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business
marketing management

Questions and Answers of Marketing Management

=+• What decisions must Sonic make to develop the five marketing flows (physical product,
=+the implications of the answers for pricing decisions?
=+i Are PDA customers likely to be price-sensitive? Is demand elastic or inelastic? What are
=+• What should Sonic's primary pricing objective be? Why?
=+• What internal marketing does Sonic need to do to implement its service strategy?
=+• What post-sale services must Sonic make available to customers who buy the Sonic PDA?
=+• How can Sonic identify and manage gaps between expected and perceived service to satisfy customers?
=+• How would you define the augmented product for Sonic 2000, the second product to be launched by Sonic next year?
=+a How would you define the core benefit for Sonic 1000?
=+a Which competitive strategy should be most effective for Sonic?
=+market leader more completely, and how should Sonic go about getting the information?
=+a What additional competitive intelligence is needed to answer the question about the
=+• Which firm is the market leader, and what are its objectives, strengths, weaknesses?
=+• What is the strategic group for Sonic?
=+the marketing mix, product management strategy, service strategy, and R&D strategy?
=+a Knowing the stage of the product life cycle for Sonic 1000, what are the implications for
=+a Write the positioning statement for Sonic 1000.
=+and image are best suited for Sonic's situation, strategy, and marketing objectives? Why?
=+• Which of the differentiation variables related to product, services, personnel, channels,
=+i Determine what strategies and action programs should be used to build brand equity for Sonic 1000.
=+l Suggest what Sonic 1000 with its distinctive yellow thunderbolt might mean for attributes and benefits levels of meaning.
=+selective specialization, or single-segment concentration? Why?
=+• Should Sonic pursue full market coverage, market specialization, product specialization,
=+How can Sonic evaluate the attractiveness of each identified segment?
=+• Which variables should Sonic use to segment its business markets?
=+• Which variables should Sonic use to segment its consumer markets?
=+important to business buyers of PDA products—and why?
=+i Which environmental, interpersonal, and individual influences are likely to be most
=+i Who would participate in and influence the purchase of PDAs for use in these businesses?
=+a What needs could Sonic's PDA address for these businesses?
=+• What specific types of businesses appear to fit the business market definition used at Sonic?
=+I What kind of marketing activities should Sonic plan to coincide with each stage of the consumer buying process?
=+• What consumer buying roles and buying behaviors are particularly relevant for PDA products?
=+n What research tools will help you better understand the effect of these factors on buyer attitudes and behavior?
=+• What cultural, social, personal, and psychological factors have the most influence on consumers buying PDAs?
=+best way that Sonic can determine the effectiveness of its marketing efforts.
=+• Look at the various ways to evaluate marketing effectiveness and recommend to her the
=+next two years. She understands you will have to do Internet searches and determine industry trade association sources for such data.
=+n Determine, from available secondary data, estimates of total demand for PDAs for the
=+the Marketing Research, Market Analysis, and Market Trends sections of Marketing Plan Pro.
=+Enter your answers about Sonic's use of marketing research in a written marketing plan or in
=+development, buyer acceptance of PDAs, and development of substitute or enhanced products?
=+• What technological, demographic and/or economic changes can potentially affect PDA
=+issues should Sonic seek to resolve using primary data?
=+a What primary research will Sonic need to support its marketing strategy, including product management, pricing, distribution, and marketing communication? What questions or
=+how you will use the data in your marketing plan.
=+ Describe what you plan to draw from each source, and indicate
=+ Identify two Internet sources and two non-Internet sources.
=+a Where can you find secondary data that will be useful?
=+ Why do you need information for each section?
=+o For which sections of the plan will you need secondary data? Primary data?
=+ What should the company be sure to do with its marketing?
=+3. What recommendations would you make to senior marketing executives going forward?
=+What should it watch out for?
=+2. Where is Microsoft vulnerable?
=+1. What have been the key success factors for Microsoft?
=+ How does the company's sales force compare to competitors' sales forces
=+ Are the procedures adequate for setting quotas and evaluating performance?
=+ Does the sales force show high morale, ability, and effort?
=+Do the sales-compensation level and structure provide adequate incentive and reward?
=+ Are there enough (or too many) sales managers to guide the field sales representatives?
=+Is the sales force organized along the proper principles of specialization (territory, market, product)?
=+ Is the sales force large enough to accomplish the company's objectives?
=+What are the sales force's objectives?
=+ Is the company making enough use of direct, online, and database marketing?
=+ Is the public relations staff competent and creative?
=+Is there effective and sufficient use of sales-promotion tools such as samples, coupons, displays, and sales contests?
=+ Is the sales-promotion budget adequate?
=+ Is the internal advertising staff adequate?
=+ Are the advertising media well chosen?
=+What do customers and the public think about the advertising?
=+ Are the ad themes and copy effective?
=+ Is the right amount being spent on advertising?
=+ Are they sound?
=+What are the organization's advertising objectives?
=+Should the company consider changing its distribution channels?
=+ How effective are distributors, dealers, manufacturers' representatives, brokers, agents, and others?
=+ Is there adequate market coverage and service?
=+What are the company's distribution objectives and strategies?
=+To what extent are price policies compatible with the needs of distributors and dealers, suppliers, and government regulation?
=+ What does management know about the price elasticity of demand, experience-curve effects, and competitors' prices and pricing policies?
=+ Do the customers see the company's prices as being in line with the value of its offer?
=+ To what extent are prices set on cost, demand, and competitive criteria?
=+What are the company's pricing objectives, policies, strategies, and procedures?
=+ What areas of product and brand strategy need improvement?
=+ What are the buyers' knowledge and attitudes toward the company's and competitors' product quality, features, styling, brand names, and so on?
=+ Which products should be added?
=+ Which products should be phased out?
=+ Should the product line be stretched or contracted upward, downward, or both ways?
=+ Is the current product line meeting the objectives?
=+ Are they sound?
=+What are the company's product-line objectives?
=+Can cost-reducing steps be taken?
=+Do any marketing activities seem to have excessive costs?
=+ Should the company enter, expand, contract, or withdraw from any business segments?
=+What is the profitability of the company's different products, markets, territories, and channels of distribution?
=+testing before launching new products?
=+ Does the company carry out adequate product and market
=+research and business analysis before investing in new ideas?
=+ Does the company do adequate concept

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