Retail Marketing Management: Principles & Practice 1st Edition Helen Goworek - Solutions

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As noted in an illustration in this chapter, an industry that is in the early stage of the product life cycle is telematics, which, among other things, provides information services to autos via wireless technology. The penetration of such services is limited. Other than lowering the price, how
Go to a Web site for a company selling business-to-business products or services.Compare this site with one selling consumer products or services. What are the differences? To whom is each targeted?
How do you find out who occupies each buying role in the center?How do you use the information from question 3 to do your job?
Suppose that you are hired as a salesperson for a company that sells the product in question
Choose an industrial product and try to determine the buying center for customers of that product. What is the customer behavior for a typical member in each group, expressed in terms of the basic customer behavior questions (why? how? etc.)?
Go to the library and look at government documents that provide sales information by Standard Industrial Classification (SIC) or NAICS code. Become familiar with the different levels of specificity of the codes. How useful are the data for a marketing manager? What are their limitations?
Pick a high-tech product that was successful (e.g., digital camera) and one that was not (e.g., the Sony Aibo, the Segway). Using Everett Rogers’s five factors facilitating the adoption of new technological products (relative advantage, etc.), explain the difference in the products’ success.
Write a list of physical characteristics for a product. Take each characteristic and indicate what benefits it provides to a customer. How would an advertisement reflect this information?
Visit the VALS Web site and find out in which psychographic group you fall.Apply the questions to a couple of acquaintances in different age groups (mother, uncle, younger sister, etc.) and classify then as well. Would you have guessed that they would be in those groups?
For a product of your own choosing, pick one logical variable (e.g., age) that can be used to segment the market. Now add a second variable (e.g., gender) so that customers have to satisfy the categories of both variables simultaneously (e.g., 18- to 24-year-old women). Now add a third variable.
Other than forecasting sales, what other uses are there for forecasting methods?
What are the trade-offs among all the kinds of research described in this chapter?Suppose you worked for a small startup company with a small research budget.Which of these kinds of research would be the most valuable?
Microsoft is planning to introduce a new PC operating system to replace Windows 7.What kind of research would it need to do in order to have confidence that the new software would sell well?
Pick a product that is used in everyday life. Observe your roommate, spouse, or some other person’s use of this product. Ask him or her questions about his or her brand loyalty, what he or she likes/dislikes about it, and anything else you want to know. How does the information obtained differ
I am interested in finding out if the demand for a marketing management book(new, not “pre-owned” copies) is sensitive to higher or lower prices. Design an experiment that you could run in the campus bookstore to determine this.
What is a possible value proposition for your school?
Pick a product that is in an early stage of the product life cycle and then pick one that you believe is a mature product. How is the marketing different for the two products?
Select several magazine advertisements. How are the companies positioning their products?
Assume that you inherited a company that makes and sells packaged ice.Traditionally, the company has sold in bulk to industrial users. You want to sell to consumers. Develop a marketing strategy for your packaged ice that includes a value proposition.
Choose a consumer product or service. How can you get current customers of the product or service to buy more? Do the same for a business-to-business product or service.
Suppose that a marketing manager first develops an advertising campaign before the marketing strategy. How could this potentially create problems for the product?
Given the kinds of interactions shown in Figure 7, what kind of educational background is appropriate for a marketing manager? What skills are needed?
Marketing has often been criticized for forcing people to buy things they do not really want or need, or cannot afford. Discuss.
Find a company or product that has recently suffered a disaster, such as those suffered by Mattel and Bridgestone-Firestone discussed in this chapter. How did the company handle the situation? Would you say that it was a customer-focused approach?
Give an example of a company or service provider that has treated you well(i.e., one that appears to be customer focused). What particular steps has it taken to achieve this success? How do you feel about the company? Do you recommend it to friends and relatives? Do you pay a higher price for its
What are some other examples of companies that have reversed the value chain, as shown in Figure 2?
Compare the situation facing Segway with the problem of selling videocassette recorders in the late 1970s when they were a brand new technology. From the consumer perspective, what are the similarities and differences?
explain retail internationalisation strategies implemented by large retail organisations in an emerging market, particularly in China.
explicate significant factors that have impact on international retailing in an emerging market retail environment;
identify key theories of retail internationalisation;
discuss the major steps of the retail internationalisation process;
explain the concept and general practices of international retailing;
evaluate the importance of Corporate Social Responsibility for retailers.
appreciate the significance of the ‘triple bottom line’:environmental, social and financial sustainability;
examine a variety of ethical issues which impact upon retail marketing;
recognise the effect of legislation on retailers’ locations;
explain the impact of legislation on promotional activities;
understand how legislation affects products and retail prices;
discuss other forms of non-store retailing.
identify the key developments in mail order;
assess the development and advantages of multichannel retailing;
explain the dynamics of online retailing;
examine how retail customer service will be delivered in the future.
understand the meaning of service culture and the principles of service recovery;
recognise the role of the service encounter;
understand service quality models;
recognise theories relating to services;
discuss various types of retail atmospherics.
evaluate the impact of visual merchandising on consumers;
describe the different options for store layout;
explain the significance of retail store design;
explain the influence of the planning system on location decisions.
identify the strategic and managerial dimensions of retailers’location decision-making;
explore the ways retailers make location decisions;
describe the types of locations used by retail firms;
explain why retail locations are an important part of the retail marketing mix;
evaluate the suitability of communication methods and media within a retailing context.
explore the differences between in-store and online promotion techniques;
consider the role of integrated marketing communications and the role played by each communication channel;
explain the main marketing communications tools available to retail organisations;
examine the types and effects of price markdowns.
discuss the impact of external influences on price-setting, such as competitors, consumers and suppliers;
examine how pricing relates to a company’s profitability;
evaluate the theories and techniques used to specify retail prices;
explain the differences between retail market levels;
explore the relationship between pricing and other factors within the retail marketing mix;
discuss the issues involved in supply chain management for retailing.
outline the processes involved in the selection, development, ordering and monitoring of retail merchandise;
explain the different stages of the buying cycle;
assess the scope of buying and merchandising;
discuss the main concepts of branding and their application to the retail sector.
explain the product development process;
assess the place of product and brand management within the retail marketing mix;
explain the key functions and processes involved in product management;
explain how consumer behaviour impacts upon retail marketing decisions.
demonstrate how market research enables retailers to understand consumer behaviour;
evaluate market segmentation theory and techniques;
apply consumer behaviour theory to retailing;
evaluate explanations for consumer motives for shopping;
explore the theory and implementation of management strategy in the retail sector.
assess how marketing strategy can help retailers to gain competitive advantage;
examine how the macro-environment and microenvironment impact upon strategic decisions;
explain the stages of marketing planning;
explain the significance of strategic planning for retailers;
evaluate theories of retail change.
explain the development and scope of retail marketing theory and practice;
define and categorise store and non-store aspects of retailing and be able to discuss their similarities and differences;
Based on the case, what advice would you give to the following etailers intending to launch in Indonesia, to help them overcome some of the current difficulties in trading there:a An electronics etailer.b A musical instruments etailer.
Despite such problems, what are the potential advantages for a retailer in trading online in Indonesia?
What are the main potential problems that should be anticipated by online retailers intending to expand into the Indonesian market?
What are the potential impacts on social and environmental sustainability when retailers move into overseas markets? Watch or read the information at the following link to help you consider some of the key issues: http://www.bbc.co.uk/news/world-asia-india-19606503.
What is psychic distance and how is it important for retail strategies in a foreign market?
What factors do managers of retail organisations need to consider to make effective internationalisation strategies?
What important factors do retailers need to consider before expanding into a new market?
What are the main drivers for retailers to internationalise?
What national or international regulations or laws would you suggest could be implemented to improve working conditions in factories in developing countries?
What can consumers do to help avoid this type of unethical practice taking place?
As is normally the case in the Western hemisphere, the retailers here are not vertical companies in that they do not own the factories where their clothing is produced. Despite this, do you consider them to have some responsibility for the conditions in which their products are manufactured? If so,
Visit one of your favourite stores, taking time to consider the aspects of legislation and ethics that affect your experience there as a consumer, e.g. sales legislation; planning legislation; intellectual property laws and environmental sustainability. Discuss the potential difficulties that could
Search for an official website or publication which includes legislation relating to the country in which you live. Make a note of at least three laws with which retailers in your area would need to comply, e.g. the equivalent of the Sale of Goods Act or price fixing laws. Compare these to some of

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