Running Head: MARKETING.
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Marketing
Students Name:
Lecturers Name:
Unit Title:
Submission Date:
MARKETING.
1. Describe how the shifts societal forces have impacted marketing over the years.
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The shift in changes within the society has affected marketing in the following ways,
more and more people are demanding foods that are healthy and contain less cholesterol. Also
consumers are demanding to buy products that are safe to use as well as those that save on
energy and do not harm the environment. Manufacturers of products such as cars must produce
products that ensure safety is taken in consideration first when the product is in use. Those that
make products such as light bulbs must ensure that their products do not consume a lot of energy
while all producers of all products in the marketplace must ensure that their products are
environmentally friendly.
2. When was the last time you participated in a survey? How helpful do you think the
information was you provided? How could the research have been done differently to make
it more effective?
I participated in a survey last month. The survey was about how I rate the services of an
internet service provider. The information that I provided will enable the internet service
provider to improve his/her service delivery. Through the research, the researcher was able to
identify loopholes in his/her service provision. The research was conducted online; it could have
been conducted face to face in order to encourage interaction between the researcher and me.
3. In your opinion is targeting minorities exploitative or is targeting minorities a sound
business practice? Explain your position.
MARKETING.
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Producing products or offering services that target minorities is not exploitation but
taking advantage of market opportunities. Most minorities in the country at times feel that
companies are targeting the majorities since their market will be large and they will derive more
profits from them. For example, the Japanese make up less than 1% of the American population;
it would thus be unprofitable to open up a Japanese restaurant or even set up a clothing shop that
sells traditional Japanese clothes.
4. How is brand equity built? Describe 2 of your favorite brands. ( pick something in
fashion. I love shopping so, something in the fashion brands J
Brand equity is built in the following ways; the producer conducts marketing research so
as to produce a product that solves consumer problems or one that satisfies their needs. The
producer also produces products that are better than those of competitors and markets them in the
appropriate channels so as to increase product awareness. Brand equity is also built by providing
the best customer service as well as offering products that are of high quality and affordable. I
love the BMW 7 series cars, this is because it is an innovative model, it has hydrogen built
internal combustion system, I thus fuel it with liquid hydrogen, it is also a covetable 2 seater car.
I also love Prada products because they are trendy and fashionable. The company produces
various types of designer clothes as well as watches.
5. Review the BMW case on pages 238-239. describe the pros and cons to BMW’s selective
target marketing? What has the firm done well over the years and where could it improve?
The pros of selective target marketing are that the company is able to exploit an untapped
opportunity, the company is also able to focus and pay attention to the customer needs as well as
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tailor specific products so as to solve such needs. The cons of selective target marketing are that
BMW will only profit from a specific market niche. The company will also neglect other
opportunities in the market place as a result of focusing a lot on providing a specific product to
solve certain needs to certain consumers in the market place. Over the years, the firm has
produced a variety of products to suit different needs of car consumers such as producing motor
sports cars, motor cycles, sports cars as well as rally cars. The company has also ensured that
their cars are fuel efficient by ensuring that they run on less petrol. The company can improve
better by producing cheap cars as well as those that run on lower energy so as to save on
consumer costs.
6. How can companies use packaging, labeling, warranties, and guarantees as marketing
tools
Packaging, labeling, warranties, and guarantees can be used as a marketing tool in the
following ways; good packaging can improve the companies’ image while labeling will enable
the companies’ products to look different from the products of consumers. It will thus be easier
to pick differentiated products from the point of sale. Guarantees will increase companies’ sales
since the customer will not incur a lot of costs when repairing the product over a certain period
of time.
7. Colleges, universities, and other educational institutions can be classified as service
organizations. How can you apply the marketing principles developed in this chapter to
your school? Do you have any advice as to how they could become better service
marketers?
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The marketing principles developed in this chapter can be used to my school in the
following ways; the university can expand in other areas of the country so as to make it more
convenient for people to study, fee prices can be reduced so as to provide affordable and
accessible education, more courses can be introduced so as to satisfy the various educational
needs for learners, the university can set up educational facilities globally as well as advertise in
the appropriate channels so as to create awareness of the different courses that the university if
offering.
The university can become better service marketers by visiting high schools so as to meet
potential students that are about to finish high school and would like to join universities, they can
also introduce a wide range of courses so as to cater for the needs of different learners as well as
advertise through social media services.
8. In your opinion should national-brand manufacturers also supply private label brands?
Explain why or why not
National-brand manufacturers should also supply private label brands because it enables
the consumers to easily access other products that are not available in the country or local area. A
national brand manufacturer would also ensure that there enough supply of the products in the
market since they possess the resources to ensure that production is sustainable, they also have
better links to supermarket chains as compared to suppliers of private brands.
9. Do you believe that great sales people are born or made....why?
Sales people are made not born; this is because one must attend training so as to improve
his/her sales skills. During training, one is taught how to approach potential clients, how to
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convince clients into purchasing a product, explaining the usefulness of a product to customers,
how to close a sale as well as how to record sales transactions.