Green Marketing Management 1st Edition Robert Dahlstrom - Solutions

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Apart from Dell, which other companies could develop a viable mass-customisation offering? What do you think the barriers are?
Take an industry familiar to you and analyse the key environmental changes taking place.Then identify how top-performing companies are adjusting their strategies and organisations to gain competitive advantage.
Is ‘marketing’ primarily a function or a philosophy?
What are the core concepts of marketing? Are they likely to change in the future?
Looking at the characteristics of leadership described in the chapter, develop a seven-point scale to rate the experience of the most successful manager you know. Then rate yourself against these criteria.
You are appointed as consultant to a large multinational that is seeking to develop a turnaround strategy. Outline the steps for such a strategy, suggest how they will be accomplished and estimate the time required for completing each of them.
A manufacturer of branded shirts wants to achieve higher prices from the independent outlets that market its products. Advise a strategy for implementing such a plan.
Repeat the exercise on Chemco for 6 per cent changes.
A company has net profits of €10 million, sales of €130 million, variable costs of €52 million, current assets of €50 million, fixed assets of €60 million and equity of €30 million. Calculate your basic financial planning equation. Estimate the effects of cutting costs by 4 per cent,
Take a company you are familiar with that has experienced significant decline. Using what data are available, identify the symptoms and causes of such decline.
Does marketing apply to the non-profit sector?
Why do so many publicly owned organisations appear to perform so poorly?
Find and analyse a service organisation that has very high productivity. How is it achieved?What are the trade-offs against service quality?
Give an example of a business that has substantially increased its service quality and analyse the reasons for the improvement.
The most fundamental distinguishing characteristic of services is intangibility. Discuss the implications of this with specific reference to marketing.
Why is the service sector growing more rapidly than the manufacturing sector?
Outline the goals and major aspects of an audit of a company’s marketing logistics system.
A producer of a new industrial product wants to create a strong vertical marketing channel for its innovation. How can this be done and what advantages would it obtain?
Why does conflict often arise between the manufacturer and its distributors? How should conflict be handled and controlled?
What criteria should determine the choice of marketing channel?
Marxist writers regard merchants as profiteers who exploit both producers and consumers.Why are they wrong?
A new company is set up to manufacture men’s shirts. What factors should govern its choice of channel strategy?
Compare and contrast the principles of effective selling with the techniques of good negotiating.
A new industrial sales manager is determined to raise significantly the margins achieved on orders. However, her salespeople are insistent that customers are highly price sensitive and that if they raise prices by 10 per cent they will lose 70 per cent of their business. Why might the salespeople
Compare and contrast structuring salesforces by (a) geographically defined territories, (b)product specialisation, and (c) market or segment specialisation.
The head of a building supplies company complains that his customers buy solely on price. He sees no way of raising prices. Suggest some avenues for exploring value-adding strategies.
A company wishes to forge ‘strategic partnerships’ with its key customers. Outline how such a strategy might be developed.
An industrial chemicals company sells the same commodity-like product at rather different prices to different customers. What is likely to explain such differences and what are the implications for selling strategy?
What PR does your organisation undertake? What are its objectives? How effectively is it planned and evaluated?
A book club is proposing a direct mail campaign to recruit members. The price of membership is €40 a year, which entitles the member to five free books. The club estimates that a membership generates an annual contribution of 25 per cent. The cost of direct mail is estimated to be €100,000.
A university is proposing to set up a major fundraising campaign to raise €50 million.Outline a communications plan to achieve this objective.
Referring to Figure 9.6, find advertisements in newspapers and magazines that match each of the six types of buying decision described there.
Why is it difficult to predict the effects of advertising on sales and profits?
If you have a good product, why do you need to spend money on advertising and promotion?
Show how value chain analysis may be used in developing a pricing strategy.
Under what circumstances is EVC likely to be a useful pricing technique?
An industrial goods company has seen prices being gradually eroded by competition for several years. Suggest some approaches it could consider to avoid having to cut prices further.
What factors should be taken into account in deciding between a penetration and skimming pricing strategy?
Poorly trained sales people often allow buyers to squeeze them down too easily on price.Why is this?
A company has variable costs of 50 per cent and a 5 per cent net profit margin. What is the effect of a 5 per cent price increase, first under an assumption that no volume is lost, and second under an assumption that 10 per cent volume is lost?What effect will a 5 per cent price cut have, first if
In developing a marketing plan for the launch of a radically new industrial product, what factors would influence the choice of target market segments?
Some new products get adopted much more quickly than others. What accounts for such differences?
What advice would you give to a company that wishes to accelerate its pace of innovation?
Why do many companies fail to innovate?
What advantages do companies that focus on innovation obtain?
What are the differences between the way scientists see innovation and the way marketing people tend to see it?
Why do some companies fail to appreciate the value of brands and neglect to invest in their brands?
Discuss the advantages and disadvantages of umbrella branding.
Why is it worth investing possibly millions of euros to build a strong brand image?
How could you determine what the brand identity and image is of your company or product?
A company intending to roll out a new chain of fast-food restaurants aims to build them into a strong brand. What advice can you give?
What is a brand? Are brands limited to consumer markets?
Gamma holds a niche position making high-quality motors for garden mowers. Many major players such as Honda and Yamaha also operate in this sector. Discuss the problems likely to face Gamma in maintaining its niche position.
Alpha Company dominates the market for the portable fire extinguishers maintained in hotels, offices and other public buildings. How could Beta Company, with half the sales of Alpha, challenge for market dominance?
A small pharmaceutical company pioneers a major new heart drug. What strategic considerations should govern its approach to proceeding with the innovation?
The cigarette market in western Europe appears to be slowly declining. What strategies would you recommend for a leading cigarette producer?
An electronics company invents a major new home entertainment product. Discuss how the market is likely to change over the next five years. What implications do these changes have for the company’s marketing strategy?
Give some examples of products that appear to have followed a product life cycle. Find some examples of products that have not. What are the underlying explanations of these differences?
A large consumer goods company has one business unit focused on marketing Scotch whisky. Outline and comment on the components of a strategic marketing plan which would be suitable for such a business unit.
What should be included in a review of a business’s key competitors?
What are the components of a corporate strategic marketing plan?
Discuss the relative advantages and disadvantages of the Boston portfolio matrix.
Find an example of a company which has shown an ability to respond rapidly to environmental shocks or strategic windows. What explains this flexibility?
Give an example of a company or an industry which has been subject to sudden environmental change. Identify what factors have hindered its speed of response to these changes.
. What are the major components of a marketing plan for a product or target market?
. Show how the ‘value chain’ of a customer can be used to provide insights for segmentation and positioning.
. A commercial vehicle business is seeking to ‘reposition’ its major product. What does this mean and how might it be done?
. What are the benefits of market segmentation for the business?
. Is it possible for one petrol station to charge higher prices for petrol than its neighbouring competitors?
. The high street banks have traditionally not segmented their markets or developed discrete positioning strategies for the different segments. Do you think segmented offers would make sense for the banks? How could such a strategy be operationalised?
‘Most British companies are not marketing oriented.’ What does this mean? How could they become marketing oriented?
What are the main ways in which a company could search for developing a competitive advantage?
The 1990s saw a shake-out of middle management and a delayering of organisations.Why?
Why is it important to obtain explicit feedback on customer satisfaction? Develop a short questionnaire that might be used to elicit such feedback for an organisation with which you are familiar.
What characteristics would distinguish a marketing-led company from production- and finance-led companies?
How, if at all, are marketing and democracy related?
Why did Sony allow Apple to dominate the first generation of MP3 devices?
Why do so few western companies appear to have a long-term ‘strategic intent’?
Consider a business with which you are familiar. What are the major environmental changes that could threaten its survival?
Should a company have a mission statement? What are its uses?
Consider a business you know.(a) Rank its major objectives in order of importance.(b) What types of risk does this ordering suggest for the long-term success of the organisation?
Why are profits an inadequate objective for the business?
Who benefits from reporting on social performance, and how do they benefit from this practice?
What are the elements of the environmental section of the sustainability report? How does reporting of each facet of the environment contribute to ecological performance?
To what extent is the economic part of the sustainability report redundant with the firm s annual report? Why do firms include indirect economic consequences in the economic section of sustainability reports?
How does third-party verification influence evaluations of sustainability reports by stakeholders?
Why is it essential for companies to describe their corporate strategy governance in sustainability reports?
What is the role of stakeholders in developing sustainability reports?
What stakeholders are relevant to sustainability reporting? Why might the number of stakeholder groups vary for different types of organizations?
How do firms illustrate transparency, and how does this effort help stakeholders?
How is sustainability reporting related to triple bottom line performance?
If sustainability reporting is not required by law, why do firms bother to develop these reports?
How does ISO 14000 accreditation enable an organization to market its products more effectively?
Contrast the influence of ISO 9000 and ISO 14000 regarding each standard s ability to help organizations achieve sustainability.
How has the paper industry attempted to achieve sustainability? What is the role of the consumer in their efforts?
What three products span between raw materials and consumer products, and what consumer products do they become?
To what extent have concrete producers attempted to achieve sustainability in their production processes?
What is the difference between concrete and cement?
What efforts are being made to enhance the sustainability of the steel industry? To what extent have they already been successful in enhancing sustainability?
What are the two primary forms of steel production?

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Green Marketing Management 1st Edition Robert Dahlstrom - Solutions

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