through innovation show that the
11-15. Consider the retail marketing mix. How did Kmart differentiate itself from other retailers with its free shipping program?Once the leader in discount retailing, Kmart long ago took a back seat to Walmart, Target, and others discount chains. But recent efforts to provide value to customers
11-14. If the business has a cost of goods sold of $210,000, what is the stock turnover ratio? Is this a good or bad ratio in your opinion? (AACSB: Communication; Reflective Thinking)Stock Turnover is a way to measure stock performance. It is an indication of the number of times the stock has been
11-13. Refer to Appendix 2, Marketing by the Numbers, and determine the average stock of a business with an opening stock of $24,000 and a closing stock of $36,000.(AACSB: Communication; Analytical Reasoning)Stock Turnover is a way to measure stock performance. It is an indication of the number of
11-12. Is it smart for Target to create such shopping frenzies even though some customers are dissatisfied? Explain why or why not. (AACSB: Communication; Reflective Thinking)The Lilly Pulitzer brand of brightly colored dresses and resortthemed designer items is the uniform of the preppy, Palm
11-11. Is it ethical for retailers to create a promotion but not have sufficient merchandise for all shoppers who want to buy the items? (AACSB: Communication; Ethical Reasoning)The Lilly Pulitzer brand of brightly colored dresses and resortthemed designer items is the uniform of the preppy, Palm
11-10. Create a presentation to give to local retailers explaining how they can effectively use online, mobile, and social media marketing to engage customers and enhance their business. (AACSB: Communication;Reflective Thinking)Small businesses often need to come up with a unique angle to attract
11-9. Find an example of a local retailer in your community that uses online, mobile, and social media marketing.Interview the owner of the store or restaurant and ask about the challenges and successes they’ve experienced when implementing this strategy. (AACSB:Communication; Use of IT;
11-8. Identify a retailer that is currently struggling. Discuss why it is having difficulties and suggest ways to turn things around. (AACSB: Communication; Reflective Thinking)
11-7. Visit a local mall and evaluate five stores. What type of retailer is each of these stores? What is the target market for each? How is each store positioned? Do the retail atmospherics of each store enhance this positioning effectively to attract and satisfy the target market?(AACSB:
11-6. In a small group, present a plan for a new retail store.Who is the target market? Describe the merchandise, atmospherics, price points, services provided, location, and how you would promote your retail store. Describe how you will differentiate your store from competitors.(AACSB:
11-5. Compare and contrast brokers and agents with merchant wholesalers. (AACSB: Communication; Reflective Thinking)
11-4. Name and describe the three major groups of wholesalers.(AACSB: Communication; Reflective Thinking)
11-3. What is meant by the term retail marketing mix, and what does it involve that is specific to retailing? (AACSB:Communication)
11-2. Explain how the mix of different retailer types is changing.What are the trends moving toward? (AACSB: Communication;Reflective Thinking)
11-1. Define the essential nature of retailing and describe its function and role. (AACSB: Communication)
12-4 explain how companies use public relations to communicate with their publics. Public Relations(420–422)
12-3 Describe and discuss the major decisions involved in developing an advertising program.Advertising (403–420)
12-2 Discuss the changing communications landscape and the need for integrated marketing communications.Integrated Marketing Communications (395–402)
12-1 Define the five promotion mix tools for communicating customer value. The Promotion Mix(394–395)
10-19. Should retailers be responsible for safety conditions in garment supplier factories in other countries? Discuss. (AACSB: Written and Oral Communication;Reflective Thinking; Ethical Understanding and Reasoning)
10-18. Why does channel conflict occur? Name and describe the various types of channel conflict. (AACSB: Communication)
10-17. Discuss the various ways that Progressive has had an impact on the insurance industry.Progressive has attained top-tier status in the insurance industry by focusing on innovation. Progressive was the first company to offer drive-in claims service, installment payment of premiums, and 24/7
10-16. Using the model of consumer and business channels found in the chapter, sketch out as many channels for Progressive as you can. How does each of these channels meet distinct customer needs?Progressive has attained top-tier status in the insurance industry by focusing on innovation.
10-15. Apply the concept of the supply chain to Progressive.Progressive has attained top-tier status in the insurance industry by focusing on innovation. Progressive was the first company to offer drive-in claims service, installment payment of premiums, and 24/7 customer service. But perhaps
10-14. How many new retail accounts must the company acquire to break even on this tactic? What average number of accounts must each new rep acquire? (AACSB:Communication; Analytical Reasoning)Tyson Foods is the largest U.S. beef and chicken supplier, processing more than 100,000 head of cattle and
10-13. If Tyson’s contribution margin is 30 percent on this product, what increase in sales will it need to break even on the increase in fixed costs to hire the new sales reps?(AACSB: Communication; Analytical Reasoning)Tyson Foods is the largest U.S. beef and chicken supplier, processing more
10-12. Should ethical sourcing be the default standard for all businesses? (AACSB: Communication; Reflective Thinking; Ethical Reasoning)Lush, the fresh cosmetics company, was launched in 1995. The team behind the new business had designed many of the most successful body shop products. In less
10-11. Write a brief report on a business of your choice that exclusively uses ethical sourcing. What are the criteria that are being used to establish the ethical standards they operate?(AACSB: Communication; Reflective Thinking)Lush, the fresh cosmetics company, was launched in 1995. The team
10-10. What other industries’ channels of distribution have been affected dramatically by online, mobile, and social media? (AACSB: Communication; Reflective Thinking)Do you think that you have what it takes to write a bestselling novel? In the past, authors had to go through traditional
10-9. Visit a self-publishing site such as Amazon’s Kindle Direct (https://kdp.amazon.com) and create a presentation to give to aspiring authors about distributing their works this way. (AACSB: Communication; Use of IT;Reflective Thinking)Do you think that you have what it takes to write a
10-8. Although most big companies love to make and sell their products, many loathe the associated logistics. They dislike the bundling, loading, unloading, sorting, storing, reloading, transporting, customs clearing, and tracking.What advantages are there to businesses in using thirdparty
10-7. Form a small group and research the distribution challenges faced by companies expanding into emerging international markets such as China, Africa, and India.Develop a multimedia presentation on how one company overcame these challenges. (AACSB: Communication;Reflective Thinking; Use of IT)
10-6. The most common type of contractual vertical marketing system is the franchise organization. Visit the International Franchise Association at www.franchise.org and find a franchise that interests you. Write a report describing the franchise. Identify what type of franchise it represents and
10-5. What are third-party logistics providers, and why do companies use them? (AACSB: Communication)
10-4. List and briefly describe the major logistics functions.Provide an example of a decision a logistics manager would make for each major function. (AACSB: Communication;Reflective Thinking)
10-3. Name and describe the three strategies available when determining the number of marketing intermediaries.(AACSB: Communication; Reflective Thinking)
10-2. Compare direct marketing channels and indirect marketing channels. Name the various types of resellers in marketing channels. (AACSB: Communication)
10-1. Compare and contrast upstream and downstream partners in a company’s supply chain. Explain why value delivery network might be a better term to use than supply chain. (AACSB: Communication)
11-4 explain the major types of wholesalers and their marketing decisions. Wholesaling (383–388)
11-3 Discuss the major trends and developments in retailing. Retailing Trends and Developments(376–382)
11-2 Describe the major retailer marketing decisions. Retailer Marketing Decisions (369–376)
11-1 explain the role of retailers in the distribution channel and describe the major types of retailers. Retailing (362–368)
9-19. Compare and contrast fixed costs and variable costs and discuss their importance in setting prices. (AACSB: Written and Oral Communication; Reflective Thinking)
9-18. Describe the cost-plus pricing method and discuss why marketers use it even if it is not the best method for setting prices. (AACSB: Communication)
9-17. What are the possible negative outcomes of employing a discount menu strategy?Fast-food chains are locked in a fierce battle that has them practically giving food away. McDonald’s, Wendy’s, Burger King, and others are constantly trying to lure customers at the low end of the price
9-16. Discuss why a restaurant chain might employ a discount menu as a pricing option.Fast-food chains are locked in a fierce battle that has them practically giving food away. McDonald’s, Wendy’s, Burger King, and others are constantly trying to lure customers at the low end of the price
9-15. Can discount menu strategies like those featured in the video be classified as “value pricing”? Explain.Fast-food chains are locked in a fierce battle that has them practically giving food away. McDonald’s, Wendy’s, Burger King, and others are constantly trying to lure customers at
9-14. By what percentage must costs decrease if A&F wants to maintain the gross margin percentage of 60 percent?(AACSB: Communication; Analytical Reasoning)Abercrombie & Fitch, once the favorite of loyal teens, is considering lowering prices on all items it sells in an effort to win them back after
9-13. Assuming A&F’s gross profit margin is 60 percent and cost of goods sold represents the only variable cost, by how much must sales increase to maintain the same gross profit margin in terms of absolute dollars if A&F lowers prices by 10 percent? (AACSB: Communication;Analytical
9-12. Is this similar to the “freemium” model used by many U.S. game producers? Explain the “freemium” model and discuss examples of games that use this model.(AACSB: Communication; Reflective Thinking; Ethical Reasoning)Consumers love to play games on their mobile devices, and Japanese
9-11. Is it ethical for game producers to use game-playing data to encourage consumers to spend more? Explain why or why not. (AACSB: Communication; Ethical Reasoning)Consumers love to play games on their mobile devices, and Japanese consumers seem to be the most passionate. Mobile game publishers
9-10. Camel is not the only Amazon tracking or online pricetracking application. Find and describe an example of another online price-tracking tool for consumers.(AACSB: Communication; Use of IT)Got your eye on a new 32-inch Samsung television? Well, you better not purchase it in
9-9. Go to http://us.camelcamelcamel.com/ and set up a free account. Track 10 products that interest you. Did any of the products reach your desired price? Write a report on the usefulness of this type of app for consumers.(AACSB: Communication; Use of IT)Got your eye on a new 32-inch Samsung
9-8. Bridgestone Corporation, the world’s largest tire and rubber producer, recently agreed to plead guilty to pricefixing along with 25 other automotive suppliers. What is price-fixing? Discuss other recent examples of pricefixing.(AACSB: Communication; Reflective Thinking)
9-7. In a small group, research the legal requirements regarding orders resulting from an online pricing mistake. Must sellers honor such orders? Write a report of what you learned.Then describe an example of an online pricing glitch and summarize what the company did to respond to the
9-6. If you’ve ever traveled to another country, such as Germany, you may have noticed that the price on a product is the total amount you actually pay when you check out. That is, no sales tax is added to the purchase price at the checkout as it is in the United States. That is because many
9-5. Compare and contrast price discounts and allowances, describing the types of each. (AACSB: Communication)
9-4. Name and describe the two broad new product pricing strategies. When would each be appropriate? (AACSB:Communication)
9-3. What is captive-product pricing? What is this pricing tactic called in the case of services? Give examples.(AACSB: Communication; Reflective Thinking)
9-2. Name and describe the four types of markets and the challenges they pose with respect to setting prices.(AACSB: Communication)
9-1. Name and describe the two types of value-based pricing methods. (AACSB: Communication)
10-5 Discuss the nature and importance of marketing logistics and integrated supply chain management.Marketing Logistics and Supply Chain Management(347–354)
10-4 explain how companies select, motivate, and evaluate channel members. Channel Management Decisions (343–346); Public Policy and Distribution Decisions (347)
10-3 identify the major channel alternatives open to a company. Channel Design Decisions (339–343)
10-2 Discuss how channel members interact and how they organize to perform the work of the channel.Channel Behavior and Organization (332–339)
10-1 explain why companies use marketing channels and discuss the functions these channels perform.Supply Chains and the Value Delivery Network (328–329); The Nature and Importance of Marketing Channels (329–331)
8-19. What decisions must be made once a company decides to go ahead with commercialization for a new product? (AACSB: Written and Oral Communication)
8-18. Discuss how a company can maintain success for products in the mature stage of the product life cycle and give examples not already described in the chapter.(AACSB: Communication)
8-17. What challenges does Day2Night face?Many women love the fashionable looks and heightening effects of high-heeled shoes. But every woman knows the problems associated with wearing them. For example, they are very uncomfortable for anything more than light walking for short distances.For other
8-16. What stage of the product life cycle best applies to Day2Night’s shoe line? As the company attempts to launch the shoes, how should it market them?Many women love the fashionable looks and heightening effects of high-heeled shoes. But every woman knows the problems associated with wearing
8-15. Based on the stages of new product development, discuss how Day2Night was likely developed.Many women love the fashionable looks and heightening effects of high-heeled shoes. But every woman knows the problems associated with wearing them. For example, they are very uncomfortable for anything
8-14. What other factors must a dentist consider before offering this service in addition to his or her in- office service? (AACSB: Communication; Reflective Thinking)With the population aging and patients who dread sitting in a sterile dental office, dentists are finding an opportunity in dental
8-13. What types of fixed costs are associated with this service? Assuming fixed costs of adding this mobile service will increase by $20,000 and a desired contribution margin of 40 percent, determine the amount of sales necessary to break even on this increase in fixed costs to offer this
8-12. What is the Food and Drug Administration’s stance on these types of devices and other products, such as herbal supplements, marketed as cognitive enhancers?(AACSB: Communication; Reflective Thinking)
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