Questions and Answers of Principles And Practice Of Marketing

Discuss the options available for organizing a marketing department. How well is each form likely to serve customers?
Think of a situation when you experienced a dramatic change in your life. Using Figure 22.3 for guidance, recall your feelings over time.How closely did your experiences match the stages in the
Imagine you had replaced Mike Jeffries. Suggest where you would have taken the brand and how you would implement your new strategy.
Fran aims to reinvigorate the brand. Suggest ways of using digital channels to put the customer first.
How have the key strategic issues facing Abercrombie & Fitch changed since Fran Horowitz took over?
explain the nature of a marketing control system
discuss marketing organizational structures
discuss the skills and tactics that can be used to overcome resistance to the implementation of the marketing concept and plan
describe the elements of an internal marketing programme
explain how to develop effective implementation strategies
discuss the forms of resistance to marketing implementation and change
discuss value-based approaches to delivering the marketing concept
describe the objectives of marketing implementation and change
identify the stages that people pass through when they experience disruptive change
describe the relationship between marketing strategy, implementation and performance
Discuss Subway Germany’s approach to developing an international marketing strategy in terms of standardization and adaptation. Maybe also visit the Subway Germany website and make comparisons with
Discuss the advantages and disadvantages of Subway using franchising in order to enter new international markets.
Conduct a strengths, weaknesses, opportunities and threats (SWOT)analysis of Subway Germany. Prioritize your key findings and discuss options for Subway Germany to deal with them.
What are the factors that have helped IKEA to build a successful global brand?
How would you categorize IKEA’s approach to developing an international marketing strategy in terms of standardization and adaptation?
IKEA has chosen to enter new markets mainly by direct investment.What advantages does this form of entry give it? Why doesn’t IKEA use franchising like McDonald’s and Benetton do as its main
Why are so many companies trying to standardize their global marketing mixes? With examples, show the limitations to this approach.
Using information in this chapter and from Chapter 17 on distribution, describe how you would go about selecting and motivating overseas distributors.
For a company of your choice, research its reasons for expanding into new foreign markets and describe the moves that have been made.
explain how to organize for global marketing operations
discuss the special considerations involved in designing a marketing mix for foreign markets
discuss the influences on the degree of standardization or adaptation
identify the factors influencing foreign market entry strategies
identify and discuss the range of foreign market entry strategies
discuss the factors that influence which foreign market to enter
explain why companies seek foreign markets
Based on your answers to questions 1 and 2, devise your own set of priorities that companies should consider when selecting and entering foreign markets.
Suggest what difficulties you might encounter when deciding which marketplace to enter.
Visit Amazon services at http://services.amazon.com/global-selling and then, using the information provided, select a region—a country-specific domain—and suggest a range of products you might
Do some desk research to identify all of Fever-Tree’s products and then classify each of the products according to the Boston box matrix.
The market for craft gin may yet prove to be a fad. How is Fever-Tree planning to protect the brand and develop markets in the future?
Discuss Fever-Tree, using the product lifecycle (PLC) model. Suggest the extent to which this brand is following the classic S curve.
Why did the sale of Birds Eye and Unilever’s North American detergent business make strategic sense for Unilever?
Comment on Unilever’s approach to the global marketing of its brands.
What are the attractions to small companies of buying marginal Unilever brands? What are the dangers of doing so?
To what extent does it appear that Unilever followed (i) the BCG Growth–Share Matrix, and (ii) the General Electric Market Attractiveness–Competitive Position Model approaches to portfolio
What were the advantages to Unilever of reducing the size of its brand portfolio? What were the risks?
for more detailed insights into these two areas.)
Discuss the ethical issues relating to product development and suggest how these issues are changing in response to environmental and technological issues. (Refer to Chapter
How does the GE Matrix differ from the BCG Matrix? What are the strengths and weaknesses of the GE Matrix?
Evaluate the usefulness of the BCG Matrix. Do you believe that it has a role to play in portfolio planning?
Explain why it is important for firms to manage their product portfolio.
Identify one of the latest fads, for example vegan products, and then evaluate its market potential.
Discuss the extent to which digital technology is disrupting the PLC?
How might the digital technology landscape affect product development in the future?
Discuss the extent to which the lifecycle of physical products is influenced by the big bang.
What are the implications of the big-bang disruption for a firm launching new technology products?
discuss product strategies for growth
discuss the contribution of product portfolio management
explain the General Electric Market Attractiveness–Competitive Position Model
explain the Boston Consulting Group Growth-Share Matrix
describe the concept of product portfolio planning
discuss the uses and limitations of the product lifecycle
describe the concept of the product lifecycle
How can Coca-Cola counter Paper Boat’s aggressive competitive marketing strategy?
What are the features of Coca-Cola’s ‘blue-ocean’ strategy in response to Paper Boat’s position in the Indian Market?
What are the main characteristics of Coca-Cola’s brand-building strategy in India?
What are GM’s sources of competitive advantage? Discuss how GM could achieve a differential advantage over competitors.
Identify and discuss the weaknesses associated with GM’s marketing strategy. (Visit its affiliated sites: www.gm.com, www.cadiliac.com, www.chevrolet.com.)
Using Porter’s ‘five forces’ framework, discuss the competitiveness of the global automobile market.
Explain the attack and defence strategies that a company might need to use if it is the market leader.
How can value chain analysis lead to superior corporate performance?
How might Google use differential advantage to stand out from its rivals?
For any product of your choice, identify the competition using the four-layer approach discussed in this chapter.
Using Porter’s ‘five forces’ framework, suggest why there is intense rivalry between leading European supermarket brands.
Discuss the importance of setting marketing objectives as part of the marketing planning process.
Discuss the difference between strategic thrust and strategic objectives, using examples from Diageo.
Explain the actions Diageo has used to build market share.
explain the key elements of a competitive marketing strategy
discuss the nature of competitive behaviour
explain how to create and maintain a cost leadership position
explain how to create and maintain a differential advantage
discuss the value chain
discuss the sources of competitive advantage
distinguish between differentiation and cost leader strategies
explain how to analyse competitors
describe the determinants of industry attractiveness
Perform a SWOT analysis of M&S. On the basis of your SWOT analysis, outline recommendations you would make to the retailer.
Identify the main challenges that M&S is facing. Comment on how the retailer’s five-year turnaround plan is addressing these challenges.
The development of Plan A is M&S’s response to changing social and environmental concerns. Visit the retailer’s website and learn more about its Plan A 2025 commitments. Comment on how Plan A
Conduct a marketing audit of M&S. Which aspects of the marketing environment do you think have the greatest impact on M&S’s business?
Discuss the six considerations that can be used to test the core strategy of PMIA.
Based on your understanding of this case, what do you perceive is the significance of the Proudly Made in Africa (PMIA) brand image from a consumer’s and a retailer’s perspective?
What do you consider were the top three challenges originally faced by Value Added in Africa in bringing African products to the marketplace?
Based on your own experience and awareness, what are your perceptions of African-produced goods on your supermarket shelf?
Discuss the importance of digital technology in the marketing planning process.
Discuss the key decisions that marketing planners should make when setting marketing objectives.
Evaluate the extent to which the marketing planning process is a true reflection of how businesses plan their marketing strategies.
The quote at the beginning of the chapter by business guru Gary Hamel suggests that marketing planning is somewhat irrelevant.Discuss the extent to which you agree with this comment.
Explain how each stage of the marketing planning process links with the fundamental planning questions identified in Table 18.1.
Explain why SWOT analysis has been quoted as mostly just producing a ‘laundry list’. Suggest how to remedy this and ensure that this tool is used effectively as part of strategic marketing
Discuss how macro and micro level influences might affect marketing planning decisions.
Discuss how to carry out a situation analysis and explain why it is an important part of marketing planning.
Propose marketing objectives for product and markets which might enable Pandora to achieve its strategic aim of delivering the most personal jewellery experience.
Suggest what Pandora should do in order to create a fit between strengths and opportunities and reduce any vulnerabilities (their weaknesses and threats).

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