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Marketing Real People Real Decisions 2nd European Edition Michael R. Solomon - Solutions
Create a series of at least three different magazine ads for your product, using the appeal you selected. Your ads should have a headline, a visual, and copy to explain your product and to persuade customers to purchase your brand.
Present your ads to your class. Discuss the advertising appeal you selected and explain your ad executions.
What is sales promotion? Explain some of the different types of trade and consumer sales promotions frequently used by marketers.
What is relationship selling? How is it different from transactional selling?
What are some different ways you might approach a customer?Would some work better in one situation or another?
Companies sometimes teach consumers a ‘bad lesson’with the overuse of sales promotion. As a result, consumers expect the product always to be ‘on offer’ or have a rebate available. What are some examples of products where this has occurred? How do you think companies can prevent this?
In general, professional selling has evolved from hard-sell to relationship selling. Is the hard-sell style still used? If so, in what types of organisations? What do you think the future holds for these organisations? Will the hard-sell continue to succeed? Are there instances where transactional
What do you think about the quality of most retail salespeople you come into contact with? What are some ways retailers can improve the quality of their sales associates?
Would training and development needs of salespeople vary depending on how long they have been in the business?Why or why not? Would it be possible (and feasible)to have different training programmes for salespeople who are at different career stages?
What would be the best approach for a sales manager to take in determining the appropriate rewards programme to implement for his or her salespeople? What issues are important when determining the rewards to make available?
Assume that you have just been hired as a field salesperson by a firm that markets university textbooks. As part of your training, your sales manager has asked you to develop an outline of what you will say in a typical sales presentation. Write that outline.
This chapter introduced you to several key success factors sales managers look for when hiring relationship salespeople.Are there other key success factors you can identify for relationship salespeople? Explain why each is important.
With several of your classmates, create a new product in a category that most students buy regularly (for example, toothpaste, shampoo, pens, pencils, soft drinks . . . anything that interests you that might be sold through a supermarket).Make up a new brand name and some creative features and
Develop a plan for executing each of the steps in the creative selling process. Ensure that you cover all the bases of how you would go about selling your product to an organisational buyer at the supermarket for distribution to all their shops.
Report on your plan to your class and ask the other students for feedback on whether or not your approach will convince the buyer to purchase.
What do you gather are some of the most important issues surrounding successful use of CRM?
Pick any two experts featured on the sites and briefly summarise their key messages.
How do you suppose CRM can help link the marketing and sales functions in a firm? Hint: Consider the information needed by both groups, and how that information is collected, analysed and distributed for use.
Assume that you have been hired as a sales manager for a small firm with 20 outside salespeople. Would CRM be useful in such a setting? Why or why not?
Should personal selling be a high priority in the future? Why or why not?
What approach to personal selling would you recommend to be built into the plan? Why do you recommend this approach?
What is the value proposition that EDF is offering?
What kind of consumer-based sales promotions are EDF implementing and why?
What are the implications associated with implementing the above sales promotion?
Could competitors or service providers from other industries look to develop similar offers?
Do you think the promotion can be sustained over a period of time?
How do the wheel of retailing and retail life cycle theories explain the evolution of retailing? How do demographics, technology and globalisation affect the future of retailing?
How are shops classified? Describe the differences in merchandise assortments for supermarkets, speciality shops, discount stores, department stores and hypermarkets.
How is shop positioning strategy like theatre?
What is shop image? Why is it important?
What is meant by atmospherics? How can the elements of atmospherics be used to increase a shop’s success? How are shop personnel a part of shop image?
What are some of the different types of locations? What are their advantages and disadvantages?
The supply chain concept looks at both the inputs of a firm and the means of firms that move the product from the manufacturer to the consumer. Do you think marketers should be concerned with the total supply chain concept? Why or why not?
You have probably heard someone say, ‘The reason products cost so much is because of all the intermediaries’. Do intermediaries increase the cost of products? Would consumers be better off or worse off without intermediaries?
As universities are looking for better ways to satisfy their customers, an area of increasing interest is the distribution of their service, i.e. education. Describe the characteristics of your business school’s channel(s) of distribution. What types of innovative distribution might make sense
The wheel of retailing theory suggests that the normal path for a retailer is to enter the marketplace with lower priced goods and then to increase quality, services and prices. Why do you think this happens? Is it the right path for all retailers? Why or why not?
Department stores in the UK appear to be declining in popularity but remain consumers’ primary place to shop in other countries such as Japan. Why do you think this is so? Are there ways that department stores can turn this trend around?
Assume that you have recently been hired by a firm that manufactures furniture. You feel that marketing should have an input into supplier selection for the firm’s products, but the purchasing department says that should not be a concern for marketing. You need to explain to them the importance
Assume that you are the director of marketing for a firm that manufactures cleaning chemicals. You have traditionally sold these products through manufacturer’s reps and are now considering adding a direct internet channel to your distribution strategy, but you aren’t sure whether this will
As a one-person marketing department for a confectionery manufacturer (your firm makes high-quality, hand-dipped chocolates using only natural ingredients), you are considering making changes in your distribution strategy. Your products have previously been sold through a network of food brokers
Assume that you have recently been given a new marketing assignment by your firm. You are to head up development of a distribution plan for a new product line – a series of do-ityourself instruction DVDs for home gardeners. These DVDs would show consumers how to plant trees, shrubbery and bulbs;
Assume you are a business consultant for a chain of traditional department stores. In recent years, the stores have seen declining revenues as speciality shops and hypermarkets have begun to squeeze the department stores out. The chain has asked you for suggestions on how to increase its
As a university graduate, you and a friend think the career you really would enjoy means being your own boss – you want to start your own business. You feel the future of e-commerce is the place for you to make your fortune. You and your friend are considering two options: (1) a business that
All your life you’ve wanted to be an entrepreneur and to own your own business. Now you’re ready to graduate from university, you’ve decided to open a combination coffee shop and bookshop in a location near your university. You know that to attract both the college student market and other
In your job with a marketing consulting firm, you are often asked to make recommendations for shop location. Your current client is a local caterer that is planning to open a new retail outlet for selling take-away gourmet dinners. You are examining the possible types of locations: a shopping
Assume that you are the director of marketing for a national chain of convenience stores. Your firm has about 200 stores across Europe. The stores are fairly traditional both in design and in the merchandise they carry. Because you want to be proactive in your marketing planning, you are concerned
Describe the path the product takes to get from the producer to you. Draw a model to show each of the steps the product takes. Include as much as you can about transportation, warehousing, materials handling, order processing, stock control and so on.
Select another country in which the same or a similar product is sold. Describe the path the product takes to get from the producer to the customer in that country.
Determine if the differences between the two countries cause differences in price, availability or quality of the product.
Make a presentation to your class on your findings.(B) This project is designed to help you understand how atmospherics play a role in consumers’ perceptions of a shop.
First, select two retail outlets where students at your university are likely to shop. It will be good if you can select two outlets that you feel are quite different in terms of shop image but that sell the same types of products. You might consider two speciality women’s clothing shops, two
Visit each of the shops and write down a detailed description of the atmosphere, i.e. colours, materials used, types of displays, lighting fixtures, product displays, shop personnel and so on.
Survey some of the students in your university. Develop a brief questionnaire asking about the perceptions of the two shops you are studying. You may want to ask about such things as the quality of merchandise, prices, competence and friendliness of the shop personnel, the attitude of management
Develop a report of your findings. Compare the description of the shops with the results of the survey. Attempt to explain how the different elements of the shop atmosphere create each shop’s unique image.
What logistics services does UPS offer its customers?
What does UPS say to convince prospective customers that its services are better than those of the competition?
Describe each retailer’s website. What information is available on each site? How easy was each to navigate? What information did you find interesting and useful on each site? What did you find that you didn’t expect to find at a retailer site? What did you find lacking at each site?
What differences are there for sites that have traditional bricks-and-mortar shops from those that do not? Does the site encourage consumers to visit the physical shop or just to remain an online shopper?
How do the retailers’ websites communicate the image or personality of their shops? How are they alike? How are they different?If you had no information except that available on the web, would you know what types of products are sold; whether the products sold are expensive, prestige products or
What recommendations would you make to each retailer to improve its website?
If you were a marketing executive at Dell, what supply chain options would you suggest in designing a marketing plan beyond the company’s traditional distribution model?
Can Dell successfully coexist in retail store distribution and in distribution through their traditional direct means? Justify your answer.
Assume that your plan recommends Dell become more aggressive in pursuing distribution through shops and other means beyond their traditional direct channel. What intermediaries do you recommend become part of their supply chain? Why?B. The wheel of retailing suggests that new retailers enter the
What retailing strategies do you recommend for the new retailer for their first two years in business – what merchandise, what shop image and what location(s)?
What long-term retailing strategies do you recommend?
What decisions was Wal-Mart faced with after entering the German market?
What aspects of culture need to be considered when moving to international markets?
What changes could Wal-Mart have made when entering the German retail market to ensure success and why?
What role does market research play when moving a business internationally?
If you were responsible for establishing a retail outlet overseas, which factors would you consider to be the most important?
What is behavioural segmentation?
List the criteria used for determining whether a segment may be a good candidate for targeting.
Explain undifferentiated, differentiated, concentrated and customised marketing strategies. What is mass customisation?
What is product positioning? Describe the three approaches that marketers use to create product positions.
What is CRM? How do firms practise CRM?
Explain the concepts of share of customer, lifetime value of a customer and customer equity.
One of the criteria for a usable market segment is its size.This chapter suggested that to be usable, a segment must be large enough to be profitable now and in the future and that some very small segments get ignored because they can never be profitable. So, how large should a segment be? How do
Customer relationship management (CRM) focuses on share of customer, lifetime value of the customer, customer equity and high-value customers. What do you think are some problems with replacing earlier concepts such as share of market with these concepts?
Assume that a firm has hired you to develop a marketing plan for a small regional brewery. In the past, the brewery has simply produced and sold a single beer brand to the entire market – a mass-marketing strategy. As you begin work, you feel that the firm could be more successful if it developed
As the marketing director for a company that is planning to enter the business-to-business market for photocopy machines, you are attempting to develop an overall marketing strategy. You have considered the possibility of using mass marketing, concentrated marketing, differentiated marketing and
As an account executive for a marketing consulting firm, your newest client is a university – your university. You have been asked to develop a positioning strategy for the university.With a group of classmates, develop an outline of your ideas, including the following:a. Who are your
Assume that a firm hires you as marketing manager for a chain of bookshops. You feel that the firm should develop a CRM strategy.Outline the steps you would take in developing that strategy.
Gather ideas about different dimensions useful for segmenting the women’s beauty products market. You may use your own ideas, but you probably will also want to examine advertising and other marketing communications developed by different beauty care brands.
Based on the dimensions for market segmentation that you have identified, develop a questionnaire and conduct a survey of consumers. You will have to decide which questions should be asked and which consumers should be surveyed.
Analyse the data from your research and identify the different potential segments.
Develop segment profiles that describe each potential segment.
Generate several ideas for how the marketing strategy might be different for each segment based on the profiles.Develop a presentation (or write a report) outlining your ideas, your research findings and your marketing strategy.
How does &samhoud segment its customer base?
Look closely at the services offered by &samhoud and identify which particular businesses it aims to target.
What market segmentation approaches do you believe are most relevant for your chosen product given the type of product it is? Why do you recommend these over other possible approaches?
Describe the top three target markets for the product you selected. What makes these particular targets so attractive?
From your review of the website as well as your knowledge of the product, write out a positioning statement for the product.Keep it to a few sentences; start out with ‘Product X is positioned as . . .’
In what ways could CRM help the company conduct successful target marketing and positioning of the product?
What is/are the decision(s) facing PizzaExpress?
What factors are important in understanding these decisions?
Which types of segmentation and targeting strategies are PizzaExpress implementing in this case?
What suggestion(s) for a health conscious product do you recommend?
What steps should be followed to implement your suggestion?
Why might a company decide to expand a product range?What are some reasons for contracting a product range?Why do many firms have a product mix strategy?
What is a national brand? A shop brand? Individual and family brands?
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