Business Marketing Management: B2B 10th Edition Hutt M.D., Speh T.W. - Solutions

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A large foundation has $200 million dollars in new funds and has invited your nonprofit to present your case for receiving part of this funding. The instructor and the rest of the class will represent the foundation. In teams, pick a nonprofit to represent, research the nonprofit and its offerings,
Enter users.cnu.edu/~jnpsm/, review the Table of Contents of the Journal of Nonprofit & Public Sector Marketing for the past five issues, and report on the types of marketing research being published.
Enter www.google.com and search for {“marketing research” nonprofits}. Use this and other searches you devise to uncover (a) marketing research companies that specialize in services for nonprofits and (b) other important marketing research for nonprofit issues you feel are important.
Enter www.stat-usa.gov and search for economic trends that may reduce the number and size of individual and corporate donations.
Enter www.census.gov and search for available information and trends involving poverty and the aging of the population.
Enter thomas.loc.gov and search for pending legislation that involves lupus. Report how these measures could impact nonprofits that provide services to lupus patients and nonprofits that raise funds for lupus research.
Explain the five steps in the research process. Why is the first step especially important?
Explain the four types of surveys. What are the advantages and disadvantages of each?
Why should a nonprofit try to find secondary information prior to collecting primary data?
What is an MIS, and how does marketing research fit into it?
What are examples of each of the four publics of nonprofits?
Describe the four types of orientations through which nonprofits seem to evolve and explain why having a cause or a funding orientation may hurt a nonprofit organization.
Know the steps in the research process.
Explain the four types of surveys.
Define marketing information system.
List the various publics of nonprofits.
Explain the four orientations through which nonprofits seem to evolve.
Need to earn the respect of top management at the hospital, my own board members, and the leaders in the community.
Need to create a new set of offering mixes by target segment, consistent with our mission and image of integrity.
Need to segment market opportunities and analyze donor motivation and behavior.
Need to become a “brand” with image of integrity.
Need unique value proposition.
Need clear differentiation and positioning in donors’ mind.
Need new strategic objectives.
Need new mission focus.
Need very visible change.
In teams, look for examples of nonprofits that seem to be engaging in the various types of positioning—positioning by offer features and attributes, positioning by benefits or needs addressed, positioning by offer or cause, positioning by use, positioning by offer class, positioning by user
This team exercise involves finding and perhaps rewriting mission statements for each of the following types of nonprofits: (a) a nearby hospital, (b) a nearby university or college, (c) a nearby cultural museum (e.g., art, historic artifacts), and (d) a national charity with local offices. Search
Consider the case of multiple nonprofit organizations dealing with some dimension of curing cancer. It would be likely that each would be created (or would evolve) to serve a particular niche. For each of the following cancer organizations, compare the apparent (a) target publics served, (b) target
Enter www.marchofdimes.com/, the website for the March of Dimes, a nonprofit founded in 1938 by President Franklin D. Roosevelt to conquer polio (he was a polio victim himself). FDR’s portrait appears on the U.S. dime to commemorate his ardent support for the March of Dimes. (Your grandparents
Use your search engine to search for nonprofits that work with the homeless. Choose one and develop a possible segmentation approach for potential donors to that organization. Estimate the size of the total market and the number in each segment.
Why is segmentation important for nonprofits?
What are examples of brand elements? What are the important dimensions of brand elements when it comes to deciding which to use and which to avoid?
How might a strong brand relate to brand differentiation, brand extensions, and licensing?
How does a unique value proposition relate to an offer’s differentiation?
What are the various positioning strategies a nonprofit could use for its offers?
What is involved in a positioning strategy?
Why and how might nonprofits differentiate their offers from the competition’s?
How and why does specifying the who, what, and how of a mission improve it?
What are some problems with traditional (long and complicated) mission statements?
Define market segmentation.
Define branding, brand perception, brand extension, licensing, brand elements, brand character, brand equity and strength, and brand image.
Define unique value proposition.
Define positioning and explain each of the options.
Explain how a nonprofit could differentiate itself and its offers.
Describe strategic objectives and explain how they should be related to the nonprofit mission.
Define mission statement and explain the three dimensions of mission scope.
Would you take actions to improve the name recognition and image of the SPCA? What would you do?
To whom would you direct your fundraising appeal?
If you were the executive director of this SPCA, what are the short-term (1- to 4-month) and longer-term (5- to 12-month) marketing tactics you would perform?
In teams, choose a type of nonprofit organization (e.g., political organization, youth development, health). Choose two or three corporations that you believe would be a good fit as a corporate supporter and explain your choices.
In teams, interview nonprofit managers in your community. Each team should report the answers to the following questions: Does the nonprofit have a marketing orientation? Does the nonprofit develop annual marketing plans? What proportion of the nonprofit’s budget is allocated for marketing
Have a class debate in which one side takes the conservative position on government funding of nonprofits and another side takes the progressive or liberal position.
Visit the website of two or three nonprofits in your local area. Do the websites encourage you to donate? Do they allow you to donate online? Do the websites encourage you to volunteer? Do they provide details about available volunteer opportunities?
Visit the websites of some well-known nonprofits. Which are publicizing their corporate supporters? What are the advantages and disadvantages of corporate sponsorship?
Visit the websites of some well-known corporations. Which are publicizing their support for a nonprofit on their websites? Why do you think the corporations chose the nonprofits they did?
Conduct an Internet search to learn more about the nonprofit sector in a given country. How many nonprofits are in the country? What are the sources and levels of nonprofit funding in the country?
Visit the website of a large nonprofit organization. How is the nonprofit using its website? Which marketing functions are being addressed? What are other marketing activities the nonprofit could use on its website?
How are the fields of communications and marketing related and differentiated?
What types of nonprofits are most likely to attract corporate support? What types of nonprofits are likely to be avoided by the business sector? Why?
How are nonprofit organizations using the Internet and related information technologies?
What types of nonprofit organizations are most likely to adopt a marketing orientation?
How can marketing professionals in nonprofits effectively respond to the challenges presented in this chapter?
What are the challenges faced by nonprofit organizations?
What is the relationship between positioning and branding?
What is the nonprofit sector?
What are the different types of nonprofit organizations?
What is nonprofit marketing and what are its functions?
McKinsey & Company is a leading management consulting fi rm. The company publishes McKinsey Quarterly, an online journal that features the latest thinking on business strategy, fi nance, and management. Go to http://www.mckinsey.com, click on McKinsey Quarterly, and conduct a search for articles on
Describe how the strategy implementation challenges for a marketing manager working at DuPont (an industrial fi rm) might be different from those for a marketing manager working at Pillsbury (a consumer-goods fi rm).
Using the marketing strategy center concept as a guide, describe how a strategy that is entirely appropriate for a particular target market might fail because of poor implementation in the logistics and technical service areas.
Your company produces electric motors for use in appliances, machinery, and a variety of other industrial applications. The CEO of the company wants the chief marketing offi cer (CMO) to create a dashboard of marketing indicators that could be reviewed by top management to evaluate the contribution
Hamilton Tucker, president of Tucker Manufacturing Company, is concerned about the seat-of-the-pants approach managers use in allocating the marketing budget. He cites the Midwest and the East as examples. The fi rm increased its demand-stimulating expenditures (for example, advertising, personal
Assume that the information you requested in question 5 has been gathered for you. How would you determine whether advertising and personal selling funds should be shifted from one product to another?
Susan Breck, president of Breck Chemical Corporation, added three new products to the fi rm’s line 2 years ago to serve the needs of fi ve NAICS groups. Each of the products has a separate advertising budget, although they are sold by the same salespersons. Susan requests your assistance in
Last December, Lisa Schmitt, vice president of marketing at Bock Machine Tool, identifi ed four market segments her fi rm would attempt to penetrate this year. As this year comes to an end, Lisa would like to evaluate the fi rm’s performance in each of these segments. Of course, Lisa turns to you
Describe the relationships between and among the four central perspectives represented in the balanced scorecard and included in a strategy map: fi nancial, customer, internal business process, and learning and growth.
Not all customer demands can be satisfi ed profi tably. What steps should be taken by a marketing manager who learns that particular customer accounts—including some long-standing ones—are unprofi table?
Discuss why a fi rm that plans to enter a new market segment may have to develop new internal business processes to serve customers in this segment.
Develop a list of criteria an account manager at YRC could use to evaluate the relative attractiveness of 600 potential customers and isolate the “top100” prospects. Assume that you have full access to any company information, including past purchasing behavior, revenue and profi t data,
Oracle, Inc., designs, develops, markets, and supports a family of enterprise application software products for large and medium-sized organizations. For example, the company provides enterprise application software for customer relationship management (CRM). Go to http:// www.oracle.com, click on
Research suggests that the greater the salesperson’s satisfaction, the greater the customer satisfaction. Given the important relationship, what steps can a business-to-business fi rm take to nurture and sustain job satisfaction in the sales force?
To make effective and effi cient sales force allocation decisions, the sales manager must analyze sales territories. Describe how the sales manager can profi t by examining (a) the potential, (b) the concentration, and (c) the dispersion of territories.
Develop a list of skills and characteristics that distinguish between high performers and average performers in a sales organization. Next, describe the steps that a fi rm might take to improve the skill set of the average performers.
Explain how a successful sales training program can reduce the costs of recruiting.
Christine Lojacono started as a Xerox sales rep several years ago and is now a key account manager, directing activities for fi ve key accounts. Compare the nature of the job and the nature of the selling task for a key account manager with those of a fi eld sales representative.
Some business marketers organize their sales force around products; others are market centered. What factors must be considered in selecting the most appropriate organizational arrangement for the sales force?
When planning a sales call on a particular account in the business market, what information would you require about the buying center, the purchasing requirements, and the competition?
On the basis of return on investment, why do fi nancial relationship marketing programs (for example, discounts) often fail to pay off?
Some customers are more open to relationship marketing initiatives than others. Under what conditions would customers tend to be more responsive to relationship-building efforts by the salesperson?
As drivers of relationship marketing effectiveness, compare and contrast relationship breadth and relationship composition.
Develop a list of keywords you would use in promoting the product through Google’s Internet search advertising program.
Outline the advertising strategy Johnson Controls might follow to promote the convenience store controller. What benefi ts would you emphasize in the body of an ad?
Intuit Inc, a leading provider of software for small and medium-sized enterprises created a Web site to help these businesses develop customized jingles. Go to http://www.thejinglegenerator.com and provide an assessment of this online initiative by Intuit.
It is argued that business advertising is not expected to precipitate sales directly. If business advertising does not persuade organizational buyers to buy brand A versus brand B, what does it do, and how can we measure its effect against expenditures on other marketing strategy elements?
Describe the role that online advertising might assume in the promotional mix of the business marketer. How can the business marketer use the Web to form close relationships with customers?
Given the rapid rise in the cost of making personal sales calls, should the business marketer attempt to substitute direct-mail advertising or online advertising for personal selling whenever possible? Support your position.
Explain how a message in a business-to-business advertisement in the Wall Street Journal may be favorably evaluated by the production manager, unfavorably evaluated by the purchasing manager, and fail even to trigger the attention of the quality-control engineer.
Outline how you would evaluate the effectiveness and effi ciency of a business fi rm’s advertising function. Focus on budgeting practices and performance results.
Breck Machine Tool would like you to develop a series of ads for a new industrial product. On request, Breck’s marketing research department will provide you with any data they have about the new product and the market. Outline the approach you would follow in selecting media and developing

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Business Marketing Management: B2B 10th Edition Hutt M.D., Speh T.W. - Solutions

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