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Marketing: Real People, Real Decisions 2nd Edition Michael R. Solomon, Greg Marshall, Elnora Stuart, Bradley Barnes, Vincent-Wayne Mitchell - Solutions
2 What marketing is and how it provides value to people involved in the marketing process
1 Who marketers are, where they work, and marketing’s role in the firm
5. If you were responsible for establishing a retail outlet overseas, which factors would you consider to be the most important?
4. What role does market research play when moving a business internationally?
3. What changes could Wal-Mart have made when entering the German retail market to ensure success and why?
2. What aspects of culture need to be considered when moving to international markets?
1. What decisions was Wal-Mart faced with after entering the German market?
1. What retailing strategies do you recommend for the new retailer for their first two years in business – what merchandise, what shop image and what location(s)? 2. What long-term retailing strategies do you recommend?
3. Assume that your plan recommends Dell become more aggressive in pursuing distribution through shops and other means beyond their traditional direct channel. What intermediaries do you recommend become part of their supply chain? Why?
2. Can Dell successfully coexist in retail store distribution and in distribution through their traditional direct means? Justify your answer.
1. If you were a marketing executive at Dell, what supply chain options would you suggest in designing a marketing plan beyond the company’s traditional distribution model?
4. What recommendations would you make to each retailer to improve its website?
3. How do the retailers’ websites communicate the image or personality of their shops? How are they alike? How are they different? If you had no information except that available on the web, would you know what types of products are sold; whether the products sold are expensive, prestige products
2. What differences are there for sites that have traditional bricks-and-mortar shops from those that do not? Does the site encourage consumers to visit the physical shop or just to remain an online shopper?
1. Describe each retailer’s website. What information is available on each site? How easy was each to navigate? What information did you find interesting and useful on each site? What did you find that you didn’t expect to find at a retailer site? What did you find lacking at each site?
2. What does UPS say to convince prospective customers that its services are better than those of the competition?
1. What logistics services does UPS offer its customers?
4. Develop a report of your findings. Compare the description of the shops with the results of the survey. Attempt to explain how the different elements of the shop atmosphere create each shop’s unique image.
3. Survey some of the students in your university. Develop a brief questionnaire asking about the perceptions of the two shops you are studying. You may want to ask about such things as the quality of merchandise, prices, competence and friendliness of the shop personnel, the attitude of management
2. Visit each of the shops and write down a detailed description of the atmosphere, i.e. colours, materials used, types of displays, lighting fixtures, product displays, shop personnel and so on.
1. First, select two retail outlets where students at your university are likely to shop. It will be good if you can select two outlets that you feel are quite different in terms of shop image but that sell the same types of products. You might consider two speciality women’s clothing shops, two
4. Make a presentation to your class on your findings. (B) This project is designed to help you understand how atmospherics play a role in consumers’ perceptions of a shop.
3. Determine if the differences between the two countries cause differences in price, availability or quality of the product.
2. Select another country in which the same or a similar product is sold. Describe the path the product takes to get from the producer to the customer in that country.
1. Describe the path the product takes to get from the producer to you. Draw a model to show each of the steps the product takes. Include as much as you can about transportation, warehousing, materials handling, order processing, stock control and so on.
9. Assume that you are the director of marketing for a national chain of convenience stores. Your firm has about 200 stores across Europe. The stores are fairly traditional both in design and in the merchandise they carry. Because you want to be proactive in your marketing planning, you are
8. In your job with a marketing consulting firm, you are often asked to make recommendations for shop location. Your current client is a local caterer that is planning to open a new retail outlet for selling take-away gourmet dinners. You are examining the possible types of locations: a shopping
7. All your life you’ve wanted to be an entrepreneur and to own your own business. Now you’re ready to graduate from university, you’ve decided to open a combination coffee shop and bookshop in a location near your university. You know that to attract both the college student market and other
6. As a university graduate, you and a friend think the career you really would enjoy means being your own boss – you want to start your own business. You feel the future of e-commerce is the place for you to make your fortune. You and your friend are considering two options: (1) a business that
5. Assume you are a business consultant for a chain of traditional department stores. In recent years, the stores have seen declining revenues as speciality shops and hypermarkets have begun to squeeze the department stores out. The chain has asked you for suggestions on how to increase its
4. Assume that you have recently been given a new marketing assignment by your firm. You are to head up development of a distribution plan for a new product line – a series of do-ityourself instruction DVDs for home gardeners. These DVDs would show consumers how to plant trees, shrubbery and
3. As a one-person marketing department for a confectionery manufacturer (your firm makes high-quality, hand-dipped chocolates using only natural ingredients), you are considering making changes in your distribution strategy. Your products have previously been sold through a network of food brokers
2. Assume that you are the director of marketing for a firm that manufactures cleaning chemicals. You have traditionally sold these products through manufacturer’s reps and are now considering adding a direct internet channel to your distribution strategy, but you aren’t sure whether this will
1. Assume that you have recently been hired by a firm that manufactures furniture. You feel that marketing should have an input into supplier selection for the firm’s products, but the purchasing department says that should not be a concern for marketing. You need to explain to them the
6. Department stores in the UK appear to be declining in popularity but remain consumers’ primary place to shop in other countries such as Japan. Why do you think this is so? Are there ways that department stores can turn this trend around?
5. The wheel of retailing theory suggests that the normal path for a retailer is to enter the marketplace with lower priced goods and then to increase quality, services and prices. Why do you think this happens? Is it the right path for all retailers? Why or why not?
4. As universities are looking for better ways to satisfy their customers, an area of increasing interest is the distribution of their service, i.e. education. Describe the characteristics of your business school’s channel(s) of distribution. What types of innovative distribution might make sense
3. Many entrepreneurs choose to start a franchise business rather than ‘go it alone’. Do you think franchises offer the typical business person good opportunities? What are some positive and negative aspects of purchasing a franchise?
2. You have probably heard someone say, ‘The reason products cost so much is because of all the intermediaries’. Do intermediaries increase the cost of products? Would consumers be better off or worse off without intermediaries?
1. The supply chain concept looks at both the inputs of a firm and the means of firms that move the product from the manufacturer to the consumer. Do you think marketers should be concerned with the total supply chain concept? Why or why not?
17. What is meant by atmospherics? How can the elements of atmospherics be used to increase a shop’s success? How are shop personnel a part of shop image? 18. What are some of the different types of locations? What are their advantages and disadvantages?
16. What is shop image? Why is it important?
15. How is shop positioning strategy like theatre?
14. What are some possible effects of B2C e-commerce on traditional retailing?
13. What is B2C e-commerce? What are some benefits of B2C e-commerce for consumers and for marketers? What are the limitations of B2C e-commerce?
12. How are shops classified? Describe the differences in merchandise assortments for supermarkets, speciality shops, discount stores, department stores and hypermarkets.
11. How do the wheel of retailing and retail life cycle theories explain the evolution of retailing? How do demographics, technology and globalisation affect the future of retailing?
10. Define retailing. What is the role of retailing in today’s world?
9. What is logistics? Explain the functions of logistics.
8. Explain the steps in distribution planning.
7. Explain intensive, exclusive and selective forms of distribution.
6. What are conventional, vertical and horizontal marketing systems?
5. What factors are important in determining whether a manufacturer should choose a direct or indirect channel? Why do some firms use hybrid marketing systems?
4. Explain the functions of distribution channels.
3. What is a channel of distribution? What are channel intermediaries?
2. What is a supply chain, and how is it different from a channel of distribution?
1. What is a value chain?
2 What are the supermarket giants doing in response to the ‘Aldi-effect’?
1 How is the economic climate affecting consumer spending?
2 How might you realistically resolve this issue satisfactorily?
1 Do you think this is ethical?
2. What approach to personal selling would you recommend to be built into the plan? Why do you recommend this approach?
1. Should personal selling be a high priority in the future? Why or why not?
4. Assume that you have been hired as a sales manager for a small firm with 20 outside salespeople. Would CRM be useful in such a setting? Why or why not?
3. How do you suppose CRM can help link the marketing and sales functions in a firm? Hint: Consider the information needed by both groups, and how that information is collected, analysed and distributed for use.
2. Pick any two experts featured on the sites and briefly summarise their key messages.
1. What do you gather are some of the most important issues surrounding successful use of CRM?
3. Report on your plan to your class and ask the other students for feedback on whether or not your approach will convince the buyer to purchase.
2. Develop a plan for executing each of the steps in the creative selling process. Ensure that you cover all the bases of how you would go about selling your product to an organisational buyer at the supermarket for distribution to all their shops.
1. With several of your classmates, create a new product in a category that most students buy regularly (for example, toothpaste, shampoo, pens, pencils, soft drinks . . . anything that interests you that might be sold through a supermarket). Make up a new brand name and some creative features and
2. This chapter introduced you to several key success factors sales managers look for when hiring relationship salespeople. Are there other key success factors you can identify for relationship salespeople? Explain why each is important.
1. Assume that you have just been hired as a field salesperson by a firm that markets university textbooks. As part of your training, your sales manager has asked you to develop an outline of what you will say in a typical sales presentation. Write that outline.
5. What would be the best approach for a sales manager to take in determining the appropriate rewards programme to implement for his or her salespeople? What issues are important when determining the rewards to make available?
4. Would training and development needs of salespeople vary depending on how long they have been in the business? Why or why not? Would it be possible (and feasible) to have different training programmes for salespeople who are at different career stages?
3. What do you think about the quality of most retail salespeople you come into contact with? What are some ways retailers can improve the quality of their sales associates?
2. In general, professional selling has evolved from hard-sell to relationship selling. Is the hard-sell style still used? If so, in what types of organisations? What do you think the future holds for these organisations? Will the hard-sell continue to succeed? Are there instances where
1. Companies sometimes teach consumers a ‘bad lesson’ with the overuse of sales promotion. As a result, consumers expect the product always to be ‘on offer’ or have a rebate available. What are some examples of products where this has occurred? How do you think companies can prevent this?
7. Why is follow-up after the sale so important in relationship selling? 8. Describe the role of sales managers. What key functions do they perform?
6. What is the objective of the sales presentation? How might you overcome buyer objections?
5. What are some different ways you might approach a customer? Would some work better in one situation or another?
4. What is prospecting? What does it mean to qualify the prospect? What is the pre-approach? Why are these steps in the creative selling process that occur before you ever even contact the buyer so important to the sale?
3. What is relationship selling? How is it different from transactional selling?
2. What role does personal selling play within the marketing function?
1. What is sales promotion? Explain some of the different types of trade and consumer sales promotions frequently used by marketers.
4. Explain the role of the sales manager.
3. List the steps in the personal selling process.
2. Explain the important role of personal selling in marketing.
1. Explain what sales promotion is and describe some of the different types of trade and consumer sales promotion activities.
2 Could the business be salvaged, if so, what course of action would you recommend?
1 What options are available for Carphone Warehouse in the future?
2 What are the implications for Dove in international markets where ideal beauty and beautiful looks are considered to play a more significant role among women?
1 In your eyes, has the promotion been successful?
2 Over the years, Guinness has been recognised for its innovative and entertaining advertising. How can the company best integrate such promotional strategies with its advertising in order to improve market performance?
1 Is the Guinness pour your own drink promotional strategy sustainable – or is it simply a gimmick?
6. As a client, based on your exploration of the websites, which agency would you choose for your business, and why?
5. Of the agencies you visited, which would you most like to work for, and why?
4. If available, tell a little about the history of the agency.
3. How does the site demonstrate the creative ability of the agency? Does the site do a good job of communicating the mission of the agency? Explain.
2. Who are some of the major clients of the agency?
1. What is the mission of each agency? How does each agency attempt to position itself compared to other agencies?
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