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marketing strategy planning
Basic Marketing A Marketing Strategy Planning Approach 19th edition William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy - Solutions
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, frozen gourmet dinners, and ( g ) bricks? Explain why or why not in each case.
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 effectively promote its product. Be certain to consider both push and pull approaches.
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. b. Car batteries. c. Panty hose. d. Castings for truck engines. e. A special computer used by
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 confidential records.
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 response to the products. But sales will also be affected by which combination of wholesalers and
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 wholesalers be eliminated? If not, what wholesaling functions will be most important? Are there any
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.
What advantages does a retail chain have over a retailer who operates with a single store? Does a small retailer have any advantages in competing against a chain? Explain your answer.
Apply the wheel of retailing theory to your local community. What changes seem likely? Will established retailers see the need for change, or will entirely new firms have to develop?
Discuss a few changes in the market environment that you think help to explain why telephone, mail-order, and Internet retailing have been growing so rapidly.
Distinguish among discount houses, price-cutting by conventional retailers, and mass-merchandising. Forecast the future of low-price selling in food, clothing, and appliances. How will the Internet affect that future?
What sort of a “product” are specialty shops offering? What are the prospects for organizing a chain of specialty shops?
ProtoCompany has been producing various items made of plastic. It recently added a line of plain plastic cards that other firms (such as banks and retail stores) will imprint to produce credit cards. Proto offers its customers the plastic cards in different colors, but they all sell for $40 per box
If a retailer operates only from a website and ships all orders by UPS, is it freed from the logistics issues that face traditional retailers? Explain your thinking.
Clearly differentiate between a warehouse and a distribution center. Explain how a specific product would be handled differently by each.
Discuss the distribution center concept. Is this likely to eliminate the storing function of conventional wholesalers? Is it applicable to all products? If not, cite several examples.
When would a producer or intermediary find it desirable to use a public warehouse rather than a private warehouse? Illustrate, using a specific product or situation.
Indicate the nearest location where you would expect to find large storage facilities. What kinds of products would be stored there? Why are they stored there instead of some other place?
Explain which transportation mode would probably be most suitable for shipping the following goods to a large Los Angeles department store: a. 300 pounds of Maine lobster. b. 15 pounds of screwdrivers from Ohio. c. Three dining room tables from High Point, North Carolina. d. 500 high-fashion
Discuss some of the ways that air transportation can change other aspects of a Place system.
Discuss why economies of scale in transportation might encourage a producer to include a regional merchant wholesaler in the channel of distribution for its consumer product.
Explain the total cost approach and why it may cause conflicts in some firms. Give examples of how conflicts might occur between different departments.
Review the list of factors that affect PD service levels in Exhibit 11-3. Indicate which ones are most likely to be improved by EDI links between a supplier and its customers.
Discuss the problems a supplier might encounter in using a just-in-time delivery sy s tem with a customer in a foreign country.
Explain why a just-in-time delivery system would require a supplier to pay attention to quality control. Give an example to illustrate your points.
Discuss some of the ways computers are being used to improve PD decisions.
Give an example of why it is important for different firms in the supply chain to coordinate logistics activities.
Discuss the types of trade-offs involved in PD costs, service levels, and sales.
Briefly describe a purchase you made where the customer service level had an e f fect on the product you selected or where you purchased it.
Briefly explain which aspects of customer service you think would be most important for a producer that sells fabric to a firm that manufactures furniture.
Explain how adjusting the customer service level could improve a marketing mix. I l lustrate.
Hydropump, Inc., produces and sells high-quality pumps to business customers. Its marketing research shows a growing market for a similar type of pump aimed at final consumers—for use with Jacuzzi-style tubs in home remodeling jobs. Hydropump will have to develop new channels of distribution to
Describe the advantages and disadvantages of the approaches to international market entry discussed in this chapter.
Discuss the promotion a new grocery products producer would need in order to d e velop appropriate channels and move products through those channels. Would the nature of this job change for a new producer of dresses? How about for a new, small producer of installations?
Explain the present legal status of exclusive distribution. Describe a situation where exclusive distribution is almost sure to be legal. Describe the nature and size of competitors and the industry, as well as the nature of the exclusive arrangement. Would this exclusive arrangement be of any
Why would intermediaries want to be exclusive distributors for a product? Why would producers want exclusive distribution? Would intermediaries be equally anxious to get exclusive distribution for any type of product? Why or why not? Explain with reference to the following pro d ucts: candy bars,
How does the nature of the product relate to the degree of market exposure desired?
What would happen if retailer-organized channels (either formally integrated or a d ministered) dominated consumer products marketing?
Find an example of vertical integration within your city. Are there any particular a d vantages to this vertical integration? If so, what are they? If there are no advantages, how do you explain the integration?
Explain how a channel captain can help traditional independent firms compete with a corporate (integrated) channel system.
Give an example of a producer that uses two or more different channels of distribution. Briefly discuss what problems this might cause.
Discuss the Place objectives and distribution arrangements that are appropriate for the following products (indicate any special assumptions you have to make to obtain an answer): a. A postal scale for products weighing up to 2 pounds. b. Children’s toys: (1) radio-controlled model airplanes
Insurance agents are intermediaries who help other members of the channel by providing information and handling the selling function. Does it make sense for an insurance agent to specialize and work exclusively with one insurance provider? Why or why not?
Explain the four regrouping activities with an example from the building supply i n dustry (nails, paint, flooring, plumbing fixtures, etc.). Do you think that many specialists d e velop in this industry, or do producers handle the job themselves? What kinds of marketing channels would you expect
Explain discrepancies of quantity and assortment using the clothing business as an example. How does the application of these concepts change when selling steel to the automobile industry? What impact does this have on the number and kinds of marketing sp e cialists required?
Discuss some reasons why a firm that produces installations might use direct distribution in its domestic market but use intermediaries to reach overseas customers.
Give two examples of service firms that work with other channel specialists to sell their products to final consumers. What marketing functions is the specialist providing in each case?
Review the Dell case at the beginning of the chapter and then discuss the compet i tive advantages that Barnes & Noble would have over a small bookshop. What advantages does a small bookshop have?
AgriChem, Inc., has introduced an innovative new product—a combination fertilizer, weed killer, and insecticide that makes it much easier for soybean farmers to produce a profitable crop. The product introduction was quite successful, with 1 million units sold in the year of introduction. And
What are the major advantages of total quality management as an approach for improving the quality of goods and services? What limitations can you think of?
If a firm offers one of its brands in a number of different countries, would it make sense for one brand manager to be in charge, or would each country require its own brand manager? Explain your thinking.
Discuss how you might use the new-product development process if you were thinking about offering some kind of summer service to residents in a beach resort town.
What is a new product? Illustrate your answer.
What characteristics of a new product will help it to move through the early stages of the product life cycle more quickly? Briefly discuss each characteristic— illustrating with a product of your choice. Indicate how each characteristic might be viewed in some other country.
Discuss the life cycle of a product in terms of its probable impact on a manufacturer’s marketing mix. Illustrate using personal computers.
Explain why individual brands may not follow the product life-cycle pattern. Give an example of a new brand that is not entering the life cycle at the market introduction stage.
Explain how you might reach different conclusions about the correct product life-cycle stage(s) in the worldwide automobile market.
Cite two examples of products that you think are currently in each of the product life-cycle stages. Consider services as well as physical goods.
Explain how industry sales and industry profits behave over the product life cycle.
Wholesteen Dairy, Inc., produces and sells Wholesteen brand condensed milk to grocery retailers. The overall market for condensed milk is fairly flat, and there’s sharp competition among dairies for retailers’ business. Wholesteen’s regular price to retailers is $8.88 a case (24 cans).
For the kinds of business products described in this chapter, complete the following table (be brief, use one or a few well-chosen words). 1. Kind of distribution facility( ies ) needed and functions they will provide. 2. Caliber of salespeople required. 3. Kind of advertising required. Products 2
How do raw materials differ from other business products? Do the differences have any impact on their marketing mixes? If so, what specifically?
What kinds of business products are the following: ( a ) lubricating oil, ( b ) electric motors, and ( c ) a firm that provides landscaping and grass mowing for an apartment complex? Explain your reasoning.
Would you expect to find any wholesalers selling the various types of business products? Are retail stores required (or something like retail stores)?
Explain why a new law office might want to lease furniture rather than buy it.
Cite two examples of business products that require a substantial amount of service in order to be useful.
What kinds of consumer products are the following: ( a ) watches, ( b ) automobiles, and ( c ) toothpastes? Explain your reasoning.
In what types of stores would you expect to find ( a ) convenience products, ( b ) shopping products, ( c ) specialty products, and ( d ) unsought products?
Give an example of a product that is a new unsought product for most people. Briefly explain why it is an unsought product.
How would the marketing mix for a staple convenience product differ from the one for a homogeneous shopping product? How would the mix for a specialty product differ from the mix for a heterogeneous shopping product? Use examples.
Give an example where packaging costs probably ( a ) lower total distribution costs and ( b ) raise total distribution costs.
You operate a small hardware store with emphasis on manufacturer brands and have barely been breaking even. Evaluate the proposal of a large wholesaler that offers a full line of dealer-branded hardware items at substantially lower prices. Specify any assumptions necessary to obtain a definite
What does the degree of brand familiarity imply about previous and future promotion efforts? How does the degree of brand familiarity affect the Place and Price variables?
In the past, Sears emphasized its own dealer brands. Now it is carrying more well-known manufacturer brands. What are the benefits to Sears of carrying more manufacturer brands?
Explain family brands. Should Best Buy carry its own dealer brands to compete with some of the popular manufacturer brands it carries? Explain your reasons.
List five brand names and indicate what product is associated with the brand name. Evaluate the strengths and weaknesses of the brand name.
Suggest an example of a product and a competitive situation where it would not be profitable for a firm to spend large sums of money to establish a brand.
Is a well-known brand valuable only to the owner of the brand?
Is there any difference between a brand name and a trademark? If so, why is this difference important?
Explain some of the different aspects of the customer experience that could be managed to improve customer satisfaction if you were the marketing manager for: ( a ) an airport branch of a rental car agency, ( b ) a fast-food restaurant, ( c ) an online firm selling software directly to consumers
Consumer services tend to be intangible, and goods tend to be tangible. Use an example to explain how the lack of a physical good in a pure service might affect efforts to promote the service.
Identify the determining dimension or dimensions that explain why you bought the specific brand you did in your most recent purchase of a ( a ) soft drink, ( b ) shampoo, ( c ) shirt or blouse, and ( d ) larger, more expensive item, such as a bicycle, camera, or boat. Try to express the determining
What products are being offered by a shop that specializes in bicycles? By a travel agent? By a supermarket? By a new car dealer?
Discuss several ways in which physical goods are different from pure services. Give an example of a good and then an example of a service that illustrates each of the differences.
Texmac, Inc., has an idea for a new type of weaving machine that could replace the machines now used by many textile manufacturers. Texmac has done a telephone survey to estimate how many of the old-style machines are now in use. Respondents using the present machines were also asked if they would
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