Marketing Strategy A Decision Focused Approach 7th Edition Orville Walker, John Mullins - Solutions

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15. Explain the differences between the total profit approach and the return-on-investment approach to evaluating alternative plans.
16. Explain General Electric’s strategic planning grid approach to evaluating opportunities.
17. Distinguish between the operation of a strategic business unit and a firm that only pays lip service to adopting the marketing concept.
2. Explain what market segmentation is.
6. Review the types of segmenting dimensions listed in Exhibits 4-8 and 4-9, and select the ones you think should be combined to fully explain the market segment you personally would be in if you were planning to buy a new watch today. List several dimensions and try to develop a shorthand name,
10. The Marketing Plan Coach software on the text Web site includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Customers” section.a. How does the marketing plan segment the market?b. Can you think of other segmentation dimensions that could be used?c. What do you
1. Drawing on data in Exhibit 5-2, do you think that Romania would be an attractive market for a firm that produces home appliances? What about Finland? Discuss your reasons.
6. Name three specific examples of firms that developed a marketing mix to appeal to senior citizens. Name three examples of firms that developed a marketing mix to appeal to teenagers.
7. Some demographic characteristics are more important than others in determining market potential. For each of the following characteristics, identify two products for which this characteristic is most important: (a) size of geographic area,(b) population, (c) income, (d) stage of life cycle.
8. Name three specific examples (specific products or brands—not just product categories) and explain how demand in the United States will differ by geographic location and urban–rural location.
9. Explain how the continuing mobility of U.S. consumers—as well as the development of big metropolitan areas—should affect marketing strategy planning in the future.Be sure to consider the impact on the four Ps.
10. Explain why the concept of the Metropolitan Statistical Area was developed. Is it the most useful breakdown for retailers?
11. Explain why mobile consumers can be an attractive market.
12. Why are marketing managers paying more attention to ethnic dimensions of consumer markets in the United States?
13. Name three categories of products marketed in the United States that are influenced by Hispanic culture.
14. A large bank plans to open offices in a state where it did not previously have locations. The managers know where other banks in the state are located. What kind of demographic data would be useful in helping them to decide where to establish the bank’s new locations?
15. The Marketing Plan Coach software on the text Web site includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Customers” section and consider the following questions.a. What demographic data is included in this marketing plan?b. What demographic data could be
16. Stylco, Inc., is a producer of specialty clothing. To differentiate its designs and appeal to its African American target market, Stylco uses authentic African prints. Originally, it just focused on designs targeted at adults in the 35–44 age range.However, sales to these middle-aged adults
14. Review the model in Exhibit 6-2 and then reread the Apple case at the beginning of this chapter. List and briefly describe specific points in the case that illustrate the model.
13. Explain how NAICS codes might be helpful in evaluating and understanding business markets. Give an example.
3. If a firm’s intranet and marketing decision support system do not include a search engine, would they still be useful to a marketing manager? Why?
11. If a firm were interested in estimating sand and clay production in Georgia, how could it proceed? Be specific.
13. Explain why a company might want to do focus group interviews rather than individual interviews with the same people.
21. Discuss the concept that some information may be too expensive to obtain in relation to its value. Illustrate.
1. Define, in your own words, what a Product is.
7. Is a well-known brand valuable only to the owner of the brand?
15. Is it more difficult to support a warranty for a service than for a physical good? Explain your reasons.
19. What kinds of consumer products are the following:( a ) watches, ( b ) automobiles, and ( c ) toothpastes? Explain your reasoning.
20. Cite two examples of business products that require a substantial amount of service in order to be useful.
21. Explain why a new law office might want to lease furniture rather than buy it.
25. For the kinds of business products described in this chapter, complete the following table (use one or a few wellchosen words).a. Kind of distribution facility(ies) needed and functions they will provide.b. Caliber of salespeople required.c. Kind of advertising required. Products Installations
26. The Marketing Plan Coach software on the text Web site includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. What goods does Hillside Veterinary Clinic sell?b. What services does Hillside Veterinary Clinic sell?c. What consumer
7. What is a new product? Illustrate your answer.
14. The Marketing Plan Coach software on the text Web site includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Marketing Strategy” section.a. Hillside offers many different products. Identify several of these products and indicate where you think each of them is
12. How does the nature of the product relate to the degree of market exposure desired?
9. Review the list of factors that affect PD service levels in Exhibit 12-3. Indicate which ones are most likely to be improved by EDI links between a supplier and its customers.
11. Discuss the relative advantages and disadvantages of railroads, trucks, and airlines as transporting methods.
13. Discuss some of the ways that air transportation can change other aspects of a Place system.
14. Why would a manufacturer set up its own sales branches if established wholesalers were already available?
15. What is an agent wholesaler’s marketing mix?
13. Explain how opinion leaders affect a firm’s promotion planning.
16. Discuss the potential conflict among the various promotion managers. How could this be reduced?
6. Find advertisements to final consumers that illustrate the following types of advertising: (a) institutional, (b) pioneering,(c) competitive, and (d) reminder. What objective(s) does each of these ads have? List the needs each ad appeals to.
11. Johnson & Johnson sells its baby shampoo in many different countries. Do you think baby shampoo would be a good product for Johnson & Johnson to advertise with a single global message? Explain your thinking.
12. Discuss the future of smaller advertising agencies now that many of the largest are merging to form megaagencies.
13. Does advertising cost too much? How can this be measured?
14. Is it unfair to criticize a competitor’s product in an ad?Explain your thinking.
8. Do stocking allowances increase or reduce conflict in a channel of distribution? Explain your thinking.
10. How can a marketing manager change a firm’s F.O.B.terms to make an otherwise competitive marketing mix more attractive?
15. Cite two examples of continuously selling above the market price. Describe the situations.
16. Explain the types of competitive situations that might lead to a meeting-competition pricing policy.
17. Would consumers be better off if all nations dropped their antidumping laws? Explain your thinking.
7. Discuss the idea of drawing separate demand curves for different market segments. It seems logical because each target market should have its own marketing mix. But won’t this lead to many demand curves and possible prices? And what will this mean with respect to functional discounts and
10. Cite a local example of odd-even pricing and evaluate whether it makes sense.
11. How does a prestige pricing policy fit into a marketing mix? Would exclusive distribution be necessary?
3. Give an example of a firm that has a competitive advantage because of the excellent job it does with implementation activities that directly impact customer satisfaction.Explain why you think your example is a good one.
7. Explain the meaning of the comparative performance and comparative cost data in Exhibits 19-3 and 19-4. Why does it appear that eliminating sales areas D and E would be profitable?
10. The June profit and loss statement for the Browning Company is shown. If competitive conditions make price increases impossible and management has cut costs as much as possible, should the Browning Company stop selling to hospitals and schools? Why?Browning Company Statement
13. The Marketing Plan Coach software on the text Web site includes a sample marketing plan for Hillside Veterinary Clinic. Look through the “Implementation” section.a. Does the plan say anything about how Hillside will handle complaints? What could Hillside do in this area?b. How could
14. This problem emphasizes the differences between the fullcost approach and contribution-margin approach to marketing cost analysis.Tapco, Inc., currently sells two products. Sales commissions and unit costs vary with the quantity of each product sold.With the full-cost approach, Tapco’s
12. The Marketing Plan Coach software on the text Web site includes a sample marketing plan for Hillside Veterinary Clinic. Think about the entire marketing plan—since you have been reviewing this all along. While there are not separate departments in a small business, there are different
10. How far should the marketing concept go? How should we decide this issue?
13. Discuss how one or more of the trends or changes shown in Exhibit 21-5 are affecting marketing strategy planning for a specific firm that serves the market where you live.
11. Cite a local example of an oligopoly, explaining why it is an oligopoly.
1. Distinguish between the following pairs of items that appear on operating statements: (a) gross sales and net sales, and (b) purchases at billed cost and purchases at net cost.
4. Compute the net profit for a company with the following data:Beginning inventory (cost) . . . . . . . . . . . . . $ 150,000 Purchases at billed cost . . . . . . . . . . . . . . . . 330,000 Sales returns and allowances . . . . . . . . . . . 250,000 Rent . . . . . . . . . . . . . . . . . . . . . .
5. Construct an operating statement from the following data:Returns and allowances. . . . . . . . . . . . . . . . $ 150,000 Expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20%Closing inventory at cost. . . . . . . . . . . . . . . 600,000 Markdowns . . . . . . . . . . . . . . . .
6. Compute net sales and percent of markdowns for the following data:Markdowns . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 40,000 Gross sales . . . . . . . . . . . . . . . . . . . . . . . . . . . 400,000 Returns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32,000
11. Explain the difference between a forecast of market potential and a sales forecast.
12. Suggest a plausible explanation for sales fluctuations for(a) computers, (b) ice cream, (c) washing machines,(d ) tennis rackets, (e) oats, ( f ) disposable diapers, and(g) latex for rubber-based paint.
13. Explain the factor method of forecasting. Illustrate your answer.
14. Based on data in Exhibit B-4, discuss the relative market potential of the city of Boulder, Colorado, and the city of Lakewood, Colorado, for (a) prepared cereals, (b) automobiles, and (c) furniture.
1. How might Segway, Inc. further develop the market for Segway technology? Hint: What types of marketing strategies are associated with sales growth?Amid heavy media coverage and much speculation, “Ginger”made its debut on ABC’s Good Morning America on December 3, 2001. It thrilled some and
2. What would be some advantages and disadvantages of using a Segway HT to get around on campus?Amid heavy media coverage and much speculation, “Ginger”made its debut on ABC’s Good Morning America on December 3, 2001. It thrilled some and disappointed others, but the technology was
3. What types of applications and usage situations are there for Segway HTs in your area?Amid heavy media coverage and much speculation, “Ginger”made its debut on ABC’s Good Morning America on December 3, 2001. It thrilled some and disappointed others, but the technology was breathtaking to
4. What kinds of problems would the use of Segway HTs create in your area? What are some possible solutions for these problems?Explain.Amid heavy media coverage and much speculation, “Ginger”made its debut on ABC’s Good Morning America on December 3, 2001. It thrilled some and disappointed
1. How might the anticipated changes in U.S. health care coverage affect Invacare’s current marketing strategies and demand for its products?Modern devices that provide mobility where it is needed can trace their history to the Fay Manufacturing Company in Elyria, Ohio, in the 1880s. Originally a
2. Conduct a S.W.O.T analysis for Invacare. What types of opportunities and threats do you see? What types of marketing strategies are suggested by your S.W.O.T. analysis?Modern devices that provide mobility where it is needed can trace their history to the Fay Manufacturing Company in Elyria,
3. What have been the “keys to success” for Invacare in the past?Are these likely to change in the future?Modern devices that provide mobility where it is needed can trace their history to the Fay Manufacturing Company in Elyria, Ohio, in the 1880s. Originally a bicycle and tricycle
4. What do you think will be necessary for Invacare to conduct operations successfully in Brazil? What about China? Which of these two countries is a better “fit” for Invacare’s business model?Modern devices that provide mobility where it is needed can trace their history to the Fay
1. Compare strategic planning by BBBSA with planning by for-profit organizations. What are the similarities? What are the differences?For more than a century Big Brothers and Big Sisters of America (BBBSA) has helped children reach their potential through professionally supported one-on-one
2. Using the exhibit on the marketing strategy planning process in Chapter 2, identify the components of BBBSA’s strategic planning process from the information presented in this case.Who are BBBSA’s customers and competitors? How has BBBSA chosen to segment its market? Describe BBBSA’s
3. What are the benefits of a local nonprofit organization affiliating with a national nonprofit organization? Can you identify any disadvantages?For more than a century Big Brothers and Big Sisters of America (BBBSA) has helped children reach their potential through professionally supported
4. Refer to the BBBSA Web site (www.bbbs.org). What changes have occurred in the mission, vision, goals, and strategies? Has BBBSA successfully met the goals stated in this case? Has the organization successfully overcome the challenges of brand image and recruitment of volunteers?For more than a
1. Imagine yourself as the manager of a struggling local suburban regional shopping mall. What do you think the mall should do to improve its performance?The suburban regional shopping mall is regarded by many as the “crown jewel” of shopping experiences. In a single location, shoppers can
2. What shopping trends do you foresee over the next 10 years?How might these trends affect suburban regional shopping malls?The suburban regional shopping mall is regarded by many as the “crown jewel” of shopping experiences. In a single location, shoppers can visit over a hundred stores, go
3. What new retail concepts can you identify? How might you learn about more? What strategies do you suggest for learning about new retail concepts?The suburban regional shopping mall is regarded by many as the “crown jewel” of shopping experiences. In a single location, shoppers can visit over
1. Identify and describe Potbelly’s strategy in terms of product(present or new) and market (present or new).Want an inexpensive gourmet sandwich served in a fun and funky place by friendly young people? Lots of people do, including celebrities Will Ferrell, Sandra Bullock, and Keanu Reaves. In
2. How would you describe Potbelly’s positioning strategy?Want an inexpensive gourmet sandwich served in a fun and funky place by friendly young people? Lots of people do, including celebrities Will Ferrell, Sandra Bullock, and Keanu Reaves. In fact, Potbelly Sandwich Works was ranked as one of
3. What types of environmental opportunities and threats do you see in Potbelly’s external environment? How might they affect Potbelly’s current strategy?Want an inexpensive gourmet sandwich served in a fun and funky place by friendly young people? Lots of people do, including celebrities Will
1. In what stage of the product life cycle is the Toyota Prius?Explain.Prius (Latin for “to go before”) was introduced to the Japanese market in 1997 amid much publicity and extravaganza.It was the world’s first mass-produced car powered by a combination of gasoline and electricity. For the
2. Describe the marketing strategies being followed by Toyota for the Prius.Prius (Latin for “to go before”) was introduced to the Japanese market in 1997 amid much publicity and extravaganza.It was the world’s first mass-produced car powered by a combination of gasoline and electricity. For
3. Do you think Toyota should convert all of its cars to hybrids?Why? Why not?Prius (Latin for “to go before”) was introduced to the Japanese market in 1997 amid much publicity and extravaganza.It was the world’s first mass-produced car powered by a combination of gasoline and electricity.
1. Prepare a S.W.O.T. analysis for Bass Pro Shops. What types of strategies do you recommend based on your analysis?Have you ever seen an elk, an antelope, or a buffalo? What about a largemouth bass? Don’t fret—you don’t have to go to Montana to see what wildlife looks like! You can visit
2. Can you think of retailers in other categories that might successfully emulate the format and execution of Bass Pro Shops?Have you ever seen an elk, an antelope, or a buffalo? What about a largemouth bass? Don’t fret—you don’t have to go to Montana to see what wildlife looks like! You can
1. What types of marketing strategies is Chick-fil-A following?There aren’t many companies like Chick-fil-A. Most U.S.companies struggle to balance ambitious financial objectives with the desire to be ethical in business dealings and demonstrate a social conscience. Chick-fil-A easily surpasses
2. How would you describe Chick-fil-A’s positioning strategy?There aren’t many companies like Chick-fil-A. Most U.S.companies struggle to balance ambitious financial objectives with the desire to be ethical in business dealings and demonstrate a social conscience. Chick-fil-A easily surpasses
3. Is Sunday closing a competitive advantage for Chick-fil-A?Explain.There aren’t many companies like Chick-fil-A. Most U.S.companies struggle to balance ambitious financial objectives with the desire to be ethical in business dealings and demonstrate a social conscience. Chick-fil-A easily
4. Should other retailers consider closing on Sunday? Why? Why not?There aren’t many companies like Chick-fil-A. Most U.S.companies struggle to balance ambitious financial objectives with the desire to be ethical in business dealings and demonstrate a social conscience. Chick-fil-A easily
Prepare an organizational chart that includes the various marketing people and functions necessary to implement your marketing plan and explain why such a structure is appropriate. Show why the team can meet the tests called for in the seven domains framework (see Chapter 4), and identify any gaps

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Marketing Strategy A Decision Focused Approach 7th Edition Orville Walker, John Mullins - Solutions

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