1. What steps could Scripps and Food Network take to avoid marketing myopia? Create a company motto for them reflecting your ideas. 2. Identify three trends in the social-cultural environment that you believe should be factors in strategic marketing planning for Scripps and Food Network. 3. How might Scripps and Food Network contribute to the highest level of the social responsibility pyramid—philanthropy? 4. What strategies might Scripps and Food Network use to become as well known for entertainment in digital and social media as they are for educating and inspiring people about food and cooking?
> How do you think the Internet has affected differentiated marketing techniques?
> Visa offers a service called Verified by Visa. The purpose is to reduce Internet-related fraud (MasterCard and American Express have similar services). Research “Verified by Visa” and prepare a report summarizing the program and how it protects both buye
> Why is determining the lifetime value of a customer an important analysis for a company to make?
> What benefits—monetary and nonmonetary—do social responsibility programs bring to a business?
> Should marketers be concerned about offending one market segment when trying to reach another? Why or why not?
> Emissions standards for motorcycles took effect in 2006 under rules adopted by the Environmental Protection Agency. There were no previous emissions controls for motorcycles at all, but even under the new laws, “dirt” bikes for off-road use will be exemp
> State whether each of the following illustrates strategic or tactical planning: a. Global automakers begin setting up manufacturing plants in China b. Play N Trade Video Games and Dimensions Games Corporation merge c. The Cleveland Browns give up draft
> Imagine a vending machine that would charge more for hot drinks—coffee, tea, and cocoa—during cold weather. What is your opinion of a temperature-sensitive vending machine? Consumers who live in colder climates might pay more over a longer time period ea
> 1. Describe the buyer-seller relationship between Zappos Insights and its business clients. 2. How would you classify the business market demand for Zappos Insights training? Explain your answer.
> 1. Describe how the economic environment may influence Zappos’ marketing efforts. 2. Explain how Zappos’ move into downtown Las Vegas fulfills the four levels of the social responsibility pyramid.
> 1. In your view, does Zappos use social media effectively to strengthen its brand? Why or why not? 2. Zappos does not have a formal policy about social networking in the workplace. What are the benefits of this decision? What might be the drawbacks?
> 1. What do you think would happen to retail prices if the United States withdrew the penny from circulation? Why? 2. Some observers suggest eliminating the nickel as well, since each one costs more than 9 cents to make and distribute. Do you agree, and
> 1. Why is it important for W.W. Grainger to understand exactly who its B2B customers are? 2. In what other ways can Grainger provide a good customer experience via its mobile apps and company website?
> 1. According to a recent Nielsen survey, there has been a significant increase in the number of consumers 65 and older using smartphones. How can Walgreens take advantage of this demographic as the company expands its online retail presence? 2. Walgreens
> 1. Stan Richards believes that “the way you treat your people is exactly how they treat clients.” Do you agree or disagree? Explain your reasoning. 2. Evaluate Richards’ belief that creativity requires hard work. Do you think this is true? Does it apply
> 1. How would you describe Food Network’s product mix in terms of width, length, and depth? 2. Where would you place Food Network in the product life cycle? What steps could marketers take to extend its lifecycle? 3. What sets Food Network brand apart fr
> 1. The Disney Institute says clients can’t “take Disney and just plug it in.” In what ways can companies best adapt Disney’s advice to their own customer service situations? 2. Do you agree that keeping employees happy is important for sustaining a custo
> 1. Consumers are often advised to stock up on necessities in advance of a major storm. Would this kind of strategy work for businesses? Why or why not? 2. One writer suggests that disaster preparedness includes understanding the risks faced by your supp
> Brand names contribute enormously to consumers’ perception of a brand. One writer has argued that alphanumeric brand names, such as the Toyota RAV4, Jaguar’s XF-type sedan, the Xbox game console, and the GTI from Volkswagen, can translate more easily ove
> 1. Ski Butternut avoids pricing to meet the competition. Instead, it focuses on the value that it creates for customers. In your opinion, why is this a successful strategy? 2. What factors might determine demand elasticity for Ski Butternut’s offerings?
> 1. Describe the social influences that might affect the decisions that consumers make about where to spend their winter recreation time and dollars. 2. The evaluation of alternatives is an important step in the buying decision for consumers who are consi
> 1. O’Neal advocates entertaining and inspiring as ways to convey a successful promotional message. What makes people take his messages seriously enough to buy products as a result of his approach? 2. One marketing communications executive says social med
> 1. Critics say event promoters are to blame for the high number of unsold tickets, because they have continued to raise ticket prices to compensate for unsold seats until they rise out of range for most audiences. Yet promoters feel discounts damage thei
> 1. Using the VALS framework, how would you segment the average viewer of Food Network programming? 2. Using social media, what steps might Food Network take to expand its viewership to include more teens? Viewers from different ethnic groups? 3. What typ
> 1. Food Network adopts a dual distribution strategy. In your opinion, what are the benefits of this? 2. Scripps and Food Network appear to have achieved channel cooperation. However, describe a scenario in which channel conflict might arise. 3. How doe
> 1. How does Pepe’s Pizzeria use price and social interactions to build relationships with its customers? 2. How does Pepe’s Pizzeria ensure customer satisfaction?
> 1. Describe how the Pepe’s pizza giveaway promotion relates to each step in the AIDA concept. 2. How might Pepe’s use guerilla marketing to promote its brand among college students?
> 1. In your opinion, does a spirit of innovation create a competitive advantage for a company? How can Nike use its innovative spirit to its advantage in the marketplace? 2. What other product extensions might Nike consider for its Flyknit technology?
> 1. How does Nederlander achieve the three major criteria for effective market segmentation? 2. Where would you place Evita’s audience members on the VALSTM framework? Explain your choice. How might Nederlander use this framework to identify audiences f
> The former mayor of New York City called for a ban on super-sized sugary drinks at delis, fast-food restaurants, and sports areas in the city, saying that obesity is a national epidemic and New York should take the lead in doing something about the probl
> 1. How might Nederlander benefit from expanding its business throughout the European Union (outside the United Kingdom)? What might be the drawbacks? 2. Nederlander has already engaged in some product and promotional adaptations to bring shows from Lond
> 1. How does the Audience Rewards program support Nederlander’s overall strategic plan? 2. It might seem as though Nederlander’s first-mover strategy has the entertainment rewards market locked up. But what strategies and tactics could a second-strategy
> 1. Are there more ways Kraft Foods can tailor its structure, its products, or its communication efforts to better satisfy customers? If so, what are they? 2. How do you think splitting the company into two units will help Kraft meet its customers’ needs?
> 1. In what additional ways can Kellogg’s capitalize on the popularity of social media to market its products? 2. What changes do you think Kellogg’s could profitably make in its current social media strategy?
> 1. Describe how Hubway can use relationship selling to build partnerships with retailers and corporations. 2. How might Hubway create sales promotions using specialty advertising?
> 1. What are the benefits of e-marketing for Hubway? What are the potential drawbacks? 2. Thus far, Hubway essentially engages in business-to-consumer (B2C) e-marketing. Cite two or three examples of ways in which Hubway might branch out into business-to
> 1. In your opinion, should Food Network try to attain prestige objectives through pricing? Why or why not? 2. How would you classify the market structure for Food Network’s offerings (both content and tangible goods)? Explain. 3. How might Food Network a
> 1. Over the next ten years, do you think Geoffrey Small’s insistence on exclusivity will continue to benefit his business or begin to be detrimental? Why? 2. In your opinion, why does Geoffrey Small have such successful partnerships throughout his marke
> 1. Why is the link between relationship marketing and social responsibility so important to Small’s business success? 2. Geoffrey B. Small is an avant-garde designer and unconventional businessperson. What examples does he set, and what might marketers
> 1. If you were a Food Network marketer, how would you state the network’s overall marketing message? 2. Describe the types of advertising appeals that you think would be most effective with Food Network viewers. 3. In what ways do Food Network and its ad
> In this chapter, you learned that American Girl has expanded its products beyond the original American Girl dolls, intended for nine-year-old girls. Why has this strategy worked for the company? Identify another well-known product that appeals to a speci
> 1. Do you think General Mills’ rapid progress toward some of its goals means it has set appropriate benchmarks for social responsibility achievement? Or should it set higher ones? 2. How can the company further improve the nutritional quality of some of
> 1. Critics say marketing games manipulate customers into giving away ever more personal information without the real thrill of game playing. Do you agree? Why or why not? 2. Banks say they are cautious about adopting gamification techniques because of co
> 1. How would you define the major problem faced by GaGa that a marketing research program could resolve? How has this problem affected the marketing of the company’s products? How might marketing research help? 2. Identify the methods of collecting prima
> 1. Experience has taught the Kings that smaller, specialty markets are the strongest retail outlets for their GaGa SherBetter. Under what conditions might they begin to make a successful move into the larger supermarket chains? 2. How might the right who
> 1. Scripps identifies its core audience as upscale women who are decision makers. Give at least one example each of cultural, social, and family influences that might sway their viewing and purchasing choices as related to Food Network. 2. What marketin
> 1. Is segmenting customers as “Explorers,” “Admirals,” and the like a useful marketing tool? Why or why not? 2. Which segments of the cruise market are most likely to be influenced by social media? Why?
> 1. How can Costco.com better inform its online customers of the product variety available and the real value of its special offers? 2. What priority do you think Costco should put on expanding its online business abroad? Is this more or less important t
> 1. Hotel chains see millennials as critical to their financial growth. What are some reasons why? 2. How should the hotel industry use social media to connect with younger travelers?
> 1. What factors account for the rising popularity of Greek yogurt? 2. Do you think the sales trend will continue upward? Why or why not?
> Imagine your favorite restaurant. List as many installations, raw materials, and supplies as you can that you think the restaurant owner or manager must be responsible for purchasing.
> How can marketers use interactive and social marketing to convert needs to wants and ultimately build long-term relationships with customers?
> 1. How does BoltBus use a combination of penetration pricing and everyday low pricing (EDLP) to achieve its objectives? 2. BoltBus is well-known for its $1 ticket sales promotion. Though it has been successful thus far, could it ever backfire? If so, ho
> 1. Where does BoltBus fall on the goods–services continuum? With this in mind, what strategies might BoltBus use to gain a competitive advantage over rival bus companies? 2. What steps might BoltBus marketers take to extend its product lifecycle?
> 1. Describe how Zappos is building brand equity along the four dimensions of brand personality. 2. What steps might Zappos take to build its private brands without endangering its relationship with the producers of manufacturing brands?
> What is purchase fraud?
> Describe how firms can alleviate some of the privacy concerns of online shoppers.
> How is wireless access changing e-marketing?
> Describe the type and purpose of information found on a corporate website.
> Explain how a Web presence can improve the performance of traditional brick-and-mortar operations.
> Describe the issues that go into developing a successful website. How does the purpose of the website affect its implementation and cost?
> List the five e-business categories.
> Draw a line representing the goods–services continuum. Then place each of the following along the continuum. Briefly explain your decision. a. Skype b. Teleflora.com c. Pottery Barn d. Hyundai dealership e. Redbox
> What are the four main features of a well-written corporate social media policy? Why should companies write such policies?
> What is the purpose of monitoring and measuring the SMM campaign?
> How do social media marketers arrive at a target audience?
> Why is it important for the goals of a social media marketing campaign to be both clear and flexible?
> For what purposes do not-for-profit organizations turn to social media marketing?
> As you scan the list of types of positions in social media marketing, choose two for which you think you would be best suited. Explain the reasons for your choice.
> Briefly describe the marketing uses for each of the social media platforms and social media tools.
> Why is it worthwhile for a firm to create an ethics program?
> Describe the importance of consumer rights in today’s marketing activities.
> How might marketers make the most of shifts in the social-cultural environment?
> Visit the website for a large company such as Kraft Foods, Samsung, or Campbell Soup. Look for ways the firm practices differentiated marketing. How do you think this approach benefits the firm?
> Why do marketers monitor the technological environment?
> Describe an industry or firm that you think might be able to weather an economic downturn and explain why.
> What is the function of the Federal Trade Commission? The Food and Drug Administration?
> How can social responsibility benefit a firm as well as the society in which it operates?
> Why is environmental scanning an important activity for marketers?
> What is the rule of three? Suppose you worked for a small firm in a large industry—such as a small manufacturer of furniture. How might you actually use the rule of three to enhance your firm’s position in the marketplace?
> How might an understanding of diversity help formulate a firm’s marketing strategy?
> Why is it so important for a firm to identify its core competencies?
> Over which of Porter’s Five Forces do consumers have the greatest influence? Over which do they have the least? How might these factors affect a firm’s overall marketing strategy?
> What is the difference between a firm’s mission and its objectives? Why is it important that both are conveyed clearly to employees and to customers?
> Foreign investment continues to grow in the United States. Do you think this is a positive trend for U.S. businesses and consumers? Why or why not?
> How does the BCG matrix help marketers decide which products to offer? According to the matrix, which types of products are most desirable, and why?
> What motivates firms to develop sustainable products?
> How do ethics and social responsibility help a firm achieve marketplace success?
> How has social media like Twitter and Facebook changed marketing communications?
> Describe the significance of the shift from transaction-based marketing to relationship marketing. When does relationship building begin?
> What might be some of the benefits of mobile marketing for firms that use it to reach out to consumers?
> Give an example of how the National Highway Traffic Safety Administration’s “Click it or Ticket” campaign could use one or more of the nontraditional marketing techniques to promote the cause in a state that is newly adopting it.
> Why do not-for-profit organizations need to engage in marketing efforts?
> Define “relationship marketing” and describe how it fits into the marketing concept.
> What are the three different types of competition? Give an example of each.
> Do you agree with countertrade as a legitimate form of conducting business? Why or why not? Describe a countertrade agreement that Microsoft might make in another country.
> Identify the four types of utility, and give an example of each.
> Describe briefly the three traditional global pricing strategies. Give an example of a firm or product that would be likely to adopt one of the three approaches, and explain why.
> What is the difference between a competitive bid and a negotiated price.
> What is the difference between loss leader and leader pricing? When do retailers use each?
