Written Chapter Case StudiesValue: 100 points (10 points for each question)Assignment:Throughout the semester you will be reading information pertaining to each chapter’s topic.At the end of each chapter there is what is known as a ‘Case’. These cases are designated withfourwayarrows highlighted in blue.From the 19 assigned chapters to read there will be only ten (10) cases utilized for this projectwith one (1) question from each of the cases within the ten (10) required.From the 19 assigned chapters to read there will be only ten (10) cases utilized for this project with one (1) question from each of the cases within the ten (10) required. • Case 1.1 ? Page 32 ? HewlettPackard Reduces Reuses RecyclesPick 1 of the 2 questions to answer (1) What kind(s) of marketing utility do you think Hewlett-Packards sustainability efforts provide for its customers? Are there any downsides to these programs? (2) Hewlett-Packard has entered a partnership with the National Cristina Foundation to accept used computer equipment for donation. What other partners or types of partners might help the company achieve its sustainability goals in the future • Case 4.1 ? Page 130 ? Proctor & Gamble’s New Web Strategy Pick 1 of the 2 questions to answer(1) One of the things P&G already knows about online shoppers is that they expect brand Web sites like Pampers.com to offer the most information anywhere about a product line including all its size packaging and product options. Do you think online outlets like P&G’s eStore can convert more shopper’s needs for information like this into internet sales? What other purposes can a pilot Web site like the eStore serve for retailers? (2) Do you think personalization customization or behavioral targeting can help Web sites like the eStore to succeed? What sort of personal information would you be willing to share online to improve a retailer’s ability to meet your needs? • Case 5.1 ? Page 166 ? How Color is Used in Marketing Pick 1 of the 2 questions to answer (1) Choose one of the following companies. What colors does it use predominantly in its logo or packaging? How do these colors affect the perception of its product? A. WendysB. MicrosoftC. L.L. BeanD. Starbucks (2) Should a global firm like McDonald’s or General Mills change the colors of it’s logo or packaging depending on the country in which it is marketing? Why or why not? How might this affect consumer attitudes toward the company and it’s product?• Case 7.1 ? Page 232 ? General Motors: Revved Up in China Pick 1 of the 2 questions to answer(1) Through overseas expansion General Motors takes advantage of untapped markets. But that strategy came under criticism after the company received bailout money from the U.S government. Do you think the criticism was warranted? Why?(2) GM plans to introduce the Chevy Spark and the Chevy Cruze two fuel-efficient models made in China in the United States. How do you think the cars will be received? What advice would you give management about this strategy? • Case 9.1 ? Page 306 ? Carrol’s Restaurant Group: Feeding a Hungry Public Pick 1 of the 2 questions to answer (1) Carrols Restaurant Group operates three very different restaurant chains. Imagine that you work in the company’s marketing department. How would segment the market for those different businesses? (2) Today many restaurants offering Mexican or Caribbean fare appeal to a predominantly Hispanic audience. Two of the Carrols holdings-Pollo Tropical and Taco Cabana-feature those types of cuisines. Since Hispanics are the fastest-growing minority segment in the United States would you concentrate your marketing efforts on this segment or work to expand the market for Pollo Tropical and Taco Cabana? • Case 1.1 ? Page 32 ? HewlettPackardReduces Reuses RecyclesPick 1 of the 2 questions to answer(1) What kind(s) of marketing utility do you think Hewlett-Packards sustainability efforts provide for its customers? Are there any downsides to these programs?(2) Hewlett-Packard has entered a partnership with the National Cristina Foundation to accept used computer equipment for donation. What other partners or types of partners might help the company achieve its sustainability goals in the future?• Case 4.1 ? Page 130 ? Proctor & Gamble’s New Web StrategyPick 1 of the 2 questions to answer(1) One of the things P&G already knows about online shoppers is that they expect brand Web sites like Pampers.com to offer the most information anywhere about a product line including all its size packaging and product options. Do you think online outlets like P&G’s eStore can convert more shopper’s needs for information like this into internet sales? What other purposes can a pilot Web site like the eStore serve for retailers?(2) Do you think personalization customization or behavioral targeting can help Web sites like the eStore to succeed? What sort of personal information would you be willing to share online to improve a retailer’s ability to meet your needs?• Case 5.1 ? Page 166 ? How Color is Used in MarketingPick 1 of the 2 questions to answer(1) Choose one of the following companies. What colors does it use predominantly in its logo or packaging? How do these colors affect the perception of its product?A. WendysB. MicrosoftC. L.L. BeanD. Starbucks(2) Should a global firm like McDonald’s or General Mills change the colors of it’s logo or packaging depending on the country in which it is marketing? Why or why not? How might this affect consumer attitudes toward the company and it’s product?• Case 7.1 ? Page 232 ? General Motors: Revved Up in ChinaPick 1 of the 2 questions to answer(1) Through overseas expansion General Motors takes advantage of untapped markets. But that strategy came under criticism after the company received bailout money from the U.S government. Do you think the criticism was warranted? Why?(2) GM plans to introduce the Chevy Spark and the Chevy Cruze two fuel-efficient models made in China in the United States. How do you think the cars will be received? What advice would you give management about this strategy?• Case 9.1 ? Page 306 ? Carrol’s Restaurant Group: Feeding a Hungry PublicPick 1 of the 2 questions to answer(1) Carrols Restaurant Group operates three very different restaurant chains. Imagine that you work in the company’s marketing department. How would segment the market for those different businesses?(2) Today many restaurants offering Mexican or Caribbean fare appeal to a predominantly Hispanic audience. Two of the Carrols holdings-Pollo Tropical and Taco Cabana-feature those types of cuisines. Since Hispanics are the fastest-growing minority segment in the United States would you concentrate your marketing efforts on this segment or work to expand the market for Pollo Tropical and Taco Cabana? Case 10.1 ? Page 336 ? Microsoft Uses Partnership to Bet on Bing Pick 1 of the 2 questions to answer (1) Which partner do you think has more to gain from the Microsoft-Yahoo!partnership Microsoft or Yahoo!?Why? (2) What possible disadvantages could the partnership have for the two firms? Which one do you think has more to lose and why? • Case 14.1 ? Page 480 ? Groupon: Finding Strength in Numbers Pick 1 of the 2 questions to answer (1) Coupons are a tried-and-true promotion method and the Internet includes other couponing sites. How does Groupon differentiate itself? (2) Groupon’s business strategy harnesses what it calls”collective buying power.” What facets of the marketing environment have enabled a business like Groupon to emerge and become successful? • Case 15.1 ? Page 523?4 ? Google Wants to Dominate in Display Ads Pick 1 of the 2 questions to answer (1) How do you think Google’s expected dominance of the online display advertising market will affect marketers who already use the internet for marketing communications? Will its push into this market attract any marketers who aren’t currently using online marketing messages? (2) Do you think Google is investing enough in efforts to measure the effectiveness of online display ads? Are you ever influenced by these ads? • Case 16.1 ? Page 561?2 ? Politicians and ‘Their’ Music Pick 1 of the 2 questions to answer (1) How does the use of music in a political campaign play a role in establishing a candidates brand? (2) Does a candidates use of a song you like (or dislike) affect your overall impression of the candidate?Why? • Case 19.1 ? Page 665?6 ? Holding the (Price) Line on Luxury Goods Pick 1 of the 2 questions to answer (1) What other pricing promotions could a luxury retailer offer to build sales? Should a retailer use different strategies when targeting existing customers and new customers? Why? (2) How do you think the price-quality relationship affects the marketing of luxury goods? Total – 10 questions (Directions
