Marketing Homework: Analysis of Case Studies from Kotler's Principles

This document provides solutions to a marketing assignment based on Kotler's Principles of Marketing. The solutions address several case studies, including the analysis of a marketing information system, the objectives and philosophy behind Campbell's marketing research efforts, and the psychological factors influencing the blue/pink toy aisle phenomenon. The assignment also covers the specific factors contributing to the blue/pink aisle, the challenges faced by GoldieBlox, and the role and application of the NAICS code in classifying businesses. The solutions explain how marketers can utilize NAICS codes to understand business markets, consumer satisfaction, and emerging industry trends. Overall, the document offers a comprehensive analysis of marketing concepts and their practical application in various business scenarios, providing valuable insights for students studying marketing principles.

Answer 4-18:
The strength of the new marketing information system was that the company was able to identify
exactly the main factors with its packaging system that was leading to a lesser number of sales. With
the biometric analysis of the human emotions, the fixing of the packaging of the cans assisted the
organization in increasing its sales by 2%. The weakness of the entire system that the growing
variety of products proposed by the company cannot all be mapped appropriately in accordance with
the fast-paced changing nature of the new generation of consumers. It is extremely difficult to keep a
tab on the altering preferences of consumer tastes and preferences. The company needs to engage in
other spheres of qualitative research to have a long-lasting understanding of the products and
services that are workable in the market.
Answer 4-19:
The main objectives for the marketing research efforts of Campbell as described in this case include
understanding of the consumer trends and the main requirements of consumers from different walks
of life and different choices when it comes to food and food products. Another objective was to
discover the ingredients that are most preferred by consumers and how the addition of these can
make the overall experience of the consumer better than before. The philosophy of the use of these
marketing research efforts was mainly to grab a better understanding of the consumer preferences. It
also helped the organization in concluding on products other than soups that would best suit the
requirements and demand in the industry. Lastly, with this program the company wanted to ensure
that it maintains its reputation and brand image of a trustworthy organization in the food and
beverage industry for generations together.
Answer 5-18

The category that best explains the existence of a blue toy aisle and a pink toy aisle is the
psychological one. From the early age, Sterling anticipated that the thought process of the girls
should be made in such a manner that they should be able to develop interest in mechanics and
construction like fields. Earlier, the blue aisles consisted of mechanical and blocks kind of toys while
the pink aisles had soft toys, dolls etc. There is little encouragement given to girls to venture into
STEM subjects like Science, technology, math and engineering. It was also discovered that girls
were more prone to the verbal skills development and responded better when they interacted with
stories. Hence, it was identified that the psychological category was the one that affected the creation
and existence of blue and pink aisles which could be easily broken with the introduction of new type
of toys that altered the thought process of girls from the early age.
Answer 5-19
The specific factor that accounts most towards the blue/pink aisle phenomenon is the attitude of the
parents and the toy manufacturers both. The parents must alter their attitude and break the colored
aisle distinctions to give their girls an opportunity to explore their capabilities in other fields that are
biased towards boys primarily. The challenges that the GoldieBlox team faced were little interest by
parents or children at first. Sterling then notably used new ideologies of marketing like YouTube
videos of construction of vehicles to travel from one place to another. It also incorporated factors like
the princess adventures to break the norms of the psychological reservation that boys are more
adventurous than girls. Another challenge that the company faced was criticism by feminists stating
that the integration of the princesses and remarks like – we all know that girls like princesses should
be rejected in order to create a more unbiased society for girls and boys to live in. These challenges
were closely encountered by Sterling when she argued that the construction of the story line is done
to engage girls more and reduce the reservation of colors to one particular gender today.

Answer for 6-13
The six digits of NAICS code represents the classification of businesses in accordance with the
production processes that they adopt. It is also used for the purpose of understanding the changes that
are proposed by these production companies in the global economy and the service and technology-
based industries. Hence, it is crucial to understand the business markets. The industry that is
represented by the NAICS code 721110 is the hotel industry that includes motels, resorts and other
motor hotels. A large number of companies fall into this category. There are innumerable number of
companies registered in the regions that have adopted this code in NAFTA. The AACSB:
Communication code is an accreditation standards international organization that is basically an
NGO. It is devoted towards the promotion of innovation and sharing information about the overall
impact of business education on the general public.
Answer for 6-14
The NAICS code was formulated and adopted by North America, Canada and Mexico. Marketers
can use NAICS codes to better understand and deliver customer satisfaction and value addition since
the code assists in giving information about the business markets. The code is also seen to share
insight into the existing and futuristic trends that are expected to influence the industry as a whole
from the short-term and long-term perspective both. The NAICS codes are adopted to collect
information about businesses and consumer satisfaction criterion across countries. The classification
system enables the government to formulate statistics and share insights into the consumer
behavioral patterns and the likelihood of alterations in their behavior patterns as well. Apart from
this, marketers can use these codes to comprehend the factors that ideally add value to the customer
satisfaction levels and how these can be further cultivated to bring about change in the overall

experience of the customers. For example, the marketers in the hotel industry can understand if the
variety in cuisines or the quality of food makes a larger impact on the choice of hotels for consumers
and based on these aspects, improved marketing strategies can be developed over time to achieve the
maximum results from the campaigns developed by marketers.

Reference
Kotler, P. T. (n.d.). Principles of Marketing. Pearson Publications. 17th Ed.