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marketing management

Questions and Answers of Marketing Management

6. What is the meaning of relative market share in the BCG model?
7. The Ajax company has 4 SBUs, as shown in the table below:
8. What are the advantages and disadvantages of using portfolio models in strategic marketing planning?
9. What is the purpose of integrating supplier portfolio models in marketing planning?
10. Why is it important to involve suppliers in product development? SBU AJAX SBU MARKET SHARE (%) LARGEST COMPETITOR'S MARKET SHARE (%) MARKET GROWTH DOLLAR SALES ($ MILLIONS) RATE (%) A 30 10 8 5.0
1. Why is a product placement often more effective than a television commercial? Tequila Avión is a company created in 2009 by Ken Austin and Kenny Dichter aiming at producing, promoting and
2. What is the target group and the main ‘message’ in the Tequila Avión commercial? Tequila Avión is a company created in 2009 by Ken Austin and Kenny Dichter aiming at producing, promoting and
3. Why is it a good idea to hand over the distribution of Tequila Avión to Pernod Ricard? Tequila Avión is a company created in 2009 by Ken Austin and Kenny Dichter aiming at producing, promoting
1. Please explain which relationships in the total value chain would be most important for Dassault Falcon to focus on. Dassault Aviation is a French aircraft manufacturer of military, regional and
2. Please explain how Dassault Falcon can benefit from a collaboration with a complementor or (in)direct competitor. Dassault Aviation is a French aircraft manufacturer of military, regional and
3. Is key account management (KAM) relevant to use for Dassault Falcon? If yes, how? Dassault Aviation is a French aircraft manufacturer of military, regional and business jets, a subsidiary of
1. Identify the measures that can be used to encourage long-term relationships with customers.
2. What specific segmentation criteria could be used to categorise different loyalty segments?
3. Evaluate the strengths and weaknesses of frequent user programmes.
4. What are the arguments for spending money to keep existing customers loyal (customer retention)?
5. Put the arguments for and against the statement that ‘the customer is always right’.
6. What are the motives for entering KAM?
7. Describe the different stages in KAM.
8. What is the purpose of implementing a customer complaint management system?
1. Describe Harley-Davidson’s general pricing strategy.What does the company’s positioning have to do with its pricing strategy? Harley-Davidson’s mission statement is: ‘We fulfil dreams
2. Should Harley-Davidson alter its price, given that there are strong price pressures from rivals? Harley-Davidson’s mission statement is: ‘We fulfil dreams through the experience of
3. What should Harley-Davidson do to improve its market share in Europe – given the new EU tariffs?Has HD made the right decision to move production to new international facilities?
1. What is value-based pricing? How does it differ from cost-based pricing?
2.a. What does the economist contribute to the pricing decision?b. What does the accountant contribute to the pricing decision?
3. What are skimming and penetration pricing?
4. What is umbrella pricing?
5. List three aspects of product line pricing.
6. Why is cost-based pricing particularly problematic in service industries?
7. How does competition affect a company’s prices? Briefly describe a major competitor-based pricing approach.
8. Many firms enter a market as price leaders, but they end up dominating the bottom end of the market. What could be the reasons for this change?
8. To what general criteria should ‘good’ marketing objectives conform?
6. Discuss the benefits gained by adopting a matrix organisational structure.
5. What is meant by performance indicators? What are they? Why does a firm need them?
4. Discuss why firms need marketing controls.
3. How can a firm increase CLTV?
2. Why is it important to consider customer lifetime value (CLTV)?
1. Why is customer profitability sometimes a better unit of measurement than market profitability?
3. Which ‘metrics’ would you recommend to use, when measuring the communication and financial effects of using ‘Helena Christensen’ as an celebrity endorser for Huawei P20 Pro? Huawei
2. Please select ‘Promotion’ / ‘Communication’ as one of the four “Ps” from the marketing mix and argue how it should be designed for the worldwide introduction of the new Huawei P20 Pro.
1. Please discuss and evaluate Huawei’s key competitive advantages in the smartphone market Huawei Technologies Co Ltd (in the following called‘Huawei’) is the world’s largest telecom
5. Discuss the pros and cons of standardising the marketing management process. Is a standardised process of more benefit to a company pursuing a national market strategy or a global market strategy?
4. What are the main criteria for the successful implementation of a marketing plan?
3. What are the principal decisions to be made when preparing the marketing plan?
2. What is a marketing audit and what is the purpose of it?
1. Discuss the considerations involved in deciding marketing objectives.
4. How should the combined DJI M600 Pro & Hasselblad H6D-100c product (with a min. price of$30,000) be marketed A Chinese ‘born global’ is dominating the world market for drones with its Phantom
3. Prepare a marketing plan for DJI its new potential blockbuster product, Mavic Air, with the purpose of defending DJI’s overall world market share in a market with increasing competition? A
2. What are the main reasons for Chinese manufacturers’and especially DJI’s competitiveness in the drone market? A Chinese ‘born global’ is dominating the world market for drones with its
1. What are the main differences in the customers’needs and values in the consumer (retail) and commercial (professional) drone market? A Chinese ‘born global’ is dominating the world market
5. Explain some of the problems that Pret A Manger experienced when they established the first restau- rant in New York. Pret A Manger Holdings (based in London) operates a quick-service restaurant
4. How would you characterise the International marke- ting strategy of Pret A Manger? Standardisation or localisation? Pret A Manger Holdings (based in London) operates a quick-service restaurant
3. How is Pret A Manger using 'mystery shopping' as a way of controlling the marketing effort? Pret A Manger Holdings (based in London) operates a quick-service restaurant chain with about 330
2. Pret A Manger is using very little on advertising and promotion (under 5 per cent of the sales). What is the reason for that? Pret A Manger Holdings (based in London) operates a quick-service
1. How would you define the target market of Pret A Manger? Pret A Manger Holdings (based in London) operates a quick-service restaurant chain with about 330 sandwich restaurants in the UK, the US
6. Explain how personal selling may differ overseas from how it is used in the home market.
5. Why do more companies not standardise advertising messages worldwide?Identify the environmental constraints that act as barriers to the development and implementation of standardised global
2. What are the implications of one-to-one marketing for the communications strategy of a firm?
1. What is the difference between ‘mass customisation’ and ‘one-to-one marketing’?
3. What is the globalisation potential for Orabrush’s product and communication strategy under DenTek? (On www.youtube.com/orabrush you can watch all the videos referred to in this
2. How are the social media integrated into the overall marketing strategy? (On www.youtube.com/orabrush you can watch all the videos referred to in this case.)Introduction There are billions of
1. What are the main reasons for Orabrush’s success? (On www.youtube.com/orabrush you can watch all the videos referred to in this case.)Introduction There are billions of bacteria on our tongue.
10. What services would the manufacturer like to receive from the retailer?
7. Discuss the reasons why many exporters make extensive use of the services of freight forwarders.
6. Why is physical distribution important to the success of global marketing?
5. What is the idea behind ‘mystery shopping’ in retailing?
4. When would it be feasible and advisable for a company to centralise the coordination of its foreign market distribution systems? When would decentralisation be more appropriate?
3. In attempting to optimise marketing channel performance, which of the following should a marketer emphasise: training, motivation or compensation? Why?
1. Discuss current distribution trends in world markets.
4. Sources: based on www.bosch-pt.co.uk/gardentools/;www.husqvarna.com; other public sources Before the traditional lawnmower, people used scythes to out the grass. In 1827 the English engineer Edwin
3. Would you also recommend that Bosch build relationships with the end customer? If yes, which target group should they focus on? Before the traditional lawnmower, people used scythes to out the
2. Which of the two distribution set-ups should Bosch focus on most? Before the traditional lawnmower, people used scythes to out the grass. In 1827 the English engineer Edwin Beard Budding invented
1. As a supplier of the Indego, how should Bosch’s approaches differ in the two types of distribution in Figure 2. Before the traditional lawnmower, people used scythes to out the grass. In 1827
12. What are the characteristics of a good international brand name?
11. Why should customer-service levels differ internationally? Is it, for example, ethical to offer a lower customer-service level in developing countries than in industrialised countries?
10. Discuss the decision to add or drop products to or from the product line in existing markets.
9. Identify the major barriers to developing brands.
6. When is it appropriate to use multiple brands in (a) a single market and (b) several markets/countries?
5. Discuss the factors that need to be taken into account when making packaging decisions for a firm’s products.
2. What implications does the product life cycle theory have for product development strategy?
1. How would you distinguish between services and products? What are the main implications of this difference for the marketing of services?
4. What implications would Facebook’s entry into the dating app market have for Tinder’s future strategy? One of the world’s oldest professions is matchmaking, and the given role of technology
3. What are the pros and cons of Match Group’s current product portfolio strategy, having different apps, which cover the same basic needs? Based on this, what are the implications for Match
2. What are the key competitive advantages of Tinder versus Badoo? One of the world’s oldest professions is matchmaking, and the given role of technology in today’s world, it’s no surprise that
1. Why is Tinder such a successful brand? One of the world’s oldest professions is matchmaking, and the given role of technology in today’s world, it’s no surprise that the industry is booming.
3. What aspects of ethical behaviour are important to consider in building marketing relationships?
2. List the most important ethical issues to consider in preparing a marketing strategy.
1. What role do you think cultural differences play in ethical standards?
4. Which future alliance partners would it be relevant for YouthAIDS to cooperate with? As an education and prevention programme of PSI(Population Services International, www.psi.org), YouthAIDS is a
3. 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. As an education and prevention
2. How are these competences utilised in YouthAIDs’alliances? As an education and prevention programme of PSI(Population Services International, www.psi.org), YouthAIDS is a social marketing
1. What have been the key competences of YouthAIDS since it started in 2001? As an education and prevention programme of PSI(Population Services International, www.psi.org), YouthAIDS is a social
6. Explain the idea of positioning and why products are repositioned periodically
5. Which variables or descriptors might be most appropriate for segmenting the market for the following products and services? Explain your reasoning.a. breakfast cerealsb. personal computers (PCs)c.
4. Can market segmentation be taken too far? What are the potential disadvantages of over-segmenting a market? What strategy might a firm pursue when it believes that the market has been broken into
3. Is market segmentation always a good idea? Under which conditions, if any, might segmentation be unnecessary or unwise?
2. What stages are involved in identifying market segments?
1. What benefits are to be gained from market segmentation, as opposed to treating the market as a single entity?
3. Please suggest a STP approach that would lead to the introduction of LEGO Friends. LEGO (www.lego.com) is now the second largest toymaker globally after Mattel, with total revenues in 2017 of DKK
2. Was it a good idea to launch LEGO Friends? Why/why not? LEGO (www.lego.com) is now the second largest toymaker globally after Mattel, with total revenues in 2017 of DKK 35.0 billion (€4.7
1. How would you segment the toys market, especially seen from the general LEGO perspective? LEGO (www.lego.com) is now the second largest toymaker globally after Mattel, with total revenues in 2017

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