Marketing Strategy A Decision Focused Approach 8th Edition Orville Walker, John Mullins - Solutions

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What Is a Strategy?
Identify key milestones at which certain progress steps are to be met. Then, design strategic and operating“dashboards” that will provide the necessary information for the top management team to monitor—and if necessary, take steps to change—the marketing performance of the product or
4. What characteristics are common among industries that are highly susceptible to being revolutionized by new-economy technologies?
3. You have been hired to do some marketing research for a candy company that sells its products mainly to kids that represent all races and economic levels. The company is leaning toward using the Internet to conduct the research. Its reasoning is that Web-based marketing research is easier,
Develop a new-economy strategy for your product(s) or company. Identify relevant new-economy tools that should be included in the marketing strategy you are preparing.Develop the rest of your marketing mix, integrating your new-economy strategy therein, and prepare arguments why the product,
3. Which role should marketing managers play in helping to formulate business-level (SBU) strategies in a large diversified firm such as General Motors? What kinds of information are marketers best able to provide as a basis for planning? Which issues or elements of business-level strategy can such
Write a draft mission statement for your company.Identify which (if any) of the growth strategies identified in Exhibit 2.5 your plan will pursue, based on your still very preliminary thinking. Determine why that strategy does or does not make sense, compared to the other alternatives.Set the
For the market offering on which your marketing plan or consulting project is based, use Internet and other available secondary resources to conduct macro-level market and industry analyses. Your analyses should include a macro trend analysis encompassing all relevant macro trend categories and
Prepare a detailed plan for conducting the primary research required to complete your project.The research plan needs to do three things:• Precisely spell out the research objectives the research is intended to meet.• Design the research to get you there. Identify your methods, your sample, and
2. To more effectively allocate promotion expenditures and sales efforts, the marketing manager for a company marketing frozen food entrées would like to know the relative market potential for such products in every county in the United States. What variables would you include in a multifactor
Write a positioning statement and a value proposition for the product(s) to be marketed. Construct one or more perceptual maps or a value curve to clarify its positioning versus competitors.
Identify an appropriate marketing strategy consistent with the product’s stage in its product life cycle and the market and competitive conditions it faces, drawing on Chapters 8, 9, and/or 10 as appropriate. Identify the strategies key competitors are using, and develop a rationale for the
Identify an appropriate marketing strategy consistent with the product’s stage in its product life cycle and the market and competitive conditions it faces, drawing on Chapters 8, 9, and/or 10 as appropriate.Identify the strategies key competitors are using, and develop a rationale for the
Identify the primary target market for the good(s) or service(s) to be marketed using demographic, geographic, and/or behavioral descriptors. Identify the key benefits the product(s) deliver(s) to the target market and the features that deliver these benefits. Prepare a
Using one or both of the Porter and the Miles and Snow frameworks, identify which type of business unit strategy your plan will pursue, based on your still very preliminary thinking. Identify the key capabilities and resources—marketing and otherwise—necessary to do so. Determine why that
Does the opportunity fit what we want to do?
Do we have the people who can execute on whatever it takes to be successful in this particular industry?
Do we have the right connections? As the saying goes, “It’s not what you know, it’s who you know.”
You are an entrepreneur who has developed a packaging technology that instantly chills singleserving containers of cold beverages such as beer, carbonated drinks, and fruit juices. The customers of such packaging, therefore, would be beverage-makers. You are not certain whether your technology is
Drinking water pollution (contamination) has become a serious problem in many countries. What problems and opportunities does this present for what consumer and industrial goods?
Taking into account the five competitive forces, what do you think lies ahead for the worldwide automotive industry?
The president of a large manufacturer of household appliances (such as dishwashing machines, refrigerators, washers, and dryers) that are manufactured and sold in the United States, Japan, Mexico, and Europe has asked you to develop a system for monitoring and evaluating the impact of major
What are the objectives of the research? Will the data to be collected meet those objectives?
Are the data sources appropriate? Is cheaper, faster secondary data used where possible?Is qualitative research planned to ensure that quantitative research, if any, is on target?
Are the planned qualitative and/or quantitative research approaches suited to the objectives of the research? Qualitative research is generally better for deep insights into consumer behavior, while quantitative research is better for measurement of a population’s attitudes and likely responses
Is the research designed well? Will questionnaire scales permit the measurement necessary to meet the research objectives? Are the questions on a survey or in an interview or focus group unbiased? (“Isn’t this a great new product? Do you like it?”) Do the contact method and sampling plan
Are the planned analyses appropriate? They should be specified before the research is conducted.
Given that absolute market potential almost always exceeds actual industry sales, why do marketers bother to make potential estimates? Discuss four decisions that a marketer of industrial grinding machinery might make based on such potential estimates.
To more effectively allocate promotion expenditures and sales efforts, the marketing manager for a company marketing frozen food entrées would like to know the relative market potential for their products in every county in the United States. What variables would you include in a multifactor index
Suppose you are the product manager responsible for General Electric’s line of trash compactors.After many years, the product has yet to gain acceptance by many consumers. Use the diffusion of innovation theory discussed in the text to explain why trash compactors have achieved such poor market
Extensive market segmentation is a relatively recent phenomenon. Until about the middle of the 20th century many firms offered a single basic product aimed at the entire mass market (such as Coca-Cola or Levi jeans). But in recent years many firms—including industrial goods manufacturers and
Exactly what is the relationship between market segmentation, target marketing, and positioning?What damage will be done to a company’s target marketing and positioning efforts if markets are incorrectly or not effectively or insightfully segmented?
Can market segmentation be taken too far? What are the potential disadvantages of oversegmenting a market? What strategy might a firm pursue when it believes that the market has been broken into too many small segments?
What is the difference between a growth-market targeting strategy and a niche targeting strategy?What capabilities or strengths should a business possess to implement a growth-market targeting strategy effectively?
Given the challenges inherent in repositioning a fast-food chain, how would you further update the Subway product line and advertising campaign in light of current macro trends?
What is meant by a determinant attribute for a given product? Explain why the identification of such attributes is so important. What would be an example of a determinant attribute for each of the following products and services?a. A cruise lineb. A laptop computerc. French wined. Women’s
Should positioning be based on product features or benefits? Why? Under what circumstances should features be the focus of an advertising campaign?
In terms of positioning strategy, what is the rationale for the fact that Nabisco offers many different brands within the cracker category, each of which is perceived as being only slightly different from the others? What are the advantages and limitations of such a strategy?
A few years ago, pet rocks were a fad and Nike Air Jordan basketball shoes were a fashion among younger customers in the United States. Graph the life-cycle curves of the two products on the same chart. How do the two curves differ from one another? What are the major marketing implications for
Minnetonka, Inc., is a relatively small firm that pioneered the development of consumer health and beauty products, such as Softsoap and Check-Up plaque-fighting toothpaste. What potential advantages does being the pioneer in new product-markets provide a firm such as Minnetonka in an industry
Not all new market pioneers effectively take advantage of the potential benefits inherent in their early lead. What does the research evidence suggest that Minnetonka should do relevant to major elements of its marketing strategy to gain and maintain a leading share position in the new markets it
Under what conditions do pioneer and follower strategies each have the greatest probability of long-term success?
Apple Computer’s iPod holds a commanding share of the rapidly growing global market for digital music players. To maintain its lead as the market continues to grow, what strategic marketing objectives should Apple focus on and why?
Given your answer to question 1, which specific marketing actions would you recommend for accomplishing Apple’s objectives? Be specific with regard to each of the 4 Ps in the firm’s marketing program.
How would you characterize the strategies of the major Korean automakers (e.g., Hyundai, Kia) as they attempt to capture a larger share of developed markets such as Europe and the United States? What marketing variables do you think are critical to the ultimate success of their strategies?
If you were the top marketing executive at General Motors or Ford, what strategy would you recommended to defend your firm’s market share against this competitive threat from South Korea?
How well does the washing machine wash clothes?
How long will the lawn mower last?
What is the incidence of product defects?
Does an airline flight offer a movie and dinner?
Will each visit to a restaurant result in consistent quality?
What percentage of the time will a product perform satisfactorily?
Is the product easy to service?
Is the service system efficient, competent, and convenient?
Does the product look and feel like a quality product?
Is this a name that customers associate with quality?
What is the brand’s image?
Suppose you were the marketing manager for General Foods’ Cool Whip frozen dessert topping. Marketing research indicates that nearly three-quarters of all households use your product, but the average user only buys it four times a year, and Cool Whip is used on only 7 percent of all toppable
In recent years, McDonald’s—which had attained decades of outstanding growth by selling burgers and fries to American families with young children—has aggressively sought franchisees in foreign countries, including Russia and China. The firm has also introduced a wide variety of new product
The J. B. Kunz Corporation, the leading manufacturer of passbooks and other printed forms for financial institutions, saw its market gradually decline during the 1980s and 1990s because the switch to electronic banking was making its product superfluous. Nevertheless, the firm bought up the assets
As director of marketing of a medium-sized Canadian sporting goods manufacturer that produces helmets for use in sports, such as cycling, skiing, hockey, and football, you have been considering using the internet as a marketing tool. Although your helmets are sold in retail stores and to schools
In meeting with the CEO of the helmet manufacturer, you have been asked to outline the possible threats of selling the product online. Explain.
You have been hired to do some marketing research for a candy company that sells its products mainly to kids that represent all races and economic levels. The company is leaning toward using the internet to conduct the research. The company managers’ reasoning is that web-based marketing research
What characteristics are common among industries that are highly susceptible to being revolutionized by digital technologies?
For companies with multiple business units or product lines, what is the appropriate administrative relationship between corporate headquarters and the individual SBUs?How much autonomy should business unit managers be given to make their own strategic decisions, how much control should they have
Within a given business unit, whether it’s part of a larger corporation or a one-product entrepreneurial start-up, what organizational structures and coordination mechanisms are most appropriate for implementing different competitive strategies? Answering this question involves decisions about
How should organizational structures and policies be adjusted, if at all, as an organization moves into international markets?
Suppose you have been offered the job of developing and managing a new medical products unit for a major electronics manufacturer. The purpose of the new SBU will be to adapt technology from other parts of the company for medical applications (diagnostic equipment such as CAT scanners, surgical
Now that you have accepted the job described in question 1, you have been given a $50 million operating budget for the first year. Your first task is to staff the new unit and to allocate your budget across its various functional departments. Although you obviously want to hire good people for
As general manager, what type of organizational design would you select for the new SBU described in question 1? Justify your choice in terms of its ability to help the SBU implement its strategy and accomplish its primary objectives. What potential disadvantages—if any—might be associated with
What changes in the environment have negatively affected the current strategy (e.g., demographic or social trends, interest rates, government controls, or price changes in substitute products)?
What changes have major competitors made in their objectives and strategies?
What changes have occurred in the industry in such attributes as capacity, entry barriers, and substitute products?
What new opportunities or threats have derived from changes in the environment, competitors’ strategies, or the nature of the industry?
What changes have occurred in the industry’s key success factors?
To what extent is the firm’s current strategy consistent with the preceding changes?
Who needs what information?
When and how often is the information needed?
In what media and in what format(s) or levels of aggregation should the information be provided?
What contingencies should be planned for?
Does the exec regularly and formally assess marketing performance?
What does it understand by “customer value”?
How much time does the exec give to marketing issues?
Does the business/marketing plan show the nonfinancial corporate goals and link them to market goals?
Does the plan show the comparison of your marketing performance with competitors or the market as a whole?
What is your main marketing asset called?
Does the exec’s performance review involve a quantified review of the main marketing asset and how it has changed?
Has the exec quantified what “success” would look like 5 or 10 years from now?
Does your strategy have quantified milestones to indicate progress toward that success?
Are the marketing performance indicators seen by the exec aligned with these milestones?
What opportunities and/or threats derive from the firm’s present and future environment; that is, what demographic, social, technological, political, economic, and natural trends are significant? How will these trends affect the firm’s target markets, competitors, suppliers, and channel
How logical are the company’s objectives, given the more significant opportunities/ threats and its relative resources? How valid is the firm’s strategy, given the anticipated environment, including the actions of competitors?
Does the firm have adequate and timely information about consumers’ satisfaction with its products? With the actions of competitors? With the services of intermediaries? Is the new product development process effective and efficient?
Does the organizational structure fit the evolving needs of the marketplace? Can it handle the planning needed at the individual product/brand level?
How profitable is each of the firm’s products/brands? How effective and efficient is each of its major marketing activities?
How well does the product line meet the line’s objectives? How well do the products/brands meet the needs of the target markets? Does pricing reflect cross-elasticities, experience effects, and relative costs? Is the product readily available? What is the level of retail stockouts? What
MTS Systems Inc. is a relatively small manufacturer of measurement instruments used to monitor and control automated production processes in a number of different industries, such as autos and aerospace. The firm has 12 salespeople, each of whom calls on companies in a particular industry.While the
What specific types of information would have to be collected and evaluated in order to implement the system you outlined in your answer to question 1? What sources could be used to obtain each necessary type of information?
After finishing your report, including the types of information needed (see question 2), you decide to develop a dashboard of performance metrics to be used by the top management team to evaluate the drivers of the firm’s success. These measures would be used with the system you recommended.
You are a marketing manager in an SBU of a large consumer food manufacturer. The SBU’s general manager has asked you to conduct a marketing audit of the SBU as a basis for evaluating its strategic and operations strengths and weaknesses. What issues or areas of concern should be covered by your

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Marketing Strategy A Decision Focused Approach 8th Edition Orville Walker, John Mullins - Solutions

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