Questions from Marketing Management

Q: Assume that you are a marketing manager for Pantene shampoo and conditioner

Assume that you are a marketing manager for Pantene shampoo and conditioner, two of P&G’s star products, and that several of P&G’s competitors have recently begun to cut prices to retailers and also t...

Q: Consider the concept of value co-creation. a

Consider the concept of value co-creation. a. In your own words, explain the concept of value co-creation. b. What are some specific ways value can be co-created? c. Provide an example of a specific...

Q: The chapter discusses the importance of being “nimble” in all

The chapter discusses the importance of being “nimble” in all aspects of a firm’s operation – that is, to be in a position to be maximally flexible, adaptable, and speedy in response to change. a....

Q: Consider the issue of disintermediation in electronic channels. a

Consider the issue of disintermediation in electronic channels. a. Do you believe that all channels will disintermediate down to simple direct channels over time? Why or why not? b. Does your op...

Q: Review the section on change drivers and select any two within the

Review the section on change drivers and select any two within the set that you want to focus on. Pick an organization of your choice and answer the following questions: a. In what ways do each of t...

Q: Consider this statement: “It’s important in business today for all

Consider this statement: “It’s important in business today for all firms to work to cut out the middleman. Intermediaries represent costs that can be saved by finding ways to cut them out of the syst...

Q: Exhorting firms to develop networks and alliances for purposes of value co

Exhorting firms to develop networks and alliances for purposes of value co-creation sounds like a good idea. However, is there a point at which such approaches can be taken too far (a) from a legal...

Q: This chapter discusses the role of the marketing manager in promotional strategy

This chapter discusses the role of the marketing manager in promotional strategy (Exhibit 13.3 and accompanying discussion). The trend today in both large and small firms is for much of the promotion...

Q: Consider a major purchase you have made recently. Review the AIDA

Consider a major purchase you have made recently. Review the AIDA model (Exhibits 13.7 and 13.8) and accompanying discussion. a. Think back on the process that led up to your purchase and reconstruc...

Q: Select a B2C company that you are familiar with, along with

Select a B2C company that you are familiar with, along with a product sold by that company. Identify a particular consumer target market. Imagine you have been tasked with developing a paid media stra...