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business
marketing strategy planning
Marketing Planning: Strategy, Environment And Context 1st Edition Blythe, Jim;Megicks, Phil - Solutions
‘ Describe what is meant by positioning.
‘ Explain the elements of perception.
5 Why might the company seek to expand by acquisition rather than expand organically?
4 What positives might there be for the company’s railway-building business?
3 Why does the company not target house building?
2 What strengths does the company bring to construction of airports?
1 Why has Balfour Beatty targeted the underground railway business?
5 What are the dangers of targeting marginal segments?
4 What are the problems of extending the brand to new segments?
3 Why do firms need to target multiple segments?
2 Why is there no need for a product if there is no competition?
1 What defines whether a segment is accessible or not?
‘ Describe the advantages and difficulties of targeting marginal segments.
‘ Explain some of the problems of targeting more than one segment.
‘ Explain why firms need to target more than one segment.
‘ Explain how competition relates to assessing a target market.
‘ Understand how risk can be assessed when selecting targets.
‘ Assess which segments are worth targeting.
5 What is the purpose of providing internal flights from both BMI Regional and BMI Baby?
4 Why operate from so many regional airports?
3 Why offer a separate business class?
2 What are the implications of operating BMI Baby as a separate brand?
1 How does the airline market segment?
5 What are the main problems in segmenting global markets?
4 How might a company identify savvy consumers?
3 Why is segmentation by age or by gender unreliable?
2 How can a priori segmentation be carried out?
1 Why is a single segmentation base insufficient?
4 Disabled and infirm gardeners (behavioural, psychographic and situational factors).
3 Well-off older people with large gardens (age, wealth, situational and behavioural factors).
2 Women with money to spend on their hobby (wealth, gender, behavioural and psychographic variables).
1 Time-constrained younger men looking for a quick solution (behavioural, gender, age and situational factors involved).
3 Psychographic. People who see the garden as another household chore, versus those who see gardening as a hobby.
2 Demographic. Able-bodied versus disabled, gender, age, wealth (wealthier people tend to have larger gardens, for example).
1 Behavioural. People who spend time on gardening, versus those who do not.
‘ Describe the nested approach to segmentation in business-to-business markets.
‘ Explain the role of behaviour in segmentation.
‘ Explain why some segmentation bases are unreliable.
‘ Explain the difference between a priori and a posteriori segmentation.
‘ Describe the main bases for segmenting markets, and identify some sub-bases.
5 Why would Shone want to develop a special park dedicated to Indy caravans?
4 What is the role of price in the company’s thinking?
3 At what level of segmentation is Boutique Caravans operating?
2 How does the caravan market appear to segment?
1 How might Boutique Caravans define its served market?
5 How might a company calculate the size of the served market?
4 What are the problems in using matrix models for portfolio management?
3 Why might a company target an unprofitable segment?
2 Why is mass marketing unlikely to be a successful strategy?
1 What is the relationship between price and customisation?
‘ Explain the integration of the marketing mix in developing strategy.
‘ Describe the strategic functions of pricing.
‘ Explain the components of product strategy.
‘ Describe the difference between strategic value of a segment and tactical value, and evaluate the trade-offs between them.
‘ Explain why multiple segmentation bases should be used.
‘ Explain why people are prepared to pay more for a customised product, and why the one-size-fits-all approach rarely works.
‘ Describe the different levels at which segmentation works.
‘ Explain what is meant by the served market and outline its significance in planning.
5 How might AeroMexico best grow its business?
4 Which value disciplines might work best for AeroMexico?
3 Which of Porter’s strategies is AeroMexico following?
2 What model of internationalisation does AeroMexico appear to be following?
1 What are the fundamental problems underlying AeroMexico’s future?
5 How might companies choose between different strategies when trying to close the planning gap?
4 Explain the difference between the stages of development approach and Dunning’s eclectic theory.
3 What are the main benefits of recessions?
2 Why is a combination strategy likely to fail?
1 Why is it often difficult to identify the problems that create the planning gap?
‘ Explain the purpose of SWOT analysis.
‘ Describe the different ways of entering overseas markets.
‘ Explain how recessions can be good for businesses.
‘ Describe value disciplines and explain what is meant by them.
‘ Describe the winning strategies of business – and identify the failing ones.
‘ Describe the basic strategies for developing the business.
‘ Explain what is meant by the planning gap. ‘ Explain the difficulties of identifying underlying problems.
5 What would be the key benefits of adopting English as the official language of the company?
4 What special problems might arise in setting up a decision support system for Iveco?
3 What type of organisation structure should Iveco have?
2 What type of information should Iveco collect to help its decision making?
1 How should Iveco go about conducting an internal audit? What special problems might there be?
5 If an audit is a snapshot, and a decision-support system provides a constant stream of information, how can the one be reconciled with the other?
4 How might an organisation decide the frequency of auditing activities?
3 How might a database be used for audit purposes?
2 How might an internal audit differ in an organismic organisation as opposed to a hierarchical organisation?
1 How might an organisation in the public sector, for example a local authority, carry out an internal audit?
‘ Describe ways of monitoring and auditing strategy.
‘ Show how information systems can be used to encourage customer loyalty.
‘ Explain how information systems can be constructed.
‘ Describe ways of managing change.
‘ Explain the role of organisational culture.
5 What ethical issues affect BAE and how can the company address them?
4 How does environmentalism affect BAE?
3 What types of information should BAE collect via a marketing information system?
2 How might political orientation affect BAE?
1 What would be the result of a PESTEL analysis for BAE? What factors would be included?
5 How might the political orientation of the country affect planning?
4 What are the key factors in developing a marketing information system?
3 How should a company monitor changes in the law relevant to its own operations?
2 How might a company counteract a shadow website?
1 Why does choosing the right model affect analysis of the external environment?
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