New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
marketing research
Marketing Real People Real Decisions 2nd European Edition Michael R. Solomon - Solutions
What should marketers know about package labelling?
Describe some of the different ways firms organise the marketing function to manage existing products. What are the ways firms organise for the development of new products?
Brand equity means that a brand enjoys customer loyalty, perceived quality and brand name awareness. What brands are you personally loyal to? What is it about the product that creates brand loyalty and thus brand equity?
Quality is an important product objective, but quality can mean different things for different products, such as durability, precision, aesthetic appeal and so on. What does quality mean for the following products?a. Carb. Pizzac. Trainersd. Hair dryere. Deodorantf. University education.
Firms often take advantage of their popular, wellknown brands by developing brand extensions because they know that the brand equity of the original or parent brand will be transferred to the new product. If a new product is of poor quality, it can damage the reputation of the parent brand while a
Sometimes marketers seem to stick with the same packaging ideas year after year regardless of whether they are the best possible design. Following is a list of products.For each one, discuss what, if any, problems you have with the package of the brand you use. Then think of ways the package could
You learned in the chapter that it’s hard to legally protect brand names across product categories – Quaker and Apple, for example, and also Delta, which is an airline and a tap. But what about the ethics of borrowing a name and applying it to some unrelated products? Think of some new business
The web allows consumers to interact directly through blogs and other means with other people so they can praise products they like and criticise those they don’t.With several of your fellow students, conduct a brief survey of students and of older consumers. Find out if consumers complain to
You may think of your college or university as an organisation that offers a range of different educational products.Assume that you have been hired as a marketing consultant by your university to examine and make recommendations for extending its product line. Develop alternatives that the
Assume that you are the head of marketing for a firm that markets a large number of speciality food items (gourmet sauces, marinades, relishes and so on). Your firm is interested in improving its marketing management structure.You are considering several alternatives: a brand manager structure,
Assume that you are working in the marketing department of a major manufacturer of athletic shoes. Your firm is introducing a new product, a line of disposable sports clothing. You wonder if it would be better to market the line of clothing with a new brand name or use the family brand name that
Assume that you have been recently hired by Kellogg, the cereal manufacturer. You have been asked to work on a plan for redesigning the packaging for Kellogg’s cereals.In a role-playing situation, present the following report to your marketing superior:a. Discussion of the problems or complaints
Go to a typical supermarket in your community.
Select two product categories of interest to you: ice cream, cereal, laundry detergent, soup, paper products and so on.
Make a list of the brands available in each product category.Identify what type of brand each is. Count the number of shelf facings (the number of product items at the front of each shelf) for each brand.
Arrange to talk to the shop manager at a convenient time.Ask the manager to discuss the following:a. How the shop decides which brands to carryb. Whether the shop is more likely to carry a new brand that is an individual brand versus a family brandc. What causes a shop to drop a brandd. The
Present a report to your class on what you learned about the brands in your two product categories.
What is a patent? What can be patented?
Who may apply for a patent? Can foreign individuals or companies obtain a UK patent? Explain.
What happens if someone infringes on a patent?
What does the term patent pending mean?
What is a trademark? What is a service mark?
Who may file a trademark application? Do firms have to register a trademark? Explain.
What do the symbols TM, SM and ® mean?
What are the benefits of trademark registration?
What are common-law rights regarding trademarks?
How long does a trademark registration last? How long does a patent last?
How would you evaluate the Patent and Trademark Office website? Was it easy to navigate? Was it useful? What recommendations do you have for improving the website?
Describe the three levels of the product for Smirnoff vodka
Where would you classify Smirnoff in the following categories and why?a. Durable vs non-durable product?b. Convenience, shopping, speciality or unsought product?
What factors are important in understanding the decision situation?
What decision do you recommend?
What is the goods/services continuum? What are goodsdominated services, equipment- or facility-based services and people-based services?
What are the physical and social elements of the service encounter?
Describe some popular means of marketing for services on the internet.
What dimensions do consumers and business customers use to evaluate service quality? How do marketers work to create service quality?
How do marketers measure service quality?
What are some ideas about the future of services?
Why are first impressions formed on the internet about a service so important? What can a service firm do to ensure a favourable first impression online?
Sometimes service quality may not meet customers’ expectations.What problems have you experienced with quality in the delivery of the following services?a. A restaurant mealb. An airline flightc. Motor vehicle repairsd. Your university education.What do you think is the reason for the poor
Many not-for-profit and religious organisations have found that they can be more successful by marketing their ideas. What are some ways that these organisations market themselves that are similar to and different from the marketing of for-profit businesses?
Because of increased competition, you have been hired as a marketing consultant by a local bank. You know that the characteristics of services (intangibility, perishability, variability and inseparability) create unique marketing challenges. You also know that these challenges can be met with
Assume that you are a doctor. You are opening a new family practice clinic in your community. You feel that you have the best chance of being successful if you can create a product that is superior to that offered by competing businesses. Put together a list of ways in which you can augment the
You are currently a customer for a university, a very expensive service product. You know that a service organisation can create a competitive advantage by focusing on how the service is delivered after it has been purchased i.e. making sure the service is efficiently and comfortably delivered to
Assume that you work for a marketing firm that has been asked to develop a marketing plan for a new up-and-coming pop band called Stalagmite, and their new CD ‘Slow Drip’. Prepare an outline for your marketing plan. First, list the special problems and challenges associated with marketing
Address the same issues in question 4 for a marketing plan for your own home town or city.
Assume that you have been recently hired by your city government to head up a programme to create 100 per cent compliance with recycling regulations. Develop a presentation for the local government in which you will outline the problems in ‘selling’ recycling. Develop an outline for the
Select a service that you as a consumer will purchase in the next week or so.
As you experience the service, record the details of every aspect, including the following:a. Peopleb. Physical facilitiesc. Locationd. Waiting timee. Hoursf. Transaction g. Other customers h. Tangible aspects i. Search qualities j. Credence qualities
Recommend improvements to the service encounter.
How is each website designed to appeal to each theme park organisation’s target market?
How does each park position its product? How is this positioning communicated through the website?
What key trends and driving forces have re-shaped the music industry?
Describe how music as a product has evolved on the service continuum?
Who are the key players involved in the creation, recording and selling of music as a service?
What are some of the implications of free online streaming services (i.e. Spotify) for the music industry?
Describe and give examples of some of the following types of pricing objectives: market share, competitive effect, customer satisfaction and image enhancement.
How does recession affect consumers’ perceptions of prices? How does inflation influence perceptions of prices?
For new products, when is skimming more appropriate, and when is penetration pricing the best strategy? When would trial pricing be an effective pricing strategy?
Explain two-part payment pricing, price bundling, captive pricing and distribution-based pricing tactics. Give an example of when each would be a good pricing tactic for marketers to use.
Why do marketers use trade or functional discounts, quantity discounts cash discounts and seasonal discounts in pricing to members of the channel? What is dynamic pricing? Why does the internet encourage the use of dynamic pricing?
Explain these psychological aspects of pricing: price–quality inferences, odd–even pricing, internal reference price and price lining
Explain how unethical marketers might use bait-andswitch tactics, price fixing and predatory pricing.
Consumers often make price–quality inferences about products. What does this mean? What are some products for which you are likely to make price–quality inferences?Do such inferences make sense?
In pricing new products, marketers may choose a skimming or a penetration pricing strategy. While it’s easy to see the benefits of these practices for the firm, what are the advantages or disadvantages of the practice for consumers and for industry as a whole?
Assume that you are the director of marketing for a firm that manufactures confectionary goods. You feel the time is right for your company to increase the price of its products, but you are concerned that increasing the price may not be profitable. You feel you should examine the elasticity of
Assume that you and your friend have decided to go into business together manufacturing your personally designed women’s handbags. You know that your fixed costs (rent on a building, equipment and so on) will be€120,000 a year. You expect your variable costs to be €28 per handbag.a. If you
You are a marketing consultant, and your new client is the owner of a small chain of ice cream shops. The client has sold his ice cream at the same price since opening the shops seven years ago. Over time the costs of operating the shops has increased, cutting profits. The client feels he needs to
Assume that you have been hired as the assistant manager of a local greengrocer. As you look over the shop, you notice that there are two different displays of tomatoes.In one display the tomatoes are priced at €1.39 per kilo, and in the other the tomatoes are priced at €0.89 per kilo. The
As the director of marketing for a firm that markets computer software, you must regularly develop pricing strategies for new software products. Your latest product is a software package that automatically translates any foreign language email messages to the user’s preferred language.You are
What is NATE?
What are the benefits to a business of joining a barter exchange?
What types of products are bartered?
How does trade actually work with a barter exchange?
How does the exchange make its money? Who pays the exchange and how much is charged?
Assuming that the goal of barter exchange websites is to attract new members, evaluate the different websites you have recently visited. Which website do you think was best? What features of the site would make you want to join if you were the owner of a small business? What features of the other
What are the factors influencing pricing decisions among low-cost carriers (LLCs)?
In this case, is there a relationship between price, cost and profit?
Do such airlines really compete on price?
How else could LCCs look to compete in the marketplace?
How can the lessons learnt from LCCs be applied to other sectors, if at all?
Where do marketers work, and what role does marketing have in a company?
What does the lifetime value of the customer refer to, and how is it calculated?
What does it mean for a firm to have a competitive advantage?What gives a firm a competitive advantage?
Have you ever pirated software? How about music? Is it ethical to give or receive software instead of paying for it?Does the answer depend on the person’s motivation and/or if he or she could otherwise afford to buy the product?
In both developed and developing countries, not all firms have implemented programmes that follow the marketing concept. Can you think of firms that still operate with a production orientation? A selling orientation? What changes would you recommend for these firms?
Ideally, each member of a value chain adds value to a product before someone buys it. Thinking about a music CD you might buy in a shop, what kind of value does the music retailer add? How about the label that signs the artist? The public relations firm that arranges a tour by the artist to promote
User-generated commercials seem to be part of a broader trend towards user-generated content of all sorts. Examples include YouTube, Pinterest (where users post photos and comment on others’ pictures), blogging and video sharing sites like YouTube.com. Do you think this is a passing fad or an
Some marketing or consumption activities involve the (literal)consumption of people – voluntarily or not. In one recent controversial incident, a man in Germany advertised on the internet to find someone who wanted to be killed and eaten(we are not making this up). He actually found a willing
Work as a team with two or three other students in your class to select an organisation in your community that practises marketing. It may be a manufacturer, a service provider, a retailer, a not-for-profit organisation – almost any organisation will do. Then schedule a visit with someone within
Develop a team report of your findings. In each section of the report, describe what you learned that is new or surprising to you compared with what you expected.
Develop a team presentation for your class that summarises your findings. Conclude your presentation with comments on what your team believes the company was doing that was particularly good and what was not so good.
What is a strategic business unit (SBU)? How do firms use the Boston Consulting Group matrix for portfolio analysis in planning for their SBUs?
What is corporate culture? What are some ways in which the corporate culture of one organisation might differ from that of another? How does corporate culture affect marketing decision making?
What is protectionism? Explain import quotas, embargoes and tariffs.
Explain how GDP, the categories of economic development and the business cycle influence marketers’ decisions in entering global markets.
What is a monopoly, an oligopoly, monopolistic competition and pure competition?
What aspects of the political and legal environment influence a firm’s decision to enter a foreign market?
Why do marketers need to understand these environments in a global marketplace?
What is ethnocentricity? How does ethnocentricity affect a firm that seeks to enter a foreign market?
Showing 5900 - 6000
of 6635
First
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
Step by Step Answers
Get 50% OFF
Claim Now
