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Please explain the differences in their approach for the consumer.
Selling Philosophy: a selling philosophy predominates where the selling function is most valued. The assumption is that any product can be sold if enough selling effort is given to it. Marketing‟s job is to sell whatever the organization decides to produce. Although selling is one component of marketing, organizations driven by a selling philosophy emphasize selling efforts to the exclusion of other marketing activities. Marketing Philosophy: a marketing philosophy suggests that the organization focuses on satisfying the needs of customers. This focus applies to people in the marketing function as well as to those in production, personnel, accounting, finance, and other functions. Production and selling are still important, but the organization is driven by satisfying customer needs. One example of a selling philosophy wherein the selling function is of most importance is Amazon.com. Amazon.com seeks to be the world's most customer-centric company, where customers can find and discover anything they might want to buy online at a great price. Amazon.com and sellers list millions of unique new and used items in categories such as apparel and accessories, electronics, computers, kitchenware and housewares, books, music, DVDs, videos, cameras and photo items, toys, baby items and baby registry, software, computer and video games, cell phones and service, tools and hardware, travel services, magazine subscriptions and outdoor living items.” Another tech company meanwhile emphasizes the Marketing philosophy technique which concentrates on the customer empowerment experience. The marketing process for Dell.com is emphasized from the frontend through the back-end to make a seamless online shopping experience.
№2 Give practical examples of the ways how McDonalds’ increases the satisfaction of their customers.
Credit card acceptance During the rush hours additional order scheme Wider range of meal Opens Mac-autos in all restaurants Free gifts for kids Increase the share of healthy food (salads, decrease oily and spicy food)
№3 Explain the role of Walmart as one of marketing performers in a physical product distribution.
Physical distribution is simply the act of getting product in the hands of the consumer. Sam Walton was one of the first to understand this when he created Wal-Mart. He created the discount superstore store concept and concentrated on lowering the cost of physical distribution to rock bottom. He did not sell any. The concept of the discount superstore has been wildly successful at lowering the cost of everyday items. Walmart through the companies use of a precise physical distribution; including suppliers, manufacturers, wholesalers, and use of the JIT inventory management, distribution centers, modes of transportation, superstores and hypermarkets, has been able to become a leader in the its market worldwide. With stores in the US, Mexico, UK, Japan, India, Argentina, Brazil, and Canada require the company to review every aspect of the organization and minimize cost. Physical distribution would be one of the largest expenses outside of employees where the company could save money. In such the company and refined every aspect of the process to reduce cost, increase customer satisfaction and continue to expand in global dominance.
№4 Please implement SWOT-analysis for TOYOTA in the Russian market.
It gives competitive advantage to company) Opportunities .From the last quarter of 2009 to the first quarter of 2010 it recalled more than 8 mln trucks and cars worldwide including Russia in numerous recall campaigns .Initiates new technology .New local products .Toyota Manufacturing Company is the world‟s largest vehicle manufacturer by production and sales .Global competition (need to focus on innovations) . reliability. .Most brands are offered in key markets. Decreasing of the demand for large family cars .Production of fuel-efficient cars can attract more customers .Saturation and increased competition. intense marketing campaigns increasing competitive pressures . That is how they can achieve economy of scale easily. such as USA and Japan.Rising oil prices (fuel costs) and the costs of maintaining cars №5 Please implement SWOT-analysis for Unilever in the Russian market.g.Increase production volumes .Wide range of products (from laundry to food & beverages) . Kraft.Legal effects (If the government introduces any law for tax or new limits for production. value of money and convenience .Strong distribution and marketing efforts focused on meeting diverse needs and close involvement with customers .Strenghts . not RF Threats .Environmental effects (Peoples don't like to buy products which can be harmful for the environment.To expand more aggressively into new segments of the market.Changing demographics e. The launch of new model by Toyota is intended to take market share in youth market Weaknesses .Economic downturn .) №6 Please implement SWOT-analysis for McDonalds’ in the Russian market.Strong portfolio of brands .Effective and attractive packaging .Substitute products Threats .Economy of scale (it operates 270 manufacturing sites around the globe.Price quality and variety . etc) .Emerging new markets (company can expand their business to cover such markets as Iran. quality. Nestle.Toyota is best known for environmentally safe. number of large families is declining. Company needs to focus on how to become environment friendly) . durability. Strenghts .Changing life styles according to people‟s demand for innovations .Company spend huge amount on Research and development worldwide. .Move operations to undeveloped countries Weaknesses .Promotion and advertising .Strong competitors (P&G.First Russian branch was flung Opportunities . Iraq and Afghanistan) .Competitive advantage .Company operates around 100 countries .
adapts to the cultural differences regarding the region Opportunities . placement.one of the world‟s most recognized logos .It has yet to accomplish going on the trend of organic food. KFC .create new product offerings . newspapers. And finally its moto: “Go Further”. but the most popular in Russia are cars of medium and business class such as Ford Focus and Mondeo.strong global presence . In other words. Moreover it is an official sponsor of many sport events such as Champions League and various motocross championships. Zara's Unique Selling Proposition (USP) is to create or imitate the latest trends within a short two-week period. supermarkets) . Threats . Zara is a popular Spanish clothing store that uses a very unique marketing strategy. Placement: Ford uses specific dealers to make its products available. . billboards. promotion. Zara is said to have the "most unusual strategy.Declining market share .brand equity world-wide . It has quite a strong influence on the Russian market.lack of innovative products .successful items: Happy Meal.Slowed revenue and income growth . let us start: Product: it is obvious that Ford is one of the leading world producers of automobiles. Big Mac. the new styles are available on sales floors for no longer than 4 weeks. Taco Bell. placement of Ford involves all activities that make the product available to the targeted customer. Because they do not outsource their manufacturing. the company preferred to invest a percentage of revenues in opening new stores instead. Moreover it has such offerings like leasing and simple credit.g.Health issues regarding the fast food chain. its inventory is immediately pulled from the floors and discontinued after one week.high employee turnover . nowadays it has 120 points of sales in more than 77 cities of Russia and has 106 official dealers. . price.Foreign currency fluctuations are regarded to be a major problem as it uses standard pricing for its food items . customers feel the pressure to buy an item for fear that it may not longer be there next time. magazines. Because items move so quickly through Zara stores. . Moreover it has its own plant in the given region which makes its products cheaper and even more attractive. In the case that a product does not sell.Only serving 1% of the world‟s population Weaknesses .Strenghts . The marketing mix for Ford can be best described through 4p‟s: product. the company is able to more quickly respond to fluctuating customer demands in fashion trends.Balance sheet position .It can adapt to the needs of the societies and undergo an innovative product line.uses economies of scale for reducing the cost .. Promotion: Ford uses numerous channels of distribution of its advertising to customers: through internet. tv.Recession or down turn in economy may affect the retailer sales №7 Please describe the marketing mix for Zara (Inditex) in the Russian market. Wendy‟s. etc. it is quite easy for the customer to find a golden mean between affordability and desirable automobile. It provides a big range of automobiles from sedans to various rovers. №8 Please describe the marketing mix for Ford in the Russian market.Emergence of major fast food competitors: Burger King. Price: Ford has a very good pricing model on Russian market.. . etc. So." Zara's marketing strategy is very effective because of its 1) Affordable prices 2) Unique response to market demands.its policy of zero advertising.Respond to social changes .price competition with competitors resulting in low revenue .Joint ventures with retailers (e.
It adopted the VTB Group 2010–2013 Development Strategy. VTB‟s new strategy efforts are focused on “growth points”. achieving target return on equity level and increasing the Bank‟s market capitalisation. public utilities. which is their response to dynamic changes in the economic and social environment.№9 Please formulate and justify the key marketing objective for VTB 24 for the Russian market that you believe may be included into their strategic marketing plan. They pay particular attention to strengthening international standing. In our case this product will go into a category of a „question mark‟ because it has relatively small market share but it is a new fast growing market. №10 Please give an example of key steps of the market development strategy according to I. They maintained their traditional focus on strengthening investor and shareholder relations. KFC. transport infrastructure. Burger King. power generation. They have 5% of this growing market. The Russia Calling Investment Forum has helped improve the overall investment climate in the country. which include the high-tech sector. What area of BCG matrix may this product go into? Please explain your decision. Subway. Their Wayplate is a steel sandpaper replacement for which they have sole rights.McDonalds’. That is why. in order to have higher profits and obtain more cash from this product the company should invest in this product and gain higher market share to transform it from „question mark‟ into a „star‟ and later into a „cash cow‟. . car manufacturing. VTB24 supports key economic sectors. the food industry and agriculture. Place the following restaurants onto the Porter Generic Strategies matrix .Ansoff’s matrix using any company upon your choice. Corporate social responsibility is at the heart of VTB‟s business and is the foundation of the Group‟s longterm success. The key priorities include improving the efficiency of business. VTB24 is continuously striving to develop their business and improve the quality and efficiency of operations. (Tesco) Market penetration Increase in its share of the grocery business at the expense of Sainsbury‟s Market development Movement into the convenience store market Expansion abroad Product development Expansion into petrol sales Development of financial services Diversification Today Tesco is so all embracing that diversification would have to involve something entirely outside Tesco‟s current range of activities and sold in foreign markets or to business customers №11 The Company A has a high share in the new market for sandpaper replacement products. №12 Consider the global market for restaurants.
4. by telephone. Then we are collecting the observations about human – their preferences and etc. Based on this. Research Design Outline: Who collects data: the company . and ideas. Examination of secondary data. services. please provide a brief research design outline. such as Census Figures. Based on this. how can you define the research problem in this case? №14 Assume that the company wants to know why their sales are falling in New Zealand.McDonalds. by mail and by internet. Assume that the company does not not know who their customer is and hence cannot target advertising. how will you collect the data that you will analyze to solve this problem? Marketing Research Involves collecting. Generation of Primary Data. Analyze the data that we have collected. organizations. We put a problem – why our sales are falling? 2. KFC and Burger King gain competitive advantage from being able to produce at the lowest cost. This allows the company to desensitize prices and focus on value that generates a comparatively higher price and a better margin. 1. There are several methods: In person. and analyzing data about specific issues related to the marketing of goods. Factories are built and maintained. Subway satisfy the needs of customers through a sustainable competitive advantage. We need to make a survey of our potential customers. Costs are shaved off every element of the value chain. Based on this. These costs must be offset by the increase in revenue generated by sales. labor is recruited and trained to deliver the lowest possible costs of production. places. Internal(Accounts Receivables/ Payables. P & L Statements) and External (Government Publications. Also we are able to experiment with our customers. №15 Assume that the company wants to know why their sales are falling in New Zealand. people. tabulating. The differentiating organization will incur additional costs in creating their competitive advantage. №13. 'Cost advantage' is the focus. Nongovernment Publications) 3.
keeping in mind the price sensitivity of this target customer. №19 Let’s assume you represent the company that runs musicals in Moscow. We can start with secondary research to get background information. Levi‟s brand is: men‟s. etc. Recently they‟ve changed the target consumers. because first of all we need to identify the problem. outerwear and accessories. they have a tie-up with Walt Disney. For this. but the main category is the youth from 15 to 25 years old. that is “501 product line". In addition. as the sales were falling. gender (male/female). Every chocolate bar has an ideal target market (buyers) and this is broken down into: Age. it also provides special facilities like „Play Place‟ or birthday parties where children can play arcade games. To target the teenagers. distribution channels. facilities like Wi-Fi are also provided to attract students to the outlets. capturing demands. having the best moments of his life with friends and Mars bars. Levi‟s provides a wide range of products that target different market segments. customers preferences. jeans – related products. №17 Please give a profile that describes a target market consumers for McDonalds’ McDonald‟s uses demographic segmentation strategy with age as the parameter. At several outlets. McDonald‟s has priced several products aggressively. It may serve as the input to conclusive research. Who or what to be studied: target consumers Technique to be used: observation & experiment of past and current performance of the company Cost Factors: competitors. knits and woven tops. . then conduct a focus group (qualitative research design) to explore the issues. etc. Through a number of sub-brands they target specific consumer segments and provide product differentiation for their retail customers in their selected distribution channels. money/economics/lifestyle. and launched the “Break From The Norm” adverts so people began to see their bars as chocolate for teenagers. The profile would be the following: a young man of 14-21 years old. Time Frame: last years of company‟s performance and current situation When & Where: in New Zealand №16 Please give a profile that describes a target market consumers for Mars chocolate bars. Most of the MARs‟ bars were targeted at the middle aged consumers. What information: exploratory/conclusive: we should use exploratory research. What you may want to study and then adopt using a benchmarking from an airline company? Please explain your decision. women‟s and kids‟ jeans. The main target segments are children. They have different clothing lines. This strategy is aimed at making McDonald‟s a fun place to eat. youth and the young urban family. This also helps McDonald‟s to attract the young urban families wanting to spend some quality time while their children have fun at the outlet. The company markets a broad line of branded clothing that appeal to diverse demographic groups in markets around the world. values/interests. Methodology: it is possible to use more than one research design. of the average income family. Exploratory research is conducted to explore a problem to get some basic idea about the solution at the preliminary stages of research. air hockey. №18 Please give a profile that describes a target market consumers for Levi’s. and for older consumers there is "original fit" line. So to attract children McDonalds has Happy Meal with which toys ranging from hot wheels to various Walt Disney characters are given.
the objective is realistic as the marketing resources are in place to conduct the segmenting and targeting exercise and access to the extra stock required Time Specific . such as classes.association. Sega Megadrive. The search for "best practice" can taker place both inside a particular industry. №20 Using the S. actual – shoes& other clothing. we can be interested in pricing strategies of an airline company because everybody know that it is a strong point of such companies.A. this can be for different ages. or for different opening times.the increase in market share is to be achieved within 12 months. Perekrestok based on location convenience and product variety dimensions. №23 Put the following products on the Product Life Cycle: MS-DOS. Fax machines. market share amounts can be established based by monitoring the overall value of sales in terms of dollars Achievable . Numeric and qualititive) objectives for the generic marketing plan. №22 Please draw your estimated perceptual map for Auchan. we also can adopt it in our industry. measurable. we deal with Functional Benchmarking it is when businesses look to benchmark with partners drawn from different business sectors or areas of activity to find ways of improving similar functions or work processes. rulers. will set a target of 30% market share. realistic and time specific (SMART) As an example. meaning we need an extra 10%. One similar function for both companies is selling tickets for providing services. ABC stationary supplier sells its goods to newsagents across the country and they want to boost revenue for their product range. Since airline company isn‟t our competitor.g. Specific. Introduction: Internet Telephones . Access to funding is also necessary for the acquisition of extra stock to fulfill increased demand. Play Station 2. Approach please give a specific (e. we can sell tickets for musicals at different prices. This can range from having an experienced and knowledgeable marketing team to capable sales staff. nike online allows you to personalize your trainees. In this case we. Metro.need to understand the latest preferences of customers in the identified segments and appropriately target each stationary item such as pens. moreover. and also in other industries. Specific . and calculators to maximise sales volumes Measurable . must examine how an airline company achieves its performance levels and understand the processes they use.T.current market share is 20%. achievable. we could define it using the "SMART" approach as follows: To gain 30% market share for stationary by 2010.R. a regular progress update will be taken every month to track level of success №21 Please formulate 3 levels of product using a single word or a simple phrase for Nike sport shoes. Hence. core. and. Real.M. exercise books. Very efficient method of pricing strategy which airline companies use is price discrimination which is setting a different price for the same product in different segments to the market. Internet Telephones (WAP or 3G). To detail this objective more clearly. For example. Realistic . Palmtop computers. according some constrains which will give us best results and profits.ensuring technical competency and commitment of all personnel involved in the development and implementation of strategy. So. as the representatives of the company that runs musicals.As we know Benchmarking is the process of identifying "best practice" in relation to both products (including) and the processes by which those products are created and delivered.
Sega Megadrive №24 Please provide any new product idea that you may currently have and prove that this new product will be well accepted in the market. you have the beginnings of a new product for children: a booster seat.Price at $50. №25 Let’s assume that you are owner of the regular restaurant.000 units. Note that removal innovations are ideally more than just the “unbundling” of a product to achieve a reduced price.000 units. sales 18.000. The Removal Template Process: Identify the component parts and features of an existing product.000 then the sales recorded of 100. Instead.Product B .Growth: Palmtop Computers Maturity: Playstation. Fax machines Decline: MS-Doc. and asking this question. Now.Price at $12. price reduced to $40. like IKEA‟s cheap furniture with all the assembly required. Consider a simple chair comprised of a seat. legs and back rest. If you remove the legs. price reduced to $10. sales 12.000 units . What specific actions you may want to implement to add consumer value to your service? №26 Calculate the price elasticity index in the following conditions: product A . remove one.000.56 Price 0 Price 1 Quantity 0 Quantity 1 Price elasticity of demand Price elasticity of demand = ((Q1-Q0)/Q0)/((P1-P0)/P0) №27 . the new product should offer new benefits.00 Product B 50000 40000 18000 20000 -0.000 then the sales recorded of 20.000 units. removing different components. Does the new product configuration offer any benefits? Keep returning to the original product. for example. Product A 12000 10000 12000 100000 -44.
№31 Assume that you work for company manufacturing designer clothing. Company manufacturing dairy products must take into consideration that fact that the shelf life of their products approximately 4-7 days. What types of distribution channels you may want to use to organize the sales for your products? Please explain your decision. The advantage of selling directly is keeping the full retail selling price and do not have to pay the margins of wholesalers and retailers. Price=100/((100-20)/100)=125 Price = Product cost (100 – Markup percent)/100 №28 Assume that you own a small company manufacturing fish hooks. The conventional distribution model for clothing has three levels: the producer. All other channels won‟t be appropriate for this type of product because of their long way and time from the factory to a consumer. With low-wage. And before choosing distribution channels we should consider some important factors. №29 Assume that you work for company manufacturing dairy products. high-volume production in China and Turkey. as trends and fashions can change quickly. time-to-market is critical to retail clothiers. For promoting designer clothing first of all advertising type of promotion should be used. the wholesaler and the retailer. What types of distribution channels you may want to use to organize the sales for your products? Please explain your decision. the company can maintain low input costs and often outfit its stores with the latest trends within a month of the initial design. Personal selling that involves oral communication would also be effective because in this sector . What types of distribution channels you may want to use to organize the sales for your products? Please explain your decision. A key ingredient in retailing success is the strength of a company's distribution channels. And also you can devote most of your time to processing. Unlike many industries.Please calculate the price using markup pricing method based on the following data: product cost $100. If I have worked for a company manufacturing designer clothing I would better choose direct distribution because not all clothing retailers use this distribution model and it will give our company advantage over others by maintaining low costs and a fast time to market. This is a timetested system with many well-established members at all levels. markup 20%. however. What types of means may want to use to promote your products? Please explain your decision. The conventional distribution model. Those are direct and retail outlet distribution channels. Selling directly to consumers can be done from a small shop. Advertising would be an effective way to enhance company‟s image and form brand awareness. The advantages of Selling to retailers include selling greater quantities because your products are on sale in many more locations than if you were doing your own marketing. usually attached to the processing facility. or at the local retail market. especially fashion magazine advertising. Having access to good distribution is fundamental to good marketing. calls for all parties in the channel to protect their own best interests. №30 Assume that you work for company manufacturing designer clothing. that is why only short distribution channels should be adopted.
trade fairs and exhibitions. For example. I‟d sell by wholesale. public relations as a part of the marketing communication mix should not be ignored. because it has several benefits for the advertiser. public relations. on specialized channels for fishermen. it‟s an "indirect-marketing channels". our company targets a specific consumer who takes a great interest in fishing. that is why it is important for them to proactively deal with the media in a positive way. I don‟t need to open my own store and I avoid the risk that opening a store in a foreign market brings in. personal selling can involve the development of longstanding client relationship. In this case the manufacturer (me) sells directly to customers. has announced: “We sometimes face unfair competition from the smaller players. I would do a "direct-marketing" channel. so a client can come back to the particular store to his/her personal assistant. Another good way of promoting fish hooks would be sales promotion. What types of means may want to use to promote your products? Please explain your decision.of products (clothing) consumers expect sales assistance and service in stores. What country you may want to enter first and why? Please explain your decision. Danone bought out Unimilk and Pepsi bought Wimm Bill Dann. to see if there is a real demand. What types of means may want to use to promote your products? Please explain your decision. the two Russia‟s largest . it has no intermediary levels. Promotion needs to be precisely coordinated and integrated into the businesses global communications message. Many clothing lines sell their clothing like that. These businesses are usually the stores where my customers will purchase my clothing. for example a fashion week or a film premiere.Germany or Russia. Wholesale is when you sell your clothing to other businesses only. Another way would be sponsorship. The spokesman for Danone. What types of international distribution channels you may want to plan to organize the sales for your globally? Please explain your decision. sales promotion. In our case. №34 Assume that you work for company manufacturing designer clothing. I would use to different way to sell my clothes. The choice is difficult because Russia imports a lot of milk. I would also have the possibility to sell my clothes online and even to start my business with that. You have two first options . to associate the image of the company with a particular event.” in reference to the fact that Russian local producers are being accused of adding cheap palm oil imported from Southeast Asia instead of the more costly butterfat required by Russia‟s product standards. printed in the specialized magazines and newspapers. Also trade fairs and exhibitions can be a good way to increase awareness of the product or find trade partners (manufacturers of fishing rods). Of course in such a sphere of fashion clothing. advertising remains one of the most effective ones. You are planning to market product internationally and are researching the options for the first foreign market penetration. To reduce the costs. because it is usually cheaper. direct marketing. and that is why the best way of promoting your products would be to use Integrated Marketing Communications. I would sell my products directly on the internet and reduce the costs. №32 Assume that you work for company manufacturing dairy products. An effective way of promoting our product would be to place advertising in specialized magazines for fishermen. using Vouchers and coupons. Among all the means of promotion. know as business to business (B2B). advertising and sponsorship. Promotion is the marketing term used to describe all marketing communications activities and includes personal selling. It is important that company‟s designers are available to generate goodwill fot their organization. №35 Assume that you work for company manufacturing dairy products. we can see that the Russian market is hard to penetrate. According to an article in “Business Insider”. One year ago. №33 Assume that you own a small company manufacturing fish hooks.
What country you may want to enter first and why? Please explain your decision. advertising. №36 Assume that you work for company manufacturing heavy machinery. region-based Russian competition. The product is of the nature of something that can gain mass appeal fairly quickly. What type of international price strategy you may want to consider and why? Please explain your decision. There is a threat of impending competition This all perfectly fits the situation. It is most appropriate when: Demand is expected to be highly elastic. You are planning to market product internationally and have selected to enter Russian mobile phones market which is very competitive at the moment. suggesting that they have been losing market share to the smaller. We will inevitably choose Latvia due to a number of reasons: Less competition More market share => more future profits Developing country => stable economic growth => more demand for means of production Less regulations and requirements Lower costs (administration. You have two first options .producers of dairy products. Саян. You are planning to market product internationally and are researching the options for the first foreign market penetration. Large decreases in cost are expected as cumulative volume increases.) №37 Assume that you work for company manufacturing mobile phones of a regular mediumpriced segment.Latvia or Japan. etc. We will obviously choose penetration pricing as it pursues the objective of quantity maximization by means of a low price. that is. Today the market share of the Danone and Pepsico groups is reported to be 45%. Даша – 4 (4) Катя – 4 (4) Оля – 4 (4) Маша. customers are price sensitive and the quantity demanded will increase significantly as price declines. Настя – 8 (8) Стас. It resulted that the two companies held about 60% of the Russian milk market. Ника – 8 (8) Саша – 4 (4) 5 – left . salaries.
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