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business
marketing management

Questions and Answers of Marketing Management

How is Pret A Manger using ‘mystery shopping’ as a way of controlling the marketing effort?
per cent of the sales). What is the reason for that?
Pret A Manger is using very little on advertising and promotion (under
How would you define the target market of Pret A Manger?
What is the globalisation potential for orabrush’s product and communication strategy?
How are the social media integrated into the overall marketing strategy?
What are the main reasons for orabrush’s success?
How will the new IT platforms, e.g. the smartphone, change the structure of the marketer’s distribution channels?
What is the idea behind ‘mystery shopping’ in retailing?
Would you also recommend that Bosch build relationships with the end customer? If yes, which target group should they focus on?
Which of the two distribution set-ups should Bosch focus on most?
As a supplier of the Indego, how should Bosch’s approaches differ in the two types of distribution in Figure 3?
List three aspects of product line pricing.
What is umbrella pricing?
What are skimming and penetration pricing?
What should Harley-Davidson do to improve its market share in Europe?
Should Harley-Davidson alter its price, given that there are strong price pressures from rivals?
Describe Harley-Davidson’s general pricing strategy.What does the company’s positioning have to do with its pricing strategy?
years?
What are the main reasons for Harley-Davidson’s enormous success over the last
Discuss the decision to add or drop products to or from the product line in existing markets.
Identify the major barriers to developing brands.
When BAT is starting up its international expansion of Vype, would you suggest a standardised or differentiated product strategy across the target international markets?
How should BAT’s future product strategy in e-cigarettes be differentiated from the other e-cigarettes manufacturers?
Is it a wise decision for BAT to launch Vype? Why/why not?
Describe the different stages in KAM.
What are the motives for entering KAM?
Is key account management (KAM) relevant to use for Dassault Falcon? If yes, how?
Please explain how Dassault Falcon can benefit from a collaboration with a complementor or (in)direct competitor.
Please explain which relationships in the total value chain would be most important for Dassault Falcon to focus on.
Which future alliance partners would it be relevant for YouthAIDS to cooperate with?
What do you think about the YouthAIDS campaigns in Africa, including the message about sexual abstinence?Is that going to be successful? Discuss the pros and cons.
How are these competences utilised in YouthAIDs’ alliances?
What have been the key competences of YouthAIDS since it started in 2001?
What stages are involved in identifying market segments?
Please suggest a STP approach that would lead to the introduction of leGo Friends.
Was it a good idea to launch leGo Friends? Why/why not?
How would you segment the toys market, especially seen from the general leGo perspective?
Why is it important to involve suppliers in product development?
SBUs, as shown in the table below:(a) Prepare the BCG (Boston Consulting Group) matrix for Ajax’s SBUs.(b) What are the strategic implications of Ajax’s BCG matrix?(c) What are the general
The Ajax company has
What is the purpose of a SWOT analysis?
Should red Bull counteract US competitor Monster’s new marketing initiatives? If yes, what should red Bull do in response?
Was it a wise decision of red Bull to:– launch red Bull Cola?– launch red Bull Cola and red Bull Energy Shots in many markets at the same time?
Prepare a SWoT analysis for red Bull.
per cent. Discuss how a buyer–supplier relationship might create these costs savings.
Some consulting companies argue that by properly incorporating suppliers in the product development process, firms can cut the cost of purchased parts and materials by as much as
In which end-user application market should ArM strengthen its relationships to potential partners, and how?
What are the strengths and the weaknesses of ArM’s business model compared with Intel?
Explain the role of ArM as a supplier in the ‘chip’ value chain.
How would you design a CI system?
What are the major sources of competitor intelligence?
What is the difference between Generations X and Y?
What are the main influences on the B2B decision process in order to increase the advertising generated revenue?
Describe the main stages in the consumers’ buying process, ending up with a paying subscriber of Spotify’s music streaming.
What are the main elements of Spotify’s competitive advantage? Do you think that Spotify has real core competences, which are more powerful than competitors’competences?
What would be the main reasons why Müller is using a joint venture solution with PepsiCo (Quaker) for the US market?
What would be the most important external factors that would influence Müller’s future sales of yogurts in the United States?
In which situations should a firm consider outsourcing its activities?
What do you think nintendo’s chances are of creating a new ‘blue ocean’ with Wii u?
Move?
What are the competitive advantages of Microsoft’s Xbox Kinect and Sony’s PlayStation
Discuss and evaluate the pros and cons for Anders Holch Andersen Povlsen and Bestseller, regarding the investments in Zalando and Asos.
countries. End up with a ranking list of the three most attractive countries.
Discuss and evaluate the criteria that you would you use for Zalando’s selection of new markets outside its current
How would you explain and evaluate the value creation and value capture of Zalando?
Compare and evaluate Zalando’s and Asos’ key competitive advantages and strategies in the world online apparel market.
Is the value chain also a relevant model for services?
What is the purpose of the value chain?
What is the connection between the RBV and the RM approach?
Explain the differences between the RBV, the MOV and the VBV.
What are the barriers for entering Western markets with Tata nano?
What could be the main reasons for Tata Motors entering the global small-car market?
Recently Hunter has added outerwear (leather footwear and handbags) to their international product range.What are the pros and cons of extending the product range in this way? Should Hunter Boots Ltd
What are the main reasons for the recent international marketing success of the Hunter Boots?
How does an RM strategy differ from a TM strategy?
3. NAPLCO (North American Phillips Lighting Corporation) wanted to put Norelco bulbs on supermarket shelves as a third national brand (GE had 60 percent of the market and Westinghouse had 20 percent
2. A large manufacturer of industrial equipment has a salesperson assigned to each major city. Regional sales managers supervise the sales representatives in several cities. The chief marketing
■ How can companies exploit the marketing potential of public relations and publicity?
■ What explains the growing use of sales promotion, and how are sales-promotion decisions made?
■ How can channel conflict be managed?
■ What trends are taking place in channel dynamics?
■ What decisions do companies face in designing, managing, evaluating, and modifying their channels?
■ What work is performed by marketing channels?
■ When should the company initiate a price change, and how should it respond to competitive price changes?
■ How should the price be adapted to meet varying circumstances and opportunities?
■ How should a company price a new good or service?
■ How can goods-producing companies improve their customer support services?
■ How can service firms improve their competitive differentiation, service quality, and productivity?
■ How are services defined and classified?
■ How can packaging and labeling be used as marketing tools?
■ How can a company make better brand decisions?
■ What are the characteristics of products?
■ How can a company choose and communicate an effective positioning in the market?
■ What factors affect the rate at which consumers adopt new products?
■ What are the main stages in developing new products, and how can they be better managed?
■ What challenges does a company face in developing and introducing new products?
■ What targeting strategies can a company use to select and enter the most attractive market segments?
■ How can a company use mass customization to effectively meet the needs of individual customers?
■ How and why is segmentation applied to consumer and business markets?

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