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business
marketing management

Questions and Answers of Marketing Management

What marketing activities should Sonic plan to coincide with each stage of the consumer buying process?
What types of businesses appear to fit Melody’s market definition? How can you research the number of employees and find other data about these types of businesses?
What type of purchase would a Sonic smart phone represent for these businesses? Who would participate in and influence this type of purchase?
Would demand for smart phones among corporate buyers tend to be inelastic? What are the implications for Sonic’s marketing plan?
As a start-up company, should Sonic use indirect or direct exporting, licensing, joint ventures, or direct investment to enter the Canadian market next year? To enter other markets? Explain your
If Sonic starts marketing its smart phone in other countries, which of the international product strategies is most appropriate? Why?
Although some components are made in Asia, Sonic’s smart phones will be assembled in Mexico through a contractual arrangement with a local factory. How are country-of-origin perceptions likely to
Which variables should Sonic use to segment its consumer and business markets?
How can Sonic evaluate the attractiveness of each identified segment? Should Sonic market to one consumer segment and one business segment or target more than one in each market?Why?
Should Sonic pursue full-market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? Why?
In a sentence or two, what is an appropriate brand positioning for the Sonic 1000 smart phone?
Create a perceptual map to diagram points-of-parity and points-of-difference between Sonic and its competitors. Are there any opportunities based on your findings?
How can Sonic create differentiation from competitors using emotional branding?
What brand elements would be most useful for differentiating the Sonic brand from competing brands?
How can Sonic sum up its brand promise for the new smart phone?
Should Sonic add a brand for its second product or retain the Sonic name?
List three new-product ideas that build on Sonic’s strengths and the needs of its various target segments. What criteria should Sonic use to screen these ideas?
Develop the most promising idea into a product concept, and explain how Sonic can test this concept. What particular dimensions must be tested?
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 estimated sales,
Which aspect of product differentiation would be most valuable in setting Sonic apart from its competitors, and why?
Should Sonic use ingredient branding to tout the Linux-based operating system that it says makes its smart phone more secure than smart phones based on some other operating systems?
How can Sonic use packaging and labeling to support its brand image and help its channel partners sell the smart-phone product more effectively?
What support services are buyers of smart-phone products likely to want and need?
How can Sonic manage gaps between perceived service and expected service to satisfy customers?
What postsale service arrangements must Sonic make, and how would you expect these to affect customer satisfaction?
What factors will you use to determine Sonic’s strategic group?
Should Sonic 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 smart-phone market?
As a start-up company, what competitive strategy would be most effective as Sonic introduces its first product?
What should Sonic’s primary pricing objective be? Explain your reasoning.
Are smart-phone customers likely to be price sensitive? What are the implications for your pricing decisions?
What price adaptations (such as discounts, allowances, and promotional pricing) should Sonic include in its marketing plan?
Do you agree with Jane Melody’s decision to use a push strategy for the new product? Explain your reasoning.
How many channel levels are appropriate for Sonic’s targeted consumer and business segments?
In determining the number of channel members, should you use exclusive, selective, or intensive distribution? Why?
What types of retailers would be most appropriate for distributing Sonic’s smart phone? What are the advantages and disadvantages of selling through these types of retailers?
What role should wholesalers play in Sonic’s distribution strategy? Why?
What market-logistics issues must Sonic consider for the launch of its first smart phone?
What communications objectives are appropriate for Sonic’s initial campaign?
How can Sonic use personal communications channels to influence its target audience?
Which communication tools would you recommend using after Sonic’s initial product has been in the market for six months? Why?
Once Sonic begins to use consumer advertising, what goals would be appropriate?
Should Sonic continue consumer and trade sales promotion after the new product has been in the market for six months? Explain your reasoning.
Jane Melody wants you to recommend an event sponsorship possibility that would be appropriate for the new-product campaign. What type of event would you suggest, and what objectives would you set for
How should Sonic use word of mouth to generate brand awareness and encourage potential buyers to visit retailers to see the new smart phone in person?
Which social media platforms and networks should Sonic pursue based on their target audiences? Explain your reasoning.
Is mobile marketing a viable strategy for Sonic’s smart phone? Why or why not?
Which forms of direct marketing are appropriate for Sonic, given its objectives, mass communications arrangements, and channel decisions?
Should Sonic use database marketing to identify and cultivate prospects? What are the opportunities and potential downsides of this approach?
Does Sonic need a direct sales force or can it sell through agents and other outside representatives?
How can Sonic drive customer-focused marketing and strategic innovation throughout the organization?
What role should social responsibility play in Sonic’s marketing?
How can Sonic evaluate its marketing? Suggest several specific steps the company should take.
How can we spot and choose the right market segment(s)?
How can we differentiate our offerings?
How should we respond to customers who buy on price?
How can we compete against lower-cost, lower-price competitors?
How far can we go in customizing our offering for each customer?
How can we grow our business?
How can we build stronger brands?
How can we reduce the cost of customer acquisition?
How can we keep our customers loyal longer?
How can we tell which customers are more important?
How can we measure the payback from different types of marketing communications?
How can we improve sales force productivity?
How can we establish multiple channels and yet manage channel conflict?
How can we get the other company departments to be more customer-oriented?
What’s next for Google? Is the company right to put so much focus on Mobile?
How does marketing affect customer value? (p. 57)
How is strategic planning carried out at the corporate and divisional levels?(p. 60)
How is strategic planning carried out at the business unit level? (p. 70)
What does a marketing plan include? (p. 77)
Can we articulate the benefits convincingly to a defined target market(s)?
Can we locate the target market(s) and reach them with cost-effective media and trade channels?
Does our company possess or have access to the critical capabilities and resources we need to deliver the customer benefits?
Can we deliver the benefits better than any actual or potential competitors?
Will the financial rate of return meet or exceed our required threshold for investment?
Is the plan simple and succinct? Is it easy to understand and act on? Does it communicate its content clearly and practically? Is it not unnecessarily long?
Is the plan complete? Does it include all the necessary elements? Does it have the right breadth and depth? Achieving the right balance between completeness and lots of detail and simplicity and
Is the plan specific? Are its objectives concrete and measurable? Does it provide a clear course of action? Does it include specific activities, each with specific dates of completion, specific
Is the plan realistic? Are the sales goals, expense budgets, and milestone dates realistic? Has a frank and honest self-critique been conducted to raise possible concerns and objections?
Evaluate Electrolux’s strategy in light of its vision and the global trends in the household appliance industry.
What benefits will Electrolux receive from the acquisition of GE Appliances? How does it fit in with the strategic direction of the group? What other strategic options can Electrolux pursue for
How has Emirates been able to build a strong brand in the competitive airline industry worldwide?
What are some of the apparent weaknesses with the company’s strategic direction? How can the airline address them?
With the decline of fuel prices globally, airline companies continue to reap the benefits. What impact will this have on Emirates’ business strategy in the future?
What are the components of a modern marketing information system? (p. 89)
What are useful internal records for a marketing information system? (p. 91)
What makes up a marketing intelligence system? (p. 92)
What are some influential macroenvironment developments? (p. 94)
How can companies accurately measure and forecast demand? (p. 107)
What decisions do you regularly make?
What information do you need to make these decisions?
What information do you regularly get?
What special studies do you periodically request?
What information would you want that you are not getting now?
What information would you want daily? Weekly? Monthly? Yearly?
What online or offline newsletters, briefings, blogs, reports, or magazines would you like to see on a regular basis?
What topics would you like to be kept informed of?
What data analysis and reporting programs would you want?
What are the four most helpful improvements that could be made in the present marketing information system?

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