1. Why are marketers concerned about the cost of logistics? 2. The redemption ra
ID: 1188744 • Letter: 1
Question
1. Why are marketers concerned about the cost of logistics?
2. The redemption rate for paper coupons (10 percent) far exceeds that of mobile coupons (1 percent).
True
False
3. Which of the following brands generates only 6 percent outside North America, with very little of that in fast-growing emerging markets like India, China, and Brazil, which may represent opportunities for its growth?
A.
UPS
B.
Under Armour
C.
FedEx
D.
Nike
E.
Adidas
4. Identify the three main strategies for growing a company's core, as noted by UK marketing guru David Taylor, and provide an example for each.
5. Name the five main characteristics that affect the diffusion of innovations. Describe each and provide an example.
6. When shopping for tires for your automobile, you notice that the manufacturer you have selected has tires for your car priced low, average, and high, based upon performance and features. This is an example of what type of product-mix pricing:
A. Two Part Pricing.
B.
product-line pricing
C.
captive product pricing
D.
market pricing skimming
E.
price discrimination
7. When Procter & Gamble used Gain and Cheer laundry detergents as outposts to protect a weak front or support a possible counterattack, they were using a ________ defense.
8. Jill, a Product Manager for Nike, is responsible for evaluating the viability of a radically new product. How should she estimate demand?
9. Define customer failures and list four methods to tackle them.
10. If the variants within the Tide product under P&G's detergent line included Tide with Acti-Lift, Tide Plus Febreze Freshness Sport, Tide Plus Febreze, Tide Free, Tide Plus Downy, Tide Coldwater, Tide TOTALCARE, and Tide Free for Coldwater, and all were available in Pods, Liquids, Liquids for HE machines, and Powder formats, the width of the product mix would be 32 because there would be 32 distinct variants.
True
False
11. What are the benefits of brainstorming? How would one run an effective brainstorming session? Provide at least 3 recommendations.
12. How does American Express utilize m-commerce?
A.
UPS
B.
Under Armour
C.
FedEx
D.
Nike
E.
Adidas
Explanation / Answer
1. Logistics involves movement of goods across the markets. The companies today track and map the travel paths that are used repeatedly to supply goods. There can be various methods or combination of these methods like trucks and rails etc. The companies combine different methods to minimize the time travel and costs of logistics. Marketers are always concerned about the costs of logistics as any deviation in the planned costs will affects the profits of the firm and relationships with customers. The logistics has many dimensions like procurement logistics, distribution logistics and production logistics. In other words logistics is involved in core processes of business. After production any business will need space to store the inventories, the costs of which if risen will affect the production and inventories. The raw material requires procurement space until they are used in final production. Finally the distribution logistics which are the most important process and component of supply chain management. Clearly all three processes are core processes and any change in the costs of these will affect the profitability and smooth functioning of the business.
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