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marketing management

Questions and Answers of Marketing Management

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
8. Relationships often involve more than the salesperson and a purchasing agent (‘bowtie’model). Often, both a whole selling team and a whole buying team are involved.Describe the interactions
7. Dell has entered into a relationship with IBM’s Global Service Division.Under this agreement, IBM will now provide the service support for Dell’s big customers. Evaluate the benefits of the
6. Explain how distance in cross-cultural buyer–seller negotiations can be reduced.
5. Discuss the possibilities for a manufacturer who wants to integrate consumers into the product development process.
4. 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 30 per cent.
3. Motorola and Hewlett-Packard compete in some markets, are supplier and customer respectively for each other in various markets, share suppliers in other markets, often have the same customers and
2. What might be the advantages and disadvantages of creating relationships with consumers for a manufacturer?
1. What are the main differences between B2C and B2B relationships?
3. In which end-user application market should ARM strengthen its relationships to potential partners, and how? ARM Limited (www.arm.com) is the leading provider of embedded microprocessor
2. What are the strengths and the weaknesses of ARM’s business model compared with Intel? ARM Limited (www.arm.com) is the leading provider of embedded microprocessor architecture with commanding
1. Explain the role of ARM as a supplier in the ‘chip’value chain. ARM Limited (www.arm.com) is the leading provider of embedded microprocessor architecture with commanding market share in
6. How far is it possible to predict a competitor’s response to marketing actions?
5. How would you design a CI system?
4. What are the major sources of competitor intelligence?
3. How does an industry’s structure affect the intensity of competition?
2. What are the major steps in conducting a competitor analysis?
1. Why is competitor analysis essential in today’s turbulent business environment?
4. Where and how can CPW create further international sales growth? On a lovely spring morning in 2017, while giving his kids some ‘Shredded Wheat’, the CEO of Cereal Partners Worldwide S.A.
3. What kind of competitive intelligence would you recommend CPW to collect about Kellogg in order to be better in challenging the no. 1 position? On a lovely spring morning in 2017, while giving his
2. Evaluate the international competitiveness of CPW compared with the Kellogg Company. On a lovely spring morning in 2017, while giving his kids some ‘Shredded Wheat’, the CEO of Cereal Partners
1. How can General Mills and Nestlé create international competitiveness by joining forces in CPW? On a lovely spring morning in 2017, while giving his kids some ‘Shredded Wheat’, the CEO of
8. What is the buying centre in a company? Describe its functions and the implications for the selling organisation
7. Describe government buying procedures. Why is market orientation less important when selling to governments?
6. What are the differences between the traditional ‘buy grid’ model and the ‘extended buy grid’ model?
5. How does the buying situation by class of purchase affect the organisational buying process?
4. What are the major differences between consumer and industrial buying behaviour?
3. How does the demand for industrial products differ from the demand for consumer products?
2. What is the difference between Generations X and Y?
1. What specific factors at the time of purchase may affect the buying decision in the B2C market?
4. Please discuss the two strategic initiatives regarding Spotify’s financial imbalance. Which of the two strategic initiatives would you recommend the Spotify Management to put highest on the
3. What are the main influences on the B2B decision process in order to increase the advertising generated revenue? Spotify (the brand name is a combination of ‘Spot’ and‘Identify’) is a
2. Please describe the main stages in the consumers’buying process, ending up with a paying subscriber of Spotify’s music streaming. Spotify (the brand name is a combination of ‘Spot’
1. What are the main elements of the Spotify’s competitive advantage? Do you think that Spotify has real core competences that are more powerful than competitors’ competences? Spotify (the brand
Why is marketing important? (Page 26)
What is the scope of marketing? (Page 26)
What are some core marketing concepts? (Page 29)
What forces are defining the new marketing realities? (Page 31)
What tasks are necessary for successful marketing management? (Page 34)
How can companies deliver customer value, satisfaction, and loyalty? (Page 79)
What is the lifetime value of customers, and how can marketers maximize it? (Page 83)
How can companies attract and retain the right customers and cultivate strong customer relationships and communities? (Page 84)
In what ways can a company divide a consumer or business market into segments?(Page 117)
How should a company choose the most attractive target markets? (Page 124)
What are the different levels of market segmentation? (Page 125
What are the characteristics of products, and how do marketers classify products? (Page 163)
How can companies differentiate products? (Page 164)
How can a company build and manage its product mix and product lines? (Page 166)
How can companies use packaging, labeling, warranties, and guarantees as marketing tools?(Page 169)
What strategies are appropriate for introducing new offerings and influencing adoption?(Page 170)

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