A Marketing Strategy Planning Approach

William Perreault

Essentials of Marketing 15th edition (released Feb 2016) is the new edition of Basic Marketing 19th edition.

A Marketing Strategy Planning Approach

Question 4-1 based on Chapters 10 through 12

Identify which channel and intermediaries will provide the best coverage of the target market for the market-leading company in any industry of your own selection.

Question 4-2 based on Chapters 10 through 12

Rank the four customer service factors (time, dependability, communication, and convenience) from most important to least important from customers' point of view in any industry of your own selection.

Question 4-3 based on Chapters 10 through 12

Identify concrete actions to improve upon the most important service factor(s) based on the ranking results in question 9-2.

Question 4-4 based on Chapters 10 through 12

Please (a) in any industry of your own selection, please identify a dilemma involving the use of overseas suppliers in a US company's supply chain. The dilemma has to involve a difficult decision where it is hard to please both investors and customers; (b) discuss your alternatives to solve the dilemma; (c) recommend the best alternative; (d) explain why the recommendation provides a comprise that manages to make, to a reasonable degree even though not perfectly, both investors and customers happy.

Question 4-5 based on Chapters 10 through 12

In any industry of your own selection, please describe the breadth of the market-leading company's product line (broad versus narrow) and the amount of value added (low versus high).

Question 4-6 based on Chapters 10 through 12

Describe what you think is an appropriate combination of retail pricing, store location, retail communication, and merchandise assortment for the market-leading company in any industry of your choice across all 50 states in the U.S.A.

Question 4-7 based on Chapters 13 through 15

Identify the target audience for the market-leading company in any industry of your own choice.

Question 4-8 based on Chapters 13 through 15

Specify the promotion objectives for the market-leading company in any industry of your own choice in the state of North Carolina.

Question 4-9 based on Chapters 13 through 15

Identify the likely prospects for the products or services by the market-leading company in the state of North Carolina with reference to any industry that interest you the most.

Question 4-10 based on Chapters 13 through 15

Determine what information you should obtain about the above-mentioned prospects identified in Question 4-9.

Question 4-11 based on Chapters 13 through 15

Argue which personal selling presentation approach in your judgment is most likely to close a deal with the above-mentioned prospects identified in Question 4-9 out of the three alternative approaches provided by the book------(a) prepared approach; (b) consultative selling approach; (c) selling formula approach.

Question 4-12 based on Chapters 13 through 15

Outline the presentation you would make to the above-mentioned prospects identified in Question 4-9.

Question 4-13 based on Chapters 13 through 15

Analyze how TV, radio, yellow pages, newspaper, magazines, and the Internet can complement each other in promoting, in the state of North Carolina, the market-leading company of any industry that you are most interested to study.

Question 4-14 based on Chapters 13 through 15

Select what you think is the proper blending of promotion methods in the state of North Carolina for the market-leading company in any industry of your own choice.

please find Chapters Context and Learning Objectives:

Chap 10

Learning Objectives:

This case shows that offering customers a good product at a reasonable price is not the whole story. Marketing managers must make decisions about how they will make goods and services available to a target customer's Place when the customer wants them. This chapter's learning objectives will help you understand the role of Place in marketing strategy:

1 understand what product classes suggest about Place objectives.

2 understand why some firms use direct channel systems while others work with intermediaries and indirect systems.

3 understand how and why marketing specialists develop to make channel systems more effective.

4 understand how to develop cooperative relationships and avoid conflict in channel systems.

5 know how channel members in vertical marketing systems shift and share functions to meet customer needs.

6 understand the differences between intensive, selective, and exclusive Marketing Strategy Planning Decisions for Place distribution.

7 know how multichannel distribution and reverse channels operate.

8 know the main approaches firms use to reach customers in international markets.

Chap 11

Learning Objectives:

Choosing the right distribution channels is crucial in getting products to the target market's Place. But, as the Coca-Cola case shows, that alone doesn't ensure that products are placed "within an arm's reach of desire"when, where, in the quantities that customers want them, and at a price they're willing to pay. In this chapter we discuss how marketing managers ensure that they also have physical distribution systems that meet their customers' needsat both a capable service level and an affordable cost. you should be able to:

1 understand why logistics (physical distribution) is such an important part of Place and marketing strategy planning.

2 understand why the physical distribution customer service level is a key marketing strategy variable.

3 understand the physical distribution concept and why the coordination of storing, transporting, and related activities is so important.

4 see how firms can cooperate and share logistics activities that will provide added value to their customers.

5 know about the advantages and disadvantages of various transportation Physical Distribution Gets It to Customers LO 11.1methods.

6 know how inventory and storage decisions affect marketing strategy.

7 understand the distribution center concept.

Chap 12:

LEARNING OBJECTIVES:

Retail and wholesale organizations exist as members of marketing channel systems. But they also do their own strategy planning as they compete for target customers. As the Macy's case shows, these firms make decisions about Product, Place, Promotion, and Price. This chapter overviews the strategy planning decisions of different types of retailers and wholesalers. The chapter shows how retailing and wholesaling are evolvingto give you a sense of how things may change in the future. you should be able to:

1 understand how retailers plan their marketing strategies.

2 know about the many kinds of retailers that work with producers and wholesalers as me members of channel systems.

3 understand how retailers evolve, including the roles of technology, scrambled merchandising, and the "wheel of retailing."

4 see why size or belonging to a chain can be important to a retailer.

5 understand some of the differences in retailing in different nations.

6 know what progressive wholesalers are doing to modernize their operations Retailers and Wholesalers Plan Their Own Strategies LO 12.1and marketing strategies.

7 know the various kinds of merchant and agent wholesalers and the strategies they use.

Chap 13

Learning Objectives:

As the GEICO example shows, there are many decisions that a marketing manager must make concerning Promotion, and it is an important part of marketing strategy planning. Marketing managers usually blend a variety of different promotion methods to achieve promotion objectives because each method has its own strengths and limitations. In this chapter we introduce the major promotion options and how to integrate them into an effective whole. you should be able to:

1 know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning.

2 understand the integrated marketing communications concept and why firms use a blend of different promotion methods.

3 understand the importance of promotion objectives.

4 know how the traditional communication process affects promotion planning.

5 understand how customer-initiated interactive communication is different.

6 know how typical promotion plans are blended to get an extra push from Promotion Communicates to Target Markets LO 13.1wholesalers and retailers and help from customers in pulling products through the channel.

7 understand how promotion blends typically vary over the adoption curve and product life cycle.

8 understand how to determine how much to spend on promotion efforts. "

Chap 14

Learning Objectives:

Promotion is communicating with potential customers and others in the channel. As the Ferguson case suggests, personal selling is often the best way to do it. While face to face with prospects, salespeople can adjust what actions they take in response to the prospect's interests, needs, questions, and feedback. If, and when, the prospect is ready to buy, the salesperson is there to ask for the order. And afterward, the salesperson works to be certain that the customer is satisfied and will buy again in the future. In this chapter, you'll learn about the key strategy decisions related to personal selling that marketing managers and the sales managers who work with them make, you should be able to:

1 understand the importance and nature of personal selling.

2 know the three basic sales tasksorder-getting, order-taking, and supportingand what various kinds of salespeople can be expected to do.

3 understand why customer service presents different challenges than other personal selling tasks.

4 know the different ways sales managers can organize salespeople so that personal selling jobs are handled effectively.

5 know how sales technology affects the way sales tasks are performed. 6 know what the sales manager must do, including selecting, training, and Th e Importance and Role of Personal Selling LO 14.1Personal selling requires strategy decisions organizing salespeople to carry out the personal selling job.

7 understand how the right compensation plan can help motivate and control salespeople.

8 understand when and where to use the three types of sales presentations.

Chap 15

Learning Objectives:

The Subway case shows that advertising, publicity, and sales promotion are often critical elements in the success or failure of a strategy. But many firms do a poor job with all threeso just copying how other firms handle these important strategy decisions is not "good enough." There is no sense in imitating bad practices. This chapter helps you understand important decisions that make effective use of advertising, publicity, and sales promotion. you should be able to:

1 understand why a marketing manager sets specific objectives to guide the advertising e f fort.

2 understand when the various kinds of advertising are needed.

3 understand how to choose the "best" medium.

4 understand the main ways that digital advertising differs from advertising in other media.

5 understand how to plan the "best" messagethat is, the copy thrust.

6 understand what advertising agencies do.

7 understand how to advertise legally.

8 understand the importance of and different types of publicity.

9 understand the importance and nature of sales promotion.

10 know the advantages and limitations of different types of sales promotion. "