Get rid of market anomalies and monopolies, say economists - The Malaysian Insider

Get rid of market anomalies and monopolies, say economists - The Malaysian Insider

Malaysians plagued by poor purchasing power - The Malaysian Insider

Malaysians plagued by poor purchasing power - The Malaysian Insider

Nike n KFC Chapter 20

Chapter 20

Marketing Ethics and Social Responsibility

Individual Assignments

1. Read the opening vignette to the chapter. Think about the answers to the following questions:
1. What is Nike’s impact on consumers? Do most consumers need the high tech Nike builds into its shoes, thus increasing costs and prices? Explain your answer.
2. Is Nike creating materialism, or is it responding to it? Defend your answer.
3. Comment on Nike’s response to the “sweat shop” issues. What are your feelings about their comment that they are playing by the rules of the individual country? Should Nike try to change those rules if they are in conflict with typical U.S. practices?

Share your findings with the class.

Think-Pair-Share

1. Consider the following questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond the questions from the instructor.
1. What are the primary criticisms of marketing? Which of the criticisms are fair? Unfair?
2. What is a deceptive practice?
3. What are deceptive practices that can take place in marketing?
4. What is planned obsolescence? Is it good or bad? Explain your answer.
5. Does marketing have a responsibility to serve all customers? Or only profitable ones? Who decides this?
6. What “evils” has advertising been accused of? Are these fair or unfair? Comment.
7. What is consumerism? What are the various “rights” under this concept?
8. What is environmentalism?
9. What is environmental sustainability? List and describe the four parts of Figure 20.1.
10. What is green marketing? Does it work?
11. According to Figure 20.2, what are all the marketing decision areas that may be called in question under the law?
12. List and describe the various forms of enlightened marketing. Which do you prefer? Why?
13. List and describe the forms of products shown in Figure 20.3. Which of these are desirable, and which are not?
14. How do firms meet their social responsibility function?

Outside Example

People for the Ethical Treatment of Animals, known as PETA, claims animals have rights, and humans have no right to eat them, use them to produce clothing (leather goods and furs, for example), or for testing purposes. They are against practices they say are cruel and barbaric, everything from corporate animal farming to breeding dogs and cats to supply our nation’s pet supply.

The organization targets high profile companies and their practices, recently targeting Perdue Farms and KFC for cruelty to chickens. Their activists have been known to break into test labs and release the animals there. Others have released dogs that were with their owners at dog shows.

Some have decried PETA as the lunatic fringe, while others praise their efforts to force us all to treat animals humanely.

1. Should PETA be able to release animals they truly believe are suffering? Defend your answer.
2. If you were Perdue Farms, and PETA released videos taken undercover at one of your processing facilities, how would you react? How much influence would this have on your marketing practices?
3. If you worked for a fur manufacturer, how would you counteract PETA’s campaign to get people to stop wearing fur?

Coca-Cola Global Strategy Chapter 19

Chapter 19

The Global Marketplace

Individual Assignment

1. Read the opening vignette to the chapter. Think about the answers to the following questions:
1. What appears to be Coca-Cola’s primary global strategy?
2. Why is Coca-Cola referred to as an “all-world brand”?
3. What would be an example of Coca-Cola using a localization strategy?
4. What would be an example of Coca-Cola using a standardization strategy?
5. How has Coca-Cola used advertising to its advantage in constructing a global strategy?
6. What do you see as the “image” of Coca-Cola worldwide?
7. Do you see any dangers or problems with Coca-Cola’s approach to globalization?

Share your findings with the class.

Think-Pair-Share

1. Consider the following questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to questions from the instructor.
1. What is the result of protectionism?
2. Why do companies delay pursuing internationalism strategies?
3. What is a global industry? What is a global firm?
4. List and briefly describe the major decisions in international marketing as shown in Figure 19.1.
5. Define the following terms: tariff, quota, embargo, exchange controls, and nontariff trade barriers. Explain the role played by these terms in international trade.
6. What is the purpose of the World Trade Organization and GATT?
7. Why does the WTO cause conflict in certain sectors?
8. What are regional free trade zones? Economic communities?
9. Discuss the brief history of the European Union.
10. Discuss the history of NAFTA.
11. List and briefly describe the four types of international industrial structure.
12. What factors should be considered when making the decision as to whether to do business in a foreign country? Briefly explain each.
13. What is countertrade?
14. Give examples of differences in business norms and behavior in different countries.
15. What factors impact a company’s decision on whether to go international?
16. How does a company decide which market to enter in the international marketplace?
17. Discuss the three market entry strategies shown in Figure 19.2. Which of these strategies is the riskiest? Why?
18. Compare and contrast the strategies of adaptation versus standardization the international marketplace?
19. List and briefly discuss each of the five international product and promotion strategies shown in Figure 19.3.
20. What is dumping? Is it a sound strategy?
21. Discuss the whole-channel concept for international marketing.
22. Discuss the various options open to a company when forming an international organization structure. Examine the merits of each form.

Outside Example

NAFTA has been a boon for many companies, allowing the free trade of goods and services across borders in North America. Although trade has blossomed among the three countries, the agreement is still, as the textbook says, being phased in over 15 years. And there are still barriers that exist.

Trade in food is a good example. The United States is among the world’s toughest in food safety regulations. But as it turns out, not all of our food products are welcomed by our neighbors to the north. Many poultry processors, for example, ignore the Canadian market because “it’s not worth the trouble” according to one major U.S. poultry company. The USDA Web site, http://www.usda.gov/, provides detailed information on export requirements for food processors.

1. What aspects of the global marketing environment would a food processor need to be aware of? Would it be different for a company that produces a meat product versus one that deals in fruits and vegetables? Why or why not?
2. What decisions might a food processor need to make in deciding whether to go international?
3. Outline a plan for how a food processor might want to select countries to enter.
4. Develop a global marketing plan for a pork processor (one who produces such items as bacon, hams, pork roasts, ribs, and the like). Would you take a standardized or adaptive approach? What would your product strategy be? Your promotion strategy?

Amazon.com Chapter 8

Chapter 18

Marketing in the Digital Age

Individual Assignments

1. Read the opening vignette to the chapter. Think about the answers to the follow­ing questions:
1. How does Amazon.com connect with its customers?
2. What are the advantages of this new type of intermediary? Are there any disadvantages? If so, what are they?
3. Does Amazon.com have a role to play in the B2B domain? If so, what is it? If not, why not?
4. Do you think click-only companies have a future? Explain your answer.

Share your findings with the class.

Think-Pair-Share

1. Consider the following questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to questions from the instructor.
1. What is the New Economy (new digital age)?
2. What are the major forces shaping this New Economy?
3. What is the difference between an intranet, extranet, and Internet?
4. What is e-marketing?
5. What is the most important benefit to a buyer for doing business online? Explain.
6. Why does the B2B e-commerce model do so much more business than the other forms?
7. What are your biggest fears about doing business online? How could a marketer deal with these fears and reduce them?
8. How can marketers use viral marketing to their advantage?

Outside Example

The University of Phoenix was founded in 1976, well before there was at least one PC in every home. But its founding did happen to coincide with the debut of the first personal computer, the Apple 1. From its beginning, the University of Phoenix has focused on the educational needs of working adults—a constituency that was largely ignored prior to this. For several years, the University operated “on the ground”; that is, students had to go to class one or more nights a week, just like everywhere else.

But the University’s “online campus” was established in 1989, well before the advent of and widespread use of the World Wide Web. And since then, the University of Phoenix has exploded, and more and more adults are earning their Bachelor’s, Master’s and even Doctoral degrees online.

And because this model has been so successful, many traditional universities have added online options to their degree programs. Sometimes courses are only “Web enhanced,” meaning that the students still gather in a traditional classroom, but some work takes place on the Internet. Many colleges and universities, however, are moving at least some of their courses completely online. This allows them to reach many non-traditional students, and students who simply cannot relocate to the city in which their campus is located.

1. How has the University of Phoenix Online affected the college experience? Be specific.
2. What are the benefits of obtaining a degree online? What are the disadvantages, if any? How do both the advantages and disadvantages affect how the University of Phoenix reaches out to prospective students?
3. Analyze where the University of Phoenix Online advertises. Are they reaching their target audience?
4. Visit their Web site at http://www.phoenix.edu/. Is it an effective Web site? Defend your answer.
5. Although many clicks-only companies struggle to become profitable, University of Phoenix’s parent, Apollo Group, is highly profitable. Comment on your feelings regarding a for-profit University.

Washington Mutual Google n Yahoo Chapter 17

Chapter 17

Creating Competitive Advantage

Individual Assignment

1. Read the opening vignette to the chapter. Think about answers to the following questions:
1. How might an assessment of competitors have led to Washington Mutual’s strategy?
2. Develop a customer value analysis on Washington Mutual. Develop one for another bank. What do they have in common? What is different?
3. According to Michael Porter, what basic competitive strategy is Washington Mutual following? Is there a better one for them to follow?
4. Do you think Washington Mutual is balanced in its orientation to customers and competitors? Explain your answer.

Share your findings with the class.

Think-Pair-Share

1. Consider the following questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to questions from the instructor.
1. List the steps in analyzing competitors.
2. What is “competitor myopia”?
3. How do companies assess competitors?
4. What is a strategic group?
5. What is benchmarking?
6. What type of reactions might a competitor be expected to have with respect to a company’s strategies?
7. How does a company select competitors to avoid and attack?
8. What is a competitive intelligence system?
9. With respect to marketing strategy and practice, three stages often describe the path taken by firms. As entrepreneurs begin their marketing journey, what are the three stages that may await them?
10. List and describe Michael E. Porter’s four basic competitive positioning strategies. Which of the four strategies is to be avoided? Why?
11. How do Porter’s strategies match those of Treacy and Wiersema?
12. List and describe each of the competitive position strategies described in the chapter. Demonstrate the advantages/disadvantages of each position and associated strategies employed by each of the positions. See Table 17.1.
13. Name one market nicher that you think will be making it big in the near future. Why?
14. Compare and contrast competitor-centered, customer-centered, and market-centered companies. Which form would you rather work for? Why?

Outside Example

Google is a name known by virtually everyone these days. Known for an incredible search engine, it recently went public with resounding success. Its IPO was credited with opening the market back up for technology stocks.

Google is popular not only because its search engine is superb, but also because it strictly segregates paid placements. While other search engines use pop-up ads and also lists Web sites that have paid them money first in their results pages, Google won’t do that. Many searchers never even notice the discreet advertising on the right side of the screen after they’ve entered a search term, but it’s there, and can be incredibly useful for those who wish to purchase what they are searching for.

But can Google maintain its current competitive advantage? Yahoo! and Microsoft are hot on its heels.

1. Research and report on the competitive reactions of Yahoo! and Microsoft to Google’s stunning success. Should Google have been able to predict it?
2. What is Google’s basic competitive strategy? Will it be effective in the long term? Explain your answer.
3. What is Google’s competitive position? Is it pursuing the correct strategy, given its position?
4. Do you think Google is balanced in its orientation to the market? Defend your response.

CDW Chapter 16

Chapter 16

Personal Selling and Direct Marketing

Individual Assignments

1. Read the opening vignette to the chapter. Think about the answers to the following questions:
1. What is the role of the sales force in CDW?
2. What sort of people would you recruit for the CDW sales force?
3. Why would training take so long at CDW? Do you think they’d be as effective if they provided less training? Explain your response.
4. How would you motivate such highly-trained salespeople? Be specific.
5. In an Internet environment, how would you prospect for and qualify potential customers?

Share your findings with the class.

Think-Pair-Share

1. Consider the following questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to questions from the instructor:
1. What is the role of the sales force in modern business?
2. What are the primary types of sales positions? Describe each?
3. List and briefly identify each of the major steps in sales force management.
4. Identify the three major forms of sales force structure.
5. What is the workload approach? How is it calculated?
6. How are inside and outside sales forces different?
7. What are the advantages and disadvantages of team selling?
8. What are the methods of compensating salespeople? Evaluate each. How are strategic goals incorporated into a compensation scheme?
9. How should salespeople be evaluated?
10. List and identify the steps in the effective selling process.
11. What are the different presentation formats suggested by the chapter?
12. How should salespeople strive to build relationships? What is relationship marketing?
13. What is direct marketing?
14. What is the new direct-marketing model? How is this different form the old model?
15. What are the benefits to buyers of direct marketing?
16. What are the benefits to sellers from direct marketing?
17. How can marketers use customer databases to do a more effective job of marketing?
18. What is integrated direct marketing?
19. Briefly characterize the policy and ethical issues brought about by direct marketing.

Outside Example

The Women’s Investment Network (WIN) is a Philadelphia-based organization dedicated to helping women who are senior leaders in entrepreneurial and high-growth businesses. It is largely an educational forum, holding almost monthly programs on topics of interest to leaders of growing businesses, such as raising outside financing, legal issues, the types of insurance necessary to protect your business, how to hire interns, and the like. There are separate programs that are invitation only for CEOs and Venture Capitalists in which these groups discuss issues that are peculiar to their specific roles. The leaders of WIN are volunteers, although there is an outside organization that manages the logistics of running the organization.

Getting ready to celebrate its tenth anniversary in 2006, WIN continues to struggle with how best to expand membership. Not interested in sheer numbers of members, it focuses on identifying and inviting for membership its core constituency—senior leaders of growing businesses, especially those that feel they want a forum in which to safely discuss their concerns about running their business, as well as those who want to help others succeed as they have. It does not turn away anyone who wants to join, and in fact, actively seeks those who could be the next generation of entrepreneurial women, those in both undergraduate and graduate programs in local universities studying entrepreneurship or business in general.

You can learn more about this organization by visiting their Web site at http://www.winwomen.org/.

1. How can such an organization utilize direct marketing to its advantage?
2. Describe a way for this organization to gather information about is members that will help it plan their programs.


3. Of the forms of direct marketing, which ones do you think are best suited for WIN and other organizations of its ilk? Explain your answer.
4. Design an integrated direct marketing campaign for this organization.