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marketing management
Marketing Management 12th Edition Philip Kotler , Kevin Keller - Solutions
=+ Why do you need information for each section?
=+o For which sections of the plan will you need secondary data? Primary data?
=+ What should the company be sure to do with its marketing?
=+3. What recommendations would you make to senior marketing executives going forward?
=+What should it watch out for?
=+2. Where is Microsoft vulnerable?
=+1. What have been the key success factors for Microsoft?
=+ How does the company's sales force compare to competitors' sales forces
=+ Are the procedures adequate for setting quotas and evaluating performance?
=+ Does the sales force show high morale, ability, and effort?
=+Do the sales-compensation level and structure provide adequate incentive and reward?
=+ Are there enough (or too many) sales managers to guide the field sales representatives?
=+Is the sales force organized along the proper principles of specialization (territory, market, product)?
=+ Is the sales force large enough to accomplish the company's objectives?
=+What are the sales force's objectives?
=+ Is the company making enough use of direct, online, and database marketing?
=+ Is the public relations staff competent and creative?
=+Is there effective and sufficient use of sales-promotion tools such as samples, coupons, displays, and sales contests?
=+ Is the sales-promotion budget adequate?
=+ Is the internal advertising staff adequate?
=+ Are the advertising media well chosen?
=+What do customers and the public think about the advertising?
=+ Are the ad themes and copy effective?
=+ Is the right amount being spent on advertising?
=+ Are they sound?
=+What are the organization's advertising objectives?
=+Should the company consider changing its distribution channels?
=+ How effective are distributors, dealers, manufacturers' representatives, brokers, agents, and others?
=+ Is there adequate market coverage and service?
=+What are the company's distribution objectives and strategies?
=+To what extent are price policies compatible with the needs of distributors and dealers, suppliers, and government regulation?
=+ What does management know about the price elasticity of demand, experience-curve effects, and competitors' prices and pricing policies?
=+ Do the customers see the company's prices as being in line with the value of its offer?
=+ To what extent are prices set on cost, demand, and competitive criteria?
=+What are the company's pricing objectives, policies, strategies, and procedures?
=+ What areas of product and brand strategy need improvement?
=+ What are the buyers' knowledge and attitudes toward the company's and competitors' product quality, features, styling, brand names, and so on?
=+ Which products should be added?
=+ Which products should be phased out?
=+ Should the product line be stretched or contracted upward, downward, or both ways?
=+ Is the current product line meeting the objectives?
=+ Are they sound?
=+What are the company's product-line objectives?
=+Can cost-reducing steps be taken?
=+Do any marketing activities seem to have excessive costs?
=+ Should the company enter, expand, contract, or withdraw from any business segments?
=+What is the profitability of the company's different products, markets, territories, and channels of distribution?
=+testing before launching new products?
=+ Does the company carry out adequate product and market
=+research and business analysis before investing in new ideas?
=+ Does the company do adequate concept
=+Is the company well organized to gather, generate, and screen new-product ideas?
=+ Are marketing costs and productivity periodically examined?
=+ Does management periodically analyze the profitability of products, markets, territories, and channels of distribution?
=+Are the control procedures adequate to ensure that the annual plan objectives are being achieved?
=+Does the planning system result in acceptable sales targets and quotas?
=+Do marketers have decision support systems available?
=+Is the marketing planning system well conceived and effectively used?
=+market measurement and sales forecasting?
=+ Is the company employing the best methods for
=+ Are company decision makers asking for enough marketing research, and are they using the results?
=+with respect to customers, prospects, distributors and dealers, competitors, suppliers, and various publics?
=+Is the marketing intelligence system producing accurate, sufficient, and timely information about marketplace developments
=+Are there any problems between marketing and manufacturing, R&D, purchasing, finance, accounting, and/or legal that need attention?
=+ Are there any groups in marketing that need more training, motivation, supervision, or evaluation?
=+ Are product managers able to plan profits or only sales volume?
=+Is the product-management system working effectively?
=+Are there good communication and working relations between marketing and sales?
=+Are the marketing activities optimally structured along functional, product, segment, end-user, and geographical lines?
=+Does the marketing vice president have adequate authority and responsibility for company activities that affect customers' satisfaction?
=+ Are enough resources or too many resources budgeted to accomplish the marketing objectives?
=+ Are marketing resources allocated optimally to the major elements of the marketing mix?
=+ Has the company developed an effective positioning and marketing mix for each target segment?
=+Has it developed accurate profiles of each target segment?
=+ Does it have clear criteria for rating the segments and choosing the best ones?
=+Is the company using the best basis for market segmentation?
=+ Is the strategy appropriate to the stage of the product life cycle, competitors' strategies, and the state of the economy?
=+Is the strategy convincing?
=+C. Strategy Has the management articulated a clear marketing strategy for achieving its marketing objectives?
=+ Are the marketing objectives appropriate, given the company's competitive position, resources, and opportunities?
=+and Goals planning and performance measurement?
=+B. Marketing Objectives Are the company and marketing objectives and goals stated clearly enough to guide marketing
=+Is the business mission clearly stated in market-oriented terms? Is it feasible?
=+What steps has the company taken to deal effectively with each public?
=+6. Publics Which publics represent particular opportunities or problems for the company?
=+ How effective Marketing Firms are the company's advertising agencies and marketing research firms?
=+F. Facilitators and What is the cost and availability outlook for transportation services, warehousing facilities, and financial resources?
=+ What trends are occurring among suppliers?
=+E. Suppliers What is the outlook for the availability of key resources used in production?
=+Dealers the different trade channels?
=+ What are the efficiency levels and growth potentials of
=+D. Distribution and What are the main trade channels for bringing products to customers?
=+trends will affect future competition and substitutes for the company's products?
=+What are their objectives, strategies, strengths, weaknesses, sizes, and market shares? What
=+C. Competitors Who are the major competitors?
=+ How do different customer segments make their buying decisions?
=+reputation, product quality, service, sales force, and price?
=+How do customers and prospects rate the company and its competitors on
=+B. Customers What are the customers' needs and buying processes?
=+ What are the major market segments?
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