Http//www.cengage.com/marketing/book_content/lamb Essays - Economy

http://www.cengage.com/marketing/book_content/lamb_9781285091860/videos/ch14.html VIDEO ASSIGNMENT: New Balance Hubway New Balance Hubway is a bike sharing system in the Boston area that uses automated stations to provide a bike service to people looking to go short distances. In this clip, employees discuss how the retailing model works for Hubway, and how the difference between brick and mortar and e-business models allowed them to succeed in the Boston area.. Based on the number of bike stations, what level of distribution is Hubway aiming for? Exclusive distribution Selective distribution Intensive distribution Broker distribution 2. Which type of nonstore retailer is New Balance Hubway? Automatic Vending Direct retailing Shop at home network telemarketing 3. Which of the following is true about New Balance Hubway? it has a high level of service with a wide product line. it has a low level of service with a wide product line. it has a low level of service with a narrow product line. it has a high level of service with a wide product line. 4. Which channel for consumer products does New Balance Hubway use? Direct channel Retailer Channel Wholesaler Channel Agent/Broker Channel 5. Which factors have the most influence on the method and level of distribution intensity New Balance Hubway uses to distribute its rental service? market factors Product factors Producer factors. Price factors. 6. Which of the following is the best classification of New Balance Hubway's retail operation? Department Store Off-Price retailer Convenience store Specialty store 7. When New Balance Hubway discusses managing how many bikes are in various stations, it is focusing on which aspect of service distribution? minimizing wait times managing service capacity improving service delivery Data mining the stations. 8. Developing the app Spotcycle, which allows customers to see where the best station to drop off their bike is by rating how full, empty, or nearby stations are is one way that New Balance Hubway minimizes wait times. True False 9. New Balance Hubway is a major player in non-traditional service retailing, and demonstrating how new technology can offer new ways of providing great service. True False 10. New Balance Hubway started in Dallas a. True b. False

Godiva Europe Case Study

Godiva Europe Case Study BibliographyKernin, Roger A. and Peterson, Robert A. Strategic Marketing Problems: Cases and Comments. 11th Edition.GodivaGodiva is a chocolate company famous for its elegant hand-crafted chocolates. It originated in Brussels, Belgium. In July 1991, the President of Godiva Europe, Charles van der Veken completely restructured the company. He fired the marketing staff and changed the retail distribution network by removing Godivas representation from numerous stores. These changes were done to the Godiva-Belgium network making these franchises comparable to those in the United States and Japan.Godiva was purchased in 1974 by the multinational Campbell Soup Company. Godiva International is made up of three decision centers: Godiva Europe, Godiva USA and Godiva Japan.The current concern of Godiva International is to convey a similar image of Godiva chocolates across the world: the image of a luxury chocolate that is typically Belgian. Belgium is the birthplace of chocolates and where th e consumption is strongest.Franà §ais : Truffes Godiva en vitrine de leur maga...In Spain and Portugal, chocolates are a new concept. Godiva was first to introduce its chocolates a few years ago and consumers were very receptive. Godiva has opportunities to expand in these markets. With the right marketing techniques Godiva has the ability to grow.Godiva also had opportunities to grow in Japan. One problem is that 75 percent of chocolate purchases take place around Valentines Day. Godiva must find ways to attract the Japanese market to chocolates on other holidays and occasions, not just Valentines Day.Godiva hand-makes 30 percent of their chocolates and the other 70 percent is machine made. Of the 70 percent machine-made, 60 percent are decorated by hand. Since Godiva hand-makes some of its chocolates, it has an advantage over other chocolate companies. This is also a reason Godiva is more expensive than other chocolate companies. Consumers are drawn to these chocolates...