Deck 22: Cases

Question 1

Develop a sample advertisement for BMW in China. Include the major theme, the key copy points, and the visual that you would utilize. Explain and defend your choices based on the case and materials in Chapter 2.

Answer 1

Advertising is a communication process through which companies inform the prospective customers about the product. It is a paid activity in wherein the advertiser focusses on influencing the prospective buyers about its products. It is an effective method of sales promotion.
An advertisement for Company B, the luxury car manufacturer, customized for Country C is displayed as given below:
The details of the advertisement is explained beneath.
Theme of the advertisement: The advertisement is aimed to promote a hybrid electric car, which is nature friendly as Chinese prefer electric car.The intensifying traffic jams of the country is persuading folks to long for hybrid and electric vehicles. Along with this feature the car is also presented as a luxury model.
Key Copy Points: The key point of is the distance covered by it for every charge. Along with it, the car offers top speed which gives satisfaction to its users, and the model. Chinese associate larger vehicle with pride and as status symbol.
Also, the car is designed with lengthened wheelbase to cater to the needs of the local people of the country.
Thus, it is seen that the advertisement offers all the necessary information such as an electrifying caption, an image to catch the attention of the viewers and other necessary contact information of the dealers.

Question 2

Please reference the other-oriented, environment-oriented, and self-oriented values in the text. Choose a few of these values and explain how they are relevant to Beats by Dre and Beats Music

Answer 2

Self Oriented Values:
These are values a person sets for himself and the values act as beacon for the person to move forward in life. Example, a person when he is young may set values such as hard work and career orientation as goals.
The self oriented values can be religious or secular, postponed or immediate gratification, material or non material, hard work or leisure, active or passive.
Environment oriented values:
These values refer to a person's orientation towards the physical environment, the technical and economic environment. The environment factors are cleanliness, risk taking \security, tradition\ change, problem solving \fatalistic, performance \ status and admire\ overcome nature.
Other Oriented Values:
They represent an individual's relation with the other sections of the society. They are such as individual \collective, diversity \uniformity, masculine\feminine, competition \cooperation, youth \age.
Self -oriented values - Material values:
The music pair had set themselves materialistic values because they wanted to convert an opportunity into a business deal and they have capitalized on a market opportunity. They sensed that the market lacks prestigious headphones and people are using cheap quality ear buds.
Person D and person J sensed it as an opportunity which can be materialized and realized in cash.
Environmental Oriented Values - Performance values
They went for a performance driven environmental values because they believed the traditional small head phones are not able to offer the best enjoyment to the public and they created head phones which offered the best entertainment to people.
They focused on catering to the needs of music lovers and wanted to give them the experience equivalent to the sound in recording studio.
Other values - Competition:
They wanted to compete with the market conditions and other competitors such as A and they did by creating head phones which offered the best entertainment value. They differentially marketed their product and were widely accepted by the customers.

Question 3

Rovio is engaging in cause-related marketing by teaming up with BirdLife International, a nonprofit organization. How well does this cause "fit" Angry Birds Discuss the impact that this cause-related marketing partnership could have for Angry Birds.

Answer 3

Extinction refers to a state of diminishing or disappearance of the rare species of birds.
In order to prohibit such restrictions R is joining hands with an NGO which is concerned in helping in the prohibition of extinction of birds.
R's fight to save rare species of birds from extinction is justified by his cause related marketing of the game. For example, the game leads the players to a website which takes them to the wild life web site and the players can browse through the history of the extinct birds.
Also, people visiting the web site are encountered with a trivia question and the winner if which will be getting some secret life for their angry birds game.
This has plenty of impact on the people visiting the wild life website and they may extend their helping hand in saving the birds from extinction.

Question 4

How could P G build buzz or WOM for Tide Pods

Question 5

Develop a brand "schema" for the old version and the new version of Domino's brand image. Discuss the marketing implications of the differences.

Question 6

Visit Complete Natural Nutrition's website (www.completenaturalnutrition.com). What types of attitude change strategies are they utilizing Do you think they are effective

Question 7

Chapter 8 discusses stimulus factors in advertising. Use Google Videos or Google Images to find examples of the advertisements for either Xerox's 2010 or 2013 advertising campaigns. Evaluate those advertisements based on the following stimulus factors:
a. Size
b. Intensity
c. Attractive visuals
d. Color and movement
e. Position
f. Isolation
g. Format
h. Contrast and expectations
i. Interestingness
j. Information quantity

Question 8

Chapter 16 also discusses bounded rationality, which is consumers' limited capacity for processing information. Many retailers who use scent diffuser use such small amounts of scent that consumers may not realize that the retailer's scent is playing a role. Discuss the ethical implications.

Question 9

What factors do you feel contributed to customers' high levels of anger toward Netflix's new pricing policy How might Netflix have handled this situation better Explain.

Question 10

Evaluate Tesla's website (www.teslamotors.com).

Question 11

Create a diagram linking the value drivers for RAEX LASER steel to buyer satisfaction, trust, relationship quality, and loyalty. Explain how RAEX branding was much more than a promotion-driven process.

Question 12

Chapter 3 discusses several key American values. Which of these values are being triggered by critics of Abercrombie Fitch who react negatively to products such as padded bikini tops for tweens Why

Question 13

Growth in car ownership in China is expected to explode in the next 20 years. This will, for many Chinese, involve buying and owning a car for the very first time. In terms of adoption of innovation (see Chapter 7) for these first-time buyers:
a. What type of innovation is the car for Chinese consumers who have never owned one Explain.
b. The current car owners in China, comprising 5 percent of the population, would fall into which adoption categories
c. Analyze the likelihood that such growth can be achieved, using Table 7-2 as a structure.
d. Do you think the values and desires of later adopters in China will be different from the 5 percent who currently own cars Explain.

Question 14

Refer to the generation groups and social classes in Chapter 4 and the ethnic subcultures in Chapter 5. With all of these concepts in mind, describe an ideal target market segment for Beats Music

Question 15

Examine the four cause-related marketing (CRM) consumer segments in Chapter 3. Detail each segment's likely response to the CRM partnership that Angry Birds has with BirdLife International.

Question 16

Using the demographic characteristics of green cleaners listed in the case, develop a marketing campaign including (a) a core theme, (b) body copy, (c) key visual aspects, and (d) media considerations for one or more target groups.

Question 17

Is Domino's new pizza recipe an innovation If so, what type of innovation is it Explain your answer.

Question 18

What learning approach and principles would you use to teach consumers about Complete Natural Nutrition's products such as Cheese Please and Real Food Toppers Is this reflected in the company's website

Question 19

Discuss aspects of learning (Chapter 9) that have made it difficult for Xerox to change the brand perceptions held by consumers.

Question 20

When it comes to the ethical implications of scent marketing, do you feel that there is a difference in retailers that use natural scents (like food retailers baking in the retail space) versus retailers that use artificially manufactured scents

Question 21

Netflix, as well as its competitors, use the Internet as part of a multi-channel strategy. Research the product and service offerings of two or more of Netflix's competitors in the in-home movie industry, such as Blockbuster, Walmart, Amazon Prime, or Redbox. Compare, contrast, and explain how the competitors you chose are using a multi-channel strategy.

Question 22

With the ever- looming possibility of high gasoline prices and concerns about carbon emission, discuss how Tesla can be both a utilitarian decision and a value-expressive decision.

Question 23

Should promotion and advertising come first or last in the brand-building process Does this depend on whether the promotion is targeted at the "external consumers" (in this case, the job shops) or the "internal consumers" (in this case, customer service employees) Explain.

Question 24

Chapter 6 discusses the consumer socialization process. Some people feel consumer socialization is a responsibility of the parents, while others feel that marketers help socialize children as consumers by targeting them. What can parents of tweens do to ensure that their children are socialized as consumers in a positive way when they are faced with marketplace options that include risqué clothing for children

Question 25

The automobile is an innovation that is not as widespread in China as in other countries. Chapter 7 discusses the innovation process and factors affecting the spread of innovations. Figures 7-7 through 7-9 give examples of various diffusion curves based on different diffusion rates. Draw two separate adoption curves, one for rural consumers and one for urban consumers in China. Defend your answer based on demographics, values, and lifestyle factors.

Question 26

Refer to Table 5-2 in Chapter 5, entitled, "African-American Segments Identified by Yankelovich." Imagine that Beats has decided to target African Americans. Which of these segments would be the best target market for Beats Explain your answer.

Question 27

Angry Birds and many other apps are available in numerous countries. What are some factors that app designers should consider when entering into a foreign market

Question 28

What are the opportunities and challenges facing marketers that are targeting the lucrative Hispanic market through online and mobile marketing

Question 29

Chapter 11 discusses source characteristics and celebrity endorsements. Three constructs that influence the effectiveness of a celebrity endorser are expertise, aspirational aspects, and meaning transfer. Think in the context of the Let's Move! Campaign.
a. Evaluate Michelle Kwan on these three aspects relative to the Let's Move! Campaign.
b. Evaluate Beyoncé on these three aspects relative to the Let's Move! Campaign.
c. Evaluate Shaquille O'Neal on these three aspects relative to the Let's Move! Campaign.

Question 30

Develop a psychographic profile relating to the type of person who would be most likely to purchase pet food products from Complete Natural Nutrition. That is, generate a list of attitudes, values, activities, and interests that are specifically related to having a dog that Cheese Please and Real Food Toppers buyers would likely possess.

Question 31

Dell is using emotional appeals in the "More You" advertising campaign. Chapter 10 identifies three basic emotions.
a. Which of these three primary emotions is Dell trying to elicit with this campaign (you can select more than one) Justify your answer.
b. Table 10-4 gives examples of various emotions that are covered within the three primary dimensions. Using this list, as well as other descriptors, describe the specific emotions that the "More You" campaign could elicit.

Question 32

Brainstorm a short list of brands; make sure that some are typically involved with nominal decision making and others are typically associated with extensive decision making. Then, imagine you are a marketer for those brands and describe the types of aromas that would match with each brand.

Question 33

Chapter 17 describes several segments of Internet shoppers that were identified by Experian based on their attitudes and behaviors. Which of these segments are most likely to fit the target market for digital movie delivery Multiple segments may be correct. Explain the basis for your answer.

Question 34

In general, how do gas prices or fuel costs factor into the decision-making process for consumers in terms of influencing the consideration set and decision-making rule used in selecting a transportation option In the context of Tesla's high sticker price, does your answer change If so, how Detail and explain. (Hint: Consider the marketing strategies based on information search patterns in Chapter 15.)

Question 35

Discuss the importance of "internal marketing efforts" discussed in Question 2 to the success of RAEX's branding strategy.

Question 36

Chapter 6 discusses family decision making and family purchase roles. What roles do tweens play in family decision making How do roles of tweens differ in different purchasing contexts

Question 37

BMW and other foreign auto makers are adapting their products to better suit the Chinese market. To what extent should BMW customize their offerings to local tastes and preferences What are the risks of extreme customization

Question 38

Refer to the three categories of innovation in Chapter 7. Which category of innovation do the following products belong Justify your answer.
a. Beats headphones
b. Beats Music

Question 39

Angry Birds is appealing to young children because of its simplicity and cartoonish quality. Clearly, children are one of the market segments that Angry Birds is targeting. It is involved in, or is planning, such initiatives as clothing, toys, and Angry Birds Happy Meals. Chapter 6 discusses marketing to children and the consumer socialization process. What ethical concerns should Rovio consider when marketing to children

Question 40

Based on the information in Tables A, B, C, D, and E, develop an overall marketing strategy for targeting the Hispanic market.

Question 41

Chapter 11 also discusses fit between a celebrity endorser and the product that he or she endorses. Do you feel that there is a better fit between the Let's Move! Campaign and each of the following celebrities or between their endorsed soda brand and each of the following celebrities. Justify your answer.
a. Michelle Kwan
b. Beyoncé
c. Shaquille O'Neal

Question 42

Based on the demographic data in Table A, what would be the best target(s) market for Cheese Please and Real Food Toppers, assuming they are targeting the premium market

Question 43

Chapter 11 discusses source characteristics.
a. Other than Dell, who serves as the source in the "More You" advertisements
b. What is the technical term for the types of sources that are present in the "More You" advertisements
c. How does this type of source impact source credibility

Question 44

Visit a local shopping mall and the lobbies of several major hotel chains. Pay attention to the smells that you encounter while in each retail establishment. Prepare a short report that compares and contrasts the scents that you encounter in each location.

Question 45

Chapter 15 discusses information search in the consumer decision-making process. Explain which of the strategies relating to information search patterns shown in Table 15-3 Netflix's competitors could best use to capture market share in light of Netflix's new pricing

Question 46

To which of the eight "Shades of Green" segments discussed in Chapter 3 does Tesla appeal most Explain you answer.

Question 47

Are buyers of RAEX LASER just "paying more for the name" or is it due to the economic benefits associated with the name What, if any, economic benefits accrue to buyers of RAEX LASER steel

Question 48

Using the information in this case and the description of tweens in the text, imagine you are marketing sparkly lip gloss. What ethical issues should be considered when developing persuasive messages targeted at this audience

Question 49

Developing guanxi is a vital part of business in China. Using the text and case, explain how a Western company could build guanxi with their Chinese business partner.

Question 50

Think in terms of family decision making from Chapter 6. What members of the household are likely to play each of the following roles in the purchase decision for Beats Music or Beats headphones
a. Initiators
b. Information gatherers
c. Influencers
d. Decision makers
e. Purchasers
f. Users

Question 51

Angry Birds has been widely popular among Americans. What American values discussed in Chapter 3 help explain why Angry Birds is appealing to such a large audience. Defend your answer.

Question 52

Based on the information in Tables A, B, C, D, and E, develop an advertising campaign including ( i ) overall positioning strategy and core theme, ( ii ) key advertising copy points, ( iii ) visual elements, and ( iv ) key media outlets.

Question 53

Review the celebrity endorsements listed in the table.
a. Choose three celebrity\product pairs that you feel are the best in terms of fit. Justify your selection.
b. Choose three celebrity\product pairs that you feel are the worst in terms of fit. Justify your selection.
c. Compare and contrast your choices from part a and part b.

Question 54

Develop an ad or marketing approach to create a positive attitude toward Cheese Please or Real Food Toppers, focusing on the following components:
a. Cognitive
b. Affective
c. Behavioral

Question 55

Dell's "More You" advertisements feature customers talking about how they use Dell products to satisfy a need. Chapter 10 discusses Maslow's hierarchy of needs. Which of these needs could Dell products help satisfy for consumers Justify your answer.

Question 56

Chapters 15 and 17 discuss information search and shopping. If Amazon is successful with its launching of Amazon Prime Air, how could this change the information search in the consumer decision process and could it result in more online purchases

Question 57

Netflix has begun the process of expanding its online video-streaming service globally. According to the case, Netflix already has a strong presence in the Western Hemisphere and is considering expansion into other countries.
a. Using Table A and what you've learned about cross-cultural marketing and culture variations, explain why Netflix may be interested in expanding into Europe.
b. Which of the European countries in Table B would be especially attractive for Netflix to enter Justify your answer
c. What considerations should Netflix make when approaching a foreign market

Question 58

Chapter 7 discusses types of innovation. Is a Tesla best described as a continuous, dynamically continuous, or discontinuous innovation Explain your answer.

Question 59

Does the fact that job shops use brand name in their decision process mean that they are irrational decision makers

Question 60

Visit at least three websites designed to appeal to children under 13 (e.g., Nick.com, Disney.com, and so on) and complete the COPPA Evaluation Grid.

Question 61

China is not the only Asian country with a large population that represents opportunity for new customers who have their own unique tastes. Similar to BMW Brilliance, BMW India serves the Indian market and launches certain models especially for India. Discuss factors that make India attractive to BMW. Compare and contrast India and China in terms of the key elements that BMW must address.

Question 62

Reference the section of Chapter 7 on reference group influence.
a. Are Beats headphones a necessity or non-necessity
b. Are Beats headphones visible or private
c. Given your answers for (a) and (b), how has Beats by Dre capitalized on this in the past
d. Do you feel reference group influence will play an important role in the success of Beats Explain your answer.

Question 63

Given the unusual circumstances of American Eagle's launch of its American Beagle line, do you feel that this April Fool's prank was genuinely a prank-turned reality or do you think that it was actually a planned launch and American Eagle was testing the waters in a way that created consumer engagement and buzz in the marketplace Or perhaps you have another opinion Explain your answer.

Question 64

Based on the information in Tables A, B, C, D, and E, develop training materials for entry-level marketing professionals (specifically those working for a company whose target segment is or includes Hispanic consumers) to enhance their interactions with consumers and to enhance their selection of media outlets when communicating with consumers.

Question 65

Chapter 8 discusses consumer inferences. Reflect on what you read about the Let's Move! promotions and the celebrity endorsers' subsequent behavior.
a. What aspect of consumer inferences in Chapter 8 is related to this situation
b. How might that aspect affect the inferences that consumers draw about the Let's Move! Campaign How about for the celebrities discussed in the case

Question 66

Develop an ad or marketing approach to create a positive attitude toward Cheese Please or Real Food Toppers, using the following:
a. Humor
b. Emotion
c. Utilitarian appeal
d. Value-expressive appeal
e. Celebrity endorser
f. Self-concept
g. Fear

Question 67

Dell is targeting members of Generation Y with their "More You" campaign. Using what you know from Chapter 4:
a. How well does Dell's approach align with the characteristics of Gen Y
b. What else could Dell do to better reach this demographic

Question 68

Chapter 16 discusses evaluative criteria and Chapter 18 discusses postpurchase cognitive dissonance. What are some things that Amazon could do to aid consumers in making decisions about a product and the evaluative criteria for the product they are considering purchasing Could this help make consumers feel more comfortable about purchasing a product online and reduce postpurchase guilt and dissonance

Question 69

Would this shopBeacon technology be best targeted to individuals engaged in the nominal, limited, or extended decision-making process (or more than one) Justify your response.

Question 70

Define loyalty as you understand it from the text. Do you think the Gilt Insider Program at Gilt Groupe helps create loyalty Explain.

Question 71

Describe the various ways in which reference groups and word-of-mouth might operate in this setting.

Question 72

Prepare a report including the COPPA Evaluation Grid and discuss how well these companies appear to be adhering to the The Rules under COPPA. Are there areas in which you see room for improvement Explain.

Question 73

What type of marketing strategy is CVS using

Question 74

Review the section of Chapter 7 on marketing strategy, WOM, and opinion leadership. Which strategy or strategies of those listed has Beats by Dre used to become so popular in its market

Question 75

As part of the launch, American Beagle allowed consumers to sign up for early sales before the dog apparel were released.
a. What category of adopters discussed in the section of Chapter 7 on diffusion of innovations would the consumers that signed up early fall into
b. What are some possible reasons behind American Beagle offering early sign-ups

Question 76

Using the information provided in the tables, which of the five green segments identified by Cotton Internationa would you target if you were marketing a clothing line in each of the following situations. Explain your choices.
a. Well-known brand name that is moderately environmentally friendly but has the potential for mass appeal.
b. Well-known brand name with a track record of environmental friendliness and a high natural-fiber content.
c. Moderately well-known brand name, with low prices, that has been cited in the past for behaving in ways that are not environmentally friendly.

Question 77

Chapter 9 discusses schemas, which are also known as schematic memories and knowledge structures. Construct a schema diagram for each of the following celebrities as brands.
a. Michelle Kwan
b. Beyoncé
c. Shaquille O'Neal

Question 78

Chapter 8 discusses branding strategies. One of the ways that the Hello Kitty brand became disseminated so widely is by using a co-branding strategy with many other brands.
a. What are some of the brands mentioned in the case that partnered with Hello Kitty
b. Discuss the perceived fit between each of those brands and Hello Kitty.
c. Discuss the target market for each of those cobranded offerings. Are the target markets the same If not, how do they differ
d. Perform an Internet search to discover more brands with which Hello Kitty is currently partnering.
e. Repeat the analysis in parts b and c for the new brands that you uncovered in your Internet search.
f. What characteristics of Hello Kitty make it able to be a successful co-branding partner with so many other types of brands

Question 79

Chapter 11 discusses the appropriateness of value-expressive versus utilitarian appeals in various contexts.
a. Are Dell's products functional products or are they designed to enhance self-image or provide other benefits
b. Based on your answer to part a, what does the text suggest is the most appropriate appeal

Question 80

Chapter 17 discusses perceived risks. What perceived risk is Amazon reducing How