MAR 4804 Marketing Strategy, Spring 2010
Florida Gulf Coast University - College of Business
MAR 4804 - Marketing Strategy
Spring 2010
COB Mission Statement
The mission of the COB is to provide technologically progressive programs and services
designed to enhance the skills and competencies of university students and working
professionals in the five county region of southwest Florida.
Instructor Name:
Dr. Lee R. Duffus
Instructor Office: Lutgert 3338
Office Phone:
239-590-7318
Home phone:
239-593-1170
E-Mail:
lduffus@fgcu.edu
Classroom:
Lutgert Room 2202
CRN:
10122
College:
Business
Credit Hours:
3
Meeting:
Start date
End date
Jan 7
April 21
Finals
April 27
Days
TR
Time
11:00-12:15 PM
Is this a DL course: No?
Is this a Service Learning Course: No?
Office Hours: Voice/e-mail: anytime.
Tuesday:
1:00 pm – 3:00 pm
Wednesday: 2:00 pm – 6:00 pm
Thursday:
1:00 pm – 3:00 pm
By Appointment
Catalogue Description:
Mar 4804 is a case-based, applications-oriented course focusing on the identification and
evaluation of markets for business and non-business opportunities. Various analytical
techniques and problem solving methods are employed. The course integrates marketing mix
variables and applies marketing information necessary for developing and implementing
overall marketing strategy to solve problems facing marketing executives.
Required Text:
The textbook for this course may be purchased from the University Book Store. Text:
Roger A. Kerrin & Robert A. Peterson, Strategic Marketing Problems: Cases
and Comments, 12th Edition, Prentice Hall, 2010
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MAR 4804 Marketing Strategy, Spring 2010
Course Learning Objectives:
This course is designed to introduce students to the Marketing Strategy Development process.
Specific learning objectives are:
1
2
3
4
Segmentation, Positioning, and Market
Targeting.
Situation Analysis, and The Strategic Process
6
Product and Service Strategy, and Brand
Management
Integrated Marketing Communications Strategy
and Management
Marketing Channel Strategy and Management
7
Pricing Strategy and Management
8
Marketing Strategy and Reformulation: The
Control Process
Comprehensive Marketing Programs
5
9
10 Analytical Thinking Skills
11 Critical Thinking Skills
9
Appreciation of the Diverse Environments; e.g.,
social, political, economic, etc. of Business
13 Teamwork
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Measure
Above Expectations (A)
Meets Expectations (C-B)
Students will understand:
Case Analysis in Marketing Management
Below Expectations (F-D)
#
Mar 4804 – Marketing Strategy, Spring 2010 (Number of Students CRN 10122-9)
Expected Grade
Outcomes
Student Learning Objectives
Students will:
9
Graded case studies
9
Graded exams
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Graded exams
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Graded exams
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Graded exams
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Graded exams
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Graded exams
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Graded exams
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Graded exams
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Graded exams
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Graded exams
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Graded exams
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Graded team assigned
case studies
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MAR 4804 Marketing Strategy, Spring 2010
14 Interpersonal Skills
15 Communication Skills
16 Ethical Framework
17 Understand the Systems Orientation with
respect to Marketing Strategy
18 Solve Problems in a Strategic Context.
(Understanding the role of problem-solving in a
strategic planning context).
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ACT#
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9
9
Graded team assigned
case studies
Graded team- assigned
case studies
Graded exams, peer
evaluations
Graded exams
9
Graded exams
9
9
Instructional Method:
The instructional delivery system will consist primarily of lectures, group discussions of course material
and presentations, as well as group and individual assignments.
Case preparation and presentation will be done in groups.
Assignments:
Reading ⎯ Students shall have read and prepared the assignments in advance, and be prepared to
discuss the material during the class. From time-to-time there will be additional assigned readings. It is
your responsibility to locate, read and prepare to discuss these supplemental readings. This is
particularly so if you are not in class.
Assignments will be given once in class. If you miss the information/ materials distributed in class,
it will be your responsibility to seek out the instructor in his office. Materials, including test
results and graded papers, will be brought to class once. Thereafter, students will have to collect
at the instructor’s office.
Written Case Analysis ⎯ Students are expected to communicate effectively in written English.
Proper attention should be paid to grammar, spelling, punctuation, and all papers should be
proofread prior to submitting. Papers with improper syntax or other language errors will be graded to
reflect these deficiencies.
Students with writing deficiencies should seek remedial help at the writing center. All papers must be
submitted on plain copy paper, one-side, 12 point font, 1” margins, single-spaced, with page numbers,
and, where appropriate, headings and sub-headings. Use graphics where appropriate. Cite references
using APA style. All written assignments must be your own work; however, you may have discussions
with others to share ideas. To receive credit, written case assignments must be turned in when due.
The heading of written materials turned in should contain at minimum the following information:
Project Name or Title
Course: Mar 4804 – Marketing Analysis and Strategy
Submitted By: Student Name
Instructor: Dr. Lee R. Duffus
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MAR 4804 Marketing Strategy, Spring 2010
Date: Date assignment is due.
The case analysis will feature specific questions. Students are required to read the case and respond
to each in the sequence they were presented. These questions will be provided by the instructor the day
the case study is assigned. Before typing your response to each question, first type the question verbatim
(word-for-word), exactly as given by your instructor. You do not have the liberty to paraphrase the
question. Next respond to the question in the order asked. Note, some questions will be multiple parts.
Use separate paragraphs to respond to each part in the order asked.
CASES ARE DUE ON THE CASE DISCUSSION DATES SHOWN ON THE COURSE
OUTLINE.
The class will be divided into teams of 3-4 students. Each team will be responsible to prepare cases for
presentation in class. The team report will be turned in to your instructor for grading. Case discussion
are are duethe dates given on the course outline. On such dates, each team member is expected to
attend class and participate in the discussion. Individual team members without authorized
absences from presentation of case materials will have 5 points deducted from the team score
which will be out of 50 points for each case report. Instructor should be notified of planned absences,
at least two days prior to the presentation date.
Case materials turned in for grading will be investigated for plagiarism. If this is found to exist,
the entire team will bear the responsibility, which may include a course grade of “F” or worse.
Failure to turn in materials will result in a grade of “0” for that assignment. For materials turned
in late there will be a penalty of one point for each day late.
Before submitting any paper for grading, make sure you check it for grammatical and spelling
errors.
In-Class Case Discussion: Case Study
See caveats below.
Discussion Questions: Graded
A list of question is included in the course outline. These are individual assignments. Students are
required to develop researched answers to them for class-room discussions.
As shown in the course outline, some questions will be collected and graded. These will be specifically
assigned during the first week of the semester. They should be written up, typed, and turned in for
grading on the days shown.
Discussion Questions: In-class discussion only
A list of discussion-only questions is included in the course outline. These are individual assignments.
All students are required to develop researched answers to them for class-room discussions.
Means of Measuring Attainment of Objectives – Grading
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MAR 4804 Marketing Strategy, Spring 2010
Exam # 1 (100 points)
Exam # 2 (100 points)
Graded discussion questions (individual)
Case Studies (8) @ 50 points each (Group Assignments)
Total
A
B
C
D
F
80 points
120 points
100 points
400 points
700 points
90-100 percent
80-89 percent
70-79 percent
60-69 points
Under 60 points
Contacting the Instructor:
You may contact me at my office or home. If I am not available, please leave your name, phone
number and message. Your call will be returned as soon as possible.
Caveats:
Instructor reserves the right to revise the syllabus during the course of the term. You are
responsible to keep up with any changes announced in class.
1. The instructor reserves the right to assign pop quizzes during the semester.
Generally, these quizzes will be given at the beginning of classes. There will be no
advance notice as to the specific dates.
2. The final grade may be reduced up to 10% for excessive class absences; e.g., those
in excess of 2 class misses, assessment by the instructor and your peers of
substantial underperformance in team/case assignments, and failure to attend and
participate in team case presentations. This reduction also reflects instructor
assessment of your level of contribution and participation in class discussions of
the assigned questions.
3. Presentation format is important. Failure to abide by the required presentation protocol
will result in a 5 point reduction for each assignment.
4. If student misses a formally announced exam, a make-up exam will be given at a
designated date. Without a verified excuse, a total of 10 points will be deducted
from the student’s make-up exam score. Make every effort to attend all formally
announced exams.
5. Case write-ups are due on the dates explicitly identified in “Course Outline” section of this
syllabus as Case Discussion. On the date of Case Discussion, individual students will be
randomly selected and asked to discuss specific questions from your team submissions.
This means, each student is expected to arrive at the presentation with a personal copy of
the team report and be ready to be called on.
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MAR 4804 Marketing Strategy, Spring 2010
6. Exams will cover text and lecture materials (including PowerPoint presentations), as well
as information derived from class handouts, and assigned questions.
NOTE: ALL WORK HANDED IN MUST BE TYPED. PAPERS HANDED IN THAT
INVOLVE TWO OR MORE PAGES WILL NOT BE ACCEPTED IF THEY ARE NOT
TYPED AND STAPLED.
University Statements
Academic Behavior Standards and Dishonesty:
“All students are expected to demonstrate honesty in their academic pursuits. The university
policies regarding issues of honesty can be found under the “Student Code of Conduct” on
page 11, and under “Policies and Procedures” on page 18-24 of the Student Guidebook
(http://studentservices.fgcu.edu/judicialaffairs/new.html).All students are expected to study this
document which outlines their responsibilities and consequences for violations of the policy.
Disability Accommodations Services:
Florida Gulf Coast University, in accordance with the Americans with Disabilities act and
the university’s guiding principles, will provide classroom and academic accommodation to
students with documented disabilities. If you need to request accommodation in this class
due to a disability, or you suspect that your academic performance is affected by a disability,
please see me or contact the Office of Adaptive Services. The Office of Adaptive Services is
located at Howard Hall 137. The phone number is 239-590-7956 or TTY 239-590-7930.
Student Observance of Religious Holidays
All students at Florida Gulf Coast University have a right to expect that the University will
reasonably accommodate their religious observances, practices, and beliefs. Students, upon
prior notification to their instructors, shall be excused from class or other scheduled
academic activity to observe a religious holy day of their faith. Students shall be permitted a
reasonable amount of time to make up the material or activities covered in their absence.
Students shall not be penalized due to absence from class or other scheduled academic
activity because of religious observances. Where practicable, major examinations, major
assignments, and University ceremonies will not be scheduled on a major religious holy day.
A student who is to be excused from class for a religious observance is not required to
provide a second party certification of the reason for the absence. For insight into FGCU general Counsel Policies, please go to the following web location:
http://www.fgcu.edu/generalcounsel/policies-view.asp
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MAR 4804 Marketing Strategy, Spring 2010
EXAMPLE OF HOW TO RESPOND BOTH TO INDIVIDUAL TURN IN QUESTIONS AND
SPECIFIC CASE QUESTIONS
Blackberry
Course: Mar 4804 – Marketing Analysis and Strategy
Submitted By: Justin A. Anybody
Instructor: Dr. Lee R. Duffus
Date: January 11, 2019
1. Businesspeople also have specific needs and buying behavior when they act as consumers.
The Blackberry ad targets businesspeople who want to avoid losing touch, even momentarily,
with colleagues, clients, and other important contacts. Understanding the nuances of this
consumer market’s buying behavior, Blackberry presents its wireless device as a convenient
solution to the problem of staying connected at all times.
1. Does the purchase of a blackberry reflect a need or a want?
2. What personal and psychological factors in the buying process have been incorporated into this
ad?
3. Describe the decision process of a technologically unsophisticated consumer who decides to
purchase a new Blackberry for the first time.
4. What type of decision process would the corporation use in buying Blackberries for its
executives? Would the decision process be different if an executive was purchasing the product
for him/herself? Why or why not? Provide cogent and thoughtful reasons for your responses to
each question.
1. Does the purchase of a blackberry reflect a need or a want?
a. Want. There are other brands in this product class that would perform the desired function.
b. A need would be more basic; communication or time, and calendar. This device
provides constant calendar updates, and direct communication links with colleagues.
2. What Individual factors in the buying process have been incorporated into this ad?
a. Personal Factors
i. Occupation – ad appeals to busy workers and managers whose work requires them
to stay in touch while on the road
ii. Lifestyle – people who are very busy and need constant calendar updates as well as
communication links with colleagues
iii. Self-concept – people who see themselves as efficient and professional and want o
always be in the know
iv. Age – appeals to young technologically savvy business executive
3. Describe the decision process of a technologically unsophisticated consumer who decides
to purchase a new Blackberry for the first time.
a. Such a consumer, desiring to stay connected to office and colleague, would be somewhat
intimidated by the advanced technology represented by Blackberry. For this person, the
product would be high involvement. Thus the stages of the consumer decision process;
from need recognition to post-consumption evaluation would apply.
i. Need recognition
ii. Search
iii. Pre-purchase evaluation of alternatives
iv. Purchase
v. Consumption
vi. Post-purchase evaluation.
4. What type of decision process (consumer buying process) would the corporation use in
buying Blackberries for its executives? Would the decision process be different if an
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MAR 4804 Marketing Strategy, Spring 2010
executive was purchasing the product for him/herself? Why or why not? Provide cogent
and thoughtful reasons for your responses to each question.
a. To the extent that Blackberry’s are widely used within the firm, limited-repeat problem
solving would be used. This is because; the firm already is familiar with important features of
the product, including technical capabilities, performance, complexities and price. It is
unlikely that habitual decision would be used, since organization tends to utilize a more
deliberate budget-base process than individuals.
b. The decision process would be more complex if the executive were purchasing the product
for him/herself, only to the extent that the executive was a technologically unsophisticated
consumer. In such an event, the search and evaluation would be extensive and pre-purchase
requirements would involve external contacts with experts, and would likely involve the first 6
stages of the decision process. Why? One reason is since the product would for such an
executive be high involvement, high cost, and high risk. Thus, expertise is required to
assuage/alleviate the cognitive dissonance. If the executive were technologically
sophisticated the limited-repeated problem solving and probably habitual decision-making
– probably even impulse purchasing –unplanned, spur of the moment action triggered by
product display or point-of-purchase promotion would be employed. In this situation, the
decision process would be considerably shortened or would omit certain stages: e.g. search
and pre-purchase evaluation of alternatives.
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MAR 4804 Marketing Strategy, Spring 2010
Example of How to Write a Case Summary/Overview
Case Study: J Peterman Company
Summary Overview
NOTE TO STUDENTS. This first section/paragraph is the most important. It
tells what the company is, identifies the key individuals, who the customers
are, and presents performance statistics and trends.
John Peterman and partner, Donald Staley launched a catalog-based retail clothing
business, the J Peterman Company, in 1987. Sales, which were targeted to upscale
catalog buyers, grew rapidly, from $1.2 million in 1990, to $75 million in 1998. At its
peak, 15 million catalogs were mailed annually.
NOTE TO STUDENTS. This second section/paragraph speaks to the
operational scope of the case. In the J Peterman case, it addresses
company background, philosophy, culture, competition, and operating
approach. Also, it provides a lead in to the growth related problems caused
by changes in operational performance.
The corporate culture of the J Peterman Company reflected the individualistic approach
of its founder, which differentiated it from its competitors. The business approach led to
a customer relationship management (CRM) perspective that involved customers, and
made them care more about the product offered for sale. Unfortunately, the J Peterman
Company in expanding lost its CRM perspective. As sales expanded, employees
became less knowledgeable about the product offering. Ultimately, this led to bankruptcy
and sale of the J Peterman name in 1999, to the Paul Harris Company for $10 million.
Following the bankruptcy of Paul Harris Company in 2001 the company was acquired by
John Peterman for $600,000, including start-up cost. Following the repurchase, the J.
Peterman Company began by marketing specialty clothing items, to upscale consumers;
mostly female, using a novel approach featuring a catalog called an “Owners Manual,” of
product offerings, and a specially developed database. This was done to bring back
loyal customers from the original business experience. Key competitors included LL
Bean, J Crews, and Land’s End.
NOTE TO STUDENTS. This final section/paragraph identifies the issues or
problems raised in the case, or rationale for the case.
Peterman’s new plan was to re-infuse the company with the customer relationship
management perspective, and an expanded product line including; books, television
travel shows, soft goods, upholstered furniture, and direct mail/on-line retails. In 2002,
company sales were $2 million, and experts predict global industry retail e-commerce of
$105 billion by 2007. The J Peterman Company placed more emphasis on e-commerce
than strictly mail orders.
The principal issue/problem now facing the J Peterman Company is the effectiveness of
its web site in projecting a customer relationship management perspective.
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MAR 4804 Marketing Strategy, Spring 2010
Example of how to Prepare a SWOT Analysis
CART: Championship Auto Racing Teams
Internal Strengths
• Reputation for quality
• Strong presence in certain global
markets; e.g., Canada, Australia
• Large global TV audience
• Geographically diverse driver roster
• Mix of road, street and oval races
• More media exposure through contact
with Speed channel
Internal Weaknesses
• Leadership instability (by
CART)
• (CART is) Forced to promote
too many of its races
(negatively affects profits)
• Unfavorable US TV contract
• Defection of key teams and drivers to
IRL
• Lack of a clear branding strategy
• Loss of key sponsors; e.g., Fedex,
Honda, Toyota
• Decreased attractiveness for sponsors
• Decreased interest in CART in USA
• Weak financial position
External Opportunities
External Threats
• Increasing popularity of auto racing in
• IRL has an upper hand in the
the USA (All-American quality of Auto
battle for the USA market
racing)
• NASCAR dominates fans and sponsors
• Auto racing fans extremely loyal to the
in USA
sport
• Formula 1’s presence in Europe and
• Increasing popularity of auto racing in
China
global markets
• US racing fans prefer oval track racing
• Many potentially lucrative markets are • Sponsors demand a good return for
not familiar with auto racing; e.g.,
their investment
China
• Rebounding economy may encourage
companies to invest in sponsorships
•
Note that each of the cell entries in the above 2 by 2 matrix; e.g., Reputation for quality,
Leadership instability, etc., are grammatically complete and easily understood. The
statement, reputation would not be since the reputation can be either positive or negative.
Also, it would beg the question, reputation for what? Management excellence? Marketing?
Winning? Technical excellence? Safety? Etc.
HOW TO USE THE SWOT ANALYSIS IN STRATEGY FORMULATION: Conversion of
selected Weaknesses to Strengths and Threats to Opportunities.
Conversion of Weaknesses to Strengths (For this iollustration, only the first two weakness
identified are addressed. Other weaknesses should also be addressed in chronological order)
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MAR 4804 Marketing Strategy, Spring 2010
o Leadership instability
ƒ Of CART’s weaknesses, leadership instability is perhaps the easiest to
convert. For example, this could be accomplished by hiring a well-known and
respected person to lead CART (Example Statement: Cart should search
for and hire an accomplished/well known manager.)
o Forced to promote too many of its races (negatively affects
profits)
ƒ CART might convert the self-promotion weakness by partnering with a
promotion company, perhaps for a share of the profits (Example Statement:
Cart should explore, and pursue opportunities to joint-venture/partner
with an established and accomplished presentation company.)
Conversion of Threats to Opportunities (Only the first two threats identified are addressed
here. Others threats should also be addressed in chronological order)
•
IRL has upper hand in battle for USA market
The external factors that have impacted, and continue to impact CART and its
marketing efforts are;
ƒ The internal split that formed the IRL primarily generated CART’s negative
external factors
ƒ CART was forced to deal with rival league, rather than being able to
capitalize on the growth of motor sports
ƒ Fan preference for oval tracks has been a lingering problem
CART’s greatest threat is the competition from the IRL, NASCAR and Formula 1
• CART’s seem to possess few advantages over IRL.
• Its distinct point of differentiation is its brand recognition in foreign
markets. This suggests that CART might want to expand further in
foreign markets.
These are the analyses that will lead to your final strategy
recommendations
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MAR 4804 Marketing Strategy, Spring 2010
COURSE OUTLINE
January 07, 2010
Chapter 1: Foundation of Strategic Marketing Management
Sample Case Assignment: Fe’nix del Sur, LLC (no grade)
Prepare at home: For in-class discussion only (All Students):
1. In many organizations, marketing does not have a place of importance
in the organizational structure or hierarchy. Why do you think this
happened? What other business functions get more importance? Why?
2. Defend or contradict the statement: Develop marketing strategy is
more important than implementing marketing strategy because if the
strategy is flawed, its implementation doesn’t matter.
3. What is strategic marketing management? Why is it important in
modern marketing?
January 12, 2010
Lecture: Strategic Marketing Planning (PowerPoint Handout)
Sample Case Discussion (No grade): Fe’nix del Sur, LLC
Case Assignment: Jones Blair Company
January 14, 2010
Chapter 2: Financial Aspects of Marketing Management
Prepare at home: In-class discussion only (All Students):
1. How concerned are you about privacy and security in the new
economy? How have businesses responded to these new concerns?
Which is safer and more secure: online transactions or face-to-face
transactions? Explain.
2. What role, if any, should customers play in the strategic planning
process? Should they have a voice in developing the organizational
mission, marketing goals, or marketing strategy?
3. Defend or contradict the statement (your arguments should be well
thought out and thorough. There is no point for brevity that is not
adequately explanatory: Developing the marketing strategy is more
important than implementing the marketing strategy because if the
strategy is flawed, its implementation doesn’t matter.
4. How do you differentiate between marketing and financial objectives?
Which is more important to the marketing manager? Why (provide
reasoned arguments)?
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MAR 4804 Marketing Strategy, Spring 2010
January 19, 2010
Chapter 4: Opportunity Analysis, Market Segmentation and
Market Targeting
Case Discussion: Jones Blair Company
Case Assignment: Parvaderm Corporation
January 21, 2010
Prepare at Home, Discuss in Class, and Turned in for Grading
(Assigned to individual Students):
1. What is a market? What is a market opportunity? What is market
opportunity analysis? Why is it important?
2. What is market segmentation? What is a market segmentation
strategy? What happens when a business is able to segment a market
on the basis of needs but unable to demographically or behaviorally
identify the segments?
3. What criteria should be used in determining which segments a
business should pursue?
4. When would a business pursue a single-segment marketing strategy?
5. Why is a niche strategy often difficult for competitors to outperform?
6. Why is market segmentation a critical first step in building a Customer
Relationship Program?
January 26, 2010
Prepare at Home, Discuss in Class only (Everyone):
1. How do you differentiate between a market segment and a target
market?
2. Why should customer’ needs be the driving force in segmenting a
market?
3. What kind of problems can occur if a business segments a market on
the basis of demographic or usage?
4. What is benchmarking? What are the benefits of competitive
benchmarking?
January 28, 2010
Lecture: Developing Competitive Advantage and Strategic
Focus (Handout)
Prepare at Home, Discuss in Class only (Everyone):
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MAR 4804 Marketing Strategy, Spring 2010
1. What is strategic focus? What does the term competitive
advantage mean? Why are they important?
February 2, 2010
Chapter 5: Product and Service Strategy and Brand
Management
Case Discussion:
Case Assignment:
February 4, 2010
Parvaderm Corporation
Bates Manor Furniture Inc (A) (B)
Prepare at home, discuss in class and Turned in for Grading
(Assigned to individual Students):
1. What is a product? What is a service? How do you differentiate
between goods and services? Critique that statement: General Electric
markets products and services to consumers worldwide.
2. Consider the number of product choices available in the US consumer
market. In virtually every product category, consumers have many,
many options to fulfill their needs. Are all these options really
necessary? Is having this many choices a good thing for consumers?
Why or why not?
3. What is the product life cycle? Describe the different product
decisions that impact each phase of the product life cycle. If you lost
money with a product in the growth stage, why might you consider
retaining that product? Why would a firm or brand manager become
sentimental about a product and hold unto it, even in the face of
monetary losses?
4. Given the unique characteristics of services, what potential ethical
issues could arise in service marketing and delivery? How can a
service marketer prevent ethical challenges and convey a sense of trust
to customers?
February 9, 2010
Prepare at home, discuss in class (All Students)
1. What is the danger in asking customers what is important to them in a
particular product purchase?
2. How do product features differ from customer benefits?
3. What are the ways in which a business can improve the perceived
value of its products?
4. How does the personality of a spokesperson help shape the emotional
benefits of the product being endorsed?
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MAR 4804 Marketing Strategy, Spring 2010
February 11, 2010
Lecture: Situation/SWOT Analysis: A Framework for
Developing Marketing Strategy (PowerPoint)
Prepare at home, discuss in class and Turned in for Grading
(Assigned to individual Students):
1. What is a SWOT analysis? How are the key performance issues
identified in the SWOT analysis used in developing a strategic market
plan and building a marketing mix strategy?
2. What is a situation analysis? Why does the first step in the market
planning process involve a situation analysis?
3. What is the role of a SWOT analysis in the market planning process?
What is the role of key issues in the SWOT analysis?
February 16, 2010
Chapter 6: Integrated Marketing Communications Strategy
and Management
Case Discussion: Bates Manor Furniture Inc (A) (B)
Case Assignment: Swisher Mower and Machine Company: Evaluating a
Private Brand
February 18, 2010
Prepare at home, discuss in class (All Students)
1. Lite Beer commercials by Miller were the most noticed, remembered,
and liked ads on TV. Oscar Meyer commercials ranked twelfth on the
list of most remembered commercials. Can we claim that Miller ads
were considerably more successful than Oscar Meyer ads? Why or
why not?
2. “It is not important that the objectives and goals of an advertising
campaign be stated. Management only needs to know that
advertising’s fundamental goal is to generate sales and profits.”
Discuss this statement. Say whether you agree or disagree with it.
Give reasons for your position.
3. A district sales manager voiced the following complaints at a sales
meeting: “The average sales person costs the company $40,000 in
compensation and expenses. Why can’t we buy a few less $40,000
full-page advertisements in Time Magazine and use the money to hire
more people? Surely one individual working a full year can sell more
products than a one-page ad in one issue of Time.” Evaluate this
argument.
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MAR 4804 Marketing Strategy, Spring 2010
4. You are the marketing manager of a medium sized real estate
development company located in southwest Florida. The president has
just made the following statement: “The sales activity is not a concern
of the marketing department. The function of the sales department is to
sell products, and that of the marketing department is to develop the
collateral materials that support sales activities.” How would you reply
to this statement?
5. Should sales representatives participate in the establishment of sales
quotas for their territories? What would be the advantages and
disadvantages of their participation?
February 23, 2010
Exam 1: In-Class Case Study, Questions previously discussed)
February 25, 2010
Chapter 7: Marketing Channel Strategy and Management
Case Discussion: Swisher Mower and Machine Company: Evaluating a
Private Brand
Case Assignment: EMI Group, PLC: CD Pricing in the Recorded Music
Industry
Prepare at home, discuss in class (All Students)
1. What is a channel of distribution? What differences and similarities
would you expect between channels of distribution in industrial
countries; e.g., United States of America, and developing countries;
e.g., India.
2. Why is it advantageous to view a combination of sales and channels of
distribution as a channel system?
3. Marketing Channel decisions are among the most critical decisions
facing management. Why is this so? Provide examples.
4. Three of the most important trends are the growth of vertical
marketing systems, horizontal marketing systems, and multi channel
marketing systems. Differentiate between vertical, horizontal, and
multi channel systems.
March 2, 2010
March 4, 2010
No Class: Spring Break
No Class: Spring Break
March 9, 2010
Prepare at home, discuss in class and Turned in for Grading
(Assigned to individual Students):
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MAR 4804 Marketing Strategy, Spring 2010
1. Suppose the president of a carpet manufacturing firm has asked you to
look into the possibility of bypassing the firm’s wholesalers (who sell
to carpet, department, and furniture stores) and selling direct to these
stores. What caution would you voice on this matter, and what type of
information would you gather before making this decision?
2. What type of channel conflict is likely to be caused by dual
distribution, and what type of conflict can be reduced by direct
distribution? Why?
3. How does the channel captain idea differ among corporate,
administered, and contractual vertical marketing systems, with
particular reference to the use of different forms of influence available
in firms?
4. Comment on the statement: “The only distinction among merchant
wholesalers and agents and brokers is that merchant wholesalers take
title to the products they sell.”
5. How would you respond to the statement: “Marketing channels with
the highest sales always produce the highest profit?”
March 11, 2010
Prepare at home, discuss in class (All Students)
1. Why is it advantageous to view a combination of sales and channels of
distribution as a channel system?
2.
How has the use of only a direct channel system helped Dell Computer
grow over the past 10 years?
3. What is the difference between a direct and indirect channel system?
Why might a business use both?
4. What role do online channel systems play in the way we buy airline
tickets and stocks?
March 16, 2010
Case Discussion: Swisher Mower and Machine Company: Evaluating a
Private brand Distribution
March 18, 2010
Prepare at home, discuss in class and Turned in for Grading
(Assigned to individual Students):
1. How does e-marketing help businesses reach customers, lower cost,
and improve customer service?
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MAR 4804 Marketing Strategy, Spring 2010
2. How does the use of multiple channel systems affect the growth of a
business?
3. What are some of the ways a channel system can be a source of
advantage and contribute to a higher market share?
March 23, 2010
Chapter 8: Pricing Strategy and Management
Case Discussion: EMI Group, PLC: CD Pricing in the Recorded Music
Industry
Case Assignment: McNeil Museum of Art
March 25, 2010
Prepare at home, discuss in class
1. What are some similarities and differences between skimming pricing,
penetration pricing, prestige pricing, and above market-pricing?
2. The FGCU Corporation is a leading manufacturer of high quality
upholstered sofas. Current plans call for an increase of $600,000 in
the advertising budget. If the firm sells its sofas for an average price of
$850 and the unit variable costs are $550, then what dollar sales
increase will be necessary to cover the additional advertising?
3. What is price-based pricing? Cost-based pricing? Market-based
pricing? Why would personal computer manufacturers shift from costbased to market-based pricing?
4. Is there any truth to the statement, “geographical pricing schemes will
always be unfair to some buyers”? Why or why not?
5. Suppose executives estimate that the unit variable cost for their VCR
is $100, the fixed cost related to the product is $10 million annually,
and the target volume for the next year is 100,000 recorders. What
sales price will be necessary to achieve a target profit of $1 million?
March 30, 2010
Prepare at home, discuss in class and Turned in for Grading
(Assigned to individual Students):
1. What are geographical pricing strategies? Provide examples. Why
might GE Aerospace use cost-based pricing vs. market-based pricing
in developing a price for a U.S. Air Force contract?
2. How does a three-segment price strategy; student, household,
business, for cellular phones contribute to the customer value in each
segment?
3. When would a business use cost-based pricing?
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MAR 4804 Marketing Strategy, Spring 2010
4. How can a price decrease that increases volume and sales result in a
revenue or profit decrease?
5. A firm might set a low price on a product to discourage competitors
from coming in. Are there any situations when a firm might
deliberately want to attract customers into a new market and set a high
price for this reason?
6. How will the industry change as competitors enter the regional phone
market (it goes from being a monopoly to an oligopoly)? How will the
profit potential be affected?
April 1, 2010
Chapter 9: Marketing Strategy Reformulation: The Control
Process
April 6, 2010
Case Discussion: McNeil Museum of Art
Case Assignment: Braxton Technology
April 8, 2010
Comprehensive Marketing Program
Prepare at home, discuss in class
1. Why does a marketing plan need a champion or ownership team
within the organization?
2. How should business tie compensation to successful implementation
of a marketing plan?
3. If top management were considering a proposal to establish a public
relations department outside the marketing department, what would
your response be to this proposal? Discuss in the context of its
probable impact on: ultimate consumers, company employees,
suppliers, stockholders, and the community at large, and give reasons
for the position you have taken.
April 13, 2010
Prepare at home, discuss in class and Turned in for Grading
(Assigned to individual Students):
1. Why is “time to succeed” an important element of commitment to a
marketing plan?
2. Why is it important for those in responsible marketing positions to
understand the profit impact of marketing expenditure or investment
decisions?
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MAR 4804 Marketing Strategy, Spring 2010
3. What is market orientation? How does the market orientation of a
business impact customers, business performance, and shareholders?
4. You are the marketing manager of a medium sized real estate
development company located in southwest Florida. The president has
just made the following statement: “The sales activity is not a concern
of the marketing department. The function of the sales department is to
sell products, and that of the marketing department is to develop the
collateral materials that support sales activities.” How would you reply
to this statement?
5. A major national pediatric hospital experienced a decline in patients.
The management decided to hire a marketer to grow the business.
What are some of the steps that should be taken?
6. Why is implementation as important as marketing plan development in
achieving market success?
April 15, 2010
Chapter 10: Global Marketing Strategy
Prepare at home: For In-class discussion only (All Students)
1. What is protectionism? Give three examples of protectionism.
2. Henry is about to market his company’s products internationally.
Weeks before he starts this new marketing venture, Henry meets with
his business consultant. The consultant asked Henry how he decided
which countries to market his products. Henry said he researched each
country’s level of economic development. What does this mean?
3. What is the role of an export merchant for a firm choosing to market
their products internationally?
4. The expression, “Think Globally, Act Locally,” has been used with
respect to global marketing. Develop a reasoned argument explaining
what this means and why it is important.
April 20, 2010
Case Discussion: Braxton Technology
April 27, 2010
Final Exam In-Class Case Study, Questions previously discussed)
(10:30 –1:15 pm – Lutgert 2202)
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