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business
marketing strategy planning
Questions and Answers of
Marketing Strategy Planning
Is a small company’s flexibility increased or decreased by turning to outside suppliers to produce the products it sells? Explain your thinking.
Give examples of two different ways that a firm’s production capacity might influence a marketing manager’s choice of a marketing strategy.
Could the idea of mass customization be used by a publisher of college textbooks to allow different instructors to order customized teaching materials— perhaps even unique books made up of chapters
A woman with extensive experience in home health care and a good marketing plan has approached a bank for a loan, most of which she has explained she intends to “invest in advertising designed to
Explain, in your own words, why investors in a firm’s stock might be interested in a firm’s marketing manager developing a new growth-oriented strategy. Would it be just as good, from the
An entrepreneur who started a chain of auto service centers to do fast oil changes wants to quickly expand by building new facilities in new markets but doesn’t have enough capital. His financial
Identify some of the ways that a firm can raise money to support a new marketing plan. Give the advantages and limitations—from a marketing manager’s perspective— of each approach.
This problem emphasizes the differences between the full-cost approach and contribution-margin approach to marketing cost analysis. Tapco, Inc., currently sells two products. Sales commissions and
Explain why a marketing audit might be desirable, even in a well-run company. Who or what kind of an organization would be best to conduct a marketing audit? Would a marketing research firm be good?
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
Why is there controversy between the advocates of the full-cost and the contribution-margin approaches to cost analysis?
Most sales forecasting is subject to some error (perhaps 5 to 10 percent). Should we then expect variations in sales performance of 5 to 10 percent above or below quota? If so, how should we treat
Explain the meaning of the comparative performance and comparative cost data in Exhibits 18-3 and 18-4. Why does it appear that eliminating sales areas D and E would be profit able?
Carefully explain what the iceberg principle should mean to the marketing manager.
Distinguish between a sales analysis and a performance analysis.
Various breakdowns can be used for sales analysis depending on the nature of the company and its products. Describe a situation (one for each) where each of the fol lowing brea k downs would yield
Should marketing managers leave it to the accountants to develop reports that the marketing manager will use to improve implementation and control? Why or why not?
Give an example of how a firm has used information technology to improve its marketing implementation and do a better job of meeting your needs.
This problem lets you see the dynamics of break-even analysis. The starting values (costs, revenues, etc.) for this problem are from the break-even analysis example in this chapter (see Exhibit
Is a full-line pricing policy available only to producers? Cite local examples of full-line pricing. Why is full-line pricing important?
How does a prestige pricing policy fit into a marketing mix? Would exclusive distribution be necessary?
Cite a local example of psychological pricing and evaluate whether it makes sense.
Distinguish between leader pricing and bait pricing. What do they have in common? How can their use affect a marketing mix?
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
Relate the concept of stock turnover to the growth of mass-merchandising. Use a simple e x ample in your answer.
A producer distributed its riding lawn mowers through wholesalers and retailers. The retail selling price was $800, and the manufacturing cost to the company was $312. The retail markup was 35
Why do many department stores seek a markup of about 30 percent when some discount houses operate on a 20 percent markup?
Joe Tulkin owns Tulkin Wholesale Co. He sells paper, tape, file folders, and other office supplies to about 120 retailers in nearby cities. His average retailer-customer spends about $900 a month.
Is price discrimination involved if a large oil company sells gasoline to taxicab associations for resale to individual taxicab operators for 2½ cents a gallon less than the price charged to retail
How would our marketing system change if manufacturers were required to set fixed prices on all products sold at retail and all retailers were required to use these prices? Would a manufacturer’s
Would consumers be better off if all nations dropped their antidumping laws? Explain your thinking.
Explain the types of competitive situations that might lead to a meeting-competition pricing policy.
Cite two examples of continuously selling above the market price. Describe the situations.
Give an example of a marketing mix that has a high price level but that you see as a good value. Briefly explain what makes it a good value.
How would a ban on freight absorption (that is, requiring F.O.B. factory pricing) affect a producer with substantial economies of scale in production?
What type of geographic pricing policy is most appropriate for the following products (specify any assumptions necessary to obtain a definite answer): ( a ) a chemical by-product, ( b ) nationally
How can a marketing manager change a firm’s F.O.B. terms to make an otherwise competitive marketing mix more attractive?
Why would a manufacturer offer a rebate instead of lowering the suggested list price?
What are the effective annual interest rates for the following cash discount terms: ( a ) 1/10, net 20; ( b ) 1/5, net 10; and ( c ) net 25?
Are seasonal discounts appropriate in agricultural businesses (which are certainly seasonal)?
How would differences in exchange rates between different countries affect a firm’s decisions concerning the use of flexible-price policies in different foreign markets?
What pricing objective( s ) is a skimming pricing policy most likely implementing? Is the same true for a penetration pricing policy? Which policy is probably most appropriate for each of the fo
Distinguish between one-price and flexible-price policies. Which is most appropriate for a hardware store? Why?
How should the acceptance of a profit-oriented, a sales-oriented, or a status quo–oriented pricing objective affect the development of a company’s marketing strategy? Illustrate for each.
As a community service, disc jockeys from radio station WMKT formed a basketball team to help raise money for local nonprofit organizations. The host organization finds or fields a competing team and
If sales promotion spending continues to grow— often at the expense of media advertis ing—how do you think this might affect the rates charged by mass media for advertising time or space? How do
Why wouldn’t a producer of toothpaste just lower the price of its product rather than offer consumers a price-off coupon?
Indicate the type of sales promotion that a producer might use in each of the following situations and briefly explain your reasons: a. A firm has developed an improved razor blade and obtained
Discuss some ways that a firm can link its sales promotion activities to its advertising and personal selling efforts—so that all of its promotion efforts result in an integrated effort.
Explain why P&G and other consumer packaged goods firms are trying to cut back on some types of sales promotion like coupons for consumers and short-term trade promotions such as “buy a case and
How would your local newspaper be affected if local supermarkets switched their weekly advertising and instead used a service that delivered weekly freestanding ads directly to each home?
Is it unfair to criticize a competitor’s product in an ad? Explain your thinking.
Does advertising cost too much? How can this be measured?
Discuss the future of smaller advertising agencies now that many of the largest are merging to form mega-agencies.
Discuss the use of testimonials in advertising. Which of the four AIDA steps might testimo nials accomplish? Are they suitable for all types of products? If not, for which types are they most
Briefly discuss some of the pros and cons an advertising manager for a producer of sports equipment might want to think about in deciding whether to advertise on the Internet.
Describe the type of media that might be most suitable for promoting: ( a ) tomato soup, ( b ) greeting cards, ( c ) a business component material, and ( d ) playgr ound equipment. Specify any as
What does it mean to say that “money is invested in advertising”? Is all advertising an i n vestment? Illustrate.
Give three examples where advertising to intermediaries might be necessary. What are the objective(s) of such advertising?
List several media that might be effective for reaching consumers in a developing nation with low per capita income and a high level of illiteracy. Briefly discuss the limitations and advantages of
Discuss the relation of advertising objectives to marketing strategy planning and the kinds of advertising actually needed. Illustrate.
Franco Welles, sales manager for Nanek, Inc., is trying to decide whether to pay a sales rep for a new territory with straight commission or a combination plan. He wants to evaluate possible
How would our economy operate if personal salespeople were outlawed? Could the economy work? If so, how? If not, what is the minimum personal selling effort necessary? Could this minimum personal
Are the benefits and limitations of a canned presentation any different if it is supported with a Power- Point presentation or DVD than if it is just a person talking? Why or why not?
Explain how a compensation plan could be developed to provide incentives for experienced salespeople and yet make some provision for trainees who have not yet learned the job.
A firm that produces mixes for cakes, cookies, and other baked items has an incoming toll-free line for customer service calls. The manager of the customer service reps has decided to base about a
Would it make sense for your school to have a person or group whose main job is to handle “customer service” problems? Explain your thinking.
Think about a situation when you or a friend or family member encountered a problem with a purchase and tried to get help from a firm’s customer service representative. Briefly describe the
Discuss the future of the specialty shop if producers place greater emphasis on mass selling because of the inadequacy of retail order-taking.
Discuss the role of the manufacturers’ agent in a marketing manager’s promotion plans. What kind of salesperson is a manufacturers’ agent? What type of compensation plan is used for a
What kind of salesperson (or what blend of the basic sales tasks) is required to sell the following products? If there are several selling jobs in the channel for each product, indicate the kinds of
What strategy decisions are needed in the personal selling area? Why should the marketing manager make these strategy decisions?
Helen Troy, owner of three Sound Haus stereo equipment stores, is deciding what message channel (advertising medium) to use to promote her newest store. Her current promotion blend includes
Discuss the potential conflict among the various promotion managers. How could this be reduced?
If a marketing manager uses the task method to budget for marketing promotions, are competitors’ promotion spending levels ignored? Explain your thinking and give an example that supports your
Discuss how the adoption curve should be used to plan the promotion blend(s) for a new automobile accessory—an electronic radar system that alerts a driver if he or she is about to change lanes
Explain how opinion leaders affect a firm’s promotion planning.
Explain how an understanding of the adoption process would help you develop a promotion blend for digital tape recorders, a new consumer electronics product that produces high-quality recordings.
Would promotion be successful in expanding the general demand for: ( a ) almonds, ( b ) air travel, ( c ) golf clubs, ( d ) walking shoes, ( e ) high-octane unleaded gasoline, ( f ) single-serving,
A small company has developed an innovative new spray-on glass cleaner that prevents the buildup of electrostatic dust on computer screens and TVs. Give examples of some low-cost ways the firm might
What promotion blend would be most appropriate for producers of the following established products? Assume average- to large-sized firms in each case and support your answer. a. Chocolate candy bars.
How can a promotion manager aim a message at a certain target market with electronic media (like the Internet) when the customer initiates the communication? Give an example.
With direct-response promotion, customers provide feedback to marketing communications. How can a marketing manager use this feedback to improve the effectiveness of the overall promotion blend?
Promotion has been the target of considerable criticism. What specific types of promotion are probably the object of this criticism? Give a particular example that illustrates your thinking.
If a company wants its promotion to appeal to a new group of target customers in a foreign country, how can it protect against its communications being misinterpreted?
Discuss the communication process in relation to a producer’s promotion of an accessory product—say, a new electronic security system businesses use to limit access to areas where they store
Relate the three basic promotion objectives to the four jobs (AIDA) of promotion using a specific example.
In your own words, discuss the integrated marketing communications concept. Explain what its emphasis on “consistent” and “complete” messages implies with respect to promotion blends.
Art Glass Productions, a producer of decorative glass gift items, wants to expand into a new territory. Ma n agers at Art Glass know that unit sales in the new territory will be affected by consumer
Discuss the future growth and nature of wholesaling if chains, scrambled merchandising, and the Internet continue to become more important. How will wholesalers have to adjust their mixes? Will
What alternatives does a producer have if it is trying to expand distribution in a foreign market and finds that the best existing merchant wholesalers won’t handle imported products?
Why do you think that many merchant wholesalers handle competing products from different producers, while manufacturers’ agents usually handle only noncompeting products from different producers?
What is an agent wholesaler’s marketing mix?
Why would a manufacturer set up its own sales branches if established wholesalers were already available?
What risks do merchant wholesalers assume by taking title to goods? Is the size of this risk about constant for all merchant wholesalers?
How do you think a retailer of Maytag washing machines would react if Maytag set up a website, sold direct to consumers, and shipped direct from its distribution center? Explain your thinking.
Do wholesalers and retailers need to worry about new-product planning just as a producer needs to have an organized new-product development process? Explain your answer.
Consider the evolution of wholesaling in relation to the evolution of retailing. List several changes that are similar, and several that are fundamentally different.
Discuss how computer systems affect wholesalers’ and retailers’ operations.
Many producers are now seeking new opportunities in international markets. Are the opportunities for international expansion equally good for retailers? Explain your answer.
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