Marketing Management 1st Edition Greg Marshall, Mark Johnston - Solutions

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Sara Lee Corporation derives more than $1.5 billion of sales each year from the institutional market (for example, hospitals, schools, restaurants). Explain how a fi rm such as Sara Lee or General Mills might apply the concept of market segmentation to the institutional market.
FedEx believes that its future growth will come from business-tobusiness e-commerce transactions where customers demand quick and reliable delivery service. Outline a segmentation plan that the fi rm might use to become the market leader in this rapidly expanding area.
Automatic Data Processing, Inc. (ADP), handles payroll and tax fi ling processing for more than 300,000 customers. In other words, fi rms outsource these functions to ADP. Suggest possible segmentation bases that ADP might employ in this service market. What criteria would be important to
Cogent is a rapidly growing company that makes software which identifi es people using biometrics—fi ngerprints, faces, eyeballs, and other personal characteristics. The fi rm is making terminals that allow customers to pay for products with their fi ngerprints. Assess the potential of the “pay
Oracle Corporation provides customer relationship management software solutions to all sectors of the business market. Go to http:// oracle.com and review “success stories” anda. identify a particular Oracle customer from the government sector, andb. describe the benefi ts that this government
Knowing how to be a good partner is an asset in the business market as Cisco Systems clearly demonstrates. Describe the characteristics of a successful strategic alliance and outline the steps that alliance partners can take to increase the odds that alliance goals will be achieved.
Describe how an offi ce supply fi rm may have a core offering of products and services for a small manufacturer and an augmented offering for a university.
Why is the cost of serving a long-standing customer far less than the cost of acquiring a new customer?
Concerning buyer-seller relationships, compare and contrast the features of a collaborative relationship versus a transactional relationship in the business market. Describe how the operational linkages might differ by relationship type.
Some consulting organizations persuasively argue that by properly incorporating suppliers into their product-development process, fi rms can cut their bills for purchased parts and materials by as much as 30 percent. Explore how a buyer-seller partnership might create these cost savings.
Sony develops “collaborative relationships” with some suppliers and “transactional relationships” with other suppliers. What criteria would purchasing executives use in segmenting suppliers into these two categories? Describe the steps a business marketer might take to move the relationship
Evaluate this statement: Large customers tend to be either the most or least profi table in the customer base of a business-to-business fi rm.
Describe how a fi rm might use menu-based pricing to restore profi tability to a high-cost-to-serve customer who demands extensive service and customized support.
A marketing research company found that 6 percent of its clients generated 30 percent of sales and nearly all of its profi ts. At the other end of the continuum, 70 percent of its clients provided annual billings (revenue) that were below break-even levels, because these customers required an
Potential members of the buying center for a tablet PC purchasing decision might include hospital administrators, nurses, doctors, information technology (IT) specialists, and purchasing managers. Describe how the buying criteria emphasized by hospital administrators or purchasing managers might
Suggest strategies that Motion Computing might follow to speed the adoption of the Motion C5 device by hospitals.
Dell, Inc., has been wildly successful in selling its products over the Internet to customers of all types, including every category of customers in the business market: commercial enterprises, institutions, and government. Assume your university library is planning to purchase 25 new desktop
The levels of risk associated with organizational purchases range from low to high. Discuss how the buying process for a risky purchase differs from the process for a routine purchase.
Organizations purchase millions of notebook computers each year. Identify several evaluative criteria that purchasing managers might use in choosing a particular brand. In your view, which criteria would be most decisive in the buying decision?
Carol Brooks, purchasing manager for Apex Manufacturing Co., read the Wall Street Journal this morning and carefully studied, clipped, and saved a full-page ad by the Allen-Bradley Company. Ralph Thornton, the production manager at Apex, read several articles from the same paper but could not
Explain how the composition of the buying center evolves during the purchasing process and how it varies from one fi rm to another, as well as from one purchasing situation to another. What steps can a salesperson take to identify the infl uential members of the buying center?
The Kraus Toy Company recently decided to develop a new electronic game. Can an electrical parts supplier predict the likely composition of the buying center at Kraus Toy? What steps could an industrial salesperson take to infl uence the composition of the buying center?
Brunswick Corporation centralizes its procurement decisions at the headquarters level. Discuss how it would approach purchasing differently than a competitor that decentralizes purchasing across various plant locations.
Harley-Davidson, the U.S. motorcycle producer, recently purchased some sophisticated manufacturing equipment to enhance its position in a very competitive market. First, what environmental forces might have been important in spawning this capital investment? Second, which functional units were
Karen Weber, the purchasing agent for Smith Manufacturing, views the purchase of widgets as a routine buying decision. What factors might lead her to alter this position? More important, what factors determine whether Karen considers a particular supplier, such as Albany Widget?
Jim Jackson, an industrial salesperson for Pittsburgh Machine Tool, will call on two accounts this afternoon. The fi rst will be a buying organization Jim has been servicing for the past 3 years. The second call, however, poses more of a challenge. This buying organization has been dealing with a
Ford revamped the way it purchases operating resources such as offi ce, computer, and maintenance supplies. Instead of having employees fi ll out purchase orders that must be cleared by the boss days later, employees simply log on to an Internet system. They browse through the electronics catalogs
Develop a list of other types of customers who face special packaging challenges and may represent promising customer prospects for Sealed Air to target.
Given the signifi cant value that Sealed Air can provide for a customer, like Davis Neon Inc., what approach should they follow in pricing a particular packaging solution for a customer?
Ariba, Inc., is a leading provider of e-procurement software solutions. Go to http://www.ariba.com anda. describe the key products and services that the firm offers to its customers, andb. review a case history that describes a particular customer and how it has applied one of Ariba’s procurement
GE Healthcare has developed an e-commerce initiative to support its marketing strategy, which targets health-care organizations on a worldwide basis. Go to http://www.gemedicalsystems.com anda. identify the products and services that the GE unit offers, andb. provide a critique of the Web site and
One purchasing executive observed, “Online auctioning is an appropriate way to buy some categories of products and services but it’s entirely inappropriate for others.” Agree or disagree? Provide support for your position.
General Electric (GE) has embraced e-purchasing and has saved more than $500 million per year by conducting online reverse auctions in buying a range of goods, including offi ce, computer, and maintenance supplies. What new challenges and opportunities does this auctioning process present for
Fearing red tape and mounds of paperwork, Tom Bronson, president of B&E Electric, has always avoided the government market. A recent discussion with a colleague, however, has rekindled Tom’s interest in this sector. What steps should B&E Electric take to learn more about this market?
Explain how the decision-making process that a university might employ in selecting a new computer would differ from that of a commercial enterprise. Who would be the key participants in the process in each setting?
Institutional buyers fall somewhere between commercial enterprises and government buyers in terms of their characteristics, orientation, and purchasing process. Explain.
Compare and contrast the two general procurement strategies employed by the federal government: (1) formal advertising and (2) negotiated contract.
Segmentation is a tool that marketers use to identify target markets. Increasingly, purchasing managers are using the segmentation approach to determine which suppliers are most critical to the goals of the organization. Explain.
Describe the total-cost-of-ownership orientation that purchasing managers use and illustrate how you could apply it to your next automobile purchase decision.
Honda of America relies on 400 suppliers in North America to provide more than 60 percent of the parts and materials for the Accord. What strategies could a business marketer follow in becoming a new supplier to Honda? What criteria would Honda consider in evaluating suppliers?
A small manufacturer developed a new high-speed packaging system that could be appealing to food-processing fi rms like Pillsbury and General Mills. This new packaging system is far more effi cient but must be priced 15 percent higher than competitors’ products. Because purchasing managers
In your view, which brand will win the battle in the business market? In the consumer market?
Suggest possible strategies that Apple might follow to strengthen the position of the iPhone in the business market. In turn, what strategies could R.I.M. follow to strengthen the performance of the BlackBerry brand in the consumer market?
BASF “doesn’t make the products you buy, but makes them better.” Go to http:// www.basf.com and (1) outline the markets that BASF serves and (2) the products it sells.
Many firms, large and small, have outsourced key functions, like payroll processing to ADP. Go to adp.com and (1) identify the range of services that ADP offers; (2) describe the types of customers the fi rm serves.
Many fi rms are shifting selected service functions to outside suppliers. For example, Harley-Davidson recently outsourced its transportation department function to UPS Supply Chain Solutions. What factors would prompt such a decision, and what criteria would a customer like Harley-Davidson
Evaluate this statement: “The demand for major equipment (a foundation good) is likely to be less responsive to shifts in price than that for materials, supplies, and components.” Do you agree or disagree? Support your position.
Evaluate this statement: “The ways that leading companies manage time in the supply chain—in new product development, in production, in sales and distribution—are the most powerful new sources of competitive advantage.”
Consumer products are frequently classifi ed as convenience, shopping, or specialty goods. This classifi cation system is based on how consumers shop for particular products. Would this classifi cation scheme apply equally well in the business marketing environment?
Describe the key elements of a customer value proposition. Next, explain how a compelling value proposition might include points of parity as well as points of difference.
Spending a day in the life of a marketing manager would demonstrate the critical importance of relationship management skills as that manager interacts with employees of other functional areas and, indeed, with representatives from both customer and supplier organizations. Explore the strategic
Explain how a company such as GE might be classifi ed by some business marketers as a user customer but by others as an OEM customer.
What are the chief differences between consumer-goods marketing and business marketing? Use the following matrix as a guide in organizing your response: Consumer-Goods Marketing Business Marketing Customers Buying Behavior Buyer–Seller Relationship Product Price Promotion Channels
DuPont, one of the largest industrial producers of chemicals and synthetic fi bers, spends millions of dollars annually on advertising its products to fi nal consumers. For example, DuPont invested more than $1 million in a TV advertising blitz that emphasized the comfort of jeans made of
Home Depot is quite busy each morning because local contractors, home remodelers, and other small-business customers are buying the products they require for the day’s projects. Such small-business customers represent a huge market opportunity for Home Depot or Lowe’s. Describe particular
How would you describe the retail strategy for Tesco Express as it expands in Japan?
Given the highly competitive nature of the Japanese retail food market and failure of global leaders Wal-Mart and Carrefour to successfully penetrate the Japanese market, do you believe Tesco’s decision to open Tesco Express is a good idea? Why or why not?
From a student’s perspective, what functions are available on your campus Web site (for example, class registration, payment, delivery of course materials)?How would you assess the ease of use for the Web site? What functions does the campus Web site perform well and which does it perform poorly?
You are the director of site location strategy for Burger King. Develop a location strategy for expanding the number of stores in your town. How would you choose a location for the next store?
You are the department manager for the sporting goods department at Target.Assess the services offered by your department and compare them to the services offered at a Sports Authority. What services, if any, would you consider adding if you wanted to compete more directly against Sports Authority?
How many unique product items do you think the average Sam’s Club store carries? Develop a product mix map that delineates both the breadth and depth of a Sam’s Club product mix.
You are the merchandise manager for Best Buy electronics and have been asked to expand the assortment of music products. Industry trends suggest more people are downloading their music online. How would you assess whether or not to allocate another 200 square feet in each store to CD sales?Do you
How might a company use Amazon’s backend technology to integrate all of its customer touchpoints?
Amazon has pioneered many technologies that enhance customer relationship management, such as its recommendation service that suggests books to customers based on their previous purchases as well as the purchases of other customers who have bought similar items. How could other organizations use
What value proposition is Amazon offering its customers with this new service?
Assume for a moment that you are engaged in the start-up of an entrepreneurial venture. You are a strong believer in CRM as a comprehensive business model for increasing revenues and profits by focusing on customers, and you want to start your firm off with a strong customer-centric culture.
The “dark side of CRM” involves the mishandling or unintended use of confidential customer information. Do some research online and find an example of a firm that misused or lost such information. What happened? After the problem came to light, what did the firm do to attempt to regain customer
Consider each of the brands below. Assuming that a strong CRM system is in place in each brand’s parent firm, what specific actions can marketing managers take in each case to ensure high satisfaction and loyalty among the most profitable customers?a. Chick-fil-Ab. State Farm Insurancec.
This chapter talks about CRM as an “enabler of great marketing.” In what specific ways does CRM enable great marketing? That is, what can a marketing manager do better because his or her firm effectively practices CRM?
In terms of the Miles and Snow strategy types, in which category do you think Dell currently fits?What evidence leads you to this conclusion?
Dell is currently engaged in a cost leadership strategy.If Dell decided to move more toward a differentiation strategy, what might be some sources of differentiation Dell could explore?
How would you describe Dell’s current distinctive competencies? What other potential sources of distinctive competency might Dell work to develop?
Historically, the theme park industry in Orlando is heavily affected by a large number of macro-level external environmental factors. From each of the five major categories of macro-level external factors, identify a specific example of how some element within that category might impact a theme
Consider the concept of the value chain. Identify a firm that you believe does an especially good job of investing in elements in the value chain to gain higher profit margins versus competition. Which two or three elements in the value chain does that firm handle especially well? For each of those
What is a value proposition? For each of these brands, articulate your perception of their key value proposition:a. Caterpillar earth moverb. Apple iPodc. Wii home gaming systemd. McDonald’s hamburgerse. FedEx overnight delivery service
In what ways might Toyota link what it measures to the principles of the Toyota Way (“Continuous Improvement” and “Respect for People”)?
The case mentions a problem facing Toyota: how marketers can analyze the effectiveness of different media (print, TV, Web) in various regions. What metrics would you design to begin to tackle this problem?
As Toyota looks to the future, it is looking inward at how to sustain its famous culture—the Toyota Way—that helped it become the automotive powerhouse it is. What areas does Toyota consider most important to its success?
Assume that your school has decided to undertake a complete marketing audit.Review the marketing audit instrument ( Exhibit 19.10 ) and accompanying discussion.a. List as many areas as you can across the entire institution that engage in marketing activities and thus should participate in the
Identify one product of interest in the B2C market and one in the B2B market.Research the products online. For each, given what you know about the products and their markets, which forecasting approaches do you believe would be most appropriate for use in developing a marketing plan? Which
Consider the Apple iPhone. Develop one complete action plan that addresses a marketing objective to gain more iPhones purchases from 50-year-old and older consumers. Be sure to complete all the elements of the action plan as shown in Exhibit 19.3 and the accompanying discussion.
Pick any two of the marketing metrics presented in the chapter. For each, pick any brand or product and discuss how each of those brands or products would benefit from the application of each of the marketing metrics you selected. That is, what will the information reveal that will be useful in
Pick a firm that interests you and for which you have some knowledge of its offerings.a. How would this firm benefit from a marketing dashboard approach?b. What elements would you recommend it put onto its dashboard? Why do you recommend the ones you do?c. How could the firm avoid some of the
How would you as a car salesperson add value to a customer’s purchase experience? A friend is interested in becoming a salesperson at a BMW dealership and asks your opinion, what would you tell your friend?
Salespeople offer a personal one-on-one experience for the customer; how should car dealers maintain that experience for the customer without increasing costs?
What role will traditional car salespeople play in the car buying experience of the future?
You are the marketing director for the local Red Cross chapter. Create a direct marketing campaign to generate money that is needed for a new building. What should be included in the direct marketing campaign?
You are vice president of sales for a medium-sized technology firm and have been asked to design a new compensation package for the company’s national sales force of 50 people. Currently, they are paid solely on commission with average compensation of $75,000 to $100,000. The CEO is concerned
You are marketing manager for Sharp electronics and have been asked to create a sales brochure for a new Sharp Aquos 42-inch LCD TV. Pick one model and identify the features, advantages, and benefits for the product.
You are the vice president of sales for a $30 million manufacturer of home building materials. The company employs 50 salespeople around the country to market the company’s products to hardware stores and major building contractors.The CEO believes the company needs to cut costs and wants to
What are some other ways (besides sampling) that Chipotle could generate buzz or PR without spending a lot of money? Do you, personally, find these strategies to be more persuasive than traditional advertising messages?
Do you think event marketing would work as part of Chipotle’s marketing mix? Why or why not?
Chipotle relies heavily on free samples as a way to get new customers. How could it make this sales promotion strategy more effective by using other elements of the promotion mix?
Review the Common Approaches to Advertising Execution ( Exhibit 17.14 ) and Pros and Cons of Key Advertising Media ( Exhibit 17.15 ). Review some ads in any three of the seven different types of media identified, watching for examples of the different execution approaches.a. Make notes about the
The chapter discusses the role of the marketing manager in promotional strategy( Exhibit 17.10 and accompanying discussion). The trend today in both large and small firms is for much of the promotion function to be outsourced.a. Comment on this outsourcing trend. What are the major reasons for the
Consider a major purchase you have made recently. Review the AIDA model( Exhibit 17.8 ) and accompanying discussion.a. Think back on the process that led up to your purchase and reconstruct the types of promotion that you experienced during each stage of the AIDA model. Which of the promotional
Think of a situation you’ve experienced in which some communication process you were involved in did not go as well as it might have (it doesn’t have to be marketing communications). Using the communication process model( Exhibit 17.7 ) and accompanying discussion as a guide, systematically
Consider the concept of integrated marketing communications (IMC). Select a company and investigate its use of IMC in developing and executing promotional strategies. Look for evidence through its media and messages.a. What evidence leads you to conclude the company is or is not successfully
What advantages do you think Avon achieves by selling through direct salespeople in emerging markets such as China?
Do you think it would be possible to disintermediate the reps if Avon sold directly over the Web or through catalogs?

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Marketing Management 1st Edition Greg Marshall, Mark Johnston - Solutions

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