Define communication and describe the communication process. Is it possible to communicate without using all the elements in the communication process? If so, which elements can be omitted?
> Resource consumption per person in the United States is either flat or falling, depending on the resource. Yet living standards are rising due to improvements in technology that allow more output to be produced for every unit of input used in production.
> The main argument put forth by advocates of the single-tax movement was that: a. Taxing only income would make for a more equal society. b. Taxing only land would be very efficient because taxing land does not decrease its supply. c. Taxing only import
> Use a circular flow diagram to show how the allocation of resources and the distribution of income are affected by each of the following government actions. a. The construction of a new high school. b. A 2-percentage-point reduction of the corporate inco
> Which industries and occupations have the highest rates of unionization? Which the lowest? Speculate on the reasons for such large differences.
> Evaluate free pizza as a form of sales promotion in Pepe’s success.
> Why is heterogeneity particularly important to credit card customers?
> How has AXE used line extensions to increase its reach among consumers?
> How does international marketing differ from domestic marketing?
> Why are younger generations attracted to AXE products?
> How has AXE managed its product mix?
> What are the benefits and disadvantages of test marketing?
> What methods would you use to evaluate the effectiveness of your advertising campaign?
> What class and type of advertising would be most appropriate for your product?
> Why does greenwashing have such a negative impact?
> What are some actions organizations are taking to demonstrate a genuine commitment toward sustainability?
> What are some ways that stakeholders have dissuaded greenwashing?
> Describe Starbucks’ global strategy. Is it engaging in more of a globalization or customization approach?
> Why is product development a cross-functional activity—involving finance, engineering, manufacturing and other functional areas— within an organization?
> Do small companies that manufacture just a few products need to be concerned about developing and managing products? Why or why not?
> Identify and briefly explain the seven major phases of the new-product development process.
> Compare and contrast the three major approaches to modifying a product.
> How does a return on investment pricing objective differ from an objective of increasing market share?
> What factors must marketers consider as they decide whether to engage in international marketing?
> What is a line extension, and how does it differ from a product modification?
> What type of organization might use a venture team to develop new products? What are the advantages and disadvantages of such a team?
> What role does word of mouth play in Pepe’s integrated marketing communications?
> What types of problems does a weak product cause in a product mix? Describe the most effective approach for avoiding such problems.
> What is product positioning? Under what conditions would head-to-head product positioning be appropriate? When should head-to-head positioning be avoided?
> Explain how the term quality has been used to differentiate products in the automobile industry in recent years. What are some makes and models of automobiles that come to mind when you hear the terms high quality and poor quality?
> What is product differentiation, and how can it be achieved?
> Why can the process of commercialization take a considerable amount of time?
> Why is it so important for Caterpillar to develop new products on a regular basis?
> What are some of the benefits and risks of Caterpillar’s line extensions?
> Why do customers associate price with quality? When should prestige pricing be used?
> Why is Caterpillar so careful to test-market its products prior to commercialization?
> Are price leaders a realistic approach to pricing? Explain your answer.
> When GaGa began adding novelty bars in new flavors, what was the effect on the width and depth of its product mix?
> What forms of interpersonal communication besides language can be used in personal selling?
> Why is packaging particularly important for a company like GaGa, which can’t afford advertising?
> Do you think GaGa’s SherBetter pints and bars are likely to follow the product life cycle of traditional ice cream products? Explain your answer.
> How do industry profits change as a product moves through the four stages of its life cycle?
> Is a personal computer sold at a retail store a consumer product or a business product? Defend your answer.
> How does branding benefit consumers and marketers?
> What are the stages in the product adoption process, and how do they affect the commercialization phase?
> Why are the largest industrial corporations in the United States so committed to international marketing?
> How does an organization’s product mix relate to its development of a product line? When should an enterprise add depth to its product lines rather than width to its product mix?
> How do convenience products and shopping products differ? What are the distinguishing characteristics of each type of product?
> What are the major functions of labeling?
> Describe bundle pricing and give three examples using different industries.
> In what ways can packaging be used as a strategic tool?
> What are the main factors a marketer should consider when developing a package?
> Describe the functions a package can perform. Which function is most important? Why?
> What is co-branding? What major issues should be considered when using co-branding?
> Identify the factors a marketer should consider in selecting a brand name.
> What are some of the product issues that you need to consider when marketing luxury automobiles in Australia, Brazil, Singapore, South Africa, and Sweden?
> Compare and contrast manufacturer brands, private distributor brands, and generic brands.
> What are the three major degrees of brand loyalty?
> What is brand equity? Identify and explain the major elements of brand equity.
> Using Figure 11.1 as a guide, create a matrix of the current product mix for your company. Figure 11.1 Figure 11.1 The Concepts of Product Mix Width and Depth Applied to U.S. Procter & Gamble Products Laundry detergents Toothpastes Bar soaps Deodor
> Create a brief profile of the type of consumer who is likely to represent each of the product adopter categories for your product.
> What does the term integrated marketing communications mean?
> A retailer purchases a can of soup for 24 cents and sells it for 36 cents. Calculate the markup as percentage of cost and as percentage of selling price.
> Discuss how the profitability of your product will change as it moves through each of the phases of the product life cycle.
> How is Wyndham using symbolic and experiential benefits to target its hotels to certain groups of travelers?
> How should Wyndham market its hotels according to their stages in the product life cycle?
> Contrast globalization with customization of marketing strategies. Is one practice better than the other?
> How is Wyndham using supplemental features at its hotels to create a competitive advantage?
> How does Zappos encourage word-of-mouth marketing through digital media?
> Describe some ways in which Zappos uses digital media tools.
> How does Zappos use digital media to create an authentic relationship with consumers?
> How does Eaton target business and consumer markets? Are there any differences?
> How is Eaton using digital marketing to reach its customers?
> Should organizations be allowed to promote offensive, violent, sexual, or unhealthy products that can be legally sold and purchased? Support your answer.
> Describe ways that Eaton is addressing global challenges.
> Under what conditions is cost-plus pricing most appropriate?
> Name and describe the major ethical and legal issues that have developed in response to the Internet. How should policy makers address these issues?
> What is differential pricing? In what ways can it be achieved?
> Define interactivity and explain its significance. How can marketers exploit this characteristic to improve relations with customers?
> How does e-marketing differ from traditional marketing?
> How has digital media affected the pricing of products? Give examples of the opportunities and challenges presented to marketers in light of these changes.
> How do the characteristics of digital marketing affect the promotion element of the marketing mix?
> How can marketers exploit the characteristics of the Internet to improve the product element of their marketing mixes?
> Describe the different Technographic segments. How can marketers use this segmentation in their strategies?
> How has digital media changed consumer behavior? What are the opportunities and challenges that face marketers with this in mind?
> In which ways can word-of-mouth communication influence the effectiveness of a promotion mix for a product?
> Why are social networks becoming an increasingly important marketing tool? Find an example online in which a company has improved the effectiveness of its marketing strategy by using social networks.
> Explain the distinction between push and pull media. What is the significance of control in terms of using websites to market products?
> Review the various types of pricing strategies in Table 20.3. Which of these is the most appropriate for your product? Table 20.3 Table 20.3 Common Pricing Strategies Differential Pricing Psychological Pricing Negotiated pricing Reference pricing S
> Identify the six stages in the process of establishing prices.
> Evaluate the following statement: “Appropriate advertising media are always available if a company can afford them.”
> Describe the function and effectiveness of brand ambassadors. What are some risks associated with choosing a brand ambassador?
> Of the various pricing objectives, which one does Under Armour appear to be pursuing in its marketing of running shoes, and why?
> Review the key concepts of addressability, interactivity, accessibility, connectivity, and control in Table 10.1, and explain how they relate to new social media. Think about how a marketing strategy focused on new social media differs from a marketing c
> Would you recommend that Under Armour use cost-based pricing, demand-based pricing, or competition-based pricing for a new shirt equipped with LED lights? Explain your answer.
> When pricing its products, what external factors should Standard Renewable Energy pay particular attention to, and why?
> Discuss the impact of strategic alliances on international marketing strategies.
> Does geographic pricing affect what business customers pay for a wind turbine they buy from Standard Renewable Energy compared to prices paid by nonbusiness customers? Explain your answer.
> How are value-conscious, price-conscious, and prestige-conscious customers likely to react to the price of a wind turbine?
> List the characteristics of products that have inelastic demand, and give several examples of such products.
> What is the reason for using the term F.O.B.?
