Question and Answer - 16

An article in a professional magazine carried this headline: â€œIs Letter Writing Dead?
â€19
How would you respond to such a question?
What particular knowledge and skills did she develop in preparing this research? Isabelle was
very thoughtful. She had a puzzled look on her face. The dilemma she had was one experienced
by many students in conducting research for a dissertation. Her research was concerned with
managers and how they coped with pressur
Do you find Chrisâ€™s justification for his research project convincing? Give reasons for your
answer? Chris was an MA student in international business and management. After taking a
module entitled Intellectual Property (IP) in International Business (IB), he had taken great
interest in this subject and had been det
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List five or more topics that an organization might feature in a press release.
What could be the advantages of using online observation for Anjali? Are there any
disadvantages that she should be aware of? Anjali, was in her final year of study for an
undergraduate business degree at an Indian university. She was very keen to explore the online
image of India as a tourism estimation for her resea
What is an apology? When should an apology be offered to customers?
Do you think Emma was correct in her decision not to carry out interviews? Give reasons for
your answer. Emma was now at the start of her final year of her business and accounting degree.
This was a four-year degree, with a placement year in the third year. Emma had been on
placement in the finance and administration
How are persuasive requests and sales letters similar and how are they different?
What problems do you think she would have anticipated in conducting research into pressure and
coping among managers that her literature review may not have identified? Isabelle was very
thoughtful. She had a puzzled look on her face. The dilemma she had was one experienced by
many students in conducting research for
When is persuasion necessary in business messages flowing downward in an organization?
What do you think should be Anjaliâ€™s policy regarding the use of direct quotations? Anjali,
was in her final year of study for an undergraduate business degree at an Indian university. She
was very keen to explore the online image of India as a tourism estimation for her research
project. Her review of the literatur
In promoting the value of letter-writing, a well-known columnist recently wrote, â€œTo trust
confidential information to e-mail is to be a rube.â€20 What did he mean? Do you agree?
In Latin countries why may employees sometimes fail to report accurately any negative
messages to management?
How can Kevin contribute to both his companyâ€™s successful implementation of the
acquisition and to understanding mergers and acquisitions? Kevin found the discussion on
insider action research in his part-time Masters research methods module very revealing and
stimulating. He had been struggling with the task of fin
What four questions are receivers of persuasive messages likely to be asking themselves?
What are the writerâ€™s primary and secondary goals in communicating bad news?
Some people feel that all employee news, good or bad, should be announced directly. Do you
agree or disagree? Why?
Name eight or more ways to attract attention in opening a sales message.
Why is it important to know your needs and have documentation when you make requests of
superiors?
Document for Analysis: Poor Claim Letter Your Task. Analyze the following poorly written
claim letter. List its weaknesses. If your instructor directs, revise it. Current date Mr. Morgan
Monroe Modern Office Systems 210 Halsted Street Chicago Heights, IL 60411 Dear Sir:
Recently my company purchased four of your Mat
Why is it important that your research can be related to a relevant theory base, and when during
the project does the theoretical framework need to be identified? Emma was now at the start of
her final year of her business and accounting degree. This was a four-year degree, with a
placement year in the third year. Emm
If pragmatism argues that the research questions should drive the choice of research methods,
how can Thomas be sure of the quality of the research? Thomasâ€™s work placement is at a
management consultancy firm, Spectrum, which provides strategic and financial advice to
organisations in the UK not-for-profit (NFP) sec
Document for Analysis: Information Request Your Task. Analyze the following poorly written
letter, and list its weaknesses. If your instructor directs, revise it using the suggestions you
learned in this chapter. Current date Planning Facilities Manager Bellagio Hotel & Casino 3600
South Las Vegas Boulevard Las Vega
Do you think that Emma is right to restrict her project to only low-cost airlines, rather than the
whole industry or a comparison with another sector? Give reasons for your answer. Emma was
now at the start of her final year of her business and accounting degree. This was a four-year
degree, with a placement year in t
Why is it important to regain the confidence of a customer in an adjustment letter? How can it be
done?
Name five situations in which the direct pattern should be used for bad news.
What are some channels that large organizations may use when delivering bad news to
employees?
How can form letters be personalized?
What does Sarah need to do to develop a literature review which is sufficiently critical, yet also
sufficiently balanced? Sarah was in the final year of her undergraduate business studies degree
course. She was starting on her research project, and had been thinking about what to investigate.
The module â€˜Organizatio
Describe three elements of business letters going abroad that might be modified to accommodate
readers from other cultures.
List the four major elements in a persuasive request.
How do persuasive messages in high- and low-context cultures differ?
The word persuasion turns some people off. What negative connotations can it have?
Outline the advantages and disadvantages of Mo Chengâ€™s decision to pilot her questionnaire
with her friends. Iâ€™m doing really well Mum, you donâ€™t have to worry about me. Iâ€™ve
lots of friends here. Weâ€™ll be working hard together. Besides, I have at least three months to
complete my research project. No big de
List effective tools for building interest in a persuasive request.

Document for Analysis: Favor Refusal Your Task. Analyze the following poorly written letter,
and list its weaknesses. If your instructor directs, revise it using the suggestions you learned in
this chapter. Current date Mr. Blake Dahlke Senior Correspondent Marketing and Management
Today 309 Fifth Avenue New York, N
What might Sarahâ€™s project tutor mean by suggesting that a critical literature review should
be â€˜balancedâ€™? Sarah was in the final year of her undergraduate business studies degree
course. She was starting on her research project, and had been thinking about what to investigate.
The module â€˜Organisational Chan
Plumley Ad Agency contracted with a company to prepare an ad campaign. Plumley uses a job
order costing system. Plumley estimates that the job will take 145 designer hours at $90 per hour
and 85 staff hours at $45 per hour. Plumley uses two overhead rates in applying overhead to
jobs: Designer-related at $100 per desig
There are several academic studies of how Venture Capitalists add value to their portfolio
companies through stage financing, portfolio approach (investing in a portfolio of companies in
the same or related industries), active investment style with significant control rights, including
the right to replace the manageme
Harist Corporation sold 5,000 units in May. Sales were $400,000, variable expenses were
$240,000, and fixed expenses were $120,000. If the company increases its selling price by 10%,
how many units would have to be sold in June to generate a profit of $40,000? a. 4,200 b. 4,500
c. 4,000 d. 5,000
Pro, Inc. had the following activities during its most recent period of operations: a) Purchased
raw materials on account for $140,000 (both direct and indirect materials are recorded in the raw
materials inventory account). b) Issued raw materials to production of $130,000 (80% direct and
20% indirect) c) Incurred
To avoid any uncertainty regarding his business' financing needs at the time when such needs
may arise, Cyrus Brown wants to develop a cash budget for his latest venture: Cyrus Brown
Manufacturing (CBM). He has estimated the following sales forecast for CBM over the next 9
months: March................................
On March 20, Batavia's petty cash fund of $100 is replenished when the fund contains $9 in cash
and receipts for postage $52, freight-out $26, and travel expense $10. Prepare the journal entry to
record the replenishment of the petty cash fund.

The following data rates to the Density Company's first operating period. Calculate cost of goods
sold for each product.
The production of one unit of Product BBB used $17.50 of direct materials and $21.00 of direct
labor. The unit sold for $56.00 and was assigned overhead at a rate of 30% of labor costs. What
is the gross profit per unit on its sale?
A bi-level mall is under construction. Installation of only nine escalators is planned at the start
although the ultimate design calls for 16. The question arises whether to provide necessary
facilities that would permit the installation of the additional escalators (e.g., stair supports, wiring
conduits, and motor fou
Goods in process inventory account of a manufacturing company that uses an overhead rate
based on the direct labor cost has a 4,400 debit balance after all posting is completed, the cost
sheet of the one job still in process shows direct material cost of 2,000 and direct labor cost of
800. Therefore the companies overh
Select a portfolio of common stocks in five companies whose stock is traded on the New York
Stock Exchange (NYSE). Base your selection of stocks on your own personal willingness to take
risks. Look up the beta of each company. Using equal weights, compute the portfolio beta,
showing your work. Discuss how the portfolio
Hashmi Company's investments in non-trading securities at December 31 show total cost of

$195,000 and total fair value of $205,000. Prepare the adjusting entry.
Quarshee Corporation had these transactions during 2014. (a) Issued $50,000 par value common
stock for cash. (b) Purchased a machine for $30,000, giving a long-term note in exchange. (c)
Issued $200,000 par value common stock upon conversion of bonds having a face value of
$200,000. (d) Declared and paid a cash div
Explain the difference between the "nature-of-expense" and "function-of-expense"

classifications.
The Johnson Manufacturing Company has the following job cost sheets on file. They represent
jobs that have been worked on during March of the current year. This table summarizes
information provided on each sheet: (a) What is the cost of goods sold for the month of March?
(b) What is the cost of the goods in process
Latrobe Corporation holds as a long-term investment non-trading stock securities costing

$72,000. At December 31, 2014, the fair value of the securities is $66,000. Prepare the adjusting
entry to record the securities at fair value.

Key Manufacturing Co. applies factory overhead to production on the basis of direct labor costs.
Assume that at the beginning of the current year the company estimated that direct material costs
would be $178,800, direct labor costs would be $154,000, and factory overhead costs would be
$231,000. (1) If the $28,000 co
Maximizing shareholder returns usually implies that the firm must also satisfy customers,
employees, suppliers, creditors and other stakeholders. First, rank stakeholders as to expected
risk and return and then rank stakeholders as to their importance to the organization's success.
Explain your ranking differences and/
The financial statements of Zetar plc are presented in Appendix C. The company's complete
annual report, including the notes to its financial statements, is available at www.zetarplc.com.
Instructions (a) Is Zetar using a multiple-step or a single-step income statement format? Explain
how you made your determination.
On July 17, 2014, James Taylor borrowed $60,000 from his grandfather to open a clothing store.
Starting July 17, 2015, James has to make 10 equal annual payments of $8,860 each to repay the
loan. Use a financial calculator to determine what interest rate James is paying.
What is Public administration.
The following information is available for Rego Bowling Alley at December 31, 2014. Prepare a
classified statement of financial position; assume that $13,900 of the notes payable will be paid
in 2015.
Frostbite Cold Storage Company was incorporated early in 2007 Since then, the following stock
has been outstanding:
Preferred stock, 5%, $25 par 8,000 shares Common stock, $20 par 10,000 shares On December
31, 2009, the company declared and paid a total of $50,000 in dividends. This was the first
dividend declared by
BagODonuts Company bought a used delivery truck on January 1, 2010, for $19,200. The van
was expected to remain in service 4 years (30,000 miles). BagODonuts' accountant estimated
that the truck's residual value would be $2,400 at the end of its useful life. The truck traveled
8,000 miles the first year, 8,500 miles th
Briefly describe a corporate merger that you have read about recently or been part of as an
employee. What kind of a merger was it? How well is it working from the perspectives of the
various stockholders? As far as you are able to determine, what factors are contributing to the
success or lack of it?

Locate the Home Depot, Inc., 2012 financial statements. Briefly peruse the financial statements
and answer the following questions: a. Name the titles of each of Home Depot's financial
statements that provide specific information about economic resources, claims to resources, and
changes in resources and claims. b.
Using the information listed below, calculate the total budget food sales revenue and beverage
sales revenue for the month of August. (This particular August has four Sundays) A dining room
has 66 seats, and is open 6 days a week for lunch and dinner (closed on Sundays). Beverage sales
revenue normally averages 15% of
You've got $3,000 in credit card bills at an 18% interest rate. Your employer has a 401(k) plan in
which it will match your contributions, up to 10% of your annual salary. Should you pay off your
credit card bills before you start putting money into the 401(k)? YES: Paying off an 18% debt,
and thus avoiding 18% intere
Identify the specific sections in PepsiCo's 2010 annual report where horizontal and vertical
analyses of financial data are presented.
At December 31, 2014, the available-for-sale equity portfolio for XYZ Corp. is as December 31,
2013, securities fair value adjustment balance-Dr. 5,400 On January 20, 2015, XYZ sold stock-A
for $31,100. The sale proceeds are net of brokerage fees. Prepare the adjusting entry at
December 31, 2014, to report the por
Instructions Describe in which statement each of the following items is reported, and the position
in the statement (e.g., current
During last period, a company's overhead rate was 150% of direct labor cost. This caused factory
overhead to be $10,000 over applied. Use the following incomplete accounts to determine the
cost of goods sold. a. 130,000
b. 170,000
c. 40,000
d. 60,000
e. 90,000
A $1000 par value convertible bond has a conversion price of $50. It is currently selling for
$1120 despite the fact that the bond's coupon rate and the market rate are equal. The common
stock obtained upon conversion is selling for $54 per share. What is the convertible bond's
conversion premium?
Lockhart Corporation is a calendar-year corporation. At the beginning of 2013, its election to be

taxed as an S corporation became effective. Lockhart Corp.'s balance sheet at the end of 2012
reflected the following assets (it did not have any earnings and profits from its prior years as a C
corporation): Asse
The following information relates to Fanning's Electronics on December 31, 2011. The company,
which uses the calendar year as its annual reporting period, initially records prepaid and
unearned items in balance sheet accounts (assets and liabilities, respectively). a. The company's
weekly payroll is $8,750, paid each
You are operating a firm in a perfectly competitive market. In the short run, you have fixed costs
of $30. Your variable costs are given in the following table: Q..............................TVC
0...................................0 1................................100 2...............................150 3......
Carly Simon wishes to invest $18,000 on July 1, 2014, and have it accumulate to $50,000 by
July 1, 2024. Use a financial calculator to determine at what exact annual rate of interest Carly
must invest the $18,000.
Capers, Inc. is developing its cash budget for the next year. Of Capers% u2019 sales, 20% is for
cash, another 60% is collected in the month following sale, and 20% is collected in the second
month following sale. November and December sales for 2010 were $229000 and $250,000,
respectively. Capers%u2019 purchases its
On January 1, 2014, Lennon Corporation acquires 100% of Ono Inc. for $220,000 in cash. The
condensed balance sheets of the two corporations immediately following the acquisition are as
follows. Instructions Prepare a worksheet for a consolidated balance sheet.
Goods costing $2,000 are purchased on account on July 15 with credit terms of 2/10, n/30. On
July 18, a $200 credit was received from the supplier for damaged goods. Give the journal entry
on July 24 to record payment of the balance due within the discount period, assuming a periodic
inventory system.
In January 2014, the management of Gina Company concludes that it has sufficient cash to
purchase some short-term investments in debt and stock securities. During the year, the
following transactions occurred. Feb. 1 Purchased 500 shares of Joy common stock for $30,000,
plus brokerage fees of $800. Mar. 1 Purchased 6
In January 2014, the management of Stefan Company concludes that it has sufficient cash to
permit some short-term investments in debt and stock securities. During the year, the following
transactions occurred. Feb. 1 Purchased 600 shares of Superior common stock for $31,800, plus
brokerage fees of $600. Mar. 1 Purcha
Triumph Company prepares reversing entries. If the adjusting entry for interest payable is
reversed, what type of an account balance, if any, will there be in Interest Payable and Interest
Expense after the reversing entry is posted?
The ending inventory of finished goods has a total cost of $9,000 and consists of 600 units. If
the overhead applied to these goods is $3,000, and the overhead rate is 75% of direct labor, how
much direct materials cost was incurred in producing these units? A. $3,750 B. $2,000 C. $4,000
D. $6,000 E. $9,000
Suppose the current value of a popular stock index is 653.50 and the dividend yield on the index
is 2.8 percent. Also, the yield curve is flat at a continuously compounded rate of 5.5 percent. a. If
you estimate the volatility factor for the index to be 16 percent, calculate the value of an index
call option with an
Describe the now of labor costs in a job order costing system and identify the documents used in
the system.
The selling and administrative expense budget of Hiser Corporation is based on the number of
units sold, which are budgeted to be 1,900 units in August. The variable selling and
administrative expense is $6.10 per unit. The budgeted fixed selling and administrative expense
is $22,420 per month, which includes depreciat
Otto Corp. purchased merchandise during 2010 on credit for $300,000; terms 2/10, n/30. All of
the gross liability except $60,000 was paid within the discount period. The remainder was paid
within the 30-day term. At the end of the annual accounting period, December 31, 2010, 90% of
the merchandise had been sold and 10%
Zurich Company recently received the following information (in Swiss francs) related to the
company's December 31, 2014, statement of financial position. Prepare the assets section of the
company's classified statement of financial position.

On January 2, 2011, Well Co. purchased 10% of Rea Inc.'s outstanding common shares for
$400,000. Well is the largest single shareholder in Rea, and Well's officers are a majority on
Rea's board of directors. Rea reported net income of $500,000 for 2011, and paid dividends of
$150,00. In its December 31, 2011, balance s
During last period, a company's direct labor cost was double the cost of its direct material used.
In addition, factory overhead was $5,000 under applied. Use the following incomplete accounts
to determine the cost of direct labor.
Fredman Company has a standard costing system and keeps all its costs up to date. The
company's main product is copper wind chimes, which are made in a single department. The
Standard Variable costs for one wind chime (unit) are as follows: Direct Materials (3 yards at
$12.50 per yard)...............................
A Person plans to retire today and expects to begin living off their retirement savings beginning
one year from now and continuing until death. Identify and explain key variables that will
influence the amount of income that can be taken from retirement saving annually until death.
How will increasing and decreasing th
Rick Baden is uncertain about the applicability of the cost principle to plant assets. Explain the
principle to Rick.
Instructions Identify five differences in the format of the statement of financial position used by
Zetar plc compared to a compan
A company's ending inventory of finished goods has a cost of $35,000 and consists of 750 units.
If the overhead applicable to these goods is $8,400, and overhead is applied at the rate of 60% of
direct labor, what is the cost of the direct materials used to produce these units?
On December 31, 2013, Eli Associates owned the following securities, held as long-term
investments. On this date, the total fair value of the securities was equal to its cost. The securities
are not held for influence or control over the investees. In 2014, the following transactions
occurred. July 1 Received $1 per
At December 31, 2014, the trading securities for Oglesbee, Inc. are as follows. Instructions (a)
Prepare the adjusting entry at December 31, 2014, to report the securities at fair value. (b) Show
the balance sheet and income statement presentation at December 31, 2014, after adjustment to
fair value.
Raglan Company's balance sheet shows Inventory $162,800. What additional disclosures should
be made?
Janeiro Skate, Inc. currently manufactures the wheels that it uses for its in-line skates. The
annual costs to manufacture the 150,000 wheels needed each year are as follows:
Total Cost Direct material $ 165,000 Direct labor 45,000 Variable overhead 60,000 Fixed
overhead 300,000 Total $ 570,000 Kasba Rubber Compa
Zippydah Company has the following data at December 31, 2014. The non-trading securities are
held as a long-term investment. Instructions (a) Prepare the adjusting entries to report each class
of securities at fair value. (b) Indicate the statement presentation of each class of securities and
the related unrealized
The basic accounting equation is: Assets 5 Liabilities 1 Stockholders' Equity. Replacing the
words in that equation with dollar amounts, what is The Coca-Cola Company's accounting
equation at December 31, 2010?
On December 31, 2013, Ogallala Associates owned the following securities, held as a long-term
investment. The securities are not held for influence or control of the investee. On December 31,
2013, the total fair value of the securities was equal to its cost. In 2014, the following
transactions occurred. July 1 Recei
Nic Saybin Enterprises Accounting Department collects all pertinent monthly operating data.
Selected data are presented below for the current month. From the data provided, please provide
Saybin Enterprises Management with a flexible budget analysis to see how costs were controlled.
The Magic Pumpkin Limousine Company wants to purchase a car entertainment system for one
of its automobiles. The entertainment system vendor has offered to finance the $2,000 purchase
over one year in 12 installments, with a total of $200 in interest to be paid on the loan. What is
the effective rate on this loan? a.
Gorman Co. had a sheet metal cutter that cost $96,000 on January 1, 2012. This old cutter had an
estimated life of ten years and a salvage value of $16,000. On April 1, 2017, the old cutter is
exchanged for a new cutter with a market value of $48,000. The exchange lacked commercial
substance. Gorman also received $12,0
The ending inventory of finished goods has a total cost of $9,000 and consists of 600 units. If the
overhead applied to these goods is $3,000, and the overhead rate is75% of direct labor, how
much direct materials cost was incurred in producing these units? A. $3,750. B. $2,000. C.
$4,000 D. $6,000. E. $9,000.
Assume a 5-year Treasury bond has a coupon rate of 4.5%. a. Give examples of required rates of
return that would make the bond sell at a discount, at a premium, and at par. b. If this bond's par
value is $10,000, calculate the differing values for this bond given the required rates you chose in
part a.
Prepare the necessary journal entries for each of the transactions presented below for the
Salisbury Company. a. Salisbury Company sold 2,000 shares of common stock at $25 per share
in cash. b. The company purchased equipment for $8,000, paying $2,000 in cash and the
remainder in a note. c. The company paid the curr
What threats does Netflix face in the future? Baseball great Yogi Berra, known more for his
mangled phrasing than for his baseball prowess, once said, â€œThe future ainâ€™t what it used
to be.â€ For Netflix, the worldâ€™s largest online movie-rental service, no matter how you say
it, figuring out the future is challen
List all the promotional mix elements used in the Pepsi Refresh campaign. What grade would
you give PepsiCo on integrating these elements into an integration marketing communications
campaign? This year, PepsiCo did something that shocked the advertising world. After 23
straight years of running ads for its flagship br
Sex sells, and a lot of advertising uses it, even for products or services that are not sexually
oriented. Why are lawmakers more concerned with sexually explicit ads on billboards than such
ads in other media? Imagine a young family driving to Disney World. Along the route, the
children see billboards with Mickey, Do
What information is shown on a W-4 statement? On a W-2 statement?
Using the following accounts and an overhead rate of 90% of direct labor cost, determine the
amount of applied overhead.
Describe the key functions performed by marketing channel members.
Will the Pepsi Refresh campaign be successful? Why or why not? This year, PepsiCo did
something that shocked the advertising world. After 23 straight years of running ads for its
flagship brand on the Super Bowl, it announced that the number-two soft drink maker would be
absent from the Big Game. But in the weeks leadi
Should airlines be required to charge standard prices based on distance and equal airfares for
passengers seated in the same class (such as coach or business class) on the same flight? What
will likely happen to prices if the government requires airlines to base fares only on distance and
passenger class? Youâ€™d thin
Name and briefly describe the stages of the business buying process.
As completely as possible, analyze the campaign according to the steps listed in the chapter for
developing effective marketing communication. This year, PepsiCo did something that shocked
the advertising world. After 23 straight years of running ads for its flagship brand on the Super
Bowl, it announced that the numbe
In a small group, debate whether or not the Internet will result in disintermediation of the
following retail stores: (1) Video rental stores, (2) Music stores, and (3) Clothing stores.
Name and describe the three basic winning competitive strategies espoused by Michael Porter.
(AACSB: Communication)
What factors influence the prices a company charges in different countries?
If a manufacturer sells its laundry detergent to a wholesaler for $2.50, at what price will the
wholesaler sell it to a retailer if the wholesaler wants a 15 percent margin based on the selling
price? Consumers typically buy products such as toiletries, food, and clothing from retailers
rather than directly from the m
Discuss the complexities international marketers face when designing channels in other
countries.
What is a franchise organization? Discuss the types of franchise organizations and give an
example of each.
One psychological pricing tactic is just-below pricing. It is also called â€œ9-endingâ€ pricing
because prices usually end in the number 9 (or 99). In a small group, have each member select
five different products and visit a store to find the price of those items. Is there a variation among
the items and stores with
Evaluate Tescoâ€™s research efforts for the U.S. market. Did this research help or hurt? One
beautiful autumn morning in Ontario, California, a long line of people waited anxiously with
shopping carts. The occasion? The grand opening of a Fresh & Easy Neighborhood Market. This
was big news for a community starving for
Determining the target market and the positioning for a retail store are very important marketing
decisions. In a small group, develop the concept for a new retail store. Who is the target market
for your store? How is your store positioned? What retail atmospherics will enhance this
positioning effectively to attract
Explain how having strong competitors can benefit a company. (AACSB: Communication;
Reflective Thinking)
What key benefits do these forms of direct marketing offer for consumers and for marketers?
(AACSB: Communication; Use of IT; Reflective Thinking) The Internet opened the door for
explosive growth in direct marketing, and much of that growth is through applications for mobile
devices. For example, for $12.99 per month,
How does Netflix add value for customers through distribution functions? Baseball great Yogi
Berra, known more for his mangled phrasing than for his baseball prowess, once said, â€œThe
future ainâ€™t what it used to be.â€ For Netflix, the worldâ€™s largest online movie-rental
service, no matter how you say it, figurin
Discuss the factors to consider with regard to message structure when designing a message.
If a retailer wants a 20 percent margin based on the selling price, at what price will the retailer
sell the product to consumers? Consumers typically buy products such as toiletries, food, and
clothing from retailers rather than directly from the manufacturer. Likewise, retailers buy from
wholesalers. Resellers perfo
Analyze the marketing environment and the forces shaping eBayâ€™s business over the years.
Pop quiz: Name the high-tech company that got its start in someoneâ€™s living room, grew
from zero revenue to a multibillion dollar corporation in less than a decade, and pioneered the
model for an entire industry to follow. If y
Discuss how retailers and wholesalers add value to the marketing system. Explain why marketers
are embracing the concept of shopper marketing.
The atmosphere in a retail store is carefully crafted to influence shoppers. Select a retailer with
both a physical store and an online store. Describe the elements of the physical storeâ€™s
atmosphere, such as coloring, lighting, music, scents, and dÃ©cor. What image is the storeâ€™s
atmosphere projecting? Is the atmo
The North American Industry Classification System (NAICS) codes classify businesses by
production processes, providing a common classification system for North America and better
compatibility with the International Standard Industrial Classification system. This six-digit
number (in some cases, seven or ten digits) is
List the major influences on business buyer behavior. Why is it important for the B-to-B
marketer to understand these major influences?
Research ways in which marketers protect against the consequences of online pricing errors and
write a brief report summarizing what you learn. The Internet is great for selling products and
services. But donâ€™t make a pricing mistake online! Intercontinental Hotels mistakenly priced
rooms at one of its four-star hot
Discuss the factors used to classify retail establishments and list the types within each
classification.
In a buying center purchasing process, which buying center participant is most likely to make
each of the following statements? â€œThis bonding agent better be good, because I have to put
this product together.â€ â€œI specified this bonding agent on another job, and it worked for
them.â€ â€œWithout an appointment, n
Convert U.S.$1.00 to the currencies of five other countries. What implications do currency
exchange rates hold for setting prices in other countries?
Describe Fresh & Easy according to the different types of retailers discussed in the chapter. One
beautiful autumn morning in Ontario, California, a long line of people waited anxiously with
shopping carts. The occasion? The grand opening of a Fresh & Easy Neighborhood Market. This
was big news for a community starving
Discuss the concerns of suppliers (i.e., garment makers) and retailers in the apparel channel of
distribution. Is it fair that retailers should expect suppliers to respond so quickly? Is it fair that
suppliers should demand long lead times? Tension is escalating between apparel retailers and
suppliers during the econo
Visit www.youtube.com/watch?v_eob532iEpqk and watch the â€œThe Future Marketâ€ video.

What impact will RFID tags have on each major logistical function? What are the biggest current
obstacles in adopting this technology?
Compare and contrast direct and indirect marketing channels and discuss the types of flows in a
distribution channel.
Find two other examples of online pricing mistakes. How did the companies handle the problems
resulting from the pricing errors? The Internet is great for selling products and services. But
donâ€™t make a pricing mistake online! Intercontinental Hotels mistakenly priced rooms at one
of its four-star hotels near Venice
Which point of view is best for identifying competitorsâ€” industry or market? (AACSB:
Communication)
List and briefly discuss the trends impacting the future of retailing.
Explain why there is variation in the percentage of sales spent on advertising among the four
industries in the previous question. Using the percent of sales method, an advertiser sets its
budget at a certain percentage of current or forecasted sales. However, determining what
percentage to use is not always clear. Ma
Explain how the business market differs from the consumer market for a product such as
automobiles.
Discuss the options facing Belgian craft brewers desiring to sell their products in the United
States if researchers cannot discover a way to sufficiently extend the shelf life of craft beers.
Brewing craft beer is both an art and a science, and Sonia Collin, a Belgian researcher, is trying
to devise a way for this hig
Should all companies consider reducing their sales forces in favor of telemarketing? Discuss the
pros and cons of this action. (AACSB: Communication; Reflective Thinking) Many companies
are realizing the efficiency of telemarketing in the face of soaring sales force costs. Whereas the
average cost of a B-to-B sales cal
Discuss the two basic promotion mix strategies. Form a small group and recommend a
promotion mix for a brand of peanut butter implementing primarily a push promotion strategy.
Then recommend a promotion mix for the same brand implementing primarily a pull promotion
strategy. Explain how your two recommendations differ.
Is the relationship between Ciscoâ€™s own collaborative culture and the products and services it
sells something that could work for all companies? Consider this issue for a consumer products
company like P&G. Perhaps youâ€™ve heard of Cisco Systems. Itâ€™s the company that runs
those catchy â€œHuman Networkâ€ ads. It
Find news articles about two recent data security breaches. How did the breaches occur? Who
was potentially affected by them? (AACSB: Communication; Reflective Thinking)
Name and briefly describe the nine elements of the communications process. Why do marketers
need to understand these elements?
Most stores have eliminated layaway options for customers and encourage credit purchases.
Should retailers encourage customers to rely heavily on credit? In the United States, paying for
purchases with a credit card is old news. Thatâ€™s not so in much of Asia. The United States
leads the world in credit cards per cap
Discuss the customer buying process for one of Ciscoâ€™s products. Discuss the selling process.
In what ways do these processes differ from those found in buying and selling a broadband
router for home use? Perhaps youâ€™ve heard of Cisco Systems. Itâ€™s the company that runs
those catchy â€œHuman Networkâ€ ads. It a
What type of channel conflict does this represent? Are there any benefits from this conflict?
Tension is escalating between apparel retailers and suppliers during the economic recovery.
Retailers previously placed orders almost a year in advance, and suppliers produced high
volumes cheaply. Now many retailers are plac
Why would a company consider increasing its price? What precautions must be taken to avoid
being perceived as a price gouger?
Discuss the different organizational approaches for retailers and provide an example of each.
List and briefly describe the major logistics functions. Give an example of a decision a logistics
manager would make for each major function.
Determine the stockturn rate if this retailer carries an average inventory at a cost of $750,000,
with a cost of goods sold of $2,000,000. If this companyâ€™s stockturn rate was 3.5 last year, is
the stockturn rate you just calculated better or worse? Explain. Retailers need merchandise to
make sales. In fact, a reta
P&Gâ€™s average contribution margin before the price cuts was 20 percent. Refer to Appendix
2 and calculate the new contribution margin if prices are reduced 10 percent. The recently weak
economy caused many consumers to switch to lower-priced products. Although P&G had sales
of $77 billion in 2009, many of its relati
Consider PepsiCoâ€™s advertising throughout its history. Identify as many commonalities as

possible across its various ad campaigns. How is this campaign consistent with PepsiCoâ€™s
brand image? This year, PepsiCo did something that shocked the advertising world. After 23
straight years of running ads for its flagship
Describe how electronic purchasing has changed the B-to-B marketing process and discuss the
advantages and disadvantages of electronic purchasing.
Compare and contrast the geographic pricing strategies that companies use for customers located
in different parts of the country or the world. Which strategy is best?

List and briefly describe the five major promotion mix tools.
Do you agree or disagree with Donahoe that eBayâ€™s current strategy doesnâ€™t mean that
certain sellers will lose? Pop quiz: Name the high-tech company that got its start in
someoneâ€™s living room, grew from zero revenue to a multibillion dollar corporation in less
than a decade, and pioneered the model for an entire
Shop for a product of your choice on Amazon.com. Do consumer reviews influence your
perception of a product or brand offered? Consumers participating in the Amazon Vine Program
submit many of the product reviews found on Amazon.com. Learn about this program and
discuss whether or not a review from a consumer in this pr
Calculate the gross margin percentage of a retailer with annual sales of $5,000,000 and cost of
goods sold of $2,000,000. Retailers need merchandise to make sales. In fact, a retailerâ€™s
inventory is its biggest asset. The cost of goods sold greatly impacts a retailerâ€™s gross profit
margin. Moreover, not stocking en
Identify three price-comparison shopping Web sites and shop for a specific model of a digital
camera on all three sites. Compare the price ranges given at each site. Based on your search,
determine a fair price for the camera.
Visit www.ezface.com or www.ray-ban.com/usa/science/ virtual-mirror and use the virtual

mirror to try on makeup or sunglasses. Does this technology help you select an appropriate
product for your face? Mirror, mirror on the wall, whoâ€™s the fairest of them all?â€ This is
no fairy tale feature anymore and can be foun
Describe the three strategies available regarding the number of intermediaries and discuss the
types of products for which each is appropriate.
Consumer packaged goods manufacturers typically distribute products to retailers through

wholesalers. However, Walmart deals directly with manufacturers, many having offices in
Bentonville, Arkansas, and catering just to Walmart. Discuss the consequences of manufacturers,
such as Kraft and P&G, distributing products di
What level of total sales must P&G capture at the new price levels to maintain the same level of
total contribution before the price reduction (that is, total contribution = $15.4 billion, which is
20 percent of $77 billion in sales)? The recently weak economy caused many consumers to
switch to lower-priced products.
Given the industries in which Cisco competes, what are the implications for the major types of
buying situations? Perhaps youâ€™ve heard of Cisco Systems. Itâ€™s the company that runs
those catchy â€œHuman Networkâ€ ads. It also produces those familiar Linksys wireless
Internet routers and owns Pure Digital Technologi
Should these types of ads have the same protection that individual citizens have under the First
Amendment? Imagine a young family driving to Disney World. Along the route, the children see
billboards with Mickey, Donald, Kermit the Frog, and other Disney characters. Cinderella, Ariel,
and the other princesses are so
Discuss the environmental forces acting on medical device and pharmaceutical companies that
are preventing them from meeting the needs of the infant and child market segment. Is it wrong
for these companies to not address the needs of this segment? Youâ€™ve probably heard of
some specific heart procedures, such as ang
Should the promotional relationships between doctors and drug and medical device companies
be allowed? Discuss the pros and cons of this practice. Will a disclosure of this relationship
influence your decision regarding which doctor to visit? Pharmaceutical companies give
physicians money and other promotional benefit
Suppose you are a manufacturerâ€™s agent for three lines of complementary womenâ€™s
apparel. Discuss the types of marketing mix decisions you will make.
What are the ethical implications of encouraging electronic payment methods compared to cash
payments in Asian countries? In the United States, paying for purchases with a credit card is old
news. Thatâ€™s not so in much of Asia. The United States leads the world in credit cards per
capitaâ€”2.01, which is much higher
How do horizontal and vertical conflict impact Netflix? Baseball great Yogi Berra, known more
for his mangled phrasing than for his baseball prowess, once said, â€œThe future ainâ€™t what
it used to be.â€ For Netflix, the worldâ€™s largest online movie-rental service, no matter how
you say it, figuring out the future
If each sales rep earns a salary of $60,000 per year, what sales are necessary to break even on the
sales force costs if the company has a contribution margin of 40 percent? What effect will adding
each additional sales representative have on the break-even sales? B-to-B marketing relies
heavily on sales reps. Salespe
Refer to appendix 2 to determine the number of salespeople a company needs if it has 3,000
customers who need to be called on 10 times per year. Each sales call lasts approximately 2.5
hours, and each sales rep has approximately 1,250 hours per year to devote to customers per
year. B-to-B marketing relies heavily on s
What specific customer benefits will likely result from the Cisco products mentioned in the case?
Perhaps youâ€™ve heard of Cisco Systems. Itâ€™s the company that runs those catchy
â€œHuman Networkâ€ ads. It also produces those familiar Linksys wireless Internet routers
and owns Pure Digital Technologies, the company
Suggest some solutions to this problem. Youâ€™ve probably heard of some specific heart
procedures, such as angioplasty and stents, that are routinely performed on adults. But such heart
procedures, devices, and related medications are not available for infants and children, despite
the fact that almost 40,000 children
Define IMC and discuss how marketers implement it.
Will Netflix be successful in the long term? Why or why not? Baseball great Yogi Berra, known
more for his mangled phrasing than for his baseball prowess, once said, â€œThe future ainâ€™t
what it used to be.â€ For Netflix, the worldâ€™s largest online movie-rental service, no matter
how you say it, figuring out the fu
Name and describe the three types of business buying situations.
Name and describe the six buyer-readiness stages. Discuss why it is important for a marketing
communicator to know where the target audience stands and to what stage it needs to be moved.
As completely as possible, sketch the value chain for Netflix from the production of content to
viewer. Baseball great Yogi Berra, known more for his mangled phrasing than for his baseball
prowess, once said, â€œThe future ainâ€™t what it used to be.â€ For Netflix, the worldâ€™s
largest online movie-rental service, no
Using information regarding industry advertising-to-sales ratios (see company.news-

record.com/advertising/advertising/ratio.html), recommend percentages of sales that advertisers
in the following industries should use to set next yearâ€™s advertising budget: a grocery store, a
physician, a cosmetic brand, and malt beve
Visit www.MerchantCircle.com/corporate and search for a jeweler in your city or some other
city. What information is provided? Are any jewelers in your city members of MerchantCircle?
Search for other products and services and describe the benefits this network provides to the
consumer. Small businesses account for 90
Find or conceive of other applications in which the Internet and mobile devices create direct
marketing opportunities. (AACSB: Communication; Reflective Thinking) The Internet opened
the door for explosive growth in direct marketing, and much of that growth is through
applications for mobile devices. For example, for $
Interview a businessperson to learn how purchases are made in his or her organization. Ask this
person to describe a recent straight rebuy, a modified rebuy, and a new task buying situation of
which he or she is aware. (If necessary, define these terms for the businessperson.) Did the
buying process differ for differen
Is eBay doing the right thing by sticking to its current strategy? What changes, if any, would you
recommend to Donahoe? Pop quiz: Name the high-tech company that got its start in
someoneâ€™s living room, grew from zero revenue to a multibillion dollar corporation in less
than a decade, and pioneered the model for an e
Explain how both positive and negative attitudes toward a brand like Porsche develop. How
might Porsche change consumer attitudes toward the brand? Porsche (pronounced Porsh-uh) is a
unique company. It has always been a niche brand that makes cars for a small and distinctive
segment of automobile buyers. In 2009, Porsc
What role does the Porsche brand play in the self-concept of its buyers? Porsche (pronounced
Porsh-uh) is a unique company. It has always been a niche brand that makes cars for a small and
distinctive segment of automobile buyers. In 2009, Porsche sold only 27,717 cars in the five
models it sells in the United States.
Describe the channel of distribution for a craft beer from Belgium to your city or town. How
many channel levels will be involved? Brewing craft beer is both an art and a science, and Sonia
Collin, a Belgian researcher, is trying to devise a way for this highly perishable beer to have a
longer shelf life. If successful
Visit the Web sites of other government buying resources listed in the chapter to learn more
about them. Write a brief report explaining how small businesses can use these resources. How
would you like to sell to a customer that spends billions of dollars per year on contractors? If so,
you need to learn how to crack
Compare and contrast personal and nonpersonal communication channels.
What type of demand exists for pharmaceutical and medical device products? Discuss the roles
doctors play in the business buying process for medical equipment used in a hospital and why
companies market so heavily to them. Pharmaceutical companies give physicians money and
other promotional benefits when marketing the
Find other examples of how retailers are using digital technologies, such as digital signage and
mobile technologies, to better serve customers. Mirror, mirror on the wall, whoâ€™s the fairest
of them all?â€ This is no fairy tale feature anymore and can be found online or at a retailer near
you. EZFace, a virtual mirr
What factors account for the variation in airfares? Should airlines be permitted to get as much as
they can for a seat? Youâ€™d think that the farther you fly, the more expensive your airfare
would be. According to U.S. Department of Transportation data, however, thatâ€™s not the
case. For example, the average cost of
Describe PepsiCoâ€™s target audience. Is the Pepsi Refresh campaign consistent with that
audience? This year, PepsiCo did something that shocked the advertising world. After 23 straight
years of running ads for its flagship brand on the Super Bowl, it announced that the number-two
soft drink maker would be absent from
As a retail brand, assess the Fresh & Easy retail strategy with respect to segmentation, targeting,
differentiation, and positioning. One beautiful autumn morning in Ontario, California, a long line
of people waited anxiously with shopping carts. The occasion? The grand opening of a Fresh &
Easy Neighborhood Market. Th
How has the change in the nature of eBay sellers affected the creation of value for buyers? Pop
quiz: Name the high-tech company that got its start in someoneâ€™s living room, grew from
zero revenue to a multibillion dollar corporation in less than a decade, and pioneered the model
for an entire industry to follow. If
Have you ever experienced any form of Internet censorship? Explain.
You are surprised when a student from a local university appears at your door and asks you to
sign a petition of support for the Unitarian Church in its legal battle with the NSA. The student
also states that any financial contribution you would like to make to help offset legal expenses
would be greatly appreciated. W
You are a talent scout for a professional sports team. Over the years, the players you have
recommended have had outstanding performance records for your team. Indeed, although you
are only in your late thirties, you are frequently cited as the top talent recruiter in the entire
league. You have read and reread the stu
Describe the three types of appeals used in marketing communications messages and develop
three different ads for the same brand of a product of your choice, each using a different appeal.
Refer to Appendix 2 to determine the marketing return on sales (marketing ROS) and marketing
ROI for each company in the chart below. Which company is performing better? Explain.
(AACSB: Communication; Analytical Reasoning; Reflective Thinking) Many companies are
realizing the efficiency of telemarketing in the face of
You are the CPO for a major social network. You have just listened to a sales pitch from a data
broker with a proposition to buy detailed data about your roughly 100 million users for $10
million per year. This is an arrangement the data broker has already entered into with two of your
competitors. While the offer is c
What rights are the First and Fourth Amendments designed to protect? How do these
Amendments influence your thoughts on data privacy?
You've been a real estate broker for almost 15 years, and for the past three years, you have
generated more sales and commissions than anyone at your firm. As you sit in a meeting with
your firm's president, you are feeling quite pleased as she recounts your major sales
accomplishments and acknowledges your sales exper
The new CFO at iProspect is on a mission to cut costs and increase profits. One strategy she has
taken is to closely examine the costs and benefits generated from the firm's information systems.
Those systems that don't demonstrate a good return on investment are candidates for termination,
thus saving the firm ongoing
Identify the top three most attractive B2C markets by country. Why are these countries so
attractive for B2C e-commerce?
You are the CIO of a company facing a potential class action lawsuit over damages caused by
one of its products. There has been some discussion at work about the potential for senior
managers to be interviewed as part of the discovery process. You are shocked when your
manager approaches you in the company parking lot
You are a member of the business development group of a rapidly growing sporting goods
retailer with annual revenue of $150 million. Your firm has been in business for 10 years and
operates two dozen stores in the southwest United States. It has plans to add two stores per year
for at least the next five years. The fir
This chapter began with the quote: "The most important goal and potential reward of big data
initiatives is the ability to analyze diverse data sources and new data types, not managing very
large data sets." Do you agree with this statement? Why or why not?
Do research to find evidence that a digital divide exists within your country. Discuss your
findings. What issues are raised by the existence of a digital divide?

Develop a set of rules that captures your thought process in completing a frequently performed
task-choosing which clothes to wear to school or work, deciding what route to take to school or
work, and so on. Test the accuracy and completeness of your rule set by having a classmate
follow your rules to complete the task
Your U.S.-based organization is expanding its sales reach globally with the opening of new sales
offices in Germany, Brazil, and China. Upper management is pushing hard to get the company's
Web site modified so that visitors can specify their country and view a customized version of the
site in their native language. O
You are a member of the Human Resources Department of a software manufacturer that has
several products and annual revenue in excess of $500 million. You're on the phone with the
manager of software development who has made a request to hire a notorious hacker to probe
your company's software products in an attempt to
Your organization's first Web site was launched just six months ago, but already management is
calling it a complete disaster. The site has failed to stimulate additional sales and has proven to
be unreliable, with frequent periods of service interruption. Things are so bad that consumers are
frequently calling the cus
What do you think are the greatest social issues raised by the IoT?
1. How does the government's responsibility to provide for the common defense of the American
people and to protect civil liberties conflict in the case of the PRISM project? 2. What measures
can be taken to ensure that the government's counterterrorism projects do not infringe, or only
minimally infringe, on individu
You have just heard on the news that there was a major data breach at your university and that
personal identification information of all students, faculty, and employees may have been
compromised. The incident occurred three months ago but is just now being communicated.
What action should you take?
Imagine that you are a senior executive in the human resources group of a large organization
faced with an alarming number of retirements of critical employees over the next three years.
How might you deal with this situation to avoid losing valuable expertise needed for the
organization's continued growth and success?
Do you think the percentage of U.S. online retail sales to total retail sales will continue to
increase? Why or why not?
In what ways is a B2B private store different from a B2B customer portal? How is a private store
different from a typical B2C e-commerce Web site?
Do research to identify at least three data brokers who have information about you. What data
about you is available? Is there any way for you to confirm that the data about you is accurate? Is
there any way for you to ask that data about you be removed from the data broker's database?
Assume that you are the owner of a small appliance sales and repair shop serving hundreds of
customers in your area. How might you use a CRM system to capture customer data that could
be used to provide better service or increase revenue?
You are meeting with your manager, the new Chief Information Officer (CIO) of a market
research and consulting firm, for the first time. The CIO shares that she just learned that the firm
has no consumer data privacy policy. She asks you if you feel that creation of such a policy is a
priority. What do you say?
Must you be a trained statistician to draw valid conclusions from the use of BI tools? Why or
why not?
Briefly describe the ETL process for building a data warehouse.
The Internal Revenue Service maintains a large data warehouse containing 10 years of tax return
data. Identify and list four other data warehouses kept by other branches of the federal
government and the purposes that each one serves.
Some IT security personnel believe that their organizations should employ former computer
criminals who now claim to be white hat hackers to identify weaknesses in their organizations'
security defenses. Do you agree? Why or why not?
What are the primary organizational benefits that can be gained through a successful knowledge
management program? How might you justify investment in a knowledge management project?
Your company, which manufactures roller blades and related equipment and clothing, is
interested in gaining a better understanding of its customers. While the company has a CRM
system that contains information about customer contacts with the firm (phone calls, queries, and
orders), there is interest in obtaining more
Do you think that it is important to maintain net neutrality? Why or why not?
You are the sales manager of a software firm that provides BI software for reporting, query, and
business data analysis via OLAP and data mining. Write a paragraph that your sales reps can use
when calling on potential customers to help them understand the business benefits of BI.
Imagine that you are the CEO of a large organization, and you strongly support the need for a
greater level of collaboration in most areas of the organization.
Hundreds of a bank's customers have called the customer service call center to complain that
they are receiving text messages on their phone telling them to log on to a Web site and enter
personal information to resolve an issue with their account. What action should the bank take?
You knew that your organization monitored employee's email and social networking messages
sent from work, but you did not know that those messages underwent social network analysis.
Thus, you are quite surprised when your manager informs you that this technology has identified
you as one of the company's subject matter
You are a member of the engineering organization for an aircraft parts manufacturer. The firm is
considering the implementation of a PLM system. Make a convincing argument for selecting a
system whose scope includes CAD, CAE, and CAM software.
You are the new operations manager of a large call center for a multinational retailer. The call
center has been in operation for several years, but has failed to meet both the customers' and
senior management's expectations. You were hired three months ago and challenged to "turn the
situation around." As you are sitt
What sort of companies might employ a private company marketplace? What sort of companies
might participate in a private company marketplace? How is a private company marketplace
different from an industry consortia-sponsored marketplace?
In what ways does a well-designed enterprise search software vary from popular search engines
(e.g., Bing, DuckDuckGo, and Google)?
It appears that someone is using your firm's corporate directory-which includes job titles and
email addresses-to contact senior managers and directors via email. The email requests that the
recipient click on a URL, which leads to a Web site that looks as if it were designed by your
Human Resources organization. Once
Provide three examples of tacit knowledge. Provide three examples of explicit knowledge.
Based on the success of the University of Kentucky's system, your school is considering
implementing its own system of data analysis to help increase student retention. You have been
selected to participate in a student focus group to provide your thoughts and perspective. The
focus group leader briefly explains the go
1. How did Peapod's strategy differ from Webvan's? What made Peapod more successful? 2.
How does Peapod's strategy differ from Amazon's? 3. Are Peapod and Amazon targeting the
same customer base? Which customers would you expect each company to attract and maintain?
4. What parallels can be drawn between the one-sto
You just completed your first week as a sales rep at Acme Vacation Rentals, a firm specializing
in finding vacation rental homes for high-income clients. You enjoy the work very much but are
surprised at the lack of client-related information available to support the sales reps who are left
on their own in terms of col
Identify at least four key performance indicators that could be used by the general manager at a
large, full-service health club to define the current state of operations, including trainers;
workout equipment; indoor and outdoor swimming pools; spa; salon; juice bar; health food
restaurant; and basketball, handball, a
You are the CFO of a sporting goods manufacturer and distributor with annual sales exceeding
$500 million. Roughly 25 percent of your sales come from online purchases, but today, your
firm's Web site was not operational, costing the firm over $350,000 in lost sales. The IT group
informed you that the site was the targe
In a highly controversial move, your favorite social network has just agreed to allow Walmart
access to the postings, messages, and photos of its users. Walmart will also gain access to user
names and email addresses-in violation of the network's privacy policy. Walmart plans to mine
this data to learn more about what
Outline action steps necessary to implement trustworthy computing.
What basic business fundamentals must business managers grasp to effectively incorporate e-
commerce into their business?
You just received an email request from your friend who is the vice president of human
resources within your organization. She is taking an informal survey of a few close confidants on
the topic of adding ethical criteria and evaluations to the organization's employee appraisals
process. She has asked you to provide yo
You are the senior marketing manager for a manufacturing firm that is getting ready to launch its
first e-commerce B2C Web site. The goal for the new site is to attract new customers from new
markets and to boost sales by at least 5 percent by the end of the first year of operation. You
have been asked by the CEO to pr

Do research on the effectiveness of the Controlling the Assault of Non-Solicited Pornography
and Marketing (CAN-SPAM) Act. Would you recommend any changes to this act? If so, what
changes would you like to see implemented and why?
You are a new member of the marketing organization for a 10-year-old, rapidly growing retailer
with $2.7 billion in annual sales and 85 stores located in half a dozen southern states. You were
hired away from Macy's with a nice salary increase and were promised an opportunity to
influence the e-commerce plans of your n
Do some research to gain an understanding of why BYOD policies are necessary for
organizations that must abide by HIPAA regulations. Do you believe that employees of a large
healthcare provider should be able to bring their own device to work? Why or why not?
Identify and briefly describe the basic business processes included within the scope of product
life cycle management (PLM).
Do research online to identify several users of Amazon AWS BI products and services. What
sort of costs and start-up efforts are required to employ Amazon AWS services? How does this
compare with the costs of developing this infrastructure in-house? What organizations compete
with Amazon in the BI platform arena?
What are your feelings about workplace monitoring? What forms of monitoring should be
encouraged? What forms should be discouraged?
1. What goals was the federal government hoping to achieve by supporting EHR acquisition?
Which of those goals are likely to be accomplished? 2. What purpose do products such as
Watson and Optum One serve? How does this differ from the potential promise of a
collaborative research venture such as Optum Labs? 3. What
What is the difference between the IoT and the IoE?
Identify one community of practice you would be willing to help form and contribute to. How
might you go about finding others who are willing to join and participate? What would you hope
to gain from your participation in this community of practice?
How would you define ethical? How would you define legal? Provide an example of an action
that is legal but not ethical and one that is ethical but illegal.
Your firm is several months into the implementation of an ERP system. You are a member of the
purchasing organization and will be a heavy user of the new system. You and a dozen other
members of the purchasing organization just completed your initial three days of training on the
new system. You all had the same reacti
You are one of the top students in your university's computer science program of 100 students,
and you have agreed to meet with a recruiter from the Department of Homeland Security. Over
dinner, he talks to you about the increasing threat of cyberterroist attacks launched on the United
States by foreign countries and t
1. How did the Sony hack differ from most other hacks? 2. How did the U.S. government
respond to the attack? Was the response appropriate? 3. How did Sony respond to the attack?
Will Sony's response encourage or discourage future attacks? 4. In what ways does the Sony
hack reflect emerging cyberthreats that could be
Discuss the difference between discrete and process manufacturing.
1. Why did IBM drop Siebel and implement SugarCRM? 2. Why do you think IBM waited
several years before switching to SugarCRM? 3. How have the CRM needs of IT software
companies changed over time? How do you think they will change in the future? 4. How are the
CRM needs of other industries changing? 5. How do CRM ne
What suggestions would you have to offer as incentives to get employees to surrender their
knowledge and experience to help build a knowledge management system?
The opening vignette mentions that Amazon has acquired a patent for "anticipatory shipping"
that would enable it to ship products to customers even before they go online. What do you think
of this concept? What advantages does it offer Amazon? The customer?
How would you distinguish between a hacktivist and a cyberterrorist? Should the use of
hacktivists by a country against enemy organizations be considered an unethical act of war? Why
or why not? How about the use of cyberterrorists?
How would you define business intelligence
Imagine that you are a new employee in the engineering organization of a large camping
equipment and outdoor furniture manufacturing firm. The company is considering implementing
a PLM system to better manage the design and manufacture of its products. You have been
invited to a meeting to share your thoughts on how su
How would you distinguish shadowing and joint problem solving?

You are one of the top salespeople for a manufacturer of electronic window shades and blinds
that lower, open, and close based on the amount of sunlight measured by special sensors. To
date, your shades have been designed to operate completely independently of one another. As
you are speaking to a potential new custome
Your nonprofit organization wishes to increase the efficiency of its fundraising efforts. What sort
of data might be useful to achieve this goal? How might BI tools be used to analyze this data?
1. How is the KM system at NASA different from other KM systems that you have studied
within the chapter? How is it similar? 2. What steps can NASA take to make sure that the KM
system is better utilized by individuals and teams? 3. What can NASA do to ensure that
individuals and teams can find what they need within
What business functions are performed by e-procurement software?
What is meant by "reasonable expectation of privacy"? Provide an example of a situation in

which an individual has such an expectation.
Describe the new value proposition known as the long tail.
How and why do brick-and-mortar retailers need to modify their in-store operations and
procedures to meet new expectations of shoppers?
Research SCOR using a variety of online resources. Prepare a brief summary of the process
modeling, performance measures, and best practices that make up SCOR. Discuss how SCOR is
being used today in supply chain management system development.
Can you identify a subject area in which you possess tacit knowledge that would be valuable to
others? Would you readily share this knowledge with others? Why or why not? If you were so
inclined, how would you go about sharing this tacit knowledge with others?
A successful distributed denial-of-service attack requires the downloading of software that turns
unprotected computers into zombies under the control of the malicious hacker. Should the
owners of the zombie computers be fined or otherwise punished as a means of encouraging
people to better safeguard their computers? W
You are coming out of a briefing on your firm's new ERP implementation project, which will
replace a collection of some two dozen legacy information systems. One of your friends says: "I
don't get it. This seems like a lot of work that will lead to many changes in the way we do our
jobs. I'm not sure this is the right

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An article in a professional magazine carried this headline: â€œIs Letter Writing Dead?

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Visit www.youtube.com/watch?v_eob532iEpqk and watch the â€œThe Future Marketâ€ video.

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Define IMC and discuss how marketers implement it.

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Using information regarding industry advertising-to-sales ratios (see company.news-

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