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Marketing Real People Real Choices 9th Global Edition Michael Solomon, Greg Marshall, Elnora Stuart - Solutions
E-commerce is dramatically changing the way businessto-business transactions take place. What are the advantages of B2B e-commerce to companies? To society? Are there any disadvantages of B2B e-commerce?
When firms implement a single sourcing policy in their buying, other possible suppliers do not have an opportunity.Is this ethical? What are the advantages to the company?What are the disadvantages?
Many critics of government say that strict engineering and other manufacturing requirements for products purchased by governments increase prices unreasonably and that taxpayers end up paying too much because of such policies. What are the advantages and disadvantages of such purchase restrictions?
The chapter discussed how Siebel Systems operated a reference programme where previous purchasers of products were encouraged to discuss their experiences of a product with potential new customers. What are the advantages and disadvantages of such progress for companies like Siebel Systems?For
Some critics complain that outsourcing sends much-needed jobs to competitors overseas while depriving our own national workers of these opportunities. Should a company consider this factor when deciding where to obtain raw materials or brainpower in order to compete efficiently?
Who are Lucore’s main competitors?
In general, how do the competitors’ websites compare? Which are easier to navigate, and why? Which are more innovative and attractive, and why?
Evaluate each site from the perspective of a potential client. What feature in each site would be useful? What information is available that a manager might need? Overall, which site do you feel would be most useful to the manager? Why?
Explain what a distribution channel is, identify types of wholesaling intermediaries, and describe the different types of distribution channels.pp. 366–377
List and explain the steps to plan a distribution channel strategy. pp. 378–384
Discuss the concepts of logistics and supply chain.pp. 384–392
Identify a different Quaker Foods product that is manufactured in Europe and convince the client to substitute this for the breakfast bars. Appendix
Provide the list of required ingredients in the requested language as our contact at Swiss Customs proposed. Appendix
Convince Swiss Customs to allow us to put a new label on the outside of each of the 102 boxes rather than on each of the 4020 individual bars in the shipment.
Explain what a distribution channel is, identify types of wholesaling intermediaries, and describe the different types of distribution channels. Appendix
List and explain the steps to plan a distribution channel strategy. Appendix
Discuss the concepts of logistics and supply chain. Appendix
What is a channel of distribution? What are channel intermediaries? Appendix
Explain the functions of distribution channels. Appendix
List and explain the types of independent and manufacturer-owned wholesaling intermediaries. Appendix
What factors are important in determining whether a manufacturer should choose a direct or indirect channel? Why do some firms use hybrid marketing systems? Appendix
What are conventional, vertical, and horizontal marketing systems? Appendix
Explain intensive, exclusive, and selective forms of distribution. Appendix
Explain the steps in distribution planning. Appendix
What is logistics? Explain the functions of logistics.What is reverse logistics? Appendix
What is a supply chain, and how is it different from a channel of distribution? Appendix
Creative Homework/Short Project your friend’s small business makes hand-crafted papers that she sells directly to her customers online. Fortunately, her business is growing quickly, and she is considering selling her unique product to other businesses. From your marketing class, you know that
Given this particular example, what are some things the manufacturer might work on to bring the overall perfect order measurement higher? What would be the advantages to the firm of investing in making this already good number even better for customers? Appendix
Critical Thinking Many entrepreneurs choose to start a franchise business rather than “go it alone.” Do you think franchises offer the typical businessperson good opportunities? What are some positive and negative aspects of purchasing a franchise? Appendix
What is the decision facing Target? Appendix
What factors are important in understanding this decision situation? Appendix
What are the alternatives? Appendix
What decision(s) do you recommend? Appendix
What are some ways to implement your recommendation? Appendix
Show how firms develop new products. pp. 268–273
1. the ability to order customized meals from the onscreen menu, as and when required 2. Being able to book a seat in a section that does not have the ability to recline, ensuring that you always have space in your own seat 3. Budget seating options where there is very restricted legroom but at
Identify the steps in the target marketing process.p. 228
Understand the need for market segmentation and the approaches available to do it.pp. 229–241
Explain how marketers evaluate segments and choose a targeting strategy. pp. 241–244
Recognize how marketers develop and implement a positioning strategy.pp. 245–249
Go to the Nielsen My Best Segments website (search for the phrase“Nielsen My Best Segments” website on any search engine).
Click on Zip Code Lookup, and then type in your own ZIP code along with the provided security code, then click SUBMIT.
Several segments should then come up that comprise your ZIP code.Click on each for more detail.
You will also see some quick facts in a box that further describe some basic demographics of your ZIP code (population, median age, median income, and consumer spend total and per household).
What is your reaction to the segment profiles and other information about your ZIP code? Are you surprised with the results, or was it what you expected?
Given the profile provided, what sort of products and services do you think are most likely to be particularly attractive to the segments represented?
how do marketers use perceptual maps to help them develop effective positioning strategies?
In Class, 10–25 Minutes for Teams To better market the university to potential students, you and your classmates have been asked to create a segment profile of the typical college student at your school. Write up a descriptive segment profile, or “persona,” of the targeted consumer. Share
For Further Research (Individual): A geographic information system (GIS) combines a geographic map with digitally stored data about the consumers in a particular geographic area. Using the web, find an example or case study of a business or nonprofit that is using a GIS such as Google Earth to
For Further Research (Individual) Select any consumer packaged goods company’s product that has been around for at least two decades and find at least five print advertisements from throughout that time frame. From the marketing communication content, how has the product’s target customers and
Creative Homework/Short Project Imagine you are the marketing director for a new soft drink brand called Verve and that you have been charged with determining what kind of brand personality the product should have in order for it to have broad appeal with members of Generation Z. Describe the
Critical Thinking Sometimes marketers will develop strategies to target multiple social class segments with the same product by offering it at different prices. What are some examples of products or brands that use this strategy and how do they accomplish it? Are there any potential risks to taking
Critical Thinking Marketers commonly ask celebrities to endorse products, but tying a brand to a celebrity can come with risks if that celebrity falls out of favor with the public as the result of a something they do or say that is perceived negatively. how would you determine if the signing of a
Perceptual mapping is often an effective tool when there is a limited array of differences between competing brands. We often find this in products sold by supermarkets, for example. Your task for this mini project is to construct a perceptual map for a choice of brands for one product category
Explain how value is derived through different product layers. pp. 258–261
Describe how marketers classify products. pp. 261–265
Understand the importance and types of product innovations. pp. 265–267
Explain the process of product adoption and the diffusion of innovations. pp. 273–279
1. Select a firm that you are particularly interested in and that you believe is pretty innovative.
2. Do a little research on its website and elsewhere to get a sense for the evidence about how it performs on the Score Card’s criteria for innovativeness.
3. Summarize your findings; how does the firm score on the Innovation Score Card. Consider each item that requires a rating (e.g., the “Firm Strategy” section of the scorecard) on a scale of 1 to 5 where 5 is the highest or most favorable rating and 1 is the lowest or least favorable rating?
4. In general, do you find that the firm is more or less innovative than you expected?
In Class, 15–20 Minutes for Teams phase 4 of the new product development process is business analysis. this is when the organization decides on whether or not to bring their product concept to market. read the following potential ideas for an airline: how would you go about evaluating each of
Creative Homework/Short Project Select a company and identify an existing product sold by that company that could potentially be further developed to meet new consumer needs. Using the selected product, develop an approach to engage consumers in the process of value co-creation with the objective
For Further Research (Individual) Select a recently successful product that you believe is innovative and do some research on how the product was introduced.Using the adopter categories in the chapter, identify adopters of the product that you consider to be innovators and provide evidence of
For Further Research (Individual) identify an innovative product that was just recently introduced into the market and using the five characteristics that affect the rate of adoption (relative advantage, compatibility, complexity, trialability, and observability) evaluate the product on each
Ethics Should a company opt to manufacture a product with a cheaper component if it knows that its inclusion will moderately increase the physical safety risk of the product for consumers? What if it is known that the increase in cost of using the more expensive and safer component will lead to
Critical Thinking Are there potential risks to involving consumers in the development of new products through processes associated with value co-creation as discussed in the chapter? What factors might make a value co-creation approach more or less suitable for the development of a new product?
Critical Thinking products such as video games produced for traditional gaming consoles used to be sold only as physical items, but of course now they can also be downloaded onto a gaming console (such as Xbox one or playStation 4). For a video game that is exclusively sold as a download, how do
However, Apple’s new product development path was not smooth, and they had multiple challenges along the way. the phone design changed several times, they had difficulties organizing suppliers, patents for certain technologies had to be acquired, and so on.Your task in this mini project is to
What is the decision facing Facebook?
Creative Homework/Short Project. Assume that you are the director of marketing for the company that has developed a smartphone to outdo the iPhone. How would you go about convincing the late majority to go ahead and adopt it—especially because they still haven’t quite caught onto the iPhone yet?
What is the difference between a durable good and a non-durable good? Provide examples of each.
What are the main differences among convenience, shopping and speciality products?
What is a new product? Why is understanding new products so important to marketers?
What are the types of innovations?
List and explain the steps in developing new products.
What is a test market? What are some pros and cons of doing test markets?
Technology is moving at an ever-increasing speed, and this means that new products enter and leave the market faster than ever. What are some products you think technology might be able to develop in the future that you would like? Do you think these products could add to a company’s profits?
Discontinuous innovations are totally new products –something seldom seen in the marketplace. What are some examples of discontinuous innovations introduced in the past 50 years? Why are there so few discontinuous innovations? What products have companies recently introduced that you believe will
Consider the differences in marketing to consumer versus business markets. Which aspects of the processes of product adoption and diffusion apply to both markets? Which aspects are unique to one or the other? Provide evidence of your findings.
In this chapter, we explained that copycats are slightly modified copies of original product designs. Should copycat products be illegal? Who is hurt by them? Is the marketing of such products good or bad for consumers in the short run? In the long run?
It is not necessarily true that all new products benefit consumers or society. What are some new products that have made our lives better? What are some new products that have actually been harmful to consumers or to society?Should there be a way to monitor or ‘police’ new products that are
Assume that you are the director of marketing for a major mobile phone manufacturer. Your company has just developed a new product that does everything but tap dance. How would you go about convincing the late majority to go ahead and adopt this new technology?
Assume that you are employed in the marketing department of the firm that is producing a hybrid car. In developing this product, you realise that it is important to provide a core product, an actual product and an augmented product that meets the needs of customers.Develop an outline of how your
Firms go to great lengths to develop new product ideas.Sometimes new ideas come from brainstorming in which groups of individuals get together and try to think of as many different, novel, creative – and hopefully profitable –ideas for a new product as possible. With a group of other students,
As a member of a new product team with your company, you are working to develop an electric car jack that would make changing tyres for a car easier. You are considering conducting a test market for this new product. Outline the pros and cons for test marketing this product. What are your
Create (in your mind) a new product item that might be of interest to university students such as yourself. Develop a written description and possibly a drawing of this new product.
Show this new product description to a number of your fellow students who might be users of the product. Ask them to tell you what they think of the product. Some of the questions you might ask them are the following:a. What is your overall opinion of the new product?b. What basic benefits would
Develop a report based on what you found. Include your recommendations for changes in the product and your feelings about the potential success of the new product.
Crest lists several product innovations, including Whitestrips, and Night Effects. How would you ‘classify’ each of these products based on the discussion in the chapter? What leads you to classify each as you do?
What type of innovation do you consider each of these products?Why?
Pick any one of the products and consider the process that Procter & Gamble probably went through when initially developing it. Give an example of how each of the steps in Table 7.4, ‘Phases in new product development’, might have been utilised for that product.
For the same product you selected, what stage in the adoption process do you believe that product currently occupies with most consumers? What leads you to this conclusion?Why is knowledge of the adoption process important in marketing planning?
Go to the website www.pcworld.com/printable/article/id125772/printable. html#. Take a look at some of the flops of the IT industry.Pick several examples and using the five product characteristics that have an important effect on how quickly (or if) a new product will be adopted by consumers,
Also, take a look at www.springwise.com, a website which features many innovative entrepreneurial ideas. Pick several examples and explain why you think they will or won’t work in the future.
Understand how marketers communicate using an updated communication model that incorporates new social media and buzz marketing activities. pp. 484–489
Understand the elements of direct marketing. pp. 489–492
Understand the important role of personal selling, the different types of sales jobs and the steps in the creative selling process. pp. 492–501
Explain the role of public relations and the steps in developing a public relations campaign. pp. 501–510.
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