QUESTIONS FROM CHAPTER 1

1. Explain the concept of exchange, including the conditions.

required for it to occur, and give an example of an exchange of
businesses that do not involve money and another type of exchange that is not of
businesses.

Exchange is just one of the three ways we can satisfy our

needs. It is defined as offering something of value, whether money, service, or good, to a
a person or organization that has that good or service and that will exchange it for what
you offer.

The conditions for an exchange to occur are:

Two or more people or organizations must intervene.

The parties involved in the exchange must do so voluntarily.
Each part must have something of value to contribute to the change, believing that this is it.
beneficiary.

Example of Exchange that does not involve money:

Blood donation in exchange for the feeling of helping others.

2. Name some companies that you believe are still in the stages
of product or sales in its marketing evolution. Explain why
he/she chose them.

Product-oriented

NESTTE: With its wide range of products, they try to scale and face directly.
to its competition. This company works hard to evolve the quality of
each of the products, the vast majority are market leaders, within the
which can we cite NESCAFE, MAGGI.

Sales-oriented

COCA COLA: This company is based on the fact that the consumer has the
resistance to buying, but if one is persuaded in a convenient way, it can be seen
driven to it. This is because the company allocates many resources to the
sales activities and promotion of their products.

3. Describe how, in each of the following lines, it could be

go beyond an exchange situation to establish a relationship with
the clients.
 a) Online retailer of freshly cut flowers: The retailer can open a
small space where he can display his freshly cut flowers, provide advice on
how to keep flowers in good condition, having a delivery service
flowers at the local and national level.

b) Certified public accounting firm: Since the accountant according to the law does not
he can have personal contact with his client, who in turn can create a
website that indicates the different services offered and more information
so that the client feels more secure and wants to hire him.

c) Blood bank: To encourage future donors, they can be given check-ups.

free, give away medicines, courses or talks can be given on topics of
health, among others.

d) Car dealership: Most dealerships in the country for

establish a relationship with customers after having acquired the vehicle
they offer car maintenance service for several months, you should also
to have a cordial deal from the sales advisor.

e) University: Regarding universities, the relationship with clients can

to make trips with students from different majors at no cost
some to encourage and have an interaction between teacher and student.

f) Manufacturer of household appliances: The companies that manufacture the

appliances do not have much relationship with customers, to improve this, we
There should be a post-sale advisory on the advantages and disadvantages of the
product that is going to be bought.

4. Describe how the operation of a shoe manufacturer oriented to

the product may be different from one aimed at the market

When a shoe manufacturer is product-oriented, they are more interested in having a

a large quantity and quality of shoes and for them to have a good brand that attracts
clients, it doesn't matter much what the client requires but rather the largest amount of
production that may exist. In contrast to a shoe manufacturer oriented towards the market
is more interested in how to efficiently satisfy customer needs.
It worries me to know what the customer prefers in terms of shoe type, model, color.
produced according to what the client needs or requires.

5. Explain the relationship between the three elements that constitute the
concept of marketing.

Customer orientation and the coordination of Marketing activities are

They relate to achieve the performance objectives of the organization.
6. The concept of marketing does not imply that marketing executives lead
the company. This concept requires only that those in senior management
"orient yourself to the market." Give examples of how they can be oriented to the market
a production manager, a company treasurer, or a manager of
personal.

You can guide with your professionalism profile, or at the time of decision-making.
decisions regarding how it will be done in the case of the manager of
production regarding the raw material, the treasurer regarding the cost of
product in labor, raw materials, and indirect costs and the personnel manager
in terms of improvement or motivation of those who are their subordinates.

7. Describe the marketing mix for each of the following

organizations:

Hotel and casino

Product: Luxury accommodation service, which includes food, gym,

recreation and sports areas; plus the fun offered by the casino.

Price: Assignment of prices to the different packages included.

the accommodation, food, transportation service.

Distribution: The transfer of ownership here should be due to capacity

hotel installed.

Promotion: Distribution of brochures in travel and tourism agencies, internet.

b) Workers' Union of the Airline Pilots Association

Product: Fight for the interests of airline pilots

Price: Contributions from the employee fund

Distribution: Through meetings with its members in the main venues of

the association, creation of forums

Promotion: Through databases, social networks

c) Professor who teaches a first-year course

Product: Training of students in the specific area

Price: Assignment of the price per hour of taught class, percentage of price that
the student pays to enroll in the subject
 Distribution: Classroom or virtual platform

d) Police department of the city where you live

Producto: Seguridad de los habitantes de la cuidad

Price: The taxes paid by the community

Distribution: Make rounds through the main streets and avenues, be in the place
correct and at the right time when accidents or assaults happen.

Promotion: Through the encouragement of anti-corruption practices

8. One way to explain the benefits provided by marketing is

consider how we would live if the installed base that this provides did not exist.
Describe some of the ways your daily activities would look.
affected if there were no retail stores or advertising.

If there were no retail stores or advertising, we would not be able to generate our
personal budget since through prices or promotions
we would establish the basis for our expenses for each paycheck, besides that we do not
we would be aware of what is happening in the artistic and cultural activities of the
city since we wouldn't know where to go in our free time

9. Name two service companies that, in your opinion, do a good job.

marketing work; then name a few that you think do a good job
deficient. Explain your reasoning in each case.

Companies that do a good job of marketing

Red Cross: The red cross does an excellent marketing job with the units.
blood donation mobiles, as these are located in places where there are many
flow of people like in the main squares of the city, shopping centers and
universities aiming to attract donors.

Companies that do a poor job of Marketing

Language Institutes: Some English institutes offer language proficiency in

six months and they ask for exaggerated amounts of money guaranteeing learning
quick with language, when in reality they disappear with money or simply
The service and facilities are not suitable for the high price paid.
the client.
 QUESTIONS FROM CHAPTER 2

In areas where the number of students of school age is still decreasing

university, what marketing measures should a school take to
adapt to this trend?

What I would need to do is ensure that students have opportunities to

study, improve the stimuli to ensure they attend in greater numbers; know
what young people of that age like and to ensure that at the university it's not just about
pressure of studying but rather a meeting of people to achieve different things
clubs and other organizations that encourage study and personal improvement.

2. For each of the following companies, give some examples of what it is like.
it is likely that their marketing programs will differ during the periods of
prosperity compared to those of recession:

a) Schwinn Bicycles

We are in a time when the bicycle has gained enormous momentum due to the
environmental pollution, so if a good strategy is applied by selling in a
recession period cheap bicycles to help the consumer not to spend on
urban transport or by gasoline, we will reach that market through the
savings that a bicycle gives you

[Link]

The best way to encourage furniture consumption would be to offer good credit options.
and many aids to people, and the visual appeal would come with giving the consumer the
suitable space for those furniture not just to sell them as they are but in what medium
perfect atmosphere.

c) General Cinema theaters

In a recession period, going to the movies would be a luxury, but if we have good...
promotions according to the service and also encouraging large groups and
for every five people one free, we could achieve that increase in
sales as more people would enter and the price will be affordable.

Salvation Army

First, one must inform about the benefits of enlisting, which are
many and set aside the risk of being a soldier, it is good to opt for new
strategies like new advertising spaces, changing the marketing strategy of
always.

3. What would be the likely effect of having high interest rates on the
market for the following goods or services?

a) Swiss Swatch watches

Nothing significant would happen since these are watches meant for people with high power.
purchasing power, then they will have a little more money to spend

b) Building materials

Construction companies or private individuals would reduce the time of

completion of a work due to lack of normal budget due to high rates of
interests

c) Preschool education programs

Education will always be an investment, and there will always be a desire to invest in it.
then it would not decrease because there will always be a way to fill that quota because people
Those who want to educate themselves and study are too many.

4. Explain the three types of competition that a company faces. What

What marketing strategies or programs would you recommend to apply to
each type of competition?

Brand competition: Rivalry between directly similar products

Substitute products: They are those that satisfy the same need.

Every company: It is a competitor for the limited purchasing power of the customer.

For this, three types of competition could be the strategies or programs.

we just need to adapt it to each situation, the different activities
que se pueden realizar son: cambios en producto, precios, programas de promoción,
etc.

5. Mention three products manufactured in your country that you think would be.
extremely acceptable for 'eco-conscious consumers' in the
 European markets. Name three products that you think would be
unacceptable in the environmental sense.

Acceptable

Ecological industry is provided by Cyclus, a company dedicated to the manufacture of backpacks and
accessories made from recycled tires

Mónaco Plastics

Frito Lay

Unacceptable

Disposable razors: Alone in the United States, 2 billion are discarded

razor blades even though the steel blades can be recycled. Nonetheless,
its environmental cost is incorporated from the beginning, as it requires metal and water in
its manufacturing.

Paper cups: Every morning and thanks to the races with coffee in hand, we throw away
millions of paper cups are thrown away whose production consumes forests and water.
In addition, many of them include polyethylene, which is not biodegradable, to
better withstand the heat.

Soap: Multiple hygiene products, especially antibacterial soaps,

include triclosan, a chemical compound that can end up in water and which, according to
some studies, have negative impacts on fish health and also on
ours.

6. Give some examples of how the changing role of women has been reflected.
in marketing

Example: Volvo relied on an entirely female group of designers to

desarrollar un nuevo concepto de un auto, debido a que son más las mujeres que
They buy cars. Example: Indra K. Nooyi, CEO of PepsiCo.

7. What are some of the marketing implications of the growing interest?

public in physical condition and health?

The public is constantly warned about the relationship between diet and diseases.
of the heart and cancer

8. Using different examples than those in the chapter, explain how it can influence
the environmental factor of technology in a company's marketing.

Radically alters existing industries or virtually annihilates them

9. Specify some external macro environmental forces that affect the
marketing programs of:

a) Pizza Hut: economic conditions, competition, social forces and

demography

b) Your school: demographics, economic conditions, and technology

c) [Link]: demographics, economic conditions, competition, forces

policies, legal and technology

d) Clairol: the demographics, the competition, and technology

10. In addition to technology, what macro environmental forces are

particularly important for Internet companies?

Competition, social and cultural forces

11. Explain how it can influence the internal marketing program of

a company each of the following resources:

a) Location of the plant or store: to inform where the company is located

b) Company image: to make known what the values of the company are

c) Financial resources: flexibility when investing in a strategy of

marketing

d) Staff capabilities: product and service quality

QUESTIONS FROM CHAPTER 4

Give two examples of goods and services whose market demand would be affected.
particularly affected by each of the following factors:

a) Regional distribution: chiltepines, tomatoes

b) Urban-rural-suburban distribution: cars, banks

c) Marital status (marital or other): restaurants, clothing

d) Sexo: maquillaje, estética e) Edad: ropa, educación

2. Liste tres tendencias de la población mencionadas en este capítulo (por
For example, the segment of people over 65 years old is growing.
Conjecture about how each of the following might be affected
types of retail operations by each trend:

a) Supermarket: this operation would not be affected since supermarkets

they offer products for all age ranges

b) Sports goods store: this type of business usually tends to offer

products for both with an active and sporty lifestyle

c) Online auction: this type of service requires an age where there is a

rational knowledge of computers, handling of credit cards among others

d) Sports-style bar: the preferences for this type of service is that the age
should fluctuate between 18-40

3. Under what conditions is a relatively cheap purchase (under 10

Could dollars be of high participation for the consumer?

Depending on where we will place our products and see towards which
the consumer is targeted, it could also be that the product is of good quality in
its shape, color, texture. That it catches attention

4. From the perspective of consumer behavior, why is it

it is incorrect to view the European Union or Asian countries as markets
separated?

Because their products are connected with technology or labor, no

one subsists without the other

5. Provide examples of an individual and a group that could serve as

reference groups in the selection of the following products:

a) Shampoo: it is a basic necessity for women, families, elderly adults

b) Car tuning: environmental groups, parents

c) Office supplies: companies, offices

d) Cell phone service: entrepreneurs, young people

6. What roles would you expect a husband, wife, and child to represent?
small in the purchase of the following goods or services?
Preschool

The husband and wife would be responsible for obtaining the materials that
I would use the child in their preschool education. The child would only be the end consumer of it.

b) Choice of fast food for dinner

Perhaps if both had a stable job, they would consider opting for food.
quick at dinner time, it would greatly influence how dependent they are on this and if the
Dinner is something common in their home and if they only tried to satisfy their child.

c) Personal computer

Only according to the needs of the adults of one (work, studies, etc.) a child
small is unlikely to need one.

d) Lawn care service

Continuing with the example of having two jobs, the lawn service
it would be hired due to lack of time from both adults, rather if there were no employment
on the part of the husband, he would possibly be in charge of the lawn and would only spend on
buy products for their care, perhaps with the aim that the little child has
a large play area.

7. Does the psychoanalytic theory of personality have any practical application?

in car marketing with a maximum speed of 193 km per hour when
the speed limit on most highways in the United States is
at 112 km per hour or less?

Yes, because it is through this theory that marketers understand the

true hidden motives of behavior. Likewise, self-concept is
relates to personality; since buying and consuming are actions
expressive, allow us to communicate our self-concepts to the world: the real and the
ideal. Therefore, it can be stated, thanks to this theory, that people have
certain subconscious impulses that cannot be satisfied in a socially acceptable manner
acceptable. As we learn that we cannot satisfy these needs
directly, we developed other more subtle means to seek the
satisfaction, which results in very complex reasons for some
behaviors.

8. Explain how self-concept could come into play in purchasing or usage.

of the following:
 a) Glasses (spectacles): protect from sunlight, for fashion, to improve vision
etc.

b) Dress suit for men: for work, to attend a dinner and for
the daily life

c) Online real estate brokerage: for the moment we want to obtain

information about our assets

d) University education: fundamental for the future stage of education

9. Interview the manager of a store that sells expensive items (furniture,

household appliances, electronic equipment about the methods that
use the establishment, if any is used, to reinforce the decisions
of purchase and reduce the cognitive dissonance of their customers. What
What additional methods can you suggest?

Detail the comparative advantages over other products, Clarify how the
the product also offers advantages for those around the consumer, his family,
friends, Specify that the product has a trial period during which
it can be verified how well it works, or returned if it does not satisfy the customer

10. What situational influences would affect the choice of a motel by a

family vacationing in a town unknown to them?

Both the hotel and the motel are establishments that offer the service of
Accommodation but the influence is very relative, one could be because it is easier.
finding a motel rather than a hotel in an unknown town, the other is the economy
since a motel offers almost the same services as a hotel at a lower price.

QUESTIONS FROM CHAPTER 5

What are the marketing implications when the demand for goods
businesses
A) fluctuates widely: For a demand that fluctuates widely, the implications
Marketing should be taken very into consideration; it should be worked on in position
preventive, using all known marketing tools to avoid and/or
counteract any negative effect of such fluctuation.
b) it is inelastic: For an inelastic demand, marketing and its various
strategies are closely related; it happens that demand varies quite a bit
para cualquier variación en los precios y ese efecto debe ser contrarrestado. Eso implica
put into action the knowledge gained regarding marketing.
 c) it is derived: in the case of derived demand, it applies to the production of goods
and it refers to the demand for raw materials for the production of products that will be
demanded in turn
2. In practice, what are the marketing implications for a seller?
that business clients are generally concentrated geographically
and that their number is limited?
For this seller, having customers concentrated geographically has as
Marketing implication the power to provide a good and service to all of them at the time when
it is required of it. It implies in the aspect that it should be a limited number that can
to meet all that quality offered
3. What differences would you expect to find between marketing strategies?
from a company that sells to horizontal business markets and those of a
company that sells to vertical business markets?
In vertical market businesses, the most viable strategy is to segment the
market to sell specific goods and services to a business market with
specific fines. In the case of the horizontals, we would see a deployment of offers of
goods and services of a unified market offering a lot to choose from presenting
guarantee and quality above all

A US manufacturer has been selling to an oil company.

a great one from Norway for 10 years. Which of the three types of purchase would you describe?
What factors could influence this buyer-seller relationship?
It is the type of thoughtful purchase that has been made over these 10 years already.
that the advantages and disadvantages, the 'buts' and the...
contrasts.
5. Explain the way the five stages of the purchasing decision process
they could apply in the following purchasing situations:
a) Purchase of a new conveyor belt task for a plant
soft drink bottler.
there is a need for a new conveyor belt task
information is being sought on this matter

we see what alternatives we have

we bought the alternatives
we bought the company's band
b) Direct repurchase of maintenance services for that band
carrier.
We identified the need to maintain that conveyor belt.
we look for information from the suppliers
We compare to see which maintenance company is more convenient.
we hired the maintenance company
6. What would you do to determine who occupies each of the roles of the
shopping center in a hospital that at one point buys beds for the
patients?
Depending on the attitudes and aptitudes of the people at my disposal, decisions will be made.
those decisions, based on the abilities and talents of each one of them. In my case, I would put
to test the team in a simple and low-responsibility task to perceive their
strong and deficiencies and from there I broke their functions until finding the configuration
final and appropriate

7. NCR, IBM, Xerox, and other office equipment manufacturers make a proportion
considerable from its sales directly to business users. At the same
time, the office equipment wholesalers are thriving. Are they
Are these two market situations incongruous? Explain.
In the event that these manufacturers seen as a first group have monopolized a lot
part of the sales of a second group of manufacturers are not inconsistent
market situations as both direct sales are increasing and thriving
Wholesalers have a reason to maintain consumption proportions.

QUESTIONS FROM CHAPTER 6

1. Give two examples of goods or services whose demand in the market would be
influenced particularly by each of the following factors
demographic:

a) Regional distribution

Climate: For example, air conditioning companies

Education: Schools

Marital status

Night Centers

Travel agencies
c) Sex

Car agencies

Beauty salons

d)Edad

The trips

Clothing stores

e) Urban, rural, or suburban distribution

Self-service stores and transportation services

2. With the psychographic bases studied in the chapter, describe the segment.
appropriate for investigating a market for:

a) Ski facilities

Young people who enjoy going out to have fun

b) Online car sales

Empresarios con un nivel de vida alto con valores de consumo cercano a la

car export

c) Electric hand tools

Adults with jobs

d) Donations to charitable works

High level adults of an elite in society with businesses

e) PC with internet access

Young boys and girls students at middle level studying in public schools and
that do not have computers at home and much less internet.

3. What benefits for the user do you think there are in advertising for
the seller is trying to sell each of the following three products
attract each of these three market segments? Product Market
 DVD - Young Singles: For the satisfaction of your comfort at home
and watch a movie, music, etc.

Toothpaste - Retirees: For the dental hygiene of their teeth or gums.

themselves due to their age.

c) 10-day cruise: Couples without children in the Caribbean can enjoy some
vacation without the worry of having children, planning to travel and explore

4. In your opinion, what demographic characteristics are likely to

Describe the frequent users of the following?

Online investment advisory in stock trading: Basically the

income, education, and the stage of the family's life cycle.

Cereal preparado: La edad, ciclo vital de la familia, e ingreso

VCRs: Family life cycle, income age, sex

Laptops: Income, education, family lifecycle, age

5. How would the following organizations implement the strategy of

market segmentation?

a) Personal computer manufacturer

American Heart Association

c) Universal Studios (Hollywood movies)

d) Multiple banking service online only

QUESTIONS FROM CHAPTER 7

1. Explain what defines a marketing information system (MIS) of a system of

support decisions (SAD).

A marketing information system is an organized operational procedure.

to generate, analyze, disseminate, store, and retrieve information for use in the
decisions. While the decision support system is a procedure
computerized to integrate, analyze and interpret information allowing interaction
directly with the data.
 2. Does marketing research lead beyond providing data to managers?
demarketing?

Marketing research is necessary before a product is

introduced to the market, so managers must have this information, furthermore
they must know in detail about the current and potential competitors, which allow
to face possible threats.

3. Evaluate surveys, observation, and experimentation as methods of

collection of primary data in the following projects:

a) Undeca
lred sports arctie
ls want to determn
ie brand preferences of
students on basketballs, shoes for soccer and mountain bikes.

The survey method can be carried out through students from various
institutions that allow determining the preferences of each of them and making
decisions. One can also take into account observation, that is, looking at one's environment,
although they have no direct relationship with the students.

b) A supermarket chan
i wants to determn
ie the preferences of buyers
for the physical layout of accessories and traffic patterns, particularly in
turn of the cash register counters.

The observation method can be carried out, as it is not necessary to have

direct relationship with people.

c) A conveyor betl manufacturer wants to know who makes the decsio

ins for
superproductamongtheuserspresentandprospective.

The experimentation method can be carried out, as it allows obtaining

immediate results.

4. Foolwn
ig the steps of the text n
ivestgiatoin proces, descrb
ie how you woud
l n
ivestgiate.
the viability of a photocopy establishment next to the campus of your school.

To begin, we must define what the objective we need to achieve is, then
through an interview or survey discover if photocopying will be successful and finally
make the corresponding observations to make correct decisions.

5. After a pae tint uses theri credti card to pay a bli

inthedentist'sofice,shereceivedapostalmailinvitationto
[Link]
creatingadatabasethatrecordsthespecifcpurchasingactivityofthe
 cardhod
lersandsisen
[Link]
ivasoinofprviacy?
private?

Yes, because he is using her personal information to sell it outside of her.

knowledge or authorization.

6. If you were to create an academic program for the future marketing researcher, what
What areas of study would it include?

Sociology.
Psychology.
Advertising and Marketing.
Communication.
Research Methodology.
Investigacióndemercados.
Study and Analysis of Market Segmentation.
Statistics (Quantitative and Descriptive).
Logistics.
Management.

QUESTIONS FROM CHAPTER 8

1. a) Explain the various interpretations of the term new product.

The creation of new products involves a series of steps to follow, from the
consumer need, the birth of the product idea, up to the
production and distribution of the new article, the following are mentioned
main categories through which products pass in order to be released to the market
market.

Modified product: When certain features of an existing product

are altered by changes of an extreme nature such as a new design of
container, higher performance, new flavor, aroma etc.

Differentiated product: It means increasing the number of products in the lines

existing.

• Diversified product: Represents the growth strategy of a

company by addition of new product lines

b) Give some examples, different from those mentioned in this chapter, of

products from each of the three categories of new product.

Original products: They are those that provide new physical characteristics in
its design and appearance and also provide new noticeable features to
consumer. Example: Drone.
 • Redesigned products: They are those that undergo variations in their
physical characteristics, costs, materials... but without altering the main function of the
product. Example: iPhone 6 Plus.

• Repositioned products: These maintain certain physical characteristics

similar but offer a different image or perception for the consumer. Example:
New Mercedes A-Class.

2. In what aspects do the products differ in each of the following cases?

a) A Whirlpool refrigerator sold in an electronics store and a

refrigerator similar sold by Sears, under its Kenmore brand name.
Assume that Whirlpool manufactures both refrigerators.

Whirlpool refrigerators in this case would be a specialty product since

Consumers strive to find the brand that they consider to be of quality.

a CD by the singer Jewel purchased online from [Link] and the same
CD sold by a Blockbuster store.

It differs in place and the ease of acquiring the product.

c) A plane ticket bought through a travel agent and an identical ticket

purchased directly from the airline online.

The difference may lie in the benefits that a travel agency provides and the
advice that the airline probably does not have

3. "Since brand preferences are well established in what

concerns many articles of clothing for women, these items, considered
traditionally comparable goods will be transferred to the category of
specialty goods. However, at the same time, in supermarkets and
variety stores can be found with other women's clothing items,
which indicates that some of those articles are convenience goods

a) Explain the reasoning behind these statements.

This thought depends on the consumers to whom they are so oriented.

products as some already have established marking preferences, others do not yet
they are not brand customers, but compare the benefits to make a decision.
While there are consumers who only buy clothing items for
bone convenience due to necessity and comfort.

b) Do you agree that women's clothing is moving out of the classification of

What are comparative purchase goods? Explain.

No, not all ladies have a brand they are clients of, and even the product.
I consider it a comparable purchase good.

4. Compare the elements of the marketing mix of a producer for a good.

of convenience with those of that mixture for a specialty benefit.

A convenience goods product must take into account what its

similar products that meet the same needs they want to satisfy and
make a difference with the competition. While special goods require
precise information about the customers who buy your product and continue to base your
production in the needs of those clients.

5. Which of the five categories of business goods should each be placed in?
Of the following products? And which can belong to more than one category?

a) Trucks; accessory equipment

b) X-ray medical equipment: manufacturing materials and parts

c) Letter size paper for printers: operational supply

d) Alambre de cobre: materiales y partes de fabricación

e) Printing presses: accessory equipment

f) Nuts and bolts: materials and manufacturing parts

g) Clips: supply of operation

h) Earth: facilities

6. When developing new products, how can a company ensure that

it is socially responsible regarding scarce resources and our
environment?
 The biggest challenge we face is global warming, among them the
pollution, deforestation, and climate change, all of this because of the large
industries did not plan for the future we are living in, if we do nothing to
reversing environmental damage, we will face a great scarcity of
resources for our survival. We must include action plans for care.
of the environment to ensure sustainability, development, and commitment in the
act with the community, if we don't do anything it can lead to an increase in conflicts
humans.

• Example of water scarcity. It is a business culture based on principles of

honesty, transparency, and service. Adds value and competitive advantage to the
company. It is the human side of the company in order to provide continuous improvement and
ensure the sustainability and constant success of the company and seeking preservation
of the environment and the sustainability of future generations

7. Suppose the following organizations are considering aggregates to

its product lines. In each case, does the proposed product meet the requirements?
Criteria for adding a new product? Explain your decisions.

a) McDonald's: Salad bar: Meets the proposed satisfaction criteria

to add a new product, since the product is of the same nature

b) Safeway Supermarkets: tires for cars: If it meets what the customer

needed because it is focused on the exclusive sale of products for the family market
and others

c) Exxon: personal computers: Does not meet satisfaction because this company
It is the largest oil company in the world listed on the international stock exchange and it is leaving the
field in which it is

d) Banks: Life insurance: Generally when a person applies for a loan

a life insurance is needed to be granted, if the person does not have an insurance of
life, the bank grants it. Therefore, in banks the sale of life insurance does not
I would have a problem with the aggregates.

e) [Link]: life insurance: Does not meet the aggregates because it is dedicated to the
intermediation between users registered for their shopping, selling, and payment services,
internet auctions
 QUESTIONS FROM CHAPTER 9

Trading price up and price down are product strategies.

closely related to the business cycle. Companies
they trade at higher prices during prosperous periods and lower prices when
There are recessions. Do you agree? Why?

The price rise trading and the price drop trading are dangerous strategies because
The new products can confuse buyers, resulting in minimal sales.
net earnings. It is equally inconvenient that the sales of the product or
new lines are generated at the expense of established products. When one
lower price trade, the new offer may cause permanent damage
the reputation of the company and that of its established high-quality product. For
reduce this possibility, low-priced new products can be given
different brand names from established brands.

Also, companies trade at higher prices as this gives them status.

those consumers who buy at higher prices are considered upper class and
those at low average price.

The ideal is that prices should be homogeneous but companies want

obtain higher profits.

It is incongruous that the administration continues simultaneously the

strategies to expand your product mix and to contract it.” Analyze
this.

Few companies survive with just one product; most sell many.
products. A mix of products is the set of all products offered
for sale by a company. The structure of a product mix has breadth.
and depth. Its breadth is measured by the number of product lines that
understand; its depth, due to the diversity of sizes, colors, and models that it has.
they offer with each line of products.
If it is consistent, as this is a fundamental part of positioning.
product. The ability of management to attract attention to a product and
favorably differentiate it from similar products advances a long way in the
determination of the income from that asset. Consequently, the administration
needs to make the positioning; in addition to the positioning in relation to a
competitor and its positioning in relation to a class or product attribute.
 3. Mention two products that are in the decline stage of their
life cycle. In each case, indicate whether you think the decline is
permanent. What recommendations do you have to rejuvenate demand for
any of these products?

One decline that I see is Te Nestea because Coca Cola bought Fuztea and him
it has all the refrigeration logistics processes (i.e. operational) and this is
a disadvantage for them not to continue being in the market. I
I believe that a redesign of the product is needed so that its output is not
permanent.

Film cameras have been in decline for years and

they will never return to the market.

4. How would a company's advertising strategies differ depending on

that the brand of its product is in the introduction stage or
of maturity of its life cycle?

These differences are diverse but at each stage of the life cycle the strategies are
different for example in the phase of:

INTRODUCTION:

Quick summary: The new product is launched with a high price and a high level of
promotion. Such strategy makes sense when a good part of the potential market
does not have knowledge of the product.

Slow skimmed: The new product is launched at a high price and with little promotion.
That strategy makes sense when the potential market is not very large; almost all the
the market has knowledge of the product; buyers are willing to pay a
high price; and the competition is not imminent.

Rapid penetration: The product is launched with a low price and a lot is spent on
Promotion. Such a strategy makes sense when the market is large and does not have
product knowledge, most buyers are price sensitive,
potential competition is intense, and unit manufacturing costs decrease as output increases
the company's production scale and manufacturing experience.

Slow penetration: The product is launched with a low price and little promotion.
strategy makes sense when the market is large and is well aware that the product exists,
it is price sensitive, and there may be some competition.
GROWTH

Improve the quality of the product, add new features, and enhance the style.

Add new models and flanking products.

Enter new market segments.

Expand your distribution coverage and enter new distribution channels.

Change its advertising from promoting the product to creating preference for the product.

Lower prices to attract the next level of price-sensitive buyers.

MATURITY: The problem that a company faces in a mature market is whether

should or should not fight to become one of the 'big three' and obtain profits for
high volume and low cost, or adopt a niche market strategy and
obtain profits with a low volume of high margin.

Market modification

The company can try to expand the number of users in three ways:

Convert to non-users; constant search for new users.

Enter new market segments.

Take customers away from their competitors.

Declension

Increase the company's investment (to dominate the market or strengthen its
competitive position.

Maintain the company's investment level until uncertainties are resolved

that surround the industry.

Selectively reduce the company's investment level, discarding groups of

unprofitable clients, while strengthening the investment in profitable niches.

Harvest ("milk") the company's investment to quickly recover cash.

 Quickly reverse the business by disposing of its assets in the most
as advantageous as possible.

5. What products, apart from clothing and cars, do they take into account?
fashion and style in your marketing? Are there styles among the products?
of business?

Although the words style and fashion are often used interchangeably, there is a
clear distinction. A style is a distinctive way of construction or presentation in
any art, product, or action (singing, playing, behaving). Thus, we have styles in
automobiles (sedans, trucks), in swimsuits (one-piece, bikinis), in furniture
and in music (jazz, rap). A trend is any style that is popularly accepted or adopted.
by successive groups of people over a relatively long period. Not everything
style becomes a trend. To be considered a trend, or to be called 'of
Fashion, a style must be accepted by many people.

Fashion has its roots in sociological and psychological factors. Fundamentally,

Most of us are made up of conformists. At the same time, we yearn for
seeing and acting in a slightly different way from others. It is unlikely that we are
in rebellion against customs; we simply want to be a little distinguished, but
without being accused of having bad taste or of disregarding the rules. Fashion offers a
opportunity for personal expression.

Other products that take fashion into account are shoes, games a cut of
Forecasting accurately is crucial for success in marketing the
fashion. But this is extremely difficult because the forecaster has to deal with factors
complex sociological and psychological factors. Accurately predicting

6. Is the cross-cutting drip theory applicable to the adoption process of the

fashion in different product lines other than women's clothing? Explain with
examples.

I believe it also applies to hardware materials and products (for construction).

due to various brands or companies setting trends in floor design, finishes
etc... and there are various lines of materials for different socioeconomic levels.
That way, anyone will be able to choose what is within their reach.

Planned obsolescence is criticized as social and economic waste.

because it urges us to buy things we neither want nor need.
What do you think? If you are against planned obsolescence, what are
What are your recommendations to correct the situation?
I believe that there should be a choice to buy products that become obsolete.
In a premeditated manner, it is the buyer's decision; but we must raise awareness that this
the price of these products should be weighed because sometimes they become products
of first necessity. These decisions are part of a discipline known as
value engineering.