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Chapter: 3 -Problem: 2 >> Review the Amazon case study that opens this chapter. Create a table like the one below—and fill in the empty cells. If necessary look back at Chapter 2 to remind yourself of the definition of threat and opportunity. Then describe how each of the three trends could be seen as a threat or an opportunity for Amazon. Transcri
Answer Preview: Trend Threat or Opportunity for Amazon 1. Increase in e-commerce sales Opportunity 2. Advancements i…

, Chapter: 21 -Problem: 11 >> Explain the difference between a forecast of market potential and a sales forecast.
Answer Preview: Sles nd mrketing re the bred nd butter fr ny business. Thugh bth the terms re similr t lymn there re …

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, Chapter: 16 -Problem: 12 >> Go to the Facebook page for Olive Garden (Italian restaurant chain)—choose the main company page, not an individual location. Scan through the page and open different tabs. Critique the pages. What do you think works well? What could be improved?
Answer Preview: Upon visiting the Olive Garden Facebook page, I noticed that there is a good variety of content on the page, including promotions, menu items, and cus…

, Chapter: 18 -Problem: 2 >> Explain how Samsung could make changes to its marketing strategy to address: a) Price sensitivity, b) Value in use pricing, and c) Reference prices. How does it use product-line pricing? Go to the section of Samsung’s website where its TVs are shown to better understand its television product line.
Answer Preview: a ) Price sensitivity : Samsung could address price sensitivity by offering discounts or promotions …

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, Chapter: 15 -Problem: 2 >> Consider the digital and mobile advertising section of the chapter. Develop a plan with three specific ideas about how Subway could develop digital and mobile programs consistent with its target markets and positioning. Explain why your ideas would work.
Answer Preview: A Facebook status is a social media update feature that enables users to discuss their thoughts…

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, Chapter: 11 -Problem: 1 >> From this case, identify examples of different key terms and concepts covered in the chapter. For example, a distribution center is discussed in the second paragraph.
Answer Preview: When you shop online it takes much time to research befor…

, Chapter: 21 -Problem: 7 >> (a) What percentage markups on cost are equivalent to the following percentage markups on Selling price: 20, 371/2, 50, and 662/3? (b) What percentage markups on selling price are equivalent to the following percentage markups on Cost: 331/3, 20, 40, and 50?
Answer Preview: A markup on cost is the percentage increase in the cost of a product that is added to the cost in order to determine the selling price. A markup on se…

, Chapter: 18 -Problem: 1 >> Review the Samsung case study that opens the chapter. From this case, identify examples of different key terms and concepts covered in the chapter. For example, “selling $2,000 and making $10” refers to markup.
Answer Preview: The key terms and concepts: Price fixing: Price fixing refers to the practice of colluding with other firms to set prices at a certain level in order to increase profits. In the Samsung case study, Sa…

, Chapter: 12 -Problem: 7 >> What are some advantages and disadvantages to using the Internet for shopping?
Answer Preview: Nw dys internet bemes the imrtnt rt f life. ustmers re mre relying n internet even fr the shing. The ress f shing using the internet fility is ls knwn …

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, Chapter: 21 -Problem: 9 >> Explain how the general manager of a department store might use the markdown ratios computed for her various departments. Is this a fair measure? Of what?
Answer Preview: Mrkdwn rti Mrkdwn rti is tl tht is used by retilers t mesure the effiieny f the dertments s well s w…

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, Chapter: 16 -Problem: 4 >> Which of the following products are good candidates for user-generated content: (a) Men’s underwear, (b) Women’s fashion jeans, (c) Brand of salsa, (d) Lumber used in home construction.
Answer Preview: User-generted ntent (UG) refers t ntent reted by ustmers r users f rdut, serv…

, Chapter: 11 -Problem: 2 >> Assume that Coca-Cola is adding packaged fresh fruit snacks (they have a two-week shelf life) to its product line. Would the current physical distribution system for its drinks work for snacks? Why or why not? What changes might be needed?
Answer Preview: The regression results show that customer service, in…

, Chapter: 9 -Problem: 2 >> Assume that iRobot is trying to develop a home health care robot. This robot would help the elderly around the house with basic tasks such as reminders to take medicines and basic cleaning. Describe how this might look at each step in the new-product development process. Provide as much detail—even if you are speculating—as possible.
Answer Preview: 1 . Ide ation : The ide ation phase would involve researching and developing a concept for the home …

, Chapter: 21 -Problem: 1 >> Distinguish between the following pairs of items that appear on operating statements: (a) Gross sales and net sales(b) Purchases at billed cost and purchases at net cost.
Answer Preview: erting sttement erting sttement is finnil sttement whih ntins detil regrding mnys inme, exenditure, …

, Chapter: 9 -Problem: 10 >> Explain the importance of an organized new-product development process and illustrate how it might be used for (a) A new hair care product, (b) A new children’s toy, and (c) A new subscribers-only cable television channel.
Answer Preview: new rdut shuld be develed rding t ustmers needs nd wnts. rduts ls shuld be budget-friendly, whih mth…

, Chapter: 10 -Problem: 1 >> Review the PC industry case study that opens the chapter. From this case, identify examples of different key terms and concepts covered in the chapter. For example, channel conflict is shown when HP added direct distribution in response to Dell.
Answer Preview: Definition. Online shopping is the activity of purchasing goods and services over the internet whi…

, Chapter: 7 -Problem: 22 >> Discuss the concept that some information may be too expensive to obtain in relation to its value. Illustrate.
Answer Preview: gd mrketing mnger is the ne wh lwys evlute the st nd dvntges ssited w…

, Chapter: 1 -Problem: 1 >> The case that opens this chapter features Nike. Review this case and pull out as many examples as you can of different key terms and concepts. For example, Nike demonstrated social responsibility (key term) when it began to monitor its suppliers’ labor practices.
Answer Preview: Some essential phrases and concepts connected to marketing have been foun…

, Chapter: 16 -Problem: 8 >> Find a Facebook page for a brand or company. Evaluate that page. What do you think are the promotion objectives? Does the Facebook page foster engagement (are many followers posting messages directed at the brand)?
Answer Preview: The evaluating strategies are the last segment of a common advertising blend. The instance of Method has included different basic terms identified wit…

, Chapter: 19 -Problem: 15 >> Discuss how one or more of the trends or changes shown in Exhibit 19–5 are affecting marketing strategy planning for a specific firm that serves the market where you live.Data from Exhibit 19-5 Transcribed Image Text: Communication Technologies The Internet and intranets Satellite communications and
Answer Preview: The Internet and int ran ets have created a more global marketplace . This has affected marketing st…

, Chapter: 6 -Problem: 1 >> From this case, identify examples of different key terms and concepts covered in the chapter. For example, when MetoKote built a paint plant right next door to John Deere’s manufacturing plant, this was an example of a relationship- specific adaptation.
Answer Preview: Customer satisfaction is defined as a measurement that …

, Chapter: 8 -Problem: 3 >> Define, in your own words, what a Product is.
Answer Preview: In mrketing, the rdut is nt just the tngible rdut itself. It invlves the need it fulfill…

, Chapter: 13 -Problem: 2 >> Then go to GEICO’s Facebook page and Twitter feed. Suggest three different posts for each site—one each aiming to inform, persuade, and remind.
Answer Preview: Customer segmentation is the process by which you divide your customers into segments up based o…

, Chapter: 16 -Problem: 2 >> Review the HubSpot case study that opens the chapter. Suggest how the company might utilize some other form of earned, owned, or social media in its promotion blend.
Answer Preview: HubSpot is a company that provides software for inbound marketing and sales. The company might …

, Chapter: 14 -Problem: 1 >> From this case, identify examples of different key terms and concepts covered in the chapter. For example, it mentions that salespeople specialize by customer segments— part of getting the right structure.
Answer Preview: Customer segmentation is the process of grouping customers according to how a…

, Chapter: 12 -Problem: 2 >> Go to the Macys.com website and consider the discussion in this chapter of online retailing and omnichannel. What else could Macy’s do to improve its online and offline shopping experience for customers.
Answer Preview: Brand experience includes store design and atmosphere, consistently great product quality, making …

, Chapter: 14 -Problem: 8 >> Compare and contrast missionary salespeople and technical specialists.
Answer Preview: In rder t filitte sles, surt selling is key tivity. There re mny tyes f surt selling …

, Chapter: 9 -Problem: 12 >> Explain the role of product or brand managers. When would it make sense for one of a company’s current brand managers to be in charge of the new-product development process? Explain your thinking.
Answer Preview: Brnd mngement is the siene f rfting nd sustining brnd. This mens defining the brnd, sitining the brnd, nd delivering the brnd vlue nstntly. Brnding re…

, Chapter: 16 -Problem: 1 >> From this case, identify examples of different key terms and concepts covered in the chapter. For example, the case mentions customers “liking” a HubSpot Facebook post—this is an example of pass-along and earned media.
Answer Preview: Key terms and concepts include: Marketing: Marketing is the process of creating, communicating, and delivering value to customers through the exchange …

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, Chapter: 9 -Problem: 1 >> From this case, identify examples of different key terms and concepts covered in the chapter. For example, the AVA 500 robot appears to be a discontinuous innovation.
Answer Preview: The key terms and concepts: Innovation: Innovation refers to the introduction of new products, processes, or technologies that represent a significant …

, Chapter: 12 -Problem: 1 >> From this case, identify examples of different key terms and concepts covered in the chapter. For example, Macy’s is an example of a department store.
Answer Preview: The shopping experience is the complete set of perceptions that customers receive while purch…

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, Chapter: 21 -Problem: 4 >> Compute the net profit for a company with the following data: Transcribed Image Text: Beginning inventory (cost). $ 150,000 Purchases at billed cost.... 330,000 Sales returns and allowances.. 250,000 Rent ... 60,000 Salaries..... 400,000 Heat and light.... 180,000 Ending inventory (cost). 250,000 Fr
Answer Preview: Here are the various formulas you can use to calculate net …

, Chapter: 21 -Problem: 5 >> Construct an operating statement from the following data: Transcribed Image Text: Returns and allowances... $ 150,000 Expenses... 20% Closing inventory at cost ... 600,000 Markdowns..... 2% Inward transportation 30,000 Purchases .... 1,000,000 Net profit (5%)..... 300,000
Answer Preview: Particulars Amount $ Net Sales 30,000 Less: Cost of …

, Chapter: 13 -Problem: 1 >> From this case, identify examples of different key terms and concepts covered in the chapter. For example, advertising is represented by the Gecko ads.
Answer Preview: Customer segmentation is about actively trying to group customers together based on their buying …

, Chapter: 16 -Problem: 6 >> Briefly discuss some of the pros and cons of earned and owned media for a producer of golf clubs and for a dance studio.
Answer Preview: wned medi ntins mtter but mnys rduts, servies nd ther sets. Websites, blgs, e-bks, white ers, …

, Chapter: 17 -Problem: 1 >> From this case, identify examples of different key terms and concepts covered in the chapter. For example, early on the company had a sales-oriented pricing objective thanks to financial backers concerned with market share and sales volume.
Answer Preview: Key terms and concepts include: Pricing objective: A pricing objective is the overall goal a firm has in mind when setting prices for its products. Some common pricing objectives include maximizing pr…

, Chapter: 6 -Problem: 2 >> Applying concepts from the chapter, what else could be done to build a more effective buyer–supplier relationship with MetoKote? How should John Deere manage a relationship with a supplier of cleaning supplies for its manufacturing plant? Offer some specific recommendations based on what you learned in this chapter.
Answer Preview: Online shopping or e-shopping is searching for and purchasin…

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