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business
marketing management

Questions and Answers of Marketing Management

=+• What technologies should be considered for the launch of the Digitel 1000 PDA?
=+• The selection of distribution channel members should support each part of the value network(chain). How do you think Digitel can avoid conflicts in their selected distribution network?
=+Do you think that this would be wise? Explain your reasoning.
=+• Jill Gilbey has intimated that she wants to move to an integrated demand driven network.
=+• What price adaptations (such as discounts, allowances and promotional pricing) should Digitel include in its marketing plan?
=+• Are PDA customers likely to be price sensitive? What are the implications for your pricing decisions?
=+• What should Digitel’s primary pricing objective be? Explain your reasoning.
=+• Assume that the most promising idea tests well. Now develop a marketing strategy for introducing it, including: a description of the target market; the product positioning; the marketing
=+• Develop the most promising idea into a product concept and explain how Digitel can test this concept. What particular dimensions must be tested?
=+• List three new-product ideas that build Digitel’s strengths and the needs of its various target segments. What criteria should Digitel use to screen these ideas?
=+• How can Digitel use packaging and labelling to support its brand image and help its channel partners sell the PDA product more effectively?
=+• Should Digitel use ingredient branding to tout the Linux-based operating system that it says makes its PDA more secure than PDAs based on some other operating systems?
=+• Which aspect of product differentiation would be most valuable in setting Digitel apart from competitors, and why?
=+• In which stage of its evolution does the PDA market appear to be? What does this mean for Digitel’s marketing plans?
=+• Knowing the stage of Digitel’s PDA in the product life-cycle, what are the implications for pricing, promotion, and distribution?
=+• In a sentence or two, what is an appropriate positioning statement for the Digitel 1000 PDA?
=+• Should Digitel add a brand for its second product or retain the Digitel name?
=+• How can Digitel sum up its brand promise for the new PDA?
=+• What brand elements would be most useful for differentiating the Digitel brand from competing brands?
=+• To which customer touch points should Digitel pay particularly close attention, and why?
=+• How (and how often) should Digitel monitor customer satisfaction?
=+• Should Digitel pursue full market coverage, market specialisation, product specialisation, selective specialisation, or single-segment concentration? Why?
=+Should Digitel market to one consumer customer segment and one business consumer segment or target more than one in each market? Why?
=+• How can Digitel evaluate the attractiveness of each identified segment?
=+• Which variables should Digitel use to segment its consumer and business markets?
=+• As a start-up company, what competitive strategy would be most effective as Digitel introduces its first product?
=+• Should Digitel select a class of competitor to attack on the basis of strength versus weakness, closeness versus distance, or good versus bad? Why is this appropriate in the PDA market?
=+• What factors will you use to determine Digitel’s strategic group?
=+• Would demand for PDAs among corporate buyers tend to be inelastic? What are the implications for Digitel’s marketing plan?
=+• What type of purchase would a Digitel PDA represent for these businesses? Who would participate in and influence this type of purchase?
=+• What types of businesses appear to fit Gilbey’s market definition? How can you research the number of employees and find other data about these types of businesses?
=+• What marketing activities should Digitel plan to coincide with each stage of the customer buying process?
=+• Which aspects of customer behaviour should Digitel’s marketing plan emphasise and why?
=+What research tools would help you better understand the effect on buyer attitudes and behaviour?
=+• What cultural, social and personal factors are likely to most influence customer purchasing of PDAs?
=+• Recommend three specific marketing metrics for Digitel to apply in determining marketing effectiveness and efficiency
=+ Identify at least two sources (online or offline), describe what you plan to draw from each source, and indicate how the data would be useful for Digitel’s marketing planning.
=+• Where can you find suitable secondary data about total demand for PDAs over the next two years?
=+• What surveys, focus groups, observation, behavioural data, or experiments will Digitel need to support its marketing strategy? Be specific about the questions or issues that Digitel needs to
=+• How might the rapid pace of technological change alter Digitel’s competitive position?
=+• What economic trends might influence buyer behaviour in Digitel’s targeted segments?
=+• What demographic changes are likely to affect Digitel’s targeted segments?
=+• How can Digitel use ICT to boost its promotional activities?
=+• How might Digitel use ICT to gain a competitive advantage in advertising activity?
=+• How can Digitel best use ICT in its market research activity?
=+• Which of Porter’s generic competitive strategies would you recommend Digitel follow in formulating overall strategy?
=+• In what markets (consumer and business) should Digitel operate?
=+• What should Digitel’s mission be?
=+What metrics should be used in relation to what companies and in relation to what activities?
=+What marketing activities need to be measured? Why? Which ones do not?
=+6 What is a marketing dashboard?
=+5 What metrics do companies use?
=+4 What are the key marketing metrics?
=+3 What are useful marketing metrics?
=+1 What are marketing metrics?
=+Do you ever buy or not buy products or services from a company because of its environmental policies or programmes? Why or why not?
=+How does cause or corporate societal marketing affect your personal consumer behaviour?
=+ managers to guide the field sales representatives?
=+Are there enough (or too many) sales
=+ Is the sales force organised along the proper principles of specialisation (territory, market, product)?
=+Are they sound? Is the right amount being communications spent on advertising?
=+D. Marketing What are the organisation’s advertising objectives?
=+B. Price What are the company’s pricing objectives, policies, strategies and procedures?
=+5 How does the advertisement make you feel?
=+4 What works well in the advertisement and what works poorly?
=+3 How likely is it that this advertisement will influence you to undertake the action?
=+1 What is the main message you get from this advertisement?
=+6 Is the market offering easily identified?
=+5 Is the advertisement easy to read and follow?
=+4 Does the first line of the copy support or explain the headline and illustration?
=+what the advertisement is all about?
=+1 Is the message clear at a glance? Can you quickly tell
=+8 How can sales people improve their selling, negotiating and relationship marketing skills?
=+7 What decisions do companies face in designing and managing a sales force?
=+6 How can companies practise effective interactive marketing?
=+5 How can companies integrate direct marketing for competitive advantage?
=+4 How can companies exploit the potential of public relations and publicity?
=+3 What are the guidelines for effective brandbuilding events and experiences?
=+1 What steps are required in developing an advertising programme?
=+Pick a brand and go to its website. Locate as many forms of communication as you can find. Conduct an informal communications audit. What do you notice? How consistent are the different
=+5 What is an integrated marketing communications programme?
=+4 What is the marketing communications mix and how should it be set?
=+3 What are the major steps in developing effective marketing communications?
=+Discuss a blueprint for the service process for a service you are familiar with. Explore the level of variability and accommodation you will allow within the service process desig
=+• Does this stop impulse purchases, which are a core part of any supermarket’s revenues? Recognising that much of the service process is going online demands that marketers understand and
=+• What are the costs connected with this level of service process – the ‘picking’ and the delivery carried out by the company?
=+• How does this affect the overall marketing operation?
=+4 What are the issues in creating and managing the physical evidence and service experience environment?
=+3 What are the challenges for managing technologies and particularly self-service technologies within the service process?
=+2 What are the people management issues (both staff and consumers)during the service process?
=+1 How is the service process designed and managed?
=+Pretend that you are marketing manager for a fast-moving consumer goods company based in Estonia with a large network of suppliers and distributors throughout Europe and Asia. What are the major
=+5 What are the impacts of digital/information and communication technologies?
=+4 What are the challenges of managing distribution channels?
=+3 How can marketers select channels members?
=+2 How should marketers design supply networks and channels of distribution?
=+1 What are supply networks and channels of distribution?
=+Think of the various pricing methods described in this chapter –mark-up pricing, target-return pricing, perceived-value pricing, value pricing, going-rate pricing and auction-type pricing.As a
=+3 How should a company adapt prices to meet varying circumstances and opportunities?
=+2 How should a company initially set prices for products or services?

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