Marketing Management 1st edition Dawn Iacobucci - Solutions

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Explain how adjusting the customer service level could improve a marketing mix. Illustrate.
Explain the total cost approach and why it may cause conflicts in some firms. Give examples of how conflicts might occur between different departments.
Discuss the relative advantages and disadvantages of railroads, trucks, and airlines as transporting methods.
Discuss why economies of scale in transportation might encourage a producer to include a regional merchant wholesaler in the channel of distribution for its consumer product.
Discuss some of the ways that air transportation can change other aspects of a Place system.
Explain which transportation mode would probably be most suitable for shipping the following goods to a large Los Angeles department store: a. 300 pounds of Maine lobster. b. 15 pounds of screwdrivers from Ohio. c. Three dining room tables from High Point, North Carolina. d. 500 high-fashion
When would a producer or intermediary find it desirable to use a public warehouse rather than a private warehouse? Illustrate, using a specific product or situation.
Discuss the distribution center concept. Is this likely to eliminate the storing function of conventional wholesalers? Is it applicable to all products? If not, cite several examples.
Clearly differentiate between a warehouse and a distribution center. Explain how a specific product would be handled differently by each.
If a retailer operates only from a website and ships all orders by UPS, is it freed from the logistics issues that face traditional retailers? Explain your thinking.
Briefly explain which aspects of customer service you think would be most important for a producer that sells fabric to a firm that manufactures furniture.
Briefly describe a purchase you made where the customer service level had an effect on the product you selected or where you purchased it.
Discuss the types of trade-offs involved in PD costs, service levels, and sales.
Give an example of why it is important for different firms in the supply chain to coordinate logistics activities.
Discuss some of the ways computers are being used to improve PD decisions.
Explain why a just-in-time delivery system would require a supplier to pay attention to quality control. Give an example to illustrate your points.
Discuss the problems a supplier might encounter in using a just-in-time delivery system with a customer in a foreign country.
Review the list of factors that affect PD service levels in Exhibit 11-3. Indicate which ones are most likely to be improved by EDI links between a supplier and its customers.Exhibit 11-3
Proto Company has been producing various items made of plastic. It recently added a line of plain plastic cards that other firms (such as banks and retail stores) will imprint to produce credit cards. Proto offers its customers the plastic cards in different colors, but they all sell for $40 per
What strategy decisions are needed in the personal selling area? Why should the marketing manager make these strategy decisions?
Explain how a compensation plan could be developed to provide incentives for experienced salespeople and yet make some provision for trainees who have not yet learned the job.
Cite an actual local example of each of the three kinds of sales presentations discussed in the chapter. Explain for each situation whether a different type of presentation would have been better.
Are the benefits and limitations of a canned presentation any different if it is supported with a PowerPoint presentation or DVD than if it is just a person talking? Why or why not?
Describe a consultative selling sales presentation that you experienced recently. How could it have been improved by fuller use of the AIDA framework?
How would our economy operate if personal salespeople were outlawed? Could the economy work? If so, how? If not, what is the minimum personal selling effort necessary? Could this minimum personal selling effort be controlled by law?
What kind of salesperson (or what blend of the basic sales tasks) is required to sell the following products? If there are several selling jobs in the channel for each product, indicate the kinds of salespeople required. Specify any assumptions necessary to give definite answers. a. Laundry
Distinguish among the jobs of producers’, wholesalers’, and retailers’ order-getting salespeople. If one order getter is needed, must all the salespeople in a channel be order getters? Illustrate.
Discuss the role of the manufacturers’ agent in a marketing manager’s promotion plans. What kind of salesperson is a manufacturers’ agent? What type of compensation plan is used for a manufacturers’ agent?
Discuss the future of the specialty shop if producers place greater emphasis on mass selling because of the inadequacy of retail order-taking.
Think about a situation when you or a friend or family member encountered a problem with a purchase and tried to get help from a firm’s customer service representative. Briefly describe the problem, how the firm handled it, and what you think about the firm’s response. How could it have been
Would it make sense for your school to have a person or group whose main job is to handle “customer service” problems? Explain your thinking.
A firm that produces mixes for cakes, cookies, and other baked items has an incoming toll-free line for customer service calls. The manager of the customer service reps has decided to base about a third of their pay on the number of calls they handle per month and on the average amount of time on
Franco Welles, sales manager for Nanek, Inc., is trying to decide whether to pay a sales rep for a new territory with straight commission or a combination plan. He wants to evaluate possible plans—to compare the compensation costs and profitability of each. Welles knows that sales reps in similar
Identify the strategy decisions a marketing manager must make in the advertising area.
Find a magazine ad that you think does a particularly good job of communicating to the target audience. Would the ad communicate well to an audience in another country? Explain your thinking.
Discuss the future of smaller advertising agencies now that many of the largest are merging to form mega-agencies.
Does advertising cost too much? How can this be measured?
Is it unfair to criticize a competitor’s product in an ad? Explain your thinking.
Name two companies that you think would have success building a Facebook page. Why do you think they should choose to build a page? What type of content should each company place on its page?
What kinds of publicity would work best at a company that markets tractors, combines, and other farm equipment to farmers? Why would the publicity you suggest be effective?
How would your local newspaper be affected if local supermarkets switched their weekly advertising and instead used a service that delivered weekly freestanding ads directly to each home?
Explain why P&G and other consumer packaged goods firms are trying to cut back on some types of sales promotion like coupons for consumers and short-term trade promotions such as “buy a case and get a case free.”
Discuss some ways that a firm can link its sales promotion activities to its advertising and personal selling efforts—so that all of its promotion efforts result in an integrated effort.
Indicate the type of sales promotion that a producer might use in each of the following situations and briefly explain your reasons: a. A firm has developed an improved razor blade and obtained distribution, but customers are not motivated to buy it. b. A competitor is about to do a test market for
Discuss the relation of advertising objectives to marketing strategy planning and the kinds of advertising actually needed. Illustrate.
Why wouldn’t a producer of toothpaste just lower the price of its product rather than offer consumers a priceoff coupon?
If sales promotion spending continues to grow—often at the expense of media advertising—how do you think this might affect the rates charged by mass media for advertising time or space? How do you think it might affect advertising agencies?
List several media that might be effective for reaching consumers in a developing nation with low per capita income and a high level of illiteracy. Briefly discuss the limitations and advantages of each medium you suggest.
Give three examples where advertising to intermediaries might be necessary. What are the objective(s) of such advertising?
What does it mean to say that “money is invested in advertising”? Is all advertising an investment? Illustrate.
Describe the type of media that might be most suitable for promoting: (a) Tomato soup, (b) Greeting cards, (c) A business component material, (d) Playground equipment.Specify any assumptions necessary to obtain a definite answer.
Briefly discuss some of the pros and cons an advertising manager for a producer of sports equipment might want to think about in deciding whether to advertise on the Internet.
Discuss the use of testimonials in advertising. Which of the four AIDA steps might testimonials accomplish? Are they suitable for all types of products? If not, for which types are they most suitable?
As a community service, disc jockeys from radio station WMKT formed a basketball team to help raise money for local nonprofit organizations. The host organization finds or fields a competing team and charges $5 admission to the game. Money from ticket sales goes to the nonprofit organization.Ticket
Identify the strategy decisions a marketing manager must make in the Price area. Illustrate your answer for a local retailer.
What type of geographic pricing policy is most appropriate for the following products (specify any assumptions necessary to obtain a definite answer): (a) A chemical byproduct,(b) Nationally advertised candy bars, (c) Rebuilt auto parts, (d) Tricycles?
How would a ban on freight absorption (that is, requiring F.O.B. factory pricing) affect a producer with substantial economies of scale in production?
Give an example of a marketing mix that has a high price level but that you see as a good value. Briefly explain what makes it a good value.
Think about a business from which you regularly make purchases even though there are competing firms with value and keeps you coming back.
Cite two examples of continuously selling above the market price. Describe the situations.
Would consumers be better off if all nations dropped their antidumping laws? Explain your thinking.
How would our marketing system change if manufacturers were required to set fixed prices on all products sold at retail and all retailers were required to use these prices? Would a manufacturer’s marketing mix be easier to develop? What kind of an operation would retailing be in this situation?
Is price discrimination involved if a large oil company sells gasoline to taxicab associations for resale to individual taxicab operators for 2½ cents a gallon less than the price charged to retail service stations? What happens if the cab associations resell gasoline not only to taxicab operators
How should the acceptance of a profit-oriented, a sales oriented, or a status quo–oriented pricing objective affect the development of a company’s marketing strategy? Illustrate for each.
Distinguish between one-price and flexible-price policies. Which is most appropriate for a hardware store? Why?
What pricing objective(s) is a skimming pricing policy most likely implementing? Is the same true for a penetration pricing policy? Which policy is probably most appropriate for each of the following products: (a) A new type of home lawn-sprinkling system, (b) A skin patch drug to help smokers
How would differences in exchange rates between different countries affect a firm’s decisions concerning the use of flexible-price policies in different foreign markets?
Are seasonal discounts appropriate in agricultural businesses (which are certainly seasonal)?
What are the effective annual interest rates for the following cash discount terms: (a) 1/10, net 20; (b) 1/5, net 10; (c) Net 25?
Why would a manufacturer offer a rebate instead of lowering the suggested list price?
How can a marketing manager change a firm’s F.O.B. terms to make an otherwise competitive marketing mix more attractive?
Joe Tulkin owns Tulkin Wholesale Co. He sells paper, tape, file folders, and other office supplies to about 120 retailers in nearby cities. His average retailer-customer spends about $900 a month. When Tulkin started business in 1991, competing wholesalers were giving retailers invoice terms of
Why do many department stores seek a markup of about 30 percent when some discount houses operate on a 20 percent markup?
How does a prestige pricing policy fit into a marketing mix? Would exclusive distribution be necessary?
Is a full-line pricing policy available only to producers? Cite local examples of full-line pricing. Why is full-line pricing important?
A producer distributed its riding lawn mowers through wholesalers and retailers. The retail selling price was $800, and the manufacturing cost to the company was $312. The retail markup was 35 percent and the wholesale markup 20 percent.(a) What was the cost to the wholesaler? To the retailer?(b)
Relate the concept of stock turnover to the growth of mass merchandising. Use a simple example in your answer.
If total fixed costs are $200,000 and total variable costs are $100,000 at the output of 20,000 units, what are the probable total fixed costs and total variable costs at an output of 10,000 units? What are the average fixed costs, average variable costs, and average costs at these two output
Construct an example showing that mechanical use of a very large or a very small markup might still lead to unprofitable operation while some intermediate price would be profitable. Draw a graph and show the break-even point(s).
The Davis Company’s fixed costs for the year are estimated at $200,000. Its product sells for $250. The variable cost per unit is $200. Sales for the coming year are expected to reach $1,250,000. What is the break-even point? Expected profit? If sales are forecast at only $875,000, should the
Discuss the idea of drawing separate demand curves for different market segments. It seems logical because each target market should have its own marketing mix. But won’t this lead to many demand curves and possible prices? And what will this mean with respect to discounts and varying prices in
Distinguish between leader pricing and bait pricing. What do they have in common? How can their use affect a marketing mix?
This problem lets you see the dynamics of break-even analysis. The starting values (costs, revenues, etc.) for this problem are from the break-even analysis example in this chapter (see Exhibit 17-8).Exhibit 17-8The first column computes a break-even point. You can change costs and prices to figure
Explain why marketing must be evaluated at two levels. What criteria should be used to evaluate each level of marketing? Defend your answer. Explain why your criteria are better than alternative criteria.
Should marketing managers or business managers in general, refrain from producing profitable products that some target customers want but that may not be in their long-run best interest? Should firms be expected to produce “good” but less profitable products? What if such products break even?
Should a marketing manager or a business refuse to produce an “energy-gobbling” appliance that some consumers are demanding? Should a firm install an expensive safety device that will increase costs but that customers don’t want? Are the same principles involved in both these questions?
Discuss how one or more of the trends or changes shown in Exhibit 18-5 are affecting marketing strategy planning for a specific firm that serves the market where you live.
Discuss how slower economic growth or no economic growth would affect your college community—in particular, its marketing institutions.
Discuss the merits of various economic system objectives. Is the objective of the American economic system sensible? Could it achieve more consumer satisfaction if sociologists or public officials determined how to satisfy the needs of lower-income or less-educated consumers? If so, what education
Should the objective of our economy be maximum efficiency? If your answer is yes, efficiency in what? If not, what should the objective be?
Discuss the conflict of interests among production, finance, accounting, and marketing executives. How does this conflict affect the operation of an individual firm? The economic system? Why does this conflict exist?
Why does adoption of the marketing concept encourage a firm to operate more efficiently? Be specific about the impact of the marketing concept on the various departments of a firm.
In the short run, competition sometimes leads to inefficiency in the operation of our economic system. Many people argue for monopoly in order to eliminate this inefficiency. Discuss this solution.
How would officially granted monopolies affect the operation of our economic system? Consider the effect on allocation of resources, the level of income and employment, and the distribution of income. Is the effect any different if a firm obtains a monopoly by winning out in a competitive market?
Before reading this chapter or beginning class, what did you expect marketing to be? Ask a family member, classmate or co-worker what they think marketing is. See if you can persuade them that marketing enhances a mutually beneficial exchange between a customer and a company.
What are examples of brands and companies you like? Why do you think you like them? What is a brand you can’t stand? Why not?
Think about a recent time when you bought something or tried to do so and you were treated poorly as a customer. What was the essential problem? If you ran the company, what would you do to ensure happier and more loyal customers?
List three brands you’re loyal to. List three things you tend to buy on sale. How are the product categories represented on these two lists different for you?
What social problem do you think is the world’s biggest? Wars? Global warming? Resource imbalances? How could you start to solve a big social problem through marketing?
1. Describe the marketing exchange relationship that exists between Southwest Airlines and its customers.2. Describe the 5Cs of the marketing framework as they pertain to Southwest Airlines.3. How does Southwest Airlines’ approach to providing a total product experience capture the marketing

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