University of the East

College of Business Administration

Case Study
Marketing Management

Submitted by:
Lumabao, Rianne Karisa V.

Submitted to:
Prof. Cynthia Abella

October 2016

Chapter 9
Inexpensive Leather Portfolio

1. How many portfolios would they have to sell at $45 to at least meet last
years profits?

I think they should sell exactly or more than 180 units per month of portfolios to
meet the last years profit and if they sell the portfolios at that price they could
produce more units and earn higher income than being predicted.

2. Should Impress4Less drop price further? Could they raise prices above
$50?

I think it should be depends on how in-demand the portfolio was. If it was not the
price should be stable and more or less they should give their customers freebies and
discount to sell their portfolios and met their expected quota.

3. What assumption are you making?

One of the assumption is to make discounts if they buy this for a package or
wholesale, Second, if they will give freebies such as additional page for the same
price. Another important thing was to give a trial for everyone especially in
school community. And last is to make an interview/survey if their customers are
favorable to their suggested selling price.

Chapter 11
Celeb Relief

1. Jack wants to reach out to a star of Clooneys or Penns or Bonos status. It

would be cool.
Jack want these celebrities to promote the campaign about animal shelter to help
those stray animals to have their home. He chooses Clooney, Penn and Bono for the
reason that they are famous and help other charitable institution. He thought it was
cool if he will hire these celebrities but its not because in some cases they will ask for
payment and for fame.

2. Another option might be the shelters manager-in-chief.

If Jack will choose the shelters manager-in-chief, It was a big advantage for the
campaign because he/she the one who knows the environment of the place and
habitual of the stray animals that staying on their shelter. But he need to pay off the
manager-in-chief for continuous service on animals.

3. A third option is the towns mayor.

If he will choose the towns mayor as promoter of the campaign. He would
encourage every citizen of the town to be a responsible animal caretaker and
increased awareness of safety and protection of animals who live on shelters. Also,
Jack will earn a big amount of money because people will contribute on their
campaign and as a towns mayor its an optional to give a big amount of donation.

4. A fourth option is one of the states representatives.

The fourth option, As he choose one of the states representatives. It would be
easy for him to campaign the awareness of a clean and safe animal shelter because
they have the power to pass a bill for safety and protection of the stray animals and
its more easier for them to promote this kind of campaign for the reason that they are
lawmaker and well-known people. If the states representative will agree with him, his
campaign such as putting billboards and other promotional tools will be implemented
rapidly and because he aiming for advocacies about animal welfare maybe he can
produce it for free and he can earn profit on it.

5. A fifth option is guy named Alex Green, who graduated from a local high
school and went on to be a really successful, and who has given money to
local charities since making it big.

If Alex Green would be the one who will promote the campaign awareness about
the animals shelter. He could be a good advertiser because as part of a successful
charitable institutions it would be easy for him to help and lend donations. Another
one, as a well-known person in terms of charities he can help Jack for acquiring
donations from different sectors. Jack made a good decision if he will get Mr. Alex
Green because as part of NGO he knows a lot of businessmen who can donate and
help them and support their campaign and its good for Jacks business for the reason
that he earn income from it and also he help to raise the awareness of animal welfare.

Chapter 13
Googles Page Rank

1. How would you describe this algorithm in network terms? Would you use
the same network principles if you were to design a competing algorithm?

Googles Page Rank is an index estimated page by page. Its about depending on
the site traffic online. Googles Page Rank algorithm is obviously iterative because its
estimating the ranks for example of the web page A and B. Of course I will consult
and hire the best programmer for making a good flowchart for web page as unique
and different design and domain that would met the expectation of the company and I
would make the page informative and manageable.

2. Critics say this method doesnt account for the fact that many websites are
not managed well---they might not be updated, links might work, etc.
How would you improve upon this algorithm to address these concerns?

I will seek an advice from an IT company to resolve my problem and to talk

about my concern on how they will improve my domain. Nowadays, netizens are
much aware about what happening to the internet world. To continuously serve them a
reliable sources and avoid link traffics the site should add more space of their memory
to input more links in their search engines and another idea that comes to my mind
was ask other business for additional fee to unceasingly serve the people.

Chapter 14
Happy Global Customers: Cultural Differences on Surveys
1. How would you interpret the data? Where is the hotel chain doing a good
job?
In my personal perspective, the data gathered by the chief marketing officer was
based from customer satisfaction ratings made by customer worldwide. There are
three countries involved in the customer satisfaction data these are Brazil, Japan and
England. These three countries does have different cultural preferences and lifestyle.
From the results in the survey, Brazilian customers gave a good rating for the
accommodation and performance but they disagree on the price that the hotel offer.
Japanese customers found were satisfied on overall hotels performance and good
price they offer because they were happy for being served. England customers did not
give a high rating hotel accommodation and performance because based on their
culture they searching for a high standard performance than people from Asian
countries.
2. How could you tease out the effects of customer satisfaction vs. cultural
biases?

The customers shows how they were delighted and satisfied in many ways. You
may convinced the customers all the time but you can never satisfy them with your
performance. for example England customers were not satisfied at the hotel
performance because of cultural differences. The company made an research about
cultural preferences and diversification. This research doesnt based on the attitudes
of the customers on how they were fully satisfied about the work.

Chapter 15

How to Issue an Attractive Credit Card Reduxe

1. What features matter to customers, and which do not?
The national retail bank offered different attribution would appeal to its
customers. Mostly features are attractive to the clients such as APR, interest rate and
brand. But some of the customers were seeking for a free annual fee and no interest
policy.
2. What would the optimal card look like? If you were to cluster the
customers first, and then run a separate conjoint on each cluster, do you
think the results would vary? Could the bank issue different credit cards
to satisfy multiple segments?
The bank can issue different credit cards to satisfy multiple segments. Thus, they
should know their customers who will they offer their new features. The card should
be beneficial and profitable to both company and customers.

3. Are you worried at all about the sample? Are customers who visit the
main office representative of those who visit branches, or ATMs, or do all
their banking online?
There's nothing to worry about the customer who impromptu visited the bank
branches, ATM's or online banking. As a bank/office representative, the customer
should be accommodated and ask what he/she needed.
4. What features do you wish the bank had included that might appeal to
customers more?

If I would make a proposal for making a unique features of the credit card. I will
include the emergency travel insurance because most of the customers loved to travel,
and virtual card because its convenience and trendy.