Marketing 4th Edition Richard L. Sandhusen - Solutions

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Marketing mix: Consider which of the marketing mix variables is most important in:(a) consumer goods marketing,(b) industrial goods marketing.What are the extended marketing mix ‘7P’ classification?
Marketing concept:(a) ‘Marketing is satisfying customer needs at a profit’.(b) ‘Marketing is the process of creating unnecessary needs and wants’.Discuss the issues to which the above two statements give rise.
Outline a procedure you might recommend for a firm to undertake on-going environmental scanning.
List the major changes in the retail environment over the last 20 years. What factors have driven these changes?
Explain, making use of specific examples, why the modern marketing manager needs to be aware of developments in the technological environment which impact on the way firms may carry out their marketing function.
Discuss the most important international ‘macro-environmental’ factors that are affecting marketing firms operating in today’s international business environment.
List and discuss the main elements in:(i) the micro-environment or proximate environment,(ii) the wider general macro marketing environment.
Give examples of how the changing roles of people in society have affected marketing practice over the past 25 years. How do you envisage developments over the next 25 years, and how do you feel this might affect the practice of marketing?
Under what circumstances is it possible for a firm to exert influence over its distributors and intermediaries? If so, what kind of influence, and how can this be achieved?
‘Whatever the product or service being purchased by the marketing firm, developments in the supplier environment can have an immediate and possibly serious effect on the company’s commercial operations’.Critically evaluate this statement using examples to illustrate the points made.
The Chartered Institute of Marketing’s definition of marketing includes the following:‘Marketing … is responsible for identifying, anticipating and satisfying customer requirements profitably’.To what extent can the monitoring of the technological, economic and social environments
What do you understand by the term ‘macro-environment’? Use examples to illustrate the importance of this macro-environment to the marketing management of an organisation with which you are familiar.
List your three most effective marketing-orientated organisations and give the reasons for judging them to be the best. Now list the three worst and do likewise.
What characteristics distinguish a truly marketing-orientated organisation from a production- or sales-orientated organisation?
‘The marketing concept has failed to live up to the high expectations of its early protagonists’. Using examples of companies and products with which you are familiar, critically evaluate this statement.
Many companies confuse marketing and selling. How do you explain the differences between the two?
Discuss the contention that successful marketing stems more from the adoption of a sound organisational philosophy rather than the application of functional skills.
Outline and discuss those factors you believe have given rise to the need for modern companies to be marketing-orientated.
What is meant when it is said that marketing should be viewed as an ‘overall business philosophy’ rather than merely another functional area of management?
Why should the customer be the most important person that any organisation has to deal with?
In what way is the marketing concept relevant to non-profit making organisations? Use examples.
Distinguish between a ‘need’ and a ‘want’. Give specific examples.
How do the following terms apply in this situation: selling site, service site, information site, brand site, intranet, extranet, click through, banner headline.
What costs will you incur in operating your Web site?
How would you profit from your Web site?
How might you promote your Web site to encourage people to refer to your site?
What companies, performing what functions, would you have to persuade to participate in this venture?
The domestic travel market is expected to more than double between 2000 and 2005. Discuss how Internet marketing can exploit this growth in terms of the stages of the buyer decision process(covered in Chapter 9). The following five questions refer to this situation: Assume that you have sufficient
Here are three inventory management problems, the first involving reorder points, the second concerning economic order quantities, and the third regarding average inventory size:Reorder point: Assume that a distributor of consumer electronics products sells, on average, five computer modems a day;
Which mode of transportation would you judge to be most appropriate for the following products and why:Kegs of beer for a fraternity party;The late Jacqueline Kennedy's personal effects, auctioned off in New York;Oil from Saudi Arabia to the United States.
One logistical system that does work well in Russia is that comprising McDonald's enterprise. From a joint venture agreement signed in 1988 (the largest ever between a food company and the then Soviet Union), this enterprise, by 1993, constituted the largest McDonald's restaurant in the
Differences between distribution systems in the United States and Russia are striking. For example, in the United States in 1996, 40 percent of all shipments were delivered under quick response just-intime conditions, with distribution costs representing about 10 percent of sales. In Russia,
In terms of functions performed by distributors, discuss reasons why IBM sold its company-owned product centers and opted to distribute its products only through independent channel members and sales personnel.
Describe what kinds of channel structures (vertical, horizontal, multichannel) are implicit in the following product/market situation:Sherwin Williams, the world's largest paint producer, distributes paint through more than 1700 company-owned and independent paint stores, mass merchandisers,
In the 1970s, about 200 distributors handled about half of all pharmaceutical products distributed worldwide, with manufacturers distributing the rest directly. By the early 1990s, fewer than 125 distributors handled 65 percent, with McKesson far and away the largest distributor. Explain, in terms
In 1996, overseas sales, resulting from more than 14 million Tupperware parties in more than 100 foreign countries, generated 85 percent of the Tupperware Corporation's $1.40 billion in total revenues. In terms of key considerations involved in deciding number of channel levels, why do you suppose
Distinguish between intermediaries and facilitating agencies in terms of the basic role of each in moving products from producer to consumer. Why are decisions pertaining to the proper melding of intermediaries and facilitating agencies important in devising and implementing marketing plans?
What preparation should be done prior to contacting a referred lead?
Design a reporting system that will provide you with a record of customer status (activity and when last purchased) and product sales.
You are just starting a job selling photographic supplies and accessories to retailers. Describe how you would prospect for leads.
This excerpt of a want ad appeared in the "Sales Opportunities"section of a large metropolitan newspaper:INTERNET ENGINEERING SALES REPRESENTATIVE $150K Network Strategies is an Internet engineering company, which specializes in ecommerce solutions to Fortune 100 companies. Our core competencies
When the Xerox Corporation introduced its new line of copiers(Models 1020, 1035, 1045, and 1075) for different segments of the global business market, its promotion campaign combined local and international media to carry a creative theme built around a symbol chosen to convey the endurance of the
Track through each of the stages of the marketing communications model as it might be applied to introduce a new Merton Mighty Mind laptop computer.
Identify three personal communication channels that might have been used by SmithKline Beecham to market its new medication Avandia, positioned as "a new treatment for type 2 diabetes" designed to "strengthen your body's own ability to control blood sugar."
Referring to the Judith Sans effort in question 1, discuss problems she might face in getting her promotional message before members of a target market in a country that is less developed than the domestic market?
Judith Sans of Atlanta, Georgia, began marketing her natural cosmetics and skin care products overseas in 1985, when she joined a trade mission to the Far East to meet representatives of foreign businesses. Her firm now sells in more than twenty countries, with exports accounting for more than 50
Given the following data, which bid should the company make? Company Bid ($) 5,000 Company Profit ($) Estimated Success Probability 1,000 .80 10,000 20,000 2,200 .40 3,500 .20
Describe how Foremost-McKesson, a large international drug wholesaler, might make use of discounts and allowances to enhance its own profitability and that of its retailer customers (pharmacists and drug stores).
In terms of conditions that favor price discrimination, why would it be difficult to implement such a policy during a Bruce Springsteen concert tour?
Discuss how foreign competition in differentiated oligopolistic markets (autos, cameras, cereals, and so on) can change the situation from that depicted in diagram A to that depicted in diagram B. A B
Viracom, U.S.A. of Owatonna, Minnesota, a maker of tempered, heat-strengthened, laminated, insulated, coated security glass, set its sights on exporting in 1987 and, since, has seen its export department increase from one to ten people, with 70 percent of exports going to Pacific Rim countries. A
HCR, a woman-owned firm based in Rochester, New York, was recently awarded a contract to conduct a year-long feasibility study on health care in the Republic of Tatarstan, Russia. Assume that, in preparing your proposal for conducting this study, you anticipated the following costs in U.S. dollars:
In terms of conditions favoring either a penetration or a skimming price strategy, discuss the pricing strategy most appropriate for (1) an eminent Harvard professor retained to help East European governments establish free-market economic policies and programs, and (2) McDonald's aggressive push
In selling its semiconductors to its Asian customers, would it be more desirable if the exchange rate of the U.S. dollar falls, or rises, against that of the Oriental currency? What measures could Motorola take to protect itself against the less desirable situation?
Motorola, the world's fourth largest semiconductor manufacturer, opened a multi-million-dollar chip manufacturing plant in Hong Kong, in expectation of supplying the entire $16 billion Pacific rim market for semiconductors by the year 2002. Interpret the long-range cost curve, below, in terms of
Define the following costs involved in printing a newspaper:The cost of renting the printing plant;The cost of extra paper and dyes purchased to print an "extra"edition of the newspaper;The cost of producing the last newspaper comprising the "Extra"edition;The sum of all costs divided by the number
The following table shows price escalation generated in shipping 1908 cases of assorted chemicals, weighing 35,000 pounds, from Kansas City to Encarnacion, Paraguay. Note that the price of the shipment has more than doubled in transit. Discuss three ways in which the final retail price might be
On the accompanying graph, identify the following depicting supply-demand relationships defining the entry of Merton Mighty Mind computer systems into a selected market: line DE, line AB, point F. What are the strategic implications of this information to Merton's marketing manager? Price 3000 2500
Hewlett-Packard, a $16 billion company that produces technical products for business and dominates the high-quality, high-price end of the hand calculator market, achieves competitive advantage in selected markets based on customer perceptions of unique, high-value products worth their high price.
What do the exercises in question 1 say about the role of price in influencing consumer perceptions, sales, profits, and other marketing mix elements?
A three-part exercise based on the assumption that you are going into business for the summer selling submarine sandwiches from a roadside stand.a. Using the formula S = P × U (Sales volume = Price × Number of units sold), what is your sales volume if you sell 1000 submarines during the month of
The Apple Computer Company has seen virtually all its lines of computers and computer software counterfeited, with about 70 percent of faked merchandise made and marketed outside the United States, and 20 percent either manufactured in this country or imported into this country and labeled here.
Discuss how and why the Merton Mighty Mind computer system, over the course of its life span, might use the following strategies:product line stretching, product mix consistency, product life extension.
Describe two typical packaging objectives performed by each of these packages:Wine in pop-top containers;L'Eggs Pantyhose in an egg-shaped package;A shipping carton that converts into a compartmentalized display rack for light bulbs.WD-40 rust inhibitor available in 8- or 12-ounce cans and 55
A study of Canadian buyers of industrial equipment ranked service elements in the following order of importance: (1) delivery reliability;(2) prompt quotations; (3) technical advice; (4) prompt discount credits; (5) after-sales service; (6) sales representation; (7) ease of contact; and (8)
Describe how Weber's law might have been employed with respect to all components of the marketing mix (product, price, place, promotion) for a service that purchases unsold space on airlines and ocean lines at sizeable discounts and then sells it to the traveling public at a discount from the
How would you categorize the brand names "Merton Mighty Mind"(for computers) and "Merton Moon Chip" (for chip circuits)? What alternative categories might have been selected? Why (or why not) is this category preferable? Why (or why not) does it meet criteria for an effective brand name?
By the year 2002, Campbell Soup wants half of company revenues to come from outside domestic markets, up from 30 percent in 1995, with Asiaand China in particulartargeted as the area with the greatest growth potential. In China, most of the competition will come from homemade soup. To counter this
In terms of criteria for effective brand names, analyze and assess the expensive name change from Bank Americard to VISA.
Speculate on why seven out of ten new products introduced into consumer markets are product modifications.
Could the eight stages of the new product development process be applied as effectively in generating, developing, and commercializing ideas for new services or, at the extreme end of the tangibility spectrum, new ideas?
Discuss the nature and role of promotional expenditures at each stage of the product life cycle for a new line of high-resolution television sets that are one-eighth inch thick and hang on the wall like a poster.
The Ray-O-Vac Company, producer of batteries and other consumer goods for global markets, plans to announce the development of a new, more powerful battery for powering vehicles. In terms of Fayerweather's criteria, describe considerations that Ray-O-Vac marketers will have to account for in
Following up on question 2, assume that, after two years of operation, and unlike most other Anderson offices in Oriental countries, Anderson's Japanese office still isn't generating a profit.Discuss how use of international leverage and comparative analysis might address this problem.
Anderson Consulting, the largest consulting firm in the world, generates more than 65 percent of its gross revenues from services abroad. In terms of characteristics of services that distinguish them from more tangible products, discuss problems you, as a partner in this firm, would face in opening
How would you define Club Med and Windows 2000 in terms of core, actual, and augmented dimensions? Which dimension would be most important in positioning, promoting, and pricing each?
Assume that Merton's industrial electronics division is attempting to estimate potential for its Moonchip in a new territory and has the following facts and figures to go on based on its experience with the Moonchip in other territories: 50 percent of its Moonchip sales are in the SIC 3661 industry
Describe the difference between the potential market, the qualified available market, the target market, and the penetrated market for pro- fessional courses marketed by Merton's Speech Recognition (SR)software division.
In terms of marketing control, what is a gap analysis and how might such an analysis be used by the multinational sporting goods manufacturer (question 5) after developing forecasts in the five industrialized countries that comprise the company's Latin American market? How might these concepts be
A large multinational manufacturer of sporting equipment is undertaking a sales forecast for 2001 in one of five industrialized Latin American countries where total sales of the firm's golf clubs totaled$50,000,000 in 2000. Using market factor index and chain ratio forecasting techniques, estimate
In terms of the space-product-time context in which marketing forecasts are made, how would you define the following forecasting situations facing the chairman of the Republican Party, who would like to know:How the party in general will fare during the first decade of the twenty-first century in
Assume that the following conditions occur before the Christmas buying season: (1) the Toys 'R' Us chain underestimates demand for an electronic fad toy; (2) The Foot Locker shoe store chain overestimates demand for a well-advertised tennis sneaker. Identify two costs associated with each situation
How does a reliable forecast assist in the marketing planning effort?
Explain the relationship among demand levels, marketing expenditures, and marketing forecasts.
Textron Inc., the Providence, Rhode Island, conglomerate, follows a deliberate strategy of targeting both government and consumer segments in marketing its lines of aerospace technology and commercial and financial products and services. In so doing, it aims to achieve the flexibility that some of
Identify the significant differences in segmentation approach between consumer and industrial markets.
Describe conditions under which it would be worthwhile for a new delicatessen to start operations in a town that already has two delicatessens.
Explain the difference between qualifying and determining dimensions in terms of the selection of a spouse.
Describe how five segmentation bases might have been used to identify and define markets and develop marketing mix offerings for these products:The Lincoln Signature Series Town Car General Electric Power Saver air conditioners Johnny Walker Scotch whiskey A $10,000-per-person New Year's Eve party
In terms of the five criteria for defining a market, speculate on why an Italian restaurant that goes into business in New York's "Little Italy"goes out of business just as quickly.
In terms of the four MAD-R characteristics that combine to define a market, why would none of the following groups of high school graduates qualify as a market for a rigorous education at the Massachusetts Institute of Technology (MIT)? SAT Availability of Interest in Attending Interest in
The Second Chance Company of Central Lake, Michigan, markets bullet-resistant vests to foreign countries through a network of native police and military personnel. Discuss how, on a given day, Second Chance representatives might encounter straight rebuy, modified rebuy, and new task transactions.
Discuss how the following products would have been involved in the manufacture of the F/A-18s discussed in question 4: expense items, capital items, MRO items, OEM items.
In 1986, the Finnish Air Force (FAF) decided to modernize its fighter fleet by replacing the aging Swedish-made Drakens and Soviet-made MIG 21s that comprised this fleet. In 1992, after protracted negotiations, the Finnish government selected the McDonnell Douglas(MDC) Hornet over a number of
Following up on question 2, describe how concentrated demand, direct purchases, and reciprocal arrangements might have characterized Panamax's successful entry into the Mexican market.
In the three years following the signing of the NAFTA pact, Panamax, Inc., of San Rafael, California, experienced a 1000 percent increase in sales to Mexican distributors of surge protectors used primarily with personal computers and accessories, although sales to end-user consumers increased by
Discuss the difference between organizational and consumer markets with respect to number of transactions and number of products/services involved in these transactions. How would these differences complicate the job of penetrating global organizational (as opposed to consumer) target markets?
At which level of Maslow's hierarchy of needs are the following messages directed?"Warning: Smoking can be dangerous to your health""Don't leave home without it" (American Express)"Reach out and touch someone" (AT&T)"Be all that you can be" (U.S. Army)
Discuss, in terms of the factors that determine the strength of group influence on individual behavior, why pressure to succeed in college might be greater on the children of a family of Vietnamese immigrants than on children in a typical suburban American family.
Describe how each of the following reference groups might have been instrumental in the success of a political party in a presidential election: membership, aspirational, disassociative.

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Marketing 4th Edition Richard L. Sandhusen - Solutions

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