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business
marketing management

Questions and Answers of Marketing Management

2. For firms with multiple businesses or product lines, different administrative relationships between the business unit and corporate headquarters are appropriate for different competitive
3. Within a given business—whether it’s part of a larger organization or a one-product entrepreneurial start-up—different functional competencies, levels of specialization, amounts of employee
4. Several different organizational designs incorporate differences in both structural variables (formalization, centralization, and specialization) and mechanisms for resolving interfunctional
5. Writing a formal marketing action plan is a key step toward ensuring the effective execution of a strategic marketing program because it spells out what actions need to be taken, when, and by
1. Most managers and entrepreneurs are evaluated primarily on the results they deliver. Effective design of control systems, whether for strategic control or for marketing performance measurement,
2. Control systems that deliver the right information—in a timely manner and in media, formats, and levels of aggregation that users need and can easily use—can be important elements for
3. From time to time, it is useful to step back from day-today results and take a longer view of marketing performance for a company or an SBU. A marketing audit, as outlined in this chapter, is a
1. What are the main reasons for the recent international marketing success of the Hunter Boots? The Hunter boot brand (www.hunter-boot.com) has become a symbol of British country life and celebrity
2. 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
3. How should Hunter react on the last two years’ negative financial development? The Hunter boot brand (www.hunter-boot.com) has become a symbol of British country life and celebrity fashion.
1. What are the similarities between relationship marketing (RM) and transactional marketing (TM)?
2. How does an RM strategy differ from a TM strategy?
3. Which kind of industries could benefit from the use of RM versus TM and vice versa?
4. In which situations would customers not be expected to be interested in RM?
1. Please explain the key marketing problems for BYD’s electric car business. High levels of air pollution and carbon emissions, as well as a perceived energy shortage, are all cited as reasons why
2. Please make an analysis of BYD’s relevant environment for electric cars. High levels of air pollution and carbon emissions, as well as a perceived energy shortage, are all cited as reasons why
3. What are BYD’s resources and capabilities in the electric car business? High levels of air pollution and carbon emissions, as well as a perceived energy shortage, are all cited as reasons why
4. Based on the analysis of question / task 1, 2 and 3, what are your recommendations for BYD’s future marketing management initiatives? High levels of air pollution and carbon emissions, as well
5. Will the use of Leonardo DiCaprio help with penetration of the US EV market? High levels of air pollution and carbon emissions, as well as a perceived energy shortage, are all cited as reasons why
1. Please discuss and evaluate Electrolux’s key competitive advantages in the major appliances market. Electrolux was incorporated as Elektromekaniska AB in 1901. In 1919, the founder, Axel
2. Explain and discuss how Electrolux can turn its competences into new worldwide growth for its major appliances Electrolux was incorporated as Elektromekaniska AB in 1901. In 1919, the founder,
1. Explain the differences between the RBV, the MOV and the VBV.
2. What is the connection between the RBV and the RM approach?
3. What is the purpose of the value chain?
4. Why is it relevant to make a split between upstream and downstream activities in the value chain?
5. Is the value chain also a relevant model for services?
6. How can the firm create competitive advantage by the use of resources and competences in the firm?
1. What were Microsoft’s motives in entering the games console market with Xbox? When Nintendo Wii was launched in 2006, very few analysts would have predicted that Nintendo Wii would one day be
2. What are the competitive advantages of Microsoft’s Xbox One and Sony’s PlayStation 4? When Nintendo Wii was launched in 2006, very few analysts would have predicted that Nintendo Wii would one
3. What are the competitive advantages of the original Wii and the new Nitendo Switch? When Nintendo Wii was launched in 2006, very few analysts would have predicted that Nintendo Wii would one day
4. What do you think Nintendo’s chances are of creating a ‘blue ocean’ come-back with their Switch? When Nintendo Wii was launched in 2006, very few analysts would have predicted that Nintendo
1. Which sources of competitive advantage are the most important?
2. How can analysis of national competitiveness explain the competitive advantage of a single firm?
3. Is it possible to identify not only national competitiveness, but also regional competitiveness? (A region is here defined as more than one country.)
4. In which situations should a firm consider outsourcing its value chain activities?
5. What are the key drivers of the sharing economy?
1. What would be the most important external factors that would influence Müller’s future sales of yogurts in United States? Molkerei Alois Müller GmbH & Co. KG or Müller is a multinational
2. What would be the main reasons why Müller was using a joint venture solution with PepsiCo (Quaker)for the US market? Molkerei Alois Müller GmbH & Co. KG or Müller is a multinational producer of
3. What were the main reasons for Müller’s withdrawal from the US market? Was it a wise decision? Molkerei Alois Müller GmbH & Co. KG or Müller is a multinational producer of dairy products with
1. Discuss and suggest segmentation criteria for the Nivea Sun Care business. Hamburg-based Beiersdorf AG can trace its origins back to a patent received for medical plasters in 1882 by the
2. What degree of globalisation and/or localisation does Nivea Sun Care represent, based on the following videos?The video clip featured on the book’s online site via:www.vitalsource.com The
3. Discuss the target groups for the different TV commercials in question Hamburg-based Beiersdorf AG can trace its origins back to a patent received for medical plasters in 1882 by the pharmacist
1. Please explain the consumer buying behaviour in connection with buying of hearing aids. William Demant (earlier Oticon) is a leading worldwide manufacturer of hearing aids. The company operates in
2. Please prepare a SWOT analysis for William Demant’s hearing aids. William Demant (earlier Oticon) is a leading worldwide manufacturer of hearing aids. The company operates in a global market
3. How should William Demant react on the Amplifon initiative to develop their own private label brands? William Demant (earlier Oticon) is a leading worldwide manufacturer of hearing aids. The
4. How could a direct marketing communication plan for William Demant’s hearing aids look like when involving social media? William Demant (earlier Oticon) is a leading worldwide manufacturer of
1. How can corporate objectives be derived from the corporate mission?
2. What is the purpose of a SWOT analysis?
3. How can a SWOT analysis be carried out? What are the critical issues?
4. What are the diff erences between marketing objectives and marketing strategies?
5. What purpose may a product portfolio serve in the context of a marketing strategy?
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

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