What types of factors might the firm monitor in its relationships?
> Which is the largest segment of the business market? What role does the Internet play in the B2B market? What role do resellers play in the B2B market?
> What is learning as it relates to marketing? Explain the four steps in the learning process and give examples as they relate to marketing.
> What are the components of attitude? Explain the two ways in which marketers can try to change consumer attitudes toward their products.
> What are the three reasons that subliminal perception is unlikely to result in a purchase? Despite these findings, what role is neuroscience now playing in the creation of marketing messages?
> What are the two factors that interact to create a person’s perception of an object? How is this important for marketers?
> According to Maslow, what is the difference between needs and motives? How can marketers make use of these two concepts to lead consumers toward purchases?
> What are the four role categories that describe each spouse in a household? Which role has changed the most in recent years, and why?
> Describe a purchase that a consumer might make that would reflect his or her status within a particular group. If that person’s status increased, how might the purchase selection change?
> Why is the concept of acculturation important to marketers who want to target such groups as Hispanic, Asian, or African American consumers?
> For each of the following products, what steps might marketers take to transform them from a limited problem-solving situation for a consumer to a routinized response situation? a. Buying a gym membership b. Renewing a magazine subscription c. Making a h
> Netflix has made thousands of streaming videos available to its unlimited subscribers. How does this strategy demonstrate a strategic window for the company?
> How can companies benefit from blogs and avoid their downsides?
> How does an organization create a customer?
> Why is competitive bidding an important factor in major purchase decisions like vehicles for a police force, the construction of a bridge, or the manufacture of military uniforms?
> Under Staples’ “Easy Rebates” program, customers can submit most of their rebate applications online for products purchased over the Internet, through the catalog, and in Staples stores. Customers may also submit several rebates at once and receive email
> When Chinese automakers recently began exporting cars, rather than focusing on developed nations in the West, they are shipping autos to emerging markets in countries such as Algeria, Russia, Chile, and South Africa. In these markets, even used vehicles
> Capital Motors, a car dealership, recently announced that it will rely less on high-volume strategies such as discounts and rebates to improve its profitability. Another strategy it will employ is to sell fewer cars to rental fleets, which eventually ret
> Some finance experts advise consumers not to worry about rising gasoline prices, the cost of which can easily be covered by forgoing one takeout meal a month, but to worry about how high energy prices will affect the rest of the economy. For example, eac
> Recording artists earn only about 9 percent in royalties per CD, using a royalty base of retail price less 25 percent for packaging costs. The rest goes to the producer and to cover recording costs, promotion, copies given away to radio stations and revi
> Prices at amusement parks might rise if operators such as Disney and Universal Studios add new rides. The parks also have to deal with high fuel prices. List as many things as you can think of that parks like these offer patrons in return for their money
> Green Mountain Coffee Roasters is well known for its specialty coffees, available in many retail outlets such as supermarkets and convenience stores. But visit a medical office or a car dealership, and you might find it there as well—in one-cup dispenser
> Suppose you are a marketer for a U.S. manufacturer of pet supplies. Two top executives have proposed expanding the company by opening retail stores and marketing pets on-site—puppies, kittens, rabbits, birds, fish, and the like. What are the potential be
> Think back to publicity you have heard recently about a company or its products. If it was good publicity, how was it generated and what media were used? If it was bad publicity, where did you learn about it and how did the firm try to control or neutral
> How might transportation firms use security measures to build trust with customers and strengthen their position in the marketplace?
> What are some of the benefits and drawbacks of using celebrity testimonials in advertising? Identify an ad you believe makes effective use of a celebrity’s endorsement, and explain why.
> What steps might manufacturers take to achieve the kind of channel cooperation that could reduce or prevent cargo theft?
> What is a portfolio analysis? What purpose does it serve for marketers?
> Why must SMM content focus on the audience rather than the organization?
> Suppose you have been hired as a marketer by an online retailer, like Wayfair or Amazon, to help develop a new marketing mix. State one thing you would do to improve the retailer’s position through each of the four strategic elements: product, distributi
> Who might participate in the social media interaction on behalf of a company? What strengths could each of these people contribute to the conversation?
> What are the three essential features of social media marketing?
> What are the three questions marketers must ask before deciding on a competitive strategy?
> Imagine you had a chance to interview Google co-founders Larry Page and Sergey Brin. What questions might you ask each about strategic planning for his division and the firm overall?
> What condition in the marketplace gave rise to the need for a consumer orientation by businesses after World War II?
> List the reasons consumers give for why they shop online.
> The retail chain Anthropologie sells a unique mix of women’s clothing and home furnishings. Since its founding in 1992, Anthropologie has opened stores across the United States, Canada, and Great Britain. The retailer aims to create a shopping “experienc
> Which is larger, B2B or B2C e-marketing?
> What is the difference between a list price and a market price?
> Compare and contrast interactive ads and traditional ads.
> In what ways has the Internet changed direct-response retailing?
> What is a wholesaling intermediary? Describe the activities it performs.
> Define scrambled merchandising. Why has this practice become so common in retailing?
> What is retail convergence?
> Which two categories of costs influence the choice of how many storage facilities a firm might have and where they are located?
> Explain why the following firms might choose a dual distribution strategy: a. Netflix b. Home Shopping Network c. The Gap
> Why is brand equity so important to companies?
> After a trip to Turkey, where you were inspired by the craftsmanship of artisans who make jewelry and decorative artifacts, you decided to establish an import business focusing on their work. How would you determine distribution intensity for your busine
> What is the most important factor in a strategic alliance?
> What is an affinity marketing program?
> What are the six categories generally used to position a product?
> What are core regions? Why do marketers try to identify these regions?
> Classify each of the following as a business product or a consumer product: a. Detroit Tigers ticket b. bottle of body lotion c. fleet of delivery trucks d. bulk order of rice e. digital camera f. GE jet engine
> In what conditions is a global marketing strategy generally most successful?
> How does an import quota restrict trade?
> What are core values? Describe what you think are three core values of American society. Do you consider these your core values as well?
> Why is utility such an important feature of marketing?
> In their most basic form, RFID tags track the progress of products from warehouse to retail shelf to checkout counter. But they have great potential to provide marketers with more information about consumers’ purchase patterns. In what ways might RFID te
> Why is the recruitment and selection stage of the hiring process one of a sales manager’s greatest challenges?
> Auto dealerships often have exclusive distribution rights in their local markets. How might this affect the purchase choices consumers make? What problems might a dealership encounter with this type of distribution?
> Explain why a large firm such as General Mills might use national account selling to strengthen its relationship with a major supermarket chain.
> 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
