Marketing Case Studies , livre ebook

Academica Press - Rand Irshaidat

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Sure to become a leading textbook for business students, Marketing Case Studies includes 25 pedagogical case studies encountered by contemporary firms in the realms of marketing management, integrated marketing communication, consumer behavior, branding, customer relationship marketing (CRM), and more. It offers an academic reference to marketing students, instructors, and practitioners. Each case study is followed by questions and proposed answers, which present detailed literature on the topic, followed by execution of theories and models.

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Marketing

Éducation

General

Business

Economics

Education

Social sciences

General officer

Marketing et communication

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Publié par	Academica Press
Date de parution	10 mars 2023
Nombre de lectures	1
EAN13	9781680537260
Langue	English
Poids de l'ouvrage	2 Mo

Informations légales : prix de location à la page 0,6398€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

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Marketing Case Studies: Linking Theory to Practice
Rand Irshaidat
Academica Press
Washington~London
Library of Congress Cataloging-in-Publication Data
Names: Irshaidat, Rand, author.
Title: Marketing case studies : linking theory to practice | Rand Irshaidat
Description: Washington : Academica Press, 2023.
Identifiers: LCCN 2023933965 | ISBN 9781680537253 (hardcover) | ISBN 9781680537260 (ebook)
Copyright 2023 Rand Irshaidat
Contents Introduction Case Study (1): Marketing Management XBurgers Case Questions: Answers Answer Q1 Answer Q2 Answer Q3 Answer Q4 Case Study (2): Marketing Management Ann Marie Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Answer Q6 Case Study (3): Marketing Management SURV Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Case Study (4): Marketing Management BooksIntel Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Case Study (5): Marketing Management Thérèse Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Answer Q6 Answer Q7 Answer Q8 Case Study (6): Marketing Management XBurger Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Case Study (7): Marketing Management Expressions Case questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Answer Q6 Case Study (8): Advertising SURV Case questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Case Study (9): Public Relations Tara Case Question: Answer: Case Study (10): Alternative Marketing Mai Zoo Case question: Answer: Case Study (11): Online Marketing Communication Mystique Case Question: Answer: Case study (12): Personality and Motives/Consumer Behavior Mystique Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Case Study (13): Perception BooksIntel Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Answer Q6 Case Study (14): Reference Groups Sophie Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Case Study (15): Learning Theories XBurger Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Answer Q6 Case Study (16): Social Marketing Plastic Case Questions: Answers: Answer Q1 Answer Q2 Case (17): Branding Expressions Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Case Study (18): Brand Elements Unworldly Case Questions: Answers: Answer Q1 Answer Q2-Q5 Answer Q6 Answer Q7 Case Study (19): Branding BooksIntel Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Case Study (20): Customer-Based-Brand-Equity/Branding Léa Case Question: Answer: Case Study (21): Brand Extensions Ferrara University Case Questions: Answers: Answer Q1 Answers Q2-Q4 Answer Q5 Answer Q6 Case Study (22): International Branding and Segmentation RSB Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Case Study (23): Customer Relationship Management (CRM) Euphoria Case Questions: Answers: Answer Q1 Answer Q2 Case Study (24): Customer Relationship Management (CRM) SURV Case Questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Case Study (25): Acquisition and Retention Strategies/CRM Blink Case questions: Answers: Answer Q1 Answer Q2 Answer Q3 Answer Q4 Answer Q5 Answer Q6 References
Introduction
This book embodies twenty five pedagogical case studies covering various marketing courses. 2 The book can be a point of reference for marketing students, instructors, and practitioners. It concentrates on linking various marketing theories and models to real practice. The cases are short stories of contemporary problems or issues current companies undergo, followed by a series of questions and proposed answers to each case study. The answers start by presenting the literature on the topic, followed by an application of theories and models to the case. Thus, the book presents prominent theories, concepts, and models, then provides answers to each question accordingly. The main topics the book covers are marketing management, integrated marketing communication, consumer behavior, branding, CRM, among other marketing topics.
As an academician, I am a firm believer in providing students with intensive literature in terms of theories, strategies, and philosophies. It is imperative for students to be able to construct scientific arguments and advocacy in the field of their specialization. These theoretical frameworks however must be solidified with application, in a mode that connects theory with actual practice. Thus, coupled with a thorough presentation to the literature, designated case studies in this book operate as concrete accounts for theory. In an academic milieu, case studies can be a key topic for discussion groups. Once interaction takes place, the literature becomes clearer in light of continuous discussions, and new scopes of application come to mind through brainstorming. This constant dialectical movement enriches theory and grants a spine for the abstract. It is one mechanism to executing the Socratic method that is based on argumentation and critical thinking.
In this book, the case studies embody contemporary issues, descriptions, or dilemmas current companies face. Analyzing the case study requires the activation of deconstruction and analogy. My perspective revolves around the importance of generating knowledgeable graduates, who are also capable of assessing situations with prudency, and asserting suitable theories when action is warranted in the field. When theory and application are both acquired, the merit of specialization is evident.
On a more generic level, this book comes in handy for practitioners and entrepreneurs who seek to incorporate contemporary marketing theory and models in their decision making. The case studies present in this book constitute a marketing reference in a practical context. The stories in the case studies embody modern marketing ideas and tactics, let alone the issues under investigation are approached and resolved through recent marketing strategies. Therefore, this book is a charter for decision makers seeking diverse modes of endorsing contemporary marketing schemes.
Case Study (1): Marketing Management XBurgers
Many believe that XBurger is a successful global brand. While keeping its primary branding consistent, XBurgers practices global marketing efforts. XBurger brings a local flavor, literally, to different countries with region-specific menu items. For example, XBurger introduced the PetaBurger, a flatbread sandwich with Arabic bread, to its restaurants in the Middle East. Also it developed veggie burgers for countries with prominent vegetarians segments like India, in which meat consumption in many parts of the country is considered a religious taboo; it is called XVeggie. Moreover, XBurger developed the Youshi shrimp burger in Japan to abide by the Japanese tendency for fish consumption.
However activists from different groups distributed leaflets entitled What’s wrong with XBurger? criticizing its environmental, health, and labor record. Among the critiques were allegations that XBurger (along with other companies within the fast food industry) uses its political influence to increase its profits at the expense of people’s health and the social conditions of its workers, i.e. underpaying employees and the usage of industrial products to flavor their meals. Moreover, vegetarian groups, successfully sued XBurger for misrepresenting its French fries as vegan, when they contained meat stock. Allegations also highlighted the intensive usage of chemicals in growing different vegetables used in their meals, which is both health and environment hazards. Further, the company faced allegations of tax maneuvers in some of its international branches. For example, in January 2019 it was reported that XBurger was accused of having used a series of tax plots to avoid paying its fair share of taxes in a number of European countries.
Case Questions: 1) What type of macro external environmental forces can you apply in the case study? Explain. 2) Questions:-What type of growth strategies is XBurger applying in their products? Explain you answer. 3) What type of management orientation you believe XBurger Is adopting? Why? 4) Would you adopt a reactive or a proactive approach? Why? How?
Answers
Answer Q1
The micro environment includes politics, economic, socio-cultural, technological, environmental, and legal. The model is summarized in PESTEL. Thus:
Political: “influence to increase its profits at the expense of people’s health and the social conditions of its workers.”
Social: underpaying employees and the usage of industrial products to flavor their meals
Social & Legal: vegetarian groups, successfully sued XBurger for misrepresenting its French fries as vegetarian, when they contained meat stock.
Social & environmental: allegations also highlighted the intensive usage of chemicals in growing their potatoes and other vegetables, which is both health and environment hazards.
Legal: the company endured allegations of tax maneuvers in some of its international branches.
Answer Q2
Growth strategies include product development, market development, market penetration, product-market diversification. In this case, the answer is ‘product development strategy.’ Because while keeping the primary brand consistent, the company tried to customize the same burgers to suit the preference of each country. i.e. Xveggei or Youshi Shrimp.
Answer Q3
There are four types of management orientation in international marketing: ethnocentric, polycentric, regiocentric, and geocentric. In this case, two answers are acceptable depending however on the backup used to advocate the answer.
Firstly, poliycentric orientation is followed due to the adaptation of its products to suit the market. Secondly, regiocentric orientation is followed due to the adaptability of one of their products to suit the Middle East and not just one Arabic countr