VIDEO CASE 1- LA Galaxy: Where Sports Marketing is a Kick!
Questions-
1. What is the LA Galaxy "product"?
2. Which of the seven elements of the service marketing mix are most important in the LA Galaxy marketing program?
3. How is promotion (advertising, personal selling, public relations, sales promotion, direct marketing) used by the LA Galaxy? Do these activities depend on the specific target markets?
4. How are social media integrated into the LA Galaxy's marketing strategy?
5. How does the LA Galaxy assess the impact of its marketing activities? Has its program been successful?
VIDEO CASE 2- Google, Inc.: The Right Ads at the Right Time
Questions-
1. Describe several unique characteristics about Google and its business practices.
2. What is Google's philosophy about advertising? How can less advertising be preferred to more advertising?
3. Describe the types of online advertising available today. Which type of advertising does Google currently dominate? Why?
4. How can Google be successful in the display advertising business? What other areas of growth are likely to be pursued by Google in the future?
VIDEO CASE 3- Toyota: Building Cleaner, Greener Cars
Questions-
1. How does Toyota's approach to social responsibility relate to the three concepts of social responsibility described in the text (profit responsibility, stakeholder responsibility, and societal responsibility)?
2. How does Toyota's view of sustainable mobility contribute to the company's overall mission?
3. Has Toyota's National Parks project been a success? What indicators suggest that the project has had an impact?
4. What future activities would you suggest for Toyota as it strives to improve its reputation?
5. Which medium has the lowest cost per thousand?
| Medium |
Cost |
Audience |
| TV show |
$5,000 |
25,000 |
| Magazine |
2,200 |
6,000 |
| Newspaper |
4,800 |
72,000 |
| FM radio |
420 |
1,600 |
6. Each year managers at Bausch and Lomb evaluate the many advertising media alternatives available to them as they develop their advertising program for contact lenses. What advantages and disadvantages of each alternative should they consider? Which media would you recommend to them?
7. What are two advantages and two disadvantages of the advertising posttests described in the chapter?
8. Federated Banks is interested in consumer-oriented sales promotions that would encourage senior citizens to direct deposit their Social Security checks with the bank. Evaluate the sales promotion options, and recommend two of them to the bank.
9. How can public relations be used by Firestone and Ford following investigations into complaints about tire failures?
10. Describe a self-regulation guideline you believe would improve the value of (a) an existing form of promotion and (b) a new promotional practice.