1) Pick two companies with different branding strategies (ie: Corporate parent brands versus distinct product brands). Why do you think they are using different brand approaches?
2) Given the two brand names Mercedes-Benz and nabisco, choose several brand extensions that you believe make sense and several that do not. Explain why?
1) What are the pros and cons of the three approaches to new-product development discussed in the chapter? Are there some circumstances (different product categories) in which one approach might be better than another?
2)For frequently purchased products, successful new product must have high trial and repeat rates. What tools can the marketing manager use to increase trial rates? Repeat rates?
1) Why is the marketing strategy so important to the pricing decision? Can you think of some examples in which the strategy and the price appear to be inconsistent?
2) Find other illustrations of companies that have set prices lower than customer value. Do you think they were set that way intentionally? If so, Why?
1) Occasionally companies will use media contrary to normal industry practice. For example, a B-to-B product might be advertised on network tv and a frequently purchased product would use no TV advertising. Under what conditions might that happen?
2) Suppose that a new communications program is being developed for your school. What would be the goals of this program? What information would you collect to measure the effectiveness of the program?
1) How are advertising ans sales promotion similar? Different? Which do you think is more effective communications tools and why?
2) Are particular kinds of customer-oriented sales promotions more likely to have long-term effects on buying behavior than others?
1) What are the pros and cons of using the web a distribution-channel? Are there some situations where it should not be a part of the channel mix?
2) Devolp two examples of companies that are using other companies as distributors such as AT&T using fry’s electronics for internet service. What benefits are the original companies receiving in these two cases?
1) Considering the different tasks a salesperson must perform, how is the job different from an automobile salesperson and a representive selling a computer system?
2) What products or services would be more appropriate for implementing the three different approaches to determining sales force size described in this chapter? Be specific.
1) Think of a recent example in which you were treated poorly by a company. Assuming you do not to choose to buy from that companies products or services, approximately what is the present value of the revenue that company lost?
2) Are loyalty programs more likely to be successful in certain kinds of products and services than others? Given the proliferation of loyalty, how can you differentiate your program from competitors’ programs?
1) Recall the last time you had an unsatisfactory encounter with a service provider. Given the dimensions of service quality discussed in this chapter, exactly where were the negative gaps between expectations and the actual service?
2) Pick two services, one consumer and one industrial. What can a company in each industry do to make its services more tangible to customers?
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