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Chapter 09 - Strategies for Growth Markets
End of Chapter Discussion Questions and Answers
1. Apple Computer’s iPod holds a commanding share of the rapidly growing global
market for digital music players. To maintain its lead as the market continues to grow,
what strategic marketing objectives should Apple focus on and why?
Answer:
Student answers may vary. Answers could include the three main objectives for share leaders
indicated in the text:
First, the firm must retain its current customers, ensuring that those customers
remain brand loyal when making repeat or replacement purchases.
9-1
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chapter 09 - Strategies for Growth Markets
2. Given your answer to question 1, which specific marketing actions would you
recommend for accomplishing Apple’s objectives? Be specific with regard to each of
the 4 Ps in the firm’s marketing program.
Answer:
Student answers may vary. Answers should include elements such as:
Apple should innovate and improve the iPod to attract later market entrants and keep
innovators and early adopters interested. Significant innovations will achieve each of the
three objectives as well as provide a measure of obstacles for competitors.
Product: More features, easier to use
3. How would you characterize the strategies of the major Korean automakers (e.g.,
Hyundai, Kia) as they attempt to capture a larger share of developed markets such as
Europe and the United States? What marketing variables do you think are critical to
the ultimate success of their strategies?
Answer:
Student answers may vary. Answers should include elements such as:
Korean automakers seem to employ a combination of direct frontal attacks and flanking
Product variables such as quality are critical if the Korean manufacturers wish to increase
9-2
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chapter 09 - Strategies for Growth Markets
4. If you were the top marketing executive at General Motors or Ford, what strategy
would you recommend to defend your firm’s market share against this competitive
threat from South Korea?
Answer:
Student answers may vary. Answers should include elements such as:
9-3
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
