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marketing research
Marketing An Introduction 13th Global Edition Marc Opresnik, Gary Armstrong, Philip Kotler - Solutions
8-11. Discuss the ethical issues surrounding this type of product.Is there substantial research to support the claims and safety of these new products? (AACSB: Communication;Ethical Reasoning)
8-10. In what stage of the product life cycle is telemedicine?What role has mobile technology played in evolution of this industry? Explain (AACSB: Communication;Reflective Thinking)With the majority of health-care costs spent for the treatment of chronic diseases and the reason for most emergency
8-9. Research the telemedicine industry and describe two companies offering services. What are the pros and cons of offering medical services this way, and is there governmental or industry guidance for this industry?(AACSB: Communications; Reflective Thinking)With the majority of health-care costs
8-8. The “Internet of Things”—a term that refers to everyday objects being connected to the Internet—is growing.Thermostats, ovens, cars, toothbrushes, and even baby clothes are connecting to the Internet. Research this phenomenon and suggest five innovative product ideas connected to the
8-7. Find an example of a company that launched a new consumer product within the past five years. Develop a presentation showing how the company implemented the 4Ps in launching the product and report on the product’s success since the launch. (AACSB: Communication;Reflective Thinking)
8-6. It appears that the sky is the limit regarding ideas for smartphone/tablet apps. In a small group, create an idea for new apps related to (1) business, (2) health, (3) education,(4) sports, and (5) shopping. (AACSB: Communication;Use of IT; Reflective Thinking)
8-5. Describe the options available to marketers of products in the decline stage of the product life cycle. (AACSB:Communication)
8-4. How can companies adopt a holistic approach to managing new product development? (AACSB: Communication).
8-3. What is performed in the business analysis step of the new product development process? How does a business carry out this step? (AACSB:Communication)
8-2. Why are customers increasingly vital in the creation of innovative new products and services? How has this come about? (AACSB: Communication; Reflective Thinking)
8-1. Define crowdsourcing and describe an example not already presented in the chapter. (AACSB: Communication;Reflective Thinking)
9-5 Discuss how companies adjust their prices to take into account different types of customers and situations. Price Adjustment Strategies (308–316)objectiVe 9-6 Discuss the key issues related to initiating and responding to price changes. Price Changes (316–319);Public Policy and Pricing
9-4 explain how companies find a set of prices that maximizes the profits from the total product mix.Product Mix Pricing Strategies (306–308)
9-3 Describe the major strategies for pricing new products. New Product Pricing Strategies (305–306)
9-2 identify and define the other important external and internal factors affecting a firm’s pricing decisions.Other Internal and External Considerations Affecting Price Decisions (300–305)
9-1 identify the three major pricing strategies and discuss the importance of understanding customervalue perceptions, company costs, and competitor strategies when setting prices. What Is a Price? (292–293); Major Pricing Strategies (293–300)
7-19. A product’s package must satisfy many criteria, such as sustainability, convenience, safety, efficiency, functionality, and marketing. Research “packaging awards” and develop a presentation analyzing an award-winning product packaging effort. Describe the organization hosting the award
7-18. Describe how marketers manage service differentiation, other than through pricing, and describe an example of a service provider that has successfully differentiated its offering from competitors. (AACSB: Communication, Reflective Thinking)
7-17. Describe the process that Plymouth Rock Assurance used to rebrand the company. How does this process differ from other options it could have pursued?Plymouth Rock Assurance is an insurance company with a branding tale to tell. What started as a single Massachusetts-based auto insurance
7-16. What was the reasoning behind the decision to rebrand the three auto insurance brands as one brand?)Plymouth Rock Assurance is an insurance company with a branding tale to tell. What started as a single Massachusetts-based auto insurance company in the early 1980s quickly grew into a group of
7-15. What value proposition lies at the core of Plymouth Rock Assurance?)Plymouth Rock Assurance is an insurance company with a branding tale to tell. What started as a single Massachusetts-based auto insurance company in the early 1980s quickly grew into a group of separate companies that write
7-14. Assume the company expects to sell 5 million packages of Pop-Tarts Gone Nutty! in the first year after introduction but expects that 80 percent of those sales will come from buyers who would normally purchase existing Pop-Tart flavors (that is, cannibalized sales).Assuming the sales of
7-13. What brand development strategy is Kellogg’s undertaking?(AACSB: Communication; Reflective Thinking)
7-12. Do geographical indications (GIs) offer benefits to consumers?Are there disadvantages for sellers? Explain.(AACSB: Communication; Reflective Thinking)Scotch Whiskey, Champagne Sparkling Wine, Parmesan Cheese, Dijon Mustard—what do all of these have in common?They are not brand names but
7-11. Do you think products with geographical indications are actually superior to other similar ones not originating from that geographical region? Is it ethical for makers of these products to command higher prices when others can make or grow them just as well? (AACSB: Communication;Reflective
7-10. Discuss other examples of unsought products and services and how consumers can be convinced to buy them. (AACSB: Communication; Reflective Thinking)According to the U.K. price comparison site Compare the Market, the cost of funerals is rising on average at a rate of 7 percent per year. The
7-9. Describe the nature of unsought products and why they might be so notoriously difficult for a business to sell to consumers. (AACSB: Communication; Reflective Thinking)According to the U.K. price comparison site Compare the Market, the cost of funerals is rising on average at a rate of 7
7-8. What is “genericide”? Discuss a recent case and make recommendations regarding how marketers can avoid it. (AACSB: Communication; Reflective Thinking)
7-7. List the names of the store brands found in the following stores: Walmart, Best Buy, and Whole Foods.Identify the private label brands of another retailer of your choice and compare the price and quality of one of the products to a comparable national brand. (AACSB:Communication; Reflective
7-6. The Food and Drug Administration recently announced a proposal to change the standard nutrition label on food items. In a small group, research the proposed changes and create a report explaining them. Include history on nutrition labels in your presentation. (AACSB: Communication;Use of IT;
7-5. Discuss the four special characteristics of services.In terms of these characteristics, how do the services offered by a doctor’s office differ from those offered by a bank? (AACSB: Communication, Reflective Thinking)
7-4. What is a product mix? Name and describe the four important dimensions of a product mix. (AACSB: Communication)
7-3. What is a product line? Discuss the various product line decisions marketers make and how a company can expand its product line. (AACSB: Communication)
7-2. Compare and contrast the two dimensions of product quality. (AACSB: Communication)
7-1. What is a service? Can services be differentiated as consumer services and industrial services? (AACSB:Communication; Reflective Thinking)
8-3 Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle. Product Life-Cycle Strategies (277–284)objectiVe 8-4 Discuss two additional product issues:socially responsible product decisions and international product and services
8-2 list and define the steps in the new product development process and the major considerations in managing this process. The New Product Development Process(267–275); Managing New Product Development (275–277)
8-1 explain how companies find and develop new product ideas. New Product Development Strategy(266–267)
7-4 Discuss branding strategy—the decisions companies make in building and managing their brands.Branding Strategy: Building Strong Brands (249–259)
7-3 identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require. Services Marketing(243–249)
7-2 Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. Product and Service Decisions(235–243)
7-1 Define product and describe the major classifications of products and services. What Is a Product?(230–235)
6-19. Discuss ideas for applications of the Google Glass device among the business and institutional markets. How can these applications be incorporated into online, mobile, and social media marketing? (AACSB: Written and Oral Communication; Information Technology; Reflective Thinking)
6-18. Describe how marketers segment international markets. What is intermarket segmentation? (AACSB: Communication)
6-17. How does Sprout use differentiation and positioning to build relationships with target customers?In the world of children’s television programming, Sprout is a relative newcomer. Owned by NBCUniversal, Sprout airs PBS Kids programming as well as additional acquired material. A true
6-16. Which target marketing strategy best describes Sprout’s efforts? Support your choice.In the world of children’s television programming, Sprout is a relative newcomer. Owned by NBCUniversal, Sprout airs PBS Kids programming as well as additional acquired material. A true multi-platform
6-15. Why does Sprout target preschool families rather than focusing solely on children? Give examples.In the world of children’s television programming, Sprout is a relative newcomer. Owned by NBCUniversal, Sprout airs PBS Kids programming as well as additional acquired material. A true
6-14. Discuss the factors used to evaluate the usefulness of the military segment. (AACSB: Communication; Reflective Thinking)USAA is a financial services company formed in 1922 by 25 Army officers who came together to insure each other’s automobiles because they were deemed too high-risk to
6-13. Assuming the average cost of life insurance is $700 per year and that potential customers purchase one policy per year, use the chain ratio method described in Appendix 3: Marketing by the Numbers to calculate the market potential for life insurance in the military market.USAA is a financial
6-12. Give an example of a company that is countering this trend by offering more realistic dolls for young girls.(AACSB: Communication; Reflective Thinking)With more than a third of American children and adolescents overweight, you would think that Mattel’s slender Barbie doll would be a good
6-11. Do you think it is wrong for Mattel and other doll manufacturers to market dolls with unrealistic body proportions to young girls? Explain why you think that way.Discuss other examples of marketers targeting females with unrealistic body concepts. (AACSB: Communication;Ethical Reasoning)With
6-10. Do manufacturers use SoLoMo? Find examples of or make suggestions as to how manufacturers can use this type of targeting. (AACSB: Communication; Reflective Thinking)Imagine walking into a retail store that has very little merchandise on display. Technology company Hointer is allowing
6-9. Search the Internet to find other examples of retailers using SoLoMo to target and engage potential customers, or describe how you have used a retailer’s app in this manner. (AACSB: Communication; Use of IT;Reflective Thinking)Imagine walking into a retail store that has very little
6-8. In a small group, create an idea for a new business.Using the steps described in the chapter, develop a customer value-driven marketing strategy. Describe your strategy and conclude with a positioning statement for this business. (AACSB: Communication; Reflective Thinking)
6-7. Manfluencers is a term that describes a new marketing trend. To what does this refer? Describe two examples of how marketers have responded to the manfluencers trend. (AACSB: Communication;Reflective Thinking)
6-6. The chapter describes many companies’ individual marketing efforts that customize products for individual customers, such as M&Ms, PUMA, and Harley-Davidson. Find and describe another example and discuss whether the cost of customizing is worth the value provided to consumers. (AACSB:
6-4. How can a company gain competitive advantage through differentiation? Describe an example of a company that illustrates each type of differentiation discussed in the chapter. (AACSB: Communication)6-5. Discuss the criteria that should be evaluated in determining which differences a company
6-3. Discuss the three factors firms consider when evaluating market segments. Which is most important?(AACSB: Communication; Reflective Thinking)
6-2. How can marketers use behavioral segmentation in consumer markets? Give an example for each method of behavioral segmentation. (AACSB: Communication;Reflective Thinking)
6-1. Name and briefly describe the four major steps in designing a customer value-driven marketing strategy.(AACSB: Communication)
6-4 Discuss how companies differentiate and position their products for maximum competitive advantage.Differentiation and Positioning (215–224)
6-3 explain how companies identify attractive market segments and choose a market-targeting strategy. Market Targeting (207–213)
6-2 list and discuss the major bases for segmenting consumer and business markets. Market Segmentation (198–206)
6-1 Define the major steps in designing a customer value-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Customer Value-Driven Marketing Strategy (198)
5-19. Describe the characteristics of a new product that affect its rate of adoption.Which characteristics will affect how quickly the new digital and social media services described above will be accepted by consumers in the United States?(AACSB: Written and Oral Communication; Reflective Thinking)
5-18. Discuss how lifestyle influences consumers’ buying behavior and how marketers measure lifestyle. (AACSB: Communication; Reflective Thinking)
5-17. Of the four sets of factors affecting consumer behavior, which most strongly affects how college sports fans consume a sport?
5-16. Discuss how a college sports fan might go through the buying decision process, providing examples for each stage.
5-15. What “product” is a college athletics department selling?
5-14. Which brand is this consumer least likely to purchase?Discuss two ways the marketer of this brand can enhance consumer likelihood of purchasing its brand. (AACSB: Communication; Reflective Thinking;Analytic Reasoning)One way consumers can evaluate alternatives is to identify important
5-13. Calculate the scores for brands B and C. Which brand would this consumer likely choose? (AACSB: Communication;Analytic Reasoning)One way consumers can evaluate alternatives is to identify important attributes and assess how purchase alternatives perform on those attributes. Consider the
5-12. What would you do if your supervisor directed you to bribe other businesses to obtain contracts? Is there legal protection for employees who report employers’ illegal behavior? (AACSB: Communication; Ethical Reasoning)The CEO of FalconStor Software directed employees to bribe B-to-B
5-11. Research the Travel Act and the FCPA. Explain how the SEC could file charges under the FCPA if this was not a bribery case involving a foreign government.(AACSB: Communication; Reflective Thinking)The CEO of FalconStor Software directed employees to bribe B-to-B customer JPMorgan Chase
5-10. Summarize the FTC’s disclosure rules on using social media to promote products and services. Does the blogger you reviewed in the previous question follow these rules? Explain.(AACSB: Communication; Reflective Thinking)Jen Hsieh is a college student with a love for fashion who shares
5-9. Find an example of a blog on a topic that interests you.Are there advertisements on the blog? Does the blogger appear to be sponsored by any companies? Is there information regarding sponsorship? Write a brief report of your observations. (AACSB: Use of IT; Communication;Reflective
5-8. Business buying occurs worldwide, so marketers need to be aware of cultural factors influencing business customers.In a small group, select a country and develop a multimedia presentation on proper business etiquette and manners, including appropriate appearance, behavior, and communication.
5-7. Kaizen. Seiri. Seiton. Seiso. Seiketsu. Shitsako.Jishuken. These Japanese words are related to continuous quality improvement and are applied in supplier development programs, particularly Toyota’s.Research Toyota’s Production System (TPS) and describe how these concepts are applied in
5-6. Researchers study the role of personality on consumer purchase behavior. One research project—Beyond the Purchase—offers a range of surveys consumers can take to learn more about their own personalities in general and their consumer personalities in particular.Register at
5-5. Describe how business-to-business marketers use digital and social media channels to engage customers, market their products, and manage customer relationships anywhere. (AACSB: Communication)
5-4. Compare and contrast the types of business buying situations. (AACSB: Communication; Reflective Thinking)
5-3. How does the market structure and demand faced by business marketers differ from that faced by consumer marketers? (AACSB: Communication)
5-2. Name and describe the stages in the adoption process and discuss the importance of this model for marketers.(AACSB: Communication; Reflective Thinking)
5-1. Discuss the stages of the consumer buyer decision process and describe how you or your family used this process to make a purchase. (AACSB: Communication;Reflective Thinking)
4-19. Describe an example in which marketing research could cause harm to participants.Many companies have a review process similar to that required for following the government’s “Common Rule.” Write a brief report explaining this rule and how you would apply it to your example. (AACSB:
4-18. What is neuromarketing and how is it useful in marketing research? Why is this research approach usually combined with other approaches? (AACSB:Communication)
4-17. What kinds of partnerships might Nielsen need to form with other companies in order to accomplish its goals?Most people know Nielsen as the TV ratings company. In reality, however, Nielsen is a multiplatform market research company that has constantly been evolving since 1923. Its goal is to
4-16. Providing a real-world example, describe how Nielsen might discover a consumer insight.Most people know Nielsen as the TV ratings company. In reality, however, Nielsen is a multiplatform market research company that has constantly been evolving since 1923. Its goal is to measure and track a
4-15. What is Nielsen’s expertise?Most people know Nielsen as the TV ratings company. In reality, however, Nielsen is a multiplatform market research company that has constantly been evolving since 1923. Its goal is to measure and track a wide range of consumer activity in order to establish a
4-14. What is the expected value of perfect information(EMVPI)? Should the research be conducted? (AACSB:Communication; Analytical Reasoning)
4-13. Calculate the expected monetary value (EMV) of both company actions. Which action should the company take? (AACSB: Communication; Analytical Reasoning)
4-12. Debate whether it is ethical for marketers to use metadata to link individual consumers with specific credit card transactions. (AACSB: Communication; Ethical Reasoning).Everyone generates metadata as they use technologies such as computers and mobile devices to search, post, Tweet, play,
4-11. Describe at least four applications you use that provide location, time, and date information that can be tied to your identity. (AACSB Communication; Reflective Thinking)Everyone generates metadata as they use technologies such as computers and mobile devices to search, post, Tweet, play,
4-10. Monetizing this data is the key to revealing its true value.Should marketers have access to such information?Discuss how you would use data trails left by individuals on the Internet if you ran a business. (AACSB:Communication; Ethical Reasoning)In each second of every day, personal
4-9. Make a careful list of all the Web sites, forums, social networks, and other places you have visited this week.What data have you left that could have value to a business?(AACSB: Communication; Use of IT)In each second of every day, personal information is being indexed and processed. Every
4-8. Research the marketing research industry and develop a presentation describing various marketing research jobs and compensation for those jobs. Create a graphical representation to communicate your findings.(AACSB: Communication; Use of IT; Reflective Thinking)
4-7. Go to www.bized.co.uk/learn/business/marketing/research/index.htm and review the various resources available. Select one activity and present what you learned from that activity. (AACSB: Communication;Use of IT; Reflective Thinking)
4-6. In a small group, identify the steps a business might need to take to carry out market research in an overseas market. Suggest how the marketing research process needs to be framed. Discuss whether the business would be best advised to have someone do the research for them or should do it
4-5. Why are marketing analytics so important in the age of big data? (AACSB: Communication)
4-4. How should marketing information be made available to managers so that it ensures better marketing decisions?(AACSB: Communication)
4-3. Are ethnographic studies carried out in your country or region? If so, find and discuss an example of this type of research. (AACSB: Written and Oral Communication)
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