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business
marketing management

Questions and Answers of Marketing Management

1 Provide an analysis of the type of service offered and service levels and standards at Argos, B&Q, and a bank you are familiar with. Assess the service delivery and quality encounter episodes
4 Using Maslow, list the type of products and brands, or retail stores that utilize a Maslow approach which will appeal to individual self-esteem rather than those which will satisfy more basic
3 Produce a decision-making flow diagram based upon a choice between going to the cinema or hiring a video for the evening. The choice process should include your best friend. Ensure you include all
2 List the key demographic changes which are occurring throughout Europe. Assess what implications these and the following will have for different types of retailers. Use the grid below as a guide.
1 Think about the last time you bought an expensive item. Write down why you think you recognized the need to buy the item, what information you looked at, who you talked to about the purchase and
3 Think about the contemporary pressures from the wider environment and list all those that you believe will have an impact on a retail company’s business. Are companies addressing these? If not,
2 Ask some of your colleagues or friends what they believe retail marketing to be. Also ask them what marketing people are responsible for. Now explain the philosophy and concepts of retail
1 Discuss the way you believe marketing is being used by the retailer types listed in the top lefthand box of the grid below. You need to identify the ways in which aspects of marketing may be
4 Read Minicase 1.2 and then identify those retailers who are changing the rules of the game by developing new formats and retail experiences. What do you predict will happen as an outcome of these
3 Consult the statistics on the performance of different types of retail businesses (e.g. Internet, DIY stores, superstores, corner shop grocers, department stores, bespoke tailors, mail order). You
2 Think about the trends that have occurred in your local high street. Read Minicase 1.1 about the increasing power of the supermarkets. What are the main changes in high street retailing which may
1 What is a retailer and what is their function? Which retailers would fall into the categories outlined in the grid below? Add your responses in the spaces in the grid Of the theoretical approaches
What marketing concepts are involved that affect these alternatives?
=+5. How will the success or failure of the alternative be measured?
=+ 4. What will be the probable outcome?
=+ 3. When and where will the alternative be implemented?
=+ What are the responsibilities of each?
=+2. What personnel will be involved?
=+1. What must be done to implement the alternative?
=+ 6. Which alternative best solves the problem and minimizes the creation of new prob- lems, given the above constraints?
=+What are the advantages and disadvantages of each alternative?
=+What are the benefits?
=+ 5. What are the costs of each alternative?
=+Are they consis- tent with the firm's objectives?
=+Are the alternatives consistent with the goals of the marketing program?
=+ Are they logical?
=+ 4. Are the listed alternatives reasonable, given the firm's situation?
=+ What marketing concepts are involved that affect these alternatives?
=+ 3. What major alternatives are now available to the firm?
=+Competence? Resources? Management preference? Social responsibility? Legal restrictions?
=+ 2. What limits are there on the possible alternatives?
=+1. What possible alternatives exist for solving the firm's problems?
=+5. What are the ramifications of these problems in the short run? In the long run?
=+ Are they independent, or are they the re- sult of a deeper problem?
=+ 4. How are the problems, as defined, related?
=+3. What symptoms are there that suggest these are the real problems in the case?
=+ On opinions: On assumptions?
=+How much of this proof is based on facts?
=+2. What proof exists that these are the central issues?
=+ What are the secondary problems?
=+1. What is the primary problem in the case?
=+Is the overall marketing strategy internally consistent?
=+ 9. Are marketing research and information systematically integrated into the marketing strategy?
=+ How do prices compare with similar products of other firms?
=+8. What pricing strategies are being used?
=+ Could channels be made more efficient?
=+ Are the channels typical of those used in the industry?
=+ Do they deliver the product at the right time and right place to meet consumer needs?
=+ 7. What channels of distribution are being used?
=+What could be done to improve the promotion mix?
=+ Is promotion consistent with the products and product images?
=+ 6. What promotion mix is being used?
=+ What is the profitability of the various products?
=+Should any product be deleted?
=+Does the firm need new products to fill out its product line?
=+ What is the width, depth, and consistency of the firm's product lines?
=+5. What products are being sold?
=+If none, what can be done to gain a competitive advantage in the marketplace?
=+4. What competitive advantage does the marketing strategy offer?
=+ Does the market have long-run potential?
=+Is the market large enough to be profitably served?
=+3. To what target market is the strategy directed? Is it well defined?
=+If the strategy takes exception to marketing principles, is there a good reason for it?
=+ Is the strategy consistent with sound marketing principles?
=+Is the marketing strategy well planned and laid out?
=+2. What marketing concepts are at issue in the current strategy?
=+ Is the entire marketing mix structured to meet these objectives?
=+ Are they consistent with the objectives of the firm?
=+Are they clearly stated?
=+1. What are the objectives of the marketing strategy?
=+5. How is the marketing department structured in the firm? Phase 4: The marketing strategy.
=+4. Are there any real or potential sources of dysfunctional conflict in the structure of the firm?
=+3. What are the constraints and weaknesses of the firm?
=+2. What are the strengths of the firm? Managerial expertise? Financial? Copyrights or patents?
=+Are they clearly stated? Attainable?
=+1. What are the objectives of the firm?
=+ what is its impact on the firm and industry profits?
=+ 8. How much bargaining power do buyers have in this industry?
=+ what is its impact on the firm and industry profits?
=+ 7. How much bargaining power do suppliers have in this industry?
=+ what are their advantages and disadvantages compared to this industry's products?
=+ 6. Are there any substitute products for the industry?
=+5. How much threat is there of new competitors coming into the industry, and what are the major entry barriers?
=+ 4. What are the relative strengths and weaknesses of competitors in the industry?
=+ 3. What strategies have competitors in the industry been using, and what has been their success with them?
=+2. Which firms are the major competitors in the industry and what is their annual sales, market share, and growth profile?
=+1. What industry is the firm in?
=+ 5. Overall, are there any threats or opportunities in the environment that could influ- ence the industry, firm, or marketing strategy?
=+4. Is there any current or pending federal, state, or local legislation that could change the industry, firm, or marketing strategy?
=+ how do they affect the industry, firm. or marketing strategy?
=+3. What are current political values and trends ?
=+ 2. What are current trends in cultural and social values and how do these affect the in- dustry, firm, or marketing strategy?
=+1. What is the state of the economy and are there any trends that could affect the in- dustry, firm, or marketing strategy?
=+ Will Western eratives accept being located is the countrys To what degree have government officials de- veloped a indiarity with Western business practices?
=+What is the quality of the transportation and eleonon fcations infrastructure?
=+ What are labor Course C consiouen poly of the raw materials re- gured to prodac n be assured?
=+ How skied is the labor pool?
=+ How well developed are the necessary man- agental and technical cells?
=+ Do the country's geographical location and political relations permit it to serve as a gate- way to other East European markets?
=+What is the sales potential in this country?

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