Principles of Marketing Version 3 0 3rd Tanner Solution Manual

Principles of Marketing Version 3 0 3rd Tanner

Solution Manual

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 Principles of Marketing 3.0– Tanner
Instructor Manual

Instructor’s Manual
Principles of Marketing 3.0
Jeff Tanner and Mary Anne Raymond

Chapter 6
Creating Offerings

WHAT COMPRISES AN OFFERING?: QUESTIONS TO CONSIDER

1. How do the product-dominant and service-dominant approaches to
marketing differ?
2. Do “product-dominant” and “product-oriented” mean the same thing?
3. What is the difference between a technology platform and a product
line?
4. The text describes the different business models for the automobile
transportation market. What would drive consumers to select one
specific model? How do terms like technology platform apply to the
different models?
5. What is the difference between product depth and product breadth?

I. Discussion Questions
A. TYPES OF CONSUMER OFFERINGS
1. What are the four types of consumer offerings? How do they differ
from one another?
The following types differ from each other in the level of effort and thought
the consumer must put into each purchase:
a. Convenience offerings are products and services consumers
generally do not want to put much effort into shopping for because
they see little difference between competing brands.
b. A shopping offering is one for which the consumer will make an
effort to compare and select a brand.
c. Specialty offerings are highly differentiated offerings, and the
brands under which they are marketed are very different across
companies.
d. Unsought offerings are those offerings that buyers do not
generally shop for until they need them.

2. Is it possible for cemetery plots or caskets to be a shopping good or a

specialty good? Or are they always unsought goods?

© Tanner & Raymond 2016, published by Flat World Knowledge

 Principles of Marketing 3.0– Tanner
Instructor Manual

One could argue that they could be specialty goods if a consumer is engaging
in preneed funeral planning.

B. TYPES OF BUSINESS-TO-BUSINESS (B2B) OFFERINGS

1. What types of offerings do businesses buy? How do the offerings
differ in terms of how they are marketed?
The primary categories of B2B offerings are:
• Capital equipment offerings
• Raw materials offerings
• OEM offerings
• MRO offerings
• Facilitating offerings
With the exception of MRO offerings, most business offerings involve direct
communication between the supplier and the purchaser. Purchasing
decisions are more complicated, requiring relationship-building. MRO
offerings can also utilize Web sites.

2. As you learned early in the chapter, consumer offering can belong to

different categories depending on how the buyer wants to purchase
them. Is the same true for business offerings?
No. Business offerings are classified based on how the product is used by the
buyer.

C. BRANDING, LABELING, AND PACKAGING

1. How do brands help companies market their products?
A brand creates recognition among consumers about what the brand,
signified by its name, picture or design, symbol, and so forth, means.
Marketing professionals want an offering to support the company’s brand
and position in the mind of the consumer.

2. What is the purpose of a brand extension?

It utilizes an existing brand name or mark for a new product category in an
effort to attract consumers already loyal to the brand name or mark to the
new product category.

3. When would you choose a brand extension over a new brand?

When the company already has a good reputation for high quality, long-
lasting durability, performance, or other important qualities; when
customers already trust the company; or when the product would be sold to
a market similar to the one already being served.

4. Name the basic types of packaging used in marketing.

Primary packaging holds single retail units of product. Secondary packaging
holds single wholesale units of product. Tertiary packaging is designed

© Tanner & Raymond 2016, published by Flat World Knowledge

 Principles of Marketing 3.0– Tanner
Instructor Manual

specifically for shipping and usually consists of pallets of the product

wrapped in plastic.

D. MANAGING THE OFFERING

1. What is a brand manager?
A brand manager is the person responsible for all business decisions
regarding offerings within one brand.

2. How do brand managers differ from category managers?

Brand managers handle one brand; category managers often handle multiple
brands within a broad group of offerings. A brand manager often reports to a
category manager.

3. What is a market manager?

A market manager is responsible for business decisions within a market.
How the market is defined can vary.

4. Which type of manager has the most marketing responsibility?

The category manager is usually the manager with the most responsibility
because he/she is managing a broad group of offerings.

II. Practice Questions

1. How is marketing capital equipment different from marketing MRO

offerings?
Professionals marketing capital equipment often have to direct their
communications to many people within the firms to which they are selling
because the buying decisions related to the products can be quite complex
and involve many departments. MRO offerings may have salespeople who
establish the initial buying relationship, but ongoing sales are also done via
Web sites. Additionally, there is more competition with MRO offerings.

2. What are the marketing implications for your company if buyers

stop viewing your primary offering as a shopping good and begin
considering it a convenience good? How would you respond to the
change?
Customers have stopped seeing little difference between your product and
competing brands and will not put forth much effort to buy your brand. If
you want to move your offering back to being a shopping good, you will have
to work on creating brand recognition and preference in your customers’
minds. If you remain in the convenience good category, you should get your
product in as many places as possible where a purchase could occur.

3. Can you market unsought goods? If so, how?

© Tanner & Raymond 2016, published by Flat World Knowledge

 Principles of Marketing 3.0– Tanner
Instructor Manual

Some unsought goods can be marketed as preneed purchases, meaning

customers are persuaded to buy the products before they actually need
them; peace-of-mind offerings. Others can be marketed for name recognition
so that when the product is needed, the particular brand comes to mind and
the consumer naturally goes with what sounds familiar.

4. How does packaging add value for consumers and retailers?

Packaging protects products from damage, contamination, leakage, and
tampering, but it is also used to communicate the brand and its benefits,
product warnings, and proper use.

5. If consumers find the most value in the services of your offering

rather than the tangible product, how will perishability, intangibility,
variability, and inseparability influence your marketing? Be specific for
each characteristic.
A service is an action that provides a buyer with an intangible benefit.
Perishability, variability, and inseparability add up to the challenge faced by
service providers. Provide students with examples of services (such as
waiting tables) or ask them to pick a service of their choice and then answer
the question. This will help students answer with increased clarity and
specificity.

6. Choose two of the different marketing jobs or positions described

and compare and contrast the challenges associated with each. One
position should be one you would want while the other is one you
would not. Why did you pick one over the other?
The several positions described are that of brand manager, product manager,
category manager, market manager, and vertical market manager. A brand
manager is the person responsible for all business decisions regarding
offerings within one brand and is charged with running the brand like a
business. This involves more complexity and the decisions made are wider in
scope and have far-reaching implications. The category manager has the
most responsibility because he/she is managing a broad group of offerings.
This question can be further answered by conducting an in-class activity.
Answers may vary.

7. Describe three decisions that would be made differently from a

product-dominant approach when compared to a service-dominant
approach. What is each decision and how would it be different?
As the names suggest, using the product-dominant approach can result in
marketing professionals focusing too much on the product itself and not
enough on the customer or service-related factors that customers want. The
service industry can implement new offerings much more quickly than
manufacturers of products. For example, by describing how you want your
hair cut, you are, in effect, assisting your hairdresser in creating a new

© Tanner & Raymond 2016, published by Flat World Knowledge

Principles of Marketing Version 3 0 3rd Tanner Solution Manual

Principles of Marketing 3.0– Tanner

Instructor Manual

offering. The three decisions can be discussed in class as examples. Students’

answers may vary.

8. When would a product orientation be useful? Why?

Product orientation is useful for firms that believe the best way to capture
market share is to create and manufacture better products at lower prices.
This is easily achievable by a company which can strip out the features of its
already existing product, add new features, and offer it without taking efforts
to change its service policies or even its price.

9. Describe an example of a core product where there are many

different augmented products and the augmented products are
considered very different by the consumer or user.
Students’ answers may vary. A simple example could be that of a cell phone
as the core product. The services and accessories (headsets, memory cards,
screen guards, etc.) surrounding it are the augmented products, which are
also stand-alone products from the point of view of a consumer.

10. The text says that branding is much more than labeling or
packaging. Provide some examples where you believe the product did
not live up to the brand. Using examples to illustrate how consistency
works, discuss how the offering and the desired brand image have to be
consistent.
Many consider branding to be much more than how the product is packaged
or labeled. Characteristics of the offering, such as pricing and quality, have to
support the brand’s position. Branding refers to strategies that are designed
to create an image and position in consumers’ minds. For example, if a brand
stands for education, then the products and services have to be educative.
Examples of airlines and cosmetics brands can be picked up for discussion in
terms of products that did not live up to their marketing claims.

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